A former leader at Nashville, Tenn.-based HCA Healthcare is bringing a more “immediate and personal” approach to her new role heading marketing for a three-hospital system in Kentucky.
Christy Maraone was recently named vice president of marketing and communications at Owensboro (Ky.) Health, a $967 million system, after serving in marketing leadership roles for HCA’s Gulf Coast Division, headquartered in Houston, and St. Anthony North Health in Westminster, Colo., now part of Chicago-based CommonSpirit Health.
Becker’s reached out to Ms. Maraone to learn more about her priorities for her new role and where she thinks healthcare marketing is heading next.
Question: What are your plans and goals for your new role as VP of marketing at Owensboro Health?
Christy Maraone: My top priority is to elevate storytelling — locally, regionally, and nationally — so that more people know about the exceptional care Owensboro Health provides. We have an incredible story to tell from our compassionate, skilled providers to our award-winning quality standards and wide range of services.
As the leading healthcare provider in western Kentucky, with services also offered in southern Indiana, Owensboro Health serves 18 counties with more than 30 locations including Owensboro Health Regional Hospital, Owensboro Health Muhlenberg Community Hospital, Owensboro Health Twin Lakes Medical Center, four outpatient Healthplex facilities, the Healthpark medical fitness center, a comprehensive weight management program, and the Mitchell Memorial Cancer Center.
As a nonprofit system with a mission to heal the sick and improve the health of the communities we serve, we’ve built a strong legacy of service. My role is to communicate this legacy in fresh, engaging ways so that patients, partners, and communities fully understand the excellence we deliver every day.
Q: Which marketing project are you most proud of from your career thus far?
CM: While I’ve had the privilege to lead many meaningful projects, the one that stands out most is the opening of the new Centura Health St. Anthony North Health Campus in Westminster, Colo., in 2015. I led a team through the planning and execution of five grand opening events, including a large community celebration that attracted more than 7,000 people on opening day.
The event was family-focused and highly interactive to reflect the spirit of the community. We had live cooking demonstrations, children’s choir performances, a chainsaw ice sculptor outside, a roaming bagpiper, an art tour, a painter, and more. It was incredible to watch all those creative elements come together into an engaging, memorable experience that showcased the hospital while building lasting goodwill with the community.
Q: What unique opportunities does being part of a regional health system like Owensboro Health present after being with some large, national health systems?
CM: Spending much of my career in large national health systems, one of the unique opportunities I see at Owensboro Health is the ability to make a direct and visible impact. In a regional system, the connection between our work and the people we serve is immediate and personal. I see the difference in my neighbors, colleagues, and community every day and that’s incredibly motivating.
There’s also an agility within this organization that’s harder to achieve in a large national structure. We can respond quickly to local needs and design programs that reflect the culture, values, and priorities of our region. Healthforce Kentucky, our mobile units, and our Healthplex locations are great examples of how we’re tailoring solutions to our communities.
At the same time, Owensboro Health still has the scale and strength of a system — allowing us to share resources and expertise across the continuum of care. For me, that balance between community connection and system-level strength is what makes this role so exciting and meaningful.
Q: Where does AI fit into your marketing strategy?
CM: AI is an exciting tool, but in healthcare it must be approached responsibly. At Owensboro Health, we always start by ensuring HIPAA compliance and patient privacy — those are nonnegotiables. Right now, we’re leveraging AI within our reputation management program to monitor public sentiment in real time and gain insights from our reviews. This allows us to better understand patient experience and quickly identify areas of opportunity.
Looking ahead, I see AI supporting personalization in patient communication, helping us meet people where they are with the right message at the right time. The key is to use this technology to enhance the human connection and trust, which are both so vital in healthcare.
Q: What is the biggest challenge — and the biggest opportunity — in healthcare marketing nowadays, and how do you plan to address both?
CM: One of the biggest challenges in healthcare marketing today is building and maintaining trust with consumers in an environment where people are overwhelmed by information, and often misinformation, about their health. Patients want to know that their healthcare provider is not only clinically excellent but also approachable, transparent, and invested in their community. To address this, we focus on authentic storytelling — sharing the real experiences of our patients, caregivers and providers. By meeting people where they are, whether that’s through digital channels, community events, or one-on-one conversations, we’re able to humanize care and build lasting relationships rooted in trust.
At the same time, there’s a tremendous opportunity in engaging people with healthcare earlier and more meaningfully. Through initiatives like Healthforce Kentucky, an innovation center complete with two mobile units and hands-on learning, we’re partnering with community members to cultivate interest in healthcare careers among young people, building the next generation of talent.
On the care delivery side, we’re expanding access through mobile clinics, telehealth, and our four Healthplex locations, which bring urgent care, primary care, and specialty services together under one roof. Beyond clinical care, we support wellness through screenings, smoking cessation programs, and education in addition to exercise and nutritional programs at our Healthpark, a certified medical fitness facility.
By combining trust-building through storytelling with expanded access and education, we can both address today’s challenges, shape healthier communities and build a stronger healthcare workforce for tomorrow.
