Xpectives.Health: Virtual Forum

Hospital Forum on
Getting Patients Back in for Treatment

March 31, 2021 | 1:30 pm Eastern

Wednesday, March 31

With vaccines for COVID 19 getting more and more prevalent, patients will now be more comfortable heading back to the hospitals for neglected medical issues they have put off the last year. How can your hospital take advantage of this upheaval in patient behavior and lure new and returning patients back into their facilities for both necessary and elective procedures? How can they assure customers proper precautions are being taken to guarantee their safety? How have marketing shifts happened during COVID that marketers need to take into account? Our expert speakers discuss these issues on our Hospital Marketing Virtual Forum on Wednesday, March 31.
1:30 pm Eastern

Welcome Remarks

1:35 pm Eastern

Returning to Medical Facilities Under COVID-19 – A Behavioral Science Approach

People behave according to who they are, not according to what conditions they have. Personality and worldview are the keys to understanding, predicting and influencing healthcare behavior. This presentation is based in primary research conducted using behavioral science tools.



Peter Simpson
Vice President, Segmedica Inc.

2:05 pm Eastern

Beyond the Pandemic: Strategies for Effective Healthcare Marketing

COVID-19 is not the first global pandemic to challenge healthcare professionals. Still, unlike other pandemics and recessions, the shutdown and social distancing policies caused an equally fast drop in revenue from elective procedures while patients deferred routine care.

Where do we go from here?

In her session, Lisa Barone (CMO, Smith & Jones) will provide actionable recommendations for

• Aligning growth strategies with changing consumer behavior
• Balancing COVID communications with service line marketing
• Adopting new ways to connect patients with healthcare information



Lisa Barone
Chief Marketing Officer, Smith & Jones

2:35 pm Eastern

COVID-19 Lessons: Leveraging Clinical Expertise to Drive Business Growth

COVID-19 forced marketing and communications departments to pivot quickly and realign strategies to shifting business priorities. Many health organizations saw significant dips in patient volumes as people hunkered down and avoided exposure. But thousands caught the virus causing organizations to develop protocols to deal with a slew of correlated and lingering symptoms they’d never seen. Today health organizations continue to recover from the pandemic and are building programs that specifically address the onslaught of health needs for this segment of the population.

Learn how to put a spotlight on your clinical expertise to engage post-COVID patients and drive business growth.



Craig Fairfield
Managing Director, Wax Custom Communications

Mike Fox
Chief Clinical Officer

Wendy Ross
Vice President, Marketing

3:05 pm Eastern

The New Consumerism: How to Win Patients Hearts and Minds during the Pandemic

An integrated digital marketing strategy that includes paid search, display and social media advertising, email marketing, and retargeting strategies will ensure you’re targeting the right consumers and encouraging them to engage with your healthcare organization.



Jane Crosby
Vice President of Strategy and Business Development, True North Custom