A SOCIAL MEDIA SUMMIT - Ragan Communications · A SOCIAL MEDIA SUMMIT HEALTHCARE PUBLIC RELATIONS,...
Transcript of A SOCIAL MEDIA SUMMIT - Ragan Communications · A SOCIAL MEDIA SUMMIT HEALTHCARE PUBLIC RELATIONS,...
MAYO CLINIC & RAGAN COMMUNICATIONS PRESENT:
A SOCIAL MEDIA SUMMIT
HEALTHCARE PUBLIC RELATIONS, MARKETING & INTERNAL COMMUNICATIONS
October 4 - October 6, 2009 | At Mayo Clinic in Scottsdale, Arizona
option 2c_r3PMS 660 C
Join us to learn, network and engage with fellow healthcare communicators and executives turned social media experts featuring three keynote addresses and 10 information-packed sessions.
This conference will show you how to:• Educatethepublicandreachouttoyourprospectivepatientswithfreesocialmediatools
• Integrateevent-basedfundraisingwithsocialmediacampaigns
• Teamupwithmediatodelivernewsandmarketyourselfasahealthcommunicationsleader
• UseTwittertodocumentlivesurgeriesandtop-notchmedicalprocedurestopromoteyourbrand
• Recruitprospectivepatientswithblogswrittenbypatientsandphysicians
• Prepareforthenextcrisisbeforeit’stoolatebyimplementingasocialmediaplan
• Enticedonorswithcreativemarketingtoshowcasephysicians,patientsandphilanthropy
• Inspireyouremployeeswithpodcasts,aninternaltelevisionchannelandinteractiveWebchats
• Getyourstoryouttoalargeaudiencewithoutbustingyourbudget
Who should attend?
• Hospitalcommunicators•Marketingdirectors• Healthcarecommunicators
• Publicrelationsprofessionals
• Healthcareexecutives
Who will be speaking?• BethIsraelDeaconessMedicalCenter• CentersforDiseaseControlandPrevention• Children’sMedicalCenterofDallas• InnovisHealth• KaiserPermanente• MayoClinic• M.D.AndersonCancerCenter• MethodistUniversityHospitalofMemphis• OperationSmile• PhoenixChildren’sHospital• Plus!SocialmediaexpertShelHoltz
How do you communicate tohundredsofthousandsofprospectivepatients,
recruittop-notchphysicians,enticedonorsandpromoteyourservicesthroughcreativemarketingandsocialmedia?
Presented by
don’t miss tHe cHance to find out
atthisspecialconferenceinScottsdale,Arizona,attheworld-renownedMayoClinic.
ThankstoBulldog Reporter’s Inside Health Media andHealthLeaders Mediafortheirpromotionalsupport.
can’t attend tHis conference in Person? Register for our LIVE WEBCAST of the event.
Checkoutdetailsatwww.ragan.com/mayo-webcastorcallourcustomerservicedepartmentat800.493.4867.
Lawrence Ragan
Communications, Inc.
111 E. Wacker Drive, Suite 500
Chicago, IL 60601
and
Pre-conference WorkshoP 1 9 a.m. – noon
Socialmediabootcamp:AtotalimmersionworkshopYou’veheardthebuzzwords:SocialMedia...Interactivity...NewMedia...Web2.0...NewCommunications...Whateveryoucallit,thisnewageofinteractivecommunicationsis
revolutionizingthewaywetalktoemployees,shareholders,themediaandourcustomers.
Thispre-conferenceworkshopwillteachyoueverythingyouneedtoknowtogetstarted.You’llreturntoyourofficewithacompleteunderstandingofwhysocialmediamattersandhowthemostinnovativecompanieshavealreadytappedintothisnewcommunicationtechnology.Socialmediahasbeenaroundlongenoughtoproducerealcasestudiesbyrealcompanies.You’ll see them all. And you’ll learn from their triumphs and their mistakes, including:
• Howtoavoidthefiveclassicmistakesandcreateablogthatadvancestheinterestsofyourorganizationovernight
• HowtouseFacebook,LinkedIn,YouTube,Twitter,widgetsandthedozensofothersocialmediatoolsatyourdisposal—aswellaswhichtoolsyoucan’taffordtoignoreandwhicharen’tworthyourtime
• Casestudiesprovingsocialmedia’sworthfromSouthwestAirlines,DellComputers,Starbucks,BobEvans,GeneralMotorsandSunMicrosystems
• Socialmedianightmares?Howcanthesenewtoolsbeusedagainstyourcompany,andwhatcanyoudoaboutitnow?
