Event Format



Wed, Sep 07, 2022, 12:00 PM – Wed, Sep 07, 2022, 01:00 PM


Free for SHSMD Members


Sponsored Webinars

Event Host

Open To

Members and Non-members


Personalization is everywhere from the phone in your hand to your movies on Netflix, and health care consumers patients receive messages from a variety of industries based on their preferences, wants, needs and behaviors. This has been a challenge in health care for many reasons, including the inherent randomness in health care needs and limitations on use of Personally Identifiable Information. However, there are consumer industry methods for deeply understanding consumers' motivations and behavior triggers, which can be applied in health care to power marketing, business strategies and patient engagement.

Our presenters are accomplished health care executives who previously led such work for the automotive industry and Procter & Gamble, one of the largest advertisers in the world. During this webinar, they will show how to understand potential patients as consumers, new market research on what drives hospital and health system choices and how to personalize marketing just like world-leading retailers.

Learning Objectives

  • Identify the drivers of hospital and health system choice among patient types
  • Apply consumer industry methods, such as psychographic segmentation and digital engagement, to drive breakthrough business results

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