Health Care Communicators Conference
CONFERENCE

Health Care Communicators Conference

Sept. 29-Oct. 1, 2015
Baltimore
Price: $1295
Member Price: $1045

Pre-Conference Workshops: Sept. 29
Main Conference: Sept. 30-Oct. 1

  • Make storytelling an ingrained habit in your organization's culture
  • Manage your online physicians' profiles and reputations
  • Start your own in-house video studio on a shoestring budget
  • Develop social media brand advocates and employee ambassadors

Twitter hashtag: #raganhealthcare

Can't attend in person? Sign up for our live webcast.

Presented by Ragan Communications. An event sponsored by Johns Hopkins Medicine

Ragan Communications, Inc. Johns Hopkins Medicine
Product Code: Y5CH0MD
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  • Keynotes with:
    Dr. Alfredo Quinones-HinojosaDr. Alfredo Quiñones-Hinojosa, professor of neurological surgery and oncology, neuroscience and cellular and molecular medicine at Johns Hopkins Medicine.
    Justin SmithJustin Smith, M.D., pediatrician and the medical advisor for digital health at Cook Children's Health Care System
    Winifred KingWinifred 'Wini' King, assistant vice president of strategic marketing and communications at Cook Children's Health Care System
    David VenerDavid Vener, president and marketing director at Smith & Jones
    Breakout sessions with:
    Dr. A. Jay KhannaJOHNS HOPKINS MEDICINE
    Dr. A. Jay Khanna, professor and vice chair of professional development, department of orthopaedic surgery and division chief for orthopaedic surgery, national capital region
    Manage your online physicians' profiles and reputations
    Annie BurtMAYO CLINIC
    Annie Burt, manager for institutional communications
    Meaningful metrics: Measurement strategies that get results
    Lizzie CostelloCHILDREN'S HOSPITAL COLORADO
    Lizzie Costello,writer and video producer
    How to launch a unique speaker series with a TED-like talk
    Amanda TodorovichCLEVELAND CLINIC
    Amanda Todorovich, director of content marketing
    Case study: How social media transforms marketing at Cleveland Clinic
    Sue KleinNEBRASKA METHODIST HEALTH SYSTEM
    Sue Klein, manager of interactive strategy
    No hospital logo, no branding: Use brand journalism to get consumers to choose your physicians
    Gina CzarkNEWYORK-PRESBYTERIAN
    Gina Czark, head of social media
    Engage employees and leaders as part of your digital strategy
    Jessica FillingerNEWYORK-PRESBYTERIAN
    Jessica Fillinger, community manager
    Engage employees and leaders as part of your digital strategy
    Mark RaganRAGAN COMMUNICATIONS
    Mark Ragan, publisher and CEO
    Inside Out: Brand journalism for the internal communicator
    Jim YliselaDUFF MEDIA PARTNERS, INC
    Jim Ylisela, president and co-owner
    Inside Out: Brand journalism for the internal communicator
    Dr. Peter PronovostJOHNS HOPKINS MEDICINE
    Dr. Peter Pronovost, critical care physician
    How do you measure up? Set hospital quality goals with a high-striking internal communications plan
    Aaron WatkinsJOHNS HOPKINS MEDICINE
    Aaron Watkins, senior director of internet strategy and digital content marketing
    Manage your online physicians' profiles and reputations

TRACK 1: Internal Communications

Wednesday, Sept. 30

9 a.m.-10 a.m.
Opening keynote
Creating the physician-patient connection
Dr. Alfredo Quinones-HinojosaAs a world-renowned neurosurgeon and researcher, Alfredo Quinones-Hinojosa makes it his mission to provide health care and donated medical supplies to underserved people around the globe. He also shares his expertise by mentoring medical students and residents and allowing other physicians to observe his work. Dr. Q believes it's important for physicians to connect with patients in and out of the doctor's office.

In his keynote address, he will address how to:

  • Create a communications network
  • Use storytelling to attract much-needed donations
  • Motivate patients to serve as hospital ambassadors
  • Make mission trips and fundraisers a subtle but powerful part of your message?
Dr. Alfredo Quiñones-Hinojosa is a professor of neurological surgery and oncology, neuroscience and cellular and molecular medicine at Johns Hopkins Medicine. @DoctorQMd

10:15 a.m.-11:15 a.m.
Inside Out: Brand journalism for the internal communicator
Mark RaganJim YliselaWriting great content isn't just about your external audiences. The best brand journalism begins inside, with storytelling that connects with your first (and perhaps most important) audience: employees.

