Presented by The Partnership Healthcare Marketing
Hosted at The Partnership HQ in Atlanta | May 9, 2025
Before diving into research and insights, the event paused to celebrate a true healthcare hero. Attendees gave a round of applause for Shoghig Andakian with WellStar, recently named 2025 Nurse of the Year by the Atlanta Business Chronicle. Surrounded by peers and leaders, her recognition set the tone for the discussion.
Kicking Off with Research That Matters
Kristy Roldan, VP of Growth at MDRG, opened the day with recently published findings on how access behaviors are changing across generations. Her insights set the tone:
- 77% of patients begin their care journey with a Google search.
- Half of all consumers already rely on non-traditional care sources.
- 15% have made retail their primary care model—a figure that’s rapidly rising.
Kristy also unpacked generational differences across Gen X’s intuition-led decision-making to Gen Z’s context-responsive care choices revealing a fragmented but telling picture: convenience, clarity, and control now shape loyalty more than clinical credentials.
Panel 1: Consumer Brands & the Access Mindset
Jon Kling, Chief Operating Officer at NCH, opened the first panel by emphasizing the power of storytelling as a strategic tool in healthcare. He set the stage for a dynamic conversation moderated by Alex Loehrer, VP of Partnership Health, who led the discussion on how consumer brands are reshaping access through design, data, and emotional connection.
A.K. Singh of ZS challenged health systems to build brands as strong as detergent companies:
“Healthcare brands can save lives—and still be weaker than a detergent brand. That’s a missed opportunity for emotional storytelling.”
Kristy Barker from WellStreet Urgent Care revealed how a simple UX tweak—asking for a zip code—doubled their conversion rate.
Stacie Pacheco, GM at Char-Broil, brought clarity to the complexity of consumer choice:
“We forgot who we were talking to… I’m a mom who wants to make a smoothie. What do I do with horsepower?”
And Matt Gove, CGO at QuickMD, laid it bare:
“Patients don’t care about your expertise until they need it—they care about how easy you are to use.”
Panel 2: Healthcare Delivery & Synthesis
In the second session, leaders from leading health systems shared candid insights on clinical complexity, physician burnout, and designing access around people, not process.
Dr. Robert Cubeddu, President of NCH Rooney Heart Institute, emphasized role clarity and clinician integration:
“Bring your physicians to the table… Their burnout rates will drop when they feel reconnected to purpose.”
Kelly Meigs of Tanner Health challenged us to think beyond the patient:
“Family members are listening—and they’re judging you.” She emphasized targeted mental health pathways and behavioral care integration.
Ellen Donahue-Dalton of VillageMD shared how their Stay Well Care Plan offers 24/7 team access and proactive digital care for Medicare patients.
A Special Closing Moment
Paul Hiltz, President and CEO of NCH and a partner of The Partnership, closed the event with a forward-looking perspective on what it takes to lead transformation in healthcare—tying together the day’s themes of collaboration, connection, and purposeful change.
Following the panel discussion, attendees had the opportunity to meet both Paul and Amanda Lucey, CEO of The Partnership, a top healthcare marketing firm in Atlanta and Naples, and co-author of Upheaval: Crafting a Culture and Managing Your Message Through a Crisis (Amazon Best Seller and #1 in Public Relations). The book, already resonating with healthcare and marketing leaders, chronicles NCH’s reinvention during the pandemic and offers practical strategies for navigating high-stakes challenges.
What’s Next? Unlocking the Next Chapter in Healthcare Marketing
Access Unlocked showed that modern healthcare marketing is about more than awareness—it’s about designing access and building trust. For those rethinking their brand strategy or digital experience, now’s the time to act.
Your patients expect the best, and your brand should reflect that. From hospital networks and medical systems to private practices, Partnership healthcare marketing is a fully integrated PR, Marketing and Communication agency that works side‑by‑side with healthcare organizations in Atlanta, Tampa and Southwest Florida, to deliver comprehensive marketing strategies. Whether you’re launching a new service, managing a challenge, or looking to boost visibility, we’ll guide you every step of the way. Fill out the form and let’s create a marketing plan that gets results.
Let’s unlock what’s next—together.
