A Brave New Podcast

Josh Dougherty
  • 5.0 (10)
  • Marketing
  • Updated Biweekly

Great marketing is all about making smart decisions, developing your discipline, understanding and meeting the needs of your prospective customers, and putting in place the right systems to make the whole process easier. A Brave New Podcast, with brand and marketing strategist Josh Dougherty, is here to teach you how to truly unlock your business potential through the power of marketing! Each episode will bring you insights, best practices, and top strategies from a variety of business leaders and marketing & sales experts. Tune in to A Brave New Podcast to learn how to build a more memorable brand and accelerate your growth with bold marketing.

  1. 15h ago

    Nasco Healthcare's Brand Breakthrough: Listen More, Add Less, with Aeron Povey

    Aeron Povey is Vice President of Marketing at Nasco Healthcare, where she leads global marketing and works across product strategy, commercialization, brand, and business growth. With a background spanning both marketing and operations, Aeron built her career on the agency side, working across industries and helping organizations solve complex business challenges before joining Nasco Healthcare. Today, her work is focused on understanding the people Nasco serves and translating those insights into better products, stronger positioning, and meaningful commercial strategies. She is particularly passionate about building real relationships, asking good questions, and creating the kind of trust that gets to what people really think and need. Outside of work, Aeron can usually be found on a golf course or cheering on her kids from the sidelines. What you'll learn about in this episode: How Nasco Healthcare is evolving their brand from a product-focused approach to a clearer, more customer-centered brand. How Nasco Healthcare is helping prepare healthcare professionals for critical moments through education. The importance of research before rebranding and how months of listening to customers, teams, and stakeholders shaped Nasco's brand transformation. What makes a healthcare brand memorable and the critical roles of substance, personality, and credibility in branding. How simplicity, personality, and usability can create more value than adding more features and complexity. How customer insights shape positioning from product-focused to customer-focused messaging. Why a successful brand shift goes beyond marketing to influence products, commercialization, and organizational change. Additional resources:  Aeron Povey on LinkedIn Nasco Healthcare's Website Josh Dougherty on LinkedIn Josh Dougherty's speaking site A Brave New's Website

  2. Aug 5

    Building The Children's Minnesota Brand Repost, with Hillery Smith Shay

    Hillery Smith Shay, MBA is chief marketing and experience officer, senior vice president of communications at Children's Minnesota.  Hillery Shay joined Children's Minnesota in 2021, as VP of marketing and communications and is now chief marketing and experience officer, senior vice president of communications. She provides strategic direction for organizational marketing and communications. She is also responsible for defining and building an organization-wide experience strategy. Ms. Shay brings nearly 25 years of leadership experience in health care and mass communication, with a proven track record of success leading national and global public health campaigns and marketing initiatives. Prior to her role at Children's Minnesota, Shay served in leadership roles at Abbott Labs leading professional education, marketing, communications and scientific congress strategy. She also served as a journalist and team leader for more than 10 years at the Associated Press and the Baltimore Sun, including as a photojournalist covering two sitting U.S. presidents as well as the Pentagon on 9/11. Ms. Shay earned a Bachelor of Arts degree from Haverford College in Pennsylvania and a master's degree in business administration from Bethel University in Minnesota. She is an active member of Zeta Phi Beta Sorority, inc. What you'll learn about in this episode: How Children's Minnesota faced and overcame a significant branding challenge after shortening their name, leading to market confusion with other similarly named experts in their market. How adding "The Kid Experts" to the Children's Minnesota brand was implemented to create clear differentiation and clarify their identity in the market. The steps that Children's Minnesota took to safeguard their brand identity. How the repositioning strategy resulted in measurable improvements in brand perception, evidenced by a significant increase in their NRC Health image and reputation score over a three-year period. The crucial role of consistent implementation of the "The Kid Experts" branding across all touchpoints, including physical hospital and clinic spaces, for reinforcing the new brand identity. How the "Raise Them Up" campaign emerged from community trauma and served as a powerful example of a brand connecting with its audience through hope and advocacy for children. How Children's Minnesota demonstrated a commitment to inclusive branding by intentionally reaching diverse communities in their service area through translated materials and tailored outreach efforts. About the tangible results of the "Raise Them Up" campaign in engaging diverse communities, including increased clinic visits requiring translation and higher conversion rates for targeted advertising. About the importance of a long-term perspective in brand building, showcasing the multi-year effort to reposition and strengthen the Children's Minnesota brand. Additional resources:  Hillery Smith Shay on LinkedIn Children's Minnesota's Website Josh Dougherty on LinkedIn Josh Dougherty's speaking site A Brave New's Website