In this session, longtime journalists and communications consultants Mark Ragan and Jim Ylisela will show you how to:

  • Rate employee communications with the same metrics you apply to external content
  • Apply journalistic principles to internal content. We can't afford to be boring!
  • Tear down the walls between PR, internal comms, marketing and other communications disciplines
  • Upgrade your tools and channels to connect with employees where they live and work
  • Save time and reduce clutter by writing great content that works internally and externally
Mark Ragan is the publisher and CEO of Ragan Communications, Inc. @markraganCEO

Jim Ylisela is president and  co-owner of Duff Media Partners Inc. @jpyjr

11:30 a.m.-12:30 p.m.
Meaningful metrics: Measurement strategies that get results
Annie BurtEveryone clamors for data these days, particularly in the ambiguous health care environment where change happens fast and resources have shrunk. It seems no project gains approval unless you first produce metrics that show value. Too often we collect data that are easy to measure, rather than find data that bring meaning to our communication strategy. We struggle with how to package and share the data we've worked so hard to collect, spending precious time and resources preparing reports that may never see the light of day.

Annie Burt will share strategies Mayo uses to measure internal communications. Burt unlocks the secrets of using data to provide big insights.

In this session, you'll learn:

  • Ideas for quick, easy research anyone (on any budget) can implement
  • When data collection can inform a decision, and when that ship has sailed
  • How qualitative data yield deeper learning that supports "clicks, hits and likes"
  • To organize data to compel the attention of stakeholders and leaders
Annie Burt is a manager for institutional communications at Mayo Clinic. @Burta

12:30 p.m.-1:30 p.m.
Networking lunch

1:45 p.m.-2:45 p.m.
How to launch a unique speaker series with a TED-like talk
Lizzie CostelloPerhaps you just saw a TED Talk that motivated and enlightened you like never before. If only your leaders could affect your organization in such a captivating and inspiring way. What would that look like and how do you even start? For many organizations, putting on a TED Talk in its exact format seems unimaginable. However, it is possible for an organization to build a one-of-a-kind speaker series in the TED Talk format. Reach your internal audience in a meaningful way and reignite your culture one leader at a time. This session, inspired by the Spark Talk Series at Children's Hospital Colorado, will zero in on everything you need to make your vision speech, and your visionary shine.

In it, you'll learn:

  • How to plan and produce a speaker series that inspires audiences and sparks conversation
  • The 3 things every communicator needs before starting a speaker series
  • How to help an inexperienced speaker deliver an 18-minute vision speech
  • Why the right message for the right audience at the right time is critical
  • The details that will make your series a must-attend event
  • How to set and measure realistic goals for success
  • Other live interactions that will connect leaders with employees
Lizzie Costello is a writer and video producer at Children's Hospital Colorado. @ColoradoHealth

3 p.m.-4 p.m.
How do you measure up? Set and meet hospital quality goals with a high-striking internal communications plan
Lisa BroadheadDr. Peter PronovostPreventing harm can be as easy as washing your hands before entering a patient's room, but getting people to talk past mistakes and find out how we can learn from them can be as complex as brain surgery. Start these critical conversations at your hospital with a strong internal communications strategy that helps leadership measure progress and encourages employees to share experiences and speak up when they have concerns.

In this session, you'll learn:

  • What patient safety means
  • How to build a culture of safety within your hospital's walls
  • Where to start when you set patient-safety communication goals
  • How to craft an internal strategy that strikes a fun, motivational tone
  • How to find ways to get hospital leadership on board with your plan
  • How your communications strategies measure up to your quality targets
Lisa Broadhead is a senior communications specialist for Johns Hopkins Medicine marketing and communications team.

Dr. Peter Pronovost is a world-renowned patient-safety champion and a practicing critical-care physician for Johns Hopkins Medicine.

4:15 p.m.-5:15 p.m.
Special Keynote
How to integrate physicians and other health pros into your social media and content strategies: A physician's view and a communicator's view
Justin SmithWinifred KingHaving trouble recruiting and nurturing physicians to be involved in digital health? Are your executives on board with this? For success, you must show value for both executives and physicians and provide several ways to get them involved.

