Wednesday, April 29th, 2015

Health Media & Technology Track

Track V: The Ballroom Terrace - Live Webcast from this Room

12:30 PM - 1:45 PM

Health Media and Social Media – Building Brand and Connectivity – The 24/7 Consumer Relationship

Doug Ziewacz, Head of Global Digital Media & Advertising, Under Armour

Russ Johannesson, Chief Operating Officer, Sharecare

Amy Tenderich, Founder and Editor, DiabetesMine

Sheila Murphy, Ph.D, Professor, Annenberg School for Communication and Journalism, University of Southern California

Lygeia Ricciardi, Digital Health & Consumer Engagement Expert, Clear Voice Consulting, LLC, Moderator


joining MapMyFitness he was the Director of Marketing for Everon Technology Services LLC, a leading national provider of IT support to small and medium businesses. In this role, Doug was responsible for Everon’s overall marketing strategy and direction. In his tenure, Doug helped grow Everon’s overall sales by 498% from 2004-2007.  Those efforts helped garner the organization Inc. 5000 recognition and eventual acquisition by Plum Choice.  His earlier career was as a member of the 7-UP Professional Cycling Team, racing at the highest level of professional cycling in the United States. Notable athletic accomplishments include:   United States Professional Cycling Championships Bronze Medallist (2001); University of Colorado at Boulder Cycling Team Captain (1997); National Collegiate Cycling Championships 3-time Medallist (1996-1997) United States Olympic Training Center Athlete U.S. National Cycling Team Camp (1992)  Doug holds an M.S. and B.A. from the University of Colorado at Boulder. His Masters work focused on using devices to quantify the physiological demands of elite professional cyclists.


Amy Tenderich, Founder and Editor, DiabetesMine: Amy is the Founder and Editor-in-Chief of DiabetesMine, a leading online information destination for people with diabetes and one of the top health blogs around the country and the world. As of January 2015, DiabetesMine became part of San Francisco-based Healthline Networks, where Amy now also serves as Editorial Director, Diabetes & Patient Advocacy.  Amy is a journalist / blogger and patient advocate who started after her diagnosis with Type 1 diabetes in 2003. The site has won numerous awards and was recently named the No. 1 diabetes influencer by and the American Diabetes Association.

 She is the co-author, along with Dr. Richard Jackson of Joslin Diabetes Center, of Know Your Numbers, Outlive Your Diabetes – a unique motivational guide to the 5 key medical tests that everyone with diabetes should have and monitor regularly.  Amy has made it her personal mission to spur innovation in diabetes care that actually originates with patients. She penned an Open Letter to Steve Jobs in 2007 that went viral, developing into an international crowdsourcing competition called the DiabetesMine Design Challenge — underwritten by the California HealthCare Foundation, and supported by IDEO, a leading design firm with close ties to Stanford University. The competition culminated in the DiabetesMine Innovation Summit event, which she now hosts each Fall at Stanford.  Previously, Amy helped conceptualize and launch, the fastest-growing and most successful social networking site for people with diabetes, with over 700,000 registered members to date. Amy has become a well-known public speaker at national diabetes, healthcare and health technology events, and periodic guest lecturer at Stanford University on health design topics.  She lives on the fringes of San Francisco, CA, with her husband, three daughters, and a calico cat.


Sheila Murphy, Professor, Annenberg School for Communication and Journalism at the University of Southern California:  Sheila is a social psychologist who designs and evaluates persuasive campaigns.  For the past decade her work has primarily focused on the role narrative or storytelling might play in shaping the public's health-related knowledge, attitudes and behaviors.  She has worked with the BBC and USAID in developing countries as well as a number of domestic television programs (including Desperate Housewives and Grey’s Anatomy) to incorporate and evaluate the impact of accurate health information on topics including HIV, obesity, cancer and how to make “coming out” less traumatic for gay youth.  Dr. Murphy is the 2015 recipient of the Everett M. Rogers Award given by the American Public Health Association to an individual who has made an outstanding contribution to advancing the study and/or practice of public health communication.


Russ Johannesson, Chief Operating Officer, Sharecare: Russ in the COO of Sharecare, a health and wellness engagement platform founded by Jeff Arnold (founder of WebMD) and Dr. Mehmet Oz that provides people with personalized resources to help them live their healthiest lives. As COO, Russ helps drive overall corporate strategy and is specifically responsible for ensuring that Sharecare delivers on its commitments to consumers, clients and partners.  He has direct responsibility for the operations of the company, including technology development, product development, clinical strategy & informatics, privacy & security, as well as Sharecare’s release of information business and physician directory business. Prior to joining Sharecare in March 2013, Russ served as Chief Client Officer at OptumHealth, a UnitedHealth Group company, a leader in population health management, overseeing OptumHealth’s revenue generation activities, client relationships, and market strategy and development – driving over $8 billion in annual revenue across all markets and geographies.

Prior to joining OptumHealth, Russ held several leadership positions with Carlson Marketing Worldwide, most recently as Executive Vice President of U.S. Client Services responsible for Carlson’s U.S. business. He has also held a variety of executive and leadership positions in the health care and technology space at Sapient Corporation, Stamos Associates, Deloitte & Touche, The First National Bank of Chicago and John Morton Company.  Russ earned a B.A. in economics from the University of Chicago and an MBA in finance from the University of Chicago Booth School of Business.


Lygeia Ricciardi is the President and Founder of Clear Voice Consulting, LLC, which supports consumer technology companies, startups, and members of the traditional health system in successfully engaging consumers via digital technology. Previously, Lygeia established and directed the Office of Consumer eHealth at ONC (the Office of the National Coordinator for Health IT) within the US Department of Health and Human Services. Her office was responsible for leading the Blue Button Initiative, which helps consumers access their health data online, and integrating the consumer perspective into Meaningful Use requirements and other federal policies and programs. In addition, she has worked at startups, Harvard Business School, the Markle Foundation, and the Federal Communications Commission. Lygeia has been voted among the “Top 10 Most Influential Women in Health IT,” and has been featured by C-SPAN, the Wall Street Journal, and NPR. She has received the Aurora Award and the Pixie Award for outstanding animation and public communications.



Doug Ziewacz, Head of Global Digital Media & Advertising, Under Armour; Doug joined MapMyFitness in 2008 as a member of the early stage Managing Partner team and built and scaled the national sales function through three rounds of Venture Capital funding, achieving 1,000% growth over the first 3 years earning a spot in the Inc. 500.  Since the acquisition by Under Armour in late 2013, Doug has continued to lead the sales function and overall client relationships.  Prior to