Health Marketing Collective

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today's episode, host Sara Payne sits down with Mike Cronin, Cofounder and Chief Strategist at Verve, to explore the evolving landscape of creativity in B2B healthcare marketing. Mike, whose impressive résumé includes brand and campaign strategy for UnitedHealth Group, Blue Cross Blue Shield, Optum, and revered consumer brands like Harley-Davidson and Samuel Adams, brings a rare blend of creative vision and strategic rigor to his work. His fundamental belief? That creative work's purpose is to move people, not just fill space. In this conversation, Mike and Sara dive deep into how B2B health brands can move beyond “safe” ideas and unlock emotionally resonant, unforgettable campaigns—even within highly regulated and risk-averse spaces. They discuss why simplicity is a superpower, the importance of strategic “boxes,” and how marketing leaders can create environments where big swings are encouraged, not stifled. Along the way, Mike shares memorable stories from his work (including a campaign that fused Lizzo's “Good as Hell” into healthcare advertising), offers insight into the universal human truths marketers often miss, and outlines what separates teams that produce great creative from those that simply make noise. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of health care depends on it. Key Takeaways: Creativity Thrives Within Constraints: Mike challenges the conventional wisdom of “thinking outside the box.” He argues that true creativity is often unlocked not by limitless freedom, but by well-defined strategic constraints. It's within the confines of a focused brief—what Mike calls “the freedom of a tight brief”—that intelligent, emotionally resonant ideas emerge. Rather than aiming for “crazy” or “flashy,” the best creative is smart, intentional, and purpose-driven. Emotion and Human Truth are Universal, Even in B2B: B2B often gravitates toward rational benefits: cost savings, efficiency, or productivity. But, as Mike notes, even financial administrators and clinicians are humans first—they respond to messages that tap into universal emotions and experiences: hope, fear, dignity, and relief from frustration. Brands that connect on this human level, rather than just touting features and benefits, become memorable and meaningful. Strategic Alignment is the Key to Unlocking Great Creative: Teams that produce truly breakthrough work consistently prioritize strategy. When everyone is aligned on the core insight and brief, creativity can flow freely within those parameters. Conversely, weak or vague direction leads to “safe,” generic campaigns. Mike's experience shows that great creative always starts with a shared, sharp strategic foundation. Boldness is Essential for Breaking Through the Noise: Healthcare, especially B2B, often defaults to playing it safe (“everything's blue”)—but in a crowded marketplace, standing out is non-negotiable. Mike advocates for boldness that is grounded in the brand's truth and strategically anchored. The result: unforgettable, not just noisy, marketing. Leadership's Role: Foster Honesty, Empathy, and Trust: Leadership sets the tone for creativity and trust. Mike urges CMOs and marketing leaders to lead with clarity and honesty—eschewing “BS” and toxic positivity for real, truthful dialogue about challenges and opportunities. Teams (and audiences) respond to authenticity; when leaders call things as they are and create space for truth, better work results. Resources and Contact: Want to connect with Mike or learn more about Verve's approach to strategic creativity? Visit

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today's episode, we dive into a crucial yet often overlooked aspect of marketing: disability representation and inclusive messaging. Host Sara Payne is joined by Kelsey Lindell, founder of Misfit Media, a trailblazer in helping brands improve their disability representation in health, wellness, and social impact campaigns.Kelsey shares her personal journey and experiences, highlighting how advertising can unintentionally perpetuate ableism even in well-meaning campaigns. She emphasizes the need to rebuild trust with audiences that have been marginalized by traditional marketing narratives. Her new workshop series, "Shaping Perception," aims to educate marketing leaders on the nuances of inclusive and equitable advertising practices.Thank you for being a part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it.Key Takeaways:Understanding Bias in Advertising: Kelsey Lindell stresses the pervasive nature of ableism in advertising. Even campaigns designed to be inclusive often fall into language and visual traps that reinforce stereotypes. The discussion centers around recognizing and eliminating these biases to create genuinely inclusive messages.The Economic Argument for Inclusivity: Disability-inclusive advertising isn't just an ethical imperative—it's a business opportunity. Kelsey highlights the significant spending power of disabled individuals, stating their representation in advertising is starkly underdeveloped. Brands stand to gain by authentically engaging with this vast audience.Effective Workshops and Training for Change: Kelsey's workshops, like "Shaping Perception," offer foundational insights into effective disability representation. These sessions are essential for creatives across all levels, providing interactive experiences through real ad evaluations and strategic discussions on avoiding ableist narratives.Reframing Disability in Health Messages: In health care, empowering language often backfires with disabled and chronically ill communities. Kelsey advises replacing clichés with narratives that respect the lived experiences of individuals, focusing on allyship rather than unwarranted optimism, thus enhancing authenticity and connection.Frameworks for Inclusive Marketing: Kelsey introduces various models—medical, charity, and social—that shape how disability is represented. She advocates for the social model, which pushes for societal adjustments rather than "fixing" individuals, underlining the importance of building a society that accommodates all abilities.Explore Kelsey's insights and learn more about shaping marketing strategies that matter. Embrace the chance to make a real difference by understanding and involving one of the most overlooked yet impactful communities in today's marketing landscape. Join us in this essential journey toward greater inclusivity.[embed]https://youtu.be/mg-xVnaLUV8[/embed]Special Listener OfferAs a listener of The Health Marketing Collective, you can access Misfit Media's foundational workshop, Shaping Perception, on demand at a discounted rate—and get exclusive access to the upcoming Rebuilding Trust in Health Messaging session on May 8th.These workshops are designed for marketers who want to avoid unintentional harm, build inclusive campaigns that actually work, and earn trust with disabled and chronically ill audiences.Join Kelsey's Workshop! About Kelsey LindellKelsey Lindell is a disability inclusion advisor to marketing executives and creative teams...

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today's episode, we're thrilled to welcome Laura Cave, a dynamic health tech marketer known for her ability to bring healthcare products to market and breathe life into healthcare stories. Laura currently serves as the Chief Brand Officer at Paytient and is committed to enhancing the accessibility and affordability of healthcare. In their conversation, Sara and Laura discuss fostering a culture that is focused on activation, removing roadblocks, empowering teams, and nurturing innovation within organizations. With a rich background that includes pivotal roles at The Knot and Oscar Health, Laura offers invaluable insights into building environments where ideas swiftly transition into actionable outcomes. Thank you for being a part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: Defining Activation in Marketing: Laura Cave clarifies that true activation means making a business impact rather than performing marketing activities that lack measurable impact. It's about prioritizing actions that align with business goals and foster significant value creation. Learning from Past Roles: At The Knot, Laura learned the importance of community building and innovation without hefty advertising budgets. These skills have translated into her ability to drive growth and engagement in subsequent roles. Bridging Gaps with Innovative Solutions: Laura's experience at Oscar Health showcases the power of innovative solutions in healthcare marketing. By adopting a unique approach to incentivizing flu shots, Laura was able to influence behavior and generate positive health outcomes through charitable contributions. Building a Conversion Mechanism: Paytient's work with the m3p program illustrates the importance of creating direct conversion opportunities to measure marketing effectiveness. By simplifying the enrollment process for Medicare users, they not only helped consumers but also unlocked partnership and revenue opportunities. Embracing Change and Collaboration: To foster an activation-driven culture, Laura emphasizes the significance of embracing change, asking questions, collaborating across teams, and keeping a steadfast focus on solving real business problems. This mindset encourages innovation and efficiency, paving the way for growth and impact. [embed]https://youtu.be/13vIpnqlBXk[/embed] About Laura Cave Laura Cave is an experienced early-stage health tech marketer who excels at bringing healthcare products to market and healthcare stories to life. She is passionate about making healthcare more affordable and accessible for all. After 15 years as a proud New Yorker, she lives with her family in Columbia, Missouri.

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today's episode, we are joined by Hilary Mayer, Director of Client Strategy and Growth at Inprela Communications, to explore the intricate world of thought leadership in health marketing. Thought leadership is a cornerstone for many health brands aiming to rise above the noise in a crowded market, and Hilary is here to share her insights on building effective narratives that truly connect. With extensive experience working with leading names in healthcare, Hilary has developed impactful thought leadership platforms. Our discussion dives into common misconceptions about thought leadership, the importance of having a cohesive strategic message, and the tangible benefits of building a narrative that offers real value to audiences. Hilary discusses the common pitfalls brands face, such as lacking a documented thought leadership narrative and leaning too heavily on inward-focused messaging. She emphasizes the need for marketing teams to center their narratives around audience pain points rather than product features. We also delve into how brands can achieve internal alignment and maintain consistent messaging across channels to build trust and credibility. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: Strategically Anchored Messaging: Hilary Mayer highlights the importance of anchoring thought leadership efforts to a compelling and cohesive strategic message. Without this anchor, brands might end up spending resources on activities that don't yield meaningful opportunities or results. Audience-Centric Narrative: Successful thought leadership isn't about boasting company achievements or products. Instead, it's about addressing audience pain points and providing solutions within the larger industry context. This audience-focused approach helps in resonating with the market and building trust. Visibility and Value: A strong thought leadership narrative not only enhances brand visibility but also adds significant value by speaking directly to the audience's needs. This approach can lead to increased media opportunities and influence decision-makers considering your product offerings. Internal Alignment for Consistency: Building a thought leadership narrative fosters internal alignment, ensuring that all customer-facing teams communicate a unified message. This consistency across all touchpoints helps in establishing and maintaining trust with audiences. Adapting to Industry Dynamics: Thought leadership is not a static field. Brands need to continuously evolve their narratives to stay relevant, ensuring they adapt their messaging to resonate with current industry trends and conversations while staying true to their core problem-solution proposition. [embed]https://youtu.be/Uyx4GMucrsQ[/embed] About Hilary Mayer Hilary is a seasoned B2B marketing leader with deep expertise in messaging, brand strategy, and product marketing for healthcare, manufacturing, and technology industries. She currently leads sales and marketing for Inprela Communications, a storyshaping and PR firm, helping brands create, own, and spread ideas that reshape industries.

