SHSMD Spectrum Newsletter
January/February 2020
Featured Articles
PHYSICIAN STRATEGY
  
Health System Finds the “Golden Key” to Improving Physician Referrals and Communication
Located in a highly competitive market, leaders at the UMass Memorial Health Care Physician Referral Services team came up with a plan aimed at engaging prospective physicians and bringing them into its managed care network. That led to the creation of UMass Memorial’s “Total Value Proposition,” which the organization uses in its physician recruitment efforts.
MARKETING
  
New Orleans Health System Targets Women Along Every Step of Their OB Journey with One Integrated Campaign
LCMC Health was looking not only to acquire new OB/GYN patients but to increase patients’ loyalty and guide them to utilize other service lines within the hospital. With a goal of acquisition, retention and network integrity, the two hospitals launched an integrated strategic marketing campaign.
INNOVATION
  
Building a Structure to “Sprint Toward Innovation”
Not long ago, CoxHealth was struggling to innovate quickly in the new health care environment. A survey taken by leadership confirmed the problem, revealing that many employees believed the Springfield, Missouri-based organization — while excelling in delivering clinical care — was failing to keep up with the competition and was lacking the resources and know-how to move into new areas of business exploration. To address the problem, executives launched an innovation accelerator, which enabled team members to brainstorm ideas for getting CoxHealth back on track. This led the six-hospital nonprofit to install a process to rapidly deploy new projects and initiatives in three months or less.
CULTURE
  
Employee Involvement Is the Secret Sauce to One Health System’s Turnaround
Summa Health dealt with a number of challenges that had a severe impact on the future of the organization. The executive team decided to start with focusing on physician and employee involvement. Two years later, the approach has paid dividends, enabling the health system to enhance its market share, operating margin and physician and employee engagement.
Core Health
HealthcareMarketingCenter.com
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Community Connections
U.S. News & World Report Rankings – What's the Value?
  
A health system recently found out that one of its hospitals achieved recognition in the 2019-2020 U.S. News & World Report rankings. Administrators are wondering whether the awards have an impact on patient choice and whether they should invest organizational time and resources in promoting the awards.
Wainscot Media
McDaniels Healthcare Marketing
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The SHSMD Advantage
Watch Your Mailbox for Futurescan 2020

Your complimentary copy of Futurescan 2020-2025: Health Care Trends & Implications will soon be on its way to you!

This annual guide to health care trends — free to you as a SHSMD member — explores key forces that are transforming the future of health care. In it you will find expert insights and strategic actions you can take to prepare for the future and position your organization for success in the evolving landscape.

This edition focuses on:

  • Disruptive innovation
  • Dual transformation
  • Frictionless health care
  • Strategic partnerships
  • Healthy aging
  • Resilient health care organizations
  • Medical advances
  • Future of Medicaid

Be sure to sign up for the Futurescan webinar on February 5 (free to SHSMD members), featuring renowned health care futurist Ian Morrison. Visit shsmd.org/futurescanwebcast to register.

A Key Resource for Your Board and Leadership Team!

Futurescan is a vital resource for strategic planning. Ensure that your organization is ready for the future of health care by ordering a package of 15 for your board and leadership team at shsmd.org/futurescan15. 
SHSMD News
Welcome 2020 SHSMD Board
The SHSMD board is responsible for defining the society’s vision and strategic direction. The 17 volunteer leaders donate countless hours guiding the development of policies, programs and services to make the SHSMD member experience the best it can be. Leading the board as president in 2020 is Holly Sullivan, senior director of strategic marketing at Spectrum Health in Grand Rapids, Mich. Serving as president-elect for 2020 is Jennifer Weiss Wilkerson, VP and chief strategy officer at Sheppard Pratt Health System in Baltimore, Md. And the immediate past president is Rose Glenn, chief communications and marketing officer at Michigan Medicine in Ann Arbor, Mich.