Full transcript page here.

The healthcare industry is buzzing, and HLTH 2024 didn’t disappoint. This Las Vegas-based conference drew in thought leaders, innovators, and change makers from across the healthcare spectrum, showcasing a mix of cutting-edge technology, revolutionary ideas, and engaging discussions.

Kris and Stephanie brought their "No Normal" lens to the event, capturing moments that push the boundaries of the traditional healthcare narrative. Here are the top highlights and insights they shared.

The Haute Couture of Healthcare Conferences

What is the HLTH conference? Stephanie describes, HLTH as the “haute couture” of healthcare. It’s less about the practical solutions of today and more about what’s possible tomorrow. The event brought together providers, payers, pharma, startups, retail health innovators, and investors under one roof. For Kris, a first-time attendee, the atmosphere was reminiscent of Consumer Electronics Show (CES) but with a healthcare twist—brimming with excitement, experimentation, and boundary-pushing concepts.

Women’s Health Takes Center Stage

Women’s health was one of the most discussed topics at the conference. From perimenopause to heart health, the conversation moved beyond traditional fertility-focused narratives. Dr. Jill Biden’s announcement of $110 million in funding for women’s health highlighted the growing commitment to addressing the challenges women face.

For marketers, authenticity emerged as a critical factor. "The way we speak to women must resonate deeply with their real-world experiences," Stephanie emphasizes in the episode. With platforms like TikTok leading the way in women's health education, it’s vital for healthcare organizations to meet women where they are, fostering trust and building meaningful relationships.

Artificial Intelligence: The Future Is Here (Almost)

It wouldn’t be 2024 without AI dominating the conversation. From Samsung’s health record innovation to NVIDIA’s AI avatars, the event showcased groundbreaking advancements. But not every innovation hit the mark—Stephanie’s encounter with “Dr. Creepy,” a digital AI healthcare agent, sparked debates about readiness and the consumer experience.

As Kris notes in the episode, “If marketers aren’t involved in crafting these narratives, the ick factor could overshadow the innovation.” The key takeaway? Marketers need to embrace AI not just as a backend tool but as a front-facing strategy for patient engagement and communication.

Rethinking Primary Care

Primary care wasn’t painted as broken but as part of a system that needs rethinking. Partnerships, like Amazon One Medical’s collaboration with Cleveland Clinic, underscored the potential for integrating innovative approaches to preventative care and chronic disease management.

Stephanie pointes to “the three-legged stool” of prevention—nutrition, exercise, and sleep—as critical components often missing in today’s primary care framework. Meanwhile, grocery chains like Kroger are reimagining the role of food as medicine, advocating for nutrition to be considered as vital as diagnostics.

Nurses as Innovators

For the first time, nurses had a prominent place at HLTH 2024, from hackathons to networking events. Yet, challenges remain. As one nurse candidly shared, while big-picture ideas are inspiring, they don’t always translate to practical support on the ground. Stephanie acknowledged this gap, noting the need for actionable solutions that address nurses' day-to-day realities.

The Funnel Wars Are Alive and Well

Major players like CVS, Amazon, and Kroger are redefining healthcare delivery, each carving out a niche. “They’re not going anywhere,” Kris notes. “They’re recalculating strategies, finding their space, and doubling down on what works.” For healthcare marketers, this means staying nimble and clearly defining their value within an ever-evolving landscape.

Key Takeaways for 2025

HLTH 2024 served as a reminder that the future of healthcare is a shared responsibility. From leveraging AI to speaking authentically to diverse audiences, marketers play a critical role in shaping how organizations connect with consumers.

Ready to challenge the status quo in healthcare marketing? Contact the BPD team at nonormal@bpdhealthcare.com.