An Interview with Executives from Mayo Clinic and Akumin
Why does relationship marketing matter? When done well, relationship marketing can transform how brands connect with their audiences, often leaving a meaningful and lifelong impact. In a recent discussion, healthcare marketing executives Lisa Borg, SVP of Marketing at Akumin, and Molly Biwer, SVP & Chair of Brand Strategy at Mayo Clinic, shared how focusing on relationships in marketing enhances broader marketing strategies. They emphasized the importance of data mastery, continuous learning, and adapting to industry changes. Keep reading to learn seven essential marketing strategies that apply to any brand seeking to build stronger connections and achieve impactful results.
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1. Build Long-Term Customer Relationships
Tell us about the unique aspects of marketing in the healthcare industry. What has made this different from other executive marketing roles?
Lisa Borg: The biggest benefit of healthcare marketing is the positive impact it has on people’s lives. When we market healthcare products and services, we’re not just promoting a brand; we’re connecting patients with the care they need to improve their health and well-being. We continue to see patients who come visit us with their families, expressing gratitude for the role we’ve played in their journey to better health. There’s no feeling that can replace that.
The key difference between healthcare marketing and marketing in other industries is that it’s about building long-term relationships with customers. In healthcare, once a patient selects you as their provider, they often stay with you for life.
Molly Biwer: At Mayo Clinic, the needs of the patient always come first—that is the primary value of the Mayo Clinic and is considered a foundational statement of the institution’s culture.
As marketers in a highly regulated field, this means:
- Compliance. Ensuring all our marketing materials are compliant, avoiding misleading or unverified claims about medical products or services.
- Mindfulness. Being mindful that our work involves sensitive topics, such as patient well-being, medical conditions, and treatments.
- Privacy. Keeping patient privacy throughout the patient’s journey with Mayo Clinic.
- Education. Including an educational component and making complex medical information understandable for patients and their families.
- Trust. Building brand trust.
2. Adapt to Industry Changes to Enhance Connection
Molly, what are the key changes in healthcare marketing that you’re currently navigating?
Molly Biwer: There are many advancements that are rapidly changing our jobs and helping us reach patients in new ways. Some that come to mind are:
- Outreach: Social media, SEO, and content marketing are central to how we reach patients.
- Relevance: Personalization has become table stakes in the industry and being able to deliver content that is relevant and necessary for our patients is crucial.
- Social Proof: Reviews, reputation management, and patient testimonials are becoming increasingly important as well. Rather than us just telling people why they should come to Mayo Clinic, it’s vital for them to hear from others about their experiences and what we’ve done for them.
- Efficiency: AI and automation are emerging faster than we’ve seen with other tools and will certainly help us be more efficient and effective.
3. Prioritize Data Health and Best Practices
Lisa, what changes have you seen in healthcare marketing?
Lisa Borg: Data management is rapidly evolving, particularly as Google plans to phase out third-party cookies from Chrome, which reflects a broader industry trend towards enhanced data privacy and transparency. In healthcare marketing, this evolution requires us to not only leverage traditional marketing tools but also ensure compliance with HIPAA and other regulations that protect patient health information.
For example, the Department of Health and Human Services has issued guidance stating that IP addresses associated with healthcare websites may be considered personal health information if shared with non-compliant entities. This interpretation is under scrutiny and could have significant implications for how marketing data is accessed and used. At Akumin, we’re proactively implementing solutions to filter out sensitive data while optimizing our marketing campaigns. This includes addressing state-level cookie opt-in requirements and other privacy regulations.
Additionally, with the increasing availability of patient results through online portals, there is a risk that patients may misinterpret their results before discussing them with their doctor. We aim to educate patients on the importance of consulting their healthcare provider for a comprehensive understanding of their health status rather than relying solely on their own interpretations.
4. Look Ahead to Predict Customer Behavior
How do you envision the future of marketing for health care? What do you think it’ll look like five years from now?
