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When done right, social media can help to take your practice to the next level! Here are three things to keep in mind as you evaluate your own current or future social media strategies.

Use the right social media channel for your audience.
It is crucial to find out what social media channel your audience is most active on. The time and energy that goes into curating outstanding content should not be wasted, for example, on Facebook when all of your potential patients are on Instagram (many under 30 have abandoned Facebook for Instagram and Snapchat, so I’m told). That’s why it’s important to build your social media presence where your patients congregate the most. Additionally, if your patients are using multiple social media platforms, try to focus on the top two so you don’t burn out by trying to be everywhere at once.

SEO is worth the money.
One problem I see all the time is the most amazing businesses and brands hidden in plain sight. Your goal is to be known as the expert in your field, so it is important to get in front of people who are searching online for specialists like you. The right SEO (Search Engine Optimization) strategy can help. If you aren’t already using optimized language on your website, now is the time to start! You can hire a SEO expert to weave keywords into your website copy and social media profiles to make sure you are getting in front of the right people.

Find a balance between like-worthy, relevant information, not just services and promotions.
It is important to find a balance between promoting your services in addition to providing informative articles, as well as just fun content that will connect with your followers. Try to mix it up as much as possible and see what your followers respond to the most! Relevant, helpful articles about your specialty are better than inspirational quotes and a cute cat playing with a stethoscope. And don’t be afraid to gloat and share your patient success stories. Depending on your area of practice, potential patients may want to see a glimpse of how your practice works, what the patient experience may feel entail, and even how simple to complex procedures or surgeries are performed.

Kerry Sutherland is the Founder & CEO of K. Sutherland PR, a Reno-based public relations agency that specializes in the healthcare industry. You can reach her directly with any questions about social media for your own practice by emailing Kerry@ksutherlandpr.com or visit ksutherlandpr.com to
learn more.

By Kerry Sutherland
K.Sutherland Public Relations

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Lyn E. Beggs. PLLC
Lyn E. Beggs. PLLC

Healthcare practitioners are often engaged in a multitude of business relationships regardless if they are sole practitioners or part of a large provider group. These relationships may be in the form of employment agreements, partnership or shareholder agreements, payer contracts, independent contractor agreements, among others.

Most business relationships, regardless of type, are memorialized in written agreements which will set forth the terms of the relationship between the parties. These terms typically include information about the length of the relationship, the duties of the parties, compensation or division of profits among the parties, as well as other terms directing the on-going relationship.

The provisions of these agreements that are often not given sufficient consideration are terms regarding the termination of the business relationship, whether that termination be amicable or otherwise. Often the parties ignore these provisions or give them little thought at the outset of the business relationship as the parties are typically optimistic about the on-going relationship and are likeminded about the benefits each will receive from the relationship.

However, if a relationship sours or the parties simply wish to part ways, termination provisions are vital to providing direction to the parties as to how a termination of the business relationship should proceed. Unpleasant surprises often await those who did not give adequate consideration to the termination provisions of an agreement at the beginning of the business relationship or perhaps have not revised and updated the written agreement as the relationship has continued, resulting in termination provisions that do not accurately reflect the wishes of the parties.

Before entering into any type of business relationship, the provisions regarding the termination of that relationship, should be reviewed fully. These provisions should be considered not only for circumstances where an ending of the relationship is amicable, but in those circumstances in which the parties may be at odds. For existing agreements, if they have been in place for some time, they should be reviewed to ensure that the terms still reflect the wishes of the parties. Looking at these terms before they are needed will provide all parties with the assurance that the business relationship will be terminated in the most uneventful manner possible.

Ms. Beggs, owner of the Law Offices of Lyn E. Beggs, PLLC, focuses her practice primarily on assisting clients with administrative and professional licensing board matters in addition to representing healthcare providers on a variety of issues. Ms. Beggs may be reached at 775-432-1918 or at lyn@lbeggslaw.com. This article does not constitute legal advice and should not be considered a substitute for retaining counsel for advisement in legal matter.

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Robin White. M.D. (right) with Karissa Loper, Deputy Bureau Chief, Division of Public and Behavioral Health, Bureau of Child, Family and Community Wellness.
Robin White. M.D. (right) with Karissa Loper,
Deputy Bureau Chief, Division of Public and Behavioral Health, Bureau of Child, Family and Community Wellness.

