Health Marketing Collective

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence.On today’s episode, we’re joined by Wendy Cutting, VP and CTO of Product, Data, and Engineering at HealtheMed, to dig into one of the most important and nuanced challenges in healthcare: the often-fraught relationship between product and marketing. As someone who has navigated this dynamic for more than 20 years in both retail and healthcare organizations, Wendy offers a seasoned, practical perspective on why friction arises between product and marketing—and, crucially, what it takes to break down silos and truly drive adoption and impact.Wendy’s expertise lies in transforming business strategy into scalable healthcare technology, embedding security, compliance, and operational rigor at every stage. She partners deeply with marketing and executive teams, ensuring that every product built aligns with the way it’s positioned and understood in the market. As Sara Payne and Wendy Cutting unpack the tension between product validation and iteration versus marketing’s drive for activation and scale, they explore how data, executive alignment, and cross-functional collaboration are essential to maximizing both innovation and adoption.Together, they look at real-world lessons from retail, practical approaches from healthcare, and actionable strategies for any organization striving to improve collaboration and move as one unified team.Key Takeaways:Data as the Critical Bridge: The recurring theme throughout the discussion is the value of data—particularly the role of dedicated analytics teams as the connective tissue between product and marketing. Rather than relying on product or marketing to own and interpret the data independently, organizations see the most alignment and trust when an objective analytics group manages the data, making it accessible and transparent for all teams ([00:05:30 - 00:06:26]).Roadmap Transparency Drives Alignment: Successful organizations foster collaboration by involving both product and marketing in roadmap planning early and often. This includes openly sharing roadmaps, planning work well in advance (ideally giving marketing a six-month window for larger organizations), and engaging in collaborative quarterly business reviews. Such practices help both sides anticipate needs, plan resources, and adjust tactics to better serve shared goals ([00:08:30 - 00:11:16]).Lessons from Retail: True Customer Focus: Drawing on her background at Best Buy and Target, Wendy Cutting argues that healthcare has much to learn from retail’s customer obsession. In retail, understanding and personalizing to the end user is essential—otherwise, there is no sale. In healthcare, complexity and segmentation often obscure that focus, but those organizations that embrace human-centered design (as in retail) achieve stronger engagement and better results ([00:12:05 - 00:12:44]).Building Trust Through Regular Cross-Functional Meetings: Beyond just process, success also comes down to relationships. Regular, bi-weekly touchpoints between product and marketing leaders—even when there’s little on the agenda—foster trust, friendship, and mutual understanding. This consistency sets the tone for fast pivots, shared wins, and more empathetic collaboration across the board ([00:24:17 - 00:24:39]).Executive Support and a Shared Purpose: Executive alignment is critical: when leadership frames business objectives clearly and everyone is on the same page about ultimate goals, it becomes much easier to resolve tensions and unite product and marketing behind outcomes that matter for both business and customer. Wendy Cutting emphasizes that technology and marketing should always serve people first—not just revenue—by solving what’s genuinely missing in people’s lives ([00:22:14 - 00:22:50]).Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it.Mentioned in this episode:Health Marketing Collective is Powered by InprelaThe Health Marketing Collective is powered by Inprela: a communications firm built for health brands determined to lead, not follow. We partner with marketing innovators who aren't just chasing attention—they're building movements. Connect with the audiences shaping the future of care and lead the conversations that move your market. Ready to rise above the noise? Visit inprela.com. Let's create something that moves the market.Inprela Communications

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence.On today’s episode, Carrie Maurer joins Sara Payne for the second conversation in a powerful two-part series dedicated to the realities of high-stakes, consensus-driven B2B buying environments. With over 25 years of experience as a senior marketing and growth leader, former CMO, and advisor to CEOs across industries, Carrie Maurer brings deep expertise in guiding leadership teams to unlock market expansion and position marketing as a true partner in revenue growth.This episode centers on the inside story of how major B2B buying decisions are really made—and why even the most innovative solutions and persuasive pitches can still stall or slip through the cracks. Sara and Carrie zoom in on two critical, often misunderstood concepts: the group dynamics behind big-ticket buying choices, and the pivotal role trust and risk management play in moving opportunities through complex sales cycles. More than exploring marketing tactics, they tackle structural and cultural barriers that can either empower—or hinder—marketing from being a genuine driver of business decisions and deal velocity.Key Takeaways:In High-Stakes B2B, Inaction Is the Real CompetitorCarrie Maurer points out that B2B deals most often stall not because a buyer doesn’t like a solution, but because taking action feels risky—and the default, safest choice is to do nothing. Buyers hesitate when they cannot fully defend their decision internally, meaning trust and risk reduction are more impactful than even the best innovations.Decisions Are Made by Groups, Not IndividualsThe notion that marketing and sales can win over a single ‘key decision maker’ is fundamentally flawed. Meaningful B2B decisions are nearly always made by buying groups—informal or formal clusters with varied priorities, concerns, and veto power. Effective marketing strategies must look beyond personas to understand and support the group dynamics and internal politics that shape consensus.Marketing’s Role Is to Help Decisions ‘Travel’Success isn’t just about generating interest. Marketing must help opportunities move from initial clarity (awareness) through confidence (defensibility) to consensus (organizational alignment). This means anticipating objections, aiding internal champions, and providing tools and narratives that enable buyers to ‘sell’ the decision internally.Operating Models Can Be Hidden Constraints or Force MultipliersA major cause of stalling is not creative failure but structural misalignment within marketing teams. When internal processes and shared services slow marketing’s responsiveness, opportunities slip and trust erodes—both with buyers and inside the business. Organizations that prioritize impact (speed, alignment, proximity to buyer needs) over efficiency (queues, rigid processes) empower marketing to be a genuine growth driver.Trust Is Built Through Defensibility, Not Just Brand WarmthIn B2B, trust isn’t about likability or soft sentiment. It’s about creating ‘safety’ for buyers: Are you enabling them to defend and own the buying decision with confidence in front of skeptical stakeholders? Marketing must provide proof points, support, and responsiveness at exactly the right moment to reduce the personal and emotional risk involved in high-profile buying decisions.This episode provides both a mirror and a map for marketing leaders: If your team is only focused on personas, lead generation, or creative campaigns, you’re missing the real leverage point. True marketing excellence requires architecting cultures, systems, and models that enable decisions to move with confidence, speed, and group consensus—because when decisions move, revenue follows.For more insights or to connect with Carrie Maurer directly, reach out via LinkedIn, and stay tuned to the Health Marketing Collective for the best in leadership-driven marketing strategy.Mentioned in this episode:Health Marketing Collective is Powered by InprelaThe Health Marketing Collective is powered by Inprela: a communications firm built for health brands determined to lead, not follow. We partner with marketing innovators who aren't just chasing attention—they're building movements. Connect with the audiences shaping the future of care and lead the conversations that move your market. Ready to rise above the noise? Visit inprela.com. Let's create something that moves the market.Inprela Communications

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence.On today’s episode, Carrie Maurer joins host Sara Payne for a candid exploration of marketing’s impact in complex B2B environments where buying cycles are long, decisions are high stakes, and the revenue impact of marketing matters more than ever. With over 25 years as a CMO and growth leader working alongside CEOs in large enterprises, high-growth companies, and startups, Carrie is uniquely positioned to offer a real-world perspective on how marketing can—and must—operate as a genuine driver of revenue in regulated, highly complex industries.The episode is anchored around one crucial question: If marketing disappeared tomorrow, would revenue actually suffer? Together, Sara and Carrie dig into what it means for marketing to be accountable to revenue, as opposed to simply activity or awareness metrics. They explore how marketing’s influence goes beyond campaigns or messaging, and instead is about aligning strategy, operations, and storytelling so that growth can happen.Carrie brings clarity to the often-overlooked design problems that prevent marketing from impacting revenue, emphasizing the importance of leadership decisions, system design, and cross-functional accountability. The conversation moves from practical signals of marketing’s real impact—like buyer momentum and internal champion empowerment—to the nuances of strategic partnership between sales and marketing, and the discipline of sequencing growth activities. Rounding out the episode, Sara and Carrie discuss the value of patience as a strategic advantage and the critical need for marketing to measure and influence decision movement, not just attention.Thank you for joining the Health Marketing Collective, where strong leadership meets marketing excellence. The future of B2B marketing depends on it.Key Takeaways:Marketing’s True Accountability Is to Revenue, Not ActivityCarrie challenges marketing leaders to reconsider what they measure. Activity metrics—like campaign impressions, downloads, or event attendance—are visible and controllable, but they signal motion, not movement. The real test of marketing’s impact is whether it drives revenue by helping decisions progress within the buyer’s and seller’s organizations.Design Problems Need Leadership Decisions and System AlignmentIf marketing’s absence wouldn’t affect revenue, it’s not a failure of people but a sign that marketing hasn’t been designed to influence where decisions are made. Fixing this requires leadership choices around scope, structure, priorities, and operating models—not just more marketing effort.Strategic Partnership Between Sales and Marketing Is EssentialFor marketing to have a revenue impact, it must sit at the strategic table with sales, product, and operations. When marketing has commercial fluency—understanding the product, competitive landscape, buyer environment, and internal business case dynamics—it strengthens sales teams, empowers internal champions, and helps navigate complexities that stall high-stakes decisions.Sequencing and Patience Are Strategic Advantages in B2B GrowthIn complex sales cycles, the discipline of sequencing—guiding both buyer and seller organizations through the right steps in the right order—is more important than speed for its own sake. Patience, when combined with strategic discipline, accelerates true momentum and ensures decisions progress with confidence, reduced friction, and less risk.Measure Evidence of Movement, Not Just AttentionThe most meaningful marketing metrics in complex B2B environments are observable signals that a decision has advanced: stakeholders joining earlier, buyers asking implementation questions, champions articulating the value proposition in their own words, and sales spending more time on next steps instead of re-explaining basics. These are signs of confidence and alignment—core to marketing’s role as a revenue driver.Subscribe to the Health Marketing Collective to continue learning how strong leadership and marketing excellence are reshaping the future of business. And stay tuned for Part 2, where Carrie returns to explore why so many marketing teams struggle to deliver on true revenue accountability.Mentioned in this episode:Health Marketing Collective is Powered by InprelaThe Health Marketing Collective is powered by Inprela: a communications firm built for health brands determined to lead, not follow. We partner with marketing innovators who aren't just chasing attention—they're building movements. Connect with the audiences shaping the future of care and lead the conversations that move your market. Ready to rise above the noise? Visit inprela.com. Let's create something that moves the market.Inprela Communications

