/ en Sun, 27 Apr 2025 07:50:57 -0500 Fri, 25 Aug 23 13:04:28 -0500 /news/blog/2023-08-25-shsmd23-puts-digital-marketing-strategy-and-its-role-patient-care-spotlight <p>The Society for Health Care Strategy & Market Development will host the <a href="https://www.shsmd.org/education/annualconference?&utm_source=newsletter&utm_medium=email&utm_campaign=conference23&utm_content=aha-today" target="_blank">SHSMD23 Connections Conference</a> Sept. 10 – 12 in Chicago. This annual gathering of hospital and health system professionals from marketing/digital engagement, communications/public relations, strategic planning and/or business development delivers three days of actionable content, networking and collaboration with the nation’s top health care strategists. Attendees can exchange transformative marcom strategies and future-focused planning in pursuit of helping their organizations drive positive changes for patients and community health. SHSMD, a professional membership group of the ���������� Association, strives to support all strategy professionals as they explore innovative solutions.</p> <p>Health care strategists are increasingly in demand for creating strategic messaging that is informative, compassionate and trustworthy. Their approach often includes careful analysis of challenges in the medical field, overall organizational goals, and the evolving health care landscape. With these tools, they can craft messages that empower patients and drive growth, loyalty and engagement. Diane Weber, executive director of SHSMD, emphasizes the crucial role many of these professionals play in patient experience:</p> <blockquote> <p>“There’s a human element to health care, and digital marketing taps into that. Health care organizations must fully engage with communities and ensure patients and their families know where to go for quality care, how to access timely medical assistance, and what they can do to maintain health and wellness. Marketers and communicators work strategically and keep this engagement going. And many of these messages are delivered creatively as not every patient obtains their information via identical means.”</p> </blockquote> <p>During the pandemic, information relayed to patients, their loved ones and others in the community was a crucial part in stemming the tide of infections. Messaging also ensured that patients received treatment and individuals undertook effective pathogen management techniques, including proper handwashing, decontaminating surfaces and recognizing possible symptoms.</p> <p>A post-pandemic world has yielded an even greater need for reliable information while technology continually evolves. Website content, push notifications, chatbots and apps are part and parcel of the burgeoning technological spaces that can connect patients with up-to-the-minute information regarding their care. Many professionals navigate these spaces and help bridge the gap between organizations and those they serve. This is a critical component in creating healthier communities and establishing ongoing trust.</p> <p>Digital strategists and others in communications help health care organizations build and fortify strong patient relationships. Informed patients can make better decisions about their health journey, may feel more comfortable with medical staff, more involved with their care plans and satisfied. A solid connection often lies at the intersection between health care administrators, medical experts, staff, patients, and community leaders and members. Finding solutions to long-standing and complex challenges is a collaboration between these individuals. Professionals in the digital strategy field assist in bringing this collaboration to life.</p> <p>In addition, SHSMD supports these professionals throughout the year with educational programs, leadership opportunities and career resources. SHSMD also sponsors numerous forums for professionals to exchange novel ideas, discuss challenges in the field and discover new and emerging platforms and technology solutions. SHSMD Connections 2023 is the leading education event and the central meeting place for digital strategists and market development experts to connect, explore innovations in marketing and communications and find ways to drive better outcomes for their health care brands and consumers. This year's keynote speakers will cover a wide array of topics including how to spark creativity, using data to drive diversity, equity and inclusion activities, and achieving AI’s promise of care transformation. Alan Shoebridge, associate vice president of National Communications, Providence and SHSMD board president, touts the value of the SHSMD Connections to digital marketing professionals:</p> <blockquote> <p>“The SHSMD Connections conference is one of the best ways to connect with other health care strategists and learn from their experiences. I've attended the conference many times, and I've always come away with new ideas and contacts that have helped me advance my career and support change where I’m working. If you're looking for ways to grow and learn about what truly matters in our field, I highly recommend attending the SHSMD Connections 2023 Conference."