Agenda & Speakers

The Journey to Health – A Medical Transition

Wednesday, November 8, 2017 - 11:00 AM - 12:00 PM
For companies in the healthcare industry, brand positioning is a crucial facet of communicating with and engaging customers. For Vanderbilt Health, a piece of this challenge was handling the mixed reception to a seemingly innocuous message of improving health and wellness. As patients wondered if the brand was intentionally trying to keep patients out of its system, the company made use of its surprisingly robust content production to deliver a positive message and complete its immersion into the crowded and complex healthcare industry.
 
Join Vanderbilt Health CMO Jill Austin as she shares the brand’s story of moving into the health and wellbeing space, describing the challenges and opportunities that come along with the transition.
 
Key Takeaways
 
- Moving into a volatile market from a credible position through brand communication
- The challenge of relating to a wide spectrum of customer segments with informative and engaging content
- The challenge of “stickiness” – engaging customers and staying top of mind, even when the patient isn’t receiving care within the network

Speakers

​Jill Austin, Chief Marketing Officer, Vanderbilt University Medical Center

Jill Austin is the Chief Marketing Officer for Vanderbilt University Medical Center where she is responsible for a wide range of marketing functions such as market positioning and presence, integrated marketing strategies and programs including corporate relations and interactive/social media, and market research on trends and customers. 
 
Formerly, Austin was VP of Global Marketing and Sales for a large tech company, responsible for international sales, marketing, and developing strategic partnerships.
 
She received her B.A. with honors from UNC-Chapel Hill in Radio, TV, Motion pictures, and Music, and her MBA from the Owen Graduate School of Management at Vanderbilt University.

Agenda Overview

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