Mike Massei: In the age of digital transformation, how is healthcare marketing influencing diagnostic innovation?
Diagnostics innovation is rooted first and foremost in addressing clinical needs. Healthcare marketers are responsible for assessing the changes in these needs while understanding the scientific and technological possibilities to envision and establish new products, services, markets, business models, and new value for clinicians and patients.
Kim Nissen: What role does storytelling play in communicating complex medical advancements to patients?
Storytelling is a powerful way to connect medical advancements to the “why” behind the advancement to not only clinicians, but also patients and their families. Medical or regulatory nuances of a particular medical advancement can be very technical and more difficult to convey on-claim to a non-scientific audience. Telling a story aligned to a patient experience can more clearly communicate the benefit. For example, patients may not understand the nuances of a blood test that measures cardiac troponin, a biomarker that indicates heart muscle damage, but they are familiar with heart attacks and the emotions surrounding the experience.
Mike Massei: How has Siemens Healthineers adapted its marketing approaches to address patient concerns around diagnostic accuracy and accessibility?
As the lines between “medical healthcare” and “consumer healthcare” begin to blur, patients are becoming more informed about their own health and the devices used in their care. Particularly because of the pandemic, patients are now more comfortable with the concepts of diagnostic testing, and even complex topics such as test sensitivity and specificity. Our marketing efforts reflect this change, speaking more often to a general public audience through channels such as social media. These more informed patients want content that speaks to the safety and efficacy of their testing in a way they can clearly understand. Therefore, much of our content has changed to show the value a particular device or test provides rather than speaking in technical features.
Preet Kukreja: From a public health perspective, how do you see marketing influencing patient trust in emerging diagnostic technologies?
Marketing has a powerful influence on patient trust in new diagnostic technologies. Clear, fact-based communication about clinical effectiveness, regulatory approvals, and real-world benefits builds confidence, while exaggerated claims risk eroding it. To foster trust across diverse communities, outreach must be inclusive—using culturally relevant messaging, trusted local voices, and accessible education. Digital platforms should enhance health literacy while actively addressing misinformation. Ethical marketing should highlight affordability, data security, and ongoing patient support. When aligned with public health priorities and community needs, marketing becomes a bridge between innovation and real-world adoption, ultimately expanding healthcare access and improving patient outcomes.
Kim Nissen: AI-driven marketing strategies are becoming more prevalent. How can healthcare organizations balance ethical considerations while ensuring patient-centric communication?
I prompted our AI Plaiground about how to respond to this question. The output produced practical guidelines such as patient data privacy and security, transparency, patient consent, verification of accuracy and reliability, and human oversight to avoid exploitation of patient vulnerabilities. All useful points. But what I’ll add is this: AI is not a replacement for deeply understanding healthcare providers and patients. I think this is a really important point because while AI is exciting to experiment with and can support tactical execution, relying on AI for strategy development insinuates valuable market research and direct patient insights might be substituted for AI generated insights alone. Responsible and ethical use of AI is largely knowing when AI could be used versus when AI should be used—and scrutinizing whether AI use in any particular way would undermine the trust patients and healthcare providers place in us.
Preet Kukreja: How do public health institutions ensure that marketing messages remain evidence-based while being engaging for patients?
Public health institutions ensure that messaging remains both evidence-based and engaging by focusing on clarity, accessibility, and cultural relevance. They collaborate with healthcare professionals, researchers, and communication specialists to simplify complex data into relatable, easy-to-understand content. Using storytelling, personal testimonials, and visuals, they make health information more compelling and trustworthy. Partnering with community leaders strengthens credibility, while digital platforms foster real-time interaction and address patient concerns. The goal is to educate without overwhelming, creating messaging that is both factual and empowering, helping individuals make informed health decisions with confidence and trust in the information they receive.
Mike Massei: Given the evolving landscape of patient engagement, what strategies can diagnostic companies implement to build long-term trust through marketing?
As patients act more as consumers of healthcare, companies like ours have to create richer experiences around the moments that matter in the patient’s journey. In the IVD business, this can be complex as we not only establish trust with patients, but also with that patient’s doctor and the laboratories running the test. We build this trust by speaking to these audiences about their specific interests in a language they understand. Furthermore, we build up this trust with continued innovation in our product portfolio, transparency in our communications, and embracing the role of stewards of change in the ever-changing healthcare landscape.
