Health Marketing Collective

Inprela Communications
  • 5.0 (2)
  • MARKETING
  • CADA DOS SEMANAS

*2024 Signal Award Winner* 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

  1. Beyond the Buzzword: What Patient-Centric Really Means for Healthcare Brands

    HACE 3 DÍAS

    Beyond the Buzzword: What Patient-Centric Really Means for Healthcare Brands

    Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, we’re thrilled to welcome Kelly Franchetti, CEO of The Patient View, as she joins host Sara Payne for a candid discussion on what it truly means to put patients at the heart of health marketing. As an insights leader, nurse, and rare disease mom, Kelly fuses her unique personal and professional experiences to advocate for authentic patient engagement, offering actionable strategies for brands to move beyond lip service and embrace genuine patient-centricity. Kelly brings a compelling perspective on the patient journey, informed by her own family’s experiences navigating rare diseases and clinical trials. She shares how her advocacy work led her to challenge the healthcare and pharma status quo, calling for substantive involvement of patients in every aspect of study design, marketing, and support program development. Throughout the conversation, Sara and Kelly explore why “patient-centric” risks becoming just another buzzword, how to avoid costly missteps by listening to patient insights, and the organizational challenges that often stall efforts to turn data into change. They discuss real-life examples of brands pivoting strategies in response to patient feedback, and highlight the importance of enterprise-wide buy-in, frequent iteration, and empathy as foundational principles in modern health marketing. Key Takeaways: Patient-Centricity Must Be Actionable, Not Just Aspirational:Kelly underscores that real patient-centricity requires actively seeking out patient perspectives through research and acting on what is learned. It’s not about relying solely on AI or superficial data; it’s about integrating genuine patient voices, frequently revisiting those insights, and ensuring they shape every aspect of marketing and brand strategy.Enterprise Buy-In Drives Change, While Siloes Stall Progress:One of the main reasons patient insights aren’t implemented is the lack of enterprise-level buy-in. Kelly points out that meaningful change rarely happens in fragmented organizations. Successful brands foster cross-functional alignment and maintain internal champions who advocate for patients throughout all stages of research, development, and commercialization.Early and Iterative Engagement Avoids Costly Missteps:Kelly shares powerful examples of campaigns and trial materials that dramatically changed direction thanks to patient feedback. For instance, using “the wrong shade of pink” for triple negative breast cancer materials nearly became an expensive mistake. Bringing patient input in early—and returning for further feedback during iteration—saves resources and enhances resonance.Empathy and Authenticity Build Trust:Marketers often underestimate how small gestures—like mentioning that support materials were created with real patients and caregivers—can foster trust. Empathy is the foundation of truly patient-centric marketing. It's not enough to assume clinical expertise translates into understanding; language and context must be shaped by authentic patient experience.Patient Insights Can Be Quick, Cost-Effective, and Highly Influential:Kelly dispels myths that rigorous patient research is always expensive or slow. Reviewing existing data, leveraging small rapid studies, and continually refreshing patient advisory boards are accessible ways to keep messaging and services aligned with evolving patient needs. The key is to act, even if incrementally, and recognize that integrating the patient perspective is a journey—not a one-time project. Don’t forget to subscribe wherever you get your podcasts. Thank you for tuning in to the Health Marketing Collective, where strong leadership meets marketing...

    34 min
  2. Raising Awareness: What We Can Learn from Axogen’s Successful Patient Advocacy Campaign

    1 OCT

    Raising Awareness: What We Can Learn from Axogen’s Successful Patient Advocacy Campaign

    Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, Sara Payne sits down with Emily Hansen, Senior Director of the Resensation program at Axogen, to discuss how healthcare brands can leverage thought leadership to reshape public perceptions, influence behavior change, and ultimately become architects of a health revolution. As a specialist in advocacy and education, Emily champions awareness about a lesser-known but highly prevalent outcome of breast cancer surgery: chronic numbness following a mastectomy. Through her work at Axogen, she’s spearheading a movement to empower breast cancer patients and their care teams with knowledge and solutions that can dramatically enhance quality of life beyond survival—focusing on nerve repair and the pioneering Resensation procedure. In this thought-provoking conversation, Sara and Emily explore the intersection of marketing, education, and advocacy. They dive into the challenges of raising awareness about health issues shrouded by misconceptions, the vital role of patient advocates, and how moving beyond short-term wins toward long-term health movements is key to redefining standards of care. You'll hear about real strategies for engaging the survivor community, addressing clinician knowledge gaps, and the ongoing effort to translate awareness into tangible business and health outcomes. 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: Marketing as a Catalyst for Health Movements: Emily illustrates how powerful marketing can spark a health movement—even for issues that have been historically overlooked. By focusing efforts on educating both patients and clinicians about post-mastectomy numbness and offering actionable solutions, the Resensation program exemplifies marketing’s role in not just awareness, but wholesale perception change within healthcare. Stakeholder-Centric Communication: Reaching both patients and providers requires tailored messaging and a multi-pronged approach. Emily explains that effective campaigns must bridge awareness gaps in diverse audiences, from general consumers and advocacy groups to the full spectrum of clinicians. The Resensation team balances highly technical provider information with relatable patient stories to ensure relevance and clarity across all touchpoints. The Power (and Sensitivity) of Patient Advocacy: Patient advocates are not mere influencers; they are individuals with lived experiences and deep personal investment. Emily shares how collaborating authentically with survivor communities—such as The Breasties—can accelerate education and trust. She emphasizes the importance of letting advocates’ voices lead and prioritizing the issue above the brand to build an enduring movement. Long-Term Commitment Over Short-Term Wins: Creating lasting change in public and professional awareness isn’t achieved through one-off major media hits. Instead, it demands continuous investment, evolving narratives, and relationship-building across years. Emily underscores that consistent, layered outreach (PR, education, advocacy partnerships, and digital content) is essential for sustaining momentum and meeting both patient and business objectives. Measuring Impact: Business and Behavioral Outcomes: The Resensation campaign’s success isn’t just marked by media impressions, but by tangible growth in web traffic, patient referrals, and most compellingly, provider demand for training. Emily discusses the importance of presenting both quantitative metrics and qualitative anecdotes to executive leaders as evidence of progress, and how adapting data models helps demonstrate true business value over time. For more information about the Resensation program, including educational resources and a...

    34 min
  3. Why Emotional Realism Wins in Marketing

    17 SEP

    Why Emotional Realism Wins in Marketing

    Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. In today’s episode, Sara Payne is unpacking the real power—and challenge—of emotional storytelling in health marketing. Joined by Lindsey Wehking, Chief Investigative Strategy Officer at Nonfiction Research, their conversation dives deep into why most healthcare brands only scratch the surface when it comes to understanding their audience, and what it really takes to access the raw, honest emotional truths that resonate and drive behavioral change. Lindsey brings a wealth of experience leading immersive research projects that have inspired everything from new products to major media coverage and even new company divisions. Her team is known for uncovering lived realities in places most research never ventures: hospital bedsides, prisons, and subcultures across America. Together, Sarah and Lindsey challenge today’s marketers to move past the clichés and limitations of “safe” storytelling and to courageously commit to connecting at a more vulnerable, human level. This episode explores both the philosophy and practical techniques of immersive research and emotional realism. Sarah and Lindsey discuss how brands can navigate workplace culture barriers, use ethnographic methods to build intimacy, and shift from universal-but-bland messages to powerful, specific truths that genuinely reflect their audience’s lives. They share moving real-world examples—from fathers navigating shame and engagement, to women coping with sensation loss after mastectomy—and examine how these insights translate into marketing that drives impact. 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: Emotional Storytelling Demands Courage and Commitment: True emotional storytelling requires brands to move beyond lip service and commit to revealing the messy, uncomfortable truths that define real human experience. Lindsey stresses that while many marketers talk about going deep, few are willing to break from professional norms and workplace safety to actually do so. Emotional realism doesn’t mean being dark or depressing—but it does mean daring to ask, witness, and reflect the truths that make audiences feel truly seen.Immersive Research Uncovers Diary-Level Insights: Traditional market research often falls short because it relies on contrived environments—focus groups, phone interviews, scripted questions—where people rarely reveal their authentic selves. Nonfiction’s immersive research, by contrast, seeks out “diary-level” insights by engaging with people directly in their environments, observing real experiences, and listening for confessions and contradictions. This approach provides unmatched depth, surfacing the complex emotions and idiosyncrasies that make people human.Specificity Drives Universal Resonance: A common marketing pitfall is trying to appeal to everyone with generic, “universal” messages. Lindsey argues that the opposite is true: It’s only through deeply specific, nuanced stories that audiences can find themselves and connect on a meaningful level. Great advertising, like great literature, makes the universal accessible by starting with the particular—making even uncommon stories relatable.Mixing Quantitative and Qualitative for Maximum Impact: While immersive qualitative research delivers powerful, intimate insights, quantitative data is essential for validating those experiences at scale. Lindsey shares how Nonfiction’s research for Axogen on post-mastectomy sensation loss combined real-world qualitative insights with large-scale quantitative surveys—resulting in compelling, statistically grounded storytelling that changed the conversation and enabled new marketing approaches.Emotional Realism in Action: From Fathers to Motherhood: The episode...

