Athenahealth is a provider of network-enabled services and mobile applications for medical groups and health systems. Ranking No. 9 on Forbes’ “World’s Most Innovative Growth Companies” list, the company recently went through a restructure, and Kelly Starman, Vice President of Marketing, explains that this has helped them better align around a long-term growth strategy.
The marketing function focuses on two primary tactics to drive growth. The first is to help ensure that prospects are familiar with the brand, and the second is to make them engage with the brand. “By understanding our market, we are able to segment efficiently,” she says. “We are able to ascertain the level of specificity in messaging and optimize the number of campaigns. Having programs with targeted messages that are truly integrated within channels and across stages will make the engagement with the buyer feel very natural.” She says the organization has successfully aligned around growth strategies due to an understanding that they will be stronger collectively.
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