Health Marketing Collective

By Inprela Communications

*2024 Signal Award Winner*

Welcome to the Health Marketing Collective, where we’re tackling issues at the intersection of health marketing leadership and brand-building excellence. By bringing toget... more

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FAQs about Health Marketing Collective:

How many episodes does Health Marketing Collective have?

The podcast currently has 55 episodes available.

Health Marketing Collective episodes:

February 18, 2026Why Revenue Accountability Is Marketing’s #1 Job
Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence.
On today’s episode, Carrie Maurer joins host Sara Payne for a candid exploration of marketing’s impact in complex B2B environments where buying cycles are long, decisions are high stakes, and the revenue impact of marketing matters more than ever. With over 25 years as a CMO and growth leader working alongside CEOs in large enterprises, high-growth companies, and startups, Carrie is uniquely positioned to offer a real-world perspective on how marketing can—and must—operate as a genuine driver of revenue in regulated, highly complex industries.
The episode is anchored around one crucial question: If marketing disappeared tomorrow, would revenue actually suffer? Together, Sara and Carrie dig into what it means for marketing to be accountable to revenue, as opposed to simply activity or awareness metrics. They explore how marketing’s influence goes beyond campaigns or messaging, and instead is about aligning strategy, operations, and storytelling so that growth can happen.
Carrie brings clarity to the often-overlooked design problems that prevent marketing from impacting revenue, emphasizing the importance of leadership decisions, system design, and cross-functional accountability. The conversation moves from practical signals of marketing’s real impact—like buyer momentum and internal champion empowerment—to the nuances of strategic partnership between sales and marketing, and the discipline of sequencing growth activities. Rounding out the episode, Sara and Carrie discuss the value of patience as a strategic advantage and the critical need for marketing to measure and influence decision movement, not just attention.
Thank you for joining the Health Marketing Collective, where strong leadership meets marketing excellence. The future of B2B marketing depends on it.
Key Takeaways:
Marketing’s True Accountability Is to Revenue, Not Activity
Carrie challenges marketing leaders to reconsider what they measure. Activity metrics—like campaign impressions, downloads, or event attendance—are visible and controllable, but they signal motion, not movement. The real test of marketing’s impact is whether it drives revenue by helping decisions progress within the buyer’s and seller’s organizations.
Design Problems Need Leadership Decisions and System Alignment
If marketing’s absence wouldn’t affect revenue, it’s not a failure of people but a sign that marketing hasn’t been designed to influence where decisions are made. Fixing this requires leadership choices around scope, structure, priorities, and operating models—not just more marketing effort.
Strategic Partnership Between Sales and Marketing Is Essential
For marketing to have a revenue impact, it must sit at the strategic table with sales, product, and operations. When marketing has commercial fluency—understanding the product, competitive landscape, buyer environment, and internal business case dynamics—it strengthens sales teams, empowers internal champions, and helps navigate complexities that stall high-stakes decisions.
Sequencing and Patience Are Strategic Advantages in B2B Growth
In complex sales cycles, the discipline of sequencing—guiding both buyer and seller organizations through the right steps in the right order—is more important than speed for its own sake. Patience, when combined with strategic discipline, accelerates true momentum and ensures decisions progress with confidence, reduced friction, and less risk.
Measure Evidence of Movement, Not Just Attention
The most meaningful marketing metrics in complex B2B environments are observable signals that a decision has advanced: stakeholders joining earlier, buyers asking implementation questions, champions articulating the value proposition in their own words, and sales spending more time on next steps instead of re-explaining basics. These are signs of confidence and alignment—core to marketing’s role as a revenue driver.

