How To Build a Brand When Trust is the Product, With Erica Klinger
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À propos de cet audio
Erica Klinger is the VP of Marketing at AMCP, the professional association for managed care pharmacy professionals, where she works to optimize medicine and improve lives with a diverse group of stakeholders from health plans, PBMs, policymakers, biopharma, students and educational institutions. Under her leadership, AMCP was recognized by ASAE in 2025 for a Gold Circle Award for best website and a Power of Associations Award for addressing health disparities in medication through an awareness campaign.
Erica is active on brand and marketing advisory groups such as the National Health Council Brand Value Task Force, National Digital Roundtable and Global Biosimilars Week on the board of the DC Tech & Venture Coalition. Her experience as a digital pioneer has earned her speaking appearances and podcasts including Voices of Advocacy podcast, Advocacy Desk podcast, ASAE conferences, AMPLIFY 2023 and the first-ever Google Nonprofit Summit in DC.
What you'll learn about in this episode:- Erica's definition of branding and why your brand is the sum of experiences, perceptions, and trust.
- Practical trends for brand and marketing experts including how AI will shape brand and product innovation, and why social media and search results are becoming the new face of your brand.
- How the future of healthcare membership marketing lies in agile, AI-powered personalization that meets members in real time, removes friction, and builds lasting trust and loyalty through meaningful, surprise and delight engagement.
- How to build and protect trust in a healthcare environment by positioning your organization as an unbiased, evidence-based perspective.
- Why marketing leaders in membership organizations need to act as organizational orchestrators aligning education, policy, membership, and corporate partners around one unified mission.
- Why trust is the core product in membership based organizations, and how retention becomes the growth strategy.
- How community building differs from selling a static product, and why brand work is a living, breathing tool that happens every day.
Additional resources:
- Erica Klinger on LinkedIn
- AMCP's Website
- Josh Dougherty on LinkedIn
- Josh Dougherty's speaking site
- A Brave New's Website