CHPRMS 53rd Annual Conference: Connected By Purpose

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.

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 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