Mostimportant,thissocialmediabootcampwillgiveyoutheammunitionyouneedtopersuadeyourseniorleadersandyourclientstojointheWeb2.0revolution.
mark raganisnosocialmediatheorist.AsCEOofRaganCommunicationsinChicago,RaganusedWeb2.0andnewcommunicationstechniquestocreatethemostpopularnewsandinformationsiteinthebusiness.MarkalsolaunchedtheonlysocialnetworkforbothinternalcommunicationsandPRprofessionals.Dubbedbythemediaas“Facebookforcommunicators,”MyRagan.comnowboasts16,000members.
Aformerdailynewspaperreporter,Markknowswhatyouneedtogetyourmessagesacrosstoemployeesandoutsidestakeholders—andtodosoinatimelyandcost-effectiveway(yes,manyofthesetoolsareFREE).Aspublisheroftheonlydailynewssiteforcommunicators,RaganoverseesateamofreporterswhohavecombedtheindustryforthebestpracticesinWeb2.0.Nowyougetthebenefitoftheirresearchinhisseminarspackedwithtipsandstrategies.
FollowMarkat:www.twitter.com/MarkRaganCEO
Pre-conference WorkshoP 2 1 P.m. – 4 P.m.
Crisisandemergencyriskcommunication:Areyoureadytocommunicatethenextcrisis?AreyoupreparedforthenextH1N1crisis?Whenisthelasttimeyouupdatedyourcrisiscommunicationplan?Doyouknowhowtocommunicatetothe
public,media,partnersandstakeholdersduringapublichealthemergency?
Thisthree-hourworkshopledbyexpertBarbaraReynolds,SeniorCrisisandEmergencyRiskCommunicationSpecialistattheCentersforDiseaseControlandPrevention,willteachyouhowtoprepareforacommunicationemergency.
Don’t miss this opportunity to learn from a crisis communication expert who will help you improve your response on how to:
• Workwiththemediainacrisis
• Useriskcommunicationprinciplesandpsychology
• Handlespokespersontrustandcredibilityinanemergency
• Plantheninestepsofresponse
• Knowyouraudienceneedsanddelivertherightmessages
• Meetpartnerandstakeholderneeds
• Takeonthecorrectrolesandresponsibilitiesintheofficialresponse
Attendthispre-conferenceworkshoptolearnhowtocommunicateclearlyandbepreparedforthenextcrisisthroughemergencyriskcommunication.You’llfindouthowtorespondunderintensetimepressurewithlessthancompleteinformationtoempowerthepublic’sdecision-makingandworkquicklytoallowforarapidandefficientrecoveryfromthecrisis.
BarBara J. reynolds, Ph.d.,istheSeniorCrisisandEmergencyRiskCommunication(CERC)SpecialistattheCentersforDiseaseControlandPrevention.AtCDCsince1991,Dr.Reynolds’communicationexpertisehasbeenusedintheplanningorresponsetopandemicinfluenza,vaccinesafety,emergingdiseaseoutbreaksandbioterrorism.Internationally,shehasactedasacrisiscommunicationconsultantonhealthissuesforFrance,HongKong,Australia,Canada,formerSovietUnionnations,NATOandtheWorldHealthOrganization.
Dr.Reynoldsistheauthorofthe2002bookCrisisandEmergencyRiskCommunicationandCDC’sCrisisandEmergencyRiskCommunicationcourse,whichistaughtinuniversitiesandothersettingsnationwideandinternationally.In2004,shelaunchedaversionoftheCrisisandEmergencyRiskCommunicationcourseforleaders.Herresearchandwritingsfocusonemergencyriskcommunicationbestpractices,integratingmodelsofcommunicationforpublichealth,andbuildingcommunityhardinessinthefaceofdisaster.Inthepast,Dr.Reynoldsservedasaseniorpressofficerspecializingininfectiousdiseasesandvaccinesafetyissues,workingwithnationalandinternationalinvestigativeandsciencereporters.SheisalsoanadjunctassistantprofessoratTulaneUniversity.
