TRACK: SOCIAL MEDIA, MARKETING AND PR
Opening Keynote (ALL TRACKS)
Spreading the Social Media Revolution
Mayo Clinic launched its Center for Social Media, a first-of-its kind center dedicated to applying social media in health care, in July of 2010. Mayo also leads the Social Media Health Network, with more than 100 other health-related organizations joining to learn together with Mayo and to demonstrate benefits of social media in clinical practice, education, research and administration.
In this special keynote, Lee Aase and Dr. Farris Timimi will show:
- Mayo Clinic's latest innovations in applying social media for its patients and throughout its organization
- How social networking can be a tool for enhanced productivity, helping you do more with less
- Why health-related organizations should open access for their employees to social media sites like Facebook, YouTube and Twitter
- Concrete, bottom-line benefits of using social media
- Why a social media strategy is an essential element of any communications or marketing plan
- Why social media is about much more than marketing and PR
|Lee Aase is Director of the Mayo Clinic Center for Social Media, a first-of-its-kind social media center focused on health care, which builds on Mayo Clinic's leadership among health care providers in adopting social media tools.
|Dr. Farris Timimi is an Assistant Professor of Medicine at Mayo Clinic College of Medicine and a consultant in cardiovascular diseases and internal medicine at Mayo Clinic. He serves as Medical Director for the Mayo Clinic Center for Social Media.
Learn why the online bulletin board, Pinterest, is the hottest social media tool of 2012
With Pinterest driving more traffic than LinkedIn, Google+ and YouTube combined, it's no surprise that brands are scrambling to incorporate it into their social media strategies. The latest statistics show arts and crafts, fashion, food, and home decor make up more than 60 percent of users' "pinboards," but where does that leave health care?
As it turns out, 85 percent of Pinterest users are females—making Pinterest the perfect place to post information related to parenting, along with health and kids safety information.
During this presentation, you'll find out how Mayo Clinic, The Children's Medical Center of Dayton and Baylor Health are using Pinterest to reach their audience.
The panelists will discuss:
- Why your hospital should be on Pinterest
- How Pinterest can help build a brand image and reach your target demographic
- The elements of an engaging pin
- Tips for interacting with other pinners
- How Pinterest can help cross-promote other online tools such as websites, YouTube and blogs
- How to avoid copyright concerns
|Ashley Howland is the Social Media Manager for Baylor Health Care System, a network of 300 health care access points including acute care hospitals, surgery centers and clinics in Dallas, Texas.
|Grace Rodney is the Marketing Communications Specialist at The Children's Medical Center of Dayton.
|Shawn Bishop has more than 20 years of experience in IT at Mayo Clinic, holding various positions before joining the Mayo Clinic Center for Social Media. He graduated from Concordia University, with a communications degree.
|Ann Tracy Mueller (panel moderator) is the co-editor for Health Care Communication News.
Health care reform meets social media:
Cultivating online communities to prevent and manage illness
Health care is advancing down the path away from fee-for-service care toward bundled payments, population-based reimbursement and ACOs. The new world of health care reform requires you to change your marketing tactics. Your survival will depend not on driving patients to your hospital, but on keeping patients out.
How do you do that? For starters, you can use your social media platforms to create successful wellness and preventative care communities, along with effectively managing chronic diseases online.
This presentation will focus on:
- Brutal facts of health care reform
- Seven essential steps to building effective online communities
- Case studies: What hospitals are doing today to create communities that promote wellness, manage disease and increase patient satisfaction
- Social media initiatives your hospital must start now to survive with health care reform
- Bonus: The skills you need to protect your job in the world of shrinking health care reimbursements
|Dan Hinmon is principal at Hive Strategies, a firm devoted to helping hospitals engage patients through social media, and Director of Marketing at Willamette Valley Medical Center.
Luncheon Keynote (ALL TRACKS)
Social media gives patients a voice. Are you listening to it?
During this panel discussion, you'll hear from three patients who are blogging, tweeting and Facebooking about their illnesses.
Lindsey Miller, a young adult with pancreatic neuroendocrine cancer, had her "15 minutes" of fame when she asked "50/50" star Joseph Gordon-Levitt out for coffee on YouTube. Her video garnered more than 300,000 views, she was featured in more than 100 media outlets, and she raised $10,000 through her blog after her "15 minutes" were over. Miller will be joined by three other patients who have been selected by the Mayo Clinic Center for Social Media.
Not only will you hear inspiring stories, but you'll also learn:
- Why patients turn to social media for support
- The best fundraising websites for patients
- Why hospitals need to unblock social media—this is how patients connect during a long hospital stay
- How the Internet gives patients a chance to redefine their illness
|Lindsey Miller, a former Ragan Communications employee, is now a graduate student at UCLA.
|Melissa Hogan is a lawyer, author, speaker and advocate for rare disease families.
|Debbie Hepburn is a marketing consultant with more than 25 years of experience in marketing communications, advertising, strategic planning and design development.
|Patti Koblewski is pain ambassador for Arizona Pain Specialists and patient advocate and educator for Boost Medical.
|Karen Hirsch is a former health care planner.
|Lee Aase (panel moderator) is Director of the Mayo Clinic Center for Social Media.
If your dog gets better health care, maybe you should pay attention: What hospital communicators can learn from man's best friend
Even though regulations for animal health care services and products might differ, their hospitals face similar challenges to those in human health care hospitals.
Lack of resources, time to educate, cost of care and "Dr. Google" are a few of the issues—sound familiar? The "customer experience" during the visit, the follow-up afterward and what others might say about the experience determine if those patients will ever return again.
