30th Annual Medical Communications Conference Atlanta GA by skt71486


									        30th Annual Medical Communications Conference
                          Atlanta GA

April 21, 2010

Day One

7:00   Registration

8:00   Conference Begins: Welcome Remarks

8:15   Special Session:
       Music, Media and Health Literacy—An overview of how to integrate the news and media to increase awareness, reduce
       embarrassment, and explain fundamental health concepts.
       Mache Seibel, MD, Professor of Obstetrics and Gynecology, Director of the Complicated Menopause Program at the
       University of Massachusetts Medical School; Founder Healthrock

9:00   The Social Pulpit:
       Barack Obama won the presidency in a landslide victory (by a margin of nearly 200 electoral votes and 8.5 million popular votes) by
       converting everyday people into engaged and empowered volunteers, donors and advocates through social networks, e-mail advocacy,
       text messaging and online video. The campaign’s proclivity to online advocacy is a major reason for his victory.

       Since the election, the social media programs adopted by Obama’s transition team have foreshadowed significant changes in how
       Obama, as president, will communicate with - and more importantly - through the mass of supporters who were collected, cultivated
       and channeled during the campaign. Obama wants to be the first president to govern with BlackBerry in hand; he will certainly be the
       first with a legion of 13 million advocates at his fingertips.

       Hear how lessons learned can be applied to public health communications.
       Andrew Bleeker, New Media Director, President Obama Inaugural Committee and Director of Internet Advertising, Obama
       For America

       Incorporating Traditional Marketing Theories and Science Based Strategies to Prevention, Health Promotion and Health
       Protection to Create, Communicate and Deliver Health Information.
       In eHealth marketing, we work to develop and market the CDC.gov Web site and interactive media projects to increase the impact of
       CDC science. Our vision is that people in the United States and throughout the world will live significantly longer, healthier and safer
       lives as a result of their regular ongoing experiences with interactive, electronic health information and interventions from CDC and
       the Department of Health and Human Services.

       Interactive media utilize customization, interactivity and/or a unique presentation of information and can increase the impact of health
       marketing and communication.

       Blogs, Social Networks
       eGames, Podcasts
       Health eCards, Virtual Worlds
       Mobile Applications
       Data Visualization, RSS Feeds
       Public Engagement, eHealth Data Briefs
       Dr. Jay Bernhardt, Director of the National Center for Health Marketing, US Centers for Disease Control and Prevention

10:00 Building the Brand Called You
      Personal branding has become a prerequisite for career success. Social network sites such as Linkedin, Facebook and Twitter illustrate
      how branding has moved into the personal domain. As career management has become the responsibility of the individual it has
      become increasingly important to stand out from the crowd to increase better opportunity.

       Determine what your personal brand needs to be:
          • Assess how you view your career; what do you do that brings value?
          • Be authentic and honest about who you are
          • Be visible and consistent
          • Build and maintain a marketing network
          • Leverage your personal power as a credible and trustworthy source
          • Seek feedback
       Doug Farrago, MD www.placebojournal.com
       Kevin Pho, MD www.KevinMD.com

       The Rise of the ePatient and the Implications of Social Media Healthcare Content
          • Engage and Educate the Health Consumer through Social Media
          • Learn how to engage health consumers through blogs, twitter and facebook.
          • Step out of your comfort zone and explore new insights and technology
       Barbara Ficarra, RN, BSN, MPA Executive Producer Health in 30
       Matthew Holt, Founder, the Healthcare Blog
11:00 Break

11:15 Keynote Session Sponsored by National Association of Medical Communicators
            How Did We Do With the Flu: A Look Back at the Nation's Response to H1N1 Influenza

      Hear how the top immunologists, flu and infectious disease spokespeople think the medical and media communities successfully (or
      unsuccessfully) dealt with a major national health issue.

