A Brave New Podcast

Great marketing is all about making smart decisions, developing your discipline, understanding and meeting the needs of your prospective customers, and putting in place the right systems to make the whole process easier. A Brave New Podcast, with brand and marketing strategist Josh Dougherty, is here to teach you how to truly unlock your business potential through the power of marketing! Each episode will bring you insights, best practices, and top strategies from a variety of business leaders and marketing & sales experts. Tune in to A Brave New Podcast to learn how to build a more memorable brand and accelerate your growth with bold marketing.

Where Brand Building & Performance Marketing Intersect, with Kristi Annes 07/08/2026

Where Brand Building & Performance Marketing Intersect, with Kristi Annes 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 of health IT’s most notable transactions: the IBM acquisition of Merge Healthcare. As Director of Performance Marketing at Merge, Kristi was retained post-acquisition to lead segment marketing inside IBM Watson Health, guiding a specialized healthcare brand through the demands of integrating into one of the world’s largest technology organizations. Earlier in her career, Kristi held marketing leadership roles at the American Hospital Association, where she helped launch AHA SmartMarket, and began her career in brand and creative strategy at Shaker Recruitment Advertising. Kristi holds a Bachelor of Science in Marketing from Illinois State University. What you’ll learn about in this episode: How IMO Health keeps its mission focused on improving patient and clinician experiences while developing AI-ready solutions. How Kristi defines branding beyond logos and visuals, and why emotional connection and trust are essential in B2B healthcare. Why enterprise healthcare buyers make decisions emotionally, and how brands that deliver clarity, reliability, and human centered messaging stand out in complex markets. How collaboration between brand, content, product, and performance marketing teams create cohesive campaigns, leading to stronger business impact. How Kristi’s team approaches attribution, pipeline generation, and ROI during the complexities of long healthcare buying cycles. How interactive virtual experiences, research-driven surveys, and creative engagement are outperforming webinars and generating meaningful conversations with prospective customers. Practical ways AI is helping marketing teams automate reporting, content creation, and operational tasks. Why future marketing leaders will oversee both people and AI agents, balancing automation with strategy, ethics, and relationship-building. Additional resources: /episode/index/show/abravenew/id/41979175

HubSpot Sensitive Data Update, with Hank Lander 07/01/2026

The Branding Multiplier, with Josh Dougherty 06/24/2026

Service Pivots and Brand Evolution, with Jennifer Sargent 06/10/2026

Brand Architecture and Healthcare M&A, with Josh Dougherty 06/04/2026

People Are the Brand: How VitalPath Builds Trust Through Execution, with Bridget Locke 05/27/2026

People Are the Brand: How VitalPath Builds Trust Through Execution, with Bridget Locke 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. Her career has included leadership roles at Vantedge Medical, ATL Technology, Heraeus Medevio, and Northwire, where she partnered closely with executive teams to align marketing, sales, and business strategy in complex and regulated industries. At VitalPath, Bridget focuses on building a brand centered around collaboration, technical partnership, responsiveness, and innovation, helping OEMs accelerate the development and commercialization of next-generation catheter technologies. She is particularly passionate about aligning strategy with execution, creating strong sales and marketing integration, and leveraging emerging technologies like AI to enhance both customer experience and operational effectiveness. Based in the Minneapolis-St. Paul medtech hub, Bridget brings a practical, growth-oriented perspective on branding, leadership, and the evolving future of medical device innovation. What you’ll learn about in this episode: How VitalPath differentiates in a competitive market by being the responsive, collaborative specialist rather than the large generalist. Why the strongest MedTech brands are built on focus and people, not capabilities lists. The importance of understanding your customer journey and what it looks like to map that out in a B2B contract manufacturing context. How Bridget approaches sales and marketing alignment, including her perspective on having sales operations aligned within the marketing organization. What marketing in a PE-backed company looks like, and how to think about your four distinct audience profiles. Where AI is adding value today in MedTech marketing, and where the human touch can’t be replaced. Additional resources: /episode/index/show/abravenew/id/41379270

