Hosted by SocialMedia.org Health Member Nationwide Children’s Hospital
Agenda
Tuesday, June 10
3:00 - 5:00 PM
Optional
Nationwide Children’s Hospital Facilities Tour
If you’re in town early, join us for a one-of-a-kind, hands-on experience at Nationwide Children’s Hospital! We’ll tour the Simulation Center (located in the Nationwide Children’s Conference Center) and learn about how advances in simulation — including virtual reality — are helping make better doctors.
Over in the Joe and Linda Chlapaty Research Building at the Abigail Wexner Research Institute at Nationwide Children’s, we’ll connect with the Office of Trainee Affairs to learn about genetic material by performing our own experiments to extract DNA from strawberries. We’ll also learn how our safety experts keep researchers and their subjects safe (hint: it’s not just about gloves and goggles!).
Wednesday, June 11
9:45 AM
Registration, Networking, and Refreshments
10:30 AM
Welcome & Introduction
10:45 AM
Peer-Led Vendor* Clinic
Social Media Management Systems
*We are a vendor-free community, so these “vendor clinics” are a special opportunity to dig-in, ask tough questions, and get candid feedback — not a sales pitch.
Peer-led discussions where you can find workarounds and share successes (and frustrations) with the social media tool integral to your program’s success. If you aren’t a customer but are considering an investment in a particular vendor, you can get an honest assessment from other organizations who use the tool. In this clinic, we’ll focus on SMMS like:
- Sprinklr
- Khoros
- Sprout Social
- Hootsuite
11:15 AM
Break
11:20 AM
Peer-Led Vendor* Clinic
Employee Advocacy Tools
*We are a vendor-free community, so these “vendor clinics” are a special opportunity to dig-in, ask tough questions, and get candid feedback — not a sales pitch.
Peer-led discussions where you can find workarounds and share successes (and frustrations) with the social media tool integral to your program’s success. If you aren’t a customer but are considering an investment in a particular vendor, you can get an honest assessment from other organizations who use the tool. In this clinic, we’ll focus on employee advocacy platforms like:
- Sprout Social
- Sprinklr
- Hootsuite Amplify
11:50 AM
Themed Lunch Discussions
During lunch, the tables will be divided into functional areas so leaders can pick where they want to sit and connect with others who are interested in the same function:
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12:20 PM
Panel
Getting the green light for social media team growth
Join us for an informal panel discussion with experienced social media leaders who have successfully scaled their teams, including The Ohio State University Wexner Medical Center Director of Social Media and Engagement Kelly Savage, Nationwide Children’s Hospital Director of Social Media Diane Davis, and Stony Brook Medicine Director of Social Media and Engagement Carley Weinstein. We will explore how to secure buy-in from key stakeholders, demonstrate the significant return on investment of team growth, and how expanded teams can directly improve patient outcomes. Gain valuable insights from your peers as they share their strategies for building a high-performing social media team that drives impactful results.
1:00 PM
Break
1:10 PM
Case Study
Building and scaling a Spanish language social media strategy
Jennifer Woods, Banner Health
Is your social media strategy leaving Spanish-speaking audiences behind? Jennifer Woods, Director of Content & Social Media, will share how Banner Health broke language barriers to engage a more diverse audience. This session will dive deep into their journey, showcasing successful campaigns, tools and technologies leveraged, and internal partnerships that were key to their strategy. Whether you’re just starting or optimizing your own multi-language social media strategy, you’ll gain actionable insights into what worked, what didn’t, and how measurable results were achieved.
1:40 PM
Break
1:55 PM
Case Study
Elevating recruitment marketing through paid strategy and UGC
Kevin Vicker, Children’s Hospital Colorado
If your social media recruitment efforts could use a refresh, hear how Children’s Hospital Colorado Social Media & Online Reputation Manager Kevin Vicker improved their recruitment marketing results by strategically combining paid social advertising with the power of user-generated content. In this case study presentation, you’ll learn how a creative approach to Meta Ads targeting allowed Children’s Colorado to reach specific nursing demographics with higher-funnel awareness campaigns. You’ll also gain insights for your own recruitment marketing program by hearing how a compelling UGC story from a new graduate nurse resident resonated with prospective candidates and even outperformed branded campaign content.
2:25 PM
Break
2:40 PM
Case Study
Building a scalable, compliant employee advocacy program
Missy Gleason, OhioHealth
How can hospital social media leaders bridge the gap between the incredible stories healthcare organizations can tell (that might not make it to social) and the valuable content that MarComm teams are already creating (that might not be shared strategically)? The answer is an employee advocacy (EA) program. Missy Gleason, OhioHealth’s Manager of Brand Journalism & Social Media, will present their approach for repurposing existing MarComm content for EA, balancing authentic storytelling with HIPAA compliance and patient privacy, and how to make it easy for clinicians, support staff, leaders, and even MarComm teammates to participate.
3:10 PM
Networking Break
3:40 PM
Case Study
The critical role of social media in service recovery
Rosaria Mineo, Cooper University Health Care
Social media isn’t just a platform for sharing; it’s a real-time barometer of patient experience. Frustration, anxiety, and even fear often surface online before they reach formal channels. Rosaria Mineo, Director of Social Media and Public Relations at Cooper University Health Care, will share how to turn potential crises situations into opportunities. Learn how to proactively spot negative sentiment, engage in meaningful service recovery, and bring patients and your team together for constructive solutions.
