Marketing — Course Description
Monday, March 30, 2009
9:00 am – 9:45 am
GENERAL SESSION
Moving From USPs to ESPs: Emotional Marketing Strategies for Capturing Lifetime Value
Jeanette McMurtry, MBA, APR
The concept of the unique selling proposition (USP) is often still the foundation of most marketing programs. To increase customer value, generate new business, and attract profitable prospects, businesses in all fields need to move away from USPs to ESPs or Emotional Selling Propositions. Learn how consumers make decisions and how to tap into emotional triggers. Find out how to create an Emotional Selling Proposition (ESP) that draws customers to your product, creates passion, and increases lifetime value. See how some of America’s most trusted brands used ESPs to boost response by 163% from just one campaign, increased sales by 74% for another, and outperformed a control by 8 times.
10:15 am – 11:15 am
GENERAL SESSION
Metrics and Dashboards for Marketing Success
Cass Schaedig
Learn how a practice with a significant emphasis on accountability in its marketing program, guides and directs its business development efforts through a comprehensive program of measurement of the achievement of outlined goals and quotas. Review how a practice utilizes a full range of internal data to develop metrics, dashboards, and other accountability tools designed to effectively manage the staff and resources.
11:15 am – 12:15 pm
GENERAL SESSION
RBMA Quest Award People’s Choice Judging
Here is your chance to view RBMA 2009 Quest Award entries and cast your vote for the marketing entry that stands out in your mind.
1:15 pm – 2:15 pm
CONCURRENT SESSIONS
The Absolute for Success in the Imaging Center Market: Referring Physician Remote Access
Debra J. Jennings and Lisa Botbyl
Succeeding as a new imaging center in today’s highly competitive and largely managed care environment can be challenging. In order to survive imaging centers must have a differentiator from competitors. Learn how one new imaging center, San Diego Imaging (SDI), created unparalleled service to referring physicians and their patients by returning hassle-free results through the ability to order exams, exam results and viewing of the images by remote access. Find out the procedures and support systems established that attributed to the success of this center. Hear about the challenges conquered to attain this lofty goal.
To Blog, or Not to Blog? What’s Relevant in Today’s Imaging Industry?
Gail Schwartz
Having a website used to be remarkable. Not anymore! So what about e-marketing can make you remarkable? We’ll explore electronic media from your customers’ perspective to determine its viability for building and strengthening relationships.
Multicultural Marketing from an International vs. a Domestic Perspective:
Identifying Characteristics vs. Understanding Processes, Contexts, and Cues
Jamie Noriega, PhD
This presentation will highlight and explain the important differences between serving a multicultural marketplace and serving a multicultural consumer. Professor Noriega will also review the relevant literature on cultural frame switching as well as the results of his recently published research and the practical applications it suggests with regards to marketing to multicultural consumers.
2:45 pm – 3:45 pm
GENERAL SESSION
Maintaining and Growing Your Referral Base in a Competitive Environment
Brendon Buckley
Today's healthcare environment has become increasingly competitive. Patients have more options today for their medical services. As a result, physician practices must work more intelligently to provide the highest return for minimal marketing investment. Learn how to identify and grow a physician referral base, understand the needs of doctors referring patients, create more effective marketing campaigns, and ultimately, understand the connection between marketing, financial and patient care systems.
4:00 pm – 5:30 pm
GENERAL SESSION
Your Patients Don't Love You as Much as You Think: New Approaches to Patient Satisfaction Measurement That Are Good for Business
Patricia Riskind, MBA, Susan Lucas Collins, and Scott Cummins, RDMS, RVT, BS, CRA
With Pay for Performance on the rise, finding a cost effective, efficient way to collect and utilize patient experience information is a priority. Patient satisfaction data has often been collected by imaging centers in an ad hoc, fragmented fashion. Forward thinking providers have surveyed their patients and realized how patient feedback serves to validate and promote their center. This session will allow participants to recognize the need for capturing patient feedback in a timely fashion and identify key drivers that influence imaging patient satisfaction. Strategies for quality improvement, as well as marketing service excellence to patients and referring physicians will also be explored.
5:30 pm – 6:00 pm
Presentation of the 2009 RBMA Quest Awards
Find out who the winners of this year’s marketing contest, the RBMA Quest Awards, will be. The top three winners in each category will be presented with an award.
6:00 pm – 7:00 pm
Reception
Tuesday, March 31, 2009
8:30 am – 9:30 am
GENERAL SESSION
A Vision for Imaging’s Future
Brian Baker
The past five years have been volatile for medical imaging. Dramatic changes in technology, significant increases in utilization, reductions in reimbursement, and new regulations all contribute to a complex and challenging terrain. Find out what marketing strategies and tactics you can use in a proactive manner to overcome the obstacles. Hear what the state of the imaging business is today and how it will evolve in the next few years. Gain a more comprehensive view of the medical imaging market place from technology to radiologists’ challenges.
