Patient as Consumer - 2018 - Chicago, IL

One Prudential Plaza - AMA Support Center, 130 E. Randolph St., 22nd Floor
Chicago, IL 60601
2/1/2018 8:30 AM - 2/1/2018 5:00 PM
Register before 1/4/2018 11:59 PM for early registration fee

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Change Your Mindset, Change Your Approach, Change Your Appeal

Every day, 10,000 baby boomers turn 65. If we wait for them to become healthcare patients, we've ​​left ourselves out of the game. Members of Gen X, Gen Y and Millennials will be caring for those boomers as they age. Marketers must think of both markets as consumers rather than patients.  

Healthcare marketers will participate in a thought provoking one-day workshop that will challenge traditional thinking around healthcare providers and the people who use their services, programs and products.  As you embrace the patient as consumer, how will it affect your practices, your messaging and ultimately your brand position?



During this training, participants will: 
  • Fully explore the journey of patient as consumer and the three factors impacting the revolution: societal, economic and market forces.
  • Consider the roles of brand, messaging and creative in healthcare delivery networks to ease the confusion about healthcare options that exists for consumers.
  • Hear from industry spokespeople, in video cameo presentations, about how their organizations are rethinking patient as consumer.
  • Leave with a new marketing framework to return to your organization armed with the insights to begin a transformation, from segmentation to marketing messaging to talent needs.

LEARNINGS

  • Consumerism: Facts, myths, and today’s reality
  • Learn from what the industry has already launched, and recognize where your market measures up against six segments of consumers as you prepare to respond
  • Using examples of 2017 consumer focused healthcare options, you’ll see how the industry is already responding
  • Guided by the wisdom of several contributing experts, we’ll develop consumer focused messages, a consumer sensitive marketing mix and consumer centric brand and creative applications. 
  • Apply the marketing lessons to the attendee organizations in small group working sessions
 KEY TAKEAWAYS
  • The three key factors affecting transformation—societal, economic, and market forces—have collided to create the right environment for the shift from supply-driven care to demand responsiveness. 
  • The three forces of consumerism that are demanding big changes in healthcare are the need for transparency, access to funding and affordability, and the development of a retail mindset by healthcare providers and consumers. 

Instructor

Candace Quinn
Chief Customer Officer, Candace Quinn Consulting

Candace Quinn is a nationally recognized healthcare marketing expert with over 30 years of experience working exclusively with healthcare organizations in roles that span Chief Marketing Officer, Chief Operating Officer, Chief Communications Officer to external consultant.  She has worked not only with some of the industry’s largest health systems but also some of its smallest critical access hospitals---and everything in between.  She’s helped nonprofit related organizations (ANA) and large market research firms target healthcare workers and their related constituents.  She’s overseen national consumer studies, regional in-depth consumer analysis, and extensive patient experience measures.  ​


Cancellation Policies


The Patient as Consumer Agenda


8:00 - 8:30 am. Registration and Continental Breakfast
8:30 am - 5:00 pm. Program (includes lunch, morning and afternoon breaks)

