New SHSMD Publication Guides Health Care Marketers in Promoting Behavioral Change to Advance Population Health

Chicago (April 5, 2018) — Population health is requiring health care marketers to use their skills in new ways that encourage individuals to make positive lifestyle changes. To guide marketing professionals in the evolution of their role, the Society for Healthcare Strategy & Market Development (SHSMD) of the American Hospital Association (AHA) today released Gearing Up for Population Health: Marketing for Change, a publication authored by behavioral marketing expert Susan Dubuque.

“Historically, hospital and health system marketing has concentrated on promoting the use of medical services in the fee-for-service environment,” noted Dubuque, a SHSMD member and principal and co-founder of ndp, a marketing and advertising firm based in Richmond, Virginia. “But the trend toward population health is shifting the focus to helping people make better choices that improve their health and wellness. Marketers are ideally suited to be a catalyst for this type of change. After all, every successful marketing campaign involves change — specifically, changing the way someone thinks, feels, or acts,” Dubuque said.

The publication provides practical information and tools to assist marketers in designing population health plans and communications that are consistent with their organization’s mission and strategic goals. It draws from the related disciplines of behavioral and social health, health communication, and public health for sources of inspiration, ideas, strategies, and tactics.

“This model of care and reimbursement requires providers to communicate in personalized ways at scale and change consumer and patient behaviors,” said Ben Dillon, society president. “As the trend continues to grow, SHSMD believes marketers are key to helping hospitals and health systems succeed with population health. And this comprehensive new resource provides a roadmap that prepares them to do just that.”

For more information or to order a print or digital copy of the publication, visit

About the Society for Healthcare Strategy & Market Development (SHSMD)
SHSMD, a professional membership group of the AHA, is the largest and most prominent voice for healthcare strategists in planning, marketing communications, public relations, business development, and physician strategy. SHSMD is committed to leading, connecting, and serving its members to prepare them for the future with greater knowledge and opportunity as their organizations strive to improve the health of their communities. The society provides a broad and constantly updated array of resources, services, experiences, and connections. For more information, visit

About the American Hospital Association (AHA)
The AHA is a not-for-profit association of health care provider organizations and individuals that are committed to the improvement of health in their communities. The association is the national advocate for its members, which include nearly 5,000 hospitals, health care systems, networks and other providers of care. Founded in 1898, the AHA provides education for health care leaders and is a source of information on health care issues and trends. For more information, visit