Please note that some courses are offered more than once. New courses are noted with their descriptions in Purple. |
| |
Workshops are 2.75 hours long and are hands-on sessions that include ample on-camera practice, feedback from faculty, and the opportunity for peer learning by watching other participants.
Elective courses are 1.25 hours long and are primarily lecture format with video examples and particpant interaction. Combine two electives to fill a morning or afternoon programming block.
Conference objectives
Depending on the course schedule selected by the individual participant, attendees will be able to do any or all of the following after attending the AMA Medical Communications Conference:
- Identify and define the perspective of news media and supply information needs based on conference experience and workshops.
- Deliver medical and healthcare news more effectively and more professionally based on on-camera exercises and faculty feedback.
- Construct and deliver a more effective speech based on speaker training experience and faculty critiques.
- Develop and edit a television report incorporating stand-up, b-roll and voiceover based on workshop experience.
- Recognize the role experts play in the dissemination of medical and healthcare news via traditional broadcast and electronic news media.
- Evaluate the efficacy of new and emerging communications technologies as potential, strategic vehicles for disseminating necessary medical/health news and information.
|
| |
|
|
|
| |
April 16, 2008
Plan to arrive in San Diego early enough on April 16 to take advantage of these pre-conference sessions:
Pre-conference panel and workshops
Making medical news: Perspectives from the newsroom
2:00-4:00 p.m.
To cover medical news well, you have to understand the perspectives from different television newsroom staff and what their priorities are. Hear from managers, producers, promotions staff, reporters and others: What makes a good story? What is promo table? What is logistically possible? Watch examples of successful stories and hear why they were successful. Find out what the media need to cover your story.
Panelists:
Alicia Booth, Anchor/Medical Reporter, WEWS Cleveland, OH
Sally Ann Cruikshank, Executive Producer, WFOR Miami, FL
John Mecham, Promotions, KING, Seattle
Monina Wagner, News Assignment Manager, WEWS Cleveland, OH
Moderator: Maria Simbra, MD,Medical Reporter, KDKA Pittsburgh, PA
The new social media: Use it or lose it
2:00-4:00 p.m.
Nearly all media are in the midst of dramatic transformation: Newspapers and broadcast TV are losing audience to the web. Blogs are replacing op-ed pages as the most effective platform for thought leaders. Podcasts are replacing radio broadcasts. Web social networks are proliferating. Widgets are reproducing. Anyone who plans to communicate in the world of healthcare has to learn about – and take advantage of – these new social media.
This session will feature experts on using new media to reach colleagues, business partners, community members, patients and interest groups. Areas covered include creation and distribution of video, use of social networks for professional networking and reaching the public, using blogs, widgets and social bookmarking to reach your target audience and more.
Panelists:
Jason Bhan, MD, Co-founder and chief medical officer, Ozmosis.com
David Rothman, Information Services Specialist, Community General Hospital Medical Library, Syracuse, NY
Eric Wright, Sr. VP, Marketing & Business Development, D S Simon Productions Inc
Moderator: Craig Stoltz, Independent Web Consultant
Special sessions
Green room and one-on-one critiques
Whether the format is peer learning and feedback or receiving one-on-one attention from a pro, several specialized sessions are offered to help improve your delivery and individual presentation style. Select a green room session for group feedback or a one-on-one critique to sharpen your skills.
Green room
4:30-6:00 p.m.
For those already on the air seeking peer feedback in an intimate small-group setting, the green room sessions are just what the doctor ordered. Bring your tapes and questions for a frank session led by practicing physician broadcasters.
Faculty: To be announced
One-on-one critiques
4:30-5:30 p.m.
Whether you are a newcomer to the field or an experienced pro, sometimes you need individual attention to move to the next level of performance. Work with a pro to get individual coaching on your delivery, vocal style, posture, wardrobe and other polishing tips necessary for success.
Faculty: To be announced
Note: One-on-one critiques are available on a first-come, first-served basis and sell out quickly.
Networking Reception
6:30 to 8:00 p.m.
|
| |
|
|
|
| |
April 17th, 2008
Breakfast Keynote
7:30-9:00 a.m.
Dr. Julian Bailes & Dr. Larry Roberts, with Amy Johns
"Doctoring through a Media Frenzy" – In early January 2006, news media from around the world descended on a small town in West Virginia after an explosion at the Sago Mine. Almost two days later, the lone survivor from a group of 13 miners was pulled from an underground chamber that had flooded with toxic gases. Two West Virginia physicians were on the front lines throughout the chaotic media frenzy that surrounded their trauma center in the days and weeks following the tragedy. Drs. Julian Bailes and Larry Roberts, along with WVU Healthcare communications staffer Amy Johns, will discuss how they navigated the medical and media challenges that accompanied this tragedy and how their ability to do so successfully played a crucial role in saving the life of coal miner Randal McCloy, Jr.
