SHSMD Credential Programs for Health Care Professionals

SHSMD Credentials are awarded for successful completion of the following designated programs that confirm proficiency of a skill through testing, examination, skill demonstration, or project completion. Additional requirements may include participation in discussion boards, quizzes, group work, presentations, and additional readings/assignments as assigned by faculty. Upon successful completion of all requirements, participants will be awarded with a verified SHSMD Credential as a shareable digital credential described below.

Full Title: SHSMD Health Care Marketing Credential: Marketing Plans, Communications, & Market Research
Badge name: Health Care Marketing
Full Title: SHSMD Strategic Planning in Health Care Credential
Badge Name: Strategic Planning in Health Care
Full Title: SHSMD Public Relations and Communications in Health Care Credential
Badge name: Health Care Public Relations & Communication
Full Title: Creating a Transformative Digital Strategy SHSMD Credential
Badge Name: Digital Marketing Strategy in Health Care
Full Title: SHSMD Credential: Advanced Analytics for Health Care Strategists
Badge name: Advanced Analytics for Health Care Strategists
Full Title: SHSMD Credential: Effective Storytelling in Health Care
Badge Name: Storytelling for Health Care Strategists
Full Title: SHSMD Credential: Facilitation for Health Care Strategists
Badge Name: Facilitation Skills for Health Care Strategists
Full Title: SHSMD Credential: Design Thinking for Health Care Strategists
Badge Name: Design Thinking for Health Care Strategists
Full Title: SHSMD Credential: Building Coalitions to Accelerate Innovation and Intrapreneurship
Badge Name: Coalition Building for Health Care Strategists
Full Title: The New Data Landscape in Health Care: Advanced Analytics for Strategists
Badge Name: Advanced Analytics for Health Care Strategists

Full Title: Marketing in Health Care: Marketing Plans, Communications, & Market Research
Badge name: Health Care Marketing

SHSMD’s Health Care Marketing Certificate online program includes three core courses focused on health care marketing plans, communications, and research, as well as eight additional elective options. The credential holder has met a set of established criteria identified in the course learning objectives stated below.

Course 1: Health Care Marketing Plans:

Structure a market audit
Use market audit findings to develop a position, strategies, and quantifiable objectives
Develop a portfolio of specific market actions and create a zero-based budget
Establish appropriate marketing metrics
Understand the challenges of health care marketing ROI measurement

Course 2: Mastering Marketing Communications:

Apply a disciplined process incorporating research analysis, strategy development, communications creation and placement, and measurement of results
Participate in all elements of the marketing communications process, applying basic knowledge
Apply tools shared in the session: strategy development grids, a planning blueprint for marketing communications, and a marketing communications creative work plan

Course 3: Health Care Market Research:

Design an objectives-based research study
Employ data collection techniques
Employ analytical techniques and interpret results

Elective Webcasts: Attendees must watch a minimum of three elective webcasts and pass the associated quizzes.

Criteria
The credential holder demonstrates their knowledge through successfully passing exams and quizzes associated with each section. Additional criteria required to earn the certificate include:

Viewing a minimum of 13 hours of online presentations.
Completing exams for each of the three core courses (Marketing Plans, Marketing Communications, and Marketing Research) at a passing score of 60%.
Completing a minimum of three elective webcast quizzes earning a minimum core of 60%.
Active participation in required discussion board assignments.
Completion of any additional readings/assignments required by faculty.

Full Title: SHSMD Strategic Planning in Health Care Credential
Badge Name: Strategic Planning in Health Care

SHSMD Strategic Planning in Health Care online program includes three courses focused on the Strategic Planning Process and Content, Successful Plan Execution a variety of elective topics. The credential holder has met a set of established criteria identified in the course learning objectives stated below as well as additional criteria.

Strategic Planning Process and Content
This two-week course will cover four modules noted below, with each module including a live, 60 minute webcast and associated discussions questions/assignments. Registrants must also pass an exam at the end of the course.

Module 1: Designing an Effective Strategic Planning Process
Module 2: Elements of a Strategic Plan
Module 3: Strategic Metrics (Key Performance Indicators)
Module 4: Understanding Context and Being Future Focused

Successful Plan Execution
This two-week course will cover four modules noted below, with each module including a live, 60 minute webcast and associated discussions questions/assignments. Registrants must pass an exam at the end of the course as part of the certificate requirements.

Module 1: Communicating the Strategic Plan to Different Stakeholders
Module 2: Developing a Tactical Plan
Module 3: Integrating and Aligning the Strategic Plan with Financial Planning
Module 4: Using Bridging Worlds to Advance Plan Development

Strategic Planning Electives
Registrants will have access to watch all 14 electives noted below (click here for descriptions), but must watch a minimum of four elective webcasts (each 45-60 minutes) based on their interests, and complete/pass each accompanying quiz.

