Shows
Health Marketing CollectiveWhy Healthcare Brands Keep Failing Women and How to Build Real TrustWelcome 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 togethe...
2025-12-2435 min
Health Marketing CollectiveInside the Health Insurance Is Broken Campaign: Boldness, Authenticity, and Real ChangeWelcome 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 camp...
2025-12-1030 min
Health Marketing CollectiveWhat Really Moves People to Take Charge of Their HealthWelcome 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 fr...
2025-11-2636 min
Health Marketing CollectiveTrendjacking Meets Trust: Using Pop Culture to Humanize Health MarketingWelcome 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...
2025-11-1215 min
Health Marketing CollectiveSaying the Quiet Part Out Loud: Why Prevention Needs a Bigger MicWelcome 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 help...
2025-10-2916 min
Health Marketing CollectiveBeyond the Buzzword: What Patient-Centric Really Means for Healthcare BrandsWelcome 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...
2025-10-1533 min
Health Marketing CollectiveRaising Awareness: What We Can Learn from Axogen’s Successful Patient Advocacy CampaignWelcome 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...
2025-10-0133 min
Health Marketing CollectiveWhy Emotional Realism Wins in MarketingWelcome 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 covera...
2025-09-1740 min
Health Marketing CollectiveHarnessing PurposeWelcome 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 Op...
2025-09-0334 min
Health Marketing CollectiveHuman Capital as Brand StrategyWelcome 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 de...
2025-08-2032 min
Health Marketing CollectiveThe Power of No: Channel Strategy That Actually WorksWelcome 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. Thoma...
2025-08-0640 min
Health Marketing CollectiveHow to Maximize the Impact of Your National Sales MeetingWelcome 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 ac...
2025-07-2338 min
Health Marketing CollectiveWhen Empowerment Backfires: The Psychology of Shame in Health MessagingWelcome 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...
2025-07-0939 min
Health Marketing CollectiveEarned Trust: Why Media Still Matters in HealthcareWelcome 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 br...
2025-06-2537 min
Health Marketing CollectiveHollywood’s Playbook: How Marketing Can Energize the Sales ForceWelcome 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...
2025-06-1143 min
Health Marketing CollectiveBrand in Action: How a Grassroots Mission Is Redefining Patient ExperienceWelcome 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 insightf...
2025-05-2837 min
Health Marketing CollectiveExecutive Social: The New Imperative for Healthcare LeadersWelcome 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 w...
2025-05-1429 min
Health Marketing CollectiveBreaking In: How to Land a Spot on the HLTH 2025 StageWelcome to the Health Marketing Collective, where strong leadership meets marketing excellence.
In today’s episode, host Sara Payne sits down with Jody Tropeano Greene, Head of Content at HLTH, to discuss what it really takes to land a coveted speaking spot on one of health care’s biggest stages—HLTH 2025. As speaker submissions open, Jody offers valuable insights into the inner workings of the highly competitive selection process, the evolving themes of the conference, and the bold voices the team is eager to bring to the forefront.
With her role overseeing the development and implementation of agendas for both HLTH U...
2025-05-0728 min
Health Marketing CollectiveUnforgettable or Nothing: Raising the Bar on B2B Health CreativeWelcome to the Health Marketing Collective, where strong leadership meets marketing excellence.
In today’s episode, host Sara Payne sits down with Mike Cronin, Cofounder and Chief Strategist at Verve, to explore the evolving landscape of creativity in B2B healthcare marketing. Mike, whose impressive résumé includes brand and campaign strategy for UnitedHealth Group, Blue Cross Blue Shield, Optum, and revered consumer brands like Harley-Davidson and Samuel Adams, brings a rare blend of creative vision and strategic rigor to his work. His fundamental belief? That creative work’s purpose is to move people, not just fill space.
In this conver...
2025-04-3033 min
Health Marketing CollectiveHow Ableism Sneaks Into Health Campaigns—and What to Do InsteadWelcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today's episode, we dive into a crucial yet often overlooked aspect of marketing: disability representation and inclusive messaging. Host Sara Payne is joined by Kelsey Lindell, founder of Misfit Media, a trailblazer in helping brands improve their disability representation in health, wellness, and social impact campaigns.
Kelsey shares her personal journey and experiences, highlighting how advertising can unintentionally perpetuate ableism even in well-meaning campaigns. She emphasizes the need to rebuild trust with audiences that have been marginalized by traditional marketing narratives. Her new workshop series, "Shaping Perception,"...
2025-04-1638 min
Health Marketing CollectiveThe Activation Mindset: How to Empower Teams to Innovate and ExecuteWelcome to the Health Marketing Collective, where strong leadership meets marketing excellence.
In today's episode, we're thrilled to welcome Laura Cave, a dynamic health tech marketer known for her ability to bring healthcare products to market and breathe life into healthcare stories. Laura currently serves as the Chief Brand Officer at Paytient and is committed to enhancing the accessibility and affordability of healthcare.
In their conversation, Sara and Laura discuss fostering a culture that is focused on activation, removing roadblocks, empowering teams, and nurturing innovation within organizations. With a rich background that includes pivotal roles at The Knot and Oscar...
2025-04-0236 min
Health Marketing CollectiveUnlock Thought Leadership Success with This Key Narrative ShiftWelcome to the Health Marketing Collective, where strong leadership meets marketing excellence.
In today’s episode, we are joined by Hilary Mayer, Director of Client Strategy and Growth at Inprela Communications, to explore the intricate world of thought leadership in health marketing. Thought leadership is a cornerstone for many health brands aiming to rise above the noise in a crowded market, and Hilary is here to share her insights on building effective narratives that truly connect.
With extensive experience working with leading names in healthcare, Hilary has developed impactful thought leadership platforms. Our discussion dives into common misconceptions about thought le...
2025-03-1922 min
Health Marketing CollectiveAI’s Impact on Healthcare Customer ExperienceWelcome to the Health Marketing Collective, where strong leadership meets marketing excellence.
In today’s episode, we're talking about the transformative power of personalization in health care marketing with David Edelman, author of "Personalized: Customer Strategy in the Age of AI," and former Chief Marketing Officer at Aetna. As health care continues to evolve, understanding and implementing personalized customer experiences becomes critical, especially as AI begins to shape patient engagement and expectations.
David brings his vast experience and insights into why personalization is not just a marketing tool but a necessary strategy in the healthcare sector. He shares his journey an...
2025-03-0535 min
Health Marketing CollectiveThe Power of LinkedIn: Transforming Healthcare ConversationsWelcome 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 fo...
2025-02-1929 min
Health Marketing CollectiveHow to Identify and Engage the Right KOLs for Your BrandWelcome 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...
2025-02-0528 min
Health Marketing CollectiveHow AI Will Impact the Way Marketers WorkWelcome 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 ov...
2025-01-2234 min
Health Marketing CollectiveA Reckoning on Trust in HealthcareWelcome 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...
2025-01-0836 min
Health Marketing CollectiveAmplify Your Voice: Podcasting as a Thought Leadership ToolWelcome 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 bu...
2024-12-2538 min
Health Marketing CollectiveHow to Build a Strategic Marketing TeamWelcome 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...
2024-12-1136 min
Health Marketing CollectiveWhy Your Marketing Team Feels StuckWelcome 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 is...
2024-11-2729 min
Health Marketing CollectiveRebuilding Trust in HealthcareWelcome 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...
2024-11-1337 min
Health Marketing CollectiveTransforming Healthcare: AI, Prevention, and Women's Health Insights from HLTH Conference 2024Welcome 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 em...
2024-10-3032 min
Health Marketing CollectiveBold Marketing: Measuring Success with Metrics, AI, and Consumer InsightsWelcome 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 th...
2024-10-1638 min
Health Marketing CollectiveBold Executive Voices: The Key to Effective Thought LeadershipWelcome 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 Ja...
2024-10-0236 min
Health Marketing CollectiveBold Breakthroughs: Capturing Media Attention in a Crowded LandscapeWelcome 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...
2024-09-1848 min
Health Marketing CollectiveHow Market Research Fuels Winning Strategies in Health MarketingWelcome 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, ex...
2024-09-0438 min
Health Marketing CollectiveHealing Stigma: Marketers Leading the Charge for Inclusive HealthcareWelcome 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 obes...
2024-08-2136 min
Health Marketing CollectiveCreative Excellence in Healthcare: Strategies for Meaningful and Relevant MarketingWelcome 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...
2024-08-0740 min
Health Marketing CollectiveThe Ultimate Marketing Playbook: Corporate Strategy Meets Start-Up AgilityWelcome to the Health Marketing Collective, where strong leadership meets marketing excellence.
On today’s episode, Heather Cmiel joins us to share her insights on integrating corporate strategy with startup agility to achieve marketing success. As the Vice President of Brand and Communications at Aidoc, a pioneering healthcare startup harnessing the power of AI, Heather brings a unique blend of experience from both agency and corporate environments, having previously worked at 3M Healthcare.
Heather’s journey from the structured, process-driven world of large corporations to the dynamic, fast-paced environment of startups has provided her with valuable lessons on flexibility, adaptability, and...
2024-07-2437 min
Health Marketing CollectiveThe Strategic Edge: Elevating Marketing’s Value to the C-SuiteWelcome to the Health Marketing Collective, where strong leadership meets marketing excellence.
In today’s episode, we have a thought-provoking conversation with Mary Rapaport, a strategic thinking coach who specializes in B2B marketing transformation.She is here to share her insights on the importance of strategic thinking in marketing, especially in challenging times, and how it plays a crucial role in achieving long-term organizational goals.
Mary discusses the common misconception that companies can operate without strategic roles during tough economic periods and explains why it is critical for leaders and teams to prioritize strategic thinking. She shares insights on ho...
2024-07-1037 min
Health Marketing CollectiveThe Value of Marketing: A Venture Capitalist's PerspectiveWelcome to the Health Marketing Collective, where strong leadership meets marketing excellence.
On today’s episode, we are thrilled to have L. Jasmine Kim, a distinguished marketing executive and investor, joining us to share invaluable insights from her venture capital perspective. As a specialist in accelerating growth for health and digital technology companies, Jasmine's expertise is a treasure trove for anyone looking to elevate their marketing strategies.
In this episode, Jasmine Kim shares her insights on the landscape of health marketing, emphasizing the increasing trend of marketers stepping into revenue-driving and general management roles. She sheds light on her listening to...
2024-06-2639 min
Health Marketing CollectiveLeveraging Partnerships to Fuel Industry ChangeWelcome to the Health Marketing Collective, where strong leadership meets marketing excellence.
On today’s episode, Sara Payne sits down with Frank Jaskulke, Vice President of Innovation at Medical Alley. With 20 years of experience in fostering collaboration within the healthcare industry, Frank is here to share his insights on building a culture of innovation and the importance of cross-sector partnerships.
Medical Alley was founded with a mission to keep the community at the forefront of health innovation, positioning the industry to be the best on earth. Frank emphasizes the necessity of viewing competition and collaboration not as opposites but as in...
2024-06-1234 min
Health Marketing CollectiveBuilding an Effective KOL ProgramWelcome to the Health Marketing Collective, where strong leadership meets marketing excellence.
On today’s episode, Julia Steele Rodriguez is joining us to talk about Key Opinion Leader (KOL) programs and their indispensable role in healthcare marketing. Julia is an industry leader with a background leading diverse teams in marketing, operations, revenue cycle, and clinical education, and she’s bringing us her insights on the impacts that KOL partnerships can have on health marketing strategies.
Our conversation focuses on the fundamental aspects of building and sustaining effective KOL programs. We explore best practices for identifying the right KOLs, fostering long-term and...
2024-05-2928 min
Health Marketing CollectiveMarketing's Role in Driving Meaningful ChangeWelcome to the Health Marketing Collective, where strong leadership meets marketing excellence.
On today’s episode, Brian Jones is joining us to talk about purpose-driven marketing, the importance of marketing for company growth, and marketing’s role in driving meaningful change.
As the Chief Growth Officer for Avesis, a dental and vision supplemental benefits health plan, Brian leads initiatives that help Avesis stand out, aligning marketing strategies with the company's mission to enhance healthcare access and outcomes for Medicaid and Medicare populations. His innovative approach and focus on removing hurdles that block access to health care have marked him as a le...
2024-05-1538 min
Health Marketing CollectiveThe CMO Corner: Embracing RiskWelcome to the Health Marketing Collective, where strong leadership meets marketing excellence.
Today’s episode is the first of the CMO Corner series, and we’re kicking it off with one of the most accomplished and respected chief marketing officers in all of health care, Marcia Miller.
Marcia is one of the most respected CMOs in all of healthcare. She has grown her success by not shying away from risks. Marcia discusses the crucial intersections of risk, fear, and leadership in marketing, emphasizing the need for marketing to be acknowledged as a pivotal element of strategic business discussions.
Marcia shared her...
2024-05-0144 min
Health Marketing CollectiveBrand Consistency in the Rapid Content Era: Part 2Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence.
Today’s episode is a continuation of our conversation with Jen Hovelsrud of Elevance Health. On our last episode, we talked about how we can maintain content harmony and start thinking of our company as a publisher. Now, we’re digging deeper and discussing how we, as brand leaders, can empower our teams to create content quickly in a way that ensures brand consistency and long-term brand health.
Jen, an expert in enterprise content marketing and social media, shares her strategies on empowering teams, utilizing tools for brand moni...
2024-04-1726 min
Health Marketing CollectiveBrand Consistency in the Rapid Content Era: Part 1Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence.
On today’s episode, Jen Hovelsrud is here to talk about how we can create consistency in our content and begin thinking like publishers rather than advertisers. Jen is an expert in content marketing, focusing not only on creating content, but the structures and strategies that unify the content and messaging of large, multi-faceted organizations.
Jen is breaking down what she calls a federated model of content marketing that allows for consistency and unity when working with several brands under a single parent company. She also shares her ph...
2024-04-0335 min
Health Marketing CollectiveSocial Media and the Creator Economy for Health MarketingWelcome to the Health Marketing Collective, where strong leadership meets marketing excellence.
