1190: 3 Keys to Every Go-to-Market Strategy w/ Greg Drobnick

WEBVTT 1 00:00:00.080 --> 00:00:04.519 Are you struggling to come up with original content weekend and week out? Start 2 00:00:04.559 --> 00:00:09.189 a podcast, interview your ideal clients, let them talk about what they care 3 00:00:09.230 --> 00:00:14.830 about most and never run out of content ideas again. Learn more at sweetphish 4 00:00:14.910 --> 00:00:23.940 MEDIACOM. You're listening to be tob growth, a daily podcast for B TOB 5 00:00:24.059 --> 00:00:28.179 leaders. We've interviewed names you've probably heard before, like Gary Vannerd truck and 6 00:00:28.219 --> 00:00:32.020 Simon Senek, but you've probably never heard from the majority of our guests. 7 00:00:32.659 --> 00:00:37.450 That's because the bulk of our interviews aren't with professional speakers and authors. Most 8 00:00:37.490 --> 00:00:41.570 of our guests are in the trenches leading sales and marketing teams. They're implementing 9 00:00:41.649 --> 00:00:46.649 strategy, they're experimenting with tactics, they're building the fastest growing BB companies in 10 00:00:46.689 --> 00:00:49.969 the world. My name is James Carberry. I'm the founder of sweet fish 11 00:00:50.000 --> 00:00:53.479 media, a podcast agency for BB brands, and I'm also one of the 12 00:00:53.600 --> 00:00:57.439 CO hosts of the show. When we're not interviewing sales and marketing leaders, 13 00:00:57.600 --> 00:01:00.280 you'll hear stories from behind the scenes of our own business. Will share the 14 00:01:00.320 --> 00:01:03.549 ups and downs of our journey as we attempt to take over the world. 15 00:01:04.189 --> 00:01:15.349 Just getting well maybe let's get into the show. Welcome back to be tob 16 00:01:15.469 --> 00:01:19.060 growth. I'm Logan lyles with sweet fish media. I'm joined today by Greg 17 00:01:19.219 --> 00:01:22.459 Drobneck. He is the cofounder over at heel. Greg, how's it going 18 00:01:22.500 --> 00:01:25.219 today, Sir Heylo? Going to do them pretty good. Thanks much for 19 00:01:25.260 --> 00:01:29.459 having me on. Absolutely I am really excited to unpack some key lessons learned 20 00:01:29.620 --> 00:01:33.370 in your growth story over a heel in the journey that you guys have been 21 00:01:33.530 --> 00:01:36.290 on lately. Before we jump straight into that, though, Greg, I 22 00:01:36.329 --> 00:01:38.370 would love for you to provide a little bit of context for listeners. Give 23 00:01:38.370 --> 00:01:42.010 us a little bit about your background and what you in the team at heel 24 00:01:42.010 --> 00:01:44.890 or up to these days. Yeah, be happy to do that. So 25 00:01:45.170 --> 00:01:49.680 I interestingly, in the last five years of being part of the founding team 26 00:01:49.719 --> 00:01:53.879 at he'll, have found myself in the healthcare industry, learning more and more 27 00:01:55.200 --> 00:01:59.519 every month and having a lot of fun. Prior to that, I actually 28 00:01:59.640 --> 00:02:02.310 was in the sports and media world, so coming into healthcare was a bit 29 00:02:02.349 --> 00:02:07.789 of a new new chapter for me and when I first heard the vision for 30 00:02:08.150 --> 00:02:15.710 what he'll was going to be and has become from my cofounders, my wife 31 00:02:15.780 --> 00:02:21.699 and I were actually expecting our first daughter and so, as otherwise very healthy 32 00:02:22.379 --> 00:02:27.539 people who, frankly, didn't interact with the healthcare system that often, we 33 00:02:27.580 --> 00:02:31.889 were thrust into lots of doctor visits during the pregnancy and then obviously during birth 34 00:02:31.930 --> 00:02:38.050 and then afterwards, and it was really clear to me how an effish and's 35 00:02:38.169 --> 00:02:42.610 a lot of parts of the healthcare system were operating. And so when this 36 00:02:42.810 --> 00:02:46.639 idea was shared with me by our now CEO and his wife, our chief 37 00:02:46.680 --> 00:02:51.280 medical officer, this really strung a home for me, you know, as 38 00:02:51.319 --> 00:02:57.159 an opportunity to make great change in the healthcare system and an opportunity to really 39 00:02:57.199 --> 00:03:02.189 help people and discover a new value proposition by doing what is arguably one of 40 00:03:02.229 --> 00:03:07.830 the most old fashioned things