Back from SHSMD 2025 in Dallas, one thing’s clear: the conversation has shifted. The hype is fading, and the hunger for what actually works is taking center stage. This year felt more grounded, more human. Less about shiny tools and more about solving real problems that get in the way of connection.
Across sessions, hallways, and after-hours chats, a theme emerged: healthcare marketers are done waiting for permission. The best ideas weren’t about chasing trends. They were about removing friction, earning trust, and proving impact.
Bonus Takeaway: Powerful branding and swag make waves.
Before we dive in, a Bosun Bonus for you. We officially introduced our new brand, Bosun, at SHSMD25, and the feedback was electric. Building a brand that reflects who we truly are resonated deeply. The bold design, confident voice, and yes, the killer swag, all turned heads. It’s proof that when you invest in authentic branding and thoughtful details, people notice. It’s more than marketing. It’s momentum.
Here’s what stood out:
1. The CMO role just got an upgrade.
Is Rome Burning? The Future of CMOs, leaders from UNC Health, University of Miami, and QuickMD all echoed the same truth: today’s CMO isn’t managing campaigns. They’re shaping the organization’s future. The modern marketing leader isn’t just the voice of the patient. They’re the voice of the market. And when you bring that perspective to the table, the conversation inside the boardroom changes.
2. Friction kills faster than bad creative.
From password purgatories to buried CTAs, friction drains trust faster than any off-message headline. People aren’t disengaged because they don’t care. They’re disengaged because we’ve made it too hard for them to care. Every barrier we remove builds belief.
3. AI is only as human as the team behind it.
AI was everywhere this year, but the most innovative takes came with a dose of realism. The consensus is that marketing should lead, not follow. AI isn’t here to replace human insight. It’s here to amplify it. Start small. Learn fast. Use it to make healthcare easier to navigate, not harder to recognize.
4. Data without context is just noise.
There was refreshing honesty in the analytics conversations. With nearly 30% of hospitals pausing tracking because of privacy rules, teams are learning new ways to measure impact. The real win? Connecting insights without compromising trust. Because in 2025, proving ROI isn’t optional. It’s survival.
5. Focus is the ultimate flex.
The best strategic advice we heard all week: put 80% of your marketing dollars behind the top third of your service lines. Spread too thin, and everything suffers. Focused investment drives growth and turns marketing from a cost center into a revenue engine.
Looking Ahead
SHSMD 2025 confirmed what we’ve believed all along: healthcare marketing doesn’t need more noise, it needs more nerve. The friction is real. So is the opportunity.
Here’s to leading with clarity, creativity, and just enough rebellion to make things better.
Let’s Talk
If you’re ready to cut through friction, elevate your brand, and lead with confidence. We’d love to connect.
