2019 Missouri Association for Healthcare Public Relations and Marketing Summer Forum

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Seminar

Date:6/28/2019
Start Time:12:00 AM
End Time:12:00 AM
Contact Information
Additional:
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Description:

Provided by MHA Health Institute
MHA Health Institute Logo

Supported by the Missouri Association for Healthcare Public Relations and Marketing

Dates & Location

Wednesday, June 26, through Friday, June 28

Chateau on the Lake Resort Spa & Convention Center
415 North State Hwy 265
Branson, Mo.
888/333-5253


Register on or before Wednesday, June 19.

This seminar is being offered at a reduced registration fee to MHA-member hospitals thanks to a generous 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 on Dec. 17, 2018.

Summer Forum (Includes Preconference and Show-Me Awards Luncheon) Wednesday through Friday
MAHPRM member — $375
Nonmember — $575

Preconference (Wednesday only)
MAHPRM member — $100
Nonmember — $200

Thursday and Friday only (Includes Show-Me Awards Luncheon)
MAHPRM member — $300
Nonmember — $500

Show-Me Awards Luncheon Only
Members and nonmembers (those NOT attending Summer Forum) — $35


Hotel Reservation

Hotel reservation phone number: 1-888-333-5253
Reference: MAHPRM Summer Forum
Hotel cutoff date: Monday, May 27
Request the MHA Health Institute room rate:

 

  • double queen (partial lake view): 149 + tax
  • king (partial lake view): 149 + tax
  • king (lakefront view): 179 + tax


Audience

staff responsible for marketing, public relations, advertising, strategic planning, physician relations, media relations and guest relations


Agenda

Wednesday, June 26 Preconference

12:30 to 1 p.m. — Preconference Registration

1 to 3 p.m. — 10 Social Media Trends that are Transforming Health Care Marketing
Heather Mansfield
Founder and CEO
Nonprofit Tech for Good
Tucson, Ariz.

Social media is in a constant state of change, and without regular education in emerging trends, your hospital could be wasting valuable time and resources implementing outdated best practices. From chatbots to social advertising to the rapid rise of stories, this session will focus on what’s new and next in social media so your hospital can embrace being an early adopter to achieve maximum return on investment.

Objectives:

  • summarize recent changes in Facebook, Instagram and LinkedIn marketing best practices
  • demonstrate the need to have advanced skills in social media marketing, including the use of advertising platforms, live reporting and using third-party apps
  • how to plan a social media marketing plan tailored for different generations


3 to 3:15 p.m. — Break

3:15 to 4:15 p.m. — Reigniting the Passion in Your Daily Writing — When Did This Become a Loveless Marriage?
Keri Franklin, Ph.D.
Professor, Department of English
Director, Office of Assessment
Director, Center for Writing in College, Career and Community
Missouri State University
Springfield, Mo.

Presentation details coming soon.


4:15 p.m. — Adjournment


Thursday, June 27

8:30 to 9 a.m. — Registration/Breakfast

9 to 10 a.m. — Localized Geotargeting for Digital Marketing Success
Josh Dahmes
Vice President, Digital Marketing
Bluespire, Inc.
Minneapolis, Minn.

Digital and technology solutions in the marketing world are constantly evolving. This discussion will examine the current digital landscape and take a deeper dive into the latest tactics used by health care marketers to drive brand awareness, patient engagement and service line growth.

Objectives:

  • learn common geotargeting capabilities of digital marketing platforms
  • explore pros and cons of targeting by city, ZIP, designated market area, device, etc.
  • review case studies of successful geotargeting campaigns


10 to 10:15 a.m. — Break

10:15 to 11:15 a.m. — Making the Case for Investing in Marketing
Christine Albert, MPP, APR
Senior Vice President, Marketing And Communications
LCMC Health
New Orleans, La.

Speaking “CEO” is essential, yet often it is an area where many marketers struggle. Figuring out how to connect with your CEO takes more than knowing your follower count, social sentiment and content performance. Hear firsthand how a senior vice president of marketing at a growing not-for-profit health care system, LCMC Health, successfully made the case for marketing investment to her CEO. The presenter will share real-world examples of how to understand the CEO mindset and effectively connect marketing to business goals.

Objectives:

  • Speak CEO: Learn how to clearly and concisely answer how marketing influences business objectives.
  • Successfully ask for resources: The presenter will share a checklist of what to present and how to present it to executives to achieve a successful outcome.
  • Understand the CEO perspective:
    • What does a CEO value and expect from marketing?
    • How can marketing deliver on this every day?


