We’ve talked ad nauseam about engaging your target audience with great marketing and delivering a strong customer experience for the folks in that audience who become customers.

But “great marketing” and “customer experience” take on new meanings in health care.

“Letting someone cut you open either physically to repair something or emotionally to work through underlying trauma … that requires exponential amounts of trust,” Colin Jeffries, Director of Marketing & Communications at BrightView, said.

It’s even more complicated when you’re working with Medicaid patients who may be experiencing financial, familial and legal hardship.

On this episode of the Above the Fold podcast, two experts talk about what goes on at the intersection of health care and marketing. It’s a fascinating and essential conversation, and a wakeup call for anyone still sleeping on the importance of empathy in marketing.

Additional resources:

Context-free quote of the week:

“He can’t talk. I have control right now. Jeff is just there sitting and he’s got to listen.”

Dominick Sorrentino is a senior writer in Chicago. He's a wordsmith who endeavors to use language, story-telling and creativity to solve problems. He enjoys pizza, the musical styling of A Tribe Called Quest, traveling, a good conversation and, of course, putting pen to paper.