  3. Jul 29

    The Evolution of the Sickbay Brand, with Jennifer Lazarz

    Jennifer Lazarz is Director of Marketing at Medical Informatics Corp. (MIC), where she now runs the company's entire marketing function as a sole practitioner. Her work spans brand strategy, demand generation, content, and go-to-market execution for the Sickbay Clinical Platform, an FDA-cleared patient monitoring solution used by health systems nationwide. Since joining MIC in 2022, Jennifer has grown the company's digital footprint from a minimal presence into a full content and demand engine, driving a 6x increase in website traffic and a 400% increase in content output through an integrated strategy spanning thought leadership, video, and social media. She works closely with sales leadership on pipeline strategy and is currently building new structures for marketing-attributed opportunity tracking. She also led the branding and positioning work behind MIC's shift toward the Sickbay name, along with the company's 2024 website relaunch and a full rebuild of its marketing technology stack. Jennifer's path into healthcare marketing is anything but linear. She spent years as a professional opera singer before building a destination marketing organization from the ground up as Tourism & Marketing Manager for the City of Gallup, NM, managing a $1.8 million budget and serving as the city's Public Information Officer during COVID-19. That background in building brand and audience trust from scratch now shapes how she approaches marketing in a highly regulated, relationship-driven industry like healthcare technology. She holds a Master of Music from the University of North Carolina School of the Arts and a Bachelor of Arts from Augustana College. Jennifer serves as Treasurer of the American Marketing Association's Colorado chapter, she enjoys needle felting (or as she calls it "Stabby craft") and spending time with her two mischievous miniature schnauzers. What you'll learn about in this episode: How Sickbay transitioned from Medical Informatics Crop to a customer recognized brand while maintaining trust and market credibility. Why connecting with people, not just the products, is the foundation of effective B2B healthcare marketing. How Sickbay tailors its messaging across clinical teams, healthcare executives, researchers, and channel partners. Why treating brand, product, and performance as interconnected rather than separate entities creates a stronger marketing strategy. Practical approaches to proving marketing ROI, including ways to understand AI search visibility and content performance. How AI is accelerating content creation, research, and analysis while reinforcing the importance of human expertise and authentic storytelling. Why Sickbay's long term vision is to be recognized as a trusted partner that helps healthcare organizations improve virtual care, telemetry, and data driven decision making. Additional resources:  Jennifer Lazarz's LinkedIn Sickbay's website Josh Dougherty on LinkedIn Josh Dougherty's speaking site A Brave New's Website

  4. Jul 22

    Building Trust in Digital Health, with Geoffrey Schiavon

    Geoffrey Schiavon is a marketing leader with more than 15 years of international experience driving growth through B2B2C business models across ecommerce and health tech. His expertise spans performance marketing, customer engagement, strategic partnerships, and go-to-market strategy, helping businesses build lasting relationships and drive sustainable revenue growth. Before joining dacadoo as Head of Marketing & Client Success, Geoffrey spent nine years at Webloyalty, where he held a variety of marketing leadership roles, partnering with leading retailers and ecommerce businesses across Europe to deliver scalable customer acquisition and retention programs. Today, Geoffrey helps insurers, banks, and retailers leverage AI, behavioral science, and gamification to create engaging digital health experiences that improve customer wellbeing and business outcomes. Outside of work, Geoffrey is a licensed private pilot and enjoys exploring the intersection of technology, precision, and lifelong learning.  What you'll learn about in this episode: Why trust is the foundation of healthcare branding and how it shapes customer interactions. How dacadoo differentiates itself through personalization, engagement, and a holistic approach to health. How messaging evolves to address the unique needs of insurers, employers, retailers, and healthcare organizations. Balancing brand, product, and performance marketing, including how these functions work together to drive growth and measure success. Why retailers are an important growth opportunity and how wellness is creating a new customer engagement. How AI is improving efficiency and influencing the future of marketing. Additional resources:  Geoffrey Schiavon on LinkedIn dacadoo newsletter on LinkedIn dacadoo's website Josh Dougherty on LinkedIn Josh Dougherty's speaking site A Brave New's website

