2018 Webinar Series

NESHCo’s webinar series is a special no cost members benefit

Non-members are welcome at the rate of $25.00. Sessions are recorded and available in the members only section of our site. 

How to Create Content That Does Your Advertising For You

April 26, 2018 9:00 - 10:00 a.m.

  Patient testimonials are a tried-and-true strategy to emotionally engaging and connecting with your audience. But it's no longer enough to simply make ads to tell these stories. You must create compelling, authentic content that can be used and re-purposed across a number of channels. Two health organizations, both with different strategies and objectives, recognized this trend and developed their own unique approaches to stay ahead of the content strategy curve.  

In this session you will learn:  

  1. Learn how to build a bank of content and change mindsets from "making ads" to "creating content" that can be re-purposed across many different channels to drive results.
  2. Identify ways to leverage existing content to align with your campaign strategy, whether it's effecting policy change or amplifying a consistent brand message.
  3. Grasp the dos and don'ts for staying ahead of new content trends by aligning what matters most for your goals and long-term business objectives. 

Presented by:  

Kaela Carey, Digital Evangelist, SPM Marketing & Communications


Kaela brings a level of digital thinking to SPM that cuts across strategy, media, and creative to provide a holistic understanding of challenges and opportunities for our clients. Kaela stays on top of trends through constant research and industry relationships, and is always driven by her passion for whats next.

Crisis PR: How to Manage a Social Media Firestorm

June 28, 2018 9:00 - 10:00 a.m.

Mistakes happen, but when they play out on social media, the reputational damage can be wide reaching and hard to contain. A willingness to take responsibility for possible errors can go a long way in rebuilding trust. But not all apologies are created equally. This session will cover how and when to say you're sorry, the power of video and our best tips for sharing information in the midst of a social media firestorm.

In this session you will learn:

1. How to prepare in advance for a social media crisis

2. When to say you're sorry (and how to say it)

3. How to balance transparency and accountability

Presented by: 

Diana Pisciotta, President of Denterlein. 


Diana provides high-level communications guidance to some of the region's best known healthcare brands. From cyber security breaches to regulatory investigations, Diana helps senior leaders balance transparency and accountability to protect an organization's reputation. A regular speaker and writer on crisis communications, Diana leads workshops and spokesperson training's for companies and non-profits of all sizes.

The Building of a Disruptive and Honest Brand

July 26, 2018 9:00 - 10:00 a.m.

Based in a hyper-competitive healthcare market, this hospital set out to redefine itself through a new brand. A comprehensive brand immersion including extensive research led to the launch of arguably one of the most honest and disruptive brands in the market. Based on the belief that people can't believe in you until they believe you know them, this brand captured the hearts and minds of staff and spoke directly to the deeply held expectations of its consumers.  

In this session you will learn:

1. A step by step approach to all aspects of brand development and the value of a thoughtful and thorough process including best practice tips

2. The importance of extensive internal and external research to help inform brand development

3. The power associated with accurately reflecting the spirit of the organization and directly speaking to the wants, needs and expectations of patients and consumers through a brand and its related advertising campaign.

Presented by:  

John Looney, VP, Marketing, Communications and Public Affairs, Newton-Wellesley Hospital


John Looney is Vice President of Marketing and Communications at Newton-Wellesley Hospital. Prior, John served as Executive Director of Marketing and Communications at Lahey Health, a multi-hospital system based in MA. He held previous executive roles at other MA hospitals including Winchester Hospital and Jordan Hospital, now BIDMC at Plymouth.  

and Clay Cutchins, Creative Strategist, Franklin Street


Clay Cutchins is the Creative Strategist at Franklin Street, a health care brand consultancy. Clay's 20 years in marketing/PR includes experiences in politics, fitness, advocacy and big brands such as Caterpillar. He combines a firm grasp of strategic situations with his background in journalism to craft compelling brand stories.