Schedule of Events: 2017 Treatment Center Executive & Marketing Retreat

Welcome and Policy Update

Honorable Mary Bono, Principal, FaegreBD Consulting

This presentation will provide an overview of key laws and regulations affecting addiction treatment and recovery such as the Mental Health Parity and Addiction Equity Act (MHPAEA), Affordable Care Act (ACA), the Medicare Access and CHIP Reauthorization Act of 2015 (MACRA), and other Department of Health and Human Services (HHS) regulations affecting access to addiction treatment as well as the recently passed Comprehensive Addiction and Recovery Act (CARA). The status of implementation and enforcement of these laws will also be provided.

Recommendations for more timely implementation and enforcement of these laws will be provided as well as trends the presenter sees that are occurring or are likely to occur because of the rapid transformation underway in the addiction treatment and recovery industry..

Staying Competitive in a Crowded Market: The Executive’s Action Plan for Surviving and Thriving

Doug Tieman, President and CEO, Caron Foundation

The behavioral healthcare field is undergoing incredible changes—they may seem new, but they are not unprecedented. In the 1990s the field faced similar upheavals with the advent of managed care and the rapid consolidation, and later unraveling, of large psychiatric systems such as Charter and Parkview. The latest generation of executives at small- and medium-sized organizations are looking for how they fit into new market realities, while larger organizations are trying to avoid past mistakes while pursuing rapid growth. To provide a historical perspective and action plan on successfully leading a behavioral healthcare organization, join Caron Foundation President and CEO Doug Tieman as he shares lessons learned from his more than 30-year career in the field, including leading Caron since 1995.

Executive Track

The ABC’s and 123’s of Operations Improvement

Michael Clingan, Principal, The Claymore Group

Many behavioral health organizations have launched broad process improvement programs using a variety of tools and approaches, including Lean and Six Sigma. Unfortunately, most have failed to reach their original goals or full potential, while a few have even caused organizational confusion and a decrease in client-service quality. What has often been missing from these programs is a framework and set of specific tools that encourages collaboration across functional silos, that effectively sequences initiatives, and which is useful on a day-to-day basis. This presentation addresses this need while supporting care quality, increasing profitability, and any resulting organizational change and development requirements.

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Marketing Track

Google Update: What the Latest Changes Mean for your Treatment Center

Josh Weum, Digital Ambassador, Google Agency

Search engine optimization (SEO) and marketing (SEM) are essential components of generating admissions for any treatment environment. Understanding Google’s latest updates, nuances, and upcoming changes is essential to ensure behavioral healthcare programs not only achieve high rankings but also are accurately represented online. The Treatment Center Executive & Marketing Retreat has recruited Google digital ambassador Josh Weum, who has experience working with treatment centers, to share his perspective and insights. Attendees of this presentation will learn:

What is new with the Google search platform including YouTube innovations, the evolving SERP structure, addiction-specific trends and findings, and how virtual reality will begin to impact treatment centers
How to separate themselves from competitors. This session will explain how prevalent AdWords waste is in the field, how every treatment center needs to take ownership of its own branded name and related terms, and how AdWords specifically can help a treatment center’s Google marketing campaign keep up with peers that have significantly deeper pockets.
The importance of ethics and compliance with Google policies. A Google penalty (or worse--lifetime ban) can be a death’s knell for a growing business. The session will detail processes that treatment centers can use to stay on the straight and narrow while carving out their niche online.

Executive Track

Budgeting Ethics

Michael A. Gillette, PhD, Bioethical Services of Virginia, Inc.

This highly interactive seminar will provide an introduction to some of the most interesting and difficult ethical issues in the provision of mental health services in an environment of scarce financial resources. We will demonstrate a practical approach to ethical reasoning that can be applied to a variety of sub-topics including prioritization and micro-allocation, macro-allocation and budgeting across service areas, and ethical issues regarding non-payment and no-shows. This session will provide a case-based discussion of relevant moral issues.

Marketing Track

How to Grow Your Treatment Center Using Inbound Marketing

Jeffrey Vocell, Principal Product Marketing Manager, HubSpot

Healthcare and marketing have changed significantly over the past few years. Generating interest and admissions no longer works using the same old techniques and requires that we shift the way we approach customers. Join us for this session and learn how Inbound Marketing can help you attract new admissions, convert them, close them as customers, and ultimately delight them while doing so in a ethical and human way.

