Adrienne Cohen

Associate Director, Global Partnerships

Minute with a Marketer: Teddy Fishbein, NorthShore University HealthSystem

This month’s Minute with a Marketer features NorthShore University HealthSystem’s director of interactive marketing, Teddy Fishbein. ‎NorthShore is an integrated healthcare delivery system employing over 10,000 people with more than 900 primary and specialty care physicians.

In this Q&A, Teddy’s shares more about his role, as well as the challenges and opportunities he sees marketers facing this year.

Q. Please share a bit about your role and your company.

NorthShore University HealthSystem is a comprehensive, fully integrated healthcare delivery system serving the Chicago region. I direct the digital marketing team. We are responsible for patients’ and prospective patients’ interactions with our digital properties.

Q. What do you think is the biggest challenge marketers currently face?

Marketers need a mixture of skills and there’s an increasing need for mathematical and analytical capabilities. NorthShore has always been a data-driven organization and embracing this approach in marketing is natural. But companies that have a more traditional way of thinking could lag behind.

Q. What do you think is the biggest opportunity for today’s marketers?

Marketers sometimes fall into an execution trap in which they focus on creating a program to support a product. They try to convince consumers that the product should be valued and their effort is exerted to do so. Our first responsibility, though, is to create exceptional products and experiences. Too many marketing teams lose that focus. Create a product of inherent value, and everything else is much easier.

Q. What was the best piece of business advice you ever received? 

Like most advice, it’s not just applicable to business. “If you don’t ask, the answer is always no,” from my mom.

Q. What did you want to be when you grew up?

I wanted to be a film composer. Growing up, I played (and still do) piano, trumpet, and composed music. I think my music education prepared me well for the world of marketing, and it’s a similar blend of art and science.

09/02/2016 at 04:10

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