Episode 30: Northwell Health's Successful Rebranding with Mr. Ramon Soto

Episode Summary

In this episode, John Marchica speaks with Mr. Ramon Soto, Northwell Health’s Chief Marketing and Communications Officer. Mr. Soto came to what was formerly known as the North Shore-Long Island Jewish Health System after several years of unsuccessful deliberations on how to rebrand the system. In the interview, he touches upon how marketing is much more than “what looks good” and how to use marketing analytics as a driver to becoming a more consumer-centric health system.

Episode Notes

In this episode, John Marchica speaks with Mr. Ramon Soto, Northwell Health’s Chief Marketing and Communications Officer. Mr. Soto came to what was formerly known as the North Shore-Long Island Jewish Health System after several years of unsuccessful deliberations on how to rebrand the system. In the interview, he touches upon how marketing is much more than “what looks good” and how to use market analytics as a driver to a more consumer-centric health system.
Here are some of the interview highlights:

• The thought behind Northwell Health’s recent rebranding strategy
• How Northwell Health uses marketing analytics to understand customer needs
• Using storytelling to stand out in the highly competitive market of New York

Speaker Bios
Ramon Soto is a skilled marketing executive with deep healthcare and financial services experience. Ramon is the senior vice president, chief marketing and communications officer for Northwell Health. He is responsible for the development and execution of Northwell’s brand strategy, as well as for all aspects of marketing and communications including public relations, digital engagement, strategic marketing, clinical marketing and customer acquisition. Ramon was formerly the chief marketing officer for Magellan Health, a healthcare services company focused on the unmet needs of individuals in the fast growing, highly complex and high cost areas of healthcare. Prior to Magellan, Ramon was a senior vice president with Aetna, managing the commercial marketing function for the Aetna enterprise. In 2006, Ramon was admitted into Yale School of Management’s MBA program for executives. Ramon is also a graduate of GE Capital’s Leadership Interchange, a high potential manager training program. He is Six Sigma certified, was awarded a U.S. government patent for co-development of GE Capital’s product development process and was an instructor at GE’s Small Business College. Ramon received his B.A. from the State University of New York at Binghamton in 1988.

John Marchica is a veteran health care strategist and CEO of Darwin Research Group. He was the founder and CEO of FaxWatch, a leading business intelligence and medical education company and two-time member of the Inc. 500 list of America's fastest growing companies. John is the author of The Accountable Organization and has advised senior management on strategy and organizational change for more than a decade. John earned his B.A. in economics from Knox College, an MBA and M.A. in public policy from The University of Chicago, and completed his Ph.D. coursework and doctoral exams in clinical epidemiology and health economics at The Dartmouth Institute for Health Policy and Clinical Practice. He is a faculty associate in the W.P. Carey School of Business and the College of Health Solutions at Arizona State University.

About Darwin Research Group
Darwin Research Group Inc. provides advanced market intelligence and in-depth customer insights to health care executives, with a strategic focus on health care delivery systems and the global shift toward value-based care. Darwin’s client list includes forward-thinking biopharmaceutical and medical device companies, as well as health care providers, private equity, and venture capital firms. The company was founded in 2010 as Darwin Advisory Partners, LLC and is headquartered in Scottsdale, Ariz. with a satellite office in Princeton, N.J.

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