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence.In today's episode, we're talking about the transformative power of personalization in health care marketing with David Edelman, author of "Personalized: Customer Strategy in the Age of AI," and former Chief Marketing Officer at Aetna. As health care continues to evolve, understanding and implementing personalized customer experiences becomes critical, especially as AI begins to shape patient engagement and expectations.David brings his vast experience and insights into why personalization is not just a marketing tool but a necessary strategy in the healthcare sector. He shares his journey and the lessons learned during his tenure at Aetna, providing a blueprint for how healthcare organizations can adopt AI-driven personalization to revolutionize patient interactions and increase satisfaction.We're diving deep into the principles of personalization, the role of AI in customer experience, and how healthcare brands can balance between personalization and privacy. David also discusses how personalization is taking shape in both B2B and B2C spaces and how essential it is for companies to align their entire organization around customer experience.Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of health care depends on it.Key Takeaways:Personalization as a Necessity in Health Care: David Edelman emphasizes that health care's inherently personal nature makes personalization more crucial than ever. Patients' experiences are deeply personal, involving complex health and social factors, and brands must tailor interactions to their unique needs to be effective.AI's Role in Personalization: AI offers unprecedented opportunities for personalizing healthcare experiences. By using AI to manage, analyze, and learn from vast quantities of data, healthcare brands can deliver more relevant and timely engagements, enhancing patient satisfaction and loyalty.Balancing Personalization and Privacy: David discusses the importance of respecting privacy while implementing personalization strategies. Through secure data handling, clear consent processes, and thoughtful communication strategies, health care organizations can effectively balance personalization with privacy concerns.Company-Wide Customer Experience Initiatives: Personalization and customer experience strategies must be company-wide. David illustrates that a comprehensive approach involving all departments—from marketing to compliance—is necessary to ensure success in delivering personalized customer experiences.Education through Personalization: One practical application of personalization is educational—David shares how Aetna utilized personalized video experiences to educate consumers about their health plans, significantly reducing misunderstandings, improving customer satisfaction, and cutting down on support calls.Join us for these valuable insights and be inspired to drive change and innovation in healthcare marketing.

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today's episode, we are joined by Haley Deming to talk about the transforming role of LinkedIn in driving thought leadership and shaping healthcare conversations. As a strategic marketer at LinkedIn, Haley plays a crucial role in advising influential healthcare leaders on engaging effectively on the platform to drive meaningful industry change. With experience spanning from companies like One Medical to ClassPass, Haley brings a unique perspective to leveraging social media for healthcare innovation. Haley shares invaluable insights into how LinkedIn is emerging as a leading space for healthcare professionals seeking trustworthy engagement and collaboration. We explore the surge in healthcare-related conversations on LinkedIn, fueled by the pandemic, and how thought leaders are contributing to critical discussions on topics like mental health, clinician burnout, and more. Highlighting stories of professionals who have successfully harnessed LinkedIn for career advancement and influence, Haley underscores the platform's powerful role in connecting industry experts. Thank you for joining us on this episode of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of health care depends on it. Key Takeaways: The Rise of Thought Leadership: Haley Deming emphasizes the growing influence of thought leadership in driving change within the healthcare sector. Through LinkedIn, healthcare professionals foster dialogue on critical issues, establishing themselves as credible voices and influencing industry advancements. Engaging with Authenticity: Success on LinkedIn hinges on authenticity. Haley advises health professionals to leverage their expertise and authentic voices to contribute meaningfully to conversations. Authentic engagement fosters trust and cultivates a dedicated audience seeking reliable expertise. Strategic Community Building: LinkedIn facilitates a broad community of healthcare professionals, offering a holistic platform for innovation and collaboration. The diversity in roles, from clinicians to health administrators, enriches discourse and accelerates industry-wide advancements. The Role of LinkedIn in Career Advancement: LinkedIn is not only a hub for discussion but also a powerful tool for career growth. Haley shares inspiring anecdotes of healthcare leaders who have expanded their influence, secured career opportunities, and launched initiatives thanks to their LinkedIn engagement. Embracing Video Content: Haley highlights the significant impact of video content in engaging audiences on LinkedIn. She encourages healthcare professionals and brands to explore vertical videos as a means to humanize interactions and build authentic connections with their audience. [embed]https://youtu.be/u17BL819X5s[/embed] About Haley Deming Haley Deming is a strategic marketer and Community Manager at LinkedIn, advising expert thought leaders. With extensive experience in marketing at companies like One Medical, ClassPass, and 1stDibs, she partners with top voices in healthcare to impactful content creation and knowledge-sharing. Haley also founded a marketing consultancy, advising clients on social media, marketing, and content strategy. She holds an M.A. in Digital Communications and Branding from Johns Hopkins University and a B.A. in PR/Advertising and Business from Penn State University. Healthcare Execs to Follow: Albert Bourla (CEO, Pfizer), Vas Narasimhan (CEO, Novartis), Atul Gupta (CMO, Philips) & Roy Jakobs (CEO, Philips), Joanne Armstrong, CMO, Women's Health, CVS), Vanessa Broadhurst, (EVP, Johnson & Johnson) John Whyte (CMO, Web MD), Cristal Downing (Chief...

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. Today, in today's episode, Julia Steele Rodriguez joins us to discuss the critical role of Key Opinion Leaders (KOLs) in healthcare marketing. Julia, who led key teams in the breast and skeletal health division at Hologic, shares her vast experience in building and nurturing KOL programs across various med device companies. Throughout the episode, host Sara Payne and Julia discuss the intricacies of engaging KOLs effectively to enhance brand trust, communicate complex information, and foster both clinician and patient education. Together, they explore how to define what a KOL means within an organization, strategies for identifying and selecting the right KOLs, and the dynamics that make for a successful, long-term KOL partnership. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: Defining KOLs: Julia emphasizes the necessity of having a clear, shared definition of a KOL within an organization. Aligning on this definition ensures that everyone understands that KOLs are influential figures who can impact healthcare professionals and patients beyond their own organization. Identifying the Right KOLs: Strategies include researching publications, conferences, and professional societies to find those who are influential in their field. Julia stresses the importance of considering both objective data and subjective elements like personality and organizational fit. Fostering Long-Term Relationships: For KOL partnerships to be successful, they must be mutually beneficial. This involves understanding the KOLs' interests and ensuring they find value in the partnership, be it career development or influencing market innovations. Challenges in KOL Programs: Successful KOL partnerships require seamless internal processes, such as contracting and communication, as well as clear expectation setting and regular updates to maintain engagement and trust. Impact of KOLs on Marketing Strategy: Effective KOL partnerships can significantly influence healthcare marketing strategies, as evidenced by Hologic's success in advancing three-dimensional mammography as the standard of care. KOLs can powerfully advocate for policies, enhancing both market presence and healthcare access. This insightful conversation with Julia offers valuable perspectives on integrating KOLs into healthcare marketing efforts, underscoring their role in advancing organizational objectives and healthcare outcomes. [embed]https://youtu.be/oaAmR-Mk3zE[/embed]

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today's episode, Dale Bertrand joins us to dive into the transformative role of AI in marketing as we look towards 2025. As the founder of Fire and Spark, a digital marketing agency, Dale brings a wealth of expertise in AI, stemming from his grad school studies and extensive experience in consulting and educating marketing professionals on leveraging technology. Dale and our host, Sara Payne, explore the philosophy of using AI to enhance the quality of work rather than simply to replace it. They discuss the pitfalls of over-automation and scenarios where AI can creatively assist in ideation without falling into the trap of lowering output quality. Dale also examines the challenges of adopting AI while maintaining trust, and provides insightful predictions on how AI will reshape the way consumers find products and services. We're diving into: The philosophy of enhancing work quality through AI rather than replacement, Cautionary tales of AI over-automation, Creative versus erroneous utilization of AI hallucinations, Trust factors and skepticism in AI adoption, Strategic prioritization of marketing channels and budgets in light of evolving AI capabilities. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: Quality Over Efficiency: Dale emphasizes the importance of leveraging AI for enhancing the quality of work instead of merely automating tasks to save time. By spending equal time but improving output, marketers can achieve more comprehensive, attuned, and impactful results. This approach defies the conventional productivity-efficiency narrative around AI, highlighting the essence of producing superior work. The Danger of Over-Automation: AI can make significant errors, often referred to as hallucinations. While these can be creatively beneficial in brainstorming scenarios, Dale warns against relying on AI for fact-based tasks, such as generating factual content, due to the risk of misinformation. This distinction between creativity and factual accuracy is crucial for effective AI utilization. Trust in AI Adoption: Skepticism around AI often stems from concerns about data misuse by vendors, unauthorized employee usage, and exaggerated promises from AI solutions. Dale advises marketing leaders to navigate this skepticism by carefully evaluating technologies, fostering the right skill sets, and ensuring responsible deployment of these tools to harness their full potential without falling prey to unrealistic claims. Future of Consumer Search Behavior: Dale predicts a bifurcation in search platforms—traditional searches like Google for decision-making and purchase decisions, and generative AI platforms like ChatGPT for information inquiries. As consumers increasingly use these generative engines for detailed, conversational queries, marketers need to start paying attention to this shift and prepare to adapt their visibility strategies accordingly. Strategic Budget Allocation in 2025: With budgets tightening, Dale recommends that marketing leaders focus on maximizing tangible impacts on business metrics. This involves not only optimizing for measurable channels but also starting to gauge the shift towards generative AI search platforms. By asking relevant questions and preparing for visibility on these platforms, organizations can stay ahead as consumer behaviors evolve. For more insights and to connect with Dale Bertrand, join him on LinkedIn where he shares daily thoughts on AI and SEO. Thank you again for...

