We Are, Marketing Happy - A Healthcare Marketing Podcast

If you've listened to this podcast before, you've heard Jenny say loud and clear that remarketing is off the table in healthcare. But this week, we're adding an asterisk. Heidi Hammond, Senior Paid Media Specialist at Hedy & Hopp, joins the show to explore the very specific ways healthcare marketers can still ethically and compliantly remarket to audiences, even in a post-pixel world.From Meta's platform-owned signals to the storytelling power of ad sequencing, Jenny and Heidi break down what's possible when you rethink remarketing through a privacy-first lens. They also cover what's absolutely still off-limits and how new platform tools are shifting what compliance-friendly performance looks like.Connect with Heidi:https://www.linkedin.com/in/heidiehammond/ Connect with Jenny:Email: jenny@hedyandhopp.comLinkedIn: https://www.linkedin.com/in/jennybristow/Further your understanding of what compliance means for healthcare marketing and get certified for it here: https://wearehipaasmart.com/ 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 episode, Jenny chats with three experts about a hot topic in healthcare marketing—server-side Google Tag Manager (sGTM) vs. Customer Data Platforms (CDPs). She's joined by Mark Brandes, Hedy & Hopp's Director of Data & Technology, Tyler Zey and Adam Putterman, co-founders of Ours Privacy. Together, they break down the key differences between these two privacy solutions and help healthcare marketers figure out which one's the best fit for their needs.With more focus than ever on HIPAA, FTC, and state regulations, many marketing teams are wondering how to stay compliant while still getting the insights they need. This episode takes a closer look at how sGTM and CDPs work, their pros and cons, and gives you a simple framework to help you decide which one's right for your team, based on your size, budget, and goals.Connect with Mark:https://www.linkedin.com/in/markbrandes/ Connect with Tyler:https://www.linkedin.com/in/tylerzey/ Connect with Adam: https://www.linkedin.com/in/adamputterman/ Connect with Jenny:Email: jenny@hedyandhopp.comLinkedIn: https://www.linkedin.com/in/jennybristow/Further your understanding of what compliance means for healthcare marketing and get certified for it here: https://wearehipaasmart.com/ 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.

We're back from HMPS25 and understand the hype! In this episode, Taylor, Kristin, and Jenny recap their time at the Healthcare Marketing & Physician Strategies Summit—from sunshine and friendship bracelets to standout sessions on privacy, AI, and proving ROI. H&H came prepared with art prints in hand and even swapped some friendship bracelets. The conference, hosted at the Omni Orlando, delivered with plenty of food, nonstop coffee breaks, and a crowd full of seasoned healthcare marketers from across the country. Plus, there were 70 sessions to choose from!We're sharing our favorite takeaways, including what it means to say “yes, however” when someone asks for a billboard, how hospital websites are becoming true transaction hubs, and why Cleveland Clinic shut down all marketing in a few markets.Speakers Mentioned:Christine Skiffington: https://www.linkedin.com/in/christineskiffington/ Sujal Raju: https://www.linkedin.com/in/sujalraju/ Celia Van Lenten: https://www.linkedin.com/in/celia-van-lenten-57a897a/ Gayle Sweitzer: https://www.linkedin.com/in/gayle-sweitzer-63ab739/ Alexa Warner: https://www.linkedin.com/in/alexa-warner-33807059/ Christine Woolsey: https://www.linkedin.com/in/christinewoolsey/ Susan Alcorn: https://www.linkedin.com/in/susan-alcorn-1b6b0670/ Ben Texter: https://www.linkedin.com/in/benjamintexter/ Gerard Gober: https://www.linkedin.com/in/gerardgober/ Pam Landis: https://www.linkedin.com/in/pamelalandis/ Lucky Rai: https://www.linkedin.com/in/lukhvinderrai/ Jen Jenkins: https://www.linkedin.com/in/jenjenkins/ Lacey Reichwald: https://www.linkedin.com/in/laceyreichwald/ Chris Bevolo: https://www.linkedin.com/in/chrisbevolo/ Tanya Andreadis: https://www.linkedin.com/in/tanyaandreadis/ David Feinberg: https://www.linkedin.com/in/david-a-feinberg-57746a5/ Paul Matsen: https://www.linkedin.com/in/paul-matsen-b65b751/ Connect with Jenny:Email: jenny@hedyandhopp.comLinkedIn: https://www.linkedin.com/in/jennybristow/Further your understanding of what compliance means for healthcare marketing and get certified for it here: https://wearehipaasmart.com/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.

What started as a conference Q&A has grown into a full-scale solution for our industry. In this episode, Jenny introduces We Are, HIPAA Smart—the first and only compliance training platform built specifically for healthcare marketers. Born from years of podcasting, speaking, and consulting on the evolving regulatory landscape, the platform was created to finally offer practical, tactical training built for marketers instead of clinicians. Jenny walks through what's included in the launch, from 101-level modules on HIPAA and general compliance to a more advanced technical course for teams deep in implementation work, and shares how the platform can help teams meet compliance expectations while getting back to what they love—marketing.Resources Mentioned:WeAreHIPAASmart.com Connect with Jenny:Email: jenny@hedyandhopp.comLinkedIn: 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.

