Resource Library

Learn how CHI Franciscan developed sports marketing programs to support Oncology, Cardiac, and Orthopaedic Service Lines.

This session will help hospital marketers raise their own level of thoughtfulness as it relates to "pitching" their strategic business plans and budget needs to their senior leadership team. Through exploration of winning ideas and practices of big brands, this interactive session will be a real game changer for marketers.

An interactive “fishbowl” discussion between 4 panelists and rotating members of the audience about how to design a Health System Fellowship that implements SHSMD Bridging Worlds as an internal Engine of Innovation.

Using techniques such as small group meetings, large group meetings, and a coalition of participants (crossing the organization horizontally and vertically), Huggins facilitated conversations for quick strategy and action planning.

Learn how to capture the attention of a very busy physician audience with Rose Herring from Atrium Health, formerly Carolinas Health Care System, and Dr. Nate Gross, the Co-Founder of Doximity.

This session will explore creative ways to capitalize on internal and external resources to support brand position and implement outreach opportunities at little to no cost. You will also learn how organizations can build market share with community engagement, positioning your service lines and smarter advertising.

Join a panel of research pros from University of Illinois Hospital & Health Sciences System, The Blackstone Group and panel provider Cint moderated by marketing firm Laughlin Constable to learn about innovative options for conducting consumer research when time and costs are constraints.

Learn how Northwestern Medicine has structured their processes, technology, and staff to create ongoing operational capabilities for sustainable post-launch success.

Customizing care for seniors will gain significance as more and more baby boomers age into this varied group. Learn lessons from one health system in its multi-faceted approach to meeting the needs of Medicare/the senior population.

TMCA went from the 50th percentile to Top 10 nationally in terms of physician engagement and alignment, with double digit increases on the satisfaction survey, physician turnover decreased by 5%, with first year physician turnover cut in half, and quality improved with a significant decline in Hospital Acquired Infection. TMCA saw measurable results on decreasing referral leakage, improving referral development, and gaining access for their Physician Relations Manager (PRM) team to meet with key physicians.

Three key strategies include implementing a data-driven physician communication campaign spearheaded by the Chief Physician Executive; encouraging physicians to participate in engagement events where they interact with each other and consumers in a meaningful way; and building a platform to allow for actionable feedback.

As health system leaders, this means we’ve scoped our value proposition to address patient issues — when we should really be scoping our value proposition to engage and encompass entire lifetimes. Cue health care consumerism: moving past the limited focus on the inpatient experience to truly meet people where they are outside of hospital walls

Join us on this webinar, and invite your team, as Susan Dubuque covers the highlights of her new publication “Gearing Up for Population Health: Marketing for Change,” and offers effective strategies to help us transition to population health and improve the health status of those we serve.

This new SHSMD guide provides innovative and practical information and tools to help you design a population health plan that is consistent with your organization’s mission and strategic goals.

Attendees of this webinar will learn best practices for mapping the patient journey, overlaying effective communication streams and documenting and delivering programmatic recommendations.

This webcast will outline key concepts in SHSMD’s newly updated Bridging Worlds report, featuring fresh perspectives on the future role of the health care strategist. Through stories and case examples, strategic implications and opportunities for health care strategists will be illustrated, and key skills and attributes required for success will be shared.

When large, data-driven, consumer- oriented companies such as Google and Amazon announce they are entering the health care space, hospitals and health systems must be ready to change, update, and innovate in order to continue to be successful.

In today's healthcare landscape it's critical for marketing departments to be able to demonstrate they are not merely "a cost of doing business" but rather an asset that can contribute to the organizational bottom line. But how? Read more about one healthcare organization's journey to measuring marketing performance.

As the health care field increasingly focuses on population health, hospital and health system marketers need to learn how to use their promotional skills in new ways to help their organizations achieve the objectives of this model of care. This article discusses the population health initiative of one health system and their customer relationships management (CRM) campaign.