next generation comprehensive breast centers of excellence • … · 2016-09-12 · next...

Next Generation Comprehensive Breast Centers of Excellence • Sept. 23 - 25, 2015 • Cleveland, OH

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Cleveland Clinic’s Breast Center offers a full array of collaborative services, from initial screenings and diagnosis to innovative treatment and supportive counseling. We realize that each person is unique, so our personalized multidisciplinary team approach ensures that you will receive the care that is best for you.

Cleveland Clinic Breast Centers at Main Campus, Beachwood Family Health Center and Fairview Hospital have been awarded a three-year full accreditation designation by the National Accreditation Program for Breast Centers (NAPBC), a program administered by the American College of Surgeons. Accreditation by the NAPBC is only given to those centers that have voluntarily committed to provide the highest level of quality breast care and that undergo a rigorous evaluation process and review of their performance. A breast center that achieves NAPBC accreditation has demonstrated a firm commitment to offer its patients every significant advantage in their battle against breast disease.

Featuring a Tour of Cleveland Clinic’s Breast Center:

• CreatingaStateoftheArt Comprehensive Breast Center to optimizepatientcare,enhanceworkflowand efficiency

• Maximizingcompetitiveadvantageby providing innovative, integrated, high-quality and cost-effective care

• Discussdifferentavenuesof incorporating cost-effective care and the benefits of implementing specific programs such as the affordable care act

• Exploringandcomparingdifferentaccreditation programs for breast centers

• PatientAdvocacyandNavigation

• Reimbursementupdate

• Exploringthemost-up-to-datetechnologies

• Facingpracticalissuesin multidisciplinary management of breast cancer

• Formingandimprovingan interdisciplinary approach to achieve excellenceinbreastcareandmanagement

• Strategiesoncomprehensivecoverage

• TheCancerParadigmShift

• OptimizedcoordinationofCare:Navigating a patient from point of screening mammogram through to completion of breast cancer treatment.

• Addressingnavigation,integrativeoncology and survivorship programs

• Metricsandmeasurementsforthequality of care within a Breast Center

Key Topics Include:

The 7th National Conference on

NEXT GENERATION COMPREHENSIVEBREAST CENTERS OF EXCELLENCEDeveloping and Implementing Comprehensive Breast Programs and Services to Maximize Competitive Advantage, Meet Increased Demand and Exceed Patient Satisfaction

September 23 - 25, 2015 • Cleveland, Ohio

Moving Forward

Tel: 312 780 0700 • Fax: 312 780 0600 • Web: www.acius.net • @ACI_US


Active Communications International, Inc. (ACI) is a leader in conference planning and production. With offices in Chicago, London, Pune, Portland, Poznan and Milwaukee, we produce world-class events focusing on areas of most relevance to our served industry sectors. We are dedicated to deliver high-quality, informative and value added strategic business conferences where audience members, speakers, and sponsors can transform their business, develop key industry contacts and walk away with new resources.

About ACI

AdministrativeandClinicalLeadersRepresentingCommunityHospitals,AcademicMedicalCenters,HealthSystems,andLong-TermCareFacilities.Primarytitlesinclude:

• CEOs,CMOsandCOOs

• BreastHealthCoordinators

• DirectorofNursing

• AdministrativeDirectorsofBreastCenters

• ClinicalCoordinators

• MedicalDirectors

• BreastSurgeons

• Directors/VPsofOncology

• DirectorsofBreastImaging

• Directors/VPsofWomen’sHealthServices

Who Will Attend:

