Wharton Marketing Matters

How do you market healthcare in a way that builds trust?

Kate Metzinger, Vice President of Marketing and Physician Outreach at Piedmont Healthcare, discusses her transition from consumer packaged goods to healthcare, why authentic storytelling is more effective than statistics, how marketing can drive growth in a mission-driven organization, and how AI is helping improve both the patient and provider experience.

She also shares lessons on measuring marketing effectiveness, leading organizational change, and applying timeless marketing principles in one of the most trust-driven industries.

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Most brands compete against other brands. Liquid Death competes against entertainment.

Greg Fass, Vice President of Marketing at Liquid Death, joins Barbara Kahn and Americus Reed to explain how the company builds campaigns designed to “win the internet.” From hiring comedians and creators instead of traditional marketers to developing ideas in a writer’s room environment, Greg shares the unconventional approach behind one of the most talked-about brands in marketing.

They discuss why most people distrust marketing, how humor drives sharing, what brands can learn from entertainment, and the creative process behind some of Liquid Death’s most successful campaigns.
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Can a simple idea create an entirely new product category?

Mike Kurtz, Founder of Mike’s Hot Honey, shares the story behind transforming a homemade honey and chili pepper infusion into one of the most recognizable brands in the condiment aisle. Inspired by a memorable pizza experience in Brazil, Kurtz spent years refining his recipe before introducing the product through New York City’s pizza community. He discusses the power of word-of-mouth marketing, building an authentic brand, fostering customer advocacy, and scaling a business while staying connected to its roots. The conversation explores category creation, strategic partnerships, product innovation, and why community remains one of the strongest competitive advantages a brand can have.
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Rosalie Kennedy, Senior Director of Marketing at Athletic Brewing, discusses how the company helped transform non alcoholic beer from a niche category into a mainstream lifestyle brand. Rosalie shares how Athletic Brewing built cultural relevance around wellness, taste, and social connection, why authenticity matters in a crowded beverage market, and how changing consumer behavior is reshaping the future of beer. The conversation also explores category growth, brand positioning, distribution strategy, and how Athletic Brewing is thinking about younger consumers and evolving drinking habits. Hosted on Acast. See acast.com/privacy for more information.

Chad Stubbs, Chief Marketing Officer of Ferrero North America, joins Barbara and Americus to discuss how large-scale campaigns, cultural relevance, and innovative marketing strategies—from Super Bowl ads to viral brand moments—are used to build iconic brands and drive consumer engagement. Hosted on Acast. See acast.com/privacy for more information.