We Are, Marketing Happy - A Healthcare Marketing Podcast

The summer months bring an uptick in travel and an increase in “unplanned” care needs, with travelers searching locally for urgent care, sports physicals, and pharmacies. In this week’s episode, our CEO, Jenny Bristow, provides strategies for optimizing during the summer months to capture “near me” searches from individuals and build trust with those who may not be familiar with your organization.Episode Notes:Strategies for building a strong foundation of organic SEO: Start with the basics, ensuring your Google Business is up to date with accurate hours for the summer months. Then optimize your organic presence for local searches, by creating local hyper-local landing pages and optimizing them for the conversational, long-tail searches that people are likely to type into their phones.How to leverage paid search for a precision strike: If your area allows, increase bids around airports, train stations, or popular resort clusters to capture travelers through those areas. Utilize local inventory ads to show the real-time availability of common summer needs, like EpiPens. Consider call-only ads to capture people with minor crises who want to talk to a real person rather than spending time browsing a website.Tips for optimizing for AI (GEO & AI Agents): AI models now summarize the “best” local options, using website’s structured schema.org data, that clearly defines location, services, and credentials. Be sure to maintain a positive online reputation, as AI models increasingly pull from sentiment in reviews. Clearly state insurance acceptant, wait times, and out-of-state policies to assist potential patients and feed accurate data to AI platforms. Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

Our CEO, Jenny Bristow, and Director of Growth, Marissa Gurrister, have just returned from Salt Lake City where they were attending the recent HMPS conference (Healthcare Marketing & Physician Strategies Summit). In this week’s episode, they recap their experience, describing the event as energizing and collaborative, an environment that fostered meaningful connections and professional growth.Key highlights from the conference included:CEO Communications Playbook: This session was notable for its "no-recording" policy, which encouraged vulnerability and candid discussion regarding professional leadership.AI in Action: This session outlined a shift in the AI conversation toward sophisticated, strategic implementation and process efficiency rather than fear of job replacement.Promise to Practice: This session focused on aligning brand strategy with patient experience through real-world case studies.Governing Patient-Facing AI: This session explored how health systems can effectively meet patients where they are regarding AI interaction.Brand Frankenstein: This discussion covered the emotional and strategic complexities of navigating joint ventures, affiliations, and rebrands.Epic Marketing Implementation: H&H presented a case study with Bayhealth, outlining a roadmap for improving patient experience and volume through technical audits and leveraging existing infrastructure.Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Connect with Marissa:Email: [email protected]: https://www.linkedin.com/in/marissa-gurrister/If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

This video features a discussion on the evolving role of Epic’s marketing and patient engagement tools within healthcare systems. The host, Jenny Bristow of Hedy & Hopp, introduces the company's new Director of Epic Services, Brandon Hallman, to discuss the intersection of marketing strategy and IT infrastructure.Episode Notes:The Epic Ecosystem Shift: Leveraging Epic’s functionality for marketing is a relatively new development. Historically, patient engagement was fragmented across various third-party tools, but Epic is increasingly providing a unified platform—acting as a "single source of truth"—to help organizations manage patient experiences.The Evolution of Cheers: Cheers has moved beyond simple patient communication to become a more comprehensive client relationship platform that includes CRM and CallHub functionality. While some in the industry have questioned the tool's sophistication, it is maturing into a powerful solution that integrates with other tools like Hello World.Consolidating Tech Stacks: Many health systems are moving away from third-party vendors like Salesforce and WebMD Ignite toward a strictly "Epic-first" mentality. This transition aims to reduce costs and complexity, allowing for more autonomous, synergistic communication between marketing and IT.Bridging the Gap Between Marketing and IT: Bringing marketing and IT to the table together during the planning phase to align on goals, security, and compliance is key to combatting the siloed nature of these departments. Hedy & Hopp facilitates workshops to help these teams prioritize campaigns, align on measurement strategies, and define roles.Strategy and Services: The agency approaches this space through three primary lenses: audit, strategy, and implementation. They also highlight the "UTM Connect" tool, which helps bridge the gap between digital marketing efforts and patient records in Epic to enable ROI reporting.Some advice for marketers struggling to navigate the Epic landscape: communicate early and often with IT, and treat the relationship as a translation process between technical requirements and marketing goals.Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Connect with Brandon:Email: [email protected]: https://www.linkedin.com/in/brandon-hallman-03074742/If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

Jenny Bristow, CEO & Founder of Hedy & Hopp, is joined by Miranda Ochsner, Director of Paid Media to discuss the significant impact of the 2026 midterm elections on healthcare marketing. Political ad spend is expected to exceed $10 billion ahead of this year’s midterms, presenting significant challenges for marketers, particularly when it comes to traditional channels, like TV and radio. They discuss these challenges and offer strategic advice for navigating the volatility of marketing during a political season.Episode NotesSince political campaigns typically have first-right access to advertising inventory across local TV and radio stations, other advertisers risk being “bumped.” No matter how far in advance you planned and purchased placements, getting bumped means your spots may be moved to less effective times of the day, like overnights, or removed entirely. This forces marketers to pivot quickly to deal with credits and reallocate budget.The following strategies can help marketers plan ahead, as the political season is scaling up quickly:Have a Plan B: Even the best laid plans need contingencies during political seasons, as inventory and political noise is largely out of your control. Think about scaling back or pausing tactics during the busiest weeks to ensure your message isn’t getting lost.Capitalize on Alternative Placements: Be flexible and consider adjusting daypart mixes. Shifting from highly competitive times to alternative slots can maintain reach even during a busy season.Diversify Media Channels: Beyond traditional local TV and radio placements, digital channels like online video and Connected TV offer additional control. Just be aware that additional control comes with additional costs, which are projected to increase by 20-50% in competitive markets.Prioritize High-Intent Tactics: Channels like paid search remain stable and effective drivers of qualified traffic, even despite potential increases in bid costs.Since political seasons are guaranteed to be unpredictable, focus on early, proactive planning to ensure a consistent, high quality presence.Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Connect with Miranda:Email: [email protected] LinkedIn: https://www.linkedin.com/in/mirandamochsner/ If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

Jenny Bristow, CEO & Founder of Hedy & Hopp, is joined by Miranda Ochsner, Director of Paid Media to discuss the evolving landscape of YouTube as a critical platform for healthcare paid media. They highlight YouTube’s significant reach and unique advantages compared to other streaming and social platforms. With over 75% of the US population consuming YouTube content, it is the most-watched streaming platform on TV (surpassing even Netflix!) — making it a powerful platform for healthcare marketers.Episode NotesStrategic Advantages for Healthcare MarketersPatient Education & Discovery: Patients often use YouTube to research symptoms and self-diagnose before consulting a professional. Video content helps simplify complex medical topics and introduces expertise earlier in the patient journey.Targeting and Measurement: The platform combines the broad reach of traditional TV with the granular targeting and measurement capabilities of digital media. Content Versatility: YouTube can effectively host various video formats, including repurposed Facebook ads or traditional 30-second TV spots.Retargeting Capabilities: YouTube allows for "in-platform" retargeting that enables healthcare marketers to deliver content, such as a multi-part educational series, to the target audience. Paid and Organic Synergy: Paid media on YouTube can expand an organization's reach to new audiences, while organic content builds long-term engagement.Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Connect with Miranda:Email: [email protected] LinkedIn: https://www.linkedin.com/in/mirandamochsner/ If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

