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Friday, May 30
 

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
avatar for Julia Sorensen

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

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
avatar for Jim Larmon

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 →
RK

Rick Knief

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

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
avatar for Dale Bertrand

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
 
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