Presentation Summaries

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Francisco Arredondo, USA

Affiliation
MD MPH
Chief Experience Officer and Medical Director of Reproductive Medicine Associates (RMA) of Texas

Presentation Title
Enhancing a Doctor's Online Reputation Through Creative Patient Experiences

Presentation Summary
What do patients most often complain about? Studies suggest that basic customer service far exceeds a provider's medical abilities as a source of dissatisfaction with health care services. As evidence, patient complaints on rate-your-doctor websites outpace gripes about physician competency by as much as four to one. In this session, learn more about establishing a lasting and compelling reputation both online and offline through the principles of the "experience economy,” a rising philosophy that the most successful service businesses thrive by "staging” carefully designed customer experiences. Using this approach, reproductive endocrinologist Dr. Francisco Arredondo has built one of the most successful and fasting growing REI practices in the southwestern U.S. in just six years.

Short CV
Francisco Arredondo (Paco) is the Chief Experience Officer and Medical Director of Reproductive Medicine Associates (RMA) of Texas. He obtained his MD degree in Mexico at the Institute of Technology and Higher Studies of Monterrey. His medical training includes: Mount Sinai School of Medicine in NY, the University of Pennsylvania, University of Texas and a Masters in Public Health and Healthcare Management from Harvard. He was an Assistant Professor at Case Western Reserve University in Cleveland for 4 years. Dr. Arredondo is a board certified Reproductive Endocrinologist and Fertility Specialist with a growing practice in Central and South Texas. The RMA of Texas Team has become a leader in patient centered fertility experience applying the platinum rule,” treat others as they want to be treated” He emphasizes a simplified and individualized approach in his treatments, bearing in mind the specific couple's social, medical, financial and emotional circumstances. His RMA of Texas team has achieved a great balance of excellent pregnancy rates, cost effective services and a world class fertility experience that has surpassed borders. RMA of Texas sees patients from all over the world with a healthy percentage of patients from Mexico . 1 out of 5 of his IVF patients come from Mexico and South America.

Klaus Bühler, Germany

Affiliation

MD
Chairman of the National IVF-Registry (D•I•R)
Centre for Gynaecology, Endocrinology & Reproductive Medicine
Friedrichstraße 45; D- 70174 Stuttgart (Germany)

Presentation Title
Experience with more than one millions cycles in the registry

Presentation Summary
Systematic data collection in reproductive medicine was established in Germany in 1982, the year when the first baby was born in Germany after IVF treatment. In 1996 a reorganisation was performed and data transfer was executed only by electronic way. So, data collection can be performed in a prospective manner. Since 1982 more than 1,2 million cycles were collected, since 1996, 1.087.209 are documented electronically. Such a great and stringent data collection over so much years helps the physicians to see how this treatment option developed in general and in the own centre. The annual publication of all the results has become a highly important resource for patients, physicians, politicians, journalists as well as the highest courts of justice. The power of this registry is based on the fact that the specialists in reproductive medicine have established this registry without an influence of any statutory corporation, they are always responsible for the data collected and published and they pay themselves for it; since 1996 more than 2 million EUROS.

Short CV

born:25-10-1950
Studies of medicine at the University of Heidelberg; specialization in obstetrics & gynaecology at the University of Tübingen.
Senior assistant at the University of Tübingen and then assistant medical director at the University of Essen with special field of engage¬ment in gynaecological endocrinology and repro¬ductive medicine. Engagements in several centres for Reproductive Medicine in Saarbrücken, Hamburg and Hanover.
Since 1995 engaged in the Registry and since 2007 its Chairman.
Actual President of the German peak organisation for Reproduction ¬biology and medicine (DVR). Editor of the Journal of Reproductive Medicine and Endocrinology; Reviewer for RBMonline
Awards:
since 1987 Honorary member of the Società Italiana di Medicina Perinatale
1989 Research Award of the German Endometriosis Research Foundation
Dominique de Ziegler, France

Affiliation
Professor and Head
Division Reproductive Endocrinology and Infertility
Department of Obstetrics and Gynecology
University Paris Descartes- Cochin Hospital
Paris, France

Presentation Title
Training In Digital Age: A Central Library of Virtual Cases In 3D-Volumetric Support.

Presentation Summary
Historically, training in medicine was offered in book-derived formats. Departing from this, we developed a new 3D-volumetric education support divided in 36 logically organized topics (6 categories). These expand through three – ‘Must Know', ‘Nice to Know' and ‘Expert' – levels of increasing complexity. We are now adding a Central Library of clinical cases, which are transferred from the ART management software – Medifirst® – into our 36-topic education support.

