Matt Gove of Summit Health Challenges Marketers to Get the Basics Right

by | May 10, 2021 | Healthcare Industry Insights | 0 comments

As chief marketing officer for Summit Health, Matt Gove understands how to engage consumers and physicians and grow a healthcare brand. Here are seven key takeaways from our recent podcast interview that will inspire your marketing plan.

Summit Health CMO Matt GoveIn the sum­mer of 2019, Matt Gove had just left Pied­mont Health­care to join CityMD when the lead­ing urgent care provider in the New York metro area merged with Sum­mit Med­ical Group to form Sum­mit Health. Then the pan­dem­ic hit, and his brand was front and cen­ter in media cov­er­age of COVID.

In this live­ly con­ver­sa­tion for our health­care mar­ket­ing pod­cast, learn how these expe­ri­ences shaped his mar­ket­ing strat­e­gy, along with his expert per­spec­tive on B2B vs. B2C mar­ket­ing, what to look for when hir­ing mar­ket­ing tal­ent and the most important—and often over­looked—dig­i­tal mar­ket­ing channel.

When it’s possible, physically being in the same room has tremendous benefits

While the rules of office work are chang­ing, direct inter­ac­tion with the peo­ple with whom we work still mat­ters. With any team, trust is the foun­da­tion nec­es­sary for peo­ple to be suc­cess­ful — and it’s hard to build trust with­out some direct inter­ac­tion with your team. It’s eas­i­er to build that per­son­al con­nec­tion when you can spend time togeth­er. Those serendip­i­tous moments in the office when you’re talk­ing about tele­vi­sion, movies, music or sports don’t hap­pen in the same way any­more. Our inter­ac­tions become very focused on the task. Being present gives me the oppor­tu­ni­ty to have those occa­sion­al moments of inter­ac­tion in the office. It’s great to see faces and check on peo­ple and have those con­ver­sa­tions. We’ve got­ten good at video meet­ings and com­mu­ni­cat­ing elec­tron­i­cal­ly, but being in the same room will ulti­mate­ly help us be a more effec­tive team.

Physician relationships are built on the foundations of marketing

The block­ing and tack­ling is the most impor­tant piece, and it’s super basic: Are our physi­cians aware of the full scope of the net­work? Do they know all of the docs, par­tic­u­lar­ly in their geo­graph­ic region that they can refer to quick­ly and eas­i­ly? Have we made it easy for them to find the right refer­ral? We want to make sure every pri­ma­ry care doc­tor under­stands that we want you to be the quar­ter­back of this patien­t’s care—whether you work for Sum­mit or not. The goal is deliv­er­ing the best care that our patients can get. At the end of the day, that’s why we do what we do.

High-impact direct mail can drive physician engagement

While docs and their offices get tons of mail, if you can design some­thing big and high impact for the front office staff, it can help you raise aware­ness of your ser­vices inside of their group. We feel like it’s a good way to get the word out when you don’t have as many sales­peo­ple on the ground as you would like.

A blend of experience makes for an effective healthcare marketing team

I used to be that per­son who didn’t want health­care expe­ri­ence when hir­ing for a mar­ket­ing posi­tion, because I had­n’t seen a ton of evi­dence that a lot of health­care expe­ri­ence made you a bet­ter mar­keter. How­ev­er, health­care expe­ri­ence does give you a bet­ter under­stand­ing of the com­plex­i­ties of our orga­ni­za­tions and the pecu­liar­i­ties of the physi­cians we work for and have to keep hap­py. The physi­cian ser­vices are our core prod­uct, and we must nev­er for­get how impor­tant they are to the work we do and the ser­vices we offer to our cus­tomers. So hav­ing health­care expe­ri­ence is impor­tant, but I’m still look­ing for peo­ple who have had suc­cess out­side our indus­try. Hav­ing sol­id expe­ri­ence mar­ket­ing to busi­ness­es and to cus­tomers for oth­er indus­tries and see­ing how they do it, lever­ag­ing the tools they use and bring­ing a dif­fer­ent mind­set is helpful.

B2B marketing is paramount to generate physician referrals

We are in this hyper-evolved world where refer­rals for every­thing mat­ter. Peo­ple won’t buy a pair of pants with­out ask­ing 10 of their friends what they think. They sure aren’t going to choose some­thing as impor­tant as life or death med­ical ser­vices with­out check­ing with oth­er peo­ple. While hav­ing a strong con­sumer brand is impor­tant, B2B mar­ket­ing keeps our orga­ni­za­tions going.

Combining CRM data with clinical records can have tremendous potential

We’re work­ing to merge the CRM and oth­er dig­i­tal tools that are impor­tant from a mar­ket­ing and rela­tion­ship man­age­ment per­spec­tive with the clin­i­cal record. That’s one of the things peo­ple can for­get: The same things you need to do to bet­ter man­age a population’s health are the things you need to do to build a rela­tion­ship with a cus­tomer. Using these mar­ket­ing tools in ser­vice of a patient’s long-term health—and not just in terms of the patient’s loyalty—is a direc­tion we’re going as an orga­ni­za­tion. We’re build­ing this rela­tion­ship and clin­i­cal care mod­el togeth­er on top of a dig­i­tal platform.

A solid approach to the basics does as much for your organization as anything else

The basics are still not being done well by most of us—like web­sites. It sounds trite but for any health­care mar­keter, your web­site is prob­a­bly the most impor­tant tool you have. That’s where every sin­gle poten­tial cus­tomer comes to val­i­date what they’ve been told by a doc­tor, a friend or fam­i­ly mem­ber. How you present infor­ma­tion, how you make it easy to nav­i­gate, how you allow the physi­cians and ser­vices to high­light who they are and what they do in a way that’s easy for the cus­tomer to under­stand. That could­n’t be more impor­tant, but web­sites con­tin­ue to get short shrift as every­one pur­sues the most sophis­ti­cat­ed dig­i­tal adver­tis­ing approaches.

Listen to the full interview with matt gove!

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