The New Chief Marketing Officer Role: Managing ROI, Technology, and Gaps
Presented: September 29, 2015
To be a Chief Marketing Officer in the healthcare industry, it’s all about responding to change—changing markets, changing expectations, changing technology, changing regulatory environment, changing customers, and changing responsibilities. CMOs are responsible for measuring success in a variety of areas, including ROI growth and brand recognition initiatives, just to start. How do we do this in an industry that is bound by tradition, hierarchy, and academia?
As CMO of Boston Children’s Hospital, Margaret Coughlin has found that excelling in her role requires wearing more than a few hats. Her daily responsibilities often include strategy development, market insights, customer experience improvement, product development, and working closely with her C-suite peers and dozens of constituencies to make key decisions for the organization. Coughlin will share a provocative exploration of evolving and succeeding in a new reality.
Participants of this on-demand webcast will:
- Step back from the day-to-day and assess CMOs’ evolving roles and challenges. We will learn from BCH as a work in progress.
- Find out which metrics Boston Children’s Hospital uses to define a successful marketing strategy.
- Learn Coughlin’s approaches for tackling a variety of challenges that CMOs face in the workplace.
1. The New CMO
a. New species
b. Five dimensions of the role
2. Expectations vs. reality
a. Critical qualities
b. Managing expectations
c. Key gaps
1. Technology gap
2. Consumer engagement gap
3. Domain expertise gap
3. Are we getting it right?
a. Demonstrating ROI
b. Leveraging multichannel
c. Becoming ever more nimble
Webcast system requirements and program materials:
To fully benefit from the webcast experience, please note you will need a computer equipped with the following:
Internet: 56K or faster Internet connection (high-speed recommended)
Streaming: for audio/video streaming, Adobe Flash plug-in or Safari browser on iOS devices
Prior to the webcast, you will receive an e-mail with detailed system requirements, your log-in information, presentation slides, and other materials that you can print and distribute to all attendees at your location.
COULDN'T LISTEN LIVE?
No problem. The on-demand version is now available! Use it as a training tool at your convenience—whenever your new or existing staff need a refresher or need to understand a new concept. Play it once or dozens of times. A $279 value!
Participation in this on-demand webcast is just $279 per site. All materials must be retrieved from the Internet.