Wednesday, May 7

10 a.m.–6 p.m.Registration
  
1–5 p.m. Pre-Conference Session*
  “Patient-Centric Communications: How the FDA and Advocacy Groups Are Rewriting the Health Care PR Playbook” 
Marc Boutin, executive vice president and chief operating officer, National Health Council
Mary Dunkle, vice president of communications, National Organization for Rare Disorders (NORD)
Tracy Furey, vice president, public affairs and communications, Novartis Oncology North America
Linda House, RN, executive vice president for external affairs, Cancer Support Community
Theresa Mullin, Ph.D., director, Office of Strategic Programs, FDA Center for Drug Evaluation and Research
Michele Oshman, director, global advocacy and professional relations, Eli Lilly & Company
Scott Riccio, vice president, advocacy and external affairs, The Leukemia & Lymphoma Society
Louise Vetter, chief executive officer, Huntington’s Disease Society of America
* This is an optional ticketed event not included in the basic conference fee.
         
6–7:30 p.m.Meet the Health Academy and Newcomers Reception  
Join the Health Academy Executive Committee and fellow conference attendees for networking over cocktails and appetizers as we kick off this year's conference.
      

Thursday, May 8

8 a.m.–6 p.m.Registration 
  
8–8:45 a.m.Breakfast 
  
8:45–10:15 a.m.  Conference Welcome and Opening Keynote Session
How Washington Really Works
  Ezra Klein, editor-in-chief, Vox.com
    
10:30–11:45  a.m.    Breakout Session: Set I
When Contagion Strikes: The PR Playbook for Managing an Infectious Disease Outbreak 
Glen Nowak, professor and director, Center for Health and Risk Communication, University of Georgia
Abbigail Tumpey, associate director for communication science, Centers for Disease Control and Prevention
                         
   “Amp Up Your SEO: Creating Content to Increase Your Website Referrals”
   Rich Pulvino, digital media specialist, Carestream
  
   “A Birthday Celebration With a Difference: The American Cancer Society Turns 100”
   Angela Hayes, managing director, communications strategy integration, American Cancer Society, Inc. 
      
Noon–1:30 p.m.  Luncheon Plenary
Riding the Wave of Technology: How Market Research Informs Communications Strategy in the Changing Health Care Landscape 
   Lissette Linares, senior vice president, Spectrum 
Carlen Lesser, senior vice president, digital strategy, Spectrum
Fabio Gratton, founder, Truvio
Moderator: Jonathan Wilson, president, Spectrum
      
1:45–3:15 p.m.  Breakout Sessions: Set II
   “Arrest the Risk: Reaching African-Americans About a Deadly Heart Condition”
   Laurie Mobley, senior vice president, BRG Communications
      
  “International PR Perspectives and Practices: Health Care Communications With a Global Twist” 
   Edward M. Stevens, APR, chairman and CEO, Stevens Strategic Communications, Inc.
   Aaron Blank, president and CEO, The Fearey Group
Carol Levine, APR, Fellow CPRS, partner, energi PR
       
 “Life is Too Short for Bad PowerPoint: Learning to Present Expertly” 
   Meghan Dotter, principal, Portico PR
                              
3:30–4:45 p.m.  Breakout Sessions: Set III
   “Boosting Buzz Using Online Brand Journalism” 
   Lisa Arledge Powell, president, MediaSource
   Robert Mackle, director of public affairs and media relations, The Ohio State University Wexner Medical Center
      
   “Blurred Lines: A New Approach to Consumer Engagement” 
   Andrea Rothschild, co-founder, ARC2 Communications & Media
                                   
“From Obstacles to Opportunity: Digital Solutions for Complex Issues” 
Margaret Long, vice president of government advocacy, Astellas Pharma US, Inc.
Margaret Shubny, executive director, health care, GolinHarris
        
6–8 p.m.Health Academy Networking Reception
    

Friday, May 9

7:30 a.m.–2 p.m. Registration 
  
7:30–9 a.m.Breakfast 
  
7:45–8:45 a.m.“Learning to Teach” 
Hosted by the PRSA College of Fellows
Rochelle Ford, Ph.D., APR, professor, Howard University School of Communications
John R. Deats, professor, New York University School of Continuing and Professional Studies, and Quinnipiac University School of Communications
    
9–10:15 a.m.  Breakfast Keynote Session
“The New Rules of Marketing and PR”
   David Meerman Scott, marketing strategist; best-selling author; adviser to emerging companies; and professional speaker on topics, including marketing, leadership and social media
    
10:30–11:45 a.m.Breakout Sesions: Set IV
   Translations Versus ‘Transcreations’: The Do’s and Don’ts of Marketing to the Hispanic Community 
Wilson Camelo, president, chief marketing officer, Camelo Communication
    
   Fair or Foul? Working Within the FDA’s Rules for Digital Communications 
  Mark Senak, senior vice president and partner, FleishmanHillard; writer, Eye on FDA blog
    
   Once Upon a Niche: Using Storytelling to Build Online Health Care Communities 
   Daniel S. Dunlop, president and CEO, Jennings Health
   Marie Gross, vice president, business development, Signature Healthcare Brockton Hospital
    
Noon–1:30 p.m.  Luncheon Plenary
“User-Generated Content: The Future of News”
Mark Little, founder and CEO, Storyful
                          
1:45–3:15 p.m.  Breakout Sessions: Set V
   “Using an Integrated PESO Strategy to End the Medical Cost Blame Game” 
   David Kochman, communications director, Blue Cross and Blue Shield of North Carolina
Kelly Calabria, senior vice president, group director health care, Capstrat
    
Influence the Agenda: Aligning Health Care Trends to Leverage Thought Leadership 
Sherry Sanderford, communications director, Aetna
Brian Parrish, executive vice president and principal, Dodge Communications
                          
Health Care Crisis Communications in a Digital Age 
Andrew D. Gilman, president and CEO, CommCore Consulting Group
        Roger Conner, president, Conner Communications
  
3:15 p.m.Conference Concludes

Programming may be subject to change.