Today we had the pleasure of speaking with the chief marketing officer of Cancer Treatment Centers of America, Ken Chaplin. After building up his experience with different markets, different forms of marketing, and working for various companies, Ken moved to the healthcare industry marketing scene. Ken focuses on a marketing strategy centered around the consumers.

Let’s dive into Ken’s story of how CTCA leads the industry in patient-centric marketing.

 

Things you will learn in this episode:

[00:01 – 02:18] Opening Segment

We introduce our guest, Ken Chaplin

Ken talks about his journey and what led him to Cancer Treatment Center America

Over 25 years in marketing-related capacities

Worked at The Walt Disney Company for 11 years

Started at Burbank and was able to take on a few overseas assignments

[02:19 – 14:48] Transition to a Different Side of the Marketing World

What makes healthcare marketing different from other industries?

Ken talks about how their team works their way through the various departments in their organization while staying engaged with consumers and providers

Ken tells us about how they tailor their marketing strategies based on their consumers

Shares the core foundation of what CTCA was built on

The Mother Standard: Giving the care that you deserve

[14:49 – 21:18] Switching Gears in CTCA’s Marketing

Ken talks about the measures they are taking to make their services easier to find and readily available online.

Focusing on the “paid search world.”

Video marketing

Direct communication with consumers

Building a data structure

[21:19 – 29:54] Physician Relations

How CTCA is building their physician referral relationships in this COVID-19 situation

Working with the local community

In a network with the insurance providers

Continued communication with patients and physicians

How CTCA can be an outlet for communities that need help

Patient empowerment

Use of the Zoom App and other platforms to stay connected, spread information, and for constant communication

[29:55 – 40:31] Telehealth

Ken talks about his forecasts on the biggest changes the healthcare industry will face in the upcoming months

Adaptation of Telehealth

What do you want your legacy to be?

For the industry: continuing to reinvent myself and stay an innovative leading influencer in the market

To my team: be someone that can help develop my team

To the consumers: continue to provide information to reach consumers so that we can help them

Connect with Ken and Cancer Treatment Centers of American online!

 

Tweetable Quotes: 

“What we are just trying to say is, ‘Hey, there are options, and you can, to your point, take your treatment, take your journey, and control it yourself.’ Be empowered to make those decisions. You have a partner, and you have a partner who’s going to deliver you with a power of a plan to get you the treatment you need certainly.” – Ken Chaplin

Resources Mentioned

Cancer Treatment Centers of America

Zoom App

LinkedIn

Biweekly Webcasts via Facebook Live with Dr. Pat Basu

Telehealth

 

You can connect with Ken on LinkedIn or Twitter. Click here to visit Cancer Treatment Centers of America’s website to learn more about cancer treatments, research, and resources.

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Thanks for listening. Justin & Kelley Knott