Monday, September 14

4:00 – 6:00 PM

• Registration and Welcome Reception

Tuesday, September 15

7:00 – 8:00 AM

• Breakfast

8:00 – 8:30 AM

• Welcome & Introductions

8:30 – 10:00 AM

• Around the Room
  • States share your top priority and biggest challenge for the upcoming year.

10:15 – 10:30 AM

• Break

10:30 – 12:00 PM

• KEYNOTE | State of the Union 2026: Nature Abhors a Vacuum w/ Speaker Neal Hogan
  • Oboe Healthcare Insights will explore the upheaval at the heart of American healthcare: from the policy-driven retreat of the social safety net, to insurers posting staggering losses, to the weakening of the physician–patient bond. As trust in the system ruptures and incumbents pull back, we examine how new players are struggling to fill the vacuum – and what that struggle means for the future of care. The keynote presentation, tailored to hospital association communicators, will be followed by an open forum facilitated by Neal. Attendees will leave with a clear understanding of the financial, policy, and competitive forces shaping today’s healthcare landscape; insight into which dynamics will matter most over the next three to five years; and practical, strategic guidance for positioning their organization (and their communications colleagues) for future success.
  • Neal Hogan is a nationally recognized healthcare industry thought leader and strategist who has spent nearly 40 years working with executive teams and boards to develop fresh thinking on organizational opportunities, market strategies, and potential partnerships. He currently serves as chair of the board of INTEGRIS Health, a $3.4 billion health system with 20 hospitals in Oklahoma. Neal was a founding executive of the Advisory Board Company and later served as managing director of BDC Advisors. He has presented at more than 1,000 events and has spoken at Mayo Clinic, Johns Hopkins Medicine, and Massachusetts General Hospital. Neal holds a PhD in the history of science from Harvard University and is the author of several publications on health care and climate change.

12:00 – 1:00 PM

• Lunch

1:00 – 1:45 PM

• SESSION 1 | Elevating the Communications at the Executive Level
  • The Rising Influence of Communications in Advocacy Outcomes
  • Aligning Communications to Association Goals
  • Measurement that Matters
  • Group Discussion

1:45 – 2:30 PM

• SESSION 2 | Your Association’s Biggest Challenges – and the Communications Response
  • Reputation
  • Impacts of H.R. 1, Medicaid Cuts and Changes
  • Workforce
  • Group Discussion

2:30 – 2:45 PM

• Break

2:45 – 3:30 PM

• SESSION 3 | AI and the Future of Search: What Digital Trends Mean for Hospitals
  • Emily Gustafson, VP, Digital Strategy and Public Education, American Hospital Association
    Generative AI is reshaping how people search, but search isn’t dead, it’s evolving. This session unpacks what’s changing in the search landscape and how healthcare marketers should respond: the current state of AI in search, the shift from SEO to GEO and what it means for writing for the web, and why prioritization matters as channels and tools multiply. We’ll cover practical approaches for adapting strategy and monitoring performance, and close with why this moment carries urgency for hospitals and hospital associations, since digital visibility increasingly shapes how patients find, choose, and receive care.

3:30 – 4:15 PM

• SESSION 4 | AI and the Association Communications Function
  • Findings of the State Hospital Association AI Survey
  • Using AI to Grow Your Team
  • Group Discussion

4:15 – 4:30 PM

• Day 1 Wrap-Up

6:00 PM

• Hosted dinner

Wednesday, September 16

7:00 – 8:00 AM

• Breakfast

8:00 – 8:15 AM

• AHA Update from Washington, D.C.
  • Colin Milligan, Senior Director, Media Relations, American Hospital Association
  • A review of current AHA communications initiatives, including affordability messaging, updates from the Coalition to Strengthen America’s Healthcare, and strategies for addressing anti-hospital advocacy groups.

8:15 – 8:45 AM

• SESSION 5 | One Cool Thing
  • 10 states each have 3 minutes to share one of their most recent successes.

8:45 – 9:30 AM

• SESSION 6 | Fighting Goliath – Innovative Strategies to Protect Patient Access and Public Perception
  • Panelists share their state’s approach to both longstanding challenges (Medicare Advantage) and newer well-funded, anti-hospital attacks from Big Pharma and Commercial Insurers.