Jane Perry,DirectorofMarketDevelopment Devicor Medical Products & Leica BiosystemsDarius Gilvydis, MD,DirectorofWomen’sImaging Edward Hospital, Naperville, IllinoisBenjamin Calhoun, MD, PhD,DirectorofBreastPathology Cleveland ClinicHolly Pederson,Director,MedicalBreastServices Cleveland ClincKitty Ribar, Nurse Manager - Breast Center Cleveland ClincShelly Weber,LeadQAMammographyTechnologist Cleveland ClincKevin Hughes, Associate Professor of Surgery at the Harvard Medical School Massachusetts General HospitalStephen Grobmyer, MD, Head of the Breast Center Cleveland ClinicGuy McClurkan,COO Spirit Health GroupGreg Patrick,SeniorEnergyAnalyst,President RedRick Technologies, Inc.Tanya Abreu, President and Founder WOW Health GroupDr. Jame Abraham,Director,BreastOncologyProgram Cleveland ClinicWilliam Dooley,TheG.RaineyWilliamsProfessorofSurgicalOncology University of Oklahoma Breast InstituteDonna Ferguson,Sr.DirectorOutpatientServices Henry Mayo Newhall Memorial HospitalTerry Bucknall,Director Henry Mayo Newhall Hospital Sheila R. Veloz Breast CenterDr. Leah Sieck, Breast Imager, Imaging Institute Cleveland ClinicDr. Halle Moore,StaffPhysician,SolidTumorOncology Cleveland ClinicJoshua Mattson,ClinicalOperationsManager:CancerPro-grams Mayo ClinicRyan Noss,GeneticConselor Cleveland ClinicDan Dunlop, Principal Jennings

Confirmed Speakers Include:

ACIisexcitedtoannounceourupcomingComprehensiveBreastCentersofExcellenceconferenceSeptember23-25,2015.Don’tmissthis opportunity to learn from and network with representatives from organizations nationwide that are prepared to deliver superior service to a growing population.

Thisyear’sconferencewillhighlightanddiscussamyriadoftopicsthatarerelevanttoprovidingidealpatientcare.Topicsofinterestthatwill be introduced and discussed are the use of up-to-date methods, treatments and equipment, as well as ways to improve our treatment options in effort to continue combating breast cancer. We will also explorethebenefitsandimpactthePatientProtectionandAffordableCareAct.Masteringthelattervariableswillinsurequick,costefficient,and effective treatment at your Breast Center.

Embracethisopportunitytonetworkandlearnfromthetoponcologyexecutivesandadministratorsastheyspeakonthedevelopmentand success of their own managerial models. Learn how to do what ittakestobecomeaBreastCenterofExcellenceanduncoveryourcenter’struepotential.Ourconferenceisfocusedonexploringthelatest developments to increase patient volume, improve outcomes andexcelintotalpatientbreastcancercare.

Exploretechniquestobetterequipyoucancercenterwiththelateststrategies and advancements in medical technology through real case studies, research findings and organizational models from renowned cancerprograms.Registerforthisexclusiveindustryconferencetolearn strategies from the top industry leaders and innovators!

Content & Theme:



8:00AM-8:45AM REGISTRATION & CONTINENTAL BREAKFAST

8:45AM-9:00AM TAUSSING CANCER INSTITUTE CHAIRPERSON’S OPENING ADDRESSStephen Grobmyer, MD, Head of the Breast Center Cleveland Clinc

9:00AM-10:00AM RISK BASED SCREENING AND THE NEW BREAST DENSITy LEGISLATION, USING RISK MODELS TO DETERMINE THE NEED FOR ADDITIONAL INTERvENTIONS TO PREvENT CANCER OR FIND IT EARLy

Breast density legislation and the move toward risk based screening have placed increasing emphasis on the need for risk assessment in the breast imaging center. A center must collect a thorough family history and risk factors on every patient, run risk models, incorporate density and develop an individualized screening and prevention strategy. An approach to automating this process using health information technology will be discussed.Key issues to be discussed include:• Whatriskmodelsareusefulandnotusefulinthebreastcenter • Howtoincorporatedensityandriskintoanindividualizedscreening• Howbreastdensityaffectsriskandthescreening andpreventionstrategyforeachpatientKevin Hughes, Associate Professor of Surgery at the Harvard Medical School Massachusetts General Hospital

10:00AM-10:30AM MORNING REFRESHMENT BREAK & EXHIBITS Sponsored by Genomic Health

Conference Day One • September 24, 2015:

Youareinvitedtoattendthispre-conference,interactiveworkshoptodiscusswhatitwilltaketobecomeaBreastCenterofExcellence.Whenyour breast center achieves accreditation it is guaranteed to be held to the highest standards of care for patients with diseases of the breast. Pleasenote,duetotheInteractivenatureoftheworkshop,spaceislimitedandRSVPisstronglyencouraged.

