Insight

2016 V11N4 CONTENTS Editorial Advisory Board T H E H E A LT H C A R E I N S I G H T Editorial Advisory Board, made up of thought leaders in healthcare marketing and communications, provides the magazine staff with expert perspective to ensure content remains relevant and engaging. The board's guidance and support are invaluable in achieving our mission to inspire and inform the healthcare marketing community. 5 Reader-Centric Content Is Best (and Other Key Takeaways From Content Marketing World 2015) The top lesson learned at the nation's largest content- marketing conference—make the reader your top priority. 6 Q&A With SHSMD's Ruth Padilla Portacci The president-elect of the Society for Healthcare Strategy & Market Development (SHSMD) shares her perspective on the shifting healthcare landscape and the changing role of the healthcare marketer. 8 What's in a Name? Your Guide to a Successful Rebrand Healthcare marketing professionals share their do's and don'ts for navigating a brand revamp. 10 3 Steps to a Killer Content-Marketing Strategy This increasingly important marketing tool isn't about making an immediate sell—it's about building trust and becoming a trusted authority. 11 Tailored Segmentation Data scientist Sam Bussmann answers questions. Scott Stratten President, UnMarketing Author, UnSelling: The New Customer Experience O A K V I L L E , O N T A R I O Kathy Dean System VP, Communications, Marketing and Public Affairs PeaceHealth P O R T L A N D , O R E G O N Lisa McCluskey, MBA Vice President, Marketing & Communications CHI Memorial Health Care System C H A T T A N O O G A , T E N N E S S E E Susan Alcorn Senior Vice President and Chief Communications Officer Rochester (NY) Regional Health System R O C H E S T E R , N E W Y O R K Chris Efaw Vice President, Outreach & Development Tift Regional Medical Center T I F T O N , G E O R G I A David Jarrard President & CEO Jarrard Phillips Cate & Hancock, Inc. B R E N T W O O D , T E N N E S S E E "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 savv y than ever in traditional and emerging areas." — Ruth Padilla Portacci, president-elect of the Society for Healthcare Strategy & Market Development (SHSMD) » See pages 6-7 for a full Q&A with Portacci.

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