Marketing in Health Care: Marketing Plans, Communications, and Market Research

Marketing in Health Care:
Marketing Plans, Communications, and Market Research
SHSMD Credentials
April 9–June 15, 2018
24/7 Access

From past attendees:
"I found this to be a well-organized and thought out course. All of the areas presented on are relevant to our organization."
 
"As always, great program! Love interacting with peers on the discussion boards too"
 
"A strong course which tailors to professionals with various levels of experience."

 

Back by popular demand, SHSMD U is once again offering its Marketing in Health Care: Marketing Plans, Communications and Market Research, formerly the Health Care Marketing Certificate Series. NEW to the program this year is a digital and social media component under our Mastering Marketing Communications module. Facilitated by recognized experts in the field, this credential series consists of three SHSMD U Online Courses that will cover the essentials of health care marketing.

Part 1: Health Care Marketing Plans That Work
Dates: Monday, April 9–Friday, April 20, 2018
This course will cover four modules, with each module including a live, 75 minute calls and associated discussions questions/assignments. Registrants must also pass a short exam at the end of the course as part of the credential requirements. Recordings will be available for those unable to attend the live calls. This two-week online course covers the following topics:

  • The politics and process of creating a marketing plan
  • How to conduct a market audit
  • Key issues impacting marketing strategy in 2018
  • Market positions
  • Market strategies
  • Examples of realistic, quantifiable objectives
  • How to develop market actions

Conference call dates: April 9, April 12, April 16 and April 18 | 11:00 am–12:15 pm CT

Part 2: Mastering Marketing Communications
Dates: Monday, May 7–Friday, May 25, 2018
This course will cover three modules, with each module including a live, 90 minute call and associated discussions questions/assignments. Registrants must pass a short exam at the end of the course as part of the credential requirements. Recordings will be available for those unable to attend the live calls. NEW to this module is a digital media and social media component! This three-week online course will cover the following topics:

  • Integration of marketing research into the strategy development process
  • Fundamentals of brand and service-line communication strategy
  • Fundamentals of effective advertising
  • Fundamentals of media planning and buying
  • Fundamentals of Social Media
  • Fundamentals of Digital Media

Conference Call Dates: May 9, May 16 and May 23 | Noon–1:30 pm CT


Part 3: Health Care Market Research
Dates: Monday, June 4–Friday, June 15, 2018
This course will cover four modules, with each module including a live, 60 minute call and associated discussions questions/assignments. Registrants must also pass a short exam at the end of the course as part of the credential requirements. Recordings will be available for those unable to attend the live calls. This two-week online course will cover the following topics:

  • The purpose of research
  • How to design objectives-based research
  • Data collection methods
  • How to interpret data
  • How to discern good data from bad data

Conference Call Dates: June 5, June 7, June 12 and June 14 | Noon–1:00 pm CT

 

Part 4: Marketing Credential Series Electives
Dates: Monday, April 9–Friday, June 15, 2018
Registrants of the series will have access to watch all eight elective webcasts, but must watch a minimum of three elective webcasts based on their interests, and complete/pass an accompanying quiz. Participants have the entire timeframe of the series (April 9–June 15) to watch and complete three electives from the following:

  • Physician Relations as a Marketing Strategy: Best Practices for Success
  • Demystifying CRM: Real World Basics for Starting Your CRM Journey
  • How Much is that Health Care in the Window? Price as a Marketing Strategy
  • The 60-Day Content Marketing Makeover
  • “Remodeling” Your Existing Internal Communications Infrastructure!
  • Content Creation: A Foundation for Telling Stories and Sharing Experiences
  • Markitecture—MarComm Technology & Structure
  • Recognizing Digital Media Fraud and Tracking Your Online Investments

 

Completion of all discussion board assignments and successfully passing the exam will result in a SHSMD Credential in Healthcare Marketing.