SHSMD Spectrum Newsletter
May/June 2021
Featured Articles
STRATEGY
  
How Mayo Clinic Implemented a More Agile, Dynamic Approach to Strategic Planning
As Mayo Clinic developed a new corporate strategy a few years ago, leaders labeled it “vision for 2030,” looking a decade ahead to where the industry might pivot. Mayo’s approach is meant to help keep leaders on course and rather than making modifications every few years, they review strategy quarterly.
COMMUNICATIONS
  
Wexner Medical Center Overhauls its Internal Communication Strategy to Treat Employee Contact with Same Rigor as External Campaigns
COVID-19 has magnified the importance of internal communication, as leaders navigate furloughs, burnout, safety protocols and telecommuting. Ohio State Wexner Medical Center has mastered this challenge by using consumer segmentation strategies to dissect team members’ communication tendencies.
MARKETING & COMMUNICATIONS
  
How Hospital Marketing-Communications Leaders are Preparing for the Post-COVID Future
COVID-19 completely upended hospital marketing and communications last year, forcing departmental directors to reduce budgets, manage teams remotely and adapt to rapidly evolving consumer expectations. But what comes next? SHSMD  sat down with three experts to pick their brains about future planning.
PLANNING
  
Strategists and Marketers Work to Elevate Their Hospitals' Ongoing Work on Housing Instability
Hospitals are facing a growing urgency to address worsening housing instability in their communities, and marketers and strategists play a pivotal role in supporting this work. For those figuring out where to start, AHA’s “Housing and Health: A Roadmap for the Future” offers options. 

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Core Health
Core Health
Community Connections
Rebrand with New Company Name and Logo
  
My organization is going through a rebrand very soon. We are not only changing our logo and brand, we are changing our company name. I am looking for any guidance to encourage employee adoption and patient acceptance of the new brand. If you have checklists for media, ideas on how to get the community involved or any lessons learned, I would love to hear about them.
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
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Ten Adams
Creative Marketing Programs Kansas City (CMPkc)
Save the Date!
Advanced Health Care Social Media & Digital Marketing Virtual Conference

June 8 &10 | 10 a.m. - 3 p.m. CT each day | Workshops on June 9

Mayo Clinic Social Media Network and SHSMD are once again collaborating on a two-day virtual conference focused on best practices, new trends and successful strategies in health care social media and digital marketing.

Interact with your peers, download impactful resources and hear from organizations who have successfully leveraged the power of social media in their digital marketing strategies. Plus! Participants may earn up to 6 ACHE Qualified Education Hours.

Explore the Sessions

 

NEW THIS YEAR: Registration to the virtual conference will include an extension of 12 more months to your SHSMD membership and one year Mayo Social Media Network Premium Membership.
The SHSMD Advantage
Now is the time to create more human health care experiences.
Download the Humanizing Brand Experience Vol 4 report

Released exclusively first to SHSMD members, Humanizing Brand Experience Vol 4 provides a comprehensive and clear pre- and post-COVID-19 view of consumer, brand and experience needs in the health care field. Creating a more human brand experience has never been more critical to success in our field and this report unlocks the opportunities that you can leverage to create meaningful change within your organization.

Humanizing Brand Experience Vol 4 is a unique health care brand experience measurement tool and assessment that highlights how consumer needs have (and have not) changed as they’ve navigated health care through the pandemic.