8:30 - 9:00 am – Welcome and introductions 

I. Consumerism
  1. What is it?
  2. Debunking Myths
II. Three factors affecting Consumerism in Healthcare
  1.   Societal
    • Man’s greatest generation—facts and hx. 
    • Baby Boomers–facts and hx Trends
    • Gen X, Gen Y affect on healthcare transformation  
    • Millennials facts, make up, habits
    • Guest Video Cameo—Rob Klein, Founder & CEO, Klein and Partners
2.  Economics  
  • Insurance
      •  Managed Care
      • ACA (Obamacare)
      • GOP Plan
      • Guest Video Cameo
  • Value 
      • Outcomes
      • Convenience
      • ​Experience
3.  The Market 
      • ​From closest to my choice
      • ​Technology
        • ​​Internet
        • ​​Virtual
        • ​​Guest Video Cameo—Kathy Divis, Co-Founder and President, Greystone.net
      • ​World is small—affordable and disconnected
      • ​​More Alternatives today
    • The Other Perspective
III. Consumerism Forces
  • Transparency
  • Access to Funding 
  • Retail Mindsets (convenience, service and support)
  • What does consumerism look like?  Follow the money!
    • Guest Video Cameo
    • Case Studies
IV. How Will this Impact How Your Organization Approaches Marketing?
  1. Message Development 
    • Multigenerational impact
    • Brand meaning and its delivery
    • Guest Video Cameo—Rob Rosenberg, Owner, Springboard Brand & Creative Strategy​ – Heartbeat v Chestbeat
    • Small Group Exercise – Develop your Message 
     2.  Mix - what mediums can you use/should you use, and what considerations are there
          for message delivery
    • Guest Video Cameo - Stephen Moegling, Chief Growth Officer, Franklin Street Marketing
    • Small Group Exercise - Develop your Mix profile 
    3. Creative – today’s role models and their targets
    • Mutigenerational
    • Mix implications
    • Guest Video Cameo—Gary Mueller, BVK, VP, Creative Director and President, Serve Marketing
    • Small Group Discussion – Impactful Creative today 
   4.  Best Practices - Messaging, Delivery and Creative
    • Transparency and articulating value
    • Educating, informing and supporting consumers as they are learning how to engage
    • Right insights into consumer distinctive behavior and preferences
    • Broader ecosystem and connect with new players 
    • Different talents on the team
Wrap-Up

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Training Series Location 

One Prudential Plaza - AMA Support Center​
130 E. Randolph St., 22nd Floor
Chicago, IL 60601
Phone: +1.312.542.9000

Located in the heart of downtown Chicago on the northeast corner of Michigan Avenue and Randolph Street (two blocks South of the Chicago River), The American Marketing Association's, AMA Support Center is just steps away from Millennium Park as well as the City's premier hotels, shopping and entertainment. The AMA Support Center is conveniently located near two international airports: O'Hare (18 miles) and Midway (11 miles). It is also within a five to eight minute walk of some of Chicago's finest hotels. Three of them are the Swissôtel, Hyatt Regency Chicago and the Fairmont.

Recommended Hotels 

Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.1234
Walking Distance to AMA Support Center (5 minutes) 

Swissôtel Chicago 
323 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.0565
Walking Distance to AMA Support Center (8 minutes)

Fairmont Chicago 
200 North Columbus Drive 
Chicago, IL 60601
Phone: +1.312.565.8000
Walking Distance to AMA Support Center (5 minutes)

Hard Rock Hotel Chicago
230 North Michigan Avenue|
Chicago, IL 60601
Phone: +1.312.345.1000
Walking Distance to AMA Support Center (5 Minutes)

Club Quarters
75 East Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.601.3400
Walking Distance to AMA Support Center (8 Minutes)

theWit Chicago - a DoubleTree by Hilton Hotel
201 N. State Street
Chicago, IL 60601
Phone: +1.312.467.0200
Walking Distance to AMA Support Center (7 minutes) 

Chicago Marriott Downtown Magnificent Mile 
540 North Michigan Avenue, (Driveway Entrance on 541 North Rush Street)
Chicago, IL 60611
Phone: +1.312.836.0100
Walking Distance to AMA Support Center (14 minutes) 

Radisson Blu Aqua Hotel Chicago
221 North Columbus Drive
Chicago, IL 60601
Phone: +1.312.565.5BLU (5258)
Walking Distance to AMA Support Center (5 minutes)

Virgin Hotels
203 N. Wabash
Chicago, IL 60601
Phone: +1.312.940.4400
Walking Distance to AMA Support Center (5 minutes)

Kimpton Hotel Monaco Chicago
225 N. Wabash Ave.
Chicago, IL 60601
Phone: +1.312.960.8500
Walking Distance to AMA Support Center (6 minutes)

LondonHouse Chicago
85 East Wacker Drive at North Michigan Avenue
Chicago, IL 60601
Phone: +1.312.357.1200
Walking Distance to AMA Support Center (9 minutes)

Area Attractions and Events
Please visit Choose Chicago 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 Live Experience Team, 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. 

