He Built a Marketing Team Inside a Nonprofit That Banned the Word "Marketing" | Christopher Lloyd

VP of Marketing at a nonprofit that didn't believe in marketing — here's what he built.Christopher Lloyd is the Vice President of Marketing and Communications at Aspire Indiana Health, one of Indiana's largest nonprofit health systems serving 40,000+ patients annually across behavioral health, primary care, addiction recovery, housing, and crisis services.But when Christopher joined in 2019, the organization had never marketed itself — and they wouldn't even let him use the word "marketing" in his job title.In this episode of Hart & Hustle, Christopher breaks down what it really takes to build a marketing function from scratch inside a mission-driven organization, how to earn trust with clinician-led leadership, and why every nonprofit needs a marketing voice at the highest level of decision-making.In this episode:Why almost every modern marketing tool was built for wealthy consumers — not the people nonprofits actually serveHow Aspire grew from 10,000 to 40,000 patients served by investing in brand and communicationsThe connected TV experiment that worked — and why Christopher walked away from it anywayWhat Medicaid funding cuts actually mean for safety net health organizationsThe servant leader management model that's reducing turnover in one of healthcare's hardest environmentsWhy marketing communications belongs at your executive leadership table"We serve with compassion. We serve with humility." — Christopher Lloyd🔗 Connect with Aspire Indiana HealthWebsite: aspireindiana.org LinkedIn: linkedin.com/company/aspire-indiana-health Facebook: facebook.com/AspireIndianaHealth Instagram: @aspireindianahealth Services: Behavioral Health · Primary Care · Addiction Recovery · Crisis Services · Housing & Job Assistance · Pharmacy