Session Descriptions
Wednesday, May 16
5 pm-11 pm The Green Monster" Fenway Park Tour & Dinner Event
Join us for a fun-filled evening for baseball lovers and history buffs. Embark on a tour of historic Fenway Park including a photo op at the Green Monster, sponsored by Griffin York & Krause. Then cruise over to the EMC Club for a dinner event overlooking the field sponsored by MedTouch and enjoy syndicated coverage of the Red Sox at Kansas City. Whether you are a baseball fan or not, this is a networking event not to be missed.
Sponsored by: 
Thursday, May 17
7:30 am Breakfast
8:15 am Opening Remarks
8:30-10 am Keynote Address
Sponsored by:
Revolutionary Change is Here: Knowing Your Strategic Value When Partners and Players Change
Scott Cullen, MD, Kaufman Hall
The landscape of American health care is changing rapidly, driven not only by Health Reform legislation, but by local and regional initiatives led by insurers, integrated delivery networks, and states. As health systems come under increasing revenue pressures, they must understand new models of care delivery that focus on the entire continuum of care for patients, and emerging reimbursement models that may support these. These changes will challenge the status quo and drive a range of innovative responses over the next 5 years which will be unprecedented in the history of health care in the US. We will discuss emerging models of care and their implications for hospitals, physicians, and their communities.
In this session you will learn:
1. Understand the unsustainability of the current model of health care payment in the US
2. Become familiar with innovative models and the systems attempting to implement the
3. Be able to articulate the key elements of change and their implications for providers
Scott Cullen is a senior vice president at Kaufman Hall, and a member of the firm’s Physician Advisory Practice and Strategy Practice. Dr. Cullen provides strategic planning assistance to hospitals and health systems nationwide, focusing on the development of clinically integrated delivery networks, physician alignment and governance, and accountable care delivery. Kaufman Hall’s Physician Advisory Practice includes physician growth planning, hospital-physician integration strategy development and implementation, clinical integration programs, physician performance optimization, physician-related mergers, acquisitions, and joint ventures, and comprehensive planning for physician enterprises and physician affiliates.
10-10:30 am Break with Exhibitors
Sponsored by: 
10:30-11:30 am Musical Chairs in Healthcare: Communicating About Mergers, Affiliations, and Acquisitions
Michal Regunberg, Solomon McCown & Co
The healthcare landscape has truly become a game of “musical chairs” where everyone is choosing up partners to position themselves for the new world of accountable care organizations, medical homes, and reduced payments from Medicaid and other sources. All eyes are waiting for the next move. Making sure that your organization is ready to communicate about such an important change takes planning and coordination. In this session, you will learn how to get ready and make sure that your internal audiences and external audiences are prepared for the news, help avoid early leaks, and ensure that the message is the one you want delivered.
In this session you will learn:
1. Keeping employees informed
2. Developing and controlling the message
3. Building support for the move
Michal Regunberg is a senior communications executive leading the healthcare practice of leading Boston public relations firm Solomon McCown & Company. Prior to joining SM, Michal was the senior vice president for communications for the Massachusetts Hospital Association and she previously served as the vice president for public affairs at Brandeis University for almost 10 years. Before joining Brandeis, she had a career in government, politics, and the media. She served as press secretary for Boston University President John Silber during his 1990 gubernatorial campaign, and as communications director for the Massachusetts Department of Public Welfare. Michal has also been an award-winning journalist in the investigative unit at WCVB-TV, editorial director of WEEI/CBS radio, and a reporter at The Springfield Republican. She has a bachelor's degree from Brandeis University, a master's in journalism from Northwestern University and a master's in public administration from Harvard University's Kennedy School.
11:30-12 pm Q&A with Dr. Cullen & Michal Regunberg
12-1 pm Lunch with Exhibitors
Sponsored by 
1:15-2:30 pm CONCURRENT BREAKOUT SESSIONS
Sponsored by 
1. Winning Over the Emerging Male Consumer
Stephen Moegling, Franklin Street Marketing
In our new reset economy, more than 80% of job losses have been among men. More men are home and women are on the verge of outnumbering them in the workforce for the first time in American history. As a consequence, men are now making more healthcare decisions for themselves and their families. If you’re looking for new revenue streams, marketing to men may be the answer.
