We sifted through more than 70 sessions from this year’s Society for Healthcare Strategy and Market Development (SHSMD) conference to inspire your marketing strategy.
We simply couldn't narrow the list down to only 10, so here are our top insights from SHSMD 2019.
1. The Digital Innovation Imperative
46% of young people would prefer a broken bone to a broken phone (Tech Insider).
—Presented by Cynthia Perazzo, senior vice president, AVIA
2. Championing Brand Strategy
Brand starts with employees. Every interaction reinforces your brand—positively or negatively. Employees who are trusted by their peers and can explain the “why” and “how” can help change perceptions.
—Presented by Dayton Children’s Kelly Kavanaugh, vice president and chief strategy officer, and Kristen Bowser, director of communications
3. Bridging the Consumer-Centricity Gap
We must design from the “consumer-in, not provider-out” (as illustrated below).
—Presented by Holly Sullivan, senior director of marketing strategy at Spectrum Health, and Jennifer Weiss Wilkerson, chief strategy officer at Sheppard Pratt Health System
4. The Foundations of Content Strategy
Content is not a one-page strategy: Know your users, plan their journey and then create the content.
—Presented by Jeffrey Stewart, MBA, MS-IS AVP, digital communications at VITAS Healthcare
5. Success in Storytelling
Great storytelling emanates from your mission and vision—and the more control you can give up, the more compelling your storytelling will be.
—Presented by Tara Raeber Vail, vice president of marketing and communications at Ascension, and Gur Tsabar, executive vice president of digital strategy and innovation at Ketchum
6. Meeting Millennial Expectations
—Presented by Kaufman Hall's Paul Crnkovich, managing director, and Dan Clarin, senior vice president
7. Service Line Marketing Readiness
“Knowing when a service line is ready to go to market is as much about operational and clinical readiness as it is about available marketing dollars.”
—Presented by Einstein Healthcare Network's Leah Sheppard, AVP of marketing, Kate O’Rourke, senior director of physician liaison services, and Reshma Stone, AVP strategic planning and business development
8. Mapping the Patient Journey
—Presented by Jessica Muntz, director of marketing and communications at Touro, and Kristen Robinson, director of marketing and communications at Children’s Hospital New Orleans
9. Social Media and U.S. News & World Report Rankings
Active engagement with social media may affect a hospital’s U.S. News & World Report reputation score. Both adult and children’s hospitals with more Twitter and Facebook followers had a higher reputation score and total points (based on findings from 2018 Journal of Medical Internet Research).
—Presented by Jason Schneider, senior director of corporate communications at Atrium Health
10. Elevating the Patient Experience
When our product is an experience, customer service is an indivisible component of what people are buying (as demonstrated by net promoter scores across industries, below).
—Presented by Russ Maloney, program director of consumer insights at Banner Health, and Mark Jannone, senior director of Banner Innovation Group
11. Empowering Political Strategy
As a healthcare strategist, you know your community better than most and know the tools that work—embrace it and contribute to your hospital’s public policy work.
—Presented by Olympic Medical Center’s Bobby Beeman, communications and public affairs manager, and Jennifer Burkhardt, general counsel and chief human resources officer
Considering these and myriad other issues facing the modern healthcare marketer, it’s never been more exciting—and challenging—to market healthcare services.
The upshot from SHSMD 2019: Leaders are embracing innovation, technology and partnerships to amplify and scale fundamental elements of marketing strategy like planning, targeting, distribution and measurement.
If you’re struggling to navigate through this increasingly complex and competitive environment, we can help. Discover your True North and let our team help guide your healthcare marketing strategy.