Building The Children’s Minnesota Brand Repost, with Hillery Smith Shay
A Brave New Podcast
Hillery Smith Shay, MBA is chief marketing and experience officer, senior vice president of communications at Children’s Minnesota. Hillery Shay joined Children’s Minnesota in 2021, as VP of marketing and communications and is now chief marketing and experience officer, senior vice president of communications. She provides strategic direction for organizational marketing and communications. She is also responsible for defining and building an organization-wide experience strategy. Ms. Shay brings nearly 25 years of leadership experience in health care and mass communication, with a...
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The Evolution of the Sickbay Brand, with Jennifer Lazarz
A Brave New Podcast
Jennifer Lazarz is Director of Marketing at Medical Informatics Corp. (MIC), where she now runs the company’s entire marketing function as a sole practitioner. Her work spans brand strategy, demand generation, content, and go-to-market execution for the Sickbay Clinical Platform, an FDA-cleared patient monitoring solution used by health systems nationwide. Since joining MIC in 2022, Jennifer has grown the company’s digital footprint from a minimal presence into a full content and demand engine, driving a 6x increase in website traffic and a 400% increase in content output through an...
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Building Trust in Digital Health, with Geoffrey Schiavon
A Brave New Podcast
Geoffrey Schiavon is a marketing leader with more than 15 years of international experience driving growth through B2B2C business models across ecommerce and health tech. His expertise spans performance marketing, customer engagement, strategic partnerships, and go-to-market strategy, helping businesses build lasting relationships and drive sustainable revenue growth. Before joining dacadoo as Head of Marketing & Client Success, Geoffrey spent nine years at Webloyalty, where he held a variety of marketing leadership roles, partnering with leading retailers and ecommerce businesses across...
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Marketing at Scale, with Ashley Buehnerkemper
A Brave New Podcast
Ashley Buehnerkemper is Director of Marketing at VitalSkin Dermatology, where she has led marketing and brand strategy since the company's inception in 2019, growing the platform from its earliest locations to more than 40 today. Her role spans far beyond traditional marketing: as a member of VitalSkin's executive leadership team, she owns the martech stack, performance reporting, and brand governance across a fast-growing, multi-brand dermatology group, with a particular focus on driving tight alignment between marketing and operations. Before joining VitalSkin, Ashley spent 11 years at...
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Where Brand Building & Performance Marketing Intersect, with Kristi Annes
A Brave New Podcast
Kristi Annes is a healthcare marketing executive with more than 15 years of experience building brands and driving growth at some of the most influential companies in health IT. Kristi currently serves as VP of Marketing Strategy at IMO Health, a private equity-backed leader in clinical intelligence and data solutions, where she has spent nearly a decade defining how the company shows up in the market. When IMO Health acquired Melax Tech, she led the marketing integration — unifying teams, technology, and execution to deliver impact from day one. Her path to that role ran through one...
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HubSpot Sensitive Data Update, with Hank Lander
A Brave New Podcast
Product Management and innovation enthusiast, Hank Lander, currently serves as a Group Product Manager at HubSpot, focusing on Customer Data Protections. Hank's expertise lies in launching new products and building product pipelines. Prior to his current role, he was the Director of Product at ZoomInfo and worked at multiple early-stage startups. Hank holds an MBA in Entrepreneurship from MIT Sloan School of Management and a BS in Computer Science from Georgia Institute of Technology. What you’ll learn about in this episode: How AI is reshaping sensitive data governance inside HubSpot....
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The Branding Multiplier, with Josh Dougherty
A Brave New Podcast
Josh Dougherty is a brand strategist, speaker, and the founder and CEO of A Brave New, a Seattle-based branding agency that crafts bold and memorable healthcare brands. They have specific expertise in healthcare technology, hospitals and specialty care providers, and healthcare nonprofits. Josh has 15 years experience building new brands from scratch, refreshing existing brands and building strategies to bring those brands to life in the market. What you’ll learn about in this episode: How your brand can serve as a multiplier of your marketing efforts if you’ve take the time to craft a...