         • Bruce B. Dan, MD Chief Medical Officer and Executive Medical Editor, Hospital Networks, NBC Digital Health Networks
         • Bruce Gellin, MD, M.P.H. Director, National Vaccine Program Office
         • William Schaffner, MD Professor and Chairman of Vanderbilt's Department of Preventive Medicine, President-Elect
             National Foundation of Infectious Diseases
         • Anne Schuchat, MD, RADM, USPHS Assistant Surgeon General, United States Public Health Service, Director National
             Center for Immunization and Respiratory Diseases, Centers for Disease Control and Prevention

12:15 Awards Ceremony / Presidents Message
           Bruce Bonanno, MD President, National Association of Medical Communicators will present Andrew P. Ordon, MD,
      FACS NAMC's Annual Health Communication Achievement Award.

      Dr. Drew is an acclaimed plastic and reconstructive surgeon with private practices in Beverly Hills and Rancho Mirage, California.

      He earned his medical degree from USC School of Medicine with Honors in Medicine. His General Surgery and Head and Neck
      Surgery training were completed at USC, UCLA and Loma Linda University School of Medicine, respectively. He then completed his
      training program in Plastic and Reconstructive Surgery at the prestigious Lenox Hill Hospital/Manhattan Eye and Ear Infirmary
      Program in New York City. He is currently Assistant Clinical Professor of Plastic Surgery at Dartmouth Medical College and the
      UCLA School of Medicine.

      Dr. Ordon regards himself as an artist, as well as a physician/surgeon. “My craft allows me to make an impact and change the quality
      of life for my patients, whether it’s reconstructive surgery or changing something that people don’t like about themselves with
      cosmetic surgery,” says Dr. Ordon.

      Dr. Ordon is no stranger to television. He has hosted the syndicated television show, “Plastic Surgery Today,” and has been a featured
      guest on television shows such as “Dr. Phil,” “Entertainment Tonight,” “20/20,” “NBC Nightly News” and “ABC World News.” Dr.
      Ordon is also the author of Revealing the New You: A Guide to Plastic Surgery and Everything You Always Wanted to Know About
      Plastic Surgery. He has contributed to one of the best known plastic surgery textbooks, Facial Aesthetic Plastic Surgery, has given
       lectures throughout the country and has contributed to articles for Allure, Redbook, Glamour and Prevention.

       NAMC Lifetime Achievement Award
       Bruce B. Dan, MD Chief Medical Officer and Executive Medical Editor, Hospital Networks, NBC Digital Health Networks

       Ken Alvord, Community Service Award

1:00   Luncheon

2:00   One on One Critiques; Meet with Seasoned News Directors, Journalists, Talent Agents and Publishers
         • Film Audition Tapes
         • Talent Agent Auditions
         • Perfecting the 10 Second Sound Bite
         • Talk Radio Interviews
         • Story Pitching

2:15   Become an Internet TV Sensation--75 Minutes Away from Fifteen Minutes of Fame
       In the age of “media-snacking” where attention spans are shrinking faster than the ozone layer, we will teach you the fundamentals
       and “insider-tips” for getting yourself in front of thousands of viewers on the internet. Got a fear of cameras? No problem. We’ll show
       you how to spread the word about your medical organization or institution to loads of people at a “safe distance.” All of this can be
       achieved at little or no cost.
       In conjunction with this workshop, the Doctor’s Channel will film your own audition tape that can be placed on
       TheDoctorsChannel.com or any sites of your choice to “get yourself out there.”
       David Best, MD, MBA, President, The Doctors Channel

       The Changing Face of Journalism and the New Rules of Interacting with the Press
       Over the past three decades, the news business has undergone dramatic changes. From the rise of cable news and 24-hour coverage in
       the 1980's to the online revolution, social networking and journalism 2.0 today, tectonic shifts in the industry have left journalists
       navigating increasingly complex terrain. Facing unprecedented challenges, today's news professionals must file more stories across
       multiple platforms, covering a wider range of topics, and they must do so with fewer resources, under tighter deadlines.
       What do these changes mean for the many communications professionals seeking press coverage for their medical societies? Press
       releases and the traditional methods used by public relations professionals to get attention often don't get past the delete button of the
       highly focused journalist of today.
       Join award-winning former CNN Medical Correspondent and Headline News anchor Judy Fortin for an up-close look at the changing
       face of journalism, how to be successful in pitching health stories and get noticed by journalists.
       Judy Fortin, Vice President, News Certified Exchange

