Jenny Bristow is the CEO and founder of Hedy & Hopp, a full-service healthcare marketing agency celebrating its 10th year. In this conversation from HCIC 2025, she talks through what she’s hearing across the industry: every healthcare marketing team is being asked to do more with a smaller budget, and the answer isn’t a new tool. It’s using what’s already paid for.

Her biggest focus right now is Epic. Hedy & Hopp became the first marketing agency to send staff to Verona to get certified in Epic platforms, including MyChart. The reason: Epic has built-in messaging, analytics, and patient engagement functionality that most marketing teams aren’t touching. She explains how UTM parameters can be pushed into Epic to track campaign conversions through to actual appointments, giving marketers the ROI proof they’ve struggled to produce.

She also makes the case for rethinking what “marketing” means inside a health system. The conversation has shifted from top-of-funnel acquisition to the full patient journey, and the data to understand that journey, from claims data to persona research, is already accessible to most marketing teams.

On AI, she’s direct: Hedy & Hopp uses it to automate manual internal processes, not to write patient-facing content. She expects healthcare marketing to get more human-led, not less, and points out that even ChatGPT has been hiring senior copywriters.