Registrations and Morning Coffee

The Push for Positive Storytelling in a Polarized and Skeptical World
In a time of heightened polarization and skepticism, healthcare communicators must find space to share positive narratives that build trust and resonate authentically. This session will explore practical strategies to navigate these challenges, equipping communicators with tools to foster credibility and meaningful connection through impactful storytelling.
Colleen Wilber Kincaid, Vice President, Media Relations and Strategy, American Hospital Association

Healthcare Storytelling: How to Use Patient Stories to Humanize Your Brand
In a world where data often dominates, authentic patient stories can create emotional connections that set your healthcare brand apart. This session will dive into the power of storytelling as a strategic tool for hospital communicators, teaching you how to craft and share compelling patient narratives that foster trust, build empathy, and enhance brand loyalty. Learn how to ethically balance patient privacy with impactful storytelling, ensuring your hospital’s message resonates while staying true to its mission of care.
Mary Masson, Director of Public Relations, Michigan Medicine

How AI Changes the Need for Content Governance in Healthcare Comms
As AI continues to transform healthcare communications, content is increasingly recognized as data, bringing a heightened accountability to ensure it is accurate, complete, and current. Tools like Microsoft Copilot are being rapidly adopted to help organizations save time, but while there are technical boundaries around the pools of information these tools can draw from, there are no rules or validation processes to govern what goes into those pools. This session examines the implications of this shift and explores strategies for maintaining robust content governance in the age of AI.
Vicky Zeldin, Director, Strategic Communication, University Health Network

Breathing New Life into Healthcare Campaigns: A 2024 Revitalization Case Study
Join Ilana, Head of Global Communications at the Plasma Protein Therapeutics Association (PPTA), for an exclusive look at how to reignite interest in a healthcare awareness week that had lost its momentum. This session will walk you through the full revitalization journey—from creative ideation and strategic planning to overcoming challenges and driving successful execution. You’ll leave with actionable insights and practical strategies to refresh stagnant campaigns and reengage your target audience with renewed impact.
Ilana Ostrin, Head of Global Communications, Plasma Protein Ther

Lunch for Speakers and Delegates

From PR Managers to Content Creators: The Evolution of Healthcare Communication Roles
The role of healthcare communicators has shifted dramatically, evolving from traditional PR management to multifaceted content creation. In this session, explore how healthcare communication professionals are becoming storytellers, digital strategists, and brand builders all in one. Learn how to navigate the demands of modern communication, leverage multimedia platforms, and effectively engage audiences with creative, patient-centered content. Gain insights into how these evolving roles are shaping the future of hospital communications and enhancing organizational reputation.
Emma Murphy, Director, Public Relations & Digital Media, William Osler Health System

How to Achieve Maximum Results with a Small Team
In this insightful session, Chloe will share proven strategies for achieving big results in communication initiatives, even when working with a compact team. Discover how to leverage social media effectively, prioritize high-impact tasks, and harness creative tools to amplify your messaging without overextending your team. Whether you're looking to boost engagement, streamline processes, or scale your outreach, Chloe’s practical insights will provide you with the skills and inspiration to make every effort count.
Chloe Politis, Director, Digital and Social Media, Mount Sinai Health System

Measuring Success: Effective Metrics for Healthcare Communication Campaigns
In an era where precision and measurable outcomes are crucial, healthcare communicators must go beyond traditional metrics to capture the full impact of their campaigns. This session will explore the most effective ways to measure the success of healthcare communication initiatives, from patient engagement and perception to stakeholder alignment and public awareness. Attendees will learn to identify KPIs that align with organizational goals, leverage data analytics, and interpret results to demonstrate ROI. Through real-world examples and innovative tools, this session will empower participants to adopt a metrics-driven approach that fosters trust, optimizes resources, and highlights the true value of strategic healthcare communications.
Colleen Moriarty, MS, Director, Media Relations & Audience Development, Yale School of Medicine

Networking and Refreshment Break

Crisis Communications: Maintaining Predictability in Unplanned Situations
Crises may disrupt business operations and present unexpected challenges. A well-defined and often-practiced approach helps create efficiency and clarity in a company’s response. In this session, learn how Mayo Clinic’s Communications Department plans for crises, organizes its team and conducts training. The department implements a crisis response structure that is scalable and standardized across locations, similar to an Incident Command System. The model has helped guide the organization’s response to infectious disease situations, supply chain issues, utility outages and more.
Sunni Hemingsen, Communications Director, Mayo Clinic

Reputation Recovery & Rebuilding: Steps and Strategies to Rebuild a Tarnished Reputation Post-crisis.
In this session, you will gain a comprehensive understanding of the steps and strategies required to rebuild a damaged reputation following a crisis. The session will cover the importance of transparency, communication tactics, stakeholder engagement, and proactive measures to restore trust and credibility. Whether you're currently facing a reputational challenge or aiming to prepare for future crises, this session provides actionable guidance to navigate the journey toward reputation restoration effectively.
Sally Stewart, Editor-in-Chief, Newsroom, Associate Director, Media Relations, Communications, Cedars-Sinai

Effective communication of research is essential in healthcare and academic settings, yet it often gets confined to the walls of scientific journals. This session explores innovative strategies to bring research to life, making it accessible, engaging, and relevant for diverse audiences. Learn how to craft impactful messages that resonate with patients, policymakers, and the public while maintaining scientific integrity. Discover how to leverage storytelling, digital tools, and media partnerships to bridge the gap between complex research and meaningful real-world applications. Walk away with actionable techniques to amplify your institution's research impact and connect with broader audiences.
Andrey Kuzmichev, PhD, Communications Director, Fogarty International Center, National Institutes of Health

End of Boot Camp