Your Healthcare Marketing MBA in Just One Day
Here is an opportunity to bring SHSMD U to you! During this one-day seminar, three experts in the field will present critical concepts and practical applications to help your organization effectively integrate market research and assessment into marketing, business development plans, and communications.
Learning Objectives
- Understand the most cost-effective ways of obtaining and maintaining up-to-date marketing information through an overview of both traditional and innovative methods of primary market research and environmental assessment in health care settings.
- Obtain decision-making tools and matrices to help them guide their organizations to effectively set marketing priorities and to develop effective marketing plans. Tools will include a marketing function self-assessment, an organizational marketing priority-setting matrix, and a streamlined marketing plan format.
- Learn how to assess programs for “readiness-to-market” through a patient pathway checklist and examples.
- Learn how to match marketing communications methods and resources with appropriate target audiences and objectives: when and where to invest in high-visibility media versus personal sales, viral marketing, or other “under the radar” techniques.
- Learn how to use this integrated approach to the marketing function to guide their organizations and to redeploy their departments' resources in the most effective manner.
- Have a road map to integrating marketing, communications, sponsorships, special events, and internal marketing driven by the market.
About the Presenters
Kristin Baird, RN, BSN, MHA is President of Baird Consulting, Inc. based in Fort Atkinson, WI. With over 25 years experience in healthcare, Kristin's multi-faceted background includes clinical nursing in hospital and public health settings as well as healthcare marketing, business development, and administration. For eight years she served as Vice President of Business Development and Marketing for a Wisconsin Hospital and its affiliated clinics. During that time she led an award-winning customer service program that helped the organization to reach top 10 percent ranking for patient satisfaction in a nationally bench-marked survey.
Kristin began consulting in 1991 and focuses on helping healthcare organizations to build cultures of service excellence. She is a regularly featured speaker at state and national healthcare conferences on customer service, leadership and motivation of nurses. Kristin earned a bachelor's degree in nursing from University of Wisconsin and a master's degree in health services administration from Cardinal Stritch College. She is the author of Customer Service in Healthcare: A Grassroots Approach to Creating a Culture of Service Excellence, Reclaiming the Passion: Stories That Celebrate the Essence of Nursing, and Journaling to Reclaim the Passion: a Writing Guide for Nurses.
Jean Hitchcock, APR, is the Vice President for Marketing and Communications for Scripps Health, an extensive integrated healthcare delivery system based in San Diego with multiple hospitals, medical groups, special centers, well-being centers, and a network of community health clinics. Jean oversees the marketing, public and media relations programs, internal communications, the Scripps Intranet and Internet site, the call center, and the nurse triage line.
Prior to joining Scripps, Jean was a principal with Rynne Marketing Group in Evanston, Illinois, providing business development and communications account management for hospitals, health systems, medical centers, and physician groups. Before that, Jean was with OhioHealth in Columbus, Ohio and with Butterworth Health System, now Spectrum Health, in Grand Rapids, Michigan. Jean has a master's degree in public administration from Western Michigan University and a Bachelor of Arts degree from Hunter College. She is a board member of the Society for Healthcare Strategy and Market Development of the American Hospital Association.
Cheryl Stone, MSPS, is president of Cheryl Stone & Associates, Ltd. (CS&A), a market research and marketing strategy consulting firm specializing in health care. The firm provides a full range of customized market research services, as well as marketing plans, community health needs assessments, marketing training seminars, and consultations on the development of women's health services.
Cheryl has over 25 years of experience providing market research and planning services for a wide range of community hospitals, academic medical centers, health systems, health plans, medical groups, and health-related associations nationwide. Before founding CS&A, Ms. Stone worked for Rynne Marketing Group in Evanston, Michael Reese Hospital and Medical Center in Chicago, and The Cleveland Clinic. Cheryl is a frequent speaker at national and state healthcare marketing conferences, including the annual conferences of the Society for Healthcare Strategy and Market Development and the Forum for Healthcare Strategists. Her publications include articles in peer-reviewed medical and marketing journals, healthcare marketing books, and other healthcare publications. Cheryl holds a master's degree in health policy and management from the Harvard School of Public Health, and a bachelor's degree with emphases on biostatistics and modern Chinese language from Harvard College.
Who Should Attend?
- Beginning and intermediate marketers who are ready to master competencies
- Professionals desiring to update competencies and learn new tactics in healthcare marketing.
- Professionals who aspire to be part of a senior executive team but need to strengthen their abilities to link marketing healthcare with strategy and communications and public relations.
- Newly promoted professionals who are part of the administrative or executive team in healthcare marketing, planning, and/or communications and public relations.
- Marketing directors or senior marketing professionals who are new to healthcare.
For more information and to arrange for this program to take place at your location, write to shsmd@aha.org