Boost Service Line Marketing Through Innovative Community Outreach

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Boost Service Line Marketing Through Innovative Community Outreach

Product Code: YK052313

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Presented on:  Thursday, May 23, 2013 1:00-2:30pm ET

Presented by: Stephen D. Petty and Sally Malech, MPH, RD

Are you getting the most out of your community outreach programs? Join marketing experts from renowned health systems INTEGRIS Health and Barnabas Healthto learn to identify the strengths of your organization and develop a strategic marketing plan that promotes strong service lines to new and existing patients.

Register and learn about new ideas that engage and connect with individuals in your community to enhance your return from outreach events.  Participate in an interactive Q&A following the presentations.

You’ll learn how to:

  • Identify opportunities to increase the value of new and existing community partnerships
  • Show your leadership effective community outreach programs beyond health fairs
  • Determine new target markets with existing services

Program agenda

We will have 60 minutes of presentation followed by 30 minutes of Q&A.

  • Identifying an underserved target audience: Men
    • Getting Leadership On Board
      • Physicians & CEOs as champions
  • Establishing men’s health program: Integris Men’s Health University
    • Goals
      • Awareness
      • Reach
      • Education
  • Identifying Opportunities to Reach Men as a Target Audience
    • Community Outreach
    • Radio Stations with a sports format
    • Car Shows
    • Churches
  • Delivering Serious Health Messages Without Scare Tactics or Intimidation
    • “Pancakes and Prostates”
    • Doctor going on air with deejays
    • Physician Lectures
    • “Man card” Program
    • Grilling competitions
  • Reinforcing Men’s Health Message
    • Tracking number screened, number referred
    • Increasing top of mind awareness (or other marketing metric: reach, impressions, etc.)
    • Postcards and print ads
    • Involving media specific to specific men’s groups: Hispanic & African American males
  • Demystifying Robotic Surgery
    • Identify Opportunities to Reach The Paying Patient
      • Affluent nearby shopping center, the Mall at Short Hills
        • Store mix
        • Shopper profile
  • Evolution of Traditional Mall Partnership
    • Santa display
      • Increasing reach during peak shopping times
    • Traditional Booth
      • Ask the Expert
  • Bringing Consumer Driven Products to Mall
      • daVinci Robotic Display
        • Setup & Staffing
        • Results
          • Referrals increased
          • Shoppers & Stores Pleased
      • Joint Replacement Surgery
      • High-risk OB
        • 4D imaging
      • Plastic Surgery
        • Ultrasound therapy
    • Picking Display Days
  • Impact on Service Lines Highlighted in Mall

Meet the speakers

Stephen D. Petty has been in the healthcare field for the past 25 years working in a numbers of areas including, public relations, marketing, physician relations, and business development. For the past 18 years, he has been with INTEGRIS Health, Oklahoma's largest health system, serving as the Corporate Director of Community Wellness & Diversity. In this role, he oversees the health system’s community benefit activities, including community outreach through free clinics, senior health and wellness, community education, Hispanic outreach, mentoring in public schools, childhood obesity programs, diabetes, cancer and Alzheimer support groups, and community health and education events. Steve developed Oklahoma’s first established men’s program with the INTEGRIS Men’s Health University in 2004, in response to the negative health issues affecting men in the state.

Sally Malech, MPH, RD, is the Director of Marketing and Public Relations at Saint Barnabas Medical Center, a Barnabas Health facility and New Jersey’s largest integrated health system. Barnabas Health includes six acute-care facilities, is the second largest private employer in the state with 19,600 employees, and provides treatment to more than 2 million patients a year. Malech holds a Master's degree in Public Health from Yale School of Medicine, Department of Epidemiology and Public Health, and is also a Registered Dietitian. She has extensive experience in creating and implementing media programs, financial management and strategic planning, and advertising and brand equity.

Speakers subject to change

Who is attending?

Marketing directors, vice presidents of marketing, communications managers,  CFOs, COOs, healthcare marketers, chief marketing officers, public relations directors, director of communications

System requirements

To fully benefit from the webcast experience, you will need a computer equipped with a broadband Internet connection, a sound card, and speakers or headphones. You will also need Macromedia Flash Version 8.0 or greater and an Internet browser (e.g., Internet Explorer); additionally, we recommend a screen resolution of 1024 x 768. The use of AOL or wireless Internet connections is not recommended.

Please Note:

Participation in the webcast is just $279 per site. All materials must be retrieved from the Internet. Live orders are assessed a $5 processing fee. CD and combo orders are charged $18 for shipping and handling.

Confirmation of your successful registration – including instructions on how to access the webcast on the day of the presentation – will be sent to you via an email. If you don't receive such an email, please first check your spam box.  Should you have additional questions regarding the registration process, please contact us at 800-650-6787 or e-mail customerservice@hcpro.com.