By John Bussolari
Every year, HealthTrust University (HTU) provides an opportunity to step away from day-to-day business and engage in meaningful conversations with the healthcare leaders shaping the future of procurement, supply chain management, and patient care. This year, our HSC/Prisma team, including Sheldon, Amanda, Aaron, and myself, had the privilege of attending HTU 2026 in Denver and connecting with healthcare professionals from across the country.
While we arrived ready to discuss print and direct mail solutions, many of our conversations expanded far beyond print. We heard firsthand about the priorities driving healthcare organizations today and the challenges they face as they navigate an increasingly complex environment.
Innovation, Efficiency, and Resilience Take Center Stage
One of the strongest themes throughout the conference was the continued focus on innovation and operational efficiency. Healthcare organizations are actively exploring how artificial intelligence can improve workflows, enhance decision-making, and create better experiences for both patients and employees.
At the same time, supply chain resilience remains a top priority. Leaders are looking for ways to strengthen operations, reduce disruptions, and do more with limited resources while maintaining the highest standards of patient care.
The message we heard repeatedly was clear: healthcare organizations are seeking partners who bring more than products and services. They value reliability, responsiveness, expertise, and a commitment to long-term success.
The Enduring Value of Print Communications
Despite the rapid growth of digital communication channels, print continues to play a critical role in healthcare.
Whether it’s patient education materials, recruitment campaigns, enrollment communications, community outreach, or internal employee engagement, healthcare organizations continue to rely on printed communications when accuracy, consistency, accessibility, and compliance matter most.
The conversations in Denver reinforced something we see every day: effective communication strategies often combine both digital and print channels to ensure important messages reach the right audience in the right way.
The Power of Listening
Perhaps the most important takeaway from HTU was the value of listening.
Every organization we met had unique priorities and challenges. Some were focused on workforce recruitment and retention. Others were exploring new technologies, improving patient engagement, or enhancing operational efficiency. While their objectives varied, a common theme emerged: trusted partnerships are built on understanding.
Looking Ahead
We would like to thank everyone who took the time to connect with our team during HealthTrust University 2026 in Denver. The discussions, insights, and relationships built throughout the event made it an incredibly valuable experience.
We left HTU with fresh ideas, stronger connections, and an even greater appreciation for the work healthcare professionals do every day. Most importantly, we left with a renewed commitment to helping healthcare organizations improve communication, strengthen engagement, and better serve their patients and communities.
As healthcare continues to evolve, one thing remains constant: success is built on strong partnerships. HTU 2026 was a powerful reminder that the best outcomes come from listening, collaborating, and working together to solve challenges that matter.
Additionally, many companies shared that they still abide by The Federal Acquisition Regulation (FAR) which has multiple sections that govern federal contracting.
This means that in total or in part companies must set aside parts of contracts for exclusive competitive participation by small business, HUBZone small business concerns, service-disabled veteran-owned small business (SDVOSB) concerns and economically disadvantaged women-owned small business (EDWOSB) concerns and women-owned small business (WOSB) concerns eligible under the WOSB Program.
We are already looking forward to HealthTrust University 2027 in Nashville, Tennessee, where we hope to reconnect with many of the leaders and organizations we met this year, continue important conversations, and explore new opportunities to support the healthcare community. Until then, thank you to the HealthTrust team, attendees, and partners who made HTU 2026 such a memorable and meaningful event.
