Vanderbilt University Medical Center Explores the Future of Healthcare Marketing
A little over two years ago, Jill Austin, chief marketing officer at Vanderbilt University Medical Center (VUMC), was given a challenge by her CEO. “Vanderbilt, at the time, had gotten a lot of recognition for being way out in front on social media,” says Chris Bevolo, author of Joe Public Doesn’t Care About Your Hospital, and executive vice president of ReviveHealth.
Bevolo and VUMC’s marketing department teamed up to answer this question: What does the future of healthcare marketing look like? Their collaboration over the past two years was showcased in “Reengineering Marketing for the New Healthcare World,” a presentation delivered at the 2016 SHSMD Connections conference.
We followed up with them to learn more. In our new article, we share:
- The six “axes of change” that frame VUMC’s vision for the future
- Actions it is taking to move toward the vision
- Progress so far