ishmpr
SPRING CONFERENCE
MAY 24, 2017 • HOLIDAY INN & SUITES AT JORDAN CREEK • WEST DES MOINES
IOWA SOCIETY FOR HEALTHCARE MARKETING AND PUBLIC RELATIONS
A personal membership group of the Iowa Hospital Association
Program Overview
Effective marketing and public relations are vital to the success of any hospital and the Iowa Society for Healthcare
Marketing and Public Relations (ISHMPR) is dedicated to serving hospital communication professionals and
helping them promote their facilities. The ISHMPR Spring Conference is the best opportunity for health care
marketing and public relations leaders to learn about best practices, stay apprised of trends and network with
peers in the industry.
Program Agenda
8:30 am Registration and Continental Breakfast
8:55 am Welcome
Carla Offenburger, Community Relations Director, Greene County Medical Center, Jefferson
ISHMPR President
9:00 am How to Connect with Your Audience Through Powerful, Budget-friendly Digital Marketing
Drew Harden, President and Co-founder, Blue Compass, West Des Moines
The health and medical brands that are experiencing the greatest success online have a strong
digital strategy. This session will demonstrate how to best create and share content to boost online
presence, enhance search engine optimization and get the most out of social media efforts without
requiring a million-dollar marketing budget.
Learning Objectives:
• Explain how sharing the right content can gain the audience’s trust and interest.
• Illustrate how to make web pages and blog articles much more attractive to both search engines
and people.
• Recall clear steps to more effective social media outreach.
10:00 am Break
10:15 am Core Metrics for Measuring Marketing’s Financial Performance
William R Gombeski, Jr, MBA, MPA, Senior Advisor, UK HealthCare, Lexington, KY
This session will review 17 key metrics developed by a joint committee of Healthcare Financial
Management Association and Society for Healthcare Strategy & Market Development members
for measuring performance. Attendees will learn how to get started and how to leverage the key
metrics to maximize organizational understanding of the role marketing plays in growing the
organization’s business. This session also applies marketing metrics to local Iowa hospitals, using
data gathered from interviews by Gombeski.