Digital Clinic

Abby Lovett spent 26 years at the world's foremost PR agencies doing the kind of work AI is worst at: building credibility that cannot be bought. Now, as founder of CTP Visibility Advisors, she's making the case that the AI visibility challenge facing brands today isn't an SEO or a GEO problem. It's a narrative and credibility problem, and that's always been PR's turf. In this episode, Abby and Aaron dig into why the skills PR practitioners have spent decades developing are exactly what the AI era demands.

Connect with Abby Lovett: https://www.linkedin.com/in/abbylovett/

Check out CTP Visibility Advisors: https://www.ctpvisibility.com/

Great content doesn't sell, it serves, and Courtney Patterson has built her entire marketing philosophy around that distinction.

Courtney is the Content Strategist and Marketing Lead at Implant Direct, with a career spanning FinTech, SaaS, and medical device across some of the largest companies in the world. Along the way, she developed a content framework rooted in three questions: Why me? Why now? And why should I care? If you can't answer all three, the content isn't ready to publish.

In this episode, you'll learn why audience-centered content drives better results, how marketing in a regulated med tech environment changes the way you craft a narrative, what AI can genuinely help with in the content creation process and where it falls short.

Connect with Courtney Patterson: https://www.linkedin.com/in/courtney-patterson/

Check out Implant Direct here: https://www.implantdirect.com/

In this episode of Digital Clinic, I'm joined by Bridget Linebarger, founder of Springbridge, as we explore how patient-centered thinking enhances MedTech marketing performance. With over 20 years in the industry, Bridget emphasizes the importance of understanding the full spectrum of the patient journey—starting from their initial diagnosis to life beyond the hospital. We delve into user journey mapping, patient segmentation, and how to craft marketing strategies that resonate within compliance-driven environments. Bridget shares her insights on building communities and creating messaging that empowers consumers in their healthcare decisions. Don’t miss this insightful conversation that challenges conventional marketing approaches in the MedTech space.

In this episode of Digital Clinic, I sit down with Erika Bigelow, founder of Do Good Today and former Wheelhouse alum, to explore the transformative power of corporate volunteering. We discuss the vital role that generosity plays in fostering a strong workplace culture and enhancing employee satisfaction. Erika shares her insights on how to effectively match companies with meaningful causes, the intricacies of logistical planning for volunteer events, and the profound impact these experiences have on team dynamics. Tune in to discover actionable strategies for integrating volunteerism into your organization and learn how such efforts can not only benefit the community but also strengthen your team's bonds and overall work environment.

In this episode of Digital Clinic, I sit down with Todd Weinstein, Director of Digital Marketing at NeuroPace, to explore the intersection of data privacy, AI, and healthcare marketing. With over two decades of experience, Todd shares insights on effectively tying marketing efforts to real business outcomes in a highly regulated environment. He discusses the importance of humanizing AI-driven campaigns, the challenges posed by privacy regulations, and innovative strategies for audience targeting. We dive into how Todd leverages data-driven attribution models and first-party data strategies to optimize patient engagement and improve ROI. Tune in to learn how healthcare marketers can navigate compliance while driving meaningful results.

In this episode of The Digital Clinic, we explore the patterns shaping healthcare marketing and health IT with John Lynn, Founder and Chief Editor of Healthcare Scene, the organization behind Healthcare IT Today and the Swaay.Health community, two of the most recognized names in healthcare media.

John shares his perspective on the current state of healthcare marketing, drawing on nearly 20 years of interviews and conversations with CMOs, digital marketing directors, and health IT leaders. We discuss why budget constraint, far from slowing organizations down, is quietly becoming one of the most powerful catalysts for creative and targeted marketing strategy, and how the organizations embracing that reality are pulling ahead of those waiting for resources to return.

The conversation covers John's honest assessment of AI in healthcare marketing, where it is genuinely moving the needle, where agentic workflows are burning more relationships than they're building, and why he believes robotic campaigns will struggle until the humans on the receiving end are no longer the decision-makers. We also explore the three AI breakthroughs John believes will have the most transformational impact on the industry: ambient clinical voice documentation, intelligent data summarization, and the next generation of chatbots that go far beyond website interactions.

John reflects on the deeper shift he sees happening across healthcare marketing and health IT, a growing hunger for meaning and purpose in the work itself. From his own journey as an IT guy turned media entrepreneur to the communities he has built around shared success stories, John makes the case that highlighting what's working and pushing the industry forward is not just a media philosophy. It is a competitive advantage.

