Ignite: Healthcare Marketing Podcast

Generating more patient demand doesn't always translate into growth, especially when appointment availability and patient experience can't keep up.

In this episode of the Ignite Healthcare Marketing Podcast, host Ashley Petrochenko, VP of Growth Marketing at Cardinal Digital Marketing, sits down with Hannah Twinem, Director of Marketing at OrthoCarolina, a physician-owned orthopedic practice with 150 physicians. Hannah shares how OrthoCarolina is expanding marketing's role beyond patient acquisition, working across operations, patient access, and user experience to turn demand into measurable business growth.

You'll learn

• Why driving more demand without appointment capacity can hurt growth
• How OrthoCarolina prioritizes specialties over individual locations in its marketing strategy
• What to measure beyond ROAS and acquisition costs to demonstrate marketing's impact
• How to build physician trust and align marketing with broader business goals

If you're looking to connect patient acquisition with real business outcomes, this conversation offers a practical look at what it takes to make marketing a true growth partner.

RELATED RESOURCES

Connect with Hannah - https://www.linkedin.com/in/hannah-twinem-mba-54091642/

Healthcare Marketing Lessons from Scaling Up 2026 - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/scaling-up-2026-takeaways/

The healthcare marketing audit: 6 strategic checkpoints - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-audit-checklist/

The healthcare marketer's guide to conversion signal optimization - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/conversion-signal-optimization-strategy/

The de novo marketing playbook for healthcare - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/de-novo-marketing-strategy-new-healthcare-locations/

What does it take to make healthcare marketing accountable for patient growth, not just campaign performance?

In this episode of the Ignite Healthcare Marketing Podcast, Lauren Leone, President at Cardinal Digital Marketing, sits down with Douwe Bergsma, Chief Brand & Growth Officer at Piedmont Healthcare, to explore how marketing evolved from a tactical function into a strategic driver of growth. Douwe shares how Piedmont aligned marketing with system-wide priorities, made the team accountable for patient volume and brand health, and built a measurement framework to guide investment decisions and improve patient experience.

You'll learn

• How Piedmont shifted marketing accountability from activity metrics to patient visits and appointments
• Why physician outreach and PR emerged as some of Piedmont's highest-ROI activities
• What it took to build healthcare-specific marketing mix modeling
• How to balance brand building, patient acquisition, and patient experience to support growth

If you're looking to prove marketing's business impact and earn greater influence in strategic decisions, hear how Piedmont approached the challenge.

Healthcare marketing runs on disconnected data, but what if AI could connect the dots and reveal what's really driving patient growth?

In this episode of the Ignite Healthcare Marketing Podcast, Lauren Leone, President at Cardinal Digital Marketing, and Rich Briddock, Chief Strategy Officer, introduce OmegaHealth, Cardinal's new AI growth operating system built for multi-location, multi-brand healthcare organizations. Rich explains how combining marketing data, operational insights, and healthcare-specific expertise can help teams move beyond manual reporting, uncover barriers to patient acquisition, and make smarter growth decisions.

You'll learn

• Why healthcare-specific AI delivers more value than generic AI tools
• How connected data can uncover operational issues hurting patient acquisition
• How AI can align advertising budgets with appointment availability across locations
• How automating analysis frees marketers to focus on strategy and optimization

If you're looking to connect the dots between marketing performance and patient growth, this episode is worth a listen.

RELATED RESOURCES

The healthcare marketing audit: 6 strategic checkpoints - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-audit-checklist/

The healthcare marketer's guide to conversion signal optimization - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/conversion-signal-optimization-strategy/

Building a privacy-safe engine for patient growth - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/health-system-privacy-safe-measurement-framework-case-study/

Healthcare PPC & Google Ads marketing trends in 2026 - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-ppc-google-ads-trends-2026/

Google's recent bidding change is creating new challenges for healthcare marketers managing Target CPA and Target ROAS campaigns with limited budgets.

