Samantha Arth, Senior Director at Cleveland Clinic

The Risky Health Care Business

What she does: Sam is the is the Senior Director of Advertising, Analytics, and Partnerships at Cleveland Clinic in Ohio where she works to shape the institution's global brand and achieve transformative results in healthcare marketing. She leads the enterprise’s advertising efforts, creative development, strategic partnerships, and data science teams.

On risk: "There's too much information for a doctor to be the sole provider of content or information to a patient … A lot of risks when it comes to health care marketing that is not in other industries. We have HIPAA concerns, run a risk of also investing that much money, sensitivity and personalization, privacy, using information correctly ... Keeping up with regulation and privacy is key, you cannot not do that ... When it comes to spending $1 from a nonprofit, you definitely have to justify that. You have to do that everywhere but that dollar could be reinvested into clinical care. So you need to make sure that you're being very careful and being a good steward of resources … There are a lot of competitors running ads, you see them on billboards, you see them on digital ads, they're all over social, it is a very hot space. So there's definitely concern about that too, because that could just be a spending game. And that could be to what end, we could just go toe-to-toe with other health care competitors. And then we could just be out pricing each other … Patients have a lot of options. And so this should be a concern for you. Because if you aren't doing it, your competitor probably is."

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