3:00   How to Clearly & Effectively Communicate Health Risks to Patients & Audiences
       Learning Objectives:
           • Converting newly published studies into health risk terms that patients and others can understand;
           • Finding good calibration values (risk that patients and others can relate to) for a particular risk.
       Participants will learn how to
       Find the odds of medical risk and good calibration values--specifically, show how to find the odds, percentages, visualizations, etc. to clearly and
       concisely communicate risk to their audiences.
       Discuss calibration and show how to communicate by comparing unfamiliar events (like cancer) to familiar ones.
       For example:
            • "The odds a female will ever be diagnosed with breast cancer are 1 in 8.28 (US, 2004 -2006)." Are nearly the same as ...
            • "The odds an adult will go to a museum in a year are 1 in 8.22 (US, 3/2007 -10/2007)." A woman may not understand why she needs to
               have a mammogram, but if she has recently taken her children to a museum, the risk that she will ever be diagnosed with breast cancer
               becomes much more accessible to her. That is calibration.
       Louise Firth Campbell, Chief Operating Officer, Book of Odds

       Hitting the Mark In-Air: Unleash Your Message with a Story in: 60 or 30:00; The Techniques are the Same
       YOU, the expert will learn how to capture the audience with your story and you will learn to stay on your message whether you are
       on-air for: 60 or 30:00. Learn techniques to help you enhance your message on air-on and share your story so it is compelling and
       Barbara Ficarra, RN, BSN, MPA Executive Producer, Healthin30
       Christopher Springmann, Host, Executive Producer, Life Love and Health

4:45   Panel Discussion:
       The Intersection of Medicine and Media and Ethics
       Competing interests create powerful conflict in the convergence of medicine and media. Knowing how to raise questions and make
       personal decisions based on ethical boundaries is a challenge faced as economic pressures of sponsors and advertisers who are forced
       from quiet generosity to product pitching threaten financial stability of today's news organizations.
       Kathy Kinlaw, Associate Driector, Program in Health Sciences and Ethics, Emory University
       Jann Ingmire, Director of Media Relations, JAMA & the Archives Journals
       Maria Simbra, MD, Medical Correspondent, KDKA

       The Role of EHR in Medical Communication and its Importance in the Patient Centered Medical Home
       This session will discuss the role of the electronic health record in communicating to stakeholders of the medical practice and how to
       enhance the effectiveness of e HR systems as a communication tool to improve service and quality if care within a medical
       organization. We will also demonstrate that proper communication is important to a patient centered medical home.
       Dominic Mack, MD, MBA, Deputy Director, National Center for Primary Care, Morehouse School of Medicine

6:30   Networking Reception
8:00   End of Day One
        30th Annual Medical Communications Conference
                          Atlanta GA

April 22, 2010

Day Two

8:00   Opening Remarks

8:15   Special Session

       Health Reform — How Visible National Medical Organizations will Engage its Members
       John Hockenberry, Co-Host The Takeaway, Co-Created by Public Radio International, WNYC, BBC World Service, The New York
       Times and WGBH Radio Boston

9:15   One on One Critiques; Meet with Seasoned News Directors, Journalists, Talent Agents and Publishers
         • Film Audition Tapes
         • Talent Agent Auditions
         • Perfecting the 10 Second Sound Bite
         • Talk Radio Interviews
         • Story Pitching

