SHSMD Credential Programs

SHSMD Credentials are awarded for successful completion of the following designated programs that confirm proficiency of a skill through testing, examination, skill demonstration, or project completion. Additional requirements may include participation in discussion boards, quizzes, group work, presentations, and additional readings/assignments as assigned by faculty. Upon successful completion of all requirements, participants will be awarded with a verified SHSMD Credential in a paper certificate form as well as a shareable digital credential described below.

  1. Full Title: SHSMD Healthcare Marketing Credential: Marketing Plans, Communications, & Market Research
    Badge name: Healthcare Marketing
  2. Full Title: SHSMD Strategic Planning in Healthcare Credential
    Badge Name: Strategic Planning in Healthcare
  3. Full Title: SHSMD Public Relations and Communications in Health Care Credential
    Badge name: Healthcare Public Relations & Communication

SHSMD ADVANCE™| Credentials:

  1. Full Title: SHSMD ADVANCE™| Credential: Advanced Analytics for Healthcare Strategists
    Badge name: Advanced Analytics for Healthcare Strategists
  2. Full Title: SHSMD ADVANCE™| Credential: Effective Storytelling in Healthcare
    Badge Name: Storytelling for Healthcare Strategists
  3. Full Title: SHSMD ADVANCE™| Credential: Facilitation for Healthcare Strategists
    Badge Name: Facilitation Skills for Healthcare Strategists
  4. Full Title: SHSMD ADVANCE™| Credential: Design Thinking for Healthcare Strategists
    Badge Name: Design Thinking for Healthcare Strategists
  5. Full Title: SHSMD ADVANCE™| Credential: Building Coalitions to Accelerate Innovation and Intrapreneurship
    Badge Name: Coalition Building for Health Care Strategists

Full Title: SHSMD Healthcare Marketing Credential: Marketing Plans, Communications, & Market Research
Badge name:
Healthcare Marketing

SHSMD’s Healthcare Marketing Certificate online program includes three core courses focused on healthcare marketing plans, communications, and research, as well as eight additional elective options. The credential holder has met a set of established criteria identified in the course learning objectives stated below. 

Course 1: Healthcare Marketing Plans:

  • Structure a  market audit
  • Use market  audit findings to develop a position, strategies, and quantifiable  objectives
  • Develop a  portfolio of specific market actions and create a zero-based budget
  • Establish  appropriate marketing metrics
  • Understand  the challenges of healthcare marketing ROI measurement

Course 2: Mastering Marketing Communications:

  • Apply a disciplined  process incorporating research analysis, strategy development,  communications creation and placement, and measurement of results
  • Participate  in all elements of the marketing communications process, applying basic  knowledge
  • Apply tools  shared in the session: strategy development grids, a planning blueprint  for marketing communications, and a marketing communications creative work  plan

Course 3: Healthcare Market Research:

  • Design an  objectives-based research study
  • Employ data  collection techniques
  • Employ  analytical techniques and interpret results

Elective Webcasts: Attendees must watch a minimum of three elective webcasts and pass the associated quizzes.

Criteria

The credential holder demonstrates their knowledge through successfully passing exams and quizzes associated with each section. Additional criteria required to earn the certificate include:

  • Viewing a minimum of 13 hours of online presentations.
  • Completing exams for each of the three core courses  (Marketing Plans, Marketing Communications, and Marketing Research) at a  passing score of 60%.
  • Completing a minimum of three elective webcast quizzes  earning a minimum core of 60%.
  • Active participation in required discussion board  assignments.
  • Completion of any additional readings/assignments  required by faculty.

Full Title: SHSMD Strategic Planning in Healthcare Credential
Badge Name:
Strategic Planning in Healthcare

 

SHSMD Strategic Planning in Healthcare online program includes three courses focused on the Strategic Planning Process and Content, Successful Plan Execution a variety of elective topics. The credential holder has met a set of established criteria identified in the course learning objectives stated below as well as additional criteria. 

Strategic Planning Process and Content
This two-week course will cover four modules noted below, with each module including a live, 60 minute webcast and associated discussions questions/assignments. Registrants must also pass an exam at the end of the course.

  • Module 1: Designing an Effective Strategic Planning Process
  • Module 2: Elements of a Strategic Plan
  • Module 3: Strategic Metrics (Key Performance Indicators)
  • Module 4: Understanding Context and Being Future Focused

Successful Plan Execution
This two-week course will cover four modules noted below, with each module including a live, 60 minute webcast and associated discussions questions/assignments. Registrants must pass an exam at the end of the course as part of the certificate requirements.

