Insight

2016 V12N4 CONTENTS 5 Maximize Your Digital Content Optimize effectiveness by integrating content from paid, owned, and earned media and utilizing a well- structured measurement model. 6 Championing Content Marketing Amanda Todorovich, director of content marketing at Cleveland Clinic and the Content Marketing Institute's 2016 Content Marketer of the Year, shares a few secrets of her success. 7 How to Master Physician Sales Management As healthcare regulations and markets change, so should your approach to building relationships with physicians. 8 Embracing Change: Lessons from a Rebrand When Northwell Health decided to change its brand identity, every step of the process was carefully considered. 10 Supercharged Content Strategy E-book excerpts provide tips for pairing strategy with data for engaging, inciteful marketing campaigns that deliver measurable results. 11 Ready, Set, Inspire! A content strategy Q&A with True North Custom Editorial Director Hillary Myers. 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. 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 Associate Vice President/Chief Marketing & Communications Officer University of Iowa Health Care I O W A C I T Y , I O W A 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 Preston Gee Vice President, Strategic Marketing CHRISTUS Health I R V I N G , T E X A S "Health care does well when we as marketers challenge ourselves to exceed how healthcare marketing is construed right now. We have a lot of work to do, rethinking how we tell our story and the ways we engage people. " —Ramon Soto, Senior Vice President and Chief Marketing and Communications Officer at Northwell Health

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