In Part 2 of our podcast with author and business strategist Amy K., we have an authentic conversation about how to overcome the real-world challenges and fears that brand leaders face daily in order to remain relevant to the modern-day, savvy consumer.

 

MUSIC Intro

Recorded Intro:

This is The 19. In 19 minutes or less, game-changing insights from Orange Label, the leading response marketing agency for established brands that are driven by a fearless entrepreneurial mindset.

Host Intro:

Hi, this is Rochelle Reiter, agency principal at Orange Label. Last week, in part one of our dynamic interview with Amy K, we talked all about personal branding and the power of storytelling. Today, in part twoAmy K shares her strategies for staying authentic in a world of sales, and overcoming some of leadership’s biggest challenges.

Rochelle: Amy K, welcome back to the 19.

Amy K: Thanks for having me back. It’s a true privilege to talk with you.

Rochelle: So we had so much great insight on your part one podcast. Now we’re gonna talk about selling. So how do you develop a brand message that is both authentic and sales driven, in your opinion?

Amy K: You know, it’s a provocative question because consumers are far more sophisticated, and they’re super busy, and they tolerate a lot less than they used to. And so, developing a brand message that really resonates is not overcomplicating it. It’s really about simplifying it, and hitting people with the raw reality of that life is tough. And that life is complicated, and here is a solution to make life easier. Or to make life more comfortable or to solve your problem. So, one of the things that I think that we’re seeing a lot with our own clients and their brand message is that they’re simplifying a lot to be heard above the fray. But they’re also hitting people with pain points. And I don’t mean the cheesy “what keeps you up at night,” but more along the emotional oomph, that vulnerability of “we get you.” The minute that a brand story can say “we get you,” you’re gonna have a lot of people intrigued in what it is you’re actually selling.

Rochelle: Sure, it’s really about developing that connection – that emotional connection. 

Amy K: Yes. In fact a lot of times, I’ll even say to folks in sales, I’ll say, “It’s not about the classic elevator pitch.” Elevator pitch is 40 years old. Now it’s elevator connect. And even though that sounds a little trite, it’s not. It’s really about the idea of, if you can find a point of relatability and connection, you’ve already separated yourself from the pack of cheesy pitches.

Rochelle: I love that. Instead of a speech, it’s so much more real.

Amy K: It is. And it’s usually about putting your message aside long enough to ask somebody a question. So, one of things that I’ll do in an elevator connect scenario – and I spend a lot of time networking, because I travel all over. I’m at events all the time. If somebody will say, “Oh I’m an engineer,” “Oh, I’m an architect,” and instead of going in the where do you work and how long, is I will immediately say, “Well, what does it feel like, to be an architect in today’s crazy world?” or “What does it feel like, to be a veterinarian in today’s crazy world?” And you know what’s fascinating? This conversation elevates and shifts so fast, because now you’re having a deeper conversation than like where do you work and what do you do and how long have you been doing it.

Rochelle: Yeah, you’re talking about feelings and emotions. What would you say to brand leaders who are perceived as being annoying or inauthentic in their marketing?

Amy K: Well, haters gonna hate. Judgers gonna judge, and so let them judge. But let them judge you being you. So, one of the things is that if we try to be everything to everybody, and then they’re gonna judge and hate us, then they’re judging and hating us for not even being our true...

In author and business strategist Amy K. Hutchens’ years of personal branding experience, two things ring true: you need to engage in tough conversations in order to grow and you need to know how to tell the right story about your brand. So, where do you start? Find out in Part One of The 19: Entrepreneur Edition.

 

MUSIC Intro

Recorded Intro:

This is The 19. In 19 minutes or less, game-changing insights from Orange Label, the leading response marketing agency for established brands that are driven by a fearless entrepreneurial mindset.