in healthcare we do at heal, the doctor house 41 00:03:07.909 --> 00:03:12.629 call, but we've automated that and created a lot of efficiency in that process 42 00:03:12.750 --> 00:03:16.780 with some amazing technology, a great web APP and mobile experience, and the 43 00:03:16.860 --> 00:03:21.740 chance to be part of that was really exciting to me. And I can 44 00:03:21.780 --> 00:03:23.780 tell you what, having two kids under ten, it's a it's a little 45 00:03:23.780 --> 00:03:27.889 bit removed now when we were at that, you know, at that season 46 00:03:27.969 --> 00:03:30.530 that you were just talking about, you know, first pregnancy, first kid, 47 00:03:30.889 --> 00:03:34.449 but I tell you what, I am very much a proponent and a 48 00:03:34.490 --> 00:03:40.210 supporter of anyone who is increasing efficiency, customer experience financial effectiveness in the healthcare 49 00:03:40.210 --> 00:03:45.360 space. So I think you guys are doing phenomenal work and I think you 50 00:03:45.479 --> 00:03:49.680 know that story ties it in really well together. Greg. So we're going 51 00:03:49.719 --> 00:03:53.560 to be talking about, you know, the importance of your product and connecting 52 00:03:53.639 --> 00:03:57.949 that to your marketing efforts, partnerships, original research and a few other things 53 00:03:58.030 --> 00:04:00.310 that have been really key to your growth and how you guys have gone to 54 00:04:00.349 --> 00:04:03.949 market at heal. Can you give us a little bit of perspective as we 55 00:04:04.069 --> 00:04:09.349 start out today, Greg, talking a little bit about the connection between having 56 00:04:09.389 --> 00:04:14.659 a great product and communicating that with the market and making sure that the connection 57 00:04:14.819 --> 00:04:17.740 in between the product that you're building in, the benefits that it brings to 58 00:04:17.779 --> 00:04:20.699 the market, with the message that you're bringing the market at the same time. 59 00:04:21.180 --> 00:04:25.850 Yeah, I think when you're going to market with a new product, 60 00:04:26.610 --> 00:04:30.810 there are fundamentally two very important things. Right now, this is past the 61 00:04:30.970 --> 00:04:34.569 discovery phase of do I believe this is a good idea? Do I believe 62 00:04:34.610 --> 00:04:40.120 I should actually try to introduce this, whatever whatever that might be, into 63 00:04:40.160 --> 00:04:44.120 the world? But assuming you you found the passion, the motivation to March 64 00:04:44.199 --> 00:04:47.759 it forward, I think you have to think about two core areas, and 65 00:04:48.040 --> 00:04:54.750 the first is who actually is your user, right, and who is your 66 00:04:54.870 --> 00:04:59.910 customer? And then, similarly, for that customer or user, what problems 67 00:04:59.949 --> 00:05:02.189 are you solving for right, how are we going to do this differently than 68 00:05:02.269 --> 00:05:05.709 other people have in the past? In the case that heal, we have 69 00:05:06.029 --> 00:05:11.459 three core customers, or three core constituents, and sometimes we call them the 70 00:05:11.620 --> 00:05:15.060 three P's, and that is the provider, which in our case is actually 71 00:05:15.100 --> 00:05:19.540 the doctor who is coming out to see you or your family. The other 72 00:05:19.779 --> 00:05:24.529 is the patients, right, which is in fact you are your family or 73 00:05:24.730 --> 00:05:28.129 friend, and the third P of the payer, and the payer in our 74 00:05:28.209 --> 00:05:31.410 world is the insurance companies. And so what we had to do was identify 75 00:05:31.810 --> 00:05:36.040 what problems people were having, right and and people could sometimes make a long 76 00:05:36.120 --> 00:05:40.279 list, but you have to focus on the important one. In the case 77 00:05:40.439 --> 00:05:46.439 of the provider, providers and doctors were frustrated by the lack of time they 78 00:05:46.480 --> 00:05:50.149 were getting to spend with patients. And when a doctor has to rush, 79 00:05:50.470 --> 00:05:55.389 like any other profession having to rush, you don't get to do the best 80 00:05:55.389 --> 00:06:00.029 job possible, and so providers wanted more time with their patients and more tools 81 00:06:00.589 --> 00:06:05.779 to help them be more