2025 Swaay.Health LIVE brought community, strategy, and a surprise win for the Hedy & Hopp crew. In this episode, Jenny and Senior Account Manager Shelby unpack their favorite moments from the conference, including standout sessions and Shelby's Rising Star award (!) win. They dig into two sessions that stood out: how the American Board of Radiology used formal listening to reshape its certification process, and how Nebraska Medicine partnered with Unlock Health to rethink recruitment as a brand strategy. Jenny and Shelby also chat through who this conference is best suited for.2025 Swaay.Health LIVE Speakers Mentioned: Shereese Maynard: https://www.linkedin.com/in/hitreeset/ Dan Dunlop: https://www.linkedin.com/in/dandunlop/ David Laszakovits: https://www.linkedin.com/in/laszakovits/ Laura Roberts: https://www.linkedin.com/in/laura-roberts-1644614/ Frank Lococo: https://www.linkedin.com/in/franklococo/ Katie Beach: https://www.linkedin.com/in/katiemaybeach/ Connect with Shelby:LinkedIn: https://www.linkedin.com/in/shelby-wanne/ Connect with Jenny:Email: jenny@hedyandhopp.comLinkedIn: 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 episode 90 of We Are, Marketing Happy, Jenny sits down with Hedy & Hopp's Director of Data & Technology, Mark Brandes, for a conversation that steps outside our usual healthcare marketing topics. Instead of pixels and campaigns, we're diving into mindset specifically, how it shows up in our industry through things like imposter syndrome.Mark shares insights from a podcast he loves, Standard Deviation, and discusses how reframing imposter syndrome as “manifestations” can help us move past feelings of inadequacy. From the pressure to be a perfectionist or expert to the fear of asking for help, this episode unpacks the invisible weight many marketers carry, especially as roles evolve to include data, privacy, and compliance. Jenny and Mark reflect on their own experiences and offer encouragement to anyone who's ever thought, “Why am I even in this room?” Spoiler alert: you absolutely belong there.Resources Standard Deviation Podcast EpisodeConnect with Mark:LinkedIn: https://www.linkedin.com/in/markbrandes/ Connect with Jenny:Email: jenny@hedyandhopp.comLinkedIn: 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 episode of We Are, Marketing Happy, Jenny breaks down HHS's new accessibility rule and what it means for healthcare organizations. With compliance deadlines approaching in 2026 and 2027, it's essential to understand who's affected, what WCAG 2.0 AA standards require, and how to assess your website, kiosks, and mobile apps for compliance.Jenny shares steps for getting started, including a free accessibility scan and ways to approach necessary updates. While enforcement remains uncertain, prioritizing accessibility will result in a better experience for all patients and showcase your brand's commitment to inclusivity.Resources & NotesHHS Accessibility Rule Fact SheetADA Web Accessibility RuleFree Accessibility ScanSite Audit ToolColor Contrast ComplianceDesign Guide Based on WCAG PrinciplesFigma plug-ins are also available for additional accessibility checkpoints. However, automated tools only go so far. Having a designer and developer who understand accessibility best practices is the most reliable way to ensure compliance.Connect with Jenny:Email: jenny@hedyandhopp.comLinkedIn: 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.

Often, healthcare marketers are asked to launch campaigns for departments that aren't prepared to handle increased patient volume. In this episode, Jenny Bristow explores the concept of market readiness, sharing key questions marketing leaders should ask to ensure their efforts drive real results.If a department isn't ready for patient acquisition, there are still ways marketing can add value. Jenny discusses alternative strategies like brand awareness, reputation management, and SEO to help position departments for future success.Connect with Jenny:Email: jenny@hedyandhopp.comLinkedIn: 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.

With a new fiscal year around the corner and marketing teams gearing up for fresh campaigns, conversations around proving the impact of spend are occurring. In this episode, Jenny breaks down the must-know basics of marketing measurement to make sure your campaigns show real results. She dives into why having a solid measurement plan matters, the key differences between dashboards and reports, and how data lakes and attribution modeling give you a complete view of your marketing performance. While visualization tools are useful, the real value comes from how you structure and analyze your data.Connect with Jenny:Email: jenny@hedyandhopp.comLinkedIn: 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.

Meta is shaking things up again with new regulations affecting payor advertising. In this episode, Jenny and Miranda, Hedy & Hopp's Director of Paid Media, break down Meta's updates to the financial products and services category, including new targeting restrictions, and how broad location radius requirements and inclusive demographic rules are reshaping campaign strategies. With targeting getting less precise, lead quality is bound to shift, making now the time to reset expectations and fine-tune how success is measured.ResourcesMeta's Changes2025 Trends in Paid Media Connect with Miranda:LinkedIn: https://www.linkedin.com/in/mirandamochsner/ Connect with Jenny:Email: jenny@hedyandhopp.comLinkedIn: 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.

