Executive Alignment and Marketing Performance, Part 2: Faith-Based Health System Perspective
At Baptist Health, marketing has earned a seat at the leadership table, helping ensure the consumer’s perspective remains part of the decisions that guide the health system forward.
// By Susan Dubuque //
In the first article in this series, Tanner Health’s vice president of marketing strategy and planning explored how executive trust, operational alignment, and organizational culture help marketing perform at a high level inside a smaller regional health system.
At Baptist Health in Jacksonville, Florida, many of those same themes emerge through a very different lens.
Sarah Sanders, executive vice president and chief consumer officer, Baptist Health
“Baptist Health is patient-centric,” says Sanders, executive vice president and chief consumer officer at Baptist Health. “With the consumer at the center of the decision-making process, our organization has elevated the marketing function.”
That elevation is not symbolic. Sanders reports directly to the CEO and sits on the executive leadership team, where marketing, communications, growth, and consumer experience are key parts of strategic conversations. In that role, she serves as both an advocate for patients and a voice for the consumer, expanding marketing’s influence and impact across the health system.
Continue reading to discover how Baptist Health’s leadership structure, collaborative culture, and faith-based mission help shape a high-functioning marketing organization focused on both growth and community impact.