efficient caring for their patients. The patients wanted more 82 00:06:05.939 --> 00:06:11.139 access to care. Right. We've all had a frustrating experience where you might 83 00:06:11.180 --> 00:06:14.500 have to go in to see a doctor and you find out the weight time 84 00:06:14.699 --> 00:06:17.459 is two weeks or three weeks or four weeks, and it's very frustrating and 85 00:06:17.569 --> 00:06:20.810 you might end up in an urgent care center or an emergency room. And 86 00:06:20.930 --> 00:06:27.370 so patients want more access to care. The payers are third p they want 87 00:06:27.490 --> 00:06:30.970 to service customers and reduce costs. Right, but the insurance company in our 88 00:06:30.970 --> 00:06:35.480 dynamic is the one actually carrying the risk. Right, the collect premiums, 89 00:06:35.600 --> 00:06:40.480 that collect these fees which then they have to recycle into taking care of your 90 00:06:40.560 --> 00:06:46.360 healthcare, which you which you purchased. So knowing those constituents and defining those 91 00:06:46.480 --> 00:06:48.870 ahead of time, you know, in our world it's the three P's. 92 00:06:49.069 --> 00:06:53.589 In others, obviously it would be. It would be different, different contexts, 93 00:06:53.629 --> 00:06:58.230 but really knowing who that customer is and backing into your product design from 94 00:06:58.230 --> 00:07:02.899 that standpoint, I think will allow people to really crystallize what's going to be 95 00:07:03.019 --> 00:07:09.019 important in that product and then how to market and promote that product. Hopefully 96 00:07:09.019 --> 00:07:13.540 you're solving the UNIFFICIENCIES and solving for those problems. If you back into the 97 00:07:13.660 --> 00:07:17.329 thought process in that way to find the customer and to find the problem, 98 00:07:17.689 --> 00:07:20.569 I think you're going to be off to a very good start and then you 99 00:07:20.689 --> 00:07:25.209 get to get into a lot more exciting tactics of how you scale that and 100 00:07:25.370 --> 00:07:29.930 grow that. But that's the fundamentals right, because if that is is intact, 101 00:07:30.399 --> 00:07:32.240 then your products going to be exciting, it's going to resonate with people 102 00:07:32.480 --> 00:07:35.680 in your marketplace and you're going to have an opportunity to growth. Yeah, 103 00:07:35.720 --> 00:07:40.000 absolutely, Greg. You've got to start with that end in mind and if 104 00:07:40.079 --> 00:07:44.750 that end isn't your your end user or your end customer, it in your 105 00:07:44.790 --> 00:07:46.990 case, you know, you had even more complexity thinking about, you know, 106 00:07:47.110 --> 00:07:53.110 these three different constituents that you have to serve, which is part of 107 00:07:53.189 --> 00:07:56.310 the reason that, you know, healthcare faces a lot of challenges that don't 108 00:07:56.310 --> 00:08:01.100 have really simple answers. So Kudos to you for putting in that work in 109 00:08:01.300 --> 00:08:05.860 the early days. Let's talk a little bit about what you alluded to there. 110 00:08:05.939 --> 00:08:09.300 In that next phase of scaling, I know that seeking out industry partnerships, 111 00:08:09.339 --> 00:08:13.569 especially, as you mentioned, being new to the healthcare space and the 112 00:08:13.689 --> 00:08:18.649 health text space may have been kind of new area or uncharted territory, and 113 00:08:18.769 --> 00:08:24.170 so partnerships have been very crucial for your growth as some lessons learned that you 114 00:08:24.209 --> 00:08:26.879 can speak to their yeah, I think that if you, if you really 115 00:08:28.040 --> 00:08:33.559 understand the landscape of what's going on your industry, you will find their ways 116 00:08:33.799 --> 00:08:39.039 to magnify your reach by creating partnerships. So for us, a big partnership 117 00:08:39.519 --> 00:08:43.950 which we had had started working on in the early days and have since expanded 118 00:08:45.029 --> 00:08:48.990 in all the markets where where heal service exists, is with the insurance companies 119 00:08:50.029 --> 00:08:54.110 directly, right. So the brand names that a lot of people would be 120 00:08:54.110 --> 00:08:58.740 familiar with include anthem, Blue Cross, united healthcare, Signa, Etna, 121 00:08:58.500 --> 00:09:03.899 