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SocialMedia.org Health Board Meeting

May 22-23, 2024ㅤ•ㅤDallas, TX

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Leaders from 35 major hospitals are here

Advocate Health, Atlantic Health System, Avera Health, Baptist Health, BayCare Health System, Boston Medical Center, Carilion Clinic, Children’s Health, Children’s Hospital Colorado, Children’s National Hospital, City of Hope, Dartmouth Health, Duke University Health System, Henry Ford Health, Hospital for Special Surgery, Johns Hopkins Medicine, Lehigh Valley Health Network, Memorial Hermann Health System, Mercy, Nemours Children’s Health, Northwestern Medicine, Penn State Health, RUSH, Scottish Rite for Children, Sentara Health, St. Jude Children’s Research Hospital, Texas Health, UC Davis Health, UC San Diego Health, UCLA Health, The University of Kansas Health System, OU Health, UT Southwestern Medical Center, UVA Health, and Vanderbilt University Medical Center.

Wednesday Schedule (5/22)

11:30 AM

Registration opens

12:00 PM

Lunch Discussions

Get here on time and grab a seat at the table. This sit-down lunch is your first opportunity to meet all of the great social media leaders you’ll get to know at the Board Meeting.

12:40 PM

Break

12:50 PM

Welcome & Introduction

1:00 PM

Show & Tell: Post, rank, win: How to build a successful social media and SEO strategy


Amy Peiffer, Penn State Health

Following an org change that shifted the social team from comms to digital marketing, Penn State Health worked with SEO specialists to take their brand ranking to the next level.

Join Amy Peiffer, Social Media Lead at Penn State Health, as she describes how her team used SEO-informed data to drive content creation that truly resonates with audiences and ties back to organizational messaging goals. By implementing SEO best practices and principles into their social media strategy, Penn State Health has continually improved in both organizational and service line keyword rankings.

As consumers shift to using social media to replace search engine functions, it’s key for hospitals to understand how SEO and social media strategies complement one another to increase visibility.

1:30 PM

Break

1:45 PM

Show & Tell: Web-based trainings to empower healthcare employees on social media


Alyssa Porambo, Nemours Children’s Health

How can hospital social media leaders educate employees at scale on the power (and responsibility) of leveraging social media?

Alyssa Porambo, Social Media Manager at Nemours Children’s Health, embarked on a mission to empower 15,000+ associates and contractors to amplify the Nemours brand. We’ll learn how Alyssa partnered with the Nemours Children’s in-house Learning Solutions group to develop and roll out two web-based trainings: “Elevating Nemours Through Social Media” and “Submission Guidelines for Social Media.”

We’ll get a behind-the-scenes look at the content of the trainings, results and reviews to date, plus instructions for how to do the same at your hospital.

2:15 PM

Break

2:30 PM

Show & Tell: Vibe Check: Rebranding a legacy health system on social media


Krista Boyer, Henry Ford Health

Healthcare glow-ups are everywhere — new names, logos, and brand identities — but what special considerations should be made for brands with 100+-year history?

Join Krista Boyer, Marketing Manager, Content Strategy & Social Media at Henry Ford Health, for an in-depth view of how she faced the challenge of rebranding their legacy healthcare system (refreshed name, new logo, and “I am Henry” brand marketing) — all over the course of one week.

We’ll learn how her team got a seat at the table to advocate for launching a rebrand to the public, how they built the content plan and success parameters for analytics, and even how Meta tried (but did not succeed) in throwing a wrench into the entire campaign.

3:00 PM

Snack Break

3:30 PM

Show & Tell: Social media audits for improved healthcare strategy and governance


Kelly Kennedy, Sentara Health

After recognizing the absence of a coherent organic social media strategy, Kelly Kennedy, Manager of Digital Communications at Sentara Health, initiated an audit that uncovered a concerning amount of governance issues.

In the face of many challenges, Kelly developed a robust framework for healthcare social media governance within her organization. She will share her journey, including the highs, lows, and lessons learned.

We’ll learn firsthand how to conduct a comprehensive audit within our hospitals’ digital ecosystems and build new governance frameworks that lay the foundation for effective and organic social media strategies in healthcare.

4:00 PM

Break

4:15 PM

Show & Tell: Combining tools, workflows, and analytics to increase social media ROI


Amber Graham and Andy Pape, Memorial Hermann Health System

Ever felt the frustration of disjointed omnichannel marketing efforts? Join us to hear how Memorial Hermann Health System’s Digital Marketing team leveraged data-driven insights to propel them towards a cohesive strategy—optimizing workflows and driving unprecedented campaign effectiveness. Amber Graham, VP, Digital Marketing and Andy Pape, Director, Content & Social Strategy, will share the approach that transformed how their marketing teams align around a common goal: delivering outstanding consumer-facing campaigns that lead to higher conversion rates and more patients.

