SHSMD Credential Programs for Health Care Professionals

SHSMD Credentials are awarded for successful completion of the following designated programs that confirm proficiency of a skill through testing, examination, skill demonstration, or project completion. Additional requirements may include participation in discussion boards, quizzes, group work, presentations, and additional readings/assignments as assigned by faculty. Upon successful completion of all requirements, participants will be awarded with a verified SHSMD Credential as a shareable digital credential described below.

Health Care Marketing Plans, Communications, and Market Research (Live course in 2024)
Badge name: Health Care Marketing
Strategic Planning in Health Care (Live course in 2024)
Badge name: Strategic Planning in Health Care
November 6, 2023 - January 19, 2024
Creating a Transformative Digital Strategy (Live course in 2024)
Badge name: Digital Marketing Strategy in Health Care
Public Relations and Communications in Health Care (On demand course available in 2024)
Badge name: Health Care Public Relations & Communication
The New Data Landscape in Health Care: Advanced Analytics for Strategists (On demand course available in 2024)
Badge name: Advanced Analytics for Health Care Strategists

Full Title: Health Care Marketing Plans, Communications, and Market Research
Badge name: Health Care Marketing

SHSMD’s Health Care Marketing Certificate online program includes three core courses focused on health care marketing plans, communications, and research, as well as eight additional elective options. The credential holder has met a set of established criteria identified in the course learning objectives stated below.

Course 1: Health Care Marketing Plans:

Structure a market audit
Use market audit findings to develop a position, strategies, and quantifiable objectives
Develop a portfolio of specific market actions and create a zero-based budget
Establish appropriate marketing metrics
Understand the challenges of health care marketing ROI measurement

Course 2: Mastering Marketing Communications:

Apply a disciplined process incorporating research analysis, strategy development, communications creation and placement, and measurement of results
Participate in all elements of the marketing communications process, applying basic knowledge
Apply tools shared in the session: strategy development grids, a planning blueprint for marketing communications, and a marketing communications creative work plan

Course 3: Health Care Market Research:

Design an objectives-based research study
Employ data collection techniques
Employ analytical techniques and interpret results

Elective Webcasts: Attendees must watch a minimum of three elective webcasts and pass the associated quizzes.

Criteria
The credential holder demonstrates their knowledge through successfully passing exams and quizzes associated with each section. Additional criteria required to earn the certificate include:

Viewing a minimum of 13 hours of online presentations.
Completing exams for each of the three core courses (Marketing Plans, Marketing Communications, and Marketing Research) at a passing score of 60%.
Completing a minimum of three elective webcast quizzes earning a minimum core of 60%.
Active participation in required discussion board assignments.
Completion of any additional readings/assignments required by faculty.

Full Title: Strategic Planning in Health Care Credential
Badge Name: Strategic Planning in Health Care

Dates: November 6, 2023 - January 19, 2024

SHSMD Strategic Planning in Health Care online program includes three courses focused on the Strategic Planning Process and Content, Successful Plan Execution a variety of elective topics. The credential holder has met a set of established criteria identified in the course learning objectives stated below as well as additional criteria.

Strategic Planning Process and Content
This two-week course will cover four modules noted below, with each module including a live, 60 minute webcast and associated discussions questions/assignments. Registrants must also pass an exam at the end of the course.

Module 1: Designing an Effective Strategic Planning Process
Module 2: Elements of a Strategic Plan
Module 3: Strategic Metrics (Key Performance Indicators)
Module 4: Understanding Context and Being Future Focused

Successful Plan Execution
This two-week course will cover four modules noted below, with each module including a live, 60 minute webcast and associated discussions questions/assignments. Registrants must pass an exam at the end of the course as part of the certificate requirements.

Module 1: Communicating the Strategic Plan to Different Stakeholders
Module 2: Developing a Tactical Plan
Module 3: Integrating and Aligning the Strategic Plan with Financial Planning
Module 4: Using Bridging Worlds to Advance Plan Development

Strategic Planning Electives
Registrants will have access to watch all 14 electives noted below (click here for descriptions), but must watch a minimum of four elective webcasts (each 45-60 minutes) based on their interests, and complete/pass each accompanying quiz.

Criteria:

The credential holder demonstrates their knowledge through successfully passing exams and quizzes associated with each section. Additional criteria required to earn the credential includes:

Viewing a minimum of 12 hours of online presentations.
Completing exams for each of the two core courses at a passing score of 60%.
Completing quizzes for at least four of the 14 elective presentations at a passing score of 60%.
Active participation in required discussion board assignments.
Completion of any additional readings/assignments required by faculty.

Full Title: Creating a Transformative Digital Strategy
Badge Name: Digital Marketing Strategy in Health Care

The SHSMD Credential: Creating a Transformative Digital Strategy is facilitated by industry experts in health care marketing. “Tradigital” strategy effectively means applying traditional principles of marketing and branding to the digital space in order to gain competitive advantage. In this online course, insights on the current state of digital marketing and emerging technologies are discussed and faculty outline a roadmap to help start or revamp your digital strategy, and provide ways to create effective and scalable content. The course ends with an overview of what’s coming next and how to prepare.

