Overheard at the 2015 Healthcare Marketing National Conference

by Jason Skinner, Chief Marketing Officer - 06/29/15

In case you missed this year’s event, heres a recap of fresh insights and forward-thinking ideas from the industrys best and brightest.


Paul Matsen, Chief Marketing and Communications Officer, Cleveland Clinic

Treatment seekers have a voracious appetite for content.
E-newsletters are vitally important, and print still fills an important niche in our national marketing strategy.
We love infographics because theyre so shareable; we created 150 last year and will increase to 250 this year.
The sheer fragmentation of media is what keeps me up at night. Its easy to get overwhelmed by the amount of media options available and making strategic decisions about where to invest.
The greatest thing about working in healthcare marketing is the inspiration that comes from inside the organization.

Jennifer Arvin, Director of Communications and Marketing, Barnes-Jewish Hospital

You can create a business case for making an emotional connection with your brand, as it makes your content more memorable and creates preference for your organization.
Holly Smith, Director of Strategic Planning and Marketing, St. Marys Health System
Content marketing is an ABO strategy; it drives acquisition, behavior, and outcomes.
Everyone on your marketing team should be responsible for content.

Tadd Pullin, Senior Vice President of Marketing and Strategy Development, Nebraska Medicine

Launching a rebrand has to be perfect—its a unique, powerful, one-time event.

Michael Chapman, Vice President, Springboard Brand & Creative Strategy

Convenience is the most deadly attribute you can own with your brand story, as it makes you more vulnerable to competitors.

Along with copresenting on How to Modernize Your Content Marketing with 2014 Top Hospital Marketer Theresa Komitas, True North was proud to celebrate our client Greg Potter from Inspira Health Network for being named a 2015 Top Hospital Marketer at this years conference.

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