In this episode, Jenny Bristow, CEO & Founder of Hedy & Hopp, unpacks the state of the healthcare marketing agency landscape, which has evolved a lot in the past few years! It’s important to choose an agency that understands the nuance of your organization and the challenges healthcare marketers face. Jenny explores three different categories of healthcare marketing agencies and the types of offerings they provide. Episode Notes:Full-Service Agency: These agencies provide upstream strategy and branding, in addition to performance tactics. Their primary focus is on the who, what, and why. They thrive in market research, persona development, and messaging positioning. And, they have traditional capabilities, too.Performance Marketing Agency: These agencies focus exclusively on patient acquisition and retention, primarily utilizing digital tactics. Their goal is to drive appointments.Specialty Marketing Agency: These agencies are pros in content development, upstream research, direct mail, and website services. They are a great fit for organizations that want to focus in one area without a broader  need for full-service agency services.(Bonus—not an agency!) Tech Solutions: SAAS platforms provide extremely useful solutions, like CDP or analytics compliance, but don’t provide service. Maintenance and ongoing work falls on an individual organization, or an organization can choose to partner with a full service or specialty agency for support.Finally, Jenny offers some advice to differentiate between the full-service agencies, which is to ask about an agency’s roots. Many started as creative agencies that added digital capabilities later. Hedy & Hopp was built on a strong analytics, compliance, and performance foundation, and later added strategy and creative services.Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

CEO & Founder of Hedy & Hopp Jenny Bristow is joined by Senior Digital Producer Suzie Schmitt to discuss a real-world example of AI and automation in healthcare content marketing: the creation of Hedy & Hopp’s in-house tool, Hoppywriter. They explore the tool's purpose in increasing efficiency and quality for healthcare marketing blogs, the technical and ethical considerations in its development, and how it ensures humanity remains at the center of content creation. The conversation highlights practical applications of AI to enhance—but never replace—human writers and the efficiency of their processes.Episode notes:Enhancing Human Output with AI: Hedy & Hopp's core philosophy for leveraging AI and automation is to enhance human output and efficiency—not to replace the creative work of humans.The Hoppywriter Tool: A custom-built tool designed to streamline the delivery process of healthcare marketing blogs. It empowers writers by providing all necessary information—high-value keywords, client voice, doctor information, and awards—in one centralized Google Sheet, using a Google App Script as the backend.Efficiency Pipeline for Content Creation: Hoppywriter integrates with tools like Wrike (project management) to pull in SEO keywords and client data, then pushes a fleshed-out brief to the writer, significantly cutting down the time required for editing and writing.Guardrails and Data Safety: Discussion on the critical guardrails for AI tools, including rigorous stress testing with edge cases and ensuring all client data is secure. Hedy & Hopp uses a custom Gemini ecosystem in a Google Cloud account, covered by a Business Associate Agreement (BAA), ensuring data is never used to improve the models and never leaves their data silo.Combating Content Repetition with the Jaccard Index: The Jaccard Index (a metric of similarity between objects) is used to establish a threshold for each client and campaign. This system automatically flags any blog topics or paragraphs that are too similar to past content, ensuring content freshness, which is crucial for complex healthcare topics that can easily become repetitive, like orthopedic surgery.Advice for Incorporating Technology: Organizations seeking to set up similar processes should utilize existing tools, recognize the power of low-code solutions like Google App Script, adhere to strict security protocols for API keys, and hold AI tools to the same fundamental requirements as any other vendor (e.g., antivirus software, web hosting).Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Connect with Suzie:LinkedIn: https://www.linkedin.com/in/suzie-schmitt/ If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

Jenny Bristow, CEO & Founder of Hedy & Hopp, is joined by Ben Riggs, Content Manager at Kettering Health, to discuss the current state of AI and content marketing in healthcare. They explore the healthy tension between the excitement and fear of rapidly advancing AI tools, how marketers are leveraging Large Language Models (LLMs) for content creation and strategy, and the importance of centering consumer trust in an age of AI-generated content.Episode notes:The AI Tension in Healthcare Marketing: Discussion on the "mind-blowing" capabilities and "alarming" risks of new AI video tools (like Arcads), and the fear of increasing distrust in the medical community due to easily generated, inauthentic content.Decreasing Consumer Trust Online: A new eMarketer report shows that consumer trust in online content is decreasing due to the quick growth of AI-generated content in written, video, and image formats.The Evolution of AI Application: Ben details moving from using AI for basic research and data aggregation to leveraging Large Language Models (LLMs) to investigate existing content and strategically find the "consumer gap" for new, relevant content.NotebookLM as a Productivity Booster: Highlighting NotebookLM as a helpful tool for content writers, describing its utility for safe, precise, investigative thought-partner conversations, writing long-form content, and creating podcasts to help easily digest materials.Prioritizing Foundational Marketing: Emphasizing the importance of strong basic SEO and practitioner practices (keywords, schema) before focusing solely on optimizing content for new AI strategies like GEO (Generative Engine Optimization).The Strategy of Dual Optimization: The Kettering Health team’s strategy is to "write both for humans and for humans using AI," prioritizing human-readable, scannable content that is informative and front-loaded with value.Re-Energizing Audience-Centric Content: The shift towards phrase-based search in LLMs has reinforced the need for robust persona development and audience-oriented messaging, proving that the foundation of effective content marketing remains "basic marketing" (user journey, messaging strategy).Looking to a Future of Trust and Responsible AI Adoption: Looking ahead, the hope is for the healthcare industry to adopt a definitive posture on responsible AI engagement, focusing on infrastructure and clear conversations about limits to ensure that AI utilization cultivates and maintains consumer trust.Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Connect with Ben:LinkedIn: https://www.linkedin.com/in/bendriggs/ If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

