Resource Library

Explore practical strategies and real-world workflows that will help you harness AI tools to improve patient engagement, boost efficiency, and future-proof your marketing programs.

Learn HIPAA, FTC, and privacy compliance essentials for health care marketers in this 4-part live certificate course—stay compliant while executing data-informed campaigns.

In this session, we’ll walk through a real-world case study of a health care organization that expanded into upper funnel advertising for the first time. You’ll learn how to set up a rigorous testing framework, use geographic or audience-level controls to isolate performance, measure true incremental impact and marginal performance.

Learn how to speed up your SEO content production, increase its impact with your intended audience, and further nurture that traffic through your socials—all by executing a “video-to-blog” content strategy.

In this health care 101 course, you will learn how to better navigate your own system/organization, gain a general comprehension of the language of health care (and its many acronyms), and get an overview on the health care landscape.

Learn from 2 hospitals how one trending health awareness day can be repurposed for all of their communication platforms to reach and educate thousands of people.

This session is perfect for health care pros who want to build stronger connections, provide useful health information, showcase your rockstar medical staff, and make your hospital the heart of the community!

 Note: All live sessions will be recorded and made available to registrants through January 31, 2026, perfect if you’re managing a busy holiday season.

The most timely and reliable health care strategy and market development programming happens at SHSMD's Connections Conference.

This webinar is designed to share preliminary aggregate data on those hospitals who have submitted complete data for SHSMD’s 2022 By the Numbers MarCom Benchmarking and how that compares to prior years.

The Marketing in Health Care: Marketing Plans, Communications and Market Research credential series is facilitated by recognized experts in the field and covers the essentials of health care marketing.

Updated with new trends, strategies and case studies, this SHSMD credential series features expert faculty who will share key trends impacting communication professionals, identify and develop new skillsets and guide you through a cumulative and collaborative activity that will result in an actionable plan to help you solve current and emerging challenges.

Futurescan 2023 is the latest in a series of publications for health care leaders that the American Hospital Association’s Society for Health Care Strategy & Market Development (SHSMD) in collaboration with the American College of Healthcare Executives (ACHE) has published annually since 1999. This highly respected annual guide will help hospital and health system leaders prepare themselves and their organizations for the future as an essential tool for strategic planning.

The audience will explore insights that will assist in preventing the loss of valuable feedback that might not be reaching the proper stakeholders. 

Drive meaningful decisions about MarCom spending by benchmarking against similar health care organizations. Subscribers can use interactive analytic dashboards to uncover actionable insights and improve their understanding of industry best practices.

Understand the impact of moderated interactions on service delivery, patient and caregiver relationships, practice growth and brand awareness or advocacy generated by a vibrant Facebook Group.

Learn how local partnerships and events can increase your organization’s mindshare in the community, and how to measure the results of your community marketing initiatives.

This credential series is divided into 4 parts, which together, cover the essentials of health care marketing.

Learn how MercyOne applied ‘radical convenience’ across its connected system of health care facilities with an end-to-end digital front door strategy.