Rule #10 is to keep it real. Just be you! Feel empowered to speak personally and with authority when posting on social media. Every little interaction helps people know and trust you as a person, which helps them buy from you down the road.

The New Rules of Relevance is a thought-provoking series from veterans Jared Johnson and Mitch Holdwick about what it takes to succeed in the modern world of B2B healthcare marketing. Let's dig in! (Relevant #20) 

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Direct Primary Care is a growing type of clinic that almost doesn't need marketing because the experience speaks for itself. DPC takes some of the best parts of value-based care and concierge-style memberships to offer consumers more access, ease, and attention. In today's cash health economy filled with high-deductible health plans, consumers are welcoming this alternative approach with open arms. 

Join veteran hosts Jared Johnson and Peter Balistrieri as they discuss lessons we can learn from how DPC clinics market their consumer-focused care. (Relevant #19)

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Rule #9 is to value patience. Because buying cycles are so long in tech and services, client education and industry relationships are more valuable for B2B organizations. Often the tech evolves more quickly than hospital leaders' ability to understand its value, so it's even more important to see yourself as a resource to help the evangelists influence decision makers, rather than forcing them down a funnel. 

The New Rules of Relevance is a thought-provoking series from veterans Jared Johnson and Mitch Holdwick about what it takes to succeed in the modern world of B2B healthcare marketing. Let's dig in! (Relevant #18) 

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Nice Healthcare and Firefly Health differentiate their digital-first, employer-provided care by positioning themselves as modern and convenient. Nice explains that not accepting insurance is one way they keep costs down, and Firefly goes to great lengths to explain jargon in consumer-friendly terms. 

Join veteran hosts Jared Johnson and Peter Balistrieri as they discuss lessons we can learn from how Nice and Firefly market their direct-to-employer care. (Relevant #17)

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Rule #8 is to lead with curiosity. Curiosity is necessary in this pivotal time in marketing because of emerging technologies such as generative AI. Successful marketing leaders don't wait for all of the answers before taking the first step. 

The New Rules of Relevance is a thought-provoking series from veterans Jared Johnson and Mitch Holdwick about what it takes to succeed in the modern world of B2B healthcare marketing. Let's dig in! (Relevant #16) 

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Forward Health says they're "healthcare the way it should be." Best Buy says they "meet you at the intersection of health and technology." One is a concierge-style clinic; the other is an electronics store. But they both market the ways that they enable consumer-first care and imply that traditional visits to a doctor's office are a relic of the past. 

Join veteran hosts Jared Johnson and Peter Balistrieri as they discuss the ways that Best Buy and Forward Health market their tech-enabled primary care. (Relevant #15)

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Rule #7 is to ungate your funnel ... OK, well most of it. If you force every buyer down the same road, they often won't make it to your destination. Considering the benefits of opening up some of your content rather than gating it can help you simplify your sequences and improve your overall win rate. 

The New Rules of Relevance is a thought-provoking series from veterans Jared Johnson and Mitch Holdwick about what it takes to succeed in the modern world of B2B healthcare marketing. Let's dig in! (Relevant #14) 

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With 120 senior medical centers in 15 states, ChenMed uses experience-based positioning and a relationship focus to market their value-based care for Medicare Advantage members. How do their marketing messages convey their value proposition to consumers and caregivers?

Join veteran hosts Jared Johnson and Peter Balistrieri as they discuss the ways that ChenMed markets their relationship-based membership for older adults. (Relevant #13)

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