Healthcare marketing isn't something we talk about a whole lot on the podcast. Some of us find it really interesting, others...not so much. But whatever your take is on healthcare marketing, it's just another name for "community engagement." And, in the world of health innovation, "community" is a collective term for "patients." So here we are - marketing as patient engagement. Tom Swanson is Head of Industry Strategy & Marketing in Healthcare at Adobe. He thinks a lot about how the tools Adobe builds can be used by healthcare companies to engage their customers - whether the customer is another company or a physician or an individual patient. The key, he says, is integrating systems so that marketing materials can be produced, distributed, measured and scaled very efficiently. Especially when dealing with a highly regulated industry like healthcare. The rewards for getting it right are significant. Tom points out that digital engagement in healthcare improves people's opinions of the medical services they receive, regardless of whether the service is actually better. Marketing and user experience? They really matter.