Could your doctor's office be just a few clicks away?
In this episode of Frontier CMO, host Josh Spanier sits down with Will Flaherty, SVP of Growth at Ro, the digital healthcare platform rethinking not only how care is delivered but how it's marketed. Will explains how Ro earns trust in one of the hardest categories to market, why the brand rejects fear-based messaging in favor of uplifting human stories, and what it took to put Serena Williams at the center of a Super Bowl campaign. He also shares how Ro erased the line between brand and performance, why clinicians sit inside the creative process, and how a little weekend AI tinkering can spark big ideas for the business.
Tune in for a master class in marketing when the product you're really selling is trust.
00:00 – Introduction: Will Flaherty, SVP of Growth at Ro
01:00 – Reinventing Healthcare Through Digital Access
03:20 – Building Trust in Healthcare Marketing
05:00 – Ro’s Challenger Brand Marketing Playbook
06:00 – Blurring the Lines Between Brand and Performance Marketing
07:30 – Bringing Medical Experts Into the Creative Process
09:20 – Designing for a Mobile-First Consumer
10:15 – How Ro Uses AI to Drive Marketing Decisions
11:50 – Redefining Growth Beyond Customer Acquisition
12:45 – Using AI to Empower Marketing Teams
15:10 – Serena Williams and the Power of Authentic Storytelling
16:05 – Measuring Super Bowl Campaign Success and Long-Term ROI
17:15 – Career Lessons from SeatGeek, Rent the Runway, and Ro
19:00 – Embracing AI as the Next Major Platform Shift
20:45 – Signal or Noise: The Future of Healthcare
21:45 – CMO Download: Podcasts, Search, and YouTube
23:05 – Three Key Takeaways for Marketers