Building A Medical Device Brand, with Sharon Dayan 05/20/2026

Building A Medical Device Brand, with Sharon Dayan Sharon Dayan is an accomplished, strategic marketing executive with over 15 years of experience driving growth for B2B, early-stage, and global technology and healthcare companies. Dedicated to working towards a "Healthier Tomorrow," Sharon has built a career around using cutting-edge technology to improve patient outcomes and solve complex market needs. Currently serving as the VP of Marketing at Biobeat, Sharon leads the marketing strategy for the company's ground-breaking, FDA-cleared, cuffless 24-hour blood pressure monitoring platform. By replacing uncomfortable, legacy cuff-based measurements with, a wireless patch that provides day and night data, the platform empowers clinicians to detect hypertension early and manage this condition, transition care to reactive precise management. Prior to this, she was the VP of Marketing at BRIA AI, responsible, Visual Generative AI platform for enterprises, and the Head of Global Marketing at Medix Global, where she managed multi-lingual teams across 12 global offices to advance health equity. Her diverse background also includes pivotal early leadership roles. A proactive, fast-learning leader, Sharon blends a strong academic foundation-including an MBA in Marketing & Entrepreneurship and a Master of Public Health (M.P.H.) with a proven track record of building brand stories, fostering strategic partnerships, and scaling businesses. What you’ll learn about in this episode: Why branding in medical devices isn't just about visibility, and why it's about building clinical credibility including giving physicians the confidence to rethink long-standing approaches. How Biobeat is redefining hypertension management with the first FDA-cleared cuffless 24-hour blood pressure monitoring patch, and why nighttime blood pressure data matters more than people realize. Why brand voice and creative strategy are still deeply human strengths, and why the soul of a brand can’t be automated, even as AI continues to evolve. Why product-market fit is a powerful marketing tool, and how solving a clear, meaningful problem makes storytelling more impactful. Why nearly half of Americans are living with hypertension, and how earlier, more accurate diagnosis could prevent serious downstream health issues and costs. How to identify and empower early adopters in a highly regulated industry where change moves slowly, and why those champions are essential for building momentum. Sharon's perspective on using AI in regulated marketing: where it’s valuable, where it falls short, and why human oversight remains critical. Additional resources: /episode/index/show/abravenew/id/41342760

NACCDO-CMCA Takeaways, with Josh Dougherty 05/06/2026

Building the Elektra Health Brand, with Jacqueline Parisi 04/29/2026

Building the Elektra Health Brand, with Jacqueline Parisi Jacqueline Parisi is the Head of Marketing at Elektra Health and brings over a decade of experience in brand strategy and growth marketing. She kicked off her career as the first U.S. copywriter at HelloFresh before transitioning into the digital health space. She has consulted for Seed to Series C digital health startups like Ophelia, Tend, Local Infusion, and Proper (incubated by Redesign Health). Jacqueline is an alumna of Boston College and NYU. She lives in Brooklyn, New York. What you’ll learn about in this episode: How Elektra Health is redefining women’s healthcare through a virtual, evidence-based model that combines clinical care, coaching, and community support. Jacqueline’s definition of branding and why it’s not just what you say, but what customers experience and believe after interacting with your brand. Jacqueline’s three pillars of a great brand including, consistency across every touchpoint, distinctiveness you can recognize without a logo, and the ability to deliver on your promise every time. Why a bold, positive brand is essential in breaking stigmas, especially in a space like menopause that has been historically overlooked or misrepresented. Why growth and brand-building should never be treated as separate efforts, and how strong branding improves performance marketing efficiency. How to think about measuring brand impact, from cost of acquisition (CAC and branded search to qualitative signals like perception in AI tools and customer feedback. Real-world ways AI is being used today to gain deeper research, social listening, and uncovering customer insights. The emerging trends shaping the future of marketing beyond AI, and why staying close to your customer will always be your biggest advantage. How to balance being critically rigorous and evidence-based while still sounding human, conversational, and actionable in your messaging. What Elektra Health wants to be known for in the next year, including approachability, unbiased care, and a commitment to science-backed outcomes. Additional resources: /episode/index/show/abravenew/id/41052220

