City of Hope’s Digital-First Transformation

November 2, 2017

// By Robin Snow //

Robin SnowWhen 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.

Lisa Stockmon, City of Hope

Lisa Stockmon, chief marketing and communications officer at City of Hope

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.

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