Why Strong Vendor Relationships Matter in Healthcare

Hospitals and healthcare organizations focus a lot on patient relationships—and rightfully so. But there’s another key relationship that can make or break your ability to deliver great care: vendors.

From medical supply companies to tech and marketing partners, vendors influence everything from efficiency to patient experience. Strong vendor relationships don’t just keep operations running smoothly; they can also drive innovation, reduce costs and enhance service delivery.

Build the Relationship, Reap the Benefits

Many organizations treat vendors purely as transactional partners. But taking the time to build relationships with them pays off. At AB&C, we work really hard to be an extension of our clients’ marketing teams and help anticipate their needs.

Trust Is a Two-Way Street

Things won’t always go smoothly—vendors may fall short, or purchasers may have delays. But this is where that trust makes a difference. Honest and open communication will allow true partners to troubleshoot and problem-solve when things go wrong.  

Align on Goals

Your vendors should understand your organization’s goals as well as you do. Customizing presentations about your specific needs can uncover innovative solutions. You might even solve problems you didn’t realize you had.

Patients and employees often take center stage in healthcare branding, but don’t underestimate the power of vendor relationships. They’re a crucial part of the healthcare ecosystem—and your success.

Healthcare consumers are savvier than ever. They’re not just patients; they’re customers shopping for care with the same scrutiny they apply to major purchases. This shift means healthcare leaders must think beyond operations and patient outcomes—they must think like marketers.

But a killer marketing strategy isn’t just about the external message; it’s also about the internal culture. Your employees—the people who interact with patients every day—are the face of your brand. That makes Internal Communications a crucial partner in your branding efforts.

Competition is Driving the Evolution of Healthcare Marketing

Healthcare competition isn’t just coming from other hospitals or clinics. Retail giants like CVS and Walgreens, along with tech powerhouses like Apple and Amazon, are disrupting the market. Patients are weighing their options, factoring in convenience, cost, and—most importantly—experience. In this landscape, it’s not enough to have a great ad campaign. You need a team that delivers a brand experience that keeps patients coming back. This starts with HR and a clearly defined employment brand and carries through to Marketing and Communications that embodies your brand values.

The Secret Weapon: Your People

Your marketing can promise exceptional care, but it’s your team that delivers it. Prioritizing patient-focused hiring ensures that every touchpoint—from the front desk to the operating room—reinforces your brand’s reputation. Beyond that, leaders, physicians, and staff should be positioned as brand ambassadors in the community. Their integrity, expertise, and compassion aren’t just assets in patient care—they’re your best marketing tool.

Do you have a clearly defined employment brand? Does your organization have a brand ambassador program?

Last week, I had the pleasure of attending the Mid-Atlantic Society for Healthcare Strategy and Market Development (MASHSMD) Conference in Dewey Beach, Delaware—and what an energizing few days! From thought-provoking sessions to meaningful connections (and yes, a few too many orange crushes), this year’s gathering was truly one to remember.

I was fortunate to be part of a panel discussion on “Unlocking the Power of AI to Supercharge Your Marketing Efforts.” We explored how healthcare marketers can harness AI to streamline content creation, personalize outreach, and drive better patient engagement—without losing the human touch that makes our work matter. I hope that attendees found our tips helpful.

My colleague Jean Hitchcock led a standout session titled, “At the Intersection of Marketing and Patient Experience: What to Take to Market That Enhances Patient Care.” Jean brought her signature insight and clarity to a discussion that’s more important than ever: how our brand narratives and marketing messages must align with—and elevate—the patient experience.

In addition to all the great content shared in each session, AB&C co-hosted a fantastic happy hour with our partners Doctivity and the Baird Group, where clients and friends gathered for good drinks, tasty munchies, great conversation and lots of laughs. The famous Dewey Beach “crushes” flowed freely, and so did the conversation. It was the perfect way to unwind and build relationships outside the conference space.

The quality of this year’s programming truly stood out. The senior-level thought leadership was impressive, but it was the emotional honesty of certain sessions that made the biggest impact on me. Two sessions particularly resonated:

• Stacy Beers and Andrea Becker shared a deeply personal session on how their experiences with trauma and tragedy have shaped their leadership styles. Their vulnerability and strength sparked important conversations about authenticity, resilience and showing up for your team in meaningful ways.
• Ryan Moran, DrPH, MHSA, Deputy Secretary, Healthcare Financing and Medicaid Directory, Maryland Department of Health, delivered a powerful talk on the implications of Medicaid funding cuts. He broke down what those cuts could mean not just for Maryland, but for healthcare systems across the mid-Atlantic and the country. His message was clear: Medicaid is not just a policy issue—it’s a lifeline for millions, and we need to advocate for its protection.

MASHSMD 2025 reminded me why I love working in healthcare marketing. It’s not just about strategy—it’s about people. I left Dewey Beach feeling inspired, recharged and ready to bring fresh thinking into the work we do each day.

