The ServingOverSelling Movement
Healthcare in the United States is increasingly unaffordable for millions. To help address this crisis in one small but meaningful way, we’ve launched ServingOverSelling, a movement that encourages health systems to reallocate their promotional marketing spend and instead put the resources, energy and focus of our institutions back where they belong: on helping the people we exist to serve. As part of this movement, we’re asking marketers to take The ServingOverSelling Pledge, which calls for health systems to reallocate their promotional marketing spend in whatever way they can to efforts that help those we serve rather than simply sell to them. You can also join our online community of marketers who are taking a stand.
The focus on promotional marketing is based on years of data, research and experience, and reflects changing dynamics in the healthcare industry. Visit The Case to learn the rationale for why health systems should reallocate their promotional marketing, how the new role of the CMO plays a part, where marketers should reallocate funds to drive greater value for their organizations, the benefits of pursuing ServingOverSelling and more.
Join the community
The ServingOverSelling Online Community is a place for marketers who share in the principles and goals of the movement to trade ideas, seek help in overcoming challenges, talk with peers and more. The Online Community, which uses the digital platform Circle, is meant to be a safe place for marketers who want to pursue ServingOverSelling without fear of judgement or repercussions. What happens in the Community stays in the Community. Accordingly participation in the Online Community requires application and approval by Chris Bevolo and Bearing287. To apply, simply complete the form below, and you will be notified of acceptance and granted access within 2-3 days. While ServingOverSelling explicitly targets marketing leaders at hospitals and health systems, those with experience in that space or who serve that space, such as consultants or vendors, are welcome to join, assuming their intention is to further the ServingOverSelling movement. Bearing287 reserves the right to dismiss those who don’t follow posted community guidelines.
about the founder
The ServingOverSelling movement was founded by Chris Bevolo, a veteran health system marketer who provided leadership and guidance in the areas of strategy, brand, marketing, audience engagement, and change management to healthcare brands across the country over his 25-year career. He has authored seven books, including the 2011 book, Joe Public Doesn’t Care About Your Hospital, which became a field guide for driving transformation in healthcare marketing. His most recent book is Joe Public 2030 (2022), which made five bold predictions about consumer healthcare for this decade (four of which have materialized). Chris has been a frequent keynote speaker and featured presenter at dozens of conferences across the U.S., authored a popular blog and numerous articles and papers, and hosted healthcare marketing podcasts for sixteen years.
Chris 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. Chris received a bachelor’s degree in journalism and mass communications from Iowa State University and an MBA from the University of St. Thomas in Minneapolis.
Need help?
Most CMOs have everything they need to pursue ServingOverSelling without any outside help. But if you’re struggling to figure out what should go and what should stay, or you want to land accountability for an area like the patient experience or access but aren’t sure how, or you need advice on how to bring the idea of ServingOverSelling to leadership, let us know and we can help. Contact Chris Bevolo at chris@bearing287.com.