Strategic Marketing: Winning the Battle for Markets and Share

  • May 15, 2018
  • 6:00PM- 9:00PM
  • Mount Sinai- 421 W 113th St NY, NY 10025

HLNY and the Southern California ACHE chapter (HCE) have collaborated to bring you the “State of Healthcare—Exploring Ideas & Connecting the Chapters”, an exciting new education series featuring dialogues on the regional differences in healthcare. How does it work? Attend a local event with our regional health care executives and interact in real-time with veteran healthcare leader from another state through video conferencing. Seasoned executives, multiple perspectives, two states, one location – and receive Face-to-Face credits. Can’t be there in-person? – get Qualified Credits by watching the event on your computer via the wrap-around webinar.

1.5 Face-to-Face credits will be offered at this event

In today’s competitive healthcare marketplace, a strategy for offering your products and services in a way that will outdistance your competitors is critical. However, in concert with defining the marketing strategy you must also have a well defined methodology for implementation that contains a relevant and consistent message. Further, it is of little value to have a strategy and a message without the resources or the expertise to implement them.

In the process of creating a marketing strategy you must consider many factors including, but not limited to, the Four P’s of Marketing: Product, Place, Price and Promotion. A well-conceived marketing plan that is in concert with your strategic plan and the time and resources to put it in motion are the necessary elements to increase market share and support financial success. Of those many factors, some are more important than others. Because each strategy must address some unique considerations, it is not reasonable to identify ‘every’ important factor at a generic level. However, many are common to all marketing strategies. Some of the more critical are described below.

You begin the creation of your strategy by deciding what the overall objective of your enterprise should be. In general this falls into one of four categories:

If the market is very attractive but your enterprise is one of the weaker ones in the industry you must concentrate on strengthening the enterprise, using your offering as a stepping stone toward this objective.

 

Agenda:

6:00pm-7:00pm : Registration/Networking

7:00pm-7:30pm: Introduction/Opening Remarks

7:30pm-9:00pm: Panel Discussion

 

Moderator:

Elizabeth Sellman, MPA

Senior Vice President and Chief Operating Officer

Mount Sinai Beth Israel Hospital

Elizabeth Sellman is currently part of the Mount Sinai Health System in NYC as Senior Vice President and Chief Operating Officer at Mount Sinai’s downtown hospital, Mount Sinai Beth Israel Hospital (MSBI). In addition to oversight of support services at MSBI, one of her primary roles has been leading the local effort for facility transformation at MSBI.  As the hospital prepares for a transition to a smaller facility 2 blocks away, Elizabeth has been a key leader in hospital consolidations, program shifts to other health system hospitals and planning for the new hospital. Partnering with clinical, labor and quality leadership, she is leader for the operational aspects to an enormously complicated transformation.

Prior to her 4 years at Mount Sinai, Elizabeth spent 17 years in progressive leadership positions at Northwell Health. She led clinical departments, service lines for the health system and managed hospital operation teams during this time and was responsible for growing many successful programs.

 

Panelists #1:

John Englehart

Chief Marketing Officer

HSS │Hospital for Special Surgery

Prior to joining HSS as Chief Marketing Officer in 2014, John’s career spanned more than 30 years of brand development and innovation as a corporate executive and entrepreneur. He managed multinational client services and offices for each of the world’s three largest marketing services organizations – Interpublic, Omnicom and WPP – and co-founded three companies. He was based overseas for 15 years, in Hong Kong, Bangkok, Singapore and London, and his clients have included American Express, Bank of America, Consolidated Edison (ConEd), Ford, International Paper, Johnson & Johnson, M&M/Mars, The New York Times, Pepsico, Reebok, Time Warner Cable and Unilever.

Panelists #2: 

Brent Stackhouse

Vice President

Mount Sinai Ventures

Brent Stackhouse is the Vice President of Mount Sinai Ventures, the venture investment arm of the Mount Sinai Health System in New York City.  His responsibilities include diversifying the portfolio of strategic investments to enhance Mount Sinai’s transition to population health management, and he represents Mount Sinai on the board of several portfolio companies. He is experienced in public health and health information technology, and serves on Mount Sinai’s telehealth and ambulatory strategy committees, the Mount Sinai Health Partners board of managers, and the Junto Collaborative for health innovation.

Prior to joining Mount Sinai, Brent was the Executive Director of Strategy at the Primary Care Information Project at the New York City Department of Health and Mental Hygiene.  In this role, Brent oversaw the strategy and operations for the bureau responsible for expanding the adoption of electronic health records and the use of health information technology for care coordination and quality improvement across New York City.  He was responsible for developing and managing programs for key stakeholders including Accountable Care Organizations, health systems, insurance companies, as well as State and Federal partners.

Prior to his career in health care, Brent worked in investment banking and commercial real estate finance. He has a Bachelor in Science from the Walsh School of Foreign Service at Georgetown University.

Directions:

Please find the event entrance between Amsterdam Ave and Morningside Drive on West 113th St.

The address is 421 W 113th St. The registration table will be located upon the building’s entrance.