the government payer, which is Medicare, course, and so partnering with those 122 00:09:03.940 --> 00:09:11.330 organizations who already had the memberships engaged right, they already had the customers and 123 00:09:11.649 --> 00:09:18.970 those customers are looking for better healthcare solutions. By partnering with the Insurance Companies 124 00:09:18.009 --> 00:09:22.450 Who, in our case, had that customer relationship already, it allowed us 125 00:09:22.730 --> 00:09:30.720 a partnership of increasing the trustworthiness right for a new brand. It gave us 126 00:09:30.879 --> 00:09:37.200 more access with targeted data and information, and those types of things are pretty 127 00:09:37.240 --> 00:09:41.269 much available in each industry, right, whether it's, you know, sports 128 00:09:41.309 --> 00:09:45.750 or media or technology, whatever industry you're in, there's going to be a 129 00:09:45.990 --> 00:09:50.789 core constituency of establishments, right that are already working with the customer that you 130 00:09:50.990 --> 00:09:54.179 want to be working with as well. And if you can find a way 131 00:09:54.379 --> 00:10:01.500 to align your value proposition with theirs, you would be s surprised how motivated 132 00:10:01.500 --> 00:10:05.820 they will become to give you access to their customers, right, and that's 133 00:10:05.860 --> 00:10:09.970 something that we've found to be very efficient, both with the insurance companies, 134 00:10:09.009 --> 00:10:13.409 as I mentioned, but also, you know, works very closely with different 135 00:10:13.409 --> 00:10:18.850 employers, right. So in the healthcare world, large employers act as the 136 00:10:18.929 --> 00:10:24.240 insurance company. Sometimes it's called being self insured, and those companies we've been 137 00:10:24.279 --> 00:10:31.320 able to align with range from activision blizzard to Khulu and Fox and go pro 138 00:10:31.720 --> 00:10:37.070 and a number of others, and we actually work with the employer to communicate 139 00:10:37.269 --> 00:10:43.309 to their employees offering great benefits like Dr House calls, blue shots, annual 140 00:10:43.350 --> 00:10:50.059 physical etc. And that's a great point of convenience for the employees and the 141 00:10:50.139 --> 00:10:54.820 benefit team at these companies that want to see them get this sort of extra 142 00:10:54.340 --> 00:11:00.340 great service. And so again we aligned our interests with the the partner, 143 00:11:00.860 --> 00:11:05.570 and that allowed us to then develop other marketing communications around that and your your 144 00:11:05.690 --> 00:11:09.090 reach can be multiplied, you know, in a very short period of time. 145 00:11:09.409 --> 00:11:11.690 Yeah, I love the way that you said that. From the beginning 146 00:11:11.730 --> 00:11:16.690 of that part, crag talking about magnifying your reach in to me you pointed 147 00:11:16.730 --> 00:11:22.080 out some great ways to kind of short cut your way to access to the 148 00:11:22.200 --> 00:11:26.200 audience that you're trying to reach if you look for those folks that already have 149 00:11:26.759 --> 00:11:30.519 engagement with that audience and, more importantly, as you mentioned, trust with 150 00:11:30.639 --> 00:11:35.190 that audience as you seek to build credibility in a new space. And then 151 00:11:35.230 --> 00:11:37.470 the other thing to think about that that you mentioned there is don't just go 152 00:11:37.590 --> 00:11:41.110 to those folks and say hey, can we have access to her audience? 153 00:11:41.149 --> 00:11:45.110 Right, let's find a way to align our value prop to yours. Let's 154 00:11:45.110 --> 00:11:48.139 find some win wins and then you can do what we've been talking about a 155 00:11:48.179 --> 00:11:52.860 lot here at sweetish lately is, you know, we go further faster together 156 00:11:52.299 --> 00:11:56.100 than we'll go on our own. And it seems like you guys have been 157 00:11:56.139 --> 00:11:58.580 a living example of that. It's part of the reason, you know, 158 00:11:58.740 --> 00:12:01.769 in our world we've been working with BB brands to launch and produce their own 159 00:12:01.769 --> 00:12:07.809 podcasts, but lately this year, we've been bringing together folks that have complementary 160 00:12:07.850 --> 