Marketing to Hospitals:
That was Then. This is Wow.
The Breathtaking Climb Up The Decision Tree
By Sebby Borriello, U.S. VP of Sales & Marketing, Mentor Worldwide LLC
“Hi, I’m here to see Dr. Barrazini.”
“Oh, he’s waiting for you. Go right in!”
That was then. This is now:
“Hi, I’m here to see Dr. Barrazini, the VP
of materials management, the nurse man-
ager, the customer experience officer, the
CIO, the CMO…”
And so it goes. Although we keep say-
ing we’re trying to make healthcare more
streamlined, cost-efficient and patient-
oriented, some of the “reforms” have only
served to make the process more complex,
time-consuming and counter-intuitive.
I’ve been in this industry 27 years, all of
them with different companies within the
Johnson & Johnson family of companies.
We strive inside corporate America to
adhere to the slimmed-down formula of
marketing and sales, but it’s not always a