Resource Library

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.

Today's marketers are using advanced technology and strategies to improve consumer acquisition, engagement and retention. But, how do we prove marketing effectiveness while becoming strategic business partners focused on growth goals? The answer lies in five marketing metrics.

This online SHSMD course will present a staged process that will help participants learn how to: Determine your organization’s needs and how various agency models can answer them; Identify and source potential partners; Develop, field and assess RFI's and RFP's, and position your search team for success; Evaluate RFP submissions, manage the finalist evaluation process; and Onboard your new partner and ground your new relationship to foster and promote a successful partnership

Are you spending too much promoting hospital awards? Take an eye-opening look at what health care consumers really think of hospital quality awards and how these rankings drive their health care decisions.

 Members and Nonmembers:Click here to access the webinar recording and a PDF of the presentation.

A marketing plan serves as the blueprint for all marketing efforts. This publication provides marketers from hospitals, health systems, medical practices and other health care organizations with a comprehensive overview of the major elements of a marketing plan.

In the Direct Mail in 2019 eBook, you'll learn: What is the 2019 Trend to Watch; Innovative Dimensional Mail Ideas; Data Aggregation Tips for Improved Targeting; and much more.

SHSMD Credentials are awarded for successful completion of the following designated programs that confirm proficiency of a skill through testing, examination, skill demonstration, or project completion. Additional requirements may include participation in discussion boards, quizzes, group work, presentations, and additional readings/assignments as assigned by faculty. Upon successful completion of all requirements, participants will be awarded with a verified SHSMD Credential as a shareable digital credential described below.

This session will look at how OhioHealth took a non-traditional marketing approach to engage and educate consumers around this topic.

This session will help you learn to free up your brain and do your job better.

A panel of experts from around the country will share their experiences and best practices in operationalizing population for their health care systems. Attendees will also receive a model for population health planning—a practical guide that can be implemented immediately in any type of organization.

This session will help hospital marketers raise their own level of thoughtfulness as it relates to "pitching" their strategic business plans and budget needs to their senior leadership team. Through exploration of winning ideas and practices of big brands, this interactive session will be a real game changer for marketers.

Attend this session to learn how to develop quarterly C-suite dashboards that summarize the metrics that matter, such as lead-to-patient conversion rates, marketing's impact on payor mix, marketing ROI, and revenue contribution.