5 Keys to Building Stronger Relationships Between Marketing and Finance
Increased economic pressures caused by the pandemic and other factors are making it more important than ever for marketers to partner with their chief financial officers to develop a deeper understanding of finance and demonstrate return on investment for marketing spending.
A new Strategic Health Care Marketing webinar for health care marketers and strategists
Presented on January 12, 2022
Your Presenters:
- Amy Stevens, Vice President and Chief Marketing Officer, Tidelands Health
- Beth Ward, Executive Vice President and Chief Financial Officer, Tidelands Health
- Melissa Fors, Vice President of Marketing Strategy, Hazelden Betty Ford Foundation
- James A. Blaha, Vice President and Chief Financial Officer, Hazelden Betty Ford Foundation
This webinar is free for members of
Strategic Health Care Marketing
Not a member yet?
Just sign up for a free 7-day trial, and then register.
In the COVID-19 age of tight budgets and heightened expectations to produce results, it is vital for marketing leaders to work closely with their counterparts in finance to demonstrate the value marketing brings to health care organizations.
Historically, hospital and health system CMOs have tended to operate in their own silos and focus on reporting soft metrics to senior management. But today growing financial pressures, the evolution of the medical field, new market forces, and advances in martech are requiring greater collaboration between CMOs and CFOs and increased accountability for marketing spending.
Join us on January 12 and hear marketing and financial executives from Tidelands Health and the Hazelden Betty Ford Foundation share insights into how they have built and maintained successful working relationships, and what it has meant to their organizations’ marketing success.
You’ll learn the keys to:
- Partnering with CFOs
- Speaking the language of finance
- Supporting organizational strategic plans
- Demonstrating marketing ROI
- Being transparent with CFOs
Fortunately, these approaches are easier than before thanks to greater availability of patient and marketing information and access to more sophisticated data analytics technology for measuring ROI.
Building mutually beneficial relationships between CMOs and CFOs benefits not only marketing and finance, but the entire health care organization!
About Your Presenters:
Amy Stevens
Vice President and Chief Marketing Officer
Tidelands Health
Amy Stevens is vice president and chief marketing officer for Tidelands Health based in South Carolina. An Emmy-nominated writer and producer, Stevens serves as the health system’s chief marketing officer, providing oversight for strategic marketing, communications, provider relations, community relations, advocacy, and consumer engagement.
She previously was vice president of marketing and communications for Louisiana-based LHC Group. Prior to that, she was director of marketing and communications for Wellmont Health System in Tennessee.
Stevens holds a bachelor’s degree in communication from East Tennessee State University, a master’s degree in organizational management from Tusculum College, and a master’s degree in business administration from King University.
She serves in leadership positions for the Myrtle Beach Area Chamber of Commerce and is a member of several health care professional organizations.
Beth Ward
Executive Vice President & Chief Financial Officer
Tidelands Health
Beth Ward is executive vice president and chief financial officer (CFO) for Tidelands Health based in South Caroliina. In that role, she maintains fiscal responsibility for the organization and its associated facilities. Ward, who joined the organization in 2017, is a certified public accountant with more than 30 years of experience in health care finance.
She was previously CFO of the University of Texas Southwestern Medical Center University Hospitals and Clinics. Prior to that, Ward was executive vice president and CFO of Wellmont Health System in Tennessee and CFO and treasurer of Moses Cone Health System in North Carolina.
She also held financial management positions at the University of North Carolina at Chapel Hill’s Division of Health Affairs and the University of North Carolina Hospitals.
Melissa Fors
Vice President of Marketing Strategy
Hazelden Betty Ford Foundation
Melissa Fors is vice president of marketing strategy for the Hazelden Betty Ford Foundation (HBFF). She joined HBFF in 2013 and leads strategic marketing functions, which includes brand strategy, B2B and B2C marketing campaigns, digital strategy, thought leadership, marketing operations, and customer relationship management.
Prior to joining Hazelden Betty Ford, Fors was at UnitedHealth Group's Optum in a number of marketing leadership roles for five years.
She has an MBA in Marketing from the University of St. Thomas in St. Paul, Minnesota, and a BA from the University of Minnesota. Melissa is a board member of the American Lung Association in Minnesota and the Women’s Health Leadership TRUST.
James A. Blaha
Vice President and Chief Financial Officer
Hazelden Betty Ford Foundation
James A. Blaha is vice president and chief financial officer for Hazelden Betty Ford Foundation (HBFF). In this role he serves as principal financial strategist for HBFF, overseeing the organization's financial and operational areas.
Prior to HBFF, he served as CFO of a senior health care organization for 17 years. Blaha also spent 16 years working in public accounting and management consulting as a designated healthcare industry specialist.
His educational background includes a BA in Accounting from the University of St. Thomas. He is a member of the American Institute of Certified Public Accountants, the Minnesota Society of Certified Public Accountants, the Healthcare Financial Management Association and Financial Executives International.
This webinar is free for members of
Strategic Health Care Marketing
Not a member yet?
Just sign up for a free 7-day trial, and then register.
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