Host Intro:

Hi there, this is Rochelle Reiter, agency principal at Orange Label. Today on The 19, we’re thrilled to bring you another installment of our entrepreneur and leadership series, and this time with none other than the incredible speaker, author, and business strategist Amy K Hutchens. Now I’ve had the pleasure of seeing Amy K speak and I’m absolutely blown away by her vivacious energy and profound insights. From communication to culture, leadership to sales, Amy K’s innovative real-world tools streamline and enhance businesses at every level. She has been named Vistage UK’s International Speaker of the Year, and has helped thousands of executives in over ten countries ignite brilliance and generate results.

Rochelle: Amy K, welcome to The 19. We’re so excited to have you.

Amy K: I’m excited to be here, thank you for inviting me.

Rochelle: Amy K, tell us about your background. What led you to become a speaker, an author, a trainer, and a business strategist?

Amy K: One of the things that I think has been a common thread throughout my whole life is teaching and learning. So when I was really little I was playing school with imaginary students. And when that became “so not cool,” I was an intern in high school and actually working in an elementary school classroom. I became an elementary school teacher. Then I became a teacher trainer, and then I became a national speaker. And so, a lot of times people will say “Oh my God, did you ever think you would end up being this entrepreneur, and running your own company?” And twenty some years ago I would have been like “no, never!” But what it is it’s just the evolution of me, continuing to do what I love, which is to teach and to learn.

Rochelle: Oh, that’s awesome. What are your favorite topics to talk about with other business leaders?

Amy K: I spend the majority of my time talking about how hard communication is and how much we struggle with it. And yet one of the things that I sincerely believe and I don’t mean this in any cheesy way, and that is that life is happening one conversation at a time, and the quality of our lives is a direct reflection of the quality of our conversations. And so most of the time, I am working with leaders on the conversations – the tough ones – that they are either attempting, or avoiding every single day.

Rochelle: Are there some common themes that come up? I have to imagine that there are.

Amy K: There are. And you know, some of them are the outward ones that we can all identify with in terms of having the tough conversation around a lack of performance or a lack of productivity, or an unhealthy culture, or mergers and acquisitions, and successfully navigating change or not so much. But then there’s also the much more personal ones that are happening with me, myself, and I. And that doesn’t sound strange when I explain that, you know everyday we are having internal conversations about, are we good enough, and do we know enough and are we creative enough, are we networked enough, do we have enough energy, do we have too much energy, do they like me, do they not, are they judging, are they not. And so, I work a lot with leaders on that internal mindset as well.

Rochelle: Yeah. Let’s talk about personal branding. You mentioned to me in an earlier conversation that we market ourselves in every conversation...

Chief Marketing Officer Jim Nuckols’ mission is to consumer-ize Sharp Healthcare; to find out exactly what customers want and need, instead of just assuming. In Part Two of our interview with Nuckols, we discuss the crucial consumer initiative and how it’s changing the way clinicians and hospital operations deliver care.

 

Host: Hi, it’s Michelle Torr again, Account Director at Orange Label. In our last episode of The 19: Healthcare, Part One with Sharp Healthcare’s Chief Marketing Officer Jim Nuckols talked about how the Sharp Experience guides the health system’s marketing strategy from media to messaging to measurement. Today on Part Two, we’re going one level deeper beyond marketing to the philosophy and practical application of healthcare consumerism. Jim’s extensive background in consumer products and software has propelled Sharp to be a pioneer in this very space. Hi Jim, thank you so much for joining us on The 19 Part Two.

Jim: Great to be here! I love talking about healthcare and marketing together.

Host: Well let’s start by telling us a little about your background. How did you get into the healthcare space?

Jim: I actually started my career in consumer marketing. I was at General Mills, I ran the Wheaties brand for a number of years. Actually signed Michael Jordan to Wheaties.

Host: Wow!

Jim: I made Michael Jordan.

Host: That is so cool!

