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The business case for networking, not working

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I attended a healthcare marketing conference recently. Unlike other industry events, the Swaay.Health Live conference organizers place a premium on community. 

Here are 10 insanely interesting things I learned about my fellow healthcare marketers in the Swaay community because I was chatting, not selling.

I met someone who: 

  • Was in a metal band in the 90s who toured and opened for giant names
  • Has 14 chickens who lay all different colored eggs 
  • Bought a 60-acre Christmas tree farm and completely remodeled a farmhouse into a magazine-worthy landmark
  • Was a travel nurse for years
  • Cooks dinner for a family in need every Sunday 
  • Wrote country music songs before switching to healthcare content 
  • Moved to Atlanta after her contacts froze to her eyeballs in Chicago 
  • Found a $500 purse for $6 in a thrift store in upstate NY
  • Has a drink named after him in a zany bar in Birmingham 
  • Flies his personal aircraft to Muncie, Indiana to have lunch at a fantastic airport restaurant 


There's something to be said about connecting with the person, not their professional role. This builds genuine, lasting relationships. The connections are more meaningful because they are based on mutual interest and personal rapport, not just professional necessity. 

This isn't why we do it, but there's a business case for not only talking shop at work events. Understanding a person beyond their job title can provide deeper insights into their motivations, challenges, and interests, which can lead to more effective and collaborative professional interactions in the future. Plus, personal connections can open doors to diverse opportunities that might not be directly related to one’s current professional needs but could be beneficial in the long run. Especially in our niche industry, you tend to run in the same circles. This approach fosters a network of contacts who are likely to think of you when opportunities arise, creating mutual benefits that endure beyond the conference. 

So next time you are at a networking event, remember to network (not work).

Beth Cooper

Named one of the Top Women in Health IT to Know (2024) and Women Power Players to Watch (2022) by Becker's Hospital Reivew and Marketing Person of the Year by Health IT Marketing Community (2021), Beth Cooper, JD/MBA is the VP of Marketing and Sales of a multi-award winning top 10 Healthcare Marketing Agency. Over her accomplished career spanning two decades, Cooper has been the driving force behind numerous groundbreaking strategies, transforming businesses into market leaders and propelling their growth trajectories to uncharted heights. She is a strong advocate for the marriage of creative innovation with data-driven insights and leverages cutting-edge tools and methodologies to ensure the successful execution of global, paradigm-shifting omnichannel campaigns.


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