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How It's Done is a podcast about how real people do actual things to move their brands and their businesses forward. From the simplest of tactics to the most advanced tools and technologies, we go behind the buzzwords to understand the "how."

Brought to you by fuoco, a marketing agency that knows when and how to ignite the spark, host Kriste Goad interviews experts across a range of industries to learn how they do their brand of marketing.

How It's Done: a Podcast for Curious Marketers fuoco

    • Wirtschaft

How It's Done is a podcast about how real people do actual things to move their brands and their businesses forward. From the simplest of tactics to the most advanced tools and technologies, we go behind the buzzwords to understand the "how."

Brought to you by fuoco, a marketing agency that knows when and how to ignite the spark, host Kriste Goad interviews experts across a range of industries to learn how they do their brand of marketing.

    S4 / E4 The Ethical Use of AI in PR and Marketing: Expert Counsel from a Professor with His Finger on the Pulse

    S4 / E4 The Ethical Use of AI in PR and Marketing: Expert Counsel from a Professor with His Finger on the Pulse

    A captivating discussion with Todd O'Neill, an associate professor of Interactive Media at Middle Tennessee State University, exploring the ethical use of AI technology in marketing and public relations. Delve into the impact of AI on the industry, discussing its evolution, potential benefits and challenges, and ethical considerations for practitioners.



    Blogs and Podcasts


    Marcus on AI
    Generative AI has a Visual Plagiarism Problem
    The Almost Timely Newsletter
    AI Untangled
    The Platformer
    Hard Fork
    Kara Swisher and Scott galloway: Pivot
    What Next: TBD
    Content Marketing Institute
    Social Media Examinar
    AI Guidance from Healthcare Communications Association
    PRSA AI Ethics and Guidance 



    Find Todd on:


    LinkedIn
    http://toddoneill.com

    Find Kriste on:


    LinkedIn
    Twitter
    Email Kriste: kg@growwithfuoco.com

    • 57 Min.
    S4 / E3 How Progeny Health Leveraged Customer Brand Loyalty, Thought Leadership, and Patient Advocacy to Build Brand Awareness and Drive Sales

    S4 / E3 How Progeny Health Leveraged Customer Brand Loyalty, Thought Leadership, and Patient Advocacy to Build Brand Awareness and Drive Sales

    Join us as we delve into the fascinating world of femtech and maternal health with Linda Smith, VP of Marketing and Communications at Progeny Health. Discover how Progeny is revolutionizing women's healthcare and tackling the maternal and infant health crisis. Plus, gain exclusive insights into the marketing strategies driving their success and learn about the latest trends shaping the future of healthcare. Tune in for an eye-opening conversation that will leave you informed and inspired!

    Blogs and Podcasts


    Better women’s health could add $1 trillion to the global economy (McKinsey, Davos 2024)
    A subsection of tech is set to be worth $1 trillion. But taboos are holding it back (CNBC)
    What is FemTech?
    Even in femtech, it still pays to be a male founder
    AI-powered Health Care Model Proves Successful in Reducing Preterm Births and NICU Admissions

    Linda’s Top Industry News Sources


    March of Dimes: An Unfair Fight: How Race and Social Determinants Impact Maternal and Infant Health 
    2023 March of Dimes Report Card
    Kaiser Family Foundation
    The Commonwealth Fund
    McKinsey Health Institute

    Find Linda on:


    LinkedIn
    lsmith@progenyhealth.com
    ProgenyHealth (new website launching in February)
    ProgenyHealth on LinkedIn
    ProgenyHealth on X (Twitter) 
    ProgenyHealth’s 2024 Maternal & Infant Health Trends Report
    An Unfair Fight: How Race & Social Determinants Impact Maternal & Infant Health

    Find Kriste on:


    LinkedIn
    Twitter
    Email Kriste: kg@growwithfuoco.com

    • 39 Min.
    S4 / E2 A Diamond in the Rough: How Digging Deep Uncovered a Wall-Street-Journal-Worthy Story about Lab-Grown Diamonds

    S4 / E2 A Diamond in the Rough: How Digging Deep Uncovered a Wall-Street-Journal-Worthy Story about Lab-Grown Diamonds

    Why is your PR effort not paying off and what's the importance of having characters in your marketing efforts? Tune in to learn the disconnect between brands and journalists, the power of an authentic story, and why (and how) a successful PR campaign is measurable.