Criteria:

The credential holder demonstrates their knowledge through successfully passing exams and quizzes associated with each section. Additional criteria required to earn the credential includes:

Viewing a minimum of 12 hours of online presentations.
Completing exams for each of the two core courses at a passing score of 60%.
Completing quizzes for at least four of the 14 elective presentations at a passing score of 60%.
Active participation in required discussion board assignments.
Completion of any additional readings/assignments required by faculty.

Full Title: SHSMD Public Relations and Communications in Health Care Credential
Badge name: Health Care Public Relations & Communication

This five-part, online credential series is intended for professionals in health care communications and public relations. The credential holder has gained knowledge outlined in the course learning objectives and course modules by meeting a set of established criteria stated below.

Learning Objectives:
In this series, participants learn how to:

Prepare for key trends impacting health care communications professionals from industry experts.
Develop skills around strategic communication and change management solutions.
Grow as trusted advisors and effective change agents.
Apply these learnings to real-world challenges.

Module 1 | The State of Health Care PR and Communications
Part 1) Internal: Change Management and the Evolution of the Digital Workplace

Trends in internal communication – new skills, new roles
Communication models for driving effective change
Leaders and managers as conversationalists
Storytelling and purpose-driven communication
Trends in channels/Intranets
Trends specific to health care professionals today.

Module 2 |The State of Health Care PR and Communication
Part 2) External: Brand Journalism and Trends

Merging world of earned, owned and paid.
Trends specific to health care professionals today. How the profession is shifting and what are key themes to explore?

Module 3 | It’s All about Great Strategy: Strategic Frameworks for Communication Professionals

Framing Strategy
Goal Setting
Principals of Evaluation – measuring impact of communication efforts

Module 4 | Panel Discussion: Leading Change
Hear from seasoned communications’ professionals building themselves as trusted and senior advisors. Learn how to earn influence, sell ideas and drive meaningful change.

Module 5 | Sharing of Participant Case Studies
Three or four case studies will be presented by course participants.

Criteria:
The credential holder demonstrates their knowledge through completion of the following requirements:

Use Case Assignment: At the start of the series, participants will be asked to identify a use case problem/challenge that they are currently facing in their role. Throughout the series, faculty will guide them through the process of identifying goals, implementation strategies, and evaluation steps for that use case. A template will be provided and introduced early in the course, and discussion questions and content throughout the course will help guide them through the template and use case process. Faculty and fellow course attendees will provide counsel and input and participants will walk away with an actionable plan for that use case, and template for future challenges. Use cases will be graded.
Viewing a minimum of 5 hours of online presentations (up to 10 hours of additional webcast recordings available).
Participation in required discussion board assignments.
Completion of any additional readings/assignments required by faculty.
Completion of all evaluations.

Full Title: Creating a Transformative Digital Strategy SHSMD Credential
Badge Name: Digital Marketing Strategy in Health Care

The SHSMD Credential: Creating a Transformative Digital Strategy is facilitated by industry experts in health care marketing. “Tradigital” strategy effectively means applying traditional principles of marketing and branding to the digital space in order to gain competitive advantage. In this online course, insights on the current state of digital marketing and emerging technologies are discussed and faculty outline a roadmap to help start or revamp your digital strategy, and provide ways to create effective and scalable content. The course ends with an overview of what’s coming next and how to prepare.

The course will cover the following four topic modules, which include webinars, case examples, discussion board assignments, and access to a library of additional resources (conference session recordings, templates, white papers, articles). Participants much also complete a use case assignment that applies the principles learned during the course.

Module 1: Building the Foundation of a Successful Contemporary Digital Marketing Program in Health Care

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
*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

Assignment: Picking your pilot project.

Module 2: Telling Your Story to Drive Results

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

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

Module 4: Preparing for What is Coming Next

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

The credential holder demonstrates their knowledge through successfully completing a use case assignment. Additional criteria required to earn the certificate include:

Viewing a minimum of 5 hours of online presentations/webinar
Successful completion of the use case assignment applying principles learned from the course and evaluated by faculty
Active participation in required discussion board assignments
Completion of any additional readings/assignments required by faculty

Full Title: SHSMD Credential: Advanced Analytics for Health Care Strategists
Badge name: Advanced Analytics for Health Care Strategists

This online program focuses on the following four modules specific to health care: 1) new and merging data sets, 2) the changing landscape of the inpatient and ambulatory world, 3) rapid, market-specific strategic decision making, and 4) data visualization and storytelling. The credential holder has gained knowledge outlined in the course learning objectives stated below and met a set of established criteria.

Module 1: New and Emerging Data Sets

Learn how to leverage third party data (consumer digital behavior and claims data).
Understand data usage rights.
Identify modern approaches using data patterns.
Define ways to use new data.
Determine analyses for finding growth opportunities across the continuum.
Identify different approaches to evaluating all major drivers of market share.
Recognize new approaches to modernizing market assessments and highlight new analyses for making them more actionable.

