Measurement: Proving the Value of Marketing
After Eastern Maine Health Systems underwent a major rebranding in 2018, and became Northern Light Health, it was essential that the marketing team had meaningful measurement tools and data to gauge the effectiveness of its ongoing efforts to redefine the organization and connect it to the community it serves. In a recent SHSMD webinar, Northern Light Health’s associate vice president for communications and marketing, Tricia Denham, joined Ben Fuqua and Miranda Hickman from the health care marketing agency Revive to discuss how they worked together to effectively integrate and deploy measurement as a key component in their marketing strategy.
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What Is Driving the New Status Quo: Six Data Points Defining the Future of Healthcare
Six key data points frame the near-term context for the survival and adaptation of strategic planning within health care systems, says Dan Lavelle, chief strategy officer for Unlock Health. Lavelle spoke during a recent SHSMD webinar focused on the changing landscape of the inpatient and ambulatory health care world.
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Attracting and Keeping Talent Requires Full Health System Engagement
Health systems nationally are facing unprecedented challenges in staffing and retaining top talent. As a result, providing a stellar employee experience has become a key differentiator and a vital competitive advantage for systems as they strive to improve patient care and optimize operating efficiencies.
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Highlights From the SHSMD Connections Conference 2023
Each fall, the annual SHSMD Connections Conference gathers the best and brightest of the strategy professions in health care, including marketing, digital engagement, communications, strategic planning and business development. This year’s event, held Sept. 10-12 in Chicago, was no exception.
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The SHSMD advisory board is responsible for defining the society’s vision and strategic direction. These volunteer leaders donate countless hours to guide the development of policies, programs and services to make SHSMD the best it can be. In 2024, Christine Albert, Chief Experience Officer at LCMC Health, will serve as board president. Alan Shoebridge, Associate Vice President of National Communications at Providence, will serve as immediate past-president; and David Grandy, Vice President of Innovation at Kaiser Permanente, will serve as president-elect. Newly elected board members include Lindsay Cosimano, Senior Director of Marketing and Communications, Nebraska Health Network; Amy Stevens, Vice President and Chief Marketing Officer, Tidelands Health; and Julia Yoder, Marketing & PR Director, Brookings Health System.
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Content Partner
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Nov. 6 – Jan. 9: SHSMD CREDENTIAL SERIES – Strategic Planning in Health Care
The Strategic Planning in Health Care Credential Series consists of two core courses and self-paced electives that allow you to customize the program based on your areas of interest:
- Strategic Planning Process and Content: Essential elements of strategic planning, including designing an effective strategic planning process, developing a strategic plan, and using strategic metrics to track progress.
- Successful Plan Execution: Covers practical aspects of implementing a strategic plan, including communicating the plan to different stakeholders, developing a tactical plan, and integrating the plan with financial planning.
Register today to take your strategic planning skills to the next level.
2023 On-Demand Programs
Available Until Dec. 31: SHSMD CERTIFICATE SERIES – 2023 Social Media Strategies in Health Care
Learn from the experts and get the latest trends and tools for social media marketing in health care. This online certificate series from SHSMD empowers you to:
- Craft a winning social media strategy
- Create compelling content that delivers results
- Harness the power of influencer marketing to expand your reach
- Utilize LinkedIn and podcasting to connect with your target audience
In addition to the six webinars that are included in this course, you’ll also receive on-demand access to over 20 webinars and recordings, including the 2022 and 2021 series. Register today and earn a digital credential that you can share on your social media profiles. Visit our registration website to get started on your journey to social media marketing excellence.
Available Now: Online Course – Orientation to Health Care 2023
The U.S. health care delivery system is vast and ever-changing. This online course will give you a comprehensive overview of the health care landscape, including its major structural elements, key drivers, major groups and economic fundamentals.
Learn from experienced faculty and gain a general comprehension of the language of health care. This course is perfect for those who have recently moved into health care from an outside industry or may just want an update on the U.S. health care system.
Sign up today and get a 15% discounted rate for three or more participants from your organization! Visit the SHSMD website to learn more and register.
View all of SHSMDs upcoming education and get access to on demand education HERE.
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SHSMD provides its members with ongoing news and reports to bring new knowledge and thought leadership. Below are three key resources to guide your strategic thinking about emerging trends.
 Health Care Strategy & Market Development Week – Shaping the Future
Join us Nov. 12-18 for the Health Care Strategy & Market Development Week, recognizing the role in which health care marketing, digital engagement, communications, strategic planning, and business development professionals contribute to their organizations’ mission, vision and values, and how they impact their communities. This is the recognition week for YOU!
Check out some great ways to celebrate the Health Care Strategy and Market Development Professionals on your team. Order the well-deserved themed gifts to show your appreciation for your team and raise awareness of the strategy and marketing department at your organization
 SHSMD 2024 Calendar of Health Observances & Recognition Days
The SHSMD 2024 Calendar of Health Observances & Recognition Days is a comprehensive list of health observances and recognition days throughout the year. It’s designed to help you plan your 2024 community health events, internal and external communications, social media campaigns, and more.
Sponsored by:
baldwinpublishing.com
Coming Soon: SHSMD Futurescan 2024
SHSMD Futurescan 2024 is the essential guide for health care leaders who want to prepare for the future. This annual publication will feature insights from leading experts on the key trends that will transform health care over the next five years.
Futurescan 2024 will cover a wide range of topics, including:
- Workforce – Redesigning Work While Meeting the Demands of the Workforce
- Care in the Home – From the Waiting Room to the Living Room
- Sustainability – Sustainability Strategies
- Population Health – The Future of Population and Public Health
- Employer Contracting – Direct Contracting with Employers
- Economics – The Economic Future of Health Care
- Medicaid – The Intersection of Social Determinants of Health, Innovation, Technology, and a Growing Medicaid Population
- Responsible Innovation – Responsible Innovation and the Digital Transformation of Health Care
Order your copy at shsmd.org/futurescan.
 By the Numbers: MarCom – Survey Closes Nov. 15!
By The Numbers: MarCom is a benchmarking tool that provides insights into your marketing and communication efforts. You'll find all the data you need to drive change in 2024 in the By the Numbers: MarCom dashboard!
Through Nov. 15, participate in the SHSMD survey for complimentary access to the interactive dashboard filled with aggregate data you can use to justify your budget and make strategic and tactical decisions about where and how to allocate your marketing and communications spending in the future. Take the survey.
To search for other resources free to members, visit the SHSMD Resource Library.
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