News & Updates

True North Custom Launches Healthcare Marketing Podcast to Guide Engagement and Growth Strategies

by | Sep 30, 2020 | News & Updates | 0 comments

With insights from True North strategists and interviews with top hospital marketers as your guide, you’ll discover proven tactics and practical tips that inspire your marketing initiatives.

Look­ing for a quick, fun, engag­ing way to stay cur­rent on mar­ket­ing top­ics and indus­try trends? Check out the health­care mar­ket­ing pod­cast from True North!

Host­ed by Pres­i­dent Eric Sil­ber­man and Vice Pres­i­dent of Strat­e­gy and Busi­ness Devel­op­ment Jane Cros­by, the pod­cast was cre­at­ed to share our best prac­tices plus action­able ideas from the bright­est minds in con­tent mar­ket­ing, dig­i­tal mar­ket­ing and health­care strategy.

We hope you’re inspired by their con­ver­sa­tions with experts from Cleve­land Clin­ic, Sales­force and oth­er lead­ing brands:

Episode 1: Building the #1 hospital blog with Amanda Todorovich from Cleveland Clinic

Cleve­land Clin­ic sets the pace for con­tent mar­ket­ing in health­care, and Senior Direc­tor of Dig­i­tal Mar­ket­ing and Health Con­tent Aman­da Todor­ovich offers her view from the peak as senior direc­tor of dig­i­tal mar­ket­ing and health con­tent. In this inau­gur­al episode for our health­care mar­ket­ing pod­cast, you’ll find out how she’s built an elite team based on the guid­ing phi­los­o­phy “How do we beat yes­ter­day?” and why more than 10 mil­lion vis­i­tors turn to Health Essen­tials—the #1 hos­pi­tal blog in America—each month. You’ll learn which chan­nels are dri­ving the most engage­ment dur­ing COVID-19, the blog’s top-per­form­ing piece of con­tent for many years, how the hos­pi­tal is lever­ag­ing Tik­Tok and much more!

Listen now on iTunes!

Episode 2: Get ready for the context marketing revolution with Mathew Sweezey from Salesforce

As direc­tor of mar­ket strat­e­gy at Sales­force, Math­ew Sweezey has a front-row seat to the trans­for­ma­tions in con­sumer behav­ior and mod­ern tech­nol­o­gy. He draws on those insights and his expe­ri­ence work­ing with some of the world’s largest and most well-respect­ed brands—including AT&T, Dell, UPS, The Home Depot and more—in his new book: “The Con­text Mar­ket­ing Rev­o­lu­tion,” pub­lished by Har­vard Press. Find out why Math­ew believes mar­keters have to change the way we think about our brands and our mar­ket­place to suc­ceed in the post-COVID-19 future.

Listen now on iTunes!

Episode 3: How marketing leaders at Vanderbilt Health are making a dent in the healthcare universe

Van­der­bilt Health is a nation­al leader in val­ue-dri­ven care. The mar­ket­ing and com­mu­ni­ca­tions team plays a piv­otal role in plan­ning and imple­ment­ing these ini­tia­tives. We spoke with two mar­keters lead­ing the charge—Megan Pruce, VP of strate­gic mar­ket­ing, and Mal­lo­ry Yoder, senior man­ag­er of busi­ness engage­ment strategies—on best prac­tices for suc­cess­ful­ly engag­ing both physi­cians and con­sumers around pop­u­la­tion health strate­gies, what it takes to build a cross-func­tion­al team and oth­er crit­i­cal issues in advanc­ing the mind­set shift from val­ue-based care to value-for-volume.

Listen now on iTunes!

Episode 4: SHSMD President Holly Sullivan believes this is healthcare marketing’s moment

In the words of Hol­ly Sul­li­van, senior direc­tor of strate­gic mar­ket­ing at Spec­trum Health and pres­i­dent of the board for the Soci­ety for Health­care Strat­e­gy and Mar­ket­ing Devel­op­ment, “Our orga­ni­za­tions are look­ing to mar­ket­ing to help get through this.” In this episode focused on effec­tive lead­er­ship and com­mu­ni­ca­tion dur­ing a cri­sis, you’ll learn how she’s help­ing her 14-hos­pi­tal sys­tem and 4,000+ SHSMD mem­bers rise to the occa­sion and guide their com­mu­ni­ties toward recov­ery and growth.

Listen now on iTunes!

Episode 5: Rose Glenn on how to have a remarkable, highly rewarding career in healthcare

With 30+ years of expe­ri­ence work­ing for large, com­plex orga­ni­za­tions, Rose Glenn under­stands what it takes to build a suc­cess­ful career in health­care mar­ket­ing and com­mu­ni­ca­tions. The Chief Com­mu­ni­ca­tions and Mar­ket­ing Offi­cer at Michi­gan Med­i­cine and for­mer pres­i­dent of the board of the Amer­i­can Hos­pi­tal Association’s Soci­ety for Health­care Strat­e­gy and Mar­ket Devel­op­ment shares can­did per­spec­tive and prac­ti­cal advice on risk-tak­ing, men­tor­ship, and the impor­tance of being assertive while also show­ing kind­ness — shat­ter­ing the myth that “sharp elbows” are a require­ment for leaders.

