City of Hope’s Digital-First Transformation
// By Robin Snow //
When Lisa Stockmon arrived at City of Hope National Medical Center in 2014 as chief marketing and communications officer, she was on a mission to transform the venerable comprehensive cancer center into a national brand and an international digital marketing powerhouse. She had the experience to do it, having completed successful transformations at Time Warner and the Leukemia & Lymphoma Society. “I saw in City of Hope the perfect environment to make a significant contribution to a ‘patient first’ approach to omnichannel digital marketing, and to help transform how healthcare marketing is done,” says Stockmon.
City of Hope was a prime candidate for transformation, with a 100-plus-year history of excellence in cancer, diabetes, and HIV/AIDS care and research. Located in Duarte with outpatient facilities throughout Southern California, City of Hope is a global biomedical treatment and research institution. It is home to unique on-site facilities for manufacturing therapies, speeding discoveries from lab to patient.
Stockmon had many obstacles to overcome:
- A non-functioning website
- Multiple legacy project intake and management systems within marketing
- Formerly siloed teams asked to work together for the first time
- No centralized digital asset management (DAM)
- Legacy email marketing system without full automation capabilities
- Silos of data, preventing marketing outreach to patients and donors
- Content decentralized across multiple teams with disparate objectives, leading to poor brand continuity
- Social listening/analytics not integrated into content planning
Stockmon had her work cut out for her, but her comprehensive, enterprise-wide strategy is powering significant growth in brand awareness, driving patient acquisition and engagement, and increasing donations.