Marketing Governance with Penn State Health CMO
With Sean Young – Chief Marketing Officer, Penn State Health
Resources in Today's Episode:
- A New Resource by ReviveHealth: Un-covered
- Why the “Missing Domino” Matters So Much
- Listen to this episode on the go through our podcast.
End of Year COVID-19 Updates
- America is once again breaking the record for the highest number of COVID-19 cases within the last nine months.
- People think the vaccine is a "silver bullet," and therefore, are beginning to relax more knowing it is coming, but it's not the "silver" bullet, according to Sean.
- Some people reach a point where they care less about their own safety than they do about just not having to deal with it anymore.
- The Mask Up campaign lead by Cleveland Clinic has partnered with over 125 health systems to reinforce the civic responsibility that everybody should be masking up and social distancing.
- There is no "national plan," and every state is left to figure out a game plan, creating conflicting guidelines for consumers.
Why Marketing Governance Is Valuable
- The idea of marketing governance is an active experiment – but has had a ton of value for our system in the last three years.
- There are questions about who needs to weigh in on things, and that's what marketing governance is built to do. Because the last thing you want to do is issue a new marketing campaign, unleash a new communication strategy, or change an entire website infrastructure, and have key leaders ask why they weren't consulted or informed.
- The idea is to take the organization's key leaders and put them in a room together once a month to discuss key marketing initiatives to get buy-in, guidance, and inform them of the upcoming activities for them to support.
- The meetings are productive, and at a minimum, it allows everyone to be informed and aware of what's going on in the marketing and communications world.
The Challenges of Marketing Governance During COVID-19
- COVID-19 became the number one priority for everyone, which meant the first few meeting during the pandemic's start went on pause.
- Eventually, this group could come back together and validate and approve a brand new internal communication effort for managers across the health system.
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How do you plan for the future of your health system without seeming tone deaf to the present and past? Learn about Baystate Health's plan.
With Ryan Donohue, Corporate Director of Program Development, NRC Health
It's no secret that now – more than ever before – health systems face pressure to meet consumer-first benchmarks set by other industries. What are the implications of this demand amidst a pandemic?