CHPRMS 53rd Annual Conference - DO NOT USE

Check in at our Registration Booth next to the elevators on the Mezzanine Level, and then head over to the Carolina Ballroom for breakfast before our Keynote Session.

Healthcare marketers are increasingly accountable for trust, growth, and retention-yet they rarely control the full
experience that actually creates them. Patients don't experience brands through campaigns alone; they experience access delays, unclear next steps, fragmented communication, and inconsistent handoffs across teams.So what can marketers realistically influence?


This session explores how healthcare organizations can build trust in a fragmented environment by focusing on the moments that matter most-how patients enter the system, understand their journey, and decide whether to stay. Drawing on perspectives from oncology marketing, digital platforms, and service line strategy, panelists will examine
where trust breaks and what it takes to rebuild it through clearer expectations, faster access, and more coordinated
experiences.


Using NASCAR and other high-engagement industries as a point of contrast-not a blueprint-the discussion will highlight what translates to healthcare and where the comparison breaks down.Attendees will leave with a practical,
four-part playbook they can apply immediately:

• Map one patient journey to identify friction, confusion, and drop-off points
• Shift messaging from "what we do" to "what happens next" to build clarity and confidence
• Measure friction (e.g.,referral leakage, call abandonment, time to appointment), not just campaign performancePartner with operational leaders to fix one high-impact barrier to access or coordinationThis session is designed for healthcare marketers and leaders looking to move beyond campaigns and take a more active role in shaping the experiences that drive trust, retention, and growth.

Enjoy water, coffee and a snack with sponsors

As healthcare organizations continue serving increasingly diverse communities, communication has become one of the
most critical factors influencing patient trust, engagement, access, and overall experience. This session explores how
healthcare organizations can move beyond basic translation services and create culturally intelligent communication
strategies that strengthen human connection, improve patient understanding, and foster trust within multicultural
communities. Drawing from firsthand experience working as a bilingual interpreter supporting injured workers during
workers' compensation medical appointments, physical therapy sessions, and perioperative communications before and
after surgical procedures, Roxana Massie shares practical insights into the emotional and communication barriers many
bilingual patients experience throughout the healthcare journey. In addition to her healthcare interpretation background,
Roxana brings expertise in integrated communication strategies through radio, digital media, AI-enhanced audience
engagement, multicultural outreach, and community-centered communication initiatives. Attendees will learn how
healthcare organizations can: improve multicultural patient engagement,strengthen community trust,enhance bilingual
communication efforts,and create more human-centered healthcare experiences through integrated communication
approaches.

Patients and families in diverse communities are posting about their care in real time, often revealing expectations and
concerns not captured in surveys or scores. Learn how digital ethnography helps Roper St. Francis use cultural insight and
community listening to build trust, understand emerging themes, and apply insights to brand strategy, service planning,
and experience improvement.
LEARNING OBJECTIVES
- Learn how listening to the lived experiences of your community can help hone strategy2)
- Understand how digital ethnography can be applied to uncover gaps, inform decision-making3) Find out how digital
ethnography strengthens patient acquisition and retention

Healthcare organizations across the country are facing a workforce crisis-staff shortages, burnout, and increasing difficulty
recruiting and retaining qualified team members. While many solutions continue to focus on compensation, staffing models,
and short-term fixes, these approaches alone are not solving the problem.The more important question is not just why
organizations can't find people - but why people are not choosing to stay.This session challenges the traditional narrative
around workforce shortages and offers a different perspective: healthcare organizations don't just have a staffing
problem-they have a culture problem.Today's healthcare workforce is making decisions based not only on pay and
workload, but on how they feel at work. Do they feel supported? Valued? Connected to purpose? When those elements are
missing, organizations struggle with disengagement, burnout, and turnover-regardless of other incentives.Audrey Cassell
and Dan Dunlop will explore how culture has become a defining factor in recruitment and retention, and how organizations
that intentionally build and live their culture gain a significant competitive advantage. Drawing from real-world experience
at Mountain Valley, they will share how a culture centered on purpose, service, and human connection can strengthen
engagement, improve retention, and enhance organizational reputation.The session will also examine the connection
between culture and brand. In today's environment, prospective employees are evaluating organizations based on both
their internal culture and external reputation. When those are aligned, organizations attract mission-driven talent and build
stronger, more stable teams. When they are not, trust erodes and workforce challenges persist.Attendees will leave with a
clear understanding that workforce challenges are not just operational-they are cultural-and with practical strategies to
build an environment where people choose to join, choose to stay, and are able to do their best work.

Even the best-intentioned healthcare marketers fall into traps that undermine trust, confuse audiences, and stall results.
Blending agency perspective and client-side truth, Christian Barnett unpacks the "seven deadly sins" of healthcare
marketing and challenges attendees to reimagine what effective, human-centered marketing looks like in a post-truth,
high-pressure landscape. Expect uncomfortable truths, actionable strategies, and a call to move from performance to
purpose.

Enjoy water, coffee and a snack with sponsors

Redesigning a hospital website is a serious undertaking. Rethinking a hospital system's online strategy from the ground up is something different entirely.That's exactly what Lexington Health did, simultaneously evolving its brand while creating a wholly new suite of people-centered, results-oriented, next generation sites. What changed? Everything. Join us on a whirlwind tour, from initial idea and research through launch. We'll show you how we did it, what we learned, how we overcame obstacles, and most important, how we've prepared for the future.Whether you're planning change or in the
middle of it, you'll come away with practical insights and a dash of inspiration.

This session is designed to cover the many ways that AEO provides a strategic opportunity across PR, SEO, web, paid media
and social by shifting your goal from channel-specific performance to building overall brand authority, visibility and trust in
the places AI and audiences currently discover answers.Connected by Purpose is a wonderful theme for this work to fall
within because AEO is the search tool that ties together all forms of communications - strengthening authority signals,
refreshing key pages, aligning your PR themes and owned content, tightening technical SEO and making content easier for
AI systems to understand and cite.

The term "search engine optimization'' was coined in 1997, when Google was registered. And while Google is still king, it's no longer enough for digital content marketers to focus on SEO alone. ChatGPT is growing at a pace faster than Google and is on track to match Google in just four years. Do you know how to optimize for GEO and AEO? (And do you know what those terms mean?) We'll show you how to give your pages a makeover so they'll show up in platforms like ChatGPT.

In this session, Cory Robertson will explore the profound impact of storytelling in the healthcare sector. At the heart of
effective content strategy is the timeless truth that people care about people, and compelling stories resonate deeply on an
emotional level. Cory will delve into the art of capturing authentic human experiences, emphasizing that personalized
storytelling can transform the way healthcare messages are received.

Dinner is on your own tonight, so take advantage of Charleston's renowned culinary scene and explore the city's incredible restaurants. Be sure to join us back at the hotel for our hospitality suite, which will open at 9 p.m. for a night of networking and relaxation.