Over the last two years, the health care sector has experienced immense change and disruption. Join your colleagues on Oct. 29 at MHSCN’s 2021 fall conference to explore the evolution and transformation of health care marketing and communications.
The End of the Runway: Consumerism, COVID-19 and the Coming Decade
COVID-19 has driven significant changes in consumer behavior, some of which may stick for years. A number of these changes play into the advantages of new and non-traditional healthcare providers, such as Walmart Health, Walgreens or Teledoc Health, at the expense of hospitals, health systems and other traditional providers.
While traditional providers have had years to react to the trend of consumerism, the honeymoon may be over. Those providers who want to keep ahead of the new competition and stay relevant to healthcare consumers need to understand these changes and their implications, and act quickly and decisively to stay ahead.
Chris Bevolo, executive vice president, chief brand officer, ReviveHealth, has provided leadership and guidance in the areas of strategy, brand, marketing, digital, and change management to hospitals and health systems across the country for more than 20 years.
Chris is an award-winning author of six books, including Joe Public Doesn’t Care About Your Hospital, which became a field guide for driving transformation in hospital marketing departments across the country. He is a frequent keynote speaker and featured presenter on healthcare marketing and branding topics.
Before joining ReviveHealth, Chris was the owner and lead strategist of Interval, a Minneapolis-based healthcare marketing firm he founded in 1995. He received a bachelor’s degree in journalism and mass communications from Iowa State University and an MBA from the University of St. Thomas in Minneapolis.
Covering COVID-19 from the Front Lines
Pulitzer Prize-winning healthcare journalist Jeremy Olson has been reporting on the COVID-19 pandemic for the Star Tribune since its inception. He has covered the pandemic from all angles – from the rise of the virus to its deadly spread to long-term healthcare facility outbreaks, hospital capacity issues and provider fatigue to daily spread to vaccine development and implementation to the most recent rise of the highly infectious delta variant. While reporting, Jeremy has relied upon information and contacts in the state and federal government, healthcare organizations, providers from around the state, patients, academia and more. Listen to his story firsthand and learn how communicators can work with reporters like Jeremy to help him provide the best, most accurate and objective information possible to the public.
Jeremy Olson is a Pulitzer Prize-winning reporter covering health care for the Star Tribune. Trained in investigative and computer-assisted reporting, he has covered politics, social services and family issues.
A University of St. Thomas graduate, Jeremy completed fellowships at the Kaiser Family Foundation, Poynter Institute and New York Times. Honors include a Premack Public Affairs award for scrutinizing a schizophrenia drug trial, a SABEW award for uncovering abuses of meatpackers and a Casey Medal for examining deaths in foster care. His Pulitzer-winning series on child care led to a decline in child deaths. He and his family live in Edina.
The State of Mental Health of Healthcare Systems and National Trends
With the COVID-19 pandemic heading into its second year, the impact it has had on the U.S. healthcare industry cannot be underestimated. From severe nurse shortages, early retirements, constant changes and many unknowns, there are a wide range of issues we have not encountered previously. This presentation by Liz Ferron will help you understand what is happening with healthcare employees today and how you can support them and your organizational goals. Liz will share trends and observations she’s seeing from the 40+ healthcare systems she supports with the goal of helping you understand the issues to be better prepared when your staff are struggling.
Liz Ferron, MSW, LICSW, physician practice lead, has practiced at VITAL WorkLife since 2001 and has her master’s degree in social work from the University of Minnesota. Liz assisted with the development of the physician and healthcare solutions for VITAL WorkLife, and currently oversees the execution of many of these solutions. Liz has contributed to the development and analysis of national surveys, has presented on physician well-being at national and regional conferences and has been published in several medical journals.
Currently, Liz provides training and consultation to healthcare administrators and individual practitioners in the areas of stress management, navigating change and effective communication. To strengthen her ability to assist healthcare professionals in building resiliency, Liz has completed programs in Mindfulness Based Stress Reduction and Mindful Self Compassion offered by the Center of Spirituality at the University of Minnesota, and the “Transform Your Life” resiliency program offered by Amit Sood, M.D., of Mayo Clinic.
Dismantling Systems of Harm: Racial Trauma in Healthcare
During this presentation, Dr. Asfia Qaadir will provide attendees with an overview of racial trauma throughout history in healthcare settings and why this matters in their roles as healthcare strategists and communicators today. Dr. Qaadir will also get into the biology of trauma and what it truly means to address and affect systemic change when it comes to issues around diversity, equity and inclusion within healthcare organizations.
Asfia Qaadir, D.O., is the clinical director at PrairieCare Maplewood and was recently named clinical consultant to diversity, equity and inclusion for the organization. In this role, Dr. Qaadir oversees the integration of DEI in clinical care across PrairieCare’s multiple locations. PrairieCare is a Twin Cities-based psychiatric health care organization dedicated to providing mental health care for children, adolescents and adults.
Dr. Qaadir has been an attending physician at PrairieCare since 2016 and assumed the role of clinical director at PrairieCare Maplewood in 2020. She earned her bachelor’s degree in biological sciences from the University of Chicago and medical school degree from the Chicago College of Osteopathic Medicine. Dr Qaadir completed her residency and subspecialty training in child and adolescent psychiatry at the Mayo Clinic in Rochester.
Holistic Digital: A New Approach to Driving Results
Holistic digital is a data-driven, “growth marketing” approach that drives leads and revenues by increasing the productivity of your digital marketing. When SEO, UX and CRO are considered as one and implemented properly, it leads to optimized website/digital marketing that produces incremental results. Keyword strategy and relevance can significantly impact conversions while page layout and content strategy impact SEO, PPC and other traffic. Optimizing conversion rates depends on a clear understanding of the user journey, neuromarketing and persuasive design psychology. It can be complicated, but when broken down it can be understood by all.
Cory Docken is the vice president of digital strategy at O8, an agency in Minneapolis, helping clients on a national level take a holistic approach to their digital marketing initiatives. He has over 20 years of design, marketing and technology expertise, working with both small and large clients across retail, higher ed, healthcare and B2B. In his career he has helped world-class brands tackle their most complex marketing technology projects with his knowledge of strategy, design and development.
Outside of O8, he is the 2022 president-elect of MHSCN (Minnesota Health Strategy and Communications Network), as well associate vice president of programming with AMA (American Marketing Association) Minnesota.
Maximizing Media Interviews in Good Times and Bad
We all know the media is a valuable conduit to reaching key stakeholders, whether your organization is communicating vital COVID-related health information, launching a new initiative or is in the midst of a crisis. This session will help you prepare your spokespeople – executives, providers, leaders, etc. – by building their confidence with the tools and techniques to maximize any media opportunity. You'll also explore strategies for creating solid key messages, avoiding common pitfalls and answering tough questions.
Liz Mikyla, senior vice president, corporate issues, Weber Shandwick, is a strategic storyteller; helping clients tell their organizations’ stories to key stakeholders in a way that’s credible, memorable and influential. Liz does that through messaging strategy, executive and spokesperson interview training, presentation training and crisis counsel.
A former Emmy-award winning journalist with 10 years in the business, she helps clients across the country prepare for interviews related to product or campaign launches, crises and other developments.
Liz has provided media training and key message strategy for dozens of clients in a variety of industries including healthcare, retail, government and technology. Liz received her master’s degree in journalism from the Medill School of Journalism at Northwestern University. Her bachelor’s degree in government is from Harvard University.