Pre-conference WorkshoPs sunday, octoBer 4, 2009
$345 each
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oPening keynote 8:30 a.m. – 9:30 a.m.
Whysocialmediaareessentialtothefutureofhealthcare:ApplicationsandimplicationsofMayoClinic’sexperienceLeeAase isallaboutsocialmedia.Ifhe’snotwritingontheSharingMayoClinicblog,
tweetingorpostingonFacebookorproducingaliveradioprogram,he’sprobablyuploadingavideoonMayo’sYouTubechannel.LeeandhisteamcontinuetofindcreativewaystousesocialmediaincommunicatingaboutMayowithlittlecostbutimpressiveresults,including:
• AYouTubevideowithmorethan4millionhitsthatfetchedaninterviewon“GoodMorningAmerica”
• AMayoClinicnewsblogthatprovidesaone-stopshopofbreakingnewsresourcestojournalists
• AliveradioprogrampromotedthroughTwitterfeaturingQ&AwithMayostaffandexperts
This keynote will explore the:
• Powerandpotentialofusingsocialmediaexternally
• Changingpracticeofmedicineandtransformationofhealthcaredelivery
• Challengeofseekinginternalexecutivebuy-inforsocialmediatools
• Callforintensivelearningandimmediateapplication
• Combinationofonlineandofflineword-of-mouth,buildingbridgesandconnections
• Plus!SuccessstoriesofsmallerhealthcareprovidersandMayoClinic’ssocialmediasuccessstory
lee aaseisManagerofSyndicationsandSocialMediaforMayoClinic.Histeam’sfocusisdevelopingqualitymedicalnewsresourcesformainstreammediaandusingsocialmediaapplicationstocreatemorein-depth,extendedrelationshipsdirectlywithkeystakeholders.YoucanseeexamplesofMayoClinic’ssocialmediaofferingsthroughtheMayoClinicNewsBlogathttp://newsblog.mayoclinic.org/oratSharingMayoClinic,http://sharing.mayoclinic.org/.Bynight,LeeisChancellorofSocialMediaUniversity,Global(SMUG),afreeonlinehighereducationinstitutionthatprovidespractical,hands-ontraininginsocialmediaforlifelonglearners.VisitSMUGathttp://social-media-university-global.org.PriortojoiningMayoClinicin2000,Leespentmorethanadecadeinpoliticalandgovernmentcommunicationsatthelocal,stateandfederallevels.HereceivedhisB.S.inPoliticalSciencefromMankato(Minn.)StateUniversityin1986.
session 1 9:45 a.m. – 10:45 a.m.
EnergizeandengageemployeeswithsocialmediaMayoClinichasthestrongestnationalbrandinhealthcare,andthemostimportantfactorinbuildingthatreputationhasbeenword-of-mouthrecommendationsofsatisfiedpatients.KeepingemployeesinformedaboutnewsthataffectsthemandengagingtheminMayoClinic’sprioritieshasbeenessentialtohighstaffsatisfactionandtofosteringtheemployeeculturethatstrivestogivethebestcaretoeverypatient,everyday.ThishashelpedMayoCliniccreatethe
patientexperiencethatisresponsibleforMayo’sbrandpositionandhashelpedattractandretainexceptionalemployees.
Inthispresentation,youwillhearaboutMayoClinic’sexperiencesandsocialmediaexperiments,particularlythoseconnectedtocommunicatingitsstrategicobjectivesandenhancingemployeeengagement.
Specifically, this session will cover how to:
• Developalong-rangecommunicationplantoeducateemployeesabouttheorganization’sstrategicobjectives
• Measurethesuccessoftheplan
• Understandandenhanceemployeeengagement
• Incorporatesocialmediatoolsintothemixofcommunicationstactics
linda donlin,Manager,EnterpriseEmployeeCommunications,MayoClinic,hasabachelor’sdegreeinbusinessmanagementandpublicrelationsandamaster’sdegreeinmanagement.Shehas20years’experienceininternalandexternalcommunicationsinfor-profit,publiclytradedorganizationsaswellasinlargenot-for-profitcompanies.