More healthcare organizations are rethinking their websites, but should you opt for a refresh or a full rebuild? In this episode, Jenny explores this growing trend and breaks down the key differences. She covers when a refresh is the right choice—especially for improving accessibility, mobile responsiveness, and privacy compliance, including the impact of HHS Section 504 and WCAG 2.1. She also explains when a rebuild is necessary, such as enhancing the patient experience, rebranding, or integrating new technologies. Understanding these distinctions can help your organization align its website strategy with its goals, timeline, and budget.ResourcesHHS Accessibility GuideConnect with Jenny:Email: jenny@hedyandhopp.comLinkedIn: 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 episode, Jenny shares key insights from Hedy & Hopp's 2025 patient privacy research. Analyzing 254 provider and payor websites, the audit shows a decline in Google Analytics 4 usage, a rise in server-side tagging, and improved compliance as Universal Analytics is removed by many. However, risky practices persist, with 29.92% of sites still using at least one conversion tracking pixel and some relying on non-HIPAA-compliant form tools. Meanwhile, more organizations are exploring alternative analytics solutions, and a growing number of marketers are operating without any tracking at all.   Resources 2024's Patient Privacy Findings Podcast Episode: https://creators.spotify.com/pod/show/wearemarketinghappy/episodes/By-The-Numbers-The-Current-State-of-Healthcare-Marketing-Tools-e2itnm7/a-ab770oe                Infographic: https://hedyandhopp.com/blog/2025-patient-privacy-findings/   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 episode of We Are, Marketing Happy, Jenny and Lindsey Brown, Director of Digital Activation at Hedy & Hopp, share what healthcare marketers should expect from their media agency. Many clients are surprised by how much more we deliver compared to previous agencies when these practices should be the standard. They dive into four key areas agencies should focus on: strategic planning that aligns with business goals, clear and consistent documentation for transparency, meaningful reporting that goes beyond surface-level metrics, and proactive optimizations that drive results. Agencies should also consistently keep clients in the loop and be ready to pivot strategies when necessary. If your current agency isn't delivering on these, it might be time to consider other options. Connect with Lindsey: LinkedIn: https://www.linkedin.com/in/lindseycbrown/                             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 episode, Jenny sits down with Chris Boyer, a senior digital health strategist and principal of @chrisboyer LLC, to discuss the shifting (and somewhat messy) state of social media in 2025. With the undecided future of TikTok and Meta reshaping its content and advertising rules and regulations, it's time for organizations to rethink their social media strategies. They explore the impacts of Meta's content moderation changes, how the tightening of ad restrictions affects campaigns, and why social media should be seen as "leased land." Plus, they discuss the challenges of fighting misinformation and creating valuable content in today's polarized digital environment.   Connect with Chris: LinkedIn: https://www.linkedin.com/in/chrisboyer/      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 the final episode of our “AI for Healthcare Marketers” series, we're getting hands-on with AI platforms. While understanding how AI platforms function is important, it's when you start using them in your workflows that the real value shines through. This interactive episode walks you through five practical exercises designed to make your daily tasks smoother and more efficient.   The exercises covered: •Using ChatGPT for quick note transcriptions •Brainstorming content ideas with Claude •Conducting market research with Copilot •Navigating privacy concerns with Perplexity •How AI can improve communication   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 the second episode of our three-part AI series, Jenny builds on our understanding of AI by covering the six tenets for using AI effectively in marketing. While AI offers exciting opportunities, it also comes with challenges that require caution and strategy. Key takeaways include: ●  Approach AI with skepticism: Even tools like ChatGPT can provide inaccurate information, with hallucinations still occurring about 30% of the time. ●  Never use AI output as-is: AI-generated content should always be reviewed and refined to avoid sounding impersonal or inaccurate. ●  Avoid having AI create deliverables: Relying on AI for final marketing assets can be a liability due to inaccuracies, bias, and potential harm to your brand. ●   Be clear in your ask: Use structured prompting techniques to get the best results. ●   Ask for sources: Always ask AI tools for sources and confidence levels to verify their output. ●   Prioritize privacy: Treat any shared information as though it could appear on a public billboard to ensure confidentiality and compliance. 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 the first episode of our three-part AI for health marketers series, we break down the basics of AI and how healthcare marketers can use it effectively. Jenny discusses how AI has rapidly evolved - ChatGPT is just two years old, with 56% of adults having used it and explains the types of AI, including Narrow AI (used today), General AI, and Superintelligent AI. Jenny also covers how AI learns through methods like supervised, unsupervised, and reinforcement learning, and highlights its key capabilities, such as natural language processing and computer vision. The episode introduces top platforms like ChatGPT, Gemini, Copilot, Perplexity, and Claude, breaking down what makes each unique. By the end, you'll have a clear understanding of the leading AI tools and how they can be utilized. 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 special episode of We Are, Marketing Happy, Jenny dives into a critical update for healthcare marketers. Google is requiring advertisers to opt into call recording for its Click-to-Call feature, creating potential HIPAA compliance risks. Jenny explains the changes, why they're a concern, and what steps you need to take to protect your organization.   Key Points: • Google's new terms for Click-to-Call could result in PHI or PII being recorded, violating HIPAA. • The rollout is inconsistent, so accounts must be monitored closely. • You can contact Google support to opt out of call recording.   Action Items: • Check if the terms were accepted for your account. • Share this episode with your team or agency to ensure awareness.   More Information •Search Engine Land Article •Search Engine Journal Article   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.