9:30   Leveraging Medical Expertise to Break into Television Endorsement Opportunities
       As the market for health and wellness products grow, so do the endorsement and media opportunities for medical experts. In this
       session, you will learn what opportunities currently exist in the television and advertising world and how to maximize your chances of
       being part of this expanding phenomenon.
       The session will cover the various media outlets available and the benefits of each. In addition, attendees will learn how to maximize
       their exposure in this area while protecting their credibility. We will also discuss what to look for in an endorsement contract, working
       with a talent agent and the FCC.
       Blair Taylor, Agent, Commercial Talent Agency

       News you Can Use to Get on the Air
       If you're trying to break into the business to get a TV gig, this session will help you find sources of news. The JAMA report video,
       provides a guaranteed story you can take to your news director of show producer every week to get air time for the latest medical /
health news. You will learn how to make this story our own and where you can find other sources of medical / health news to use to
get on the air.
Jann Ingmire, Director of Media Relations, JAMA & the Archives Journals

Wordpress Workshop: Setting up a Blog, Using Widgets and Understanding the Interface to Work with Consultants
To utilize open source platforms effectively and confidently it is critical to understand the interface and its capabilities. Often it makes sense to
work with consultants to build sites, but as the goal of these platforms is user friendly, evaluating the functionality and building a site to meet your
needs is streamlined when you understand what’s behind the interface.
Learning Objectives:
   • Set up a Wordpress blog
   • Distinguish between critical security updates and less critical
   • Working with affiliate sites—who to trust
   • How to host a Wordpress site
   • Choosing themes and using widgets
   • Pluggins and media tools
Jane Wells, Wordpress / Automatic

Nailing your Audition, It’s Not as Easy as it Looks
If you’re serious about getting on television, or if you want to hone your skills, this is the place to start.
You’ll produce, narrate and appear in your “own” medical story and shortly after the conference ends, you’ll have a DVD copy of
your story that you can show to family, friends, but most importantly, prospective employers.
Kevin Soden, MD MPH, Healthline and Whole Body Health Host, Retirement Living Network Television
Bruce Bonanno, MD

Developing, Writing, and Publishing Your E-Book or Print-on-Demand Book
Writing an e-book or print-on-demand book can be a way to add to your credibility, promote your services to clients and other
professionals, and earn extra money if you sell your book. This session will deal with how to develop an idea for the book, create a
title, and determine what you want to say, in light of the interests of your target market. It will also discuss how to write the book,
beginning with drafting notes to taping your workshops or interviews and writing it yourself or working with a ghostwriter. Platforms
for publishing your book will be discussed, too.
Gini Graham Scott, Ph.D., JD

How to Give Powerful and Passionate Presentations
Are you fearful, anxious, or just not excited about your next speaking opportunity? Whether it is on radio, TV or in front of a live
audience, you will look forward to it after attending this fun filled session! Learn how to pick topics about which you are truly
passionate and to enjoy and really connect with your audience. Bring ideas for a talk, and we will add "ingredients" to make it an
exciting presentation.
       Learning objectives:
       Following this session, the attendee will be able to:
           • Pick a topic that he or she is truly passionate about
           • Have a one on one conversation with his or her audience
           • Explore ways of making his or her speaking environment more friendly
       Steven Shama, MD, Brookline Village Dermatology

10:45 Using Healthy People 2010 Health Communication Objectives to Create Priorities and Metrics for the Field
      Cynthia Baur, Ph.D., National Director for Health Marketing, Centers for Disease Control

       Syndicating and Promoting Articles, E-Books, and Your Services
       You can promote your services by syndicating and promoting articles and books you have written, including e-books, print-on-
       demand books, and mainstream published books. Or position yourself as an expert and send out releases or query letters to the media
       promoting yourself as someone with an opinion on topics in the news. Both are ways to create branding for yourself so you stand
       apart and people know and admire you. This workshop will also discuss various platforms and services for syndicating your material,
       using key word advertising and promotion, and getting your material published in a variety of formats.
       Gini Graham Scott, Ph.D., JD

       Improving Collegiality with Better Communication Skills
       Our current medical system, with intrusions from many directions, is creating tremendous stress amongst healthcare practitioners and
       their support staff, eroding collegiality. Now more than ever these medical groups need to come together to share their stories of
       frustration with the breakdown of collegiality which is making the practice of medicine so much less rewarding.

