The biggest leverage in modern B2B growth is knowing exactly who is on your website, not just which company they work for.

In this episode, Adam Robinson, Founder and CEO of RB2B, explains how person-level website visitor identification is reshaping B2B marketing, sales, and founder-led growth. He breaks down why account-level tools fail to close the loop on real revenue and how identifying individual buyers enables faster pipelines, tighter ABM, and higher conversion rates. Adam shares the playbook behind bootstrapping multiple SaaS companies to eight- and nine-figure outcomes without outside funding, emphasizing capital efficiency, speed of execution, and ruthless focus on monetization. He also dives into building in public, using LinkedIn as a growth engine, launching free products to dominate distribution, and why simplicity beats sophistication in early-stage SaaS, offering practical lessons for founders operating in a cookie-less world.

Tune in and learn how to identify real buyers, build leverage fast, and grow profitably without relying on hype or funding!

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Engaging underserved populations requires meeting people where they are, not where the system would like them to be.

In this episode, Zach Zobel, Senior Director at Sober Sidekick, discusses how data-driven personalization, trust-building, and rapid experimentation are transforming engagement in substance use disorder recovery. Broadcasting live from HLTH 2025, he shares how partnerships with Medicaid plans helped re-engage over one million users through nearly two million outreach efforts. Zach explains how behavioral data clustering identified eight user personas, guiding product and content decisions for those in the earliest and most vulnerable stages of sobriety. He also explores the evolving role of AI, the importance of experimentation over hype, and practical advice for marketers to leverage existing data and design experiences that respect real user behavior.

Tune in and learn how personalization, AI experimentation, and empathy-driven design are reshaping healthcare engagement!

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As healthcare continues to evolve rapidly, the conversation shifts from what is innovative to how that innovation is communicated and governed.

In this episode, Robbie Dorius, Head of Media at HLTH, talks about the dominance of AI in healthcare, stressing the need for governance and guardrails rather than just innovation. He emphasizes that healthcare media's role is to simplify complex issues, improving literacy and patient advocacy by avoiding inaccessible terminology and acronyms. Dorius explains how HLTH is adapting to a challenging media landscape by investing in channels like podcasting and an influencer program. He notes that healthcare influencers, despite general trends, are seeing increased trust, making them a key part of future communications strategies.

Tune in and learn how the industry is balancing technology, transparency, and consumer understanding!

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Trust, not hype, is the real currency of effective healthcare marketing.

In this episode, Kennan O’Connell, Senior Marketing Manager for Canary Speech, shared her unconventional journey into healthcare marketing, stressing that precision, compliance, and human-centered storytelling are more crucial than overpromising or making flashy claims. She explained that in regulated B2B environments, credibility is built by carefully choosing words, leading to the emergence of authentic, self-recorded videos over highly polished content. Kennan also addressed the persistent challenge of balancing competing stakeholder needs while maintaining a resolute focus on the tangible impact on patients and providers. Finally, she reflected on her motivation for taking a bold step into thought leadership within emerging technologies at the intersection of healthcare, mental health, and scale.

Tune in and discover how compliant, human-centered marketing can foster trust and drive meaningful impact in healthcare!

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Engaging people in healthcare is not about impressions or technology alone, but about driving real behavioral impact through human-centered experiences.

In this episode, Chandra Osborn, Chief Experience Officer at AdhereHealth, explores how behavioral science drives more effective healthcare marketing, product design, and engagement strategies. She explains why being “uncomfortably specific” about desired behaviors leads to better outcomes and why empathy must come first, with data used to refine human insight. Chandra discusses the growing importance of trust, personalization, and understanding human journeys for patients, providers, partners, and employees alike. She also reflects on the evolving role of AI, emphasizing that meaningful engagement happens when technology is paired with behavioral insight and genuine human connection.

Tune in and discover how behavioral science, empathy, and AI work together to create healthcare experiences that people actually trust!

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AI is reshaping healthcare marketing at a pace so rapid that traditional planning timelines no longer make sense, and the teams that adapt will lead the industry forward.

