LITTLE ROCK, Ark. (November 13, 2025) – mhp.si today announced the release of “Brand + Bedside: Balancing Trust and Service Line ROI in the Age of EMRs, CRMs and AI,” a new book by Chief Operating Officer Lannie Byrd. Written for health system marketers, strategists, and leaders, the book offers a practical framework for aligning brand trust, service line growth, data strategy, and responsible use of AI. “Brand + Bedside” is available now on Amazon.
“Health systems don’t need another buzzword. They need clear models that connect brand to bedside and help teams ship work that patients can actually feel,” said Byrd. “This book is built for real-world constraints: access, operations, governance, and the constant request to ‘show the ROI.’”
Byrd brings more than two decades of healthcare and digital experience to the book. Before joining mhp.si, he led marketing and digital initiatives at the University of Arkansas for Medical Sciences (UAMS), where he helped modernize the system’s approach to web, digital communications, and patient-facing content. That insider experience, combined with years on the agency side, gives him a dual perspective on how health systems really work and what it takes to move them forward.
At mhp.si, Byrd serves as COO and Partner, overseeing strategy and operations across a portfolio that includes regional and national health systems, children’s hospitals, and academic medical centers. The agency’s healthcare work spans brand strategy, digital experience, CRM-driven campaigns, and performance media focused on service line growth and patient acquisition.
“Brand + Bedside” distills lessons from that work into straightforward concepts health system teams can apply right away. Chapters cover topics such as:
- Building and protecting brand trust in a world of reviews and search
- Choosing the right service lines to prioritize based on capacity and margin
- Turning websites and call centers into real conversion tools
- Using CRM and EMR data responsibly to drive smarter outreach
- Finding practical roles for AI in content, operations, and patient communication
Each chapter includes worksheets and short case studies so readers can adapt the ideas to their own system realities.
Availability
“Brand + Bedside: Balancing Trust and Service Line ROI in the Age of EMRs, CRMs and AI,” by Lannie Byrd, is available now on Amazon.
About mhp.si
A national award-winning marketing agency, mhp.si is a fully-integrated communications firm providing clients with data-driven strategies for performance marketing, advertising, public relations, and online/digital. The firm has more than 150 team members across its family of companies and a presence in eight markets nationally. It has three locations in Arkansas, with offices in Little Rock’s Riverdale and West Little Rock areas and one in Bentonville. Over its 52-year history, the agency has represented local, national, and international clients. mhp.si is a longtime member of the prestigious American Association of Advertising Agencies and has been recognized as one of the nation’s fastest-growing companies by Inc. magazine for seven years. A Google Premier Partner, the agency is listed among the Best Places to Work in Arkansas. The company is praised for its innovation and entrepreneurship by The Silicon Review and Entrepreneur Magazine’s Entrepreneur 360™. In 2020, mhp.si earned recognition from Adweek magazine as No. 2 on the short list of top five agencies over 20 years old and a No. 60 ranking among “fresh-thinking and fearless leaders” on the Adweek 100: Fastest Growing Agencies list. Learn more at mhp.si.