Jim: And ran the Nature Valley brand, and then after about eight years I ended up in the medical equipment business with a company called Hill-Rom, who does 90% of the hospital beds in the US and ran strategy and ended up acquiring a French company that was in our industry to grow. I ended up spending five years in France, all in medical devices with Cardinal Health, Apexus, a lot of things around drug management, drug control, Alaris, which are infusion pumps, and even spent some time in the entrepreneurial world, helped introduce a new drug product and then came to the provider side, joined Sharp about seven years ago. So, when I sit at Sharp, when I first got to Sharp, I realized everything I had marketed in my past was now at Sharp: Hill-Rom beds, Apexus medication management, Alaris pumps and even Nature Valley granola bars were in the cafeteria. I guess it was all leading to Sharp.

Host: Yeah, everything came full circle for you.

Jim: But now I love running the provider side of healthcare. It’s a little bit different because you’re really now delivering care and making a difference for patients and also it’s a nonprofit. It’s just a different ethos than being on the corporate side.

Host: It is, but I think what’s interesting about your background especially now with the buzz around healthcare consumerism and the shift to a more consumer-focused delivery of care, your background in consumer packaged goods and retail in a sense probably lends a lot of value to the retail space.

Jim: I actually feel like my mission at Sharp is to consumerize Sharp and so that has been a lot of my focus. Sharp is a really brand and presence in San Diego, but as you mentioned you know making health care much more consumer friendly is crucial and that’s my background and that’s my interest and so everything we can do to make Sharp more relevant, more convenient, more consumer-focused is kind of where I’ve put my emphasis and so even changing the way we organize, the way we approach it, it’s actually been somewhat of a shock to the system at Sharp. I mean, I’m just kind of a different beast, I didn’t grow up on the provider side of healthcare, which most marketers in this industry have, including most of my staff. So, I think I do bring a very different perspective.

Host: What would you say are some of your top or your favorite or your most exciting initiatives where you’ve been able to push that consumer focus into the Sharp organization?

Jim: So, very early on, before this was common, I’d just said,

What sets Sharp HealthCare, a leading provider in the San Diego area, apart from the rest? They design lobbies that don’t feel like hospitals, they deliver flowers to patients that don’t have any, they create an expectation and a level of care that’s different. That’s #TheSharpExperience, which is used not as a marketing campaign but as the ethos of the organization. Find out more about this consumer-first experience on Part One of The 19: Healthcare with Sharp Healthcare’s Chief Marketing Officer, Jim Nuckols.

 

Host Intro:

Hi, this is Michelle Torr, Account Director at Orange Label. Today on The 19: Healthcare, I’m joined by Jim Nuckols, Chief Marketing Officer of Sharp Healthcare. Sharp is a leading healthcare provider in San Diego with four acute care hospitals, three specialty hospitals, three affiliated medical groups and a full suite of services and facilities. Now what really sets Sharp apart is a progressive and prioritized approach to the patient experience, which puts the consumer first and foremost at all times. From the very first Google search to one-to-one patient-physician interactions and nurturing the patient relationship beyond just a single episode of care. In today’s Part One with Jim Nuckols, he shares how the Sharp Experience guides the health system’s marketing strategy, from media to messaging to measurement. Hi Jim, thanks for joining us on Part One of this series on The 19.

 

Jim: Great to be here. Eager to talk about marketing and healthcare, my two favorite subjects.

Host: One of the things that you started talking about is the Sharp Experience. How would you describe that Sharp Experience?

Jim: So, the Sharp Experience is a combination of kind of the technology and clinical expertise, the level of extraordinary caring that really sticks out to people, and it’s a culture that’s been created over a long time. There’s no instance fix, but about 17 years ago, the leadership of Sharp at the time mobilized around this idea of completely transforming the healthcare experience to be the best place to receive care, the best place to practice as a physician and the best place to work as an employee, but that involves a lot of different projects and a lot of different ways to transform the culture, ultimately with the aim of transforming the care– what people experience when they are at Sharp. In the last 17 years, we have grown market share every single year. It’s almost mathematically impossible, but we have done it and the Sharp Experience is known in the community. I looked at some data that we had run a couple of years ago and over 70% of San Diegans recognized the Sharp Experience. And what does that mean? Well, there’s a few must-haves at Sharp. For example, when you are talking to someone and finishing conversation, it always has to be like this: “Is there anything else I can do for you? I have the time.” Now, how often do you get that on the phone with your credit card company, a bank or whatever problem. 

