Bill Klaproth (Host): This is a special podcast produced onsite at SHSMD Connections 2023 annual conference in Chicago; as we talk with keynote speakers and session leaders and incoming presidents direct from the show floor. I'm your host Bill Klaproth. With me is Christine Albert, Chief Experience Officer at LCMC health. And we're going to talk with Christine about her incoming presidency. And we're going to talk about SHSMD Connections in general. Christine, welcome.

Christine Albert: Thanks I'm thrilled to be here.

Host: Yeah, I'm happy to have you here. This is our third time. Love having you on the rapid insights podcast. So congratulations on the presidency.

Christine Albert: Thanks. I'm thrilled to be at the helm of this incredible organization of professionals.

Host: Would imagine it is an honor. This is such a credible great organization. Connections are made, the education that gets pumped out. Just the growing of the industry from the healthcare marketing angle is amazing. So I would imagine it would be quite an honor.

Christine Albert: I love it. I feel grateful to be here and as we're at SHSMD Connections, and just in general, looking around the room, feeling the vibrancy and the depth of the conversations, the connections, the energy, but I think also that renewed sense of purpose, like. Why are we here? How are we helping create a better healthcare environment, through all of our various functions, whether it's strategy, marketing, comms. Everyone here feels very mission and purpose driven. And so just that ability to connect and share ideas, is incredible.

Host: Yeah. So there is an energy, a vibe, a purpose. So I think you've nailed it for sure. So let me ask you this. What inspired you to want to be SHSMD president?

Christine Albert: I mean, it is kind of that energy and that vibe and that excitement. It goes back to it, but I can't think. You know what I interact with folks, and I look at the organization. It's a bunch of passionate professional people who are totally committed to improving and enhancing and really just making health and wellness something that we're all focused on and we can drive results around. So when you think about the brain power and the passion of the people we have, who are members of the organization and in the profession; now more than ever, I can't think of a more meaningful thing to be working towards.

Bill Klaproth (Host): Absolutely. Well, we thank you for stepping up and assuming this role. It's going to be great for sure. So as the incoming president of SHSMD, what are your goals and objectives for the society?

Christine Albert: The society is an incredible group of people run by an amazing staff. And so I think one thing that I'm really looking forward to in the coming year is we have gone through a really iterative process with a lot of listening and contribution and conversation around our strategic plan and that's changed a lot, because the world has changed a lot since we did this a few years ago. So really the focus going forward is building on what our core strengths are, which is that really connection. Human connection, finding others, finding the resources you need at every single level of your professional life. And navigating that, making those transitions. So having the content, the education and really amplifying that with our members.

Host: Yeah, that is great. I love how you're coming at this role, thinking of it that way. So can you let us in and the ever evolving landscape of healthcare marketing, can you pull back the curtain? What strategies or innovations do you, uh, envision implementing during your presidency to address emerging challenges and opportunities.

Christine Albert: There are so many things that are emerging, that as we think about how do we flex? How do we be agile and how do we have a strategic plan or a purpose or vision. And how do we adapt around that? I think that's kind of the secret sauce of SHSMD, its members and its leaders. So in the coming year, looking forward to so many things on the horizon. You know, our members are talking about new things that maybe we weren't talking about. Pre COVID. So how are MARCOM professionals helping to solve today's critical business problems around labor that connects directly to organizational financial wellbeing. How are we thinking more proactively about how to bake DEI into everything that we do. So how do we bring that additional layer or that lens to all the work that we're doing? So that's, those are two of the things I'm really most excited about.

Bill Klaproth (Host): So labor, workforce, DEI, those types of things, those are emerging issues or are ongoing things that still need to be addressed, that you'll take on during your presidency, if you will.

Christine Albert: I think kind of elevating the, really the humanness, which we all acknowledge and know exists within healthcare really uniquely, but really, I think post COVID, and as we continue the emphasis on having the best people, the best caregivers that focus on community, equity, accessibility; feeling that more now than ever. And so really feeling that sense of purpose from this group as well. How do we come together to start solving those problems? How can we uniquely.

Host: Right. So when it comes to solving those problems, as you step into this role, do you, is there anything that you see as a significant challenge, facing the society or healthcare marketing in general?

Christine Albert: I think it's kind of that shared, not just MARCOM or the society specifically. But as always, healthcare is evolving so quickly. And there are just a lot of compression and competing priorities. There's a lot, and the acceleration around that. So the ability, I think, for members equipped with again, that content or uncertain things? How do you build on what you know. How do you find other people to help you understand? And to find that way together and share best practices? That to me is kind of the magic of SHSMD. Things are always evolving, but together, this group, can help to, help bring people along in their thinkingif not in answers per se. How do we get there?