Keys To Building A Great Culture, with Chad Kearns 04/22/2026

How Care2U Delivers High-Acuity Care at Home, with Lon Hecht 04/15/2026

How Care2U Delivers High-Acuity Care at Home, with Lon Hecht Lon Hecht is a seasoned healthcare executive with over 25 years of experience leading transformative growth. He joined Care2U as Chief Growth Officer in 2023 and became CEO in 2024, reflecting his strategic vision and results-driven leadership. Previously, Lon was SVP of Growth at Optum Home and Community Care, where he helped integrate and scale innovative healthcare models, including naviHealth, Landmark, Prospero, and Optum at Home. His leadership portfolio includes roles as Chief Commercial Officer at Utilize Health, VP of Payor and Provider Markets at Teladoc, Founder and CEO of QuickSeeMD, and VP of Sales at eviCore. Known for delivering exponential growth and building high-performing teams, Lon is a recognized leader in value-based care. He combines entrepreneurial drive with operational expertise and a strong network across payor and provider markets. Lon holds a B.S. in Marketing from West Chester University of Pennsylvania and resides with his family on the Jersey Shore. What you’ll learn about in this episode: How Care2U has positioned its brand around a disruptive care model, delivering high acuity care at home, and how that promise is translated into messaging that makes a complex healthcare service understandable to different audiences. How Care2U differentiates its brand by owning a distinct positioning around acuity, access, and cost in a way that resonates with both payers and patients. The real-world patient impact of receiving hospital-level care at home, combined with a rapid-response model that deploys clinicians within 2-4 hours to deliver high-acuity treatment at home. How payer alignment shapes credibility, and why the ability to speak directly to the insurance economics is important when scaling a healthcare brand. How Care2U aligns with insurers and differentiates from both hospital at home programs and urgent care providers. Why spending more time with patients and less time spent in waiting rooms leads to better outcomes and smarter care decisions. The measurable clinical outcomes behind the NPS (Net Promoter Score) model including hospital escalation rates, strong patient experiences, and effective and safe recovery at home. Where this care model is headed next and the broader vision for transforming the future of healthcare delivery, following its success in the New York market. Additional resources: /episode/index/show/abravenew/id/40878875

PR Fundamentals for Healthcare, with Danielle Ruckert 04/08/2026

PR Fundamentals for Healthcare, with Danielle Ruckert Danielle Ruckert has built RH Strategic’s healthcare practice into a hub for some of the industry’s most urgent conversations. She consistently and deftly guides clients through thorny issues—from Medicaid cuts for rural providers to new technologies reshaping organ transplantation—shaping messages that resonate with policymakers, patients and investors alike. Her leadership has expanded the firm’s portfolio into women’s health, hospital systems and reputation management, adding to longstanding strengths in health IT and medical devices. She is especially passionate about bringing visibility to underrepresented areas of healthcare, from women’s health innovations to reform in the transplant system. Danielle’s strategic eye is matched by her curiosity: She’s constantly scanning the policy environment, exploring new tools and mentoring colleagues who share her passion for communications and healthcare. That mix of industry fluency and forward vision has made her a trusted partner to companies navigating one of the most complicated and consequential sectors of the economy. What you’ll learn about in this episode: How PR (public relations) validates your brand in the “court of public opinion” ensuring your positioning, messaging, and values actually resonate in the real world. How consistency across channels builds (or breaks) trust by maintaining the same brand story across social, website, and executive voices to maintain credibility. Why PR is a powerful brand signal, not just a comms function, and how earned media shapes perception at scale and reinforces your entire brand ecosystem. Why your executive team are essential ambassadors for your brand, and how to activate them via thought leadership on platforms like LinkedIn. Why patient storytelling is the anchor for all healthcare brands, and how leading organizations align messaging back to patient impact to create relevance and trust. What you need to build a high-performing PR program from an audience and objective setting to executive visibility, media, and thought leadership. How to uncover white space and stay ahead of risk using social listening and intelligence to identify emerging narratives before your competitors do. The difference between healthcare and health tech PR strategies like how traditional healthcare relies on data and outcomes, while health tech leans into innovation. How to align innovation storytelling with buyer-readiness in a way that meets more conservative buyers, like health systems, where they are. Why AI search is becoming your most important audience and how to think about AEO (AI Engine Optimization) to stay discoverable. Additional resources: /episode/index/show/abravenew/id/40751875

