NESHCo 2025 Annual Conference: Full Schedule

12:00pm EDT

Registration/Exhibit Setup

Wednesday May 28, 2025 12:00pm - 5:00pm EDT

1:00pm EDT

Offsite Learning Experiences to Baystate Health

Wednesday May 28, 2025 1:00pm - 1:30pm EDT

LEARNING EXPERIENCES OFFERED AT NESHCo '25!

Join us for innovative learning experiences at Baystate Health, the Pioneer Valley’s only level 1 trauma center. Experience firsthand how the health system serves Springfield and shape future healthcare leaders.

Sign up for these field trips when registering for the conference.
Attendance is first come, first served.

PURCH Pathway

PURCH (Population-based Urban & Rural Community Health) pathway – a unique program for UMass Chan Medical School students. Going beyond traditional medical education, the program teaches medical students about health equity, social determinants of health, and care for vulnerable populations through immersive learning. Of particular relevance for NESHCo, attendees will learn how language in a medical setting directly impacts patient care.

Learn more about PURCH Pathway HERE

Wellness on Wheels

Baystate Health Wellness on Wheels (WOW) Bus - The WOW bus brings preventive health services directly to low-to-moderate income and at-risk patients across western Massachusetts. The community-centered hub offers health screenings and education while fostering important connections. Discover how this innovative approach transforms healthcare delivery and builds healthier communities.

Learn more about the WOW Bus HERE

Wednesday May 28, 2025 1:00pm - 1:30pm EDT
Baystate Health

6:00pm EDT

Opening Night Event | Naismith Basketball Hall of Fame

Wednesday May 28, 2025 6:00pm - 9:00pm EDT

Baystate Health

NESHCo invites all conference attendees to join us for the Opening Night Reception which will be held at the Naismith Basketball Hall of Fame.

Join us for an unforgettable Opening Night at the Naismith Basketball Hall of Fame, where the evening promises to be a slam dunk! Experience a night filled with great networking opportunities, lively conversation, and a chance to walk through 40,000 square feet of basketball history. From interactive exhibits to the legendary "Court of Dreams," this is your chance to immerse yourself in the rich legacy of the game. Whether you're a hoops fan or just looking to connect with like-minded professionals, this event is bound to be a highlight of the season!

Transportation Available

Wednesday May 28, 2025 6:00pm - 9:00pm EDT
Baystate Health

7:00am EDT

Registration

Thursday May 29, 2025 7:00am - 5:00pm EDT

7:30am EDT

Breakfast With Exhibitors

Thursday May 29, 2025 7:30am - 8:30am EDT

8:30am EDT

Opening Remarks and Opening Keynote Presentation.

Thursday May 29, 2025 8:30am - 10:00am EDT

10:00am EDT

Break With Exhibitors

Thursday May 29, 2025 10:00am - 10:30am EDT

10:30am EDT

Supporting Workforce Stability Through an Integrated Recruitment Marketing Strategy and Creative Messaging

Thursday May 29, 2025 10:30am - 11:30am EDT

TBA

Don't miss this opportunity to gain a deeper understanding of talent acquisition marketing to enhance your own campaigns! This presentation focuses on the inner workings of a highly successful talent acquisition marketing campaign for the largest healthcare system in Central Massachusetts. This session will delve into the marketing strategies and tactics used to address workforce challenges and provide valuable insights related to:Campaign Development: Discover how creative messaging played a crucial role in supporting workforce stabilization.Strategic Channel and Market Selection: Learn how to choose the right channels and markets to boost engagement effectively.Campaign Performance Metrics: Understand the metrics used to measure the success of the campaign and how they can be applied to your own initiatives.Navigating Operational Challenges: Plan ahead by hearing some of challenges the team faced when trying to create and measure a seamless candidate journey.Speakers, Johanna Webb, Marketing Director, UMass Memorial Health, Lori Albert, Marketing Manager, UMass Memorial Health and Reem Nouh, Chief Strategy Officer, Adams & Knight, will share their expertise and experiences, offering practical advice and actionable takeaways.

