Agenda-at-a-Glance

Development track |Public Affairs track|Marketing track
Breakout Sessions: Public Affairs track| Marketing track

Development track

Saturday, May 3

Noon - 4:30 p.m. Registration*
3-3:30 p.m. New member reception
3:30-4 p.m. NCI update – Mike Miller, NCI press office
4-5:30 p.m. Welcome reception
6:15 p.m. First performance – “Coffee and Hope ”
8:15 p.m. Second performance

*Sign up for Saturday night “dine-around”
restaurants at registration

Sunday, May 4

8:30-9:30 a.m. Development Session A: Managing in a Time of Great Opportunity
Joe Golding, Advancement Resources. This session is designed for Chief Development Officers

Development Session B: Cancer Overview for Development Professionals New to Cancer, but Not Fundraising

10-10:45 a.m. Considering a Campaign? Making the Most of a Consultant
Sandra Weckesser, JD, retired, Fox Chase Cancer Center, and Nancy Wells, Fred Hutchinson Cancer Research Center

10:50 -11:50 a.m. First Learn to Dribble – Building the Foundation for Planned Giving
Scott Thompson, Arizona Cancer Center and Randy Rumery, The University of Iowa Foundation

Lunch

1:15-2:30 p.m. PLENARY SESSION Building a State-wide Coalition Against Cancer
George Weiner, MD, Director of Holden Comprehensive Cancer Center at The University of Iowa

3 – 4:30 p.m. Art and Soul of Philanthropy
Don Gray, retired, University of Wisconsin Foundation

5:30 p.m. Tour of Radiation Oncology, Holden Comprehensive Cancer Center at The University of Iowa

6 p.m. Dinner at Kinnick Stadium Press Box Suites

Monday, May 5

8-8:45 a.m. Direct Mail Update (for Grizzard clients) Terry Barber, Grizzard

8:45-9:45 a.m. NACCDO Benchmarking Survey Results
Marilyn Emas, University of Miami Sylvester Comprehensive Cancer Center and Nicole Thigpen, Community Counseling Services

10:45 a.m. – Noon PLENARY SESSION The Generational Divide and its Impact on Cancer
Marilyn Moats-Kennedy, Career Strategies

Iowa marketplace lunch

2:30 -3:30 p.m. Development Session A Cancer Stem Cells: Transforming the Cancer Landscape
(Joint session with PAN) Max S. Wicha, MD, University of Michigan Comprehensive Cancer Center

Development Session B: Developing an Internet Strategy For Your Campaign
Hilery Livengood, mStoner, Inc.

3:45 - 4:45 p.m. Development: Strategizing Relationship Building With Donors and Prospects
William T. Sturtevant, The University of Illinois Foundation

6 p.m. Wine tasting and heavy hors d’oeuvres Levitt Center for University Advancement

Tuesday, May 6

8:30-9:45 a.m. PLENARY SESSION Tribal Warfare: From Frustration to Communication and Collaboration
Peg C. Neuhauser, author and consultant

10-10:45 a.m. The Artful Journey of Cultivating Major Gifts
William T. Sturtevant, University of Illinois Foundation

11-Noon Best in Show: Concierge and Hospitality Programs
Cindy Eller, Roswell Park Cancer Institute

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Public Affairs track

Saturday, May 3

Noon - 4:30 p.m. Registration*
3-3:30 p.m. New member reception
3:30-4 p.m. NCI update - Mike Miller, NCI Press Office
4-6 p.m. Welcome reception
6:15 p.m. First performance – “Coffee and Hope”
8:15 p.m. Second performance
*Sign up for Saturday night “dine-around” restaurants at registration

Sunday, May 4

8:30-9:30 a.m. Internal Communication: an Outside-The- Healthcare-Industry Perspective
Tom Peterson, formerly of Alliant Energy

10-10:45 a.m. Hit Us With Your Best Shot
Panel discussion

10:50 -11:50 a.m. Practical PR 2.0 – Take the Next Step in Social Media
Meghan Hindman, Dorland Global Public Relations

Lunch

1:15-2:30 p.m. PLENARY SESSION Building a State-wide Coalition Against Cancer
George Weiner, MD, Director of Holden Comprehensive Cancer
Center at The University of Iowa

3 – 5 p.m. Being Honest About Identity: Branding Basics with an Interactive Workshop (Joint session PAN and Marketing)
Larry Margolis and Dan Miers, Storandt, Pann and Margolis

5:30 p.m. Tour of Radiation Oncology, Holden Comprehensive
Cancer Center at The University of Iowa

6 p.m. Dinner at Kinnick Stadium Press Box Suites

Monday, May 5

8:30 – 9:45 a.m. Inside the Mind of a Cancer Patient: Insights to Guide Cancer Communication about Quality
(Joint session PAN and Marketing ) Amy Siegler, The Advisory Board Company

