Insight

LIKE THE CONTENT strategies we create for healthcare clients nationwide, we're committed to delivering relevant, useful information within these pages and other platforms of Healthcare Insight. To ensure our content aligns with the most relevant issues and trends, we recently hosted a Healthcare Thought Leader Roundtable and were privileged to have the following esteemed strategy and marketing executives participate: » Susan Alcorn, SVP and Chief Communications Officer, Rochester Regional » Preston Gee, VP of Strategic Marketing, CHRISTUS Health » Rich Matula, System Director of CRM, Presence Health » Lisa McCluskey, VP of Marketing & Communications, CHI Memorial Health » Theresa Olson, System Director of Marketing and Operations, Presence Health Among many other insights, here are a few highlights from our conversations: Marketing is uniquely qualified to transform healthcare. "Marketing has to take the lead in driving change; we have to be the vanguard within our organizations," said Gee. No other function within a hospital or health system—including operations, finance, or clinical leadership—has a more global view of the market dynamics, customer insights, and organizational goals that can most effectively inform business strategy. Provider communication is a universal challenge—and opportunity. No one has cracked the code on how to best engage physicians toward deeper loyalty. However, by recognizing that they are scientists and speaking their language with data on market share, contribution margin, and other performance indicators, several marketing leaders have successfully engendered support for community outreach and other strategies designed to enhance relations and increase referrals. This approach extends to nurse practitioners at CHI Memorial, where McCluskey said "we've embraced the idea of nurse practitioners as our customers, collaborating with them on the same level as physicians." Marketing without measurement is a non- starter—and it's a team sport. "The only way to effectively build a budget is to demonstrate success," said Alcorn. This can be a challenge in many organizations, as marketing often has little influence over operational challenges, and budgets are often driven by the organization's bottom line—without comparing against the strategic plan and financial metrics for success. The group's consensus: It is imperative to develop alignment with your leadership team and create a common set of statistics against which performance can be evaluated. We hope you find this issue useful, and as always: Please don't hesitate to reach out with ideas for future editions. notes F R O M T H E E D I T O R ©2017 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 C ANDICE ST. JACQUES Senior Managing Editor DANIEL BRANTLEY AND HANNAH STUART Creative Services ERIC JACKSON Vice President of Creative Services ASHLE A ROARK Creative Director CL AY PRICE Production Manager TRUE NORTH CUSTOM JIM HOBSON President & Chief Executive Officer JASON SKINNER Chief Marketing Officer ERIC JACKSON Vice President of Creative Services SANDEE CURRY Editorial Director LISA PRICE Content Director KAYL A ANDERSON Marketing Manager L AUREN KNIGHT Marketing Coordinator Dear Colleagues, jhobson@truenorthcustom.com 4 INSIGHT V13N2 TRUENORTHCUSTOM.COM

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