11 a.m. — Registration for Show-Me Awards Luncheon (for those not attending Summer Forum)

11:30 a.m. to 1:15 p.m. — Show-Me Awards Luncheon

1:15 to 2:45 p.m. — How to Use Video to Build Strong Emotional Connections with Your Audience
Jeff Branscom
Co-founder
Cosmic Sauce
Columbia, Mo.

Johnny Eaker
Co-Founder, Video Strategist
Cosmic Sauce
Columbia, Mo.

Social media has changed our culture in fundamental ways, which means brands have to reimagine how they reach and influence today’s consumer. Social also has changed the way people view brands. Now, it’s not enough to talk about how your product or service will make someone’s life better — you have to invest in relationships and stand for something if you want to drive results.

In this presentation, we'll show you how to leverage the power of video to create strong emotional connections with your audience. The focus will be on three different types of video: branded content, patient stories and recruitment.

Objectives:

  • learn about the state of video marketing and how to create strategies that drive results
  • develop the right strategy for your content, learn which videos you should be making and discover how to create a strong production plan
  • learn best practices on how to create high-quality content whether using an in-house team, an agency or on your own
  • learn best practices in distributing your content — making sure your content is seen by the right audience at the right time


2:45 to 3 p.m. — Break

3 to 4:30 p.m. — Finding Fit: Messaging Frameworks for Marketing Growth
Justin Watkins
Founder and CEO
Native Digital
Kansas City, Mo.

How do we justify additional marketing budgets? How do we deliver more impact with the investments we’re already making? Finding Message/Market Fit opens up Native Digital’s playbook to showcase marketing frameworks to help validate fit for audience, brand, creative and channel strategies. Reduce random acts of marketing, and establish criteria for success.

Objectives:

  • evaluate individual components of marketing to find better performance
  • quantify the value of influential audience, brand positioning and creative messaging
  • justify current and future marketing investments


4:30 p.m. — Adjournment

Dinner on your own.


Friday, June 28

8 to 8:30 a.m. — Registration/Breakfast

8:30 to 10 a.m. — When They Hate You on Facebook: Crisis Communications in the Social Media Age
Ben Roberts
PR & Social Media Manager
Marketing & Communications
Phoebe Putney Health System
Albany, Ga.

These days, anyone with internet access and an axe to grind can do serious damage to your health care organization’s reputation. Left unchallenged, repeated or viral social media attacks may cause irreparable harm. When Phoebe Putney Health System became the target of a coordinated effort that flooded Facebook with inaccurate and incendiary posts about the system, crisis communications became part of Phoebe’s daily routine. Find out how Phoebe used creative storytelling on social media and innovative employee morale-boosting efforts to maintain high consumer preference numbers and dramatically increase employee engagement statistics, despite the relentless, negative campaign.

Objectives:

  • distinguish when it is appropriate to directly respond to social media critics from circumstances when it is appropriate to counter attacks without directly engaging the social media posters
  • develop and implement successful plans to use social media to share creative, positive stories that make emotional connections with the public
  • formulate and implement innovative activities to help boost employee morale in the face of negative social media attacks


10 to 10:15 a.m. — Break

10:15 to 11:45 a.m. — Watch Your Step: Navigating the Social Media Minefield
Jane Drummond
General Counsel and Vice President of Legal Affairs
Missouri Hospital Association
Jefferson City, Mo.

Your employees' social media activities outside of work can reflect on your organization, but overly restrictive policies can interfere with privacy rights and affect morale. Jane Drummond will give practical advice on how to construct policies on staff use of social media that strike a balance between your organization’s interests and employee privacy. She will provide advice on terms to include in your policies and those that should be left out, with examples of policies that demonstrate best practices. Drummond also will provide an overview of litigation involving employee use of social media.

Objectives:

  • understand the legal boundaries on restricting staff social media use
  • learn how to craft policies that protect your organization
  • learn how to handle that post that “goes viral”
  • understand how social media misuse can lead to litigation


11:45 a.m. — Adjournment


Speakers

Christine Albert, MPP, APR
Senior Vice President, Marketing And Communications
LCMC Health
New Orleans, La.

Christine Albert is the senior vice president of marketing and communications for LCMC Health and its five-hospital system. She provides strategic leadership for all marketing planning and operations across the network, developing and executing marketing plans to position LCMC Health as the market leader. Albert received a Master of Public Policy degree from The George Washington University and Bachelor of Arts degrees in mass communications and french from Loyola University in New Orleans. She is a member of the Board of the American Hospital Association’s Society for Healthcare Strategy & Market Development.

Jeff Branscom
Co-founder
Cosmic Sauce
Columbia, Mo.

