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Select a tab below to view session details. Working Agenda NACCDO-PAMN 2021

All times are eastern

CFRE Information will be available in April 2021

 

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    • NACCDO-PAMN Joint Sessions and Events
    •  

      Monday, May 10, 2021

      4:00 PM  -  5:00 PM
      Virtual Kick Off
      The Virtual Kick Off will set the stage for 2021 NACCDO-PAMN Virtual Experience. Following an opening by the NACCDO and PAMN Chairs, the kick off will celebrate 30 years of NACCDO-PAMN and feature our virtual host Roswell Park Comprehensive Cancer Center.
      5:00 PM  -  6:00 PM
      Cancer 101
      Whether you are new to cancer fundraising, communications and marketing or need a refresher course, this session provides vast information about the field of cancer care and research. Learn how to break down the terminology, the research and clinical lingo, and the overall cancer experience to expand your understanding of cancer and enhance your communications skills about this disease.
       

      Tuesday, May 11, 2021

      11:00 AM  -  11:15 AM
      Welcome
      The 30th Anniversary of the NACCDO-PAMN Annual Conference will open with a welcome from NACCDO and PAMN Chairs Michael Delzotti and Erin McElwain, a greeting from Presenting Sponsor Amergent.
      11:15 AM  -  12:15 PM
      One-of-a-kind Q&A session with Seth Godin
      Have a marketing quandary you just can’t seem to unravel? Ready to challenge the status quo and break through the clutter? Bestselling author, entrepreneur and marketing icon Seth Godin has a way of igniting new ways of thinking that will help you take problems down to their simplest level. Get the creative strategy flowing again. We’ll ask the questions, and Seth will answer them in the way he always does — simply, clearly and profoundly. Don’t miss this opportunity to learn from Seth’s marketing skills and to be inspired by his revolutionary thinking.
      12:15 PM  -  12:30 PM
      Virtual Sponsor Hall Open
      The NACCDO-PAMN Annual Conference is not possible without the generous support of our sponsors! Please take a moment to engage via the Virtual Sponsor Hall!
      1:15 PM  -  1:30 PM
      In it to win it?
      Check out the Virtual Sponsor Hall and connect with a sponsor to be eligible for a mid afternoon drawing! Winner to be announced on the conference mobile app.
      2:45 PM  -  3:00 PM
      Strrrrrretch!!!
      Stand up and Stretch!!!! Then click on the Virtual Sponsor Hall to see what's new with one of our great sponsors!
      3:45 PM  -  4:00 PM
      Mix and Mixology Tuesday
      4:45 PM  -  5:00 PM
      Mobile App Raffle Drawing, Daily Trivia
       

      Wednesday, May 12, 2021

      11:00 AM  -  12:00 PM
      Office Hours
      12:00 PM  -  12:45 PM
      Brunch Demonstration with simple ingredients from your home
      12:45 PM  -  1:00 PM
      Fill Your Cup!
      Say hello to a new sponsor in the Virtual Sponsor Hall and then top up your beverage of choice and get ready for the Cancer Center Directors' Panel!
      1:00 PM  -  2:15 PM
      Cancer Center Directors' Panel

      Our second Plenary Session will begin with a greeting from Presenting Sponsor CCS Fundraising followed by a moderated Cancer Center Directors' Panel featuring

      • Dr. Timothy Eberlein, Washington University Siteman Cancer Center 
      • Dr. Laurie Glimcher, Dana-Farber Cancer Institute
      • Dr. Candace Johnson, Roswell Park Comprehensive Cancer Center
      • Dr. Kelvin Lee, Indiana University Levin, Bren Simon Comprehensive Cancer Center
      • Dr. Robert Vonderheide, Abramson Cancer Center of the University of Pennsylvania
      2:15 PM  -  2:30 PM
      Need more information?
      With so much great content lined up during conference hours, don't miss out on hearing from our sponsors via an individual appointment! Visit the virtual hall to schedule a one-on-one meeting this week or in the near future!
      3:15 PM  -  3:30 PM
      Pass on the goods!
      Ensure your people connect with their people! If you are not the person to connect directly with a sponsor about potential services, be sure to pass on information to an appropriate colleague!
      4:15 PM  -  4:30 PM
      Mix and Mixology Wednesday
      5:15 PM  -  5:30 PM
      Closing Session
       

      Thursday, May 13, 2021

      11:00 AM  -  1:00 PM
      Office Hours

    • NACCDO Sessions
    •  

      Monday, May 10, 2021

      5:00 PM  -  6:00 PM
      NACCDO 101

      Much has changed with your association in the last year. This on demand session will illustrate how NACCDO has improved, added and expanded its services and offerings to increase its value to you and make you a better cancer center fundraiser and leader.

