Healthcare CEOs Tell Marketers To Be Players, Not Victims

// By Jane Weber Brubaker //

Jerry Hobbs, president of Prairie Dog|TCG

Is there a great divide between healthcare marketers and executive leadership? And if there is, what can each side do to close the gap?

A lively discussion took place at the 2016 SHSMD conference when Jerry Hobbs, president of Prairie Dog|TCG reprised his popular session, “The Naked CEO: Surveys Say CEOs Are Not Impressed with Marketing. Let’s Ask ‘Why?’” to a standing-room-only crowd.

Co-moderator Carol Koenecke-Grant, vice president, strategic services at Valley Health System in Winchester, Virginia, introduced the session. “We have been in your shoes,” she says. “We have seen the good, the bad, and the way ugly.”

Carol Koenecke-Grant, vice president, strategic services at Valley Health System

What do health system CEOs really think of marketing? What do they value? What frustrates them? In the article that follows, three senior executives share their perspectives on marketing:

• Mitch Wasden, chief executive officer, University of Missouri Health Care
• Jeffrey Feit, vice president, population health, Valley Health System, and chief operating officer, Valley Physician Enterprise
• Paul Schofield, chief executive officer, Ogden Clinic

These veteran healthcare leaders respond to a wide range of questions from the audience, including:

• Why is there a divide?
• How do you evaluate what to invest in?
• What would change your perception of the impact of marketing on the organization?
• And more.

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