CHPRMS 51st Annual Conference: Navigating Change

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.

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.

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. 

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.

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.

Join us in the Gold Ballroom to celebrate your awards with our musical guests The Yacht Club