True North

06/15/2026

Successful healthcare marketing partnerships go beyond campaign ex*****on. They thrive on strategic alignment, industry insight, transparency, and a shared vision for growth.

At True North, these are a few of the principles that guide how we partner with healthcare organizations every day, from developing tailored strategies and integrated campaigns to creating visibility into performance and building authentic, long-term relationships.

Swipe through to learn more about the partnership approach that helps us support healthcare organizations as they navigate growth, performance, and an increasingly complex marketing landscape.

06/10/2026

After identifying a recurring increase in vasectomy interest in the months leading up to March Madness, True North supported the launch of a short-term paid search campaign, “Vas Madness.”

Designed to make vasectomy messaging more timely, relevant, and engaging during a period of increased consumer interest, the campaign delivered stronger efficiency than a broader evergreen urology campaign, including a 24% lower CPA.

👉 Swipe through to see how the insight-led strategy turned predictable seasonal demand into lower-cost engagement and conversions.

06/09/2026

Healthcare organizations are increasingly seeking greater visibility into the connection between engagement and conversion. Not just click-through rates, but the outcomes that directly impact the organization such as call conversions, appointment conversions, and service line volume.

Building a compliant MarTech stack that provides this level of visibility is critical. Equally important is knowing how to use the data to make strong decisions.

In this clip, Jane Crosby shares three ways healthcare marketers can leverage data for greater impact:
1. Focus on the metrics that matter
2. Optimize at the ad group and keyword level
3. Look for meaningful changes period over period

06/05/2026

MaineHealth's cancer program was facing increased competition, evolving brand priorities, and a need to better connect patients with screening and cancer care resources.

True North developed an integrated brand and performance marketing strategy focused on strengthening brand perception of MaineHealth's cancer expertise, increasing engagement with screening resources, and driving measurable growth outcomes.

Swipe through to see how True North’s strategic approach led to up to a 36% conversion rate at a $13.71 cost-per-lead.

Read the full case study: https://www.truenorthagency.com/case-studies/maine-health-cancer-care-case-study

06/03/2026

We believe that when employees feel valued and supported, it creates an environment where great work can happen.

Thanks to Jennifer Taylor for sharing! ⭐

06/01/2026

Over the past decade, healthcare marketing analytics and visibility have changed and evolved dramatically.

In the 2010s, healthcare organizations adopted more sophisticated digital marketing strategies, like paid media reporting and CRM platforms.

In the early 2020s, we saw an increase in privacy changes, challenges, and executive pressure to prove marketing impact, all while tools became more complex.

Today, advances in AI and technology are driving visibility and making it possible to unify marketing metrics, access, and ROI data, creating a more connected view of performance and empowering smarter investment decisions.

In this clip from our recent webinar, Eric Silberman reflects on the evolution of healthcare marketing measurement and the opportunity for organizations moving forward.

To learn more about data centralization for a clearer view of performance, watch the full webinar: https://www.truenorthagency.com/webinar/from-data-chaos-to-single-source-of-truth-the-healthcare-measurement-architecture-playbook

05/19/2026

AI, media innovation, testing, and navigating the competition were major themes at this year’s Swaay.Health LIVE conference in April.

Our main takeaways?
→ Visibility across LLMS and AI Overviews in search is increasingly important, and it's time to adapt in the right ways. AI should be embraced as a day-to-day support tool, not as the strategic thinker behind the work (we’ll continue to rely on human insight for that).

→ Healthcare marketers need testing and innovation plans that balance budget realities, align with consumer segment behavior, and drive toward measurable performance marketing KPIs.

→ Stay focused on your own organization's goals. Competitive awareness matters, but your marketing plans and strategic activations should be about YOU, not the guy down the road.

Check out our full recap article featuring insights from Jane Crosby on the Swaay.Health website:
https://swaay.health/2026/05/15/what-we-learned-at-swaay-health-live-2026-a-recap-from-true-north/

The following is a guest article from Jane Crosby, EVP of Strategy & Business Development at True North. The True North team appreciated being part of Swaay.Health LIVE in Foxborough, MA. John Lynn opened the conference with a “give before you get” speech, which we hear is a tradition. It was a ...

05/12/2026

Trust was one of the most important conversations at .

Not just trust as a brand value but trust built through clarity, alignment, and measurable impact.

Our own Jane Crosby joined Chris Boyer, Craig Blake, and John Berndt to discuss how healthcare organizations are navigating the shift from marketing as a communications function to marketing as a true growth driver.

A few themes that stood out from the conversation:
→ Trust grows when organizations can clearly connect strategy to outcomes

→ Stronger alignment between marketing, operations, and leadership creates better patient and business results

→ AI will create the most value when paired with the right infrastructure, data foundations, and human understanding

→ The organizations that move fastest are the ones building visibility and confidence across the full patient journey

At True North, this is exactly how we approach partnership with healthcare organizations by creating clarity around what is driving growth, building alignment across teams, and helping organizations move forward with confidence.

🎙️ Recorded live at HMPS26, listen now: https://touchpoint.health/podcast/tp486-live-from-hmps26-trust-at-scale-and-the-marketing-value-problem-underneath-it/

Live from HMPS26 in Salt Lake City: Chris Boyer with Craig Blake, Jane Crosby and John Berndt on what the new Health System CMO Survey reveals about the real constraint on trust, loyalty and AI: marketing's institutional standing inside health systems.

05/08/2026

That's a wrap on in Salt Lake City!

It was a great week of connection and meaningful conversations with others across the healthcare marketing industry. There's always something special about getting in the same room to discuss the realities, challenges, and opportunities shaping healthcare today.

Thank you to the Forum for Healthcare Strategists team for hosting such a fantastic conference and including us on this year's agenda. We were grateful for the opportunity to speak alongside Jess O'Brien from Beaufort Memorial on aligning brand, service lines, and performance to drive measurable growth.

To all the marketers who stopped by our booth, grabbed a custom tote, attended our session, or connected with our team along the way, we enjoyed meeting and reconnecting with you!

Jane Crosby, Rod Thomas, Eric Dutton, Jim Patko, Caroline Beskid

05/06/2026

Cheers to a evening of cocktail crafting and connection at our Mixology Masterclass in Salt Lake City! 🍹

It was great brining together this group of healthcare marketers for an interactive experience after a full day at . Thanks to everyone who joined in on the fun!