In this conversation, we unpack what happened when one health system partnered with a local influencer to talk openly about pelvic health and why that risk paid off.

Brittney Strum, Marketing and Business Relations Manager at Olmsted Medical Center, shares the behind-the-scenes story of Pelvis Party, a collaborative podcast created with local influencer Becky Montpetit. Strum explains how alignment beat audience size, why vulnerability mattered more than polish, and how quiet experimentation led to real patient engagement and internal buy-in.

Account-based marketing (ABM) looks powerful on paper, yet many healthcare marketing teams walk away frustrated. The problem is not the execution, but the lack of strategic planning before getting started.

In this conversation, Saul Marquez, CEO of Outcomes Rocket, breaks down why ABM delivers strong ROI in healthcare and why so many programs stall. The discussion covers missing strategy, common misconceptions about ABM tooling, and how AI is changing execution without changing the fundamentals. It is a candid look at what actually determines whether ABM creates momentum or noise.

In this conversation, Rob Janes, Head of Product at AdButler, breaks down why “creepy personalization” is quietly undermining healthcare marketing performance. From clinician networks to digital health platforms, he shares what actually improves engagement, how consent changes the equation, and why fewer ads often outperform more aggressive strategies.

Healthcare marketing leaders are operating in an environment that rarely slows down. Budgets tighten. Teams shrink. Regulations shift. Now on top of all that, AI has changed the game entirely, accelerating timelines while introducing new norms around trust, accuracy, and impact.

In these uncertain times, we healthcare marketing needs resilient leaders. But what does resilience look like in 2026? We put that question to Swaay.Health Editor Brittany Quemby.

One of the newest and hottest health IT conferences is the ViVE conference organized by the HLTH and CHIME teams.  The conference brings together health IT leader from provider organizations in a collaborative and vibrant conference. Since this has become an important conference in the world of health IT, we wanted to sit down with the team at HLTH to learn more about the ViVE 2026 conference from a sponsor perspective.

Marketing often gets pulled in after the hard decisions are already made. But what if involving marketing earlier could actually make healthcare operations work better?

In this conversation, Sean Fitzpatrick, Chief Marketing Officer at Smith & Jones, powered by Overit, unpacks why Marketing can be more integrated with healthcare operations. Marketing teams already manage systems, data, and touchpoints that operations rely on every day. Fitzpatrick explains where that value is hiding, why HR and finance are missing useful insights when they engage with Marketing too far downstream, and how Marketing can earn credibility long before a crisis hits.

For years, healthcare marketers were told that tracking less was the safest option. But what if the real risk has been flying blind while patients quietly fall out of the journey?

In this conversation, Russell Reid, Chief Technology Officer at Alliance Innovations, breaks down how healthcare organizations are rethinking analytics in a post-OCR Bulletin world. He explains why data obfuscation created new problems, how precision matters more than volume, and what happens when marketers can finally see the full patient journey again. It’s a practical look at how privacy and clarity can coexist.

Plenty of marketers are experimenting with AI, though often in narrow ways. The more interesting work is happening in teams that let AI influence targeting, workflows, and decision-making. This discussion explores what those differences look like.

Adam Turinas, CEO & Founder, and Mark Erwich, Principal & Chief Strategy Officer at Health Launchpad, join Swaay.Health to break down how AI is reshaping healthcare marketing. They share the use cases teams overlook, the quality gains that come from training AI on real customer insights, and why curiosity is becoming a core job skill.

They also talk about the study they ran across 250+ health tech marketing leaders, what surprised them, and why the next three years will reshape every team structure in the industry.

Every marketer has faced this moment. You think you know how your customers see you, then a single insight forces you to rethink the foundation. That’s exactly what happened when PointClickCare rebuilt its brand around one word: help.

In this interview, Gabriel Paine, VP Brand Marketing at PointClickCare, explains how customer feedback reshaped the company’s mission and why the team chose a warmer, more grounded visual identity. He shares how they pressure-tested their color palette, why actors didn’t make the cut, and what happened when the new brand went live for employees. It’s a candid look at what it takes to align a brand with the work customers believe you do best.

Most healthcare vendors think they lost the deal because another product edged them out. But the truth is quieter and far more uncomfortable: the relationship never had time to grow. If you’ve ever wondered why conversations stall or vanish, this one hits close to home.

In this candid interview, Alan Shoebridge, AVP & Chief Communication Officer (National) at Providence, breaks down how large health systems actually decide who gets a meeting, who gets remembered, and who gets quietly ruled out. We talk about the 75 percent relationship factor, the long memory buyers have when vendors ghost, and why case studies carry more weight than any logo wall on LinkedIn. If you sell into healthcare marketing, patient experience, or communications, this conversation gives you a clear picture of what truly moves the needle.