Agenda

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Day 1

Thursday, October 27, 2022

All times below are Eastern Time
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09:15AM – 09:45AM

Online

Registration

09:45 AM

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09:45AM – 10:00AM

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Welcome

Opening Remarks from the Co-Chairs

Philip De Souza
Director, Communications and Marketing,
HIROC

Jennifer Schipper
Founder, and President
Arc Communications

10:00 AM

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10:00AM – 10:40AM

Session 1

The Way Forward: How Communicators and Healthcare Advocacy Can Influence a System Wide Recovery

Moderated by: Philip De Souza, Director, Communications and Marketing, HIROC

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There are many lessons learned that have come out of the pandemic, both negative and positive.

This panel will address some of those lessons and how we may see the communications role shifting over the next few years, as well as discuss what we as communicators can contribute to the overall advocacy of healthcare on a larger scale.

Key Session Takeaways Include:

  • Best practices and strategies for communicating essential messaging

  • How best to report information to ministries and other healthcare leaders

  • Communicating reductions, or increases in the incidents of alternative levels of care

  • What you as a department can do to solve critical issues as they arise

  • Best practices and strategies to foster a positive health system reform

  • The power of collective influence

  • How you as a communicator can measure success

Tyler Chalk
Vice President, Strategy, Analytics, and Communications,
Southlake Regional Hospital

10:40 AM

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10:40AM – 10:45AM

Transition to Next Session

10:45 AM

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10:45AM – 11:30AM

Session 2

Social Media Best Practices, Platforms and Lessons Learned: Engagement, Reach, and Positive Outcomes

Moderated by: Jennifer Schipper, Founder, and President, Arc Communications

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We are all used to social media and its use both for work and leisure. Increasingly it has become our key method of communication with the public and an important platform for getting our messages out to a wider audience.

Even if you are not the person responsible for posting on social media, on some level, we all still find ourselves involved in the strategy and execution.

Join in on the discussion as we break down some of the lessons learned in communicating healthcare-related information through social media over the past year.

Key Session Takeaways Include:

  • Facebook, Instagram, Twitter, TikTok: When to use one platform over the other
  • Dealing with “trolls”: When to engage and when to block
  • The Good, the Bad and the Ugly – what are we seeing out there that works and doesn’t work

Kevin Parent
Public Health Program and Project Management Officer, Ottawa Public Health

Amanda Higginson
Public Health Project Officer,
Ottawa Public Health

11:30 AM

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11:30AM – 11:45AM

Break

Morning Break & Sponsor Booths

11:45 AM

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11:45AM – 12:30PM

Session 3A

Internal Communications: Creating Dynamic Functioning Teams

Moderated by: Philip De Souza, Director, Communications and Marketing, HIROC

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With healthcare teams being more integrated, and the speed with which information must travel increasing, there has never been a more vital time to optimize your internal communications strategy.

Learn how your organization can improve your internal communications to drive engagement and efficacy. 

Some of the key discussion topics will include:

  • Best practices for engaging physicians and other front-line staff
  • Building morale among your team, and creating dynamic collaborations
  • Creating supporting dialogue with leadership
  • Communicating the value of staff within the organization’s strategic plan

Stephanie Ryan-Coe
Director, Corporate Communications,
Ontario Health

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11:45AM – 12:30PM

Session 3B

Crisis Communications: The Protocols, Processes, and Language Communicators Need to Know

Moderated by: Fannie Vavoulis, Director of Communications, Chatham-Kent Health Alliance

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There will be moments in everyone’s career when there are critical events that will need to communicated successfully to the Ministry, health leadership teams, internal teams, and/or the general public.

From violent patients to mass casualties, there are many different scenarios and protocols you need to be aware of that will be discussed in this presentation.

Key Session Takeaways Include:

  • How do you plan for crisis communications when the crisis has no end such as Covid?
  • How certain health team roles differ during codes, such as Code Green, Silver, Black, etc.
  • How to best communicate up and down the chain of command
  • Best practices in working with the media
  • Communicating with the public on ER closures and other services

12:30 PM

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12:30PM – 01:15PM

Break

Lunch

01:15 PM

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01:15PM – 02:00PM

Session 4

Artificial Intelligence and Machine Learning (AI/ML): Creating and Monitoring Internal and External Communications

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We are seeing more healthcare teams working with software that deploys AI and/or ML. Many functions in the hospital setting are already heavily invested in automation and predictive analytics.

With staff shortages and more 24/7 communication requirements, this is an ideal opportunity to integrate AI and ML into your back-office operations. From automating social media posts to communicating with internal teams, there are many opportunities to change the communications landscape.

