Healthcare Advertising Agency Explores the Politics of Marketing

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Smith & Jones Releases Newsletter to Help Navigate the Hospital Hierarchy

Healthcare advertising agency, Smith & Jones, recently released a new issue of Protocol, the newsletter for hospital executives and practice administrators, titled “The Politics of Healthcare Marketing.”

In large, complex institutions such as hospitals and healthcare provider networks, it takes interdepartmental teamwork to achieve organizational goals. This issue of Protocol reviews how marketers can navigate the complexity of healthcare politics to execute an effective marketing strategy.

“When an organization’s first priority is caring for patients, it’s sometimes easy to forget that hospitals and healthcare provider networks are also businesses,” said President and Chief Strategic Officer Mark Shipley. “And like so many others, healthcare providers are challenged to organize, align and build productive, mutually beneficial relationships among their many stakeholders and functional departments.”

The marketing team faces the challenge of working with these hospital stakeholders; relying on support from many functional units to achieve its goals and objectives.

From translating the corporate mission into a defensible market position to communicating the brand to every level of the organization and the public at large, healthcare marketers collaborate with nearly every functional area of the hospital organization.

To learn about what part CEOs, physicians, staff, and other departments play in developing a marketing plan and why, read “The Politics of Healthcare Marketing.” Access this issue and subscribe to Protocol at

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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