2:30PM-3:00PM WORKSHOP REGISTRATION

3:00PM-4:00PM BETTER TOGETHER: IMPROvING QUALITy AND WORKFLOW IN BREAST DISEASE DIAGNOSTICSAs Comprehensive Breast Centers prepare for sweeping changes, such as the shift to value-based care, emphasis on patient satisfaction scores and new quality metrics, improved coordination between departments is critical.FromtheBreastBiopsySuitetothePathologyLab,innovationsandapproachesareforgingsignificantimprovementsinquality,workflowanddigitalinformationexchange.LearnfromkeyopinionleadersinDiagnosticRadiologyandAnatomicPathologyhowthesedisciplinescanworktogethertoimplementtechnicalandprocesschangestoachievegreateraccuracyindiagnosis,improvedworkflow,andreducedTurnAroundTimes(TAT)todeliverhigherqualitypatientoutcomes.Also,learnhowtheintegrationofMammotome(globalleaderinvacuum-assistedbreastbiopsy) with Leica Biosystems (global leader in anatomic pathology solutions and automation) is helping to advance cancer diagnostics to improve patients’ lives.Attendees will learn how to:• Establishthe“StateoftheArt”BreastBiopsySuitetoensure • Understandhowthoroughdocumentation&digitalexchange highestqualitytissuesampling,imagingandimprovedworkflow supportimproveddiagnosticassessment• Ensureseamlessintegrationfrombreastbiopsytissueacquisition • The“non-cancertumorboard”–improvingcollaborationforhigh to tissue processing risk patientsJane Perry,DirectorofMarketDevelopment Devicor Medical Products & Leica BiosystemsDarius Gilvydis, MD,DirectorofWomen’sImaging Edward Hospital, Naperville, IllinoisBenjamin Calhoun, MD, PhD,DirectorofBreastPathology Cleveland Clinic

4:00PM-6:00PM BECOMING THE LEADER IN BREAST CARE: STEPS TO BECOMING A BREAST CENTER OF EXCELLENCEWorkshop Leaders: Holly Pederson,Director,MedicalBreastServices Cleveland ClincKitty Ribar, Nurse Manager - Breast Center Cleveland ClincShelly Weber,LeadQAMammographyTechnologist Cleveland Clinc

Pre-Conference Interactive Workshop • September 23, 2015:



10:30AM-11:15AM WINNING WITH WELLNESS: BREAST CENTERS AS THE CATALyST FOR POPULATION HEALTHIntherapidlychanginglandscapeofhealthcarereimbursement,wellnessandpreventiveservicesaretakingcenterstage.Forthefirsttimeonabroadscaleconsumers(andparticularlyfemaleconsumers)havenear-universalaccesstopreventiveservices.Thissessionwilloutlinethebusiness opportunities and provide an operational outline necessary to capitalize upon two vastly underutilized and well-reimbursed wellness visitsprovidedundertheAffordableCareAct.Thissessionprovidesdetailedstrategiesandreplicablemodelstodriveappropriatevolumetoyour breast center and to provide an ongoing patient engagement channel for population health and wellness.

Key issues to be discussed include:• BreastCenterscanserveasacatalystforyourhealthsystem’s • Toincorporateprovenconsumerrecruitment,activation, populationhealthstrategybyexploitingtwospecificelementsof navigationandretentiontoolsintoyourbreastcenterstrategyto the Affordable Care Act’s heightened focus on preventive care. promote overall health system growth.• Togainandretainpatientvolumethroughcross-promotionof women’s wellness

Guy McClurkan,COO Spirit Health Group Guy McClurkan brings over 20 years of hospital, healthcare system and higher education leadership experience to his role as COO of Spirit Health Group. With specialization in hospital operations, health system strategic planning, marketing and business development, Guy leads strategic growth efforts in partnership with healthcare organizations nationwide. He is responsible for developing, implementing and measuring population health strategies to engage, educate and navigate consumers; engage physician groups; identify incremental revenue and competitive opportunities which drive top-line health system growth and to improve the overall health and wellness of each community. Prior to his work at Spirit Health Group, Guy led strategic growth efforts at two leading universities. Developing and executing strategic initiatives provided new sources of funding for each university’s primary education and research missions - while expanding operations, creating value and meeting strategic objectives to achieve overall growth. Guy earned a Master of Health Administration from the Medical College of Virginia.

