Join the marketing executives, CMOs and marketing thought leaders to learn the best practices and strategies that will propel the industry forward in this time of transformative change.


This event is for healthcare marketers seeking solutions for their most pressing marketing challenges and will learn from those who have proven track records of marketing achievements.



2021 Agenda

All times are listed in CT | Agenda subject to change

Download program guide.

9:00 AM - 9:05 AM

Opening Comments from the Publisher      

Fawn Lopez, Publisher, Modern Healthcare and Vice President, Crain Communications Inc.


9:05 AM - 9:30AM

Opening Keynote: How Walgreens is Flexing its Digital Muscle for Broader Convenience

Patrick McLean, Senior Vice President and Chief Marketing Officer, Walgreens

The pandemic forced Walgreens to rethink its e-commerce and marketing strategy. Covid-19 has been a “wake-up” call as the brand quickly moved to mobilize its social media and digital teams to inform and educate consumers. This session will focus on how Walgreen’s retail network is adapting to new consumer expectations by investing in omni-channel and digital solutions to realize their mission of broader convenience.

9:30 AM - 10:30 AM

Rebrand, Redesign and Reimagine Your Hospital’s Digital Experience

Moderator: Andrea Joyner, Director of Product Strategy, Geonetric


Mary Barker, Chief Communication Officer, Montage Health

Montage Health is dedicated to keeping the community of Monterey County, Calif., healthy. Although the organization changed its name in 2016 to represent its “montage” of services, it has been serving the community for nine decades. The organization’s flagship hospital, Community Hospital, became synonymous with the entire system, even as it grew. Learn how Montage Health re-affirmed its presence in the community after its name change and reimagined its digital presence by consolidating multiple websites, putting users first, and bringing the new brand to life on the web.


Join this session to learn how to:

  • Assess gaps in user experiences on your website to identify opportunities to improve

  • Apply user behavior data to chart a course for a redesign, especially for organizations that have grown through acquisition or undergone a rebrand

  • Use proven tactics for pitching ideas to internal stakeholders and securing buy-in for changing the digital experience

  • Take user research and use it to create system-focused information architecture, robust location strategy, as well as user-focused design and content

10:30 AM - 11:30 AM

How Multi-location Businesses Can Increase Reviews and Improve Star Ratings

Megan McGown, Chief Development Officer, Great Plains Health

Bryan Oram, AVP of Strategic Healthcare, Podium

Reviews are the new word of mouth. Consumers in every industry seek out patient testimonials and reviews as they research products, services, and new practices. Do your reviews reflect a typical patient experience with your brand? If not, it’s time to optimize your review request program. With more reviews, you can boost your average star rating, increase your chances of showing up in online search results, and find the patients that are looking for you.


Join us as we delve into the specifics of a review request program that works, tips to increase review counts, and why reviews are so critical for online search results. In this session, you’ll learn:

  • How to optimize your review request program (or get started!)

  • Best practices on how to ask for reviews

  • Tips to increase your average star rating (hint: it all starts with a great patient experience!)

Click here to download information from Podium.

11:30 AM - 12:30 PM

New Healthcare Marketing Solutions for a Post-Pandemic World

Moderator: Steve Eck, Senior Content Strategist, Modern Healthcare


Skip Hidlay, Chief Communications & Marketing Officer, The Ohio State University, Wexner Medical Center

Johnny Smith Jr., Vice President of Marketing Services, Encompass Health

As healthcare moves into a new phase, new challenges will arise. Hospitals and healthcare systems are facing an increase in competition, facing shortages in the workforce and must adapt to new ways of communicating with patients. This session will identify the marketing trends and new healthcare models to drive change in how consumer decisions are made. This session will also address marketing strategies, tactics, and innovations to help hospitals and health systems create stronger brands, more engaging content, innovative strategies and better outcomes.

12:30 PM - 1:00 PM

Closing Keynote: How COVID-19 Changed Zoom

Heidi West, Head of Healthcare, Zoom

For Zoom, 2020 was a year of awareness, growth and change - including in the healthcare space. It was a year of validation for the then nine-year-old tech company, and a year of adapting to the constantly changing requirements across the globe. This presentation will take a quick look back at 2020, what lessons were learned and what to expect in the future.


Key takeaways include:

  • Zoom’s pre-pandemic healthcare business and how it changed

  • Factors that helped Zoom in healthcare thrive during the pandemic

  • Dealing with a huge uptake in customer and end user volume

  • Patient engagement with telehealth and collaboration across the healthcare ecosystem

  • Focusing on convenience and flexibility, with or without reimbursement

  • Zoom’s mission to “deliver happiness” with a true unified communications strategy

  • Looking ahead to the future at Zoom

1:00 PM - 1:05 PM

Closing Comments from the Publisher      

Fawn Lopez, Publisher, Modern Healthcare and Vice President, Crain Communications Inc.


Become a Sponsor

From sitting on a panel to session sponsorship, we have a package that is right for your organization.


As a sponsor, you receive exposure in all marketing and promotions and have the opportunity to exhibit thought leadership to an engaged audience of healthcare leaders.