Ramon Soto, Chief Marketing and Communications Officer of Northwell Health, built the "Raise Health" movement by galvanizing 100,000 employees before going after the external audience — an inversion of how most enterprise brands sequence a launch. He and Scott Goodson, Founder and Chairman of StrawberryFrog, join Greg Kihlström to break down what that actually required.
A movement starts inside, not in market. Soto discusses why aligning a 100,000-person workforce around a shared purpose changed the strategic approach to everything that ran externally.
Purpose has to become operating behavior. Policies, decisions, and frontline authority are what make a brand promise credible — or expose it. Goodson and Soto weigh in on closing the gap between what a brand says and how it behaves.
Streaming series as brand infrastructure. We discuss why Northwell put content on Netflix and HBO instead of buying more healthcare advertising, and how they kept it from reading as branded content.
The revenue case for movement-based marketing. We discuss drawing a credible line from purpose-driven activity to $3 billion in net new annual revenue and market leadership in one of the most competitive sectors in the country.
---------- Resources ----------
Strawberry Frog: https://www.strawberryfrog.com
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