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today's episode, Sara Payne is joined by Jon Austin, a crisis management expert, to discuss a deeply sensitive issue: the tragic killing of UnitedHealthcare CEO, Brian Thompson, and what it says about trust in our healthcare system. All of us at Inprela Communications extend our deepest condolences to the family, friends, and colleagues of Brian Thompson. Focusing on trust, Sara and Jon dissect the findings of the 2024 Edelman Healthcare Trust Barometer and discuss strategies for rebuilding trust in the healthcare sector amidst growing challenges. We look at the factors contributing to the erosion of trust– misinformation, fragmented media, and the often confusing communication strategies employed by healthcare institutions–and the need for systemic improvements and genuine relationship building to regain public confidence. Jon offers insights into effective crisis management, highlighting the importance of having up-to-date plans and the ability to communicate transparently during testing times. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: Erosion of Trust & Misinformation: The 2024 Edelman Healthcare Trust Barometer reveals a significant decline in trust due to the pervasive influence of misinformation and contradictory medical recommendations. Sara and Jon discuss how these elements challenge the integrity of healthcare communication and the imperative need for tackling these issues head-on. Clear Communication: Jon Austin underscores the critical role of clear, transparent communication in rebuilding trust. He addresses how confusing, legally dense communications can frustrate patients, leading to further erosion of trust. The key is to balance legal precision with accessibility to ensure members are well-informed and empowered. Positive Storytelling in Healthcare: Positive storytelling is highlighted as a powerful tool to rebuild trust in the healthcare sector. Sharing success stories not only uplifts industry morale but also educates the public about the positive impacts of healthcare services, reinforcing the significance of the industry's role in improving lives and outcomes. Patient-Centric Approach & Transparency: Both Sara and Jon agree on the necessity of a patient-centric approach in communication and business decisions. Transparent, honest communication helps in nurturing trusted relationships, emphasizing what information is meaningful to patients and their understanding of healthcare processes. Preparedness for Crisis Management: Jon stresses the importance of ongoing preparedness for crisis management. He highlights that up-to-date crisis plans and regular practice are essential for organizations to navigate initial shocks and ensure a coherent response during crises. This preparedness allows for transparent communication and the ability to address stakeholders effectively during critical moments. For further insights or consultation, Jon Austin can be contacted via his website jaustingroup.com or through email at Jon@jaustingroup.com. [embed]https://youtu.be/v7D1th5-I2A[/embed]

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today's episode, we dive into the art of leveraging podcast appearances to effectively promote one's work and become a thought leader in the healthcare industry. We're thrilled to have Sara Lohse, co-founder of the production company Branded Media that powers this podcast, join us. Together, we explore how storytelling and thought leadership can elevate your brand and create a deep connection with your audience. Sara shares invaluable insights on how to effectively use podcast appearances to promote one's work, emphasizing the importance of authenticity and building genuine relationships rather than just driving sales. We'll explore the challenges marketers face when aligning with C-suite executives, the necessity of understanding and defining your target audience, and the critical role of high-quality production in podcast success. Tune in as we discuss the benefits of starting a podcast, preparing for guest appearances, and the impact of podcasts on enhancing brand credibility and visibility. Plus, don't miss out on Sara Lohse's tips for creating meaningful content that resonates with your audience. Whether you're contemplating starting a podcast or looking to refine your current strategy, today's conversation is packed with actionable advice and inspiring stories to elevate your health marketing efforts. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare marketing depends on it. Key Takeaways: Marketing and Executive Alignment: Sara Lohse highlights the critical disconnect between marketing departments and C-suite executives. She stresses the importance of marketers focusing on value and long-term strategies instead of immediate sales returns. This alignment can foster better understanding and more effective communication, ultimately benefiting the organization. Authenticity Over Polished Delivery: The emphasis is on being genuine and relatable. Sara Lohse explains that podcast formats thrive on authenticity and a natural conversation flow, which helps build trust and a deeper connection with the audience. This contrasts sharply with the often overly scripted and formal nature of other marketing channels. Effective Use of Podcasts: Not every company needs its own podcast; being a guest on established podcasts can be just as beneficial. Sara Lohse shares how leveraging appearances on other podcasts, with a clear goal and prepared talking points, can effectively promote one's work and build thought leadership. Investment in Technology: Sara highlights the necessity of investing in quality technology and potentially professional producers to manage podcast production. High-quality audio and smooth production can significantly enhance the listener experience and the credibility of the podcast. Goal Clarity and Audience Understanding: Successful podcasting requires well-defined goals and a clear understanding of the audience. Preparing topics that align with both audience needs and brand goals is vital. This targeted approach ensures the content is valuable and relevant, ultimately enhancing engagement and impact. Download Sara's free storytelling journal at www.openthisjournal.com. [embed]https://youtu.be/R7A6TC9Tel0[/embed] About Sara Lohse Sara Lohse is an award-winning author, podcast producer, and brand architect with a knack for turning narratives into connections. Through Favorite Daughter Media and Branded, she...

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. Today's episode is part two of our series on building a strategic marketing organization from the ground up. In part one, we discussed how to recognize if your team is operating reactively rather than strategically. Today, we're taking it a step further, moving into actionable steps to build a scalable and measurable marketing team that can truly drive growth. Joining us again is Yvonne Leonard, an expert at building and leading strategic marketing organizations With a track record of driving digital transformation, leading product launches, and building thought leadership programs, she's known for creating high performing teams that balance continuous improvement with collaboration and fun. We start by uncovering why Yvonne advises organizations to avoid internal creative departments unless they are exceptionally well-structured. Focusing on the benefits of outsourcing, she explains how it can enhance discipline and efficiency, especially in the face of multiple internal opinions and approval processes. Moving forward, Sara and Yvonne explore leadership dynamics and managing change, highlighting Yvonne's personal strategies for maintaining motivation and momentum, illustrating the importance of transparency, core values, and team camaraderie. The conversation also navigates through actionable techniques to improve user engagement on websites, the need for continuous testing and improvements, and the crucial relationship between marketing and finance to secure and justify marketing budgets. Towards the end of the episode, Yvonne touches on the importance of having measurable objectives and the decision-making process of outsourcing versus keeping tasks in-house. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: Outsourcing for Efficiency and Discipline: Yvonne Leonard emphasizes that unless an organization is very well-structured, it is more beneficial to avoid internal creative departments. Outsourcing can introduce a disciplined approach and enhance efficiency by minimizing the complexities that arise from multiple internal opinions and the often cumbersome approval processes. Leadership and Motivation Dynamics: On managing change and motivating oneself, Yvonne shares her strategy of setting tasks as competitions and identifying the "first domino" to create project momentum. She believes in the power of transparency, working closely with her team, and consistently tying efforts back to the company's core values to maintain direction and enthusiasm. Enhancing User Engagement on Websites: To keep users engaging longer with more content, Yvonne suggests evaluating web design and layout for better navigation. She highlights the importance of understanding cause and effect in web interactions and conducting A/B tests to fine-tune aspects such as calls to action and color schemes, thereby improving the overall user experience. The Critical Link Between Marketing and Finance: Yvonne underscores the necessity of developing robust, transparent relationships with the finance department. By demonstrating measurable outcomes and the effectiveness of marketing strategies, marketers can justify budget needs and gain financial support for their efforts. Sara Payne reinforces that showcasing results is vital to securing increased marketing budgets. Defining and Measuring Marketing Success: The episode discusses the significance of operating with a clear purpose and ensuring stakeholder alignment on marketing objectives. By asking critical questions to clarify project goals, examining the alignment of tactics with intended outcomes,...

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today's episode, we dive deep into the intersection of leadership and marketing with the insightful Yvonne Leonard, an expert in building strategic marketing organizations. Our host, Sara Payne, guides the conversation to uncover how strong leadership and a solid marketing framework are crucial in transforming the health care landscape. Sara Payne kicks off the discussion by exploring the common organizational challenges in health care marketing, ranging from unclear roles to misaligned team objectives. Yvonne Leonard shares her extensive experience and offers practical advice on addressing these issues, emphasizing the importance of clarity and strategic alignment within teams. Key organizational problems, such as confusion about marketing roles and disjointed expectations among leadership teams, often plague both startups and multinational companies. Yvonne recommends diagnosing these issues by listening to employees and understanding their perspectives. She further outlines a systematic approach to achieve this within 90 days, ensuring that strategies and objectives are clearly defined and communicated. The episode also highlights Yvonne's emphasis on avoiding the lure of "bright shiny objects" in marketing—initiatives that may look appealing but lack substantive impact. Through her proven methodologies, she stresses the need for clear objectives, adequate funding, and prioritizing impactful areas within an organization. Before signing off, Sara Payne teases the continuation of this important discussion in the next episode, where they will delve even deeper into transitioning marketing teams from reactive to strategic roles, focusing on data-driven actions and meaningful change. Key Takeaways: Role Clarity and Alignment: Unclear roles and misaligned objectives are common issues in both startups and large enterprises. Yvonne Leonard advises that gaining clarity and setting proper expectations are paramount for an effective marketing team. Systematic Diagnosis: Within her first 90 days, Yvonne emphasizes listening, questioning, and observing organizational dynamics to diagnose issues and set a strategic plan. This method ensures that real problems are identified and addressed systematically. Avoiding Scope Creep: Marketing teams often get distracted by trivial tasks. Yvonne notes that clear objectives and a focus on measurable outcomes prevent teams from falling into the trap of chasing "bright shiny objects" that do not contribute to strategic growth. Effective Leadership Approach: Leaders should adopt a listening approach similar to a therapist, focusing on understanding their team's frustrations and achievements without jumping to solutions prematurely. Empathy and patience are key to fostering a productive team environment. Investing in Marketing: Adequate funding and resources are vital. Yvonne highlights the need for organizations to commit to investment in marketing capabilities, ensuring that there is sufficient support to implement strategic changes and achieve long-term goals. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Stay tuned for the next episode, where we will continue our conversation with Yvonne Leonard on transforming marketing teams from reactive to strategic, data-driven entities. For further engagement, you can connect with Yvonne Leonard on LinkedIn. [embed]https://youtu.be/zlKWDqo8Uco?si=doNicmT6tyiBwVdY[/embed] About Yvonne Leonard Yvonne Leonard is an expert in building and leading strategic marketing organizations. With a track record of driving...

