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Thu, Aug 29 12:30pm · How hospital moments can elevate your brand story

Mayo Clinic Social Media Network 2019 Annual Conference

David Henke will present “Capturing Moments in Your Hospital” at the Mayo Clinic Social Media Network 2019 Annual Conference. To learn more from David and other expert speakers, please join us!

“Get out into the street,” my first boss – a fiery small-town newspaper editor – would declare whenever something important was happening. “Find the small moment that tells the larger story.”

This was her go-to refrain – one that she deployed during major
events, including the 2008 presidential election cycle and a significant flood that
struck the town two years later. It has been a decade since I turned in my last
news article, but her words have followed me through my career, to my current
position as a digital communicator and social media manager for University of
Minnesota Health and University of Minnesota Masonic Children’s Hospital.

The story of any hospital or health system is an immense one,
a years-long narrative that involves hundreds or thousands of people. And every
day that story changes: It evolves each time a patient walks in the door. How
is it possible to make a story like this meaningful and accessible for our consumer
audience?

At the children’s hospital, we focus on moments.

The moment when a
nurse finds and returns a lost stuffed animal
to a distraught child. The
moment when a
celebrity musician stops in a hospital room
to tune a young cancer
patient’s guitar. The moment when a mother
hears her deceased son’s heart beating again
in the body of a 16-month-old
transplant recipient.

In one sense, these moments are small. By that, I mean they are
intimate and personal. They happen in patient rooms or at bedsides. They belong
to an individual or a family. But they are also powerful and emotionally transcendent.
They speak to larger truths. Through them, we are able to tell the story of our
organization, because each moment we share illuminates our values. After all, why
spend so much time and money telling consumers
that your health system offers compassionate care, when you can show them?

It’s not easy to share these stories, particularly in a highly
regulated healthcare setting. No one person could do it alone. Elevating these
moments takes the combined efforts and collaboration of many people – both
inside and outside our system.

At the 2019 #MCSMN Annual Conference, my University of Minnesota Foundation colleague Ashley Lawson and I will take you through some of the behind-the-scenes work that occurs before we are able to share a moving photo or video: how we collaborate with hospital visitors, partners, advocates, media, patient families and each other to ensure a story is told with compassion. We’ll also talk about the story-telling tools, multimedia strategies and social media tactics we use to advance our mission.

We look forward to seeing you in Rochester in October!


David Henke is a brand storyteller with a passion for digital media and community-oriented writing. He leads blog, social media and reputation management efforts for University of Minnesota Health and University of Minnesota Masonic Children’s Hospital.