Resource Library

An optimal digital strategy is no longer a “nice to have” — it is central to future positioning, especially since 50% of consumers say that a bad digital experience can ruin the entire experience with a provider. 

Combining HRA data and consumer data with SDOH insights can modernize the approach t building targeted outreach lists and campaigns.

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

Join fellow SHSMD members for a fun exploration of how to continue transforming your organization towards a better future. You will have the opportunity to break into small groups to meet other strategists in health care marketing, communications, planning and business development to help collectively identify the most pressing issues you are facing, and the most exciting projects you’re involved in.

Insight and guidance on how to achieve measurable SEO results. With Google’s most recent algorithm update already underway, User Experience (UX) is more important than ever.

This SHSMD Education Sponsored Webinar will cover how to successfully engage internal audiences, gain buy-in from leadership, collaboratively launch a wayfinding application covering two-million square feet and provide a road map for how to retain subscribers.

In this session from SHSMD Connections Bytes, hear how a panel of marketing and communications leaders pivoted financially during the COVID-19 crisis, how they are reshaping (and justifying) their budgets, and how data has been used to help in budget planning.

In this session from SHSMD Connections Bytes, learn how one health system is using an enterprise-wide CRM to bring real-time marketing strategies, across all touch points, to life.

This session from SHSMD Connections Bytes highlights a new brand platform that propelled staff confidence at Rush and was brought to the forefront as the health system rose from #4 to #1 in quality of care.

In this session from SHSMD Connections Bytes, digital marketing leaders from AdventHealth provide the blueprints, foundational assets and associated technologies that prepared the organization for leading through the pandemic, political climate and ever-changing consumer needs.

This webinar provides an overview of psychographic segmentation and a proven model for influencing health care consumer decisions and behaviors.

Whether it be through the use of traditional media or emerging approaches, physician marketing is evolving—for the better. Social media and digital content are beginning to blur the lines of what is and is not advertising, and physicians are now actively interacting with consumers in more ways than ever.

Join health care consumer experts from Procter & Gamble and the automotive industry as they share how a consumer science, known as psychographic segmentation, is being applied in the health care setting to drive patient traffic, loyalty and market share. This webinar will provide an overview of psychographic segmentation and a proven model for influencing health care consumer decisions and behaviors.

Principles and Practices for Marketing Communications in Hospitals and Health Systems is SHSMD's guide to ethical marketing, published in 2010. As such, it does not necessarily reflect the latest technologies and issues and should be considered an archival resource.

Content marketing and media placement are becoming increasingly intertwined throughout the health care industry. To increase the impact of marketing efforts, it is vital that coordination exists between all paid, earned, and owned communication channels.By understanding the entire patient buyer’s journey, media strategies are better aligned to produce a desired awareness and action. These strategies are then supported by relevant and engaging content that articulates differentiation and value.Sponsored by:

Join this session to learn how COVID-19 has shaped consumer expectations, how providers and payers can use segmentation and mindsets to redesign activation, engagement and retention, and examples of using mindsets and segmentation to adjust engagement and design.

Join this virtual session to hear digital experts discuss best practices for newer digital channels to effectively drive engagement while media consumption is at an all-time high, strategies to defend budgets needed to jump-start high-value campaigns that support financial recovery, channels and calls-to-actions proven to deliver contribution margin and ROI, and engagement strategies that drive both in-person and telehealth visits within a single, integrated campaign.

 SHSMD is pleased to offer its members free access to continuing education opportunities through these recorded sessions. Included below are presentation materials and recordings/video.

Join the Michigan Medicine leaders as they talk about what they’ve learned during the COVID-19 pandemic, how they’re thinking differently, and what the new “normal” might look like.

At a time when confidence of patients returning to care is essential, the endorsement of their primary/family physician plays a critical role in re-energizing the elective care flow. Through specific strategic marketing programming, independent hospitals can increase the percentage of referrals sent to their service line offerings. We will focus on the four key pillars in developing a sustainable referral network.