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Keith Jensen

MA

Chief Marketing Officer | Waud Capital Partners

Keith Jensen is the Chief Marketing Officer at Waud Capital Partners, a leading growth-oriented private equity firm. In this role, he advises multiple middle-market healthcare companies—ranging in size from startup to more than 150 locations—in several industries, including physical therapy, gastroenterology, dermatology, dental, vision, and petcare. Previously, he served as Vice President of Sales and Marketing at Ivy Rehab Network. Prior to Ivy Rehab, Keith led teams at healthcare-focused advertising agencies, which resulted in numerous advertising and marketing awards. Keith has more than 15 years of experience in all areas of marketing, including strategy, branding, tracking, analytics, sales, and creative. Keith holds a B.A. and M.A. in mass communication from the University of Central Florida (UCF). After graduating, he went on to teach at UCF for eight years and co-authored a study that was published in the American Behavioral Scientist.

SESSIONS

Friday, September 20, 2019

A Guide to the Healthcare Marketing Ecosystem

3:15–4:45 PM

Instruction Level: Intermediate

Many healthcare companies know the marketing basics: build a website, use social media, print ads, and maybe launch some adwords campaigns. But, marketing strategies like patient engagement, retargeting, NAP consistency, thought-leadership, and reputation management get thrown into the “nice-to-have” bucket, which means they rarely receive the budgetary or resource allocation necessary to operationalize them properly. Often, that’s because healthcare leaders don’t have a full picture of the patient acquisition ecosystem and how all of these components fit together to build a fully functional patient acquisition system.

This presentation will use simple infographics to help attendees visualize the interactivity of the marketing components that make up a sophisticated and effective marketing machine. In addition to discussing patient acquisition, we’ll stress the importance of patient relationship management (PRM) platforms that kick in after you acquire a patient and the critical data they feed back into the ecosystem, helping to convert more patients in the future.

Objectives

  1. Identify the core components of an effective marketing strategy designed to drive new patient volume.
  2. Assess existing marketing platforms and assets for improvement opportunities.
  3. Devise a marketing plan that incorporates critical elements like PRMs and reputation management.

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