Volunteer Spotlight: Knight Stivender

Knight Stivender

Knight Stivender
CEO, Girls To The Moon
Director of Client Success, Alcott Marketing Science
Volunteer, NAMA Marketing Technology SIG Committee

What prompted you to join NAMA?
I joined NAMA six years ago when I was transitioning from a career in Journalism to a career in Marketing and Advertising. I found it to be a nice blend of learning and networking.

You currently serve (or have served) on NAMA’s Board. Why did you decide to volunteer?
I’ve served in a variety of board roles, including Communications Chair, Programming Chair, and Marketing Technology SIG Chair. I initially volunteered for the same reason I think a lot of people do – because a friend roped me into it! But I stuck around because NAMA has been tremendously valuable in my own career, and I feel I owe it to the organization to give back as much as I can.

What has been (or was) your proudest moment in this role?
When I was Programming Chair, my team and I brought in one of NAMA’s most diverse and inclusive lineups of luncheon speakers. I’m proud of that, though I think we can always do better and should be constantly thinking of ways we can be more reflective of our growing and changing community.

How has NAMA impacted you professionally?
I’ve met people who have become clients, sponsors, mentors, employees, and friends. I could literally put a dollar value on parts of it, but that would be giving away trade secrets. 🙂 And besides that, the most important parts transcend monetization.

What differentiates NAMA from other groups?
The diversity of industries and professional experiences of the members, speakers and event attendees sets NAMA apart from other professional organizations of which I’ve been a part. I hear a lot of people say this, and I’ve found it to be the case myself.

Can you share a memorable experience from your career thus far?
My team and I were finalists for a Pulitzer Prize for our breaking news coverage of the Nashville floods in 2010. We knew almost immediately that Saturday the rains started that we were in for a historic weather event, and my own neighborhood was one where people were evacuated in boats. It was incredible.

Why would you encourage others to join and volunteer with NAMA?
You’ll learn a lot – from both a professional standpoint as well as a “who’s who” of the Nashville marketing, advertising and agency scene.

Nashville’s Super Bowl Moment

By Samuel Cowden, Guest Blogger | 2.26.17

The Super Bowl is still quite visible in our rearview mirror, and we have been exposed to the year’s most exquisite examples of advertising.

The big game was an opportunity for brands to impress, to excite, and to entice. With advertising spots, even the shortest, running bills of over a million dollars, brands carefully considered their advertising — making sure to make the most of an opportunity, and audience, that only comes once a year.

Here’s the thing, Nashville is having it’s Super Bowl moment. The nation is watching us, waiting to see what we have to offer.

Unfortunately — in the business world — we don’t have much to show them because our approach to advertising is about as refined as a used car salesman’s.

In 2012, my business partner and I moved to Nashville from a small town 20 minutes outside of Dayton, Ohio to start a commercial animation studio. Nashville seemed like the perfect place to begin — fertile ground, as they say — due to its burgeoning economic landscape.

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Only a few years after the economic crisis of 2008, Nashville was growing faster than almost any city in the country and we were looking to capitalize — and we did. Nearly five years later, we’re still here — and doing pretty well.

There’s just one catch, less than ten percent of our business will originate in Nashville this year.

In the beginning, we played the game. We paid ourselves next to nothing, taking every job that came our way — no matter the budget — just to get our foothold. Our studio began to grow. We hired new employees and started making livable salaries. We were given the opportunity to work with some of the biggest advertising agencies in the world as well as directly with businesses like Bad Robot, Amazon, and CBS.

However, Nashville advertisers quickly began to balk at our budgets. When working in Nashville we were constantly face-to-face with a question — make great work or make a living? We were at war with a culture of low expectations.

Of all the obstacles to overcome, low expectations may be the hardest. Once somebody tells you that what you’re doing is good enough, it becomes indescribably harder to be convinced otherwise.

Well, here’s your wake-up call. Here’s somebody telling you that the rest of the country is passing you by while you’re busy pinching pennies.