Jenny is joined by Hedy & Hopp's Director of Paid Media, Miranda Ochsner, to break down the top paid media trends for 2025. They discuss insights from the 2024 Nielsen Annual Marketing Report, including why 72% of marketers plan to boost their ad budgets despite economic uncertainty and the importance of balancing performance marketing with long-term brand building. TikTok's growing role in healthcare marketing and its impact on cross-platform ad strategies also takes center stage.   They also share some reminders when it comes to remarketing and retargeting strategies including the shift away from website pixel-based retargeting, as well as Meta's restrictions on healthcare advertising and Google's new AI-driven bidding tools.   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 episode, Jenny is joined by Hedy & Hopp's Account Manager, Shelby Auer, and Marketing Manager, Taylor Fedderke, to recap their time at HCIC24 in Austin. With its walkable venue downtown and amazing food, the conference provided a great setting to reconnect with peers and explore the latest industry trends. They dive into key themes from the event, including the growing role of AI, how SEO continues to be a game-changer, and fresh approaches to reputation management. They also discuss how organizations are using data to improve provider finders, enhance consumer engagement, and streamline digital strategies, as well as the importance of building authentic brands and maximizing social media with AI tools. Connect with Shelby: https://www.linkedin.com/in/shelby-wanne/         Connect with Taylor: https://www.linkedin.com/in/taylorfedderke/       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 episode, Jenny Bristow, CEO of Hedy & Hopp, speaks with Drew Hardesty, CEO of Wonder Boy Media, about how AI is transforming video and image editing in healthcare marketing. They explore the innovative ways AI is helping marketers save time, enhance creativity, and improve efficiency in editing tasks. Episode Highlights: ●        AI in Art Generation vs. Editing: A distinction between AI art creation and AI-powered editing that enhances existing content. ●        Photo Editing: AI tools in platforms like Canva and Adobe simplify tasks like background removal and denoising. ●        AI's Role in Video Editing: AI accelerates multi-camera edits and streamlines podcast production. ●        The Human Touch: Creativity remains human-driven, with AI handling repetitive tasks. ●        Privacy Considerations: A reminder to avoid uploading sensitive data into AI platforms. If you're a marketer looking to make the most of AI in your editing process, this episode offers information on how to use these tools effectively—without compromising creativity or privacy. Connect with Drew: ●        LinkedIn: https://www.linkedin.com/in/drew-hardesty-wboy/    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 episode, Jenny Bristow, CEO of Hedy & Hopp, is joined by Suzie Schmitt, Senior Digital Producer, to chat about creative solutions for data integration in marketing dashboards. Building on recent discussions about privacy and analytics at industry conferences, they discuss a workaround that enhances the reporting capabilities of data—while staying HIPAA compliant. Additional Episode Highlights: ●       Call Tracking Challenges: Using CallRail's HIPAA-compliant product and the difficulties in accessing comprehensive reporting data. ●       Identifying Essential Data: Determining which data fields are necessary for analysis while avoiding sensitive information. ●     Secure Data Management: Managing API keys and maintaining compliance by operating within a secure environment. ●     Enhancing Reporting Dashboards: Creative data integration can lead to more robust and informative marketing dashboards. Connect with Suzie: ●       LinkedIn: https://www.linkedin.com/in/suzie-schmitt/                  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.

Back from SHSMD Connections 2024 in Denver, CO, Jenny Bristow, Shelby Auer, Mark Brandes, and Taylor Fedderke from Hedy & Hopp share their key takeaways. They discuss the latest trends in AI and privacy, the strong audience engagement in Q&As, and why using data effectively remains a top priority in healthcare marketing. They also highlight sessions on recruitment-focused marketing strategies, a basketball-themed initiative that improved KPIs like reducing harm events and patient stay times, and a creative healthcare heroes social media program. From first-time attendees to catching up with old friends—and handing out fan favorite friendship bracelets and art prints at H&H's booth—the team shares their favorite moments and insights from a successful conference!   Connect with Jenny: ●        Email: jenny@hedyandhopp.com ●        LinkedIn: https://www.linkedin.com/in/jennybristow/ Connect with Mark: ●        LinkedIn: https://www.linkedin.com/in/markbrandes/                Connect with Shelby: ●        LinkedIn: https://www.linkedin.com/in/shelby-wanne/               Connect with Taylor: ●        LinkedIn: https://www.linkedin.com/in/taylorfedderke/               SHSMD24 Speakers Mentioned ●        Maria Belli, Sheppard Pratt: https://www.linkedin.com/in/maria-belli-773389143/             ●        Kristina Schiller Chaki, Sheppart Pratt: https://www.linkedin.com/in/kristina-schiller/        ●        Allison Vance, Regional One Health: https://www.linkedin.com/in/allisonvance/                 ●        Jani Radhakrishhnan, Regional One Health: https://www.linkedin.com/in/janirad/              ●        Carley Cori (Weinstein), Stony Brook Medicine: https://www.linkedin.com/in/carleypweinstein/     ●        Breanne Taylor, The Kids Mental Health Foundation: https://www.linkedin.com/in/breanne-taylor-932403b/             ●        Donna Teach: https://www.linkedin.com/in/donnawteach/         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.

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.

