Resource Library

SHSMD provides a leading source of online educational programming in the areas of health care marketing, strategic planning, communications and PR.

Learn how Cleveland’s public hospital system planned, created, launched and marketed its own podcast, in-house.

Piedmont Healthcare is creating a customer experience that rivals that of other industries.  

A recent study by Adobe found that American consumers spend an average of 7.8 hours a day engaging with digital content—about the same amount of time they spend sleeping. Marketing leadership at Children's Health in Dallas, Texas saw this trend as both a challenge and an opportunity. Read about their approach to marketing automation in this article.

This article details how the aging of the baby boomers will have a dramatic impact on the country.

More than ever before, health care communicators need to have a content strategy that directly contributes to bottom line business results. Orlando Health is doing just that and reaping the benefits of increased exposure by positioning itself as a trusted health care system with compassion.

Join us for an expert tour of the best digital work happening among these fifteen top-ranked hospital systems. The session will feature Dave Wieneke, who developed the HDX method as director of the health care practice at Connective DX.

In the Direct Mail in 2019 eBook, you'll learn: What is the 2019 Trend to Watch; Innovative Dimensional Mail Ideas; Data Aggregation Tips for Improved Targeting; and much more.

Join us as we discuss the latest survey data on how patients are accessing hospital website information and some interesting lessons and insights you might not expect!

How can health care organizations proactively help the public to better understand their personal and family risk for cancer and encourage them to seek genetic testing? In 2015, HudsonAlpha Institute for Biotechnology—a nonprofit organization dedicated to advancing genomic technology and sciences—launched its "Information is Power" genetic testing campaign.

Patient journeys are one of the hottest topics in health care marketing and with good reason. They can achieve excellent results by directing engagement tactics to where an individual consumer is on the decision-making continuum for elective health care services. This article discusses a major patient journey initiative by UC Health in Ohio.

Navicent Health identified four key objectives that would guide its strategy to become the health system of choice for consumers. One of these is "Engaging consumers in meaningful ways" with a focus on understanding Navicent Health's various types of patient cohorts and what motivates them when seeking health care. This article details their approach to patient journey mapping.

In 2017, Huggins Hospital in Wolfeboro, New Hampshire, had a fairly new leadership team and an outdated strategic plan. They realized it would be valuable to bring in an outside partner, so they asked Stratasan to guide them through the process of updating their plan. This article discusses the five-step planning process developed to address each of their goals for growth.

In this webcast you will learn about the latest in multi-screen viewer data and behavior, delve into the shifting tide in media consumption, review some common myths about multi-screen advertising, and hear from field experts about the next frontier of health care advertising

In this webcast, we will share a case study on how a large U.S. health care system has used analytics to determine which consumers to target in service-line specific marketing campaigns, measure results quickly enough to be able to modify tactics in the middle of a campaign, and determine best practices for moving the needle, faster.

Order on-demand access for SHSMD series on health care communications trends, strategies, and case studies. Develop strategic communication skills and tackle real-world challenges with expert faculty guidance.

Healthcare organizations have historically experienced a significant gap in strategic performance because of a disconnect between strategy formulation and execution. This article discusses the Strategic Services Group at Atrium Health and their model to drive health system success.

In a world that keeps sending disruptive innovations like shock waves through the health care landscape, how can health systems better meet the demands of today's time-starved, information-overloaded consumers? Florida Hospital needed to figure it out—and quickly.

In an era when "content is king," storytelling has never been more crucial for setting a health care organization apart from the competition. Here are five tips for finding compelling health care stories in your organization.

Several years ago, Saint Francis Healthcare system launched its first "Pink Up" campaign, which was designed to increase breast cancer awareness, promote early detection, and offer free mammograms to those in need. In 2016 the health system ramped up its fundraising and outreach efforts to turn the population health cancer awareness program into a cancer movement. Read more about their keys to success in this article.