The Front Lines
SubscribeContent Studio
Corey Washington.
Senior Marketing Manager · Amenities Health
Corey Washington serves as the Senior Marketing Manager at Amenities Health, a company specializing in digital health solutions. With over a decade of experience in B2B marketing, Corey has been instrumental in crafting value-based strategies and enhancing digital, brand, and social experiences within the health tech sector. His role involves leading marketing initiatives that drive patient engagement and promote the company's innovative healthcare solutions.
Guest
Corey Washington
Senior Marketing Manager
Company:
Amenities Health
Location:
Marietta, Georgia, United States
Loading episode...
Listen onApple PodcastsSpotify

In this episode of The Marketing Front Lines, we speak with Corey Washington, Senior Marketing Manager at Amenities Health. Amenities Health gives health systems a turnkey solution to compete with retail concierge care players like One Medical by offering premium concierge care memberships delivered entirely under the health system's brand. The company eliminates operational lift, resource strain, and capital investment while driving revenue, network utilization, and patient loyalty for health systems. Corey shares how their distinctive "campy" brand aesthetic sets them apart in the traditionally sterile healthcare tech space, his philosophy on human-centered marketing, and why marketers should view AI as a "brainstorm buddy" rather than a replacement.

Topics Discussed:

Seven takeaways from this conversation.

Actionable for Healthcare Tech marketers

  1. Speak the Language of Your Audience
    Ruthlessly eliminate jargon and tech-speak from your messaging. As Corey emphasizes, "Nothing is more irritating than when you're trying to get to know a brand and you're trying to translate hieroglyphics to understand what they do." Healthcare tech companies particularly benefit from translating complex solutions into clear, human terms.
  2. Brand Differentiation Matters Even in Technical Markets
    Amenities Health stands out with its warm, "campy" branding in a sea of sterile healthcare tech websites. Their A-frame cabin motif and outdoor theme create memorability that has customers at trade shows consistently praising their distinctive look. Even in B2B tech, distinctive visual identity creates significant competitive advantage.
  3. Make AI Your "Brainstorm Buddy"
    Use AI to structure brain dumps, refine raw ideas, and perform initial research, but maintain human oversight for strategy, empathy, and authenticity. As Corey notes, "AI is there to take my brain dump and structure it in a way where I can take it and do something with it," not replace marketer judgment. Even with AI tools, content creation still requires significant human input (turning a 5-7 hour writing job into a 2-hour collaborative process).
  4. Balance Data-Guided Decisions with Human Experience
    While data should inform marketing decisions, never forget there's a human behind every keyboard and transaction. Prioritize customer experience even when data suggests otherwise—frustrated customers represent hidden costs not captured in conversion metrics.
  5. Leverage Human Stories Over Corporate Messaging
    Amenities Health is pivoting their strategy to highlight their leadership team's expertise and stories rather than focusing purely on product messaging. This "inside-out" approach leverages team members' credibility and passion while humanizing their brand. People follow people, not companies.
  6. Make It Beautiful AND Believable
    Quality visual design isn't optional—it's fundamental to communicating brand values. As Corey emphasizes, "I want to make sure our marketing is humanized...that it tells a wonderful visual story that draws people in, that they can relate to, that makes it feel as if we care about what we present." Strong design signals attention to quality across all aspects of your business.
  7. Be a "Swiss Army Knife" Marketer
    Develop versatility across multiple marketing disciplines rather than specializing too narrowly. Technical understanding, creative skills, and strategic thinking combine to make you more valuable. As Corey advises younger marketers, "Do not be a one-trick pony marketer...Being able to be comfortable with many different forms of marketing and if you don't know it, being comfortable to say, 'I'm going to learn it.'"

More episodes

Nitesh Shroff
CEO & Co-Founder · Arintra
Colin Lawlor
CEO & Founder · Sleep ai
Ari Ashkenas
SVP Customer Success and Experience · Apploi
Scott Chetham
CEO & Co-Founder