During this session, you'll learn:
 

  • How to identify physicians to be involved
  • Communications strategies to show value to fence-sitters (execs & docs)
  • How to offer opportunities for involvement with varying commitment levels
  • Coaching tactics to nurture content experts new to writing & social media
  • To work with physicians who write and don't write
  • How to get quality content; how to give doctors feedback on their writing and topic suggestions
  • How to get doctors to write what they know best so the rest of us can understand it
Justin Smith, M.D., is a pediatrician and the medical advisor for digital health at Cook Children's Health Care System in Fort Worth, Texas. @TheDocSmitty  

Winifred 'Wini' King is the assistant vice president of strategic marketing and communications for Cook Children's Health Care System. @CookChildrens

5:30 p.m.-7 p.m.
Networking cocktail party, courtesy of Johns Hopkins Medicine


Thursday, Oct. 1

9 a.m.-10 a.m.
Manage your online physicians' profiles and reputations
A. Jay KhannaAaron WatkinsWe don't get a second chance to make a first impression—in the digital age, more often than not, first impressions get made online. Health care providers and marketers must use proactive strategies to ensure that physicians' online reputations match their real world reputations and accomplishments. While we can't control what's on the web, we can create and inspire positive content.

During this session you'll learn:

  • Trends in consumer feedback and physician ratings
  • Strategies to present physicians through content marketing to show their expertise and compassion
  • How to optimize physicians' online profiles to attract patients and referring physicians
  • Common fears and surprising opportunities
  • How to improve perception and rankings
  • To operationalize learnings and improve quality of care
A. Jay Khanna is professor and vice chair of professional development, department of orthopaedic surgery and division chief for Johns Hopkins orthopaedic surgery, national capital region.

Aaron Watkins is senior director of internet strategy and digital content marketing at Johns Hopkins Medicine. @aaronwatkins

10:15 a.m.-11:15 a.m.
Engage employees and leaders as part of your digital strategy
Gina CzarkJessica FillingerYour employees and leaders are vital parts of your organization and perhaps your greatest untapped asset. How do you incorporate them into your social media strategy and create ways for them to engage with your brand while you simultaneously stimulate their thought leadership?

NewYork-Presbyterian, one of the nation's largest academic medical centers, decided early to build its 21,000+ employees, 6,000+ physicians and executives into its social media strategy. The Hospital now counts more than 700 employees, 100+ physicians and 30+ senior leaders active on Twitter alone.

Gina Czark and Jessica Fillinger, the social media team at NewYork-Presbyterian, reveal how employee engagement played a critical role in their award-winning social media program.

You will learn how to:

  • Develop social media brand advocates and employee ambassadors
  • Create chances for employees and leaders to engage on social media
  • Build an ambassador program that encompasses employees of all ages, backgrounds and departments (clinical vs. non-clinical)
  • Put physicians in your content calendar and key awareness months
  • Gain social business buy-in from senior leadership and clinical chiefs
  • Educate employees on social media and create training opportunities
Gina Czark is the head of social media at NewYork-Presbyterian. @gczark

Jessica Fillinger is a community manager for New York's #1 hospital, NewYork-Presbyterian Hospital. @jessicafill

11:30 a.m.-12:30 p.m.
Closing keynote
Top healthcare marketing trends for 2016:
How you can stay ahead of the curve

Dr. David VenerIs your hospital using its marketing dollars on the right tactics? Are your strategies driving revenue to appropriate service lines? Technology is changing fast and so is healthcare. Stay ahead of the game with this valuable look at some of healthcare marketing's most exciting trends and how you can take advantage of them starting right now.

During this fast-paced closing keynote, you'll learn:
 

  • How marketing automation can help you nurture patient relationships
  • The changing role of content marketing and what's driving engagement
  • How hospital web sites can connect with people and drive them to action
  • Why ROI is a thing of the past—and ROC is your new key indicator
  • What Google is calling micro-moments and how you can exploit them
  • How to build internal alignment and culture around your brand
David Vener is the president and marketing director of Smith & Jones, an agency specializing in healthcare marketing. @davevener