Finding New "Front Doors" for Patients to Engage With Health Systems
Changes in consumer behavior in the three years since the start of the COVID-19 pandemic have had a significant impact on the way the public engages with health care, influencing the way people access services and providers. To adapt to these changes, health systems need to rethink the ways in which they communicate with patients and deliver care services to them, according to Dan Clarin, managing director at health field consultant Kaufman Hall, and Suzanne Borgos, chief strategy officer at Capital Health, a two-hospital health system in New Jersey. This strategy includes reconsidering the health system’s “front door,” or the first point of contact for patients, and ways to optimize the relationships it initiates.
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Don’t Translate, Localize and Culturalize: Digital Strategy for the Diversified Hispanic Population
The Hispanic population is the largest ethnic minority group in the United States, representing 19% of the population currently and expected to grow more than 30% by 2050. With more than $1.7 trillion in spending power, health care is the fifth-largest expenditure for this population.
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Improving Access to Care and Outcomes Through Innovative SDoH Strategies
Social and economic factors, such as a person’s financial stability, the home and neighborhood they live in, their access to quality education and affordable health care and connection to community support all play essential roles in a “whole person” approach to health. Often referred to as social determinants of health (SDoH), the Robert Wood Johnson Foundation (RWJF) reports that these factors can determine as much as 80% of health outcomes. In their report Why Zip Codes Matter, RWJF noted that these social factors accounted for more than one-third of all deaths—more than smoking and obesity combined.
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Health Care Benefits of Inclusionary Policies for LGBTQ+ Patients
Nearly 60% of lesbian, gay, and bisexual adults and 70% of transgender or gender-nonconforming adults face discrimination from health care professionals. This bias includes clinicians refusing provide care, refusing to touch them or only doing so after taking excessive precautions, speaking in harsh or abusive language, blaming them for their health status, and/or being physically rough or abusive. These behaviors were some of the findings of a report from Lambda Legal, a civil rights organization that focuses on lesbian, gay, bisexual, and transgender communities as well as people living with HIV/AIDS.
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Access these My SHSMD community discussions to get helpful insights from your peers (for SHSMD members only):
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Content Partner
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May 17: Live Sponsored Webinar – Measurement: Proving the Value of Marketing
Meaningful measurement is one of the most vital components to a successful marketing strategy. It allows you to gauge effectiveness of your campaigns, understand what's working for your target audience, and is a key tool for establishing your marketing budget. However, measurement often comes as an afterthought when developing new campaigns. Participants will learn best practices for integrating and effectively utilizing measurement as a key component to their marketing strategy.
*Sponsored by Revive
View all of SHSMDs upcoming education and get access to on demand education HERE.
September 10-12: Annual Conference – SHSMD Connections 2023
If your role is in marketing/digital engagement, communications/public relations, strategic planning, and/or business development, join us in Chicago, September 10-12, for three days of actionable content, networking, and collaboration with the nation's top health care strategists. You will walk away inspired, with new connections, and a long list of innovative tactics. REGISTER NOW!
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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.
 2023 By The Numbers: MarCom Benchmarking
By The Numbers: MarCom is a benchmarking tool that provides health care organizations with insights into their marketing and communication efforts. This tool analyzes various performance metrics to help organizations better understand their marketing effectiveness and identify areas for improvement. By The Numbers: MarCom can be used to inform future marketing strategies, tactics and budget planning, ultimately helping your organization to achieve its marketing goals.
 2023 Futurescan Health Care Trends
Your SHSMD free copy of Futurescan will help you navigate new trends and keep your leadership informed. Stay informed about what is in store for health care and how your market development and strategies might change as a result. The 2023 issue focuses on workforce trends, disruptors, cybersecurity, consumer trends, health equity, and more!
To search for other resources free to members, visit the SHSMD Resource Library.
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