For weeks, Mass General Brigham has splashed its teal ads across newspaper pages, television screens, and the Internet to rally support behind its proposed $2.3 billion expansion. The campaign, which experts estimate cost millions of dollars, has angered competitors and a legislator, who say the health system is using its deep pockets to relay misleading information to regulators and the general public.
Hospitals continue to be busy places, COVID-19 or not. Physicians, interns, nurses, other staff, patients and their families, visitors, and pharma representatives, constitute a big captive audience for a firm looking to position some offerings to them, especially those in healthcare marketing.
Eric Steinberger has been named chief marketing officer of Atlantic Health System. Steinberger brings decades of leadership experience in the finance, media and retail industries, along with a deep skill set for understanding the consumer behavior behind brand choice. As chief marketing officer, he is focused on refining and implementing a comprehensive and modern strategic marketing plan.
Donna Thompson Braden, a marketing and communications professional with more than 25 years’ experience, has been named director of Marketing, Communications and Consumer (MCC) for Atrium Health Floyd. Braden will oversee the daily operations of the MCC team for Atrium Health Floyd , which covers Floyd Medical Center in Rome, Polk Medical Center in Cedartown and Cherokee Medical Center in Centre, Alabama, as well as the organization’s primary care and urgent care network, ancillary and outpatient services.
Baptist Health has named Lawrence Montgomery as the system’s chief marketing officer and John Goodman as corporate vice president of oncology, pharmacy and respiratory services. Montgomery previously served as executive director of national brand advertising for Kaiser Permanente in Oakland, Calif., where he has been since 2010. Prior to that, he served at UC Davis Health System and the State of California, Department of Public Health.
Tech and health care have a fraught relationship. On January 3rd Elizabeth Holmes, founder of Theranos, a startup that once epitomised the promise of combining Silicon Valley’s dynamism with a stodgy health-care market, was convicted of lying to investors about the capabilities of her firm’s blood-testing technology.