Health Marketing Collective By cover art

Health Marketing Collective

By: Inprela Communications
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  • Summary

  • Welcome to the Health Marketing Collective, where we’re tackling issues at the intersection of health marketing leadership and brand-building excellence. By bringing together top minds in marketing, we’re creating a space for candid conversations that have the power to shape the future of healthcare. This is a place where healthcare marketing leaders share success stories and inspire others to leverage the power of storytelling to drive positive change and propel their businesses forward. We believe storytelling can change the status quo–and we’ve seen it happen. Sara Payne, the president and chief healthcare strategist at Inprela Communications, hosts the show, bringing more than 20 years of experience navigating the complex healthcare landscape. A trusted partner to many executives and chief marketing officers, she and her team have helped companies build campaigns that break through the noise, create movements, and establish brands as leading voices in the industry. But we’re just getting started. The Health Marketing Collective aims to broaden the spotlight, highlighting great people who are leading life-changing, brand-building campaigns. We’re handing over the mic and inviting thought leaders to share their own stories of removing hurdles to fulfill the health industry’s true potential. Tune in every other Wednesday for new episodes featuring prolific leaders and marketing experts, engaging in thought-provoking conversations (and a few laughs) about: Brand-building in the healthcare space How to become a leading voice in the industry Methods for changing consumer behavior Public relations, content creation, social media, and marketing for health-focused companies How to drive your company forward through issues-based storytelling
    Copyright 2024 Inprela Communications
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Episodes
  • The Strategic Edge: Elevating Marketing’s Value to the C-Suite

    The Strategic Edge: Elevating Marketing’s Value to the C-Suite
    Jul 10 2024

    Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence.

    In today’s episode, we have a thought-provoking conversation with Mary Rapaport, a strategic thinking coach who specializes in B2B marketing transformation.She is here to share her insights on the importance of strategic thinking in marketing, especially in challenging times, and how it plays a crucial role in achieving long-term organizational goals.

    Mary discusses the common misconception that companies can operate without strategic roles during tough economic periods and explains why it is critical for leaders and teams to prioritize strategic thinking. She shares insights on how marketing teams can develop credibility with the executive suite by cultivating strategic skills, and how this can turn the marketing department into trusted advisers.

    Additionally, Mary offers valuable advice for women in marketing, stressing the importance of strategic thinking to be taken seriously and advance into leadership roles. We also discuss the profound impact of AI on the workforce and job satisfaction, and why organizations need to empower employees to think strategically.

    Join us as we explore practical ways to foster a strategic mindset at every organizational level, the necessity of intentional development, and how to coach strategic thinking within teams.

    Mary also shares her top professional development tips and book recommendations that have influenced her career, making this episode a must-listen for those looking to hone their strategic thinking abilities.

    Thank you for listening to the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it.

    Key Takeaways:

    1. The Importance of Strategic Thinking: Mary Rapaport emphasizes that strategic thinking is vital, especially during tough times. Organizations often fall into the trap of believing they can do without strategic roles during recessions. However, strategic thinking provides the necessary innovation and long-term planning that can lead organizations through challenging periods successfully.

    2. Cultivating Credibility: Developing strategic thinking within marketing teams ensures credibility with the executive suite. This allows marketing departments to be seen as integral partners in achieving organizational goals, effectively turning them into trusted advisers to leadership.

    3. Empowering Women in Marketing: Strategic thinking is essential for women in marketing roles to be viewed seriously and to pave their way into leadership positions. Mary outlines how cultivating strategic skills can make a significant impact on career advancement.

    4. Strategic Thinking in the AI Era: As AI continues to reshape the workforce, the ability to think strategically becomes ever more critical. Mary and Sara discuss how organizations can leverage AI to maximize strengths and minimize weaknesses while ensuring employees remain engaged and satisfied.

    5. Practical Development Tips: Mary shares practical ways for marketing leaders to foster strategic thinking, including stretch assignments, modeling strategic behavior, debriefing sessions, and coaching the strategic muscle. She also recommends the books "Think like a Freak" and "Think and Grow Rich" for further professional development.

    Join us next week as we continue to explore the intersection of strong leadership and marketing excellence in the healthcare industry. Don’t forget to subscribe to the Health Marketing Collective to stay updated on future episodes.
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    37 mins
  • The Value of Marketing: A Venture Capitalist’s Perspective