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence.On today’s episode, Sara Payne welcomes Robin Goldsmith, practice leader for Verizon’s healthcare domain practice and host of the “Healthcare on Air” podcast. With more than two decades of experience spanning patient engagement, media, data analytics, and digital transformation, Robin Goldsmith shares his unique perspective from the frontlines of healthcare marketing innovation. This conversation explores what it takes to lead through moments when the pace of innovation outstrips understanding—and the old playbook no longer works.Throughout the episode, Sara and Robin discuss what it feels like to drive (and survive) fundamental change in healthcare, the challenges and surprises of shifting entrenched practices, market readiness for innovation, and the evolving role of marketing leadership as technology transforms how care is delivered and experienced. From navigating resistance and cultivating trust to finding simplicity in complex solutions, this episode is packed with actionable insights for marketing and leadership professionals at every stage of healthcare transformation.Thank you for being part of the Health Marketing Collective. The future of healthcare depends on strong, innovative leadership and marketing excellence.Key TakeawaysChange Management Requires Courage, Storytelling, and Customer FocusRobin recalls the shift from broad campaigns to data-driven marketing at Everyday Health and CrossX, highlighting that guiding organizations through change demands leaders to step out of their comfort zones. Success hinges on the ability to weave a compelling, benefit-driven narrative and keep the end customer—whether patient or practitioner—at the forefront of every strategy (03:53).Market Readiness Is Critical for Innovation SuccessInnovations in healthcare marketing only flourish when the market is fundamentally ready for change. Robin emphasizes the importance of identifying early adopters and mapping out educational phases to gradually build acceptance and momentum. Pushing the market too soon often results in resistance; thoughtful go-to-market strategies, incremental testing, and understanding organizational priorities are essential (06:24).Building Trust—Not Just Change—Drives AdoptionTrust is the foundation for any successful transition in healthcare marketing. Teams must anticipate objections, map customer concerns, and create easy on-ramps for testing new strategies. Robin notes that allowing incremental adoption and being honest about failure builds genuine trust with stakeholders, crucial for long-term success (10:02).Simplicity Over Complexity in MessagingBoth speakers reflect on the challenges of communicating complex technological and strategic shifts. Simplicity in messaging—distilling narratives to their essence—improves understanding, buy-in, and word-of-mouth advocacy. Overcomplicating dilutes impact and drives disengagement, especially within large organizations or when rolling out innovative solutions (14:03).Marketing Leadership Must Be Elevated in Times of ChangeAs healthcare changes faster than ever—accelerated by the pandemic, new technology, and shifting consumer expectations—Robin advocates for marketing leadership to have a seat at the strategic table. By shaping narratives, aligning messaging with organizational objectives, and orchestrating channel strategies, marketing can be the catalyst for successful adoption and meaningful transformation (19:04).Join us in celebrating moments when healthcare marketing rises to the challenge, forging the path to a future where excellence and innovation go hand in hand.Thank you for listening and being part of the Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it.Mentioned in this episode:Health Marketing Collective is Powered by InprelaThe Health Marketing Collective is powered by Inprela: a communications firm built for health brands determined to lead, not follow. We partner with marketing innovators who aren't just chasing attention—they're building movements. Connect with the audiences shaping the future of care and lead the conversations that move your market. Ready to rise above the noise? Visit inprela.com. Let's create something that moves the market.Inprela Communications

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In this episode, Holly Spring, Vice President of Corporate Communications at Included Health, joins host Sara Payne to dig deep into the art and science of narrative clarity in health marketing. With a remarkable career shepherding communication through seismic changes in healthcare—from EMR transitions and clinician voice tech adoption to the unpredictable landscape of COVID-19 and the ascent of virtual care—Holly Spring offers unparalleled wisdom for marketers tasked with making complex ideas accessible, resonant, and actionable. In today’s episode, Sara and Holly break down what makes a healthcare narrative truly effective, how to recognize when a legacy story no longer serves, and the steps needed to create internal alignment so that messaging is consistent both inside and outside the organization. The discussion also explores the realities of innovation and boldness in a jargon-laden industry, and reveals why simplicity, authenticity, and trusted voices matter most—especially during times of disruption. We’ll learn how Included Health built—and continues to evolve—a one-page narrative that is both aspirational and grounded, and get a behind-the-scenes glimpse of practical adoption strategies, from CEO partnership to company-wide engagement. Rounding out the discussion, Holly shares her perspective on AI’s role in marketing strategy, the power of feedback loops, and actionable recommendations for leaders navigating the noisy health marketing landscape ahead. 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: Clarity and Simplicity Win During Disruption: Holly emphasized that, especially in transformative moments, more information is not necessarily better. Instead, marketers should focus on clear, simple messages delivered through trusted voices. Avoid the trap of excessive complexity and lean on simplicity to help audiences—whether internal teams, clients, or consumers—truly understand and connect with your story. Building a Timeless, Elastic Narrative: Great narratives answer the basics: who you are, what you do, and the value you deliver. Holly shared Included Health’s approach of selecting familiar but meaningful words that are aspirational enough to grow with the company, yet grounded in today’s reality. Successful messaging is both “speakable” (easy for everyone to use in conversation) and emotionally charged—capable of rallying both employees and customers. Buzzwords Alone Don’t Differentiate: In a marketplace saturated with terms like “integrated care” and “whole person health,” standing out requires more than industry jargon. Holly described how Included Health extends buzzwords with clear, ownable language—such as “mind, body, wallet support”—to spark genuine curiosity and make their value proposition concrete and memorable. Internal Alignment Is a Process—Not an Event: Achieving strong company-wide adoption of a new narrative demands intentional rollout: from partnering with the CEO and leadership, to department-level rollouts, all-company meetings, and hands-on workshops. Holly advised that embracing new language often feels awkward and requires letting go of comfortable legacy terms, but it’s necessary to position the organization for where it’s going—not where it’s been. Harness AI for Both Efficiency and Strategy—And Use It as a Feedback Loop: Holly described Included Health’s integrated approach to AI: using tools like Writer for generating content “catalogs” that meet both audience needs and channel requirements, while emphasizing that efficiency gains must serve broader strategy. The team also runs regular “LLM audits”—asking AI tools what they know about Included Health—to reveal how the company is perceived externally, using that insight to refine future content and strengthen employer branding. Whether you’re defining your company narrative, driving internal change, or shaping health marketing’s evolving future with AI, this episode is a masterclass in purposeful, authentic communication. Thank you for tuning in to Health Marketing Collective. Stay bold, stay clear, and keep shaping the future of healthcare—because the future of healthcare depends on it. [embed]https://youtu.be/4pCVSi-GVww[/embed] About Holly Spring Holly Spring (she/her) Vice President of Corporate Communications, is a seasoned communications and brand professional with over two decades of experience, spanning agency work and in-house leadership roles. She stands out as a leader deeply immersed in the intersection of innovation and healthcare delivery. Holly has been instrumental in shaping narratives during pivotal industry shifts, from the adoption of electronic medical records and voice-enabled technology for physicians to the rapid acceleration of virtual care during COVID-19. Her career reflects a consistent alignment with breakthrough brands and forward-thinking leadership teams pushing the boundaries of what's possible in healthcare. Holly has held key communication and brand leadership roles at companies like Nuance Communications, athenahealth, and Amwell. She lives outside Boston with her family.

