April 7, 2020 • 36 mins
Chris Bonney, VP of Strategy
Zach Wilson, Partner
Sara Fay, VP of Marketing, First American Healthcare Finance
Mark as Played
Transcript
Episode Transcript
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Chris Bonney (00:10):
Hi everybody.
This is Chris Bonney with GuloSolutions and this is web
marketing insights podcast.
Today we have with us as always,Zach Wilson, founder and CTO of
Gulo, and we have a very specialguest today, Sara Fay from first
American healthcare finance.
Sara, thanks so much for joiningus today.
Sara Fay (00:31):
Yeah.
Hi everyone.
Thank you so much for having me.
Chris Bonney (00:34):
It's really our pleasure.
So Zach, uh, today we're goingto talk about digital marketing
and how first American does it.
Sara is going to give us someinsights on what she's going to
continue to do, start doing,stop doing all of that kind of
stuff.
Um, did you want to talk anymore as a setup for leading into
today?
Um, and you know, do we want toget, uh, our first questions
(00:56):
over to Sara so we can learnmore as quickly as possible?
Zach Wilson (01:00):
Yeah, let's just, uh, let's, let's hand it off to
Sara to, uh, tell us a littlebit about what she does, uh, and
um, how they do it and what,what they do as a company as
well.
So, Mmm, Sara, tell us a littlebit about you.
Okay.
Sara Fay (01:17):
So I'm Sara[inaudible] , I'm vice president of
marketing at first Americanhealthcare finance.
Yeah.
My responsibilities are, uh,basically everything under the
entire marketing spectrum.
So that's our overall marketingstrategy, content development,
uh, conferences and events,association relationships, um,
(01:40):
all of our digital marketing,um, print, whatever.
So, uh, that all falls under myresponsibility.
Mmm.
And my company, first Americanprovides a equipment financing
and leasing for healthcareproviders.
So that can range anywhere fromvarious small independent
(02:00):
doctors groups all the way up to, um, billion and billion dollar
health systems.
Zach Wilson (02:08):
That's great.
That's that.
I don't know how you get anysleep.
It doesn't sound like you havevery much to do every single,
uh, every single channel iscovered with, uh, with your job.
What do you, uh, what, what'syour favorite channel for
marketing?
What do you, what's, what doyou, what do you love?
What's in terms of what you do?
What's your favorite one?
(02:28):
Content video.
Yeah,
Sara Fay (02:33):
with my role, I've done a little bit of everything
and I think that's kind of neatabout my role.
I get to, um, kind of dabble ina lot.
Uh, I love abundance.
Um, cause I feel like those arethe closest you can get to your
customer and just provide areally unique experience.
Um, we do video really well.
(02:54):
Uh, and digital is, um,obviously probably the most a
channel right now, but it's, um,from my perspective also one of
the hardest just because, uh,it's, it's very saturated and,
um, even though it's importantto get things online, it's also
very competitive.
(03:14):
And, and how do you get yourcontent to the right people?
Um, kind of where they are.
Yeah, yeah, yeah.
We, yeah, we, we even as a smallorganization struggle with that
as well.
And I think it speaks to thething that I thought was so
captivating about learning, uh,learning a bit about you and
what you guys are doing is thatwhether you're a 10 person
(03:39):
[inaudible] organization like usor a massive organization like
you guys in dealing with major,major, billion, multibillion
dollar budget hospitals with,you know, seven, eight figure
budgets for buying equipment,that there's a lot, there's a
lot to do.
And from a staff and resourceperspective, it was interesting
(04:02):
to hear how, how you guys tackleit too.
So, um, so I think what, what,what would be captivating to
people[inaudible] are listeningare probably like how you guys,
how you guys manage some of yourchannels[inaudible] uh, what
channels are, um, are reallygreat for you.
(04:23):
Uh, you talked about video, howyou guys using that, how are you
using that to engage yourcustomers, uh, top of the
funnel, bottom of the funnel,um, where, where that's taking
them.
Can you talk a little bit aboutthat?
So yeah, video first American.
(04:43):
Um, it's a really importantchannel for us.
