Health Marketing Collective

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,...

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...

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...

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...

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,...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, Sara Payne sits down with Larry Zarin, the former Chief Marketing Officer of Express Scripts, to explore the strategies behind fueling business growth and empowering field sales teams in an ever-crowded market. Larry’s journey, which began in entertainment marketing and shifted into two decades of transformative healthcare leadership, is anything but conventional. He's known for injecting unexpected, creative approaches into regulated industries—developing programs that don’t just look impressive on paper, but actually move markets, rally teams, and deliver sustainable results. Together, Sara and Larry dive into the guiding principles of relevance and differentiation in marketing, the importance of field force enablement, and why organizations must blend inspiration with practical tools to truly succeed. Larry shares his “beans and bullets” philosophy—adapted from military terminology—as a unique framework for how marketing can effectively support field sales teams beyond just providing air cover or generic collateral. The conversation further explores the powerful concept of “business theater” and edutainment, and why connecting emotionally with both sales teams and clients is essential for long-term success. Whether you’re leading a health marketing function, working to support a field sales force, or looking to sharpen your organization’s edge in B2B marketing, Larry’s insights offer both strategic depth and practical inspiration for leaders across the industry. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: Relevance + Differentiation Are the North Stars of Marketing: Larry Zarin emphasizes that impactful marketing always sits at the intersection of relevance (to the client’s needs) and differentiation (what sets you apart uniquely). Many organizations mistakenly chase innovation without ensuring it truly matters to their audience (what Larry calls “fool’s gold”), or provide only the baseline (“table stakes”). True marketing power lies in mapping offerings honestly on this spectrum and seeking alignment. Field Force Empowerment Demands More Than Air Cover: Drawing from his “beans and bullets” analogy, Larry advocates for marketing to go beyond big-picture branding or generic materials. The field force—sales and account teams—needs substance, practical tools, and inspiration to feel genuinely equipped and proud to represent the company. A strong sense of alignment and support shifts their role from reluctant messengers to enthusiastic ambassadors. Business Theater and Edutainment Drive Engagement: Larry’s background in entertainment shines as he discusses the need for “business theater” in healthcare sales—incorporating storytelling, emotional resonance, and creative presentation techniques to earn the attention of skeptical, often disengaged decision-makers. Edutainment isn’t about gimmicks; it’s about making serious topics deeply engaging, memorable, and even “braggable.” Optimal Sales-Marketing Alignment Builds High Performance: Cultural and organizational alignment between marketing and sales is non-negotiable for success. High-performing organizations have sales teams that “can’t get enough of marketing.” Marketing isn’t a sideline act, but the very source of inspiration and direction that fuels front-line performance. For leaders, bridging any gap is a core responsibility. Thought Leadership Requires Consistency, Creativity—and Courage: When done well, a unique thought leadership platform can set organizations apart and deeply empower the field team. Larry cautions against flavor-of-the-month approaches or relying on...

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, we’re joined by Mark Ostrom, founder of Joy Collaborative—a unique nonprofit that designs and delivers custom “Joy Rooms” and transformative environments for youth with life-limiting conditions. These are far more than feel-good renovations; they’re deeply personalized spaces engineered to uplift, empower, and restore dignity, independence, and creativity for both the individual and their family. As host Sara Payne notes, Joy Collaborative might not look like a traditional healthcare brand, but it has lessons that every healthcare marketer can—and should—learn. In this insightful conversation, Sara and Mark explore what it truly means to design with purpose—treating the whole person, earning authentic trust, and creating experiences that fundamentally change the stories families live every day. Mark shares his own journey from commercial design to purpose-driven nonprofit founder, the power of personalization, and why physical space is an overlooked but critical part of patient experience and healthcare outcomes. Together, they uncover how grassroots movements can produce brand-level impact, and why meaningful change depends on tackling problems directly, compassionately, and through authentic collaboration. If you’re ready to reimagine “patient experience” and see how health marketing can become a catalyst for healing, trust, and genuine community, this is an episode you won't want to miss. 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: Designing for the Whole Person Is Essential—Not Optional: Mark illustrates that personalization isn’t just a marketing buzzword; it’s about asking deep and sometimes uncomfortable questions to truly understand a patient’s or family’s daily challenges. By addressing everything—from mobility and sensory needs to dignity and community—Joy Collaborative’s work embodies the importance of designing solutions that honor and support the whole human experience. Spaces Profoundly Shape Health Outcomes and Trust: The concept of “patient experience” must go beyond digital touchpoints or bedside manner. Mark shares stories of how transforming physical environments—like youth homeless shelters or mental health clinics—creates trust, reduces stress, and accelerates healing for both clients and staff. As Sara notes, empathy, research, and true understanding of the audience’s reality are key. Collaboration and Grassroots Energy Drive Real Change: From builders and designers to donors, volunteers, and families, Joy Collaborative succeeds by rallying diverse stakeholders around a shared purpose. Mark discusses the importance of alignment and how mutual respect, gratitude, and a clear mission can turn volunteers into brand advocates and partners into champions—proving that authentic, community-powered campaigns resonate and sustain. Caregivers and Communities Are Critical to Healing Journeys: Healing isn’t individual—it’s collective. Mark explains that addressing only the patient’s needs is never enough; caregivers, staff, neighbors, and even volunteers are all part of the “ripple effect” of authentic care and support. This is an important reminder for healthcare marketers to always include and respect these broader influence networks in any campaign or experience. Purpose in Action Starts With Listening, Not Telling: True purpose-driven brands don’t just broadcast top-down stories— they listen, research, ask, and co-create. Mark describes the intensive, iterative process Joy Collaborative uses to dig into families’ real needs and avoid cookie-cutter solutions. For healthcare marketers, this highlights the...

