Health Marketing Collective

The Most Expensive 20 Minutes in Marketing

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, Sara Payne is joined by Emily Hansen, Senior Director of Market Development at Axogen, a leader in surgical innovation for peripheral nerve repair. Together, they dive deep into the art of storytelling as a leadership tool–not just as a tactic for campaigns, but as a means of inspiring belief, forging emotional connections, and moving both sales teams and executives to action in healthcare organizations. They open with a familiar scenario for any marketing leader: a national sales meeting where, despite sound strategies and robust data, audience engagement quickly fades. Emily unpacks why so many critical “big moments” fall flat and shares how she revitalized her own approach to presentations, receiving remarkable feedback from both executives and sales colleagues. The conversation covers concrete strategies for crafting presentations that connect, the power of emotional resonance, and the often-overlooked step of enabling others in the organization, whether sales or clinicians, to spread that same powerful narrative. Emily also offers a behind-the-scenes look at how sharing real human stories, especially those rooted in emotional patient testimonials, can ignite cultural change and unleash advocacy across an entire organization. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. KEY TAKEAWAYS 1. Storytelling as a Leadership Tool Emily Hansen emphasizes that storytelling in presentations, especially at high-stakes meetings, should go far beyond sharing numbers and priorities. The magic happens when marketing leaders approach presentations as opportunities to create belief and emotional affinity, not just disseminate information (00:49, 03:14). Slides are not the story; the narrative and connection are. 2. Start with the Audience, Not the Slides One of the biggest pitfalls leaders face is defaulting to repurposed slides and crowded decks, which drains energy and loses engagement. Emily advocates beginning with a blank page, writing out the narrative first (even scripting key points), and ruthlessly editing down to what truly resonates. Slides should only serve as a visual accent to the story, never as the centerpiece (04:34, 05:19). 3. Create Emotional Resonance for Impact The most memorable presentations Emily delivered focused on eliciting genuine emotion by sharing human-centered patient stories and testimonials. These stories cut through data fatigue and leave lasting impressions, often prompting colleagues to share personal connections and become advocates themselves (19:15, 20:39). Emotional resonance is not at odds with credibility it’s essential to it. 4. Inspire, Don’t Instruct Many presenters mistakenly approach big stages as teaching moments, stuffed with data and bullet points. Emily suggests that real change and alignment come from inspiring people and constructing an experience, not just delivering information. The goal is to move people to action in their own best interest, whether they’re in sales, operations, or clinical practice (10:32, 11:17). 5. Enable the Message to Travel Storytelling doesn’t end when the presentation is over. Emily describes the ripple effect of hearing her narrative and messaging echoed back by sales colleagues and even clinicians, equipping others to connect with patients and stakeholders more powerfully (27:10, 27:41). The true measure of impact is seeing those messages passed along and adapted, proof that the story is taking root in the organizational culture. Thank you for tuning in to the Health Marketing Collective, where storytelling becomes a catalyst for organizational change and marketing excellence. Mentioned in this episode: Health Marketing Collective is Powered by Inprela The Health Marketing Collective is powered by Inprela: a communications firm built for health brands determined to lead, not follow. We partner with marketing innovators who aren't just chasing attention—they're building movements. Connect with the audiences shaping the future of care and lead the conversations that move your market. Ready to rise above the noise? Visit inprela.com. Let's create something that moves the market. Inprela Communications [https://health-marketing.captivate.fm/inprela]

