Within the newest episode of The Velocity of Tradition podcast, Linh Peters, chief advertising officer at Walgreens, joins Suzy founder and CEO Matt Britton to debate how she makes use of her private expertise to tell her management fashion and drive ahead a mission to offer well being care entry, assist and steerage to individuals in underserved communities.
Well being care is private, so it requires particular advertising methods. As an immigrant and refugee, Peters makes use of her personal story to steer with authenticity and empathy. From bringing localized well being care to underserved communities to leveraging a strong loyalty program, Peters faucets into the connection between information, expertise and the client expertise to create significant messaging.
As CMO at Walgreens, she is answerable for the imaginative and prescient, strategic course and efficiency of all advertising actions. Earlier than Walgreens, she efficiently redefined advertising for world-class manufacturers equivalent to Starbucks, Ulta Magnificence, Goal and Calvin Klein.
Stream the brand new episode under, hear and subscribe on Apple Podcasts or discover it on Spotify.
Key highlights:
- 03:39 – 05:56 – A Private Mission — As a refugee, Peters grew up in a supportive neighborhood who helped her household with housing, faculty, and navigating public companies. Because of her private story, Peters resonated with Walgreens’ mission to be the main supplier of localized well being care and well-being. When the chance got here up at Walgreens, Linh accepted the CMO job as a way to assist assist, and information individuals in underserved communities.
- 05:56 – 08:08 – Walgreens Well being Corners — Walgreens maintains a presence in each neighborhood, one in every of its key model differentiators. The corporate has almost 9,000 shops, and its pharmacists and retailer workforce members stay and work in these communities. The corporate additionally opened Walgreens Well being Corners to ease entry to well being look after individuals.
- 17:18 – 22:20 – Humble Beginnings — Peters was born in Vietnam, the place she lived together with her household till they immigrated to the U.S. within the ’80s. They left the nation on a cargo ship that made its approach to Hong Kong Harbor, the place they sat for about 5 months, residing on the boat till they have been allowed on land. From there a Lutheran church from Minnesota helped them to get to the U.S. This expertise formed Peters as an individual and enterprise chief.
- 22:20 – 24:32 – Linh’s Recommendation on Management — For Peters, being chief is about empathy, neighborhood and constructing relationships rooted in belief. She additionally believes in maximizing your voice, working strategically and at all times assuming constructive intent.