Subscribe to the Health Marketing Collective to continue learning how strong leadership and marketing excellence are reshaping the future of business. And stay tuned for Part 2, where Carrie returns to explore why so many marketing teams struggle to deliver on true revenue accountability.
Mentioned in this episode:
Health Marketing Collective is Powered by Inprela
The Health Marketing Collective is powered by Inprela: a communications firm built for health brands determined to lead, not follow. We partner with marketing innovators who aren't just chasing attention—they're building movements. Connect with the audiences shaping the future of care and lead the conversations that move your market. Ready to rise above the noise? Visit inprela.com.
Let's create something that moves the market.
Inprela Communications
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28min
February 04, 2026Marketing When Innovation Moves Faster Than Understanding
Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence.
On today’s episode, Sara Payne welcomes Robin Goldsmith, practice leader for Verizon’s healthcare domain practice and host of the “Healthcare on Air” podcast. With more than two decades of experience spanning patient engagement, media, data analytics, and digital transformation, Robin Goldsmith shares his unique perspective from the frontlines of healthcare marketing innovation. This conversation explores what it takes to lead through moments when the pace of innovation outstrips understanding—and the old playbook no longer works.
Throughout the episode, Sara and Robin discuss what it feels like to drive (and survive) fundamental change in healthcare, the challenges and surprises of shifting entrenched practices, market readiness for innovation, and the evolving role of marketing leadership as technology transforms how care is delivered and experienced. From navigating resistance and cultivating trust to finding simplicity in complex solutions, this episode is packed with actionable insights for marketing and leadership professionals at every stage of healthcare transformation.
Thank you for being part of the Health Marketing Collective. The future of healthcare depends on strong, innovative leadership and marketing excellence.
Key Takeaways
Change Management Requires Courage, Storytelling, and Customer Focus

Robin recalls the shift from broad campaigns to data-driven marketing at Everyday Health and CrossX, highlighting that guiding organizations through change demands leaders to step out of their comfort zones. Success hinges on the ability to weave a compelling, benefit-driven narrative and keep the end customer—whether patient or practitioner—at the forefront of every strategy (03:53).
Market Readiness Is Critical for Innovation Success

Innovations in healthcare marketing only flourish when the market is fundamentally ready for change. Robin emphasizes the importance of identifying early adopters and mapping out educational phases to gradually build acceptance and momentum. Pushing the market too soon often results in resistance; thoughtful go-to-market strategies, incremental testing, and understanding organizational priorities are essential (06:24).
Building Trust—Not Just Change—Drives Adoption

Trust is the foundation for any successful transition in healthcare marketing. Teams must anticipate objections, map customer concerns, and create easy on-ramps for testing new strategies. Robin notes that allowing incremental adoption and being honest about failure builds genuine trust with stakeholders, crucial for long-term success (10:02).
Simplicity Over Complexity in Messaging

Both speakers reflect on the challenges of communicating complex technological and strategic shifts. Simplicity in messaging—distilling narratives to their essence—improves understanding, buy-in, and word-of-mouth advocacy. Overcomplicating dilutes impact and drives disengagement, especially within large organizations or when rolling out innovative solutions (14:03).
Marketing Leadership Must Be Elevated in Times of Change

As healthcare changes faster than ever—accelerated by the pandemic, new technology, and shifting consumer expectations—Robin advocates for marketing leadership to have a seat at the strategic table. By shaping narratives, aligning messaging with organizational objectives, and orchestrating channel strategies, marketing can be the catalyst for successful adoption and meaningful transformation (19:04).
Join us in celebrating moments when healthcare marketing rises to the challenge, forging the path to a future where excellence and innovation go hand in hand.
Thank you for listening and being part of the Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it.
Mentioned in this episode:
Health Marketing Collective is Powered by Inprela
The Health Marketing Collective is powered by Inprela: a communications firm built for health brands determined to lead, not follow. We partner with marketing innovators who aren't just chasing attention—they're building movements. Connect with the audiences shaping the future of care and lead the conversations that move your market. Ready to rise above the noise? Visit inprela.com.
Let's create something that moves the market.
Inprela Communications
...more
32min
January 21, 2026The One-Page Narrative: How to Rise Above the Noise in Healthcare
Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence.
In this episode, Holly Spring, Vice President of Corporate Communications at Included Health, joins host Sara Payne to dig deep into the art and science of narrative clarity in health marketing. With a remarkable career shepherding communication through seismic changes in healthcare—from EMR transitions and clinician voice tech adoption to the unpredictable landscape of COVID-19 and the ascent of virtual care—Holly Spring offers unparalleled wisdom for marketers tasked with making complex ideas accessible, resonant, and actionable.
In today’s episode, Sara and Holly break down what makes a healthcare narrative truly effective, how to recognize when a legacy story no longer serves, and the steps needed to create internal alignment so that messaging is consistent both inside and outside the organization. The discussion also explores the realities of innovation and boldness in a jargon-laden industry, and reveals why simplicity, authenticity, and trusted voices matter most—especially during times of disruption.
We’ll learn how Included Health built—and continues to evolve—a one-page narrative that is both aspirational and grounded, and get a behind-the-scenes glimpse of practical adoption strategies, from CEO partnership to company-wide engagement. Rounding out the discussion, Holly shares her perspective on AI’s role in marketing strategy, the power of feedback loops, and actionable recommendations for leaders navigating the noisy health marketing landscape ahead.
Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it.
Key Takeaways:
Clarity and Simplicity Win During Disruption: Holly emphasized that, especially in transformative moments, more information is not necessarily better. Instead, marketers should focus on clear, simple messages delivered through trusted voices. Avoid the trap of excessive complexity and lean on simplicity to help audiences—whether internal teams, clients, or consumers—truly understand and connect with your story.

