Advertising Agency Navigates the Hospital Hierarchy

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Smith & Jones publishes white paper on healthcare marketing politics.

Smith & Jones, a healthcare marketing agency located in Troy, NY, recently released a white paper titled “Navigating The Healthcare Organizational Hierarchy.” This white paper is available for download on their website and discusses why internal stakeholders of a hospital should be engaged in its marketing strategy, and how healthcare marketers can achieve this.

In large, complex institutions such as hospitals and healthcare provider networks, it takes interdepartmental teamwork to achieve organizational goals. Each business unit, whether it’s the clinicians, operations people, housekeeping or administrators, has its own interests, specialties and expectations. Each is measured and judged by different criteria and goals.

“When you throw in the diverse personalities and work styles of each director and department head, getting agreement on a course for the hospital can be like trying to herd cats,” said President and Chief Strategic Officer Mark Shipley. “That’s why getting buy-in and active participation in a marketing strategy takes diplomacy and an understanding of hospital politics.”

Healthcare marketing is a group effort. Motivating and inspiring stakeholders to agree on and participate in the organizational culture helps the hospital or healthcare provider network deliver what the marketing materials promise. Understanding how to navigate the politics of a large, complex institution will help keep everyone on board.

To learn about what part CEOs, physicians, staff, and other departments play in developing a marketing plan and how to get them on board, download “Navigating The Healthcare Organizational Hierarchy.” Access this white paper by visiting and creating a username and password.

About Smith & Jones
Smith & Jones is an advertising and brand strategy agency based in Troy, NY, that specializes in marketing for hospital systems and large physician practices. Learn more at

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