Getting attention is easy. Earning trust is harder, especially in healthcare, where trust can literally mean life or death.

In this episode of Straight to Voicemail, Rachel Downey connects with James Furbush, VP of Marketing at Prosperity Behavioral Health. James has spent years leading go-to-market efforts in healthcare, where trust with buyers isn’t optional. Drawing from real-life moments and one memorable quote from Jurassic Park, he breaks down how to navigate the tension between visibility and credibility.

You’ll learn:

• Why attention without relevance damages brand trust
• How to build a long-term marketing strategy in a short-term world
• When to say no to tactics that won’t serve your buyer

Jump into the conversation:
(00:00) Why we wanted to talk to James
(00:26) Meet James and the problem of attention vs trust
(01:00) A life lesson from his mom that shaped his approach
(01:36) How trust gets broken in marketing
(02:00) Why “should” matters more than “can” in strategy
(02:20) The natural tension between trust and attention
(03:20) Where marketing needs to hold the line
(04:00) Why giving freely builds long-term trust
(04:40) The risks of chasing attention without permission

Straight to Voicemail is for CMOs, CEOs, and Heads of Marketing in B2B tech who want insights from the people who’ve been there. Each episode centers on one big question answered like a voicemail you’ll want to play again.

Don’t miss this conversation! Follow Straight to Voicemail and explore Genius Cuts for more B2B content strategy insights.