Health Marketing Collective

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Aug 2026

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*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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August 19, 202636 min

Patient Insights That Shape Better Brand Strategy

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, Kelly Franchetti, CEO of The Patient View, nurse, rare disease mom, and seasoned patient insights expert joins Sara Payne for an essential conversation about the art and science of weaving patient insights into brand planning. As healthcare marketers dive into planning season, Kelly offers a strategic and practical playbook for moving beyond assumptions and building campaigns, support programs, and messaging that truly resonate with patients. We dig into the critical questions: Where do patient insights fit into the brand planning process? Why do so many organizations wait too long to seek patient feedback? And what real-world impacts have companies seen when they involved patients early vs. when they didn’t? Kelly Franchetti shares powerful stories from triple-negative breast cancer rebrands to evolving support in rare diseases showcasing how early, authentic patient input can fundamentally change both creative direction and patient outcomes. This isn’t just market research. Kelly Franchetti explains how agile, front-end insight work is different, faster, and often significantly less expensive than most teams assume. Practical guidance follows for working with tight budgets, leveraging advisory boards, and collaborating with agencies to get the strongest ROI from your patient engagement investments. Key Takeaways Move Patient Insights Upstream: Too often, patient feedback is treated as a late-stage validation step testing messaging after it’s already locked in. Kelly argues for bringing patients into the room from the very start of brand planning 02:21, when strategy, positioning, and creative direction are being formed. Early involvement is not just easier and less costly; it’s foundational to building architecture that reflects real patient needs. Beware of Assumptions Even on Experienced Teams: Even sophisticated marketing teams can unconsciously operate from inside the brand, not inside the condition. Common assumptions such as what patients’ biggest pain points are, or what support they need often miss the mark. Kelly Franchetti stresses that gaps arise not from lack of skill but from differing perspectives; closing those gaps during planning season is what drives real resonance and results 05:02, 07:54. Patient Insight vs. Market Research & Advisory Boards: Patient insight initiatives are not just another traditional market research project, nor are they interchangeable with advisory boards. Kelly Franchetti explains that patient insight work is quicker, more agile, and designed to shape hypotheses before they are fully formed 15:58. Advisory boards have their value for focused, tactical conversations, but fall short in surfacing the full breadth of patient perspectives required for foundational planning 20:41, 22:41. Involving the Patient Voice Isn’t Out of Reach: Patient insights don’t require big teams or massive budgets. Programs can be spun up quickly (in as little as two to three weeks) and at budgets starting as low as 10,000–15,000 17:41, 18:25. Kelly Franchetti encourages teams to explore what’s possible with what they have rather than assuming time and cost are barriers. ROI Is Highest When Insights Inform Early Decisions: If you only have resources for one initiative, invest on the front end shaping strategic priorities and messaging pillars instead of saving for late-stage message testing. Testing confirms, but early input shapes 26:46. Realigning plans after launch is always possible pulse checks midyear are fast and affordable 32:30 but the greatest ROI comes from minimizing assumptions upfront, regularly calendaring patient insight check-ins, and being honest about where the plan is built on guesses versus knowledge. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Mentioned in this episode: Health Marketing Collective is Powered by Inprela The Health Marketing Collective is powered by Inprela: a communications firm built for health brands determined to lead, not follow. We partner with marketing innovators who aren't just chasing attention—they're building movements. Connect with the audiences shaping the future of care and lead the conversations that move your market. Ready to rise above the noise? Visit inprela.com. Let's create something that moves the market. Inprela Communications

