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.

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All times are in Central Time Zone.

Part 1: Market Research

Schedule

• Intro/Module 1: April 1, 2025, 12:00 PM – 1:00 PM
• Module 2: April 3, 2025, 12:00 PM – 1:00 PM
• Module 3: April 8, 2025, 12:00 PM – 1:00 PM
• Module 4.1: April 10, 2025, 12:00 PM – 1:00 PM
• Module 4.2: April 15, 2025, 12:00 PM – 1:00 PM
• Module 5 (Case Study): April 17, 2025, 12:00 PM – 1:00 PM

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

Schedule

• Open: May 1, 2025
• Close: May 27, 2025

Options

• Physician Relations as a Marketing Strategy: Best Practices
• Demystifying CRM: Real World Basics
• The 60-Day Content Marketing Makeover
• Remodeling Internal Communications Infrastructure
• Markitecture—MarComm Technology & Structure
• Recognizing Digital Media Fraud
• Health Care Pricing as a Marketing Strategy
• Aligning HR and MarCom in Your Health System

Part 2: Building a Strategic Health Care Marketing Plan

Schedule

• A New Approach to Planning: April 22, 2025, 12:00 PM – 1:15 PM
• Building Your Brand Strategy: April 24, 2025, 12:00 PM – 1:15 PM
• Defining Your Engagement and Reputation Strategy: April 29, 2025, 12:00 PM – 1:15 PM
• Designing Your Own Growth Strategy: May 1, 2025, 12:00 PM – 1:15 PM

Speaker

Jennifer D. Horton

Section Overview

Effective marketing plans come in all shapes and sizes—from comprehensive 50+ page strategies to concise, focused roadmaps. This session introduces a dynamic approach to marketing and communications planning that engages senior leadership and aligns strategic priorities around four key drivers: brand, engagement, reputation, and growth.

Participants will gain the tools and resources to:

• Facilitate executive visioning sessions with physicians and senior leaders to establish a clear vision, goals, and strategic direction.
• Develop four core marketing strategies essential to organizational success: Brand Strategy, Engagement Strategy, Reputation Strategy, and Growth Strategy.
• Elevate the role of marketing and communications by leading strategic initiatives, influencing decision-making, and driving meaningful organizational change.

Assignment

Throughout this course, learners will complete several assignments designed to practice building their own comprehensive strategic marketing plan. They will develop personalized strategies in four key areas: Brand, Engagement, Reputation, and Growth. The final project requires participants to refine their strategies, add supporting tactics, and consolidate everything into a cohesive marketing plan.

Part 3: Marketing Communications

Schedule

• Module 1: May 13, 2025, 12:00 PM – 1:30 PM
• Module 2: May 20, 2025, 12:00 PM – 1:30 PM
• Module 3: May 27, 2025, 12:00 PM – 1:30 PM

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.