Session Presentations
Below you will find links to the session presentations for the speakers who agreed to share them.
If the speaker shared their presentation, it will be located just below their bio.
Wednesday, October 18
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Shine Bright Like a Diamond: What Rihanna Can Teach Us About Healthcare Marketing
Ahava Leibtag, Aha Media Group
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What can healthcare marketers learn from Rihanna’s remarkable career?
1. How to adapt and reshape your brand to remain relevant in the ever-changing healthcare landscape.
2. The art of utilizing different content formats and platforms to expand your brand's reach and captivate diverse audiences.
3. The key to cultivating loyalty while attracting new followers and creating a passionate community around your healthcare brand.
Join us for this high-energy session, where we unlock Rihanna's marketing strategies and empower you to shine brightly in your healthcare marketing endeavors.
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Ahava, a 2020 inductee into the Healthcare Internet Hall of Fame as an Innovative Individual, has 20+ years of experience in content. She has consulted with some of the world’s largest firms to attract and grow their audiences. Ahava is the president and owner of Aha Media Group, LLC, a copywriting, content strategy and content marketing consultancy. She is also the author of The Digital Crown: Winning at Content on the Web and loves a great logic puzzle, a long game of Apples to Apples and anything that has chocolate.
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Diversity Through Design
Matt Caylor, Martin Communications
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Diversity, equity, and inclusivity are fundamental tenets of modern healthcare marketing. It is essential to reflect the community that healthcare systems serve. A critical but often overlooked step is to apply DEI principles to design. During this session, attendees will be taught how to embrace graphic design and development principles to ensure they meet all potential customers where they live, work, and play.
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Matt Caylor joined Martin Communications in 2022 after two decades spent working with local businesses, early-stage start-ups, and industry powerhouses to build their marketing strategies. Previously, he operated as an advertising liaison, digital marketing advisor, event organizer, media strategist, and digital trainer. Matt brings those skills to help educate healthcare marketers on the importance of diversity, equity, inclusivity, and belonging in their advertising design.
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The Art and Science of Understanding and Unpacking How Real People Use Your Site
Dean Schuster, truematter
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As marketers, we live in a golden age of user tracking and analytics tools. New ways to understand traffic, conversions, and bounce rates crop up daily. It’s a barrage of important statistics. Dizzying, but important.
It’s also incomplete. Lost in the mix are the real people behind the clicks. When folks come to your site, they come to do something. They have a goal in mind. How they go about trying to achieve that goal is where the rubber hits the road.
How do flesh-and-blood humans approach your site? What do they struggle with? What are you doing that gets in their way? What can people tell you that statistics can’t? How do you interpret those fancy stats anyway? How do you know if fixes aren’t making problems worse, not better?
In this session, we’ll answer these questions and explore:
- How to master the science of studying user behavior.
- Why you can’t trust opinions about digital products.
- Which marketing investigation tactics don’t work.
- How to plan the evolution of your site the right way.
- How to know for sure when you’ve really made things better.
Once you understand how to learn from real users, you’ll supercharge your marketing efforts and never look back. I’ll show you how.
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Dean Schuster has been envisioning and creating human-centered digital products since the advent of the commercial web. He is founder and owner of the user experience strategy firm truematter, leading the team to help national and international organizations change the way they do business online. He travels all over the world to speak and teach, mentoring professionals and challenging teams to a higher standard for digital experiences.
Dean is also an avid ultra-marathoner and trail racer, often found in out-of-the-way places, including Antarctica.
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Strategic Storytelling - Leverage Data to Create Healthcare Messaging with Measurable Results
Cherri Ellis, Spectrum Reach
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Learn how to create "Campaigns that work" in a video-rich format that includes plentiful Healthcare commercial examples. Examine the frontwork that makes a difference in your ROI before production ever begins, and learn how to leverage data to tell the right stories to the right people in the right way. Attendees will receive a code for a complementary thirty-second commercial that pairs their brand assets with AI tools for a broadcast-ready spot that includes licensed music and voiceover.
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Cherri Ellis is a National Creative Strategy Director for Spectrum Reach. Her team provides data-based insights and full creative services so that messaging is targeted, assets are impactful, and campaigns see measurable results.
