CHPRMS 53rd Annual Conference - DO NOT USE

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.

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.

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.