Healthcare Marketing and the Path to 2020

An Interview with Marketo CMO Sanjay Dholakia

// By Jane Weber Brubaker //

Sanjay Dholakia, Chief Marketing Officer of Marketo

In early April, the Economist Intelligence Unit released results of its latest survey of top marketing executives, The Path to 2020: Marketers Seize the Customer Experience, commissioned by marketing automation company Marketo. The report captures the insights and opinions of global marketing leaders spanning multiple industries (see Sidebar for key findings).

We followed up with Marketo’s Chief Marketing Officer Sanjay Dholakia, and asked him to comment on the survey insights, viewing them through the lens of healthcare marketing. Here’s what he had to say in response to our questions:

eHST: In the healthcare case study included in the Path to 2020 report, two trends are identified:

• Healthcare is moving away from hospitals into the home and daily life. Home monitoring and remote diagnostic technologies are providing medical professionals and caregivers with an ongoing, remote picture of a patient’s condition.

• Healthcare is migrating outside of traditional hospital and clinic settings with a greater focus on personal responsibility for health. In this case, the primary healthcare marketing goal is to help a patient make a lifestyle change. As such, healthcare marketers are taking more holistic approaches for engaging patients across a range of medical, nutritional, physical fitness, and community-oriented contexts.

Both of these trends are clinical in nature. How do you see the role of marketers overlapping with clinicians, or enhancing the ability of clinicians to better facilitate behavior change?

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