Welcome to the Health Marketing Collective podcast, where strong leadership meets marketing excellence. In today's episode, Sara Payne is joined by Paul Ratzky, EVP of health technology at Edelman, to discuss the intricate relationship between trust and innovation in healthcare marketing. This episode zeroes in on the most recent findings from Edelman's Trust Barometer and dives into strategies for building trust amidst the evolving landscape of healthcare. Paul Ratzky stresses the critical role that frontline healthcare workers, especially nurses, play in product development, not just marketing. He also sheds light on the polarized nature of healthcare decisions driven by political beliefs, the precarious state of trust in healthcare, and why empathetic communication needs to be at the heart of healthcare marketing. The discussion illustrates not only the current challenges but also emerging opportunities, especially with advancements like AI and wearable technology. From enlightening insights to actionable takeaways, this episode is packed with valuable information poised to navigate the complexities of trust in the healthcare sector. Health Marketing Collective stands out by tackling these pressing issues head-on, resonating with our commitment to empowering marketing professionals to drive meaningful change. Thank you for tuning in to the Health Marketing Collective. Remember, transparency and empathy aren't just buzzwords; they are the cornerstones for rebuilding trust in healthcare. Key Takeaways: Involving Frontline Healthcare Workers in Product Development: Paul Ratzky emphasizes the necessity of involving nurses and other frontline healthcare workers in the early stages of product development. Their firsthand experience and insights can significantly enhance the practicality and effectiveness of healthcare products, beyond just marketing them. This inclusion results in solutions that are more attuned to the actual needs of patients and providers. Building Trust through Transparency and Empathy: The episode underscores a common mistake in healthcare marketing: the lack of empathy and true understanding of the audience's perspective. Paul points out that healthcare brands should not shy away from expressing vulnerability or acknowledging challenges. Such transparency can be a powerful tool in rebuilding trust, countering the perception that being open is high-risk when, in fact, it might be riskier not to adopt these strategies. The Impact of AI and Technological Innovations: Paul discusses the surprising findings where AI, like chatbots, outperformed live physicians in quality and empathy. This points to the immense potential of AI in healthcare communications. However, he stresses the importance of transparency regarding AI's implementation, oversight, and data usage to mitigate any skepticism and ensure responsible deployment. He also highlights ongoing pilot projects aimed at integrating AI responsibly in healthcare. Trust in Healthcare Providers: Despite the precarious state of trust in healthcare at large, individual trust in personal healthcare providers remains high. This trust extends to both personal and public health issues, presenting a unique opportunity for healthcare marketers. Engaging physicians with data-driven content and involving them in the development of new tools and services can amplify trust and create a more informed and empowered patient base. Vision for Healthcare Marketing by 2025 - Focus on "Connected Care": Paul envisions a future where healthcare marketing is centered around "connected care." This involves the integration of disparate health technologies to create a seamless user experience, akin to other industries like airlines or banking. For healthcare to catch up, it must overcome regulatory and data silo challenges,...

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence.We just got back from the 2024 HLTH Conference held in Las Vegas. Sara Payne is joined by her colleague Erin Noel to discuss pivotal themes like AI in healthcare, preventive care, and women's health.Erin, a seasoned health strategist, shares insights from her experience at the conference, where thought leaders gathered to discuss bold ideas set to shape the future of healthcare. Together, Sara and Erin explore the critical importance of daily habits in disease prevention, the role of AI in making healthcare more human, and the emerging conversations around women's health, particularly menopause.They also address the significant implications of processed foods on public health, emphasizing the need for healthier options in corporations and schools to combat food deserts. A notable moment from the conference included Dr. Darren Weathers's critique on value-based care, sparking a lively audience response and highlighting the industry's need for structural changes.Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it.Key Takeaways:1. Daily Habits & Lifestyle Choices: Erin Noel underscores the importance of integrating healthy habits into daily life beyond mere reliance on medical screenings and vaccinations. The discussions highlighted how simple lifestyle choices could serve as powerful preventive measures against chronic diseases.2. AI Enhancing Human Healthcare: The growing presence of AI in healthcare was a focal point. Erin explains how AI can reduce provider burdens by automating routine tasks, allowing healthcare professionals to focus more on patient interactions. The episode differentiates between AI-first and AI-enabled companies, stressing the need for transparency to build trust in AI technologies.3. Women's Health & Menopause: An essential part of the conversation revolved around women's health, with a spotlight on menopause. With influential figures like Dr. Jill Biden and Halle Berry calling for better understanding and funding, Erin praises the community-building efforts that encourage women to share their experiences and drive advocacy for more research.4. Prevention Over Medication: Dr. Casey Means's emphasis on tackling chronic disease through lifestyle changes instead of medication was a significant talking point. Erin describes how this approach aligns with the broader theme of integrating nutrition into healthcare, reinforcing the message that food can act as medicine.5. The Future of Value-Based Care: Erin reflects on Dr. Darren Weathers's critique of value-based care and the substantial audience response it garnered. This highlights the ongoing debate and the need for major structural changes to truly benefit healthcare professionals and patients. Discussions about AI and data utilization further illuminate the pathways toward a more effective healthcare system focused on outcomes rather than processes.Episode Highlights:Processed Foods & Public Health: Calls for food companies to take responsibility for their products' health impacts at future conferences.Healthy Food Options: Applauding the conference for providing healthy food choices, mirroring a commitment to health promotion.Food Deserts & Corporate Responsibility: The necessity for corporations and schools to enable access to nutritious food to combat social determinants of health.AI's Role in Humanizing Healthcare: Shift from skepticism to embracing AI's potential in enhancing care by offloading routine...

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today's episode, we have Michelle Rider joining host Sara Payne to explore the significance of holistic metrics in health marketing and the power of boldness in breaking industry norms. As a seasoned marketing executive with a rich background at Aetna and now Teladoc, Michelle offers invaluable insights on leveraging both traditional and non-traditional KPIs, the urgency of aligning budgets with impactful activities, and the prominent role AI plays in modern marketing strategies. During this conversation, Michelle and Sara discuss the complexities of the consumer journey and the importance of tracking all interactions to create a comprehensive marketing strategy that extends beyond single campaigns. Michelle emphasizes the need for a feedback loop and the use of AI to gather consumer insights quickly and accurately, coupled with the importance of integrating the human aspect in engagements. They also tackle the current challenges faced by marketers, like limited resources and the high demands from C-suite executives, and how being tenacious and bold can drive significant changes even under such pressures. We're exploring Michelle's advocacy for promoting thought leadership within organizations, highlighting personal brands to boost credibility, and her inspirational take on professional development. Michelle's actionable advice and unique perspective underscore the transformative potential of innovative and bold strategies in healthcare marketing. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: Holistic Metrics Matter: Michelle Rider firmly believes in measuring both traditional KPIs (such as reach, impressions, and downloads) and "in between insights" to demonstrate the full impact of marketing efforts. This holistic approach ensures that every aspect of a consumer's journey is taken into account, proving the true effectiveness of strategies. Leveraging AI for Consumer Insights: Emphasizing the significance of artificial intelligence, Michelle discusses how tools like ChatGPT and Gemini can efficiently organize and analyze data. This approach not only speeds up information collation but also aids in creating data-driven marketing strategies faster than traditional methods. Beyond Single Campaigns: Michelle introduces the "0 to 90" concept, advocating for marketing strategies that consider multiple touchpoints over time rather than focusing on isolated campaigns. This extended strategy allows for a more detailed and effective consumer journey mapping, catering to long-term objectives. Promoting Thought Leadership: Highlighting the importance of elevating individuals as thought leaders, Michelle suggests mirroring personal brands to boost organizational credibility. This tactic can serve as a powerful tool in positioning experts within an organization without conflicting with strict corporate policies. Embracing Boldness and Innovation: Sara Payne and Michelle Rider stress the necessity of bold strategies in healthcare marketing, integrating newer ideas, and harnessing AI's potential. This boldness, coupled with an understanding of consumer needs and diversity, is vital for pushing boundaries while staying compliant with regulatory constraints. Join us in future episodes where we continue to bring you insights from industry leaders, and don't forget to subscribe to keep up with the latest in health marketing excellence. We look forward to seeing you at the upcoming HLTH 2024 conference in Las Vegas! [embed]https://youtu.be/Q7LYujUqx5Y[/embed] About Michelle Rider Michelle Rider brings 30 years of experience driving transformative growth across healthcare, consumer goods, SaaS, and AI...

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today's episode, we welcome back Jen Hovelsrud to join Sara Payne as co-host to discuss the power of executive thought leadership on social media, emphasizing the critical role it plays in the health industry. Jen Hovelsrud brings to light the importance of involving multiple voices on social media platforms, advocating for leadership diversity and representation. She also discusses prominent leaders such as Karen Lynch of CVS and Bryony Winn of Carillon Health Solutions, who engage authentically with their audiences. The conversation further explores how Dr. Sushan Jain of ScanHealth maintains a balanced online presence, focusing on genuine healthcare issues while minimizing overt company promotion. Sara underscores the natural transitions in executive careers, encouraging leaders to embrace these shifts without fear. The discussion navigates through Andy Slavitt's influential role during the COVID-19 pandemic and Dr. Angela Fusaro's effective use of video to connect with audiences, setting benchmarks for authentic social media engagement in the healthcare sector. Throughout the episode, both Jen and Sara emphasize the repercussions of not participating in social media thought leadership. They discuss how reduced visibility can dampen company influence while competitors gain an edge through active engagement. The conversation also highlights the growing trend of incorporating social media presence into hiring practices and the significance of building strong personal brands. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: Multi-Voice Engagement for Safety and Representation: Jen Hovelsrud highlights the importance of various leaders contributing to social media conversations. This approach ensures diverse perspectives, enhances representation, and provides a safer, more inclusive narrative for audiences. Embracing Career Transitions and Social Media Presence: Both Jen and Sara Payne recognize that executives often face natural career shifts. They advocate for leaders not to fear these changes but rather to leverage social media presence to maintain and enhance their influence. Authentic Leadership Engagement: Exemplary leaders like Karen Lynch, Bryony Winn, and Dr. Sushan Jain demonstrate how engaging on social media with authenticity about one's passions and industry issues can build trust and credibility. This form of engagement resonates more deeply with audiences compared to purely promotional content. Risk Management through Thought Leadership: Actively participating in thought leadership on social media mitigates the risk of invisibility and lost influence. Companies must understand that engaging online is not optional but a critical component for maintaining relevance and competing in the industry. Strategic Social Media Use for Executives: Effective thought leadership requires a well-devised strategy. Future leaders are encouraged to engage early, develop core beliefs, and consistently post industry-relevant content to build a stronger brand presence. Sara and Jen discuss the benefits of social media engagement, including increased trust, better sales outcomes, and more opportunities for public speaking and press interviews. Join us next time as we continue our series leading up to the HLTH conference in Las Vegas this October. Stay tuned to the Health Marketing Collective, and don't forget to subscribe to our podcast for more insights on effective health marketing and leadership. [embed]https://youtu.be/to4TzWPqYQg[/embed] About Jen Hovelsrud Staff Vice President Elevance Health Jen leads...