Building a Great Healthcare Brand Via Consistent Experience, with Gail Findlay-Shirras 04/01/2026

Building a Great Healthcare Brand Via Consistent Experience, with Gail Findlay-Shirras Gail is passionate about fostering awareness and helping Canadians feel educated and empowered to take control of their health. She is driven to connect more people with high-quality healthcare because she wholeheartedly believes that proactive and preventive actions lead to better health outcomes. To this end, she is always seeking new opportunities and innovative methods to share Harrison’s clinical knowledge and expertise, ensuring as many people as possible feel informed and supported. Her professional background is enriched by a variety of experiences, including roles in marketing agencies, consulting, and in-house positions with several notable brands. Over her career, she has contributed to projects for the Province of British Columbia, Vancity Credit Union, Hootsuite, Haribo, and Best Buy, among others. Her portfolio also includes managing the Robson Square Celebration Site during the 2010 Olympics, along with extensive expertise in experiential marketing and brand management. This diverse experience enables Gail to excel at creating polished, memorable experiences throughout the client journey. What you’ll learn about in this episode: Why brand is more about the experience and what you feel rather than visuals or what you say—and how to stay consistent across locations. How Harrison healthcare is redefining primary care with longer appointments and full care teams with its team-based, preventative care designed to remove the mental load for patients. What makes Harrison Healthcare’s model stand out in Canada’s healthcare landscape. The challenge of marketing something people don't think they need–until they do. Why selling private healthcare in Canada requires education, trust, and a clear value proposition. What client feedback reveals about the gaps in perceived proactivity, and how marketing is addressing it. The driver behind high retention: outcomes, relationships, and consistent experience. Where AI is improving speed in healthcare marketing, and why human oversight is essential to maintain brand voice and trust. How Harrison translates “peace of mind” into a tangible, proactive care experience through ongoing communication. Additional resources: /episode/index/show/abravenew/id/40675520

Tools To Empower Teams To Live Your Brand, with Josh Dougherty 03/25/2026

Building Member Trust and Engagement, with Annie Furlong 03/18/2026

Building Member Trust and Engagement, with Annie Furlong Annie Furlong is VP of Consumer and Growth (B2C) Marketing at Carrum Health. Annie brings 15+ years of experience as a B2C, B2B2C, and B2B marketer and people manager to healthtech and employer benefits markets. She has worked at and consulted for startups, associations, and large publicly traded organizations. As a strategic, creative, & energetic marketer, Annie’s professional passions include business and account strategy, process creation & improvement, shaping customer experiences, professional development and women’s leadership, driving adoption and engagement of products, and leading teams. She is the proud parent of two little girls, an avid downhill and cross-country skier, and a lover of all things that living in Colorado has to offer. Annie received her bachelor’s degree from Colby College, where she studied neurobiology and business, and has a master’s in Organizational Leadership with a concentration in Strategic Innovation and Change from the University of Denver. What you’ll learn about in this episode: How branding works in B2B2C healthcare marketing, including Annie’s framework for building brand trust through consistency, reputation, and real customer experiences. How to market to employees inside a B2B company, and why understanding both the employer buyer and the employee end-user is critical to driving adoption. How to maintain brand consistency across multiple channels, and why B2B2C brands should adapt their messaging for different employee populations, including strategies for reaching office workers, frontline teams, and distributed workforces. How Annie approaches consumer and growth marketing within a healthcare benefits platform, and the shifts that Carrum Health is making in specialty care access. What it takes to stand out in the crowded B2B2C healthcare marketing landscape, and why empathy and meeting people where they are in their healthy journey matters. How unconventional channels like direct mail, QR codes, billboards, and benefits fairs can cut through the noise when marketing healthcare solutions to employees. How to balance performance marketing with long-term brand building when your goal is both immediate action and lasting trust. Why rebuilding trust in healthcare marketing is essential today, and how brands can acknowledge the broken system while positioning a better path forward. Additional resources: /episode/index/show/abravenew/id/40221390

