CHPRMS 53rd Annual Conference - DO NOT USE

Join us for breakfast and a brief update on CHPRMS, our incoming board, and what's next for the organization

What happens when community engagement is treated not as outreach, but as infrastructure?In this keynote, Austen
Williams, MPA, shares a multi-state case study on transforming health and social care technology from a passive directory
into an active care ecosystem. Drawing on more than a decade of cross-sector leadership and community-based
implementation, she explores how values shape systems, how trust shapes adaptation, and how intentional alignment
reduces friction across fragmented landscapes.Through the story of activating The Medi Community Resource Center
across states and sectors, this session examines "the thing behind the thing": the relational and structural conditions that
determine whether tools are merely accessed or fully integrated into community life.Designed for leaders committed to
impact, this keynote reframes community engagement as coordinated design. When dignity is centered, relational capital
is leveraged, and partners align around shared ownership, ecosystems strengthen, and sustainable outcomes
follow.Attendees will leave with a practical framework for determining whether community engagement in their
organizations is assumed or intentionally designed, and how to embed alignment into everyday operations.

Enjoy water, coffee and a snack with sponsors

In 2015, Graystone Eye established its nonprofit, Graystone Eye Missions, as a physician-funded initiative to support
outreach and international mission work. In 2025, the organization returned to Bolivia for its first mission trip since
COVID-19-and what followed sparked something far greater than anticipated.

The impact of that trip, shared through authentic storytelling and digital engagement, ignited a renewed sense of purpose across both the community and within the organization. Online engagement surged, internal excitement grew, and what began as a mission effort quickly evolved into a powerful platform for connection, awareness, and growth.

Leading up to its inaugural Gala & Auction on April 17, Graystone Eye Missions raised over $50,000 in its first year of intentional community awareness-covering costs that previously funded an entire mission trip, including travel, lodging, and team expenses.This session explores how healthcare organizations can harness the power of mission-driven storytelling, employee engagement, and community connection to "unleash" their nonprofit initiatives. By aligning purpose with strategy, organizations can expand their reach, strengthen their brand, and create meaningful, lasting impact both inside and outside their walls.

Healthcare is full of AI pilots-but few ever scale to deliver real, sustained impact. This session challenges the cycle of
endless experimentation and explores what it actually takes to move from pilot to enterprise value.

Through real-world examples-including AI-driven voice, automation, and digital access strategies-this session will show how one health system moved beyond isolated pilots to achieve measurable improvements in patient access, operational efficiency, and experience. Attendees will gain practical insights into aligning stakeholders, building the right operational foundation, and creating the governance needed to scale what works.Designed for healthcare marketing and communications leaders, this session highlights how to shift from supporting pilots to driving strategies that deliver meaningful, system-wide results.

As health systems compete for attention and appointments, they often focus exclusively on consumers and overlook
physician marketing. But while persuading a consumer to choose you may lead to only one appointment, changing one
physician's referral pattern can lead to a long-term pipeline of new patients. WellSpan Health used this insight to launch an innovative content marketing program that's aimed at physicians and is generating a steady stream of new referrals. This session will use WellSpan's program to explain the value of physician marketing, when it might be right for you, and how to design and launch scalable physician marketing of your own.

You've invested in research. Crafted compelling messaging. Launched beautiful campaigns. And then... patients arrive and experience something entirely different from what you promised.This is the brand activation gap-and it's costing you
credibility, loyalty, and market share.Brand activation isn't just about getting your message out there. It's about ensuring
every patient touchpoint delivers on that message and builds trust. It's about aligning your operations, your people, and
your culture with the promises your marketing makes.

In this thought-provoking session, you'll learn how to bridge the gap between what you advertise and what your patients actually experience. You'll gain a practical framework for activating your brand internally before going external, monitoring delivery in real-time, and measuring whether your experience matches your promises.This session is for marketers and demonstrates how to integrate in cross-functional teams because brand activation fails when it lives in a silo.

Enjoy water, coffee and a snack with sponsors

Spend your first 30-minutes in one of three round table discussions regarding Content and Social Media, then spend your next 30 minutes in another. This is a great way to network and share experiences with your peers. Round table topics include: 1. Creating Kicka$$ Content with Andy Lyons (Roper St. Francis Healthcare), 2. Overcoming the SME Challenge with Kirsten Lecky (WG Content), and 3. Clarity is King with Shelley Heinrichs (Aha Media Group).

Kick off an evening of fun and celebration in hotel lobby. Drinks and light hors d'oeuvres will be served.

Don your cocktail attire and join us in celebrating the best healthcare marketing and communications campaigns in the Carolinas.

Join us in the Gold Ballroom to celebrate your awards with our musical guests The Yacht Club