How Piedmont Healthcare Builds Trust Through Storytelling
- Jul 2, 2026
- 29:15
- Full Episode
ABOUT THE EPISODE How do you build trust in one of the most important decisions people will ever make?
Kate Metzinger, Vice President of Marketing and Physician Outreach at Piedmont Healthcare, shares how consumer marketing principles translate to healthcare, why authentic patient stories are more powerful than statistics, how marketing can drive organizational growth, and where AI is creating new opportunities to improve both the patient and provider experience.
ABOUT THE PODCAST Marketing Matters is hosted by Wharton marketing professors Barbara Kahn and Americus Reed. Each week they discuss marketing and advertising trends, consumer behavior, data and analytics, the latest in retail marketing, brand-building, and much more with their expert guests. Episodes are recorded at the Wharton School.
#HealthcareMarketing #BrandStrategy #Storytelling #MarketingLeadership #PatientExperience ----- The Wharton School of the University of Pennsylvania is committed to sharing its intellectual capital through Knowledge at Wharton, the school’s online business analysis journal.
Launched in 1999, Knowledge at Wharton offers free access to:
- Articles, podcasts, and videos highlighting Wharton faculty research and analysis of current business trends - Interviews with book authors from Wharton School Press - In-depth series of curated content like Wharton Executive Education’s Nano Tools for Leaders - A searchable database of more than 10,000 articles covering all aspects of business - A weekly newsletter that delivers Knowledge at Wharton insights directly to your inbox
Visit the Knowledge at Wharton homepage: https://whr.tn/3qUpSBE Subscribe to the Knowledge at Wharton YouTube channel: https://whr.tn/3DEAgAU
Brief Summary
Kate Mettinger discusses her transition from CPG to healthcare marketing and the importance of storytelling in patient-centered campaigns.
Key points
- From Toilet Paper to Healthcare. Kate Mettinger shares her surprising career shift from consumer goods to healthcare marketing.
- The Power of Storytelling. Kate discusses the importance of human-centered storytelling in healthcare marketing.
- Winning a Reggie Award. Kate's campaign at Piedmont Healthcare wins a prestigious marketing award, showcasing effectiveness.
- The Role of A.I. in Health Care. Exploring how A.I. can enhance patient and provider experiences while ensuring data protection.
- Navigating Privacy in Health Care. Discussing the challenges of customer data analytics in a heavily regulated environment.
- Future Trends in Health Care. Anticipating a provider shortage and the impact of technology on care delivery models.
Episode highlights
- The Power of StorytellingKate discusses the importance of human-centered storytelling in healthcare marketing.“People will remember not what you did, but how you made them feel.”13:08Jul 2, 2026
- Winning a Reggie AwardKate's campaign at Piedmont Healthcare wins a prestigious marketing award, showcasing effectiveness.“Our year one campaign went, you know, won a Reggie.”18:22Jul 2, 2026
- The Role of A.I. in Health CareExploring how A.I. can enhance patient and provider experiences while ensuring data protection.“We're absolutely proponents of using A.I. to help our patient experience.”23:06Jul 2, 2026
- Navigating Privacy in Health CareDiscussing the challenges of customer data analytics in a heavily regulated environment.“We will always protect the patient data and our compliance above all else.”26:07Jul 2, 2026
- Future Trends in Health CareAnticipating a provider shortage and the impact of technology on care delivery models.“There's a very large shortage coming from a provider perspective.”27:45Jul 2, 2026
