June 2026 Health IT Marketing Minutes

What makes marketing in the health IT space unique? Who are the movers and shakers? What’s working, what’s trending? Where can you learn more? This monthly roundup post will focus in on all things health IT when it comes to marketing.

ICYMI – On this episode I welcomed Erin White to the show. Erin is the Senior Vice President of Brand Marketing and Communications for Buzz Health. At the start of 2026, the company made a seismic shift, moving from a consumer-facing prescription savings brand to a broader healthcare infrastructure and enterprise technology platform. Erin joins me to discuss the evolution from BuzzRx to Buzz Health, the power of storytelling in healthcare, and how branding can bring a more human voice to complex healthcare technology.

Matter Communications
How Event Marketing Helps Brands Own Moments, Maximize Buzz and Earn PR Coverage – Kirsten Minnon, Vice President at Matter Communications writes, In today’s rapidly evolving consumer landscape, attention is limited and brands feel pressure to make more noise than ever to earn the meaningful visibility they used to be able to depend on. The brands generating the greatest impact are those creating unique experiences that give audiences something tangible to engage with. For our Matter’s clients, we’re increasingly leveraging event marketing as an integrated strategic moment that blends media, social and influencer buzz to drive awareness, foster authentic connections and own experiences that resonate far beyond a single day or activation.

Brafton
AI in Marketing: Who’s Using It? – Jessee Templeton, Writer at Brafton says, Seemingly, everyone is talking about AI. They talk about it with excitement, fear, anger, hope, quiet confidence and also the type of loud confidence that makes you distrust them. But who’s actually using AI? Well, as it pertains to marketing, Brafton can answer that question.

Swaay.Health
Vendors Do Not Need More Leads. They Need a Go-To-Market Operating System – Colin Hung – Every B2B healthcare vendor is chasing growth. Far too many are just filling a leaky bucket. Building a true growth engine does not start with a flashy campaign. It requires a go-to-market operating system so that you avoid acquiring future churn.

SupremeGroup
What the Forward-Deployed Engineering Model Means for Life Sciences and Healthcare Marketing – Paul Avery, EVP AI Adoption at Supreme Group says, Most enterprise AI pilots never make it into full scale deployment. The demo works, the room is impressed, and then the project quietly stalls. In healthcare and life sciences, where commercial challenges are pressing and regulatory requirements are restricting, the distance between a promising prototype and a functional tool is even wider.

anthonyBarnum
The AI Launch Isn’t the Story—Market Education Is – Melissa Anthony at anthonyBarnum says, In 2026, we are well past the days when AI launches automatically generated awareness and differentiation. Growth-stage technology companies backed by investors have to do more than announce their products. They have to build category narratives with meaning, substance, and measurable outcomes that educate their markets.

Unlock Health
Healthcare marketing AI strategy: yours, mine, and ours – Luke Farkas, Marketing ROI & attribution | Patient acquisition at Unlock Health writes, Healthcare marketers keep asking the same AI question, usually between a campaign deadline, a service-line request, and someone forwarding a breathless LinkedIn post about agents. What should we actually be doing with AI? It’s a fair question. Most healthcare marketers are trying to learn a new set of skills while continuing to perform under the old set of expectations.

Merge
Why Regulated Industries Are Talking About Agentic AI More Than Acting – Gregory Ng, EVP, Decision Science at Merge says, We’re talking about agentic AI a lot more than we’re doing it. In regulated industries like healthcare and finance, risk aversion is logical, but staying still is also a risk decision. True execution requires building measurement and attribution infrastructure before building agents. There is a particular kind of organizational paralysis that looks like strategy. Meetings get scheduled. Frameworks get built. Pilots get announced in all-hands presentations with slide decks that use words like “phased” and “thoughtful” and “responsible.” And then not much happens.

