The Future of Healthcare is Still Human – Erika Mayerle & Erika Brask, Mayo Clinic
In an era when misinformation spreads faster than facts and skepticism toward science and medicine runs deep, healthcare brands face a critical challenge: how to humanize innovation. As technology—particularly AI—reshapes diagnosis, treatment, and discovery, public trust in healthcare institutions continues to erode. Data shows that while people value progress, they increasingly doubt the humanity behind it. To rebuild belief, healthcare communicators must do more than explain innovation—they must help people feel it. The path forward lies in storytelling that connects breakthrough science to human experience. Stories—told by people, not algorithms—can transform abstract ideas into moments of empathy, understanding, and hope. Because in healthcare, technology may power progress, but humanity inspires trust.
Speaker Information
Erika Mayerle is Senior Account Manager, Marketing Operations & Creative Services at Mayo Clinic. Erika Brask is Group Creative Director, Brand Design & Creative Strategy at Mayo Clinic.
Why Your Personal Brand is Your Only AI-Proof Asset – Cheryl Tan
This session tackles the core anxiety facing modern communicators: How do I stay relevant and valuable in the age of AI? As AI speeds up production and generates content at scale, your authentic voice and personal brand become your greatest competitive advantage. Cheryl will share how to leverage AI for acceleration and efficiency, without losing what makes you distinctive. You’ll explore practical “story-mining” techniques to turn your expertise into a compelling narrative, and learn broadcast secrets that build trust and elevate your on-camera presence. This session is designed for any communicator looking to level up, strengthen their personal brand, and boost their value to employers and clients in a rapidly changing landscape.
Speaker information
Cheryl Tan is a Media Trainer and Show Launch Strategist who helps business leaders and communicators build authority through signature shows. As a former TV news anchor, she combines broadcast-level storytelling with a practical system built for busy experts. She teaches them how to leverage AI for speed while mastering the human skills of on-camera connection to build a powerful personal brand.
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Go With the Flow: What a Decade of Hockey Hair Teaches Us About Creative Marketing – John King
“Minnesota All Hockey Hair Team” creator John King shares marketing lessons and content strategies learned from over a decade judging the best salads, mullets, and flow from the Minnesota State High School Hockey Tournament.
Speaker Information:
John King is a sports and entertainment executive who co-founded the company OWNER / Pulltab Sports after more than 20 years in advertising. He is known for creating the annual “Minnesota All Hockey Hair Team” viral videos, which have received millions of views and been featured by ESPN, the New Yorker, New York Times, and the Today Show. King’s mission is “to consistently deliver original content to a part of the country that is too often overlooked.”
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Storytelling in a Sea of Sameness: Creating Human Connection in the Age of AI – Ellen O’Brien
With growing responsibilities and shrinking resources, many communicators face a new challenge: helping leaders stand out in a polished but impersonal “sea of sameness.” In an era where AI can generate endless content, stakeholders are craving something it cannot deliver — human connection, emotional resonance, and stories that reveal real thoughts and experiences. Ellen’s session explores techniques communicators can use to help leaders replace generic messaging with personal storytelling that strengthens trust, deepens engagement, and helps them differentiate themselves in a world where everything else sounds the same.
Speaker information:
Ellen O’Brien is the Founder and Chief Strategist of Hudsons Media, where she helps leaders shape messaging, strengthen executive visibility, and communicate with clarity and empathy. Drawing on extensive experience leading communications initiatives at UnitedHealthcare, Optum, and Weber Shandwick, she has guided executives through crisis situations, regulatory environments, major federal contract transitions, and high-stakes media moments. The daughter of a television news reporter, Ellen learned the power of human storytelling early and now helps leaders harness their authentic narrative to build trust, elevate their influence, and stand out in an environment dominated by automated content.
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Engaging Polarized Audiences Through Storytelling – Lynn Melling
In a time when people feel more divided than ever, video storytelling offers a powerful way to bridge the gap. Lynn’s presentation will explore how authentic, human-centered narratives can bring together audiences with opposing viewpoints. You’ll see how shared values, emotional connection, and well-crafted visual stories can open the door to empathy, reduce tension, and create common ground. Learn practical strategies for shaping stories that resonate across divides and inspire people to see beyond “us versus them.”
