Your marketing team. Where would your company be without them? Where would you? A good marketing team is made up of a diverse group of people with a variety of talents, soft skills, expertise, and an X factor which, for your vision, only you can define. How do you find the right people, assimilate them into your culture, and keep them motivated to perform their best work?

About Our Guest

  Tarah Neujahr Bryan, MAJMC, joined Health Catalyst in 2013 and has served as Editorial Director and Vice President of Marketing; she is currently the Senior Vice President of Marketing and a member of the Health Catalyst leadership team. She brings a breadth of marketing and communications experience to her current role. Prior to joining Health Catalyst, Tarah served as the Marketing Communications Director and Foundation Executive Director at a community hospital, managed at an advertising agency, was the Editor and Operations Manager at an archaeology firm, and provided triage assistance and patient admissions at a Level-II Trauma Center. She has a Master of Arts in Journalism and Mass Communications from the University of Nebraska and a Bachelor of Arts from Montana State University-Billings. Tarah volunteers with Intermountain Therapy Animals and has done pro-bono communications work for the American Cancer Society, Wings Cancer Foundation, and many other non-profit organizations.

Show Notes

A Quick History of HealthCatalyst's Growth: 2008: Founded Funding Rounds

• Jan 8, 2013, Series B
• Mar 1, 2013, Series B
• Jan 27, 2014, Series C
• Mar 17, 2015, Series D
• Feb 29, 2016, Series E
• Oct 13, 2017, Series E
• Feb 8, 2019, Debt Financing
• Feb 8, 2019, Series F
• Jun 1, 2019, Venture Round

2013: Content Marketing Began 2015: "Practiced being Public" 2019: IPO

We keep education of the industry and ensuring good care at the forefront of our mission. Our mission is to transform healthcare. And for us, that means partnerships. We produce educational pieces with customers and peers. We explore partnerships wherever our technology can actually work with another. —Tarah Neujahr Bryan Building a Rock Star Marketing Team

1. Kill the silos. Because silos can kill you. Tarah knocked down as many as she could and moved the culture to think of marketing initiatives. as an integrated effort.
2. Build working groups. HealthCatalyst has six teams:
   1. Marketing Operations: Tech Stack and Analytics
   2. Marketing Response: Inbound
   3. Digital Marketing: Website, social, content, and design
   4. Field Marketing: Sales enablement
   5. Business Unit: Events including their user conference, Healthcare Analytics Summit
   6. Communications Team: PR, media relations, investor relations
3. Create layers of communication—weekly stand-ups with team leads and then weekly working group stand-ups as well.
4. Create a framework for transparency and idea-swapping. Tarah uses the process of "Thorn, Bud, Rose" which has been used by everyone from sororities to family dinner tables to unpack what's behind the scenes. This process has given her team new places of connection and members of the team relate better to one another and find ways to support and encourage each other throughout each week. She equates the words as follows:
   1. Thorn: One thing that sucks about your week
   2. Bud: One thing that you're learning about
   3. Rose: One thing you're excited about
5. Deploy the right tech stack
   1. Salesforce and Pardot
   2. Visible - attribution and following the buyer journey
   3. Basecamp - Team communication
   4. Smartsheet -
   5. Triblio - ABM
   6. Data visualization using HealthCatalyst's own tools
6. The three most important aspects Tarah looks for. innew team members are smart, hard-working, and humble.

Internal marketing is almost as important as external marketing. — Tarah Neujahr Bryan Links Mentioned on This Episode

Some of the 260 case studies Tarah referred to:

• Analytics Enables Identification of Opportunities to Improve Value and Accountable Care Organization Performance
• Quality Improvement in Healthcare: An ACO Palliative Care Case Study
• Changing Healthcare Using Data: A Case Study of One Small Health System’s Odyssey To Achieve Material Improvements

Job openings at HealthCatalyst Article by Tarah: COVID-19 Data and Analytics: Survey Reveals Long- and Short-Term Healthcare Industry Impact 20 Reasons Why Virtual Events are Better than Live