    The Value of Marketing: A Venture Capitalist’s Perspective
    Jun 26 2024
    Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, we are thrilled to have L. Jasmine Kim, a distinguished marketing executive and investor, joining us to share invaluable insights from her venture capital perspective. As a specialist in accelerating growth for health and digital technology companies, Jasmine's expertise is a treasure trove for anyone looking to elevate their marketing strategies. In this episode, Jasmine Kim shares her insights on the landscape of health marketing, emphasizing the increasing trend of marketers stepping into revenue-driving and general management roles. She sheds light on her listening tour findings, pinpointing the pressing needs of boards today—ranging from innovative thinking and diversified business expansion to comprehensive digital and AI integration. Sara and Jasmine discuss the courage and adaptability required in today's marketing leaders to embrace digital transformation and AI. Jasmine passionately talks about the critical role of showing ROI and investing in the future equity of a brand, stressing the necessity to focus on both short-term user growth and long-term brand loyalty. Moreover, Jasmine emphasizes the significance of building long-term brand equity by accompanying customers throughout their journey, fostering advocacy, and effectively managing customer acquisition costs. She also touches upon the changing consumer behavior dynamics over the past two decades, highlighting the need for multi-channel engagement and numerous touchpoints to sway consumer decisions. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The insights from leading marketing experts like Jasmine Kim are essential as we navigate the future of healthcare marketing together. Key Takeaways: 1. Marketers as Revenue Drivers: Jasmine discusses the growing trend of marketers taking on roles with direct revenue responsibilities and general management duties. This shift underscores the evolving importance of marketing in driving business growth and strategic decisions. 2. Digital & AI Integration: The episode identifies the pressing demands for incorporating digital and AI solutions in marketing strategies. Jasmine points out that embracing these technologies is crucial for innovation, market engagement, and maintaining a competitive edge. 3. Building Long-Term Brand Equity: Focusing on the customer journey is vital for building sustainable brand loyalty. Jasmine stresses the importance of understanding customer pain points, creating advocacy, and decreasing customer acquisition costs through consistent, high-quality interactions. 4. Changing Consumer Behavior: Consumer interactions before making purchase decisions have increased significantly. Jasmine highlights the necessity for multiple touchpoints and diverse platform engagement to meet consumers where they are, reflecting the need for a multi-faceted approach in modern marketing. 5. Mix of Art and Science in Marketing: Jasmine advocates for a balanced approach combining emotional intelligence and analytical precision. Understanding human biases and emotional aspects, alongside using mathematical and scientific tools, can create a comprehensive and effective marketing strategy. Join us as we continue to explore the intersection of healthcare and marketing, where every conversation brings us closer to excellence. Subscribe to the Health Marketing Collective and stay connected with industry leaders shaping the future. [embed]https://youtu.be/7M2EWBr2LEs[/embed]
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    39 mins
  • Leveraging Partnerships to Fuel Industry Change

    Leveraging Partnerships to Fuel Industry Change
    Jun 12 2024
    Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, Sara Payne sits down with Frank Jaskulke, Vice President of Innovation at Medical Alley. With 20 years of experience in fostering collaboration within the healthcare industry, Frank is here to share his insights on building a culture of innovation and the importance of cross-sector partnerships. Medical Alley was founded with a mission to keep the community at the forefront of health innovation, positioning the industry to be the best on earth. Frank emphasizes the necessity of viewing competition and collaboration not as opposites but as interconnected elements of a sophisticated and flourishing ecosystem. He discusses how technology can serve as a bridge between differing sectors and highlights the essential role of empathy in fostering successful partnerships. Sara and Frank share several high-profile examples of both successful and failed collaborations in healthcare, examining what factors contributed to their outcomes. Through these stories, Frank underscores the importance of taking calculated risks and budgeting for these innovations, all while ensuring alignment with an organization’s mission and purposes. In this episode, Frank shares examples from his own career, including legislative successes and groundbreaking collaborations that have had a significant impact on healthcare. He also offers valuable advice for staying ahead of market changes and trends in an industry that is constantly evolving. 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. The Power of Collaboration: Frank Jaskulke explains why collaboration is vital in healthcare, emphasizing a mindset of abundance over scarcity. Strong, cross-sector partnerships, particularly between healthcare and technology, are key to driving innovation and addressing industry challenges. 2. Budgeting and Calculated Risks: Innovation necessitates risk. Frank stresses the importance of budgeting for risk and ensuring organizational buy-in before pursuing innovative ventures. This strategic approach ties back to an organization’s core mission, leading to more effective and purpose-driven innovations. 3. Failed and Successful Collaborations: Learning from the past is essential. Frank discusses notable examples of both failed (like Haven) and successful (like DOCSI and triValence) collaborations, drawing lessons that can guide future partnerships in the healthcare sector. 4. Staying Ahead of Trends: Engaging with industry professionals and maintaining a startup mentality are crucial for staying ahead of market changes. Frank highlights trends like the increased executive activity on LinkedIn and the shift towards digital health as pivotal movements shaping the future of healthcare. 5. Cultural Change and Preventive Medicine: Shifting from a reactive to a proactive healthcare system focused on preventive medicine is critical. Frank and Sara discuss the cultural changes needed to prioritize prevention and wellness, illustrating how incentivizing organizations and changing public behavior can lead to a healthier society. [embed]https://youtu.be/-7f6ErhZXDk[/embed] About Frank Jaskulke Frank is the VP of Innovation at Medical Alley where he leads startup, international, and corporate innovation efforts to ensure the Medical Alley community is the epicenter of health innovation and care. www.medicalalley.org www.linkedin.com/in/frankjaskulke/
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    34 mins
Management Marketing Economics
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