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

Clubhouse is a new social network based on voice—where people come together to talk, listen and learn from each other in real-time. Is this just a new shiny object or is it an effective tool to engage patients and healthcare workers? If it has promise, how can you use Clubhouse to accomplish your most important goals and objectives? Find out by attending this practical, tip-filled session. You’ll discover:
• The many ways healthcare communicators are already using Clubhouse to connect.
• How to develop a user profile that gets attention and draws traffic.
• The do’s and don’ts of finding and growing your audience.

Learn how professionals in health care marketing, social media and practice are using this new platform strategically and for personal growth. It's currently invitation-only and iOS only.

"Citizen scientist" patient groups have been known since the dawn of the Web, but never has there been as potent and urgent an example as the "Long COVID" community that arose in desperation last year: COVID-19 patients who never get better. Their ability to connect, convene, document their symptoms and crowdsource their data led within months to acceptance by establishment medicine - the CDC, NIH and more.

These are "superpatients" - a term coined in 2019 by our speaker "e-Patient Dave." They're patients who extend science when medicine's not getting the job done. Long COVID patients are the most spectacular example, and the first to rapidly gain scientific recognition. At this conference, he will discuss the "Long COVID" community that arose this past year, the history of these super-engaged patients, how social media is enabling their achievement and what health care can learn from it.

WakeMed Health & Hospitals, a large and growing health system, chose a mobile wayfinding platform to improve access to care and engage with patients at each step of their journey before, during and after care. The app guides patients to their point of care with step-by-step directions and provides access to the right resources to meet their health needs. Patients have access to their WakeMed MyChart patient portal and medical records as well as a robust “Find a Doctor” database. App users can schedule an appointment, reserve their seat in urgent cares, check up-to-date emergency department and urgent care wait times and more.

Since the app launch in 2018, WakeMed continues to leverage and evolve features of the app to enhance communications and meet the immediate needs of their patient populations. The real-time digital response of the location-aware mobile platform allows WakeMed to stay agile and act immediately on situational awareness. WakeMed recognizes the intrinsic value of having a direct conduit to patients that provides location-aware alerts, access to telehealth, navigation to off-site testing locations, symptom checkers to triage patients, and more, to manage patient flows and improve access to contactless or in person care.

It’s Simple Math, 1 + 1 =3. The combination of demand generation and branding is an unrecognized powerhouse. Demand generation touting features and benefits will no longer build long-term business. We’ll share BVK’s roadmap for an integrated strategy incorporating values-based brand building coupled with demand generation through cultivating leads and customer experience that sets a standard for exponential business growth. Learning objectives: This series will delve into strategies to build business growth by leveraging the powerful combination of demand generation and brand building.

Many healthcare organizations are built on solid foundations of providing care to all segments of the population. But, in 2020, many realized that they might not be telling that part of their brand story to the right people at the right time. For organizations that have a true mission to serve multi-cultural segments, understanding the values of those audiences and finding the natural overlaps with your brand creates a base on which to build a solid strategy.

Artificial Intelligence (AI) is revolutionizing almost every industry and area of life today and the field of healthcare marketing is already being impacted in big ways. From how we segment and target customers, to how we purchase and manage digital media platforms to how we engage with patients and deliver value, AI is having a transformational impact how healthcare marketers perform their roles. In fact, how we have practiced marketing for decades will fundamentally change with this new technology. And while marketers don’t necessarily need to know the technical aspects of machine learning and neural networks, they do need to understand how these tools are rapidly expanding from innovation to widespread use in everything we do to build brands and attract and retain customers. AI is redefining our industry – and marketers who embrace these changes and who have a fundamental understanding of how these tools work – will emerge as the next generation of industry leaders and influencers.

Spotlight featuring Nancy Schlitchling, Chief Executive Officer of Henry Ford Health System: Creating a Culture of Disruption, Change and Innovation. 
Futurescan 2021 features the insights of leading experts in health care on topics including consolidation, social determinants, consumerism and more. The annual publication is now available for purchase and SHSMD members receive a complimentary digital copy.

Visit SHSMD.org/Futurescan for more information

Dr. Dean Browell, Alan Shoebridge, and Dan Miers discuss the importance of Gen X's role in healthcare.

CEO and Founder of Gozio Health, Joshua Titus, discusses the benefits of mobile engagement in healthcare.

Paul Crnkovich and Dan Clarin discuss winning the modern health care consumer.