HCIC Logo 2019

Connect with Amazing People
in Healthcare and Digital Marketing

November 4-6, 2019
Orlando, FL



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Monday, November 4, 2019
7:00AM - 5:30PM

07:00 AM - 05:30 PM

Registration Open

8:30AM - 11:30AM
Pre-Conference Workshops

08:30 AM - 11:30 AM

Beyond Websites: Developing an Evolved Digital Strategy with KPIs that Matter

Amy Comeau, Emory Healthcare; Amy Ridall Campbell, Select Medical; Jorge Cordova and Kara Rozek, SPM; Linda Watts, MedTouch

08:30 AM - 09:30 AM

Creating a Content Strategy for Re-Use: In Voice, Chatbots, HRAs and More

Kim Humby, Northwell; Scott Schuster, Northwestern; Abhi Sharma, Loyal; Facilitated by: Ahava Leibtag, Aha Media

08:30 AM - 11:30 AM

Mergers, Acquisitions and Consolidation: A How-To Guide for the Digital Transition

Ellie Martin and Joel Maust, Henry Ford; Simon Yohe, AdventHealth; Stacey Torjak Febbraro, Phase2

08:30 AM - 11:30 AM

Solving the Greying Healthcare Crisis with Digital Solutions

Daniel Ansel, Active Daily Living; Daniel Fell, Corner Street Strategies; ​Linda MacCracken, Accenture

11:45AM - 1:00PM

11:45 AM - 01:00 PM

New Attendee Reception - Meet and Greet

All first-time attendees to HCIC are welcome!

1:15PM - 1:30PM

01:15 PM - 01:30 PM

Opening Remarks and Welcome

1:30PM - 1:45PM

01:30 PM - 01:45 PM

John A. Eudes Vision & Excellence Award Presentation

Join us to honor the 2019 recipient of the John A. Eudes Award for Vision & Excellence

General Session
1:45PM - 3:00PM

01:45 PM - 03:00 PM

How Reputations Are Made and Protected In Healthcare

A Fireside Chat featuring John Bennett, Sutter Health, Amanda Henson, Kindred Healthcare and facilitated by Jason Grier, Reputation.com

3:00PM - 3:15PM

03:00 PM - 03:15 PM

Intra-Session Break in the Foyer

Sponsored by: Centretek

3:15PM - 4:15PM
Digital Strategic
Planning

03:15 PM - 04:15 PM

Connecting the Dots: The Marketing Roadmap

Fredrick Anderson and Selima Khan, Memorial Healthcare System

Consumer
Engagement

03:15 PM - 04:15 PM

See Around the Right Corners: Turning Untapped Consumer Demand into New Growth Opportunities

Katie Logan, Piedmont; Cynthia Perazzo; AVIA

Tools & Advanced
Technologies

03:15 PM - 04:15 PM

Leverage Machine Learning and Chatbots to Better Guide Patients and Avoid Missed Opportunities

Paige Entwisle and Brandon Shelling, Ochsner Health System

Digital Marketing &
Advertising

03:15 PM - 04:15 PM

Keeping a Small Hospital Relevant in the Digital Age

Christine Gallery,Emerson Hospital; ​Chad Campbell, SilverTech

Social Media &
Mobile

03:15 PM - 04:15 PM

Centralizing Social Care and Creating Consistency Across Your Organization

Rachael Jones and ​Don Jump, Sharp HealthCare

Data Management,
CRM & Analytics

03:15 PM - 04:15 PM

Better Business Through Data Science

Brian Vargo, Beaumont; ​Tim Schaden, Breadcrumb Insights

Content,Design &
Usability

03:15 PM - 04:15 PM

Your Website is Not Your Digital Front Door: How to Prepare for Discoverability in a Voice-First Landscape

Courtney Cox Wakefield, Children's Health; ​Carrie Liken, Yext

HCIC Sprints
3:15PM-3:40PM

03:15 PM - 03:40 PM

“Hey Alexa, Hospitals Near Me”: Managing Locations as Part of Your Digital Front Door Strategy

