Conference Tracks

The following topics are covered under the five conference tracks. Plus, common themes such as population health, consumerism, research/analytics, and physician strategies span across all tracks.

Marketing and Digital Engagement:

  • Branding (brand architecture) and reputation strategies
  • Consumer trust
  • AI-driven marketing and optimization: successful pilots, security, applying AI to everyday tasks, SEO, and data analysis, future innovations
  • Paid and Unpaid Media:
    • SEO/SEM
    • Social Media Storytelling: TikTok, Facebook, Instagram, LinkedIn, other influencer platforms
      • Platforms for managing and scheduling social media
      • Handling social media negativity
  • Privacy, HIPAA, data compliance, website tracking and working with Legal and Risk Management to comply
  • CRM and automation
  • Content Strategy (websites, patient portals, apps, media)
  • Budgeting, measuring ROI, key metrics, dashboards
    • Reporting the value of marketing and report templates
  • Data analytics (data sources, data storytelling, reporting to C-suite and justifying campaigns)
  • Physician and nurse marketing/recruitment
  • Population health strategies (behavioral marketing, accessibility and belonging)
  • Consumerism (retail strategies, human-centered design, customer engagement, understanding the patient/customer journey)
  • Service line marketing
  • Video and Podcast marketing-selecting content, developing content and marketing
  • Getting a seat at the table and getting leadership support for innovative ideas
  • Market research -consumer insights and industry best practices
  • Marketing workforce - new roles, team structure, turnover, managing remote teams, outsourcing, recruitment
    • When do you use an agency versus keep in-house?
    • Exploring Epic interface & third party vendors
    • Proprietary services/tech from agencies

Communications and Public Relations:

  • Crisis/disaster communications
  • Thought leadership/training for senior leaders
  • Internal communications, employee engagement & burnout strategies
    • Physician retention and recruitment
    • Staff communication apps and tools
  • Communications during times of great change/being a change agent
  • Communications strategies for population health, community partnerships, rebrand/mergers
  • Media relations, video, diversified communication strategy
  • Reputation management and building trust
  • Political challenges - public reporting of price transparency, quality, and patient satisfaction metrics
  • Storytelling-videos, podcasts, other
  • Fundraising
  • Culture building
  • Broadcasting (podcasts, FB Live, newsrooms, newsletters)
  • AI’s impact on communication and public relations-everyday tools and emerging technologies

Strategic Planning & Business Development:

  • Mergers and Acquisitions
  • Service line growth and planning (service reorganization across facilities/service line rationalization)
  • Growth & development strategies across the continuum of care (e.g. ambulatory, acute & traditional service line, post-acute, physician network, digital, real estate)
  • Site-of-care shifts- future facility planning
  • Understanding specific insurance payers
  • Strategic analytics, data sources (public and private), dashboards, and data visualization
  • Financial planning
  • Strategic planning innovations (best practices that reflect our current market)
  • Access for specialty care
  • Innovative partnerships and competing with disruptors (new ones and those leaving)
  • Business planning (developing plans, rapid cycle prototyping and scenario planning)
  • New models of care & revenue strategies (e.g. value-based care, virtual health/telemedicine, population health, ACOs, CINs, health & wellness, payor partnerships, at home hospital, concierge medicine, direct-to-employer and direct primary care, etc.)
  • Integrating capital and financial planning (Value-based care models)
  • Workforce and access related to strategic growth
  • Planning for political and social issues

Innovation & Cross-Disciplinary Solutions:

  • Showcase how marketing, communications, planning departments can collaborate across their organization
  • Preparing for the future healthcare (5–10 year outlook)
  • Social determinants of health, health equity, and access
  • Emerging health care trends, new care delivery methods (hospitals at home, next gen telehealth), disruptors & innovation, AI’s overall impact on health care and how it can reduce silos
  • Health care policy, advocacy, regulations
  • Innovation & transformation (e.g. innovation centers, diversified revenue opportunities & investments, out-of-industry applications, private equity investment)
  • Consumerism, patient engagement, and personalized care
  • Technology-enabled innovation for digital access, seamless patient navigation, human design, use of AI.
  • Strategic partnerships & stakeholder alignment
  • Planning for the future of health care-What is next?
  • Out-of-industry best practices

Career & Leadership Development:

  • Career growth, development, and protection (e.g., executive presence, emotional intelligence, change acceleration)
  • Meeting demands/needs of Next Generation (Millennial/Gen Z)
  • Work-life balance and salary negotiations
  • Budget and financial management– staffing, prioritization, budget cuts, challenges for small organizations
  • Workforce:
    • Workforce planning - turnover challenges and retention strategies
    • Mental health and emotional well-being; burnout & resiliency
    • Employee Engagement strategies
    • Managing remote-based workers and hybrid work environments and keeping employees engaged in virtual environments
  • Enhancing staff roles, processes, re-organization of teams, team building, mentorship
  • Project management tools- how to manage projects/time when everything becomes a priority and there are fewer staff