  • Module 1: Communicating the Strategic Plan to Different Stakeholders
  • Module 2: Developing a Tactical Plan
  • Module 3: Integrating and Aligning the Strategic Plan with Financial Planning
  • Module 4: Using Bridging Worlds to Advance Plan Development

Strategic Planning Electives
Registrants will have access to watch all 14 electives noted below (click here for descriptions), but must watch a minimum of four elective webcasts (each 45-60 minutes) based on their interests, and complete/pass each accompanying quiz. 

  1. Strategic Planning Tools and Methods for Addressing Uncertain Times
  2. Planning Assumptions: The Basis of Sound Strategy
  3. Effective Presentation of Analytics
  4. Qualitative Input Module
  5. Financial Modeling Basics
  6. Developing an Internal and External Assessment
  7. Drafting a Vision and Mission: Putting Pen to Paper – or Keyboard
  8. Strategic Planning Frameworks & Tools
  9. Competitor Intelligence
  10. Effectively Using Demand Forecasting
  11. Geo-coding & Mapping: Planning Methods for Patients and Populations in the New Era of Health Reform
  12. Thinking Like a Futurist
  13. Addressing the Changing Face of Ambulatory Strategy
  14. Strategic Roadmap for A Community Health Needs Assessment (CHNA) and Implementation Plan

Criteria:

The credential holder demonstrates their knowledge through successfully passing exams and quizzes associated with each section. Additional criteria required to earn the credential includes:

  • Viewing a minimum of 12 hours of online presentations.
  • Completing exams for each of the two core courses at a  passing score of 60%.
  • Completing quizzes for at least four of the 14 elective  presentations at a passing score of 60%.
  • Active participation in required discussion board  assignments.
  • Completion  of any additional readings/assignments required by faculty.

Full Title: SHSMD Public Relations and Communications in Health Care Credential
Badge name:
Healthcare Public Relations & Communication

 

This five-part, online credential series is intended for professionals in health care communications and public relations. The credential holder has gained knowledge outlined in the course learning objectives and course modules by meeting a set of established criteria stated below.

Learning Objectives:
In this series, participants learn how to:

  • Prepare for key trends impacting health care communications professionals from industry experts.
  • Develop skills around strategic communication and change management solutions.
  • Grow as trusted advisors and effective change agents.
  • Apply these learnings to real-world challenges. 

Module 1 | The State of Health Care PR and Communications
Part 1) Internal: Change Management and the Evolution of the Digital Workplace

  • Trends in internal communication – new skills, new roles
  • Communication models for driving effective change
  • Leaders and managers as conversationalists
  • Storytelling and purpose-driven communication
  • Trends in channels/Intranets
  • Trends specific to health care professionals today.

Module 2 |The State of Health Care PR and Communication
Part 2) External: Brand Journalism and Trends

  • Merging world of earned, owned and paid.
  • Trends specific to health care professionals today. How the profession is shifting and what are key themes to explore?

Module 3 | It’s All about Great Strategy: Strategic Frameworks for Communication Professionals

  1. Framing Strategy
  2. Goal Setting
  3. Principals of Evaluation – measuring impact of communication efforts

Module 4 | Panel Discussion: Leading Change
Hear from seasoned communications’ professionals building themselves as trusted and senior advisors. Learn how to earn influence, sell ideas and drive meaningful change.

Module 5 | Sharing of Participant Case Studies

Three or four case studies will be presented by course participants.

Criteria:
The credential holder demonstrates their knowledge through completion of the following requirements:

  • Use Case Assignment: At the start of the series, participants will be asked to identify a use case problem/challenge that they are currently facing in their role. Throughout the series, faculty will guide them through the process of identifying goals, implementation strategies, and evaluation steps for that use case. A template will be provided and introduced early in the course, and discussion questions and content throughout the course will help guide them through the template and use case process. Faculty and fellow course attendees will provide counsel and input and participants will walk away with an actionable plan for that use case, and template for future challenges. Use cases will be graded.
  • Viewing a minimum of 5 hours of online presentations (up to 10 hours of additional webcast recordings available).
  • Participation in required discussion board assignments.
  • Completion of any additional readings/assignments  required by faculty.
  • Completion of all evaluations.

Full Title: SHSMD ADVANCE™ Credential: Advanced Analytics for Healthcare Strategists
Badge name:
Advanced Analytics for Healthcare Strategists

 

This online program focuses on the following four modules specific to healthcare: 1) new and merging data sets, 2) the changing landscape of the inpatient and ambulatory world, 3) rapid, market-specific strategic decision making, and 4) data visualization and storytelling. The credential holder has gained knowledge outlined in the course learning objectives stated below and met a set of established criteria.

Module 1: New and Emerging Data Sets

  • Learn how to leverage third party data (consumer  digital behavior and claims data).
  • Understand data usage rights.
  • Identify modern approaches using data patterns.
  • Define ways to use new data.
  • Determine analyses for finding growth opportunities across the  continuum.
  • Identify different approaches to evaluating all major  drivers of market share.
  • Recognize new approaches to modernizing market  assessments and highlight new analyses for making them more actionable.