Speakers

Johanna Webb

UMass Memorial Health, Marketing and Communications

Lori Albert

UMass Memorial Health, Marketing and Communications

Reem Nouh

UMass Memorial Health, Marketing and Communications

Thursday May 29, 2025 10:30am - 11:30am EDT
TBA

Campfire Stories (MISC)

10:30am EDT

The Front Lines of Healthcare News: Stories and Best Practices from Emerson Health and WCVB TV Boston

Thursday May 29, 2025 10:30am - 11:30am EDT

TBA

Join Emerson Health's Media Relations Manager and WCVB TV Channel 5 Boston's Executive Producer, as they explore the dynamics of creating healthcare news and feature segments. This engaging session will provide insights about media opportunities, including how healthcare news stories are identified, developed, and shared with the public. Attendees will learn strategies for compelling storytelling, how to establish strong working relationships with reporters, identify and prepare spokespeople, and market the resulting story. Learn what reporters need when they cover health stories and best practices that result in accurate, impactful stories to educate prospective patients and the general public.

Speakers

Leah Lesser

Senior Manager of Marketing Communications, Emerson Health

Leah Lesser is the Senior Manager of Marketing Communications at Emerson Health, an independent community health system based in Concord, MA, with clinical affiliations to Mass General Brigham. Known as the health system's storyteller, Leah leads the creation of compelling content... Read More →

Jenny Barron

Executive Producer Special Projects & 5 Investigates, WCVB TV Channel 5 Boston

Jenny Barron is the Executive Producer of Special Projects & 5 Investigates for Boston’s most-watched source for news, WCVB-TV. She leads a team of reporters and producers responsible for delivering high-impact investigative, medical and consumer content for the Boston television... Read More →

Thursday May 29, 2025 10:30am - 11:30am EDT
TBA

Campfire Stories (MISC)

10:30am EDT

Connecting Through Conversations: Using Podcasts to Expand Outreach, Education, and Empathy

Thursday May 29, 2025 10:30am - 11:30am EDT

TBA

Podcasts offer a powerful platform for healthcare organizations to expand outreach, educate audiences, and foster empathy. In this session, Kurt White and Mary Wilson, hosts of Unravelling, the Brattleboro Retreat’s mental health podcast, will share their journey of creating a compelling and impactful podcast.From concept to launch, attendees will learn practical tips for getting started, establishing a dynamic host relationship, and collaborating with producers to ensure high-quality content. The session will cover strategies for selecting meaningful guests, preparing thoughtful interview questions, and navigating the editing process to shape engaging episodes. Participants will also gain insights into leveraging social media to amplify reach and engagement. Whether you’re considering launching a podcast or looking to refine your approach, this session offers advice to help you connect with your audience and make a lasting impact.

Speakers

Mary Wilson

Journalist, Brattleboro Retreat

Mary Wilson is an Emmy award-winning journalist who spent a decade as an anchor and reporter for various local TV stations. She is the Communications and Media Relations Manager at the Brattleboro Retreat. A native of Putney, Vermont, Mary received a Broadcast Journalism degree from... Read More →

Kurt White

Vice President of Community Partnerships, Communications, and Development, Brattleboro Retreat

Kurt L. White is the Vice President of Community Partnerships, Communications, and Development at the Brattleboro Retreat, and is also the Retreat DEI Officer. He is the executive sponsor of the Brattleboro Retreat’s Psychology Training Program, which is accredited by the American... Read More →

Thursday May 29, 2025 10:30am - 11:30am EDT
TBA

What's In Your Wagon?

