As health system budgets tighten, some marketing investments have been garnering a closer look.
For example, in recent months, public officials have been questioning some health system stadium rights deals, which can cost millions of dollars per year. Marketing chiefs told Becker’s they address these types of concerns by clearly showing return on investment, measured and boosted by the latest data analytics tools, and aligning spending with the health systems’ broader goals.
“At Providence, we take a hard look at all our marketing investments every year to ensure they align with our mission and deliver measurable outcomes,” said Shweta Ponnappa, senior vice president and chief marketing and digital experience officer of the Renton, Wash.-based health system. “Areas like stadium naming rights and large-scale sponsorships are naturally under closer scrutiny, not because they lack merit, but because they require a higher threshold of justification in tight budget cycles.”
She said her team has responded by “unifying brand and performance so every dollar builds preference and converts to patient engagement, access, and service line outcomes.” That has included optimizing Providence’s marketing technology stack, refining consumer outreach, and investing in advanced analytics to improve return on marketing investment across paid, owned and earned channels.
“For chief marketing officers navigating similar pressures, my advice is to lead with transparency and accountability,” Ms. Ponnappa said. “Build strong partnerships with finance and operations, and ensure marketing is seen not just as a cost center, but as a strategic growth engine. Shift from volume to true value — investing in what moves the needle for patients and communities.”
Danville, Pa.-based Geisinger’s marketing department constantly reviews its demand generation campaign budget to ensure provider access matches the demand it creates, pivoting that spending to branding when it doesn’t, said Chief Marketing and Communications Officer Hernando Ruiz-Jimenez.
“For sponsorships, we are more focused on hyperlocal community engagement opportunities,” he said. “Geisinger serves local communities throughout central and northeast Pennsylvania. Our sponsorship budget is focused on engaging the communities we serve, rather than enhancing our name recognition outside of our markets.”
Marketing executives at Atlanta-based Emory Healthcare justify their spending by optimizing digital channels, leveraging customer relationship management and automation, doubling down on content and thought leadership, and evaluating collaborations more critically, said Chief Marketing Officer Molly Biwer.
“At Emory Healthcare, it is imperative that our marketing investments deliver measurable ROI and directly advance institutional priorities — specifically in driving patient growth, strengthening brand equity and deepening community engagement,” she said. “For CMOs, the key is to lead with transparency and agility — collaborating closely with in-house finance, operations and leadership to ensure marketing is seen as a strategic growth engine.”
