Resource Library

SHSMD members work diligently to ensure their media policies are in compliance with the U.S. Department of Health and Human Services (HHS) rules. Although HHS has not altered their rules, there has been attention by the Office for Civil Rights (OCR) to address HIPAA compliance issues. Now is the time to revisit how the HIPAA rules may apply to media interactions.

Imagine trying to manage strategic planning for a health system that has doubled in size in recent years, but lacks standardized business development processes to maximize growth opportunities. Then, imagine an extremely competitive consumer marketplace where two members of that same network are advertising for the same service in the same newspaper (or on dueling billboards) with no mention of the health system.

When a crisis occurs in your community, how should your hospital or health system's public relations/communications team respond? Whether an incident is local in nature or has national or international implications, it is vital for hospitals to have a crisis plan in place that will ensure effective communications to all key internal and external audiences, and stakeholders — and protect the hospital's reputation.

How can a health system develop optimal new wellness programs tailored specifically to its unique market? That's the challenge Fairview Health Services, headquartered in Minneapolis, Minnesota, faced in 2015 as part of its strategy to develop new services that would meet the needs of the community, generate new sources of revenue in a retail delivery model, and extend its presence in Minnesota and the upper Midwest.

The leadership at University Medical Center of Princeton in Plainsboro, New Jersey, part of Princeton HealthCare System, established a goal to grow maternity services at a time when US Census projections showed a steady decline in women of childbearing age across the region. A couple of years earlier, the health system built a larger replacement facility on a well-traveled stretch of US Route 1, making the respected community teaching hospital more visible and accessible to a growing population in central New Jersey. And although this provided an important opportunity to target a new audience, the marketing team wrestled with how best to develop the right marketing strategy.

Marketing automation technology should be a key part of the healthcare marketer’s arsenal to achieve these goals. From supporting automated communications to delivering personalized “journey-based” interactions, marketing automation can drive increased conversions and optimize campaign execution through efficiencies and real-time feedback.

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Around the country, provider orga

Learn how one health system has made a rapid conversion from a traditional marketing platform to an integrated, digitally focused program.

Learn how one community health system in Cedar Rapids, Iowa, is modeling its innovation initiatives after a highly effective startup culture to capture new ideas, validate them, and take them to market.

Woman Up began as a marketing campaign designed to increase screening mammograms in northeast Ohio and to strengthen the perceptions of UH Seidman Cancer Center. Secondary data was used to develop the campaign theme and tactical elements. An extensive multi-channel campaign was launched in September 2014.

In this session, patient access experts from Houston Methodist will discuss the strategies and tools they have utilized to streamline a complex referral process and create a better experience for both patients and providers.

A revolution of emerging technologies is now a part of everyday life. Learn insights behind this vast space and how to apply digital technologies to your brand and patient experience.

This session will feature case studies and best practices to illustrate what it takes to manage and control a crisis. Also, participants will learn the "seven golden rules"of managing crisis communication and effective crisis media relations tactics.

Find out how Susan G. Komen Greater Kansas City developed a unique and emotionally charged virtual reality experience that puts users into the avatar of a real-life breast cancer survivor. Discover how interactive healthcare educational technology can be leveraged to impact target audiences with actionable messaging and possibly save lives at the same time.

Learn about Vanderbilt University Medical Center's new approach to marketing.

Rapidly evolving dynamics have made the process of planning the distribution of services, both physically and virtually, across your care networks more challenging than ever before. A senior healthcare advisor will facilitate a broad panel of industry experts to explore the concept of planning for the "Enterprise-Wide Access Strategy."

Learn how one academic medical center adopted a process for capital allocation to apply analytics, shared decision making, and transparency to marketing strategy and system-wide decision making.

Back by popular demand, "The Naked CEO" gives healthcare marketers a chance to grill a panel of hospital and health system executives about expectations, assumptions, and coming changes.

Learn the latest forces catalyzing healthcare consumerism, best practices for developing consumer insights, strategies utilized by companies such as Best Buy, Crayola, and Walgreens, and how such techniques apply to healthcare.