MHSCN's mission for spring conference 2020 is to help healthcare communicators and marketers explore their expanding roles. That's why we've invited local and national experts to speak on these topics.
Keynote: The Key to Consumerism: Put Consumers at the Center of Your Strategy
Chris Boyer is principal of @chrisboyer LLC, a consultancy helping organizations through change management and digital transformation. He has worked with hospitals and health systems across the country on digital transformation efforts, including leading digital teams at Inova Health (Washington, DC), Northwell Health (New York, NY) and M Health Fairview (Minneapolis, MN).
Chris is a platinum and founding member of the Mayo Clinic Social Media Network and co-host of the touch point podcast. In 2018, Chris was inducted to the Healthcare Internet Hall of Fame as Most Innovative Individual.
Insight From a Newsroom
Chris Serres covers social services for the Star Tribune. Serres writes about issues affecting society's most vulnerable populations, including the poor, elderly, mentally ill, as well as people with cognitive and physical disabilities.
He has been a newspaper reporter for 20 years.
Serres is married and has two children, Dominic, 12, and Emmanuelle, 10.
When Unexpected Media Strikes
Susan Mau Larson, Director of Partner and Community Relations, LifeSource, leads a team responsible for managing relationships with hospitals, medical examiners, funeral directors and driver’s license partners; and for engaging key communities through media relations, crisis communications, volunteer services, special events, education programs, donor family support and legislative affairs.
Susan earned an undergraduate degree from the University of Minnesota in Journalism and a Master of Public Affairs from the University of Minnesota Hubert H. Humphrey School of Public Affairs.
She began her career leading public relations and crisis communications in non-profit and health care public relations and leadership but devoted most of her career to advancing organ donation and supporting families. She has served as Chair of the Association of Organ Procurement Organizations (AOPO) Public Relations and Public Education Council, President of Minnesota Health Strategy and Communications Network (MHSCN), Chair of the Donor Designation Collaborative Faculty, Chair of the Donate Life America Data & Research Committee, ex-officio Board Member of Donate Life America, and Chair of the Organ Donation Alliance Leadership and Innovation Council.
Bob McNaney, Senior Vice President of Crisis and Critical Issues, Padilla, is a nationally recognized crisis communication and strategy counselor, who also provides executive and media coaching for organizations large and small. Prior to joining Padilla, Bob was a National Emmy Award winning investigative journalist with more than 24 years of reporting experience.
Bob counsels global corporations through crisis situations, conducts crisis trainings across the country and trains executives to successfully communicate their messages to their intended audience. Bob is a sought-after speaker whose interactive style entertains and educates audiences.
Finding the Opportunities in Disruption: A Case Study in Rural Healthcare Consolidation
Joan Gorden, Public Affairs Director for Southeast Minnesota, Mayo Clinic Health System, provides strategic communication counsel for executive leadership teams and directs the communication strategy for staff, patients and external stakeholders in the communities surrounding Rochester, Minn. In more than 20 years with Mayo Clinic, she has developed expertise in executive communications, staff engagement and issues management while supporting top leaders in the clinical practice, medical research, administration and business development areas.
Joan holds a B.A. in Communications for Leading Change from Metropolitan State University, and is a Prosci-certified Change Management Practitioner.
Panel: Managing a Rebrand Process Well
Kim Tepley is the Director of Marketing for Welia Health (formerly FirstLight Health System, an Allina Health affiliate). Kim oversees all marketing strategies, analytics, content, communication and events for Welia Health.
She ensures brand standards by managing the creation and design of all Welia Health’s marketing tools, advertisements, educational pieces and events. Kim has extensive experience in sales, marketing and project management allowing for efficient and effective campaigns and events producing desirable ROI’s. Her expertise and collaborative approach have helped Welia Health achieve a positive community reputation and patient experience scores by improving patient communications utilizing multiple medias to reach all demographics.
Prior to Welia Health, Kim served as a Sales Manager at Dent Wizard International where she managed the Minnesota market, launched six new service lines and led a team of twenty-one technicians in B2B and B2C sales.
Sherwin Schwartzrock, Founding Partner and Brand Consultant, Curious, Inc., directs all of his client’s brand storytelling. This begins with a well-defined position in the marketplace, a unique, true, and relevant value proposition, and a simple brand promise. He ensures every point of consumer contact (traditional or digital) is wrapped in an easy-to-understand brand narrative.
Sherwin’s experience in healthcare started at his first advertising position in Fargo, ND with MeritCare (later acquired by Sanford Health) as a client. Through his 20+ career, he’s touched brands such as Allina Health System, Boston Scientific, Humana, McKessen, Medtronic, Miracle-Ear, Novartis, and most recently, Alomere Health and Welia Health.
“The key to a successful brand initiative is to simply tell the audience your story… but that story needs to be true, unique, and very valuable to the listeners.”
Eddie Reif, Director of Community Relations and Development, wears lots of hats at Alomere Health. Within his leadership role at Alomere Health, Eddie manages public relations, advertising, and marketing for both the hospital and clinics, as well as growing the Alomere Health Foundation and physician recruiting. If that isn’t enough, he is often tapped to lend a hand with human resources, operations, and security. Combined with a background in finance, his wide-perspective on healthcare uniquely equipped Eddie to oversee the rebrand of Douglas County Hospital to Alomere Health.
“We knew that the best way forward with a rebrand was to be inclusive and intentional. Starting the process with listening to everyone was important, then we had to chart a clear process forward knowing we would be navigating some tumultuous waters. Throughout the process, we were able to maintain and engage our group of brand ambassadors for the new name.”
Jonathan Wiese, Creative Brand Strategist, 3.2.1, brings extensive experience helping organizations do the next thing well. His work combines the critical elements of corporate definition, strategy and planning with the experience of managing challenging projects, especially at times of transition.
Prior to the decade running 3.2.1, Jonathan was a nationally recognized copywriter and creative director. His curiosity about larger organizational gears —like vision, mission, values, brand and strategy — led to an MBA from the University of Minnesota Carlson School of Management, and he developed a series of strategic processes and tools to bridge gaps between business theory and everyday application.
The success of these tools (Fuel, Kindle and Spark), evolved into the company called 3.2.1. One focus area where these tools are applied is in 3.2.1’s robust naming and rebranding process.
Media Relations: The Art & The Science
Nick Hanson has been working in healthcare communications for nearly 15 years at institutions including the University of Minnesota Academic Health Center, Mayo Clinic and most recently in his current role at Gillette Children's Specialty Healthcare -- where he manages media and social strategy.
Hanson has expertise in crisis communication, public affairs campaigns, social media strategy and management, media relations and digital strategy. He has led media and social media campaigns that have resonated across the globe. Hanson has also spent time in the agency world as a digital strategist at Himle Rapp and Company and as a counselor at Carmichael Lynch Relate. He was also a reporter at the St. Cloud Times and Mankato Free Press.
Innovation at the Speed of Laughter
John Sweeney from Brave New Workshop has led some of the best organizations to discover that innovation is almost always a reflection of individuals reacting from a place of fear, rather than a mindset of discovery. In this workshop, John applies improvisation-based behaviors and skills to behaviors that ignite innovation in the workplace.
Using a mindset of discovery and addressing those behaviors that keep individuals from finding their most innovative self, John shows participants how they can use their own sense of trust, truth, and acceptance to improve natural creativity and boost innovation. Like improvisation, true innovation can only exist when ideas and actions flow freely without judgment – this unique speech shows participants how to make that happen for themselves, teams and the workplace.
Sweeney used this approach to help decrease burnout and listening skills with local healthcare systems including HealthPartners.