2019 Conference Session Descriptions

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Listed alphabetically by the presenter's last name.

Lauryn Blakesley: Showcasing Successes to Senior Leadership
Sure, numbers are important, but without the stories of why they matter, who will absorb this information? Storytelling is just as important for an online audience as it is for internal stakeholders whose view of social and digital campaigns hinge on your ability to educate them on why it matters. Knowing your audience has never been more important. This presentation will walk through how to determine what to measure, measuring it, and then creatively showcasing those results in a way that will provide a WOW factor.

Chris Boyer: Putting Customers at the Center of Your Digital Strategy
Existing patients, potential patients, family members and doctors use the internet to discover, research, evaluate and decide on their health care options. This poses a challenge for many health systems that are trying to understand and map customer journeys to support their branding, marketing and communication efforts. In this presentation, we'll outline a practical approach to mapping your digital tactics (social, website, CRM, etc) to ensure you are understanding customer's needs and optimizing to support the way they interact with your organization.

Dr. Kelly Cawcutt and Dr. Jasmine Marcelin: Using a Deliberate Social Media Strategy to Boost National Recognition
The University of Nebraska Medical Center Division of Infectious Diseases is filled with expert faculty delivering extraordinary care, performing outstanding research, and influencing clinical practice guidelines. However, our Division was relatively unknown as a group. Using blog and Twitter platforms, we created a Social Media Strategy focused on increasing national/international recognition of our Division’s collective expertise. We delivered curated Infectious Diseases blog content, promoted our faculty and after posting fellowship and faculty openings, candidates applied based on interest generated from our Social Media presence. We will present our strategy, resource development, challenges and successes, and provide some implementation tips.

Jane Crosby: Inspiring Health from HSHS Sacred Heart: Learnings from an Evolving Content Strategy
Nearly 8 in 10 healthcare marketers consider content marketing essential—up 10% from the previous year, according to the 2019 State of Digital Healthcare Marketing report—and social media is a critical element of an effective content strategy. This case study from HSHS Sacred Heart Hospital will review the role that social media is playing in a consumer-focused program that has evolved from a community magazine to an integrated distribution platform designed to drive brand and revenue growth. View the content hub at https://blog.sacredhearteauclaire.org/

Melissa Dethlefsen and Tina Varona: Elevate Your Campaign and Extend Your Reach Through Facebook LIVE
Facebook Live continues to be a popular tactic for hospitals and healthcare systems. Learn how Hartford Healthcare produces a monthly Facebook Live segment that leads to patient conversion.

  •      Drive business and create awareness by developing content that aligns with strategic priorities of the overall campaign
  •      Utilize media partnerships to dramatically extend the reach and engagement of viewers
  •      Explore the process of producing quality content that translates with your audience
  •      Yield stunning results to determine the effectiveness of social media campaigns

Dan Dunlop and Kate Gillmer: The Marketer’s Role in Population Health Initiatives
As hospitals move into the population health arena, healthcare marketers are ideally suited to play a key role in developing and executing strategies that engage key audiences. In this presentation, Kate and Dan will contrast the experience of three very different organizations: Renown Health – a large teaching hospital in Reno, Nevada; Copley Hospital, a critical access hospital in rural Vermont; and the Practical Playbook, a collaboration of Duke Medicine, the CDC and the de Beaumont Foundation. These organizations are on the front lines of population health management. Learn how the marketing teams at each institution are playing key roles in helping to support and lead those initiatives through content marketing.

Angela Fritsche: From nothing to something: Executing a social media strategy for nursing research
This presentation will highlight how Nursing Research at Mayo Clinic went from a goal of leveraging social media to the execution of a strategic plan for social media. The presentation will cover how the journey started, the tools and resources for success, the development of the nursing research social media strategic plan, execution of the strategic plan and where Nursing Research is on their social media journey one year later.

Kate Gillmer and Dan Dunlop: The Marketer’s Role in Population Health Initiatives
As hospitals move into the population health arena, healthcare marketers are ideally suited to play a key role in developing and executing strategies that engage key audiences. In this presentation, Kate and Dan will contrast the experience of three very different organizations: Renown Health – a large teaching hospital in Reno, Nevada; Copley Hospital, a critical access hospital in rural Vermont; and the Practical Playbook, a collaboration of Duke Medicine, the CDC and the de Beaumont Foundation. These organizations are on the front lines of population health management. Learn how the marketing teams at each institution are playing key roles in helping to support and lead those initiatives through content marketing.

Beth Granger: Boosting Your Personal Professional Brand Using LinkedIn
LinkedIn is a powerful platform that is often overlooked. You can use it personally to share your expertise, find and engage with appropriate people, and so much more. This session will cover the basics of an effective profile, what success looks like, and how to share content that gets you noticed. These same techniques can be used to build thought leaders for your organization.

