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Wednesday, October 28 • 8:30am - 9:15am
"Reverent Irreverence: A Brand Experiment in Transforming Access"

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Hospital for Special Surgery is the world's largest academic medical center focused on musculoskeletal care. While HSS is nationally ranked #1 in orthopedics and #3 in rheumatology, as a relatively small, independent non-profit its conventional marketing capacity and access are competitively disadvantaged. A year ago they adopted a different, consumer-focused path to build preference and access. With a CMO new to healthcare, and borrowing non-obvious lessons from brands as varied as American Express and Pepsi, HSS is evolving its brand from "what it does" to "what it means". They are harnessing affinity and technology in unprecedented ways to build competitive advantage.

Speakers
avatar for John Englehart

John Englehart

Chief Marketing Officer, Hospital For Special Surgery
John Englehart has been Chief Marketing Officer at Hospital for Special Surgery since 2014.  He 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... Read More →


Wednesday October 28, 2015 8:30am - 9:15am
Washington Junior Ballroom The Ritz-Carlton, Boston Common, 10 Avery Street, Boston, MA

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