Healthcare Insight for Marketers
24 episodes - English - Latest episode: about 2 years ago -With insights from True North strategists and interviews with top hospital marketers as your guide, you’ll discover proven tactics and practical tips that inspire your marketing initiatives.
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Episodes
Cynthia Schmidt on the Differences Between Academic and Healthcare Marketing
March 01, 2022 21:38 - 21 minutesCynthia Schmidt, director of marketing at VCU Health–an academic medical center in Richmond Virginia, shares her experience marketing the school and the health system. We also cover their vaccination campaign and an innovative project to reduce hypertension in their community called "TeachBP". Learn more about your ad choices. Visit megaphone.fm/adchoices
Jean Hitchcock on how marketing can earn respect at the executive table
November 18, 2021 16:11 - 31 minutesJean shares practical advice from her experience leading marketing teams at hospitals across the country. Learn more about your ad choices. Visit megaphone.fm/adchoices
Scott Becker on Marketing as a Content Producer
October 07, 2021 16:31 - 37 minutesAs a long time publisher, Scott is no stranger to healthcare content production and we learn his insights on marketing, the business of healthcare, staffing and more. Learn more about your ad choices. Visit megaphone.fm/adchoices
Chris Boyer on the Art and Science of Healthcare Marketing
September 07, 2021 10:00 - 39 minutesAs VP of Digital Strategy and Marketing Intelligence at Beth Israel Lahey Health, Chris Boyer shares his data driven perspective on creativity in healthcare marketing and outlines the new responsibilities of a healthcare marketer. Learn more about your ad choices. Visit megaphone.fm/adchoices
Amy Comeau on Thriving in a Competitive Healthcare Market
August 19, 2021 10:00 - 35 minutesAs VP of Marketing at Emory Healthcare, Amy Comeau has a unique vantage point into the opportunities and challenges of leading brand and revenue growth strategies for a nationally ranked academic health system. Find out how she's prioritizing her plan, leveraging CRM and other tools and getting buy-in from key stakeholders to influence all stages of the patient journey. Learn more about your ad choices. Visit megaphone.fm/adchoices
From Quirky to Quantitative: Christine Albert on How Humanizing the LCMC Health Brand Is Driving Business Growth
July 27, 2021 11:00 - 35 minutesIn one of our most colorful and compelling interviews, LCMC Health Chief Marketing and Experience Officer Christine Albert highlights her team's success in leveraging data to differentiate the New Orleans-based brand and generate bottom line results. Learn how she's elevating the C-suite's perception of marketing through strategic insights that illuminate opportunities and challenge the status quo — like the system's more authentic approach to online physician bios that has generated a 50% in...
Summit Health Chief Marketing Officer Matt Gove on Digital Marketing and Driving Physician Referrals
April 30, 2021 11:00 - 42 minutesIn the summer of 2019, Matt Gove had just left Piedmont Healthcare to join CityMD when the leading urgent care provider in the New York metro area merged with Summit Medical Group to form Summit Health. Then the pandemic hit, and his brand was front and center in media coverage of COVID. In this lively conversation, learn how these experiences shaped his marketing strategy, along with his expert perspective on B2B vs. B2C marketing, what to look for when hiring marketing talent and the most i...
Julie Rose of CommonSpirit Health Shares Social Media Tips, Trends and Tools
April 15, 2021 21:24 - 27 minutesAs System Manager of Social Media at CommonSpirit Health, Julie Rose helps guide the system's 140+ hospitals on building community and driving engagement on Facebook and Instagram. Find out how the brand's Hello Humankindness purpose is reflected on these platforms, what tools she uses to plan and publish content and why the magic on social media happens after you post. Important Links: Visit Julie's website Connect with Julie on LinkedIn Learn more about your ad choices. Visit megaphone.fm/...
