SHSMD Podcast Rapid Insights for Health Care Marketers, Planners, and Communicators

diving-deeper-into-2025-trends-genai-influencer-marketing-healthcare-retailization — **Diving Deeper Into 2025 Trends: GenAI, Influencer Marketing & Healthcare Retailization** Dec 06, 2024
In 2025, three trends are poised to shift healthcare marketing significantly: GenAI, influencer marketing, and the “retailization” of healthcare. In this webinar, healthcare experts Erin Killion and Jenn Dixon from Goodway Group will dive into these trends, what they mean for your healthcare organization, and strategic ways you can capitalize on each trend in your marketing campaigns this upcoming year. Join us to learn how to leverage cutting-edge marketing methods to spearhead growth in 2025.

women-in-leadership-keeli-john — **Women in Leadership: Keeli John** Dec 05, 2024
The Women in Leadership series explores the life and career path of women in health care leadership roles. In this episode, we spotlight Keeli John, Corporate Director of Planning, Design & Construction for Emory Healthcare.

rural-healthcare-roundtable — **Rural Healthcare Roundtable** Nov 22, 2024
Join Sara Meyer, Khrista Boster, and Diane Markham as they discuss their Rural Marketing Group.

shsmd-rising-star-award — **SHSMD Rising Star Award; Tim McMahon** Nov 19, 2024
Meet Tim McMahon, one of SHSMD's 2024 Rising Stars.

shsmd-rising-star-award-rachel-j-lott — **SHSMD Rising Star Award: Rachel J. Lott** Nov 19, 2024
Meet Rachel Lott, one of SHSMD's Rising Star Awardees.

how-to-find-the-right-patients-when-viewership-is-so-fragmented — **How to Find The Right Patients When Viewership Is So Fragmented** Nov 11, 2024
Today’s media landscape presents a challenge for health care marketers. The expanding multiscreen landscape has dramatically altered the TV audience experience. For advertisers, this creates troubling impression fragmentation, preventing most campaigns from gathering a critical mass of viewer attention. But there are solutions. We can rein in fragmentation by simplifying audience aggregation and increasing focus on outcomes. Join us as Jeanette Geer, Sr. Director of Category Sales – Healthcare of Spectrum Reach tells us how focusing on outcomes, following data, and reaching health care audiences where they spend their time, you can harness the chaos.

designing-ambulatory-pricing-strategies-in-a-competitive-marketplace — **Designing Ambulatory Pricing Strategies in a Competitive Marketplace** Oct 10, 2024
Dan Clarin of Kaufman Hall discusses the industry's shift to ambulatory care, highlighting pricing and cost in the context of expanding surgery and imaging capacities and third-party partnerships.

the-future-of-shsmd-evan-williams — **The Future of SHSMD: Evan Williams** Oct 10, 2024
Join us as we learn more about the new Executive Director of SHSMD, Evan Williams! Evan is a seasoned association leader and Certified Association Executive (CAE) who has a strong focus on strategic initiatives, fostering innovation and enhancing member engagement. Tune in to learn about what drew Evan to work with SHSMD, what his goals for his first year are, and more.

becoming-the-ceo-of-your-life — **Becoming the CEO of Your Life** Oct 04, 2024
Tune in as we discuss how to transform your life by identifying your passion, finding focus, and defining your path, empowering you to seize control and unlock your full potential.

building-morale-metrics-and-community-ties-with-a-creative-communications-program — **Building Morale, Metrics, and Community Ties with a Creative Communications Program** Sep 20, 2024
Despite COVID-19 challenges, Mount Nittany Health's communications team revitalized corporate culture through enhanced Intranet content, a positive media campaign, and employee recognition programs. Their efforts doubled Intranet engagement, generated over 300 positive media stories, and boosted employee satisfaction, healthcare quality, and recruitment.

bringing-segments-to-life-with-personas-and-ai — **Bringing Segments to Life with Personas and AI** Aug 23, 2024
John McKeever and Stacey Mueller discuss Froedtert Health's work on psychographic segmentation. With just one year of experience working with the consumer personas they created, the organization has achieved some key learnings and developed a roadmap of use cases and integration opportunities.

the-critical-role-of-leadership-development-to-unlock-greater-well-being-at-work — **The Critical Role of Leadership Development to Unlock Greater Well-Being at Work** Jul 26, 2024
Explore how effective leadership skills can improve workforce mental health and well-being, highlighting OhioHealth's Leadership Academy as a successful model for supporting employee well-being and guiding other organizations through change and disruption.

advancing-health-care-policy-and-telling-the-hospital-story — **Advancing Health Care Policy and Telling the Hospital Story** Jul 12, 2024
American Hospital Association leaders discuss the current Washington, D.C., landscape including implications of the national election, the ongoing advocacy agenda impacting hospitals, grassroots efforts for hospital leaders and staff using storytelling to advance public policy discussions.

social-media-healthcare-heroes-a-dynamic-duo — **Social Media + Healthcare Heroes: A Dynamic Duo** Jun 28, 2024
Carley Weinstein provides insights on using social media to honor healthcare heroes and support organizational goals, focusing on staff spotlights, diverse campaigns, and cross-functional collaboration for maximum impact.

how-we-built-a-thought-leadership-engine-to-amplify-a-rural-health-care-system — **How We Built a Thought Leadership Engine to Amplify a Rural Health Care System** Jun 25, 2024
Join us as we delve into ECU Health’s journey to becoming the national model for rural health and wellness through thought leadership, exploring its definition, tangibility, and timeline. Jason and Laura will share how we built understanding and gained senior leader buy-in, supported their online presence, and amplified our vision and strategy through their voices on a nationwide scale.

women-in-leadership-julie-a-freischlag — **Women in Leadership: Julie A. Freischlag** Jun 10, 2024
The Women in Leadership series explores the life and career path of women in health care leadership roles. In this episode, we spotlight Julie A. Freischlag, whose distinguished career as a surgeon paved the way to multiple chief surgery positions, ultimately leading to her current role as CEO of Wake Forest Baptist Health.

thriving-against-the-odds-using-super-charged-engagement-to-navigate-the-path-to-rural-hospital-sustainability — **Thriving Against the Odds: Using Super-Charged Engagement to Navigate the Path to Rural Hospital Sustainability** May 31, 2024
David Schreiner, CEO of Katherine Shaw Bethea Hospital discusses strategies for building a culture of care and high performance, inspiring leaders to be the best part of their stakeholders' day.

get-beyond-calling-it-ai-and-explore-how-to-use-smart-technologies-to-innovate — **Get Beyond Calling it “AI” and Explore How to Use Smart Technologies to Innovate** May 17, 2024
Roberta Levy Schwartz, Ph.D., FACHE, Chief Innovation Officer of Houston Methodist hospital system, discusses the transformative power of emerging digital technologies in healthcare. From AI to telemedicine, these innovations are reshaping the future of hospitals and streamlining daily operations, while tackling the challenges of healthcare marketing, communication, and strategic planning.

the-future-of-population-and-public-health — **The Future of Population and Public Health** May 07, 2024
Dr. David Ansell discusses how the future of population and public health will be examined within health care as a starting point, and then out to the community to examine public health intersects in the next five years.

aidan-hettler-the-24-year-ceo-of-a-colorado-hospital — **Aidan Hettler, the 24-year CEO of a Colorado Hospital** May 02, 2024
Aidan Hettler, a 24-year-old CSU College of Business graduate, recently assumed the role of CEO at Sedgwick County Health Center, overseeing critical healthcare facilities serving rural Colorado and Nebraska. Despite his youth, Hettler embraces the challenge of providing essential services to communities with limited healthcare access. Under his leadership, SCHC aims to thrive, prioritizing employee engagement and elevating care standards. Hettler's journey from recent graduate to CEO underscores the potential of seizing unexpected opportunities.

addressing-the-absence-of-diverse-participation-in-clinical-trials-case-study — **Addressing the Absence of Diverse Participation in Clinical Trials (Case Study)** May 01, 2024
Join Benjamin as he shares insights into the Mayo Clinic's efforts to enhance diversity in clinical trials through community partnerships and innovative approaches like leveraging market research and AI to break down cultural barriers. Benjamin's case study, first presented at SHSMD's Public Relations and Communications course in 2023, will highlight the progress made and lessons learned.

women-in-leadership-christine-alvero — **Women in Leadership: Christine Alvero** Mar 13, 2024
The Women in Leadership series explores the life and career path of women in health care leadership roles. Learn how Christine Alvero, DPT, MBA, FACHE went from athletic trainer to Vice President of Hospital Operations.

