Healthcare Experience Foundation Recruits the Organization's First Vice President of Brand

Pensacola, Fla. — May 1, 2026 — Healthcare Experience Foundation (HXF), an executive learning and development consultancy that coaches and trains more than 7,500 healthcare leaders, providers and staff across 600-plus American hospital systems, today announced the appointment of Kristoffer Poore as Vice President, Head of Brand. In this role, Poore will lead brand strategy, positioning, communications and marketing functions across the organization, reporting directly to the chief executive officer.

Poore brings more than 15 years of integrated brand strategy, creative leadership and change management experience to HXF, having developed +300 campaigns for more than 100 clients spanning healthcare, higher education, government and both B2B and B2C sectors. His work has earned over 500 industry recognitions, including ADDY Awards, Telly Awards, Webby Awards and PRSA Silver Anvil distinctions.

“Kristoffer brings an exceptional combination of strategic clarity, creative vision and deep healthcare expertise that will accelerate our mission to shape healthcare cultures and elevate the patient experience,” said Katie Owens, chief executive officer of Healthcare Experience Foundation. “At a moment when authentic brand meaning matters more than ever, Kristoffer’s ability to translate complex organizational narratives into compelling, integrated campaigns is exactly what our continued growth demands.”

Prior to joining HXF, Poore served as Director of Global Brand Marketing and Creative Strategy at Edelman DXI—the data, intelligence and performance marketing division of the world's largest privately owned communications firm. As Director of Global Brand Marketing, Poore was responsible for agency positioning across U.S., Canada, EMEA and Asia-Pacific markets. Earlier in his career, he spent 15 years at idgroup, a Certified B Corp, rising to Executive Vice President of Corporate Brand Strategy, Change and Transformation, where he oversaw more than 140 enterprise-scale rebranding and brand marketing campaigns and designed and co-facilitated over 200 corporate retreats and executive strategic planning sessions.

“Healthcare is one of the most human industries on earth, and the Healthcare Experience Foundation is doing essential work to ensure every interaction within it reflects that humanity. I’m energized by the focus of HXF's leadership to see the importance of building brand meaning that resonates the leaders, providers and patients whose lives we are working to improve.”

Kristoffer Poore, VP, Brand

In his new capacity, Poore will oversee brand strategy, executive communications and integrated marketing across HXF’s distributed team of nationally recognized healthcare executives and coaches. He will also lead positioning and content strategy for the organization’s expanding portfolio of intellectual property, professional development programs, resources and products.

Poore holds a Bachelor of Arts in Public Relations, Advertising and Applied Communication from the University of West Florida and holds a certificate in Appreciative Inquiry from Case Western Reserve University’s Weatherhead School of Management.

About the Healthcare Experience Foundation

The Healthcare Experience Foundation is a nationally recognized organization dedicated to improving the quality of care and healthcare delivery by transforming the experience of those who receive and deliver care. Founded in 2017, the Foundation brings together senior healthcare leaders, clinicians, and change agents to equip hospitals and health systems with the expertise, tools, and strategies needed to build stronger teams, elevate patient experiences, and drive lasting organizational transformation. Its work spans patient experience improvement, employee and physician engagement, culture transformation, and leadership development through coaching, consulting, and educational programs.