June 22- August 24, 2021
All webinars are recorded and available 24/7 following the live sessions!
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 | June 22 - July 8
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, June 22 @ 12:00pm - 1:00pm CT (1pm-2pm ET)
Module 2: Thursday, June 24 @ 12:00pm - 1:00pm CT (1pm-2pm ET)
Module 3: Tuesday, June 29 @ 12:00pm - 1:00pm CT (1pm-2pm ET)
Module 4 Part 1: Thursday, July 1 @ 12:00pm - 1:00pm CT (1pm-2pm ET)
Module 4 Part 2: Tuesday, July 6 @ 12:00pm - 1:00pm CT (1pm-2pm ET)
Module 5 Case Study: Thursday, July 8 @ 12:00pm - 1:00pm CT (1pm-2pm ET)
Week of July 12: Part 1 Exam (no webinar)
Part 2: Health Care Marketing Plans That Work | July 20-29, 2021
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, July 20 @ 11am-12:15pm CT / Noon- 1:15pm ET
Module 2: Thursday, July 22 @ 11am-12:15pm CT / Noon- 1:15pm ET
Module 3: Tuesday, July 27 @ 11am-12:15pm CT / Noon- 1:15pm ET
Module 4: Thursday, July 29 @ 11am-12:15pm CT / Noon- 1:15pm ET
Week of August 1: Part 2 Exam (no webinar)
Part 3: Marketing Communications | August 10-24, 2021
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, August 10 @ Noon-1:30pm CT / 1-2:30pm ET
Module 2: Tuesday, August 17 @ Noon-1:30pm CT / 1-2:30pm ET
Module 3: Tuesday, August 24 @ Noon-1:30pm CT / 1-2:30pm ET
Part 4: Marketing Credential Series Electives | June 22-August 24, 2021
New Electives for 2021! 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
Participants have the entire timeframe of the series to watch 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
New for 2021!
More coming soon!
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.
Post-Pandemic Leadership: How to become an Organizational Transformer!
Many high performing senior managers find themselves at some point in their careers faced with the challenge of leading a strategically critical, highly visible transformation program. These initiatives born from strategic calls to action will always change the status quo, and sometimes they’ll transform the organization in very significant ways.
Natural instincts and leadership talent alone, won’t get the big wins necessary. Learn how post-pandemic, you can energize and transform your team to meet and exceed strategic and organizational goals and the success strategies/tools needed to execute your own strategic change or transformation efforts.
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!)