Follow these guidelines to prepare for your next presentation to a hospital executive.
You know how to align your marketing department with external partners to conduct research, create content-driven campaigns and track your return on investment (ROI), but do you understand how to present this information so that it’s respected by your hospital’s leadership team?
In the planning stages before building your pitch, position yourself to succeed by knowing how five key members of your C-suite make decisions:
Chief Executive Officer (CEO)
- Thinks strategically and decisively
- Wants to know your short- and long-term goals and how you plan to meet them within the budget
Without the CEO’s buy-in, you might as well ditch the plan altogether. This should give you extra incentive to present your CEO with target objectives that tie in with your organization’s mission of connecting patients to relevant healthcare resources — while generating sufficient margin through highly targeted campaigns.
Chief Financial Officer (CFO)
- Looks at fiscal responsibility for the short and long term
- Wants to know how you will measure marketing performance and what data you will provide to show ROI
As hospital business models shift from fee-based to value-based care, the CFO wants to know how you are prioritizing marketing resources to drive the profitable volume needed to support other initiatives. Leverage market data that builds a business case for your decisions and lets your financial leadership know you're investing the budget wisely.
Chief Medical Officer (CMO)
- Works closely with physicians
- Focused on coordination of care, medical interventions and delivery models that put your doctors ahead of the curve
According to a Signature Leadership Series about building healthcare leadership teams created in partnership with the American Hospital Association, the CMO role has evolved from mainly managing internal teams to also reaching out to external stakeholders and organizations. Because of this, CMOs are often more savvy to marketing principles. This person can be a helpful ally and sounding board on the executive team.
Chief Clinical Officer (CCO)
- Focuses on patient engagement and clinical performance
- Wants to know your plan for integrating these two aspects of care into the stories you’re crafting by positioning patients alongside their physicians
Have a strategy for presenting clinical excellence in a soft-sell approach that’s accessible for your audience. The CCO is going to be the biggest advocate for patients and can be a great sounding board for planning content that demonstrates the patient experience in a relatable way.
Chief Population Health Officer (CPHO)
- Responsible for initiatives to improve the health of the community your facility operates in, lowering costs of care delivery and pressure on emergency departments
- Wants to know how your marketing strategy targets community-based resources, such as home health and hospice, primary care providers, and behavioral care
Emerging as a relatively new addition to executive leadership teams, CPHOs will want to talk specifically about how your marketing plan nurtures prospects and leads them to appropriate access points that take pressure off your emergency department.
Coming up with effective marketing campaigns that resonate with key members of your leadership team as well as engage your patients and prospects can be a challenge. To gain respect, marketing executives must set realistic goals, track results, and clearly demonstrate the value of marketing in driving brand and revenue growth for the organization.
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