The Chief Marketing Officers’ Innovator’s Studio convenes this week (November 9 & 10) in Chicago. This session’s deep dive topic – The New Brand Mastery – is significant and timely given the changing nature of the health industry. Increasing consolidation among providers, physician alignment and integration activities, emerging retail models, growing consumer expectations, new media channels, the new economics of health care reform – all play part in the complex dynamics shaping competition. And all have implications for health system brand strategies. On the agenda:
- A brand excursion to Whole Foods Market in Lincoln Park, led by Maggie Bahler, Regional Marketing Director and Executive Marketing Coordinator for Whole Foods. There we’ll learn how the retailer achieves company-wide alignment to its brand strategy while emphasizing local market connections (sound like a familiar challenge?).
- Jen Wagner-Mauk, Executive Director of Brand and Marketing for Affinity Health (Menasha, WI) and Megan Manahan, Vice President for Marketing and Communications with Mercy Health Partners (Toledo, OH) will share their journeys in repositioning their health system brands, including methods for creating brand alignment and commitment across their organizations.
- Mike Eaton, vice president of the brand and marketing consultancy for Navvis & Company (St. Louis, MO), and Rob Klein, president of Klein & Partners (Hinsdale, IL), will facilitate a Brand Mastery Workshop, where they will frame out an approach to creating a comprehensive, robust brand leadership method – and put everyone to work brainstorming, prioritizing and designing innovative approaches to meet the brand challenges of the changing competitive landscape in healthcare.
- Rob Klein will also share research results from a recent Omnibus survey. This consumer ‘kitchen sink’ study focused primarily on healthcare reform with selected other topics of interest.
You can follow session highlights on Twitter at #iscmo.