Can healthcare marketers achieve growth, measurement, and compliance all at once?
Yes. And this show will prove it.
Marketing Rounds is your routine check-up on the state and future of healthcare marketing performance. Over 14 episodes, we go inside conversations with industry-leading marketers who are turning regulation into innovation.
You’ll learn how to design privacy-first systems that earn trust and budget, replace attribution guesswork with clarity, and communicate insights that leadership believes in.
Because when data is connected, attribution is clear, and compliance is built in from day one, marketing stops being a cost center and starts becoming a strategic driver of growth.
The Myopia Bet: Inside the Stellest Launch with Matthew Jackson
Healthcare marketers launching a brand new product category treat "we can't measure it" as a blocker. Matthew Jackson, Director of Americas - Consumer Media & Digital at EssilorLuxottica, treats it as a puzzle worth solving. In this episode, Matthew shares what it's actually like to launch Stellest — the first FDA market-authorized spectacle lens to slow myopia progression in children — into a market that barely knows the condition exists. He breaks down how you build consumer demand when there's no search intent to capture, why the independent eyecare distribution model creates a measurement black hole, and how his team has stitched together foot traffic data, web signals, and long-tail attribution windows to give leadership a grounded picture of what's working.
29 Apr 2026
Turning a Compliance Crisis into a Marketing Advantage with Lauren Anderson
When HHS guidance forced healthcare marketers to rethink online tracking overnight, most scrambled to get back to baseline. Lauren Anderson of Baptist Health did something different. She used the disruption to finally answer the question leadership had always been asking: is our marketing actually driving patient appointments? In this episode, Lauren walks through how she mapped the full conversion journey, exposed the gaps hiding between campaign clicks and scheduled procedures, and built the cross-functional relationships with legal, IS, and finance that made a real attribution solution possible.
22 Apr 2026
Overcoming IT Hurdles to Enhance Marketing Performance with Clint Paul
Most healthcare marketers treated the 2022 HHS tracking crackdown as a crisis to survive. Clint Paul, Director of Marketing Analytics at Hospital for Special Surgery, treated it as a blank slate. In this episode, Clint shares how a forced compliance reset became a three-year journey to connect siloed data across web analytics, call tracking, and Epic, and ultimately prove that marketing was driving real patient appointments. He breaks down how he built the technical foundation, earned trust with skeptical IT and legal teams with preparedness, and created the cross-functional alignment that made it all possible.
8 Apr 2026
Elevating Behavioral Health Marketing with Limited Budgets with Mari Considine & Cari Burke
Behavioral health marketers know that outspending private equity-backed competitors isn't an option. But that doesn't mean conceding the market. In this episode, Ray Mina sits down with Mari Considine and Cari Burke of Acenda Integrated Health, to explore how they rebuilt their marketing function into a cross-functional growth engine. They dig into how Acenda shifted from brochures and local referrals to a data-driven, experience-obsessed strategy, why tying every KPI to business outcomes unlocked buy-in that marketing metrics alone never could, and how their Brand Experience Design Lab is closing the gaps between digital promise and in-person reality.
1 Apr 2026
Using TV, Radio, and SMS to Crack the Upper Funnel with Neil Walker
Growth marketers understand they need to move beyond Google search in theory, but execution falters when channels like TV and radio require upfront investment without immediate attribution clarity. In this episode, Neil Walker of Oar Health reveals how he shifted from search-dependent growth to a 70-80% media mix from TV and radio. Neil details the targeting, creative cadence, measurement, and SMS integration required to make upper-funnel channels work in stigmatized healthcare categories where intent simply doesn't exist at scale.
18 Mar 2026
Revolutionizing Healthcare Marketing with a CRM with Heather Linder
Regional healthcare providers face a unique challenge: they can't grow through population expansion or traditional acquisition strategies, making data-driven precision essential. Heather Linder's work at OU Health demonstrates how a CRM-powered approach transforms healthcare marketing in rural Oklahoma, driving measurable outcomes on lean budgets while connecting patients to life-saving screenings. Her team built a sophisticated orchestration system that links campaigns directly to patient outcomes, proving marketing's value to financial leadership. In this conversation, we explore why precision patient marketing matters in rural healthcare, how to balance growth with compassionate care, and what others can learn from Heather’s success in serving communities with genuine need.
11 Mar 2026
Why Multi-Channel Healthcare Marketing Fails (Even When Everyone Agrees) with Lauren Leone & Rich Briddock
Healthcare leaders embrace multi-channel strategies in theory, but implementation consistently fails when measurement frameworks, economic models, and incentive structures face real-world scrutiny. In this episode, Lauren Leone and Rich Briddock of Cardinal Digital dissect the critical failure points in multi-channel execution, examine what's at stake when these systems break down, and reveal the transformations that occur when teams finally achieve alignment.
4 Mar 2026
Multi-Channel Marketing That Finance Actually Believes In with Scott Orstad
Healthcare providers can no longer rely solely on Google to reach today's health consumers. Strategically combining search, social, programmatic (CTV), and email is essential for diversifying outreach and reducing platform dependency. Scott Orstad's work at Catholic Health demonstrates how a privacy-safe, data-driven infrastructure transforms this strategy into measurable results: driving growth on flat budgets, proving ROI, and maintaining compliance. In this conversation, we'll explore how Scott's team successfully expanded beyond Google Ads—why they did it, how they did it, and what others can learn from their success in tying marketing to tangible outcomes.
