Health Care Marketing - 2015 - Houston, TX

Houston Marriott West Loop by The Galleria
1750 West Loop South, Houston, TX 77027
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

Health care marketing is undergoing dramatic reinvention and change because of emerging trends, reform uncertainties, the importance 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.​



  • How to seize opportunities resulting from reform, medical advances, demands for quality and outcomes
  • Insights into consumer needs, behaviors and successful targeting tactics. 
  • Techniques to engage physicians, employees and other stakeholders as partners, referrers and marketing ambassadors
  • The latest in branding, brand equity, buzz and creative content creation
  • Fresh, innovative approaches to marketing, research, social media, messaging, profitable partnerships and community building

See the full agenda >>​



  • Steps to develop and implement more refined, targeted and leaner marketing plans that deliver results.
  • Best practices and case studies that use multitudes of mediums across many platforms to maximize their messages.
  • 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.



You should consider attending this training if you:

  • Are interested in learning compelling, practical, innovative and robust approaches to health care marketing
  • Are seeking proven strategies, techniques and tactics in order to tackle your most challenging health care marketing issues in this rapidly changing industry.


Rhoda Weiss

President, Rhoda Weiss Consulting Group Inc.

​If you have been in health care marketing for even a nanosecond, you are likely to be familiar with Rhoda Weiss for her many outstanding achievements as a health care executive, consultant, speaker to 700+ organizations and extensive leadership of national organizations. She is founding president of the American Hospital Association Society for Healthcare Strategy and Marketing Development as well as the first recipient of their Award for Individual Excellence.  She is also the past national chair/CEO of Public Relations Society of America, and has received their Health Academy Lifetime Achievement and Educator Academy Ferguson Awards. Former AMA Marketing Health Services editor and columnist, Dr. Weiss was named UCLA Extension Distinguished Instructor, Kellogg Foundation Fellow and Women in Health Administration President. Her recent dissertation focused on branding and name changes among health providers. She’s written 300 journal articles and a book, Managing Health Care Reform: Ideas for Leaders. Her client list is a who’s who of health systems, hospitals, insurers, home health, hospice, mental health, aging programs and others. She has been interviewed for CNN, Wall Street Journal, New York Times, HealthLeaders, Los Angeles Business Journal, Provider, Modern Healthcare, AP, Public Radio, Inc, Healthcare Marketing Report, CFO Zone, Baltimore Sun, Washington Times, Crain’s Business and scores more. She has created multitudes of successful marketing and communications plans, partnerships and strategies.


​Linda MacCracken

Senior Principal, Accenture Health and Public Service Practice

Linda MacCracken has more than 20 years of experience in health care strategy, marketing and CRM (Customer Relationship Management). Linda has worked with and in health care organizations as the Chief Marketing Officer and Chief Strategy Officer, helping the organizations achieve market share growth. She is author of the book, Market Drive Strategies: An Executive Guide to Health Care’s Integrated Environment, and has written columns on mobile health care, generational approaches to health care, segmentation, CRM and more. Linda holds a faculty appointment at Harvard University’s Masters in Management Program, where she has taught marketing to physician executives since 2001. Prior to joining Accenture, Linda was Vice President of Advisory Services at Truven Health Analytics and Vice President of Product Management at Thomson Reuters. Previous to those executive positions, she was the Vice President of Marketing and Business Development at Northwest Community Healthcare in the Greater Chicago area and Chief Market Planning Officer at Sturdy Memorial Hospital  Healthcare in the Greater Boston area. Additionally, she has served as a digital awards judge for EHealth, participated on many committees and was a member of the Board of Directors for the American Hospital Association Society for Healthcare Strategy & Market Development. This year, she served as a conference advisor to HIMSS (Health Information and Management Systems Society), and also a conference advisor to the Healthcare Strategy Institute. Linda is a frequent speaker on physician engagement and consumer growth as well as other topics. She holds an MBA in Healthcare Management from Boston University and a bachelor’s degree in Psychology from Macalester College. She is a frequent speaker for the American Marketing Association Health Care Marketing Training Series and other groups.

Kimberly Eller

Social Media Manager, Capstrat

Kimberly is the social media manager at Capstrat, an integrated communications firm based in Raleigh, North Carolina. She is a communications and social media strategist for clients in health care, life sciences and technology. Kimberly specializing in helping organizations understand the role and impact social media can play in their business, from building reputation to driving revenue. From developing a paid, owned and earned channel strategy for Blue Cross and Blue Shield of Arizona and thought leadership support for Deloitte Life Sciences and Health Care to crisis monitoring for clients such as UNC Health Care, Blue Cross and Blue Shield of North Carolina and Medfusion, she has experience reaching and engaging payers, providers and physicians. Throughout her time at Capstrat, Kimberly has supported multiple clients in health care, technology and professional services with the development of internal social media training programs on corporate guidelines, best practices by channel and the art of social selling. Kimberly is a strategic communications graduate from Elon University and a member of the Richmond chapter of the American Marketing Association.

