Gen-X, Millennial Opps: Jefferson Health appoints new top marketer (Score 49)

Sales lead: This hire will likely lead to increased ad spending & agency appointments. 

  • Jefferson Health (JH) named Nick Ragone EVP and chief marketing and communications officer, effective January 16th, 2024.
  • Ragone joins from Ascension where he held the same title
  • Ragone is charged with leading all marketing operations for JH including Thomas Jefferson University and Jefferson Health Plans. 

Target demographic: Gen-Xers & millennials 

The company will likely:

  • Increase digital spend
  • Try new marketing channels
  • Seek agency assistance

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

  • 2023 spend: JH spent about $1.9m on digital display ads in 2023. 
  • 2023 data: 272m impressions via Facebook (75%), Instagram (12%), YouTube (7%), desktop display (5%), and mobile display (2%). 
  • 2021-2022 spend: Full-year spend increased by 65% from $1.7m in 2021 to $2.8m in 2022. 
  • Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, 6abc.com, and inquirer.com. It placed 1% of these ads indirectly through Google AdX+AdSense onto sites such as 6abc.com, lehighvalleylive.com, phillymag.com, currently.att.yahoo.com, and answers.com. 

Agency analysis:

  • Opportunity: Contact Ragone now to be top-of-mind as he may decide to outsource some of his duties to agency partners.
    • JH does not currently work with any agencies to the best of my knowledge. 

Insight Sources: Digital spend insights estimated by Pathmatics