Virtual Global Healthcare Communications Summit 3

21-22 October, (10 am - 3 pm EDT)

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About the Event

Dear Colleagues, 

Welcome to the third edition of the Global Healthcare Communications Summit. Our virtual Summit will focus on PR and communications tactics and trends that will help you stay on top of the latest developments and technology trends in a COVID-19 world.

Benefits of attending:

  • Understand how social media is changing health care
  • Make an impact in a world of information overload
  • Identify the five megatrends to inform your PR strategy until 2025
  • Use brand journalism to boost results across channels
  • Develop media and social strategies to capitalize your efforts
  • Use social media to prevent a crisis
  • Master the latest trends in employee engagement 
  • Protect and maintain your reputation in a world of constant crisis
  • Master the latest trends in crisis and reputation management
  • Explore new ideas for launching your next generation communication and online strategies
  • Leverage the experience of others in the field

Only

33days

9hours

42min

UNTIL THE EVENT

Facts & Figures

  • With annual editions in Canada (Toronto) and the US (Boston), the Global Healthcare Communications Summit is one of North America's leading events on healthcare marketing communications
  • Previous speakers at the Summit include healthcare communications experts from Cleveland Clinic, Mayo Clinic, Michigan MedicineSt. Jude Children's Research Hospital, Canadian Patient Safety Institute , American Diabetes Association,Boston Children's Hospital,NHS Foundation Trust, Virginia Department of Health, Massachusetts General Hospital, Johns Hopkins Medicine...
  • Our delegates work for some of North America's leading healthcare organizations, such as, Brockville General Hospital, Blue Cross and Blue Shield of Louisiana, The Hospital for Sick Children (SickKids), Grey Bruce Health Unit, American Heart Association, William Osler Health System, Keck Medicine of USC, University of Maryland School of Medicine, Winnipeg Regional Health Authority, College of Family Physicians of Canada, Canadian Partnership Against Cancer...

     

Speakers

Lorenzo Benet Children's Hospital Los Angeles

Meg Aldrich Keck Medicine of USC Marketing and Communications, University of Southern California

Lori Spadorcia Centre for Addiction and Mental Health

Kate Torrance SickKids Foundation

Lee Aase Mayo Clinic

Donald Steel FCIPR FRSA Former Chief Communications Adviser, BBC

Maliha Aqeel, PMP Director of Global Communications, Fix Network World

Robert Mackle The Ohio State University Wexner Medical Center

Nicole Wise Yale Medicine

Patrick Bartosch Sanford Burnham Prebys Medical Discovery Institute San Diego, California

Agenda

10.00 

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

10.40 

Driving Social Change: A Case Study in Building a Movement for Mental Health


When the goal is as large as eliminating stigma and discrimination, public affairs teams must use everything in their toolkit: corporate communications, media relations, government relations and even crisis communications, to change attitudes and break through societal norms. This is a case study in building a movement for change and the jagged line to progress.


Lori Spadorcia, Vice-President, Communications and Partnerships, Centre for Addiction and Mental Health

11.20 

Five Megatrends to Inform Your PR Strategy Until 2025
The rise of the empowered consumer—and importance of trust—has disrupted every public-facing industry. And there are no signs of this trend reversing. The best PR strategies are focused on the long term, much like your organization’s three- or five-year strategic plan. Anticipating market trends is one of the hallmarks of a sustainable PR program and also how you demonstrate the strategic value of your function. 
This session explores five megatrends and how they can, and should, inform your communication planning. From increased accuracy and authenticity in messaging to new ways of working due to technological shifts, it’s a brave new world for PR professionals. And they’ll have to expand their skillsets and toolbox to stay relevant and valued for the next five years. 
Maliha Aqeel, Director of Global Communications, Fix Network World

12.00

Lunch Break

12.40 

Finding Voice and Fueling Velocity in Your Content Marketing Strategy - ​​Employing a Content Marketing Strategy Makes Sense in Today’s Digi-centric Environment – but How do You Make an Impact in a World of Information Overload?  
- Evolution of content planning process
- Using metrics to manage internal and external performance
- Sputters and spikes in our growth curve
- Generating organizational support (getting leadership on our side)
- Lessons learned
Nicole Wise, Executive Editor, Yale Medicine

13.20 

SickKids VS Apathy: A transformational shift in brand strategy to attract new audiences and drive new levels of giving
This case study will detail the development of a category-busting brand strategy for Toronto’s The Hospital for Sick Children (SickKids) which was designed and executed in order to achieve an audacious fundraising goal.
The case study provides clear insight into the rationale behind the strategic shift,  the barriers that were encountered and details of results in terms of brand metrics, social sentiment and fundraising achievements.
A key learning from this session will be insight into effective stakeholder relations and how collaboration breeds support and courage, even in the face of controversy.


Kate Torrance, Director, Integrated Brand Marketing, SickKids Foundation

14.00

Short Break

14.20 

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

15.00 

 Live Chat with Lorenzo Benet, Director of Public Relations, Children's Hospital Los Angeles on how children’s hospitals can utilize media, marketing and website strategy to help educate families and alleviate parental fears on bringing children in for care because of COVID fears.

15.20 

End of Day One

10.00 

Developing an Executive Visibility/Thought Leadership Program for C-suite Executives
Meg Aldrich, Director, Media Relations, Keck Medicine of USC Marketing and Communications, University of Southern California

10.40 

How Not to Burn Out in a 365/24/7 PR World and the Future of Work-life Balance for Communicators
Patrick Bartosch, Senior Director, Communications, Sanford Burnham Prebys Medical Discovery Institute, San Diego, California

11.20-15.00 

Interactive Crisis Communications Workshop with Donald Steel, Former Chief Communications Adviser at BBC
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 your crisis communications plan is ready for today’s new challenges. Donald Steel is uniquely placed to lead this workshop. He began his career in Britain’s National Health Service, and after qualifying as an RN, worked in regional and national neurosurgical units in Scotland. He went on to develop a career as a presenter, chief spokesman of the British Broadcasting Corporation and now a widely admired global expert in crisis communications.
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 

15.00

End of Global Healthcare Communications Summit 3

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