Justin Willett, MU Health Care; Glen Doss, Centretek

HCIC Sprints
3:45PM-4:10PM

03:45 PM - 04:10 PM

Daring to Put Data at Decision Points

Drew Diskin, Virtua Health; Melinda McDonald, Greystone.Net

4:15PM - 4:30PM

04:15 PM - 04:30 PM

Intra-Session Break in the Foyer

Sponsored by: Centretek

4:30PM - 5:30PM
Digital Strategic
Planning

04:30 PM - 05:30 PM

Prescription for a Healthy Brand in the Digital Age that Even Your CFO Will Get Behind

Rebecca Pizzo and Alison Pondo, Tampa General

Consumer
Engagement

04:30 PM - 05:30 PM

Best Practices of the Modern Healthcare Marketer ... Google-Style

David A. Feinberg, Mt. Sinai; Brian Cusack, Google

Tools & Advanced
Technologies

04:30 PM - 05:30 PM

Engaging Patients as Consumers Through Emerging Technologies

Ashley Stanko,Dayton Children's Hospital; Dan Fronczak, Healthy Roster

Digital Marketing &
Advertising

04:30 PM - 05:30 PM

Delivering on the Promise of an Empowered Digital Experience

Jeremy Rogers, IU Health; Brian Gresh, Loyal

Social Media &
Mobile

04:30 PM - 05:30 PM

Empowering Nursing Staff to Use Social Media

Lee Aase and Audrey Laine Seymour, Mayo Clinic

Data Management,
CRM & Analytics

04:30 PM - 05:30 PM

Disrupt Your Data, Not Your Customers: A Panel Discussion on Moving Beyond CRM

David Raab, CDP Institute; Rupen Patel, Healthgrades; Facilitated by: Christopher Catallo, Healthgrades

Content,Design &
Usability

04:30 PM - 05:30 PM

Back-End Content Strategy: Structured Approaches to Scalable Content

Christopher Boyer, UM/Fairview; Susan Iovenitti, TBG

HCIC Sprints
4:30PM-4:55PM

04:30 PM - 04:55 PM

How to Ensure Your Organization Isn't Caught Off Guard Due to ADA Compliance Issues

Stacey Nelson, Parkview Health; Keir Bradshaw, MERGE Atlanta

HCIC Sprints
5:00PM-5:25PM

05:00 PM - 05:25 PM

Patient-First Experiences Must Be Inclusivity-First

Katie Sullivan, Spaulding Rehabilitation; Katie Templin, Hero Digital

5:30PM - 7:15PM

05:30 PM - 07:15 PM

Opening Reception in the Exhibit Hall

Join us Monday evening for the opening reception with appetizers, cocktails and networking with colleagues, sponsors and exhibitors.


Tuesday, November 5, 2019
7:00AM - 5:30PM

07:00 AM - 05:30 PM

Registration Open

7:30AM - 8:00AM

07:30 AM - 08:00 AM

Welcome and Induction of the 2019 Class of the Healthcare Internet Hall of Fame

Join us at 7:30am for the start of Day 2 of HCIC, with the induction of the Class of 2019 of the Healthcare Internet Hall of Fame.

8:00AM - 9:15AM
General Session

08:00 AM - 09:15 AM

Creating Digital Empathy: The Synergy Between Technology, Innovation and Emotional Connection

Brian Fanzo, Pager-Wearing Millennial and Author

9:15AM - 10:15AM

09:15 AM - 10:15 AM

Break in the Exhibit Hall

10:15AM - 11:15AM
Digital Strategic
Planning

10:15 AM - 11:15 AM

Digital Transformation: Lessons Learned and the Challenges No One is Talking About

Daniel Ruyter, Orlando Health; ​Brandon Rozelle, Rightpoint

Consumer
Engagement
Tools & Advanced
Technologies

10:15 AM - 11:15 AM

Targeting, Tracking and Tailoring Telehealth to Drive Growth at NewYork-Presbyterian

Harry Sherman, NYP; ​Tim Ming, American Well; Kati Schultheis, Seiden Advertising

Digital Marketing &
Advertising

10:15 AM - 11:15 AM

Influencing App Adoption Through Content and Social Strategy

Margaret Shepard and Alicia Bartz, Mayo Clinic

Social Media &
Mobile

10:15 AM - 11:15 AM

Leveraging Twitter to Identify Physician Influencers and Drive Reputation and Rankings

