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SHSMD Credential Course Banner

Health Care Marketing Plans, Communications and Market Research


SHSMD Education online courses


April 1 – May 27, 2025


Facilitated by recognized experts in the field, the online Health Care Marketing Plans, Communications, and Market Research 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.

Completion of all discussion board assignments and successfully passing the exam will result in a SHSMD Credential in Health Care Marketing.

Justification Toolkit: Use this customizable template to secure approval for funding from your employer for this course. Download Now!


All times are in Central Time Zone.


Part 1: Market Research

Schedule

  • Intro/Module 1: April 1, 2025, 12:00 PM – 1:00 PM
  • Module 2: April 3, 2025, 12:00 PM – 1:00 PM
  • Module 3: April 8, 2025, 12:00 PM – 1:00 PM
  • Module 4.1: April 10, 2025, 12:00 PM – 1:00 PM
  • Module 4.2: April 15, 2025, 12:00 PM – 1:00 PM
  • Module 5 (Case Study): April 17, 2025, 12:00 PM – 1:00 PM

Speakers

 
Darrell Beneker & Rob Klein

Section Overview

Unlock the key fundamental skills needed to excel in health care market research, from study design to data analysis, and equip yourself with the tools to drive success in the dynamic health care field. This session will explore:

  • The significance of conducting research and its role in informing decision-making processes within organizations.
  • How to design objectives-based research studies, ensuring alignment with organizational goals and objectives.
  • The techniques of collecting, analyzing, and interpreting data across various research methodologies, including qualitative and quantitative approaches, and differentiate between reliable and unreliable data sources. 

Electives

Schedule

  • Open: May 1, 2025
  • Close: May 27, 2025

Options

  • Physician Relations as a Marketing Strategy: Best Practices
  • Demystifying CRM: Real World Basics
  • The 60-Day Content Marketing Makeover
  • Remodeling Internal Communications Infrastructure
  • Markitecture—MarComm Technology & Structure
  • Recognizing Digital Media Fraud
  • Health Care Pricing as a Marketing Strategy
  • Aligning HR and MarCom in Your Health System

Part 2: Building a Strategic Health Care Marketing Plan

Schedule

  • A New Approach to Planning: April 22, 2025, 12:00 PM – 1:15 PM
  • Building Your Brand Strategy: April 24, 2025, 12:00 PM – 1:15 PM
  • Defining Your Engagement and Reputation Strategy: April 29, 2025, 12:00 PM – 1:15 PM
  • Designing Your Own Growth Strategy: May 1, 2025, 12:00 PM – 1:15 PM

Speaker

Jennifer Horton

Jennifer D. Horton

Section Overview

Effective marketing plans come in all shapes and sizes—from comprehensive 50+ page strategies to concise, focused roadmaps. This session introduces a dynamic approach to marketing and communications planning that engages senior leadership and aligns strategic priorities around four key drivers: brand, engagement, reputation, and growth.

Participants will gain the tools and resources to:

  • Facilitate executive visioning sessions with physicians and senior leaders to establish a clear vision, goals, and strategic direction.
  • Develop four core marketing strategies essential to organizational success: Brand Strategy, Engagement Strategy, Reputation Strategy, and Growth Strategy.
  • Elevate the role of marketing and communications by leading strategic initiatives, influencing decision-making, and driving meaningful organizational change.

Assignment

Throughout this course, learners will complete several assignments designed to practice building their own comprehensive strategic marketing plan. They will develop personalized strategies in four key areas: Brand, Engagement, Reputation, and Growth. The final project requires participants to refine their strategies, add supporting tactics, and consolidate everything into a cohesive marketing plan.


Part 3: Marketing Communications

Schedule

  • Module 1: May 13, 2025, 12:00 PM – 1:30 PM
  • Module 2: May 20, 2025, 12:00 PM – 1:30 PM
  • Module 3: May 27, 2025, 12:00 PM – 1:30 PM

Speakers

 
Camille Strickland & Joel English

Section Overview

Converting well-considered marketing plans and research approaches into effective brand strategy, communications, and experience design is critical. It requires an understanding of core disciplines and the application of time-tested approaches to engage and motivate both externally and internally. This final session will explore:

  • The strategic building blocks of effective brands.
  • Key tools to ensure that proper strategy is reflected in execution.
  • How integration of audience and connection strategies provides for maximum synergy and impact. 

From Course Graduates

“I really enjoyed this course - a lot of these best practices our marketing team has been doing, such as creating a strong brand value, but I didn't understand the "how" or "why" behind them. As someone who doesn't come from a health care background, I learned a lot and will continue to reference the resources provided.”

“Overall, I thought this course was amazing. The speakers and examples and resources were great!! I'm so glad I took it. Some of the info solidified things I am currently doing. I also got ideas on how to improve in some areas. Thanks for everything!”

“I really enjoyed this course and learned more from it than most of the other courses I have taken over my career. Keep up the good work!”


Marketing Digital Badge

Completion of all discussion board assignments and successfully passing the exam will result in a SHSMD Credential in Health Care Marketing.

REGISTER

Member $850

Non-member $1,100*

*All non-member registrations include a one-year SHSMD membership.

 

FACULTY

Darrell Beneker 
Director, Consumer Insights
Advocate Aurora Health

Joel English
Managing Partner
BVK

Rob Klein
Founder and CEO
Klein & Partners

Jennifer D. Horton, MBA
AVP Marketing, Communications & Media
UT Health San Antonio

Camille Strickland 
Senior Vice President
BVK

 

BONUS!

All registrants will receive a PDF copy of Marketing Plans That Work ($75 value!)

Marketing Plans That Work Cover

Marketing
Communications
Digital Engagement
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