Health Care Marketing - 2015 - San Francisco

Sheraton Fisherman's Wharf Hotel
2500 Mason Street, San Francisco, CA 94133
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 Training

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

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 program 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 30, 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.

Health Care Marketing – About the Instructor(s)
Rhoda Weiss
Karen Albritton
Linda McCracken

​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. – 4:00 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 Location 

2500 Mason Street
San Francisco, CA 94133
Phone: +1.415.362.5500

Experience a fee
ling of welcome unlike any other at the newly-renovated Sheraton Fisherman’s Wharf Hotel. Having just completed a $33 million renovation, this amazing hotel has unveiled a whole new look at San Francisco’s famous Fisherman’s Wharf. Centrally located in one of San Francisco’s most popular neighborhoods, the hotel is close to all the major attractions such as Pier 39, Ghirardelli Square, Alcatraz Island, and much more.
Enjoy the light-hearted, yet sophisticated ambiance and colorful, yet peaceful décor. Relax with a cocktail in the outdoor living room, complete with fire pits. Take a swim in the outdoor pool or work out in the fitness room.

Rates: $185.00 single/double occupancy (plus applicable state and local taxes, currently 16.35%, 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 special rates available.

Reserve a Room Now​

Or call +1.888.627.7024 and reference AMA Health Care Marketing to make reservations. The cut-off date for reser
vations is March 20, 2015. After March 20, 2015, 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 and tax deposit, refundable up to 6:00 p.m hotel time on the day prior to arrival. Cancellations made after 6:00 p.m. on the day prior to arrival and no-shows will forfeit the initial deposit of 1 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.  

Area Attractions and 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 8:00 a.m. - 6:00 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

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National Car Rental

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From the East
Take Interstate 80 to the Bay Bridge. Exit at Fremont Street and turn left; proceed to Howard. Turn right on Howard and continue to Embarcadero. Turn left onto Embarcadero and continue to Northpoint. Turn left onto Northpoint; the hotel is located on the right.

From North
Take the Golden Gate Bridge/Highway 101 South to the Marina Boulevard Exit. Turn left onto Bay Street and proceed one mile. Turn left onto Mason Street, continue for one block, and turn right onto Northpoint. The hotel entrance will be located on the left.

From the Cliff House (West)
Take Geary Boulevard and turn left onto Van Ness Avenue. Proceed approximately 0.5 miles, and then turn right onto Northpoint. Continue for seven blocks to the hotel. The hotel is located at the corner of Northpoint Street and Mason Street.

From South
Take Highway 101 North to Interstate 280 North. Follow I-280 until it turns into King Street, then Embarcadero. Continue for two miles, and then turn left onto Northpoint. The hotel entrance is located between Powell and Mason, on the right.


From San Francisco - SFO
Estimated taxi fare: $55.00-$60.00 one-way

Airport Shuttle Service (Op
erated 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
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)

Parking at the Hotel

Self-parking is available at the hotel for $50.00 plus tax per night. Valet is available for $55.00 plus tax per night. Please note that oversize vehicles will be charged $59.00 plus tax per night. Rates are subject to change without notice.

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