How It's Done: a Podcast for Curious Marketers

Tune in to our must hear moments from Season 4. Explore real-world examples of brand storytelling that drives loyalty and sales, the importance of agile planning in fast-changing markets, and the impact of thought leadership. Dive into the ethical and strategic implications of AI in marketing and PR, including its role in SEO and content creation. Plus, discover why authenticity and character are key to earning media success. It’s a highlight reel packed with the strategies and perspectives shaping what’s next. In this special 2024 Wrapped episode, we’ve curated the most impactful moments from this season’s conversations with industry leaders, innovators, and storytellers. From leveraging AI to transform marketing workflows to redefining healthcare branding and thought leadership, these highlights capture the insights that mattered most. Hear how organizations are navigating change, embracing new technologies, and driving meaningful connections in a competitive landscape. Whether it’s uncovering emerging trends, exploring human-centered strategies, or sparking new ideas, this episode is packed with takeaways to inspire your 2025 plans. Show Notes (00:01:15) John Hallock: Why marketing plans should be simple, flexible, and adaptable to change. (00:04:57) Mark Macias: Meaty earned media comes from compelling characters and authentic storytelling and solid data. (00:08:15) Linda Smith: Driving brand awareness with strategic, and sustained, thought leadership. (00:14:02) Todd O’Neill: How AI is rapidly changing the SEO landscape. (00:19:27) Greg Gallant: Podcasts as a critical component of the modern media landscape. (00:23:17) Femtech Panel: Building brand awareness on limited marketing budgets. (00:26:32) Colin Hung: How even small booths can have a big impact at healthcare conferences. (00:32:30) Carol Flagg: The rise of vodcasting to expand your podcast’s reach. (00:35:49) Mitch Duckler: The Future-Ready Brand: how Fortune 500 brands are leveraging AI to enable micro-segmentation and hyper-personalization. (00:41:37) Brian Tanquilut: A prominent financial analyst with prescient predictions about healthcare claim denials, revenue cycle challenges, and the future of pharmacy. Relevant Links/Information: Season 4, Episode 1: The Quantum Health Effect: A Behind-the-Scenes Look at Brand Storytelling Season 4, Episode 2: A Diamond in the Rough: How Digging Deep Uncovered a Wall-Street-Journal-Worthy Story about Lab-Grown Diamonds Season 4, Episode 3: How Progeny Health Leveraged Customer Brand Loyalty, Thought Leadership, and Patient Advocacy to Build Brand Awareness and Drive Sales Season 4, Episode 4: The Ethical Use of AI in PR and Marketing: Expert Counsel from a Professor with His Finger on the Pulse Season 4, Episode 5: Future Proofing PR: Insights from Muck Rack’s CEO Season 4, Episode 6: Empowering Her Health: Unveiling the Secrets of the FemTech Movement Season 4, Episode 7: Swag, Socks, and Sweet Success: Colin Hung's Conference Formula Season 4, Episode 8: The Future of Digital Media: How Vodcasting is Changing the Game Season 4, Episode 9: The Future-Ready Brand: How to Leverage AI and Emerging Technologies Season 4, Episode 10: Follow The Money: 2025 Healthcare Trends & Headlines

