Direct to Consumer

Panel Presentation

(DTC11) Turning the Consumer into the Patient: Marketing for Health Systems to Drive Virtual Clinic Utilization

Tuesday, April 25
12:45 PM - 1:45 PM
Location: W224 CD

This session led by Naila Lalani, Vice President of Client Services for Carena, will explore how proper implementation, strategic partnership and the right set of digital marketing tactics will empower health systems to drive virtual care awareness and utilization through web and mobile experiences.

Mobile devices have become a key entry point into the online world. Consumers turn to their devices for everyday needs like banking, ordering an Uber, finding directions and shopping online. Why should seeing a doctor be any different?

The rise of mHealth and the widespread use of mobile devices makes it easier and faster to access a variety of healthcare options. A recent survey by Pew Research Center found that 62 percent of smartphone owners have used their phone in the past year to look up information about a health condition. Due to rising healthcare benefit costs, 90 percent of employers are planning to make telehealth services available to their employees next year. As consumers look for an affordable and convenient care option, it is up to health systems to market their virtual care clinics as an integrated and a cost-effective way to receive quality care.

In this session, attendees will learn how to choose the right digital channels along with supplemental traditional channels as part of a marketing campaign to successfully launch a virtual clinic. Presenters will discuss how an integrated virtual clinic model allows health systems to enter into the competitive telemedicine market. They will also present best practices for implementing a digital marketing strategy to drive awareness, patient acquisition and utilization in a consumer-driven healthcare market.

Those attending the session will hear expert insight from Jeaneene Gesell, Anytime Care Service Line Manager at Hospital Sisters Health System, about the system's experience in partnering with Carena to relaunch its virtual clinic, which resulted in the system growing virtual visits up to 50 percent month-over-month.

Learning Objectives:

Naila Lalani

Vice President of Client Services

Amy works with health systems to market their virtual care clinics and extend their brand to reach online health care consumers. Before joining Carena in 2015, Amy managed various acquisition marketing and product management teams at Amazon and zulily. She has experience building brand and communications strategy, launching new lines of business, building social and growth marketing programs, and improving site experiences to better serve customers. Amy is excited to apply this knowledge to the health care space and emerging telemedicine fields.


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Jeaneene Gesell

Anytime Care Service Line Manager
HSHS Medical Group

Jeaneene Gesell, PMP, joined HSHS Medical Group in 2015. Currently a Project Manager for the patient-first organization, she is responsible for the ongoing development of the Anytime Care service line and other new business development projects, helping HSHS Medical Group become a leader of innovation. Jeaneene drives growth of the program by analyzing data to drive marketing communications which includes social media, traditional media and grass roots community promotion.

HSHS Medical Group partnered with Carena, Inc. to develop and operationalize their Anytime Care Program, a virtual health care platform designed to allow patients to visit a provider without having to visit their office. HSHS Medical Group is a subsidiary company under the Hospital Sisters Health System (HSHS). Their mission is to reveal and embody Christ’s healing love for all people through their high quality, Franciscan health care ministry. HSHS provides state-of-the-art health care to their patients and is dedicated to serving all people, especially the most vulnerable, at each of the 15 Local Systems and physician practices in Illinois and Wisconsin.

Prior to her work at HSHS Medical Group, Jeaneene worked for 33 years in the insurance industry, most recently as Assistant Vice President of the Life Insurance Operations. She currently holds her Project Management Certification (PMP) and Lean Six Sigma Certificate. She is active with the Scleroderma Foundation to raise awareness of the disease and fund development by co-chairing an annual walk in Springfield IL.


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(DTC11) Turning the Consumer into the Patient: Marketing for Health Systems to Drive Virtual Clinic Utilization

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