V14n1 2018

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TRUENORTHCUSTOM.COM INSIGHT V14N1 3 WINTER 2018 V14N1 CONTENTS 6 10 11 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 Save the Date! Attending conferences and other industry events helps you stay up to date on best practices in the ever-evolving healthcare and marketing industries. Check out True North Custom's list of 2018 events you don't want to miss. Your Step-by-Step Guide to Content Strategy and Execution In today's digital marketing landscape, there are infinite channels and options for distributing your message. It is impossible to be all things to all people, and it's a waste of your time and resources to focus on channels your customers may not even be using. Four Keys to Facebook Advertising Are you ready to use Facebook to its full potential? True North Custom offers four tips to help you unlock the possibilities behind this social media platform. a roadmap to advancing your organization Spectrum Health Director of Strategic Partnerships Holly Sullivan, who is also a SHSMD Board Member, describes how a newly released SHSMD report can help healthcare strategists position themselves for success in the years ahead. "Marketing leaders with a clear understanding of patient healthcare journeys can anticipate when those patients are making healthcare decisions and what factors influence those decisions." —JASON SKINNER, TRUE NORTH CUSTOM CHIEF MARKETING OFFICER

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