Listen now on iTunes!

Episode 6: From funnels to flywheels: digital marketing virtuoso Rand Fishkin on modernizing your approach to engagement and growth

As the founder of Moz and now CEO of Spark­Toro, Rand Fishkin is a lead­ing voice on SEO tech­niques, soft­ware tools and oth­er must-know top­ics for today’s mar­ket­ing pro­fes­sion­al. In this episode, you’ll learn how to avoid “boul­der-push­ing mar­ket­ing” and build a fly­wheel that gains effi­cien­cy, low­ers costs and gen­er­ates high­er ROI for your con­tent strat­e­gy and dig­i­tal campaigns.

Listen now on iTunes!

Episode 7: Guiding marketers toward growth: how Meghan Keaney Anderson helps Hubspot win hearts and minds

As a VP at Hub­spot and one of the most bril­liant mar­ket­ing minds on the plan­et, Meghan Keaney Ander­son is build­ing a world­wide com­mu­ni­ty while dri­ving rev­enue for the com­pa­ny’s all-in-one growth plat­form. Her expert per­spec­tive on mak­ing paid ads more effec­tive, writ­ing for search and why con­tent qual­i­ty beats quan­ti­ty (among oth­er top­ics) is guar­an­teed to raise your mar­ket­ing game.

Listen now on iTunes!

Episode 8: Chris Pace of Banner Health on removing friction from the customer experience

As Senior Direc­tor of Dig­i­tal Mar­ket­ing at Ban­ner Health, Chris Pace is instru­men­tal in mak­ing sure the largest hos­pi­tal sys­tem and employ­er in the state of Ari­zona deliv­ers on the mis­sion: mak­ing health care eas­i­er, so life can be bet­ter. Learn how his phi­los­o­phy of “strat­e­gy first, tools sec­ond” along with his elite team is pow­er­ing a dig­i­tal trans­for­ma­tion that impacts near­ly every step on the patient jour­ney, includ­ing online sched­ul­ing, billing and oth­er touch points. Get prac­ti­cal advice on cre­at­ing a zero click strat­e­gy, con­sol­i­dat­ing web­sites and per­son­al­iz­ing con­tent, along with per­son­al insights from his jour­ney to cope with imposter syndrome.

Listen now on iTunes!

Episode 9: Johnny Smith of Encompass Health is disrupting B2B marketing strategy

John­ny Smith was recruit­ed to trans­form the mar­ket­ing func­tion for Encom­pass Health—the largest post-acute care provider in the coun­try with 140 reha­bil­i­ta­tion hos­pi­tals in 39 states. Dis­cov­er how his pas­sion for lead­ing by lis­ten­ing — espe­cial­ly to those who “don’t drink the mar­ket­ing Kool-Aid” — and lever­ag­ing data is empow­er­ing his team, build­ing equi­ty in the brand and dri­ving growth for the organization.

Listen now on iTunes!

Episode 10: HCA Healthcare’s Head of Digital Strategy Kelly Nye is at the epicenter of evolution in healthcare marketing

As VP of Dig­i­tal Strat­e­gy & Devel­op­ment at HCA Health­care, Kel­ly Nye works with mar­ket­ing, IT and oth­er dis­ci­plines to “inter­weave dig­i­tal into every­thing we’re doing and think­ing about” across the system’s 180+ hos­pi­tals and 2,000+ sites of care. Go behind the scenes of the largest U.S. health sys­tem for a glimpse into COVID’s trans­for­ma­tive impact on the team and tech­nolo­gies under her purview, along with glean­ing Kelly’s expert per­spec­tive on man­ag­ing ven­dor part­ners, the future of health­care CRM sys­tems and more.

Listen now on iTunes!

Episode 11: Ascension’s Nick Ragone on his passion for storytelling, chess and mission with a capital M

Nick Ragone’s offi­cial title is exec­u­tive VP and chief mar­ket­ing and com­mu­ni­ca­tions offi­cer — but he calls him­self Chief Sto­ry­teller for the system’s 160,000 asso­ciates spread across 2,700 sites of care. Find out how COVID accel­er­at­ed the Ascen­sion brand jour­ney, what chan­nels are keep­ing the team engaged and why he feels the qual­i­ta­tive mod­el of mar­ket­ing no longer suf­fices in healthcare.

Listen now on iTunes!

Episode 12: Content marketing pioneer Joe Pulizzi on where the puck is going

As the founder of Con­tent Mar­ket­ing Insti­tute and Con­tent Mar­ket­ing World, Joe Pulizzi helped define and advance the dis­ci­pline con­sid­ered essen­tial to mod­ern marketing—especially in health­care. Accord­ing to the 2020 Dig­i­tal Health­care Mar­ket­ing Trends report, “Look­ing at the capa­bil­i­ties where lead­ers are fur­thest ahead of oth­ers, con­tent devel­op­ment tops the list.” Get expert per­spec­tive from Joe and hosts Eric Sil­ber­man and Jane Cros­by on build­ing an audi­ence, exper­i­ment­ing with Club­house and oth­er new plat­forms and the mar­ket­ing chan­nel we’re the most bull­ish about in 2021.