Warren harmonisHeadofSectionforVideo,Audiovisual,PhotographyandIntranetSharedServicesatMayoClinicinRochester,Minn.PriortohisarrivalatMayoin2000,Warrenspent21yearswithMarshallField’sdepartmentstoresinMinneapolis,wherehemanagedthecorporatemediaproductiondepartmentandadvertisingphotographyoperation.HehasaB.A.inMediaandCommunicationsfromtheUniversityofMinnesota.
Day 1: social MeDia, crisis anD internal coMMunication monday, octoBer 5, 2009
Welcome/introduction 8:15 a.m. - 8:30 a.m.mark ragan,CEO,RaganCommunicationsgregg thomas, ChiefAdministrativeOfficerforMayoClinicinArizona
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Day 1: social MeDia, crisis anD internal coMMunication monday, octoBer 5, 2009
session 2 11 a.m. – noon
AddsocialmediatoyourcrisiscommunicationplanbeforethenextcrisishitsInMarch2009,InnovisHealth–amedicalcenterand21-locationclinicnetwork–founditselfinthemidstofacrisis.Ahistoricflooddisplacedfamilies,closedroadsandschoolsandoverloadedcellularnetworks.Withfloodwatersrisingto40’+,Blackhawkrescuehelicopterslandinginthehospitalparkinglotandablizzardontheway,Innovislaunchedanaggressivesocial
mediaprogramtokeeptheregioninformedaboutserviceaccessibilityandsafety.
In this session, you will learn how to:
• Shapeyourbrandpositionusingsocialmedia
• Handleoutreachcommunicationswhenacrisiserupts
• Takeadvantageofanexternalblogtodeliverinstantupdates
• Measureyourimpactthroughsocialmediachannels
• ManageaTwitterfeed,suchas@innovishealth
• Releasecriticalannouncementstotraditionalandsocialmedianetworks
• Securevideointerviewswithkeymanagement
carol russellisCEOofRussellHerder,anintegratedmarketingcommunicationsfirminMinneapolisspecializinginhealthcareandpublicserviceissues.Thefirmhasrepresentedmedicalcenters,clinicnetworks,specialtypracticesandgovernmentalentitiesnationwideformorethan25years.Carolleadsthefirm’sstrategicpractice,whichisknownforutilizingaward-winningcreative,socialmediaandpublicrelationscampaignstotargetadultconsumers,millennialsandmulticulturalcommunitieswithinsuchemphasisareasasHIV/AIDS,mentalhealth,andclinicandmedicalcenterservicelines.
kris olsonisVicePresidentofMarketing,QualityandPhysicianServicesatInnovisHealth.Aprovenindustryleader,Krisdirectsmarketingcommunicationsfor21multi-specialtyclinicsandaregionalhospitalwithaLevelIItraumacenter.Sheprovidesoversightofqualityimprovement/regulatory/credentialingandstrategymappingforthesystemorganizationaswellasphysicianrecruitingandretentionfora2,500-memberteam.Krisisalsoresponsibleforpatientrelations,volunteersandretailoperations.
netWorking lunch noon – 1:30 P.m.Join your colleagues for a networking lunch! Exchange ideas and business cards and participate in a panel discussion that begins at 12:45 p.m.
Paneldiscussion:HowTwitteristransforminghealthcarecommunicationsPanelmoderatedbyMarkRagan,CEO,RaganCommunications
FollowMarkatwww.twitter.com/MarkRaganCEO
Jill fazakerly,MarketingDirectorforMethodistUniversityHospitalofMemphis
FollowJillatwww.twitter.com/jfazakerly
Betsy mackay, VicePresidentofPublicAffairsfortheChildren’sMedicalCenterinDallas
Followthehospitalatwww.twitter.com/ChildrensTheOne
michelle Blandy, WebContentSpecialistforPhoenixChildren’sHospital
Followthehospitalatwww.twitter.com/PhxChildrens
You’llhearfromcommunicatorsmasteringtheuseofTwitter,webcastingandsocialmediatoolsforlivesurgeriesandprocedures,including:
»MethodistUniversityHospitalofMemphisdeliveredalivewebcastofabrainsurgerytoremoveamalignanttumor.Morethan20,000peoplewatchedapreviewonYouTube
» TheChildren’sMedicalCenterinDallaslive-tweetedduringapediatrickidneytransplanttoencourageorgandonation
»PhoenixChildren’sHospitaljoinedTwittertopromoteevents,educatethepublicwithhealthtips,marketservicesandreportonhealthcarereform
You’ll find out how to:
• Connectwithanolderpopulationmakingitswayonline
• MeasurethebenefitsofusingTwittertoselltheideatoexecutives
• Learntheimportanceofimplementingarobustdigitalstrategy
• Encouragepatientstosharetheirexperiencewiththeworld
• Reachanewgenerationoftech-savvyhealthcareconsumersthroughWebmarketing
• UseTwitterandothersocialnetworkingtoolsintheoperatingroomandbeyond
session 3 1:45 P.m. – 2:45 P.m.
