Resource Library

The Marketing in Health Care: Marketing Plans, Communications and Market Research credential series is facilitated by recognized experts in the field and covers the essentials of health care marketing.

Updated with new trends, strategies and case studies, this SHSMD credential series features expert faculty who will share key trends impacting communication professionals, identify and develop new skillsets and guide you through a cumulative and collaborative activity that will result in an actionable plan to help you solve current and emerging challenges.

Futurescan 2023 is the latest in a series of publications for health care leaders that the American Hospital Association’s Society for Health Care Strategy & Market Development (SHSMD) in collaboration with the American College of Healthcare Executives (ACHE) has published annually since 1999. This highly respected annual guide will help hospital and health system leaders prepare themselves and their organizations for the future as an essential tool for strategic planning.

The audience will explore insights that will assist in preventing the loss of valuable feedback that might not be reaching the proper stakeholders. 

Drive meaningful decisions about MarCom spending by benchmarking against similar health care organizations. Subscribers can use interactive analytic dashboards to uncover actionable insights and improve their understanding of industry best practices.

Join us for SHSMD’s next “Member Meet Up”. For SHSMD members only, join your peers across the country to discuss key topics and issues, and solve problems together. We are starting the year with the topic of “Building Public Trust and Confidence”

Understand the impact of moderated interactions on service delivery, patient and caregiver relationships, practice growth and brand awareness or advocacy generated by a vibrant Facebook Group.

Learn how local partnerships and events can increase your organization’s mindshare in the community, and how to measure the results of your community marketing initiatives.

This credential series is divided into 4 parts, which together, cover the essentials of health care marketing.

Learn how MercyOne applied ‘radical convenience’ across its connected system of health care facilities with an end-to-end digital front door strategy.

In this session from SHSMD Connections Bytes, hear how a panel of marketing and communications leaders pivoted financially during the COVID-19 crisis, how they are reshaping (and justifying) their budgets, and how data has been used to help in budget planning.

In this session from SHSMD Connections Bytes, learn how a hospital’s strategic communications staff used a crisis communications plan to team with marketing, university athletics, and the university’s philanthropic office to manage social and traditional media.

This session from SHSMD Connections Bytes highlights a new brand platform that propelled staff confidence at Rush and was brought to the forefront as the health system rose from #4 to #1 in quality of care.

In this educational webinar, convergent TV experts will share new techniques in reaching health care audiences precisely and cost-effectively.

Day One On Demand RecordingsNOTE: Press play if the recording does not start playing.Keynote KickoffWinning the Modern Health Care Consumer: Candid Insights and Clear Action Steps

This presentation demonstrates how Piedmont’s outstanding digital front door platform creates a patient-centric, hassle-free experience that will guide the system’s recovery to the new normal of health care. 

In this AHA Executive Dialogue, hospital leaders discuss how COVID-19 has affected their operations and how the integration of mobile technology helped to address issues for front-line staff, patients and their families.

In this educational webinar, convergent TV experts will share new techniques in reaching health care audiences precisely and cost-effectively.  Dive into behavioral and multi-screen media consumption data to maximize reach and increase return on a tight budget. Presenters will share examples of how marketers have saved upwards of 30% and achieved desired outcomes despite a challenging environment. 

Principles and Practices for Marketing Communications in Hospitals and Health Systems is SHSMD's guide to ethical marketing, published in 2010. As such, it does not necessarily reflect the latest technologies and issues and should be considered an archival resource.

This presentation demonstrates how Piedmont’s outstanding digital front door platform creates a patient-centric, hassle-free experience that will guide the system’s recovery to the new normal of health care.