Get Ready for SHSMD 2019!

We are just days away from the annual SHSMD Connections conference, and this year’s conference is in one of the hottest cities right now: Nashville! For healthcare strategists and marketers, the Society for Healthcare Strategy and Market Development (SHSMD) is an invaluable organization and its annual conference is a must-attend event. I have been attending since 2011, and with several SHSMD conferences behind me, I’ve learned a few things that may prove helpful for you, whether you’re a first-time attendee or just interested in new ways of experiencing the conference.

Make a game plan. One of the first things I discovered is that conferences are better when you have a game plan. Look at the agenda in advance and mark the sessions and events you are most interested in. SHSMD Connections has a great app you can download and use to build your itinerary. Also, if you’re a first-time attendee, there is a great reception on Sunday 9/8 from 3 to 4 pm that you should attend. You will learn tips & tricks for having a productive conference, and the energy and excitement at this event is always palpable. It’s fun and it’s helpful, and a great way to kick off your conference experience.

Specific themes and content of interest. Everyone has their own goals when attending a conference like this, but given what I’m seeing in the industry, I am particularly interested in the sessions this year that focus on:

• consumerism in healthcare, and especially how the digital experience begins that relationship through SEM and SEO
• innovation and collaboration among teams to transform organizations, culture, and brands
• successfully navigating healthcare mergers and developing marketing and communications strategies around them
• leveraging data for decision-making, including any discussion of effective metrics of success.

If you look at sessions with these general themes, I think you’ll walk away well-prepared for the coming year.

The exhibit hall is your friend. Look, I know exhibit halls can be overwhelming. It’s large and there are lots of organizations exhibiting there, all of whom want to talk to you. But remember this—it’s all there for you, and you can leverage it. One of the best strategies is to look at who the exhibitors are in advance and think about the current and future needs of your organization. What are you looking for help with this year, and what will you be looking to do in the future? Now is the time to meet people who may be able to help you and start building relationships with them. Go to those booths and ask questions. I think browsing booths can also be productive—sometimes it’s how we learn about new things that we didn’t even know we should be thinking about. Collect information from anyone that you think is interesting and bring it back with you. Finally, the exhibit hall will have some great receptions and networking time, some great contests and giveaways, some fun swag to take home, and even some micro-sessions in the exhibit hall theater. Exhibitor information, and even a map of the exhibit hall, are available in the SHSMD Connections 2019 app.

Receptions and Networking Events: Don’t just go to your room or take calls between sessions. The receptions and networking events are a great part of the SHSMD conference. If you’re attending with your team, it’s a chance to have some fun together and let your hair down. If you’re attending solo or want to split up, be open to meeting new people. I have met not only many of my colleagues, partners, clients and peers at this conference, I have met many people who have become good friends.  

Nashville: You’re about to travel to one of the hottest cities in the U.S. right now. People are flocking to Nashville for vacations, weddings, bachelor parties, etc. And so are companies and organizations—this city now hosts a large amount of professional conferences and tradeshows. You’re there for business, but life is short, so be sure to see some of the city during your stay. If your schedule allows, come in a day early or leave a day late to explore. If that’s not possible, as you make your plan for the week, identify some gaps in the schedule where there’s nothing or not much you’re interested in and block those off for an adventure. Do a little digging in advance based on your interests and hobbies. Me? I’m always looking for a cool record store to add to my vinyl collection, or a cool tiki bar to explore. Since I’m a musician and in Nashville, there are some obvious spots in music history I would like to visit if time allows. But maybe for you it’s something else. Check out this quiz, “What’s Your Nashville Vibe?” It will make suggestions for things to do based on your interests.