The Rule

The Reason

The Call

Rule #3 is to over-index on creating demand and find a better balance between generating demand and capturing it in order to better reach today's B2B buyers and ultimately win their business. 

The New Rules of Relevance is a thought-provoking series from veterans Jared Johnson and Mitch Holdwick about what it takes to succeed in the modern world of B2B healthcare marketing. Let's dig in! (Relevant #13) 

Rule #3 is to over-index on creating demand and find a better balance between generating demand and capturing it in order to better reach today's B2B buyers and ultimately win their business. 
The New Rules of Relevance is a thought-provoking series from veterans Jared Johnson and Mitch Holdwick about what it takes to succeed in the modern world of B2B healthcare marketing. Let's dig in! (Relevant #13)

Current healthcare marketing doesn’t reflect the current realities of choices. On the Relevant Podcast Channel, award-winning healthcare thought leader Jared Johnson and a rotating set of guest hosts challenge the conventional wisdom of healthcare B2B and B2C marketing, technology, careers, and leadership. 

Current healthcare marketing doesn’t reflect the current realities of choices. On the Relevant Podcast Channel, award-winning healthcare thought leader Jared Johnson and a rotating set of guest hosts challenge the conventional wisdom of healthcare B2B and B2C marketing, technology, careers, and leadership.

Relevant

Shift Forward Health is the channel for change makers who want to build the Healthcare of Tomorrow. Subscribe to the channel and receive our entire lineup of shows hosted by a diverse collection of forward-thinking experts from around the world. One subscription, all the podcasts you need, all for free!  

Shift Forward Health is the channel for change makers who want to build the Healthcare of Tomorrow. Subscribe to the channel and receive our entire lineup of shows hosted by a diverse collection of forward-thinking experts from around the world. One subscription, all the podcasts you need, all for free!

Shift Forward Health

Shift Forward Health is the channel for change makers in healthcare. We produce thought leadership for early adopters and champions of progress in healthcare, bringing together the perspectives of highly respected leaders in health tech, marketing, finance, and human-centered design. 

Follow Shift Forward Health, and you’ll be subscribed to our entire library of shows, including long-lasting award winners like Healthcare Rap, intriguing perspectives like Healthcare Transformers, and fresh voices including Erica Olenski Johansen, Shiva Mirhosseini, and more. One subscription. All the podcasts you need. All for free. 

Shift Forward Health is the channel for change makers in healthcare. We produce thought leadership for early adopters and champions of progress in healthcare, bringing together the perspectives of highly respected leaders in health tech, marketing, finance, and human-centered design. 
Follow Shift Forward Health, and you’ll be subscribed to our entire library of shows, including long-lasting award winners like <a href="https://shiftforwardhealth.com/show/healthcare-rap/">Healthcare Rap</a>, intriguing perspectives like <a href="https://shiftforwardhealth.com/show/healthcare-transformers/">Healthcare Transformers</a>, and fresh voices including <a href="https://shiftforwardhealth.com/show/trauma-informed-life/">Erica Olenski Johansen</a>, <a href="https://shiftforwardhealth.com/show/paving-the-path/">Shiva Mirhosseini</a>, and more. One subscription. All the podcasts you need. All for free.

NEW RULES: Over-Index on Creating Demand (#3)

Frank McGillin returns to share key lessons for digital health founders to partner with academic medical centers, curated from his time leading The Clinic by Cleveland Clinic. 

All that, plus the Flava of the Week about Rock Health’s newly minted research on consumers’ use of AI chatbots. How quickly are health-related AI searches growing, and what actions tend to come next? 

ANNOUNCING THE RAP COLLABORATIVE 

Exciting news! We’re launching the Rap Collaborative, a curated group of founders, builders, and operators working together to grow the adoption of consumer-centered health. Through content, community, and co-creation, members help shape what’s next and get their perspective in front of the industry. 

Interested in being part of it? Let’s talk. 

Reach out to jared@ulteradigital.com. 

(#498) 

Frank McGillin returns to share key lessons for digital health founders to partner with academic medical centers, curated from his time leading The Clinic by Cleveland Clinic.&nbsp;
All that, plus the Flava of the Week about Rock Health&rsquo;s newly minted research on consumers&rsquo; use of AI chatbots. How quickly are health-related AI searches growing, and what actions tend to come next?&nbsp;
ANNOUNCING THE RAP COLLABORATIVE&nbsp;
Exciting news! We&rsquo;re launching the Rap Collaborative, a curated group of founders, builders, and operators working together to grow the adoption of consumer-centered health. Through content, community, and co-creation, members help shape what&rsquo;s next and get their perspective in front of the industry.&nbsp;
Interested in being part of it? Let&rsquo;s talk.&nbsp;
Reach out to jared@ulteradigital.com.&nbsp;
(#498)&nbsp;

How Founders Can Partner With Medical Centers (#498) 

Live from ViVE '26, we wrap up our coverage from Las Vegas with a full lineup of health IT and health tech thought leaders on solving some of healthcare’s legacy data challenges with emerging tech. 

Anurag Mehta, CEO and Co-Founder of Omega Healthcare, cuts through the challenges of having too many tools in revenue cycle and not enough clarity on what actually works.

Shawn Fichter, CEO of Legacy Data Access, describes how to reframe the way that we collect more data than ever … and then make clinicians hunt for it.

Elton Tavenner, Chief Technology Officer at Certilytics, shares how to flip the narrative from How to use AI to how to get better answers from data we can trust.

Vik Sheshadri, CTO at Med Tech Solutions, discusses how access in the workflow is still the real issue. 

