With insights from True North strategists and interviews with top hospital marketers as your guide, you’ll discover proven tactics and practical tips that inspire your marketing initiatives.
Looking for a quick, fun, engaging way to stay current on marketing topics and industry trends? Check out the healthcare marketing podcast from True North!
Hosted by President Eric Silberman and Vice President of Strategy and Business Development Jane Crosby, the podcast was created to share our best practices plus actionable ideas from the brightest minds in content marketing, digital marketing and healthcare strategy.
We hope you’re inspired by their conversations with experts from Cleveland Clinic, Salesforce and other leading brands:
Episode 1: Building the #1 hospital blog with Amanda Todorovich from Cleveland Clinic
Cleveland Clinic sets the pace for content marketing in healthcare, and Senior Director of Digital Marketing and Health Content Amanda Todorovich offers her view from the peak as senior director of digital marketing and health content. In this inaugural episode for our healthcare marketing podcast, you’ll find out how she’s built an elite team based on the guiding philosophy “How do we beat yesterday?” and why more than 10 million visitors turn to Health Essentials—the #1 hospital blog in America—each month. You’ll learn which channels are driving the most engagement during COVID-19, the blog’s top-performing piece of content for many years, how the hospital is leveraging TikTok and much more!
Episode 2: Get ready for the context marketing revolution with Mathew Sweezey from Salesforce
As director of market strategy at Salesforce, Mathew Sweezey has a front-row seat to the transformations in consumer behavior and modern technology. He draws on those insights and his experience working with some of the world’s largest and most well-respected brands—including AT&T, Dell, UPS, The Home Depot and more—in his new book: “The Context Marketing Revolution,” published by Harvard Press. Find out why Mathew believes marketers have to change the way we think about our brands and our marketplace to succeed in the post-COVID-19 future.
Episode 3: How marketing leaders at Vanderbilt Health are making a dent in the healthcare universe
Vanderbilt Health is a national leader in value-driven care. The marketing and communications team plays a pivotal role in planning and implementing these initiatives. We spoke with two marketers leading the charge—Megan Pruce, VP of strategic marketing, and Mallory Yoder, senior manager of business engagement strategies—on best practices for successfully engaging both physicians and consumers around population health strategies, what it takes to build a cross-functional team and other critical issues in advancing the mindset shift from value-based care to value-for-volume.
Episode 4: SHSMD President Holly Sullivan believes this is healthcare marketing’s moment
In the words of Holly Sullivan, senior director of strategic marketing at Spectrum Health and president of the board for the Society for Healthcare Strategy and Marketing Development, “Our organizations are looking to marketing to help get through this.” In this episode focused on effective leadership and communication during a crisis, you’ll learn how she’s helping her 14-hospital system and 4,000+ SHSMD members rise to the occasion and guide their communities toward recovery and growth.
Episode 5: Rose Glenn on how to have a remarkable, highly rewarding career in healthcare
With 30+ years of experience working for large, complex organizations, Rose Glenn understands what it takes to build a successful career in healthcare marketing and communications. The Chief Communications and Marketing Officer at Michigan Medicine and former president of the board of the American Hospital Association’s Society for Healthcare Strategy and Market Development shares candid perspective and practical advice on risk-taking, mentorship, and the importance of being assertive while also showing kindness — shattering the myth that “sharp elbows” are a requirement for leaders.
Episode 6: From funnels to flywheels: digital marketing virtuoso Rand Fishkin on modernizing your approach to engagement and growth
As the founder of Moz and now CEO of SparkToro, Rand Fishkin is a leading voice on SEO techniques, software tools and other must-know topics for today’s marketing professional. In this episode, you’ll learn how to avoid “boulder-pushing marketing” and build a flywheel that gains efficiency, lowers costs and generates higher ROI for your content strategy and digital campaigns.
Episode 7: Guiding marketers toward growth: how Meghan Keaney Anderson helps Hubspot win hearts and minds
As a VP at Hubspot and one of the most brilliant marketing minds on the planet, Meghan Keaney Anderson is building a worldwide community while driving revenue for the company’s all-in-one growth platform. Her expert perspective on making paid ads more effective, writing for search and why content quality beats quantity (among other topics) is guaranteed to raise your marketing game.
Episode 8: Chris Pace of Banner Health on removing friction from the customer experience
As Senior Director of Digital Marketing at Banner Health, Chris Pace is instrumental in making sure the largest hospital system and employer in the state of Arizona delivers on the mission: making health care easier, so life can be better. Learn how his philosophy of “strategy first, tools second” along with his elite team is powering a digital transformation that impacts nearly every step on the patient journey, including online scheduling, billing and other touch points. Get practical advice on creating a zero click strategy, consolidating websites and personalizing content, along with personal insights from his journey to cope with imposter syndrome.
Episode 9: Johnny Smith of Encompass Health is disrupting B2B marketing strategy
Johnny Smith was recruited to transform the marketing function for Encompass Health—the largest post-acute care provider in the country with 140 rehabilitation hospitals in 39 states. Discover how his passion for leading by listening — especially to those who “don’t drink the marketing Kool-Aid” — and leveraging data is empowering his team, building equity in the brand and driving growth for the organization.