Jenny Bristow and Vice President of Data & Technology Mark Brandes of Hedy & Hopp discuss their proprietary solution, Epic UTM Connect*, developed to help healthcare marketers bridge the long-standing data gap between digital marketing campaigns and patient acquisition and revenue within their Electronic Health Record (EHR) system. They explain the challenges of achieving true marketing ROI in a privacy-forward world and detail how this one-time project allows for patient-level attribution and improved performance measurement.Episode notes:The Data Disconnect: Hedy & Hopp created Epic UTM Connect to help healthcare marketers overcome the persistent struggle to access and show true business impact data (patient appointments, revenue) versus engagement metrics marketers can break down by UTM parameters.What Epic UTM Connect Is: A tool that captures UTM parameters from digital campaigns, packages them, and securely inserts them into the Epic patient record.Achieving True ROI: The ability to track a patient's journey from a marketing touchpoint all the way through appointment and fulfillment to calculate the return on investment (ROI).Easy & Fast Implementation: The tool is fast and lightweight to implement and doesn’t require Hedy & Hopp to gain analyst access to Epic. Implementation only requires access to website analytics and the CMS.Technology & Compliance: The solution is HIPAA compliant and secure, leveraging the healthcare organization's existing Business Associate Agreement (BAA) with Epic. It works with any web analytics platform (Google Analytics, Adobe Analytics, Site Improve, etc.) by pulling data directly from the website.Use Case Requirements: The solution's effectiveness is dependent on the organization having a consistent and well-defined UTM parameter strategy in place.Attribution Limitations: The tool primarily provides last-touch attribution, meaning it will not capture the source of every conversion and will show gaps in the full multi-touch patient journey.Standalone Value: Epic UTM Connect is a standalone, one-time implementation that is valuable for improving visibility and does not require healthcare marketing teams to use other Epic marketing tools.Learn more about Hedy & Hopp’s Epic capabilities: https://hedyandhopp.com/our-expertise/epic-for-healthcare-marketing/ Contact Hedy & Hopp to chat with us about how Epic UTM Connect can support your marketing efforts: https://hedyandhopp.com/connect-with-us/ Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Connect with Mark:Email: [email protected] LinkedIn: https://www.linkedin.com/in/markbrandes/ If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.*Epic®, Epic Systems, and related product names and logos are trademarks or registered trademarks of Epic Systems Corporation. This content is not affiliated with, sponsored by, or endorsed by Epic Systems Corporation.

Jenny Bristow and Senior Digital Producer Suzie Schmitt of Hedy & Hopp discuss the pervasive, yet often misunderstood, risks of tech dependencies for healthcare marketers. They explain what happens when single points of failure like AWS and Cloudflare experience outages, examine the instability of the internet's open-source foundation, and explain why these issues uniquely impact healthcare organizations. Learn actionable steps to create, document, and execute a disaster plan to mitigate operational and compliance risks.Episode notes:Understanding Tech Dependency Risks: How the internet's "Jenga tower" of dependencies creates massive ripple effects from a single breakCloud Monopolies and Backup Strategy: The risk of relying on three major cloud providers (AWS, Azure, GCP) and the need to have your website backup on a separate infrastructure from your production environmentThe Open-Source Developer Issue: The unsustainability of large enterprises depending on unpaid, volunteer open-source developersCloudflare Explained: How this intermediary service facilitates a secure and faster internet, and what happens when it failsThe Responsibility of Covered Entities: The HIPAA breach notification clock starts when an outage occurs, so it’s important to clearly document the timeline of eventsCreating a Disaster Plan and Crisis Communication Strategy: The necessity of defining roles and establishing a communication plan for an inevitable failureDocumenting Dependencies: Steps to list and track all dependencies so that you can quickly assess if an outage impacts your websiteMarketing's Role in Security: Why outage communication falls to the marketing team and the need for close alignment with IT on the disaster planConnect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Connect with Suzie:Email: [email protected]: https://www.linkedin.com/in/suzie-schmitt/ If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

Hedy & Hopp CEO & Founder Jenny Bristow, Director of Growth Marissa Gurrister, Senior Account Manager Shelby Auer, and Growth & Operations Manager - Practice Division Abby Davis recap the key trends, popular sessions, and main takeaways from The Healthcare Interactive Conference (HCIC) 2025 in Las Vegas.HCIC 2025 was full of energy and innovative content, with a major buzz surrounding Jenny’s Learning Lab covering marketing and ROI tracking tools available within Epic. Several sessions stood out, including the CMO panel that included Stuart Dill from Vanderbilt. He spoke about brand preference, awareness, and consideration, emphasizing that marketers need to position campaigns differently for each phase. The Mount Sinai social media team, including manager Brian Crowley and coordinator Suzy Qiu, presented a highly praised, interactive session titled "The Camera-Ready Physician" that detailed their boot camp method for coaching physicians to create unscripted, organic short-form video content. Vanessa Hill from Beth Israel Lahey Health and Reba Thompson from WG Content shared their story of replatforming 17 websites, which they creatively framed as a "choose your own adventure" for the audience. Another speaker who creatively presented was Kevin Snyder, CMO at Nicklaus Children’s Hospital, who showed up to his Automation Meets Empathy session in a superhero cape.Beyond the sessions, key industry challenges discussed on the conference floor included the complexity of navigating patient privacy and compliance when teams are siloed, and the urgent need for new strategies in content optimization to rank highly in the difficult landscape of SEO, GEO, and zero-click search results.Looking ahead, the biggest takeaway overall from attendees, as noted by Jenny, is that healthcare marketers are being continuously asked to do more with smaller budgets, requiring teams to develop creative solutions and maximize assets as they look ahead to 2026.For those who missed it, Hedy & Hopp’s popular Learning Lab "Epic for Marketers" will be presented as a webinar on November 20. Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Connect with Marissa:Email: [email protected] LinkedIn: https://www.linkedin.com/in/marissa-gurrister/ Connect with Shelby:Email: [email protected]  LinkedIn: https://www.linkedin.com/in/shelby-wanne/ Connect with Abby:Email: [email protected] LinkedIn: https://www.linkedin.com/in/adavis513/ Register to attend “Unlocking Epic for Marketers,” a free webinar on November 20 hosted by Jenny: https://hedyandhopp.com/Epicwebinar/ Purchase a hand painted sweatshirt created by our former Artist in Residence Lauren Younge: https://www.laurenyounge.com/store-lauren-younge-art/painted-crewnecks Follow floral artist Annie Kuhn with Verde Designs: https://www.instagram.com/verdestl/ If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

Hedy & Hopp CEO & Founder Jenny Bristow and Director of Digital Activation Lindsey Brown talk about recent changes to paid media restrictions in healthcare marketing (for example, Google now allows limited non-promotional prescription term use) and how healthcare marketers can stay effective as restrictions evolve.Three big hurdles that healthcare marketers need to understand and navigate include Google Ads, Meta Ads, and privacy and HIPAA.Marketers can work around these hurdles by balancing compliance, creativity, and results. Focus paid media messaging around education—not medical claims. Lean in to intent-based keywords and compliant storytelling.In the future, healthcare marketers can anticipate privacy-first platforms with AI-driven targeting, access to less data and a focus on effective creative, and using compliance as a key advantage.As a healthcare marketer, you don’t need to fear restrictions—once you understand the guardrails, you can creatively work within them.Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Connect with Lindsey:Email: [email protected] LinkedIn: https://www.linkedin.com/in/lindseycbrown/ Further your understanding of what compliance means for healthcare marketing and get certified for it here: https://wearehipaasmart.com/. If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

