Arra Yerganian thinks healthcare has always been a little upside down, controlled by physicians instead of the the patients. Ya think? But I misspeak – at least while speaking with Yerganian: he actually banned the word “patients” when he was CMO at both Sutter Health and One Medical. He explained that the word comes from Latin for “‘a place of suffering’ and that should be a temporary state at best.” Instead, he said, “We used the person’s name, so it wasn’t a dehumanizing experience to come into the doctor’s office.”
I liked this guy immediately. But there’s more to marketing healthcare than nomenclature. Yerganian is on a mission to raise awareness of the biggest issues impacting health for all of us: our Social Determinants of Health — or SDOH. Basically, if my zip code is wealthier than yours the overall population is likely healthier. I likely am more informed about and have better access to healthier foods or fitness facilities, I might have access to more parks for fresh air, and of course the income to afford anything from childcare to catch up on sleep and even infant mortality rates and so on. So how can we democratize health? For Yerganian, it’s awareness, it’s education, it’s communication. He also notes that, apropos our recent civic dis-ease and disease, “beyond the pandemic, the great challenge that we’ll have is the behavioral health crisis that’s affecting our country.”
He shares the details of best practices and how to get on a healthier collective path overall in this Episode 22 of Insider Interviews.(Hint: stand up more for healthy behavior in every sense of the meaning.)
NOTE: I’m proud to be Editor in Chief of The Continuum, about awareness and performance marketing. In Issue 2 posting in late January you can also read this interview along with the POVs and suggestions from other notables in the health and wellness marketing space. But, dear listeners, you get the advance insights here when you catch the full conversation with Arra Yerganian.
He and I discuss:
What are the social determinants of health, and how do they fit this into the world of marketing?
How can we track and thus help modify the exposure to environmental ills
What are some new approaches in brand marketing and health and wellness, such as driving uptake of tele-health?
How can promoting value-based programs reward healthcare providers with incentive payments?
How can products or brands, like a sleep aid or gym facility or a yoga mat or bicycle manufacturer, leverage some healthcare data and apply that to their marketing
How do you market against patients deferring to Google for diagnosing themselves?
And how do you conduct business meetings standing up?!
Here’s to a happier, HEALTHIER New Year to you all, with my sincere appreciation for listening, sharing and subscribing wherever you like to listen to Podcasts.
Sean Cunningham is the son of a radio personality and the husband of grammarian. That may be why he expresses himself so fluidly and works hard to offer clear explanations about the video landscape at the same time. Those personal aspects combined with deep professional experience in the ad industry and as a strategic media advisor help him helm the VAB, the source for insights-driven research and thought leadership about premium video. As its president and CEO, Sean is laser-focused on maximizing outcomes and championing the medium as a must-have for building high-value brands and driving growth.
It’s not easy in our changing environment, but the mantra at the organization is to simplify what is a very complex ecosystem and offer insights that help all those in the business of video to thrive. They’ve kept up a steady pace of conferences and reports even during trying times, even as consumers have made a steady diet of video during these at-home days.
In Episode 19 of Insider Interviews, Sean tells host E.B. Moss about the definition and best practices around marketing with premium video (spoiler alert: the VAB defines it as multi-screen content that’s professionally produced programming in any form — linear, tablet, laptop, mobile, etc.).
Sean and E.B. also discuss:
Our radio dads!…and what happens around Sean’s dinner table…
The lessons he learned on the agency side that all media sellers should know
The role of media in building your brand during the COVID-19 pandemic
The power of including authentic messaging around diversity & inclusion
VAB and IAB – important bedfellows
The changes in consumer habits that marketers need to consider
How to put your best foot forward to advance a career in this industry.
You can also reach out to be considered for an episode — or suggest questions or a guest — or to have your own bespoke podcast series produced and/or hosted by E.B. Moss. Email us at email@example.com. We’re “hear” for you!
Andrea Palmer, now President of Publicis Health Media (PHM) has wanted to be in Healthcare Marketing since her college days despite the field not always getting credit for being dynamic or embracing creativity. With PHM’s reputation for having their “finger on the pulse” (sorry), she’s proven those perceptions wrong and inspired many to follow or stick to the healthcare marketing path.
In Episode 18 of Insider Interviews, in which I perhaps sing again (umm, twice, I’m just sayin’) Palmer clearly demonstrates just how creative and important messaging around healthcare can and should be. It’s certainly an area that’s very top of mind with us all these days and Palmer makes it digestible. You’ll pick up on why she rose through the ranks quickly at PHM — the strategic media planning and buying agency within PHCG, and the only global media agency solely dedicated to the health and wellness space. This industry trailblazer of nearly 20 years shares what’s currently happening in the healthcare media space, along with some interesting projections from PHM’s prescient “Disruptors List.” Get the insider scoop on what inspiring innovations emerged from the “Shark Tank”-type element of their industry-convening Health Front, and what we should be concerned about.
Palmer is determined to ensure the right information is getting out there and helped drive home PHM’s mission to equip brands AND people with the tools and communications they need to make healthy decisions. We learn why it’s important to create content with conscience and why brands need to listen to other voices than their own.
What we talked about:
What’s happening in healthcare marketing
How a childhood illness put Palmer on the path to healthcare…and college led her to marketing
Health trends and disruptors
How PHM markets to consumers who’re apprehensive about embracing telehealth
How PHM helps its clients with being ‘the resource’ instead of Dr. Google
Defining the concept of Content with a Conscience
Facing down racism: communicating to diverse audiences and not just “to the mean”
How Palmer is advising her clients on approaches to ensure that health message is communicated well and heard by all cohorts and communities
Thinking about the bigger picture
Pushing for innovation in the health realm
The future of healthcare
And yes, I find a reason to close with a song…again.