Jeff Branscom is the co-founder of Cosmic Sauce, a video marketing agency where he helps brands solve problems with video. Before co-founding the agency, he worked in public relations at a private college in Missouri, focusing on media relations and developing content for social media.

Josh Dahmes
Vice President, Digital Marketing
Bluespire
Minneapolis, Minn.

Josh Dahmes provides insights regarding digital marketing, lead generation and measurement to client partners in the B2B and B2C spaces, and from Fortune 500s to dot-com startups. His 20+ years in the digital marketing space mark him as one of the true pioneers in the industry, and he has been speaking on digital topics since 1999. His expertise represents all aspects of the inbound marketing arena, including sponsored search, local search and search engine optimization, social media marketing, both paid social advertising and customer engagement, email marketing, digital advertising, mobile marketing, marketing automation and content marketing, and, what he considers the most important element of all, marketing measurement.

Jane Drummond
General Counsel and Vice President of Legal Affairs
Missouri Hospital Association
Jefferson City, Mo.

Jane Drummond joined MHA in 2014 as the general counsel and vice president of legal affairs. Drummond 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. She graduated from the University of Missouri School of Law in 2001.

Johnny Eaker
Co-Founder, Video Strategist
Cosmic Sauce
Columbia, Mo.

Johnny Eaker, co-founder and video strategist, brings tremendous experience in video strategy to Cosmic Sauce. Before helping found the agency, he was a video director at a Fortune 50 company, where he worked with high-profile partners like the NBA, helped lead national campaigns and helped grow the brand’s social media presence to more than 2 million followers.

Keri Franklin, Ph.D.
Professor, Department of English
Director, Office of Assessment
Director, Center for Writing in College, Career and Community
Missouri State University
Springfield, Mo.

Keri Franklin, Ph.D., is a first generation student who grew up in a rural community in the Ozarks. Those experiences guided her interest in inclusive and active teaching and learning, especially in rural locations. In 2005, she founded the Ozarks Writing Project focused on improving student writing by working with teachers to become writers themselves. In the last 10 years, OWP has brought more than 5,000 students and hundreds of teachers to campus to experience writing. In addition, Dr. Franklin has received more than $3 million in local, state and federal funding to improve writing in Missouri.

In addition to her work with K-12 teachers, Dr. Franklin started Faculty Writing Workshops at Missouri State University to support faculty efforts to publish and develop a community of like-minded writers. She conducts faculty development focused on collaborative assessment of student work. As the director of assessment in the Office of the Provost, Dr. Franklin works as a consultant to all colleges and units at MSU in their thinking regarding improving student learning experiences.

Heather Mansfield
Founder and CEO
Nonprofit Tech for Good
Tucson, Ariz.

Heather Mansfield is the founder of the Nonprofit Tech for Good blog and author of the best-selling books "Mobile for Good" and "Social Media for Social Good." Throughout the last 13 years, she’s grown a following for @nonprofitorgs on social networks to more than 1 million, and she presented more than 100 in-person social media and online fundraising trainings throughout the U.S., Canada, Australia, New Zealand, India and Southeast Asia. In addition, Mansfield has presented more than 500 webinars, thus training more than 250,000 nonprofit, NGO and charity staff worldwide.

Ben Roberts
PR & Social Media Manager
Marketing & Communications
Phoebe Putney Health System
Albany, Ga.

During a distinguished 25-year career as a television news anchor and reporter, Ben Roberts won dozens of state, regional and national awards for excellence in broadcast journalism. In January 2017, he left his position as primary news anchor and executive producer at WALB-TV in Albany, Ga., to become the public relations & social media manager for Phoebe Putney Health System. Phoebe is a not-for-profit health system based in Albany, employing 4,500 people at four hospital campuses, and more than 40 physician clinics in nine southwest Georgia counties.

Justin Watkins
Founder and CEO
Native Digital
Kansas City, Mo.

Justin Watkins is founder and CEO of Native Digital, a brand accelerator based in Kansas City, Mo. Native’s hybrid team of data-minded marketing strategists and creative designers, writers and videographers help clients distill their brand strategy, create compelling messaging and jumpstart integrated marketing initiatives to drive business impact. Clients include University of Kansas Health System, Swope Health, Homeroom Health, Cornerstones of Care, KC Care Health Clinic, Goodwill and Children International, as well as national brands such as POLITICO, Virgin Mobile and Ball Corp.


Exhibitors/Sponsors

Bluespire_CMYK
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.


CoffeyLogo_forweb


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.


cosmic sauce logo
Cosmic Sauce is a video marketing agency helping health care organizations solve problems through video and social media marketing.


XpressdocsFINAL PRIMARY LOGO CMYK


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.