Ep. 154: Local Marketing Secrets That Work – Interview With Alyssa Alsheimer from Wellframe

Expand 00:00:03 - 00:00:07[Music] 00:00:05 - 00:00:09what is going on wkins welcome family 00:00:07 - 00:00:11Nick and Michael here rocking another 00:00:09 - 00:00:14episode for you dropping on a Wednesday 00:00:11 - 00:00:16as usual uh but we are here to help you 00:00:14 - 00:00:17scale your clinic we want to help you 00:00:16 - 00:00:19get more patience deliver better care 00:00:17 - 00:00:21get repeat visits and scale that's what 00:00:19 - 00:00:22we're all about Michael what's up my 00:00:21 - 00:00:25friend how are you today what's 00:00:22 - 00:00:26happening and I'll keep repeating myself 00:00:25 - 00:00:28for a minute this is our month of 00:00:26 - 00:00:30interviews and we have another one 00:00:28 - 00:00:32coming on today which is a it's really 00:00:30 - 00:00:34cool we're going to talk shop in the 00:00:32 - 00:00:35marketing world because somebody the 00:00:34 - 00:00:37person that we have on today she has 00:00:35 - 00:00:39been deep in the marketing world for 00:00:37 - 00:00:41Urgent carees for a long time then she 00:00:39 - 00:00:42made a switch but we get to chat about 00:00:41 - 00:00:44it but so who we have today so we have 00:00:42 - 00:00:47Alyssa I'm gonna try to say right 00:00:44 - 00:00:49alsheimer you got it okay Lissa all 00:00:47 - 00:00:51shimer uh she's currently at wellframe 00:00:49 - 00:00:54which is part of Health Edge and what 00:00:51 - 00:00:56does wellframe do well they help they 00:00:54 - 00:00:58okay let me say this right she's part of 00:00:56 - 00:01:00marketing at wellframe where she helps 00:00:58 - 00:01:02Health Plans better Market to their 00:01:00 - 00:01:03members that's a lot of hes in there so 00:01:02 - 00:01:05it took me a second but Alissa thanks 00:01:03 - 00:01:07for coming on and I know Nick's got that 00:01:05 - 00:01:08famous question he's got to ask yeah I 00:01:07 - 00:01:09always want you to say hi to the Walkins 00:01:08 - 00:01:12welcome family and tell us one thing 00:01:09 - 00:01:13about you that nobody else knows hi 00:01:12 - 00:01:16everyone and thanks to y'all for having 00:01:13 - 00:01:18me um one thing that you guys don't know 00:01:16 - 00:01:20about me is that I am an internationally 00:01:18 - 00:01:23ranked competitive pinball player and 00:01:20 - 00:01:25this past weekend came in fifth in a 00:01:23 - 00:01:28tournament all right I'm G I'm gonna 00:01:25 - 00:01:30give you a digital H five yeah 00:01:28 - 00:01:32congratulations there's a really so I I 00:01:30 - 00:01:33honestly I wish I had asked where you're 00:01:32 - 00:01:34from I didn't put that I think it's like 00:01:33 - 00:01:37Maryland or something like that I'm in 00:01:34 - 00:01:39Boston close Boston Mass okay 00:01:37 - 00:01:41massachusett so if you ever find your 00:01:39 - 00:01:45way down here I'm friends with a place 00:01:41 - 00:01:47called Hooligans and Hooligans has wall 00:01:45 - 00:01:48to- wall pinball machines and they carry 00:01:47 - 00:01:51tournaments and all that kind of stuff 00:01:48 - 00:01:53congratulations on coming in fifth 00:01:51 - 00:01:54pinball is fun that's really cool 00:01:53 - 00:01:56actually yeah do you have a pinball 00:01:54 - 00:01:58machine at home I have four pinball 00:01:56 - 00:02:00machines in my basement I've got a 00:01:58 - 00:02:03better question have you ever played 00:02:00 - 00:02:04full contact pinball uh we have played 00:02:03 - 00:02:07trash talker pinball where I like that 00:02:04 - 00:02:10even trash talker 00:02:07 - 00:02:12pinball with with with enough beverages 00:02:10 - 00:02:15probably could turn into full contract 00:02:12 - 00:02:17the wrong thing pretty much all right I 00:02:15 - 00:02:19want to talk shop today Michael you you 00:02:17 - 00:02:20had you had brought um Alysa to the 00:02:19 - 00:02:22table because of her background in 00:02:20 - 00:02:24Urgent Care and we we want to talk well 00:02:22 - 00:02:25frame that's going to be a part of our 00:02:24 - 00:02:26conversation today I can't wait to tell 00:02:25 - 00:02:30you guys about that or at least have a 00:02:26 - 00:02:32listen that but to give give us a brief 00:02:30 - 00:02:35well as go as long as you want 00:02:32 - 00:02:37background on your Urgent Care uh 00:02:35 - 00:02:40experience um as much or as little as 00:02:37 - 00:02:42you want to share absolutely so prior to 00:02:40 - 00:02:45joining wellframe I was an ad industry 00:02:42 - 00:02:46veteran worked at several ad agencies 00:02:45 - 00:02:49including I Prospect which is part of 00:02:46 - 00:02:52the densu Eis Network and we ran uh 00:02:49 - 00:02:54digital marketing for a national Urgent 00:02:52 - 00:02:56Care brand so we managed their paid 00:02:54 - 00:02:58search their paid social and their SEO 00:02:56 - 00:03:01all with the goal of driving patients to 00:02:58 - 00:03:03their clinics we did highly highly 00:03:01 - 00:03:05localized strategy the likes of which I 00:03:03 - 00:03:09have never seen in terms of where we Geo 00:03:05 - 00:03:11fenced and who you saw and what um what 00:03:09 - 00:03:13location came up for you um and we also 00:03:11 - 00:03:15did a lot of their branding work as well 00:03:13 - 00:03:17because a strong brand is really 00:03:15 - 00:03:18important in the urgent care business 00:03:17 - 00:03:20people need to trust you especially in 00:03:18 - 00:03:22that moment of need um so I was really 00:03:20 - 00:03:24excited to come on the podcast today and 00:03:22 - 00:03:26talk about that I love that so much and 00:03:24 - 00:03:28I love that you've brought in branding 00:03:26 - 00:03:30uh building trust especially because 00:03:28 - 00:03:33Urgent Care struggles so much in and 00:03:30 - 00:03:36loyalty um so I want to start just with 00:03:33 - 00:03:38The Branding how do you build a brand of 00:03:36 - 00:03:40trust in a space that doesn't have brand 00:03:38 - 00:03:41loyalty I'm about to say because I think 00:03:40 - 00:03:43Urgent Care industry is one of the 00:03:41 - 00:03:46toughest Industries to build brand 00:03:43 - 00:03:47loyalty because people just simply 00:03:46 - 00:03:49aren't right like they just look for the 00:03:47 - 00:03:52red letters and say that's nearby and 00:03:49 - 00:03:54it's convenient and they have pretty 00:03:52 - 00:03:55good reviews and that's about as far as 00:03:54 - 00:03:57some of them will take it but yeah let's 00:03:55 - 00:03:58talk branding what what was the 00:03:57 - 00:04:00transformation what were the things what 00:03:58 - 00:04:03were the results from The Branding what 00:04:00 - 00:04:04did y'all do yeah so from a branding 00:04:03 - 00:04:06perspective what we really wanted to do 00:04:04 - 00:04:08was identify the things that for this 00:04:06 - 00:04:10chain helped them stand out from the 00:04:08 - 00:04:13rest of urgent cares