strengthening-risk-communications-mitigating-misinformation-in-health-care-emergency-management — **Strengthening Risk Communications & Mitigating Misinformation in Health Care Emergency Management** Feb 23, 2024
Suzanne Hendery, Chief Marketing and Customer Officer at Renown Health and SHSMD Board Member; and Alan Shoebridge, Associate Vice President, National Communications Providence and SHSMD President, discuss their impressive session from the 2023 AHA Leadership Summit.

redesigning-work-while-meeting-the-demands-of-the-workforce — **Redesigning Work While Meeting the Demands of the Workforce** Feb 13, 2024
Health care leaders are taking steps to redesign work in creative ways to achieve greater efficiency in an environment that provides for greater virtualization of care and work, allowing greater customization to meet workforce demands, and ensuring that workers operate at the top of their license. Joanne Conroy discusses how Dartmouth Health and others are addressing today's workforce challenges.

building-an-effective-research-and-innovation-hub-within-a-community-based-health-system — **Building an Effective Research and Innovation Hub Within a Community-Based Health System** Feb 09, 2024
Stephen Behm of Bon Secours Mercy Health and Raena Zupan of Futurety discuss how Bon Secours Mercy Health changed its culture, developed new products, and attract, retain, and support visionary clinicians.

women-in-leadership-aimee-keller-pickford — **Women in Leadership: Aimee Keller-Pickford** Dec 12, 2023
The Women in Leadership series explores the life and career path of women in health care leadership roles. Learn how Aimee Keller-Pickford grew from front-line manager to Chief Operating Officer at AdventHealth in Altamonte Springs, FL.

embracing-privacy-as-a-competitive-edge-in-healthcare-marketing — **Embracing Privacy as a Competitive Edge in Healthcare Marketing** Dec 11, 2023
Health care marketing has never been more challenging. From navigating HIPAA compliance to keeping up-to-date with the latest marketing technologies, health care marketers must constantly adapt to a rapidly evolving landscape. This podcast episode addresses these challenges head-on. Ray Mina, Freshpaint’s Head of Marketing, will dive into how health care marketers can turn the challenge of privacy into a strategic advantage. By embracing a privacy-first approach to health care marketing, marketers will actually be able to unlock high-performance marketing tactics that have previously been off-limits. Doing that will put health care marketers ahead of their peers, allowing them to use privacy as a competitive advantage.

care-in-the-home-from-the-waiting-room-to-the-living-room — **Care in the Home: From the Waiting Room to the Living Room** Nov 30, 2023
Hospital at Home: The practice of making house calls may seem like a quaint and nostalgic concept, but it is quickly becoming one of the most disruptive solutions for advancing health care in the United States. Scott Rissmiller, MD of Atrium Health outlines how his Atrium is advancing in this area.

women-in-leadership-morgan-jones — **Women in Leadership: Morgan Jones** Nov 29, 2023
The Women in Leadership series explores the life and career path of women in health care leadership roles. Listen to hear Morgan Jones’s journey to becoming VP of Strategic Planning & Business Development at Duke Health.

adam-tiedt-shsmd-rising-star-awardee — **Adam Tiedt | SHSMD Rising Star Awardee** Nov 17, 2023
Adam Tiedt is one of 13 SHSMD Rising Star Awardees. The SHSMD Rising Star recognizes health care strategy professionals under the age of 40 who have demonstrated outstanding promise in their respective fields. This recognition shines a spotlight on SHSMD members who have made or are on their way to making significant contributions to their profession and the SHSMD membership.

nick-hanson-shsmd-rising-star-awardee — **Nick Hanson | SHSMD Rising Star Awardee** Nov 15, 2023
Nick Hanson is one of 13 SHSMD Rising Star Awardees. The SHSMD Rising Star recognizes health care strategy professionals under the age of 40 who have demonstrated outstanding promise in their respective fields. This recognition shines a spotlight on SHSMD members who have made or are on their way to making significant contributions to their profession and the SHSMD membership.

kristina-schiller-chaki-shsmd-rising-star-awardee — **Kristina Schiller-Chaki | SHSMD Rising Star Awardee** Nov 14, 2023
Kristina Schiller-Chaki is one of 13 SHSMD Rising Star Awardees. The SHSMD Rising Star recognizes health care strategy professionals under the age of 40 who have demonstrated outstanding promise in their respective fields. This recognition shines a spotlight on SHSMD members who have made or are on their way to making significant contributions to their profession and the SHSMD membership.

sarah-murlin-shsmd-rising-star-awardee — **Sarah Murlin | SHSMD Rising Star Awardee** Nov 14, 2023
Sarah Murlin is one of 13 SHSMD Rising Star Awardees. The SHSMD Rising Star recognizes health care strategy professionals under the age of 40 who have demonstrated outstanding promise in their respective fields. This recognition shines a spotlight on SHSMD members who have made or are on their way to making significant contributions to their profession and the SHSMD membership.

advancing-your-strategic-plan-actionable-insights-to-create-value — **Advancing Your Strategic Plan: Actionable Insights to Create Value** Nov 10, 2023
David Grandy, Kaiser Permanente's National VP of Innovation, discusses how value creation and value capture, market forces, behavioral insights and competitive asymmetries form the basis of modern strategy.

bilingual-strategy-communications-communicating-with-a-diverse-audience — **Bilingual Strategy Communications: Communicating With A Diverse Audience** Nov 03, 2023
Claudia Otero, Community Outreach Lead from Salinas Valley Health, shares insights on how to develop a messaging strategy to serve bi-lingual audiences.

rolling-with-the-punches-managing-tough-marcom-budget-decisions-during-challenging-times — **Rolling with the Punches – Managing Tough MarCom Budget Decisions During Challenging Times** Oct 27, 2023
Marketing and communications leaders are being hit with all kinds of budgetary decisions – forcing them to defend, dodge, or even throw in the towel. Julia Yoder (Brookings Health System), Amy Comeau (Emory Healthcare) and Sonal Ellison (Endeavor Management) discuss how marketing leaders are getting scrappy using data (and other punches) to get keep their marketing objective afloat.

the-first-phone-call-where-marketing-plans-die-in-4-seconds-flat — **The First Phone Call – Where Marketing Plans Die in 4 Seconds Flat** Oct 20, 2023
Carolyn Cook of MedStar Medical Group and Kristin Baird of the Baird Group discuss how they made the phone experience an important element of its strategic focus by prioritizing and spotlighting key analytics to improve the experience.

lessons-learned-academic-medical-centers-acquiring-community-hospitals — **Lessons Learned: Academic Medical Centers Acquiring Community Hospitals** Oct 16, 2023
Anthony Powell, Knowledge Capital Group, and Eugene Hong, MUSC Heath, discuss the governance models and design principals used in acquiring community hospitals, as well as the issues and mitigations that arose in the effort to drive long term value and effectively manage the integration.

achieve-maximum-patient-engagement-through-connected-care — **Achieve Maximum Patient Engagement Through Connected Care** Oct 06, 2023
Jamey Shiels and Kelly Jo Golson of Advocate Aurora discuss how they use data, personalization and integrated digital health applications to delivery a personalize health and wellness journey for consumers that enhances engagement and improves health outcomes.

christine-albert-discusses-incoming-presidency-and-shsmd-connections — **Christine Albert Discusses Incoming Presidency and SHSMD Connections** Sep 26, 2023
Christine Albert Discusses her vision for her SHSMD Presidency as well as her conference session, "Never Let a Good Crisis Go to Waste: How Marketing and Communications is Leading Change and Impact"

culture-of-trust — **Culture of Trust** Sep 19, 2023
Jeff Goldsmith discusses how trust is foundational in health care relationships, whether it is between patients and their caregivers, among clinicians, or between clinicians and the institutions for which they work.

how-marketing-public-relations-can-help-advance-your-organization-s-health-equity-strategy — **How Marketing & Public Relations Can Help Advance Your Organization’s Health Equity Strategy** Sep 08, 2023
Lindsay Cosimano joins the podcast to discuss health equity, which has become a pressing concern for patients, as they often encounter unequal care due to the healthcare system's failure to meet their clinical and social needs. Lindsay discusses how marketing and PR can play a role in tackling health equity.