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. The HLTH Conference is right around the corner, and in honor of this year's theme "Be Bold," we're celebrating the upcoming event with a special series of episodes focused on what it means to be bold in marketing. For the first episode of the series, Sara is joined by John Lynn to explore the evolving landscape of health care marketing, focusing on video content, authenticity, and the dynamics of media presence in the health industry. John Lynn is the founder and chief editor at HealthCareSCENE, which includes platforms like HealthCare IT Today and SwaayHealth, boasting over 17,000 articles, 600 podcast episodes, and a community of over 200,000 followers. John's insights into media trends and health IT make him a perfect guest for discussing how to stand out in the crowded healthcare landscape. We're diving into the crucial shift from traditional articles to video content for storytelling, the evolution in content syndication focusing on social media clips, and the growing importance of authenticity in today's content. John shares his expertise in dealing with the noisy healthcare industry by emphasizing customer-centric messaging over using trending but often overused buzzwords. We'll also touch on personal connections cultivated through video content, the philosophy behind genuine conversations, and the challenge of maintaining this authenticity across various content forms, such as podcasts, newsletters, and social media. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: Shift from Articles to Video Content: John Lynn underscores a notable shift in content strategy—from prioritizing written articles to embracing video content for storytelling. This transition caters to modern consumer preferences and allows for versatile repurposing across articles, podcasts, newsletters, and social media, broadening content reach and engagement. Authenticity in Content: The age of overly polished content is waning. Listeners now crave raw, authentic conversations. John emphasizes the preference for less polished, genuine content as more relatable and trustworthy, fostering a personal connection between the audience and content creators. Evolution in Consumer Behavior: There is a growing preference for brief, "quick hit" content among consumers, which often sparks interest in longer, more in-depth content. This shift suggests that concise, engaging clips on platforms like Instagram or TikTok can serve as gateways to more comprehensive material. Journalism and Conference Coverage: The landscape of health journalism, especially in covering conferences, is changing. Financial constraints and evolving media preferences mean journalists attend fewer conferences, while user conferences see a rise in popularity. John emphasizes the importance of capturing valuable insights and connecting directly with people over rigid session attendance. Balancing Quality and Authenticity: Creating content that strikes a balance between high quality and authenticity is paramount. John discusses the practice of preparing for discussions with bullet points to stay organized while avoiding scripts for a more credible and natural conversation. This approach ensures content is both informative and genuine. We hope you enjoyed this deep dive into the modern dynamics of health care marketing with John Lynn. Remember, the key to standing out in this noisy landscape lies in authenticity, leveraging brief content for deeper engagement, and understanding the evolving preferences of your audience. Stay tuned for more insightful discussions on the...

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. This is the first episode in our Be Bold miniseries and we are thrilled to host Dan Reilly, a renowned market research strategist and advisor, to discuss the evolving landscape of market research, especially in the context of mental health and anxiety—issues significantly amplified by the COVID-19 pandemic. Dan emphasizes the importance of a meticulous approach to market research that goes beyond traditional quantitative and qualitative methods. He also projects that while AI will continue to grow in utility, it will not dominate market research soon. Instead, experiential marketing will become increasingly significant. The discussion highlights how understanding the audiences' emotional and contextual experiences is paramount, and why marketers must ask the critical question: "What's it gonna take for you to buy my product?" This episode is packed with insights on how to effectively engage with specialized clinician audiences and the crucial balance between research time, speed, and quality. We dive deep into examples that show the practical implications of nuanced market research—from understanding parents' challenges with celiac disease to addressing vaccine mistrust among African American men. Each example underscores how strategic, empathetic research can lead to transformative insights and actions. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: Holistic Market Research Approaches: Dan Reilly stresses the need for intricate market research beyond just quantitative and qualitative methods. He highlights the importance of exploring and validating findings to gain a comprehensive understanding. Experiential Marketing Over AI: As much as AI is pivotal, Dan predicts that it's experiential marketing that will take precedence in the near-term future. Marketers need to create immersive and meaningful experiences for their audiences. Understanding Emotional Context: A significant portion of the discussion is devoted to appreciating the emotional and contextual layers of consumer experiences. Whether it's how patients feel during an MRI or parents' challenges with celiac disease, understanding these dimensions can lead to valuable, actionable insights. Targeted Outreach and Education: Combining insights on vaccine mistrust among African American men with targeted outreach by sports organizations resulted in a 10% increase in vaccinations. Dan underscores the importance of effective communication and relational trust-building. Choosing the Right Research Design: Sara Payne emphasizes that the desired insights drive the choice of research design. Whether dealing with complex emotive issues or seeking high-level quantitative data for board decisions, selecting the appropriate methodology is crucial for yielding relevant insights. This episode of the Health Marketing Collective provided invaluable perspectives on modern market research in the healthcare industry, reinforcing the need to remain adaptable, empathetic, and strategic in a rapidly changing world. [embed]https://youtu.be/QOts-Wiqj48[/embed] About Dan Reilly With over 25 years of experience, Dan blends his background in business, psychology and market research to help clients navigate their landscape and capitalize on opportunities. From client-side to agency, he's worked in several industries, including healthcare, finance, manufacturing,...

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today's episode, we're delighted to have Melissa Fors Shackelford with us to explore inclusive marketing, its profound impact on healthcare outcomes, and the ways in which media and marketing strategies can reduce stigma and promote inclusivity. Melissa Fors Shackelford, the Senior Vice President of Marketing at Let's Get Checked, brings her wealth of experience to this conversation, shedding light on how inclusive marketing strategies can drive significant positive changes within the healthcare sector. Her insights are backed by numerous examples, from tackling the stigma around obesity through prime-time specials to promoting respectful representation in healthcare campaigns. We discuss the critical role of inclusive language and imagery in shaping public perceptions and enhancing healthcare access, discuss the importance of asking for help and balancing short-term and long-term brand investments, and celebrate women leaders in healthcare who are paving the way for a more inclusive and supportive industry. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: Impact of Media on Health Perception: Melissa Fors Shackelford illustrates how media can alter public discourse around health issues, referencing Oprah's prime-time special on obesity. Such initiatives, she argues, significantly impact viewership and can help in normalizing discussions around stigmatized health conditions. Revenue Implications of Inclusive Marketing: Inclusive marketing isn't just ethically right; it also makes sound business sense. Melissa emphasizes that campaigns targeting diverse audiences often see substantial commercial benefits. In healthcare, reaching diverse populations and using inclusive messaging can result in better health outcomes and increased trust in healthcare providers. Value of Networking and Leadership: Drawing from her experiences, Melissa highlights the importance of supporting women in healthcare through communities like the Women's Health Leadership Trust. She underscores how networking and mentorship can elevate female leaders and promote a more inclusive and collaborative industry environment. Addressing Stigma through Language and Imagery: The language and imagery used in healthcare marketing campaigns can either perpetuate or diminish stigma. Melissa shares how an inclusive marketing audit at Hazelden Betty Ford uncovered a need for more diverse representation, and how addressing this gap can reshape public perceptions and foster a more supportive environment for individuals seeking care. Innovative Campaigns for Challenging Stereotypes: We learn about campaigns that successfully challenge stereotypes, such as the "That's my senior moment" campaign showcasing active seniors and the American Lung Association's effort to reduce smoking stigma. These campaigns show that innovative and respectful marketing can lead to better health outcomes and greater acceptance of diverse health conditions. Join us in this enlightening episode as we explore how inclusive marketing can break barriers, reduce stigma, and ultimately lead to more equitable healthcare for all. Be sure to subscribe to the Health Marketing Collective for more insights on leadership and excellence in healthcare. [embed]https://youtu.be/j46doHD507U?si=nvuFnpZyvgXuyDtQ[/embed] About Melissa Fors Shackelford SVP Marketing LetsGetChecked

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today's episode, we welcome Matt Sauter to discuss how to foster a creative and innovative environment even within the constraints of limited budgets and high-functioning teams. Matt talks about the necessity of engineering an environment that naturally promotes desired creative outcomes and shares practical strategies that can be implemented in healthcare marketing. Our conversation emphasizes the need for creating an atmosphere of psychological safety, ownership, support, and strategic curiosity. Matt outlines practical approaches that teams can adopt to remain creative, such as reserving dedicated time for creativity, nurturing playfulness, and being intentional with strategic thinking. The discussion also highlights how impactful creativity in health marketing transcends grandeur and focuses on creating value and addressing real-world barriers. One particularly powerful example Matt shares is a campaign by Siemens Healthineers, which transformed intimidating MRI experiences into magical storytelling moments for children—a testament to how meaningful creativity can significantly improve patient experiences. Sara Payne and Matt agree on the importance of authenticity, education, and thought leadership over mere product promotion in healthcare marketing. Authenticity and a drive to make positive changes in the industry are recurring themes in this insightful conversation. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: 1. Engineering an Innovative Environment: Matt Sauter explains the importance of developing an environment that fosters creativity and innovation. This includes psychological safety, providing ownership and support, clear objectives, nurturing curiosity and playfulness, and training team members to see opportunities differently. 2. Meaningful Creativity over Grandeur: Matt stresses that impactful creativity doesn't always mean grand ideas but rather creating solutions that remove barriers, make individuals feel seen, and genuinely make a difference. His example of transforming MRI experiences for children illustrates how small, thoughtful actions can have profound impacts. 3. Practical Creativity Strategies: Both Sara and Matt dive into practical strategies for promoting creativity in the workplace. They suggest setting aside specific times for creativity, creating designated venues for creative sessions, and encouraging habits that enhance creative thinking. These strategies ensure that creativity becomes an integral part of the work culture. 4. Authenticity and Impact in Health Marketing: The conversation highlights the growing expectation for brands to show authenticity and contribute to meaningful change. Rather than focusing solely on product promotion, the emphasis is on education, thought leadership, and genuinely understanding and addressing audience needs. This alignment helps to build trust and foster stronger connections with the audience. 5. Adapting to Audience Needs: Sara and Matt discuss the challenges of budget constraints in audience research and suggest scrappy, innovative approaches to understanding audience needs. They emphasize the importance of social listening, research, and direct engagement to stay relevant and adapt marketing strategies. This ensures that health marketing efforts are meaningful and resonate with the target audience. [embed]https://www.youtube.com/watch?v=jXgVXFeuToE[/embed] About Matt Sauter Group Creative Director, Avalere Health Matt is a Group Creative Director running agency teams in the healthcare and pharmaceutical industries, with substantial product launch experience across categories. He's passionate about drawing out the best in people and teams, and helping them develop...

