Consumer-driven services in business and the need for efficiency are accelerating changes in the way organizations operate and compete. Many consumers today are taking greater control of their purchasing power and healthcare decisions and are demanding excellence in service. The challenge is how to give them the best service in a meaningful and economic way.

Organizational survival relies on healthcare leaders with the vision, determination, and courage to test various methods of enhancing the patient experience. Patient expectations are being set by other industries and healthcare disrupters like retail clinics. How can hospitals and health systems provide the same level of customer service to stay competitive?

Join us for this important conversation and hear from the following speakers.

Moderator:

Kenneth Wuerch, FACHE
Director of Strategy and Business Development
CHRISTUS Health

Panelists:

Craig E. Deao, MHA
Managing Director
Huron

Brian Murphy, MS
Regional Director of Patient & Family Engagement
Indiana University Health

Seth Turnoff
Co-founder, Managing Partner
Custom Medical Marketing

Speakers’ Bios:

Craig Deao, MHA, is a Managing Director with Huron and a trusted advisor to healthcare boards and executive teams. For two decades, he has worked with leaders to strengthen governance and improve oversight of quality, safety, and the patient experience. His expertise includes board education, governance restructuring, and the facilitation of strategy and leadership development initiatives.

Craig is highly regarded for helping boards and senior leaders clarify their roles, strengthen accountability, and create high-performing governance systems that advance organizational performance and culture. He co-led Studer Group’s receipt of the Malcolm Baldrige National Quality Award and continues to support organizations in their pursuit of excellence.

Craig is a frequent speaker at national and international healthcare leadership conferences, including multiple events hosted by the American College of Healthcare Executives where he has served as faculty since 2011. He has delivered more than 400 presentations across the United States, Canada, and Australia, consistently earning top ratings from participants.

Craig has authored numerous publications, including the book The E Factor: How Engaged Patients, Clinicians, Leaders, and Employees Will Transform Healthcare, which has over 20,000 copies in circulation. His insights on governance and leadership have appeared in publications such as Health Executive, Trustee Magazine, and Healthcare Philanthropy.

Before joining Huron, Craig held leadership roles at VHA (now Vizient), where he led large-scale educational initiatives for healthcare executives, achieving significant improvements in organizational performance and satisfaction. His educational background includes a Master of Healthcare Administration from the University of Minnesota and dual undergraduate degrees from Louisiana State University.

Brian Murphy is a healthcare leader and engineer with over 15 years of experience driving operational excellence, patient engagement, and human-centered design. As Regional Director of Patient & Family Engagement at Indiana University Health, he leads initiatives to enhance the care experience and strengthen collaboration between patients, families, and care teams.

Before joining IU Health, Brian served as Chief Operating Officer of Carmel Christkindlmarkt, Inc., and as a Partner at M2M Consulting, LLC, where he specialized in organizational improvement and systems design. Earlier in his career, he worked as a System Design Engineer at Linel and held research and development roles at BioStorage Technologies and the Herman B Wells Center for Pediatric Research.

Brian holds both a Master’s in Engineering Management and dual Bachelor’s degrees in Biomedical Engineering and Biology from the Rose-Hulman Institute of Technology. He brings a unique blend of technical insight, leadership, and empathy to advancing patient-centered healthcare systems.

Seth Turnoff is a healthcare marketing strategist specializing in marketing diagnostics, strategy consulting, and hypertargeted patient acquisition. He helps healthcare organizations translate consumer data into actionable strategies that improve performance and connect the right patients with the right care. Known for his expertise in physician branding and patient segmentation, Seth brings a balance of analytical precision and creative energy to every engagement.

Kenneth Wuerch, FACHE, is a seasoned healthcare executive with a strong track record of driving strategic growth and operational excellence across diverse healthcare settings. As Director of Strategy and Business Development at CHRISTUS Health, Kenneth collaborates with regional leadership and corporate stakeholders to lead high-impact initiatives, including new service line development and major capital investments. His leadership is instrumental in advancing key projects across Northeast Texas.

Prior to his current role, Kenneth served as Practice Director at Texas Oncology, where he oversaw clinical operations and performance improvement initiatives. He also held various operational leadership over the past 15yrs in the East Texas area.

Kenneth holds a Master of Public Administration in Health Care Administration from the University of Texas at Tyler. He also earned a Bachelor of Science in Business Marketing and an Associate of Science in Business Administration from Nelson University.

A Fellow of the American College of Healthcare Executives (FACHE) since 2020, Kenneth is committed to advancing healthcare delivery through data-driven strategy, collaborative leadership, and a passion for community-focused care.