Health Industry Veteran Launches Movement to Redirect Marketing Spending
News related to:ServingOverSelling · 2 min read
MINNEAPOLIS, MN, UNITED STATES, September 27, 2026 /CourierPR/ -- Industry veteran Chris Bevolo, who spent 25 years in health system marketing, has launched a new movement called ServingOverSelling. The initiative aims to encourage health systems to redirect their promotional marketing spend towards more beneficial uses, such as improving patient experience, access, public health, and community engagement.
Bevolo, the founder of ServingOverSelling, believes that health systems collectively spend approximately $10 billion annually on marketing. He argues that much of this spending is ineffective and could be better utilized to help patients and communities.
The movement was launched during the 2026 Society for Health Care Strategy & Market Development Connections Annual Conference. Bevolo has already secured a number of signatories to the movement’s pledge, which calls on health system marketing leaders to reallocate their promotional marketing spend in whatever way possible. According to Bevolo, health system reputation matters more than ever to patients when selecting care. However, he contends that brands in this space are built by the quality of clinical care and the care experience, not by self-promotion.
Matt Gove, a partner at Gove Impact and a former health system chief marketing officer, supports Bevolo’s initiative.
Bevolo points to the Twin Cities market as an example. He notes that the leading health system in 2005 had a 30% share of the market, and in 2024, it was the same system at the top with a share of 31%.
The ServingOverSelling movement includes a private online community for health system marketers and case studies of how promotional marketing funds could be better spent. Information can be found at www.serveoversell.com.
Chris Bevolo, the founder of ServingOverSelling, founded his Twin Cities agency, Interval, in 1995 before selling the firm to Revive in 2014, where he eventually rose to become CEO in 2023. A year later, Revive sold to BPD, where he served as Co-President and Chief Transformation Officer before leaving the field in late 2025 to found Bearing 287, an organization dedicated to making the world a better place for all.