On the other hand, maybe Nashville isn’t ready for its Super Bowl moment. Maybe we should tell the world to avert their eyes for a few years while we figure out this whole advertising thing. Maybe we just need a little time.

As I write this, I’m sitting in seat 15F on a plane bound for Los Angeles, followed by stops in Seattle and San Francisco — places that, when given their moment, didn’t fumble the ball.

 

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Samuel Cowden is the founder and Executive Producer of IV, an award-winning animation studio focused on creating beautiful videos about the human narrative for design-conscious brands including IDEO, Edelman, CBS, Amazon, and Google.

Volunteer Spotlight: Austin Harrison

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Austin Harrison
Relationship Director, Identity Visuals
NAMA Board Member, Sponsorship Chair

What prompted you to join NAMA?
I started coming to NAMA events shortly after moving to Nashville. My boss recommended it as a great place to learn about the Nashville marketing community.

You currently serve (or have served) on NAMA’s Board. Why did you decide to volunteer?
About four years ago – when I first started at my role for Identity Visuals – I literally had no idea what I was doing and knew no one. So many people helped me that first year, taking me to coffee, giving me advice, connecting me with people, and inviting me to events like NAMA. Joining the board and endeavoring to do the same things for other new Nashvillians is one of the ways I’ve tried to pay it forward.

What has been (or was) your proudest moment in this role?
Helping to start the NAMA Podcast and negotiating that sponsorship was definitely one of the highlights. Clark and Chuck at Relationary have been amazing to work with, and it was a blast helping to kick that off.

How has NAMA impacted you professionally?
I’ve learned from the brightest Nashville (and sometimes other cities) has to offer, I’ve made lifetime friends, I’ve been able to help new people to town, and I’ve made great relationships that have resulted in working together. NAMA also was a huge part of making my first conference, the Mental Health Marketing Conference, successful last May.

What differentiates NAMA from other groups?
The quality of events, the welcoming nature, and the people.

Can you share a memorable experience from your career thus far?
Seeing our small studio grow over the last four years to work with clients like CBS, Reddit, and Amazon. That and the time I got to tour the NASA Goddard Space station with the NASA animation team and see the James Webb Space Telescope in person – that was pretty cool.

Why would you encourage others to join and volunteer with NAMA?
You will not find a better opportunity in the marketing community to learn, build relationships, and give back than NAMA.

[PODCAST] Busting the myths of brand storytelling with Lindsay Jamieson

By Chuck Bryant | 2.26.17

In today’s advertising environment, selling a product based on emotion is just as important – if not more – than selling based on reason.

“It’s very much about emotional positioning or creating emotion in the narrative. Some people are good at that. Some people don’t dare do it,” said Lindsay Jamieson, founder of brand-strategy company Jamieson Brand.

To Jamieson, however, it seems as though advertisers have taken that narrative strategy a little too far – an idea that he will bring to the table on as the speaker at NAMA Power Lunch on Thursday, March 2, at City Winery.

“I think for the last 10 years, people have been sort of rambling along about, ‘That’s how you do marketing—you tell a story.’  And a lot of marketing companies and advertising agencies make big claims about being storytellers, and ‘We’ll tell your brand’s story,’ and that sort of stuff,” Jamieson said. “But some people are looking at that the wrong way ‘round.”

At the intersection of marketing, branding, and business, different means often come to the forefront of industry attention as the new best solution, Jamieson said.

And while using brand storytelling as a method of advertising is effective in building a two-way relationship with customers, advertisers often forget that what the product has to offer is just as important.

“There’s the product story – which is the buy, which is all of these features, and what color it is, and how much it is, and everything literally tangible around the product offering,” Jamieson continued. Then there’s the brand story, and that’s where you begin to explore higher level concepts, abstract values, beliefs, intangible elements that build personality into the bigger offering

One brand that does this particularly well, Jamieson said, is Louis Vuitton, which manages to seduce potential customers with a big picture that’s full of emotion.

“They take you into another world that you can relate to and desire to be in,” he said.

Jamieson explained how successful ad campaigns can help sell not only the product, but the brand itself; a brand cannot really be owned, but only influenced in how it is perceived. This means that it’s often difficult for people on the inside to gauge a brand’s effectiveness.