Hedy & Hopp CEO & Founder Jenny Bristow, Marketing Manager Brenda Cross, and Director of Growth Marissa Gurrister recap SHSMD Connections 2025, sharing key takeaways and memorable sessions.Brenda highlights the agency's standout conference booth, featuring art prints by Hedy & Hopp’s 2025 Artist in Residence H. Ward Miles, fresh florals by Annie Kuhn with Verde Designs, and custom painted sweatshirts for the team by Lauren Younge.Marissa discusses common challenges in healthcare marketing, like measuring performance and fostering innovation, drawing insights from Tucker Bryant's keynote on the power of erasure poetry. Jenny praises Washington University’s session on integrated data, led by Verna Ehlen and Molly Bailey, for its practical approach. Brenda's favorite session "Beyond the Campaign Launch: Why Your Experience IS Your Marketing” emphasized the crucial relationship between marketing, clinical leadership, and operations, stressing that the patient experience dictates your brand. Key strategies included journey mapping and unbiased mystery shopping.The Hedy & Hopp team also led a pre-conference workshop on advanced patient privacy.The overarching theme from SHSMD 2025 was the power in prioritization, focusing on initiatives that truly drive progress for healthcare organizations.Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Connect with Brenda:Email: [email protected] LinkedIn: https://www.linkedin.com/in/brendaecross/ Connect with Marissa:Email: [email protected] LinkedIn: https://www.linkedin.com/in/marissa-gurrister/ Further your understanding of what compliance means for healthcare marketing and get certified for it here: https://wearehipaasmart.com/. If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

Hedy & Hopp CEO & Founder Jenny Bristow, Copywriter and Content Editor Sarah Zajicek, and SEO Marketing Specialist Yenny Rojas discuss AI and personas in healthcare marketing, focusing on AI's impact on search and the importance of writing tailored content for your website. They highlight that with nearly half of all searches now being questions directed at AI, marketers need to optimize content to answer these queries, adapting it for various practice sizes. Key strategies include prioritizing readability for both users and AI by incorporating bulleted summaries, FAQs, and FAQ schemas. Sarah notes that while AI tools can be incredibly useful in the content creation process, human oversight is necessary to ensure that the writing has a natural voice and that the content is medically accurate. Yenny emphasizes the importance of persona-based marketing, where content is customized to specific audiences and formats, facilitating AI's ability to recommend relevant information. Integrating personas into your content can look like including targeted examples, localized details, customer-focused calls to action, and using insights from Google Search Console.Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

Hedy & Hopp CEO & Founder Jenny Bristow, along with Director of Data & Technology Mark Brandes, Director of Activation Lindsey Brown, and Marketing Analyst Cassie Haxton, discuss Hedy & Hopp’s experience becoming the first marketing agency with team members certified in various Epic marketing and analytics tools. They share opportunities for healthcare marketers to leverage Epic tools in their daily work.Our four-year relationship with Epic led to the opportunity for Hedy & Hopp team members to get certified in various Epic marketing and analytics tools. Epic recognizes the importance of marketers in the patient experience and client demand for certified partners. Marketers can effectively use Epic tools to enhance patient experience and communication strategies, with messaging capabilities that engage both current and prospective patients. Epic offers a wealth of data for demonstrating ROI, tracking patient acquisition, and showing the impact of marketing campaigns. While the platform itself has a visually-outdated interface, its structure and depth is highly sophisticated. Implementing features in Epic is not an easy undertaking, but having an overall understanding of the system has the potential to be extremely valuable to healthcare marketers.If you are interested in learning more about using Epic for your marketing, we are hosting an in-person Learning Lab on Epic and marketing analytics at The Healthcare Interactive Conference (HCIC), with registration opening soon. We are also offering a free virtual session covering the same content from HCIC shortly after the conference. Sign up at HedyandHopp.com/EpicWebinar. Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

Hedy & Hopp CEO & Founder Jenny Bristow chats with Hedy & Hopp’s new Director of Growth Marissa Gurrister about how to strategically implement influencer marketing as a tactic in your campaigns, offering insights into case studies, challenges, and best practices. The discussion covers understanding various types of influencers in healthcare marketing, exploring how it differs from traditional social media influencing, and discovering the power of patient advocates (parents/family), physicians, and micro-influencers in healthcare campaigns. Marissa and Jenny highlight campaign successes, including case studies that humanized care and built community trust through patient and patient advocate stories, drove engagement with preventative services using traditional social influencers, and addressed public perception to increase appointment bookings through physician-led content. The conversation also delves into navigating challenges and risks, including HIPAA compliance and best practices for paying influencers. Finally, Marissa and Jenny share best practices for campaign development, emphasizing the importance of vetting influencers, balancing brand messaging with authenticity, and diversifying influencer voices.Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Further your understanding of what compliance means for healthcare marketing and get certified for it here: https://wearehipaasmart.com/ If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

Jenny Bristow of Hedy & Hopp offers practical tips for healthcare marketers to enhance their professional presence and credibility by enhancing their setup and background for video conference calls on Zoom, Google Meet, and other platforms. Learn ways to optimize your video background, lighting, and camera setup to best represent the brand and the personality that you want people to remember. There are many simple, cost-effective ways to improve your video call background, no matter how small or large your space. Try creating visual depth with plants or frames of varied heights, or even try adding peel-and-stick wallpaper. Play with your lighting—experiment with natural light, lamps, and even a second monitor displaying a white screen to achieve the best lighting setup. Always ensure your camera is at eye level and that you're looking directly into it for a more engaging interaction, and make sure your camera lens is clean. To avoid a monochrome look, try incorporating art, photos, or even sophisticated posters to add visual interest and personality. For back-to-back professional meetings, it’s helpful to keep a jacket or blazer within reach for quick changes or to add layers to your look.Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Further your understanding of what compliance means for healthcare marketing and get certified for it here: https://wearehipaasmart.com/ If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

In this episode of We Are, Marketing Happy, Jenny and Nicole Knight, Marketing and Communications Manager at Virginia Heart, discuss why and how to build your personal brand on LinkedIn as a healthcare marketer. Learn how to overcome the discomfort of self-promotion and leverage LinkedIn for professional networking, career advancement, and lifelong learning.Using LinkedIn in today’s dynamic job market is a smart long-term investment in your career that gives you control over your personal and professional reputation and brand. You can easily create LinkedIn content by drawing inspiration from your daily work and personal passions and curate your LinkedIn feed to create a space for learning and connecting with like-minded professionals.Connect with Nicole:https://www.linkedin.com/in/nicole-knight-5b90ba73/ Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Further your understanding of what compliance means for healthcare marketing and get certified for it here: https://wearehipaasmart.com/ If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

