With future-forward creative in the wild to future-shaping conversations on the horizon, we’re closing Q3 with momentum that matters.
VP, Communications Kate Caverno took BPD’s report, “Tomorrow is Too Late” on the road to the ISHMPR Fall Conference in Geneva, IL. This session explored how health systems could reclaim their value in the face of growing skepticism. With media narratives painting hospitals as profit-driven and consumer trust eroding, Caverno emphasized how it was time for hospitals to unite, speak up, and reassert their purpose.
Coming up in October, we’re bringing our podcast show to HLTH25 in Las Vegas. The No Normal Show will be live from the floor, discussing the forces reshaping healthcare — from AI’s next chapter to what’s really keeping clinicians up at night. Want to share your POV on the mic? Reach out: info@bpdhealthcare.com. In the same month, we’re:
- Attending SHSMD Connections 2025. Our own Chris Bevolo will lead a series of sessions focused on the evolving role of the CMO, with help from industry professionals like Victor Reiss (UNC Health), Matt Gove (QuickMD), and Philip Guiliano (BrandActive). If you’re thinking ahead, you’ll want in. Register here.
- Hosting a session at the American Hospital Association’s Allied Public Relations Executives (APRE) meeting. In this session, “Hospital Reputation Attacks – What’s Trending and How Do We Combat It?” we’ll examine the forces driving negative perceptions of hospitals, and offer strategies to help systems push back with truth, urgency, and a renewed voice. As always, we’re showing up to move faster, think smarter, and help the industry make a greater impact in the communities we serve.
Artificial intelligence is changing everything. At the 2026 Joe Public Retreat, we’re going beyond the buzz to imagine how AI could fundamentally reinvent healthcare marketing. This year’s theme — The AI Dream — sets the stage for future defining exploration, featuring AI trailblazer Paul Roetzer, who will spend an entire day with us helping attendees stretch, challenge, and expand what’s possible. It’s a high-level strategic visioning session, with the smartest minds in the field in one room, building the future together. The retreat happens February 18–20 on South Beach in Miami. It always sells out, and for good reason. If you want in on the most important AI conversation in health system marketing, now’s the time. RSVP your spot today.
When Baptist Health South Florida set out to activate a new men’s health initiative, they partnered with BPD to move fast — and go deep. In just weeks, we built a strategic platform rooted in urgency, cultural relevance, and honest conversation, brought to life by NBA legend Alonzo Mourning. This challenge was a matter of behavior change in the way men approach health. Together, we launched a high-impact, multi-channel campaign that broke through the noise, tackled stigma, and motivated men to take that all-important first step. The result?
- 49% increase in brand awareness among men
- 30% reduction in the gender awareness gap
- 19M+ impressions across channels
From a compressed timeline, we built a movement — one designed to shift mindsets, spark real conversation, and drive action at scale.
This summer, HCA Healthcare’s The ONE campaign showed up in unexpected places, including weekly activations at Yoga on the Rocks. Branded gear, gratitude walls, smoothie bikes… even headbands all helped to shape the attendees experience, emphasizing the importance of wellness. BPD helped position HCA HealthONE as the partner for good times and better health with 3,000+ attendees engaged each Saturday. Check out our video here.
Meet the latest BPDerrrs helping us ignite what’s next: Sara Haun, Director, Project Management; Lisa Runyon, AVP, Project Management; Daniel Leonardo, Senior Production Designer; Jared Kranz, VP, Principal; and Taylor Marjamaa, Financial Operations Analyst. Additionally, Anna Applegate was promoted to Manager of Talent Acquisition.
The No Normal Show delivered some of our sharpest episodes yet. We discussed what it means to apply “Einstein thinking” to AI in healthcare, tackled the men’s health gap with insights from Alonzo Mourning’s campaign, and explained why being “full” isn’t the same as being future-proof. We also discussed the ethical tension around AI’s rapid rise including deepfakes, digital trust, and what healthcare needs to do now. Missed an episode? Catch up here.
