SEPT. 8-11, 2019   |   MUSIC CITY CENTER   |   NASHVILLE, TN

Brought to you by the
Society for Healthcare Strategy & Market Development

Composing the Future of Health Care Strategy

Intensive: Marketing in Health Care

Marketing Plans, Communications and Market Research

Saturday, September 7 | 8:00 a.m.–5:00 p.m. AND
Sunday, September 8 | 8:00 a.m.–Noon

This popular SHSMD Credentials program—normally a two-month online course series—is being offered in person, where participants can learn from expert faculty and network with peers face to face over two days. 

Walk away with practical tools and actionable insights to position yourself and your organization for success. Faculty will provide an in-depth look at the essentials of health care marketing: marketing plans, communications and market research. Additionally, participants will receive access to eight elective webcasts following the event. 

Areas of Focus:

  • The politics and process of creating a marketing plan
  • Key issues impacting marketing strategy in 2019 and beyond
  • Integration of marketing research into the strategy development process
  • Fundamentals of brand and service line communication strategy
  • How to design objectives-based research and interpret data


JOEL ENGLISH, Executive Vice President, BVK

Suzanne Hendery
SUZANNE HENDERY, Chief Marketing Officer, Renown Health

Rob Klein
ROB KLEIN, Founder and Chief Executive Officer, Klein & Partners

David Marlowe
DAVID MARLOWE, Principal, Strategic Marketing Concepts

Participants who pass all the program requirements will receive a SHSMD Credential in Health Care Marketing.

Full Intensive Session Outline:

Marketing Plans
  • The politics and process of creating a marketing plan
  • How to conduct a market audit
  • Key issues impacting marketing strategy in 2018
  • Market positions
  • Market strategies
  • Examples of realistic, quantifiable objectives
  • How to develop market actions
  • Integration of marketing research into the strategy development process
  • Fundamentals of brand and service-line communication strategy
  • Fundamentals of effective advertising
  • Fundamentals of media planning and buying
Market Research
  • The purpose of research
  • How to design objectives-based research
  • Data collection methods
  • How to interpret data
  • How to discern good data from bad data
Online/On Demand Elective Webcasts
As an additional benefit, attendees will have access to watch all eight elective webcasts (45-60 minutes each) after the in-person program, but must watch a minimum of three elective webcasts based on their interests and complete/pass an accompanying quiz. Participants have one month following the conference to complete the elective component housed inside an online platform and available to access 24/7:
  • Physician Relations as a Marketing Strategy: Best Practices for Success
  • Demystifying CRM: Real World Basics for Starting Your CRM Journey
  • How Much is that Health Care in the Window? Price as a Marketing Strategy
  • The 60-Day Content Marketing Makeover
  • “Remodeling” Your Existing Internal Communications Infrastructure!
  • Content Creation: A Foundation for Telling Stories and Sharing Experiences
  • Markitecture—MarComm Technology & Structure
  • Recognizing Digital Media Fraud and Tracking Your Online Investments


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