Shows
We Are, Marketing Happy - A Healthcare Marketing PodcastHMPS25 RecapWe’re back from HMPS25 and understand the hype! In this episode, Taylor, Kristin, and Jenny recap their time at the Healthcare Marketing & Physician Strategies Summit—from sunshine and friendship bracelets to standout sessions on privacy, AI, and proving ROI. H&H came prepared with art prints in hand and even swapped some friendship bracelets. The conference, hosted at the Omni Orlando, delivered with plenty of food, nonstop coffee breaks, and a crowd full of seasoned healthcare marketers from across the country. Plus, there were 70 sessions to choose from!We’re sharing our favorite takeaways, including what it mea...2025-05-0930 min
We Are, Marketing Happy - A Healthcare Marketing PodcastIntroducing We Are, HIPAA SmartWhat started as a conference Q&A has grown into a full-scale solution for our industry. In this episode, Jenny introduces We Are, HIPAA Smart—the first and only compliance training platform built specifically for healthcare marketers. Born from years of podcasting, speaking, and consulting on the evolving regulatory landscape, the platform was created to finally offer practical, tactical training built for marketers instead of clinicians. Jenny walks through what's included in the launch, from 101-level modules on HIPAA and general compliance to a more advanced technical course for teams deep in implementation work, and shares how the...2025-05-0211 min
We Are, Marketing Happy - A Healthcare Marketing Podcast2025 Swaay.Health LIVE Recap2025 Swaay.Health LIVE brought community, strategy, and a surprise win for the Hedy & Hopp crew. In this episode, Jenny and Senior Account Manager Shelby unpack their favorite moments from the conference, including standout sessions and Shelby’s Rising Star award (!) win. They dig into two sessions that stood out: how the American Board of Radiology used formal listening to reshape its certification process, and how Nebraska Medicine partnered with Unlock Health to rethink recruitment as a brand strategy. Jenny and Shelby also chat through who this conference is best suited for.2025 Swaay.Health LIVE Speakers Mentioned: S...2025-04-2520 min
We Are, Marketing Happy - A Healthcare Marketing PodcastImposter Syndrome in Healthcare MarketingIn episode 90 of We Are, Marketing Happy, Jenny sits down with Hedy & Hopp’s Director of Data & Technology, Mark Brandes, for a conversation that steps outside our usual healthcare marketing topics. Instead of pixels and campaigns, we’re diving into mindset specifically, how it shows up in our industry through things like imposter syndrome.Mark shares insights from a podcast he loves, Standard Deviation, and discusses how reframing imposter syndrome as “manifestations” can help us move past feelings of inadequacy. From the pressure to be a perfectionist or expert to the fear of asking for help, this episode...2025-04-1814 min
We Are, Marketing Happy - A Healthcare Marketing PodcastAccessibility in Healthcare MarketingIn this episode of We Are, Marketing Happy, Jenny breaks down HHS’s new accessibility rule and what it means for healthcare organizations. With compliance deadlines approaching in 2026 and 2027, it’s essential to understand who’s affected, what WCAG 2.0 AA standards require, and how to assess your website, kiosks, and mobile apps for compliance.Jenny shares steps for getting started, including a free accessibility scan and ways to approach necessary updates. While enforcement remains uncertain, prioritizing accessibility will result in a better experience for all patients and showcase your brand’s commitment to inclusivity.Resources & Notes2025-04-1111 min
We Are, Marketing Happy - A Healthcare Marketing PodcastMarket Readiness for Marketing CampaignsOften, healthcare marketers are asked to launch campaigns for departments that aren’t prepared to handle increased patient volume. In this episode, Jenny Bristow explores the concept of market readiness, sharing key questions marketing leaders should ask to ensure their efforts drive real results.If a department isn’t ready for patient acquisition, there are still ways marketing can add value. Jenny discusses alternative strategies like brand awareness, reputation management, and SEO to help position departments for future success.Connect with Jenny:Email: jenny@hedyandhopp.comLinkedIn: https://www.linkedin.com/in/j...2025-04-0410 min
We Are, Marketing Happy - A Healthcare Marketing PodcastMaking Marketing MeasurableWith a new fiscal year around the corner and marketing teams gearing up for fresh campaigns, conversations around proving the impact of spend are occurring. In this episode, Jenny breaks down the must-know basics of marketing measurement to make sure your campaigns show real results. She dives into why having a solid measurement plan matters, the key differences between dashboards and reports, and how data lakes and attribution modeling give you a complete view of your marketing performance. While visualization tools are useful, the real value comes from how you structure and analyze your data.Connect with...2025-03-2108 min
We Are, Marketing Happy - A Healthcare Marketing PodcastMeta Changes for PayorsMeta is shaking things up again with new regulations affecting payor advertising. In this episode, Jenny and Miranda, Hedy & Hopp’s Director of Paid Media, break down Meta’s updates to the financial products and services category, including new targeting restrictions, and how broad location radius requirements and inclusive demographic rules are reshaping campaign strategies. With targeting getting less precise, lead quality is bound to shift, making now the time to reset expectations and fine-tune how success is measured.ResourcesMeta’s Changes2025 Trends in Paid Media C...2025-03-0710 min
We Are, Marketing Happy - A Healthcare Marketing PodcastBuilding a New Website: 2 PathsMore healthcare organizations are rethinking their websites, but should you opt for a refresh or a full rebuild? In this episode, Jenny explores this growing trend and breaks down the key differences. She covers when a refresh is the right choice—especially for improving accessibility, mobile responsiveness, and privacy compliance, including the impact of HHS Section 504 and WCAG 2.1. She also explains when a rebuild is necessary, such as enhancing the patient experience, rebranding, or integrating new technologies. Understanding these distinctions can help your organization align its website strategy with its goals, timeline, and budget.Re...2025-02-2808 min
We Are, Marketing Happy - A Healthcare Marketing Podcast2025 Patient Privacy FindingsIn this episode, Jenny shares key insights from Hedy & Hopp’s 2025 patient privacy research. Analyzing 254 provider and payor websites, the audit shows a decline in Google Analytics 4 usage, a rise in server-side tagging, and improved compliance as Universal Analytics is removed by many.
However, risky practices persist, with 29.92% of sites still using at least one conversion tracking pixel and some relying on non-HIPAA-compliant form tools. Meanwhile, more organizations are exploring alternative analytics solutions, and a growing number of marketers are operating without any tracking at all.
Resources
2024’s Patient Privacy Findings Podca...2025-02-0712 min
We Are, Marketing Happy - A Healthcare Marketing PodcastWhat You Should Expect From Your Media Agency
In this episode of We Are, Marketing Happy, Jenny and Lindsey Brown, Director of Digital Activation at Hedy & Hopp, share what healthcare marketers should expect from their media agency. Many clients are surprised by how much more we deliver compared to previous agencies when these practices should be the standard.
