Renegade Thinkers Unite: Marketing Tips From Cmos And Expert Marketers

It’s not easy to get a breakthrough marketing strategy off the ground; it’s even more difficult to kick start a new idea in a highly regulated industry. This roadblock didn’t stop Manny Rodriguez, CMO of UCHealth, from developing an eye-opening campaign. Through patient-centric storytelling, he managed to help the university hospital network invigorate its message. This tender approach isn’t just business for Rodriguez. He is a leukemia survivor who underwent many of the types of treatments his team now promotes. Rodruguez’s healthcare marketing philosophy goes against the grain. Hospitals and clinics often showcase their technologies and services in advertisements, much to Rodriguez’s chagrin. “I just believe healthcare marketers in general have lost sight of what matters,” he says. “We’ve gotten away from the fact that what we do is about the patient.” Instead of explaining how great UCHealth’s treatments are, Rodriguez set out to reach patients on a more personal level. Rodriguez wanted his UCHealth’s adve