Short CV
Born in Nice France, Dom de Ziegler was raised in the USSR (Moscow), Egypt (Cairo) and New York City, where finished the French High School curriculum (Baccalaureate).
Dom went to medical school in Geneva and subsequently returned to the US to undertake a research fellowship at Mt Sinai Hospital in New York (Erlio Gurpide) followed by Residency and
Clinical Fellowship at the UCLA medical center in Los Angeles, California. At UCLA, Dom trained under JG Moore, Bill Dignam, and during the Fellowship Howard L Judd, David R Meldrum and R Jeffery Chang. In Paris and New York: Dom directed Research and Fellowship for Columbia Laboratories. There, he primarily worked on the development of the vaginal progesterone gel Crinone, unveiling the existence of direct vagina to uterus transport phenomenon, or first Uterine Pass Effect (FUPE).
In Geneva, Switzerland: Starting in 2000, Dom was in Geneva where he directed the division of Reproductive Endocrinology and Infertility at the university hospital (HUG), later fused with the
same at Lausanne (CHUV). Currently, at University Paris Descartes – Hôpital Cochin, Paris France: Dom heads the Division of Reproductive Endocrinology and Infertility at University
Descartes – Hôpital Cochin in the dept of Obtetrics and Gynecology chaired by Charles Chapron. Together with Charles, Dom has exploited the unique model constituted by women affected by ovarian endometriosis for challenging the current views on ovarian reserve, ART out come and the fecundity of women.

Alexandra Futeral, Belgium

Affiliation

MBA in International Management as well as a diploma in Social Media from the University of San Francisco.

Presentation Title
What Is Your Patient Looking For On The Web?

Summary of Presentation
This presentation will give you an overview of what ART patients are looking for when they're browsing the web in their quest for information. It will also summarize some of the international best practices in ART web communication. Alexandra Futeral has thoroughly analyzed more than 90 Fertility centers' websites worldwide and will give her impressions as an IVF patient as well as a professional expert active in the field of Healthcare Communication.

Short CV
Alexandra Futeral holds a 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 an IVF patient herself, she has been confronted with a practical problem of collecting as much information as possible about this new challenge in her life. Based on her professional and personal experiences, Alexandra staarted her own company (Medical Safari) specialized in Healthcare Communication. Her unique approach is dedicated to optimize patient's experience and well-being.

Ron King, USA

Affiliation

CEO Vanguard Communications
M.A.S.degree from the University of Denver in information technology

Presentation Title
Online Reputation: How To Be More Likeable In Social Media & On Doctor-Review Websites

Summary of Presentation
With the advent of Web 2.0, anyone can be a critic on the Internet, saying anything he or she likes on Facebook, Twitter, blogs, online bulletin boards and rate-your-doctor websites. As a result, health care consumers everywhere are sounding off about health care providers for good and ill. How do you better manage your reputation on the Internet? What role do Facebook, Twitter and other social media play in building a sterling reputation? Health care PR and new-media consultant Ron King, a veteran of 30 years in mass media and health care marketing, presents an overview of the tools available to every IVF provider in limiting patient dissatisfaction and improving public endorsements on the Internet. Ron will also evaluate samples of Facebook and Twitter accounts submitted by conference attendees, as well as ways to address and reduce online public complaints by disgruntled patients.

Short CV
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.

Peter Kent, USA

Affiliation

Author of the best sellers Pay Per Click Advertising for Dummies and SEO for Dummies

Presentation Title 1
Web Site Design: How Your Web Pages Attract Visitors and Convert them to Patients

Summary of Presentation 1
Using Search Engine Optimization (SEO) techniques, Web pages can help to attract visitors to your site—poor design means the pages simply won't be found in the search results, unless you are willing to pay for every click. But the best optimization is worthless if visitors are turned off—or insufficiently motivated to take action—when they do arrive on your site. Mr. Kent will explain how to create pages that work well in the search engines, but also the importance of thinking about your "messaging” and answering the question "What do you want your visitors to do,” and about how design choices can build—or destroy—a clinic's credibility. Mr. Kent will also critique a selection of IVF-practice Web sites, including using just the right calls-to-action to convert prospects to patients in the most professional way.

