Spring Conference: Designing Your Future

04/27/2017 11:11 PM | Rebecca Kindall Nelson (Administrator)

Topics, Presentations and Speakers

Don’t Just Send a Message. Engage.

Asia Zmuda, Public Affairs Manager, Mayo Clinic Health System

Employee engagement is critical to any organization, especially in the midst of continuous change. Mayo Clinic’s community practices in Southeast Minnesota use a unique combination of employee forums, listening sessions, leadership rounding, e-mail and internal publications to keep employees informed and engaged. Employees need more than just a message! Employees in many of Mayo’s community practices also make up a significant portion of the patient base and local population. Learn how these internal communication strategies also overlap patient and community engagement.

Asia Zmuda, Public Affairs Manager, Mayo Clinic Health System, manages internal and external communication and marketing for several of Mayo Clinic’s community practices in Southeast Minnesota. Prior to joining Mayo Clinic 10 years ago, she served as a reporter and anchor for KTTC-TV in Rochester, Minn. Asia earned a Bachelor of Journalism in Broadcast News from the University of Missouri in Columbia, Mo., and a Master of Arts degree in Strategic Communication Management from Concordia University in St. Paul, Minn.

Take Your Brand from So-So to Mojo

Rob Dalton, Owner, Dalton Brand Catalyst

It happens to all brands. They get stuck. Advertising loses its edge. Marketing struggles to generate qualified leads. Sales presentations become a drag. Employees forget what makes their company exciting and relevant. Customers stop talking about them. Ugh!  -- Rob Dalton gets that. He will show us how to obliterate common marketing obstacles, and how to shine a light on the elements that make our brands awesome. Rob will walk us through an actual Brand Catalyst case study and share branding tips we can use immediately. 

Rob Dalton, owner of Dalton Brand Catalyst, has a career that spans 40 years and includes creative leadership positions at advertising agencies Young & Rubicam (New York), Cole & Webber (Seattle) and his own branding and go-to-market strategy firm, Dalton Brand Catalyst (Minneapolis). Rob honed his craft at Fallon (Minneapolis) and has won numerous industry awards. He is the only person to win the Minnesota Best of Show advertising award twice. Rob travels the country solving critical branding and strategic problems, primarily for B2B marketers. He has the rare ability to meld consumer insight, company culture, product benefits and creative “pixie dust” to create powerful brand foundations and unexpected, creative solutions that drive business. His collaborative approach and nurturing demeanor have earned him the title “Brand Therapist” among many of his clients. 

HealthNewsReview.org: First-ever Systematic Analysis of Health Care PR

Gary Schwitzer, Publisher, HealthNewsReview.org

For 11 years, HealthNewsReview.org has used systematic criteria to review more than 2,300 news stories by leading news organizations if they include claims about health care interventions. In the past two years, the organization began reviewing health care PR news releases as well - about 350 so far. There has never been a project like this in the US, and it is based right here at the University of Minnesota School of Public Health, where publisher Gary Schwitzer is an Adjunct Associate Professor.  This session will explain the history, the reasoning, the approach and the data,as well as offer some teaching examples.

Gary Schwitzer, Publisher, HealthNewsReview.org, has specialized in health care journalism for 40 years and currently publishes the HealthNewsReview.org site, the only daily systematic review of such media messages in the United States. Gary also worked in television news for 15 years and was founding editor-in-chief of MayoClinic.com. He also taught health journalism and media ethics at the University of Minnesota and now has an adjunct associate professor appointment in the university’s School of Public Health. The American Medical Writers Association honored Schwitzer with one of the organization’s highest honors, the McGovern Award for preeminent contributions to medical communication, and the Informed Medical Decisions Foundation named him one of 25 Shared Decision Making Champions. 

From Apathy to Action: Motivating Ohioans to Register as Organ, Eye and Tissue Donors

Amy Dawson, APR, Executive Vice President, Healthcare Practice Lead, Fahlgren Mortine Agency

An in-depth case study of Fahlgren Mortine’s work with Donate Life Ohio will include strategies and tactics to address myths and misperceptions about organ donation. Amy will also talk about the advantages of an integrated approach to campaign development, and how paid, earned, shared and owned media work together to achieve measurable results.

Amy Dawson, APR, Executive Vice President, Healthcare Practice Lead, Fahlgren Mortine Agency,is an industry veteran with more than 30 years of experience. She and her team have worked with a wide range of health care brands, including OhioHealth, The Ohio State University Wexner Medical Center, MedStar Health, St. Elizabeth Healthcare, Donate Life Ohio, the West Virginia Department of Health and Human Resources and Cardinal Health. Her team’s work has been recognized by numerous professional organizations locally, regionally and nationally. Amy was recently named by Columbus Business First as a 2016 Person to Watch in Healthcare. She’s a member of the Society for Healthcare Strategy and Market Development, the PRSA Health Academy and sits on the boards of The Arts and Autism Institute and The Community Shelter Board. Respected by colleagues, clients and peers, Amy is best known for her ability to lead integrated teams that connect well with clients.

Emerging Trends in Digital Marketing & How to Drive Measurable Online Behaviors

Craig Baillie, Partner/Account Director, and Christian Betancourt, Head of Digital, Brave New Media

The digital marketing landscape is ever evolving. From new platforms to changing consumer preferences, today’s communications and marketing professionals have their hands full. Learn about emerging trends in digital marketing and how organizations can harness these trends to drive meaningful and measurable results.

Craig Baillie currently serves as Partner and Account Director at Brave New Media, a Minneapolis-based digital media agency. He has more than 22 years of experience as a web and print designer, having worked on a wide variety of marketing communications programs. In his current role, Craig manages the creative and technology aspects of client campaigns and initiatives, bringing a strong design and detail-oriented approach to clients across various industries. Craig holds a Bachelor of Arts degree from the University of Chicago.

Christian Betancourt is Head of Digital at Brave New Media, a Minneapolis-based digital media agency. In this role, he helps clients across various industries develop strategic, data-driven marketing strategies that help achieve desired business outcomes. As leader of the agency’s digital practice, Christian manages talented teams working on all aspects of digital marketing, including social media, search engine optimization, paid media strategy, e-mail marketing, lead generation and analytics. Before joining Brave New Media, Christian held public relations, marketing and digital roles at Best Buy, Thomson Reuters and Securian Financial Group. He has a Bachelor of Arts degree in Public Relations from the University of Minnesota and a Master of Business Administration in brand management from the University of St. Thomas.

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