August 5, 202635 min

When Marketing Never Slows Down

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, Scott Brinker joins Sara Payne for a candid discussion on the accelerating pace of marketing and the impact of marketing technology and AI on today’s business environment. Widely known as the “Godfather of MarTech,” Scott Brinker brings his nearly two decades of expertise through his Chief MarTech platform and numerous bestselling books to help us navigate the challenges and opportunities at the intersection of speed, strategy, and creativity in modern marketing. Is marketing really moving faster, or does it just feel that way? That’s the key question Sara and Scott unpack, digging into the effects of digital transformation and AI on content creation, expectations, and, importantly, the human cost of relentless urgency in the field. They explore the implications for marketing leaders, the hidden costs of always-on activity, and how to build sustainable rhythms that foster both creativity and strategic impact, especially in healthcare. Join us as we examine how marketers can balance agility and discipline, use technology as a force for focus rather than just acceleration, and reclaim space for deep thinking to build brands rooted in trust and authenticity. 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: The Double-Edged Sword of Marketing Velocity: Scott underscores that the rapid pace of marketing goes far beyond AI, it’s rooted in years of digital transformation and an explosion of touchpoints and technologies. While these innovations enable marketers to do more, faster, they introduce significant costs, particularly by eroding critical time for reflection and strategic thinking. The challenge: can the human mind keep up with technology’s pace? (04:24) The Cost of Speed: Creativity, Strategy, and Burnout: Both Sara and Scott warn that constant urgency often leads to a shortcutting of the creative and strategic process, resulting in decision fatigue and burnout. Marketing effectiveness isn’t just about reaction time; it’s sustained by discipline, iteration, and making space to revisit projects with fresh eyes. Short-term responsiveness should not eclipse long-term impact. (06:21) Discipline and Cadence Trump Perpetual Chaos: Adapting concepts from agile development, Scott advocates for operating rhythmic sprints, structured backlog, and focused delivery cycles to help teams juggle changing priorities without succumbing to perpetual interruption. Sarah Payne echoes the need for discipline, emphasizing the importance of being intentional about what merits urgency, and communicating clear priorities across organizations. (12:30) More ≠ Better: Activity vs. Impact in the Age of AI: The proliferation of AI and automation threatens to amplify “activity for activity’s sake.” Scott urges marketers not to simply fill newfound time with more execution but to protect it for higher-order thinking and true innovation. Drawing parallels to software development, he notes that an avalanche of new features or campaigns rarely translates to better outcomes if it’s not grounded in value and customer impact. (24:31) Scarcity of Trust and Attention: The New Differentiators: Looking ahead, Scott predicts that as technology further reduces the friction of activity, human attention and trust will become the scarcest and most valuable assets for brands. The organizations that excel will be those who invest in building genuine relationships and deliver consistently on customer-centric outcomes, focusing less on technology for its own sake and more on understanding and serving their audiences with authenticity. (27:01) Mentioned in this episode: Health Marketing Collective is Powered by Inprela The Health Marketing Collective is powered by Inprela: a communications firm built for health brands determined to lead, not follow. We partner with marketing innovators who aren't just chasing attention—they're building movements. Connect with the audiences shaping the future of care and lead the conversations that move your market. Ready to rise above the noise? Visit inprela.com. Let's create something that moves the market. Inprela Communications

July 22, 202644 min

Why Every Leader Should Take Improv

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, we’re joined by Bernie Armada, professor at the University of St. Thomas and a leader at the intersection of storytelling, communication, and applied improvisation. Bernie shares his personal journey from crippling stage fright to expert communicator, revealing how improvisational techniques can transform not just individual confidence but the very nature of leadership and connection in our AI-driven world. With host Sara Payne, Bernie dives into how improv uniquely cultivates better listeners and more authentic leaders, breaking down the conventions that often stifle true connection. The episode is packed with stories, practical insights, and powerful anecdotes from the classroom to the corporate boardroom and even the radiology suite on why every leader, regardless of background, can benefit from improv training. We explore how the skills learned in improvisation are transferable far beyond performance, shaping the way executives, technical professionals, and communicators of all stripes build trust, foster collaboration, and bring a more human touch to their work in an increasingly automated world. Thank you for joining the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways Improv as a Catalyst for Human Connection: Bernie emphasizes that in an era where AI can automate much of our work, the ability to genuinely connect with others is more critical than ever. Improv teaches us to be fully present, attentive listeners, not just hearing words, but reading expressions, body language, and intent, laying a foundation for deep human connection and trust (10:37). Leadership is About Listening, Not Judging: Improv skills empower leaders to step down from perceived pedestals and engage authentically with their teams. By “taking off the armor” sometimes literally, as Bernie Armada invites both students and professionals to remove their shoes, participants break down hierarchical barriers, build trust, and foster a sense of equality and community in the workplace (15:10). Unlearning Professional Veneers for Authenticity: Professional success often comes with rigid habits and protective “veneers,” but improvisation helps participants “unlearn” these conventions. Through playful exercises, individuals rediscover their authentic voices, build confidence, and cultivate a more effective, approachable style of leadership and communication (21:27). Improv Works for Everyone, Not Just ‘Natural’ Communicators: Whether you’re an engineer, physician, scientist, or executive, the skills developed through improvisation like mirroring, vulnerability, and in-the-moment responsiveness are universally beneficial. Bernie describes transformative experiences with highly technical professionals who, through applied improv, become more engaging speakers and leaders, able to connect with both peers and lay audiences (27:20). Practical Advice: Risk, Storytelling, and Lifelong Growth: For those looking to become more engaging communicators, Bernie recommends taking practical steps such as reading Alan Alda’s “If I Understood You, Would I Have This Look on My Face?” and seeking out improv classes in your area. He highlights that the path to better communication is ongoing, shaped by risk-taking, sharing authentic stories, being comfortable with mistakes, and always striving to connect on a human level (42:25). Mentioned in this episode: Health Marketing Collective is Powered by Inprela The Health Marketing Collective is powered by Inprela: a communications firm built for health brands determined to lead, not follow. We partner with marketing innovators who aren't just chasing attention—they're building movements. Connect with the audiences shaping the future of care and lead the conversations that move your market. Ready to rise above the noise? Visit inprela.com. Let's create something that moves the market. Inprela Communications