Buildyourhospital’sreputationwithWeb2.0measurementDoyouneedtoaddaboosttoyourhospital’sreputation?Selltheideatoyourleadershipteamthroughmeasurement.DavidBennett,SeniorVicePresidentofInteractiveSolutions
forStayWellCustomCommunications,willtellyouhowtobuildyourhospital’sreputationwithWeb2.0toolsandprograms.
This session will show you how to:
• Createavaluepropositionfortheconsumer
• Revupyourphysiciansandmakethempartofthemarketingteam
• Drivebusinesswithonlineandofflineconsumerengagement
• TrackWeb2.0programsandcampaigns
• LeveragetheWebtocreateefficienciesinmarketingandoperationswhilecreatingmeasurablereturns
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oPening keynote 8:30 a.m. – 9:30 a.m.
It’stherelationships,notthetoolsBlogs,FriendFeed,Twitter,podcasts,Digg—withliterallythousandsofsocialmediatoolsandapplicationsfromwhichtochoose,itrapidlybecomesoverwhelmingtobuildthe
righttoolsintoyourcommunicationefforts.Abetterwaytoapproachsocialmediaistothinkabouttheissuesandchallengesyou’refacingandhowbuildingstrongrelationshipswiththerightpeoplewillimproveyourbusiness.
Inthiskeynote,renownedonlinecommunicationauthorityShelHoltz,ABC,willshowyouhowhospitalshavebuiltrelationshipswithconstituentsusingsocialmedia,producingthekindsofresultsthatmakethehospital’sleadershipsitupandtakenotice.
You’ll learn how to:
• Matchyourcriticalissuestotherightsocialchannels
• Integrateyoursocialmediaeffortintoexistingtraditionalcommunications
• Belocalinaglobalcommunicationsenvironment
• Setabaselineagainstwhichtomeasuretheimpactofyourefforts
david Bennett, SeniorVicePresidentofInteractiveSolutionsforStayWellCustomCommunications,bringsawealthofelectronichealthexperience,includingservingastheDirectorofWebResourceServicesattheMedicalUniversityofSouthCarolina’s(MUSC)HospitalAuthorityduringthepastfiveyears.WhileatMUSC,BennettledthedevelopmentofMUSC’sWeb2.0programs.Inaddition,BennettledthedevelopmentofMUSC’snationallyacclaimedconsumerpodcastingprogram.MUSC’sprogramisthelargestofitskind,withmorethan180participatingphysiciansreachinghundredsofthousandsofconsumersinmorethan150countries.Heoversawthegrowthanddevelopmentoftheinstitution’sonlinemarketingprogram,whichisnowoneoftheleadingmethodsbywhichnewpatientsarerecruitedtoMUSC.Histeam’seffortswonsevennationalawardsinthelastyearalone.
session 4 3 P.m. – 4 P.m.
Top-ratedcancerhospitalmasterstheuseofsocialmediatocommunicateCommunicatingto17,000employeesisn’teasy.Butthecommunicationsteamatthehighest-ratedcancerhospital(according
toUS News & World Report)helpsinspireemployeesworkingsohardtoeliminatecancertogoaboveandbeyond.Thecommunicationsteamcreativelyusespodcasts,anemployeetelevisionchannel,internalblogs,anonlinechatsessionwithexecutivesandothersocialmediachannels.
