Building the Future of Healthcare Marketing with Ray Rosti (Part Two)

In part two of their conversation, David Paragamian and Ray Rosti, President of Klick Media, shift from career lessons to the pressing issues shaping healthcare marketing today. Ray shares his perspective on omnichannel strategy, why it’s less about buzzwords and more about connected data, and how success comes from building step by step rather than chasing a perfect end state.

The discussion also explores the role of artificial intelligence. Ray explains why AI should be seen as “assisted intelligence” that augments human creativity, builds speed, and frees teams to focus on higher-value work. He highlights the importance of training AI on unique organizational knowledge rather than relying on generic prompts.

They also examine the growing influence of social media and digital voices in healthcare. From celebrity endorsements to micro-influencers, Ray breaks down the risks of fragmentation, the opportunities of trusted one-to-one media, and why understanding generational shifts in media behavior is critical for both consumer and physician marketing.

The episode closes with Ray’s reflections on leadership, including:
• Treating feedback as a gift
• Staying open to fresh ideas from all levels
• Viewing change as evolution rather than disruption
• The importance of never settling into “we’ve always done it this way” thinking

Packed with insights on AI, omnichannel strategy, and the future of healthcare influence, this conversation offers valuable takeaways for leaders navigating change and building stronger, more adaptive teams.