Ex-Film Producer's Storytelling Skills Drive Healthcare Marketing Success
by Adam Pines
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What you'll discover
when watching Adam's story
- AI is a valuable tool for accelerating experimentation, workflow optimization, and expanding marketers' capabilities across multiple domains.
- Brand consistency requires methodical mapping of all touchpoints, both controlled and uncontrolled, during rebranding efforts.
- Anticipating customers' next questions and creating content to address them can give a competitive edge in marketing.
- Building trust and deep relationships is crucial in modern marketing, especially for sensitive industries like healthcare.
- Embracing failure and continuous experimentation is essential for growth and innovation in marketing strategies.
- Content strategy should be tailored to different buyer personas, considering their role, background, and life stage.
- Effective marketing requires a balance of art and science, combining creativity with data-driven strategies.
Meet Adam Pines - CMO and CGO @ SureCo
Adam Pines is the Chief Marketing and Growth Officer at SureCo, a company revolutionizing employer-provided healthcare in America. His career path has been diverse and unconventional.
Adam started as a film and music video producer, then spent a decade as a journalist. Recognizing shifts in media creation and distribution, he pursued an MBA to understand business models better.
He discovered his storytelling and creative operations skills were highly transferable to marketing. Adam’s journey led him to SureCo, where he’s been for 3 years.
At SureCo, Adam helps companies provide customized healthcare options to employees, resulting in average savings of 20% on benefits costs. His role involves simplifying complex healthcare stories and educating both employers and employees about this innovative approach.
Adam’s transition from media to marketing exemplifies his adaptability and pursuit of interesting opportunities where his skills can drive growth.
Check out Adam Pines' thoughts on marketing growth
When it comes to how marketers can stay ahead in content creation, Adam shares:
"If you're gonna make a difference and you're gonna rise to the top of your market in terms of customer consideration, you have to be thinking about what's the next question."
He also shares the key to effective marketing in sensitive industries:
"Right now, there's a lot more, like, indirect business growth and retention that is done through trust, through relationships, and through repeatedly being in the conversation."
And what’s the current state of marketing channels:
"We are at a moment, I believe, in marketing where we are seeing channel saturation. Everybody's doing the same things, and everybody's spending the same amount of money."
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