• Implementthethree“must-have”socialmediacomponents
• Workwithexistingpartnerstoachieveyourgoals
• Bolsteryourreputationwithoutbuildingasinglesocialmediatool
shel holtz bringsmorethan30yearsofexperiencetohisassignments.Hehasauthoredorco-authoredsixbooksoncommunicationalongwithseveralmanualsandcountlessarticles.Heisalsoasought-afterspeaker.Hehasconsultedwithhundredsofcompanies;inthehealthcarearena,hisclientshaveincludedMayoClinic,JohnsHopkinsMedicine,NorthwesternMemorialHospital,TexasHealthResources,ThomasJeffersonUniversityHospitalandtheCaliforniaHospitalAssociation.Heblogsathttp://blog.holtz.comandco-hoststhefirstandlongest-runningcommunications-focusedpodcast,ForImmediateRelease,athttp://www.forimmediaterelease.biz.
FollowShelatwww.twitter.com/shel
session 1 9:45 a.m. – 10:45 a.m.
ReachyourfundraisinggoalswithasocialmediaplanOperationSmilerecognizestheimportanceofsocialmediamarketing.ReneeAlexanderHamilton,inherroleasSocialMediaStrategist,hashelpedcreatestronger
relationshipsthroughvariouschannelsandrecentlylaunchedaTwitter-basedfundraisingcampaign,140Smiles.The140SmilescampaignwaslaunchedasatesttoseeifOperationSmileanditscampaignpartnerscouldharnessthepowerofthe
MeganMaisel,AssociateDirectorofInternalCommunications,willtellyouhowtousesocialmediatoinspireandmotivateyourhard-workingemployees.
You will learn how to:
• Broadcasttoemployeesthroughinternaltelevisionwithfreevideosandlowstart-upcosts
• Launchablogtocommunicatedetailsaboutyourfinancialsituationandgeneratewrittenengagement
• Connecttoemployeesduringemergenciesthroughblogstoallowtheexchangeofphotosandinformation
• UseYammerasaneffectivetooltomakeconnectionsacrossyourinstitution
• Chatwithaseniorleaderonafocusedtopicwithanonline,real-timechatsession
megan maisel istheAssociateDirectorofInternalCommunicationsforTheUniversityofTexasM.D.AndersonCancerCenterinHouston,whereshefocusesonmulti-waycommunicationprogramsfortheorganization’s17,000employees.PriortojoiningM.D.AndersonsevenyearsagoatthestartofitsInternalCommunicationsprogram,MaiselwasanemployeecommunicationsspecialistforHouston-basedContinentalAirlines.Sheworkedforseveralyearsintelevisionandradionews,asanassignmentseditorforKHOU-TVChannel11,theHoustonCBSaffiliate,andonthenewsdeskatHouston’sNewsradio740,KTRH.MaiselhasaB.A.inRadio/TelevisionfromtheUniversityofHouston.
Day 2: Marketing, external coMMunications, MeDia anD Prtuesday, octoBer 6, 2009
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laurie Wilshusenhasworkedinhealthcaremarketingsincethelate1980sasaresearcherandaconsultantandcurrentlyontheprovidersideatMayoClinic.Lauriereceivedbachelor'sandmaster’sdegreesattheUniversityofNebraska.Sheconsultedformanyofthemostrespectednamesinhealthcare,includingproviders,devicemanufacturers,pharmaceuticalcompaniesandhealthplans.Aftercompletingmorethan50projectsforMayoClinic,shemovedtotheproviderside,spendingsevenyearsintheMarketingDivisioninRochester,Minn.,andmovingtoScottsdaleinJanuary2007asDirectorofMarketing.
netWorking lunch noon – 1:30 P.m.
Join your colleagues for a networking lunch! Exchange ideas and business cards and participate in a panel discussion that begins at 1 p.m.
30ideasin30minutes:Thebestsocialmediaideasof2009fromtheworld’stophealthcarecommunicators
Warning:Onlypractical“do-it-right-now”ideasareallowed
Haveyoueverseenconferenceattendeesscribblingideassofastthattheirhandscrampup?No?Well,you’llseeitduringthistip-packedbestideassession.Grabyournotebooks,dothosehandexercises,andgetreadytotakedownthemostpractical,real-world,provenstrategiesforusingsocialmediatoengageemployees,promoteyourorganizationandbecometheenvyofyourdepartment.
