Revamping Websites: The Art of Persuading Internal Stakeholders
// By Jane Weber Brubaker //
When it comes to web redesign, everyone thinks they’re an expert. Here are some tips from the real experts on how to navigate those internal conversations.
It can feel like a tug of war to be a digital marketer in a health system. Sometimes you win, and sometimes you let others win. And if it feels like you’re making the same argument over and over again, you’re not alone.
“If there’s one thing I’ve learned, if you said something 29 times you’re just getting warmed up,” says Aaron Watkins, senior director of internet strategy at Johns Hopkins Medicine.
War stories abound when the topic is internal discussions about digital transformation — and in a room full of marketers, you can imagine how many heads were nodding when Hopkins and co-presenters Pamela Landis, senior vice president of digital engagement at Hackensack Meridian Health, and Lisa Williams, senior director of growth and loyalty at PeaceHealth, shared their experiences at the Healthcare Marketing & Physician Strategies Summit in May.
In a panel discussion moderated by John Simpson, co-founder and co-CEO of Digital Health Strategies, Hopkins, Landis, and Williams discussed the strategies they’ve developed over time for navigating conversations with internal stakeholders.
It’s a skill that must be developed. “You have to be able to communicate with the doctors and CIOs, and it’s a skill that requires constant attention,” says Williams. “It’s a big part of your job.”
Read on to see how three seasoned digital marketers use their knowledge and gifts of persuasion to steer their organizations in the right direction.
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