What is the Role of Marketing in Driving Growth for a Health Care Organization?
“Growth means different things to different organizations at different times,” says Daniel Fell of Optum. “One thing is very clear, though. The role of marketing has never been more critical.”
Here’s an excerpt from Fell’s new article:
We recently turned to several leading health care marketers across the country, representing a variety of health care organizations and consulting firms, to address the following question:
What is the role of marketing in driving growth for the organization?
Our panel of marketing professionals included:
- Sandra Mackey, chief marketing officer, Bon Secours Mercy Health
- Alan Shoebridge, chief communications officer, Providence Health – Oregon
- Christine Albert, chief marketing and experience officer, LCMC Health
- Jason Brown, CEO and chief strategy officer, Brown, Parker & DeMarinis Advertising
- David Feinberg, SVP, chief marketing and communications officer, Mount Sinai Health System
Not surprisingly, some common themes emerged around the importance of organizational alignment on what growth is and where it’s most needed; the importance of brand; and the critical components of qualitative and quantitative data.
Mackey, for example, says marketing in isolation cannot be the sole driver of growth. She believes that in health care, the trifecta of operations, clinical care, and marketing — working together — can drive volume growth. Alignment of growth objectives to help ensure all efforts tie back to the organization’s strategy while partnering with operations to assess operational readiness prior to developing and implementing marketing strategies is key.
Read the full article now for the experts’ full take on the role of marketing in driving growth, and the advice they would give others working to address growth intentionally and holistically across the organization:
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