Tufts Medicine’s plan to enhance its “brand experience”

The new director of marketing of the Boston company Tufts Medicine spoke about this. Becker it plans to engage patients across multiple platforms and devices to enhance the academic health system’s “brand enhancement.”

Drew Landmeier started as senior vice president and chief marketing and communications officer for the $2.6 billion three-hospital system. November 4. A longtime healthcare marketer, he most recently served as senior vice president and chief marketing officer of Jacksonville, Fla.-based Nemours Children’s. Health.

He was talking to Becker about your plans for your new position and about the main trends in healthcare marketing today.

Question: What are your hopes/plans for your new position at Tufts Medicine?

Drew Landmeier: As I enter my new role at Tufts Medicine, I am committed to building a marketing and communications team that will set the standard for performance and innovation. We will prioritize a multifaceted approach that includes superior patient service, academic partnerships and a strong national reputation, while ensuring our local and regional brands remain prominent.

By combining cutting-edge research with clinical expertise and mastering integrated stakeholder engagement, we will advance strategic marketing initiatives that turn challenges into success milestones, redefining the potential of a leading healthcare brand.

Q: How do you think this role will be different from your previous marketing leadership roles?

DL: At Tufts Medicine, the integration of marketing and communications into core strategy sets this position apart from my previous positions. The organization’s relentless drive and collaborative spirit create an exciting opportunity for me and my team to make a meaningful difference in the lives of patients and their families.

Here we have the opportunity to tap into the collective knowledge and innovation of the entire organization, allowing us to develop strategies that not only engage but deeply connect our diverse community. I look forward to pushing boundaries, breaking new ground and setting a higher bar for healthcare marketing that reflects the excellence that Tufts Medicine stands for.

Question: What are the major trends in healthcare marketing today and how do you plan to address them in your new role?

DL: I see a trend that applies both in healthcare and beyond: mastering omnichannel interaction and consistency. Marketers strive to meet the needs of priority audiences with a limitless number of options. As consumers interact across multiple platforms and devices, brands must ensure a consistent and cohesive presence across all channels.

Omnichannel engagement involves creating a unified brand that seamlessly integrates online and offline interactions. This includes synchronized marketing campaigns across social media, websites, mobile apps, electronic health records and health care delivery sites. I will use advanced analytics and integrated marketing technologies track customer journeys and ensure consistent messaging, improving the overall brand experience and facilitating deeper connections with diverse audiences.

Question: What is the biggest challenge for healthcare marketers today and why?

DL: The biggest challenge for healthcare marketers is maintaining patient trust while addressing digital privacy concerns and regulatory restrictions. Ensuring that marketing efforts comply with healthcare regulations while remaining effective for patients and referral sources seeking specialized care, supporting access and ensuring a seamless patient journey, all while engaging, requires a delicate balance and strategic ingenuity.

Q: How do you think healthcare marketing will evolve in 2025 and beyond?

DL: To meet future demands for personalized patient experiences and digital health solutions, healthcare marketers must build sophisticated teams with advanced project management skills. Managing ever-increasing complexity and executing it effectively will be critical.

At Tufts Medicine, we will use data analytics to tailor our MarCom strategies, increasing patient engagement and satisfaction. This evolution will allow healthcare marketers to better understand and meet the diverse needs of patients, increasing loyalty and financial stability, making it essential to successfully navigate this complex landscape.