Stratasan
SHSMD Spectrum Newsletter
March/April 2023
Featured Articles
BUSINESS DEVELOPMENT
  
Evolving Customer-Centric Health Systems During the Post-Pandemic Period
Changes in customer interests and behaviors—many of them driven by the COVID-19 pandemic—and the evolving power of digital solutions and marketing have created an environment ripe for innovation, allowing health care systems to develop strategies to better drive patient engagement. Learning from and building upon these changes, experts agree, is essential for health systems as they work to customize their consumer experiences and provide top-tier health care solutions. 
STRATEGIC PLANNING
  
Engaging the End User in Strategic Planning
When St. Joseph’s Health, a large safety-net medical center located in northern New Jersey, set out to conduct fresh strategic planning for the organization, they turned to innovative approaches such as human-centered design in order to engage internal stakeholders and the community at large. In doing so, they developed a nimble, nuanced approach that engages end users and allows for frequent updates to strategic goals to best address needs during a time of great change in the health care field.   
COMMUNICATION
  
Developing an Easy-to-Use Crisis Communications Plan that Works for You
Where is your department’s crisis communications plan? Could you put your hands on it within five minutes? When was it last updated? If your answers to these questions weren’t exactly reassuring, you’re not alone.  

“A crisis communications plan is one of the most critical documents that hospital marketing and communications departments own, and most of us don’t really know where it is, and aren’t really sure if it’s updated,” said Ashley Johnson, a communications strategist with Ten Adams, during a session on crisis communications at the SHSMD Connections Conference in September 2022.
STRATEGIC PLANNING
  
Strategies to Move Hospital and Health Care Systems Forward in a Post-Pandemic World 
Marketing initiatives that can track a patient’s journey from interest to appointment including all billable visits justify campaign budgets. But what information can we gather along that journey to influence future potential patients? Adjusting campaign elements as results become available produces higher conversion rates—if your team is watching and reacting.
Revive Agency
Navigating the value crisis in healthcare
Revive Agency®
There is no time to lose in defending your health system against the overplayed and often unfair scrutiny in the market around the cost of healthcare. Your brand reputation is likely already suffering from the blows taken by the industry – how can you fight back?
Read full blog to learn more
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Community Connections
My SHSMD: Don't Miss These Articles

Access these My SHSMD community discussions to get helpful insights from your peers (for SHSMD members only):  

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Save the Date!
SHSMD Education: Learning for Success

March 14 – April 18: Live Credential Course – Public Relations and Communications in Health Care Settings 
This SHSMD credential series features expert faculty who will Identify key trends impacting health care communications professionals and will share tools on how to develop strategic communication and change management solutions.  Learn strategies for how you can grow as a trusted advisor and effective change agent in your organization.  Plus, work with faculty and your peers on a cumulative and collaborative activity that will result in an actionable plan to help you solve current and emerging challenges in your role.

March 15: Live Webinar – The New Playbook: Creating Measurable ROI through Sponsorships 
This webinar will teach you how Virginia Mason Franciscan Health and Kettering Health used a data-backed approach to identify which sponsorships best align with KPIs and deliver across multiple strategic imperatives. Some topics include data evaluation, determining ROI and lead generation tactics. 

*Sponsored by Playbook for Health 

March 22: Live Webinar – Can Tech Solve Patient Access to Behavioral Health? 
This webinar, based on original research conducted by Optum, will discuss behavioral health providers’ attitudes toward digital access technology, including usage, preferences and barriers. 

*Sponsored by Optum Behavioral Health  

March 29: Live Webinar – 5 Key Primary Care Considerations to Drive Access and Lives Capture 
This webinar will provide HSG’s observations on best practices to measure patient leakage, prioritize alignment with organizational initiatives, market expansion, clinical practice and APP utilization. 

*Sponsored by HSG Advisors 

View all of SHSMDs upcoming education and get access to on demand education HERE. 
The SHSMD Advantage
Complimentary Resources Crafted for SHSMD Members

SHSMD provides its members with ongoing news and reports to bring new knowledge and thought leadership.  Below are two key reports recently released to guide your strategic thinking about emerging trends.  

2022 Thought Leader Forum - The Great Rethink: Challenging Our Assumptions About the Future 
 
The report from the 2022 Thought Leader Forum, hosted at the SHSMD Connections 2022, discusses transformational change and how senior leaders are testing assumptions on some core questions to push their organizations forward.  

*In Association with Kaufman Hall 

 

2022 Executive Insights - Engaging Your Community in Your Digital Strategy: It’s All About Human-Centered Design 
 
Read the report from marketing and strategy executives’ discussion at the SHSMD Connections 2022 to learn how to effectively design and use digital strategy to maximize care coordination. 

*Sponsored by Gozio 
 
To search for other resources free to members, visit the SHSMD Resource Library.