Xpectives.Health: Virtual Forum

Hospital Marketing Forum

June 30, 2021 | 1:30 pm Eastern

Wednesday, June 30th

As a preview of our in-person 2021 Hospital Marketing National Conference taking place in Boston on October 13th Xpectives.Health is putting on the Virtual Hospital Marketing Forum on June 30th. Comprised of presentations from the 2020 Hospital Marketing Event (offered free for the first time)!

This webinar (as well as the Hospital Marketing National Conference) features presentations from key thought-leaders in the marketing field from leading advertising agencies, media companies, PR firms, and health care providers. This event discusses best practices in marketing your hospital, how to best choose your media mix, developing excellent campaigns, and highlighting your key healthcare practice areas. Great case studies, creative campaign planning discussions, and thought-leader forums will help you enhance your creative and get more ROI for your advertising dollar.

The Hospital Marketing National Conference focuses entirely on marketing execution, by providing concrete examples and case studies of best-in-class marketing. Nearly all of our case studies feature award-winning campaigns and are designed to provide actionable insight that you can immediately apply to make strong marketing and advertising campaigns. All presentations show great creative, and not only explain what took place in the campaign, but what insight was gleaned and how you, as a marketer, can utilize it in your own campaigns.
1:30 pm Eastern

Welcome Remarks

1:35 pm Eastern

Healthcare Marketing In the “Real Time” Age

In the age of the Amazon experience, customer expectations for individualized and timely experiences are at an all-time high. Learn how one health system is using an enterprise-wide CRM to rise to the occasion at all touch points, including their pandemic response. See how they design and power real-time campaign strategies, what data made their essential integrations list and the powerful impact deploying the right message at the right time has had on results.



Chelsea Lockhart
Marketing Manager – CRM & Marketing Strategy,
Ochsner Health

Stacy Martinez
Marketing Director,
Ochsner Health

2:05 pm Eastern

Effective Strategies for Engaging Physicians to Elevate Population Health

Marketing leaders at Vanderbilt University Medical Center are at the forefront of physician engagement strategies designed to enhance clinical outcomes. By taking what has traditionally been a consumer marketing approach to content and technology, VUMC is able to collect, compare and share data with all members of the care team — including physicians, practice managers and other practitioners to advance population health initiatives and support the quality measures process. These strategies are creating a culture of collaboration among marketing and clinical leadership and having a tremendous impact on quality, cost and utilization.



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

Mallory Yoder
Manager, Business-to-Business Marketing & Communications,
Vanderbilt University Medical Center

Megan Pruce
VP, Strategic Marketing,
Vanderbilt University Medical Center

2:35 pm Eastern

Understanding Your Audiences, Inside and Out

As Frederick Regional Health System underwent a name change and rebranding effort, it was important that the new brand represented all of their audiences, inside and outside of the organization. As an incredibly diverse community hospital in a Washington, D.C. suburb, the organization developed and launched a new brand that truly represented their workforce and their community. From an internal video that featured employees defining the brand, to :15 commercials produced in Spanish and in sign language to reach their large Hispanic and deaf communities. Frederick Health has set themselves up for a future that is simply better.



Kelsey Shupe
Marketing Director,
Frederick Health

Maria Stearns
Healthcare Director,
ABC Creative

3:05 pm Eastern

What’s Love Got to do With It? Everything!

Love. It’s not a word typically associated with health care marketing. Yet, when it was time to rebrand ChristianaCare, the largest health system in Delaware, it was the only word that seemed to fit. It’s a reflection of their core values – serving their community with love and excellence – and their deeply-held belief that health care should be a partnership in which each party feels loved. In an industry dominated by promises of compassion, quality, and innovation, ChristianaCare has dedicated itself to delivering something much more powerful. This is the story of the rebirth of a brand that’s based on love.



Karen Browne
VP, Marketing & Communications,

Craig Fairfield
Managing Director,
Wax Custom Communications