Workshops and Electives
How, when, and (most importantly) why: Best practices for healthcare blogging
(Elective)
9:15-10:30 a.m.
If it seems like everybody has a blog these days, you're half-right. By one measure, the number of blogs launched is over half the size of the U.S. adult population. But if you want to use a blog tactically – to reach patients, the community, other professionals, diverse interest groups – you need to know what to write and how to get it read. In this session, you'll learn how, why and when to blog – and get a three-minute tutorial on setting one up. You'll also get a one-page list of the five essential blogging best practices. Learn from a pro who has launched physician blogs as editorial director of Revolution Health, blogs for HealthCentral.com, contributes to the Health Care Blog, coaches a number of bloggers in the healthcare space and formerly edited the Health section of The Washington Post.
Faculty: Craig Stoltz
Podcasting: The next generation
(Elective)
9:15-10:30 a.m.
1:30-2:45 p.m.
Along with blogs and vodcasts, podcasts remain one of the mainstays of social media. Now podcasting has entered its second generation in synchrony with PowerPoint presentations. At Johns Hopkins, these productions are called ‘powerpods,’ and they answer many of the requirements for a visual component to accompany audio for end users sitting at a computer while maintaining their ability to be downloaded onto an iPod or other mp3 player and remain portable. This workshop will dissect a powerpod presentation into its components and instruct participants in how to build their own, while illustrating the many advantages of this medium – especially production costs and ease of use.
Faculty: Elizabeth Tracey, MS
What runs on the editorial page?
(Elective)
9:15-10:30 a.m.
1:30-2:45 p.m.
Learn what newspaper editors and editorial boards are looking for from opinion leaders in their communities. More important, learn how to leverage this knowledge in getting your bylined opinion pieces or letters published and strategies for convincing an editorial board to endorse your position. The editor of The San Diego Union-Tribune opinion pages, who is also a member of the newspaper’s editorial board, will share an editor’s perspective.
Faculty: Bernie Jones
Create a video communications program that won't scare your bosses
(Elective)
9:15-10:30 a.m.
The popularity of YouTube and other video hosting sites has raised the bar for communicators. Employees and other audiences now expect to see video on your Web sites and intranets. But what if the only video you've ever taken was on your family vacation? How much money do you have to request from your boss? This session will answer those questions and take an in-depth look at what is being done by health organizations and what’s the FDA’s take on this new form of communication. Before you head to this conference, find out if your intranet or Web site support video, if your IT team is ready to help, or if you have to go it alone. Then, after attending this fast-paced, engaging session, you'll know how to get started and how to:
- Capture compelling video as well as how to "right-size" production to fit your brand needs and budget
- Create effective programming on a consistent basis
- Get management buy-in for your program
Faculty: Eric Wright
A medical/media professional's guide to Advanced Google ™: Tips for effective surfing
(Elective)
10:45-12:00 p.m.
This workshop will introduce the advanced and specialized features of the popular tool known as Google™, including material on how Google™ works, what Google™ is and what it isn’t. We’ll walk through how to use Google™ when searching for medical and scientific information, and we’ll demonstrate advanced features and special Google™ products including:
- Google™ Images
- Google™ News
- Google™ Earth
- Google™ Scholar
- Google Book Search
- iGoogle™
- Gmail™
Also included in this session are a list of critical resources and tip sheets for future reference. At the conclusion of this session you’ll be able to use Google™ more effectively and appropriately, and you will be equipped to decide when to use, and when not to use, Google™ in your professional life.
Faculty: Ellen Detlefsen, PhD
Driving traffic: Using new technologies to increase your media footprint
(Elective)
10:45-12:00 p.m.
3:00-4:15 p.m.
Learn from the professionals! Explore creative new ways to package, place and distribute your media messages beyond broadcast television. This comprehensive session will guide you on how to use video content to educate, market and service your clients and patients, as well as promote and distribute your messages to mass audiences internally and externally for your group, organization or association. From producing video content for waiting rooms, Websites, DVDs for patient take-home or referrals, to viral online video, mobile video technologies, live webcasting and more! While broadcast television is still an extremely powerful medium, new technologies are allowing instant, interactive and very personal access to current and potential patients. Join us to find out what’s new in multimedia video content creation and distribution, how you can increase your media footprint, and new ways to convey your message to a mass audience.
