Healthcare Strategist Releases Second Book

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“Under the Influence” by Mark Shipley outlines marketing best practices

Marketing strategist, author, speaker, and CEO of Smith & Jones, Mark Shipley recently published his second book titled "Under the Influence: the anthology of healthcare marketing best practices.”

The book is a compilation of insightful essays of the agency’s own research and work, ranging from understanding branding to building a brand culture, storytelling and analyzing campaign results. These topics were chosen as some of the best ways to help healthcare provider marketers create smarter strategies, engaging content and extraordinary results.

“Hospitals and healthcare systems in America are facing increased competition, new healthcare models and changing consumer habits,” says author Mark Shipley. “Now, more than ever, it’s essential for these organizations to find their point of difference if they want consumers to choose them over the competition.

“There are a lot of moving parts to a successful healthcare brand.” Shipley says, “I wrote this book to help organizations put the pieces together, one chapter at a time.”

Some of the topics the book examines include:

  • How to market to different generations of healthcare consumers
  • Understanding the power of branding and steps to establish your brand
  • Building organizational alignment and why company culture is important to patient experience

The healthcare marketing book is available for free download.

About Mark Shipley

Mark Shipley co-founded Smith & Jones in 1985 with his partner Sara Tack. During his 30+ year career in brand development, he has played a leading role in brand building programs for healthcare provider organizations. Under his direction, the firm’s work has won Best of Show in the Healthcare Advertising Awards, as well as recognition by The Aster Awards, the American Marketing Association, One Club, New York Festivals, and The London International Awards.

About Smith & Jones

Smith & Jones is where healthcare brands come to get better. We help our clients create meaningful and desirable healthcare brands, align their internal teams, engage new and existing patients, and drive downstream revenue.

Mark Shipley can be reached for comment at:
(518) 272-2500

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