Lisa Borg: I see three major changes in marketing that are affecting how we generate traffic and leads, especially regarding the decreasing reliance on traditional websites:
- Lead Generation: Today, people interact with the internet differently. For example, you might ask Alexa or Siri to find services, such as an MRI center with good reviews, and then book an appointment – often without ever visiting a website.
- Search: Google’s AI advancements are also transforming the search experience by summarizing content from websites directly within search results, which impacts the volume of organic traffic to individual websites.
- In-app Purchases: Additionally, platforms like TikTok are changing the e-commerce landscape, particularly among younger generations, who are now making purchases directly within apps without needing to visit external websites.
These shifts indicate that while websites remain important, their role in lead generation may be diminishing as consumers increasingly interact with content and make decisions within other digital environments.
Molly Biwer: As traditional .org websites become less central to how patients search for content, the future will be shaped by highly personalized experiences:
- Immersive Experiences: Platforms like TikTok and ChatGPT will become mainstream, offering more immersive experiences for patients.
- Data Health: Data privacy and transparency will remain top priorities.
- Humanized Technology: We’re also focusing on voice search optimization and humanizing conversational AI chat boxes to better connect with patients.
The demand for authenticity and increased engagement will drive our approach, blending technological advancements with ethical considerations and a deep understanding of consumer needs. We’re poised for a significant transformation in the near future.
5. Navigate Change and Disruption with High EQ Leadership
What leadership qualities do you believe are essential today for a successful marketing professional? Have they changed with everything else you require?
Molly Biwer: For any leader, strong communication skills are essential, especially in healthcare. Empathy, high emotional intelligence, team building, respect, and trust are necessary as we lead our company and teams. Leaders must also be agile, adaptable, courageous, resilient, and persistent. Additionally, visionary thinking is vital. Leaders must anticipate trends, foresee shifts in consumer behavior, and craft a clear vision and strategic direction to navigate the future effectively.
Lisa Borg: Curiosity and avoiding complacency are essential qualities for effective leadership. As leaders, it’s crucial to remain aware of trends and innovations that can enhance convenience for both patients and providers. This proactive mindset of anticipating changes and continuously seeking to improve the customer experience is applicable across all industries.
6. Differentiate Your Brand Based on Your Value
Molly, could you share some of the key differentiators for the Mayo Clinic?
Molly Biwer: At Mayo Clinic, we stand out due to several key differentiators based on the three shields in the Mayo Clinic logo—representing clinic practice, education and research.
- Integrated Care: Our integrated care model is a cornerstone of our approach. We employ a team-based strategy where multidisciplinary teams collaborate on patient care. If a patient comes in for one specific issue, often times there are other co-morbidities that are discovered – involving various specialties to ensure the best outcome for our patients
- Research: Our research shield focuses on integrating clinical trials and scientific discoveries into patient care, fostering innovation and maintaining high standards.
- Education: Additionally, Mayo Clinic excels in medical education. We lead in training future healthcare professionals through our medical school, residency programs, and continuing education.
- Specialization: We specialize in complex and serious cases, leveraging our novel therapeutics and discoveries to benefit the broader community.
- Accessibility: As a nonprofit organization, we are committed to sharing our advancements globally, ensuring that care remains accessible and effective.
Finally, Mayo Clinic Platform is an industry game-changer and aims to create a healthier world where personalized, predictive, and innovative care is accessible to all by enabling new knowledge, new solutions, and new technologies that improve patients’ lives.
7. Use Separate Marketing Strategies for Stakeholders
Lisa, what marketing strategies will be effective for different healthcare stakeholders in the future?
Lisa Borg: Akumin provides diagnostic imaging and oncology solutions, targeting several distinct audiences:
- Patients: We focus on raising awareness about preventative screenings such as mammography and lung cancer screening, while also making diagnostic imaging accessible and convenient. Our efforts include simplifying scheduling, providing transparent pricing, and accepting a wide range of insurance plans. In oncology, particularly for prostate cancer, we develop content to assist patients and their families in exploring various treatment options that help maintain their quality of life.
