| Who Should Attend |
staff responsible for marketing, public relations,
advertising, strategic planning, physician relations,
media relations and guest relations |
| Agenda |
| Wednesday, June 18 |
| 12:30 p.m. |
Pre-conference Registration Opens |
| 1 p.m. |
“Integrating New Media ...
It’s Easier Than You Think”
Steve Crescenzo
President, Crescenzo Communications
Chicago
How do you integrate blogs, podcasts and texts into your marketing plan without overloading your audience and their inbox? Join this workshop and learn to craft an interactive strategy that will reach, engage and motivate your customers. We’ll discuss ways to revamp your print publications, write creatively and encourage management to appreciate online tools.
|
| 4 p.m. |
Adjournment |
| Thursday, June 19 |
10:30 a.m.
|
Registration Opens |
| 11 a.m. |
“Living, Breathing and Surviving
a P.R. Nightmare”
Steve Sparks
Director of Public Relations
and Marketing
St. Mary’s Hospital
Madison, Wisc.
In 2006, a 16-year-old patient died in a Wisconsin
hospital because of a medication error. The tragedy
resulted in intense media scrutiny of the hospital and
criminal prosecution of a nurse. Learn how the
hospital gauged public sentiment and managed the
ensuing HIPAA issues and media pressures.
|
Noon |
Lunch — Sponsored by
Coffey Communications Inc.
Coffey Communications Inc. creates custom print and
Web communications for hospitals and health plans
nationwide. For 25 years, Coffey has been working
exclusively in the health care industry to produce
award-winning publications and Web sites. |
1 p.m. |
“Friends in All the Right Places”
Rick Wade
Senior Vice President, Communications
American Hospital Association
Washington, D.C.
The nation’s hospitals are on the hot seat. At every
level, there’s pressure for greater public disclosure of
safety and quality data, as well as pricing and community
benefit information. Learn what hospitals
must do to gain public trust and confidence in spite
of unprecedented government scrutiny. |
2 p.m. |
“Building Your Hospital Brand
Through Aligned Sponsorships”
David Rachell
President, Pinpoint
Jefferson City, Mo.
Just like selecting media for your advertising campaign,
finding the right community partner begins
with knowing your objectives and benchmarks for
success. Avoid the pitfalls of this $20 billion global
industry by learning the five essential questions to
ask before you commit. |
3 p.m. |
Break — Sponsored by Financial Supply Inc.
and Healthcare Market Guide
Financial Supply Inc., with representatives throughout
Missouri, Illinois and surrounding states, specializes in
promotional items and wearables. They also provide
custom printing to meet your specific needs.
Healthcare Market Guide helps hospital planners
better understand their consumers by conducting an
annual syndicates’ survey among 200,000 health care
decision makers in the top 225 U.S. markets. |
3:15 p.m. |
“Managing the Thrill, and Agony,
of Stress”
Cindy Feutz, APRN, B.C.
Adult Health Clinical Specialist
University Hospitals and Clinics
Columbia, Mo.
Life is like a rollercoaster ... sometimes it’s thrilling,
and sometimes you just want to fi nd the nearest exit.
Stress management strategies can help. Gain a new
perspective on the positive effects of stress, as well
as some great ideas for enjoying the ride. |
4:30 p.m. |
Adjournment |
5 p.m. |
Social — Lobby Bar — Cash Bar
Family and friends are welcome. |
6:30 p.m. |
Dinner at Bentley’s Restaurant
& Pub for interested attendees. |
| Friday, June 20 |
8 a.m. |
Registration/Continental Breakfast — Sponsored by CPM Marketing Group
and Dowden Custom Media
CPM Marketing Group can help you acquire and
retain high value patients by analyzing your unique
market. Customers receive $3 to $7 net profit for
every marketing dollar they spend using CPM’s innovative
customer relationship management system.
Dowden Custom Media connects consumers
and clinicians through custom publications, online
communication tools and professional journals.
Whether you need a custom magazine or a new Web
site, Dowden can help you exceed your goals. |
| 8:30 a.m. |
“Winning the Stark Wars”
Winn Halverhout
Partner, Husch Blackwell Sanders LLP
Kansas City, Mo.
Billboards and advertisements are acceptable ways
for most businesses to attract customers. In health
care, these activities can result in fi nes, sanctions or
exclusion from the Medicare program. This presentation
explores the complex and sometimes counter-
intuitive world of Stark and anti-kickback laws,
including real-life examples.
|
| 9:30 a.m. |
“Communication Strategies
for Successful Change”
Kathleen G. Deakins
Vice President and Advisor, JAYRAY
Tacoma, Wash.
Whether you’re asked about a merger or closing a
neighborhood clinic, principles of change leadership
can help you communicate effectively. Learn about
change and the grief cycle, communicating with
logic and emotion, the curse of knowledge and why
communicators make effective change leaders. |
| 10:30 a.m. |
Break — Sponsored by StayWell
Custom Communications
StayWell Custom Communications offers a fresh
approach to custom print and online content. Reach
key consumer audiences with beautiful, four-color
publications and rich, interactive Web site content
designed to match your strategies. |
| 10:45 a.m. |
“The Dilemma: Service Line,
Branding or Both?”
Jerry Hobbs, Vice President
of Healthcare Marketing
Phil Smith, Creative Director/Principal
Prairie Dog
Kansas City, Mo.
Hospital marketers must decide whether to use a
branding or service line approach for consumer
marketing. Examine how other hospitals balance the
need to build their brand and drive volume. Whether
your budget is large or small, you’ll leave with ideas
to help you make the best call for your organization. |
| 11:45 a.m. |
Evaluations and Adjournment |
| Dates, Location and Lodging |
|
Wednesday, Thursday and Friday, June 18-20
Country Club Hotel & Spa
Horseshoe Bend Parkway and Carol Road
Lake Ozark, Mo.
573/964-2200
Request MHA Center for Education room rate:
$120 single/double or $135 for a suite
Hotel cut-off date: Monday, May 19
|
| Registration |
The registration fee includes continental breakfast,
refreshments, lunch and program materials. There is
an additional $75 fee for the pre-conference workshop. A confirmation will be e-mailed guaranteeing
registration two weeks before the program.
Please
make checks payable to MHA Center for Education
and return them with the registration form to
P.O. Box 60, Jefferson City, MO 65102-0060 before
Monday, June 9. Payment by MasterCard or VISA
is required for online registration.
All checks must be made payable to MHA Center for Education.
Checks payable to other entities will be returned.
|
| Refund/Cancellation Policy |
| For cancellations received in writing before Monday,
June 9, a full refund — minus a $25 processing
fee per registrant — will be granted. Cancellations
made after this date and nonattending registrants are
responsible for the full registration fee. Substitutions
are encouraged. We reserve the right to cancel this
program because of insufficient registration. |
| ADA |
| If you have special needs addressed by the Americans with Disabilities Act, please contact the MHA Center for Education at P.O. Box 60, Jefferson City, MO 65102-0060 or 573/893-3700,
ext. 1319. |
| Meeting Notes |
Dress for the meetings is casual. Layered clothing is recommended
for your comfort.
|
| Contact
Information |
Rita Kay
Phone: 573/893-3700, ext. 1319
Fax: 573/893-2809 |
