This seminar is being offered at a reduced registration fee to MHA-member hospitals because of a contribution from MHA Management Services Corporation. This seminar also is eligible for use of the MHA Health Institute coupon. Coupons were mailed to MHA-member hospital CEOs in mid-December.
staff responsible for marketing, public relations, advertising, strategic planning, physician relations, media relations and guest relations
12:30 to 1 p.m. — Pre-Conference Registration — Osage/Gravois Room
1 to 1:30 p.m. — Networking
1:30 to 2:45 p.m. — How (and Why) to Bridge Hearts and Minds
Vice President of Talent & Content
Learn how emotion influences decision making, and how you can use emotion to build consumer trust, humanize physician bios and boost social media connections. Bring
a pen, because we’ll practice taking an announcement from ho-hum to heartfelt.
- develop more emotional communications to build consumer relationships and humanize physicians and the organization overall
- find ways to move straightforward pieces from fact dumps to compelling communications
- create engaging social media content that is emotional and is tied to what’s on consumers’ minds
2:45 to 3 p.m. — Break — Sponsored by Baldwin Publishing, Inc.
Need content? Baldwin Publishing creates easy-to-customize content for hospital marketers. Baldwin’s content packages are scalable, so you can order as much —
or as little content — as you need each month. Our most popular products include: Health eCooking® video recipes for cardiac, diabetes, bariatric and healthy kids diets; fitness & nutrition videos and quizzes; Her Health® women’s content for cardiac, orthopedic, and cancer services; and hospital branded cookbooks & calendars. Also, available is our social media content planner which is loaded with a three-month supply of wellness articles for your blog; including big photos for Facebook and short videos for Instagram.
3 to 4:15 p.m. — Tell Compelling Stories
Why do stories matter? We’ll delve into that plus talk about how you can use
classic literary techniques to draw people into your stories. Learn four
letters that will help you find the right approach for each story you
tell. Come ready to work out those creative muscles in several hands-on
- choose a classic
literary lens that best suits your story
- connect with senses
and underlying emotion to set the scene and boost reader retention
- learn why plain
language matters in storytelling — and all of your communications
4:15 p.m. — Adjournment
Thursday, June 22
8:30 to 9 a.m. — Registration/Breakfast
9 to 10 a.m. — Fundraising for Nonprofits: How to Put the ‘Fun’ in Fundraising by Cultivating a Pool of People
Senior Development Officer — Major Gifts
Saint Francis Healthcare System
Cape Girardeau, Mo.
Danielle Torbet will provide tangible tactics to increase your organization’s fundraising efforts through cultivating donors and champions for your organization.
- discuss how to diversify your fundraising portfolio
- review best practices for donor cultivation and stewardship
- discuss new strategies for preventing donor fatigue and putting the fun in fundraising
- discuss strategies for meeting your FUNdraising goals
10 to 10:15 a.m. — Break — Sponsored by Coffey Communications
Coffey Communications has been a leader in the health care communications space since 1983. We offer our clients completely integrated print and digital solutions. These campaigns help readers immerse themselves in a company’s culture across all channels.
10:15 to 11:15 a.m. — Think Before You Tweet: Patient Privacy Rights in the Age of Social Media
General Counsel and Vice President of Legal Affairs
Missouri Hospital Association
Jefferson City, Mo.
Social media platforms are an important marketing tool for health care providers. Whether promoting services to the public or building relationships with patients and the community, Facebook and Twitter are a key method of communication. They also can present significant pitfalls for HIPAA compliance. Learn how HIPAA requirements apply to your use of social media and how to protect your patients’ privacy.
- recognize how HIPAA requirements apply to your organization’s use of social media
- identify areas of risk to private patient information
- develop HIPAA-compliant social media policies
11 a.m. — Registration for Show-Me Awards Luncheon (for those not attending Summer Forum) — Harbor Ballroom
11:30 a.m. to 1:15 p.m. — Show-Me Awards Luncheon — Harbor Ballroom
1:30 to 2:45 p.m. — Building PR/Communications Measurement: Data for Strategy & Demonstrated Impact
Vice President & Practice Lead
true Digital Communications
Bedford Heights, Ohio
PR/Communications measurement relies on both qualitative and quantitative data. But most of the time, that’s just the beginning of wisdom. Communicators need to understand how to measure outputs, outtakes, outcomes and organizational impact, both internally and externally, to use these data and insights effectively. In this session, you’ll learn the foundation of measurement and how to apply that foundation to your own situation.
- understand the current state of measurement in PR/Communications
- learn the standards for traditional media analysis and how they differ from prior customs
- learn the proposed standards for internal communication measurement and apply them
- understand how to select the right metrics to share with leadership that demonstrate value and inform strategy
- apply these lessons to your own organization to create better strategic plans
2:45 to 3 p.m. — Break — Sponsored by Bluespire Marketing
Bluespire is a full-service strategic marketing agency focused on health care. The organization combines marketing strategy, technology and content to drive growth for clients.
3 to 4:15 p.m. — Building PR/Communications Measurement: Data for Strategy & Demonstrated Impact (continued)
true Digital Communications
4:30 p.m. — Adjournment and Social — Hors D’oeuvres & Cash Bar (Family and friends are welcome.)
Dinner on your own.
Friday, June 22
8 to 8:30 a.m. — Registration/Breakfast — Sponsored by Xpressdocs
Xpressdocs provides direct marketing solutions for the healthcare industry by producing high-quality marketing materials efficiently and economically. We help healthcare professionals quickly launch marketing campaigns through our automated marketing platform — and you’ll rest easy knowing you’ve reduced turn times and eliminated waste, while effortlessly managing regulatory requirements.