Centers for Disease Control and Prevention and the CDC Foundation Recognize White with Childhood Immunization Champion Award

Dr. Robin White from Reno, Nevada has been named CDC Childhood Immunization Champion for her outstanding efforts to promote childhood immunization in northern Nevada. White is recognized as a superb pediatrician who strongly advocates for immunizations and a leader in her field. At the University of Nevada, Reno she teaches medical, nurse practitioner, and physician’s assistant students. One at a time, her lectures are preparing the next generation of immunization champions.

Each year during National Infant Immunization Week, CDC and the CDC Foundation honor health professionals and community leaders from around the country with the CDC Childhood Immunization Champion awards. These awards acknowledge the outstanding efforts of those individuals who strive to ensure that children in their communities are fully immunized against 14 preventable diseases before the age of two.

“The tremendous success of CDC’s immunization programs to protect the nation’s children from vaccine-preventable diseases is a direct result of the efforts of childhood immunization champions,” said Dr. Nancy Messonnier, Director of the National Center for Immunization and Respiratory Diseases at the Centers for Disease Control and Prevention. “We cannot overstate the value of the dedication our Champions have shown, which ultimately protects our children, schools, and communities from serious diseases.”

CDC Childhood Immunization Champions were selected from a pool of health professionals, coalition members, community advocates, and other immunization leaders. State Immunization Programs coordinated the nomination process and submitted nominees to CDC. One winner was selected in each of the participating states and the District of Columbia. “Dr. White’s passion and knowledge is helping pave the way for the next generation of immunization champions, and the time she invests in patient education has garnered her respect from parents, office staff, and her colleagues,” said Heidi Parker, Executive Director of Immunize Nevada. Immunize Nevada honored Dr. White and her achievements at their annual awards and fundraiser in last week.

For profiles of other CDC Childhood Immunization Champion award winners, please visit https://www.cdc.gov/vaccines/champions.

About Immunize Nevada
Immunize Nevada is widely recognized as Nevada’s trusted resource for immunizations and community health for all ages by fostering education and statewide collaboration. Immunize Nevada’s vision is healthy communities across Nevada protected from vaccine-preventable disease. For more information, visit ImmunizeNevada.org.

About National Infant Immunization Week
National Infant Immunization Week (NIIW) is an annual observance to highlight the importance of protecting infants from vaccine-preventable diseases and to celebrate the achievements of immunization programs in promoting healthy communities throughout the United States. Each year, during NIIW, communities across the U.S. celebrate the CDC Childhood Immunization Champions. These award recipients are being recognized for the important contributions they have made to public health through their work in childhood immunization.

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MorganMake-A-Wish creates life changing wishes for children with critical illnesses and are on a quest to bring every eligible local child’s wish to life. You may recognize the name, but here are seven things, you don’t know about the largest wish granting organization.

1. There is a local Make-A-Wish chapter right here in Reno, Nevada.
Make-A-Wish® Northeastern California and Northern Nevada covers 37 counties – 14 of which are in Nevada. Their main office is headquartered in Sacramento, but they have a regional office located in downtown Reno.

2. Research has shown that a wish is an integral part of a child’s treatment journey.
Doctors are using the wish experience as part of their treatment plan. It’s not a last wish. It’s a lasting wish. The majority of Make-A-Wish recipients live beyond their illness.

3. A wish is granted every nine days in the Northern Nevada and Lake Tahoe region.
That’s right, every week and a half, a child replaces fear with hope by having their
wish granted.

4. Make-A-Wish Northeastern California and Northern Nevada grants more than 300 wishes every year.
A wish gives children renewed energy and strength, brings families closer together and unites communities.

5. For a child to receive a wish, they must be referred to the organization by either a member of the medical team, a parent or guardian or the potential wish child.
Referrals can be made over the phone (775.826.8008) or online at northernnevada.wish.org.

6. The average cash cost of a wish is $7,500
Make-A-Wish solely receives funding from local donors and sponsors. In fact, when donors give to Make-A-Wish from the Northern Nevada region, it will go directly to granting a child’s wish from the same area.

7. Make-A-Wish Northeastern California and Northern Nevada was one of the earliest chapters.
Since the organization was established in 1983, the local chapter has granted more than 6,300 wishes. 1,000 of which were right here in Nevada.

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WCMS-BBQ-event-4We’re planning two great events this summer where you can meet and mingle. Plan to bring your non-member colleagues. We want to grow our membership this year by at least 8%. To do that we need everyone serving as ambassadors for WCMS.

June 28 – The Eddy is the place to be
Bring at least one non-member colleague and your families to The Eddy on Thursday, June 28. There are free yard games, music and food.