Listen now on iTunes!

Episode 13: Victor Reiss on creating data-driven vaccine communications at UNC Health

“We will not be sat­is­fied until we have moved those who are vac­cine hes­i­tant to being ready and will­ing.” That con­vic­tion is the dri­ving force for Vic­tor Reiss and his team at UNC Health­care. We spoke with the Sys­tem VP of Con­sumerism and Insights about how he’s help­ing match vac­cine-relat­ed mes­sag­ing with the right audi­ence seg­ments, includ­ing what he calls the untapped mar­kets of Black and Lat­inX pop­u­la­tions who often expe­ri­ence lack of equi­table oppor­tu­ni­ty and access.

Listen now on iTunes!

Episode 14: Michael McCauley on healthcare marketing trends and building trust

As part of the pan­el that helped devel­op the 2020 By the Num­bers Spe­cial Report from the Soci­ety for Health­care Strat­e­gy and Mar­ket Devel­op­ment, the VP of Cor­po­rate Com­mu­ni­ca­tions at Hack­en­sack Merid­i­an Health has his fin­ger on the pulse of indus­try trends and inno­va­tions. Find out what shifts your peers are mak­ing dur­ing the pan­dem­ic along with how his 17-hos­pi­tal sys­tem is build­ing com­mu­ni­ca­tion plans around the COVID vac­cine, Michael’s four Rs for fos­ter­ing men­tal health at work and more.

Listen now on iTunes!

Episode 15: Ken Chaplin on combating the shadow curve and empowering patients at Cancer Treatment Centers of America

As Chief Mar­ket­ing Offi­cer for CTCA, Ken Chap­lin is advanc­ing the mis­sion of patient empow­er­ment for the house­hold brand in can­cer care. In this insights-packed 30-minute episode, find out how CTCA applies advanced attri­bu­tion mod­el­ing to pre­cise­ly mea­sure the impact of mar­ket­ing, why the orga­ni­za­tion is well posi­tioned for a cook­ie-less world and what they’re doing to flat­ten the “shad­ow curve” caused by the sharp decline in can­cer screen­ings and treat­ments dur­ing the pandemic.

Listen now on iTunes!

Episode 16: Julie Rose of CommonSpirit Health shares social media tips, trends and tools

As Sys­tem Man­ag­er of Social Media at Com­mon­Spir­it Health, Julie Rose helps guide the system’s 140+ hos­pi­tals on build­ing com­mu­ni­ty and dri­ving engage­ment on Face­book and Insta­gram. Find out how the brand’s Hel­lo Humankind­ness pur­pose is reflect­ed on these plat­forms, what tools she uses to plan and pub­lish con­tent and why the mag­ic on social media hap­pens after you post.

Listen now on iTunes!

Episode 17: Summit Health Chief Marketing Officer Matt Gove on Digital Marketing and Driving Physician Referrals

In 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, 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.

Listen now on iTunes!

Episode 18: From Quirky to Quantitative: Christine Albert on How Humanizing the LCMC Health Brand Is Driving Business Growth

In one of our most col­or­ful and com­pelling inter­views, LCMC Health Chief Mar­ket­ing and Expe­ri­ence Offi­cer Chris­tine Albert high­lights her team’s suc­cess in lever­ag­ing data to dif­fer­en­ti­ate the New Orleans-based brand and gen­er­ate bot­tom line results. Learn how she’s ele­vat­ing the C‑suite’s per­cep­tion of mar­ket­ing through strate­gic insights that illu­mi­nate oppor­tu­ni­ties and chal­lenge the sta­tus quo — like the system’s more authen­tic approach to online physi­cian bios that has gen­er­at­ed a 50% increase in organ­ic views and near­ly 25% more con­ver­sions to appoint­ments. As a SHSMD Board Mem­ber, Chris­tine has been instru­men­tal in advanc­ing the health­care mar­ket­ing dis­ci­pline. Find out how the orga­ni­za­tion is guid­ing mem­bers through con­sumer research, men­tor­ship pro­grams and oth­er new ini­tia­tives that empow­er career and net­work development.

Listen now on iTunes!

Episode 19: Amy Comeau on Thriving in a Competitive Healthcare Market

As VP of Mar­ket­ing at Emory Health­care, Amy Comeau has a unique van­tage point into the oppor­tu­ni­ties and chal­lenges of lead­ing brand and rev­enue growth strate­gies for a nation­al­ly ranked aca­d­e­m­ic health sys­tem. Find out how she’s pri­or­i­tiz­ing her plan, lever­ag­ing CRM and oth­er tools and get­ting buy-in from key stake­hold­ers to influ­ence all stages of the patient journey.

Listen now on iTunes!

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