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, host Sara Payne is joined by Arik Hanson, a renowned social media strategist whose client roster includes major names like Walmart, Sleep Number, and Dairy Queen. Arik brings his wealth of experience—having completed over 80 brand audits and coaching assignments—to discuss a challenge that persists in healthcare marketing: executive social media presence. Our conversation dives deep into why, as we look ahead to 2025, it’s no longer enough for a health brand’s logo to have a voice online—its leaders must step forward as well. People trust people, not logos, and an authentic executive presence is now the engine for brand trust and influence. Sara and Arik unpack the pitfalls of outdated executive social practices—such as sterile press releases and navel-gazing posts—and dig into what it truly means for a healthcare leader to show up online and create real impact. The episode explores the unique compliance challenges of healthcare, the growing appetite for authentic storytelling on LinkedIn, actionable strategies for executives who want to build trust (not just rack up low-engagement posts), and honest guidance for health CMOs who want to elevate their organization’s digital reputation. Whether you’re a CMO, a senior health executive, or a healthcare marketer eager to help your leaders “get social” the right way, this episode delivers practical, no-nonsense advice for the next era of social media leadership. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of health care depends on it. Key Takeaways 1. Executive Presence Outshines Brand Voice Arik asserts that while corporate brand pages are essential, individual executives’ profiles often dramatically outperform them—sometimes by a factor of 5-10 in engagement, even at Fortune 50 companies. LinkedIn, in particular, is a person-to-person platform, and real conversations (and, therefore, trust and influence) happen when leaders—not just logos—step directly into the public digital square. 2. Human Relatability: The New Currency Success on social, especially for healthcare executives, now hinges on content that reveals real people and real stories. The biggest audience appetite is for leaders “pulling back the curtain”—sharing glimpses into their daily work, their decision processes, and even personal experiences and stories. Arik explains that transparency and vulnerability isn’t just for “everyday people”; healthcare CEOs who share relatable, behind-the-scenes moments build greater affinity and trust. 3. Three Practices to Leave Behind Outdated tactics still dominate many executive feeds. Arik lists the top three to retire: 1) stop sharing sterile links—engagement plummets when you do; 2) don’t fixate on company-centric updates—shift to industry trends and real cultural conversations; and 3) resist hiding behind “faceless” professionalism—show yourself (photos, videos, candid moments) and prioritize authenticity over carefully manicured corporate poses. 4. Measuring What Matters: Beyond the Vanity Metrics While it’s important to track posts, engagements, and follower counts, the most valuable indicators of executive social success are often qualitative: Who is commenting? What are they saying? Are you seeing more meaningful interactions, speaking invitations, or employee goodwill? Arik reminds us that the real ROI often appears in direct feedback and doors opened (speaking gigs, candidate inquiries), not just numbers on a report. 5. The CMO’s 90-Day Play: Coach for Humanity If you can only do one thing in the next quarter, Arik recommends helping executives inject greater humanity and relatability into their content, even if that means starting small—like celebrating...