Faculty: Rick Green
Green house medicine: Healing the planet
(Elective)
10:45-12:00 p.m
Soaring temperatures and high ozone levels work together to increase risks of heart disease and stroke, researchers report, and that's just the tip of the melting iceberg! Global warming is becoming a health story – and who knows more about healing than healthcare providers? So, why not lend your expertise to covering the health of the
planet? Hear from two veteran health journalists who have taken the environmental beat and turned it into an important part of the health beat. Discover new ways to find the green part of your story and plug into your viewers' interest in learning more about health and the environment.
Faculty: Helen Chickering & Tom Linden, MD
Romancing the media
(Elective)
10:45-12:00 p.m
This session is best suited to medical society executives, public relations professionals and physicians who want to know how to get their news on the air and into print. The discussion centers on how to build a lasting relationship with reporters. This session addresses how to woo reporters, what their needs are, the pressures they face, the ticktock of their existence and how they work. Discussion will detail how every contact with a reporter is an opportunity that should be fully utilized.
Faculty: Peter Warren
From Charlie to Oprah to Katie
(Workshop)
9:15-12:00 p.m.
1:30-4:15 p.m.
Standing before a scrum of reporters and cameras can be terrifying, frustrating and downright discombobulating. Yet, representing your association or health organization comes with the territory of being a physician leader. This session is designed to help you understand how the media work and how to work with them. It offers practical tips and on-camera opportunities to practice telling your organization's story. You will learn how to dress and act when you step before the cameras; how to develop your message; and--most importantly--how to deliver that message successfully. This workshop is especially valuable for medical society spokespersons and for the communications staff responsible for preparing them.
Faculty: Pat Clark
Interview techniques
(Workshop)
9:15-12:00 p.m.
Never do an interview just to answer questions. The objective is to tell your story. In this workshop, learn how to prepare your key points, anticipate difficult questions and effectively transition from the interviewer’s questions to your own agenda. Appropriate body language will also be covered. On-camera exercises will be videotaped and critiqued for style and substance. This is a real opportunity for spokespeople to hone their interview skills.
Faculty: Richard Kulp & Peter Jacobi
The whole package
(Workshop)
9:15-12:00 p.m.
This class, a perennial favorite, enables you to produce a coherent medical story for television and see how you look on camera. You’ll walk away from the class with a DVD featuring your own story—including your voice, your words and a personal stand-up closing segment in which you’ll be seen on camera. The class deals with fundamentals such as how to write for television news, how to sound natural in your recorded delivery, how to incorporate “b-roll” in your piece and how to appear on camera. If you’re looking to break into the business, it is best to have a visual calling card. Students in past years have said that this class provides them not only with the fundamentals of what it takes to create a medical package for television but also with an invaluable product that can be shown to the local affiliate station.
Faculty: John Hammarley; Paul Beam
Speeches that wow!
(Workshop)
9:15-12:00 p.m.
Do you sometimes agree to give a speech just because you’re asked, and as the time draws closer, you wonder if it’s worth the effort and nervous anticipation? This intensive workshop gives you a chance to step back from your busy schedule, examine your goals for each speech and map out the most effective path to reach those goals. Participants will make brief presentations that will be videotaped, reviewed, discussed and refined. Bring notes or text from upcoming speeches or past speeches you wish had been better.
Faculty: Elizabeth Mitchell, MS
Three truths of crisis management
(Workshop)
9:15-12:00 p.m.
One, the best way to get into trouble is to assume there won’t be any. Two, the best way out of a crisis is to be prepared with a great strategy and execute it flawlessly. Three, the best way to create and execute a great strategy is by taking this workshop. The consequences of a badly handled crisis can be massive. They can shake the trust of members and patients, damage your reputation, and severely harm or bankrupt your business. This workshop will equip you with principles for creating an effective preparedness plan before a crisis happens. And, if and when a crisis does occur, this workshop will have prepared you with the tools and skills you need to manage it right.
Faculty: Claudia Kovitz & Jack Domeischel, MPH
Hot topics in health care: How to understand and communicate about quality
(Workshop)
9:15-12:00 p.m.
Is your institution going public with quality data, voluntarily or otherwise? Or are you a reporter tasked with communicating about issues around healthcare quality? Learn about the controversies regarding quality in health care, as well as how to interpret the data and the issues so you can communicate them to the public. Topics covered will include:
- How do we define quality?
- Why is quality now taking center stage?
- Who are the major players in the quality movement, and what is each responsible for for?
- How do consumers use quality data, if at all?
- How much of medicine is evidence-based so as to be measured against a standard of care?
