marketing with a mission
Story by Susan O'Connor, Photo by Dero Sanford

As someone who has been deeply involved in worthy causes since her college days, it is perfectly apropos that Laura Pickens’ career as a marketing executive is in the field of healthcare.

Pickens is vice president of marketing/pubic relations at St. Bernards, a position she has held for two years. Previously, she was director of marketing for Healthcare Medical Group (HMG). She has been in the field for nine years.

A native of the tight-knit community of Winona, Miss., Pickens credits her parents with instilling the value of community service. Her resume, she points out with a smile, has a longer list of philanthropic efforts than work history.
“People ask me why, but I enjoy it — I really do,” she said. “I feel like I have a normal life, but I am very involved. A lot of the things I’ve just stumbled upon over the years.”

While a student at Ole Miss, Pickens received her first exposure to the good that is inherent in the healthcare industry.

“I served my sorority, Phi Mu, as public relations officer. Our philanthropy was Children’s Miracle Network, so we raised funds for LeBonheur Children’s Hospital in Memphis. We held an annual golf tournament and organized Phi Mu Olympics. It was so much fun and it benefited a very worthy cause, thus sparking my interest in healthcare marketing.”

But a life-changing experience in 2005 forever changed her view of healthcare. At the time, she was working for HMG.

“My mom called early one morning in a panic. They were rushing my dad in an ambulance to Jackson, Miss. My dad had had a heart attack. As soon as I arrived at the hospital, I immediately began looking for information, marketing materials of some kind to tell me that they were the best heart hospital in all of Mississippi. I only wanted the best for my dad.

“Since then, I have developed a whole new vision of healthcare marketing. I apply that daily to my position at St. Bernards. In every marketing campaign I try to think from the patient’s perspective and from a family member’s point of view — what they want to know and what they want to hear about the care their loved one will receive. We want them to know that they are in the absolute best place for the very best care at St. Bernards. The true significance of my position is that I help bring people in touch with services that affect their lives, and that sometimes save their lives!”

Pickens’ enthusiasm for St. Bernards is sincere, as is her support of Jonesboro. Her marriage to Paul Pickens in 1999 brought this Mississippi girl to Arkansas. They have two children, Caroline, 7, and John Paul, 6.

Her first job in Jonesboro was publications director and project coordinator for the Jonesboro Chamber of Commerce. She designed the website and revamped the newsletter into a magazine-style format. With a bachelor’s degree in design/journalism, Pickens was excited to use her design skills. It was the perfect introduction to her new hometown.

“With that job, you meet everyone in Jonesboro,” she said. “It was a great move for me. I got to know Jonesboro and Arkansas.”

Prior to her move to Jonesboro, Pickens was design administrator for Ferrell Properties in Memphis, where she managed revenues of more than $20 million for seven different developments, as well as being involved in the conceptual and design phase of exclusive properties. She also marketed homes for Ferrell’s developments using a Tennessee real estate license.

Her involvement here has been impressive and includes: Leadership Jonesboro, 2000; Outstanding Young Executive by NEA Business Today, 2007; president of United Way Board of Directors, 2008; Jonesboro Junior Auxiliary executive committee; St. Bernards Advocates board of directors; St. Bernards Women’s Advisory Council, past board member. Pickens is currently president-elect for the Arkansas Society for Healthcare Marketing and Public Relations, a division of the Arkansas Hospital Association.

It is clear, however, that Pickens has found her niche at St. Bernards. The mission and management style of the hospital fits well with her own values.
“St. Bernards allows me to align my goals, my beliefs and my mission in life — which is all about giving back and helping others. I consider it a privilege each and every day to work with some of the most talented, intelligent and most of all, caring people through St. Bernards employees, administration, members of the board of directors, sisters, volunteers and physicians. The St. Bernards culture of caring starts with top leadership — Mr. (Ben) Owens and Mr. (Chris) Barber — and is evident at every level.”

Pickens said she considers Dr. William Young, who hired her for her previous position at HMG, as her mentor.

“His philosophy of healthcare keeps me motivated. He says daily that it’s all about the patient, taking care of everyone who walks through our doors and returning them to good health. I enjoy working with a group driven by faith and focused on what is right for the patient and the community.”