October 23, 2018 | Baltimore, MD

THE FUTURE OF HEALTHCARE COMMUNICATIONS IS SOCIAL

Healthcare communicators face a unique challenge. Like all practitioners, they must build relationships in a feverish digital environment, but the seriousness and humanity of their sector and accompanying regulations make it difficult for healthcare communicators to determine the best social media approach for their audiences. 

PR News’ Healthcare Social Media Summit, which will be held Oct. 23, 2018, at the Baltimore Marriott Waterfront, focuses on the communications tactics that will help healthcare brands and nonprofit organizations reach the people who matter most to them in the arena in which they spend so much of their lives—social media.

Join your peers from a wide range of healthcare organizations for this information-packed day of learning and networking. It’s the one day of social media training you cannot miss! We strongly encourage you to bring your team. The day before the Healthcare Social Media Summit, we'll honor the winners of the Healthcare Communications Awards during a luncheon celebration.  

Featured Speakers

Kieran Fagan

Vice President, Communications
Aetna

Kate Hardin

Senior Vice President
Ruder Finn

Emily Shirden

Partner
Finn Partners

Morry Smulevitz

Head, U.S. Public Affairs
AbbVie

Speakers

  • Kieran Fagan

    Kieran Fagan

    Vice President, Communications
    Aetna
  • Kate Hardin

    Kate Hardin

    Senior Vice President
    Ruder Finn
  • Emily Shirden

    Emily Shirden

    Partner
    Finn Partners
  • Morry Smulevitz

    Morry Smulevitz

    Head, U.S. Public Affairs
    AbbVie

Agenda

  1. 8:00 am - 8:25 am

    Networking Breakfast

  2. 8:25 am - 8:30 am

    Welcome from PR News

  3. 8:30 am - 9:00 am

    The State of Healthcare Communications

    Healthcare providers, pharmaceutical companies, insurers and nonprofit organizations have historically been hampered to go full-out on social media by the regulatory environment and internal cautiousness (HIPAA, FDA, behind-the-times social media guidelines). We’ll look at the key points that are now accelerating social media in healthcare communications.

    We’ll cover:

    • How high tech is disrupting healthcare and its effect on communications
    • Meeting patients’ and customers’ evolving communications expectations
    • Changes in regulatory hurdles for healthcare communicators—what you can and can’t do on social
    • Partnering with high tech companies to provide new experiences for patients and customers
    • Kieran Fagan

      Kieran Fagan

      Vice President, Communications
      Aetna
  4. 9:00 am - 10:00 am

    How to Measure the Success of Your Healthcare Content for the C-Suite

    As a healthcare communicator, you must now rely more on paid and owned content (online newsrooms, video, live streams, social posts) to make your messages heard, which puts more pressure on you to prove the value of your efforts and protect your budget. Learn how to fold C-suite expectations of your content into a measurement plan and choose the right free and paid tools that tell your data story succinctly.

    You’ll learn how to:

    • Focus on the metrics that matter to senior leaders
    • Use free tools like Google Analytics for communications measurement
    • Select the right paid reporting and analysis tools for your communications team
    • Communicate your paid, earned, shared and owned content results to the C-suite
    • Sharing compelling insights that make you a strategic partner with the C-suite
    • How to pull insights so you can make better decisions for your customers or members
    • Emily Shirden

      Emily Shirden

      Partner
      Finn Partners
  5. 10:00 am - 10:15 am

    Networking Break

  6. 10:15 am - 11:00 am

    How to Increase Stakeholder Engagement

    Healthcare questions and issues drive people to engage with each other on social media, where they seek community and consensus—and you need to make sure that your organization is part of that engagement. You’ll get a practical to-do list on how to inspire internal and external engagement with your organization.

    What you’ll learn:

    • How to build an ambassador program
    • How to use social channels to communicate the expertise of individuals within your organization
    • Which kinds of social posts are most likely to inspire engagement
  7. 11:00 am - 11:10 am

    Networking Break

  8. 11:10 am - 12:00 pm

    How to Use Social to Prevent (or Mitigate) a Crisis for Your Healthcare Brand or Nonprofit

    Social media can be a minefield for your brand, or it can be your best early-warning defense system—or both at the same time! Hear case studies from organizations that use social both to spot potential crises early and to manage to brushfires that may have already broken out.