10:45 a.m. – Noon PLENARY SESSION The Generational Divide and its Impact On Cancer
Marilyn Moats-Kennedy, Founder and managing partner, Career Strategies

Iowa marketplace lunch

2:30 - 3:30 p.m. Cancer Stem Cells: Transforming the Cancer Landscape (Joint session PAN and Development)
Max S. Wicha, MD, University of Michigan Comprehensive Cancer Center

3:45 - 4:45 p.m. Closing the Gap: Cancer Information and Communication Inequalities (Joint session PAN and Marketing)
K. Vishwanath, PhD, Harvard School of Public Health and faculty member at Dana-Farber Cancer Center

6 p.m. Wine tasting and heavy hors d’oeuvres Levitt Center for University Advancement

Tuesday, May 6

8:30-9:45 a.m. PLENARY SESSION Tribal Warfare: From Frustration to Communication and Collaboration
Peg C. Neuhauser, author and consultant

10-10:45 a.m. Promoting Clinical Trials Panel discussion (Joint session PAN and Marketing)

11-Noon Training the Trainer: Insights on Preparing Faculty to Speak with the Media
Dennis McCulloch, University of Kansas Hospital and Medical Center

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Marketing track

Saturday, May 3

Noon - 4:30 p.m. Registration*
3-3:30 p.m. New member reception
3:30-4 p.m. NCI update - Mike Miller, NCI Press Office
4-6 p.m. Welcome reception
6:15 p.m. First performance – “Coffee and Hope”
8:15 p.m. Second performance

*Sign up for Saturday night “dine-around” restaurants at registration

Sunday, May 4

8:30-9:30 a.m. The Tools for Effective Healthcare Web Marketing
Ben Dillon, Geonetric
10-10:45 a.m. Hit Us With Your Best Shot
Panel discussion Panel includes: 10:50 -11:50 a.m. Encouraging Employees to Deliver on the Brand Promise
Amy Davis and Nancy Jensen, Mayo Clinic

Lunch

1:15-2:30 p.m. PLENARY SESSION Building a State-wide Coalition Against Cancer
George Weiner, MD, Director of Holden Comprehensive Cancer Center at The University of Iowa

3 – 5 p.m. Being Honest About Identity: Branding Basics with an Interactive Workshop (Joint session PAN and Marketing)
Larry Margolis and Dan Miers, Storandt, Pann and Margolis

5:30 p.m. Tour of Radiation Oncology, Holden Comprehensive Cancer Center at The University of Iowa

6 p.m. Dinner at Kinnick Stadium Press Box Suites

Monday, May 5

8:30 – 9:45 a.m. Inside the Mind of a Cancer Patient: Insights to Guide Cancer Communication About Quality (Joint session
Marketing and PAN) Amy Siegler, The Advisory Board Company

10:45 a.m. – Noon PLENARY SESSION The Generational Divide and its Impact on Cancer
Marilyn Moats-Kennedy, founder and managing partner, Career Strategies

Iowa marketplace lunch

2:30 - 3:30 p.m. Empowerment! The Art of Media Relationships
Laurel DiBrog, Roswell Park Cancer Institute; Michael Ahern, Entercom Marketing; and Mark Manders, WGRZ/wgrz.com

3:45 - 4:45 p.m. Closing the Gap: Cancer Information and Communication Inequalities
(Joint session Marketing and PAN) K. Vishwanath, PhD, Harvard School of Public Health and faculty member at Dana-Farber Cancer Center

6 p.m. Wine tasting and heavy hors d’oeuvres Levitt Center for University Advancement

Tuesday, May 6

8:30-9:45 a.m. PLENARY SESSION Tribal Warfare: From Frustration to Communication and Collaboration
Peg C. Neuhauser, author and consultant

10-10:45 a.m. Promoting Clinical Trials (Joint session Marketing and PAN) Panel discussion

11-Noon Where We Have Been. Where We Are Going. Physician Relations as a Business Development Strategy
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Breakout Sessions

Public Affairs track

Sunday, May 4 8:30-9:30 a.m. 

Internal communication: an outside the healthcare industry perspective.
Tom Peterson Formerly of Alliant Energy

A 10-year veteran of internal communication at Alliant Energy, offers a perspective from outside the healthcare industry on what works when it comes to internal communication.

10-10:45 a.m.

Hit us with your best shot.
Ask a question and our expert panel will provide the answer. Have an issue you are dealing with? Ask your question here and our expert panel will provide the answer.

Moderator:
Kevin Koga, Vice President, Communications, City of Hope

Panelists:

10:50 -11:50 a.m.