referral-marketing-a-team-based-approach-in-the-b2b-space — **Referral Marketing: A Team-Based Approach in the B2B Space** Sep 01, 2023
Join us for an insightful podcast featuring Loren Farquhar and Shelly Caldrello as they discuss Phoenix Children's innovative approach to growing their pediatric service line through referrals. Discover how a combined effort from marketing, physician relations, and the clinical team can lead to successful B2B strategies and best practices that you can apply to enhance your own service line marketing. Learn how to foster strong relationships within your organization to amplify your referral marketing efforts and replicate the success of Phoenix Children's.

growth-for-scale-ownership-different-options-to-develop-partnerships — **Growth for Scale & Ownership: Different Options to Develop Partnerships** Aug 25, 2023
Gregory Calosso of Dana-Farber Cancer institute discusses the varying models of partnerships and discusses the pros, cons, and learnings that his organization has experienced in performing partnerships throughout the Northeast and they have ventured into new markets including in the Midwest.

christine-gallery-2023-shsmd-leadership-excellence-award-recipient — **Christine Gallery | 2023 SHSMD Leadership Excellence Award Recipient** Aug 18, 2023
SHSMD is honored to bestow the 2023 Leadership Excellence Award to Christine Gallery. Christine’s commitment to the strategy professions is illuminated by her service on the SHSMD board, her SHSMD board presidency, and her participation on a variety of committees including Executive Committee, Nominating Committee and Physician Strategies Committee.

digital-equity-inclusion-in-healthcare-designing-a-systematic-approach — **Digital Equity & Inclusion in Healthcare: Designing a Systematic Approach** Aug 18, 2023
Caroline Franz discusses what Kaiser Permanente learned about digital equity through leveraging their own data sets, assessments, research.

inside-out-how-u-of-u-health-engaged-internal-and-external-audiences-in-the-age-of-disinformation — **Inside Out: How U of U Health Engaged Internal and External Audiences in the Age of Disinformation** Aug 11, 2023
It's the age of misinformation, disinformation and a time when, internally and externally, a glut of bad information can be found at your fingertips. How do you ensure patients and employees can sort fact from fiction in order to find reliable information and make good healthcare decisions? During this session, you'll find out how U of U Health grappled with this issue during Covid-19, and how those critical years shaped a communications strategy -- from the inside out -- that has built a foundation of trust among patients, faculty and staff.

achieving-ai-s-promise-transformative-power-to-shape-health-care-s-future — **Achieving AI’s Promise & Transformative Power to Shape Health Care’s Future** Aug 04, 2023
Join us as Laura Adams, Special Advisor at National Academy of Medicine, guides us into the world of AI in health care. Discover the transformative power of AI and the ethical considerations surrounding its applications, including ChatGPT4. Gain valuable insights into the opportunities and challenges AI presents to health care professionals, envisioning a future where AI revolutionizes person-centered care.

the-evolving-role-of-ai-in-enhancing-clinical-care-and-business-operations — **The Evolving Role of AI in Enhancing Clinical Care and Business Operations** Jul 18, 2023
The popularity of artificial intelligence (AI) will likely continue to grow, especially for the use of advancing clinical care and streamlining the business of healthcare. Dr. Juan C. Rojas discusses questions around safety, impact, and how growth in this area will impact future regulations.

how-to-use-your-patient-experience-tech-to-improve-staff-retention — **How to Use Your Patient Experience Tech to Improve Staff Retention** Jul 05, 2023
Staff experience is front and center in health care right now. Burnout and turnover are as high as they have ever been, and it is one of the causes of ongoing negative margins for many health systems. Thirty-nine percent of health care employees are considering leaving their jobs according to Qualtrics, and one in five physicians are planning to leave in the next two years according to the AMA. This turnover is expensive both in terms of the cost of replacing employees and in the impact on patients. When staff are unhappy and disengaged, it impacts patient experience and retention as well. The renewed focus on staff will not only help retain employees but also patients. And, existing patient experience technology may be one of the solutions. Why? Because some of the challenges are the same. For example, putting all the staff facing technology into a seamless mobile platform can have the same benefits for staff that it has for patients, making it easier to access the tools they need to do their job and navigate complex health systems. Listen to this discussion to find out how patient engagement tools can be used to create similar benefits for staff.

can-we-just-put-the-old-one-back-sustaining-a-consumer-focused-content-strategy — **"Can We Just Put The Old One Back?" Sustaining a Consumer-Focused Content Strategy** Jul 05, 2023
Unlocking new patient acquisition required rearchitecting the CHRISTUS Health website to meet the needs of the consumer and overcoming years of internally focused content. This session 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, it focuses on strategies to overcome a sustained onslaught of negative physician and administration feedback and vigorously defend a consumer-focused content strategy.

building-an-integrated-system-strategy-from-the-middle-out — **Building an Integrated System Strategy from the Middle-Out** Jul 05, 2023
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.

building-a-thought-leadership-program-preparing-your-leaders-for-the-big-stage — **Building a Thought Leadership Program: Preparing Your Leaders for the Big Stage** Jul 04, 2023
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.

data-analytics-using-tools-to-tell-a-story — **Data Analytics: Using Tools to Tell a Story** Jun 30, 2023
It is important for health care strategists to build visualizations and stories out of the data and information they use each day. Hear best practices for using tools to conceptualize the meaning of the data and information you have in order to produce relevant insights, stories and visualizations that resonate with your audiences.

sparking-creativity-live-with-wonder-wisdom-and-whimsy — **Sparking Creativity: Live With Wonder, Wisdom, and Whimsy** Jun 07, 2023
Brad Montague encourages us to all do our small part to make the world a better place through joyful rebellion, connection with others, and re-sparking our purpose both in our daily lives and roles in health care.

unlocking-the-power-of-data-as-a-healthcare-marketer — **Unlocking the Power of Data as a Healthcare Marketer** May 10, 2023
The podcast will educate healthcare marketers about how they can improve their media effectiveness by leveraging customer data to create impactful marketing strategies that drive results.
By the end of this webinar, participants will be able to evaluate data and key insights to help strengthen marketing strategies and help marketer identify ways to target effectively consumers due to HIPAA regulations.

women-in-leadership-lindsey-petrini — **Women in Leadership: Lindsey Petrini** Mar 08, 2023
The Women in Leadership series explores the life and career path of women in health care leadership roles. Learn how Lindsey Petrini was able to grow into a COO role through so many transitions, including the transition from a for-profit to a not for profit system.

crm-agnostic-roi-is-possible — **CRM Agnostic ROI is POSSIBLE** Dec 15, 2022
In an industry that is now riddled with hospitals and health systems disenfranchised and underserved by CRM companies that have over promised and under delivered, it's time to start reimagining Digital Marketing. More than 50% of hospitals expect to have negative margins this year compared to pre-pandemic, so how do we work smarter with fewer resources while not compromising the ability to show true undeniable ROI? Learn from Becky Imbimbo, Digital Health Consultant with DeliverHealth that specializes in ROI analysis for Digital Marketing.
What you'll learn in this podcast:
How to develop an ROI analysis practice/strategy, even without a CRM
What is the TRUE definition of ROI in healthcare digital marketing
How to leverage, structure and democratize data to drive better decisions

sparking-change-health-care-strategy-market-development-week-2022-flood-103 — **Sparking Change: Health Care Strategy & Market Development Week 2022/ Flood 103** Dec 15, 2022
We asked two of our SHSMD member all-stars who have made great contributions to both their field and to SHSMD, "How have you sparked change?"
Hear what they had to say about sparking change in their career, organization and membership communities and what their advice is for those entering the field.

wakemed-shares-secrets-to-success-for-creating-a-digital-patient-companion — **WakeMed Shares Secrets to Success for Creating a Digital Patient Companion** Dec 01, 2022
When WakeMed Health & Hospitals sought to transform its digital front door strategy, leaders knew they wanted to create a true “digital companion” for consumers. In this session, find out how WakeMed found the right digital health platform and partner, developed an all-access digital engagement strategy, and engaged employees to build its platform and achieve measurable results, including over 9,000 active users a month and 250,000 sessions a year.

defining-and-prioritizing-dei-strategy-communications-plans — **Defining and Prioritizing DEI Strategy & Communications Plans** Dec 01, 2022
Join Camille Strickland as she gives insights into addressing diversity, equity, and inclusion in your organization’s strategy and communications plans, as discussed at SHSMD’s June member meetup. Hear how she’s seeing service line leaders, primary care practice teams, and system population health teams ban together to address access to care barriers.