Since receiving her BFA from Wright State’s School of Theater, Dance, and Motion Pictures, Cherri has worked across a spectrum of creative arenas; video production, on camera and voice talent, magazine columnist, and morning drive radio host.
Now with Spectrum Reach over 20 years and a grateful recipient of multiple industry awards, Cherri finds immense joy in helping clients of all sizes tell their stories through video.
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Service Line Marketing: Successful Strategies and Tactics
Vicki A. Lucas, PhD, Women’s Health Business Consultants
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Service Line structures are matrixed across organizations which makes them a challenge to engage all of the stakeholders, prioritize strategies and tactics, and demonstrate successful marketing outcomes. This session will provide actionable road maps on how to successfully develop, implement and measure Service Line Marketing Plans with return-on-investment (ROI) measurements that are meaningful to the senior executives and providers.
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Dr. Lucas has her Ph.D. in health care administration and finance and has over 30 years of experience as a Service Line Executive for two large health systems in Texas, Maryland, and Washington, D.C., and as a Service Line Business Consultant for > 400 clients. She has worked collaboratively to develop service line plans for cardiovascular, orthopedic, oncology, neurological, mental health, and women's health. Dr. Lucas has >500 presentations and publications on Service Line management and is an advisor to numerous healthcare agencies and boards of directors.
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What Drives Healthcare Consumer Behavior? Using Jobs-To-Be-Done to Understand Decision-Making Drivers
Steve Koch, Cast & Hue
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Healthcare consumerism has never been more real. People have more care options than ever before, and the way they utilize healthcare has evolved. Consider:
- The average person splits their healthcare amongst 4-5 healthcare provider brands each year.
- Urgent care sites have seen a 60% patient volume increase since 2019.
- 27% of people are deferring what they perceive as necessary healthcare.
What are the implications of this?
- Despite a focus on brand in healthcare for the last 20 years, there is very little loyalty
- The front door to health systems is getting less traffic
- Traditional healthcare organizations are losing patients to new entrants, competitors, and inaction
In this session, we’ll share how healthcare organizations can understand how and why consumers make decisions by utilizing Jobs-to-be-Done theory.
Jobs-to-be-Done (JTBD) is a theory of progress. People “hire” products and services in order to reach desired outcomes and make progress in their lives. When we understand what progress they are trying to make, and the desired outcomes they are trying to achieve, we will understand their job-to-be-done. By understanding the needs and motivations behind healthcare consumer decisions, organizations can create experiences and messaging strategies that meet those needs better than competitors, driving acquisition and loyalty.
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Driven by a passion to connect people with great ideas, Steve has been fortunate to partner with many remarkable brands and organizations in his career. His focus has always been on developing a deep understanding of consumer and patient needs in order to create better experiences and products. A facilitator and innovator at heart, Steve excels when utilizing a human-centered design approach to help people and organizations solve their most challenging problems. Steve’s experience includes work with many leading brands including Kroger, Vanderbilt University Medical Center, OhioHealth, Clif Bar, MedStar, Nebraska Medicine, Healthstat, and others.
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Analytics/PHI/Information Security Panel Discussion
Ben Dillon, Geonetric
Christy Jones, ReasonOne
Kathy Brucks, Lexington Medical Center
Moderated by Lauren Minors, ReasonOne
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In this panel discussion, presenters will breakdown the current Health and Human Services guidance on pixel tracking as well as current and emerging challenges associated with analytics and tracking, how marketing, legal and information security teams can partner to maintain compliance and stay ahead of risks, and what other tools could be at risk in the future.
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Ben Dillon is co-owner and Chief Strategy officer at Geonetric which he joined in 2000. Since then, Ben has become an influential voice in healthcare digital marketing and helps organizations across the country engage healthcare consumers by improving their digital experiences. He is a former SHSMD board president, a 2022 Healthcare Internet Hall of Fame inductee, and serves on the editorial advisory board for eHealthcare Strategy and Trends. A sought-after speaker and writer, Ben holds a master’s degree in eBusiness and strategic management from the University of Iowa and a bachelor’s degree in computer engineering from the University of Michigan.
