The No Normal Show by BPD

In this episode of The No Normal Show, hosts Stephanie Wierwille and Desirée Duncan reflect on the themes shaping healthcare marketing at the mid-year mark. They dig into the rise of vibe marketing, why video continues to dominate, and how internal communications is becoming mission-critical for both employee and patient retention. It’s a candid pulse check on what’s real, what’s changing, and what healthcare marketers should be paying attention to right 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.

Stephanie and Desirée discuss the real story behind Google’s new AI Overviews—and what it means for healthcare marketers. Are websites still worth it? Is SEO over? And how do you stay visible when search engines are rewriting the rules? Along the way, they dig into what Apple’s AI reveal signals, what OpenAI’s latest moves mean for marketers, and why the old-school idea of “advertising” is quickly evolving. It’s a fast, fun ride through the future of search, strategy, and staying relevant in the age of AI.

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.

Author and podcast host Scott Galloway says brand is dead—and a lot of marketers are in a frenzy because of it. In this episode of The No Normal Show, Stephanie, Chris, and Desirée dig into the viral debate and unpack what “brand” really means in today’s world—especially in healthcare. Spoiler alert: it’s not all about logos and ad spend, and no, it’s definitely not dead. The team breaks down Oura Ring’s bold “Give Us the Finger” campaign and how it flips conventional narratives about aging, health, and wearable tech. Tune in as we separate hype from reality, marketing myths from strategy, and help you rethink how brand still drives value in 2025 and beyond.

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.

Author and podcast host Scott Galloway says brand is dead—and a lot of marketers are in a frenzy because of it. In this episode of The No Normal Show, Stephanie, Chris, and Desirée dig into the viral debate and unpack what “brand” really means in today’s world—especially in healthcare. Spoiler alert: it’s not all about logos and ad spend, and no, it’s definitely not dead. The team breaks down Oura Ring’s bold “Give Us the Finger” campaign and how it flips conventional narratives about aging, health, and wearable tech. Tune in as we separate hype from reality, marketing myths from strategy, and help you rethink how brand still drives value in 2025 and beyond.

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.

On this episode of The No Normal Show, we jump headfirst into HBO Max’s brand whiplash and why identity confusion can be a slow burn for brand trust. Leaning into the theme of brand reputation with our new TheFuture of the CMO report in hand, Desirée, Chris, and Chief Communications Officer at BPD, Ryan Colaianni, highlight what it means to be a healthcare CMO’s in 2025.

Should CMOs stay in their marketing lane, or take the comms wheel and drive reputation, strategy, and even policy influence? The team gets into the tension between doing more and doing it well—and why the structure of the CMO’s team might be the real power play. This episode is your roadmap to relevance. Tune in now.

Download our latest report, The Future of the CMO.

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.

YouTube is transforming into a streaming powerhouse and the Chief Marketing Officer role is evolving. This episode of The No Normal Show explores the quiet, but powerful, shifts shaping healthcare marketing today.

Stephanie and Desirée discuss how the focus of marketing is moving beyond traditional brand buzz and viral moments—and toward something more enduring: influence through community, trust, and relevance. They reflect on how SHIFT Nursing, a collaboration between BPD and the Robert Wood Johnson Foundation, built momentum beyond traditional campaigning by helping real nurse leaders drive conversation and change from the inside out. While mass reach can still drive broad impact, meaningful influence is increasingly coming from smaller, trusted circles—where the right voices carry the message forward.

If you're rethinking how to measure success, or how to create marketing that sticks, this episode offers insights into the power of storytelling, specificity, and shared ownership.

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.

"The boring spot in healthcare is taken," says Nicole Baxter, Chief Brand Officer at HCA Healthcare. She shows up every day with bold brand ideas that move healthcare beyond the sea of sameness. We sat down with Nicole for a candid, high-energy conversation on what it takes to build a great brand from the inside-out.

Nicole shares her career story from Canadian roots to becoming one of the most visionary brand voices in the industry. She shares how brands like Snoop Dogg, the WNBA, and even Wonder Bread shape her thinking—and why innovation, risk-taking, and emotional relevance are non-negotiables in today’s healthcare landscape.

From internal engagement to external impact, Nicole reminds us why listening deeply, leading with empathy, and saying “yes” to crazy ideas might be the best branding strategy of all.

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.

In this episode of The No Normal Show, Desiree Duncan and Chris Bevolo highlight the cultural crossfire brands are navigating today. From Nike’s controversial “Never Again” billboard to NYU Langone’s controversial Super Bowl ad, they explore how even well-intentioned moves can result in backlash in a world of unapologetic commentary and hypersensitive audiences. Fresh from his recent Becker’s and HMPS panels to duo recap conference trends and topics — highlighting AI disruption and the marketing ROI challenge that just won’t go away. For healthcare marketers trying to lead bold while avoiding missteps, this episode is for you.

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.

Mass media is going in a different direction. Livestreams from Beyoncé’s Cowboy Carter tour didn’t come from networks—they came from fans, forming a holistic approach to community engagement. In this episode of The No Normal Show, Desirée, Stephanie, and guest Mario Nichols, producer of The No Normal Show, unpack the shift happening in media, influence, and consumer trust. This episode digs into fan-powered content, the White House pushing AI into public education, and the transformation of mass media. Niche creators and everyday voices are now shaping public opinion. So, how can your brand level up?

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.

Gen Z is ditching smartphones, digital clutter, and nonstop notifications in favor of a simpler, more nostalgic life—and brands need to pay attention. In this episode of the No Normal Show, Stephanie, Desirée, and Chris unpack the rise of "digital minimalism" (or Digman, if you dare) and what it signals for marketers trying to stay culturally relevant. Plus, they connect the dots between Kendrick Lamar's culture-defining moments, Gatorade's newest campaign win, and Meta’s latest monopoly drama. Ready to rethink your marketing strategy for a world that’s tired of the scroll? 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.

Our new white paper, The Future of the CMO, is now available! Download our latest report here.