2011 Conference: Video

Opening Plenary - Tuesday, August 9, 2011

Download this video [MP4 - 154,862 Kb]
Mattice A. Haynes Slides (1.5 mb, 16 pages)

Mattice A. Haynes
Senior Associate
America Speaks

Description: Dr. Mark Weber, Director, Office of Communications, Substance Abuse and Mental Health ServicesAdministration (SAMHSA), introduces Mattice Haynes, Senior Associate, AmericaSpeaks, during the opening plenary session for the 2011 National Conference on Health Communication, Marketing, and Media. She has played key roles and supported over a dozen AmericaSpeaks projects. She has experience in project management, public outreach, program design, facilitation, training, and meeting production. She manages her own community and public engagement consulting practice, The Art of Community, LLC, based in Decatur, Georgia. Ms. Haynes currently serves as a community coach, providing technical assistance to neighborhood grantees for The Community Foundation for Greater Atlanta’s Neighborhood Fund.

Top

Opening Plenary - Tuesday, August 9, 2011

Download this video [MP4 - 299,550 Kb]
Walker Smith Slides (9.42 mb, 43 pages)

J. Walker Smith, PhD
Executive Chairman
The Futures Company

Description: Donna Garland, Conference Co–chair; Associate Director for Communication, Centers for Disease Control and Prevention, introduces J. Walker Smith, PhD, during the opening plenary session for the 2011 National Conference on Health Communication, Marketing, and Media. J. Walker Smith, PhD, is the executive chairman of The Futures Company (www.thefuturescompany.com), a global trends and futures research consulting firm. Dr. Smith is an authority and a frequently quoted commentator on global consumer trends, which makes him a sought–after speaker on marketing strategy. He has been described by Fortune magazine as “one of America′s leading analysts on consumer trends.”

Top

Morning Plenary - Wednesday, August 10, 2011

Download this video [MP4 - 226,863 Kb]

Rhonda Lowry, MS, BS, (Moderator)
Vice President, Emerging Social Web Technologies,
Turner Broadcasting System, Inc.

Panel Presenters

Ed Keller, MA,
CEO
The Keller Fay Group

Greg Pharo, MBA, Director,
Market Research and Analysis
AT&T Mobility and Consumer Division

Jack Wakshlag, PhD, MA,
Chief Research Officer
Turner Broadcasting System, Inc.
 

A Conversation on Social Media Promises, Myths, and Mysteries

Description: Wednesday morning Plenary Panel Session - "A Conversation on Social Media Promises, Myths, and Mysteries." Four leaders from media and marketing firms share some of the lessons they've learned implementing social media practices and research. The panelists will wrestle with questions ranging from how social media fits within the communication mix, how it works, what the critical research and evaluation questions are, and share some data and analyses.

Top

Special Session #1 - Wednesday, August 10, 2011

Download this video [MP4 - 521,315 Kb]

John Strand (Moderator)
Vice President and Center Director
Center for Social Marketing and Behavior Change
FHI 360

Panel Presenters

Jonah Berger, PhD
James G. Campbell, Jr.,
Memorial Assistant Professor of Marketing
The Wharton School
University of Pennsylvania

Robert Hornik, PhD
Wilbur Schramm
Professor of Communication and Health Policy
The Annenberg School for Communication University of Pennsylvania

Bill Smith. EdD
Editor
Social Marketing Quarterly
 

Stump the Chumps: An Investigative Conversation on Research and Evaluation

Description: Wednesday afternoon Special Session - "Stump the Chumps: An Investigative Conversation on Research and Evaluation." Three distinguished presenters opens the afternoon with provocative presentations laying out the research pitfalls and opportunities facing modern marketing communication professionals. How do we make the case that we are having an impact if we cannot implement textbook research designs? What kinds of messages go viral in the commercial world and how do we know? And given all the focus groups, triads, observations and in-depth interviewing we do, how do we avoid confirmation bias, anchoring errors, search satisfaction, and hot/cold confusion?

Top

Special Session #2 - Wednesday, August 10, 2011

Download this video [MP4 - 543,900 Kb]

R. Craig Lefebvre, PhD (Moderator)
Chief Maven
socialShift

Panel Presenters

Elizabeth Carger
Olson Zaltman Associates (OZA)

Kevin Dame, MBA
IDEO

Chris Waugh
IDEO

Megan Lewis, PhD
RTI International

Innovations in Listening, Understanding, and Inspiring for Change

Description: "Listening for Change" involves transformations in how we approach our work and the people we work with and serve if it is to be more than a rhetorical priority. To make this shift, health communication and marketing professionals need to learn to do more than listen better to gain an understanding and empathy with people we used to call audiences. "Listening for Change" also means redesigning some of the ways in which we do our work. This Special Session focuses on three innovative methods that provide us new perspectives on and methods for listening, understanding, and empathizing with people we wish to serve. But the process does not stop there. The session demonstrates how each of these approaches can be used to develop strategies to address public health issues and change behavior.

