SHSMD Spectrum Newsletter
March/April 2021
Featured Articles
DIGITAL STRATEGY
  
7 Principles to Guide Health Care Strategists Through COVID Chaos and Beyond
When crises hit in health care, typically well-laid marketing plans are pushed aside in favor of addressing the most pressing strategies and communications. Regional Medical Center has established patients, accountability and a digital-first mindset as part of its North Star.
DATA
  
Using Patient Data to Engage the C-Suite in a Brand Experience
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 found a way, connecting brand experience data from consumers with patient HCAHPS scores to speak the C-suite’s language.
PLANNING
  
Marketing in Prime Position to Serve as ‘Chief Collaborator’ of the Hospital System
With COVID-19 affecting so many facets of health care, hospital systems are in need of a “chief collaborator.” Marketing can often fill this role by steering big-picture conversations toward patient needs. At Spectrum Health in Grand Rapids, Michigan, marketers use scenario planning to confront challenges and help plan for uncertainty.
MARKETING
  
How a Desert Hospital Closed the Gap Between Quality Scores and Employee Perceptions
Yuma Regional Medical Center was seeing its quality scores climb amid encouragement from a new CEO who wanted to publicize such wins. Yet as marketers moved to amplify this message, they discovered a disconnect among team members. Leadership knew they needed to work on employee engagement before launching a marketing campaign.

Reader Poll

Please tell us how satisfied you are with SHSMD’s Spectrum newsletter. Check one.

Very Satisfied
Somewhat Satisfied
Not At All Satisfied

Community Connections
Patient Preparedness – Telehealth and Virtual Visits
  
We adopted telehealth/virtual visits last year on a new platform. We’d like to help patients be more prepared before a scheduled appointment. What have you done to help with preparedness and patient adoption of virtual visits? What has been most effective in communication? 
Craft a story worth retelling
GLC- A Marketing Communications Agency®
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
Advertisement
Save the Date!
Public Relations and Communications In Health Care Settings
Last Chance to Register! | March 8–April 16, 2021 | 24/7 Access

Stay at the forefront of health care public relations and communications.
 

This SHSMD member credential series, Public Relations and Communications in Health Care Settings, features expert faculty who will share key trends impacting communication professionals, identify and develop new skillsets and guide you through a cumulative and collaborative activity that will result in an actionable plan to help you solve current and emerging challenges.

Topics include:

  • Impacts of COVID-19 on internal communications 
  • Evolving your internal communications strategy 
  • Brand journalism, content creation and external communications  Developing a strategic framework for communications

Successful completion of course requirements will result in a SHSMD Credential that you can share on social and professional networks.
 
Consider taking this course as a team! Sign up three or more members for a discounted rate. Contact SHSMD@aha.org for more information.
The SHSMD Advantage
Get Futurescan 2021–2026: Health Care Trends and Implications For Your Team

In addition to your FREE member copy of Futurescan 2021, demonstrate your expert knowledge of health care trends and implications to your leadership team and staff with these additional Futurescan tools and resources:

Remember, as a SHSMD member, you receive one free digital copy. To access this copy or to purchase additional copies for your team, please click here.
LIFT Can Help You Navigate the “New Normal"
LIFT
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
Advertisement