Key Session Takeaways Include:

  • Key trends we are seeing in the industry
  • Why AI is gaining traction, yet still allowing for customization as needed
  • How to increase efficiency in communications across all platforms
  • How technology is driving higher engagement with better monitoring and measurement data

02:00 PM

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02:00PM – 02:15PM

Break

Afternoon Break & Sponsor Booths

02:15 PM

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02:15PM – 03:00PM

Session 5

Case Study: Michael Garron Hospital
Challenges and Solutions to Maximize Outcomes in Recruitment and Retention

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Staffing shortages are an issue across the healthcare sector, not just on the clinical side. Finance, IT, HR, and Communications are similarly challenged.

Staff turnover occurs across departments, burnout remains a real concern, and attracting new talent under the current tight job market is difficult.

While this situation may seem challenging, there are many opportunities available to drive both retention and recruitment.

Michael Garron Hospital embarked on a digital marketing campaign for the hospital to help with nurse recruitment. It was largely successful, involving a digital marketing campaign.

Key Session Takeaways Include:

  • What did the campaign look like and what reach and success did we see?
  • What did the analytics of the campaign reveal?
  • How to build momentum on the onboarding phase, and what did the surveys reveal.
  • What enhanced leadership development opportunities can we provide to increase job satisfaction and retention.
  • How to create dynamic work environments that compete with the private sector.
  • What is the low-hanging fruit to address staff shortages and burnout?

Erica Di Maio
Director, Corporate Communications and Community Engagement, Michael Garron Hospital

03:00 PM

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03:00pm – 04:00pm

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Closing & Activity

Closing Remarks and Interactive Networking Trivia Session – Kahoot! (Optional)

Day 2

Friday, October 28, 2022

All times below are Eastern Time
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09:30AM – 09:50AM

Online

Registration

09:50 AM

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09:50AM – 10:00AM

v

Welcome

Opening Remarks from the Co-Chairs

Philip De Souza
Director, Communications and Marketing,
HIROC

Jennifer Schipper
Founder, and President
Arc Communications

10:00 AM

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10:00AM – 10:45AM

Session 6

Session TBA

Moderated by: Philip De Souza, Director, Communications and Marketing, HIROC

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Session description coming soon…

Lori Marshall
CEO, Chatham-Kent Health Alliance

10:45 AM

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10:45AM – 11:00AM

Break

Morning Break & Sponsor Booths

11:00 AM

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11:00AM – 11:45AM

Session 7A

Equity Diversity and Inclusion (EDI): Best Practices and Lessons Learned for Building Bridges and Acceptance in Communities

Moderated by: Brian Sankarsingh, Performance/Information Management Communication and Engagement Liaison; Communications GP, Alliance for Healthier Communities

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All healthcare organizations are committed to EDI best practices, however, they are not always confident in executing those practices.

Creating messaging that is sensitive to EDI is essential, but difficult in practice. In this deep dive, we look at how organizations can deliver effective messages to their diverse communities while remaining humble and open to feedback.

Key Session Takeaways Include:

  • Negotiating and meeting the changing language around EDI
  • Practical considerations for moving beyond flags and pronouns
  • How to communicate with patients and the public where health equity is a serious issue
  • How to demonstrate to the community you are progressing
  • Understanding key phrases and words to avoid – and some to include
  • How smaller organizations can adapt
  • Where the biggest missteps occur for communicators
  • Ensuring supportive tools such as apps are inclusive
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11:00AM – 11:45AM

Session 7B

Leadership in Communications: Best Practices in CEO Transitions

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Session description to be announced…

Paris Semansky
Director of Communications and Public Affairs
CAMH

11:45 AM

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11:45AM – 11:50AM

Transition to Next Session

11:50 AM

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11:50AM – 12:30PM

Session 8

SickKids VS: A Multimedia Case Study in Driving Engagement

Moderator: Jennifer Schipper, Founder, and President, Arc Communications

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The SickKids VS initiative began in 2016 and became incredibly successful. SickKids broke their fundraising efforts, but the goal continues.

Their campaign “SickKids VS” was also successful in building engagement and reach across all media. They not only won several awards; they created a movement within the GTA.

This discussion will focus on how the goals of the campaign were developed and executed, and some of the outcomes.

Key Session Takeaways Include:

  • Why the campaign was developed, and what is required

  • What the campaign means for SickKids and future fundraising goals

  • What the engagement and media metrics show

12:30 PM

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12:30PM – 12:35PM

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Closing

Closing Remarks from the Co-Chairs and Adjournment

Philip De Souza
Director, Communications and Marketing,
HIROC

Jennifer Schipper
Founder, and President
Arc Communications

More Soon

Stay tuned for further session and speaker announcements

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