37 episodes
How It's Done: a Podcast for Curious Marketers fuoco
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- Business
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5.0 • 7 Ratings
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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.
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S4 / E6 Empowering Her Health: Unveiling the Secrets of the FemTech Movement
Host Kriste Goad is joined by a panel of accomplished women in the FemTech industry: Visana Co-Founder and President Shelly Lanning, Flare Capital Principal Margaret Malone, and Healthcare Executive Leigh Ann Ruggles. Together, they dive into the recent surge of FemTech, exploring its impact on the healthcare industry, the use of AI in FemTech, and the power of branding and marketing in the sector. With insights on negotiation, talent, and toddlerhood survival, this episode offers a unique blend of expertise and personal experiences that will leave listeners informed and inspired.
In this episode, we discuss:
FemTech’s rise in the healthcare industry
AI’s impact on healthcare and FemTech
How much should you spend on marketing, PR, and branding
The destigmatizing of women's health
The FemTech funding challenges
Importance of honesty, data, and knowing the pipeline in successful funding negotiations
The role of storytelling and working with great marketers in building and selling companies
Thoughtful event choices and leveraging relationships over extravagant sponsorships
The importance of being intentional about budget allocation and creating a strategic plan
Building good relationships with CFOs to gain trust and facilitate marketing budget discussions
Recommended reading:
Ovia Health
Flo
What to Expect
Female Founders are Energizing Investment in Women's Healthcare
Talent: The Market Cap Multiplier
Storytelling that Sells – Part 3: Good Marketing Spoils the Plot
What are we reading right now:
To Kill a Mockingbird
The Economist
Axios
Never Split the Difference
Find Leigh Ann Ruggles on LinkedIn
Find Shelly Lanning on LinkedIn | Visana Health
Find Margaret Malone on LinkedIn | Flare Capital
Find Kriste on LinkedIn | X -
S4 / E5 Future Proofing PR: Insights from Muck Rack’s CEO
We sat down with Greg Galant, CEO of Muck Rack, to explore everything from Greg’s early days of podcasting, the history of Muck Rack, the birth of the Shorty Awards to the innovative ways AI is transforming the PR industry today. From streamlining press release drafting to pinpointing ideal journalists for pitches, Greg shares valuable insights and tips for leveraging AI tools effectively. Don't miss this insightful conversation on how AI is reshaping the landscape for curious marketers everywhere.
(2:10) The history behind the term “podcasting”
(4:30) The early days of Twitter (X) with Evan Williams
(06:29) The inception and evolution of Muck Rack, a media database that includes journalist contact information, media monitoring, and reporting
(10:36) The broadening definition of media relations and podcasting’s place in it
(12:12) The current state of social media
(17:32) Muck Rack’s 2024 “State of AI in PR” survey findings
(23:12) Practical tips for incorporating AI into PR and marketing workflows
(26:30) Using customer data for training purposes, and how Muck Rack is different from ChatGPT
(30:20) The importance of listening to client feedback and input
(32:21) Muck Rack’s approach to innovation and the importance of continuous development to stay relevant
(35:02) The ever-evolving landscape of PR and media relations
Relevant Links & Recommended Reading
Blogs, Podcasts, and Books
Muck Rack’s State of AI in PR Report
Muck Rack’s State of PR 2023 Survey
Venture Voice
Who is Michael Ortiz?
Find Greg on:
LinkedIn
Twitter
Muck Rack
Linkedin
http://muckrack.com
Find Kriste on:
LinkedIn
Twitter
Email Kriste: kg@growwithfuoco.com -
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 -
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 -
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 -
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