We Are, Marketing Happy - A Healthcare Marketing Podcast – Details, episodes & analysis

Epic is one of the leading electronic health record platforms, but did you know it can also help healthcare marketers gain deeper insights into their marketing efforts? In this episode, Jenny chats with Sam Seering, Product Manager of Cheers at Epic, about how healthcare organizations can use Epic’s CRM solution, Cheers, to better understand marketing impact and improve key performance indicators (KPIs).

What’s Discussed:

●        An overview of marketing measurement possibilities within Cheers, including the tools available for healthcare marketers.

●        Integration of scheduling features to track appointments from a variety of marketing channels such as search engine marketing.

●        Utilization of Cheers for advanced analytics, allowing for a comprehensive view of patient engagement and the conversions from marketing efforts.

●        Tracking patient outcomes throughout the marketing journey, enabling marketers to demonstrate the impact of their efforts.

●        Different methods of attribution and how to merge Epic data with other marketing analytics.

●        Compliance considerations, emphasizing the safety of using Epic’s data under existing Business Associate Agreements (BAAs).

●        Future developments in the Cheers’ platform, including capacity-based marketing to specify appointment types and revenue tracking.

This conversation highlights the potential for healthcare systems to move beyond basic marketing metrics and understand the full ROI of their services through advanced technology.

Connect with Sam:

●        LinkedIn: https://www.linkedin.com/in/samuel-seering-19172a52/       

Connect with Jenny:

●        Email: jenny@hedyandhopp.com

●        LinkedIn: https://www.linkedin.com/in/jennybristow/

If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

In this week's episode, we’re giving you a sneak peek of what to expect from Hedy & Hopp at SHSMD Connections 2024, happening October 13-15 in Denver, CO. We're excited to be part of this event again this year and share how you can connect with us and attend our sessions!

What We Cover:

●        H&H at Booth 1015: Come find us! Grab one of our coveted friendship bracelets and check out the art prints from our 2024 Artist in Residence, Katie Mertz. Look for the joy, and let's connect!

●        Pre-Conference Workshop: Jenny Bristow and Mark Brandes will be hosting a hands-on session titled OK, But How Do I USE AI - AI 101. This session is a must for anyone tasked with understanding AI or for marketing professionals looking to stay ahead. (Note: separate ticket required.)

●        HIPAA, FTC, and State Laws – What You Need to Know NOW – 2024 Edition!: Our highly anticipated privacy session, co-presented by Jenny Bristow and our client Jenny Bradley from Quartz Health Benefits, will cover critical updates on state laws, class action lawsuits, and compliance for marketers. This is an evolution of last year's session, diving deeper into the challenges and opportunities in 2024.

Even if you can’t attend SHSMD, the H&H team will be gathering key takeaways from the sessions and sharing them in a post-conference podcast. Stay tuned for that episode!

Connect with Jenny:

●        Email: jenny@hedyandhopp.com

●        LinkedIn: https://www.linkedin.com/in/jennybristow/

If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

When you hear “reputation management,” what comes to mind? For some, it’s online review management, which is indeed a vital component. However, it’s just one piece of the puzzle. In today’s episode, Jenny dives into the second crucial piece: shaping the online narrative about your organization. This is often intertwined with PR as it dictates how people perceive your organization. To effectively manage this narrative, follow these steps:

●        Craft and distribute surveys to gauge current perceptions.

●        Develop a four-step strategy to manage your online narrative: 

1.       Identify the core messages.

2.       Determine who the brand’s personality will be.

3.       Choose the best channels for content distribution.

4.       Plan your promotion strategy.

●        Allow sufficient time to push and monitor your content to accurately gauge its impact and audience perception.

Connect with Jenny:

●        Email: jenny@hedyandhopp.com

●        LinkedIn

If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

Healthcare marketers were thrown for a loop again a couple of weeks ago when the final ruling was released for the lawsuit by the American Hospital Association (AHA) against the Office of Civil Rights (OCR). The ruling threw out a key part of the 2022 bulletin but left marketers confused about what, if anything, they should do to modify their marketing analytics setups.