4:10 PM
Break
4:25 PM
Case Study
From good to great: Strategies for developing and growing your team
Carley Cori, Stony Brook Medicine
Advocating for your team creates a culture of support, trust, and inspiration for your people, but it’s often easier said than done. Join Carley Cori, Director of Social Media and Creative Services with Stony Brook Medicine, who will explore a four-step process for growing and developing a successful team. In this presentation, she’ll discuss how hiring strong, capable individuals lays the foundation for success, while continuous investment in their development ensures long-term growth and retention. Additionally, we’ll hear where these strategies can go wrong and how to learn from mistakes made along the way. This case study will equip and empower you with a well-rounded approach to building a social media team that not only delivers but thrives.
4:55 PM
Adjourn
5:00 PM
Drinks Reception and Member Dinner
Following our day of conversations and case studies, we’ll all go out for a fantastic dinner together. It’s a perfect opportunity to connect with your fellow members before another big day of brainstorming, discussion, and collaboration.
Thursday, June 12
8:00 AM
Themed 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).
The tables will be divided into functional areas so leaders can pick where they want to sit and connect with others who are interested in the same function:
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8:50 AM
Opening Remarks
9:00 AM
Fireside Chat with Dr. Michael Patrick on the Use of AI
Dr. Michael Patrick, Nationwide Children’s Hospital
Dr. Patrick will discuss the uses of AI in his work, sharing the pros and cons and what healthcare social media leaders need to know about the use of AI to reduce and mitigate risks associated with it. He currently serves as the Associate Professor of Clinical Pediatrics and Medical Director of Digital Health for Nationwide Children’s Hospital, and Director of Digital Education for The Center for Faculty Advancement, Mentoring, and Engagement at The Ohio State University College of Medicine.
9:30 AM
Break
9:45 AM
Workshop
Building your social media engine
Dannielle Thompson, Dartmouth Health
What can hospitals do to build a robust social media infrastructure for the future? Danielle Thompson, Social Media Manager at Dartmouth Health, will lead this peer-to-peer discussion on assessing your program’s strengths, upskilling a distributed team, and maximizing efficiency. Hear how other social media leaders are refining their collaborative processes, coordinating strategy, and enhancing their team’s skills for a more streamlined social media management effort. This workshop will equip you with practical examples and candid insights into how to continuously improve your social media engine.
10:15 AM
Break
10:30 AM
Workshop
Amplifying your brand in an ever-changing social media landscape
Lauren Carter, North Memorial Health
As the digital landscape continues to change at a rapid pace, social media still remains one of the most important tools in establishing and maintaining your brand. Join this conversation led by Lauren Carter, Marketing Manager at North Memorial Health, to uncover ways to unleash your brand position while staying grounded in your health system’s mission and values. Additionally, we will discuss ways to keep your brand fresh and authentic through scaling your content, leveraging data to create content your followers want to see, and finding ways to encourage your followers to participate in the conversation.
11:00 AM
Break
11:15 AM
Workshop
Emerging social media platforms: What’s the next disruptor?
Cameron Knowles, Duke University Health System
With technology and social media in a state of perpetual evolution, how can you capitalize on the “Next Big Thing?” What evaluation criteria can you use to determine if a new platform or functionality is the right fit for your hospital? Join this collaborative session, led by Duke University Health System Social Media Manager Cameron Knowles to discuss which emerging platforms are poised to revolutionize social media. Together we’ll talk about up-and-coming platforms and how we’re determining their potential in the healthcare space.
11:45 AM
Themed Lunch Discussions
During lunch, the tables will be divided into functional areas so leaders can pick where they want to sit and connect with others who are interested in the same function:
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12:45 PM
Break
12:55 PM
Peer Advisory Roundtables
EXAMPLE TOPICS
- Budget constraints: Stretching your social media dollars
- Which AI tools are helping improve team efficiency
- Optimizing regional collaboration and strategies
- Agency support and oversight models for improving performance
1:30 PM
Peer Advisory Roundtables
EXAMPLE TOPICS
- Maintaining a DEI-informed social media strategy
- X: What role does it play in your social media strategy now?
- Refining your talent marketing strategy on social media
- TikTok: Strategies for leveling up
2:00 PM
Break
2:15 PM
Peer Advisory Roundtables
EXAMPLE TOPICS
- Optimizing patient care tactics on social media
- Enhancing employee social media guidelines and policies
- Leveraging the value of executive’s social media presence
- Organic social media: Finding ways to innovate
2:45 PM
Break
2:55 PM
Panel
Mental health considerations for social media leaders
Join us as we wrap up our event with an informal panel discussion exploring whether the current expectations of social media leaders are sustainable. Whether it’s protecting brand reputation, overseeing community management, compiling data analytics, building crisis response plans, etc. — the pressure is never-ending. Where is the reprieve? Join Franciscan Health Social Media Manager Robbie Schneider, Vanderbilt University Medical Center Lead Communication Specialist Bailey Cargill, and Mercy Senior Social Media Specialist Jonathan King to talk candidly about how you’re addressing mental health — for yourself and for your team.
3:30 PM
Adjourn
Please note: This agenda is subject to change based on speaker availability and scheduling.
