8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.

Chairperson's Opening Of Day Two

Bill Evans, Senior Vice President, Digital Practice Group Head
FLEISHMAN-HILLARD

8:40 a.m.

How To Rise Above The Noise And Engage Employees: Implementing Web 2.0 Strategies To Enhance Organizational Communication

Kaiser Permanente, founded in 1945, is the largest not-for-profit, integrated healthcare organization in the U.S., with 8.6 million members, 14,000 physicians and 160,000 employees in multiple regions across the country, and the largest active electronic medical record system on the planet (over 3 million active registrants).

Issues such as being in a highly regulated industry, having a long-standing orientation towards traditional marketing, and managing teams that are spread out in various geographic locations can present real challenges for marketers who want to explore the world of social media.

• Innovative ways you can further the mission, brand and goals of your organization by implementing Web 2.0 strategies coupled with old-fashioned storytelling, cutting-edge media tools and strategic thinking
• The inherent risks of adoption and implementation of strategies that are being taken as a department and as an organization
• Best practices for engaging your internal audiences – creating choice in message delivery, two-way communication and making information viral

Nancy Buono Cartwright, Vice President, Communications
KAISER PERMANENTE

9:25 a.m.

Integrating Social Media Into Your Communications Programs To Better Serve Your Key Audiences

Aurora Health Care is a nationally recognized integrated healthcare system located in the Midwest. In an effort to find better ways to serve its core internal and external stakeholder audiences, Aurora chose to develop and implement an integrated social media strategy.

Hear an exciting story about how Aurora successfully embraced social media in an effort to engage the community, empower employees and provide a better patient care experience. This included using Twitter to broadcast a live knee replacement surgery (which achieved national recognition), integrating social media into multiple communications programs, and establishing a presence on multiple social networks.

• Align your social media efforts to support growth initiatives and deliver key metrics that demonstrate value to customers and the organization
• Identify opportunities to leverage social media to serve key audiences
• Engage senior leadership and leverage social media to empower employees

Jamey Shiels, Director of Social Media and Digital Communications
AURORA HEALTH CARE

10:30 a.m.

Integrating Social Media In The Novel H1N1 Pandemic Response To Expand Reach, Engage Users, And Present Information In New And Meaningful Ways

• Increase the dissemination and potential impact of CDC's science
• Leverage unique characteristics of emerging channels
• Reach diverse audiences, tailor and personalize health messages
• Facilitate interactive communication and community
• Empower people to make healthier and safer decisions

During the novel H1N1 (also known as Swine Flu) response, the CDC social media team worked within the emergency communications structure to develop a number of innovative and effective customer-centered and science-based products to expand the reach of their health messages, engage the public and partners with interactive tools, and present content in new formats and in new places. Specifically, CDC utilized widgets, mobile and other phone technologies, graphical buttons, online video, podcasts, eCards, RSS feeds, microblogs (i.e. Twitter), image sharing, social networking, email and booking marking and sharing tools.

• Strategies for integrating social media into your traditional media efforts
• Methods for encouraging viral spread of your messages
• Creative ways to repurpose information in social media spaces

Janice Nall, Director, Division of eHealth Marketing (DeHM)
National Center for Health Marketing (NCHM)
CENTERS FOR DISEASE CONTROL AND PREVENTION (CDC)

11:15 a.m.

Using Social Media And SharePoint To Drive Employee Engagement And Productivity

Attend this session as Wyeth, a global leader in prescription pharmaceuticals, non-prescription consumer health care products, and pharmaceuticals for animal health, shares the insights and lessons they have garnered from their experience with SharePoint - an integrated suite of tools for communication, collaboration, document, content management and social media.

• Utilizing social media to support internal communication and drive collaboration
• Integrating social media into your intranet – using SharePoint 2007 - to drive employee engagement and increase productivity
• Handling governance, staffing, resources and the business case to keep it all going

Wendy Kouba, Vice President
WYETH

Michael Rudnick, Global Practice Leader
WATSON WYATT WORLDWIDE

Join a group of your colleagues for lunch with an informal discussion facilitated by one of our expert speakers. Take this opportunity to join others in a small, interactive group setting to network and brainstorm solutions to your most pressing social media for healthcare concerns.

