CHPRMS 53rd Annual Conference: Connected By Purpose

In 2015, Graystone Eye established its nonprofit, Graystone Eye Missions, as a physician-funded initiative to support
outreach and international mission work. In 2025, the organization returned to Bolivia for its first mission trip since
COVID-19-and what followed sparked something far greater than anticipated.

The impact of that trip, shared through authentic storytelling and digital engagement, ignited a renewed sense of purpose across both the community and within the organization. Online engagement surged, internal excitement grew, and what began as a mission effort quickly evolved into a powerful platform for connection, awareness, and growth.Leading up to its inaugural Gala & Auction on April 17, Graystone Eye Missions raised over $50,000 in its first year of intentional community awareness-covering costs that previously funded an entire mission trip, including travel, lodging, and team expenses.

This session explores how healthcare organizations can harness the power of mission-driven storytelling, employee engagement, and community connection to "unleash" their nonprofit initiatives. By aligning purpose with strategy, organizations can expand their reach, strengthen their brand, and create meaningful, lasting impact both inside and outside their walls.

As health systems compete for attention and appointments, they often focus exclusively on consumers and overlook
physician marketing. But while persuading a consumer to choose you may lead to only one appointment, changing one
physician's referral pattern can lead to a long-term pipeline of new patients. WellSpan Health used this insight to launch an
innovative content marketing program that's aimed at physicians and is generating a steady stream of new referrals. This
session will use WellSpan's program to explain the value of physician marketing, when it might be right for you, and how to
design and launch scalable physician marketing of your own.

Join us in the Gold Ballroom to celebrate your awards with our musical guests The Yacht Club