Host: Never.

Jim: Exactly. So, it really stands out and if you’re getting help from a Sharp person, that needs to be what happens. Another simple thing is we never point. We always take. There’s a famous story… our corporate headquarters is not near one of the hospitals, but our CEO Mike Murphey was out in front of the corporate office and this woman pulled up who was going to have a baby and she was looking for Sharp Mary Birch, which is our big birthing hospital, and he drove in is car, had her follow him to Sharp Mary Birch, which is about five miles away. So, you know, you don’t point someone to the bathroom or point someone down the hall. I had a visitor yesterday and after our meeting, I walked him downstairs. Simple things like that, but that all kind of adds up and there’s many other must-haves to a different kind of care, how we organize. We also focus on what we call the Experience Economy,

In Part 2 of our interview with Michael Allosso, the Communications & Awareness Specialist shares insights on the three communication zones – the head, heart and groin – and how the best communicators utilize all three based on their authentic objective.

The 19: Entrepreneur Edition with Michael Allosso – Part Two

Orange Label Podcast Script

Host Intro:

Hi! This is Rochelle Reiter, Agency Principal at Orange Label. Last week, in Part 1 of our interview with the engaging Michael Allosso, we talked about the power of listening in a business environment and learned that being authentically “You” is the best way to communicate and connect with others. Today, in Part 2, Michael shares his thoughts on the three communication zones: The Head, Heart and Groin.

Host: Michael its so great to have you back on our podcast

Michael:  Thank you Rochelle, great to be back.

Host: Lets kick it right off  ahum, with a question.  You have a theory about the head, heart and groin.  The three communication zones.  What are they?

Michael: thank you for saying head, heart, groin: three communication zones.  What they’re not is who people are, what they are is the way we communicate.  When I coach actors as we discover a role one way of approaching a role is I ask the actor what kind of communicator is your character?  Is your character a head communicator, a heart communicator or a groin communicator?  Now a head communicators are people who communicate via data, logic, facts.  They’re very intelligent, they speak succinctly, they’re non-emotional, they’re non- confrontational.  And that’s why we associate them with head.  Who are heart communicators?  Well heart communicators Rochelle are deeply  empathetic, they’re even sympathetic.  They care deeply about the words they’re saying, how it goes into the soul, the mind, the heart of the other individual.  They’re sensitive they’re feelings could be hurt.  Now I hear Americans all over the place whether they’ve studied theater or not go around head and heart.  In fact you’ll hear people say well they’re a head communicator or a heart communicator a head person a heart person.  As if those were the only two zones that exist, and that’s not true.  There are many people who are not a head communicator nor a heart communicator.  And those people are groin communicators, gut communicators, grit communicators whatever G word you want to use there.  And these folks Rochelle their best friends are speed and truth.  And subsequently they have no filter, they just say what they want.  I love your hair cut, I hate your shoes, you look wonderful, you look awful.  And people like these people a lot Rochelle quite often because as we said in our last podcast, they come across as authentic.  And authenticity is very very important to all of us.  And they never waste our time they’re all in a hurry, they don’t beat around the bush they get out.  Now the negative about it is some people dismiss them as tactless.

Host: insensitive

Michael: Yes, now one way to think of it Rochelle that if you look at prototypes of people in show business, politics, sports.  That’s often the way  of understanding these models better cause we can talk, before we apply it to our company and the people in our family, people you deal with day to day.  Is if we look at it globally from celebrities sometimes its easier to understand.

Host: Okay well what give me some examples like whose a head personality.

