SHSMD Spectrum Newsletter
September/October 2020
Featured Articles
The Future of Virtual Health: The ‘Hospital at Home’
In the early stages of the COVID-19 pandemic, North Carolina-based Atrium Health was anticipating needing upward of 50 percent additional inpatient bed capacity to address an increase in cases at its hospitals. To help solve the dilemma, leaders came up with the idea of a “virtual hospital” to treat COVID patients at home and free up hospital space.
How AdventHealth’s Revamped Digital Marketing Strategy Prepared the Organization for the Pandemic
Florida-based AdventHealth decided several years ago to reinvent its digital marketing strategy, creating a new team to lead the way. While the system’s prior efforts were fragmented, its new structure is the opposite, with a centralized, digital-first mindset suited for the COVID-19 pandemic.
Consumer Survey Finds Attitude, Accessibility are Just as Critical as Safety During Pandemic
As patients consider resuming regular health care during the COVID-19 crisis, a recent survey shows consumers are just as worried about “attitude” and “access” as they are about “safety.” 
How to Instill a ‘Crisis Attitude’ in Your Team During COVID 
Crisis communications is an ongoing challenge during the COVID-19 crisis, and hospital marketers and communicators must constantly be ready to effectively deal with media, community and patient concerns. According to John Deveney, an expert in the field, that means adopting a “crisis attitude.” 
LexisNexis Risk Solutions
Community Connections
SHSMD members offer advice on ways to obtain and utilize patient testimonials while being mindful of privacy issues and policies.
Great Stories Happen Everyday. Let GLC Help Tell Yours.
GLC- A Marketing Communications Agency
Your audience craves authoritative, relatable and reassuring stories.

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Save the Date!

Health care strategy was turned upside down by the COVID-19 pandemic. The crisis has impacted every aspect of care delivery, strategic planning, marketing and communications for hospitals and health systems across the country.

SHSMD and the AHA’s Center for Health Innovation are inviting leaders and senior strategists to attend Navigating a New Reality and share lessons learned and plans for the future as health care moves from response, to recovery and on to rebuilding.

Keynote presentations delivered by health care thought leaders will focus on:

  • The Future of Virtual Health: The “At Home” Hospital
  • The Impact of COVID-19 and the Outlook for the Future
  • Navigating the 2020 Election Amid COVID-19
  • Innovating to Meet the Greatest Global Challenge in Generations
  • Confronting the Dual Pandemics: Vitality and Resilience of Communities

The event will also feature a wide range of breakout sessions.

Register today and check out the discounts that are available!


The premier organization for health care strategists is offering a dynamic online conference experience: SHSMD Connections Bytes: 20/20 Vision Into the Future! This virtual event will provide you with key takeaways and new ideas on COVID-19 and other important topics that you can directly apply to your role, organization and community.

Hospital and health system marketers, planners, business developers and PR/communications professionals will be able to engage with their peers through interactive sessions, discussion boards, and fun virtual networking opportunities.

Leaders in the field will deliver keynote presentations, breakout sessions and preconference workshops on today’s most important health care strategy trends and issues, including:

  • Insights into the Modern Health Care Consumer
  • Digital Marketing: Planning for the Unplanned
  • Closing the Gap Between Strategy and Execution
  • Health Care Marketing In the “Real Time” Age
  • Health Equity in Our Strategic Plans: Bringing Health Disparities to the Forefront
  • And more!

Bring the experts to you in this two-day virtual conference, which will also be offered on-demand beginning in November.

Click here for more detailed information and to register!

Discounts are available.

Wainscot Media
McDaniels Healthcare Marketing
The SHSMD Advantage
During the evolving COVID-19 pandemic, SHSMD and the AHA are here for you with the latest updates, resources and tools to meet your communications, marketing and planning needs. Here, we share some of the authoritative resources available to help you, your organization and your community stay up-to-date and navigate the crisis. 
LIFT Can Help You Navigate the “New Normal"
Whether you realize it or not, the community you serve has been fundamentally changed by the COVID-19 crisis. To re-engage most effectively, marketers will need a nuanced understanding of the human condition. Leveraging the power of insights brought to light by anthropology and design thinking, LIFT can help them achieve greater human understanding and navigate the “new normal” post-pandemic
Click Here to Learn More