Top

Special Session #3 - Wednesday, August 10, 2011

Download this video [MP4 - 500,925 Kb]

Thomas E. Backer, PhD (Moderator)
President
Human Interaction Research Institute

Panel Presenters

Carol Bloomberg
Principal Associate
Abt Associates

James W. Dearing, PhD
Senior Scientist
Institute for Health Research Kaiser Permanente

Cheryl Holt
National Council for Community Behavioral Healthcare

Robert Mayer
Senior Advisor for Health Information Technology
Substance Abuse and Mental Health Services Administration (SAMHSA)

Mark A. Weber, MBA
Director, Office of Communications
Substance Abuse and Mental Health Services Administration (SAMHSA)

Promoting Integration of Behavioral Health Screening Into Primary Care: Three Innovative Communications Approaches

Description: Integrating behavioral health into primary care medicine requires innovative approaches to helping physicians (and allied health care personnel in the "health home" now widely advocated as key to successful health reform) learn about and use simple, effective screening tools for identifying mental health and substance abuse problems. The Substance Abuse and Mental Health Services Administration (SAMHSA), along with other federal agencies like the Health Resources and Services Administration and the Centers for Medicare and Medicaid Services is working actively with national health and behavioral health organizations to create these screening tools and to promote their effective communication.

Top

Special Session #1 - Thursday, August 11, 2011

Download this video [MP4 - 547,841 Kb]

Leandris Liburd, PhD, MA (Moderator)
Director
Office of Minority Health and Health Equity
Centers for Disease Control and Prevention (CDC)

Panel Presenters

Robert Adams, Jr., PhD
Executive on loan from the Fetzer Institute
The King Centers for Disease Control and Prevention

Lynne Anderson
Winship Cancer Institute
Emory University

Judy Fortin
The American Cancer Society

Mike Greenwell
Vice President, Health Marketing & Communications
Danya International, Inc.

Bridging the Jargon Gap: Creating a Voice for Health Equity
 

Description: Efforts to close the gap in health disparities require action from multiple partners in society. Though the health sector plays a vital role, action on the part of the general public is essential to making the kind of change that is necessary to ensure health equity across society.
The way in which we in public health have communicated about such issues as health disparities, health equity, and inequalities has failed to gain traction among many of the partners necessary in our efforts—education, transportation, justice, the media, and the communities most affected by health disparities. We need to initiate a dialogue that is free of jargon, and use language that puts people at the forefront and clearly expresses the concepts of health equity. Only then can we raise and sustain the visibility for health equity that is necessary for joint action.

Top

Special Session #2 - Thursday, August 11, 2011

Download this video [MP4 - 550,665 Kb]

Thomas E. Backer, PhD (Moderator)
President
Human Interaction Research Institute

Panel Presenters

Larke Huang, PhD
Senior Advisor
Substance Abuse and Mental Health Services Administration (SAMHSA)

Richard Lucey, Jr.
Center for Mental Health Services
Substance Abuse and Mental Health Services Administration (SAMHSA)

William Trefzger, MS
Communications Services Team
Office of Communications
Substance Abuse and Mental Health Services Administration (SAMHSA)

Mark A. Weber, MBA
Director, Office of Communications
Substance Abuse and Mental Health Services Administration (SAMHSA)

Creating Positive Change in How America Thinks About Behavioral Health:
SAMHSA's Communications Plan

Description: The American public looks to the Substance Abuse and Mental Health Services Administration (SAMHSA) as the principal source for accurate and timely information about behavioral health - prevention, treatment, and recovery supports. This interview-style panel will explore how a strategic communications plan is leading SAMHSA's move into the future - where behavioral health is fully integrated with health in the United States and seen as such by the American public as well as providers and service recipients.

SAMHSA's recently refined program structure for implementing this plan has four major components. Each will be briefly reviewed during this session: (1) a Public Engagement Platform that disseminates SAMHSA communication products both in print and electronic form, and handles treatment referrals; (2) communications support for all units and activities at SAMHSA, including working with the media and using technology ranging from a sophisticated website to a Facebook page, Twitter feeds, and other social media; (3) a staff-led system for refining and processing products created by SAMHSA's contractors and grantees; and (4) a Strategic Communications Framework that ties all these activities together.

Top

Special Session #3 - Thursday, August 11, 2011

Designing for Change in Public Health Programs

R. Craig Lefebvre, PhD (Moderator)
Chief Maven
socialShift

Panel Presenters

Jennifer Kasten, PhD
The Clinical Technical Assistance Project

José Esquibel
State Project Director of SBIRT Colorado

W. Reed Forman, MSW
Lead Public Health Advisor
SAMHSA’s SBIRT grantee program

Description: “Listening for Change” involves transformations in how we approach our work and the people we work with and serve if it is to be more than a rhetorical priority. To make this shift, health communication and marketing professionals need to learn to do more than listen better to gain an understanding and empathy with people we used to call audiences. “Listening for Change” also means redesigning some of the ways in which we do our work. This session focuses on the experiences of one set of stakeholders that decided it was time to rethink how they communicate about and market substance abuse treatment programs and services. In order to make the shift, they looked at design thinking and service design for their models and inspiration.

Top