July 8, 202632 min

Why Relevance Is the New Competitive Advantage

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today’s episode, Sara Payne sits down with Kamal Bhandal, Senior Vice President of Invisalign Global Brand at Align Technology, to discuss how healthcare brands can earn true cultural relevance and become part of the everyday conversations, communities, and lifestyles of their audiences. With deep experience at the intersection of healthcare, technology, and consumer marketing, Kamal Bhandal has played a crucial role in establishing Invisalign as one of the most recognizable names in healthcare. She’s led marketing transformations spanning everything from AI-powered systems to brand strategy, and in this episode, she shares her approach to building lifestyle-driven relevance, making social media a force multiplier, and learning directly from the consumers, especially younger generations like Gen Z who are shaping brand expectations for the future. We break down what it really means for a healthcare brand to be relevant in people’s lives, why it’s essential to embed authenticity into your marketing practices, and what other healthcare leaders can take away from the next generation’s playbook for engagement, inclusivity, and community building. Thank you for joining us at the Health Marketing Collective, where strong leadership meets marketing excellence because the future of healthcare depends on it. Key Takeaways: Relevance Is Earned, Not Assumed Kamal emphasizes that brand relevance means earning the right to become part of people’s lives. It’s about understanding your audience on a deep level—not just through data, but by sitting “knee to knee” with customers, embracing their worldviews, language, and daily challenges, in order to craft resonant and meaningful brand experiences (02:01–06:03). Investing in Consumer Understanding Is Non-Negotiable Carving out time and budget for ongoing consumer immersion isn’t a “nice-to-have”; it’s foundational. Kamal stresses that gathering insights from both current and potential customers (from providers to end users) is the necessary first step for unlocking true relevance and building impactful marketing strategies and communication plans (06:46–08:21). Social Media as a Force Multiplier Rather than viewing social media as a mere channel, Kamal advocates treating it as an arena for discovery, community, and co-creation. Social platforms enable healthcare brands to both “edutain” audiences (educate + entertain) and foster true connection not only direct-to-consumer, but through providers and wider communities. Social listening and active engagement also drive real-time insights that can reshape marketing and product decisions (15:12–19:57). Let the Next Generation Lead To be relevant to Gen Z and beyond, brands must co-create with these consumers, not just market to them. Kamal shares how involving Gen Z voices “at the table” from the very beginning accelerates relevance and helps avoid misaligned assumptions. This collaborative approach is now essential as culture and expectations move at unprecedented speed (20:32–22:34). Marketing’s Role in Fostering Team Culture & Embracing Change Strong marketing leadership mirrors the principles of consumer relevance within teams by understanding individuals’ goals, fostering a culture of learning, and celebrating experimentation (including failures). Kamal underscores the importance of team chemistry, delegated voice, and supporting risk-taking as integral to ongoing organizational transformation and innovation (25:50–29:45). Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Mentioned in this episode: Health Marketing Collective is Powered by Inprela The Health Marketing Collective is powered by Inprela: a communications firm built for health brands determined to lead, not follow. We partner with marketing innovators who aren't just chasing attention—they're building movements. Connect with the audiences shaping the future of care and lead the conversations that move your market. Ready to rise above the noise? Visit inprela.com. Let's create something that moves the market. Inprela Communications

