Boomer, Gen-X Opps: Ascension's marketing chief departs (Score 32)

Sales lead: Be prepared to reach out as soon as Ascension names a new marketing leader. 

  • Ascension Health lost its top marketer, Nick Ragone, in January 2024.
  • Ragone is now the EVP and chief marketing and communications officer of Jefferson Health
  • He spent about 10 years leading marketing for Ascension.
  • We will be sure to update you as soon as a replacement is announced. 

Target demographic: Gen-Xers & boomers

Once it hires a new CMO, the organization will likely:

  • Increase ad spend
  • Revise marketing strategy
  • Seek new agency partners

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

  • 2023 spend: Ascension spent about $24.7k on national TV ads in 2023.
  • 2021-2022 spend: Full-year spend jumped from $14k in 2021 to $38.6k in 2022. 
  • Ad programming: It placed ads during programming such as PGA Tour Champions Golf and 2023 Regions Tradition. 

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

  • 2023 spend: Ascension spent approximately $942.6k on digital display ads in 2023. 
  • 2023 data: 139.3m impressions via Facebook (75%), desktop display (11%), mobile display (3%), Instagram (3%), Twitter (3%), YouTube (3%), and desktop video (1%). 
  • 2021-2022 spend: Full-year spend fell 41% from $2.2m in 2021 to $1.3m in 2022. 
  • Ad location: It placed 95% of these ads directly onto sites such as facebook.com, nba.com, youtube.com, instagram.com, and twitter.com. It placed 5% of these ads indirectly through The Trade Desk and an unknown channel onto sites such as fandom.com, chegg.com, wthr.com, foodandwine.com, and marthastewart.com. 

Additional channel insights  

  •  Ascension also invests in OOH, print, radio, and local broadcast. 
  • Top podcasts sponsored: The Daily, The Bible in a Year (with Fr. Mike Schmitz), The Matt Walsh Show, The Michael Knowles Show, and The Catechism in a Year (with Fr. Mike Schmitz).

Agency analysis:

  • Opportunity: Leadership changes commonly lead to roster shifts, so start working on your pitches now. 
  • Current roster:

Media Spend Estimate Sources: (c) Winmo, LLC, 2024. Used under license.