Marketing Lessons from Futurescan

February 16, 2021

// By Jim Samuel //

Every year, the Society for Health Care Strategy & Market Development (SHSMD) publishes Futurescan, an annual report that examines healthcare trends and their implications for leadership teams over the next five years. Many of the trends covered in the report could have consequences for healthcare marketing.

Healthcare is undergoing dramatic change. Whether the change is in response to growing consumer pressures, technological advances, or the COVID-19 pandemic, it is bringing new challenges and opportunities for healthcare marketers.

The American Hospital Association’s Society for Health Care Strategy & Market Development (SHSMD) publication Futurescan looks at some of the most important and impactful trends that will be likely to influence healthcare over the next five years.

In this article, we share highlights from three articles included in the 2021-2026 edition of Futurescan, covering consumerism, artificial intelligence, and creating a culture of change. Common themes running through these three articles offer valuable insights for healthcare marketers.

  • Consumerism: Navigating the New Age of Consumerism After COVID-19, with Jane Sarasohn-Kahn
  • Technology: Artificial Intelligence: Tools for Transforming Care, with Nancy M. Schlichting, FACHE(R)
  • Culture Change: Creating a Culture of Disruption, Change, and Innovation, with Michael Howell, MD

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