11:15AM-12:00PM HOW A STATE OF THE ART BREAST CENTER CAN ENHANCE PATIENT CARE DELIvERy AND WORKFLOW EFFICIENCy WITH AN OPTIMIzED READING ROOM ENvIRONMENT.

Breast imaging providers must continue to differentiate themselves by delivering customer service beyond that mandated by law. Changing reimbursement underscores the need to optimize all aspects of the organization and ensure that patients increasing need for personalized medicineismet.Thispresentationwillprovideinsightsintothewaysabreastcentercanenhancecustomerservice,patientsatisfaction,and create a competitive advantage through proper reading room design and siting.

Key issues to be discussed include:• Articulatethesupportingroleofthereadingroomenvironment • Optimizereadingroomergonomicstoimprovethepatient towardsmeetingvalue-basedimaginggoals experienceandtheradiologist’sabilitytomeetpatientcareneeds• Identifyandimplementsimpleimprovementswithintheirreading room environments

Greg Patrick,SeniorEnergyAnalyst,President RedRick Technologies Inc. For over 12 years, Greg Patrick has been helping radiology departments and medical imaging facilities optimize their reading environments. As the owner of RedRick Technologies, Greg is focused on helping clients maximize department productivity, clinical and patient workflow, and use space wisely to meet the evolving needs of medical imaging. Greg is a thought leader and educator who is focused on ensuring healthcare administrators have access to the latest thinking on how reading room environments can support the operational goals of both Radiology and the healthcare enterprise.

12:00PM-1:15PM LUNCHEON FOR DELEGATES & SPEAKERS

1:15PM-2:15PM INDUSTRy INTELLIGENCE BRIEFING ON THE NEW HEALTHCARE CONSUMER: WHAT yOU ABSOLUTELy NEED TO KNOW RIGHT NOW TO PROTECT yOUR BREAST PROGRAM

InthewildwestofU.S.healthcare,base-pricing,bundling,andchangingdiagnosticscreeningguidelinesarehammeringatthefoundationof most freestanding diagnostic breast programs. Will yours survive the increasing pressure of reform? In this practical and fast-paced presentation,veteranhealthcarestrategistTanyaAbreu,willsharecriticalindustrytrendsandmarketintelligenceonhowtoattractandleverage the new healthcare consumer as your best ally for success.

Attendees will learn how to:• Understandhowculturalinfluencessuchastechnology,wealth, • Recognizethenew“connectedfemaleconsumer”andhowshe andagingaffectthecorebusinessofdiagnostichealthcare processes,accepts,orrejectstheexperienceofhealthcare• LearnhowthescienceofUX(userexperience)isgrowing • Considertheemergenceoftelemedicineandmobilediagnostics beyondwebsiteplanningandintogeneralconsumerexpectation asbothfoeandally• Synthesizetheconceptsofthebriefingpresentationintoa 3-pointactionplan

Tanya Abreu, President and Founder WOW Health Group Tanya Abreu is co-founder and President of WOW Health Group forging new models in physician success and healthcare consumer championship. Prior to WOW, she served for 15+ years as the co-founder and Chief Vision Officer for Spirit Health Group, the nation’s only think tank comprised exclusively of hospitals and clinical providers focused on accelerated business performance and innovation in women’s health.