11:30am EDT

Lunch With Exhibitors

Thursday May 29, 2025 11:30am - 12:30pm EDT

12:30pm EDT

From Legacy to Leading Edge: One Health System's Journey to Modernizing Patient Communication

Thursday May 29, 2025 12:30pm - 1:30pm EDT

TBA

Communication with consumers is rapidly evolving. In industries outside healthcare, personalized, 24/7 communication models have become the norm, creating “always-on” experiences that meet consumers where they are. Healthcare systems, however, lag behind these industries and have much to learn from their approaches to consumer engagement. By adopting proven strategies, health systems can close the gap and build more meaningful, seamless interactions with their patients.Despite this opportunity, many health systems fall into the habit of purchasing the 'shiny new toy' before developing a clear vision for how to deploy the technology and interact with consumers. This often results in underutilized tools, lost value, and frustration for both administrators and patients.Geisinger Health sought AVIA, a digital transformation organization, to address a critical opportunity: sunsetting their legacy SMS texting solution and selecting a modern platform to align with their broader communication goals. Through a collaborative process, Geisinger partnered with AVIA to engage and educate key stakeholders on:- Market Insights: Understanding the competitive landscape and emerging communication trends to inform decision-making.- Needs and Challenges: Identifying and prioritizing functional and technical requirements while addressing pain points with the legacy SMS solution.- Use Cases: Developing a comprehensive set of use cases to ensure technology capabilities aligned with Geisinger’s organizational goals.- - Vendor Evaluations: Participating in demonstrations with leading vendors to evaluate their ability to meet Geisinger’s needs.The process narrowed the choice to two finalists: one vendor specializing in SMS communication and another focused on omnichannel orchestration. Geisinger leveraged AVIA's expertise and market insights to select the best solution and ensure the vision was socialized across the enterprise.This session will share best practices, challenges, and lessons learned from this journey, providing actionable insights for health systems navigating similar transitions. By developing a clear vision and involving stakeholders early, organizations can harness the full potential of modern communication platforms to deliver a seamless, consumer-centric experience.

Speakers

Amanda Jones

Senior Director of Digital Engagement, Geisinger Health

Amanda Jones is a Senior Director of Digital Engagement at Geisinger, based in Pennsylvania, with extensive experience in delivering consumer-centered technology-based healthcare solutions in support of enterprise business strategies. Amanda’s primary focus is on increasing customer... Read More →

Leslie Lennergard

Vice President, AVIA

Leslie is a healthcare leader with over 15 years of experience driving transformation in revenue cycle operations, consumer experience, strategic planning, and technology implementation. Currently Vice President at AVIA, she focuses on digital consumerism and innovation.Previously... Read More →

Ali Nasser

Manager, AVIA

Ali is a Manager in the Center for Consumerism at AVIA. He leads research on relevant topics and trends in digital strategy, specifically focused on patient communication and omnichannel orchestration, while adding value and contributing to strategic growth for health systems through... Read More →

Thursday May 29, 2025 12:30pm - 1:30pm EDT
TBA

Campfire Stories (MISC)

12:30pm EDT

Ready? Set? Rebrand! Redefining healthcare for MIT

Thursday May 29, 2025 12:30pm - 1:30pm EDT

TBA

Two years ago, MIT Medical’s leadership came to our communications/marketing team with a challenge: Rebrand from MIT Medical to MIT Health within a single calendar year. This rebrand was more than a simple name change - it was an opportunity to reintroduce our practice to a community forever changed by the pandemic. And so began the challenge of carefully sifting through the identity and legacy of a century-old brand. Our charge: convince a patient community with long-held institutional memory to think beyond their traditionalist, exam-room focus, and instead energize and excite them to embrace the idea of an organization that offers a full breadth of health and wellness services. In this presentation, you’ll get practical advice on undertaking a huge project with a small team (without your day-to-day work getting in the way). You will learn techniques for building positive relationships with vendor partners and for giving efficient art direction to agencies. Most importantly, you’ll get great ideas for making your stakeholders, staff, and patients feel seen, supported, and energized.

