True North

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!

05/05/2026

Our team is here in Salt Lake City for and we've been having a blast! If you haven't stopped by booth #7 to grab a customized tote bag, there's still time this afternoon during exhibit hall hours. Come see us and take home a tote! 🌟

04/30/2026

At Compass LIVE last week, our guest speaker Jay Sivasailiam led a session on innovation in healthcare marketing that sparked meaningful conversation and surfaced insights that challenged how many teams are thinking about growth today.

A few themes that stood out:
✅ Marketing’s role is shifting. It’s no longer about executing campaigns on behalf of service lines; it’s about operating as a strategic growth partner. Campaign-based marketing is breaking down, and the focus is moving toward connected systems designed to drive performance over time.

✅ Measurement is evolving. Aligning with the CFO on how ROI is defined and calculated is becoming critical. This is less about reporting on metrics and more about proving business impact in a way that holds up at the executive level.

✅ AI is advancing rapidly. Teams have a unique opportunity to evolve their content and asset development strategies while fostering innovation. Focus on experimentation and prepare your brand for how discovery is shifting with LLM-driven search.

A lot is changing, and quickly. The teams that win will be the ones willing to rethink outdated playbooks and build systems designed for how growth actually happens today.

04/29/2026

There’s nothing better than bringing a group of healthcare marketers together for an afternoon of meaningful conversation, connection, and shared learning. 🌟

We hosted our first Compass LIVE event last week at Hewing Hotel, and were joined by an incredible group of individuals from across the Minneapolis area. The conversations were thoughtful, perspectives were insightful, and the energy in the room made it clear just how much this community is pushing the industry forward.

Thank you to all the leaders who joined us from Allina Health, Essentia Health, Gen4 Dental Partners, Children's Minnesota, Astera Health, Twin Cities Pain Clinic, as well as Definitive Healthcare and Freshpaint.

Special thanks to our guest speaker, Jay Sivasailiam, who brought a wealth of knowledge on industry hot topics like AI and efficiency, C-suite alignment, campaign-based marketing, and more.

📸 Shoutout to Russell Heeter for capturing the day.

04/28/2026

We’re looking forward to being at HMPS 2026 next week and connecting with healthcare marketing leaders!

The True North team will be all around the conference, with several opportunities to connect:

📍 Booth #7
Stop by to meet the team, talk through what’s actually driving performance, and and pick up a little something while you’re there.

🎤 Speaking session with Jane Crosby and Jess O'Brien
"Aligning Brand, Service Lines, and Performance"
📅 Wednesday, May 6
⏰ 9:30 a.m. – 10:30 a.m. MT
A look into how an insight-led operating model with centralized performance visibility can accelerate priority service lines while strengthening trust and accountability.

🍸 Mixology Masterclass hosted by True North
📅 Monday, May 4
⏰ 7:00 p.m. MT
We are hosting a private, interactive mixology class designed to bring together a small group of healthcare marketing leaders for conversation, connection, and a bit of fun.

If you’re interested in joining the mixology class or want to schedule a time to meet, let us know through the link below:
https://www.truenorthagency.com/hmps-2026?linkedin&organic_post&hmps&marketing

See you in Salt Lake City!

Rod Thomas Eric Dutton Jim Patko Caroline Beskid