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Marketing Through Change with Bonni Kaplan DeWoskin



Industry: Healthcare

Role: Chief Marketing Officer at Marketing Reimagined

What is the craziest or most inspirational thing you've witnessed in your marketing career?

Witnessing a 24-hour Telethon live from the inside. The dedication it takes to stay energized - and awake - ignited my passion for healthcare marketing and working for companies with missions I believe in. I have never looked back.

What is the best thing you have learned about marketing during this crazy time of pandemic?

How agile marketing can be. While some companies downsized marketing in response to the pandemic, others embraced the strategic support marketing provides. Those companies recognized the value marketing brings to attaining (or even surpassing) business objectives. It was inspiring to see marketers respond and quickly rally to revamp their strategies and messaging. Not all got it right but many did.

What is the biggest marketing mistake you've made, and how did you adapt going forward?

I once made the mistake of assuming leaders from other disciplines would support a major initiative simply because it was the right thing to do and would have tremendous positive returns. Now, instead, I focus on cross-collaboration, relationship building and building cross-functional task forces.

When you look in your crystal ball, what advice can you offer marketing leaders over the next five years?

I have no idea what the world will look like post-pandemic. Regardless, my best advice is to remember these key marketing principles: Be strategic, be thoughtful, be in the moment (while being mindful of the future) and be true to your values and mission. If you follow those principles and take care of and inspire your team, you will succeed in whatever environment we have in front of us.

Any parting thoughts/words of wisdom?

Whenever possible, surround yourself by people who are smarter and more accomplished than you are and who bring different perspectives to the table. It is humbling, you'll learn a lot and you'll be a better marketer (and person) for it.