In this episode of the Ignite Healthcare Marketing Podcast, Lauren Leone, President at Cardinal Digital Marketing, sits down with Evan Ilgenfritz, VP of Paid Media at Cardinal, to break down what the change means for healthcare advertisers and how marketers can respond. Evan walks through practical options for campaigns limited by budget, from adjusting targets and consolidating budgets to portfolio bidding, ad scheduling, and rethinking how media dollars are allocated.

You'll hear:

• How to approach Target CPA and Target ROAS under Google's new bidding rules
• When shared budgets and portfolio bidding can help with budget constraints
• How ad scheduling can help concentrate spend
• When limited budgets may call for a broader look at your channel mix

If you manage Google Ads across multiple healthcare locations, tune in for practical ways to navigate the change and make smarter budget decisions.

RELATED RESOURCES

The healthcare marketer's guide to conversion signal optimization - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/conversion-signal-optimization-strategy/

Healthcare PPC & Google Ads marketing trends in 2026 - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-ppc-google-ads-trends-2026/

Why healthcare groups shouldn't fear website consolidation - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/multi-site-healthcare-groups-website-consolidation/

The de novo marketing playbook for healthcare - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/de-novo-marketing-strategy-new-healthcare-locations/

Patient journeys are messy, measurement is getting harder, and healthcare marketers are under more pressure to prove growth.

In this special episode of the Ignite Healthcare Marketing Podcast, Lauren Leone, President at Cardinal Digital Marketing, and Ashley Petrochenko, VP of Brand Marketing, preview Scaling Up 2026 and the challenges shaping this year's program. From changing patient discovery and AI to measurement, media investment, and complex growth strategies, they break down what healthcare marketers should be preparing for as they head into 2027, including a first look at Cardinal's new AI tools, Pulse and NextSpot.

You'll hear:

• Why patient discovery is expanding beyond traditional search
• Why healthcare measurement needs to move past clicks and calls
• What a two year measurement project just proved is possible for patient growth
• A first look at Pulse and NextSpot, Cardinal's new tools for healthcare growth

Scaling Up 2026 is free and happening October 13-14. Tune in for a preview of where healthcare growth is headed and the conversations healthcare marketers should have on their radar.

Register for Scaling Up: Healthcare Performance Marketing Summit -https://www.cardinaldigitalmarketing.com/scalingup-healthcare-performance-marketing-summit/

RELATED RESOURCES

The healthcare marketer's guide to conversion signal optimization - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/conversion-signal-optimization-strategy/

Building a privacy-safe engine for patient growth - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/health-system-privacy-safe-measurement-framework-case-study/

The healthcare marketing audit: 6 strategic checkpoints - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-audit-checklist/

Healthcare PPC & Google Ads marketing trends in 2026 - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-ppc-google-ads-trends-2026/

AI can help healthcare marketers create more content, but it can't replace the human connection that earns a parent's trust.

On this episode of the Ignite Healthcare Marketing Podcast, host Ashley Petrochenko, VP of Brand Marketing at Cardinal Digital Marketing, sits down with Karen Wright, a pediatric marketing veteran with more than a decade of experience, including at Boston Children's Hospital. Karen shares why strong content starts with understanding what patients and caregivers actually need, and why AI, algorithms, and new channels shouldn't distract marketers from the fundamentals that build trust.

You'll learn:

• Why asking "why" should come before any content or AI decision
• How to show the human side of clinicians beyond credentials and expertise
• Why credible, original content matters more than chasing algorithms
• Where AI can help without compromising accuracy, trust, or humanity

If AI is changing how your team approaches content, this episode will help you keep the technology in perspective and the patient at the center.