- Referring physicians: Physicians value the expertise of the radiologists who read and interpret the images, and the efficiency of our services. They prioritize timely and detailed results, access to subspecialized radiologists, and specific imaging technologies such as open MRI or 3T MRI. We meet these needs with our advanced imaging procedures and state-of-the-art technology.
- Hospital and health system partners: We work with 1,000+ hospitals, including 23 of the top 30 U.S. health systems. Our partners seek to enhance patient access and remain competitive despite budget constraints. We offer interim imaging and oncology services, enabling hospitals to expand their service offerings without major capital investments. Additionally, we provide a patented mobile LINAC system offering a cost-effective solution for establishing radiation oncology services.
To best target these three audiences, we employ a variety of marketing strategies, including trade shows, digital marketing, TV, and out-of-home advertising. Our strong relationships with partners are maintained through our dedicated sales and physician outreach teams, ensuring we stay closely connected to their needs.
Marketing Career Advice for Up-and-Coming Professionals
As you think about the future of the workforce, what advice would you give to aspiring professionals?
Lisa Borg: A strong grasp of data and marketing platforms is vital at every level. Here are my top three recommendations:
- Start with tools like Google Analytics, Google Ads, Excel, and SEMrush. Success when presenting to C-suite executives depends on conveying insights through data, not just visually appealing designs.
- Always back your ideas with solid numbers that clearly demonstrate the return on investment. Quantifiable results make it easier to gain buy-in from stakeholders.
- Spotting anomalies in reports is crucial for informed decision-making. Know your numbers well to quickly identify trends and outliers that could impact your strategy.
Molly Biwer: As I reflect on career advice for young professionals, below are some key points to consider:
- Anyone can be a leader, regardless of their role or whether they manage others.
- Stay curious and embrace learning, as career paths often shift across industries.
- Seek varied experiences and challenges to broaden your skill set and knowledge base.
- Continually seek mentors and be open to learning from those with more expertise.
- Focus on achieving results and be adaptable to change.
- Keep up with technological advancements and embrace new tools and methodologies.
- Respect and understand diverse cultures and perspectives, especially in global and underserved communities.
- Learn how to effectively manage and engage with remote teams, adapting to flexible work arrangements.
Top Takeaways on Relationship Marketing
In their conversation, Lisa Borg and Molly Biwer emphasize relationship marketing and the unique challenges and opportunities in the healthcare space, highlighting the importance of building long-term relationships with patients and stakeholders. By integrating a relationship-first approach, marketers across all industries can enhance customer loyalty, drive better engagement, and stay ahead of industry disruptions. To continue providing the best customer-centered marketing, adapting to technological advancements while maintaining an empathetic relationship will provide the next-level service customers seek.
About the Visionaries
Lisa Borg SVP, Marketing at Akumin Bio:
As SVP, Marketing, Lisa aligns marketing strategies with company goals, driving brand growth and demand generation for Akumin’s Radiology and Oncology services. With a rich background in healthcare, e-commerce, and hospitality, she has held senior marketing roles at both established companies and dynamic startups. Lisa’s international experience across North America, Europe, and Asia equips her with a unique perspective that enhances her innovative, results-driven marketing approach.
Molly Biwer SVP & Chair, Brand Strategy at Mayo Clinic Bio:
Molly Biwer is chair, Brand Strategy at Mayo Clinic where she leads brand strategy, advertising, the creative studio, and strategic partnerships supporting Mayo Clinic’s Bold. Forward. 2030 plan. Molly started her career at Carlson, a global hospitality and travel company where she spent 27 years leading communications and public relations. More recently, Molly was chief communications officer and board member at Hallmark (2015 – 2020). She has served on several boards, currently serving on the board of directors for the Carlson School of Management (IRM) and TPT – Twin Cities PBS.
Hosted By Lisa Hufford, Strategic Advisor and Founder, Simplicity Consulting, a 24 Seven Company
Recognized as a visionary and thought leader, Lisa Hufford, is on a mission to help everyone thrive in the new world of work. With a passion for driving transformative business strategies, Lisa brings a wealth of insight as an author, entrepreneur, and advocate for helping companies and professionals adapt and thrive.
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