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

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  • 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


Wednesday, October 22

9 a.m.–10 a.m.
Opening keynote
Deepening the social media revolution
Aase LeeFarris Timimi Mayo Clinic began its social media journey nearly a decade ago as a natural outgrowth of its news media strategy, making in-depth information available directly to patients and consumers. By creating the Mayo Clinic Center for Social Media (MCCSM) in 2010, Mayo leaders committed to seeking beneficial applications for social tools not only in public relations and marketing, but in improving patient care, strengthening medical education and advancing research. And with its Social Media Health Network (SMHN), Mayo became a resource for colleagues in health care interested in harnessing these revolutionary tools.

In the summit's opening keynote, Lee Aase and Dr. Farris Timimi will show:

  • How Mayo has used a Wordpress-based community platform in applications ranging from public social networks to private, patient-only support groups
  • How participants from inside and outside of Mayo Clinic have developed strategic, practical applications of social media through MCCSM's Social Media Residency program
  • How Mayo Clinic actively encourages use of social media by employees and students, providing guidelines, educational resources and tools
  • Why social networking strategies are expected elements of all communications initiatives at Mayo Clinic
  • How you can measure bottom-line benefits of social media and make the case for increased resources, even without a comprehensive CRM system
  • How social media and social networking tools can increase engagement of frontline clinical staff and improve clinical care
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.

10:15 a.m.–11:15 a.m.
Create and launch a brand journalism site
Karl W. OestreichRon PetrovichA brand journalism site offers your audiences compelling content and showcases the work of your organization and its people. In this session, you'll get an insider's look at the Mayo Clinic News Network, Mayo's daily health and medical news site. Learn how they created the vision for the Network and built the site, and what they learned along the way.

You'll learn:

  • Strategies to tell your story and create content for your site
  • How to develop editorial guidelines and train your team
  • How to integrate content on multiple platforms
  • How to maintain a daily news site
Karl W. Oestreich, ABC, is Manager, Enterprise Media Relations, Public Affairs at Mayo Clinic.

Ron Petrovich is Manager of Mayo Clinic News Network at the Mayo Clinic Center for Social Media.

11:30 a.m.–12:30 p.m.
Working in the gray area:
How to build a social media program that's ethical and compliant

Ashley HowlandDavid EllenbogenDoes the term HIPAA give you anxiety? Do you know how FTC guidelines apply to social media marketing and communications? If you feel you need more clarity in interpreting these guidelines for social media communications, you are not alone. As health care communicators, it's difficult to navigate and interpret the laws and apply them to social media, but it may be easier than you think. In this session, you'll learn tools and strategies for clearing up the gray area and keeping your social media program ethical and compliant.

During this session, you'll learn:

  • How to effectively work with your health care organization's legal, compliance and risk management teams
  • The current landscape of HIPAA regulations and enforcement, and its effect on social media
  • How to appropriately engage and respond to patient feedback on social media channels while staying compliant
  • Tactics for interpreting FTC guidelines and how they apply to social media communications and blogging
Ashley Howland is the Director of Digital Communications and Social Media for Baylor Scott & White Health.

David Ellenbogen is Vice President Legal Counsel, Legal/Risk Management for Baylor Scott & White Health.

12:30 p.m.-2 p.m.
Lunch and general session
*General session starts at 1:15 p.m.

Sarah BrambletteCindy ChmielewskiDanielle Ripley-Burgess

During this panel discussion, you'll hear from three patients who are blogging, tweeting and Facebooking about their illnesses.

Not only will you hear inspiring stories, but you'll also learn:

  • Why patients/caregivers/healthcare professionals should consider using social media as a tool
  • How social media can be used to raise awareness about an illness
  • How patients use social media to find treatment options and providers in geographic areas
  • How social media has helped patients evolve from uninformed participants in healthcare to an empowered patients
Sarah Bramblette (@Sarah Bramblette) is a Lipedema and Lymphedema patient who combines her experiences as a patient and healthcare administrative professional in her advocacy efforts.

Cindy Chmielewski (@Cindy Chmielewski) is a Rutgers University graduate who, upon graduation, secured a job as an educator and has been teaching ever since.

Danielle Ripley-Burgess is a two-time colon cancer survivor and works as the Director of Communications for Fight Colorectal Cancer.

2:15 p.m.–3:15 p.m.
Pinterest and Instagram: Powerful tools for visual storytelling
Tracey Christensenkrisleigh hoermannPinterest is the second largest traffic driver (behind Facebook), while Instagram has now surpassed Twitter with more active users, according to a report by eMarketer. Health care communicators can't miss this opportunity to tell powerful visual stories about their organizations, drive community engagement, share the patient experience and more. During this session, you will learn how to integrate Pinterest and Instagram into your social media program.

You'll learn:

  • How to tell a story with visual content
  • How to attract and engage brand advocates
  • Why your organization should care about Pinterest
  • How to turn pinners into patients
  • How to share your patient success stories
  • How to use Pinterest to promote your key service lines
  • How to boost campaigns through the use of hashtags
  • How to build community on Instagram?
Tracey Christensen is Social Media Specialist, Marketing and External Affairs at Piedmont Healthcare.