Building a Timeless, Elastic Narrative: Great narratives answer the basics: who you are, what you do, and the value you deliver. Holly shared Included Health’s approach of selecting familiar but meaningful words that are aspirational enough to grow with the company, yet grounded in today’s reality. Successful messaging is both “speakable” (easy for everyone to use in conversation) and emotionally charged—capable of rallying both employees and customers.

Buzzwords Alone Don’t Differentiate: In a marketplace saturated with terms like “integrated care” and “whole person health,” standing out requires more than industry jargon. Holly described how Included Health extends buzzwords with clear, ownable language—such as “mind, body, wallet support”—to spark genuine curiosity and make their value proposition concrete and memorable.

Internal Alignment Is a Process—Not an Event: Achieving strong company-wide adoption of a new narrative demands intentional rollout: from partnering with the CEO and leadership, to department-level rollouts, all-company meetings, and hands-on workshops. Holly advised that embracing new language often feels awkward and requires letting go of comfortable legacy terms, but it’s necessary to position the organization for where it’s going—not where it’s been.

Harness AI for Both Efficiency and Strategy—And Use It as a Feedback Loop: Holly described Included Health’s integrated approach to AI: using tools like Writer for generating content “catalogs” that meet both audience needs and channel requirements, while emphasizing that efficiency gains must serve broader strategy. The team also runs regular “LLM audits”—asking AI tools what they know about Included Health—to reveal how the company is perceived externally, using that insight to refine future content and strengthen employer branding.

Whether you’re defining your company narrative, driving internal change, or shaping health marketing’s evolving future with AI, this episode is a masterclass in purposeful, authentic communication.
Thank you for tuning in to Health Marketing Collective. Stay bold, stay clear, and keep shaping the future of healthcare—because the future of healthcare depends on it.
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About Holly Spring
Holly Spring (she/her) Vice President of Corporate Communications, is a seasoned communications and brand professional with over two decades of experience, spanning agency work and in-house leadership roles. She stands out as a leader deeply immersed in the intersection of innovation and healthcare delivery. Holly has been instrumental in shaping narratives during pivotal industry shifts, from the adoption of electronic medical records and voice-enabled technology for physicians to the rapid acceleration of virtual care during COVID-19. Her career reflects a consistent alignment with breakthrough brands and forward-thinking leadership teams pushing the boundaries of what's possible in healthcare. Holly has held key communication and brand leadership roles at companies like Nuance Communications, athenahealth, and Amwell. She lives outside Boston with her family.
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37min
January 07, 2026The Relational Era: What Health Marketing Leaders Must Get Right in 2026
Welcome back to the Health Marketing Collective, where strong leadership meets marketing excellence.
On today’s episode, Sara Payne guides us through the rapidly changing landscape of health marketing and offers her bold predictions for 2026. But don’t expect another superficial look at the “latest AI shortcuts” or a list of emerging digital platforms—this episode is about something deeper and more lasting. Sara highlights a fundamental shift that’s transforming the very core of health marketing: the move from technological novelty to meaningful human connection, influence, and leadership.
Drawing on daily conversations with marketing leaders, founders, and executives—not just on industry reports—Sara Payne lays out six essential trends that will separate the leaders from the followers in health marketing over the next two years. These aren’t just predictions, but deliberate decisions and approaches. Sara challenges us to see that the brands that win will be the ones that move closer, not louder, focusing on real relationships, trust, and authentic influence.
Thanks for being a part of the Health Marketing Collective. The future of healthcare depends on it.
Key Takeaways:
Human Connection Becomes the Strategy: In an era where AI is making “mediocre marketing incredibly efficient,” true value now lies in creating fewer, more meaningful conversations. Sara stresses that human connection is no longer the “soft stuff”—it’s the strategic moat. Success will come to brands that invest in deeper relationships, invite-only roundtables, intentional follow-ups, and authentic presence, rather than just producing more content.