2:15PM-2:45PM PICK UP AND DROP OFF TO TOUR



8:00AM-8:45AM REGISTRATION & CONTINENTAL BREAKFAST

8:45AM-9:00AM CHAIRPERSON’S WELCOME & OPENING ADDRESSDr. Jame Abraham,Director,BreastOncologyProgram Cleveland Clinic

9:00AM-9:45AM USING QUALITy TO DRIvE A TREANSFORMATIONAL CULTURE IN BREAST CENTERSExperienceintheestablishmentanddevelopmentoftwoacademicbreastcenters(JohnsHopkinsandUniversityofOK)willbeusedtoshowhowbreastprogramscandevelopanewcultureofquality.Usualmechanismsofresistanceandhowtoovercomethesewillbediscussedusingrealexamples.Analyzingyourownprogramsresultsanddevelopingtargetedstrategiesforimprovingtheregionalpublicbreasthealthwillbedemonstratedbyexample.Attendees will learn how to:• Developpatientandstaffsurveysastoolstotransformculture • Examineandchartacourseforqualityimprovementswith and quality measurable outcomes• Understandyourregionalmarketanditsneedsandtailoryour programtofitauniquenicheinthatmarketDr. William Dooley,theG.RaineyWilliamsProfessorofSurgicalOncology University of Oklahoma Breast Institute Dr. Dooley joined OU in January 2001, recruited from Johns Hopkins University where he directed its Breast Center from its inception in 1992. He currently holds the G Rainey Williams Professorship and Chair in Surgical Oncology in OU’s Breast Institute. As the most sophisticated research center for breast cancer in the region, the OU Breast Institute brings up-to-date care to its patients and enrolls more women in clinical trials of investigational treatments to prevent and treat breast cancer than rate at any other American center. The world-class surgeon received his medical training at Vanderbilt and his surgical training at Johns Hopkins and Oxford Universities. He has successfully used a new diagnostic procedure to detect breast cancer at its earliest stages- ducal lavage and new ductal micro-endoscopy to find and treat cancerous and pre-cancerous lesions in the breast years before a mammogram can detect the lesions. He has numerous national and international awards for his pioneering breast cancer research and publications into quality improvements in breast centers.

9:45AM-10:30AM DEvELOPING HIGH RISK SCREENING PROGRAMBefore developing signs and symptoms of breast cancer or a breast mass, women can be screened for their genetic risk to develop breast cancer intheirfuturewithasimplepainlesstest.ThelabtestresultsforthegeneticmarkersBRCA1andBRCA2canbeusedinthedecisionmakingprocess by women and their female relatives. A comprehensive breast center provides high risk testing and genetic counseling to assist in future breastcaredecisionoptions.Thisprogramcanbedevelopedeveninasmallcommunityhospitalbreastcenter.Key issues to be discussed include:• Administerashortsurveyofgeneticriskquestionstoeach • DevelopaHighRiskgeneticprogramthatincludesareferral patientreceivingascreeningordiagnosticmammogram processtoageneticist(internalorexternal)whenindicatedby• Offerageneticcounselingdiscussionwiththenursenavigator criteria andoptionalBRCA1andBRCA2testingDonna Ferguson,Sr.DirectorOutpatientServices Henry Mayo Newhall Hospital Sheila R. Veloz Breast Center Donna Ferguson is an RN with experience in Operating Room nursing. She received her Bachelor of Science in nursing degree and completed her MBA with an emphasis in Health Care Management in 2003 from the University of Phoenix. She now teaches health care management courses for the University of Phoenix as well as Operating Room Nursing for College of the Canyons. Ms. Ferguson has worked as a nursing director for a variety of outpatient services including the Sheila R. Veloz Breast Center at Henry Mayo Newhall Hospital for the past 9 years. The breast imaging center at this community hospital opened 12 years ago and has provided almost 15,000 exams and diagnosed more than 850 cancers. The center includes an interdisciplinary team utilizing state of the art technology like tomosynthesis 3D mammography. One of the breast center’s newest services is the High Risk Program.

Terry Bucknall,Director Henry Mayo Newhall Hospital Sheila R. Veloz Breast Center Terry Lynn Bucknall has been in the field of Radiology for 40 years. For the past 34 years, she has worked at Henry Mayo Newhall Hospital in Valencia, California. 13 years ago she was given the task of building from the ground-up and leading the Sheila R. Veloz Breast Imaging Center and has successfully grown the center as an ACR Breast Imaging Center of Excellence and a National Consortium of Breast Centers Certified Quality Breast Center of Excellence. Terry has been an active NCBC member since 2005; served on the 2015 & 2016 NCoBC Planning Committee, is currently serving as the chair for the NQMBC End User Committee, and sits on the Board of Directors for the NCBC and the AHRA Education Foundation.

