Certified Healthcare Marketing Professional

📘Program Overview

As the healthcare industry shifts from volume-based to value-based care, organizations must prioritize patient engagement and health outcomes, adapting how they engage their audiences to remain relevant and lead with a patient-centric approach.

The Certified Healthcare Marketing Professional (CHMP) program equips healthcare professionals with key marketing concepts, tools, and case studies so they can transform patient interactions into positive customer experiences.

The program is specifically developed for medical and healthcare marketing — distinct from marketing in other fields because its strategies directly affect consumers' health — advancing skills in marketing strategy, segmentation and targeting, brand development, customer loyalty, and the marketing mix.

🎯Program Rationale

• Value-based care makes patient engagement a strategic priority.
• Healthcare marketing is uniquely sensitive because it affects health.
• A customer-centric approach drives relevance and growth.
• Data-informed marketing improves reach and outcomes.

👥Target Audience

• Marketing professionals and recent graduates new to healthcare
• Healthcare professionals new to marketing
• Healthcare marketing professionals seeking peer connection
• Leadership and business developers learning new strategies
• Professionals applying patient-centric marketing approaches

✅Program Objectives

• Apply core marketing concepts in the healthcare context.
• Develop marketing strategies, insights, and segmentation.
• Build brand, customer loyalty, and the marketing mix.
• Use data to support marketing recommendations.
• Create executable, patient-centric marketing plans.

🏆Learning Outcomes

• Assess the effectiveness of a healthcare marketing plan.
• Interpret and present quantitative and qualitative data.
• Create viable marketing strategies and tactics.
• Develop brand and customer-loyalty approaches.
• Monitor and refine marketing performance.

📚Program Structure

• Module 1: Introduction to Healthcare Marketing
• Healthcare marketing in a value-based era
• How healthcare marketing differs from other fields
• Patient-centric foundations
• Module 2: Marketing Insights & Customer Assessment
• Marketing insights
• Customer assessment
• Understanding patient audiences
• Module 3: Segmentation, Targeting & Branding
• Marketing segmentation and targeting
• Brand development
• Positioning in healthcare
• Module 4: Creating & Delivering Value
• Product, service, and pricing strategy
• Delivering customer value through distribution
• Service experience
• Module 5: Communication & Loyalty
• Communicating value and promotional strategy
• Building customer loyalty
• Patient engagement
• Module 6: Monitoring the Plan
• Measuring marketing effectiveness
• Interpreting and presenting data
• Refining strategy and tactics

📝Assessment & Certification

• Module knowledge checks
• Marketing-plan analysis exercise
• Healthcare marketing case study
• Final comprehensive examination

🚀Capstone / Practical Project

Develop a patient-centric marketing plan for a healthcare service, including segmentation, branding, channels, loyalty strategy, and performance metrics.

🏥Organizational Impact

• Stronger patient engagement and loyalty
• More relevant, value-based positioning
• Data-informed marketing decisions
• Improved reputation and growth

📈Career Pathway

• Healthcare Marketing Specialist
• Patient Engagement / Growth Officer
• Brand & Communications Coordinator
• Marketing Strategy Analyst

Exam Fee: $495