Envisioning the future: Q&A with Rose Glenn, A.P.R., chief communication and marketing officer
Earlier this year, Rose Glenn, A.P.R., joined Michigan Medicine as the chief communication and marketing officer. On top of leading the Department of Communication, Glenn is also involved in steering a number of initiatives, including the creation of a new vision statement and branding strategy for the organization.
Headlines recently sat down with Glenn to discuss her position and where she sees Michigan Medicine going from here.
Here’s what she had to say:
Q: What areas are you responsible for in your new role as chief communication and marketing officer?
RG: First, let me share that I have been overwhelmed by the warm welcome of my team members and colleagues. After leaving an organization that was home for nearly 18 years, this change could have been difficult. Instead, I am finding joy at work each day.
I am responsible for internal and executive communications; marketing strategy and advertising — including branding and consumer outreach to help increase our preference and grow our business; referring physician communications to strengthen relationships and increase referrals; along with digital strategies and engagement, including connecting with key customers through our web and mobile platforms. Finally, our team is tasked with public relations and external communications, which involves content strategy and creation for our “owned” channels such as websites, blogs and social media, and promotion to local, state and national media.
Q: What are you most excited about for the Department of Communication?
RG: Actually, what I am most excited about is the impact the Department of Communication can have on advancing all three parts of our mission. We are helping Michigan Medicine with the creation of its first vision statement, which has been an inclusive process of 20+ focus groups of staff, faculty, learners and patients, and will eventually include two online surveys with the entire community.
The vision will be an important “north star” for the organization as we get everyone working toward the same goals. The vision will also help to inform our brand strategy, replacing the very successful Michigan Difference campaign.
We hope to introduce the new Michigan Medicine branding internally in first quarter of 2020 because it is so important that it resonates with our community before we roll out to the external world.
I am also excited about engaging our staff, faculty and learners around our incredible purpose. I think we all work so hard that we lose sight of the fact that we are one of the world’s best academic and health care systems, introducing breakthroughs that change the world of medicine and make miracles happen every day. I am so proud to be part of Michigan Medicine and help tell those stories.
Q: What do you think is most important in creating a positive brand reputation for Michigan Medicine?
RG: Hands down it is the experience that we deliver to those we serve each and every day. But it is also the experience of our faculty, staff and learners because the conversations they have with families, friends and colleagues all contribute to our brand.
We have so much to be proud of at Michigan Medicine, and we need to share with the world that we are the place to conduct transformational research, learn and advance your career, and receive the very best care.
Q: Outside of work, what are you passionate about?
RG: My family! I’ve been married for nearly 30 years to my husband, Todd, and we have two children — Chelsea, who’s 28 and a health care consultant in Los Angeles, and Trevor, our 23-year-old med student at Johns Hopkins. No, it is not required to have a passion for health care if you are a member of our family; my husband is a banker!