Tower Travel Management 
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 7:00 a.m. - 7:00 p.m. CDT 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.

Parking Garage
Prudential Plaza features an on-site, indoor parking garage that allows you to park at your convenience. Located conveniently off of Lower Wacker Drive, visitors enjoy direct access to the parking garage.

Parking Garage Directions
Randolph Drive – in front of Prudential Plaza
West on Randolph to Michigan Avenue – turn right (north) to South Water Street – turn right (east) to Stetson – turn right (south) one block to end where you will see signs indicating the garage entrance.

Lake Shore Drive – North or South Bound
Exit at Randolph Street, west to mid-level Columbus Drive – turn right (north) to mid-level Lake Street – turn left (west) one block to end where you will see signs indicating the garage entrance.

Kennedy Expressway – South Bound
Exit Ohio Street, east to Fairbanks Court (which turns into Columbus as you proceed south) – turn right (south) at Lake Street – turn right (west) on Lake one block to end where you will see signs indicating the garage entrance.

Dan Ryan Expressway – Northbound
Exit Congress street east bound, to Columbus – turn left (north) on to Columbus to Lake Street – Turn left (west) on Lake Street one block to end where you will see signs indicating the garage entrance.

Eisenhow​er Expressway – East Bound
Follow expressway east through Congress Street to Columbus – turn left (north) on Columbus to Lake Street – turn left (west) on Lake one block to end where you will see signs indicating the garage entrance.

Rates for the Parking Garage are as follows (subject to change without notice):
Less than 30 minutes: $12.00
30 minutes to 1 hour: $16.00
1 hour to 2 hours: $21.00
2 hours to 4 hours: $26.00
4 hours to 12 hours: $29.00
12 hours to 24 hours: $35.00

Early Morning Special: $16.00
In between 4:30 am – 8:00 am, out by 8:00 pm (Monday through Friday)

Evening Special: $15.00
In after 4:00 pm, out by 8:00 am (Monday through Friday)
For more information regarding the Parking Garage, please contact:
Date Assadji
Parking Garage Manager
date.assadji@abm.com
312.819.6877

By train from O'Hare Airport 
Take the "Blue Line To Loop" train into the city (about a 45-minute ride) to the Washington/Randolph Street station (below ground). Proceed up to the street level and walk east on Washington to North Michigan Avenue. Make a left and proceed to One Prudential Plaza, The Prudential building. Take the escalator up and stop at the security desk to obtain a one-day building pass. Head to the 20-24 bank of elevators to get to the 22nd floor.

By train from Midway Airport 
Take the "Orange Line To Loop" train into the city (about a 35-minute ride) to the State/Lake Street station. Proceed east on Lake Street to North Michigan Avenue. Cross over North Michigan Avenue and proceed to the One Prudential Plaza, The Prudential building. Take the escalator up and stop at the security desk to obtain a one-day building pass. Head to the 20-24 bank of elevators to get to the 22nd floor.

Transportation
O’Hare International Airport 
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00 one way
Airport Shuttle: GO Airport Express
Approximately $36.94 one way (subject to change)
Train: $5.00 for travel that originates at O’Hare Airport (subject to change)
Allow approximately 45 minutes to an hour

Midway Airport 
Taxi: Allow 45 minutes to 1½ hours
Approximately $30.00-45.00 one way
Airport Shuttle: GO Airport Express 
Approximately $31.94 one way (subject to change)
Train: $2.25 (subject to change)
Allow approximately 45 minutes to an hour

Helpful Websites
Chicago Transit Authority 
Metra Rail 

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