John Tonthat, Chief Revenue Officer at Cellhub Enterprises, and Wes Rhodes, Strategist & CTO at Freeman Health System, tell the benefits of Hospitals Without Walls, Isolated Recovery Environments, and Strategic Cost Optimization. 

Dan McDonald, Co-Founder and CEO of 86Borders, shares what actually drives meaningful member engagement, especially for vulnerable populations.

Mikhail Golovnya, Senior Advisor Data Scientist at Minitab, offers a much-needed reality check on where we actually are with AI today. 

And to wrap up the episode, we learn what it take operationally to make AI successful on the ground from Solventum's Hari Bala, Chief Technology Officer, Health Information Systems, and Thea Campbell, Global Business Director, Revenue Cycle - Revenue Integrity.

All interviews are available on the Healthcare Rap and Healthcare Now Radio YouTube channels. 

All that, plus our latest shout out to consultants who are helping to guide conversations and bring clarity. 

USE OUR PLATFORM TO CONNECT WITH HEALTHCARE INNOVATORS 

Healthcare Rap continues to be a top platform for thought leadership on consumer-centered health, and our new partnership with Healthcare Now Radio expands our distribution further than ever. Keep us in mind as you're looking for new, creative ways to tell your story to healthcare leaders. Request our media kit today at jared@ulteradigital.com. 

(#497)  

Live from ViVE '26, we wrap up our coverage from Las Vegas with a full lineup of health IT and health tech thought leaders on solving some of healthcare&rsquo;s legacy data challenges with emerging tech.&nbsp;
Anurag Mehta, CEO and Co-Founder of Omega Healthcare, cuts through the challenges of having too many tools in revenue cycle and not enough clarity on what actually works.
Shawn Fichter, CEO of Legacy Data Access, describes how to reframe the way that we collect more data than ever &hellip; and then make clinicians hunt for it.
Elton Tavenner, Chief Technology Officer at Certilytics, shares how to flip the narrative from How to use AI to how to get better answers from data we can trust.
Vik Sheshadri, CTO at Med Tech Solutions, discusses how access in the workflow is still the real issue.&nbsp;
John Tonthat,&nbsp;Chief Revenue Officer at Cellhub Enterprises, and Wes Rhodes, Strategist &amp; CTO at Freeman Health System, tell the benefits of Hospitals Without Walls, Isolated Recovery Environments, and Strategic Cost Optimization.&nbsp;
Dan McDonald, Co-Founder and CEO of 86Borders, shares what actually drives meaningful member engagement, especially for vulnerable populations.
Mikhail Golovnya,&nbsp;Senior Advisor Data Scientist at Minitab, offers a much-needed reality check on where we actually are with AI today.&nbsp;
And to wrap up the episode, we learn what it take operationally to make AI successful on the ground from Solventum's Hari Bala, Chief Technology Officer, Health Information Systems, and Thea Campbell<a href="https://www.linkedin.com/in/thea-campbell/">,</a> Global Business Director, Revenue Cycle - Revenue Integrity.
All interviews are available on the Healthcare Rap and Healthcare Now Radio YouTube channels.&nbsp;
All that, plus our latest shout out to consultants who are helping to guide conversations and bring clarity.&nbsp;
USE OUR PLATFORM TO CONNECT WITH HEALTHCARE INNOVATORS&nbsp;
Healthcare Rap continues to be a top platform for thought leadership on consumer-centered health, and our new partnership with Healthcare Now Radio expands our distribution further than ever. Keep us in mind as you're looking for new, creative ways to tell your story to healthcare leaders. Request our media kit today at jared@ulteradigital.com.&nbsp;
(#497)&nbsp;&nbsp;

HIMSS '26: Omega, LDA, Certilytics, Med Tech Solutions, Cellhub, 86Borders, Minitab & Solventum (#497)

Reza Amin, CEO of Bastion Health, talks about founding the first nationwide virtual men’s health clinic, access gaps that may surprise you, and the scope of outcomes that can be improved when more men are willing to be part of the health conversation. 

All that, plus the Flava of the Week about the launch of Perplexity Health. How is Perplexity staking its claim to being the most trusted AI engine for health answers, and how can we make an unbiased effort to evaluate new health AI tools from the consumer's point of view? 

USE OUR PLATFORM TO CONNECT WITH INNOVATORS IN CONSUMER HEALTH

Healthcare Rap continues to be a top platform for thought leadership on consumer-centered health, and our new partnership with Healthcare Now Radio expands our distribution further than ever. Keep us in mind as you're looking for new, creative ways to tell your story to healthcare leaders. Reach out to jared@ulteradigital.com. 

(#496) 

Reza Amin, CEO of Bastion Health, talks about founding the first nationwide virtual men&rsquo;s health clinic, access gaps that may surprise you, and the scope of outcomes that can be improved when more men are willing to be part of the health conversation.&nbsp;
All that, plus the Flava of the Week about the launch of Perplexity Health. How is Perplexity staking its claim to being the most trusted AI engine for health answers, and how can we make an unbiased effort to evaluate new health AI tools from the consumer's point of view?&nbsp;
USE OUR PLATFORM TO CONNECT WITH INNOVATORS IN CONSUMER HEALTH
Healthcare Rap continues to be a top platform for thought leadership on consumer-centered health, and our new partnership with Healthcare Now Radio expands our distribution further than ever. Keep us in mind as you're looking for new, creative ways to tell your story to healthcare leaders. Reach out to jared@ulteradigital.com.&nbsp;
(#496)&nbsp;

NEW RULES: Over-Index on Creating Demand (#3)

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