The 4th Annual Health Care Social Media Summit

The 4th Annual Health Care Social Media Summit

Broadcast Oct. 16-18, 2012
Mayo Clinic
Rochester, MN
Price: $1195
Member Price: $945
  • Determine the best social media tools for hospital communicators, doctors and nurses
  • See why patients use social media now, more than ever
  • Hear case studies about e-health and the mobile movement
  • Find out how to deal with a hospital crisis, with the power of social media

Presented by Ragan Communications: An event hosted by Mayo Clinic Center for Social Media

Product Code: XD2CH0MN
  • Keynotes with:
    Lee Aase Mayo Clinic Center for Social Media
    Lee Aase
    Dr. Farris Timimi Mayo Clinic
    Dr. Farris Timimi
    Dr. Natasha Burgert
    Dr. Natasha Burgert
    Sessions with:
    Dr. Jeff Benabio American Academy of Dermatology
    Dr. Jeff Benabio
    Shawn Bishop Mayo Clinic
    Shawn Bishop
    Chris Boyer Inova Health System
    Chris Boyer
    Dan Buck SSM Cardinal Glennon Children’s Medical Center
    Dan Buck
    Dr. Sharonne N. Hayes Women's Heart Clinic at Mayo Clinic
    Dr. Sharonne N. Hayes
    Dr. Ivor Horn Children's National Medical Center
    Dr. Ivor Horn
    Ashley Howland Baylor Health Care System
    Ashley Howland
    Brycie Jones Oregon Health & Science University (OHSU)
    Brycie Jones
    Libby Manship Indiana University Health
    Libby Manship
    Alexis Nahama VCA Animal Hospitals
    Alexis Nahama
    Laura Perry UCLA School of Nursing
    Laura Perry
    Dr. Chris Porter OnSurg
    Dr. Chris Porter
    Grace Rodney The Children's Medical Center of Dayton
    Grace Rodney
    Michael Schwartzberg Greater Baltimore Medical Center
    Michael Schwartzberg
    Maggie Silver Centers for Disease Control and Prevention
    Maggie Silver
    Iana Simeonov University of California San Francisco (UCSF)
    Iana Simeonov
    Deb Song Rush University Medical Center
    Deborah Song
    Dr. Bryan Vartabedian Baylor College of Medicine & Texas Children’s Hospital
    Dr. Bryan Vartabedian


Opening Keynote (ALL TRACKS)?
Spreading the Social Media Revolution
Lee AaseFarris TimimiMayo Clinic launched its Center for Social Media, a first-of-its kind center dedicated to applying social media in health care, in July of 2010. Mayo also leads the Social Media Health Network, with more than 100 other health-related organizations joining to learn together with Mayo and to demonstrate benefits of social media in clinical practice, education, research and administration.

In this special keynote, Lee Aase and Dr. Farris Timimi will show:

  • Mayo Clinic's latest innovations in applying social media for its patients and throughout its organization
  • How social networking can be a tool for enhanced productivity, helping you do more with less
  • Why health-related organizations should open access for their employees to social media sites like Facebook, YouTube and Twitter
  • Concrete, bottom-line benefits of using social media
  • Why a social media strategy is an essential element of any communications or marketing plan
  • Why social media is about much more than marketing and PR
Lee Aase is Director of the Mayo Clinic Center for Social Media, a first-of-its-kind social media center focused on health care, which builds on Mayo Clinic's leadership among health care providers in adopting social media tools.

Dr. Farris Timimi (panel moderator) is an Assistant Professor of Medicine at Mayo Clinic College of Medicine and a consultant in cardiovascular diseases and internal medicine at Mayo Clinic. He serves as Medical Director for the Mayo Clinic Center for Social Media.

Online social networks: A benefit to patients, physicians, caregivers
Marta Hill GraySona MehringBrian LoewFarris TimimiWhen facing a health crisis, reliance on the support of family and friends becomes important. The use of online social networks provides patients a way to easily maintain the support they need.

Our panelists from Inspire, CaringBridge and EmpowerHER will show you how their social networks help patients—and what doctors can learn from online patient communities.

This session will show you how:

  • Social networks can improve a patient's quality of life and healing process
  • Why a patient-focused social network can benefit the caregiver, too
  • Patients want a real medical voice—not "Dr. Google"
Marta Hill Gray is the sales director of EmpowerHER.

Sona Mehring is the founder and CEO of CaringBridge.

Brian Loew is the CEO of Inspire.

Dr. Farris Timimi (panel moderator) is an Assistant Professor of Medicine at Mayo Clinic College of Medicine.

How Twitter and blogs can help with global disaster relief
Thurston HatcherDeb SongWhen doctors and nurses from Rush University Medical Center traveled to Haiti to help with relief efforts after the 2010 earthquake, they agreed to document the mission using Rush's newly developed blogs and other social media channels.

