The Future of the CMO

Marketing's value in health systems

What began as a quiet elimination of CMO roles across top health systems is now a full-blown reckoning: healthcare economics, financial pressures, and the rise of AI are forcing healthcare marketers to face new realities, or face dwindling influence, budgets and job security.

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Policy ICU

Distilling complex policy shifts to help you stay ahead and adapt with confidence

Do you want to know how federal decisions are impacting healthcare? We are providing real-time updates and insights that distill complex policy shifts to help you stay ahead and adapt with confidence.

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Joe Public 2030

Five Potent Predictions Reshaping How Consumers Engage Healthcare

On the 10-year anniversary of the original Joe Public Doesn’t Care About Your Hospital book, we look ahead to the next decade to predict the state of consumer engagement in the world of healthcare.

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Upcoming Events

MONTHLY WEBINAR SERIES › VIRTUAL
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Webinar

The Summit Series by BPD (formerly Revive)

The value of marketing to health systems in a competitive landscape has always seemed obvious, Yet, shifting societal and industry...
February 18-20, 2026
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South Beach

Joe Public Retreat 2026

A Must-Attend Conference for Leaders in Health Care Marketing & Strategy
September 17 - 18
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Geneva, IL

ISHMPR Fall Conference

The ISHMPR Fall Conference is an energizing two-day event where professionals from across Illinois will gather to grow, learn, and connect under the theme “Rooted in Strategy. Blooming with Creativity.”
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Latest Podcast

Can CMOs Lead the Future of AI?

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Latest Blogs

The Einstein Divide

The Einstein Divide Transforming marketing & communications in an AI era AI is the...

You’re Full, But Are You Growing?

In our recent The Future of the CMO report, we outline five opportunities for...

Things to expect from the second Trump Administration and the 119th Congress

Here are some things hospitals and health systems can expect from the second Trump...

The AI Era: The Golden Age of Healthcare Marketing

This is the most exciting time to be alive. And it’s absolutely the most...

From Crisis to Comeback: Four Bold Lessons Healthcare CMOs Can’t Afford to Ignore

Here are the four critical lessons you need to know from BPD's Joe Public...

Reimagining Healthcare: A Vision for Patient-First Systems

In the latest Summit Series, BPD’s Chief Strategy and Innovation Officer Sasha Boghosian sat...
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Guides

Good people, flawed system

Health insurance companies are under growing scrutiny—but what do the people inside those organizations think? While the public conversation focuses on rising costs and care...

The Future of the CMO

Marketing’s value in health systems is under siege. What began as a quiet elimination of CMO roles across top health systems is now a full-blown...

Tomorrow Is Too Late, the BPD Value Attack Series

The growing perception that hospitals prioritize revenue over patients is now defining the industry. BPD defined this as the “value attack” in early 2023, and...

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Stay in the loop on the latest from BPD— our newsletter The No Normal Rewind brings you highlights from The No Normal Show plus strategic insights to help CMOs prepare for the future of health system marketing.

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