Humanizing Healthcare Tech: Marketing Lessons from Amenities

In this episode of The Marketing Front Lines, we speak with Corey Washington, Senior Marketing Manager at Amenities Health. Amenities Health gives health systems a turnkey solution to compete with retail concierge care players like One Medical by offering premium concierge care memberships delivered entirely under the health system's brand. The company eliminates operational lift, resource strain, and capital investment while driving revenue, network utilization, and patient loyalty for health systems. Corey shares how their distinctive "campy" brand aesthetic sets them apart in the traditionally sterile healthcare tech space, his philosophy on human-centered marketing, and why marketers should view AI as a "brainstorm buddy" rather than a replacement.

Topics Discussed:

• Creating distinctive, human-centered brand identities in healthcare tech
• Using a "build your seat at the table" approach to career advancement
• Developing marketing philosophies that emphasize human connection
• Leveraging thought leadership and employee evangelism effectively
• Finding the right balance between data-driven decisions and human experiences
• Selecting high-ROI marketing channels for healthcare technology startups
• Working with AI as a collaborative tool rather than a replacement for creativity

 

Lessons For B2B Tech Marketers:

• Speak the Language of Your Audience: Ruthlessly eliminate jargon and tech-speak from your messaging. As Corey emphasizes, "Nothing is more irritating than when you're trying to get to know a brand and you're trying to translate hieroglyphics to understand what they do." Healthcare tech companies particularly benefit from translating complex solutions into clear, human terms.
• Brand Differentiation Matters Even in Technical Markets: Amenities Health stands out with its warm, "campy" branding in a sea of sterile healthcare tech websites. Their A-frame cabin motif and outdoor theme create memorability that has customers at trade shows consistently praising their distinctive look. Even in B2B tech, distinctive visual identity creates significant competitive advantage.
• Make AI Your "Brainstorm Buddy": Use AI to structure brain dumps, refine raw ideas, and perform initial research, but maintain human oversight for strategy, empathy, and authenticity. As Corey notes, "AI is there to take my brain dump and structure it in a way where I can take it and do something with it," not replace marketer judgment. Even with AI tools, content creation still requires significant human input (turning a 5-7 hour writing job into a 2-hour collaborative process).
• Balance Data-Guided Decisions with Human Experience: While data should inform marketing decisions, never forget there's a human behind every keyboard and transaction. Prioritize customer experience even when data suggests otherwise—frustrated customers represent hidden costs not captured in conversion metrics.
• Leverage Human Stories Over Corporate Messaging: Amenities Health is pivoting their strategy to highlight their leadership team's expertise and stories rather than focusing purely on product messaging. This "inside-out" approach leverages team members' credibility and passion while humanizing their brand. People follow people, not companies.
• Make It Beautiful AND Believable: Quality visual design isn't optional—it's fundamental to communicating brand values. As Corey emphasizes, "I want to make sure our marketing is humanized...that it tells a wonderful visual story that draws people in, that they can relate to, that makes it feel as if we care about what we present." Strong design signals attention to quality across all aspects of your business.
• Be a "Swiss Army Knife" Marketer: Develop versatility across multiple marketing disciplines rather than specializing too narrowly. Technical understanding, creative skills, and strategic thinking combine to make you more valuable. As Corey advises younger marketers, "Do not be a one-trick pony marketer...Being able to be comfortable with many different forms of marketing and if you don't know it, being comfortable to say, 'I'm going to learn it.'"

 

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