Viewpoint: Strategies for Success

The SHSMD annual conference has had the theme of "Connections" for many years and this year carries extra meaning and importance of being able to see one another, be physically present and continue to learn from one another. Much time was spent online connecting with each other virtually and with being able to attend in-person with the conference, it was apparent attendees were excited, present, optimistic and adaptive. Attendees pose at SHSMD Connections New member networking reception at SHSMD Connections Lisa Crockett, SHSMD Board member and conference committee track leader shared as she came across excitement ...
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Social media platforms have connected us in a way never known prior to the digital age. However, some of the positive aspects of social media have gone by the wayside. Vanessa Ames, Chief Creative Officer and Strategy Officer at Decode Advertising, says there are two big missteps brands take with social media: inconsistency and inauthenticity. “A few years ago, we took this ‘fake it’ path. We were using social media as walking promotional ads and really talking about ourselves and why we were special—and not in a good way. It's like bragging. It's a one-way conversation.” In healthcare marketing, this approach often misses the mark with audiences. “In ...
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Health systems and hospitals are continually tasked with growing, improving, changing—and cutting, too—all at the same time. What should take priority? What needs to, as many hospitals saw with the brute-force attack of COVID-19? “It is hard for organizations to decide which initiatives we are going to do and which we aren’t going to do. But, when you don't prioritize, you get dilution,” states Greg Kain, Managing Director for Healthcare at Integrated Project Management Company. Kain illustrates this by describing hammering nails to secure a structure: If you need to hammer a board into a wall, most people would logically hammer in the four nails ...
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Keeping marketers, planners, business developers and communicators at the top of mind, SHSMD produces its blog – viewpoint strategies for success and Rapid Insights podcast series throughout the year, to keep its membership apprised of relevant and important topics from the field. This past year, SHSMD released 12 podcasts and 25 blogs highlighting the best of its educational and membership offerings, including topics such as: leadership in the time of COVID-19, connecting leaders via social media, the impact of AI on health care marketing, 2021 SHSMD Connections annual conference sessions, creating meaningful health care campaigns, etc. to name a few. SHSMD ...
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Even as the cases of Delta variant are on the rise, we know that many people are still reluctant to get the COVID-19 vaccine and that many of you have been trying different approaches with some failures and some successes.    SHSMD members gathered to discuss ways to address vaccination hesitancy in our communities. Inspired by the American Hospital Association (AHA) & Society for Health Care Strategy and Market Development (SHSMD) webinar,  Addressing COVID-19 Vaccine Hesitancy in Your Community  (available at  www.aha.org/joining-hands-greater-impact  and  YouTube ), SHSMD members felt the timing was right to gather and discuss challenges and collaborate ...
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Social determinants of health is a topic that is finally getting its due in health care – it is the subject of an upcoming session at SHSMD Connections, virtual event, this October. In a recent episode of SHSMD’s Rapid Insights podcast co-presenters of this breakout session covering this topic, Julia Resnick, senior program manager of strategic initiatives at the American Hospital Association and Ji Im, system senior director of community population health at Common Spirit Health come together to discuss the importance of understanding social needs of a community and then understand the systemic causes. The COVID-19 pandemic has placed the spotlight on health ...
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Dave deBronkart, known as e-Patient Dave, is a thought leader and pioneer in patient empowerment, e-patient advocate and chief patient officer at PocketHealth   Before the Internet, health care organizations served as the primary source of information and knowledge regarding medical care. But once people had access to more information and formed robust social communities and connections on the web, a new generation of e-patients came to life – like COVID-19 long haulers. In a recent #MayoSHSMD keynote presentation, Dave deBronkart, known as e-Patient Dave, a thought leader and pioneer in patient empowerment, e-patient advocate and chief patient ...
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The American Hospital Association and its Society for Healthcare Strategy and Market Development (SHSMD) July 15 hosted “Addressing COVID-19 Vaccine Hesitancy in Your Community,” a webinar centered on examining the root causes of vaccine hesitancy and how health care organizations can tailor their messaging to these groups to promote confidence.  The webinar began with a presentation of the findings of a Kaiser Permanente-led study on people’s attitudes toward the COVID-19 vaccines. They found that most people fell into one of eight archetypes –  Steadfast Opponents, Healthy Independents, Concerned Skeptics, Indifferent Individuals, Cautious Supporters, Reluctant Vaxxers and ...
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Remote patient monitoring (RPM) got a huge lift during the pandemic as record numbers of Americans opted for connected care from the safety of their homes, but will this trend continue?  Ochsner Health  is betting it will.  The Louisiana-based health system is marketing its RPM services nationally to health plans and businesses, charging a monthly member subscription fee, according to a recent  mHealth Intelligence report . Ochsner, which began offering RPM services to the communities it serves in 2015, has scaled the platform and now monitors more than 20,000 people in health plans across the country.  Ochsner’s strategy is to use the platform to supplement ...
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How do you build a roadmap for an integrated strategy, incorporating values-based brand building coupled with demand generation that will drive business growth? BVK devised a roadmap in order to set standards for exponential business growth. And when incorporated with values-based brand building and demand generation, it led to the cultivation of leads and an unrecognized powerhouse. In a recent episode of SHSMD’s Rapid Insights podcast, two leaders from BVK, Paula Serios, SVP, Healthcare and Joshua Derouin, SVP Performance Marketing & Analytics discuss BVK’s demand generation, what it is and how coupled with value-based branding builds long-term business ...