</p> </blockquote> <p>To find out more about SHSMD23, visit <a href="https://www.shsmd.org/education/annualconference" target="_blank">shsmd.org/annual</a>.</p> <p><em>Deanna Martin is the ���������� Association’s vice president for professional membership groups.</em></p> Fri, 25 Aug 2023 13:04:28 -0500 SHSMD Annual Conference /news/chairpersons-file/2022-12-05-chair-file-advancing-health-america-opportunities-ahead-2023 <p>Turning the calendar to a new year brings some excitement as we look forward to new opportunities and adventures in our professional and personal lives.</p> <p>During such a challenging time in health care, keeping connected with colleagues across the country is critical. We can learn from each other and work together to amplify stories of how hospitals and health systems are fighting to protect care in our communities.</p> <p>The AHA team is planning a strong lineup of conferences and events for 2023 to keep health care leaders connected and highlight stories of impact, innovation and inspiration. Check out these opportunities in the year ahead:</p> <ul> <li><a href="https://ruralconference.aha.org/" target="_blank">The 36th Annual AHA Rural Health Care Leadership Conference</a> convenes Feb. 19–22 in San Antonio. This two-and-a-half-day event will feature prominent leaders inside and outside health care who will offer unique perspectives and solution-oriented thinking to ensure a stronger rural health system. Registration is now open, and early bird registration ends Dec. 9.</li> <li><a href="https://annualmeeting.aha.org/" target="_blank">AHA Annual Membership Meeting</a>, April 23–25 in Washington, D.C., will give health care leaders an opportunity to meet face-to-face with elected officials and key policymakers. Together we can deliver a united, powerful message on the positive impacts of hospitals and health systems in our communities. Registration opens in January.</li> <li><a href="https://equityconference.aha.org/" target="_blank">The Accelerating Health Equity Conference</a>, led by the AHA Community Health Improvement network and AHA’s Institute for Diversity and Health Equity, will be May 16–18 in Minneapolis. This conference convenes health professionals focused on improving community health, well-being and equity. Registration opens February 2023.</li> <li><a href="https://leadershipsummit.aha.org/" target="_blank">AHA Leadership Summit</a>, July 16–18 in Seattle, brings together a diverse group of strategic and visionary health care leaders who represent excellence in the field and are working to boldly transform their organizations. Registration opens spring 2023.</li> <li>Rounding out these events are a variety of conferences led by the <a href="https://www.aonl.org/aonl-annual-conference">American Organization for Nursing Leadership</a> (AONL) and <a href="/pmgs">AHA’s professional membership groups</a>, designed to advance operational excellence within your organization.</li> </ul> <p>I encourage you to mark your 2023 calendar for these excellent opportunities as we work together to advance health in America.</p> Mon, 05 Dec 2022 08:08:11 -0600 SHSMD Annual Conference /aha-center-health-innovation-market-scan/2020-11-03-ahas-navigating-new-reality-conference-sessions <div class="container row"> <div class="row"> <div class="col-md-8"> <p><img alt="AHA’S Navigating a New Reality Conference Sessions Now Available On-Demand. A graphic of two women sitting at a table having coffee while a paper plane does a loop overhead and a bearded man in a blue shirt walks toward a large video screen with an @ character on it." data-entity-type="file" data-entity-uuid="029124ec-d38e-4914-a7a2-4c749ec74991" src="/sites/default/files/inline-images/ms_110320_item3_AHA_event_190_1730196.jpg" width="190" height="127" class="align-right">Recently, more than 1,000 leading health care thinkers and strategists came together virtually to share lessons learned and plans for the future as the field continues to focus on COVID-19 recovery and rebuilding. Now, the content vault from the AHA’s <a href="/center" target="_blank">Center for Health Innovation</a> and <a href="https://www.shsmd.org" target="_blank">Society for Health Care Strategy & Market Development’s</a> <a href="/aha-virtual-conference" target="_blank">'Navigating a New Reality'</a> virtual conference is <a href="https://ams.aha.org/eweb/?ahabu=SHSMD&webcode=eventinfo&Reg_evt_key=0C62AA69-822C-4B00-9635-A1DC8259EBF1" target="_blank">available on demand</a>.