James Sims, III, Northwestern Medicine

Data Management,
CRM & Analytics

10:15 AM - 11:15 AM

5 Campaigns in 90 Days: Your CRM Launch Blueprint

Judith Ward, Baystate Health; Tamara Cauton, LionShare Marketing

Content,Design &
Usability

10:15 AM - 11:15 AM

Integrate Data into Your Health Content Strategies

Heidi Gdovin and ​Amanda Todorovich, Cleveland Clinic

HCIC Sprints
10:15-10:40AM
HCIC Sprints
10:45-11:10AM

10:45 AM - 11:10 AM

Leveraging Your CMS to Do More Than Just Manage Content

Matthew Shine and Megan Yore, Spectrum Health-Lakeland; Sujal Raju, Enqbator


11:15AM - 11:30AM

11:15 AM - 11:30 AM

Intra-Session Break in the Foyer

Sponsored by: Centretek

11:30AM - 12:30PM
Digital Strategic
Planning

11:30 AM - 12:30 PM

Developing a Digital Content Strategy to Improve Patient and Provider Engagement

Kathy Wilets, University of Utah Health Care; Chrissy Daniels, Press Ganey

Consumer
Engagement

11:30 AM - 12:30 PM

Finding Your Why: How Leading Brands Unlock What Makes Them Unique

Patrick Curry, New York Proton Center; Dan Greenwald, White Rhino

Tools & Advanced
Technologies

11:30 AM - 12:30 PM

Achieving Enhanced Patient Access with 24/7 Connectivity

Nicholas Korchinski, CareMount Medical; Jason Kressel, MyHealthDirect

Digital Marketing &
Advertising

11:30 AM - 12:30 PM

Consumer Innovation in a Digital Age at Ochsner

Eric Fullmer, Ochsner Health System; Paul Griffiths, MedTouch

Social Media &
Mobile

11:30 AM - 12:30 PM

Taking Recruitment to the Next Level with Social Media

Bonnie Ward, CHI St. Vincent

Data Management,
CRM & Analytics

11:30 AM - 12:30 PM

Understand How the Right Data Can Transform Your Patient Experience

Karly Rowe, Experian Health

Content,Design &
Usability

11:30 AM - 12:30 PM

Optimizing Conversions Using Design Sprint Techniques: Why "Fail Fast" Strategies Work

Matt Schwabel, Duke Health; Matt Hummel, Red Privet

HCIC Sprints
11:30-11:55AM
HCIC Sprints
12:00-12:25AM

12:00 PM - 12:25 PM

Driving Service Line Growth Through Marketing Automation

Jennifer Stanley, HCA Nate Duoss, Healthgrades


12:30PM - 1:45PM

12:30 PM - 01:45 PM

Luncheon and Networking Roundtables

1:45PM - 2:45PM
Digital Strategic
Planning

01:45 PM - 02:45 PM

How Branding and Awareness Intersect with Direct Response During the Patient Journey to Drive ROI

Suzanne Piehl, City of Hope; Michael Andrews, WebMD and Medscape

Consumer
Engagement

01:45 PM - 02:45 PM

“I Do It All:" How a Single Content Marketer Drives Traffic to a Health System

Lucy Bordewick and Keri Mast, Blessing Health; Toni Donina, Baldwin Publishing

Tools & Advanced
Technologies

01:45 PM - 02:45 PM

Ideas Into Action: Developing an Omni-Channel Platform to Build and Manage the Voice Recognition Experience

Ara Telbelian, Henry Ford Health System; Dan Cobb, Daniel Brian Advertising

Digital Marketing &
Advertising

01:45 PM - 02:45 PM

With All the Millennial Hype, Don't Forget About the Baby Boomers

John Manrique, Kolter Homes; Gene Petersen, Frederick Swanston

Social Media &
Mobile

01:45 PM - 02:45 PM

Improve Outcomes, Reduce Costs and Identify At-Risk Patients via Digital Patient Engagement: A Research Study

Melanie Iannace, AtlantiCare Regional Medical Center Debra Zalvan, UbiCare

Data Management,
CRM & Analytics

01:45 PM - 02:45 PM

Marketing at the Pace of Change: Accelerate and Align as Your System Grows

Allyson Collins, NYU Langone; ​Danielle Leitch, MoreVisibility

Content,Design &
Usability

01:45 PM - 02:45 PM

Pre-Redesign Strategy Delivers Post-Launch Success for Cape Cod Healthcare

Patrick Kane, Cape Cod Healthcare; Ben Dillon, Geonetric

HCIC Sprints
1:45-2:10PM

01:45 PM - 02:10 PM

Where Do Your Physicians Get Their Information Online?

