V11N4 2016

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RUTH PADILL A PORTACCI, PRESIDENT-ELECT OF THE SOCIETY FOR HEALTHCARE STRATEGY & MARKET DEVELOPMENT (SHSMD) AND CHAIR OF THE ORGANIZATION'S BRIDGING WORLDS PROJECT, SHARES HER PERSPECTIVE ON THE SHIFTING HEALTHCARE LANDSCAPE AND THE CHANGING ROLE OF THE HEALTHCARE MARKETER. INSIGHT: HOW IS THE ROLE OF THE HEALTHCARE MARKETING EXECUTIVE CHANGING? Portacci: The short answer is that many healthcare marketers have often been considered jacks-of-all-trades. Some wear many hats within an organization. We're in a position now, as reform continues, markets tighten, and new entrants continue to enter our space, where marketers have to be more savvy than ever in traditional and emerging areas. They need to use resources and precious time well, as there is heightened accountability for results. Forward-thinking organizations have always had a strategic marketing voice at the table, and we'll continue to see marketing help drive transformation and growth in their organizations. Q A With SHSMD's Ruth Padilla Portacci Q A Ruth Padilla Portacci president-elect S O C I E T Y F O R H E A L T H C A R E S T R A T E G Y & M A R K E T D E V E L O P M E N T 6 INSIGHT V11N4 TRUENORTHCUSTOM.COM insight into HEALTHCARE MARKETING

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