PanelmoderatedbyMarkRagan,CEO,RaganCommunications
lee aase, ManagerofSyndicationandSocialMediaforMayoClinic
shel holtz,ABC,PrincipalofHoltzCommunication+Technology
megan maisel, AssociateDirectorofInternalCommunicationsforTheUniversityofTexasM.D.AndersonCancerCenterinHouston
renee hamilton,SocialMediaStrategistforOperationSmile
session 3 1:45 P.m. – 2:45 P.m.
Teamupwiththemediatoeducatethepublic,deliverhealthnewsandmarketyourservicesHowdoyougetyourmessageout?Thisnonprofithospitalteamsupwithlocalradio
andTVstationstopopulatemediahealthWebpagesasapartner.
Day 2: Marketing, external coMMunications, MeDia anD Prtuesday, octoBer 6, 2009
Twittercommunitytoprovide140surgeriestochildrenaroundtheworld.Thetotalfundraisinggoalwas$33,600.Reneewillsharetheresultsanddetailsaboutthiscampaign,aswellashowtheOperationSmileteamusessocialmediatoshareitsstory.
You’ll learn how to:
• Maximizeyourresourcesforthegreatestimpactonsocialmediachannels
• Understandthephilosophybehindusingsocialmediaasadonorrelationstool
• DeterminecreativeROI(it’snotjustaboutdollarsande-mailsanymore)
• Getstartedusingsocialmediaforyourbusiness
renee alexander hamiltonenteredthenonprofitsectorworkingfortheinternationalchildren’smedicalcharityOperationSmiletwoyearsago.SheworkedwithateamtocreateadynamicDonorRelationsTeambasedontheDonorFirstphilosophy.WithhernewroleasSocialMediaStrategist,Reneeisdedicatedtousingsocialmediafordonorengagementandrelationshipbuilding.OperationSmile’sadventuroussocialmediaplanincludesinnovativewaystointegrateevent-basedfundraisingandpromotionswiththelatestsocialmediatools.Reneehasbecomesoughtafterforconsultingonnonprofitandfor-profitsocialmediacampaignsandlooksforwardtohelpingpeopleembracesocialmediaasameanstocomplementanewconsumer-centricparadigminpublicrelationsandmarketing.
session 2 11 a.m. – noon
Connectingsocialmediawithword-of-mouthstrategyMayoClinicisthemostpreferredhealthcarebrandintheUnitedStatesfora“seriousmedicalcondition,”buthowdidthathappen?Satisfiedpatientsfromaroundthe
worldhaveregaledtheirfriends,familyandtotalstrangerswithstoriesofboththeexcellentcaretheyreceivedandthewarm,organizedwaythatcarewasdelivered.Word-of-mouthhasbeenMayo’sprimarysourceofpatientsformorethen100years,althoughthemeansofcommunicationhaveexpandedfromcoffeeshopconversationstopowerfulweb2.0tools.
In this session you will learn how to:
• Amplifypositiveword-of-mouthbyusingsocialmediatools
• Connectsocialmediastrategieswithmarketingobjectives
• Evaluatethevalueofsocialmediatoolstowardmeetingmarketingobjectives
• Demonstratethevalueofword-of-mouthandsocialmediatotheC-suite
• Enlistthesupportofphysiciansandstaffinrecruitingpatientstousesocialmedia
• Inspirepatientstocommunicatetheirpositiveexperienceswithothers6
closing keynote 4:15 P.m. – 5:15 P.m.
GetyourstoryouttotargetaudienceswithsocialmediaDoyouneedtoexpandandenrichtheconversationsyouhavewithyourtargetaudiences?
JoinHollyPotter,VicePresidentofPublicRelationsforKaiserPermanente,andDr.TedEytan,aboard-certifiedfamilyphysician,fortheinsidestoryaboutKaiserPermanente’ssocialmediaexperience.
You’lllearnabouttheimperativetousesocialmediainhealthcaretosupportstakeholdersincludingmembers,staffandphysicians,andthebestapproachesutilizedtodate.KaiserPermanente,thenation’slargestnot-for-profithealthplan,servesmorethan8.6millionmembers,withheadquartersinOakland,Calif.