June 24, 202639 min

Marketing's Most Underrated Superpower

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today’s episode, we’re joined by Gwen Cantarera, Senior Director of Global Marketing at Nordic, for a deep dive into the critical role of alignment in organizational success and how marketing leaders can serve as catalysts for trust, connection, and strategic clarity. With experience leading global strategy, partner marketing, and communications for a complex healthcare consulting portfolio, Gwen brings a powerful perspective on breaking down silos and building bridges within healthcare organizations across the U.S., Canada, and Europe. The conversation focused on why alignment is more than process and documentation; it's fundamentally about relationships, vulnerability, and trust. Drawing from a rich entrepreneurial background, Gwen shared why marketing often sits in a unique position at the heart of an organization, able to both gather diverse perspectives and act as the nexus for communication between teams like sales, delivery, and internal counsel. The discussion explored how curiosity and emotional intelligence are indispensable for marketing leaders aiming to create shared understanding and move organizations in the same direction. Key Takeaways: Alignment Is Built on Relationships, Not Just Process: A key theme that emerged was that organizational alignment doesn’t stem from more meetings or elaborate documentation but from frequent, informal, and transparent communication that builds trust. Gwen described how regular gut checks, open brainstorming, and a willingness to ask questions in real-time pave the way for true alignment across departments. It’s the “sausage making” the unpolished, vulnerable moments that ultimately drive connection and understanding 08:35. Marketing as the Organizational Heartbeat: One concept discussed was marketing’s unique vantage point. Marketing often has touchpoints with every part of the business, from delivery to sales to counsel, making it ideally positioned to collect diverse inputs and act as the connective tissue. If approached with curiosity, marketing is able to notice dissenting opinions, identify where teams are misaligned, and distill the core issues so the organization can move forward together 01:26. Vulnerability and Curiosity Are Essential Leadership Qualities: The discussion explored how effective marketing leaders model vulnerability by putting half-baked ideas forward for feedback and are not afraid to be corrected. This requires setting aside ego and demonstrating a willingness to learn in public, which encourages a culture where others feel safe to contribute openly. The willingness to “put down the wrong answer” is often the fastest way to arrive at the right one 14:08. Transparency Through Open Dialogue Drives Impact: Several points were raised about the importance of intentional, open forums like “True North,” where anyone from C-suite to front-line consultants can hear what marketing is working on, ask questions, and share feedback. These sessions open the doors not just for reporting, but for meaningful, cross-functional dialogue that surfaces blind spots, fosters psychological safety, and establishes trust as the foundation for passionate, productive conflict 16:14. Shared Language and Shared Purpose Accelerate Alignment: A key theme that emerged was the power of creating a common language and analogies to help diverse groups of engineers, clinicians, legal, and marketing work together effectively. When alignment is achieved, the organization will see messaging and positioning propagate organically, and leaders will notice their ideas reflected back by stakeholders without having to explain repeatedly. True alignment is visible in the pervasive, shared understanding and reference points adopted across teams 35:09. Thank you for tuning into the Health Marketing Collective, where together, we navigate the intersection of leadership, marketing, and healthcare transformation. Mentioned in this episode: Health Marketing Collective is Powered by Inprela The Health Marketing Collective is powered by Inprela: a communications firm built for health brands determined to lead, not follow. We partner with marketing innovators who aren't just chasing attention—they're building movements. Connect with the audiences shaping the future of care and lead the conversations that move your market. Ready to rise above the noise? Visit inprela.com. Let's create something that moves the market. Inprela Communications

June 10, 202639 min

The AI Search Gold Rush: What’s Worth Your Time (and What’s Not)