Today, Ben Ellenbecker is joining us to talk about the ways social media has been reshaping brand storytelling within the healthcare industry and B2B marketing as a whole. Ben is a social media strategist who has been helping household-name brands create impactful content and tell their stories for more than a decade.
It is now clear that healthcare brands need to part of the social media party, even accepting platforms like TikTok and blending education with entertainment to capture attention. We’re focusing on the concept of “soci...
2024-03-2043 min
Health Marketing CollectiveHow to Build a Successful Health MovementWelcome to the Health Marketing Collective, where strong leadership meets marketing excellence.
Today, Emily Hansen is joining us to share how her successful awareness campaigns have been improving the lives of breast cancer survivors throughout the country. In promoting a highly sensitive and personal medical procedure, Emily and her team at Axogen developed a marketing plan that balanced raising long-term awareness and managing short-term performance pressures.
Emily will share her insights about the critical role of storytelling, the significance of treating survivors as individuals with their own narratives, and the importance of keeping the focus on the issue at hand...
2024-03-2033 min
Health Marketing Collective4 Essential Strategies for Building Trust in Health MarketingWelcome to the premiere episode of the Health Marketing Collective, where strong leadership meets marketing excellence. Trust is everything in healthcare, and this episode unravels the keys to leveraging trust as a strategic driver for your business.
Sara Payne, our host and a health marketing strategist at Inprela Communications, is sharing four foundational rules for building and maintaining trust between healthcare brands and their audiences:
1. Use purpose-driven messaging: Understand the impact your company aims to make in the world and why it matters. Communicate your purpose authentically and consistently across all marketing channels to create a deeper connection with your...
2024-03-2014 min
Health Marketing CollectiveHealth Marketing Collective TrailerWelcome 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.We believe storytelling can change the status quo–and we’ve seen it happen. I’m Sara Payne of Inprela Communications, a storytelling firm that builds campaigns that break through the noise, create movements, and establish brands as leading voices in the industry.And we’re just gettin...
2024-02-1601 min
AstrocandyThe Sign Series: Scorpio (Oct. 23 - Nov. 21) - with Inprela Communications Sr. Account Manager Lauren Siever“I’m working on [forgiveness]. You have your friends that are like family– I am more likely to forgive them… But if you wrong someone I care about, you’re dead to me.” Inprela Communications’ senior account manager and Scorpio sun Lauren Siever joins the show to discuss all-things The Scorpion in The Sign Series, a limited Astrocandy subseries that features each Zodiac sign during its respective season.It’s time to contemplate the meaning of life (and death) ‘cause it’s Scorpio season! Scorpio (Oct. 23 - Nov. 21) has two planetary rulers: Pluto, the planet of transformation, regeneration and rebirth, and Mar...
2023-10-2655 min
Schmidt ListThe Consumer Revolution in Healthcare will be Digitized - Ep 178The consumer revolution in healthcare is here, and it will be digitized. In the coming years, patients will take a more active role in their care, thanks to the growth of innovative digital technologies. How can healthcare systems keep up with the growing consumer demand? Digital technologies can help connect patients with the proper care providers and resources, no matter where they are. They can also make it easier for patients to access information about their health and treatment options.Join me and Sara Payne from Inprela Communications to discuss how the messaging in...
2021-12-2131 min
Schmidt List - Business InsightsThe Consumer Revolution in Healthcare will be Digitized - Ep 178The consumer revolution in healthcare is here, and it will be digitized. In the coming years, patients will take a more active role in their care, thanks to the growth of innovative digital technologies. How can healthcare systems keep up with the growing consumer demand? Digital technologies can help connect patients with the proper care providers and resources, no matter where they are. They can also make it easier for patients to access information about their health and treatment options.Join me and Sara Payne from Inprela Communications to discuss how the messaging in...
2021-12-2131 min
The Business Of MarketingWhat Does B2B Influencer Marketing Really Mean?When we first began hearing a lot about “Influencer Marketing” it conjured up images of beautiful people who happened to be showing us their favorite clothing, shoes, beverage, vacation spot, or even their toothpaste.Today, we know that influencer marketing is much more.And businesses are taking note. Although, it may not be as easy as attaching a celebrity face to a product.And it also doesn’t always mean marketing to consumers.B2B (or Business to Business) Marketing is also embracing influencers. And today we are going to dive into s...
2021-07-0134 min
Behavioral Grooves PodcastJonathan Mann: Integrating Behavioral Science into User ExperienceThe role of the User Experience (UX) designer is growing in corporations around the world. UX Designers have a great deal of influence over how a customer CAN take an action. Relatedly, behavioral scientists are interested in addressing the issue of WILL a customer take an action. What if the two were fused?
In this episode, Jonathan Mann explores ways in which the UX designer and the behavioral scientist can merge into one, combining the CAN and WILL elements for more effective – and ethical – marketing messages. He relates his experiences from studies he performed at PayPal under the...
2019-06-1643 min