They dive into four key areas agencies should focus on: strategic planning that aligns with business goals, clear and consistent documentation for transparency, meaningful reporting that goes beyond surface-level metrics, and bonus items. Agencies should also consistently keep clients in the loop and be ready to pivot strategies when...2025-01-3118 min
We Are, Marketing Happy - A Healthcare Marketing PodcastState of Social Media - 2025 PredictionsIn this episode, Jenny sits down with Chris Boyer, a senior digital health strategist and principal of @chrisboyer LLC, to discuss the shifting (and somewhat messy) state of social media in 2025. With the undecided future of TikTok and Meta reshaping its content and advertising rules and regulations,
it’s time for organizations to rethink their social media strategies.
They explore the impacts of Meta’s content moderation changes, how the tightening of ad restrictions affects campaigns, and why social media should be seen as "leased land." Plus, they discuss the challenges of fighting misinformation and creating valuable content in toda...2025-01-2435 min
We Are, Marketing Happy - A Healthcare Marketing PodcastAI For Healthcare Marketers - Part 3 of 3In the final episode of our “AI for Healthcare Marketers” series, we’re getting hands-on with AI platforms. While understanding how AI platforms function is important, it’s when you start using them in your workflows that the real value shines through. This interactive episode walks you through five practical exercises designed to make your daily tasks smoother and more efficient.
The exercises covered:
•Using ChatGPT for quick note transcriptions
•Brainstorming content ideas with Claude
•Conducting market research with Copilot
•Navigating privacy concerns with Perplexity
•How AI can improve...2025-01-1718 min
We Are, Marketing Happy - A Healthcare Marketing PodcastAI For Healthcare Marketers: Part 2 of 3In the second episode of our three-part AI series, Jenny builds on our understanding of AI by covering the six tenets for using AI effectively in marketing. While AI offers exciting opportunities, it also comes with challenges that require caution and strategy.
Key takeaways include:
● Approach AI with skepticism: Even tools like ChatGPT can provide inaccurate information, with hallucinations still occurring about 30% of the time.
● Never use AI output as-is: AI-generated content should always be reviewed and refined to avoid sounding impersonal or inaccurate.
● Avoid having AI create deliverables...2025-01-1012 min
We Are, Marketing Happy - A Healthcare Marketing PodcastAI For Healthcare Marketers: Part 1 of 3In the first episode of our three-part AI for health marketers series, we break down the basics of AI and how healthcare marketers can use it effectively. Jenny discusses how AI has rapidly evolved - ChatGPT is just two years old, with 56% of adults having used it and explains the types of AI, including Narrow AI (used today), General AI, and Superintelligent AI. Jenny also covers how AI learns through methods like supervised, unsupervised, and reinforcement learning, and highlights its key capabilities, such as natural language processing and computer vision.
The episode introduces top...2025-01-0325 min
We Are, Marketing Happy - A Healthcare Marketing PodcastURGENT New Google Click-To-Call Terms (And HIPAA Concern)In this special episode of We Are, Marketing Happy, Jenny dives into a critical update for healthcare marketers. Google is requiring advertisers to opt into call recording for its Click-to-Call feature, creating potential HIPAA compliance risks. Jenny explains the changes, why they’re a concern, and what steps you need to take to protect your organization.
Key Points:
• Google’s new terms for Click-to-Call could result in PHI or PII being recorded, violating HIPAA.
• The rollout is inconsistent, so accounts must be monitored closely.
• You can contact Google support to opt out...2024-12-2008 min
We Are, Marketing Happy - A Healthcare Marketing Podcast2025 Trends in Paid MediaJenny is joined by Hedy & Hopp's Director of Paid Media, Miranda Ochsner, to break down the top paid media trends for 2025. They discuss insights from the 2024 Nielsen Annual Marketing Report, including why 72% of marketers plan to boost their ad budgets despite economic uncertainty and the importance of balancing performance marketing with
long-term brand building. TikTok’s growing role in healthcare marketing and its impact on cross-platform ad strategies also takes center stage.
They also share some reminders when it comes to remarketing and retargeting strategies including the shift away from website pixel-based retargeting, as well as...2024-12-1320 min
We Are, Marketing Happy - A Healthcare Marketing PodcastRecap of HCIC24In this episode, Jenny is joined by Hedy & Hopp’s Account Manager, Shelby Auer, and Marketing Manager, Taylor
Fedderke, to recap their time at HCIC24 in Austin. With its walkable venue downtown and amazing food, the conference provided a great setting to reconnect
with peers and explore the latest industry trends.
They dive into key themes from the event,
including the growing role of AI, how SEO continues to be a game-changer, and fresh approaches to reputation management. They also discuss how organizations
are using data to improve provider finders, enhance consumer engagement, and streamline digital strategies, as...2024-11-2228 min
We Are, Marketing Happy - A Healthcare Marketing PodcastAI Video and Image Editing 101In this episode, Jenny Bristow, CEO of Hedy & Hopp, speaks with Drew Hardesty, CEO of Wonder Boy Media, about how AI is transforming video and image editing in healthcare marketing. They explore the innovative ways AI is helping marketers save time, enhance creativity, and improve efficiency in editing tasks.
Episode Highlights:
● AI in Art Generation vs. Editing: A distinction between AI art creation and AI-powered editing that enhances existing content.
● Photo Editing: AI tools in platforms like Canva and Adobe simplify tasks like background removal and denoising.
● AI’s Role in Video Editing: AI accelerates mult...2024-11-1512 min
We Are, Marketing Happy - A Healthcare Marketing PodcastCreative Data Integration TipsIn this episode, Jenny Bristow, CEO of Hedy & Hopp, is joined by Suzie Schmitt, Senior Digital Producer, to chat
about creative solutions for data integration in marketing dashboards. Building on recent discussions about privacy and analytics at industry conferences, they discuss a workaround that enhances the reporting capabilities of data—while staying HIPAA compliant.
Additional Episode Highlights:
● Call Tracking Challenges: Using CallRail’s
HIPAA-compliant product and the difficulties in accessing comprehensive reporting data.
● Identifying Essential Data: Determining which
data fields are necessary for analysis while avoiding sensitive information.
● Secure Data Management: Mana...2024-11-0109 min
We Are, Marketing Happy - A Healthcare Marketing PodcastRecap of SHSMD24Back from SHSMD Connections 2024 in Denver, CO, Jenny Bristow, Shelby Auer, Mark Brandes, and Taylor Fedderke from Hedy & Hopp share their key takeaways. They discuss the latest trends in AI and privacy, the strong audience engagement in Q&As, and why using data effectively remains a top priority in healthcare marketing.
