Build Brand Awareness with Service Line Marketing

Learn how service line marketing has evolved into the most tangible aspect of your brand story and organization’s business plan. We share a system for prioritizing service line brand building and marketing investments. You'll also hear case studies from two leading regional health systems that reveal the framework and criteria used to determine “brandability” of clinical service lines and marketing investment priorities.

Learning objectives

During this Webcast, you and your colleagues will:

• Understand how brands are evolving in service line marketing
• Hear successful case studies that illustrate how the creation of relevant, defensible brand positions for core clinical programs improved market performance
• Learn new strategies for driving growth through service line branding and enhancement
• Listen to a roundtable discussion of trends in service line marketing and brand strategy

PROGRAM AGENDA

1. Branding and service line synergy
   1. The relationship between brand and service lines
   2. History and evolution of service lines
   3. How service lines support your organization’s mission and strategy
2. Case studies: Using service lines to create a new image and build a brand
   1. Transforming a community hospital
      1. Using a matrix approach to select lead service lines
      2. Employing multiple service line tiers
      3. Leveraging joint ventures to ensure success
   2. Building a healthcare organization’s brand
      1. Understanding and measuring brand equity
      2. Determining the best product lines to promote the brand
      3. Identifying opportunities to position the brand for growth
3. Marketing service lines: Trends, strategies, and best practices
   1. Engage and communicate with service line managers
   2. Use service lines to shift image and perception
   3. Avoid marketing the “flavor of the month”
   4. Develop and implement brand strategy
   5. Align your brand with your organization’s business and operating models
   6. Align the brand with the organization’s clinical culture
4. Q&A session

FEATURED SPEAKERS

Karen Corrigan, CEO and founding partner of The Strategy Group (TSG), a management consulting company specializing in competitive strategy in the health industry. Prior to the founding of TSG, Ms. Corrigan was the vice president of system development for Sentara Healthcare in Norfolk, VA, and previously held positions with Riverside Health System and Valley Health in Virginia. Today, her clients include health systems, hospitals, physician organizations, health plans, and other businesses in the health industry.

Courtney Doyle, Marketing Manager at Sentara Healthcare, a community not-for-profit health partner in Norfolk, VA. In her role, Ms. Doyle researches, writes and implements several strategic marketing plans for signature product lines including cardiac, vascular, transplant, thoracic, neurosciences, and nurse recruitment. Additionally, she manages the Sentara graphic standards and the use of the Sentara logo.

Rob Rosenberg, President and creative strategy director, Springboard Brand & Creative Strategy, Ltd. Mr. Rosenberg has worked with more than 200 healthcare organizations throughout his career in marketing and advertising. He is a frequent contributor to healthcare marketing conferences and publications as a speaker and author.

Barbara Taylor, Chief marketing officer, Owensboro Medical Health System in Western Kentucky and Southern Indiana. Ms. Taylor is a 10-year healthcare marketing and public relations professional. She oversees the daily operations of marketing as well as the integration of agency and in-house creative resources. Barbara is a contributor to healthcare marketing articles as well as a speaker at national conferences on patient satisfaction and hospital marketing.

WHO SHOULD ATTEND?

This program will benefit healthcare and marketing professionals seeking to strengthen brand awareness of service lines for their organizations. Specific titles may include:

• VPs and directors of marketing
• Marketing and advertising professionals
• Service line directors
• Brand managers
• Marketing consultants
• C-suite executives in hospitals or health systems

Program Materials and System Requirements

Please note that to fully benefit from the Webcast experience, you will need a computer equipped with an Internet connection, sound card, and one of the following browsers: Netscape Navigator 4.7 or Internet Explorer version 5 or higher.