9:30 – 9:45 AM

• Break

9:45 – 10:30 AM

• SESSION 7 | Member Engagement Panel
  • Panelists will share top strategies they’ve used to better engage their membership – including their communications peers at member facilities – to amplify efforts and extend reach.

10:30 – 11:00 AM

• SESSION 8 | Effective Approaches to Thought Leadership
  • Two hospital associations share their organization’s approaches to developing and using thought leadership as a way to advance their messaging goals.

11:00 – 11:15 AM

• Meet in Lobby, Lodge at Whitefish Lake
  • Bus departs at 11:15 AM for Glacier National Park

11:15 – 12:15 PM

• Travel to Lake MacDonald Lodge, Glacier National Park (Transportation provided)

12:15 – 1:00 PM

• Networking Lunch, Lake MacDonald Lodge, Glacier National Park
  • Boxed lunches will be provided to attendees to enjoy with peers on the shores of Lake MacDonald or in the historic Lake MacDonald Lodge.

1:00 – 4:00 PM

• Red Jammer Bus Tour of Going-to-the-Sun Road
  • Glacier National Park’s iconic vintage 1930s open-top touring busses offer guided drives along historic routes with dramatic views and narration on the park’s history, geology, and wildlife.

4:00 – 5:00 PM

• Take-Aways and Wrap-Up Remarks (Return travel to Lodge)
  • Key takeaways, feedback, planning for 2027-28, wrap-up remarks and dine-around details.

6:00 PM

• Meet in Lodge Lobby for Dine-Around
  • Optional opportunity to catch one last meal with colleagues!

Join the pre-conference fun on Monday, 9/14!

Interested in participating? Email us by 9/10

Glacier National Park Waterfall Walk (no cost) — Join our amazing Director of Communications & Outreach, Jenna Cederberg, for a scenic walk in Montana’s crown jewel: Glacier National Park to see Sacred Dancing Cascade and McDonald Falls. Depart hotel 10 am, estimated return before 3 pm; stop for lunch on your own included. Email Jenna if you would like to join the hike: jenna.cederberg@mtha.org

Downtown Whitefish Cafés/Shops/Galleries (no cost) — Kathy Weber, MHA’s longtime communications consultant, will be coordinating shuttles between the hotel and downtown. Shuttles depart hotel at 10 am and 12:30 pm; return on your own. Email Kathy if you’d like to explore downtown Whitefish:
kathycweber@gmail.com

Mountain Biking (cost varies) — ($60-$125 bike rental depending on half/full day) — In addition to being MHA’s Vice President of Communications & Member Engagement, Katy Mack is an avid mountain biker! Join her for a flowy ride of roughly 8-10 miles from the base of Whitefish Mountain Resort down through cedar groves and creek crossings to the Lodge. Est. departure 10 am, 1.5-2 hour ride followed by lunch; est. return to Lodge 1 pm. Email Katy if you want to join the ride: katy.mack@mtha.org

At the Lodge

Boat Club
Lakefront fine dining
Reservations recommended

Bar and Lounge
Casual dining with full bar
Lunch and dinner

Tiki Bar and Grill
Waterfront dining and drinks
Lunch and dinner

Near the Lodge

Jalisco Cantina – 10 minute walk
Mexican fresh casual
510 Wisconsin Ave.

Grouchy Grizzly – 10 minute walk
Restaurant and bar
1705 E. Lakeshore Dr.

Bonsai Brewing – 10 minute walk
Local brewery and restaurant
549 Wisconsin Ave.

Montana Tap House – 6 minute walk
Full menu and 56 beers on tap
845 Wisconsin Ave.

Downtown

Buffalo Cafe
Family-owned diner
514 E 3rd St.

Thirty Eight
Open-air food truck venue
38 Central Ave.

Montana Coffee Traders
Montana specialty coffee,pastries, lunch
110 Central Ave.

Herb and Omni
James Beard nominated fine dining
101 Central Ave.

Great Northern Bar and Grill
Montana dive bar with full menu
27 Central Ave.

Sweet Peaks
Montana-based, gourmet ice cream
419 E 3rd St.

