Beyond the Screen

The blueprint for Centennial Pharmacy Services’ success is as effective as it is simple. Through interventions and medication management tools, the medication-at-home pharmacy does more than just provide medication—it strikes at the heart of its patients’ well-being. Driven by its commitment to personal outcomes, Centennial partners with organizations across the healthcare spectrum to improve medication adherence, optimize medication outcomes and better patient health.

Lindsay Dymowski believes this focus on patient and brand experiences is the secret sauce in how it markets to the masses. The president of the Philadelphia-based company says that streamlining the process—and continually reinforcing that premise—is critical for everyone involved. Lindsay’s family started the company based on the realization that numerous individuals were failing to follow up after being prescribed medication by their physicians.

“The key is personalization and authenticity,” says Lindsay, who also is co-founder and principal of The Centennial Group, a pharmacy management company that supports community pharmacies and health systems. “Healthcare is inherently personal, and patients want to feel seen, understood and cared for.”

Centennial Pharmacy’s ability to put its brand experience front and center acknowledges the unique challenges the healthcare sector faces and the tailored solutions that can be offered. For example, in Centennial’s long-term care-at-home pharmacy, it personalizes everything from medication packaging to follow-up care. “This ensures that patients feel supported in their homes,” Lindsay says. “Creating moments that create joy, like sending a personal note or recognizing a milestone in their care journey, leaves a lasting impression.”

Like any marketing strategy employed, Centennial strategically balances its digital and traditional channels to create a cohesive brand experience. This ensures that every touchpoint reinforces the same core message and values. “Digital platforms are fantastic for creating accessibility and immediacy, while traditional channels can have more emotional resonance,” Lindsay says. “For example, we use digital platforms to share educational content about our pharmacy services, reaching a wide audience quickly.”

This strategy is complemented through in-person events such as luncheons at senior centers, where the Centennial team can connect face to face and demonstrate the human element behind their brand. Printed materials like brochures handed out at events serve as a tangible reminder of the brand, bridging the gap between digital and in-person interactions.

“The key is storytelling and focusing on impact,” Lindsay says. “People don’t connect with brands; they connect with stories and outcomes. Highlighting real-life examples of how your services have positively impacted patients with testimonials, case studies or behind-the- scenes content cuts through the noise.”

Lindsay says that brands also must be consistent in their tone and messaging. “Healthcare consumers are savvy and can detect inauthenticity quickly. For example, when we talk about long-term care at home, we focus on real patient experiences, the challenges they face, and how we are genuinely helping solve those challenges. Messaging that is empathetic and aligns with the brand’s values will always feel more authentic than generic advertising.”

In today’s socially paced landscape, where going viral can make or break a brand’s stature in a heartbeat, delivering your service flawlessly and to the expectations (and higher) is paramount, especially in the healthcare realm. Jeff Bernhard says that removing all friction points along the patient’s journey is one of the strategies more brands need to place at the top of their to-do lists. As an advisory board member of Kaliber Labs Inc., Bernhard has a front-row seat to just how quickly things can change when things get off track.

“In healthcare, reputation is everything,” Bernhard says. “People can post on social media platforms and immediately tarnish a business’s reputation. So, a healthcare organization needs to delight each and every patient and customer, and focus on not only the large strokes, but also the small strokes. The small, detailed items are what separates good from great organizations, and enable them to grow exponentially through an exceptional offering and service levels.”

Located in San Francisco, Kaliber Labs is building an end-to-end suite of AI-powered software solutions to meet the needs of patients, surgeons and administrators in arthroscopic surgery. Being able to deliver detailed information, i.e., the sharing between providers and patients, is everything. “Having a strong digital footprint and presence is critical for reaching the masses to attract attention with good materials and content,” Bernhard says. “LinkedIn is good with this as long as you are not selling on the platform, but instead informing. The idea would be to use digital to appeal to the masses, but in-person meetings and events to close business.”

Bernhard says the best way to conduct business still is face to face, especially in an environment where people still like working with people. Kaliber conducts widespread communications and gathers DMs and messages from interested parties looking to learn more about its services. From there, the Kaliber team sets up Zoom meetings, in-person meetings or meetings at events for the prospect to learn more.

From a marketing perspective, Kaliber uses video testimonials from real customers and patients—the more authentic, the better. In some cases, customers and patients are encouraged to take their own videos—45-second or less snapshots that detail their experiences. The videos are then uploaded as posts on social media platforms and its website. Customers and patients also are asked to complete a brief survey that captures their experience immediately after the experience.

“Everyone in America has had a poor healthcare experience more than once,” Bernhard says. “Poor service levels in all aspects of healthcare has become the norm. Believe in your mission, through and through, live your mission, and treat your patients the way you want to be treated with white gloves and you will never fail.”

In the dynamic world of healthcare marketing, authenticity continues to be the cornerstone of meaningful brand experiences that resonate with patients and professionals alike. By prioritizing genuine storytelling, transparent communication and a deep understanding of patient needs, brands are transforming from mere service providers to trusted partners in wellness.