How Baptist Health Elevates Marketing Through Executive Alignment and Consumer Focus

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.

Sarah Sanders, executive vice president and chief consumer officer, Baptist Health

At Baptist Health in Jacksonville, Florida, many of those same themes emerge through a very different lens.

“Baptist Health is patient-centric,” says Sarah 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.

Read the full article 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:

Executive Alignment and Marketing Performance, Part 2: Faith-Based Health System Perspective

Best regards,
Matt Humphrey
President