Governance Models That Work: How 3 Leading Health Systems Align Marketing with Strategic Goals
A Wake-Up Call in the Executive Boardroom
Eric Fletcher, senior vice president, chief strategy officer at Mary Washington Healthcare
You’re sitting in a high-stakes meeting when one of the board members asks a pointed question: “Why do our marketing efforts feel so random? Why aren’t they aligned with our mission and goals?” The room falls silent.
At that moment, it’s clear that something needs to change. Without a unified governance framework to guide marketing, the organization risks sending mixed messages, squandering resources, and failing to engage patients and employees meaningfully and fulfill the organizational mission.
This article explores how three leading health care systems — Penn State Health, Mary Washington Healthcare, and Providence — tackle these challenges head-on through bespoke and successful governance models.
- Penn State Health uses a centralized, executive-driven governance model.
- Mary Washington Healthcare adopts a flexible, synchronized approach that aligns local initiatives with overarching goals.
- Providence balances central oversight with regional autonomy, ensuring consistent brand messaging across diverse communities.
But one size does not fit all. Read the rest of the article to learn about the best practices you can adapt to meet the unique needs of your organization: Unified Marketing Governance: Lessons from Leading Health Systems
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