Unpopular opinions with Christian Barnett: Correlation vs. causality
In this episode Christian encourages marketers to look deeply at their data to ensure they know the why behind their results.
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.
Creating a health risk assessment strategy that meets patients where they are — across every channel
Layering your health risk assessment (HRA) across multiple channels helps patients discover your healthcare services in more places. When every touchpoint works together, engagement grows and more people move from awareness to care.
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.
Podcast: Healthcare Marketing in the Post-Truth Era
Brandon Edwards and PRovoke Media’s Diana Marszalek discuss navigating healthcare marketing when traditional messengers no longer resonate.
Virtua Health
Virtua Health and Lourdes Health System united to form a new brand, combining Virtua’s primary and maternity care leadership with Lourdes’ expertise in high-acuity services like cardiac surgery and trauma. They engaged Unlock Health to shape the integrated brand to align with strategic goals – transforming care, fostering a “Culture of We,” and focusing on consumers – and establish a foundation for long-term success.
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.
Becker’s webinar: 9/24 at 1 p.m. CT
In this webinar from Becker’s, Unlock’s Ben Fuqua and Kevin Thilborger explore how to factor changing reimbursement levels into targeting and growth planning.