SHSMD Education 2024 Credential | Creating a Transformative Digital Strategy
August 6, 2024 - September 5, 2024
Module 1: Building the Foundation of a Successful Contemporary Digital Marketing Program in Health Care
Part 1
Webinar: Tuesday, August 6 (1-2:15pm CST)
Presenters: Kathy Divis
- Understanding
the current state of digital marketing in/out of health care and the major
trends impacting marketers
- Inventory
of marketing techniques/technology, how they work together and the
importance of an integrated marketing technology
- Positioning/Aligning
staff and other resources to meet new needs
Part 2
Webinar: Thursday, August 8 (1-2pm CST)
Presenters: Jason Brown
- Picking
a pilot project, setting reasonable goals and selling it to the
C-Suite/Speaking CEO language
- Creating
an attribution model and ROI model
- Selling
through your budget
Module 2: Telling Your Story to Drive Results
Webinar: Thursday,
August 13 (1-2:15pm CST)
Presenter: Jason Brown
- Developing
an effective and scalable content strategy
- Creating
a powerful, dynamic messaging matrix
- Understanding
how data analysis is used to guide strategy and content
Module 3: Activating Your Message Across the Tradigital Landscape
Webinar: Thursday, August 15 (1-2:15pm CST)
Presenter: Jason Brown
- Creating
a tradigital approach & lead generating digital tactics
- Understanding
the impact of your digital properties on your brand
- Understanding
the ABCs of owned versus paid versus earned media
Week of August
18: No Webinar - Work on Pilot Projects
Module 4: Preparing for What is Coming Next
Webinar: Tuesday, August 27 (1-2pm CST)
Presenters: Kathy Divis
- Exploring
the emerging technologies including predictive analytics, virtual reality,
and artificial intelligence/conversational intelligence
- Exploring
how emerging technologies may impact: budget and staffing, MarTech stack,
channels used, and attribution models
Week of
September 1: Peer Reviews due
*All live webinars are recorded and available to access 24/7
within the course platform.