NESHCo 2025 Annual Conference

Market research, and the insights derived from it, can drive competitive advantage and improve results - but only if it unlocks new possibilities and catalyzes action. Whether your organization is large or small, urban or rural, there are techniques to improve the quality, value and application of your market research. Unfortunately, market research is sometimes one of the first things organizations look to cut in challenging times. This is a mistake as, done well, market research provides better consumer understanding, better planning, strategy and campaign execution and improved ROI. This workshop will help you understand how to design and execute research studies for the best results, more influence and more impact.

Marketing teams must deliver campaigns that are not only informative but also visually engaging and culturally resonant. This session will explore best practices for healthcare marketing departments to collaborate seamlessly with third-party graphic designers. From initial strategy alignment to execution and handling internal approvals, we’ll discuss how to maximize creativity while adhering to compliance and brand standards. Attendees will walk away with actionable strategies to foster partnerships that deliver impactful campaigns tailored to modern patients and consumers.

When a major organization undergoes a rebrand, the immediate instinct is often to start fresh with a complete technical overhaul. But what if you could achieve a dramatic brand transformation while preserving your valuable CMS infrastructure? In this session, we'll explore how Brown University Health executed a successful digital rebrand by strategically updating the presentation layer while maintaining the robust foundation of your existing content management system. We'll dive into practical approaches for evaluating what to keep, what to modify, and how to implement changes efficiently without disrupting content operations.

It’s hard for hospitals and health systems to stand out from the crowd. Similar language about improving health outcomes, not to mention widespread use of the same stock imagery, makes it hard to break through the noise. Compared to other industries, healthcare marketers are still at the beginning of the curve when it comes to pushing boundaries. But bold, high-quality creative advertising has proven to be a critical tool for connecting with their audiences on a deeper level.In this interactive session, we’ll evaluate examples of award-winning healthcare campaigns and dissect what makes them successful. We’ll also discuss common barriers health systems face when trying to push creative boundaries. Attendees will leave with:1) Actionable insights into developing impactful advertising for their organizations and 2)Strategies for overcoming barriers to implementation

During an unprecedented time of change in healthcare, leaders need to think differently about how they support their people. Mergers, reorganizations, consolidation, leadership transitions, program closures, are just some examples of the types of change our employees are faced with on a regular basis. Additionally, roles in marketing and communications, and the skills employees need, are changing rapidly. While these changes are in many cases unavoidable, there is often little attention paid to the psychological and emotional aspects of the transition that employees are experiencing - and to the stress of potentially managing multiple changes and transitions at the same time. When transitions are not managed well, it can lead to low morale, productivity, and engagement. When transitions are managed well, your people will feel valued and supported and be stronger contributors to your team. Session attendees will learn the difference between change and transition, key actionable strategies to support their people during this fast paced and seemingly

Healthcare consumerism is here. People have more options than ever before, and the way they utilize healthcare has evolved. In this session, we’ll share how healthcare organizations can understand how and why people make decisions using Jobs-to-be-Done (JTBD) theory. By understanding the needs and motivations behind healthcare decisions through JTBD, organizations can create differentiated experiences and strategies that meet those needs better than competitors, driving acquisition and loyalty.-------[More Detail] Healthcare consumerism has never been more real. People have more care options than ever before, and the way they utilize healthcare has evolved. Consider:- The average person splits their healthcare amongst 4-5 healthcare provider brands each year. - 58% of Americans reported that they are likely to seek non-emergency care from a retail pharmacy- Out of 10 industries measured, healthcare has the highest expectations for service delivery, but only 40% say the experience meets expectationsWhat are the implications of this? Despite a focus on brand in healthcare for the last 20 years, there is very little loyaltyThe front door to health systems is getting less trafficTraditional healthcare organizations are losing patients to new entrants, competitors, and inactionIn this session, we’ll share how healthcare organizations can understand how and why consumers make decisions by utilizing Jobs-to-be-Done theory.Jobs-to-be-Done (JTBD) is a theory of progress. People “hire” products and services in order to reach desired outcomes and make progress in their lives. When we understand what progress they are trying to make, and the desired outcomes they are trying to achieve, we will understand their job-to-be-done. By understanding the needs and motivations behind healthcare consumer decisions, organizations can create differentiated experiences and messaging strategies that meet those needs better than competitors, driving acquisition and loyalty.

Healthcare marketers are tasked with driving down patient acquisition cost while also protecting patient privacy. Those don’t always go hand-in-hand. Healthcare marketers that embrace this challenge by putting the processes and solutions in place that balance privacy concerns and build for the future are driving improved performance.

Join Julie Elias, Assistant Director of Marketing at BU Dental to learn more about their journey to patient privacy & marketing performance.

Google's AI overviews are transforming healthcare search results. Zero-click searches are becoming the norm for medical queries. This shift means less organic traffic and demands fresh SEO strategies focused on patient education and engagement. Join 20-year SEO veteran Dale Bertrand for an actionable session of proven zero-click marketing strategies. You'll learn practical strategies to create patient-centric content that serves both patients, AI chat search and traditional search engines.

Trust is the cornerstone of healthcare, yet today’s ecosystem is facing a profound trust deficit. Patients are increasingly skeptical of the healthcare system due to concerns around transparency, costs, access, and lack of engagement from their providers. This decline in trust has far-reaching consequences, not only impacting patient satisfaction, but also influencing outcomes, retention rates, and provider reputation. This session will explore the multifaceted nature of trust in healthcare, from the relationships between providers and patients, to the broader perceptions of the industry at large. Attendees will gain valuable insights into why trust has diminished and how to rebuild it through a strategic combination of transparent communication, social proof, and patient-centric practices. During this engaging session, Jen Marcos, Senior Account Executive at rater8, will examine strategies to enhance trust at every stage of the patient journey. Attendees will learn how clear communication can alleviate common patient concerns, and explore how their organizations can use social proof, including online reviews and testimonials, to build a stellar reputation that attracts new patients and keeps them coming back.