Conference Day Two • September 25, 2015:

2:45PM-4:45PM EXCLUSIvE SITE TOUR: CLEvELAND CLINICAtTaussigCancerInstitute,morethan250highlyskilleddoctors,nursesand other healthcare professionals provide advanced cancer care to morethan14,000patientswithcancereachyear.Clinicaltrialsandinternationally known cancer research efforts ensure that patients have access to the latest advances in cancer treatment. A range of support programs are available to help patients navigate the changes and challenges associated with cancer.

5:00PM-5:15PM PICK UP AND DROP OFF TO HOTEL

5:30PM CLOSE OF CONFERENCE DAy ONE

5:30PM-7:00PM NETWORKING RECEPTION



10:30AM-10:45AM MORNING REFRESHMENT BREAK & EXHIBITS

10:45AM-11:30AM ADvANCES IN BREAST CANCER TREATMENTDr. Jame Abraham,Director,BreastOncologyProgram Cleveland Clinic

11:30AM-12:15PM ESTABLISHING A QUALITy BREAST IMAGING CENTER: A RADIOLOGIST’S PERSPECTIvEThiscasestudywillsummarizethenutsandboltsofrunningabreastimagingcenterincludingstaffingandtrainingrequired.TherewillbeadiscussionaboutaccreditationasaBreastImagingCenterofExcellenceasdefinedbytheAmericanCollegeofRadiology.Alsodiscussedwill be models of workflow between the multispecialty clinics and the useage of a breast patient navigator in an imaging setting.

Attendees will learn how to:• Performqualitybreastimaging–whatadifferenceabreast • Modelsofworkflowincorporatingradiologyandabreastpatient imager makes! navigator• ComponentsofaBreastImagingCenterofExcellence

Dr. Leah Sieck, Breast Imager, Imaging Institute Cleveland Clinic Dr. Leah Sieck is a fellowship trained breast imager from the Indiana University School of Medicine. She is a member of the breast imaging section at the Cleveland Clinic.

12:15PM-1:30PM LUNCHEON FOR DELEGATES & SPEAKERS

1:30PM-2:15PM BREAST CANCER IN yOUNG WOMENYoungerwomenwithbreastcanceraredisproportionatelyaffectedbyanumberofissuesrangingfromcomplexityoftreatmentneeds,genetic predisposition, psychosocial concerns, and late effects of treatment. Survivorship concerns are important to address early on intheplanningofcurative-intenttreatment.Timelyandcomprehensivemultidisciplinarycareshouldenhanceoutcomeforthisgroupofpatients.

Attendees will learn how to:• Recognizethepsychosocialburdenofabreastcancerdiagnosis • Discusstheroleofgeneticsconsultationinyoungwomenwith in a young woman breast cancer• Understandthecomplexityofinitialmanagementdecisionsin • Discusslateeffectsofcancertreatmentinyoungwomen, young women requiring multimodality management of their including effects on fertility and options for fertility preservation breast cancer

Dr. Halle Moore,StaffPhysician,SolidTumorOncology,TaussigCancerInstitute Cleveland Clinic Dr. Moore has been a member of the Cleveland Clinic Professional Staff since 1999 and is a staff physician in the department of Solid Tumor Oncology at the Taussig Cancer Institute. She received her medical degree from Case Western Reserve University, received internal medicine training at University Hospitals of Cleveland, and completed a fellowship in hematology and oncology at Hospital of the University of Pennsylvania. Dr. Moore’s clinical and research interests are in breast cancer and cancer survivorship. She is a member of the SWOG breast cancer working group and served as lead investigator for an international trial demonstrating the role of GnRH analogs for ovarian function protection during chemotherapy. She has overseen the development of a breast cancer survivorship program at the Cleveland Clinic, the Young Women’s Breast Cancer Clinic, and leads the Taussig Cancer Center Survivorship Committee. She also serves as associate editor for The Journal of the National Cancer Institute.

