BRANDHIT MARKETING SUMMIT: A HIMSS EVENT
Nashville, TN - MAY 7 - 8, 2018
Frank Cutitta is the senior director, Center for Content Analytics at HIMSS Media after serving on the HIMSS Board of Directors for six years. He specializes in the neuroscience of HIT buyers and the need for content to throw data exhaust, in an effort to avoid “random acts of content”. He has been recognized as one of the media industry’s top 40 innovators and influencers. Frank served for two decades as head of international at International Data Group where he worked on launches in over 90 countries and headed the first Soviet/American media joint venture in 1988. He subsequently served as CEO of the International Advertising Association and as the founder of the Center for Global Branding where his Weapons of Mass Discussion® practice specialized in driving social media conversations in business and governments. Frank has been prolific writer and researcher on cross-cultural communications, the co-evolution of marketing, IT and data science, and on the evolution of smart cities around the world. He is a graduate professor and doctoral candidate at Northeastern University in Boston. During his free time he produces “opinionated” beef jerky and teaches snowboarding to mature beginners as part of his Grays on Trays® program.
Host Frank Cutitta wraps up the day, recapping the key insights, best practices and lessons learned.
While many aspects of healthcare technology are surely global, the devil is in the details given the subtle nuances of individual markets. Needless to say, the regulatory, reimbursement, and patient engagement aspects of each market can vary wildly. But how does culture affect the development and execution of healthcare marketing and branding programs, including the nuts and bolts of content marketing, look and feel, and localization strategy? How do providers and vendors jointly promote the value of care in various geographies
Healthcare innovations strategies and investment influences have changed dramatically over the past five years in provider and payer organizations. Many of these high-performance teams no longer operate within the “general population” under traditional enterprise IT or clinical groups. This session will address what healthcare sales and marketing pros need to know about the new thinking around building versus buying healthcare innovation. It will also help you identify new solutions-based hubs of influence in healthcare buying that couldn’t be more different than the old-fashioned procurement-drive sales models. You will also learn how the venture community’s definition of radical, healthcare, innovation ROI could be a total disconnect with that of many vendors’ marketing messages.
In order to better visualize the findings of the persona study, a panel of influential CIO’s, CMIO’s and other key HIT purchase influences will be assembled for a lively discussion of these business and emotional drivers, the session will cover how these key executives would characterize their relationship with vendors and how that eventually relates to the value-based patient care they provide.