We are so excited to be back to weekly episodes for our We Are, Marketing Happy podcast!
Today, we introduce you to Hedy and Hopp’s 2023 Artist In Residence, Lauren Younge. As AIR, Lauren’s art will be featured on our website, podcast, social media, and more!
Jenny and Lauren discuss her beginnings as a young artist, what inspires her work, how Covid changed her approach to creating, and steps that she took to take her art from a hobby to the professional level. Lauren also talks about creating an effective social media presence, including her fantastic IG content, and details on her next solo show coming up just days from now!
Come see Lauren’s work in person, January 20th – March 20th 2023 at Center of Creative Arts (COCA)
Follow Lauren Younge on Instagram
Connect with Jenny on LinkedIn https://www.linkedin.com/in/jennybristow/
Not in a place to watch a video or listen to audio? Read the interview below:
Jenny: [00:00:00] Hi, I’m Jenny Bristow and I’m the CEO and founder of Hedy & 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!
Hey friends. Welcome to today’s episode of We Are, Marketing Happy, a Healthcare Marketing Podcast. I am super excited. Today we have Lauren Younge. Lauren is Hedy & Hopp’s 2023 Artist in Residence. So welcome Lauren.
LaurenYounge: Thank you, Jenny. Hi everyone. I’m glad to be here today.
Jenny: Well, I am just so in love with your art and your personality that shines through your work. So I was thrilled when you agreed to be our artist of the year.
I’d love to start off a little bit, just talking about your background. Just tell folks who you are.
LaurenYounge: Sure. Well, I’m Lauren Younge. I am a St. Louis born and raised artist. I still reside in the St. Louis area. So, whoop, whoop to 314!
Just a little bit of my creative background. I have always been a creative person. I think I really owe it to my mom who was always putting me in camps and classes when I was not school. Even if it wasn’t art related, I’ve just always been busy if I was not in school. So, thanks mom.
I guess elementary school is where I would say I really learned that art was my favorite class and I couldn’t wait to be in an art room.
And that love for art just kind of grew, grew, and grew. I’ve attended school in the Ladue school district, so if you all are familiar with the area, I think it’s a still a very great school district to be a part of in the arts. We’re definitely always supported. So I am grateful that that is kind of the experience I was able to have while [00:02:00] growing up because I do believe that’s why I can still consider myself an artist today.
But yeah, I keep, you want me to keep going?
Jenny: Yeah. Tell me more about how you got back into art professionally. I think it’s so interesting. It’s a story that I’ve heard quite a bit actually talking to artists all over the country. So tell us about your trajectory there.
LaurenYounge: Sure. My background is art education, taught for a few years here in the St. Louis area right after undergrad. And while I was teaching, I did continue to create, but I kind of paused and my art kind of started to feel like it was an in a hobby phase and I wasn’t actually, it sounds silly to say as an artist, I wasn’t making time to create, but that is the actual truth. It was hard to create at that point in life.
So I paused and then I took, I would say about a two year hiatus of painting. Still had all of my supplies, but I just was not creating. I wasn’t really motivated in that moment, but then covid. I guess I kind of have [00:03:00] a, positive, I can see a positive from all of the not so great things that Covid brought society.
But I, like many others, was not working as much. We weren’t leaving the house. I was stuck in the house and I had all my art supplies and I was like, it’s time. Let’s kind of turn this negative that we are all facing into a positive. And so I pulled back out all my supplies. I started creating and posting more on Instagram.
I even took a few classes that were all virtual, of course, but as ways to just kind of build on my craft, I learned things like varnishing a canvas. I had no idea even what that was and how you do it. But now I do. And now if you purchase a painting for me or see my work, it’s sealed forever and it will always be shining and gorgeous.
So that’s a cool thing I learned during Covid. But yeah, through Covid or during Covid, I started essentially creating again. I got an LLC. I’m officially Lauren Younge [00:04:00] Fine Art, and so since then I have just been doing everything I can to better my craft and get my name out there, if you will.
Jenny: Talk a little bit about what drives your creative style, because I know every time I see a piece of your art, I feel happiness. And that’s the reason the team at Hedy & Hopp selected you as our Artist in Residence for this year because that is part of who we are as an organization. So what leads you to create art that makes people feel that way, or what’s the force behind that?
LaurenYounge: So when I am creating, I would say I am inspired by my life. Like when, after a painting session, I can honestly say I feel better. And so with my art, like you said, I am hoping that you’re, my color choices is, or maybe you’re moved by my brushstroke. But definitely my color choice is I’m hoping that I am brightening the viewer’s day or maybe having them have happy thoughts or maybe the piece that they’re looking at makes them think of a memory from their past [00:05:00] that can make their heart warm.
That is always my hope with my work. I’m never planning much of anything in my creative process. I always say that I kind of vibe out and cool things happen, and I mean, that is the literal depiction of all of my work. But yes, I’m inspired by life. I’m an emotional person. So that, I guess that makes sense that I’m an emotional artist, so when you’re looking at my work, like all of my thoughts and feelings on a canvas.
Jenny: Well, it’s a beautiful view into the joy of how you are as a human being. So thank you for that.
LaurenYounge: Thank you.
Jenny: Talk to me about your social media. I love your Instagram, the way that you record sessions as you’re creating. What inspires you or what’s the inspiration behind the content you post?
LaurenYounge: So yes. It’s 2022, almost 2023. You have to have a social media presence. So I will admit, I have a hate/love relationship with Instagram, but [00:06:00] you gotta post and so I’m posting so people are one inspired, maybe they need a little dose of art in their life for fellow creative who maybe are looking for ideas or they need advice.
That might be a strong word, but just like creative. I’m posting to give little bits and pieces on that as well. Cause I know during the early phase, I guess we’ll say of me starting to post as much and create as much, I was kind of finding people on Instagram that had a similar style. And not to copy, but just to figure out, hmm, like how are you, how are you making your colors pop?
How do you work so big? You know what paint, that was a huge thing. Also, what’s supplies you use to make your work look like it does? So I do try to share that as I can. I have a fake social media staff. They’re just friends. But I call them my social media team. I have been told I need to do more, so I will try, but I’m doing the best I can because now reels are what you have to post.
And so when you look at [00:07:00] my content, hopefully you’re loving the color I’m posting. And then maybe you also like the song that goes with the little time lapse video too.
Jenny: It keeps getting more and more complex with social, don’t they? They
It’s a moving target. Big news for you as far as maybe not having as much time to post is you have a solo art show in January.
I’m so excited for you tell all of our listeners all about it.
LaurenYounge: Yes. So in January, January 20th, to be specific, I will have a solo show at, um, the Center of Creative Arts, COCA for short. It’s not my first solo show. This is I think my fourth, but it’s the first one in such a traditional like gallery space, like where I’m working with our curator, that’s new for me.
So more wall space that I think I’ve had before to cover. So just a little snippet of what that is about. Show [00:08:00] is called Breathe. And so the tagline for it is a moment of gratitude and rest. And so of course I’m still giving you lots of color. I have larger scale pieces than I usually work with, which is always exciting.
But the point of this is, I’ve just become very aware of the fact that I have to actively make myself take a moment to pause, to find things, focus on things that I’m grateful for, and just kind of focus on the, the positives that are going on in life so that, so that I have a good day. So it kind of changes my mindset.
And so if you come, you’ll get to see the work, but then there are also is an interactive piece to the show as well. So I am looking forward to that. So that is January 20th. That, that’s the opening reception from like seven to nine, I think.
Jenny: And then how long will your show be available for people to go see?
LaurenYounge: Yes. January 20th to March 12th, I believe. Okay.
Jenny: Perfect. Well, Lauren, it [00:09:00] is such a joy to have you as our artist of the year. Tthank you for all of the listeners. I’m gonna put links to not only Lauren’s website, but also all of her social media channels, so you can see the really great reels on Insta.
And then I’ll also include a link to her art show and hopefully we’ll see you there in person, but do go and check out all of Hedy & Hopp’s updated social media and website assets because they all will feature Lauren’s art through 2023.
So thank you again, Lauren, and look forward to a fun year with you.
LaurenYounge: Thank you so much, Jenny.
We had a busy fall attending SHSMD, HCIC and SMASH – our first in-person events since COVID. While marketing dashboards are always a hot topic, it seemed like everyone was excited to hear more about what is possible, see examples of custom dashboards, and talk about their tracking initiatives for next year.
If you’re planning on enhancing your marketing tracking game in 2023, here are some examples of custom dashboards we created for clients this year.
Location-Specific Marketing Drilldown:
If you’re promoting multiple locations or service lines, it is helpful to integrate all data into one master dashboard so you can drill down as needed.
For this dashboard, we created an Executive Summary tab that outlines the performance in totality, and the client can drill down per location using the tabs on the left. A simple “download PDF” function allows their internal team to quickly generate reports for each location, saving hours (and hours) of what was once manual work.