Throughout their stay, they shared first-hand accounts through text messages, photos and videos, quickly immersing the Rush marketing and communications team in the intricacies of blogging and underscoring the power of social media.

This session will show you how to:

  • Get doctors, nurses and staff to actively engage and participate in social media
  • Identify opportunities to use social media for breaking news coverage and other major events
  • Create and manage social media content
  • Open up social media access in your hospital
  • Garner media coverage for your social media content
Thurston Hatcher is the Web Managing Editor and Social Media Manager for Rush University Medical Center.

Deborah Song is the Associate Director of Media Relations at Rush University Medical Center in Chicago.

Luncheon Keynote (ALL TRACKS)
Social media gives patients a voice. Are you listening to it?
Lindsey MillerMelissa HoganDebbie HepburnPatti KoblewskiKaren HirschLee Aase

During this panel discussion, you'll hear from three patients who are blogging, tweeting and Facebooking about their illnesses.

Lindsey Miller, a young adult with pancreatic neuroendocrine cancer, had her "15 minutes" of fame when she asked "50/50" star Joseph Gordon-Levitt out for coffee on YouTube. Her video garnered more than 300,000 views, she was featured in more than 100 media outlets, and she raised $10,000 through her blog after her "15 minutes" were over. Miller will be joined by three other patients who have been selected by the Mayo Clinic Center for Social Media.

Not only will you hear inspiring stories, but you'll also learn:

  • Why patients turn to social media for support
  • The best fundraising websites for patients
  • Why hospitals need to unblock social media—this is how patients connect during a long hospital stay
  • How the Internet gives patients a chance to redefine their illness
Lindsey Miller, a former Ragan Communications employee, is now a graduate student at UCLA.

Melissa Hogan is a lawyer, author, speaker and advocate for rare disease families.

Debbie Hepburn is a marketing consultant with more than 25 years of experience in marketing communications, advertising, strategic planning and design development.

Patti Koblewski is pain ambassador for Arizona Pain Specialists and patient advocate and educator for Boost Medical.

Karen Hirsch is a former health care planner.

Lee Aase (panel moderator) is Director of the Mayo Clinic Center for Social Media.

How does social media impact research volunteerism and the IRB?
Protecting and promoting participation: The interface of social media, researchers, volunteers and the IRB

Sharonne HayesFarris TimimiLee AaseWilliam TremaineCheryl ThomasKarrie Fursa

Clinical trial recruitment with Twitter? Data sharing on Facebook? New uses of social media by health care providers and patients, along with the demand for more and better research of rare and not-so-rare diseases, have made life for investigators and Institutional Review Boards (IRBs) more complex and contentious.

Researchers and patients need guidance and guidelines to provide appropriate protection for research participants, while at the same time, fostering an atmosphere for the advancement of science. This session will use case studies and examples to explore the explosive demand by both patients and investigators to use social media to engage previously untapped resources and volunteers to advance medical research.

A panel of investigators, IRB members, research participants and social media experts will focus on the importance and permanence of social media in this realm, protection of patients/participants and the desire to capitalize upon these new options, without squelching the innovation and rapid evolution that is inherent in this rapidly growing field.

This session will provide you with:

  • An understanding of the essential role IRBs play in the protection of research participants and the challenges they face dealing with the explosive growth of social media
  • An outline of both the opportunities and risks of the interface of social media and research, including enhanced recruitment, protecting personal information, minimizing exploitation risks, and informed consent
  • A framework to consider and discuss when developing policies and practices involving social media in research settings
Dr. Sharonne N. Hayes is an Associate Professor of Internal Medicine and Cardiovascular Diseases and has an active clinical practice in the Women's Heart Clinic at Mayo Clinic in Rochester, Minn.

Dr. Farris Timimi is an Assistant Professor of Medicine at Mayo Clinic College of Medicine and a consultant in cardiovascular diseases and internal medicine at Mayo Clinic.

Lee Aase is Director of the Mayo Clinic Center for Social Media, a first-of-its-kind social media center focused on health care, which builds on Mayo Clinic's leadership among health care providers in adopting social media tools.

William Tremaine, MD is a gastroenterologist and Director of the Mayo Clinic Office of Human Research Protection, which oversees the Mayo Clinic IRB.

Cheryl Thomas is the Research Subject Advocate for all Mayo Clinic sites.

Karrie Fursa is a Research Protocol Specialist for the Cancer Prevention Network (CPN).

Yes, when crisis hits, you can build trust
Brycie JonesJoanna WoernerMichael SchwartzbergMark RaganWhen you've learned that the unthinkable is happening to your hospital, how would your leaders and communicators respond? Or, if the media are reporting a crisis at your hospital and their information is inaccurate, what would you do?

