Welcome to The Swaay.Health Podcast – a podcast for healthcare marketing, PR, and communications professionals! We’re all about building a brighter future in healthcare through the power of community! Join us as we dive into the latest news, strategies, and trends from the brightest minds in the field.
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For many healthcare marketing teams, social media can feel like a constant battle against changing algorithms, shrinking attention spans, and pressure to produce more content. But for the team at Optimum Healthcare IT, LinkedIn has become much more than another marketing channel. It’s a business development engine, a thought leadership platform, and one of the primary ways they educate healthcare organizations while showcasing the expertise of their team. That approach has helped Optimum grow its LinkedIn community to more than 220,000 followers and recently earned the team the 2026 Swaay.Heal
Taking your healthcare brand into a new country is never as simple as recycling your domestic marketing playbook. If you try to enter Australia without understanding its hybrid funding models and regional care challenges, your brand will fall flat. Swaay.Health sat down with Peter Birch, Host of Talking HealthTech, at the HIC conference in Sydney to break down the realities of the Australian digital health ecosystem. Birch shares essential advice for foreign vendors, details how national interoperability initiatives like Sparked are uniting the industry, and reveals what it has been like produ
Making the leap from an in-house marketing leader to a fractional executive is a big decision, especially in today’s healthcare landscape. For Alex Ferraro, founder of ABF Marketing and Swaay.Health’s 2026 Community Member of the Year, the move was fueled by a desire to help more organizations avoid common marketing pitfalls while building something of her own. “Fractional means flexible,” Alex explains. “It allows me to meet my clients where they’re at.” Rather than simply acting as an advisor, she combines strategy with hands-on execution to help healthcare organizations invest in the right
Bringing two agencies together usually results in operational chaos. The leadership team at KNB Communications and Roketto prioritized cultural alignment and employee job security over sudden workflow changes when merging to create Sovyn. Discover their secret to a smooth merger + rebrand.
Securing top digital honors usually requires a massive external agency and an unlimited checkbook. OntarioMD proved you can achieve excellence entirely in-house. Find out how their marketing team navigated competing stakeholder demands to build a critically acclaimed platform.
When someone is diagnosed with cancer, an incredible support system often springs into action around the patient. Friends deliver meals. Family members check in. Healthcare teams focus on treatment plans. But as the weeks turn into months (and sometimes years), one group quietly fades into the background. The caregivers. For Charlotte Bayala, founder and host of The Cancer Caregiver Podcast and winner of the 2026 Swaay.Health Podcast of the Year Award, that reality became deeply personal after her husband was diagnosed with incurable thyroid cancer more than a decade ago. Suddenly thrust into
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
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
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
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
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, Partner of Integrated Strategy, Health & Business Development at FINN Partners, to discuss how AI is reshaping content discovery
Are you keeping your brand awareness and lead generation efforts separate? Treating these as isolated marketing initiatives is a great way to waste your best content. Swaay.Health sits down with Mary Tindall, Founder and Principal, and Patricia Chaney, Content Lead at Calliope Communications. They detail how to use your top thought leadership assets to actively generate qualified leads. You will discover how to turn existing sales education into anchor content and why a real distribution plan is critical for B2B healthcare success.
Rebranding an established company carries risk. Get it wrong and you throw away years of brand equity. Brandy Kline, VP of Marketing at Greenway Health, sits down with Swaay.Health to share the exact strategy behind their recent corporate refresh and the launch of their Novare platform. We cover the mechanics of updating a legacy visual identity, the absolute necessity of internal change management, and the process of designing a new booth for the HIMSS floor. Marketers will see how to modernize a presence without abandoning deep clinical trust.
It is incredibly easy to fall into the trap of plastering clinical rankings across a billboard or relying on standard hospital tropes. This is the “marketing sin” of pride and it can derail your marketing efforts. The reality is that patients crave empathy and clear communication over a list of corporate trophies. Christian Barnett, Group Lead Strategy and Creative at Unlock Health, sat down with Swaay.Health at #MASHSMD26 in full dandy-devil costume to break down the seven deadly sins of healthcare marketing. We discuss why "Pride" and "Gluttony" quietly sabotage patient trust and how markete
To date, healthcare podcasts have lacked the rigorous oversight of traditional medical print media. It is not possible for listeners to separating verified clinical facts from casual edutainment. That may be changing. Todd Eury, Founder of the Pharmacy Podcast Network, joins Swaay.Health to discuss his plan for evidence-based podcasting. We explore how his team applies strict peer-review workflows and real-time AI reference tracking to audio content. Healthcare marketers will learn why this development is one to keep an eye on.
