Meet Rich Nollen, BSN RN | CEO of Innovare HP

We had the good fortune of connecting with Rich Nollen, BSN RN and we’ve shared our conversation below.

Hi Rich, what are you inspired by?
I’m inspired by the power of connection—how bringing the right people and resources together can transform lives. As a nurse and healthcare marketer, I’ve seen firsthand how access to the right care at the right time can make all the difference. I’m also inspired by innovation—the challenge of finding new ways to bridge gaps in healthcare, whether through technology, community organizing, or strategic partnerships. Seeing real impact, whether it’s a senior getting the support they need or a healthcare provider growing because of smarter outreach, fuels my passion every day.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Innovare HP isn’t just a marketing agency—we’re a catalyst for change in healthcare. We specialize in brand positioning, referral growth strategies, and community engagement, helping healthcare providers across the continuum—from senior care and behavioral health to home health, medical billing, and hospitals—build stronger connections and drive meaningful impact.

What sets us apart is our deep-rooted understanding of both healthcare and marketing. As a nurse-turned-entrepreneur, I’ve seen firsthand the challenges providers face in reaching the right patients, fostering strong referral relationships, and standing out in a crowded industry. We don’t just market services—we position healthcare brands for long-term growth, trust, and relevance.

I’m most proud of the real, measurable impact we create. Whether it’s helping a healthcare organization expand its reach, improving referral pipelines, or making sure patients and families know where to turn in times of need, our work goes beyond visibility—it changes lives.

But getting here wasn’t easy. Building a business in healthcare marketing means navigating an industry where relationships and credibility matter more than anything. Instead of relying on aggressive sales tactics, we focused on authenticity, delivering value first, and earning trust. That approach has been the foundation of our success.

The biggest lessons I’ve learned?

1. Positioning is everything. It’s not just about getting attention—it’s about shaping perception and creating lasting relationships.
2. Healthcare marketing needs more than advertising—it needs a strategy. Success comes from a mix of data-driven insights, grassroots outreach, and digital innovation.
3. Authenticity is the ultimate competitive advantage. People trust brands that understand their needs and genuinely care.

What do I want the world to know?

Innovare HP isn’t just about marketing—we’re about elevating healthcare brands so they can serve more people, build stronger communities, and create lasting impact. If you’re a healthcare provider looking to grow the right way, we’re here to make it happen.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
If friends or family were visiting Grand Rapids, I’d take them on a mix of must-see spots and local favorites, starting with brunch at Lucy’s, where the coffee is strong, and the atmosphere is easygoing. We’d explore Frederik Meijer Gardens, then bike the White Pine Trail up to Rockford for a stop at Pump House for frozen yogurt before walking the scenic Pickerel Lake trails. Dinner at Grove is a must for its seasonally inspired, chef-driven dishes, or we’d go for incredible Italian at Nonna’s Trattoria in Ada. For something classic, Olives in East Grand Rapids is a neighborhood favorite with a cozy, welcoming feel. Lai Thai serves some of the best authentic Asian cuisine in the area, while Adobo Boy brings bold, authentic Filipino flavors that are a must-try. No visit to Grand Rapids is complete without Little Bird’s famous smash burger and a stop at Founders Brewery for a taste of why this city is known as Beer City, USA.

We’d also grab fresh bread from Nantucket Baking Company and shop for unique wines and gourmet goods at Martha’s Vineyard before heading out for the night. For a great evening, we’d sip craft cocktails at Less Traveled, then finish at Sidebar, a tucked-away bar with a cozy speakeasy vibe. To top it all off, we’d meet Eric Goodlock, a local watchmaker, to check out his signature Horizon V2 timepieces—because nothing beats taking home a handcrafted piece of Grand Rapids. For a unique experience, we’d also create custom fragrances at The Aroma Labs, making the trip one to remember.

Grand Rapids is full of surprises, and the best way to experience it is to wander, eat, drink, and explore its hidden gems and beloved staples.

Who else deserves some credit and recognition?
Absolutely!

First and foremost, my shoutout goes to our amazing clients in Michigan, Indiana, Ohio, and California—the healthcare providers, senior care organizations, and community leaders who trust Innovare HP to help them grow and make a difference. Your dedication to serving others is what drives me, and I’m honored to support your mission.

I also want to recognize Team Innovare HP—the passionate, hardworking individuals who bring our vision to life every day. Your dedication, creativity, and commitment to making an impact in healthcare marketing make all the difference. I couldn’t do this without you!

A huge thank you as well to the healthcare professionals, social workers, discharge planners, mentors, and community leaders who have shaped my journey. To the nurses and healthcare workers who go beyond bedside care to advocate, educate, and innovate—you inspire me daily. Your efforts in connecting patients and families with the right resources make a lasting impact, and I deeply appreciate the work you do.

A special thank you to my mentors and peers who have challenged me to think differently about healthcare marketing and community engagement. Your insights and encouragement have pushed me to build Innovare HP into more than just a business, but a movement for meaningful change.

Lastly, I have to recognize my friends and family, who support me through every pivot, late-night brainstorming session, and new venture. Success isn’t just about strategy—it’s about the people who believe in you even when you’re figuring it all out.

Thank you all for being part of my journey!

Website: https://www.innovarehp.com

Instagram: https://www.instagram.com/innovarehp

Linkedin: https://www.linkedin.com/company/innovarehp

Facebook: https://www.facebook.com/innovarehp