This episode delivers actionable insights for healthcare marketers navigating budget pressure, AI adoption, and the evolving skill sets that will define the next generation of leaders in health IT and healthcare marketing.

In this episode of The Digital Clinic, we explore the rapidly evolving landscape of healthcare marketing with Mari Considine, Chief Brand & Marketing Officer at Acenda Integrated Health, where she's spent over a decade transforming how the organization understands and values marketing's business impact.

Mari shares the concept of "two different internets", explaining how search behavior on traditional platforms fundamentally differs from AI-driven queries, forcing healthcare marketers to develop entirely different content strategies to reach the same audiences. We discuss the practical realities of cross-generational marketing in behavioral health, why healthcare organizations must adapt not just channels but messaging itself to resonate with different generations' unique relationships to mental health, and how to prove marketing's business value by aligning KPIs directly to organizational strategic plans. From navigating compliance challenges to achieving remarkable internal communications adoption, Mari reveals how strategic leadership requires building infrastructure and empowering teams rather than staying in creative execution, and why specialized marketers need to become generalists as platforms evolve rapidly.

This episode delivers actionable insights for proving marketing ROI to executive leadership, adapting to AI's impact on search behavior, and building marketing functions that drive genuine business growth in an era where traditional planning approaches no longer work.

In this episode of The Digital Clinic, we explore the dramatic transition from consumer-packaged goods to medical device marketing with Michel Montenegro, Global Digital Lead & Content Operations Manager at a global medical device organization.

Michel shares his journey from executing performance marketing at billion-dollar CPG brands like Procter & Gamble, Unilever, and Kimberly-Clark to navigating the highly regulated world of healthcare marketing. We discuss how regulatory constraints fundamentally transform the marketer's approach, forcing deeper attention to customer needs, value propositions, and strategic preparation, and why these limitations actually elevate marketing effectiveness.

The conversation explores AI's role in healthcare marketing, from avatar-driven content to creative variation strategies that maintain compliance while driving performance. We examine the importance of transparency in AI usage, building trust in regulated environments, and shifting from product-focused campaigns to patient-centered partnerships that extend throughout the entire healthcare journey.

This episode delivers actionable insights for marketers navigating regulated environments, demonstrating how strategic thinking, AI-powered innovation, and compliance-first approaches can transform constraints into competitive advantages and create meaningful impact on patient outcomes.

Connect with Michel Montenegro: https://www.linkedin.com/in/michelmontenegro-marketing/

In this episode of The Digital Clinic, we explore the evolution of AI in healthcare content strategy with David Patton, Senior Director of Content Strategy at Fred Hutchinson Cancer Center.

David shares his dramatic transformation from viewing AI as an existential threat to content professionals to embracing it as a capacity multiplier that enables expert teams to accomplish more without sacrificing quality. We discuss the "dynamic storytelling evolution", how content teams must adapt to audiences who stay in their native platforms rather than crossing back to institutional websites, and why this shift requires rethinking content creation from text-first to multi-format approaches.

The conversation reveals why expert oversight remains essential in healthcare content where accuracy is sacrosanct, how David operationalizes storytelling with world-class researchers who aren't natural self-promoters, and why Fred Hutch takes the provocative stance that AI should "steal" their content to better serve their educational mission. We also explore David's experience implementing HIPAA-compliant analytics, a journey that challenged assumptions about measurement and ultimately produced not less data, but different and better data with greater organizational visibility.

From building trust in an era of institutional skepticism to combating misinformation without becoming a campaign organization, David demonstrates how removing the "crutches" of easy tactics creates better strategists who focus on messaging quality and authentic storytelling. This episode delivers actionable insights for healthcare marketers navigating AI adoption, privacy compliance, and the transformation from traditional content approaches to platform-native strategies that amplify expert capacity at scale.

Connect with David Patton: https://www.linkedin.com/in/davidapatton

Check out Fred Hutchinson Cancer Center here: https://www.fredhutch.org/

In this episode of Digital Clinic, we delve into the critical intersection of compliance and performance in healthcare marketing with experts Michael Regan and Emily Brooks from Wheelhouse Digital Marketing Group. They share insights from their Ultimate Guide to Compliance Monitoring and Auditing Tools, emphasizing the necessity of third-party monitoring to uncover hidden technical debt and ensure adherence to HIPAA regulations. We discuss the multifaceted benefits of compliance monitoring across legal, marketing, and IT teams, and how organizations can quickly gain value from their first audit. Tune in to discover practical strategies for implementing compliance tools that not only protect patient data but also enhance marketing effectiveness. Don't miss this essential conversation for anyone navigating the complexities of healthcare compliance.