because you're 00:04:10 - 00:04:15right it's my throat is sore I need to 00:04:13 - 00:04:18see someone oh I see a cross nearby let 00:04:15 - 00:04:21me just go in there um in our scenario 00:04:18 - 00:04:22and this is pre-pandemic time so before 00:04:21 - 00:04:25this was really really important to 00:04:22 - 00:04:27anyone it was about cleanliness it was 00:04:25 - 00:04:29about time to care and it was about this 00:04:27 - 00:04:31personalized approach so what we did is 00:04:29 - 00:04:33in addition to all of the performance 00:04:31 - 00:04:35campaigns that we had running the very 00:04:33 - 00:04:36much I'm Googling I need the good 00:04:35 - 00:04:38reviews for the place that I need an 00:04:36 - 00:04:40appointment now we were running 00:04:38 - 00:04:43Evergreen campaigns that highlighted 00:04:40 - 00:04:45those key differentiators and went back 00:04:43 - 00:04:48to content on their website and I think 00:04:45 - 00:04:49for a lot of urgent care Brands content 00:04:48 - 00:04:51is something that's like easy to push 00:04:49 - 00:04:52off because it's like you know my 00:04:51 - 00:04:54website needs to focus on a good 00:04:52 - 00:04:57appointment Booker and a good location 00:04:54 - 00:04:59search but really having content there 00:04:57 - 00:05:01so if someone is wondering about getting 00:04:59 - 00:05:03a flu shot or is wondering about getting 00:05:01 - 00:05:05a strep test you're surfacing in those 00:05:03 - 00:05:08search results and you're surfacing in 00:05:05 - 00:05:10those paid social ads that builds that 00:05:08 - 00:05:12trust that builds those touch points so 00:05:10 - 00:05:15when someone is in a moment of need that 00:05:12 - 00:05:17brand is resonating so it's very hard to 00:05:15 - 00:05:21measure you can't just go and say all 00:05:17 - 00:05:23right we increased brand from two to six 00:05:21 - 00:05:25[Laughter] 00:05:23 - 00:05:27rightand brand Equity is a very 00:05:25 - 00:05:30difficult thing to determine sometimes 00:05:27 - 00:05:31it is it is so for this in this scenario 00:05:30 - 00:05:33the way we measured that was through 00:05:31 - 00:05:35click through rate on all of our 00:05:33 - 00:05:37campaigns you know for all of the ads 00:05:35 - 00:05:38that we were showing were more people 00:05:37 - 00:05:41clicking on them and could we credit 00:05:38 - 00:05:42that somewhat to the brand um I worked 00:05:41 - 00:05:43on another Healthcare campaign not 00:05:42 - 00:05:46specifically in Urgent Care but a 00:05:43 - 00:05:48related health care company where we 00:05:46 - 00:05:50actually did a digital holdout test so 00:05:48 - 00:05:52if you're an urgent care company that 00:05:50 - 00:05:54has maybe locations in two states you 00:05:52 - 00:05:57can try running brand in one state and 00:05:54 - 00:05:58not in the other and then compare those 00:05:57 - 00:06:00front-end metrics are you getting more 00:05:58 - 00:06:02site visits are you getting more organic 00:06:00 - 00:06:04clicks are you getting a higher click 00:06:02 - 00:06:05through rate on your ads that's really 00:06:04 - 00:06:07the best way to measure the impact of 00:06:05 - 00:06:09brand is looking at the downstream 00:06:07 - 00:06:11impacts that it has on your other 00:06:09 - 00:06:14marketing initiatives you know it's 00:06:11 - 00:06:18interesting so we work with a couple of 00:06:14 - 00:06:20large National Brands and the n The 00:06:18 - 00:06:23Branding makes a difference on the 00:06:20 - 00:06:26conversion cost like it's just it's kind 00:06:23 - 00:06:27of sad it's just easier to do better 00:06:26 - 00:06:30when there's a recognized respected 00:06:27 - 00:06:31brand that you're working with and the 00:06:30 - 00:06:34people just resp because they see it 00:06:31 - 00:06:35like oh I know what that is and they and 00:06:34 - 00:06:37they kind of identify with it um because 00:06:35 - 00:06:39we I mean you can I'm sure you seen this 00:06:37 - 00:06:41plenty of times people don't look when 00:06:39 - 00:06:43they click they just tap the first thing 00:06:41 - 00:06:44they see and assume it's the right thing 00:06:43 - 00:06:45and then they don't even pay attention 00:06:44 - 00:06:47till they're talking to somebody and 00:06:45 - 00:06:49they realize oh wait you're not what I 00:06:47 - 00:06:52thought you were but 00:06:49 - 00:06:55okay so Alyssa Let's do let's do a quick 00:06:52 - 00:06:57brand experiment so that I can so that I 00:06:55 - 00:06:59can help our audience understand brand 00:06:57 - 00:07:03it's been my experience that brand is 00:06:59 - 00:07:05what people think of you okay so what do 00:07:03 - 00:07:08you think of when I say 00:07:05 - 00:07:11Chick-fil-A uh tasty tasty sandwiches 00:07:08 - 00:07:13and waffle fries which I am not a fan of 00:07:11 - 00:07:14okay all right so you have but you have 00:07:13 - 00:07:17your own experience brand all right what 00:07:14 - 00:07:21do you think of when you think of 00:07:17 - 00:07:23cocacola uh very sugary drinks okay and 00:07:21 - 00:07:26what do you think of when you think of 00:07:23 - 00:07:28Walmart um everything you could possibly 00:07:26 - 00:07:31want to buy in more what do you think of 00:07:28 - 00:07:35when you think of a American Family Care 00:07:31 - 00:07:37ooh um we actually have one nearby fast 00:07:35 - 00:07:42appointments uh and 00:07:37 - 00:07:43locally um like locally oriented so the 00:07:42 - 00:07:47only point I wanted to make with all of 00:07:43 - 00:07:48this is every one of these huge Brands 00:07:47 - 00:07:50including American Family Care have 00:07:48 - 00:07:52spent a massive amount of time to get 00:07:50 - 00:07:54you to think something yeah and I wonder 00:07:52 - 00:07:56if they were putting into their 00:07:54 - 00:07:59boardroom I want people to not like our 00:07:56 - 00:08:02waffle fries yeah right yeah or Wonder 00:07:59 - 00:08:04like the only perception is sugary drink 00:08:02 - 00:08:05yeah right and it's real like because I 00:08:04 - 00:08:08I think at because when you when you 00:08:05 - 00:08:10said Chick-fil-A my default was 00:08:08 - 00:08:12consistent fast service like it's it's 00:08:10 - 00:08:13like a when you get into that line it 00:08:12 - 00:08:15feels like an amusement park ride where 00:08:13 - 00:08:17you're just constantly moving through 00:08:15 - 00:08:18the line like you're on a getting ready 00:08:17 - 00:08:21on the roll Co I think Walmart I think 00:08:18 - 00:08:24vampires after 10 p.m. 00:08:21 - 00:08:26like you know it's like everybody has 00:08:24 - 00:08:27that's the whole whole point I was 00:08:26 - 00:08:30trying to make though Alyssa and you 00:08:27 - 00:08:31would have significantly more experience 00:08:30 - 00:08:34than even Michael and I have in this 00:08:31 - 00:08:37space and that is you can do only so 00:08:34 - 00:08:39much to influence your brand yeah at 00:08:37 - 00:08:42some