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“The business of healthcare today involves  listening  as much as it involves medical science, as only listening lets you be relevant in the audience's mind.”     Wise words from cancer survivor and thought leader in the medical and patient communities, Dave  deBronkart , who was a keynote speaker at the   2021 Advanced Healthcare,  Social Media, and Digital Marketing virtual conference , hosted by the Mayo Clinic Social Media N etwork and the Society for Healthcare Strategy & Market Development (SHSMD).   e-Patient Dave’s Story   deBronkart , also known as  “e-Patient Dave , ” was ...
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The COVID-19 pandemic may have changed the health care landscape forever, but what new changes will stick around after five or 10 years? How can health care strategists, marketers, communicators, planners and business developers position their organization to prepare for a post pandemic world? At a recent SHSMD Member Meet Up: The Future Needs You , health care strategy leaders explored new innovations that will continue to drive future plans for their organization – including their most pressing issues and exciting projects underway. It is no surprise that discussions centered on new change and the impact of increased virtual care models. The following ...
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Any time a new engagement or social media platform enters the scene, one can’t help but think: Will it last? In Clubhouse’s case, the answer among the healthcare community seems to be a resounding “Yes!”   “Clubhouse is a strategic tool that if used effectively offers the opportunity to not only listen to patients, but to connect personally and professionally with peers. It's time for the Clubhouse,” states Dr. Katherine Y. Brown, Assistant Professor in the Department of Family and Community Medicine and the Director of the Communities of Practice and Dissemination for the National Center for Medical Education Development and Research.  However, it’s important ...
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A panel of rural health care experts and other health care leaders assembled by the AHA and the Black Coalition Against COVID-19 convened April 21 at 7 p.m. ET for a live town hall to discuss the challenges facing rural communities and providers throughout the pandemic, including, equitable access to care and vaccines, broadband technology and vaccine confidence. Speakers included AHA Board Chair Rod Hochman, M.D., CEO of Providence in Renton, Wash.; AHA Rural Services Committee member Dr. Francine Witt, DPN, R.N., president and CEO of Effingham Health System in Springfield, Ga.; Rep. Ron Kind (D-Wisc.) and senior leadership from the White House and the Centers ...
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By Jhaymee Tynan , Consultant, Global Health, Public and Social Sector, and Diversity, Equity and Inclusion Practice at Egon Zehnder Last year, the George Floyd and Breonna Taylor murders had a monumental impact on conversations about race, social justice and diversity, and these events were certainly an awakening for many. Companies across the United States and beyond made statements denouncing racism as well as commitments to equity, diversity and representation by allocating capital and resources. For health care, the COVID-19 pandemic elevated the focus on the inequity that underrepresented communities face in obtaining access to quality care. While some ...
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Making the business case for a brand can be a tall task, particularly when competing with other organization priorities such as electronic health record upgrades and hospital acquisitions. Yet, marketing leaders at LCMC Health in New Orleans found a way by connecting the dots between brand experience data from consumers and Hospital Consumer Assessment of Healthcare Providers and Systems (HCAHPS) patient scores to speak the C-suite’s language. A few years ago, leadership at LCMC Health was looking to the future and its path to growth. The brand and the experience were fragmented as the result of five different hospitals, each with unique histories and cultures, ...
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For over three decades, the health care industry has faced rapid change and operational, financial and market challenges. But at no time in recent memory have the demands on health care leaders been more exhausting and protracted than in 2020. Even the most seasoned leaders and frontline professionals have struggled given the uncertainty, stress, and personal safety and security issues associated with COVID-19. And concerns surrounding racial disparities and political division have only exacerbated the problem. So, what are leaders to do, both to boost their own resiliency and to better support their teams? Burl Stamp, former health system CEO and authority ...
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In the year since the World Health Organization declared the coronavirus outbreak a pandemic, health care organizations have faced innumerable challenges and navigated through uncharted territory. Internal and external communications have never been more important, and organizations have used a variety of strategies to acknowledge both the victories and the losses during these difficult times. The following are examples from SHSMD member organizations and the AHA — remembrance events, public recognition of milestones and stories from the front lines. They highlight an array of creative approaches for acknowledging the impacts of the pandemic on staff and communities ...
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When crises hit in health care, typically well-laid marketing plans are pushed aside in favor of addressing the most pressing strategies and communications. An organizational North Star, however, can help guide health care organizations through challenging and unfamiliar territory. Oftentimes, hospital leaders fall back on rigid rules when confronted with chaos, notes Carol Koenecke-Grant, principle, CKG Consulting and former vice president of strategy and marketing for Regional Medical Center in Orangeburg, South Carolina. She urges her peers to instill a defined set of principles that can carry a marketing and communications team through difficult times while ...
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Artificial intelligence (AI) is revolutionizing almost every industry and area of life today and transforming the work of health care marketers — from how they segment and target customers to how they purchase and manage digital media platforms to how they engage with patients and deliver value. In a recent episode of SHSMD’s Rapid Insights podcast, Daniel Fell, senior strategist in Optum’s Market Solutions group, discusses ways this technology is set to fundamentally change marketing and the principles and applications of AI that health care marketers should understand as they prepare for the future. The Power of Machine Learning AI and machine learning ...
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