Influence is Changing. Are You Prepared for What’s Next?
In the latest episode of The No Normal Show, we confront the quiet power shift happening inside health systems—and what it means for CMOs trying to stay in the room where decisions are made. But first, we asked some lighter (but equally loaded) questions: Is Chipotle done for? And has influencer marketing gone full QVC?
Influencer Marketing or Digital Flea Market?
What started as a buzz-building playground is now a hyper-transactional, commission-fueled machine. ROI is shifting from likes and views to direct sales. Platforms like TikTok are doubling down on affiliate shopping, turning creators into real-time sales reps armed with ring lights and referral codes. For healthcare, this evolution brings serious questions. No, we can’t pay influencers per appointment—but we can treat them like strategic partners. Because in this space, success isn’t just about reach. It’s about relevance, credibility, and trust.
The Karolina Effect: Who Really Has the CEO’s Ear?
Inspired by the fictional head of comms in Succession, the trend reflects a real-world shift: Chief Communications Officers are increasingly the ones CEOs rely on when the stakes are high. Stats back it up. 56% of communications teams said they report to the CEO, while marketing’s seat at the table is shrinking. And the reason is clear—reputation is currency for leadership. When the wrong message can tank trust and trigger investigations, the CEO isn’t calling the CMO when a brand needs quick course correcting. They’re calling comms. That should raise a flag for healthcare marketing leaders. If the person responsible for executive visibility, crisis response, and messaging reports to you but holds more influence, you’ve got a problem CMOs need to act now.
In our The Future of the CMO white paper, we discuss the opportunity for CMOs to be the voice of the market today, tomorrow, and in the future, because if you’re not in the room, you can’t shape the decisions. In a world where messages go viral, policies change overnight, and reputations hang in the balance, being seen as “just the marketer” isn’t enough. You need to be the whisperer, the strategist, the trusted call when it all hits the fan.
Have a spicy take on Chipotle, influencer marketing, or boardroom politics? We want to hear it. Email us at nonormal@bpdhealthcare.com.