       

      Tuesday, May 11, 2021

      12:30 PM  -  1:15 PM
      NACCDO: Cancer & Equity: Centering Racial Inequities & Health Disparities with Foundations.
      National philanthropic foundations are increasingly focused on funding broad initiatives to address racial inequities and health disparities. As a foundation relations professional focused on cancer programs, how can you tell the story of cancer’s impact within larger community challenges? What kinds of partnerships and projects excite foundations looking to address health disparities on a community level? Join a panel of representatives from foundations leading the conversation around racial equity and hear their insights on the role that cancer institutions can play.
      12:30 PM  -  1:15 PM
      NACCDO: CDO PANEL
      Learn from the CDOs of five of our member institutions who are leading the way in cancer center fundraising. The panel will discuss their approach to leadership as well as their predictions for the future of philanthropy for cancer centers. Questions for this panel will be accepted leading up to the discussion. Session to be moderated by Kelly O'Brien of Fred Hutchinson.
      12:30 PM  -  1:15 PM
      NACCDO: Driving Donor Love and Loyalty
      As fellow cancer centers, we have a high volume of tribute donors and try varying techniques to improve the retention of donors and revenue. This may be particularly important as national trends continue to show a slow-down in fundraising growth. During this interactive session, a moderator will lead the group in discussion of varying metrics and investment in stewardship, and the communication strategies our shops employ. This session will touch on brand-building strategies, donor walls and recognition tools, and use of digital and direct mail communications.
      12:30 PM  -  1:15 PM
      NACCDO: Ethics in Grateful Patient Fundraising
      An overview of ethics as related to grateful patient fundraising. Topics to be discussed include the evolution of the Ethics of Grateful Patient Fundraising at the Fund for Johns Hopkins Medicine, review recommendations that came out of the 2017 Ethics Summit with the Johns Hopkins Medicine Philanthropy Institute, the Berman Bioethics Institute at Johns Hopkins, and the Association for Healthcare Philanthropy, and share next steps for implementing the recommendations throughout Johns Hopkins Medicine and beyond.
      12:30 PM  -  1:15 PM
      NACCDO: How to Become a CFRE
      This session will explore the process – from initial application to recertification – of becoming a Certified Fund Raising Executive. Earning your CFRE is a powerful, public way of showing your commitment to the field; to demonstrate your fundraising knowledge to your colleagues, board and donors, and to serve your organization and supporters more effectively. Join Chris and Mike as they cover tactics and process of earning your CFRE as well as share tips and strategies for the application and the exam
      12:30 PM  -  1:15 PM
      NACCDO: Reimagining, Pivoting and Moving forward in Peer to Peer Fundraising
      Learn how several rides, walks and runs reimagined 2020 and how they are moving forward in 2021. The session will cover how to build an engaging, mission driven virtual experience as well as how to create an in-person hybrid event in the middle of a pandemic.
      1:30 PM  -  2:45 PM
      NACCDO Business Meeting and Benchmarking (Available to NACCDO Members)

      Following the NACCDO Annual Business Meeting, this interactive session will present the results of the 2020 NACCDO Benchmarking Survey & Report, an annual survey of NACCDO members for the purpose of reviewing, analyzing, and comparing giving trends at NCI-supported cancer centers across the country. Through an overview of trends, panel discussions and Q&A, the session will provide a better understanding of how the survey can be useful to each NACCDO member organization. The NACCDO Benchmarking Survey & Report is the only annual review of giving trends at cancer centers across the U.S. and has become an invaluable resource for development officers. The 2021 Report includes comparative data on overall fundraising, giving by source and type, campaign activity and strategic investments by peer institutions. (Attendance limited to NACCDO Members) Results of the survey to be provided on request following the session from the survey administrator.