They also highlight sessions on recruitment-focused marketing strategies, a basketball-themed initiative that improved KPIs like reducing harm events and patient stay times, and a creative healthcare heroes social media program.
From first-time attendees to catching up with old friends—and handing out fan favorite fr...2024-10-1825 min
We Are, Marketing Happy - A Healthcare Marketing PodcastSmarter Marketing with EpicEpic is one of the leading electronic health record platforms, but did you know it can also help healthcare marketers gain deeper insights into their marketing efforts? In this episode, Jenny chats with Sam Seering, Product Manager of Cheers at Epic, about how healthcare organizations can use Epic’s CRM solution, Cheers, to better understand marketing impact and improve key performance indicators (KPIs).
What’s Discussed:
● An overview of marketing measurement possibilities within Cheers, including the tools available for healthcare marketers.
● Integration of scheduling features to track appointments from a variety of marketing channels suc...2024-10-0415 min
We Are, Marketing Happy - A Healthcare Marketing PodcastSneak Peek: SHSMD 2024In this week's episode, we’re giving you a sneak peek of what to expect from Hedy & Hopp at SHSMD Connections 2024, happening October 13-15 in Denver, CO. We're excited to be part of this event again this year and share how you can connect with us and attend our sessions!
What We Cover:
● H&H at Booth 1015: Come find us! Grab one of our coveted friendship bracelets and check out the art prints from our 2024 Artist in Residence, Katie Mertz. Look for the joy, and let's connect!
● Pre-Conference Workshop: Jenny Bristow and Mark Brandes will be...2024-09-2711 min
We Are, Marketing Happy - A Healthcare Marketing PodcastTips to Maximize Conference AttendanceTips to maximize conference attendance. Topic our team is knee deep in. Conference prep. Thought
it could be useful for those attending this fall or spring. How you can better
prepare for the conference and maximize your attendance. For providers and payors.
Hopefully it will give you 5 really solid tips to help you get everything you
need out of the event.
1. Develop your goals. Make sure you know why are you are going and what success will look
like. Networking? Maybe you are wanting to learn to walk away with some key
insights? Maybe your g...2024-09-1312 min
We Are, Marketing Happy - A Healthcare Marketing PodcastWhen Demand Exceeds Supply - How Marketing’s Role PivotsIn this week’s episode, we're joined by Jeremy
Rogers, Executive Director of Digital Marketing and Experience at Indiana University Health, who brings nearly nine years of experience at the organization and a deep understanding of the evolving healthcare marketing
landscape. We dive into a critical challenge many marketers face today: demand for healthcare services now far exceeds supply, requiring a strategic shift.
Key Discussion Points:
● Evolving Marketing Priorities: Marketing’s traditional focus on acquiring new patients has evolved due to
longer wait times for patients. Marketers now need to manage patient expectations and maintain s...2024-09-0611 min
We Are, Marketing Happy - A Healthcare Marketing PodcastDetermining Media MixIn this episode, Miranda Ochsner, Director of Paid Media at Hedy & Hopp, joins Jenny to discuss how to determine the optimal media mix for your organization. At H&H, we frequently work with clients across a wide range of budgets—from under $10,000 to over $1,000,000. Our recommendations for media channels vary depending on several factors, and Miranda breaks down the key considerations and decision-making processes involved.
Key Topics Discussed:
● Budget Considerations: Budget size directly influences the choice of media channels. Smaller budgets may limit traditional media opportunities, while larger budgets allow for a more comprehensive...2024-08-3013 min
We Are, Marketing Happy - A Healthcare Marketing PodcastMarketing Dashboards 101In this podcast episode, we cover the essentials for dashboards. If you’re feeling overwhelmed by the terminology, technologies, and the need to demonstrate ROI when developing your first dashboard for your healthcare organization, you’re not alone. Our goal is to set a baseline of understanding so that when you tackle yours, you’ll know what to look out for and the right questions to ask.
What We Cover:
Terminology Matters: Dashboards and reports are often used interchangeably, but they serve different purposes. Dashboards provide real-time data, while reports offer a snapshot in time.
...2024-08-1611 min
We Are, Marketing Happy - A Healthcare Marketing PodcastThe Digital Patient Journey: Mapping SuccessIn this episode, we dive into the digital patient journey, focusing on mapping success. Over the past few weeks, we've had numerous conversations with systems and providers across the country who are looking to rebuild their websites and make their digital front door easier to access. Many face budget or approval constraints, so we're here to bridge that gap by focusing on interim action items such as content and technology adjustments.
Sometimes, it’s necessary to redo your website entirely. However, if a full redesign isn’t feasible right now, here are some steps to improve the pati...2024-08-0909 min
We Are, Marketing Happy - A Healthcare Marketing PodcastHedy & Hopp Acquires iHealthSpotIn today’s episode, Jenny welcomes iHealthSpot Director of Practice Marketing, Bill Riley, to share some very exciting news that will advance the offerings of our agency—Hedy & Hopp has acquired iHealthSpot. iHealthSpot is a healthcare marketing agency that specializes in helping local providers establish and grow their marketing footprint to increase brand awareness and drive patient engagement. At Hedy & Hopp, we work with more regional providers and payors, so this acquisition gives us the capabilities, processes, and technologies to serve smaller groups, expanding our impact to improve how patients find and access care through smarter marketing campaigns.
2024-08-0214 min
We Are, Marketing Happy - A Healthcare Marketing PodcastCandidate Recruiting Marketing - Some Tips!Recruiting marketing is gaining attention as organizations slightly shift their focus from patient acquisition to recruitment. In this week’s episode we plan to guide you through the key aspects of developing a successful recruiting marketing strategy.
In a previous podcast episode, we discussed the foundations of recruiting marketing, emphasizing the importance of the internal marketing team partnering with HR to understand marketing and positioning goals. Today, we tackle specific questions and provide advice to help you succeed.
Questions Answered:
1. Do we need a recruiting section on our website?
2024-07-2611 min
We Are, Marketing Happy - A Healthcare Marketing PodcastRedoing a Website? Where to Start
If you a marketing leader or a member of a marketing team that is beginning the
process of tackling a website rebuild, this episode is for you! Jenny shares
five essential steps to focus on before you dig into the desired design of the
website:
Centering your “why”:
Understand why your website exists. Identify your primary, secondary, and
tertiary audiences (e.g., patients, HR/recruiting, foundation) and define
your calls to action.
Get tech savvy: Explore
how current technologies can help streamline processes. Brainstorm new
opportunities, like embedding a scheduling tool into service pages.
Design site
archi...2024-07-1909 min
We Are, Marketing Happy - A Healthcare Marketing PodcastReputation Management in HealthcareWhen you hear “reputation management,” what comes to mind? For some, it’s online review management, which is indeed a vital component. However, it’s just one piece of the puzzle. In today’s episode, Jenny dives into the second crucial piece: shaping the online narrative about your organization. This is often intertwined with PR as it dictates how people perceive your organization. To effectively manage this narrative, follow these steps:
● Craft and distribute surveys to gauge current perceptions.
