Posts Tagged ‘Jennings healthcare marketing’


The 2nd Annual Western New England Healthcare Marketing Symposium will take place in Northampton, Massachusetts on April 7th, 2017. Last year’s event was sold out and received great reviews. Attendees will pay $65 for a full day of learning, sharing and networking. Lunch is included! Our goal was to make this day of learning extremely high in value while keeping costs as low as possible.

This year the presenters will cover a diverse range of topics including developing personas to help you create powerful, personalized communication; effectively integrating digital video into your content marketing program; brand journalism for the healthcare organization; integrating digital communications into your marketing for referring physicians; and what we can learn from 30 years of listening to physician feedback gathered through qualitative and quantitative research. Each speaker will present practical, actionable information that you can take back to your office and put into practice immediately. Registration is now open. To learn more or register, go to http://www.jenningshealthcaremarketing.com/wnehms/.

And yes, I will be presenting at this year’s symposium. My topic is digital physician marketing. As physicians become more savvy about social media and digital communication, how do we integrate digital platforms and communication channels into the marketing mix? As a result of this digital revolution, how will the role of the physician liaison change in the years to come? And for anyone who is interested, I can almost guarantee that several of us will be gathering immediately after the event for a social hour at a nearby pub. The discussion will continue there for any who are interested.







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This post is part two of my 2016 year in review series.

Here are some of my favorite events, achievements and memories from 2016:

  • The Western New England Healthcare Marketing Symposium – (This was my favorite development of the year!) In April, my team at Jennings partnered with our friends at Market Street Research to hold our first Western New England Healthcare Marketing Symposium in Northampton, Massachusetts. From a personal perspective, producing this event gave me an opportunity to collaborate with my good friend and colleague, Jeff Steblea. The Symposium was sold out and a success by any measure. We’re in the process of planning our 2nd Annual Western New England Healthcare Marketing Symposium! Stay tuned. Meanwhile, check out the sizzle reel from the conference.

  • Speaking at the 2016 Fall Conference of the Carolinas Healthcare Public Relations & Marketing Society (CHPRMS) – It was an honor to be asked to speak at the 2016 CHPRMS Conference in Charleston, SC. My daughter, who is a freshman at College of Charleston, actually surprised me by attending my talk/rant. That made it even more special than usual. I delivered my latest presentation on narcissism in healthcare marketing. The room was standing room only and the audience stayed until the very end. It was wonderful to have so many of my long time colleagues (CHPRMS members) attend the presentation. Later in the week, my daughter (at her request) came to the cocktail reception prior to the big awards dinner, and networked with marketers from hospitals and health systems throughout the Carolinas. It was a proud moment for me, capping off a terrific event.


  • Article: “The Expanded Role of the Healthcare Marketer,” Healthcare Marketing Report, June 2016 – In writing this article I relied heavily on collaboration with Lorraine McGrath at Signature Healthcare. It tells the story of the non-traditional work being undertaken by the marketing department at Signature Healthcare. So much of what they do is not service line marketing or advertising related. They work on projects involving care coordination, lean processes and patient safety, to name a few. From my perspective, this is the future of the healthcare marketing department in the era of population health management and value-based compensation. Here’s a link to access a copy of the article.
  • Participating in the Spring Conference of the New England Society for Healthcare Communications (NESHCo) – We took the Jennings video crew with us to the 2016 NESHCo Conference and produced three promotional videos (pro bono) for the organization. This is always one of my favorite conferences of the year. The 2016 conference proved to be no exception. Check out the teaser video below.

  • Article: “Realizing Vision Through Research: How Lawrence General Hospital Used Research to Elevate Its Brand,” Strategic Healthcare Marketing, July 2016 – Collaboration was definitely a theme in 2016, as I hope it will be in 2017.  This article was co-authored with Jill McDonald Halsey of Lawrence General Hospital and Jeff Steblea of Market Street Research (now with Silvertech). Jeff was truly the lead author and he did a brilliant job. The article tells the story of the research that preceded and informed the development of Lawrence General Hospital’s award-winning brand elevation campaign. Here’s a link to the article.
  • Recognition Is Always Nice – While helping our clients solve their most complex marketing challenges in 2016, our collaborations with them managed to garner a number of healthcare marketing awards. Although we are always focused on generating results for our clients and their organizations, it is nice to see them receive this recognition within the healthcare industry.


  • The Year of Digital Video Content – In 2016 we produced a ton of high quality video content for hospitals, health systems and other healthcare organizations. Our video production unit was extremely busy and we are grateful for that. Jason Stepanek, who heads up web content development at Jennings, became certified as a drone pilot. Here’s an example of our video work that includes beautiful footage from our drone.


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This is how our team at Jennings decided to say Happy Holidays to our clients, partners and friends this year. Enjoy our video. Season’s greetings and wishes for a prosperous and healthy new year from the amazing group of healthcare marketing professionals at Jennings.


