July/August 2020

July/August 2020

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Content:
Featured Articles Community Connections Save the Date!
The SHSMD Advantage

Featured Articles

Comprehensive, Multi-Channel Beaumont Health Campaign Focuses on Showing, Not Telling Consumers It’s Safe to Return
Beaumont Health in Michigan recently launched a campaign to address the “reopening” phase of recovery during the coronavirus crisis. The campaign is designed to convince the community that it is OK to return to the health system’s hospitals for emergency care, important care that should not be postponed and some routine services. Early results indicate the marketing effort is paying off in increasing patient volumes.

SOCIAL MEDIA

Franciscan Health Throws Its Social Media Plan ‘Out the Window’ During Pandemic
Like all health systems, the COVID-19 crisis changed everything for Franciscan Health’s social media strategy. Instead of proceeding with its scheduled content for the spring, Social Media Manager Robbie Schneider quickly pivoted, venturing on what she called a “social listening tour,” scouring the Indiana- and Illinois-based system’s many online channels and local social media chatter to pinpoint pandemic concerns arising in the communities it serves.

INTERNAL COMMUNICATIONS

How Mayo Clinic Has Harnessed Digital Communication to Keep Remote Employees Engaged During the Pandemic
With some of its massive workforce now working from home, COVID-19 has created internal communication challenges for the Mayo Clinic. Fortunately, the Minnesota-based health system’s communications team has been able to harness a mobile app to share crucial information with employees in a cyber-safe way.

PLANNING

Forecasting in the New Normal of COVID-19: ‘Our Crystal Ball is Very Murky’
How can hospital planners forecast for the future during an unprecedented event like the coronavirus pandemic? The planning department at Jefferson Health, which serves Pennsylvania and New Jersey, used a quick, innovative response last spring to address the health system’s immediate forecasting needs. And it intends to use a combination of commercial forecasting tools and a new, in-house demand model to predict patient utilization over the long-term.

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Community Connections

Resuming Advertising During COVID-19

SHSMD members share challenges and solutions for resuming non-COVID-19 related hospital and health system advertising during the pandemic.

Save the Date!

SHSMD 2020 Conference Transitions to New Virtual Events

SHSMD will transition its 2020 in-person annual conference to a new virtual conference, plus additional online education opportunities.

SHSMD and AHA’s Center for Health Innovation will convene health care leaders from across the nation for an engaging three-day online event, September 14-16: Navigating A New Reality – Health Care Leaders Confront the Future.

This virtual conference will connect an array of key executives facing a new era of care delivery post-COVID-19. SHSMD urges its senior-level members to join other health care professionals in sharing ideas, lessons learned and innovative strategies to move the field from recovery to rebuilding.

Be sure to mark your calendars for September 14-16!

Coming in October: SHSMD 20/20 Connections Bytes
SHSMD is excited to announce the opportunity to participate in a series of online workshops, seminars and social networking opportunities as it brings outstanding SHSMD Connections sessions and more to marketers, planners, communicators, business developers and other health care strategists.

Watch for more information in the weeks ahead and sign up for updates! 

LIFT Can Help You Navigate the “New Normal"

Whether you realize it or not, the community you serve has been fundamentally changed by the COVID-19 crisis. To re-engage most effectively, marketers will need a nuanced understanding of the human condition. Leveraging the power of insights brought to light by anthropology and design thinking, LIFT can help them achieve greater human understanding and navigate the “new normal” post-pandemic

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The SHSMD Advantage

MySHSMD Online Member Community

In these challenging times during the COVID-19 pandemic, it’s never been more important for you to stay informed and stay connected. The MySHSMD online community enables you to network 24/7 with strategists from health care organizations across the country.

With targeted discussion groups for planners, business developers, marketers and PR/communications professionals, MySHSMD is the ideal place to:

Pose questions to your peers about difficulties you’re facing.
Collaborate with other professionals on innovative problem solving.
Learn best practices to address COVID-19 and other strategy issues.

And the best part is you can do it all in real-time! Check out the MySHSMD online community. Now is the time for society members to help each other through this unprecedented situation.

SHSMD encourages you to share helpful tips or resources that your team has developed during COVID-19.

First-timer? Need help?
Consult our FAQ/Help section or write SHSMD@aha.org.
Need more resources?
Refer to SHSMD's COVID-19 resources page, which is consistently being updated.