    40 min
  4. Harnessing Purpose

    3 SEP

    Harnessing Purpose

    Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, we’re joined once again by Melissa Fors Shackelford, health marketing strategist, accomplished consultant, renowned keynote speaker, and now Amazon’s #1 bestselling author with her new book, “Harnessing Purpose: A Marketer’s Guide to Inspiring Connection.” Host Sara Payne leads a deep-dive conversation into the essential role of purpose in marketing, exploring how both personal and brand purpose are at the very heart of meaningful work and, crucially, business success. Melissa draws on two decades of shaping brand and growth strategies for healthcare organizations, including Optum, Hazelden Betty Ford, and Cigna’s Evernorth, to share why connecting our personal “why” with the organizational mission isn’t just aspirational, but also practical, powerful, and profitable. Together, Sara and Melissa unpack the realities of burnout and the so-called “soul-selling” reputation that sometimes haunts the marketing profession, contrasting it with Melissa’s own purpose-driven approach. The episode explores how leaders and organizations can avoid performative platitudes, instead cultivating authentic, values-aligned cultures that foster engagement, resilience, creativity, and tangible business outcomes. Whether you’re feeling disconnected from the “why” of your day-to-day or are a marketing leader looking to inspire deeper commitment within your team, today’s discussion is packed with actionable guidance, real-world examples, and candid advice on harnessing purpose for both individual fulfillment and organizational growth. Key Takeaways: Aligning Personal and Brand Purpose Unlocks Engagement and Performance: Melissa emphasizes that the most effective marketing and the most fulfillment for marketers happens when personal purpose aligns with brand values. Marketers who understand both their own “why” and their organization’s mission are more resilient, creative, and motivated, producing authentic campaigns that resonate internally and externally.Purpose-Driven Companies Outperform Competitors: The episode isn’t just about feel-good motivation Melissa cites research (from the likes of HBR and Deloitte) that shows 85% of businesses with a clear purpose see sales increase, while 42% without purpose see stagnation or decline. Purpose-driven organizations attract like-minded employees and customers, resulting in higher engagement, loyalty, and performance.Authenticity and Consistency Are Essential to Building Trust: Saying the right things isn’t enough; posting values on lanyards or walls without truly living them can actively erode employee and consumer trust. Melissa and Sara discuss why it’s critical for leadership to model values and use them as a filter for decisions from hiring to service delivery, especially in high-stakes sectors like healthcare.Purpose as a Decision-Making Filter Empowers Employees: The ultimate goal is for every employee to use company purpose and values as a guide in daily and “in the moment” decisions, especially when leaders aren’t around. This means purpose isn’t just strategy, it's culture, empowering staff with clarity and confidence, and fueling both psychological safety and creative risk-taking.Marketing Can and Should Be a Force for Good: Melissa challenges marketing’s manipulative stereotype by sharing real healthcare examples where marketing ethics and mission-driven approaches protect vulnerable populations and foster positive change. She encourages all marketers to use their role for good, highlighting the growing importance of authenticity in both B2C and B2B environments. To connect with Melissa Fors Shackelford or learn more about her bestselling book, visit harnessingpurpose.com or reach out on...

