Travels from Ohio, USA
Paul Matsen's speaking fee starts in range: $15,000 to $20,000
Deemed a “CMO You Should Know” by Advertising Age magazine, Chief Marketing Officer Paul Matsen has helped put Cleveland Clinic on the map as a destination hospital, attracting patients from over 100 countries and all 50 states. Since 2006, he’s been reinventing the medical facility’s public image through a combination of traditional, social, and digital media, making Cleveland Clinic one of most recognizable health care brands in the world.
After a successful 12 years doing marketing for Delta, Mr. Matsen transferred many of the airline industry’s digital web-based features to Cleveland Clinic at a time when web content and services were almost non-existent in the healthcare sector. Today, the clinic offers news stories and advice written by physicians on a daily basis through its original Healthhub as well as Facebook and Twitter.
Mr. Matsen’s innovation along with the teamwork he’s inspired have raised the center’s profile to the ranks of John Hopkins and the Mayo Clinic, garnishing a glowing endorsement from President Barack Obama and a contract with home improvement retailer Lowe’s to handle its employees’ healthcare needs nationwide.
Paul Matsen joined Cleveland Clinic in 2006. He is responsible for all marketing and communications programs at Cleveland Clinic including global development of the brand; marketing of key clinical lines of service, regional and international locations and digital marketing. Mr. Matsen also leads Cleveland Clinic’s Employee Communications and Public Relations departments.
Prior to joining Cleveland Clinic, Mr. Matsen was most recently the Executive Vice President and Chief Marketing Officer of Delta Air Lines. At Delta, his accomplishments included the launch of the airline’s first website, the launch of the SkyMiles frequent flyer program and the joint Delta/American Express credit card. He played a pivotal role in creating one of the leading airline alliances, SkyTeam, which included partners such as Air France, Continental and KLM Royal Dutch Airlines.
He was active in the Atlanta community, serving as a member of the Board of Directors for the Atlanta Convention and Visitors Bureau, Woodruff Arts Center and CARE, the international relief and development organization.
Mr. Matsen began his career in New York, working at a number of leading advertising agencies including Grey and Young & Rubicam. He is a graduate of Rutgers University, N.J.
Cleveland Clinic CMO Paul Matsen hits on some key dos and don’ts in the advertising world, even when it comes to spearheading the public relations of a health center. “Growing our brand through other types of communication has become increasingly important,” he explains why world class medical facilities needs marketing, too. “We have lots of hospitals competing for the same complex cases we want to bring here to northeast Ohio.”
He emphasizes how everyone working at Cleveland Clinic made a commitment to fulfilling all promises and services that would be featured in its marketing campaigns prior to finalizing and launching the campaign content. “Nothing kills a bad product faster than good advertising,” Mr. Matsen cites an adage that is often repeated in his industry. “Because we can make the phone ring, but the question is, is there anyone to answer it and give the appointment. So if we promised this and didn’t deliver, we would have been in a lot of trouble.”
Paul Matsen stresses the importance of creating brand awareness with potential patients before they need care. He notes that while most people are comfortable with their local doctor, there may come a time when they require more specialized attention from a national center like Cleveland Clinic.
As CMO, Mr. Matsen has positioned the health center through an extensive campaign that combines traditional paid advertising with digital informational videos and other interactive web content aimed at educating viewers on various medical topics. “So the whole idea,” he summarizes, “is to get consumers engaged in the Cleveland Clinic brand, find out who we are, and then in the future if they are facing a difficult diagnosis, for them to consider us as one of their first choices.”
Because Cleveland Clinic’s brand is known globally, its brand equity is highly valued. Mr. Matsen helps audiences identify the aspects of branding and shares how to build, manage and protect brand equity in an ever-increasing competitive marketplace. He also shares how patient and employee loyalty can be created and developed through marketing efforts and details how Cleveland Clinic established itself as an industry leader in healthcare digital and social media as well as media relations.
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