2018 #MCSMN Annual Conference Session Descriptions

CONFERENCE
HOME
CONFERENCE
PROGRAM
SPEAKER
BIOS

Alphabetical by presenter.

Lee Aase 

Crisis Communication: Managing Negative News, Angry Followers, and Trolls on Social Media

Sometimes, in spite of your best planning, a negative news report, angry comment on your Facebook page, or inflammatory tweet by an influencer can turn your day, week, month, or even year upside down. 

Mayo Clinic and Vanderbilt University Medical Center have both felt the heat this past year, and they're teaming up to share their stories. Lee Aase and Cynthia Manley will provide insights and tips to help you prepare for the day you hope will never come. 


Alicia Aebersold

Teaching Old Dogs New Tricks: Getting Your Thought Leaders Engaged on Social Media

Healthcare communicators often face hurdles in getting content experts and spokespeople comfortable with having an authentic voice on social media. Getting them to buy in, see the value of engaging, and do the work can be daunting. Hear from an expert communicator on how to get your senior leaders, board members, and content thought leaders tweeting like they mean it - and driving loyalty and engagement in the process.


Adriana Bobinchock

Deconstructing Stigma: Mental Health and Social Media

Deconstructing Stigma: A Change in Thought Can Change a Life is a public awareness campaign developed to spark conversation not only about behavioral and mental health but also about the stigma that surrounds it. Mental health is a challenging topic to bring to general audiences, but though social media partnerships with celebrities and high-profile organizations, McLean Hospital was able to successfully convey a serious and important messages about psychiatric disorders, while reaching new audiences and critical demographics.


Lucy Bordewick 

Are You It? Managing Your Social Media Presence with Limited Resources

Healthcare consumers expect constant and timely communication from their healthcare organizations, regardless of staff size and resources. As a small social media team, how do you live up to the expectations of consumers and your own leadership? In this session, discover how creative solutions and free/inexpensive tools can grow your organization’s influence and make a strategic impact on fulfilling your mission. Learn how to make clinical staff part of your ‘team,' leverage the content you already have, stay on top of consumer needs, and demonstrate value for your efforts.


Katherine Y. Brown, Ed.D.

Transforming Medical Education and Clinical Practice to Give Voice to Vulnerable Populations, LGTBQ  and Homeless Persons

The National Center for Medical Education, Development and Research (NCMEDR) embraced the community of practice (CoP) model as a bold strategy for addressing how medical education and medical services are delivered within the context of evidence-based best practices. The strategy supports the provision of culturally competent care to homeless persons. 

The NCMEDR uses CoP to improve the training for medical students and produce positive health outcomes for homeless persons through clinical transformation. Useful concepts of a CoP will be discussed with examples provided. The session will demonstrate how to use video and social media methods to outreach and engage homeless persons.


Wen-Ying Sylvia Chou, Ph.D., MPH

Health Communication on Social Media:  A Pragmatic Framework for Addressing Mistrust and Misinformation

The growing popularity of social media has facilitated peer-to-peer health information sharing and offered opportunities to gain insights into the public’s health-related attitudes, knowledge, and behaviors. However, some communities’ declining trust in expert sources, coupled with increasing use of online information silos, have enabled the rapid spread of myths and misinformation on social media. This is particularly true in health topics that are considered polarizing, politicized, or complex. 

In this keynote presentation, Dr. Chou from the National Cancer Institute will outline current literature on health misinformation on social media using illustrative examples (e.g., vaccination and sun safety), highlight ways to measure the impact of misinformation, and offer recommendations on strategies to mitigate and remedy the spread of misinformation.


Susannah Fox

Share, Connect, Engage: Social Media as a Platform for Hope

The internet has given us access not only to information, but also to each other. This deceptively simple insight is the key to unlock opportunities for health care organizations to better serve their communities. After 15+ years of fieldwork, Susannah Fox has mapped the online landscape and will share the surprising data about how people engage in their health, both online and offline. Use the data to segment your market and reach out to caregivers, people living with chronic conditions, or older adults. Or go in-depth on teens and young adults who are poised to lead the way into a more connected future for health and well-being. You will leave this presentation armed with data and stories about why social media can be a platform for hope.


Erica Freckelton

The Questions Your Patients Are Too Embarrassed to Ask: Using Digital Listening to Inform Your Social Strategy

What if you could tap into the wealth of knowledge currently being aggregated from your patients' online activity? It could tell you a lot about them, their fears, hopes, dreams and the scary (or sometimes embarrassing) questions they don’t want to ask out loud. This information could be powerful in building online community through your social channels, by meeting patient needs with the right information at the right moment. We’ll walk through how to discover trending keywords and themes, decipher the results and apply those in a way that captures your audience’s attention through social.


Beth Granger

Help Your Organization Connect with Patients, Partners, and Profits on LinkedIn

Learn how you can work with your physicians and staff to amplify the stories you want to share with the world and help build your corporate brand on LinkedIn. 


Tom Hardej

When, Whether and How to Join the Social Conversation: The Debate Around Thoughts and Prayers

Hurricane Maria. Lady Gaga’s Fibromyalgia. The Parkland school shooting. Transgender and the Military. The Affordable Care Act. These have all sparked conversation on social media, with celebrities, politicians and everyday citizens offering their opinions, thoughts and prayers. But when is it okay for a hospital or health care organization to chime in? We’ll talk about how to determine whether and what to post about the news of the day, and how at Mass General we’ve developed a robust set of response guidelines for our social team. For example, during Hurricane Maria, it was more appropriate to post about the work our doctors were doing on the ground in Puerto Rico than to offer thoughts and prayers.


