Kevin Madden, Assistant Vice President of Web Experience at Providence, joins Digital Clinic this week to discuss the future of digital healthcare marketing. In this insightful episode, Kevin shares Providence's approach to creating personalized, localized web experiences that guide patients through their healthcare journey. He emphasizes the importance of leveraging user-generated content, such as reviews and videos, to build trust and engage patients.  

Kevin also explores the impact of AI and semantic search on healthcare marketing, highlighting the need for providers to adapt their strategies to better serve patients. Throughout the conversation, he shares his thoughts on the ever-changing digital world and how healthcare providers can optimize their web experiences to improve patient acquisition and engagement. 

Guest: Kevin Madden, Assistant Vice President of Web Experience at Providence

Visit our website for a ⁠⁠full transcript⁠⁠ of this episode.

During Tealium’s Digital Velocity conference, Aaron had the chance to connect with Nirmal Vemmana, Product Lead for Healthcare and Life Sciences at Tealium, to discuss the company's latest offering, Tealium for Healthcare. Nirmal dives into how Tealium has been working in the heavily regulated healthcare space since 2013 and how their partnership with Wheelhouse has helped them navigate the complex world of HIPAA compliance.  

Nirmal shares how healthcare organizations should view compliance as an opportunity to refine their marketing strategies and adopt a first-party data-driven approach. The conversation also touches upon the evolving landscape of privacy regulations and how Tealium and Wheelhouse are empowering healthcare and life sciences organizations to thrive in this new era of data privacy. 

Guest: Nirmal Vemmana, Product Lead for Healthcare and Life Sciences at Tealium

Visit our website for a ⁠full transcript⁠ of this episode.

Join Rob Anderson, Principal CDP Strategist at Tealium, as he explores the world of Customer Data Platforms (CDPs) and their role in personalizing customer experiences. Rob shares insights on leveraging CDPs for use cases such as cart abandonment, website personalization, and healthcare marketing, while maintaining data governance and regulatory compliance. He highlights the importance of real-time data activation and how CDPs enable marketers to deliver targeted, personalized experiences across multiple channels. 

He speaks to the significance of understanding customer journeys and using CDP data to identify pain points and deliver relevant messages to guide customers towards their desired outcomes. Rob also discusses the future of CDP technology, including the exciting possibilities of Tealium's Moments API and the upcoming feature that will allow multiple users to work simultaneously within the AudienceStream tool, enhancing collaboration and scalability for CDP teams. 

Guest: Rob Anderson, Principal CDP Strategist at Tealium

Visit our website for a full transcript of this episode.

In this episode of the Digital Clinic, Aaron Burnett is joined by Catherine Carr, Founder and Chief Inspiration Officer of Vitamin C Creative, to discuss the power of brand strategy and how it can define and differentiate your business from competitors. Catherine shares her wealth of knowledge from working in content and marketing roles at Microsoft, Cranium, and Hasbro, to founding her own brand strategy firm, where she has helped a wide range of clients develop and implement effective brand strategies. 

Catherine emphasizes the importance of crafting an authentic and compelling brand narrative that captures the essence of a company's identity, purpose, and unique value proposition, which should be activated and implemented across all aspects of the business. She explains her process for developing brand strategies, which involves gathering insights from stakeholders, customers, and competitors, and using tools like brand archetypes to create an emotional connection with customers and to achieve a transformative impact on growth and market position.  

The episode features several case studies from Catherine's work with clients such as Blackbird Health, LiveRamp, and Aegis Living, illustrating the tangible benefits of a well-defined and executed brand strategy. 

Guest: Catherine Carr, Founder and Chief Inspiration Office at Vitamin C Creative 

Visit our website for a full transcript of this episode.

Explore the impact of AI on healthcare information delivery, the challenges and opportunities presented by Google's AI Overviews in search results, and the implications of HIPAA guidelines for digital marketing in healthcare with David Patton, Senior Director of Content Strategy at Fred Hutch Cancer Center. Patton brings attention to creating high-quality, expert-driven content to stand out in the AI age, while discussing how healthcare organizations can leverage AI to improve patient experiences and maintain compliance and ethical standards. This jam-packed episode also touches on the future of content creation, the balance between utilizing various media formats for consumption, and the potential for AI to enhance patient care and information accessibility.  

Guest: David Patton, Senior Director of Content Strategy at Fred Hutch Cancer Center

Visit our website for a full transcript of this episode.