● Develop a four-step strategy to manage your online narrative:
1. Identify the core messages.
2. Determine who...2024-07-1209 min
We Are, Marketing Happy - A Healthcare Marketing PodcastOCR and AHA Ruling – Patient Privacy Update for 2024Healthcare marketers were thrown for a loop again a couple of weeks ago when the final ruling was released for the lawsuit by the American Hospital Association (AHA) against the Office of Civil Rights (OCR). The ruling threw out a key part of the 2022 bulletin but left marketers confused about what, if anything, they should do to modify their marketing analytics setups.
Listen in to learn:
● The details of the AHA and OCR lawsuit and specifics of the ruling
● How state privacy laws may change based on this ruling
● FTC and civil lawsuit implications...2024-07-0322 min
We Are, Marketing Happy - A Healthcare Marketing Podcast6 Tips For Presenting To Your Board or Leadership TeamOne of the things we love to do at Hedy & Hopp is getting time in front of our clients’ boards or leadership teams to present our marketing successes. It’s an exciting opportunity for us to share the story of how we’ve collaborated with our clients to support their organization’s business goals. In this podcast, Jenny outlines six tips for presenting to your board or leadership team.
1. Understand your audience
What is their background—are they clinical, finance, or operations?
What is their tenure at the organization
Identify key areas of interest
2. Understand why you ar...2024-06-2810 min
Healthcare NOW RadioHealthcare Rap: Marketing and Consumer Experience Are Converging!Marketing and Consumer Experience Are Converging! Jenny Bristow, CEO and Founder of Hedy & Hopp, speaks with a lot of healthcare organizations about the intersection of marketing, digital, and consumer engagement. As we champion leaders in this field, it’s more important than ever to seek out inspiration and education. You’ll love Jenny’s enthusiasm and passion for working in this field, her insights on what’s coming around the corner for consumer experience, and how sharing our own healthcare encounters leads us to build a better system for tomorrow. All that, plus the Flava of the Week about the third and...2024-06-2433 min
We Are, Marketing Happy - A Healthcare Marketing PodcastSEO For AI (Yep, It's a Thing!)One thing we enjoy covering on this podcast is up and coming tactics and terminology you need to know as a healthcare marketer. Though you may or may not choose to prioritize new tactics, knowing about them and not being surprised during a hallway conversation is key.
Today, we will cover the basics around SEO for generative AI platforms, specifically discussing:
What is SEO for AI
Essentially, how do you get your organization to show up in AI results, alongside relevant studies and data?
2. Acronyms you need to...2024-06-2115 min
We Are, Marketing Happy - A Healthcare Marketing Podcast5 Pillars for Pediatric Content MarketingAt Hedy & Hopp, pediatrics is one of our passions, and in this week’s episode, Jenny talks about developing a pediatric content strategy. One thing that makes pediatric content so different from other types of healthcare content is that, instead of talking directly to a patient, often pediatric content is aimed at the parents of a patient.
With that in mind, Jenny offers five pillars for pediatric content marketing:
Understanding a DiagnosisDevelop content that helps parents understand their child’s diagnosis through describing symptoms, treatments, and what to expect. This type o...2024-06-1412 min
We Are, Marketing Happy - A Healthcare Marketing Podcast6 Core Tenets of Using AI in Healthcare MarketingIn today’s episode Jenny talks about the six core tenets of using AI in healthcare marketing, including
1. Approach AI results with healthy skepticism.
“Hallucinations” are common with AI and it can be easy to assume the information you are getting is factual.
2. Do not use AI outputs as-is without reviewing and adjusting.
For example, if you have it generate an internal email, do not just copy, paste, and send. Make sure to read it and confirm it’s formatted (and reads) correctly.
3. Do not have...2024-06-0710 min
Shift Forward HealthMarketing and Consumer Experience Are Converging! (#325)Jenny Bristow, CEO and Founder of Hedy & Hopp, speaks with a lot of healthcare organizations about the intersection of marketing, digital, and consumer engagement. As we champion leaders in this field, it’s more important than ever to seek out inspiration and education. You’ll love Jenny’s enthusiasm and passion for working in this field, her insights on what’s coming around the corner for consumer experience, and how sharing our own healthcare encounters leads us to build a better system for tomorrow. All that, plus the Flava of the Week about the third and final trend in...2024-05-2833 minHealthcare RapMarketing and Consumer Experience Are Converging! (#325)Jenny Bristow, CEO and Founder of Hedy & Hopp, speaks with a lot of healthcare organizations about the intersection of marketing, digital, and consumer engagement. As we champion leaders in this field, it’s more important than ever to seek out inspiration and education. You’ll love Jenny’s enthusiasm and passion for working in this field, her insights on what’s coming around the corner for consumer experience, and how sharing our own healthcare encounters leads us to build a better system for tomorrow. All that, plus the Flava of the Week about the third and final trend in...2024-05-2833 min
We Are, Marketing Happy - A Healthcare Marketing PodcastBehind The Scenes: Rolling Out a Project Management ToolToday 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.
2024-05-2414 min
We Are, Marketing Happy - A Healthcare Marketing PodcastBoutique Agency: What Does That Mean?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 agenc...2024-05-1712 min
We Are, Marketing Happy - A Healthcare Marketing PodcastRural Marketing: Two Major Challenges
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:
Tradit...2024-05-1012 min
We Are, Marketing Happy - A Healthcare Marketing PodcastUsing CRO to Optimize Paid Media PerformanceIn 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/Authori...2024-05-0308 minWe Are, Marketing Happy - A Healthcare Marketing PodcastBy The Numbers: The Current State of Healthcare Marketing ToolsWith 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
● ...2024-04-2609 min
We Are, Marketing Happy - A Healthcare Marketing PodcastYour Roadmap To Digital SophisticationPicture 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. Fig...2024-04-1912 min
We Are, Marketing Happy - A Healthcare Marketing PodcastThe Two Stages of Payor Marketing: Planning Your YearWhen 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 websit...2024-04-1210 min
We Are, Marketing Happy - A Healthcare Marketing PodcastBrand vs. Performance Agencies: What to KnowIn 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...2024-04-0508 min
We Are, Marketing Happy - A Healthcare Marketing Podcast4 Strategic Tips for Marketing on a BudgetIn 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 th...2024-03-2910 min
We Are, Marketing Happy - A Healthcare Marketing PodcastAdvancing Healthcare Marketing Through Competitive IntelOn 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!