David Reim, DMD

HCIC Sprints
2:15-2:40AM

02:15 PM - 02:40 PM

Project Best Life: A Case Study in Reaching Millennials

Natasha Allard, Roswell Park Comprehensive Cancer Center

2:45PM - 3:30PM

02:45 PM - 03:30 PM

Break in the Exhibit Hall

3:30PM - 4:30PM
Digital Strategic
Planning

03:30 PM - 04:30 PM

Understanding What Matters to Patients: The Key to Personalized Medicine

Michael Bennick, MD, Yale New Haven Health; Gregory Makoul, PatientWisdom

Consumer
Engagement

03:30 PM - 04:30 PM

Driving the Complete Human Relationship with Patients

Gina Morris, Google

Tools & Advanced
Technologies

03:30 PM - 04:30 PM

From Wayfinding to Storytelling: Taking Control of the Google Business Profile

Lisa Williams, Oregon Health & Science University; Jackie Schluth, Seer Interactive

Digital Marketing &
Advertising

03:30 PM - 04:30 PM

The Magic is in the Mix: How to Target a Telehealth Audience

Randy Parker, MDLIVE; Bill Wax, Wax Custom Communications

Social Media &
Mobile

03:30 PM - 04:30 PM

Secrets of a Hospital Video Gone Viral: Insider Tips for Getting Your Message to Millions

Lindsay Kurs, Seattle Children's; Kim Griffis, Healthcare Video Edge

Data Management,
CRM & Analytics

03:30 PM - 04:30 PM

Using Data Analytics to Inform and Optimize Your Website Redesign

Travis Waters, Vanderbilt University Medical Center; Christopher Riegger, Modea

Content,Design &
Usability

03:30 PM - 04:30 PM

Building Stakeholder Buy-In for Content Strategy

Amy-Sarah Marshall and Brandy Sweeney, UVA Health System

HCIC Sprints
3:30-3:55PM

03:30 PM - 03:55 PM

Roadmap to Digital Transformation: Pre-Planning to Success

Kimberly Slattery, Tower Health; Luke Wertz, Palantir.net

HCIC Sprints
4:00-4:25PM

04:00 PM - 04:25 PM

Creating a Healthier Brand Experience by Optimizing Digital Access to Care

Deborah Fullerton, AMITA Health; Jordan Pisarcik, DocASAP

4:45PM - 6:15PM

04:45 PM - 06:15 PM

Tuesday Reception in the Exhibit Hall

Stop by the Exhibit Hall for the Tuesday evening reception to have drinks, appetizers and great conversation with your colleagues before heading out for a night of fun.


Wednesday, November 6, 2019
7:00AM - 2:00PM

07:00 AM - 02:00 PM

Registration Open

8:00AM - 9:15AM
General Session

08:00 AM - 09:15 AM

Fingertips to Footsteps: Marketing in the Age of Assistance

Larry Bailin, Best-Selling Digital Marketing Author

9:15AM - 10:15AM

09:15 AM - 10:15 AM

Closing Exhibit Hall Break

10:15AM - 11:15AM
Digital Strategic
Planning

10:15 AM - 11:15 AM

Applying Retail Norms to Accelerate Digital Transformation

Stephanie Boccarossa, Arkansas Children's Health System; ​Carla Bryant, Corrigan Consulting

Consumer
Engagement

10:15 AM - 11:15 AM

Loyalty 2.0

Tom Arndt, Bellin Health; Brian Wynne, NRC Health

Tools & Advanced
Technologies

10:15 AM - 11:15 AM

Let's Talk Taxonomy Panel: Tips To Help Optimize Your Digital User Experience

Neal Linkon, CHW; Jackie Martin, Branch Strategy; Mike Walsh, Nationwide Children's; Aaron Watkins, Johns Hopkins Medicine; Facilitated by: Rachelle Montano; Purple Wave Group

