How I Made it in Marketing Healthcare IT Marketing: Branding a new service line within Stericycle, getting ONC certification, finding your joy, & more (episode #24)
“Don’t ask before you have communicated enough perceived value,” Flint McGlaughlin taught in Customer-First Objectives: Discover a three-part formula for focusing your webpage message (https://meclabs.com/course/lessons/customer-first-objectives/).
This is true in our marketing, but it is also true in how we handle ourselves in our careers, as this episode’s podcast guest summed up well with the lesson, “Always give something before you expect something.”
You can hear the story behind that lesson in this episode from Sarah Bennight, Director of Marketing for the Communication Solutions service line of Stericycle (https://www.stericycle.com/en-us). Stericycle had $2.6 billion in revenue in 2021. Bennight manages a $1 million budget, six direct reports, and three agencies.
Stories (with lessons) about what she made in marketing
Some lessons from Bennight that emerged in our discussion:
- Your brand promise is everything.
- Never underestimate the power of a great project manager.
- Have a plan, but don’t be afraid to blow it up when the market/target needs shift.
- Not all marketing metrics are equal. Show leadership a story, not raw data.
- Always give something before you expect something.
- Find your joy.
- You can have it all.
Related content mentioned in this episode
Marketing Chart: The importance of making the right promise with your marketing (https://www.marketingsherpa.com/article/chart/make-the-right-promise)
Headline Writing: 6 before and after headline examples with results to help improve your copywriting (https://www.marketingsherpa.com/article/case-study/headline-writing-6-before-and-after-headline-examples-with-results)
Four Techniques to Improve Analytics Based on Customer Knowledge (https://www.marketingsherpa.com/video/webinar/four-techniques-to-improve-analytics)
About this podcast
This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages free digital marketing course (https://meclabs.com/course/).
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