Health Care Marketing: San Francisco

Courtyard San Francisco Downtown
299 Second Street, San Francisco, CA 94105
3/25/2013 8:00 AM - 3/26/2013 5:00 PM
Register before 2/26/2013 12:00 AM for early registration fee
Building Brands. Moving Markets. Delivering Value.
Listen to a sneak peek Health Care Marketing Podcast by Instructor Rhoda Weiss, founding president of American Hospital Association Society for Healthcare Strategy & Marketing Development.  She is also the editor of AMA's Marketing Health Services magazine. Joining Rhoda during the two-day session will be well known guest speakers in health care marketing and communications. 
Health care marketing is undergoing dramatic reinvention and change because of emerging trends, reform uncertainties, the emergence of social marketing and a renewed focus on quality, outcome and prevention.

Executives are demanding higher impact and bigger returns from marketing investments, and marketing professionals are more closely aligning their efforts with strategic objectives, customer experience and the integration of communications across multiple platforms and channels. This seminar offers proven approaches to proactive health care marketing with specific action steps, strategies, techniques and tactics to move markets and increase visibility, awareness, understanding, market share and profitability.  
Event Sponsored By:
Here's what attendees had to say:
“The AMA Health Care Marketing Training Series is an intensive two days focusing on all aspects of marketing to and for the health care industry. Rhoda Weiss is a brilliant and enthusiastic guide through theory, best practices and practical applications.”
  - Kim Reynolds | VP, Marketing Services, LifePoint Hospitals®  
"Energy. Engagement. Education. This seminar was the real-deal. The  small class size and one-on-one  interaction was priceless.  Outstanding presenters. Can't wait for the next one."
  - Dan Fredricks | Marketing Manager, Dean Clinic, Madison, WI
Health Care Marketing - Learning Objectives
  • Understand and seize opportunities resulting from reform, medical advances, demands for quality and outcomes, health-conscious consumers, social media and more. 
  • Discuss steps to develop and implement more refined, targeted and
    leaner marketing plans that deliver results.
  • Get insights into consumer needs, behaviors and successful targeting tactics by age, culture, ethnicity and health status.
  • Explore techniques to engage physicians, employees and other stakeholders as partners, referrers and marketing ambassadors to advance your message and influence conversations and communities.
  • Discuss successful best practices and case studies that use multitudes of mediums across many platforms to maximize their messages. 
  • Determine low- to no-cost tactics to target and grow market share that deliver value, expand relationships, are easy to implement and are closely aligned with strategic initiatives.
  • Hear about the latest in branding, brand equity, buzz and creative content creation that captures customers’ imagination, moves markets, positions and differentiates from competitors.  
  • Learn fresh, innovative approaches to marketing, research, social media, messaging, profitable partnerships and community building to influence the conversation, build enthusiasm, generate word of mouth, and achieve market saturation and success.
Health Care Marketing - Who Should Attend
This session is for anyone interested in learning compelling, practical, innovative and robust approaches to health care marketing, strategy, research, planning, stakeholder relations, communications, branding, best practices and other elements of marketing during an era that promises dramatic changes and challenges in how we practice marketing.

Health Care Marketing Cancellation Policy
All Training Intensive cancellations and requests for refunds must be submitted to the AMA via email at Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee.
Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to at least two weeks prior to the event start date.  No refunds will be given after March 11, 2013.
A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company. 

Health Care Marketing Speakers Joining Rhoda 

Karen Albritton, President, Capstrat, a leading communications firm that’s created ground-breaking marketing for health plans, hospitals, health systems and more, including a campaign that’s helped prevent thousands of teens from using tobacco and one of the most provocative, disarming communications strategies, the Let’s Talk Cost “scape-goat” campaign, which combines humor and complete transparency to address the complex, polarizing issue of medical costs. 

Linda MacCracken, Vice President, Truven Health Analytics, has 20+ years in health care, including leading marketing, business development, strategy and physician relations activities.  For Truven, she leads hospital advisory services and is involved in market based solutions with physician aligned consumer engagement services. She holds  a teaching appointment at  Harvard’s Masters of Management Program for physician and dental executives, and is author of Market Driven Strategy. 

Susan Solomon, author of Building Powerful Health Care Brands, is Vice President of Marketing & Communications for St. Joseph Health System, with 14 hospitals in California, Texas and New Mexico. During her career she helped pioneer many digital marketing “firsts” for health care organizations and is a national speaker and author on social media and health care marketing. A Fulbright Scholar and award-winning professional, she has taught marketing at California universities.

