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We Are, Marketing Happy - A Healthcare Marketing Podcast

We Are, Marketing Happy - A Healthcare Marketing Podcast

By Jenny Bristow, CEO at Hedy and Hopp

Healthcare marketing is constantly shifting - and we're here to help you make sense of it.

Hi, I'm Jenny Bristow and I'm the CEO and founder of Hedy and Hopp, a healthcare marketing agency based in the Midwest. We started the We Are, Marketing Happy podcast because of our passion for improving patients’ access to care, and understanding the innovations and shifts in the healthcare industry are key to making that happen.

Please follow, share, and let us know what topics you'd like for us to cover next. Enjoy
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Hedy & Hopp Artist In Residence 2022
Hedy & Hopp Artist In Residence 2022
You’ve seen the beautiful artwork on Hedy & Hopp’s website, social media and podcast, but did you know who created it? Today you get to meet her. Jessica Hitchcock is the company’s 2022 Artist In Residence and has graciously joined the show to talk with Jenny. Jessica didn’t travel down the most traditional path in becoming an artist. She started out going to business school and had a strong interest in accounting, but her love for art was still calling. She started doing bookkeeping for an arts organization, while still creating her own pieces. Her art side-hustle grew over the years, and she was able to quit the 9 to 5 and become a full-time artist. Jenny talks about the Artist in Residency program they have at Hedy & Hopp, and why it is an important part of their values as a company. Jessica discusses why it is so refreshing to collaborate with a company that places such importance on the arts and local community. She also gives advice to other artists who haven’t yet taken the step to put their work out into the world. Jessica even has coaching classes for artists looking to take that leap! Listen to end when Jenny gives information about how you can help Hedy & Hopp chose the Artist In Residence for 2023.  Connect with Jessica on IG Connect with Jenny on LinkedIn Submit an Artist for consideration for 2023: https://forms.gle/yxdcUBYAcRzvWkJZ6 
12:02
November 18, 2022
Marketing when Nurses are the Audience
Marketing when Nurses are the Audience
Today Jenny welcomes Deb Nevins, EVP of Customer Strategy at Point of Care Network (POCN). POCN is a platform whose goal is to help NPs and PAs practice at the top of their medical license. They help connect them to education, mentoring, and career opportunities. This episode discusses: How NPs and PAs now make up almost one-third of all prescribing clinicians in the U.S. Preferences of communication and education for NP/PAs, compared to MDs and why it matters Tips to recruit NP/PAs, including what matters to many of them right now (tip - it’s not hiring bonuses!) Connect with Jenny: https://www.linkedin.com/in/jennybristow/ Connect with Deb: https://www.linkedin.com/in/debnevins/
08:18
November 04, 2022
SEO and Google Business Profiles for Healthcare
SEO and Google Business Profiles for Healthcare
As internet users, SEO, or Search Engine Optimization, is something that we interact with everyday whether we realize it or not. For healthcare providers, it’s a low-cost way to help reach more people, and ensure you show up in Google searches when they are trying to find care. No one knows this better than today’s guest, Suzie Schmitt, a Senior Digital Producer at Hedy and Hopp. Suzie discusses how important it is to use terms that patients would use when searching, which may often not be the same terms doctors would use. She talks about the differences between desktop and mobile optimization, the advantages of using Google My Business, and how to best set it up to get zero-click conversions coming directly to you. For healthcare providers Suzie explains just how granular to get with your listing so that patients can have enough information at a first glance, and just how important ratings and reviews can be. Finally, Suzie explains which areas of SEO to focus on for providers that are just getting started with their search engine visibility. If you’re ready to reach more patients, today’s episode is a must listen! Connect with Jenny: https://www.linkedin.com/in/jennybristow/ Connect with Suzie: https://www.linkedin.com/in/suzie-schmitt/
11:07
October 21, 2022
Patient Acquisition When Building From Scratch
Patient Acquisition When Building From Scratch
You order your food on an app, you order your furniture on an app, you plan your travel on an app… So why shouldn’t there be something similar for your healthcare? Jenny welcomes Sal Braico, CEO and Co-Founder of Pivotal Health, to the show to explain how he has pulled it off. Sal has worked in healthcare for 20 years, and still realizes just how difficult it can be to navigate the confusing and changing world of health insurance and care. On top of that, realizing the barriers to access for many people to even get the care they need. He discovered some organizations doing clinician house calls, which was great, but Sal knew that this could be something much more by leveraging tech and automation. So he and his friend, who happens to be a tech entrepreneur, started their own company and did just that. With their combined experience, they were able to choose the right tools, and the right designs to streamline processes in a remarkable way. They began marketing and outreach, and they’ve expanded to other cities around Wisconsin. The response has been overwhelming and in fact, many people think it’s too good to be true. Using methods from online shopping and bringing it into the healthcare realm is reshaping the way that people can control their medical needs with more ease and convenience. Connect with Sal: https://www.linkedin.com/in/sal-braico Find out more about Pivotal Health: https://pivotalhealth.care/ Connect with Jenny: https://www.linkedin.com/in/jennybristow/
