Episode #124
The Evolution of the Sickbay Brand, with Jennifer Lazarz
Jennifer Lazarz is Director of Marketing at Medical Informatics Corp. (MIC), where she now runs the company's entire marketing function as a sole practitioner. Her work spans brand strategy, demand generation, content, and go-to-market execution for the Sickbay Clinical Platform, an FDA-cleared patient monitoring solution used by health systems nationwide. Since joining MIC in 2022, Jennifer has grown the company's digital footprint from a minimal presence into a full content and demand engine, driving a 6x increase in website traffic and a 400% increase in content output through an integrated strategy spanning thought leadership, video, and social media. She works closely with sales leadership on pipeline strategy and is currently building new structures for marketing-attributed opportunity tracking. She also led the branding and positioning work behind MIC's shift toward the Sickbay name, along with the company's 2024 website relaunch and a full rebuild of its marketing technology stack. Jennifer's path into healthcare marketing is anything but linear. She spent years as a professional opera singer before building a destination marketing organization from the ground up as Tourism & Marketing Manager for the City of Gallup, NM, managing a $1.8 million budget and serving as the city's Public Information Officer during COVID-19. That background in building brand and audience trust from scratch now shapes how she approaches marketing in a highly regulated, relationship-driven industry like healthcare technology. She holds a Master of Music from the University of North Carolina School of the Arts and a Bachelor of Arts from Augustana College. Jennifer serves as Treasurer of the American Marketing Association's Colorado chapter, she enjoys needle felting (or as she calls it "Stabby craft") and spending time with her two mischievous miniature schnauzers. What you'll learn about in this episode: How Sickbay transitioned from Medical Informatics Crop to a customer recognized brand while maintaining trust and market credibility. Why connecting with people, not just the products, is the foundation of effective B2B healthcare marketing. How Sickbay tailors its messaging across clinical teams, healthcare executives, researchers, and channel partners. Why treating brand, product, and performance as interconnected rather than separate entities creates a stronger marketing strategy. Practical approaches to proving marketing ROI, including ways to understand AI search visibility and content performance. How AI is accelerating content creation, research, and analysis while reinforcing the importance of human expertise and authentic storytelling. Why Sickbay's long term vision is to be recognized as a trusted partner that helps healthcare organizations improve virtual care, telemetry, and data driven decision making. Additional resources: Jennifer Lazarz's LinkedIn Sickbay's website Josh Dougherty on LinkedIn Josh Dougherty's speaking site A Brave New's Website
