Beyond Healthcare: Northwell Health’s Ramon Soto (Yale SOM ’08) on Embracing Purpose and Driving Change

YCCI hosted Ramon Soto, Chief Marketing Officer of Northwell Health, as part of the Colloquium on Marketing Leadership series. Ramon, a Yale SOM alumnus, offered a powerful glimpse into the transformative potential of purpose-driven healthcare marketing. Soto shared his career journey with current Yale SOM students—one marked by resilience, pivotal insights, and a commitment to making healthcare marketing about more than just transactions.

Finding His Voice and Purpose in Marketing
Soto’s path to marketing leadership wasn’t linear. He described himself as a marketing "late bloomer," not having studied business in undergrad and discovering his passion for marketing only after diving into the field at an ad agency and finding the courage to speak up. He recounted a defining moment early in his career when he challenged a client’s misinterpretation of data—an act that earned him praise and opened doors to future leadership roles. This courage to speak his truth, he said, became foundational in his career.

Embracing Business Fluency
One of the biggest shifts in Soto’s career occurred at GE, where he learned that true marketing leadership requires more than just marketing acumen; it demands a deep understanding of what Soto calls “the language of business” – a bigger picture understanding of what is important to your organization, what’s culturally relevant, what do consumers think and care about? Soto emphasized the importance of becoming a “business leader first and a functional leader second.” This mindset reshaped how he approached his role, compelling him to always connect his expertise in marketing to the broader goals and direction of the organization.

Rebranding Northwell: A Purpose-Driven Approach
When Soto joined Northwell Health, the healthcare system was ripe for a rebrand—an opportunity he eagerly embraced. He quickly recognized that healthcare branding often focuses narrowly on services or rankings, without tapping into the more profound and personal aspects of health that matter to consumers. Soto’s vision was to create a purpose-driven brand that resonated deeply on societal issues that affect public health. To achieve this, he launched Northwell Studios, a media initiative that brings compelling stories to life—from the intense realities of emergency room care to journeys in mental health recovery. By partnering with streaming giants like Netflix and Hulu, Northwell Studios became a powerful vehicle for highlighting issues such as anti-gun violence, expanding Northwell’s impact far beyond traditional healthcare transactions. This emphasis on storytelling and purpose not only elevated Northwell’s message but also connected with consumers on a deeper level, leading to significant traction with audiences and increased levels of consideration.

Leading with Purpose and Listening
For Soto, leading change requires balancing the urgency to act with the patience to listen. In his early months at Northwell, Soto made it a priority to understand the needs and concerns of all stakeholders, a strategy he likened to running a political campaign. His approach laid the groundwork for a successful rebrand, which launched within months—a feat previously thought unachievable.
Reflecting on his journey, Soto shared that his mission isn’t just about advancing his organization but about redefining healthcare itself. As Soto noted of Yale SOM, “This school is for business and society—we can’t forget the society part.” In a field often dominated by numbers and outcomes, Soto's story serves as a reminder of the powerful role purpose can play in transforming not only a brand but an entire industry.

Interested in a speaking opportunity at Yale SOM? Reach out to us at ycci@som.yale.edu.