When To Pursue A Brand Refresh, with Adam Taylor 03/11/2026

Branding In A Regulated Space, with Jen Bruursema 03/04/2026

Branding In A Regulated Space, with Jen Bruursema Jen Bruursema is Senior Director of Marketing and PR at DELFI Diagnostics, where she leads marketing strategy for FirstLook Lung, a blood-based test for early lung cancer detection. With more than 20 years in healthcare diagnostics, Jen has built her career at the intersection of complex science and human behavior. She got her start at Digene, where she commercialized the first FDA-approved HPV DNA test for cervical cancer screening, and has since held marketing leadership roles at QIAGEN, Ariosa Diagnostics (acquired by Roche), Karius, IDbyDNA (acquired by Illumina), Metabiota (acquired by Ginkgo Bioworks), and Clear Labs. Across genomics, infectious disease, prenatal screening, and oncology, her focus has remained consistent: translating breakthrough diagnostics into tools that actually reach the patients and providers who need them. Jen is certified in AI and data-driven marketing and actively applies generative AI to scale marketing operations. She's based in San Francisco. What you’ll learn about in this episode: Why branding in diagnostics is about keeping a promise and earning trust with every interaction. The importance of meeting people where they are in their journey with their health. How to differentiate in a regulated healthcare industry and why education, transparency, and medical-legal alignment are your strongest marketing assets. How to position innovation without triggering resistance and why DELFI frames its AI-powered First Look Lung test as an on-ramp to CT screening, not a disruption to existing standards of care. What it takes to stand out in a crowded diagnostic space by diving into focus, clinical evidence, and meaningful differentiation. The delicate balance between clinical credibility and the deeply emotional reality of cancer detection where fear and stigma are real. Why partnerships with health systems shapes everything from messaging hierarchy to channel strategy. How AI will transform marketing workflows by enabling smaller teams to scale content while protecting brand voice and regulatory guardrails. Additional resources: /episode/index/show/abravenew/id/40221375

How To Build a Brand When Trust is the Product, With Erica Klinger 02/25/2026

How To Build a Brand When Trust is the Product, With Erica Klinger Erica Klinger is the VP of Marketing at AMCP, the professional association for managed care pharmacy professionals, where she works to optimize medicine and improve lives with a diverse group of stakeholders from health plans, PBMs, policymakers, biopharma, students and educational institutions. Under her leadership, AMCP was recognized by ASAE in 2025 for a Gold Circle Award for best website and a Power of Associations Award for addressing health disparities in medication through an awareness campaign. Erica is active on brand and marketing advisory groups such as the National Health Council Brand Value Task Force, National Digital Roundtable and Global Biosimilars Week on the board of the DC Tech & Venture Coalition. Her experience as a digital pioneer has earned her speaking appearances and podcasts including Voices of Advocacy podcast, Advocacy Desk podcast, ASAE conferences, AMPLIFY 2023 and the first-ever Google Nonprofit Summit in DC. What you’ll learn about in this episode: Erica’s definition of branding and why your brand is the sum of experiences, perceptions, and trust. Practical trends for brand and marketing experts including how AI will shape brand and product innovation, and why social media and search results are becoming the new face of your brand. How the future of healthcare membership marketing lies in agile, AI-powered personalization that meets members in real time, removes friction, and builds lasting trust and loyalty through meaningful, surprise and delight engagement. How to build and protect trust in a healthcare environment by positioning your organization as an unbiased, evidence-based perspective. Why marketing leaders in membership organizations need to act as organizational orchestrators aligning education, policy, membership, and corporate partners around one unified mission. Why trust is the core product in membership based organizations, and how retention becomes the growth strategy. How community building differs from selling a static product, and why brand work is a living, breathing tool that happens every day. Additional resources: /episode/index/show/abravenew/id/40142305