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today’s episode, we dive into the “new gold rush” of health marketing: AI search. Joining us is Vincent Grippi, founder and CEO of Grippi Media, a seasoned expert with over sixteen years of experience crafting digital marketing strategies for both startups and Fortune 500 brands. Featured in AdWeek, Business Insider, Fierce Healthcare, and Marketing Dive, Vincent has become a key thinker on the future of marketing, especially as AI rapidly reshapes the landscape of how consumers find and trust information. As AI-driven search tools become more prevalent, marketers face a barrage of new acronyms, shifting priorities, and a swirl of tools promising the next competitive advantage. But is all this hype justified or is confusion clouding marketers’ judgment? Sara Payne and Vincent Grippi discuss the challenges, myths, and real strategies for thriving in the world of AI search, uncovering what businesses should and shouldn’t be chasing in the age of rapidly evolving algorithms. Key Takeaways: 1. SEO Fundamentals Still Rule Ignore the Hype Around New Acronyms Despite the explosion in AI search tools and terminology, Vincent stresses that marketers don’t need to throw out their SEO playbooks. Google has clarified that AEO and GEO are myths; strong, traditional SEO remains the foundation for ranking and discoverability in AI search results (03:02, 06:23). Chasing new acronyms or unproven tools is likely to waste time and resources. 2. Chasing Hacks and Tool-Based Shortcuts is Risky (and Costly) Vincent warns against “hacks” like AI-generated spam content or gaming platforms like Reddit, which may yield short-term wins but almost always backfire, leading to plummeting rankings or even platform bans (04:09, 04:41). Many popular tools are simply wrappers built on top of existing AI like ChatGPT and charge steep fees without meaningful results. Marketers should be wary of proprietary “visibility” scores or brand metrics that vary wildly between platforms (16:05). 3. Discoverability is the New Visibility: Focus on Meaningful Presence AI search changes how users access information summaries, replacing ten blue links, and click-through rates on web content are falling fast (20:12). Marketers must go beyond surface-level “visibility” to focus on discoverability : mapping high-value, original content to the specific prompts and research needs of their ideal customer profiles. This means prioritizing non-commodity content, such as unique research, proprietary data, case studies, and expert perspectives (08:46, 12:26). 4. Thought Leadership and Digital PR Are More Important Than Ever AI search doesn’t just reward what’s published on your site it pulls in podcasts, videos, ratings, reviews, and third-party features. Sara and Vincent emphasize the necessity of digital PR, proactive reputation management, and strategic media placements to build both authority and trust (23:26, 25:26). Genuine originality and credibility whether in written articles, public speaking, or interviews set brands apart in both the algorithm’s eyes and consumers’ trust. 5. Marketers Must Reframe Success Metrics and Build Trust, Not Just Traffic The AI search landscape demands new thinking around measurement: instead of obsessing over conversions or clicks, marketers should triangulate traditional SEO metrics with AI visibility, share of voice, and brand sentiment. With fewer referrals from search, ultimate success is about influencing perception, discovering new audience touchpoints, and fostering trust by surfacing reliably credible, compelling information where it matters (19:01, 36:07). Thank you for joining us for this conversation on staying grounded and staying ahead amidst the noise of AI search. Be sure to subscribe for more insights, where strong leadership meets marketing excellence. Learn more about Vincent and the work he does at https://www.grippimedia.com/ . Mentioned in this episode: Health Marketing Collective is Powered by Inprela The Health Marketing Collective is powered by Inprela: a communications firm built for health brands determined to lead, not follow. We partner with marketing innovators who aren't just chasing attention—they're building movements. Connect with the audiences shaping the future of care and lead the conversations that move your market. Ready to rise above the noise? Visit inprela.com. Let's create something that moves the market. Inprela Communications

