The second edition of the Global Healthcare Communications Summit will focus on PR and communications tactics and trends that will help you stay on top of the latest developments and technology trends.
Who Should Attend:
The Global Healthcare Communications Summit is designed for healthcare executives from hospitals, health systems, group practices, integrated networks and health plans including:
We strongly encourage you to bring your team. Contact us today for more info on our group discounts.
Benefits of attending:
Sanford Burnham Prebys Medical Discovery Institute San Diego, California
09.00 Registration and Morning Coffee
10.00 Welcome Remarks
10.15 How Social Media is Changing Health Care
In this keynote, Mayo Clinic Social Media Network Director Lee Aase will describe how social media has metamorphosed from an interesting add-on to an essential ingredient in health care communications and marketing. Beyond its public relations and marketing applications, he’ll share the importance of training and equipping both front-line staff and patients to be effective ambassadors, and how to help stakeholders apply social media strategies in their work. Finally, he’ll share resources Mayo Clinic has developed to guide its staff in safe and effective use of social media.
Lee Aase, Communications Director, Social and Digital Innovation, Mayo Clinic
10.45 PR Measurement & Crisis Communications: How do we Measure During Crisis - Metrics That Matter
Eileen M. Sheil, MPA, Executive Director, Corporate Communications, Cleveland Clinic
11.15 How Crisis Communications is Changing, and How You Must Adapt Your Crisis Plan to Meet These New Challenges and Ensure Your Reputation is Protected
Sao Bui-Van, Director of Communications, King's College Hospital, NHS Foundation Trust
11.45 Interactive Discussion with Speakers and Delegates
12.00 Lunch for Speakers and Delegates
13.00 How to Use Social to Prevent (or Mitigate) a Crisis for Your Healthcare Brand or Nonprofit
Social media can be a minefield for your brand, or it can be your best early-warning defense system—or both at the same time! Hear case studies from organizations that use social both to spot potential crises early and to manage to brushfires that may have already broken out.
Taya Jarman, Population Health Communications Director, Virginia Department of Health
13.30 Mayo Clinic Case Study: When Media Relations Turns into Crisis Management
Ginger Plumbo, communications manager at Mayo Clinic, will share an in-depth case study about an alarming national media story that cast Mayo Clinic in a negative light. She’ll share lessons learned from the situation and Mayo Clinic’s response to the story after it aired. The session will be a chance to learn about Mayo Clinic’s issues management process and the work that went into taking the unusual step of pushing back publicly against the story.
Ginger Buxa Plumbo, Communications Manager, Issues & Crisis Communications, Mayo Clinic
14.00 Integrating Social Media into Disaster Communications Plans: Case Study on the 2013 Boston Marathon Bombings
Michael Morrison, Director, Media Relations, Massachusetts General Hospital
14.30 Lessons Learned From Ebola: How Emory Communicators Grappled With the Ebola Crisis in 2014
In this session, Emory University’s AVP University Communications will share with you how Emory managed the communications around the treatment of four Ebola patients in 2014. Nancy will reveal tips to help you prepare BEFORE the emergency hits, and how to quell public fear and misinformation that could spell disaster.
This session will also help you understand how to determine if your crisis really is a crisis, the best ways to prepare and collaborate with stakeholders, how and when to assemble the players and their roles, as well as, why the CEO must be front line with internal communications and tips for managing a torrent of media.
Nancy Seideman, Vice President, University Communications , Emory University, USA
15.00 Interactive Discussion with Speakers and Delegates
15.15 Networking and Refreshment Break
15.30 Interactive Workshop with Donald Steel, Former Chief Communications Adviser at BBC: Key Communications Challenges for Hospitals and Health Care Facilities
The cameraphone is rapidly enabling the public to dominate the conversation. We explore how crisis communications is changing, and how you must adapt your crisis plan to meet these new challenges and ensure your reputation is protected. Delegates will be invited to work on a fictitious, very challenging, but engaging scenario. You will come under pressure as a very serious scenario develops and you will leave with take homes that will ensure you crisis communications plan is ready for today’s new challenges.
In this session we will explore:
- Practical ways you can respond very quickly to avoid losing control of the narrative
- The need for rapid visibility of the Chief Executive or senior clinicians
- How we can communicate visually in the age of the smartphone
- Handling media aggression in a crisis
17.00 End of Day One
09.00 Morning Coffee
10.00 Opening Remarks
10.15 Opening Keynote by
Audrey Huang, Director, Marketing and Communications for Research and Education, Director, Media Relations, Johns Hopkins Medicine
10.45 Case Study: How Michigan Medicine Used a Content Marketing Strategy to Build Brand Reputation and Awareness Through Two Digital Platforms: www.michiganhealthlab.org and www.michiganhealthblog.org
Mary Masson, Director of Public Relations, Michigan Medicine
11.15 How Boston Children’s Hospital is Using Immersive Experiences to Elevate Their Research and Innovation Reputation Across the Globe
In this session Kristen discusses how traditional media engagement is no longer effective and will share strategies on how to develop compelling content takeovers to achieve the results your healthcare enterprise is looking for.
Kristen Dattoli, Sr. Manager, Media Relations & National Strategy, Office of Public Affairs, Boston Children's Hospital
11.45 Interactive Discussion with Speakers and Delegates
12.00 Lunch for Speakers and Delegates
13.00 Case Study: First Canadian Live-Streaming of Kidney Transplant Reaches 36 Million People Around The World
How do you gain worldwide attention for a public health education campaign about kidney disease and the need for kidney organ donors? The Public Affairs team at St. Joseph’s Healthcare Hamilton enlisted the help of a team of surgeons and specialists for the first live streaming of a kidney transplant in Canada. The result was a reach of 36 million people around the world, 350,000 online same-day views and 3,000 real-time questions and comments. They won a national Canadian Public Relations Society award for the campaign.
Agnes Bongers, Director of Public Affairs, St. Joseph's Healthcare Hamilton
13.30 A Jack of All Trades: Using Brand Journalism to Boost Results Across Channels
Robert Mackle, Sr. Dir. of Brand Journalism and Media, The Ohio State University Wexner Medical Center
14.00 Interactive Discussion with Speakers and Delegates
14.15 Networking and Refreshment Break
14.45 Telling the Stories of Tomorrow Today. How to Use Social and Traditional Media to Tell Stories About Research and Products Not Yet on the Market
Patrick Bartosch, Senior Director, Communications, Sanford Burnham Prebys Medical Discovery Institute, San Diego, California
15.15 Build a Social Media Presence to Align Your Message with Your Market
- Explore evolving compliance and regulation around social media use to ease fear and anxiety
- Promote company culture as an incentive for recruitment and new growth
- Mine an internal ambassador group of employees to maximize incoming content and message sharing
- Discover what’s next for social media platforms to ensure you’re in the know
Carrie Strehlau, Senior Social Media Specialist, Communications, St. Jude Children's Research Hospital
15.45 Interactive Discussion with Speakers and Delegates
16.00 End of Summit
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This program can also be delivered as a tailored in-house training for your organization. We adapt the content to your industry, objectives, and level of maturity, focusing on real challenges your teams face and the decisions they need to make. In-house formats allow your people to align on a shared approach, work through relevant scenarios, and build skills they can apply immediately.
If you’re exploring an in-house option, tell us a bit about your team, priorities, and timing, and we’ll recommend the right format.
Contact us about in-house training
