• Lee Aase

    Lee Aase

    Director Center for Social Media
    Mayo Clinic

    Expertise: Digital Health

    Lee Aase is director of the Mayo Clinic Center for Social Media, which builds on Mayo Clinic’s leadership among healthcare providers in adopting social media tools. Mayo Clinic is a pioneer in hospital blogging and has the most popular medical provider channel on YouTube as well as active, popular outposts on Twitter and Facebook.

    By night, Lee is Chancellor of Social Media University, Global (SMUG), a free online higher education institution that provides practical, hands-on training in social media for lifelong learners. In 2013, he was inducted into the Healthcare Internet Hall of Fame, and in 2014 he was appointed to a two-year term on the World Economic Forum’s Global Agenda Council on Social Media. He also was named to the list of “20 People Who Make Healthcare Better” by HealthLeaders Media.

    Prior to joining Mayo Clinic in 2000, Lee spent more than a decade in political and government communications at the local, state and federal level.

  • Lance Lunsford, Vice President-Strategic Communications, Texas Hospital Association

    Lance Lunsford

    Vice President
    Strategic CommunicationsTexas Hospital Association

    Expertise: Advocacy and Engagement

    Lance Lunsford currently serves as vice president of strategic communications for the Texas Hospital Association overseeing all strategic messaging related to legislative and regulatory affairs, including issues relating to health care delivery and finance.

    Lunsford oversees an internal communication team to leverage advocacy messaging to influence public policy. Focusing on key issues affecting legislators and policy leaders, Lunsford’s team designs earned, social and paid media campaigns to drive community and stakeholder engagement.

    Prior to joining THA, Lunsford worked as director of marketing for UMC Health System, a 400-bed hospital located in Lubbock, Texas. As the teaching hospital for Texas Tech University Health Sciences Center, Lunsford’s work featured marketing around the system’s Level One Trauma Center, cancer center, certified burn unit, and a primary care practice management group. At UMC, Lunsford oversaw an internal advertising agency to produce strategic messaging and business development measures across the health system’s myriad of programs and services. Lunsford planned and executed more than 20 advertising and public relations campaigns directed at various UMC service lines utilizing traditional and new media platforms synced in a cross-promotional coordination.

    Lunsford began his career in journalism as a reporter before becoming city editor of a major West Texas daily newspaper at the age of 24. In 2005, Bristol Publishing printed his first book, The Rainbow’s Shadow: True Stories of the Baby Jessica Rescue and the Tragedies that Followed.

  • Bobby Rettew, MA

    Bobby Rettew, MA

    Partner Social Health InstituteChief Storyteller Gray Digital Group

    Expertise: Content Creation and Storytelling

    Bobby Rettew is a multiple Emmy award-winning multimedia producer with a background in new media, visual storytelling, user-center design, usability testing methodologies and television news. Bobby’s journalist experience in broadcast has transformed his approach as a digital storyteller where he has helped organizations identify compelling, effective messages.

    Bobby has traveled internationally capturing and telling stories. He has interviewed former United States Presidents, Senators, Astronauts; traveled with illegal immigrants crossing the border from Mexico; and was part of the first team to capture the first images of Katrina. From hurricanes to local color, Bobby witnessed some of the most fascinating stories emerge in real time.

    Bobby is also the Chief Storyteller for Gray Digital Group and also serves as an Adjunct Instructor at Clemson University where he teaches for the MBA and MBAe Programs. Bobby holds both a BS in Mathematics and an MA in Professional Communications from Clemson University.

  • Reed Smith, MBA

    Reed Smith, MBA

    Founder Social Health InstituteChief Social Strategist Gray Digital Group

    Expertise: Digital Marketing & Communications

    Reed Smith is a nationally recognized thought leader, and founder of the Social Health Institute. Reed focuses on the integration of social computing into hospitals and other health care hospitals. His health care marketing experience includes time as a hospital marketing director, as well as overseeing product development for the Texas Hospital Association, where he created a social media guide for hospitals, assembling best practices and case studies from hospitals across the country.

    Reed was instrumental in bringing the health care track to the SXSW® Interactive festival, and is a member of the Mayo Clinic Center for Social Media Advisory Board. He travels throughout the country speaking to hospitals and health care hospitals about health care social media strategy and best practices.

    Reed serves as the Chief Social Strategist for Gray Digital Group as well as on the advisory board for both the Mayo Clinic Center for Social Media, and the SXSW® Interactive festival.

  • Farris K. Timimi, MD

    Farris K. Timimi, MD

    Assistant Professor of Medicine Mayo Clinic College of Medicine Medical Director Center for Social Media

    Expertise: Digital Health – Clinical

    Farris Timimi, MD, is an Assistant Professor of Medicine at the Mayo Clinic College of Medicine, and a Consultant in Cardiovascular Diseases and Internal Medicine at the Mayo Clinic. He serves as Medical Director for the Mayo Clinic Center for Social Media. He also serves as the Cardiology Physician Education Coordinator for the Internal Medicine Residency and as the Program Director for the Advanced Heart Failure and Transplant Fellowship Program. In addition, Dr. Timimi is the physician lead for the Division of Cardiovascular Disease One Voice initiative, as well as the institutional lead for patient-family advisory councils.