Cara Zorzi
Director of Marketing, MD Anderson Cancer Center

Cara leads global marketing efforts; including advertising, marketing programs and market research to integrate the Voice of the Customer into marketing plans and clinical operations. Cara has spent the past fifteen years focused on marketing planning, customer insights and business strategy. Before joining MD Anderson, Cara spent several years managing physician and community marketing and market research at nationally-ranked Texas Children’s Hospital, where she developed a passion for healthcare. Prior to this, she led site selection forecasting and customer segmentation research for a real estate consulting firm. She is a Louisiana-native, holds a Master of Science in Marketing and is active in several professional marketing associations. Cara has been published nationally in Marketing Health Services and Healthcare Strategy Alert, and often shares her knowledge of innovative marketing and customer research at industry conferences and events.

Health Care Marketing - Cancellation Policy

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 October 19, 2015. 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.

Registration for or participation in this training program constitutes an agreement by the registrant to permit the AMA to the use and distribution (now and in the future) of the registrant or attendee's image and/or voice in photographs, videos, electronic reproductions, and audiotapes of such events and activities. For questions or concerns, please call 800.262.1150 or email​

Please note: Any hotel room booked outside the AMA negotiated block of rooms will not be reimbursed for expenses, including the need to cancel the event.​

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. – 4:30 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 Location 

Houston Marriott West Loop by The Galleria
1750 West Loop South 
Houston, TX 77027 
Phone: +1.713.960.0111
Reservations: +1.800.228.9290

Room Rates: $149.00 single/double (plus applicable state and local taxes, currently 17%, 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 note: Any hotel room booked outside the AMA negotiated block of rooms will not be reimbursed for expenses, including the need to cancel the event.​

Reserve a Room Now​

Or call +1.800.228.9290 and reference American Marketing Association to make reservations. The cut-off date for reservations is Friday, October 9, 2015. After October 9, 2015, reservations will be accepted based on availability and at the prevailing rate. 

A credit card or deposit in the amount of (1) one night’s room and tax for each confirmed room will be due at time of booking. Cancellations made within (24) twenty-hour hours prior to arrival and no-shows will forfeit the initial deposit. If you fail to arrive on your confirmed arrival date, your entire reservation will be cancelled and your credit card will be charged for one night’s room and tax.

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.

Hotel Features, Services and Accommodations
Please visit Houston Marriott West Loop by The Galleria for a full list of services and features. 

Area Attractions and Events
Please visit Houston Convention & Visitors Bureau 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 8:00 a.m. – 6:00 p.m. CST or, you may contact them via email at

ower 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.

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Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
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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.

Driving Directions
George Bush Intercontinental Airport – IAH (26.5 miles)
Follow signs out of Airport to Beltway 8 South/45 South. Take the highway Beltway 8 West to Interstate I-45 South. Take highway ramp to Interstate 610 West. Continue on Interstate 610 West to Interstate 610 South. Proceed on Interstate 610 South for approximately 5 miles. Exit Post Oak Blvd. Proceed on access road passing through Post Oak Blvd remaining on the feeder road of Interstate 610. Hotel entrance is on the right hand side of the access road of Interstate 610 South.

William P Hobby Airport – HOU (18 miles)
Follow signs out of Airport for Interstate 45 North. Take Interstate I-45 North to exit 46B on the left to merge onto TX-288 S toward Lake Jackson/Freeport/US-59 S/Victoria. Take the exit onto US-59 S toward Victoria. Take the Interstate 610 N exit. Keep right at the fork, follow signs for I-610 N and merge onto I-610 N. Take exit 9 toward San Felipe Rd/Post Oak Blvd. Merge onto West Loop S. Sharp left to stay on West Loop S. Destination will be on the right.

George Bush Intercontinental Airport (IAH) estimated taxi fare: $65.00 (one way)
William P Hobby Airport (HOU) estimated taxi fare: $50.00 (one way)

Airport Shuttle Service (Operated by SuperShuttle)
SuperShuttle provides airport shuttle service to and from the area airports. Advance reservations are recommended. Please call 1 800 BLUE VAN (1 800.258.3826) for more information. Rates are subject to change without notice. 
George Bush Intercontinental Airport (IAH) Single Fare One-Way: $25.00 
William P Hobby Airport (HOU) Single Fare One-Way: $24.00 

Public Transportation

Parking at the Hotel
Self-parking is available at the hotel for $19.00 per day. Valet parking is available for $29.00 per day. Rates are subject to change without notice.

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