why-mobile-strategy-matters-for-marketing-in-healthcare — **Why Mobile Strategy Matters for Marketing in Healthcare** Nov 16, 2022
At SHSMD 22, there were many conversations about patient experience, including one Executive Dialog that focused in on human centered design and how to really reach all your healthcare consumer audiences and meet their needs. One of the important aspects of meeting patients where they are is mobile. Most healthcare journeys today start with an online search, and mobile search is outpacing desktop and growing everyday. In addition, 60% of Americans say they want the same consumer experience in healthcare that they get in other areas of their lives. Most other industries have already doubled down on mobile experience. Marketing can lead the way in mobile strategy by building collaboration, engaging the community, and showing how mobile engagement can drive broader business goals. In this podcast, you'll learn: 1. How other healthcare executives are thinking about mobile; 2. What to prioritize in your mobile strategy to drive the greatest success; 3. How to avoid mistakes others have made that resulted in poor adoption; 4. How to measure the ROI of mobile.

leadership-awardee-2022 — **SHSMD Leadership Excellence Award Highlight – Rose Glenn** Nov 11, 2022
SHSMD’s Leadership Excellence award honors outstanding leaders who have contributed to the field of health care strategy. Recipients are individuals who are truly exemplars of the strategy professions and can demonstrate a career of stellar achievement.
Join Rose Glenn, a 2022 leadership excellence awardee, as she discusses her career and some of her most memorable moments that helped her get to where she is today.

shsmd-leadership-excellence-award-highlight-ruth-portacci — **SHSMD Leadership Excellence Award Highlight – Ruth Portacci** Nov 09, 2022
SHSMD’s Leadership Excellence award honors outstanding leaders who have contributed to the field of health care strategy. Recipients are individuals who are truly exemplars of the strategy professions and can demonstrate a career of stellar achievement.
Join Ruth Portacci, a 2022 leadership excellence awardee, as she discusses her career and some of her most memorable moments that helped her get to where she is today.

today-s-disruptors-in-health-care — **Today's Disruptors in Health Care** Nov 01, 2022
The nature of competition in health care is one that has evolved over time. When hospitals and health systems began cost-shifting in the early 1980s, the concept of an “ideal patient” who generated generous reimbursement provided the impetus for providers to vie for the same profitable consumers. Times have changed, and the competitive landscape is very different now.
According to the latest Futurescan survey, the loss of market share is something health care executives already see on the horizon. Two thirds of respondents said that it was “likely” or very likely” that by 2028, their hospital or health system will lose at least 5 percent of their market share to disruptors that are not in their market today. Another nine percent said this was already happening in their marketplace. Join Sam Glick as he discusses how health care executives can mitigate the encroachment of multiple new competitors in their marketplace by rethinking the traditional legacy model of health system services provision and reimbursement.

new-thinking-on-workplace-flexibility-so-the-great-resignation-doesn-t-leave-you-in-the-dust — **New Thinking on Workplace Flexibility So the Great Resignation Doesn’t Leave You in the Dust!** Oct 25, 2022
The pandemic has created massive change in what American workers are looking for in a career. The number of workers quitting jobs vaulted to 4.5 million in November 2021, above the prior record of 4.4 million reached in September, according to the U.S. Labor Department. That means 3% of workers voluntarily left their positions.
The healthcare industry is facing these same challenges. Understanding the mindset of employees and the different needs and perspectives of those at various points in their careers can help a leader rethink their workplace models and retain talent. Is it critical to have everyone in the office eight to nine hours a day? How can a leader successfully engage his/her team if they are only on Zoom? If there’s no opportunity for flexibility, will most staff leave? Do different age groups and disciplines have different thinking about this?

shsmd-leadership-roundtable-guiding-and-developing-teams-during-turbulent-times — **SHSMD Leadership Roundtable: Guiding and Developing Teams During Turbulent Times** Oct 19, 2022
The last two years have been a difficult time for recruiting and retaining employees for health care organizations. Similar challenges have extended to those who are leading marketing, communication and strategic planning functions. This conversation – featuring senior leaders from the SHSMD board – will discuss how you can act now to ensure that your team is prepared to thrive during what’s likely to be an unpredictable future. Our discussion will also focus on how leaders can ensure that their own career development stays in focus and on track.

How Health Care Marketers Can Impact Stigma Oct 19, 2022

Stigma in healthcare often prevents patients from getting the care that they need. Healthcare marketers can positively or negatively impact this stigma through their work depending on the language, visuals and tone they use. Hear from experts at Hazelden Betty Ford Foundation and the American Lung Association about how they are smashing stigma in addiction and mental health as well as smoking related lung disease.

content-strategy-is-business-strategy-crafting-a-content-dashboard-for-your-c-suite — **Content Strategy IS Business Strategy: Crafting a Content Dashboard for your C-suite** Oct 05, 2022
Ready to craft a content dashboard that your CMO and CFO care about? You'll receive a Content and Business Strategy template that illustrates the benefits of treating your content strategy as the mission-critical business strategy it is. Bring your leaders the data they need to understand how the visibility, promotion and engagement of your content creates business growth and loyalty. Before you complete your data discovery, data storytelling, data integration and data visualization, you need to start with executive alignment. If you can't answer these five questions, this session is for you: 1) How does my content strategy impact the customer journey? 2) How do I align my content strategy with our business strategy? 3) How do I identify gaps? 4) How does my content strategy impact organizational growth and loyalty? 5) What's the one KPI on the content dashboard my C-Suite cares about?
Bring your leaders the data they need to understand how the visibility, promotion and engagement of your content creates business growth and loyalty.

primary-care-transformation-planning-within-an-integrated-delivery-system — **Primary Care Transformation Planning within an Integrated Delivery System** Oct 05, 2022
The changing health care environment, combined with a newly created Primary Care Service Line structure for WellSpan Health, created a fresh opportunity to engage new leaders in the development of a 3-year primary care plan. Please join us as we share the approach the healthcare strategy team designed to engage key stakeholder groups across the organization to develop a transformational primary care plan within the integrated delivery system.

liberating-the-consumer-identity-to-drive-engagement-transform-outcomes — **Liberating the Consumer Identity to Drive Engagement & Transform Outcomes** Oct 05, 2022
The patient experience has become increasingly disconnected, and the growing number of new consumer-facing features makes it difficult for consumers to manage their health and wellness. In addition, having multiple username and passwords complicates access and keeps critical data disconnected and forces consumers to seek care from disparate systems.
Join Advocate Aurora Health as they demonstrate how the creation of LiveWell, an integrated platform that includes a consumer identity management system, has simplified the consumer experience and achieved over 1M downloads, increased engagement with health and wellness features over 450%, delivered over 800,000 virtual visits and improved outcomes for key populations.

our-needs-have-changed-thriving-with-post-pandemic-mentorship — **Our Needs Have Changed: Thriving with Post-Pandemic Mentorship** Aug 30, 2022
Although mentorship took a pause for many professionals during the pandemic, now is a great time to revisit this essential relationship. Challenges created by marketplace disruption and remote work, and career disconnection and anxiety, are common issues plaguing marketers. In this session, a healthcare marketing executive and a marketing manager in SHSMD's mentorship program bring their experiences full circle to discuss new methods to not only survive but thrive professionally and personally.

assertive-communication-for-healthcare-leaders — **Assertive Communication for Healthcare Leaders** Aug 09, 2022
Communication skills are vital to your success as a healthcare leader and are potentially the biggest stumbling blocks you will encounter. This podcast will help participants understand how attentive listening impacts the extent to which we, ourselves, are heard. Participants will learn the motivation behind passive, assertive and aggressive behavior. Also discussed is, how our thoughts about others impact our emotional state and behavior toward them, as well as our tone of voice and body language.

designing-for-the-post-pandemic-future-modernizing-space-to-promote-safety-efficiency-and-agility — **Designing for the Post-Pandemic Future: Modernizing Space to Promote Safety, Efficiency, and Agility** Aug 07, 2022
The pandemic highlighted the need for health systems to be ready for anything and as nimble as possible. In order to become a highly flexible and adaptable health system or hospital, we need to think carefully about designing our facilities for the future (and the unknowns). In this session, two members of MaineHealth’s Strategic Planning team will discuss recent approaches to facility planning efforts post-pandemic.

diversity-equity-and-inclusion-global-perspective — **Diversity, Equity and Inclusion: Global Perspective** Jul 28, 2022
In the wake of the pandemic and recent social justice movements, more and more health care leaders are addressing issues of racism and bias. Highly motivated health systems are using disaggregated data to identify opportunities for improving care and find trends and common denominators among certain populations. Dr. Mary “Toni” Flowers, Chief Diversity And Social Responsibility Officer at LCMC Health and subject matter expert featured in SHSMD’s Futurescan 2023-2028 Health Care Trends & Implications publication, discusses how it is important to study all data sets so that everyone gets great care. She elaborates on the difference between health disparity and health care disparity and how collaboration is critical to addressing health disparities. Fostering diversity and inclusion is becoming part of the overall strategic plan for health systems, and that makes it within everyone’s scope of responsibility.