Trust Is Built in Experience, Not Messaging

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today's episode, we delve into the barriers to technology adoption among older, higher-risk populations and how innovative companies are reframing the narrative around “tech hesitancy” in healthcare. Joining us is Harry DiFrancesco, CEO and co-founder of Carda Health, who brings real-world insights from building virtual cardiac and pulmonary rehab programs designed to meet patients where they are, especially those traditionally underserved by hospital-based care. After caring for his own parents and seeing firsthand the challenges of accessing rehabilitation in rural America, Harry founded Carda Health with a personal mission: to make advanced, supportive care available at home for those who need it most. In a landscape awash in new technology and AI-driven solutions, Harry DiFrancesco argues that trust more than tools or tactics is the critical factor for patient engagement and health outcomes. In this conversation, Sara and Harry unpack common misconceptions about seniors and technology, discuss the real sources of adoption friction (it’s not what most people think), and share best practices for designing tech-enabled healthcare that earns genuine trust. They also explore the right and wrong ways to leverage AI in healthcare, emphasizing that technology must enhance value and human connection to truly succeed. Thank you for joining the Health Marketing Collective, where we explore the leadership and marketing strategies shaping the future of healthcare. Key Takeaways: 1. Challenging the "Tech Hesitant Senior" Narrative: Harry DiFrancesco pushes back against the widespread assumption that older adults simply can’t or won’t use technology. Instead, he highlights that tens of thousands of seniors engage daily with Carda Health’s virtual rehab solutions, proving it’s a matter of design and support not innate reluctance. The true barrier is that most tech is built for younger users, not that older users lack the capability or willingness. 2. Designing With Empathy and Intentionality: Success with older populations requires adapting design choices to meet their needs: larger fonts, simple navigation, and reducing unnecessary complexity (like having apps pre-downloaded and minimizing device setup). Harry DiFrancesco emphasizes listening to end-users, removing friction, and maintaining a deeply empathetic mindset leveraging staff who are trained to step in and help when human intervention is needed to overcome anxiety or confusion. 3. Trust Is Earned Through Value and Transparency: Trust, especially in healthcare, hinges on communicating clear, relatable value and maintaining transparency, particularly around costs. Carda Health works to advocate for fee waivers, proactively communicates about copays, and offers price estimates upfront, knowing that unexpected bills quickly erode confidence and engagement. Brands must ensure their users feel informed and see immediate benefits from participation. 4. AI as an Efficiency Layer (Not a Replacement for Care): Harry shares a realistic perspective on AI in health: it should support clinicians, improve efficiency, and free up time for meaningful patient relationships not replace human care. He critiques Silicon Valley’s fear-driven AI messaging, suggesting it breeds mistrust. At Carda Health, AI is used for device monitoring, automating coverage decisions, and relieving clinicians of administrative burdens, enabling them to focus on patient connection. 5. A “Locus of Control” Mindset Drives Adoption: Rather than blaming patients for non-adoption, Harry advocates for companies to internalize what they can change about their own products and processes to remove barriers. The fundamental adoption driver isn’t age or skepticism; it's whether the product delivers more value than friction. Companies that actively seek out, understand, and refine the factors contributing to user anxiety or hesitation can win trust and long-term engagement. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Mentioned in this episode: Health Marketing Collective is Powered by Inprela The Health Marketing Collective is powered by Inprela: a communications firm built for health brands determined to lead, not follow. We partner with marketing innovators who aren't just chasing attention—they're building movements. Connect with the audiences shaping the future of care and lead the conversations that move your market. Ready to rise above the noise? Visit inprela.com. Let's create something that moves the market. Inprela Communications [https://health-marketing.captivate.fm/inprela]

Behind the Scenes of HLTH 2026: Secrets to a Winning Speaker Submission

On today’s special episode, we’re revisiting one of our audience favorites: a candid conversation with Jody Tropeano Greene, Head of Content at HLTH. In light of the Call for Speakers opening for HLTH 2026, this episode is especially timely and an absolute must-listen for anyone hoping to make it onto the stage next year. As the architect of HLTH Conference content and the person reviewing every speaker application, Jody provides an insider’s look at what truly sets successful submissions apart from the rest. She dives deep into why most applications fail, the elevated standards expected for 2026, and how this year’s “Age of Intelligent Healthcare” theme is shaping the agenda. Get ready for practical, actionable advice on crafting a compelling submission, understanding what leadership looks like in this new era of healthcare, and why authentic, bold, and sometimes controversial perspectives are more important than ever. We also explore this year’s key content pillars, new session formats designed to spark real conversations, and what it means to move beyond the safe and surface-level to offer proof, candor, and substance. Whether you’re a longtime attendee, a first-time applicant, or a health tech innovator seeking a bigger platform, Jody’s advice could be the difference-maker for your application. Key Takeaways: 1. Authenticity and Boldness Are Essential: Jody emphasizes that the most successful speaker submissions are those that present a strong, candid point of view and avoid overly-polished or safe talking points. It’s not what your company does, but what you stand for as a leader that will get you selected. Submissions that read like corporate pitches are quickly passed over in favor of those that offer truth, leadership, and even a bit of controversy. 2. Theme Focus: The Age of Intelligent Healthcare: The 2026 HLTH conference raises the bar by demanding real-world, proof-driven insights around AI’s tangible impact on health outcomes. The agenda is intentionally designed around major industry challenges, including the aging population, advances (and unknowns) surrounding GLP1s, and under-discussed dimensions of women’s health. Flexibility in the program ensures Health spotlights what’s truly timely and relevant. 3. Diverse Voices and Fresh Perspectives Wanted: Underrepresented and unconventional perspectives are highly valued, from recently-departed government officials ready to speak candidly, to founders and clinicians with the courage to take a stand. Unique backgrounds even from outside of healthcare are prized for the fresh thinking they bring. 4. Session Formats Are Evolving: HLTH is moving beyond standard panels towards dynamic formats like the “challenge arena,” where leaders solve real attendee-submitted problems live on stage, and “power panels” that push speakers to address big existential questions with direct, sometimes opposing takes. The goal: foster candid discussion and real solutions, not just polite agreement. 5. Preparation and Persistence Matter: Besides strong applications, a visible, authentic digital presence (especially on LinkedIn) can help demonstrate you’re stage-ready even if you’re a newer voice. If you don’t get selected, attending the conference, engaging in year-round community activities, and learning from top speakers will strengthen future applications. Past and ongoing engagement with Health also plays a role in tie-breaker decisions for speaker selection. Thank you for joining the Health Marketing Collective. Don’t miss your chance to apply for a spot at HLTH 2026. Be bold. Be authentic. The future of healthcare and who gets to shape it depends on you. Mentioned in this episode: Health Marketing Collective is Powered by Inprela The Health Marketing Collective is powered by Inprela: a communications firm built for health brands determined to lead, not follow. We partner with marketing innovators who aren't just chasing attention—they're building movements. Connect with the audiences shaping the future of care and lead the conversations that move your market. Ready to rise above the noise? Visit inprela.com. Let's create something that moves the market. Inprela Communications [https://health-marketing.captivate.fm/inprela]