      3:00 PM  -  3:45 PM
      NACCDO: Annual Giving: Testing, Testing, Testing
      Will you pass the test? Join annual giving speakers from Abramson Cancer Center, Moffit Cancer Center and Roswell Park Comprehensive Cancer Center as they share results from exciting tests done on acquisition/reactivation direct mail appeals and a variety of different digital campaigns. You will definitely be able to make a difference by utilizing the winning strategies in your shop.
      3:00 PM  -  3:45 PM
      NACCDO: Board Leadership Conundrums, Rebuilding, Revising and Moving Forward
      A working session with UC San Diego Health – Moores Cancer Center leadership, sharing best practices, what to do, what not to do and how to move forward.
      3:00 PM  -  3:45 PM
      NACCDO: Gaining Donors Through Virtual Events and Charity Streaming
      “Gaining Donors through Virtual Events and Charity Streaming” will discuss the benefits of virtual events for Annual Giving-level donors. We’ll touch on in-person events that pivoted to virtual in 2020 and the pros that surfaced from this new format, as well as how gaining a presence in charity streaming can help expand your reach and acquire a new, diverse group of donors.
      3:00 PM  -  3:45 PM
      NACCDO: Hot Trends in Planned Giving Marketing - What we've learned so far.
      Surveys, legacy challenges, webinars & third-party DAF, QCD and Will documents services
      3:00 PM  -  3:45 PM
      NACCDO: Make it Count on Monday: Real Takeaways For MG Strategy: Profiling gifts from $100k-$1 mil
      So you had a great weekend and it’s back to the grind or is it? Mondays are for strategizing! Please join us for Make it Count on Monday to hear creative ways to identify, cultivate and move your donors along to land the major gift!
      3:00 PM  -  3:45 PM
      NACCDO: The Importance of Diversity & Equity within the Communities Served by NCI Designated CCs
      Amid the pandemic of 2020, social conversations regarding injustice across communities arose as a transforming issue to address. Health disparities in underserved, rural and communities of color were at the forefront of conversations, as COVID impacted those communities in disproportionate levels. Healthcare leaders began transparent and difficult conversations to ensure that academic research institutions not only served all communities, but that their leaders, faculty, staff, fundraising boards, and donor bases represented the communities they serve. Dr. Ned Sharpless, Director, NCI, has spoken to his vision for the cancer center of the future and the importance of delivering evidenced-based care to every member of our communities. Dr. Rob Winn, Dr. Erin Kobetz and Dana Dornsife have been leading voices across our nation drawing attention to the deficiencies that currently exist. Join our discussion about how these leaders are influencing change, and what responsibility we, as development teams within our cancer centers, have to our donors and our mission.
       

      Wednesday, May 12, 2021

      2:30 PM  -  3:15 PM
      NACCDO: Annual Giving: Fueling a Piping Hot Mid-level Donor Pipeline
      Fueling a piping hot mid-level donor pipeline: Panelists will lead a conversation about techniques to qualify prospects and move eligible donors into mid-level giving programs, and mid-level donors into major gift portfolios. Topics will include best practices for cold-calls; use of and tools for nurture campaigns; roles of front line fundraisers vs. direct marketing communications; steps for discovery of major gift prospects; and the effectiveness of giving clubs.
      2:30 PM  -  3:15 PM
      NACCDO: Event Sponsorships in the New Normal
      Rethinking what we thought we knew when virtual elements become a permanent fixture in the return of live fundraising events.
      Speakers:
      2:30 PM  -  3:15 PM
      NACCDO: Legacies of Gratitude
      Patient fundraising programs are now viewed as a fundamental and necessary component of most hospital and healthcare foundations with comprehensive fundraising operations, yet still prioritize outright giving. A Clinical Planned Giving Program allows a fundraising team to be more proactive in inviting and confirming planned giving support, bridging the gap between conceptual collaboration and intentional engagement of grateful patients and their families. The Clinical Planned Giving Program at City of Hope was established to enhance the patient’s experiences as a donor, provide an effective analytical framework to encourage best practices for patient engagement, and support a shared success model across the philanthropy office. This session illustrates how the City of Hope planned giving team is using data from marketing surveys, coordinating navigation efforts, and developing relationships with clinical staff to further develop opportunities to engage patients and assist in their total giving efforts.
      2:30 PM  -  3:15 PM
      NACCDO: Lessons in Finance
      Session details coming soon
      2:30 PM  -  3:15 PM
      NACCDO: Major Gifts: Engaging Diverse Donors