       This lighthearted interactive session will give members an opportunity to suggest specific difficult and stressful situations between and
       among colleagues on their medical team. Powerful approaches and tools in dealing with these frustrating situations will be suggested.
       Participants will leave with a deep understanding of why collegiality must be preserved and how best to deal with colleagues and
       situations which erode collegiality. They will leave with a warm heart and a smile on their face… guaranteed!
       Steven Shama, MD, Brookline Village Dermatology

12:00 Luncheon

1:30   Health 2.0, CEO’s and Hospital Life
       Hospital CEO’s are blogging about life, work and everything in between. Hear how they spotlight medical excellence and inspire
       conversation about the changing face of healthcare from the perspective of service.
       Through personal reflection each strives to provide information for current and emerging hospital leaders relating to health policy,
       science and news.
       Marty Bonick, President & CEO of Jewish Hospital
2:45   One on One Critiques; Meet with Seasoned News Directors, Journalists, Talent Agents and Publishers
         • Film Audition Tapes
         • Talent Agent Auditions
         • Perfecting the 10 Second Sound Bite
         • Talk Radio Interviews
         • Story Pitching

3:00   Workshop: The Power of Documentary
       How much do we really know about the food we buy at our local supermarkets and serve to our families?
       In Food, Inc., filmmaker Robert Kenner lifts the veil on our nation's food industry, exposing the highly mechanized underbelly that
       has been hidden from the American consumer with the consent of our government's regulatory agencies, USDA and FDA. Our
       nation's food supply is now controlled by a handful of corporations that often put profit ahead of consumer health, the livelihood of the
       American farmer, the safety of workers and our own environment.

       Optimizing Headlines and Posts to Build your Google Reputation
       Headlines play an important role in Google deciding whether a page is relevant or not. And when it comes to writing headlines, many bloggers (and
       copywriters in particular) are great at coming up with witty, attention-grabbing ones that HUMANS think are clever… but are lousy at attracting
       search engine traffic.
       Search engines like Google can generate you a ton of traffic – and you don’t have to pay for it.
       Phil Baumann, President & CEO, Carevocate LLC

       From Pitch to the Segment and Beyond
       This roundtable session will discuss how to form a great pitch and see it through to an on-air appearance by using real examples of
       exchanges between "us" and producers and show a video of the segment.
          • How to get a producer’s attention with the pitch
          • How to assist the producer in the development of the segment to ensure key points are made.
          • How to control the segment while on the air with expert media tips, and then highlight the proper follow-through to be asked
       Each participant will be asked to pitch a segment idea where we play the producer and accept, critique and/or help sculpt the pitch.
       Then conduct a mock camera interview with our expert tips and tricks.
       Tanya Remer Altman, MD
       Alanna Levine, MD

       A Low Cost Model to Creating High Quality Videos
       For those managing shrinking budgets, the dilemma of matching your shrinking resources and growing demands to market and inform
       your audience (patients, students, staff, etc.), this workshop will provide you with techniques to create quality videos at a reasonably
       low cost. Technology has afforded many the ability of bypassing costly production companies in order to create high quality in house
       Participants of this session will learn about:
           • Integrated user-friendly video editing software programs
           • Techniques for structured interviews to reduce post-production time while enhancing the delivery of your message
           • Standard lighting and camera techniques
           • Posting videos on YouTube and other platforms for viral circulation
       Richard Gooden, Health Communications Specialist, Morehouse School of Medicine