Tips to maximize conference attendance. Topic our team is knee deep in. Conference prep. Thought it could be useful for those attending this fall or spring. How you can better prepare for the conference and maximize your attendance. For providers and payors. Hopefully it will give you 5 really solid tips to help you get everything you need out of the event.   1. Develop your goals. Make sure you know why are you are going and what success will look like. Networking? Maybe you are wanting to learn to walk away with some key insights? Maybe your goal is to speak next year and you want to see how folks do it and some key ways you want to show up as a speaker next year. Or to find a new vendor. Spend a moment and actually write down your goals. To revisit afterwards to hold yourself accountable.   2. Create personal brand strategy. This is why H&H's events are so successful. Visuals are one of the key things. But also the way you show up or the way you make people feel. Strongly recommend a visual brand is part of that formula. Our brand is very bright blazers, cool shoes, handmade bright earrings. Some people remember and recognize.   3. Pre-Event Prep. Please don't show up to an event without knowing which sessions you want to go to and speakers you want to listen to. Block out an afternoon and knock it out. Sessions are published in advance. Sometimes you can even preselect events. Or create your own separated document lining it out. Are there other organizatons like yours presenting? Vendor you are working with is speaking? Key tip - any speakers you plan to see speak connect with them on LinkedIn and reach out saying how excited you are. Do your homework and network.   4 - Never eat (or sit) alone. If you created and crafted a list of the kinds of organizations and people at the organizations you want to meet. Scan the conference to catch them. Even if you are drained, still sit by someone. Can result in a fun and delightful experience that may energize you.   5. Post-event Follow-up. What we do if always have a pen. Write on business cards. Some people don't want to write on them but others do. Write what we talked about and follow up. Whether it is a podcast or a connection opportunity for them. Follow up with your promises. Give people a  couple of days or a week before sending follow up since there is alot to catch up on. 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 joined by Jeremy Rogers, Executive Director of Digital Marketing and Experience at Indiana University Health, who brings nearly nine years of experience at the organization and a deep understanding of the evolving healthcare marketing landscape. We dive into a critical challenge many marketers face today: demand for healthcare services now far exceeds supply, requiring a strategic shift.   Key Discussion Points: ●       Evolving Marketing Priorities: Marketing's traditional focus on acquiring new patients has evolved due to longer wait times for patients. Marketers now need to manage patient expectations and maintain strong relationships throughout the patient journey. ●       Redefining the Marketer's Role: Today, marketers must continuously reassess their role and be the voice of the patient within their organizations. This means advocating for patient needs and adjusting messaging and tactics to align with new realities. ●       Building Internal Relationships: Successful marketers work closely with operations, scheduling, and other internal teams to optimize every touchpoint along the patient journey—from appointment scheduling to post-care follow-up. ●       Navigating Hybrid Work: Balancing in-person and remote work is essential for building strong internal relationships, especially with leaders and operational teams who are often on-site. ●       Data-Driven Strategies for High Demand: Understanding access metrics and focusing on areas where patient care can be optimized is key to navigating the current challenges.   Connect with Jeremy: ●  LinkedIn:https://www.linkedin.com/in/jeremyrogers/               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 episode, Miranda Ochsner, Director of Paid Media at Hedy & Hopp, joins Jenny to discuss how to determine the optimal media mix for your organization. At H&H, we frequently work with clients across a wide range of budgets—from under $10,000 to over $1,000,000. Our recommendations for media channels vary depending on several factors, and Miranda breaks down the key considerations and decision-making processes involved.   Key Topics Discussed: ●        Budget Considerations: Budget size directly influences the choice of media channels. Smaller budgets may limit traditional media opportunities, while larger budgets allow for a more comprehensive digital and traditional mix. We also consider whether the focus is on brand awareness or deeper funnel goals, like consumer acquisition. ●        Traditional vs. Digital Media: Traditional media options, such as billboards or TV, can be costly and vary based on market and timing. We evaluate whether these channels are suitable based on the client's goals and market conditions. ●        Hybrid Channels: Options such as Connected TV and digital radio can offer a blend of traditional and digital media, providing flexibility and precise targeting while staying HIPAA compliant. ●        Audience Targeting: We rely on data and research to ensure we reach the right audience, challenging assumptions about where and who they are. This approach is especially important when clients assume that traditional media is the only option for reaching rural audiences.   Connect with Miranda: ●        LinkedIn: https://www.linkedin.com/in/mirandamochsner/         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 podcast episode, we cover the essentials for dashboards. If you're feeling overwhelmed by the terminology, technologies, and the need to demonstrate ROI when developing your first dashboard for your healthcare organization, you're not alone. Our goal is to set a baseline of understanding so that when you tackle yours, you'll know what to look out for and the right questions to ask.   What We Cover: Terminology Matters: Dashboards and reports are often used interchangeably, but they serve different purposes. Dashboards provide real-time data, while reports offer a snapshot in time. Don't Forget about Patient Privacy: Before diving into developing a dashboard, make sure your data tools are cleaned up to protect patient privacy. This includes removing any potential protected health information (PHI) or personally identifiable information. Start with a Measurement Plan: Begin by understanding your organization's business objectives, strategic plan, and the key metrics needed to report success to leadership or the board. We'll give specific examples of things to track and how to measure ROI. Data Visualization: The fun part comes after your measurement plan is in place. We discuss the difference between Domo, Looker and Tableau. Understanding Data Feeds: Be aware of how your data is being pulled—whether it's through a straight data feed or a more sophisticated data lake. Understand which you should focus on.   Questions to Consider: ●        What is the timeliness or refresh rate of your data? ●        Are you working with a straight data feed, or does your data involve backend calculations? ●        What are your data sources? ●        Have you established a solid measurement plan?   This episode is designed for those just starting to dip their toes into dashboards. Whether you're working with an in-house team or an agency, these insights will help with the development of your dashboard.   Related Patient Privacy Podcast Episodes: ●        Marketing Performance After Privacy Changes: What to Expect ●        OCR and AHA Ruling – Patient Privacy Update for 2024   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 episode, we dive into the digital patient journey, focusing on mapping success. Over the past few weeks, we've had numerous conversations with systems and providers across the country who are looking to rebuild their websites and make their digital front door easier to access. Many face budget or approval constraints, so we're here to bridge that gap by focusing on interim action items such as content and technology adjustments. Sometimes, it's necessary to redo your website entirely. However, if a full redesign isn't feasible right now, here are some steps to improve the patient journey in the meantime: Activity: ●        Outline Key Service Lines: 1.       In your office, write down your primary service lines that you are looking to drive patient volume. 2.       Take your cell phone, get in your car, and try to find and book an appointment for a specific service line. Identify where it was difficult. Key Discussion Points: ●        Optimize for Micro-Moments: Be there when patients need you most. Use symptom-specific or other search-friendly terms to go beyond just service-line messaging. ●        Simplify the Path: Remove friction from online scheduling and information gathering. How many clicks does it take to schedule an appointment? ●        Expand Beyond Your Website: What other platforms appear in your search? Explore third-party directories and ensure your presence there. ●        Mobile-First Thinking: Ensure seamless experiences across all devices. For example, implement click-to-call functionality and other development solutions to simplify user interactions. ●        Competitor Deep Dive: Analyze the digital patient journeys of your competitors. Review their strategies for each service line. Make a list of improvements needed for each of your organization's service lines. While a new website might be the best move eventually, these steps can help enhance the patient journey and improve your digital front door experience even without a complete overhaul. 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 today's episode, Jenny welcomes iHealthSpot Director of Practice Marketing, Bill Riley, to share some very exciting news that will advance the offerings of our agency—Hedy & Hopp has acquired iHealthSpot. iHealthSpot is a healthcare marketing agency that specializes in helping local providers establish and grow their marketing footprint to increase brand awareness and drive patient engagement. At Hedy & Hopp, we work with more regional providers and payors, so this acquisition gives us the capabilities, processes, and technologies to serve smaller groups, expanding our impact to improve how patients find and access care through smarter marketing campaigns.   During the episode, Jenny and Bill discuss: 3 Ways an Agency Grows - This includes new business sales, organic growth and client retention, and what we are covering today—agency acquisition. Working with Large Clients vs. Small - We often see the size of a client's organization play a role in the audience type, their competitors, and the education opportunities pertaining to different marketing levers. Our Transition Strategy - Over the next couple of months we will be determining how to combine the H&H and iHealthSpot teams and make the transition seamless and simple for our clients. The Acquisition - When choosing the right company for an acquisition, a few key factors are looked at such as industry vertical, segment of clients, and synergy between services and the team members.   Connect with Bill: ●        LinkedIn: https://www.linkedin.com/in/bill-riley-15212a2b/ 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.