Speakers

Emily Wade

MIT Health

Thursday May 29, 2025 12:30pm - 1:30pm EDT
TBA

Surviving the Journey

12:30pm EDT

A-Z of Launching a New Website for a Complex Health System - Perspectives from an In-House Marketing Team

Thursday May 29, 2025 12:30pm - 1:30pm EDT

TBA

In our digital-first landscape, healthcare systems rely on user-friendly, accessible, and accurately updated websites to connect patients, providers, and stakeholders. Emerson’s Digital Marketing Specialist will take attendees through the full process of launching a website for a complex health system, focusing on the unique challenges and best practices from an in-house Marketing team’s perspective. From initial stakeholder alignment and understanding compliance requirements like HIPAA and ADA accessibility to platform selection, content strategy, design, testing, and project management, this session will offer actionable insights to navigate the intricate balance between technical functionality, patient-centered design, and organizational goals. Join to learn about real-world tips and examples in advocating for the patient and the health system every step of the way and being efficient and resourceful while working with an agency partner, especially in today’s world of emerging AI.

Speakers

Maureen Yuemeng Li

Digital & Social Marketing Specialist, Emerson Health

Maureen Yuemeng Li is the Digital & Social Marketing Specialist at Emerson Health. She recently partnered with the Chief Marketing Officer to build a new website for Emerson, managing a 1.5-year project timeline and agency and internal cross-functional teams. Outside of the website... Read More →

Thursday May 29, 2025 12:30pm - 1:30pm EDT
TBA

What's In Your Wagon?

1:30pm EDT

Break

Thursday May 29, 2025 1:30pm - 1:45pm EDT

1:45pm EDT

Everything from the Mundane to Murder: Unusual and unexpected experiences in healthcare marketing and communications, and the lessons learned

Thursday May 29, 2025 1:45pm - 2:45pm EDT

TBA

Through a lively presentation, Helayne will share unusual and unexpected challenges and highlights of her career in healthcare marcom. Each of these opportunities culminated in critical lessons learned. These experiences will touch on a variety of areas of marcom, including: crisis public relations, HIPAA, traditional mass media marcom, branding, social media, employee recruitment and communications.- Proactively responding to a series of medical errors which led to the death of two patients who were given nitrous oxide vs. oxygen during routine cardiac catheterization procedures- Response to international media inquiries following the horrific invasion at the home of a beloved physician in which his wife and daughters were murdered and he was injured- How response to an apparent suicide note from a former patient prevented the arrest of an innocent citizen on homicide charges. - How an unusual creative approach resulted in hiring 100 nurses in 100 days.- Big bombs-- how neglecting to elicit input/feedback resulted in failure, as well as recovering from technical glitches - Unusual methods of brand building

Speakers

Helayne Lightstone

Lightstone Communications

Thursday May 29, 2025 1:45pm - 2:45pm EDT
TBA

Campfire Stories (MISC)

1:45pm EDT

Reimagine SEO: How AI Is Changing Search (and What You Can Do About It)

Thursday May 29, 2025 1:45pm - 2:45pm EDT

TBA

AI-powered search tools like Google AI Overviews and SearchGPT are transforming patient behavior. Gone are the days when click-through rate and website traffic ruled. This practical session equips healthcare marketers with actionable strategies to adapt, optimize for AI, and start driving results today.

Speakers

Ahava Leibtag

Aha Media Group

Thursday May 29, 2025 1:45pm - 2:45pm EDT
TBA

Pioneering - The New Era

1:45pm EDT

Tailored Treatment: Using Market Research to Connect Patients to Optimal Care

Thursday May 29, 2025 1:45pm - 2:45pm EDT

TBA

What if behavioral insights could improve how healthcare professionals optimize their treatment choice based on a holistic view of the patient? Ensuring patients receive the right medication given their physical, behavioral, and psychological needs is essential for improving adherence, outcomes, and early risk prevention. This session explores how market insights and targeted messaging can shift providers’ prescribing habits from one-size-fits-all to patient-centric care. Through case studies spanning diverse therapeutic areas, we’ll show how research solutions like behavioral segmentation and persona development illuminate ideal patient profiles. We’ll share activation strategies to equip providers to make more informed decisions. You’ll leave the session inspired to drive sustainable improvements in care by understanding the person behind the prescription.