00:12:11.169 service offerings that are trying to reach the same audience and helping them join together 161 00:12:11.730 --> 00:12:16.720 in a collective podcast so that they can reach that audience together. So it's 162 00:12:16.759 --> 00:12:20.480 something that we're thinking about a lot in a very different space, talking about 163 00:12:20.919 --> 00:12:24.320 marketing and podcasting instead of healthcare. But that common thread I can see between 164 00:12:24.600 --> 00:12:28.519 the story that we're living out and what you guys are living out and what 165 00:12:28.600 --> 00:12:33.070 you shared their Greg so I love what you're saying there. For today's gross 166 00:12:33.110 --> 00:12:37.909 story, will be talking about clear company, a fast growing talent management platform. 167 00:12:37.389 --> 00:12:41.429 Clear company was acquiring a decent number of users, but they weren't happy 168 00:12:41.509 --> 00:12:48.059 with their organic traffic or can versions. Clear Company turned to directive the BETOB 169 00:12:48.220 --> 00:12:54.419 search marketing agency to help increase their overall search visibility for core keywords in order 170 00:12:54.460 --> 00:12:58.610 to drive more organic traffic and bottom of the funnel leads. After identifying the 171 00:12:58.809 --> 00:13:05.809 core target keyword and analyzing the first page of Google results, directive executed a 172 00:13:05.049 --> 00:13:11.769 content and digital PR strategy to rank clear company number one on the first page 173 00:13:11.809 --> 00:13:16.039 of Google for the high intent keyword. In just five months, that one 174 00:13:16.120 --> 00:13:20.399 piece of content generated twenty seven demo requests and one thousand nine hundred and two 175 00:13:20.799 --> 00:13:26.360 referring domains, and all time high for clear company. If you're looking for 176 00:13:26.519 --> 00:13:30.509 results like this with your search engine marketing, there's a good chance directive can 177 00:13:30.629 --> 00:13:35.149 help. Visit Directive consultingcom and get a free customized proposal. All right, 178 00:13:35.269 --> 00:13:41.269 let's get back to the show. Can you tell us a little bit more, 179 00:13:41.500 --> 00:13:43.299 you know, the kind of the next stage for you guys that heal 180 00:13:43.500 --> 00:13:48.779 was leveraging the data that you had on hand. We've been talking a lot 181 00:13:48.820 --> 00:13:52.940 about you know, the power of original research or data that you have in 182 00:13:52.139 --> 00:13:58.009 house that is customed to you or you have an unique perspective on, can 183 00:13:58.129 --> 00:14:03.370 be some of the greatest fodder for your thought leadership or your content marketing efforts 184 00:14:03.570 --> 00:14:09.210 as you seek to again build credibility and trust and awareness within a new audience 185 00:14:09.409 --> 00:14:11.960 that you're trying to reach. Can you speak to that as part of the 186 00:14:11.279 --> 00:14:15.600 story that you guys have been living out? Yeah, I think a lot 187 00:14:15.679 --> 00:14:20.600 of businesses actually are capturing a lot more data than they probably think they are. 188 00:14:20.399 --> 00:14:24.750 You know, we are in a hyper, hyper, you know, 189 00:14:24.950 --> 00:14:30.350 sensitive space around healthcare and we're seeing lots and lots of data every single day, 190 00:14:30.990 --> 00:14:33.309 you know, with our with our patients. But I think a lot 191 00:14:33.389 --> 00:14:37.029 of businesses in particular are are in fact able to capture a lot of data, 192 00:14:37.110 --> 00:14:39.779 and it's really a matter of than what you do with that information. 