Mountain Berry Bowls
Acai smoothie bowl food truck
20 Baker Ave. #2428

Things to do around Whitefish

Two Hours

• Hot Barre/Hot Yoga
• Spin Class at The Wave
• Stand Up Paddleboarding (SUP) on Whitefish Lake
• Kayak Whitefish Lake
• SUP Yoga on Whitefish Lake
• Goats of Glacier – Goat Yoga
• Whitefish Mountain Alpine Slide
• Whitefish Mountain Aerial Adventure Park
• Illuminated Sunset Guided Kayak Tour on Whitefish Lake

Half Day

•  Whitefish Mountain Resort Scenic Chairlift Ride
• Whitefish Mountain Zip Line Tour
• Glacier National Park Waterfall Walks & Hikes
• Glacier National Park E-Bike Tour
• Captained Boat Cruise on Whitefish Lake
• Intro to Flyfishing/Flycasting 
• Guided Kayak Tour of Whitefish Lake
• Whitefish Lake Private Fishing Tour
• Whitefish E-Bike Tour
• Skeet Shooting at the Bar W Guest Ranch
• Whitefish Lake Golf Club
• Mountain Biking – Multiple Trails

Full Day

• Glacier National Park Historic Boat Tours
• Whitefish Mountain Hike (Challenging)
• Horseback riding
• Glacier Drift Boat Tours
• Canoe Whitefish Lake
• Glacier National Park Deluxe full-day Whitewater Rafting with Riverside Lunch ($177)
• Guided Flyfishing Trip

Lodge Airport Shuttle – Daily 5 am – 10 pm

If airport transfers are required, guests should call to request a shuttle at least three days in advance. To arrange, please call The Lodge at Whitefish Lake operator number at 406-863-4000. Shuttles are scheduled based on availability. Guests will need to provide the following information:

• Guest name
• Reservation number
• Airline and flight number
• Arrival time
• Cell phone number (for tracking purposes)

Lodge Downtown Shuttle – Daily 8 am – 11 pm

The Lodge provides a shuttle from the property to the Firebrand hotel in downtown Whitefish from 8 am to 11 pm. The shuttle leaves from the Main Lodge on the hour (i.e. 8 am) and departs from the Firebrand at 10 minutes after the hour (i.e. 8:10 am). Last shuttle from the Firebrand to the Lodge is 11:10 pm.

Lodge parking

There is no fee for guests to park their cars, and valet is also a complimentary service at the property.

Bicycles/E-Bikes

Bikes are an amenity at The Lodge for guests. E-bikes are also available for a rental fee.

Walking

Downtown is about a 25–30 minute walk, or approximately 1.5 miles from the property.

Uber/Lyft

Uber and Lyft are great options from The Lodge between 7:30 am and 11 pm; anything earlier or later is not recommended due to limited drivers.

S.N.O.W. Bus

Free S.N.O.W Bus runs 7 days a week, providing a shuttle with various stops between downtown Whitefish to Whitefish Mountain Resort. See schedule here

Lodge at Whitefish Lake
1380 Wisconsin Ave., Whitefish, MT 59937
1.877.887.4026 or 1.406.863.4000

Inspired by the grand lodges of the past, The Lodge sits on the shore of Whitefish Lake – offering not only luxury lodging but breathtaking scenery and Montana adventures at every turn.

• Recommended Airport: Glacier Park International Airport (FCA). GPIA (also known as FCA) is located in Kalispell, Mont., approximately 25 minutes travel time to The Lodge. The Lodge offers complimentary shuttle service. Rental cars, Turo, ride share or taxis also are available for ground transportation.
  • Airlines that fly into FCA include: Alaska Airlines, Allegiant, American Airlines, Delta, Sun Country Airlines and United.
  • More info at https://iflyglacier.com/airlines/
• Alternative: Missoula Montana Airport (MSO). It is a 2.5 hour drive from Missoula to Whitefish. A rental car will be required. For the enterprising traveler, or for those who plan to stay beyond the conference dates, MSO is another option.

Early fall weather in Northwest Montana can be unpredicable. It’s not uncommon for days to be warm (average daytime highs in the mid-70s) and nights to be cold (average nightime lows in the high-30s). Plan to check the local forecast here and pack layers, including a cozy fleece and coat. If you’re planning to enjoy outdoor activities, some outdoor gear items to consider packing include:

• Backpack
• Water bottle
• Rain gear
• Hat and sunscreen
• Hiking shoes/boots
• Swimming and/or water gear

We’ll update this section with more recommendations as the agenda, activities and weather forecast is known.