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: [email protected] 

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: [email protected]

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: [email protected]

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: [email protected]