Marketing, Growth, and National Influence: How Nashville Became the Healthcare City

Nashville’s transformation into “The Healthcare City” is a masterclass in the power of strategic marketing, collaboration, and consistent branding to define an entire region’s identity and economic future. At AMA Nashville’s Thought Leadership Breakfast, “Marketing that Changed the Perception of an Industry...and a City,” leaders and marketers gathered to explore how a city known primarily for its music scene now also leads the nation in healthcare innovation, growth, and influence. 

Strategic Vision and Collaboration

The Nashville Health Care Council (NHCC) played a pivotal role in shaping the city’s healthcare identity. What began as a network primarily representing hospital systems has evolved into a dynamic ecosystem that includes medical groups, behavioral health organizations, surgery centers, health tech startups, and more. NHCC worked to expand the very definition of what healthcare means in Nashville, beyond hospitals to include the full continuum of care.

Through collaboration with diverse healthcare-related businesses, innovators, and community leaders, NHCC built a shared purpose that transcended competition. Their approach wasn’t just about promoting an industry; it was about building a unified identity grounded in partnership, trust, and national leadership.

Collaborative Branding in Action

Panelists included Apryl Childs-Potter, President of the Nashville Health Care Council; Sarah Maxwell, Vice President of Brand and Operations at NHCC; and Ardent Health’s Senior Vice President and Chief Consumer Officer, Reed Smith. The discussion, moderated by Anika Gardenhire, Chief Digital & Transformation Officer at Ardent Health, explored how brand strategy differs across organizations yet contributes to a larger shared story.

Apryl Child-Potter emphasized that NHCC’s success stemmed from consistency, aligning every message, event, and partner touchpoint to reinforce Nashville as “The Healthcare City,” not just a healthcare capital. Their team persistently ensured that this positioning was reflected the same way across all collaborative efforts and communications.

Reed Smith added perspective from the health system side, illustrating how branding strategies naturally vary between entities but still contribute to the city’s collective healthcare reputation. Together, the discussion showcased how alignment around shared language and purpose can strengthen an entire industry’s perception.

Experience-Driven Storytelling

One of NHCC’s most effective brand activations has been its annual Sessions conference. Sarah Maxwell shared how the name pays subtle homage to Nashville’s collaborative music roots where people come together to create something new. More importantly, the event serves as a unifying platform for healthcare leaders nationwide, creating “brand moments” that humanize the city’s expertise and extend Nashville’s story across the industry.

Language, Consistency, and Identity

Apryl Childs-Potter emphasized that branding is as much about language as it is about visuals. NHCC’s internal work focused on authenticity, alignment, and even precision in grammar to ensure every message reinforced the city’s identity. The deliberate choice to position Nashville as “The Healthcare City” reflects not only the scale of its industry but its influence and leadership nationwide.

Other panelists reinforced the importance of clarity and empathy in language choosing terms that convey inclusivity and confidence to both healthcare professionals and the broader community.

Results and Economic Impact

These strategic efforts have delivered measurable results. Over the past 30 years, Nashville’s healthcare industry has grown to generate an annual economic impact of $72.1 billion, supporting more than 370,000 jobs and fueling continued investment in the region. Healthcare is now the defining force shaping where companies headquarter, where innovation thrives, and where national leaders look for the future of American health.

Shared Leadership Shaping the Legacy

This transformation reflects the collective efforts of many. From the Nashville Health Care Council’s brand leadership to the perspectives of healthcare executives and innovators across the city, Nashville’s identity as “The Healthcare City” was built through authenticity, collaboration, and persistence.

Their shared commitment to consistent messaging and strategic storytelling continues to position Nashville not just as a hub of healthcare business, but as a community defining what the future of healthcare looks like nationwide.

Closing Thought

In Nashville, healthcare isn’t just an industry, it’s the city’s identity. The takeaway for marketers is clear: when strategic partnerships, authentic storytelling, and consistent branding work together, they don’t just shape a brand, they redefine an entire region’s legacy.