Edelman Trust Barometer, With Josh Dougherty 02/18/2026

Securing Your IT - Why It Matters For Healthcare Brands, with Kevin Gemeroy 02/11/2026

Securing Your IT - Why It Matters For Healthcare Brands, with Kevin Gemeroy Kevin is a fourth generation Seattle entrepreneur and small business owner who founded Dynamic Computing in the year 2000 while attending the Foster School of Business at the University of Washington. Over the past 20+ years, Kevin has built Dynamic Computing from the ground up into the thriving small business it is today. Kevin holds degrees in both Business Administration and Political Science from the University of Washington in Seattle. He was recognized as Washington State’s Mr. Future Business Leader in 1998 and as a Puget Sound Business Journal 40 under 40 honoree in 2018. Outside of work, Kevin is an avid golfer, perennial Little League coach, budding education and policy advocate, husband to a wonderful wife, and father of two twice-exceptional boys. What you’ll learn about in this episode: How IT directly impacts your brand and reputation How Kevin defines branding: Branding isn’t a logo or tagline, it’s what people think and feel about your business when they're not actively interacting with you. It’s the impressions that stick, the emotions they remember, and the moments that shape how your company is perceived long after the interaction ends. How healthcare organizations can protect PHI and stay HIPAA compliant: Kevin explains how managed IT providers support healthcare teams by starting with a comprehensive IT and compliance audit, identifying HIPAA HITECH, and other regulatory gaps, and building a roadmap that aligns security tools, employee training, budgeting, and long-term IT planning. The connection between technology, people strategy, and productivity: Discover how the right tech stack enables happier employees, lower labor costs, and stronger company culture. How to build an entrepreneurial business without outside capital: Kevin shares his journey of founding Dynamic Computing, reinvesting profits, prioritizing cash flow disciplines, and maintaining sustainable growth by focusing on quality over rapid scale. Why quality-driven growth matters: Learn how focusing on strong client relationships, recurring revenue, and employee retention creates a healthy, self-reinforcing business cycle. The real risks of underinvesting in IT security: Hear a firsthand example of how a security breach led to financial loss and legal consequences, and why proactive security is essential for trust and risk mitigation. How to plan IT budgets, capital expenses, and tech refresh cycles: Get practical advice on separating operating expenses from capital investments, avoiding surprise costs, and proactively managing tech debt. Additional resources: /episode/index/show/abravenew/id/40023675

