Hello There,

As we wrap up 2025, the team at Springboard wants to wish you a happy holiday season and share our most-popular strategic insights of the year. These blog posts have helped healthcare leaders sharpen their thinking, build internal alignment, and connect brand and strategy to real outcomes — just in time for 2026 planning.

From grounding your brand in meaningful behavior to moving beyond tactics to true strategic growth, these five posts captured the attention of executives and marketing leaders alike.

We hope they spark fresh momentum as you close out the year — and remember, we’re ready to help you put strategy into action in the New Year.

Warm regards,
Mike Chapman
President

1) Branding from the Bottom Up

Empower authentic brand adoption by engaging people throughout your organization — not just announcing change from the top. Learn how brand ambassadors and internal alignment deepen connection and drive lasting impact.

In this post, you’ll discover:

• How bottom-up branding sparks trust and engagement

• Why employees are your most credible brand storytellers

• Ways to measure and optimize internal brand adoption

2) Moving Beyond Marketing Tactics to Drive True Strategic Growth

Stop thinking in campaigns and start driving strategy. This piece explains why healthcare marketing must align with business outcomes — and how leaders can evolve their role from tactical execution to strategic leadership.

Key takeaways include:

• The gap between marketing activity and business strategy

• How to orient marketing around measurable growth outcomes

• Critical questions to ask before launching any initiative

3) The Power of a Positioning & Messaging Grid

A strong positioning and messaging grid helps you speak clearly and consistently to diverse stakeholders — from patients to physicians to referral sources. This practical guide shows how to tailor messages without losing brand coherence.

This article covers:

• Why personalization matters in healthcare communication

• How to maintain consistency even with tailored messaging

• Ways to align cross-functional teams around shared brand language

4) Reposition Marketing as an Investment

When marketing is treated as an expense, it’s the first budget cut. When it’s treated as an investment, it becomes a driver of growth, reputation, and strategic impact. This article breaks down how marketing leaders can shift executive perception and prove measurable ROI.

In this post, you’ll learn:

• How to frame marketing outcomes in business terms executives value

• Which enterprise-level metrics signal real growth and contribution

• How to present results using an investor’s mindset — not a cost-center report

5) The Brand EKG: A Diagnostic Tool for Organizational Health

Just like a clinical EKG reveals what’s happening beneath the surface, a Brand EKG gives leaders a clear reading on what strengthens—or weakens—organizational performance. This strategic tool helps CMOs and CSOs quickly identify where brand alignment is thriving, where it's breaking down, and where action is needed to support growth.

This article explores:

• How a Brand EKG measures the clarity, consistency, and relevance of your brand
• Why misalignment shows up as operational symptoms long before marketing spots it
• How leaders can use these insights to guide strategy, messaging, and investment decisions

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