Host: Right. Well, things are emerging so quickly. Part of that is just staying on top of challenges and issues. Right? So being nimble to adapt. And certainly we've had to adapt over the past several years with COVID and then supply chain issues and all of the nursing workforce issues that we've been dealt with and short staffs. And remote work and not remote work. So I would imagine just trying to stay up on all the things that are changing all the time is really, will be part of what you're going to be working out as well when we talk about healthcare marketing in general.

Christine Albert: Absolutely. I think that's a place where the society really does a great job is addressing like what is happening today and how do we informally connect people to understand and address that. And even things like AI, we may not have the answers, but we can connect and come together as thought leaders or just in conversation around these items.

Host: Absolutely. We have AI. Didn't mention that. Now there's this new HIPAA compliance guidance which many of us are dealing with as well, which is very important. And I'm loving that SHSMD has got several sessions here. I know that I've attended one and it was well attended. That is one hot button issue right now. And SHSMD is right on top of it.

Christine Albert: Thanks. Yeah, totally agree. And the nice thing is good news, bad news. Every day in healthcare marketing and communications is totally different. So it's that's I think the joy of being in the positions we are is that there's always a learning curve. There's always something new.

Host: Yeah. So you're walking around. I know you're well known and you're meeting people and you're checking the pulse of the society. What are you hearing? What's your feeling that you're getting from this conference?

Christine Albert: We'll definitely feeling the vibrancy, and the energy and that connectivity. And those conversations, but one thing that's notable to me is in these conversations, maybe a common theme is that our members are being called upon in new and different ways to flex and expand they're thinking, their roles and how they show up every day. And kind of in this crisis of you. Insert the thing. Labor. Relations issues or nursing shortages, AI, AI.

Host: They changed the way we market. Cause we can't put a Google pixels anymore or Facebook pixels on our website anymore.

Christine Albert: Just a few things, just a few things, just a couple on the front burner, but that puts our members in the spotlight is we're looking to you to help us understand, digest, connect the dots, come up with a plan. And so this kind of sense of like our membership and others have a different seat at the table, operationally, functionally, strategically. Hugely exciting. So that is the common theme of all those conversations I'm having. And I think that's incredibly exciting.

Host: Absolutely. No doubt about that. I love how you said we're being called on to flex and expand. That's a perfect way to think about it, which we, as healthcare marketers are being asked to do so. How can people engage more with SHSMD and advance this conversation and be more of a part of SHSMD, so we grow this community.

Christine Albert: It's a great question. I think there is a lot of different ways and it's kind of a choose your own adventure. And how you'd like to do that. Annual conference of course, is a great way to do that in person where you have kind of that connectivity in real life to ask those questions, we have a virtual conference. We have webinars throughout the year, we have kind of the subject specific things. So AI or others that may just pop up to say, let's gather a group to have be in conversation together, so we can start thinking about this. And then of course we have a call for volunteers. The society's incredibly well run. So really they're looking for people who are willing to show up, have a point of view. Ask great questions, offer insights and that's ongoing now for a variety of committees. So we're looking for people also to really help contribute to advancing the profession.

Host: Yeah, get involved. It is such a great society and organization. Not only can you give back, but you will also receive as well through enriching your relationships, your connections, your education, your information, your network, all of those things expand when you get involvedin SHSMD. That is for sure. Well, Christine, this has been great. Thank you so much for stopping by. We're so happy for you. We know you're going to do great. Any final thoughts, anything you want to add as we wrap up?

Christine Albert: No, I appreciate the opportunity to be here with you as always. And looking forward to the next year ahead. Being able to steward the presidency for this incredible society. And just encourage everyone who is a member or contemplating it even just to stay curious to have that intellectual curiosity, that desire to connect. And to contribute. I think that's what SHSMD so special.

Host: Absolutely. Well, you nailed it, very well said. And thank you so much for your time. We appreciate it.

Christine Albert: Thank you.

Host: And I want to remind you, we also have SHSMD week coming up November 12th through the 18th, 2023. So mark that on your calendars, if you would do that for me. And once again, that is Christine Albert and make sure you sign up for the SHSMD Connections virtual conference. We were just talking about other education. The virtual conference is coming up October 20th, 2023. Plus on demand through the end of the year, the virtual conference will feature access to 50 plus sessions recorded from the September in-person conference where we're at right now. And all new live sessions will be recorded and you can go to SHSMD.org/annual to learn more and to get registered and make sure you join us for SHSMD Connections 2024, breaking news, it's next October in Denver. Everybody makes sure you're there because it's going to be great. And if you found this podcast helpful, please share it on your social channels and to access our full podcast library of over 100 podcasts, make sure you visit SHSMD.org/podcasts. And as always, thanks for listening.