Podcast Brand Identity & B2B Content Strategy: Maternity Reimagined

As part of our broader B2B content marketing work for Pacify, Hello Helio developed the brand identity and content strategy for Maternity Reimagined - an industry podcast, hosted by Pacify CEO Jennifer Sargent, that speaks to the people who can actually change maternal health: health plan leaders, Medicaid MCOs, clinicians, founders, and benefits decision-makers.

The goal was to create a category-facing podcast that advances Pacify’s point of view while serving the wider ecosystem, and to make every episode usable as B2B content across Pacify’s channels.

The challenge

Pacify already had strong B2B assets in motion (white papers, LinkedIn, campaigns), but there was no flagship format where:

Jennifer could talk in-depth with peers and partners
Content felt more like a conversation among leaders than a company broadcast
One recording could power multiple touchpoints in Pacify’s B2B content marketing

Pacify needed a podcast format that fit inside a B2B content marketing engine:

Centered on Jennifer as a CEO voice
Designed for health plans, MCOs, providers and employer benefits leaders
Easy to repurpose into short-form content and thought leadership

Our role

Hello Helio’s scope was to build the creative identity and strategic backbone of the podcast as part of Pacify’s broader B2B content marketing:

Develop the brand identity for Maternity Reimagined (name, concept, positioning frame)
Define the tone of voice, episode format, and guest framework
Align topics with Pacify’s core B2B story (maternal mental health, reimbursement, value-based maternity care, women’s health economics, inclusive fertility)
Designed the show so each recording functions as a content asset, not a one-off conversation.

What we created

A clear concept and identity for a CEO podcast

We anchored the show around a simple question:

If this is a new era in maternal health, what should it actually look like in practice?

From there, we:

Named the show Maternity Reimagined
Positioned Maternity Reimagined as a podcast for the people who can actually change the system.
Set a tone that’s candid, smart, and grounded in real operational and policy constraints

The visual and verbal identity draw from Pacify’s brand system, but the show is framed first as an industry conversation, hosted by Jennifer. That makes it feel like a trusted peer forum rather than a corporate broadcast, even as it quietly reinforces Pacify’s position in the space.

Episodes are hosted on a dedicated microsite, maternityreimagined.com, and are also available on all major podcast platforms, giving the series its own home while remaining easy to discover and share.

An episode and guest framework mapped to strategic priorities

The first run of episodes features leaders such as:

Tina Keshani, Co-founder & CEO, Seven Starling (maternal mental health gaps and virtual care)
Dr. Jo’Ann Jackson, CMO, Advantia (time, trust and technology in maternal care)
Jodi Neuhauser, CEO, In Women’s Health (reimbursement and policy barriers)
Dr. Michael Udwin, Medical Director, CareFirst (value-based maternity care)
Dr. Jocelyn Fitzgerald, urogynecologist, University of Pittsburgh (hidden economics of women’s health)
Dr. Janet Choi, CMO, Progyny (inclusive fertility and connected care).

Each conversation ladders up to a key Pacify pillar, maternal mental health, reimbursement, value-based care, women’s health economics, inclusive fertility, so the podcast builds the same narrative the rest of the B2B program carries.

Plugged into the B2B content engine

From day one, Maternity Reimagined was treated as part of Pacify’s B2B content marketing package, not a side project.

Hello Helio supported with:

Launch posts on LinkedIn introducing the guest and core tension.
ICYMI posts that surface a sharp quote or stat for people who missed the first post.

For example:

The debut episode with Seven Starling CEO Tina Keshani on maternal mental health delivered strong engagement and a ~25% CTR on the ICYMI post.
The episode with Progyny CMO Dr. Janet Choi on inclusive fertility saw launch and ICYMI posts land 7-12% engagement with CTRs in the 5-9% range.

For a niche audience of payers, providers and employer benefits leaders, these numbers signal high intent: when episodes appear in the right feeds, people click through and listen.

Results & impact

Maternity Reimagined has:

Established Pacify as a thoughtful, credible voice in the maternal and family health ecosystem
Given Jennifer a structured, repeatable format to host industry leaders on the topics that matter most to Pacify’s B2B strategy.
Created a growing library of reusable content - episodes, quotes, and clips - that Pacify can draw on for LinkedIn, campaigns and other thought-leadership efforts.
Generated LinkedIn posts with mid-single to low-double-digit engagement rates and standout CTRs, outperforming typical B2B healthcare benchmarks for organic content.