In the weeks leading up to our second annual ATLAS event, we will feature patient access and experience-related posts from some of the thought leaders and contributors to this year's content.
This week we spotlight John Englehart, Chief Marketing Officer at Hospital for Special Surgery (HSS), a world leader in orthopedics, rheumatology and rehabilitation. HSS is nationally ranked #1 in orthopedics, #3 in rheumatology and #7 in geriatrics by U.S. News & World Report.
A revered marketing expert, John spent the first 20 years of his career at Ogilvy & Mather and other marketing firms, including 10 years based in Asia and five in Europe managing offices, regions, and service to a variety of prominent brands. As President of an Omnicom-owned innovation firm, he originated the ‘Tribute in Light’ 9-11 memorial in New York City on behalf of Consolidated Edison, the electric utility company.
During his session at ATLAS, "Reverent Irreverence: A Brand Experiment in Transforming Access", John will explain how HSS successfully adopted a different, consumer-focused path to build preference and access by borrowing non-obvious lessons from brands as varied as American Express and Pepsi, evolving its brand from "what it does" to "what it means", and harnessing affinity and technology in unprecedented ways to build competitive advantage.
To get our attendees prepared for the tremendous marketing insight John will bring to ATLAS, we asked John 10 questions on how a health system's successful digital strategy translates into improved patient access, greater patient experiences, and ultimately - better care.