Hosted by SocialMedia.org Health Member Rush
Agenda
Tuesday, May 12
4:00 PM
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.
Wednesday, May 13
9:45 AM
Registration, Networking, and Refreshments
10:30 AM
Welcome & Introduction
10:45 AM
Peer-Led Platform Clinic
Social Media Platforms – Round 1
Open, peer-led platform clinics where you can find workarounds and share successes (and frustrations) with a social media platform integral to your program’s success. If you’re considering investing more in a particular platform (or even pulling back your spending), you can get an honest assessment from other members who use the platform.
We are a vendor-free community, so these “platform clinics” are a special opportunity to dig-in, ask tough questions, and get candid feedback — not a sales pitch.
- TikTok
- X, Threads
- YouTube
- Emerging platforms / Open
11:15 AM
Break
11:20 AM
Peer-Led Platform Clinic
Social Media Platforms – Round 2
Open, peer-led platform clinics where you can find workarounds and share successes (and frustrations) with a social media platform integral to your program’s success. If you’re considering investing more in a particular platform (or even pulling back your spending), you can get an honest assessment from other members who use the platform.
We are a vendor-free community, so these “platform clinics” are a special opportunity to dig-in, ask tough questions, and get candid feedback — not a sales pitch.
- TikTok
- X, Threads
- YouTube
- Emerging platforms / Open
11:50 AM
Themed Lunch Discussions
During lunch, the tables will be divided into hospital types so leaders can pick where they want to sit and connect with others who are supporting similar organizations:
- Academic Medical Centers / University-based hospitals
- Pediatric / Children’s hospitals
- Multi-hospital systems
12:20 PM
Founder Panel
The Evolution of Healthcare Social Media
Join several founding members of SocialMedia.org Health as they reflect on ten years of growth, change, and innovation in hospital social media. Since this community’s inception, the role of social media in healthcare marketing and communications has transformed dramatically. In this conversation, we’ll explore how strategies have evolved, how community management has become central to engagement, and how hospital social teams are continuing to demonstrate real ROI. Discover what’s next for healthcare social media — and how today’s leaders are shaping its future.
1:00 PM
Break
1:10 PM
Case Study
Defining Meaningful ROI in Healthcare Social Media
In this presentation, learn how one health system turned metrics into mission-driven storytelling. Every social media team faces the same challenge: proving value beyond vanity metrics. In this case study, learn how a leading health system redefined ROI by connecting social media outcomes to real patient and community impact. From integrating sentiment analysis into service line strategy to proving the revenue impact of engagement, this session explores how healthcare communicators can turn analytics into actionable insights — and secure executive buy-in for future investment.
1:40 PM
Break
1:55 PM
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.
2:25 PM
Break
2:40 PM
WorkshopTurning Metrics into Meaning — Building Your Own ROI FrameworkYou heard how one system connected social media metrics to mission-driven outcomes — now it’s your turn. In this hands-on session, we’ll work together to identify what “meaningful ROI” looks like for your organization. Using guided exercises and peer examples, you’ll map your social media goals to business and clinical priorities, define the right metrics to track impact, and learn how to translate data into stories your executives will care about. Walk away with a draft framework you can take back to your hospital — ready to tailor, test, and present. |
WorkshopFrom Insights to Action — Embedding Social Data Across the Health SystemCollecting data is one thing; activating it is another. This workshop dives deeper into how social listening, sentiment, and engagement analytics can inform broader organizational strategy. We’ll discuss how to share insights that resonate with clinical leaders, service line managers, and community relations teams — and explore real-world examples of how hospitals are using social intelligence to improve patient experience, reputation management, and community outreach. Expect an open, collaborative conversation with peers on making social data indispensable across your system. |
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3:25 PM
Networking Break
3:55 PM
WorkshopBuilding Your Misinformation Response PlaybookYou’ve seen how one health system managed misinformation in real time — now it’s time to build your own plan. In this interactive workshop, we’ll walk through how to develop a rapid-response playbook tailored to your organization’s structure and risk profile. Together, we’ll outline clear protocols for monitoring, escalation, and message approval, and explore how to align communications, clinical, and legal teams during fast-moving events. Participants will leave with a customizable draft framework to help their teams act quickly, confidently, and consistently when misinformation strikes. |
WorkshopSocial Listening and Scenario Practice — Strengthening Your Misinformation DefenseThe best defense is preparation. This session puts your learning into practice with guided scenario work based on real-world misinformation trends. Using sample posts and mock crisis simulations, we’ll explore how to identify early warning signs, evaluate credibility, and choose response strategies that minimize amplification. We’ll also share tools and techniques for proactive social listening — from monitoring emerging narratives to partnering with platform teams before issues escalate. Expect an engaging, hands-on workshop that helps you turn theory into muscle memory for your next high-pressure moment. |
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4:40 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, May 14
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 Rush
Coming soon!
9:30 AM
Break
9:45 AM
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.
10:15 AM
Break
10:30 AM
Case Study
Zero-Click Social Strategy: Engaging Your Audience On-Platform
In this confidential case study, hear why your next best conversion might never leave the feed. With declining referral traffic and algorithm shifts across platforms, healthcare marketers can no longer rely on link clicks to measure success. This case study showcases how a major hospital network embraced a zero-click content strategy — prioritizing on-platform engagement, community education, and trust-building. You’ll see how the team reimagined patient stories, physician spotlights, and public health messaging to thrive within native environments like LinkedIn, Meta, and Threads.
11:00 AM
Break
11:15 AM
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.
11:45 AM
Networking Lunch
Meet up with a buddy or make a new friend during this open networking lunch hour.
12:45 PM
Break
12:55 PM
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.
1:45 PM
Break
2:00 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
2:30 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
3:00 PM
Break
3:10 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
3:40 PM
Adjourn
Please note: This agenda is subject to change based on speaker availability and scheduling.
