Resources
Who cares about authenticity?
How can healthcare marketers connect with consumers more likely to look to influencers for health information than to actual health experts? The first step is to embrace something we all need more of — authenticity.
The burden and responsibility of leaders: seven attributes that define authentic brand leadership
When it’s easy to lead, everyone shows up. When it’s hard? That’s when brand leadership is revealed. Luke Bemis explores the difference between performative marketing and authentic leadership — and...
Baby Boomer marketing in senior living
Baby Boomers are already driving a surge in senior living demand. Their expectations are reshaping how communities must show up in their marketing, right now and in the years ahead....
The Pivot: The (im)perfect storm hospitals face in 2026 and 2027
In the next 18-24 months, headwinds facing healthcare providers will become a full-blown hurricane. Unlock CEO, Brandon Edwards, explores factors that must be addressed as providers prepare to weather the...
Authentic Health Care Marketing: Treating People with Empathy, Curiosity, and Respect
This article by Jane Weber Brubaker was originally published by Strategic Healthcare Marketing on August 21, 2025.
Healthcare crisis communication: a guide to authentic messaging under pressure
In a crisis, trust can be lost — fast. Learn how authenticity in tone, timing, and tactics helps healthcare brands build credibility when it matters most.
The Secret to Healthcare Marketing Success in a Post-Truth World
Unlock CEO Brandon Edwards lays out a path for connecting mission-driven messaging and real-world resonance — authentic healthcare marketing.
Authenticity: a healthcare brand’s most overlooked metric
Authenticity isn’t just a brand value. It’s a measurable driver of trust, patient engagement, and impact — one of the most important yet often overlooked metrics in healthcare.
Four essential investments every healthcare marcomm budget needs to thrive
When economic pressure hits, it may be tempting to cut deep into your budget. But some marketing-communications investments aren’t optional — they’re your foundation. This post breaks down four essential...
Unlock Health cofounders release blueprint for reaching patients in the post-truth era
A new book titled Authentic Healthcare Marketing: Build Trust, Engage Patients, and Succeed in a Post-Truth Era by Unlock cofounders, Brandon Edwards and Shannon McIntyre Hooper, is now available for...