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  Speakers Information Print

Michael M. Alper, USA
Medical Director – Boston IVF
Associate Clinical Professor of OBGYN
Harvard Medical School
Presentation Title: Maximizing the internet ability to promote your clinic and support better care
The internet is an important way to interface with our patients and improve the patient’s experience. The value of the internet includes patient education including injection teaching, communication with the patients for the initial intake, dissemination of cycle-related medication instructions, and the ability of patients to obtain information about their current care. The value of the internet to the clinician so that he/she has instantly available information about patients is invaluable. Paper charts have significant limitations and will limit the growth potential of an infertility practice. It is also a challenge to set boundaries for patients so that electronic communication is not abused and the value of face-to-face interaction is never forgotten
Gerd Gigerenzer, Germany
Managing Director, Center for Adaptive Behavior and Cognition; Director, Harding Center for Risk Literacy

Presentation Title: Fallacies in risk perception among physicians and laymen
Efficient health care requires informed doctors and patients. The health care system inherited from the 20th century falls short on both counts. Many doctors and most patients do not understand the available medical evidence. This lack of risk literacy is due a several factors, including biased reporting in medical journals and in patient pamphlets, and the failure of medical schools and continuing education in training doctors to understanding health statistics. These flaws have generated a partially inefficient system that wastes taxpayers’ money on unnecessary or even potentially harmful tests and treatments as well as on medical research that is of limited relevance to the patient. Raising taxes or rationing care is often seen as the only viable alternative to exploding health care costs. Yet there is a third option: by promoting health literacy, better care is possible for less money. I will show how health providers and patients can be taught to deal efficiently with uncertainties
Avi Tsafrir, Israel
Senior Physician, Reproductive Medicine, IVF unit, Dept of Obstetrics and Gynecology, Shaare-Zedek Medical Center, Jerusalem, Israel
Presentation Title: IVF treatment instructions transmitted via the internet: a preliminary experience
IVF treatments are ambulatory but intensive and complicated, and often based on self medication according to frequently changing instructions. When based on telephone communication, this method requires intensive labor, and is potentially inconvenient for the patient. Moreover, there is a possible risk of misinterpretation. Therefore, we developed a novel internet-based system for daily transfer of treatment orders during IVF treatments. Using a personal identification code, the patient is able to access the unit’s internet site and access her orders given on the same day. We observe that our patients and team appear to be highly satisfied with the convenience and simplicity this approach offers. Moreover, it provides a reliable record and may reduce the risk of treatment errors
Yesha Sivan, Israel
Dr. Sivan received his doctorate from Harvard University. He is the head of the Information Systems Program at the School of Management and Economy at the Tel-Aviv-Yaffo academic college. He is also the founder of Metaverse Labs (MVL) - a leading think tank focusing on connecting virtual and real worlds. Dr. Sivan professional experience includes developing and deploying innovative solutions for corporate, hi-tech, government, and defense environments. He published in the areas of Strategy and IT, knowledge, 3D3C virtual worlds, and standards. He has taught EMBA, MBA, engineering and design in the areas of strategic value of IT, the emergence of virtual worlds, and software development in virtual worlds

Presentation Title:
The top 10 info technologies we need to know about? and how to deal with them?
Much like any other businesses and organizations, IVF units, both private and public, are facing with a constant and growing steam of new information technologies. Terms like Cloud Computing, Mobile apps, twitter, Facebook, Tablet, and Smart Computing and the link are emerging to be key factors in today new business. Embrace them on time, and win. Embrace them too early, or too late and you loose.
This engaging -- full of demos talk -- will cover the top 10 technologies, and also present NITA -- a New Information Technology Algorithm to deal with such techno-business changes
Finset Sordal Magnus, Norway
General Manager at Medicus Fertility Centre and lecturer in digital marketing BI Norwegian Business School

Presentation Title: Building a successful digital marketing strategy - a framework
The internet is probably the most important media channel for fertility clinics trying to reach out to new patients in todays media environment. The opportunities are endless, but resources limited - where should we focus? The speaker presents a framework for how to build a successful digital marketing strategy, and touches upon topics like website development, content marketing, search engine marketing and social media

Talya Miron-Shatz, USA
Co-founder, CEO at CureMyWay, a company that develops a comprehensive platform enabling health-related consumers and their providers to structure the decision making process, overcome psychological barriers, and execute the decisions that were made. Talya has a Ph.D from Hebrew University, was a researcher at Princeton University and is an Associate Professor and the Founding Director of the Center for Medical Decision Making at Ono Academic College . Talya is a consumer behavior lecturer at Wharton Business School . She publishes in books and peer reviewed journals, and consulted Johnson & Johnson, Pfizer, Millicom, and other health and media companies. Dr. Miron-Shatz is a sought-after speaker, and her Psychology Today blog 'Baffled by Numbers' is widely read by members of the pharmaceutical industry

Presentation Title: You're talking to me? Ensuring patient comprehension, motivation and personalization
Shared decision making is becoming increasingly prevalent, and patients are required to assume an active role in their own care, and in related decisions. Yet materials are often written so that patients don't understand them, and don't even feel invited to understand. Likewise, the meaning of medical data and statistics is often incomprehensible to patients, leading them to ask "is this good, bad, or indifferent?"  I will demonstrate how this happens, and suggest various solutions for increasing patient comprehension, adherence, engagement, and a sense that the clinician is truly talking to them

Ron King, USA
A former engineer, corporate public relations executive, and newspaper and magazine journalist, Ron has focused his career in the last decade on consumer healthcare informatics – the study of how patients use online information and knowledge for managing their own medical treatments.

