Population Health Management Webinar

Strategic Health Care Marketing Logo

Strategic Health Care Marketing presents a brand-new webinar for health care marketers, communicators, and strategists…

Population Health Management: How to Use Behavior-Change Marketing to Improve Your Patients’ and Community’s Health—and Your Organization’s Bottom Line

Wednesday, May 20, 2015, 2:00-3:30 P.M. Eastern Time. ​ dubuque-royce 150x340

Your Presenters:

  • Susan Dubuque, Principal, Neathawk Dubuque & Packett
  • Maria L. Royce, Senior Vice President, Strategy & Market Development, Chief Strategy Officer, WellSpan Health


As a health care marketer, your job has primarily been about generating volume: putting as many “heads in the beds” as possible. But with the recent changes in health care reimbursement, hospitals and health systems are transitioning from getting people into their facilities to keeping them healthy.

One tool to help encourage healthy behaviors is called “social marketing” (not to be confused with social media), and it’s about using your marketing skills to make positive behavioral changes in a population—from smoking cessation to exercising more to eating healthier.

You’ve probably already seen some of these changes in your facility. And as a health care marketer, you may be wondering about your role in this new world order. What are the marketing skills you will need to change people’s behaviors—and do you have them? Is your job still relevant? How will population health management benefit your health care facility? And how will you know if it’s working?

The good news is that by shifting your orientation—and taking a lesson from our colleagues in public health—you can apply the marketing skills you already have to a new purpose: Changing behavior and improved health for your patients and the communities you serve.

And here’s even better news: You can find out what it takes to create a social marketing program in your health facility when you register to attend “Population Health Management: How to Use Behavior-Change Marketing to Improve Your Patients’ and Community’s Health—and Your Organization’s Bottom Line” on Wednesday, May 20, 2015.

Listen as Susan Dubuque from Neathawk Dubuque & Packett and Maria Royce from WellSpan Health provide a review of the latest changes in health care marketing and what they mean for you. Find out exactly what social marketing is, how it will benefit both you and your facility, and get a step-by-step guide to creating behavior-change programs that work. By the end of this webinar, you’ll be equipped to help your organization rethink its marketing strategy—and take a leadership role as it moves into the new paradigm of population health.

In addition, you’ll hear about a successful community health-improvement initiative that WellSpan created, and get an overview of a targeted program for “frequent-flyer” patients—those with multiple readmissions and higher ED use. Find out how these programs can have a positive impact on your facility’s bottom line.

Register today to guarantee your place at this essential learning session. And remember that your entire team in one location can participate with you when you register.

Strategic Health Care Marketing Webinar at a Glance

DATE: Wednesday, May 20, 2015
TIME: 2:00 P.M. Eastern, 1:00 P.M. Central, 12:00 P.M. Mountain, 11:00 A.M. Pacific DURATION: 90 Minutes
PLACE: Your computer
COST: $195 per dial-in site (unlimited attendance at one location) through 5/12/15, $245 thereafter
TO REGISTER: Click here or email leslie@plainenglishhealthcare.com


For one low price—just $195 when you register by 5/12/15 ($245 thereafter)—you and your entire team at one location can take part in this fast-paced, insightful webinar. Best of all, you’ll be able to connect personally with our speakers when we open things up for questions from the audience.

Here is just some of what you’ll learn during this in-depth 90-minute conference:

  • Social marketing: What it is and how it can help you and your organization survive the changing health care landscape.
  • How to determine if social marketing programs will be a good fit for your organization.
  • How to adapt your health care marketing skills to creating population health-improvement programs.
  • Step-by-step instructions for developing a behavioral-change marketing program.
  • The benefits of integrating health-improvement programs into your overall marketing strategy.
  • How to effectively measure the outcomes of your efforts—and their effects on your facility’s bottom line.
  • And much more!​​

Can’t Attend on May 20?
No problem. Just order the webinar recording on CD.

Distinguished Presenters

Susan DubuqueSusan Dubuque is Principal and Co-Founder of Neathawk Dubuque & Packett, a health care marketing and advertising firm. She is also an adjunct instructor at Virginia Commonwealth University in the School of Healthcare Administration and a member of the Strategic Health Care Marketing Editorial Advisory Board. Prior to founding ND&P, she was the Director of PR and Marketing for Mary Immaculate Hospital.

Ms. Dubuque 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. She received the Award for Individual Professional Excellence from the Society for Healthcare Strategy and Market Development (AHA).

Author of A Parent’s Survival Guide to Childhood Depression and Kid Power Tactics for Dealing with Depression, Ms. Dubuque launched a national campaign to increase public awareness of childhood depression, which has been adopted by Mental Health America.

maria-l-royceMaria L. Royce is the Chief Strategy Officer for WellSpan Health, an integrated system of physicians, hospitals and health services across south central Pennsylvania and northern Maryland. A veteran health care strategy professional, Ms. Royce provides leadership in the areas of strategic, operational, and business planning; community health and wellness; philanthropy; marketing; communications; and community partnerships.

Ms. Royce joined WellSpan in 1992 as the Director of Public and Corporate Relations and later served the organization as Director of Planning and Marketing and Vice President of Community Relations. She is an active leader in the health care industry, having been the President of the Society for Health Care Strategy & Market Development.

Ms. Royce holds a bachelor’s degree from LaRoche College, Pittsburgh, and a master’s degree in public administration/nonprofit management from the University of Pittsburgh.

 Your webinar registration includes:

  • A site license to attend this webinar (invite as many people in one location as you can fit around your computer at no extra charge).
  • Downloadable PowerPoint presentations from our speakers.
  • The opportunity to connect directly with our speakers during the audience Q&A session.

Register Now! Or for more information, email leslie@plainenglishhealthcare.com.


Can’t Attend on May 20?

No problem. Just order the webinar recording on CD.