The No Normal Show by BPD

“Reddit is a great way to dive into those sub-communities, understand what people’s concerns are, what side effects they’re experiencing… it really gives you the tools.” At HLTH 2025, Cara Buscaglia of Talkwalker reminded us that the best healthcare insights often live in unexpected places. In this interview, she unpacks how platforms like Reddit are gold mines for understanding real patient concerns—and how those insights can shape content strategy, FAQs, thought leadership, and beyond.

In this jam-packed episode, host Stephanie Wierwille is joined by BPD President Jessica Schmidt and EVP of Client Services Trish Brawner. Together, they recap key takeaways from HLTH 2025, unpack BPD’s new partnership with MJH Life Sciences, and explore what’s top of mind for healthcare’s C-suite as we look ahead to 2026. From shifting leadership priorities to mounting brand reputation challenges, this conversation delivers a timely pulse check on the future of health system marketing — and why now is the moment to show up boldly.

Subscribe to The No Normal Rewind, our newsletter featuring a mashup of the boldest ideas, sharpest takes, and most rewind-worthy moments from our podcast — right here

“Health systems that are really strategic are thinking through how even small shifts in payer mix can drive real, meaningful dollars.”

In a time of financial headwinds, the smartest systems aren’t retreating — they’re doubling down on strategic talent and growth leadership. At HLTH 2025, we sat down with Neil Ravitz of Klein Hersh to unpack what’s ahead for the C-suite, the evolution of the CMO, and why AI and commercialization are reshaping healthcare org charts.

With HLTH 2025 currently happening in Las Vegas, we wanted to resurface last year's episode that happened on the ground at HLTH 2024! In this exclusive interview with Andy Beckman, Director of Sales at Garmin Health, we explore the cutting-edge role of wearables, AI, and data in shaping a consumer-centered health universe. Andy shared Garmin Health's innovative uses of data to center its marketing and experiences around communities of consumers—like runners or aviators. If you're considering leaning into community-based product development and marketing, this conversation is for you!

Are you at HLTH and want to be a part of The No Normal Show? Shoot us a message using this link here.

Subscribe to The No Normal Rewind, our newsletter featuring a mashup of the boldest ideas, sharpest takes, and most rewind-worthy moments from our podcast — right here.

As AI becomes more embedded in how people search, shop, and engage, marketers are starting to ask big questions: What happens when algorithms guide more decisions? How do we market in a world where machines may play a bigger role in filtering, recommending, even negotiating? With the possibility of machine-centered design to rethinking brand awareness and emotional connection, the conversation surfaces early signals of change — and what marketers should be thinking about now.

Our blog, The Einstein Divide, is available on our website. Be on the lookout for our official report, coming out soon.

Subscribe to The No Normal Rewind, our newsletter featuring a mashup of the boldest ideas, sharpest takes, and most rewind-worthy moments from our podcast — right here. 

n this episode of The No Normal Show, Stephanie Wierwille and Chris Bevelo react to Harvard Business Review’s viral claim that AI is “destroying productivity,” and challenge marketers to aim higher. They also rate real-world brand use cases of AI work from Nike, Delta and others, on their "Einstein-O-Meter " to separate the groundbreaking from the basic. Along the way, they breakdown Peloton’s latest move into healthcare, and how bots were the real driving force of the outrage over Cracker Barrel’s logo. Tune in now.

The blog discussed in this episode, The Einstein Divide, is available on our website. Be on the lookout for our official report, coming out soon.

Subscribe to The No Normal Rewind, our newsletter featuring a mashup of the best ideas, sharpest takes, and most rewind-worthy moments from our podcast — right here.

In this episode of The No Normal Show, Stephanie Wierwille and Chris Bevelo explore one of the most debated ideas in healthcare marketing today: should CMOs own the entire patient experience? They challenge why “digital front door” thinking falls short, argue that beautiful branding can’t hide operational chaos, and make the case that the time for blurred lines in roles are over. Along the way, they react to Meta’s latest AI glasses latest update, and examine how weather impacts consumer behavior. Tune in now.

Subscribe to The No Normal Rewind, our newsletter featuring a mashup of the boldest ideas, sharpest takes, and most rewind-worthy moments from our podcast — right here.

Download BPD’s report, “The Future of the CMO” here: https://bpdhealthcare.com/insights/guides/the-future-of-the-cmo/#download

In this episode of The No Normal Show, Stephanie Wierwille and Chris Bevelo explore what it means to apply “Einstein thinking” to healthcare marketing—imagining a future where AI agents run always-on campaigns, digital twins forecast patient needs, and CMOs trade approvals for performance. Along the way, they weigh in on Reddit’s first healthcare summit, the cultural buzz around UFOs and the Emmys, and even Breaking Bad Lego kits. Tune in now.

Subscribe to The No Normal Rewind, our newsletter featuring a mashup of the boldest ideas, sharpest takes, and most rewind-worthy moments from our podcast — right here.

Read BPD's latest article, "The Einstein Divide": https://bpdhealthcare.com/insights/blog/the-einstein-divide/

Stephanie Wierwille, Chris Bevolo, and BPD’s VP, Principal Eric Schafer tackle an often-overlooked issue: men’s health. While women’s health has rightfully received more attention in recent years, men continue to face unique barriers to care, engagement, and outcomes. The team explores why closing this gap matters for health systems and marketers alike and how thoughtful strategies can spark better connections. Along the way, the team share lessons from global brands like Starbucks and Apple, and discuss what it will take to ignite greatness in healthcare’s future.

Check out our latest case study, “It’s Zo Time” with Baptist Health South Florida and Alonzo Mourning.

Subscribe to The No Normal Rewind, our newsletter featuring a mashup of some of the boldest ideas, sharpest takes, and most rewind-worthy moments from our podcast — right here.

Many health systems are at capacity, but is that the same as growth? In this episode, Chris Bevolo and Stephanie Wierwille discuss why health systems being “full” might be hiding deeper risks, from missed opportunities to stalled innovation. Plus: we talk about Walgreens' latest restructuring, and the rise of fractional CMOs. Tune in now.

Read our blog, "You're Full, But Are You Growing?" here.

Subscribe to The No Normal Rewind, our newsletter featuring a mashup of the boldest ideas, sharpest takes, and most rewind-worthy moments from our podcast — right here.