Speakers

Jana Rosewarne

KJT Group

Jana is a Research Consulting Director at KJT Group. She specializes in blending data and behavioral insights to shape marketing and innovation in healthcare. She earned her PhD in social psychology from the University of Massachusetts, Amherst, and resides in Western Massachuset... Read More →

Thursday May 29, 2025 1:45pm - 2:45pm EDT
TBA

What's In Your Wagon?

3:15pm EDT

Turning tragedy into opportunity: The Brockton Hospital Fire Story

Thursday May 29, 2025 3:15pm - 4:15pm EDT

TBA

This is the story of Signature Healthcare facing the unimaginable. On February 7th, 2023, a 10-alarm fire broke out at Signature Healthcare’s main hospital. With smoke and fumes in the building and no electricity, the hospital made the call to evacuate. Brockton Hospital evacuated 162 patients when the electrical fire broke out. In all, 91 ambulances, 26 fire trucks, and nearly 300 emergency personnel responded. The impact of the fire was severe. Because the fire started during a shift change, extra staff were already on site to help care for and move patients, all without electricity, elevators, lights, computers, or phones. Fifteen hours later and with no fatalities or injuries to staff, patients, or firefighters, the fire was out, and all the hospital’s patients were safe in other locations. It was truly a heroic achievement. Reopening wouldn’t be a matter of a few months; it would require replacing the entire electrical system as well as other infrastructure for the 250,000 square foot building. Reopening would take over a year - dramatically impacting 460,000 area residents and 2,700 potentially displaced hospital employees. How would Signature respond? The immediate challenge was to communicate with and care for local residents, patients, and Signature employees while the team worked to reopen the hospital. At a time when Massachusetts was facing the Steward Health Bankruptcy and the Compass Medical closure, Signature was overcoming adversity and fulfilling its mission. Out of tragedy, Signature would quickly adapt, offer new services, and expand its market area. In response to this crisis and during the hospital's 18-month closure, Signature improved access to care.

Speakers

Dan Dunlop

Principal & Owner, Jennings Healthcare Marketing

Dan is a nationally recognized expert in healthcare marketing, regularly contributing articles to healthcare marketing publications and making keynote speeches and presentations at conferences around the country. He’s also a renowned healthcare marketing blogger, brand consultant... Read More →

Lorriane McGrath

Associate Vice President, Marketing & Communicatio, Signature Healthcare

Lorraine is associate vice president of Marketing & Communications at Signature Healthcare. She leads the strategic development and coordination of Signature Healthcare’s brand identity; leads the development of strategic and integrated marketing initiatives and activities; and... Read More →

Thursday May 29, 2025 3:15pm - 4:15pm EDT
TBA

Campfire Stories (MISC)

3:15pm EDT

Put me in coach!

Thursday May 29, 2025 3:15pm - 4:15pm EDT

TBA

With all the technology we have for relaying messages these days, the value of a well-written story, pitch or social post cannot be overstated. At the same time, it can be challenging to create consistent and engaging written content when your marketing communications team is full of colleagues with different experience, education and work backgrounds. As with any high-performing team in business or even sports, there needs to be some coaching.While that may sound daunting, Hartford HealthCare has developed a way to cultivate better, more consistent writers who can contribute to everything from leadership speeches to web copy to media pitches. Using a variety of methods including writing workshops, weekly writing and style tips, a department style guide, and one-on-one sessions that identify and capitalize on individual strengths while addressing and developing weaknesses into new strengths, Hartford HealthCare was able to developed a bench of confident writers to support the system’s communications needs.The result has been an equalizing of writing responsibility, valuable consistency to the system’s collective voice, and solid ROI in the form of patient visits, event attendance and requests for preventive health information.Two members of the Hartford HealthCare team will present the system’s unique approach to writing coaching. Susan McDonald is a seasoned print journalist who was tapped as the team’s first-ever writing coach, and Maggie Werner is one of the team’s newest members who was able to develop her writing skills to reflect Hartford HealthCare and AP style while showcasing her creativity and interview skills.

