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2017 V13N2 CONTENTS 6 10 11 5 From Lead to Loyalty Expecting a lead to develop on its own is never a good idea. Discover six keys to effectively nurturing leads through an email campaign. Highlights from the 2017 Healthcare Marketing and Physician Strategies Summit The industry's best and brightest presented fresh ideas and perspectives surrounding healthcare marketing, and Insight was there to cover it. Read the latest buzz about CRM and marketing automation, mobile optimization, data-driven service line growth, and psychographic segmentation for efficient, effective audience targeting. Connecting Mayo Clinic to the World Mayo Clinic Social Media Network Director Lee Aase reveals the platforms he's found most successful as well as the Mother of All Metrics. All About the Experience Patients expect the communications they receive from a hospital or health system to be part of an ongoing dialogue with their doctor or hospital about their health. Eric Clarkson, Director of UX and Product Development at True North Custom, offers top tips for achieving a smooth digital healthcare marketing user experience. "We take a very integrated approach to communicating our integrated brand strategy. We believe all channels are important—TV, radio, billboards, CRM, digital, etc. We might experiment with the marketing mix model to find the right balance, but we believe fully integrated campaigns are the right approach." —NICK RAGONE, SENIOR VICE PRESIDENT AND CHIEF MARKETING & COMMUNICATIONS OFFICER AT ASCENSION HEALTH Editorial Advisory Board THE HEALTHCARE INSIGHT Editorial Advisory Board, made up of thought leaders in healthcare marketing and communications, provides the magazine staff with expert perspective to ensure content remains relevant and engaging. The board's guidance and support are invaluable in achieving our mission to inspire and inform the healthcare marketing community. Lisa McCluskey, MBA > Vice President, Marketing & Communications CHI Memorial Health Care System C H A T T A N O O G A , T E N N E S S E E < Susan Alcorn Senior Vice President and Chief Communications Officer Rochester (NY) Regional Health System R O C H E S T E R , N E W Y O R K < Chris Efaw Vice President, Outreach & Development Tift Regional Medical Center T I F T O N , G E O R G I A Preston Gee > Vice President, Strategic Marketing CHRISTUS Health I R V I N G , T E X A S < Scott Stratten President, UnMarketing Author, UnSelling: The New Customer Experience O A K V I L L E , O N T A R I O

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