In graduate studies in information technology at the University of Denver, Ron analyzed how patients find and evaluate doctors and treatment options in the information age, concluding that today's patients increasingly control their own care through online communications.

Ron is founder and CEO of MedMarketLink, a Colorado-based medical marketing technology service. Since 1998, MedMarketLink has combined the disciplines of online and offline PR, strategic marketing and information technology to bring new patients to specialists in fertility, obstetrics/gynecology, neurosurgery, urology, orthopedics and oncology.

Presentation Title:
Converting the E-Powered Patient to YOUR Patient

Today's patients spend hours on the Internet comparison shopping for health care information and physicians. Each prospective patient is judging you, the IVF specialist, long before the first appointment or even a phone call to the practice. Here’s a look at the four phases of the e-powered patient's decision making process, and how to use each phase to build new-patient volume
Presentation Title: The Doctor as Online Teacher: Growing Your Practice through Internet Content and Conversations
Traditionally, marketing has been a one-way conversation from seller to buyer. Not anymore – especially in health care, where the patient is often in charge of the buying and selling process. Today’s health care marketing is a sophisticated, online conversation not just between providers and patients but among millions of patients. Here’s why it's no longer enough to simply present credentials to prospective patients on your practice's static website, and how you can properly join the online patient conversations already in progress
Jonathan Pollinger, UK
Owner of Intranet Future
Social Media Consultant
Presentation Title: How to use social media to improve your business
The lecture will discuss in length the following topics: Social media overview. The value of social media vs. traditional marketing. Overview and optimal set up for  Facebook, Twitter, LinkedIn and Google+ Social media strategy and objectives using it for marketing and internal comms/collaboration. Social media case studies including examples from the scientific community. How to use key social media tools eg Tweet Deck. Overall measuring success
Alexandra Futeral, Belgium
Web marketing and users experience strategist at
Alexandra Futeral holds MBA in International Management as well as a diploma in Social Media from the University of San Francisco.
Over the last 15 years, she has gained strong expertise in sales & marketing activities in different business environments.
Being a current IVF patient herself, she was confronted with a practical problem of collecting as much information as possible about this new life challenge in order to put the best success factors on her side
Presentation Title: A real patient's experience: Summary of international best practices in ART web communication
This presentation will give an overview of international best practices in ART web communication through the eyes of a real patient who also works in the field of internet marketing. 
Alexandra Futeral has thoroughly analyzed more than 90 ART centers' websites worldwide and will give her impressions as a current IVF patient as well as a professional expert in web communication.
She will highlight some of the marketing techniques that will make users click on a page
Annemijn Aarts, The Netherlands
MD and PhD student reproductive medicine, Radboud University Nijmegen Medical Center, The Netherlands
Presentation Title: Identifying barriers and facilitators for the implementation of virtual infertility communities 
The study examined men and women in three Dutch fertility clinics where a subscription is available to an online community in which the clinicians provide online information and patients can pose questions to the medical team, or share experiences and find support from peers. The results show that two strategies are needed to increase the proportion of patient subscribers and consequently make them active participants. First, the ‘marketing’ strategy should contain information tailored to different subgroups of the patient population. Second, for a ‘living’ virtual infertility community, incorporating social media, as well as frequent news from clinicians are required
Veronica Montgomery, UK
Marketing Manager, Barbados Fertility Centre

Veronica has over 23 years experience working in media and marketing in London, UK. Veronica started her career in publishing, working for the Royal College of Nursing (RCN). Veronica was a Director for Kingsway Advertising in London who specialized in health and represented the majority of NHS Trust hospitals across the UK. For the last 8 years Veronica has enjoyed the challenge of marketing Barbados Fertility Centre as a centre of excellence for IVF.

Presentation Title: Engaging prospective patients through direct to consumer marketing
Notable highlights of the presentation are the use of social media, interactive TV, augmented reality and The Fertility App.The presentation gives a background to Barbados Fertility Centre, our key selling points to convey to prospective patients, a case study with our use of social media, Facebook, google paid search, twitter etc, engaging the patients with interactive TV, our use of augmented reality on our exhibitions stands, and our global market presence with the Fertility App in the app store
Jan A.M. Kremer, The netherlands
Prof. dr Jan A.M. Kremer, gynaecologist
Radboud University Nijmegen Medical Centre
PO box 9101, 6500 HB Nijmegen, The Netherlands
twitter: @JKNL

