Media Leadership, West Coast Chapter

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NETWORKING BREAKFAST (9:00 – 9:45AM)
WELCOME/INTRODUCTIONS (9:45 – 10:00AM)


I. THE REMEDY FOR BLAND HEALTHCARE MARKETING: REINTRODUCTING A PIONEERING BRAND (10:00AM – 10:45AM)
People like "health" & they like "care" but not "healthcare". As an industry, healthcare is complicated, intimidating & bureaucratic. Sutter Health is empowering patients & caregivers by breaking down these industry barriers. They are re-launching our brand, dismissing tired conventions & re-framing ourselves as a $12B Northern California start-up. In this session, Mac Tillman, VP of Brand Marketing at Sutter Health, will share how Sutter Health has reintroduced itself, through a "Tent Pole" media strategy, as the custodians of remarkable promise, proudly caring for northern California, birthplace of pioneers.

Speaker:
Mac Tillman, VP of Brand Marketing – Sutter Health


II. HUMANA & WEIGHT WATCHERS: DRIVING HEALTHCARE CONSUMER ENGAGEMENT THROUGH DIGITAL, VIDEO, AND SOCIAL MEDIA (11:00AM – 11:45AM)
Humana is a U.S. Fortune 53 leading healthcare company. The healthcare industry is a unique, complex, and quickly changing landscape - making for interesting marketing challenges and case studies. In this session Karen Lee, Wellness Innovation Partnerships Leader will share how Humana partnered with Weight Watchers to leverage the power of brand, drive consumerization of healthcare products, and increase health plan member engagement rates. This two-year case study showcases a successful content marketing strategy that encompasses storytelling, digital assets, video, and social media outreach.

Speaker:
Karen Lee, Wellness Innovation Partnerships Leader – Humana


LUNCH 11:45 – 12:30PM


III. ESURANCE: BEST PRACTICES FOR LEVERAGING INFLUENCERS (12:30 – 1:15PM)
Esurance, insurance for the modern world®, provides auto, homeowners, motorcycle, and renters insurance direct to consumers online and over the phone. In this session Sarah Evans, Social Media Manager, and Kristen Gambetta, Brand Partnerships Manager will share their best practices and insights on how they used an influencer strategy, with HGTV's The Property Brothers, to build brand confidence through engaging video and content.

Speaker:
Sarah Evans, Social Media Manager– Esurance
Kristen Gambetta
, Brand Partnerships Manager - Esurance


IV. MEMBER ROUNDTABLE DISCUSSION: TOP MEDIA ISSUES (1:15 – 2:00PM)
So many important issues and so little time! In this ANA member roundtable, we will ask the Committee to share their thoughts on the following media issues and discuss topics. Key topics will include:

1. Programmatic / Agency Trading Desks
2. Native Advertising
3. Measurement
4. Data / Media Attribution
5. Global Media Management
6. Media Agency Management
6. Mobile
7. Branded Content

Facilitators:
Michael Kelly, Senior Influencer Program and Social Media Manager, Plantronics, Inc. and ANA Media Leadership, West Coast Committee Chair
Meghan Medlock, Senior Director, Committees and Conferences – ANA