Christy Jones is Director of Marketing & Optimization at Reason One. With 20 years of marketing experience, Christy helps companies drive traffic, gain leads, and maximize revenue from their online channels. She has implemented complex data analytics for numerous healthcare and nonprofit clients. She holds an MBA from the University of Maryland.
Lauren Minors leads strategic partnerships and marketing for Reason One, overseeing branding, marketing, business development, and platform alignment. She has 15+ years of experience as an in-house marketer serving the healthcare, manufacturing, aviation, automotive, and higher ed markets. She holds a Master of Arts in Professional Communication from Clemson University and is a member of the improv company at Theatre 99 in Charleston, SC.
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Leveraging Internal Communications to Successfully Navigate Change Management
Karen Landis, Firstup
Chris Berger, Atrium Health
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Over the past decade, there has been a significant rise in mergers and acquisitions within healthcare. One noteworthy example is the merger of Atrium Health and Advocate Aurora Health, resulting in the formation of Advocate Health.
M&As are no easy task. However, effective communication plays a crucial role in alleviating the challenges and discomfort that may arise. Chris Berger, VP and Head of Enterprise Communication at Atrium Health, will shed light on how the utilization of the Teal Insider platform, powered by Firstup, ensures that employees remain well-informed and actively involved throughout this transformation.
One of the first things Berger helped Atrium Health with was modernizing how communications were delivered across the enterprise. Atrium Health implemented Teal Insider in 2019 which includes not only organizational updates, but also role-specific and targeted information, employee stories, and employee-submitted content. The approach works especially well with caregivers who aren’t sitting behind desks awaiting emails.
There are several business critical initiatives that the communications team is helping to drive, including employee retention and satisfaction. In partnership with HR, Berger and team are focused on ensuring employees have what they need to be productive and what they want to be connected to the organization.
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Karen Landis is a native of New York but currently calls Atlanta home with her husband and daughter. She has 10+ year of experience in Customer Success. She has been with Firstup for over 4 years and leads the Enterprise Customer Success Team. As part of this, she manages healthcare accounts across the Firstup customer portfolio.
As a professional communicator for more than 25 years, Chris Berger has extensive experience leading high-performing and impactful communications teams across multiple industries. He is passionate about using storytelling to align communications with business strategy, values, brand and culture.
Chris Berger has been at Atrium Health since the beginning of 2017, having previously served in various senior-level communications roles for Walmart, in Bentonville, Arkansas, leading large-scale change and programs while communicating to an audience of more than 2 million global employees. He also has experience in government, banking, and financial services sectors.
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Healthcare SEO Demystified: Unlocking E.E.A.T for Improved Authority
Bryan Cush, Tidal Health Group
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Establishing online authority for healthcare websites is crucial. With the amount of medical information available online, users rely on search engines to find trustworthy sources. This is where the concept of E.E.A.T. comes into play. E.E.A.T., stands for Experience, Expertise, Authority, and Trust, and plays a pivotal role in healthcare search engine optimization (SEO) strategies.
We will dive into healthcare SEO and demystify the process of unlocking E.E.A.T. for improved authority. We will explore how healthcare websites can utilize E.E.A.T. to gain a competitive edge in search engine rankings and effectively reach their target audience.
We will cover the importance of showcasing subject matter expertise, building a strong online reputation, and establishing trust with users.
The presentation will provide practical tips and strategies for implementing E.E.A.T. principles in healthcare SEO efforts. From optimizing content to highlighting credentials and reviews, we will explore actionable techniques that can enhance a healthcare website's authority and visibility in search engine results pages.
You will gain invaluable insights into the power of E.E.A.T. to improve online authority, attract more visitors, and provide users with trustworthy healthcare information.
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Bryan Cush is the technical co-founder of a marketing technology and service agency solely focused on healthcare. With over 10 years of experience in the industry, Bryan and his team have a proven track record of creating and executing successful marketing campaigns for healthcare brands. His expertise lies in leveraging data-driven insights to build digital authority and drive patient acquisition.
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Thursday, October 19
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National Consumer Insights Study: Are You Ready for Disruption?
