{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Building Member Trust and Engagement, with Annie Furlong","description":"Annie Furlong is VP of Consumer and Growth (B2C) Marketing at Carrum Health. Annie brings 15+ years of experience as a B2C, B2B2C, and B2B marketer and people manager to healthtech and employer benefits markets. She has worked at and consulted for startups, associations, and large publicly traded organizations. As a strategic, creative, & energetic marketer, Annie\u2019s professional passions include business and account strategy, process creation & improvement, shaping customer experiences, professional development and women\u2019s leadership, driving adoption and engagement of products, and leading teams.  She is the proud parent of two little girls, an avid downhill and cross-country skier, and a lover of all things that living in Colorado has to offer. Annie received her bachelor\u2019s degree from Colby College, where she studied neurobiology and business, and has a master\u2019s in Organizational Leadership with a concentration in Strategic Innovation and Change from the University of Denver.   What you\u2019ll learn about in this episode: How branding works in B2B2C healthcare marketing, including Annie\u2019s framework for building brand trust through consistency, reputation, and real customer experiences. How to market to employees inside a B2B company, and why understanding both the employer buyer and the employee end-user is critical to driving adoption. How to maintain brand consistency across multiple channels, and why B2B2C brands should adapt their messaging for different employee populations, including strategies for reaching office workers, frontline teams, and distributed workforces. How Annie approaches consumer and growth marketing within a healthcare benefits platform, and the shifts that Carrum Health is making in specialty care access. What it takes to stand out in the crowded B2B2C healthcare marketing landscape, and why empathy and meeting people where they are in their healthy journey matters. How unconventional channels like direct mail, QR codes, billboards, and benefits fairs can cut through the noise when marketing healthcare solutions to employees. How to balance performance marketing with long-term brand building when your goal is both immediate action and lasting trust. Why rebuilding trust in healthcare marketing is essential today, and how brands can acknowledge the broken system while positioning a better path forward.   Additional resources:  Annie Furlong on LinkedIn B2B2C Marketing Collective on Slack Carrum Health Website Josh Dougherty on LinkedIn Josh Dougherty\u2019s speaking site A Brave New\u2019s Website ","author_name":"A Brave New Podcast","author_url":"http:\/\/abravenew.libsyn.com\/website","html":"