Reading the Room: A Must for Healthcare Marketers
In today’s cultural climate, marketing doesn’t happen in a vacuum—it happens in the middle of everything. That’s one of the key themes from this week’s The No Normal Show, where we reflect on the growing expectations (and scrutiny) surrounding healthcare and consumer brands.
Rebranding in the Spotlight
Whether it’s Nike’s “Never Again” billboard or NYU Langone’s Super Bowl ad, recent campaigns have sparked conversation—and, in some cases, controversy. It’s a reminder that even well-intended messages can be interpreted in ways that brand teams didn’t anticipate.
As healthcare marketers, it’s important to recognize the need to “read the room.” That includes understanding cultural currents, political dynamics, and audience sentiment. Timing, tone, and trust all matter. And getting them right isn’t always straightforward.
Branding in a Culture-Watching Era
In an environment where every message has the potential to be amplified, dissected, or criticized, branding can become less about what you say—and more about how, when, and why you say it.
In a time when audiences are especially attuned to issues of equity, representation, and institutional accountability, brands not only show up in the market; they show up in the conversation.
This doesn’t mean marketers should avoid boldness. But how can our boldness be grounded strategically, emotionally, and socially? As Chris Bevolo puts it, “It’s not always what you say—it’s when you say it.” In other words, timing and tone may no longer be secondary considerations. They’re central to how audiences can interpret, question, or embrace your message.
Branding rooted in purpose can be seen by leading health systems—but that purpose only connects when it’s more than just language. As noted in the episode, UC Davis Health offers a strong example. Their commitment to health equity is more than a campaign theme; it’s baked into their operational DNA, their messaging, and their leadership. It shows up consistently, and it’s supported by proof points instead of platitudes.
Still, even with the best intentions, there’s no formula for getting this right. Algorithms can’t replace instinct, and good intentions don’t guarantee good reception. What marketers can do is stay curious, stay open, and stay willing to listen—both to the people we serve and the culture we operate within.
At its core, this is more than just about risk avoidance. It’s about relevance. And the brands that continue to evolve with empathy, clarity, and consistency are often the ones that earn the trust they’re hoping to build.
Talk to our team about how we can help your health system lead with clarity and purpose by emailing us at nonormal@bpdhealthcare.com
Read the transcript