Rachel Haviland, Ph.D.

Designing Chatbots to Improve Patient Experience

Getting and keeping the attention of your audience in today's digital world is an ongoing challenge. New technologies such as Artificial Intelligence and chatbots allow you to create more connected human experiences. By designing intelligent conversations to simulate interaction with a human user through a chat interface, you can engage your audience in a uniquely engaging, entertaining and fun way.

Combining Relationship Experience Technology (R.E.T.). with smart marketing, customer service, or workflow strategies has been proven to lead to greater brand awareness, improved experience, better customer service, and landing more patients 24/7.  


Ahava Leibtag

Getting Your Content Ready for Voice-Activated Search

What’s coming next in content marketing? Voice-activated search! Semantic search is the future for search engines, and people search for topics using questions. In this presentation you’ll learn voice basics and the specific things you need to do to get your content ready to drive more patients to your website and your services using voice-activated search.


Cynthia Floyd Manley

Crisis Communication: Managing Negative News, Angry Followers, and Trolls on Social Media

Sometimes, in spite of your best planning, a negative news report, angry comment on your Facebook page, or inflammatory tweet by an influencer can turn your day, week, month, or even year upside down. 

Mayo Clinic and Vanderbilt University Medical Center have both felt the heat this past year, and they're teaming up to share their stories. Lee Aase and Cynthia Manley will provide insights and tips to help you prepare for the day you hope will never come. 


Maureen Marshall

Empathetic Civility in an Uncivil Social World: Responding to Public Comments on CDC Social Media Channels

Humans are wired to connect and social media channels provide robust platforms for personal as well as anonymous connection. CDC maintains multiple social channels where we share educational content through videos, photos, and posts. Many who see those posts react to the visuals and text, share with friends and followers, and comment within the posts. CDC is committed to answering genuine health questions, yet challenged with addressing misinformation and uncivil behavior. Learn how we address those issues. Examples will include posts and comments on HPV, measles, and influenza vaccines.


Alfredo Quinones-Hinojosa, M.D.

The Magic of Storytelling on Social Media

Coming soon.


Matthew Rehrl, M.S., M.D.

Ikigai 2.0 - Finding and Using Your Purpose in a Social Media World

The ancient Japanese word “ikigai” roughly translates to “a worthwhile life.” However, in modern business parlance, it is described as the confluence of what you love to do with your ability, what the world needs, and what the world will pay you for.  

This talk gives practical tips on how healthcare organizations can combine their ikigai with their social media platform to better align their mission with their business model. 


Margaret C. Stewart, Ph.D.

Social Listening to Improve Practice-Patient Relations in Healthcare Communication

This presentation is designed to assist healthcare social media and marketing professionals to understand the meaning, value, and practice of social listening within health communication. 

Becoming aware of how to utilize the wealth of social information and rich date available online translates into better informed social media and communication strategies. This presentation explains the considerations, strategies, and steps for getting started towards implementing the process of social listening into your existing social media strategy. 

For those practitioners who already engage in social listening, this presentation allows them to revisit their existing strategy and generate fresh ideas for new tools and approaches. 


Ashley Testa 

Energize Your Digital Ad Campaigns to Improve Performance and Conversions

This interactive workshop will dive into top actions that you can take to improve your campaign performance and conversions across search, social, targeted display, and landing page development. From ad fraud, to campaign management error, and potential patients that bounce, we will systematically address top drivers of waste and how you can quickly implement changes to increase campaign results. You will leave with actionable insights and immediate steps to bring your campaigns to the next level.


Monique Tremblay

When, Whether, and How to Join the Social Conversation: The Debate Around Thoughts and Prayers

Hurricane Maria. Lady Gaga’s Fibromyalgia. The Parkland school shooting. Transgender and the Military. The Affordable Care Act. These have all sparked conversation on social media, with celebrities, politicians and everyday citizens offering their opinions, thoughts and prayers. But when is it okay for a hospital or health care organization to chime in? We’ll talk about how to determine whether and what to post about the news of the day, and how at Mass General we’ve developed a robust set of response guidelines for our social team. For example, during Hurricane Maria, it was more appropriate to post about the work our doctors were doing on the ground in Puerto Rico than to offer thoughts and prayers.


Jacob Weiss, Ph.D.

How Juggling Taught Me to Engage my Community for Health and Well-Being

What does juggling have to do with social media and community engagement? More than you might think! Learning to juggle is a simple, yet powerful, metaphor that helps nurture a growth mindset, balance listening & sharing, and is a reminder to not give up after the first dropped ball.

Dr. Jacob Weiss shares insights from his blended career as a professional juggler, health care researcher in local + online community building, and as a social entrepreneur helping individuals and communities transform their mindset from "I can't..." to "I can!" 


Colleen Young

How Mayo Clinic's Patient Online Community Changes Health Care and Advances Science

Patient online communities not only reduce isolation and anxiety when faced with a life-changing diagnosis, they can also improve health outcomes. As Community Director of Mayo Clinic Connect, Colleen Young wanted to do more than connect patients. She involved the Mayo Clinic enterprise: providers, managers, communications specialists, researchers, and frontline staff; demonstrating how they can learn from and engage with the patient community to:

  • Improve health care and service delivery
  • Discover champions
  • Increase brand loyalty
  • Educate health care providers 
  • Co-create patient education 
  • Change poor health behaviors
  • Advance science 

You’ll learn how you can excite internal stakeholders up, down and across your organization to recognize the value of the community and understand how they can harness it to help them do their work better. Thriving communities get stuff done. 

© Mayo Clinic Social Media Network. All Rights Reserved.