Growing Membership: Moving From Transaction to Attraction

Tuesday, November 05, 2019
1:45 - 2:30 PM Shedd B

Overview

Throughout her storied marketing and PR career, Stephanie Moritz has ushered big name brands—including ConAgra Foods, The Hershey Company, and Jim Beam—to household name status. In 2015, she joined the American Dental Association as its Chief Communications and Marketing Officer—without a background in associations or dentistry. But her industry perspective has radically reconstructed the ADA’s marketing efforts, adding value for its members and reshaping its public perception to a friendly, trusted source of healthcare information—a far cry from its appearance as the sterile, authoritarian voice of the dental establishment. In this informative session, Moritz will tell the story of how a customer-centric approach took the 160-year-old ADA from analog to digital and eliminated the siloed thinking that often encumbers businesses both big and small.

In this session, Moritz will offer valuable takeaways on:

  • How design thinking can help you understand your customer’s unmet needs and motivations
  • Why research is not the first step of the process, but one facet of a continuous feedback and improvement loop
  • Identifying the highest and best use of your team for notable impact

This can’t-miss presentation will equip you with tools to move away from old-fashioned precepts and into twenty-first century transformation.

Transformation & Leadership

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