Jan Kremer is gynaecologist and professor in reproductive medicine at the Radboud University Nijmegen Medical Centre. 
He is involved in various PhD projects on quality of care, patient centredness and e-Health. He is the founder and director of MijnZorgnet, a young innovative company that makes the infrastructure for the virtual hospital of the patient.
Presentation Title: The Individual Formerly Known As Patient (TIFKAP)
Modern patients are changing from passive objectives to active subjects. Helped by the new possibilities of Web 2.0, they grow more and more in the role of co-producers of their own care. We should anticipate on these developments and invest in Web tools that can really help TIFKAP’s
Michael Schindler, Germany
CEO, Product Manager
MedITEX - Medical IT Experts

Presentations Titles:

1. Chances and risks of a digital communication in the IVF Clinic
The use of modern information technologies and related data-processing frameworks provides a fundamental contribution to the realization of a modern health care system, capable of answering to the fast-changing demands of today. The required outcome, however, can not be achieved without clear leadership at all levels, a trustful cooperation of all parties involved, and a considerate and pragmatic approach.
2. Innovative IVF-Management: Software as the central solution
The perfect medical care of the patient is at the core of the medical and clinical work. An software that is perfectly adjusted to the requirements of this special field delivers excellent results where other general solutions encounter their limits. The aim of reproductive medicine is to fulfill the patient‘s desire for children and to see the smiles on happy parents‘ faces. An application that does not leave anything to chance from the medical history up significantly increases the chances for success. Direct access to the current treatment status and all lab results and records allows for well-founded prognoses and makes it possible to directly intervene as early as possible. The availability of all relevant data and integrated plausibility tests help to avoid mistakes. In order to be able to fully unfold, medical competence requires the proper environment. Part of this is an efficient data management.
Mr. Itai Levitan, Israel
As joint CEO, Itai led Seperia, an online marketing agency that services clients globally to over 50 countries in 40 languages, to turn it into a leading SEM company within the competitive global market. Today, Itai is an active Director at Seperia and a Partner at AfterDownload. He holds BCompSc and MBA degrees from Swinburne University, Melbourne. Itai is passionate about internet entrepreneurship and people

Presentations Titles:
Marketing Chicken Soup for the Doctor
Online marketing making you sick? Or at least confused? You’re not alone... Online marketing can be confusing; And that’s exactly why you need to keep it simple, Doctor! This session is focused on giving you practical, updated marketing tips that work! It will help you demystify the hype from what will realistically generate online leads for your business -- while providing you with hard-earned, updated tactics to take home.
Mobile marketing? An Imperative!
The Mobile Revolution is here to stay and mobile devices may soon be the most effective marketing instrument the industry has ever known. Are you ready for that patient holding a smartphone and iPad? How can you engage them? How can you turn them into prospective patients? This session will show how to reach, engage and convert users on the go.
Visitors Know Why They Don’t Like Your Website. Do You?
You once needed expensive equipment or marketing researchers to record how web visitors visualize your website, and what they think about it. Accordingly, such tests were reserved to an elite group of advertisers. But the good news is you can now obtain these capabilities for tens of Euros.
Find out about the power of eye tracking and user testing, to turn more window shoppers into clients.
Eyal Eldar, Israel
Eyal Eldar, Web Analyst
Eyal has two main passions: extracting valuable insights through data analysis, and improving user-experience with software products. Eyal combines these two passions as a web analyst, improving website performance with the power of data. Eyal has worked as Head of Web Analytics at Seperia (global online marketing agency). Eyal holds an MA in cognitive psychology and an MBA. He is currently working independently with companies to improve websites' performance while co-managing a start-up company developing music-playing software. 
Presentation Title:
You can't manage what you can't measure - Google Analytics - a must have online tool for your clinic
Online media gives us unprecented ability to reach audience. But on top of that, it enables us to measure how effective our website and outreach efforts are in attracting relevant traffic, providing satisfying service, and converting visitors to customers/patients. This lecture will provide practical methods for measuring visitor behavior for improving website effectiveness in achieving your goals. We'll focus on Google Analytics and touch up on additional tools.
Jaime Cattell, UK
Jamie Cattell is a Principal and leader of McKinsey & Company’s Global Healthcare Technology practice. He joined McKinsey in 2003 and has served a number of industries on broad technology strategy topics. Recently at McKinsey he has been leading an initiative on how ‘big data’ is impacting the healthcare industry.
Before joining McKinsey he spent 10 years in Asia and focused on technology in a broad range of sectors. His experiences included: serving as a regional CIO for a large global advertising major (WPP), based in Japan where he pioneered one of the world’s first mobile based marketing platforms; and founding a successful technology start up in Singapore.
He holds a MBA from INSEAD, and a BA in Chemistry from Oxford University. 
Presentation Title:
The impact of technology on healthcare 
Healthcare is arguably one of largest industries yet to be fully transformed by the information revolution. There have been previous false dawns and false starts before so why is it any different now? This time the forces shaping information technology innovation in healthcare are coming together in an unprecedented perfect storm that appears set to unleash a wave of innovations that will hopefully benefit patients and health care providers alike.

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