Listen in to learn:

●        The details of the AHA and OCR lawsuit and specifics of the ruling

●        How state privacy laws may change based on this ruling

●        FTC and civil lawsuit implications

●        Future privacy considerations, such as AI

●        Our POV of a brand’s privacy promise

If you’re struggling to answer questions to your leadership about how and what should change with your analytics setup, this is a must-listen-to podcast!

Connect with Jenny:

https://www.linkedin.com/in/jennybristow/

Connect with Mark:

https://www.linkedin.com/in/markbrandes/

One of the things we love to do at Hedy & Hopp is getting time in front of our clients’ boards or leadership teams to present our marketing successes. It’s an exciting opportunity for us to share the story of how we’ve collaborated with our clients to support their organization’s business goals. In this podcast, Jenny outlines six tips for presenting to your board or leadership team.

1. Understand your audience

• What is their background—are they clinical, finance, or operations?
• What is their tenure at the organization
• Identify key areas of interest

2. Understand why you are there

• Understand why you were invited and key outcomes/information they expect
• Ask how long you have (5 minutes or 20)
• Get clarity on the depth of content expected

3. Link to organizational goals

• Ladder ideas up to overall organizational goals

4. Key themes/Specific output:

• Focus on the story you are telling first, then get into specifics.
• Boards and leaderships focus on the picture and don’t want to know every tactical detail. 

5. Simplify language

• Remove all jargon and acronyms, even something as simple as KPI.
• Give your presentation as though the audience knows nothing about what you do on a daily basis.

6. Presentation style

• Show up with energy and confidence!

Connect with Jenny:

https://www.linkedin.com/in/jennybristow/

One thing we enjoy covering on this podcast is up and coming tactics and terminology you need to know as a healthcare marketer. Though you may or may not choose to prioritize new tactics, knowing about them and not being surprised during a hallway conversation is key.

Today, we will cover the basics around SEO for generative AI platforms, specifically discussing:

1. What is SEO for AI

Essentially, how do you get your organization to show up in AI results, alongside relevant studies and data?

2. Acronyms you need to know

○        LLMO - Large Language Model Optimization

○        GEO - Generative Engine Optimization

○        GAIO - Generative AI Optimization

○        AIO - AI Optimization

3. What is LLM, why do you need to know about it, and how does it work?

When it comes to training AI models, there are mathematical models that help understand natural language, LLMs. Understanding even a little about how these LLMs train for relevance can help you optimize for AI.

4. Four cornerstones to thinking about SEO for AI

○        Be robust in your research and keyword identification to understand what real people are asking

○        Get official - include citations, relevant sources, and statistics

○        Make sure you’re technically sound; put keywords in your schema and code to make sure AI platforms can understand what your website is about

○        Traditional marketing and PR helps build your authority and trust - continue these efforts!

As promised, here are the resources we mentioned on the podcast:

●        Princeton University study on Generative Engine Optimization: https://arxiv.org/pdf/2311.09735

●        Search Engine Land’s breakdown of SEO for AI (and explanation of how LLMs work): LLM optimization: Can you influence generative AI outputs? https://searchengineland.com/large-language-model-optimization-generative-ai-outputs-433148

Connect with Jenny:

https://www.linkedin.com/in/jennybristow/

At Hedy & Hopp, pediatrics is one of our passions, and in this week’s episode, Jenny talks about developing a pediatric content strategy. One thing that makes pediatric content so different from other types of healthcare content is that, instead of talking directly to a patient, often pediatric content is aimed at the parents of a patient.

With that in mind, Jenny offers five pillars for pediatric content marketing:

1. Understanding a Diagnosis
   Develop content that helps parents understand their child’s diagnosis through describing symptoms, treatments, and what to expect. This type of content should help parents who may be in research mode and should offer an avenue for them to seek care.
2. Preparing for a Child’s Surgery
   Content like this can help ease parents’ worries about having their child undergo a surgery. It could be a step-by-step guide on the surgical process and should address what parents and their children can expect throughout the surgery process and how best to prepare.
3. Hospital and Facilities Tour

It is so simple, yet so effective. Walking through your space and showing parents where to park, where to check in, and where the exam rooms can help calm anxious parents and children. Plus, it is an opportunity to show off the accommodations and benefits of your space.

