Rebranding a Major Healthcare System

Posted by Missy Berggren on April 17, 2013 No comments

I’m honored to present at the Minnesota Health Strategy and Communications Network (MHSCN) spring conference next month. I’ll be discussing the rebranding of Allina Health – a major endeavor I’ve been focused on the past two years.

This article on the MHSCN web site previews some of the topics I’ll be addressing in the presentation, including some of the highlights and challenges of the work.

Are you interested in healthcare marketing and communications? I’d love to see you at the spring conference! Registration information here.

Four steps towards a more mobile and paperless office

Posted by Missy Berggren on April 7, 2013 4 comments

In my first job out of college, I took notes on legal pads as if they were going out of style. I’d file away my notes in manila file folders after meetings, along with handouts and copies of agendas. My trusty Franklin Covey planner kept me on schedule and helped me keep track of my tasks. There was a 5-foot tall filing cabinet in my office filled to brim with papers and drawers in my desk with my “active files.” I thought I had a good system! I kept hard copies of important documents for historical archives. This was 15 years ago and times, technology, and I, have changed.

Most of my files are now kept on my company’s computer servers, saving into electronic file folders like I once did paper files. But up until recently I still had a handful paper files at my desk and relied on a trendy spiral notebook to take notes in meetings and keep a running to-do list. Oh, and dare I admit I had an actual Rolodex with a growing stack of cards sitting on top (mocking me) just waiting to be filed away.

As my job requires me to be more mobile than ever traveling to various locations, I’ve needed to stretch myself to be more efficient with my time and nimble with my space. I don’t want to carry around paper files or feel as though I’m missing important documents back at my desk when I’m on the road. So here are some steps I’ve taken recently to move towards a more mobile office:

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Let’s Get Social – presentation

Posted by Missy Berggren on March 18, 2013 No comments

My friend and colleague Mykl Roventine and I recently had the opportunity to talk social with a great group of local radio personalities and their producers. Nearly every radio station in town had representation from the morning show groups to the talk radio personalities.

It was interesting and fun to discuss how social media can help move casual listeners to fans to brand advocates. You can see the slides we presented below, with a brief outline of the content at the end of this post.

Lets get social – Berggren & Roventine March 2013 from Melissa Berggren

 

Interactive Innovation in Highly Regulated Industries – MIMA event

Posted by Missy Berggren on January 23, 2013 No comments

A photo from the January MIMA event. To the right of me is Kelli Carlson-Jagersma. Photo by Jenny Huschka

Those of us who work in regulated industries, such as healthcare, finance or government, often bump into regulatory requirements and restrictions when it comes to our marketing research, strategy development and execution.

I regularly navigate HIPAA, The Joint Commission, Stark Law, and many state and federal standards. And I look to my internal partners in the Compliance and Legal departments for guidance and approval.

My experiences in this area helped me develop questions and moderate a panel discussion on Interactive Innovation in Highly Regulated Industries for the Minnesota Interactive Marketing Association (MIMA) last week. The panel included Marti Nyman, Director of Innovation and Strategy at UnitedHealth Group, Ward Tongen, Principal Digital Marketing Strategist at Medtronic and Kelli Carlson-Jagersma, Collaboration-Strategist VP, Wholesale Social Strategy at Wells Fargo.

Kelli Carlson-Jagersma, Marti Nyman and Ward Tongen were the panelists at the MIMA event about interactive innovation in regulated environments.

The panelists shared how their organizations are structured and which regulatory agencies they interact with and what’s at stake. For example, personal financial data and health information is critical to keep safe to protect consumers. The panelists shared great examples of innovation and gave advice to the sold-out audience on how to work with their compliance teams.

You can watch a video recording of the panel discussion here, or visit these recap posts by those who attended the event:

Strategies for Online Marketing Innovation in Highly Regulated Industries by Alexis Hall at TopRank Online Marketing.

The Future of Interactive Innovation in Highly Regulated Industries by Teri Ross at your CMTO

 


Getting strategic about coffee meetings

Posted by Missy Berggren on January 9, 2013 6 comments

Networking is great for making connections and friends! Leah Zins, me and Jenny Huschka at the MN Blogger Conference.

I’ve been thinking about my goals for the new year, some centered on daily work habits while others are more long-term. And while I’m excited to tackle new things this year, I’ve also been reflecting on my goals from last year and thought I’d share some of those thoughts here.

One thing I tackled in 2012 was to shift my approach to networking meetings. I love making new connections. In fact, I make time each month to attend educational and networking events, as well as connect with people on Twitter. Even still, there’s no replacing a sit-down, face-to-face meeting with someone. And I have a tough time saying no when folks ask to meet up to talk shop, learn about the industry (think new grads) or seek advice or leads for a career move.

As much as I enjoy these meetings, I needed to find a new way to fit them into my schedule so my work productivity didn’t take a hit. After talking with some colleagues about my challenge, I came up with some new strategies.

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