Welcome back to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, Sara Payne guides us through the rapidly changing landscape of health marketing and offers her bold predictions for 2026. But don’t expect another superficial look at the “latest AI shortcuts” or a list of emerging digital platforms—this episode is about something deeper and more lasting. Sara highlights a fundamental shift that’s transforming the very core of health marketing: the move from technological novelty to meaningful human connection, influence, and leadership. Drawing on daily conversations with marketing leaders, founders, and executives—not just on industry reports—Sara Payne lays out six essential trends that will separate the leaders from the followers in health marketing over the next two years. These aren’t just predictions, but deliberate decisions and approaches. Sara challenges us to see that the brands that win will be the ones that move closer, not louder, focusing on real relationships, trust, and authentic influence. Thanks for being a part of the Health Marketing Collective. The future of healthcare depends on it. Key Takeaways: Human Connection Becomes the Strategy: In an era where AI is making “mediocre marketing incredibly efficient,” true value now lies in creating fewer, more meaningful conversations. Sara stresses that human connection is no longer the “soft stuff”—it’s the strategic moat. Success will come to brands that invest in deeper relationships, invite-only roundtables, intentional follow-ups, and authentic presence, rather than just producing more content. From Earned Media to Earned Influence: The definition of earned media is evolving. With shrinking newsrooms and fragmented attention, Sara explains that the new currency is “earned influence:” it’s not about where you show up, but who trusts and engages with you. PR strategies that chase only exposure will fall short; brands must now focus on building relationships, credibility, and trust within their communities and among peers. Metrics Will Get Smaller and More Honest: The era of vanity metrics is ending. Sara predicts that brands will shift to measuring trust, depth of conversation, and quality of relationships—even if those numbers are less flashy. One trusted connection can outperform a thousand passive impressions. Successful brands will be those brave enough to prioritize and report these more intimate, honest metrics. Executive Social Media as Leadership, Not Amplification: Simply sharing pre-written posts won’t cut it. In 2026, executive presence on social platforms like LinkedIn, YouTube, TikTok, and Instagram must be deeper and more meaningful. People want access to how leaders think, not just what the marketing team writes for them. True executive social presence is about sharing genuine viewpoints, engaging in real dialogue, and showing curiosity, conviction, and humanity. Customer-First Mindset is No Longer Optional: Centering on the customer is now the bare minimum. Self-centered messaging about a brand’s solution or roadmap will no longer be tolerated by audiences. Marketing must be grounded in genuine customer needs and real-world impact. Those who try to fake empathy or customer orientation “will be rejected.” The question for every brand should move from “Does this scale?” to “Does this matter?” Personal, authentic moments—regardless of their size—will define brands in 2026. The future belongs to those who show up, engage genuinely, and lead with intent. Thank you for joining the Health Marketing Collective. Stay tuned as we bring more leaders and innovators who are building the future of healthcare marketing from the inside out. If you have thoughts or predictions about what's to come, join the conversation and help us shape what’s next. [embed]https://youtu.be/rfku4StlpGU[/embed]

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today’s episode, we’re joined by Vasanta Pundarika, CEO of Lotuspring, a renowned healthcare investment banker, and trusted advisor to industry leaders who are working to bridge the gap between clinical conviction and sustainable scale—especially in women’s and behavioral health. Hosted by Sara Payne, this powerful conversation dives deep into why so many healthcare brands are missing a pivotal movement in women’s health, what it takes to truly earn women’s trust, and how marketing, operations, and clinical teams can come together to create meaningful experiences that serve women holistically. Women’s health is having a moment—but as Vasanta shares, it’s more accurately a movement, driven by years of systemic gaps and a growing recognition that the status quo isn’t enough. Despite the buzz, many organizations talk about leading in women’s health without making necessary investments or creating real, differentiated experiences for female patients. A veteran in both finance and healthcare, Vasanta unpacks what ‘good’ truly looks like when brands commit to women’s health. From aligning marketing strategy with clinical substance, to collaborating across the C-suite, to acknowledging and addressing patient experience pain points—today’s episode lays out a clear, actionable path for healthcare leaders and marketers ready to close the gap and build genuine, lasting trust with women. The discussion explores real-world pitfalls like “pink washing,” the underestimation of women’s health complexity, and siloed planning between departments. Vasanta Pundarika also highlights industry standouts and the need for both niche and broad-based organizations to step up. Specific case studies in behavioral health, perimenopause, and cardiac care underscore the urgency of creating inclusive solutions, not just for women but for the health of families and communities at large. 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. Move Beyond “Pink Washing”: Simply rebranding existing services or adding “women’s health” messaging is not enough. Vasanta cautions against the pitfall of making things “pink” instead of developing real, differentiated clinical protocols and care pathways that address women’s unique healthcare needs. Authenticity and substance, not symbolic gestures, win trust. 2. Patient Experience Is the Product: Women’s trust is built—or broken—in the details of the patient journey. Friction, complexity, or mismatched promises quickly erode brand loyalty. Brands that reduce barriers, provide holistic navigation, and deliver truly seamless experiences demonstrate that they “see” and value their female patients. 3. Alignment Across Marketing, Clinical, and Operations Is Essential: Growth in women’s health—and sustainable, trusted brands—requires collaborative strategy development. Vasanta recommends convening marketing, clinical, operations, and strategy leaders together to ensure what’s being marketed is real, deliverable, and meaningfully distinct for women. 4. Word of Mouth and Community Influence Are Powerful Drivers: The “voice of the customer”—listening to real women, collecting feedback, and amplifying their positive experiences—matters immensely in healthcare. Pilots, testimonials, and sharing what works for women allows brands to build authentic, organic trust and a broader community impact. 5. Don’t Underestimate the Scope of Women’s Health Needs: Women’s health extends far beyond OBGYN care. Behavioral health, heart health, and other specialties have unique female presentations and logistical barriers. Leaders must invest in market research, engage with clinicians, and commit resources to understanding these distinctions. Inclusive care means considering medical, logistical, and cultural realities—and involving men in the education process as allies. This episode is a blueprint for how marketers and healthcare leaders can move from talk to action, driving impact for women, families, and the entire healthcare landscape. [embed]https://youtu.be/KaQ8SITMyno[/embed]

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, Sara Payne is joined by Nishant Shukla, Chief Marketing Officer at SCAN Health Plan, for a candid and compelling discussion about one of this year’s most talked-about health marketing campaigns: “Health Insurance is Broken.” As SCAN geared up for the 2025 Medicare open enrollment period, its bold new initiative ditched rosy portrayals of senior life in favor of authentic, relatable stories that put the frustrations of the healthcare system front and center. Nishant shares the strategy and intention behind the campaign—anchored in SCAN’s activist roots—revealing how honest storytelling and a commitment to genuine experience resonate with both members and the broader industry. The episode dives into the campaign’s genesis, the challenges and benefits of taking a public stand, how member and employee feedback shaped the creative approach, and the measurable impact on brand awareness, business performance, and industry dialogue. Key Takeaways: Authenticity Is Boldness in Health Marketing: Nishant emphasizes that boldness in healthcare marketing doesn’t require shock value—it demands authenticity. The “Health Insurance is Broken” campaign resonated because it spoke honestly about the pain points seniors face in navigating health insurance. By focusing on what members really experience, Scan Health Plan created a rallying cry that drew attention, trust, and excitement from both consumers and employees. Mission-Driven Messaging Builds Lasting Trust: SCAN’s activist heritage—from its founding by “12 Angry Seniors” seeking better healthcare—remains the guiding force behind the brand’s messaging. Nishant advises marketers to ensure campaigns are connected to organizational mission, which enables them to speak candidly about what’s broken and what needs to change. This deep alignment fosters pride, trust, and a strong connection between the organization and its members. Listening and Insight Drive Campaign Success: The campaign’s success was grounded in thorough consumer and market insight—listening to member experiences, analyzing service calls, and gathering direct feedback. Nishant shares how SCAN’s continuous feedback mechanisms (including direct emails to the CEO and regular review of service interactions) allow them to understand real member pain points. This ongoing listening translates into creative that feels fresh, different, and honest to the target audience. Positive Impact Internally and Externally: The effects of the campaign were felt throughout the organization. Members expressed pride, prospective members saw something new, and employees felt energized—motivated to improve every touchpoint of the member experience. Even competitors reacted, some defensively, which Sara points out is often a sign the campaign is truly breaking through. The “Health Insurance is Broken” narrative has united Scan’s staff and members around a shared mission of improvement. Bold Campaigns as Calls to Industry Action: Nishant sees the campaign not just as marketing, but as a “clarion call” for the entire health insurance industry to acknowledge inefficiencies and strive for real change. By owning imperfections and committing publicly to fixing them, SCAN challenges the status quo—and invites other stakeholders to do the same. The campaign’s early success, including record enrollment numbers and strong engagement metrics, demonstrates that honest, member-focused storytelling can lead to transformative business results and industry momentum. Don’t forget to subscribe for more insights from the Health Marketing Collective, where we spotlight marketing excellence and leadership at the forefront of healthcare transformation. [embed]https://youtu.be/LPRL5GIoHr8[/embed]

