Population Health + CRM: A Winning Formula for Behavior Change

October 11, 2017

[Webinar on Demand]

A Strategic Health Care Marketing webinar for health care marketers, communicators, and strategists.

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Sponsored by ndp
This event is free for members of Strategic Health Care Marketing to view thanks to our event sponsor.

Your Presenters:

Susan Dubuque, James Colvin, Katie Mardigian
Duration: 60 Minutes

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In today’s health care environment, the only thing we can really count on is CHANGE, and one of the most potentially transformative changes is the reorientation from delivering acute care to managing the health of populations.

One essential element of any population health effort is changing behaviors, and who is better qualified to inform, educate and persuade people to modify their behavior than a health care marketing professional?

But as health care marketers, it is imperative that our roles evolve. Our focus needs to expand beyond market development and promotion to include a leadership role at the population health table. Understanding behavior change—and how technology helps to facilitate it—is key.

Watch this webinar and gain an understanding of behavior change theory and see how you can practically deploy a population health strategy through customer relationship management (CRM) campaigns.

You’ll learn:

  • How to apply the “Stages of Change” model of behavior change to your health care marketing
  • How the model can be put into practical use through CRM
  • How to effectively measure the outcomes of behavior change campaigns
  • The leadership role marketing can play in a health care organization’s population health efforts

Plus, you’ll hear a case study about how VCU Health used CRM, working with ndp on creative, and with Evariant as their CRM provider partner, to identify people with an existing medical diagnosis, and engage them in behavior change to prevent further medical deterioration.

Your Presenters

Susan Dubuque, principal and co-founder, ndpSusan Dubuque
Principal and Co-founder

Susan Dubuque is a principal and co-founder of ndp, a marketing and advertising firm that specializes in health care and service industries. She is also an adjunct professor at Virginia Commonwealth University in the School of Health Administration.

Prior to founding ndp, Susan was the director of public relations for Mary Immaculate Hospital in Newport News, Virginia, and CEO of the Puller Vocational Center in Gloucester, Virginia.

A nationally recognized speaker, Susan has published more than 100 articles on health care and service marketing, and has assisted more than 200 hospitals and health care organizations with marketing and branding initiatives.

Combining her educational background in psychology with years of marketing experience has ideally suited Susan to embrace and apply behavior change theory as part of her marketing toolkit.

Author of A Parent’s Survival Guide to Childhood Depression and Kid Power Tactics for Dealing with Depression, Susan launched a national campaign to increase public awareness of childhood depression.

She received the Award for Individual Professional Excellence from the Society for Healthcare Strategy and Market Development (AHA), and was named Women of the Year by the Richmond YWCA for her public service.

james-colvinJames Colvin
Marketing Analytics Lead

James leads Marketing Analytics efforts at ndp, providing clients with clear and actionable reporting and strategic guidance based on marketing performance. He has a strong background in both digital and traditional marketing measurement, as well as extensive experience in marketing research. Over his 10-year career, James has developed the key ability to visual and communicate complex data in a way that is simple and insightful to any audience. His experience includes reporting and optimizing marketing campaigns across a variety of industries such as healthcare, food service, CPG, and financial services.

Katie Mardigian, transplant outreach coordinator for the Hume-Lee Transplant Center at Virginia Commonwealth UniversityKatie Mardigian
Transplant Outreach Coordinator
Hume-Lee Transplant Center, VCU Health

Katie Mardigian is a transplant outreach coordinator for the Hume-Lee Transplant Center at Virginia Commonwealth University in Richmond, VA. In this role she acts as a liaison between the transplant center and its various stakeholders: patients with liver, renal or pancreatic disease, community physicians, transplantation and organ donation industry partners, and the broader community, ensuring all parties have an understanding of and access to the programs and experts at Hume-Lee.

Katie also functions as a strategic facilitator between key sponsors to more effectively build partnerships among groups with naturally disparate needs and strengths. Her background in health care marketing and keen interest in organ donation and transplantation make her uniquely qualified to develop and execute campaigns that promote awareness of evidence-based health care information that (1) improves the quality of life for the community and (2) aligns with program strategic goals and initiatives.

Katie has employed her experience in organizational communications, relationship management, marketing, content development and brand storytelling to large and small-scale projects for federal, health care and private sector clients for almost 20 years.