About the Health Care Marketing Instructor
Rhoda Weiss

Health Care Marketing Schedule
Day One
8:00–8:30 a.m.          Continental Breakfast
8:30 a.m.–5:00 p.m. Program (includes Lunch, Morning and
Redefining, Reinventing Health Care Marketing
• Succeeding in an Evolving Health Care Marketplace
• Capitalizing on the Journey through Change
• Recognizing Marketing Myths and Realities
• Reevaluating Roles, Responsibilities and Skills Required
Developing, Implementing Marketing Plans That Deliver Results
• Creating Marketing Plans that Engage Stakeholders, Demand Action
• Adopting Targeted, Cost-Effective Market Research Techniques
• Identifying Strengths, Seizing Opportunities, Overcoming Barriers
• Aligning Strategy, Patient Experiences, Integrated Communications
Segmenting Audiences for Micro-Marketing
• Expanding Reach to Larger Targeted Audiences
• Reaching Targets by Age, Culture, Ethnicity, Health Status
• Understanding Cross-Cultural Needs, Nuances and Mores
• Adopting Proven Practices in Multi-Cultural Marketing
Building Strong Brands, Increasing Awareness
• Understanding how Strong Brands, Identities Move Markets
• Making Names Work with Every Communications Vehicle
• Ensuring Brands Reflect Value Proposition, Truth behind the Image
• Engraving Brands on Customer Consciousness
Marketing Health Care Organizations: Best Practices, Case Studies
• Capitalizing on Major Referrers, Stakeholders and Influencers
• Learning Best Practices for Providers, Hospitals, Physicians,
• Advancing Marketing and Communications to and for Health Plans
• Sharing Successes in Cardiac, Women’s, Cancer, ER, Ortho,
  Pediatrics and more
• Adopting Marketing from Senior Services, Mental Health, Home Care,
Reaching Other Key Influencers
• Rallying Influencers
• Tapping Board Members, Volunteers, Vendors, Supporters
• Integrating into the Employer Network
• Identifying Unusual Health/Non-Health Related Referral Sources
• Enlarging Community Connections, Funding
Integrating Marketing Communications
• Cutting through Clutter of Media Proliferation
• Identifying Best Channels, Tools, Techniques for Messaging
• Maximizing and Multiplying Messages across Multiplying Channels
• Revolutionizing Advertising, Outdoor, Direct Marketing
• Aligning Strategy, Marketing, Public Relations, Sales, Outreach
Day Two

8:00–8:30 a.m.         Continental Breakfast
8:30 a.m.–5:00 p.m. Program (includes Lunch, Morning and
Pursuing Perfect Customer Service
• Improving Patient Satisfaction at Every Touch Point
• Linking Patient Experiences to Marketing Activities
• Advancing “Why-Didn’t-I-Think-of-That,” “aha” Moments
• Taking Advantage of Care Before, During, After and Long-After
Navigating Social Media to Inform, Connect, Engage, Empower
• Improving Website, Mobile, Facebook, LinkedIn, Twitter, YouTube,
• Adopting Best Practices in Social Media
• Evaluating Individual Social Media Channels
• Overcoming Resistant to Social Marketing

Influencing Participation, Conversation and Community
• Deploying Word-of-Mouth, Guerilla Marketing
• Creating Memorable Experiences
• Engaging Audiences to Spread Messages, Influence Health Decisions
• Empowering People to Integrate Wellness in Their Daily Lives
• Reaching People When, Where and How They Wish to Receive
Escalating Public Relations Strategies and Tactics
• Positioning Public Relations for Organizational Success
• Expanding Community Outreach
• Reaching Traditional and Online Media, Citizen Journalists
• Tackling Crisis Management, Communications
Assessing Structure, Strategies, Tactics, Tools, Customers
• Selecting evaluation methods, tools for each activity
• Assessing what, which, where, how, whether marketing worked
• Evaluating, gaining feedback at critical touchpoints
• Utilizing assessments to improve efforts
Where do we go From Here?
• Reinventing Health Care and Health Care Marketing
• Embracing and Keeping up with Change
• Delivering Value
• Ensuring Sustainability
• Advancing Health, Altering Behavior
• Becoming Indispensable, Making a Difference


Registration is not available at this time.
Hotel Location
Courtyard San Francisco Downtown
299 Second Street
San Francisco, CA 94105 
Phone:  1 415.947.0700
Fax:  1 415.947.0800
Reservations:  1 800.321.2211

