Leading Healthcare with Healthcare Leaders
Leading Healthcare with Healthcare Leaders

A MARKETING CHALLENGE TRANSFORMED


 

THE CHALLENGE:
"We have the tip of the iceberg. Now is the time for full construction," Steve Mason, BayCare President and CEO, referring to the system-wide integration of marketing, strategic planning, and branding programs.

BACKGROUND:
One of Florida's largest health systems, BayCare Health System (BayCare) was formed in 1997 when the leading not-for-profit hospitals in the Tampa Bay area came together, united by a common mission to improve the health of people in the communities they served.

In May 2008, members of BayCare's senior leadership, medical leadership, and governing board met to approve a new model of healthcare delivery to be offered by BayCare in the Tampa Bay region. Built around a Strategic Trilogy—Physician Strategies, Redefining Hospitals, and Building a Platform for Ambulatory Services—the model was designed to transform BayCare from operating in a hospital-centric model to one that is patient-centric. To that end, BayCare's new brand—Advancing Superior Health Care—was approved and launched on July 1, 2008. At the core of this initiative was a brand promise to take extraordinary care of patients, one patient at a time. It included a new symbol and brand architecture consistent with BayCare's "Seven Strategic Directions."

THE SOLUTION, PART 1:
Born from this discussion was the newly created position of Chief Marketing and Strategy Officer. This position, reporting to Mason, would be responsible for system-wide marketing, strategic planning, public relations, and government affairs. In collaboration with Mason and his team, this executive would be responsible for developing and deploying a system-wide integrated framework that linked strategy to execution, and that was designed to help the enterprise meet its strategic and business goals. Further, it would actualize the full array of initiatives associated with launching and institutionalizing BayCare's new brand across the system and throughout the marketplace. To help guide BayCare in this new direction, Mason turned to Gallagher MSA Search, a division of Gallagher Benefit Services, Inc. The partnership with Gallagher MSA Search allowed him to evaluate and select from a strong pool of highly qualified candidates, ultimately hiring a seasoned marketing executive from outside of healthcare. The successful candidate, Stewart Schaffer, had held marketing leadership positions at International Paper Company, American Express, Clubcorp International and LazyDays RV SuperCenter.

THE SOLUTION, PART 2:
In early 2011, BayCare again turned to Gallagher MSA Search to help fill a Regional Marketing Director position at one of BayCare's three CHAs . This Director would need to fully embrace the vision for system-wide strategic marketing set forth by Schaffer—that BayCare Health System will be the premier model for the healthcare experience — and would be accountable to both system and CHA leadership for managing and executing marketing initiatives that would help the entities that comprise St. Joseph's/South Florida Baptist and BayCare achieve their goals.

This engagement, led by Gallagher MSA Search Managing Director & Practice Leader Roger Samuel, FACHE, and Senior Consultant John Lenihan, MBA, produced a panel of exceptional candidates with extensive marketing and communications experience. From that panel, BayCare selected Kim Marlatt, Director of Marketing and Planning for Georgia Health Sciences Health System in Augusta, Georgia.

"Having been through executive recruitments before, I had an idea of what to expect from the firm conducting the search. Where I was pleasantly surprised was the personal attention I was given and how responsive Roger and John were throughout the process. Timelines were met, I was always kept informed, and there were no surprises. From a candidate's perspective, I could not have asked for more from Gallagher MSA Search," said Marlatt.

Based on the firm's success with the organization, BayCare again asked Gallagher MSA Search to assist in the placement of a second Regional Director of Marketing position—this one for the CHA for Morton Plant Mease and St. Anthony's organizations, with the specific objective of evaluating the talent pool identified in the first search against a slightly different set of ideal candidate attributes and objectives. This allowed the consultants to utilize organizational knowledge to quickly present a slate of candidates with the experience Schaffer was looking for. The successful candidate, Brian Curtiss, brought extensive multi-industry experience to his candidacy, and most recently served as a Marketing Director with Cleveland Clinic.

"What stood out for me during the search process was the follow-up and personal attention I received from Roger Samuel. He made sure I was extremely prepared, and he always made time for me with any questions I had. The feedback he shared with me was quite useful, and I think helped me greatly as I went through the rounds of interviews. He kept in close communication throughout the entire process, and kept me engaged and interested. It's been a terrific six months at BayCare," said Curtiss.

THE RESULT:
In reflecting on the results of these recruitments, Schaffer states, "Kim Marlatt and Brian Curtiss have absolutely transformed BayCare Marketing in the best and most dramatic of ways. Gallagher MSA Search, through Roger Samuel and John Lenihan, has helped us build a 'dream team' of healthcare marketing here at BayCare. Without their work, none of this would have been possible. In my long business career, both inside and outside of healthcare, I can't think of a recruitment process that was more spectacularly successful."

Gallagher MSA Search was selected by BayCare in part due to the firm's relationship-centered strategies utilized for search and placement. Given Gallagher MSA Search's strong working relationship and previous successful partnerships with the organization, the firm was able to use its knowledge of BayCare to ensure a maximum fit for the BayCare culture and the evolution of their health system.

ABOUT GALLAGHER MSA SEARCH:
Gallagher MSA Search, a division of Gallagher Benefit Services, Inc., has a rich history spanning more than 40 years of helping organizations fill mission-critical executive roles with the right talent. With a thorough understanding of healthcare organizations and a customized approach to sourcing and selecting healthcare executive candidates, Gallagher MSA Search combines comprehensive interview and assessment process with unique insights gained from years of search consulting success and hospital administration experience.

Because there is so much at stake when selecting mission-critical executives, we conduct the most thorough interview and assessment process to select your executive candidates—an exclusive, in-depth system to reduce the margin for error and ensure there will be no surprises—and combine it with unique insights that can only be gained from years of search consulting success and hospital administration experience. Our database of our clients with access to an extremely valuable resource unavailable anywhere else.

The result: our clients have found the right CEO in our first slate presentation, 100% of the time.

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