2024-03-2211 min
We Are, Marketing Happy - A Healthcare Marketing PodcastDoes GA4 Actually Suck? & What To Do About ItWelcome 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...2024-03-1509 min
We Are, Marketing Happy - A Healthcare Marketing PodcastNavigating Shifts In Physician Referral MarketingIn this week’s episode of “We Are Marketing Happy,” we explore the dynamic world of healthcare marketing and the impact of COVID-19 on physician referrals. Our host Jenny Bristow, CEO and founder of Hedy & Hopp, discusses the shifts and trends in healthcare systems' marketing strategies with Lindsey Brown, our esteemed Director of Digital Activation. Together, they delve into the nuances of referral marketing in a post-pandemic landscape, offering invaluable insights for healthcare marketers looking to enhance their referral processes and improve patient care through strategic marketing.
Connect with Jenny
Connect with Lindsey
2024-03-0810 min
We Are, Marketing Happy - A Healthcare Marketing Podcast4 Pro Tips to Boost Your Healthcare Marketing Team’s EfficiencyIn healthcare marketing, leaders often face the challenge of helping their teams become more efficient in a field full of regulations and diverse patient needs. Balancing the demands of technology with the personal touch of healthcare requires finding smart ways to streamline processes and maximize productivity. In this week's episode, discover how to amp up your healthcare marketing team with Jenny Bristow, CEO and founder at Hedy & Hopp.
Jenny explores innovative approaches to streamline workflows, maximize collaboration, and ultimately amplify success. She hits on project briefs, scorecards, case studies, and in-house knowledge-sharing to revolutionize your approach. Tune i...2024-02-1613 min
We Are, Marketing Happy - A Healthcare Marketing PodcastUtilizing End-of-Year Budget Surpluses - Some Advice!When you find out you have a budget that must be spent by end of your fiscal year, how should you spend it? We outline Foundation vs. Acquisition activities and the framework we use to help our clients spend the funds in a way that can help the entire fiscal budget of next year perform better.
In this week’s podcast, Jenny talks about utilizing end-of-year budget surpluses. One way is through Foundation activities, or one time projects that have a defined start and end time that set your organization up for success next year. The...2024-02-0908 min
We Are, Marketing Happy - A Healthcare Marketing PodcastUnpacking Candidate Recruiting MarketingIn this week’s episode, Jenny discusses candidate recruiting and how marketing teams can lean in to help build a full and successful candidate pipeline.
Healthcare marketing is a pendulum. On one end, marketing efforts are focused on new patient acquisition. On the other end, HR and recruiting teams need to invest time and resources into finding quality providers to deliver the care you are promising new patients.
Jenny outlines three key steps for recruiting marketing:
1. Strategy
Jenny states that in today’s hiring landscape, it’s es...2024-02-0209 min
We Are, Marketing Happy - A Healthcare Marketing PodcastsGTM vs GTM: Navigating Data ComplianceToday, Jenny welcomes Hedy and Hopp’s own Director of Analytics and Decision Science, Mark Brandes to talk about the difference between GTM (Google Tag Manager) and sGTM (Server-Side Google Tag Manager).
Mark states that, while many healthcare marketers utilize traditional web GTM as an essential analytics tool, the tool is really focused on adding information to send between platforms. GTM doesn’t offer a ton of options for removing information, which is a critical consideration when it comes to sensitive PHI/PII that might get shared.
With Server-Side Google Tag Manager, the container lives on y...2024-01-2612 min
We Are, Marketing Happy - A Healthcare Marketing PodcastBuilding Blocks of a Content Marketing StrategyIn today’s episode, Jenny breaks down the fundamentals of building a successful content marketing strategy, using the example of the multi-pronged content marketing strategy Hedy and Hopp built for St. Louis Children’s Hospital with two key components:
A separate website to aggregate the content became an “owned” platform that offered a huge SEO boost, and allowed for creative flexibility compared to the main property. It was important to have a platform to aggregate content, too, because actual social channels shift over time.
A dedicated YouTube channel the brand to drive more organic traffic, and the...2024-01-1909 min
We Are, Marketing Happy - A Healthcare Marketing PodcastOur Top Three Reasons to Submit for AwardsIn today’s episode, Jenny shares her top three reasons to spend energy and resources toward submitting for awards: for recruitment, for credibility, and for ego.
● For recruitment. Recognition of your workplace culture can definitely help with recruiting language, both for your marketing team and for other positions that you might be helping recruitment fill, such as nursing.
● For credibility. Winning awards that recognize your facility or a specific service line can help with patient acquisition for that facility/service line AND can sometimes help with recruitment for that facility/service line also, as folks love to...2024-01-1205 min
We Are, Marketing Happy - A Healthcare Marketing PodcastBuilding a Successful Internal Marketing Team with Jeff StewartToday Jenny welcomes Jeff Stewart, VP of Strategic Marketing at
CHRISTUS Health. Jeff discusses CHRISTUS Health’s strategic journey to grow
brand equity through streamlining each of CHRISTUS Health’s twelve distinct
health systems under one united strategic vision.
Jeff offers advice for striking the right balance between
consolidating marketing initiatives and finding the right partners who perform
specific functions really well, as there is no single agency that can do it all
really well, each has its own strengths and weaknesses.
