Claiming Marketing's Seat in the C-Suite
Luginbill makes the point that marketers can improve an organization by trimming costs in creative ways. Though marketers can add substantial value to an organization, their level of recognition falls short.
Here are the percentages of C-suite Industry Survey respondents who rated their marketing team's efforts as high value:
- 37% of CEOs
- 24% of board directors
- 22% of CFOs
- 18% of physicians
- 10% of staff
- 10% of organization-wide
The remaining ratings of marketing efforts fell into the categories of valued, neutral, not very valued, or not at all valued. There is obvious room for improvement in the numbers. Marketing's inferiority complex should not limit communications professionals any longer.
A key to entering the C-suite's inner circle—and proof of marketers' worth—comes from the ability to deliver market intelligence.
Speaking on a panel at SHSMD, Thomas Sadvary, president and CEO of Scottsdale Healthcare, said: "Marketing intelligence is very important. We need to know what the doctors, patients, and employees are thinking. As a CEO, the more I know, the more I can drive a strategy. We have a long way to go, we think we know what docs and patients are thinking. Wrong."
- Two-Midnight Rule Must be Fixed or Replaced, Say Providers
- Don't Underestimate Emotional Intelligence
- The Secret to Physician Engagement? It's Not Better Pay
- Care Coordination Tough to Define, Measure
- Yale New Haven Health Partners with Tenet Healthcare in CT
- CDC Warns of Antibiotic Overuse in Hospitals
- Physicians Take SGR Repeal Message to Washington
- Size Matters in Antibiotic Overuse
- SCOTUS Review of NC Board Case 'A Very Big Deal' to Providers
- Evidence-Based Practice and Nursing Research: Avoiding Confusion