Consumerism, Tech Advances Driving Health Care Marketing Developments
The development and widespread acceptance of emerging technologies are transforming the health care experience—both for consumers and health care professionals—and creating opportunities for creative approaches to health care marketing. In this article, learn details of these developments and tips on how marketers can use them at their organizations.
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‘Health Awareness Days’ Give Health Systems a Platform for Communications Outreach
Health awareness or recognition periods—Breast Cancer Awareness Month in October, for example—are an excellent opportunity for health systems to promote their care services to consumers while providing useful information on important medical topics. In fact, they can become a key cornerstone of a system’s overall marketing strategy simply by planning online health articles and videos, blog and social media posts around these “trending days” that appear on the calendar annually.
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Acute, In-Home Care Partnership Satisfies Patients, Eases Overcrowding
Over the past two years, Inova Health System (Inova), the largest not-for-profit health care system in the Washington, D.C. metropolitan area, is doing something it had never done before. “We have a ‘greenlight’ policy,” recalls Tanveer Gaibi, MD, chief of the Emergency Medicine Division at Inova. “We take any transfer from anywhere in the country. But for the first time ever, we paused that policy. We weren’t sure we could take them.”
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Underperforming CRM? Alternatives Exist
Customer relationship management (CRM) systems can assist hospitals in organizing current patient data. However, they frequently underperform when it comes to enabling efficient, targeted marketing, and health care marketers can be left with frustration and wasted time as they try to work with these expensive, suboptimal platforms. What many health care marketers don’t know is that innovative, low-cost alternatives already exist, allowing savvy marketers to provide measurable results that can inform the development of strategically sound growth plans.
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The following question and answers come from posts on SHSMD’s online discussion groups. Join the conversation at my.shsmd.org. Q: What is your criteria for community sponsorships and how do you advertise the opportunity?
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Content Partner
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July 18 - August 8: SHSMD CREDENTIAL – The New Data Landscape in Health Care: Advanced Analytics for Strategists
This series includes expert faculty who will present on four key topics around data analytics. Each module will include live webcasts, discussion board questions, application assignments, and access to additional resources, tools, and reports. Completion of all assignments and the final capstone project will result in SHSMD Credential: Advanced Analytics for Health Care Strategists.
August 7 - 18: SHSMD CERTIFICATE SERIES – 2023 Social Media Strategies in Health Care
Social media trends, tools, and rules change quickly in health care. Join our annual online certificate series to learn from your peers who will share their strategies, innovative ideas and helpful tools around content development and strategy, resources, influencer marketing and platforms such as LinkedIn and podcasting.
In addition to six live webinars (all will be recorded if you cannot watch in real time), you will also gain access to recordings from the 2020 and 2021 “Advanced Health Care Social Media and Digital Marketing Virtual Conference” and access to recordings from the 2022 social media course.
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.
 Student Resource - SHSMD Student and Diversity Enrichment Program
SHSMD offers a free year of membership and educational opportunities to attend the SHSMD in-person or virtual conferences for students currently working on a degree in health care administration, business management, marketing, communications and/or public relations. Please note that:
- There is a mimited supply, based on financial need, attendance availability and interest in the profession.
- Preference will be given to underrepresented populations.
 SHSMD Podcast Series: Preview SHSMD Connections 2023
Building an Integrated System Strategy from the Middle-Out
Health systems and hospitals have dealt with a great amount of change the last few years. Having a strong strategic planning process in place is critical to an organization’s success. Hear how Penn State Health has engaged in a process to build business playbooks, or a mini-strategic plan, for the organization in half the time it once took.
"Can We Just Put The Old One Back?" Sustaining a Consumer-Focused Content Strategy
Unlocking new patient acquisition required rearchitecting the CHRISTUS Health website to meet the needs of the consumer and overcoming years of internally focused content. Jeff Stewart of CHRISTUS Health shares how a multi-hospital system built a consumer-focused website and shifted the significant burden of organizational complexity rightward and created streamlined patient access pathways. More importantly, he focuses on strategies to overcome a sustained onslaught of negative physician and administration feedback and vigorously defend a consumer-focused content strategy.
Building a Thought Leadership Program: Preparing Your Leaders for the Big Stage
Whether it’s a national conference or a presentation to the Board of Directors, it’s important that your organization’s leaders communicate with confidence and impact. Learn about the proven strategies and tactics UNC Health uses to support and continuously develop executive presence for their leaders.
Member Referral Program
Know someone who should join SHSMD? Refer them to join SHSMD at a discounted rate of $200 and you both can earn a chance to receive discounts with SHSMD once they become a member!
To search for other resources free to members, visit the SHSMD Resource Library.
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