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
