Marketing Profiles: Martin Memorial Health Systems

 

Susan Polowczuk has been involved in marketing communications most of her career. While industry trends are changing constantly, she has always been driven by the search for what the consumer wants and is interested in.

 

Since February 2010, Polowczuk has served as communications specialist for Martin Memorial Health Systems, with responsibilities that include oversight of internal and external publications.

 

And though constantly evolving technology continues to change the way health care providers distribute their messages, Polowczuk believes marketing communications plays an important role in health care.

 

“If the public doesn’t know what services and technologies are available, that could mean the difference between life and death,” she said.

 

How that information is disseminated is transforming rapidly. Social media, revisions in media consumption habits and increased reliance on smart phones all change how marketing communications professionals provide information to the public.

 

Those factors have resulted in new ways for health care communicators to do their jobs. But the messages themselves don’t always change.

 

“The bottom line is that people still want to hear stories of overcoming adversity and having success,” Polowczuk said. “There is nothing that replaces the happy news of a little girl going home cancer free, or a grandfather who can now bend over and pick up his grandson thanks to a new high-technology back procedure. Reporting on these stories and the new technologies available that help get patients back on their feet is tremendously fulfilling.”

 

 

As a marketing representative for Martin Memorial Health Systems, much of Jessy Jones’ job revolves around developing strategy and analyzing numbers. But relationship building is at the core of everything she does.

 

Jones works with physicians and service lines throughout the health system, including cancer and diagnostic imaging, which are vital components of Martin Memorial’s ability to provide care to the community.

 

“I enjoy the relationship building between the physicians and their office staffs,” Jones said. “Our relationships with the physicians are very important. That one-on-one contact is one of the primary methods we have to provide them with information about the services we offer.”

 

Jones has worked at Martin Memorial for nine years, including five in the marketing communications department. Her experience in other areas of the health system provides valuable perspective in building those relationships.

 

Getting the word out to physicians and the community as a whole is a key part of what Jones does. That includes development of collateral, as well as working with service lines on advertising campaigns and marketing initiatives.

 

Like many organizations during the recession, budget considerations have created a challenge for Jones. And in a service area with significant competition for business, finding ways to stand out from the crowd is important.

 

“We are looking to grow business opportunities by reaching the right audiences with the right messages about our services,” Jones said. “Martin Memorial provides high-quality patient care and we are always striving to improve the community’s awareness of that fact.”