Uh, we kinda have, um, some corevalues based on being technology
focused.
Um, industry focus.
We have great people, greatculture.
So when we create videos, um,kind of all that comes together,
uh, we'll go out to our clients,um, actually get into their
(05:06):
organization and film, um,patients film what they're
doing, how the equipment isbeing used.
Um, kind of the financing side,why they decided to go with
first American.
Um, and it just creates like areally, really neat story.
Um, some of them more fun oneshave been, uh, I've actually
(05:27):
been able to go into surgeriesand, um, film like[inaudible]
like ophthalmology equipmentbeing used, um, to remove
cataracts and stuff like that.
And it just, I mean, I think thehealthcare industry as a whole
is really interesting becauseMmm.
It's kind of very traditionaland solving a[inaudible]
(05:48):
challenges with medicalconditions, but it's also very
like technological Lee advanced.
Um, and you need to have theright and the right year a
technology in place to give thepatients the best care.
Mmm.
So I would say long story short,like our videos, um, actually
(06:08):
turn out really, really well andthey're, they're fun to watch.
They tell the story well.
Um, bye.
I would say, um, given thatthere are good content, like one
of my struggles is now that wehave these great videos, like
what do you do with them?
Um, and we obviously held themon the website.
We use them a bit for social, uh, but are a decision maker at a
(06:32):
lot of our, um, clients.
And prospects is a CFO at maybea major hospital and uh, it's,
it's an audience, um, or even anindividual person that is highly
sought out and um,[inaudible]and that's, I think that's the
marketing like puzzle for me.
(06:53):
Like I have some great content,but how do you got it?
Like to the actual person thatyou want to watch it.
[inaudible]
Zach Wilson (07:01):
yeah.
[inaudible] in the traditionalsense too.
It's, you know, talking to yourcustomer, a CFO at a hospital
what w yeah.
What affects their decisionmaking?
What's, what are their, youknow, getting down to there was
real, real pains, right.
And, and no, the empathy of thevideos, the video sound awesome
(07:24):
from a case study pantsstandpoint and humanizing
equipment financing, right?
Like, you know, bringing that tothe, the, uh, the operating room
and showing the success of someof the implication that I'm sure
some of those things can have interms of buying equipment for
hospitals and doing innovativecutting edge things and, and
(07:44):
that, but not, there's notreally a, but, but it is, but
like, then you're, it's reallylike the connection between that
and your actual customer, who'sthe CFO, who's, you know, I'm
being stereotypical here, but[inaudible] in their office,
just looking at spreadsheets andlooking at the numbers of this,
you know, like how much of, howmuch of the story actually
(08:07):
matters to a CFO.
You know, I'm, I'm not sayingthey're not human, like I'm sure
they, you know, they want to seethe successes play out, but
really like, what are their, youknow, what are their, at their
core of their decision makingprocess.
Yeah.
In terms of finding the companyto give them, you know, to write
them that whatever check,however big of those checks get,
um, can we get one of thosechecks?
(08:32):
Um, but yeah, so I don't, it's,it's kind of interesting
because, yeah, we, we deal withthis, we deal with this a lot
too with our, our customers.
And ultimately your, no, we'retrying to find what that pain
point is for the customer tohelp our clients connect with
that customer and fine and, andthen then the channels to really
(08:52):
speak to them about issues.
And it's,
Sara Fay (08:56):
it's, it's, it's, I mean, it's a big problem.
We talked about it offline.
Mmm.
You know, from an emailperspective, you know, they're,
you, you guys, in terms of youremail, um, and how you're using
that, you're, you're unsure of,of the power of that because of
the inundation of[inaudible][inaudible] email and how
competitive email is for those,uh, uh, those types of people,
(09:20):
whether or not 30,000, you know,as a CFO looking at email
marketing, um, from you guys,you know, do you guys though
those type of questions.
So where can you, where can youengage those?
But those, uh, those type ofcustomers in the, in the
different channels.
So what have you guys found intalking to your customers?
(09:42):
A sales team, I guess talking toyour sales team and them talking
to customers where, well, I meanw w well, what is the tipping
point for those?
