The Pharmaceutical Industry spends $10 billion a year on consumer/patient marketing. How much do you think they spend of Physician Marketing? $20 billion! After working for Pfizer, Scott Weintraub, from Relevate Health Group, has mastered best practices on healthcare marketing. With an ever-increasing need for clear and effective communication from hospital to a physician, and physician to physician, hear these tricks of the trade and learn how to apply those pharma best practices to engage physicians and address referral leakage.

Join us to learn how Connecticut Children’s tapped a new opportunity space with the launch of a pediatric urgent care practice – a fresh alternative in a market saturated with adult urgent care. Between adding value where stakeholder, patient, and parental needs overlap and an advertising campaign that struck just the right tone, the launch hit a sweet spot. Creative was playful, yet serious enough to attract attention and connect with parents and kids – and convey the health system’s expertise. Hitting all the right notes, the campaign not only won hearts and minds of parents, but of internal audiences as well.

Hear how one rural hospital joined with community partners to launch a Behavioral Health Initiative providing education, reducing stigma, and increasing access to local resources. Through an elaborate video series, social media posts, TikToks, printed materials, and community outreach, Henry County Medical Center intends to silence the shame often associated with mental illness, poverty, and addiction. Come see the moving footage and hear how they addressed a critical population health need!

Methodist Le Bonheur Healthcare asked Frederick Swanston to develop a communications plan including messaging and tactics to reach both broad and targeted audiences – promoting the importance of receiving the COVID-19 vaccine in order to motivate and inspire people to come together to collectively fight the pandemic. The research showed hesitancy toward the vaccine, especially within diverse communities. Many were disproportionately affected by the pandemic, and this experience was reflected in hesitancy attitudes and behavior. In addition, other healthcare providers and civic organizations were rolling out their own vaccination campaigns leading to an oversaturated marketplace teeming with “it’s your shot” ads. And so, The Real Ask – develop strong creative that stands out, educates and encourages Memphis-area African American, Hispanic and Caucasian consumers to get the COVID-19 vaccine.

The demand for healthcare content is at an all-time high — and at the same time, it’s never been more difficult to reach online consumers. With the new normals of zero click search, social algorithms forcing a pay-to-play approach and email inbox filters, content is only king IF built around the community served. Like market leaders embracing telemedicine and other consumer-centric delivery models, healthcare marketers who purposefully reconstruct their content strategies around the rapidly changing lifestyle habits and media preferences of their audiences will build trust and rise above the competition. In this session, you’ll learn how Weill Cornell Medicine and True North Custom are leveraging SEO and other modern techniques to create an effective content strategy.

When Princeton Health, a community health system, became part of Penn Medicine, a world leader in research, education, and patient care, area consumers reacted positively, yet wondered what the partnership meant for them. Princeton Health wanted to answer that question in a way that spotlighted the best of both institutions’ brands and set the stage for what consumers could expect from the partnership. After conducting extensive market research across its service area, Princeton Health worked with the Ronin agency on a comprehensive, multi-channel campaign designed to build awareness and preference for what it — and Penn Medicine — could provide. Key messages included reassurance that patients could continue to receive exceptional healthcare locally from an organization that had been a valued member of its central New Jersey community for a century. In addition, the award-winning campaign emphasized that patients now had greater access to highly specialized, complex care at Penn Medicine hospitals in nearby Philadelphia if needed. With visually engaging images and compelling copy, the campaign was well-received and effective. The response to the campaign and follow-up market research indicates that Princeton Health is meeting its goal of engaging its target market by providing relevant, timely, and memorable information about Princeton Health as part of Penn Medicine.

Hospitals and health systems spend millions of dollars on digital marketing each year, but many marketers are unable to measure how these efforts impact real-world patient decisions and health outcomes. To address this gap, hospital marketers are increasingly turning to data and marketing analytics to understand the full impact of advertising campaigns. In this session, Veeva Crossix will share best practices for moving beyond click-through rates and website metrics to understand and optimize the impact of marketing on patient behavior.

This presentation will focus on the understanding and analysis of the multi-faceted world of the business of Women’s Health in order to develop a successful business plan. The Women’s Health product life cycle will be examined, and major opportunities will be identified based upon policy, clinical, demographic, and business trends. Lastly, the quantification of opportunities will be discussed through the lens of various stakeholders.

The quality of Women’s Health services and the associated Women’s Health outcomes are an indirect measure of the health of the community, nation, and world. Quality improvement research is very complex in Women’s Health due to the multiple intervening variables that impact Women’s Health. The panelists are all experts in Women’s Health quality improvement and will share their research studies and results. They will concentrate on actionable outcomes that the participants can utilize immediately to improve the Women’s Health Care provided in their organizations.

Providers of Women’s Health services are challenged with daily obstacles to the efficient provision of quality Women’s Health services. Some examples of obstacles are: provider shortages, staff shortages, declining reimbursement, greater patient expectations, intense competition, complex EHRs, increased liability, higher productivity targets, poorly designed spaces and processes, more paper work, and budget cuts. The panelists are all experienced Women’s Health executives and will discuss clinical operations improvement and the use of technology including telehealth to improve throughput, quality and financial outcomes.

Women’s Health providers are faced with the challenges of high volume and low margin products. The panelists will share proven strategies and outcomes that will increase profits and decrease costs while improving the quality of care. Some strategies that will be discussed are OBEDs, revenue enhancement through coding, billing and documentation, use of technologies, innovative models of care, and integration and ownership of ancillary services.