overwhelmed-how-to-work-love-play-when-no-one-has-the-time — **Overwhelmed: How to Work, Love & Play When No One Has the Time** Jul 21, 2022
Today many of us are caught up in a swirl of “Overwhelm,” for example Americans work among the longest hours of any advanced economy. We value busyness as a badge of honor. But, is all that time and attention we’re pouring into our jobs really ensuring the best and most innovative work? Much less a healthy and full life? That overwork culture is leading to burn out, stress, sickness and disengagement.
Drawing on her extensive research for her best-selling book and in her role as director of The Better Life Lab at New America, Brigid uses stories and data to show how transforming that outdated work culture, focusing on mission, performance, flexibility and healthy, happy workers, not only leads to better work, but allows time for a better life. Brigid is also a keynote speaker at the 2022 SHSMD Connections conference near Washington D.C.

docs-on-tiktok-mastering-clinical-edu-tainment — **Docs on TikTok: Mastering Clinical “Edu-tainment”** Jul 13, 2022
Northwestern Medicine launched their TikTok account in April of 2021, with a vaccine advocacy video that quickly went viral on the platform shortly after, and has continuously optimized their strategy since then. Over the past year, they’ve learned to efficiently create content that inspires and educates the Generation Z audience while still conforming with brand standards. Join Megan Augustyniak, Social Media Manager, Northwestern Medicine & Katie Hunter, Senior Creative Specialist, Northwestern Medicine as they share lessons learned from their journey of using utilizing TikTok.

how-to-be-the-queen-bey-of-engaging-internal-communications — **How to be the Queen Bey of Engaging Internal Communications** Jun 23, 2022
Healthcare systems are facing a crisis in retaining great employees and recruiting new ones. We’ll offer practical tools that can be implemented immediately to help you 'run the world' … or, at the least, lessen the load on your overworked colleagues, build camaraderie and strengthen your overall culture.

content-is-king — **Content is King** Jun 20, 2022
As the saying goes, “Content is king.” And that truth has never been more evident than during the COVID-19 pandemic. Hospitals and health systems with agile content strategies quickly became a trusted source of accurate, reliable information – transforming the greatest health threat of a generation into a community engagement and market differentiation opportunity. Now, as we emerge from the pandemic, what is your organization’s consumer engagement strategy? Are you poised to build upon the trust fostered over the past two years? In this session, learn how a community health system is leveraging digital content to drive engagement – and bottom-line results.

health-care-marketing-plans-communications-and-market-research — **Health Care Marketing Plans, Communications and Market Research** Jun 08, 2022
Rob Klein, David Marlowe and Joel English discuss highlights from the Health Care Marketing Plans, Communications and Market Research Intensive.

online-healthcare-communities-as-a-marketing-tool — **Online Healthcare Communities as a Marketing Tool** Mar 20, 2022
Creating communities online has the potential to change traditional hospital-patient relationships and/or contextualize service line marketing programs. Communities serve as early warning radar for hospital brands and the interactions within a community reveal sentiment, language, intensity and clues that can dramatically improve reach, resonance and performance of marketing campaigns.

facing-the-future-of-reputational-risk-for-hospitals-and-health-systems — **Facing the Future of Reputational Risk for Hospitals and Health Systems** Nov 15, 2021
In the coming decade, health systems will face four new and ominous reputational risks: political risk, value risk, expertise risk, and health gap risk. How you prepare for them now will shape your success over the coming years. For many health systems, this approach will be uncomfortable and require looking inward to better assess where they truly stand and develop a path forward.
With this in mind, Revive has developed a comprehensive 2030 Reputational Risk audit and roadmap to help your organization understand and plan for these new risks, and develop a platform to proactively address them before you face crises. Doing so now will allow health systems to be on the front foot as attention on these four areas accelerates.
Revive is an agency that works with brands who lead the way in health – brands that are driving transformation, making things better, shaping the future of health. They deliver success by building brand, marketing, advertising, and communications solutions that are both effective today, and will prepare our clients for tomorrow.

five-potent-predictions-reshaping-how-consumers-engage-healthcare — **Five Potent Predictions Reshaping How Consumers Engage Healthcare** Nov 15, 2021
Based on Joe Public 2030 book, there are five key ways consumer health engagement may change over the coming decade, covering everything from AI and personal monitoring to consumerism, new competition, the politicization of healthcare, and growing health disparities. The book makes five bold predictions about that future, which range from exciting and promising to ominous and discouraging.
Based on insights developed by a team of researchers, strategists, and futurists at Revive, the five core predictions are supported by more than 250 resource citations and input from 22 industry experts who were interviewed for the book, including health system CEOs, venture capitalists, entrepreneurs, and physicians. For example, contributors include the CEOs of Geisinger and Henry Ford Health System, the head of the healthcare sector at Bain Capital, the founder of Sesame Health (and current board chair for the Leapfrog Group), the head of brand at CVS Health, and the CMOs at Cleveland Clinic, Mercy Bon Secours, Johns Hopkins, Cincinnati Children’s and Intermountain. The purpose of the book is to spark conversation about how the future of health and healthcare in the U.S. might emerge, and how individuals and organizations might want to prepare for – or even change – that future.

the-leaders-guide-to-earning-your-seat-in-the-c-suite — **The Leaders' Guide to Earning Your Seat in the C-Suite** Oct 31, 2021

the-financial-impact-of-your-strategic-initiatives — **The Financial Impact of Your Strategic Initiatives** Oct 24, 2021
Craig Holm and Kurt Barwis are presenting a 50-minute concurrent session at this year's SHSMD Connections in person annual conference on the STRATEGIC PLANNING & BUSINESS DEVELOPMENT Track, held in San Antonio, September 19-21.
Traditionally, strategic planning is completed with high level financial analysis. For some organizations, the deeper financial dive has become necessary with a merger of sorts between a Strategic and Financial Plan. The Strategic and Financial Plan incorporates two interdependent processes. This presentation will provide a high level description of the process involved as well as a case study of an organization that set out on this path, including the opportunities and challenges that were identified along the way.

the-road-to-becoming-a-digital-marketing-leader-starts-with-your-team — **The Road to Becoming a Digital Marketing Leader Starts with Your Team** Sep 29, 2021
Reimaging an organization’s digital marketing strategy is exciting. But it requires a thoughtful look at one of your biggest resources – your team. Attend this session and learn how UC San Diego Health, poised to implement a new digital marketing strategic roadmap, first invested in deep analysis of their current staffing and team structure, defining and comparing current roles and responsibilities against future needs and creating a plan for success.
SHSMD Connections 2021 Virtual runs October 19-21. Register today!

keynote-reimagining-diversity-inclusion-a-pathway-to-courageous-conversations — **KEYNOTE - Reimagining Diversity & Inclusion: A Pathway to Courageous Conversations** Sep 29, 2021
Has anyone ever calculated the total cost of discrimination in the workplace? Derreck tackles the subject head-on by sharing how his organization found itself grappling with the issue. He will guide you through an examination of how diversity and inclusion problems impact your corporate bottom line. From long-term harm to your brand and weakened stock prices to negative perceptions within the community, Derreck reveals the potential savings that come about when employees understand the cost of discrimination and the value of their fellow employees. He illustrates with eye-opening examples, how our upbringing and unconscious biases can become a net negative to organizational growth and have a negative impact on the bottom-line. The end goal of Derreck’s presentation is to birth into the bloodstream of the company’s culture what he calls a “Corporate Moral Aptitude,” an intriguing notion similar to Emotional I.
SHSMD Connections 2021 Virtual runs October 19-21. Register today!

