In a hospital, everyone ultimately works towards the same goal: the best patient care. This includes communication.

In Spot On, we're happy to introduce you to our professionals. This time, we're featuring Hubertien Huurman, Marketing & Communications Manager at Deventer Hospital.

“The marketing thinking from the agency world can add a lot to healthcare.”

After thirteen years of office work, Hubertien consciously chose healthcare. Through Babbage, she started working at Deventer Hospital. Why this move, and how does she maintain her fresh communication perspective in healthcare? She's happy to tell you more.

A solid foundation on the desk side

Hubertien began her career at a publishing house and quickly transitioned to the agency side, where she worked for thirteen years. "I started there as a consultant, became a manager, and eventually became part of the management team." Always with one foot in strategy and the other in practice.

A 'what if' thought becomes reality

As happens when you're in a good place, you sometimes wonder, 'What would I want if I didn't work here anymore?' "I didn't want to just leave the office, but I did have one specific role in mind: Marketing & Communications Manager in a hospital. A hospital is rich in content, socially relevant, and complex all at the same time."

She's lived in Deventer for seven years and wanted to connect more deeply with the city and region. When a job opening came up through Babbage, it all clicked: a long-held desire and the need to make a difference locally. "An opportunity like this won't come around again anytime soon."

“The marketing thinking from the agency world can add a lot to healthcare.”

Why this role is such a good fit

As Marketing & Communications Manager, Hubertien is responsible for the hospital's strategy and positioning. She also leads a versatile team of seven colleagues. "Everyone does multiple things, each with their own focus. From spokesperson to patient communication, the work is very broad." It's precisely this variety that suits her. "I never wanted to be tied down to one discipline, but I find the breadth of the profession most rewarding. I'm constantly switching between strategic, tactical, and operational."

Besides content and relevance, there's something else she considers just as important: who you do it with. "In the conversations, I noticed how engaged and enthusiastic the team is and how pleasant the hospital culture is. That's just as important to me."

From many customers to one organization

The transition from agency to healthcare marked a clear change. While Hubertien previously worked for numerous clients, she now works for a single organization. However, there are also a wide range of developments at play within these organizations. "A tight labor market, an aging population, or digitalization—all aspects that healthcare also faces." For her, the biggest difference lies in the shared goal. In a hospital, everyone, regardless of their role, works towards the same goal: patient care.

At the same time, the pace is different than in a commercial environment. There are more regulations, a greater focus on safety and risk management. "Where I came from an opportunistic environment with the mindset of 'the sooner, the better,' I now maneuver more often within boundaries. Within this flexibility, I try to engage colleagues and inspire them to do things and take the plunge."

The biggest challenge: staying on course in the hustle and bustle of everyday life

The temptation is strong to focus solely on execution. Requests are constantly coming in, from press inquiries to internal communication issues. "We act as a kind of filter, constantly asking the same questions: who is it relevant for? How important is it? Are we adding value with this? That critical eye is essential to making a difference." This is also Hubertien's advice to other organizations. "Keep pushing yourself to stay sharp and curious. On your own, with your team, or with external help."

“The involvement I experienced was very valuable and pleasant.”

More than just mediation

Hubertien is positive about her experience with Babbage. "In a management role application process, you naturally go through several steps. The level of engagement I experienced was very valuable and enjoyable." Hubertien had the most contact with Rutger Severens, Senior Business Consultant at Babbage. "Rutger saw who I am and what I can do, and based on that, he matched me well with Deventer Hospital. He also checked in with me regularly, both during and after the initial recruitment process. This gives me that extra touch of engagement."

Committed, expert and driven. That is the basis of our work. As a professional within our network, you are the specialist who helps great clients.

Are you also looking for the next step in communication, marketing or content? Let's look together at where your strength lies.