This special keynote will show you how to:
• Leadorganizationalconversationsabouttheuseofsocialmedia
• Buildandleveragetherightsocialmediatoolstoreachyourtargetaudience
• Usesocialmediatoolsto:
• Expressyourpointofviewonpolicyissues
• Encourageconversationaboutyourworkonbehalfofpatients
• Supportinternalcommunication,leadershipandchangemanagement
• Setappropriatemeasuresforsuccess
holly PotterleadsanddirectsallpublicrelationsactivityonbehalfofKaiserPermanente,thenation’sleadinghealthcareproviderandnot-for-profithealthplan.SincejoiningKaiserPermanente,HollyhasbeeninstrumentalinshapinganddevelopingKaiserPermanente’spresenceandconversationintheonlineandsocialarena.
ted eytanisboardcertifiedinfamilypracticewithaninterestinpatientempowermentandpatient-centeredhealthinformationtechnology.HeusessocialmediatopromoteKaiserPermanente’sworkandhisinvolvementwithhealth2.0andhealthIT.HeworksasaMedicalDirectorforDeliverySystemsOperationsImprovementforthePermanenteFederation,LLC.Hisexperienceisinworkingwithlargemedicalgroupsandtechnologiststobringhealthcareconsumersusefulinformationanddecision-makinghealthtoolstoensurethatpatientshaveanactiveroleintheirownhealthcare.
Thehospitaldeliversreportedpiecesfromateamoffreelancersfeaturinginterviewswiththehospital’smedicalexperts.
• TrackmarketingeffortsthroughWebtraffic
• FeaturemedicalexpertsinreportedpiecesonmediaWebhealthpages
• Partnerwiththemediatogetyourstoryout
• Getyourstoryoutworkingoffatightbudgetandlimitedresources
rhonda mannistheDirectorofMarketingCommunicationsatBethIsraelDeaconessMedicalCenter,Boston—ateachinghospitalofHarvardMedicalSchool.ShecametothejobinJanuary2007after23yearsinbroadcasting—includingservingasnewsdirectoroftwoindependenttelevisionstations,andshewasthefirsttoputatelevisioninvestigativeteamontheairinthestateofMaine.For12years,sheworkedasexecutiveproduceratWCVB-TV,oneofthepremierenetworkaffiliatesinthecountry.There,amongotherthings,sheheadedthehealthunit,servingasahealthreporterandproducerforDr.TimothyJohnson.MannalsoproducedanumberofpiecesforABCTelevision,including“GoodMorningAmerica”and“20/20.”
session 4 3 P.m. – 4 P.m.
Don’tjustpitchthemedia—BethemediaItisn’taneither/orproposition:Gettingyourmessageoutthroughmainstreammediacoverageisstillimmenselyvaluable,bothbecauseofthejournalisticthird-partyvalidationandthescaleofaudiencesyouareabletoreach.Socialmediatoolscanhelpyoupitchyourstoriestojournalistswhilealsoreachingpeopledirectlywithin-depthinformationtheycan’tgetthroughthemainstreammedia.
In this session you will see examples of Mayo Clinic’s success and learn how to:
• Applysocialmediatoolswithalmostzeroout-of-pocketexpensetoleveragemainstreammedia
• Give‘emwhattheyneedandmakeiteasy
• Increasethereachandshelflifeofyourstories
• Createbuy-inbytrainingyourbroaderpublicaffairsandmarketingstaff
karl oestreichleadsthenationalmediarelationsteamatMayoClinicinRochester,Minn.HejoinedMayoinJuly2008withmorethan20yearsofhealthcareexperience;healsohasexperienceasanewsandsportsreporter.HeholdsaMasterofBusinesscommunicationdegreefromtheUniversityofSt.Thomas,St.Paul,Minn.andaBachelorofArtsdegreeincommunicationfromtheUniversityofMinnesota,Duluth.
Joel streedisamemberofthesyndicatedandsocialmediateamatMayoClinic.AMinnesotanative,JoelholdsaB.S.inMassCommunicationsfromSt.CloudStateUniversity.Aformerreporter,producerandnewsdirector,hejoinedMayoClinicaftermorethan10yearsinbroadcastjournalism.
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