Michael: Yeah so lets start with head communicators.  Generally secretaries of state are very head communicators, Dr. Congolese Rice, Madeline Albright, Colin Powel, Rex Tillerson, Hillary Rodin Clinton when she was secretary of state, John Carry.  These folks are very very head, they communicate via data, logic.  Finance chairs: Ben Bernanke, Alan Greenspan, Jennie Eelam.   Broadcast journalist, are virtually always head, and don’t think cable news,

Communications & Awareness Specialist, Michael Allosso has years of experience as a professional actor, director and personal coach. Today, in Part One of The 19: Entrepreneur Edition, he shares insights on the importance of living with intention, maintaining a strong objective and listening in business.

The 19: Entrepreneur Edition with Michael Allosso – Part One

Orange Label Podcast Script

This is The 19. In 19 minutes or less, game-changing insights from Orange Label, the leading response marketing agency for established brands that are driven by a fearless entrepreneurial mindset.

Host Intro:  Hi there! This is Rochelle Reiter, Agency Principal at Orange Label. Today on The 19, we’re thrilled to bring you another installment of our Entrepreneur and Leadership Series, this time, with professional actor, director and entertainer, Michael Allosso.   I have had the pleasure of seeing Michael speak and he engages and wows with even the most ordinary topics. He’s a personal coach and keynote speaker, offering insights into leadership and how to be “You on Your Best Day.” He believes authenticity and believability are paramount. The same skills an actor uses for outstanding performance are needed to be a top leader and communicator.  So, Michael, welcome to The 19! We’re so excited to have you.

Michael: Its always a pleasure to communicate with you Rochelle.  Thank you!

Host:  So I’ve seen you speak several times both in large conference settings, and in smaller workshop settings.  Tell me a little bit about how you got into public speaking and coaching in the first place.

Michael:  When you keep your stakes very high Rochelle and make every meeting like it’s THE only meeting you have in your life and THE most important event in your life.  Excellence happens.  And when excellence happens people want a piece of it, excellence is contagious people want it, people see it.  Every wonderful thing that’s ever happened to me in my life has been as a result of someone seeing me, hearing me, being with me.  And then doing some generous thing for me.  So I was artistic director of a professional theater in New England.  And I  give curtain speeches.  So,  curtain speeches  are these speeches that the director gives before a show telling subscribers about a season.  And people would come up to me and say hey can you teach me to do that, can you help me to do that.  And that became the transaction from professional theater into the business world.  One of the many segues.  I started my career as a high school drama teacher…. Yeah I knew as a kid I wanted to make a difference.  I knew as a kid that I always wanted to teach.  I I figured I’d be either a teacher or a lawyer.

Host:  two ends of the spectrum there,

Michael:  One seems more magnanimous.  Yeah they’re totally the same.  Litigators, teachers.  And so I chose the teaching track.  And after I did that for ten years I went back and got my Masters of Fine Arts in directing.  Immersed myself in the professional theater world and then that transitioned into this.  I I create shows for corporate companies I have a company called Personalized Entertainment.  So I create personalized events.  Companies hire me for their annual meetings to write shows.  All that theatrical stuff people like here you’re almost like a roller skating  monkey when you go into business.  People look at you and wow that’s kind of neat and unusual.  And really again because I did that with my whole heart and soul.  People appreciated it and they found a vision in me to do something else.  So now what I’m doing is the same way I’ve always doctors my whole career I’m coaching  CEO’s and other executives in all kinds of businesses.

Host:  Talk to me about the digital world and with so many things going digital.  Do you think people in general have lost the art of communicating in person?

Michael:  No matter how many times the experts measure the ...

In Part 2 of our interview, “CEO Whisperer” Cameron Herold shares his insights on what’s going right and wrong in marketing and why storytelling is one of the most powerful and versatile assets for entrepreneurial brands.

 

This is The 19. In 19 minutes or less, game-changing insights from Orange Label, the leading response marketing agency for established brands that are driven by a fearless entrepreneurial mindset.

