Agenda

 

 

Day 1

 

7:30 Registration & Continental Breakfast

 

8:30 Chairpersons Opening Remarks & Conference Welcome

 

8:45 Keynote Presentation: New Media and it’s Role in the future of Healthcare

• Overview of new media channels & their impact on healthcare
  
• Ability to transformation healthcare delivery
  
• Changing healthcare and patient communication for the better
  
• Building bridges: Connecting healthcare employees, physicians & patients

Lee Aase, Manager of Syndication and Social Media Mayo Clinic

 

9:30 Overcoming Internal Resistance: Proving the Value of New Media and Gaining Leadership Buy-In
Statistics continually show that lack of leadership buy-in is the number one reason health systems are not yet fully implementing new media into their marketing mix. Key issues such as declining budges, lack of employee resources and privacy concerns are just a few reasons why many healthcare leadership teams have steered clear of new media implementation. In this session, we will hear from a large academic medical center who was able to effectively convey the value of new media to their leadership team, make the leaders content creators, and get ahead of the competition.

• Build a team with the right people to make a case
  
• Aligning social media use with corporate goals and culture
  
• Competition awareness
  
• Communicating risk and a plan to manage the risk
  

Ryan Squire, Social Media Program Director, Communications & Marketing Ohio State University Medical Center

 

10:15 Coffee & Networking Break

 

10:30 Designing a 90-Day Strategy for Implementing a Social Media Marketing Campaign
In the spring of 2009, Children’s Hospital Los Angeles was ready to commit itself to new social media channels but needed a way to be ready to respond quickly to ever-changing best practices and to learn quickly from engagement on brand new platforms and to opening itself up to direct interactions with individuals. The world of social media is new, and changing even as we attempt to implement it for the first time. This will examine how Children’s Hospital Los Angeles has encapsulated it’s social media energy into 90-day strategies that have allowed the hospital to easily adjust tactics to complement greater organizational objectives.

• Formulating a 90-day strategy before diving into implementation
  
• Organizing a strategic plan to execute messaging
  
• Ensuring project managers are engaged in a unified strategic vision
  
• Knowing when to pull the plug

Deborah Braidic, Website Content Manager, Childrens Hospital Los Angeles

 

11:15 Overcoming the HIPAA Risks Associated with New Media and Healthcare Electronic Communication

For healthcare organizations and particularly physicians, publishing or communicating online is a risk many are not willing to take. Whether it's a news article, blog post, video, or even a user comment, your health system is continually open to potential legal liability particularly surrounding HIPAA. Since the internet is available to anyone, even the smallest blog or most obscure discussion forum has the potential to be viewed negatively, possibly by an unintended audience. This session will examine how to get past these legal fears and strategically implement new media safely in a manner that minimizes legal risk.

 

Jeff Drummond, Partner, Jackson Walker, LLC

 

12:00 Breakout Sessions
Encourage Leadership Support through Addressing Risk and Proving the Value of Social Media in Healthcare
Moderators:

Ryan Squire, Ohio State University Medical Center

Jeff Drummond, Partner, Jackson Walker, LLC

 

Developing a Strategy for Success: Best Practices in Executing a Thriving Social Media Platform
Moderators:

Deborah Braidic, Childrens Hospital Los Angeles

 

Lee Aase, Mayo Clinic

 

12:30 Luncheon for all Attendees, Speakers & Sponsors

 

1:30 Producing Quality In-House Videos to Drive Innovative Communication
They say a picture is worth a million words. Well, then a web video is worth a billion. Don’t be discouraged by the time, cost and skills video seems to require. Learn how you can produce cost effective videos in an efficient amount of time to tell the stories of your physicians, your patients and your facility. You’ll learn how to cultivate your existing in-house staff to be a production team, yet keep the process simple, the quality high and the story genuine to advance your marketing and public relations goals. How to develop a video strategy:

• Production company vs. In-house staff: Number of staff involved
  
• Technical training
  
• Get the most out of your investment
  
• Kathryn Armstrong, Senior Producer, Web Communications

Pamela Maurer, Associate Director of Marketing Communications Lehigh Valley Health Network

 

2:15 Identifying Metrics to Assess the Effectiveness of a New Media Platform
In healthcare marketing, accurate measurement of its effectiveness is important to establish credibility and long-term viability for using new tools. However, measuring the effects of social media efforts on key audiences has been a challenge for many health organizations. Unlike traditional forms of marketing, social media is a long-term investment that takes time to show quantifiable results. The nature of relationship building in social media means that the impact may not be immediately visible, but will grow and strengthen over time. Because relationships like community building are hard to quantify, it can be even harder to tie social media to the present bottom line.

• Tracking age demographic through social media outlets
  
• Engagement on website/forums/blogs
  
• Speed of spread: How fast an idea is adopted
  
• Post sampling/collection: Tweets, posts, comments are patient testimonials
  

Marie Mahoney. Senior Director of Web and Marketing Communications Rush University Medical Center

 

Thurston Hatcher, Web Managing Editor Rush University Medical Center

 

3:00 Coffee & Networking Break

 

3:15 Know Your Audience: Designing a New Media Platform that Appeals to a Targeted Demographic

• Utilizing demographic statistics: formulate a strategy for success
  
• Which social media channels are best for targeting specific demographics
  
• Applying traditional marketing methods into social media marketing strategies

Jamey Shiels, Director of Social Media and Digital Communications Aurora Healthcare

 

