The Growth Imperative, Part Two: Leading Health Care Marketers Weigh In on the Real Role of Marketing
// By Daniel Fell //
Growth means different things to different organizations at different times. One thing is very clear, though. The role of marketing has never been more critical.
In part one of our feature series on health system growth, The Growth Imperative and Why Marketers Must Lead, we explored why growth is essential right now and the various ways health care systems think about and approach growth, from expanding current market share, to growing share of wallet, to entering new markets and launching new service offerings.
In part two of the series, we turn to several leading health care marketers across the country, representing a variety of health care organizations and consulting firms, to address the following question:
What is the role of marketing in driving growth for the organization?
Our panel of marketing professionals included:
- Sandra Mackey, chief marketing officer, Bon Secours Mercy Health
- Alan Shoebridge, chief communications officer, Providence Health – Oregon
- Christine Albert, chief marketing and experience officer, LCMC Health
- Jason Brown, CEO and chief strategy officer, Brown, Parker & DeMarinis Advertising
- David Feinberg, SVP, chief marketing and communications officer, Mount Sinai Health System
Not surprisingly, some common themes emerged around the importance of organizational alignment on what growth is and where it’s most needed; the importance of brand; and the critical components of qualitative and quantitative data.
Below you’ll find their full take on the role of marketing in driving growth, and the advice they would give others working to address growth intentionally and holistically across the organization.