January/February 2021

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Content:
Featured Articles Community Connections Save the Date!
The SHSMD Advantage

Featured Articles

Ochsner Health Challenges Itself to Think Like Amazon, Adopt Real-Time Marketing Strategy
Marketers at Ochsner Health are following the lead of the e-commerce giant by adopting real-time outreach strategies across their entire enterprise. At the heart of the initiative is the latest customer relationship management (CRM) technology that is helping Ochsner better meet the expectations of today’s consumer.

PLANNING

Emory Healthcare Seeks to Build ‘Systemness’ with Strategic and Financial Roadmap
Following a period of rapid expansion, Emory Healthcare crafted an integrated strategic and financial roadmap to achieve greater “systemness” across the organization’s many entities. The idea was to balance resource decisions and plot tradeoffs to improve patient outcomes, enhance the patient experience, address waste, support physicians and staff, and pursue purposeful growth.

PATIENT EXPERIENCE

How Two Critical Access Hospitals Quickly Strengthened Their Digital Front Doors During the Pandemic
With digital front doors becoming increasingly important during the COVID-19 crisis, providers have been moving quickly to launch or enhance telehealth services. This article features examples of how two hospitals have used a “think big and start small” approach to successfully provide online patient visits in order to meet the rapidly growing needs of their organizations and communities.

SOCIAL DETERMINANTS

COVID-19 Places a Spotlight on the Societal Factors that Influence Health
Food, housing, employment and other insecurities have swelled during the coronavirus pandemic. This article highlights the creative strategies several hospitals and health systems across the country are implementing to address the problems, and points out the important roles planners and marketers can play in advancing this important work in their organizations.

Craft a story worth retelling

GLC is a full-service agency helping healthcare brands connect to their target audiences—whether they be patients, providers, donors, board members or the community at large. Through the power of authentic content, captivating storytelling and omnichannel distribution, our clients aren’t just heard, they turn their audience into advocates.

Your Audience Awaits. Let’s Captivate Them

Community Connections

Increasing Emergency Department Volumes Through Marketing and Communications

We are still struggling with low emergency department (ED) patient volumes since COVID hit. We have increased a bit, but are seeing, on average, between 58-65% of our pre-COVID ED volumes. Our walk-in clinics and primary care offices have increased pretty close to pre-COVID volumes, but the biggest area where we're still lacking is ED. I know we're not the only ones dealing with this, so I wanted to seek any input SHSMD members can offer.

Save the Date!

SHSMD Online Course: Orientation to Health Care, February 9 - March 5

Are you new to health care or looking for an update on the rapidly changing field?

The Orientation to Health Care online course will help you better navigate your hospital or health system through these challenging times, gain an understanding of the terminology of health care and get an overview of the evolving landscape.

Expert faculty will present on the following four key topics:
• Health care consumers
• Insurers/managed care organizations
• Physicians
• Hospitals and post-acute care facilities

Consider taking this course as a team! Sign up three or more members for a discounted rate. Contact SHSMD@aha.org for more information.

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

The SHSMD Advantage

COVID-19 Vaccine Communications Toolkit: Strategies and Principles to Guide Hospitals and Health Systems

In December, leaders from UNC Health and Spectrum Health held a collaborative workshop with SHSMD members to discuss and share plans, logistics and internal/external messaging around COVID-19 vaccine distribution.

Highlighting the strategies and experiences that emerged from over 100 SHSMD members at the workshop, a new Vaccine Communications Toolkit is now available for SHSMD and American Hospital Association members.

SHSMD encourages you to download this toolkit to guide your organization's communication plans and campaigns.

Note: The toolkit was distributed recently to AHA hospital and health systems along with other updated COVID-19 vaccination resources. Read the AHA alert.