Jeffries senior equity analyst Brian Tanquilut dives deep into the hottest healthcare trends and what's shaping the industry's future. From Medicare Advantage cutbacks to the evolving role of telehealth, Brian shares insights on where the money's flowing and what healthcare marketers need to know. Tune in for a must-listen discussion that unpacks the critical shifts in healthcare, labor costs, and technology investments. Brian Tanquilut brings over 20 years of experience as a senior equity analyst with Jeffries, providing a unique perspective on healthcare’s most pressing issues. In this episode, he reveals how healthcare providers are navigating post-COVID realities, from labor stabilization to Medicare Advantage cutbacks. We explore how major health plans are shifting strategies, what the decline in supplemental benefits means for patients, and how technology like AI is reshaping the industry. Tanquilut also dives into the challenges facing telehealth and the growing importance of the pharmacist-patient relationship. Don’t miss his expert take on the future of healthcare and how these trends will shape marketing strategies for years to come. In this episode, we discuss: Why Medicare Advantage plans are pulling back on “consumerism” supplemental benefits. How healthcare labor costs are stabilizing and impacting operations. Reasons behind the decline of telehealth and what patients value more. How AI is changing the game for payors and providers alike. The evolving role of pharmacists as key healthcare partners. Show Notes (01:23) Overview of healthcare sectors Brian covers, including hospitals, pharmacies, and value-based care   (04:26) The Medicare Advantage cutbacks and how they affect supplemental benefits   (08:12) Stability of commercial insurance and the focus on Medicare Advantage   (10:00) Discussion on the Jeffries Bus Tour and healthcare’s importance in Nashville   (12:40) Labor cost inflation in healthcare and signs of stabilization   (13:48) Medicaid reimbursement rates increasing and the impact on hospitals   (19:28) Hospital investment challenges: labor vs. technology during post-COVID recovery   (20:00) AI in healthcare: payers’ advanced tools and hospitals’ need to catch up   (21:18) Revenue cycle management moving to the forefront of hospital CFOs’ strategies   (24:54) Decline of telehealth post-COVID and the importance of patient-clinician relationships   (26:30) How pharmacies, like CVS, are shifting to a cost-plus model and emphasizing pharmacist-patient relationships   (30:15) Behavioral health demand is high, but clinician shortages are a challenge   (31:12) Why direct-to-consumer behavioral health models are fading while insurance-based models thrive   (35:15) How upcoming elections may affect healthcare policies   (36:18) Brian’s go-to healthcare news sources: Beckers, Modern Healthcare, Politico, and CQ HealthBeat   (37:29) Future trends and key takeaways for healthcare marketers   Relevant Links & Recommended Reading Recommended Reading Becker’s Hospital Review Modern Healthcare Politico CQ Healthbeat 11 Years of the Two-Midnight Rule: How a Controversial Policy is Shaping Medicare and Hospital Admissions in 2024 CMS Update to the Two-midnight Rule For providers, application of the 2-midnight rule to Medicare Advantage appears to bring a revenue influx The State of Claims: 2024 Find Jefferies on Jefferies.com LinkedIn Find Brian Tanquilut on: LinkedIn Find Kriste on: LinkedIn Twitter Email Kriste: kg@growwithfuoco.com 

Dive into the dynamic world of AI with Kriste Goad and special guest Mitch Duckler in this week’s episode of How It's Done. Discover how AI is revolutionizing marketing as Mitch, author of The Future-Ready Brand, shares insights from his research with Fortune 500 CMOs across various industries. Uncover strategies to upskill your team, integrate AI seamlessly into workflows, and stay ahead in this transformative era. Don't miss this episode filled with dozens of actionable takeaways. Recommended Reading The Future Ready Brand: How the World’s Most Influential CMO’S are navigating societal forces and emerging technologies The Indispensable Brand Find FullSurge on Fullsurge.com LinkedIn Find Mitch Duckler on: LinkedIn Find Kriste on: LinkedIn Twitter Email Kriste: kg@growwithfuoco.com

Dive into the dynamic world of Vodcasting with Carol Flagg, a managing partner at Answers Media Network. Discover how the fusion of video and podcasting is transforming content creation and audience engagement. Whether you're a seasoned podcaster or a curious marketer, Carol's insights on the latest trends and technological advancements in Vodcasting will leave you inspired and ready to innovate. Recommended Reading Answers Media Network Migrating Your Podcasts Shows From Google Podcasts before Google Podcasts goes away on August 30th, 2024 (previously July 30th, 2024) Find Healthcare Now Radio Healthcare Now Radio LinkedIn Find Carol Flagg on: LinkedIn Find What’s My Tagline on Healthcare Now Radio Find Kriste on LinkedIn and Twitter Email Kriste: kg@growwithfuoco.com