Rob Klein, Klein & Partners
Laila Waggoner, Core Creative
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Learn what 1,000 consumers nationally have to say about a variety of healthcare topics including primary care access and experience challenges, provider trust, the influence of reviews, upfront pricing and billing challenges, how they are reacting to all the disruptors changing the healthcare landscape, and many more timely topics.
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Rob Klein has been in market research for nearly forty years working with fortune 500 companies and many leading healthcare brands across the country. He has owned Klein & Partners for 18 years and focuses solely on providing market research and brand consulting services to hospitals and health systems across the country.
Laila Waggoner, VP, Strategic Partnerships with Core Health, has an extensive background in strategic healthcare marketing, spanning more than 30 years of experience working with regional health systems, community hospitals, academic medical centers, managed care organizations, and B2B healthcare brands in markets across the country in health system and agency leadership roles. Laila provides unique insight into how to leverage the strategic marketing, branding, and creative communications resources of an agency partner.
A graduate of the University of Notre Dame, Laila currently serves as a SHSMD mentor and as co-chair of SHSMD’s Recognition (Rising Stars) committee.
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Staying Strategic with a Small Digital Team that Centers and Celebrates its People & Patients
Kelly Rae Edgar & Kendall Brogdon, MUSC
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Over the last two years, MUSC Health has grown, opening multiple new hospitals and expanding our reach across South Carolina. Our digital marketing team remains small while social media trends evolve beyond our bandwidth. We had to ask ourselves, how can we keep up?
In this talk, Kelly Rae Edgar and Kendall Watford cover how we narrowed our focus and got strategic by centering people: aiming for everyone, from patients to care team members, to feel seen and heard. To be educated and inspired. To let MUSC Health help them live long, healthy lives.
What you’ll learn about small digital team strategy
— Engage! Centering quality over quantity with more meaningful content
—Demystify! How to create/further define your social media style guide
—Fortify! Strengthening your brand and social media presence through channel consolidation
—Recycle! Repurposing content, even years-old articles—for multiple platforms, even TikTok (yes, TikTok!)
—Collab! How we’re outsourcing content collection to care team members
—Get transparent! How to build trust with employee ambassador marketing, using social media to leverage HR campaigns and inspiring folks to change what’s possible with us
We’re small but feeling strong, and we can’t wait to meet you and share our experiences!
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With a Master's in Journalism, Kelly Rae Edgar, MS, has been everything from an online production journalist at Scotland's national newspaper to music editor of a Charleston alt-weekly. She has ghostwritten books for ForbesBooks authors, including a physician, burn survivor, and crisis marketing expert; owned a vintage clothing business; and ran an award-winning vintage market. A life-long creative and content creator, she's well-versed in content strategy, SEO, social media marketing, and blogging for organizations ranging from startups to Fortune 50 companies. Now as an MUSC Health Digital Marketing Coordinator, Kelly Rae loves creating meaningful content that resonates with real people.
Kendall Brogdon Watford works as a Senior Campaign Manager at MUSC Health, where she leads strategic, multi-channel marketing campaigns to support the recruitment efforts of human resources teams across the health system. She plans and implements marketing strategies to drive applications, candidates, and ultimately hires. She previously worked as a Digital Marketing Coordinator where she managed MUSC Health's digital presence across numerous marketing channels, from social media to digital listings to MUSC’s own website. She is a certified Digital Marketing Professional with the Digital Marketing Institute and an American Marketing Association Professional Certified Marketer in Digital Marketing.
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Driving Employee Engagement Through Gamification (How We Hacked Buzzfeed and Wordle for Internal Comms)
Shannon Swiger, Novant Health
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Seeing the toll COVID took on team members, the internal communication team at Novant Health created 5 to Thrive — a yearlong campaign with weekly challenges to encourage team members to “take time for YOU and to reconnect to your purpose.” Designed as 5-minute “brain breaks,” topics ranged from well-being offerings like yoga and meditation to organizational priorities like patient engagement, safety and quality, and diversity, inclusion, and equity. With more than 161,576 impressions and 65,927 challenge completions, 5 to Thrive exceeded previous gamification engagement and surpassed campaign goals. The best result of all? 92% of participants reported feeling connected to their purpose and 88% stated they would recommend Novant Health as a place to work.
