SHSMD Spectrum Newsletter
March/April 2022
Featured Articles
MARKETING
  
Elevating a Brand and Reaching a Worldwide Audience
Florida’s Tampa General Hospital owned a large part of the area market share for several years. The facility’s branding and messaging worked well enough, but the hospital had progressed and these differentiating factors were not highlighted. Its messaging needed a refresh to keep up with its success.
WORKFORCE
  
Flexibility, Open-Mindedness: Rethinking the Remote Healthcare Workplace
It remains to be seen whether remote work continues to be the norm or whether employers return to the office full-time. But the pandemic certainly changed how employees and employers think about the workplace environment and worker productivity. 
PLANNING
  
Embracing the Full Spectrum of Strategic Planning
Ask any health care organization about their quality initiatives or patient safety goals and they can talk for hours. But what happens when the conversation turns to long-term growth initiatives and access goals? It’s time for the health care industry to shift from traditional operational strategic planning processes to full-spectrum strategic planning.
PATIENT EXPERIENCE
  
A Personalized Health Care Experience for Every Patient
Hospitals and health systems acquire and analyze consumer data to better understand and improve the patient’s overall experience. The strategy to collect, process and then use consumer information in a personalized or "hyperpersonalized" way can lead to better and more appropriate care. It can also improve patient satisfaction, increase institutional loyalty, provide greater value and reduce costs.

Content Partner

 

Reader Poll

What topic would you *most* like to see in a future edition of Spectrum?

AI
COVID-19
Employee Retention
New Care Design
Privacy/Patient Trust
Telemedicine

Ten Adams
GLC- A Marketing Communications Agency
Community Connections
New Physician Marketing
  
Q: We are interested in learning about creative ways in which others [marketing teams] market new physicians to help build their patient base. We are primarily interested in methods that do NOT include social or digital tactics.
Save the Date!
SHSMD Credential Course: Health Care Marketing Plans, Communications and Market Research

April 12 - June 28

Back by popular demand, SHSMD Education is offering Health Care Marketing Plans, Communications and Market Research. Facilitated by recognized experts in the field, this credential series is divided into 3 parts or modules, which together, cover the essentials of health care marketing:

  1. Market Research
  2. Health Care Marketing Plans That Work
  3. Marketing Communications

Successful completion of course requirements will result in a SHSMD Credential that you can share on social and professional networks.

 

From past attendees:
"I found this to be a well-organized and thought-out course. All of the areas presented on are relevant to our organization."
"As always, great program! I love interacting with peers on the discussion boards too."
"A strong course, tailored to professionals with various levels of experience."
The SHSMD Advantage
NEW Member Resources Available!
  

As a SHSMD member, you have access to a library of resources and tools at your fingertips — or waiting in your inbox! Don't forget to take advantage of these resources, designed to help you stay on the leading edge of health care education and planning. Checkout the these newly released reports and publications.

FUTURESCAN 2022-2027
In addition to your complimentary digital member copy of the publication, look out for an email on March 10 to access your Futurescan Member Toolkit – including the PPT slides and recording from the February SHSMD Education webinar hosted by Ian Morrison, PhD, discussing the latest Futurescan 2022 edition. This toolkit will help demonstrate your expert knowledge of health care trends and implications to your leadership team and staff in a polished way.

 

SHSMD COMPENSATION AND WORK SATISFACTION REPORT
Released in February, this members-only report on compensation and work satisfaction gives you the insights you need to make compensation and other career decisions with certainty, whether you are hiring, planning department expansion or looking to make your next career move. This report includes 47 exhibits, a complete appendix of compensation tables, and much more.

 

THOUGHT LEADER FORUM REPORT
Released in December 2021, following the in-person forum held at SHSMD annual conference, “Is COVID-19 a Transformational Event for Health Care?” following the in-person forum held at SHSMD annual conference, is geared to help members think through this question. This report includes a dialogue with senior leader panelists about the profound impacts of the COVID-19 pandemic, the many changes made in response, and what health care will look like post pandemic.

 

EXECUTIVE DIALOGUE REPORT
Also released in December 2021 following SHSMD’s annual conference, “Creating the Digital Experience Health Care Consumers Crave: Marketing Moves Center Stage” highlights the discussion of marketing and strategy executives around the topic of implementing an optimal experience in the health care field.