Presentation Title 2
Avoiding the Snake Oil: Building Your In-House Web-Marketing Department

Summary of Presentation 2
It's easy to find services to help you market your clinic online; what's hard is finding good services to help you market your clinic online. Unfortunately Web-marketing is such a young and yet profitable area, there's a lot of "snake oil” out there; companies promising the world, but delivering little or nothing. Some of these services are merely bad; some are marking up their prices 50 to 100 times; and others are quite simply fraudulent. And even if you can find good service providers, the mid-size company often finds itself making do with the menu of services provided, not the full set of services the organization really needs. Mr. Kent will explain how you are vulnerable if you don't have some Web-marketing knowledge within the organization, why it's so difficult to do a good job by outsourcing one's entire Web-marketing strategy, and how to successfully crate an in-house Web-marketing department.

Short CV

Peter Kent was the founder of an e-business service provider, funded by one of the world's largest venture-capital firm; the founder of a publishing company, selling books online in 1997; the VP of Web Solutions for a national ISP; and VP of Marketing for a Web-development company. Peter Kent is a best-selling author of around 50 books, including Search Engine Optimization for Dummies, Pay Per Click Search Engine Marketing for Dummies, the Complete Idiot's Guide to the Internet, and the most widely reviewed and praised title in computer-book history, Poor Richard's Web Site: Geek-Free, Commonsense Advice on Building a Low-Cost Web Site.

Itai Levitan, Israel

Affiliation
Join CEO & Director at Seperia
Partner at AfterDownload

Presentation Title 1
Mobile Marketing

Summary of Presentation 1
People access the Internet from their smartphones. Is your website ready for the iPhone and Android era?
A site optimized for mobile, and marketed through the appropriate channels can help your clinic attract additional clients.
Through this session, you will pick up some practical tips on how to elevate your mobile strategy.

Presentation Title 2
The 30-Minute Blog Strategy

Summary of Presentation 2
Blog is one of the greatest tools for building an audience and attract new clients and sales inquiries. It allows your clinic to extend its reach and prove its professional reliability. Learn how to do it a little bit better than your competitors, and pick up practical tips for blog marketing. This session will also show relevant blog marketing strategies from the popular IVF Worldwide Blog, while showing real life statistics.

Short CV
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.

Finset Sordal Magnus, Norway

Affiliation
General Manager at Medicus Fertility Centre and lecturer in digital marketing BI Norwegian Business School

Presentation Title
Strategic Use of Social Media

Presentation Summary
Social Media has been one of the hottest topics within communication and marketing the last years. Many companies are still struggling on how and if they should embrace these media channels. This presentation gives an overview of a wide range approaches to social media. It also gives examples of best practices from different industries that can inspire managers of fertility clinics world wide.

Short CV
Magnus Finset Sørdal is general manager of Medicus, a recognized Norwegian health care provider within the fields of fertility treatment, women's health care and clinical trials.
He also teaches digital marketing and social media marketing part time at BI Norwegian Business School, and sits on different boards at companies in various industries in Trondheim. Additionally, he serves as a special advisor at Røe Kommunikasjon, a leading communication agency in Trondheim.
Connect with Magnus at: http://www.linkedin.com/in/magnusfinsetsordal

Talya Miron-Shatz, USA

Affiliation
Co-Founder & CEO of CureMyWay and taught consumer behavior at Wharton

Presentation Title
Using Decision Science To Increase Adherence To IVF Regimens.

Summary of Presentation
I will present the principles underlying persistence with habits, especially newly acquired ones, as the IVF routine is inevitably new to patients. These principles are embedded in an online platform developed by CureMyWay, which will enable clinics to support patients in their journey,
This is a technical achievement, and an important step in digitizing IVF clinics, and allowing them to provide their patients with better tools and information, and the emotional support they crave, at lower costs and greater efficiency.

Short CV
Talya Miron-Shatz is co-founder and CEO of CureMyWay, a start-up 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 Miron-Shatz is an accomplished scientist who over the past decade worked with Nobel Laureate Daniel Kahneman at Princeton University, taught consumer behavior at Wharton, published in peer reviewed journals and books, and consulted Johnson & Johnson, Pfizer, Millicom, and other health and media companies. CureMyWay combines Talya's vast academic research, with her deep understanding of the industry. Dr. Miron-Shatz is the founding director of the Center for Medical Decision Making at the Ono Academic College and a Senior Fellow at the Center for Medicine in the Public Interest. She is a sought-after speaker, and her Psychology Today blog 'Baffled by Numbers' is widely read by members of the pharmaceutical industry.

