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.
Using videos to help patients with surgical anxiety
Mary I. O'Connor

Of course it is normal to have some anxiety if you are about to have surgery, but some patients have higher levels of anxiety and this can negatively impact their outcomes. Doctors and nurses do not have more time to spend with patients in an effort to address this anxiety. Can social media help? Yes!

During this session you'll learn:

  • The association between high levels of anxiety prior to surgery and surgical outcomes
  • How you can create a "virtual" inpatient hospital experience
  • How viewing these videos decreased preoperative anxiety
  • How to use QR codes to facilitate video viewing
Mary I. O'Connor, MD, is Professor of Orthopedic Surgery at the Mayo Clinic College of Medicine.

11:30 a.m.–12:30 p.m.
Online reviews:
Why you should care and what you need to know about them

Michael J. Sacopulos

Millions of Americans select medical providers based upon online reviews. Health care institutions and providers that fail to recognize the importance of patient online reviews do so at their peril. This session will reveal ways in which health care providers can enhance their online reputations and reviews while remaining within the ethical bounds set by state licensing boards.

You'll learn:

  • The types of online review sites and which ones are most effective
  • The importance of online reviews
  • The best ways for medical providers to enhance their reputations through review sites
  • How to respond to negative online reviews
  • The legal options available, including Communications Decency Act/HIPAA, state privacy laws, picking jurisdiction, subpoenas and IP addresses
Michael J. Sacopulos is the CEO of Medical Risk Institute.

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.
Connecting the people of the world with the people of Johns Hopkins Medicine
Aaron WatkinsTherese LockemyThe Internet Strategy Team at Johns Hopkins Medicine has rallied leaders and experts across the institution around a people-first digital strategy. Their approach: Present the complex world of research, education and patient care without forcing audiences to understand the complexities of academic medicine.

Social media is a critical element in this approach, offering one of the most accessible opportunities to connect people to people, while sharing a human and approachable side of academic medicine.

You'll learn how to:

  • Integrate social and content strategies to drive engagement
  • Focus on opportunities that best fit your organization
  • Continuously evolve your approach
  • Find opportunities that your resources can support
  • Rally internal support from legal, HR and patient services
  • Handle individual, unplanned, social activities by staff
  • Report to C-suite leadership and get them to give you more resources
Aaron Watkins is the Director of Internet Strategy at John Hopkins Medicine.

Therese Lockemy is the Internet Marketing Manager at Johns Hopkins Medicine.

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.
What to do when you work with really, really smart people
Jake JacobsonSubject matter experts are everywhere throughout your organization. Some of your doctors and executives least likely to tweet on their own could be the best candidates for a Twitter chat. By engaging, educating and empowering these experts, you can use social media to build awareness and reputation while showcasing the personalities behind your brand. They can connect directly with your community, media and industry peers, and they don't have to be fluent in Twitter to tweet. That's where you're the expert.

During this session, you'll learn:

  • How a Twitter chat series can succeed when doctors have no prior Twitter experience
  • Ways to calm and convert the social media skeptics
  • How to help your experts focus on what the tweets say, not how the tweets work
  • A few do's and don'ts for choosing a chat topic
  • Ways to find potential partners and participants
  • How to play nice when you're a party crasher
Jake Jacobson is the National Media Relations Manager for Children's Mercy Hospital.

10:15 a.m.–11:15 a.m.
Audience participation: The power of letting your patients own your brand
Sue KleinForty-one percent of people use social media to help choose a health care provider, according to the latest research. Does this strike fear into your executive suite? It doesn't have to. Harnessing the power of your patients' own actions and comments on social media can increase your market share.

Getting your patients to market your brand—through their own social networks—is the most effective, authentic endorsement we can have!

During this session you will learn:

  • How letting go of social media control can help your own patients market your services
  • Tips to help you harness the power of your patients' own social media networks
  • Why negative comments are a great opportunity for a positive result
  • "Conversation starters" to use with your patients to highlight services and providers on social media
  • Ways to communicate the results of your efforts with the C-suite to allay their fears and gain their support
Sue Klein is the Manager of Interactive Strategy for Nebraska Methodist Health System.

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.