HR Marketing Tracker:
Many of our provider clients use our marketing expertise not only to drive patient volumes, but also to fill difficult-to-hire positions. HR as an extension of marketing is happening quickly, and tracking campaigns from ad spend to hire is important to show value.
This dashboard integrates all marketing campaigns (Indeed, Glassdoor, Facebook, Display/Retargeting, etc) and syncs directly with Oracle, allowing the client to understand how much each interview and hire cost in terms of marketing dollars.
Fully-Integrated Marketing ROI Tracker
Both of these dashboards are fully-integrated marketing ROI trackers, meaning they not only integrate all dollars spent but also leverage form, chat, and call tracking to ensure each conversion is properly attributed:
Team Alignment Dashboard
Sometimes, your entire team needs to focus on ONE goal. That is the purpose of this dashboard, where the entire team was focused on improving the conversion rate of a specific form on their website:
Our team has built specific trackers to bring a team’s goal to life often. It’s a great way to align teams, especially in a virtual environment.
Do you have a specific dashboard or tracking issue you’re tackling in 2023? Reach out, we’d love to chat.
Artificial Intelligence copywriting has been gaining a lot of steam lately….but is it any good? And, should we all be using it?
Our team dug in and began playing with a tool called Jasper. With a few simple prompts, the tool wrote the following (including the “this content was written by” prompt, which is pretty funny):
AI copywriting has grown in popularity in the last few years. Is it right for healthcare marketing?
AI copywriting has the potential to revolutionize healthcare marketing. It’s a fast and cost-effective solution that can provide personalized content in an automated way. Plus, AI-powered copywriting tools can quickly generate ideas for campaigns and understand user intent to ensure your message is reaching its target audience. However, when it comes to healthcare, there are some important considerations to keep in mind before diving into this technology.
For one thing, AI copywriting should never be used as a replacement for human involvement in crafting healthcare messages. AI cannot accurately capture nuanced language or emotional connections that are essential for creating compelling stories about health conditions and treatments. Additionally, understanding cultural contexts is crucial for any communications related to healthcare, so relying solely on artificial intelligence could be a mistake.
Copywriting with AI has become popular in recent years – but is it right for healthcare marketing? There are some things to consider before diving in, like the importance of human involvement and cultural context. However, one advantage of using AI is that it can quickly generate ideas for campaigns and understand user intent. So if you’re looking to create compelling healthcare messages, this technology could be a useful tool!
At the end of the day, healthcare marketing requires careful consideration about how and when to use AI copywriting. It can be an incredibly useful tool for streamlining some aspects of marketing strategy, but it’s important to remember that human insight is vital for crafting effective messaging. With thoughtful planning and execution, AI copywriting can help you create an engaging and impactful healthcare marketing plan.
*This content was written by a professional writer who specializes in AI copywriting.*
We admit it’s a little jarring to think about bots creating content for humans. The technology might be there, but do we want to be?
Have you begun playing around with AI Copywriting? If not, it may be time to learn the basics.
This month, Hedy & Hopp turned 7 years old.
My youngest son is also 7, which is a stark reminder that I was crazy and started a new business with a 5 year old and 11-month old at home. 🤯
(I don’t know how I did it either!)
The cute little babies are now adorable young men (sharing photo proof of all three of my boys so none of them get mad at me 🤣):
And, my business has grown just as much in the past 7 years.
A few highlights:
We have grown SO MUCH in the past 7 years. I’m so proud of the team, our clients, and the beautiful culture we have all created in our work lives.
Thanks for coming along for the ride! The next 7 years are going to be even more fun.
You’ve seen the beautiful artwork on Hedy and 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 Artist In Residence for 2022 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. The 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 and 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 and Hopp choose the Artist In Residence for 2023. See the link below the video.
Watch their discussion below or listen to the podcast, We Are Marketing Happy – A Healthcare Marketing Podcast.
Other Links and Resources
Connect with Jessica on Instagram: https://www.instagram.com/jessica_hitchcock/
Connect with Jenny on LinkedIn: https://www.linkedin.com/in/jennybristow/
Submit an Artist for consideration for 2023: https://forms.gle/yxdcUBYAcRzvWkJZ6
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Full Transcript:
Jenny: [00:00:00] Hi friends. Welcome to today’s episode of We Are Marketing Happy, a Healthcare Marketing podcast. I’m Jenny Bristow. I’m the CEO and owner of Heddy & Hop, and I am so excited for today’s guest. We have Hedy & Hopp’s Artist in Residence, Jessica Hitchcock. Our Artist in Residence program is something that we started this year along with our rebrand.
And it’s something that’s really near and dear to the hearts of all of the Hedy & Hop team members. And I’m just so excited to have you on today, Jessica, to talk a little bit about your background.
JESSICA: Well, thanks so much for having me. I’m excited.
Jenny: So I’d love to get started to have you just tell our listeners a little bit about your career in art.
How did you get started? How did you find that courage to really prioritize your passion and talk about the art show that you just had that [00:01:00] was so amazing.
JESSICA: Yes. So when it comes to like my background and history, really, I mean, I started painting back in high school and I really enjoyed it and really took to it, but I ended up going to college and got a business degree, so Bachelor’s of Business Administration.
So I really enjoyed business and accounting and bookkeeping, which I know is completely polar opposites. But I went into that field and I loved the arts. So I thought that I could marry my two passions of doing bookkeeping and financials for an arts organization, which was perfect.
So here in St. Louis, I became the Director of Finance and Human Resources for and our organization here. Very wonderful and fulfilling. And I don’t know if it was just the buzz of being around a lot of local artists and all of their creativity, but it got me back into painting. So then just for fun on the side, I started painting again and enjoying it.
And it’s just funny how it naturally involved into a side hustle. So, I had my nine [00:02:00] to five and eventually, in the mornings before work, I would wake up at four and paint. I would do commissions and different collections. And then after work I would be painting as well and fulfilling all of that.
So it just naturally grew. And that was in 2015 when I really started painting again. And it just kind of grew eventually into a second full-time job, which was wonderful. And I mean, I think that also that the side hustle, that grit, there’s a lot of people out there that have those side hustles.
It’s a lot of work and and to have that support from people is really amazing. So it was around 2017, I thought, well maybe, this would be a great fulltime career, but I’m a financial person, so I’m crunching the numbers and I’m thinking to myself it’ll be sustainable. Maybe in about two years we’ll take a look.
So in February, 2019, I left my full-time nine to five, and I transitioned to a full-time artist. So that’s where I’m at with when it comes to the painting.
And then over the next year after that, like around 2020, there were a lot of artists that wanted [00:03:00] to learn how to create a sustainable art business.
Not just learn how to paint, because a lot of these artists already knew how to paint and were phenomenal artists. They just wanted to learn maybe the marketing or the financials or really just how to pretty much take their artwork off the easel and put it out into the world. And so that was just another fulfilling piece was coaching artists and mentoring them on how to do that and seeing them flourish and learn things that I enjoy and that comes so easy to me.
And just seeing them pick up on it and just seeing where they go in their art careers has been really fulfilling. So it’s kind of like another double whammy of meshing those two loves of business and art.
Jenny: Yeah, it’s so beautiful. And I’ll tell you that the way that I found you originally was through Instagram.
You are very strong in social media usage. I was immediately a fan of your art, but then also your message around really empowering people to be able to, [00:04:00] bring their art more into the front of their life versus something that had to be done on nights and weekends. So it’s a really beautiful message.
JESSICA: Oh, well thank you very much. Yeah. I mean, and I think that a lot of artists, we don’t hear that enough of just the empowerment, and I hate this saying, the starving artist. I just always wanna get away from that and like, not throw that out there. Cause I feel like that’s an identity that we carry with us when we keep throwing that out there and it’s like, it does, we don’t have to be starving artists.
We can really create a very sustainable and lucrative art business, I mean, it’s a real thing. So being able to share that with artists and really empower them means a lot to me.
Jenny: I love it. Well, I wanna talk a little bit about our Artist and Residence program. The reason why we created it, and we’re so proud to have you as our inaugural artist, but we created the Artist and Residence Program because, as an organization, one of our core values is really understanding that the [00:05:00] work that we do is really important and we’re very passionate about improving patients access to care.
But at the end of the day, we’re all so much larger than our jobs. We’re so much larger than our job titles or our salaries even that we make for our positions. We’re whole people. And so we thought the Artist in Residence program would be a really great way to be able to serve a dual purpose, not only to be able to have beautiful art to be able to incorporate into our social media profiles, our podcast art (anybody listening to or watching this podcast right now, it’s Jessica’s Art that is featured for our episode titles). You’re all over our website. We have an Artist in Residence page that highlights you. And so in addition to being able to kind of have that physical reminder of seeing the art, it’s also an opportunity to be able to provide a small financial stipend to an artist to allow them more time to create art and do the things they’re passionate [00:06:00] about and relieve just a little bit of that financial pressure.