From Earned Media to Earned Influence: The definition of earned media is evolving. With shrinking newsrooms and fragmented attention, Sara explains that the new currency is “earned influence:” it’s not about where you show up, but who trusts and engages with you. PR strategies that chase only exposure will fall short; brands must now focus on building relationships, credibility, and trust within their communities and among peers.

Metrics Will Get Smaller and More Honest: The era of vanity metrics is ending. Sara predicts that brands will shift to measuring trust, depth of conversation, and quality of relationships—even if those numbers are less flashy. One trusted connection can outperform a thousand passive impressions. Successful brands will be those brave enough to prioritize and report these more intimate, honest metrics.

Executive Social Media as Leadership, Not Amplification: Simply sharing pre-written posts won’t cut it. In 2026, executive presence on social platforms like LinkedIn, YouTube, TikTok, and Instagram must be deeper and more meaningful. People want access to how leaders think, not just what the marketing team writes for them. True executive social presence is about sharing genuine viewpoints, engaging in real dialogue, and showing curiosity, conviction, and humanity.

Customer-First Mindset is No Longer Optional: Centering on the customer is now the bare minimum. Self-centered messaging about a brand’s solution or roadmap will no longer be tolerated by audiences. Marketing must be grounded in genuine customer needs and real-world impact. Those who try to fake empathy or customer orientation “will be rejected.”

The question for every brand should move from “Does this scale?” to “Does this matter?” Personal, authentic moments—regardless of their size—will define brands in 2026. The future belongs to those who show up, engage genuinely, and lead with intent.
Thank you for joining the Health Marketing Collective. Stay tuned as we bring more leaders and innovators who are building the future of healthcare marketing from the inside out. If you have thoughts or predictions about what's to come, join the conversation and help us shape what’s next.
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10min
December 24, 2025 Why Healthcare Brands Keep Failing Women and How to Build Real Trust
Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence.
In today’s episode, we’re joined by Vasanta Pundarika, CEO of Lotuspring, a renowned healthcare investment banker, and trusted advisor to industry leaders who are working to bridge the gap between clinical conviction and sustainable scale—especially in women’s and behavioral health. Hosted by Sara Payne, this powerful conversation dives deep into why so many healthcare brands are missing a pivotal movement in women’s health, what it takes to truly earn women’s trust, and how marketing, operations, and clinical teams can come together to create meaningful experiences that serve women holistically.
Women’s health is having a moment—but as Vasanta shares, it’s more accurately a movement, driven by years of systemic gaps and a growing recognition that the status quo isn’t enough. Despite the buzz, many organizations talk about leading in women’s health without making necessary investments or creating real, differentiated experiences for female patients. A veteran in both finance and healthcare, Vasanta unpacks what ‘good’ truly looks like when brands commit to women’s health. From aligning marketing strategy with clinical substance, to collaborating across the C-suite, to acknowledging and addressing patient experience pain points—today’s episode lays out a clear, actionable path for healthcare leaders and marketers ready to close the gap and build genuine, lasting trust with women.
The discussion explores real-world pitfalls like “pink washing,” the underestimation of women’s health complexity, and siloed planning between departments. Vasanta Pundarika also highlights industry standouts and the need for both niche and broad-based organizations to step up. Specific case studies in behavioral health, perimenopause, and cardiac care underscore the urgency of creating inclusive solutions, not just for women but for the health of families and communities at large.
Thank you for listening to the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it.
Key Takeaways:
1. Move Beyond “Pink Washing”:
Simply rebranding existing services or adding “women’s health” messaging is not enough. Vasanta cautions against the pitfall of making things “pink” instead of developing real, differentiated clinical protocols and care pathways that address women’s unique healthcare needs. Authenticity and substance, not symbolic gestures, win trust.
2. Patient Experience Is the Product:
Women’s trust is built—or broken—in the details of the patient journey. Friction, complexity, or mismatched promises quickly erode brand loyalty. Brands that reduce barriers, provide holistic navigation, and deliver truly seamless experiences demonstrate that they “see” and value their female patients.
3. Alignment Across Marketing, Clinical, and Operations Is Essential:
Growth in women’s health—and sustainable, trusted brands—requires collaborative strategy development. Vasanta recommends convening marketing, clinical, operations, and strategy leaders together to ensure what’s being marketed is real, deliverable, and meaningfully distinct for women.
4. Word of Mouth and Community Influence Are Powerful Drivers:
The “voice of the customer”—listening to real women, collecting feedback, and amplifying their positive experiences—matters immensely in healthcare. Pilots, testimonials, and sharing what works for women allows brands to build authentic, organic trust and a broader community impact.
5. Don’t Underestimate the Scope of Women’s Health Needs:
Women’s health extends far beyond OBGYN care. Behavioral health, heart health, and other specialties have unique female presentations and logistical barriers. Leaders must invest in market research, engage with clinicians, and commit resources to understanding these distinctions. Inclusive care means considering medical, logistical, and cultural realities—and involving men in the education process as allies.
This episode is a blueprint for how marketers and healthcare leaders can move from talk to action, driving impact for women, families, and the entire healthcare landscape.
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36min
December 10, 2025Inside the Health Insurance Is Broken Campaign: Boldness, Authenticity, and Real Change
Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence.
On today’s episode, Sara Payne is joined by Nishant Shukla, Chief Marketing Officer at SCAN Health Plan, for a candid and compelling discussion about one of this year’s most talked-about health marketing campaigns: “Health Insurance is Broken.” As SCAN geared up for the 2025 Medicare open enrollment period, its bold new initiative ditched rosy portrayals of senior life in favor of authentic, relatable stories that put the frustrations of the healthcare system front and center.
Nishant shares the strategy and intention behind the campaign—anchored in SCAN’s activist roots—revealing how honest storytelling and a commitment to genuine experience resonate with both members and the broader industry. The episode dives into the campaign’s genesis, the challenges and benefits of taking a public stand, how member and employee feedback shaped the creative approach, and the measurable impact on brand awareness, business performance, and industry dialogue.
Key Takeaways:
Authenticity Is Boldness in Health Marketing: Nishant emphasizes that boldness in healthcare marketing doesn’t require shock value—it demands authenticity. The “Health Insurance is Broken” campaign resonated because it spoke honestly about the pain points seniors face in navigating health insurance. By focusing on what members really experience, Scan Health Plan created a rallying cry that drew attention, trust, and excitement from both consumers and employees.

