Client Profile

Ginger CockeOrganization: Baptist Health Systems

Client since: 1984

Representative: Ginger Cocke, Director of Corporate Communications

About the organization: Baptist Health Systems is the parent company of Baptist Medical Center, The Mississippi Hospital for Restorative Care, Baptist Medical Center Leake and a number of related healthcare services and programs. Baptist Medical Center is a well-known and respected destination for healthcare, treating patients from all 50 states and the District of Columbia. Annually Baptist has patients from all 82 counties in Mississippi. From its beginnings in 1908 as Jackson’s first hospital, Baptist has continuously provided quality, compassionate, Christian-based medical care. A 15-member Board of Trustees, consisting of local business leaders, physicians and clergy, governs Baptist. Its medical staff includes approximately 500 board certified physicians representing more than 50 medical specialties. HealthGrades has listed Baptist among “America’s 100 Best” hospitals in orthopedic surgery, joint replacement and general surgery.

What do you find most rewarding in your business?

Getting to really help people is rewarding. Most people don’t want to go to the hospital, so when we can make their entry into our facility easy, provide world-class care, seamless technology and a positive outcome in a faith-based environment, what could be better?  I know that doesn’t happen every time, but I do know that the people I work with every day are doing their very best to make that happen.

What do you like to do when not working?

Travel. For many years now, I’ve been known to take an extended vacation out of the country every two years. I used to say it was the only way I got away from the phone and email, but times are changing.

What are Baptist’s greatest marketing challenges?

The people of our state are very fortunate. There is excellent healthcare available here. The Jackson area has more than five competing facilities, which is unheard of today in a metropolitan area our size. The greatest challenge I deal with daily is how to distinguish Baptist from the other facilities. I know that Baptist is the best and I want everyone else to know it, too. My entire 44-year business career has been involved in public relations and marketing. The challenge has always been to find the best communication medium to tell the story. I will confess I started with a typewriter and print advertising. Today there are so many mediums targeting multiple segments of the population, it is a challenge and the dilemma is in knowing which ones to pick.

How do you get your news?

I read printed papers every day. And I watch the local nightly TV news.

Do you use social media?

I think I “know” more about social media channels (Facebook, Twitter, etc.) than I actually use them.

What’s on your reading list right now?

I wish I could say something real deep, but in reality it is The Heist and The Chase by Janet Evanovich.

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