The Hidden Cost of Last-Click Thinking with Blair Primis and Brian Gould

In this episode, Ray Mina embarks on a deep dive into the complexities of multilocation healthcare marketing with Blair Primis, Chief Marketing and Experience Officer at OrthoCarolina, and Brian Gould, Vice President of Marketing, Communications, and Patient Experience at vybe urgent care. They discuss the multifaceted consumer journey, the imperative of brand and experience in driving patient trust, and the critical importance of aligning marketing with operational capabilities. Blair and Brian highlight the significance of creating a consistent, spectacular patient experience from the first interaction to in-person visits. They share specific tactics and metrics, such as tracking paid ad spend to bookings and combining data from EMR and scheduling systems. The conversation also explores future strategies involving AI and technology, emphasizing the need for adaptable teams to navigate the rapidly evolving healthcare marketing landscape.-------------------“ The best thing we have had been going for a couple of years, is the ability to say, here's how much money we spent last quarter, here's exactly the return on investment we got, and here's precisely how we can dial this up and dial this down to scale. It has been easily the best performing metric or story to tell about how marketing dollars are actually driving growth.” – Blair Primis“ I am combining the data from two systems, our EMR and our scheduling system. And by combining those together, I'm seeing a status for every patient who's come through. Whether a walk-in or an appointment or a call center schedule. Using our service, with Freshpaint and Google Click IDs, I can get to a lot of exact paid conversions. I can get to some organic conversions.  And where we try to squeeze a little extra juice out of the lemon is, particularly with walk-ins, let's look at what each center is doing and where there's an opportunity to lower that cancel rate or improve that no-show rate.” – Brian Gould-------------------Episode Timestamps:‍*(02:07) - The importance of brand and experience‍*(06:35) - Aligning marketing with operations ‍*(17:58) - Accountability in marketing ‍*(28:00) - Tracking and measuring marketing effectiveness‍*(35:56) - Community engagement and brand relevance‍*(44:55) - The future of healthcare marketing and technology-------------------Links:Check Out the Actionable Guide Based on this EpisodeConnect with Blair on LinkedInConnect with Brian on LinkedInConnect with Ray on LinkedInLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.