SHSMD - 2008 Annual Conference and Exhibits
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More than a Doorstop: Turning Consumer Research into More Effective Marketing
Program Code:
F20
Date:
Friday, September 19, 2008
Time:
1:45 PM to 3:15 PM
EST
SPEAKER
(S):
Allan Acton, Senior Consultant,
Healthstream Research, Laurel, MD
Allan Acton has more than 20 years experience in a wide variety of management positions in health care. Before joining HealthStream Research (then, The Jackson Organization), he was Vice President of Marketing and Sales for an 1,100-bed hospital system. Previously, he organized and directed marketing and research projects as Vice President of Marketing, Planning and Business Development for a multi-hospital system, including the development of physician relations and customer satisfaction initiatives. He has consulted with physician groups and hospitals reviewing and negotiating managed care contracts, and helped develop primary care and multispecialty group practices. In addition to his extensive experience in health service administration and market research, Allan holds a Master of Science degree from Johns Hopkins University and an MBA from Loyola College in Baltimore.
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Patti Bridge, Account Director,
Laughlin/Constable, Chicago, IL
Patti Bridge is the Director of the Healthcare Practice at Laughlin/Constable, an advertising agency with a 30-year history of building local, regional and national brands in healthcare, packaged goods, financial services, foodservice and more. Bridge has personally directed the development of award-winning campaigns for numerous healthcare organizations including Delnor Hospital, St. Francis Hospital and Health Center Blue Island, Beaufort Memorial Hospital, Memorial Medical Center, University of Illinois Medical Center and Weiss Community Hospital, as well as leading brands in the entertainment (WGN Television), sports (Chicago Cubs), alcoholic beverage (Corona Beer) and niche brand (Chupa Chup Lollipops) arenas. Her broad experience, which also includes public relations, promotions and events, has helped her seamlessly integrate every client’s marketing efforts. She earned a degree in English from Illinois State University, and is active in community service.
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Brian Griffin, Director of Marketing and Public Relations,
Delnor Hospital, Geneva, IL
Brian Griffin is the Director of Marketing and Public Relations at Delnor Hospital in Geneva, Illinois – a national leader in care delivery, service excellence and patient, employee and physician satisfaction. Griffin and his team develop and execute marketing and public relations plans and programs for both the hospital and health system – which includes a Health and Wellness Center, Senior Living communities, Cancer Resource Center and medical office buildings. They also spearhead strategic marketing planning, marketing communications and publication development, public relations, issues management, employee and corporate communications, and internal and community events. He holds a Bachelor’s Degree in Radio and Television News from Southern Illinois University, and is active in his church and community.
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Description
Is your most recent quantitative research report sitting in a corner gathering dust or propping open your office door? Have you struggled with turning research insights into marketing action? If so, you're not alone. Research can be a dynamic, organic tool. Learn how one community hospital embraces research results not just once a year, but uses and references it regularly to identify opportunities, correct their course, protect against threats, and elevate their communications efforts