Optional

Rush Hospital Facilities Tour

If you’re in town early, join us for a guided tour of Rush’s hospital facilities, including the iconic Rush Tower, the new Cancer Center, and a swing by the beloved Keith Haring murals. Following the tour, we’ll all go out for a casual happy hour together.

Case Study

Amplifying Leadership: Building a CEO Social Media Strategy that Drives Impact

Sherry Keifenheim, Children’s Wisconsin

CEOs can be powerful brand ambassadors on social media — but only if their social presence feels genuine, strategic, and worth the investment of time. Join Sherry Keifenheim, Social Media Consultant at Children’s Wisconsin, who will break down how they built their CEO social media strategy on LinkedIn; including defining goals, crafting content pillars, collaborating with leadership, and creating a repeatable process that keeps their President and CEO’s authentic voice front and center without burning out their team.

Case Study

The “One Shoot” Content Strategy

Katie Hunter and Steve Mizek, Rush University Medical Center

How can you turn one physician video shoot into months of social content? Join Katie Hunter, Senior Content Strategist, and Steve Mizek, Social Media Strategist at Rush University Medical Center, as they share how the team is getting far more mileage out of physician bio video shoots. We’ll hear how adding a short set of expertise-driven questions into existing “Find a Doctor” videos Rush can capture authentic, physician-led moments designed for short-form social—without extra shoots or added burden on clinicians. This case study breaks down how one simple shift turned a single shoot into a repeatable content engine healthcare teams can actually sustain.

Case Study

Managing Misinformation in Real Time

When a politically charged incident intersects with healthcare narratives, misinformation can spread faster than facts. This case study dissects how healthcare social media teams can monitor, respond to, and mitigate misinformation during volatile moments—without amplifying falsehoods. Drawing on lessons from 2025 public discourse, we’ll explore strategies for real-time content review, partnerships with platform integrity teams, and building an internal response protocol that prioritizes accuracy and patient safety. Attendees will leave with a tactical framework for managing misinformation before it spirals into crisis.

Case Study

Humanizing Your Hospital Brand: Building Trust in a Post-Crisis Era

Public trust in healthcare organizations can shift in an instant—especially when headlines, politics, or misinformation enter the conversation. In this case study, explore how one hospital system rebuilt and strengthened its reputation through storytelling, transparency, and community-driven engagement. See how leaders applied social listening to identify sentiment, empowered physicians as digital advocates, and developed a content strategy that prioritized empathy and patient experience. Attendees will walk away with real examples of how to humanize their brand while navigating complex public emotions online.

Case Study

Maintaining Reach: Pivoting from Live Streams to Shortform Content

Nate Goold, The University of Kansas Health System

After building a massive audience during the COVID-19 pandemic via interactive live streams on Facebook, The University of Kansas Health System experienced (and learned from) a couple of big setbacks: Facebook stopped alerting audiences when the hospital went live and then began removing live streams from its platform after 30 days. Longform content was no longer performing well. In November of last year, the social media and media teams partnered to hammer out a new approach: pivoting to shortform content. Join Social Media Manager Nate Goold as he walks us through lessons learned and how this platform shift reshaped their strategy.

Case Study

The Future of DEI and Research: Responding to Executive Orders with Integrity and Clarity

As healthcare institutions navigate shifting policies around diversity, equity, and inclusion, social media teams sit at the front lines of communication. This case study examines how one academic medical center crafted a proactive, compliant, and compassionate social strategy amid evolving federal and state DEI mandates. Learn how they partnered with legal, HR, and communications teams to ensure alignment, maintain trust with staff and patients, and foster internal and external dialogue without risking reputational harm. This is a blueprint for maintaining both policy adherence and authentic connection in a polarized environment.

Panel

Leading with Credibility: The New Era of Healthcare Thought Leadership and Influencer Strategy

Influencers aren’t just for consumer brands anymore—healthcare is entering its own era of trusted digital voices. From physicians sharing frontline insights to patient advocates driving awareness, the landscape of healthcare influence is evolving fast. In this panel discussion, we’ll explore how hospitals and health systems are redefining thought leadership on social media by partnering with credible voices, empowering internal experts, and establishing governance that keeps integrity front and center. Learn how forward-thinking organizations are balancing authenticity, compliance, and measurable impact—turning expertise into engagement and influence into trust.