point you need to find out what 00:08:39 - 00:08:43other people think about your brand yeah 00:08:42 - 00:08:46right and and be realistic about it too 00:08:43 - 00:08:49like you have to be accepting that your 00:08:46 - 00:08:51brand isn't perfect and it's got issues 00:08:49 - 00:08:53and then you know the how people 00:08:51 - 00:08:54perceive it will always be different 00:08:53 - 00:08:57from what you're hoping they do because 00:08:54 - 00:08:59it's just part of the game you play but 00:08:57 - 00:09:00uh but at the same time a brand is much 00:08:59 - 00:09:02more than just a logo because a lot of 00:09:00 - 00:09:05people think a brand is just a logo and 00:09:02 - 00:09:07it's so much more there's a whole it 00:09:05 - 00:09:09really is and I think you make a good 00:09:07 - 00:09:11point about what do people say in 00:09:09 - 00:09:13boardrooms that they want people to 00:09:11 - 00:09:15think about them versus perception as 00:09:13 - 00:09:17reality what do they perceive that to be 00:09:15 - 00:09:19and I find it particularly in health 00:09:17 - 00:09:21care because I think it's so insolar and 00:09:19 - 00:09:23we're very focused on delivering good 00:09:21 - 00:09:25care we end up talking about ourselves 00:09:23 - 00:09:28within our four walls in ways that a 00:09:25 - 00:09:29normal person never ever would and so 00:09:28 - 00:09:31important to get outside of that and 00:09:29 - 00:09:32really understand what people are 00:09:31 - 00:09:34thinking about whether you do a survey 00:09:32 - 00:09:36or a focus group or even what's great 00:09:34 - 00:09:38about urgent care locations is there are 00:09:36 - 00:09:40physical locations you can actually 00:09:38 - 00:09:42understand what people perceive of you 00:09:40 - 00:09:45based on their physical experience um 00:09:42 - 00:09:47and that's super powerful dror uh 00:09:45 - 00:09:50William AdAway was just recently on the 00:09:47 - 00:09:51podcast and he said that uh businesses 00:09:50 - 00:09:53can't see the picture because they're 00:09:51 - 00:09:56inside the frame exactly inside the 00:09:53 - 00:09:58frame so how do you I'm gonna ask you 00:09:56 - 00:10:00how do you get outside of the frame I 00:09:58 - 00:10:02will say social media is an incredibly 00:10:00 - 00:10:05powerful tool for doing that I we live 00:10:02 - 00:10:07in a world where we actually have so 00:10:05 - 00:10:09much access to information now that we 00:10:07 - 00:10:12wouldn't have had access to before you 00:10:09 - 00:10:13talked about reviews before as well um I 00:10:12 - 00:10:15think when you're close to a business 00:10:13 - 00:10:17whether you're an owner or your managing 00:10:15 - 00:10:19marketing it can be tough to sometimes 00:10:17 - 00:10:21see but if you're not looking at social 00:10:19 - 00:10:23media if you're not looking at the 00:10:21 - 00:10:25reviews I think you're missing out on a 00:10:23 - 00:10:27big part of that feedback I also do 00:10:25 - 00:10:29think it's important to get a surveying 00:10:27 - 00:10:31mechanism set up so you can get that 00:10:29 - 00:10:32feedback from your patients you can use 00:10:31 - 00:10:34something really easy like a survey 00:10:32 - 00:10:38monkey or a qu tricks to kind of deploy 00:10:34 - 00:10:39those at a pretty low cost but with that 00:10:38 - 00:10:41it's really important to do so 00:10:39 - 00:10:43consistently you can't just send out a 00:10:41 - 00:10:44survey once to all of your patients and 00:10:43 - 00:10:46say all right at this moment in time 00:10:44 - 00:10:49this was reality and this will re be 00:10:46 - 00:10:51reality forever more you need to be able 00:10:49 - 00:10:52to get that historical data so as you're 00:10:51 - 00:10:54doing more with the brand or as you're 00:10:52 - 00:10:57putting more into the market you can see 00:10:54 - 00:11:00how results evolve over time is this 00:10:57 - 00:11:02something that when you were uh uh an ad 00:11:00 - 00:11:03buyer or a media buyer even at the 00:11:02 - 00:11:06agency level is this something that you 00:11:03 - 00:11:08automated inside of the clinics um not 00:11:06 - 00:11:10necessarily on the Urgent Care front but 00:11:08 - 00:11:12I actually used to stand up social media 00:11:10 - 00:11:14listening campaigns at scale for large 00:11:12 - 00:11:17organizations including a large airline 00:11:14 - 00:11:19that had a particularly high volume of 00:11:17 - 00:11:21social media posts about them um and 00:11:19 - 00:11:26there are tools that can allow you to to 00:11:21 - 00:11:28do that a spirit better than Spirit but 00:11:26 - 00:11:30but definitely really uh yeah it was not 00:11:28 - 00:11:33spirit airlin 00:11:30 - 00:11:34you said it was yes a bit of a better 00:11:33 - 00:11:37reputation but when you think about an 00:11:34 - 00:11:39airline so if you think about 00:11:37 - 00:11:41exacerbating a problem if you're doing 00:11:39 - 00:11:43social media listening for an airline 00:11:41 - 00:11:45which has more comments about it than 00:11:43 - 00:11:49anyone could possibly have in probably 00:11:45 - 00:11:51any other industry um being able to use 00:11:49 - 00:11:53AI to analyze the sentiment of those 00:11:51 - 00:11:56messages being able to leverage tools 00:11:53 - 00:11:58and technology that help you group those 00:11:56 - 00:11:59messages being able to use tools that 00:11:58 - 00:12:01help you respond at scale that's 00:11:59 - 00:12:02definitely something that we've done and 00:12:01 - 00:12:04there are a lot of tools out there that 00:12:02 - 00:12:06can help with that AI has come a really 00:12:04 - 00:12:08long way in being able to do kind of 00:12:06 - 00:12:11natural language processing so 00:12:08 - 00:12:12understanding sarcasm understanding um 00:12:11 - 00:12:14if something is actually negative or 00:12:12 - 00:12:17positive and what response you need to 00:12:14 - 00:12:21make we just recently uh put together an 00:12:17 - 00:12:23ad campaign multiple videos long where 00:12:21 - 00:12:24uh you you were talking about how it can 00:12:23 - 00:12:25understand things that even we don't 00:12:24 - 00:12:28understand so we had it right 00:12:25 - 00:12:32advertising in the voice of Generation Z 00:12:28 - 00:12:34so j z and it's using words like skibby 00:12:32 - 00:12:35and I don't even know what they mean you 00:12:34 - 00:12:36have kids you're over here scratching 00:12:35 - 00:12:38your head going I don't know what that 00:12:36 - 00:12:40means but I hear it every day yeah 00:12:38 - 00:12:42exactly yeah that's real but uh now 00:12:40 - 00:12:44we're saying okay here's what I want to 00:12:42 - 00:12:46say now translated into j z and then I'm 00:12:44 - 00:12:47gonna have an old dude deliver it 00:12:46 - 00:12:49because all the parents are gonna be 00:12:47 - 00:12:51like I don't know what he said but I'm 00:12:49 - 00:12:53I'm buying from him you know