      Building a Gift Pipeline through a Diversity, Equity and Inclusion Lens

      In this session, you will learn about a pilot project to build a gift pipeline at Northwell Health Cancer Institute’s Queens Medical Associate (QMA) a language-based oncology practice in New York City’s most ethnically, linguistically, and economically diverse borough. This pilot is part of Northwell Health Foundation’s Diversity, Equity and Inclusion Committee’s Southern Queens Project, whose mission is to create a culturally humble, sustainable, revenue generating multi-channel fundraising pipeline in communities that have traditionally been underrepresented in the Northwell Health Foundation supporter base. Fueled by this mission, Northwell Health Foundation gift officers Kate Kaming and Standley Charles are building such a pipeline. This session will highlight the scaffolding of the project, which involves partnerships with QMA leadership and Northwell Health Center for Equity of Care to develop culturally humble strategies for donor prospecting, engagement, solicitation and stewardship.

      2:30 PM  -  3:15 PM
      NACCDO: Prospect Research and Management: Measuring Impact in a Manageable Way
      In this session you will hear from 3 organizations who recognized a need for more quantitative reporting to communicate with leadership and fundraisers. University of Colorado Cancer Center’s Advancement Partners set out to analyze the outcomes of prospects referred from our physicians and clinical care departments, as well as the success rates of the various ways outreach was made to these prospects Dana-Farber Cancer Institute was tasked with tracking referrals from Prospect Research in order to evaluate leads by source, monitor assignment rates and prospect manager activity, and demonstrate fundraising impact over time. Memorial Sloan Kettering Cancer Center focused on improvement of portfolio reviews by starting with a list of questions that needed to be answered and then building the reports and data visualization from those. All three organizations will share how they collaborated and received feedback throughout the creation and roll out of these reports and tips on where to start within your organization.
      3:30 PM  -  4:15 PM
      NACCDO: Critical Communications: Stewardship’s Essential Role in Fundraising.
      Join us for a multi-institutional fire side chat, moderated by a SCAG co-chair. This discussion will feature best practices and stewardship essentials like stewarding annual fund campaigns and third party events, the rise of metrics and analytics, and stewarding donors along the giving continuum. Audience participation preferred.
      3:30 PM  -  4:15 PM
      NACCDO: Development Officer Burnout
      Session description coming soon
      3:30 PM  -  4:15 PM
      NACCDO: From the Pipeline to Major Gifts: Getting Your Start in Cancer Center Fundraising.
      New to cancer center fundraising? This session will provide two unique perspectives for starting out your career in major gift fundraising. Learn about getting your start in development, transitioning into a major gift role, and developing tools for a strong foundation for success. Join us as we talk shop!
      3:30 PM  -  4:15 PM
      NACCDO: How to Pivot and Plan for your Traditional Events
      Many in-person events pivoted to virtual in 2020 creating planning and execution challenges.  We’ll cover what worked, opportunities for improvement, what we learned (about our events and our donors), and what aspects have been forever changed in planning traditional events.
      3:30 PM  -  4:15 PM
      NACCDO: Making the Virtual Ask
      Session description coming soon
      3:30 PM  -  4:15 PM
      NACCDO: Transformational Gifts

      Leveraging Anonymous Transformational Gifts to Propel Your Cancer Center's Mission, Vision and Goals:

      How does your institution define a “transformational” gift? Is it a set dollar amount? Does it vary by organization size? Reinforce your understanding of what makes a gift transformational and how to secure the best chance for your organization to receive a transformational gift. We are defining a transformational gift as one that takes the donor’s giving to a new level and propels an organization forward in a fundamental way. Join Sarah Christensen and Bob O’Brien as they discuss two anonymous transformational gifts, how their organizations are leveraging them to inspire others and the cultivation and stewardship that led these donors to leave transformational gifts in their estate plans.


