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

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

Episode Highlights:

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

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

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

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

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

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

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

In 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.

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In 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 in to learn how to utilize these actionable steps and empower your team toward greater efficiency. 

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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 other are Acquisition initiatives, which help your organization finish out the current year in a strong way. Jenny offers advice on how to choose where to put that extra budget and how to choose the projects that will have the biggest payoff in the long term.

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In 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 essential to do research to figure out the competitive landscape for recruiting. You can’t just rely on throwing up a job posting and expecting a full pipeline of qualified candidates.

Do research to figure out the pay range for similar positions in your area, key differentiators, and value propositions. Create a variety of postings to test what positioning works best and figure out ways to stand out.

2. User Journey

Jenny explains that the next step is putting yourself in a candidate’s shoes to figure out what journey they have to take to apply for your position. Do they have to add their information multiple times? Is there a way to easily add a phone number or email to get a file started? Document the steps a candidate takes, and optimize to improve.

In today’s world, there are two ways people find you: they could either be actively looking for a new position, or they could be the right person for the job but not actively looking. In order to catch the latter, you may have to spend a little to promote your posting and make sure it’s seen by the right people.

3. Optimization

Finally, Jenny recommends treating your candidate recruiting efforts like patient acquisition. Every dollar counts. Figure out how much you’re spending for each stage of your recruiting process - interviews, applicants, hires, and employee retention - and optimize.

Connect with Jenny:

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

Today, 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 your server that you control, making it a safer place where you can make changes in a compliant environment. SGTM is a solution that allows you to continue using platforms like GA4 in a compliant and safe way.

This episode does include a visual presentation, so if you’re just listening in, you can download that presentation here to follow along.

Connect with Mark:

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

Connect with Jenny:

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

In 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:

Jenny shares a few things to keep in mind when building a content marketing strategy from the ground up, which include the following:

In 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 work in highly ranked places.

●     For ego. These include any award that gives a pat on the back but patients and staff don’t necessarily care. You can use these awards strategically to get that grouchy Doc, who is awesome on camera, to participate more often (he may be grouchy but will love winning an award for a podcast/video he was in and will definitely say yes more often after winning).

Mentally categorizing award submissions into these three buckets each year helps her understand where her energy is going, and if it matches her goals.

Connect with Jenny:

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

Today Jenny welcomes Jeff Stewart, VP of Strategic Marketing at

Jeff offers advice for striking the right balance between

Finally, Jeff shares his advice for marketing leaders who are

Connect with Jeff:

https://www.linkedin.com/in/jstewart1759/

Connect with Jenny:

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

In 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 audience can help recruiters make their organization and roles standout, and the benefits of small tests and ongoing optimization in driving results. Jenny also discusses how many healthcare organizations are budgeting dollars and headcount for recruitment marketing and gives tips on how marketing and HR colleagues can best collaborate in 2024.

Connect with Jenny:

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

Connect with Maggie 

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