May 27, 202633 min

The Most Expensive 20 Minutes in Marketing

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, Sara Payne is joined by Emily Hansen, Senior Director of Market Development at Axogen, a leader in surgical innovation for peripheral nerve repair. Together, they dive deep into the art of storytelling as a leadership tool–not just as a tactic for campaigns, but as a means of inspiring belief, forging emotional connections, and moving both sales teams and executives to action in healthcare organizations. They open with a familiar scenario for any marketing leader: a national sales meeting where, despite sound strategies and robust data, audience engagement quickly fades. Emily unpacks why so many critical “big moments” fall flat and shares how she revitalized her own approach to presentations, receiving remarkable feedback from both executives and sales colleagues. The conversation covers concrete strategies for crafting presentations that connect, the power of emotional resonance, and the often-overlooked step of enabling others in the organization, whether sales or clinicians, to spread that same powerful narrative. Emily also offers a behind-the-scenes look at how sharing real human stories, especially those rooted in emotional patient testimonials, can ignite cultural change and unleash advocacy across an entire organization. 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. Storytelling as a Leadership Tool Emily Hansen emphasizes that storytelling in presentations, especially at high-stakes meetings, should go far beyond sharing numbers and priorities. The magic happens when marketing leaders approach presentations as opportunities to create belief and emotional affinity, not just disseminate information (00:49, 03:14). Slides are not the story; the narrative and connection are. 2. Start with the Audience, Not the Slides One of the biggest pitfalls leaders face is defaulting to repurposed slides and crowded decks, which drains energy and loses engagement. Emily advocates beginning with a blank page, writing out the narrative first (even scripting key points), and ruthlessly editing down to what truly resonates. Slides should only serve as a visual accent to the story, never as the centerpiece (04:34, 05:19). 3. Create Emotional Resonance for Impact The most memorable presentations Emily delivered focused on eliciting genuine emotion by sharing human-centered patient stories and testimonials. These stories cut through data fatigue and leave lasting impressions, often prompting colleagues to share personal connections and become advocates themselves (19:15, 20:39). Emotional resonance is not at odds with credibility it’s essential to it. 4. Inspire, Don’t Instruct Many presenters mistakenly approach big stages as teaching moments, stuffed with data and bullet points. Emily suggests that real change and alignment come from inspiring people and constructing an experience, not just delivering information. The goal is to move people to action in their own best interest, whether they’re in sales, operations, or clinical practice (10:32, 11:17). 5. Enable the Message to Travel Storytelling doesn’t end when the presentation is over. Emily describes the ripple effect of hearing her narrative and messaging echoed back by sales colleagues and even clinicians, equipping others to connect with patients and stakeholders more powerfully (27:10, 27:41). The true measure of impact is seeing those messages passed along and adapted, proof that the story is taking root in the organizational culture. Thank you for tuning in to the Health Marketing Collective, where storytelling becomes a catalyst for organizational change and marketing excellence. Mentioned in this episode: Health Marketing Collective is Powered by Inprela The Health Marketing Collective is powered by Inprela: a communications firm built for health brands determined to lead, not follow. We partner with marketing innovators who aren't just chasing attention—they're building movements. Connect with the audiences shaping the future of care and lead the conversations that move your market. Ready to rise above the noise? Visit inprela.com. Let's create something that moves the market. Inprela Communications

May 13, 202636 min

Trust Is Built in Experience, Not Messaging

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today's episode, we delve into the barriers to technology adoption among older, higher-risk populations and how innovative companies are reframing the narrative around “tech hesitancy” in healthcare. Joining us is Harry DiFrancesco, CEO and co-founder of Carda Health, who brings real-world insights from building virtual cardiac and pulmonary rehab programs designed to meet patients where they are, especially those traditionally underserved by hospital-based care. After caring for his own parents and seeing firsthand the challenges of accessing rehabilitation in rural America, Harry founded Carda Health with a personal mission: to make advanced, supportive care available at home for those who need it most. In a landscape awash in new technology and AI-driven solutions, Harry DiFrancesco argues that trust more than tools or tactics is the critical factor for patient engagement and health outcomes. In this conversation, Sara and Harry unpack common misconceptions about seniors and technology, discuss the real sources of adoption friction (it’s not what most people think), and share best practices for designing tech-enabled healthcare that earns genuine trust. They also explore the right and wrong ways to leverage AI in healthcare, emphasizing that technology must enhance value and human connection to truly succeed. Thank you for joining the Health Marketing Collective, where we explore the leadership and marketing strategies shaping the future of healthcare. Key Takeaways: Challenging the "Tech Hesitant Senior" Narrative: Harry DiFrancesco pushes back against the widespread assumption that older adults simply can’t or won’t use technology. Instead, he highlights that tens of thousands of seniors engage daily with Carda Health’s virtual rehab solutions, proving it’s a matter of design and support not innate reluctance. The true barrier is that most tech is built for younger users, not that older users lack the capability or willingness. Designing With Empathy and Intentionality: Success with older populations requires adapting design choices to meet their needs: larger fonts, simple navigation, and reducing unnecessary complexity (like having apps pre-downloaded and minimizing device setup). Harry DiFrancesco emphasizes listening to end-users, removing friction, and maintaining a deeply empathetic mindset leveraging staff who are trained to step in and help when human intervention is needed to overcome anxiety or confusion. Trust Is Earned Through Value and Transparency: Trust, especially in healthcare, hinges on communicating clear, relatable value and maintaining transparency, particularly around costs. Carda Health works to advocate for fee waivers, proactively communicates about copays, and offers price estimates upfront, knowing that unexpected bills quickly erode confidence and engagement. Brands must ensure their users feel informed and see immediate benefits from participation. AI as an Efficiency Layer (Not a Replacement for Care): Harry shares a realistic perspective on AI in health: it should support clinicians, improve efficiency, and free up time for meaningful patient relationships not replace human care. He critiques Silicon Valley’s fear-driven AI messaging, suggesting it breeds mistrust. At Carda Health, AI is used for device monitoring, automating coverage decisions, and relieving clinicians of administrative burdens, enabling them to focus on patient connection. A “Locus of Control” Mindset Drives Adoption: Rather than blaming patients for non-adoption, Harry advocates for companies to internalize what they can change about their own products and processes to remove barriers. The fundamental adoption driver isn’t age or skepticism; it's whether the product delivers more value than friction. Companies that actively seek out, understand, and refine the factors contributing to user anxiety or hesitation can win trust and long-term engagement. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Mentioned in this episode: Health Marketing Collective is Powered by Inprela The Health Marketing Collective is powered by Inprela: a communications firm built for health brands determined to lead, not follow. We partner with marketing innovators who aren't just chasing attention—they're building movements. Connect with the audiences shaping the future of care and lead the conversations that move your market. Ready to rise above the noise? Visit inprela.com. Let's create something that moves the market. Inprela Communications

April 29, 202630 min

Behind the Scenes of HLTH 2026: Secrets to a Winning Speaker Submission

On today’s special episode, we’re revisiting one of our audience favorites: a candid conversation with Jody Tropeano Greene, Head of Content at HLTH. In light of the Call for Speakers opening for HLTH 2026, this episode is especially timely and an absolute must-listen for anyone hoping to make it onto the stage next year. As the architect of HLTH Conference content and the person reviewing every speaker application, Jody provides an insider’s look at what truly sets successful submissions apart from the rest. She dives deep into why most applications fail, the elevated standards expected for 2026, and how this year’s “Age of Intelligent Healthcare” theme is shaping the agenda. Get ready for practical, actionable advice on crafting a compelling submission, understanding what leadership looks like in this new era of healthcare, and why authentic, bold, and sometimes controversial perspectives are more important than ever. We also explore this year’s key content pillars, new session formats designed to spark real conversations, and what it means to move beyond the safe and surface-level to offer proof, candor, and substance. Whether you’re a longtime attendee, a first-time applicant, or a health tech innovator seeking a bigger platform, Jody’s advice could be the difference-maker for your application. Key Takeaways: Authenticity and Boldness Are Essential: Jody emphasizes that the most successful speaker submissions are those that present a strong, candid point of view and avoid overly-polished or safe talking points. It’s not what your company does, but what you stand for as a leader that will get you selected. Submissions that read like corporate pitches are quickly passed over in favor of those that offer truth, leadership, and even a bit of controversy. Theme Focus: The Age of Intelligent Healthcare: The 2026 HLTH conference raises the bar by demanding real-world, proof-driven insights around AI’s tangible impact on health outcomes. The agenda is intentionally designed around major industry challenges, including the aging population, advances (and unknowns) surrounding GLP1s, and under-discussed dimensions of women’s health. Flexibility in the program ensures Health spotlights what’s truly timely and relevant. Diverse Voices and Fresh Perspectives Wanted: Underrepresented and unconventional perspectives are highly valued, from recently-departed government officials ready to speak candidly, to founders and clinicians with the courage to take a stand. Unique backgrounds even from outside of healthcare are prized for the fresh thinking they bring. Session Formats Are Evolving: HLTH is moving beyond standard panels towards dynamic formats like the “challenge arena,” where leaders solve real attendee-submitted problems live on stage, and “power panels” that push speakers to address big existential questions with direct, sometimes opposing takes. The goal: foster candid discussion and real solutions, not just polite agreement. Preparation and Persistence Matter: Besides strong applications, a visible, authentic digital presence (especially on LinkedIn) can help demonstrate you’re stage-ready even if you’re a newer voice. If you don’t get selected, attending the conference, engaging in year-round community activities, and learning from top speakers will strengthen future applications. Past and ongoing engagement with Health also plays a role in tie-breaker decisions for speaker selection. Thank you for joining the Health Marketing Collective. Don’t miss your chance to apply for a spot at HLTH 2026. Be bold. Be authentic. The future of healthcare and who gets to shape it depends on you. Mentioned in this episode: Health Marketing Collective is Powered by Inprela The Health Marketing Collective is powered by Inprela: a communications firm built for health brands determined to lead, not follow. We partner with marketing innovators who aren't just chasing attention—they're building movements. Connect with the audiences shaping the future of care and lead the conversations that move your market. Ready to rise above the noise? Visit inprela.com. Let's create something that moves the market. Inprela Communications

