Healthcare marketers are increasingly accountable for trust, growth, and retention-yet they rarely control the full
experience that actually creates them. Patients don't experience brands through campaigns alone; they experience access delays, unclear next steps, fragmented communication, and inconsistent handoffs across teams.So what can marketers realistically influence?
This session explores how healthcare organizations can build trust in a fragmented environment by focusing on the moments that matter most-how patients enter the system, understand their journey, and decide whether to stay. Drawing on perspectives from oncology marketing, digital platforms, and service line strategy, panelists will examine
where trust breaks and what it takes to rebuild it through clearer expectations, faster access, and more coordinated
experiences.
Using NASCAR and other high-engagement industries as a point of contrast-not a blueprint-the discussion will highlight what translates to healthcare and where the comparison breaks down.Attendees will leave with a practical,
four-part playbook they can apply immediately:
- Map one patient journey to identify friction, confusion, and drop-off points
- Shift messaging from "what we do" to "what happens next" to build clarity and confidence
- Measure friction (e.g.,referral leakage, call abandonment, time to appointment), not just campaign performancePartner with operational leaders to fix one high-impact barrier to access or coordinationThis session is designed for healthcare marketers and leaders looking to move beyond campaigns and take a more active role in shaping the experiences that drive trust, retention, and growth.