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence.On today’s episode, Sara Payne sits down with Misty Ladner, Senior Vice President of Consumer Marketing at Wondr Health, to explore the intersection of science, storytelling, and empathy in healthcare marketing. Together, they unpack what it truly takes to motivate people to engage with their health, translating awareness into lasting action. Misty brings decades of experience in designing digital programs that tackle obesity and chronic disease, always with a focus on building trust, changing behavior, and humanizing healthcare.Our conversation covers everything from the fundamental differences between tech marketing and healthcare marketing, to balancing creativity and compliance, behavioral science-backed approaches to consumer engagement, and the evolving role of AI and data personalization in building meaningful and effective marketing strategies. We dive into real stories of impact—like Teddy’s transformation—and highlight how marketing leaders can anchor strategy in compassion and measurable consumer outcomes rather than just transactional metrics.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:Trust Is the Cornerstone of Healthcare MarketingMisty breaks down the fundamental difference between tech and healthcare marketing: while tech often leans on delight and convenience to drive adoption, healthcare is inherently personal and emotional. Building trust is non-negotiable—it’s the foundation that enables patients to take action, especially when dealing with vulnerable topics like weight loss and chronic disease. Wondr Health’s approach emphasizes empathy, thought leadership, and the creation of personal mirrors: “We have helped people like you—so we can help you.”Personalization Drives Long-Term Consumer EngagementRather than treating marketing as a transaction, Misty and her team root engagement strategies in behavioral science and behavioral economics. By understanding each individual’s intrinsic and extrinsic motivators—the “my why”—Wondr Health personalizes not just their product, but every touchpoint, reward, and message a consumer encounters. Moving toward one-to-one personalization, operationalized across the entire lifecycle, is key to helping people stick to their health goals and achieve lasting change.Data and AI: The Path to Scalable CustomizationSuccess in personalized engagement relies on scalable technology. Misty shares how Wondr Health is investing in AI-driven platforms and unified datasets to power true one-to-one communication—from email to SMS to live coaching. AI allows marketers to move beyond broad population segments to individualized experiences, orchestrating communication across channels and continuously optimizing based on real-world data.Consumer Outcomes Must Anchor Metrics and StrategyHealthcare marketers often fall into the trap of treating engagement as a set of transactional metrics—open rates, clicks, retention. Misty urges leaders to keep consumer health outcomes at the center: sleep, energy, joy, and confidence are as important as clinical results. Wondr Health’s culture and business reviews start with participant stories and testimonials, tying business objectives directly to consumer impact and clinical outcomes.Humanizing Strategy: Keep the Individual Front and CenterAbove all, Misty advocates for approaching every campaign as if you’re speaking to a loved one—your mother, aunt, sister, or child. Marketers must remember that behind every data point is a person with a story and a motivation. Relevance, empathy, and connection build trust and drive the real, lasting change healthcare brands aspire to create.Don’t miss Misty Ladner’s hard-won, “OG marketing” wisdom: avoid falling in love with your own ideas, stay open to learning (and being wrong), and fight assumptions about your audience—for instance, the best outcomes in weight loss may come from surprising cohorts. In healthcare marketing, the human element isn’t just a differentiator—it’s the engine of success.Subscribe wherever you get your podcasts, and thank you for joining the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it.

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence.On today’s episode, host Sara Payne sits down with Kala Weeks, Vice President of Marketing and Communications for Reperio Health, for a compelling conversation at Health 2025. Reperio Health is transforming preventive care with at-home screening kits and instant results—delivering accessibility, convenience, and speed straight to consumers’ doorsteps. Together, they explore how bold, human-centered approaches in health marketing are breaking through industry noise and shaping the future of care.Kala Weeks shares her philosophy that all buyers are humans first—offering unique insights from her psychology background on why healthcare marketing so often misses the personal touch and how trend-driven campaigns can connect with real people, even in a B2B environment. They delve into Reperio's innovative “trend jacking” strategies, the critical role of leadership support and team nimbleness, the delicate balance between clinical credibility and creative relevance, and the importance of listening deeply to audiences. Plus, learn why Kala Weeks believes we’re at the cusp of a preventive care revolution, and how Reperio is helping consumers overcome fear to embrace their health.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:Human-First Marketing in Healthcare: Kala Weeks underscores the importance of treating buyers as multidimensional humans, not just personas or ICPs. By infusing a psychology-based understanding of what motivates real people—both in their professional and personal lives—Reperio Health creates campaigns that are relatable and resonant, helping the industry move beyond flat, transactional interactions.Trend Jacking for Disproportionate Attention: Reperio Health leverages pop culture moments to make preventive care feel accessible and fun, a strategy Kala Weeks calls “trend jacking.” By connecting universal healthcare needs to widely recognized events (such as clever plays on the American Eagle jeans campaign or Taylor Swift’s candid discussions about family health), marketing efforts gain significant traction and relevance, driving brand recall and engagement even in a competitive B2B landscape. Agility Backed by Leadership and Technology: Nimbleness—both in team structure and campaign approval processes—is essential for capturing fleeting cultural moments. Kala Weeks shares how actionable leadership buy-in and creative liberty empower Reperio's small team to move fast. Technology plays a vital supporting role, with custom AI tools scanning news and pop culture daily to identify opportunities, highlighting the critical intersection of innovation and strategic operations.Balancing Creativity and Clinical Credibility: Staying fresh and relevant doesn’t mean sacrificing trust. Reperio Health maintains clinical credibility by anchoring its messaging in data, published case studies, and well-defined content pillars. This approach allows them to be playful and bold with campaigns while consistently reinforcing medical expertise and reliability—building brand authority among clinical and consumer audiences alike.Listening as a Path to Trust and Adoption: Shifting consumer mindsets from fear of preventive care to embracing proactive health starts with active listening. Kala Weeks emphasizes the necessity of audience research and adapting voice and tone to build authenticity and trust. By prioritizing genuine dialogue over broadcasting, Reperio can address barriers, foster engagement, and truly put the healthcare consumer at the center—essential for thriving in today’s preventive care revolution.Join us at the Health Marketing Collective, where we spotlight the bold voices shaping healthcare, and discover new strategies for leading conversations that move your market forward.[embed]https://youtu.be/3YMJOwQc-10[/embed]About Kala WeeksKala Weeks is the Vice President of Marketing & Communications at Reperio Health, where she’s redefining what B2B health-tech marketing can look like—bold, human, and impossible to ignore. Known for building brands that balance creativity with measurable impact, Kala leads with the belief that fun and effectiveness aren’t opposites—they’re the formula for momentum.

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today’s episode, our host Sara Payne is joined by Andrew Lacy, CEO of Prenuvo, recorded live on the floor of HLTH 2025. Together, they dive into the evolving landscape of preventive healthcare, examining the bold moves required to shift from reactive late-stage disease management to proactive early detection and holistic diagnostics. Andrew brings his experience as an innovator in healthcare, spearheading Prenuvo’s mission to redefine the annual physical through advanced whole-body imaging and blood biomarkers. Their approach opens the door to detecting life-threatening diseases earlier and helping individuals understand the real impact their lifestyle has on long-term health outcomes. The conversation explores why the traditional health system is lagging in diagnostics, the uncomfortable truths that must be confronted for meaningful change, and how both messaging and clinic experience play a critical role in overcoming patients' fear and nurturing gratitude after preventive screening. Sara and Andrew also touch on the systemic and economic challenges of proving ROI for preventive innovations, especially with employers and payers, and how data-driven evidence and strategic partnerships can unlock wider adoption. 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: A New Model for the Annual Physical: Andrew Lacy describes Prenuvo as the “annual physical of the future,” integrating whole-body imaging and blood biomarkers to proactively identify disease. By offering a more comprehensive view than traditional checkups, Prenuvo aims to close the gaps left by current approaches which often produce false negatives and leave individuals in the dark about their health status. Uncomfortable Truths Behind Early Detection: The episode highlights a critical mindset shift required in healthcare: current cancer screenings cover only about 14% of diagnosed cancers, leaving vast blind spots across organs like the liver, kidneys, and brain—areas rarely screened. Andrew emphasizes that true reform lies in challenging incremental fixes and pushing for large-scale preventive health solutions, even as system inertia resists radical change. Mindset, Messaging & Patient Experience: Fear and anxiety are common reactions to the idea of deep health screening, not just for patients but also physicians. Andrew discusses how Prenuvo addresses this by offering warm, inviting clinic environments and reframing preventive health as a form of empowerment rather than dread. Breaking down these psychological barriers through thoughtful marketing and messaging is essential for shifting public and professional attitudes. Driving Adoption Through Education & Evidence: Change doesn’t happen overnight. Prenuvo’s strategy involves educating physicians—often skeptics themselves—by turning them into advocates after experiencing screenings personally or through their patients. The company is investing in prospective clinical trials to gather the long-term data necessary for convincing payers, employers, and insurance providers to support and cover preventive diagnostics. Navigating Economic Challenges for Preventive Health: One of the episode’s key marketing challenges is proving the ROI for preventive interventions in a system where patients often change jobs (and insurance plans). Andrew shares how partnering with blue-collar employers, who see long-term employee loyalty and higher occupational risks, provides an ideal proving ground for demonstrating impact. This targeted approach lays the groundwork for broader adoption, beginning with high-risk populations and expanding coverage incrementally as evidence builds. **DISCOUNT CODE: Prenuvo is generously offering our listeners $300 off a full-body MRI scan. To redeem, visit prenuvo.com/THMC. Learn more about Prenuvo at prenuvo.com. [embed]https://youtu.be/6G5c67gyN10?si=MX0Ww_Xn2kabyzJS[/embed]

