We Are, Marketing Happy - A Healthcare Marketing Podcast

Epic 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 such as search engine marketing.

●        Utilization of Cheers for advanced analytics, allowing for a comprehensive view of patient engagement and the conversions from marketing efforts.

●        Tracking patient outcomes throughout the marketing journey, enabling marketers to demonstrate the impact of their efforts.

●        Different methods of attribution and how to merge Epic data with other marketing analytics.

●        Compliance considerations, emphasizing the safety of using Epic’s data under existing Business Associate Agreements (BAAs).

●        Future developments in the Cheers’ platform, including capacity-based marketing to specify appointment types and revenue tracking.

This conversation highlights the potential for healthcare systems to move beyond basic marketing metrics and understand the full ROI of their services through advanced technology.

Connect with Sam:

●        LinkedIn: https://www.linkedin.com/in/samuel-seering-19172a52/       

Connect with Jenny:

●        Email: [email protected]

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

If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

In 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 hosting a hands-on session titled OK, But How Do I USE AI - AI 101. This session is a must for anyone tasked with understanding AI or for marketing professionals looking to stay ahead. (Note: separate ticket required.)

●        HIPAA, FTC, and State Laws – What You Need to Know NOW – 2024 Edition!: Our highly anticipated privacy session, co-presented by Jenny Bristow and our client Jenny Bradley from Quartz Health Benefits, will cover critical updates on state laws, class action lawsuits, and compliance for marketers. This is an evolution of last year's session, diving deeper into the challenges and opportunities in 2024.

Even if you can’t attend SHSMD, the H&H team will be gathering key takeaways from the sessions and sharing them in a post-conference podcast. Stay tuned for that episode!

Connect with Jenny:

●        Email: [email protected]

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

If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

Tips to maximize conference attendance. Topic our team is knee deep in. Conference prep. Thought

1. Develop your goals. Make sure you know why are you are going and what success will look

2. Create personal brand strategy. This is why H&H’s events are so successful. Visuals are one

3. Pre-Event Prep. Please don’t show up to an event without knowing which sessions you want to go to and speakers you want to listen to. Block out an afternoon and knock it out.

4 - Never eat (or sit) alone. If you created and crafted a list of the kinds of organizations and

5. Post-event Follow-up. What we do if always have a pen.

If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on

In this week’s episode, we're joined by Jeremy

Key Discussion Points:

●       Evolving Marketing Priorities: Marketing’s traditional focus on acquiring new patients has evolved due to

●       Redefining the Marketer’s Role: Today, marketers must continuously reassess their role and be the voice of the patient within their organizations. This means advocating for patient needs and adjusting messaging and tactics to align with new realities.

●       Building Internal Relationships: Successful marketers work closely with operations, scheduling, and other internal teams to optimize every touchpoint along the patient journey—from appointment scheduling to post-care follow-up.

●       Navigating Hybrid Work: Balancing in-person and remote work is essential for building strong internal

●       Data-Driven Strategies for High Demand: Understanding access metrics and focusing on areas where patient care can be optimized is key to navigating the current challenges.

Connect with Jeremy:

●  LinkedIn:https://www.linkedin.com/in/jeremyrogers/              

Connect with Jenny:

●   Email: [email protected]

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

If you enjoyed this

In 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 digital and traditional mix. We also consider whether the focus is on brand awareness or deeper funnel goals, like consumer acquisition.

●        Traditional vs. Digital Media: Traditional media options, such as billboards or TV, can be costly and vary based on market and timing. We evaluate whether these channels are suitable based on the client's goals and market conditions.

●        Hybrid Channels: Options such as Connected TV and digital radio can offer a blend of traditional and digital media, providing flexibility and precise targeting while staying HIPAA compliant.

●        Audience Targeting: We rely on data and research to ensure we reach the right audience, challenging assumptions about where and who they are. This approach is especially important when clients assume that traditional media is the only option for reaching rural audiences.

Connect with Miranda:

●        LinkedIn: https://www.linkedin.com/in/mirandamochsner/      

Connect with Jenny:

●        Email: [email protected]

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

If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

In 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:

Questions to Consider:

●        What is the timeliness or refresh rate of your data?

●        Are you working with a straight data feed, or does your data involve backend calculations?

●        What are your data sources?

●        Have you established a solid measurement plan?

This episode is designed for those just starting to dip their toes into dashboards. Whether you’re working with an in-house team or an agency, these insights will help with the development of your dashboard.

Related Patient Privacy Podcast Episodes:

●        Marketing Performance After Privacy Changes: What to Expect

●        OCR and AHA Ruling – Patient Privacy Update for 2024

Connect with Jenny:

●        Email: [email protected]

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

If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

In 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 patient journey in the meantime:

Activity:

●        Outline Key Service Lines:

1.       In your office, write down your primary service lines that you are looking to drive patient volume.

2.       Take your cell phone, get in your car, and try to find and book an appointment for a specific service line. Identify where it was difficult.

Key Discussion Points:

●        Optimize for Micro-Moments: Be there when patients need you most. Use symptom-specific or other search-friendly terms to go beyond just service-line messaging.

●        Simplify the Path: Remove friction from online scheduling and information gathering. How many clicks does it take to schedule an appointment?

●        Expand Beyond Your Website: What other platforms appear in your search? Explore third-party directories and ensure your presence there.

●        Mobile-First Thinking: Ensure seamless experiences across all devices. For example, implement click-to-call functionality and other development solutions to simplify user interactions.

●        Competitor Deep Dive: Analyze the digital patient journeys of your competitors. Review their strategies for each service line. Make a list of improvements needed for each of your organization’s service lines.

While a new website might be the best move eventually, these steps can help enhance the patient journey and improve your digital front door experience even without a complete overhaul.

Connect with Jenny:

●        Email: [email protected]

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

If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

In 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.

During the episode, Jenny and Bill discuss:

Connect with Bill:

●        LinkedIn: https://www.linkedin.com/in/bill-riley-15212a2b/

Connect with Jenny:

●        Email: [email protected]

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

If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

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?

Yes! It's crucial to communicate your organization’s differentiators. Be sure to create a content strategy around it with a clear call to action.

2. Who should own job descriptions and promotions?

Successful strategies involve collaboration between the marketing department and HR. It’s important to think about all content, including job descriptions, as part of your marketing efforts.

3. How can we improve the application process?

Test the application process, especially on mobile devices, and make necessary modifications to improve the candidate experience.

4. What should be our follow-up timelines?

Measure the time it takes to follow up with applicants and establish desired response timelines from that information. Explore automation options to increase efficiency if needed.

5. Which recruitment channels should we use?

Consider platforms like Facebook, Instagram, Google search, and programmatic advertising. Focus on where your target candidates spend their time.

Connect with Jenny:

●        Email: [email protected]

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

If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

Give the previous podcast mentioned a listen if you haven’t already!

Unpacking Candidate Recruiting Marketing: https://podcasters.spotify.com/pod/show/wearemarketinghappy/episodes/Unpacking-Candidate-Recruiting-Marketing-e2f9gf4/a-aatvne0

After these steps, you can move on to wireframing and designing, either with your

Connect with Jenny:

If you enjoyed this