Resource Library

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.

This session will help participants build a case for change in their organizations, and provide guidance to help them reach their ultimate destination. Presenters will also share lessons learned: the good, the bad, and the ugly.

The PowerPoint presentation, Futurescan 2015, features highlights from the latest edition of Futurescan, one of the industry's most respected healthcare trends forecasts

This white paper establishes a set of metrics that will help marketers demonstrate their financial contribution to their health care system as well as a handy "how to get started" section. Be sure to replay the SHSMD U webcast on this topic, too.

In this session, learn how virtually overnight a health system's focus shifted from marketing to increase patient volumes to containing utilization by educating internal constituents and increasing consumer awareness about the most appropriate setting for care.

Learn how the University of Iowa Hospital and Clinics started small with a subscriber database and, after time, proved that a full CRM database was worth the capital investment.

Solving a communication and data analysis problem: to understand the impact of its marketing and promotions quickly based on data gathered monthly through the National Research Corporation (NRC) while telling a compelling, concise story to executives. Nineteen key categories were identified that would best provide insights into Mercy Health's rebranding initiative.

In this session, hear about Saint Thomas Health's lung cancer multichannel marketing campaign.

In this session, you will hear how a football rivalry and a compassionate athlete helped take on the fight against childhood cancer at Seattle Children's Hospital.

Learn to bring the right players to the table, build understanding, and develop common goals for a win/win.

In this session, two key players in the redesign and re-platforming of the Penn Cancer website will talk about what made their project successful, what the challenges were, and the undeniable necessity for cultural change to ensure a successful responsive CMS website project.

12 campaigns over 90 days. 3,000+ conversions. 500+ appointment requests. $17 million in gross charges. $4 million in net revenue. This is just a sample of the greater ROI groundwork that Orlando Health has assembled. Now they want to share their bigger story.

This session will show how some simple shifts in thinking can have a positive impact on behavior change through a combination of behavioral science theory and creative real-world examples.