Panel Session

From the Crystal Ball to the Boardroom: Preparing for the Next Wave of Changes in Behavioral Healthcare Services

Panelists:

Daniel Gemp, CEO, Dreamscape Marketing

Kevin Taggart, CM&AP, Managing Partner, Mertz Taggart

Matthew M. Dorman, Co-Founder & CEO, Credible Behavioral Health Inc..

Todd Seder, Vice President, SAS Group

Behavioral healthcare is a rapidly growing field. In just the past decade, search engine optimization, electronic health records, and the influx of private equity have radically transformed the delivery and management of mental health and addiction treatment services. To guide senior leaders of treatment centers as they develop short-term goals and long-terms strategic plans, the Treatment Center Executive & Marketing Retreat has organized a panel of experts to forecast the emerging trends that will have an impact on the field in the coming years. Drawing on their experiences both inside and outside the field, panelists will offer guidance on how to prepare treatment centers for future growth--and potential challenges. Bring your own questions as we gaze into the crystal ball and examine predictions for the decade ahead.

Sponsored By:

Dreamscape Marketing

Credible

Mertz Taggart

SAS Group

Executive Track

The 12 Missteps of Recovery Centers

Bruce F. Singer, PsyD, Chief of Psychology, Crossroads Centre Antigua, Chief Visionary Officer, Treatment Rehab Professionals LLC

With over 14,000 treatment centers in the United States alone, creating and/or sustaining a successful and competitive recovery center has never been more challenging. Simple missteps in management and clinical delivery can negatively impact the value of a treatment center, both to perspective clients and to perspective purchasers. This presentation focuses on 12 mistakes that are commonly made by the majority of programs and how these need to be addressed from the top down to improve employee morale, clinical outcomes, and perceived value in the marketplace.

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Marketing Track

The Power of Myth: Why Living the Brand is the Most Critical Healthcare Marketing Goal

Kris Washington, Founding Partner, Psynchronous Communications, Inc.

The powerful potential of crafting, maintaining and projecting a cohesive, compelling brand represents a missed opportunity for many addiction-treatment programs and the executives and marketing professionals who run them. This presentation addresses some common misunderstandings of what brands are, the role that they can play in creating meaningful preference, and in establishing differentiation that builds business, reputation and evangelism. Through example and discussion, this presentation explains the value of developing a brand that accurately reflects the values, ethics, mission and practice of a program. It also posits a direct relationship between a program’s branding and its practice of providing care. This discussion of branding is specifically geared toward the addiction treatment audience from the perspective of agency veterans who help develop and project addiction-treatment brands every day.

Executive Track

Results Driven Management and the Business of Behavioral Health

Jim Clarkson, MA, LADAC, CEO, ViaPositiva

Kathie Infante-McBroom,, Founder, Synergy Business Group LLC

Results-Driven Management and the Business of Behavioral Health is not only about strategy, but also about tactical day-to-day execution of the business, a recovery-oriented, trauma-informed environment and culture. Results-Driven Management companies experience an average of 25% improvement in critical day-to-day activities in less than 6 months. Results-Driven Management is about creating peer- level accountability and objective measures to ensure that tactical day-to-day business activities are being executed so that your executive team can work more on growing the business and less on running the business. CEOs will learn and apply proven processes for significantly improving the performance of their companies’ critical operational activities and understanding the roles of recovery and trauma in making change in behavioral health organizations. This insightful and experiential session includes exercises and useful notes to create a valuable learning experience so the members leave with a game plan for being Results Driven.

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Marketing Track

Mission Centered Marketing: Transforming the Outreach Effort into a Space for Authentic Connection

Jordan Watson, MA, Director of West Coast Outreach, Monte Nido and Affiliates

Successful marketing or outreach efforts remain grounded in real human relationships. An organization’s marketing and outreach team lead this work to establish trust in relationships within the professional treatment community. The most effective representatives are centered in an organization’s mission and connect from a posture of authenticity. Great marketing and outreach directors lead their team to 1). Embody the mission, 2). Establish true connection, 3). Empower ongoing collaboration, and 4). Enact change in a region. In this presentation, audience members will learn how to both identify these qualities in the hiring process and develop the “Four E’s” in a marketing team. Participants will also learn best practices to measure marketing representatives, and explore examples of mission centered marketing professionals.