    35 min
  5. Human Capital as Brand Strategy

    20 AGO

    Human Capital as Brand Strategy

    Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, host Sara Payne is joined by Melissa Prusher, an accomplished B2B healthcare marketing leader with 25 years of experience in professional services and a deep focus on healthcare IT. Together, they unpack one of the most underappreciated drivers of brand credibility, customer loyalty, and market momentum in B2B healthcare: human capital. Sara and Melissa dive into how the people behind the brand—employees, leaders, customer-facing teams—impact brand perception, trust, and community advocacy. They explore practical strategies for aligning internal culture, marketing, sales, and delivery teams to ensure the experiences promised during the sales process are lived out through implementation. They also discuss actionable ways marketing leaders can activate both partners and employees to serve as authentic brand advocates—without losing the polish or control that can worry corporate stakeholders. The conversation spans the unique challenges and opportunities of B2B healthcare marketing, from navigating complex decision-making cycles with clinicians, IT, and procurement leaders, to building trust among evidence-driven buyers by showcasing real-world outcomes and partnerships. Real-life examples from Melissa’s career, plus a fun quick-fire round about admired brands, marketing myths, and timeless leadership advice, round out a rich episode packed with both strategic insights and practical tips. Key Takeaways: People Are the Greatest Brand Asset: Melissa emphasizes that in B2B healthcare, buyers don’t just evaluate products and platforms—they evaluate the people behind them. Employees, partners, and advocates are a company’s most valuable assets. Their actions, professionalism, and alignment across the buyer journey directly shape trust, credibility, and differentiation in a crowded market. Marketing’s Role in Ensuring Alignment and Continuity: As organizations grow and service offerings expand, maintaining alignment between marketing, sales, and delivery becomes more complex—but also more crucial. Marketing must act as both gatekeeper and advocate, ensuring consistent messaging, customer experience, and values are reflected at every touchpoint, from pre-sale promises to post-sale execution and storytelling. Building Brand Credibility with Evidence and Advocacy: Healthcare buyers—especially clinicians and IT leaders—rely on evidence and peer validation over flashy claims. Brands must back up their promises with concrete examples and case studies that demonstrate outcomes. Melissa highlights the importance of forming a “community of advocacy”—actively partnering with customers and industry voices to tell authentic shared stories via media, webinars, bylines, and conferences. Activating Employee Advocacy at Scale: Brands can no longer rely solely on executive spokespeople or polished corporate channels. Melissa recommends empowering employees to share brand stories, successes, and experiences on social media and professional platforms to extend reach and build trust through relatable, authentic voices. She outlines practical frameworks for doing this—establishing guidelines, structured programs, and easy-to-share content, plus embracing both formal and informal advocacy to harness the “power of your network’s network.” Measuring the Soft Power of Trust and Community: Though brand trust and advocacy don’t always translate neatly into immediate business metrics, they drive critical outcomes—like improved recruitment, greater media interest, and increased customer loyalty. Melissa suggests looking at utilization rates, talent pipeline improvements, engagement growth, and anecdotal feedback alongside hard KPIs. Over time, these “soft” investments in people and stories deliver tangible business results, fueling the virtuous circle of brand advocacy and...

    33 min
  6. The Power of No: Channel Strategy That Actually Works

    6 AGO

    The Power of No: Channel Strategy That Actually Works

    Welcome back to the Health Marketing Collective, where strong leadership meets marketing excellence. In today’s episode, host Sara Payne sits down with Gino Giovannelli—digital marketing strategist, educator, and founder of Miles Interactive—to discuss a concept that doesn’t get enough credit in modern marketing: the power of saying no. Drawing on his vast experience with brands such as Caribou Coffee, Lifetime Fitness, and even the Super Bowl Host Committee, Gino unpacks why essentialism—doing fewer things, but better—stands at the heart of smart, sustainable marketing strategy. Gino, who also serves as a professor at the University of St. Thomas and hosts the podcast In the Key of D, brings a fresh, liberating perspective on how marketers can reclaim focus, avoid digital overwhelm, and create more impact by prioritizing what truly matters. Together, Sara and Gino dive into what it means for marketing leaders to show restraint, how to strategically select the right digital channels, and why letting go of the “more is better” mentality can propel organizations (and their teams) further. This episode is a must-listen for anyone feeling stretched too thin or uncertain about how to cut through today’s digital chaos. Whether you’re a CMO, a marketing manager, or someone seeking to make marketing more meaningful and manageable, Sara and Gino provide both the “why” and the “how” for ruthless prioritization in the digital age. Thank you for joining the Health Marketing Collective, where strong leadership meets marketing excellence. Because the future of healthcare depends on it. Key Takeaways Saying “No” Is Essential to Strategic Marketing Success: Gino champions the philosophy of essentialism, urging marketers to do fewer things—but with much more intention and excellence. Rather than reflexively saying “yes” to every opportunity or channel, success often comes from confidently (and respectfully) saying “no” to good ideas so you have room to say an enthusiastic “hell yes” to the right ones. This discipline frees up resources and attention for what truly drives the business forward.Let Business Goals Lead Channel Selection: Marketers often feel pressured to appear everywhere—SEO, SEM, email, social, display, content—but Gino explains why most organizations lack the resources (and sometimes the skills) to execute across all six major digital channels effectively. Instead, he recommends letting business objectives—in particular, whether your greatest need is acquisition or retention—determine which channels you prioritize. For example, a startup should invest in acquisition-focused channels, while an established retention-focused business can double down on email and social.Break Out of Habit—Strategy Is About What You Should Do, Not Just What You Could Do: Much of what marketing teams do daily is based on habit rather than strategic necessity. Gino suggests taking a periodic step back to audit activities, questioning which ones genuinely serve current business priorities. Developing a digital marketing strategy means making tough choices—prioritizing high-impact, low-burden opportunities, and relentlessly cutting busywork and legacy activities that offer little value. As Gino puts it, “the difference between could do and should do is simply ‘no’.”Apply a Proven Framework for Channel Prioritization: Gino shares his five-step methodology used in both his consulting and university teaching. This framework transforms overwhelming possibilities into a sharp, actionable plan—ensuring resources are channeled where they have the most leverage.Evolve With the Changing Digital Landscape—And Use Advanced Tools Wisely: The digital ecosystem is increasingly blurry and interconnected; channels now blend and overlap, making it harder to...

    40 min
  7. How to Maximize the Impact of Your National Sales Meeting

    23 JUL

    How to Maximize the Impact of Your National Sales Meeting

    Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, Sara Payne sits down with Mark Fligge to dive deep into one of the most powerful, and sometimes underleveraged, events in the medtech commercial calendar: the National Sales Meeting (NSM). Mark, President and Chief Marketing Officer at Intraworks, a B2B agency specializing in go-to-market strategy for medtech, brings decades of experience from both agency and client-side leadership roles to this insightful discussion. The episode is laser-focused on one mission: moving your National Sales Meeting from just another check-the-box event, to a key growth accelerator that inspires, aligns, and equips your sales force for real business momentum. Sara and Mark begin by reframing the National Sales Meeting as the single largest internal stage most companies have—a crucial opportunity for marketing to fuel not only sales-force enthusiasm, but also strategic clarity and business acceleration. They explore what true cross-functional alignment between marketing and sales should look like, and how to bridge the gaps when collaboration is lacking or legacy cultures have kept marketing at arm’s length. Mark shares practical strategies for getting a “seat at the table” and building a theme and story arc that actually resonate with the organization’s real-world challenges and strategic goals—not just another fun slogan or catchy soundtrack. The conversation hinges on the importance of genuine discovery, grounded storytelling, and making hard choices about focus and content to avoid overwhelming (and under-inspiring) your audience. The episode also explores the evolving cadence of sales meetings, asking if an annual event is always necessary—or if more event-based, purpose-driven approaches might be more impactful. Finally, Sara and Mark detail the importance of celebration, inspiration, and post-meeting follow-through, ensuring that alignment and energy last well beyond the closing keynote. 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: National Sales Meetings Are the Biggest Internal Stage—Don’t Just “Check the Box”: Too often, NSMs are rushed and treated as another deliverable. Mark emphasizes that these meetings are high-stakes, high-impact events where marketing should play a leading role alongside sales—using the moment to bring the year’s strategic plan to life, inspire the team, and create shared direction across the commercial organization.True Sales–Marketing Alignment Starts Early and Runs Deep: Great alignment is built long before the meeting begins—it’s relational, not transactional. Mark urges marketing leaders to reach out to sales leadership months in advance, co-own the agenda, and approach the event as collaborative leaders, not just content providers. This means proactively making the case to participate in or co-lead planning, especially in organizations where marketing hasn’t historically had a seat at the table.Discovery and Theming: Ground the Meeting in Real-World Challenges: The most resonant meeting themes and story arcs emerge from structured “discovery”—deeply understanding the sales force’s realities, obstacles, and customer dynamics. Mark warns against themes that sound good but lack relevance, and advises marketers to anchor the agenda in what truly matters to the team—whether it’s competitive threats, market shifts, or upcoming launches.Focus Is Critical—Less Is More When It Comes to Agenda and Content: Information overload is the enemy of inspiration and alignment. Rather than covering every update or initiative, Sara and Mark advise marketing leaders to make tough choices, focusing on the few most critical levers...

    38 min
  8. When Empowerment Backfires: The Psychology of Shame in Health Messaging

    9 JUL

    When Empowerment Backfires: The Psychology of Shame in Health Messaging

    Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, host Sara Payne is joined by J.C. Lippold to dive deep into a topic that’s rarely discussed in health marketing: the psychology of shame and the unintended harms that even well-meaning marketing messages can inflict on consumers. J.C. is a nationally recognized teacher of movement and mindset, a trauma-informed personal trainer, and an executive presence coach. He’s worked alongside brands such as Lululemon, Orange Theory Fitness, and Fitbit to drive more inclusive, emotionally sustainable approaches to wellness. As the lead author of “Breaking the Cycle of Understanding and Exploring Solutions to Fitness Shaming,” J.C. brings expertise and empathy, translating compelling research into practical advice for everyone involved in the world of health marketing. This episode uncovers what shame looks like in health and wellness messaging, how it cycles through consumer behavior, and why even the most positive messaging can backfire. Sara and J.C. discuss the real cost of oversimplification, how to avoid unintentionally reinforcing stigma, and why marketers need to distinguish between motivating and shaming their audiences. Listeners will gain fresh perspectives and actionable strategies for marketing chronic conditions, mental health, addiction, metabolic health, and more. 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: Simplified Messaging Can Trigger Shame J.C. explains that well-intentioned, oversimplified health messages (like “eat less, move more” or “just do it”) can inadvertently make people believe that if they struggle or fail, they themselves are the problem—not the system, their circumstances, or the messaging. This leads to a cycle where people feel isolated and desperate, perpetually seeking the next “fix,” which is both emotionally harmful and unsustainable for long-term health. The “Cycle of Shame” is Universal and Persistent The research revealed the breadth and permanence of shame’s reach: one in three have experienced food, body, or fitness shaming at some point, and 89% of those report carrying its effects for life. Marketers, clinicians, and communicators are nearly always intersecting with someone’s shame journey—making respectful, nuanced messaging critical. Positive Phrasing Isn’t Always Empowering Even messages meant to uplift can perpetuate shame if they minimize individual reality. Examples like “we all have the same 24 hours” or “just do it” ignore unique circumstances, making those who struggle feel “less than.” Language that minimizes (“just,” “only”) or moralizes behaviors (good vs. bad food) isolates the very individuals marketers aim to help. Effective Health Marketing is Both Inclusive and Pluralistic Marketers must recognize the diversity of human experiences, backgrounds, and challenges. J.C. urges personalizing messages where possible and avoiding one-size-fits-all assumptions. Acknowledging complexity—such as socioeconomic limitations, family obligations, or trauma—allows messages to meet people where they are, rather than setting up unrealistic expectations or reinforcing harmful norms. A key framework: marketers should decide when to act as a “candle” (providing guidance) versus a “mirror” (validating and reflecting consumers’ worth). Focus on Humanity and Process, Not Perfection The most successful marketing acknowledges that health is not a binary of “good” or “bad,” and that everyone’s journey is unique. Consistently affirming self-worth, celebrating small wins, and using less punitive, more compassionate language fosters engagement and motivation. Marketers should recognize their...

    40 min
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*2024 Signal Award Winner* 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

Información

  • Creador
    Inprela Communications
  • Años de actividad
    2024 - 2025
  • Episodios
    46
  • Clasificación
    Apto
  • Copyright
    © Copyright 2025 Inprela Communications