So one thing I’d love to hear from you, because right now our applications are open for 2023 Artists, I’d love to hear from you is any advice or guidance to artists that might be thinking about applying or anything that maybe you got out of the participation in relationship this year, I would just love some candid feedback from you.
JESSICA: Yes. It’s wonderful that you all do this and your organization does this. First of all, I just wanted to commend you on that because it really does feel good, especially when you create an art business, to be able to collaborate with people that share the same values and beliefs that you have.
So just being in, collaborating with all of you on how you empower artists and, just the positivity and sharing the joy and really supporting artists an having that message, it’s just what you do is wonderful and it’s just a joy to collaborate with you. Just to be able to share the same values is really great.
The [00:07:00] collaboration has just been wonderful. Your team is great. I was very honored to be able to meet them in person and just, they’re also. I don’t know, like vivacious, I can’t think of the right word right now, but they’re all just wonderful people. So just again, being part of your organization in that way and part of your mission is just incredible.
So being able to have the colorful, joyful paintings kind of spread this positive message and positive air throughout the website and the podcast images and in all of these things it has been really great to be able to meet all of you and be part of your mission as well and financially, the fact that you all, you, it’s just wonderful to see other organizations that find value in artists. So the fact that you all financially support the artists as well, your artists and residents on a month to month basis, everything throughout a year is just really, it means a lot and it really shows a lot of who you are as an organization and [00:08:00] what you value.
So the collaboration’s just been wonderful and seeing all the all the wonderful colorful images just pop up and just how you’ve incorporated that into your brand is really beautiful. So I’m just really honored and and some advice for artists. I mean, it really comes down to having the courage to really share your artwork, to share your vision and your mission and and what lights you up sometimes.
I know that sharing artwork is very, it can be intimidating because it’s an extension of ourselves and and it seems very personal, of course, when we create our artwork. And so to be able to show up even on social media, it’s a lot. It takes a lot. So really just encouraging artists to continue to share their artwork and not just leave these beautiful paintings on an easel or hanging in a studio to really put them out into the world to push you to have that courage to do that. Because like you mentioned, that’s how you came across me on Instagram and it really took many years of courage to show up and share what I’m creating, even [00:09:00] though it’s, it’s very intimidating, but but good things can really come out of it.
So being able to take that first leap and that first step can really create a lot of momentum and a lot of great things.
Jenny: It can. So, for anybody who’s listening, who is interested, either if you are an artist or if you know of an artist and have somebody that you’re a big fan of, I’m gonna put a link to the Artist in Residence Nomination form.
It is super simple. We don’t need you to write a novel. We really are just looking for the artist’s name and social media handles. So share it with us. We’re going to be making our decision mid-December. And reaching out to the artist to be able to solidify our 2023 artist. One thing I wanted to note before we wrap Jessica, is I wanted to just comment on what a rockstar you are for being on the podcast today.
Jessica had a baby, her first baby, a daughter, Florence, last week! So you’re a Wonder woman Jessica! [00:10:00]
JESSICA: Thanks. Today is her one week birthday . So exactly one week ago. Even though I look like this, I did put on makeup today, so I feel pretty, so I feel really good, but I thought it was important to still show up and and to be live and real and that it’s not always…I was up very late last night. But to show that, I mean, it’s very real, like we can show up as we are and still share a wonderful message. And, it doesn’t always have to be Instagrammable or have a beautiful filter in order to have something impactful and meaningful in this world.
Jenny: Oh, I love it. It’s such, such a perfect message. Well, Jessica, I’m gonna link to your social media profiles in this show note so everybody can follow your art and reach out to you. What’s your plans for coaching of artists through the end of this year and early next year? If somebody’s interested in being coached, should they just reach out through your Instagram account?
What would you [00:11:00] prefer?
JESSICA: Yes. So currently everything’s wrapped up for the year. I do have one coaching client that I’m just wrapping up here for the month of December. I will be accepting clients again. It looks like they will be starting again in February, so anytime between now and December at this point, if they wanna reach out through Instagram, would be perfect.
I will have an area on my website here within the next month that shares more about what’s integrated, what’s incorporated in the coaching. It’s a 90 day coaching and mentoring experience. So, I’ll have more information on that on my website. But yes, if they wanna just show up in my direct messages on Instagram and learn a little more and just chat, that would be absolutely perfect.
Jenny: Well, Jessica, it has been a joy sharing this year with you, and I can’t wait to continue to stay in touch over time. Thank you.
JESSICA: Likewise. Thanks again for this opportunity. It’s been great. Jenny: Of course. Well, thank you everybody for tuning in. We hope to see you on our next episode of We Are, Marketing Happy.
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:
Watch their discussion below or listen to the podcast, We Are Marketing Happy – A Healthcare Marketing Podcast.
Other Links and Resources
Connect with Deb on LinkedIn: https://www.linkedin.com/in/debnevins/
Connect with Jenny on LinkedIn: https://www.linkedin.com/in/jennybristow/
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Full Transcript:
Jenny: [00:00:00] Hi, I’m Jenny Bristow and I’m the CEO and founder of Hedy & 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!
Hi friends. Welcome to this week’s episode of We Are, Marketing Happy. I’m super excited that this week we are joined by Deb Nevins. She is EVP of customer strategy for POCN.
So Deb, first of all, thank you so much for joining us today and I’d love to get started. If you could just tell our listeners a little bit about POCN and the organization’s background.
DEB: Okay, great. Hi Jenny. Thanks for having me here. So POCN is Point Of Care Network and it’s a platform focused on helping [00:01:00] NPs and PAs practice at the top of their medical license. So we were started back in 2014 really to support the NPs and PAs, and we’ve done a lot of things over the last eight years that really help them accomplish the goals that they need to accomplish.
So we have educational opportunities available to them, mentoring career opportunities. We partner with the AANP and the APA. During covid, we had content on our sites from the CDC. So we’ve really done a lot to try to help NPs and PAs practice at the top of their license. And we also host America’s Top NP in America’s Top PA for five years running now.
So that’s a really great opportunity for them to showcase each other and how they’re doing in their profession.
Jenny: So I poked around a little bit on the website and there’s a lot of content, the continuing education credits. There’s a lot of value given there to this audience. Let’s talk about it though, through the lens of a marketer, because that’s, you know, how we’re approaching this [00:02:00] conversation today.
What value is there to marketers in the healthcare space, specifically in life sciences, to really be thinking about targeting NPs and PAs?
DEB: That’s a great question. And so, you know, one side of our business is all about supporting the NPs and PAs and in doing that, we’ve been able to create the other side of our business, which is really supporting life sciences as they try to engage with the NPs and PAs.
And so over the course of the last, it’s been going on for a long time, but the last eight years, specifically as we’ve been gathering this data, you know, NPs and PAs are taking a, a much larger role in care of patient. They account for a third of all prescribing clinicians in America. Right now, there’s over 513,000 of them, and they all have NPI numbers and they’re all able to write in all 50 states and the District of Columbia.
So they are writing scripts, and our data actually shows that greater than 30% in some cases of the MBX and TRX are coming from [00:03:00] NPs and PAs. So, you know, really an important audience across all therapeutic areas to be considering if you’re not already.
Jenny: Absolutely. So if you’re a marketer and you’re doing some HCP marketing, how would your messaging or targeting change if you’re wanting to loop in this audience?
DEB: There’s a couple things you can do. I mean, one, obviously they’re engaged across multiple platforms, right? But what we would say, or what I would say is you need to be intentional in how you think about engaging with your NPs and PAs, right? They, they want the same clinical message that you’re giving to the MDs, right?
But then they want it a little bit more holistically. They think different about their patients. They get to know their patients, they know their families, they know their lives. They’re thinking about, you know, how is this medicine gonna impact my patient? What are the cost implications that I have to be concerned about?
And these are things that we would say to marketers, Make sure you include that, right? You don’t have to necessarily [00:04:00] change that scientific clinical message, right? They want that education too, but you’re gonna have to broaden it a little bit to make it so that they know not only the the why about the medicine, why their patients should be on it, but then how it’s gonna impact them.
Jenny: Yeah, absolutely. That’s an excellent point. Let’s shift topics a little bit. I wanna talk a little bit about NP and PA recruitment because we do tons of marketing for healthcare organizations across the country and I feel like it’s a pendulum. We’re either helping them with patient acquisition campaigns or we’re helping them recruit difficult to fill positions and nursing positions throughout their career in different tenure levels.
These are some of the most difficult to fill positions for all organizations across the country. What advice would you give to organizations that are trying to recruit NPs and PAs today?
