Fundamentally change your approach to marketing communications.

1. The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2016 Society for Healthcare Strategy & Market Development
Reengineering Marketing for
the Healthcare World
Jill Austin
CMO
Vanderbilt University
Medical Center
jill.austin@Vanderbilt.Edu
Chris Bevolo
EVP
ReviveHealth
cab@thinkrevivehealth.com

2. SHSMD Agenda
Why “reengineering”?1
2
5
4
3
The vision for change
Q & A
Key Learnings
Making it real

3. Why “reengineering”?
Reengineering vs. transformation1
2
5
4
3
Proactive vs. reactive
It sounds like really hard work…
Full-scale recreation
Focus on workflows and processes
Re-engineering is a business management strategy, originally pioneered in the early
1990s, focusing on the analysis and design of workflows and business processes within
an organization. Re-engineering emphasized a holistic focus on business objectives and
how processes related to them, encouraging full-scale recreation of processes rather
than iterative optimization of sub-processes.

4. What is needed to reengineer
your marketing approach?
A vision1
2
3
Restructuring
A roadmap

5. The Vision
Now imagine a world where instead of encountering VUMC based on episodes of need, you as a
consumer have a relationship with our organization based on how you want to lead a healthy
life. That relationship is based on your desired level of interaction, your health needs –
reimbursable or not – and covering whatever is relevant to you. You always have access to
support regarding your whole health – not just physical, but mental, emotional, social, etc. –
because as your partner, we understand and deliver on the idea that whole health is required
to maximize physical health. Depending on your age, health, desires and other attributes, you
may have an everyday relationship with us, or you may rely on us once or twice a year. But you
dictate that relationship, and we are here in all ways you need us – as an advocate, with an
individual you know who can help guide you. As a resource, with tools, content and experiences
to help you with what you need. Those tools, content and experiences are customized to what
you need, and are delivered where you are at – at home, at work, while you’re out. We’re in
your pocket, in your cube, in the mall – we are everywhere you need to be. We are no longer
focused on episodes of interaction, but moments in a relationship, 99.9% of which are not
reimbursable. We are no longer marketing to you, we are engaging with you. And because we
know you, and we have a bigger picture of your situation through data, we can effectively guide
you – with your permission and empowerment – to a healthier life.

6. Restructuring
Research,
Analytics &
Systems
Market
Development
Interactive,
Web &
Design
Content &
Social
CMO
Client/Customer
From siloes

7. Research,
Analytics &
Systems
Market
Development
Interactive,
Web &
Design
Content &
Social
CMO
Client/Customer
Integrator/
Project
Manager
Project Driven Approach
Project
Project
Project
Project
Restructuring
To project teams

8. The Road Map
Marketing/Promotion
Disparate/No systems
Disparate voices
Access limitations
Organizational friction
Local
Engagement
Robust/Integrated systems
One, unified voice
Open access
Organizational support
Regional (7 States)
Current State Future State

9. Key Learnings from VUMC
It feels like it’s been a long time since we started, but on the other hand,
amazed at the level of change in that time.1
2
5
4
3
Momentum is huge factor in success.
Your appetite for boldness needs to be matched at the leadership level.
Challenges will arise – resiliency is critical.
Don’t underestimate the challenges of bringing your team through change.

10. The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2016 Society for Healthcare Strategy & Market Development
Questions?
Chris Bevolo
EVP
ReviveHealth
cab@thinkrevivehealth.com
Learn More