Marissa Solis was about six months in to a big new role at one of the biggest snack companies in the world when one of the world’s biggest crisis hit. That’s not hyperbole. As the new head of all marketing initiatives, media, sports, and partnerships for the core brands of Frito-Lay North America, including Doritos, Cheetos, Tostitos, and dips, it was definitely not hyperbole.
That was Marissa’s new reality and she had to help smoothly and quickly do the equivalent of turning a battleship. But this dynamo had previously been tapped to lead the creation of a cross-functional Hispanic Business Unit at PepsiCo and had helped double beverage sales among U.S. Hispanic consumers in a short time, so she was the right woman to face down a pandemic.
Her throughline — and recipe for success? It always has to start with the consumer.
In Episode 17 Marissa explains her whirlwind responsibilities, the massive changes facing brands today, and how those Frito-Lay brands speak to specific audiences. We also talk about how COVID-19 has impacted campaigns from a Super Bowl sponsorship to a new direct to consumer approach. This is a great reminder for brands about the need to engage with consumers where they are. And right now, that is at home…with a pro-social commitment to community. For example, a big Cinco de Mayo campaign was planned and poised to roll out to retail…and instead quickly became Salsa for Cinco benefitting the Hispanic community — which has been disproportionately affected by the pandemic. Listen to the evolution of the #AmplifyBlackVoices campaign which included letting PepsiCo ad space be used instead by Black artists to showcase their work.
There’s much to digest in this episode! So grab a bag of chips, click play, and enjoy!
What also talked about:
The importance of being agile in today’s marketing world
Pivoting to the direct to consumer space
The “Pantry Stock Phenomenon”
The different personalities of Frito-Lay brands
Today’s marketing renaissance
Details on the benefits of Salsa for Cinco and #AmplifyBlackVoices campaigns
PepsiCo’s commitment to diversity and inclusion in the workplace
Engaging consumers where they are
How Marissa and her family adjusted to the new normal!
Michael Smith joined National Public Radio as chief marketing officer at a time when the nation — and the world — had just entered crisis mode. In addition to adapting to his new job he’s needed to shift the company’s marketing message, outreach and the very stance the brand has taken over the past years. Part of that shift was motivated by more digital audio listening given more at-home workers during our pandemic. The parallel motivation was to amplify more multicultural voices and drive greater diversity within the halls of the company itself.
In Episode 15, Michael shares his observations, his approach and some insider scoop from his winged-back chair in New Jersey. For example, he explains how different audiences respond to NPR’s content. Michael tells us that “among regular users when we look at people of color versus white listeners, their satisfaction levels are actually higher. So it’s an exciting thing in the sense that if we can get more people to know that we’re there and to get us into their consideration set, when they come, I think they’re going to love it.”
Michael had primarily been focused on network video, developing strategies to reach younger and more diverse audiences on streaming platforms for Cooking Channel, and Food Network — where he and I worked together during the last big crisis for the country, 9/11! He has quickly learned to apply his know-how to linear radio and on demand audio.
“When they start to know some of these shows where there are young, diverse hosts, a Sam Sanders or [they get to know the] hosts of Pop Culture Happy Hour, that creates so much more engagement than when they just see the three block letters, NPR.”
The fast 35-minute discussion includes suggestions all brands can appreciate from a world-class marketer like Michael Smith. We talked about:
The challenges most media companies are facing right now
How to move from linear to on demand streaming digital platforms
Balancing linear, podcasting and the NPR One app
How has Coronavirus Daily evolved as a show…and the ongoing need for that content?
How NPR itself has evolved since its origins in the 60s, and why its signature audio style is intentionally like a mental “exhale”
Working with the sponsorship team, NPM
Michael’s optimism — and any pessimism — for the future.
Get the “insider scoop” on how to dive in to creating a place in the podcasting world. The talented Juleyka Lantigua-Williams, Founder/CEO of Lantigua Williams & Co., an award-winning and Peabody-nominated digital media studio, walked us through her anxiety through her achievements. While she’s humble enough to just describe herself as someone who builds teams that create podcasts, those teams have turned out hit after hit in three short years. But Lantigua-Williams has the chops, from 20 years of experience as a writer, reporter, editor, syndicated columnist, book editor/scout, lecturer, and audio producer!
The differentiator for this company? Its mission to support and amplify the creators and stories “from the margins” – which often means by and about women of color. These shows include Latina to Latina, which just passed 100 episodes, 70 Million, and Feeling My Flo. But Lantigua-Williams also does consulting and white-label production services for clients like Macmillan Podcasts (Driving the Green Book), the Phi Beta Kappa Society, WHYY, KQED, and Civil Beat.
Another secret weapon for success is Juleyka’s authenticity and generosity. She’s set a tone of sharing — which you’ll hear candidly in this conversation and can read in her posts on the company site and elsewhere, like this very guide to “centering marginalized people in your podcast.”
Listen and learn the ins and outs of producing a show and starting a company as Juleyka shares her knowledge and expertise including:
How Juleyka embraces her BFF, named “Insomnia”, and sidekick, Perfectionism
The path from intern to producer to company founder – as a “hyphenated American”
The first step to starting any company
Staying true to Juleyka’s vision for her company
How some shows came about (umm, conversations around astronauts menstruating in space?) and upcoming projects