CRM Workshop Schedule

Day One: Wednesday March 21, 2018

Time
Topic
8:00 am
Welcome and Introductions
Welcome to Portland! Grab breakfast as we welcome the attendees and faculty, set the stage for the next two days and get acquainted. Come prepared to tell us a little about the state of your organization’s CRM journey.

Moderated by:
Brian Whitman, President, Corrigan Consulting
9:00 - 10:00 am
CRM and the Journey from MarCom to MarTech
Technology is the engine that drives the modern marketing discipline. It is where science and art converge to deliver an evidence-based approach to true customer engagement. Customer Relationship Management (CRM) is a central component of the marketing technology stack, a critical tool that enables today’s marketers to drive value creation along the whole spectrum of the customer journey. In this opening session, learn about the critical role of CRM in today’s marketing environment, discuss emerging opportunities and applications, and get a peek at the latest trends and news from the 3rd Annual Healthcare Digital Marketing Survey.

Moderated by:
Carla Bryant, EVP, Corrigan Consulting
Mike Schneider, EVP, Greystone.Net
10:00 - 10:15 am
Break and Networking
10:15 - 11:15 am
The Big Picture: Making the Business Case for CRM
The potential of CRM is compelling: increased sales, lower customer acquisition costs and greater customer engagement. Whether you’re new to CRM or want to take performance to the next level, this session will help you set (or reset) expectations for the business value of CRM and articulate a clear business case to gain executive support for the investments required to optimize CRM in your organization.

In this session, explore key questions to help you clarify an overall vision, set rational goals and plan for CRM, such as:
  • What functionalities do you need in a CRM system?
  • How can you:
    • Use real-time customer intelligence to make marketing campaigns more effective?
    • Automate marketing processes to improve efficiencies?
    • Drive consumers to information and resources to improve health outcomes?
  • What are your expectations for ROI?
Presenters:
Megan Yore, Chief Communications Officer & Director of Marketing, Lakeland Health
Carla Bryant, EVP, Corrigan Consulting
11:15 - 12:15 pm
Strategic Applications: Connecting the CRM to the Marketing Plan
Once you’ve established the business case and have a framework for integrating CRM with the supporting infrastructure, it’s time to focus on how CRM connects to your organization’s marketing plan and programmatic priorities. In this session, hear how EvergreenHealth built the foundation of the overall CRM by tying it to the marketing plan’s goals and priorities. Learn how these priorities are used in specific marketing applications, processes and functionalities to achieve the organization’s desired results.

Presenters:

Shelly Henderson, Director of Brand Strategy, Communications & Marketing Assets Marketing, Communications & PR, EvergreenHealth
Brian Whitman, President, Corrigan Consulting
12:15 - 1:15 pm
Lunch and Networking
1:15 - 2:15 pm
Building the Ecosystem: Integrating CMS CRM and Marketing Automation
Are your web, digital, CRM, call center and direct marketing programs performing like stand-alone systems? In this session, explore the trends, opportunities and challenges of optimizing CRM performance through integration systems and processes, and discuss an overall framework for bringing these functions together to improve marketing and sales productivity.

Presenters:
Simon Yohe, Director of Web Marketing Strategy, Adventist Health System
Mike Schneider, EVP, Greystone.Net
2:15 - 2:30 pm
Break and Networking
2:30 - 3:45 pm
Q&A and Vendor Introduction
In this last formal session of the day, participate in an open discussion with your colleagues and faculty on the topics from today, and then, sit back and enjoy a brief presentation (15 minutes max each) from representatives of the firms participating in this evening’s Vendor Showcase. This session is designed to give you a quick introduction to each firm and their product offering that will help you decide what additional questions you might have for the vendors later during the reception.

Moderated by:
Brian Whitman, President, Corrigan Consulting
3:45 pm
Day One Wrap-up
4:30 - 6:30 pm
Vendor Showcase
Join us for an early evening of networking, cocktails, light fare and a chance to learn more about various CRM vendors, software solutions and other services to enhance your CRM and digital marketing programs. You’ll still have plenty of time to head out for a nice dinner in downtown Portland after the Showcase!
6:30 pm
Dinner on your own or with other attendees/vendors

Day Two: Thursday, March 22, 2018

Time
Topic
8:00 am
Breakfast and Day 1 Review and Discussion
Good morning! Join us for breakfast to review and discuss Day 1 and a preview of Day 2
9:00 - 10:00 am
Leveraging CRM as an Effective Enterprise Wide Solution
Sharp HealthCare recently implemented a new CRM platform for the healthcare system. Sharp is taking an enterprise approach and moving patient communications from operations, population health and other departments to the platform. Managing system expectations and customer expectations can be more than half the battle. In this session, learn about their journey including selection and implementation, hurdles they encountered to get buy-in and approval system-wide, the details involved in communication preference management, their early successes with this enterprise-wide CRM solution and much more. 

Presenters:
Kelly Faley, Vice President, Web Strategy and Customer Contact Centers, Sharp HealthCare
Mike Schneider, Executive Vice President, Greystone.Net
10:00 - 10:15 am
Break
10:15 - 11:15 am
Nuts and Bolts of a Successful Program: A Facilitated Discussion
Effective implementation and management of your health system’s CRM initiative requires:

  • A professional, comprehensive approach that garners support from internal stakeholders (including marketing, IT and finance)
  • The integration of diverse systems
  • The ability to migrate and mine data
  • The development of the right structure for the marketing department
  • A training plan for the marketing team
  • The hardwiring of customer acquisition and retention processes.

In this facilitated discussion, identify the roles of various internal stakeholders, and learn how others have successfully structured their marketing department, teams and processes to achieve organizational goals and build a successful CRM operation.

Facilitated by: Carla Bryant, EVP, Corrigan Consulting
11:15 - 12:15 pm
Closing Panel Discussion: Learning about Winning CRM Strategies from your Peers CRM can be a catalyst for transforming marketing performance. Take one last chance to learn from the faculty on how to use customer intelligence, marketing automation and service innovation to drive strategy, increase real-time customer engagement and realize ROI. Through this interactive discussion, find ideas that can be put into action when you get back to the office. Use this closing opportunity with the faculty to pick their brain, ask those final nagging questions and takeaway a few more helpful hints to guide your continued CRM journey on a winning pathway.

Facilitated by:
Mike Schneider, EVP, Greystone.Net
12:15 - 12:30 pm
Wrap Up and Adjourn
What actions will you take in the next 10 days? What wheels can you set in motion in the next 30 days? Use this final time with your colleagues to create your own personal “CRM To Do List” for when you get back home. Travel safely home, thanks for attending and see you again soon!

Moderated by:
Brian Whitman, President, Corrigan Consulting

Moderated by: