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:

1. 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.


2. 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.


3. 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.”


4. 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.


5. 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 formulaic white papers. Instead, focus on uncovering and championing inarticulated needs—problems clients haven’t yet voiced—using authentic storytelling and bold perspective, just as Express Scripts did with their industry-shifting focus on research and outcomes.

Whether you’re seeking actionable strategies for energizing your sales and marketing alignment or looking to make your messaging truly unforgettable, this episode of the Health Marketing Collective is a masterclass in leadership, creativity, and results-driven thinking.

Stay tuned and subscribe for more insights from the boldest thinkers at the intersection of healthcare and marketing.

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About Larry Zarin