In this session you will learn:
1. Understand broad cultural shifts in gender roles and buying patterns
2. Appreciate trends in male-targeted advertising in and outside of healthcare
3. Identify best practices of male-centric hospital advertising and patient experience programs
Stephen Moegling serves as senior vice president, client services at Franklin Street Marketing in Richmond, Virginia. He oversees the development of branding and strategic communications planning for Franklin Street’s client base. A frequent contributor of white papers and speaker on healthcare marketing and branding trends, Stephen has been a presenter at the Society for Healthcare Strategy and Market Development, the Virginia Society for Healthcare Marketing and Public Relations, the Tennessee Society for Healthcare Marketing and Public Relations, the Florida Society for Healthcare Marketing and Public Relations, and the Washington Metropolitan Society for Healthcare Marketing and Public Relations.
2. OMG, LOL - You’ve Got 5 Seconds to Convince Gen Z, Now What?
Heidi Wurpel, Crescendo Consulting
This session will teach you to market to and manage Generation Z. Gen. Z (people born after 1990) is America's newest generation to hit adulthood. Soon to be joining the work force, they will be making healthcare purchasing decisions on their own for the first time. Learn how to make them your employees and customers.
In this session you will learn:
1. Learn who Generation Z is and their key traits
2. Learn actionable steps to market to this group of people
3. Learn actionable steps to manage this group of people
Heidi Wurpel, M.B.A. is the communications & research coordinator for Crescendo Consulting Group. She sits on multiple educational boards where she works closely with Generation Z. Her strong background in marketing communications, project management, event planning, and research allows her to consult on numerous topics.
2:30-3 pm Break with exhibitors
Sponsored by:
3-4:15 pm CONCURRENT BREAKOUT SESSIONS
Sponsored by:
1. Engaging Females through Blogs and Social Media Channels
Brooke Tyson Hynes, Tufts Medical Center, and Dan Dunlop, Jennings
How do you reach busy female consumers with your messaging? The answer is to market “with” them rather than “at” them by engaging them through the use of new media tools including blogs, online video and social media. Blogs are some of the most influential communications tools online. Hospitals are learning to channel their power to engage one of their most important (and often distracted) audiences: Moms. Learn how Tufts Medical Center, Lowell General Hospital and Signature Healthcare are using blogs and new media to engage female consumers (Lamplighter-winning campaigns!).
In this session you will learn:
1. Learn about the power of blogs and new media vehicles to connect with your target audience, to create community, and the opportunity that exists to put the members of that community to work for your hospital as word-of-mouth marketers.
2. Learn how to recruit bloggers from within your community to add authenticity to your blog and to add significant content while lightening the load on your marketing department.
3. Learn the value of blogs and new media for engaging busy female consumers and supporting the strategic marketing objectives of your organization. We'll use the example of TuftsMedicalCenter.tv as a highly successful new media platform.
4. Learn how to design and execute a Facebook promotion to effectively recruit bloggers and launch your hospital blog.
5. Learn how blogs can drive the growth of your other social media platforms (Facebook, Twitter, YouTube) and become a vital element in your strategic social media marketing program.
Dan Dunlop is president and CEO of Jennings, a North Carolina-based healthcare marketing agency. He is an author, marketer, blogger and frequent speaker at national and regional conferences, having served on the faculty of SHSMD, CBM, AAMC, NESHCo and CHPRMS. His involvement in the industry includes regularly contributing articles to leading publications.
Brooke Tyson Hynes is the vice president of public affairs and communications for Tufts Medical Center – a world-class academic medical institution in Boston. Tufts is home to two full service hospitals, Tufts Medical Center and The Floating Hospital for Children. Brooke possesses a wealth of experience in strategic communications, media relations, advertising and marketing. Prior to joining Tufts, she was a vice president at O’Neill and Associates, a well-known public and government relations firm in Boston.
