Making Connections, Sharing Ideas and Sipping Crushes at MASHSMD 2025

Last week, I had the pleasure of attending the Mid-Atlantic Society for Healthcare Strategy and Market Development (MASHSMD) Conference in Dewey Beach, Delaware—and what an energizing few days! From thought-provoking sessions to meaningful connections (and yes, a few too many orange crushes), this year’s gathering was truly one to remember.

I was fortunate to be part of a panel discussion on “Unlocking the Power of AI to Supercharge Your Marketing Efforts.” We explored how healthcare marketers can harness AI to streamline content creation, personalize outreach, and drive better patient engagement—without losing the human touch that makes our work matter. I hope that attendees found our tips helpful.

My colleague Jean Hitchcock led a standout session titled, “At the Intersection of Marketing and Patient Experience: What to Take to Market That Enhances Patient Care.” Jean brought her signature insight and clarity to a discussion that’s more important than ever: how our brand narratives and marketing messages must align with—and elevate—the patient experience.

In addition to all the great content shared in each session, AB&C co-hosted a fantastic happy hour with our partners Doctivity and the Baird Group, where clients and friends gathered for good drinks, tasty munchies, great conversation and lots of laughs. The famous Dewey Beach “crushes” flowed freely, and so did the conversation. It was the perfect way to unwind and build relationships outside the conference space.

The quality of this year’s programming truly stood out. The senior-level thought leadership was impressive, but it was the emotional honesty of certain sessions that made the biggest impact on me. Two sessions particularly resonated:

• Stacy Beers and Andrea Becker shared a deeply personal session on how their experiences with trauma and tragedy have shaped their leadership styles. Their vulnerability and strength sparked important conversations about authenticity, resilience and showing up for your team in meaningful ways.
• Ryan Moran, DrPH, MHSA, Deputy Secretary, Healthcare Financing and Medicaid Directory, Maryland Department of Health, delivered a powerful talk on the implications of Medicaid funding cuts. He broke down what those cuts could mean not just for Maryland, but for healthcare systems across the mid-Atlantic and the country. His message was clear: Medicaid is not just a policy issue—it’s a lifeline for millions, and we need to advocate for its protection.

MASHSMD 2025 reminded me why I love working in healthcare marketing. It’s not just about strategy—it’s about people. I left Dewey Beach feeling inspired, recharged and ready to bring fresh thinking into the work we do each day.

Already counting down to next year’s conference in Baltimore. Hope to see you there!