CHPRMS 53rd Annual Conference: Connected By Purpose

Healthcare marketers are increasingly accountable for trust, growth, and retention-yet they rarely control the full
experience that actually creates them. Patients don't experience brands through campaigns alone; they experience access delays, unclear next steps, fragmented communication, and inconsistent handoffs across teams.So what can marketers realistically influence?


This session explores how healthcare organizations can build trust in a fragmented environment by focusing on the moments that matter most-how patients enter the system, understand their journey, and decide whether to stay. Drawing on perspectives from oncology marketing, digital platforms, and service line strategy, panelists will examine
where trust breaks and what it takes to rebuild it through clearer expectations, faster access, and more coordinated
experiences.


Using NASCAR and other high-engagement industries as a point of contrast-not a blueprint-the discussion will highlight what translates to healthcare and where the comparison breaks down.Attendees will leave with a practical,
four-part playbook they can apply immediately:

• Map one patient journey to identify friction, confusion, and drop-off points
• Shift messaging from "what we do" to "what happens next" to build clarity and confidence
• Measure friction (e.g.,referral leakage, call abandonment, time to appointment), not just campaign performancePartner with operational leaders to fix one high-impact barrier to access or coordinationThis session is designed for healthcare marketers and leaders looking to move beyond campaigns and take a more active role in shaping the experiences that drive trust, retention, and growth.

Even the best-intentioned healthcare marketers fall into traps that undermine trust, confuse audiences, and stall results.
Blending agency perspective and client-side truth, Christian Barnett unpacks the "seven deadly sins" of healthcare
marketing and challenges attendees to reimagine what effective, human-centered marketing looks like in a post-truth,
high-pressure landscape. Expect uncomfortable truths, actionable strategies, and a call to move from performance to
purpose.

What happens when community engagement is treated not as outreach, but as infrastructure?In this keynote, Austen
Williams, MPA, shares a multi-state case study on transforming health and social care technology from a passive directory
into an active care ecosystem. Drawing on more than a decade of cross-sector leadership and community-based
implementation, she explores how values shape systems, how trust shapes adaptation, and how intentional alignment
reduces friction across fragmented landscapes.Through the story of activating The Medi Community Resource Center
across states and sectors, this session examines "the thing behind the thing": the relational and structural conditions that
determine whether tools are merely accessed or fully integrated into community life.Designed for leaders committed to
impact, this keynote reframes community engagement as coordinated design. When dignity is centered, relational capital
is leveraged, and partners align around shared ownership, ecosystems strengthen, and sustainable outcomes
follow.Attendees will leave with a practical framework for determining whether community engagement in their
organizations is assumed or intentionally designed, and how to embed alignment into everyday operations.

AI is exploding and changing the way we work. It makes things easy and complex at the same time. It also risks us from
falling into a sea-of-sameness trap and forgetting what makes us human. Humanity is more important now than ever. This
talk will not be about AI tips, tricks or implementation plans. Your AI brain can take a welcome break. Instead, we'll dive
into why our uniqueness as humans gives us the power to lead from the heart and head, instead of the emotionless data
centers popping up everywhere.

The Commitment Compass: Navigate Beyond the ConferenceEvery conference ends the same way, notebooks full, hearts
full, and minds racing with possibility. But then comes the return to "normal life." The inbox fills and the schedule crowds.
The spark fades.In The Commitment Compass: Navigate Beyond the Conference, healthcare leader and keynote speaker
Veronica Sterling helps audiences turn that spark into sustained direction. Drawing from her own story of renovation,
adventure, and loss, Veronica takes attendees on a journey of transformation to inspire their own action towards
growth.Through storytelling, humor, and reflection, she shares how the DIY renovation project of a 1984 Airstream
motorhome became a real-world map for navigating change and commitment for leadership and life. Participants will follow
along with a guided worksheet, building their own "Compass" in real time to identify their True North, strengthen their
capacity, and commit to purposeful next steps.This closing keynote leaves attendees inspired and equipped with a tangible
framework and a renewed sense of clarity and courage to continue the momentum long after the conference ends.Perfect
for any event seeking to end on a note of energy, reflection, and purpose.