</p> <p>Content themes for the three-day <a href="/aha-virtual-conference" target="_blank">event</a> include:</p> <ul> <li>Planning new care models for the future.</li> <li>Clinical care innovations.</li> <li>Patient experience.</li> <li>Financial impact and recovery.</li> <li>Workforce implications.</li> </ul> <p>Those who missed the event can view <a href="https://www.youtube.com/watch?v=DY1_xVLVXjg&feature=youtu.be" target="_balnk">this video</a> highlighting key themes addressed during the conference and <a href="https://ams.aha.org/eweb/?ahabu=SHSMD&webcode=eventinfo&Reg_evt_key=0C62AA69-822C-4B00-9635-A1DC8259EBF1&utm_source=newsletter&utm_medium=email&utm_content=11032020%2Dms%2Dinnovation&utm_campaign=aha%2Dinnovation%2Dcenter" target="_blank">register</a> to access program content through Dec. 31.</p> </div> <div class="col-md-4"> <p><a href="/center" title="Visit the AHA Center for Health Innovation landing page."><img alt="AHA Center for Health Innovation logo" data-entity- data-entity-uuid="7ade6b12-de98-4d0b-965f-a7c99d9463c5" src="/sites/default/files/inline-images/logo-aha-innovation-center-color-sm.jpg" type="file" class="align-center"></a></p> <a href="/center/form/innovation-subscription"><img alt data-entity-type data-entity-uuid src="/sites/default/files/2019-04/Market_Scan_Call_Out_360x300.png"></a></div> </div> </div> .field_featured_image { position: absolute; overflow: hidden; clip: rect(0 0 0 0); height: 1px; width: 1px; margin: -1px; padding: 0; border: 0; } .featured-image{ position: absolute; overflow: hidden; clip: rect(0 0 0 0); height: 1px; width: 1px; margin: -1px; padding: 0; border: 0; } Tue, 03 Nov 2020 08:00:00 -0600 SHSMD Annual Conference /aha-center-health-innovation-market-scan/2020-09-22-4-lessons-navigating-new-reality <div class="container row"> <div class="row"> <div class="col-md-8"> <p><img alt="4 Lessons for Navigating a New Reality. A computer and phone connect multiple people in a virtual network." data-entity-type="file" data-entity-uuid="e219ba8b-4bbd-4a10-9330-1db2cf833bbb" src="/sites/default/files/inline-images/ms_092220_item1_New_Reality_header_620_1_1684780.jpg" width="620" height="381"></p> <p>Strategy and innovation leaders from hospitals and health systems across the country recently came together to share lessons learned and plans for the future as the field moves from response through recovery and on to rebuilding. The virtual <a href="/aha-virtual-conference">“Navigating a New Reality”</a> program Sept. 14-16 from the <a href="/center">AHA Center for Health Innovation</a> and the <a href="https://www.shsmd.org">Society for Health Care Strategy & Market Development</a> generated a wealth of insights for health care leaders. Here are four key lessons from the program.</p> <h2><img alt="Hospital at Home icon" data-entity-type="file" data-entity-uuid="31db7743-a7a9-41c9-98bf-6b149fd0e94a" src="/sites/default/files/inline-images/ms_092220_icon_HospitalHome_190_1684777.jpg" width="190" height="127" class="align-left">1. Hospital-at-Home Could Be Virtual Health’s Future.</h2> <p>Given the exponential growth that nearly all providers achieved during the pandemic, speculation has begun about what long-term changes may result for regularly engaging consumers remotely. Charlotte, N.C.-based <a href="https://atriumhealth.org/" target="_blank">Atrium Health</a> has a solid idea of where it’s headed.</p> <p>In April, it launched a <a href="https://atriumhealth.org/about-us/newsroom/news/2020/03/atrium-health-uses-telemedicine-to-treat-eligible-covid19-patients-at-home" target="_blank">hospital-at-home model</a> for patients with moderate to mild symptoms to free up hospital beds for its sickest COVID-19 patients while providing 24-hour comprehensive care remotely. The two-tiered model comprised observational care and acute care. For observational care, nurses provided protocol-driven telephone assessments while virtual provider coverage was available 24/7 and a get-well loop was established for patient engagement and feedback. Acute care services included nurse and physician coverage; home monitoring for oxygen levels, blood pressure and temperature; advanced therapies including EKG monitoring, IV treatments, respiratory protocol and labs; community paramedicine and nurse home visits; plus daily virtual provider rounds.