In this episode of Ignite, host Alex Membrillo welcomes Jessica Russo Suss for a deep dive into the evolving world of healthcare marketing. Jessica shares her unique perspective, shaped by years of experience on both the payer and provider sides, highlighting how marketers must balance empathy, research, and strategy to drive meaningful engagement.

Listeners will learn how Jessica approaches customer marketing across diverse employer groups, especially during the complex open enrollment season. She explains why tight alignment with sales and account teams is key to success in B2B marketing and shares her approach to building trust and consistency within large organizations. Jessica also unpacks the challenges of leading multi-channel nurture programs and why she spends her first 60 days in any new role conducting deep research—rather than making assumptions.

The episode explores how AI is changing the landscape of healthcare engagement, with Jessica revealing fascinating insights about generational AI adoption—from Boomers using it for health research to Millennials automating daily tasks. She emphasizes that the future lies in AI-powered precision experiences that adapt in real time—not just behavior-triggered journeys.

Alex and Jessica also tackle a common healthcare marketing myth: that more information equals better compliance. Jessica argues that cognitive overload, not ignorance, is the real barrier to action and advocates for clear, trust-based communication.

Finally, Jessica reflects on one of her proudest accomplishments: developing an internal empathy training program that shifted her entire team’s mindset—and significantly boosted customer satisfaction. This episode is a must-listen for marketers aiming to humanize their strategies while preparing for a future shaped by data, technology, and real-world understanding.

RELATED RESOURCES

Connect with Jessica- https://www.linkedin.com/in/jessicarussosuss/

When & How to Expand Your Healthcare Media Mix - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/expanding-channel-media-mix-strategy/

Healthcare Marketing Trends in 2025: Marketers Doing More - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-trends-2025/

Marketing + Operations: Why Total Alignment is Vital to Growth - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-operations-alignment/

Harnessing the Power of AI Marketing for Healthcare - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/harnessing-ai-marketing-for-healthcare/