Making the Shift from Traditional PR to Digital Marketing
Don Stanziano is corporate vice president of marketing and communications at Scripps Health, an integrated healthcare delivery network in San Diego with five acute care hospitals; 30 ambulatory clinics; 14,000 employees; 3,000 physicians; and $2.9 billion in annual revenue.
Stanziano leads branding, public relations, internal communications, and call center marketing, as well as digital-first demand generation marketing for service lines, digital marketing technology platforms, the consumer website, and social media.
Like many health system marketers, Stanziano’s background is in public relations, not digital marketing. So we were intrigued when we heard him make this statement in a recent podcast: “We’re not doing any offline marketing until we’ve got the online marketing piece wired.” How did Stanziano make the shift from a “PR guy” to data-driven marketer?
In our latest interview, Stanziano shares his thoughts on the evolving role of marketing in healthcare organizations, and how he keeps himself and his staff current to meet the ever-changing demands of today’s digital environment.