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Tim Brennan, one of Jennings’ team members to attend the Western New England Healthcare Marketing Symposium last Friday, created this Storify of the event. The Storify curates many of the pertinent Tweets from the event – Tweets that used the event hashtag #HCMSymposium. The conference hashtag was registered with Symplur’s Healthcare Hashtags Project.

If you’d like to review the Tweets from the event, organized by presentaton, go to https://storify.com/jenningshealth/western-new-england-healthcare-marketing-symposium.

Here’s a review of the presentations and presenters: (If you click on any of the images below, you will get a larger version.)

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The first annual Western New England Healthcare Marketing Symposium was an unequivocal success. The presenters were terrific, presenters were on point, and attendees were engaged. There was an incredible sense of community among those in attendance. We will definitely do this again next year. So please let me know if you would like to be on our email list for notifications and updates.

Now, a review of the Twitter metrics! For a sold out, one day event with a capacity of 50 attendees, we had terrific Twitter activity at last Friday’s Western New England Healthcare Marketing Symposium. The data from Symplur shows more than 400 Tweets and 680,000+ impressions! (See charts below from Symplur.)

Congratulations to the teams from Jennings and Market Street Research who made it all possible.

The Numbers

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#HCMSymposium Influencers

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I received word yesterday that the Western New England Healthcare Marketing Symposium (first ever) is a sellout! That’s great news as we head into the weekend.

My firm, Jennings, along with our friends at Market Street Research, has been the driving force behind this event. Our goal was to hold a day-long healthcare marketing symposium that is incredibly affordable ($65) – and held in a location that doesn’t normally attract major conferences. Boston, Providence and Newport are New England cities that attract conferences on a regular basis. With our symposium, we hoped to reach out to southern Vermont and New Hampshire, Connecticut, and Western Massachusetts. It’s exciting to see that we have people coming from as far away as Maine!

The response has been gratifying. I know the presentations will be terrific, and look forward to networking with the attendees. We’ll be sharing the conference via live Tweets (#hcmsymposium) and plan to create a Storify that curates the conversation. Please feel free to follow along throughout the day via Twitter.

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I’m excited to share that on Friday, April 8, 2016, my firm (Jennings) and our friends at Market Street Research, are sponsoring the first ever Western New England Healthcare Marketing Symposium. It’s a one day event taking place in Northampton, Massachusetts, and it will be packed with informative presentations from healthcare marketers. Our presenters include well know industry marketing consultants and practitioners from area institutions including Lawrence General Hospital, Baystate Health, Cooley Dickinson Healthcare, and Lahey Health.

Jill McDonald, APR
Chief Marketing and Communications Officer, Lawrence General Hospital

Jeff Steblea
Vice President, Research Analysis & Management, Market Street Research

Suzanne Hendery
Vice President – Marketing & Public Affairs, Baystate Health

Julia Sorensen
Chief Marketing and Communications Officer, Cooley Dickinson Healthcare

John Looney
Executive Director of Marketing and Communications, Lahey Health

John Bidwell
Director – Marketing & Digital Strategy, Baystate Health

Dan Dunlop (Yes, they’re letting me present!)
Principal, Jennings Healthcare Marketing

This is a great opportunity to learn from your peers, without breaking the bank. The registration fee for the entire day is only $65. That includes breakfast and lunch. As sponsors of the event, our goal was to make this as cost effective as possible.

In my keynote, I plan to kick things off by challenging our notion of healthcare marketing. So much of healthcare marketing today is narcissistic and inwardly focused. So how do we break the mold? And what does the future of healthcare marketing look like? I’ll introduce my notion of healthcare marketing as online community building. It’s a model that works extremely well with our impending shift in focus to population health management. And it impact digital marketing, social media and traditional advertising. My hope is you’ll leave the presentation looking at your role (and perhaps our industry) in a different way. My presentation is based on an article I published in the November 2015 issue of eHealthcare Strategy & Trends magazine. I promise to give you $65 worth of content in my presentation alone! The rest of the day will be value added in a big way. You won’t be disappointed.

Here’s a quote I pulled from my Narcissism in Healthcare Marketing article:

“Patients value reliable, high quality health information. Marketers argue, aren’t we satisfying an important need with our marketing messages? Not exactly. Context matters. It is the difference between marketing “at” the individual versus marketing “with” the individual.

Healthcare marketing reminds me of that friend who only talks about himself. He never asks about you and how things are going in your life. Every time you get together it is all about him. Do you find people like that interesting? Yet this is how hospitals and health systems frequently come across in their marketing. Your content is far more likely to engage people if it invites conversations, questions, and sharing.” (eHealthcare Strategy & Trends, November 2015)

To review the agenda for the day, and to register for the event, use this link. Feel free to contact me if you have any questions. I hope to see you at the symposium!

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