Creating Impact by Building Trust w/ James Furbush

Trust as a Foundation in Marketing:
Trust-building is a non-negotiable in healthcare marketing. With complex sales cycles often exceeding 18 months, providing consistent, educational, and empathetic content fosters long-term relationships critical for navigating intricate buyer committees.

Content Strategy for Diverse Audiences:
Tailoring content to different stakeholders, from C-suite executives to operational staff, James shares how finding a way to build value by focusing on the importance of professional development content in an industry often lacking clear career progression resources was foundational to a high-value, trust-building content strategy.

Human-Centered Relationship Building:
Authentic, non-sales-focused interactions create connections that matter. Companies can earn trust and develop lasting partnerships that drive both business and social impact by creating platforms to elevate others' voices, such as interview-based podcasts.