51 episodes

Healthcare marketing is constantly shifting - and we're here to help you make sense of it.

*Named Healthcare Marketing Agency Podcast of the Year 2023*

Hi, I'm Jenny Bristow - the CEO and founder of Hedy & Hopp, a healthcare marketing agency. We started the We Are, Marketing Happy podcast because of our passion for improving patients’ access to care.

We believe understanding the innovations and shifts in the healthcare industry is key to making that happen.

Please follow, share, and let us know what topics you'd like for us to cover next. Enjoy

Learn more about us: www.hedyandhopp.com

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

    • Business
    • 5.0 • 6 Ratings

Healthcare marketing is constantly shifting - and we're here to help you make sense of it.

*Named Healthcare Marketing Agency Podcast of the Year 2023*

Hi, I'm Jenny Bristow - the CEO and founder of Hedy & Hopp, a healthcare marketing agency. We started the We Are, Marketing Happy podcast because of our passion for improving patients’ access to care.

We believe understanding the innovations and shifts in the healthcare industry is key to making that happen.

Please follow, share, and let us know what topics you'd like for us to cover next. Enjoy

Learn more about us: www.hedyandhopp.com

    Your Roadmap To Digital Sophistication

    Your Roadmap To Digital Sophistication

    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/

    • 12 min
    The Two Stages of Payor Marketing: Planning Your Year

    The Two Stages of Payor Marketing: Planning Your Year

    When it comes to payor marketing, or marketing for insurance companies, planning for the year falls into two primary periods of the year: your open enrollment/AEP period and the off-season.

     

    In this week’s podcast, our CEO Jenny Bristow breaks down how to plan your marketing efforts for these two stages of the year to maximize marketing success:

     

    Always On

    During your slow time of year


    Focus on brand awareness efforts for paid media, some acquisition (don’t go dark!)
    Now is a great time to do website updates/redo
    Ensure measurement plans and dashboards are in a good place (including patient privacy clean-up work)
    Integrate new tools, like CRM, email marketing, etc.
    Put some time toward persona development and user journey optimization
    Roll out and test content marketing strategies

     

    Open Enrollment & AEP

    During your busiest season


    Ramp up your conversion-oriented media programs
    Limit website changes, testing and tracking programs only
    Test persona-based messaging and optimize, optimize, optimize!

    Implement the right marketing tactics at the appropriate time of year to leverage both stages of the payor marketing year.



    Connect with Jenny:

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

    https://calendly.com/jennybristow 

    • 10 min
    Brand vs. Performance Agencies: What to Know

    Brand vs. Performance Agencies: What to Know

    In this week’s episode, Jenny compares the two primary types of marketing agencies: brand agencies and performance agencies. Brand agencies are focused on big-picture, brand awareness efforts to make sure your brand is well known. Performance agencies, like Hedy & Hopp, focus on the finer details to make sure campaigns are driving strong results.

    There are three aspects to consider when considering working with a brand or performance agency:

     

    Campaign Strategy

    A brand agency will focus on awareness tactics, like TV and programmatic, to make sure your brand is well known. On the other hand, campaigns from a brand agency will be specific and conversion-focused. Performance agencies may work to develop specific personas to make sure your brand’s message is effectively reaching the right audience. 

    Reporting Specificity

    With a brand agency, don’t expect a lot of detail when it comes to reporting. Brand agencies aren’t necessarily results-focused, whereas performance agencies are. Performance agencies produce robust reporting, measured all the way to conversion, with a heavy focus on ROI. Performance agency reporting can get very granular to let you know what’s working and how campaign performance can be optimized for even better results.Technical Ability

    Simply put, brand agencies may have gaps when it comes to technical knowledge. Since brand agency campaigns emphasize brand awareness, they aren’t built to know everything about website conversion tracking or how a website tool works, whereas a performance agency is.

     

    Both brand and performance agencies have specific strengths to consider before working with them. While H&H primarily operates as a performance agency, we do have team members from brand agency backgrounds to fulfill your organization’s brand awareness needs, too.

