Renown’s Integrated Marketing and Communications Strategy Enhances Impact and Effectiveness
The chief marketing and customer officer for Renown Health shares how collaboration between marketing and PR enhances effectiveness and improves efficiency.
// By Susan Dubuque //
According to a recent report in Becker’s Health IT, health care marketing budgets have declined by 8 percent over the past year — down markedly from 2019 when budgets peaked. Marketing leaders also indicate that they are experiencing increased pressure to quantify results and demonstrate a return on investment.
Aligning marketing and public relations efforts seems like a logical and simple strategy to leverage shrinking dollars and increase impact. However, many organizations continue to segregate these activities. Suzanne Bharati Hendery, chief marketing and customer officer for Renown Health, and Donald Stanziano, chief marketing and communications officer for Geisinger, have designed effective models that bring marketing and communications together — supporting unified goals and speaking in one brand voice.
This topic is presented in two parts. Part 1 of this series highlighted Geisinger, a major health system in Pennsylvania, and Part 2 features Renown Health, headquartered in Reno, Nevada.
“Marketing and communications are not merely promotional activities in our organization,” says Hendery. “To ensure that we are delivering on our brand promise, our team’s primary role is to advocate for patients and family members to ensure that they have the best possible experience when engaging with Renown Health — whether in person, on the phone, or online.”
Continue reading to learn how bringing together marketing and public relations can stretch budgets, enhance the brand, and produce better outcomes.