AtlantiCare, southeastern New Jersey’s largest healthcare system and a Malcolm Baldrige National Quality Award winner, has made a complete shift on how it views itself. It no longer defines itself as a health delivery company but as a health solutions company. The marketing department aligns its processes to support this new model by “mapping the brand,” which provides a longitudinal view of the organization at a high level.
This article, co-authored by Gabrielle DeTora of DeTora Consulting and Rene Bunting of AtlantiCare, discusses the 12-step annual strategic planning process AtlantiCare now uses as part of its organizational system redesign. Marketing strategies are now developed and marketing resources allocated to support these broader organizational goals.
It’s vital for chief marketing officers and vice presidents of marketing at hospitals and health systems to have a seat at the strategy table. Marketers understand how critical it is to put the customer at the center of the strategic planning model and are, therefore, instrumental in helping their organizations shift to a dynamic model. Marketers must be on the vanguard of change and lead innovation.