Speaker Information:
Lynn Melling is an Emmy and Murrow award-winning video storyteller, content strategist, and co-founder of 515 Productions, a film production company known for creating emotionally resonant commercial and documentary work. With a background in broadcast journalism and more than 20 years of experience crafting narratives that connect with diverse audiences, Lynn specializes in uncovering the human stories that sit beneath the surface of complex issues. Drawing on her newsroom experience, Lynn’s perspective on audience engagement goes beyond content creation. She believes storytelling is one of the most powerful tools we have to bring people together, especially in a polarized world.
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Leadership Case Study: How Thrivent Transformed its Communications Team to Support the Business – Jenna Reck
Join Thrivent communications leaders for a candid, practical case study on how Thrivent reinvented its communications team to deliver bigger business impact. Jenna—alongside members of her team—will share an insider’s view of the bold moves on the organization’s recent journey of redefining team structure and capabilities, setting ambitious new goals, and building a culture rooted in trust and personal development. This session will offer a comprehensive look at what worked, what didn’t and lessons learned along the way to help you lead meaningful change and elevate your team’s influence in your own organization.
Speaker information:
Jenna Reck is Vice President, Enterprise Communications at Thrivent, a Fortune 500 financial services company that puts generosity at the heart of saving and investing. In her role, Jenna leads a team of corporate communications professionals who support the overall growth and transformation of the organization—including efforts focused on executive positioning and thought leadership, PR, reputation management and employee, business and transformation communications. Prior to joining Thrivent, Jenna spent 15+ years at Target leading communications efforts around Target’s business, reputation and products.
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Generative AI as a Thought Partner: A New Mindset in Strategic Communications – Matt Russell
Generative AI holds immense potential for strategic communications, but unlocking its full value requires a new mindset. This session outlines a “two heads are better than one” approach to using generative AI to help you navigate complexity, make more rigorously considered decisions, augment your expertise, and do your best possible work.
Speaker Information:
Matt Russell is Senior Director of Development Communications at the University of Texas at Austin Medical Center. He oversees fundraising communications dedicated to supporting the establishment of Austin’s first academic medical center. Previously, Matt held leadership roles in communications at Mayo Clinic, where he helped pioneer the early adoption of generative AI. A nationally recognized speaker on generative AI, he co-leads UT Medical Center’s Marketing and Communications Generative AI Community of Practice.
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From Challenge to Catalyst: How Purpose Brands Unified Communication Amid Merger and Platform Change – Tammy Nienaber
Two major changes—a company-driven merger and the sunset of Workplace by Meta—created a pivotal moment for Purpose Brands. Tammy Nienaber led a cross-brand team of communicators to turn these disruptions into an opportunity for modernization. Together, they replaced fragmented tools with a single enterprise platform, streamlining processes, reducing duplication, and strengthening collaboration across multiple brands. This session shows why success depends less on structure and more on partnerships—among communicators and with technology teams. Through real examples, you’ll learn how a shared vision can accelerate transformation, build trust, and deliver efficiencies that benefit the entire business.
Speaker Information:
Tammy Nienaber is Director of Global Communication at Anytime Fitness, one of several franchise brands under its recently merged parent company, Purpose Brands. In addition to leading communication for the Anytime Fitness franchise network, she guides strategies for initiatives that span multiple brands. Most recently, Tammy led the transition of five brands from Workplace by Meta to Workvivo by Zoom, creating a unified platform for Purpose Brands that streamlined processes and strengthened collaboration during a time of significant change. With more than 20 years of experience, Tammy has held communication roles at Great Clips, Best Buy, and Home Franchise Concepts. She also serves on the IABC U.S. Region Board and is a past president of IABC Minnesota.
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Are Internal Communications Teams Becoming An Endangered Species? – Chris Lee
Leaders across organizations have perceptions about the value that internal communications teams bring to their teams, but is it aligned with what these teams actually bring to the table? The emergence of large language models and generative AI poses an existential threat to internal communications teams because too many leadership teams have a limited perception of the value of these teams. This session is ideal for leaders to understand how to better articulate the value of internal communications with an important audience: leadership.
Speaker Information:
Chris Lee is Vice President, Employee Experience and Internal Communication Practice at Gallagher Communication. In this role he helps employers rediscover the magic that their people can bring to the table when they’re properly engaged and motivated. Chris is Immediate Past President on the IABC/Toronto Board of Directors, hosts a successful podcast called Why Does It Feel So Wrong To Be Human At Work?, and has been featured in publications such as Fortune and Newsweek.
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