Swaay.Health Podcast

Sometimes the need for a rebrand is obvious. Other times it builds slowly — years of small frustrations, confusing explanations, and branding limitations that start to drag on growth. This is one of those stories. And if you’re part of a small, scrappy healthcare organization, it’s worth paying attention to how this rebrand came together on a shoestring budget.

Jen Horonjeff, founder of Real Patients, shared why her organization re...

The healthcare technology market is oversaturated with automated content and digital noise, making it increasingly difficult for brands to establish genuine authority. PR professionals can help but only if they remember tried-and-true strategies like building relationships with trusted media and going to events to meet influencers in-person.

Beth Friedman, Senior Partner and Molly Health Account Executive at FINN Partners sat down ...

Is it fair that healthcare organizations prefer to do business with agencies and individuals exclusively focused on this industry? That depends on whether you have recently lost a healthcare opportunity. For Amsive, this moment became a catalyst for launching a specialized brand.

Craig Blake, Agency Growth at Amsive, joined Swaay.Health to discuss the launch of Amsive Health and what it reveals about how healthcare organizations ch...

If a health IT company is sending different messages in its materials (technical and marketing) or through its sales team, clients will have trouble trusting the company or even knowing whether its solution is relevant to them. If customers’ online research turns up a different focus from what the company is saying in sales and marketing, that too is a big problem.

fuoco helps healthcare firms coordinate their messaging, content an...

Healthcare marketers want clinicians and subject matter experts front and center. But when it’s time to involve them, calendars fill up and responsibility gets passed around. One organization stepped back, rethought how SME engagement actually works, and now has a waiting list of experts eager to contribute.

This conversation brings together Alexandria Diaz, VP of Marketing at Ventra Health, and Marnie Hayutin, Founder & CEO of...

Healthcare websites are not dying. They are just evolving from the job they have been doing for the past decade.

The idea that websites are soon to be obsolete is more about click-bait rather than true marketing insight. For healthcare marketers, websites will continue to be an important anchor point for campaigns, for access, and for knowledge. It just may not be the ultimate destination for people seeking quick answers.

Swaay.Hea...

We let ChatGPT be the third host

Brittany Quemby and I decided to try something new. We asked ChatGPT what it sees most often from healthcare marketers and then tried to guess the answers ourselves. Think of it as “AI says… and Swaay responds”.

We asked four things: the most overused word, the city people plan events around, the conference they’re researching, and what they’re actually using ChatGPT for.

Brittany and I had a friend...

Any marketer that has been at a startup knows the moment when the founder story that once opened doors and got people excited starts raising eyebrows. What felt authentic and scrappy during the startup phase begins to feel tired and a bit risky when scaling. The challenge is recognizing when founder-centric branding stops being a springboard and becomes an anchor.

Swaay.Health sat down with Sue McCluskey, Partner, and Carey George,...

Website dashboards are looking very different these days. Traffic is down. Once reliable buying signals are fading away. Why? One big reason is the the nature of search is changing and healthcare marketers need to adapt quickly.

Alexis Pratsides, Global Head of Digital at FINN Partners, sat down with Swaay.Health to talk about the rapid evolution of search and what it means for healthcare marketers trying to protect trust, relevanc...

It’s kind of crazy to think back to the COVID days when we wondered about the future of live events. It is clear now that people love to attend conferences to engage with their peers. There’s something about connecting with a live person that can’t be replicated digitally. We’re seeing that at our own healthcare marketing conference and the many healthcare IT conferences we attend each year.

In a recent inte...

Health care lags behind many other industries in marketing (as it does in patient experience, data interoperability, and other areas). According to Ty Allen, President of Patient Experience & Growth at RLDatix, these other industries have been using what he calls “guerrilla marketing tactics” to pinpoint goo...

The healthcare search landscape is changing fast and AI is at the center of it.

As a follow-up to our incredibly popular Search UnWebinar earlier this year, I sat down with Lacey Reichwald, Director of Marketing at Aha Media Group, to unpack some of the biggest questions we didn’t have time to address live. We explored what’s actually driving visibility, traffic, and trust in this new era of search.

From AI-powered search results t...

Healthcare often defaults to safety. Approved spokespeople. Carefully controlled environments. A standardized voice. But safety doesn’t connect with audiences – especially when the message involves something deeply personal, stigma, or a rarely discussed topic. In those cases, what protects the brand can distance the patient.

What This Conversation Revealed

• Trust accelerates when marketing ext...

Account Based Marketing (ABM) is scary and can be a drain on resources if it is not implemented thoughtfully. Many companies, therefore, avoid it or worse, are wasting significant time and effort on the wrong ABM strategies. ABM isn’t hard to get right, but it does take planning.

Why Most ABM Programs Stall Before They Start
Saul Marquez, CEO of Outcomes Rocket, joined Swaay.Health to unpack why ABM delivers such a strong ROI in he...

Healthcare audiences haven’t just tuned out ads. They’ve grown wary of them. The real risk isn’t low click-through rates. Instead, it’s the risk that hyper-personalization starts to undermine trust with patients, clinicians, and caregivers.

Why Trust is Paramount

That concern shaped a recent conversation with Rob Janes, Head of Product at AdButler. We talked about how healthcare organizations are monetizing digital e...

Healthcare marketing leaders are operating in an environment that rarely slows down. Budgets tighten. Teams shrink. Regulations shift. Now on top of all that, AI has changed the game entirely, accelerating timelines while introducing new norms around trust, accuracy, and impact.

In these uncertain times, we healthcare marketing needs resilient leaders. But what does resilience look like in 2026? We put that question to Swaay.Health...

One of the newest and hottest health IT conferences is the ViVE conference organized by the HLTH and CHIME teams.  The conference brings together health IT leader from provider organizations in a collaborative and vibrant conference. Since this has become an important conference in the world of health IT, we wanted to sit down with the team at HLTH to learn more about the ViVE 2026 conference from a sponsor perspective.

In this dis...

In many healthcare organizations, marketing still gets called in after decisions are made. The launch date is set. The portal is live. The job postings are already written. Then comes the ask: “Can you make this look better?” It’s a familiar pattern and a missed opportunity.

Why Marketing Needs to be a Healthcare Operations Partner

That dynamic came up in a recent conversation with Sean Fitzpatrick, Chief Marketing Office...

Healthcare marketers have spent the last few years making uncomfortable tradeoffs. Track less on websites and apps to stay compliant. Accept fuzzier insights to avoid risk. The prevailing assumption has been that partial data is simply the price of doing business. That assumption is starting to break down.

Privacy, Precision, and the End of Healthcare Marketing Workarounds

Russell Reid, Chief Technology Officer at Alliance...