Is that[inaudible] I mean, it'sthe relationships, right?
I mean, you guys have big salesteams, um, that are out in the
forest touching those buyers.
Yeah.
And actually not that big of asales team.
And so we have 12 that cover theUnited States, but it's a very
(10:08):
sales driven organization.
So they're always, um, alwaysdoing outbound efforts to try to
reach our target customer.
Um, but I think one of the, um,probably one of our biggest
competitors and, uh, and kind ofwhat we're trying to overcome is
just, um, just like change.
(10:30):
So if, if a hospital CFO hasn't,at least in the past or pays
cash, um, or hasn't worked withus before, like in order to work
with us, they have to dosomething differently.
And then, so, um, we have avery, very long sales cycle, um,
and it just trying to, um, canyou tenue to reach them with,
(10:54):
um, kind of all aspects of ourvalue prop and just showing them
that they, it would be worth itto, um, kinda do something
differently and do somethingthey haven't done in the past
and just give us a chance andwork with us.
So I think that's, uh, that'sfunny.
We sort of stumbled on the salesteam.
We weren't actually, they'regoing to talk about them, but it
(11:16):
reminds me that from a marketingperspective, uh, you know, part
of your job is supporting sales,right?
Your, your, your job is to maketheir job easier so that when
they're okay doing theiroutbound, that they're doing
their outbound further down thefunnel.
Right.
It's, everything isn't cold.
(11:37):
Everything is a nice cold.
So what do you w in terms ofthat relationship, what do you,
do you guys do anything that youfeel is like really successful
or works really well or that youthink you needed to work on in
terms of like augmenting orhelping your sales team?
Yup.
Better[inaudible] contentmarketing on the website,
(11:59):
whether it's a, you know, betterinside sales or warmer, warmer
leads to get to them.
Okay.
Talk about that in the digitalsense and that relationship.
Yeah.
Um, so I think one thing to keepin mind is that a lot of our,
um, a lot of our sales peoplehave been in the seat for a long
(12:20):
time and there's really not thatmany, um, hospitals and health
systems in the nation.
Um, so they know who they are,prospects are and they keep
calling on them throughout theyear.
Um, so in Mark had I, it's kindof my job okay.
To keep things fresh and keepthings relevant.
And then, um, so then, uh, Iwould say, um, my role is almost
(12:46):
like a two step process, likefirst marketing internally to
say all is getting them tounderstand what content I'm
providing to them.
Uh, and then, um, and then theyenter in like pass it along to
their prospects or whoever itmight be relevant to.
Um, I think what that wholeprocess, uh, we're just trying
(13:06):
to get better and better, um, atkind of using data to like drive
what topics we're doing and whatwould be irrelevant at that time
of year.
Um, and I think we've gottenpretty good good at it from an
internal standpoint.
So I'm looking at all the datathat's, uh, within sales force
and our CRM and trying to, um,yeah, that to guide, um, like
(13:32):
some seasonality to our campaigntopics.
Uh, but an area I think we'restill struggling with, um, is
external data.
So kind of the unknown and whatwe don't have, um, recorded in
our database.
So it's just like a[inaudible]cold prospect that we've never
(13:52):
talked to.
We don't know anything aboutthem.
Like, how do they, how do weknow why topics are interesting
to them?
Um, kind of where they're goingon the wild, what their routine
is for what they're searchingfor.
Stuff like that.
Right, right.
Yeah.
Good.
I mean, this is like deep diveindustry specific, key word,
(14:13):
research and[inaudible].
I mean today I got to imaginesomeone in this level two,
whether it's[inaudible] the CFOor more likely probably someone
is tasked with trying to findpeople that are, yeah, we need
to buy an MRI machine, whatever.
(14:35):
How can we do this?
The C CFO knows this, right?
But how does he, how does he,how does he get, uh, some
qualified people in front ofhim?
Either he's doing the homeworkor someone below him is tasked
with the homework of building ashort list to do that.
So the question then becomes, iswhat are they looking at?
(14:56):
What are they looking for?
