TRACK 2: MOBILE HEALTH CARE COMMUNICATIONS
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.
How you can use mobile health care to change habits and save lives
Want to connect to your audience? Pull out your cellphone.
Palo Alto Medical Foundation is helping change unhealthy behaviors through texting. The California Poison Control System launched "The Choose Your Poison" game that helps people differentiate poison from medicine.
During this session, you will learn about:
- Philosophies of behavior change and personalized care
- Expanding mobile capabilities for chronic disease management
- Creating mobile games that people want to play
- Adding Facebook and Twitter components to your mobile program
|Martha Simmons, M.D., Ph.D., is a Clinical Content Manager for personalized health care programs at the Palo Alto Medical Foundation's Druker Center for Health Systems Innovation.
|Iana Simeonov is part of the mHealth team at the University of California San Francisco (UCSF).
Zombies (yes, zombies!) are the key to the CDC's viral health campaign
In an age of news feeds and status updates, using social media to spread the word is how we all communicate. Going viral is no longer reserved for germs—it's actually a good thing and can help spark a conversation that is often ignored. This session will cover how CDC communicators used social media to shape and implement its public health preparedness campaign around zombies. The campaign went viral and was able to make more than 3.6 billion impressions for just $87.
This session will show you how to:
- Promote feedback from your online audience
- Identify the strengths of various social media channels
- Incorporate social media into your public health messaging
- Create successful public health campaigns using social media
|Maggie Silver is a Health Communication Specialist for the Centers for Disease Control and Prevention, where she conducts media relations, public health messaging for external audiences, and internal communications.
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.
Your patients want mobile. Are you ready?
Over the last two years, Inova Health System's online properties measured a dramatic jump in the number of mobile users (from 3 percent to more than 15 percent)—and its website wasn't even (officially) mobile-friendly. To catch up with the times, Inova has recently embraced mobile system-wide and created a comprehensive mobile strategy that includes custom built apps, mobile-friendly websites, integration with third-party apps and mobile advertising.
Learn how a major metropolitan hospital system was able to take disparate needs and mobile requests and combine them into a single mobile strategy to support a unified brand and drive growth. Chris Boyer will share how to build internal teams, create a strategy (when none exists) and use measurement to gain advocacy.
In this session, you will learn:
- How Inova created its first mobile app—and why
- How to distinguish a "true mobile strategy" from a "mobile distraction"
- When to make your own mobile app and when to use a third-party solution
- How to get the right people around the table to make it work
- How to prove the importance of mobile to your executive team
|Chris Boyer is the Director of Digital Communications and Marketing for Inova Health System, a six-hospital nonprofit health system serving the Northern Virginia and Washington, D.C. metro area.
|Steven Dean is the administrative director of telemedicine operations for the Inova Health System.
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.
Mayo Clinic mobile patient app: Make information more accessible for patients and the public
The vision of Mayo Clinic's mobile strategy is to give Mayo patients and staff global access to information and people anywhere, anytime and anyplace. These tools will help Mayo improve communications with patients, physicians and other care providers, as well as employees. The Mayo Clinic Mobile Patient App is one of the newest and most unique apps for patients.
You'll hear about:
- Why the app was created
- How it provides an experience that enhances the patient visit to a Mayo Clinic campus
- How it interacts with the Mayo Clinic patient portal
- Educational touch points that are built into the app
|Troy Neumann is the chief software architect for mobile app development at Mayo Clinic.
How to use the iPad to comfort and inform young hospital patients
Children confront a variety of stressful events that affect their natural ability to cope. Unexpected and traumatic experiences, such as hospitalization, are upsetting to everyone involved. Children are particularly vulnerable and their family members may feel unsure of their ability to understand how to manage these experiences. With the help of iPad applications, Kia Beickert has developed a plethora of patient education tools that prepare children for medical treatment using language that children understand.
In this presentation you will learn:
- How the iPad eases communication during the hospital experience for the pediatric population
- How children's fears and anxieties are alleviated through mobile technology
- Which applications are optimal for age-specific patient interactions
|Kia Beickert is a Child Life Specialist at NorthShore University Health System in Evanston, Illinois. She is a certified professional with expertise in helping children and their families cope with their hospitalization by providing non-medical preparation and support for children undergoing tests, surgeries and other medical procedures.
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.