because he 00:12:51 - 00:12:55understands me um I love how you're 00:12:53 - 00:12:57using AI one of the things that you 00:12:55 - 00:13:00brought up very very early in the 00:12:57 - 00:13:02episode was uh geov fencing um we get so 00:13:00 - 00:13:03many questions so many uh inquiries 00:13:02 - 00:13:06about Geo fencing and I want to hear 00:13:03 - 00:13:09from your perspective one what's the 00:13:06 - 00:13:10best case use for it two what are you 00:13:09 - 00:13:13delivering it through if if you can 00:13:10 - 00:13:15share that sure um and three when do you 00:13:13 - 00:13:17not use it yeah and I think important to 00:13:15 - 00:13:19note that a lot of these geofence 00:13:17 - 00:13:22campaigns were set up pre pandemic so 00:13:19 - 00:13:24technology has evolved since then but um 00:13:22 - 00:13:26geofencing I think performs best in 00:13:24 - 00:13:29performance media channels I don't think 00:13:26 - 00:13:31geofencing a banner or video ad 00:13:29 - 00:13:33advertising campaign is super effective 00:13:31 - 00:13:35because when you're building brand you 00:13:33 - 00:13:36want to cast a bit of a wider net now as 00:13:35 - 00:13:38you move down the funnel and you're 00:13:36 - 00:13:40driving that point of conversion it's 00:13:38 - 00:13:43important to be as specific as possible 00:13:40 - 00:13:44so for example New York City if anyone's 00:13:43 - 00:13:46ever been to New York New York is 00:13:44 - 00:13:48segmented into these ity vitty 00:13:46 - 00:13:50neighborhoods and people don't leave 00:13:48 - 00:13:53them if you work in Midtown and you live 00:13:50 - 00:13:54in you know Greenpoint Brooklyn you work 00:13:53 - 00:13:56in Midtown and you take the train home 00:13:54 - 00:13:59to Greenpoint Brooklyn and you really 00:13:56 - 00:14:01don't stop in between there so 00:13:59 - 00:14:02specifically for an urgent care I need 00:14:01 - 00:14:04to know where you work and I need to 00:14:02 - 00:14:05know where you live and I need to know 00:14:04 - 00:14:08that if you're at work and you start 00:14:05 - 00:14:11feeling unwell if you search for urgent 00:14:08 - 00:14:14care near me my ad for our Midtown 00:14:11 - 00:14:16location better show up over my ad for 00:14:14 - 00:14:18Soho or for Green Point or for a 00:14:16 - 00:14:20different location because people are 00:14:18 - 00:14:22not willing to walk outside of that zone 00:14:20 - 00:14:25so we delivered both our paid search and 00:14:22 - 00:14:28our paid social campaigns at a zip code 00:14:25 - 00:14:30and even narrower level and we just did 00:14:28 - 00:14:32that natively Within the engine So 00:14:30 - 00:14:35within Google within Facebook you can 00:14:32 - 00:14:37actually put in those parameters for how 00:14:35 - 00:14:38much you want to Target um so I find 00:14:37 - 00:14:41those to be the most effective channels 00:14:38 - 00:14:44to be Geo fencing and I think it really 00:14:41 - 00:14:46helps because those channels will update 00:14:44 - 00:14:48the location they're showing based on 00:14:46 - 00:14:51where a me where a user's mobile device 00:14:48 - 00:14:53is as opposed to other tools that may do 00:14:51 - 00:14:56it based on your IP address or your past 00:14:53 - 00:14:57known location and like I said people 00:14:56 - 00:14:59work in a different place where they 00:14:57 - 00:15:00live and for Urgent Care specific 00:14:59 - 00:15:02specifically you need to make sure 00:15:00 - 00:15:04you're right on top of whatever location 00:15:02 - 00:15:06they're currently at yeah and we find 00:15:04 - 00:15:09specifically in Google ads making sure 00:15:06 - 00:15:10you tick on located in and not 00:15:09 - 00:15:14interested in because that always 00:15:10 - 00:15:15creates little fluctuations there uh but 00:15:14 - 00:15:17yeah the zip cod's a real thing 00:15:15 - 00:15:19especially in like a because in those 00:15:17 - 00:15:21type of cities there's so many zip codes 00:15:19 - 00:15:24already in there so it gets micr focused 00:15:21 - 00:15:26really fast um because you know from our 00:15:24 - 00:15:27standpoint if you're not in a big city 00:15:26 - 00:15:30where you're just in a a norm I say 00:15:27 - 00:15:32normal normal sub right you can pick out 00:15:30 - 00:15:34like a one or two mile radius and 00:15:32 - 00:15:36typically okay but yeah in your scenario 00:15:34 - 00:15:39there like yeah there may be 25 urgent 00:15:36 - 00:15:41cares within half a mile uh every wit 00:15:39 - 00:15:43way so you have to be careful that 00:15:41 - 00:15:45you're not you know you're not wasting 00:15:43 - 00:15:47dollars in the wrong spot we've been 00:15:45 - 00:15:49went as far as to do an analysis and 00:15:47 - 00:15:50working with each of the locations to 00:15:49 - 00:15:52understand where their patients were 00:15:50 - 00:15:54coming from to understand if someone was 00:15:52 - 00:15:56more or less likely to walk north south 00:15:54 - 00:15:58east or west coming out of their 00:15:56 - 00:16:00building because to your point we might 00:15:58 - 00:16:02have a five blocks to the East and we 00:16:00 - 00:16:04might have a location five blocks to the 00:16:02 - 00:16:06north but we want to know which out of 00:16:04 - 00:16:10those locations we should be pushing to 00:16:06 - 00:16:12a given patient at a given time okay I'm 00:16:10 - 00:16:15fascinated how the approach for 00:16:12 - 00:16:19marketing changes based on density of 00:16:15 - 00:16:21the city or dynamics of a city um we of 00:16:19 - 00:16:23course study this but we haven't had the 00:16:21 - 00:16:24Good Fortune yet to just play deep in 00:16:23 - 00:16:26New York just yet I hope that's a city 00:16:24 - 00:16:29we'll get to pick up at some point well 00:16:26 - 00:16:30we we have we have Huntington coming but 00:16:29 - 00:16:33not like we 00:16:30 - 00:16:35waiting so uh point point being though 00:16:33 - 00:16:36is just that approach even though I know 00:16:35 - 00:16:40it I've never really heard it 00:16:36 - 00:16:42articulated that way um and you have 00:16:40 - 00:16:45atlantas and you have Chicago and you 00:16:42 - 00:16:47have LA's uh that are even listening 00:16:45 - 00:16:49right now and then here we are in little 00:16:47 - 00:16:51Birmingham Alabama you know we call it 00:16:49 - 00:16:53the strikingly mediocre skyline of 00:16:51 - 00:16:55Birmingham Alabama with it's seven 00:16:53 - 00:16:56buildings but different approach right 00:16:55 - 00:16:59you can see the whole skyline of 00:16:56 - 00:17:02Birmingham in one frame makes it easy 00:16:59 - 00:17:04for for photographs it does that's right 00:17:02 - 00:17:06it does we have a photo in our office I 00:17:04 - 00:17:08took of the one frame don't get me wrong 00:17:06 - 00:17:11we love Birmingham that's not the point 00:17:08 - 00:17:14all right so I like to ask this question 00:17:11 - 00:17:18um to people in the marketing space