9:00 a.m. - 10:00 a.m.
All CMO Panel
The Evolving Role of the Chief Marketing Officer: What’s Now, What’s New and What’s Next?
The healthcare industry is now looking at marketing as a strategic capability to drive top-line growth, brand loyalty, and better health outcomes. Chief marketing officers are essential for meeting tomorrow’s customer and marketing challenges. As healthcare organizations confront changing consumer behavior, increased competition, and more diverse target markets and segments, they must broaden the roles of marketing and the CMO. Today, many chief marketers must address leading company-wide change in response to evolving buying patterns, stepping up efforts to shape a company’s public profile, managing complexity, and building new marketing capabilities throughout the company. The marketing professional who was once minimized as “that person who does PR” has emerged as the architect of differentiated experiences and strengthened relationships. CMOs must uncover data driven insights to accelerate change and growth and articulate brand in a multichannel world. Join us as three CMOs discuss the shifting roles, responsibilities and relationships of healthcare CMOs. Among the issues we’ll cover:
The changing role of the CMO
CEO and board expectations from CMOs: skill, knowledge and leadership style
How CMOs can support the organization’s clinical, operational and financial performance while maintaining customer satisfaction
Extent of the CMO perception as an agent of change and innovation
Developing the next--generation marketing team—from data scientists to marketing techs
Demonstrating the value of marketing, and helping other leaders succeed
Chief Strategy Officer
SPM Marketing & Communications
Chief Consumer Officer
Chief Marketing and Communications Officer
Chief Marketing Officer