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.”
- Senators Hear How Two-Midnight Rule Harms Patients, Hospitals
- 3 Management Lessons from a Supermarket Debacle
- Handshaking Spreads Germs. Get Over It.
- Healthcare Costs Start With What We Eat
- IOM Identifies GME Problems, Calls for Finance Changes
- Hospitals Likely to Outsource ICD-10 at Launch
- Medicare Advantage Carriers See 'No Choice' But to Accept Cuts
- Revenue Cycles Get a Boost from Simple JPEG Files
- Anatomy of 3 Health System Rebranding Efforts
- Premium Subsidy Fight Creating Uncertainty for Hospitals, Health Plans