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Program Agenda

1:00 - 3:00 p.m. EST

This Webconference reviews how to effectively use data from reliable sources to capture the public’s attention and drive media and mail campaigns to enhance your facility’s image and market position. Using actual reports and success stories, this session will address the effective use of demographic and census data drilled down to the block group level, for the development of direct mail, media plans, and fundraising campaigns guaranteed to increase the rate of return on your marketing dollars.

Mastering Health Care Marketing walks participants through the strategic planning process for adding or expanding a service, using various data sources to determine:

• the geographic areas with the most need for the service;
• the population to target; and
• the best and most cost-effective media approach to promote the service.

This webconference will provide the fundamentals needed to understand U.S. Census data, PRIZM New Evolution lifestyle clusters, and Simmons Market Research Bureau media data. Faculty will explain the PRIZM Lifestyle Segmentation methodology; discuss how and why to analyze the propensity of sub-segments to use specific service lines or exhibit certain behaviors; and describe ways for health care organizations to target communications to reach the most responsive users.

Who should attend

Professionals working in the following areas are appropriate for this:

• Strategic Planning
• Marketing
• Community Health
• Public Relations
• Grant Writing
• Fund Development

What you will learn

At the conclusion of this program, participants will:

• understand health care utilization patterns within the community served;
• implement population-based planning;
• maximize the benefit of direct mail campaigns;
• plan effective media campaigns to reach targeted populations; and
• identify areas of the community with the greatest health risk or best health status.

Faculty

Walter Koshykar, Vice President, Data Products, DataGen

W. Lawrence Thompson, IV, Vice President, Market Expert, DataGen

Registration Deadline/Cancellation

Registration Deadline is 11/12/2010. Cancellations less a 25% cancellation fee will be accepted until 11/5/2010. Cancellations after that time are not eligible for a refund. Substitutions are always encouraged even at the last minute.

Questions regarding registration can be directed to Joan Stewart, Registration Coordinator, at jstewart@hanys.org.

Continuing Credits

This program has been approved for 2 clock hours of non ACHE Category II continuing education credit.

Materials

Program materials, login instructions, and sign-in sheet will be sent a few days prior to the webconference.