2:15PM-2:45PM AFTERNOON REFRESHMENT BREAK& EXHIBITS

2:45PM-3:30PM BREAST CANCER CENTER OF EXCELLENCE: AN INTEGRATED MULTIDISCIPLINARy APPROACHBreastCancerCentersofExcellenceexhibitstrongmultidisciplinarycollaborationthroughoutthecontinuumofcarefromIntakethroughSurvivorship.TheMayoClinicBreastPrograminJacksonvilleFloridaisaccreditedbytheNAPBCandhasbeenidentifiedasBestPracticeforIntegratedPatientManagement.ThispresentationwillfocusonourexperienceindevelopingandgrowingtheBreastProgram.

Attendees will learn about:• OrganizationalStructure • Intake• InterdisciplinaryApproach • Survivorship• Navigation • Innovation

Joshua Mattson,ClinicalOperationsManager:CancerPrograms Mayo Clinic Dr. Joshua Mattson is an Operations Manager for Cancer Programs at Mayo Clinic in Florida. In his current role, he oversees the day to day operations for Hematology Oncology, Radiation Oncology, BMT, and the Breast Program. Mr. Mattson has worked in healthcare for 16 years and has been a part of the Mayo Clinic team since 2007. Prior to joining Cancer Programs, he held positions within the Revenue Cycle and the Department of Transplantation. Most recently, Mr. Mattson was the Quality Specialist for the Department of Transplantation, where he created and implemented the Quality Assessment and Performance Improvement program for multiple solid organ programs. In 2012, he presented at the National Learning Congress for Organ Donation and Transplantation regarding Quality and Transparency in care. Mr. Mattson holds a Bachelor of Arts degree in Business Administration from the University of North Florida and the Master of Business Administration from Florida International University. He is a current member of the American College of Healthcare Executives and was a Volunteer for the City of Jacksonville’s Mandarin Athletic Association from 2005-2013.



The Tudor Arms Hotel 10660 Carnegie Ave. • Cleveland, OH 44106ThisEastSidehotelissetinahistoric12-storyGothicRevivalbuildingneartheClevelandClinichospital,and2blocksfromUSHighways20and322,andanRTArapidtransitstop.

Venue Information

3:30PM-4:15PM BREAST CANCER GENETIC TESTING AND GENETIC COUNSELINGThispresentationwillreviewgenesassociatedwithbreastcancerandcurrentgenetictestingoptions.Itwillalsoexplorethebenefitsandchallengesofidentifyingaheritablecauseforabreastcancer.Lastly,thispresentationwilldescribethefieldofgeneticcounselingandbenefitsthisserviceprovidesinthecontextofgenetictestingbreastcancerpatients.Attendees will learn how to:• Assessforpatientsmostappropriateforgenetictesting • Identifythebenefitsandchallengesofgenetictesting• Understandthebroadspectrumofgenetictestingoptions • Understandthebenefitsandroleofgeneticcounseling currently availableRyan Noss,GeneticConselor Cleveland Clinic Dr. Noss is a Board-Certified, State of Ohio Licensed, genetic counselor who has been at the Cleveland Clinic for 3+ years. He obtained his Masters of Science in Genetic Counseling from the University of North Carolina at Greensboro. At the Cleveland Clinic he specializes in cancer genetics with an emphasis on breast cancer. The majority of patients he sees have been recently diagnosed with breast cancer, and he meets with them to talk about the role of genetic testing not only for their family members and long-term management, but immediate breast cancer treatment as well. In addition to patient care, Ryan Noss participates in the Cleveland Clinic Breast Center Leadership Team, Breast Surgery Journal Club, and Breast Fellow Faculty. He also provides clinical supervision to 2nd year genetic counseling students from Case Western Reserve University and sit on their Advisory Board. Lastly, Noss is also the Cleveland Clinic’s Study Coordinator for their participation in the Narod Study as well as the Study Coordinator for their Exome Sequencing in Childhood Malignancies study.