Module 2: Changing Landscape of Inpatient and Ambulatory World

  • Identify which service lines are showing the greatest  shift and which are beginning to stabilize.
  • Understand how reimbursements differ for similar  procedures in the IP vs OP setting.
  • Learn if thee shift from IP to OP leave empty beds at  my hospital.
  • Recognize broad drivers of movement to the outpatient  setting.
  • Comprehend practical modeling applications of relevant  existing datasets.

Module 3: Rapid, Market-Specific Strategic Decision Making

  • Determine why market relevance demands rapid strategic  decision-making.
  • Review trends such as evolving payment models,  utilization patterns and a care continuum approach will be explored.
  • Learn how to structure a strategic planning approach to  remain nimble as a large, multi-state health system.
  • Identify national-regional-local market decisions and  how to find focus across markets.
  • Tips and tricks to effective strategic decision-making.
  • How to apply these lessons to your organization and  your market.

Module 4: Data Visualization and Storytelling

  • Understand how to transform data into information and  knowledge using BI & GIS tools.
  • Learn how to build a compelling narrative around  strategic growth opportunities in a particular service line using BI and  GIS tools.
  • How to frame a visualization and a story with the data.
  • Which type of story theme might work best?
  • The value of dashboards and stories to increase power  of the data.
  • How to visualize this for others to increase  engagement—and their ability to share the story/data/insights.

Criteria:
The credential holder demonstrates their knowledge through successfully passing a final exam at the end of the program. Additional criteria required to earn the certificate include:

  • Viewing a minimum of 8 hours of online presentations (two  60-minute webcasts per module).
  • Participating in required discussion board assignments.  Approximately eight discussion questions per module.
  • Completion of any additional readings/assignments  required by faculty.
  • Completion of all evaluations.

Full Title: SHSMD ADVANCE™ Credential: The Power of Effective Storytelling in Healthcare
Badge Name: Storytelling for Healthcare Strategists

 

The SHSMD ADVANCE™ Credential: Effective Storytelling in Healthcare is narrated by expert storytellers, and guides the participants through the process of developing stories through sharing a variety of best practices in healthcare and out-of-industry. The course learning objectives include:

  • How to develop your storytelling team across  organizational silos to uncover data and content.
  • An understanding of narrative arc and the importance of  tying the story to your brand and content strategy.
  • Determining which stories to select, which channels to  utilize, and how to create and promote them.
  • Metrics for measuring your storytelling success and how  to report these findings through internal storytelling methods.
  • How other marketers, both in and outside the healthcare  industry, are using stories to advance their brand.

The course consists of six live webcasts (one for each module listed below), additional resources (articles, checklists, templates), discussion board assignments spurring the sharing of best practices for each module, and a final exam.

  • Module 1: Why Tell Stories
    Understanding the science of Storytelling and Human Connection
    Finding yourself in the story
  • Module 2: Strategy for Stories Building your brand narrative
    Building your story based on your organization’s internal and external behavioral change model
  • Module 3: Telling Stories Learning and understanding the narrative arc and development
    What influences storytelling?
  • Module 4: Activating Stories Understanding how to create a story culture.
    Developing your organizations story criteria.
  • Module 5: Measuring Success
    Learning the five key elements that comprise a great narrative.
    How to apply those story components to analytics and measurement.

The credential holder demonstrates their knowledge through successfully passing a final exam. Additional criteria required to earn the certificate include:

  • Viewing a minimum of 6 hours of online presentations
  • Successful completion of the final exam covering the  content of the five modules with a passing score of 70%
  • Active participation in required discussion board  assignments
  • Completion of any additional readings/assignments  required by faculty

Full Title: SHSMD ADVANCE™ Credential: Facilitation for Healthcare Strategists
Badge Name:
Facilitation Skills for Healthcare Strategists

 

This one-day, in-person program was designed to develop and strengthen facilitation, which is a key competency for strategists involved in leading and executing change in Healthcare. Through facilitation, participating strategists will amplify their ability to enable collaboration and open dialogue in critical discussions relevant to the rapidly changing healthcare landscape. Strategists will learn to use effective facilitation skills to successfully lead a group in dialogue, get people to come to consensus, forge a change, problem solve, plan, brainstorm, or align goals and objectives. Facilitation is the ability to engage a group of people to understand their common objectives and help them to plan how to achieve these objectives while remaining “neutral” yet supportive. Facilitation is a key skill identified in SHSMD’s Bridging Worlds: The Future Role of the Healthcare Strategist.

The credential holder has gained knowledge outlined in the course learning objectives stated below and met a set of established criteria.

