Healthcare and IT
Marketing Conference


Stephen Herskovitz
Director of Communications, Marketing and Education

Stephen Herskovitz is Director of Communications/Marketing/Education at Mass General Cancer Center. He has been a healthcare communications/marketing/education/research professional for close to 30 years. Working with virtually every player in the healthcare space — payors, patients, providers, pharmaceutical — Steve has developed strategies that help to change behaviors, influence attitudes, and create strong brands. Branding, positioning, messaging, and market research are some of his marketing areas of expertise; disease management, patient education, and CME are some of the tools he’s used to influence behavior; pricing studies, Advisory Boards, mock P&T committees have been used to understand attitudes to develop targeted strategies. Steve has worked for the University of Connecticut Health Center, VHA (including a start-up health plan), and Massachusetts General Hospital Cancer Center; he has had leadership positions at several NYC-based ad agencies — owned by EuroRSCG, DMB+B, and Interpublic, where he created divisions the focused on the payor and hospital markets as well as physician education. He has written extensively and has been an adjunct professor at Simmons University in Boston where he has taught a graduate course on “Healthcare Marketing”. Steve graduated from Brandeis University with a dual degree in Literature and Politics (International Relations, with a focus on Russian and Chinese history and politics).