By Bridget Saroff, Account Director
In my work at KNB Communications, I spend each day immersed in healthcare — working closely with clients to shape marketing and PR strategies that speak to both patients and clinicians. From websites, to social media, to paid advertising, media relations, and tailored content — we focus on solving real pain points in the healthcare experience.
Recently, when someone close to me was hospitalized, I suddenly felt some of those pain points and experienced firsthand many of the challenges our clients are working to solve. While the experience was hardly enjoyable, it was enlightening — a reminder that no matter how far removed the role of a health tech communications agency might seem, everything we do is ultimately about the patient. Here are a few takeaways from my experience:
While the experience was hardly enjoyable, it was enlightening — a reminder that no matter how far removed the role of a health tech communications agency might seem, everything we do is ultimately about the patient.
Clinician support is critical
The clinicians we encountered — nurses, doctors, and specialists — were nothing short of amazing. They work long hours, are often understaffed, and still manage to show up with compassion and expertise. It reminded me that in our roles as marketers, we have a responsibility to support this group through our messaging and the innovations we promote. We need to keep asking: How does this product/service/solution save them time or otherwise make their job easier? How can we help them help others?
Heroes don’t always wear capes
Through this experience, one thing became abundantly clear to me: healthcare extends well beyond patients and clinicians. It includes the food service workers who served meals with a smile, the teams that kept rooms clean and safe, the gift shop employees who offered a laugh, and the barista who learned our names. These employees brought comfort and stability in ways I didn’t expect — but very much appreciated. Their contributions to the patient experience are essential and are often underrecognized.
Caregivers also need support
Through this experience, I quickly realized how little day-to-day support exists for caregivers. While incredible organizations like the Ronald McDonald House and others provide important resources, there’s often a lack of clear direction or immediate help for those who suddenly find themselves in a caregiving role. Emotional support, communication tools, access to test results, and medical updates — these small things can make a big difference. As we build solutions and communications in healthcare, we can't forget the essential role caregivers play in the patient’s healing and recovery.
There's still a gap in the flow of patient information
Despite all the technological advancements in healthcare, patient records are still fragmented, communication between departments is inconsistent, and continuity of care is largely the patient’s responsibility. Sure, EHRs and patient portals have made progress, but there’s a long way to go in creating a truly connected, seamless healthcare experience. I can’t wait to market the client who invents a flawless transition and a unified approach to care across different providers and settings!
This experience has deepened my appreciation for the work we do at KNB — and for the clients we serve who are working to transform the healthcare experience. It also reminded me that healthcare isn’t just an industry; there are real people behind every strategy we develop.