Geisinger Health System, a leader in value-based care, has appointed Hernando Ruiz-Jimenez as its new Chief Marketing and Communications Officer. In his new role, Ruiz-Jimenez will oversee Geisinger’s brand marketing, corporate communications, digital marketing, content creation, and service line marketing across the entire organisation. With over two decades of marketing leadership experience across diverse industries, Ruiz-Jimenez is poised to lead the charge in enhancing Geisinger’s reputation as a healthcare leader.
This article delves deeper into his background, expertise, and what this exciting new appointment means for Geisinger.
Why Geisinger Chose Hernando Ruiz-Jimenez
Hernando Ruiz-Jimenez’s remarkable career makes him a perfect fit for this leadership role. Previously, he served as the Chief Marketing Officer at NewYork-Presbyterian and Chief Marketing and Communications Officer at Triple-S Insurance, a BlueCross BlueShield licensee. His leadership and experience span industries ranging from healthcare to consumer goods, making him uniquely equipped to tackle the complex needs of marketing for a healthcare giant like Geisinger.
In her statement, Amy Brayford, Geisinger’s Executive Vice President and Chief of Staff, said, “Hernando’s experience, knowledge, and leadership – from health systems to health insurance and numerous other industries – will be a great asset to the organisation and the marketing and communications team.”
Let’s break down why this appointment is so impactful.
A Proven Leader in Healthcare Marketing
Ruiz-Jimenez’s most notable contribution in healthcare marketing came during his tenure at NewYork-Presbyterian, one of the largest and most respected health systems in the United States. Here, he orchestrated a major transformation of the organisation’s marketing department. Most impressively, he managed communications through the COVID-19 crisis in one of the hardest-hit areas of the country.
His ability to lead through crises, combined with his strategic vision, makes him the perfect candidate to enhance Geisinger’s visibility and brand presence, particularly during these challenging times for healthcare systems.
Ruiz-Jimenez shared, “As someone with a passion for healthcare marketing, the appeal of being able to tell the Geisinger story and promote this well-known, respected brand was obvious.”
This passion, combined with his deep understanding of the value-based care model, underscores why he is excited to join the Geisinger team. The value-based care model, which Geisinger is known for, focuses on improving patient outcomes while reducing healthcare costs. This progressive approach to healthcare aligns perfectly with Ruiz-Jimenez’s vision for the future of healthcare marketing.
Key Highlights of Hernando Ruiz-Jimenez’s Career
Before taking the reins at Geisinger, Ruiz-Jimenez was a driving force behind several high-profile brands:
- NewYork-Presbyterian: Led marketing transformations and navigated the healthcare crisis during the COVID-19 pandemic.
- Triple-S Insurance (BlueCross BlueShield): Developed comprehensive marketing strategies in the health insurance space.
- Pepsi and Captain Morgan: Brought valuable consumer goods experience to the table, showcasing his versatility in marketing leadership.
- Un(Think) Foods: Served as the General Manager and Chief Marketing Officer of an agricultural startup, applying his marketing expertise to a completely new industry.
His versatility has seen him lead marketing teams in both the healthcare sector and across consumer brands. This diverse experience allows him to approach healthcare marketing from a fresh perspective.
His Vision for Geisinger’s Marketing Strategy
Geisinger’s leadership recognised that to continue growing and meeting the needs of the communities it serves, the organisation needed a strong marketing presence. Ruiz-Jimenez plans to implement a dynamic marketing strategy that embraces both traditional and digital approaches to communicate Geisinger’s mission.
Here’s a look at some of the strategic areas where Ruiz-Jimenez is expected to make an impact:
- Strengthening Geisinger’s Brand: Ruiz-Jimenez will focus on reinforcing the Geisinger brand, elevating its reputation as a top-tier healthcare system while promoting its patient-first approach.
- Embracing Digital Marketing: Given the rapidly changing healthcare landscape, he will focus on digital marketing, leveraging platforms like social media and SEO to reach patients in innovative ways.
- Storytelling: With a unique passion for healthcare marketing, Ruiz-Jimenez understands the power of storytelling in creating emotional connections with patients. His goal is to tell the Geisinger story in a way that resonates with both local communities and global audiences.
Through these strategic focuses, Ruiz-Jimenez aims to position Geisinger as a leader not just in healthcare delivery but in healthcare communications as well.
Marketing in Healthcare: Why It’s Crucial Now More Than Ever
The importance of marketing in healthcare cannot be overstated. With the rise of telemedicine, patient-centric care, and a rapidly changing healthcare ecosystem, healthcare marketing must evolve to meet the demands of the modern consumer.
Geisinger, with its vast array of services ranging from rural health care to highly specialised academic medical centres, requires someone who can craft an inclusive marketing strategy. Ruiz-Jimenez’s background gives him the experience needed to handle these complexities.
He mentioned, “Geisinger is a leader in the value-based care model that is so critical to improving healthcare in the U.S. It also is a unique system, offering the kinds of facilities and level of care in both rural areas and smaller cities that put it on par with the large academic medical centres people would otherwise have to travel to in Philadelphia, New York or other major metropolitan areas.”
His insight into the challenges facing both rural and urban healthcare systems will be invaluable in helping Geisinger cater to a broad demographic.
Education and Industry Affiliations
Ruiz-Jimenez holds an MBA from Stanford University and a B.S. in Business Administration from Villanova University. His education, combined with years of experience, has made him a well-respected voice in the marketing community. He is also a professor at the Branding + Integrated Communications (BIC) Master’s Program at CCNY and an active member of both the National Association of Corporate Directors and the Latino Corporate Directors Association.
Conclusion: The Future of Geisinger Marketing
With the appointment of Hernando Ruiz-Jimenez as Chief Marketing Officer, Geisinger is poised to further cement its status as a leader in healthcare marketing. His extensive experience, leadership, and passion for value-based care will be key drivers in shaping Geisinger’s future marketing strategies. As healthcare continues to evolve, Ruiz-Jimenez’s ability to adapt and innovate will ensure Geisinger stays at the forefront of the industry.
Relevant links for further reading:
- Geisinger Health System
- Marketing and Communications Careers
- Health System Marketing Strategies
- Stanford University MBA Program
Photo credit: citybiz
