Agenda

Wednesday April 1, 2009

  • 7:00 a.m.
    • Registration and Continental Breakfast
  • 8:00 a.m. 
    • Welcome Remarks, Conference Chair
  • 8:15 a.m. 
    • Featured Session: Allan J. Hamilton, MD, FACS –Script Consultant for Grey’s Anatomy and Private Practice; hear how he lends stories from his vast experiences as intern, resident, and ultimately renowned surgeon.
  • 9:15 a.m. 
    • Case Study: Marketing Strategies Inspired by Pop Culture, Politics, Academia, and Web 2.0 to Drive Membership Value and Operational Efficiency for Medical Associations
      This session is designed to explore communication and marketing strategies inspired by pop-culture, politics, academia, and Web 2.0 that can be used to develop a website with significant membership value and operational efficiency for medical associations. Using the new San Diego County Medical Society website as a concrete case study, we will present examples and guide discussion around the following information delivery, community, communications and marketing theme

      • Building community around information like Martha Stewart Living, Neflix and ESPN Sports
      • Creating tools that improve member physician’s customer-service and operational efficiency inspired by MySpace and Google Health.
      • Engaging members and patients in political advocacy with tools from the Howard Dean and Barack Obama presidential campaigns
      • Establish a medical marketplace inspired by Craigslist
      • Communicating personally with members using strategies similar to Amazon.com and Expedia.com
        Tom Gehring, Chief Executive Officer and Executive Director of the San Diego County Medical Society
        Matthew Amsden, Managing Partner, Reveal Communications
                                                                                                                                .
  • 9:30 a.m.
    • Elective:Writing for TV, Become a Script Consultant
    • Elective: Medical Journalism 101; Introduce Journalism Basics for Medical Professionals Who Want to Contribute Health Care Articles in Print
    • Elective: You the Smart Medical Expert: Finding Your Voice in the Blogging World
    • Elective:Lights! Camera! No Patients! Non-Clinical Careers for Healthcare Professionals;
      the History of Medical Science Liaisons and the Current Role and Function of the MSL in Pharma and Biotech
  • 10:15 a.m. 
    • Case Study: The Physician Advocate in Washington DC ; “The Congressman Will See You Now” Getting Your Message Across in Washington
      Over the past 20 years Dr. Gill has become recognized as one of the most politically active physicians in the state. Ten years ago, he didn’t know a single politician.  Now, the Governor, Lt. Governor, Speaker, State Senator, State Representative, Congressman, and both US Senators will quickly greet him by my first name and inquire about his family.  It was not that hard but it takes a little time, a little money, and a whole lot of desire. Physicians already posses the exact skill sets necessary to become absolutely the most effective advocates there are.
      In this session he will show the history of how one unlikely guy did it and then outline five or six steps that any physician, or anyone for that matter, can do to take advocacy to any level they desire
      John T. Gill, MD, Orthopaedic Surgeon
                                                                                                                                         .
  • 11:30 a.m.  
    • NAMC Awards Ceremony: Health Communications Achievement Award, Sanjay Gupta, MD, Chief Medical Correspondent, Health and Medicine, CNN 
  • 12:30 p.m. 
    • NAMC Luncheon
  • 2:00 p.m. 
    • Panel Discussion: New Media: How the “Audience” Has Become the “Conversation”–and Why You Have to Participate
      If you plan to use social media as part of your communication plan, you need to understand the big picture. This session will explain how the very nature of communication is changing as what used to be called the “audience” is now participating in a continuous, transparent global conversation of which nobody is in charge. We’ll quickly get into the tools people are using, explain why you can’t just “shout” into the conversation, and describe how to participate wisely. We’ll include case histories of successes and failures of medical communicators. This panel provides an excellent foundation for other presentations about social media at this conference.
    • Panel Discussion: From dinosaurs to DIY – Extinction of Traditional News Provides Opportunities for Organizations with News to Tell: What to Do With a Pitch When There’s Nobody to Catch It.
       In this panel discussion we will discuss the current landscape of medical reporting in the mainstream media, then talk about the opportunities that this void is creating