1:30 p.m.

Group Exercise: Brainstorm Solutions And New Ideas You Can Use

You asked for it, you got it! Interact and discuss how to implement the latest technology tools to assist you in meeting your social media for healthcare challenges with your fellow attendees and our experienced speakers. You will leave with new tools and ideas for more successfully applying best practices to your own Web 2.0 healthcare initiatives.

2:15 p.m.

How To Handle The Responsibilities Of HIPAA,
Identity Theft, And Privacy Concerns While Introducing
New Social Media Technologies

Healthcare organizations are consistently faced with the challenges of HIPAA, identity theft, and privacy concerns. So it's no surprise that the introduction of social media tools into an already guarded industry can heighten these challenges.

The first step in any successful social media program is establishing and communicating guidelines. But, who do you involve, how do you communicate the guidelines and most importantly, how do you do all this without smothering the open, transparent conversation that social media ultimately creates?

At the Ohio State University Medical Center, this is being accomplished through the "golden rule of social media participation" - engaging in the use of social media to build conversation as a means to connect with customers in a manner that is consistent with the expectations of any other form of communication. It comes down to conducting yourself in the social media arena the same way you would conduct yourself as if you were at work.

Attend this session to learn from an experienced healthcare system how to handle the responsibilities of HIPAA, identity theft, and privacy concerns when adding social media into your communications plan.

• Leverage social media as a culture – it's not just a communications program
• Work with HR, legal and privacy officers to develop aspirational social media guidelines and put them into action before you need to rely on them for corrective action
• Encourage the use of social media throughout the organization by teaching the responsibility and opportunity at the same time
• Educate the c-suite on the value of social media – and get them involved

Ryan Squire, Social Media Program Director, Communications & Marketing
OHIO STATE UNIVERSITY MEDICAL CENTER

3:15 p.m.

How To Make Social Media A Benefit For Healthcare Providers By Creating Dialogue And Engaging Communities

Healthcare providers face numerous challenges in engaging their community, particularly online. Brooks Health – a national leader in inpatient, outpatient, and home health rehabilitation located in Jacksonville, Florida – jumped into the social media arena with Twitter, Facebook, and YouTube channels. What started as a simple strategy to generate more traffic has turned into a meaningful mechanism to create dialogue in their community.

This session will focus on lessons learned and best practices for how hospitals, physicians, and healthcare systems can leverage the power of social media tools and avoid common institutional resistance to entering these channels.

• The benefits of social media for healthcare providers
• How to educate C-levels on the essentials of social media and how to assure them it isn't "a waste of time"
• How to report on successes (and failures) of social media initiatives
• What works and what doesn’t for healthcare providers

Jennifer Gornto, MPH, Manager, Strategic Marketing
BROOKS HEALTH SYSTEM

Paul Griffiths, CEO
MEDTOUCH

4:00 p.m.

Developing Sustainable Relationships: How Social Media Tools Can Effectively Attract New Clients And Retain Existing Ones

The Cooperative of American Physicians (CAP) provides products and services to nearly 10,000 physicians practicing in California. Recognized as one of the most successful physician-owned companies of its type in the United States, CAP works to help its members meet the business challenges of running a medical practice.

Physicians are high Internet users and frequently visit physician-oriented websites and social networks. They are also heavy search engine users, with 76% of physicians using search engines to find medical information online. Looking to capitalize on these trends, CAP partnered with interactive agency Sensis to develop an online campaign designed to recruit new members (lead generation program), establish CAP as an industry leader in digital communications and utilize the Internet to develop long, successful relationships with current and potential members.

• How CAP successfully partnered paid media and social media marketing into a successful digital campaign
• How to utilize social networks for industry-specific outreach
• The benefits of using social media for the recruitment and retention of clients

Mary Crystal, Director of Corporate Communications
COOPERATIVE OF AMERICAN PHYSICIANS INC.

Jose Villa, CEO
SENSIS

4:45 p.m.
Chairperson's Recap:
Key Takeaways And What To Do When You Get Back To The Office

We'll recap the highlights of the past two days and ask you to share key insights and next steps with the group.