Practical PR 2.0 – Take the next step in social media.
Meghan Hindman, Fellow with the Society for New Communication Research and Vice president, Dorland Global Public Relations.

An extension of last year’s presentation by Shel Holtz but with a practical twist, PR2.0 will cover new communication methods including: blogs, wikis and social networking methods. What will be covered? News reporters who are now blogging and a recent “virtual” running fund raiser that involved more than 80,000 individuals, many whom were cancer patients.

3 – 5 p.m.

Being Honest about identity: Branding basics with an interactive workshop.

Conflict concerning cancer center naming and branding is a chronic problem. Big, often high-profile donors, lofty aspirations and oft-cited standards contribute to branding and naming decisions that may note be grounded in the key component of a center’s ultimate success – its ability to attract patients. Marketing, communications and other healthcare executives often struggle with a “disconnect” between what the public thinks of them and what they want their various “audiences” to know and believe. Between mission statements, organizational charts, business goals, competitive issues, budget limitations, advertising campaigns, press coverage, donor demands and dozens of other complicating factors, many institutions simply have not created a memorable “brand identity.”

Through case studies covering 20 years of marketing hospitals and cancer centers, learn how healthcare organizations can set reasonable expectations and take control of their public persona in this interactive workshop.

Monday, May 5
8:30 – 9:45 a.m.

Inside the mind of a cancer patient: insights to guide cancer communication about quality.
Amy Siegler, Managing Director, The Advisory Board Company.

Faced with the growth of consumerism, pressure to publicly report clinical outcomes, and the prospect of pay-for-performance contracting, oncology administrators have focused a great deal of resources and attention on defining cancer care quality. However, in seeking this “holy grail,” many have overlooked the fact that clinical quality is just one variable impacting patient choice and defining the patient experience. Through a national survey of cancer patients, The Advisory Board Company identified which program attributes, services and amenities have the greatest impact on consumer choice of an oncology facility and the perceived quality of a patient’s care. This session will review that report as well as explore how (if at all) today's consumers are using publicly reported data to inform care decisions.

2:30 p.m. -3:30 p.m.

Cancer Stem Cells: Transforming the Cancer Landscape
Max S. Wicha, MD, Director, University of Michigan Comprehensive Cancer Center

The cancer stem cell theory puts forth a new way of looking at how cancer grows and metastasizes. Mounting evidence suggests that if we target cancer stem cells, we could dramatically improve the treatment of this disease. The session will provide an overview of what cancer stem cells are and how this discovery might revolutionize cancer treatment from a leading expert in the field. It will explain how cancer stem cells are different from embryonic stem cells, will focus on the research to date in this area, including in what cancer types stem cells have been identified. The session will also address the very rapid pace at which these discoveries are being moved into clinical care and answer a number of questions: What are the ethical implications, if any, to this research? What do we tell the media, donors, policy-makers about this field in a time when emotions and sometimes confusion run high on all sides of the debate over embryonic stem cell research? What promise does this discovery indicate for current and future cancer patients and their families?

3:45 - 4:45 p.m.

Closing the gap: Cancer Information and Communication Inequalities
K. Viswanath, PhD, Associate Professor, Harvard School of Public Health and Faculty, Dana-Farber Cancer Center.

The explosion of health information and the channels from which it is available provides an incredible opportunity to provide timely, accurate and useful information, and facilitate informed decision-making among the American public and cancer patients. How do the American public and cancer patients make use of this information? Who are the groups who can take advantage of this information? What are the barriers and challenges we face in communicating cancer information? This session, drawing on research conducted by Dr. Viswanath's lab and other research, explores how the American public and patients access and use cancer information with a particular focus on the widening of inequalities in communication and how they may be linked to health disparities.

Tuesday, May 6
10-10:45 a.m.

Promoting Clinical Trials.
Panel Discussion

11-Noon

Training the Trainer: Insights on Preparing Faculty to Speak with the Media.
Dennis McCulloch, Director, Public and Governmental Relations, The University of Kansas Hospital.
An 11-year veteran of media training with Fleishman-Hillard, will review the do's and don'ts of training physicians in how to talk to the media.|top|

Marketing Track

Sunday, May 4
8:30-9:30 a.m

The Tools of Effective Web Marketing.   Ben Dillon, Vice President, Geonetric

Increasingly, health consumers visit hospital web sites while evaluating care options and before visiting the hospital. This makes your web site one of the most important marketing and relationship-building tools. This is especially true for cancer centers that attract patients from around the region and the country. Most of us embrace the web but few of us truly make the most of the opportunities it provides. In this session, learn about a goals-driven approach to help you better achieve your organization’s mission through your online presence. Topics covered include:

10-10:45 a.m

Hit us with your best shot.
Ask a question and our expert panel will provide the answer. Have an issue you are dealing with? Ask your question here and our expert panel will provide the answer.