DEB: So I would say there, there’s lots of places you can go to look for them, right? And they’re very eager to learn. And, and most NPs and PAs don’t come out of school [00:05:00] with some specialty.
Right. And, and they do move around, but they don’t move around at crazy rates. What they’re doing is they’re finding something they like and then they’re moving from one institution to another. They might be in an academic setting and then they decide they wanna go to a community setting for a little while or vice versa, right?
So an academic setting is gonna be much more regimented. A community setting is gonna be a little bit more opportunity to be autonomous. And so I would say there’s platforms out there like ours, we have career opportunities that we post on our site. But there’s platforms out there where they can find specific NPs and PAs right?
They can also go to the ANP or the AAP every year. They have their annual meetings. They’re always doing recruiting at those meetings. So there’s lots of ways that you can engage them, but remember, they are on a mission to continuously learn. Not only do they have to have those continuing education [00:06:00] credits but they also are eager to learn. And the ones that I’ve talked to, they’re excited to have the opportunity to continue to evolve themselves.
So I think that’s really good way that, just to think about where am I looking for them? What type of employee am I looking for? Do I want somebody I can put in an academic setting that’s been in community for a while or vice versa?
They’ve been in academic, I wanna give ’em an opportunity in community.
Jenny: That’s a really great point. We had a client, it was about a year ago. They were trying to bring in hundreds of nurses. It was a really large healthcare system, lots of locations across the country. And we pushed back because a lot of their messaging was around hiring bonuses.
And so we pushed back and said, Is that really what they care about? And so we actually went and we did a lot of research looking at what all the competitors in each of the geographies were promoting. We made a list of all of the key call to actions. Made a list of everything that this employer could offer and then we tested and some of the most effective called actions had nothing to do [00:07:00] with compensation.
It was like you’re saying much more around opportunity to grow, opportunity to be, you know, within a certain specialty area or within a certain sort of culture for their organization. So I think really peeling that level back and not making assumption that it’s all about compensation is a really good.
DEB: I think it’s more about quality of life and also being noticed. And, I can tell you, you know, one of the things that we’ve heard over and over and, and we recommend colleague to colleague or peer to peer type of engagements, right? Where you have an NP speaking to an NP group, whether it’s a dinner meeting or webinar or anything like that, because they wanna have the opportunities to stand up and, and speak up and, and they want to be in front of their peers and they actually, when they get those opportunities, they share those things. So it’s a much more community type feeling. I don’t feel like they’re as much of a eog eat dog kind of thing, right? They’re more of like, how do we lift each other up?
Jenny: Yep. I completely agree.
It’s a really wonderful thing about the [00:08:00] healthcare sector overall. Well, Deb, thank you so much for being on the episode today. I am going to link to not only pocn.com, but also your LinkedIn profile, so if anybody’s interested in reaching out to you and learning more, they can reach out. So thank you again for being on.
DEB: Thanks, Jenny. Appreciate it.
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, our very own Senior Digital Producer, Suzie Schmitt.
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, just how important ratings and reviews can be, and so much more.
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!
Watch their discussion below or listen to the podcast, We Are Marketing Happy – A Healthcare Marketing Podcast.
Other Links and Resources
Connect with Suzie on LinkedIn: https://www.linkedin.com/in/suzie-schmitt/
Connect with Jenny on LinkedIn: https://www.linkedin.com/in/jennybristow/
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Full Transcript:
JENNY: [00:00:00] Hi friends. Welcome to this week’s episode of We Are, Marketing Happy, a healthcare marketing podcast. I’m Jenny Bristow and I’m so excited to have with me today Suzie Schmitt. She is a Senior Digital Producer here at H&H and I’m so excited to have her on.
Today we’re gonna be diving in and talking about search engine optimization and Google My Business or Google places through the lens of healthcare and all of our healthcare providers we work with.
So, Suzie, to start out, I’d love to have you provide a little bit of context and understanding. We have a lot of providers, hospital systems, etc, that come to us and they’re trying to understand how much energy or effort they should put into search engine optimization.
So can you give us some context about where it lies and kind of the value for patients that SEO provides?
Suzie: For sure. So SEO for Healthcare provides a really unique opportunity because it lets providers meet their [00:01:00] prospective patients where they’re searching on the internet. So whether or not that’s something that the provider would call that service, or it’s something that might be a little mislabeled, it’s a great way for everybody to get connected for providing the services they need.
JENNY: Yeah. Let’s talk about that phrase a little bit – “whether it’s something that is mislabeled.”
We had a client a couple of years ago, and they had a policy where within their hospital system, the service lead or department lead had to approve all website content changes that were push live.
And I will never forget the head of cardiology being so mad that we were using the phrase heart health and heart doctor. He was so angry. He was like, that’s not what it’s called. It’s cardiology. Well, maybe to you Doctor, but to an average patient, we have to really understand the keyword that they’re using.
So what process do you go through when we start working with a provider and let’s say they have a couple of specific service lines they [00:02:00] want to promote. What’s a process that you would go through to help them understand what patients are actually searching?
Suzie: So we always start with keyword research, which is where we start with the seed keywords that the provider gives us.
And then from there we find all of the other different versions and variations that the actual patients are searching. And a lot of times they are not what the doctors would describe them as. But it’s really important because these are people who are searching for care and they’re searching for what they know.
And it’s especially, it’s more prominent with patients who need care the most. Since a lot of the communities that have less access to care, they also tend to have a lower level of health literacy. So in a lot of situations, we need to meet them with what they’re searching and serve them the proper results and kind of help educate them along the.
JENNY: Yeah, that’s an excellent point. I mean, one thing that we’ve worked with a lot of clients on, for example, is really understanding the difference between desktop optimization versus mobile [00:03:00] optimization when it comes to site speed. And that’s something I know we talk a lot about – content. Now we’re thinking about seo, but site architecture changes are really where you and your team spend a lot of time.
So let’s talk about that a little bit. If you’re thinking about, you know, those most fragile communities, those that really need access to care, where should mobile optimization be as far as prioritization?
Suzie: Yeah, so another huge part of this is within Google My Business, because a lot of these people, one, they either don’t have a computer, so they only have access to cell cell phones, and they also tend to, we’re seeing a huge increase in zero click conversions, so people who never leave the search engine results page.
So they’re seeing that listing, they’re getting their information from that business listing, and they’re making the call from there. These are people that generally don’t have as much time as they would like to do the research, so they’re gathering what they can from that search engine results page and making a call there.
JENNY: And that is an [00:04:00] element of search engine optimization that a lot of the clients don’t think about before they come to us is that map listing. And for people that are, you know, not familiar with what we’re talking about, whenever you do a search that is local, Google often tries to show a map and has local provider listings or local restaurant listings or whatever it may have be.
On the map that then you can click to it and it expands in a little knowledge, info panel, and then it lists a little bit of key information about that provider. So, so many different questions, and so many different things we can talk about here.
How does a business optimize for Google My business? It’s not the same as optimizing for a website.
Suzie: No, it’s not. It’s actually, I would say easier to optimize your Google listing than it is your website. It’s a lot more cut and dry. Google really does have a simple way of guiding you through the process, and really, the more information you provide, you can get as granular as showing which insurance providers you accept [00:05:00] and whether or not your facility is accessible, whether or not you offer telehealth appointments, all from the search engine results page, and it’s a proprietary Google product, which means that you’re doing exactly what Google wants you to do, which is so rare in the SEO world to know exactly what you need to do and then be able to execute.
JENNY: Yeah, it’s definitely for clients and people that are trying to show the exact return on investment whenever they’re talking about SEO activities.
That is an area that’s good to focus on. Explain what zero click conversions, what that phrase means for people that haven’t heard it before.
Suzie: Sure. So if you’ve ever done anything where you search for a service, and then you see an appropriate business pop up and you click the phone number directly from Google.
That’s a zero click conversion. It means that that customer never made it to your website. So you really need to think about your Google profile as almost a mini version of your website because a lot of people are gonna get all of their information just from that. [00:06:00]
JENNY: Yep. That’s an excellent point. Let’s talk about some information that you can upload because clearly address phone number. You’ve made a great point about insurances that you accept and accessibility. Some things that we run into that I think clients don’t think about are things like photos and then reviews. And the role that reviews play in the ranking if it does happen to be a competitive phrase.
Suzie: It really plays a huge role.
When Google gives these results, they’re prioritize on a few different factors. They’re gonna prioritize on your location. So how close this place is to you, the relevance of it, depending on what you searched, and then also the rankings. A place with higher rankings is inherently going to rank higher on Google, so it’s important that you are getting those rankings and those reviews and that you’re also replying to reviews, something that may be a bad review, put a positive spin on that and say, Hey, you know, we’re really sorry. This is not how we usually do things and [00:07:00] here’s how we’re gonna make this right. And that can make people feel more comfortable if they feel like they’re putting their health in the hands of somebody who’s responsible and actually cares.That really carries a lot of weight.
