Unconventional Marketing to Tell Remarkable Stories

Full transcript page here.

In the world of healthcare marketing, breaking through the noise means rethinking traditional strategies. The latest episode of the No Normal Show, hosted by Desirée, dives into how brands like AdventHealth are redefining storytelling. Joined by Frank Carter, VP of Brand at AdventHealth, Michelle Figueroa, founder of The Good News Movement, and Julie Bricker, VP of Media Innovation at BPD, the conversation centers on human connection, innovation, and the power of positivity.

AdventHealth and the Good News Movement: A Perfect Match

AdventHealth’s brand promise is ‘wholeness’—helping people feel whole beyond their healthcare needs. Frank Carter shares how this philosophy extends beyond medical crises to support patients’ entire lives. Julie Bricker, ever on the hunt for untapped opportunities, saw the potential in Michelle Figueroa’s Good News Movement, a platform dedicated to amplifying positive stories.

Julie recalls her proactive approach: spotting the lack of healthcare representation on the platform, she slid into Michelle’s DMs. The result? A seamless partnership where AdventHealth’s mission of kindness and healing aligns perfectly with the Good News Movement’s uplifting stories.

The Art of Authentic Storytelling

Michelle emphasizes that the success of the Good News Movement lies in storytelling that doesn’t feel like advertising. Whether it’s a nurse sewing a wedding gown for a patient or a hiking nurse saving a life, these stories showcase raw humanity. AdventHealth contributes by uncovering these narratives through their internal ‘Story Bureau,’ ensuring authentic stories find their way to wider audiences.

Leveraging Innovation and Connection

The discussion highlights how healthcare marketing can benefit from bold, creative thinking. Julie’s ability to blend social media trends with AdventHealth’s mission exemplifies this. From spotting stories on LinkedIn to pitching ideas directly, Julie’s scrappy, all-in approach resonates with Frank’s philosophy of balancing big ideas with organizational resources.

Michelle’s drive to showcase positivity stems from her journalism background. Frustrated by the lack of attention given to good news, she built her platform to amplify humanity’s brighter side. Whether collaborating on stories with AdventHealth or connecting a wildfire survivor with Tom Brady, her mission remains clear: spread kindness and inspire others to do the same.

Key Takeaways

1. Human Connection is Healing: Stories rooted in kindness and community resonate deeply with audiences.
2. Bold Moves Pay Off: Whether it’s sending a cold DM or pushing the boundaries of what’s possible, innovation often starts with courage.
3. Authenticity Over Perfection: Real, raw moments create the most impact, no elaborate productions needed.

AdventHealth and the Good News Movement exemplify how healthcare brands can inspire through storytelling. As Frank says, ‘Healing happens through human connection,’ a truth that underscores every campaign they create.

Ready to redefine your marketing strategy? Take a cue from this inspiring collaboration and find ways to authentically connect with your audience. For more innovative ideas, contact BPD at nonormal@bpdhealthcare.com. And remember: Never settle for normal—push for no normal.