Marketing Oncology: Strategies for Service Line Campaigns
Webcast on CD or Webcast On-demand
Sponsored by: HealthLeaders Media Marketing Awards
presented on June 17, 2008
Grow your Oncology services with a strong marketing plan
When bombarded with so much information, how do consumers make the right choice when it comes to cancer care? In this congested specialty, not all oncology treatment facilities are the same, with some focusing on prevention and outreach programs and others highly specialized. So, how do small and large hospitals, community hospitals, and treatment centers alike differentiate themselves in the marketplace, leverage their brand, and drive volume?
During this 90-minute Webcast, two of your marketing peers will discuss the research and strategic planning that is the foundation of any successful service line campaign. They’ll share how their oncology 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 oncology services.
LEARNING OBJECTIVESListen to this informative Webcast and learn how to:
- Design a campaign that will bring measurable results
- Identify and use different methods to capture results of a marketing campaign
- Build your oncology brand in your service area
- Tailor your campaign to reach different segments of your market
PROGRAM AGENDAI. Oncology
a. Why it matters
b. How it’s changing
i. Marketing changes
II. Case study: Mammogram program
a. Marketing needs
III. Case study: Image building and cancer center opening
a. Marketing needs
IV. Common elements of success
Rebecca Carl, MBA, is chief marketing and community relations Officer, Clarian Health in Indianapolis. Ms. Carl has more than 20 years of healthcare marketing experience and serves on the board of directors of several local non profits.. She is a member of the Public Relations Society of America’s Health Academy, the American Marketing Association, and the Women Business Leaders of the U.S. Health Care Industry Foundation. She is an adjunct faculty member at Indiana University-Purdue University-Indianapolis (IUPUI) teaching healthcare marketing.
Julie Amor is director of marketing for The University of Kansas Hospital in Kansas City, KS. Ms. Amor has 20 years experience in healthcare marketing and has been with The University of Kansas Hospital for more than nine years. The Hospital has won numerous awards for healthcare advertising campaigns including the 2007 Silver Telly Award, the industry's highest award for excellence in TV commercials. Ms. Amor was previously with Blue Cross and Blue Shield of Kansas City, and prior to that with The Tutera Group, and is a member of several marketing and branding committees in the city.
Dan Miers is vice president, business strategy at SPM Marketing Communications, a marketing and advertising firm located in LaGrange, IL. A 15-year healthcare industry veteran, Mr. Miers spent seven years in business development at Chicago’s Northwestern Memorial Hospital. Before that, he successfully launched a healthcare-related technology business. He is a frequent speaker on healthcare communications strategy, branding, and customer loyalty.
WHO SHOULD ATTENDAnyone 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
- Physician leadership
- Marketing consulting
New Purchase Option-- WEBCAST ON-DEMANDIn 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.
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