April 12- June 28, 2022
Can’t attend one or more sessions live? All webinars are recorded and available 24/7!
This course is now closed.
From past attendees:
"I found this to be a well-organized and thought out course. All of the areas presented on are relevant to our organization."
"As always, great program! Love interacting with peers on the discussion boards too"
"A strong course which tailors to professionals with various levels of experience."
Back by popular demand, SHSMD Education is once again offering Marketing in Health Care: Marketing Plans, Communications and Market Research. Facilitated by recognized experts in the field, this credential series is divided into 4 parts, which together, cover the essentials of health care marketing.
Webinar Dates and Course Schedule
Can’t attend one or more sessions?
All webinars are recorded and made available 24/7 following the live presentation!
Part 1: Market Research | April 12 - April 28, 2022
This course will cover four modules, with each module including a live, 60 minute call and associated discussions questions/assignments. Registrants must also pass a short exam at the end of the course as part of the credential requirements. Recordings will be available for those unable to attend the live calls. This two-week online course will cover the following topics:
- The purpose of research
- How to design objectives-based research
- Data collection methods
- How to interpret data
- How to discern good data from bad data
Introduction/Module 1: Tuesday, April 12 @ 12:00pm - 1:00pm CT (1pm-2pm ET)
Module 2: Thursday, April 14 @ 12:00pm - 1:00pm CT (1pm-2pm ET)
Module 3: Tuesday, April 19 @ 12:00pm - 1:00pm CT (1pm-2pm ET)
Module 4 Part 1: Thursday, April 21 @ 12:00pm - 1:00pm CT (1pm-2pm ET)
Module 4 Part 2: Tuesday, April 26 @ 12:00pm - 1:00pm CT (1pm-2pm ET)
Module 5 Case Study: Thursday, April 28 @ 12:00pm - 1:00pm CT (1pm-2pm ET)
Week of May 1: Part 1 exam (no webinar)
Marketing Credential Series Electives | May 10-19, 2022
Electives Updated for 2022! Registrants of the series will have access to watch all existing elective webinars as well as the new electives created this year.
In order to receive the digital credential at the end of the series participants must:
- Watch a minimum of three elective recordings based on their interests
- Complete/pass an accompanying quiz for each
This time is allocated to allow you to complete the elective component however participants have the entire length of the series to access and complete three electives from the following:
- Physician Relations as a Marketing Strategy: Best Practices for Success
- Demystifying CRM: Real World Basics for Starting Your CRM Journey
- The 60-Day Content Marketing Makeover
- “Remodeling” Your Existing Internal Communications Infrastructure!
- Markitecture—MarComm Technology & Structure
- Recognizing Digital Media Fraud and Tracking Your Online Investments
How Much is that Health Care in the Window? Price as a Marketing Strategy
Among the traditional 4 “P”s of marketing, Price (except perhaps at the wholesale level between provider systems and insurers) has been largely ignored. In recent years there has been a growing demand for price transparency and a growing interest in and usage of price information by consumers as a decision factor. Yet despite these changes, the pro-active usage of price as a deliberate marketing and business development strategy is still very much in its early stages. And there is a lot more to “price” as a strategy than just posting charge master rates on a public web site! This session will look at the role of pricing in the marketing mix, the current state of consumer interest in price information, a dozen plus existing price strategies among health care providers (at the retail and wholesale level) and where marketers can and should play a role going forward. Price as a marketing strategy is routine in other industries but we have very little experience with it in health care. That’s rapidly changing and health care marketers need to understand the parameters and impact in order to play a significant role.
Mind the Gap: Aligning HR and MarComm in Your Health System
Engaged and motivated employees lead to highly satisfied patients. Studies have proven it. Your LinkedIn connections post about it. Yet most health systems fall short of it. Oftentimes, human resources and marketing/communications departments are separated by responsibility gaps. While marketers instinctively look outward, human resources professionals inherently reflect inward. However, according to the latest edition of Futurescan, over 83% of health system leaders believe their organizations will invest in additional resources in managing system-wide culture change. To bring about such change, leaders will need to “mind the gap” and adopt flexible strategies to bridge the creative strengths of both human resources and marcomm team members.
Part 2: Health Care Marketing Plans That Work | May 24-June 2 2022
This course will cover four modules, with each module including a live, 75 minute calls and associated discussions questions/assignments. Registrants must also pass a short exam at the end of the course as part of the credential requirements. Recordings will be available for those unable to attend the live calls. This two-week online course covers the following topics:
- The politics and process of creating a marketing plan
- How to conduct a market audit
- Key issues impacting marketing strategy in 2020
- Market positions
- Market strategies
- Examples of realistic, quantifiable objectives
- How to develop market actions
Module 1: Tuesday, May 24 @ 11am-12:15pm CT / Noon- 1:15pm ET
Module 2: Thursday, May 26 @ 11am-12:15pm CT / Noon- 1:15pm ET
Module 3: Tuesday, May 31 @ 11am-12:15pm CT / Noon- 1:15pm ET
Module 4: Thursday, June 2 @ 11am-12:15pm CT / Noon- 1:15pm ET
Week of June 6: Part 2 exam (no webinar)
Part 3: Marketing Communications | June 14-28, 2022
This course will cover three modules, with each module including a live, 90 minute call and associated discussions questions/assignments. Registrants must pass a short exam at the end of the course as part of the credential requirements. Recordings will be available for those unable to attend the live calls. This two-week online course will cover the following topics:
- Integration of marketing research into the strategy development process
- Fundamentals of brand and service-line communication strategy
- Fundamentals of effective advertising
- Fundamentals of media planning and buying
- Fundamentals of Social Media
- Fundamentals of Digital Media
Module 1: Tuesday, June14 @ Noon-1:30pm CT / 1-2:30pm ET
Module 2: Tuesday, June 21@ Noon-1:30pm CT / 1-2:30pm ET
Module 3: Tuesday, June 28 @ Noon-1:30pm CT / 1-2:30pm ET
Week of July 5: Part 3 exam (no webinar)
Completion of all discussion board assignments and successfully passing the exam will result in a SHSMD Credential in Healthcare Marketing.
Founder and CEO
Klein & Partners
Strategic Marketing Concepts
All registrants will receive a PDF copy of Marketing Plans That Work ($75 value!)