SPM Group
SHSMD Spectrum Newsletter
July/August 2021
Featured Articles
DIGITAL STRATEGY
  
How New Social Media Sensation Clubhouse Fits into Your Hospital’s Digital Strategy
Clubhouse recently emerged as a new social media tool with which to engage providers and patients. But is the drop-in audio application worth health care marketing and communication professionals’ time?
MARKETING
  
Building Inclusive Web and Social Media Content for the Transgender Community
 For transgender patients, a visit to the doctor can be fraught with fear and anxiety, even at the most welcoming hospitals. Health care marketers play a crucial role in quelling these concerns and connecting in a thoughtful way. UVA Health has grappled with these issues and crafted a social media campaign to build influence and reach potential patients.
PLANNING
  
As COVID Cloud Clears, Hospital Strategists Take a Fresh Look at Future Facility Plans
The pandemic is leaving behind lasting lessons when determining physical space needs in the new normal, as patients have built new habits of receiving care at home, via video or in lower-acuity settings such as urgent care centers. Hospital strategists are now envisioning the health facility of the future while also staying mindful of potential future public health crises.
BUSINESS DEVELOPMENT/PLANNING
  
Heart Institute at Cincinnati Children’s Juggles Multiple Initiatives Using Rigorous Project-Planning Framework
 Strategists are often forced to pick and choose between new endeavors. But the Heart Institute at Cincinnati Children’s has found a way to have it all, successfully juggling numerous strategic initiatives by deploying “embedded” marketing, planning and business development professionals from the hospital’s own teams.

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GLC- A Marketing Communications Agency®
GLC is a full-service agency helping healthcare brands connect to their target audiences—whether they be patients, providers, donors, board members or the community at large. Through the power of authentic content, captivating storytelling and omnichannel distribution, our clients aren’t just heard, they turn their audience into advocates.
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Community Connections
Physician and Service Line Leader Requests for Their Own Social Media Representing the Health Center
  
We have multiple physician leaders asking to launch their own Facebook pages, even though we have an enterprise page. Do your physicians have their own social media representing your health system? How do you manage it and what level of assistance do you offer? I believe that once you do it for one physician, many will want the same. If done well, this could be good, however I’m concerned they will not post on a regular basis.
Creative Marketing Programs Kansas City (CMPkc)
Save the Date!
2021 SHSMD Connections

Registration for 2021 SHSMD Annual Conference is now open! We will be in-person once again in San Antonio, Texas. Can’t attend in person? We also have a virtual event filled with recordings and new content. View the agenda and choose the path that is best for you and engage with your peers on health care strategy innovations in a COVID-19 world.

 

Register now to take advantage of the early-bird rate and save $100 on registration fees. Plus, get your first choice of rooms at SHSMD Connections 2021 preferred hotels.

NEW THIS YEAR: Your registration will also give you an automatic one-year membership renewal.
The SHSMD Advantage
By The Numbers: MarCom
New Dashboard Tool Coming this Summer!

As SHSMD members, you will soon have access to a new and more powerful SHSMD By the Numbers resource. With our new partnership with Endeavor Analytics, By the Numbers: MarCom empowers users to drive meaningful decisions about MarCom spending by benchmarking against peer organizations of your choosing. Subscribers can use interactive analytic dashboards to uncover actionable insights, access marketing/ communications budgets, and resource allocation in a comprehensive way.

SIGN-UP TODAY!

NEW for 2021:
• Diversity, Equity and Inclusion (DEI)
• CRM investment
• Reputation Management