4:45 PM

Adjourn

5:00 PM

Member Dinner

Following our afternoon of conversations and Show & Tell Talks, we’ll all go out for a fantastic dinner together. It’s a perfect opportunity to connect with your fellow members before a big day of brainstorming, discussion, and collaboration.

Thursday Schedule (5/23)

8:00 AM

Breakfast Discussions

The conversations over coffee and eggs at this event are often more lively than any other conference’s happy hour. You’ll want to be here bright and early (and on time).

8:50 AM

Break

9:00 AM

Welcome Back

9:05 AM

Member-Led Discussion: Real-time crisis communications strategies


Jill Chadwick, The University of Kansas Health System

It’s happened! That thing you’ve been dreading would hit social media and take off like a wildfire. Were you ready?

Join this discussion with Jill Chadwick, Director of Media Relations and Medical News Network at The University of Kansas Health System, to wade through all the questions we need to be asking ourselves: Did your plan control the narrative work? Was there anything you could have done to prevent the firestorm of social and mainstream media? How can hospital social media leaders prepare for the future of crisis communication in a world of AI? How do we help the public trust our message?

We’ll have a thoughtful conversation and share how our organizations are responding to crisis communications in the moment.

9:35 AM

Break

9:45 AM

Member-Led Discussion: Leveling up the patient experience


Kayla Coffey, OU Health

Still trying to hone the ultimate patient experience? How can social media enhance the patient journey, foster community support, and bolster trust in your hospital?

Join this discussion with Kayla Coffey, Digital Media Strategy Manager at OU Health, to tackle the unique challenges and opportunities hospital social media teams face, including HIPAA-compliant patient engagement, reputation management, and endless misinformation.

This confidential discussion will allow for real-time, transparent benchmarking and solution-sharing as you work to perfect the patient experience.

10:15 AM

Snack Break

10:35 AM

Member-Led Discussion: Capturing great patient stories for engagement and growth


Hayley Hair, Scottish Rite for Children

How can hospital social media leaders successfully encourage creation of the patient-led content our organizations need? With many patients already posting about their care journey, how can we collaborate and incorporate those stories? Join Hayley Hair, Senior Editorial Manager at Scottish Rite for Children, for an open discussion on the best ways to get photos, video footage, and other great content directly from your patients in order to create a continual flow of patient stories to pull from that help your brand and highlight your organization’s expertise.

11:05 AM

Break

11:20 AM

Member-Led Discussion: Empowering your social team through social media listening and intelligence


Makenzie Bowker, City of Hope

Keeping your finger on the pulse of social media can be the key to understanding patient needs, industry trends, and public sentiment. Despite its potential, social listening remains an underutilized tool in the arsenal of many healthcare marketing and communications teams. Join Makenzie Bowker, Senior Manager of Social Media at City of Hope, for a dynamic discussion where we explore the untapped potential of social listening in the health system space. Our conversation will dig into various facets, including strategies to upskill team members to effectively harness social listening and intelligence. We’ll share practical examples of listening queries and techniques to enhance your social listening capabilities.

11:50 AM

Lunch Discussions

12:50 PM

Break

1:00 PM

Unconference Round 1

EXAMPLE TOPICS

  • TikTok: Strategies for leveling up
  • Navigating political challenges as a hospital social media team during an election year
  • Developing your social media response playbook
  • Influencer strategy
  • Vetting AI tools for hospital social media
  • Social media for recruitment marketing and internal culture building

1:30 PM

Break

1:40 PM

Unconference Round 2

EXAMPLE TOPICS

  • Supporting mental health initiatives
  • Paid social strategy: Where are you allocating spend?
  • Lean teams: Doing more with fewer resources
  • Supporting executives and physicians on social media
  • Patient storytelling on social media
  • Social media governance for employees

2:10 PM

Snack Break

2:20 PM

Unconference Round 3

EXAMPLE TOPICS

  • Securing your social media accounts
  • Budget constraints: Stretching your social media dollars
  • Organic social media strategy
  • Hospital reputation: Dealing with negativity
  • Social media listening 2.0
  • Evaluating emerging platforms and capabilities

2:50 PM

Break

3:00 PM

Unconference Round 4

EXAMPLE TOPICS

  • Upgrading your performance reporting and dashboards
  • Social governance: Combating social media sprawl
  • The influencer economy: Managing your brand’s approach
  • Demonstrating the value of social media to leadership
  • Crafting a winning social commerce strategy
  • Up-leveling social care operations and automation
  • Lean teams: Doing more with fewer resources

3:30 PM

Adjourn

Please note: This agenda is subject to change based on speaker availability and scheduling.

Wifi

Network

Board.org

Password

dallas2024

Member Dinner

Location

Haywire
1920 McKinney Ave Ste 100, Dallas, TX 75201

Directions

At 5 PM, meet your fellow members in the lobby and hop on the SocialMedia.org Health shuttle bus to the restaurant.