Some hospital marketers are obsessed with control. You probably know one or two like that, more's the pity.
"Stop interrupting!" they tell their organizations. "We're working our plan and we know what's best for you!"
Anything outside that neatly packaged world view becomes an imposition, a ripple on the quiet millpond of reality. "He LEADS" is never said about marketing control freaks because they're never Listening, never Engaging or Adapting, rarely Delivering Strategic Separation (I know that's 2 'S's.' Humor me.)
Having a plan is fine. Having an opinion is expected. An emphasis on control benefits neither.
LEADS means empowerment, not control. The best ideas, not MY ideas. Teaching, not telling. Learning, not arguing. Listening, not talking. 'We,' not 'I.' All of us are smarter than one of us.
Try to be the marketer about whom it is always said "She LEADS." Everything else is just commentary.