9:45 am – 11:15 am
CONCURRENT SESSIONS
Regulations Impacting Healthcare Marketing
Adrienne Dresevic, JD
Find out how the Federal Anti-Kickback Statute, the Federal Stark Law, IDTF regulations, HIPAA, and other healthcare regulations impact healthcare marketing.
Big Business Marketing for Small Business Budgets: A Hands-On Intensive Marketing Workshop
Jeanette McMurtry, MBA APR
As daunting as it seems for small businesses competing with large “Big Box” brands, it can be done simply and affordably. The secret is to know your customers inside and out by digging deeper than demographics to understand the emotions that drive purchasing decisions, consciously and unconsciously. Find out the techniques big brands such as Harley Davidson, American Express, Xerox, and others have used to build customer loyalty and capture lifetime value that any business can execute simply and affordably.
11:30 am – 12:30 pm
CONCURRENT SESSIONS
Don't Blink – Embracing the Lightning Fast World of Social Networks and New Media
Dean Browell, PhD
Corporate communications professionals worldwide recognize the Internet has forever changed how we manage communications strategies for our organizations. Learn how social and new media channels along with recent consumer, generational and business trends are continuing to shape how we use online communications tools and what healthcare needs to know about the opportunities and challenges they face in an increasingly digital world.
If You Want To Be Competitive in the Field...Hire a Sales Force...
Lauren Krebs
This presentation will provide the information needed when a Marketing Director is considering hiring sales representatives. It will outline the benefits of having additional members of the marketing department, where to find them, how to recruit them, how to justify the cost of hiring one and what exactly do they do once they are on board.
Don’t Believe Everything You Hear: Implementing Call Center Metrics that Tell You How You’re Really Doing
Susan Lucas Collins
Although it’s often considered part of “back office” operations, your call center is frequently the face of your practice to the world… and one of the best opportunities you have to differentiate your service delivery from that of your competitors. This session will focus on the key metrics that go beyond answering the question of “did we answer the call?” to understanding whether or not we met the needs of the caller. Service metrics will include basic (and essential) productivity and efficiency measurement as well as tools for improving customer service excellence in the call center setting.
1:30 pm – 2:30 pm
CONCURRENT SESSIONS
Design and Management of Marketing Incentive Programs
Deborah MacFarlane, MBA
While conventional wisdom says an employee's duty is to give their best effort at all times and their paycheck is due compensation for these efforts -- is it enough to drive procedure volume and increase revenues in a highly competitive marketplace? Incentive plans, employee rewards and recognition bonuses align individual staff member's personal goals with practice and imaging center business objectives, creating motivated employee teams focused on delivering excellent customer service and increasing referrals. Effective incentive marketing motivates people to achieve new levels of performance for reaching predetermined goals.
Achieving Efficient Practice Operations
Frank Marshall
A successful radiology practice means satisfied patients, radiologists and employees. Find out how you can improve and differentiate your organization or practice with operational changes that exceed the expectations of your patients, radiologists and staff. Case studies and exercises will outline ways to cooperatively and collaboratively bring the radiologists and the staff together and develop a mutually beneficial relationship, ultimately resulting in satisfied patients.
2:45 pm – 3:45 pm
CONCURRENT SESSIONS
Marketing ROI- Behind and Beyond the Numbers
Brenda Buekelman, MBA
This session will begin with a discussion of return on investment (ROI) and its definition in today's market. It will continue with an overview of the elements of building effective measurement, defining roles and responsibilities for results, and an open exchange with the audience focusing on what has worked or not worked for their organizations.
Great Minds Think Alike!
Jamie Tarr
Exchange marketing ideas, thoughts or concepts that have been successful. You don't need to reinvent the wheel for new ideas when there are already so many good ones out there. You just need to be able to tap into them as you will in this fun format to exchange ideas that have worked for you.
Enhancing Revenues with Alternative Referral Sources
Deborah MacFarlane, MBA
While orthopedic surgeons, neurologists and neurosurgeons have traditionally been "the big three" referral sources, imaging centers can successfully build volume and gain incremental revenues from marketing to non-traditional sources of referrals such as attorneys, workers comp case managers, brokers, dentists, podiatrist and chiropractors. Reaching these potential referral sources takes a specialized approach of education and alternative service offerings to ensure success and build repeat referrals. Discover specific strategies to reach and obtain referrals from these types of niche referral sources.
4:15 pm – 5:15 pm
GENERAL SESSION
What's the Buzz All About?
Jamie Tarr
What does it take to build a competitive edge in the marketplace today? Learn how to identify the goals to create some buzz about your business and how to take it back and implement it immediately! This program will get people talking about you and what you do. You will learn to 'out play, outwit, and out last' your competition. It's not about surviving, it’s about thriving!
