Can’t get enough hospital accounts?
Steve’s breakdown: We know some of you can’t get enough healthcare clients. Which makes sense cause you can have almost as many as you want. Here’s one in Georgia with a new CMO with 18+ years at P&G.
ATLANTA, GA: Former Procter & Gamble Co. executive Douwe Bergsma has been hired as chief marketing officer of Piedmont Healthcare, which operates 11 hospitals, 27 urgent care centers and more than 550 doctor offices across Georgia.
Bergsma rose to be marketing director of Pringles in P&G’s North America market during nearly 19 years with the Cincinnati-based maker of consumer goods (NYSE: PG), which sold the potato chip brand to Kellogg for nearly $2.7 billion in cash in 2012.
The year before that, Bergsma left P&G to become the first chief marketing officer of Atlanta-based Georgia-Pacific, which manufacturers and markets tissue, pulp, paper, packaging, building products and related chemicals.
“This is my first foray into health care, and I’m excited to join a forward-thinking organization like Piedmont, which places great importance on patient experience and satisfaction,” Bergsma said. “It is meaningful to me to work for a purpose-driven organization that is making a real difference and that gives back to the community. I’m excited to be part of a team that aims to create a destination with the best clinicians and a patient-focused, one-of-a-kind experience.”
Bergsma worked in marketing at P&G’s headquarters in Cincinnati for a dozen years, from 1999 until 2011. He was marketing director for P&G’s team that worked with the Ahold grocery store chain for three years. He became marketing director for P&G’s Drug and Dollar channel retailers in 2002, and in 2006 he was promoted to marketing director of Pringles for P&G’s largest market.
He joined P&G as a brand assistant in Hair Care in 1992 in Rotterdam, Netherlands. Bergsma became an assistant brand manager for fabric softeners in 1993, a brand manager for cleaning in 1995 and P&G’s trade and consumer marketing manager for the Netherlands in 1996.
Originally from the Netherlands, Bergsma is a graduate of the Faculty of Economics & Business at the University of Groningen.
Atlanta-based Piedmont Healthcare noted that it publishes unedited patient reviews on physician profiles and that through its 2019 fiscal year patients had self-scheduled nearly 200,000 appointments with the system’s medical providers.
“With his high-level experience, Douwe will continue to lead us to greater connections, creativity and success in an area in which Piedmont has been a national leader,” said Kevin Brown, CEO of Piedmont Healthcare. “Our industry is incredibly complex and competitive, and Douwe will help us to help our patients navigate those challenges.”
Bergsma is on the board of directors of the Association of National Advertisers. He also is the new dean of the Brand Marketers Academy at the Cannes Lions School, which aims to develop 30 of the best marketers under 30 years old from around the world during the Cannes Lions Festival of Creativity every summer.