AMC Marcom Integration: Is There an App for That?

Tom Garritano
Senior Executive Director, Communications
Northwestern University Feinberg School of Medicine
Chicago, IL
tgarritano@northwestern.edu

Terri Goren
Principal
Goren & Associates
Atlanta, GA
terri@terrigoren.com

Holli Salls
Vice President, Public Relations, Marketing and Physician Services
Northwestern Memorial Hospital
Chicago, IL
hsalls@nmh.org

Academic medical centers (AMCs) are moving toward stronger alignment of their hospitals and medical schools, either virtually or through shared governance. With the goal of increasing efficiencies and streamlining communications, AMCs are integrating such core functions as marketing and communications. Learn about the current state of integration in AMCs and how two AMCs developed and implemented their marcom strategies, managing overlapping functions and cultural differences. A panel discussion covering challenges and opportunities will be included.

You will learn to:

Understand how AMCs are virtually aligning or aligning through a unified governance to provide and support integrated functions, including marketing and communications (see what research from a CY Q1 study revealed).
Realize how effective marketing and communications structures and strategies enable cultural change, integration, and a new brand.
Recognize how two academic medical centers aligned in different ways to achieve integration and to communicate effectively with a broad range of constituencies, from their “parent” universities to community-based physician groups.