メイヨークリニックソーシャルメディア カンファレンス2017


mayoarizona

メイヨークリニック・ソーシャルメディア・ネットワーク(#MCSMN)のアニュアル カンファレンスがメイヨークリニックのアリゾナキャンパスで12月11日から開かれます。

内容は医療マーケティング、広報、コミュニケーションに関して、メイヨークリニックが永年注力してきたソーシャルメディアの知見を共有します。

参加対象者は、マーケティング、広報PR、コミュニケーション担当者、医師・看護師、そして患者会の責任者などです。

今年は、アリゾナ・キャンパスでFacebookで有名な Mari Smith を始めとするキーノートスピーカーには米国のトップクラスの専門家が登壇予定です。

主なスケジュールは下記の通りです。

MONDAY, DECEMBER 11 2017

7:30 am Registration and Breakfast     Scottsdale Mayo Clinic
9 am Welcome and Announcements

9:05 am #MCSMN Update
Lee Aase(@LeeAase), Director, Mayo Clinic Social Media Network
Farris Timimi (@FarrisTimimi), MD, Medical Director, Mayo Clinic Social Media Network

9:30 am KEYNOTE: Facebook Success Strategies: Proven Ways To Increase Your Reach, Engagement & Results
Mari Smith is the Premier Facebook Marketing Expert, often referred to as “the Queen of   Facebook.” Mari was hired by Facebook to teach businesses throughout the US. She serves as Brand Ambassador for many leading global companies. Mari is also an expert webinar leader, live webcast host, and author of The New Relationship Marketing and coauthor of Facebook Marketing: An Hour A Day.

10:50 am Affinity Groups
Discuss your social media challenges with a group of your peers.
11:20 am CASE STUDY: How NOT to launch the biggest social campaign of your career: Lessons from the OHSU Knight Cancer Institute $1 Billion Challenge
In the fall of 2013, Nike Founder Phil Knight and his wife Penny issued a challenge to Oregon  Health & Science University. If the institute could raise $500 million for cancer research in only two years, the Knights would match that amount ? resulting in $1 billion in support of the OHSU Knight Cancer Institute and its vision to end cancer in Oregon.

In only 22 months, OHSU met the Knight’s $1 billion challenge and set a national fundraising record in the process. But the campaign was not without its setbacks. In fact, the “One Down” campaign encountered significant backlash at its launch, primarily within the Knight Cancer Institute’s own social communities.

Jess will share the team’s nearly campaign-ending mistake – one we are all poised to make! – along with the story of how, through swift and strategic influencer engagement, they turned a PR crisis into impassioned social advocacy.

supercalifragilis A lover of art, data and the Portland Trailblazers, Jess Columbo has spent much of the last decade advising local and national clients in digital and social media strategy. She began her career in PR, building online community and influencer engagement campaigns for consumer brands like Kettle Foods and Widmer Brewing.

Jess spent time in broadcast television and academia, before joining Oregon Health & Science University (OHSU) in 2013. Nearly four years later, she left to start her own social marketing firm, Med|Ed Digital, specializing in social media strategy and internal training for health care and higher education clients.

12:05 pm Lunch
12:30 pm KEYNOTE: Humanize Your Digital Network
In the world of social media, we often forget the human and emotional elements. Join Entrepreneur, Thought Leader, and Advisor, Brett Berhoff to explore the deep concepts of digital success. This thought-provoking and interactive session will highlight creative marketing strategies and explore ways to harness the power of your brand!

At the age of 18, Brett Berhoff was the “go-to” guy for Warner Bros. Records national touring acts while attending College. After graduating from The University of Miami, he was recruited to an elite boutique operation of Morgan Stanley and continued create out-of-the-box success strategies for other firms. Since then, he impacts a broad spectrum of industries, including health care, manufacturing, and media.

Sought after by Corporations and Individuals, Brett Berhoff is known for his innovative thought leadership and strategic expertise. Alongside his entrepreneurial endeavors, Brett produces the “Brett Berhoff Experience,” a journey inside the minds of the most impressive game changers who shape our planet. Interviewing everyone from Dr. Amit Sood, the stress reduction guru of Mayo Clinic, to the world famous Paul Reed Smith, who builds guitars for Blake Shelton and John Mayer.

1:30 pm Break
1:45 pm CASE STUDY: Gettin’ Those Digits: How OSF HealthCare used social media to boost patient traffic
You’ve worked hard to build a presence on social media. Now you’re being told to use that presence to generate leads and drive calls to action. Learn how OSF HealthCare Marketing embraced a digital-first approach to advertising and what they learned along the way.
Katie Whitt is a Social Media Coordinator with OSF HealthCare, a faith-based, 11 hospital health care system serving Illinois and the Upper Peninsula of Michigan. Katie joined OSF HealthCare in 2016 and was instrumental in building the newly created Digital Marketing Department.
2:30 pm CASE STUDY: Newsjacking: The rewards and risks of leveraging breaking news.
Ebola. Vaccines and autism. Selena Gomez. The Cook Children’s PR staff begins each morning looking at what’s in the news and how to insert themselves into the day’s trending topics. Find out why and how they use current events to become part of the social conversation, and why they believe you can become too good at newsjacking.
Jeff Calaway runs Cook Children’s Checkup Newsroom. He uses his background in journalism to ensure the online newsroom contains the latest in pediatric health care news. He informs parents and the community, while reaching a national and international audience that’s now on the media’s radar when it needs a news story.