- What kind of measures exist – process, structure, outcomes/examples of existing measures?
- What are the major hurdles to measurement?
- How can we talk about the complicated issues of quality in an accessible way?
Attendees, please bring samples of your institutions' communications materials about quality so we can all learn from your successes. Also, please bring your quality quandaries and questions so we can brainstorm your institutions' issues as a group.
Faculty: Mavis Prall, MSJ & Susan Nedza, MD, MBA
Advanced media training
(Workshop)
9:15-12:00 p.m.
Health
information is of little use unless it can be communicated effectively
and clearly to those who will benefit from it most – the public. And
being able to deliver your key message during an interview is critical,
even when the dynamics get a little sticky. This advanced interactive
session will help you navigate the waters of those thorny interviews
and still come out on top. You’ll learn from one of the nation’s
foremost media trainers how to take control and handle even the
most difficult questions. Discover the techniques that the pros use to
keep their heads above water, and go into any interview with
confidence. Participants will practice their newly acquired skills
on-camera and be critiqued.
Faculty: Bruce Dan, MD
Developing and perfecting on-camera techniques
(Workshop)
9:15-12:00 p.m.
1:30-4:15 p.m.
An intensive workshop to develop and polish basic broadcaster-to-camera techniques including:- Developing and refining an on-camera persona
- Prompter skills
- Debriefing tricks for preparation, memorization and delivery
- Webcam communications
- Stand-up techniques
Each participant will get approximately 15 minutes of hands-on personal coaching and critiquing. All exercises will be videotaped and reviewed. Those observing the one-on-one coaching sessions of the others in the group will benefit from seeing how major and minor changes in preparations and delivery can effect positive change on the screen.
Faculty: Clark Powell
Luncheon Keynote
(12:00-1:15 p.m)
Malcolm Kushner, "America's Favorite Humor Consultant," is an internationally acclaimed expert on humor and communication. He is the author of Successful Presentations for Dummies and Public Speaking for Dummies. As a keynote speaker at the 28th Annual AMA Medical Communications Conference, Mr. Kushner's remarks will capitalize on the nation's preoccupation with presidential politics when he presents Leading With Laughter: How U.S. Presidents Use Humor to Relate, Motivate and Communicate -- And How You Can, Too.
Using the Internet to stay on top of medical information
(Elective)
1:30-2:45
Are you concerned about managing all the information that is widely disseminated on the Web, from medical journals to professional conferences and medical institutions? Are you wondering what material from the Internet you can safely recommend to your readers, viewers or patients and their family caregivers? Participants in this elective will learn about Internet resources and tools that can be used to quality filter the vast array of health Web sites, and they will learn tips and strategies to manage, evaluate and recommend Web-based resources for themselves and for others.
Faculty: Ellen Detlefsen, PhD
Effective healthcare communication with Hispanics
(Elective)
1:30-2:45
As the Hispanic population continues to boom, communicators are seeking ways to communicate the importance of health, disease management and preventative medicine to the Hispanic community. The primary approach has been to focus on providing existing information in Spanish. However, other factors such as culture, religion/spirituality, gender perception and others are more critical factors. As such, effectively communicating healthcare issues to Hispanics needs to go beyond merely translating existing messages to Spanish. Effectively communicating with Hispanics on healthcare issues is critical and is part of keeping the overall cost of the healthcare system down. This session offer practical advice and tips for providing culturally-relevant healthcare communication to Hispanics as well as addressing the importance of Hispanic Readiness for long-term success in the Hispanic market.
Faculty: Wilson Camelo
Battle of the reporters: Physician correspondent versus health reporter
(Elective)
3:00-4:15
Today's medical news is now covered not only by health reporters, but also by physician correspondents. Ever wonder which journalists -- physician or non-physician -- more accurately report health news? Come to this elective to hear first-hand analysis of which group earns a higher grade and areas where both could improve. You'll get an insider's look into an objective, two-year study, that rates the accuracy, balance and completeness of nearly 100 health news stories that have aired on network newscasts. The results may surprise you! This session will be instructive for people on both sides of the camera lens- the journalist and the viewer.
Faculty: Archana Reddy, MS, MD
Producing for the small screen
(Elective)
3:00-4:15
The Web explosion is birthing a number of new products. The bottom line – everybody is screaming for content! This opens the door to videos and even wanna-be TV docs in a way that TV could not. The key is to provide content beyond the breaking news story, especially credible medical/science content that can stay on a website as a resource. Many sites that include video only offer stiff, boring or lengthy pieces presented by “talking heads.” And most Web resources and archives lack even the most basic information, such as answers to questions as simple or straightforward as “what is menopause.” This session will focus on how to get into the game – what content is, where it comes from, who needs it and how to connect with those people.