Mission-Driven Messaging Builds Lasting Trust: SCAN’s activist heritage—from its founding by “12 Angry Seniors” seeking better healthcare—remains the guiding force behind the brand’s messaging. Nishant advises marketers to ensure campaigns are connected to organizational mission, which enables them to speak candidly about what’s broken and what needs to change. This deep alignment fosters pride, trust, and a strong connection between the organization and its members.

Listening and Insight Drive Campaign Success: The campaign’s success was grounded in thorough consumer and market insight—listening to member experiences, analyzing service calls, and gathering direct feedback. Nishant shares how SCAN’s continuous feedback mechanisms (including direct emails to the CEO and regular review of service interactions) allow them to understand real member pain points. This ongoing listening translates into creative that feels fresh, different, and honest to the target audience.

Positive Impact Internally and Externally: The effects of the campaign were felt throughout the organization. Members expressed pride, prospective members saw something new, and employees felt energized—motivated to improve every touchpoint of the member experience. Even competitors reacted, some defensively, which Sara points out is often a sign the campaign is truly breaking through. The “Health Insurance is Broken” narrative has united Scan’s staff and members around a shared mission of improvement.

Bold Campaigns as Calls to Industry Action: Nishant sees the campaign not just as marketing, but as a “clarion call” for the entire health insurance industry to acknowledge inefficiencies and strive for real change. By owning imperfections and committing publicly to fixing them, SCAN challenges the status quo—and invites other stakeholders to do the same. The campaign’s early success, including record enrollment numbers and strong engagement metrics, demonstrates that honest, member-focused storytelling can lead to transformative business results and industry momentum.