“The reason I have a job is because marketing yourself is really, really hard,” Jamieson said.

In order to combat this, advertisers must stay open-minded, listening to the perspectives of those who know the industry, and gathering an arsenal of knowledge by observing how other brands solve or don’t solve problems.

That also includes getting distance from the industry sometimes. Jamieson said he frequently DVRs television to skip the ads, closes his computer for the weekend, and takes walks in nature every single day to avoid overstimulation.

“The last 10 years have been exponential in the growth of noise,” he said.

All of it chalks up to members deliberately disrupting themselves from an industry that is overflowing with new content, even if it’s no7t always good content, Jamieson added.

“I’m not looking for failure, I’m just seeing it. And then I’m getting excited when I see good creativity,” he said.

Jamieson will be the keynote speaker at NAMA Power Lunch’s Debunking the Myths about Brand Storytelling on March 2. Register now.

 

Editor’s Note: The NAMA Power Lunch podcast is a production of Relationary Marketing in partnership with the Nashville American Marketing Association. This episode was produced by Chuck Bryant and host Clark Buckner, edited and mixed by Jess Grommet, with music by Zachary D. Noblitt.

Why going ‘Glocal’ with your Social Media Marketing is an undeniable necessity

By Jordan Watkins, NAMA Blogger | 2.22.17

Platforms like Facebook, Instagram, Twitter, and even Snapchat are no longer simply means of staying in touch with friends. A carefully-tailored online presence across various social media platforms is now essential to any successful marketing campaign or branding strategy.

Establishing a social media presence gives your brand a humanly-relatable personality to which users feel they can connect with in the same ways as they do their closest friends. In his article, “The Top 10 Benefits of Social Media Marketing,” Jayson Demers discusses the specifics of how social media marketing leads to increased brand recognition, increased inbound traffic, improved brand loyalty, and better search engine rankings.

In his words, “social media is a place where brands can act like people do…people like doing business with other people; not with companies.”

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Last fall, Pew Research Center published its Social Media Update 2016, in which the group states that 86 percent of Americans are Internet users. According to the update, that means 8-in-10 Americans – or 68 percent of all adults in the U.S. – are Facebook users.

Without even taking into consideration global statistics, it’s clear that social media marketing is an undeniable necessity. However, the geographical impact of it is by no means limited to the United States or to any locally-based audience for that matter.

Social media provides marketers with an outlet through which to directly communicate with audiences located in various geographical locations.

These user-based platforms are designed to operate beneath the surface of cultural and societal differences. However, such platforms alone are not enough for a brand’s social media presence to effectively resonate with culturally diverse audiences.

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Despite the growing popularity of a mindset focused on a homogenous global identity, society, and culture, societies of the world still function as separately-governed entities that each have uniquely different cultures. This diversity presents a number of challenges that are most effectively addressed by adapting what is popularly known as the “glocal” approach.

The term itself is derived from the concept of “glocalization.”

In his work The Lexus and the Olive Tree, Thomas Friedman defines glocalization as, “the ability of a culture, when it encounters other strong cultures, to absorb influences that naturally fit into and can enrich that culture, to resist those things that are truly alien and compartmentalize those things that, while different, can nevertheless be enjoyed and celebrated as different.”

For this reason, the glocal approach is derived from this same concept.

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In “Achieving ‘Glocal’ Success,” authors Michael Czinkota and Ilkka Ronkainen describe it as an approach that “provides clear global strategic direction along with the flexibility to adapt to local opportunities and requirements.”

In short, a glocal social media marketing strategy establishes a global social media presence while focusing a brand’s marketing efforts on resonating with locally diverse audiences.

Facebook’s Global Pages is an ideal platform through which to execute glocalized social media marketing. While not appropriate for every brand, it is ideal for those with an already established global footprint.

Through one URL, Global Pages allows a brand to maintain a singular global presence that is applicable to all culturally diverse audiences. Based on a user’s geographical location and set language preferences, they are automatically directed to one of the brands pages. There, the user can view, share, and interact with content specifically generated to correspond with the locally present cultural and societal differences.