In a world where AI is increasingly dominating marketing strategies, how can marketers stay relevant and continue to deliver value to their clients? In this insightful episode of Digital Clinic, Aaron Burnett engages in a captivating discussion with Ian Lurie, a seasoned digital marketing expert and Founder and former CEO of the acclaimed agency Portent. Together, they explore the critical importance of creativity and expertise when handling the challenges posed by AI, sharing practical advice on adapting to AI-driven search results, building owned audiences, and maintaining ethical marketing practices. This episode is packed with valuable insights that will help digital marketers thrive in an AI-dominated future. 

Guest: Ian Lurie, Digital Marketing Consultant & Founder and former CEO of Portent 

For more information on topics discussed in this episode, check out the links below.

Former Portent Employees (Free Agents)

Lookback: Google Panda algorithm update launched 13 years ago

Leaked Google Search API Documents

IAB Tech Lab's Privacy Sandbox Fit Gap Analysis for Digital Advertising

Navigating the Impacts of Google’s Privacy Sandbox on Digital Advertising

Hear from Monique Trulson, Senior Director of Global Digital Marketing at Insulet, as she shares her fascinating journey from meteorologist to digital marketing leader in the MedTech industry. Monique discusses the remarkable evolution of digital marketing, the challenges of balancing privacy and the role of compliance with personalization, and the importance of empathy in connecting with audiences. She emphasizes the significance of adapting to change, continuously learning, and finding meaning in one's work.  

Monique also highlights the power of leveraging technology to create value and human connections with less data, particularly in the context of MedTech marketing. Throughout the conversation, Monique's passion for her work and her commitment to making a positive impact shine through, offering valuable insights for marketers and business leaders alike. 

Guest: Monique Trulson, Senior Director of Global Digital Marketing at Insulet

Dig into the ever-transforming realm of digital analytics and marketing, as privacy regulations continue to shape the way companies collect and use customer data.  

Laura Chase, Senior MarTech Strategist at Wheelhouse, emphasizes the importance of embracing privacy rather than fighting against it, while advocating for healthcare organizations to take control of their own data by implementing private client IDs and being selective about the data they share with third-party vendors. Throughout the conversation, Laura shares her experiences and insights from working with various organizations, stressing the need for analysts to understand the data they work with and for marketers to move away from "lazy" tactics and focus on creating genuinely relevant experiences for their audiences. 

Guest: Laura Chase, Senior MarTech Strategist at Wheelhouse DMG

In this episode of Digital Clinic, guest Paul Weinstein, General Manager at Wheelhouse DMG, dives into the complex world of HIPAA-compliant data solutions. The discussion covers the tightening of privacy regulations and how healthcare organizations can maneuver these difficult changes by developing a platform-agnostic approach.

Aaron and Paul further explore the key components of a successful HIPAA-compliant data solution framework, emphasizing the importance of leveraging first-party data and working with experienced partners who can help organizations understand their technology stack and unlock the potential of their data while maintaining compliance. This insightful conversation provides valuable guidance for healthcare marketers seeking to balance the demands of data-driven decision-making with the critical need for patient privacy protection. 

Guest: Paul Weinstein, General Manager at Wheelhouse DMG

For more information on HIPAA-compliant data solutions and OCR's updated guidance on online tracking, visit the links below.

HIPAA Compliant Data Solution

Clarity for HIPAA Compliance From OCR's Updated Guidance

Understand the impact of Apple's iOS updates and the evolving privacy landscape on digital advertising, particularly in the healthcare industry, with Alex Martin, Associate Director of Digital Advertising at Wheelhouse DMG.  

On this episode, we explore how advertisers can adapt to these changes by leveraging first-party data, implementing innovative tracking methods, and focusing on creative marketing strategies. The conversation emphasizes the importance of building a strong data infrastructure, utilizing business intelligence, and shifting towards a more privacy-compliant approach to digital advertising. Learn valuable insights and strategies for advertisers looking to navigate the challenges and opportunities presented by the new era of privacy-focused digital advertising. 

Guest: ⁠Alex Martin, Associate Director of Digital Advertising at Wheelhouse DMG

For more information on topics discussed on today's episode, check out these related articles. 

Apple announces powerful new privacy and security features 
Navigating the Impacts of Google’s Privacy Sandbox on Digital Advertising 
Clarity for HIPAA Compliance From OCR’s Updated Guidance on Online Tracking