This panel will focus on the Women’s Health product pipeline, new and future Women’s Health products, Women’s Health investment priorities and integrating new products into Women’s Health services. Women’s Health administrators and providers are challenged with staying up-to-date on new and future products that can improve their care and their bottom line. Additionally, many providers have innovative business ideas but lack the expertise to obtain funding in order to develop the product and get it to market. This session will give participants a snap shot of product development and funding in the Women’s Health sector. Also, the panelists will discuss new products that are currently available and how to access them, as well as what products are projected in the near future so they can plan to integrate them into their services.

It is well established that women are the chief purchasing officers in almost every business sector, this is especially true in health care. Technology, geography, culture, socio-economic factors, demographics, and generational preferences all impact how women respond to marketing and advertising. The marketing, branding and advertising experts on the panel will share successful strategies and tactics to gain the attention, business and loyalty of women.

It is well known that structure drives function, therefore, this panel will focus on innovative business structures in Women’s Health and the impact of different structures on clinical, market, and financial outcomes. Women’s Health administrators and providers are often so embedded in an existing/traditional structure that they aren’t aware of the opportunities to modify their structures through innovative partnerships and business development. This panel will discuss Joint Ventures, Women’s Specialty Centers, Multi-State IPAs, Large OB/GYN practices with their own ancillaries, Women’s Hospitals, Women’s Service Lines, Virtual Practices, and Concierge Medicine.

This panel will focus on Femtech which is the use of current and future technology to meet unique women’s health needs or to manage a medical condition in women that has a different disease course. Participants will hear from founders, inventors, and innovators in Women’s Health who will share their journey in Femtech and what the future holds regarding the impact of technology in Women’s Health. The integration of Femtech into Women’s Health services will also be discussed as well as the outcomes achieved and projected.

You know that an array of elements influence a patient’s care as they struggle with a given disease or medical condition. But have you mapped out an ecosystem of care to find your company’s place in it? And identify additional influential groups and individuals that can be brought into your strategy? We’ve traditionally focused on hospitals, clinics, and doctor’s offices, spaces where care happens. But broadening your view as a pharma leader will highlight 6-10 types of influential groups and perspectives, depending on the condition. A full health ecosystem must include daily care influences, emergency caregivers, payers, and those who study or influence behaviors or social determinants of health. Going broader still, the health ecosystem includes organizations involved in policy, legislation, economics, incentives, and more. We’ll use case studies and examples to show why and how understanding the care ecosystem can quickly identify opportunities to engage with new influencers. And how to build coalitions from the ecosystem to influence care pathways and get to improved patient outcomes, all while giving patients, caregivers, and HCPs better experiences.

Telemedicine is a hot topic right now, but what exactly is it? And how can healthcare marketers incorporate telemedicine into the marketing mix? In this presentation, we will discuss models for telemedicine and how one pharmaceutical brand was able to grow new-to-brand patients by applying direct response marketing techniques to drive continuous improvement and a strong return on investment through the telemedicine channel.

This session will present background on blockchain and existing artificial intelligence technologies in the healthcare industry (Apple Siri / Amazon Alexa, etc.). Talking points will include associated applications, and first steps into using these technologies as solutions (Merck blockchain pilot in preserving the integrity of pharma, Microsoft Argus, Twitter Bluesky, etc.). Finally, Nadia will speculate what the future of health marketing might look like in 10-20 years.

Clinical trials are increasingly going digital. Either the trial is about a digital therapy, or it is investigating digital engagement for other trials, or it is a Remote, Virtual, or Decentralized (RVD) trial itself. This increased virtualization of trials is a side effect of the virtualization of both work and life and has been accelerated greatly by the COVID-19 pandemic. The digitization of trials is now reaching upstream to trial recruitment itself and the promotion of trials to potential patients. In this talk we will look at how trials are going virtual and how marketers can use their communication skills to help the medical teams early in the process and fill their trials with the right candidates. Plus, we will explore some digital media examples that show the opportunities available for marketers looking to build a plan of their own.

The last 18 months has seen the acceleration of virtual care. Once almost considered a novelty, many specialties are realizing the value of virtual care options for both their practices and the patients they serve. This conversation will focus on the state of remote health options in 2021 as well as its spread and expansion in the years to come.

In its current state of affairs, can a product be launched without the support of a field force? This case study outlines the strategy, process and outcomes for the launch of a product in an environment where virtual care was not only the only option, but may have been the best option…!

Over the past few years, Point-Of-Care media has been useful in delivering key information & resourced to patients and clinicians alike. Capitalizing on the immediacy of the in-person visit, POC has had a profound effect on the patient experience. Can the same be said for virtual POC?

DTC strategy has long been one predicated on the potential for the consumer to take action. However, in real-life, there a myriad of reasons why a consumer does not.

While the point of care has expanded and pharma marketers can now implement multi-channel strategies, the EHR continues to be a source of invaluable information to support decision making throughout the care journey, and across channels. Thanks to the increased adoption of digital and advanced analytics, real world evidence (RWE) in the EHR provides deeper insights into who needs to be reached with what information, and when and where that information should be delivered. In other words, RWE is the catalyst for the next best action. Angelo Campano, SVP & Principal, Agency Channels at OptimizeRx, takes a holistic look at data in the EHR. Join Angelo for a full marketing perspective into the multiple use cases of RWE in and beyond the EHR.

Technology has revolutionized the ways in which we reach, interact, and improve outcomes for our customers. The purpose of this panel is to go beyond the buzzwords and the hype and discuss real life applications of technologies such as Real World Data, Digital Care, and Blockchain and how they are changing the way we see, we measure and improve marketing, branding, and outcomes.