    Related reading

    Blogs and Podcasts


    The Value of Characters with Every Media Campaign


    What Not to Do With Your Brand (Mark weighs in on Elon Musk’s decision to rename Twitter)


    How to Find the Best PR Agency for Your Startup


    PR that drives leads (a case study)
    How to Measure the ROI of PR
    Will AI Replace Publicists? 

    Find Mark on: LinkedIn

    Find MaciasPR

    Find Kriste on: LinkedIn and Twitter

    Email Kriste: kg@growwithfuoco.com

    • 26 Min.
    S4 / E1 The Quantum Health Effect: A Behind-the-Scenes Look at Brand Storytelling

    S4 / E1 The Quantum Health Effect: A Behind-the-Scenes Look at Brand Storytelling

    What are the essentials of a strategic marketing communications plan, and how can marketing, communications, sales and the executive suite keep it simple, remain flexible, cross-pollinate, and work in sync to effectively execute against such a plan?

    Quantum Health CCO, John Hallock shares takeaways from his deep well of experience at some of healthcare’s biggest brands, from his time at Livongo during one of the health tech’s biggest mergers, to his time at well-funded startup Transcarent, and now, leading the small-and-agile team at Quantum Health.

    (0:46) John Hallock discusses his previous roles in the healthcare industry, including his time at Livongo and Transcarent.

    (6:02) John dives into Quantum Health’s focus on storytelling and how it separates them from competitors.

    (8:54) John discusses the strategies  Quantum Health has used to bolster its industry presence 

    (11:29) John shares insights into internal alignment and getting stakeholders to understand different forms of content created by the comms team versus the marketing team.

    (13:29) John discusses in-house talent plus when and how to leverage external agencies.

    (17:35) John talks about the importance of storytelling and leveraging different forms of media to support communication efforts.

    (20:00) Kriste and John discuss the successes and failures of experimenting with out-of-the box ideas.

    (23:49) John discusses the rise of CEO PR and the importance of CEO involvement in public relations.

    (27:48) Kriste and John talk  about using brand journalism and real stories to inject new relevance into the Quantum Health brand.

    (40:10) John and Kriste talk about how there are more opportunities to get your story out, leveling the playing field for smaller companies.

    (44:56) John shares his favorite news sources, including Med City News and Modern Healthcare, and the importance of staying updated on industry news.

    Relevant Links & Recommended Reading


    Blogs and Podcasts



    The Art of Warrioring 


    How a Tiny Team Delivers Massive Media & Thought Leadership Results for Digital Health Darling Livongo



    Find John Hallock on:



    LinkedIn



    Find Kriste on:



    LinkedIn


    Twitter




    Email Kriste: kg@growwithfuoco.com

    • 48 Min.
    S3 / E9 Why AI is Not Coming for Your Job, the Control Freak Buyer Persona and a Bias for Specialist Agencies

    S3 / E9 Why AI is Not Coming for Your Job, the Control Freak Buyer Persona and a Bias for Specialist Agencies

    Every marketer has been asked (potentially even haunted by) the question, “Is it measurable?” Our guest Joe Zappa and host Kriste Goad dive into the measurability of content marketing, AI for marketers, why you should never work with a generalist marketing agency, winning the “War of Ideas, ”and much more on this episode of How It’s Done. 


    Find Joe Zappa on: Linkedin and Twitter
    Find Sharp Pen Media on LinkedIn and sharppenmedia.com
    Find Kriste on: LinkedIn and Twitter
    Email Kriste: kg@growwithfuoco.com

    • 53 Min.
    S3 / E8 Dark Social: What the Heck is It?

    S3 / E8 Dark Social: What the Heck is It?

    Erica Freckelton not only has the coolest glasses at fuoco but she also has experience optimizing websites and social accounts for various tech and healthcare companies. With those glasses she can see what a lot of people can’t.

    On this episode of How It's Done:


    Shining a light on Dark Social
    Why Dark Social is ruining your online attribution
    Expert tips on how to make Dark Social work for you
    How traditional attribution is losing you money
    Erica Freckelton's superpower





    Follow ⁠fuoco on LinkedIn⁠ or find Erica on ⁠LinkedIn⁠.

    • 14 Min.

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