You spent weeks perfecting a pitch packed with undeniable data and ROI calculations. So why did the prospect just tell you they need to think it over? Answer: You brought logic to an emotional fight. Henry DeVries, CEO and Acquisitions Editor at Indie Books International, sits down to explain the science behind this common frustration. He breaks down why facts and figures trigger the analytical part of the brain while two-minute stories activate the decision-making center. We discuss how to drop the boring case study and use a simple narrative framework to win B2B healthcare deals.
Wading through a sea of generic B2B pitches to find a marketing partner who actually understands the nuances of healthcare is exhausting. When your team is already stretched thin, you don't have time for a trial-and-error discovery process. Here is how one trusted community resource is stepping up to hit the easy button for provider organizations. Swaay.Health sat down with Cessna to learn more about his vision for the platform and how he and Huth plan to, as he stated, "take this platform to the next level".
It turns out that the antidote to a year of shrinking budgets and endless algorithm updates is a healthy dose of community. As organizers we expected a lot of conversations about AI, budget cuts, doing more with less, but what we got instead was connection magic. Swaay.Health LIVE 2026 may have wrapped up a few weeks ago, but the team is still recovering (and buzzing) from the event. During that time a flood of reactions from attendees came in. Were our reactions similar? Brittany Quemby, John Lynn, and I compare notes…and the answer is yes!
Healthcare marketers love facts. We want to tell patients exactly why our facilities are the best and our doctors are the smartest. But relying on pure logic is costing you appointments. Behavioral science proves that medical decisions are driven by fear, anxiety, and hope, not just statistics. If your digital strategy ignores the human element, you are losing high-intent visitors to competitors who understand the power of empathy. Swaay.Health sat down with Dan Greenwald, CEO and Chief Creative Officer at White Rhino. We discussed the psychological barriers preventing patients from taking act
Healthcare marketers spend months producing beautiful patient stories. We secure the budget, navigate legal reviews, and finally publish the video. Then crickets… Are we missing something? Yes we are. There is a whole channel for these types of stories hardly anyone thinks about – but if you do, it’ll change the way you create your video stories. Swaay.Health sat down with Cameron Kit, Founder of YOYOS, to discuss a different approach to video storytelling. Kit challenges the standard corporate video playbook. She reveals how treating patient narratives like documentary films can dramatically
I’m always fascinated by many of the healthcare marketing nuances that exist in healthcare organizations. This is particularly true when it comes to the differences between small and large healthcare organizations. In many cases, the smaller organizations are just doing everything they can to survive. The larger organizations on the other hand are very brand conscious and go to great lengths to make sure that their marketing efforts match the brand that their patients and customers expect. This idea became really apparent to me when I sat down to chat with Mary Sadlier, President at (add)ventu
Mara Baer, a chronic pain advocate, published author, and founder of AgoHealth, recently sat down for an interview with Swaay.Health to discuss the critical nuances of communicating with individuals living with chronic pain. During the conversation, Baer shed light on the hidden realities of the condition and shared actionable strategies for healthcare marketers to improve messaging, visual imagery, and overall patient engagement. Core Insight: To build authentic trust with the one in five Americans living with chronic pain, healthcare marketers must: Abandon acute pain messaging (acute pain a
The acquisition of Cardinal Digital Marketing by Power Digital Marketing was big news. Jeff Mason, CEO at Power Digital, graciously agreed to join me on camera to talk about healthcare and their recent acquisition. He shared why they made the leap into healthcare and how they plan to operate Cardinal moving forward. Core Insight: Healthcare marketing is hitting the exact same data-driven inflection point that retail did a decade ago, moving from fragmented, brand-led efforts to full-funnel performance and strict attribution. The Retail Inflection Point Comes to Healthcare Healthcare isn’t just
Healthcare marketers spend thousands of dollars producing videos, only to watch engagement metrics flatline. Why? Because the audience is likely watching while answering emails in another browser tab. Keeping audience attention means a whole new approach to visual storytelling. Swaay.Health sat down with Dustin Schultz, Executive Producer at Union Productions, to discuss the realities of modern video marketing. The conversation explored how aligning production styles with distribution channels and embracing the distractions of the modern buyer can keep audiences engaged. What Stood Out Match p
Every healthcare organization says they want to change patient behavior, but flooding people with more texts and emails is not effective. Driving true engagement takes an understanding of behavioral economics. Karen Sussman Horgan, CEO and Co-founder of VAL Health, recently sat down with Swaay.Health to discuss how applying boutique behavioral science helps health systems and payers double screening rates by leaning into the irrational nature of human behavior. Core Insight: Healthcare consumers don’t need more facts; they need strategic nudges that overcome innate human inertia and present bi