     

    Connect with Jenny:

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

    https://calendly.com/jennybristow

    • 8 min
    4 Strategic Tips for Marketing on a Budget

    4 Strategic Tips for Marketing on a Budget

    In today’s episode, Jenny shares her top four tips for marketing on a budget. The vast majority of folks in the healthcare space operate on a smaller budget, and Jenny shares the following tips for maximizing marketing performance when budgets are tight:

     

    Know your audience. Who are you marketing to? Develop and understand personas around your target audience, so that you know you’re effectively reaching them.

    Create an annual plan. Rather than playing catch up or trying to squeeze a lot of results into a smaller time frame, create an annual plan that maximizes your budget throughout the year to drive consistent results and growth.

    You are a bottom funnel marketer! Be sure to target people who are actively looking for the services you offer and are actively seeking a solution to their problem. Be sure to leverage Google Grants if you are a nonprofit.

    Build a measurement plan and dashboard. Make sure you understand your marketing performance and results. Track all key actions on your website, so that you can effectively optimize performance for prospective customers.

     

    This episode is worth the listen, as Jenny shares all the details marketers need to know when marketing on a budget.



    *** NOTE - Google Grants has updated its eligibility requirements, and hospitals/healthcare providers are no longer eligible! Your foundation/charitable arm can likely still be eligible. ***

     

    Connect with Jenny: 

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

    • 10 min
    Advancing Healthcare Marketing Through Competitive Intel

    Advancing Healthcare Marketing Through Competitive Intel

    On this week’s episode of "We Are, Marketing Happy," our CEO & Founder, Jenny Bristow, speaks on a topic that's been brought to light on a lot of our calls with clients and prospects
    recently - competitive insights.

    With the new fiscal year approaching for many, it's crunch time to deep dive into competitive intelligence. We're talking about more than just keeping pace; understanding your competitors' approach to marketing helps you fine tune yours.

    Tune in for actionable insights on how to tackle this item on your to-do list!

    • 11 min
    Does GA4 Actually Suck? & What To Do About It

    Does GA4 Actually Suck? & What To Do About It

    Welcome to this episode of "We Are, Marketing Happy," the podcast that brings joy to healthcare marketing. Today, our host, CEO, and founder Jenny Bristow, dissects a topic that's stirring up the digital marketing world alongside Mark Brandes, Hedy & Hopp’s head of all things analytics and decision science. 

    This episode sheds light on the mixed feelings surrounding GA4, digging into its challenges and revealing how to harness its full potential. Jenny and Mark go beyond critique, offering practical advice for organizations deeply invested in GA4. Whether you're grappling with catch-all tracking, seeking clarity on website performance, or looking to beautify your data analysis with Looker Studio dashboards, this episode is packed with actionable solutions. Join us as we transform technical hurdles into opportunities for joy and insight, ensuring your marketing efforts are both happy and effective.

    Episode Highlights:

    [0:45] - Introduction to GA4's Mixed Reception: Insights into the digital marketing community's varied reactions to Google Analytics 4.

    [1:20] - The Challenge with GA4: Mark and Jenny discuss the steep learning curve and common frustrations with the new platform.

    [2:55] - Embracing Measurement Planning: Highlighting the importance of a well-crafted measurement plan for accurate data analysis in healthcare marketing.

    [4:10] - Implementing Dashboards for Better Analytics: How custom dashboards can make data from GA4 more accessible and actionable.

    [6:00] - The Future of Healthcare Marketing with GA4: Optimizing Google Analytics 4 for enhanced decision-making in healthcare marketing.

    [7:30] - Practical Tips for GA4 Transition: Jenny and Mark offer advice for organizations adapting to Google Analytics 4, focusing on setup and tracking strategies.

    Connect with Jenny

    Connect with Mark

    Check out more about how Hedy & Hopp can help you do more with your data!

    • 9 min

Customer Reviews

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6 Ratings

6 Ratings

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