the-importance-of-patient-engagement-on-achieving-positive-health — **The Importance of Patient Engagement on Achieving Positive Health** Sep 29, 2021
Jack Vance, Vice President for Digital Strategy and Marketing Technology delivering a best-in-class client experience across multiple channels discusses why he believes that better patient experiences leads to better outcomes.
“I’m always leveraging marketing data and ROI to better understand how to drive traffic, create revenue-positive programs, and increase customer engagement.”
https://www.mercuryhealthcare.com/

spark-inspiration-how-st-charles-uses-videos-for-next-level-employee-engagement — **Spark Inspiration: How St. Charles Uses Videos for Next Level Employee Engagement** Sep 29, 2021
With four hospitals, more than 4,600 employees and a 38,000-square-mile service area, keeping employees engaged and connected is a special kind of challenge for St. Charles Health System in Central Oregon. But by pairing an already impactful in-house video program with a successful engagement platform, we were able to achieve 90% employee enrollment in the first eight months. St. Charles Sparks was born in October 2020, intentionally pushed forward in the midst of the COVID-19 pandemic to give our caregivers a source of gratitude and inspiration during a very difficult season.
Through the Sparks program, employees gain points by watching and sharing videos. They also earn points for reaching milestone work anniversaries. Spark points are then cashed in for branded apparel and merchandise, much of it from local vendors! Employees are well-educated and inspired by the work that is happening and they go into the community wearing St. Charles gear and sharing our story. It's a win for all involved! In this session, we’ll share the ins and outs of St. Charles Sparks - what we learned before, during and after launching this hugely popular program.
SHSMD Connections 2021 Virtual runs October 19-21. Register today!

responding-to-an-active-shooter-incident — **Responding to an Active Shooter Incident** Sep 29, 2021
It’s a hospital CEO’s worst nightmare, the call that tells them that multiple members of their team have been gunned down by an active shooter. Shock and anger engulf not only the community where it took place, but the entire workplace as colleagues mourn the loss of their friends. Crisis experts Bob McNaney and Brian Ellis who recently helped Allina Health with their active shooter incident will walk you through those first few hours and the actions you need to be thinking about as you deal with the chaos in the week to follow. Allina Vice President, Kerri Gordon will share first-hand accounts if managing this crisis. Come discover the lessons learned and steps you can take now, to better prepare for a day you pray never happens.
SHSMD Connections 2021 Virtual runs October 19-21. Register today!

how-the-nation-s-most-recognized-systems-spend-their-marketing-dollars-and-why-it-matters-to-you — **How the Nation's Most Recognized Systems Spend Their Marketing Dollars...and Why It Matters to You** Sep 29, 2021
Marketing and communications executives from leading health care systems across the country have been working together to compare their resource allocation to true peers. With a steering committee including Cleveland Clinic, Ochsner Health System, Intermountain Healthcare and SHSMD, benchmarking data has been gathered through the use of a tool that allows participants to compare themselves to similar organizations of all types and sizes. Aggregate benchmarking results of over 50 participants across 3 years of the study will be shared.
SHSMD Connections 2021 Virtual runs October 19-21. Register today!

i-ll-take-one-to-go-increasing-ambulatory-strategy-in-key-procedures-and-services — **I’ll Take One To Go! Increasing Ambulatory Strategy In Key Procedures And Services** Sep 29, 2021

Using Google to Build Trust in Your Brand Sep 12, 2021

The fact is, most people start their health journey in Google Search. So how do you make your content and providers stand out? Learn how Henry Ford Health System has successfully bolstered their search results using a multifaceted (content, Google My Business, schema markup) search engine optimization (SEO) strategy with measurable results. Henry Ford will share three case studies for the provider directory, COVID Vaccines, and Frequently Asked Questions and explain how they achieved increased visibility with tangible results.

challenges-and-successes-entering-a-competitive-market — **Challenges and Successes: Entering a Competitive Market** Sep 02, 2021
In 2014, Atlantic Health System’s (AHS) Business Development team entered a contiguous market, infiltrated with fierce competition, despite having no infrastructure. Seven years later, implementing data-driven decision making, best practices and a cutting-edge approach, AHS has built a strong network. Despite confronting challenges, AHS established a robust physician network, opened a multi-specialty building, DE Novo practices, vascular surgery center, ancillary services and launched a joint venture including an ASC. AHS is dedicated to fostering healthier communities across New Jersey replicating this model to further expand the footprint into additional markets.

humanizing-social-media-for-meaningful-connections-that-matter — **Humanizing Social Media for Meaningful Connections that Matter** Aug 22, 2021
Meaningful strategies means weaving together the brand experience with human needs. The goal is to create relationships with your audience. And relationships, especially social ones, are built on moments – moments that elicit real emotion while remaining true to your brand strategy. The question is, how does that all happen? Join us for insights and a case study on how to bring unlikely social media tools to life to create authentic connections.

making-societal-factors-part-of-a-health-equity-strategy — **Making Societal Factors Part of a Health Equity Strategy** Aug 05, 2021
The COVID-19 pandemic has placed spotlight on health inequities in the United States. One pathway for improving health equity is to address the societal factors that influence health. In this session, presenters from the American Hospital Association and CommonSpirit Health will share a framework for how hospitals can address the societal factors that influence health. The presenter from CommonSpirit Health will bring the framework to life, sharing how her health care system has deployed a system-wide strategic effort to address the societal factors that lead to health inequities in the communities they serve.

the-growing-importance-of-behavioral-health-in-the-covid-and-post-covid-landscape — **The Growing Importance of Behavioral Health in the COVID and Post-COVID Landscape** Aug 05, 2021
Behavioral health services have been undervalued and underfunded for many years, making them unprofitable service lines for most health systems. Even before the COVID-19 pandemic, suicide rates were at their highest in 30 years, and opioid abuse had reached crisis proportions, along with anxiety and depression,” says Harsh K. Trivedi, MD, president and CEO of Sheppard Pratt, the nation’s largest private, nonprofit provider of mental health, substance use, developmental disability, special education and social services. “The pandemic has amplified these trends and exacerbated an already-grim outlook for the provision of mental health services not just in the overall population, but especially in communities of color.”

you-re-solving-the-wrong-problem-it-s-not-your-strategy-falling-short-it-s-your-strategy-execution — **You’re Solving the Wrong Problem: It’s Not Your Strategy Falling Short, It’s Your Strategy Execution** Aug 01, 2021
We just witnessed how quickly health care organizations can implement when forced to focus. Those who can direct that type of focus to their strategy will be positioned to succeed in any environment. Yet most strategic planning processes create dilution, which inhibits strategy execution. The “solution” is bigger, bolder strategies, resulting in more dilution. This session provides cross-industry best practices to ensure pandemic-like focus on your strategy. For instance, define clear goals before determining the work to be done; objectively reject some ideas so you can focus on the most important; and protect resources executing the most critical initiatives from distraction.

post-pandemic-media-relations — **Post Pandemic Media Relations** Aug 01, 2021
Media Trainer Russ Rhea and Adam Bagni, Communications Director at Wentworth-Douglass Hospital in Dover, NH, will share the results of recent research with newsrooms nationwide on how the pandemic has changed news gathering and interview formats. Russ and Adam will also present a statistically-based media training model that helps spokespeople better anticipate questions and craft messages. The two former journalists will explain the keys to consistently acquiring effective earned media. Participants will leave the session with some new tools to stay in control and on message in media appearances. This is also a “train the trainer” session. Those attending this presentation will learn a simple process to better prepare their organization's spokespeople for media interviews and speaking appearances.

building-population-health-neighborhoods-learn-how-a-person-s-zip-code-can-actually-determine-their-health — **Building Population Health Neighborhoods: Learn How a Person’s Zip Code Can Actually Determine Their Health** Jun 27, 2021
A person's zip code is a highly predictive determinant of their health. Clinically integrated health networks must account for and manage neighborhood-level variation in clinical and social determinants to improve community health, care experiences, and cost.
In this podcast, BVK and partner Wellforce's population health leaders will share an approach for building healthy communities that starts with neighborhood-level care teams and the patients that they serve and share. Our approach leverages data analytics, the marketing discipline, and innovative network-of-networks models to focus resources and interventions and improve population health neighborhood outcomes.
There are critical lessons for marketing in this approach, notably, how to "show-up" in the effort to build healthy communities and how to contribute essential insight into building effective interventions that deliver on the brand promise of improving health and wellness, not simply organizing and operating hospitals and physician practices.
Learning Objectives
• Recognize the core components that determine the health of a population neighborhood
• Apply a data methodology to define and organize population health neighborhoods
• Know the care continuum gaps that must be addressed to improve neighborhood health
• Define and measure success in terms of improved neighborhood population health and wellbeing

how-clubhouse-conversations-are-connecting-healthcare-researchers-practitioners-patients-and-more-join-the-club — **How Clubhouse Conversations are Connecting Healthcare Researchers, Practitioners, Patients, and More.... Join the Club** May 27, 2021
Clubhouse is a new social network based on voice—where people come together to talk, listen and learn from each other in real-time. Is this just a new shiny object or is it an effective tool to engage patients and healthcare workers? If it has promise, how can you use Clubhouse to accomplish your most important goals and objectives? Find out by attending this practical, tip-filled session. You’ll discover:
• The many ways healthcare communicators are already using Clubhouse to connect.
• How to develop a user profile that gets attention and draws traffic.
• The do’s and don’ts of finding and growing your audience.
Learn how professionals in health care marketing, social media and practice are using this new platform strategically and for personal growth. It's currently invitation-only and iOS only.