      • “Nobody wants to read about science.”
      • “Chaos creates opportunities.”
      • Should we do it just because we can? What are our responsibilities?
      • Why we need to distinguish between marketing and “news?”
  • 3:00 p.m.   
    • Networking Break
  • 3:15 p.m. 
    • Case Study: Healthcare and Social Media: How to Promote and Converse While Respecting Privacy
      When it comes to promoting products and services through social media, no sector is faced with as many special sensitivities as healthcare. And yet, for no group of communications professionals do social technologies open more new possibilities than those representing medical solutions and healthcareproviders. Depending on your goals and your level of aptitude with tools like social networks, blogs, online video, podcasts, and micromessaging utilities like Twitter, your social media strategy will need to vary. This session will focus on how to evaluate your options while addressing concerns about privacy and what’s appropriate when discussing online issues of health, well-being, even life and death. Attendees will get answers to tough questions like:

      • How and when can I discuss medical solutions directly with healthcare consumers on popular social networks like Facebook and Twitter?
      • How and when should I set up a “white-box” social network to ensure a higher level of privacy and candor in those discussions? Can creating and maintaining them be affordable?
      • How can I use blogs and social networks to develop relationships with medical journalists appropriately
        Jay Krall,Manager, Internet Media Research, Cision US Inc.
                                                                                                                                     .
    • Elective: Welcome to the World of One-Minute Medicine; Where Less is More
    • Elective: Power Point Presentations-Ban Bullet Points to Wow Your Audience; the Difference between Audiovisual Aids and Audiovisual Crutches
    • Elective: Children, Adolescents & the Media: What Every Professional Needs to Know
  • 4:30 p.m. 
    • Case Study: Learn How to Instill Action in Your Community via Direct To Consumer Education
      Learn how to take control of the media and have them work for you within 30 days. As a society or individual practitioner interested in harnessing the power of delivering the best medical communications, you can be distinguished as a medical communications leader and educator in your community. Learn how and why local television broadcast stations would highlight you every week and learn how to make this opportunity viral and lucrative
      Paul G. Argen, CEO, MDTV
                                                                                                                                             .
    • Elective: Health Blogs and Your Patients: the Other “Doctor” in the Exam Room We Can No Longer Ignore and Must Learn to Understand
    • Elective:Wordpress Blogware as a Content Management System—Web to Print Model to Enhance Employee Readership of Online Publications
    • Elective: Understanding the Media; Feeding the Dogs–Beginning View of How Media Works, How are Stories Selected, Organizational Pitfalls and Vulnerabilities; Targeting your Good Story
  • 5:30 p.m. 
    • Case Study: When Week by Week Becomes Hour by Hour: Communications during the Health Crisis of an Ailing Mayor, Balancing the Public’s Right and Need to Know with the Family’s Need for Privacy
      When Pittsburgh Mayor Bob O’Connor was diagnosed and hospitalized with a rare form of central nervous system lymphoma in July 2006, his health crisis played out on a public stage, and tragically ended with his death a brief six weeks later.  During the crisis, University of Pittsburgh Medical Center media relations staff worked closely with the City of Pittsburgh to keep the public informed through daily condition updates, press briefings and continual contact with reporters. This session will address the challenging task of balancing the public’s right and need to know with the family’s need for privacy, and managing the conflict of issues that arose during the crisis.
      Clare Collins, M.A.,M.Ed, University of Pittsburgh Medical Center
                                                                                                                                       .
  • 6:30 p.m. 
    • Networking Reception: Sponsored by the American Medical Association 

