From Funnel to Follow-Through: Lessons from HMPS25 That Marketers Can’t Ignore
What We Learned at the 30th Healthcare Marketing & Physician Strategies Summit
Each year, the Healthcare Marketing & Physician Strategies Summit (HMPS) brings together some of the sharpest minds in healthcare marketing to share insights, tackle emerging challenges, and explore what’s next. This year’s 30th anniversary summit was no exception—and our team at Advance Healthcare Marketing walked away with valuable perspectives that are already influencing how we support our clients.
Here are a few key takeaways that stood out:
1. Understanding Where Your Marketing Falls in the Funnel
A recurring theme throughout the summit was the importance of aligning strategy with the customer journey—from awareness to consideration to choice. Knowing exactly where your efforts are landing in the funnel helps ensure you’re targeting the right audience with the right message at the right time.
Whether you’re running a campaign for service line growth or physician recruitment, it’s essential to tailor messaging based on where your audience is in the decision-making process. At Advance, we use this funnel-based approach to optimize touchpoints, close gaps, and increase conversion rates at every stage.
2. Proactive Transparency Is the New Standard
Several sessions emphasized the shift toward proactive data sharing and transparency between agencies and healthcare organizations. While many clients now have access to real-time dashboards, we believe those tools are just the beginning.
Access to data is important—but understanding that data is what drives better decision-making. That’s why we continue to prioritize regular reporting meetings, where we go beyond surface-level metrics to identify trends, troubleshoot challenges, and align on shared goals. These conversations are crucial to helping campaigns evolve and improve in real time.
3. Metrics Should Fuel Momentum
When it comes to campaign performance, speed matters. One of the biggest opportunities for healthcare marketers today is leveraging data not just to evaluate, but to optimize and adjust—quickly.
We believe that staying close to campaign metrics allows us to respond faster, fine-tune creative or targeting, and ultimately boost ROI more efficiently. Waiting until the end of a campaign cycle to make changes is a missed opportunity. This agile mindset is key to driving better results in today’s competitive landscape.
4. Marketing + Recruitment: A Powerful Collaboration
An exciting thread woven throughout the summit was how internal marketing teams are increasingly partnering with HR departments, especially on physician and clinical recruitment.
As the healthcare talent market grows more competitive, organizations are turning to marketing experts to help tell their employer brand story, reach passive candidates, and differentiate their workplace culture. At Advance, we’ve been helping clients bridge this gap for years—combining our deep healthcare experience with proven recruitment marketing strategies.
The takeaway? Your marketing team shouldn’t stop at patient acquisition. It’s a strategic partner in building a stronger workforce, too.
Looking Ahead
The 30th HMPS Summit reinforced a truth we hold closely: healthcare marketing is evolving fast, and success lies in how quickly and effectively we adapt. Whether it’s embracing more transparent reporting, leaning into data-driven optimization, or expanding into recruitment support, we’re excited to help our clients lead the way.
Let’s keep pushing healthcare marketing forward—together.
If you’re ready to take a more strategic, data-driven approach to your healthcare marketing and recruitment efforts, contact us today. We’d love to start a conversation.
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