LEARNING OBJECTIVES

Upon successful completion, the credentialed learner will:

  • Effectively  run meetings or discussion forums to focus on goal attainment and reaching  decisions
  • Successfully  manage difficult or challenging participants in meetings
  • Listen  effectively to multiple, sometimes conflicting perspectives
  • Deploy  brainstorming tools to engage participants and arrive at decisions
  • Incorporate  decision-making criteria as a tool to gain involvement and buy in
  • Achieve  consensus across participants
  • Effectively engage  participants and encourage involvement
  • Resolve  conflicts that may arise Be assertive and “control” the environment
  • Negotiate differing  inputs in real time during the meeting

Criteria
The credential holder demonstrates their knowledge through successfully demonstrating facilitation skills evaluated by the faculty during the 7-hour training session. Additional criteria required to earn the certificate include:

  • Attend a pre-session webinar preparing attendees for in-person training.

Full Title: SHSMD ADVANCE™ Credential: Design Thinking for Healthcare Strategists
Badge Name:
Design Thinking for Healthcare Strategists

 

This two-day, in-person program was designed specifically to develop key skills identified in SHSMD’s Bridging Worlds: The Future Role of the Healthcare Strategist. Design thinking is a creative problem-solving methodology widely used in product development, experience design, and innovation. Participantslearn how to incorporate design thinking and co-creation into their role in a hands-on session. The program coverssix phases of the design thinking process to address a real-world healthcare design challenge. Together with a team, participants successfully frame a problem, generate insights, create potential solutions, and develop a concept pitch. The facilitated activities will involve critical and systems thinking and provide new, creative perspectives on healthcare and challenging situations. Credentialed learners will have a solid understanding of the necessary building blocks for using co-creation techniques within an organization.

The credential holder has gained knowledge outlined in the course learning objectives stated below and met a set of established criteria.

LEARNING OBJECTIVES

  • Learn the  principles and process of design thinking by participating in facilitated  activities
  • Learn  specific design thinking methods, activities, and tools
  • Generate  insights, potential solutions, and a concept pitch to solve a healthcare  design challenge
  • Understand  how co-creation can be applied to healthcare strategy roles and projects
  • Explain the  process and benefits of design thinking and co-creation
  • Be able to  plan and facilitate co-creation sessions

Criteria
The credential holder demonstrates their knowledge through successfully demonstrating design thinking skills evaluated by several faculty throughout the the two-day (14-hour) training session. Additional criteria required to earn the certificate include:

  • Together with a team, attendees will frame a healthcare-related problem, generate insights, create potential solutions, and develop a concept pitch. They will share with faculty and attendees and be evaluated.
  • Attend a pre-session webinar preparing attendees for in-person training.
  • Read Bridging Worlds: The Future Role of the Healthcare Strategist. SHSMD login required.
  • Complete SHSMD ADVANCE™| Assess. SHSMD login required.
  • Review your detailed report from SHSMD ADVANCE™| Assess, in particular, My Largest Gaps. Develop related ongoing learning goals         
  • Consider some future focus areas as it relates to Design Thinking and SHSMD ADVANCE™.

Full Title: SHSMD ADVANCE™ Credential: Building Coalitions to Accelerate Innovation and Intrapreneurship

Badge Name: Coalition Building for Health Care Strategists


This full day, in-person program is designed for today’s strategists who must serve as change agents, transforming their organizations to compete with new market entrants and devise new business opportunities. Given the complexity and culture of organizations, it is often difficult to kick-start or accelerate new ideas. In this intensive session, strategists will develop skills to advance their abilities as change agents by effectively persuading and championing breakthrough opportunities among stakeholders of differing viewpoints, leading to productive action.

Building off the critical elements of a solid business case, participants will identify the right levers to engage key opinion leaders and clinical stakeholders to nurture and advance new ideas, accelerating innovation, and intrapreneurship. Through interactive exercises and case study examples, participants will become savvy at building coalitions to shepherd new ideas through the corporate culture, navigating the political climate effectively.

This event is designed for senior managers and teams responsible for solving complex problems, starting new business opportunities, or driving innovation at their organization.
 
The credential holder has gained knowledge outlined in the course learning objectives stated below and met a set of established criteria.

LEARNING OBJECTIVES

  • Participants will assess and identify potential skill and attribute gaps and strengths that support strategic leadership and coalition building
  • Through case study and situation analyses, participants will apply tools and techniques to build coalitions to move ideas to execution
  • Using an existing project, participants will build the core components of a business case and apply strategic communication techniques key to coalition-building

Criteria
The credential holder demonstrates their knowledge through successfully demonstrating successful application of coalition-building skills evaluated by faculty throughout the seven hour training session. Additional criteria required to earn the certificate include:

Faculty: P. Nelson Le, MD, Medical Director, AVIA. As Medical Director, Nelson provides clinical leadership and expertise in translating health system and clinical operational needs into opportunities for innovation.