Agenda – Thursday, June 8

Platinum Sponsor:

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

7-8:30 a.m. Registration and Breakfast with Exhibitors


8:15-8:30 a.m. Opening Remarks


8:30-10 a.m. Keynote
Winter is Here: Clarifying the Strategic Marketing Landscape When Your Priorities Seem Like A “Game of Thrones”
Risk and population health. Consumerism. Flat/declining inpatient utilization. Market consolidation and expansion. Disruptive/emerging technology. New competitors (or partners?).
Like the powerful characters competing to shape the fictional Westeros’ future, the forces driving change in healthcare challenge marketing professionals to develop the strategic perspective to confidently address the issues before them. The key to charting a winning path is understanding the impact of these interrelated forces and where to anchor your strategy.

Dan Miers, SPM Marketing & Communications


In this Session, you will learn:

  1. To dissect the six areas of strategic marketing emphasis that comprise healthcare marketing’s “Game of Thrones.”
  2. The interconnections between these efforts and understand how to put them in the proper context.
  3. How to ground your strategy on the most important focus area that binds your work together.
About Dan
Dan anticipates “what’s next” in our complex industry and keeps SPM on the leading edge of healthcare policy and strategy. After finishing his post-graduate fellowship at Rush University Medical Center, he spent seven years at Northwestern Memorial Hospital in business development. He is a frequent lecturer at healthcare marketing conferences.

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

Join us for the first of three snack breaks in the exhibit hall and the opportunity to learn more about our exhibitors and sponsors. Friends of NESHCo know that we bring in the vendors who know healthcare and what challenges we face. See what they can do to help you.

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

10:30-11:45 a.m. General Sessions

Democratizing Big Data: Advanced CRM on Any Budget

As healthcare budgets get tighter, marketers are experiencing an increased pressure to communicate the return on their investments to the organization’s decision-makers. Customer relationship management (CRM) applications provide the tools needed to quantify marketing efforts and demonstrate the extent of which a given campaign is fueling the success of overall marketing strategy. In this presentation, marketing strategists from Inspira Health Network and True North Custom will illustrate ways to optimize a CRM strategy to become a truly data-driven organization that most efficiently allocates its marketing budget.



Eric Silberman, True North Custom

Theresa Komitas, KishHealth System


In this session, you will learn:

  1. To examine proven approaches to implement a health-centric CRM.
  2. Ways to connect the dots between marketing and ROI.
  3. How CRM enables digital tracking, lead generation, and loyalty programs
About Eric & Theresa
Eric Silberman has been with True North Custom for 13 years, working alongside senior leadership and placing an emphasis on client advocacy, research, analytics, marketing strategy, and sales. Eric works with healthcare organizations across the country from Fortune 100 academic medical institutions and national systems to health plans and non¬profit foundations creating and executing marketing strategies that deliver results. Theresa Komitas is a 2014 Top Hospital Marketer and frequent speaker at national and regional conferences, including the Healthcare Marketing National Conference, Society for Healthcare Strategy and Market Development Annual Conference, Healthcare Financial Managers Association Conference, and Healthcare Internet Conference. Her healthcare leadership experience includes serving as Marketing and PR Director at KishHealth System—part of Northwestern Medicine. Theresa has earned an undergrad in Public Health and masters in Business Administration. She serves as co-chair of Education for the Illinois Society of Healthcare Marketing and PR, on the boards of Discover Sycamore Chamber and Egyptian Theater, and the Strategic Planning Committee for Mendota School District 289.

11:45-1:15 p.m. State Luncheon

Take a lunch break with your local peers! As a regional group, NESHCo doesn’t always offer opportunities to get members of each state together. At today’s luncheon, you will have the opportunity to connect with your neighbors and share discussions on what is happening in YOUR state. For those from outside New England, join any state table or start your own to discuss regional or nationwide trends with others from around the country.

1:15-2:30 p.m. Breakout Sessions

Planning + Executing for Service Line Marketing Growth
How do you drive patient acquisition and build brand distinction in the increasingly competitive space of healthcare? In this session, you will learn how to leverage integrated digital strategy, effectively repurpose content across multiple digital channels, and build winning campaigns to connect with patients. Hear innovative strategies and results from Hallmark Health and start building your action plan for long-term digital success.