Don’t forget to subscribe for more insights from the Health Marketing Collective, where we spotlight marketing excellence and leadership at the forefront of healthcare transformation.
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31min
November 26, 2025What Really Moves People to Take Charge of Their Health
Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence.
On today’s episode, Sara Payne sits down with Misty Ladner, Senior Vice President of Consumer Marketing at Wondr Health, to explore the intersection of science, storytelling, and empathy in healthcare marketing. Together, they unpack what it truly takes to motivate people to engage with their health, translating awareness into lasting action. Misty brings decades of experience in designing digital programs that tackle obesity and chronic disease, always with a focus on building trust, changing behavior, and humanizing healthcare.
Our conversation covers everything from the fundamental differences between tech marketing and healthcare marketing, to balancing creativity and compliance, behavioral science-backed approaches to consumer engagement, and the evolving role of AI and data personalization in building meaningful and effective marketing strategies. We dive into real stories of impact—like Teddy’s transformation—and highlight how marketing leaders can anchor strategy in compassion and measurable consumer outcomes rather than just transactional metrics.
Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it.
Key Takeaways:
Trust Is the Cornerstone of Healthcare Marketing
Misty breaks down the fundamental difference between tech and healthcare marketing: while tech often leans on delight and convenience to drive adoption, healthcare is inherently personal and emotional. Building trust is non-negotiable—it’s the foundation that enables patients to take action, especially when dealing with vulnerable topics like weight loss and chronic disease. Wondr Health’s approach emphasizes empathy, thought leadership, and the creation of personal mirrors: “We have helped people like you—so we can help you.”
Personalization Drives Long-Term Consumer Engagement
Rather than treating marketing as a transaction, Misty and her team root engagement strategies in behavioral science and behavioral economics. By understanding each individual’s intrinsic and extrinsic motivators—the “my why”—Wondr Health personalizes not just their product, but every touchpoint, reward, and message a consumer encounters. Moving toward one-to-one personalization, operationalized across the entire lifecycle, is key to helping people stick to their health goals and achieve lasting change.
Data and AI: The Path to Scalable Customization
Success in personalized engagement relies on scalable technology. Misty shares how Wondr Health is investing in AI-driven platforms and unified datasets to power true one-to-one communication—from email to SMS to live coaching. AI allows marketers to move beyond broad population segments to individualized experiences, orchestrating communication across channels and continuously optimizing based on real-world data.
Consumer Outcomes Must Anchor Metrics and Strategy
Healthcare marketers often fall into the trap of treating engagement as a set of transactional metrics—open rates, clicks, retention. Misty urges leaders to keep consumer health outcomes at the center: sleep, energy, joy, and confidence are as important as clinical results. Wondr Health’s culture and business reviews start with participant stories and testimonials, tying business objectives directly to consumer impact and clinical outcomes.
Humanizing Strategy: Keep the Individual Front and Center
Above all, Misty advocates for approaching every campaign as if you’re speaking to a loved one—your mother, aunt, sister, or child. Marketers must remember that behind every data point is a person with a story and a motivation. Relevance, empathy, and connection build trust and drive the real, lasting change healthcare brands aspire to create.