Welcome to the Courtyard Downtown San Francisco Hotel by Marriott, an urban Courtyard located just blocks from MOMA, the Moscone Center and the Embarcadero. Experience the Downtown San Francisco hotel which is right at home among the cafes and galleries of the eclectic SoMa (South of Market) district. Union Square, the Metreon Entertainment Complex and AT&T Park are also nearby. The Downtown San Francisco Hotel Package offers the amenities of a luxury hotel such as valet parking, a Starbucks and Whispers Bar and Grill in the lobby, Jasmines Restaurant for breakfast, room service, event catering, indoor pool, and complete fitness room at a price that other luxury hotels cannot touch. Here to work? Enjoy the large work desk and free high-speed internet available in all rooms.

Rates: $229.00 single/double (plus applicable state & local taxes, currently 15.5% + $0.13 CA tourism fee, which are subject to change without prior notice)
Rates are based on availability.

Please call 1 415.947.0700 or 1 800.321.2211 & reference the American Marketing Association to make reservations.
The cut-off date for reservations is February 25, 2013. After February 25, 2013, reservations will be accepted based on availability and at the prevailing rate.

In order to confirm a reservation, the hotel will require a credit card or first night’s room & tax deposit, refundable up to 6:00 p.m hotel time on the day of arrival.  Cancellations made after 6:00 p.m. on the day of arrival & no-shows will forfeit the initial deposit.

Check in time is 3:00 p.m., and check out is at 12:00 p.m. Anyone arriving earlier than 3:00 p.m. will be checked in as soon as room(s) become available. Guests checking out early may be assessed an early departure fee.  Upon check in, guests will be asked to verify their departure date.  At that time, scheduled departure dates may be altered. 

Area Attractions & Events
Please visit San Francisco Travel Association for additional city information.


The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.
​AMA's travel coordinator, Tower Travel Management, is available to assist with reservations.  Call 1 800.542.9700 within the U.S. and Canada.  Reservation lines are open Monday through Friday 8 a.m. - 6 p.m. CST or, you may contact them via email at
Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply.
​Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. Reserve a car now or call Alamo Rent A Car at 1 800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars. Low Rates. Free Pick-up.
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve a car now. Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental.  And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. Enroll now.
Reserve a car or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation.  Go National. Go Like a Pro.
Directions & Transportation
Area Airports
From San Francisco - SFO
Distance: 14 miles N
Driving directions: Exit airport heading north on Highway 101 toward San Francisco. Follow 101 North until it intersects with Highway 280. Take 280 North toward Port of San Francisco. Highway 280 will turn into King Street. From King Street, turn left on 2nd Street. Hotel is on the right at the corner of 2nd and Folsom.

Estimated taxi fare: $40.00 (one way)

Airport Shuttle Service (Operated bySuperShuttle)
SFO – Claim your luggage (lower level). Proceed to the upper level and outside to the curb. Follow the SuperShuttle signs to get to the SFO Airport agent (in teal green jackets) and they will arrange your SuperShuttle transportation to your destination. You will wait for your van at Terminal 1 (across from Air Canada) or Terminal 3 across from United door #3.
Please call 1 800 BLUE VAN (1 800.258.3826) for more information.
Single Fare One-Way: $17.00 (subject to change without notice)

From Oakland - OAK
Distance: 18 miles NW
Driving directions: Exit airport following signs to Highway 880 North. Enter highway heading north following signs toward San Francisco. Cross Bay Bridge into San Francisco and exit the Bay Bridge at the Harrison Street Exit (left side). At the bottom of the ramp turn left on Harrison. Go two Blocks and turn Right on Second. Hotel will be on your right.

Estimated taxi fare: $60.00 (one way)

Airport Shuttle Service (Operated by SuperShuttle)
OAK - Advanced reservations are required. Please call 1 800 BLUE VAN (1 800.258.3826) to make your reservations. Upon arrival call the same 800 number, select option 1 and provide your reservation number so we can accommodate you. Please wait for your SuperShuttle van across from Terminal 1, shelter number 3, at the “Door to Door Reservation” zone.
Single Fare One-Way: $27.00 (subject to change without notice)

Parking at the Hotel

Valet Parking is available at the Courtyard San Francisco Downtown
Daily fee: $52.00 (including taxes, subject to change without notice)
Valet parking includes in & out privileges.
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