(Banner graphic of PRSA 2018 Health Academy Conference logo)

PRSA 2018 Health Academy Conference

April 25–27 | Washington, D.C.

The 2018 program is available below for your review.

Please check back for any updates.

Wednesday, April 25

10 a.m.–6 p.m.


1-5 p.m.

Pre-Conference Event* 
Care Crisis 2018”*

Past sessions have focused on crisis communications and inter-agency collaboration. Attendees always come away with new tools and techniques to use in their everyday world. Specific details are coming soon!

*Additional Fee Required

6–8 p.m.Meet the Health Academy Reception

Thursday, April 26

7:30 a.m.–4 p.m.Registration
7:30–8:45 a.m.Breakfast
8:45–9 a.m.Welcome
9–10 a.m.

Keynote Breakfast Plenary
The Washington D.C. Climate and How It Impacts Health Care Communication

Sponsored by:
GCI Health

10:15–11:15 a.m.  

Breakout Sessions: Set I

The New Advertorial: How a TV Partnership Elevates Video Content Strategy
Ashlie Graef, communications specialist, Community Medical Centers
Michelle Von Tersch, vice president, marketing/communications/public affairs, Community Medical Centers
Amy Wilson, director, marketing/communications/public affairs, Community Medical Centers

Get It All: A Blog to Boost Volume, National Reputation, Morale & More
Robert Mackle, director of media relations and public affairs, The Ohio State University Wexner Medical Center

#AnalyticsGOALS: Turning Earned & Owned Results Into C-Suite Storytelling
Kevin Volz, Analytics manager, MediaSource
Colleen O’Morrow, marketing & social media strategist, MediaSource

11-45 a.m.–1:15 p.m.

Luncheon Plenary
“The New Journalism and How To Cut Through the Noise and Get Your Brand Part of the National Conversation” 

1:45–2:45 p.m.

Breakout Sessions: Set II

Protecting Your Brand When It Is Not Your Crisis
Dr. Kerting L. Baldwin, APR
, administrative director, corporate communications, Memorial Healthcare System
Lourdes Rodriguez, corporate communications manager, Memorial Healthcare System

Inside the Next-Generation Newsroom
Peter Evans, CEO, ExpertFile
Fernando Ferre, vice president, Associated Press
Jane Barratt, secretary general, International Federation on Ageing

Creating a Consumer-Focused Health News Engine
Amy Davis, division chair, communications, Mayo Clinic
Ron Petrovich, director, News and News Delivery, Mayo Clinic

3:15–4:15 p.m.

Breakout Sessions: Set III

Leveraging Real-Time Measurement To Drive Go-Forward Strategy
Dave Zitlow, executive vice president, Spectrum
Rob Oquendo, executive vice president of Digital and Creative, Spectrum Science
Jason Beatty, vice president of Engineering, Tickr

Influencer Marketing: A Healthy Messaging Option
Danica Kombol, CEO, Everywhere Agency

Healthy Sleep: Lessons Learned From a 5-Year Public Awareness Campaign
Thomas Heffron, senior director of communications & advocacy, American Academy of Sleep Medicine
Shannon Quinn, executive vice president, L.C. Williams & Associates

5–7 p.m.

Health Academy Networking Reception

Friday, April 27

7:30 a.m.–2 p.m.Registration
7:30–8:30 a.m.Breakfast
8:30 –9:30 a.m.

Breakfast Keynote Session
“How Non-Governmental Organizations Are Playing A Pivotal Role in the Preservation and Promotion of the ACA and What This Means to Health Care Communicators”

9:45–10:45 a.m.

Breakout Sessions: Set IV

In-Person Storytelling: The Art of the Media Roundtable
Joyce A. Lofstrom, APR
, senior director, communication, HIMSS
Karen D. Groppe, director, communication, HIMSS
Jessica Ranftl
, senior account executive, Edelman Seattle

Transforming the Patient Experience With Immersive Technologies
James Weinrebe
, executive vice president, Health, MSL

Chief Health Care Communications Officer as Chief Ethicist
Lee A. Davies
, senior vice president, director of media strategy, Makovsky
Joel M. Roselin, assistant director of research compliance education at Columbia University, Columbia University

11 a.m.–Noon

Breakout Sessions: Set V

Denormalizing Marijuana Use Among CA Youth in an Age of Legalization
Rachel Tyree, communications & community relations director, Los Angeles County Department of Public Health

Influencing Leaders: How To Maximize Your Access, Influence and Impact
James E. Lukaszewski
, ABC, Fellow IABC, APR, Fellow PRSA, BEPS Emeritus; president, The Lukaszewski Group

12:15 -1:45 p.m.Keynote Luncheon Session

1:45 p.m. – 2 p.m.

Closing Remarks

Programming may be subject to change.