Episode 10: HCA Healthcare’s Head of Digital Strategy Kelly Nye is at the epicenter of evolution in healthcare marketing
As VP of Digital Strategy & Development at HCA Healthcare, Kelly Nye works with marketing, IT and other disciplines to “interweave digital into everything we’re doing and thinking about” across the system’s 180+ hospitals and 2,000+ sites of care. Go behind the scenes of the largest U.S. health system for a glimpse into COVID’s transformative impact on the team and technologies under her purview, along with gleaning Kelly’s expert perspective on managing vendor partners, the future of healthcare CRM systems and more.
Episode 11: Ascension’s Nick Ragone on his passion for storytelling, chess and mission with a capital M
Nick Ragone’s official title is executive VP and chief marketing and communications officer — but he calls himself Chief Storyteller for the system’s 160,000 associates spread across 2,700 sites of care. Find out how COVID accelerated the Ascension brand journey, what channels are keeping the team engaged and why he feels the qualitative model of marketing no longer suffices in healthcare.
Episode 12: Content marketing pioneer Joe Pulizzi on where the puck is going
As the founder of Content Marketing Institute and Content Marketing World, Joe Pulizzi helped define and advance the discipline considered essential to modern marketing—especially in healthcare. According to the 2020 Digital Healthcare Marketing Trends report, “Looking at the capabilities where leaders are furthest ahead of others, content development tops the list.” Get expert perspective from Joe and hosts Eric Silberman and Jane Crosby on building an audience, experimenting with Clubhouse and other new platforms and the marketing channel we’re the most bullish about in 2021.
Episode 13: Victor Reiss on creating data-driven vaccine communications at UNC Health
“We will not be satisfied until we have moved those who are vaccine hesitant to being ready and willing.” That conviction is the driving force for Victor Reiss and his team at UNC Healthcare. We spoke with the System VP of Consumerism and Insights about how he’s helping match vaccine-related messaging with the right audience segments, including what he calls the untapped markets of Black and LatinX populations who often experience lack of equitable opportunity and access.
Episode 14: Michael McCauley on healthcare marketing trends and building trust
As part of the panel that helped develop the 2020 By the Numbers Special Report from the Society for Healthcare Strategy and Market Development, the VP of Corporate Communications at Hackensack Meridian Health has his finger on the pulse of industry trends and innovations. Find out what shifts your peers are making during the pandemic along with how his 17-hospital system is building communication plans around the COVID vaccine, Michael’s four Rs for fostering mental health at work and more.
Episode 15: Ken Chaplin on combating the shadow curve and empowering patients at Cancer Treatment Centers of America
As Chief Marketing Officer for CTCA, Ken Chaplin is advancing the mission of patient empowerment for the household brand in cancer care. In this insights-packed 30-minute episode, find out how CTCA applies advanced attribution modeling to precisely measure the impact of marketing, why the organization is well positioned for a cookie-less world and what they’re doing to flatten the “shadow curve” caused by the sharp decline in cancer screenings and treatments during the pandemic.
Episode 16: Julie Rose of CommonSpirit Health shares social media tips, trends and tools
As System Manager of Social Media at CommonSpirit Health, Julie Rose helps guide the system’s 140+ hospitals on building community and driving engagement on Facebook and Instagram. Find out how the brand’s Hello Humankindness purpose is reflected on these platforms, what tools she uses to plan and publish content and why the magic on social media happens after you post.
Episode 17: Summit Health Chief Marketing Officer Matt Gove on Digital Marketing and Driving Physician Referrals
In the summer of 2019, Matt Gove had just left Piedmont Healthcare to join CityMD when the leading urgent care provider in the New York metro area merged with Summit Medical Group to form Summit Health. Then the pandemic hit, and his brand was front and center in media coverage of COVID. In this lively conversation, learn how these experiences shaped his marketing strategy, along with his expert perspective on B2B vs. B2C marketing, what to look for when hiring marketing talent and the most important—and often overlooked—digital marketing channel.
Episode 18: From Quirky to Quantitative: Christine Albert on How Humanizing the LCMC Health Brand Is Driving Business Growth
In one of our most colorful and compelling interviews, LCMC Health Chief Marketing and Experience Officer Christine Albert highlights her team’s success in leveraging data to differentiate the New Orleans-based brand and generate bottom line results. Learn how she’s elevating the C‑suite’s perception of marketing through strategic insights that illuminate opportunities and challenge the status quo — like the system’s more authentic approach to online physician bios that has generated a 50% increase in organic views and nearly 25% more conversions to appointments. As a SHSMD Board Member, Christine has been instrumental in advancing the healthcare marketing discipline. Find out how the organization is guiding members through consumer research, mentorship programs and other new initiatives that empower career and network development.
Episode 19: Amy Comeau on Thriving in a Competitive Healthcare Market
As VP of Marketing at Emory Healthcare, Amy Comeau has a unique vantage point into the opportunities and challenges of leading brand and revenue growth strategies for a nationally ranked academic health system. Find out how she’s prioritizing her plan, leveraging CRM and other tools and getting buy-in from key stakeholders to influence all stages of the patient journey.
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