</p> <p>With a 10-year head start on implementing virtual care, the health system quickly razed organizational silos to treat more than 15,000 patients, noted Scott Rissmiller, M.D., chief physician executive. Only 3% had to be transferred to a higher care level. Within a week of the program’s launch, no-show rates dropped from 25% to 10%, a level that has persisted.</p> <p>Atrium now is reimagining what virtual care could be. In June, when patient volume decreased, it paused the virtual hospital for a month to adjust and create a more cost-efficient model to expand beyond COVID-19 patients. The health system is now focused on easing inpatient volume, decreasing length of stay and readmissions. And instead of focusing on specific disease sets, clinicians are beginning to concentrate on subpopulations — those who will benefit most from care — as the organization tries to perfect its virtual care strategy. Among the virtual services it’s designing or refining: critical care, hospitalists, inpatient infectious disease, ambulatory units, school nurse programs, neurology, stroke and behavioral health.</p> <h2><img alt="The New Financial Imperative: Mastering Uncertainty icon" data-entity-type="file" data-entity-uuid="75d1e8fb-a420-429a-8db4-58ebe489e7b6" src="/sites/default/files/inline-images/ms_092220_icon_Uncertanty_190_1684775.jpg" width="190" height="127" class="align-right">2. The New Financial Imperative: Mastering Uncertainty.</h2> <p>Hospitals and health systems are rebounding financially from the worst impact of the pandemic as patients have begun to return for nonemergent surgeries, diagnostic tests and other services. But there’s a long way to go to reach a state of normalcy, consulting leaders from <a href="https://www.oliverwyman.com/index.html" target="_blank">Oliver Wyman</a> noted. They expect wide variability in financial outlooks in 2021 depending on providers’ ability to effectively manage cash liquidity and capital, reduce costs and to address regional spikes in the virus and workforce reduction moves by major employers in their region.</p> <p>As for how to deal with these greater levels of financial uncertainty, the speakers offered these five recommendations:</p> <ul> <li>Make decisions today to consider a range of potential outcomes, with a clear view of epidemiological and economic scenarios.</li> <li>Rapidly refresh results with the latest information and changing future outlook. Use real-time tracking/monitoring to address rapid changes.</li> <li>Test the impact of deviations in assumptions in areas like consumer demand while always linking back to the business impact.</li> <li>Create a governance playbook and response framework, pre-agreed upon by executives, on actions for worst-case scenarios.</li> <li>Effectively respond to heightened attention and inquiries from senior leadership, board committees and external stakeholders.</li> </ul> <h2><img alt="Addressing Burnout Must Go Beyond Reducing Negative Experiences icon" data-entity-type="file" data-entity-uuid="08433909-fecc-4964-bffc-c8abd11b1c57" src="/sites/default/files/inline-images/ms_092220_icon_Burnout_190_1684776.jpg" width="190" height="127" class="align-left">3. Addressing Burnout Must Go Beyond Reducing Negative Experiences.</h2> <p>Forty percent of clinical teams report experiencing burnout, a situation only exacerbated by COVID-19. Yet, focusing solely on negative emotions when measuring or addressing burnout is a common mistake many leaders make, said panelists in a session on increasing clinician resilience. Organizations should measure burnout, but also <a href="https://www.hsq.dukehealth.org/files/2019/05/SCORE_Technical_Report_5.14.19.pdf" target="_blank">emotional thriving and emotional recovery</a>.</p> <p>Once an organization understands its baseline, it can improve the resiliency of its workforce by using a number of tools and techniques shared by the panelists, including experience mapping. With this technique, teams map their daily work experience with the goal of not only reducing friction, but increasing gratitude and opportunities for human connection, particularly during patient encounters.