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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.

Fireside Chat: Who Gets a Chance to be Healthy? Closing Chicago’s 20-Year Life Expectancy Gap

John Rich, MD, Director of the RUSH BMO Institute for Health Equity
Anne Burgeson, Senior Director of Strategic External Communications, Rush

In Chicago, life expectancy can vary by 20 years depending on your neighborhood. In West Garfield Park, residents live to 67 on average — compared to 87 in the Loop.

Join John Rich, MD, Director of the RUSH BMO Institute for Health Equity, in conversation with Anne Burgeson, Senior Director of Strategic External Communications at Rush, to explore how Rush is working to close this gap.
They’ll discuss the institution’s efforts to strengthen the health and economic vitality of Chicago’s West Side — and what it takes to turn a commitment to health equity into measurable action.

Case Study

Breaking Silos: The Collaborative Path to Service Line Growth

Monique Costa and Jaclyn Stevens, Mass General Brigham

Service line growth marketing campaigns remain a priority for many health systems, and social media is an important piece of the puzzle. From content planning to paid social support, Mass General Brigham has set a foundational approach to how social is integrated into growth marketing campaigns. Join Monique Costa, Senior Social Media Manager, and Jaclyn Stevens, Senior Marketing Manager at Mass General Brigham, as they share how they’re coordinating and collaborating with their marketing and communications teams through the planning, ideation, and execution phases of these campaigns.

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

From Content to Connection: Providence’s Blueprint for Healthcare Storytelling

Paul Hawkins, Providence

From 2023 to 2025, Providence traded a one-size-fits-all educational model for a dynamic, channel-specific storytelling ecosystem. Join Paul Hawkins, National Communications Director at Providence, to see how Providence leveraged authentic narratives, subject-matter experts, and caregiver voices to reconnect with audiences. Discover how deep regional collaboration and a unified strategy moved consumers seamlessly from awareness to choice, driving record-breaking organic growth.

Panel

Governing AI in Hospital Social Teams: Innovation Without Risk

AI tools are already embedded in daily workflows—drafting captions, generating visuals, summarizing sentiment, and accelerating reporting. But in healthcare, the stakes are higher. Compliance, HIPAA, clinical accuracy, accessibility, and brand trust all demand thoughtful oversight. What does responsible AI governance actually look like for hospital social teams? Join peers to discuss policy development, approval workflows, training standards, and cross-functional alignment with legal, compliance, IT, and clinical leadership—so teams can move forward with clarity, not hesitation.