PointClickCare Rebrand, with Saige Carpenter 02/04/2026

Building a Cancer Center Brand / CMCA, with Meredith Rae Vehar 01/28/2026

Building a Cancer Center Brand / CMCA, with Meredith Rae Vehar Meredith Rae Vehar, MPA, is Director of Communications at Huntsman Cancer Institute. Since joining the cancer center more than 20 years ago, Meredith strives to be an agent of progress and enable others to recognize their potential. She leads a team of creative communication professionals who represent the cancer center through brand management, social media, web content and design, publications, multimedia, and internal communications. This meaningful work is very personal to her, and she sees camaraderie, sincerity, and laughter as key. Meredith earned her Master of Public Administration degree from the University of Utah in 2018, along with a master’s certificate in health communication. Since 2021, she has served on the steering committee of the Cancer Marketing and Communications Association (CMCA). In 2024, she and her team were honored to host the annual conference in Salt Lake City. She currently serves as Vice Chair of CMCA and will lead the organization as Chair in Spring 2026. Outside of work, Meredith loves running, hiking mountain trails, and traveling with her two teenagers. What you’ll learn about in this episode: Branding as a “meaning-system”, not a logo: Gain insights into Meredith’s definition of brand as a promise and value system where every employee from valet to clinician embodies the mission, reinforcing consistency and trust across touchpoints. Why access to care is a core brand promise in modern healthcare: Understand how programs like Huntsman at Home and affiliate hospital networks expand access across rural and underserved communities, and why access is increasingly central to healthcare brand trust and loyalty. How Huntsman Cancer Institute positions itself as the only NCI-designated cancer center in the Mountain West region, while building a national brand through brand, innovation, and patient experience. How personal storytelling drives trust in cancer marketing: Learn why Huntsman prioritizes patient stories, caregiver voices, and community narratives to humanize complex science and build emotional connection, especially in high-stakes healthcare decisions. The strategy behind Huntsman’s “Speak Up for Cancer Research” campaign, which activates patient and influencers to advocate for cancer research funding – blending advocacy, brand, and impact. The role of innovation (AI, robotic surgery, proton therapy) in cancer brand strategy: Discover how Huntsman integrates AI-powered imaging, robotic surgery, and proton therapy into both clinical care and communications to reinforce credibility, innovation, and national standards of excellence. How Huntsman manages 320+ active clinical trials, collaborates nationally for rare diseases, and navigates the communications complexity of educating patients while maintaining credibility and clarity. Additional resources: /episode/index/show/abravenew/id/39828330

The Intersection of Brand & ABM, with Brianna Miller 01/21/2026

The Intersection of Brand & ABM, with Brianna Miller Brianna Miller is a digital marketing leader with over 15 years of experience building data-informed strategies that connect marketing efforts to real business growth. She currently serves as the Director of Demand Generation at Cohere Health where she develops multi-channel demand generation campaigns and account-based marketing strategies. Beyond her professional roles, Brianna is dedicated to advancing the industry and mentoring its next generation of leaders. She serves as an Adjunct Professor at the University of Missouri-St. Louis, teaching Marketing Strategy and inspiring future marketers. Her commitment to innovation extends to advisory and editorial contributions; she is a 3Sixty Insights Global Executive Advisory Council member, a regular contributor to Martech.org, and an active participant on several boards, including the UMSL College of Business Marketing Advisory Board and the MarTech Conference programming committee. Brianna has had the privilege of sharing actionable insights at 20 industry events and has been featured on numerous popular marketing podcasts, where she connects with audiences on topics ranging from ABM trends to practical AI applications. As a speaker, she is known for making complex concepts approachable and providing audiences with strategies they can put into practice immediately. What you’ll learn about in this episode: Balancing technology with a human touch: How healthcare brands maintain empathy, educate audiences, and create meaningful customer experiences while leveraging AI. Storytelling as a differentiator in healthtech: Why compelling narratives and creative thought processes help AI-focused brands stand out in a crowded healthcare technology market. How the importance of building trust and transparency with customers is essential in the age of AI. How to build an effective brand and ensure marketing and sales consistently reflect it. The importance of seamless collaboration between marketing and sales teams, emphasizing shared goals, open communication, and consistent meetings to align on campaigns. Account-based marketing (ABM) strategies for healthcare technology: How to engage accounts effectively throughout complex buying cycles. Personalization in ABM campaigns: When to use one-to-one, one-to-some, or one-to-many approaches to maximize engagement. Key considerations for tools that support targeting, personalization, and long term cycle measurement. Additional resources: /episode/index/show/abravenew/id/39478670

How Brand Helps Healthtech Startups Fundraise, Sell, & Scale, with Adam Taylor 01/14/2026

