CHPRMS 53rd Annual Conference: Connected By Purpose

Patients and families in diverse communities are posting about their care in real time, often revealing expectations and
concerns not captured in surveys or scores. Learn how digital ethnography helps Roper St. Francis use cultural insight and
community listening to build trust, understand emerging themes, and apply insights to brand strategy, service planning,
and experience improvement.
LEARNING OBJECTIVES
- Learn how listening to the lived experiences of your community can help hone strategy2)
- Understand how digital ethnography can be applied to uncover gaps, inform decision-making3) Find out how digital
ethnography strengthens patient acquisition and retention

As healthcare organizations continue serving increasingly diverse communities, communication has become one of the
most critical factors influencing patient trust, engagement, access, and overall experience. This session explores how
healthcare organizations can move beyond basic translation services and create culturally intelligent communication
strategies that strengthen human connection, improve patient understanding, and foster trust within multicultural
communities.

Drawing from firsthand experience working as a bilingual interpreter supporting injured workers during workers' compensation medical appointments, physical therapy sessions, and perioperative communications before and after surgical procedures, Roxana Massie shares practical insights into the emotional and communication barriers many
bilingual patients experience throughout the healthcare journey. In addition to her healthcare interpretation background,

Roxana brings expertise in integrated communication strategies through radio, digital media, AI-enhanced audience
engagement, multicultural outreach, and community-centered communication initiatives. Attendees will learn how
healthcare organizations can: improve multicultural patient engagement,strengthen community trust,enhance bilingual
communication efforts,and create more human-centered healthcare experiences through integrated communication
approaches.

Redesigning a hospital website is a serious undertaking. Rethinking a hospital system's online strategy from the ground up is something different entirely.That's exactly what Lexington Health did, simultaneously evolving its brand while creating a wholly new suite of people-centered, results-oriented, next generation sites. What changed? Everything. Join us on a whirlwind tour, from initial idea and research through launch. We'll show you how we did it, what we learned, how we overcame obstacles, and most important, how we've prepared for the future.Whether you're planning change or in the
middle of it, you'll come away with practical insights and a dash of inspiration.

This session is designed to cover the many ways that AEO provides a strategic opportunity across PR, SEO, web, paid media and social by shifting your goal from channel-specific performance to building overall brand authority, visibility and trust in the places AI and audiences currently discover answers.Connected by Purpose is a wonderful theme for this work to fall within because AEO is the search tool that ties together all forms of communications - strengthening authority signals, refreshing key pages, aligning your PR themes and owned content, tightening technical SEO and making content easier for AI systems to understand and cite.

The term "search engine optimization'' was coined in 1997, when Google was registered. And while Google is still king, it's
no longer enough for digital content marketers to focus on SEO alone. ChatGPT is growing at a pace faster than Google and
is on track to match Google in just four years. Do you know how to optimize for GEO and AEO? (And do you know what
those terms mean?) We'll show you how to give your pages a makeover so they'll show up in platforms like ChatGPT.

In this session, Cory Robertson will explore the profound impact of storytelling in the healthcare sector. At the heart of
effective content strategy is the timeless truth that people care about people, and compelling stories resonate deeply on an
emotional level. Cory will delve into the art of capturing authentic human experiences, emphasizing that personalized
storytelling can transform the way healthcare messages are received.

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.

Healthcare is full of AI pilots-but few ever scale to deliver real, sustained impact. This session challenges the cycle of
endless experimentation and explores what it actually takes to move from pilot to enterprise value.Through real-world
examples-including AI-driven voice, automation, and digital access strategies-this session will show how one health system
moved beyond isolated pilots to achieve measurable improvements in patient access, operational efficiency, and
experience. Attendees will gain practical insights into aligning stakeholders, building the right operational foundation, and
creating the governance needed to scale what works.Designed for healthcare marketing and communications leaders, this
session highlights how to shift from supporting pilots to driving strategies that deliver meaningful, system-wide results.

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.

You've invested in research. Crafted compelling messaging. Launched beautiful campaigns. And then... patients arrive and experience something entirely different from what you promised.

This is the brand activation gap-and it's costing you credibility, loyalty, and market share.Brand activation isn't just about getting your message out there. It's about ensuring every patient touchpoint delivers on that message and builds trust. It's about aligning your operations, your people, and your culture with the promises your marketing makes.In this thought-provoking session, you'll learn how to bridge the gap between what you advertise and what your patients actually experience. You'll gain a practical framework for activating your brand internally before going external, monitoring delivery in real-time, and measuring whether your experience matches your promises.This session is for marketers and demonstrates how to integrate in cross-functional teams because brand activation fails when it lives in a silo.

Spend your first 30-minutes in one of three round table discussions regarding Content and Social Media, then spend your next 30 minutes in another. This is a great way to network and share experiences with your peers. Round table topics include: 1. Creating Kicka$$ Content with Andy Lyons (Roper St. Francis Healthcare), 2. Overcoming the SME Challenge with Kirsten Lecky (WG Content), and 3. Clarity is King with Shelley Heinrichs (Aha Media Group).