Creating a Transformative Digital Strategy
Live Course from August 6 to September 3, 2024
Dive into our online course tailored for health care marketers and communicators looking to craft or refine their digital strategy with a "tradigital" approach. This innovative method blends the best of traditional and digital marketing to secure a competitive advantage in the digital space.
Guided by seasoned experts, this program will navigate you through the evolving digital marketing landscape and emerging technologies. You'll learn to develop or update your digital strategy, master the art of creating scalable and impactful content, and apply a tradigital method for content dissemination and engagement. The course wraps up with insights into future trends and strategic foresight.
Leveraging real-life case studies from a spectrum of health care providers, the course enriches your learning with actionable insights and practical tools.
Covering four comprehensive modules—including webinars, case studies, discussion board engagements, and access to a rich resource library (featuring conference session recordings, templates, and articles)—participants will tackle a role-specific project through a peer-reviewed case study. Completing all course components earns you a SHSMD Credential in Digital Marketing Strategy, shareable as a digital badge on your social media profiles.
Module 1 | Building the Foundation of a Successful Contemporary Digital Marketing Program in Health Care
Part 1 Webinar | Tuesday, August 6, 1 to 2:15 p.m. CST
Speaker: Kathy Divis
Understanding the current state of digital marketing in/out of health care and the major trends impacting marketers
- Inventory of marketing techniques/technology, how they work together and the importance of an integrated marketing technology
- Positioning/aligning staff and other resources to meet new needs
Part 2 Webinar | Thursday, August 8, 1 to 2 p.m. CST
Speaker: Jason Brown
- Choose a pilot project, setting reasonable goals and selling it to the C-Suite/Speaking CEO language
- Creating an attribution model and ROI model
- Selling through your budget
Assignment: Choose your pilot project.
Module 2 | Telling Your Story to Drive Results
Part 1 Webinar | Tuesday, August 6, 1 to 2:15 p.m. CST
Speaker: Kathy Divis
- Developing an effective and scalable content strategy
- Creating a powerful, dynamic messaging matrix
- Understanding how data analysis is used to guide strategy and content
Module 3 | Activating Your Message Across the Tradigital Landscape
Part 2 Webinar | Thursday, August 15, 1 to 2:15 p.m. CST
Speaker: Jason Brown
- Creating a tradigital approach & lead generating digital tactics
- Understanding the impact of your digital properties on your brand
- Understanding the ABCs of owned versus paid versus earned media
Week of August 18: No scheduled webinar.
- This time is meant to be used to work on pilot projects.
Module 4 | Preparing for What Is Coming Next
Webinar | Tuesday, August 27, 1 to 2 p.m. CST
Speaker: Kathy Divis
- Exploring the emerging technologies including predictive analytics, virtual reality, and artificial intelligence/conversational intelligence
- Exploring how emerging technologies may impact: budget and staffing, MarTech stack, channels used, and attribution models
Pilot projects due: Week of August 25
Peer Reviews due: Week of September 1
Access Anytime: Live Webinar Recordings: All our live webinars are recorded, ensuring you can access these invaluable resources on the course platform anytime, 24/7, to suit your schedule.
Completion of all discussion board assignments and successfully passing the exam will result in a Creating a Transformative Digital Strategy SHSMD Credential and a digital badge.