How It's Done
Fuoco
How It's Done is a podcast about how real people do actual things to move their brands and their businesses forward. From the simplest of tactics to the most advanced tools and technologies, we go behind the buzzwords to understand the "how." How do you establish a brand? How do you integrate brands after a merger/acquisition? How do you align marketing and sales? How do you build and scale teams? How do you become an influencer?
- 48 minutes 29 secondsS4 / Ep 11 - 2024 Wrapped
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 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
19 December 2024, 2:19 pm - 38 minutes 4 secondsS4 / EP10 - 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
Find Jefferies on
Find Brian Tanquilut on:
Find Kriste on:
Email Kriste: [email protected]
10 October 2024, 2:22 pm - 23 minutes 39 secondsS4 / Ep 9 - The Future Ready Brand: How to Leverage AI and Emerging Technologies
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
Find FullSurge on
Find Mitch Duckler on:
Find Kriste on:
Email Kriste: [email protected]
22 August 2024, 1:57 pm - 53 minutes 19 secondsS4 / Ep 8 - The Future of Digital Media: How Vodcasting is Changing the Game
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
Find Carol Flagg on: LinkedIn
Find What’s My Tagline on Healthcare Now Radio
Find Kriste on LinkedIn and Twitter
Email Kriste: [email protected]
18 July 2024, 6:34 pm - 53 minutes 10 secondsS4 / E7 Swag, Socks, and Sweet Success: Colin Hung's Conference Formula
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
Find Swaay.Health
Find Colin Hung on:
Find Kriste on:
Email Kriste: [email protected]
14 June 2024, 2:30 pm - 52 minutes 40 secondsS4 / E6 Empowering Her Health: Unveiling the Secrets of the FemTech Movement
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:
Find Leigh Ann Ruggles on LinkedIn
Find Shelly Lanning on LinkedIn | Visana Health
Find Margaret Malone on LinkedIn | Flare Capital
9 May 2024, 7:24 pm - 50 minutes 16 secondsS4 / E5 Future Proofing PR: Insights from Muck Rack’s CEO
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 ReadingBlogs, Podcasts, and Books
Find Greg on:
Muck Rack
Find Kriste on:
Email Kriste: [email protected]
18 April 2024, 4:11 pm - 57 minutes 56 secondsS4 / E4 The Ethical Use of AI in PR and Marketing: Expert Counsel from a Professor with His Finger on the Pulse
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:
Find Kriste on:
- Email Kriste: [email protected]
14 March 2024, 3:04 pm - 39 minutes 49 secondsS4 / E3 How Progeny Health Leveraged Customer Brand Loyalty, Thought Leadership, and Patient Advocacy to Build Brand Awareness and Drive Sales
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:
- [email protected]
- 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:
- Email Kriste: [email protected]
12 February 2024, 4:04 pm - 26 minutes 7 secondsS4 / E2 A Diamond in the Rough: How Digging Deep Uncovered a Wall-Street-Journal-Worthy Story about Lab-Grown Diamonds
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
Find Mark on: LinkedIn
Find MaciasPR
Find Kriste on: LinkedIn and Twitter
Email Kriste: [email protected]
25 January 2024, 3:12 pm - 48 minutes 41 secondsS4 / E1 The Quantum Health Effect: A Behind-the-Scenes Look at Brand Storytelling
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 ReadingBlogs and Podcasts
Find John Hallock on:
Find Kriste on:
Email Kriste: [email protected]
5 January 2024, 2:00 pm - More Episodes? Get the App