From Reactive to Proactive: Implementing Predictive AI for Healthcare Marketing Success
Healthcare marketing has traditionally operated on a reactive model—waiting for patients to express interest before engaging with targeted messaging. This approach, while functional, leaves significant opportunities on the table. Predictive AI is transforming this paradigm, enabling healthcare organizations to identify and engage potential patients before they even begin their search for care.
This shift from reactive to proactive marketing represents more than just a technological upgrade; it fundamentally changes how healthcare organizations connect with their communities. By leveraging predictive targeting, marketing teams can identify ideal patients, anticipate their healthcare needs, optimize resource allocation, and create more personalized, timely messaging for significantly higher conversion rates.
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Recruitment Marketing as a Strategic Solution to Hiring Challenges Health systems across the United States are struggling to recruit new staff amidst a national shortage of an estimated 4 million health care workers. One solution to this emerging crisis may be recruitment marketing, a strategy that helps organizations stand out from other employers by strategically showcasing unique culture, values, and employee experiences to attract the right talent. Sheppard Pratt, a national behavioral health system serving individuals from 43 states and seven countries, has used recruitment marketing to bolster its hiring efforts. The result has been a nearly 25% reduction in vacancy volume and more than 3.6% increase in new-hire volume systemwide. “Our director of recruitment, who’s been with Sheppard Pratt for 25 years, has never seen the vacancy numbers this low; a true testament to the importance of this initiative,” notes Maria Belli, Sheppard Pratt’s Recruitment Marketing Manager.
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Investing in Thought Leadership Can Amplify Rural Health Care Systems Designing and using a structured, repeatable “thought leadership engine” can elevate the voices of leaders in rural health systems, strengthening the organization’s relationships and brand regionally and nationally. During a presentation held at the SHSMD Connections Conference in October 2024, experts weighed in on the importance of thought leadership and how investing in it can aid health systems—particularly those in rural areas. The session focused on the experiences of the team at ECU Health, a health system serving a vast, rural, and medically complex service area.
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Taking a Data-Driven Approach to Workforce Optimization Health systems across the country are facing workforce shortages in the coming decade, with demand for primary care physicians and surgeons, among other professions, projected to far outpace supply. The challenge is particularly acute for rural hospitals, most of which have smaller populations from which to attract and hire needed personnel. To meet this emerging crisis effectively, health systems need to take a data-driven approach to evaluating their local markets for potential hires and assessing clinical staffing needs. For effective workforce strategies, health care leaders must understand how to collect and use accurate, real-time data to drive provider recruitment across their markets.
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Content Partner
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SHSMD ONLINE CERTIFICATE COURSE | Social Media Strategies in Health Care |
September 15 – October 7, 2025
Stay ahead of fast-changing social media trends, tools, and compliance requirements in this multi-week certificate series. Through six live webinars and 15+ on-demand recordings, learn best practices from peers on topics such as AI in content creation, podcasting strategies, LinkedIn brand building, repurposing content, and influencer marketing. Upon completion, you’ll earn a digital certificate and badge to share across your platforms.
Register for the Certificate Course
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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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SHSMD 2026 CALL FOR VOLUNTEERS | Open through October 17, 2025
Volunteer with SHSMD and make a lasting impact on health care. Opportunities range from conference planning to micro-volunteering. Gain valuable leadership experience while expanding your network and contributing to the future of our profession.
Apply by October 17 and be considered for 2026 assignments.
Apply to Volunteer
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Altamonte Springs, Florida: The Senior CX Data Analyst serves as a liaison between clinical and operational service lines supporting a variety of consumer experience, quality and performance measurement initiatives throughout the organization through participation in development and maintenance of reports, scorecards and dashboard tools. These initiatives include but are not limited to tracking consumer experience, clinical quality outcomes, and benchmarking internal performance against external peers.
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St. Louis, Missouri: Barnes-Jewish Hospital is seeking an experienced HR Business Partner. Candidates should have experience in problem solving, consultation and change management within organizations. Knowledge of data and using that to make changes is a plus! Hybrid position, should reside in the Greater St. Louis area.
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New Braunfels, Texas: Responsible for the pulmonary care of critical, non-critical, and chronically ill adult, pediatric, and neonatal patients under the direction of a physician with minimal supervision. Performs patient assessments and institutes respiratory care plans. Performs various technical and diagnostic respiratory therapy procedures in all areas of the hospital.
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Santa Maria, California: Serving at UCLA Health will give you the opportunity to use your specialized abilities to help improve the lives of our patients, their families, and your fellow UCLA Health team members. You’ll provide critical support that makes healing happen. We’d love to have you join us. In this position, you will protect and guard all assets, staff, patients, and visitors in and around the UCLA Santa Monica Hospital. Security Officers perform regular patrols and document all routine activities, incidents, and may perform in a lead capacity as well as other duties as assigned. Additionally, you will enforce all policies and state laws, and follow all guidelines including state regulatory agency requirements. You will also ensure that the building is properly secured after closing.
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Orlando, Florida: The Inpatient Coder is responsible for reviewing, analyzing, and interpreting clinical documentation in the medical record, applying appropriate ICD-10-CM/PCS coding conventions and MS-DRG Medicare Prospective Payment System requirements. Actively participates in outstanding customer service and accepts responsibility for maintaining relationships that are equally respectful to all. The Senior Coder demonstrates experience and expertise, so coding quality review is not required before billing. The Senior Coder utilizes years of experience and expertise to demonstrate leadership within the coding section, mentoring others and assisting management in maintaining excellence in coding. Actively participates in outstanding customer service and accepts responsibility for maintaining relationships that are equally respectful to all.
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