Are you looking for 2023 speaker information? Current MASHSMD members can access the presenter's slides by clicking here.  

2023 MASHSMD Conference Schedule  

Design for Everyone
Matt Caylor - Account Director - Martin Communications

Session Description
Diversity, equity, and inclusivity are fundamental tenets of modern healthcare marketing. It is essential to reflect the community that healthcare systems serve. A critical but often overlooked step is to apply DEI principles to design. During this session, attendees will be taught how to embrace graphic design and development principles to ensure they meet all potential customers where they live, work, and play.

Speaker Bio
Matt Caylor joined Martin Communications in 2022 after two decades spent working with local businesses, early-stage start-ups, and industry powerhouses to build their marketing strategies. Previously, he operated as an advertising liaison, digital marketing advisor, event organizer, media strategist, and digital trainer. Now, Matt brings those skills to help educate healthcare marketers.

Not Too Tiny to Matter: Making a Business Case for DEI Investment in Smaller Organizations
Stacy Haddock Hassel - Director of External Affairs - Delaware Health Information Network

Session Description
Building an inclusive and engaged team is a readily-agreed to goal, but it can be a challenge to get the necessary buy-in and budget to develop and execute Diversity Equity & Inclusion (DEI) initiatives. This presentation will highlight the challenges one organization faced and how those challenges have been mitigated in developing and launching a DEI program.

Speaker Bio
Stacey Haddock Hassel serves as Director of External Affairs for Delaware Health Information Network, overseeing marketing, advertising, legislative affairs and brand reputation. Prior to joining DHIN, Stacey owned a marketing communications consultancy and held marketing leadership positions at several hospitals and regional advertising agencies. She holds a BA in Communications, Law, Economics and Government (CLEG) from American University in Washington, DC and an MBA in Healthcare Administration from Wilmington University. Stacey volunteers with several organizations and currently serves as vice chair for Planned Parenthood of Delaware.

Panel Discussion: Hospital Events: Can they still work in the post-pandemic social media world?
Moderator: Jim Samuel 

Victoria Luttrell - Director, Strategic Communications, Public Relations & Marketing - Luminis Health
Mary Wascavage - Regional Director of Marketing and Communications - Trinity Health Mid-Atlantic

How Mature is Your Content Strategy?
Shannon Cummins - VP, Business Development - GLC

Session Description
Is your content delivering consistent results tied to your organizational strategy and objectives? Don’t know? A 5-point content maturity model can help you assess how effective and sophisticated your content program is, and how to move the needle toward success. Using mini case studies of healthcare organizations both large and small, we will walk through the four imperatives of increasing an organization’s content maturity level. We will also show how—by increasing your content maturity level—you can provide measurable results and gain the support and buy-in of leadership and your C-suite.

Speaker Bio
Shannon Cummins, Vice President, Business Development, has spent 30+ years working with hospitals, health systems, health plans and employers developing integrated content marketing and communications programs that meet their goals and objectives. Her strategic focus and expertise in cross-platform media solutions—such as digital, print, video, mobile and social—offer the healthcare industry a full spectrum of innovative business solutions customized to engage audiences and drive bottom-line growth. She works with clients to develop content strategies that are delivered at the right time, in the right medium, to the right people.

Doing more with less…Optimizing campaign efficiency using modeled audiences
Tim Duer - Director of Healthcare & Enterprise Insights - Causeway Solutions

Session Description
Health system marketing and strategy teams face increasing challenges as they are asked to “do more with less” – seeking to attract new patient volume growth despite shrinking budgets. Achieving these lofty goals requires that teams consider new approaches to maximizing marketing efficiency. Modeled analytics employ a scored database of a consumer/patient’s likelihood of taking an action or holding a belief, rather than focusing on known demographics only; ultimately developing advanced targeted audiences. Such analytics not only help with more predictive considerations but can be prescriptive as well; matching the right message for the right consumer.

Speaker Bio
Tim Duer leads the development of new healthcare solutions for Causeway, combining data science and analytic capabilities with the rapid demands of the new medical landscape. He is a licensed physical therapist and a certified strength and conditioning specialist. In 2003, Tim began his clinical work in a private practice with orthopedic care for patients of all ages, followed by a large multi-hospital health system; transitioning from clinical practice to manager and operational director of ambulatory practice. Tim is experienced in lean/continuous improvement and clinical-operational integration. He utilizes his balanced background of hands-on clinical care and business understanding to develop novel approaches to the rapidly evolving healthcare marketplace.

Panel Discussion: Fundraising for Nonprofits: Marketing to the philanthropic community
Moderator: Pauline Jankowski

Gina Lee - Associate Director of Development, The Riddle HealthCare Foundation - Main Line Health
Alice Rausch - Market Growth and Revenue Development Manager - Bayhealth Foundation
Christina Richter - Vice President of Development - Planned Parenthood of Northern, Central and Southern New Jersey, Inc.

