Ignite: Healthcare Marketing Podcast

In this episode of Ignite, host Alex Membrillo welcomes Jessica Russo Suss for a deep dive into the evolving world of healthcare marketing. Jessica shares her unique perspective, shaped by years of experience on both the payer and provider sides, highlighting how marketers must balance empathy, research, and strategy to drive meaningful engagement.

Listeners will learn how Jessica approaches customer marketing across diverse employer groups, especially during the complex open enrollment season. She explains why tight alignment with sales and account teams is key to success in B2B marketing and shares her approach to building trust and consistency within large organizations. Jessica also unpacks the challenges of leading multi-channel nurture programs and why she spends her first 60 days in any new role conducting deep research—rather than making assumptions.

The episode explores how AI is changing the landscape of healthcare engagement, with Jessica revealing fascinating insights about generational AI adoption—from Boomers using it for health research to Millennials automating daily tasks. She emphasizes that the future lies in AI-powered precision experiences that adapt in real time—not just behavior-triggered journeys.

Alex and Jessica also tackle a common healthcare marketing myth: that more information equals better compliance. Jessica argues that cognitive overload, not ignorance, is the real barrier to action and advocates for clear, trust-based communication.

Finally, Jessica reflects on one of her proudest accomplishments: developing an internal empathy training program that shifted her entire team’s mindset—and significantly boosted customer satisfaction. This episode is a must-listen for marketers aiming to humanize their strategies while preparing for a future shaped by data, technology, and real-world understanding.

RELATED RESOURCES

Connect with Jessica- https://www.linkedin.com/in/jessicarussosuss/

When & How to Expand Your Healthcare Media Mix - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/expanding-channel-media-mix-strategy/

Healthcare Marketing Trends in 2025: Marketers Doing More - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-trends-2025/

Marketing + Operations: Why Total Alignment is Vital to Growth - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-operations-alignment/

Harnessing the Power of AI Marketing for Healthcare - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/harnessing-ai-marketing-for-healthcare/

In this episode of Ignite, Cardinal CEO Alex Membrillo chats with Genevieve Branco, Marketing and Communications Director at Adventist Health, about how healthcare marketers can drive patient acquisition and build brand trust—even with limited resources. You'll learn why authentic storytelling and earned media are more valuable than ever, how to align closely with operations teams, and how to measure your marketing impact across channels. Most importantly, you'll walk away with strategies to do more with less, prioritize genuine human connection, and create integrated campaigns that truly move the needle for your organization.

RELATED RESOURCES

Connect with Genevieve - https://www.linkedin.com/in/genevievebranco/

Marketing + Operations: Why Total Alignment is Vital to Growth - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-operations-alignment/

Healthcare Marketing Strategies During A Recession - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/marketing-strategies-during-recession/

When & How to Expand Your Healthcare Media Mix - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/expanding-channel-media-mix-strategy/

Harnessing the Power of AI Marketing for Healthcare - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/harnessing-ai-marketing-for-healthcare/

What happens when a health system takes a full-funnel approach to digital transformation? Find out in this episode of Ignite, where Cardinal CEO Alex Membrillo chats with James Morgan, Digital Marketing Manager at Cape Fear Valley Health System. You'll get a behind-the-scenes look at how a fast-growing regional health system rebuilt its website from the ground up, streamlined patient journeys, and tackled online reputation management at scale. You'll hear practical strategies for integrating marketing with EMR systems, optimizing for SEO and AI-driven search, and making the most of limited budgets while supporting rapid clinic expansion. You'll walk away with actionable insights on website transformation, review automation, data-driven decision-making, and the power of keeping communications clear and patient-focused.

