Potential marketing disconnect topic of interview with Chris Bevolo

When the HealthLeaders Media Industry Survey 2010 was released, the results illustrated a number of potential conflicts between healthcare organization leaders and marketing leaders on how marketing is valued. That disconnect was the primary focus of an interview with Interval President Chris Bevolo in a story titled “Marketing: Potential and Pitfalls Ahead,” featured in the February 2010 issue of HealthLeaders magazine.

For example, according to the survey, 53% of marketing leaders surveyed said they are “highly valued” by the CEO, and 42% said they are a “key leader who contributes to overall organizational strategy.” Yet only 24% of CEOs surveyed said their chief marketing officer is represented on the senior executive team that works together on strategic planning. Also, only 11.5% of CEO’s said marketing at their organization was “very strong,” while 30% of marketers rated the quality of their marketing “very strong.”

Said Bevolo: “That tells me that there are a number of healthcare marketers who are either in denial about their role and/or perceived value in the organization, or who are somehow misreading the signals from leadership. Marketers may want to take a more critical look at if they’re really supported the way they think they are.”

Other input from Bevolo focused on how this potential disconnect could impact input from CEO’s that they will turn more to marketing in the next few years to fuel growth.

Read more about the overall survey at HealthLeaders Media.