It’s been one year since Hedy & Hopp acquired iHealthSpot, and in this episode, we’re celebrating the milestone by diving into how the practice marketing team has evolved. Jenny is joined by Kristin Wiedman (Project Management Lead), Phil Terry (Account Manager), and Yenny Rojas (SEO Marketing Specialist) to share what’s changed and what’s working.They discuss how renaming packages around goals like patient volume and brand reputation has made services easier to navigate, and how the new Foundation Package brings strategic, data-driven support to smaller practices. They also talk about how account management has become more proactive and flexible, and how SEO efforts have shifted toward AEO (Answer Engine Optimization) to increase visibility in AI-generated summaries and voice tools.Connect with Kristin:https://www.linkedin.com/in/kristinweidman/ Connect with Phil:https://www.linkedin.com/in/thephilipterry/ Connect with Yenny:https://www.linkedin.com/in/yennyrojas/ Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Further your understanding of what compliance means for healthcare marketing and get certified for it here: https://wearehipaasmart.com/ If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

We’re back with part two of our brand strategy conversation with Madison Molho, Director of Strategy at Hedy & Hopp. Last week, we explored how to build a strong brand foundation. This week, we’re moving into activation and talking about how to actually bring that brand to life in a way that connects with audiences and drives results.Jenny and Madison dig into the engagement framework, a tool we use to guide strategic execution. They walk through how it maps the audience journey, defines messaging by stage, aligns with the right channels, and sets clear KPIs. They also talk about how to approach activation for both brand-level and service-line campaigns, how to make space for local brand equity in larger systems, and why brand architecture matters more than people think.Connect with Madison:https://www.linkedin.com/in/madison-molho-she-her-30b2279a/ Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Further your understanding of what compliance means for healthcare marketing and get certified for it here: https://wearehipaasmart.com/ If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

What makes a brand more than just a logo and a tagline? In this episode of We Are, Marketing Happy, Jenny sits down with Hedy & Hopp’s own Madison Molho, Director of Strategy, to unpack the three tenets of a successful brand: authenticity, relevance, and differentiation. Madison shares how these elements come together to create a substantively distinctive brand—and why that sweet spot is what truly connects with audiences. They walk through real-world examples, including Hedy & Hopp’s own rebrand, highlight common pitfalls like aspirational branding, and explore what it takes to move from brand theory to execution-ready strategy.Connect with Madison:https://www.linkedin.com/in/madison-molho-she-her-30b2279a/ Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Further your understanding of what compliance means for healthcare marketing and get certified for it here: https://wearehipaasmart.com/ If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

In this episode of We Are, Marketing Happy, Jenny welcomes back Abby Davis, now leading Sales & Client Operations for Hedy & Hopp’s Practice Marketing Division. Abby shares her journey as a returning team member and dives into how the agency has expanded to support smaller healthcare organizations, like specialty groups and critical access hospitals, with scalable, budget-friendly marketing packages. From foundational reputation-building and SEO to paid media and analytics, Abby and Jenny explain how Hedy & Hopp helps practices drive growth and stay competitive, even with limited budgets.Connect with Abby:https://www.linkedin.com/in/adavis513/ Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Further your understanding of what compliance means for healthcare marketing and get certified for it here: https://wearehipaasmart.com/ If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

It’s a big day on We Are, Marketing Happy—we’ve officially hit our 100th episode! To celebrate, Jenny is joined by fellow owner and agency president Maggie Piasecki for a conversation about what’s really top of mind for healthcare marketers right now. They dive into four key themes healthcare marketing executives are navigating in 2025, including how to stay ahead of rising patient expectations in an AI-driven world, why local trust and brand loyalty still matter, how to build long-term relationships with baby boomers through preventative care, and the industry’s growing focus on capturing more of the healthcare dollar.Connect with Maggie:https://www.linkedin.com/in/maggiepiasecki/ Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Further your understanding of what compliance means for healthcare marketing and get certified for it here: https://wearehipaasmart.com/ If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

In healthcare marketing, creative is more than just bold graphics, brand-compliant colors, and pretty fonts—it’s your opportunity to connect your audience visually to your message. In this week’s episode, Jenny sits down with Hedy & Hopp’s Senior Art Director Haily Bartlett to discuss high-performing creative that drives results. They share tips for developing creative that complements copy to enhance the user journey and create a seamless experience from social media graphics to landing pages. From platform-tailored typography to clear messaging hierarchy, they share best practices for designing creative that aligns with campaign goals. And, they touch on how AI is helping designers improve efficiency without replacing the creative process completely.Connect with Haily Bartlett:https://www.linkedin.com/in/hailybartlett/Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Further your understanding of what compliance means for healthcare marketing and get certified for it here: https://wearehipaasmart.com/ If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

If your 2025 marketing motto is “back to basics,” you’re not alone. On this episode, Jenny sits down with Hedy & Hopp copywriter and content editor Sarah Zajicek to talk about one of the biggest and most important “basics” of all—website content. From setting up site architecture to choosing the right tone (and reading level!), they share tips for creating high-performing copy that ranks well, reads well, and builds trust with potential patients. They dig into what SEO and AI Overviews are loving lately (hint: bullet points and short sentences), why “heart doctor” might work harder for you than “cardiologist,” and how to avoid common content pitfalls like fluff, jargon, and keyword stuffing. Connect with Sarah Zajicek:https://www.linkedin.com/in/sarah-nicole-zajicek/ Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Further your understanding of what compliance means for healthcare marketing and get certified for it here: https://wearehipaasmart.com/ If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

Reputation plays a bigger role in SEO than most people realize, and it’s only growing with the rise of generative search. In this episode, Jenny sits down with Hedy & Hopp’s Project Management Lead, Kristin Weidman, to explore how reviews, listings, and brand consistency influence both traditional SEO and GEO (Generative Engine Optimization). They dig into how reputation signals shape search rankings, what tools and workflows to consider, and why timing and tone matter when asking for or responding to patient reviews.Connect with Kristin:https://www.linkedin.com/in/kristinweidman/ Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Further your understanding of what compliance means for healthcare marketing and get certified for it here: https://wearehipaasmart.com/ If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

Straight off the plane from Wisconsin, Jenny is joined by Mark Brandes, Director of Data and Technology, to unpack insights from Epic’s first-ever marketing-focused event. As one of only four invited agencies, Hedy & Hopp had a front-row seat to how Epic is evolving to support health system marketing teams, with tools aimed at boosting engagement, elevating branding, and powering campaigns through privacy-safe data integration.Jenny and Mark break down key updates, including MyChart Builder, which allows marketers to create real-time, branded microsites, Cheers campaigns that enable multichannel patient outreach, and new integrated analytics that track true ROI from campaign to appointment.Connect with Mark:https://www.linkedin.com/in/markbrandes/ Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Further your understanding of what compliance means for healthcare marketing and get certified for it here: https://wearehipaasmart.com/ If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