4:00 Panel Discussion: Evaluating Various Healthcare Blogging Possibilities
Most healthcare systems feel that communication is a key factor in providing quality care to their patients. To facilitate that process, many have created online patient web journals, or blogs, where patients can share their experiences with each other and with the public. Because blogs serve as a collaborative journal to help share educational and thought-provoking information about procedures, physicians and events happening at a health system, there are several different ways a healthcare organization could use blog. Challenges such as gaining physician support and controlling negative feedback have left some health systems resistant in creating a blog

 

Bill Ferris, Manager, Web Services Henry Ford Health System

 

Renee Merriam, Marketing Director for Women's Services Medical University of South Carolina

 

4:45 Breakout Sessions
Thinking Outside the Box: Maximizing Healthcare Social Media Efforts in a Saturated Market
Moderators:

Kathryn Armstrong & Pamela Maurer Lehigh Valley Health Network

 

Best Practices in Identifying the Metrics that Matter
Moderators:

Marie Mahoney & Thurston Hatcher Rush University Medical Center

 

5:15 Closing Remarks & Day One Conclusion

 

 

Day 2

 

7:30 Registration & Continental Breakfast

 

8:15 Chairpersons Opening Remarks

 

8:30 What's Next for Online HealthCare Conversation Communities
There are many online conversations happening each day on health related sites, blogs, and even twitter. How do you start a community? How do you take what you have and make it more appealing to more people? In this session we will look at the twitter hashtag community #hcmktg and look at how we moved a twitter based community to the next level.

• #hcmktg community background
  
• Why change formats?
  
• Is twitter a good/bad platform to launch a community chat?
  
• What does the new #hcmktg chats look like?
  
• What are the metrics before and after the transformation?

Reed Smith, Interactive Media Consultant St. David's HealthCare

 

9:15 Case Study: Increasing the Consumer Experience through Advancing Content Management Capabilities

• Creating individual multiple-site environments managed through a centralized administrative interface.
  
• Integration of “A.D.A.M.” multimedia encyclopedia
  
• User-friendly: Dramatically improved consumers experience

Richard Brown, Healthcare Solutions Consultant Ektron

 

10:00 Morning Coffee & Networking Break

 

10:15 Case Study: Developing a Social Media Strategy for Philanthropic Success
Healthcare marketing and foundation teams may not always see eye to eye but they should work together when developing a social media strategy to support a philanthropic causes. Social media outlets have proven to provide more opportunities for audiences to tune-in to what an organization is doing. Working together to meet your target audiences where they already are provides a great opportunity to reach an even broader audience. A hospital’s mission matters, especially to the people you serve. This session will examine a real-time case study on how to use a web site and social media outlets to raise dollars, donors and awareness.

 

• Understanding real competition
  
• Building off your web site strengths to breach a larger audience
  
• Learning from philanthropic vs. traditional marketing campaign
  
• Importance of testing channels and messages
  
• Data analysis: Traditional methods alone and with social media

Stephanie Cannon, Director, Web Communications & ebusiness Nationwide Children's Hospital

 

11:00 Inspiring Physicians to Become Important Web 2.0 and Social Media Advocates

• Partnering with physicians to provide basic healthcare information through the internet
  
• Posting videos of surgeries and procedures on-line
  
• Encouraging doctors to become involved in physician based networking sites

Bryan Vartabedian, MD FAAP, Assistant Professor of Pediatrics Baylor College of Medicine

 

11:45 Breakout Sessions
Maximizing the Capabilities of Twitter in Healthcare
Moderators:

Reed Smith, St. David's HealthCare
Stephanie Cannon, Nationwide Children's Hospital

 

Using Social Media Technology to become a Leading Clinical and Healthcare Resource
Moderators:

Bryan Vartabedian, MD, Baylor College of Medicine

 

Richard Brown, Ektron

 

12:15 Luncheon for all Attendees, Speakers & Sponsors

 

1:30 Expanding Social Media Strategy through Brand Management

The Internet and the way people search for information online have changed. Social media users are creating content with mobile devices on the go, as they experience your brand. Having a web site is no longer enough to manage a healthcare brand online. Healthcare organizations should participate in the online discussion with their patients and community, in many new content formats and in many new places on the Internet.

 

• Understand where your brand can be found online
  
• Discuss strategies to implement your brand on social media channels
  
• Case studies of successful social media branding of Danbury Hospital/Danbury Health Systems

Brian Charlonis, Manager, Internet Marketing Danbury Hospital

 

2:15 Afternoon Coffee & Networking Break

 

2:30 Yelp! Case Study: Becoming Part of the Discussion to Reduce Risk and Improve the Patient Experience
Patients today aren't just sharing their opinions about clinicians with their friends and family; they're getting online and sharing it with the world. User generated content on social media sites like Yelp, Facebook, and Twitter will only play a more prominent role within the healthcare industry in the years ahead. What are the best practices within this new era of transparency? What options exist for the doctor who has just received a negative review? Relying on real-world examples, this session will examine the DOs and DON'Ts for engaging with patients online.

 

• Yelp overview: How it applies to healthcare
  
• How to become active in the discussion regarding your organization
  
• Case Study: How a healthcare organization used Yelp to positively connect with patients

Luther Lowe, Manager of Business Outreach Yelp

 

3:15 Ensuring Adequate Search Engine Optimization (SEO) to Maximize Healthcare Communication

• Techniques for advanced key phrase analysis
  
• Strategies to optimize flash sites for Google
  
• How marketing staff can apply simple rules to improve results from pages they create and maintain
  
• New ideas for future gap analysis research tools

Jessica Hardwick, Director of Online Strategy Cedars-Sinai Health System

 

4:00 Closing Remarks and Conference Conclusion