Recognized as a Top 50 Healthcare IT Influencer, Colin knows a thing or two about healthcare conferences. He’s a seasoned expert who has witnessed their evolution over the course of his career, including as a key organizer of the very popular annual Swaay.Health Live event (formerly HITMC) dedicated to healthcare marketers. Drawing from his own experiences putting on events and attending dozens more healthcare conferences each year, Colin offers practical advice for PR and marketing professionals looking to break through the noise and get the attention of customers, potential customers, and the media. Recommended Reading Swaay.Health Live HIMSS Conference VIVE PPPC Show  Healthcare IT Today Find Swaay.Health Swaay.Health LinkedIn Find Colin Hung on: LinkedIn Swaay.Health Find Kriste on: LinkedIn Twitter Email Kriste: kg@growwithfuoco.com 

Host Kriste Goad is joined by a panel of accomplished women in the FemTech industry: Visana Co-Founder and President Shelly Lanning, Flare Capital Principal Margaret Malone, and Healthcare Executive Leigh Ann Ruggles. Together, they dive into the recent surge of FemTech, exploring its impact on the healthcare industry, the use of AI in FemTech, and the power of branding and marketing in the sector. With insights on negotiation, talent, and toddlerhood survival, this episode offers a unique blend of expertise and personal experiences that will leave listeners informed and inspired. In this episode, we discuss: FemTech’s rise in the healthcare industry AI’s impact on healthcare and FemTech How much should you spend on marketing, PR, and branding The destigmatizing of women's health The FemTech funding challenges Importance of honesty, data, and knowing the pipeline in successful funding negotiations The role of storytelling and working with great marketers in building and selling companies Thoughtful event choices and leveraging relationships over extravagant sponsorships The importance of being intentional about budget allocation and creating a strategic plan Building good relationships with CFOs to gain trust and facilitate marketing budget discussions Recommended reading: Ovia Health Flo What to Expect Female Founders are Energizing Investment in Women's Healthcare Talent: The Market Cap Multiplier Storytelling that Sells – Part 3: Good Marketing Spoils the Plot What are we reading right now: To Kill a Mockingbird The Economist Axios Never Split the Difference Find Leigh Ann Ruggles on LinkedIn Find Shelly Lanning on LinkedIn | Visana Health Find Margaret Malone on LinkedIn | Flare Capital Find Kriste on LinkedIn | X

We sat down with Greg Galant, CEO of Muck Rack, to explore everything from Greg’s early days of podcasting, the history of Muck Rack, the birth of the Shorty Awards to the innovative ways AI is transforming the PR industry today. From streamlining press release drafting to pinpointing ideal journalists for pitches, Greg shares valuable insights and tips for leveraging AI tools effectively. Don't miss this insightful conversation on how AI is reshaping the landscape for curious marketers everywhere. (2:10) The history behind the term “podcasting”  (4:30) The early days of Twitter (X) with Evan Williams (06:29) The inception and evolution of Muck Rack, a media database that includes journalist contact information, media monitoring, and reporting (10:36) The broadening definition of media relations and podcasting’s place in it  (12:12) The current state of social media (17:32) Muck Rack’s 2024 “State of AI in PR” survey findings (23:12) Practical tips for incorporating AI into PR and marketing workflows (26:30) Using customer data for training purposes, and how Muck Rack is different from ChatGPT (30:20) The importance of listening to client feedback and input (32:21) Muck Rack’s approach to innovation and the importance of continuous development to stay relevant (35:02) The ever-evolving landscape of PR and media relations Relevant Links & Recommended Reading Blogs, Podcasts, and Books Muck Rack’s State of AI in PR Report Muck Rack’s State of PR 2023 Survey Venture Voice Who is Michael Ortiz? Find Greg on: LinkedIn Twitter Muck Rack Linkedin http://muckrack.com Find Kriste on: LinkedIn Twitter Email Kriste: kg@growwithfuoco.com 

A captivating discussion with Todd O'Neill, an associate professor of Interactive Media at Middle Tennessee State University, exploring the ethical use of AI technology in marketing and public relations. Delve into the impact of AI on the industry, discussing its evolution, potential benefits and challenges, and ethical considerations for practitioners. Blogs and Podcasts Marcus on AI Generative AI has a Visual Plagiarism Problem The Almost Timely Newsletter AI Untangled The Platformer Hard Fork Kara Swisher and Scott galloway: Pivot What Next: TBD Content Marketing Institute Social Media Examinar AI Guidance from Healthcare Communications Association PRSA AI Ethics and Guidance  Find Todd on: LinkedIn http://toddoneill.com Find Kriste on: LinkedIn Twitter Email Kriste: kg@growwithfuoco.com