Faculty: Helen Chickering & Tom Linden, MD
Proving the value of PR
(Elective)
3:00-4:15
As new approaches and more powerful technologies become available, one’s ability to accurately forecast and properly assess PR performance has never been greater. Management is no longer interested in the ‘thud factor’ but instead is expecting disciplined measurement programs to prove the ROI of public relations. In this session, we will show you how to:
understand the current state of public relations and uncover hidden obstacles that prevent PR practitioners from measuring
- master the tools used to measure PR
- measure the effect of news coverage on your organization’s reputation
- use measurement to focus your creative efforts on tactics that work
This presentation will provide you with the tools to build your own customized measurement program, allow you to strengthen your communication practices, and give you the understanding to influence change through strategic planning and decision making.
Faculty: Mike Renderman
Extreme make-over
(Workshop)
1:30-4:15
Whether this is your first year on television or your first decade, all broadcast presenters want to transform their presentations from excellence . . . to magic – the kind of magic that gets recognized by producers, network executives, agents and publishers. In this class, we’ll take the presentation/interview of your choice and transform you from good to riveting and compelling in the course of an hour and a half. No matter what your level of expertise, this course will show you what you need to do to step it up and take yourself to the next level – with an ease and effortlessness that even thousands of dollars and months of one-on-one training sessions could never give you. Because sometimes “less is more” – and the quickest lessons stick.
Faculty: Christine Dumas, DDS
Effective advocacy campaigns
(Workshop)
1:30-4:15
You need to get your organization’s message out, but you have little or no budget. You are competing with countless other stories to grab the attention of the news media. You need to find a partner organization to help you achieve your project goals. How do you manage your campaign, manage expectations and tell your story? In this interactive session, medical society professionals, program managers and experienced communicators will explain what worked for them and what didn’t. Bring samples from your own campaigns to share with other workshop participants and receive helpful feedback from the pros. This is a good session for communicators in medical societies, voluntary health organizations, hospitals and academic institutions.
Faculty: Pete Friedmann (moderator); Steve Erickson; Jennifer Hanscom; Bryan Stewart;Victor Wahby, MD;
Writing and producing TV health news: Everything you need to know to get started
(Workshop)
1:30-4:15
Want to speak the language of a true broadcast professional? This workshop teaches you the basics of writing and producing a good television medical piece. Learn the basic terminology describing the combined elements that make a news package. Also, learn how to write in the active style to be heard, versus read, on the printed page; how to write your video to improve storytelling; and how to choose (and elicit) compelling sound bites from your interview subjects. Be sure to bring your laptop—you’ll be writing a health news script in the workshop.
Faculty: Maria Simbra, MD & Alicia Booth
Are you ready . . . for prime time? Getting on air! tips, tricks and techniques!
(Workshop)
1:30-4:15
When the call comes, will you be prepared to go on the air? This hands-on workshop will highlight hosting and interviewing skills, providing participants tips on how to be a great guest on radio and TV; how to nail an interview, hitting key-words and phrases; and we’ll also focus on marketing and promoting YOU as an on-air talent and the go-to source for commentary, information and health/medical news. This hands-on-workshop will also focus on TV and radio interviews – do’s and don’ts, and how to take a small market talk show and turn it into a national one. We’ll put your feet-to-the-media fire – and you’ll be so grateful! Our award-winning faculty represent years of experience hosting and producing for local and network television and radio, satellite, cable and Web-based programs. They will bring an elevated level of real-time experiences, insights and enthusiasm to this workshop!
Faculty: Barbara Ficarra, RN, MPA; Christopher Springmann
Improving your on-air persona (and nailing your audition)
(Workshop)
1:30-4:15
Appearing on television can make you famous...infamous. Being on camera can be intimidating for anyone. Getting your message across on television requires not only medical expertise but also the ability to connect with your audience by appearing warmand credible. The best medical communicators use several proven techniques to improve their chances of getting across their key messages. Learn how to look and be your best on air by working in front of the camera. This interactive workshop will provide proven tips and techniques to help you do your best on air, and will address what you can do to nail your audition. Participants will view themselves and their classmates on camera via simulated Q & A and walk away with a videotape to help reinforce their learning experience, and demonstrate the “do’s and don’ts” of a good audition. A casting veteran will provide the tips you need to set yourself apart and win that chance to be (or stay) on-air.
Faculty: Kevin Soden, MD, MPH & Maura Soden
Green room
(Special Session)
4:30-6:00 p.m.
