There’s a certain poetry to the way people find themselves in healthcare. Some are drawn to the science, others to the service. And then there’s Rich Nollen, BSN, RN—who took one look at the machine and decided he wasn’t content to just keep it running. He wanted to rewire it.
At the helm of Innovare HP, Rich isn’t just slapping together ad campaigns and calling it a day. He’s redefining healthcare marketing—not as a megaphone for providers, but as a bridge between those who deliver care and those who desperately need it. It’s a world where connection isn’t a buzzword, but a lifeline.
Healthcare is a brutal, complex, bureaucratic beast. Red tape, outdated systems, and an industry allergic to change make it a nightmare for those trying to stand out and an even bigger nightmare for those just trying to find care. Rich gets it—he’s lived it. And that’s why Innovare HP doesn’t just market healthcare services—it ensures they actually reach the people who need them.
Rich Nollen, BSN, RN, Healthcare Marketing and Strategic Growth
What Inspired You to Create Innovare HP?
“Ever seen a family try to figure out what to do after a loved one is discharged from the hospital?” Rich asks. “It’s chaos.”
The system isn’t designed for real people. It’s designed for efficiency, for reimbursement codes, for processes that look good on paper. But the actual experience of trying to navigate it? That’s where everything falls apart.
“I realized that healthcare marketing could be more than just advertising—it could be a tool for connection, education, and impact. That’s why I built Innovare HP—to help healthcare organizations increase referrals, strengthen community relationships, and enhance brand visibility in ways that actually matter.”
3 Hard Truths About Healthcare Marketing
If you think healthcare marketing is just another business niche, buckle up. It’s a war zone—a battle of perception, compliance, and breaking through noise that’s been static for decades.
1. “Healthcare marketing is just advertising.”
This isn’t toothpaste or sneakers. People don’t make healthcare decisions because they saw a flashy ad. They make them because they trust someone—a provider, a friend, a community.
How Innovare HP does it differently: It’s not about mass marketing. It’s about relationship-driven strategies, community engagement, and data-driven insights that create real, lasting connections between providers and their patients.
2. “Word of mouth is enough to grow referrals.”
Healthcare is old-school in a lot of ways, and many providers still bank on word-of-mouth referrals. The problem? That only works if people are talking about you.
How Innovare HP does it differently: They amplify word-of-mouth by using scalable referral marketing strategies, social media, and community partnerships to ensure providers aren’t just hoping for referrals—they’re creating them.
3. “Social media doesn’t work for healthcare.”
You’d be surprised how many providers still believe this. The reality? Patients are online. Providers should be, too.
How Innovare HP does it differently: They craft HIPAA (Health Insurance Portability and Accountability Act)-compliant content that educates, connects, and builds trust, making social media a powerful, compliant, and ethical marketing tool.
What Does Innovare HP Do?
Healthcare providers need more than marketing—they need a growth strategy that works. Innovare HP delivers exactly that.
Referral Marketing s Community Engagement – Building meaningful relationships that drive referrals and visibility.
Social Media Management s Content Creation – HIPAA-compliant storytelling that’s both engaging and secure.
Innovare Referral Intelligence™ Dashboard (Initial Phase) – A SaaS platform designed to transform how healthcare providers track referrals, analyze trends, and optimize growth strategies.
Consulting s Strategic Planning – Custom marketing strategies tailored to each client’s goals and challenges.
What’s Next for Innovare HP?
Rich isn’t playing the short game. He’s in this for the long haul.
“In the short term, we’re expanding into new territories so more healthcare providers can benefit from referral marketing, community engagement, and digital brand positioning. But that’s just the beginning.”
The bigger play? Innovare Referral Intelligence™ Dashboard.
“We’re entering the initial phase of a platform designed to transform how healthcare providers track referrals, analyze trends, and optimize growth strategies. We’re talking about real-time insights, AI-powered recommendations, and tools that make sense for how healthcare operates.”
Rich’s vision? An ecosystem where providers thrive, communities are well-informed, and patients don’t have to fight through red tape to get the care they need.
So, You Want to Start a Business? Read This First.
Rich has seen a lot of people jump into business blindly—and just as many fail. His advice? Check yourself before you wreck yourself.
He calls it the 3 R’s of Readiness, a measuring rod for whether or not you’re prepared to go all-in.
1. Reason: Define your purpose.
If you don’t know why you’re starting your business, don’t bother. Ask yourself:
What problem am I solving?
Who am I actually helping?
What makes me different?
Your reason is what gets you through the long nights, the financial stress, and the moments of doubt. Without it, you’re done before you even begin.
2. Resources: Leverage what you have and seek what you need.
Too many people wait for the perfect time to start. Spoiler alert: it doesn’t exist.
Use what you have.
Invest in what you don’t.
Don’t overcomplicate it.
Rich has seen businesses tank because they got too caught up in fancy tools and over- the-top spending before they even had their first client. Start lean, and stay smart.
3. Relationships: Build genuine connections.
Business isn’t about what you know—it’s about who you know and how you show up.
Find mentors.
Engage with your industry.
Make connections that matter.
Because at the end of the day, success isn’t built alone.
Final Thoughts: What it all comes down to?
Healthcare marketing isn’t just about branding and buzzwords—it’s about changing lives.
Rich knows that impact beats impressions every time. That’s why Innovare HP is more than a marketing agency—it’s a movement.
Read more from Rich Nollen, BSN, RN
