Ignite: Healthcare Marketing Podcast

Your marketing strategy is only as strong as the team executing it. Cardinal's VP of Brand Marketing Ashley Petrochenko sits down on the Ignite Healthcare Marketing Podcast with Kelly Perritt, Chief Marketing and Brand Strategy Officer at Horry Georgetown Technical College and a 20-year healthcare marketing veteran. Kelly shares the leadership principles she's used to build high-performing teams across nonprofit, for-profit, and academic healthcare environments, and why getting this right is the real driver of marketing results. You'll walk away with: A practical framework for aligning team members to roles based on strengths, not job titles Why listening is the most underrated skill in healthcare marketing leadership How to break down silos and create cross-functional alignment through process documentation What to look for when hiring multidimensional marketing talent in an AI-driven world If you want to build a team that can actually keep pace with where healthcare marketing is heading, this episode is essential listening. RELATED RESOURCES Connect with Kelly: https://www.linkedin.com/in/kellymperritt/ Marketing + Operations: Why Total Alignment is Vital to Growth - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-operations-alignment/ Harnessing the Power of AI Marketing for Healthcare - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/harnessing-ai-marketing-for-healthcare/ Is Your Organization Actually Ready for Marketing? - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/marketing-readiness/ How to Build a Healthcare Marketing Roadmap That Drives Patient Growth - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/how-to-build-digital-marketing-roadmap/

If your patient acquisition strategy depends too heavily on paid media, this episode explains why brand trust is now the real growth lever. On this episode of Ignite, Ashley Petrochenko, Cardinal's VP of Brand Marketing, sits down with Courtney Taylor, Senior Director of Brand Marketing at PDS Health, to discuss how one of the nation's largest healthcare organizations is using brand strategy to stand out in a crowded, low-trust market. They break down how clearer messaging, smarter storytelling, and connected consumer experiences can improve performance marketing efficiency and long-term patient loyalty. For healthcare marketers facing rising costs and shrinking attention spans, this shift is critical. You will learn: Why trust is becoming the biggest driver of patient conversion How stronger branding reduces lower-funnel acquisition pressure Ways to make complex healthcare messages simple and human How partnerships and storytelling expand reach beyond paid ads If you want a smarter patient growth strategy that doesn't rely on chasing clicks, this is the episode to listen to next. RELATED RESOURCES Connect with Courtney - https://www.linkedin.com/in/courtneyjotaylor/ How to Build a Full-Funnel Healthcare Marketing Strategy -  https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-full-funnel-marketing-strategy/ Marketing + Operations: Why Total Alignment is Vital to Growth - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-operations-alignment/ What is a Patient Journey? Examples to Grow Your Practice  - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/what-is-a-patient-journey-grow-your-practice/ DSO Marketing: Branded House vs. House of Brands  - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/dso-marketing-branded-house-vs-house-of-brands/

Healthcare marketers are stuck chasing the same patients while retail brands are building demand at scale. In the first episode of The Strategists' Corner, a new series on the Ignite Healthcare Marketing Podcast, host Rich Briddock, Cardinal's Chief Strategy Officer, sits down with Ben Dutter, Chief Strategy Officer at Power Digital Marketing. Together, they break down what healthcare can learn from more mature industries like retail, e-commerce, and SaaS. You'll hear how top brands balance demand generation and capture, rethink measurement in a privacy-first world, and use creative to influence real patient decisions. You'll learn: Why overinvesting in bottom funnel limits patient growth How to measure true marketing impact beyond attribution What builds trust in high-stakes healthcare decisions How stronger creative can lift performance and demand If you want to move beyond incremental gains and build a smarter healthcare growth engine, this is the episode to queue up next. RELATED RESOURCES The Search Plateau Problem: Why Healthcare Providers Need Incrementality Testing -https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-incrementality-testing/ How to Build a Full-Funnel Healthcare Marketing Strategy - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-full-funnel-marketing-strategy/ When & How to Expand Your Healthcare Media Mix  - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/expanding-channel-media-mix-strategy/ Performance Creative: The Key to Paid Media Success  - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/performance-creative-the-key-to-paid-media-success/