JENNY: Yeah, that is an excellent point, Suzie. And a step so many people miss, because they are monitoring all their different social media channels and they just have a lot of inputs. So it’s easy to forget about that.
One thing that we’ve done for clients, and I think an interesting decision that people have to make when they’re going down that GMB setup process is deciding if they’re going to be creating, optimizing and managing listings just for each location, or if they’re also gonna dig into the next step and actually do it for each physician that works for their location.
So what are some tips or some thoughts around thinking about whether you should move on, you know, to the physician level or if you’re newer, if you should just stick at the location level.
Suzie: I think it’s always a good idea to optimize to some degree at the physician level because people really, they don’t choose a practice.
[00:08:00] They choose a doctor and they choose that on recommendations and then things they read on the internet. And if a patient that has specific needs, maybe they really need somebody with an excellent bedside manner. Maybe they’re looking for somebody who specializes in something really specific, then that is going to be at the physician level.
So it’s important to make sure that you’re passing that information along.
JENNY: Yeah, that’s an excellent point. So if somebody is wanting to get started with search engine optimization, maybe their website sat dormant for the last couple of years, you know, maybe they had something more important they were focused on.
If now they’re ready to kind of like refocus on the improvement of their rankings, would you recommend that they start at the organic search level as far as website optimizations or GMB? And how should they make that decision of budgeting prioritization.
Suzie: I would recommend that they start with the website optimizations because all of those things will support the GMB listing because when you list a service, it’s gonna have to link to your website and you’re going to [00:09:00] need to have some backup information.
So you wanna get your foundation really solid and then get your GMB profile in a place where that supports that content.
JENNY: That’s a great recommendation. Last question. We have a lot of clients that have to go through that decision of should they manage it either themselves or alongside their agency partner directly through the Google interface, or should I use a third party tool to be able to manage it?
At what point or how many locations do you think it makes sense to be able to start thinking about using a third party tool?
Suzie: If you have more than two or three locations, or if you’re operating in more than one market, I think it’s important to start using a third party tool. Otherwise, it is so easy to get bogged down and you’re going to save a lot of time if you just go ahead and use another tool to help you manage that and you’ll much more likely to not miss notifications [00:10:00] whenever somebody does leave a review that you have an opportunity to respond to. Absolutely. Which is so key and you just wanna make sure that. , you’re continuing to post on GMB. You can post to that. A lot of people don’t realize that, that it is kind of a micro site with a mini social media aspect.
So it is really important to keep that up to date and you can manage that a lot more easily through third party tools. You can schedule those posts out. If you know that you have, you know, Hey, our flu shots will be available on X date, go ahead and schedule a post out so you don’t have to remember it.
It’s a great way to get things off your plate now and make sure they’re still done.
JENNY: Yeah. I love it. Perfect. Well, Suzie, thank you so much for being on today and talking a little bit about this topic. We’ve had so many conversations about it with clients and folks, you know, prospects over the last couple of weeks that I think it was good to just talk about it a little bit more in depth. So thank you so much for being on. And for listeners, please remember to subscribe and [00:11:00] share and provide some feedback. Let us know what you’d like to hear about in an upcoming episode. Thanks for tuning in.
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.
Watch their discussion below or listen to the podcast, We Are Marketing Happy – A Healthcare Marketing Podcast.
Other Links and Resources
Learn more about Pivotal Health: https://pivotalhealth.care/
Connect with Sal on LinkedIn: https://www.linkedin.com/in/sal-braico/
Connect with Jenny on LinkedIn: https://www.linkedin.com/in/jennybristow/
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Full Transcript:
Jenny: [00:00:00] Hi, I’m Jenny Bristow and I’m the CEO and founder of Hedy & 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.
Hi friends. Welcome to today’s episode of We Are, Marketing Happy. Today, I am super excited to have Sal Braico on. He is the CEO and co-founder of Pivotal Health, which is a company located in Wisconsin. They’re in three metro regions right now, and they’re really changing the way that consumers have the ability to access health care.
So Sal, I’d love to start off with you just telling us a little bit about your organization, the timeline, when it started, and what you’re doing to be able to provide patients this [00:01:00] improved access to care.
SAL: Yeah. Jenny, thank you so much for having me on. So, you know, I’ve been in healthcare for about 20 years now. I’ve started, run, and scaled multiple healthcare companies, so I’ve seen healthcare from many different angles. Over the years, I’ve just become more frustrated myself with having to try to navigate it. You know, even as someone that understands how health insurance works and kind of what’s, going on in a provider organization.
It’s still difficult for someone like me to even make appointments and get prescriptions filled and to try to get help from my family. And it’s, it seems like it’s almost purposely designed to be confusing and you know, that’s not the case, but, that’s what it seems like.
And, again, that’s coming from someone who really understands healthcare. So, someone who doesn’t really understand healthcare, someone who hasn’t been in this industry for [00:02:00] so long. I mean, I can’t imagine what it seems like for them. So back in early 2020, I ran across a couple of companies across the country that were doing these clinician house calls, and I thought, Oh, that’s pretty cool.
I really like that. I really like that it brings the healthcare to the patient right off the bat. That should be a better way so, I recruited a friend of mine, Pete Johnson, who is a tech entrepreneur. He’s started run, scaled, multiple tech companies. And so he and I started to dig into this.
You know, there are these other companies that are doing these house calls. Most of them are not really leveraging tech in smart ways. They’re basically recreating traditional healthcare organizations with the big billing teams and the big reception teams and all this kind of stuff. And you know, if you try to use their app, it’s not a true app.
It’s just like a web form kind of thing. And it doesn’t really seem like it’s integrated with their electronic medical record. I mean, it just triggers them [00:03:00] to call. So we said, okay. We can leverage tech in a smarter way to really automate everything around the visit. Because the value in healthcare happens when the provider is with the patient, right?
That’s when the value happens. Everything else is a drain. And so we’ve automated the scheduling, the triage, the payments, the charting. All these things we’ve automated so that the provider can very cost effectively go to you at a time that you pick.
And so we started the company in late 2020. We started seeing patients in the Madison, Wisconsin area, spring of 2021. And it was like a friends and family kind of thing, just kind of letting people know. Before that we actually recruited a Chief medical Officer, Dr. Andrew Culp. So he actually started the company with us, and he’s a [00:04:00] very entrepreneurial clinician.
You know, like I said, we would let people know, Hey, we’re just kind of doing this. We were starting to get our contracts with insurance companies and so, you know, over time now we’re in network with all major payers and so then fall of 2021, it really started to take off. And then we opened up a second metro office in the Milwaukee area, and we have kept on growing.
And then in August we opened up in Lacrosse, Wisconsin. So now we’re seeing patients in three metro areas. Like I said, we’re in network with all major payers. We’ve got full-time providers out there seeing patients. We have a very small back office because like I said, we’re automating almost everything and people love it.
Jenny: I completely understand why they love it. I’m in St. Louis, so I cannot use your services yet. I hope you come south soon. I have three young boys and I can only imagine the ease and amazingness of having somebody come to my home for them [00:05:00] whenever illness strikes.
So let’s talk about your app a little bit more because I think we’ve worked with really large hospital systems in the process of watching them try to integrate their existing systems into an app is always a huge headache. And they always say at some point during the process, Oh, I wish we could just throw everything away and start over from scratch. And you had the beautiful ability to actually start from scratch with no preconceived notions about what what it had to look like.
So talk to me a little bit about that process and then also from the patient’s perspective, the ease of scheduling an appointment.
SAL: Sure. So I mean, you’re right. I mean, when you have these huge legacy systems and processes, it is incredibly difficult to try to build new solutions around those. And I ran a healthcare IT company before this, so I mean, I’ve seen it firsthand.
So with this opportunity, we were able to really look for best of breed tools, you know, the best tools out there that would [00:06:00] serve this mission, right? And so we chose. Athena Electronic Medical Record. That’s our backend. And the reason why that we picked that was because it had the most robust APIs out, by far.
So we knew that we can build our own mobile app and do other things that would fully integrate with that. So we’ve saved a tremendous amount of cost too, because we didn’t have to have like a big database. We didn’t have to implement Oracle or, you know, SQL Server or Snowflake or anything because we’re using the electronic medical record as the backend.
You know, the cost to develop apps has come down tremendously. I mean, you know, years ago what we did would’ve cost millions. Right? We did this for a couple hundred thousand. I mean, that’s amazing. Really. And you know, with my background, with Pete’s background, we were able to really kind of, again, follow best practices, what is the best design, you know, get a really good [00:07:00] specification for the app so that again, it’s super, super easy.
Jenny: So you have this app, you have the entire system set up ready to serve patients. What was your go to market strategy? How did you actually raise awareness within the patient populations of the metro areas?
