Swaay.Health Podcast

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 appro...

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 ...

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.

The acquisition of Cardinal Digital Marketing by Power Digital Marketing was big news.

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.

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 irrati...

Not only are patients and customers rapidly depending on artificial intelligence for answers to health questions; AI also underpins conventional web searches more and more. Many readers of this site are experiencing the shift for themselves, and it is confirmed by the observations of Jorge Fimbres, Digital Marketing Director at Envision Health.

Most healthcare rebrands grind to a halt in the boardroom, suffocated by subjective opinions and “one more tweak”. We’ve all been there. But when you stop guessing at what executives might like and start rooting your creative choices in hard research, buy-in becomes a by-product, not a battle. This is exactly what happened with Illumia’s recent rebrand.

Healthcare conferences are a whirlwind of early mornings, long days, and late-night conversations—exhilarating, exhausting, and often incredibly valuable all at once.

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.

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.

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.

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.

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.

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

We let ChatGPT be the third host

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.

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.