Preet Kukreja: How can marketing strategies be leveraged to address healthcare disparities, particularly in underrepresented communities?
Effective marketing strategies can help reduce healthcare disparities by ensuring communication is tailored, accessible, and culturally relevant. Understanding the specific challenges different communities face—such as language barriers, health literacy gaps, or historical distrust—allows for targeted outreach that resonates. Partnering with local leaders, faith groups, and trusted voices fosters credibility, while using diverse communication channels, including social media, mobile clinics, and community events, expands reach. By prioritizing inclusivity and addressing real concerns, healthcare marketing can break down barriers, empower underserved populations with accurate information, and ultimately improve access to care and health outcomes in meaningful ways.
Kim Nissen: From a media and public relations standpoint, how do you ensure that healthcare marketing campaigns effectively educate patients without being overly commercialized?
One of the reasons why I love working in healthcare is because the commercial objective has meaningful patient impact. I always try to start a campaign by putting myself in the shoes of a patient or caregiver affected by our medtech. Education is better received when it begins with empathy and a listening ear.
Preet Kukreja: How do social determinants of health factor into healthcare marketing strategies?
Healthcare marketing must account for social determinants of health (SDOH) to ensure messages effectively reach and resonate with diverse communities. Factors like income, education, housing, transportation, and language influence how people access and interpret health information. Campaigns should go beyond digital outreach, incorporating radio, print, and community-driven initiatives for populations with limited internet access. Addressing financial barriers by promoting free or low-cost services can improve engagement. Partnering with trusted local voices builds credibility, making health messaging more impactful. By integrating SDOH into marketing strategies, healthcare organizations can foster trust, enhance accessibility, and promote equitable health outcomes.
Mike Massei: What are the key challenges in crafting marketing campaigns that comply with global regulatory standards while still being patient-friendly?
The key challenge in this area is finding language that is both compliant to our regulatory obligations yet understandable by patients. For example, a patient may not understand the term “prognostic”, so we need our marketing campaign to be able to translate what it means for patients—it’s a balance between being compliant and being clear. In the marketing world we have spirited debates over word choice and definitions.
Kim Nissen: How do crisis communication strategies come into play when marketing efforts unintentionally lead to misinformation or public backlash?
I began my career at a strategic issues and crisis communications firm. Prior to social media, the scenarios were largely predictable. Over the years as social media has evolved, I’ve watched crises emerge from otherwise mundane posts. The crisis comm principles that haven’t changed are monitoring/listening and knowing when it’s advantageous to respond and when it’s worth staying silent to avoid fueling the fire. Successful communications generally begins with effective listening.
Mike Massei: With increasing regulatory scrutiny on healthcare communication, what are the best practices for marketing transparency?
Transparency is the key word. In our organization, we have cross-functional reviews of marketing content to ensure we’re meeting the expectations from a medical, legal and regulatory perspective. Nothing goes out the door without ensuring the content is not misleading, confusing or incorrect. This often takes discussion and revisions, so allowing the time for this as part of our marketing process is critical.
Kim Nissen: Can storytelling in healthcare marketing be a double-edged sword? How can communicators balance emotional appeal and factual accuracy?
I think responsible communicators keep in mind that patients are a vulnerable population, and that communications or marketing efforts should be handled with care and with proper disclosures, on-claim. This is not always the case though, and we’ve seen examples of companies with non-regulated products take a more relaxed approach to factual accuracy in favor of emotional selling. Factual accuracy can sometimes result in a less flashy story but it’s non-negotiable for brands committed to generating and maintaining trust.
Mike Massei: The healthcare industry is shifting towards value-based care. How should marketing evolve to reflect this transformation?
Messaging that encompasses value-based care is top-of-mind and can be a powerful way to demonstrate how medtech helps improve patient care. The most impactful proof points require a collaborative approach with our customers to produce or report back quantifiable data about their successes. Our marketing approach has evolved to speak more to the value of the tests we provide than delving into the product technical features and highlights.
Kim Nissen: What role does PR play in reinforcing trust and credibility in patient-centered marketing?
A college professor once told me, “Perception is reality.” Whereas marketing is innately focused on promoting hard-and-true features and benefits of a product, the role of PR is to read the proverbial room, identify the perception(s) among key stakeholders, and then determine what messaging will resonate. PR exists to balance external communications and earn trust through relevant thought leadership and meaningful context about why the product is important in the first place. Media relations and organic social campaigns, for example, earn attention by leaning into soft-selling approaches that inform audiences and resonate authentically.