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, we’re thrilled to welcome Kelly Franchetti, CEO of The Patient View, as she joins host Sara Payne for a candid discussion on what it truly means to put patients at the heart of health marketing. As an insights leader, nurse, and rare disease mom, Kelly fuses her unique personal and professional experiences to advocate for authentic patient engagement, offering actionable strategies for brands to move beyond lip service and embrace genuine patient-centricity. Kelly brings a compelling perspective on the patient journey, informed by her own family’s experiences navigating rare diseases and clinical trials. She shares how her advocacy work led her to challenge the healthcare and pharma status quo, calling for substantive involvement of patients in every aspect of study design, marketing, and support program development. Throughout the conversation, Sara and Kelly explore why “patient-centric” risks becoming just another buzzword, how to avoid costly missteps by listening to patient insights, and the organizational challenges that often stall efforts to turn data into change. They discuss real-life examples of brands pivoting strategies in response to patient feedback, and highlight the importance of enterprise-wide buy-in, frequent iteration, and empathy as foundational principles in modern health marketing. Key Takeaways: Patient-Centricity Must Be Actionable, Not Just Aspirational: Kelly underscores that real patient-centricity requires actively seeking out patient perspectives through research and acting on what is learned. It’s not about relying solely on AI or superficial data; it’s about integrating genuine patient voices, frequently revisiting those insights, and ensuring they shape every aspect of marketing and brand strategy. Enterprise Buy-In Drives Change, While Siloes Stall Progress: One of the main reasons patient insights aren’t implemented is the lack of enterprise-level buy-in. Kelly points out that meaningful change rarely happens in fragmented organizations. Successful brands foster cross-functional alignment and maintain internal champions who advocate for patients throughout all stages of research, development, and commercialization. Early and Iterative Engagement Avoids Costly Missteps: Kelly shares powerful examples of campaigns and trial materials that dramatically changed direction thanks to patient feedback. For instance, using “the wrong shade of pink” for triple negative breast cancer materials nearly became an expensive mistake. Bringing patient input in early—and returning for further feedback during iteration—saves resources and enhances resonance. Empathy and Authenticity Build Trust: Marketers often underestimate how small gestures—like mentioning that support materials were created with real patients and caregivers—can foster trust. Empathy is the foundation of truly patient-centric marketing. It's not enough to assume clinical expertise translates into understanding; language and context must be shaped by authentic patient experience. Patient Insights Can Be Quick, Cost-Effective, and Highly Influential: Kelly dispels myths that rigorous patient research is always expensive or slow. Reviewing existing data, leveraging small rapid studies, and continually refreshing patient advisory boards are accessible ways to keep messaging and services aligned with evolving patient needs. The key is to act, even if incrementally, and recognize that integrating the patient perspective is a journey—not a one-time project. Don’t forget to subscribe wherever you get your podcasts. Thank you for tuning in to the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. [embed]https://youtu.be/Jg5UrG3lzGQ?si=sIBh8yyAGipv8evx[/embed]  

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, Sara Payne sits down with Emily Hansen, Senior Director of the Resensation program at Axogen, to discuss how healthcare brands can leverage thought leadership to reshape public perceptions, influence behavior change, and ultimately become architects of a health revolution. As a specialist in advocacy and education, Emily champions awareness about a lesser-known but highly prevalent outcome of breast cancer surgery: chronic numbness following a mastectomy. Through her work at Axogen, she’s spearheading a movement to empower breast cancer patients and their care teams with knowledge and solutions that can dramatically enhance quality of life beyond survival—focusing on nerve repair and the pioneering Resensation procedure. In this thought-provoking conversation, Sara and Emily explore the intersection of marketing, education, and advocacy. They dive into the challenges of raising awareness about health issues shrouded by misconceptions, the vital role of patient advocates, and how moving beyond short-term wins toward long-term health movements is key to redefining standards of care. You'll hear about real strategies for engaging the survivor community, addressing clinician knowledge gaps, and the ongoing effort to translate awareness into tangible business and health outcomes. 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: Marketing as a Catalyst for Health Movements: Emily illustrates how powerful marketing can spark a health movement—even for issues that have been historically overlooked. By focusing efforts on educating both patients and clinicians about post-mastectomy numbness and offering actionable solutions, the Resensation program exemplifies marketing’s role in not just awareness, but wholesale perception change within healthcare. Stakeholder-Centric Communication: Reaching both patients and providers requires tailored messaging and a multi-pronged approach. Emily explains that effective campaigns must bridge awareness gaps in diverse audiences, from general consumers and advocacy groups to the full spectrum of clinicians. The Resensation team balances highly technical provider information with relatable patient stories to ensure relevance and clarity across all touchpoints. The Power (and Sensitivity) of Patient Advocacy: Patient advocates are not mere influencers; they are individuals with lived experiences and deep personal investment. Emily shares how collaborating authentically with survivor communities—such as The Breasties—can accelerate education and trust. She emphasizes the importance of letting advocates’ voices lead and prioritizing the issue above the brand to build an enduring movement. Long-Term Commitment Over Short-Term Wins: Creating lasting change in public and professional awareness isn’t achieved through one-off major media hits. Instead, it demands continuous investment, evolving narratives, and relationship-building across years. Emily underscores that consistent, layered outreach (PR, education, advocacy partnerships, and digital content) is essential for sustaining momentum and meeting both patient and business objectives. Measuring Impact: Business and Behavioral Outcomes: The Resensation campaign’s success isn’t just marked by media impressions, but by tangible growth in web traffic, patient referrals, and most compellingly, provider demand for training. Emily discusses the importance of presenting both quantitative metrics and qualitative anecdotes to executive leaders as evidence of progress, and how adapting data models helps demonstrate true business value over time. For more information about the Resensation program, including educational resources and a surgeon locator, visit resensation.com. And if you’re inspired by the mission to create lasting improvements in healthcare, don’t forget to subscribe to the Health Marketing Collective—because the future of healthcare depends on it. [embed]https://youtu.be/WIWco0hyNKs?si=fZW9OIx-XJf60r4V[/embed]    

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today’s episode, Sara Payne is unpacking the real power—and challenge—of emotional storytelling in health marketing. Joined by Lindsey Wehking, Chief Investigative Strategy Officer at Nonfiction Research, their conversation dives deep into why most healthcare brands only scratch the surface when it comes to understanding their audience, and what it really takes to access the raw, honest emotional truths that resonate and drive behavioral change. Lindsey brings a wealth of experience leading immersive research projects that have inspired everything from new products to major media coverage and even new company divisions. Her team is known for uncovering lived realities in places most research never ventures: hospital bedsides, prisons, and subcultures across America. Together, Sarah and Lindsey challenge today’s marketers to move past the clichés and limitations of “safe” storytelling and to courageously commit to connecting at a more vulnerable, human level. This episode explores both the philosophy and practical techniques of immersive research and emotional realism. Sarah and Lindsey discuss how brands can navigate workplace culture barriers, use ethnographic methods to build intimacy, and shift from universal-but-bland messages to powerful, specific truths that genuinely reflect their audience’s lives. They share moving real-world examples—from fathers navigating shame and engagement, to women coping with sensation loss after mastectomy—and examine how these insights translate into marketing that drives impact. 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: Emotional Storytelling Demands Courage and Commitment: True emotional storytelling requires brands to move beyond lip service and commit to revealing the messy, uncomfortable truths that define real human experience. Lindsey stresses that while many marketers talk about going deep, few are willing to break from professional norms and workplace safety to actually do so. Emotional realism doesn’t mean being dark or depressing—but it does mean daring to ask, witness, and reflect the truths that make audiences feel truly seen. Immersive Research Uncovers Diary-Level Insights: Traditional market research often falls short because it relies on contrived environments—focus groups, phone interviews, scripted questions—where people rarely reveal their authentic selves. Nonfiction’s immersive research, by contrast, seeks out “diary-level” insights by engaging with people directly in their environments, observing real experiences, and listening for confessions and contradictions. This approach provides unmatched depth, surfacing the complex emotions and idiosyncrasies that make people human. Specificity Drives Universal Resonance: A common marketing pitfall is trying to appeal to everyone with generic, “universal” messages. Lindsey argues that the opposite is true: It’s only through deeply specific, nuanced stories that audiences can find themselves and connect on a meaningful level. Great advertising, like great literature, makes the universal accessible by starting with the particular—making even uncommon stories relatable. Mixing Quantitative and Qualitative for Maximum Impact: While immersive qualitative research delivers powerful, intimate insights, quantitative data is essential for validating those experiences at scale. Lindsey shares how Nonfiction’s research for Axogen on post-mastectomy sensation loss combined real-world qualitative insights with large-scale quantitative surveys—resulting in compelling, statistically grounded storytelling that changed the conversation and enabled new marketing approaches. Emotional Realism in Action: From Fathers to Motherhood: The episode highlights multiple brand examples where emotional realism transforms campaigns. From research that revealed shame, not ignorance, kept fathers from engaging with their children, to candid ads by brands like Frida and Nike that moved beyond clichés to confront real, often unspoken experiences faced by women—these stories demonstrate that audiences crave, and reward, brands that are brave enough to reflect their true struggles and victories. For listeners eager to see emotional realism in action, a link to Axogen’s research will be available soon! In the meantime, take Lindsey’s advice: Get curious, grant yourself permission, and start having real conversations that go far beyond the surface. Whether you commission immersive research or champion new storytelling within your own team, remember that the most powerful marketing starts with the courage to get real. Thank you for listening to the Health Marketing Collective. Be sure to subscribe and join us again as we explore the strategies and stories that are shaping the future of healthcare marketing.   [embed]https://youtu.be/9nH195ZBDew?si=OjAbFnaJFg6I3V2H[/embed] About Lindsey Wehkin Lindsey Wehking is the Chief Investigative Strategy Officer at Nonfiction Research. Nonfiction explores the hidden parts of American life through immersive research. Their researchers have sat beside patients in hospitals, inmates in prison, and have interviewed Atlanta rappers while rollerblading. Nonfiction’s findings have been featured by ABC News, Axios, MSNBC, Fox News, and FastCompany.