  • 8:00 p.m. 
    • End of Day One

 Thursday April 2, 2009

  • 6:30 a.m. 
    • Continental Breakfast
  • 8:00 a.m.  
    • Day Two Opening Remarks, Conference Chair
    • Case Study: Learn How a Visible National Medical Organization engages its Members in Public and Media Relations: the AAP harnesses the interests and expertise of several networks of its members to extend the reach of its communications messages
      From responding to hot topics in the media to energizing health promotion campaigns, physician members are a vital resource in reaching a wide audience across multiple platforms. Bothmembers and staff are key to forming and maintaining relationships with the media and other organizations in order to fully participate in today’s health stories. Hear how AAP’svolunteer Council on Communications and Media work withmembers and staff to shape, execute and maximize communications efforts. Exchange ideas about which tools best support members in their outreach efforts at the local level. Discuss how interests of an individual member can be successfully merged with the goals of the organization.
      Gil F. Fuld, MD, FAAP—Chair, Council on Communications and Media, American Academy of Pediatrics
      Gina Steiner, Director of Public Information, American Academy of Pediatrics
                                                                                                                                          .
    • Panel Discussion: Work/ Life Balance: Managing a Career in Media, a Medical Practice and a Family
    • Panel Discussion: PR Strategies on a Limited Budget; Negotiating While Working Within a Budget
    • Panel Discussion: Breaking into the Business; Think Outside the Box to Find Community Media Opportunities
    • Panel Discussion: Medical Student Focus; Interviewing the Patient, Uncovering the Patient’s Medical Story
  • 9:15 a.m. 
    • Workshop: Exploiting the “NEW” New Media and the “OLD”, New Media; Learn How to Create New Media and Package it for maximum reach
    • Workshop: Web Content Strategy: Writing for SEO and Web Users; in this workshop you’ll learn to write “web native, user focused” content that readers can digest quickly, search engines understand and communicates essential points efficiently.
    • Workshop: It’s Not As Easy as it Looks: On Camera Interviewing Skills; Produce, Narrate and Appear in your “own” Medical Story on DVD
    • Elective: Contract Negotiation
    • Elective: Learn How to Use Video and Editing Equipment to Get Messages Out Directly to the Public on the Internet (Part One-Prepare and Interview your Doctors on a Complex Medical Story)
    • Elective: Train the Trainer: Media Training For Your Association Spokesperson/s
  • 10:30 a.m.
    • Elective: Learn How to Use Video and Editing Equipment to Get Messages Out Directly to the Public on the Internet (Part Two-Edit the Interview, Post on YouTube)
    • Elective:Making a Living in New Media: Blog Monetization Strategies, Affiliate Partnerships and Ethics for Physicians
  • 12:00 p.m.  
    • Keynote Presentation: Behind the Face: An Insiders’ Look at a Near-Total Face Transplant
      Sponsored by the American Medical Association
      In December 2008, physicians at the Cleveland Clinic performed the country’s first near-total face transplant. In this compelling keynote presentation, Frank Papay, MD, Chair of the Clinic’s Dermatology and Plastic Surgery Institute, and Eileen Sheil, Executive Director of Media & Public Relations provide a behind-the-scenes look at the clinical, ethical and communications issues they addressed in planning, performing and announcing this landmark procedure.
      Frank Papay, MD, Chair of the Dermatology and Plastic Surgery Institute, Cleveland Clinic
      Eileen Sheil, Executive Director of Media & Public Relations, Cleveland Clinic
  • 1:00 p.m.
    • Luncheon  (NAMC Members Luncheon)
  • 2:00 p.m. 
    • Case Study: Quality First: An Advocacy Campaign Case Study, Raising the American College of Cardiology’s Engagement in Medicare and Health System Reform
      The American College of Cardiology (ACC) strongly believes that the medical community needs to be at the table for this very important discussion and in 2008 launched its “Quality First” campaign. The campaign is designed to raise the ACC’s engagement in Medicare and national health system reform to the next level and communicate ACC’s leadership efforts in the quality arena via a multi-faceted strategic advocacy and public affairs campaign. Over the course of the year, the ACC sponsored a Health System Reform Summit that brought together ACC members and leaders in the health care field to discuss issues related to health system reform. It also developed a “Speakers’ Bureau,” utilized its online and print publications to engage and educate members; and launched a blog and new Web site.  This session will look at lessons learned over the course of the year and highlight how these lessons are being used to guide the campaign as it moves into its second year. Participants will have the opportunity to engage in discussion around best practices learned from the campaign and share their own experiences.
      Steve Erickson, Chief Communication Officer, American College of Cardiology
                                                                                                                                      .
    • Elective: Twitter MD: Unleashing the Power of Social Media to Build Your Brand Online and Beyond
    • Elective: Mastering the Television News Interview: Learn How to Refine Messages into 10 Second Sound Bites, Compelling Images and Desired Outcomes
    • Elective: Let’s Give Them Something to Talk About: Widgets, Web Portals and Webinars Innovative Ideas, Awesome Creativity, Make Your Specialty Association Rock!
    • Elective: How to Get a Book Published; a Practical Guide to Getting Started
  • 3:15 p.m. 
    • Workshop: Don’t Let a Crisis Become a Disaster:  Practicing Effective Crisis Communications.  A crisis badly handled can damage public trust-and your bottom line.  Through this highly interactive session, learn how to recognize red flags, create a crisis team and strategy, identify spokespeople, and quickly prepare messages and communications tools when a crisis hits.
    • Workshop: RSS: How to Make a Tailored Wire Service; with a Set of Very Simple Tools, Create Your Own “wire service”–Tailored Feeds of the Highest Quality
    • Workshop: Advanced Media Training: On Camera Practice to Learn the Tricks the Pros Use to Keep Their Heads above Water and Go into Any Interview with Confidence
    • Elective: How Associations, Medical Centers and Non-Profits Can Use Video to Reach Key Publics with Online Communication, Social Media and Traditional Tools.
  • 4:30 p.m. 
    • Case Study:From Grass Roots to National Media “Developing Programs to Dispel the Myths of a Stigmatized Illness” / Fibromyalgia
      This case study will center on a nationally acclaimed “Leaders Against Pain” (LAP) scholarship program by the National Fibromyalgia Association. It is a multi-faceted customized program designed to educate and train support group leaders and advocates on media, advocacy and leadership training to raise awareness of Fibromyalgia with patient groups, medical professionals, the media, government officials and the general public.
      Lynne Matallana,President and Founder, National Fibromyalgia Association
                                                                                                                                       .
  • 6:30 p.m.
    • Networking Reception
  • 8:00 p.m.
    • End of Day Two