    Dr. Timimi received his bachelor’s and medical degrees from East Tennessee State University. He completed his internship and residency in Internal Medicine at Washington University in St. Louis, Missouri; his fellowship in Cardiovascular Medicine and Interventional Cardiology at Brigham and Women’s Hospital, Harvard Medical School; and a separate fellowship in Interventional Vascular Radiology, Vascular Medicine, and Vascular Ultrasound at Mayo Clinic.


  • Rozalynn Goodwin, FACHE

    Vice President South Carolina
    Hospital Association

    Expertise: Advocacy and Public Policy

    Rozalynn Goodwin is vice president for community engagement for the South Carolina Hospital Association (SCHA). Passionate about improving the well-being of populations through health and human services, Rozalynn serves as the primary link with many private and public sector stakeholders, including policy-makers, community and advocacy groups, insurers and employers. She oversees her brainchild Working Well, SCHA’s multi-sector, comprehensive worksite wellness initiative impacting the health of more than 100,000 employees statewide. Rozalynn is an active orator, having addressed more than 300 boards, chambers, civic organizations, professional associations and media audiences about the Affordable Care Act since its passage.

    Prior to joining SCHA, Rozalynn worked in strategic planning and business development with Palmetto Health and in health and human services policy research in the Office of Governor Jim Hodges.

    Rozalynn’s rural South Carolina upbringing fuels her zeal for quality, accessible health care for all. A native of Mt. Carmel, SC, she holds a bachelor’s degree in Health Care Management from Lander University and a Master of Health Administration from the University of South Carolina. She is a graduate of Leadership Columbia, and serves on the boards of United Way of the Midlands, Life Point and Right Direction Church International. A fellow in the American College of Healthcare Executives, Rozalynn is a recipient of the James E. Clyburn Community Award for Health Care Leadership from the University of South Carolina Arnold School of Public Health, Early Career Healthcare Executive Regent’s Award from the American College of Healthcare Executives and has been recognized as a rising business leader in The State Newspaper’s annual “20 under 40” feature. She is the creator of the blog SpitUpOnMyBlazer.com and invented with her daughter the GaBBY Double-Face Double-Snap girls’ hair barrette.

    Rozalynn, her husband, Mike, daughter and son live in Columbia, SC.

  • Thornton Kirby, President & CEO, South Carolina Hospital Association

    Thornton Kirby, FACHE

    President & CEO South Carolina
    Hospital Association

    Expertise: Healthcare Administration and Public Policy

    Thornton Kirby has been President and CEO of the South Carolina Hospital Association since 2005. Thornton is recognized nationally as a leader in health care reform and patient safety, and under his leadership South Carolina has emerged as one of the nation’s top states in the quality of hospital care.

    The Hospital Association is currently working with Dr. Atul Gawande and his colleagues at Harvard University to improve surgical safety, and the Association is also working with The Joint Commission to build a culture of high reliability across South Carolina’s hospitals. Both initiatives have garnered national attention as models for improving hospital care nationwide.

    Thornton was recruited out of high school to attend the University of Virginia as a Jefferson Scholar, and after earning his undergraduate degree in American Government he returned home to study law at the University of South Carolina. Before joining the South Carolina Hospital Association, Thornton practiced law as a health care attorney, worked as a hospital administrator, and served for nearly a decade as a senior executive at Clemson University.

    Thornton has extensive experience with corporate governance, having served as a director on 45 different boards over the past 30 years. He is a Fellow in the American College of Healthcare Executives, and he holds adjunct faculty appointments at Clemson University and the University of South Carolina where he lectures frequently on health care issues. Because of South Carolina’s leadership in patient safety and quality, Thornton is frequently invited to speak at national and regional meetings on health care reform and quality of care.

  • Heather Woolwine, MA

    Media Relations Director Medical University
    of South Carolina

    Expertise: Public Relations and Crisis Communications

    Heather Woolwine serves as the media relations director for MUSC, spearheading the MUSC Office of Public Relations under the direction of the chief communication and marketing officer. She has honors bachelor’s degrees in communication and psychology, and completed her master’s degree in communication from the College of Charleston with a 4.0 GPA. She has been with MUSC for 14 years and participates in strategic communication planning for the university and the medical center, including media relations, social media, crisis communication and legislative affairs support. Woolwine serves as a spokesperson for MUSC and actively manages the reputation and image of the enterprise. She is a 2012 SCPRSA Jupiter award winner for her work in social media at MUSC, and has also received individual recognition from The Carolinas Communication Association as the winner of the 2011 Mary E. Jarrard Outstanding Graduate Student Paper Competition. In April 2012, she was named Outstanding Graduate Student of the Year for The Graduate School at the College of Charleston.