 

Hi there, this is Rochelle Reiter, agency principal at Orange Label. Today on The 19, we’re continuing our entrepreneur special with part two of our Cameron Herold interview. Now, in part one, Cameron shared some incredible insights on how to lay the foundation and create alignment through a vivid vision. In part two of our interview, Cameron addresses what’s going right in marketing, and wrong for that matter, and tells us why storytelling is one of the most powerful and versatile assets for entrepreneurial brands. So without further ado, here’s Cameron Herold.

Cameron: Hey Rochelle, thanks for having me.

Rochelle: We’re switching gears over to the marketing side. You talked about how a vivid vision can help in marketing to employees, suppliers, and those types of audiences. What do you see in the world today, from your perspective, that’s going right in marketing?

Cameron: I think it’s truth, is one. Is where brands have to absolutely be sixty-minutes proofed, and tell the truth. The customer just won’t deal with being misled or lied to or having their arm twisted. So there’s this simplicity, that’s one. There’s definitely something around thought leadership and influencers. I think that a really powerful – I mean we’ve always had that spokesperson for our brand, but we always knew that they were being paid. Now it’s more looking for the thought leaders and the spokespeople who are actually fans. So its like seeing the person walk down the street wearing a piece of clothing, or I’ve seen it now where I walk onto a plane and see someone reading the book Vivid Vision or I see someone reading the book Double Double and I’m like, wow it’s actually rolling out. People are starting to catch this.

Rochelle: Sure.

Cameron: And then people sharing on social media. So I think that’s one. So I think that simplicity and then truth then just really working with influencers are key. And the last one I think is really truly understanding your demographic and psychographic that you’re going after. You know, we realized in the very early days of College Pro Painters and then later with 1-800-GOT-JUNK? Both companies were business to consumer. You know, both companies were rolled out North America wide. Both companies we were doing work at people’s homes. And in every case people thought that the male was the decision maker where in actual fact the female was the decision maker. And what we identified was that women made 85 percent of the household buying decisions between the age of 35 and 60. So the female was making all the decisions at her home, plus she was making all the decisions at her parent’s home, plus she was making all the decisions of his parent’s home. So why was any of our marketing materials geared at men? So we made all of our marketing materials female friendly. We used female copywriters we used female colors, we used female branding experts. Because they think differently, talk differently, and act differently than a male does. So I think that’s something that’s happening in marketing now is truly, truly understanding your demographic, what’s being called the avatar and really understanding that and marketing to it.

Rochelle: Are there any brands that come to mind that are doing this well in your opinion?

Cameron: Well, Apple, for sure. I mean it’s tiresome, but God, they are perfect. I just went to my team the other day and I said,

Known as “The CEO Whisperer,” Cameron Herold has years of experience in entrepreneurship, CEO coaching, business development and more. Today, in Part One of The 19: Entrepreneur Edition, he shares insights on how to lay the foundation and create alignment for long-term brand success.

 

Hello, this is Rochelle Reiter, Agency Principal at Orange Label. So, if you’ve been tuning in for the past couple of years, you know that here on The 19 our topics cover response marketing in two very specific industries: healthcare and retail. However, to kick of 2019, we decided to make an exception because our guest has insights on leadership and vision that are so powerful, they apply to all industries. Joining us on the podcast today is Cameron Herold. Cameron is a business coach, business mentor, and CEO coach, who has helped grow companies into hundred million dollar brands through practical yet powerful insights. He is the mastermind behind the junk removal services 1-800-GOT-JUNK? and by the age of 42, he helped increase the company’s revenue from two million to 106 million. He has also penned several successful guides to growing your business, including Double Double and Meetings Suck. And he has a brand new book coming out this month called Free PR.

Rochelle: Cameron, welcome to the show. We’re thrilled to have you.

Cameron: Hey Rochelle, thanks for having me.

Rochelle: I first saw you speak at a Vistage conference back in 2014 and I was really floored by your bold leadership style that you shared. It was also there that I was introduced to your book called Double Double, and the concept of “vivid vision.” Fast-forward to now, and you’re known as the CEO whisperer. What life and career events have led you to this place?