WCMS-BBQ-event-3August 24 – Bartley Ranch BBQ—Celebrate the end of summer
Back by popular demand with some new fun additions is the BBQ at Bartley Ranch. We’ll gather from 4 -7 PM, Friday, Aug. 24. New this year is our partner the UNR School of Medicine. Bring your colleagues and your family for this fun-filled evening including a BBQ, raffle for all who bring a non-member guest, snow cones, bounce houses, and more. Details coming soon. Mark your calendars now. You won’t want to miss this event.

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Morgan make a wishI wish to go to Titleist to get new golf gear
Morgan

Morgan, 15. Ewing’s sarcoma

Morgan’s medical journey began in April 2016 when he suffered from a collapsed lung. After multiple tests, doctors realized that he was battling cancer as well. Due to his condition, Morgan, 15, was no longer able to play team sports, so he grew to love golf.

When Morgan had the chance to choose a wish, all of his ideas revolved around his passion for golf. One wish that stood out above all the rest to him was to go to Titleist Performance Institute in San Diego to get custom golf gear. Make-A-Wish revealed to Morgan earlier this year that his wish was being granted in July.

Morgan’s wish experience at Titleist was everything he could dream of and more. Morgan was able to get an experience just like the pro’s as he was fitted for custom clubs and received a golf fitness evaluation. During the times that treatment was taking a harsh toll on his body, Morgan was able to focus on his wish, and he will always remember the time that his heartfelt wish came true.

Thank you to Western Nevada Supply for sponsoring Morgan’s wish and to Titleist for making his wish a reality!

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By Dr. April Heiselt, Director, UNR Med Office for Community Faculty
By Dr. April Heiselt, Director, UNR Med Office for Community Faculty

A community faculty member is a local healthcare leader with extensive experience healing patients in a hospital, private practice, or rural setting. They may also be retired from medical practice. These industry leaders volunteer their time to assist in training future physicians at the University of Nevada, Reno School of Medicine (UNR Med).

Community based faculty are one of UNR Med’s most important assets. They share their knowledge, skills and abilities with our students in a wide variety of practice environments. Perhaps more importantly, they present our students with a holistic view of medicine. Over the years, students have come to depend on community faculty for real-world perspective and to provide mentorship guiding them to successful careers as physicians.

UNR Med’s curriculum reflects the depth and breadth of these community-based partnerships. From patient exam rooms to the lecture halls of the medical school, community faculty provide unique learning opportunities for our learners throughout medical school and graduate medical education.

Community faculty can get involved in activities that take a short amount of time, like participating in our applicant Multiple Mini Interviews (MMI) or serving on the UNR Med Admissions Committee. Community faculty can also volunteer in the Student Outreach Clinic which provides free health care to the medically uninsured. Or, they can demonstrate a “Case of the Week” where first- and second-year students integrate basic science content into the practice of medicine with a weeklong clinical case.

There are also opportunities to advise UNR Med student groups or participate in our medical specialty roundtables as well as summer research and clinical opportunities. As students move on to their third and fourth years, community faculty serve in clerkship teaching and elective development for students to gain clinical experience as well as direct students through rural rotations. Community faculty also train medical residents.

There are several ways to engage with UNR Med, and we encourage you to get involved. If you are a practicing physician or retired healthcare professional, please consider this an official invitation for you to participate. Community faculty are always welcome, so no matter what your availability, we can find a way for you to share your talents with the next generation of physicians.

If you are interested in becoming a UNR Med community faculty member and would like to learn more, please visit the University of Nevada, Reno School of Medicine’s Office for Community Faculty website at med.unr.edu/OCF or contact the Office for Community Faculty at (775) 682-8390 or ocf@med.unr.edu.

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By Anita Savell
By Anita Savell

One Student’s Journey

Having been immersed in the life of a first-year medical student for what has felt like decades, it seems strange to think that just one year ago I was anticipating what medical school would be like.

I imagined lectures full of Latin words I didn’t know, trying to memorize mountains of information, and getting up early to study after staying up late to study the night before.
After experiencing the first year of medical school, I have revisited those expectations. While there are plenty of Latin-laden lectures, finding a few root words helps make the content more accessible. For example, seeing a midsagittal cut of the brain for the first time and being bombarded with words like corpus callosum and septum pellucidum was a bit of overwhelming. However, I quickly learned that corpus callosum meant “tough body” and septum pellucidum simply meant “transparent” septum—and those translations made sense based on the physical appearance of the structures. There was a logical approach to naming and brute force memorization was not required.

