How Baptist Health's CMO Turned Brand-Building into a Revenue Driver

by Lawrence Montgomery III

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What you'll discover
when watching Lawrence's story

  • Understanding and targeting the primary decision-maker (e.g., women in healthcare) is key to successful marketing.
  • AI has significant potential to enhance marketing efforts by improving content relevance and distribution.
  • Multi-channel, integrated marketing approaches are more effective than relying on a single channel.
  • Content creation should focus on providing valuable information to both consumers and B2B audiences.
  • Data-driven insights are crucial for effective marketing strategies and decision-making.
  • A strong brand is essential for business success and should permeate all marketing efforts.
  • CMOs should champion brand building and maintenance as a critical long-term investment.
Meet Lawrence Montgomery III from Baptist Health

Meet Lawrence Montgomery III - CMO @ Baptist Health

Lawrence Montgomery III is the Chief Marketing Officer at Baptist Health, a 102-year-old non-profit healthcare organization in Arkansas.

Lawrence’s marketing journey began as an undergrad at UC Davis, interning with the California Attorney General. He later worked in home mortgage marketing at Wells Fargo.

Seeking more fulfillment, Lawrence made a pivotal decision to transition into healthcare marketing. He pursued an MBA to launch his career in this field.

For over 20 years, Lawrence has worked exclusively in non-profit healthcare. He spent nearly 12 years at one of the nation’s largest non-profit healthcare systems before joining Baptist Health 3 years ago.

At Baptist Health, Lawrence leads marketing efforts across 12+ hospitals and 250 access points. He focuses on data-driven insights, brand building, and multi-channel marketing strategies to connect with customers at every stage of their healthcare journey.

Check out Lawrence Montgomery III's thoughts on data-driven marketing and brand strategy

When it comes to his view of the role of AI in marketing, Lawrence shares:

"AI can be very helpful in the marketing space. As we as a society produce more and more data, it's already gotten to the point where we can't filter through all that data."

Lawrence Montgomery III Tweet

He also reveals why brand investment is crucial:

"You could stop all brand work, and you might not see a dip immediately in your revenue. But if you're not investing in your brand, you're shooting yourself in the foot."

Lawrence Montgomery III Tweet

Lawrence also shares how he creates effective marketing campaigns:

"Orchestrating the combination of touch points that's gonna be most advantageous with the right messages to move people to the action that needs to happen."

Lawrence Montgomery III Tweet

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