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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.


Pricing

Early Bird (Before 10/05/20)Standard Price
AMA Member$1,395$1,495
Non-Member$1,745$1,869

Hassle-Free Registration

While we’re optimistic we’ll get to see each other at this event, we also know we’re living in uncertain times. Book your training now and if plans change, you can move into a different training event or get a full refund of your registration.


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.


Objectives

  • 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

Thursday, November 5

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 and Opportunity

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

Part 3: Audience

  • Defining your target audiences using data
  • Build complete, action-oriented patient personas
  • The typical consumer journey to seeking healthcare
  • Using predictive models to determine the timing and purpose of patient encounters

Exercise 1: Conducting a Market Analysis

Exercise 2: Building a Persona

Part 4: Integrated Marketing Campaign Planning

  • Service line acquisition including specialties like neurology, bariatric, oncology, OB/GYN, orthopedics, cardiovascular
  • Primary Care Physician campaigns and the impact on system ROI
  • Same Day Care campaigns – urgent, emergency and primary care with redirect strategies
  • New Movers marketing
  • Campaigns for retail and office care including pharmacy clinics, dental, behavioral health
  • Omnichannel approach including search, email, programmatic display, video and native advertising, social media, traditional media, direct mail, connected TV and 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

Friday, November 6

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 planning and execution
  • Creative insights and pitfalls to avoid in healthcare marketing
  • Nuances of email and direct mail development
  • UI & UX for websites, microsites and landing pages

Exercise: Creating a content map

Part 7: Measuring Performance: Conversion, Optimization and ROI

  • Using tag management for effective digital tracking
  • Merging offline and online activities through form & call tracking
  • Understanding web analytics and what’s important to track
  • Planning and executing conversion optimization across campaign tactics
  • Using data visualization tools to develop insights
  • Defining the conversion funnel

Exercise: Linking KPIs to business objectives

Part 8: The Data-Driven Ecosystem: The Marketing Tech Stack for Healthcare

  • CRM, Customer Data Platform, marketing automation and how they all work together
  • EHR integration and the challenges of using patient data
  • Analytics and reporting tools to help you track success
  • HIPAA and HITRUST issues to be aware of

Part 9: Developing a Complete Campaign (Group Project)

Part 10: What's Next

  • 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.

Jack Vance

Vice President, Digital Marketing and Analytics, Healthgrades

Jack Vance has helped some of the largest companies in the world strategically measure the impact of their marketing campaigns. His career started as a data scientist on the technology side of marketing and moved into analytics roles on the agency side. He is currently the Vice President, Digital Marketing and Analytics for Healthgrades, executing and measuring digital marketing campaigns for 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.

 


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 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