Marketing Cardiology: Strategies for service line campaigns
Product Description:
LIVE Webcast
Sponsored by: Healthcare Marketing Advisor
Wednesday, March 19, 2008
1:00 – 2:30 p.m. (Eastern)
12:00 – 1:30 p.m. (Central)
11:00 – 12:30 p.m. (Standard)
10:00 – 11:30 a.m. (Pacific)
Grow your Cardiology services with a strong marketing plan
As the “baby boomers” age, there is a growing demand for specialized healthcare. The cardiology service line can bring in big business for a hospital or health system. But to meet the unique needs of your community and differentiate from rising competition, you need a marketing strategy that will strengthen your brand, bring in new patients, and tracks measurable results.
During this 90-minute Webcast, winners of the 2007 HealthLeaders Media Marketing Awards will discuss the research and strategic planning that is the foundation of any successful service line campaign. They’ll share how their cardiac campaigns were executed, from the first stage of planning to measuring final results. Hear what made their campaigns stand out and what changes they plan to make to future campaigns. This firsthand, real-world knowledge will provide you with valuable information and advice for promoting your organization's cardiac services.
SNEAK PREVIEW
Click here to hear featured speaker Kathy Lapacek, describe the Advocate Good Shepherd Hospital's "Red Shirt" campaign, a winner at the 2007 HealthLeaders Media Marketing Awards.
LEARNING OBJECTIVES
Listen to this informative Webcast and learn how to:
- Identify and assess competition in your market
- Target the correct segment of your market
- Collect and present data
- Create a buzz about your service line
- Adjust your plan based on successes or failures
PROGRAM AGENDA
- Should you market your cardiac service line?
- Assess the competition
- Define market segments
- Build your plan
- Communication tools
- WakeMed Health System Case Study
- Market overview
- Why they decided to market their orthopedic service line
- Conveying their message with a unique approach
- Steps taken to ensure the unique approach would work
- Lessons learned
- Advocate Good Shepherd Hospital
- Market overview
- Why they decided to market their orthopedic service line
- Generating a buzz about your service line
- Lessons learned
- Industry Trends
- Future of service line marketing
- Live Q and A
FEATURED SPEAKERS
Debra Laughery, vice president for public relations, WakeMed Health System, Raleigh, NC
Deb is the vice president of public relations for WakeMed Health & Hospitals, Raleigh, NC. She is responsible for corporate communications, marketing, public relations and community relations activities at WakeMed, a 900-plus-bed multi-facility health system. She has 24 years of healthcare marketing and public relations experience, from a small rural facility in Wyoming to a large integrated academic health system in New York City.
Don Steinberg, Strategic Partner & Director of Client Services, Craig Jackson & Partners, Chapel Hill, NC
Don is CJ&P’s strategic and conceptual acrobat, balancing both the monster idea and the minuscule detail. He manages the agency’s communications resources, all phases of the strategic plan development, implementation, follow-up, account planning and management.
Don’s career has taken him from his native Knoxville, Tennessee, to Memphis and then to Campbell-Mithun in Minneapolis. In 1987 he moved to Price/McNabb in Raleigh as Vice President / Account Supervisor, and later joined CJ&P. He’s worked for industries including hotels, high tech, healthcare, casinos, breakfast cereals, banking and real estate, to name a few. In the process, he worked with many of the world’s most highly regarded marketers, among them General Mills, Land O’ Lakes, Honda, UnitedHealthcare, Norwest and IBM.
Kathy Lapacek, VP of business development, Advocate Good Shepherd Hospital, Barrington, IL
Kathy has been with Advocate Health Care for seven years. After working in Advocate’s corporate strategic planning department for three years, Kathy moved into her current role at Good Shepherd Hospital in 2003. Her areas of responsibility include strategic planning, marketing, physician network development and sales, and community outreach. During the past four years Good Shepherd has grown significantly, adding a full-service cardiac facility, a new emergency room, an off-campus medical office building. The hospital has also increased inpatient volumes by 18%, market share by 11%, and outpatient volumes by 25%. Prior to joining Advocate, Kathy was the manager of marketing research for MacNeal Healthcare. She received her BA from DePaul University.
WHO SHOULD ATTEND
Anyone who plans and executes marketing campaigns in hospitals and health systems will benefit from this program. This includes leaders and professionals in these roles:
- Marketing, PR, community relations
- Business development
- Service line management
- Advertising
- Physician leadership
- Marketing consulting
Webcast System Requirements and Program Materials
Please note to fully benefit from the Webcast experience, you will need a computer equipped with an Internet connection, Macromedia Flash Player 6.0 or higher, computer speakers with a soundcard, the following browsers: Netscape Navigator 4.7 or Internet Explorer version 5 or higher, and a recommended screen resolution: 1024x768.
Prior to the Webcast, you will receive an e-mail with detailed system requirements, your log-in information, presentation slides, and other materials that you can print and distribute to all attendees at your location.
New Purchase Option-- WEBCAST ON-DEMAND
In addition to the regular purchase option for HealthLeaders Media webcasts- CD - we are pleased to offer a new option, webcast on-demand. When you purchase a webcast on-demand you will be able to view the program any where and any time by logging into your account on www.HealthLeadersMedia.com. It's also a perfect training tool for new staff or as a refresher for veteran staff.
Please Note:
Participation in the Webcast is just $259 per site. All materials must be retrieved from the Internet. Live orders are assessed a $5 processing fee. CD and combo orders are charged $18 for shipping and handling.
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