This platform is just one example of the many effective methods of implementing a glocal social media marketing strategy. Once a brand has adapted a glocally-organized social media marketing approach, it has the ability to effectively market to any number of audiences globally.

Whether locally-focused or globally established, implementing a social media marketing strategy is undeniably beneficial to any brand’s marketing success.

If you haven’t yet, take a leaf from the books of today’s youngest generations to whom social media is seemingly necessary for survival. What are you waiting for? Your brand has a unique personality and social media is waiting to help you tell the world its story.

Volunteer Spotlight: Tim Earnhart

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Tim Earnhart
Founder/CEO of Werkshop Branding
NAMA Board Member, Chair of Entertainment & Sports Marketing SIG

What prompted you to join NAMA?
I re-joined NAMA in 2014 as a board member. However, our company had been a member since 2008. NAMA is a great place to find industry thought leadership, networking opportunities, potential business, and amazing friendships.

You currently serve on NAMA’s Board. Why did you decide to volunteer?
I enjoy giving of my time to valuable organizations that I personally will benefit from. NAMA provides multiple volunteer opportunities in various areas. It was easy for me to find a spot where I thought I could be of benefit to the organization. 

What has been (or was) your proudest moment in this role?
Upon joining the board in 2014, I initially served on the volunteer committee as co-chair and then chair. During this time I talked and met with countless professionals who wanted to get involved with NAMA and volunteer just like me. It was very fulfilling for me to meet these people and learn more about their passions and what drove them to want to get involved with NAMA.

Within the last few months, NAMA has launched the Entertainment & Sports Marketing SIG – their newest special interest group – and I have agreed to chair that SIG. It only makes sense for NAMA to have such a group given the impact both entertainment and sports have on Nashville.

How has NAMA impacted you professionally?
The past three years have been extremely positive for me. I have learned so much interacting with fellow board members, members, and speakers/panelists. You get out of anything what you put in it. I live in Kentucky, so I’ve made it a commitment and priority to attend as many of the NAMA events as possible.

What differentiates NAMA from other groups?
NAMA is diverse. It’s that simple. Meaning, those who are involved with NAMA come from various professional disciplines like marketing, branding, advertising, communications, PR, social & digital media, C-suite, management, and even business ownership.

You will find a great mix of agency and corporate. I love this about NAMA. The diversity of our membership is great. This is what I think sets us apart from other groups.

Can you share a memorable experience from your career thus far?
I’m what they call a serial entrepreneur, so I have had many memorable experiences. I’ve been a co-founder or partner of seven start-ups/companies over the last 16 years. I enjoy the excitement and challenges behind launching a new brand or growing an existing business.

I was honored in 2004 as the Small Business Person of the Year by the Bowling Green, KY Chamber of Commerce. My most proud moment was in 2012 when I was honored by Junior Achievement USA with the national Impact Award for my service to that non-profit organization. I’ve served on a local JA board for 20 years. 

Why would you encourage others to join and volunteer with NAMA?
Our time as professionals is precious. However, if you make a commitment to NAMA and all that it has to offer, it will be time well spent. You get out of it what you put in it. There’s plenty of other organizations and events in Nashville that can consume your time. However, if you are at all in the global world of marketing, you need to be a part of NAMA.

Introducing NAMA’s new Entertainment & Sports Marketing Special Interest Group!

By Stephanie Protz, Guest Blogger | 1.24.17

NAMA’s newest Entertainment & Sports Marketing Special Interest Group (SIG) was created to promote and support the marketing profession within the entertainment and sports industry in the Nashville area.

It is our goal to present programs that facilitate the highest level of marketing excellence to serve Nashville’s entertainment and sports marketing professionals.

The SIG’s in-depth learning events will allow marketing professionals to connect with others in their industry, while hearing best practices from industry leaders. Top-notch luncheon programs, workshops, and social events are being planned for 2017.

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We will bring in distinguished sports and entertainment insiders to learn how Music City’s chart-topping productions are created.

