Blair Primis, the chief advertising and marketing officer at Flagship Specialty Companions, has a distinguished 20-year advertising and marketing profession. Primis has a present for establishing profitable inventive groups out and in of healthcare. Over the previous 14 years, he has led advertising and marketing, communications, content material, inventive, and occasion groups within the personal apply sector, leveraging his experience in each the demand and development sides of selling to develop a results-driven technique for practices inside the Flagship platform.
We caught up with Primis to get his tackle the way forward for the communications trade.
What impressed you to pursue a profession in advertising and marketing?
A advertising and marketing profession was truly not in my playbook! Once I started my job hunt after school, I interviewed throughout industries and disciplines, searching for a job, not the job. But what actually excited me was the vitality, creativity, and fervour for manufacturers I found whereas interviewing with McCann-Erickson (now McCann). Once I accepted a media supervisor place there, I didn’t understand that this could assist outline my profession in advertising and marketing, however I’m glad it did! I additionally labored in advertising and marketing at McDonald’s early in my profession, which I credit score because the place I obtained my on-the-job MBA. Being immersed in one of many world’s most universally acknowledged manufacturers ignited my ardour for constructing manufacturers beloved by customers, a ardour that continues to information me right this moment.
What’s your favourite underrated device or software program?
There are a couple of I’d say. In no explicit order, I discover Semrush for analytics and Monday.com for workflow administration to be very precious. Particular to my position right this moment, my staff and I are thrilled with our companions at Liine and Intersect Applied sciences. They each have confirmed to be insightful software program instruments and end result, action-based platforms.
What’s a memorable second or undertaking that outlined your profession?
Earlier than changing into CMO of Flagship Specialty Companions, a healthcare administration companies group for oral surgical procedure practices, I used to be in an analogous position at OrthoCarolina, one of many largest orthopedic practices within the U.S. Once I started working there, it was a frightening problem to model orthopedics, particularly as a result of healthcare was not then – neither is it now – a standard consumer-facing trade. The personal apply specialty advertising and marketing playbook our staff developed demonstrated how a healthcare model may be acknowledged for being part of folks’s lives, even when it’s not wanted 24/7. This work led me to my present position at Flagship Specialty Companions, the place we’re targeted on recalibrating how customers perceive the oral healthcare specialty, together with the constructive position administration companies assist performs, and why it’s crucial to hunt an oral surgeon’s care.
How do you steadiness creativity and technique in your communication efforts?
The healthcare system within the U.S. poses the best problem of our time. Creativity and technique go hand-in-hand when fixing this problem — fixing it calls for contemporary pondering as we discover how we take into consideration and eat healthcare. Balancing creativity and technique requires being open to progressive concepts, a willingness to strive new issues — nevertheless loopy they appear — and testing an concept’s effectiveness, even when it doesn’t make sense on the outset. I wish to suppose that my “let’s strive it” mantra encourages my groups to reject the established order, suppose outdoors the field, and transfer the needle on our methods and outcomes.
What position has mentorship performed in your profession improvement?
Being mentored by entrepreneurs and healthcare leaders I look as much as has taught me the significance of constructing genuine relationships and championing my staff’s data, abilities, and concepts. By way of mentorship, I realized to rent sensible people who find themselves smarter than me and information them to develop into skilled healthcare entrepreneurs. As Steve Jobs as soon as mentioned, “It doesn’t make sense to rent good folks and inform them what to do.” Like Apple’s visionary chief, I work arduous to rent good folks to allow them to inform us what to do! That is the important thing to driving income, in addition to changing into a related and beloved model. It additionally ensures Flagship Specialty Companions will create worth, viability, stability, and long-term sustainability for our companions.
Are you able to recall a humorous or sudden expertise out of your profession journey?
Not solely did I not know I needed to be a marketer, however the truth that advertising and marketing the Golden Arches with McDonald’s is a part of my journey is one thing I nonetheless discover sudden. This expertise continues to information me right this moment and my ardour for constructing manufacturers beloved by customers.
Isis Simpson-Mersha is a convention producer/ reporter for Ragan. Comply with her on LinkedIn.
COMMENT
