W2O is continuing to strengthen and expand its West Coast team to support a growing roster of clients across the health ecosystem, from biotech to health tech. The most recent addition is Adrianna Hosford, Managing Director in the Los Angeles office. In this blog interview, I’m excited to share insights into what brought Adrianna to W2O and what she sees for the LA team and the future of health communications.
Please note that we are hiring at all levels on the West Coast! Join us in shaping the world of healthcare through marketing and communications.
Mike Nelson: What drew you to W2O?
Adrianna Hosford: I was drawn to W2O by its excellent reputation for being an analytics-driven, digital-first agency. My experience in brand reputation and storytelling, combined with my passion for digital health, fits perfectly at a digital-first agency serving today’s leading health brands.
MN: What is your vision for W2O Los Angeles?
AH: Like the rest of W2O, our team throughout the Los Angeles/Southern California region is filled with phenomenal professionals who are top experts in health communications and marketing. My vision for our Los Angeles office is to achieve double-digit growth in 2019 in terms of new talent and new clients. To date, we’ve doubled the size of the office from a talent point of view and recently relocated to a modern office space in Playa Vista, the heart of Los Angeles’ creative and digital agency community. I am fortunate to be closely working with and learning from W2O’s most senior leaders from across our network and look forward to bringing our collective experience and expertise to new clients in the region.
MN: What insights can you share about the health market in Los Angeles?
AH: Early in my career, when I worked with the design arm of a luxury car company, I learned that big brands tested products in Los Angeles because it’s the least “brand loyal” of the major U.S. markets. This stuck with me. For a brand or organization to compete in L.A., it must stay relevant to earn our hearts and minds.
Additionally, Los Angeles has been at the forefront of health, wellness and popular culture for decades. The city is home to entrepreneurs, artists and dreamers, athletes and those willing to challenge the status quo. We are willing to let go of ideals that no long suit us and/or adopt new ones that do. For all these reasons, coupled with more Silicon Valley companies opening L.A. headquarters, this region is fast becoming a digital health, wellness and technology epicenter. W2O sits at the intersection of health, digital and analytics-driven cultural insights, making it an ideal agency partner in this market and beyond.
MN: Where do you see health marketing/communications heading?
AH: Health is on the verge of major disruption and, in some places, it’s already started. As we’ve seen across many industries, technology has the potential to reimagine everything. The right technology can influence and improve the entire health journey, from virtual doctor’s visits to personalized medicine and nutrition, to digital tools for managing everyday health. Brands like Amazon, Google and Facebook are using their consumer-centric approach to transform the health and wellness journey, while established healthcare brands are also providing digital health solutions. It’s an exciting time for the health market. Our work revolves more around the patient than ever, and I look forward to supporting those who will ultimately win the hearts and minds of patients and health-minded consumers.
MN: What is the biggest challenge in health communications?
AH: Health communications and marketing is constantly changing. Good agencies are on top of trends. Great agencies predict trends before they happen. W2O’s unmatched analytics approach allows us to see and hear changes before others, so we can help our clients see around the corner.
MN: What does your typical workday look like?
AH: There is no typical day at an agency. Some days, I feel like a warrior, while other days, I definitely don’t. I strive for as many warrior days as possible.
MN: What gets you up in the morning?
AH: I am relentless about delivering an amazing client experience and helping clients solve problems. I love coaching scientists and physicians on making their science digestible, relatable and sharable, and helping clients earn their reputation and stay relevant.
When it comes to talent, I am focused on mentoring next-gen leaders and creating a culture of professional and personal growth. I value work-life integration and want to create an atmosphere where everyone can be their best, authentic self at work.
MN: Who is someone in the industry you admire and why?
AH: I admire Fran Hauser, digital leader, angel investor and author of “The Myth of the Nice Girl,” a refreshing take on how to use “niceness” as your superpower. Fran is a great storyteller who shares the professional successes and failures that shaped her authentic leadership style. I highly recommend reading or listening to her book.
MN: What are some of your greatest career accomplishments?
AH: My greatest career accomplishments are my professional relationships. I invest in long-term relationships with clients and colleagues. I am proud to have known and worked with many of my closest professional colleagues and clients for a decade or more – in an industry with an average 24-month turnover rate.
In my personal life, I have two great accomplishments: my two sons, whom we are raising as both feminists and gentlemen. They already possess thoughtful minds who see and experience the world in an entirely different way than my childhood generation. They give me hope and confidence in the future.
Key Facts about Adrianna
- Diverse experience helping healthcare and other brands build reputation by earning permission and trust with media, consumers and other stakeholders
- Joined W2O from Ketchum, where she spent 13 years in roles of increasing responsibility, including leadership of the West Coast Reputation Practice, and created Ketchum’s “Digestible Science” platform to translate complex information into compelling, shareable stories
- Began her career at The Brower Group, a boutique integrated marketing agency
- Graduate of Chapman University