    • PAMN Sessions
    •  

      Monday, May 10, 2021

      5:00 PM  -  6:00 PM
      PAMN 101
       

      Tuesday, May 11, 2021

      12:30 PM  -  1:15 PM
      PAMN: It’s Not Easy Being Part of a Matrix Organization
      Cancer centers that belong to a matrix organization (university, medical center, etc.) have a set of unique challenges that freestanding cancer centers don���t need to worry about. Sometimes, it can be confusing to explain how your Cancer Center fits in with the bigger picture of the institutional hierarchy and goals. Often, you may butt up with marketing teams that don’t understand the importance of maintaining your center’s independent identity and branding. In this session, we will hear from our colleagues at matrix organizations about how having an umbrella over their center both hinders and bolsters their communications efforts.
      12:30 PM  -  1:15 PM
      PAMN: Live Chat in Healthcare
      Does your call center field hundreds or even thousands of informational questions a month? Do you know how well you’re helping patients and families find answers to their questions online? In this session, learn how the Siteman Cancer Center at Barnes-Jewish Hospital and Washington University School of Medicine in St. Louis partnered with Loyal to implement their Guide chatbot on the Siteman website. Guide assists patients and their families in finding information and completing important tasks.
      Speakers:
      12:30 PM  -  1:15 PM
      PAMN: NCI Update
      It’s a busy time at NCI and with so much going on, we’re excited to update our PAMN counterparts on the topics that have been top of mind for NCI. Now that the end is in sight for the COVID-19 pandemic the public health community as whole, and especially the cancer community are hyper focused on equity and inclusion in all areas of cancer care and research. In our presentation we’ll highlight what NCI is doing now and future goals for addressing health equity in the cancer community. In addition, we will discuss some highlights and provide updates on the commemoration efforts for the National Cancer Act 50th Anniversary. Lastly, we’ll cover the recent visit from First Lady, Dr. Jill Biden to an NCI cancer center and what the new administration’s emphasis on cancer may mean for us.
      1:30 PM  -  2:45 PM
      PAMN: Hitching Your Wagon To The Right C-Suite Star
      Becoming a senior leader at your organization may seem glamorous and financially lucrative, but what is the real story behind the title? In this panel discussion, five of PAMN’s senior leaders will discuss how they set a course for leadership and how they continued to maintain that level of influence throughout the years. In this session, this panel will discuss what they look for in identifying future leaders, and how the selection is made to further develop staff. This engaging team of professionals will also share their perspective about marketing oncology products in the future, as well as the future of marketing/communications/media relations. You will also gain insight on how to become an influencer and how to secure a seat at the C-Suite.
      3:00 PM  -  3:45 PM
      PAMN: Cartwheels through Covid:

      How physician relations leaders evolved due to the pandemic; effective strategies that are here to stay

      As the pandemic changed how our communities engage with each other, the job of a physician relations leader was forever changed. Liaisons who were actively working in the field were grounded. Strategies that were in place to build new business were halted. Many of us had to find new ways to leverage different communication strategies to make connections. In this presentation, hear from a panel of Physician Relations affinity group leaders about what they have learned and how the work to build referral relationships is forever changed.

      3:00 PM  -  3:45 PM
      PAMN: Partnering with Government Relations to Positively Influence Cancer Public Policy
      Dynamic discussion focused on the key federal cancer public policy priorities facing our centers in 2021. The expert panel will provide an overview of key federal cancer public policy priorities in 2021 and how Marketing/Communications professionals can partner with government relations to have an impact on influencing cancer public policy initiatives.
      3:00 PM  -  3:45 PM
      PAMN: Sharing the Adolescent and Young Adult (AYA) Cancer Experience
      Reaching out to adolescent and young adult cancer survivors and providing them a platform for their voice is critical in order to improve the experience for this patient population. Learn how marketing and communications professionals from different centers have used creative strategies to reach patients who often times are lost between the worlds of adult and pediatric oncology.
       