long-covid-enabled-by-social-media-patients-define-an-urgent-new-need — **Long COVID: Enabled By Social Media, Patients Define An Urgent New Need** May 27, 2021
"Citizen scientist" patient groups have been known since the dawn of the Web, but never has there been as potent and urgent an example as the "Long COVID" community that arose in desperation last year: COVID-19 patients who never get better. Their ability to connect, convene, document their symptoms and crowdsource their data led within months to acceptance by establishment medicine - the CDC, NIH and more.
These are "superpatients" - a term coined in 2019 by our speaker "e-Patient Dave." They're patients who extend science when medicine's not getting the job done. Long COVID patients are the most spectacular example, and the first to rapidly gain scientific recognition. At this conference, he will discuss the "Long COVID" community that arose this past year, the history of these super-engaged patients, how social media is enabling their achievement and what health care can learn from it.

improving-patient-experience-and-access-to-care-with-a-dynamic-mobile-wayfinding-platform — **Improving Patient Experience and Access to Care with a Dynamic Mobile Wayfinding Platform** Mar 25, 2021
WakeMed Health & Hospitals, a large and growing health system, chose a mobile wayfinding platform to improve access to care and engage with patients at each step of their journey before, during and after care. The app guides patients to their point of care with step-by-step directions and provides access to the right resources to meet their health needs. Patients have access to their WakeMed MyChart patient portal and medical records as well as a robust “Find a Doctor” database. App users can schedule an appointment, reserve their seat in urgent cares, check up-to-date emergency department and urgent care wait times and more.
Since the app launch in 2018, WakeMed continues to leverage and evolve features of the app to enhance communications and meet the immediate needs of their patient populations. The real-time digital response of the location-aware mobile platform allows WakeMed to stay agile and act immediately on situational awareness. WakeMed recognizes the intrinsic value of having a direct conduit to patients that provides location-aware alerts, access to telehealth, navigation to off-site testing locations, symptom checkers to triage patients, and more, to manage patient flows and improve access to contactless or in person care.

The New Powerhouse Combination: Driving Measurable Demand With Meaningful Brand Mar 21, 2021

It’s Simple Math, 1 + 1 =3. The combination of demand generation and branding is an unrecognized powerhouse. Demand generation touting features and benefits will no longer build long-term business. We’ll share BVK’s roadmap for an integrated strategy incorporating values-based brand building coupled with demand generation through cultivating leads and customer experience that sets a standard for exponential business growth. Learning objectives: This series will delve into strategies to build business growth by leveraging the powerful combination of demand generation and brand building.

creating-meaningful-healthcare-campaigns-for-minority-audiences — **Creating Meaningful Healthcare Campaigns for Multi-cultural Audiences** Mar 05, 2021
Many healthcare organizations are built on solid foundations of providing care to all segments of the population. But, in 2020, many realized that they might not be telling that part of their brand story to the right people at the right time. For organizations that have a true mission to serve multi-cultural segments, understanding the values of those audiences and finding the natural overlaps with your brand creates a base on which to build a solid strategy.

the-impact-of-ai-and-machine-learning-on-health-care-marketing-preparing-marketers-for-a-new-generation-of-data-and-technology — **The Impact of AI and Machine Learning on Health Care Marketing - Preparing Marketers for A New Generation of Data and Technology** Feb 04, 2021
Artificial Intelligence (AI) is revolutionizing almost every industry and area of life today and the field of healthcare marketing is already being impacted in big ways. From how we segment and target customers, to how we purchase and manage digital media platforms to how we engage with patients and deliver value, AI is having a transformational impact how healthcare marketers perform their roles. In fact, how we have practiced marketing for decades will fundamentally change with this new technology. And while marketers don’t necessarily need to know the technical aspects of machine learning and neural networks, they do need to understand how these tools are rapidly expanding from innovation to widespread use in everything we do to build brands and attract and retain customers. AI is redefining our industry – and marketers who embrace these changes and who have a fundamental understanding of how these tools work – will emerge as the next generation of industry leaders and influencers.

futurescan-spotlight-creating-a-culture-of-disruption-change-and-innovation — **Futurescan Spotlight: Creating a Culture of Disruption, Change and Innovation** Dec 15, 2020
Spotlight featuring Nancy Schlitchling, Chief Executive Officer of Henry Ford Health System: Creating a Culture of Disruption, Change and Innovation.
Futurescan 2021 features the insights of leading experts in health care on topics including consolidation, social determinants, consumerism and more. The annual publication is now available for purchase and SHSMD members receive a complimentary digital copy.
Visit SHSMD.org/Futurescan for more information

gen-x-s-crucial-role-in-healthcare — **Gen X’s Crucial Role in Healthcare** Dec 14, 2020
Dr. Dean Browell, Alan Shoebridge, and Dan Miers discuss the importance of Gen X's role in healthcare.

benefits-of-real-time-mobile-engagement-in-healthcare-today — **Benefits of Real-Time Mobile Engagement in Healthcare Today** Nov 10, 2020
CEO and Founder of Gozio Health, Joshua Titus, discusses the benefits of mobile engagement in healthcare.

Winning the Modern Health Care Consumer: Candid Insights and Speakers Oct 28, 2020

Paul Crnkovich and Dan Clarin discuss winning the modern health care consumer.

equity-diversity-and-inclusion-21st-century-connections-for-21st-century-success — **Equity, Diversity, and Inclusion: 21st Century Connections for 21st Century Success** Oct 27, 2020
Juana Spears Slade discusses equity, diversity, and inclusion.

strategy-development-and-alignment-leadership-toolkit — **Strategy Development and Alignment: Leadership Toolkit** Oct 12, 2020
Sara Poncelet discusses Strategy Development and Alignment: Leadership Toolkit.

a-pivotal-moment-in-healthcare-engagement — **A Pivotal Moment in Healthcare Engagement** Sep 24, 2020
Consumers expect to have personalized, one-to-one digital experiences. This is now more important than ever for healthcare organizations recovering from COVID financial loss and serving as thought leaders in their communities. Healthcare providers need to evolve their digital front door experiences to acquire and retain the right patients, especially as the healthcare landscape continues to evolve with retail giants and big-chain pharmacies announcing big investments in the space.
In this podcast, hear a passionate discussion around how hospitals and health systems can better leverage data and insights to accelerate intelligent engagement in today’s highly competitive consumer-driven landscape. By pinpointing the right growth opportunities and the individuals most likely to need care--plus how to best reach those individuals, providers deliver service line growth, optimize the payer mix, improve network utilization, and extend patient lifetime value.

navigating-a-new-reality-series-digital-opportunities-as-health-systems-take-the-journey-toward-the-next-normal — **Navigating a New Reality Series: Digital Opportunities as Health Systems Take the Journey Toward the Next Normal** Sep 24, 2020
Sara Vaezy shares insight on digital opportunities as health systems take the journey toward the next normal.

what-retirees-want-a-holistic-view-of-life-s-third-age — **What Retirees Want: A Holistic View of Life’s Third Age** Jul 12, 2020
Dr. Ken Dychtwald discusses is book What Retirees Want: A Holistic View of Life’s Third Age.

jefferson-health-pandemic-recovery-strategic-insights-from-monica-doyle-cso — **Jefferson Health Pandemic Recovery: Strategic Insights from Monica Doyle, CSO** Jun 07, 2020
As hospitals and health systems across the country are resuming pre-pandemic operations, they are also re-evaluating opportunities to change their strategy. Learn about how strategic planners at Jefferson health played a key role during the initial crisis phase of the pandemic and are now providing critical insights using analytics, scenarios, forecasting tools to develop a roadmap for recovery and change.

strategic-marketing — **Strategic Marketing in the wake of COVID-19** May 26, 2020
Jennifer Horton discusses strategic marketing insights during the COVID-19 pandemic.

