In healthcare, we talk a lot about continuity of care. Care pathways. Treatment plans. Follow-ups. Access. It’s a clinical concept – structured, measurable, and designed to ensure patients receive the right care, at the right place, during the right time. That’s a great approach that many health systems strive to get right. Anyone who’s worked with me for a notable period of time has heard me say, “context is everything” more than once (or more than a hundred times). As a marketer, we can never forget this. 

Last week I was in Dallas for SHSMD Connections 2025, and like most things in Texas, the ideas were big. Between the sessions, coffee conversations and dinners with healthcare leaders, one truth stood out: Healthcare marketing is shifting from message to proof.

TOLEDO, OH — Hart and Children’s Minnesota have earned a Gold Aster Award for their breakthrough TikTok ad series, part of the hospital’s award-winning “Raise ’Em Up” brand campaign.

Last week, I joined a few hundred peers in Orlando at the Healthcare Marketing & Physician Strategies Summit (HMPS), and it confirmed for me what I think a lot of us in the industry have been feeling: healthcare marketing is no longer slowly evolving – it’s completely transforming. Fast.

If you're reading this, chances are you already have a pretty good idea of what the HTI-1 rule is. But just in case you missed it (or need a quick refresher), early in 2024, the U.S. Department of Health and Human Services (HHS), along with the Office of the National Coordinator for Health IT (ONC), finalized the HTI-1 rule.