We Are, Marketing Happy - A Healthcare Marketing Podcast

In this week’s episode, Jenny discusses conversion rate optimization (CRO) for paid media. CRO may benefit you if you are running a paid media campaign where results have stalled, you aren’t getting the conversions you expected, or you have campaigns that are underperforming.   Jenny brings up her time at Amazon and details the CRO Amazon employed to increase purchases. She then describes the 5 di...

With updated HHS guidance rocking the healthcare marketing landscape, our analytics operations team conducted an audit to see what marketing tools folks are still using in 2024.   Our team analyzed 118 websites from payers and providers nationwide to see how people have responded to HIPAA guidelines. In this week’s podcast, Jenny provides a snapshot of the current state of healthcare marketing too...

Picture this: ●       You lack helpful reporting or real-time insights ●       Your website has a clunky patient interface ●       You don’t utilize personas or data driven media targeting ●       You find yourself reacting rather than proactively planning   If you can relate to any of these statements, your organization is in need of digital glow-up. In this week’s episode, Jenny outlines a reali...

When it comes to payor marketing, or marketing for insurance companies, planning for the year falls into two primary periods of the year: your open enrollment/AEP period and the off-season.   In this week’s podcast, our CEO Jenny Bristow breaks down how to plan your marketing efforts for these two stages of the year to maximize marketing success:   Always On During your slow time of year Focus on...

In this week’s episode, Jenny compares the two primary types of marketing agencies: brand agencies and performance agencies. Brand agencies are focused on big-picture, brand awareness efforts to make sure your brand is well known. Performance agencies, like Hedy & Hopp, focus on the finer details to make sure campaigns are driving strong results. There are three aspects to consider when consid...

In today’s episode, Jenny shares her top four tips for marketing on a budget. The vast majority of folks in the healthcare space operate on a smaller budget, and Jenny shares the following tips for maximizing marketing performance when budgets are tight:   Know your audience.  Who are you marketing to? Develop and understand personas around your target audience, so that you know you’re effectively...

On this week’s episode of "We Are, Marketing Happy," our CEO & Founder, Jenny Bristow, speaks on a topic that's been brought to light on a lot of our calls with clients and prospects recently - competitive insights. With the new fiscal year approaching for many, it's crunch time to deep dive into competitive intelligence. We're talking about more than just keeping pace; u...

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...

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 o...

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...

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 Fo...

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 prom...

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’...

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: A separate website to aggregate the content became an “owned” platform that offered a huge SEO boost, and allowed for creative flexibility compared...

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 credi...

Today Jenny welcomes Jeff Stewart, VP of Strategic Marketing at CHRISTUS Health. Jeff discusses CHRISTUS Health’s strategic journey to grow brand equity through streamlining each of CHRISTUS Health’s twelve distinct health systems under one united strategic vision.   Jeff offers advice for striking the right balance between consolidating marketing initiatives and finding the right partners who per...

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 jo...

In today’s episode, Jenny shares her top tips for establishing a strong and streamlined content marketing foundation, including audience strategy, production, and distribution. She starts off discussing Hedy & Hopp’s own content marketing approach, including her tips for simplified content production and how to use a “pillar content” strategy to maximize your time and effort. She then shares h...

In this week’s episode, Jenny welcomes Brian Deffaa, Chief Marketing Officer of Maryland-based LifeBridge Health. Brian shares his background in consumer and retail marketing and his journey into healthcare, where he is now on a mission to bring real emotion into delivering healthcare marketing. Brian discusses his “inside-out” approach to rallying LifeBridge teammates around a clear, compelling m...

Back from their final conference of the year, Jenny Bristow, Shelby Auer and Julia Pitlyk of Hedy & Hopp share their highlights from the 2023 HCIC conference in Los Angeles. They discuss various sessions and speakers, including the patient privacy masterclass with Hedy & Hopp and Cincinnati Children’s, several sessions on new marketing channels for hospitals and health systems (like TikTok...

In part two of this series on paid media, Jenny welcomes back Hedy & Hopp’s own Director of Activation, Lindsey Brown, and Director of Marketing, Julia Pitlyk. This time, the group covers paid media strategies for healthcare marketers targeting physicians and other healthcare marketers. The group discusses the importance of providing a clinical yet compelling message in any marketing channel t...

In part one of a two-part series on paid media, Jenny welcomes Hedy & Hopp’s own Director of Activation, Lindsey Brown, and Director of Marketing, Julia Pitlyk. Together the group discusses what healthcare marketers should consider when planning their paid media strategies from 2024. They focus on how to balance awareness building and lead generation objectives in a media plan, the merits of p...

In this episode, Jenny welcomes Hedy & Hopp’s own Director of Marketing, Julia Pitlyk. Reflecting on their latest discussions around changes to patient data privacy, Jenny and Julia discuss what healthcare marketers should expect from their marketing tactics and analytics. They focus on two main areas of change: marketing activation and analytics, and specifically discuss how those two areas w...

Welcome back! Jenny is here today to present the impact of OCR's December 2022 Bulletin on healthcare marketing. She starts off discussing how the bulletin categorized IP addresses as PHI, causing panic among many marketers, and why she disagrees with the American Hospital Association's stance to fully withdraw the guidance. She advocates for patient privacy and supports OCR's guidance...

Today Jenny is bringing you the inside scoop from the Becker’s HIT + DH + RCM Conference with a little help from Hedy and Hopp’s own Shelby Auer. Shelby discusses her experience at the conference, where they explored a wide range of healthcare topics, from digital health to IT, revenue cycle, and the patient experience. The conference featured diverse perspectives, including providers, highlightin...