Health Marketing Collective

Welcome 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 p...

Welcome 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 speci...

Welcome 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 c...

Welcome 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 dee...

Welcome 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,...

Welcome 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 Co...

Welcome 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-m...

Welcome 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 an...

Welcome 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 fa...

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, Sara Payne sits down with Larry Zarin, the former Chief Marketing Officer of Express Scripts, to explore the strategies behind fueling business growth and empowering field sales teams in an ever-crowded market. Larry’s journey, which began in entertainment marketing and shifted into...

Welcome 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 enginee...

Welcome 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 challeng...

Welcome 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 hi...

Welcome 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,...

Welcome 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 s...

Welcome 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 an...

Welcome 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, an...

Welcome 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 p...

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today’s episode, we are joined by Haley Deming to talk about the transforming role of LinkedIn in driving thought leadership and shaping healthcare conversations. As a strategic marketer at LinkedIn, Haley plays a crucial role in advising influential healthcare leaders on engaging effectively on the...

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. Today, in today's episode, Julia Steele Rodriguez joins us to discuss the critical role of Key Opinion Leaders (KOLs) in healthcare marketing. Julia, who led key teams in the breast and skeletal health division at Hologic, shares her vast experience in building and nurturing KOL programs across various...

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, Dale Bertrand joins us to dive into the transformative role of AI in marketing as we look towards 2025. As the founder of Fire and Spark, a digital marketing agency, Dale brings a wealth of expertise in AI, stemming from his grad school studies and extensive experience in consulting...

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today's episode, Sara Payne is joined by Jon Austin, a crisis management expert, to discuss a deeply sensitive issue: the tragic killing of UnitedHealthcare CEO, Brian Thompson, and what it says about trust in our healthcare system. All of us at Inprela Communications extend our deepest condolences t...

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today’s episode, we dive into the art of leveraging podcast appearances to effectively promote one’s work and become a thought leader in the healthcare industry. We’re thrilled to have Sara Lohse, co-founder of the production company Branded Media that powers this podcast, join us. Together, we explo...

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. Today's episode is part two of our series on building a strategic marketing organization from the ground up. In part one, we discussed how to recognize if your team is operating reactively rather than strategically. Today, we're taking it a step further, moving into actionable steps to build a scalable...

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today’s episode, we dive deep into the intersection of leadership and marketing with the insightful Yvonne Leonard, an expert in building strategic marketing organizations. Our host, Sara Payne, guides the conversation to uncover how strong leadership and a solid marketing framework are crucial in tr...