There was a time, not so long ago, when healthcare marketing meant making sure your hospital had a good billboard and your practice showed up on Google Maps. But those days are over. Today, healthcare decisions are shaped less by proximity and more by trust, experience, and emotional connection. Today’s patients aren’t just looking for care, they’re looking for care they can believe in. And that has changed everything. In this edition of Vital Signs, we’ll explore how the rules of modern patient engagement have changed, what healthcare marketers need to do differently, and why empathy, authenticity, and personalization aren’t just nice-to-haves anymore-they’re the price of entry