Bartosz Mrugacz, Poland
Center Bocian | Marketing Director

Presentation Title
Building Up Effective And Targeted Social Networks Based On The Case From Polish IVF Market

Presentation Summary
The presentation will discuss marketing strategies in Polish IVF market. Given that today online presence is one of the most important success factors for IVF clinics, it will focus on the Internet and social media. The presentation will refer to the case study of Center for Reproductive Medicine Bocian, and will describe a process of building up and managing various social media channels. Also, the session will refer to issues such as building engagement, conversion, and online competitive strategies.

Short CV
Bartosz Mrugacz is a marketing director at one of the biggest private IVF clinics in Poland, Center for Reproductive Medicine Bocian. He manages company's marketing and strategic activities. Bartosz focuses on new media and consequently develps company's online presence. He has created biggest social media channels in Polish IVF market. Recently, he has been working on international marketing activities and medical tourism. Bartosz studied at Warsaw School of Economics (Poland), Saint Petersburg State University of Economics and Finance (Russia), and Berklee College of Music (USA). Besides Center Bocian, Bartosz works with two start-up companies.

Paul Nader, USA

Affiliation
Scientific Director and Managing Partner at BabySentry Ltd.

Presentation Title
Mobile Apps: Bridging IVF patients to their point of care.

Presentation Summary
At the onset, I will discuss a view of 3 phases in ART evolution which led to the present day 'patient-centric' environment we operate into.
One of the most demanding issues facing ART today became communications. Among the many tasks facing scientists and providers, patients across continents, unanimously expect info delivered.
The obvious conduit being, in this day and age, the mobile app. Our company has successfully designed the pioneer tool for such requirements.
I will discuss the underlying design and demonstrate the ease of configuration and communication between all points of care and a patient, for receiving time-sensitive and secure data, relevant to an individualized treatment.

Short CV
University of Texas at Austin.
Scott and White Memorial Hospital.
Central Texas VA Health Care System.
CAP Board Certificate.
Humana Hospital College Station.
BabySentry Ltd. Founder.

Jonathan Pollinger, UK

Affiliation
Social Media Consultant at Intranet Future

Presentation Title
Social Marketing - Bring Your Facebook, Twitter, YouTube, LinkedIn Or Any Other Social Media Profile To Share With The Group And See How It Should Be Done With A Live Example From IVF-Worldwide!

Summary of Presentation
A well designed social network profile can help you demonstrate your expertise, attract new patients and drive traffic to your website. Learn how to optimize your social network profiles by watching and learning from a live demonstration of how your Facebook, Twitter, Google+ and LinkedIn profiles can be set up for maximum effect. * Profiles from the IVF sector will be used as working examples and to illustrate best practice. Bring along your laptop to make improvements during the session or make changes in your own time afterwards.
* If you'd like your social network profile used as an example please get in touch by email: jonathan.pollinger@intranetfuture.com

Short CV
Jonathan has a wide range of communications and social media experience and has spent the past 14 years helping companies with communications, technology and more recently social media. He has been a social media consultant since 2009 when he set up Intranet Future, a Social Media Consultancy. Jonathan keeps up to date on all social media developments and speaks regularly at business and network events throughout the UK and Europe.

Michael Schindler, Germany

Affiliation
CEO, Product Manager
MedITEX - Medical IT Experts

Presentation Title
GeoMarketing for IVF Clinics: Win Patients, Bind Referrers

Summary of Presentation
Medical centres providing assisted reproduction services find themselves today in dynamic surroundings. All environmental changes – demographic, political, economic and legal - make it increasingly important to act in a supply-led manner and develop and convey strategic plans as a sustainable business enterprise. An essential set of tools and measures for a long-term success is Geo Marketing. Processing of large quantities of patient, accounting, referrer, and other data, and their visual and statistical interpretation on a geographic map is the key for making right decisions at the right moment. Alongside the present situation, potential developments and future challenges, as well as required actions, may be simply visualized. And the results of all decisions and actions taken can be later evaluated for their efficiency.

Yesha Y. Sivan, USA

Affiliation

CEO of Metaverse Labs and Head of Information System Program, Academic College of Tel Aviv.

Presentation Title
Introduction To Digital Marketing For Clinics

Summary of Presentation
In this practical lecture we will cover the basic process of marketing: (a) planning, (b) doing, and (c) evaluating. We will review the latest tools among them: web site, blog, Facebook, Twitter, LinkedIn, Hootsuite, Analytics, organic and paid content, emails (e.g., Chimp Monkey) cross-site promotions, CRM store (e.g., Sales force), video (You tube), mobile flow (LBS), and more.
The talk will combine an initial review of the tools, the relations between the tools, and how to continuously learn to harness the value of marketing in an age where the tools themselves change.