2. Baby Boomers and Beyond: Communicating Their Way
Erika Copes, Hartford Healthcare & Helayne Lightstone, Hospital of Central Connecticut
This session will provide insights into how to develop new programs and services in these changing and challenging economic times. Attendees will hear from some of the leading experts on how to build successful relationships in this fastest -growing demographic segment which has a unique combination of needs. Receive practical advice, case studies and actionable research.
In the session you will learn:
1. Build credibility through consistent communication, health and wellness education and relationship building to a group that wants more of a holistic approach to care.
2. The importance of establishing connections through affinity groups, cross marketing or other means to feed a network.
3. Differences between mature and general market.
4. The importance of establishing connections through affinity groups or other means to feed a network. Differences between mature and general market
Erika Copes, Director of Marketing and Business Development at Central CT Senior Health Services with responsibility for marketing, sales, community relationships and new business Development . Copes also serves on the executive steering committee at The Connecticut Center for Health Aging (A resource and assessment center for seniors). During her 7 years with this organization she has built a senior club membership from 100 to over 6000 seniors age Fifty-five plus. As part of the Central Connecticut Senior Health Services, Ms. Copes’ role as Director of Marketing and Business Development is to evaluate the current customers' needs, as well as predict future needs, and provide new services and products to meet the needs of this ever changing demographic.
Helayne Lightstone is the director of corporate communications/marketing at The Hospital of Central Connecticut. She is also de facto head of communications for the Central Connecticut Health Alliance, parent organization of the hospitals. Helayne is a faculty member at Quinnipiac University, where she is a professor in the School of Communications, and has held many key roles in healthcare communications in Connecticut including the director of public relations for Saint Raphael/ Saint Raphael Healthcare System in New Haven, CT, director of marketing and public relations for Apple Health Care, Inc. Avon, CT, director of marketing and advertising for MKL&L Public Service Communications, New Haven, CT, and the development and public information writer for the University of Connecticut Health Center. Helayne is a graduate of State University of New York at Stony Brook and is the recipient of numerous awards for her work including NESHCo's prestigious Evans Houghton Award for Lifetime Achievement.
4:15-6 pm Break
6-7 pm LAMPLIGHTERS RECEPTION
Join your colleagues to celebrate your Lamplighter win or simply enjoy some hors d’oeuvres before dinner.
Sponsored by 
7-9:30 pm LAMPLIGHTER & EVANS HOUGHTON AWARDS DINNER GALA Celebrate your best work – and applaud the work of your colleagues! Plus, join us as we induct the most recent recipient of the NESHCo Hall of Fame--the winner of the Evans Houghton Award for Lifetime Achievement and the Rosabell M. Tifft Student Grant recipient. This gala event will offer the height of celebration at this spectacular venue.
Sponsored by 
9:30-11 pm HOSPITALITY DESSERT BUFFET EVENT
Join HCCG for a relaxed “after hours” party with a delicious dessert buffet.
Sponsored by: 
Friday, May 18
7:30 am Breakfast
8-9 am Breakfast Workshop: America's New Healthcare Consumer
Beth Austin, Crescendo Consulting
In today’s rapidly changing environment, healthcare organizations need to respond to a broad array of evolving demands. In this session, Beth Austin of Crescendo Consulting Group will share key findings from healthcare consumer research, conducted among more than 3,000 participants, that will assist healthcare organizations understand consumer perceptions of key healthcare topics such as patient centered medical homes, quality, health technology, and wellness. Findings from this research can be used to help inform patient communication and physician relations strategies.
In this session you will learn:
1. Opinions and attitudes of more than 3,000 healthcare consumers regarding important healthcare topics
2. How current trends will impact consumers’ healthcare decision making and behaviors.
3. Approaches healthcare organizations can take to best meet the needs of the changing American consumer.
Beth Austin, MA, is a principal and co-founder of Crescendo Consulting Group. Her unique combination of communications, research, and social marketing expertise has made her a leading expert on healthcare quality communications and consumer engagement. She's a frequent presenter and has authored numerous papers on effecting positive consumer behavior change.
9-10:15 am CONCURRENT BREAKOUT SESSIONS
Sponsored by:
1. Why 500,000 Facebook Fans Are Not Enough
Matthew Cyr, Children's Hospital
Do you know how to go beyond Facebook to reach your hospital's audience? Matt Cyr, director of patient and family communications at Children's Hospital Boston, helps you understand how social media should be used to reach all your audiences.