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

Paul Griffiths, MedTouch

Robert Wasserman, Hallmark Health

In this session, you will learn:

  1. How to plan and execute an integrated digital marketing strategy that supports service line marketing growth.
  2. The details of the strategies used in an integrated campaign, including search marketing, Google AdWords, blog, content strategy, and content marketing.
  3. How to measure and report success across multiple digital marketing channels, combining search, social, and digital content marketing to give a unified view of how consumers are engaging and your brand is growing.
About Paul & Robert
Paul is the CEO and founding partner of MedTouch. For the last 12 years, he has worked with hospital and health plan clients to set vision and chart a path to digital success. He has more than 15 years of combined experience in executive leadership, interactive marketing, experience design, and content management solutions.Robert is the COO for Hallmark Health Medical Associates. He is responsible for managing and growing the practice in one of the most competitive markets in the country. Prior to joining HHMA, Rob was with ECG Management Consultants, where he worked with physician groups, hospitals, and health systems focusing on strategic and business planning, financial management, and clinical operations.
The Journey to Perfecting the Art of Superior Care
Berkshire Healthcare is working to change everything we think we know about long-term care. The results are measurable and concrete. By focusing on customer experience and employee engagement, Berkshire has experienced extraordinary success in raising the bar for quality of care. Customer and employee satisfaction rates routinely rank among the highest in the nation. Learn how Berkshire instituted change across 18 affiliates in Massachusetts, bringing unprecedented recognition.
William Jones, Berkshire Healthcare Systems

Deborah Richardson, Berkshire Healthcare Systems

Sandra Bellantonio, MD, Berkshire Healthcare Systems

In this session, you will learn:

  1. How to institute culture change across a large organization.
  2. How focusing on employee engagement will achieve improved results.
  3. How to renew emphasis on quality for improved customer experience.
About William, Deborah and Sandra
William Jones is president of Berkshire Healthcare Systems, a leading not-for-profit provider of rehab, skilled nursing and residential services in 14 skilled nursing facilities, two hospice agencies and two senior living communities across Massachusetts. . William has been with Berkshire for 27 years and is responsible for oversight of all aspects of the company including its successful diversification into assisted living, hospice services and pharmacy services.Deborah Richardson is vice president of talent management for Berkshire Healthcare Systems, serving more than 3,000 employees. She joined Berkshire as director of education and training and developed a regional education function that has contributed to clinical and service excellence. Debbie provides strategic leadership for all aspects of talent management and human resources.Sanda Bellantonio, MD, is chief medical officer for Berkshire Healthcare Systems. She is the senior clinical executive, responsible for oversight of all aspects of clinical quality including assisted living, hospice and pharmacy. Sandra is responsible for strategic direction in the areas of clinical network development and innovative clinical programs and services for all lines of business.
The Content Clinic is Open: Walk In for a Check-Up. Walk Out with Healthier Content and Stronger Results.
Strong, actionable, engaging content is every marketer’s goal. But if content isn’t nourished over time, it becomes weak, lackluster and ineffective. Welcome to The Content Clinic where we’ll teach you how to assess your content and strengthen it to achieve healthy results. We’ll share tips on how to analyze and audit your content, craft new strategies and, ultimately, drive readership and engagement. During this session, we will also share “before and after” case studies from healthcare and non-healthcare organizations that have taken strategic content principles and put them into practice.

Shannon Cummins, GLC

Paula Rosenberg Frey, GLC


In this session, you will learn:

  1. How to audit and analyze your content for strengths and weaknesses, and how to craft and repurpose content for key target markets.
  2. How to communicate “more with less” by using words and pictures.
  3. How to put strategic content into practice through “before and after” case studies that illustrate ROI.
About Shannon and Paula
Shannon Cummins has spent 27 years working with hospitals, health systems, health plans and employers to develop integrated content marketing and communications programs that meet their goals and objectives. Her strategic focus and expertise in cross-platform media solutions—such as digital, print, video, mobile and social—offers the healthcare industry a full spectrum of innovative business solutions customized to engage audiences and drive bottom-line growth. She works with clients to develop content strategies that are delivered at the right time, in the right medium, to the right person.Paula Rosenberg Frey serves as GLC’s head of marketing and client strategy. She works with clients to align their marketing goals and objectives with custom consumer engagement solutions in all media formats. Paula brings more than 25 years of strategic planning, clinical expertise, business-to-consumer and service line marketing experience to the team. She is also responsible for corporate marketing and promotion initiatives, client marketing consultation and new product development.

2:30-3 p.m. Break with Exhibitors

Join us in the exhibit hall for a refreshing snack and the opportunity to mingle with our exhibitors and sponsors. Remember, they help make this conference the cost-effective regional event you’ve come to expect so make sure to stop in and say hello!