1. Emotional Support and Counseling
   Create content that offers support to parents who may be going through a very challenging and overwhelming time. This type of content can highlight resources, communities, and support networks for a variety of situations and diagnoses.
2. Care and Follow-Up Post Procedure

Develop content that highlights what to expect after a child’s procedure. Discuss the recovery process, what’s normal, and when should parents seek additional help.

1. Interactive Q&As

This could be a live Q&A on a particular topic, it doesn’t have to be anything fancy. Make sure to brainstorm a few questions beforehand in case interaction is low, and remember to save any live videos to post later!

Connect with Jenny:

https://www.linkedin.com/in/jennybristow/

In today’s episode Jenny talks about the six core tenets of using AI in healthcare marketing, including

1. Approach AI results with healthy skepticism.

“Hallucinations” are common with AI and it can be easy to assume the information you are getting is factual.

2. Do not use AI outputs as-is without reviewing and adjusting.

For example, if you have it generate an internal email, do not just copy, paste, and send.  Make sure to read it and confirm it’s formatted (and reads) correctly.

3. Do not have AI create client deliverables.

You can have it assist with ideas or some content thoughts but the deliverable should still be yours. Use AI to help with a first draft, but then edit, edit, edit!

4. Be very clear in your ask.

Give AI clear directions, ask it to play a role, use specific language, ask for multiple versions, etc. The more information you give in the prompt, the better the result will likely be.

5. Ask for sources!

Remember to ask it to give you a confidence level along with its response. You can also ask it to provide sources and citations for the information in its result.

6. Keep privacy a priority!

Be careful sharing ANY data or information with these tools.  Until we have a private space using one of these tools, anything you supply it with could be used for training its model.

Connect with Jenny:

https://www.linkedin.com/in/jennybristow/

Today on We Are, Marketing Happy, Jenny welcomes back SVP Maggie Piasecki to discuss implementing an effective project management tool at Hedy & Hopp.

They dig into the challenges they faced, the selection process, and the benefits that came from it. They also talk about key features, the importance of organizational efficiency, and tips for a smooth rollout. Key Highlights:

1. Identifying the Need for Change:

   • The team recognized the limitations of their previous project management tool, which hindered productivity and communication.
   • Through EOS quarterly meetings feedback, it was clear they needed a more efficient tool.

2. Efficient Selection Process:

   • The team initiated a 90-day process to swiftly identify, evaluate, and implement a new tool.
   • A designated an owner to lead the assessment, ensuring alignment with organizational needs.
   • Rigorous evaluation criteria, including feature assessments and user experience testing, enabled objective decision-making.

3. Operational Efficiency Benefits:

   • The chosen tool offered customizable workflows tailored to client needs, enhancing productivity and clarity.
   • Individualized dashboards empowered team members to manage tasks efficiently according to personal preferences.
   • Long-term resourcing capabilities provided proactive insights, minimizing resource gaps and ensuring timely project delivery.

4. Successful Rollout Strategies:

   • Maintaining a central owner and internal champions facilitated a smooth rollout process.
   • Simplified training sessions and ongoing feedback loops ensured user adoption and satisfaction.
   • The PM team remained responsive to user feedback, continuously optimizing tool implementation for enhanced effectiveness.

Connect with Jenny:

⁠https://www.linkedin.com/in/jennybristow/⁠

Connect with Maggie:

⁠https://www.linkedin.com/in/maggiepiasecki/

The team at Hedy & Hopp has been busy the last six months, flying around the country to meet with prospects in-person, as they choose a new agency partner. In a recent RFP meeting, an executive leader questioned whether a boutique-size agency could actually bring full-service to the table. It was a fair question, and they were surprised by our answer.

Being a large size agency doesn’t necessarily mean you are getting full-service. More people doesn’t necessarily mean better work, more innovative work, or better serviced work. There are benefits to working with large agencies, like cost-efficiencies, scaled locations, etc., but there’s more clients should think about when considering full-service and how a boutique size agency can deliver.

Tune in to today’s episode to hear from Maggie Piasecki, H&H’s SVP, about what being a boutique agency means, including:

●        One-size Fits Not All

●        Extension Over Production

●        Autonomy Equals Forward Movement

●        Culture that the Client Experiences

Connect with Jenny:

https://www.linkedin.com/in/jennybristow/

Connect with Maggie:

https://www.linkedin.com/in/maggiepiasecki/