Conference Slides

Sue Ellen Wagner
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Chris Bevolo
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Shonali Burke
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Ryan Squire
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Why You Need to Attend

Healthcare providers across New York State are in the midst of tremendous changes—focusing on population health management, partnering with former competitors, opening more urgent care and outpatient clinics. How can your communications strategy evolve to best promote your organization in these changing times? Learn how to reach future patients before they need healthcare services, implement content marketing strategies, measure your impact, and effectively use social media to engage.

Population Health Needs Communication

Public relations and marketing professionals must begin communicating their brand to the community in a whole new way as healthcare providers take on population health management. Sue Ellen Wagner will highlight how hospitals across the country are addressing this new challenge and why communicators are key to its success.

Content Marketing Transformation

Hospital communicators pursuing true marketing transformation are looking beyond traditional advertising and embracing content marketing, which not only helps meet growth goals today, but builds stronger brand connections for future services. Chris Bevolo–nationally recognized thought leader and author of the highly popular book Joe Public Doesn't Care About Your Hospital–will explain how to use content marketing to build your brand and achieve your business goals.

How to Measure What Is–And Isn't–Working

Award winning digital strategist Shonali Burke will discuss the basics of good PR measurement; the seven deadly sins of bad measurement; and creating effective, realistic, and measurable objectives.

From the First Tweet: A Case Study

Ryan Squire will explain how he began with limited resources, but gradually transformed his healthcare system's social media strategy, overcoming challenges and pitfalls–from a simple Twitter account to an interactive multi-channel system of videos, online reviews, and blogs for a nationwide healthcare company with over 2,000 hospitals, nursing homes, and rehabilitation facilities.


Learn from the Experts

Chris Bevolo
Chris Bevolo


Chris Bevolo is a healthcare marketing change agent whose mission is to inspire, persuade, and support hospital and health system leaders to transform their approach to healthcare marketing. He is a frequent keynote speaker and presenter on the topics of marketing, branding, innovation, the patient experience, and consumer trends.

Shonali Burke
Shonali Burke


Shonali Burke is the International Association of Business Communicators-accredited, award-winning President and Chief Executive Officer (CEO) of Shonali Burke Consulting, Inc., where she uses her signature blend of measurable "social PR" to help organizations improve business results.

Ryan Squire
Ryan Squire

@ryansquire / @kindredhealth

Ryan Squire is Senior Director, Social Media for Kindred Healthcare and coordinates all social activity for the Fortune-500 company's more than 2,000 locations across the United States. He is responsible for strategy, governance, education, content, measurement, and reputation management.

Sue Ellen Wagner
Sue Ellen Wagner

As Vice President, Community Health, Sue Ellen Wagner directs HANYS' initiatives to foster community health through provider collaboration and sharing of best practices and innovative models of care and outreach. Her work recently has focused on advancing these goals within the framework of state and federal reform, including the Affordable Care Act and the State Health Improvement Plan and Prevention Agenda.

Conference Agenda

October 8, 2014

8:15 to 9 a.m.


8:30 to 9:15 a.m.

Networking Breakfast

Are you creating amazing content to be used across your social media channels? Is your CEO blogging? Have you started a weekly breakfast roundtable with local reporters? Share your experiences and challenges with your peers at our networking breakfast.

9:20 a.m.


Michael Pauley
Vice President, Communications and Marketing Strategy, HANYS

Melissa Mansfield
Manager, Public and Media Relations, HANYS

9:30 a.m.

Population Health Needs Communication

Sue Ellen Wagner
Vice President, Community Health, HANYS

10 - 11:30 a.m.

Content Marketing Transformation

Chris Bevolo
Founder and Lead Strategist, Interval

11:30 a.m. to 12:30 p.m.


12:30 to 2 p.m.

How to Measure What Is—And Isn't—Working

Shonali Burke
President and Chief Executive Officer, Shonali Burke Consulting, Inc.

2:15 to 3:45 p.m.

From the First Tweet: A Case Study

Ryan Squire
Senior Director, Social Media for Kindred Healthcare

4 p.m.

End of Conference

Location / Price

Centrally Located and Affordable


$199 / Members only


Reduced Room Rate: $139/night + tax

Phone: (518) 869-8100
Toll-free number: (800) 448-3500

The Desmond
660 Albany Shaker Road
Albany, NY 12211

Hotel Discount:

To receive the special rate, mention "Healthcare Association of New York State, HANYS" or make a reservation online using the group code 10083.
(Hotel cut-off date: September 23, 2014)


Registrations cancelled after October 1 are subject to a $50 administrative charge. Registration fees for those cancelling on the day of the program or failing to attend are forfeited. Substitutions are permitted and encouraged, but should be indicated either before or at the Conference.


660 Albany Shaker Road, Albany, NY 12211