By Allie Schultz
I recently attended the 2025 Healthcare Marketing & Physician Strategies Summit (HMPS) in Orlando — and let me tell you, healthcare marketing isn’t just shifting anymore. It’s transforming. Rapidly. Dramatically.
What was once a function centered on awareness and lead generation has evolved into a strategic powerhouse, now tasked with leading brand strategy, building trust, and shaping the entire patient experience. It’s a major shift, and from the keynotes to the hallway conversations at HMPS, one thing was clear: this isn’t a change that’s coming. It’s already here.
From AI innovation to digital strategies and the recurring theme of data analytics, we’ve barely unpacked our suitcases from HMPS—yet we’re already diving into the insights and lessons it delivered.
Here are a few key takeaways from HMPS—and why they matter now.
Accelerating AI
Increasing AI integration in CRM systems, marketing automation, and telehealth is enhancing healthcare delivery and stands to streamline marketing efforts. AI is revolutionizing the way our healthcare clients conduct business and is having a positive impact on their internal processes. At HMPS, Tom Lawry’s keynote session centered on how AI is pioneering an Intelligent Health Revolution and transforming healthcare to be more effective and responsive for clinicians, patients, and consumers. As a renowned AI transformation advisor to global healthcare leaders, Tom reinforced the shift that the future belongs to teams who can translate data into action. He left us with some great words of wisdom as we are all navigating the changing landscape of AI; “For those who choose to lean in, you’ve got this.”
Building Stronger Physician Partnerships: The Key to Collaborative Healthcare Delivery
Strategies are continually being perfected to improve physician satisfaction, retention, and referrals, fostering stronger relationships between healthcare leadership and physicians. At HMPS 2025, one of the most consistent themes was strengthening trust-based relationships between healthcare leadership and physicians. This includes streamlining communication, establishing feedback loops, launching recognition programs to address burnout, and ensuring alignment between clinical and marketing teams. By equipping physicians to be internal advocates and optimizing referral networks with better data and visibility, leading systems are improving retention, satisfaction, and care coordination.
More Than Medicine: Creating Brands Patients Trust and Choose
A marketer summed it up best with this memorable line. “Gen Z wants a virtual consultation from where they order dinner: their couch.” That one quote highlights how much expectations have changed—especially among younger generations. For Gen Z, digital convenience isn’t a luxury. It’s a baseline expectation.
But healthcare brands aren't just marketing to one generation. Jeremy Rogers and Mike Yost from Indiana University Health shared that younger consumers prioritize on-demand care and seamless digital experiences. Meanwhile, older generations continue to value human connection, in-person care options, and trusted provider relationships. Effective brand strategy must bridge this generational gap, delivering convenience and compassion.
Trust, too, is evolving but remains deeply local. While many consumers doubt the healthcare system overall, their confidence increases regarding nearby providers. That contrast makes something very clear: brand and experience can't operate in silos. They must collaborate to attract patients and foster long-term, meaningful relationships rooted in convenience and community.
Demonstrating Marketing Value Through Data-Driven ROI Analysis
In today's healthcare landscape, marketing decisions made without robust data analytics are inefficient and represent missed opportunities for optimal ROI and strategic advantage. Leaders are under pressure to show how every dollar drives engagement, growth, and return. That's why a data-driven marketing strategy and a clear line between activity and impact are more critical than ever.
As we connected with new potential clients and reconnected with agencies we've collaborated with in the past, we often found ourselves revisiting our story—how we’ve become the Agency of Preference® for healthcare brands. Our ability to move quickly and strategically fill gaps sets us apart. Staying sharp on the latest in healthcare communications isn’t just a value-add—it’s core to delivering meaningful impact for our partners.
Let’s Shape the Future of Healthcare Marketing Together
If you’re looking for a strategic partner who understands the evolving landscape of healthcare marketing—and knows how to move fast, adapt, and deliver—let’s talk. Reach out to our team to explore how TrendyMinds can help your organization harness innovation, improve engagement, and build a stronger brand.