Maintaining a Narrative Through Company Change: How to keep one story straight while ownership, leadership, and priorities shift
Most healthcare organizations don't have a messaging problem. They have a coherence problem.
Marketing runs campaigns. Comms handles the press. Clinical leaders talk to their peers. HR posts about culture. Every piece is defensible on its own, and together they say nothing in particular. Meanwhile the company is acquiring, launching, repositioning — and the story has to keep up.
John Hallock has spent two decades doing exactly this job at some of the most closely watched companies in healthcare. He led communications and investor relations through Livongo's IPO, was part of the founding leadership team at Smarter Technologies, and now runs corporate communications, brand and marketing strategy at Cotiviti.
He joins Zach Yokum of Surefire Video for a conversation about how you keep one story straight across investors, media, employees, clients and clinicians when most of the people telling it don't report to you."
What we'll cover
How to work out what your actual story is before you start telling it
The difference between developing messaging and actually building and owning a category — and what ties strategy, brand, product, culture, customers, media and the investor story together
Keeping the message coherent across teams you don't control, without becoming the bottleneck
The channels and formats worth the investment, and the ones everyone does out of habit
How far a narrative can flex across audiences before it stops being one narrative
Leading a consistent brand vision through ownership and leadership change — what has to hold, and what's allowed to move
Who it's for
Marketing and communications leaders in healthcare systems, health technology and digital health. Useful whether you own the message today or are still working out who does.
Live only. The recording goes to everyone who registers.