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Health Marketing Collective
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内容由Inprela Communications提供。所有播客内容(包括剧集、图形和播客描述)均由 Inprela Communications 或其播客平台合作伙伴直接上传和提供。如果您认为有人在未经您许可的情况下使用您的受版权保护的作品,您可以按照此处概述的流程进行操作https://zh.player.fm/legal。
*2024 Signal Award Winner* Welcome to the Health Marketing Collective, where we’re tackling issues at the intersection of health marketing leadership and brand-building excellence. By bringing together top minds in marketing, we’re creating a space for candid conversations that have the power to shape the future of healthcare. This is a place where healthcare marketing leaders share success stories and inspire others to leverage the power of storytelling to drive positive change and propel their businesses forward. We believe storytelling can change the status quo–and we’ve seen it happen. Sara Payne, the president and chief healthcare strategist at Inprela Communications, hosts the show, bringing more than 20 years of experience navigating the complex healthcare landscape. A trusted partner to many executives and chief marketing officers, she and her team have helped companies build campaigns that break through the noise, create movements, and establish brands as leading voices in the industry. But we’re just getting started. The Health Marketing Collective aims to broaden the spotlight, highlighting great people who are leading life-changing, brand-building campaigns. We’re handing over the mic and inviting thought leaders to share their own stories of removing hurdles to fulfill the health industry’s true potential. Tune in every other Wednesday for new episodes featuring prolific leaders and marketing experts, engaging in thought-provoking conversations (and a few laughs) about: Brand-building in the healthcare space How to become a leading voice in the industry Methods for changing consumer behavior Public relations, content creation, social media, and marketing for health-focused companies How to drive your company forward through issues-based storytelling
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标记全部为未/已播放
Manage series 3553808
内容由Inprela Communications提供。所有播客内容(包括剧集、图形和播客描述)均由 Inprela Communications 或其播客平台合作伙伴直接上传和提供。如果您认为有人在未经您许可的情况下使用您的受版权保护的作品,您可以按照此处概述的流程进行操作https://zh.player.fm/legal。
*2024 Signal Award Winner* Welcome to the Health Marketing Collective, where we’re tackling issues at the intersection of health marketing leadership and brand-building excellence. By bringing together top minds in marketing, we’re creating a space for candid conversations that have the power to shape the future of healthcare. This is a place where healthcare marketing leaders share success stories and inspire others to leverage the power of storytelling to drive positive change and propel their businesses forward. We believe storytelling can change the status quo–and we’ve seen it happen. Sara Payne, the president and chief healthcare strategist at Inprela Communications, hosts the show, bringing more than 20 years of experience navigating the complex healthcare landscape. A trusted partner to many executives and chief marketing officers, she and her team have helped companies build campaigns that break through the noise, create movements, and establish brands as leading voices in the industry. But we’re just getting started. The Health Marketing Collective aims to broaden the spotlight, highlighting great people who are leading life-changing, brand-building campaigns. We’re handing over the mic and inviting thought leaders to share their own stories of removing hurdles to fulfill the health industry’s true potential. Tune in every other Wednesday for new episodes featuring prolific leaders and marketing experts, engaging in thought-provoking conversations (and a few laughs) about: Brand-building in the healthcare space How to become a leading voice in the industry Methods for changing consumer behavior Public relations, content creation, social media, and marketing for health-focused companies How to drive your company forward through issues-based storytelling
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×Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today’s episode, we are joined by Haley Deming to talk about the transforming role of LinkedIn in driving thought leadership and shaping healthcare conversations. As a strategic marketer at LinkedIn, Haley plays a crucial role in advising influential healthcare leaders on engaging effectively on the platform to drive meaningful industry change. With experience spanning from companies like One Medical to ClassPass, Haley brings a unique perspective to leveraging social media for healthcare innovation. Haley shares invaluable insights into how LinkedIn is emerging as a leading space for healthcare professionals seeking trustworthy engagement and collaboration. We explore the surge in healthcare-related conversations on LinkedIn, fueled by the pandemic, and how thought leaders are contributing to critical discussions on topics like mental health, clinician burnout, and more. Highlighting stories of professionals who have successfully harnessed LinkedIn for career advancement and influence, Haley underscores the platform's powerful role in connecting industry experts. Thank you for joining us on this episode of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of health care depends on it. Key Takeaways: The Rise of Thought Leadership: Haley Deming emphasizes the growing influence of thought leadership in driving change within the healthcare sector. Through LinkedIn, healthcare professionals foster dialogue on critical issues, establishing themselves as credible voices and influencing industry advancements. Engaging with Authenticity: Success on LinkedIn hinges on authenticity. Haley advises health professionals to leverage their expertise and authentic voices to contribute meaningfully to conversations. Authentic engagement fosters trust and cultivates a dedicated audience seeking reliable expertise. Strategic Community Building: LinkedIn facilitates a broad community of healthcare professionals, offering a holistic platform for innovation and collaboration. The diversity in roles, from clinicians to health administrators, enriches discourse and accelerates industry-wide advancements. The Role of LinkedIn in Career Advancement: LinkedIn is not only a hub for discussion but also a powerful tool for career growth. Haley shares inspiring anecdotes of healthcare leaders who have expanded their influence, secured career opportunities, and launched initiatives thanks to their LinkedIn engagement. Embracing Video Content: Haley highlights the significant impact of video content in engaging audiences on LinkedIn. She encourages healthcare professionals and brands to explore vertical videos as a means to humanize interactions and build authentic connections with their audience.…
Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. Today, in today's episode, Julia Steele Rodriguez joins us to discuss the critical role of Key Opinion Leaders (KOLs) in healthcare marketing. Julia, who led key teams in the breast and skeletal health division at Hologic, shares her vast experience in building and nurturing KOL programs across various med device companies. Throughout the episode, host Sara Payne and Julia discuss the intricacies of engaging KOLs effectively to enhance brand trust, communicate complex information, and foster both clinician and patient education. Together, they explore how to define what a KOL means within an organization, strategies for identifying and selecting the right KOLs, and the dynamics that make for a successful, long-term KOL partnership. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: Defining KOLs: Julia emphasizes the necessity of having a clear, shared definition of a KOL within an organization. Aligning on this definition ensures that everyone understands that KOLs are influential figures who can impact healthcare professionals and patients beyond their own organization. Identifying the Right KOLs: Strategies include researching publications, conferences, and professional societies to find those who are influential in their field. Julia stresses the importance of considering both objective data and subjective elements like personality and organizational fit. Fostering Long-Term Relationships: For KOL partnerships to be successful, they must be mutually beneficial. This involves understanding the KOLs’ interests and ensuring they find value in the partnership, be it career development or influencing market innovations. Challenges in KOL Programs: Successful KOL partnerships require seamless internal processes, such as contracting and communication, as well as clear expectation setting and regular updates to maintain engagement and trust. Impact of KOLs on Marketing Strategy: Effective KOL partnerships can significantly influence healthcare marketing strategies, as evidenced by Hologic's success in advancing three-dimensional mammography as the standard of care. KOLs can powerfully advocate for policies, enhancing both market presence and healthcare access. This insightful conversation with Julia offers valuable perspectives on integrating KOLs into healthcare marketing efforts, underscoring their role in advancing organizational objectives and healthcare outcomes. [embed]https://youtu.be/oaAmR-Mk3zE[/embed]…
Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, Dale Bertrand joins us to dive into the transformative role of AI in marketing as we look towards 2025. As the founder of Fire and Spark, a digital marketing agency, Dale brings a wealth of expertise in AI, stemming from his grad school studies and extensive experience in consulting and educating marketing professionals on leveraging technology. Dale and our host, Sara Payne, explore the philosophy of using AI to enhance the quality of work rather than simply to replace it. They discuss the pitfalls of over-automation and scenarios where AI can creatively assist in ideation without falling into the trap of lowering output quality. Dale also examines the challenges of adopting AI while maintaining trust, and provides insightful predictions on how AI will reshape the way consumers find products and services. We're diving into: The philosophy of enhancing work quality through AI rather than replacement, Cautionary tales of AI over-automation, Creative versus erroneous utilization of AI hallucinations, Trust factors and skepticism in AI adoption, Strategic prioritization of marketing channels and budgets in light of evolving AI capabilities. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: Quality Over Efficiency: Dale emphasizes the importance of leveraging AI for enhancing the quality of work instead of merely automating tasks to save time. By spending equal time but improving output, marketers can achieve more comprehensive, attuned, and impactful results. This approach defies the conventional productivity-efficiency narrative around AI, highlighting the essence of producing superior work. The Danger of Over-Automation: AI can make significant errors, often referred to as hallucinations. While these can be creatively beneficial in brainstorming scenarios, Dale warns against relying on AI for fact-based tasks, such as generating factual content, due to the risk of misinformation. This distinction between creativity and factual accuracy is crucial for effective AI utilization. Trust in AI Adoption: Skepticism around AI often stems from concerns about data misuse by vendors, unauthorized employee usage, and exaggerated promises from AI solutions. Dale advises marketing leaders to navigate this skepticism by carefully evaluating technologies, fostering the right skill sets, and ensuring responsible deployment of these tools to harness their full potential without falling prey to unrealistic claims. Future of Consumer Search Behavior: Dale predicts a bifurcation in search platforms—traditional searches like Google for decision-making and purchase decisions, and generative AI platforms like ChatGPT for information inquiries. As consumers increasingly use these generative engines for detailed, conversational queries, marketers need to start paying attention to this shift and prepare to adapt their visibility strategies accordingly. Strategic Budget Allocation in 2025: With budgets tightening, Dale recommends that marketing leaders focus on maximizing tangible impacts on business metrics. This involves not only optimizing for measurable channels but also starting to gauge the shift towards generative AI search platforms. By asking relevant questions and preparing for visibility on these platforms, organizations can stay ahead as consumer behaviors evolve. For more insights and to connect with Dale Bertrand, join him on LinkedIn where he shares daily thoughts on AI and SEO. Thank you again for joining us on the Health Marketing Collective. If you found this episode helpful, remember to subscribe wherever you get your podcasts. The future of healthcare depends on strong leadership meeting marketing excellence, and we’re here to guide the way. See you next time! [embed]https://youtu.be/Gnj9A4tOSZM[/embed] About Dale Bertrand Dale Bertrand has been an SEO specialist to Fortune 500 companies and venture-backed startups around the world for two decades. His clients include global brands such as Citizen Watch, Nestle, Raymond Weil, Exxon Mobil and Bulova. He applies his graduate school work in artificial intelligence to search engine marketing. Dale speaks at industry conferences, leads corporate training events and serves as Entrepreneur in Residence at the Harvard Alumni Entrepreneurs Organization. He has trained marketing professionals from TripAdvisor, Microsoft, HubSpot, Digitas, Exxon Mobile and Proctor & Gamble. Dale has BS and MS degrees in Computer Engineering from Brown University.…
Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today's episode, Sara Payne is joined by Jon Austin, a crisis management expert, to discuss a deeply sensitive issue: the tragic killing of UnitedHealthcare CEO, Brian Thompson, and what it says about trust in our healthcare system. All of us at Inprela Communications extend our deepest condolences to the family, friends, and colleagues of Brian Thompson. Focusing on trust, Sara and Jon dissect the findings of the 2024 Edelman Healthcare Trust Barometer and discuss strategies for rebuilding trust in the healthcare sector amidst growing challenges. We look at the factors contributing to the erosion of trust– misinformation, fragmented media, and the often confusing communication strategies employed by healthcare institutions–and the need for systemic improvements and genuine relationship building to regain public confidence. Jon offers insights into effective crisis management, highlighting the importance of having up-to-date plans and the ability to communicate transparently during testing times. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: Erosion of Trust & Misinformation : The 2024 Edelman Healthcare Trust Barometer reveals a significant decline in trust due to the pervasive influence of misinformation and contradictory medical recommendations. Sara and Jon discuss how these elements challenge the integrity of healthcare communication and the imperative need for tackling these issues head-on. Clear Communication : Jon Austin underscores the critical role of clear, transparent communication in rebuilding trust. He addresses how confusing, legally dense communications can frustrate patients, leading to further erosion of trust. The key is to balance legal precision with accessibility to ensure members are well-informed and empowered. Positive Storytelling in Healthcare : Positive storytelling is highlighted as a powerful tool to rebuild trust in the healthcare sector. Sharing success stories not only uplifts industry morale but also educates the public about the positive impacts of healthcare services, reinforcing the significance of the industry's role in improving lives and outcomes. Patient-Centric Approach & Transparency : Both Sara and Jon agree on the necessity of a patient-centric approach in communication and business decisions. Transparent, honest communication helps in nurturing trusted relationships, emphasizing what information is meaningful to patients and their understanding of healthcare processes. Preparedness for Crisis Management : Jon stresses the importance of ongoing preparedness for crisis management. He highlights that up-to-date crisis plans and regular practice are essential for organizations to navigate initial shocks and ensure a coherent response during crises. This preparedness allows for transparent communication and the ability to address stakeholders effectively during critical moments. For further insights or consultation, Jon Austin can be contacted via his website jaustingroup.com or through email at Jon@jaustingroup.com. [embed]https://youtu.be/v7D1th5-I2A[/embed] About Jon Austin I do crisis and issue management communications for clients in the private, public, and philanthropic sectors. Prior to my current incarnation, I've worked in the airline industry, as a software developer, and in politics and government. My earliest exposure to this sort of work came in 1980.…
Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today’s episode, we dive into the art of leveraging podcast appearances to effectively promote one’s work and become a thought leader in the healthcare industry. We’re thrilled to have Sara Lohse, co-founder of the production company Branded Media that powers this podcast, join us. Together, we explore how storytelling and thought leadership can elevate your brand and create a deep connection with your audience. Sara shares invaluable insights on how to effectively use podcast appearances to promote one's work, emphasizing the importance of authenticity and building genuine relationships rather than just driving sales. We'll explore the challenges marketers face when aligning with C-suite executives, the necessity of understanding and defining your target audience, and the critical role of high-quality production in podcast success. Tune in as we discuss the benefits of starting a podcast, preparing for guest appearances, and the impact of podcasts on enhancing brand credibility and visibility. Plus, don't miss out on Sara Lohse's tips for creating meaningful content that resonates with your audience. Whether you're contemplating starting a podcast or looking to refine your current strategy, today's conversation is packed with actionable advice and inspiring stories to elevate your health marketing efforts. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare marketing depends on it. Key Takeaways: Marketing and Executive Alignment : Sara Lohse highlights the critical disconnect between marketing departments and C-suite executives. She stresses the importance of marketers focusing on value and long-term strategies instead of immediate sales returns. This alignment can foster better understanding and more effective communication, ultimately benefiting the organization. Authenticity Over Polished Delivery : The emphasis is on being genuine and relatable. Sara Lohse explains that podcast formats thrive on authenticity and a natural conversation flow, which helps build trust and a deeper connection with the audience. This contrasts sharply with the often overly scripted and formal nature of other marketing channels. Effective Use of Podcasts : Not every company needs its own podcast; being a guest on established podcasts can be just as beneficial. Sara Lohse shares how leveraging appearances on other podcasts, with a clear goal and prepared talking points, can effectively promote one’s work and build thought leadership. Investment in Technology : Sara highlights the necessity of investing in quality technology and potentially professional producers to manage podcast production. High-quality audio and smooth production can significantly enhance the listener experience and the credibility of the podcast. Goal Clarity and Audience Understanding : Successful podcasting requires well-defined goals and a clear understanding of the audience. Preparing topics that align with both audience needs and brand goals is vital. This targeted approach ensures the content is valuable and relevant, ultimately enhancing engagement and impact. Download Sara's free storytelling journal at www.openthisjournal.com. [embed]https://youtu.be/R7A6TC9Tel0[/embed] About Sara Lohse Sara Lohse is an award-winning author, podcast producer, and brand architect with a knack for turning narratives into connections. Through Favorite Daughter Media and Branded , she helps businesses and entrepreneurs develop their brand stories and connect with their audiences using strategic media and podcasts. Her book, Open This Book: The Art of Storytelling for Aspiring Thought Leaders , is available on Amazon.…
Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. Today's episode is part two of our series on building a strategic marketing organization from the ground up. In part one, we discussed how to recognize if your team is operating reactively rather than strategically. Today, we're taking it a step further, moving into actionable steps to build a scalable and measurable marketing team that can truly drive growth. Joining us again is Yvonne Leonard, an expert at building and leading strategic marketing organizations With a track record of driving digital transformation, leading product launches, and building thought leadership programs, she's known for creating high performing teams that balance continuous improvement with collaboration and fun. We start by uncovering why Yvonne advises organizations to avoid internal creative departments unless they are exceptionally well-structured. Focusing on the benefits of outsourcing, she explains how it can enhance discipline and efficiency, especially in the face of multiple internal opinions and approval processes. Moving forward, Sara and Yvonne explore leadership dynamics and managing change, highlighting Yvonne’s personal strategies for maintaining motivation and momentum, illustrating the importance of transparency, core values, and team camaraderie. The conversation also navigates through actionable techniques to improve user engagement on websites, the need for continuous testing and improvements, and the crucial relationship between marketing and finance to secure and justify marketing budgets. Towards the end of the episode, Yvonne touches on the importance of having measurable objectives and the decision-making process of outsourcing versus keeping tasks in-house. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: Outsourcing for Efficiency and Discipline: Yvonne Leonard emphasizes that unless an organization is very well-structured, it is more beneficial to avoid internal creative departments. Outsourcing can introduce a disciplined approach and enhance efficiency by minimizing the complexities that arise from multiple internal opinions and the often cumbersome approval processes. Leadership and Motivation Dynamics: On managing change and motivating oneself, Yvonne shares her strategy of setting tasks as competitions and identifying the "first domino" to create project momentum. She believes in the power of transparency, working closely with her team, and consistently tying efforts back to the company’s core values to maintain direction and enthusiasm. Enhancing User Engagement on Websites: To keep users engaging longer with more content, Yvonne suggests evaluating web design and layout for better navigation. She highlights the importance of understanding cause and effect in web interactions and conducting A/B tests to fine-tune aspects such as calls to action and color schemes, thereby improving the overall user experience. The Critical Link Between Marketing and Finance: Yvonne underscores the necessity of developing robust, transparent relationships with the finance department. By demonstrating measurable outcomes and the effectiveness of marketing strategies, marketers can justify budget needs and gain financial support for their efforts. Sara Payne reinforces that showcasing results is vital to securing increased marketing budgets. Defining and Measuring Marketing Success: The episode discusses the significance of operating with a clear purpose and ensuring stakeholder alignment on marketing objectives. By asking critical questions to clarify project goals, examining the alignment of tactics with intended outcomes, and maintaining flexibility in strategy evaluation, organizations can develop a measurable framework to drive growth and improvement. Join us next time on the Health Marketing Collective for more insights into strategic marketing and leadership excellence. [embed]https://youtu.be/EB5rHIYPIxM[/embed] About Yvonne Leonard Yvonne Leonard is an expert in building and leading strategic marketing organizations. With a track record of driving digital transformation, leading product launches, and building thought leadership, she’s known for creating high-performing teams that balance continuous improvement, collaboration, and fun.…
Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today’s episode, we dive deep into the intersection of leadership and marketing with the insightful Yvonne Leonard, an expert in building strategic marketing organizations. Our host, Sara Payne, guides the conversation to uncover how strong leadership and a solid marketing framework are crucial in transforming the health care landscape. Sara Payne kicks off the discussion by exploring the common organizational challenges in health care marketing, ranging from unclear roles to misaligned team objectives. Yvonne Leonard shares her extensive experience and offers practical advice on addressing these issues, emphasizing the importance of clarity and strategic alignment within teams. Key organizational problems, such as confusion about marketing roles and disjointed expectations among leadership teams, often plague both startups and multinational companies. Yvonne recommends diagnosing these issues by listening to employees and understanding their perspectives. She further outlines a systematic approach to achieve this within 90 days, ensuring that strategies and objectives are clearly defined and communicated. The episode also highlights Yvonne's emphasis on avoiding the lure of "bright shiny objects" in marketing—initiatives that may look appealing but lack substantive impact. Through her proven methodologies, she stresses the need for clear objectives, adequate funding, and prioritizing impactful areas within an organization. Before signing off, Sara Payne teases the continuation of this important discussion in the next episode, where they will delve even deeper into transitioning marketing teams from reactive to strategic roles, focusing on data-driven actions and meaningful change. Key Takeaways: Role Clarity and Alignment: Unclear roles and misaligned objectives are common issues in both startups and large enterprises. Yvonne Leonard advises that gaining clarity and setting proper expectations are paramount for an effective marketing team. Systematic Diagnosis: Within her first 90 days, Yvonne emphasizes listening, questioning, and observing organizational dynamics to diagnose issues and set a strategic plan. This method ensures that real problems are identified and addressed systematically. Avoiding Scope Creep: Marketing teams often get distracted by trivial tasks. Yvonne notes that clear objectives and a focus on measurable outcomes prevent teams from falling into the trap of chasing "bright shiny objects" that do not contribute to strategic growth. Effective Leadership Approach: Leaders should adopt a listening approach similar to a therapist, focusing on understanding their team's frustrations and achievements without jumping to solutions prematurely. Empathy and patience are key to fostering a productive team environment. Investing in Marketing: Adequate funding and resources are vital. Yvonne highlights the need for organizations to commit to investment in marketing capabilities, ensuring that there is sufficient support to implement strategic changes and achieve long-term goals. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Stay tuned for the next episode, where we will continue our conversation with Yvonne Leonard on transforming marketing teams from reactive to strategic, data-driven entities. For further engagement, you can connect with Yvonne Leonard on LinkedIn. [embed]https://youtu.be/zlKWDqo8Uco?si=doNicmT6tyiBwVdY[/embed] About Yvonne Leonard Yvonne Leonard is an expert in building and leading strategic marketing organizations. With a track record of driving digital transformation, leading product launches, and building thought leadership, she’s known for creating high-performing teams that balance continuous improvement, collaboration, and fun.…
Welcome to the Health Marketing Collective podcast, where strong leadership meets marketing excellence. In today's episode, Sara Payne is joined by Paul Ratzky, EVP of health technology at Edelman, to discuss the intricate relationship between trust and innovation in healthcare marketing. This episode zeroes in on the most recent findings from Edelman's Trust Barometer and dives into strategies for building trust amidst the evolving landscape of healthcare. Paul Ratzky stresses the critical role that frontline healthcare workers, especially nurses, play in product development, not just marketing. He also sheds light on the polarized nature of healthcare decisions driven by political beliefs, the precarious state of trust in healthcare, and why empathetic communication needs to be at the heart of healthcare marketing. The discussion illustrates not only the current challenges but also emerging opportunities, especially with advancements like AI and wearable technology. From enlightening insights to actionable takeaways, this episode is packed with valuable information poised to navigate the complexities of trust in the healthcare sector. Health Marketing Collective stands out by tackling these pressing issues head-on, resonating with our commitment to empowering marketing professionals to drive meaningful change. Thank you for tuning in to the Health Marketing Collective. Remember, transparency and empathy aren't just buzzwords; they are the cornerstones for rebuilding trust in healthcare. Key Takeaways: Involving Frontline Healthcare Workers in Product Development : Paul Ratzky emphasizes the necessity of involving nurses and other frontline healthcare workers in the early stages of product development. Their firsthand experience and insights can significantly enhance the practicality and effectiveness of healthcare products, beyond just marketing them. This inclusion results in solutions that are more attuned to the actual needs of patients and providers. Building Trust through Transparency and Empathy : The episode underscores a common mistake in healthcare marketing: the lack of empathy and true understanding of the audience’s perspective. Paul points out that healthcare brands should not shy away from expressing vulnerability or acknowledging challenges. Such transparency can be a powerful tool in rebuilding trust, countering the perception that being open is high-risk when, in fact, it might be riskier not to adopt these strategies. The Impact of AI and Technological Innovations : Paul discusses the surprising findings where AI, like chatbots, outperformed live physicians in quality and empathy. This points to the immense potential of AI in healthcare communications. However, he stresses the importance of transparency regarding AI's implementation, oversight, and data usage to mitigate any skepticism and ensure responsible deployment. He also highlights ongoing pilot projects aimed at integrating AI responsibly in healthcare. Trust in Healthcare Providers : Despite the precarious state of trust in healthcare at large, individual trust in personal healthcare providers remains high. This trust extends to both personal and public health issues, presenting a unique opportunity for healthcare marketers. Engaging physicians with data-driven content and involving them in the development of new tools and services can amplify trust and create a more informed and empowered patient base. Vision for Healthcare Marketing by 2025 - Focus on "Connected Care" : Paul envisions a future where healthcare marketing is centered around "connected care." This involves the integration of disparate health technologies to create a seamless user experience, akin to other industries like airlines or banking. For healthcare to catch up, it must overcome regulatory and data silo challenges, focusing on reducing the burden on healthcare professionals to improve both patient and provider experiences. Join us in this thought-provoking discussion to better understand the pivotal role of trust and innovation in healthcare marketing. Don't forget to subscribe for more insights and expert discussions delivered directly to your feed. Stay informed and empowered with the Health Marketing Collective! [embed]https://youtu.be/fxQRS3qLQfA?si=sAwyd9LWJBFPhaJP[/embed] About Paul Ratzky Executive Vice President, Health Technology Edelman/DJE Network Paul leverages his deep experience in digital innovation and healthcare to lead Edelman's health technology practice. He and his team counsel companies across the health spectrum, including life sciences, payers, health systems, big tech and start-ups on the front lines of AI, connected care and digital health initiatives. He has worked at the intersection of brand communications, digital technology and user experience for over three decades, managing transformation for brands from Lexus and Oracle to Target and 3M before focusing the last decade on the healthcare industry. Website: www.edelman.com LinkedIn: https://www.linkedin.com/in/pratzky/…
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1 Transforming Healthcare: AI, Prevention, and Women’s Health Insights from HLTH Conference 2024 32:33
Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. We just got back from the 2024 HLTH Conference held in Las Vegas. Sara Payne is joined by her colleague Erin Noel to discuss pivotal themes like AI in healthcare, preventive care, and women’s health. Erin, a seasoned health strategist, shares insights from her experience at the conference, where thought leaders gathered to discuss bold ideas set to shape the future of healthcare. Together, Sara and Erin explore the critical importance of daily habits in disease prevention, the role of AI in making healthcare more human, and the emerging conversations around women’s health, particularly menopause. They also address the significant implications of processed foods on public health, emphasizing the need for healthier options in corporations and schools to combat food deserts. A notable moment from the conference included Dr. Darren Weathers's critique on value-based care, sparking a lively audience response and highlighting the industry's need for structural changes. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: 1. Daily Habits & Lifestyle Choices: Erin Noel underscores the importance of integrating healthy habits into daily life beyond mere reliance on medical screenings and vaccinations. The discussions highlighted how simple lifestyle choices could serve as powerful preventive measures against chronic diseases. 2. AI Enhancing Human Healthcare: The growing presence of AI in healthcare was a focal point. Erin explains how AI can reduce provider burdens by automating routine tasks, allowing healthcare professionals to focus more on patient interactions. The episode differentiates between AI-first and AI-enabled companies, stressing the need for transparency to build trust in AI technologies. 3. Women's Health & Menopause: An essential part of the conversation revolved around women's health, with a spotlight on menopause. With influential figures like Dr. Jill Biden and Halle Berry calling for better understanding and funding, Erin praises the community-building efforts that encourage women to share their experiences and drive advocacy for more research. 4. Prevention Over Medication: Dr. Casey Means’s emphasis on tackling chronic disease through lifestyle changes instead of medication was a significant talking point. Erin describes how this approach aligns with the broader theme of integrating nutrition into healthcare, reinforcing the message that food can act as medicine. 5. The Future of Value-Based Care: Erin reflects on Dr. Darren Weathers’s critique of value-based care and the substantial audience response it garnered. This highlights the ongoing debate and the need for major structural changes to truly benefit healthcare professionals and patients. Discussions about AI and data utilization further illuminate the pathways toward a more effective healthcare system focused on outcomes rather than processes. Episode Highlights: Processed Foods & Public Health: Calls for food companies to take responsibility for their products’ health impacts at future conferences. Healthy Food Options: Applauding the conference for providing healthy food choices, mirroring a commitment to health promotion. Food Deserts & Corporate Responsibility: The necessity for corporations and schools to enable access to nutritious food to combat social determinants of health. AI’s Role in Humanizing Healthcare: Shift from skepticism to embracing AI’s potential in enhancing care by offloading routine tasks from healthcare providers. Reproductive Rights & Healthcare Access: Exploring how restrictions in reproductive rights affect overall healthcare access and the economic implications. Erin’s admiration for efforts to make menopause a prominent discussion topic emphasizes the importance of addressing the later stages of women's health to improve quality of life and longevity. This episode offers a beacon of hope, encouraging bold actions to drive necessary changes in healthcare, guided by transparency, inclusion, and community-focused strategies. Thank you once again for tuning into the Health Marketing Collective. The bold ideas discussed today remind us that the future of healthcare lies in proactive, empathetic, and evidence-based approaches that prioritize the well-being of all individuals. [embed]https://youtu.be/IXl7hbBaAEU?si=vm2D09Jb1CGxXnkP[/embed]…
Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today’s episode, we have Michelle Rider joining host Sara Payne to explore the significance of holistic metrics in health marketing and the power of boldness in breaking industry norms. As a seasoned marketing executive with a rich background at Aetna and now Teladoc, Michelle offers invaluable insights on leveraging both traditional and non-traditional KPIs, the urgency of aligning budgets with impactful activities, and the prominent role AI plays in modern marketing strategies. During this conversation, Michelle and Sara discuss the complexities of the consumer journey and the importance of tracking all interactions to create a comprehensive marketing strategy that extends beyond single campaigns. Michelle emphasizes the need for a feedback loop and the use of AI to gather consumer insights quickly and accurately, coupled with the importance of integrating the human aspect in engagements. They also tackle the current challenges faced by marketers, like limited resources and the high demands from C-suite executives, and how being tenacious and bold can drive significant changes even under such pressures. We’re exploring Michelle’s advocacy for promoting thought leadership within organizations, highlighting personal brands to boost credibility, and her inspirational take on professional development. Michelle’s actionable advice and unique perspective underscore the transformative potential of innovative and bold strategies in healthcare marketing. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: Holistic Metrics Matter: Michelle Rider firmly believes in measuring both traditional KPIs (such as reach, impressions, and downloads) and "in between insights" to demonstrate the full impact of marketing efforts. This holistic approach ensures that every aspect of a consumer’s journey is taken into account, proving the true effectiveness of strategies. Leveraging AI for Consumer Insights: Emphasizing the significance of artificial intelligence, Michelle discusses how tools like ChatGPT and Gemini can efficiently organize and analyze data. This approach not only speeds up information collation but also aids in creating data-driven marketing strategies faster than traditional methods. Beyond Single Campaigns: Michelle introduces the "0 to 90" concept, advocating for marketing strategies that consider multiple touchpoints over time rather than focusing on isolated campaigns. This extended strategy allows for a more detailed and effective consumer journey mapping, catering to long-term objectives. Promoting Thought Leadership: Highlighting the importance of elevating individuals as thought leaders, Michelle suggests mirroring personal brands to boost organizational credibility. This tactic can serve as a powerful tool in positioning experts within an organization without conflicting with strict corporate policies. Embracing Boldness and Innovation: Sara Payne and Michelle Rider stress the necessity of bold strategies in healthcare marketing, integrating newer ideas, and harnessing AI’s potential. This boldness, coupled with an understanding of consumer needs and diversity, is vital for pushing boundaries while staying compliant with regulatory constraints. Join us in future episodes where we continue to bring you insights from industry leaders, and don't forget to subscribe to keep up with the latest in health marketing excellence. We look forward to seeing you at the upcoming HLTH 2024 conference in Las Vegas! [embed]https://youtu.be/Q7LYujUqx5Y[/embed] About Michelle Rider Michelle Rider brings 30 years of experience driving transformative growth across healthcare, consumer goods, SaaS, and AI industries. With expertise in strategic marketing, digital innovation, M&A integration, and navigating regulatory landscapes, she has led high-impact innitiatives for global brands like Amazon, Coca-Cola, and Teladoc. Michelle's leadership is marked by her ability to align business strategies with market opportunities, guiding organizations through significant growth and operational scaling. Known as a trusted advisor to CEOs and senior leadership, Michelle's bold leadership has helped companies tackle complex challenges and achieve sustainable success. Named one of the 50 Women to Watch by 50/50 Women on Boards, she is passionate about advancing diversity and inclusion in corporate governance, shaping the future of leadership while empowering organizations to excel in today's evolving market.…
Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today’s episode, we welcome back Jen Hovelsrud to join Sara Payne as co-host to discuss the power of executive thought leadership on social media, emphasizing the critical role it plays in the health industry. Jen Hovelsrud brings to light the importance of involving multiple voices on social media platforms, advocating for leadership diversity and representation. She also discusses prominent leaders such as Karen Lynch of CVS and Bryony Winn of Carillon Health Solutions, who engage authentically with their audiences. The conversation further explores how Dr. Sushan Jain of ScanHealth maintains a balanced online presence, focusing on genuine healthcare issues while minimizing overt company promotion. Sara underscores the natural transitions in executive careers, encouraging leaders to embrace these shifts without fear. The discussion navigates through Andy Slavitt’s influential role during the COVID-19 pandemic and Dr. Angela Fusaro’s effective use of video to connect with audiences, setting benchmarks for authentic social media engagement in the healthcare sector. Throughout the episode, both Jen and Sara emphasize the repercussions of not participating in social media thought leadership. They discuss how reduced visibility can dampen company influence while competitors gain an edge through active engagement. The conversation also highlights the growing trend of incorporating social media presence into hiring practices and the significance of building strong personal brands. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: Multi-Voice Engagement for Safety and Representation : Jen Hovelsrud highlights the importance of various leaders contributing to social media conversations. This approach ensures diverse perspectives, enhances representation, and provides a safer, more inclusive narrative for audiences. Embracing Career Transitions and Social Media Presence : Both Jen and Sara Payne recognize that executives often face natural career shifts. They advocate for leaders not to fear these changes but rather to leverage social media presence to maintain and enhance their influence. Authentic Leadership Engagement : Exemplary leaders like Karen Lynch, Bryony Winn, and Dr. Sushan Jain demonstrate how engaging on social media with authenticity about one’s passions and industry issues can build trust and credibility. This form of engagement resonates more deeply with audiences compared to purely promotional content. Risk Management through Thought Leadership : Actively participating in thought leadership on social media mitigates the risk of invisibility and lost influence. Companies must understand that engaging online is not optional but a critical component for maintaining relevance and competing in the industry. Strategic Social Media Use for Executives : Effective thought leadership requires a well-devised strategy. Future leaders are encouraged to engage early, develop core beliefs, and consistently post industry-relevant content to build a stronger brand presence. Sara and Jen discuss the benefits of social media engagement, including increased trust, better sales outcomes, and more opportunities for public speaking and press interviews. Join us next time as we continue our series leading up to the HLTH conference in Las Vegas this October. Stay tuned to the Health Marketing Collective, and don’t forget to subscribe to our podcast for more insights on effective health marketing and leadership. [embed]https://youtu.be/to4TzWPqYQg[/embed] About Jen Hovelsrud Staff Vice President Elevance Health Jen leads Enterprise Content Marketing and Social Media for Elevance Health, a health company and largest licensee of Blue Cross Blue Shield Health plans. She is focused building brands through strategically-connected and purpose-driven driven content and communication. LinkedIn.com/in/Jennifer-Schoech-Hovelsrud Www.ElevanceHealth.com…
Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. The HLTH Conference is right around the corner, and in honor of this year's theme "Be Bold," we're celebrating the upcoming event with a special series of episodes focused on what it means to be bold in marketing. For the first episode of the series, Sara is joined by John Lynn to explore the evolving landscape of health care marketing, focusing on video content, authenticity, and the dynamics of media presence in the health industry. John Lynn is the founder and chief editor at HealthCareSCENE, which includes platforms like HealthCare IT Today and SwaayHealth, boasting over 17,000 articles, 600 podcast episodes, and a community of over 200,000 followers. John's insights into media trends and health IT make him a perfect guest for discussing how to stand out in the crowded healthcare landscape. We’re diving into the crucial shift from traditional articles to video content for storytelling, the evolution in content syndication focusing on social media clips, and the growing importance of authenticity in today's content. John shares his expertise in dealing with the noisy healthcare industry by emphasizing customer-centric messaging over using trending but often overused buzzwords. We’ll also touch on personal connections cultivated through video content, the philosophy behind genuine conversations, and the challenge of maintaining this authenticity across various content forms, such as podcasts, newsletters, and social media. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: Shift from Articles to Video Content : John Lynn underscores a notable shift in content strategy—from prioritizing written articles to embracing video content for storytelling. This transition caters to modern consumer preferences and allows for versatile repurposing across articles, podcasts, newsletters, and social media, broadening content reach and engagement. Authenticity in Content : The age of overly polished content is waning. Listeners now crave raw, authentic conversations. John emphasizes the preference for less polished, genuine content as more relatable and trustworthy, fostering a personal connection between the audience and content creators. Evolution in Consumer Behavior : There is a growing preference for brief, "quick hit" content among consumers, which often sparks interest in longer, more in-depth content. This shift suggests that concise, engaging clips on platforms like Instagram or TikTok can serve as gateways to more comprehensive material. Journalism and Conference Coverage : The landscape of health journalism, especially in covering conferences, is changing. Financial constraints and evolving media preferences mean journalists attend fewer conferences, while user conferences see a rise in popularity. John emphasizes the importance of capturing valuable insights and connecting directly with people over rigid session attendance. Balancing Quality and Authenticity : Creating content that strikes a balance between high quality and authenticity is paramount. John discusses the practice of preparing for discussions with bullet points to stay organized while avoiding scripts for a more credible and natural conversation. This approach ensures content is both informative and genuine. We hope you enjoyed this deep dive into the modern dynamics of health care marketing with John Lynn. Remember, the key to standing out in this noisy landscape lies in authenticity, leveraging brief content for deeper engagement, and understanding the evolving preferences of your audience. Stay tuned for more insightful discussions on the Health Marketing Collective, where strong leadership meets marketing excellence. Don't forget to subscribe to keep up with our latest episodes! [embed]https://youtu.be/L0uq6wRgbek[/embed] About John Lynn John Lynn is the Founder of Healthcare Scene . Healthcare Scene is a unique healthcare IT network which consists of 10 EHR and Healthcare IT blogs containing over 11,000 articles published over 11 years. Of those articles, John has written over 5500 of the articles himself. These EMR & Healthcare IT related articles have been viewed over 18 million times and John has over 80k social media followers & 53k email subscribers who follow him as a thought leader in the EHR & Healthcare IT space. John also led Healthcare Scene’s acquisition of the leading Health IT Job board, Healthcare IT Central . This included the acquisition of Healthcare IT Today, a unique career resource for healthcare IT professionals. In 2014, John launched the first of its kind Healthcare IT Marketing and PR Conference (HITMC) . Through John’s leadership, this conference has become the premiere venue for health IT marketing and PR professionals to learn and network with their peers. Plus, out of this conference, John has organized a strong community of marketing and PR professionals who are working to improve healthcare. John has given keynote speeches and taught workshops across the country and around the world. John has spoken at the Healthcare Information and Management Systems Society (HIMSS) Annual conference 6 times and at conferences like CES (Consumer Electronics Show), SXSW, and CTIA – The Wireless Association along with keynote speeches at EHR user conferences include Modernizing Medicine’s EMA Nation and the gMed Summit to name a few of his speaking engagements. John has also taught multiple EHR workshops in Dubai with attendees from throughout the Middle East and Asia. John co-founded Influential Networks and Physia and is currently a formal advisor to three healthcare IT companies. John was previously an advisor to docBeat which was acquired by Vocera. John has 4 children and a beautiful wife that keep him grounded and remind him of what’s important in life. John loves to play competitive ultimate frisbee and dance. His love of dance is reflected in his Reality TV blog network which covers shows such as Dancing with the Stars, So You Think You Can Dance, and America’s Got Talent. John is highly involved in social media, and in addition to his blogs can be found on Twitter: @techguy and @ehrandhit and LinkedIn .…
Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. This is the first episode in our Be Bold miniseries and we are thrilled to host Dan Reilly, a renowned market research strategist and advisor, to discuss the evolving landscape of market research, especially in the context of mental health and anxiety—issues significantly amplified by the COVID-19 pandemic. Dan emphasizes the importance of a meticulous approach to market research that goes beyond traditional quantitative and qualitative methods. He also projects that while AI will continue to grow in utility, it will not dominate market research soon. Instead, experiential marketing will become increasingly significant. The discussion highlights how understanding the audiences' emotional and contextual experiences is paramount, and why marketers must ask the critical question: "What's it gonna take for you to buy my product?" This episode is packed with insights on how to effectively engage with specialized clinician audiences and the crucial balance between research time, speed, and quality. We dive deep into examples that show the practical implications of nuanced market research—from understanding parents' challenges with celiac disease to addressing vaccine mistrust among African American men. Each example underscores how strategic, empathetic research can lead to transformative insights and actions. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: Holistic Market Research Approaches : Dan Reilly stresses the need for intricate market research beyond just quantitative and qualitative methods. He highlights the importance of exploring and validating findings to gain a comprehensive understanding. Experiential Marketing Over AI : As much as AI is pivotal, Dan predicts that it's experiential marketing that will take precedence in the near-term future. Marketers need to create immersive and meaningful experiences for their audiences. Understanding Emotional Context : A significant portion of the discussion is devoted to appreciating the emotional and contextual layers of consumer experiences. Whether it’s how patients feel during an MRI or parents' challenges with celiac disease, understanding these dimensions can lead to valuable, actionable insights. Targeted Outreach and Education : Combining insights on vaccine mistrust among African American men with targeted outreach by sports organizations resulted in a 10% increase in vaccinations. Dan underscores the importance of effective communication and relational trust-building. Choosing the Right Research Design : Sara Payne emphasizes that the desired insights drive the choice of research design. Whether dealing with complex emotive issues or seeking high-level quantitative data for board decisions, selecting the appropriate methodology is crucial for yielding relevant insights. This episode of the Health Marketing Collective provided invaluable perspectives on modern market research in the healthcare industry, reinforcing the need to remain adaptable, empathetic, and strategic in a rapidly changing world. [embed]https://youtu.be/QOts-Wiqj48[/embed] About Dan Reilly With over 25 years of experience, Dan blends his background in business, psychology and market research to help clients navigate their landscape and capitalize on opportunities. From client-side to agency, he’s worked in several industries, including healthcare, finance, manufacturing, consumer, food & beverage, and retail.…
Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today’s episode, we’re delighted to have Melissa Fors Shackelford with us to explore inclusive marketing, its profound impact on healthcare outcomes, and the ways in which media and marketing strategies can reduce stigma and promote inclusivity. Melissa Fors Shackelford, the Senior Vice President of Marketing at Let's Get Checked, brings her wealth of experience to this conversation, shedding light on how inclusive marketing strategies can drive significant positive changes within the healthcare sector. Her insights are backed by numerous examples, from tackling the stigma around obesity through prime-time specials to promoting respectful representation in healthcare campaigns. We discuss the critical role of inclusive language and imagery in shaping public perceptions and enhancing healthcare access, discuss the importance of asking for help and balancing short-term and long-term brand investments, and celebrate women leaders in healthcare who are paving the way for a more inclusive and supportive industry. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: Impact of Media on Health Perception: Melissa Fors Shackelford illustrates how media can alter public discourse around health issues, referencing Oprah’s prime-time special on obesity. Such initiatives, she argues, significantly impact viewership and can help in normalizing discussions around stigmatized health conditions. Revenue Implications of Inclusive Marketing: Inclusive marketing isn't just ethically right; it also makes sound business sense. Melissa emphasizes that campaigns targeting diverse audiences often see substantial commercial benefits. In healthcare, reaching diverse populations and using inclusive messaging can result in better health outcomes and increased trust in healthcare providers. Value of Networking and Leadership: Drawing from her experiences, Melissa highlights the importance of supporting women in healthcare through communities like the Women's Health Leadership Trust. She underscores how networking and mentorship can elevate female leaders and promote a more inclusive and collaborative industry environment. Addressing Stigma through Language and Imagery : The language and imagery used in healthcare marketing campaigns can either perpetuate or diminish stigma. Melissa shares how an inclusive marketing audit at Hazelden Betty Ford uncovered a need for more diverse representation, and how addressing this gap can reshape public perceptions and foster a more supportive environment for individuals seeking care. Innovative Campaigns for Challenging Stereotypes : We learn about campaigns that successfully challenge stereotypes, such as the "That's my senior moment" campaign showcasing active seniors and the American Lung Association’s effort to reduce smoking stigma. These campaigns show that innovative and respectful marketing can lead to better health outcomes and greater acceptance of diverse health conditions. Join us in this enlightening episode as we explore how inclusive marketing can break barriers, reduce stigma, and ultimately lead to more equitable healthcare for all. Be sure to subscribe to the Health Marketing Collective for more insights on leadership and excellence in healthcare. [embed]https://youtu.be/j46doHD507U?si=nvuFnpZyvgXuyDtQ[/embed] About Melissa Fors Shackelford SVP Marketing LetsGetChecked Melissa Fors Shackelford brings over 25 years of experience as a healthcare marketing executive, having held key roles at industry leading organizations including Optum, Hazelden Betty Ford, and Cigna’s Health Services Business, Evernorth. Melissa recently joined LetsGetChecked as Senior Vice President of Marketing, where she leads the development and execution of comprehensive marketing strategies across the US healthcare sector and international markets. LetsGetChecked is a global healthcare solutions company specialized in home health testing, virtual care, genetic sequencing, and medication delivery for diverse health and wellness conditions and is co-headquartered in Dublin and New York. www.letsgetchecked.com…
Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today's episode, we welcome Matt Sauter to discuss how to foster a creative and innovative environment even within the constraints of limited budgets and high-functioning teams. Matt talks about the necessity of engineering an environment that naturally promotes desired creative outcomes and shares practical strategies that can be implemented in healthcare marketing. Our conversation emphasizes the need for creating an atmosphere of psychological safety, ownership, support, and strategic curiosity. Matt outlines practical approaches that teams can adopt to remain creative, such as reserving dedicated time for creativity, nurturing playfulness, and being intentional with strategic thinking. The discussion also highlights how impactful creativity in health marketing transcends grandeur and focuses on creating value and addressing real-world barriers. One particularly powerful example Matt shares is a campaign by Siemens Healthineers, which transformed intimidating MRI experiences into magical storytelling moments for children—a testament to how meaningful creativity can significantly improve patient experiences. Sara Payne and Matt agree on the importance of authenticity, education, and thought leadership over mere product promotion in healthcare marketing. Authenticity and a drive to make positive changes in the industry are recurring themes in this insightful conversation. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: 1. Engineering an Innovative Environment: Matt Sauter explains the importance of developing an environment that fosters creativity and innovation. This includes psychological safety, providing ownership and support, clear objectives, nurturing curiosity and playfulness, and training team members to see opportunities differently. 2. Meaningful Creativity over Grandeur: Matt stresses that impactful creativity doesn’t always mean grand ideas but rather creating solutions that remove barriers, make individuals feel seen, and genuinely make a difference. His example of transforming MRI experiences for children illustrates how small, thoughtful actions can have profound impacts. 3. Practical Creativity Strategies: Both Sara and Matt dive into practical strategies for promoting creativity in the workplace. They suggest setting aside specific times for creativity, creating designated venues for creative sessions, and encouraging habits that enhance creative thinking. These strategies ensure that creativity becomes an integral part of the work culture. 4. Authenticity and Impact in Health Marketing: The conversation highlights the growing expectation for brands to show authenticity and contribute to meaningful change. Rather than focusing solely on product promotion, the emphasis is on education, thought leadership, and genuinely understanding and addressing audience needs. This alignment helps to build trust and foster stronger connections with the audience. 5. Adapting to Audience Needs: Sara and Matt discuss the challenges of budget constraints in audience research and suggest scrappy, innovative approaches to understanding audience needs. They emphasize the importance of social listening, research, and direct engagement to stay relevant and adapt marketing strategies. This ensures that health marketing efforts are meaningful and resonate with the target audience. [embed]https://www.youtube.com/watch?v=jXgVXFeuToE[/embed] About Matt Sauter Group Creative Director, Avalere Health Matt is a Group Creative Director running agency teams in the healthcare and pharmaceutical industries, with substantial product launch experience across categories. He's passionate about drawing out the best in people and teams, and helping them develop ownership and insight so they can bring their unique skills and perspectives to the task of producing thoughtful work. His goal is to be the spark in someone's day, every day, and helping others do the same. Website: https://avalerehealth.com/ Social: https://www.linkedin.com/in/matthewsauter/…
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