Practicing Social Compassion: How One Health System is Using Brand to Drive Business in its COVID-19 Response May 26, 2020

Greg Feirn and Christine Albert discusses the response to COVID-19.

top-5-tips-from-a-children-s-hospital-chief-marketing-and-communications-officer — **Top 5 Lessons Learned from a Children’s Hospital CMO** May 17, 2020
Donna Teach, Chief Marketing and Communications Officer for Nationwide Children’s Hospital in Columbus, Ohio, discusses crisis communications at the Children's Hospital.

how-nebraska-med-became-a-trusted-covid-19-information-source — **COVID-19 Conversations Series: How Nebraska Med Became a Trusted COVID-19 Information Source** May 14, 2020
Frank Lococo discusses how Nebraska Medicine became a trusted information source for COVID-19.

practice-mindfulness-with-this-guided-meditation — **Practice Mindfulness with this Guided Meditation** May 13, 2020
Jenna discovered meditation five years ago. As she continued to notice the profound impact it had on her quality of life, it quickly became a daily practice. Jenna felt compelled to obtain her certification so that she could help others discover, benefit and ultimately love the effects of regular meditation practice.
In her effort to help others discover the benefits of meditation and mindfulness, she started an inclusive, interactive and uplifting online community. She offers free, weekly guided sessions via Instagram Live on Thursdays at 8pm ET/ 7pm CT. Follow @the.found.wanderer on Instagram to join!

how-hillsdale-hospital-pivoted-quickly-in-the-covid-19-pandemic-to-offer-telehealth-services — **How Hillsdale Hospital Pivoted Quickly in the COVID-19 Pandemic to Offer Telehealth Services** May 08, 2020
Rachel Lott discusses how Hillsdale Hospital was able to pivot quickly to offer Telehealth Services during the COVID-19 Pandemic.

managing-social-media-during-a-pandemic — **COVID-19 Conversations: Managing Social Media During a Pandemic** Apr 29, 2020
Robbie Schneider discusses managing social media during a pandemic.

going-viral-a-lesson-in-crisis-communications-from-aboard-the-westerdam — **Going Viral: A Lesson in Crisis Communications from Aboard the #Westerdam** Apr 15, 2020
Christina Kerby discusses crisis communications and her experience aboard the Westerdam.

the-changing-role-of-planners-and-the-planning-function-during-the-covid-19-pandemic — **COVID-19 Conversations: The Changing Role of Planners and the Planning Function During the COVID-19 Pandemic** Apr 15, 2020
Lisa Crockett discusses the changing role of planners and the planning function during the COVID-19 pandemic.

how-rush-university-system-for-health-is-embracing-resiliency-in-challenging-times — **COVID-19 Conversations: How Rush University System for Health is Embracing Resiliency in Challenging Times** Apr 09, 2020
A dialogue on resiliency in crisis and ways Rush has both prepared and adapted to operate strongly through the COVID-19 crisis. Listen to hear:
· How Rush was “built for this” and the post 9-11 design took into account potential pandemics
· Discussion of key characteristics of leadership exemplified at Rush, specifically being “Integrated” and “Adaptive”.
· Other leadership values and characteristics embraced at Rush relevant to managing COVID-19 such as:
o Authenticity - shift in communications styles to reflect urgency of updates and approach-ability,
o Openness – leading with information and transparency
o Empathy – leading with sensitivity and compassion especially during times of stress and change

jeff-kraut-at-northwell-health-shares-key-covid-19-planning-actions-at-new-york-s-epicenter — **COVID-19 Conversations: Jeff Kraut at Northwell Health Shares Key COVID-19 Planning Actions at New York’s Epicenter** Apr 08, 2020
Jeffrey Kraut at Northwell Health shares key COVID-19 planning actions at New York’s epicenter.

send-the-elevator-down-10-ways-to-sponsor-women-of-color — **Send the Elevator Down – 10 Ways to Sponsor Women of Color** Apr 05, 2020
Jhaymee Tynan discusses women in leadership.

how-the-unc-health-marketing-and-communications-team-manages-covid-19-connectedness-featuring-lisa-schiller — **COVID-19 Conversations: How the UNC Health Marketing and Communications Team Manages COVID-19 Connectedness, Featuring Lisa Schiller** Mar 31, 2020
UNC Health’s Chief Communication and Marketing Officer Lisa Schiller describes how her organization is dealing with the COVID-19 crisis and how the communications and marketing team is managing the systematic and timely release of critical information – including a “News Room” concept - while maintaining key relationships with the community.

spectrum-health-s-story-of-covid-19-preparedness-featuring-holly-sullivan — **COVID-19 Conversations: Spectrum Health’s Story of COVID-19 Preparedness Featuring Holly Sullivan** Mar 31, 2020
Spectrum Health’s senior director of strategic marketing Holly Sullivan describes how her organization is preparing for COVID-19 and how the strategic marketers are playing a key role in communicating critical information, partnering with others, and transforming processes to meet new demands.

how-to-partner-with-your-department-of-health-for-covid-19-resources-during-a-time-of-crisis — **COVID-19 Conversations: How to Partner with Your Department of Health for COVID-19 Resources During a Time of Crisis** Mar 31, 2020
In this interview, Christina Deidesheimer, Director of System Marketing Communications, Beebe Healthcare and Andrea Wojcik, Section Chief Office of Health and Risk Communication, Delaware Department of Health and Social Services, Division of Public Health, share how they have aligned their efforts to serve their community during this crisis. Christina will share how Andrea and the Department of Public Health has allowed her organization and team to communicate a centralized place for the public to go for questions, thus lightening the design burden on them. They also give advice on how those in smaller organization can utilize others outside of your team to assist with your communication efforts.

Media Trends and How to Get Your Story Told Mar 08, 2020

Colin Hung, CMO and Editor of HealthcareScene.com, discusses media trends and how to get your story told at the SHSMD connections 2019 annual conference in Nashville.

taking-a-holistic-approach-to-leadership — **Taking a Holistic Approach to Leadership** Feb 24, 2020
Julia Brady discusses how to take a holistic approach to leadership.

mindfulness-in-the-workplace-to-improve-performance — **Mindfulness in the Workplace to Improve Performance** Feb 24, 2020
Shalini Lulla explains how being mindful at work can increase productivity and improve performance.

redesigning-your-team-using-shsmd-s-bridging-worlds-framework — **Redesigning Your Team Using SHSMD's Bridging Worlds Framework** Feb 10, 2020
Lisa Schiller, Chief Communication and Marketing Officer at UNC Health Care & UNC School of Medicine Raleigh, discusses her presentation at the SHSMD connections 2019 annual conference in Nashville.

Creating an Army of Physician Champions: Recruiting and Empowering Physicians to be Your Best Brand Advocates Feb 10, 2020

Claire Simmons, Director of Clinical Communications at Atrium Health discusses her presentation at the SHSMD connections 2019 annual conference in Nashville.

strategic-planning-in-health-care — **Strategic Planning in Health Care** Jan 27, 2020
Jeffrey Kraut shares information about strategic planning in health care.

transgender-care-creating-communications-and-engagement-guidelines — **Transgender Care: Creating Communications and Engagement Guidelines** Jan 27, 2020
Aleksandra Golota, Amy Sarah Marshall and Sarah Ridgeway discuss transgender care.

journey-mapping-data-and-board-games-engaging-leaders-and-physicians-in-marketing-planning — **Journey Mapping, Data And Board Games: Engaging Leaders And Physicians In Marketing Planning** Jan 13, 2020
Alex Sydnor, Vice President, External Affairs and Chief Strategy Officer at Beebe Healthcare, and Christina Deidesheimer, Director of Marketing and Communications at Beebe Healthcare, discuss their presentation at the SHSMD connections 2019 annual conference in Nashville.

making-a-successful-mid-career-transition-in-health-care-leadership — **Making A Successful Mid-Career Transition In Health Care Leadership** Jan 13, 2020
Alan Shoebridge, Director of Marketing for Salinas Valley Memorial Healthcare System, discusses his presentation at the SHSMD connections 2019 annual conference in Nashville.

2020-vision-building-your-2020-marketing-plan — **2020 Vision – Building Your 2020 Marketing Plan** Nov 25, 2019
Jennifer Horton, VP of Strategy at Ten Adams, and Lisa Winters, Director of Marketing and Community Relations for Peterson Health, discuss their presentation at the SHSMD connections 2019 annual conference in Nashville.

Embrace Excellence And Lead Consumers To Your Brand Nov 25, 2019

Cathy Lee, Corporate Vice President of Patient Experience at McLeod Health, and Keith Schneider, Head of Consumer & Brand Division at PRC, discuss their presentation at the SHSMD connections 2019 annual conference in Nashville.