3:35 pm Expert Consultations Session

TUESDAY, DECEMBER 12

9 am Welcome and Announcements
9:05 am KEYNOTE: Give the People What They Want: Authentic Interaction and Compliant Communication
Healthcare organizations’ social media strategies must account for patient preferences. To engage effectively, we must build a patient-centric scaffolding for relationships across a multidimensional variety of parameters. It is critical to understand different kinds of patients – distinct from our understanding of consumers at large. Authentic interaction carries a risk of overstepping state and federal privacy rules; the tension between authenticity and compliance must be navigated carefully.
David Harlow is Principal of The Harlow Group LLC, a health care law and consulting firm based in the Hub of the Universe, Boston, MA. His twenty-five years’ experience in the public and private sectors affords him a unique perspective on legal, policy and business issues facing the health care community.

David helps clients develop new paradigms for their business organizations, relationships, and processes to realize organizational goals in a highly regulated environment, ranging from health data privacy and security to digital health strategy to physician-hospital relationships to facilities development to the avoidance of fraud and abuse.

He’s been called “an expert on HIPAA and other health-related law issues [who] knows more than virtually anyone on those topics.” (Forbes.com.) His award-winning blog, HealthBlawg, is highly regarded in both the legal and health policy blogging worlds.

David is a charter member of the External Advisory Board of the Mayo Clinic Social Media Network and has served as the Public Policy Chair of the Society for Participatory Medicine, on the Health Law Section Council of the Massachusetts Bar Association and on the Advisory Board of FierceHealthIT. He speaks regularly before health care and legal industry groups on business, policy and legal matters. Follow him on Twitter.

10 am CASE STUDY: How to Engage your C-Suite in Social Media #ThoughtLeadership
Positioning executives as trusted health care industry sources in the social media space can be invaluable for building customer, stakeholder, and employee advocacy. But building a successful executive thought leadership presence requires a clear strategy and committed team.

Krysta will share how HCSC guides executives to create dynamic content and conversations highlighting their unique perspectives and how their impact translates to relationship-building and influence.

Krysta Privoznik is a Reputation Management Specialist at Health Care Service Corporation (HCSC), the largest customer-owned health insurer in the U.S. Krysta manages the company’s social media thought leadership program by providing strategic advice, coaching, and tools that help HCSC thought leaders speak in an authentic voice to influence key stakeholders and advance conversations about important topics in the health care industry.
10:45 am Break
11:05 am CASE STUDY: Social Media, Your Hospital and the Threat of Suicide: A Matter of Life, Death and Liability
What happens when a hospital social media marketer is placed in the unenviable position of handling a real-time mental health crisis occurring on a hospital Facebook page? This case study makes the argument for 24/7 monitoring and clear policies on where your role ends, and that of the clinician begins.
Carol Vassar is Social Media Strategist for Hartford HealthCare (HHC). She joined the HHC team in 2012 as a marketing manager, and has previous experience at the American Red Cross and the Connecticut Department of Public Health. A former radio reporter, Carol holds a Masters Degree in Interactive Communications from Quinnipiac University.
12 pm Lunch
12:30 pm KEYNOTE: Health, Reputation, and the Dynamic Social Conversation

Navigating the robust landscape of health care conversation online requires a humble approach. This session will explore how Lilly engages as a company, with our executives, and as employees to build our reputation and engage in the health care conversation.

Amy O’Connor leads the Digital & Social Media Communications team at Lilly. She is a graduate of the University of Notre Dame and Georgetown University. Amy’s goal is to develop Lilly’s digital engagement to foster innovation; ensuring patients have access to safe and effective medicines. She leads Lilly’s digital efforts around the world.

1:25 pm Break
1:45 pm CASE STUDY: Crisis Communications: Healthcare Social Media and the Pulse Nightclub Tragedy
June 12, 2016: a man opened fire inside Pulse Nightclub in Orlando, killing 49 people and wounding dozens. A half-mile away, workers at Orlando Regional Medical Center were unaware they would be on the front lines of this tragedy. Learn how Orlando’s only Level 1 trauma center leveraged social media to manage public outreach and inform an international audience of the hospital’s life-saving efforts.

Understand the framework of an effective crisis communications plan, and learn to manage communication expectations within your healthcare organization

Cristina Calvet-Harrold is the Founder of CCH Marketing, a digital marketing, advertising, and public relations firm serving healthcare and hospitality clients. Cristina holds a Bachelor of Science degree in Marketing, as well as a Masters in Business Administration, both from the University of Central Florida. Cristina enjoys traveling, volunteering, and attending sporting events with her husband, Bryan and daughter, Saoirse.
Amanda Jane Saunders-Johnston joined CCH Marketing in 2015. She specializes in healthcare social media management, and has national experience in risk mitigation and crisis communications. When Amanda Jane isn’t working, you can find her playing golf or exploring Florida with her husband and rescue dog by her side.
2:30 pm Eureka! Session
Attend one of four breakout groups to brainstorm solutions to real social media challenges identified by you during the conference.
3:45 pm Expert Consultation Session III