 Friday April 3, 2009

  • 6:30 a.m. 
    • Continental Breakfast
  • 7:00 a.m.
    • Breakfast Roundtable Discussion: Clear Communication: The Role of Health Literacy in Medical Communications
    • Breakfast Roundtable Discussion:Ethics of Blogosphere Syndication
    • Breakfast Roundtable Discussion: End of Life Communications; A Documentary Perspective, Cultural and Ethics Analysis
    • Breakfast Roundtable Discussion: Joys and Pitfalls of Marketing Your Book: Things Your Publisher Doesn’t Tell You
  • 8:45 a.m. 
    • Keynote Presentation: The E-volution of Medical Practice: Pilot Projects That Have Moved Cleveland Clinic to the Forefront of the Health Information Age
      The intersection of the computerization of clinical practice, web based information management and e-health initiatives, represents the nexus at which the ongoing advances that compromise the e-volution of the contemporary medical practice model will continue to occur. Cleveland Clinic has deployed an integrated series of e-health initiatives including secure, on-line patient access to personalized health information, remote second medical opinion services, and the use of digital health devices for from-home condition monitoring, all managed by a well-established and growing clinical information technology-based division known as e-Cleveland Clinic.  This presentation will describe the transformative process that has moved Cleveland Clinic to the forefront of the health information age. Also highlighted will be the work done by Cleveland Clinic physicians, information technology professionals, and patient volunteers in recent pilot projects for such exciting web-based services, such as Google Health and Microsoft Health Vault.
      C. Martin Harris, M.D., M.B.A., Chief Information Officer and Chairman, Information Technology Division, Cleveland Clinic
  • 9:45 a.m.  
    • Case Study:Developing a Communications Strategy for 1000 Network Physicians to Gain Buy-In on an eHealth Initiative to Ensure Physician and Patient Participation
      Centura Health is Colorado’s largest family of hospitals and health care services and one of the state’s largest private employers, operating 12 hospitals, seven senior living facilities and home care and hospice services.  Learn lessons of how to apply communication and marketing fundamentals to create a communication plan to accelerate culture change around a fundamental rework of how a healthcare system changed clinical workflow to accommodate a new Clinical Information System.
      Dianne McCallister, MD,Medical Director, Porter Adventist Hospital
                                                                                                                                           .
    • Elective:Medical Podcasting / Vodcasting “How to Manual: Computer Degrees not Required” Focus on Practical Mechanics
    • Elective: The Art of Nailing Your Audition—How to Show Your Best Side in a Brief Time
    • Elective: How To Be the Perfect Radio Guest or Host: Working Both Sides of the Mic! You’ll learn how to deliver key-word messaging and crisp phrases as you otherwise say too much, too little or just not deliver
  • 11:00 a.m. 
    • Case Study: Your Media Relations efforts–In House or Outsource? The Pros and Cons of Outsourcing and How to Negotiate Terms to Meet Budget and Remain Attractive as a Client
      The American Academy of Cosmetic Surgery has 2,200 members and a staff of 10. The Academy outsourced a PR firm for a campaign focusing on patient safety and cosmetic vs. plastic surgery. It was a huge step in the right direction, but after one year and hundreds of thousands of dollars on a nationally known firm, it had to be determined how to keep going: move efforts in house, or continue paying a firm? After moving in house, spending less money and less than a year the Academy has doubled the number of media impressions with just 1/5th of the budget.
      Charlie Baase, Communications & Marketing Manager, American Academy of Cosmetic Surgery
                                                                                                                                         .
  • 12:30 p.m. 
    • Luncheon
  • 1:00 p.m. 
    • End of Conference