Short CV
Prof. Yesha Sivan is the head of the Management Information Systems (MIS) Program (http://is.mta.ac.il) at the School of Management and Economy at the Tel-Aviv-Yaffo academic college (http://www.mta.ac.il). He is also the founder of Metaverse Labs (MVL) - a leading think tank focusing on connecting virtual and real worlds. Sivan's professional experience includes developing and deploying innovative solutions for corporate, hi-tech, government, and defense environments (see for example: the Harvard 9-Keys for Knowledge Infrastructure). He published numerous papers in the areas of Strategy and IT, knowledge, 3D3C virtual worlds, and standards. Sivan received his doctorate from Harvard University. His avatar is Dera Kit, and his blog is http://www.dryesha.com. 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.

Jonathan Stanley, USA

Affiliation
Technology Director, Vanguard Communications

Presentation Title
Is Your Practice Hackable?

Summary of Presentation
The World Wide Web has brought a host of online conveniences to patients, who can now schedule appointments online, pay bills, check lab results and communicate with their provider through the Internet. Along with these benefits have come significant risks to patient privacy, finances, and patient confidence. Hackers in far-flung locales chip away at websites and emails, hoping to steal identities and financial information from unknowing victims. Health care technology expert Jonathan Stanley, who oversees development of websites and online systems for Vanguard Communications' clients throughout the United States and Canada, will dispel myths and cover security risks and precautions that every IVF center should be aware of. Jonathan will also cover legal requirements for protecting patient privacy, along with ethical obligations and expectations of the public.

Alex Steinleitner, USA

Affiliation
Medical Director, Central Coast Fertility
President, Artisan Medical Solutions LLC

Presentation Title 1

Overcoming the Barriers to Impementing an EMR in Fertility Practices


Presentation Summary 1

"Everyone" wants an EMR system. The productivity advantages of digital records are evident. Nonetheless, most IVF centers have yet to make the transition. This is often due to the old "one size fits all" EMR model that offers expensive systems with excessive feature sets and a poor user interface. The cost and IT support required for these systems is often beyond the means of small IVF units. Practice disruption can be a nightmare. While "high function" users - younger physicians and clinical staff - easily make the transition, implementation flounders at the level of lower functioning staff. The result may be chaos, with weeks of practice disruption. This presentation will describe a new paradigm, based on dividing the EMR into small functional units ("Apps") that automate key practice functions. In this model simplicity is paramount - physicians and staff need to be able to train and be functional within 30 minutes. High function users lead the digital transition, creating a "digital culture" that assimilates lower level staff without concerns of failure. The IVF Center uses this model to automate sequential aspects of patient care without practice disruption. The result is a comfortable EMR implementation that proceeds according to the needs and pace of the Center staff, not according to the dictates of the software design.

Presentation Title 2
Use of Process Control Analysis to Improve Art Center Quality and Success

Presentation Summary 2
Over the last decade significant increases in IVF pregnancy success have been made possible through optimized techniques supported by high quality reagents and supplies. ART physicians and laboratory staff are dedicated professionals that employ these tools to make a maximal effort on behalf of their patients. Yet, despite the technical advances and efforts of physicians and lab scientists IVF success rates vary widely. Some units simply have better outcomes than others. Why is this? The answer may be found using the analytic tools of industrial process control. Edwards Demming led the revolution in manufacturing techniques that allowed the Japanese auto industry to achieve supremacy via high quality in the 1970's. Demming's seminal observation is that quality is the result of a stable process. Effort is only one component of success. It doesn't matter how hard you try. Effort without a stable, consistent manufacturing process results in fluctuations throughout production and ultimately poor quality. The maddening result is that outcomes may be good at some times and poor at others without any evident reason. Process Control analysis allows managers to detect and address loci of instability in their process. In this presentation Dr. Steinleitner will review ways that Demming's Process Control analysis may be applied to IVF clinical and laboratory practice.

Short CV
Dr Steinleitner received his doctorate from the University of California at San Diego and served a fellowship in Reproductive Endocrinology at the University of Southern California. Early in his career he was accorded numerous awards for research in endometriosis, including the American Society for Reproductive Medicine and Pacific Coast Reproductive Society Meeting Prize Papers. Dr. Steinleitner's present interests involve the use of
digital medical records to improve IVF unit quality and patient satisfaction