Andrew Hanelly: Mapping Marketing to Moments – Using Content and CRM To Convert
A successful, cutting-edge content strategy blends the art of creating editorial-quality content and the science of conversion-driven distribution that maps that content to key moments in your customers' or prospective customers' lives.

In this presentation, we’ll walk you through how the team at Northwell Health is using this approach with their digital editorial platform The Well, the company’s revolutionary media property that has an editorial soul and a CRM brain. We’ll share the strategy that drives our editorial mission and give you a glimpse into the experiments and campaigns that help us grow our audience and generate results.

Tony Hart: What we Leave Behind: Social Media Marketing for Deceased Organ Donation
As health care marketers, it’s important to understand the obstacles to deceased organ donation registration. Is it a lack of awareness? Is it a lack of information or misinformation about the process? What can we as health care marketers do about it? How can we reach people who have not registered? How can we get them to take action? Learn why it makes sense to run cause marketing campaigns to strengthen your brand and do social good.

David Henke and Ashley Lawson: Capturing Moments in Your Hospital
Celebrities, sports teams, marching bands, mascots. All of the above regularly visit University of Minnesota Masonic Children's Hospital to bring smiles to our patients and families. This presentation will discuss how hospital staff prepare for and accommodate these visits, and then turn them into shareable and inspirational moments on social media.

Emily Hiatt: Leveraging International Social Networks: A Weibo Case Study (China)
With the growth of new and foreign social platforms worldwide, American brands are establishing corporate accounts on a growing number of social platforms beyond the big few historically popular in the United States. In this session, Massachusetts General Hospital will share its experience delving into Chinese social media and present the Mass General Weibo account as a case study in expanding social reach to an international audience. The Mass General Weibo account launched in late 2017 and has more than 72,000 followers today. Mass General’s Senior Manager for International Marketing will cover Chinese social media 101, regulatory dynamics in China for healthcare communicators, account processes unique to international social media, and Mass General’s Weibo content creation and growth strategies.

Jess Lewis and Jenn Shafer: Community & Collaboration: Building a Cohesive Culture Inside & Out
You’re not an island. Even as a team of one, you can build relationships and foster collaboration by working together with others in your department, your health system and your community using social media. At TriHealth, we used internal and external social media platforms to promote a collaborative environment. By breaking down silos between teams and utilizing community partnerships, we were able to better connect with patients in our region, as well as our own team members and physicians. In this interactive session, whether you come from a big or small health system, you’ll learn about using social media effectively to create a cohesive community, inside and out.

Dr. Jasmine Marcelin and Dr. Kelly Cawcutt: Using a Deliberate Social Media Strategy to Boost National Recognition
The University of Nebraska Medical Center Division of Infectious Diseases is filled with expert faculty delivering extraordinary care, performing outstanding research, and influencing clinical practice guidelines. However, our Division was relatively unknown as a group. Using blog and Twitter platforms, we created a Social Media Strategy focused on increasing national/international recognition of our Division’s collective expertise. We delivered curated Infectious Diseases blog content, promoted our faculty and after posting fellowship and faculty openings, candidates applied based on interest generated from our Social Media presence. We will present our strategy, resource development, challenges and successes, and provide some implementation tips.

Jonathan Martinez: Talk with Docs: Humanizing Faculty Through Video
Talks with Docs is a video series aimed at humanizing physicians and researchers at Huntsman Cancer Institute. The presenters will discuss:

  • the genesis of the project
  • the original goals and how the project has evolved to meet additional objectives
  • the technical process of filming and editing the videos
  • decisions about interviewees and interview preparation
  • strategy for use on different platforms
  • audience engagement and analytics
  • challenges and how they were overcome

Examples from the campaign will be shared, and presenters will talk about successes and future opportunities.

Camela Morrissey: Only Minutes to Act: Your Social Planning Didn’t Cover This Situation – Now What?
Deploying social media to avert/manage a crisis is now routine for many healthcare communicators. We plan for any number of situations, yet there are still those that arise that we cannot imagine -- and they show us what was missed in preparation. This interactive workshop will look at social-specific planning for 2-3 scenarios in which there are just minutes to take action that will have lasting implications. Participants will engage in exercises to become better equipped to handle an emergent issue and come out stronger. Presenters will pre-poll registrants to select relevant scenarios; the workshop will provide tools for replicating exercises with home base teams.

Christy Owenby: Instagram, Twitter, Facebook, LinkedIn Advertising – Become an Expert
Social media is here, and it’s here to stay. So, if you don't have a social media strategy for your medical practice or hospital, take a deep breath - you're not "behind" – you just have some catching up to do. Come join us as we take a deep dive into how to reach your ideal patients with a social voice and advertising campaigns that are compelling, HIPAA compliant, educational dynamic, and fun.

