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Episode Info: Today we're talking about the future of growth for providers, who will compete for, and capture health consumers and patients. Just for S&G's (Snickers and Giggles)...do me a favor. Input only a comma on your LinkedIn search and hit SEARCH. You should come up with close to 143 Million people. Now select 'Keywords' and under the title put 'Chief Growth Officer'. Now you'll be at a little more than 1,300 finds. Select 'Hospitals & Health' under industries...and you'll be at 91. Now go through each one, weeding through all the companies that are not actual hospitals or health systems - or I can save you the time and trouble. You're at SIX. There appear just six Chief Growth Officers within all the senior leadership in nearly 6,000 U.S. hospitals and health systems. Not satisfied? OK...Google 'Chief Growth Officer Hospital' (or Health System) and start looking page after page. Not finding too much...right? A GROWING TITLE IN CONSUMER MARKETS The Chief Growth Officer (CGO) became a title back in 2004...later fizzling during the recession. Now it's come back again, with 40% titled in companies smaller than 50 employees; and surprisingly, CGOs are now also entering the leadership hubs of larger consumer darlings such as Hershey, Kellogg, and Coke. In fact, Coke recently made a transformational change in replacing its Chief Marketing Officer (CMO) role with the Chief Growth Officer. This on the heels of the last three years of decreasing earnings and growth in the company. The pullback was a big surprise. Especially since in 2011, Coke made a seemingly smart choice in shifting from its traditional advertising toward the new era of content marketing. It traded the historical success of its billboard ads and mass distributed commercials for social media, real-time experience, and online storytelling videos. Coke even created a soda can that split in two - to share with a friend. Awww!Read more »

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