Ignite: Healthcare Marketing Podcast

Perfect measurement is the goal. But it's rarely the reality.
In this episode of Ignite, Cardinal's President Lauren Leone sits down with Scott Cameron, Group Media Director at Cardinal, to get practical about one of healthcare marketing's most common and least talked about challenges—running campaigns when your data is incomplete, inconsistent, or still a work in progress.
From call tracking and form submissions to platform hygiene and manual feedback loops, Scott breaks down the step-by-step framework Cardinal uses to help healthcare groups make smarter decisions and improve performance even before they reach the ideal measurement state.
You'll walk away with:
A ladder framework for improving tracking quality one rung at a time
How to use call scoring and micro conversions to feed the algorithm better signals
Why platform hygiene matters as much as the data you collect
The one practical step you can take this week to start making progress
If you're tired of waiting for perfection before you act, this episode is your starting point.
RELATED RESOURCES
The Healthcare Marketing Audit: 6 Strategic Checkpoints - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-audit-checklist/
How to Build a Healthcare Marketing Roadmap That Drives Patient Growth - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/how-to-build-digital-marketing-roadmap/
Is Your Organization Actually Ready for Marketing? - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/marketing-readiness/
Marketing + Operations: Why Total Alignment is Vital to Growth - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-operations-alignment/

Growing a DSO to 100+ locations usually means trading local soul for corporate efficiency. It doesn't have to.
In this episode of Ignite, Ashley Petrochenko, Cardinal's VP of Brand Marketing sits down with Britney Long, EVP of Marketing at GPS Dental to break down how her team built the marketing infrastructure behind more than 100 dental practices while still keeping every brand local and patient-focused. From AI search and patient retention to tech stack decisions and lifecycle marketing, Britney shares the systems, lessons, and strategies helping GPS Dental scale nationwide growth without creating a "cookie cutter" experience.
You'll walk away with:
How to decide what to centralize vs. keep local across a multi-location portfolio

The first marketing hire that changed how GPS understood patient experience

Why AI search optimization is now the foundation, not the bonus

How to stop losing patients you already paid to acquire

If you're building or scaling a multi-location healthcare brand and trying to grow while keeping the patient experience local and personal, this is the episode to listen to next..
RELATED RESOURCES
Connect with Britney- https://www.linkedin.com/in/britney-long-marketing/
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/

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/