Cameron: Well I guess what got me here was I was groomed as an entrepreneur. I grew up in an entrepreneurial family, had my first business when I was twenty-one, had twelve employees. So while I was in second year university I was already running my own company. And really that’s all I’ve ever done is either run my own company or be second in command of companies. I’ve built a couple of brands, one was called Gerber Auto Collision. It ended up becoming the largest collision repair chain in North America. I also built the consumer brand called 1-800-GOT-JUNK? Where we would go and pick up people’s junk all over the world. I took that company from fourteen employees to 3,000 in six years. And then eleven years ago left there, and started coaching and mentoring CEOs. So I’ve known been coaching and mentoring CEOs all over the world, and I’ve got my fifth book coming out in January.

Rochelle: Oh, wow. Have you released the title yet of that?

Cameron: Yeah, the one that’s coming out in January is called Free PR.

Rochelle: Okay. Very good.

Cameron: It’s all the PR secrets of how behind the scenes I’ve been able to generate so much free publicity for all the different brands.

Rochelle: Oh my gosh.

Cameron: Well you know what we do is we just pick up the phone. We get thousands of emails and requests that you have to sort through, but if you actually just pick up the phone and call the media and say, “Hey, I think I have a good story for you, do you have two minutes?” They almost always say, “Yes, what’s your pitch?”

Rochelle: Are you doing that yourself or do people do that for you?

Cameron: I’ve done lots of it, but I tend to hire very early age, just got out of university. you know, twenty three or twenty-four-year olds. And they always are sales people. So I hire a very young salesperson who loves to cold call, and they’re great at handling rejection. And they’re good at just picking up the phone.

Rochelle: That’s awesome. I’ll have to get the book. At OrangeLabel, we’ve really found our stride working with brands that have an entrepreneurial mindset. Since you are an entrepreneur and you’ve interviewed a ton of entrepreneurs...

Who is America’s youngest generation? We explore the mind of the average Gen Zer – their buying habits, social media interests and more – on the latest episode of The 19: Retail.

 

The 19: Retail – Episode 7

Who in the Gen Z Are You?

MUSIC intro

Recorded Intro:

This is The 19. In 19 minutes or less, game-changing Insights in Retail from Orange Label, the leading response marketing agency for established brands that are driven by a fearless entrepreneurial mindset.

HOST INTRO

Hey there its Gina, creative writer Orange Label.  I’m going to say a word and I want you to tell me the first thing you think of:

Millennial.

Okay,  did “America’s youngest generation” come to mind?

Maybe you thought of the average freshman or sophomore in college.

Well, I’m sorry to tell you that all of these assumptions are incorrect.

What you’re really thinking about is Gen Z. But, this is a very common misconception. Like, extremely common. Many are completely unaware this generation exists and those who do aren’t 100% sure on the traits and features that make it unique.

When I asked a group of people ages 24-45 to actually describe Gen Z, I heard the full spectrum of answers.

“Gen Zers are ages 14-21; they’re digitally savvy, they’re connected , they’re resilient,” said one person.

“They’re up to 20 years old; social media obsessed, they challenge the status quo and they have a short attention span,” said someone else.

“Gen Z falls between the ages of 16 and 24 years old; they are privileged, they’re not money conscious and they’re definitely entitled”.

and one my favorites:  “Gen Z: Ages 12-21 – liberal, sensitive, Tide Pods.”

Clearly, there are some inconsistencies when it comes to defining America’s youngest generation.  The people I interviewed provided so many different descriptors, I couldn’t figure out what was fact and what was fiction. But, then I realized something. Who better to explain Gen Z than a Gen Zer?

So, I decided to reach out to participants who fall under the Gen Z category. That is, people who were born in or after 1995, so ages 23 and younger, to hear about their interests, their shopping habits and how they choose to define themselves as a generation.

Please note that these interviews have taken place in a variety of locations, so sound quality may vary.

