Marketing role models: 4 health system marketing execs share the brands they admire

Here, four health system marketing leads discuss the brands they admire when developing campaigns.

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Katie Adams –
Monday, August 31st, 2020
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Suzanne Hendery, chief marketing and customer officer at Renown Health (Reno, Nev.): I appreciate those business and organizations that exceed fulfillment, to create lifetime loyalty with their clients by delighting them with both the online and in-person experience. Organizations like MD Anderson, Dana-Farber Cancer, Piedmont, Ochsner and Geisinger always enter your mind. Beyond healthcare, I am amazed with getroman.com for their online experience and southwest.com for social networks and service recovery.

Suzanne Hendery, chief marketing and customer officer at Renown Health (Reno, Nev.): I admire those business and organizations that go beyond complete satisfaction, to produce life time loyalty with their clients by thrilling them with both the online and in-person experience. Sarah Garrity, chief marketing officer at Commonwealth Care Alliance (Boston): At Commonwealth Care Alliance, we look beyond the standard health care landscape to consumer-centered market leaders raising the bar on client engagement and experience, brand names such as Amazon or Apple. The authentic voice of our consumer is embedded within our marketing campaigns; in truth, our own health plan members are featured prominently throughout all of our efforts. Katy Rigsby, vice president of marketing and interactions at OhioHealth (Columbus): We aim to have our brand name come across in a human method to people so that our brand feels and sounds human, not like a bunch of corporate speak. The brand names we most admire have a fantastic capability to do that in their marketing projects– brands like Southwest.

Sandra Mackey, chief marketing officer at Bon Secours Mercy Health (Cincinnati): With the breadth of health care systems and brands beyond healthcare that offer products or services to customers, it is hard to recognize a single company that inspects every box associated to project efficiency. Rather, there is much to be discovered from a variety of organizations that hit various chords with their target audience.

Although healthcare marketing is a rather specific sect of the marketing health, field and healthcare facility system online marketers draw motivation from a range of brand names when theyre producing messaging strategies.

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Organizations that I many respect clearly deliver on a brand name pledge, and their projects authentically represent who they are. Whether in healthcare or any other industry, companies like Amazon, American Express or Delta Airlines that utilize data to better understand customer behaviors and drive action are high up on my list of most-admired brand names.
Katy Rigsby, vice president of marketing and interactions at OhioHealth (Columbus): We aim to have our brand come across in a human method to individuals so that our brand feels and sounds human, not like a bunch of corporate speak. The brand names we most admire have an excellent capability to do that in their marketing projects– brand names like Southwest. We all understand and remember the advantages of their brand due to the fact that they make it so relatable to us.

Sarah Garrity, primary marketing officer at Commonwealth Care Alliance (Boston): At Commonwealth Care Alliance, we look beyond the traditional healthcare landscape to consumer-centered market leaders raising the bar on client engagement and experience, brand names such as Amazon or Apple. The genuine voice of our customer is ingrained within our marketing projects; in reality, our own health plan members are included plainly throughout all of our efforts. All our interactions are yet another demonstration of how CCA provides on its objective to improve the health and well-being of individuals with significant needs.

Editors note: Responses have been gently modified for clarity and length.