SHSMD Connections 2019: Making Room for Innovation

// By Jared Johnson //

It’s time to make more room for innovation in our marketing and strategy, according to participants at SHSMD Connections 2019.

SHSMD Connections, the annual conference of the Society for Healthcare Strategy and Market Development, was held September 8-11 in Nashville, Tennessee. The conference included inspirational keynotes, 140+ solution providers, informative sessions on the latest trends in healthcare, and a record-setting attendance of more than 2,000.

Alan Shoebridge, SHSMD board member and director of marketing for Salinas Valley Memorial Healthcare System

The theme that emerged most frequently from the conference was the necessity of innovating our approach to innovation, meaning healthcare marketers and strategists can no longer wait until they’re behind the curve to take the first steps to a consumer-centric transformation. Starting with Pulitzer Prize-winning author Jon Meacham’s opening keynote, speakers highlighted examples of how healthcare is running out of time to remain hesitant, tentative, or resistant to change.

“I always think the SHSMD Connections conference is a great event, and often it feels like one theme carries across so many of the presentations and speakers,” said Alan Shoebridge, SHSMD board member and director of marketing for Salinas Valley Memorial Healthcare System.

“This year, I think that theme was how in healthcare marketing we can shift to a more proactive mindset by getting out in front of trends and trying to drive change. How do we encourage and foster innovation instead of just reacting to what’s happening to us? How can we be more proactive and shift our mindset? I thought that was really the main theme that carried over.”

These are some of the other themes attendees highlighted:

• Disruption isn’t just about new technology
• Consumerism has matured
• Greater focus on strategy vs. tactics and tools
• Making room for innovation

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