Insight

notes F R O M T H E E D I T O R ©2016 True North Custom. All Rights Reserved. Healthcare Insight is published quarterly by True North Custom, 5600 Brainerd Rd., Suite 1, Chattanooga, TN 37411. Postmaster: Send changes of address to Healthcare Insight, P.O. Box 4449, Chattanooga, TN 37402. PROUD MEMBER OF All material submitted to Healthcare Insight becomes the property of Healthcare Insight magazine. No portion of this magazine may be reproduced in whole or in part without written consent of True North Custom. Call 800-624-7496 for more information. True North Custom is not responsible for claims made by any advertising appearing in Healthcare Insight. Direct editorial correspondence to Editor, Healthcare Insight, 5600 Brainerd Rd., Suite 1, Chattanooga, TN 37411; for return, enclose a self-addressed, stamped envelope. HEALTHCARE INSIGHT JIM HOBSON Senior Executive Editor JASON SKINNER Editor-in-Chief KAYL A ANDERSON Executive Editor LISA PRICE Senior Managing Editor KATY MENA-BERKLEY, VALERIE L AUER, TIFFANY PARNELL , HANNAH STUART, BRITTAIN WHITESIDE-GALLOWAY, TREVOR WILLINGHAM Creative Services ERIC JACKSON Creative Director ASHLE A ROARK Art Director CL AY PRICE Production Manager TRUE NORTH CUSTOM JIM HOBSON President & Chief Executive Officer JASON SKINNER Chief Marketing Officer ERIC JACKSON Creative Director HILL ARY MYERS Editorial Director JESSE THOMPSON Copy Manager KAYL A ANDERSON Marketing Manager I ' D L I K E T O TA K E T H I S O P P O R T U N I T Y T O I N T R O D U C E myself as the new Senior Executive Editor of Healthcare Insight and CEO of the publication's sponsor, True North Custom. Having recently served as CEO of CHI Memorial Health and with 30 years experience in leading healthcare organizations, I'm proud to be part of an organization that many of the nation's top healthcare brands trust to guide their marketing and communication strategies. Healthcare Insight is a great example of the value we strive to deliver every day. To illustrate this commitment to solving problems for healthcare marketers, I'd like to offer a few considerations for those seeking to elevate their roles within the organization. Don't wait to be invited. Take the opportunity to insert yourself into strategic conversations and understand how the organization works so you can comprehend the problem of the day and what's consuming the attention of the leadership team— and how you can solve it or stay out of the way. If you don't have enough constant proximity, you're left out of that insight. Be proactive in delivering value. Years ago, I used to read something called the Kiplinger Report that shared 35 to 40 bullet points about different industry trends. Consider taking a similar approach with your leadership by scheduling weekly meetings that highlight healthcare-related events or news, which might include: » Organization news—such as a new doctor starting at your hospital » Local healthcare information like XYZ Hospital has finished its expansion » Regional or statewide healthcare news, for instance, if your state rejected Medicaid expansion These types of details help keep the executive team informed about health care at multiple levels and provide a smart way to enhance your visibility in the organization on a weekly basis. Think beyond marketing. As a marketing executive who wants to get involved in shaping the organization's strategy, you have to have a penchant or passion for the delivery of care and what the company does. Otherwise, you're just out there on the marketing fringes, and you're not as informed about what the organization is trying to do and how you can help advance the mission. Teams get built as they go through the fires and processes together, and marketing executives must be part of going through those challenges with everyone so they become strong team members. As always, we hope you find this content useful in supporting your strategic objectives. Please don't hesitate to contact me to learn more about our work with hospitals and health systems like yours. jhobson@truenorthcustom.com Dear Colleagues, Ge t more of Hobson' s insigh t s at t ruenor t hcus t om.com/ healthcare-insight-winter-2016. 4 INSIGHT V12N4 TRUENORTHCUSTOM.COM

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