Marketing Rounds

Healthcare marketers launching a brand new product category treat "we can't measure it" as a blocker. Matthew Jackson, Director of Americas - Consumer Media & Digital at EssilorLuxottica, treats it as a puzzle worth solving. In this episode, Matthew shares what it's actually like to launch Stellest — the first FDA market-authorized spectacle lens to slow myopia progression in children — into a mar...

When HHS guidance forced healthcare marketers to rethink online tracking overnight, most scrambled to get back to baseline. Lauren Anderson of Baptist Health did something different. She used the disruption to finally answer the question leadership had always been asking: is our marketing actually driving patient appointments? In this episode, Lauren walks through how she mapped the full conversio...

💡 Episode Summary Most healthcare marketers treated the 2022 HHS tracking crackdown as a crisis to survive. Clint Paul, Director of Marketing Analytics at Hospital for Special Surgery, treated it as a blank slate. In this episode, Clint shares how a forced compliance reset became a three-year journey to connect siloed data across web analytics, call tracking, and Epic, and ultimately prove that m...

💡 Episode Summary Behavioral health marketers know that outspending private equity-backed competitors isn't an option. But that doesn't mean conceding the market. In this episode, Ray Mina sits down with Mari Considine and Cari Burke of Acenda Integrated Health, to explore how they rebuilt their marketing function into a cross-functional growth engine. They dig into how Acenda shifted from brochu...

💡 Episode Summary Growth marketers understand they need to move beyond Google search in theory, but execution falters when channels like TV and radio require upfront investment without immediate attribution clarity. In this episode, Neil Walker of Oar Health reveals how he shifted from search-dependent growth to a 70-80% media mix from TV and radio. Neil details the targeting, creative cadence, m...

💡 Episode Summary Regional healthcare providers face a unique challenge: they can't grow through population expansion or traditional acquisition strategies, making data-driven precision essential. Heather Linder's work at OU Health demonstrates how a CRM-powered approach transforms healthcare marketing in rural Oklahoma, driving measurable outcomes on lean budgets while connecting patients to lif...

💡 Episode Summary Healthcare leaders embrace multi-channel strategies in theory, but implementation consistently fails when measurement frameworks, economic models, and incentive structures face real-world scrutiny. In this episode, Lauren Leone and Rich Briddock of Cardinal Digital dissect the critical failure points in multi-channel execution, examine what's at stake when these systems break do...

💡 Episode Summary Healthcare providers can no longer rely solely on Google to reach today's health consumers. Strategically combining search, social, programmatic (CTV), and email is essential for diversifying outreach and reducing platform dependency. Scott Orstad's work at Catholic Health demonstrates how a privacy-safe, data-driven infrastructure transforms this strategy into measurable result...

💡 Episode Summary In this episode, Ray Mina is joined by Craig Blake and Aaron Mauck to discuss the pitfalls of over-relying on bottom-of-funnel marketing strategies like Google search ads in healthcare. They analyze the changing dynamics in the payer market, emphasizing the need for diversification in marketing spend to combat diminishing returns. Craig and Aaron provide practical insights, incl...

💡 Episode Summary Payer marketers aren't "over-reliant on Google" because they love it. They're trapped there because last-click attribution makes it the only channel that looks defensible to finance. The path beyond Google isn't "run more channels." It's building an operating model for multi-touch attribution, audience orchestration, and CRO that's credible enough to survive CFO scrutiny. This e...

💡 Episode Summary The digital front door isn't just about convenience, it's the foundation for measurable, compliant growth. Hackensack Meridian Health's transformation came from pairing improved access with rigorous measurement, strong consent practices, and privacy-safe analytics that power performance marketing. In this episode, Adrienne Woods, Vice President of Digital Engagement reveals how...

💡 Episode Summary Healthcare marketers, it's time for some tough love: if 90% of your budget is going to Google Ads, you're not doing demand generation. You're just paying a premium to compete in a shrinking pool of high-intent searches. In this episode, Allison Horn, Vice President of Marketing at Imagen Dental Partners, pulls back the curtain on what it really takes to build a marketing engine...

In this episode, Ray Mina embarks on a deep dive into the complexities of multilocation healthcare marketing with Blair Primis, Chief Marketing and Experience Officer at OrthoCarolina, and Brian Gould, Vice President of Marketing, Communications, and Patient Experience at vybe urgent care. They discuss the multifaceted consumer journey, the imperative of brand and experience in driving patient tru...

Healthcare marketers have long relied on Google search as their safe channel. But in today's post-pandemic landscape where many clinics are at capacity, that dependency has become a strategic liability. In this episode, Jeremy Rogers, Vice President of Digital Marketing and Experience at Indiana University Health, explains why the real challenge isn't just acquiring new patients, it's winning thei...

Can healthcare marketers actually improve growth and stay compliant at the same time? We’re seeing it happen every day and this podcast is all about sharing those stories. Introducing Marketing Rounds, your check-up on how healthcare marketers are innovating, experimenting and pushing past old playbooks without breaking the rules. Over 14 episodes, Ray Mina, CMO at Freshpaint, will be talking with...