RELATED RESOURCES

Connect with Karen- https://www.linkedin.com/in/karenwrightboston/

The healthcare marketing audit: 6 strategic checkpoints - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-audit-checklist/

How Meta's Andromeda changes healthcare carketing forever - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/meta-andromeda-update/

The PMAX creative strategy behind 44% more bookings - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/creative-strategy-pmax-patient-bookings-case-study/

Healthcare PPC & Google Ads marketing trends in 2026 - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-ppc-google-ads-trends-2026/

Media mix modeling can tell healthcare marketers where there may be more opportunity, but it can't answer every question about where and how to spend.

In this episode of The Strategists' Corner, Rich Briddock, Chief Strategy Officer at Cardinal Digital Marketing, and Ben Dutter, Chief Strategy Officer at Power Digital, unpack where MMM fits in a modern healthcare measurement strategy. As MMM becomes easier to access, they explore what it does exceptionally well, where healthcare's long patient journeys and fragmented data create limitations, and why the strongest measurement strategies pair modeling with testing and other sources of data.

In this episode, you'll learn:

• Where MMM adds the most value in healthcare and where it falls short
• Which leading indicators to model when patient revenue takes months to materialize
• How match market tests validate and add detail to what MMM predicts
• What to do when the data challenges existing media assumptions

If you're evaluating MMM or making media decisions with imperfect healthcare data, this is the episode to queue up next.

RELATED RESOURCES

A triangulation approach to healthcare marketing measurement - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/triangulation-healthcare-marketing-measurement-framework/

RevRx™: Unlocking the Power of Media Mix Modeling - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/media-mix-modeling-revrx/

The search plateau problem: Why healthcare marketers need incrementality testing - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-incrementality-testing/

The healthcare marketer's guide to conversion signal optimization - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/conversion-signal-optimization-strategy/

More leads won't fix growth if patients are already slipping through the cracks in the journey you have.

In this episode of Ignite, Ashley Petrochenko, VP of Brand Marketing at Cardinal Digital Marketing, sits down with Jesse Feist, Director of Growth Marketing at Spring Fertility, to unpack where healthcare marketers are overlooking growth inside the funnel they already have. Drawing on 15 plus years across dozens of healthcare and fertility brands, Jesse breaks down how speed to lead, long-term nurture, conversion friction, and patient advocacy turn existing demand into sustainable growth, and why AI powered search is starting to reward real patient trust over paid reach.

You'll learn:

• Where to find conversion friction before increasing ad spend
• Why speed to lead can make or break patient acquisition
• How to nurture patients through long, complex decision journeys
• How to turn happy patients into advocates that fuel organic and AI driven discovery

If you want to uncover more growth from the demand and patient trust you already have, this episode of Ignite is one to listen to next.

RELATED RESOURCES

Connect with Jesse - https://www.linkedin.com/in/jesse-fiest-4926369a/

The healthcare marketer's guide to conversion signal optimization - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/conversion-signal-optimization-strategy/

What is a patient journey? Examples to grow your practice - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/what-is-a-patient-journey-grow-your-practice/

How to build a full-funnel healthcare marketing strategy - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-full-funnel-marketing-strategy/

Marketing + operations: Why total alignment is vital to growth - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-operations-alignment/

Marketers who wait until opening day to promote a new location are already behind.

In this episode of Ignite, host Lauren Leone, President of Cardinal Digital Marketing, sits down with Evan Ilgenfritz, VP of Paid Media at Cardinal, to break down how multi-location healthcare organizations can build a smarter, repeatable playbook for de novo growth. They walk through how media strategy should evolve from pre-launch awareness, to patient acquisition, to an evergreen approach that keeps provider schedules full.

You'll learn:

• How to build demand before a new location opens, without wasting budget too early
• The real launch trigger marketers miss, and why it isn't the day your doors open
• Which media channels matter at each stage, from awareness to conversion to evergreen
• How to turn every de novo launch into a sharper playbook for the next one

If you're planning new locations or scaling into new markets, this episode will help you build a smarter, more repeatable approach to de novo growth.