Digital Marketing &
Advertising

10:15 AM - 11:15 AM

Centralizing Creative, Showcasing Brand Guidelines and Managing Marketing Projects

Katie Jimenez, Baptist Health; David Porter, IntelligenceBank

Social Media &
Mobile

10:15 AM - 11:15 AM

Allocating Large-Scale Video Solutions with Small-Scale Resources

Stephen Hrobak, Cleveland Clinic

Data Management,
CRM & Analytics

10:15 AM - 11:15 AM

Creating the Right Marketing Playbook: Scaling Campaigns to Multiple Markets

Sarah Sanders, Nemours Children's; Dan Lavelle, Evariant

Content,Design &
Usability

10:15 AM - 11:15 AM

What's Up, Doc? Engaging Physician Feedback for Site Improvements

Dina Nikitaides and Paul Semper, Northwestern Medicine

HCIC Sprints
10:15-10:40AM

10:15 AM - 10:40 AM

The Case for Podcasting in Healthcare

Jared Johnson, Podcast.Healthcare Network

HCIC Sprints
10:45-11:10AM

10:45 AM - 11:10 AM

The RWJBarnabas Health Digital Journey

Evelyn Meneghin, RWJBarnabas Health; Brian Q. Davis, Scorpion Healthcare

11:15AM - 11:30AM

11:15 AM - 11:30 AM

Intra-Session Break in the Foyer

Sponsored by: Centretek


11:30AM - 12:30PM
Digital Strategic
Planning

11:30 AM - 12:30 PM

Growing a Next Gen Community Health System via Brand and Digital Experience Reinvention

Amy Derjue , South Shore Health; Michael Stutman, Primacy

Consumer
Engagement

11:30 AM - 12:30 PM

How Thinking Smaller in Digital Channels Yields Bigger Growth

Sharon Line Clary, AdventHealth; Jason Brown, BPD; Tyler Ford, Optum

Tools & Advanced
Technologies

11:30 AM - 12:30 PM

Leveraging Biometrics for Patient Enrollment and Engagement

Amanda Duvernay, Identity; Mike Mangi, Phase2

Digital Marketing &
Advertising

11:30 AM - 12:30 PM

People Just Don't Care About Your Brand

Jeffrey Stewart, VITAS Healthcare

Social Media &
Mobile

11:30 AM - 12:30 PM

Does Your Content Spark Joy? The Powerful Magic of Tidying Up Your Social Strategy

Brooke Hess and Emily Stiebier, Henry Ford Health System

Data Management,
CRM & Analytics

11:30 AM - 12:30 PM

Utilizing Healthcare Data Analytics, Visualization Tools and Propensity Models to Personalize Patient-Provider Relationships

Charlotte Wilson, Wexner Medical Center; Bill Balderaz, Futurety

Content,Design &
Usability

11:30 AM - 12:30 PM

Using Technology to Improve the Patient Journey

Hank Capps, MD and Stephanie Landry, Novant Health

HCIC Sprints
11:30-11:55AM

11:30 AM - 11:55 AM

Cyber Defensive Tactics for Healthcare Technology

Brian Albert, Middlesex Hospital; Richard Wilford, Primacy

HCIC Sprints
12:00-12:25PM

12:00 PM - 12:25 PM

Personalization and Privacy in Healthcare

Mara Low, The Berndt Group

12:30PM - 1:45PM

12:30 PM - 01:45 PM

Luncheon & 2019 eHealthcare Leadership Awards

Jane Weber Brubaker, Award Chair; Ben Dillon, Geonetric; Susan Emerson, Private Health News

1:45PM

01:45 PM - 12:53 PM

Conference Adjourns!

See you next year in Los Angeles, CA!


An Educational Event Presented by Greystone.Net
2951 Flowers Road South, Suite 230 • Atlanta, GA 30341

In addition to hosting the annual Healthcare Internet Conference, Greystone.Net helps healthcare organizations develop web strategies and digital properties that drive growth. Our suite of services includes digital consulting and planning services aimed to improve web performance; gSight, an online survey tool that captures the voice of the digital customer, user experiences and brand opinions; and a host of professional development opportunities that provide best practices and case studies from peers and colleagues in the industry.
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