I mean, it was a lot of, um, social media just trying to get the, you know, um, get the word out there.
SAL: You know, This is, this is not a solution that’s for everyone. There are a lot of people that really like going to the doctor and they like to sit in the waiting room. I don’t know why, but there are people that actually like that. And so, but there are populations that this is perfect for who immediately see the value.
And that tends to skew a little bit younger. You know, people are so used to ordering food with their phone to ordering mattresses with their phone. I mean, years ago to buy a a mattress, you had to go to the store. You go and you lay down on the mattress and, Oh yeah, I think this is okay, And then you would like buy it. Now you just go to, um, Casper or to [00:08:00] whatever, and you just place the order and the thing shows up at your outdoor. People are used to that. And during Covid that accelerated, Right. Even more so, you know, it’s reaching those target populations, um, getting the word out there, like I said, via social media.
We do some Google AdWords. We’ve started to reach out to employers that have the health plans that we’re contracted with, and that’s been really successful because it’s not a sale. I’m not going to them with some new digital health tool that’s like, Oh, we’re gonna save you money, right? I mean everyone says that, right?
It’s like, No, this is in network. This is super convenient, and people immediately see the value. Actually, the most common response that I get, Oh, I don’t believe you. I don’t believe that you guys are doing this. No. I’m like, No, no, no. I’m serious. You, you picked the time. You tell us how we show up at your house.
Oh, and by the way, it costs the same or less. People were like, No, I, No. Come on. I’m like, Yeah, no, I’m [00:09:00] serious. So that, that’s the biggest challenge that we have, is to convince people that we’re not full of it. Like this is real. We’re actually doing this today. I mean, all of the traditional hospital systems, there’s so much bureaucracy.
Jenny: The thought of somebody being able to just start from scratch and make it this easy does seem crazy. So it sounds like as you’re walking through your target audience, it sounds like you’ve done a lot of persona development work of really understanding who the buyer is what their pain points are. I mean, did you go through a formal process of defining that or is it something that you just kind of knew from the beginning and have kind of followed that path?
SAL: Yeah, I mean, we knew from the beginning because we are the perfect customer, right? We’re all busy professionals. I mean, so we built something that I want to use, you know, this is common sense. I mean, you know, people wanna save time, right? People want to get things on their schedule.
There’s processes, you know, that Amazon or these other companies have already created that we’re [00:10:00] copying. I mean, buying things from your app is, People have been doing that for, for years. It’s gotten better and better over time, but we’re just bringing those things into healthcare.
Healthcare still uses faxes. I still, I laugh whenever I hear someone say fax. I’m like, I can’t believe. I mean, but we’re still, that’s how healthcare is, right? It’s so far behind, right? Yeah. And then also, also what I’ve seen too is. A lot of traditional healthcare organizations, they look at these rules and they kind of take it to the extreme right?
Like, they’re like, Well, you can’t use, um, text message. I say, Well, wait, why? I said, Yes, you can. Sure you can. If the patient consents to it, you can, you can definitely text message. Now, you know, we’re not gonna text you a sensitive test result, right? We’re not gonna do that. Patients want to communicate in that way and as long as they consent to and all that kind of stuff, it’s totally fine. I mean, I could, if you consent to it, I could take your test results. I could put them [00:11:00] on a, on a billboard. If you consent to it. It’s all about consent for sure. That’s how it is, right? I’ve seen bigger organizations are like, Oh, we can’t use SMS text.
Jenny: Yes, absolutely. Everybody’s so afraid about HIPAA compliance that they just choose not to engage at all with smart technology.
SAL: Right, And you just have to do it smart. You have to, you know, But that’s what patients want. That’s how they’re communicating with their friends. That’s how I mean that when, when I’m talking with my kids, it’s through text message.
Right? That’s how, that’s what it is, right? I mean, you know, and, and that’s what people want. And so that’s what we’re doing is just kind of bringing it to what people want.
Jenny: So where should we expect to see you in the next five years? What’s gonna happen with Pivotal?
SAL: We’re growing, we’re looking to expand to more metro areas.
We’re trying to figure out what are the next metro areas. Having started in Wisconsin makes logical sense for us to expand [00:12:00] to other states in the middle of the country. But we’ll see. As entrepreneurs, we are very opportunistic. So maybe we’ll pop up in Charlotte or in Atlanta.
I can’t say for sure, but St. Louis. Maybe we’re, we’re definitely looking at it, it’s on our short list. I mean, what we know is that people love this, right? And so it’s, there really is no place in the country that we can’t go to. So it’s just a question of us trying to use our resources as smartly as we can to figure out what makes the most sense.
Jenny: Absolutely. Well, Sal, I wish you nothing but the best. I’m so excited to watch your trajectory over the next couple of years. Thank you for being on.
For all listeners, I’m gonna put not only a link to Sal’s LinkedIn profile in the notes, but also we’ll link to their website. So if you wanna learn more about Pivotal Health, you can dig in.So thanks for tuning in folks before to seeing you on the next episode.[00:13:00]
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 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.
Watch their discussion below or listen to the podcast, We Are Marketing Happy – A Healthcare Marketing Podcast.
Other Links and Resources
Connect with Bryan on LinkedIn: https://www.linkedin.com/in/bryanpotter/
Connect with Jenny on LinkedIn: https://www.linkedin.com/in/jennybristow/
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Full Transcript:
Jenny: [00:00:00] Hi, I’m Jenny Bristow and I’m the CEO and founder of Hedy & 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.
Hi friends. Welcome to today’s podcast episode of We Are, Marketing Happy, a Healthcare Marketing Podcast. Today I’m so excited to have Bryan Potter on. He is the head of remote patient monitoring solutions at Greater Goods. Why don’t we get started, Bryan, by having you tell us a little bit about Greater Goods and the RPM work you’re doing.
BRYAN: Yeah, so first off, thanks so much for having us on. We really do appreciate it. So Greater Goods. We’ve been around for about 17 years at this point, and we are based in St. Louis, Missouri. [00:01:00] Smart Scales is kind of where we got our start. And then we kind of evolved into smart medical devices.
We have become one of the top providers for smart medical devices in the remote patient monitoring space. And we’ve actually spun up a separate arm, a remote patient monitoring called My Everyday Health, which is actually what I also lead.
Jenny: So I heard that you have recently been awarded some pretty big things from Forbes.Tell us a little bit about.
BRYAN: Yeah, so we I just recently found out about this. So we were selected by Forbes – we have two of their top blood pressure monitor picks. So if you go to forbes.com, you can actually look up their blood pressure monitors and we have best kit and best value. So, It was kind of a great honor for us.
Definitely caught us off guard. Wasn’t expecting that at all.
Jenny: Well, you deserve it. I mean, one of the reasons that I wanted to have you on is you and I are both located in the St. Louis, Missouri area and we met in person for coffee and you actually brought your blood oxygenation product to our meeting. You set it up. [00:02:00] Had me actually test it, and I was completely blown away. My grandmother has some remote patient or RPM solutions she has to do every single day for a nurse that monitors her remotely and the technology she has to use is so archaic with such a difficult interface, she often has to call either my mom or one of her granddaughters to come over to help her troubleshoot it. And so the first thing I thought of when I saw your solutions was, wow, this can massively improve a patient’s experience in the way that they interact with their physician or nurse remotely.
BRYAN: So, yeah, remote patient monitoring space is definitely an interesting one, especially when it comes to devices.
A lot of people I feel like forget the patient experience just as a whole. I mean, there are still some pretty archaic solutions out there where you basically get a giant box that has some questions and it, it is a cellular box, but you have wires coming out of it that might have a pulse box or a scale and a blood pressure monitor connected to it, and it, it’s [00:03:00] kind of unwieldy and, and just not very nice to have in the house.
Very cumbersome. Those go from patient to patient and they get kind of gross over time as well.
Jenny: Absolutely. So one of the things that I would love to have you walk through for all of our listeners, is the evolution of remote patient monitoring tools, kind of when this industry became a thing for the first time, was technology sophisticated enough to be able to send something to a patient’s home?
And then where are we today? How do your tools be able to fit into the greater ecosystem?
BRYAN: Yeah, so remote patient monitoring has actually been around for quite some time. It goes back even to early 3g. So if you remember your 3G cell phones, there were remote patient minor solutions that used 3g.
So there were cellular connections. Again, they were kind of archaic and at the way they were set up. And we really haven’t moved too far past those at this point. I mean, you can still get a box that might have a 4G or 5G connection in it, but it’s still a large box [00:04:00] that has three or four peripherals hanging off of it from a wire.
The patient experience on that is not great by any means. Now there are other solutions out there, other cellular devices and things like that out that really have helped kind of move remote patient monitoring along. But it’s still not a great patient experience. So one of the things that we try and do is when we develop our devices or our solutions, we try and take it from the approach of what’s the patient population, who’s actually going to be using these devices?