Plenary

Public Policy and the Law of Marketing Treatment Programs

Anelia Shaheed, Esquire, Associate; Law Offices of Julie W. Allison, P.A..; American Addiction Treatment Association

Over the past 12-18 months, there has been a surge in audits and investigations of drug treatment program marketing and recruiting practices as part of a broader health plan and government regulatory focus on fraud, waste, and abuse. Due to a relaxed history of enforcement as a primarily “cash-pay” business prior to the enactment of the Affordable Care Act, the drug rehab space has developed a liberal culture of paying marketers for patients. This presentation will address and provide insights into the key terms to understand the fraud and abuse minefield related to marketing; understanding Compliant Marketing; avoiding false or misleading or deceptive claims; and avoiding other legal violations in marketing.

Executive Track

HOLDING IT ALL TOGETHER: Applying Psychodynamic Insights into Leading a Behavioral Health Care Organization Through These Times of Great Change

Jef Mullins, CEO, Waters Edge Recovery

Most management systems and theories are essentially mechanical, based around things you can measure and monitor directly. However, people are complex, and they are not machines. They have powerful wishes, fantasies, conflicts, defensive behavior, and anxieties. Some are conscious, but many are beyond consciousness. It helps to have an understanding of how our people feel, think and act to understand how we get so very, very stressed. What really goes on in organizations takes place in the intrapsychic and interpersonal world of human beings, below the surface of day-to-day organizational behaviors. The presentation will address, in colorful, accessible terms, the concept of projective identification, wherein the anxieties, loss and hopelessness of our clients are projected into our frontline staff and up through the organization. The discussion will identify and evaluate the myths and truths about what it means to be an effective leader.

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Marketing Track

CEO vs CMO Smackdown: How to Set Goals, Budgets, and Evaluate Marketing Dollars from Both Perspectives

Daniel Gemp, CEO, Dreamscape Marketing

Executives from both sides of the finance & marketing table will be able to understand the investment potential of marketing budgets. They will also learn the most important KPIs and data components to evaluate marketing effectiveness.

Communicating Value Through Branding

Lee Pepper, CMO, UHS Addiction Services

In 2014 Lee led a marketing analysis of UHS’s Memphis substance use disorder center. Lee and his team used site visits and service projects to identify patient experience gaps. Then they coupled payor trend data with marketing analytics to determine an improved strategy. Would they go local, regional or national? What programs were missing? What capital was required? During his talk Lee will walk attendees through the internal politics and the external challenges of his team’s conversion of La Paloma Treatment Center into The Oaks at La Paloma. You will gain insight into his re-imaging techniques and be inspired to challenge your conventional notions of your brand.

Plenary Session:

Emotional Leadership

Miles Adcox, Owner and Operator, Onsite

This highly interactive session will address the challenges of developing the next generation of leaders and how established leaders engage in an authentic, accountable, empowered, courageous, and compassionate manner that will affect organizations, strategic partners, and our industry as a whole. Miles will explain the concept of Emotional Leadership and focuses on how emotional health of you and your staff impact your outcomes and your bottom line.

Post-Conference Deep Dive:

So You're Onboard With a Strong Ethics Policy: Now, What's Next?

Ben Cort, Founder, Addiction Treatment Marketers' Organization/Cort Consulting

At the Treatment Center Executive & Marketing Retreat, executives and senior marketers will hear from many speakers about the importance of ensuring staff adhere to ethical standards, the legal implications for transgressions, and how the field is coming together to address these challenges. Yet time-strapped leaders face the daily challenge of maintaining census--how do they find time to also develop policies and procedures to ensure that staff at all levels are adhering to the organization's ethics policy? The Addiction Treatment Marketers' Organization has brought together experts to identify ways in which treatment center owners and operators can integrate ethics into their daily processes and organizational improvement efforts. Join ATMO for a deep-dive session to take the theoretical ideas into practical reality as treatment center marketers share how to improve marketing operations while building an ethically robust organization.

Upon attending this session, attendees will be able to:

Share practical steps for incorporating ethics into daily marketing decision making
Discuss how to monitor and track calls within ethical and legal guidelines
Identify ways to create an ethics policy that is shared and operationalized by all departments of the treatment center
Examine how a strong organizational ethics policy can be an actionable asset in marketing a program

Monday, May 8, 2017

Tuesday, May 9, 2017

Wednesday, May 10, 2017

Founded and Produced by the Publishers of

Founded and Produced by the Publishers of

Association Partners

Monday, May 8, 2017

Tuesday, May 9, 2017

Wednesday, May 10, 2017

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Founded and Produced by the Publishers of

Founded and Produced by the Publishers of

Association Partners