RELATED RESOURCES

The de novo marketing playbook for healthcare - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/de-novo-marketing-strategy-new-healthcare-locations/

4 essential steps for marketing your de novo office - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/dso-de-novo-digital-marketing-strategy/

Why healthcare groups shouldn't fear website consolidation - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/multi-site-healthcare-groups-website-consolidation/

https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/expanding-channel-media-mix-strategy/ - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/performance-creative-the-key-to-paid-media-success/

What if orthopedic growth starts long before a patient needs an appointment?

On this episode of Ignite, Ashley Petrochenko, VP of Brand Marketing at Cardinal, sits down with Brandon Weinberg, Senior Brand Strategist at Rothman Orthopaedics, to unpack how Rothman builds trust before the moment of need. Drawing on his background in sports marketing with the Philadelphia Phillies and Milwaukee Brewers, Brandon shares how Rothman uses community partnerships, patient stories, educational content, and digital access to stay relevant across the patient journey, from an urgent injury to elective surgery.

In this episode, you'll learn:

•

How sports partnerships create trust before patients need care

•

How Rothman balances urgent and considered patient journeys

•

Why authentic patient stories can strengthen orthopedic brand preference

•

How marketing teams can grow demand while staying aligned with physician capacity

If you want to rethink how your healthcare brand builds patient relationships before the moment of need, this episode is worth a listen.

RELATED RESOURCES

Connect with Brandon - https://www.linkedin.com/in/brandonweinberg/

Why capacity-driven marketing is non-negotiable - https://www.cardinaldigitalmarketing.com/capacity-driven-marketing-media-investment-strategy/

What is a patient journey? Examples to grow your practice - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/what-is-a-patient-journey-grow-your-practice/

How to build a full-funnel healthcare marketing strategy - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-full-funnel-marketing-strategy/

Why healthcare groups shouldn't fear website consolidation - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/multi-site-healthcare-groups-website-consolidation/

Most DSOs think scale requires complexity. But what if one brand could actually make growth simpler?

On this episode of Ignite, host Ashley Petrochenko, VP of Brand Marketing at Cardinal, sits down with April Sharry, VP of Marketing at Dental Depot. April shares how she has spent 10 years helping scale the organization to 40 general dentistry locations and five orthodontic practices across four states, while keeping one recognizable brand at the center. She breaks down how that approach simplifies campaigns, budget allocation, and marketing operations while preserving the founder-led culture and community roots that make Dental Depot stand out.

You'll walk away with:

• How one brand architecture simplifies marketing across dozens of locations
• Why founder-led culture protects brand integrity through expansion
• How fixing review management helped Dental Depot reach 4.7 stars
• Why community marketing can build recognition beyond traditional ROI

If you're navigating multi-location growth or weighing a move toward one unified brand, this episode offers a practical blueprint for scaling without sacrificing what makes the brand memorable.

RELATED RESOURCES

Connect with April - https://www.linkedin.com/in/aprilsharry/

DSO marketing: Branded house vs. house of brands - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/dso-marketing-branded-house-vs-house-of-brands/

Why healthcare groups shouldn't fear website consolidation - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/multi-site-healthcare-groups-website-consolidation/

4 essential steps for marketing your de novo office - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/dso-de-novo-digital-marketing-strategy/

Dykema DSO 2026 takeaways: What dental marketers need to know for a strong EOY - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/dykema-dso-2026-takeaways-what-dental-marketers-need-to-know-for-a-strong-year-end/

If you're still measuring marketing with disconnected dashboards, you're leaving patient growth on the table.

In this episode of Ignite, host Ashley Petrochenko, VP of Brand Marketing, sits down with Kassie Churchill, VP of Marketing at Kids Care Dental & Orthodontics, to unpack how her team rebuilt a broken attribution system into 14% new patient growth. They dig into why AI search, online reviews, and hyperlocal marketing are reshaping how parents choose healthcare providers, and how to tie every initiative back to measurable business outcomes.

