Building Healthcare Brands: Storytelling Opportunities with Kerchanin Allen
In this episode, we interview Kerchanin Allen, a marketing expert with ten years of experience in the healthcare industry. Kerchanin discusses her journey from journalism to healthcare marketing, sharing insights on the unique challenges and opportunities in this dynamic field. She emphasizes the importance of strategic marketing, storytelling, and adapting to the evolving landscape of healthcare, including the use of AI.
Chapters/Timestamps:
- 00:00 - Introduction and Kerchanin Allen's Background
- 09:02 - Strategic Marketing and Storytelling
- 21:25 - Marketing to Diverse Audiences
- 31:54 - AI in Healthcare Marketing
- 40:09 - Sales and Marketing Alignment
- 47:04 - Advice for Healthcare Marketers and Final Thoughts
Guest Information:
- Guest's Name: Kerchanin Allen
- Guest's Title/Position: Marketing Expert
- Guest's Linkedin: https://www.linkedin.com/in/kerchanina/
- Guest's Bio: Kerchanin Allen is a marketing expert with over ten years of experience implementing marketing strategies for organizations in the healthcare space. Her experience spans payer level, utilization management, care coordination, and ACO REACH.
Key Takeaways/Highlights:
- Kerchanin Allen's background in journalism and how it informs her approach to marketing.
- The importance of strategic versus cosmetic marketing in healthcare.
- Challenges and strategies for marketing to diverse audiences (patients, providers, investors).
- The role of storytelling and creating cohesive brand narratives.
- Navigating compliance and legal considerations in healthcare marketing.
- The impact of AI on marketing and its potential in the healthcare sector.
- The importance of collaboration between sales and marketing teams.
- Advice for healthcare marketers: be adaptable, embrace calculated risks, and be persistent.
Creators and Guests
Host
Heath Fletcher
With over 30 years in creative marketing and visual storytelling, I’ve built a career on turning ideas into impact. From brand transformation to media production, podcast development, and outreach strategies, I craft compelling narratives that don’t just capture attention—they accelerate growth and drive measurable results.
Guest
Kerchanin Allen
Throughout her career, Kerchanin Allen has supported organizations ranging from startups to Fortune 50 companies in operationalizing their marketing and communications strategies, with a focus on compliance and sustainable growth. In her recent roles, she has emphasized leadership in developing comprehensive, health-centric, and value-based marketing strategies that drive success in post-acute care and align with broader business objectives. Kerchanin works collaboratively with cross-functional teams to refine brand storytelling and develop robust, data-driven content pillars and account-based marketing (ABM) strategies that resonate with target audiences and support growth-focused initiatives. Her expertise also extends to leveraging data analytics for campaign optimization and managing budgets to maximize ROI. With a strong command of digital, print, and media channels, along with a talent for cultivating key partnerships, she plays a vital role in advancing brand presence and market influence.