Registration and Morning Coffee
Rewriting Crisis Planning: What Has the Covid-19 Crisis Taught Us About Crisis Communications
Drawing from his experience with the Boston Marathon Bombing in 2013 and now COVID-19, Michael will share with you the importance of adapting your crisis communications strategy for the new reality. He will also talk about how COVID-19 has changed disaster preparation and how to integrate traditional media and social media to protect your organization’s reputation in turbulent times.
Michael Morrison, Director of Media Relations, Massachusetts General Hospital
How to Manage and Measure Your Organization's Reputation in the Digital Age
COVID-19 showed us that there is nothing more powerful than a good reputation, especially online. In this interactive presentation, drawing from her experience at Johns Hopkins Medicine, Therese will share with you how take an active approach on reputation management and build and mantain a positive online presence in a world where technology is ever evolving. She will also share the challenges in reputation management to better prepare and maintain your reputation in a time of constant crisis.
Therese Lockemy, Director, Digital & Social Marketing, Johns Hopkins Medicine
Developing an Agile Digital Newsroom for the Pandemic Era
Using examples from the Cedars-Sinai Newsroom, Marni’s presentation will cover tactics for finding stories, leveraging your newsroom platform to get media coverage, pivoting during a crisis and how to think like comms professional but act like a reporter.
Marni Usheroff, Lead Communications Specialist, Media Relations, Cedars-Sinai
Lunch for Speakers and Delegates
Effective Media Relations in the New Reality: Where Do We Go From Here?
The global coronavirus pandemic fundamentally changed how media covers news and altered the practice of Media Relations. In this new reality, healthcare PR professionals need an updated playbook to make their stories breakthrough in a constantly crowded news cycle. In this session, we’ll cover:
- How COVID-19 changed media relations and where we go from here
- Tips for getting your stories covered when the media is still focused on COVID-19
- The problem of misinformation and how to rebuild trust in health care providers
Megan McCann, Program Director, National Media Relations, Northwestern Medicine
The Future of Healthcare Media Relations - Lessons Learned from the COVID-19 Pandemic
In this interactive session, Serena will share with you how COVID-19 has changed media relations and what we, as communications professionals, have done to adapt. She will share with you a step-by-step guide on delivering public health messages from trusted sources and tips for managing a constant crisis. Serena will also talk you through the importance of having the right content strategy on social media during a crisis based on a data used in a study that Brigham has done in collaboration with Boston University.
Serena Bronda, Senior Media Relations Specialist, Brigham and Women's Hospital
Kids in Crisis: Case Study by Boston Children's Hospital
In just the past decade, trips to emergency departments for mental health rose by some 60 percent. The COVID-19 pandemic has only magnified an issue that was already on the brink. In this presentation Kristen will discuss creating a multidisciplinary communications strategy around the pediatric mental health crisis.
Kristen Dattoli, Director, Enterprise Communications, Boston Children's Hospital
Online Communities: The Next Must Have Social Media Tactic
Learn how Mount Sinai achieve the following goals by creating, managing and integrating an online condition-based community:
- Highly integrated healthcare pathway to hospital services
- Connect emotionally with patients, caregivers
- Change relationship from occasional to ongoing
- Position Mount Sinai as people who care
- Increase revenue from hospital services
Chloe Politis, Director of Digital and Social Media, Mount Sinai Health System
The Strategic Advantage of Owning Your Online Community
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 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.
Colleen Young, Principal, CY Connect & Community Director, Mayo Clinic Connect
End of Day One
Mastering Crisis Communications in the Digital Age: A Full Day Interactive Workshop with Lee Aase, Former Communications Director, Social and Digital Innovation at Mayo Clinic
A trailblazer who has led the healthcare industry in embracing social and digital media platforms, Lee Aase works with clients to harness these communication power tools to solve business problems and create opportunities. He led Mayo Clinic’s pioneering adoption of social media in 2006 and founded the Mayo Clinic Social Media Network, an industry-leading global network that helped healthcare professionals and organizations use social media effectively.
In this one day fully interactive workshop, he will explore how we can be fully prepared for a crisis in the new reality. Together we will discover what success looks like in crisis communications and gather learning from situations where people have got it right. We will also find solutions together and hear from the experience of each other.
At the end of this workshop, you will:
- Understand the relationship between advance preparation and speed in crisis communication
- Be equipped to review your organisation’s tone, language and style on social media in a crisis
- Be familiar with aggressive question types in crisis media interviews and how to deal with them
- Be ready to review your organisation’s crisis communications plan in the light of the workshop
- You will leave the workshop feeling energized, with a checklist of actions to take back as you seek to take your crisis preparedness to the next level.
Part 1: Becoming a social media pioneer
Learn how Aase used his personal experiences with social media to pivot the marketing and content strategies at Mayo Clinic to expand beyond word of mouth and news media stories, how social media use has evolved in the industry over the years, and where it may be heading in the future.
Part 2: Preparing for the unexpected
Lee will use some of the work Mayo Clinic has done in the last year in responding to the quickly changing circumstances under COVID, and how their preparation enabled the medical center to adapt quickly and meet internal and external communications needs.
Part 3: Crisis Simulation Scenario