September 11-12, 2024ㅤ•ㅤChicago, IL
Board Meeting Agenda
To see what types of sessions you can expect at this meeting, download last meeting’s agenda here.
Wednesday, September 11
10:00 AM
Pre-Conference Networking, Coffee, & Breakfast
Join us for a welcome event with coffee and continental breakfast to make your first connections and socialize ahead of our official meeting start.
This bonus experience will be hosted by Sprout Social, a social media management platform that unlocks the full potential of social to transform your marketing and business strategies. In addition to all the members you’ll meet, Sprout Social will have a couple folks there to answer any questions you may have about their offerings, too.
11:30 AM
General Registration
12:00 PM
Lunch Discussions
Grab a seat at the table! This sit-down lunch is the perfect 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: Boosting physician reputation in the digital age
Haley Overcast, Le Bonheur Children’s Hospital
Boosting physician reputation is hard and doesn’t happen overnight. Through a strategic social media approach over the last few years, Le Bonheur Children’s Hospital supercharged physician reputation, including moving the needle on U.S. News scores.
Join Haley Overcast, Marketing and Communications Manager at Le Bonheur Children’s Hospital, as she shares how they empowered physicians to confidently engage online, fostered collaboration on content across platforms like LinkedIn and Doximity, and developed a winning social media strategy for conferences.
The results are undeniable: physicians are now vocal champions of the value of social media, LinkedIn engagement has skyrocketed, and Doximity paid content consistently outperforms benchmarks.
1:30 PM
Break
1:45 PM
Show & Tell: Make the investment in LinkedIn
Shari Williams, Northwestern Medicine
Since the COVID-19 pandemic, LinkedIn has become a melting pot of professional and personal posts, but what does that look like for health systems today? Is it worth expanding content on this platform, and if so, what resonates best with users out there? Hear from Shari Williams, Senior Marketing Specialist (Social Media) at Northwestern Medicine, on how her team revamped their LinkedIn strategy, developed a streamlined content development process, paid campaigns with key learnings along the way, and supported their communications department promoting executive profiles. These efforts resulted in some of the highest engagement they’ve seen across all platforms while amassing their largest follower count to date.
2:15 PM
Break
2:30 PM
Show & Tell: How brand and paid boost engagement for lean teams
Machan Carter, MedStar Health
We often hear that Facebook has become a pay-to-play environment, but how do you drive growth when your hospital’s budget is small and its marketing team is shrinking?
MedStar Health’s Senior Social Media Specialist, Machan Carter, will share the story of how their team used paid and organic social media to help boost the overall engagement and engagement rate of one of their hospitals. Hear how they collaborated with colleagues at the hospital and corporate levels to improve our boosted post strategy and increase that hospital’s Facebook engagement rate from 1.13% in FY22 to 5.73% in FY23. If you want to learn how to maximize performance when resources are scarce, this session is for you!
3:00 PM
Snack Break
3:30 PM
Show & Tell: Bringing teams together and building one social team through mergers and acquisitions
Sarah Scroggins, Advocate Health
Mergers and acquisitions often bring the stress and anxiety of change (new corporate structures, branding, messaging, and more) – but what if your social media team saw it as an opportunity to bring teams together? Join Sarah Scroggins, Director, Social Media at Advocate Health, as she shares her experience going through two hospital mergers and the benefits of coming together to build an enterprise social media team. The talk will also cover how Advocate Health is building out their social strategy and working collaboratively across six states.
4:00 PM
Break
4:15 PM
Show & Tell: Leveraging paid for nursing talent attraction
Taylor Tipping, St. Jude Children’s Research Hospital
How can social media support the ongoing search for quality nursing talent? At St. Jude Children’s Research Hospital, the social team launched a paid nursing campaign to raise awareness about nursing opportunities and promote a positive image of St. Jude among potential nursing recruits.
Join Taylor Tipping, Social Media Manager at St. Jude Children’s to learn how the 12-month omni-channel marketing campaign supported HR efforts and attracted high-quality applicants for nurse resident and experienced nurse positions by showcasing the unique benefits of working at St. Jude.
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, September 12
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: Making the case to expand your social team
Diane Davis, Nationwide Children’s Hospital
Social media leaders often must prove the need for more resources, especially an adequately staffed team. Making the case to hospital leadership isn’t always an easy conversation.
Join Nationwide Children’s Hospital’s Diane Davis, Director of Social Media, who will lead this discussion on how hospital social media leaders can effectively demonstrate the need to expand their team. This includes showing how the social team can align their strategy with hospital business goals and proving a growing team allows you to meet strategic priorities and goals associated with brand reputation, recruitment, and clinical care.
9:35 AM
Break
9:45 AM
Member-Led Discussion: Election preparation through a PR lens
Kim Alexander, Baptist Memorial Health Care
As the election approaches, healthcare social media leaders face unique challenges and opportunities in navigating the complex landscape of public opinion, misinformation, and heightened political discourse.
Join Kim Alexander, Director of Public Relations and Internal Communications at Baptist Memorial Health Care, to discuss tools and strategies to effectively manage your hospital’s online presence and engage with their audiences during this critical period.
10:15 AM
Snack Break
10:35 AM
Member-Led Discussion: Perfecting enterprise-wide patient engagement
Robbie Schneider, Franciscan Health
How can healthcare organizations utilize social media to engage with patients, improve health outcomes, and build a stronger community presence? Come ready to discuss innovative strategies and best practices for enterprise-wide patient engagement with Robbie Schneider, Social Media Manager at Franciscan Health.
This peer-to-peer discussion will explore how to harness the power of social media to foster meaningful connections with patients, enhance patient education, and promote organizational goals.
11:05 AM
Break
11:20 AM
Member-Led Discussion: Social media and recruitment marketing: A powerful partnership
Jamie McGurk, UNC Health
Are your social media goals aligned with your hospital’s recruitment and talent acquisition objectives? If not, how will you get there? Jamie McGurk, Content & Social Media Manager at UNC Health will lead us as we discuss strategies for building a successful partnership with your recruitment team to attract, engage, and hire top talent.
Discover how to leverage social media to enhance hospital branding, create compelling content, and optimize recruitment efforts alongside your peers.
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
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
2:00 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
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
3:20 PM
Adjourn
Please note: This agenda is subject to change based on speaker availability and scheduling.
