Ignite: Healthcare Marketing Podcast

Media mix modeling can tell healthcare marketers where there may be more opportunity, but it can't answer every question about where and how to spend. In this episode of The Strategists' Corner, Rich Briddock, Chief Strategy Officer at Cardinal Digital Marketing, and Ben Dutter, Chief Strategy Officer at Power Digital, unpack where MMM fits in a modern healthcare measurement strategy. As MMM becomes easier to access, they explore what it does exceptionally well, where healthcare's long patient journeys and fragmented data create limitations, and why the strongest measurement strategies pair modeling with testing and other sources of data. In this episode, you'll learn: Where MMM adds the most value in healthcare and where it falls short Which leading indicators to model when patient revenue takes months to materialize How match market tests validate and add detail to what MMM predicts What to do when the data challenges existing media assumptions If you're evaluating MMM or making media decisions with imperfect healthcare data, this is the episode to queue up next. RELATED RESOURCES A triangulation approach to healthcare marketing measurement - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/triangulation-healthcare-marketing-measurement-framework/ RevRx™: Unlocking the Power of Media Mix Modeling - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/media-mix-modeling-revrx/ The search plateau problem: Why healthcare marketers need incrementality testing - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-incrementality-testing/ The healthcare marketer's guide to conversion signal optimization  - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/conversion-signal-optimization-strategy/

More leads won't fix growth if patients are already slipping through the cracks in the journey you have. In this episode of Ignite, Ashley Petrochenko, VP of Brand Marketing at Cardinal Digital Marketing, sits down with Jesse Feist, Director of Growth Marketing at Spring Fertility, to unpack where healthcare marketers are overlooking growth inside the funnel they already have. Drawing on 15 plus years across dozens of healthcare and fertility brands, Jesse breaks down how speed to lead, long-term nurture, conversion friction, and patient advocacy turn existing demand into sustainable growth, and why AI powered search is starting to reward real patient trust over paid reach. You'll learn: Where to find conversion friction before increasing ad spend Why speed to lead can make or break patient acquisition How to nurture patients through long, complex decision journeys How to turn happy patients into advocates that fuel organic and AI driven discovery If you want to uncover more growth from the demand and patient trust you already have, this episode of Ignite is one to listen to next. RELATED RESOURCES Connect with Jesse - https://www.linkedin.com/in/jesse-fiest-4926369a/ The healthcare marketer's guide to conversion signal optimization - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/conversion-signal-optimization-strategy/ What is a patient journey? Examples to grow your practice - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/what-is-a-patient-journey-grow-your-practice/ How to build a full-funnel healthcare marketing strategy - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-full-funnel-marketing-strategy/ Marketing + operations: Why total alignment is vital to growth - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-operations-alignment

Marketers who wait until opening day to promote a new location are already behind. In this episode of Ignite, host Lauren Leone, President of Cardinal Digital Marketing, sits down with Evan Ilgenfritz, VP of Paid Media at Cardinal, to break down how multi-location healthcare organizations can build a smarter, repeatable playbook for de novo growth. They walk through how media strategy should evolve from pre-launch awareness, to patient acquisition, to an evergreen approach that keeps provider schedules full. You'll learn: How to build demand before a new location opens, without wasting budget too early The real launch trigger marketers miss, and why it isn't the day your doors open Which media channels matter at each stage, from awareness to conversion to evergreen How to turn every de novo launch into a sharper playbook for the next one If you're planning new locations or scaling into new markets, this episode will help you build a smarter, more repeatable approach to de novo growth. RELATED RESOURCES The de novo marketing playbook for healthcare - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/de-novo-marketing-strategy-new-healthcare-locations/ 4 essential steps for marketing your de novo office  - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/dso-de-novo-digital-marketing-strategy/ Why healthcare groups shouldn't fear website consolidation - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/multi-site-healthcare-groups-website-consolidation/ https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/expanding-channel-media-mix-strategy/ - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/performance-creative-the-key-to-paid-media-success/

What if orthopedic growth starts long before a patient needs an appointment? On this episode of Ignite, Ashley Petrochenko, VP of Brand Marketing at Cardinal, sits down with Brandon Weinberg, Senior Brand Strategist at Rothman Orthopaedics, to unpack how Rothman builds trust before the moment of need. Drawing on his background in sports marketing with the Philadelphia Phillies and Milwaukee Brewers, Brandon shares how Rothman uses community partnerships, patient stories, educational content, and digital access to stay relevant across the patient journey, from an urgent injury to elective surgery. In this episode, you'll learn: How sports partnerships create trust before patients need care How Rothman balances urgent and considered patient journeys Why authentic patient stories can strengthen orthopedic brand preference How marketing teams can grow demand while staying aligned with physician capacity If you want to rethink how your healthcare brand builds patient relationships before the moment of need, this episode is worth a listen. RELATED RESOURCES Connect with Brandon - https://www.linkedin.com/in/brandonweinberg/ Why capacity-driven marketing is non-negotiable - https://www.cardinaldigitalmarketing.com/capacity-driven-marketing-media-investment-strategy/ What is a patient journey? Examples to grow your practice - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/what-is-a-patient-journey-grow-your-practice/ How to build a full-funnel healthcare marketing strategy - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-full-funnel-marketing-strategy/ Why healthcare groups shouldn't fear website consolidation - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/multi-site-healthcare-groups-website-consolidation/

Most DSOs think scale requires complexity. But what if one brand could actually make growth simpler? On this episode of Ignite, host Ashley Petrochenko, VP of Brand Marketing at Cardinal, sits down with April Sharry, VP of Marketing at Dental Depot. April shares how she has spent 10 years helping scale the organization to 40 general dentistry locations and five orthodontic practices across four states, while keeping one recognizable brand at the center. She breaks down how that approach simplifies campaigns, budget allocation, and marketing operations while preserving the founder-led culture and community roots that make Dental Depot stand out. You'll walk away with: How one brand architecture simplifies marketing across dozens of locations Why founder-led culture protects brand integrity through expansion How fixing review management helped Dental Depot reach 4.7 stars Why community marketing can build recognition beyond traditional ROI If you're navigating multi-location growth or weighing a move toward one unified brand, this episode offers a practical blueprint for scaling without sacrificing what makes the brand memorable. RELATED RESOURCES Connect with April - https://www.linkedin.com/in/aprilsharry/ DSO marketing: Branded house vs. house of brands - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/dso-marketing-branded-house-vs-house-of-brands/ Why healthcare groups shouldn't fear website consolidation - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/multi-site-healthcare-groups-website-consolidation/ 4 essential steps for marketing your de novo office - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/dso-de-novo-digital-marketing-strategy/ Dykema DSO 2026 takeaways: What dental marketers need to know for a strong EOY - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/dykema-dso-2026-takeaways-what-dental-marketers-need-to-know-for-a-strong-year-end/