If your team is able to respond proactively, these times of crisis can build trust between your hospital and your patients—especially if your hospital is prepared to talk about difficult issues on social media channels.

See how our panelists have dealt with the following: a deadly accident at a nearby fair, a troubling arrest of a former staff member, a reported armed robbery on campus and a patient who committed suicide.

This session will cover:

  • The benefits of involving social media in the early phases of crisis planning
  • The importance of the relationships between hospital leaders, legal and communications
  • How to report on the response to your communications in near real time
  • Preparing internal advocates to be social media crisis responders
  • The importance of proactive monitoring of social media—both during times of crisis and when it's "business as usual"
Brycie Jones is the Social Media Manager at Oregon Health & Science University.

Joanna Woerner is a Web and Social Media Analyst with Indiana University Health.

Michael Schwartzberg is the Media Relations Manager with Greater Baltimore Medical Center.

Mark Ragan (panel moderator) is the CEO of Ragan Communications in Chicago.

How to safely use health care social media and avoid privacy and security pitfalls
Glenn PrivesAn increasing number of health care organizations are using social media to reach out to patients. While Twitter, Facebook, Flickr and other new e-tools are becoming effective and popular ways to stay connected, patient privacy risks created by these media are often not fully considered. The result can be breaches of patient or health plan member information, increasingly stiff regulatory fines and damage to an organization's reputation.

This seminar will provide an overview of applicable privacy and security laws. You'll also learn how to create a social media policy for your organization, which does not include a ban on social media tools.

Highlights of this session include:

  • Discussion of HIPAA and HITECH and their applicability to the use of social media in health care
  • Practical privacy and security implications of social media
  • Analysis of privacy policies of social media sites
  • Examples of inappropriate social media disclosures by health care providers
  • Issues and consequences following inappropriate social media disclosures by health care providers
Glenn Prives is an associate lawyer practicing general corporate law. He also advises health care clients on a range of regulatory issues including Stark, the Anti-Kickback Statute, fraud and abuse regulations, HIPAA, reimbursement and licensing.

Doctors: Learn how to talk about cancer
Frank HokeUsing three simple words, Fox Chase Cancer Center health care professionals are changing the language of cancer and engaging with patients in a meaningful way.

It's been said that hope is the only thing stronger than fear. And because a cancer diagnosis often evokes fear, Fox Chase decided to focus on the strength of hope in creating a social media campaign designed to unite patients and caregivers. On Valentine's Day 2010, Fox Chase Cancer Center kicked off "Love Versus Cancer," an initiative that uses supportive language and imagery to frame the cancer experience and recognize the unifying role of love in that experience.

Fox Chase believes that a cancer diagnosis should not immediately equate with battle and catastrophe, victory or defeat. Instead, Fox Chase wanted to call attention to the care, compassion, bright minds and big hearts that will surround and partner with patients and families at their Center.

This session will show you how to:

  • Encourage colleagues within your organization to reconsider the ways they communicate with patients
  • Represent the clinical voice of your institution by participating in special events that are designed to be the face-to-face component of a social media campaign
  • Identify and engage appropriate patients and family members who would be honored to represent your institution in various ways
  • Participate in your institution's social media platforms to share a real medical voice and enhance authenticity
Frank Hoke is the Vice President of Communications at Fox Chase Cancer Center.

Closing Keynote (ALL TRACKS)
With social media, patient education doesn't stop in the doctor's office
Dr. Natasha BurgertPatient education is changing. Traditional pamphlets and posters on the doctor's walls are ignored. Instead, today's patients are more involved with Google search and smartphone screens. As a result, health care education is no longer reliant on a doctor's office visit. Joining patients in the online space offers physicians an opportunity to educate their patients in a dynamic, new and effective way.

Pediatrician Dr. Natasha Burgert will demonstrate how an active social media presence is able to assist patients in health care decision-making "between the checkups." Through her blog, she is able to create a revolving door of relevant health care information. In addition, Dr. Burgert demonstrates how the online space can optimize the time spent in the office, and provide adequate tools to reinforce the message after the patient has gone home.

In this session, you will learn:

  • How creating a social network for personal learning increases your effectiveness as a physician health educator
  • A simple formula to keep a physician's online content relevant and engaging
  • How a general pediatrician uses online tools to share a health care message, and incorporates social media into daily patient workflow
  • How to make time at point of care more efficient and enjoyable by strategically creating educational messages
  • Ways to direct your patients to health care messages while in the office, and after the point of care
Dr. Natasha Burgert is a board certified pediatrician who sees patient families full-time. She also serves as the Social Media Community Manager for her private practice group.