Former Periscope chief executive Liz Ross has joined Minneapolis-based healthcare network Bright Health as CMO, effective November 30.
Founded in 2015, the healthcare network and its affiliates operate across 43 markets and 13 states in the U.S., offering various health plan products and clinical care delivery services.
Ross will be tasked with creating marketing strategy to accelerate Bright Health’s growth and diversifying its business with innovative use of content and media, a spokesperson explained. The spokesperson added that the network looks for candidates with diverse leadership experiences who are “leaders in their own right” and could “easily be CEOs elsewhere” when assessing candidates for such leadership roles.
“What drew me to Bright Health is their transformative, alignment-based model, which completely rethinks health care delivery to put the patient at the center of their own care,” Ross told AgencySpy, adding that such a model had attracted leadership from consumer-facing industries to complement health care specialists with a deep knowledge of the sector. “I’m excited to be part of this cross-disciplinary team who is bringing together learnings from so many different industries to create a novel consumer experience – one that’s simpler, more personal and more affordable.”
Near the beginning of 2020, Ross left her role as Periscope CEO after over four years on the heels of a round of layoffs at the Minneapolis-based agency. Months later, the agency made headlines around the industry when Periscope’s entire staff walked out to protest the actions of parent company Quad, which they said interfered in communications around Black Lives Matter.
Ross joined Bright Health with nearly 30 years of agency experience. Prior to succeeding as Greg Kurowski as Periscope CEO in 2015, Ross served in a series of leadership roles for IPG Mediabrands including chief marketing officer, following time as chief growth officer, U.S. for Digitas and Tribal DDB president. She explained that she would integrate aspects from her variety of advertising experience to evolve Bright Health’s marketing.
“At Bright Health, we are completely rethinking health care delivery to improve the consumer experience from end-to-end,” Bright Health president, CEO Mike Mikan said in a statement. “With her decades of experience crafting dynamic, consumer-centric campaigns, Liz will be a vital asset in accelerating our growth and bringing our model to more consumers and providers across the country.”
“It’s a really exciting time to be in health care. We all know that historically, health care has been slow to adapt to the needs of consumers. But recently, the consumer revolution has truly arrived to the health care space,” Ross said, attributing the evolution to the trend of talent joining the space from other industries.