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 Welcome to the 2009 NESHCo Spring Symposium
Make Lemonade:
Squeezing the Most Out of
Smaller Budgets
May 4-6, 2009
Providence Renaissance Hotel
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THANK YOU TO OUR 2009 PARTNER SPONSOR
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 Monday, May 4 |
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1:00-4:30 PM Pre Conference Writing Workshop
This session can be stand alone or part of your conference registration. There is an additional fee for this workshop. See the registration form for pricing.
Join us for a special add on session that is a fit for any communications writer. Combining general information on improving your writing and tips for communications-specific documents with insights for special circumstances and channels, this workshop offers something for everyone. Veteran writers can’t help but feel refreshed—and reminded—while fine tuning their interviewing and editing skills.
Michael Dowding is the president of Wordscape Communications and an adjunct lecturer at Boston University’s School of Communciations. He has more than 25 years of marketing, writing, and public relations experience with a track record of award-winning work and quantifiable results. Michael has worked for such health care and medical products and services companies as Amicore, AstraZeneca, Caritas/St. Elizabeth's, ChartOne, Dyax Pharmaceuticals, Fallon Clinic, Insulet, LeMaitre Vascular, MedMetrics Health Partners, McKesson, PatientKeeper, Somanetics, Versant, and West Pharmaceuticals.
5:00 - 6:00 PM Early Bird Registration
6:00 PM Early Bird Welcome Reception
Providence is famous for its many tempting dining spots. Monday dinner is on your own - but you don't have to dine alone! We’ll do some homework, and make a plan to head to some of Providence’s best restaurants in groups. Meet in the Hotel Lobby at 6 pm for the reception and we’ll walk to dinner together at 7:00 pm.
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Tuesday, May 5
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10:00 – 11:45 AM KEYNOTE SESSION
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Healthcare Marketing Strategy for a Sagging Economy: 10 Key Steps
Daniel Miers of SPM Marketing & Communications
When the economy takes a plunge, often the first budget to take a hit is marketing. Still, with the right tools in hand, the downturn presents some unique opportunities as well. Economic dips and recessions are much-studied phenomena and, the truth is, sound use of strategic marketing and solid plans can help communications professionals assert the value of marketing.
In this exchange of ideas, attendees will discuss how their organizations have challenged them to modify their marketing plans in response to economic fears. In particular, we will use the 10 Steps to Strengthen Marketing's Role as a springboard to discuss the tactical ways these strategic principles have been put into action by NESHCo members.
What You’ll Learn:
1. 10 ways to cement marketing's role in your organization AND protect your budget in the process.
2. Healthcare's unique opportunities in a down-trending economy.
3. How to apply lessons in branding, communications, and media strategy gleaned from previous recessions
4. How America's top researchers, scholars, and institutions are saying firms should approach marketing today.
Dan Miers is Vice President, Business Strategy with SPM Marketing & Communications. Dan's role--unique to SPM--is to ensure SPM stays on the leading edge of healthcare communications strategy. As a resource to all SPM clients, Dan's strategic insights focus on how we understand and apply industry trends to client issues.
A 15-year healthcare industry veteran, Dan spent seven years at Northwestern Memorial Hospital in business development overseeing product line strategic planning, leading new business development, executing improvements to existing programs. During the four years just prior to joining SPM, Dan successfully launched a healthcare-related technology business. Dan is also a frequent lecturer at state and national healthcare marketing conferences on matters of healthcare branding and market positioning.
11:45 AM – 12:15 PM BREAK WITH EXHIBITORS
12:30 – 2:15 PM LAMPLIGHTER AWARDS LUNCHEON
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Scott Orstad & Deb Chiaravalloti
Co-Chairs, Lamplighter Awards Committee
Celebrate your best work – and applaud the work of your colleagues! – at the 2009 Lamplighter Awards Luncheon. Special thanks to committee members: Karen Fleer, Lifespan; Shawn Mawhiney, William W. Backus Hospital, Roxanne Jones, Hurley Communications and Christine Trinchero, Cooley Dickenson Hospital.