For those already on the air seeking peer feedback in an intimate small-group setting, the green room sessions are just what the doctor ordered. Bring your tapes and questions for a frank session led by practicing physician broadcasters.
Faculty: To be announced
One-on-one critiques
(Special Session)
4:30-5:30 p.m.
Whether you are a newcomer to the field or an experienced pro, sometimes you need individual attention to move to the next level of performance. Work with a pro to get individual coaching on your delivery, vocal style, posture, wardrobe and other polishing tips necessary for success.
Faculty: To be announced
Note: One-on-one critiques are available on a first-come, first-served basis and sell out quickly.
Networking Reception
6:30-8:00 p.m.
|
| |
|
|
|
| |
April 18th, 2008
Continental Breakfast
7:00-9:00 a.m.
Breakfast Roundtables
Work/life balance: Launching and maintaining a career in media while managing a medical practice and a family
(Breakfast Roundtable)
7:45-9:00 a.m.
Four seasoned “mediatricians” (media expert-pediatricians), authors and moms will share how they juggle the demands of health/medical communications work with pediatric practice and personal responsibilities. Finding this balance can be a particular challenge for health professionals looking to undertake the tasks of medical writing and consulting. The four-member panel will draw upon their extensive array of media experiences including television and radio, national broadcast and magazine interviews, health and medical writing and editing for a consumer audience, advisory and corporate consultant roles, and web presences as they share their perspectives on breaking into the business, how they’ve managed to integrate media work into their daily lives, and how to negotiate with others to maximize the benefits of their health communications roles.
Faculty: Tanya Remer Altmann, MD, Ari Brown, MD, Laura Jana, MD & Jennifer Shu, MD
30 Ideas in 30 minutes
(Breakfast Roundtable)
7:45-9:00 a.m.
Let’s face it – most of us don’t have all the answers. Where would we be without mentors and the sage of advice of trusted friends and colleagues throughout our careers? Even if you don’t attend this session, you’ll leave the AMA Medical Communications Conference with plenty of new skills, ideas and information. But if you’re a communications pro on the staff of a medical or healthcare organization, you’ll pick up more tips and ideas in this roundtable than any session anywhere! This fun, rapid-fire approach will leave you breathless as a handful of skilled, seasoned communicators rattle off their favorite secrets and tricks-of-the-trade that have led to their success.
Faculty: Todd Grossman (moderator); Pete Friedmann, Sandra Gordon, Jann Ingmire, Peter Warren
A man and his camera: learn how one physician-journalist is telling his story from the field with minimal equipment
(Breakfast Roundtable)
7:45-9:00 a.m.
Paul Little is an active duty Army soldier, physician and journalist. He has traveled extensively and solo to remote locations in Nicaragua, Panama, Vietnam, Cambodia and Antarctica. On those trips, taking a Betacam, DvCAM or HD camera and 500 pounds of gear is NOT an option. He shoots almost exclusively with a Sony PD-170 with available light and brings back air-quality video. He also brings back audio from the field for radio. Begin your day with inspiring tips and tales about how a little planning, creativity and resourcefulness can help you tell the story from the most challenging places and environments.
Faculty: Col. Paul Little, MD
A future visit to the doctor’s office
(Breakfast Roundtable)
7:45-9:00 a.m.
Join Dr. James Mault as he discusses how advances in technology are creating a fully connected healthcare ecosystem that increasingly empowers patients to take control of their health management. These continued advancements will transform the physician-patient relationship, enabling shared access to a patient’s medical history, allowing more informed discussions and treatment decisions, and decreasing the likelihood of medical errors. Dr. Mault is the Director of New Products and Business Development for Microsoft’s Health Solutions Group. Board-certified in both general surgery and cardiothoracic surgery, he has more than 25 years of experience as a senior executive in the medical device and pharmaceutical industry as well as in clinical medicine.
Faculty: James R. Mault, MD, FACS
Workshops & Electives
Create a video communications program that won't scare your bosses
(Elective)
9:15-10:30 a.m.
The popularity of YouTube and other video hosting sites has raised the bar for communicators. Employees and other audiences now expect to see video on your Web sites and intranets. But what if the only video you've ever taken was on your family vacation? How much money do you have to request from your boss? This session will answer those questions and take an in-depth look at what is being done by health organizations and what’s the FDA’s take on this new form of communication. Before you head to this conference, find out if your intranet or Web site support video, if your IT team is ready to help, or if you have to go it alone. Then, after attending this fast-paced, engaging session, you'll know how to get started and how to:
- Capture compelling video as well as how to "right-size" production to fit your brand needs and budget
- Create effective programming on a consistent basis
- Get management buy-in for your program
Faculty: Eric Wright
Make-up and wardrobe: How to look good on camera
(Elective)
9:15-10:30 a.m.