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence.On today's episode, Heather Cmiel joins us to share her insights on integrating corporate strategy with startup agility to achieve marketing success. As the Vice President of Brand and Communications at Aidoc, a pioneering healthcare startup harnessing the power of AI, Heather brings a unique blend of experience from both agency and corporate environments, having previously worked at 3M Healthcare.Heather's journey from the structured, process-driven world of large corporations to the dynamic, fast-paced environment of startups has provided her with valuable lessons on flexibility, adaptability, and the importance of building strong relationships at work. She emphasizes the crucial role of clarity in roles and responsibilities, the balance between pushing for change and maintaining structure, and the need for continuous learning and creativity in marketing.This episode explores these themes, offering practical advice and reflections for marketing leaders navigating the complexities of both large and small organizational settings.Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it.Key Takeaways:1. Agility and Flexibility in Marketing: Heather Cmiel highlights the vital role of agility and flexibility in successfully blending corporate structure with startup dynamism. She shares how her transitions between agency, corporate, and startup realms have reinforced the importance of being adaptable and open to change, even within established organizations.2. Building Respected Relationships: Effective marketing isn't just about strategy but also about relationships. Heather emphasizes the importance of building respected and trusted relationships in the workplace. Her positive working relationship with her CMO at Aidoc is cited as a crucial element for facilitating open communication and collaboration.3. Strategic Use of Resources: Heather discusses the strategic and efficient use of resources, stressing that marketing success isn't solely dependent on the size of the budget but on how creatively and judiciously those resources are managed. She underscores the importance of maximizing output and repurposing content to achieve significant results.4. Embracing Generative AI: While Heather acknowledges that generative AI has its place in marketing, she advocates for its use primarily as a brainstorming tool rather than a means for cut-and-paste content creation. This approach ensures that AI augments creativity within the marketing team rather than diluting it.5. Importance of Storytelling: Both Heather and Sara discuss the paramount importance of storytelling in marketing. Effective marketing extends beyond merely selling products; it involves crafting compelling narratives that resonate with audiences. Heather recommends looking to diverse sources of inspiration, including other industries and creative fields, to enrich marketing strategies.

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today's episode, we have a thought-provoking conversation with Mary Rapaport, a strategic thinking coach who specializes in B2B marketing transformation.She is here to share her insights on the importance of strategic thinking in marketing, especially in challenging times, and how it plays a crucial role in achieving long-term organizational goals. Mary discusses the common misconception that companies can operate without strategic roles during tough economic periods and explains why it is critical for leaders and teams to prioritize strategic thinking. She shares insights on how marketing teams can develop credibility with the executive suite by cultivating strategic skills, and how this can turn the marketing department into trusted advisers. Additionally, Mary offers valuable advice for women in marketing, stressing the importance of strategic thinking to be taken seriously and advance into leadership roles. We also discuss the profound impact of AI on the workforce and job satisfaction, and why organizations need to empower employees to think strategically. Join us as we explore practical ways to foster a strategic mindset at every organizational level, the necessity of intentional development, and how to coach strategic thinking within teams. Mary also shares her top professional development tips and book recommendations that have influenced her career, making this episode a must-listen for those looking to hone their strategic thinking abilities. Thank you for listening to the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: 1. The Importance of Strategic Thinking: Mary Rapaport emphasizes that strategic thinking is vital, especially during tough times. Organizations often fall into the trap of believing they can do without strategic roles during recessions. However, strategic thinking provides the necessary innovation and long-term planning that can lead organizations through challenging periods successfully. 2. Cultivating Credibility: Developing strategic thinking within marketing teams ensures credibility with the executive suite. This allows marketing departments to be seen as integral partners in achieving organizational goals, effectively turning them into trusted advisers to leadership. 3. Empowering Women in Marketing: Strategic thinking is essential for women in marketing roles to be viewed seriously and to pave their way into leadership positions. Mary outlines how cultivating strategic skills can make a significant impact on career advancement. 4. Strategic Thinking in the AI Era: As AI continues to reshape the workforce, the ability to think strategically becomes ever more critical. Mary and Sara discuss how organizations can leverage AI to maximize strengths and minimize weaknesses while ensuring employees remain engaged and satisfied. 5. Practical Development Tips: Mary shares practical ways for marketing leaders to foster strategic thinking, including stretch assignments, modeling strategic behavior, debriefing sessions, and coaching the strategic muscle. She also recommends the books "Think like a Freak" and "Think and Grow Rich" for further professional development. Join us next week as we continue to explore the intersection of strong leadership and marketing excellence in the healthcare industry. Don't forget to subscribe to the Health Marketing Collective to stay updated on future episodes. [embed]https://youtu.be/cTi_4qezqww?si=vH0OX6reLnpIiVp5[/embed] About Mary Rapaport Chief Xceleration Officer, Xcelerate LLC As a seasoned Learning Strategist and Strategic Thinking Coach and Trainer, Mary Rapaport has over 25 years of experience in B2B marketing transformation, encompassing brand...

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today's episode, we are thrilled to have L. Jasmine Kim, a distinguished marketing executive and investor, joining us to share invaluable insights from her venture capital perspective. As a specialist in accelerating growth for health and digital technology companies, Jasmine's expertise is a treasure trove for anyone looking to elevate their marketing strategies. In this episode, Jasmine Kim shares her insights on the landscape of health marketing, emphasizing the increasing trend of marketers stepping into revenue-driving and general management roles. She sheds light on her listening tour findings, pinpointing the pressing needs of boards today—ranging from innovative thinking and diversified business expansion to comprehensive digital and AI integration. Sara and Jasmine discuss the courage and adaptability required in today's marketing leaders to embrace digital transformation and AI. Jasmine passionately talks about the critical role of showing ROI and investing in the future equity of a brand, stressing the necessity to focus on both short-term user growth and long-term brand loyalty. Moreover, Jasmine emphasizes the significance of building long-term brand equity by accompanying customers throughout their journey, fostering advocacy, and effectively managing customer acquisition costs. She also touches upon the changing consumer behavior dynamics over the past two decades, highlighting the need for multi-channel engagement and numerous touchpoints to sway consumer decisions. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The insights from leading marketing experts like Jasmine Kim are essential as we navigate the future of healthcare marketing together. Key Takeaways: 1. Marketers as Revenue Drivers: Jasmine discusses the growing trend of marketers taking on roles with direct revenue responsibilities and general management duties. This shift underscores the evolving importance of marketing in driving business growth and strategic decisions. 2. Digital & AI Integration: The episode identifies the pressing demands for incorporating digital and AI solutions in marketing strategies. Jasmine points out that embracing these technologies is crucial for innovation, market engagement, and maintaining a competitive edge. 3. Building Long-Term Brand Equity: Focusing on the customer journey is vital for building sustainable brand loyalty. Jasmine stresses the importance of understanding customer pain points, creating advocacy, and decreasing customer acquisition costs through consistent, high-quality interactions. 4. Changing Consumer Behavior: Consumer interactions before making purchase decisions have increased significantly. Jasmine highlights the necessity for multiple touchpoints and diverse platform engagement to meet consumers where they are, reflecting the need for a multi-faceted approach in modern marketing. 5. Mix of Art and Science in Marketing: Jasmine advocates for a balanced approach combining emotional intelligence and analytical precision. Understanding human biases and emotional aspects, alongside using mathematical and scientific tools, can create a comprehensive and effective marketing strategy. Join us as we continue to explore the intersection of healthcare and marketing, where every conversation brings us closer to excellence. Subscribe to the Health Marketing Collective and stay connected with industry leaders shaping the future. [embed]https://youtu.be/7M2EWBr2LEs[/embed]

