Marketing’s Role in Driving Meaningful Change

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, Brian Jones is joining us to talk about purpose-driven marketing, the importance of marketing for company growth, and marketing’s role in driving meaningful change. As the Chief Growth Officer for Avesis, a dental and vision supplemental benefits health plan, Brian leads initiatives that help Avesis stand out, aligning marketing strategies with the company's mission to enhance healthcare access and outcomes for Medicaid and Medicare populations. His innovative approach and focus on removing hurdles that block access to health care have marked him as a leading voice in purpose-driven healthcare marketing. We’re discussing one of these initiatives that targeted individuals with special healthcare needs to see how marketing campaigns can have positive impacts on the greater community. Brian shares the reasons his organization chose to prioritize social determinants of health rather than more traditional marketing efforts, and the effects he has seen on communities, including helping expecting moms give their babies a better start at a healthy life. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: 1. Purpose-Driven Marketing: Brian Jones highlights the importance of marketing geared toward social impact, particularly in health care. Emphasizing the role of purpose-driven campaigns in addressing social determinants of health, he underscores how such initiatives not only support business growth but also significantly enhance community well-being. 2. Strategic Integration & Alignment: The challenge of integrating varied elements within an organization is profound. Brian discusses the necessity of aligning marketing strategies with broader organizational goals to ensure coherence and efficiency. This strategic alignment is pivotal for effectively delivering on the company's mission and market expectations. 3. Technological Innovations & Access to Care: Innovation is key in transcending traditional healthcare barriers. Brian elaborates on how Avesis leverages technology, such as the development of an app to improve dental care accessibility for individuals with developmental disabilities, highlighting how tech solutions can drastically improve care delivery and patient outcomes. 4. Leveraging Leadership for Social Good: Leadership isn't just about steering company policies but also about advocating for societal benefits. Brian showcases how leadership commitment can drive significant improvements in healthcare, particularly through initiatives aimed at vulnerable populations, thereby illustrating the profound impact of thoughtful leadership on community health. 5. Measuring Success Beyond Business Metrics: With a keen focus on outcomes rather than output, Brian and Avesis prioritize evidence-based approaches and community feedback to refine their services. This outcomes-focused strategy ensures that their services genuinely address the needs of the communities they serve, underscoring the importance of impact over income in the healthcare industry. [embed]https://youtu.be/hldXAgTcUD4?si=Zs1WMNblXhOszRbS[/embed] About Brian Jones Chief Growth Officer Brian currently serves as the Chief Growth Officer for Avesis, a dental and vision supplemental benefits health plan. As the Chief Growth Officer, Brian is focuses on forging strategic alliances, spearheading market entry strategies, and optimizing business processes for scalability for our members, clients, groups, brokers, and providers across all products and markets. Brian also serves on the Board of Directors for Team Smile; a non-profit organization providing children in need with a life-changing dental experience through the power of sports.