Learning Objectives
After attending this engaging breakout session, participants will understand how to:
- Develop small, inspiring 5-minute exercises that help your employees connect to their purpose, their team, and their employer.
- Leverage technology to create engaging Buzzfeed-style personality quizzes and Wordle-inspired puzzles that deepen employee connection to your mission and business objectives. - Unleash the power of a modern gamification approach — and have fun doing it.
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Shannon Swiger is director of internal communications at Novant Health. In this role she drives the organization’s strategy and approach to clinical communications, including physician, nursing, medical staff and safety/quality communication. Previously, she worked in communications for Johns Hopkins Medicine.
Shannon was recognized as a 2022 Rising Star by the Society for Healthcare Strategy and Market Development. She received her B.A. in journalism, mass communication and political science and an M.B.A. from the University of North Carolina at Chapel Hill.
She serves on the Board of Directors for Disability: IN North Carolina and is past co-chair of the Novant Health Persons with Disabilities business resource group.
Shannon lives in Carolina Beach with her husband and two children.
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Bridging the Gap: Aligning Marketing and HR for Recruitment and Retention Success
Susan Dubuque, ND&P
Kevin Stranberg, Memorial Medical Center
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Staff recruitment and retention will remain a high priority as healthcare facilities experience record numbers of retirements and burnouts — while fewer people choose healthcare careers. Marketing professionals have the opportunity — and an imperative — to step up and partner with their HR colleagues to help address the manpower shortages that are crippling healthcare organizations across the county.
In this session, we’ll share a proven methodology for applying a marketing model to recruitment and retention (R&R) and best practices deployed by a healthcare system to align HR and marketing in a collaborative effort.
Participants in this will be able to:
• Define the components of a marketing-based R&R plan.
• Describe the mechanism to enhance employee satisfaction.
• Understand the importance of aligning HR and marketing efforts to tackle the talent shortage.
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Susan Dubuque is a cofounder of NDP Agency, a marketing and advertising firm based in Richmond, Virginia, and a nationally recognized expert in behavioral marketing. She literally wrote the book on marketing’s role in health improvement, Gearing Up for Population Health: Marketing for Change, published by the SHSMD. She has a master’s degree in counseling. Prior to entering the healthcare marketing field, Susan worked as a college career counseling.
Kevin Stranberg serves as Director of Strategy and Patient Experience for Memorial Medical Center and President of Stranberg & Associates. Stranberg has served in leadership roles of the Wisconsin Healthcare Public Relations and Marketing Society and the SHSMD (AHA affiliate). Stranberg is in the inaugural call of Certified Patient Experience Professionals (CPXP). Stranberg is recognized for his work as a speaker, strategist, trainer and facilitator.
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Getting Into Branded Podcasts
Yeosh Bedayan, Push Button Productions
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Creating engaging branded content has always been a tough nut to crack. Not only is it costly to produce, but walking the line between informing and selling can be tricky. Enter the branded podcast, a way for brands to create authentic content in an easily digestible format that consumers are looking for. Whether it's storytelling, informational, or entertainment-focused, creating a branded podcast could be another weapon in your arsenal. Yeosh will give you some ideas, tips, and tricks for developing concepts and pitching your podcast ideas to your team He'll break down the process developed by his company, Push Button Creative Audio, and share promotional, audio branding, and measurement tools to help you along the way.
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Yeosh works in advertising and is 6'1". At least that’s what his Bumble profile has reduced him to.
Yeosh is a University of Florida alum and a founder and partner at Push Button Creative Audio – a quirky Orlando-based production company that develops audio brands for regional and national advertisers. Push Button’s clients include the US Centers for Disease Control, Tito's Handmade Vodka, MasterSpas, The Trade Desk, Budget Blinds, and First Watch, and over 50 credit unions nationwide. Check out PushButtonProductions.com
Yeosh is also a Past Chairman of the National American Advertising Federation's Council of Governors, as well as a Past Governor of the AAF District 4.
Yeosh loves to run, hit the hiking trails, and camp out when he's not on endless Zoom calls.