April 15, 202646 min

Marketing Under Pressure: 8 Hot Takes on Leadership, AI & Authority

On today’s episode, Sara Payne welcomes back Jennifer Hovelsrud, a seasoned leader in enterprise content marketing with over 20 years of experience across both large enterprises and high-growth startups. Together, they shake up the usual format with a dynamic exchange of marketing “hot takes,” diving deep into the challenges, tensions, and timely debates that senior marketing leaders are navigating in 2024. Jen and Sara tackle everything from measurement pitfalls and the evolving role of content, to how AI is reshaping brand publishing, thought leadership, brand relevance, and marketing’s seat at the business strategy table. Instead of a structured interview, the show adopts a lively trust-fall approach, surfacing candid opinions and sparking spirited debate to uncover new insights for leaders in health marketing. We hear firsthand how dashboards and metrics can become noise without a strategic lens, why brands must rethink their role as publishers in the wake of fragmented media, and how the phrase “thought leadership” has lost much of its power. The conversation also explores the new challenges of corporate statements on social issues, the friction between compliance and speed, and the dramatic shifts in brand strategy as AI exposes bland and inauthentic marketing. Ultimately, Sara and Jen remind us that marketing leadership is about navigating change, making tough trade-offs, and protecting trust, relevance, and authenticity in health care. 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: Measurement vs. Impact: Most Dashboards Are Motion, Not Meaning: Sara and Jen agree that today’s marketing dashboards tend to track activity impressions, downloads, engagement rates but often fail to measure true impact, such as shifts in brand perception, trust, or influence (01:54). Leading indicators and metrics are valuable, but they must be strategically aligned and connected to business outcomes rather than mere busyness or noise (02:10). Brands as Publishers: Filling the Media Gap, Authentically: With traditional media fragmented and underinvested, Sara and Jen discuss how corporations must step in as publishers, providing educational and point-of-view content rather than just marketing to compete for visibility in a world shaped by AI-powered search (08:25). Success in this area will require serious auditing, new content templates, and a clear shift from promotional messaging to genuine value and instruction (13:36). Thought Leadership: The Phrase Has Lost Its Punch: Sara raises the provocative question of whether “thought leadership” has become watered down, simply a catch-all for content without genuine leadership or a distinct point of view (15:03). Both speakers admit to overusing the term for internal buy-in, but call for raising the bar: true thought leadership must influence how people think and act, rather than just fill digital real estate (15:47). Marketing’s Strategic Seat: From Support to Shaping Business: Instead of simply reflecting business strategy, marketing must proactively shape it. Jen argues that marketing and communications leaders need to be at the table, influencing organizational direction, business goals, and customer experience, especially as trust and education become market drivers (29:32). The shifting environment demands a new appreciation for marketing’s role as a business advisor not just a sales enabler (31:32). AI and Brand Authenticity: The New Imperative for Human Content: Sara and Jen agree that AI will force brands to become more distinct and human (35:06). Rather than replace great marketing, AI exposes generic, bland strategies making authenticity, opinionated viewpoints, and clear values the competitive edge. Brand investment, particularly upper-funnel initiatives focused on trust and perception, is poised to become even more important, but only when paired with real consistency and experience (37:45), as customers judge brands by lived interactions, not just polished branding. The episode ends with a common thread: today’s health marketing leaders are navigating change, trade-offs, and new demands for authenticity and relevance. What leaders choose to fund, say, and risk will shape trust and market impact and in the coming months, these debates may evolve even faster. Stay tuned, and thank you for being part of the Health Marketing Collective. Mentioned in this episode: Health Marketing Collective is Powered by Inprela The Health Marketing Collective is powered by Inprela: a communications firm built for health brands determined to lead, not follow. We partner with marketing innovators who aren't just chasing attention—they're building movements. Connect with the audiences shaping the future of care and lead the conversations that move your market. Ready to rise above the noise? Visit inprela.com. Let's create something that moves the market. Inprela Communications