Battle-Tested Tactics for Key Internal Marketing Initiatives

WEBCAST ON CD OR ON-DEMAND

Sponsored by: HealthLeaders Magazine

Presented on November 8, 2011

When a key marketing initiative looms, you can already anticipate its accompanying challenges: executive buy-in, prioritization, resource allocation, and internal communication. But your initiative will succeed with proven strategies to achieve alignment.  

In this 90-minute Webcast, benefit from lessons learned from Catholic Health Initiatives’ communication campaign for EHR implementation, as well as what your service lines can mean for marketing opportunities.

With this webcast, you will gain strategies to:

• Address key challenges and obstacles to implementing large marketing initiatives
• Evaluate opportunities for service line market development, including prioritization, resources, and alignment
• Apply lessons learned on executive buy-in from a large-scale EHR implementation campaign

AGENDA:

• Challenges to implementing strategic marketing initiatives
• Squeaky wheel syndrome & potential “marketing team under the bus” syndrome
• Lack of consensus on strategic objectives
• Fragmentation of marketing resources
• Ineffective internal communication channels

• Solutions for strategic marketing initiatives
  • Evaluation of service lines for market development
    • Tool and criteria to identify opportunities
    • Prioritization and consensus building on resource allocation
    • Communication of strategic priorities throughout the organization
  • Catholic Health Initiatives case study: Achieving executive buy-In for systemwide EHR implementation
    • Communication structures and strategies for executive engagement
    • Achieving systemwide awareness
    • Physician and clinician engagement
    • Lessons learned

• Q&A

SPEAKERS:

Donell Martinez, Director of Marketing Communications, Catholic Health Initiatives
               
A 32-year healthcare veteran, Martinez’ experience ranges from internal communications, public relations, and marketing, to clinical leadership. She is currently leading communications for OneCare, the system’s largest strategic initiative to date to implement a shared universal electronic health record in all hospitals and physician practices across the system. Catholic Health Initiatives is the nation’s third-largest faith-based healthcare system operating in 19 states. It includes 73 hospitals and more than 350 employed physician practices, along with 40 long-term care, assisted- and residential-living facilities and home health agencies.

Susan E. Dubuque, President, Neathawk Dubuque & Packett
 
Dubuque is the co-founder of Neathawk Dubuque & Packett, a healthcare marketing and advertising firm based in Richmond. Previously, she served as director of marketing and PR for Mary Immaculate Hospital, Newport News, VA, and CEO for the Puller Rehab Center, Gloucester, VA. She is a nationally recognized speaker on healthcare and service marketing and an associate professor for the Graduate School of Healthcare Administration at VCU. In 2000, she received the Award for Individual Professional Excellence from the Society for Healthcare Strategy and Market Development.

WHO SHOULD ATTEND?

Chief marketing officers, marketing directors, vice presidents of marketing, marketing executives, CEOs, CFOs, COOs, communications managers, community relations managers, hospital, health system, and group practice administrators, strategic directors, advertising and PR directors, agencies, consultants, service line administrators/leaders, public relations professionals, planning and business development leaders, physician relations directors, strategic planners, planning and decision support staff

New Purchase Option––WEBCAST ON–DEMAND

In addition to the regular CD purchase option for HealthLeaders Media Webcasts, 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 anywhere and anytime 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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