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Gen-X Media Opps: Healthcare service provider Centene hires CMO amid drops in spend (Score 62)
Effective May 24, Suzy DePrizio is the CMO of healthcare service provider Centene. Previously the head of digital and eCommerce transformation for J&J's US consumer health business, DePrizio will play a key role in handling Centene's marketing strategy, brand position and advertising. With a revamped focus on these efforts, the company's new CMO will likely pick its ad spend back up.
**We have been unable to verify DePrizio's email 100% at the time of publication, but will update as we learn more**
It's also been less than a year since Beverly Robinson-Tanabe joined Centene as marketing and communications VP in September.
According to Pathmatics, Centene has spent roughly $178.8k on digital ads YTD, down 9% from the roughly $195.7k it spent within the same 2020 timeframe. The company's estimated full-year spend of 2020 of $623k only reached less than half of that of $1.4m in 2019. So far this year, Centene has earned around 66m digital impressions via digital display (98%) and mobile display (2%) ads. Top site destinations of this year's desktop display ads include yahoo.com (42%), reddit.com (17%), zillow.com, finance.yahoo.com and foxnews.com.
As I briefly mentioned, Centene should return to heavier ad spend now that it has a new top marketer at its helm. Right now, it's primarily targeting Gen-X. Kantar data reports the company also invests in OOH, print, radio and local broadcast, and its overall spend across these channels is on the rise.
Agency & martech readers - Centene's new CMO could also seek new agency partners for the company; contact soon to get on her radar. In the past, TOKY has handled creative work.