Healthcare Marketers Share Strategies for 2023

Eight healthcare system and hospital marketing executives discuss what their teams will focus on in the year ahead.

As we enter the new year, marketing leaders in hospitals and healthcare systems have set out on their marketing strategies for 2023.

HealthLeaders asked several marketing executives: What marketing trends are you currently following and what are your main focuses to make 2023 a successful year for your marketing department and organization?

The answers vary, but as in previous years, consumers continue to be at the heart of healthcare marketing. See how eight healthcare marketing executives will execute their marketing strategies this year.

Lee Echols, Vice President of Marketing and Communications, Northside Hospital

“In 2023, the Georgia-based Northside Hospital System will acknowledge patient emotions and continue to communicate in line with their health, social and cultural experiences. As usual, we will try some new strategies.” The community partnership program is very strong and we plan to expand into new areas this year, while also maintaining the brand with our highly successful ‘Look To Northside’ campaign and reviving it from time to time with more demanding targets in mind. . ”

Jennifer E. Gilkie, Chief Communications and Marketing Officer, Dartmouth Health

“Like all healthcare organizations, we are facing a “triple crisis” due to ongoing workforce challenges, inflation and supply chain issues that are causing even greater economic stress than we experienced during the first three years of the pandemic. We are working on increasing demand due to infectious diseases. That said, we are optimistic about the strategic impact of marketing and the opportunities this presents.

“At Dartmouth Health, we are using storytelling tools to deliver content through targeted channels and enhancing our use of new digital formats and video to get the right message to the right audience at the right time. We focus on carefully positioning ourselves by distributing on .As part of our brand journey, we do a lot to understand why our internal and external audiences are passionate about us. spent time. [and] What sets us apart in the market. We’ve used this knowledge, along with data and analytics, to build our communications and marketing strategies, including where we need to be ‘seen’ and what consumers think and want. ”

Sandra Mackey, Chief Marketing Officer, Bon Secours Mercy Health

“2022 ended with the healthcare industry facing disruption and economic challenges, which we expect to continue this year. It is our responsibility to be agile in an environment of economic uncertainty while delivering: optimizing in real time by shifting from more traditional forms of marketing to demonstrating tangible results. We employ an agile testing and learning approach that allows us to rely heavily on our digital capabilities. It gave us the opportunity to show what we are giving and also the opportunity to gather quick insights and quickly improve our approach.Hospitality, what we have been doing for years.”

Nisha Morris, Vice President of Marketing and Communications, City of Hope Orange County

“Leading cancer centers understand the complexity of the diseases we seek to treat and cure, not just in developing medical breakthroughs, but in delivering care as well. We cannot do this alone, we need to work with like-minded partners to find and bring solutions to fruition, we have equitable access to them.

“Last year, we opened the City of Hope Orange County Lenner Foundation Cancer Center, developing innovative partnerships with the public and private sectors, forming traditional and non-traditional relationships, and engaging many partners. This has significantly expanded our reach, allowing us to enhance innovation and advance our vision of democratizing cancer care.From a marketing perspective. , it also challenged us to broaden our story, reach out to diverse communities, and utilize new technology formats to enhance the patient experience.

“In 2023, our marketing team will continue to use data and digital tools to strengthen those relationships and ensure our services reach the people who need them. We are compelled to unite because people are getting a cancer diagnosis in their lifetime.It has been so effective in our work that we are using this decade as a new hope and a final I’ll literally make it 10 years of healing.”

Nick Ragone, EVP, Chief Marketing and Communications Officer, Ascension

“For 2023, we have several marketing priorities including social validation and storytelling. Tell shareable stories in your own words from associates, patients, and their families. [We are also] Marketing as a growing function Further aligning our technology stack with our digital and operational experience to create multi-touch, integrated marketing campaigns to lead the quality and advances our providers and medical facilities are making across Ascension. Focus on emphasizing. ”

Chrisie Scott, SVP, Chief Marketing Officer, Virtua Health

“Addressing the ever-evolving consumer will continue to drive our marketing strategies for 2023. The aftermath of the pandemic, coupled with economic uncertainty and the acceleration of digital It impacts the way you deploy and we know it: today’s consumers value authenticity, transparency and diversity more than ever before. We expect relevant and seamless messages and experiences across our channels. Delivering simple, personalized experiences intentionally to different segments is our ability to build trust, inspire engagement and generate loyalty. .

“Our initiative to create the ideal ‘anyone, anytime’ experience in 2023 will include marketing influence on experiences that extend to each other within our workforce. We have prioritized investing in and developing our personal and professional skills – a strategic imperative to foster an inclusive and caring culture.”

Ramon Soto, Senior Vice President, Chief Marketing and Communications Officer, Northwell Health

“Northwell Health is focused on delivering better health to all the communities we serve. It’s about digging deep.

“When it comes to consumers, coming out of the pandemic, individuals are much more aware of the value of health and their own health. and how we can partner with them for better health.

“On the social health front, guns have become the leading cause of death among children in the United States. [Centers for Disease Control and Prevention]. [It’s] A ridiculous place for this country. Gun violence is of paramount concern to society. Northwell has advanced gun safety campaigns that have the potential to generate significant social benefits, save children and address important medical concerns.”

Eric Steinberger, Chief Marketing Officer, Atlantic Health System

“As hospitals and healthcare systems reach a rocky end in 2022, we look forward to 2023 bringing even more opportunities to connect with consumers in a more personalized way. Atlantic Health System recognizes that by targeting customers, with convenient digital tools and enhanced personalization, customers can align their healthcare experience with evolving experiences in other industries, such as retail and financial services. We expect you to realize the process of receiving.

“The next year will be defined not only by how we reach consumers, but also by the information we share with them. We are focused on creating content that puts the consumer first. As an organization, we are committed to health equity by providing relevant content to them and distributing it in formats and channels that are convenient and fit their lifestyle. We continue to focus on creating and reaching out to the underserved. Marketing is a key partner in ensuring we continue to build trust. In every community we serve.”