  5. Jul 15

    Marketing at Scale, with Ashley Buehnerkemper

    Ashley Buehnerkemper is Director of Marketing at VitalSkin Dermatology, where she has led marketing and brand strategy since the company's inception in 2019, growing the platform from its earliest locations to more than 40 today. Her role spans far beyond traditional marketing: as a member of VitalSkin's executive leadership team, she owns the martech stack, performance reporting, and brand governance across a fast-growing, multi-brand dermatology group, with a particular focus on driving tight alignment between marketing and operations. Before joining VitalSkin, Ashley spent 11 years at Heartland Dental, the largest dental support organization in the country, where she rose from managing marketing for a handful of offices to leading corporate communications and brand management across a network of 800+ locations and $1B+ in annual revenue. There she led a multi-million-dollar corporate rebranding initiative and built the systems that fueled acquisition growth, learning firsthand that marketing only works when it's built in true partnership with operations. At VitalSkin, that philosophy has shaped her approach to scaling a company built through partnership with strong regional dermatology practices, each with its own identity and community roots. Ashley is known for pairing data-driven rigor with an insistence on keeping the patient experience personal, never letting scale come at the cost of the local relationships that make each practice trusted in its market. She lives in Effingham, Illinois, with her husband Jay and their two daughters. What you'll learn about in this episode: How VitalSkin manages multiple local and regional brands while maintaining consistency and a local presence. VitalSkin's strategy for supporting numerous clinics effectively, including the use of standardized MarTech stacks and templated resources. Why collaboration across teams like marketing and operations is essential to delivering a seamless patient experience. Best practices for selecting agencies and vendors that can support long term growth. How AI is streamlining operations while leaving creativity and storytelling to people. How patient feedback, online reviews, and local search strengthen both reputation and brand, including strategies for gathering and maintaining them. How playbooks, templates, and local ownership create consistency across a growing network of practices. Additional resources:  Ashley Buehnerkemper on LinkedIn  VitalSkin's website Josh Dougherty on LinkedIn Josh Dougherty's speaking site A Brave New's website

  6. Jul 8

    Where Brand Building & Performance Marketing Intersect, with Kristi Annes

    Kristi Annes is a healthcare marketing executive with more than 15 years of experience building brands and driving growth at some of the most influential companies in health IT.  Kristi currently serves as VP of Marketing Strategy at IMO Health, a private equity-backed leader in clinical intelligence and data solutions, where she has spent nearly a decade defining how the company shows up in the market. When IMO Health acquired Melax Tech, she led the marketing integration — unifying teams, technology, and execution to deliver impact from day one. Her path to that role ran through one of health IT's most notable transactions: the IBM acquisition of Merge Healthcare. As Director of Performance Marketing at Merge, Kristi was retained post-acquisition to lead segment marketing inside IBM Watson Health, guiding a specialized healthcare brand through the demands of integrating into one of the world's largest technology organizations. Earlier in her career, Kristi held marketing leadership roles at the American Hospital Association, where she helped launch AHA SmartMarket, and began her career in brand and creative strategy at Shaker Recruitment Advertising. Kristi holds a Bachelor of Science in Marketing from Illinois State University. What you'll learn about in this episode: How IMO Health keeps its mission focused on improving patient and clinician experiences while developing AI-ready solutions. How Kristi defines branding beyond logos and visuals, and why emotional connection and trust are essential in B2B healthcare. Why enterprise healthcare buyers make decisions emotionally, and how brands that deliver clarity, reliability, and human centered messaging stand out in complex markets. How collaboration between brand, content, product, and performance marketing teams create cohesive campaigns, leading to stronger business impact. How Kristi's team approaches attribution, pipeline generation, and ROI during the complexities of long healthcare buying cycles. How interactive virtual experiences, research-driven surveys, and creative engagement are outperforming webinars and generating meaningful conversations with prospective customers. Practical ways AI is helping marketing teams automate reporting, content creation, and operational tasks. Why future marketing leaders will oversee both people and AI agents, balancing automation with strategy, ethics, and relationship-building. Additional resources:  Kristi Annes on LinkedIn IMO Health's website Josh Dougherty on LinkedIn Josh Dougherty's speaking site A Brave New's website