StudioNorth
Confidence in healthcare marketing means knowing what not to do – Lorraine McMeekin, Senior Director, Strategy – Healthcare at StudioNorth writes, Healthcare marketers do not need more pressure to chase every new platform signal. They need a clearer way to decide what to ignore, what to test, what to scale, and what to retire. Confidence in healthcare marketing is the ability to make disciplined decisions in a fast-changing environment. It means knowing which audience, platform, trust, and discoverability shifts deserve attention; which tactics should be tested; which routines should be retired; and how to protect credibility while moving quickly enough to learn.

KNB Communications
5 analogies healthcare + life sciences marketers can use on non-marketers (instead of banging their head against the wall) – Beth Cooper, JD/MBA, VP of Marketing + Sales at KNB Communications says, If you work in healthcare or life sciences marketing long enough, eventually you realize part of the job is translation. Not scientific translation. Not regulatory translation. Expectation translation. Because marketers in these industries often understand something instinctively that non-marketing stakeholders do not: trust-based industries move differently.

FINN Partners and WifOR Institute Launch Global Initiative to Show Health Spending as an Economic Investment
For decades, ministries of health, finance leaders and policymakers have needed to defend health spending as a necessary cost to be managed. FINN Partners and WifOR Institute believe this framing is fundamentally outdated and increasingly harmful to public health in a world confronting aging populations, workforce shortages, rising chronic disease and widening health inequities. At the 79th World Health Assembly recently, the two organizations announced “From Cost to Catalyst,” a new integrated service designed to help governments, health organizations, and life sciences leaders quantify and communicate the economic value of health investment.

Matter Expands Leadership Team and Launches New PR Media Group
Matter Communications announced the promotion of Sara Beth Fahey to Senior Vice President. In addition to continuing to deliver high-level client strategy and program development, Fahey will lead Matter’s newly formed public relations media group, alongside Andrew Petro as the group’s Director.

Elevate Bolsters Medical Leadership with Abby Dean, PhD
Elevate is excited to announce the addition of Abby Dean, PhD, as Vice President, Medical Director, further strengthening the agency’s medical leadership and expanding our strategic support for clients. Abby’s role will be instrumental in enhancing the quality and scientific rigor we offer our clients, while helping teams deliver strategically backed creative.

Innsena’s Melissa Denino Elected to NJHIMSS 2026 Board of Directors
Melissa Denino, a longtime healthcare advocate and member of the Innsena team, has been elected to the New Jersey HIMSS 2026 Board of Directors – marking a milestone moment for someone who has spent years pushing for better systems, better access, and better outcomes across the healthcare industry.

Openings for:

• Behavioral Health Growth Marketing Director

• Senior Manager, Content Marketing

Are you passionate about improving healthcare during pivotal moments? Bamboo Health is hiring team members who want to enable true, whole-person care. Learn more about life at Bamboo Health and explore our open roles: https://t.co/7XiyUOXUOc #BambooHealthValues pic.twitter.com/6xqP4aQnLZ

— Bamboo Health (@BambooHLTH) June 27, 2026

The Healthtech Marketing Show

Marketing to healthcare is hard. We can all use a little help. Join host Adam Turinas for the Healthtech Marketing Show to learn from the experts. Each episode features an experienced healthcare technology marketing leader, who shares tips, insights, and how to’s on a specific topic. Episodes include B2B marketing, HIT Marketing trends, ABM, brand strategy, digital, and content marketing and more.

Elevate Your Rare Disease Marketing – MERGE life science industry experts created this guide to provide a new perspective towards three tried-and-true tenets of rare disease marketing. You can expect to learn how modern solutions to age-old challenges can make a real difference for your company and the community.

Urgent Care Marketing 101 – free, online marketing eBook from Experity
An urgent care clinic, like any business, is only profitable if patients continue to use its services over time. Unfortunately, many urgent care facilities have a restricted marketing budget, which can severely limit new business volume and community engagement. According to Andrew Ibbotson, Vice President of the National Research Corp. in Nebraska, “Urgent care traffic is driven more by online search results, geography, wait times, and availability than traditional healthcare delivery.” These added complications make identifying the most effective marketing strategies for your walk-in clinic even more essential to success.