Speakers

Susan McDonald

Hartford HealthCare

Maggie Werner

Hartford HealthCare

Thursday May 29, 2025 3:15pm - 4:15pm EDT
TBA

Campfire Stories (MISC) Surviving the Journey

3:15pm EDT

Finding the Needle in the Haystack: Boost Specialty Care Volume and Measure ROI by Channel with CRM

Thursday May 29, 2025 3:15pm - 4:15pm EDT

TBA

Explore how UConn Health, an academic medical center, strategically integrated email and digital marketing with custom landing pages to acquire self-reported, HIPAA-compliant consumer data used to nurture interested consumers on options for specialized brain and spine care. CRM plays a pivotal role in tracking the patient journey from initial interest through actual encounter data. The health system has successfully demonstrated ROI by marketing channel, even digital efforts outside of their CRM.

Speakers

Kristin Wallace

Assistant Vice President of Health Marketing, UConn Health

Kristin Wallace is the Assistant Vice President (AVP) of Health Marketing at UConn Health, with 13 years of experience in marketing within academic medical centers. In her current role, she leads a small, agile in-house creative team that collaborates with external vendors to build... Read More →

Cheryl Kurtz

LionShare, Inc.

As Senior Director of Client Strategy at LionShare, Cheryl Kurtz leads strategic initiatives that drive client growth and success, ensuring that marketing efforts align with business objectives. Before joining LionShare, Cheryl spent 18 years as Director of Marketing at an academic... Read More →

Thursday May 29, 2025 3:15pm - 4:15pm EDT
TBA

What's In Your Wagon?

5:00pm EDT

First Timers and New Member Reception

Thursday May 29, 2025 5:00pm - 5:30pm EDT

5:30pm EDT

Lamplighter Awards Dinner & Gala

Thursday May 29, 2025 5:30pm - 8:00pm EDT

8:00pm EDT

NEW! Lamplighter Award After Party

Thursday May 29, 2025 8:00pm - 10:00pm EDT

Featuring Young At Heart Chorus. Check them out here: https://youngatheartchorus.com/

Thursday May 29, 2025 8:00pm - 10:00pm EDT

8:00am EDT

Breakfast With Exhibitors

Friday May 30, 2025 8:00am - 9:00am EDT

8:00am EDT

Registration

Friday May 30, 2025 8:00am - 12:00pm EDT

9:00am EDT

From Nice to have to Gotta Have: Market Research

Friday May 30, 2025 9:00am - 10:00am EDT

TBA

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.

Speakers

Julia Sorensen

Mass General Brigham

Julia Sorensen, MBA, MSW has worked in strategy, community and government relations, hospital operations, patient experience, development and a variety of other areas throughout her healthcare career, while having a primary focus in marketing and communications. She earned a master’s... Read More →

Friday May 30, 2025 9:00am - 10:00am EDT
TBA

Expanding Frontiers

9:00am EDT

Bridging the Gap: Effective Collaboration Between Healthcare Marketers and Graphic Designers

Friday May 30, 2025 9:00am - 10:00am EDT

TBA

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.

Speakers

Dexter Tarbox

T4 Creative Lab

D. Dexter Tarbox is an award-winning advertising and marketing specialist serving as President of the New England design agency, T4 Creative Lab. He specializes in health care and other related industries.

Friday May 30, 2025 9:00am - 10:00am EDT
TBA

Navigating the Trail What's In Your Wagon?

9:30am EDT

Evolution, Not Revolution: Maximizing Brand Impact While Minimizing Technical Debt

Friday May 30, 2025 9:30am - 10:30am EDT

TBA

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.

Speakers

Matthew O'Bryant

Digital Strategy Leader, Oomph, Inc.