Ken Chaplin on Combating the Shadow Curve and Empowering Patients at Cancer Treatment Centers of America
April 01, 2021 11:00 - 30 minutesAs Chief Marketing Officer for CTCA, Ken Chaplin is advancing the mission of patient empowerment for the household brand in cancer care. In this insights-packed 30-minute episode, find out how CTCA applies advanced attribution modeling to precisely measure the impact of marketing, why the organization is well positioned for a cookie-less world and what they're doing to flatten the "shadow curve" caused by the sharp decline in cancer screenings and treatments during the pandemic. Learn more a...
Michael McCauley on Healthcare Marketing Trends and Building Trust
March 12, 2021 12:00 - 28 minutesAs part of the panel that helped develop the 2020 By the Numbers Special Report from the Society for Healthcare Strategy and Market Development, the VP of Corporate Communications at Hackensack Meridian Health has his finger on the pulse of industry trends and innovations. Find out what shifts your peers are making during the pandemic along with how his 17-hospital system is building communication plans around the COVID vaccine, Michael's four Rs for fostering mental health at work and more. ...
Victor Reiss on Creating Data-Driven Vaccine Communications at UNC Health
February 26, 2021 12:00 - 45 minutes"We will not be satisfied until we have moved those who are vaccine hesitant to being ready and willing." That conviction is the driving force for Victor Reiss and his team at UNC Healthcare. We spoke with the System VP of Consumerism and Insights about how he's helping match vaccine-related messaging with the right audience segments, including what he calls the untapped markets of Black and LatinX populations who often experience lack of equitable opportunity and access. Learn more about yo...
Content Marketing Pioneer Joe Pulizzi on Where the Puck Is Going
February 12, 2021 19:36 - 37 minutesAs the founder of Content Marketing Institute and Content Marketing World, Joe Pulizzi helped define and advance the discipline considered essential to modern marketing—especially in healthcare. According to the 2020 Digital Healthcare Marketing Trends report, “Looking at the capabilities where leaders are furthest ahead of others, content development tops the list.” Get expert perspective from Joe and hosts Eric Silberman and Jane Crosby on building an audience, experimenting with Clubhouse ...
Ascension's Nick Ragone on His Passion for Storytelling, Chess and Mission with a Capital M
January 29, 2021 12:00 - 32 minutesNick Ragone's official title is executive VP and chief marketing and communications officer — but he calls himself Chief Storyteller for the system's 160,000 associates spread across 2,700 sites of care. Find out how COVID accelerated the Ascension brand journey, what channels are keeping the team engaged and why he feels the qualitative model of marketing no longer suffices in healthcare. Learn more about your ad choices. Visit megaphone.fm/adchoices
HCA's Head of Digital Strategy Kelly Nye Is at the Epicenter of Evolution in Healthcare Marketing
January 08, 2021 12:00 - 38 minutesAs VP of Digital Strategy & Development at HCA, Kelly Nye works with marketing, IT and other disciplines to "interweave digital into everything we're doing and thinking about" across the system's 180+ hospitals and 2,000+ sites of care. Go behind the scenes of the largest U.S. health system for a glimpse into COVID's transformative impact on the team and technologies under her purview, along with gleaning Kelly's expert perspective on managing vendor partners, the future of healthcare CRM sys...
Johnny Smith of Encompass Health is Disrupting B2B Marketing Strategy
December 25, 2020 12:00 - 33 minutesJohnny Smith was recruited to transform the marketing function for Encompass Health—the largest post-acute care provider in the country with 140 rehabilitation hospitals in 39 states. Discover how his passion for leading by listening — especially to those who "don't drink the marketing Kool-Aid" — and leveraging data is empowering his team, building equity in the brand and driving growth for the organization. Learn more about your ad choices. Visit megaphone.fm/adchoices
Chris Pace of Banner Health on Removing Friction from the Customer Experience
December 10, 2020 14:00 - 52 minutesAs Senior Director of Digital Marketing at Banner Health, Chris Pace is instrumental in making sure the largest hospital system and employer in the state of Arizona delivers on the mission: making health care easier, so life can be better. Learn how his philosophy of "strategy first, tools second" along with his elite team is powering a digital transformation that impacts nearly every step on the patient journey, including online scheduling, billing and other touch points. Get practical advic...