Patient Panel: What do Patients Want to Know? Ask Us...Anything
Do you use patient and caregiver stories in your work? Are patients the target of your communications? Do you wonder if your messages hit the mark?

This Q&A panel features patients and caregivers who share their pet peeves about patient-targeted communications that miss the mark. They’ll also reflect on examples that engagement and why they’re good. More importantly, bring your questions. Ask us anything. We can help. We're your target audience.

At the end of the Ask Us Anything session you will leave the room thinking differently and:

  • Have new ideas about communicating effectively with patients and family caregivers
  • Understand the value and impact of patient stories
  • Be inspired to learn from online patient conversations

Panelists:
John Bishop, patient, Mayo Clinic Connect
Teresa Bowers, patient, Mayo Clinic Connect
Rosemary Huckleberry, patient and caregiver, Mayo Clinic Connect
Scott Phillips, caregiver and patient, Mayo Clinic Connect

Moderator: Colleen Young, Community Director, Mayo Clinic Connect

Jen Rittenhouse: Evidence-based social media: How to support your organization on the internet without selling your soul
In 2018, the social media team at MultiCare realized it had a problem. A program that was recognized for being creative and effective by industry peers and a small subset of internal stakeholders, but largely invisible and undervalued by everyone else. Marketing leadership decided it was time to decentralize and open up access to anyone who wanted a social media account in the system. It was a move that sent chills down the spine of the social media team - until the team realized opportunity awaited. Find out how the team turned requests for cafeteria Instagram accounts and pharmacy Facebook pages into a source and content curating dream.

Jenn Shafer and Jess Lewis: Community & Collaboration: Building a Cohesive Culture Inside & Out
You’re not an island. Even as a team of one, you can build relationships and foster collaboration by working together with others in your department, your health system and your community using social media. At TriHealth, we used internal and external social media platforms to promote a collaborative environment. By breaking down silos between teams and utilizing community partnerships, we were able to better connect with patients in our region, as well as our own team members and physicians. In this interactive session, whether you come from a big or small health system, you’ll learn about using social media effectively to create a cohesive community, inside and out.

Reed Smith: Online Reviews – How to Handle, Measure, and Gain Insight from What Your Consumers are Telling You
A look at what is common, how to handle, and what can be learned from what users are sharing online. A true discussion of what reputation management is and should include.

Tina Varona and Melissa Dethlefsen: Elevate Your Campaign and Extend Your Reach Through Facebook Live
Facebook Live continues to be a popular tactic for hospitals and healthcare systems. Learn how Hartford Healthcare produces a monthly Facebook Live segment that leads to patient conversion.

  •      Drive business and create awareness by developing content that aligns with strategic priorities of the overall campaign
  •      Utilize media partnerships to dramatically extend the reach and engagement of viewers
  •      Explore the process of producing quality content that translates with your audience
  •      Yield stunning results to determine the effectiveness of social media campaigns

Dr. Bryan Vartabedian: The Public Physician Workshop – Practical wisdom for mastering your online reputation
Public presence through the use of new media has become a key part of physician career management. Social engagement has become a critical part of competing in a connected, always-on culture. But few doctors have any idea how to begin.

The Public Physician ® Workshop is a practical, 1-hour program that introduces physicians and health professionals to online communication and digital positioning. Beyond the challenges and opportunities in the public space, this interactive workshop details the practical steps providers can take to ensure meaningful engagement.

Whether a private-practice physician interested in taking charge of his or her online reputation or the manager of a large multi-specialty group charged with teaching others, this program will help attendees make the most of their digital footprint.

Echo Warner: Young adult cancer caregiver's use of social media for social support and information
Acquiring helpful online support is crucial for young adult cancer caregivers because it can promote positive coping, enhance social connections, and minimize depression, anxiety, and isolation. The upsurge of user-generated online data presents a new opportunity to study social processes by evaluating how young adult caregivers get information and support through social media. This presentation will provide a summary of how young cancer caregivers use social media, the types of social support they get from social media, and their feedback for how hospitals and clinicians can use social media and other technology to improve supportive services for cancer patients and the loved ones who care for them through their cancer experience. The research for this presentation was conducted through the Huntsman-Intermountain Adolescent and Young Adult Oncology Program which serves young cancer patients throughout Utah and the Intermountain West. This presentation and has implications for communication teams, marketing, patient navigators, clinicians, and researchers in the fields of adolescent and young adult oncology and cancer caregiving.

Rob Zanin: Engineering Efficacy for Small Teams
The smaller the team, the smarter your collaborations need to be—and no one feels a resource constraint coupled with the pressure to put out content more than health system, hospital or provider marketers!

We could all use a better framework to more closely tie our content strategy back to business and community impact, and it takes just three simple steps to get incrementally better at executing high-efficacy social media.