And how do we give them an experience where they actually enjoy using the devices and they don’t feel like they’re having to like walk to their counter every day and like walk of shame, if you will. And take all of their vitals. They can have a scale actually in their bathroom, so that makes sense.
They can take their weight, it actually gets registered, the providers can see it. Blood pressure monitor, same thing. They can keep it in their bedroom so no one actually has to know that they’re being monitored. Gives them a little bit more privacy and, and a little bit more dignity as well.
Jenny: Yeah, that’s an excellent point.
I mean, one thing that I brought up whenever we met for the first time, because I had just [00:05:00] read, I think the week before Apple’s Health State of the Union or the state of the State, they were kind of walking through how they thought Apple devices were going to be the really big solution to remote patient monitoring.
And as a person who wasn’t super familiar with the ins and outs of the solutions that were available, I found their approach really interesting. But you had some really good points around why that may not be a super scalable model. I’d love to hear that perspective again.
BRYAN: Yeah, so Apple obviously makes amazing products.
They have a great ecosystem, but they’re also expensive. You kind of pay for that Apple experience, if you will, in the remote patient monitoring space that those products don’t necessarily fit on a financial side. There’s reimbursement right now going on through cms, which is Medicare and Medicaid, and it’s not a whole lot of money that’s being reimbursed to the providers or the solution provider.
So you have to come up with a creative way to be able to give the patient a really good experience. To get the provider the data that they need, and make sure that the patient stays compliant. So how do you do that [00:06:00] and keep costs down? So that’s a very difficult thing to do. I think Apple, again, the solutions are amazing, but keeping the financial side of it.
The business is gonna be tough.
Jenny: Yep. Absolutely. I agree with that completely. So talk to me about the future of RPM and where we’re going. I mean, if you were able to look five years into the future, what do you hope will be the case? Not only for patients here in the United States, but worldwide?
BRYAN: Oh, that great question.
I mean, remote patient monitoring has the ability to really do some great things for healthcare. I mean, the more data that we can gather, the more we can kind of take a look at these different disease states and and see if there’s anything that we can do to actually prevent them even in real time.
But the problem is there’s not enough data being collected today, and the data that is being collected is pretty basic. So how do we gather the data and then apply either AI or or machine learning on top of it, and then understand what the patient’s outcome was when they had certain metrics or or readings with their vitals.
[00:07:00] I think in five years what we’re gonna be able to do is we’re gonna be able to have solutions that will help patients understand their health better, which hopefully will lead them down a better path. But at the same time, if somebody is about to have a major catastrophic life event, maybe we can have some earlier intervention and actually be able to provide some solutions for them before this catastrophic event happens.
Jenny: Yeah. And how about integration with telehealth? I mean, that’s an area that I see a lot of opportunity for growth, not just for ongoing monitoring, but also for one time appointments and being able to do evaluations and otherwise difficult to manage situations.
BRYAN: Yeah, that’s gonna be a tough one to solve for these kind of one off visits, just because how do you get the technology or the information from the patient to the provider in a way that is meaningful and useful in making sure that the patient, if they’re taking their own vitals, is doing it appropriately? Yeah. I think that there’s definitely a lot of opportunity within telehealth, but there’s a lot of problems to solve as well, which is, how do you, how do you get the devices to them?
How if you need them [00:08:00] to go to a lab that might be two or three hours away, how can we do in-home blood tests? How can we do any sort of testing at home that is accurate, that helps the provider actually diagnose an issue. There’s definitely challenges there, and it’s gonna be something that I think we’re gonna be dealing with for quite some time.
But I think there’s definitely opportunities in the space.
Jenny: Yeah, I think it’s gonna be really fun to watch how it can completely transform the patient experience, especially those in rural areas. Or some folks that are more socioeconomically disadvantaged without transportation or whatever you’re dealing with.
Well, Bryan, thank you so much for being on today’s episode. I’m gonna link to not only your website, but I’m going to link to the Forbes article as well as your LinkedIn profile in the show notes. So I would highly encourage anyone who’s interested in talking about this more in detail with you to reach out because you are a fabulous conversationalist and, I’m sure that they’d have a lot of fun.
BRYAN: I really appreciate that, Jenny. Thank you so much again for having us on. [00:09:00]
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 could they 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.
Watch their discussion below or listen to the podcast, We Are Marketing Happy – a healthcare marketing podcast.
Other Links and Resources
Connect with Noah: https://www.linkedin.com/in/noahlocke/
Connect with Jenny on LinkedIn: https://www.linkedin.com/in/jennybristow/
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Full Transcript:
JENNY: [00:00:00] Hi, I’m Jenny Bristow and I’m the CEO and Founder of Hedy & Hopp, a healthcare marketing agency based in the Midwest. We started the, We Are, Marketing Happy podcast because of our passion for improving patient’s 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.
Hi friends. Welcome to the, We Are Marketing Happy podcast today. I am super excited to have with me Noah Locke. Noah is the Director of Marketing Technology and Analytics at UW Health. Noah, I’m excited to have you.
NOAH: Hey, Jenny. Thanks for having me. I’m excited to be here.
JENNY: Let’s dig right in. Some of the things that I wanted to chat about with you today are topics that people often are [00:01:00] uncomfortable talking about in public, which is perfect for this podcast.
Marketing budgeting. The first big question I want to talk to you about is how you’re handling budgeting post pandemic. Clearly your system, like everyone else’s, was impacted pretty severely with COVID.
How are you handling budgeting post pandemic? Are you back to normal? Have you had a ramp up period? How are you and your team thinking about it?
NOAH: Yeah, I think like you said, everybody had a challenging couple years. I feel like we’re starting to really see the impacts right now, whereas, a lot of people might expect that right in the middle of the pandemic, finances were super tough.
There was a period of that in the very beginning, but actually it wasn’t as bad as we all thought. But now as the global economy, I think it is catching up to the effects of the pandemic. We’re actually starting to see more of that hit our [00:02:00] organization. So it started really tough. This year was a tough year for budgeting.
But I’ve found, and this was true, not just during the pandemic or now, but since I’ve been in really business is being a cost savings junkie really helps. In what I’ve experienced in healthcare is there’s a lot of this attitude that we have to keep using certain systems because we have to keep using them because that’s what we’ve always done.
Therefore we have to keep paying for them. and I’ve gotten really comfortable just saying, no, we don’t. we’re gonna stop using that system and we’re going to use a spreadsheet instead, or we’re going to use this free tool over here. and that’s, that’s really helped. I mean, I wouldn’t say we’ve been able to move mountains with it.
But we really take a hard look at everything we’re using and not just during budget season, but just throughout the year, every time I get a credit card statement, I’m combing through it. [00:03:00] I’m like, do we still need that? Do we still need that subscription? Do we still need this thing? I actually canceled a WordPress plugin this morning.
It was a subscription that no one even knew we still had and I’m like get rid of it. You know? So it’s little things like that that can go a long way and helping to kind of ease the pain.
Another one that I thought of was just ask early and ask often. A lot of times we wait till budget season to start to talk to our next level leader or our finance partners about things that are coming up and things that we need. I like to ask the minute I need it. Even if we just started our new fiscal year and there’s no hope of getting any extra funds. Cause what I’ve found is that’s not always true. Things are constantly shifting and even though our next fiscal year budget’s been improved a lot of times, and this is even true for my own team, we discover that maybe this technology we budgeted for, we discovered [00:04:00] after the fact that we actually can’t implement it until the next year. So we got the funds approved and now the funds are available. And so we can redistribute those to be used elsewhere.
JENNY: It’s kind of funny. Whenever you start your career, you think all of the rules that you’re told are set in stone, but they really aren’t. Right. There’s so much gray and you have to be willing to ask.
NOAH: Especially in healthcare. I think healthcare suffers a lot from, and I think it’s part of both good and bad people stay in their careers a long time.
I have a lot of people I work with who’ve been here for 25 years. And so with that, you’ve got a lot of legacy culture that’s resistant to change. So just not being afraid to kind of, you know, go a little bit outside the box or outside your comfort zone goes a long way.
Jenny: So when we’re thinking about budget allocation, of course, everybody always thinks about measuring success in KPIs.
How do you determine what success looks like based off the dollars [00:05:00] that you spent both for your own metrics, but then also communicating it both to team members you manage and then leadership above you.
NOAH: Yeah, that’s a tough one in healthcare. I mean, one thing that helped in 2020 UW helped build out their new strategic plan and it has been actually very helpful.
I think it would come to no surprise. Anyone listening that our number one goal is patient care and providing the best for patient for possible. But not everything we do, especially in my realm directly has an impact on patient care in a clinical setting. And what really helped was our CEO and his leadership team putting together a lot more areas of focus that orbit around patient care.
