Under the Influence

Hospitals and healthcare systems in America are facing increased competition, new healthcare models and changing consumer habits. It is essential for organizations to find their point of difference if they want consumers to choose them over the competition. This book is full of insights gained over 30 years in healthcare marketing.

Hospitals and healthcare systems in America are facing increased competition, new healthcare models and changing consumer habits. It is essential for organizations to find their point of difference if they want consumers to choose them over the competition. This book is full of insights gained over 30 years in healthcare marketing. Some of the topics the book examines include: • How to market to different generations of healthcare consumers  • Understanding the power of branding • Steps to establish your brand • Navigating the healthcare organizational hierarchy and earning support from hospital leaders • Building organizational alignment and why company culture is important to patient experience • How to prioritize and plan your budget • Steps to create strong brand integration across all your channels • How hospitals can use storytelling to humanize a brand • The benefits of analyzing healthcare marketing results with analytics

Mark is on a mission to help improve the American healthcare system. During his 25+ year career in brand development, he has played a leading role in discovering and implementing brand building programs for hospital systems and large physician practices. He co-founded Smith & Jones in 1985 with his partner Sara L. Tack. Under his direction, this firm's work has won Best of Show in the Healthcare Advertising Awards, as well as being recognized by The Aster Awards, the American Marketing Association, One Club, New York Festivals, The London International Awards. Mark has served on the Board of Directors for the Albany chapter of Entrepreneur's Organization, Troy 20:20 and YMCA Camp Chingachgook. He is past-president of the American Marketing Association of New York's Capital Region, and a board alumni for The Eddy (the long-term division of Saint Peter's Health Partnership), The Arts Center of the Capital Region, Beginnings Day Care Centers and The Hunger Action Network. He is a frequent guest lecturer on brand building at colleges, universities and business organization events. Mark studied psychology, sociology and communications at UC/Boulder, advertising at FIT and advertising copywriting at the School of Visual Arts. In his free time, Mark is an avid traveler, skier, hiker and kayaker. markshipley@smithandjones.com LinkedIn: markdshipley Twitter: @markdshipley Web: www.smithandjones.com