The growth mandate is landing on marketing. The budget isn’t.
50 health system CMOs on sentiment, budgets, and the patient activation opportunity nobody owns. Conducted in partnership with the Forum for Healthcare Strategists.
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What’s inside.
Your peers are telling the truth about their situation: shrinking teams, growing mandates, and a $1B growth opportunity sitting in the EHR that nobody is funded to pursue. This survey shows exactly where health system marketing stands in 2026 - and where the leaders who move first will pull ahead.
- How many of your peers have lost budget and headcount in the last two years - and what they’re being asked to deliver anyway.
- The one growth lever CMOs agree on, and the surprising share of health systems where no one owns it.
- Where the C-suite is still buying growth instead of activating it - and the white space that leaves for marketing to claim.
If you’re carrying a growth number for a health system, this is the honest picture of what your peers are up against - and where the ground is still unclaimed.
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