Hospital Marketing Chiefs Get Strategic
Qualify for a free subscription to HealthLeaders magazine.
A change of title is something many marketing leaders may begin to consider as their roles transition to become more strategy- and results-oriented. Traditionally, marketing department heads have been referred to as vice presidents, managers, and directors, but some believe a chief marketing officer title is now more suitable.
“The CMO title tends to equate with titles that we understand, like chief nursing executive and chief medical officer, and it gives you a much more powerful place at the table to be the advocate, the leader, the teacher, the expert authority on the idea of how do we position this healthcare system,” Cowart says. “It gives credibility within the organization.”
Binder agrees: “A lot of times a good way to get at the table with top leadership who thinks of marketing as making pretty ads is to show them the financial impact marketing can have,” she says. “You’ve got to get in there and you’ve got to prove to C-suite executives that you’re worthy of being there. One way or another, marketers need to get at that table.”
- Interventional Radiology No Longer a Sub-Specialty
- NFP Hospitals' Revenue Growth at 'All-Time Low'
- Acute Kidney Injury Gets New Focus
- Transforming Cancer Care
- Half of All Primary Care, Internal Medicine Jobs Unfilled in 2013
- Evidence-Based Practice and Nursing Research: Avoiding Confusion
- mHealth Tackles Readmissions
- CNO Leads $1M Charge for New Scrubs, Uniforms
- Sharp HealthCare Leaves Pioneer ACO Program
- MA an Insurance Proving Ground for Providers