You'll learn:

•

How to rebuild attribution around patient growth instead of vanity metrics

•

Why AI search and ChatGPT are already driving patient bookings

•

How a review generation strategy drove an 85% increase in five star reviews

•

How to prove marketing's impact with executive-level metrics

Listen in to learn how today's healthcare marketers are turning better measurement into better patient growth.

RELATED RESOURCES

Connect with Kassie - https://www.linkedin.com/in/churchillk/

Optimizing for AI search: A new era in healthcare marketing - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/optimizing-for-ai-search-a-new-era-in-healthcare-marketing/

What is a patient journey? Examples to grow your practice - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/what-is-a-patient-journey-grow-your-practice/

How to build a full-funnel healthcare marketing strategy - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-full-funnel-marketing-strategy/

Building a privacy-safe engine for patient growth - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/health-system-privacy-safe-measurement-framework-case-study/

Your bottom-funnel channels can only take you so far. If you're pouring more budget into search or Meta and paying more for the same pool of patients, it may be time to rethink how you're generating demand.

On this episode of the Ignite Healthcare Marketing Podcast, Lauren Leone, President of Cardinal Digital Marketing, sits down with Ruchi Patel, Group Media Director at Cardinal, to explain why Connected TV has evolved from a branding tactic into one of healthcare marketing's most effective demand generation channels. Drawing from real client campaigns, Ruchi shares how healthcare organizations can overcome market saturation, expand their audience before patients start searching, and turn CTV into an evergreen driver of patient growth.

You'll learn:

• Why bottom-funnel marketing eventually reaches a growth ceiling
• How CTV creates demand that improves downstream conversions
• The KPIs that prove CTV is driving business results
• How to optimize CTV with audience, creative, and cross-channel testing

If you want to build a more sustainable patient acquisition strategy instead of simply spending more on existing channels, this is an episode you won't want to miss.

RELATED RESOURCES

When & How to Expand Your Healthcare Media Mix - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/expanding-channel-media-mix-strategy/

How to Build a Full-Funnel Healthcare Marketing Strategy - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-full-funnel-marketing-strategy/

How to Build a Full-Funnel Healthcare Marketing Strategy - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-full-funnel-marketing-strategy/

Performance Creative: The Key to Paid Media Success - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/performance-creative-the-key-to-paid-media-success/

Generating more leads isn't enough if patients can't book an appointment when they're ready.

In this episode of Ignite, Ashley Petrochenko Cardinal's VP of Brand Marketing sits down with Dental Marketing Industry Expert Ana Doran to explore why patient acquisition depends on more than great campaigns. Drawing on her experience supporting multi-location dental organizations, Ana shares how speed to lead, operational readiness, AI-powered engagement, and authentic branding help practices turn more inquiries into booked appointments.

You'll learn:

• Why responding within 30 seconds can dramatically improve appointment bookings
• Why marketing and operations must work together to drive patient growth
• Why show rates matter more than lead volume when measuring marketing success
• What to validate before scaling a winning campaign across locations

If you want your marketing to convert more patients instead of simply generating more leads, hit play on this episode.

RELATED RESOURCES

Connect with Ana - https://www.linkedin.com/in/ana-doran-ab5b53185/

Marketing + Operations: Why Total Alignment is Vital to Growth - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-operations-alignment/

Is Your Organization Actually Ready for Marketing? - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/marketing-readiness/

What is a Patient Journey? Examples to Grow Your Practice - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/what-is-a-patient-journey-grow-your-practice/

How to Build a Full-Funnel Healthcare Marketing Strategy - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-full-funnel-marketing-strategy/

Healthcare marketing doesn't have a lead problem. It has an operations problem.

