We Are, Marketing Happy - A Healthcare Marketing Podcast Jenny Bristow, CEO at Hedy and Hopp

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

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

Key Highlights:


Identifying the Need for Change:


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


Efficient Selection Process:


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


Operational Efficiency Benefits:


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


Successful Rollout Strategies:


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





Connect with Jenny:

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

 

Connect with Maggie:

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

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

 

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

 

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

●        One-size Fits Not All

●        Extension Over Production

●        Autonomy Equals Forward Movement

●        Culture that the Client Experiences

 

Connect with Jenny:

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

 

Connect with Maggie:

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

In this week’s episode, Jenny chats with Hedy & Hopp’s own Director of Activation, Lindsey Brown to talk about rural marketing. They discuss the unique challenges and opportunities that working with regional hospital systems or payors in rural communities present:Challenge 1: ChannelLindsey states that access to channels may differ from marketing in urban areas. Rural areas may have more limited or no access to things like fiber internet, cable TV, and even billboards and signage. However, that doesn’t mean rural areas are disconnected, the opportunities to connect are just through different channels:


Traditional channels are critical, but don’t forget streaming services, video platforms like YouTube, and social media.
Beyond digital, in rural areas, you’ll find that partnerships with local entities like high schools and local businesses play a powerful role in building reputation for your brand.


Social Media – in rural areas social can drive higher conversion rates as people tend to be more connected on social media than urban areas
Programmatic – in rural areas, a tight, conversion-focused message may go further than general brand awareness for programmatic
Key Events – partnerships with companies, events, and even signage can all be great opportunities to build brand awareness and reputation
Paid Search – don’t underestimate the power of conversion-focused, bottom of funnel paid search tactics

Challenge 2: ContentThe second challenge Lindsey brings up is that the framing of content looks a little bit different in rural areas. Rather than focusing on messaging like “24/7” or “Get Seen Today,” which may not be feasible in rural areas, rural audiences may respond better to practical messaging that promotes convenience, scheduling ahead, or social determinant of health topics like transportation or cost.Finally, Jenny and Lindsey offer a few areas to research if you are marketing in a rural community:Connect with Jenny:https://www.linkedin.com/in/jennybristow/

In this week’s episode, Jenny discusses conversion rate optimization (CRO) for paid media. CRO may benefit you if you are running a paid media campaign where results have stalled, you aren’t getting the conversions you expected, or you have campaigns that are underperforming.

 

Jenny brings up her time at Amazon and details the CRO Amazon employed to increase purchases. She then describes the 5 different types of CRO tests you can run to test the efficacy of your paid media.

 

Five Types of CRO tests:

 

1. Credibility/Authority

●        Address trust and credibility issues of the business and site

2. User Experience

●        Alter layout, design, or other user interface and user experience issues

3. Social Proof

●        Build trust by showing others’ experiences

4. Value Proposition

●     Overall messaging and value proposition (pricing, shipping, business experience)

5. Risk Reversal

●        Warranties, guarantees, and other assurances of safety

 

It’s important to run CRO tests to figure out what’s working and what isn’t when it comes to paid media performance. You never know what types of optimizations will have the greatest impact on your campaigns until you put it to the test.

 

Connect with Jenny:

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

With updated HHS guidance rocking the healthcare
marketing landscape, our analytics operations team conducted an audit to see
what marketing tools folks are still using in 2024.

 

Our team analyzed 118 websites from payers and
providers nationwide to see how people have responded to HIPAA guidelines. In
this week’s podcast, Jenny provides a snapshot of the current state of
healthcare marketing tools:

 

Overall

●       11.9% of healthcare websites have removed every tag and marketing pixel from their website

 

Google Analytics

●       70% still have GA4 installed on their website

●       45% still have UA installed on their website

●       25% are using GA4 exclusively, without UA

●       0.9% are using UA exclusively

 

Media Tracking and Tags

●       Over 55% are still using media or conversion tracking tags Forms

●       6.8% are using a form that isn’t HIPAA compliant

●       6.8% are using Gravity Forms, but may not be using the HIPAA-compliant version

 

Privacy-Forward Solutions

●       1.7% have Freshpaint on their website

●       2.5% use Piwik Pro

●       2.5% use sGTM

 

While these numbers illustrate that many providers and
payers have taken the first steps toward privacy-forward, compliant analytics
and tracking solutions, there is still so much room for improvement. As we
begin to see more enforcements related to HIPAA compliance,

 

HHS’s restructuring to focus on enforcement: https://www.hhs.gov/about/news/2023/02/27/hhs-announces-new-divisions-within-office-civil-rights-better-address-growing-need-enforcement-recent-years.html

 

Connect with Jenny:

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

Picture this:

●       You lack helpful reporting or real-time insights

●       Your website has a clunky patient interface

●       You don’t utilize personas or data driven media targeting

●       You find yourself reacting rather than proactively planning

 

If you can relate to any of these statements, your
organization is in need of digital glow-up. In this week’s episode, Jenny outlines a realistic three-year roadmap to become digitally sophisticated within your marketing organization.

 

Year 1 - Build the Foundation


Create or revisit your organization’s messaging and personas.
Make a measurement plan. Figure out what metrics your need to see to know if your plan is working.
Build a conversion-oriented media plan that’s HIPAA compliant.
Invest in local marketing optimizations.
Set up user journey tracking on your website to better understand user flow
Measure, measure, measure!

 

Year 2 - Get a Bit More Sophisticated


Begin to make website updates based on insights from user journey mapping.
Pick a CRM to implement and begin website integration.
Continue to push conversion-oriented media, but add in some brand-building media.

 

Year 3 -
Fine-Tune with More Data!


Get even more sophisticated, now that your new website and CRM are rocking and rolling.
Focus on user journey nurturing (including current patients) within CRM
Execute a broader media play, with awareness through conversion tactics

 

Connect with Jenny: https://www.linkedin.com/in/jennybristow/