This session will share lessons learned about animal health care, and challenge your thinking and offer ideas to help you achieve your mission of "patient care first." You'll learn how VCA Animal Hospitals combined traditional and digital channels to build a focused approach to delivering a supporting and reassuring experience "outside of their walls," improving client satisfaction and bonding to their organization.
This session will show you:
- Why focusing on building an emotional experience can help you decide which communication tools to use
- How social media has incredible power if integrated with other traditional and digital channels
- How to remain in control of the message, without losing your audience
- How you can track, measure and quantify ROI and reputation impact
|Dr. Alexis Nahama is currently Vice President of Marketing for VCA Animal Hospitals, a public company that owns and operates about 580 veterinary hospitals across the United States and Canada.
SPECIAL KEYNOTE (ALL TRACKS)
Yes, when crisis hits, you can build trust
When you've learned that the unthinkable is happening to your hospital, how would your leaders and communicators respond? Or, if the media are reporting a crisis at your hospital and their information is inaccurate, what would you do?
If your team is able to respond proactively, these times of crisis can build trust between your hospital and your patients—especially if your hospital is prepared to talk about difficult issues on social media channels.
See how our panelists have dealt with the following: a deadly accident at a nearby fair, a troubling arrest of a former staff member, a reported armed robbery on campus and a patient who committed suicide.
This session will cover:
- The benefits of involving social media in the early phases of crisis planning
- The importance of the relationships between hospital leaders, legal and communications
- How to report on the response to your communications in near real time
- Preparing internal advocates to be social media crisis responders
- The importance of proactive monitoring of social media—both during times of crisis and when it's "business as usual"
|Brycie Jones is the Social Media Manager at Oregon Health & Science University.
|Joanna Woerner is a Web and Social Media Analyst with Indiana University Health.
|Michael Schwartzberg is the Media Relations Manager with Greater Baltimore Medical Center.
|Mark Ragan (panel moderator) is the CEO of Ragan Communications in Chicago.
Why it's a bad idea to block social media at your hospital
Is your health care organization Facebooking, tweeting and blogging, but not one of your executives seems to be aware of it?
You're not alone. In fact, some of your colleagues have it worse: 54 percent of businesses block employee access to social media websites at work. Within health care, that number may be even higher.
Can you reverse this blocking?
Yes, you can!
During this session, our presenters from IU Health Center and Baylor Health will teach you how they unblocked social media at their health centers.
- Common organizational concerns that lead to blocking social media sites
- Tips for identifying and alleviating concerns about social media
- The internal departments you should engage to unblock social media
- How to win over execs and others who can unblock social media
- Why writing a social media policy is the key to unblocking
- How to educate employees about using social media at work
- Why blocking social media websites can affect your future workforce
- Why unblocking social media sites benefits your organization
|Ashley Howland is the Social Media Manager for Baylor Health Care System.
|Libby Manship is the Director of eHealth for Indiana University Health.
|Valita Fredland is the associate general counsel and chief privacy officer at Indiana University Health.
|Randy Schwarz (panel moderator) is a consultant for Mayo Clinic Center for Social Media.
Set the stage for opportunistic marketing—and successful fundraising—at your hospital
SSM Cardinal Glennon Children's Medical Center in St. Louis took a rare incident during a national televised sporting event (a Major League Baseball playoff game between the Cardinals and Phillies) and spontaneously launched one of the most successful outreach, awareness and fundraising efforts in the hospital's 56-year history, raising more than $500,000 to build a playground at the medical center. The Cardinal Glennon Children's Foundation team will share what tools were used to get an entire city to "Rally" behind a furry squirrel that dashed across home plate and quickly became the mascot of its pediatric medical center. You'll learn the steps the hospital took to engage thousands of Cardinals baseball fans overnight. In addition, you'll hear about its multi-media approach that was used in less than 48 hours and how the branding and public awareness momentum continued for 21 days.
This session will get you prepared for when that big opportunity knocks in your hometown.
You will learn:
- What "opportunistic marketing" can mean for your hospital
- How to build key community and media partnerships that can make spontaneous campaigns happen
- How to create a culture of innovation within your hospital staff and communications team
- How to use early success to build more momentum through multi-media approaches
- What you need to be prepared for when the next big "Rally" comes to your city
|Dan Buck serves as the Executive Director of Cardinal Glennon Children's Foundation at SSM Cardinal Glennon Children's Medical Center.
|Rose Fogarty serves as the Communications Manager for Cardinal Glennon Children's Foundation at SSM Cardinal Glennon Children's Medical Center.
Closing Keynote (ALL TRACKS)
With social media, patient education doesn't stop in the doctor's office
Patient education is changing. Traditional pamphlets and posters on the doctor's walls are ignored. Instead, today's patients are more involved with Google search and smartphone screens. As a result, health care education is no longer reliant on a doctor's office visit. Joining patients in the online space offers physicians an opportunity to educate their patients in a dynamic, new and effective way.
Pediatrician Dr. Natasha Burgert will demonstrate how an active social media presence is able to assist patients in health care decision-making "between the checkups." Through her blog, she is able to create a revolving door of relevant health care information. In addition, Dr. Burgert demonstrates how the online space can optimize the time spent in the office, and provide adequate tools to reinforce the message after the patient has gone home.
In this session, you will learn:
- How creating a social network for personal learning increases your effectiveness as a physician health educator
- A simple formula to keep a physician's online content relevant and engaging
- How a general pediatrician uses online tools to share a health care message, and incorporates social media into daily patient workflow
- How to make time at point of care more efficient and enjoyable by strategically creating educational messages
- Ways to direct your patients to health care messages while in the office, and after the point of care
|Dr. Natasha Burgert is a board certified pediatrician who sees patient families full-time. She also serves as the Social Media Community Manager for her private practice group.