In this episode of Ignite, Ashley Petrochenko, VP of Brand Marketing at Cardinal, sits down with Colleen Mulder, a Multi-site, Private Equity Marketing Consultant and Fractional CMO, to explore why patient acquisition depends on far more than great marketing. Colleen shares how the fastest-growing healthcare organizations align marketing, operations, finance, and providers to turn patient demand into measurable business growth, instead of losing patients somewhere between the click and the appointment.

You'll walk away with:

• Why patient acquisition depends on operational readiness, not just marketing spend
• How to measure marketing using completed visits, revenue, and EBITDA instead of vanity metrics
• Why referrals and direct-to-patient marketing should work together across one patient journey
• A practical framework for scaling campaigns across multiple locations without creating operational bottlenecks

If you want to prove marketing's impact beyond leads and build a stronger healthcare growth engine, this is the episode to queue up next.

RELATED RESOURCES

Connect with Colleen - https://www.linkedin.com/in/colleen-mulder-94717310/

Marketing + Operations: Why Total Alignment is Vital to Growth - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-operations-alignment/

Why Capacity-Driven Marketing Is Non-Negotiable - https://www.cardinaldigitalmarketing.com/capacity-driven-marketing-media-investment-strategy/

Is Your Organization Actually Ready for Marketing? - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/marketing-readiness/

What is a Patient Journey? Examples to Grow Your Practice - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/what-is-a-patient-journey-grow-your-practice/

Patient trust is becoming one of the biggest competitive advantages in healthcare, and reducing friction is where it starts.

On this episode of Ignite, host Rich Briddock, Cardinal's Chief Strategy Officer, sits down with Pete Deutschman, CMO and Chief Partnership Officer at http://patient.com/, to discuss why one of healthcare's biggest challenges isn't clinical quality, it's administrative friction. Pete shares how confusing benefits, repeat paperwork, and fragmented digital experiences create real barriers to care, and why trusted, AI-powered navigation will define the next era of healthcare marketing.

In this episode you'll learn:

• Why patient trust has become a key driver of healthcare growth
• How administrative friction hurts both patient experience and provider performance
• What patients actually fear about AI recommendations in healthcare
• Practical ways healthcare marketers can build stronger, long-term patient relationships

If you're looking to better understand how patient trust and administrative friction are shaping the future of healthcare marketing, this episode is worth a listen.

RELATED RESOURCES

Connect with Pete - https://www.linkedin.com/in/petedeutschman/

What is a Patient Journey? Examples to Grow Your Practice - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/what-is-a-patient-journey-grow-your-practice/

2026 Healthcare Marketing Trends: The New Rules Redefining Growth - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-trends-2026/

Harnessing the Power of AI Marketing for Healthcare - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/harnessing-ai-marketing-for-healthcare/

How to Build a Full-Funnel Healthcare Marketing Strategy - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-full-funnel-marketing-strategy/

Healthcare marketers often know what needs to change. Getting the organization to act on it is the hard part.

In episode three of The Strategists' Corner, host Rich Briddock sits down again with Ben Dutter, Chief Strategy Officer at Power Digital, to explore why the biggest barrier to better marketing isn't strategy. It's organizational change. Together, they unpack what actually drives resistance inside marketing teams, how to challenge long held assumptions with evidence, and how to build a testing culture that earns leadership trust.

You'll learn:

• The three real blockers stopping marketing teams from changing course
• Why provocation often works better than education when driving change
• How long to actually run a test before you call it a failure
• How to build testing roadmaps that earn stakeholder trust and improve performance

If you've ever struggled to get your team or C-suite on board with a better way forward, this is the episode that gives you the tools to make the case.

RELATED RESOURCES

The Search Plateau Problem: Why Healthcare Providers Need Incrementality Testing - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-incrementality-testing/

RevRx™: Unlocking the Power of Media Mix Modeling - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/media-mix-modeling-revrx/

When & How to Expand Your Healthcare Media Mix - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/expanding-channel-media-mix-strategy/

How to Build a Healthcare Marketing Roadmap That Drives Patient Growth - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/how-to-build-digital-marketing-roadmap/

Your Meta targeting isn't reaching who you think it is, and your creative is why.

