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Hospital Marketing Chiefs Get Strategic

Marianne Aiello, for HealthLeaders Media, February 13, 2011
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The title

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.”

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1 comments on "Hospital Marketing Chiefs Get Strategic"


Gary (3/2/2011 at 5:29 PM)
One of the areas most overlooked by hospital marketing dept's is the hospital's managed care contracts. A hospital's (claim) write-offs for managed care rates/discounts SHOULD BE viewed as marketing dollars - because there is certainly a defined 'cost' for the contracted payer/network delivering the patient to your facility - and that 'cost' is your contractual adjustment. If your system or hospital has entered into managed care contracts that typically render reimbursements that are less or only slightly more than your actual costs of providing the services - any add'l marketing or advertising dollars only diminish your reimbursement.