Patient-Led vs. Referral-Driven

Healthcare marketing is often framed as a choice between consumer-driven and referral-driven growth. In reality, decision ownership exists along a continuum shaped by acuity, influence, and operational friction. As hybrid behavior expands, aligning strategy to real-world decision pathways is becoming a competitive requirement.

Healthcare Marketing Strategy

Inspired by Patrick Upton’s NESHCo post, this article reframes the conversation from tactics to strategy and highlights what healthcare marketers should prioritize moving forward.