only 00:17:14 - 00:17:18um what is your favorite marketing 00:17:19 - 00:17:25tool what is my favorite marketing tool 00:17:21 - 00:17:29that is so hard to answer um but I will 00:17:25 - 00:17:31say that the Channel that I always try 00:17:29 - 00:17:32to have a presence on when and where I 00:17:31 - 00:17:35can and I have been a fan of this 00:17:32 - 00:17:38channel for a long long time I love 00:17:35 - 00:17:40digital audio and at my last role I was 00:17:38 - 00:17:42known as the digital audio Queen I was 00:17:40 - 00:17:44the person in every pitch meeting who 00:17:42 - 00:17:46was like how do we get Podcast ads in 00:17:44 - 00:17:49here how do we get satellite radio how 00:17:46 - 00:17:51do we get Pandora um I think it's 00:17:49 - 00:17:55becoming saturated now but for a long 00:17:51 - 00:17:57long time we were just getting into like 00:17:55 - 00:17:58being able to programmatically buy in 00:17:57 - 00:18:00digital audio and you had things like 00:17:58 - 00:18:03post reads and there was a lot that you 00:18:00 - 00:18:06could do at a much lower cost and so for 00:18:03 - 00:18:09me that was kind of like the wild west 00:18:06 - 00:18:11of media for the longest time I love it 00:18:09 - 00:18:13I cut my teeth in traditional radio so 00:18:11 - 00:18:14we did uh talk and then we did Christian 00:18:13 - 00:18:18radio so it was just Niche radio would 00:18:14 - 00:18:19be the best way to say it um and it it's 00:18:18 - 00:18:22amazing how effective that can be when 00:18:19 - 00:18:24you have a niche audience uh and boy 00:18:22 - 00:18:26have podcast been able to develop a 00:18:24 - 00:18:28niche audience oh it's wild the program 00:18:26 - 00:18:30programmatic display that you talk about 00:18:28 - 00:18:31being to deliver those audios to the 00:18:30 - 00:18:33Right audience at the right time in the 00:18:31 - 00:18:35right way with the right voice all the 00:18:33 - 00:18:37different things you can do with it 00:18:35 - 00:18:39voice for everything you want to do with 00:18:37 - 00:18:41marketing um and that's and that's why I 00:18:39 - 00:18:43love it I just think it's a really 00:18:41 - 00:18:45creative medium and a lot of other 00:18:43 - 00:18:46mediums um for advertising we just 00:18:45 - 00:18:49gotten pretty stale and this one's 00:18:46 - 00:18:51pretty exciting well you know and like 00:18:49 - 00:18:53so like obviously our podcast originated 00:18:51 - 00:18:55from Spotify and it goes to Apple 00:18:53 - 00:18:59podcast all the places I like how 00:18:55 - 00:19:01Spotify now has like self uh commerci in 00:18:59 - 00:19:03where you just go to their platform and 00:19:01 - 00:19:04just submit something and they record it 00:19:03 - 00:19:07real quick for you and send it right 00:19:04 - 00:19:09back and there's your ad um but then 00:19:07 - 00:19:11like for me personally it's funny 00:19:09 - 00:19:14because Spotify is convinced I speak 00:19:11 - 00:19:17Spanish and it will just give me Spanish 00:19:14 - 00:19:19ads I was just going to say that too my 00:19:17 - 00:19:21podcast app also thinks I do speak 00:19:19 - 00:19:23Spanish but my podcast app thinks that's 00:19:21 - 00:19:25my native language so I get the majority 00:19:23 - 00:19:26of my ads also I don't speak Spanish at 00:19:25 - 00:19:29all Facebook Facebook thinks I'm an 00:19:26 - 00:19:31African-American woman 00:19:29 - 00:19:33you can look that up for any of your 00:19:31 - 00:19:36listeners within Facebook Twitter Google 00:19:33 - 00:19:38you can look up um what these platforms 00:19:36 - 00:19:40have assumed that you and I'm like I 00:19:38 - 00:19:43don't know how you came up with that but 00:19:40 - 00:19:44I'm not offended no good I was like if 00:19:43 - 00:19:46that's what you want to show me let's go 00:19:44 - 00:19:48exactly Google for the longest time 00:19:46 - 00:19:51thought I was a 45y old guy who was very 00:19:48 - 00:19:55interested in baseball the latter part 00:19:51 - 00:19:57is not wrong but the first two parts 00:19:55 - 00:19:59are I like that I would be the 00:19:57 - 00:20:0245-year-old guy but I'm more into 00:19:59 - 00:20:03football than than baseball I've had a 00:20:02 - 00:20:06I've had a blast talking about the 00:20:03 - 00:20:07marketing piece of this I want to I I 00:20:06 - 00:20:08would love to continue to go down this 00:20:07 - 00:20:10rabbit hole but I don't want to miss an 00:20:08 - 00:20:12opportunity to talk about wellframe yeah 00:20:10 - 00:20:14exactly so uh give give us an 00:20:12 - 00:20:16explanation of wellframe what it is that 00:20:14 - 00:20:19you specifically do there in addition to 00:20:16 - 00:20:20what it does for your clients absolutely 00:20:19 - 00:20:23so wellframe as again part of Health 00:20:20 - 00:20:26Edge we are a digital Care Management 00:20:23 - 00:20:28platform um so say you have a a you're a 00:20:26 - 00:20:29Health Plan member and let's say you 00:20:28 - 00:20:31have a surgery and you're discharged 00:20:29 - 00:20:33from the hospital your health plan will 00:20:31 - 00:20:34typically assign you a care manager 00:20:33 - 00:20:36typically a nurse sometimes a 00:20:34 - 00:20:38non-clinical person who will call you 00:20:36 - 00:20:39and say hey just saw you got discharge 00:20:38 - 00:20:41from the hospital do you have questions 00:20:39 - 00:20:43about your medication do you need 00:20:41 - 00:20:45anything do you need help making a 00:20:43 - 00:20:46followup and I don't know about you all 00:20:45 - 00:20:48but I can't remember the last time I 00:20:46 - 00:20:52answered a phone call from an unknown 00:20:48 - 00:20:54number so what we do is we digitize Care 00:20:52 - 00:20:56Management so you can actually download 00:20:54 - 00:20:58an app you can chat with your care 00:20:56 - 00:20:59manager which is much more what you want 00:20:58 - 00:21:02to do when when say you're healing from 00:20:59 - 00:21:04an injury or dealing with an illness um 00:21:02 - 00:21:05there's content that you can consume on 00:21:04 - 00:21:08demand there are care programs you can 00:21:05 - 00:21:10be enrolled in so essentially we work to 00:21:08 - 00:21:13digitize that function of health plans 00:21:10 - 00:21:14and kind of bring it into the modern era 00:21:13 - 00:21:16in terms of my role at wellframe I 00:21:14 - 00:21:18oversee Our member marketing team so we 00:21:16 - 00:21:21work with health plans to get their 00:21:18 - 00:21:22members onto the platform and it's very 00:21:21 - 00:21:25similar to what we were talking about 00:21:22 - 00:21:27before in terms of branding in terms of 00:21:25 - 00:21:28conversion you all probably had never 00:21:27 - 00:21:31heard of Care Management before this 00:21:28 - 00:21:32conversation we've done surveys that 00:21:31 - 00:21:35show half of Americans don't know what a 00:21:32 - 00:21:37care manager is but in your moment of 00:21:35 - 00:21:38need