In this session you will learn:
1. How and when to take calculated risks with your social media
2. Why you don't need 500,000 Facebook fans to be a social media success
3. What you need to know about HIPAA and patient privacy when it comes to social media
4. One simple (and free) way to organize your department's social media activities
As director of patient and family communications at Children’s Hospital Boston, Matt has helped develop one of the most comprehensive, coordinated and successful hospital social media programs in the country, including the hospital’s Thrive blog, which was named one of the best pediatric health blogs in the United States by Parent and Child magazine in 2010. In addition, Matt develops content and strategy for Children’s Facebook page, which, with more than 500,000 fans, is the largest Facebook page of any hospital in the world. He has worked in healthcare for more than 15 years.
2. Yes, You Can Make an App for That— But Should You?
Jim Rattray, Southcoast Health System & Justin Brodeur, pidalia
Whatever your need, there's an app for that — but should your hospital have one? And how do you make one? Southcoast Hospitals wanted its own iPhone app, but it had to fill a real need. Jim Rattray and his Southcoast team conceived of MyHealth for iPhone to fill a specific patient need, teamed with Justin Brodeur of pidalia to develop it, and will share pros and cons of in-house app development and promotion.
In this session you will learn:
1. How to determine whether a mobile app is the right move for your organization
2. Strategizing what makes a good, useful mobile app
3. Selecting and working with a development partner
4. Marketing and promoting your app in a world of increasing app glut
5. The "joys" of providing user support
6. The challenges of updating your app and moving to multiple platforms
Jim Rattray has been recognized for his work with numerous national and regional awards and has spoken to PR audiences around the country on using new tools for PR and marketing. Rattray won NESHCo’s prestigious Evans F. Houghton Memorial Award in 2003 for lifetime achievement in healthcare PR and marketing. Before leading Southcoast’s award-winning marketing team, Rattray worked at United Press International, New England Baptist Hospital, an HMO and at Duke University.
Justin Brodeur is the CEO of pidalia. He hails from the technology world with stops in devops, film and TV, commercial print, mobile, clouds and fatherhood. Brodeur is actively developing mobile and socially interactive applications, but believes people have been practicing social media since their first foray into the crayon box.
10:15-11 am Break with exhibitors & Check out
Sponsored by:
11am-12:30 pm Closing Session
Sponsored by: 
Building a New Brigade: Capitalizing on New Media to Make Physicians Eager to Join You
Dan Dunlop, Jennings
Marketing to physicians may be the next frontier in healthcare communications, powered by the rise of new media and online communities. These platforms represent an opportunity for organizations to truly engage physicians. For most hospitals, referring physician marketing has not changed significantly in ages. What’s more, physician marketing is overshadowed by service line marketing although physician referrals are still the primary drivers of volume. Today, with changes in the expectations of the physician and the relevance of new media, the time has come to integrate new media into the marketing mix.
In this session you will learn:
1. Attendees will leave this presentation with an excellent understanding of new media vehicles that are appropriate for marketing to referring physicians. This includes the use of social media, video, and physician-only networks.
2. Attendees will leave this presentation with an understanding of the need for balancing the best of traditional and new media to communicate with referring physicians and their staff. Our message: Don’t throw the baby out with the bath water!
3. Attendees will leave this presentation with an understanding of how to structure their online presence as part of a fully integrated physician marketing program in order to better meet the needs of referrers. They’ll also gain insights into the mindset of today’s “social” physician.
4. Attendees will leave this session with a firm understanding of changes that are taking place for physicians around the country and how this impacts our ability to market to them. Factors include changes in the expectations held by younger physicians, a greater desire for work-life balance, the impact of changes in compensation, and growing job dissatisfaction among primary care physicians.
Dan Dunlop is president and CEO of Jennings, a North Carolina-based healthcare marketing agency. He is an author, marketer, blogger and frequent speaker at national and regional conferences, having served on the faculty of SHSMD, CBM, AAMC, NESHCo and CHPRMS. His involvement in the industry includes regularly contributing articles to leading publications.
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!