Participation in this group is open to both members and non-members of NAMA; however, membership in the Nashville Chapter of the American Marketing Association is highly encouraged.

Join us at our first event!

Our first networking event will be held on Tuesday, Jan. 31st, from 5-7 pm at Double Dogs – Sylvan Park (just 5 days before Super Bowl 51) to kick off the NAMA’s new Entertainment & Sports Marketing SIG!

Register for the event here.

Wear your favorite NFL jersey or team’s colors and join us for a fun night of networking with other Nashville marketing professionals as we all gear up for the big game. Registration includes appetizer buffet and one drink ticket.

Stick around after the event to watch the Predators game on the big screens. Puck drops at 6 p.m.

SIG Leadership Team is comprised of the following volunteers:
SIG Chair: Tim Earnhart; tim@werkshopbranding.com
SIG Co-Chair: Emily Fay; emily.a.fay@gmail.com
Program Development: Wayne Leeloy, Chair; wayne.leeloy@g7marketing.com
Venue Development: Sharon Kendrew, Chair; skendrew@championlogistics.com
Sponsorship: Monchiere’ Holmes-Jones, Chair; mhjones@mojomktg.com
Communications: Stephanie Protz, Chair; stephprotz@yahoo.com

Mayor Megan Barry’s Marketing Plan for 2017

By Chelsea Kallman, NAMA Blogger | 1.23.17

With a fresh year in front of us we decided it was time to get a unique marketing perspective – from the public sector.

I spoke with Sean Braisted, Press Secretary for Mayor Megan Barry, to find out how our mayor plans to market Nashville in 2017.

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A common tagline for our great city is “Nashville – A great place to live, work, and play.” Mayor Megan Barry plans to continue marketing our city as such, which is great because there has been plenty of news that confirms its truth.

Travel and Leisure named Nashville one of the friendliest cities in America. Braisted says this is due to local residents and workers who ensure all visitors leave with a great impression.

Another accolade: Forbes named Nashville the fourth best city for tech jobs.

“We have been very successful in bringing tech companies from the Bay Area to Nashville, while also growing our homegrown tech community through organizations like the Entrepreneur Center and Nashville Technology Council,” Braisted said.

The Mayor plans to play up what is already great about Nashville. This means embracing Nashville as Music City, including the television show ‘Nashville.’ He says the show highlights our culture and many entertainment venues in our city.

It is one of the best investments we can make from a marketing standpoint in helping to ensure the show will remain on the air in this coming year and have the number of episodes necessary to be syndicated,” Braisted explained.

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Because Nashville is comprised of many different types of people, it would be difficult to look past all the artists in our population.

“Nashville’s creative community enriches the quality of life for all of our residents and sets our city apart from others,” he continued.

A tangible investment in this branding has been The Ryman Lofts, an MDHA project providing affordable housing options for artists.

“Additionally, we are looking at ways to expand the availability of maker space in Nashville so that creative and talented people have a physical place to turn their ideas and dreams into reality,” Braisted said.

Mayor Megan Barry also wants to embrace diversity, inclusion, and equity. She doesn’t want to shy away from shining light on difficult, yet important topics.

“As the Mayor often says, it doesn’t matter where you come from, how you got here, or whom you love – Nashville should remain a warm and welcoming place to call home,” Braisted said.

He also reminds us of last summer when, following the nationwide officer-involved shootings, Mayor Barry held a Race, Equity, and Leadership summit bringing nearly 1,000 community members and Metro officials together to discuss areas where they could improve the community.

The Mayor also hosted a youth violence summit, bringing together more than 400 students from Nashville’s public high schools to discuss key issues and ways to proactively address them.

Stemming from this summit came Opportunity NOW, an initiative aimed at connecting youths age 14-24 with meaningful paid internships or jobs over the summer break. This is a private-public partnership, and the goal is to employ 10,000 youth in 2017. Businesses and nonprofits around the city are being asked to step up to be a part of Opportunity NOW. One of the first companies to sign on was HCA, which donated $250,000 to fund 100 internships.

