Unpopular opinions with Christian Barnett: Aided vs. unaided awareness
In this episode, Christian encourages marketers to consider unaided awareness as a better metric for brand strength.
Unpopular opinions with Christian Barnett: Brand awareness
The first episode of Christian Barnett’s unpopular opinion series challenges marketers to think about the specific kind of brand awareness they want to capture.
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 what healthcare systems must do now that the stakes are rising.
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 coming storm. One thing is certain — there is no time to waste.
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.
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.
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 purchase and download on Amazon.
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.
What’s on deck for Unlock in Q3 2025
Want to keep up with the happenings at Unlock Health? Read exciting news. Check out planned webinars. Find out where you’ll see us at industry events.