193 00:14:41.059 --> 00:14:46.299 Right. So if you have a good understanding of the talking points and the 194 00:14:46.379 --> 00:14:52.139 value propositions that your customers are going to want to know about versus your clients 195 00:14:52.179 --> 00:14:56.250 are going to want to know about, and I think having a clear road 196 00:14:56.370 --> 00:15:01.049 map and a clear hierarchy of who the different constituencies are, like we talked 197 00:15:01.049 --> 00:15:03.889 about earlier, is important, and the reason for that is that they're going 198 00:15:03.929 --> 00:15:07.720 to care about different things, right. So if we have, in the 199 00:15:07.840 --> 00:15:13.240 context of heal if we have a family with young kids, right, like 200 00:15:13.440 --> 00:15:18.399 your family logan or like mine, we are going to care as parents about 201 00:15:18.399 --> 00:15:22.830 a certain set of information that's maybe more related to pediatrics, right, because 202 00:15:22.870 --> 00:15:26.509 our kids are coming home from preschool or elementary school and they're constantly getting exposed 203 00:15:26.549 --> 00:15:31.950 to all kinds of stuff, and so there's certain messaging points and talking points 204 00:15:31.509 --> 00:15:35.379 that you're going to want to hit in that audience that would be very different 205 00:15:35.620 --> 00:15:41.100 than my grandmother, for example, who might have a number of chronic conditions, 206 00:15:41.379 --> 00:15:46.100 she might be less mobile, she's not as tech savvy. And so 207 00:15:46.299 --> 00:15:50.409 how you take your data points and communicate those to the right audience at the 208 00:15:50.450 --> 00:15:54.570 right time, I think is really an art that we've worked on, both 209 00:15:54.690 --> 00:15:58.690 to have that in our consumer communications but also in our be to be right, 210 00:15:58.769 --> 00:16:03.889 like we were talking about with the employee enterprise customers or the insurance customers. 211 00:16:03.320 --> 00:16:08.240 I think defining what data points are important to those folks and making sure 212 00:16:08.320 --> 00:16:12.039 to not not try to be one size fits all right, and I think 213 00:16:12.159 --> 00:16:15.639 that that that doesn't work, you know, in today's society. I think 214 00:16:15.720 --> 00:16:21.909 people have, you know, really gotten very targeted right about their their beliefs 215 00:16:21.950 --> 00:16:25.909 and their purviews and and their preferences, and I think the more a company 216 00:16:26.070 --> 00:16:30.830 can tailor the information data they're getting to those specific audiences, you're going to 217 00:16:30.909 --> 00:16:36.419 get a much stronger reaction potentially, whether it's looking to on board a new 218 00:16:36.460 --> 00:16:40.580 customer or work on a new partnership and all of that stuff. Right, 219 00:16:40.700 --> 00:16:45.340 we've this way into your to your communication plans. Yeah, absolutely, tailoring 220 00:16:45.500 --> 00:16:48.289 that message to be delivered at the right time, which in and of itself 221 00:16:48.450 --> 00:16:52.169 is its own challenge, but starting out with getting the right message to the 222 00:16:52.210 --> 00:16:56.210 right audience is is a separate challenge in one that I think you know has 223 00:16:56.250 --> 00:17:00.850 to be table stakes these days for marketers, whether you're trying to reach a 224 00:17:00.330 --> 00:17:06.000 consumer audience or a be to be audience, because we've all seen kind of 225 00:17:06.119 --> 00:17:10.200 that bland, generic marketing and we know it wasn't for us right. I 226 00:17:10.680 --> 00:17:15.829 spent ten years selling be to be regionally in the office equipment industry and you 227 00:17:15.910 --> 00:17:19.670 know, in those environments we didn't have a marketing department. Sales was the 228 00:17:19.750 --> 00:17:26.029 marketing department and and I can remember being pitched by different marketing providers or marketing 229 00:17:26.069 --> 00:17:29.349 agency saying hey, well, we can, we can do all this marketing 230 00:17:29.390 --> 00:17:32.420 and provide this content that you can slap your logo and send it out, 231 00:17:32.539 --> 00:17:37.259 and I could just see the kind of generic language, the marketing speak that 232 00:17:37.380 --> 00:17:41.980 would not resonate with the customers that I knew very intimately well from having conversations 233 00:17:41.980 --> 00:17:45.849 day in and day out with my prospects and my customers, and so it 234 00:17:45.009 --> 00:17:49.049 does go back to that first point that you mentioned of understanding your customers and 235 00:17:49.210 --> 00:17:55.970 then making sure that you are segmenting your audiences with the appropriate sort of context 236 00:17:56.250 --> 00:17:59.839 along the way, which you gave a great example of parent of a young 237 00:17:59.880 --> 00:18:03.920 family versus an elderly member of society