The 6th Annual Health Care Social Media Summit at the Mayo Clinic

The 6th Annual Health Care Social Media Summit at the Mayo Clinic

October 21-23, 2014
Mayo Clinic
Rochester, MN

Pre-Conference Workshops: October 21
Conference: October 22-23
Price: $1295
Member Price: $1045
  • Create a social media program that is HIPAA compliant
  • Prove the value of social media to senior leaders
  • Break down the silos to create a powerful social media strategy
  • Use social media to share the patient experience and raise awareness for your organization

Presented by Ragan Communications, PR Daily and Health Care Communication News: An event hosted by Mayo Clinic Center for Social Media

Twitter hashtag: #mayoragan

Can’t attend in person? Sign up for our live webcast. Click here for details.

Product Code: Y4CH0MN
Ragan Insider Members. Remember to login to secure your member price.
  • Featuring:
    krisleigh hoermann American Heart Association
    Krisleigh Hoermann
    Powerful tools for visual storytelling
    Ann Andrews Morris AndMore Communications
    Ann Andrews Morris
    Effective strategies to prevent and manage a digital crisis
    David Oarr APCO Worldwide
    David Oarr
    Measure the value of internal communications
    Ashley Howland Baylor Scott & White Health
    Ashley Howland
    How to build a social media program that's ethical and compliant
    Alice Ackerman Carilion Clinic
    Alice Ackerman, MD
    Get your leadership to sign off on social media
    Jake Jacobson Children’s Mercy Hospital
    Jake Jacobson
    What to do when you work with really, really smart people
    Therese Lockemy Johns Hopkins Medicine
    Therese Lockemy
    Connecting the people of the world with the people of Johns Hopkins Medicine
    Elizabeth Harty Mayo Clinic
    Elizabeth Harty 
    Give employees a voice with Yammer
    Karl W. Oestreich Mayo Clinic
    Karl W. Oestreich, ABC
    Create and launch a brand journalism site
    Greg Matthews MDigitalLife
    Greg Matthews
    Reunited and it feels so good: How hospitals and doctors use online channels to communicate in partnership
    Lisa Arledge Powell MediaSource
    Lisa Arledge Powell
    Use brand journalism for earned media
    Michael J. Sacopulos Medical Risk Institute
    Michael J. Sacopulos
    Online reviews: Why you should care and what you need to know about them
    Sue Klein Nebraska Methodist Health System
    Sue Klein
    Audience participation: The power of letting your patients own your brand
    Tracey Christensen Piedmont HealthCare
    Tracey Christensen
    Powerful tools for visual storytelling
    Susan Krieger Spectrum Health
    Susan Krieger
    Google+ Hangout: Not your grandmother’s press conference
    Brian Gresh University of Utah Health Care
    Brian Gresh
    Breaking down the silos to create an integrated content strategy
    Ryan D. Madanick University of North Carolina School of Medicine
    Ryan D. Madanick
    Break down the barrier: Get your physicians to see the upside of social media
    Heather Gjerde Scripps Health
    Heather Gjerde
    Social storytelling that engages and involves your employees


Tuesday, October 21

9 a.m.-11 a.m.
How to create a brand journalism site that will transform your hospital communications
Mark RaganWhat does it take to build a brand journalism website that offers compelling content while it showcases your organization? You'll find out in this in-depth pre-conference workshop that offers practical strategies to use tried-and-true methods of journalism to engage your audiences and boost your competitive advantage. You'll also learn tips from an in-depth case study about Advocate Health Care's site, "health enews," launched in 2013.

You'll leave this workshop knowing how to:

  • Make the business case for brand journalism to hospital leaders
  • Assess existing content and decide how it needs to change
  • Build a website that matches your editorial strategy and brand
  • Set up editorial processes and guidelines, and train your team in them
  • Launch and market your site
  • Measure the success of your content strategy

You'll also learn:

  • How you can persuade senior VPs, the CMO and the CEO that NOW is the time to act
  • The role of authentic, low-cost video in your content master plan
  • How to integrate Twitter, Facebook, LinkedIn and Pinterest into your content strategy
Mark Ragan is the Publisher and CEO of Ragan Communications Inc., the nation's leading provider of corporate communication information and training. For 15 years, Mark covered Congress, the White House and national political campaigns for Copley News Service, States News Service, New York Newsday, the San Diego Union-Tribune and Insight Magazine.

11:00 a.m.-12:00 p.m.
Optional Mayo tours

12:30 p.m.-2:30 p.m.
Video boot camp for health care communicators
Drew KellerIt's nearly impossible to keep the attention of patients or medical staff when your video plods through a dry medical subject. Successful videos deal with people and stories that create understanding with a human touch. To engage, you need to do more than relay facts.

Learn how to create videos that enlighten, engage, inspire and educate:

  • Make your message resonate with your audience: Learn how to match content to audience expectation
  • Is your message technical? Procedural? Are you creating awareness? Understand your goal before you start
  • Training videos don't have to put your audience to sleep. Who you cast as your on-camera talent can make or break your message. What to consider (likability? credibility?) when you choose your messenger
  • Put patients at ease with videos that help them understand procedures
  • Is your outreach seen and heard by your audience?
  • Match your video's tone and method to your audience
  • How to manage doctors, nurses and research Ph.D.s/M.D.s on-camera. The key: Help them understand that more information is often less effective
  • Script basics and when to skip the script
  • The Production Practices Survival Guide: Camera height, framing and environment
  • Sequencing and mastering ways to avoid the "talking head" video
  • Move beyond white walls: Ensure your video's environment boosts your message
  • How to shoot an interview (it's not as straightforward as you think)
  • The best way to shoot when you can't use external lighting
  • Why sound is so important and how you can make yours better
Drew Keller is an award-winning television producer, editor, Web developer and educator.

3 p.m.-5 p.m.
Crisis communications workshop:
Effective strategies to prevent and manage a digital crisis

Ann Andrews MorrisPractically every day a crisis hits organizations large and small. Some of these crises are unavoidable; some are created by the people and organizations themselves. And in today's world, a quote attributed to Mark Twain is truer than ever, "A lie can be halfway around the world while the truth is still putting its shoes on."

A recent digital readiness survey shows that more than one-third of CEOs fail to consider their organizations' social media reputation when making business decisions, and even more concerning, more than 10 percent say they will take no action in response to a negative article or social media post.

With health care's compliance and privacy issues, the risks are even higher. As the social media leader for your health care organization, preparing for a crisis—before it strikes—and knowing how to manage a crisis if one occurs is vital to your organization's survival.

In this interactive session, you'll learn:

  • Social media communications strategies during crises: the good, the bad and the ugly
  • What puts organizations at risk during a crisis and what you can do to protect yours
  • Why the most effective defense is a good offense (e.g., a social media crisis plan that's in place well in advance of any crisis)
  • How an effective social media crisis plan can build allies in advance of a crisis and create new ones during and after
  • How to integrate social media response with all internal and external communications channels and messaging
  • How to measure the effect your social media efforts are having on your organization
  • How to maintain and advance your organization's reputation during and after a crisis
Ann Andrews Morris is the Founder of AndMore Communications, a Washington, D.C.-based firm specializing in nonprofit strategic communications.