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today's episode, Sara Payne sits down with Frank Jaskulke, Vice President of Innovation at Medical Alley. With 20 years of experience in fostering collaboration within the healthcare industry, Frank is here to share his insights on building a culture of innovation and the importance of cross-sector partnerships. Medical Alley was founded with a mission to keep the community at the forefront of health innovation, positioning the industry to be the best on earth. Frank emphasizes the necessity of viewing competition and collaboration not as opposites but as interconnected elements of a sophisticated and flourishing ecosystem. He discusses how technology can serve as a bridge between differing sectors and highlights the essential role of empathy in fostering successful partnerships. Sara and Frank share several high-profile examples of both successful and failed collaborations in healthcare, examining what factors contributed to their outcomes. Through these stories, Frank underscores the importance of taking calculated risks and budgeting for these innovations, all while ensuring alignment with an organization's mission and purposes. In this episode, Frank shares examples from his own career, including legislative successes and groundbreaking collaborations that have had a significant impact on healthcare. He also offers valuable advice for staying ahead of market changes and trends in an industry that is constantly evolving. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: 1. The Power of Collaboration: Frank Jaskulke explains why collaboration is vital in healthcare, emphasizing a mindset of abundance over scarcity. Strong, cross-sector partnerships, particularly between healthcare and technology, are key to driving innovation and addressing industry challenges. 2. Budgeting and Calculated Risks: Innovation necessitates risk. Frank stresses the importance of budgeting for risk and ensuring organizational buy-in before pursuing innovative ventures. This strategic approach ties back to an organization's core mission, leading to more effective and purpose-driven innovations. 3. Failed and Successful Collaborations: Learning from the past is essential. Frank discusses notable examples of both failed (like Haven) and successful (like DOCSI and triValence) collaborations, drawing lessons that can guide future partnerships in the healthcare sector. 4. Staying Ahead of Trends: Engaging with industry professionals and maintaining a startup mentality are crucial for staying ahead of market changes. Frank highlights trends like the increased executive activity on LinkedIn and the shift towards digital health as pivotal movements shaping the future of healthcare. 5. Cultural Change and Preventive Medicine: Shifting from a reactive to a proactive healthcare system focused on preventive medicine is critical. Frank and Sara discuss the cultural changes needed to prioritize prevention and wellness, illustrating how incentivizing organizations and changing public behavior can lead to a healthier society. [embed]https://youtu.be/-7f6ErhZXDk[/embed] About Frank Jaskulke Frank is the VP of Innovation at Medical Alley where he leads startup, international, and corporate innovation efforts to ensure the Medical Alley community is the epicenter of health innovation and care. www.medicalalley.org www.linkedin.com/in/frankjaskulke/

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today's episode, Julia Steele Rodriguez is joining us to talk about Key Opinion Leader (KOL) programs and their indispensable role in healthcare marketing. Julia is an industry leader with a background leading diverse teams in marketing, operations, revenue cycle, and clinical education, and she's bringing us her insights on the impacts that KOL partnerships can have on health marketing strategies. Our conversation focuses on the fundamental aspects of building and sustaining effective KOL programs. We explore best practices for identifying the right KOLs, fostering long-term and mutually beneficial relationships, and the critical nuances often overlooked in these partnerships. Julia also offers her insights into the marketing advantages of robust KOL programs, spotlighting how they can transform healthcare initiatives and enhance brand trust. In addition, Julia shares her perspective on handling common challenges in KOL relationships, the importance of clear communication, and how to measure the success of such programs using the right KPIs. Her holistic approach and emphasis on human connections provide valuable lessons for anyone looking to leverage KOLs to drive healthcare marketing success. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: 1. Clear Definitions and Expectations: Julia emphasized the importance of having a shared understanding of what constitutes a KOL within the organization. This clarity helps align objectives and ensures that everyone involved is on the same page. It's vital to have a mutual understanding with KOLs themselves to foster an effective and productive relationship from the start. 2. Strategic Identification and Engagement: Identifying the right KOLs involves a mix of objective data and subjective measures. Julia suggests looking at publications, conference participation, and leadership roles in professional societies. Additionally, engaging with KOLs in their natural environments, such as conferences, can provide deeper insights into their fit and potential for partnership. 3. Fostering Long-Term Relationships: Building long-term relationships with KOLs requires mutual benefit and respect. Julia notes that understanding what KOLs want to gain from the partnership, beyond financial compensation, is crucial. Many KOLs seek to influence market developments and innovation, and providing them with insider insights and involvement opportunities can strengthen the relationship. 4. Internal Alignment and Communication: Internal consistency in dealing with KOLs, from contracting to invoicing to regular updates, is critical to maintaining smooth and effective collaborations. Missteps in these areas can lead to frustration and disengagement. Julia highlighted the importance of trust and proactive communication to keep KOLs engaged and valued. 5. Measuring Success: Success in KOL programs isn't just about immediate ROI but also about long-term impacts on healthcare outcomes and organizational credibility. Julia points to anecdotal evidence, changes in market sentiment, share of voice in industry conversations, and the overall influence KOLs bring to marketing strategies and product adoption as key indicators of a program's effectiveness. [embed]https://youtu.be/1Xgck3OwH1o?si=02POoGJz5aI6A3Va[/embed]

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today's episode, Brian Jones is joining us to talk about purpose-driven marketing, the importance of marketing for company growth, and marketing's role in driving meaningful change. As the Chief Growth Officer for Avesis, a dental and vision supplemental benefits health plan, Brian leads initiatives that help Avesis stand out, aligning marketing strategies with the company's mission to enhance healthcare access and outcomes for Medicaid and Medicare populations. His innovative approach and focus on removing hurdles that block access to health care have marked him as a leading voice in purpose-driven healthcare marketing. We're discussing one of these initiatives that targeted individuals with special healthcare needs to see how marketing campaigns can have positive impacts on the greater community. Brian shares the reasons his organization chose to prioritize social determinants of health rather than more traditional marketing efforts, and the effects he has seen on communities, including helping expecting moms give their babies a better start at a healthy life. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: 1. Purpose-Driven Marketing: Brian Jones highlights the importance of marketing geared toward social impact, particularly in health care. Emphasizing the role of purpose-driven campaigns in addressing social determinants of health, he underscores how such initiatives not only support business growth but also significantly enhance community well-being. 2. Strategic Integration & Alignment: The challenge of integrating varied elements within an organization is profound. Brian discusses the necessity of aligning marketing strategies with broader organizational goals to ensure coherence and efficiency. This strategic alignment is pivotal for effectively delivering on the company's mission and market expectations. 3. Technological Innovations & Access to Care: Innovation is key in transcending traditional healthcare barriers. Brian elaborates on how Avesis leverages technology, such as the development of an app to improve dental care accessibility for individuals with developmental disabilities, highlighting how tech solutions can drastically improve care delivery and patient outcomes. 4. Leveraging Leadership for Social Good: Leadership isn't just about steering company policies but also about advocating for societal benefits. Brian showcases how leadership commitment can drive significant improvements in healthcare, particularly through initiatives aimed at vulnerable populations, thereby illustrating the profound impact of thoughtful leadership on community health. 5. Measuring Success Beyond Business Metrics: With a keen focus on outcomes rather than output, Brian and Avesis prioritize evidence-based approaches and community feedback to refine their services. This outcomes-focused strategy ensures that their services genuinely address the needs of the communities they serve, underscoring the importance of impact over income in the healthcare industry. [embed]https://youtu.be/hldXAgTcUD4?si=Zs1WMNblXhOszRbS[/embed] About Brian Jones Chief Growth Officer Brian currently serves as the Chief Growth Officer for Avesis, a dental and vision supplemental benefits health plan. As the Chief Growth Officer, Brian is focuses on forging strategic alliances, spearheading market entry strategies, and optimizing business processes for scalability for our members, clients, groups, brokers, and providers across all products and markets. Brian also serves on the Board of Directors for Team Smile; a non-profit organization providing children in need with a life-changing dental experience through the power of sports.

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence.Today's episode is the first of the CMO Corner series, and we're kicking it off with one of the most accomplished and respected chief marketing officers in all of health care, Marcia Miller. Marcia is one of the most respected CMOs in all of healthcare. She has grown her success by not shying away from risks. Marcia discusses the crucial intersections of risk, fear, and leadership in marketing, emphasizing the need for marketing to be acknowledged as a pivotal element of strategic business discussions.Marcia shared her insights on why marketing needs a seat at the leadership table and how proving your value can change the game. Our conversation covers the art of taking risks, the importance of brand consistency in healthcare, and the power of building high-performing teams. With so much wisdom in one conversation, she leaves us with this key piece of advice: face fears, embrace challenges, and always advocate for yourself, especially in leadership roles. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it.Key Takeaways:1. Earning & Occupying a Leadership Seat: Marcia Miller stresses the imperative for marketing professionals to demonstrate the tangible value and impact of their strategies to secure a rightful place at the decision-making table. This involves not only advocating for marketing's role but also aligning marketing strategies directly with core business objectives to enhance visibility and influence within the company.2. Confronting Fear with Courage: The conversation sheds light on the transformational power of approaching fear not as a barrier but as a motivator. Marcia's personal journey in starting a fly fishing school serves as a poignant example of how embracing risk can open doors to fulfilling endeavors that one might typically shy away from due to fear of failure.3. Strategic Partnerships and Crisis Management: The selection of creative partners is highlighted as a critical decision point in health marketing. Marcia advises seeking partners who not only bring expertise and innovative ideas but also possess the reliability to manage crises effectively. This underpins the broader strategic approach of assuming positive intent and fostering respectful, yet honest dialogues to drive brand success.4. Female Leadership & Self-Advocacy in the Workplace: With an emphasis on the unique challenges faced by women in leadership roles within healthcare marketing, Marcia Miller encourages female professionals to vigorously advocate for themselves and actively seek leadership opportunities. Building confidence and resilience is key to navigating and overcoming gender-based obstacles in professional environments.5. Practical Strategies for Team Building and Budgeting: Marcia shares her holistic approach to constructing high-performing marketing teams and budget advocacy. Key strategies include hiring talent that complements existing team strengths, setting realistic goals, and aligning budget proposals with clear, data-driven expectations. This ensures that marketing efforts are both effective and sustainable, reinforcing the need for leadership to fully support and understand the value of their marketing divisions.About Marcia MillerChief Marketing Officer Marcia is a career marketer with strong experience in a wide range of business challenges - from Start-up companies... to Fortune companies ...to marketing agencies - she's tried her hand at all of them. She's at her best when she is building teams, brands or companies and she prides herself on helping others develop professionally while not letting a job define them. When she's not working, you'll find her...