RELATED RESOURCES

Connect with James - https://www.linkedin.com/in/james-morgan-09918478/

Top Healthcare Marketing Strategies & Guide - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-digital-marketing-strategies-tips-ideas/?utm_source=chatgpt.com

How to Build a Full-Funnel Healthcare Marketing Strategy - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-full-funnel-marketing-strategy/

What is a Patient Journey? Examples to Grow Your Practice - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/what-is-a-patient-journey-grow-your-practice/

Harnessing the Power of AI Marketing for Healthcare - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/harnessing-ai-marketing-for-healthcare/

In this episode of Ignite, Cardinal's CGO Lauren Leone and CSO Rich Briddock continue the conversation on third-party audiences, this time with a focus on providers. They dive into how healthcare marketers can leverage third-party audience data to target not just patients, but also healthcare providers, unlocking new opportunities to drive referrals and support your business development teams. You'll learn practical strategies for segmenting and reaching providers digitally, integrating your marketing and BD efforts, and measuring the true impact of your campaigns on referral volume. If you're looking to maximize your marketing ROI and bridge the gap between direct-to-consumer and provider-driven growth, this episode is packed with actionable insights tailored for you.

RELATED RESOURCES

How to Reach Niche Audiences with 3P Data - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/reach-niche-audiences-3p-data/

How to Layer 3P Data and Reach Ideal Patients - https://www.cardinaldigitalmarketing.com/healthcare-resources/podcast/how-to-layer-3p-data-and-reach-ideal-patients/

5-Step Paid Media Strategy to Attract Your Ideal Patients - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/paid-media-patient-acquisition-guide/

Top Healthcare Marketing Strategies & Guide - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-digital-marketing-strategies-tips-ideas/

In this episode of Ignite, Cardinal CEO Alex Membrillo is joined by Kristy Barker, Vice President of Marketing at WellStreet Urgent Care, as they dive into actionable insights on how to diversify your marketing channels beyond paid search, improve patient experience, and drive real business results. You'll learn how WellStreet is piloting new tactics like OTT, mobile, SEO, and email to build brand awareness, educate patients, and measure impact at the clinic level, while aligning with leadership and staying focused on community trust. Tune in for practical strategies you can apply to expand your reach, prove your value, and stay ahead in the evolving healthcare marketing landscape.

RELATED RESOURCES

Connect with Kristy - https://www.linkedin.com/in/kristy-barker-64201514/

What is a Patient Journey? Examples to Grow Your Practice - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/what-is-a-patient-journey-grow-your-practice/

8 Urgent Care Marketing Trends to Follow in 2025 - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/8-urgent-care-marketing-trends-to-follow-in-2025/

How to Build a Full-Funnel Healthcare Marketing Strategy - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-full-funnel-marketing-strategy/

Advanced Urgent Care Marketing Strategies for Patient Growth - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/digital-marketing-strategies-tips-ideas-urgent-care/

In this episode of Ignite, Cardinal CEO Alex Membrillo is joined by Glenn Elliott, Manager of Digital Applications - SEO and GEO at Hackensack Meridian Health, as they discuss the integration of AI and SEO, emphasizing the shift towards AI Inclusion Optimization (AIIO) and the importance of adapting to AI-driven changes in search engine algorithms. You'll learn about specific strategies for enhancing digital marketing in healthcare, such as optimizing Google Business Profiles and improving physician profiles to boost search visibility. The episode also highlights the significance of cross-functional team collaboration and leadership support in fostering a culture of innovation and experimentation, encouraging you to start small, be flexible, and continuously learn to stay ahead in the evolving digital landscape.

RELATED RESOURCES

Connect with Glenn - https://www.linkedin.com/in/glenn-elliott/

How a Primary Care Provider Futureproofed Their SEO in an AI-Driven Search World - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/search-content-strategy-ai-landscape/

Harnessing the Power of AI Marketing for Healthcare - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/harnessing-ai-marketing-for-healthcare/

Winning SEO in the Age of AI - https://www.cardinaldigitalmarketing.com/healthcare-resources/webinars/ai-impact-seo/

How to Avoid Keyword Cannibalization Between Paid Search & SEO - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/avoid-keyword-cannibalization-between-paid-search-seo/

First-party data can only take you so far. To scale your healthcare marketing strategy and reach high-intent patients, you need to tap into third-party audiences. Cardinal's CGO, Lauren Leone, and CSO, Rich Briddock, break down how to use third-party data to improve targeting, reach clinical and payer-based segments, and overcome data limitations.The discussion also covers the costs and platforms for activating these audiences, providing you with a comprehensive understanding of how to integrate them into your marketing strategy to improve lead quality and operational efficiency.