Another driving force in Mayor Megan Barry’s plan to continue Nashville’s growth is nMotion, a $6 billion, 25-year strategic plan for mass transit. She is developing nMotion so Nashville can join other major cities that have a “robust transit system.” This project is currently working to establish long term funding streams.

At a time when Nashville is quickly growing in both popularity and population, we are all fortunate to have such a goal-oriented leadership team in our local government.

What are your growth plans for yourself, your company, and Nashville in 2017?

Volunteer Spotlight: Karen Stone

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Karen Stone
Director of Marketing, Amplion
Programming volunteer (2003-2004)
Programming Chair (2004-2005)
President Elect (2005-2006)
President (2006-2007)
Past President – CEA Award (2007-2008)
AMA Professional Chapters Council (2008-2014)
AMA Professional Chapters Council President (2011-2014)
AMA National Audit and Finance Committee (2014-2016)

What prompted you to join NAMA?
I joined NAMA to quickly increase my marketing knowledge. When I joined the organization in 2003, I was transitioning from my career in broadcast news and needed a way to rapidly ramp up my understanding of marketing principles and best practices. NAMA became my go to resource and still is today. The programming is consistently outstanding and my professional network is my lifeline.

You have served on NAMA’s Board in the past. Why did you decide to volunteer?
At my very first meeting, I made a programming suggestion to the current president. I don’t recall exactly what it was, but it must have been somewhat intriguing, because he asked to continue the conversation over coffee. Before I knew it, I was tapped to become programming chair and was hooked.

I learned that being a volunteer provided a valuable test environment for my budding marketing career. Every volunteer experience was a chance to learn something new and collaborate with incredible marketing minds from a variety of industries. Many of the people I met through those experiences became mentors who helped shape my career and are now some of my most cherished friends.

Having volunteered with NAMA and with the AMA at the national level for more than 13 years, I can tell you that I have received far more than I have given.

What has been the proudest moment as a volunteer?
My proudest moment by far was in 2008 when NAMA entered the national AMA Chapter of Excellence Awards for the first time ever and won first runner up.

It was my year as president of NAMA and the culmination of several years of work alongside a dynamic group of volunteers. Accepting that coveted award on behalf of the many hardworking volunteers who believed in the vision and mission and poured their heart and soul into the chapter to receive that validation and recognition was thrilling.

Since then, NAMA has grown to be such a respected force locally and nationally. I am very proud of the legacy of leadership in this organization and the committed volunteers that kick it up a notch year after year.

How has NAMA impacted you professionally?
NAMA is most definitely one of the best decisions of my professional career. I can honestly say I wouldn’t be where I am today without having joined this organization and invested my time as a volunteer.

The knowledge I gained and the friendships that formed laid a strong foundation for me to grow personally and professionally. From landing jobs and informing my marketing strategy to growing my leadership skills, there is no doubt NAMA has played a pivotal role in my career and continues to do so even today.

What differentiates NAMA from other groups?
The people and strong programming are two of the biggest differences in my mind. I visited several other organizations in town before deciding to join NAMA. There were none where I felt the warmth and immediate sense of belonging I felt here.

When I attend events or even just attend a mixer, I always take home some new piece of info I can use. I would say that’s a pretty strong ROI!

Can you share a memorable experience from your career thus far?
I’ve had so many wonderful experiences in my career, it’s difficult to choose just one, but if I have to narrow it down, I would say my current role has probably been the most fulfilling. Being a healthcare marketer, I get to go to work every day in a mission-driven technology company focused on improving the consistency and quality of patient care in hospitals.

The work we are doing at Amplion is transformational and disruptive. Developing the inbound marketing strategy and a thought leadership platform that is attracting attention from many of the top hospitals and hospital systems in the country gets me very excited.

Why would you encourage others to join and volunteer with NAMA?
I’ve already mentioned this a number of times, but I would say as a marketer, there is no greater way to build your knowledge and network than being a part of NAMA.

