How to Build a Successful Health Movement

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. Today, Emily Hansen is joining us to share how her successful awareness campaigns have been improving the lives of breast cancer survivors throughout the country. In promoting a highly sensitive and personal medical procedure, Emily and her team at Axogen developed a marketing plan that balanced raising long-term awareness and managing short-term performance pressures. Emily will share her insights about the critical role of storytelling, the significance of treating survivors as individuals with their own narratives, and the importance of keeping the focus on the issue at hand over the brand. From leveraging patient advocates to interpreting both quantitative metrics and success stories, we'll uncover what it takes to build a long game in health marketing and why immediate results should not overshadow lasting impact. Key Takeaways: Advocacy & Authenticity: Storytelling isn't just an art; it's a powerful tool for empathy and education, especially in health marketing. Emily shares the sensitive and authentic approach required when collaborating with patient advocates, and why treating them as individuals with lived experiences is vital for meaningful advocacy. Metrics vs. Stories: In health marketing, the balance of quantitative metrics and anecdotal narratives is essential. Our conversation explores the importance of both, their influence on executive discussions, and why focusing on awareness rather than lead generation can significantly shift perceptions and practices within the healthcare community. Building Momentum: Learn about the strategies that drive consistent investment and growth over ephemeral PR stints. Emily also shares insights into Axogen's increased success indicators, such as website traffic, time spent on-site, conversions, and more. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. https://www.youtube.com/watch?v=GENv6Lva7t8&t=2s About Emily Hansen Senior Director, Market Development Axogen Emily Hansen is the senior director of the Resensation® program at Axogen. She's experienced in helping breast cancer patients and surgical care teams understand the prevalence of numbness after mastectomy and what can be done to surgically address it. Specializing in advocacy and education, Emily uses that experience increase awareness nationally about the impacts that numbness after mastectomy has on patient recovery, quality of life and physical safety.  www.resensation.com linkedin.com/in/emilyhansen57