Wednesday, June 7, 2017 from 10:00 AM to 3:00 PM CDT
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Kirby Medical Center 
1000 Medical Center Drive
Monticello, IL 61856

Driving Directions 


Stephanie Cartwright 

Legato President Mike Milligan has 25 years of experience in healthcare marketing and management, serving in senior leadership positions including vice president of marketing for Prevea Health and director of strategic communications for Aurora HealthCare before founding Legato. He is an active advocate for rural health through his involvement in NRHA and leadership positions with national associations such as the Society for Healthcare Strategy and Market Development, and the Wisconsin Healthcare Public Relations and Marketing Society, where he has earned the designation of Fellow. Mike is a sought after national speaker on various rural health topics including strategic marketing planning, physician relations, building outpatient surgeries, brand building, reputation management and reducing outmigration. Through a careful vetting process, Legato was chosen as a NRHA partner because of its proven track record of producing results and engrossing its team in understanding and responding to the needs of the rural healthcare community.  

This workshop will be implemented in a discussion-based format, encouraging collaboration and sharing of all ideas. Mike Milligan, President, Legato Healthcare Marketing, will serve as the featured presenter. He will share insights and techniques, but his role will also be to facilitate discussion and learning from one another. There will be time allotted for open discussion at both the beginning of the session and again at the end.


10:00-10:15 am Introductions and discussion of format, expectations of the day
Clarifying topics to cover, outlining goals for the day, and identifying any new issues that have surfaced since agenda was established. Please bring any marketing questions you wish to address.

10:15-11:00 am The Role of Marketing in Your Organization
How are you currently perceived in your organization? What's going well, and what isn't? What is the ideal way to position yourself in your organization to be of the most value? What is your C-suite looking for in marketiing? Is this the right expectation, and if not, how can I change it? 

11:00 am-12:00 pm Strategy Development, Marketing Planning, and Engaging Leadership
Areas covered within this section include developing a marketing plan, how to prioritize service lines and projects, and forming goals. Participants will review a systematic way to evaluate priorities and build consensus within their organizations, and to learn techniques for how to say "no" with the goal of producing results and enhancing the strategic value of your department. 

12:00-12:30 pm  Lunch in Kirby's Apple a Day Cafe

12:30-1:30 pm  Service Line and Specialty Physician Marketing
Review methods and techniques for effectively marketing service lines using traditional and non-traditional approaches. Learn how to navigate the challenges of staying compliant with Stark and Anti-Kickback regulations, in particular as it relates to involving non-employed physicians in your advertising. Other related topics will include referral marketing and finding the right media mix on a limited budget. This will be a discussion of best practices; however, the facilitator is not offering legal advice.

Depending on availability, the group may have an audience with Steve Tenhouse, CEO, Kirby Medical Center. More details to follow.

1:30-3:00 pm Key Issues and Topics of Interest / Wrap-up
This section will be devoted to specific areas of interest identified in the planning stage of this workshop, as well as addressing other areas that have surfaced during the meeting, which could include, but are not limited to: tracking advertising success, securing corporate sponsors, securing testimonials and using them for multiple purposes, branding, editorial calendar for digital marketing, using authentic videos, the approval process including signed consents, and direct mail and publications.