Session Descriptions

Long COVID: enabled by social media, patients define an urgent new need

Speaker: Dave deBronkart

"Citizen scientist" patient groups have been known since the dawn of the Web, but never has there been as potent and urgent an example as the "Long COVID" community that arose in desperation last year: COVID-19 patients who never get better. Their ability to connect, convene, document their symptoms and crowdsource their data led within months to acceptance by establishment medicine - the CDC, NIH and more. 

These are "superpatients" - a term coined in 2019 by our speaker "e-Patient Dave." They're patients who extend science when medicine's not getting the job done. Long COVID patients are the most spectacular example, and the first to rapidly gain scientific recognition. In this session we'll learn the history of these super-engaged patients and examine exactly how social media is enabling their achievement - and what health care can learn from it.

How Clubhouse conversations are connecting health care researchers, practitioners, patients, and more.... Join the club!

Speakers: Katherine Y. Brown, EdD; Dan Hinmon; Kristine Austin

Clubhouse is a new social network based on voice—where people come together to talk, listen and learn from each other in real-time. Is this just a new shiny object or is it an effective tool to engage patients and health care workers? If it has promise, how can you use Clubhouse to accomplish your most important goals and objectives? Find out by attending this practical, tip-filled session. You’ll discover:

• The many ways health care communicators are already using Clubhouse to connect. 
• How to develop a user profile that gets attention and draws traffic. 
• The do’s and don’ts of finding and growing your audience. 

Learn how professionals in health care marketing, social media and practice are using this new platform strategically and for personal growth. It's currently invitation-only and iOS only.

Smarter Together: Influencer Marketing, TikTok, & Other Digital Tactics to Shake Up Your Marketing Mix

Microtarget Audiences, Inspire Action & Maximize your ROI 

Speaker: Craig Fairfield; Amanda Herriman; Bill Wax

Don’t just get “likes” and “clicks,” get increased patient volumes and lifetime customers – without creating additional work for yourself. 
 
Join some of the nation’s leading health care professionals and hear how they harnessed the power of TikTok advertising, influencer marketing, Location-Based Advertising (LBA) and other underutilized digital tactics to drive growth. Hear from leaders at:  

• ChristianaCare 
• Community Care Plan, an entity of Broward Health, Memorial Healthcare System, Joe DiMaggio Children’s Hospital, and Salah Foundation Children's Hospital 
• Nestlé Health Science 
• The DAISY Foundation 

 Combine these tactics to build patient volumes and demonstrate ROI. Learn to: 

• Hone microtargeting strategies to reach and motivate elusive audiences 
• Advertise on TikTok to promote services, recruit staff, and engage health care consumers across demographics 
• Use Influencer Marketing to attract new patients and build trust among your segmented audiences 
• Leverage LBA, like geofencing and Google My Business (GMB), to drive traffic and increase patient volumes 

Rethink your admix. Make marketing magic for your organization.  

Session sponsored by Wax.

Real-Time Relevance: How Johns Hopkins Medicine Uses Digital Behavioral Insights to Engage Physicians

Speakers: Therese Lockemy, MBA; Shannon Ciconte; Edith Hodkinson

An insights discussion featuring Johns Hopkins Medicine, this session will highlight how physician-level digital behavior data can be harnessed to strengthen a multichannel marketing strategy by delivering relevant, personalized, and targeted experiences to physicians based on their real-time engagements.

Johns Hopkins Medicine’s multichannel marketing strategy will be featured to demonstrate how this market leading academic medical center leverages data to improve relationship and reputation building with physicians, increase referrals, and deliver insights to guide future vision.   

Session sponsored by DMD.

The Era of Digital Relationships | How to Build Relationships with Patients Online

Speaker: Elle Pierson RN, MBA

It's no surprise patients are online - seeking medical information, vetting health care providers, and reading other patient consumers' reviews. The question becomes, are "you" as a health care provider or organization online building relationships with patients?

The truth is - most health care organizations are NOT online engaging with patient consumers. This is a missed opportunity to build relationships, trust and provide real-time information and resources.