10:45-12:00 p.m.
Looking good matters in the world of broadcast and face-to-face communications. First impressions do count. Learn from an image professional what to wear, how to use makeup and what the effects of lighting are on your appearance. You’ll be made up to see how you will look on camera.
Faculty: Beth Thorp, AICI,CIP
How, when, and (most importantly) why: Best practices for healthcare blogging
(Elective)
9:15-10:30 a.m.
If it seems like everybody has a blog these days, you're half-right. By one measure, the number of blogs launched is over half the size of the U.S. adult population. But if you want to use a blog tactically – to reach patients, the community, other professionals, diverse interest groups – you need to know what to write and how to get it read. In this session, you'll learn how, why and when to blog – and get a three-minute tutorial on setting one up. You'll also get a one-page list of the five essential blogging best practices. Learn from a pro who has launched physician blogs as editorial director of Revolution Health, blogs for HealthCentral.com, contributes to the Health Care Blog, coaches a number of bloggers in the healthcare space and formerly edited the Health section of The Washington Post.
Faculty: Craig Stoltz
Producing for the small screen
(Elective)
9:15-10:30 a.m.
The Web explosion is birthing a number of new products. The bottom line – everybody is screaming for content! This opens the door to videos and even wanna-be TV docs in a way that TV could not. The key is to provide content beyond the breaking news story, especially credible medical/science content that can stay on a website as a resource. Many sites that include video only offer stiff, boring or lengthy pieces presented by “talking heads.” And most Web resources and archives lack even the most basic information, such as answers to questions as simple or straightforward as “what is menopause.” This session will focus on how to get into the game – what content is, where it comes from, who needs it and how to connect with those people.
Faculty: Helen Chickering & Tom Linden, MD
Interview techniques
(Workshop)
9:15-12:00 p.m.
Never do an interview just to answer questions. The objective is to tell your story. In this workshop, learn how to prepare your key points, anticipate difficult questions and effectively transition from the interviewer’s questions to your own agenda. Appropriate body language will also be covered. On-camera exercises will be videotaped and critiqued for style and substance. This is a real opportunity for spokespeople to hone their interview skills.
Faculty: Richard Kulp & Peter Jacobi
Advanced media training
(Workshop)
9:15-12:00 p.m.
Health information is of little use unless it can be communicated effectively and clearly to those who will benefit from it most – the public. And being able to deliver your key message during an interview is critical, even when the dynamics get a little sticky. This advanced interactive session will help you navigate the waters of those thorny interviews and still come out on top. You’ll learn from one of the nation’s foremost media trainers how to take control and handle even the most difficult questions. Discover the techniques that the pros use to keep their heads above water, and go into any interview with confidence. Participants will practice their newly acquired skills on-camera and be critiqued.
Faculty: Bruce Dan, MD
Writing and producing TV health news: Everything you need to know to get started
(Workshop)
9:15-12:00 p.m.
Want to speak the language of a true broadcast professional? This workshop teaches you the basics of writing and producing a good television medical piece. Learn the basic terminology describing the combined elements that make a news package. Also, learn how to write in the active style to be heard, versus read, on the printed page; how to write your video to improve storytelling; and how to choose (and elicit) compelling sound bites from your interview subjects. Be sure to bring your laptop—you’ll be writing a health news script in the workshop.
Faculty: Maria Simbra, MD & Alicia Booth
Three truths of crisis management
(Workshop)
9:15-12:00 p.m.
One, the best way to get into trouble is to assume there won’t be any. Two, the best way out of a crisis is to be prepared with a great strategy and execute it flawlessly. Three, the best way to create and execute a great strategy is by taking this workshop. The consequences of a badly handled crisis can be massive. They can shake the trust of members and patients, damage your reputation, and severely harm or bankrupt your business. This workshop will equip you with principles for creating an effective preparedness plan before a crisis happens. And, if and when a crisis does occur, this workshop will have prepared you with the tools and skills you need to manage it right.
Faculty: Claudia Kovitz & Jack Domeischel, MPH
Prescription for Multimedia Marketing
(Workshop)
9:15-12:00 p.m.
