CHPRMS 51st Annual Conference: Navigating Change

Check in at our Registration Booth next to the elevators on the Mezzanine Level, and then head over to the Carolina Ballroom for breakfast before our Keynote Session.

It can sometimes seem like healthcare marketing leaders are tasked with the impossible. Despite shrinking budgets and fierce competition, faith in the power of marketing to sway consumer opinion and foster growth has perhaps never been greater. In order to manage these expectations, marketing leaders must be prepared to meet the challenges of the moment head-on through a clear understanding of the pressures shaping the market of the future.
In this talk, I will explore three trends I consider most salient for today’s leadership: new and disruptive companies now entering the healthcare space, reshaping the dynamics of market power and putting considerable pressure on incumbents; changing consumer expectations and sentiments about what healthcare can and should deliver; and the evolving role of technology (and particularly artificial intelligence) within marketing teams and consumer outreach. These factors are not only redefining the role and scope of the marketing function within healthcare organizations, but changing the makeup of marketing teams, impacting how marketing interacts with other business functions, and resetting expectations for success.
Understanding and navigating these changes will prove essential as pressure continues to be placed on marketing to further growth goals in a time of considerable financial pressure. By coupling broad insights into these trends with concrete tactical guidance, I hope to help today’s leaders stay ahead of the curve.

Enjoy water, coffee and a snack with sponsors

Are your recruitment teams seeking marketing assistance, only to be met with limited bandwidth and resources? Have traditional recruiting methods fallen short in today's competitive talent market? If you've faced these challenges, you're not alone – and this presentation is tailored just for you. In an era where both job seekers and employers face unprecedented challenges, healthcare organizations must stand out amidst fierce competition. Join us for an insightful breakout session led by Kendall Watford, Senior Campaign Manager at MUSC Health. With practical insights and real-world examples, Kendall will guide you through strategies to revamp (or kickstart) your recruitment marketing efforts. From optimizing your online presence to leveraging the power of social media and personal branding, you'll discover actionable tactics to enhance your organization's recruitment success. Regardless of your budget, team size, or resource constraints, this session promises valuable takeaways for all attendees. By the session's end, you'll be equipped with the essentials of healthcare recruitment marketing, ready to empower your stakeholders and drive impactful results in today's competitive landscape.

Now more than ever, health systems must differentiate in the market to compete for consumer attention and loyalty. Your brand centers on your value proposition, but how do you know what yours really is? In a competitive consumer environment, your value proposition has to resonate throughout the user journey, communicating your differentiators in meaningful ways, and driving the user experience to actually deliver on the brand promise.

Building a Winning Strategy: Optimizing Healthcare Sponsorships
Join us for lunch and a panel discussion with industry leaders Lindsey Fronk (Novant Health), Mike LaPorta (Playbook for Health), and Larry Bowie (Emory Healthcare) as they share insights on leveraging sports sponsorships to benefit healthcare organizations and their communities. From negotiating and executing partnerships to measuring their impact, our panelists will explore how aligning sponsorships with strategic goals can drive patient acquisition, enhance brand visibility, boost employee engagement, and support community outreach. Discover the power of strategic sponsorships and how they can be a game-changer for healthcare marketing.

How can you know if visitors truly understand your site and find it easy to use? How can you really understand what frustrates them and how to improve what's wrong? How do you know if your brilliant idea really is the next best thing since sliced bread? There's only one surefire way to answer all your questions — by stress-testing your design and content with real-world users. User testing is a must if you want to see if your digital product actually works and if you want to learn how to fix what doesn’t. Of course, most of us just don’t have the knowledge, time, or budget to run a full-scale usability test. But this doesn’t have to stop you. In fact, it never should. In this hands-on workshop, we’ll teach you the basics of running your very own user test using a limited resources (most of which you already have at your disposal). You’ll leave with a new superpower that you can put into practice right away. Once you start user testing, you’ll wonder what you ever did without it.

Enjoy water, coffee and a snack with sponsors

Effective communications can bolster productivity, streamline HR operations, and significantly impact patient and employee satisfaction. Examine innovative approaches to employee recognition that not only boost morale, but also contribute to a culture of excellence and commitment.

In this interactive workshop, Spectrum Reach will guide attendees through the process of creating a customized video for their hospital using AI technology. Attendees will have the opportunity to produce a 15- or 30-second video in real time, leveraging AI and their hospital’s website content—perfect for departments with limited budgets or those that have yet to invest in video, such as urology or primary care. The session will also explore the growing role of AI in healthcare marketing and its potential to combat health misinformation, offering practical solutions for ensuring accurate and effective communication in today’s digital landscape. Attendees will leave with a valuable video asset they can utilize post-conference.

The marketing industry is evolving fastest along the digital and technology lines that connect and power almost every aspect of modern marketing communications strategies and tactics. Recent studies from Gartner, Salesforce, and The CMO Survey all highlight the challenge marketers are having in keeping up with technology and data demands – from evaluating and selecting best-in-class technology and tools to integrating vast amounts of complex and siloed data to staffing more sophisticated analytics functions and planning for emerging technological advances like predictive modeling, CDP’s, and GenAI. This session will help marketers understand the changing technology landscape and how to stay ahead of the curve to reach your target audiences in a more effective and personalized way. Be prepared to: 1) Identify key technologies that are shaping the future of marketing and how leading healthcare organizations are utilizing them to drive demand and returns, 2) Understand how these technologies are changing the way marketers interact with consumers and patients through personalized experiences and data-driven insights, and 3) Develop a strategy for incorporating these technologies into your own marketing efforts, building more tech-savvy marketing teams, and fostering more collaboration across the organization.

Join us for an engaging session focused on enhancing public perception of hospitals and health systems among policymakers, the media, and key stakeholders. This presentation will explore strategies the American Hospital Association uses to build trust and confidence in health care institutions, aiming to advance the field to new heights despite motivated adversaries and other political factors working against the field. Discover practical insights and effective communication approaches to partner with AHA and work to strengthen relationships and foster a better environment for hospitals and health systems as they navigate the evolving landscape.

Join us for a Happy Hour in the Hotel Lobby sponsored by our friends at WG Content.

Enjoy all of the incredible

Dinner is on your own tonight, so take advantage of Charleston's renowned culinary scene and explore the city's incredible restaurants. Be sure to join us back at the hotel for our hospitality suite, which will open at 9 p.m. for a night of networking and relaxation.