Session Description

Our panelists will discuss key topics such as best practices for communicating your organization's mission, donor engagement, storytelling, and digital marketing; providing our attendees with actionable tips and techniques they can implement immediately. 

Disruptor Insights: What do consumers REALLY think about disruptors vs. traditional healthcare?
Laila Waggoner - VP, Healthcare Strategy - Core Health
Dean Browell - Chief Behavioral Officer -  Feedback

Session Description
Much has been written about the impact of disruptors on healthcare. From technology companies and startups to giant retailers, there are new “doors” to access primary care. What do consumers actually think about these options? Digital ethnography, along with a national research study of more than 1,000 consumers, reveals how people feel about their options and how they may be changing how they think about their (starting point for) care

Speaker Bios
Laila Waggoner is VP, Healthcare Strategy with Core Health, and has extensive background in healthcare marketing, spanning more than 30 years of experience with regional health systems, academic medical centers, managed care organizations and clinically integrated networks in markets across the country. She’s held leadership roles on both the client and agency side, providing unique insight into how health systems and hospitals can best leverage the strategic marketing, branding and creative communications resources of an agency partner. Core Health works with mid-market health systems and healthcare brands to overcome the biggest challenges healthcare marketers face. The specialized healthcare marketing practice team understands the healthcare consumer and how to reach them.

Dean Browell leads Feedback’s research as resident PhD with a passion for how generations interact online. His work can be seen across many industries including tourism, automotive, retail, healthcare, and education. He is a Board Member of the Society for Healthcare Strategy & Market Development (SHSMD), The Poe Museum, and the University of Richmond’s Institute on Philanthropy. A co-author of the book Don't You Forget About Gen X: One Generation's Crucial Role in Healthcare, Dean teaches Social Research and Digital Ethnography at Virginia Commonwealth University's School of Business and is a co-founder of the cultural education project Hidden In Plain Site.

Better Data, Better Bottom Line
Cathryn Connolley - President & COO - Doctivity Health
Jean Hitchcock - Advisory Board Member, Doctivity Health

Session Description
Hospitals and health systems are losing upwards of $175,000 per year, per “employed” physician due to insufficient productivity. Healthcare organizations must address business development, productivity ramp up and financial performance among new physician hires and under-performing employed physicians to return them to profitability. It is estimated that the resignation or retirement of a single specialist results in a loss of $1.2 million to $1.4 million a year, and it typically takes up to 18 to 30 months for newly hired physicians to reach budget performance goals. As a result, effective recruitment, ramp-up to profitability, strategic business development, operational optimization, and retention of physicians is paramount to yearly organizational financial goal achievement as well as success in a value-based reimbursement environment. The lack of the right business data in one platform and having that data strategically analyzed to be actionable in healthcare has always been a roadblock to success. The time organizations currently invest in pulling data, organizing the data, having it analyzed by internal resources who may not be experienced enough to meet the enormous needs leaves organizations with opportunities lost.

Speaker Bios
Cathryn Connolley, MHSA, is an award-winning and nationally-recognized healthcare strategic business advancement, operations improvement and physician referral acquisition innovator, executive and leader. Cathryn co-founded Doctivity Incorporated to expand and innovate Doctivity software, a revolutionary product providing healthcare organizations with actionable data analytics for performance improvement and business growth acceleration. She launched SystemCare Health in 2015, a consulting company that resulted in the generation of more than $60 million in new revenue for clients. From 2000 to 2014, Cathy held various leadership positions including Vice President of Marketing Strategy and Operations at Geisinger Health System in Pennsylvania.

Jean Hitchcock, APR, CFRE, is a visionary marketing, public relations, public affairs, communications, and physician relations leader presently serving as president of Hitchcock Marketing & Communications and vice president of marketing, communications, and physician relations at Phoenix Children’s Hospital. She is recognized nationally as an expert in developing and implementing brand management programs, marketing plans, physician engagement strategies, department and service line assessments, crisis communication plans, and marketing training for staff and physicians. Accredited by the Public Relations Society of America (PRSA), Ms. Hitchcock is a Certified Fundraising Executive and served on the board of directors of the Society for Healthcare Strategy & Market Development. She has held senior leadership executive roles for leading health systems, including corporate vice president public affairs and marketing at MedStar Health; corporate vice president at Scripps Health, corporate director of communications at OhioHealth, and corporate director of communications at Spectrum Health; and was a principal and vice president with Rynne Marketing Group, a strategic healthcare marketing firm in Evanston, IL. In addition, she has served as a consultant for various organizations including academic medical centers, multi-hospital systems, physician groups, and community hospitals in rural and urban settings.