  7. Jul 1

    HubSpot Sensitive Data Update, with Hank Lander

    Product Management and innovation enthusiast, Hank Lander, currently serves as a Group Product Manager at HubSpot, focusing on Customer Data Protections. Hank's expertise lies in launching new products and building product pipelines. Prior to his current role, he was the Director of Product at ZoomInfo and worked at multiple early-stage startups. Hank holds an MBA in Entrepreneurship from MIT Sloan School of Management and a BS in Computer Science from Georgia Institute of Technology. What you'll learn about in this episode: How AI is reshaping sensitive data governance inside HubSpot. Which portions of HubSpot support HIPAA compliance via sensitive data Why AI features that touch sensitive data must be opt-in, scoped, and auditable How HubSpot is embracing the concept of "toggle off" data access so that customers can decide if they want AI to not touch specific data. How HubSpot is building in  'undo' capabilities with AI integrations like Claude, to provide more control to users. How AI can improve quality and streamline workflows before the work reaches your team. Why AI-powered audit logs will become a proactive tool for security and governance. What the future of CRM looks like as humans and AI agents work together. Additional resources:  Hank Lander on LinkedIn HubSpot's Website HubSpot Sensitive Data Understand how Sensitive Data is used in HubSpot tools Store Sensitive Data in HubSpot Josh Dougherty on LinkedIn Josh Dougherty's speaking site A Brave New's Website

  8. Jun 24

    The Branding Multiplier, with Josh Dougherty

    Josh Dougherty is a brand strategist, speaker, and the founder and CEO of A Brave New, a Seattle-based branding agency that crafts bold and memorable healthcare brands. They have specific expertise in healthcare technology, hospitals and specialty care providers, and healthcare nonprofits. Josh has 15 years experience building new brands from scratch, refreshing existing brands and building strategies to bring those brands to life in the market. What you'll learn about in this episode: How your brand can serve as a multiplier of your marketing efforts if you've take the time to craft a bold and differentiated brand memory. How your brand can limit marketing performance if it's not fully thought through or expressed. The difference between brand and marketing, also why treating them as the same thing can create growth challenges. Why you can't optimize your way out of a brand problem when the brand foundation isn't strong. How brand acts as a multiplier on marketing efforts, increasing or limiting the impact of every dollar spent. Three signs you're facing a brand problem rather than a marketing problem. How to strengthen your brand by aligning what you're offering with existing memory, building consistent presence, and defining what makes you unique. Practical ways healthcare orgs can strengthen their brand without slowing growth initiatives. Three diagnostic questions leaders can use to evaluate whether their brand is helping or hindering growth. Additional resources:  Josh Dougherty on LinkedIn Josh Dougherty's speaking site A Brave New's Website

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Ratings & Reviews

5
out of 5
10 Ratings

About

Great marketing is all about making smart decisions, developing your discipline, understanding and meeting the needs of your prospective customers, and putting in place the right systems to make the whole process easier. A Brave New Podcast, with brand and marketing strategist Josh Dougherty, is here to teach you how to truly unlock your business potential through the power of marketing! Each episode will bring you insights, best practices, and top strategies from a variety of business leaders and marketing & sales experts. Tune in to A Brave New Podcast to learn how to build a more memorable brand and accelerate your growth with bold marketing.

Information

  • Creator
    Josh Dougherty
  • Years Active
    2020 - 2026
  • Episodes
    100
  • Rating
    Clean
  • Copyright
    © 2026 A Brave New
  • Show Website
    A Brave New Podcast