Module 2: Changing Landscape of Inpatient and Ambulatory World

Identify which service lines are showing the greatest shift and which are beginning to stabilize.
Understand how reimbursements differ for similar procedures in the IP vs OP setting.
Learn if thee shift from IP to OP leave empty beds at my hospital.
Recognize broad drivers of movement to the outpatient setting.
Comprehend practical modeling applications of relevant existing datasets.

Module 3: Rapid, Market-Specific Strategic Decision Making

Determine why market relevance demands rapid strategic decision-making.
Review trends such as evolving payment models, utilization patterns and a care continuum approach will be explored.
Learn how to structure a strategic planning approach to remain nimble as a large, multi-state health system.
Identify national-regional-local market decisions and how to find focus across markets.
Tips and tricks to effective strategic decision-making.
How to apply these lessons to your organization and your market.

Module 4: Data Visualization and Storytelling

Understand how to transform data into information and knowledge using BI & GIS tools.
Learn how to build a compelling narrative around strategic growth opportunities in a particular service line using BI and GIS tools.
How to frame a visualization and a story with the data.
Which type of story theme might work best?
The value of dashboards and stories to increase power of the data.
How to visualize this for others to increase engagement—and their ability to share the story/data/insights.

Criteria:
The credential holder demonstrates their knowledge through successfully passing a final exam at the end of the program. Additional criteria required to earn the certificate include:

Viewing a minimum of 8 hours of online presentations (two 60-minute webcasts per module).
Participating in required discussion board assignments. Approximately eight discussion questions per module.
Completion of any additional readings/assignments required by faculty.
Completion of all evaluations.

Full Title: SHSMD Credential: The Power of Effective Storytelling in Health Care
Badge Name: Storytelling for Health Care Strategists

The SHSMD Credential: Effective Storytelling in Health Care is narrated by expert storytellers, and guides the participants through the process of developing stories through sharing a variety of best practices in health care and out-of-industry. The course learning objectives include:

How to develop your storytelling team across organizational silos to uncover data and content.
An understanding of narrative arc and the importance of tying the story to your brand and content strategy.
Determining which stories to select, which channels to utilize, and how to create and promote them.
Metrics for measuring your storytelling success and how to report these findings through internal storytelling methods.
How other marketers, both in and outside the health care industry, are using stories to advance their brand.

The course consists of six live webcasts (one for each module listed below), additional resources (articles, checklists, templates), discussion board assignments spurring the sharing of best practices for each module, and a final exam.

Module 1: Why Tell Stories
Understanding the science of Storytelling and Human Connection
Finding yourself in the story
Module 2: Strategy for Stories Building your brand narrative
Building your story based on your organization’s internal and external behavioral change model
Module 3: Telling Stories Learning and understanding the narrative arc and development
What influences storytelling?
Module 4: Activating Stories Understanding how to create a story culture.
Developing your organizations story criteria.
Module 5: Measuring Success
Learning the five key elements that comprise a great narrative.
How to apply those story components to analytics and measurement.

The credential holder demonstrates their knowledge through successfully passing a final exam. Additional criteria required to earn the certificate include:

Viewing a minimum of 6 hours of online presentations
Successful completion of the final exam covering the content of the five modules with a passing score of 70%
Active participation in required discussion board assignments
Completion of any additional readings/assignments required by faculty

Full Title: SHSMD Credential: Facilitation for Health Care Strategists
Badge Name: Facilitation Skills for Health Care Strategists

This one-day, in-person program was designed to develop and strengthen facilitation, which is a key competency for strategists involved in leading and executing change in health care. Through facilitation, participating strategists will amplify their ability to enable collaboration and open dialogue in critical discussions relevant to the rapidly changing health care landscape. Strategists will learn to use effective facilitation skills to successfully lead a group in dialogue, get people to come to consensus, forge a change, problem solve, plan, brainstorm, or align goals and objectives. Facilitation is the ability to engage a group of people to understand their common objectives and help them to plan how to achieve these objectives while remaining “neutral” yet supportive.

The credential holder has gained knowledge outlined in the course learning objectives stated below and met a set of established criteria.

LEARNING OBJECTIVES

Upon successful completion, the credentialed learner will:

Effectively run meetings or discussion forums to focus on goal attainment and reaching decisions
Successfully manage difficult or challenging participants in meetings
Listen effectively to multiple, sometimes conflicting perspectives
Deploy brainstorming tools to engage participants and arrive at decisions
Incorporate decision-making criteria as a tool to gain involvement and buy in
Achieve consensus across participants
Effectively engage participants and encourage involvement
Resolve conflicts that may arise Be assertive and “control” the environment
Negotiate differing inputs in real time during the meeting

Criteria
The credential holder demonstrates their knowledge through successfully demonstrating facilitation skills evaluated by the faculty during the 7-hour training session.

