When people ask me what I do, I usually say, “I help families find the right care solutions for their loved ones.” But behind that simple explanation is something much deeper—something that has shaped my entire career. In healthcare marketing, especially when it involves patient placement, success is built on trust, and trust only comes when you lead with empathy.

This isn’t just a job for me. It’s a calling. And in a field where people are often stressed, overwhelmed, and looking for answers, the way we show up matters more than anything.

The First Step is Listening

I learned early on that families don’t just want information—they want to feel heard. I’ve sat across from countless people who were emotionally drained, unsure of their next steps, and carrying the weight of making decisions for someone they love. In those moments, listening—really listening—became the most important part of my job.

When we take time to understand someone’s fears, concerns, and hopes, we move beyond marketing. We create a connection. That’s where trust starts. And that’s what I aim to do in every interaction.

It’s Not About Filling Spots

Let’s be honest—there’s a lot of pressure in this field to produce results. Placements, referrals, numbers. But I made a decision early in my career that I wouldn’t cut corners or treat people like checkboxes. I’ve always believed that integrity is more valuable than speed.

There have been times when I had to say, “This isn’t the right fit,” even when it meant losing a referral or having to search longer. But the payoff is worth it. Families remember that you put their loved one’s well-being first. And once they see that, they trust you—not just for that one placement, but for future ones too.

A Lesson I Had to Learn the Hard Way

I won’t pretend that everything has gone smoothly. There was one experience I’ll never forget. I helped place a patient in a home that, on paper, looked like a perfect match. But once the patient moved in, it quickly became clear it wasn’t the right environment. The family was frustrated and disappointed—and rightfully so.

I took full responsibility. I listened to their concerns and worked quickly to find a better solution. That experience taught me a valuable lesson: empathy also means accountability. Because of that setback, I improved my vetting process and made communication with care providers stronger. That one mistake made me better at what I do today.

Empathy Isn’t Weak—It’s a Strength

In healthcare marketing, empathy is sometimes misunderstood. Some people think being kind or emotional makes you less professional. I completely disagree. Empathy is a strength—one that creates loyalty, clarity, and comfort in a process that’s often confusing for families.

Being empathetic doesn’t mean we don’t make tough decisions. It means we make them with people in mind. We consider how every recommendation will impact the patient’s life, their dignity, and their family’s peace of mind. And when people feel that you care, they’ll remember you.

Community Matters

Empathy also extends outside of work. I spend time cooking and donating meals, groceries, and clothing to independent living facilities that reach out for help. It’s one small way I can give back and show that my support doesn’t end when business hours do.

These moments remind me why I started in this field. They ground me. They keep me focused on the bigger picture. When we stay connected to our communities, our work becomes more meaningful—and people can sense that.

Staying Human in a Digital World

Healthcare marketing is changing fast. We’re seeing more automation, digital platforms, and streamlined processes. That’s all useful—but we can’t lose the human element. No technology can replace a warm voice, a reassuring presence, or a heartfelt follow-up call.

I use simple tools to stay organized—notes, calendars, check-ins—but at the core, my focus is always on relationships. People want to work with someone they can trust, someone who sees them as more than a number. That’s where empathy wins every time.

To anyone new to this field, or even those who’ve been in it for a while, I want to say this: Let empathy lead your work. It doesn’t make you soft—it makes you real. And in an industry built around care, being real is everything.

Trust isn’t built overnight. It takes time, consistency, and heart. But once you earn it, it becomes the foundation of everything else—better results, stronger referrals, lasting relationships.

At the end of the day, I measure success not by how many placements I’ve made, but by how many families felt supported, heard, and safe in the decisions they made. That’s what keeps me going. That’s what makes it all worth it.