How a Strong Health Care Brand Can Minimize Disruption From New Competitors Disruptors are continuing to challenge traditional hospitals with promises of better convenience, ease of access, and affordability, and health systems need to find solutions to ensure they meet the care preferences of patients who value these attributes. In a session titled “Using the Power of Strong Healthcare Brand to Minimize Disruption From New Competitors,” presented during the SHSMD Connections Conference in October 2024, Tom Kirby, senior director of strategic marketing and intelligence at the University of Pittsburgh Medical Center (UPMC), and Ryan Hatt, director, strategic partnerships at NRC Health, described the partnership between the two organizations and detailed how brand positioning plays a role in patient satisfaction and recognition.
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Understanding and Execution Key to Mastering Patient Engagement Effectively engaging with patient populations requires properly identifying the characteristics of those you aim to reach, then tailoring content in order to meet consumers where they are. Successfully doing so necessitates a marriage of data and execution that can effectively transform the marketing and digital engagement strategies of health care organizations. During a session presented at the SHSMD Connections Conference in October 2024, experts in the field addressed how the team at OhioHealth—working in partnership with Parallel Path, a health and wellness marketing agency—developed and implemented such a strategy.
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Full Organization Engagement Enables Effective Strategic Development For health systems to execute effective strategic planning strategies, buy-in and involvement from all corners of the organization is needed. At Regional One Health in Memphis, Tenn., part of a decade-long plan aimed at achieving the goal of becoming an academic medical center has involved developing a tailored process that highlights collaboration between physicians, hospital leadership and other core staff members. During a presentation at the SHSMD Connections Conference in October 2024, representatives from Regional One Health detailed the steps forward—and constant reevaluation—necessary to implement such a plan.
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“Forward Together:” An Interdepartmental Approach to Strategic Planning Implementation Strategic planning processes that engage entire organizations, across teams and departments, can be truly transformational for healthcare systems seeking to make significant changes beyond more “conventional” goals such as business development and market expansion, according to Lisa Brady and Lindsey Duffy, both of whom are executives with St. Joseph’s Health in northern New Jersey.
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Content Partner
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ONLINE CREDENTIAL COURSE | Health Care Marketing Plans, Communications, and Market Research
Date: April 1 – May 27, 2025
Format: Online Course
Gain expertise in health care marketing, communications, and market research with this expert-led credential course. The program includes three core courses and eight elective options, equipping professionals with essential skills in market planning, strategic communications, and consumer engagement.
Successfully completing all assignments and passing the final exam will earn participants the SHSMD Credential in Health Care Marketing.
Advance your career—enroll today!
Learn more and register
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CALL FOR NOMINATIONS | 2026 SHSMD Advisory Board
Nomination Deadline: March 7, 2025
SHSMD seeks forward-thinking leaders to help shape the Society’s future. From February 3 through March 7, 2025, we invite nominations for diverse professionals committed to empowering members, anticipating industry shifts, and driving meaningful change in health care strategy.
Consider nominating yourself or a colleague for a three-year term on the SHSMD Advisory Board.
Make an impact—submit your nomination today!
Learn more and nominate
View all of SHSMDs upcoming education and get access to on demand education HERE.
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Complimentary Resources Crafted for SHSMD Members
SHSMD provides its members with ongoing news and reports to bring new knowledge and thought leadership. Below are two key resources recently released to guide your strategic thinking about emerging trends.
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Futurescan 2025: Health Care Trends and Implications
Prepare for the Future
Futurescan 2025 continues SHSMD’s tradition of providing strategic planning insights for health care leaders. This year’s edition features expert perspectives on value-based care financing, community health strategies, workforce trends, sustainability for smaller hospitals, and advancements in digital behavioral health.
Stay informed with this essential planning resource.
Access your complimentary copy
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2025 eLearning Season Pass
Invest in Your Team’s Development
Empower your team with SHSMD’s 2025 eLearning Season Pass, offering live and on-demand courses tailored for health care strategists, marketers, and communicators. With flexible tiered pricing, organizations can select the package that best fits their training needs.
Choose the Right Tier for Your Team:
| Tier |
Investment |
# of Registrations |
Avg. Rate per Course |
Potential Savings |
| Basic |
$3,000 |
5 Registrations |
$600 |
Up to $2,500 |
| Premium |
$5,000 |
10 Registrations |
$500 |
Up to $6,000 |
| VIP |
$8,000 |
20 Registrations |
$400 |
Up to $14,000 |
Professional development made easy, flexible, and impactful.
Explore options and purchase
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Consumer Experience Reports Compendium
Enhancing Health Care Consumerism
As patients increasingly demand personalized, tech-driven, and seamless health care experiences, SHSMD has curated a comprehensive collection of consumer research and national-scale insights. These reports explore the latest trends in digital engagement, patient satisfaction, and consumer-driven health care models.
Stay ahead of industry shifts with the Consumer Experience Reports Compendium.
Access the reports
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The Web Content Strategy Manager is responsible for developing and executing content strategies for RSFH.com and affiliated digital properties of Roper St. Francis Healthcare. This role collaborates with internal and external subject matter experts to create and implement content plans that drive engagement, improve user experience, and ensure content aligns with our brand, audience needs, and business goals.
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Blaine, Minnesota, Marketing Strategists play a crucial role in developing and executing tailored marketing strategies that align offline and online efforts for our clients. Collaborating with business development, creative, and digital teams, you will define campaign goals and uncover insights that drive impactful solutions.
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Spartanburg, South Carolina, Join Our Spartanburg Regional Healthcare Team as a Dynamic Strategy Specialist today! Location: Spartanburg, SC (ONSITE) Are you passionate about data-driven decision-making and making a positive impact in the healthcare industry? The Strategy Specialist is responsible for providing data support to the Strategic Services Department and key organizational decision makers.
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Kalamazoo, Michigan, Location: BHG Bronson Healthcare Group Time Type: Full Time Scheduled Weekly Hours: 40 Overview Team Bronson is compassionate, resilient, and strong. We are driven by positivity, inspiring us to be our best and to go above and beyond for our patients, one another, and our community.
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Brunswick, Georgia, EXECUTIVE DIRECTOR OF MARKETING & COMMUNICATIONS SOUTHEAST GEORGIA HEALTH SYSTEM BRUNSWICK, GA HARTZ Search invites you to explore an exciting opportunity with Southeast Georgia Health System for a Executive Director of Marketing & Communications. The new Executive Director of Marketing will be responsible for working with the CEO and Health System leadership to develop, implement, and evaluate marketing and public relations activities that define and support the Health System's strategic goals.
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Dallas, Texas, JOB SUMMARY The Program Manager 1 is accountable for managing many, low to medium level complexity programs and initiatives ensuring achievement of short and long-range strategic goals and alignment at a regional and/or system level. ESSENTIAL FUNCTIONS OF THE ROLE Coordinates, manages and facilitates the design, planning and implementation of many programs and processes and/or quality improvement initiatives.
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