If you’ve listened to this podcast before, you’ve heard Jenny say loud and clear that remarketing is off the table in healthcare. But this week, we’re adding an asterisk. Heidi Hammond, Senior Paid Media Specialist at Hedy & Hopp, joins the show to explore the very specific ways healthcare marketers can still ethically and compliantly remarket to audiences, even in a post-pixel world.From Meta’s platform-owned signals to the storytelling power of ad sequencing, Jenny and Heidi break down what’s possible when you rethink remarketing through a privacy-first lens. They also cover what’s absolutely still off-limits and how new platform tools are shifting what compliance-friendly performance looks like.Connect with Heidi:https://www.linkedin.com/in/heidiehammond/ Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Further your understanding of what compliance means for healthcare marketing and get certified for it here: https://wearehipaasmart.com/ If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

In this episode, Jenny chats with three experts about a hot topic in healthcare marketing—server-side Google Tag Manager (sGTM) vs. Customer Data Platforms (CDPs). She’s joined by Mark Brandes, Hedy & Hopp’s Director of Data & Technology, Tyler Zey and Adam Putterman, co-founders of Ours Privacy. Together, they break down the key differences between these two privacy solutions and help healthcare marketers figure out which one’s the best fit for their needs.With more focus than ever on HIPAA, FTC, and state regulations, many marketing teams are wondering how to stay compliant while still getting the insights they need. This episode takes a closer look at how sGTM and CDPs work, their pros and cons, and gives you a simple framework to help you decide which one’s right for your team, based on your size, budget, and goals.Connect with Mark:https://www.linkedin.com/in/markbrandes/ Connect with Tyler:https://www.linkedin.com/in/tylerzey/ Connect with Adam: https://www.linkedin.com/in/adamputterman/ Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Further your understanding of what compliance means for healthcare marketing and get certified for it here: https://wearehipaasmart.com/ If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

We’re back from HMPS25 and understand the hype! In this episode, Taylor, Kristin, and Jenny recap their time at the Healthcare Marketing & Physician Strategies Summit—from sunshine and friendship bracelets to standout sessions on privacy, AI, and proving ROI. H&H came prepared with art prints in hand and even swapped some friendship bracelets. The conference, hosted at the Omni Orlando, delivered with plenty of food, nonstop coffee breaks, and a crowd full of seasoned healthcare marketers from across the country. Plus, there were 70 sessions to choose from!We’re sharing our favorite takeaways, including what it means to say “yes, however” when someone asks for a billboard, how hospital websites are becoming true transaction hubs, and why Cleveland Clinic shut down all marketing in a few markets.Speakers Mentioned:Christine Skiffington: https://www.linkedin.com/in/christineskiffington/ Sujal Raju: https://www.linkedin.com/in/sujalraju/ Celia Van Lenten: https://www.linkedin.com/in/celia-van-lenten-57a897a/ Gayle Sweitzer: https://www.linkedin.com/in/gayle-sweitzer-63ab739/ Alexa Warner: https://www.linkedin.com/in/alexa-warner-33807059/ Christine Woolsey: https://www.linkedin.com/in/christinewoolsey/ Susan Alcorn: https://www.linkedin.com/in/susan-alcorn-1b6b0670/ Ben Texter: https://www.linkedin.com/in/benjamintexter/ Gerard Gober: https://www.linkedin.com/in/gerardgober/ Pam Landis: https://www.linkedin.com/in/pamelalandis/ Lucky Rai: https://www.linkedin.com/in/lukhvinderrai/ Jen Jenkins: https://www.linkedin.com/in/jenjenkins/ Lacey Reichwald: https://www.linkedin.com/in/laceyreichwald/ Chris Bevolo: https://www.linkedin.com/in/chrisbevolo/ Tanya Andreadis: https://www.linkedin.com/in/tanyaandreadis/ David Feinberg: https://www.linkedin.com/in/david-a-feinberg-57746a5/ Paul Matsen: https://www.linkedin.com/in/paul-matsen-b65b751/ Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Further your understanding of what compliance means for healthcare marketing and get certified for it here: https://wearehipaasmart.com/If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

What started as a conference Q&A has grown into a full-scale solution for our industry. In this episode, Jenny introduces We Are, HIPAA Smart—the first and only compliance training platform built specifically for healthcare marketers. Born from years of podcasting, speaking, and consulting on the evolving regulatory landscape, the platform was created to finally offer practical, tactical training built for marketers instead of clinicians. Jenny walks through what's included in the launch, from 101-level modules on HIPAA and general compliance to a more advanced technical course for teams deep in implementation work, and shares how the platform can help teams meet compliance expectations while getting back to what they love—marketing.Resources Mentioned:WeAreHIPAASmart.com Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

2025 Swaay.Health LIVE brought community, strategy, and a surprise win for the Hedy & Hopp crew. In this episode, Jenny and Senior Account Manager Shelby unpack their favorite moments from the conference, including standout sessions and Shelby’s Rising Star award (!) win. They dig into two sessions that stood out: how the American Board of Radiology used formal listening to reshape its certification process, and how Nebraska Medicine partnered with Unlock Health to rethink recruitment as a brand strategy. Jenny and Shelby also chat through who this conference is best suited for.2025 Swaay.Health LIVE Speakers Mentioned: Shereese Maynard: https://www.linkedin.com/in/hitreeset/ Dan Dunlop: https://www.linkedin.com/in/dandunlop/ David Laszakovits: https://www.linkedin.com/in/laszakovits/ Laura Roberts: https://www.linkedin.com/in/laura-roberts-1644614/ Frank Lococo: https://www.linkedin.com/in/franklococo/ Katie Beach: https://www.linkedin.com/in/katiemaybeach/ Connect with Shelby:LinkedIn: https://www.linkedin.com/in/shelby-wanne/ Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

In episode 90 of We Are, Marketing Happy, Jenny sits down with Hedy & Hopp’s Director of Data & Technology, Mark Brandes, for a conversation that steps outside our usual healthcare marketing topics. Instead of pixels and campaigns, we’re diving into mindset specifically, how it shows up in our industry through things like imposter syndrome.Mark shares insights from a podcast he loves, Standard Deviation, and discusses how reframing imposter syndrome as “manifestations” can help us move past feelings of inadequacy. From the pressure to be a perfectionist or expert to the fear of asking for help, this episode unpacks the invisible weight many marketers carry, especially as roles evolve to include data, privacy, and compliance. Jenny and Mark reflect on their own experiences and offer encouragement to anyone who’s ever thought, “Why am I even in this room?” Spoiler alert: you absolutely belong there.Resources Standard Deviation Podcast EpisodeConnect with Mark:LinkedIn: https://www.linkedin.com/in/markbrandes/ Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

