Modern Tactics for a Cautious Industry | House Call Miami

Healthcare marketing doesn't have to move slow. In this panel from House Call Miami 2026, three marketers from very different corners of healthcare — fertility, pharma, and eyecare — share the channels and tactics they're using to reach patients beyond Google Ads and traditional media, all while staying privacy-compliant. Ella McMahan (Spring Fertility) explains how influencer partnerships and ambassador programs have become their top patient acquisition channel. Gaetan Akinrolabu (Bristol Myers Squibb) breaks down the "surround sound" strategy — using data to be on 4-5 channels simultaneously — and why training LLMs and optimizing for AI search is his number one priority for 2026. Matt Jackson (EssilorLuxottica) shows how to use Performance Max and cross-channel campaigns to consolidate effort and free up time for community building. They also tackle the compliance question head-on: how to build a risk-profile decision tree with legal, why monthly lunch-and-learns with your legal team change the game, and how to "code switch" your pitch for the CFO versus the CMO. Featuring: Ella McMahan (Spring Fertility), Gaetan Akinrolabu (Bristol Myers Squibb), and Matt Jackson (EssilorLuxottica). Moderated by Juan. Presented by Freshpaint at House Call Miami 2026.