      Wednesday, May 12, 2021

      2:30 PM  -  3:15 PM
      PAMN: Brand Activation/ Recognition A Puck & Some Luck: Using Hockey to Tell the Cancer Center Story
      Pro sports teams often drive public discussions, from small talk with strangers to social media posts that go viral. In St. Louis, home of an NHL championship drought for 50 years, the Blues went from last in the league to the top spot, improbable Stanley Cup winners whose ecstatic fan base couldn’t get enough. By leveraging key partnerships and positioning the sports saga as a story of hope, inspiration and achievement, Siteman Cancer Center made itself a part of the conversation – appealing to the public and patients, alike. Hear how the marketing and communications team used social media and advertising to spotlight patients, caregivers and researchers while advancing brand awareness and fostering a greater sense of community.
      Speakers:
      2:30 PM  -  3:15 PM
      PAMN: Patient Education Across the Cancer Care Continuum:

      From Screening to Diagnosis, Treatment and Beyond.

      There are a variety of ways to support, educate and empower patients while marketing your cancer center’s services, expertise and other key differentiators. This session will cover a wide range of initiatives utilized by cancer centers around the country in order to reach potential patients, build cancer center awareness, and improve access to care throughout the cancer patient journey.

      2:30 PM  -  3:15 PM
      PAMN: Writing a Creative Brief
      Investing time at the outset of a project to write a creative brief can have many long term benefits. Being clear on messaging, audience and delivery channels can ultimately save you time and money, even if it may seem like extra work. In this session you will learn best practices in writing a creative brief.
      3:30 PM  -  4:15 PM
      PAMN: Enhancing Community Outreach & Engagement Efforts through Mktng, Communications & Social Media
      Community Outreach and Engagement (COE) has become a critical part of the National Cancer Institute’s evaluation of cancer centers, highlighting the importance of evidence-based findings reaching the people who could benefit from them. Particularly, underserved communities need culturally tailored programs focused on cancer prevention and screening. Here, we present a panel of experts who can show you how their institution has enhanced COE efforts through channels that would traditionally fall in the space of marketing, communications and/or social media.
      3:30 PM  -  4:15 PM
      PAMN: Hit Me With Your Best Shot
      This session offers an informal environment in which you and your colleagues can discuss important and timely issues regarding the web, marketing, social media, staffing, resources, and more. Come prepared to take part in a lively discussion about a broad range of issues facing those of us who work in cancer-focused public affairs and marketing. Curious about how others are dealing with challenges similar to those that you are facing? This session will feature seasoned professionals who will share their knowledge and experience.
      3:30 PM  -  4:15 PM
      PAMN: When HR & Communications Converge: A Perfect Recipe for Effective Employee Engagement
      The boundary between the roles of HR and employee communication can be blurry, but one thing is certain — true employee engagement requires both. This session will look at a case study from outside cancer marketing to provide take-home lessons on how to effectively collaborate with your HR colleagues to move the mark in employee engagement through effective communication strategy.

    • Social Think Tank Sessions
    •  

      Tuesday, May 11, 2021

      4:00 PM  -  4:45 PM
      Amergent with VCU Massey -Finding legacy donors in the data base through analytics and direct mail
      An annual giving donor file can provide a rich source of planned giving prospects. Our session will describe the tactics used to find likely planned giving prospects within the file through data and analysis. We will share the collateral sent to these loyal donors and the successful outcome of the project.
      Speakers:
      4:00 PM  -  4:45 PM
      Doximity with UK Markey CC: How Physicians Learn: The Digital Revolution

      It takes 11-14 years to become a physician, during which physicians are taught how to think and learn as clinical experts. However, the foundational tools of practicing medicine (memorization, case studies) sometimes contradict the modern digital information world in which they learn today. All this specialized training differentiates them from the typical consumer, requiring a strategic approach when developing physician marketing campaigns.

      Doximity provides a content marketing platform for hospitals to reach and organically build meaningful connections with potential referring clinicians among its more than one million verified members nationwide. Over 200 hospitals, including UK Markey Cancer Center, are currently partnered with Doximity, building awareness around their most advanced clinical services and expanding their referral networks.

