Consumer-Responsive Health Care May Be Wave of the Future
For years, “consumerism” has been one of the hottest buzzwords in health care. But how much progress toward a truly consumer-driven market has the health industry actually made? According to Dan Miers, the chief strategy officer for marketing agency SPM Group, not nearly as much as many experts had predicted.
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What Do Consumers Really Think About Health Care Disruptors?
The pace of disruption in healthcare is accelerating, with new and familiar players offering a broad range of services and sparking increased competition for hospitals and health systems. How are these nontraditional options being received by consumers? The 2023 National Consumer Insights Study from Klein & Partners and Core Health answers this question and provides insights into how strategists should respond to the growth of disruptors.
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Planning Effective Communications for Rural Health Systems
Effective communications strategies for health systems in rural areas require a unique understanding of their target audiences, including their demographic characteristics, their perceptions of the health system and the health care industry in general, and their expectations for the care they receive—just like their urban counterparts.
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B2B Marketing: A Team-Based Approach
Business-to-business (B2B) marketing is arguably one of the more difficult tasks that health system marketing and communications professionals are facing today. Unlike retail settings, for example, the target audience “isn’t pulling your product off a shelf” to assess its value and compare its attributes with those of its competitors, says Loren Farquhar, principal at Loren Farquhar Marketing + Communications, a marcom consultancy that works with health systems.
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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, MPP, APR, will serve as board president; Alan Shoebridge will be immediate past-president and David Grandy, FACHE, will serve as president-elect. Newly elected board members this year are Lindsay Cosimano, APR; Amy Stevens and Julia Yoder. Re-elected board members include Lisa Crockett, Adam Higman and Shay Pratt.
Click here to learn more about these and all other board members.
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Content Partner
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Call for Conference Proposals | Closing Jan. 27: Annual Conference – Visit the SHSMD24 Call for Proposals Webpage
SHSMD is seeking workshop and concurrent session proposals for the 2024 SHSMD “Connections” Conference being held Oct. 13-15 in Denver, Colorado. Proposals will be considered for the in-person event as well as a small virtual component during the week of Nov. 11. All submissions must be submitted through the online portal to be considered. To learn more about the requirements, please visit the proposals webpage.
Feb. 6 – March. 7: SHSMD Online Course – Orientation to Health Care
Access to the on-demand course lasts for 5 weeks from your first log in date.
The U.S. health care delivery system is vast and always changing. Understanding its size, scope, and complexity can help improve the performance of anyone who works in health care. In this health care 101 course, you will learn how to better navigate your own system/organization, gain a general comprehension of the language of health care (and its many acronyms), and get an overview on the health care landscape. This course is intended for those who may have recently moved into health care from an outside industry or may just want an update on the U.S. health care system.
Each week, faculty will present two live webinars. The first webinar of the week will be focused on providing key content around that specific topic, and the second webinar is intended for short, informal Q&A. Find more information and register for the course at the Orientation to Health Care webpage.
SHSMD Online Course: Marketing & Digital Engagement Track – On-Demand
Access to all recorded Marketing & Digital Engagement sessions from SHSMD Connections 2023 (60-day access period).
The SHSMD Marketing & Digital Engagement Track provides on-demand access to key sessions from SHSMD Connections 2023, including overcoming biases in health care marketing, innovative referral marketing strategies, adapting marketing tactics in a disruptive health care landscape, creating transformative brands, and improving patient experiences through digital strategies. The course also covers topics like digital marketing for employee engagement, compliance with health care laws, and effective patient engagement methods. Learn more about this on-demand course and register here.
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.
 SHSMD 2024 Calendar of Health Observances & Recognition Days
SHSMD is pleased to bring you the 2024 Calendar of Health Observances & Recognition Days, sponsored by Baldwin Publishing. Yet another example of SHSMD's commitment to providing health care strategists with practical and timely resources, this calendar is designed to help you plan your 2024 community health events, internal and external communications, social media campaigns and more. The 2024 calendar is easy to navigate, interactive, and features over 230 health observances and recognition days
Download the calendar and start planning today!.
 Futurescan 2024 – Download Your Copy
"Futurescan 2024: Health Care Trends and Implications" is the latest installment of an annual guide published since 1999 by the American Hospital Association’s SHSMD in collaboration with ACHE. It's an essential strategic planning tool for hospital and health system leaders, featuring insights from eight subject matter experts on advancing health care in the U.S. Topics include managing Medicaid populations, addressing social determinants of health, sustainability strategies for climate change, lowering health care costs through technology and home-based care, and adapting to the evolving demands of the health care workforce. The edition includes perspectives on health care finance, population health, employer contracting, economics, Medicaid, and responsible innovation, all supported by data from a national survey of hospital and health system leaders.
Learn more and download your copy of Futurescan 2024 today!
To search for other resources free to members, visit the SHSMD Resource Library.
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