    You’ll learn how to:

    • How to choose among the free and paid tools top healthcare communicators are using to monitor and listen to conversations on Facebook, Twitter and Instagram
    • Establish crisis drills for social media channels
    • Choose among the best free and paid crisis monitoring tools
    • Get in early with the right message if a crisis may be on the horizon
    • Stay within regulatory guidelines for communicating on social during a crisis
    • Respond when a crisis affects your industry or a competitor but not your own brand specifically
  9. 12:00 pm - 1:00 pm

    Birds of a Feather Networking Lunch

    This is not your ordinary lunch. Gather with your peers for a table topic that best suits your interest, and enjoy a delicious lunch. Birds of a Feather table topics include: building a social media A Team; getting senior leaders to engage on social media and share expertise; Facebook; Twitter; LinkedIn; live streaming; online newsrooms; and measurement.

  10. 1:00 pm - 1:30 pm

    Building Online Patient Communities With Live Streaming Events and Closed Groups on Social

    Learn from pioneers who are using closed groups on social and live-streamed events to build strong patient communities online. This is your opportunity to lead conversations that are already taking place online—whether you’re aware of them or not.

    You’ll learn how to:

    • Create community within your patient experience and make it a positive experience
    • Select the right topics and foster closed groups on Facebook and LinkedIn
    • Use closed groups to raise awareness and funds and drive support for your organization
    • Launch and publicize live streams for your patient or customer community
    • Get internal buy-in for your closed groups and live streams, and measure the results of these initiatives
  11. 1:30 pm - 2:15 pm

    How to Capture Attention on Facebook in 13 Milliseconds

    There’s a good chance your Facebook content—paid or organic—barely registers with your intended audience, considering that it takes only 13 milliseconds for us to process an image and decide to move on to the next or engage with it. You’ll learn which types of still images and videos on Facebook are most likely to grab the attention, with an emphasis on mobile delivery.

    You’ll learn how to:

    • Leverage how people respond to the emotional language of images
    • Build the discoverability of certain kinds visual content into your Facebook strategy
    • Be people-first throughout your Facebook video strategy and execution
    • Kate Hardin

      Kate Hardin

      Senior Vice President
      Ruder Finn
  12. 2:15 pm - 2:35 pm

    Networking Break

  13. 2:35 pm - 3:15 pm

    Personal Touch: Using Twitter to Advance Personal and Public Health

    Healthcare executives are now true believers (https://catalyst.nejm.org/survey-social-networks-patient-health/) in using social media to advance patient health and public health, but real-world success stories showing how Twitter can be used to engage in conversations about chronic diseases and healthy behavior are sometimes in short supply. This session provides the remedy!

    You’ll hear case studies in how Twitter has been used successfully to:

    • Make brands trusted voices about healthcare issues
    • Create an online community with a brand or nonprofit as its hub
    • Measurably boost brand reputation
    • Insert a brand or nonprofit into a national, trending story
    • Make a difference in the awareness of a public or personal health issue
  14. 3:15 pm - 4:00 pm

    Healthcare News Beat: How to Use Social to Get Earned Media Wins That Senior Leaders Love

    While journalists long ago shifted their working lives to social channels (Twitter and Facebook, in particular) healthcare communicators have been slower to make that transition, mostly because of regulatory issues and industry resistance. We’ll speed up the evolutionary process with this media relations-focused session.

    We’ll cover:

    • How to make your content discoverable for journalists on social media
    • Building online newsrooms and hiring journalists to tell your brand stories
    • Distributing content on social channels and driving reporters to your online newsroom
    • Capture the attention of journalists chasing that day’s trending political or cultural stories
    • Morry Smulevitz

      Morry Smulevitz

      Head, U.S. Public Affairs
      AbbVie
  15. 4:00 pm - 4:15 pm

    Baker’s Dozen: 13 Top Takeaways From the Healthcare Social Media Summit

    We’ll provide you with a healthy dose of great takeaways that you can put into effect your first day back in the office. You’ll also walk away with a PR News Social Media Certificate.

