In a Forbes Magazine post titled “Behind the Brand: CMO Paul Matsen On Cleveland Clinic’s Strides As A Global Marketer,” Jennifer Rooney explains how Paul Matsen has taken his experience from prior endeavors such as Delta Air Lines and worked to establish Cleveland Clinic as one of the most recognizable healthcare brands in the world.

From the use of digital, social and traditional media, Matsen's primary goal is to increase brand awareness and ultimately get “those who don’t even need its services yet -- but may someday -- to “get consumers to find out who we are and then in the future for them to consider us as one of their first choices.”

Read the full piece and watch the interview here.