(Banner graphic of PRSA 2017 Health Academy Conference logo)

PRSA 2017 Health Academy Conference

A Whole New World: Transformation, Magic and Opportunity in the New Kingdom of Health Care Communications

May 26–28 | Grand Floridian Resort & Spa, Orlando

The 2017 program is still in the planning stages. To give you an idea of the type of programming the conference offers, we have left this year’s program up as a guide.

Check back for updates.

Download Session Presentations

Wednesday, April 20

8 a.m.–6 p.m.Registration
Noon–1:30 p.m.

Opening Keynote Luncheon Plenary
“What’s on the Horizon for Health Care: What Health Care Communicators Should Know”
Thomas Nickels
, executive vice president for government relations and public policy, The American Hospital Association (AHA)
How to Prepare Your Health Care Brand From Ransomware Attacks
Carl A. Anderson, vice president, Van Scoyoc Associates

2–3:15 p.m.Breakout Sessions: Set I

“How Message Testing Can Help Health Care Organizations Prove Value and Worth”
Chris Manning, senior manager, public and media relations, Nemours Children’s Health System
Christine Maulhardt, director, communications and public affairs, Blue Shield of California Foundation
Sharon Reis, co-founder and partner, GYMR Public Relations

“The Love Potion: Five Ingredients in the Patient Experience”
Christine Varela, partner, Desautel Hege

“Seven Essential Elements of Employee or Health Care Social Media Policies”
Debbie Davis, Ed.D., assistant professor, director of graduate studies, Ball State University
Paige Moore, principal, PaigeWriter Strategic Communications
3:30–4:45 p.m.Breakout Sessions: Set II

“Achieving Adviser Status in Your Organization: How to Get a Seat at the Table”
Diana Hong, managing director, CRA, Inc.

“How We View Health Care in America: Consumer and Provider Perspectives”
Nicolas Boyon, senior vice president, Ipsos Public Affairs
Kevin Vigilante, M.D., chief medical officer, Booz Allen Hamilton
Ann Gordon, lead associate, Booz Allen Hamilton (Moderator)

“Takes Two to Tango: Partnering Policy and Communications to Enhance Your Brand”
Stephanie Limb, senior director, advocacy communications, Texas Hospital Association
Lance Lunsford, vice president, strategic communications, Texas Hospital Association
5:30–7 p.m.Meet the Health Academy Newcomers Reception

Thursday, April 21

8 a.m.–6 p.m.Registration
8–9 a.m.Breakfast
9–10 a.m.Keynote Breakfast Plenary
“Why the Pharmaceutical Industry Needs Effective Communicators Now More Than Ever: A View From the C-Suite”
James A. Robinson, president, Astellas Americas
10:15–11:30 a.m.  

Breakout Sessions: Set III

“Advance Your Health Outcomes: Digital Strategies for a Complex Social Ecosystem”
Amelia Burke-Garcia, senior director, digital media, Westat

“How Two Doctors in a Tesla Save Men’s Lives: No Gas Needed Thanks to Digital PR”
Jamin Brahmbhatt, M.D., co-director, PUR Clinic, South Lake Hospital, Orlando Health
Katie Dagenais, manager, media relations and public affairs, Orlando Health
Shannon McCormick, media relations manager, MediaSource

“What Happens When You Don’t Own the Story, But You Might Own the Solution?”
Joel D. Newman, assistant director, communications, United Network for Organ Sharing

Noon–1:30 p.m.

Luncheon Plenary
“How Changes in the News Media and National Political Landscape Will Affect Health Care PR Pros”
Rebecca Adams, health editor, CQ Roll Call (Congressional Quarterly)
Mary Agnes Carey, senior correspondent, Kaiser Health News
Kimberly Leonard, Health care reporter U.S. News & World Report

2–3:15 p.m.

Breakout Sessions: Set IV

“The Michael J. Fox Foundation: How Patient-Centric Content Resulted in Success”
Maggie McGuire Kuhl, senior associate director, research communications, The Michael J. Fox Foundation for Parkinson’s Research

"Digital Tools for Healthcare Communicators: Online Community Building, Mobile Apps, Live Video Streaming and More"
Shana Glickfield,
founding partner, Beekeeper Group

"Edelman Health Trust Barometer 2016"
Lynn Hanessian, chief strategist, health, Edelman

3:30–4:45 p.m.Breakout Sessions: Set V

“Channeling the Masses: Partnering with Influencers to Fuel Brand Awareness”
Catherine Allen, executive vice president, East Coast account services, SHIFT Communications
Michael Gaspar, program manager, Social Media, HIMSS Media

“How to Reach Women of All Ages and Stages with Your Message”
Allison Hall-Jordan, senior account executive, Hager Sharp
Jill Wasserman, health education specialist, HHS Office on Women’s Health

“Managing MERS in Orlando: The Dr. P. Phillips Hospital PR Story”
Bryan Harrold, vice president, CCH marketing + public relations
Antonio Crespo, M.D., specialist, infectious disease; chief quality officer, Dr. P. Phillips Hospital, Orlando Health
Katie Dagenais, manager, media relations and public affairs, Orlando Health
6–7 p.m.Health Academy Networking Reception
7–9 p.m.Dinner and Keynote Presentation
“A ‘Space Program’ for Health Care Is More Than a ‘Moon Shot’ for Cancer: Communicating the Emerging Transformation in Medicine”
Andrew C. von Eschenbach, M.D., president, Samaritan Health Initiatives

Friday, April 22

7:30–11 a.m.Registration
8–9 a.m.Breakfast
9–10:15 a.m.Breakfast Keynote Session
“Crisis Communications in Action: Carilion’s Response to the WDBJ-TV Shootings”
Hannah Cline, public relations specialist, marketing and communications, Carilion Clinic
Chris Turnbull, CBCP public relations, Carilion Clinic
10:30–11:30 a.m.Closing Keynote Session
“Having a Crisis Today? If Not, Don’t Worry ... You Likely Will Tomorrow — Lessons Learned from the Front Lines”
Colonel (Ret.) Rich Breen, Jr., APR, director of communications, Military Health System and the Defense Health Agency
11:30–11:45 a.m.Prize Giveaway and Looking Toward 2017

Programming may be subject to change.