Episode 22 // Dec 03, 2020

Marketing Governance with Penn State Health CMO

With Sean Young – Chief Marketing Officer, Penn State Health

Resources in Today's Episode:

Key Takeaways

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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