Guiding Marketers toward Growth: How Meghan Keaney Anderson Helps Hubspot Win Hearts and Minds
November 27, 2020 12:00 - 45 minutesAs VP at Hubspot and one of the most brilliant marketing minds on the planet, Meghan Keaney Anderson is building a worldwide community while driving revenue for the company's all-in-one growth platform. Her expert perspective on making paid ads more effective, writing for search and why content quality beats quantity (among other topics) is guaranteed to raise your marketing game. Show mentions: Hubspot Academy The Growth Show Podcast Learn more about your ad choices. Visit megaphone.fm/adcho...
From Funnels to Flywheels: Digital Marketing Virtuoso Rand Fishkin on Modernizing Your Approach to Engagement and Growth
November 09, 2020 16:43 - 58 minutesAs the founder of Moz and now CEO of SparkToro, Rand Fishkin is a leading voice on SEO techniques, software tools and other must-know topics for today's marketing professional. In this episode, you'll learn how to avoid "boulder-pushing marketing" and build a flywheel that gains efficiency, lowers costs and generates higher ROI for your content strategy and digital campaigns. From the episode: Moz SparkToro Lost and Founder Learn more about your ad choices. Visit megaphone.fm/adchoices
Rose Glenn on How to Have a Remarkable, Highly Rewarding Career in Healthcare
October 22, 2020 11:00 - 32 minutesWith 30+ years of experience working for large, complex organizations, Rose Glenn understands what it takes to build a successful career in healthcare marketing and communications. The Chief Communications and Marketing Officer at Michigan Medicine and former president of the board of the American Hospital Association’s Society for Healthcare Strategy and Market Development shares candid perspective and practical advice on risk-taking, mentorship, and the importance of being assertive while a...
SHSMD President Holly Sullivan Believes This Is Healthcare Marketing's Moment
October 08, 2020 11:00 - 33 minutesIn the words of Holly Sullivan, senior director of strategic marketing at Spectrum Health and president of the board for the Society for Healthcare Strategy and Marketing Development, "Our organizations are looking to marketing to help get through this." In this episode focused on effective leadership and communication during a crisis, you'll learn how she's helping her 14-hospital system and 4,000+ SHSMD members rise to the occasion and guide their communities toward recovery and growth. Lea...
How Marketing Leaders at Vanderbilt are Making a Dent in the Healthcare Universe
September 24, 2020 12:34 - 44 minutesVanderbilt Health is a national leader in value-driven care, and the marketing and communications team plays a pivotal role in planning and implementing these initiatives. We spoke with two marketers leading the charge — Megan Pruce, VP of strategic marketing, and Mallory Yoder, senior manager of business engagement strategies — on best practices for successfully engaging both physicians and consumers around population health strategies, what it takes to build a cross-functional team, and oth...
Get Ready for the Context Marketing Revolution
September 11, 2020 05:01 - 36 minutesAs director of market strategy at Salesforce, Mathew Sweezey has a front-row seat to the transformations in consumer behavior and modern technology. He draws on those insights and his experience working with some of the world's largest and most well-respected brands—including AT&T, Dell, UPS, HomeDepot and more—in his new book: The Context Marketing Revolution, published by Harvard Press. Find out why Mathew believes marketers have to change the way we think about our brands and our marketpla...
Building the #1 Hospital Blog
August 28, 2020 14:11 - 33 minutesCleveland Clinic sets the pace for content marketing in healthcare, and Amanda Todorovich offers her view from the peak as senior director of digital marketing and health content. In this inaugural episode, you'll find out how she's built an elite team based on the guiding philosophy "How do we beat yesterday?" and why more than 10 million visitors turn to Health Essentials —the #1 hospital blog in America—each month. Among other things you'll learn from our conversation: which channels are d...
Introducing Healthcare Insight for Marketers
August 07, 2020 19:34 - 1 minuteWith insights from True North strategists and interviews with top hospital marketers as your guide, you’ll discover proven tactics and practical tips that inspire your marketing initiatives. Learn more about your ad choices. Visit megaphone.fm/adchoices