Already counting down to next year’s conference in Baltimore. Hope to see you there!

A brand promise isn’t just a tagline. It’s a commitment that must hold strong even when times are tough. In healthcare, that means staying true to your mission, not just during routine care but also in the face of crisis.

Why Brand Integrity Matters in Healthcare

Healthcare professionals are naturally mission-driven. They enter the field to help and heal. But during high-pressure situations—pandemics, staffing shortages, financial challenges—even the most committed teams can lose sight of the brand promise.

Yet these moments are when your brand’s integrity matters most. Patients, families and employees are watching. They need to see that your organization stands by its values—not just when it’s easy, but when it’s hard.

Supporting Staff to Uphold the Brand Promise

Leadership plays a crucial role in reinforcing brand values during tough times. Consider these questions:

• Are you actively communicating your brand promise to staff?
• Are you recognizing and celebrating the sacrifices and dedication of your team?
• Are you providing resources to help employees navigate challenges while upholding quality care?
• Are you fostering a culture that prioritizes well-being for both staff and patients?

The True Test of Your Brand

Living your brand promise during a crisis is the ultimate proof of its strength. It’s not just about external marketing—it’s about internal culture, leadership and consistency. When the dust settles, how your organization upholds its brand promise will define its reputation for years to come.

Are you reinforcing your brand promise in ways that matter? Let’s talk about how to build a brand that stands strong, no matter the circumstances.

Branding isn’t just about marketing; it’s about consistency. A strong brand is built on a well-defined message platform—a strategic foundation that ensures every interaction, from marketing to HR to clinical care, reinforces your brand identity.

More Than Marketing: A Brand’s Strategic Backbone

Branding is often misunderstood. It’s not just a logo, a tagline or an ad campaign. It’s the DNA of your organization—the essence of who you are and what you stand for. A message platform provides the framework for this truth. It defines key messaging pillars, tone and positioning, ensuring every department communicates a unified story. Without it, you risk creating fragmented messaging that confuses your audience and weakens your brand.

Aligning Messaging Across Departments

Your message platform isn’t just for the marketing team. It should guide communication across HR, patient billing, clinical teams and leadership. Every touchpoint shapes your brand perception, from a patient’s first call to a financial-assistance discussion to a follow-up appointment

While different service lines may have unique messaging nuances, they should all be consistent with the overarching brand narrative. Whether speaking to pediatric patients or orthopedic surgery candidates, the messaging should feel cohesive, intentional and aligned with your brand promise.

The Bottom Line

Without a well-defined message platform, your brand risks being diluted or misunderstood. A clear, strategic messaging framework ensures every communication reinforces your brand identity and resonates with your audience.

Is your brand messaging aligned? If not, let’s build a platform that ensures consistency, clarity and impact.

Hospitals and Sporting Events: A Winning Partnership

Healthcare marketing is evolving. As patients become more informed and discerning, healthcare organizations must rethink their approach to brand visibility and engagement. Enter sports sponsorship. It’s a strategic move that positions healthcare brands in front of passionate, engaged audiences, especially when high-profile FIFA and MLB events are headed our way.

The Shift to Healthcare Consumerism

The traditional patient-provider dynamic has changed. Today, consumers expect more from their healthcare experience, weighing quality, cost and convenience like any other major purchase. Rising deductibles and out-of-pocket costs are driving consumers to make more deliberate choices about their care. Healthcare organizations must compete for attention and trust—and sports sponsorships offer a powerful way to do just that.

Why Sports Sponsorships Make Sense

For decades, beverage brands, fast-food chains and tech companies have capitalized on sports sponsorships. Now hospitals and insurance companies are catching up. The connection is natural: Sports embody physical health, wellness and peak performance—values that align seamlessly with healthcare.

In 2023, NewYork-Presbyterian became the first health system to put its logo on an MLB uniform, through a partnership with the New York Mets. Currently, there are healthcare organizations that are patch partners with the MLB, WNBA, NBA, MLS and National Women’s Soccer League. The NBA patch deals are estimated to be worth $7 million to $10 million annually, according to The Athletic. Health systems are using varying levels of partnership to promote initiatives like Breast Cancer Awareness Day and youth wellness programs, and to reinforce their commitment to community health. These partnerships go beyond logo placement; they engage audiences through meaningful activations that drive awareness, trust and even patient acquisition.

The Competitive Advantage

A well-executed sports sponsorship does more than boost brand recognition. It fosters community engagement, reinforces a commitment to wellness and differentiates your brand in a crowded market. As healthcare consumerism grows, strategic partnerships like these can enhance brand affinity and influence patient decisions.

Is your healthcare brand ready to step onto the field? Let’s talk about how the right sponsorship strategy can elevate your brand and create lasting impact.

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