CHPRMS 51st Annual Conference: Navigating Change

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.

Join this dynamic workshop and claim your complimentary 30-second video, to elevate your marketing across all channels.
 
What You'll Learn to Do:
 

• Harness AI Safely and Strategically Discover:  how to confidently integrate AI into your video marketing, blending innovation with ethics to deliver high-impact campaigns without the fear factor.
• Fuel Smarter Campaigns with Data: unlock the potential of 1st-party and addressable healthcare data segments, to ensure your video message hits the right audience and minimizes wasteful ad spend.   
• See Success in Action: hear how a health system navigated the chaos of video impressions to boost their orthopedic service line’s growth—and how you can do the same. 

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.

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.

The risks of using Google and Meta web trackers on healthcare websites are well-known. Companies of all sizes, from enterprise healthcare systems to retail pharmacies to regional hospitals, have faced lawsuits, fines, and a loss of trust over the past 18 months.

Despite those risks, many healthcare organizations still use non-compliant web tracking technologies. It’s not nefarious. It’s not even intentional. It’s simply because of a lack of understanding. Google and Meta’s web trackers aren’t the only ones healthcare organizations need to worry about. Understanding all of the web tracking risks and finding a safe path forward is paramount to the ability of healthcare organizations to unlock high-performance, HIPAA-compliant marketing.

In this session, Freshpaint’s Dave Twichell will dive deep into the web trackers that run marketing, analytics, ads, and more in healthcare marketing. He’ll explain the risks associated with these web trackers and help marketers find a path forward that balances high-performance marketing and HIPAA compliance.

This session delves into the strategic and operational nuances of managing digital front door initiatives at Cedars-Sinai, a leader in healthcare innovation. Attendees will gain insights into how data-driven decision-making, user-centered design, and robust provider/location data governance coalesce to enhance key digital touchpoints, including find-a-doc/location pages, online scheduling, and mobile applications. The presentation will focus on how these elements are orchestrated to improve patient access, navigation, and satisfaction, emphasizing practical methods and metrics to ensure success.

Outdated approaches to tech have health systems struggling to keep up with rapidly evolving consumer expectations, market forces, and regulations. This conversational case study details Prisma Health’s successful approach to delivering patients a more frictionless, consumer-focused digital experience.

SEO “best practices” continue to fail marketers in the healthcare space. Google's AI raises bar for healthcare marketers seeking organic visibility. Join 20-year SEO expert Dale Bertrand for a behind-the-scenes look at his SEO playbook for consumer-facing healthcare brands. His SEO playbook is based on a decade of hard-fought battles for rankings against stiff competition and countless experiments to refine SEO for healthcare.