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Big Data and Thick Data: Why You Need Both
Danny Fell, Optum
Dean Browell, Feedback
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It’s easy to lose yourself in the potential for Big Data, or even AI, even when you already have it; moreover, when your internal champions (from the people who analyze it to those who paid for it) leave, you’re stuck with a capital expense that’s easy to ignore and move past. What we need is data that keeps giving back and can be refit and resized; data that truly represents its audience and their behaviors. It could be a way to break down barriers and improve buy in but more than anything it could tell real stories that help make decisions. This is why qualitative needs to live with quantitative Big Data in rich ways, not competing ones; let’s get to Thick Data. With the huge focus on AI, Big Data, and things like predictive models right now, marketers need to see the power of combining these with better qualitative approaches that will accelerate insight-building and marketing success.
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Danny Fell has over thirty years of healthcare marketing experience working with some of the largest healthcare brands in the country. Nationally recognized for his writing and speaking on topics ranging from ratings and rankings to digital strategies, Danny’s articles have appeared in HealthLeaders, Modern Healthcare, and Strategic Health Care Marketing among others. He is the co-author of A Marketer’s Guide to Market Research and a member of the editorial advisory board of eHealthcare Strategy and Trends. In addition, Danny has served on the board of SHSMD, as president of TSHMPR and received the John A. Eudes Vision & Excellence Award.
Dean Browell leads Feedback’s research as resident PhD with a passion for how generations interact online. His work can be seen across many industries including tourism, automotive, retail, healthcare, and education. Dean served for six years as a Board Member of the Society for Healthcare Strategy & Market Development (SHSMD) and is the President of the Board of Directors for The Poe Museum. A co-author of the book Don't You Forget About Gen X, Dean teaches Social Media Research at Virginia Commonwealth University's School of Business and is a co-founder of the cultural education project Hidden In Plain Site.
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Cultivating Creativity
Heather R Price, Chernoff Newman
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How do you define creativity in today's advertising/marketing/pr space?
How does AI play into our creativity?
How do you motivate teams creating across multiple teams and offices?
We'll cover these topics and more as we discuss how to cultivate creativity in today's changing marcomm landscape.
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Through strategic and creative direction, Heather helps create and maintain brands for some of the agency’s most high-profile clients. No matter what client she’s working with, Heather has her finger on the pulse of what’s next in the interactive and social realm – and how these new means of communication layer with more traditional mediums to form a omni-channel approach to marketing. No matter where these messages come to life, she still relishes the moment that an idea moves from concept to reality.
In her 25+ year career, Heather’s work has earned countless local, regional and national awards. Heather leads the creative and client engagement teams at the agency, focusing on strategically driven work that both achieves results for our clients and delights consumers through creativity. She is a guest speaker at numerous marketing events and in the college classroom, and has also served as a juror in the creative field.
Heather is a member of the 2014 class of Leadership Columbia, the 2015 class of The State newspaper’s 20 under 40 and currently serves on the board for EZE Mentoring and the WAGE committee for the Women’s Rights and Empowerment Network.
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99 Bottles of Tech on the Wall
Bailey Lewis, Words First Content Strategy
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This interactive, audience-driven, never-the-same presentation calls on the winds of chance and your favorite random numbers to highlight top technology communications practices that will transform your digital content forever. You, the audience member, help to form this presentation as we go, simply by sitting back and calling out your favorite numbers from 1 to 99. Each number corresponds to a content-altering practice for you to take back to your own work the very next time you’re at a computer. By the end of the session, you will have built a unique and inspiring set of communications tools to implement for stronger outcomes, more enjoyable creation practices, and more meaningful human-to-human communications through the least human medium of all: the screen. Through the serendipity of random numbers, your experience of this presentation will be totally unlike that of any other audience who has attended it. The only number and corresponding practice that shows up in this presentation every time? Number 100. You’ll have to join in to find out what it is. We’ll cover a lot of value and have a super good time doing it. There’s a reason they scheduled this one right before cocktail hour. ;)
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Bailey Lewis is the founder of Words First, where she teaches her signature approach to digital content upskilling to help communicators advance their careers.
Nearly 1,000 case studies inform Bailey’s expertise, collected from more than a decade leading content technology projects that focus on human-to-human communications in digital spaces.
Today, Bailey guides leaders and teams all over the world, helping them to harness the magic of words and the power of the human experience online.
