Trends Webinars Wellness

Upcoming Webinar: The Future of Service Line Marketing

I will be participating in a HealthLeaders Webinar on November 29th titled Future of Service Line Marketing: New Tactics, New Tools

11/29/2012, 1:00-2:30 p.m. (ET)

Here’s the description of the session:

When it comes to service lines, healthcare marketers are challenged not only to get their message to consumers in a highly competitive and crowded marketplace, but also to balance the needs of the organization and individual physicians with limited marketing dollars.

Join WellStar Health System, Cooper University Hospital, and Jennings as they explore how to use data to prioritize service line marketing dollars and gain physician buy-in.

Register for Future of Service Line Marketing: New Tactics, New Tools for solutions, interactive Q&A, and lessons learned, including how to:

  • Prioritize what type of tactics to spend your marketing dollars on
  • Improve service line marketing to physicians
  • Balance the organizational brand vs. service line brand

PROGRAM AGENDA:

We will have 45 minutes of presentation/case study followed by 45 minutes of interview/roundtable/discussion/Q&A.

  • Balancing hospital and service line brands
    • Aligning organizational and service line goals
    • Using data to prioritize marketing dollars
    • Differentiating your services from the competition
  • Integrating physicians into the marketing program
    • The importance of marketing service lines to physicians—both employed and affiliated
    • Building systems for service line administrators and marketing executives to work effectively together
    • New physician liaison models
    • Using data to build consensus
  • The future of service line marketing
    • Focus on population health, patient-centered medical homes, and wellness and prevention
    • Increasing emphasis on measuring ROI: Effective tools and tactics
    • Integrating social and new media
  • Live Q&A (Customize this webcast! Pre-submit your questions.)

SPEAKERS:

Jill Sayre Lawlor, vice president of marketing and community outreach, Cooper University Hospital
Jill Sayre Lawlor is vice president of marketing and community outreach for Cooper University Hospital located in Camden, N.J. She serves as the senior marketing executive providing leadership in developing and implementing marketing plans for service lines and programs throughout the health system.
With a multimillion-dollar budget, she has responsibility for allocating resources at this nonprofit, 600-bed academic medical center, which serves the eight southern counties of New Jersey. Prior to joining Cooper, Lawlor served as executive vice president of Winning Edge Communications in Princeton, N.J

Dan Dunlop, president, Jennings
Dan Dunlop is a principal of Jennings, a leading healthcare marketing and consumer engagement firm. He is a healthcare marketer, blogger, author, and sought-after speaker. Dunlop regularly serves on the faculty of national and regional healthcare conferences, including the Society for Healthcare Strategy and Market Development, the National Healthcare Marketing Strategies Summit, the AAMC Professional Development Conference, and the Physician Strategies Summit. He has been designated a top healthcare marketing contributor by OrganizedWisdom.com and a Top Health Blogger in Wellsphere’s Healthcare Industry & Policy Community. He serves on the national advisory board of HealthLeaders’ Healthcare Marketing Advisor and is a contributor to Ragan’s HealthCare Marketing & Communication News.

Kim Menefee, senior VP, WellStar Health System
Kim Menefee is senior vice president of public and government affairs for WellStar Health System, one of the Southeast’s largest nonprofit health systems and the fifth most integrated healthcare delivery system in the country. In her 20-year career at WellStar, she has served in a variety of leadership capacities, including leading brand development and marketing initiatives, lobbying and government relations efforts, community programming, and development of a customer service initiative and physician liaison team.

I hope you can join us. For more information or to register for the Webinar, click here.

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