Large Company Healthcare Marketing Challenges and the Value of a Virtual Production Studio

Vendors Do Not Need More Leads. They Need a Go-To-Market Operating System

Are you tired of your sales team complaining they were not invited to pitch a major deal? The problem usually points to a broken go to market strategy and a leaky customer retention bucket. Swaay.Health sat down with Alan Gonsenhauser, founder and CEO of Demand Revenue, to unpack his eight pillar go to market operating system. Gonsenhauser details exactly why fixing customer churn must happen before pouring money into demand generation and how true internal alignment drives sustainable revenue. Marketers will learn how to build an ideal customer profile based on data and why brand building is actually a boardroom issue.

Translators, Prompt Hacks, and How to Survive as a Solo Marketer

The temptation to let AI do all the heavy lifting is incredibly high when you are a solo marketer. But relying on quick prompts yields empty-calorie content that your audience will ignore. To truly move the needle, solo marketers need to stop trying to be a content factory and start behaving like a knowledge translator. Swaay.Health sat down with Jennifer Lazarz, Director of Marketing at Medical Informatics Corp, to discuss how to survive and thrive as a solo marketer. She shares how smart boundaries and a clear focus on quality can help marketers navigate an automated landscape without losing their creative voice.

Why Your Healthcare Website Might Soon Be Invisible (And How to Fix It)

Patients are already skipping your beautifully designed website navigation to ask AI directly for healthcare answers. If your digital front door isn't rebuilt for conversational search, your content might as well not exist. Adeline Ashley from Sitecore sat down with Swaay.Health to discuss the reality of AI in healthcare search. She breaks down the core concepts from her new book, “The Agentic Loop: How Humans and AI Build Experiences That Can Learn”, and explains why marketers must change focus to designing experiences that AI agents can read and learn from. She shares a framework you can use to keep your brand visible and avoid the trap of setting and forgetting your tech deployments.

Stop Marketing Like B2B SaaS: Why Healthcare Should Follow the Aerospace Playbook

Healthcare and the aerospace industry share a lot more airspace than you might think. We always hear about the regulations and the high stakes. What happens when you look at how these massive industries handle marketing? Swaay.Health sat down with Wayne Barringer, CEO of Jaro Group. Barringer spent years working in the communications and creative teams at Boeing and now consults in healthcare. He breaks down why finite markets force a shift from lead generation to deep sales support. He also explains how infrastructure lock-in dictates the buying committee. Barringer shares why marketing teams need to stop saying yes to every sales request and start helping their business partners think.

When AI Lies Louder, Trust Matters More

As AI-powered search tools become the first stop for healthcare buyers, patients, and caregivers, the rules of discoverability are changing. People aren’t searching for links anymore. They’re searching for answers. That shift has major implications for healthcare marketers, communicators, and PR professionals who have spent years optimizing websites, building thought leadership programs, and earning media coverage. In a recent conversation, I sat down with Ivan Ruiz [https://www.linkedin.com/in/ivanruizdesign/], Partner of Integrated Strategy, Health & Business Development at FINN Partners [https://www.finnpartners.com/], to discuss how AI is reshaping content discovery, why trust is becoming the most valuable currency online, and what healthcare organizations need to do now to ensure credible voices rise above the noise. THE BIG TAKEAWAYS * AI favors answers, not websites. * Earned media fuels trust. * Visibility requires more than SEO. * Content needs structure and depth. * Experts must sound more human. * Trust wins in the AI era. * Gated content may be holding you back. AI DOESN’T SURFACE LINKS. IT SURFACES ANSWERS. For years, healthcare marketers focused on helping people find content. Today’s large language models (LLMs) are increasingly bypassing that step entirely. Patients and healthcare consumers are asking conversational questions and receiving direct responses from AI tools like ChatGPT, Gemini, Claude, and Perplexity. As Ivan noted during our conversation, these systems meet people where they are, responding in the same natural language they use to ask questions. That means brands must rethink how they create content and start answering real-world questions the way real people ask them. EARNED MEDIA IS BECOMING A TRUST SIGNAL If AI is the new gatekeeper, earned media is becoming one of its most important trust signals. LLMs pull information from across the web, but they tend to place greater weight on credible sources, expert voices, and reputable publications. Ivan and I touched on how healthcare PR now serves as a critical filter for truth. Media coverage featuring respected clinicians, researchers, and executives helps establish authority and increases the likelihood that trusted information is surfaced when people seek answers online. VISIBILITY REQUIRES MORE THAN SEO Many organizations assume strong SEO automatically translates into AI visibility. Increasingly, that’s not the case. One of the first recommendations Ivan told me that he recommends to his clients is conducting an AI visibility audit. He told me that organizations are often surprised to discover they have little to no presence across major LLMs despite ranking well in traditional search. The reason is simple: AI systems reward expertise, depth, authority, and relevance, not just keywords. STRUCTURED CONTENT WINS Another key shift is how content is organized. Healthcare marketers have long been trained to create concise web copy, but AI systems are looking for both clarity and depth. Ivan recommends structuring content with clear headlines, summaries, and easy-to-scan formats while also providing deeper layers of information for those who want to explore further. His advice? Every page should have a “double click.” A visitor should be able to quickly understand the basics and then access richer, more authoritative content beneath the surface. TRUST STARTS WITH HUMAN VOICES Perhaps the most important takeaway from the discussion was the need to elevate expert voices. Whether it’s medical leaders, researchers, executives, or clinicians, organizations need to help their experts communicate in ways that are approachable and conversational. Patients don’t want a 75-page PDF. They want someone to explain a complex issue in language they can understand. As AI continues to reshape healthcare information discovery, the organizations that build trust through authentic expertise, accessible content, and credible earned media will be the ones that stand out. Learn more and connect with the FINN Partners team: * Ivan Ruiz: ivan.ruiz@finnpartners.com [ivan.ruiz@finnpartners.com] * Andrea Delafield: andrea.delafield@finnpartners.com [andrea.delafield@finnpartners.com] * FINN Partners: www.finnpartners.com [http://www.finnpartners.com/]