Marketing Under Pressure: 8 Hot Takes on Leadership, AI & Authority

On today’s episode, Sara Payne welcomes back Jennifer Hovelsrud, a seasoned leader in enterprise content marketing with over 20 years of experience across both large enterprises and high-growth startups. Together, they shake up the usual format with a dynamic exchange of marketing “hot takes,” diving deep into the challenges, tensions, and timely debates that senior marketing leaders are navigating in 2024. Jen and Sara tackle everything from measurement pitfalls and the evolving role of content, to how AI is reshaping brand publishing, thought leadership, brand relevance, and marketing’s seat at the business strategy table. Instead of a structured interview, the show adopts a lively trust-fall approach, surfacing candid opinions and sparking spirited debate to uncover new insights for leaders in health marketing. We hear firsthand how dashboards and metrics can become noise without a strategic lens, why brands must rethink their role as publishers in the wake of fragmented media, and how the phrase “thought leadership” has lost much of its power. The conversation also explores the new challenges of corporate statements on social issues, the friction between compliance and speed, and the dramatic shifts in brand strategy as AI exposes bland and inauthentic marketing. Ultimately, Sara and Jen remind us that marketing leadership is about navigating change, making tough trade-offs, and protecting trust, relevance, and authenticity in health care. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: 1. Measurement vs. Impact: Most Dashboards Are Motion, Not Meaning: Sara and Jen agree that today’s marketing dashboards tend to track activity impressions, downloads, engagement rates but often fail to measure true impact, such as shifts in brand perception, trust, or influence (01:54). Leading indicators and metrics are valuable, but they must be strategically aligned and connected to business outcomes rather than mere busyness or noise (02:10). 2. Brands as Publishers: Filling the Media Gap, Authentically: With traditional media fragmented and underinvested, Sara and Jen discuss how corporations must step in as publishers, providing educational and point-of-view content rather than just marketing to compete for visibility in a world shaped by AI-powered search (08:25). Success in this area will require serious auditing, new content templates, and a clear shift from promotional messaging to genuine value and instruction (13:36). 3. Thought Leadership: The Phrase Has Lost Its Punch: Sara raises the provocative question of whether “thought leadership” has become watered down, simply a catch-all for content without genuine leadership or a distinct point of view (15:03). Both speakers admit to overusing the term for internal buy-in, but call for raising the bar: true thought leadership must influence how people think and act, rather than just fill digital real estate (15:47). 4. Marketing’s Strategic Seat: From Support to Shaping Business: Instead of simply reflecting business strategy, marketing must proactively shape it. Jen argues that marketing and communications leaders need to be at the table, influencing organizational direction, business goals, and customer experience, especially as trust and education become market drivers (29:32). The shifting environment demands a new appreciation for marketing’s role as a business advisor not just a sales enabler (31:32). 5. AI and Brand Authenticity: The New Imperative for Human Content: Sara and Jen agree that AI will force brands to become more distinct and human (35:06). Rather than replace great marketing, AI exposes generic, bland strategies making authenticity, opinionated viewpoints, and clear values the competitive edge. Brand investment, particularly upper-funnel initiatives focused on trust and perception, is poised to become even more important, but only when paired with real consistency and experience (37:45), as customers judge brands by lived interactions, not just polished branding. The episode ends with a common thread: today’s health marketing leaders are navigating change, trade-offs, and new demands for authenticity and relevance. What leaders choose to fund, say, and risk will shape trust and market impact and in the coming months, these debates may evolve even faster. Stay tuned, and thank you for being part of the Health Marketing Collective. Mentioned in this episode: Health Marketing Collective is Powered by Inprela The Health Marketing Collective is powered by Inprela: a communications firm built for health brands determined to lead, not follow. We partner with marketing innovators who aren't just chasing attention—they're building movements. Connect with the audiences shaping the future of care and lead the conversations that move your market. Ready to rise above the noise? Visit inprela.com. Let's create something that moves the market. Inprela Communications [https://health-marketing.captivate.fm/inprela]

