This episode features Shweta Ponnappa, Chief Marketing and Digital Experience Officer at Providence. Here, she discusses her extensive experience in digital marketing, her top priorities being managing the economics of marketing & talent management, what she looks for in candidates, and more.
Summary
Expert Insight: Chief Marketing and Digital Experience Officer at Providence Shares Priorities and Challenges in Digital Marketing
Experience in Digital Marketing
Shweta Ponnappa, Chief Marketing and Digital Experience Officer at Providence, shares her extensive experience in digital marketing, shedding light on what it takes to excel in the field. Her primary focus is managing the economics of marketing and talent management, which are critical to ensuring the success and growth of a business.
Priorities for the Next 12 Months
According to Ponnappa, the top challenges for marketing in the next 12 months are talent management and managing the economics of marketing. She explains that recruiting the right people and understanding the impact of macroeconomic headwinds on consumer behavior are critical in achieving marketing success. She also emphasizes the importance of securing and retaining talent, while managing spend to mitigate the effects of the looming recession.
Focusing on Improving Patient Experience
Providence's primary focus is managing costs, improving the patient experience, and measuring the effectiveness of their marketing investments.
Using Machine Learning to Inform Investments
Providence is utilizing Google's machine learning capabilities to inform their search investments, allowing them to make data-backed decisions that bring the most optimal returns from their investments. Additionally, they are running experiments to test different methods and tactics to improve their marketing ROI.
Note: This is an AI generated transcript, not edited by a staff writer and is solely intended for educational purposes. If you have any questions/concerns, reach out to podcasts@beckershealthcare.com
This episode aired on 11/07/2022 and can be listened here.
Subscribe to Beckers Healthcare Podcast here.