Finally, Jeff shares his advice for marketing leaders who are
ta...2024-01-0515 min
We Are, Marketing Happy - A Healthcare Marketing PodcastHealthcare Recruiting Through A Marketing LensIn today’s episode, Jenny is joined by Hedy & Hopp Senior Vice President and long-time friend Maggie Piasecki. Harkening back to their early days working at a healthcare recruiting firm, together they discuss the growing demand for healthcare workers and how viewing recruiting as a marketing function can help fulfill that demand. They discuss the different approaches needed to engage active job seekers versus more passive groups and how organizations can benefit from taking a full-funnel approach to their recruitment, including focusing on upstream objectives like brand awareness. Maggie shares how a focus on the emotional drivers of the au...2023-12-1511 min
We Are, Marketing Happy - A Healthcare Marketing PodcastStreamlining Your Content Marketing FoundationIn today’s episode, Jenny shares her top tips for establishing a strong and streamlined content marketing foundation, including audience strategy, production, and distribution. She starts off discussing Hedy & Hopp’s own content marketing approach, including her tips for simplified content production and how to use a “pillar content” strategy to maximize your time and effort. She then shares how a multi-channel distribution strategy can reach the right audiences in the right channels, even for complex organizations with a variety of content topics and personas. Jenny also shares tips for how to tag and organize content within a CRM to enabl...2023-12-0807 min
We Are, Marketing Happy - A Healthcare Marketing PodcastPutting “Emotional Intelligence” into Healthcare MarketingIn this week’s episode, Jenny welcomes Brian Deffaa, Chief Marketing Officer of Maryland-based LifeBridge Health. Brian shares his background in consumer and retail marketing and his journey into healthcare, where he is now on a mission to bring real emotion into delivering healthcare marketing. Brian discusses his “inside-out” approach to rallying LifeBridge teammates around a clear, compelling mission based on the organization’s history. Brian also discusses how he has translated that mission into a unique, authentic, and defensible brand proposition for LifeBridge Health that can be felt across every marketing touchpoint. Brian also discusses how he navigates measurem...2023-12-0118 min
We Are, Marketing Happy - A Healthcare Marketing PodcastOur Top Takeaways From HCIC 2023
Back from their final conference of the year, Jenny Bristow, Shelby Auer and Julia Pitlyk of Hedy & Hopp share their highlights from the 2023 HCIC conference in Los Angeles. They discuss various sessions and speakers, including the patient privacy masterclass with Hedy & Hopp and Cincinnati Children’s, several sessions on new marketing channels for hospitals and health systems (like TikTok!), what they learned about marketing technology stacks to enable personalized patient experiences, and ways healthcare marketers can better collaborate cross-functionally. They also speak to the importance for healthcare marketers to lean into each others’ experiences, share their learnings, and...2023-11-1733 min
We Are, Marketing Happy - A Healthcare Marketing PodcastMaking the Most of Your 2024 Paid Media (Part 2): Provider MarketingIn part two of this series on paid media, Jenny welcomes back Hedy & Hopp’s own Director of Activation, Lindsey Brown, and Director of Marketing, Julia Pitlyk. This time, the group covers paid media strategies for healthcare marketers targeting physicians and other healthcare marketers. The group discusses the importance of providing a clinical yet compelling message in any marketing channel to capture the attention of these audiences, and also cover the specific channels that tend to reach more providers than others. Jenny, Lindsey and Julia also talk about the importance of sales and marketing teams working together to create th...2023-11-1016 min
We Are, Marketing Happy - A Healthcare Marketing PodcastMaking the Most of Your 2024 Paid Media (Part 1): Patient MarketingIn part one of a two-part series on paid media, Jenny welcomes Hedy & Hopp’s own Director of Activation, Lindsey Brown, and Director of Marketing, Julia Pitlyk. Together the group discusses what healthcare marketers should consider when planning their paid media strategies from 2024. They focus on how to balance awareness building and lead generation objectives in a media plan, the merits of paid social and exploring creative formats to tell a compelling brand story, considerations around patient data privacy in paid media tactics, and how to develop robust measurement plans for paid campaigns. Jenny, Julia and Lindsey also provide re...2023-11-0315 min
We Are, Marketing Happy - A Healthcare Marketing PodcastMarketing Performance After Privacy Changes: What to ExpectIn this episode, Jenny welcomes Hedy & Hopp’s own Director of Marketing, Julia Pitlyk. Reflecting on their latest discussions around changes to patient data privacy, Jenny and Julia discuss what healthcare marketers should expect from their marketing tactics and analytics. They focus on two main areas of change: marketing activation and analytics, and specifically discuss how those two areas will be impacted by implementing server-side Google Tag Manager to address new privacy guidelines. They also discuss how other solutions, like new analytics tools and CDPs (Customer Data Platforms), differ in terms of how they impact these areas. Jenny and Ju...2023-10-2718 min
We Are, Marketing Happy - A Healthcare Marketing PodcastOur Take: AHA’s Response to Senate RFI on Health Data PrivacyWelcome back! Jenny is here today to present the impact of OCR's December 2022 Bulletin on healthcare marketing. She starts off discussing how the bulletin categorized IP addresses as PHI, causing panic among many marketers, and why she disagrees with the American Hospital Association's stance to fully withdraw the guidance. She advocates for patient privacy and supports OCR's guidance. Jenny welcomes the opportunity to be a leader and example to other industries in the safety of personal information. She emphasizes the importance of technology companies’ understanding and protecting patient data, highlights affordable and effective solutions to do so, and calls fo...2023-10-2011 min
We Are, Marketing Happy - A Healthcare Marketing PodcastTop Takeaways From Becker’s HIT + DH + RCM 2023 ConferenceToday Jenny is bringing you the inside scoop from the Becker’s HIT + DH + RCM Conference with a little help from Hedy and Hopp’s own Shelby Auer. Shelby discusses her experience at the conference, where they explored a wide range of healthcare topics, from digital health to IT, revenue cycle, and the patient experience. The conference featured diverse perspectives, including providers, highlighting the importance of cross-functional collaboration. She and Jenny dig into the themes of knowing patients as consumers, the role of AI in healthcare, and setting a solid marketing foundation. Speakers at the conference emphasized the need for...2023-10-1317 min
We Are, Marketing Happy - A Healthcare Marketing PodcastUnpacking Successful Segmentation Strategies with Courtney MahlandtToday Jenny welcomes Courtney Mahlandt, Senior Director of Segment Marketing at Evernorth Health Services. Courtney discusses their journey into segmentation, driven by the expansion of their healthcare services beyond pharmacy benefits. They aim to understand their broader audience and their needs and emphasize the importance of involving multiple internal teams. This meant including sales and product right from the start to make segmentation an organizational effort.
Courtney explains how they used a combination of first-party data and external quantitative data analysis, surveying over a thousand existing and potential buyers. Courtney and Jenny discuss the benefits of segmentation...2023-10-0613 min
We Are, Marketing Happy - A Healthcare Marketing PodcastThe State of Patient Access (Experian’s 2023 Report)On today’s episode, Jenny is coming to you solo to discuss the recently released Experian State of Patient Access Report. The report is based on surveys of both patients and healthcare providers across the country, exploring their views on access to care over a three-year period. The report identifies five key aspects of patient access and reveals that both patients and providers agree that access to care has either remained the same or worsened in the past year but for different reasons. Patients desire a streamlined scheduling experience, while providers grapple with staffing shortages and care cost challenges. Je...2023-09-2908 min
We Are, Marketing Happy - A Healthcare Marketing PodcastGDPR, State Laws & How Healthcare Marketers Are Navigating New Privacy GuidelinesOn this episode, Jenny is again joined by Shelby Auer, Account Manager at Hedy & Hopp as they bring even more insights from their time at SHSMD 2023. Today she and Shelby discuss the evolving landscape of healthcare marketing regulations, pointing out changes in marketing practices driven by HIPAA, FTC, and state laws. Jenny highlights the importance of understanding GDPR, even for U.S.-based businesses, as opt-in policies and the "right to be forgotten" become more relevant. They also break down the growing complexity of state laws and emphasizes the need for collaboration between marketing, legal, and compliance teams to n...2023-09-1515 min
We Are, Marketing Happy - A Healthcare Marketing PodcastTop Takeaways From SHSMD 2023
Fresh off the plane from this year's SHSMD, Jenny and Shelby Auer, account manager at Hedy and Hopp, share their highlights from the conference in Chicago. They discuss various sessions and speakers, including insights on rural healthcare, brand management, internal communications, data-driven decision-making, and improving the patient experience. They also speak about the importance of learning and sharing experiences within the healthcare marketing industry to make a positive impact.
