Agenda – Friday, June 9

Platinum Sponsor:

Interact with attendees, sponsors and presenters before the conference begins                                             by using #NESHCo17 on Facebook, LinkedIn, and Twitter.

8-9:15 a.m. Breakfast Session
New this year, this session will provide the opportunity to learn from the best, as the 2017 Lamplighter Award Winners walk you through the ideas that took home the awards – from research to launch. During this breakfast panel, the top 2017 entrants will provide detail on their strategy, goals, execution and ROI, and how they successfully achieved their objectives. Don’t miss this opportunity to learn more from the 2017 Award Winners, and get your questions answered on creating your own award-winning ideas.

9:15-10:30 a.m. Breakout Sessions

Housing is Healthcare

In 2016, the University of Vermont Medical Center, along with key community partners in the Burlington, Vermont area, garnered regional and national attention for an innovative collaboration to provide supportive housing opportunities to homeless individuals and patients discharged from the hospital in need of medical respite. A communications and community outreach campaign – anchored by a video titled “Housing is Health Care” – told the story of how getting people housed is both good for the individual and an effective strategy in cutting healthcare costs.


Sponsorship Open – Click here to take advantage of this opportunity!

Aaron Johnson, University of Vermont Medical Center
Michael Carrese, University of Vermont Medical Center

Jason Williams.

Jason Williams , University of Vermont Medical Center

Maria McClellan, University of Vermont Medical Center




In this session, you will learn:

  1. How UVM Medical Center’s strategy of focusing on a key social determinant of health – housing – is reducing health care costs, proving that population health management is both good for the community and good for the bottom line.
  2. How community partnerships are not only critical to addressing the social determinants of health, but also to gaining credibility in telling the story of population health management.
  3. How video storytelling can take off on social media and through face-to-face outreach, bringing meaningful, but dry, statistics to life.
About Aaron, Michael, Jason and Maria
Aaron Johnson is the director of communications at UVM Medical Center. He earned a bachelor’s degree in communications from Rowan University in New Jersey and a master’s degree in strategic communications from The American University in Washington, DC.
Michael Carrese is a media relations strategist at UVM Medical Center. Prior to getting into healthcare public relations, he worked for more than a decade in broadcast journalism. He is a graduate of St. Michael’s College in Vermont.
Jason Williams is a senior government relations strategist at UVM Medical Center, where he has worked since graduating from the University of Vermont with a degree in history more than 10 years ago.
Maria McClellan has worked in public relations at UVM Medical Center for 18 years, currently serving as a senior community relations strategist. She received her BA from Brown University and her MS from the Medill School of Journalism at Northwestern University.
The PR Revolution
The media landscape is changing rapidly and PR experts need to change their strategies to stay ahead of the curve. How can you ensure news coverage even as newsrooms continue to shrink? We found our answer: We wouldn’t wait for news coverage. We could create it. Reporters will always need medical experts. But with the right strategy, planning, preparation and organization, there was so much more we could do to partner with news organizations. This changing media landscape became the perfect opportunity to showcase ourselves in a new and different way. We decided to go beyond brand journalism and launch a health news service that produced quality, relevant and compelling content, ready for distribution. Since our initial launch, we have been seen on every local network, generated hundreds of patient leads, and created new processes to standardize content distribution. We have only just begun.
Rebecca Stewart, Hartford HealthCare

Tina Varona, Hartford HealthCare

In this session, you will learn:

  1. How to revolutionize your PR efforts with a robust content marketing strategy.
  2. How to partner with news organizations in new and different ways.
  3. How quality content can generate patient leads and business.
About Rebecca and Tina
Rebecca Stewart is the director of the Hartford HealthCare News Service. In this role, she oversees the health care system’s content marketing initiatives, strategy and execution, both internal and external, across multiple platforms and formats. The goal is to drive engagement, patient volume, sales and create a positive customer/patient experience. Rebecca came to healthcare after more than a decade in broadcast and print newsrooms. She earned her master’s degree from Medill School of Journalism at Northwestern University and a bachelor’s degree from the University of Pennsylvania.
Tina Varona has more than two decades of experience in the healthcare and television industries. In 2006, Tina worked as a news reporter for CBS 4 in Miami, where she appeared nationally on The CBS Early Show, CNN and the Weather Channel. Tina has received several awards for her work, including AP awards and Emmy nominations. She came to Hartford HealthCare in 2013.
Consumer Journey Mapping: Creating the Ideal Customer Activation, Engagement and Acquisition Experience

Explosive growth in web, social, search and mobile technologies are changing consumer expectations and behaviors in both the digital realm and in person. Consumer journey mapping can help you identify and understand the “moments of truth” that most influence consumers to successful marketing, content and experience strategies. Learn how to use journey mapping to identify opportunities to influence behaviors and outcomes, and to gain consensus among key stakeholders.

