Marketing Innovators Luncheon Seminar
Dan Michelson, Chief Marketing Officer, Allscripts
While coming up with an innovative idea is important, the real magic of marketing is in driving meaningful output (M.O) for your organization. You can find out how Dan Michelson and Chicago-based healthcare information solutions provider Allscripts (Nasdaq: MDRX) have brought great ideas to life at BMA Chicago’s Marketing Innovators Luncheon Seminar on Wednesday, October 12 at the Standard Club.
Once registered, members will be invited to participate in an exclusive post-luncheon discussion with Dan.
As its chief marketing and strategy officer, Michelson oversees Allscripts’ ‘go-to-market’ strategy and has served as CMO since he came aboard in 2000. He will discuss the unique role of marketing in growing Allscripts from a 200-person dot-com with $50 million in annual revenue into a 6,000-person healthcare information technology powerhouse with nearly $1.5 billion in revenue over the past 10 years. Even in a rapidly changing and complex market, the company has maintained a relatively simple go-to-market formula—mind share + market share—and created a reputation as the strongest marketing machine in the industry.
In addition to sharing Allscripts’ considerable successes, Michelson will share his thoughts on both successes and failures in the marketing world, drawing on examples from the highly effective Obama Presidential campaign to the recent headlines that Netflix is making.
Noting that the business and marketing landscape has changed dramatically since he became a CMO, Michelson notes that Allscripts does very little print advertising or direct marketing, cornerstones of the company’s marketing efforts when he started there. “Leaders must change before they need to—otherwise it is too late,” he says. “You can’t paint by numbers anymore.” There’s nothing wrong with “stealing” other successful marketers’ ideas, he adds. In fact, it’s a must.
This approach has led Allscripts to:
- Manage the merging of two companies in two minutes
- Capture the No. 1 mind share position…by writing a book
- Fix channel conflict…with a BMW
- Drive the market…with a single word
Michelson has a clear view on the function of marketing—it exists to drive, not support, sales. He’ll describe Allscripts’ marketing approach, which has been refined through the years to accomplish three tasks: create awareness, generate and accelerate demand, and help sales close. As an example, Michelson will discuss how team borrowed from the “Obama Campaign Model” to create a centralized “Campaign Ops” group that has streamlined the company’s ‘go-to-market’ approach.
The team constantly questions what it is doing and why it is doing it. On the flip side, he keeps the team on track by using an approach he calls the M.O.—challenging team members to have a clear view of the meaningful outputs of their work.
About Dan Michelson
Prior to joining Allscripts, Michelson served in leadership roles in strategic planning, product management, marketing and sales for Baxter Healthcare, a leading medical supply company, and AstraZeneca <http://www.astrazeneca.com/Home>, one of the world’s largest pharmaceutical companies. He has also provided strategy and process redesign consulting for many of the leading hospitals and integrated delivery networks in the United States.
He is an avid runner, having completed 10 marathons. Michelson is the co-founder of projectMUSIC™, an organization that has used the power and passion of music to send 40 children from the LYDIA Group Home to overnight camp every year.
He earned his BS in Finance from Indiana University and his MBA in both Marketing and Management from DePaul University.
Watch Dan's interview with Microsoft's Dr. Bil Crouse, senior director of worldwide health at Microsoft.
http://www.youtube.com/watch?v=uHydqhUtcUw