       Workshop – Music, Media and Health Literacy
       This workshop will build on the opening presentation and offer an overview of how to integrate music into the news and media to
       increase awareness, reduce embarrassment, and explain fundamental health concepts. We will discuss “song bites” versus “sound
       bites” and the steps involved in producing the music. We will also explore the different applications of music and the range of settings
       and audiences for which it can be used.
       Mache Seibel, MD, Professor of Obstetrics and Gynecology, Director of the Complicated Menopause Program at the
       University of Massachusetts Medical School; Founder Healthrock

       Be Absolutely, Positively Indispensable to the Media—Take Your Success to the Next Level
       You have built your brand and have had success doing media interviews. Now it's time to take it to the next level. Steve Erickson and Ed Banks
       give you the tips and tactics needed to become the first person on the resource list of important reporters and editors. Learn tried and true
       techniques to increase your media "footprint" and keep reporters calling.
       Learning Objectives:
           • Making it so easy for reporters to contact you they can't resist
           • Being Quotable every time
           • Finding the balance between proactive and informational
           • Giving information that feels exclusive even when dealing with multiple media outlets
           • Leveraging non-media events and opportunities to build and even bigger media audience
       Steve Erickson, Chief Communications Officer, American College of Cardiology

4:15   NAMC Book Club—Authors Roundtable
       One of the challenges physician authors face is marketing their books beyond the first few weeks. The key to successful marketing is
       to reach the target market, creating awareness and persuading the target market to read it. In this roundtable session you will interact
       with other published authors who will tell you what your publisher doesn’t!
       Doug Bremner, MD, Emory University, Before You Take that Pill
       Steven Lomazow, MD, FDR's Deadly Secret

       Climb Those Marble Stairs: The Secrets to Petitioning Your Government Officials
       Have you ever noticed how some organizations hold sway with lawmakers and regulators time after time? They realize they need
       more than the facts on their side. In this hands-on session, Washington, D.C., insiders Steve Erickson and Ed Barks give you the
       insights and skills you need to advocate your position before policymakers.
       They reveal how to:
           • Deliver action-oriented legislative testimony
           • Control the parry and thrust of Q&A
           • Pinpoint the opinion leaders you need to persuade
           • Minimize bullying by ego-driven office holders
           • Gain more from your next visit to Capitol Hill or your state legislature
       Steve Erickson, Chief Communications Officer, American College of Cardiology

6:30   Networking Reception

8:00   End of Day Two
   30th Annual Medical Communications Conference
                     Atlanta GA

April 23, 2010

Day Three

8:30   One on One Critiques; Meet with Seasoned News Directors, Producers, Journalists, Talent Agents and Publishers
         • Film Audition Tapes
         • Talent Agent Auditions
         • Perfecting the 10 Second Sound Bite
         • Talk Radio Interviews
         • Story Pitching

       Engaging Underserved Markets Using Mobile Technology
       With over 1000 phones out in the hands of patients this case study will demonstrate significant outcomes with decreased Emergency
       Room visits and hospitalizations.
       Learning objectives:
          • Learn how to use inexpensive cell phones to connect patients to important services offered by a health plan (case management
              and disease management)
          • Learn how to standard operational procedures for a cell phone program in an underserved population
          • Examine the impact a cell phone program can have on different populations - pregnant mothers, the ABD (aged, blind and
              disabled) population, and the mentally ill.
       Mary Mason, MD, MBA, FACP, SVP and Chief Medical Officer, Centene Corporation
       Janice Linehan, PA, Director for Member Connections, Centene Corporation

       Signing on as a Spokesperson: From Perks to Pitfalls
       Physicians prominent in the media often find themselves sought after with propositions to serve as spokespeople, but rarely have
       anywhere to turn to find any sort of detailed guidance about both the perks that can/should be expected of the pitfalls of contract
       negotiation and maintaining professional credibility.
       This session will include specific lessons learned by two seasoned "mediatricians" with several years’ worth of experience serving as
       national expert spokespeople for major corporations.
       Laura Jana, MD
       Jennifer Shu, MD
     Build a Robust Health Prevention Website to Extend the Reach of Your Practice and to Differentiate Your Medical Center The approach of
     using mobile apps and web based health literacy and wellness programs is growing; learn a scalable approach to implementation of interactive
     game based applications
         • Making a customized site
         • Using mobile apps
         • Creating health avatars
     Ash Damle, CEO, Medgle Inc.