within the healthcare space. What sort of 238 00:18:03.960 --> 00:18:07.960 information are they going to be looking for? To kind of round out the 239 00:18:07.039 --> 00:18:11.519 conversation today, Greg I would love to hear your thoughts on, you know, 240 00:18:11.559 --> 00:18:15.309 kind of looking at industry trends, especially since heal is within the healthcare 241 00:18:15.309 --> 00:18:19.829 space, obviously one that has gone through its fair share of ups, downs, 242 00:18:19.869 --> 00:18:25.349 twists and turns, probably even more so than any industry I can think 243 00:18:25.390 --> 00:18:27.099 of just off the top of my head. But at the same time, 244 00:18:27.220 --> 00:18:33.420 the rate of change, the rate of industry disruption, is only increasing as 245 00:18:33.539 --> 00:18:37.500 we move forward, and so I think no matter the company that you're leading 246 00:18:37.579 --> 00:18:41.220 or the marketing team that you're heading up, you've got to be thinking about 247 00:18:41.609 --> 00:18:47.009 how do we want identify the industry trends that are likely going to lead to 248 00:18:47.130 --> 00:18:52.250 those sorts of pivot or turn moments and to how do we avoid the pitfalls 249 00:18:52.289 --> 00:18:55.170 and how do we take advantage of the opportunities there. So I'd love to 250 00:18:55.250 --> 00:18:57.519 hear a little bit about your strategy there that other folks could learn from. 251 00:18:57.519 --> 00:19:03.240 Greg. Well, the the good news about the business that we've chose and 252 00:19:03.440 --> 00:19:08.440 and the products and services that heal brings to market is that we are not 253 00:19:08.680 --> 00:19:15.589 really reliant on or affected by the political landscape. For example, there's obviously 254 00:19:15.630 --> 00:19:19.869 a lot of changes constantly happening in rules and regulations, you know, around 255 00:19:19.950 --> 00:19:26.299 healthcare plans and and it's not a democratic or Republican thing. At the end 256 00:19:26.299 --> 00:19:30.819 of the day, patients want access to care and they want access to great 257 00:19:30.900 --> 00:19:37.980 care right and the doctors that we have recruited and and made available on our 258 00:19:37.059 --> 00:19:44.210 platform do that as good or better than anybody in the industry. And because 259 00:19:44.289 --> 00:19:48.210 of the efficiency that we've created with our technology and the platform for doctors to 260 00:19:48.250 --> 00:19:53.279 spend a lot of time with patients, offer very unrushed visits and then use 261 00:19:53.359 --> 00:19:57.279 that data, like we talked about, and in meaningful ways, we're creating 262 00:19:57.319 --> 00:20:02.920 an efficiency that is ultimately saving money. And if you look at the healthcare 263 00:20:03.680 --> 00:20:07.630 costs on a person or a family basis over the S and s, two 264 00:20:07.710 --> 00:20:12.309 thousands and and to our present decade. There's a very similar trend there. 265 00:20:12.349 --> 00:20:17.109 It's a chart that goes from the bottom left to the top right. Costs 266 00:20:17.150 --> 00:20:21.029 are going way out and so if you're in an industry and you've designed your 267 00:20:21.069 --> 00:20:26.339 business model to add efficiency and quality, there's very few external factors that would 268 00:20:26.339 --> 00:20:30.660 not have us fitting in in a very nice, meaningful way. So there 269 00:20:30.700 --> 00:20:36.250 are other industries that can be can be very, very driven by sort of 270 00:20:36.410 --> 00:20:41.410 the political landscape, the regulatory landscape, the culture landscape for that matter. 271 00:20:41.930 --> 00:20:45.970 But we are we are at a target point, if you will, that 272 00:20:45.170 --> 00:20:49.200 really checks the boxes, you know, for for our audience and customers, 273 00:20:49.400 --> 00:20:52.720 regardless of the the direction of the winds blowing, if you know what I 274 00:20:52.799 --> 00:20:56.359 mean. So I think we're excited about being in that space. You know, 275 00:20:56.480 --> 00:21:00.000 the more patients we can reach, the the more ability we have to 276 00:21:00.400 --> 00:21:06.029 to deliver a great product to folks and and we're excited to commit any to 277 00:21:06.069 --> 00:21:10.750 communicate that and and Markt