Connect with Jenny:
https://www.linkedin.com/in/jennybristow/
Connect with Shelby:
https://www.linkedin.com/in/shelby-wanne/
...2023-09-1519 min
We Are, Marketing Happy - A Healthcare Marketing PodcastMarketing to Reduce Barriers to Addiction & Mental Health Treatment with Ben CampOn today’s episode, Jenny welcomes Ben Camp, CEO, and co-founder of RehabPath, a platform focused on improving the patient, caregiver, and family member experience in addiction treatment. Ben discusses the origins of RehabPath, which began in 2017, stemming from his prior work in marketing for addiction treatment centers and tech startups. He emphasizes the importance of the user and patient experience and the challenges people face when seeking addiction treatment information online.
RehabPath aims to provide independent and user-centric resources to help individuals navigate the complex process of finding treatment centers. They prioritize high-quality content, including photos an...2023-09-0819 min
We Are, Marketing Happy - A Healthcare Marketing PodcastBuilding a Personal Brand with Positivity on LinkedIn Comment end with Sunny Yarrish
Today Jenny welcomes Sunny Yarrish, Director of Marketing, Digital, and Omnichannel at Myriad Genetics. On this episode, Sunny's journey into personal branding on LinkedIn takes center stage. Although Sunny humbly claims not to be an expert, she gets results and emphasizes the power of consistency over perfection. She began a challenge in February, posting daily on LinkedIn to share her insights on marketing, healthcare, personal growth, and optimism. Her content's positive impact is evident through messages from old friends, demonstrating the significance of meaningful one-on-one conversations. Sunny's experience highlights that a life worth sharing yields valuable content...2023-08-1809 min
We Are, Marketing Happy - A Healthcare Marketing PodcastMental Health Marketing (A Clinician’s Perspective) with Megan CornishToday Jenny welcomes Megan Cornish, a licensed clinical social worker turned healthcare marketer. Megan shares her unique perspective on marketing and copywriting in the mental health space, emphasizing the importance of positive messaging and careful language choices.
They discuss the intersection of marketing and clinicians in driving demand and the need for clinician involvement in marketing strategies. They also touch on the challenges posed by large companies entering the mental health space and the importance of viewing traditional therapists as allies, not competitors.
Connect with Megan Cornish:
https://www.linkedin.com/in/megan-cornish/
...2023-07-2110 min
We Are, Marketing Happy - A Healthcare Marketing PodcastHealthcare Marketing From a CPG VeteranToday Jenny welcomes her longtime friend and VP of Marketing at TCARE, Julia Pitlyk. They dive into Julia's transition from the consumer packaged goods (CPG) industry to healthcare marketing, discussing the similarities, differences, and best practices that have emerged along the way.
Jenny and Julia reminisce about their early days working together and reflect on how their shared love for problem-solving and complexity led them to the healthcare industry. Julia shares her unique experiences in both the CPG and healthcare sectors, highlighting the valuable insights she gained from working on billion-dollar brands and driving consumer-driven campaigns.
2023-06-1620 min
We Are, Marketing Happy - A Healthcare Marketing PodcastHealthcare Marketing: The Evolution of ROI and MeasurementYou can’t fully understand the evolution of something without knowing the history. This is where Jenny and her guest, Michele Szczypka, Interim VP of Marketing and Communications SSM, begin today’s episode. Michele expresses the importance of understanding the industry's past to comprehend the impact of changes in the present. She emphasizes the value of this perspective for new graduates and early-career professionals.
Jenny and Michele discuss how healthcare marketing Initially started as PR and image-building for hospitals, but has gradually transitioned into true marketing and branding, aided by the emergence of marketing technology (MarTech) in the...2023-05-2613 min
We Are, Marketing Happy - A Healthcare Marketing PodcastPatient Journey ActivationAs marketers, we know the patient journey to book an appointment isn’t linear. So, how do we optimize tactics to ensure you show up at the right place, at the right time?
Lindsey Brown, the Director of Digital Activation at Hedy and Hopp joins us today to share her insights about the steps, activities, and thought processes that the target audience goes through to decide on choosing a product, signing up for a service, or booking an appointment.
She discusses the importance of partnering with strategy to understand the emotions and thought processes that go...2023-05-0514 min
We Are, Marketing Happy - A Healthcare Marketing PodcastHIPAA & FTC 101 For MarketersAfter Jenny’s two-part series on the new HHS bulletin and movement from the FTC from two experts, she is recapping and giving a broad overview emphasizing the most essential parts you need to know.
She discusses what compliance used to mean, what you could be doing unknowingly that is considered sharing data, and the reasoning around the fines levied at GoodRx and Better Health.
She digs into what shifts organizations can make to their analytics and marketing to become compliant but continue marketing campaigns to service prospective patients.
Finally, the episode wraps up...2023-03-1013 min
We Are, Marketing Happy - A Healthcare Marketing PodcastOCR’s HIPAA Bulletin - What it means for healthcare marketers (a marketer’s POV)Is your team scrambling trying to figure out how to make your marketing analytics setup HIPAA-compliant with the new bulletin? Yep, everyone else is too.
Today, Mark Brandes, Hedy & Hopp’s Director of Analytics and Decision Science joins the podcast to talk about the huge impact this bulletin from OCR has on healthcare marketers (as well as the FTC's ruling against GoodRX).
Mark talks about tools and processes that were considered best practices prior to the OCR bulletin and how our approach to HIPAA-compliant marketing has changed. He talks about the reason why third-party marketing pi...2023-03-0319 min
We Are, Marketing Happy - A Healthcare Marketing PodcastOCR’s HIPAA Bulletin - What it means for healthcare marketers (a legal POV)Is your team scrambling trying to figure out how to make your marketing analytics setup HIPAA-compliant with the new bulletin? Yep, everyone else is too.
Today, attorney Drew Westbrook joins the show to discuss the bulletin released by OCR in December 2022. In the bulletin, OCR expanded the definition of what information is protected under HIPAA beyond what most people have read in the law and completely changes the understanding of how marketers can and can’t use analytics tools as part of our toolset, including web analytics and call tracking.
Drew explains the biggest points of...2023-02-2423 min
We Are, Marketing Happy - A Healthcare Marketing PodcastI’m 39…and I Had a Stroke. A Special Update From Jenny BristowThree weeks ago, I had a stroke and in April, I will have heart surgery. Turns out, I have had multiple strokes and the recent one is the only one I have known about. That is the craziest sentence to say and I’m still a little in shock that it’s real! But don’t worry - I’m fine! This episode is to tell my story.
