The Next Viral Moment: A New Playbook for Building Influence in Healthcare Marketing
Let’s be honest: “brand buzz” usually means going viral, trending on X, or grabbing headlines. But is that still the gold standard for influence in marketing?
In this episode of The No Normal Show, Stephanie Wierwille and Desirée Duncan break down why a viral moment isn’t always the most effective—and how today’s marketing impact can begin in smaller, more focused circles. From YouTube’s streaming strategy to the evolution of the CMO title and the rise of “niche storytelling,” this conversation is a must for marketers rethinking how to establish their brand and its relevance.
YouTube Is More than a Video Platform—It’s TV
Forget everything you thought you knew about YouTube. It’s no longer only a video archive or ad channel—it’s becoming a full-on streaming network. With YouTube Premium on the rise, AI-powered ad placements timed to emotional peaks, and a redesigned app meant to mimic Netflix, this isn’t a platform to ignore.
Are you treating YouTube like a digital dumping ground for old TV spots? Well, you could be missing the opportunity to build real engagement. Today, YouTube is a search engine, a content ecosystem, and a behavior-shaping force—and the audience is watching on their TVs with their friends, family—everyone.
Is the CMO Title Dead? Long Live the Chief Growth Officer?
Let’s talk titles. The CMO title may be getting a rebrand. Think Chief Growth Officer, Chief Experience Officer, or even Chief Revenue Officer. Why? Because “marketing” doesn’t always resonate with the C-suite, who’s language is often heard as growth, sales, and financial impact. If marketing is going to earn a seat at the table, it needs to speak the language of business results and brand equity. Take a look at BPD’s latest white paper, The Future of the CMO to get an in-depth look into marketing’s current value within healthcare systems.
From Mass Buzz to Micro Influence: The Shift That Matters
Gone are the days when a viral hashtag was enough. Today, the most meaningful marketing isn’t only about reaching everyone—it’s about reaching the right someone. Think small, intentional conversations that happen in Facebook groups, conference rooms, DMs, or niche podcasts.
Desirée puts it best—if you’re talking to everyone, you’re talking to no one. And in healthcare, where consumer trust can be fragile and decisions tend to be personal, influence often starts with relevance over reach.
A Real-World Example: SHIFT Nursing and Niche Storytelling
Take SHIFT Nursing—a partnership between BPD and the Robert Wood Johnson Foundation. Its goal? Help nurse leaders lead in health equity. The strategy? Don’t talk at them. Hand them the mic.
Through documentary storytelling, long-form content, and grassroots amplification, SHIFT became a movement nurses wanted to share. Not because they were told to—but because they owned it. The result? Telly award wins, several award nominations, 2,000+ events, and ongoing impact long after the campaign ended.
This is what niche storytelling looks like—when the message is meaningful enough that people carry it forward themselves.
From Campaigns to Communities
The biggest mindset shift? Moving from campaigns built for audiences to platforms built with them. That means:
- Listening to your community first
- Building momentum through participation and promotion
- Focus on behavioral change and impressions
Real conversations, real relevance, and real change could be the new gold standard towards receiving the recognition every brand wants.
We’d love to hear your thoughts. Reach out to us at nonormal@bpdhealthcare.com