In this episode, Michelle Park, Global Head of Healthcare & Life Sciences Marketing for UST, explores how AI, agentic workflows, and evolving market expectations are reshaping the marketer’s role in healthcare. She notes that at HLTH 2025, AI emerged not as a passing trend but as the dominant force transforming production cycles, decision-making, and operating models. Michelle explains the rise of agentic AI and cross-functional copilots while addressing fears that AI will replace marketers, emphasizing instead that human-centered healthcare requires accuracy, nuance, and judgment that AI can only enhance. She also underscores the deep strategic rigor behind healthcare marketing and cautions against the growing flood of low-quality “AI slop” content.

Tune in and learn how AI, agentic workflows, and quality-driven marketing are redefining the future of healthcare communication.

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A defining insight from this conversation is that great healthcare marketing starts with purpose: every message must be true, and it must help.

In this episode, Kisme Williams, program director of the HLTH Foundation, discusses her transition into healthcare marketing, the universal power of storytelling, and why purpose-driven communication is essential for equity. She highlights the Foundation’s focus on inclusive healthcare and shares two major initiatives: Mentorship Changes Everything and All Better. Finally, Kisme also explains why 2026 will reward brands that use AI ethically and humanize digital experiences without losing empathy.

Tune in and learn how purposeful storytelling can shape a more equitable future!

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Bold, human marketing wins in healthcare when prevention meets convenience and taste guides the work. 

In this episode, Kala Weeks, Vice President of Marketing and Communications at Reperio Health, shares how she’s bringing full at-home preventive diagnostics, with instant results and same-visit telehealth consultations, directly to consumers to increase access and reduce friction. Drawing on her psychology background, she adopts a “real-life first” approach to B2B health tech, blending empathy and relevance through trend-jacking, pop culture, and emotional connection, all while maintaining clinical rigor. Kala describes an AI-assisted workflow that tracks cultural moments and streamlines creative decisions, while also defending the continued power of email through strategic timing and orchestration. She concludes by emphasizing the rise of the “go-to-market engineer,” the importance of prompt craft and taste, and the need for tighter sales–marketing alignment.

Tune in and discover how empathy, taste, and technology can help healthcare marketers cut through the noise and create a lasting impact!

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You don’t need to sacrifice creativity for compliance; healthcare marketing can be both innovative and responsible.

In this episode, Lindsay Alexander, Strategy Lead for EMS & ASC Channels at Medtronic Acute Care & Monitoring, explores how agility, storytelling, and collaboration are transforming healthcare marketing. Drawing on her journalism background, she emphasizes storytelling as the foundation of trust and credibility, which is built through blogs, newsletters, and LinkedIn engagement, long before purchase decisions are made. Lindsay shares how she adapted her ASC marketing strategy by equipping distributor partners with education and tools, showcasing the value of adaptability and partnership. She also challenges the notion that healthcare marketing must be “sterile,” urging transparency, empathy, and purpose, especially after a personal experience with Medtronic’s products deepened her understanding of patients as people first.

Tune in and learn how embracing agility, trust, and collaboration can make healthcare marketing both innovative and deeply human.

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Understanding the seller’s journey is just as vital as mastering the buyer’s journey.

In this episode, Bryan Bowles, Vice President of Marketing at GHX, shares how aligning marketing with sales begins by truly understanding the seller’s perspective. Drawing from his experience in healthcare systems, analytics, and product management, he emphasizes practicality, customer voice, and authentic relationship-building as the foundation of effective marketing. Bryan discusses the strategy behind GHX’s major rebrand, designed to reflect innovation, credibility, and transformation while honoring the company’s legacy, and how marketers can simplify complex value propositions through customer stories and meaningful engagement. He also explores his KPI linking marketing engagement to pipeline creation, the collaborative power of sales-marketing alignment, and the importance of thoughtful AI adoption grounded in purpose and governance.

Tune in and learn how practical strategy, brand evolution, and disciplined innovation can fuel growth, trust, and lasting impact in healthcare marketing!
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