On this episode of Ignite Healthcare Marketing Podcast, Cardinal President Lauren Leone sits down with Group Media Director Brandon Wilhelm to break down why creative is now the most important media decision you make. As AI-driven platforms like Meta and Google take over audience selection, the concepts and assets you load into a campaign have become the primary signal determining who sees your ads. If your creative brief isn't being built alongside your media strategy, you're already behind.

You'll walk away knowing:

• Why Meta's Andromeda update shifted targeting power to your creative
• How to build distinct messaging pillars that actually move performance
• What a 3x performance lift looks like when creative strategy leads the build
• How to unify creative concepts across paid social, search, and programmatic

If you're still relying on audience targeting as your main growth strategy, this conversation will change how you think about media performance.

RELATED RESOURCES

Performance Creative: The Key to Paid Media Success - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/performance-creative-the-key-to-paid-media-success/

How Meta's Andromeda Changes Healthcare Marketing Forever - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/meta-andromeda-update/

Mastering Performance Max (PMAX) for Healthcare - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/performance-max-pmax-healthcare-guide/

The Meta Strategy That Reduced Acquisition Costs by 73% - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/meta-strategy-patient-acquisition-case-study/

AI won't save a weak creative strategy, it will just produce more of it, faster.

Cardinal's President Lauren Leone sits down with Sr. Creative Director Jean Zhang on the Ignite Healthcare Marketing Podcast to break down what it actually takes to make AI work in healthcare marketing. From Meta's Andromeda update to real production tests comparing AI video against traditional shoots, this conversation covers the creative shift that's quietly reshaping performance marketing.

You'll walk away knowing:

• Why creative diversity is now a targeting signal, not just a design preference
• How to use AI for production speed without losing brand authenticity
• Where AI genuinely falls short in the creative process (and what to do instead)
• Quick wins in-house teams can act on right now with limited resources

If you're trying to keep up with the changing role of creative in healthcare marketing, don't miss this conversation.

RELATED RESOURCES

How Meta's Andromeda Changes Healthcare Marketing Forever - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/meta-andromeda-update/

Performance Creative: The Key to Paid Media Success - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/performance-creative-the-key-to-paid-media-success/

Harnessing the Power of AI Marketing for Healthcare - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/harnessing-ai-marketing-for-healthcare/

Mastering Performance Max (PMAX) for Healthcare - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/performance-max-pmax-healthcare-guide/

Most behavioral health marketers are talking to patients in a language patients don't speak, and it's costing them admissions.

On Ignite, host Ashley Petrochenko, Cardinal's VP of Brand Marketing, sits down with Jennifer Munoz-Callahan, VP of Digital Performance at Promises Behavioral Health, to explore how behavioral science can transform the way healthcare organizations connect with patients. Drawing from her experience in behavioral health and her personal connection to the space, Jennifer shares why understanding patient fears, motivations, and decision-making is critical to driving meaningful growth.

You'll walk away knowing:

• Why patients are the toughest persona to convert and how to actually reach them
• How speed-to-call and admissions team alignment directly impact patient acquisition
• What retention marketing looks like after a patient leaves your facility
• Why plain language outperforms clinical terminology every time

If behavioral health marketing is part of your world, this conversation will change how you approach every message you send.

RELATED RESOURCES

Connect with Jennifer - https://www.linkedin.com/in/jennifer-munoz-callahan/

The Key Behavioral Health Marketing Trends Shaping 2026 - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/mental-behavioral-health-trends-2026/

What is a Patient Journey? Examples to Grow Your Practice - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/what-is-a-patient-journey-grow-your-practice/

Marketing + Operations: Why Total Alignment is Vital to Growth - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-operations-alignment/

How to Build a Full-Funnel Healthcare Marketing Strategy - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-full-funnel-marketing-strategy/