As healthcare organizations confront changing consumer behavior, increased competition, and more diverse target markets and segments, the role of marketing has the potential to be one of the most powerful and trusted in the executive suite, according to healthcare publication Modern Healthcare. Organizations are now looking at marketing as a strategic capability to drive top-line growth, brand loyalty and better health outcomes.
Nick Ragone, Executive Vice President and Chief Marketing and Communications Officer, Ascension, and Baligh Yehia, MD, Chief Medical Officer, Ascension Medical Group, talked about the intersection of marketing and clinical disciplines in delivering an exceptional consumer and patient experience. They were part of Modern Healthcare’s recent Strategic Healthcare Marketing Conference in St. Louis.
Key topics included branding and the brand promise, promoting Ascension providers, how Ascension physicians live out our brand promise every day, how clinical and marketing teams work together on new products and innovations, new care models, and the importance of meeting consumers where they are and adapting to the changing consumer landscape.
“A brand promise is one thing, but how you live into it is another thing – that’s the hard work that happens every day,” Nick said. Nick and Baligh agreed that both of their roles are about delivering on that promise.
“We have a Mission, Vision and Values, and when you ask doctors why they went into medicine, it’s because they want to help people,” Baligh said. “The big thing is, how do you empower them to live out that Mssion, Vision and Values in different ways?”
Speaking about the common needs of both the Chief Marketing Officer and the Chief Medical Officer, Nick said, “Whether you’re a CMO or a CMO, we have an important responsibility to make sure we are delivering a great experience and great care.”
Photo: Nick Ragone, left, and Dr. Baligh Yehia.