So things like information management and analytics. A big one for my team. Like we actually have that in our strategic plan. I’m like, we do a ton of that work. Amazing. And so now when we’re putting together our goals for the year and [00:06:00] we’re required to kind of tie our goals back to the strategic plan, and almost everything we do, it’s that bucket.
And to have our CEO say, this is critical and important to the overall mission, which supports patient care. It’s really helpful for my team so that we can demonstrate a return in that domain, even if it’s not directly patient related.
JENNY: It’s very great leadership to set goals that everybody can tie up to.
So kudos your organization for that. So you already talked about asking early and asking often when there’s something that you need, but talk to me about red tape and bureaucracy for getting things approved because we all know if you’re in healthcare, it’s not as easy as just going and asking for a check to get things done.
There’s the political side of it. There’s making sure that other teams have buy in. If you need to have other teams to work together.
If you were talking to yourself, just starting out in the [00:07:00] healthcare space, what advice would you have given yourself or somebody junior in their career about navigating that process?
NOAH: I think the most important thing is to know who’s who. Really take the time to get to know people in your organization. That that may seem like an obvious thing, but a lot of us, we join our team and we kind of stay in our lane. As a director, who’s responsible for trying to get money to move initiatives forward, I have friends in finance, in procurement, in it, in all the different areas where I know, oh, I need to get that person. And that person bought in really quick so that I can push this. And then actually one thing I’ve discovered was don’t use email. Email has become the worst possible way to communicate in my opinion.
So I’ll send people an informal chat, like, Hey, how’s your day. Hey, I had a quick question. I’m thinking about asking for some funds for this [00:08:00] thing and you know what I mean? It’s kind of going around the traditional channels to get people’s attention. Another big one is just the SBAR. I don’t know if you’re familiar with the, the term.
JENNY: Explain it for our listeners anyway.
NOAH: So it’s just a format for writing a proposal. So it’s situation background assessment recommendation. And it helps you as the author really hone in on what it is you’re asking for and explain it in a way that whoever you hand that document to can look at it and very quickly know, okay, this is why they’re asking for this.
This is the problem. This is what they’re trying to solve. It’s really effective. So getting good at writing those and writing them often and then not being afraid to send it to the CIO, for example. Another big one. I used to be terrified to directly go to somebody who was whatever 10 pay grades above me and I just decided I wasn’t gonna do that anymore. And it’s, it’s actually paid [00:09:00] off. To just kind of put yourself out there and not be afraid to ask those questions.
JENNY: Absolutely initiative is so rare because people are afraid but it probably was really welcome. So you bring up a really interesting point talking about and getting buy-in from the CIO from finance, probably legal.
It’s been really interesting because we work with hospital systems and providers all across the country and the way that they structure their analytics teams is so different from team to team. I’d love to hear how your organization decided on your structure about where marketing analytics sits and why you think it is a good solution.
NOAH: Yeah. So for years, Google analytics was just a thing that sat over here and it was all we really had in terms of marketing analytics, it’s sad to say. When I came on I quickly found myself frustrated with that reality. [00:10:00] Recently we hired a data scientist for our marketing department, but this is the cool part.
He reports into our enterprise analytics data science team. So he works daily with machine learning, engineers and data scientists, and they’re all working together to stand up a really new and robust applied data science function at US Health. So it’s a matrix position. He reports to me, but he doesn’t report to me.
I basically tell him what to work on. I give him direction. I give him guidance, whatever he needs and he gets to work on all of my projects, but he still has that direct line into that team. That’s been awesome because it breaks down silos. It creates a bridge between our two teams that wasn’t there before we find ourselves talking way more often. And what we’re trying to do there – just to get technical for a minute – [00:11:00] He is working on setting up API feeds that will consume all the data from our different platforms. So Google Analytics,. Google Ads, we use form stack, we use Invoca for call tracking. All these different systems, pulling it all into our data lake, where all of our clinical data sits.
The whole point is we want to be able to have a really robust business intelligence platform where we can look at absolutely all of our data. And I’m not just saying this because you’re interviewing me, but Jenny you’re partially responsible because of the talk you gave at HCIC in 2019. When you talked about necessity to move beyond just looking at your marketing analytics and putting together with your business analytics, so you can do true business intelligence.
So that’s that’s happening right now.
JENNY: I wanna give you a kudos for the way that your team has structured it because so often we see either a [00:12:00] completely separate team under marketing being formed, where they have an analytics and decision science team. And then a completely separate one that manages all the clinical data or having a marketing person over here on the clinical that doesn’t actually understand the marketing language and doesn’t actually have anybody to report to. So you have created this beautiful bridge that I think is a really cool model for other systems to understand and learn from.
So on that note, what are you working on right now? What’s something you’re excited about.
NOAH: So, the one I just mentioned is obviously, you know, the goal with the data science work we’re doing is to be able to accurately demonstrate to the organization, the return on our marketing efforts. And that’s a big one for us in marketing. We’ve been, I don’t wanna say flying blind, but we, we do these campaigns an we, can’t always very accurately relay the outcomes, you know?
Okay. We had X amount of patients fill out a form, how many of them actually had a hip replace? [00:13:00] What was the contribution margin on those hip replacements? That’s data that’s we’ve been able to go get ad hoc on a one off basis, but what we really want is realtime automated business intelligence so we can make decisions. There’s a couple big things coming up for us. I’m on two kind of big initiatives right now. One we’re rebuilding our employee experience platform. So that’s all internal focused, just trying to really level up the way we do work here.
And then, we are kind of neck deep in the CRM procurement world.We’ve been working on that for a while, so that’s wonderful. And I think what I would say that if you know anyone listening, who’s even going down that road, it’s taken us way longer than we wanted it to in terms to get to an implementation. But the reason is we have done [00:14:00] so much work on what we call the road show, making sure that everyone who needs to possibly know that we’re doing this knows that we’re doing it and how it’s gonna impact their teams. It’s wonderful. So it’s not just we’re doing CRM, just for marketing. We’re doing it for UW Health. It’s really more about patient experience than it is about just acquiring new patients
JENNY: That’s when it’s really impactful. I mean, I was talking actually to another system just a couple of days ago and they actually had their CRM implementation paused because of lack of buy in from other departments because they didn’t do that relationship building on the front end. So it’s very smart to actually get all of the relationships and roadmap the personas, all of that done first.
So kudos to you. So last question, you have all of these different things going on. You’ve been a UW for a while. How do you determine what you’re going to push forward as an initiative and a priority within [00:15:00] the organization, the entire marketing team, and then both for your own career?
NOAH: Those are really good questions.
So I guess the main thing we’re doing right now is my counterpart, our director of digital marketing and I work extremely closely together on our annual roadmap.
I wouldn’t even call it an annual roadmap because we’re updating every week. But I think the most important part of it is what I’d call the roadmap roadshow, which is where we take the roadmap and we go to folks in other departments that we wouldn’t normally ever work with and say, hey, this is what we’re planning to do.
What do you think about this? So we’re taking it to our ambulatory operations team and saying, hey, we’re thinking about [00:16:00] building in these new features on our public facing website. So patients can do X, Y, and Z. And that’s their chance to say don’t do that because that’ll actually negatively impact their experience over here.
And there’s no way we would even know about that. Our organization is way too big and we don’t know everything. So we kind of rely on feedback from other departments to help us decide whether or not an idea or an initiative is a good one. It’s something to put their resources behind.
JENNY: How is being remote impacting that?
Are you able to still have those conversations that you need? I know you said email isn’t your preferred channel and you can always instant message or text or whatnot. But do you think that your processes are slowed down at all? Because you’re not, you know, down the hallway from your team.
NOAH: No. So surprisingly, I would say in some ways it’s gotten easier.
I guess, two things it’s definitely impacted the small team dynamic, where we were all staying in close [00:17:00] proximity in our little cube farm, right? To get up and look over the cube wall and have a conversation. But when you have an organization with 20, 20, 2000 people, we were never all in the same place.
There was even a culture of, well, I gotta go drive across town to have a meeting with so, and so, which is really inefficient. So I think the virtual meeting has actually improved our efficiency because we can get together a lot more often with people and some of our staff now live in different areas.
And so the fact we’re able to get together as often as we can, we’re getting a lot more done. I don’t know if everyone had the same opinion, but I think it it’s been a positive thing.
JENNY: Yeah, I hear you. We’re experiencing the same thing. It’s actually very positive.
I miss people, but in general for productivity. It’s positive.
Well, Noah, thank you so much for being on today. I’m gonna link to your LinkedIn page [00:18:00] on the show notes. If anybody wants to reach out to you to ask any follow up questions or just to connect with you in general, it will be really easy to do so, but as always, it was wonderful chatting with you.
Thanks for being on.
NOAH: Thanks so much, Jenny. It was my pleasure.