"The boring spot in healthcare is taken," says Nicole Baxter, Chief Brand Officer at HCA Healthcare. She shows up every day with bold brand ideas that move healthcare beyond the sea of sameness. We sat down with Nicole for a candid, high-energy conversation on what it takes to build a great brand from the inside-out.

Nicole shares her career story from Canadian roots to becoming one of the most visionary brand voices in the industry. She shares how brands like Snoop Dogg, the WNBA, and even Wonder Bread shape her thinking—and why innovation, risk-taking, and emotional relevance are non-negotiables in today’s healthcare landscape.

From internal engagement to external impact, Nicole reminds us why listening deeply, leading with empathy, and saying “yes” to crazy ideas might be the best branding strategy of all.

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