Let’s be real if you think a marketing department is just coloring books and markers, you’re way off. Finding the unicorn leader to build and grow a department? Not so easy. Knowing how to do it, living it, understanding it that’s what sets the best apart from the rest. One of the top requests I’ve received over the years is to evaluate and redefine marketing operations, help with talent acquisition, and develop departments. It’s basically one of my superpowers.
Ever feel like your marketing team is a little…off? Projects are moving along, people are getting things done, but something’s still missing. That “something” is usually leadership. Not someone who just delegates from behind a desk, but someone who’s been in the trenches and knows how to play the game. Setting up a marketing department with a strong leader isn’t a luxury, it’s a necessity.
I’ve lost track of how many times I’ve been called in to build a marketing department from scratch or fix one that’s been limping along. The truth is, finding a great marketing leader is tough. Many companies have a bunch of “doers” people who can check tasks off a list but real strategy? That’s a different league.
Fancy titles. Companies see a big title on a resume and assume they’ve found their superstar. Nope. Titles are often given, not earned. I’ve interviewed people with “impressive” titles who barely understand strategy, let alone the why behind the why. They’re good at doing what they’re told, but leading a team? Not so much. Strategy? Please. Operations? Don’t even get me started. It’s sad but true.
So what makes a great marketing leader?
Real experience. The best leaders don’t just talk strategy, they’ve lived it. They’ve been in the trenches, from managing vendors to running campaigns, and they know the entire patient journey. They don’t guess from behind a desk they’ve seen it all firsthand.
Cultural fit. Can they truly understand and align with the unique culture of your practice? If not, they can’t market it effectively. It’s about more than just good ideas, it’s about aligning with your values, understanding your patients, and knowing what makes your practice tick.
In-the-weeds leadership. A marketing leader who isn’t out there visiting locations, engaging with staff, and seeing the day-to-day operations isn’t really leading. Great leaders get in the weeds when they need to. Once they build a solid team, they can pull back—but until then, it’s all hands on deck.
And it’s not just about the leader, the vendors you choose are just as important. Whether it’s your digital marketing agency, web team, or graphic designers, the people supporting your efforts can make or break your success.
Vendor alignment. Don’t be dazzled by fancy presentations or buzzwords. Ask yourself: do they really understand healthcare? If not, they’re probably not the right fit. Healthcare marketing isn’t like anything else, and your vendors need to get that.
Collaboration over transactions. The best marketing leader makes sure all vendors are aligned, communicating, and working toward the same goal. If the digital team isn’t talking to the media buyer, you’ve got a problem.
Hiring the right marketing leader and building a high-performing vendor team isn’t about picking someone with a shiny title or going with the flashiest pitch. It’s about real, hands-on experience. It’s about understanding patient experience, and making sure leadership, marketing, and operations are rowing in the same direction.
If you’re just hiring executors, you’re missing the bigger picture. Want to stand out? Build a team that understands healthcare marketing, operations, and the nuances of delivering an exceptional patient experience. And if you need help figuring all that out, well, I did say it’s one of my superpowers. Contact me.