      Seeking additional referral streams, UK Markey Cancer Center enlisted their own physicians as brand ambassadors to reach out to a highly targeted group of potential referring physicians, without ever having to make a phone calls or enter a physician’s office, all the while building meaningful relationships online.

      In this session, Dr. Amit and Erin will share: what they learned about tailoring content marketing campaigns to physicians, best practices for oncologists, and the results of a UK Markey Cancer Center’s campaign.

      Keywords: patient acquisition, digital marketing, revenue growth, service line marketing

      4:00 PM  -  4:45 PM
      Endeavor Management with Roswell Park - Stay Ahead of the Consumerism Curve

      Welcome to the decade of healthcare consumerism! How often have you heard...if you could only do this like x? Your patients and referring physicians no longer set their expectations by comparing you to other hospitals – you’ve got to think more broadly than that. We will share key trends, tools and experiences of how leaders in healthcare are embracing consumerism.

      Keywords: healthcare consumerism; healthcare marketing trends; cancer experience management

      4:00 PM  -  4:45 PM
      Marts & Lundy with UC Davis - Gratitude Overcomes Doubt
      Don’t believe everything you read! Patient and family giving is ethical, strong and sustainable! Recent articles in the New York Times, the Journal of the American Medical Association, and other national publications have trumpeted concerns from patients and physicians about both the ethics and the execution of “grateful patient fundraising” programs. Our presenters take issue with the accuracy of the studies and the skewed perspective of the articles. In this session, we will use our work at UC Davis Cancer Center—and other institutions-- to illustrate an approach that will resonate with your cancer center’s top leadership. The model being implemented at UC Davis is one that is sustainable – an important factor that ensures ongoing learning, maturation of the program and capacity to grow the number of clinicians and other care providers engaged. We will spend time exploring where the program stands now, lessons learned and short-term and long-range plans for continued capacity building.
      4:00 PM  -  4:45 PM
      Patient Resources with Univ. of Kansas - System Solution to Bettering Patient Experience & Education

      Patient experience as a quality measure in cancer care is an increasingly important tool for healthcare organizations and providers to demonstrate patient-centered care, meet accreditation standards, and develop marketplace differentiation.

      Since 2013, the University of Kansas Cancer Center and Patient Resource, LLC have partnered to deliver a navigation and patient education system (Patient Resource Navigator) and have evaluated this system to identify improvements in self-reported measures of patient experience. Content management tool ensures reliable, up-to-date medical information with ability to make instantaneous changes.

      This partnership was featured during presentations at the 2019 Oncology Roundtable National Meeting. The University of Kansas Health System incorporated the system into its cancer center navigation workflow, coordinating oncology patient care and providing personalized education for individuals with an oncology diagnosis. Between program initiation and October 2019, more than 32,000 patients have been enrolled and benefitted from this patient experience.

      Key words: Experience; Education; Retention; Survivorship; PROs

      4:00 PM  -  4:45 PM
      TrueSense Marketing with MD Anderson & Mayo: Reimagining Acquisition in the Post-COVID Era

      COVID-19 has impacted the entire world, including how NCI-Designated Cancer Centers acquire new donors. With canceled events, a heavier reliance on digital marketing, and a changing patient demographic, Cancer Centers must pivot their donor acquisition programs in order to enjoy sustained revenue from their future acquisition classes for years to come. Whether you have a robust acquisition program that needs to be fine-tuned or are looking to overhaul your outdated acquisition tactics, this session is for you. The Mayo Clinic, MD Anderson, and TrueSense Marketing will share what a successful donor acquisition program looks like in 2021 and beyond. With decades of experience with cancer center annual giving programs between them, Adi Espat from MD Anderson, Angelo Licursi from The Mayo Clinic, and Eric Johnson from TrueSense Marketing will highlight elements from successful programs that demonstrate industry best practices, leverage smart trends, and are poised for long-term success.