HOST:

When you hear people talk about Gen Z, one thing you might hear over and over again is how obsessed they are with technology and social media. But is that the truth? Well, talking to our Gen Zers, it turns out that yeah, it is – and then some. It turns out that Gen Zers aren’t just ON social, it’s a massive part of their everyday life and they are incredibly self-aware about it.

Talking to these Gen Zers, it was clear that they were incredibly tech savvy and social media literate. By far, Instagram was the group’s favorite platform. People considered it the ideal place to connect with friends and they loved Instagram’s visual focus:

Interviewee 1: “I think I’m a very visual person and I think what I like about Instagram is that it’s solely just photos, like I honestly rarely ever read captions or comments.”

Interviewee 2: “Brands, clothing brands that are looking to sell product on Instagram typically to do well just because it’s solely  based off of aesthetics but it’s a good outlet for short digestible content. It’s a good way to stay connected with my friends.”

HOST:

And, in addition to using social media for connecting with friends, a lot of these Gen Zers have even found ways to profit from it, using it for personal branding and their careers.

Interviewee 1: “I feel like mostly my social has become a thing for work, so I follow where I work.  And then I follow a lot of,

Data collection and coding is essential to the future of patient relationship management, healthcare content creation and more. Robin Rogers, a healthcare data expert, shares her insight on this industry trend with Orange Label Agency Principal Debbie Nagel on The 19: Healthcare.

 

The 19: Healthcare – Episode 9

There’s Power in Numbers

MUSIC intro

Recorded Intro:

This is The 19. In 19 minutes or less, game-changing Insights in Healthcare from Orange Label, the leading response marketing agency for established brands that are driven by a fearless entrepreneurial mindset.

Host Intro:

Hi! I’m Debbie Nagel, Agency Principal at Orange Label. I just celebrated 26 years our agency. I know that’s a rarity these days. Being in the industry for over 30 years it’s interesting to look back on the marketing trends that have sort of fizzled out and the others that have really stood the test of time. One of the trends that has increasing become important is the influence of data collection and analysis on marketing strategies. More than 63% of marketers have increased their spend on data-driven marketing and one-third of marketing industry professionals say that data collection technologies are essential for better understanding their core audience. Data is particularly useful for healthcare marketers because it allows them to build stronger relationships with their patients. Tracking patient outcomes and delivering useful, personalized content are just a few of the benefits that come with healthcare data collection.

However (and this is a BIG however), there are some caveats that come with data collection, especially when it comes to patient information. Guidelines determined by HIPAA have set a new precedent for patient privacy, and one misstep could result in major fines or even worse. To help us navigate these healthcare topics and more is Robin Rogers. Robin is a healthcare professional with over 25 years of experience in the healthcare industry. She has worked for some of the biggest healthcare brands in the country, including Health grades and the MD Anderson Cancer Center at the University of Texas. Also, a fun fact, she also happens to be my sister! Robin, welcome to The 19 – and thanks for joining us!

RR: Oh I’m Happy to be here thank you for the introduction.

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HOST:

So let’s start out with you telling us a little bit about your career in healthcare.

RR: Sure ahum, I began my career at a small preferred provider association, or some know it as a PPO in Houston, Texas. I moved on to work with other carriers, hospital systems, a healthcare consumer rating tool, and now with a major health service company private exchange here in Denver, Colorado.

HOST:

Wow, that’s a lot of experience in different areas of that healthcare industry. What’s your opinion on the role that patient/consumer data plays in marketing and advertising, with health care providers being able to target consumers and the community at large?

RR: That’s a great question. Data allows companies to target marketing efforts ah, of course always with HIPAA in mind as you mentioned in the opening. And really providing relevant content to consumers as you know in print or on line. HIPAA regulations can make it a little bit more difficult as data starts to expand. So often seeing broader communications for audiences in areas like urgent care centers, or hospitals, even emergency rooms have become more common we have seen. Ah, and more than educational approach about which services that a patient will have savings at, has become a key in customer satisfaction.

HOST:

As someone who has managed healthcare data collection and operations,