SHSMD - 2008 Annual Conference and Exhibits
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A Fresh Outlook on Marketing to Today's Female Audience
Program Code:
T22
Date:
Thursday, September 18, 2008
Time:
3:45 PM to 5:15 PM
EST
SPEAKER
(S):
Lisa McCluskey, Director, Marketing Communications,
Martin Memorial Health Systems, Stuart, FL
Lisa McCluskey is vice president of marketing and communications at Memorial Health Care System in Chattanooga, TN. Prior to her recent promotion, Lisa was director of marketing and communications for Martin Memorial Health Systems, the largest health system on Florida’s Treasure Coast. She oversaw a team of marketing and public relations specialists, graphic designers, and marketing reps that build the system’s brand while growing share of market. Her strategic tiered approach to physician marketing aligned physician practice building with corporate goals resulting in more than 30 percent overall increases in charges. An effective communicator, Lisa has received the international Award of Excellence in the Communicator Awards competition for Martin’s community magazine, “For Your Health. She also led her team to recognition by Aster, Apex, the Service Industry Awards, Florida Public Relations Society and AdFed for her campaigns. Lisa has a Masters in Business Administration from Nova Southeastern University, Ft. Lauderdale, FL, and a Bachelor of Arts from Marycrest International University, Iowa.
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Liliana Rodriguez is the account supervisor at Franklin Street Marketing in Richmond, VA, a full-service marketing agency that specializes in healthcare marketing and Building Healthy Brands for its clients. Liliana provides planning expertise to all of Franklin Street’s healthcare clients. She has extensive experience in developing integrated, strategic marketing initiatives targeted to women and baby boomers and has experience in all advertising and branding media, such as web development, television production, documentaries, radio, print, and outdoor. She also oversees the agency’s customer relationship management product line. Before Franklin Street, Liliana lived in New York City and worked on marketing and advertising efforts for both Columbia Business School and the American Museum of Natural History. Liliana has been a guest lecturer at Virginia Commonwealth University’s Undergraduate Healthcare Marketing and PR class, as well as received recognition for marketing campaigns from Aster, Addy and Virginia’s Society for Healthcare Marketing and Public Relations. She is a graduate from Boston College, Carroll School of Management.
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Description
The new face of marketing to women rejects stereotypes and identifies what she really wants, needs, and demands from her healthcare brand. Female consumers today have strong loyalty to their favorite brands—yet this loyalty often excludes healthcare brands. It doesn't have to be this way. By speaking to women openly, honestly, and directly, and by creating a design experience that mirrors her favorite retailers, health systems can build meaningful relationships with today's women that translate into patient experiences. Take home actionable tools to take your female-targeted brands to the next level.