RELATED RESOURCES

Reaching the Right Patients with 3P Data - https://www.cardinaldigitalmarketing.com/healthcare-resources/podcast/reaching-right-patients-with-3p-data/

How Meta's Data Restrictions Impact Healthcare Advertising Strategies - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/meta-announces-major-changes-healthcare-advertising/

10 Ways to Succeed on Meta in 2025 - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/10-ways-to-succeed-on-meta-in-2025/

5-Step Paid Media Strategy to Attract Your Ideal Patients - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/paid-media-patient-acquisition-guide/#)-implement-advanced

Is your patient experience strong enough to fuel real growth? In this episode of Ignite, Cardinal's CEO Alex Membrillo is joined by Daniel Goldberg, Senior Vice President of Sales and Growth at United Musculoskeletal Partners, to dive into the intricacies of healthcare marketing, offering valuable insights for healthcare marketers looking to enhance patient acquisition and engagement. You'll learn about the importance of aligning marketing efforts with operational capabilities to ensure a seamless patient experience, from the first contact to the final outcome. The discussion also highlights the shift towards value-based care, emphasizing the need to measure outcomes and quality as key differentiators in the competitive healthcare landscape. By tuning in, you'll gain practical strategies for leveraging patient testimonials, optimizing full-funnel advertising, and utilizing data-driven approaches to improve marketing effectiveness and patient satisfaction.

RELATED RESOURCES

Connect with Daniel- https://www.linkedin.com/in/daniel-goldberg-9a707432/

Orthopedics Marketing in 2025: The Top Trends to Watch - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/top-orthopedics-marketing-trends-for-2025/

Marketing + Operations: Why Total Alignment is Vital to Growth - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-operations-alignment/

How to Build a Full-Funnel Healthcare Marketing Strategy - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-full-funnel-marketing-strategy/

In this episode of Ignite, Cardinal CEO Alex Membrillo is joined by Smile Partners USA Digital Marketing Director Ashley Minaudo for a conversation packed with valuable insights for healthcare marketers navigating the evolving landscape of dental and healthcare marketing. The discussion emphasizes the critical connection between marketing strategies and patient experience, highlighting the importance of retention and re-engagement campaigns post-appointment. You'll learn about leveraging technology, including AI, for personalized patient engagement and the significance of educational content in building brand trust. The episode also covers practical strategies for managing multi-brand identities, optimizing call center conversions, and utilizing data analytics to refine marketing efforts. This episode is a must-listen for those looking to enhance patient loyalty and streamline marketing operations in a competitive healthcare environment.

RELATED RESOURCES

Connect with Ashley - https://www.linkedin.com/in/ashley-minaudo-2989b596/

Top Dental & DSO Marketing Trends for 2025 - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/dental-dso-marketing-trends-2025/

DSO Marketing: Branded House vs. House of Brands - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/dso-marketing-branded-house-vs-house-of-brands/

How to Reactivate Patients and Drive New Revenue Streams at your Healthcare Practice - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/reactivate-patients-and-drive-new-revenues-at-your-healthcare-practice/

In this episode of Ignite, Confluent Health Chief Marketing Officer Meg Dietzel joins Cardinal CEO Alex Membrillo to discuss the importance of building a strong employee brand to attract and retain clinicians amidst a healthcare shortage, emphasizing the need for strategic recruitment marketing. The episode also dives into effective patient acquisition strategies, focusing on educating patients and leveraging content marketing to enhance patient retention. You'll learn how to balance local brand identity with broader organizational goals, optimize digital strategies for recruitment, and understand the critical KPIs that drive success in healthcare marketing.

RELATED RESOURCES

Connect with Meg - https://www.linkedin.com/in/meg-dietzel/

Marketing + Operations: Why Total Alignment is Vital to Growth - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-operations-alignment/

Top Physical Therapy Marketing Trends for 2025 - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/top-physical-therapy-marketing-trends-for-2025/

Physical Therapy Marketing Guide: Proven Strategies for Growing Your Practice - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/digital-marketing-strategies-tips-ideas-physical-therapy/

Solving Healthcare Staffing Shortages: How Marketing Technology Can Help - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/solving-staffing-shortages-marketing-technology/