This may be news to you, but earning an MD doesn’t mean you’re a doctor of media. Sometimes you get one shot to share your medical message with an audience, and if you’re not prepared that bad interview could end up on YouTube. So take control of your image and your message! This session will teach you how to make the most of a media appearance and how to extend that coverage to brand yourself and/or your practice. Step 1 – Interview 101 – We’ll give you practical, hands-on media training in front of a camera. Step 2 – Reach your target audience. Our media relations pro will share tips on how to get your message to the people who need to hear it. Step 3 – Make your media efforts last. New media make it possible to extend the life of your story – so blog, Podcast and repurpose your coverage.
Faculty: Kristyn Wilson & Clark Powell
Are you ready . . . for prime time? Getting on air! tips, tricks and techniques!
(Workshop)
9:15-12:00 p.m.
When the call comes, will you be prepared to go on the air? This hands-on workshop will highlight hosting and interviewing skills, providing participants tips on how to be a great guest on radio and TV; how to nail an interview, hitting key-words and phrases; and we’ll also focus on marketing and promoting YOU as an on-air talent and the go-to source for commentary, information and health/medical news. This hands-on-workshop will also focus on TV and radio interviews – do’s and don’ts, and how to take a small market talk show and turn it into a national one. We’ll put your feet-to-the-media fire – and you’ll be so grateful! Our award-winning faculty represent years of experience hosting and producing for local and network television and radio, satellite, cable and Web-based programs. They will bring an elevated level of real-time experiences, insights and enthusiasm to this workshop!
Faculty: Barbara Ficarra, RN, MPA; Christopher Springmann
Improving your on-air persona (and nailing your audition)
(Workshop)
9:15-12:00 p.m.
Appearing on television can make you famous or infamous. Being on camera can be intimidating for anyone. Getting your message across on television requires not only medical expertise but also the ability to connect with your audience by appearing warm and credible. The best medical communicators use several proven techniques to improve their chances of getting across their key messages. Learn how to look and be your best on air by working in front of the camera. This interactive workshop will provide proven tips and techniques to help you do your best on air, and will address what you can do to nail your audition. Participants will view themselves and their classmates on camera via simulated Q & A and walk away with a videotape to help reinforce their learning experience, and demonstrate the “do’s and don’ts” of a good audition. A casting veteran will provide the tips you need to set yourself apart and win that chance to be (or stay) on-air.
Faculty: Kevin Soden, MD, MPH & Maura Soden
The whole package
(Workshop)
9:15-12:00 p.m.
This class, a perennial favorite, enables you to produce a coherent medical story for television and see how you look on camera. You’ll walk away from the class with a DVD featuring your own story—including your voice, your words and a personal stand-up closing segment in which you’ll be seen on camera. The class deals with fundamentals such as how to write for television news, how to sound natural in your recorded delivery, how to incorporate “b-roll” in your piece and how to appear on camera. If you’re looking to break into the business, it is best to have a visual calling card. Students in past years have said that this class provides them not only with the fundamentals of what it takes to create a medical package for television but also with an invaluable product that can be shown to the local affiliate station.
Faculty: John Hammarley & Paul Beam
Romancing the media
(Elective)
10:45-12:00 p.m.
This session is best suited to medical society executives, public relations
professionals and physicians who want to know how to get their news on the air and into
print. The discussion centers on how to build a lasting relationship with reporters. This session addresses how to woo reporters, what their needs are, the pressures they face, the ticktock of their existence and how they work. Discussion will detail how every contact with a reporter is an opportunity that should be fully utilized.
Faculty: Peter Warren
Proving the value of PR
(Elective)
10:45-12:00 p.m.
As new approaches and more powerful technologies become available, one’s ability to accurately forecast and properly assess PR performance has never been greater. Management is no longer interested in the ‘thud factor’ but instead is expecting disciplined measurement programs to prove the ROI of public relations. In this session, we will show you how to:
- understand the current state of public relations and uncover hidden obstacles that prevent PR practitioners from measuring
- master the tools used to measure PR
- measure the effect of news coverage on your organization’s reputation
- use measurement to focus your creative efforts on tactics that work
This presentation will provide you with the tools to build your own customized measurement program, allow you to strengthen your communication practices, and give you the understanding to influence change through strategic planning and decision making.
Faculty: Mike Renderman
How to tell a medical story
(Elective)
10:45-12:00 p.m.
Medical stories are usually complicated. How do you sift through the facts to find the news? Get the scoop on how to read a medical study, know what to look for and which numbers are most important. Learn how to take medical news – whether from a journal article or events/people at your hospital or organization – and transform it into a newsworthy story. Maximize your news by finding new outlets besides traditional media to further the outreach of your message.
Faculty: Jann Ingmire; Sharon Dennis
NAMC Awards Luncheon
12:00-1:30 p.m.
|
| |
|
|
Deep link provided by Citebite