2019 #MCSMN Annual Conference Session Descriptions

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Listed alphabetically by the presenter's last name.

Melissa Bear and Tony Hart: Donate Life Word of Mouth Campaigns

TBD

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.

Monique Costa: How to Connect Globally with Social Media: Weibo Case Study

TBD

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/

Gina Czerk and 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 customer 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.

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 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 at 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 and Gina Czerk: 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 customer 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 and Melissa Bear: Donate Life Word of Mouth Campaigns

TBD

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.

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

We will also show examples of the campaign and 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; workshop will provide tools for replicating exercises with home base teams.

Christy Owenby: Instagram, Twitter, Facebook, LinkedIn Advertising – Become an Expert

TBD

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

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 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

TBD

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