2:15 – 2:45 PM BREAK WITH EXHIBITORS
2:45 – 4:00 PM CONCURRENT BREAKOUT SESSIONS
Session 1:
The Healthy Hospital Movement: Marketing Green Initiatives in Healthcare
Mark Shelley of Lexington Medical Center (South Carolina)
Lauren Whaley, Jennings Healthcare Marketing
In times of economic challenge, living our healthy missions becomes even more important. In healthcare, the green movement includes all aspects of the global :healthy hospital" initiative: patient safety, nutrition programs, employee wellness, green building, and eco-sensitive programs. These are important because they help us create healthy environments resulting in better patient outcomes and satisfaction, better staff morale and retention, and enhanced community image. Through this session learn more about marketing healthy/green aspects of your hospital.
What You’ll Learn:
1. The benefits of healthy hospital initiatives for your institution. Then learn how to leverage those benefits to your advantage.
2. How to see the green “healthy hospital” movement as something much larger than simply caring for the environment. And reap the huge benefits for your organizations and all of its constituents.
3. About the extensive resources that you can tap into as you begin to understand and market your hospital's healthy initiatives. You're doing more than you may know!
4. How to avoid making false claims or "greenwashing." This includes an introduction to regulations regarding green advertising claims.
5. Why people relate to green marketing. It's all about echo-branding, not to be confused with eco-branding.
Lauren is an account leader at Jennings, a healthcare branding and advertising agency in North Carolina. Her healthcare accounts include the East Carolina Heart Institute and Lexington Medical Center. Lauren most recently moderated a roundtable at the 2008 Fall CHPRMS Conference, and was a featured speaker at the 2008 North Carolina Affordable Housing Conference.
Mark is the director of marketing at Lexington Medical Center (LMC) in South Carolina, with 20 years experience. His work has won Aster Awards, Healthcare Advertising Awards, and Videography Awards, and has been featured in Healthcare Advertising Review and Healthcare Marketing Advisor. Mark is presenting at the 2009 Forum on Customer Based Marketing.
Session 2:
The Click Factor: Developing successful community relations programs that click, catch on and grow
Deb Chiaravalloti of Anna Jaques Hospital
Here’s another opportunity for more mileage out of your communication dollars. Does your hospital's community programming CLICK? Is it compelling, readily adopted by key influencers? Does it develop students into hospital ambassadors to their families, turn tired teachers into avid fans, enhance the reputation of the hospital? Smart programming spreads like wildfire through grassroots networks, and with it your hospital’s key messaging. Economical programming is easily sustainable when correctly built. This session will teach how to develop exciting programming that can take on a life of its own.
What You’ll Learn:
1. The right concept; making it a win/win. The hospital wants to communicate services and enhance its reputation with key constituencies. The recipients need teaching components, materials, excitement, and ease of implementation. How are those seemingly competing objectives achieved in the development of the program?
2. Keys to implementation; what exactly is a turn-key program? What elements need to be built into the program to ensure its implementation, and sustainability? What role does creativity and imagination in the development process play in the eventual adoption of the program? How do you get a program implemented?
3. Buy-in: how do you build relationships with key influencers in the community/organization to ensure the program isn't isolated, shelved and defeated? Teachers are overloaded, school nurses are struggling for resources, non-profit community organizations are cash starved. You can meet their needs and become an indispensable community partner, with the right program development. You can build a program that they will talk about, and market for the hospital.
4. Sustainability: good programming, strong relationships, and a bit of funding can ensure the hospitals' community programming is sustainable, implemented year after year, and grows, expanding from one group to another, without added work for the hospital.
5. Grant opportunities: these programs attract grant money. Key elements make the programs easy to pitch.
Deborah Chiaravalloti is Vice President of Public Relations and Marketing for Anna Jaques Hospital. Her community relations programs have been adopted by Councils on Aging, mother’s clubs, and eight school districts, reaching more than 6,200 elementary school children. Her Healthy Snack program was included in the U.S. Senate 2007 Nutrition Title.
6:00 – 7:00 PM LAMPLIGHTERS RECEPTION
Join your colleagues to celebrate your Lamplighter win or simply enjoy some hors d’oeuvres before dinner.
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7:00 – 9:00 PM Dine Around
Enjoy what Providence has to offer! Sign up for one of three great restaurants and join the group for a pay-on-your-own event. We'll gather in the Lamplighter Winner's Gallery area and split up in groups to walk to the area restaurants.
9:00-11:00 PM MEDTOUCH HOSPITALITY EVENT
Join MEDTOUCH at Temple Lounge for a relaxed “after hours” party with open bar and dessert.