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


3-4:15 p.m. Breakout Sessions


Solving Bladder Issues with Social Media
How do you reach and educate patients around a topic that is still considered taboo? Find out how the Penn Medicine team made a sensitive subject relatable through social media, allowing the health system to educate and engage patients about their urogynecology program.


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

Megan Reiter, Penn Medicine
Alexandria Placido, Penn Medicine
In this session, you will learn:

  1. How to determine the best way to reach a potential audience.
  2. How to approach a sensitive subject and still engage an audience.
  3. How social media is an effective tool in healthcare marketing.
About Megan and Alexandria
Megan Reiter is a senior marketing coordinator at Penn Medicine, supporting the women’s health, pulmonary medicine and lung transplant service lines. She develops and implements strategic marketing plans to help build brand awareness and patient volume through multidisciplinary mediums.Alexandria Placido is a digital marketer focused on social and web content at Penn Medicine. In this role, she supports the women’s health service line, as well as heart and vascular and lung. From blogs to boosts, she creates strategic digital solutions that connect the right content to the right consumer at the right time.

Using Online Word of Mouth to Validate Personas and Benchmark
Healthcare marketers have struggled with the categorizations of their audiences. Creating personas can be an exercise rife with bias and skewed perspective – one moment defined by patient data, the next accumulating traits by committee until they become unrecognizable. This session explores how social media behavior can validate and deepen personas while later help with benchmark engagement. Healthcare examples from Nationwide Children’s Hospital and Norton Healthcare will join best practices from outside the industry such as Micron and CamelBak.

Jeff Thompson, Feedback

In this session, you will learn:

  1. How to develop new personas more effectively.
  2. How Nationwide utilized social media behavior to validate personas.
  3. How to communicate the differences between social media research and other typical benchmarking methods.
About Jeff
With a 30-year track record of award-winning marketing solutions, Jeff has developed innovative marketing strategies for some of this country’s largest brands, including Microsoft, Dell, CamelBak, The Coca-Cola Company, Gerber, Seiko, BF Goodrich, Sony, Motorola and Rubbermaid. He has delivered hundreds of millions in revenue to his clients, through the use of research, testing, and highly measurable direct, social and interactive marketing. Jeff co-founded  Feedback in 2009 and provides advanced social media research, persona identification and validation, and marketing strategy services to leading consumer brands, healthcare organizations, ad agencies, associations and non-profits. Jeff splits his time between the Richmond, VA office and Feedback’s offices in London, Paris, Austin and San Diego.
From Patients to Consumers: How Emerson Hospital is Reshaping Digital Interaction
Hear how Emerson Hospital adopted a patient-focused initiative that strives to create a personalized, one-to-one experience by identifying the needs of a patient through the lens of a retail consumer. Jeff McPherson and Christine Gallery will discuss the leading-edge partnership that resulted in an integrated digital strategy and stunning visual execution to guide patients from initial engagements (such as wellness classes) to services lines, generating revenue for the hospital.

Jeff McPherson, SilverTech,



Christine Gallery, Emerson Hospital



In this session, you will learn:

  1. How to create a leadership-supported, meaningful digital customer interaction strategy (DCIS).
  2. How Emerson Hospital is embracing a truly consumer-focused, integrated, digital presence.
  3. Considerations, potential pitfalls, and how to manage expectations of a leading-edge digital initiative
About Jeff and Christine
For more than 15 years, Jeff has helped businesses connect with their consumers by seeking out trends to continually attract, engage, and retain customers, driving profitable customer relationships. Jeff leads business strategies for national clients from an array of industries, constructing fully-integrated customer life-cycle marketing plans to build exceptional experiences that lead to customer loyalty for the best brands in the industry. Christine develops programs that ensure the continued growth of services at Emerson Hospital, leading the organization’s strategic planning and business development efforts, directing the hospital’s marketing strategy, and overseeing physician recruitment and relations. In 2012, she was named Strategist of the Year by the New England Society for Healthcare Strategy.

6-7 p.m. Lamplighter Gala Cocktail Reception
Help us kick-off an exciting night with a toast to our members. Newcomers, please join us for a celebratory cocktail at 5:30 p.m. as the NESHCo Board of Directors welcomes you.

7-9:30 p.m. The 27th Annual Lamplighter Awards Dinner Gala

Celebrate with your colleagues and peers as we recognize the best healthcare communications work in New England. We will proudly announce the recipient of the 2017 Evans Houghton Award for Lifetime Achievement and present the coveted Lamplighter Trophy to the Best in New England winner. This is a not-to-be-missed evening!