Health Care Marketing Plans, Communications and Market Research

April 1 – May 27, 2025

Facilitated by recognized experts in the field, the online Health Care Marketing Plans, Communications, and Market Research program includes three core courses focused on health care marketing plans, communications, and research, as well as eight additional elective options. The credential holder has met a set of established criteria identified in the course learning objectives stated below.

Completion of all discussion board assignments and successfully passing the exam will result in a SHSMD Credential in Health Care Marketing.

Justification Toolkit: Use this customizable template to secure approval for funding from your employer for this course. Download Now!

Part 1 | Market Research

SPEAKERS

Darrell Beneker & Rob Klein

SECTION OVERVIEW

Unlock the key fundamental skills needed to excel in health care market research, from study design to data analysis, and equip yourself with the tools to drive success in the dynamic health care field. This session will explore:

• The significance of conducting research and its role in informing decision-making processes within organizations.
• How to design objectives-based research studies, ensuring alignment with organizational goals and objectives.
• The techniques of collecting, analyzing, and interpreting data across various research methodologies, including qualitative and quantitative approaches, and differentiate between reliable and unreliable data sources. 

Electives

This time is allocated to allow you to complete the elective component; participants have the entire length of the series to access and complete three electives from the following:

• Physician Relations as a Marketing Strategy: Best Practices for Success
• Demystifying CRM: Real World Basics for Starting Your CRM Journey
• The 60-Day Content Marketing Makeover
• “Remodeling” Your Existing Internal Communications Infrastructure!
• Markitecture—MarComm Technology & Structure
• Recognizing Digital Media Fraud and Tracking Your Online Investments
• How Much is that Health Care in the Window? Price as a Marketing Strategy
• Mind the Gap: Aligning HR and MarCom in Your Health System
• More Courses to be added

Part 2 | Health Care Marketing Plans That Work

SPEAKER

Jennifer D. Horton

SECTION OVERVIEW

Discover the essentials of creating a health care marketing plan. This session will explore how to conduct a market audit and leverage audit findings to formulate effective marketing strategies, positions, and quantifiable outcomes. This session will explore:

• How to structure a comprehensive market audit.
• Developing targeted market actions and crafting zero-based budgets to optimize resource allocation.
• Insights into establishing relevant market metrics and navigating challenges associated with health care marketing ROI measurement.  

Part 3 | Marketing Communications

SPEAKERS

Camille Strickland & Joel English

SECTION OVERVIEW

Converting well-considered marketing plans and research approaches into effective brand strategy, communications, and experience design is critical. It requires an understanding of core disciplines and the application of time-tested approaches to engage and motivate both externally and internally. This final session will explore:

• The strategic building blocks of effective brands. 
• Key tools to ensure that proper strategy is reflected in execution.
• How integration of audience and connection strategies provides for maximum synergy and impact. 
   

Completion of all discussion board assignments and successfully passing the exam will result in a SHSMD Credential in Health Care Marketing.