BRANDHIT MARKETING SUMMIT: A HIMSS EVENT
LAS VEGAS, NV - JUNE 15 - 16, 2017
David Rowe is senior vice president of marketing and business development at Enli Health Intelligence, a population health technology company. At Enli, David is responsible for strategic planning, integrated marketing, brand management and for managing partnerships and alliances.
Immediately before joining Enli, David was director of product marketing at Caradigm, the joint venture formed by GE Healthcare and Microsoft. While at Caradigm, David was responsible for defining global market requirements, business model, product portfolio, and positioning Caradigm's health information exchange (HIE). David joined the Caradigm JV from GE Healthcare IT, where he was global director of consumer product marketing. At GE Healthcare, he provided strategic and market direction for patient health IT products and services, including product roadmap, product positioning, messaging, pricing, channel and partner management.
He has also held senior roles at WebMD and a number of electronic publishing companies, including MEDIAmerica and Harcourt Brace Jovanovich.
David earned a Masters of Business Administration, with a major in Management of Innovation and Technology, at Portland State University. He holds a Bachelor of Arts in Anthropology from the University of California, San Diego.
Account-based marketing is the buzzword du jour among marketing IT vendors, consultants, and professional healthcare marketers. Say “ABM” and we think about capabilities such as domain-name ad targeting, persona-based retargeting, messaging aligned and content tailored to the buyer’s journey. Fact is, technology is but one aspect of the roadmap that must be in place to deploy an ABM-centric, integrated marketing program.
What marketers discover when they set about making such a transformation is that there are mountains to climb on the road to ABM. Technology is the lightest-lift but least ready solution, and if not included as part of a comprehensive approach to ABM, it can actually delay success.
So what are the vital focus areas of ABM? In this session, marketing gurus David Rowe and Frank Cutitta will discuss key components of an ABM program and their impact on the healthcare marketing organization, including research, operations, content, performance measurement, and, of course, technology.