Join us as we delve into the fascinating world of femtech and maternal health with Linda Smith, VP of Marketing and Communications at Progeny Health. Discover how Progeny is revolutionizing women's healthcare and tackling the maternal and infant health crisis. Plus, gain exclusive insights into the marketing strategies driving their success and learn about the latest trends shaping the future of healthcare. Tune in for an eye-opening conversation that will leave you informed and inspired! Blogs and Podcasts Better women’s health could add $1 trillion to the global economy (McKinsey, Davos 2024) A subsection of tech is set to be worth $1 trillion. But taboos are holding it back (CNBC) What is FemTech? Even in femtech, it still pays to be a male founder AI-powered Health Care Model Proves Successful in Reducing Preterm Births and NICU Admissions Linda’s Top Industry News Sources March of Dimes: An Unfair Fight: How Race and Social Determinants Impact Maternal and Infant Health  2023 March of Dimes Report Card Kaiser Family Foundation The Commonwealth Fund McKinsey Health Institute Find Linda on: LinkedIn lsmith@progenyhealth.com ProgenyHealth (new website launching in February) ProgenyHealth on LinkedIn ProgenyHealth on X (Twitter)  ProgenyHealth’s 2024 Maternal & Infant Health Trends Report An Unfair Fight: How Race & Social Determinants Impact Maternal & Infant Health Find Kriste on: LinkedIn Twitter Email Kriste: kg@growwithfuoco.com

What are the essentials of a strategic marketing communications plan, and how can marketing, communications, sales and the executive suite keep it simple, remain flexible, cross-pollinate, and work in sync to effectively execute against such a plan? Quantum Health CCO, John Hallock shares takeaways from his deep well of experience at some of healthcare’s biggest brands, from his time at Livongo during one of the health tech’s biggest mergers, to his time at well-funded startup Transcarent, and now, leading the small-and-agile team at Quantum Health. (0:46) John Hallock discusses his previous roles in the healthcare industry, including his time at Livongo and Transcarent. (6:02) John dives into Quantum Health’s focus on storytelling and how it separates them from competitors. (8:54) John discusses the strategies  Quantum Health has used to bolster its industry presence  (11:29) John shares insights into internal alignment and getting stakeholders to understand different forms of content created by the comms team versus the marketing team. (13:29) John discusses in-house talent plus when and how to leverage external agencies. (17:35) John talks about the importance of storytelling and leveraging different forms of media to support communication efforts. (20:00) Kriste and John discuss the successes and failures of experimenting with out-of-the box ideas. (23:49) John discusses the rise of CEO PR and the importance of CEO involvement in public relations. (27:48) Kriste and John talk  about using brand journalism and real stories to inject new relevance into the Quantum Health brand. (40:10) John and Kriste talk about how there are more opportunities to get your story out, leveling the playing field for smaller companies. (44:56) John shares his favorite news sources, including Med City News and Modern Healthcare, and the importance of staying updated on industry news. Relevant Links & Recommended Reading Blogs and Podcasts The Art of Warrioring  How a Tiny Team Delivers Massive Media & Thought Leadership Results for Digital Health Darling Livongo Find John Hallock on: LinkedIn Find Kriste on: LinkedIn Twitter Email Kriste: kg@growwithfuoco.com

Every marketer has been asked (potentially even haunted by) the question, “Is it measurable?” Our guest Joe Zappa and host Kriste Goad dive into the measurability of content marketing, AI for marketers, why you should never work with a generalist marketing agency, winning the “War of Ideas, ”and much more on this episode of How It’s Done.  Find Joe Zappa on: Linkedin and Twitter Find Sharp Pen Media on LinkedIn and sharppenmedia.com Find Kriste on: LinkedIn and Twitter Email Kriste: kg@growwithfuoco.com

Erica Freckelton not only has the coolest glasses at fuoco but she also has experience optimizing websites and social accounts for various tech and healthcare companies. With those glasses she can see what a lot of people can’t. On this episode of How It's Done: Shining a light on Dark Social Why Dark Social is ruining your online attribution Expert tips on how to make Dark Social work for you How traditional attribution is losing you money Erica Freckelton's superpower Follow ⁠fuoco on LinkedIn⁠ or find Erica on ⁠LinkedIn⁠.