4:15PM-5:00PM A FRESH LOOK AT HEALTHCARE MARKETING : ENGAGING PATIENTS & FAMILIES THROUGH ONLINE COMMUNITy BUILDING

Healthcaremarketingisfacingacrisisofrelevance.Thehealthcareenvironmentis“undergoingradicaltransformation.”Meanwhile,theworldofmarketing is being transformed by the adoption of new digital platforms and technologies. Yet most healthcare organizations continue to market as theyalwayshave.Traditionalservicelinemarketingcannotmeetthechallengeswefacewithinthenewhealthcareecosystem.Andthetraditionalmodelofhealthcaremarketing,whereweprimarilypushcontentinthedirectionoftheconsumer,isnotsustainable.Thetraditionalmodelisshortonvalueandholdslittlerelevanceforpatientsandconsumers.Today,patentswanttoconnect,sharestories,learnfromeachother,andaccessqualityhealthinformation.Withthatinmind,healthcaremarketingcouldbenefitgreatlyfroma“communitybuilding”mindset.A community building frame-of-mind would positively impact the ways in which we use social media to engage patients and prospective patients. Currently,mostofususesocialmediathesamewaywealwaysusedprint,radioorTVadvertising:Itisone-waycommunication.Weusetheseamazing listening and engagement platform to simply push out content. Moving forward, that will not prove to be a viable practice. Based on consumerbehaviorandthesuccessofonlinepatientsupportcommunities(forexample,inspire.comandpatientslikeme),weshouldlooktoonline community development as a foundational element of any engagement strategy. We need to build niche online communities of shared interest,organizedaroundspecifictopics,conditionsordiseases,thatourpatientscanjoinandwheretheycaninteractwithothersfacingsimilarhealthchallenges.Movingforward,communitybuildingneedstobeasignificantfocusforhealthcaremarketers,understandingthataninvestmentincommunityshouldleadtoasignificantreturnfortheorganization.Key Topics will include:• Learninghowtoturnsocialmediaplatformsintovibrantonline • Learninghowonlinecommunitiescanhelphospitalsbettermeetthe communitiesusingtheprinciplesofcommunitybuilding needsoftheirpatientsandfamilymembers–leadingtobetterhealth• Learningthekeystobuildingandmanagingsuccessfulonline outcomesandastrongerconnectionbetweentheindividualandthe communities; that includes marketing those communities through healthcare organization digital and traditional channelsAdditional Information:Thispresentationisallaboutbeingnimble,andevolvingtokeeppacewiththechanginghealthcareenvironment(somethingwehavelargelyfailed to do in healthcare). What we are proposing is a model of healthcare marketing that relies on the development of storytelling platforms - online patient communities! Within these platforms, we can identify the needs of patients and help to meet their desire for quality health information whilegivingpatientsplatformstoengagewithothersfacingsimilarhealthissues.Throughthesecommunitiesthepatientscanbecomeourbestmarketers and can do so with an authenticity and credibility our marketing does not typically possess.Theseonlinecommunitiesaretruly“listening”andengagementplatforms.Whenyoutalkaboutdiscoveringoruncoveringunmetneedsoftheindividualsweserve,theseplatformspresentthatopportunitytoourorganizations-asdoexistingsocialmediaplatformsiftheywereapproachedfromacommunitybuildingperspective.Theconversationsandstorytellingwithinthesecommunitiesproviderealvaluetopatients,prospectivepatientsandfamilymembers.Dan Dunlop, Principal Jennings Dan is a principal of Jennings, a leading healthcare marketing and audience engagement firm. He is a healthcare marketer, innovator, brand consultant, blogger, author, and sought-after speaker, regularly serving on the faculty of national and regional healthcare conferences. Dan is extremely active as a thought leader in the field of healthcare marketing. Dan serves on the editorial boards of Healthcare Marketing Advisor and eHealthcare Strategy & Trends. He is a contributor to a number of healthcare marketing publications and news services including Ragan’s Health Care Communication News, SmartBrief for Health Care Marketers, Healthcare Strategy Alert, and Healthcare Marketing Report. He serves on the judging panels of the Web Health Awards and the National Health Information Awards. Dan is a board member of the New England Society for Healthcare Communications (NESHCo) and is a member of SHSMD’s 2015 Digital Engagement Taskforce.

5:00PM CHAIRPERSON’S CLOSING / CLOSE OF CONFERENCE


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