Recruiting marketing is gaining attention as organizations slightly shift their focus from patient acquisition to recruitment. In this week's episode we plan to guide you through the key aspects of developing a successful recruiting marketing strategy.   In a previous podcast episode, we discussed the foundations of recruiting marketing, emphasizing the importance of the internal marketing team partnering with HR to understand marketing and positioning goals. Today, we tackle specific questions and provide advice to help you succeed.   Questions Answered: 1. Do we need a recruiting section on our website? Yes! It's crucial to communicate your organization's differentiators. Be sure to create a content strategy around it with a clear call to action. 2. Who should own job descriptions and promotions? Successful strategies involve collaboration between the marketing department and HR. It's important to think about all content, including job descriptions, as part of your marketing efforts. 3. How can we improve the application process? Test the application process, especially on mobile devices, and make necessary modifications to improve the candidate experience. 4. What should be our follow-up timelines? Measure the time it takes to follow up with applicants and establish desired response timelines from that information. Explore automation options to increase efficiency if needed. 5. Which recruitment channels should we use? Consider platforms like Facebook, Instagram, Google search, and programmatic advertising. Focus on where your target candidates spend their time.   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.   Give the previous podcast mentioned a listen if you haven't already! Unpacking Candidate Recruiting Marketing: https://podcasters.spotify.com/pod/show/wearemarketinghappy/episodes/Unpacking-Candidate-Recruiting-Marketing-e2f9gf4/a-aatvne0

If you a marketing leader or a member of a marketing team that is beginning the process of tackling a website rebuild, this episode is for you! Jenny shares five essential steps to focus on before you dig into the desired design of the website:   Centering your “why”: Understand why your website exists. Identify your primary, secondary, and tertiary audiences (e.g., patients, HR/recruiting, foundation) and define your calls to action. Get tech savvy: Explore how current technologies can help streamline processes. Brainstorm new opportunities, like embedding a scheduling tool into service pages. Design site architecture: Create a sitemap. Review current analytics to see what content works, what doesn't, and identify content gaps. Layer on SEO strategy: Ensure your website is easy for search engines to index. Pay attention to technical requirements and make sure the content flows well to rank better. Develop a measurement plan: Decide how you will measure success, ensure compliance (e.g., patient privacy for analytics), and streamline reporting. After these steps, you can move on to wireframing and designing, either with your internal team or a third-party vendor.   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:   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:   Understanding a DiagnosisDevelop 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. Preparing for a Child's SurgeryContent 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. 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. Emotional Support and CounselingCreate 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. 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. 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: 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. 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. 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. 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/