Today, I was honored to be named a Top Women Business Owner in St. Louis and I used my acceptance speech to talk about my stroke and diagnosis and encourag...2023-02-2208 min
We Are, Marketing Happy - A Healthcare Marketing PodcastHow They Did It: Launching Ohio State Health and Discovery SiteOn today’s show Jenny is pleased to welcome William (Skip) Hidlay, Vice President and Chief Communications and Marketing Officer for the Ohio State University Wexner Medical Center, to talk about the exciting things he's been doing in the world of content marketing.
Skip has been in his role for over two years and in that short time, he's already accomplished some truly impressive things. When he arrived, the Ohio State University Wexner Medical Center was dealing with the winter surge of the pandemic, and as part of their outreach and branding strategy, Skip positioned the physicians an...2023-02-0315 min
We Are, Marketing Happy - A Healthcare Marketing PodcastFixing St. Luke's Online Reputation - An Inside LookToday’s episode is all about the important role of building a health care system’s image. No one knows this better than today’s guest, Cindy Graham, Director of Digital Strategy at St. Luke’s Health System in Boise, Idaho. Cindy has worked in healthcare almost 25 years, and has been in her current role for almost a decade, which gives her a unique position to be able to share the changes that have happened during that time and the areas that she and her team are focusing on now going into the new year. The discussion begins with one of t...2023-01-2025 min
We Are, Marketing Happy - A Healthcare Marketing PodcastIntroducing H&H’s 2023 Artist in Residence: Lauren YoungeWe are pleased to be back to weekly episodes! 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...2023-01-1309 min
We Are, Marketing Happy - A Healthcare Marketing PodcastHedy & Hopp Artist In Residence 2022You’ve seen the beautiful artwork on Hedy & 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 2022 Artist In Residence 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. Her art side...2022-11-1812 min
We Are, Marketing Happy - A Healthcare Marketing PodcastMarketing when Nurses are the AudienceToday 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:
How NPs and PAs now make up almost one-third of all prescribing clinicians in the U.S.
Preferences of communication and education for NP/PAs, compared to MDs and why it matters
Tips to recruit NP/PAs, including what matters to many of them right now (tip...2022-11-0408 min
We Are, Marketing Happy - A Healthcare Marketing PodcastSEO and Google Business Profiles for HealthcareAs 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, Suzie Schmitt, a Senior Digital Producer at Hedy and Hopp.
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...2022-10-2111 min
We Are, Marketing Happy - A Healthcare Marketing PodcastPatient Acquisition When Building From ScratchYou 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...2022-10-1413 min
We Are, Marketing Happy - A Healthcare Marketing PodcastHow Remote Patient Monitoring is Changing Healthcare with Bryan PotterAt-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 Solutions 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 fr...2022-10-0709 min
Women Your Mother Warned You AboutDiscovering Your Values with Jenny BristowIt may take time, reflection, and lessons learned, to align your value and your professional image. Today’s guest exemplifies that journey. Jenny Bristow, CEO and Founder of the health care marketing and analytics agency, Hedy and Hopp. Jenny is driven and determined and possibly the nicest person you’ll ever meet. In her tenure at her former company, Anvil Analytics, she realized that she was getting feedback from clients that company makeup didn’t represent the fun and innovative people that made up the core of her team. So she bought out her partner and underwent a rebrand to a n...2022-10-0637 min
We Are, Marketing Happy - A Healthcare Marketing PodcastBudgeting, Getting Buy-In, and Measurement with UW Health
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 r...2022-09-2318 min
We Are, Marketing Happy - A Healthcare Marketing PodcastBreaking Down Silos Within Your Marketing Team with Lindsey Brown
It is vital to have a strong digital team to grow your organization and reach patient acquisition goals. But is your team performing as effectively as it could?
Today Jenny welcomes Hedy & Hopp’s Director of Digital Activation, Lindsey Brown. Lindsey coordinates five different groups – Analytics, Paid Media, Development, Design/UX, and Digital Production. She talks about one of the most complex pieces of the job - determining when and who to bring in at any point during projects. She discusses tactics to avoid an overly-siloed approach and recommends always beginning with an analytics pers...2022-09-1615 min
We Are, Marketing Happy - A Healthcare Marketing PodcastTelehealth: Finding the Human-Automation BalanceTelehealth: Finding the Human-Automation Balance
On today’s episode Jenny has invited the perfect guest to discuss the past few years of telehealth and automation development, along with looking at the current and future evolution of these technologies. Lauren Howard, Telehealth Expert, Digital Health Strategist, Startup Operations and Success Executive, and CEO of ElleTwo joins the show.
Both healthcare and non-healthcare companies were shifting slowly to digital and automated/tele-solutions for their customers, but when Covid arrived, the timeframe went from years to days as they scrambled to adjust. Now that there is some time to...2022-09-0918 min
We Are, Marketing Happy - A Healthcare Marketing PodcastEvolution of Patient-Provider CommunicationAs technology and marketing tools advance, changes continue to come to hospitals, patients, and the people that connect them. Today Jenny welcomes Dustin Horn, Associate Director of Digital Marketing and Communications at Siteman Cancer Center.
Dustin discusses different tools and platforms that he has found to be helpful in connecting and caring for clients. Having been at Siteman for over twelve years, he has seen the large shift and impacts that technology has brought to the health sector. Social media has allowed them to discover patients who have serious medical issues that they may be able to...2022-09-0230 min
We Are, Marketing Happy - A Healthcare Marketing PodcastWhen Healthcare Marketing Becomes PoliticizedToday’s episode is so timely and so important to listen to. Jenny is joined by Bonyen Lee-Gilmore, Vice President of Strategy and Communications at Planned Parenthood of the St. Louis Region and Southwest Missouri. They have a wide-ranging discussion on the dynamics in the country, and in individual states, post-Roe.
Bonyen breaks down the current deluge of misinformation, and the many challenges that women are facing in a state like Missouri. From an almost total ban, the fear that even many types of contraception will soon be on the chopping block, the pushback on...2022-08-2614 min
We Are, Marketing Happy - A Healthcare Marketing PodcastKey Technologies Impacting the Patient JourneyWelcome to the first episode of the We Are Marketing Happy - a healthcare marketing podcast, hosted by Jenny Bristow.
Jenny is the Founder and CEO of Hedy and Hopp, a healthcare marketing agency based in the Midwest. Today Jenny welcomes Annie Haarmann, Head of Consumer Experience, North America at Reputation.
On this episode, Annie breaks down how different health systems are responding to technology advancements in order to improve patient’s access to care. She outlines technology that is changing patient’s journey such as Google’s knowledge panel and local three-pack to natural languag...2022-08-1918 min