In this episode of We Are, Marketing Happy, Jenny breaks down HHS’s new accessibility rule and what it means for healthcare organizations. With compliance deadlines approaching in 2026 and 2027, it’s essential to understand who’s affected, what WCAG 2.0 AA standards require, and how to assess your website, kiosks, and mobile apps for compliance.Jenny shares steps for getting started, including a free accessibility scan and ways to approach necessary updates. While enforcement remains uncertain, prioritizing accessibility will result in a better experience for all patients and showcase your brand’s commitment to inclusivity.Resources & NotesHHS Accessibility Rule Fact SheetADA Web Accessibility RuleFree Accessibility ScanSite Audit ToolColor Contrast ComplianceDesign Guide Based on WCAG PrinciplesFigma plug-ins are also available for additional accessibility checkpoints. However, automated tools only go so far. Having a designer and developer who understand accessibility best practices is the most reliable way to ensure compliance.Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

Often, healthcare marketers are asked to launch campaigns for departments that aren’t prepared to handle increased patient volume. In this episode, Jenny Bristow explores the concept of market readiness, sharing key questions marketing leaders should ask to ensure their efforts drive real results.If a department isn’t ready for patient acquisition, there are still ways marketing can add value. Jenny discusses alternative strategies like brand awareness, reputation management, and SEO to help position departments for future success.Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

With a new fiscal year around the corner and marketing teams gearing up for fresh campaigns, conversations around proving the impact of spend are occurring. In this episode, Jenny breaks down the must-know basics of marketing measurement to make sure your campaigns show real results. She dives into why having a solid measurement plan matters, the key differences between dashboards and reports, and how data lakes and attribution modeling give you a complete view of your marketing performance. While visualization tools are useful, the real value comes from how you structure and analyze your data.Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

Meta is shaking things up again with new regulations affecting payor advertising. In this episode, Jenny and Miranda, Hedy & Hopp’s Director of Paid Media, break down Meta’s updates to the financial products and services category, including new targeting restrictions, and how broad location radius requirements and inclusive demographic rules are reshaping campaign strategies. With targeting getting less precise, lead quality is bound to shift, making now the time to reset expectations and fine-tune how success is measured.ResourcesMeta’s Changes2025 Trends in Paid Media Connect with Miranda:LinkedIn: https://www.linkedin.com/in/mirandamochsner/ Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

More healthcare organizations are rethinking their websites, but should you opt for a refresh or a full rebuild? In this episode, Jenny explores this growing trend and breaks down the key differences. She covers when a refresh is the right choice—especially for improving accessibility, mobile responsiveness, and privacy compliance, including the impact of HHS Section 504 and WCAG 2.1. She also explains when a rebuild is necessary, such as enhancing the patient experience, rebranding, or integrating new technologies. Understanding these distinctions can help your organization align its website strategy with its goals, timeline, and budget.ResourcesHHS Accessibility GuideConnect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

In this episode, Jenny shares key insights from Hedy & Hopp’s 2025 patient privacy research. Analyzing 254 provider and payor websites, the audit shows a decline in Google Analytics 4 usage, a rise in server-side tagging, and improved compliance as Universal Analytics is removed by many. However, risky practices persist, with 29.92% of sites still using at least one conversion tracking pixel and some relying on non-HIPAA-compliant form tools. Meanwhile, more organizations are exploring alternative analytics solutions, and a growing number of marketers are operating without any tracking at all.   Resources 2024’s Patient Privacy Findings Podcast Episode: https://creators.spotify.com/pod/show/wearemarketinghappy/episodes/By-The-Numbers-The-Current-State-of-Healthcare-Marketing-Tools-e2itnm7/a-ab770oe                Infographic: https://hedyandhopp.com/blog/2025-patient-privacy-findings/   Connect with Jenny: Email: [email protected] LinkedIn: https://www.linkedin.com/in/jennybristow/   If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

In this episode of We Are, Marketing Happy, Jenny and Lindsey Brown, Director of Digital Activation at Hedy & Hopp, share what healthcare marketers should expect from their media agency. Many clients are surprised by how much more we deliver compared to previous agencies when these practices should be the standard. They dive into four key areas agencies should focus on: strategic planning that aligns with business goals, clear and consistent documentation for transparency, meaningful reporting that goes beyond surface-level metrics, and bonus items. Agencies should also consistently keep clients in the loop and be ready to pivot strategies when necessary. If your current agency isn’t delivering on these, it might be time to consider other options. Connect with Lindsey: •LinkedIn: https://www.linkedin.com/in/lindseycbrown/                             Connect with Jenny: •Email: [email protected] •LinkedIn: https://www.linkedin.com/in/jennybristow/ If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

In this episode, Jenny sits down with Chris Boyer, a senior digital health strategist and principal of @chrisboyer LLC, to discuss the shifting (and somewhat messy) state of social media in 2025. With the undecided future of TikTok and Meta reshaping its content and advertising rules and regulations, it’s time for organizations to rethink their social media strategies. They explore the impacts of Meta’s content moderation changes, how the tightening of ad restrictions affects campaigns, and why social media should be seen as "leased land." Plus, they discuss the challenges of fighting misinformation and creating valuable content in today's polarized digital environment.   Connect with Chris: LinkedIn: https://www.linkedin.com/in/chrisboyer/      Connect with Jenny: •Email: [email protected] •LinkedIn: https://www.linkedin.com/in/jennybristow/   If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

In the final episode of our “AI for Healthcare Marketers” series, we’re getting hands-on with AI platforms. While understanding how AI platforms function is important, it’s when you start using them in your workflows that the real value shines through. This interactive episode walks you through five practical exercises designed to make your daily tasks smoother and more efficient.   The exercises covered: •Using ChatGPT for quick note transcriptions •Brainstorming content ideas with Claude •Conducting market research with Copilot •Navigating privacy concerns with Perplexity •How AI can improve communication   Connect with Jenny: •Email: [email protected] •LinkedIn: https://www.linkedin.com/in/jennybristow/   If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

In the second episode of our three-part AI series, Jenny builds on our understanding of AI by covering the six tenets for using AI effectively in marketing. While AI offers exciting opportunities, it also comes with challenges that require caution and strategy. Key takeaways include: ●  Approach AI with skepticism: Even tools like ChatGPT can provide inaccurate information, with hallucinations still occurring about 30% of the time. ●  Never use AI output as-is: AI-generated content should always be reviewed and refined to avoid sounding impersonal or inaccurate. ●  Avoid having AI create deliverables: Relying on AI for final marketing assets can be a liability due to inaccuracies, bias, and potential harm to your brand. ●   Be clear in your ask: Use structured prompting techniques to get the best results. ●   Ask for sources: Always ask AI tools for sources and confidence levels to verify their output. ●   Prioritize privacy: Treat any shared information as though it could appear on a public billboard to ensure confidentiality and compliance. Connect with Jenny: •Email: [email protected] •LinkedIn: https://www.linkedin.com/in/jennybristow/   If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

