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Marketing for Healthcare Providers

Chicago, IL

Being a marketer in the healthcare provider industry is exciting, challenging, rewarding and daunting. You are at the center of the perfect storm – a more connected and knowledgeable consumer, privacy concerns and regulations, increased competition, a turbulent political environment and the constant pressure to prove the value of your efforts to your hospital system leadership, physicians and administrators. This program provides comprehensive and detailed processes for the latest marketing strategies, tactics, measurement and optimization methods to reach your goals and prove your marketing ROI.


Early Bird (Before 03/02/20)Standard Price
AMA Member$1,395$1,495

What to Expect

This two-day training event covers an omni-channel approach to service line patient acquisition, systemwide brand activation, primary care physician patient recruitment and other core provider programs. We’ll explore how these programs can impact business results for hospitals, clinics, retail locations and other provider channels. Learn how to use data and information to develop customer insights that will serve as the foundation for your marketing strategy. Attendees will be given worksheets and exercises to help build their marketing programs with measurable results.


  • Understand the key drivers to convert consumers into patients.
  • Learn how to distill insights – aha! moments – from data and information to create a connection with patients to choose a PCP, sign up for screenings, come in for evaluations and other consumer healthcare events.
  • See what content appeals to consumers across service lines and learn how to design effective UX and UI to help them choose you.
  • Understand the customer journey across awareness, acquisition, engagement, service and loyalty.
  • Learn how do you build and deliver an omnichannel campaign to create a consistent customer experience.
  • Know what’s important to measure in your campaigns and how you can track the ultimate KPI – revenue.

Who Should Attend

Marketing leaders in any healthcare provider organization (private, public, nonprofit, hospital systems, general and specialty clinics, retail pharmacy clinics) who are either directly responsible for or have heavy influence over developing strategy for patient acquisition and branding should attend this program. The process, tools and exercises covered in this session will help define campaigns for entire organizations and individual service lines. Marketing communications leaders will get a solid understanding of execution in an omni-channel environment and how to measure positioning effectiveness.

AMA Event Policies

Wednesday, April 1

Registration and Hot Breakfast

We’ll kick off the day with a nice breakfast. You’ll also be provided with lunch and breaks throughout the day.

Part 1: Context

  • What’s happening in healthcare?
  • How have consumers/patients changed?
  • What are the key issues, challenges and opportunities you need to consider?
  • How can marketers address these challenges and reach their goals?
  • What’s on the horizon? What does the future hold?

Part 2: Market Analysis

  • Define your market (size, type, discipline, etc.). Who are your constituents?
  • Analyzing PSAs, SSAs and expansion markets
  • Identifying specific service line, brand and primary care opportunities by market/city/zip.
  • Hospitals and retail locations (e.g., urgent care, dental, outpatient surgical centers, pharmacy clinics)

Part 3: Audience

  • Using data to define your target audiences
  • Build complete, action-oriented patient personas
  • The typical consumer journey to seeking healthcare
  • Avoiding HIPAA pitfalls

Exercise 1: Building a Persona

Exercise 2: Conducting a Market Analysis

Part 4: Integrated Marketing Campaign Planning for Service Lines

  • Search – SEM and SEO
  • Email
  • Programmatic display, video and native advertising
  • Social
  • Traditional media
  • Direct mail
  • Connected TV
  • Mobile

Exercise: Developing an integrated campaign

Part 5: System-Wide Brand Activation

  • Fit with service line marketing
  • Impact on service line marketing
  • Setting KPIs, marketing return on investment and analytics

Exercise: Linking brand and service line success

Thursday, April 2

Hot Breakfast

Breakfast will be waiting for you when you arrive for day two. Lunch and breaks will be provided throughout the day.

Part 6: UX, Design and Creative for Attracting Patients

  • Content Marketing
  • Creative Services
  • Email Marketing
  • Direct Response Print Marketing
  • UI & UX Design

Exercise: Creating a content map

Part 7: Conversion, Optimization and MROI

  • Tag Management
  • Form & Call Tracking
  • Web Analytics
  • Conversion Optimization
  • Visualization & Insights
  • What does your funnel look like?

Exercise: Linking KPIs to business objectives

Part 8: Marketing Tech Stack and Privacy Concerns

  • CRM
  • CDP
  • Marketing Automation
  • HIPAA and HITRUST challenges

Part 9: Measurement

  • Define your metrics.
  • How do you measure success?
  • What do your leaders care about?
  • Examples for measuring marketing effectiveness.

Part 10: Developing a Complete Campaign (Group Project)

  • Discuss next steps back at the office.
  • Discuss deliverables.
  • Final questions/comments.

Shane Johnston

Vice President, Integrated Marketing Strategy, Healthgrades

Shane Johnston has developed branding, marketing and product strategies and integrated communications plans for Fortune 100 companies, small businesses and nonprofit organizations. His 25-year career spans client and agency marketing roles. He is now Vice President, Integrated Marketing Strategy at Healthgrades, providing marketing services to hospital systems and retail healthcare companies across the United States.

Training Series Location

AMA Support Center
130 E. Randolph St., 22nd Floor
Chicago, IL 60601
Phone: 312.542.9000

The AMA Support Center is right in the heart of Chicago. We’re nestled between Millenium Park and the Chicago River meaning you are just steps away from premier hotels, shopping and world-class dining. While you’re at our office, you’ll have access to work cubbies in case you need to step out and take care of something back at your office.


Recommended Hotels

Hyatt Regency Chicago
151 E. Wacker Drive
Chicago, IL 60601
Phone: 312.565.1234
Walking Distance to AMA Support Center (5 minutes)

Swissôtel Chicago 
323 E. Wacker Drive
Chicago, IL 60601
Phone: 312.565.0565
Walking Distance to AMA Support Center (8 minutes)

Fairmont Chicago 
200 North Columbus Drive
Chicago, IL 60601
Phone: 312.565.8000
Walking Distance to AMA Support Center (5 minutes)

Club Quarters
75 East Wacker Drive
Chicago, IL 60601
Phone: 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: 312.467.0200
Walking Distance to AMA Support Center (7 minutes)

Homewood Suites Downtown Chicago
40 E. Grand Avenue
Chicago, IL  60611
Hotel Direct: 312-644-2222
Reserve a room now and receive a 10% discount 
Walking Distance to AMA Support Center (15 minutes)

Chicago Marriott Downtown Magnificent Mile
540 North Michigan Avenue, (Driveway Entrance on 541 North Rush Street)
Chicago, IL 60611
Phone: 312.836.0100
Walking Distance to AMA Support Center (14 minutes)

Radisson Blu Aqua Hotel Chicago
221 North Columbus Drive
Chicago, IL 60601
Phone: 312.565.5BLU (5258)
Walking Distance to AMA Support Center (5 minutes)

Virgin Hotels
203 N. Wabash
Chicago, IL 60601
Phone: 312.940.4400
Walking Distance to AMA Support Center (5 minutes)

Kimpton Hotel Monaco Chicago
225 N. Wabash Ave.
Chicago, IL 60601
Phone: 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: 312.357.1200
Walking Distance to AMA Support Center (9 minutes)


Air Travel Discount

The AMA has teamed up with Delta Air Lines to offer a special discount on air travel. Click here to get started. You can also call the Delta Meeting Network at (800) 328-1111 and refer to meeting code NMTSM. There is not a service fee for reservations booked and ticketed via this service.


Area Attractions and Events

Please visit Choose Chicago 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 Support Center at (800) AMA-1150 or customersupport@ama.org. 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.



Marketing for Healthcare Providers