Full Title: SHSMD Credential: Design Thinking for Health Care Strategists
Badge Name: Design Thinking for Health Care Strategists

Design thinking is a creative problem-solving methodology widely used in product development, experience design, and innovation. Participants learn how to incorporate design thinking and co-creation into their role in a hands-on session. The program covers six phases of the design thinking process to address a real-world health care design challenge. Together with a team, participants successfully frame a problem, generate insights, create potential solutions, and develop a concept pitch. The facilitated activities will involve critical and systems thinking and provide new, creative perspectives on health care and challenging situations. Credentialed learners will have a solid understanding of the necessary building blocks for using co-creation techniques within an organization.

The credential holder has gained knowledge outlined in the course learning objectives stated below and met a set of established criteria.

LEARNING OBJECTIVES

Learn the principles and process of design thinking by participating in facilitated activities
Learn specific design thinking methods, activities, and tools
Generate insights, potential solutions, and a concept pitch to solve a health care design challenge
Understand how co-creation can be applied to health care strategy roles and projects
Explain the process and benefits of design thinking and co-creation
Be able to plan and facilitate co-creation sessions

Criteria
The credential holder demonstrates their knowledge through successfully demonstrating design thinking skills evaluated by several faculty throughout the the two-day (14-hour) training session. Additional criteria required to earn the certificate include:

Together with a team, attendees will frame a health care-related problem, generate insights, create potential solutions, and develop a concept pitch. They will share with faculty and attendees and be evaluated.
Attend a pre-session webinar preparing attendees for in-person training.

Full Title: SHSMD Credential: Building Coalitions to Accelerate Innovation and Intrapreneurship
Badge Name: Coalition Building for Health Care Strategists

This full day, in-person program is designed for today’s strategists who must serve as change agents, transforming their organizations to compete with new market entrants and devise new business opportunities. Given the complexity and culture of organizations, it is often difficult to kick-start or accelerate new ideas. In this intensive session, strategists will develop skills to advance their abilities as change agents by effectively persuading and championing breakthrough opportunities among stakeholders of differing viewpoints, leading to productive action.

Building off the critical elements of a solid business case, participants will identify the right levers to engage key opinion leaders and clinical stakeholders to nurture and advance new ideas, accelerating innovation, and intrapreneurship. Through interactive exercises and case study examples, participants will become savvy at building coalitions to shepherd new ideas through the corporate culture, navigating the political climate effectively.

This event is designed for senior managers and teams responsible for solving complex problems, starting new business opportunities, or driving innovation at their organization.

The credential holder has gained knowledge outlined in the course learning objectives stated below and met a set of established criteria.

LEARNING OBJECTIVES

Participants will assess and identify potential skill and attribute gaps and strengths that support strategic leadership and coalition building
Through case study and situation analyses, participants will apply tools and techniques to build coalitions to move ideas to execution
Using an existing project, participants will build the core components of a business case and apply strategic communication techniques key to coalition-building

Criteria
The credential holder demonstrates their knowledge through successfully demonstrating successful application of coalition-building skills evaluated by faculty throughout the seven hour training session.

Faculty: P. Nelson Le, MD, Medical Director, AVIA. As Medical Director, Nelson provides clinical leadership and expertise in translating health system and clinical operational needs into opportunities for innovation.

Full Title: The New Data Landscape in Health Care: Advanced Analytics for Strategists
Badge Name: Advanced Analytics for Health Care Strategists

Due to high demand and great feedback, SHSMD is excited to once again offer this credential series! This advanced analytics course is intended for strategic planners working in a hospital/health system. This series is not intended for consultants/vendors.

This series includes expert faculty who will present on four key topics around data analytics: New and Emerging Data Sets, The Changing Landscape of the Inpatient and Ambulatory World, Data Visualization and Storytelling, and Rapid, Market-Specific Strategic Decision Making.

Each module will include live webcasts, discussion board questions, application assignments, and access to additional resources, tools, and reports. Completion of all assignments and the final capstone project will result in SHSMD Credential: Advanced Analytics for Health Care Strategists.

Faculty:

Nick Fromell
Senior Product Manager
Optum

Nick Connors
Senior Strategist
Optum

Dan Lavelle
Managing Director
Eruptr LLC

Robin Lankton
Vice President, Population Health
UW Health

Lee Ann Lambdin
Senior Vice President
Healthcare Strategy Stratasan

Deb Bulger
Vice President of Strategic Partners
Syntellis Performance Solutions

Charlotte Brown-Zalewa
Associate Principal, Intelligence
SG2

Melinda Bemis
Senior Director, Strategic Analytics
SG2

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