WEBCAST ON CD OR ON-DEMAND
presented on August 6, 2007
Sponsored by the
HealthLeaders Media Marketing Awards
Next spring, the federal government will make public the results of the first Hospital Consumer Assessment of Healthcare Providers and Systems (HCAHPS) survey. HCAHPS results will give the everyday consumer access to patient satisfaction data, allowing them compare hospitals and decide—based on others’ opinions—where to seek care. This survey isn’t mandatory, but it has been tied to the amount of federal reimbursement hospitals receive, making it very likely that your hospital already is—or will be—participating.
Having these scores available to the public can be a dream come true for marketers whose hospitals fare well. But for those whose scores are less than stellar, the HCAHPS survey may pose a potential PR nightmare, especially with the growing importance of viral marketing in healthcare.
Is your reputation ready for the public eye?
Listen to HealthLeaders Media for a 90-minute Webcast to learn how to use HCAHPS scores to your hospital's advantage. Three expert speakers share some quality metrics regarding the HCAHPS and show you how to:
- Smartly and tactfully use positive scores to your advantage
- Counteract poor scores and keep your reputation and brand intact
- Position your facility before your competitors do it for you
PROGRAM AGENDA
- HCAHPS and quality in healthcare
- The role of HCAHPS in healthcare
- Understand what the questions are and why they are being asked
- How the HCAHPS survey will be administered
- How survey results will be posted
- How survey results lead to better patient outcomes
- Consumer motivation and the role of brand, reputation, and trust building
- What drives consumers healthcare decisions
- How to use marketing tactics to help you deliver the message and tie to your brand
- How consumers assess quality
- What to do with your results
- Importance of the results to your organization
- How to get ready: Developing a communication plan
- How to reach potential consumers
- How to use positive results
- Addressing negative results
- What to do if your healthcare system has a combination of positive and negative results
- Is there a correlation between the HCAHPS results and your outside (Press Ganey) quality scores?
- Q&A session
Learning Objectives
At the end of the program, you and your colleagues will be able to:
- Understand the HCAHPS survey
- Promote your HCAHPS results effectively
- Increase your consumer market share
- Avoid negative press and public relations
FEATURED SPEAKERS
Margaret Shiver, system vice president of marketing and communications, OhioHealth. In this position since 2005, Ms. Shiver provides leadership for strategic positioning, communications, and marketing for OhioHealth, Riverside Methodist Hospital, Grant Medical Center, Doctors Hospital, Grady Memorial Hospital, Dublin Methodist Hospital, and all other OhioHealth business units. Prior to joining OhioHealth, Ms. Shiver was senior director of corporate communications and marketing for four years at Tenet Healthcare Corporation in Dallas, where she managed marketing and communications functions for 69 acute care hospitals. Her previous experience includes five years as vice president of sales and marketing for Specialty Hospital Group, a 24-hospital system of long-term, acute care facilities throughout the central and mid-western states. In addition, Ms. Shiver has more than 20 years of experience in healthcare marketing, communications, public relations, and physician relations.
David A. Shore, PhD, founding director of Forces of Change program and the Trust Initiative, Harvard University, School of Public Health. Dr. Shore serves as associate dean and executive director of the Center for Continuing Professional Education. He teaches the popular Harvard graduate courses "Strategic Marketing: Gaining Competitive Advantage Through Positioning, Branding, and Building Trust" and "Forces of Change: Market Dynamics and Strategies for a Shifting Healthcare Marketplace." He frequently delivers keynote addresses and workshops across many industries, and has consulted on six continents. Dr. Shore chaired the first, second, and third national Executive Conferences on Branding, Positioning, and Competitive Strategies for the Health Care Industries.
Zani Weber, coach, Studer Group. Ms. Weber has worked in the healthcare field for more than 25 years. Before joining Studer Group in October 2001, she worked in acute care facilities, first as a ward clerk at Peninsula Hospital, where she fell in love with healthcare. She is very proud to currently coach this hospital, now called Mills-Peninsula Health Services, in her role with the Studer Group. Her previous position was at General Hospital, Eureka, CA, where she served as director of community relations and marketing and was additionally responsible for the community wellness programs, volunteer services, and patient satisfaction.
WHO SHOULD LISTEN?
Any healthcare professional concerned with the effects of HCAHPS scoring on their organization's reputation. Some appropriate titles include:
- Marketing directors, VPs, and professionals
- C-suite executives
- Marketing consultants
- Patient safety professionals
NEW PARTICIPATION OPTION- WEBCAST ON-DEMAND
In addition to the regular participation options for HCPro webcasts- live, CD or combination packages- we are pleased to offer a new option, webcast on-demand. When you purchase a webcast on-demand you will be able to view the program any where and any time by logging into your account on healthleadersmedia.com.
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.
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