In this episode of Live from HMPS25, Brian Carlson of Vanderbilt University Medical Center examines the powerful connection between marketing and patient experience. With nearly two decades at Vanderbilt, Brian shares how marketing helps bring the patient voice to life—shaping perception, improving operations, and building culture. He explains how feedback, reviews, and digital touchpoints influence both care and brand, and why cross-functional collaboration is key.

From employer health bundles to workforce engagement, Brian emphasizes that great patient experiences start internally. His core message: “Everyone owns the experience,” and marketing plays a vital role in making that real.

Presented by the Forum for Healthcare Strategists, HealthSight Media, and Touch Point Media.