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, we’re joined once again by Melissa Fors Shackelford, health marketing strategist, accomplished consultant, renowned keynote speaker, and now Amazon’s #1 bestselling author with her new book, “Harnessing Purpose: A Marketer’s Guide to Inspiring Connection.” Host Sara Payne leads a deep-dive conversation into the essential role of purpose in marketing, exploring how both personal and brand purpose are at the very heart of meaningful work and, crucially, business success. Melissa draws on two decades of shaping brand and growth strategies for healthcare organizations, including Optum, Hazelden Betty Ford, and Cigna’s Evernorth, to share why connecting our personal “why” with the organizational mission isn’t just aspirational, but also practical, powerful, and profitable. Together, Sara and Melissa unpack the realities of burnout and the so-called “soul-selling” reputation that sometimes haunts the marketing profession, contrasting it with Melissa’s own purpose-driven approach. The episode explores how leaders and organizations can avoid performative platitudes, instead cultivating authentic, values-aligned cultures that foster engagement, resilience, creativity, and tangible business outcomes. Whether you’re feeling disconnected from the “why” of your day-to-day or are a marketing leader looking to inspire deeper commitment within your team, today’s discussion is packed with actionable guidance, real-world examples, and candid advice on harnessing purpose for both individual fulfillment and organizational growth. Key Takeaways: Aligning Personal and Brand Purpose Unlocks Engagement and Performance: Melissa emphasizes that the most effective marketing and the most fulfillment for marketers happens when personal purpose aligns with brand values. Marketers who understand both their own “why” and their organization’s mission are more resilient, creative, and motivated, producing authentic campaigns that resonate internally and externally. Purpose-Driven Companies Outperform Competitors: The episode isn’t just about feel-good motivation Melissa cites research (from the likes of HBR and Deloitte) that shows 85% of businesses with a clear purpose see sales increase, while 42% without purpose see stagnation or decline. Purpose-driven organizations attract like-minded employees and customers, resulting in higher engagement, loyalty, and performance. Authenticity and Consistency Are Essential to Building Trust: Saying the right things isn’t enough; posting values on lanyards or walls without truly living them can actively erode employee and consumer trust. Melissa and Sara discuss why it’s critical for leadership to model values and use them as a filter for decisions from hiring to service delivery, especially in high-stakes sectors like healthcare. Purpose as a Decision-Making Filter Empowers Employees: The ultimate goal is for every employee to use company purpose and values as a guide in daily and “in the moment” decisions, especially when leaders aren’t around. This means purpose isn’t just strategy, it's culture, empowering staff with clarity and confidence, and fueling both psychological safety and creative risk-taking. Marketing Can and Should Be a Force for Good: Melissa challenges marketing’s manipulative stereotype by sharing real healthcare examples where marketing ethics and mission-driven approaches protect vulnerable populations and foster positive change. She encourages all marketers to use their role for good, highlighting the growing importance of authenticity in both B2C and B2B environments. To connect with Melissa Fors Shackelford or learn more about her bestselling book, visit harnessingpurpose.com or reach out on LinkedIn. If you found today’s conversation inspiring, be sure to subscribe to the Health Marketing Collective wherever you listen. Thank you for being part of our community, where strong leadership and marketing excellence intersect, because the future of healthcare depends on it. [embed]https://youtu.be/GSced9KZV3Y?si=lhpdjBWUq3QEBCRz[/embed] About Melissa Fors Shackelford Melissa Fors Shackelford is a healthcare marketing strategist, consultant, and keynote speaker. She is the founder of Shackelford Strategies, where she helps executives and emerging businesses build brands, enter new markets, and grow with purpose. A former healthcare marketing executive at Optum, Hazelden Betty Ford, and Cigna’s Evernorth, Melissa brings more than 20 years of experience to her work. She is also the author of the Amazon #1 best seller Harnessing Purpose: A Marketer’s Guide to Inspiring Connection, and a frequent keynote speaker on topics including purpose-driven marketing, inclusive communications, and healthcare branding.

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, host Sara Payne is joined by Melissa Prusher, an accomplished B2B healthcare marketing leader with 25 years of experience in professional services and a deep focus on healthcare IT. Together, they unpack one of the most underappreciated drivers of brand credibility, customer loyalty, and market momentum in B2B healthcare: human capital. Sara and Melissa dive into how the people behind the brand—employees, leaders, customer-facing teams—impact brand perception, trust, and community advocacy. They explore practical strategies for aligning internal culture, marketing, sales, and delivery teams to ensure the experiences promised during the sales process are lived out through implementation. They also discuss actionable ways marketing leaders can activate both partners and employees to serve as authentic brand advocates—without losing the polish or control that can worry corporate stakeholders. The conversation spans the unique challenges and opportunities of B2B healthcare marketing, from navigating complex decision-making cycles with clinicians, IT, and procurement leaders, to building trust among evidence-driven buyers by showcasing real-world outcomes and partnerships. Real-life examples from Melissa’s career, plus a fun quick-fire round about admired brands, marketing myths, and timeless leadership advice, round out a rich episode packed with both strategic insights and practical tips. Key Takeaways: People Are the Greatest Brand Asset: Melissa emphasizes that in B2B healthcare, buyers don’t just evaluate products and platforms—they evaluate the people behind them. Employees, partners, and advocates are a company’s most valuable assets. Their actions, professionalism, and alignment across the buyer journey directly shape trust, credibility, and differentiation in a crowded market. Marketing’s Role in Ensuring Alignment and Continuity: As organizations grow and service offerings expand, maintaining alignment between marketing, sales, and delivery becomes more complex—but also more crucial. Marketing must act as both gatekeeper and advocate, ensuring consistent messaging, customer experience, and values are reflected at every touchpoint, from pre-sale promises to post-sale execution and storytelling. Building Brand Credibility with Evidence and Advocacy: Healthcare buyers—especially clinicians and IT leaders—rely on evidence and peer validation over flashy claims. Brands must back up their promises with concrete examples and case studies that demonstrate outcomes. Melissa highlights the importance of forming a “community of advocacy”—actively partnering with customers and industry voices to tell authentic shared stories via media, webinars, bylines, and conferences. Activating Employee Advocacy at Scale: Brands can no longer rely solely on executive spokespeople or polished corporate channels. Melissa recommends empowering employees to share brand stories, successes, and experiences on social media and professional platforms to extend reach and build trust through relatable, authentic voices. She outlines practical frameworks for doing this—establishing guidelines, structured programs, and easy-to-share content, plus embracing both formal and informal advocacy to harness the “power of your network’s network.” Measuring the Soft Power of Trust and Community: Though brand trust and advocacy don’t always translate neatly into immediate business metrics, they drive critical outcomes—like improved recruitment, greater media interest, and increased customer loyalty. Melissa suggests looking at utilization rates, talent pipeline improvements, engagement growth, and anecdotal feedback alongside hard KPIs. Over time, these “soft” investments in people and stories deliver tangible business results, fueling the virtuous circle of brand advocacy and growth. Melissa also shares real-world examples, from organizations succeeding with new market entries thanks to strong internal and external advocacy, to admired brands like Slack that mobilize their people as storytellers. Her closing advice to marketers: “Do the right thing, by your customers, your employees, your partners—and show up authentically. That’s how you build lasting trust.” Be sure to connect with Melissa Prusher on LinkedIn and subscribe to the Health Marketing Collective for more conversations where strong leadership meets marketing excellence. The future of healthcare depends on it. [embed]https://youtu.be/XSgs1ykHkbM?si=WwxfWddMcb9ui-Q9[/embed] About Melissa Prusher Melissa Prusher is a full-stack marketing leader with 25 years of experience in b2b professional services with an emphasis on healthcare IT. She brings deep understanding of the B2B buyer journey, sales cycles, and marketing technologies, leveraging the power of perspective to guide organizations on the path to achieving their objectives.