Volunteering, in particular, can enrich your membership experience and your career in valuable ways that cannot be replicated any other way. Of course, like anything, it’s only as good as the quality of your investment. I’ve found the more you give, the more you gain. After 13 years of AMA membership and volunteer experience, I think I’m a pretty good case study for the benefits of volunteer service.

The changing attitudes of consumerism in healthcare with Mark Lee Taylor

By Chuck Bryant, Relationary Marketing | 1.4.17

Healthcare in Nashville is a billion-dollar industry, but not all of what drives consumers’ medical decisions is based on what happens on the operating table or in the physician’s office.

With more than 20 years under his belt, Mark Lee Taylor knows a thing or two about how to inform and advertise to those looking for care for themselves or their loved ones.

Taylor is the Director of Communications for the Clinical Services Group at HCA, where he develops new and innovating ways to connect with consumers in the healthcare sector. He will be moderating a panel on how to navigate the shift toward consumerism in healthcare marketing at NAMA’s Power Lunch on Thursday, Jan. 12, at City Winery.

According to Taylor, many people see healthcare as a consumerist service or product until they or a loved one need healthcare, at which point it becomes a vital need. This urgency sets healthcare apart from most other industries in which major decisions can be postponed or researched over time.

That’s where healthcare marketing comes in – providing information as immediately and seamlessly as possible, while also minimizing negative experiences and impact, Taylor explained.

“People have to look at a lot of information fast and have to find a lot of answers fast. The marketer that can provide the easiest pathway to give them information and solve their problem really has the upper hand,” Taylor said.

Having worked as a healthcare marketing pioneer in the ‘90s with St. Thomas Heart Institute, Taylor has noticed a significant shift in both the focus of the industry and its consumers in just a couple of decades.

“A lot of the advertising campaigns for hospitals were centered around caring and how much the hospitals provided care, what great care they provided. It focused on advertising and community outreach more than any other marketing technique. Things have certainly changed since then,” Taylor said.

Today, he said, there is an inherent expectation that there is caring in the service industry, so people are more interested in good outcomes and cost transparency. Taylor believes that easy access to healthcare information – both true and false – has contributed to this shift.

“There’s so much more information available than there was previously. Before that, you had to rely on a physician or someone else or word of mouth to find out what you wanted. Back when we were doing advertising for healthcare systems, we were just trying to get people to indicate that they wanted to make a choice about where they went,” Taylor said.

Today’s healthcare consumers not only have more of a choice in where they seek care, but they are also “savvier” consumers with a higher service expectation, Taylor continued. Whereas patients might previously have been willing to wait two hours at a physician’s office, consumers today place emphasis on access and convenience in each step of their healthcare process

“There’s a lot of internal resistance in healthcare to refer to patients as consumers, and I think that point has finally hit the tipping point where people understand ‘Oh, they’re patients and consumers. Consumers have choices and are not going to blindly go where they’re sent.’”

Looking toward the future of healthcare marketing, Taylor said that big focuses will be on implementation of service standards in the physician’s offices and quick, convenient means of response between health care services and consumers.

“There’s two ways of looking at anything, and life’s all about how you look at it. In this case, it’s a really exciting time to be in healthcare. We’re going to need creative, innovative ideas more than ever. And who is it that comes up with those things in America? It’s marketers,” he said.

Connect with Taylor on LinkedIn.

On Jan. 12, Taylor will moderate How Consumerism is Affecting Healthcare Marketing alongside SmileDirectClub’s Hal Hassall, Nicole Provonchee of MissionPoint Health, and Celina Burns, consultant to Healthcare Blue Book at the NAMA Power Lunch at City Winery. Register now.  

Editor’s Note: The NAMA Power Lunch podcast is a production of Relationary Marketing in partnership with the Nashville American Marketing Association. This episode was produced by Chuck Bryant and host Clark Buckner, edited and mixed by Jess Grommet, with music by Zachary D. Noblitt.


chuck-bryant
Chuck Bryant is co-founder and CEO of Relationary Marketing, a podcast production agency that creates broadcast-quality interviews for rich content marketing, event promotion, relationship nurturing and thought leadership.