How Marketing Can Improve Patient Health Care
By Drew Neisser
Health care. If ever there was a hot button topic that’s on everyone’s mind, this is it. But what may go unnoticed is how savvy marketers involved in this sector can actually use their skills to help the entire system deliver better care to its target audience: patients!
One such savvy marketer plying his skills for the benefit of others is Arra G. Yerganian, Chief Marketing and Branding Officer at Sutter Health. I met Arra through The CMO Club (he won the Officers award) and not only was he kind enough to share his thoughts with me below, he even agreed to rerecord our podcast episode after the sound quality proved deficient (stay tuned for my “9 Ways to Screw Up a Podcast” post!). More importantly, Arra is leading a massive transformation in how Sutter Health not only markets itself but also how it delivers patient care.
Drew: Tell me about Sutter Health.
Arra: Sutter Health is a remarkable organization. We are an integrated team of clinical and non-clinical pioneers who are deeply rooted in our not for profit mission. And we really work together to change how you and I experience healthcare. In fact, through an independent study in the last few months, Truven Health Analytics (which is part of IBM) recently recognized Sutter as one of the highest performers (top five) amongst healthcare system in America. This study looked at things like saving more lives, having fewer complications, spending less per patient on episode of care, etc. This is truly an organization that’s unprecedented. We’re about $11 billion in revenue supported by 55,000 employees. I call them ‘members of our tribe’ and nearly 7,000 providers. These are people who develop the product and care every day that makes a difference in people’s lives.
Drew: Wow. So what does your role as CMO encompass?
Arra: Well, it’s a multitasking role for sure. I feel like I’m steering a big ship and I think for me it’s really about walking the brand promise. It’s about how we tell powerful stories and how we translate that into something that the consumer can really relate to. I often talk about this relationship that we have with the people we serve, not the “patient” and you need to understand the distinction. As healthcare’s going through the transformation in America, it’s not about putting the patient first. It’s about putting the person first. During every stage of being a patient you’re still a person. So it’s about leaning in. It’s about helping them understand you know them intellectually and emotionally and about the support and access we can provide. How we change the conversation around them and I think that’s our secret weapon for the healthcare system in Northern California.
Drew: Interesting. How does marketing fit into this vision?
Arra: For me, it’s about operationalizing the brand. It’s helping my fellow leaders understand that investing in marketing is an important endeavor, not just an expense. It’s changing the way the organization thinks about the brand. We’re helping the organization …read more
Source:: Social Media Explorer