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Posted by Meredith Gould (@meredithgould) · Jun 18, 2014

Take a Peek: #MayoRagan Pre-Social Media Summit Workshops

Mark your calendar for the entire Social Media Summit: October 21-23, 2014

Plan to arrive in time to dive right into our 6th Annual Health Care Social Media Summit with these great workshops from Ragan Communications. Check out these wonderful workshop options below. Registration with special discounts for SMHN members begins on June 27!

Tuesday, October 21

9:00 mark-ragan.EDITEDAM-11:00 AM
How to create a brand journalism site that will transform your hospital communications
with Mark Ragan

What does it take to build a brand journalism web site offering compelling content while showcasing your organization?

Learn practical strategies for using tried-and-true journalism methods to engage audiences and boost your competitive advantage.You’ll also learn tips from an in-depth case study about Advocate Health Care's site, “health enews,” launched in 2013.

You'll leave this workshop knowing how to:

  • Make the business case for brand journalism to hospital leaders
  • Assess existing content and decide how it needs to change
  • Build a website that matches your editorial strategy and brand
  • Set up editorial processes and guidelines, and train your team in them
  • Launch and market your site
  • Measure the success of your content strategy

And, you'll learn how to:

  • persuade senior VPs, the CMO and CEO that now is the time to act
  • add authentic, low-cost video to your content master plan
  • integrate Twitter, Facebook, LinkedIn and Pinterest into your content strategy

Mark Ragan is Publisher and CEO of Ragan Communications, Inc., the nation’s leading provider of corporate communication information and training. For 15 years, Mark covered Congress, the White House and national political campaigns for Copley News Service, States News Service, New York Newsday, the San Diego Union-Tribune and Insight magazine.


12:30 DrewKeller.EDITEDp.m-2:30 PM
Video boot camp for health care communicators
with Drew Keller

It's nearly impossible to sustain viewer attention when your video plods through dry medical subjects. Successful videos present people and stories which a human touch to generate understanding. To engage you need to do more than relay facts.

Learn how to create videos that enlighten, engage, inspire and educate:

  • Make your message resonate with your audience: Learn how to match content to audience expectation
  • Is your message technical? Procedural? Are you creating awareness? Understand your goal before you start
  • Training videos don't have to put your audience to sleep.  Who you cast as your on-camera talent can make or break your message. What to consider (likability? credibility?) when you choose your messenger
  • Put patients at ease with videos that help them understand procedures
  • Is your outreach seen and heard by your audience? Match your video's tone and method to your audience
  • How to manage docs, nurses, and research PhD.s/MDs on-camera. The key: Help them understand more information is often less effective
  • Script basics and when to skip the script
  • The Production Practices Survival Guide: Camera height, framing and environment
  • Sequencing and mastering ways to avoid the "talking head" video
  • Move beyond white walls: Ensure your video's environment boosts your message
  • How to shoot an interview (it's not as straightforward as you think)
  • The best way to shoot when you can't use external lighting
  • Why sound is so important and how you can make yours better

Drew Keller is an award-winning television producer, editor, web developer and educator.


3:AnnAndrewsMorris.EDITED00 PM-5:00 PM
Crisis communications workshop: Effective strategies to prevent and manage a digital crisis
with Ann Andrews Morris

Practically every day a crisis hits organizations large and small. Some are unavoidable, some are created by the people and organizations themselves. And in today’s world, a quote attributed to Mark Twain is truer than ever, “A lie can be halfway round the world while the truth is still putting its shoes on.”

A recent digital readiness survey shows that more than one third of CEOs fail to consider their companies’ social media reputation when making business decisions. Even more troubling, more than 10 percent say they will take no action to a negative article or social media post.

With healthcare’s compliance and privacy issues, the risks are even higher. As the social media leader for your health care organization preparing for a crisis – before it strikes –and knowing how to manage a crisis if one occurs is vital to your organization’s survival.

During this interactive session, you'll learn:

  • Social media communications during crises, the good, the bad, and the ugly
  • What puts organizations at risk during a crisis and what you can do to protect yours
  • Why the most effective defense is a good offense (e.g. a social media crisis plan that’s in place well in advance of any crisis)
  • How an effective social media crisis plan can build allies in advance of a crisis and create new ones during and after
  • How to integrate social media response with all internal and external communications channels and messaging
  • How to measure the effect your social media efforts are having on your organization
  • How to maintain and advance your organization’s reputation during and after a crisis

Ann Andrews Morris is the Founder of AndMore Communications, a Washington, D.C.-based firm specializing in nonprofit strategic communications.

Special discounts available for SMHN members

#mayoragan MCCSM Ragan Communications

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