In the March 2014 edition of Strategic Health Care Marketing, SPM co-owner and managing partner Patti Winegar was featured as an expert on the centralization of marketing in healthcare systems–and the importance of this type of strategy. Read the highlights from the article.

Responding to RFPs is one of my job responsibilities that I relish. It’s a sign of success (and relief) to know that our agency has been selected to bid on a project. And, it builds a terrific amount of excitement internally.

I’ve been in the ad business for over three decades. I spent half my career with big Chicago agencies touting everything from beer and cigarettes to salty snacks and cake frosting. But nothing compares to healthcare advertising and the chance to make a difference in someone's life.

Healthcare organizations do a lot of research and collect tons of data. How can you ensure that the research you’re doing has real impact?

We’re presently at the precipice of change. What we know now as digital advertising is becoming “traditional” as we see new innovations in the industry.