Health Care Marketing

San Francisco Marriott Union Square
480 Sutter Street, San Francisco, CA 94108
3/17/2014 8:00 AM - 3/18/2014 5:00 PM
Register before 2/19/2014 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.

Download 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 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 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 March 3, 2014. 

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

This event has passed and is unavailable for registration.

Training Series Location
San Francisco Marriott Union Square
480 Sutter Street
San Francisco, CA 94108
Phone: 1 415.398.8900

Sitting on the corner of Sutter and Powell, the Union Square hotel in San Francisco, California is just steps from world-class shopping, restaurants, bars and the theater district.

Rates: $289.00 single/double (plus applicable state & local taxes, currently 16% + $0.11 Commerce Fee, which are subject to change without notice)
Rates are based on availability.
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.

Please call 1 415.398.8900 or 1 800.228.9290 & reference Health Care Marketing to make reservations.  The cut-off date for reservations is February 24, 2014.  After February 24, 2014, 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 4:00 p.m., and check out is at 12:00 p.m.  Anyone arriving earlier than 4:00 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.

ADA
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 & Transportation
From San Francisco - SFO
Distance: 14.2 miles N
Driving Directions: From South (SFO); US 101 N to I-80E, toward Bay Bridge.  Take 7th Street exit.  Turn right at Folsom St. Left on 3rd Street.  Continue on Kearny St.  Turn left on Sutter St.  Hotel is 3 blocks down Sutter on the right, at the corner of Sutter and Powell.
Estimated taxi fare: $55.00 one-way

Airport Shuttle Service (Operated by SuperShuttle)
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: 20.1 miles NW
Driving directions: I-880 North towards Oakland.  I-80 West (Bay Bridge).  Exit onto Fremont St., cross Market St., Fremont becomes Front St.  Left at Pine St.  Left at Montgomery St.  Right at Sutter St. Hotel located on the right, 4 blocks up Sutter St. at the corner of Sutter and Powell.
Estimated taxi fare: $75.00 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)

Public Transportation
Bay Area Rapid Transit
San Francisco Municipal Transportation Agency (SFMTA)
Caltrain

Parking at the Hotel
Valet Parking is available at the hotel for a daily fee of $58.14 (subject to change without notice).

 
 

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