      KEYWORDS: Campaign Planning; Donor Acquisition; Grateful Patients; Annual Giving

       

      Wednesday, May 12, 2021

      4:30 PM  -  5:15 PM
      Blackbaud, Duke & VCU: Balancing the Art & Science of Fundraising to Boost Gift Officer Performance
      There is undeniably an art to fundraising. Cultivating long-term relationships with donors and working your way into their hearts is an art. As is the ability to marry a donor’s passion with your organization’s needs. But science also has a role in fundraising. Data can indicate the best prospects for gift officers to work with, areas of improvement, and informs development of a prescribed process. The key is finding the right balance. This panel of fundraising leaders will share their experiences and ideas for striking the right balance between art and science in major gift fundraising.
      4:30 PM  -  5:15 PM
      Casual Astronaut with Vanderbilt - Reputation: It’s More Than Rankings

      Attracting patients. Recruiting top physicians and researchers. Winning visibility on digital and social media. In an increasingly competitive marketplace, your health system’s reputation is more important than ever. Learn how Vanderbilt University Medical Center – home to the Ingram Cancer Center – shifted from relying on news outlets, third-party physician platforms and medical journals for coverage and exposure to creating their own digital content hub and publishing effort to drive national reputation. We’ll also share the metrics and techniques VUMC and Ingram are using to measure their success.

      Attendees will gain insights around:

      • Leveraging their institution’s unique research and clinical expertise to enhance their in-market and national reputation

      • Developing an integrated digital marketing program to reach physicians and impact reputation scores

      • Creating a content strategy based on their hospital’s service lines and specialized research that can support US News & World ranking efforts

      • Maximizing the impact of your organization’s participation at ASCO and other academic conferences

      Keywords: Physician Marketing; Physician Communications; Physician Content; Institutional Reputation

      4:30 PM  -  5:15 PM
      CCS Fundraising with Duke - The Human Side of Systems: Why Change Management Matters
      In today’s ever-changing environment, many organizations are seeking to become agile and data-driven, able to learn from past performance, identify and capitalize on opportunities, and build on what works to achieve sustainable growth. Many are investing in new systems and software, industry-leading technology promising to revolutionize access to insights for experts and laymen alike. Why then do so many systems, analytics and digital transformation efforts fall short of expectations? Using a case study, this session will highlight how a change management was central to the success Duke Health Development and Alumni Affairs (DHDAA) found in optimizing its approach to information management. Following a successful campaign, the leading academic medical center partnered with CCS to evaluate its IT infrastructure, systems and processes in preparation for future growth.
      4:30 PM  -  5:15 PM
      Moore with Children's Hospital of Philadelphia - Big Data & Grateful Family Donor Marketing, Part 2
      In 2020 Children’s Hospital of Philadelphia and Moore DM Group partnered together to improve the Grateful Family program. Together, they rebuilt the data flows from clinical systems to foundation, developed a donor state model and leveraged the SimioCloud to determine data affiliation markers that would create more effective Grateful Family marketing. Beyond traditional wealth screening, additional data flags including marketing touch points, other donor behavior activity such as number of medical appointments, length of stay, distance traveled, severity of treatment, social media activity (and many others), were combined with persistent key technology to produce a better-informed set of Grateful Family marketing data scores. We presented the initial model and how it was used and the performance we saw in a January 12, 2021 NACCDO Social Think Tank online presentation. In that presentation we identified (1) opportunities to update and refine the model, and (2) opportunities to test the model in various new donor acquisition and donor cultivation programs. Using new scoring data, we placed these people into a marketing automation series (Salesforce marketing cloud) that adjusts pacing, tone and messaging content based on depth of relationship established in the score, for multichannel automated touch points. We will present the next round of results from updated cloud-append scoring, plus additional results from a model created for major gifts donor marketing; and the next steps we will take to support Grateful Family marketing at Children’s Hospital of Philadelphia.
      4:30 PM  -  5:15 PM
      Stamats with Roswell Park -Telling a Complex Story in a Non-Complex Digital Way
      Building off a newly relaunched patient-facing website, Stamats and Roswell created a full-spectrum content strategy and development plan to better integrate the research, education, and patient care into one cohesive site. This data-driven strategy not only represents industry best practices, but also focuses on measurable user journeys, dynamic content, and memorable writing. The new Education and Research sites will tell Roswell’s story of historic and exceptional cancer science and training.
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