With multiple locations in the San Antonio area, Baptist Health System is one of the premier hospital systems of south Texas. It’s also one of the largest with five acute-care hospitals, 1,753 licensed beds and state-of-the-art facilities and specialty treatments.

Located in a highly competitive marketplace, Baptist Health System chose to differentiate their hospitals by focusing on technological advancements with a completely different approach from their competitors. Instead of merely touting their technology achievements, the hospital launched two major initiatives: a news network to educate consumers about their facilities and treatments, and a customer app to connect patients to care quickly.

As Senior Vice President of Growth & Business Development for Vanguard Health Systems, and directly overseeing Baptist Health System, Jeff Cowart was a key driver of this new approach to consumer engagement. Responsible for brand positioning, marketing and public affairs of Baptist Health, Jeff demonstrated innovative healthcare marketing strategy that resulted in increased revenue growth for the health system.