Don’t miss Misty Ladner’s hard-won, “OG marketing” wisdom: avoid falling in love with your own ideas, stay open to learning (and being wrong), and fight assumptions about your audience—for instance, the best outcomes in weight loss may come from surprising cohorts. In healthcare marketing, the human element isn’t just a differentiator—it’s the engine of success.
Subscribe wherever you get your podcasts, and thank you for joining the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it.
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37min
November 12, 2025Trendjacking Meets Trust: Using Pop Culture to Humanize Health Marketing
Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence.
On today’s episode, host Sara Payne sits down with Kala Weeks, Vice President of Marketing and Communications for Reperio Health, for a compelling conversation at Health 2025. Reperio Health is transforming preventive care with at-home screening kits and instant results—delivering accessibility, convenience, and speed straight to consumers’ doorsteps. Together, they explore how bold, human-centered approaches in health marketing are breaking through industry noise and shaping the future of care.
Kala Weeks shares her philosophy that all buyers are humans first—offering unique insights from her psychology background on why healthcare marketing so often misses the personal touch and how trend-driven campaigns can connect with real people, even in a B2B environment. They delve into Reperio's innovative “trend jacking” strategies, the critical role of leadership support and team nimbleness, the delicate balance between clinical credibility and creative relevance, and the importance of listening deeply to audiences. Plus, learn why Kala Weeks believes we’re at the cusp of a preventive care revolution, and how Reperio is helping consumers overcome fear to embrace their health.
Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it.
Key Takeaways:
Human-First Marketing in Healthcare: Kala Weeks underscores the importance of treating buyers as multidimensional humans, not just personas or ICPs. By infusing a psychology-based understanding of what motivates real people—both in their professional and personal lives—Reperio Health creates campaigns that are relatable and resonant, helping the industry move beyond flat, transactional interactions.
Trend Jacking for Disproportionate Attention: Reperio Health leverages pop culture moments to make preventive care feel accessible and fun, a strategy Kala Weeks calls “trend jacking.” By connecting universal healthcare needs to widely recognized events (such as clever plays on the American Eagle jeans campaign or Taylor Swift’s candid discussions about family health), marketing efforts gain significant traction and relevance, driving brand recall and engagement even in a competitive B2B landscape.
Agility Backed by Leadership and Technology: Nimbleness—both in team structure and campaign approval processes—is essential for capturing fleeting cultural moments. Kala Weeks shares how actionable leadership buy-in and creative liberty empower Reperio's small team to move fast. Technology plays a vital supporting role, with custom AI tools scanning news and pop culture daily to identify opportunities, highlighting the critical intersection of innovation and strategic operations.
Balancing Creativity and Clinical Credibility: Staying fresh and relevant doesn’t mean sacrificing trust. Reperio Health maintains clinical credibility by anchoring its messaging in data, published case studies, and well-defined content pillars. This approach allows them to be playful and bold with campaigns while consistently reinforcing medical expertise and reliability—building brand authority among clinical and consumer audiences alike.
Listening as a Path to Trust and Adoption: Shifting consumer mindsets from fear of preventive care to embracing proactive health starts with active listening. Kala Weeks emphasizes the necessity of audience research and adapting voice and tone to build authenticity and trust. By prioritizing genuine dialogue over broadcasting, Reperio can address barriers, foster engagement, and truly put the healthcare consumer at the center—essential for thriving in today’s preventive care revolution.

Join us at the Health Marketing Collective, where we spotlight the bold voices shaping healthcare, and discover new strategies for leading conversations that move your market forward.
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About Kala Weeks
Kala Weeks is the Vice President of Marketing & Communications at Reperio Health, where she’s redefining what B2B health-tech marketing can look like—bold, human, and impossible to ignore. Known for building brands that balance creativity with measurable impact, Kala leads with the belief that fun and effectiveness aren’t opposites—they’re the formula for momentum.
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16min
October 29, 2025Saying the Quiet Part Out Loud: Why Prevention Needs a Bigger Mic
Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence.
In today’s episode, our host Sara Payne is joined by Andrew Lacy, CEO of Prenuvo, recorded live on the floor of HLTH 2025. Together, they dive into the evolving landscape of preventive healthcare, examining the bold moves required to shift from reactive late-stage disease management to proactive early detection and holistic diagnostics.
Andrew brings his experience as an innovator in healthcare, spearheading Prenuvo’s mission to redefine the annual physical through advanced whole-body imaging and blood biomarkers. Their approach opens the door to detecting life-threatening diseases earlier and helping individuals understand the real impact their lifestyle has on long-term health outcomes.
The conversation explores why the traditional health system is lagging in diagnostics, the uncomfortable truths that must be confronted for meaningful change, and how both messaging and clinic experience play a critical role in overcoming patients' fear and nurturing gratitude after preventive screening. Sara and Andrew also touch on the systemic and economic challenges of proving ROI for preventive innovations, especially with employers and payers, and how data-driven evidence and strategic partnerships can unlock wider adoption.
Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it.
Key Takeaways:
A New Model for the Annual Physical: Andrew Lacy describes Prenuvo as the “annual physical of the future,” integrating whole-body imaging and blood biomarkers to proactively identify disease. By offering a more comprehensive view than traditional checkups, Prenuvo aims to close the gaps left by current approaches which often produce false negatives and leave individuals in the dark about their health status.

Uncomfortable Truths Behind Early Detection: The episode highlights a critical mindset shift required in healthcare: current cancer screenings cover only about 14% of diagnosed cancers, leaving vast blind spots across organs like the liver, kidneys, and brain—areas rarely screened. Andrew emphasizes that true reform lies in challenging incremental fixes and pushing for large-scale preventive health solutions, even as system inertia resists radical change.