In this week's episode, Jenny chats with Hedy & Hopp's own Director of Activation, Lindsey Brown to talk about rural marketing. They discuss the unique challenges and opportunities that working with regional hospital systems or payors in rural communities present:Challenge 1: ChannelLindsey states that access to channels may differ from marketing in urban areas. Rural areas may have more limited or no access to things like fiber internet, cable TV, and even billboards and signage. However, that doesn't mean rural areas are disconnected, the opportunities to connect are just through different channels: Traditional channels are critical, but don't forget streaming services, video platforms like YouTube, and social media. Beyond digital, in rural areas, you'll find that partnerships with local entities like high schools and local businesses play a powerful role in building reputation for your brand. Social Media – in rural areas social can drive higher conversion rates as people tend to be more connected on social media than urban areas Programmatic – in rural areas, a tight, conversion-focused message may go further than general brand awareness for programmatic Key Events – partnerships with companies, events, and even signage can all be great opportunities to build brand awareness and reputation Paid Search – don't underestimate the power of conversion-focused, bottom of funnel paid search tactics Challenge 2: ContentThe second challenge Lindsey brings up is that the framing of content looks a little bit different in rural areas. Rather than focusing on messaging like “24/7” or “Get Seen Today,” which may not be feasible in rural areas, rural audiences may respond better to practical messaging that promotes convenience, scheduling ahead, or social determinant of health topics like transportation or cost.Finally, Jenny and Lindsey offer a few areas to research if you are marketing in a rural community:Connect with Jenny:https://www.linkedin.com/in/jennybristow/

In this week's episode, Jenny discusses conversion rate optimization (CRO) for paid media. CRO may benefit you if you are running a paid media campaign where results have stalled, you aren't getting the conversions you expected, or you have campaigns that are underperforming.   Jenny brings up her time at Amazon and details the CRO Amazon employed to increase purchases. She then describes the 5 different types of CRO tests you can run to test the efficacy of your paid media.   Five Types of CRO tests:   1. Credibility/Authority ●        Address trust and credibility issues of the business and site 2. User Experience ●        Alter layout, design, or other user interface and user experience issues 3. Social Proof ●        Build trust by showing others' experiences 4. Value Proposition ●     Overall messaging and value proposition (pricing, shipping, business experience) 5. Risk Reversal ●        Warranties, guarantees, and other assurances of safety   It's important to run CRO tests to figure out what's working and what isn't when it comes to paid media performance. You never know what types of optimizations will have the greatest impact on your campaigns until you put it to the test.   Connect with Jenny: https://www.linkedin.com/in/jennybristow/

With updated HHS guidance rocking the healthcare marketing landscape, our analytics operations team conducted an audit to see what marketing tools folks are still using in 2024.   Our team analyzed 118 websites from payers and providers nationwide to see how people have responded to HIPAA guidelines. In this week's podcast, Jenny provides a snapshot of the current state of healthcare marketing tools:   Overall ●       11.9% of healthcare websites have removed every tag and marketing pixel from their website   Google Analytics ●       70% still have GA4 installed on their website ●       45% still have UA installed on their website ●       25% are using GA4 exclusively, without UA ●       0.9% are using UA exclusively   Media Tracking and Tags ●       Over 55% are still using media or conversion tracking tags Forms ●       6.8% are using a form that isn't HIPAA compliant ●       6.8% are using Gravity Forms, but may not be using the HIPAA-compliant version   Privacy-Forward Solutions ●       1.7% have Freshpaint on their website ●       2.5% use Piwik Pro ●       2.5% use sGTM   While these numbers illustrate that many providers and payers have taken the first steps toward privacy-forward, compliant analytics and tracking solutions, there is still so much room for improvement. As we begin to see more enforcements related to HIPAA compliance,   HHS's restructuring to focus on enforcement: https://www.hhs.gov/about/news/2023/02/27/hhs-announces-new-divisions-within-office-civil-rights-better-address-growing-need-enforcement-recent-years.html   Connect with Jenny: https://www.linkedin.com/in/jennybristow/

Picture this: ●       You lack helpful reporting or real-time insights ●       Your website has a clunky patient interface ●       You don't utilize personas or data driven media targeting ●       You find yourself reacting rather than proactively planning   If you can relate to any of these statements, your organization is in need of digital glow-up. In this week's episode, Jenny outlines a realistic three-year roadmap to become digitally sophisticated within your marketing organization.   Year 1 - Build the Foundation Create or revisit your organization's messaging and personas. Make a measurement plan. Figure out what metrics your need to see to know if your plan is working. Build a conversion-oriented media plan that's HIPAA compliant. Invest in local marketing optimizations. Set up user journey tracking on your website to better understand user flow Measure, measure, measure!   Year 2 - Get a Bit More Sophisticated Begin to make website updates based on insights from user journey mapping. Pick a CRM to implement and begin website integration. Continue to push conversion-oriented media, but add in some brand-building media.   Year 3 - Fine-Tune with More Data! Get even more sophisticated, now that your new website and CRM are rocking and rolling. Focus on user journey nurturing (including current patients) within CRM Execute a broader media play, with awareness through conversion tactics   Connect with Jenny: https://www.linkedin.com/in/jennybristow/

When it comes to payor marketing, or marketing for insurance companies, planning for the year falls into two primary periods of the year: your open enrollment/AEP period and the off-season.   In this week's podcast, our CEO Jenny Bristow breaks down how to plan your marketing efforts for these two stages of the year to maximize marketing success:   Always On During your slow time of year Focus on brand awareness efforts for paid media, some acquisition (don't go dark!) Now is a great time to do website updates/redo Ensure measurement plans and dashboards are in a good place (including patient privacy clean-up work) Integrate new tools, like CRM, email marketing, etc. Put some time toward persona development and user journey optimization Roll out and test content marketing strategies   Open Enrollment & AEP During your busiest season Ramp up your conversion-oriented media programs Limit website changes, testing and tracking programs only Test persona-based messaging and optimize, optimize, optimize! Implement the right marketing tactics at the appropriate time of year to leverage both stages of the payor marketing year. Connect with Jenny: https://www.linkedin.com/in/jennybristow/ https://calendly.com/jennybristow 

