SHSMD Podcast Rapid Insights for Health Care Marketers, Planners, and Communicators

Marketing and communications executives from leading health care systems across the country have been working together to compare their resource allocation to true peers. With a steering committee including Cleveland Clinic, Ochsner Health System, Intermountain Healthcare and SHSMD, benchmarking data has been gathered through the use of a tool that allows participants to compare themselves to similar organizations of all types and sizes. Aggregate benchmarking results of over 50 participants across 3 years of the study will be shared.

SHSMD Connections 2021 Virtual runs October 19-21. Register today!

The fact is, most people start their health journey in Google Search. So how do you make your content and providers stand out? Learn how Henry Ford Health System has successfully bolstered their search results using a multifaceted (content, Google My Business, schema markup) search engine optimization (SEO) strategy with measurable results. Henry Ford will share three case studies for the provider directory, COVID Vaccines, and Frequently Asked Questions and explain how they achieved increased visibility with tangible results.

In 2014, Atlantic Health System’s (AHS) Business Development team entered a contiguous market, infiltrated with fierce competition, despite having no infrastructure. Seven years later, implementing data-driven decision making, best practices and a cutting-edge approach, AHS has built a strong network. Despite confronting challenges, AHS established a robust physician network, opened a multi-specialty building, DE Novo practices, vascular surgery center, ancillary services and launched a joint venture including an ASC. AHS is dedicated to fostering healthier communities across New Jersey replicating this model to further expand the footprint into additional markets.

Meaningful strategies means weaving together the brand experience with human needs. The goal is to create relationships with your audience. And relationships, especially social ones, are built on moments – moments that elicit real emotion while remaining true to your brand strategy. The question is, how does that all happen? Join us for insights and a case study on how to bring unlikely social media tools to life to create authentic connections.

The COVID-19 pandemic has placed spotlight on health inequities in the United States. One pathway for improving health equity is to address the societal factors that influence health. In this session, presenters from the American Hospital Association and CommonSpirit Health will share a framework for how hospitals can address the societal factors that influence health. The presenter from CommonSpirit Health will bring the framework to life, sharing how her health care system has deployed a system-wide strategic effort to address the societal factors that lead to health inequities in the communities they serve.

Behavioral health services have been undervalued and underfunded for many years, making them unprofitable service lines for most health systems. Even before the COVID-19 pandemic, suicide rates were at their highest in 30 years, and opioid abuse had reached crisis proportions, along with anxiety and depression,” says Harsh K. Trivedi, MD, president and CEO of Sheppard Pratt, the nation’s largest private, nonprofit provider of mental health, substance use, developmental disability, special education and social services. “The pandemic has amplified these trends and exacerbated an already-grim outlook for the provision of mental health services not just in the overall population, but especially in communities of color.”

We just witnessed how quickly health care organizations can implement when forced to focus. Those who can direct that type of focus to their strategy will be positioned to succeed in any environment. Yet most strategic planning processes create dilution, which inhibits strategy execution. The “solution” is bigger, bolder strategies, resulting in more dilution. This session provides cross-industry best practices to ensure pandemic-like focus on your strategy. For instance, define clear goals before determining the work to be done; objectively reject some ideas so you can focus on the most important; and protect resources executing the most critical initiatives from distraction.

Media Trainer Russ Rhea and Adam Bagni, Communications Director at Wentworth-Douglass Hospital in Dover, NH, will share the results of recent research with newsrooms nationwide on how the pandemic has changed news gathering and interview formats. Russ and Adam will also present a statistically-based media training model that helps spokespeople better anticipate questions and craft messages. The two former journalists will explain the keys to consistently acquiring effective earned media. Participants will leave the session with some new tools to stay in control and on message in media appearances. This is also a “train the trainer” session. Those attending this presentation will learn a simple process to better prepare their organization's spokespeople for media interviews and speaking appearances.

A person's zip code is a highly predictive determinant of their health. Clinically integrated health networks must account for and manage neighborhood-level variation in clinical and social determinants to improve community health, care experiences, and cost.

In this podcast, BVK and partner Wellforce's population health leaders will share an approach for building healthy communities that starts with neighborhood-level care teams and the patients that they serve and share. Our approach leverages data analytics, the marketing discipline, and innovative network-of-networks models to focus resources and interventions and improve population health neighborhood outcomes.

There are critical lessons for marketing in this approach, notably, how to "show-up" in the effort to build healthy communities and how to contribute essential insight into building effective interventions that deliver on the brand promise of improving health and wellness, not simply organizing and operating hospitals and physician practices.

Learning Objectives
• Recognize the core components that determine the health of a population neighborhood
• Apply a data methodology to define and organize population health neighborhoods
• Know the care continuum gaps that must be addressed to improve neighborhood health
• Define and measure success in terms of improved neighborhood population health and wellbeing