This presentation will introduce you to tools and best practices to build long term relationships with patients that result in retention and loyalty. If your objective is to improve the "online" patient journey, I encourage you to participate in this valuable presentation. 

Patients are waiting to engage with you online. Will you show up?

 How to Optimize, Measure, and Report on Social Media Marketing within Health Care

Speakers: Dana Alexander Nolfe and Amy Lavigne

Turn social media channels from an obligation into an opportunity. This workshop will showcase the measurable role of social media in health care marketing using real-world examples and actionable take-aways. We will also discuss tools, tactics, content strategies, and address audience questions.

This strategy worked before and during the COVID-19 pandemic. Now, it's time to discuss how to continue this success as the health care community and others rebuild and recover from the pandemic.

How Stress, Burnout and Fatigue Impacts Performance

Speaker: Bobbie Nicole Ray-Sannerud, PsyD

At this keynote, Bobbie will discuss the overarching theme of how to identify, prevent, and mitigate burnout. The talk will specifically address the well-being of health care providers and the influence burnout has on patient safety. Though the concept of burnout is not new, the Covid Pandemic has raised national interest and awareness of the health care provider’s mental health and wellness. There is growing evidence that health care workers are exposed to unique organizational, occupational, and environmental stressors that require a more systematic approach for mitigation and prevention. Taking a systematic approach, how can strategies in health care social medical and digital marketing not only raise awareness but contribute to tackling it? 

Creating Inclusive Web and Social Content for Transgender Patients

Speakers: Aleksandra Golota; Sarah Ridgeway; Amy Sarah Marshall

Anecdotes and research alike suggest healthcare interactions present challenges of access, exclusion, ignorance, and bias for transgender individuals more than for either the LGB population or the population as a whole. Because of this, building inclusive web and social content is essential when reaching transgender patients seeking services.

The session will share the relationships Marketing established with the medical and patient experience groups and how we continue to develop and refine content strategy when reaching this patient population. It will outline considerations and potential blind spots when sourcing photography, video, and patient stories from the trans population and share a high-level content strategy for pushing this content through social channels.

Emerging Trends in Internal Communications

Speaker: Julie Scott

Internal communications is at the heart of your brand. Learn  how organizations like Ohio State University Medical Center are using internal communication strategies like personas to segment their internal audiences and deliver communication that is relevant. Join this session to learn about:

• Impacts of COVID-19 on internal communications
• Communication models for driving effective change
• Storytelling and purpose-driven communication
• Trends in channels/Intranets

The Strategic Advantage of Owning Your Online Community

Speakers: Colleen Young; Lee Aase

Broad-based social networking sites play an important role for modern organizations in enabling them to reach key audiences in platforms they already use. Corporate Facebook and LinkedIn pages, YouTube channels and accounts on Twitter and Instagram are essential communications tools with strong applications in health care.

In this presentation Lee Aase, Communications Director for Social & Digital Innovation at Mayo Clinic and Director of the Mayo Clinic Social Media Network, and Colleen Young, Community Director for Mayo Clinic Connect, will show how Mayo Clinic has built its owned community capacity as a complement to its broader social media strategy. You will see and hear:

• How Mayo Clinic created its first owned online patient community in 2011 and revitalized it in 2015 by migrating to a new platform and implementing strategic community management.
• How the Mayo Clinic Connect community enables Mayo to create deeper online relationships with both existing and prospective patients.
• How AI-based conversation translation will enable a richer community experience by enabling speakers of Spanish (and eventually other languages) to participate fully in disease and condition-based groups.
• How Mayo Clinic is applying its owned community capabilities beyond patients to serve and engage with other audiences, including staff, external health care professionals and journalists.

So You Have a Podcast...Now What? Tips for Boosting Podcast Engagement Across Multiple Platforms

Speaker: Bill Klaproth

As podcasts have become a ubiquitous marketing tool, the question now is how to maximize their impact. This session will provide strategies for utilizing and repurposing your audio content across various marketing communications platforms such as your website, blog, social media, newsletters, publications, physician relations initiatives, and more. Plus, we'll uncover a smart SEO tactic and provide a brief overview of analytics and how to measure engagement.