Meet The Speakers

This exciting program features three of health care social media's best and brightest minds:

Lee Aase (@LeeAase) is director of the Mayo Clinic Center for Social Media, a first-of-its-kind social media center focused on health care, which builds on Mayo Clinic's leadership among health care providers in adopting social media tools. Mayo Clinic has the most popular medical provider channel on YouTube and active, popular outposts on Twitter and Facebook. With its News Blog, podcast blog, and Sharing Mayo Clinic, a blog that enables patients and employees to tell their Mayo Clinic stories, Mayo has been a pioneer in hospital blogging.

By night, Lee is Chancellor of Social Media University, Global (SMUG), a free, online higher education institution that provides practical, hands-on training in social media for lifelong learners.

Prior to joining Mayo Clinic in 2000, Lee spent more than a decade in political and government communications at the local, state, and federal level. He received his B.S. in Political Science from Mankato (Minn.) State University in 1986.

Dana Lewis (@danamlewis) is the Interactive Marketing Specialist at Swedish Medical Center in Seattle, Washington. She is also the creator and moderator of #hcsm, a weekly Twitter chat on healthcare communications and social media. She co-organizes Social Health, the successful international health "unconference" and serves on the advisory board for South by Southwest's health track.

Dana is also actively involved on local and national levels with the American Diabetes Association. Dana, a 2010 graduate of the University of Alabama, was named to USA Today's All-USA College Academic Team in June 2010. She received the Best Non-profit Microblogging Award from the Society for New Communications Research Excellence.

David Harlow (@healthblawg) is Principal of The Harlow Group LLC, a health care law and consulting firm based in Boston, Massachusetts. His 20 years' experience in the public and private sectors affords him a unique perspective on legal, policy, and business issues facing the health care community. David is adept at assisting clients in developing new paradigms for their business organizations, relationships, and processes to maximize the realization of organizational goals in a highly regulated environment, in realms ranging from physician-hospital relationships to data privacy and security to facilities development to social media strategies to the avoidance of fraud and abuse.

David's blog, HealthBlawg, is highly regarded in both the legal and health policy blogging worlds. He is a member of the external Advisory Board of the Mayo Clinic Center for Social Media. David also speaks regularly before health care and legal industry groups on a variety of business, policy, and legal matters.

Preliminary Agenda

8:15a.m. - 9:00a.m.

Registration/Continental Breakfast

9:00a.m.

Welcome

9:05a.m. - 10:20a.m.

Hippos & Hashtags - social media for health care professionals and organizations

Presenter: Dana Lewis- Swedish Medical Center

How can you use social media to engage patients and build communities? And what guidelines and legislation do you need to know about before you get started with social media in health care? And how do you get started? Social media supports traditional marketing objectives, but isn't a one-size-fits-all solution for your marketing woes in a changing health care environment. This session will answer all of these questions and more, giving examples from a health system that started from scratch and is integrating social media across the organization to engage patients and employees, physicians and nurses, and other communities.

10:30a.m. - 11:45a.m.

Health Care Social Media: The Lawyers Don't Always Say No

Presenter: David Harlow JD MPH, The Harlow Group LLC

A skilled user of social media has the opportunity to become a trusted source, a convener, an influencer; however, the use of these tools requires interaction and engagement at a level that many health care organizations find uncomfortable. One element of the discomfort is a concern that the social media landscape is littered with legal land mines. Balancing the inherent tension between transparency and privacy, openness and control, can be difficult. While the land mines are there, you can make your way through and emerge unscathed if you have a clear understanding of HIPAA and other relevant rules - and how they apply to social media initiatives.

Learn more about the value of social media tools, the range of issues they present, and some key strategies for using these tools effectively while steering clear of trouble... so you can set your inner tweeter free.

11:45a.m. - 12:45p.m.

Lunch

12:45p.m. - 2:00p.m.

Making Social Media Practical: Health Applications for Transformative Technologies in Organizations of All Sizes

Presenter: Lee Aase, Director of the Mayo Clinic Center for Social Media

The social media revolution is the defining communications trend of the third millennium. From blogs to Facebook to Twitter to YouTube, the power of worldwide broadcasting and publishing is now available to anyone.

Organizations of all types, whether they be commercial, non-profit or government, need to at least take into account how these technologies are likely to affect them. Better yet, they should proactively explore how they can use these tools creatively to accomplish organizational objectives.

In this presentation, Lee Aase, Director of the Mayo Clinic Center for Social Media, will share how Mayo progressed naturally from traditional media relations to direct-to-consumer news delivery to conversational marketing, giving patients a platform for their stories. He will review the steps taken, safeguards developed and concrete results achieved. He also will describe the rapid growth of the Mayo-sponsored Social Media Health Network, a global gathering of organizations using social media to promote health, improve health care and fight disease.

2:15p.m. - 4:00p.m.

Panelists:

Bring your questions as a panel of your colleagues discuss how they have cultivated robust social media programs.

• David Flores, Social Media Manager, Albert Einstein College of Medicine, New York City
• Heidi Ofinowicz-Findlay, Marketing Communications Manager, Roswell Park Cancer Institute, Buffalo
• Robert W. West, Jr. Ph.D., Professor, SUNY Upstate Medical University, Syracuse
• Kerri Ganci, Director, Public Relations and Marketing, St. Joseph's Hospital Health Center, Syracuse

4:00p.m.

Closing Remarks