8:30 to 10 a.m. — Being Your Best During Your Company’s Worst Days: Crisis Management
Senior Vice President
This interactive presentation will immediately ask the audience to consider their
organization's readiness for a crisis. The presentation will include real-life examples of how and how not to handle a crisis. Tools will be provided to help attendees understand the best practices for protecting a brand. As part of the presentation, attendees also will learn best practices for developing a crisis communication plan, assembling a crisis communication team and examples of creating effective messaging.
Social media has become an increasingly large player in both responding to a crisis and measuring its impact on a company’s brand. We will walk through our approach to real-time monitoring to shape strategy.
This presentation has been successful with some of the nation’s largest companies and executive teams. Health care organizations will benefit from McNaney’s vast experience managing crisis and reputational issues within this complex industry.
- learn best practices for managing a crisis and protecting an organization’s reputation and brand
- focus on crisis response and managing social media
- recognize the most current crisis topics, which organizations currently are facing today, and begin planning for such
- leave armed with skills to become prepped or to prep your organization’s spokespeople
10 to 10:30 a.m. — MO Hospital Crisis Communications Incidents – Lessons Learned
Public Relations Manager
Public Relations Manager
SSM Health Saint Louis University Hospital
This session will highlight specific crisis incidents that required communicating sensitive messages to both internal and external audiences. What lessons were learned? What worked and what didn’t?
Panelists will share their approach, tools used and insights from these incidents.
10:30 to 10:45 a.m. — Break — Sponsored by StayWell
From print publications to custom microsites to storyboards, StayWell creates and delivers unique custom content marketing solutions. The healthcare space is more competitive than ever. Let StayWell help you attract new patients with evidence-based health content, scalable tools and proven engagement techniques that raise awareness of your organization among your target population so you see more patients and help more people get well and stay well.
10:45 to 11:45 a.m. — Heartbeat Branding
Springboard Brand & Creative Strategy
Arlington Heights, Ill.
While hospitals and health systems have been embracing and aggressive with their marketing activities, many are still focused on chest beats, not heartbeats. This session will explore the differences, and the importance of, creating a heartbeat with brand strategies and messaging against all audiences, internal and external.
Heartbeat branding requires a unique understanding of your customers, including insights on their interests and behaviors, and this session will help you determine the methods for gaining this information.
- understand the differences between a chest beat and a heartbeat brand and what you can do to determine your best messaging strategy
- identify the unique attributes of your brand and how they intersect with the interests and behaviors of your customers
- learn how to create brand preference through a heartbeat branding strategy
11:45 a.m. — Adjournment
Jane Drummond joined the Missouri Hospital Association in 2014 as the General Counsel and Vice President of Legal Affairs. She provides a full range of legal support to MHA, its related organizations and boards. Her duties include health care compliance, corporate advice and judicial advocacy. Drummond also serves as liaison to a variety of legal professional groups involved in health care law and policy. Prior to joining MHA, Drummond served as the director of the Department of Health and Senior Services under Governor Matt Blunt and worked in private practice in the areas of health and employment law.
Bob McNaney is no stranger to communication management. A national Emmy Award-winning investigative journalist with 24 years of reporting on his side, he has been exposed to news of all kinds. His diverse background in media, public relations, spokesperson coaching and issues management has helped him develop a unique skill set ideally suited to lead the media relations, and crisis and critical issues practice at Padilla.
McNaney counsels global corporations through crisis situations, conducts crisis trainings and trains executives to successfully communicate their messages to various audiences.
Prior to joining Padilla, McNaney was an investigative reporter for KSTP-TV news in Minneapolis/St. Paul, Minn. In addition to his reporting experience, he also has worked as a private counselor and has helped lead companies through various confidential situations.
Rob Rosenberg is president and founder of Springboard Brand & Creative Strategy, a national branding & communications firm focused on working with organizations that make a difference in people’s lives. From industries ranging from health care to death care, Rosenberg has worked with more than 200 brands in strategy and messaging development. His concept of “heartbeat” branding challenges organizations to better understand their audiences and develop strategies that are most relevant to them. Rosenberg is a frequent contributor to
health care conferences and publication as a speaker and author, and he is celebrating his 30th year in health care marketing and communications.
When four-year-old Rebecca Sims snuck onto a bus (in Germany) headed for a preschool (she didn’t attend), her parents knew she’d never follow a traditional path. But at least she liked to learn. At WriterGirl, Sims shares her love of learning with the talent she recruits, trains and matches with projects. She also enriches the WriterGirl Academy; pitches in on projects; and wields her 20+ years of agency, health care and digital experience to boost content capabilities. Today, she’s happiest hanging out at home with her family and dogs. She hardly ever sneaks out.
Danielle Torbet is the senior development officer at Saint Francis Healthcare System. In this role, she is responsible for managing a portfolio of key individual, corporate and foundation major gift prospects and donors. She has been a fundraising professional for more than 12 years. Torbet’s areas of expertise include donor relations, donor cultivation, major gifts, community outreach, volunteer coordination, planned giving and special event fundraising.
Sean Williams has spent his career helping people and organizations communicate effectively. He has trained thousands of people in communication skills, and as vice president and practice lead, education and internal communications for true Digital Communications, Williams offers the integrated communication AMMO planning process; manager training through the Face2Face Communication Learning Program; and research and measurement for marketing, public relations and internal communication.
Williams has held executive communication posts at National City Bank, KeyCorp and The Goodyear Tire & Rubber Company, and ran his own consultancy, Communication AMMO. He also is an adjunct professor of Public Relations at Kent State University, and created graduate classes in PR Measurement/ROI and social media measurement for Kent and another university.
He holds a Master of Arts in journalism/mass communication from Kent State University and a B.A. in political science from the University of Washington. He is a member of the Institute for Public Relations’ Commission on Measurement and Evaluation and leads its international task force in charge of establishing standards for internal communication measurement.