Panelists include:

Moderator:
Arlinda Warren, Director of Marketing, Communications and Physician Services, Siteman Cancer Center at Barnes-Jewish Hospital and Washington University School of Medicine

10:50 -11:50 a.m.

Encouraging Employees to Deliver on the Brand Promise.

Mayo Clinic is one of the most powerful health care brands in the United States. Patients come to Mayo Clinic from great distances, across the country and around the world, for medical care each year. Like many institutions, Mayo Clinic has a sophisticated brand management program. But, without question, the most important brand activities at Mayo are internal. Mayo Clinic's brand is not built by brand managers, marketing professionals or advertising - it's built by each interaction a Mayo staff member has with a patient, and the stories each patient tells about his or her experience at Mayo Clinic.

In this session, learn how Mayo Clinic developed a corporate culture that encourages employees at all levels to deliver on the brand promise. The session includes specific internal branding strategies, ranging from storytelling to new employee orientation to organizational celebrations.

3:30 – 5 p.m.

Being Honest about identity: Branding basics with an interactive workshop. 

Conflict concerning cancer center naming and branding is a chronic problem. Big, often high-profile donors, lofty aspirations and oft-cited standards contribute to branding and naming decisions that may note be grounded in the key component of a center’s ultimate success – its ability to attract patients. Marketing, communications and other healthcare executives often struggle with a “disconnect” between what the public thinks of them and what they want their various “audiences” to know and believe. Between mission statements, organizational charts, business goals, competitive issues, budget limitations, advertising campaigns, press coverage, donor demands and dozens of other complicating factors, many institutions simply have not created a memorable “brand identity.”

Through case studies covering 20 years of marketing hospitals and cancer centers, learn how healthcare organizations can set reasonable expectations and take control of their public persona in this interactive workshop.

Monday, May 5

8:15– 9:45 a.m.

Inside the mind of a cancer patient: insights to guide cancer communication about quality.
Amy Siegler, Managing Director, The Advisory Board Company.

Faced with the growth of consumerism, pressure to publicly report clinical outcomes, and the prospect of pay-for-performance contracting, oncology administrators have focused a great deal of resources and attention on defining cancer care quality. However, in seeking this “holy grail,” many have overlooked the fact that clinical quality is just one variable impacting patient choice and defining the patient experience. Through a national survey of cancer patients, The Advisory Board Company identified which program attributes, services and amenities have the greatest impact on consumer choice of an oncology facility and the perceived quality of a patient’s care. This session will review that report as well as explore how (if at all) today's consumers are using publicly reported data to inform care decisions.

2:30 p.m. -3:30 p.m.

Empowerment! The Art of Media Relationships.

Power is taken, not given. This statement is especially true if you decide to negotiate your own deals with media partners instead of using a media buyer or agency broker. In this session, you'll learn how one of your cancer center colleagues took media buying in-house. After spending four days immersed in a mind-exhausting media buying boot camp, she reallocated brokerage fees to a new, unbudgeted project. You will also hear from experts about how developing personal relationships with your media partners can benefit not only the cancer center mission, but your fund-raising partner with their cause-related marketing initiatives. In the end, benefiting the community at large and offering a win-win to all.

3:45 - 4:45 p.m.

Closing the gap: Cancer Information and Communication Inequalities
K. Viswanath, PhD, Associate Professor, Harvard School of Public Health and Faculty, Dana-Farber Cancer Center.

The explosion of health information and the channels from which it is available provides an incredible opportunity to provide timely, accurate and useful information, and facilitate informed decision-making among the American public and cancer patients. How do the American public and cancer patients make use of this information? Who are the groups who can take advantage of this information? What are the barriers and challenges we face in communicating cancer information? This session, drawing on research conducted by Dr. Viswanath's lab and other research, explores how the American public and patients access and use cancer information with a particular focus on the widening of inequalities in communication and how they may be linked to health disparities.

Tuesday, May 6

10-10:45 a.m.

Promoting Clinical Trials. Panel Discussion

11-Noon

Where we have been. Where we are going. Physician relations as a business development strategy.

Physicians continue to play a critical role in the success of our organizations. Whether our own faculty, loyal referrers physicians, or competitors from community hospitals, how we manage those relationships is key to our success. This panel discussion will include leaders from some of the most successful physician relations programs in the country. While each model is different, they all have been successful at achieving measurable results for their organizations. Panelists will share the history of their programs and future opportunities as well as the challenges and successes in between. This session will cover topics including staffing, business models, ROI, target marketing, territory management, sales strategy, and much more.

Speakers:

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