if someone were to email you or 00:21:37 - 00:21:40send you a text message that says hey 00:21:38 - 00:21:42there's this app that can help you 00:21:40 - 00:21:43manage your medications or answer your 00:21:42 - 00:21:47questions and help you feel better 00:21:43 - 00:21:48faster you would absolutely download it 00:21:47 - 00:21:50but the problem for health plans is kind 00:21:48 - 00:21:51of closing that Gap and getting to 00:21:50 - 00:21:53members at the right place at the right 00:21:51 - 00:21:56time so my team works with them to 00:21:53 - 00:21:57identify the channels the messages the 00:21:56 - 00:21:59creative that will resonate most with 00:21:57 - 00:22:02those members get the message in front 00:21:59 - 00:22:05of them how are you able to bridge the 00:22:02 - 00:22:07gap with trust I know uh my dad who is 00:22:05 - 00:22:10in his mid to late 70s at this point 00:22:07 - 00:22:13isn't giving any information online and 00:22:10 - 00:22:17I buy uh 00:22:13 - 00:22:18like protection for my social security 00:22:17 - 00:22:20so I'll put whatever I want out there 00:22:18 - 00:22:21because they'll cover me for it but then 00:22:20 - 00:22:24you'll purchase something off Tik Tok 00:22:21 - 00:22:26shop I know right that's what I'm just 00:22:24 - 00:22:28very good sales on Tik Tok they do have 00:22:26 - 00:22:30good sales going to say not going to lie 00:22:28 - 00:22:31or team use not that bad half the time 00:22:30 - 00:22:35yeah that's right you get to spend the 00:22:31 - 00:22:37Little Wheel uh but but anyway um you 00:22:35 - 00:22:39know there they I think part of that is 00:22:37 - 00:22:41you have to bridge a trust Gap because 00:22:39 - 00:22:43you have to put personal information out 00:22:41 - 00:22:45there spe specifically Hippa information 00:22:43 - 00:22:46um how are yall able to bridge that Gap 00:22:45 - 00:22:48what kind of education are you doing on 00:22:46 - 00:22:51this so I think it's a three-fold 00:22:48 - 00:22:53approach I think the first is to build 00:22:51 - 00:22:56that trust through a multi-touch journey 00:22:53 - 00:22:58I think when companies ask members 00:22:56 - 00:23:01patients consumers to do something they 00:22:58 - 00:23:03typically send one letter one email one 00:23:01 - 00:23:05phone call and call it a day no one's 00:23:03 - 00:23:07ever converted off that not no one but 00:23:05 - 00:23:10very few people convert off that and you 00:23:07 - 00:23:12need to kind of convince them that they 00:23:10 - 00:23:14should trust you so deliver content that 00:23:12 - 00:23:16shows we hear you we see you we've dealt 00:23:14 - 00:23:18with members who have similar problems 00:23:16 - 00:23:20so the email Journeys that my team 00:23:18 - 00:23:22deploys have six emails in them and they 00:23:20 - 00:23:24each kind of move you down the funnel 00:23:22 - 00:23:26and give you more and more proof points 00:23:24 - 00:23:28about why this will help you I think the 00:23:26 - 00:23:31second piece is being what I call 00:23:28 - 00:23:32personalized but not creepy it's okay 00:23:31 - 00:23:34that we know that maybe you have a 00:23:32 - 00:23:36chronic condition or you recently had a 00:23:34 - 00:23:38hospital stay but I should not be 00:23:36 - 00:23:40emailing you and me saying hey bummer 00:23:38 - 00:23:41about the broken leg now that you're 00:23:40 - 00:23:43home and you're on these four 00:23:41 - 00:23:45medications that's you should do a gen Z 00:23:43 - 00:23:47version of it just take one of your 00:23:45 - 00:23:49copies and turn into gen Z I will have 00:23:47 - 00:23:52to run that through AI because I do not 00:23:49 - 00:23:55speak gen Z but through HR 00:23:52 - 00:23:57too the only word I know is Riz and I 00:23:55 - 00:23:59can just keep saying that over and over 00:23:57 - 00:24:01so those are two really important parts 00:23:59 - 00:24:03of it but I think the third piece of it 00:24:01 - 00:24:05is just being really targeted and really 00:24:03 - 00:24:06pragmatic with your approach and 00:24:05 - 00:24:09reaching out to the members that you 00:24:06 - 00:24:13know need you the most and asking those 00:24:09 - 00:24:15members to do the to give you the least 00:24:13 - 00:24:16information you need to get the job done 00:24:15 - 00:24:18so like you mentioned your social 00:24:16 - 00:24:20security number I don't need your social 00:24:18 - 00:24:22security number to provide you with 00:24:20 - 00:24:24better care sure I do need your name and 00:24:22 - 00:24:27your email address so I can email you 00:24:24 - 00:24:29later so finding that ground of being 00:24:27 - 00:24:31really targeted and really relevant but 00:24:29 - 00:24:33also just being understanding that 00:24:31 - 00:24:35people are skeptical about sharing their 00:24:33 - 00:24:37information these days so maybe asking 00:24:35 - 00:24:38them just to share the bare random 00:24:37 - 00:24:41moment of what you need you know I 00:24:38 - 00:24:43wonder um so we talk a lot on this 00:24:41 - 00:24:45podcast about the importance of a front 00:24:43 - 00:24:49desk person yeah so I'm curious from 00:24:45 - 00:24:51your Viewpoint if is the provider 00:24:49 - 00:24:53creating enough education about what's 00:24:51 - 00:24:56going to be communicating with them once 00:24:53 - 00:24:58they exit the hospital or whatever um is 00:24:56 - 00:25:01does that increase the conversion or 00:24:58 - 00:25:03because they don't feel as blindsided 00:25:01 - 00:25:05because I like I even got a text a week 00:25:03 - 00:25:08or two ago from one of the hospitals 00:25:05 - 00:25:09I've been to for an m and they said it I 00:25:08 - 00:25:11didn't click on it because like this is 00:25:09 - 00:25:13creepy it literally said hey you need to 00:25:11 - 00:25:17set a new appointment with Brookwood 00:25:13 - 00:25:19whatever click here I'm like no I'm not 00:25:17 - 00:25:21cing there well and there's so many so 00:25:19 - 00:25:25many spam messages nowadays you can't 00:25:21 - 00:25:26trust anything that you're sent um so to 00:25:25 - 00:25:28answer your question yes some health 00:25:26 - 00:25:31plans actually have care care managers 00:25:28 - 00:25:33or nurses who are in the hospital so 00:25:31 - 00:25:35when folks are getting discharged 00:25:33 - 00:25:37they're being given a handout or being 00:25:35 - 00:25:39able to scan a QR code that tells them 00:25:37 - 00:25:41about wellframe and we see that has a 00:25:39 - 00:25:42significant increase in conversion rate 00:25:41 - 00:25:43because that's a face-to-face 00:25:42 - 00:25:46conversation that you've had with 00:25:43 - 00:25:48someone we also haven't abandoned 00:25:46 - 00:25:51telephonic Outreach entirely some people 00:25:48 - 00:25:52feel more comfortable downloading 00:25:51 - 00:25:55something or doing something digitally 00:25:52 - 00:25:56after talking to a person we also find 00:25:55 - 00:25:58with