The course will cover the following four topic modules, which include webinars, case examples, discussion board assignments, and access to a library of additional resources (conference session recordings, templates, white papers, articles). Participants much also complete a use case assignment that applies the principles learned during the course.

Module 1: Building the Foundation of a Successful Contemporary Digital Marketing Program in Health Care

Understanding the current state of digital marketing in/out of health care and the major trends impacting marketers
Inventory of marketing techniques/technology, how they work together and the importance of an integrated marketing technology
Positioning/Aligning staff and other resources to meet new needs
*Picking a pilot project, setting reasonable goals and selling it to the C-Suite/Speaking CEO language
Creating an attribution model and ROI model
Selling through your budget

Assignment: Picking your pilot project.

Module 2: Telling Your Story to Drive Results

Developing an effective and scalable content strategy
Creating a powerful, dynamic messaging matrix
Understanding how data analysis is used to guide strategy and content

Module 3: Activating Your Message Across the Tradigital Landscape

Creating a tradigital approach & lead generating digital tactics
Understanding the impact of your digital properties on your brand
Understanding the ABCs of owned versus paid versus earned media

Module 4: Preparing for What is Coming Next

Exploring the emerging technologies including predictive analytics, virtual reality, and artificial intelligence/conversational intelligence
Exploring how emerging technologies may impact: budget and staffing, MarTech stack, channels used, and attribution models

The credential holder demonstrates their knowledge through successfully completing a use case assignment. Additional criteria required to earn the certificate include:

Viewing a minimum of 5 hours of online presentations/webinar
Successful completion of the use case assignment applying principles learned from the course and evaluated by faculty
Active participation in required discussion board assignments
Completion of any additional readings/assignments required by faculty

Full Title: Public Relations and Communications in Health Care
Badge name: Health Care Public Relations & Communication

This five-part, online credential series is intended for professionals in health care communications and public relations. The credential holder has gained knowledge outlined in the course learning objectives and course modules by meeting a set of established criteria stated below.

Learning Objectives:
In this series, participants learn how to:

Prepare for key trends impacting health care communications professionals from industry experts.
Develop skills around strategic communication and change management solutions.
Grow as trusted advisors and effective change agents.
Apply these learnings to real-world challenges.

Module 1 | The State of Health Care PR and Communications
Part 1) Internal: Change Management and the Evolution of the Digital Workplace

Trends in internal communication – new skills, new roles
Communication models for driving effective change
Leaders and managers as conversationalists
Storytelling and purpose-driven communication
Trends in channels/Intranets
Trends specific to health care professionals today.

Module 2 |The State of Health Care PR and Communication
Part 2) External: Brand Journalism and Trends

Merging world of earned, owned and paid.
Trends specific to health care professionals today. How the profession is shifting and what are key themes to explore?

Module 3 | It’s All about Great Strategy: Strategic Frameworks for Communication Professionals

Framing Strategy
Goal Setting
Principals of Evaluation – measuring impact of communication efforts

Module 4 | Panel Discussion: Leading Change
Hear from seasoned communications’ professionals building themselves as trusted and senior advisors. Learn how to earn influence, sell ideas and drive meaningful change.

Module 5 | Sharing of Participant Case Studies
Three or four case studies will be presented by course participants.

Criteria:
The credential holder demonstrates their knowledge through completion of the following requirements:

Use Case Assignment: At the start of the series, participants will be asked to identify a use case problem/challenge that they are currently facing in their role. Throughout the series, faculty will guide them through the process of identifying goals, implementation strategies, and evaluation steps for that use case. A template will be provided and introduced early in the course, and discussion questions and content throughout the course will help guide them through the template and use case process. Faculty and fellow course attendees will provide counsel and input and participants will walk away with an actionable plan for that use case, and template for future challenges. Use cases will be graded.
Viewing a minimum of 5 hours of online presentations (up to 10 hours of additional webcast recordings available).
Participation in required discussion board assignments.
Completion of any additional readings/assignments required by faculty.
Completion of all evaluations.

Full Title: The New Data Landscape in Health Care: Advanced Analytics for Strategists
Badge Name: Advanced Analytics for Health Care Strategists

Due to high demand and great feedback, SHSMD is excited to once again offer this credential series! This advanced analytics course is intended for strategic planners working in a hospital/health system. This series is not intended for consultants/vendors.

This series includes expert faculty who will present on four key topics around data analytics: New and Emerging Data Sets, The Changing Landscape of the Inpatient and Ambulatory World, Data Visualization and Storytelling, and Rapid, Market-Specific Strategic Decision Making.

Each module will include live webcasts, discussion board questions, application assignments, and access to additional resources, tools, and reports. Completion of all assignments and the final capstone project will result in SHSMD Credential: Advanced Analytics for Health Care Strategists.

Education