Carla Bryant, Corrigan Partners




In this session, you will learn:

  1. How to use consumer journey mapping to gain insight into consumer behavior and expectations.
  2. How to use consumer journey mapping to create engaging content that drives conversions.
  3. How consumer journey mapping can inform the experience and convert health care seekers to brand loyal customers.
About Carla
A founding partner of Corrigan Partners, Carla fuses her passion for marketing, brand, technology and innovation to help clients improve competitive performance and create market differentiation. Carla has also served as an executive for a B2B Internet firm, and had leadership roles in information technology and strategic planning for Sentara in Norfolk, VA. She is a graduate of Virginia Tech.

10:30-11 a.m. Break with Exhibitors

This is your last opportunity to find out what our exhibitors and sponsors can do to make your everyday life easier. Please take the opportunity to meet with them and hear about their services.

Sponsorship Open – Click here to take advantage of this opportunity!

11-12:30 p.m. Closing Session
Building a Culture of Safety within Your OrganizationAs part of a safety assessment, employees of Signature Healthcare were asked about the priorities of the hospital’s leadership. Surprisingly, patient safety was not in the list of their responses. This was a jolting revelation. In response, Signature Healthcare’s CEO Kim Hollon announced his own version of the Moon Shot. In 2015, he was going to launch an initiative making patient safety the number one priority of his organization and creating a culture of safety among his employees.
Why patient safety? “Patient harm” is an enemy we face every day in the hospital. The enemy is found in defects, deaths, infections, falls and errors. When an employee is rushed or has a choice to make in their subconscious mind between safety and finance, or safety and speed, or safety and decorum, or safety and overtime, we want them to know that safety is always the right answer. Safety comes first every time. This focus on safety will save lives and save the organization funds. We needed to create this mindset at Signature Healthcare and have it imbued within our culture.
Often, change processes need well-developed support systems (including communication systems) to shepherd employees through successful change. Changing culture is hard and takes time. In this case, we were fighting years of no messaging or messaging that contradicted the current priority. Along with all the patient safety training that would take place as part of this initiative, we recognized the need for a full-blown internal marketing program that would promote this new culture of safety and keep it in the foreground. This presentation will provide the details of this successful patient safety initiative and the communication strategies that supported the effort.
The marketing team developed a multifaceted internal communications program to effectively communicate the individual accountability that is essential for the development of a culture where patient safety is the top priority. Employees had to be keenly aware that patient and employee safety had to come first at every decision point. Nothing could ever win out over safety.
Dan Dunlop, Jennings



Kim Hollon, Signature Healthcare

Lorraine McGrath, Signature Healthcare

In this pre-conference workshop, you will learn:

  1. What is required to implement cultural change within an organization. In Signature Healthcare’s case, developing a culture of safety meant training more than 2,700 employees and continually reinforcing that training through an ongoing communications program.
  2. What tools are required to effectively and persuasively communicate change to a large employee population spread out across multiple facilities.
  3. How to make patient safety relevant to those employees who are not on the front line with patients and who do not work in a clinical setting.
  4. The role lean processes can play in an effort to change culture within an organization and alter employee behavior.
    What it takes to rally an entire healthcare organization behind a single initiative.
About Dan, Kim and Lorraine
Dan Dunlop is a principal of Jennings, a leading healthcare marketing and audience engagement firm. He is a healthcare marketer, innovator, brand consultant, blogger, author, and sought-after speaker, regularly serving on the faculty of national and regional healthcare conferences.Dan is extremely active as a thought leader in the field of healthcare marketing. He serves on the editorial board of eHealthcare Strategy & Trends. He is a contributor to a number of healthcare marketing publications and news services including Ragan’s Health Care Communication News, SmartBrief for Health Care Marketers, Strategic Health Care Marketing, Healthcare Strategy Alert, and Healthcare Marketing Report. Dan serves on the judging panels of the Web Health Awards and the National Health Information Awards. He is a board member of NESHCo and a member of SHSMD’s 2016 Digital Engagement Taskforce.Kim Hollon is the president and chief executive officer of Signature Healthcare, located in southeastern Massachusetts. Signature Healthcare includes Brockton Hospital as well as Signature Medical Group – 150 physicians and other direct care providers – and more than 2,700 employees operating from locations in Abington, Bridgewater, Brockton, Randolph, Raynham, Stoughton and West Bridgewater, Massachusetts. He assumed his position at Signature Healthcare in 2010. Kim previously served as chief operating officer of Excela Health System in Pennsylvania. There, Kim oversaw four hospital campuses and a workforce of approximately 4,500. During his tenure, he made significant improvements in patient satisfaction, established a physician liaison program to improve patient retention, and dramatically increased the number of core measure quality scores exceeding the state average. Prior to Excela, Kim was with the Methodist Health System and at Baylor University Medical Center, both in Texas.Lorraine McGrath is the director of marketing at Signature Healthcare. She oversees marketing, public relations and corporate communications for the organization. Lorraine is an executive with a track record of developing innovative marketing solutions to take on difficult challenges. She is known for launching initiatives that drive increases in market share, fiscal performance and reputation. For example, at Signature Healthcare, she has initiated the development of online communities to engage consumers and strengthen the organization’s relationship with the community. Most recently, she has initiated ambitious patient safety and employee wellness initiatives. Prior to joining Signature Healthcare, Lorraine served as the manager of marketing and business development at Winchester Hospital.