Mindset, Messaging & Patient Experience: Fear and anxiety are common reactions to the idea of deep health screening, not just for patients but also physicians. Andrew discusses how Prenuvo addresses this by offering warm, inviting clinic environments and reframing preventive health as a form of empowerment rather than dread. Breaking down these psychological barriers through thoughtful marketing and messaging is essential for shifting public and professional attitudes.

Driving Adoption Through Education & Evidence: Change doesn’t happen overnight. Prenuvo’s strategy involves educating physicians—often skeptics themselves—by turning them into advocates after experiencing screenings personally or through their patients. The company is investing in prospective clinical trials to gather the long-term data necessary for convincing payers, employers, and insurance providers to support and cover preventive diagnostics.

Navigating Economic Challenges for Preventive Health: One of the episode’s key marketing challenges is proving the ROI for preventive interventions in a system where patients often change jobs (and insurance plans). Andrew shares how partnering with blue-collar employers, who see long-term employee loyalty and higher occupational risks, provides an ideal proving ground for demonstrating impact. This targeted approach lays the groundwork for broader adoption, beginning with high-risk populations and expanding coverage incrementally as evidence builds.

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Learn more about Prenuvo at prenuvo.com.
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17min
October 15, 2025Beyond the Buzzword: What Patient-Centric Really Means for Healthcare Brands
Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence.
On today’s episode, we’re thrilled to welcome Kelly Franchetti, CEO of The Patient View, as she joins host Sara Payne for a candid discussion on what it truly means to put patients at the heart of health marketing. As an insights leader, nurse, and rare disease mom, Kelly fuses her unique personal and professional experiences to advocate for authentic patient engagement, offering actionable strategies for brands to move beyond lip service and embrace genuine patient-centricity.
Kelly brings a compelling perspective on the patient journey, informed by her own family’s experiences navigating rare diseases and clinical trials. She shares how her advocacy work led her to challenge the healthcare and pharma status quo, calling for substantive involvement of patients in every aspect of study design, marketing, and support program development.
Throughout the conversation, Sara and Kelly explore why “patient-centric” risks becoming just another buzzword, how to avoid costly missteps by listening to patient insights, and the organizational challenges that often stall efforts to turn data into change. They discuss real-life examples of brands pivoting strategies in response to patient feedback, and highlight the importance of enterprise-wide buy-in, frequent iteration, and empathy as foundational principles in modern health marketing.
Key Takeaways:
Patient-Centricity Must Be Actionable, Not Just Aspirational:

Kelly underscores that real patient-centricity requires actively seeking out patient perspectives through research and acting on what is learned. It’s not about relying solely on AI or superficial data; it’s about integrating genuine patient voices, frequently revisiting those insights, and ensuring they shape every aspect of marketing and brand strategy.

Enterprise Buy-In Drives Change, While Siloes Stall Progress:

One of the main reasons patient insights aren’t implemented is the lack of enterprise-level buy-in. Kelly points out that meaningful change rarely happens in fragmented organizations. Successful brands foster cross-functional alignment and maintain internal champions who advocate for patients throughout all stages of research, development, and commercialization.

Early and Iterative Engagement Avoids Costly Missteps:

Kelly shares powerful examples of campaigns and trial materials that dramatically changed direction thanks to patient feedback. For instance, using “the wrong shade of pink” for triple negative breast cancer materials nearly became an expensive mistake. Bringing patient input in early—and returning for further feedback during iteration—saves resources and enhances resonance.

Empathy and Authenticity Build Trust:

Marketers often underestimate how small gestures—like mentioning that support materials were created with real patients and caregivers—can foster trust. Empathy is the foundation of truly patient-centric marketing. It's not enough to assume clinical expertise translates into understanding; language and context must be shaped by authentic patient experience.

Patient Insights Can Be Quick, Cost-Effective, and Highly Influential:

Kelly dispels myths that rigorous patient research is always expensive or slow. Reviewing existing data, leveraging small rapid studies, and continually refreshing patient advisory boards are accessible ways to keep messaging and services aligned with evolving patient needs. The key is to act, even if incrementally, and recognize that integrating the patient perspective is a journey—not a one-time project.

Don’t forget to subscribe wherever you get your podcasts. Thank you for tuning in to the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it.
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34min

FAQs about Health Marketing Collective:

How many episodes does Health Marketing Collective have?

The podcast currently has 55 episodes available.