Throughout his career in healthcare, Karey Witty has served in just about every C-suite role there is, but it’s his latest role as managing partner of value-based-care-focused investment firm Valtruis that has Karey more excited than ever, not just about his job, but about the promise of healthcare.  In this episode of How It’s Done Karey talks with us about the meaning behind the Valtruis name, the things that make up a brand that go far beyond a name or a logo, and about finding meaning in his work and in life, including his quest to “figure out what these next chapters are going to look like.” Listen in for more, including: The ironic superlative Karey was lauded with in high school Karey’s career path to WCAS/Valtruis What makes Valtruis different from other healthcare investment funds Valtruis’ chosen Greek goddess and why what you wear, even, is an expression of your brand The drivers behind Valtruis’ ground-up brand builds Valtruis’ new Nashville office Karey’s current Spotify playlist and the surprising song he has on repeat Related links Connect with Karey Witty on LinkedIn Learn more about Valtruis  As of 2021, there are over 30 Venture Capitalist firms in Nashville and as of 2023 over 50 reported WCAS press release announcing the Valtruis formation People & Companies Mentioned Tracy L. Bahl, Managing Director, Valtruis Anna Haghgooie, Managing Director, Valtruis 

fuoco’s Senior Digital Marketing Manager Erica Freckelton is back with our host, Kriste Goad in part two of our three-part demand generation series for healthcare marketers. Tune in as they discuss the importance of knowing your target audience, demand creation vs. demand capture, and more. Follow ⁠fuoco on LinkedIn⁠ or find Erica on ⁠LinkedIn⁠.

fuoco’s Senior Digital Marketing Manager Erica Freckelton joins our host, Kriste Goad in part one of a three-part demand generation special. Tune in as they discuss changes in B2B buying behavior, how to evolve your marketing strategy, and the advantages of first-party data in part one of this three-part special.  Follow fuoco on LinkedIn or find Erica on LinkedIn.

Why is your PR effort not paying off and what's the importance of having characters in your marketing efforts? Tune in to learn the disconnect between brands and journalists, the power of an authentic story, and why (and how) a successful PR campaign is measurable. Related reading Blogs and Podcasts The Value of Characters with Every Media Campaign What Not to Do With Your Brand (Mark weighs in on Elon Musk’s decision to rename Twitter) How to Find the Best PR Agency for Your Startup PR that drives leads (a case study) How to Measure the ROI of PR Will AI Replace Publicists?  Find Mark on: LinkedIn Find MaciasPR Find Kriste on: LinkedIn and Twitter Email Kriste: kg@growwithfuoco.com

The “Headline Hunter” Kathryn Rickmeyer joins our host Kriste Goad as they discuss pitching stories, how to make content more valuable, and the importance of media in marketing. Learn more about Tennbeat at Tennbeat.com. Have a story you’d like to share with Kathryn? Email her at Kathrynrickmeyer@gmail.com, or follow her on Linkedin.  

Dennis Dailey, Editor-in-Chief and lead reporter for Mobile Health Times joins host Kriste Goad as they discuss the upcoming health conference, ViVE, and a new, snackable health technology information show, HITshow.   Learn more about HITshow by emailing Dennis at ddailey@hit.show, follow Dennis on LinkedIn, or find his coverage at mHealthtimes.com. 

Kriste Goad and Amanda Donnelly, a fractional CMO and growth partner with TechCXO, discuss fractional marketing leadership, when to leverage it and how to get the most from it.

We sat down with Dr. Nidhi Gupta to learn about the emerging epidemic of Wireless Mobile Device (WMD) addiction, its impact on our society and what can be done to break the cycle to achieve  life-technology balance.