Session Number W9  Session Level A

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Nancy Lyle
Principal
Healthcare Business Development Group
Portland, OR
lyle@brandsavvyinc.com

Gary Naifeh
Principal
BrandSavvy, Inc.
Highlands Ranch, CO
naifeh@brandsavvyinc.com

Unlike industries that value strategic marketing and the marketer, many healthcare executives, particularly CFOs, often view marketing as a staff function. Your CFO should be your greatest advocate. Bridge the credibility gap and learn to “talk like a CFO, but act like a marketer.” Key financial concepts will be reviewed and discussed, along with strategies and tools for communicating and incorporating “CFO-speak” into your planning.

You will learn to:

• Describe current healthcare trends and the resulting need to focus on growth strategies.
• Define key financial concepts and how to apply them to a strategic marketing plan.
• Calculate and communicate the value of marketing to senior executives.