Why Storytelling Is the Super Skill of the AI Age, With Joe Lazer

Today’s episode dives into one of the most pressing topics in marketing and leadership today: the impact of AI on the creative and marketing professions, and why storytelling is more essential than ever. Host Sara Payne is joined by Joe Lazer, Chief Marketing Officer at Pepper and author of the new book, Super Skill: Why Storytelling is the Superpower of the AI Age. Joe’s work has been featured in outlets including Fast Company, Forbes, Adweek, and Digiday, and he brings firsthand experience navigating the seismic shifts in content creation caused by generative AI. In this lively and insightful conversation, Sara and Joe tackle head-on the anxieties marketing leaders feel about AI. From the moment ChatGPT launched, writers, marketers, and creatives everywhere asked if their jobs would soon disappear. But Joe flips that narrative on its head. Drawing on neuroscience, evolutionary history, and today’s marketing trends, he argues that the uniquely human skill of storytelling is not just irreplaceable but actually more valuable than ever in an AI-powered world. The episode explores why trust and authenticity are emerging as the most scarce and important resources as AI-generated “slop” floods the web, and why people increasingly connect with brands through real, vulnerable stories told by actual humans. Joe lays out the case for building a “creator culture” within organizations, where brand’s people, not just their logos, are the new engines of marketing excellence. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare (and marketing!) depends on it. Key Takeaways: 1. Storytelling Is a Superpower in the Age of AI: When AI drives the cost of mediocre content to zero, only truly human, deeply authentic stories will break through. Speaker A explains that the value of real storytelling will rise not fall as AI-generated content proliferates. Storytelling’s roots in human experience, emotion, and connection simply can’t be faked by algorithms, and this advantage is backed by neuroscience and evolutionary biology. 2. Trust is the Ultimate Competitive Advantage: As AI blurs the line between truth and fiction online, trust not just content becomes the real scarce commodity. Sharing authentic stories, especially those rooted in vulnerability, remains the fastest way humans build trust. Speaker A notes that storytelling triggers biologically-embedded mechanisms, such as the release of oxytocin, that foster empathy and genuine human connection. 3. The Age of Institutional Brand-Building is Over. Welcome to the Creator Economy: Authority is rapidly shifting from institutions to identifiable individuals. The most engaging content now comes from real people, executives or employees whose stories mirror the values and challenges of their audiences. Social algorithms heavily favor posts from individuals over faceless organizations, driving engagement and conversions exponentially higher. 4. Vulnerability is Powerful Even (and Especially) on Professional Platforms: The “dinner party from hell” experience on LinkedIn, saturated with self-congratulatory “success” stories, only highlights what most brands and professionals get wrong. The real connection (and effective leadership) comes from embracing vulnerable, honest storytelling about hardship, growth, failures, and real life. This not only opens the door for others to reciprocate but forges genuine relationships and opportunities for help and collaboration. 5. Storytelling is a Habit And It’s Everyone’s Job: Speaker A insists storytelling shouldn’t be considered a niche or “soft” marketing skill, but a daily discipline and core competency for everyone, from the boardroom to the front lines. He encourages companies to actively nurture storytelling talent, train staff across roles, and build creator rosters. Building the daily habit of sharing stories offline and online hones the muscle of communication, empathy, and innovation, driving leadership and marketing excellence in the rapidly-evolving, AI-laden landscape. If today’s conversation resonated with you, we encourage you to check out Joe’s new book, Super Skill: Why Storytelling is the Superpower of the AI Age. Thank you for listening to the Health Marketing Collective, where strong leadership meets marketing excellence. See you next time! Mentioned in this episode: Health Marketing Collective is Powered by Inprela The Health Marketing Collective is powered by Inprela: a communications firm built for health brands determined to lead, not follow. We partner with marketing innovators who aren't just chasing attention—they're building movements. Connect with the audiences shaping the future of care and lead the conversations that move your market. Ready to rise above the noise? Visit inprela.com. Let's create something that moves the market. Inprela Communications [https://health-marketing.captivate.fm/inprela]