some members that may be less 00:25:56 - 00:26:01digitally Savvy they need someone talk 00:25:58 - 00:26:03them through how to download an app how 00:26:01 - 00:26:04to register so I think it's about 00:26:03 - 00:26:06meeting members where they are and 00:26:04 - 00:26:09finding that level of comfort and just 00:26:06 - 00:26:10providing that face wherever you can so 00:26:09 - 00:26:14it's funny that you say that I was 00:26:10 - 00:26:17listening uh to a fascinating AI 00:26:14 - 00:26:19software it's called air. and I think at 00:26:17 - 00:26:20this point I think the government shut 00:26:19 - 00:26:22it down at this point because they just 00:26:20 - 00:26:24didn't like it but that's what that's 00:26:22 - 00:26:26what very fascinating but it sounded 00:26:24 - 00:26:28like it sounded like a real human being 00:26:26 - 00:26:29having a real conversation about uh I 00:26:28 - 00:26:31don't know if you've seen the Apple 00:26:29 - 00:26:35vision goggles you know what I'm talking 00:26:31 - 00:26:37about I swear I'm going somewhere this 00:26:35 - 00:26:38but the the conversation uh kind of 00:26:37 - 00:26:39leads into what you're talking about is 00:26:38 - 00:26:41I want to talk to somebody before I 00:26:39 - 00:26:43start giving information right and so 00:26:41 - 00:26:45this thing saying hey I saw where you 00:26:43 - 00:26:47inquired about our our product uh what 00:26:45 - 00:26:49kept you from moving forward with us and 00:26:47 - 00:26:51they're like the price and you know they 00:26:49 - 00:26:52came up with something and he said well 00:26:51 - 00:26:54let me ask you this if I could help you 00:26:52 - 00:26:56finance that over the next two years 00:26:54 - 00:26:57would that make it easier for you to get 00:26:56 - 00:26:59into this because it sounds like you 00:26:57 - 00:27:01want it you just just don't want to pay 00:26:59 - 00:27:03all this up front this is the AI talking 00:27:01 - 00:27:05right sounding like me right now and 00:27:03 - 00:27:07they're like yeah absolutely well I tell 00:27:05 - 00:27:10you what can I shoot you a link real 00:27:07 - 00:27:11quick and and you can actually just sign 00:27:10 - 00:27:13up for it right there if you want to 00:27:11 - 00:27:14yeah that sounds great uh let me just 00:27:13 - 00:27:16confirm this is your phone number that I 00:27:14 - 00:27:18can send it to you yep check real quick 00:27:16 - 00:27:20make sure you got my text message this 00:27:18 - 00:27:21is AI talking the whole time but I'm 00:27:20 - 00:27:23just thinking I wonder if there's going 00:27:21 - 00:27:25to be application based on what you were 00:27:23 - 00:27:26talking about in the future where 00:27:25 - 00:27:28somebody's having a conversation or even 00:27:26 - 00:27:31an AI having a conversation with this 00:27:28 - 00:27:33person talking about their healthare and 00:27:31 - 00:27:34then at the point of comfort hey let me 00:27:33 - 00:27:36text you a link where you can just get 00:27:34 - 00:27:38signed up for this right now yep yeah 00:27:36 - 00:27:40and that already exists there's AI 00:27:38 - 00:27:42nurses that are being tested which I do 00:27:40 - 00:27:44think may be a little bit further down 00:27:42 - 00:27:46but I I do think that there's a role for 00:27:44 - 00:27:48AI in terms of being able to engage 00:27:46 - 00:27:50people at scale and certainly Something 00:27:48 - 00:27:52That We're exploring um you know it's 00:27:50 - 00:27:54there's a finite number of people that a 00:27:52 - 00:27:56human can call or engage with every day 00:27:54 - 00:27:57so if you can complement that with AI 00:27:56 - 00:28:00and still deliver a high standard of 00:27:57 - 00:28:02care you should definitely look at it I 00:28:00 - 00:28:04do think outside the healthcare industry 00:28:02 - 00:28:06but worth a Google um Air Canada had a 00:28:04 - 00:28:08chat bot that was very similar to what 00:28:06 - 00:28:10you were talking about but 00:28:08 - 00:28:12misinterpreted one of its policies and 00:28:10 - 00:28:14basically told a guy he could book a 00:28:12 - 00:28:16bereavement flight and it would get 00:28:14 - 00:28:18credited back to him when it couldn't 00:28:16 - 00:28:21and Air Canada actually tried to testify 00:28:18 - 00:28:23in court that they were not responsible 00:28:21 - 00:28:25for the actions of its 00:28:23 - 00:28:28chatot 00:28:25 - 00:28:30seen yeah there there was even when I I 00:28:28 - 00:28:32I think was last year when chat AI chat 00:28:30 - 00:28:34Bots were coming on strong they had 00:28:32 - 00:28:38turned one on for like a Ford dealership 00:28:34 - 00:28:40and the uh person convinced the AI chat 00:28:38 - 00:28:43to sell the cartoon for a dollar or for 00:28:40 - 00:28:44whatever and it accepted it and it 00:28:43 - 00:28:47started like getting ready to give and 00:28:44 - 00:28:49then they had to you know screenshot it 00:28:47 - 00:28:51step step and shut it down we had we had 00:28:49 - 00:28:54an AI get sassy on a Google review yeah 00:28:51 - 00:28:56we did we uh that was fantastic we so 00:28:54 - 00:28:58our one of our softwares that hooks into 00:28:56 - 00:28:59reviews it had an AI feature that 00:28:58 - 00:29:03decided to turn itself on we didn't turn 00:28:59 - 00:29:05it on just turned itself on um and it 00:29:03 - 00:29:09started responding to one of our urgent 00:29:05 - 00:29:11car's re Google reviews and it got sassy 00:29:09 - 00:29:13real fast and so one of them you say it 00:29:11 - 00:29:14best oh it was fantastic because let's 00:29:13 - 00:29:17face it Richard you just don't want to 00:29:14 - 00:29:18pay your bill yeah that was the reply to 00:29:17 - 00:29:20the review I was like there's no way 00:29:18 - 00:29:22that our clients called us they're like 00:29:20 - 00:29:24did you post this I'm like there's no 00:29:22 - 00:29:27way no we don't we would never do that 00:29:24 - 00:29:29wish we could but we can't well I had to 00:29:27 - 00:29:32I look I had to call client myself and 00:29:29 - 00:29:34and be like hey see what happened AI 00:29:32 - 00:29:36took over for a second decided that this 00:29:34 - 00:29:38person those AI features do love to turn 00:29:36 - 00:29:40themselves on I remember even a few 00:29:38 - 00:29:41years ago there were certain like ad 00:29:40 - 00:29:43formats that would just turn themselves 00:29:41 - 00:29:45on in terms of like dynamically 00:29:43 - 00:29:46populating cre yeah that happens in 00:29:45 - 00:29:47Facebook all the time yeah when you work 00:29:46 - 00:29:49in healthcare and I worked in 00:29:47 - 00:29:51pharmaceutical marketing we can't just 00:29:49 - 00:29:53have pieces of our ads be pulled 00:29:51 - 00:29:56together there's you know the FTC is 00:29:53 - 00:29:58going to have something to say yeah we 00:29:56 - 00:30:00yeah we literally had a Facebook 00:29:58 - 00:30:02campaign three or four months ago there 