Resource Library

Futurescan is an annual publication for health care leaders, published by SHSMD in collaboration with the American College of Healthcare Executives (ACHE) since 1999. The guide serves as an essential strategic planning tool, helping hospital and health system leaders prepare themselves and their organizations for the future.

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

Explore how they optimized their patient acquisition strategy with marketing and advertising messages sent to consumers who were most likely to use their health care services, connecting with the RIGHT person using the RIGHT message at the RIGHT time.

Marketing expert Jaci Haack from Virgin Pulse will explore pivotal health care marketing moments and reveal how to stay one step ahead of the competition by leveraging consumer-level predictive analytics to pinpoint the perfect patient audience for your services and how to engage them sooner and more often – using data to bring dollars to the CFO.

SHSMD has collected health care customer research and consumerism reports in an effort to offer consumerism related resources to the SHSMD membership.

See data comparing consumer preferences pre-COVID, what has shifted in the post-COVID months, and the most crucial steps marketers can take to partner with operations to ensure your marketing campaigns aren’t shot down in seconds.

See how health care providers are successfully navigating this balance, and how they can effectively execute their mission without compromising patient privacy.

Learn how new entrants could disrupt how patients receive care, particularly in the “top of the funnel” areas of primary, urgent, virtual and retail care.

This 45-minute LIVE webinar with experts will share insight into recent concerns around Google Analytics 4.

Learn best practices for integrating and effectively utilizing measurement as a key component to their marketing strategy.

Learn how your healthcare organization can increase the maturity of its content strategy, meet organizational goals and ensure its content marketing program is generating measurable ROI.

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 PowerPoint presentation, Futurescan 2023, features highlights from the latest edition of Futurescan, one of the industry's most respected health care trends forecasts. Ready for immediate use at your organization, you can employ this presentation tool for staff, leadership or boards.

SHSMD Members and Nonmembers:

Learn how Virginia Mason Franciscan Health and Kettering Health used a data-backed approach to identify which sponsorships best align with KPIs and deliver across multiple strategic imperatives.

A report from the 2022 Thought Leader ForumThe new skill required of health care leaders today is the ability to drive transformational change optimizing our core businesses while positioning our organizations for big, future-oriented moves. But where do we begin?

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.

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 how you can normalize accessibility and make it part of a company culture where everyone is coming from a place of empathy.