     How to Propose, Sell and Market a New York Times Best Selling Non-Fiction Book, If You're Really Lucky
     The top 6 words in book marketing are "Nice to see you again, Oprah." But what if you're not there yet? You can adopt a step-by-step
     successful attitude and approach; you can aim high (what if you make it? see New York Times, above); and you can put together the
     right team, strategies and tactics to create a best-seller.
     Attendees can expect to learn a smart, practical attitude and several different approaches to achieving their goal of publication;
     and to learn strategies and tactics to achieve sales and popular success.
     John La Puma, MD, FACP

10:00      Develop and Implement a Dynamic Easy-to-Use, Web 2.0-based, Online Newsroom to Post News and Events in a Highly Visible and             Formatted: Bullets and Numbering
     Engaging Format
        • Become a credible and timely resource for journalists seeking health-related stories by creating a one-stop shop for material they will need
           for their coverage
        • Leverage online PR and viral marketing, including traffic driving, link-building, adding comments and links to healthcare industry leader
           sites and targeted push to healthcare journalists and “citizen” journalists
        • Reach community through targeted health articles (Check-Up) focused on service lines and key health initiatives
        • Establishing Critical Success Factors and Evaluate Resources
        • Creating Metrics for Resource Management for Successful Project Management
     Kathleen Ellis, Director of National Communications, Medical University of South Carolina

     Harnessing the Power of Mommy Bloggers and Managing your Social Media Profile to Drive Marketing Results
     According to a Google study, women's use of search doubles when they become a mom, and a new mom is born every seven seconds in the US.
     It’s not surprising that moms have become experts in Search – what Google is calling “Black Belts.” Three out of four moms claim that they’ve
     gotten better at search since becoming a mom. They have moved beyond the 1-, 2-, or 3- word queries to long and specific strings. They want
     information and advice relevant to where they are right NOW.

     The days of finding a mom because she’s searching for “fever” are far behind.
       Now you need to be there when she’s searching for “28-month old 101.9 degree fever” or “3 year old lactose intolerant symptoms.” And you need
       to appear on that first page in either ads or organic results: only 31% of the moms in Google’s study move beyond page one, with 34% saying that
       they only look at the top of the first page.

       Moms are also finding close friends of the flesh-and-bone kind online: they are reaching out to each other for community and advice — beginning
       with the very first glimmerings that she might be pregnant.
       Finding those mommy bloggers who are the strongest “influencers” has been a treasure chest for building communities and driving sales.
       The key is to be ‘plugged-in’ to where moms are, and the plethora of recent data seems so show that the brightest glow of energy is coming from
       Social Media and Search.
       Ruth Nightengale, VP Account Management, Reprise Media

11:30 Money in Medicine, Sin or Salvation
      The free market, which includes most practicing physicians, publicly supported biomedical researchers, and private drug and device
      companies, has succeeded spectacularly in delivering new medical technologies to the public. Increased interactions between doctors
      (physicians and biomedical researchers), epitomized by the founding of the biotechnology revolution, have and can continue to
      accelerate this delivery.
      A powerful anti-commercial advocacy movement that has blossomed over the past 20 years threatens this momentum. This movement
      has succeeded in inverting reality by demonizing the market and by promoting distorted and damaging views of professionalism and
      of science. Most ominously, it has imposed onerous and counterproductive regulations on medical education and translational
      Thomas P. Stossel, MD, Director, Translational Medicine Division, Senior Physician, Hematology Division, American Cancer
      Society Professor of Medicine Brigham & Women’s Hospital, Harvard Medical School

12:30 Luncheon

1:30   End of Day Three
       Close of Conference

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