It’s time, Bailey believes, for communicators to finally take their seat at the digital table.
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Friday, October 20
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Quadruple Aim: How Hospital Marketing is Becoming the Linchpin of Value-Based Healthcare
Tanya Abreu, Abreu & Associates
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In this innovation-driven, aha-filled interactive session, you will explore the perspective of hospital marketing as the “missing piece” in the puzzle of value-based healthcare in the United States. If we stop seeing hospital marketing as a somewhat necessary public relations, community events, or advertising budget and, instead, see it as a core element of value-based care, remarkable things happen. The “quadruple aim” of hospital marketing and communications focuses on enhancing the patient experience, improving population health, reducing costs, and improving the work life of healthcare providers.
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Healthcare evangelist, hospital network builder, fundraiser, sales achiever, and international healthcare industry expert, Tanya Abreu has 30+ years of experience in healthcare marketing innovation and the turnkey syndication of profitable healthcare business models.
Tanya currently serves as co-founder and senior advisor to Power Up Nursing, an omnichannel media platform to improve the lives of nurses and the patients they serve. She is also a fractional Executive Director of Yako Connected Community Care (YC3), a global leader in bridge technology and healthcare partnerships that improve the health, well-being, and quality of life for underserved communities. Tanya is an advisor and technical consultant to healthcare startups and new technologies that can create lasting change in equitable and profitable healthcare delivery in the United States.
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Social Media Panel Discussion
James McGurk, UNC Health
Ashley Brown, Atrium Health
Emma Vought, MUSC
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James McGurk - With over twenty years of experience in marketing and social media for high-profile clients including Sony, PBS Digital, Universal Music, and many others, James McGurk brings a wealth of experience to the table. He is a board member of SocialMedia.org/health and also serves on the Patient & Family Advisory Council (PFAC) at the North Carolina Cancer Hospital. In his current role as Content & Social Media Manager for UNC Health, McGurk serves as the system expert on all things social, from crisis communications to content marketing and public relations.
Ashley Brown - As an award-winning public relations and communications professional with 20 years of experience in the corporate and nonprofit industries, Ashley leads the Clinical Communications team at Atrium Health, which is responsible for the strategy and execution of service line communications, including media relations, brand journalism and service line specific social media accounts. The team provides key council to service line leaders regarding communications.
Ashley holds an Accreditation in Public Relations and serves on the board of the Charlotte Chapter for the Public Relations Society of America as well as the Healthcare Businesswomen’s Association. She is a graduate of Clemson University where she received a Bachelor of Arts in English and Journalism and a Master of Arts in Professional Communication.
Emma Vought -
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Communicating Human-to-Human in a World of Robots: Our Responsibility to People on Both Sides of the Screen
Bailey Lewis, Words First Content Strategy
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Artificial intelligence and other emerging technologies are transforming the way we work, live, and communicate at rapid and sometimes alarming speeds. These changes bring exciting opportunities to innovate and improve but they also raise the question: What is our responsibility to the people—both audiences and team members—impacted by these shifts? How can we ensure that our organizations stay relevant and competitive while prioritizing the experience of the real people we exist to support and serve? Join us in exploring the intersection of emerging technologies and human-to-human communications. We’ll discuss the importance of committing to human-focused digital decision-making, even as we answer the pull of innovation. Real-world examples will help us examine successful approaches and see the implications when we fall short of treating humans like humans online. You’ll leave this session with a road map of actionable steps for you to help your organization ensure that your digital communications support our collective responsibility to prioritize the human experience in the face of world-shifting technology. No matter your role or size of your organization, you’ll leave feeling more prepared to meet the challenges and opportunities that lie ahead—and keep human at the same time.
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Bailey Lewis is the founder of Words First, where she teaches her signature approach to digital content upskilling to help communicators advance their careers.
Nearly 1,000 case studies inform Bailey’s expertise, collected from more than a decade leading content technology projects that focus on human-to-human communications in digital spaces.
Today, Bailey guides leaders and teams all over the world, helping them to harness the magic of words and the power of the human experience online.
It’s time, Bailey believes, for communicators to finally take their seat at the digital table.
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