00:30:00 - 00:30:05was a new feature in Facebook ads it was 00:30:02 - 00:30:07a tiny check boox and it was like ad 00:30:05 - 00:30:08enhancements and we didn't real we 00:30:07 - 00:30:09didn't know it didn't even realize it 00:30:08 - 00:30:10was on well you have to check it to get 00:30:09 - 00:30:12it to turn it off yeah it's 00:30:10 - 00:30:14automatically on you got check it to 00:30:12 - 00:30:15turn off and it would literally just 00:30:14 - 00:30:17because it's through our client like 00:30:15 - 00:30:19client client like why are we seeing ads 00:30:17 - 00:30:23with like a snake emoji and all this 00:30:19 - 00:30:24stuff like we didn't do that that prom 00:30:23 - 00:30:26and basically it said that it was 00:30:24 - 00:30:28reading their profiles and trying to 00:30:26 - 00:30:31determine what would relate to them just 00:30:28 - 00:30:34injecting stuff on the fly it was it 00:30:31 - 00:30:37made a quick mess every AI I've ever 00:30:34 - 00:30:40worked with is so emoji happy it is and 00:30:37 - 00:30:43it loves magic magic I can I can I can 00:30:40 - 00:30:46pick I can pick an AI ad 00:30:43 - 00:30:47out just because of the Emojis it uses I 00:30:46 - 00:30:49was like nobody would have ever thought 00:30:47 - 00:30:52to use that emoj or using a word that's 00:30:49 - 00:30:54like over 10 letters long no one uses 00:30:52 - 00:30:58the rocket emoji anymore than an AI does 00:30:54 - 00:31:00yeah right um there's a really cool AI 00:30:58 - 00:31:02that we use called Zim riter and you can 00:31:00 - 00:31:04go in and tell it to Nuke AI words and 00:31:02 - 00:31:06it just won't use them and I like that 00:31:04 - 00:31:08yeah that was nice little we love AI 00:31:06 - 00:31:10around here we use it all the time but 00:31:08 - 00:31:13we use it not as the front facing we use 00:31:10 - 00:31:15it to generate ideas and stuff like that 00:31:13 - 00:31:18it's our it's our I've got 10 ideas help 00:31:15 - 00:31:22me expand on these that kind of thing um 00:31:18 - 00:31:24but just going back to um uh to 00:31:22 - 00:31:26wellframe I if if somebody that's 00:31:24 - 00:31:28listening to the podcast wanted to learn 00:31:26 - 00:31:30more about wellframe I obviously you go 00:31:28 - 00:31:32to wellframe decom but what is the 00:31:30 - 00:31:34benefit of reaching out to you directly 00:31:32 - 00:31:35I mean reaching out to me directly you 00:31:34 - 00:31:37would definitely get if you're not a 00:31:35 - 00:31:39health plan you get the kind of 00:31:37 - 00:31:42undiluted healthc care side of things 00:31:39 - 00:31:44and I I just as I love joining you guys 00:31:42 - 00:31:45to talk about marketing I would love to 00:31:44 - 00:31:47jam about Healthcare marketing and 00:31:45 - 00:31:49member engagement with anyone that wants 00:31:47 - 00:31:51to talk about it and that that to me is 00:31:49 - 00:31:53is is the is the bridge there of the Gap 00:31:51 - 00:31:55it's one thing to just go to well uh 00:31:53 - 00:31:56wellframe it's something entirely 00:31:55 - 00:31:58different for somebody who has been in 00:31:56 - 00:32:00the Urgent Care space as long as you 00:31:58 - 00:32:03have and done what you've done with one 00:32:00 - 00:32:05of the biggest urgent cares out there um 00:32:03 - 00:32:06you're going to be able to talk and 00:32:05 - 00:32:08understand at that level and this is 00:32:06 - 00:32:09going to be a good benefit to the 00:32:08 - 00:32:11listeners to be able to come in and have 00:32:09 - 00:32:14that conversation with you so uh we'll 00:32:11 - 00:32:15drop a link in the show notes um I did 00:32:14 - 00:32:19want to ask something because it came up 00:32:15 - 00:32:21on a call that wasn't uh it wasn't here 00:32:19 - 00:32:23uh on the podcast but it makes me want 00:32:21 - 00:32:24to ask this question and if this isn't 00:32:23 - 00:32:26been an experience for you then this 00:32:24 - 00:32:29could just be dead in the water as we 00:32:26 - 00:32:33stand but um have have you you you've 00:32:29 - 00:32:35used Urgent Care before right yes y okay 00:32:33 - 00:32:36just briefly describe a good experience 00:32:35 - 00:32:39that you had I just want to to Peak 00:32:36 - 00:32:41ideas with with our listeners on what a 00:32:39 - 00:32:43good experience looks like for other 00:32:41 - 00:32:45people yeah I mean from a personal 00:32:43 - 00:32:49perspective I think my best experiences 00:32:45 - 00:32:51with urgent cares are fast where I know 00:32:49 - 00:32:53once I get there how quickly I'm going 00:32:51 - 00:32:55to be seen um I was a very frequent 00:32:53 - 00:32:57flyer at some urgent cares when I lived 00:32:55 - 00:32:59in Dallas it was just easier than going 00:32:57 - 00:33:01to see my p CP um so understanding what 00:32:59 - 00:33:02those weight times looked like I think 00:33:01 - 00:33:05one of them I went to even had it on 00:33:02 - 00:33:07their website um you know having a very 00:33:05 - 00:33:09clear course of treatment laid out 00:33:07 - 00:33:11having the ability to have any testing I 00:33:09 - 00:33:14need done done on premises and not 00:33:11 - 00:33:16having to go chase down the X-ray the 00:33:14 - 00:33:18blood test and all of that and then the 00:33:16 - 00:33:19followup afterwards I think when you go 00:33:18 - 00:33:21to an urgent care it's typically for 00:33:19 - 00:33:23something that you're not used to seeing 00:33:21 - 00:33:25which is why you go to an urgent care to 00:33:23 - 00:33:27get seen so having that followup is 00:33:25 - 00:33:29really helpful I love it yep those are 00:33:27 - 00:33:31the experiences as energy care you guys 00:33:29 - 00:33:33get to provide for uh us all day every 00:33:31 - 00:33:35day folks and I appreciate it Alyssa 00:33:33 - 00:33:37alsheimer with us today so glad to have 00:33:35 - 00:33:39you on the podcast thank you for joining 00:33:37 - 00:33:42us um we hope to have you on again here 00:33:39 - 00:33:44in the future um thank you I appreciate 00:33:42 - 00:33:48you coming on with us any parting words 00:33:44 - 00:33:50before we uh sign off um you can find a 00:33:48 - 00:33:53list of upcoming pinball tournaments and 00:33:50 - 00:33:56places to visit at yeah there you 00:33:53 - 00:33:59go best sign off strategy ever go play 00:33:56 - 00:34:01Pinball break a finger go to an urgent 00:33:59 - 00:34:03care and the experience on the follow-up 00:34:01 - 00:34:04will be with Alyssa that'll be awesome 00:34:03 - 00:34:07there you go there have been many 00:34:04 - 00:34:09pinball injuries I will have you know it 00:34:07 - 00:34:11can be a tough activity thanks not to S 00:34:09 - 00:34:13pinball injuries bring that up on the 00:34:11 - 00:34:15next podcast episode with ala and on 00:34:13 - 00:34:17that thank you guys for listening and 00:34:15 - 00:34:20we'll catch you on the next one have a 00:34:17 - 00:34:20good one see you 00:34:24 - 00:34:28[Music]