Kicking off 2026, with Josh Dougherty 01/07/2026

Building The Children’s Minnesota Brand, with Hillery Smith Shay 08/15/2025

Building The Children’s Minnesota Brand, with Hillery Smith Shay 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 proven track record of success leading national and global public health campaigns and marketing initiatives. Prior to her role at Children’s Minnesota, Shay served in leadership roles at Abbott Labs leading professional education, marketing, communications and scientific congress strategy. She also served as a journalist and team leader for more than 10 years at the Associated Press and the Baltimore Sun, including as a photojournalist covering two sitting U.S. presidents as well as the Pentagon on 9/11. Ms. Shay earned a Bachelor of Arts degree from Haverford College in Pennsylvania and a master’s degree in business administration from Bethel University in Minnesota. She is an active member of Zeta Phi Beta Sorority, inc. What you’ll learn about in this episode: How Children's Minnesota faced and overcame a significant branding challenge after shortening their name, leading to market confusion with other similarly named experts in their market. How adding "The Kid Experts" to the Children's Minnesota brand was implemented to create clear differentiation and clarify their identity in the market. The step’s that Children’s Minnesota took to safeguard their brand identity. How the repositioning strategy resulted in measurable improvements in brand perception, evidenced by a significant increase in their NRC Health image and reputation score over a three-year period. The crucial role of consistent implementation of the "The Kid Experts" branding across all touchpoints, including physical hospital and clinic spaces, for reinforcing the new brand identity. How the "Raise Them Up" campaign emerged from community trauma and served as a powerful example of a brand connecting with its audience through hope and advocacy for children. How Children's Minnesota demonstrated a commitment to inclusive branding by intentionally reaching diverse communities in their service area through translated materials and tailored outreach efforts. About the tangible results of the "Raise Them Up" campaign in engaging diverse communities, including increased clinic visits requiring translation and higher conversion rates for targeted advertising. About the importance of a long-term perspective in brand building, showcasing the multi-year effort to reposition and strengthen the Children's Minnesota brand. Additional resources: /episode/index/show/abravenew/id/37824165

How to Nail Your Health Tech Brand Positioning, with Brad Steinbacher 07/09/2025

The State of Health Tech Venture Capital, with Tamar Rudnick 05/21/2025

The State of Health Tech Venture Capital, with Tamar Rudnick Tamar Rudnick is a healthcare executive who has spent 10+ years in leadership roles across early-stage, public company, and PE-backed businesses. She is currently an Operating Partner at Define Ventures, one of the largest early-stage digital health VCs with ~$800M under management and $22B in exited value. At Define Ventures, Tamar leads strategic growth initiatives. Based in Silicon Valley, Define invests in early-stage companies from Seed stage to Series B, and has backed and built some of the category-leading companies such as Livongo, HIMS, and Evolent. Define differentiates itself by providing unparalleled expertise in go-to-market and commercialization. Tamar leads this work—developing relationships with a coalition of industry-leading Payers, Health Systems, and Life Sciences companies. To date, Define has delivered customer contracts for over 50% of their portfolio companies. Prior to Define Ventures, Tamar was the SVP of Growth at apree health, where she was responsible for leading Sales, Enablement, Marketing, and Customer teams across Employer and Health Plan segments. apree health is a leader in tech-enabled primary care delivery for commercial organizations, including Fortune 500 Employers and National Health Plans with Elevance as a key strategic partner. apree health was formed as a combination of Castlight Health and Vera Whole Health. At apree, Tamar led the commercial team, delivering 30% revenue growth for the combined business while integrating two commercial organizations and developing the combined go-to- market strategy. What you’ll learn about in this episode: The current state of the health tech venture capital space Trends within the health tech space, including Regulatory trends and shifts that are both positively and negatively impacting the startup space Generative AI’s ability and potential to drive efficiency and reduce operational costs GLP-1s and how they are driving the consumerization of healthcare Where AI is having an impact in the healthcare space and how to discern the signal from the noise The key findings from Define Ventures' recent study of the health tech space, including a deep dive into funding trends and exits The importance of go-to-market and brand strategies in the startup environment Additional resources: /episode/index/show/abravenew/id/36645205

Brand Architecture Basics with Josh Dougherty 05/01/2025

Branding Fundamentals, Part 2 with Josh Dougherty 04/16/2025

A Brave New Podcast

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