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. Today's episode is a continuation of our conversation with Jen Hovelsrud of Elevance Health. On our last episode, we talked about how we can maintain content harmony and start thinking of our company as a publisher. Now, we're digging deeper and discussing how we, as brand leaders, can empower our teams to create content quickly in a way that ensures brand consistency and long-term brand health. Jen, an expert in enterprise content marketing and social media, shares her strategies on empowering teams, utilizing tools for brand monitoring, and the delicate balance between creative freedom and brand coherence. We'll also discuss budget allocation, the potential and ethical use of AI in content generation, and the pivotal role of strong leadership in fostering marketing success. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: 1. Harmony in Brand Consistency: While brand consistency is a cornerstone of strong marketing, it's the power of a central source of truth and the avoidance of a perfectionist mindset that truly empowers content creation teams. 2. Leadership & Leveraging Strengths: Sara and Jen touch on the pivotal role of leadership within marketing. It's important to foster a team environment where creativity is nurtured, strengths are leveraged, and members are encouraged to contribute unique perspectives, all within the boundaries of brand guidelines to maintain harmony. 3. Resource Realities & Focused Strategy: Sara and Jen discuss the common struggle of under-resourced content teams across organizations. Jen highlights the critical importance of a disciplined, strategic approach to content creation, especially when resources are limited. She advocates for a clear, purpose-driven strategy that defines a well-chosen area of impact, echoing the necessity of prioritizing and measuring for sustainable content marketing. 4. Ethical AI & Operational Potential: AI can provide useful first drafts but there will always be  the necessity of human oversight. This episode discusses the creation of ethical guidelines surrounding AI's use in highly regulated industries like healthcare. 5. Empathy & Execution: There's a need for balancing creativity with consistency without stifling innovation. It's important to have a supportive environment where mistakes are seen as opportunities rather than failures. Empathy, respect for individuality, and space for personal expression are essential for both vibrant content and professional contentment. [embed]https://youtu.be/jLzPN3GfJ2M[/embed] About Jen Hovelsrud Staff Vice President Elevance Health Jen leads Enterprise Content Marketing and Social Media for Elevance Health, a health company and largest licensee of Blue Cross Blue Shield Health plans. She is focused building brands through strategically-connected and purpose-driven driven content and communication. LinkedIn.com/in/Jennifer-Schoech-Hovelsrud Www.ElevanceHealth.com

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today's episode, Jen Hovelsrud is here to talk about how we can create consistency in our content and begin thinking like publishers rather than advertisers. Jen is an expert in content marketing, focusing not only on creating content, but the structures and strategies that unify the content and messaging of large, multi-faceted organizations. Jen is breaking down what she calls a federated model of content marketing that allows for consistency and unity when working with several brands under a single parent company. She also shares her philosophy on companies needing to become publishers and emphasize tactics that build relationships and foster brand loyalty. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: 1. Purpose-Driven Persistence: Jen Hovelsrud illuminates the dedication necessary for implementing a purpose-driven approach within large organizations, highlighting that successful integration spans beyond a mere marketing strategy to become the core of business operations. Aligning people and brands with this mission demands time, patience, and concerted effort, as evidenced by the nine-month timeframe to establish it at the corporate level. 2. From Advertisers to Publishers: Shifting the marketing mindset is essential in today's content-rich landscape, and Jen underscores the importance for brands to evolve from thinking like advertisers to becoming savvy publishers. This transformation enables the creation of impactful, engaging content that fosters authentic relationships with audiences, relying on a deep understanding of their needs and a clear, insightful point of view. 3. Infrastructural Integrity: Building the backbone to support a purpose-driven narrative requires more than just passion; it necessitates a robust organizational framework. This groundwork lays the foundation for aligning content strategies with an overarching purpose, setting the stage for brand consistency and amplifying the resonance of messaging across various audiences. 4. Managing Momentum and Expectations: Sara Payne and Jen Hovelsrud discuss the nuanced dance of balancing the slow build of a purpose-driven brand with managing stakeholder anticipation for quicker wins. Accountability to the mission and an unwavering commitment to storytelling integrity are vital for amortizing the extensive investment involved in this strategic shift. 5. Content Harmony in a Digital World: Breaking down silos is crucial for achieving content objectives that resonate with and add value for the audience. Jen's federated model of embedding specialized teams within business lines exemplifies a strategic approach for nurturing content harmony and brand consistency during an era of rapid digital content proliferation. https://www.youtube.com/watch?v=XX_Vq3lTU5Y About Jen Hovelsrud Staff Vice President Elevance Health Jen leads Enterprise Content Marketing and Social Media for Elevance Health, a health company and largest licensee of Blue Cross Blue Shield Health plans. She is focused building brands through strategically-connected and purpose-driven driven content and communication. LinkedIn.com/in/Jennifer-Schoech-Hovelsrud Www.ElevanceHealth.com

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. Today, Ben Ellenbecker is joining us to talk about the ways social media has been reshaping brand storytelling within the healthcare industry and B2B marketing as a whole. Ben is a social media strategist who has been helping household-name brands create impactful content and tell their stories for more than a decade. It is now clear that healthcare brands need to part of the social media party, even accepting platforms like TikTok and blending education with entertainment to capture attention. We're focusing on the concept of “social first” marketing strategies, exploring how even B2B brands should be thinking in terms of content, leveraging the creator economy, and replacing highly polished content with more personal, raw videos. Key takeaways: 1. Unlocking the Creator Economy: The conversation breaks down the creator economy's role in revolutionizing healthcare marketing. We unpack the strategic utilization of creators as vital resources, producing content that not only engages but also educates, ensuring that healthcare organizations can stay relevant and relatable in the fast-paced world of social media. 2. Creating a Team: Sara and Ben discuss the importance of marrying strategy, creativity, and community management within a team. Whether through hiring in-house or partnering externally, these pillars support the construction of an effective and responsive social presence tailor-made for healthcare's unique digital challenges. 3. Understanding TikTok: Ben spotlights the unexpected power of TikTok for B2B, advocating for healthcare brands to harness the platform's potential. He offers insights into producing content that doesn't just resonate with Gen Z but also sets a viral trend across various social channels, proving pivotal for healthcare narratives aiming to make a widespread impact. 4. Navigating Regulations: In a highly regulated industry, Sara and Ben discuss the balance between compliance and creativity. Discussing proactive engagement with regulatory bodies and leadership, they pave a pathway for healthcare brands to design effective content strategies that not only meet guidelines but also bring enriching, authentic stories to the forefront of social engagement. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. https://www.youtube.com/watch?v=fspNMO1i3bU&t=134s About Ben Ellenbecker Senior Social Consultant Ben is a senior social strategist who, over the past 13 years, has led content and storytelling for some of the world's most impactful brands, including The United Nations, Google, American Cancer Society, IBM, Nintendo and more. He specializes in helping companies make meaningful connections with their audience through social content and campaigns. He currently runs a consultant practice based here in Minneapolis.

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. Today, Emily Hansen is joining us to share how her successful awareness campaigns have been improving the lives of breast cancer survivors throughout the country. In promoting a highly sensitive and personal medical procedure, Emily and her team at Axogen developed a marketing plan that balanced raising long-term awareness and managing short-term performance pressures. Emily will share her insights about the critical role of storytelling, the significance of treating survivors as individuals with their own narratives, and the importance of keeping the focus on the issue at hand over the brand. From leveraging patient advocates to interpreting both quantitative metrics and success stories, we'll uncover what it takes to build a long game in health marketing and why immediate results should not overshadow lasting impact. Key Takeaways: Advocacy & Authenticity: Storytelling isn't just an art; it's a powerful tool for empathy and education, especially in health marketing. Emily shares the sensitive and authentic approach required when collaborating with patient advocates, and why treating them as individuals with lived experiences is vital for meaningful advocacy. Metrics vs. Stories: In health marketing, the balance of quantitative metrics and anecdotal narratives is essential. Our conversation explores the importance of both, their influence on executive discussions, and why focusing on awareness rather than lead generation can significantly shift perceptions and practices within the healthcare community. Building Momentum: Learn about the strategies that drive consistent investment and growth over ephemeral PR stints. Emily also shares insights into Axogen's increased success indicators, such as website traffic, time spent on-site, conversions, and more. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. https://www.youtube.com/watch?v=GENv6Lva7t8&t=2s About Emily Hansen Senior Director, Market Development Axogen Emily Hansen is the senior director of the Resensation® program at Axogen. She's experienced in helping breast cancer patients and surgical care teams understand the prevalence of numbness after mastectomy and what can be done to surgically address it. Specializing in advocacy and education, Emily uses that experience increase awareness nationally about the impacts that numbness after mastectomy has on patient recovery, quality of life and physical safety.  www.resensation.com linkedin.com/in/emilyhansen57

Welcome to the premiere episode of the Health Marketing Collective, where strong leadership meets marketing excellence. Trust is everything in healthcare, and this episode unravels the keys to leveraging trust as a strategic driver for your business. Sara Payne, our host and a health marketing strategist at Inprela Communications, is sharing four foundational rules for building and maintaining trust between healthcare brands and their audiences: 1. Use purpose-driven messaging: Understand the impact your company aims to make in the world and why it matters. Communicate your purpose authentically and consistently across all marketing channels to create a deeper connection with your audience. 2. Be approachable: Simplify your messaging, avoid jargon, and engage openly with your audience to foster trust and support. Humanize your brand to make it relatable and less intimidating. 3. Leverage third parties to get your story out: Seek endorsement from peers, customer advocates, and industry experts to build credibility and reach new audiences organically. Their stories and experiences act as social proof, establishing trust and loyalty with your customers. 4. Be authentic and unscripted: Replace corporate jargon with real, passionate communication. Showcase the human side of your brand through unscripted content to build meaningful connections with your audience. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. https://www.youtube.com/watch?v=_XoXjEhRkvM&t=5s

Welcome to the Health Marketing Collective, where we're tackling issues at the intersection of health marketing leadership and brand-building excellence. By bringing together top minds in marketing, we're creating a space for candid conversations that have the power to shape the future of healthcare.We believe storytelling can change the status quo–and we've seen it happen. I'm Sara Payne of Inprela Communications, a storytelling firm that builds campaigns that break through the noise, create movements, and establish brands as leading voices in the industry.And we're just getting started. The Health Marketing Collective aims to broaden the spotlight, highlighting great people who are leading truly life-changing, brand-building campaigns. I'm sharing the mic with thought leaders who are actively working to fulfill the health industry's true potential.Join me every other Wednesday for new episodes featuring prolific leaders and marketing experts, sharing their stories about building brands in the healthcare space and the powerful ways they're driving companies forward.I cannot wait to share these conversations with you. Thank you for being part of the Health Marketing Collective.