Welcome back to the Health Marketing Collective, where strong leadership meets marketing excellence. In today’s episode, host Sara Payne sits down with Gino Giovannelli—digital marketing strategist, educator, and founder of Miles Interactive—to discuss a concept that doesn’t get enough credit in modern marketing: the power of saying no. Drawing on his vast experience with brands such as Caribou Coffee, Lifetime Fitness, and even the Super Bowl Host Committee, Gino unpacks why essentialism—doing fewer things, but better—stands at the heart of smart, sustainable marketing strategy. Gino, who also serves as a professor at the University of St. Thomas and hosts the podcast In the Key of D, brings a fresh, liberating perspective on how marketers can reclaim focus, avoid digital overwhelm, and create more impact by prioritizing what truly matters. Together, Sara and Gino dive into what it means for marketing leaders to show restraint, how to strategically select the right digital channels, and why letting go of the “more is better” mentality can propel organizations (and their teams) further. This episode is a must-listen for anyone feeling stretched too thin or uncertain about how to cut through today’s digital chaos. Whether you’re a CMO, a marketing manager, or someone seeking to make marketing more meaningful and manageable, Sara and Gino provide both the “why” and the “how” for ruthless prioritization in the digital age. Thank you for joining the Health Marketing Collective, where strong leadership meets marketing excellence. Because the future of healthcare depends on it. Key Takeaways Saying “No” Is Essential to Strategic Marketing Success: Gino champions the philosophy of essentialism, urging marketers to do fewer things—but with much more intention and excellence. Rather than reflexively saying “yes” to every opportunity or channel, success often comes from confidently (and respectfully) saying “no” to good ideas so you have room to say an enthusiastic “hell yes” to the right ones. This discipline frees up resources and attention for what truly drives the business forward. Let Business Goals Lead Channel Selection: Marketers often feel pressured to appear everywhere—SEO, SEM, email, social, display, content—but Gino explains why most organizations lack the resources (and sometimes the skills) to execute across all six major digital channels effectively. Instead, he recommends letting business objectives—in particular, whether your greatest need is acquisition or retention—determine which channels you prioritize. For example, a startup should invest in acquisition-focused channels, while an established retention-focused business can double down on email and social. Break Out of Habit—Strategy Is About What You Should Do, Not Just What You Could Do: Much of what marketing teams do daily is based on habit rather than strategic necessity. Gino suggests taking a periodic step back to audit activities, questioning which ones genuinely serve current business priorities. Developing a digital marketing strategy means making tough choices—prioritizing high-impact, low-burden opportunities, and relentlessly cutting busywork and legacy activities that offer little value. As Gino puts it, “the difference between could do and should do is simply ‘no’.” Apply a Proven Framework for Channel Prioritization: Gino shares his five-step methodology used in both his consulting and university teaching. This framework transforms overwhelming possibilities into a sharp, actionable plan—ensuring resources are channeled where they have the most leverage. Evolve With the Changing Digital Landscape—And Use Advanced Tools Wisely: The digital ecosystem is increasingly blurry and interconnected; channels now blend and overlap, making it harder to determine what’s driving results. Gino advises marketers to remain agile, avoid falling in love with legacy “hero channels,” and continually seek out fresh tactics—such as custom and lookalike audiences on social platforms or leveraging over-the-top (OTT) streaming TV for hyper-targeted reach. Staying current, experimenting hands-on, and adapting quickly is key to long-term relevance. [embed]https://youtu.be/_fTXi4ziD68?si=NmwNZeAYzOKW8B9l[/embed]   About Lindsey Wehkin As a proven leader in the Digital Marketing space, Gino Giovannelli created Miles Interactive in 2006 to help clients identify how to best leverage the Internet to delight customers and maximize business success. Miles Interactive clients include Caribou Coffee, University of Minnesota Alumni Association, Life Time Fitness, Sun Country Airlines, 2018 Minnesota Super Bowl Host Committee and Minnesota Sports and Events (including the 2022 50th Anniversary of Title IX, 2022 Winter Classic, 2022 NCAA Women’s Basketball Final Four, 2022 MLS All Star Game, 2023 Big Ten Women’s Basketball Tournament. Upcoming website projects include supporting the 2023 NCAA Men’s Swimming and Diving Championship, 2023 USA Junior Girls National Championship for Volleyball,2024 USA Gymnastics Olympic Trials, 2024 NCAA Big Ten Women’s and Men’s Basketball Tournament, 2024 NCAA Men’s Hockey Frozen Four, 2025 NCAA Women’s Hockey Frozen Four, 2026 Special Olympics USA Games and the 2029 Ryder Cup.

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, Sara Payne sits down with Mark Fligge to dive deep into one of the most powerful, and sometimes underleveraged, events in the medtech commercial calendar: the National Sales Meeting (NSM). Mark, President and Chief Marketing Officer at Intraworks, a B2B agency specializing in go-to-market strategy for medtech, brings decades of experience from both agency and client-side leadership roles to this insightful discussion. The episode is laser-focused on one mission: moving your National Sales Meeting from just another check-the-box event, to a key growth accelerator that inspires, aligns, and equips your sales force for real business momentum. Sara and Mark begin by reframing the National Sales Meeting as the single largest internal stage most companies have—a crucial opportunity for marketing to fuel not only sales-force enthusiasm, but also strategic clarity and business acceleration. They explore what true cross-functional alignment between marketing and sales should look like, and how to bridge the gaps when collaboration is lacking or legacy cultures have kept marketing at arm’s length. Mark shares practical strategies for getting a “seat at the table” and building a theme and story arc that actually resonate with the organization’s real-world challenges and strategic goals—not just another fun slogan or catchy soundtrack. The conversation hinges on the importance of genuine discovery, grounded storytelling, and making hard choices about focus and content to avoid overwhelming (and under-inspiring) your audience. The episode also explores the evolving cadence of sales meetings, asking if an annual event is always necessary—or if more event-based, purpose-driven approaches might be more impactful. Finally, Sara and Mark detail the importance of celebration, inspiration, and post-meeting follow-through, ensuring that alignment and energy last well beyond the closing keynote. 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: National Sales Meetings Are the Biggest Internal Stage—Don’t Just “Check the Box”: Too often, NSMs are rushed and treated as another deliverable. Mark emphasizes that these meetings are high-stakes, high-impact events where marketing should play a leading role alongside sales—using the moment to bring the year’s strategic plan to life, inspire the team, and create shared direction across the commercial organization. True Sales–Marketing Alignment Starts Early and Runs Deep: Great alignment is built long before the meeting begins—it’s relational, not transactional. Mark urges marketing leaders to reach out to sales leadership months in advance, co-own the agenda, and approach the event as collaborative leaders, not just content providers. This means proactively making the case to participate in or co-lead planning, especially in organizations where marketing hasn’t historically had a seat at the table. Discovery and Theming: Ground the Meeting in Real-World Challenges: The most resonant meeting themes and story arcs emerge from structured “discovery”—deeply understanding the sales force’s realities, obstacles, and customer dynamics. Mark warns against themes that sound good but lack relevance, and advises marketers to anchor the agenda in what truly matters to the team—whether it’s competitive threats, market shifts, or upcoming launches. Focus Is Critical—Less Is More When It Comes to Agenda and Content: Information overload is the enemy of inspiration and alignment. Rather than covering every update or initiative, Sara and Mark advise marketing leaders to make tough choices, focusing on the few most critical levers that will drive results in the coming year. Other topics can be addressed through targeted follow-ups—ensuring the NSM delivers clarity, not confusion. Lasting Impact Depends on Celebration, Positivity, and Follow-Through: The best NSMs inspire not just by informing, but by celebrating performance, building positivity, and leaving the sales force feeling seen, equipped, and confident in leadership. Mark also calls out the growing shift toward event-based (rather than strictly annual) meetings, where celebration and strategic work may be separated for greater impact. Finally, post-event follow-up is key: the themes, deliverables, and promises made in the meeting must be sustained through quarterly check-ins and the consistent delivery of new tools and resources. For listeners responsible for shaping the commercial engine of health and medtech companies, this episode offers a masterclass in elevating internal events from obligatory gatherings to true engines of growth, cohesion, and inspiration. If you found today’s conversation valuable, please subscribe to the Health Marketing Collective wherever you get your podcasts—and remember, the future of healthcare depends on it. [embed]https://youtu.be/nMcqbfxRzBs?si=ftwlRJd5poZR4Hu_[/embed] About Mark Fligge Mark is a seasoned marketing professional that made the leap from client side to agency leadership. Mark is the Introworks President and  Chief Marketing officer who always puts the client and customer perspective first, grounded in his previous marketing leadership roles at Boston Scientific, Coloplast Interventional Urology and ACIST Medical.