</p> <h2><img alt="Get a Firmer Grip on Consumer Insights icon" data-entity-type="file" data-entity-uuid="1557cc41-7217-4869-88e2-2c9ec43eb43d" src="/sites/default/files/inline-images/ms_092220_icon_Consumert_190_1684778.jpg" width="190" height="127" class="align-right">4. Get a Firmer Grip on Consumer Insights.</h2> <p>Understanding consumer data and applying it to organization and business unit strategy was critically important before the pandemic. Today, it’s imperative to achieve growth, noted <a href="https://www.northwell.edu/" target="_blank">Northwell Health</a>’s Jeffrey A. Kraut, vice president of strategy and analytics.</p> <p>Through consumer surveys it conducted every two weeks during the pandemic, the New York-based organization learned where patients were in their care journey, key demographics, health status and history and how they wanted to engage with the health system. They also wanted to understand the economic impact the pandemic has had on consumers as well as their emotional state, attitudes toward getting medical care and medical distancing.</p> <p>Among the learnings: The digital front door will be a critical success factor, with telemedicine being the first stop for most health care interactions. Northwell Health is seeing increased acceptance of new home-based and post-acute care models. It’s now looking into how to redeploy the Northwell workforce into virtual care in the home. It can’t do this alone. Instead, its role is to establish a platform to turn separate services, technologies, solutions and data into a continuous care experience for the consumer. And it’s not all just digital. Bricks and mortar will change as well. The way patients come in, how they register, how they move through the system, their disease state and preferences in how they want to be engaged are all vital success factors in meeting consumer expectations.</p> </div> <div class="col-md-4"> <p><a href="/center" title="Visit the AHA Center for Health Innovation landing page."><img alt="AHA Center for Health Innovation logo" data-entity- data-entity-uuid="7ade6b12-de98-4d0b-965f-a7c99d9463c5" src="/sites/default/files/inline-images/logo-aha-innovation-center-color-sm.jpg" type="file" class="align-center"></a></p> <a href="/center/form/innovation-subscription"><img alt data-entity-type data-entity-uuid src="/sites/default/files/2019-04/Market_Scan_Call_Out_360x300.png"></a></div> </div> </div> .field_featured_image { position: absolute; overflow: hidden; clip: rect(0 0 0 0); height: 1px; width: 1px; margin: -1px; padding: 0; border: 0; } .featured-image{ position: absolute; overflow: hidden; clip: rect(0 0 0 0); height: 1px; width: 1px; margin: -1px; padding: 0; border: 0; } Tue, 22 Sep 2020 10:48:33 -0500 SHSMD Annual Conference /news/headline/2019-09-12-health-care-strategists-meet-nashville <p><em>Pictured: Shabnam Mogharabi, CEO and executive producer at SoulPancake, an award-winning media company, opened the meeting with insight into cutting through the negative online and social media messages to connect with people by celebrating personal and profession purpose.</em></p> <p>More than 2,000 health care strategists — including marketing, strategic planning, business development and communications/public relations professionals — attended the annual meeting of the <a href="https://www.shsmd.org">AHA’s Society for Health Care Strategy and Market Development</a> this week in Nashville. Opening speaker Shabnam Mogharabi, CEO and executive producer for media company SoulPancake, offered insight on connecting with people through social and online messaging that celebrates personal and professional purpose. Other keynote speakers included Jon Meacham, presidential historian and Pulitzer Prize-winning author; Sekou Andrews, creator of Poetic Voice; Zeev Neuwirth, M.D., senior medical director of population health for Atrium Health; and Carla Moore, vice president of sales strategy and education at HBO. SHSMD also honored Cristal Herrera Woodley, director of marketing, communications and customer engagement at Renown Health, with its 2019 Rising Star Award; and recognized the many contributions of former SHSMD board member Terri McNorton, who passed away earlier this year. During her career, McNorton was vice president for General Health System Baton Rouge, La.; Ochsner Health System New Orleans; and Bon Secours Health System based in Marriottsville, Md.</p> Thu, 12 Sep 2019 14:35:12 -0500 SHSMD Annual Conference