13:02
October 14, 2022
How Remote Patient Monitoring is Changing Healthcare with Bryan Potter
How Remote Patient Monitoring is Changing Healthcare with Bryan Potter
At-home medical equipment isn’t something new, but there is fresh innovation of remote monitoring tech that is changing the face of patient/doctor interactions. On today’s episode, Jenny welcomes one of the top innovators in this field, Bryan Potter, Head of Remote Patient Monitoring Solutions at Greater Goods, one of the leading providers of smart medical devices for remote patient monitoring. Their company was recently recognized by Forbes, for having the two top blood pressure monitoring devices on the market. Their products are a far cry from the older, confusing and cumbersome home devices. It’s a new frontier in the way that patients interact with their healthcare providers remotely. Bryan gives a brief history of in-home monitoring devices and also what he sees as their future. He lays out the issues and hurdles that some more well-known tech companies face in being able to scale their products, and how his organization’s focus on patient needs and financial realities shape their products. Connect with Jenny: https://www.linkedin.com/in/jennybristow/ Connect with Bryan: https://www.linkedin.com/in/bryanpotter/ https://www.me.health Forbes: https://www.forbes.com/health/healthy-aging/best-blood-pressure-monitors/ Wirecutter April Top 100 picks: https://www.nytimes.com/wirecutter/lists/100-most-popular-picks-april-2022/ Wirecutter Top BPMs: https://www.nytimes.com/wirecutter/reviews/best-blood-pressure-monitors-for-home-use/ Sports Illustrated - Best Bathroom Scale for Body Composition: https://www.si.com/showcase/health/best-bathroom-scales
09:11
October 07, 2022
Budgeting, Getting Buy-In, and Measurement with UW Health
Budgeting, Getting Buy-In, and Measurement with UW Health
It’s hard to find a more perfect person to be on our healthcare marketing podcast than today’s guest, Noah Locke, Director of Marketing, Technology, and Analytics at UW Health in Madison, Wisconsin. Jenny and Noah begin the show talking about marketing budgeting. Noah discusses how budgeting at the beginning of Covid was not as difficult as it is now that the overall economy is finally feeling the effects of two years of Covid disruption. One thing that he recommends that is easy and significant help in the budget is to review the cost for things large and small to see if they are needed, or if they could be doing the same job with a lower cost or even a free alternative. Jenny talks about how organizations can get stuck in old ways and not look for more affordable, more efficient choices. The conversation then turns to measuring results and Noah explains how UW Health they are dedicated to tracking results that support their strategic plan, which has the goal of providing the best patient care possible. In order to do this, you can’t just track the areas that connect directly to patient care, but all the other supporting areas.  And as many of our listeners know, in healthcare it can take a lot of time and effort to make a change and get the tools you need. Noah expresses the importance of creating relationships with as many people and departments as you can and how to craft proposals in a way to speed up the process. They also dive into analytics and how using both business and marketing analytics in tandem can help make the best decisions possible. Noah also gives some insight on what’s new that he and the team at UW Health are working on and plans for the future, and how he decides on the prioritization of these initiatives. Connect with Jenny: https://www.linkedin.com/in/jennybristow/ Connect with Noah: https://www.linkedin.com/in/noahlocke/
18:13
September 23, 2022
Breaking Down Silos Within Your Marketing Team with Lindsey Brown
Breaking Down Silos Within Your Marketing Team with Lindsey Brown
It is vital to have a strong digital team to grow your organization and reach patient acquisition goals. But is your team performing as effectively as it could? Today Jenny welcomes Hedy & Hopp’s Director of Digital Activation, Lindsey Brown. Lindsey coordinates five different groups – Analytics, Paid Media, Development, Design/UX, and Digital Production. She talks about one of the most complex pieces of the job - determining when and who to bring in at any point during projects. She discusses tactics to avoid an overly-siloed approach and recommends always beginning with an analytics perspective to ensure measurement does not become an afterthought. They discuss the decision on if and when to bring in outside agency partners by taking many different things into consideration, especially in the often complex and quickly changing healthcare landscape. Lindsey ends the show by explaining the planning process and the key ingredients to successfully working with an outside partner. Connect with Jenny: https://www.linkedin.com/in/jennybristow/ Connect with Lindsey: https://www.linkedin.com/in/lindseycbrown/
15:49
September 16, 2022
Telehealth: Finding the Human-Automation Balance
Telehealth: Finding the Human-Automation Balance
Telehealth: Finding the Human-Automation Balance On today’s episode Jenny has invited the perfect guest to discuss the past few years of telehealth and automation development, along with looking at the current and future evolution of these technologies. Lauren Howard, Telehealth Expert, Digital Health Strategist, Startup Operations and Success Executive, and CEO of ElleTwo joins the show. Both healthcare and non-healthcare companies were shifting slowly to digital and automated/tele-solutions for their customers, but when Covid arrived, the timeframe went from years to days as they scrambled to adjust. Now that there is some time to take a breath and reflect, these same organizations are now working to determine what is really needed and most effective. In the health sector, they are looking to put the ‘human back in healthcare.’ Lauren points out that now is the time to find the balance. The tools are there, but the tools without engagement with clinicians, support staff and providers leave patients lacking full quality care and follow up. Telehealth can be a supplement to care, and can provide more access, but is not a replacement for human-centered care. The discussion goes more in depth on the flood of startup telehealth companies and how their initial success soon flamed out and how that impacts patient care. They discuss the appropriateness and limitations of telehealth in places like nursing homes, and inpatient vs. outpatient needs among all providers. Engagement, privacy, integration, training and turnover, the list is long when it comes to challenges that face health systems over the coming years. Lauren ends the show with invaluable advice on how organizations can build a groundwork to navigate these hurdles, along with her take on what is coming next! Connect with Lauren: https://www.linkedin.com/in/elletwo/ Connect with Jenny: https://www.linkedin.com/in/jennybristow/
18:12
September 09, 2022
Evolution of Patient-Provider Communication
Evolution of Patient-Provider Communication
As technology and marketing tools advance, changes continue to come to hospitals, patients, and the people that connect them. Today Jenny welcomes Dustin Horn, Associate Director of Digital Marketing and Communications at Siteman Cancer Center. Dustin discusses different tools and platforms that he has found to be helpful in connecting and caring for clients. Having been at Siteman for over twelve years, he has seen the large shift and impacts that technology has brought to the health sector. Social media has allowed them to discover patients who have serious medical issues that they may be able to help, and it has made it easier for patients to find them. Automated chat and live chat have also been a successful tool in gaining new patients. He also looks ahead and talks about the adoption of wearables to really make an impact in the patient-doctor relationship. This of course hinges on certain factors like accessibility, affordability and trust of data sharing. Jenny reminds us that with change and innovation, can often come with frustration. Dustin believes it isn’t so much the technology but how it’s utilized and how it functions will ultimately decide which technologies thrive. Later in the episode listen as Dustin describes some of the most rewarding accomplishments of his career, some of the more frustrating ones, and his advice on the most important characteristic you can have if you want to succeed in marketing. Connect with Jenny: https://www.linkedin.com/in/jennybristow/ Connect with Dustin: https://www.linkedin.com/in/horndustin/
30:35
September 02, 2022
When Healthcare Marketing Becomes Politicized
When Healthcare Marketing Becomes Politicized
Today’s episode is so timely and so important to listen to. Jenny is joined by Bonyen Lee-Gilmore, Vice President of Strategy and Communications at Planned Parenthood of the St. Louis Region and Southwest Missouri. They have a wide-ranging discussion on the dynamics in the country, and in individual states, post-Roe. Bonyen breaks down the current deluge of misinformation, and the many challenges that women are facing in a state like Missouri. From an almost total ban, the fear that even many types of contraception will soon be on the chopping block, the pushback on those seeking sterilization services, to fake pregnancy centers staffed by anti-abortion activists. She also talks about Illinois being a critical access state, how they keep up with all the changing rules and regulations, and some troubling trends in digital media platforms whose overreaching algorithms block critical information. Listen ‘til the end to find out about Planned Parenthood’s Brands Against Bans, teaming with businesses to use their brands to support sexual and reproductive healthcare. Other links and resources mentioned: Abortionfinder.org - Online tool that allows individuals across the country to understand what is accessible in their own states and neighboring states: www.abortionfinder.org Regional Logistics Center - Resource for individuals traveling to access abortion to receive transportation and housing assistance: https://www.plannedparenthood.org/planned-parenthood-st-louis-region-southwest-missouri/patients/regional-logistics-center Connect with Jenny: https://www.linkedin.com/in/jennybristow/ Connect with Bonyen: https://www.linkedin.com/in/bonyenlee/
14:20
August 26, 2022
Key Technologies Impacting the Patient Journey
Key Technologies Impacting the Patient Journey
Welcome to the first episode of the We Are Marketing Happy - a healthcare marketing podcast, hosted by Jenny Bristow.  Jenny is the Founder and CEO of Hedy and Hopp, a healthcare marketing agency based in the Midwest. Today Jenny welcomes Annie Haarmann, Head of Consumer Experience, North America at Reputation. On this episode, Annie breaks down how different health systems are responding to technology advancements in order to improve patient’s access to care. She outlines technology that is changing patient’s journey such as Google’s knowledge panel and local three-pack to natural language processing and artificial intelligence to determine emotions such as fear, optimism and anger. We also talk about how health systems have been regrouping after many marketing budgets were slashed during Covid and the long-term impact to the growth of virtual care. Annie discusses the importance of real relationship building with vendors, being brutally honest about your own weaknesses, talking about things that are broken, and using metrics that matter. Connect with Annie: https://www.linkedin.com/in/anniehaarmann/ Connect with Jenny: https://www.linkedin.com/in/jennybristow/
18:27
August 19, 2022