Marketing Strategies to Build Customer Trust in the Digital Age
Healthcare in the US is complex and confusing … and more so because of Covid19.
Consumers, or patients, place a high value on their experience when interacting with healthcare professionals and systems. Speed and ease of access, transparency, trustworthiness, and reputation are among desired attributes, but they are not always apparent within the healthcare industry.
Learn how successful healthcare brands have repositioned themselves to become more patient-centric and competitive.
Please join AMA Boston, Houston, New Jersey, New York, and Madison chapters, as Mari Considine, CMO/CDO of Acenda Health, moderates a panel of healthcare industry professionals from a healthcare system (Deven Nongbri), a healthcare agency (Erica Martinez), an academic consultant (James Gardner), and healthcare services (Stephen Cassell).
This webinar is open to all marketers, including those in all aspects of the healthcare system, those who service healthcare clients, and those who are thinking about entering this highly challenging and rewarding sector.
Mari Considine – Moderator
Mari Considine leads all aspects of Acenda Integrated Health’s strategic marketing and communications efforts providing vision and leadership for digital and print communications, key messaging, storytelling, internal communications, and brand experience. She is also responsible for Acenda’s philanthropy strategy and fosters relationships with stakeholders to advance the organization’s mission. Mari is passionate about team collaboration, the creative process, and executing strategy from start to successful finish, which has led to prominent awards for brand marketing and communications.
Mari serves on the George Washington University School of Business Digital Marketing Advisory Board and participates in several CMO roundtables and executive groups including ForbesWomen Forum and the PRSA Health Academy. She is also an active member of the American Marketing Association, Public Relations Society of America, and the Association of National Advertisers. Mari is an adjunct professor at St. Francis College where she teaches graduate-level marketing and management courses and is currently pursuing her Doctorate in Business Administration from Johnson & Wales University.
Deven Nongbri – Panelist
Deven Nongbri serves as the AVP for marketing at HCA Healthcare’s Gulf Coast Division in Houston and helps steward a relatively new healthcare brand across 16 hospitals across the Gulf Coast of Texas. As a learning health system, HCA Healthcare analyzes the data from over 35 million patient encounters a year to ensure our patients are receiving the latest and most impactful care possible. Prior to joining the HCA Healthcare team, Deven led the regional digital practice at Edelman, the largest PR agency in the world, and managed healthcare, energy and retail clients in Houston and across the country.
Before landing in Houston, Deven supported global communications at companies like Johnson & Johnson, Sara Lee and AT&T. As an active participant across social media platforms, Deven was an early advocate of, and helped pioneer digital, mobile and e-commerce solutions with the NBA, Dell, Lipton, M.D. Anderson and Shell among many other organizations.
Deven graduated from Trinity University in San Antonio, TX with a bachelor’s degree, and from Northwestern University with a master’s. He lives in Houston with his wife and two children.
Erica Martinez – Panelist
SVP, Brand Strategist
Erica Martinez is an SVP of Brand Strategy at BGB Group in New York City. She has over 20 years of integrated marketing and advertising experience, nearly half of which has been in the health and wellness space. She has developed multichannel programs targeting a wide range of health care professionals and patients across many different therapeutic areas. Today, she helps healthcare brands position themselves for success, with a focus on understanding the changing dynamic between patients and providers and the ways in which different audiences perceive their relationships with the healthcare system and their access to information. Erica is a born and bred New Yorker, and (still!) lives in the city with her husband and two sons. When she’s not working on strategy, you can find her foraging for mushrooms and vintage posters.
James Gardner – Panelist
James is a sales and marketing professional with 20 years of B2C and B2B experience. While his career’s roots are in consumer packaged goods and strategy consulting, James has held roles with fast-moving tech startups, established Fortune 1000 leaders, and forward-leaning digital marketing agencies.
James is currently a retail health consultant, serving health systems, physician groups, and dental practices. He’s known as an authority on Walmart, Amazon, CVS, Walgreens, and other primary care disruptors.
Before that, James led marketing for ReVital Cancer Rehabilitation, an oncology start-up affiliated with Select Medica, and at MedTouch, a Boston-based digital marketing agency, James led the team’s national client development efforts with hospitals, health systems, and health plans.
James is on faculty with Northeastern University, teaching a weekly graduate-level digital media course, and is a contributing editor for MedTech Boston. James has also been published and quoted in multiple publications, most notably CNBC, MedCity News, CIO.com, and eHealthcare Strategy & Trends and is a veteran speaker at high-profile conferences, including HCIC, HMPS, and HITMC.
Stephen Cassell – Panelist
CMO Board Advisor
Birchtree, LLC &
Former SVP Marketing & Chief Brand Officer
Stephen has spearheaded transformative, global growth for some of the world’s most recognizable brands, including Cigna, J.P. Morgan Chase, American Express, and HSBC. He is known for driving long-term value across the enterprise by seizing market opportunity and enhancing performance and operational excellence. He is tri-lingual and tri-cultural and has built a strong track record across international markets. An industry thought leader, Stephen has received multiple Cannes Lion, Shorty, Webby, Gold Pencil, and Effie awards for growth-oriented business and marketing innovations.
As the former Senior Vice President Marketing, Chief Brand Officer at Fortune 13 Cigna, Stephen helped transform the company into a position of market dominance, driving growth, sustainable customer loyalty, and strong operating performance throughout acquisitions and the creation of a holistic, disruptive business model built for strategic white space.
Stephen earned a BA degree from Bates College in Maine and an MBA degree from Wake Forest University in North Carolina and graduated from the International Business Program at Oxford University. He is based in Connecticut where he lives with his husband and son, is active in multiple community organizations, and is an advocate for LGBTQ youth and a more inclusive workplace.