Krisleigh Hoermann is Director of Operations/Digital and Social Media Consultant for the American Heart Association | American Stroke Association.

3:30 p.m.–4:30 p.m.
Special keynote
Reunited and it feels so good: How hospitals and doctors use online channels to communicate in partnership
Greg MatthewsFor years, it's felt as though the gulf was widening between hospitals and the doctors who affiliate with them to provide care. Today, though, the hospitals that are beginning to embrace doctors as the online face of their organizations are starting to see significant benefits. For example, hospitals who follow even some of their doctors on Twitter have, on average, 178% more followers than those who don't. And hospitals who actually mention the Twitter handles of their doctors get 19x as many mentions from their doctors as those who don't. Yet even the most forward-thinking hospitals are following less than 10% of their tweeting doctors.

During this session, you'll learn:

  • The facts about hospitals and doctors online—what does their engagement really mean?
  • What's the responsible way for doctors and hospitals to engage with each other online?
  • What are the easily avoidable pitfalls in the physician/hospital partnership?
  • How can hospitals encourage more online interaction from their physicians?
  • What are the common traits of the organizations who are leading the way in this space?
Greg Matthews is Managing Director of MDigitalLife—Understanding, engaging and activating physicians in the digital age.

4:30 p.m.-5:30 p.m.
Optional Mayo tours

5:30 p.m.-7 p.m.
Networking Cocktail Party
Courtesy of Mayo Clinic Center for Social Media

Thursday, October 23

7:45 a.m.-8:45 a.m.
Optional Mayo tours

9 a.m.–10 a.m.
Using brand journalism for earned media: How brand journalism drove so much buzz it crashed a major hospital's website!
Lisa Arledge PowellRobert (Bob) MackleLearn how one of the nation's top academic medical centers successfully uses brand journalism to boost the hospital's national reputation and drive patient volume. The Ohio State University Wexner Medical Center has reached an unprecedented audience, including consistent coverage from national media outlets like NBC and CBS News as well as major national newspapers, due to brand journalism tactics.

Attendees will see multiple case studies from top health care brands, including one case study that drove so many consumers (almost 1 million) to OSU's website that its website crashed!

For the first time at a national public relations conference, Google Glasses will be used in the session to help the audience see "live" how The Ohio State University Wexner Medical Center used Google Glass technology for its groundbreaking surgery that was seen by millions thanks to brand journalism.

You'll learn:

  • How to use brand journalism to attract national news media coverage such as NBC News and The Wall Street Journal
  • How to use brand journalism for company-owned media channels such as Facebook, Twitter and Instagram
  • Key criteria needed for brand journalism stories via the "MediaSource Brand Journalizer" process
  • How to transition from communications professional to brand journalist
  • How to run your health care communications team like a newsroom
  • How to get hospital executive buy-in for brand journalism
Lisa Arledge Powell is the President of MediaSource.

Robert (Bob) Mackle is the Director of Public Affairs and Media Relations at The Ohio State University Wexner Medical Center.

10:15 a.m.–11:15 a.m.
Google+ Hangout: Not your grandmother's press conference
Susan KriegerMichael YoderIn 2013, Spectrum Health System used a Google+ Hangout to create a live broadcast of a press conference about its brand-new adult bone marrow transplant (BMT) program with one of the first patients. Due to the patient's compromised immune system, neither a traditional press conference nor live media interviews would work. After exploring the unique characteristics of Google+ Hangouts, this tool was chosen to accomplish all three goals. Pulling something this "new" off in a very conservative culture was tricky. We'll share the success of this event along with valuable lessons learned in the process.

During this session, you'll learn:

  • Legal considerations for planning a Google+ Hangout broadcast
  • A sample communications plan that you can use as a template
  • How to explain the value of Google+ Hangouts (and social media in general) to senior management
  • Ideas for repurposing the content of your Google+ Hangout broadcast
Susan (Sue) Krieger is Media Relations Consultant at Spectrum Health.

Michael Yoder is Social Media Consultant, Community Engagement at Spectrum Health.

11:30 a.m.–12:30 p.m.
Closing keynote
Break down the barrier:
Get your physicians to see the upside of social media

Ryan D. MadanickDr. Madanick ventured full-force into social media in early 2011 and hasn't looked back. He has become a nationally recognized physician proponent for the use of social media to advance the care of patients as well as to improve the education and continued development of physicians. He is one of the most recognized adult gastroenterologists on Twitter. He speaks nationally to doctors to encourage them to emerge from their silos of skepticism and paradigms of pessimism to embrace the opportunities for, and obligations of, physicians as active participants in online medicine.

In this keynote, Dr. Madanick will:

  • Help health care communicators see the physician's view of the downsides of social media
  • Offer talking points for health care communicators to engage physicians in social media
  • Provide personal examples of how social media has helped his career
  • Show how even minimal time & effort by the physician have significant ROI
Ryan D. Madanick, M.D. is an Assistant Professor of Medicine at University of North Carolina School of Medicine, and serves as Fellowship Director & Vice-Chief for Education for the Division of Gastroenterology & Hepatology.

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