2019 SHSMD Connections Conference Education: Marketing and Digital Engagement


SHSMD is pleased to offer its members free access to continuing education opportunities through these recorded sessions. Included below are presentation materials and recordings/video.


A Tale of Two Health System Rebrands: The Good, the Bad and the Ugly

Rebranding health care systems is all the rage, and for good reason: Done well, rebrands can unify the organization, drive patient satisfaction, grow market share and even improve clinical care. (And let’s not forget that it can also cut costs by centralizing multiple operational functions, including marketing.)

But before your health system dives head-first into this pool of potential prosperity, you should know what you are getting into. Told from the perspective of three health care insiders who have been central to their organization’s rebranding initiatives, this is a must-attend for anyone even contemplating a rebrand.


Joshua Cowan, VP Strategy and Communication, Adventist Health
Sharon Clary, VP Marketing, AdventHealth Orlando
Jason Brown, CEO & Chief Strategy Officer, Brown Parker & DeMarinis Advertising
Brandon Murphy, President & Chief Strategy Officer, 22squared


Building a Successful Physician Email Program to Support Your Multi-Channel Strategy: Behind the Scenes with Johns Hopkins

A case study featuring Johns Hopkins, this session will showcase how email can be used to generate data-driven insights and deliver personalized, physician-focused marketing programs. Johns Hopkins’ multi-channel marketing program will be featured to demonstrate how this academic medical center market leader is leveraging email to build and maintain physician relationships, along with sustaining support for its U.S. News & World Report ranking.


Jerrad Rickard, Director of Product Management, Email, DMD Marketing
Shannon Ciconte, Senior Director of Interactive Marketing, Johns Hopkins Health System
Therese Lockemy, Director of Internet Marketing and Social Engagement, Johns Hopkins Medicine


Innovations in Experiential Wayfinding Platforms that Drive Patient Engagement and Business Development

As the consumerization of health care grows, patients expect health care systems to offer convenient, personalized experiences. Having a system-branded mobile platform is a first step, but it’s important to ensure the platform delivers distinctive, ongoing opportunities that drive adoption, maintain engagement, and offer measurable business development opportunities and patient experience improvements.

This presentation features Piedmont Health’s success with an experiential wayfinding platform that drives improvements to patient experience and access to care. Best practices for an experiential wayfinding platform will be featured, including defining measurable goals for improving patient experience and evaluating analytics to measure KPIs of digital engagement efforts.


Katie Logan, Vice President, Experience, Piedmont Healthcare


Opportunity in the Opioid Crisis: The Leadership Role and Brand Value for Hospitals

Hospitals are often the front line of the opioid crisis and bear witness to its devastating effects. As one of the most visible health care hubs in your community, hospitals have a vital role — and a brand opportunity — to position themselves as a community champion tackling this crisis.

Learn how to build communications around the opioid crisis that not only raise awareness in the community but change behaviors. Look at how hospitals across the country have been integrating the crisis into their communications strategy to build brand affinity.



Christine Varela, Partner, DH
Amy Blondin, Chief Communications Officer, Washington State Health Care Authority


Total Transformation: How Arkansas Children’s Rebuilt Marketing for Growth

Driven by the evolution from a hospital-centric organization to a statewide system of care for children, Arkansas Children’s leadership mandate was to establish a marketing function that would support the system growth. In response, marketing at Arkansas Children’s has gone through a radical redesign, its focus transforming from marketing communications to strategic marketing, creating impact for Arkansas Children’s.


Carla Bryant, Executive Vice President, Corrigan Consulting
Jeff House, Vice President Strategic Marketing, Arkansas Children’s