#230 - Why patient acquisition isn't enough anymore

Generating more patient demand doesn't always translate into growth, especially when appointment availability and patient experience can't keep up. In this episode of the Ignite Healthcare Marketing Podcast, host Ashley Petrochenko, VP of Growth Marketing at Cardinal Digital Marketing, sits down with Hannah Twinem, Director of Marketing at OrthoCarolina, a physician-owned orthopedic practice with 150 physicians. Hannah shares how OrthoCarolina is expanding marketing's role beyond patient acquisition, working across operations, patient access, and user experience to turn demand into measurable business growth. You'll learn - Why driving more demand without appointment capacity can hurt growth - How OrthoCarolina prioritizes specialties over individual locations in its marketing strategy - What to measure beyond ROAS and acquisition costs to demonstrate marketing's impact - How to build physician trust and align marketing with broader business goals If you're looking to connect patient acquisition with real business outcomes, this conversation offers a practical look at what it takes to make marketing a true growth partner. RELATED RESOURCES Connect with Hannah - https://www.linkedin.com/in/hannah-twinem-mba-54091642/ Healthcare Marketing Lessons from Scaling Up 2026 - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/scaling-up-2026-takeaways/ The healthcare marketing audit: 6 strategic checkpoints - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-marketing-audit-checklist/ The healthcare marketer's guide to conversion signal optimization - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/conversion-signal-optimization-strategy/ The de novo marketing playbook for healthcare  - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/de-novo-marketing-strategy-new-healthcare-locations/