Heath Care Marketing - Washington, D.C.

Capital Hilton
1001 16th Street NW, Washington, DC 20036
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

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.

Download the Health Care Marketing Brochure >>

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. 

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
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
All Training Intensive cancellations and requests for refunds must be submitted to the AMA via email at cnelson@ama.org. 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 info@ama.org at least two weeks prior to the event start date. No refunds will be given after October 29th. 

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 – About the Instructor
Rhoda Weiss ​​​

​Health Care Marketing Schedule

Day One

8:00 – 8:30 a.m. Registration and Continental Breakfast

8:30 a.m. – 5:00 p.m. Program (includes Lunch, Morning and Afternoon Break) 

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, Outpatient
  • 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, Hospice 

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 Afternoon Break)

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, Blogs
  • 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 Messages

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.
Training Series Hotel Location
Capital Hilton
1001 16th Street NW
Washington, DC, 20036
Phone: 1 202.393.1000

Located just two blocks from the White House and three Metro stations, the Capital Hilton hotel is only five miles from Ronald Reagan Washington National Airport (DCA). Set in the heart of the US capital, this downtown Washington, DC hotel serves as a convenient base when sightseeing in this historically rich city. Walk to attractions such as National Mall, the Washington Monument and memorials.

Dine at the downtown Washington, DC hotel in the North Gate Grill Restaurant, serving contemporary American cuisine, and then unwind at the Statler Lounge where you can sip classic cocktails in a sleek setting. Indulge at Washington DC’s premier MINT health club and day spa, offering extensive, modern cardio equipment and a studio room for yoga, stretching and core-muscle training. The day spa offers rejuvenating treatments.

Rates: $229.00 Single/Double occupancy (plus applicable taxes, currently 14.5%)

Please use GROUP CODE AMA when reserving a room online.

To make reservations, please call 1 800.HILTONS & mention AMA Health Care Marketing. You must make your hotel reservations by October 14, 2013 and properly identify yourself to qualify for the special group rate.  Rates are based on availability.

• A credit card is required to make a reservation.
• If you use a debit/credit card to check in, a hold may be placed on your card account for the full anticipated amount to be owed to the hotel, including estimated incidentals, through your date of check-out and such hold may not be released for 72 hours from the date of check-out or longer at the discretion of your card issuer.
• If you wish to cancel, please do so 3 days prior to arrival to avoid cancellation penalties.
• Guests checking out early will be charged an early departure fee of one night’s room and tax.  At check in, the front desk will verify your check-out date.
• 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.

Area Attractions and Events
Please visit Destination DC for city information.

Conference Attire 
Conference attire is business casual.  Meeting rooms tend to be cool so you may wish to bring a sweater/jacket.

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 association@towertravel.com.
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 to Hotel
Capital Hilton is located two blocks north of the White House on 16th Street and K Street, in Northwest Washington, DC. 

Washington National Airport
DCA - Follow signs to Washington. Take first exit to I-395 N, which becomes 14th St Bridge. Move to left lane and go north on Route 1 (14th St). Turn left on I St. Turn right on 16th St. Go north one block. Hotel is on corner of 16th and K.
Distance from Hotel: 5 mi.
Drive Time: 20 min.

Transportation (DCA)
Super Shuttle  $14.00
Taxi  $20.00
Subway/Rail  $2.50

Washington Dulles International Airport

IAD – Take Dulles Toll Road to I-66 East. Follow signs to Washington. Take Constitution Ave exit. Turn left on 18th. Turn right on H St and then left on 16th. Go north two blocks. Hotel is on corner of 16th and K.
Distance from Hotel: 25 mi.
Drive Time: 45 min.

Transportation (IAD)
Taxi  $55.00
Super Shuttle  $29.00

Baltimore/Washington International
BWI – Take Balt-Wash Pkwy (I-295 S) to Route 50 W (will become New York Ave). Cross over N Capitol St into Northwest DC. At Mt Vernon Sq, turn left on 10th St and right on K St. Turn right on 16th St. Hotel is on corner of 16th and K.
Distance from Hotel: 30 mi.
Drive Time: 1 hr.

Transportation (BWI)
Taxi  $85.00
Super Shuttle  $38.00

Shuttle Service
SuperShuttle provides transportation to & from the DC area airports.  Please call SuperShuttle at 1 800.BLUE VAN (258.3826) to make reservations.  You can also visit SuperShuttle for more information or to make reservations.

The hotel is easily accessible to three different Metro Stations: Farragut North (Red Line), Farragut West (Blue & Orange Lines), and McPherson Square (Blue & Orange Lines).
Please visit MetroRail for more information.

Parking at the Hotel
Valet parking is available at the Hotel for overnight guests.  Rate is $47.20 per 24 hours (includes in & out privileges) & is subject to change without notice. 
The hotel offers valet parking only, however there are self-park garages nearby, which are not operated by the hotel.
​There are no sponsorship opportunites with this event.
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