Techniques like learning etymology, drawing out structures and pathways, and asking “why” have allowed me to avoid the memorization I worried about when entering school. Instead of memorizing, I focus on using logic to learn and work through problems so that I retain the information for years to come. This learning approach also helped me avoid my last pre-medical school fear: studying from dusk ‘til dawn. When learning instead of memorizing, pieces fall into place more quickly. Thankfully, I have yet to pull an all-nighter, though I am sure clinical rotations (starting in just over a year!) will quickly change that.

This summer I will be heading off to a clinical research program in North Carolina and look forward to reporting back on the experience. Thank you for coming along with me on my first-year journey!

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Dr. Thomas Schwenk Dean of the School of Medicine and VP of Health Science
Dr. Thomas Schwenk Dean of the School of Medicine and VP of Health Science

Every year since the early days of our nearly 50-year history, the coming of spring brings warmer weather, blossoming trees throughout campus and the University of Nevada, Reno School of Medicine Hooding ceremony. This year, our medical school graduation and awarding of doctoral hoods to the class of 2018 took place Friday, May 18.

While Match Day brought the power of the force to students and guests in an out-of-this-world Star-Wars-themed celebration, the Hooding ceremony took a more traditional approach to celebrating the professional and educational accomplishments of our outstanding graduates. UNR Med’s hooding ceremony is always an extraordinary event—serious, professional and elegant as befits the gravity of conferring the Doctor of Medicine degree.

We were excited to return to the Pioneer Center for the Performing Arts for this year’s ceremony. Each graduating medical student was donned with a doctoral hood by someone of importance to that student—a spouse, child, parent, grandparent, sibling, influential teacher, or mentor—several were even local practicing physicians. Additionally, it was even more special when the person bestowing the hood was a UNR Med alumnus, demonstrating our deep roots in the community.

The ceremony concluded with the entire graduating class and all physicians in attendance reciting the Physician’s Oath, signifying a lifelong commitment to the medical profession and community service.
Dr. Kim Eagle, a distinguished academic cardiologist at the University of Michigan who completed his first two years of medical education at UNR Med in 1977, delivered the keynote address. We were thrilled to welcome Dr. Eagle back and were inspired by his words of wisdom and advice to our graduates.

Every Hooding ceremony is festive and unique, but this year’s ceremony was particularly special as we kicked-off UNR Med’s year-long 50th anniversary celebration. Holding this year’s hooding ceremony at the Pioneer Center for the Performing Arts really was a return to our roots; this was the same venue where our first class of four-year graduates received their doctoral hoods back in 1980!
Finally, I would like to take a moment to recognize our graduating students, both undergraduate and graduate, from the Sanford Center for Aging, Speech Pathology and Audiology and the School of Social Work as well as doctoral graduates from microbiology and immunology, pharmacology, and physiology and cell biology who participated in the University of Nevada, Reno Spring 2018 Commencement ceremony on the University Quadrangle Friday, May 18.

Congratulations, Class of 2018!

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By Ronald S. Swanger, M.D., WCMS 2018 President
By Ronald S. Swanger, M.D., WCMS 2018 President

As candidates begin campaigning for the June primary, we at WCMS and NMSA are gearing up for the 2019 legislative session. The NEMPAC and SIMPAC combined fund raiser in late April raised about $8,000 for WCMS’s SIMPAC.

Over the summer and early fall, we’ll be interviewing candidates to better understand their views about health care. The more voices we can add the stronger we’ll be when the 2019 session convenes next February.

We need all our voices. In addition to joining SIMPAC, there are several ways for you to contribute:

1. Get to know your legislators. If you don’t know who represents you, go to http://mapserve1.leg.state.nv.us/whoru/.

2. Introduce yourself to those folks through a phone call (the most effective) or email offering to help them understand the issues facing physicians in Nevada.

3. Ask for a meeting. Close your call or email with a request for a meeting. Offer 3 or 4 suggested times and dates. Be prepared to share your opinion about any pending healthcare legislation briefly and concisely. Keep in mind the purpose of your meeting is to provide evidenced-based facts; not to challenge or argue. Building a positive relationship is the goal.

4. Plan to attend Physician’s Day at the Nevada Legislature. We’ll alert you when the 2019 date is set. This is a terrific opportunity to meet with your legislators.

5. Participate in our joint NSMA/CCMS/WCMS governmental affairs commission where you can share your opinions and offer recommendations about anticipated legislation affecting
our profession.

The important thing you can do is to communicate with us and your legislators. Don’t be silent. Use your voice.