In this week's episode, Jenny compares the two primary types of marketing agencies: brand agencies and performance agencies. Brand agencies are focused on big-picture, brand awareness efforts to make sure your brand is well known. Performance agencies, like Hedy & Hopp, focus on the finer details to make sure campaigns are driving strong results. There are three aspects to consider when considering working with a brand or performance agency:   Campaign Strategy A brand agency will focus on awareness tactics, like TV and programmatic, to make sure your brand is well known. On the other hand, campaigns from a brand agency will be specific and conversion-focused. Performance agencies may work to develop specific personas to make sure your brand's message is effectively reaching the right audience.  Reporting Specificity With a brand agency, don't expect a lot of detail when it comes to reporting. Brand agencies aren't necessarily results-focused, whereas performance agencies are. Performance agencies produce robust reporting, measured all the way to conversion, with a heavy focus on ROI. Performance agency reporting can get very granular to let you know what's working and how campaign performance can be optimized for even better results.Technical Ability Simply put, brand agencies may have gaps when it comes to technical knowledge. Since brand agency campaigns emphasize brand awareness, they aren't built to know everything about website conversion tracking or how a website tool works, whereas a performance agency is.   Both brand and performance agencies have specific strengths to consider before working with them. While H&H primarily operates as a performance agency, we do have team members from brand agency backgrounds to fulfill your organization's brand awareness needs, too.   Connect with Jenny: https://www.linkedin.com/in/jennybristow/ https://calendly.com/jennybristow

In today's episode, Jenny shares her top four tips for marketing on a budget. The vast majority of folks in the healthcare space operate on a smaller budget, and Jenny shares the following tips for maximizing marketing performance when budgets are tight:   Know your audience. Who are you marketing to? Develop and understand personas around your target audience, so that you know you're effectively reaching them. Create an annual plan. Rather than playing catch up or trying to squeeze a lot of results into a smaller time frame, create an annual plan that maximizes your budget throughout the year to drive consistent results and growth. You are a bottom funnel marketer! Be sure to target people who are actively looking for the services you offer and are actively seeking a solution to their problem. Be sure to leverage Google Grants if you are a nonprofit. Build a measurement plan and dashboard. Make sure you understand your marketing performance and results. Track all key actions on your website, so that you can effectively optimize performance for prospective customers.   This episode is worth the listen, as Jenny shares all the details marketers need to know when marketing on a budget.   Connect with Jenny:  https://www.linkedin.com/in/jennybristow/

On this week's episode of "We Are, Marketing Happy," our CEO & Founder, Jenny Bristow, speaks on a topic that's been brought to light on a lot of our calls with clients and prospects recently - competitive insights. With the new fiscal year creeping around the corner for many, it's crunch time to deep dive into competitive intelligence. We're talking about more than just keeping pace; understanding your competitors' approach to marketing helps you fine tune yours. Tune in for actionable insights on how to tackle this item on your to-do list!

Welcome to this episode of "We Are, Marketing Happy," the podcast that brings joy to healthcare marketing. Today, our host, CEO, and founder Jenny Bristow, dissects a topic that's stirring up the digital marketing world alongside Mark Brandes, Hedy & Hopp's head of all things analytics and decision science.  This episode sheds light on the mixed feelings surrounding GA4, digging into its challenges and revealing how to harness its full potential. Jenny and Mark go beyond critique, offering practical advice for organizations deeply invested in GA4. Whether you're grappling with catch-all tracking, seeking clarity on website performance, or looking to beautify your data analysis with Looker Studio dashboards, this episode is packed with actionable solutions. Join us as we transform technical hurdles into opportunities for joy and insight, ensuring your marketing efforts are both happy and effective. Episode Highlights: [0:45] - Introduction to GA4's Mixed Reception: Insights into the digital marketing community's varied reactions to Google Analytics 4. [1:20] - The Challenge with GA4: Mark and Jenny discuss the steep learning curve and common frustrations with the new platform. [2:55] - Embracing Measurement Planning: Highlighting the importance of a well-crafted measurement plan for accurate data analysis in healthcare marketing. [4:10] - Implementing Dashboards for Better Analytics: How custom dashboards can make data from GA4 more accessible and actionable. [6:00] - The Future of Healthcare Marketing with GA4: Optimizing Google Analytics 4 for enhanced decision-making in healthcare marketing. [7:30] - Practical Tips for GA4 Transition: Jenny and Mark offer advice for organizations adapting to Google Analytics 4, focusing on setup and tracking strategies. Connect with Jenny Connect with Mark Check out more about how Hedy & Hopp can help you do more with your data!

In this week's episode of “We Are Marketing Happy,” we explore the dynamic world of healthcare marketing and the impact of COVID-19 on physician referrals. Our host Jenny Bristow, CEO and founder of Hedy & Hopp, discusses the shifts and trends in healthcare systems' marketing strategies with Lindsey Brown, our esteemed Director of Digital Activation. Together, they delve into the nuances of referral marketing in a post-pandemic landscape, offering invaluable insights for healthcare marketers looking to enhance their referral processes and improve patient care through strategic marketing. Connect with Jenny Connect with Lindsey