True North

After identifying a recurring increase in vasectomy interest in the months leading up to March Madness, True North supported the launch of a short-term paid search campaign, “Vas Madness.”

Designed to make vasectomy messaging more timely, relevant, and engaging during a period of increased consumer interest, the campaign delivered stronger efficiency than a broader evergreen urology campaign, including a 24% lower CPA.

👉 Swipe through to see how the insight-led strategy turned predictable seasonal demand into lower-cost engagement and conversions.

AI, media innovation, testing, and navigating the competition were major themes at this year’s Swaay.Health LIVE conference in April.

Our main takeaways?
→ Visibility across LLMS and AI Overviews in search is increasingly important, and it's time to adapt in the right ways. AI should be embraced as a day-to-day support tool, not as the strategic thinker behind the work (we’ll continue to rely on human insight for that).

→ Healthcare marketers need testing and innovation plans that balance budget realities, align with consumer segment behavior, and drive toward measurable performance marketing KPIs.

→ Stay focused on your own organization's goals. Competitive awareness matters, but your marketing plans and strategic activations should be about YOU, not the guy down the road.

Check out our full recap article featuring insights from Jane Crosby on the Swaay.Health website:
https://swaay.health/2026/05/15/what-we-learned-at-swaay-health-live-2026-a-recap-from-true-north/

What We Learned at Swaay.Health LIVE 2026 - A Recap from True North The following is a guest article from Jane Crosby, EVP of Strategy & Business Development at True North. The True North team appreciated being part of Swaay.Health LIVE in Foxborough, MA. John Lynn opened the conference with a “give before you get” speech, which we hear is a tradition. It was a ...

That's a wrap on in Salt Lake City!

It was a great week of connection and meaningful conversations with others across the healthcare marketing industry. There's always something special about getting in the same room to discuss the realities, challenges, and opportunities shaping healthcare today.

Thank you to the Forum for Healthcare Strategists team for hosting such a fantastic conference and including us on this year's agenda. We were grateful for the opportunity to speak alongside Jess O'Brien from Beaufort Memorial on aligning brand, service lines, and performance to drive measurable growth.

To all the marketers who stopped by our booth, grabbed a custom tote, attended our session, or connected with our team along the way, we enjoyed meeting and reconnecting with you!

Jane Crosby, Rod Thomas, Eric Dutton, Jim Patko, Caroline Beskid