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

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.

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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

TRACK 2: SOCIAL MEDIA FOR INTERNAL COMMUNICATIONS

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.
How to get your leadership to sign off on social media
Alice AckermanWith so many compliance and privacy issues in health care, getting approval and budgets for social media is a challenge for many health care organizations. So how can communicators get senior executives, and the legal team, to sign off on social media? Learn how Dr. Alice Ackerman launched the "Close to Home" blog and built an engaged social media following, and the valuable lessons learned through the process.

You'll learn:

  • How to obtain the buy-in of senior leaders for social media
  • Potential risks for patients, providers and employees on social media
  • How to engage followers while remaining compliant
  • How to collaborate with PR and marketing teams to develop content
  • The true "ROI" of social media to an organization
Alice Ackerman, MD, MBA FAAP, FCCM is the Chair of the Department of Pediatrics at Carilion Clinic and Professor and Founding Chair of Pediatrics at the Virginia Tech Carilion School of Medicine.

11:30 a.m.–12:30 p.m.
Giving employees a voice with Yammer
Elizabeth HartyYour employees have grown comfortable using social media as a way to communicate outside of work, so why not use social media as a way to communicate WITH your employees internally? You might be missing out on conversations that could strengthen collaboration and community. In this case study-driven session, Mayo Clinic shares its experience with using social media internally and the lessons it's learned.

You'll learn:

  • How Mayo Clinic is using internal social media tools to communicate with its employees
  • How its employees are using Yammer to successfully collaborate with co-workers across campus and across the country
  • Why you need champions to recruit members and promote adoption of internal social media
Elizabeth Harty is a Public Affairs Specialist for Mayo Clinic.

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.
Breaking down the silos to create an integrated content strategy
Brian GreshChristopher Nelson Transitioning to a content marketing strategy takes more than great content. By integrating teams, evolving traditional public relations roles and reimaging the organization's website, University of Utah Health Care's communication team has truly learned to share. Learn how the University of Utah Health Care went from a typical static content website to a dynamic content generation machine in just over a year, and the strategies they are using to share their content far and wide.

During this session you'll learn:

  • How to build a content marketing team
  • What resources you need for a successful content strategy
  • The difference between content marketing and native advertising
  • How to measure success
  • Strategies to distribute your content
Brian Gresh is Senior Director of Interactive Marketing & Web for University of Utah Health Care.

Christopher Nelson is Assistant Vice President for Public Affairs for University of Utah Health Care.

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.
Social storytelling that engages and involves your employees
Tanguay DeniseHeather GjerdeIs your internal communications team able to creatively handle the increasing load of news and information that your employees need to know? Are your communications effectively engaging employees to take action about what really matters to the organization? If not, ask your workforce to share your organization's stories in their own words, pictures and videos—then see what happens. You might be surprised at the results.

In this session you'll learn how to:

  • Develop communications contests that boost employee engagement and support key messages
  • Involve employees as brand ambassadors by giving them guidance on what to talk about
  • Produce employee stories aligned with your organization's brand and strategies
  • Keep the stories alive on video, online, in print and in person
  • Boost employee pride, engagement and recognition by continually inviting and sharing feedback
Denise Tanguay is Director of Workforce Communications for Scripps Health.

Heather Gjerde is Social Media Specialist at Scripps Health.

10:15 a.m.–11:15 a.m.
Measure internal communications and prove the value of social media
David OarrDo you know if your communications are working? How do you measure electronic communications like intranets and social enterprise networks? Which metrics matter most to senior leaders? Learn how to measure your communications initiatives and the best way to calculate ROI to ensure your program's success.

You'll learn how to:
 

  • Simplify tracking and reporting on many social media channels
  • Measure internal communication and avoid common pitfalls
  • Get insights to improve internal communication
  • Integrate metrics into your plan and make measurement easy and readily available
David Oarr is Director of Online Communications at APCO Worldwide.

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.