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Service Pivots and Brand Evolution, with Jennifer Sargent
A Brave New Podcast
Jennifer is a seasoned healthcare leader with expertise in leading start-up and high growth organizations, with a proven track record of executing on go-to-market and growth strategies in the employer, payor and provider channels. Jennifer currently serves as Chief Executive Officer of Pacify Health, a leader in tech-enabled Maternity Management Solutions. Previously, Jennifer served as General Manager and Chief Commercial Officer for Vera Whole Health, an advanced primary care organization and at Optum as Senior Vice President, Commercial Growth. Jennifer serves as a board...
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Brand Architecture and Healthcare M&A, with Josh Dougherty
A Brave New Podcast
Josh Dougherty is a brand strategist, speaker, and the founder and CEO of A Brave New, a Seattle-based branding agency that crafts bold and memorable healthcare brands. They have specific expertise in healthcare technology, hospitals and specialty care providers, and healthcare nonprofits. Josh has 15 years experience building new brands from scratch, refreshing existing brands and building strategies to bring those brands to life in the market. What you’ll learn about in this episode: Why branding decisions during mergers and acquisitions shouldn’t be treated as an afterthought. The...
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People Are the Brand: How VitalPath Builds Trust Through Execution, with Bridget Locke
A Brave New Podcast
Bridget Locke is Vice President of Strategic Marketing at VitalPath, a leading contract design and manufacturing partner focused on complex catheter solutions for the medical device industry. She specializes in helping highly technical B2B organizations translate complex capabilities into clear market positioning, scalable growth strategies, and high-impact customer engagement. With experience spanning strategic marketing, sales alignment, brand development, M&A integration, and commercial strategy, Bridget has built and led growth initiatives across the medtech manufacturing ecosystem....
info_outlineA seasoned digital marketing strategist with expertise in brand content development, digital advertising, and advocacy campaigns. Erica Klinger is responsible for helping some of the most consequential and impactful brands and non-profits tell their stories to audiences that matter. Erica’s strategic vision and data-driven approach have helped Fortune 500 companies and major non-profits generate unprecedented audience growth and bottom-line impact.
Currently, Erica is the Senior Director of Marketing at the Association for Accessible Medicines, the advocacy arm of the generics and biosimilars industry, where she works to ensure greater patient access to generic and biosimilar medicines. At AAM, Erica uses emerging digital and social media marketing techniques to convene and educate a diverse group of stakeholders to achieve priority goals.
Before joining AAM, Erica was the Director of Interactive Promotion and Strategy at St. Jude Children’s Research Hospital and the Director of Marketing at Seattle Foundation. Erica has held VP channel strategy, creative director, senior digital strategist, and web developer roles at digital agencies and directed the digital creative, applications, and ad campaigns for Fortune 500 companies including Hilton Worldwide and FedEx.
Erica’s unique experience as a digital pioneer and strategic marketer has created unprecedented campaign results and earned her speaking appearances and podcasts including Voices of Advocacy podcast, Advocacy Desk podcast, Public Affairs Council Advocacy Conference 2020, National Press Club's PR Summit DC 2019, ASAE 2019 Annual Conference, CommA Conference for Foundations and the first-ever Google Nonprofit Summit in DC.
Erica enjoys using sophisticated digital strategies to digitally transform organizations and crafting high-value, educational consumer content. A mother of three with a passion for the outdoors, Erica enjoys spending time with her family and hiking in her free time.
What you’ll learn about in this episode:
- Why generic pharmaceutical companies have a unique marketing challenge and need more education and advocacy support than traditional pharmaceutical brands
- How grassroots advocacy can be more impactful than standard marketing practices for the right products
- How do you start a grassroots effort from scratch without a list
- Why Erica has found greater success with infographics, videos, and quizzes than less visual forms of content like emails
- How the pandemic has allowed older generations to conquer the hurdle of technology, first out of necessity and now preference
- How Erica learns new MarTech tactics and strategies from others in her industry and decides which to test
Resources:
- Website: https://accessiblemeds.org/
- LinkedIn: https://www.linkedin.com/in/ericaklinger/
- https://www.linkedin.com/company/accessiblemeds/
- Facebook: https://www.facebook.com/accessiblemeds
- Twitter: https://twitter.com/ericaklinger
- https://twitter.com/accessiblemeds
Additional resources:
A Brave New’s website: www.abravenew.com