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, host Sara Payne is joined by J.C. Lippold to dive deep into a topic that’s rarely discussed in health marketing: the psychology of shame and the unintended harms that even well-meaning marketing messages can inflict on consumers. J.C. is a nationally recognized teacher of movement and mindset, a trauma-informed personal trainer, and an executive presence coach. He’s worked alongside brands such as Lululemon, Orange Theory Fitness, and Fitbit to drive more inclusive, emotionally sustainable approaches to wellness. As the lead author of “Breaking the Cycle of Understanding and Exploring Solutions to Fitness Shaming,” J.C. brings expertise and empathy, translating compelling research into practical advice for everyone involved in the world of health marketing. This episode uncovers what shame looks like in health and wellness messaging, how it cycles through consumer behavior, and why even the most positive messaging can backfire. Sara and J.C. discuss the real cost of oversimplification, how to avoid unintentionally reinforcing stigma, and why marketers need to distinguish between motivating and shaming their audiences. Listeners will gain fresh perspectives and actionable strategies for marketing chronic conditions, mental health, addiction, metabolic health, 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. Key Takeaways: Simplified Messaging Can Trigger Shame J.C. explains that well-intentioned, oversimplified health messages (like “eat less, move more” or “just do it”) can inadvertently make people believe that if they struggle or fail, they themselves are the problem—not the system, their circumstances, or the messaging. This leads to a cycle where people feel isolated and desperate, perpetually seeking the next “fix,” which is both emotionally harmful and unsustainable for long-term health. The “Cycle of Shame” is Universal and Persistent The research revealed the breadth and permanence of shame’s reach: one in three have experienced food, body, or fitness shaming at some point, and 89% of those report carrying its effects for life. Marketers, clinicians, and communicators are nearly always intersecting with someone’s shame journey—making respectful, nuanced messaging critical. Positive Phrasing Isn’t Always Empowering Even messages meant to uplift can perpetuate shame if they minimize individual reality. Examples like “we all have the same 24 hours” or “just do it” ignore unique circumstances, making those who struggle feel “less than.” Language that minimizes (“just,” “only”) or moralizes behaviors (good vs. bad food) isolates the very individuals marketers aim to help. Effective Health Marketing is Both Inclusive and Pluralistic Marketers must recognize the diversity of human experiences, backgrounds, and challenges. J.C. urges personalizing messages where possible and avoiding one-size-fits-all assumptions. Acknowledging complexity—such as socioeconomic limitations, family obligations, or trauma—allows messages to meet people where they are, rather than setting up unrealistic expectations or reinforcing harmful norms. A key framework: marketers should decide when to act as a “candle” (providing guidance) versus a “mirror” (validating and reflecting consumers’ worth). Focus on Humanity and Process, Not Perfection The most successful marketing acknowledges that health is not a binary of “good” or “bad,” and that everyone’s journey is unique. Consistently affirming self-worth, celebrating small wins, and using less punitive, more compassionate language fosters engagement and motivation. Marketers should recognize their power to either perpetuate cycles of shame or empower lasting, positive change—“do little things often,” and reflect people’s inherent value in both word and strategy. [embed]https://youtu.be/gpgp1enTovM[/embed] About JC Lippold JC likes to think he follows in his mother's footsteps as a professional homemaker holding space for others as a nationally renowned teacher of movement and mindset, community engager and social movement trailblazer, storyteller and musical theatre director. Born and raised in Brooklyn Center, Minnesota, JC entered the world as a highly emotional, unathletic child with little interest in competition. Through trials and tribulations, mile runs and middle school gym classes, JC started to question the rationale behind our culture's use of physical experiences that leave most feeling less than enough. JC earned a BA in Theology and Master's Degree in Leadership, is a 1 Giant Mind Certified Meditation facilitator and holds credentials across many modalities of movement. The founder of 5K Everyday Conversations, a social movement designed to create access for all to daily conversation with strangers & TCO Local, monthly all are needed, all are capable connection events, JC is passionate about redesigning the fitness landscape in the United States to where the target audience is: everyone. As a brand ambassador and consistent positive friction voice, JC has worked alongside brands like lululemon, CorePower Yoga, [solidcore], Orangetheory Fitness, allbirds and Fitbit to ensure they continuously explore ways they can shift the exclusionary and shame-inducing realities of the wellness industry to a more sustainable, happiness and health-giving part of our culture and economy. Over the past 3 years, JC has been a part of an inspiring team of people conducting, presenting and publishing the first comprehensive research on Food, Body & Fitness Shaming. Alongside his work in fitness, JC is a full time Leadership and Change consultant working alongside Fortune 500 companies, non-profits, civic and educational communities. JC serves as the Chair of the Advisory Board of Cadre, the all-in-one mental health and wellness platform that brings content and community together. Lastly, JC is the Artistic Director of Alive & Kickin, the Premier Senior Rock Ensemble, a non-profit that uses rock music to bust down the misperceptions on getting old and the power of creativity in the aging journey. You can often find JC on the Twin Cities' ABC syndicate, KSTP-TV as their wellness expert. JC leads workshops and is writing the seminal text on his concept of Enoughness, the empowering practice of affirming that you are already, indeed enough. www.jclippold.com

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, host Sara Payne is joined by Linda Zebian, Vice President of Communications at Muck Rack, for a timely and insightful conversation about the evolving—and increasingly vital—role of earned media in health marketing. With trust in the media waning, AI blurring the boundaries between fact and fabrication, and journalists facing unprecedented pressures, the landscape for marketers has never been more complex—or more full of opportunity. Drawing from her leadership at Muck Rack and her decade shaping communications at The New York Times, Linda brings a unique perspective on how earned media not only raises visibility, but delivers true business impact. Together, Sara and Linda explore what health brands must do to build credibility, foster authentic relationships with journalists, and adapt their strategies to meet new realities in 2025 and beyond. 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. Earned Media Is at a Pivotal Moment—Full of Challenges and Opportunity While media skepticism and AI-driven misinformation represent real threats, Linda Zebian highlights a rebirth underway: New technology, especially generative AI, is increasingly surfacing information from credible news organizations. For brands, this means investing in earned visibility and supporting traditional journalism is more valuable than ever. Genuine collaboration between PR, marketers, and journalists is the key to long-term influence. 2. Journalist Burnout Is Real—And Brands Must Respond Thoughtfully Muck Rack’s annual surveys reveal significant stress and burnout among journalists: half considered quitting in the last year, with 42% having previously left jobs for mental health reasons. Despite this, most plan to stay in the field—a testament to journalism’s critical role. For brands, this translates into a responsibility: be concise, targeted, and respectful when pitching. Avoid the “spray and pray” approach; respect journalists’ time and workload. 3. The Anatomy of a Great Pitch: Less Is More (and Relationships Matter Most) Successful pitching is not about volume, but about relevance, brevity, and personalization. Key elements of a strong pitch include: Keep it under 200 words and send early in the week and day. Make it about the journalist’s audience—not your milestone or product. One follow-up is plenty; building authentic relationships outside of pitching cycles is the real differentiator. Engage with trade and niche publications, not just national outlets, to drive meaningful impact. 4. Reputation and Authenticity Reign Supreme in a Distrustful Age Today’s consumers—especially millennials and Gen Z—care deeply about brand values and authenticity. Brands must consistently stand for something meaningful, communicating it fearlessly and transparently across all channels. Reputation is shaped by every touchpoint, from earned media to social engagement to internal communications. Failing to show up in these conversations carries real risks. 5. GEO (Generative Engine Optimization) Is the Next Frontier for Earned Visibility With AI-powered content discovery on the rise, brands must look beyond traditional SEO to GEO, ensuring they are present in the reputable sources surfaced by AI tools and large language models. Earned media coverage in high-quality outlets now directly influences brand discoverability in the new information economy—as does having spokespeople who provide credible, unique, and data-backed expert insights. Thank you for joining us on the Health Marketing Collective, where strong leadership meets marketing excellence. If your team is ready to build stronger relationships with journalists and leverage earned media for long-term brand reputation, check out the latest research from Muck Rack here: State of Work-Life Balance in Journalism 2025 | Muck Rack You can find their full research library here. The future of healthcare—and your brand—depends on how you show up in the conversation. We’ll see you next time. [embed]https://youtu.be/zomDUg6yKik[/embed] About Linda Zebian Linda Zebian is Vice President, Communications at Muck Rack, where she sets communications strategy for Muck Rack’s enterprise, including messaging, issues management, media relations, social media and employee communications. She joined Muck Rack in January 2022 as its first Director of Communications. Previously, she spent a decade at The New York Times in various communications roles, supporting Growth, Product, and Technology to drive subscription growth, boost retention, strengthen brand affinity, and attract top talent.