that. And in addition to the strategies that we 278 00:21:10.829 --> 00:21:15.230 talked about, you know today we obviously supplement those was with paid media as 279 00:21:15.269 --> 00:21:18.859 well. Right we like working with our TV and radio and print and P 280 00:21:18.019 --> 00:21:22.779 our partners to drive awareness for what we're doing and we firmly believe that a 281 00:21:22.900 --> 00:21:27.980 good marketing campaign has to touch consumers from a number of different areas to to 282 00:21:29.099 --> 00:21:33.049 be top of mind and and ultimately when them as customers. Yep, absolutely, 283 00:21:33.250 --> 00:21:37.170 that balancing act of quality of content and quantity of content that it just 284 00:21:37.490 --> 00:21:41.049 takes, as you mentioned there, across multiple channels, no matter if the 285 00:21:41.089 --> 00:21:47.640 audience that you're trying to reach, is definitely an important facet of any successful 286 00:21:48.279 --> 00:21:52.400 marketing strategy these days and something we've talked about a good deal on this show 287 00:21:52.440 --> 00:21:57.240 about and so you echoing that is just further evidence they're greg this has been 288 00:21:57.279 --> 00:22:00.710 a great conversation. I love unpacking some of the things that you guys have 289 00:22:00.789 --> 00:22:04.430 learned along the way in your growth story there at heal. Again, just 290 00:22:04.549 --> 00:22:07.589 from a personal perspective, I have to say thank you for what you guys 291 00:22:07.589 --> 00:22:12.710 are doing in adding efficiency to the healthcare system as a whole. So thank 292 00:22:12.750 --> 00:22:17.740 you for that and also thank you for sharing your lessons and takeaways with listeners 293 00:22:17.779 --> 00:22:19.900 today. If anybody listening to this would like to stay connected with you or 294 00:22:19.980 --> 00:22:25.299 reach out asking followup questions or learn more about you and the team at heal 295 00:22:25.339 --> 00:22:27.539 and what you guys are doing these days beyond this conversation. What's the best 296 00:22:27.579 --> 00:22:32.049 way for them to reach out? I would encourage everybody to check us out 297 00:22:32.049 --> 00:22:36.849 on social media, on facebook and instagram. We are at heel and our 298 00:22:36.970 --> 00:22:41.769 home page is ww of you dot heel aglcom and we actually have a great 299 00:22:41.769 --> 00:22:47.400 portal where you can ask questions to myself or my cofounders or our team. 300 00:22:47.519 --> 00:22:51.440 So we would love to hear from anybuddy that wants to connect. And the 301 00:22:52.119 --> 00:22:53.880 thing I will leave you with, which is kind of a fun thing here. 302 00:22:55.200 --> 00:22:59.069 We're approaching the new year, the holidays everybody, and a lot of 303 00:22:59.109 --> 00:23:02.390 people don't know this, but everybody on a PPO health plan gets an annual 304 00:23:02.470 --> 00:23:07.230 physical for free, completely paid for zero dollars, and our team at deal 305 00:23:07.349 --> 00:23:10.789 is completely set up to do that. So I would encourage you, come 306 00:23:10.829 --> 00:23:14.859 January one, when the clocks reset, to open the calendar year by getting 307 00:23:14.859 --> 00:23:18.019 an annual physical cost you nothing, that we will come straight to your door 308 00:23:18.019 --> 00:23:21.460 and you can experience heal for yourself. That is a great reminder that. 309 00:23:21.700 --> 00:23:23.660 That's the best call to action we've had all week. Greg I love it. 310 00:23:23.779 --> 00:23:26.450 So thank you so much for being on the show. I appreciate you 311 00:23:26.609 --> 00:23:30.849 making it easy for folks to reach out and ending up with a great reminder. 312 00:23:30.930 --> 00:23:36.769 Thank you so much. Thanks. Welcome, though fun, we totally 313 00:23:36.849 --> 00:23:40.690 get it. We publish a ton of content on this podcast and it can 314 00:23:40.730 --> 00:23:44.359 be a lot to keep up with. That's why we've started the BTB growth 315 00:23:44.559 --> 00:23:48.119 big three, a no fluff email that boils down our three biggest takeaways from 316 00:23:48.160 --> 00:23:53.880 an entire week of episodes. Sign up today at Sweet Phish Mediacom Big Three. 317 00:23:55.200 --> 00:23:57.549 That sweet PHISH MEDIACOM Big Three