Scaling Shared Marketing Services

Many healthcare organizations face the challenge of centralizing marketing initiatives across local offices or different departments. In this week’s episode, our CEO Jenny shares a model for successfully implementing shared marketing services that’s especially useful for private equity groups, expanding hospital systems, and nationwide organizations that offer local autonomy. By collaborating with individual teams, rather than forcing mandates, organizations can minimize teams “going rogue” and producing off-brand materials.The Four-Pillar Shared Marketing ModelSelf-Serve Brand Toolkit: Provide an easy-to-use digital asset management (DAM) system or use tools like Canva Enterprise, to allow teams to customize approved templates with relevant information, making it easier for them to stay on-brand than to create their own materials from scratch.Network Effect and Knowledge Sharing: Treat the organization like a marketing laboratory by testing strategies in one market and productizing successful results to roll out to other locations. This ensures offices benefit from collective intelligence rather than just purchasing individual services.Centralized Strategy with Local Execution: Have the headquarters handle time-consuming, expensive tasks like strategy development and creative asset production. This offers a financial incentive for local offices to opt in, while still allowing them to manage their own local media buys.Shared Reporting Dashboard: Develop a performance dashboard that provides leadership with a macro view of the total marketing ecosystem while allowing teams to drill down into their specific micro performance. This provides value for local offices by solving complex infrastructure and analytical challenges.Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.