Geisinger Maximizes Budgets by Aligning PR and Marketing
The chief marketing and communications officer for Geisinger shares how collaboration between marketing and public relations enhances effectiveness and efficiency.
// By Susan Dubuque //
In the aftermath of COVID-19, hospitals and health systems are pressured to do more with less. The 2023 Healthcare Marketers Trend Report reveals that marketing and advertising budgets have shrunk by 8 percent. At the same time, marketing departments are being asked to produce measurable results and contribute to business objectives.
One strategy to make dollars work harder is to ensure that marketing and communications efforts are unified. Yet in many health care organizations, these functions operate in silos. Don Stanziano, chief marketing and communications officer for Geisinger, and Suzanne Bharati Hendery, chief marketing, communications, and customer officer for Renown Health, have created highly efficient models where marketing and branding efforts are fully aligned with the work of their public relations teams.
This topic will be presented in two parts. Part I of this series will feature Geisinger and Part II will feature Renown Health.
“Cross-functional teams just make sense in our industry,” says Stanziano. “In essence, we are all storytellers no matter what channel we’re speaking through — paid, earned, or owned. There is value in synergy when our stories all come together in one voice.”
Read on to learn how unifying efforts between marketing and public relations can maximize budgets and generate better outcomes.