Insight

TRUENORTHCUSTOM.COM INSIGHT V13N3 3 2017 V13N3 CONTENTS 6 7 8 5 Editorial Advisory Board THE HEALTHCARE INSIGHT 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. 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 Health System 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 < 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 Paid Search: Is It Worth It? The majority of Americans turn to the internet when researching a health problem. Does that mean you should invest in paid search ads in the healthcare sector? What's Up, Doc? When it comes to email messaging, savvy healthcare marketers understand that audiences respond differently to the same content. Engaging busy physicians with email marketing information starts by properly programming your message, thinking long term, and tweaking the delivery. Competing in the new consumer landscape Novant Health Senior Vice President, Marketing & Communications David Duvall shares ways to use research and data analytics to engage consumers in healthcare marketing. Facilitating the Future of Orthopedics UnityPoint Health Director of Surgery and Orthopedic Service Line Amanda Olderog reveals how the relationship between marketing and operations is helping grow market share and protect the margin. "Building a relationship with your surgeons is critical to a successful outpatient joint replacement marketing strategy." —AMANDA OLDEROG, DIRECTOR OF SURGERY AND ORTHOPEDIC SERVICE LINE AT UNITYPOINT HEALTH

• Cover