7:30 - 8:00 a.m. Registration
8:00 - 8:15 a.m. Welcome
8:15 - 9:15 a.m. 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.
9:15 – 10:15 a.m. 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.
10:15 – 10:45 a.m. Break/Networking
10:45 - 11:45 a.m. 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 never has been a project like this in the U.S., 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.
11:45 a.m. - 1:00 p.m. Lunch and MHSCN Award of Excellence presentation
1:00 - 2:00 p.m. From Apathy to Action: Motivating Ohioans to Register as an Organ, Eye and Tissue Donor
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.
2:00 – 3:00 p.m. 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.
3:00 p.m. Closing Remarks/Adjourn/Social Hour
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Thank you to our sponsors.
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