Stratasan
SHSMD Spectrum Newsletter
May/June 2022
Featured Articles
MARKETING
  
Effective Health Care Marketing to Hispanics Understands Cultural Nuance
When creating marketing campaigns and messages directed toward Hispanics, it is important to understand the cultural nuances and sensitivities of this diverse community.
ARTIFICIAL INTELLIGENCE
  
The Role of AI and Machine Learning in Health Care Marketing
AI is revolutionizing almost every industry and facet of life today, including transforming health care and health care marketing: specifically, how advertisers identify and target customers, and how they acquire and maintain digital media platforms.
INTRO TO HEALTH CARE
  
What Staff New to Health Care Need to Know
Immersion into the health care field is a challenging process. To address this, SHSMD members have access to “Orientation to Health Care,” an annual introductory course covering the vast and sometimes perplexing U.S. health care system. 
SPOTLIGHTING MEMBERS
  
How SHSMD Rising Stars are Making a Difference
The article highlights two SHSMD Rising Stars from recent years, Lisa Crockett and Julia Yoder. One recipient advises that although it may seem awkward to seek recognition, it helps others realize your value as a strategist. 

Content Partner

 

Reader Poll

How likely are you to recommend SHSMD membership to a colleague?

0 - not at all likely
1
2
3
4
5
6
7
8
9
10 - very likely

GLC- A Marketing Communications Agency
Community Connections
Marketing Value of Industry Awards
  
Q: A few years ago I asked this forum for research on whether marketing industry awards (Healthgrades, Leap Frog, USNWR, etc.) moved the needle with consumers and therefore was worth the investment, since it is very pricey. Overwhelmingly, your answer was "no" that these types of awards (with the exception for USNWR) were a secondary consideration behind a much more critical selection criteria, and that consumers had a hard time understanding the value of these awards and therefore they were not important to consumer decision making. I’m curious if this is still the case.
Save the Date!
SHSMD Credential Course: Creating a Transformational Digital Strategy

July 11 - August 5, 2022

SHSMD is excited to host this live credential course for our health care marketers and communicators who are looking to develop or refresh their digital strategy using a “tradigital” approach. Our expert faculty from Greystone.Net and Brown Parker & DeMarinis Advertising (BPD) will share their insights on the current state of digital marketing and emerging technologies, divided into 4 parts or modules covering:

  1. Building the Foundation of a Successful Contemporary Digital Marketing Program in Health Care
  2. Telling Your Story to Drive Results
  3. Activating Your Message Across the Tradigital Landscape
  4. Preparing for What Is Coming Next

Completion of all course requirements will result in a SHSMD Credential in Digital Marketing Strategy, which can be shared as a digital badge on social media.

 

From past attendees:
“I am presenting what I learned from the course to the rest of the team tomorrow at a retreat. We need to make a more deliberate move in this direction and I feel prepared to help guide us."
The SHSMD Advantage
NEW Release! Humanizing Brand Experience Vol 5:
The ultimate playbook to humanize health care brands and move people to action.
  

This report unlocks the opportunities that you can leverage to create meaningful change within your organization.

Humanizing Brand Experience Vol 5 is a deep, human-centric examination of brand and experience needs in the health care industry. Informed by more than 28,000 consumers and with rankings of more than 200 brands across the country, this report highlights emerging consumer trends, needs and behaviors that have arisen as we begin to leave the pandemic behind us.

Vol 5 allows health care organizations to leverage the latest consumer insights to guide strategy and tactics as we enter into a new era of health care focused on holistic health, diversity and inclusion, self-management, and virtual care.