Former CHI Memorial CEO Jim Hobson recently took the helm of media and content company True North Custom, which focuses on the health care industry.
His background gives him insight into connecting with the business' customers, he said.
"Having led health care organizations of all sizes—from small hospitals to large, integrated health systems—I understand how to connect our clients’ business goals to successful marketing strategies," he said.
A Chattanooga resident, Hobson has served on the company’s board of directors since 2015 and brings three decades of health care leadership experience to True North Custom.
Hobson’s tenure includes leadership positions at Methodist Hospitals of Memphis, Bristol Regional Medical Center and Phoebe Putney Health Systems in Albany, Georgia.
He has also served as president of the Chattanooga Area Hospital District and chair of the Hospital Alliance of Tennessee. He also serves on the Chattanooga Chamber of Commerce’s Executive Committee and on the United Way board. In addition, he is a member of the Rotary Club of Chattanooga.
Hobson has seen the industry evolve, and he said it's a pivotal time for health care organizations, which need strategic partners to reach goals.
One shift that's taken place in the industry is that individuals are taking more control and gaining more insight into their own health, he said.
"Health care delivery systems are becoming more engaged in helping inform, engage and participate in [patients'] experiences," he said.
Changes in the health care industry, such as the Affordable Care Act, provide a unique opportunity for a company like True North Custom, he also said.
"We have some of the most sophisticated capabilities in the market to help [customers] identify patients in communities at various levels of health risk and help them more effectively communicate with the patient population," he said.
And although the company sometimes stays under the radar, it's been in the community for nearly 30 years, he said.
It does business nationwide, but the company is committed to Chattanooga, Jason Skinner, the company's chief marketing officer, said. And leaders look to give back to the community as much as possible, he also said.
Hobson agreed that the Scenic City is a great place for business.
"The energy and vibrancy of the entrepreneurial activity, some of which is directly related or tangential to health care ... Those are all fun and exciting things to be a part of," he said.