25 Feb 2026
Why Search-First Payer Marketing Is Hitting a Ceiling with Craig Blake and Aaron Mauck
In this episode, Ray Mina is joined by Craig Blake and Aaron Mauck to discuss the pitfalls of over-relying on bottom-of-funnel marketing strategies like Google search ads in healthcare. They analyze the changing dynamics in the payer market, emphasizing the need for diversification in marketing spend to combat diminishing returns. Craig and Aaron provide practical insights, including the resurgence of direct mail and the increasing importance of AI-driven strategies. They also underscores the necessity of a holistic, data-driven approach to reach and retain health plan members effectively.
18 Feb 2026
How Channel Myopia Is Undermining Payer Marketing with Jeric Griffin
Payer marketers aren't "over-reliant on Google" because they love it. They're trapped there because last-click attribution makes it the only channel that looks defensible to finance. The path beyond Google isn't "run more channels." It's building an operating model for multi-touch attribution, audience orchestration, and CRO that's credible enough to survive CFO scrutiny. This episode breaks down how real performance teams move beyond intent: by redefining what counts as proof, designing 5-10% pilots that stair-step to scale, and using customer journey data to earn permission to spend where the actual origination happens, not just where the last click lands.
11 Feb 2026
How the Digital Front Door Drives Healthcare Growth with Adrienne Woods
The digital front door isn't just about convenience, it's the foundation for measurable, compliant growth. Hackensack Meridian Health's transformation came from pairing improved access with rigorous measurement, strong consent practices, and privacy-safe analytics that power performance marketing. In this episode, Adrienne Woods, Vice President of Digital Engagement reveals how she modernized scheduling and access, then proved ROI using booked and attended appointments, channel efficiency, and operational alignment. The results: lower customer acquisition costs, higher conversion rates, and the confidence to scale marketing spend. This is a blueprint for health systems seeking growth, reliable measurement, and airtight compliance—all at once.
4 Feb 2026
How to Grow Multi-Location Care on a Flat Budget with Allison Horn
Healthcare marketers, it's time for some tough love: if 90% of your budget is going to Google Ads, you're not doing demand generation. You're just paying a premium to compete in a shrinking pool of high-intent searches. In this episode, Allison Horn, Vice President of Marketing at Imagen Dental Partners, pulls back the curtain on what it really takes to build a marketing engine that drives lifetime patient value across 120 unique dental practices. The bottom line? Marketing's job isn't just filling the top of the funnel. It's understanding your market, meeting patients where they are, proving ROI on retention and lifetime value, and even launching direct mail campaigns. If you're tired of the "do more with less" mandate while watching your Google CPCs climb, this episode is your roadmap to building a smarter, more sustainable marketing strategy.
28 Jan 2026
The Hidden Cost of Last-Click Thinking with Blair Primis and Brian Gould
In this episode, Ray Mina embarks on a deep dive into the complexities of multilocation healthcare marketing with Blair Primis, Chief Marketing and Experience Officer at OrthoCarolina, and Brian Gould, Vice President of Marketing, Communications, and Patient Experience at vybe urgent care. They discuss the multifaceted consumer journey, the imperative of brand and experience in driving patient trust, and the critical importance of aligning marketing with operational capabilities. Blair and Brian highlight the significance of creating a consistent, spectacular patient experience from the first interaction to in-person visits. They share specific tactics and metrics, such as tracking paid ad spend to bookings and combining data from EMR and scheduling systems. The conversation also explores future strategies involving AI and technology, emphasizing the need for adaptable teams to navigate the rapidly evolving healthcare marketing landscape.
28 Jan 2026
From Ad Impressions to Lifetime Care: Measuring What Really Matters with Jeremy Rogers
Healthcare marketers have long relied on Google search as their safe channel. But in today's post-pandemic landscape where many clinics are at capacity, that dependency has become a strategic liability. In this episode, Jeremy Rogers, Vice President of Digital Marketing and Experience at Indiana University Health, explains why the real challenge isn't just acquiring new patients, it's winning their lifetime value and share of care. Jeremy breaks down how IU Health is moving beyond last-click attribution to build a full-funnel marketing engine that connects campaign data to actual health outcomes. That shift requires first-party data infrastructure, multi-touch attribution, privacy-compliant EHR integration, and getting buy-in from IT and finance teams by proving real ROI on metrics that matter: NPS, share of wallet, and patient retention.
21 Jan 2026
Trailer
Can healthcare marketers actually improve growth and stay compliant at the same time? We’re seeing it happen every day and this podcast is all about sharing those stories. Introducing Marketing Rounds, your check-up on how healthcare marketers are innovating, experimenting and pushing past old playbooks without breaking the rules. Over 14 episodes, Ray Mina, CMO at Freshpaint, will be talking with marketers who are finding creative ways to grow in one of the most regulated industries out there. This is Marketing Rounds, presented by Freshpaint.
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