Exclusive Bonuses for All Attendees:

  • Guide to Social Media & the Law
  • Checklist: Questions You Must Ask a Social Media Monitoring Service Provider
  • Crisis Simulation Worksheet: Managing a Crisis From Facebook to Twitter
  • Access to Summit Attendee Group on LinkedIn to continue the sharing
  • Social Media Certificate

Venue

Baltimore Marriott Waterfront

700 Aliceanna Street
Baltimore, NY 21202
+1 410-385-3000

With thoughtful amenities and an impeccable downtown location, the Baltimore Marriott Waterfront is destined to become your new favorite hotel destination. You'll find us in the lively Harbor East district of the city, minutes away from Inner Harbor and Fells Point; the National Aquarium and M&T Bank Stadium are close by as well.

Hotel Room Block: PR News has a discounted room block rate for attendees for $229/night for the nights of October 18 through October 26. This rate expires September 29. Book your room today

Pricing

Individual Passes to The Healthcare Social Media Summit

  • Pre-Sale Rate

    $695
    Valid until
    July 13, 2018
  • Super Early Bird Rate

    $795
    Valid until
    August 03, 2018
  • Early Bird Rate

    $845
    Valid until
    August 24, 2018
  • On-Site Rate

    $1595
    Valid until
    October 22, 2018

Group Rates for The Healthcare Social Media Summit

  • Pre-Sale Rate

    $595
    Valid until
    July 13, 2018
  • Super Early Bird Rate

    $695
    Valid until
    August 03, 2018
  • Early Bird Rate

    $745
    Valid until
    August 24, 2018
  • On-Site Rate

    $1495
    Valid until
    October 22, 2018

Nonprofit/Government Discounts: Nonprofit and government organizations receive an additional $200 off current rates.

Group Rates Apply for Teams of Two or More: Join the many other companies who bring their teams to the Healthcare Social Media Summit so they can collectively learn, strategize and build a better mousetrap.

PR News Subscribers Save More: PR News subscribers save 15% on the Healthcare Social Media Summit and all PR News events.

Invest in your future: Attending the Healthcare Social Media Summit is the equivalent of 24 hours of time with a strategic consultant or spending a few weeks in a graduate-level business course. Plus, the people connections you’ll make are invaluable. Register now and commit to taking your career and your department to the next level.

Questions? Contact Client Services.

Testimonials

Sponsor

At the Healthcare Social Media Summit presented by PR News, sponsors will reach hundreds of healthcare communicators looking to improve their social media strategies. Join us as a thought leader at this dynamic industry event by becoming a sponsor today.

SPONSORSHIP BENEFITS INCLUDE:

  • Your logo on all marketing and event materials
  • 2 complimentary registration passes for your staff
  • Full-page ad in the attendee workbook
  • "5 Things You Didn't Know" list about your company included in the attendee workbook and event website
  • Booth to display your sponsorship materials in a high foot traffic area
  • Trackable VIP discount code to send to your clients and colleagues to attend the conference
  • Speaking opportunity for your executive
  • Opportunity to present research from your organization
  • Provision of the attendee list with full contact information
  • Face time during the event where you'll have the chance to raffle off an item
  • Networking opportunities with attendees
  • Shout-outs on social media and on stage at the event

Have other sponsorship needs? You can customize a sponsorship package. Hurry, only a limited number of sponsorships are available! For information about sponsorship packages, please contact Katie Sullivan at ksullivan@accessintel.com.

Why Sponsor the Measurement Conference?

  • Reach decision-makers and buyers who know the importance of having the right products and services for their social media efforts
  • Save on travel costs and meet with your current customers and potential new clients in one trip
  • Increase brand awareness to parties involved in social media, marketing, tech, PR and communications
  • Launch a new product or service to decision-makers in the social media community

Contact

Questions

For questions related to event registrations, please contact:

Client Services
clientservices@accessintel.com 
800-777-5006

Sponsorship

If you would like to sponsor this event, please contact:

Katie Sullivan
Sales Director
PR News
ksullivan@accessintel.com

Program

For information on programming and speakers, please contact:

Steve Goldstein
Editorial Director
PR News
sgoldstein@accessintel.com