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| Wednesday, May 6 |
8:00 – 9:00 AM BREAKFAST WITH EXHIBITORS
Signup sheets will be available at registration table
9-10:15 am Concurrent Breakout sessions
Session 1:
Challenging Times...Creative Solutions: more effective use of resources for stand-out branding solutions
Maria Miranda & Ruth Radin of Miranda Creative
Most of us are facing the challenge of needing to get “more creative with what we have." Maria Miranda and Ruth Radin of Miranda Creative, recipients of more than 25 Lamplighter awards, will help you navigate these challenging times with creative solutions. At the close of this interactive session, that features hands-on exercises and a pre-symposium website, you will be prepared to address any communications task with a creative solution.
On March 15, 2009 neshcocreative.com will launch. Those planning to attend this session, will be able to submit a creative challenge (i.e. "What is an effective way to honor employees without an extensive budget?" or "Minority males historically do not take advantage of regular screenings…how can we get their attention?) These challenges will be reviewed by Ruth, Maria, and their colleagues, with suggestions presented at the session. In addition, other universal aspects of creative problem-solving will be addressed and appropriate exercises engaged.
A summary of the session and examples of the solutions presented will be hosted on this site following the symposium, allowing members to digitally reference what they learned for one year.
What You’ll Learn
1. How to develop a "culture of creativity" in your Marketing/Communications Department.
2. to rethink communications solutions and the very definition of media options.
3. How to identify and engage new ideas that capture consumers and make everyone else say "why didn't WE think of that?"
Maria Miranda is creative director of Miranda Creative, Inc., a strategic communications firm established in 1988. She is a graduate of the University of Connecticut with degrees in marketing and design and completed post graduate studies in interactive media, search engine marketing and trademark law. A member of non-profit boards, and adjunct faulty at Three Rivers College, Maria has received recognition from the SBA, regional Chambers, peer-organizations and NESHCo.
Prior to joining Miranda Creative a decade ago, Ruth Radin, Art Director, lead a classroom, and every now and then, uses her "teacher voice" to control photo shoots and wayward clients. She earned her undergraduate degree from Wheelock College and her Master's from the University of Rhode Island. As with all members of Miranda Creative, Ruth is a community advocate and has received recognition from NESHCo, specfically in total marketing plans.
Session 2:
Social Media Case Study
Keith Fontaine, Backus Hospital
Blogs, podcasts, e-newsletters, Twitter, Facebook. Healthcare communications has moved way beyond the press release. In this session, we’ll explore how you can tap into social media, extend your reach, sharpen your message, and promote your brand. In the process, you’ll learn something about your audience. Presenter: Keith Fontaine, Vice President for Corporate Communications at The William W. Backus Hospital in Norwich, CT.
10:15 – 10:45 AM BREAK WITH EXHIBITORS
Don't miss out on the opportunity to win great prizes from our exhibitors and the "Grand Prize."
10:45 AM – 12:30 PM CLOSING GENERAL SESSION
Branding Shmanding!
Sean Tracey of Sean Tracey Associates
Branding Shmanding! What really counts for your organization's perception in the marketplace is not what you SAY on paper...it is what people inside and outside your organization SEE and HEAR.
Communications professionals must know how the branding message is an integral part of the overall message to enhance your organization's reputation and achieve your marketing goals.
Attendees will look at a lot of controversial/edgy healthcare advertising executions from across the country. Attendees will participate in a lively debate on the effectiveness and appropriateness of marketing in the healthcare industry. This session is all about interacting with attendees and offering your own opinions.
What You’ll Learn:
1. How to assess whether advertising/marketing solutions match your brand positioning.
2. How to read between the lines on campaign concepts and storyboards to know whether they are right for your brand's personality (before you spend the money).
3. How to grasp and articulate your brand's positioning in the marketplace, and internally.
Sean Tracey has created award-winning and effective advertising for more than twenty years. His advertising firm focuses on healthcare, banking, and retail. Sean is a creative and brand strategist named a “Creative All-Star” by Adweek magazine. Sean has addressed advertising communities for the Canadian Advertising Association, and the American Association of Advertising Agencies, the Society for Healthcare Strategy and Market Development and has instructed at Emerson College’s Center for Political & Health Communications. Sean has also directed hundreds of TV commercials for many of North America’s best-known brands, including MasterCard, Sears, McDonalds, NBC, Optima Healthcare, DuPont Hospital, Children's Hospital Boston and Connecticut Children's Hospital.
12:30 PM ADJOURN
Pick up your boxed lunch and enjoy the ride home while digesting all the information you've collected over these last two days!
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