In the first episode of our three-part AI for health marketers series, we break down the basics of AI and how healthcare marketers can use it effectively. Jenny discusses how AI has rapidly evolved - ChatGPT is just two years old, with 56% of adults having used it and explains the types of AI, including Narrow AI (used today), General AI, and Superintelligent AI. Jenny also covers how AI learns through methods like supervised, unsupervised, and reinforcement learning, and highlights its key capabilities, such as natural language processing and computer vision. The episode introduces top platforms like ChatGPT, Gemini, Copilot, Perplexity, and Claude, breaking down what makes each unique. By the end, you’ll have a clear understanding of the leading AI tools and how they can be utilized. Connect with Jenny: •Email: [email protected] •LinkedIn: https://www.linkedin.com/in/jennybristow/   If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

In this special episode of We Are, Marketing Happy, Jenny dives into a critical update for healthcare marketers. Google is requiring advertisers to opt into call recording for its Click-to-Call feature, creating potential HIPAA compliance risks. Jenny explains the changes, why they’re a concern, and what steps you need to take to protect your organization.   Key Points: • Google’s new terms for Click-to-Call could result in PHI or PII being recorded, violating HIPAA. • The rollout is inconsistent, so accounts must be monitored closely. • You can contact Google support to opt out of call recording.   Action Items: • Check if the terms were accepted for your account. • Share this episode with your team or agency to ensure awareness.   More Information •Search Engine Land Article •Search Engine Journal Article   Connect with Jenny: • Email: [email protected] • LinkedIn: https://www.linkedin.com/in/jennybristow/   If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

Jenny is joined by Hedy & Hopp's Director of Paid Media, Miranda Ochsner, to break down the top paid media trends for 2025. They discuss insights from the 2024 Nielsen Annual Marketing Report, including why 72% of marketers plan to boost their ad budgets despite economic uncertainty and the importance of balancing performance marketing with long-term brand building. TikTok’s growing role in healthcare marketing and its impact on cross-platform ad strategies also takes center stage.   They also share some reminders when it comes to remarketing and retargeting strategies including the shift away from website pixel-based retargeting, as well as Meta’s restrictions on healthcare advertising and Google’s new AI-driven bidding tools.   Connect with Jenny: •Email: [email protected] •LinkedIn: https://www.linkedin.com/in/jennybristow/   If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

In this episode, Jenny is joined by Hedy & Hopp’s Account Manager, Shelby Auer, and Marketing Manager, Taylor Fedderke, to recap their time at HCIC24 in Austin. With its walkable venue downtown and amazing food, the conference provided a great setting to reconnect with peers and explore the latest industry trends. They dive into key themes from the event, including the growing role of AI, how SEO continues to be a game-changer, and fresh approaches to reputation management. They also discuss how organizations are using data to improve provider finders, enhance consumer engagement, and streamline digital strategies, as well as the importance of building authentic brands and maximizing social media with AI tools. Connect with Shelby: https://www.linkedin.com/in/shelby-wanne/         Connect with Taylor: https://www.linkedin.com/in/taylorfedderke/       Connect with Jenny: •Email: [email protected] •LinkedIn: https://www.linkedin.com/in/jennybristow/   If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

In this episode, Jenny Bristow, CEO of Hedy & Hopp, speaks with Drew Hardesty, CEO of Wonder Boy Media, about how AI is transforming video and image editing in healthcare marketing. They explore the innovative ways AI is helping marketers save time, enhance creativity, and improve efficiency in editing tasks. Episode Highlights: ●        AI in Art Generation vs. Editing: A distinction between AI art creation and AI-powered editing that enhances existing content. ●        Photo Editing: AI tools in platforms like Canva and Adobe simplify tasks like background removal and denoising. ●        AI’s Role in Video Editing: AI accelerates multi-camera edits and streamlines podcast production. ●        The Human Touch: Creativity remains human-driven, with AI handling repetitive tasks. ●        Privacy Considerations: A reminder to avoid uploading sensitive data into AI platforms. If you're a marketer looking to make the most of AI in your editing process, this episode offers information on how to use these tools effectively—without compromising creativity or privacy. Connect with Drew: ●        LinkedIn: https://www.linkedin.com/in/drew-hardesty-wboy/    Connect with Jenny: ●        Email: [email protected] ●        LinkedIn: https://www.linkedin.com/in/jennybristow/   If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

In this episode, Jenny Bristow, CEO of Hedy & Hopp, is joined by Suzie Schmitt, Senior Digital Producer, to chat about creative solutions for data integration in marketing dashboards. Building on recent discussions about privacy and analytics at industry conferences, they discuss a workaround that enhances the reporting capabilities of data—while staying HIPAA compliant. Additional Episode Highlights: ●       Call Tracking Challenges: Using CallRail’s HIPAA-compliant product and the difficulties in accessing comprehensive reporting data. ●       Identifying Essential Data: Determining which data fields are necessary for analysis while avoiding sensitive information. ●     Secure Data Management: Managing API keys and maintaining compliance by operating within a secure environment. ●     Enhancing Reporting Dashboards: Creative data integration can lead to more robust and informative marketing dashboards. Connect with Suzie: ●       LinkedIn: https://www.linkedin.com/in/suzie-schmitt/                  Connect with Jenny: ●       Email: [email protected] ●       LinkedIn: https://www.linkedin.com/in/jennybristow/   If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.

Back from SHSMD Connections 2024 in Denver, CO, Jenny Bristow, Shelby Auer, Mark Brandes, and Taylor Fedderke from Hedy & Hopp share their key takeaways. They discuss the latest trends in AI and privacy, the strong audience engagement in Q&As, and why using data effectively remains a top priority in healthcare marketing. They also highlight sessions on recruitment-focused marketing strategies, a basketball-themed initiative that improved KPIs like reducing harm events and patient stay times, and a creative healthcare heroes social media program. From first-time attendees to catching up with old friends—and handing out fan favorite friendship bracelets and art prints at H&H’s booth—the team shares their favorite moments and insights from a successful conference!   Connect with Jenny: ●        Email: [email protected] ●        LinkedIn: https://www.linkedin.com/in/jennybristow/ Connect with Mark: ●        LinkedIn: https://www.linkedin.com/in/markbrandes/                Connect with Shelby: ●        LinkedIn: https://www.linkedin.com/in/shelby-wanne/               Connect with Taylor: ●        LinkedIn: https://www.linkedin.com/in/taylorfedderke/               SHSMD24 Speakers Mentioned ●        Maria Belli, Sheppard Pratt: https://www.linkedin.com/in/maria-belli-773389143/             ●        Kristina Schiller Chaki, Sheppart Pratt: https://www.linkedin.com/in/kristina-schiller/        ●        Allison Vance, Regional One Health: https://www.linkedin.com/in/allisonvance/                 ●        Jani Radhakrishhnan, Regional One Health: https://www.linkedin.com/in/janirad/              ●        Carley Cori (Weinstein), Stony Brook Medicine: https://www.linkedin.com/in/carleypweinstein/     ●        Breanne Taylor, The Kids Mental Health Foundation: https://www.linkedin.com/in/breanne-taylor-932403b/             ●        Donna Teach: https://www.linkedin.com/in/donnawteach/         If you enjoyed this episode we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.