Mike Massei: How does innovation in diagnostics shape patient decision-making, and how should marketing align with these advancements?
Patients desire answers faster and earlier. Even better is when they are supported with clinical insights that inform an action they can take to alter the direction of their health. At Siemens Healthineers, in addition to bringing new tests to market, we’re equally focused on new uses for existing blood tests. Prognostic claims allow doctors to assess how likely a patient is to progress, for example, and offering more clear directives for intervention or follow-up care. Patients are taking more of an active role in searching for information like this, so our marketing efforts must reflect this.
Preet Kukreja: How can public health leaders collaborate with marketing teams to promote health equity through targeted campaigns?
Public health leaders and marketing teams can work together to advance health equity by developing campaigns that are data-informed, culturally responsive, and community-driven. Public health experts bring critical insights on disparities, helping marketers craft messages that resonate with underserved populations. Partnering with trusted community voices—such as faith leaders and grassroots organizers—can strengthen credibility and engagement. Ensuring accessibility through multilingual materials, plain language messaging, and diverse outreach methods, including social media, local radio, and in-person events, expands reach. By blending public health knowledge with strategic marketing, campaigns can inspire lasting behavior change, improve healthcare access, and reduce disparities.
Kim Nissen: What are the major trends in healthcare marketing that will define patient engagement over the next decade?
Two major trends are top of mind for me: First, patients want to take more of an active role in their healthcare. Patients are self-aware and can access a wealth of information at their fingertips when they are motivated to get to the bottom of their most pressing health concerns. Second, this motivation means patients are willing to follow information—even breadcrumbs—wherever it leads, leading them to increasingly place trust in online influencers or people like them if it gets them closer to an answer. Ideally patients would be well-informed by reputable sources of information, but misinformation is equally accessible. Patient engagement efforts will succeed by keeping pulse on what is top of mind for patients.
Preet Kukreja: In what ways can marketing influence policy-making and healthcare accessibility at a systemic level?
Marketing plays a crucial role in shaping healthcare policy and accessibility by raising awareness, influencing decision-makers, and mobilizing communities for change. When campaigns effectively highlight health disparities and advocate for solutions, they can drive funding, legislative action, and systemic reforms. Storytelling, backed by data, personalizes public health challenges, making issues like preventive care, vaccine access, and maternal health more pressing for policymakers. Strategic advocacy through media, social platforms, and partnerships amplifies public demand, shaping policies that improve affordability, access, and equity. By bridging communication gaps, marketing can turn public concern into actionable change in healthcare systems.
All Panelists: What is one critical change healthcare marketing needs to make today to better serve patients in the future?
Mike Massei: We cannot forget that all our interactions—whether with patient, doctors, or laboratorians—are with humans. And all of us humans are interacting with the world through digital means. We're ride-sharing, tracking our luggage with sensor devices, wearing medical devices on our wrists. Our marketing efforts have to evolve into these digital spaces as there is an expectation that lab results will be as easy to find and understand as ordering a taxi. Patients and clinicians need to be able to trust the information they receive from brands like ours, they need to be able to access it easily, and ultimately understand how it could impact their health.
Kim Nissen: This is a pivotal moment for public relations principles, such as relationship building, to take the lead. We mustn’t undermine the growing dispersion of authority and where patients are redirecting their trust in healthcare information. What we can do is continue to humanize our brands, focus on facilitating relationships with patients and other stakeholders, and leaning into the sources patients trust.
Preet Kukreja: Healthcare marketing must move away from generic messaging and embrace personalized, culturally competent communication that truly connects with diverse patient populations. Many campaigns fail because they overlook the specific needs, values, and barriers different communities face, leading to disengagement and mistrust. By utilizing data insights, collaborating with community leaders, and incorporating patient-centered storytelling, healthcare messaging can become more relevant and actionable. This shift ensures that information is not only accessible but also resonates on a personal level, fostering trust and long-term engagement. A more tailored approach can bridge gaps in healthcare awareness and empower individuals to take informed action.
This discussion highlights how healthcare marketing extends beyond promotion - it is about education, trust, and accessibility. As patient expectations and regulations evolve, marketing strategies must balance innovation with responsibility.
A sincere thanks to our panelists for their expertise and to our readers for engaging in this vital conversation on the future of healthcare marketing.