Matthew O’Bryant is a digital strategy leader with nearly two decades of experience designing and building digital tools that make an impact. Currently serving as the President at Oomph, Inc., he passionately shares his years of industry expertise and insights with his clients and... Read More →

Kristen Connolly

Director of Digitial, Brown University Health

Kristen Connolly is director of digital at Brown University Health, Rhode Island's largest health system. As digital director, Connolly is responsible for Brown University Health's digital governance and strategy, including its internal and external websites.

Friday May 30, 2025 9:30am - 10:30am EDT
TBA

Surviving the Journey

10:00am EDT

Break

Friday May 30, 2025 10:00am - 10:15am EDT

10:15am EDT

Breaking through with creative: why playing it safe is risky

Friday May 30, 2025 10:15am - 11:15am EDT

TBA

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

Speakers

Jim Larmon

Chief Creative Officer, Unlock Health

I love making human connections through storytelling. For the last 25 years I’ve created breakthrough work for credit cards, cable networks, coffee, beer (lots of beer), banks and healthcare. No matter what the product, the medium, or where the data leads, if you don’t connect... Read More →

Rick Knief

Table of Content

Friday May 30, 2025 10:15am - 11:15am EDT
TBA

Expanding Frontiers Campfire Stories (MISC)

10:15am EDT

Leading During Times of Organizational Change and Transition

Friday May 30, 2025 10:15am - 11:15am EDT

TBA

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

Speakers

John Looney

Vice President of Marketing and Communications, UMass Memorial Health

John Looney, MSM, is Vice President of Marketing and Communications at UMass Memorial Health, the largest healthcare system in Central Massachusetts. Prior to his current role, he held senior marketing and communications roles, at the entity and system level, at both Mass General... Read More →

Julia Sorensen

Mass General Brigham

Friday May 30, 2025 10:15am - 11:15am EDT
TBA

Navigating the Trail

10:15am EDT

What drives healthcare consumer behavior? Using Jobs-to-be-Done to understand decision-making

Friday May 30, 2025 10:15am - 11:15am EDT

TBA

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.

Speakers

Steve Koch

Managing Partner, Cast and Hue

With a foundation built in marketing and advertising, Steve Koch shifted his focus to the core of human decision-making and experience design. This evolution led him to Cast & Hue, where he is instrumental in crafting impactful customer and patient experiences, marketing strategies... Read More →

Friday May 30, 2025 10:15am - 11:15am EDT
TBA

Surviving the Journey

11:15am EDT

Break

Friday May 30, 2025 11:15am - 11:30am EDT

11:30am EDT

Using Privacy-First Strategies to Drive Digital Marketing Performance

Friday May 30, 2025 11:30am - 12:30pm EDT

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.

Speakers

David Chai

Freshpaint

Julie Elias

Director of Communications & Marketing, Boston University Henry M. Goldman School of Dental Medicine

Friday May 30, 2025 11:30am - 12:30pm EDT

11:30am EDT

Healthcare SEO Beyond Google: Unlock Organic Growth with Patient-Centric Zero-click Content Strategies

Friday May 30, 2025 11:30am - 12:30pm EDT

TBA

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.

Speakers

Dale Bertrand

President, Fire&Spark

Dale has been an SEO specialist and AI consultant to Fortune 500 companies and venture-backed startups around the world for two decades. His clients include global brands such as Citizen Watch, Nestle, Raymond Weil, Exxon Mobil and Bulova. He applies his graduate school work in artificial... Read More →

Friday May 30, 2025 11:30am - 12:30pm EDT
TBA

Expanding Frontiers

11:30am EDT

Traversing the Trust Deficit: How to Engage Patients Through Transparency and Reputation

Friday May 30, 2025 11:30am - 12:30pm EDT

TBA

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.

Speakers

Jen Marcos

rater8

Jen Marcos has been in the healthcare IT space for over 15 years. As a Senior Account Executive for rater8, a reputation management and practice improvement software solution, she’s helped thousands of physicians build and maintain an accurate online reflection of the care and services... Read More →

Friday May 30, 2025 11:30am - 12:30pm EDT
TBA

Pioneering - The New Era