So, uh, that, uh, that would be,I dunno if you guys have done
that, but that would be kind ofinteresting from a, um, just
surveying some of your existingrelationships.
You're the, you know, you'retalking about the CFOs, but are,
are they, are they shopping ortasking some of this shortlist
stuff out?
Is there someone under them thatare R D is doing the homework?
(15:18):
I don't know, doing thatresearch well[inaudible] like
from my perspective, I thinkit's a really interesting role
because, um, they're not,they're not on Google searching.
Like, how do I finance an MRImachine and because they know it
and if the F the provider iscredit worthy, where are they?
(15:39):
They have a whole list of, um,different financial services
organizations that could helpthem out or they could just pay
cash.
Um,[inaudible] but I think thechallenge with my role is that
even though they're not likedirectly searching for how do I
finance medical equipment, um,they are on Google searching for
(16:01):
something.
I mean, everybody uses Googleright now.
So kind of the challenge I haveis trying to think about F if
I'm a CFO in that role, I knowI'm not, um, searching the
basic, like, how do I financethis?
But, but like what would I besearching for?
And Mmm.
(16:22):
And I think that's where it getslike, um, just like a little
more sophisticated and, uh, kindof, um, why, what are they
interested in that they're justlooking up from a day to day?
Yeah.
Yeah.
I think it, yeah, there'scertainly a level of
sophistication and, and researchthere.
But there, there's also, youknow, being creative with what,
(16:46):
what those, what those peopleand their actual buying journey.
Yeah.
Leasing journey looks likefinancing journey looks like.
Um, and you know, having thesestrategies and these tactics
abstracted away from your day today, right?
Like we're all, we're all guiltyof this in some way of just
getting into the grind of, okay,doing a newsletter or writing a
(17:10):
writing a content piece, right.
[inaudible] but high, highlevel.
Yeah.
You know, what do we, what arewe doing tactically to Mmm.
To, you know, reach this goaland what are the strategies that
are in place to bring us to thisgoal?
You know, and you've got yes,multichannel, you've got these
multichannel efforts, but how dothese all actually talk back up
(17:35):
to our top level goal and matchback up to our top level goal?
And that's kind of some, I mean,for small organizations and even
large and nations people get,people get lost in that we're
doing, uh, we're doing quiet.
We're doing quite a few of rightnow with people are just like, I
mean, we've got a client rightnow.
They've got, I dunno, theyprobably got like, they've got
(17:56):
like five people on theirmarketing team that bet an
entire marketing team.
[inaudible] they're just, theydon't know what the[inaudible] I
mean, they're, they're justdoing all this stuff all in
these different lanes and it'snot all coming together,
matching up to the top levelgoal, whatever, whatever the top
level goal is.
And so it's, it's, you know,it's, it's kind of being
(18:18):
[inaudible] stepping in and, andsaying, yeah, maybe that sort of
CMO role, but shaping a vision,saving a strategy just so that
they can, yeah.
Have these ideas too.
Mandate to, Hey, email team,here's what we're trying to do.
Yeah, match this back up.
Hey, social team, Hey contentteam.
(18:38):
Hey video team it podcast team.
This, this example that I'mtalking about has all of those
channels and they have teams andall of those channels, but
[inaudible] are all doingdifferent things.
They're all sending differentmessages and they've got like
four audiences and they don'teven know like who they're,
they're, they're just, theydidn't have no strategy of who
they're talking to and howthey're talking to those people.
(18:58):
And, um, and ultimately that,you know, that's really
important because you're talkingabout too is[inaudible] the
CMOs, what is, what is, what istheir user journey look like?
Where are, where are they, whereare they consuming?
Where are they getting thisimpression?
I mean, you guys are, I'mguessing you guys go to, I dunno
, you, you showed me or, uh,your event calendar this year.
(19:20):
You're at like some, somethingridiculous like 30 of us 30
association trade shows thisyear.
Um, and so you're, you're,you're, your place in the
marketplace from an awarenessperspective and visibility
perspective is, I'm guessingit's gotta be pretty high,
right?
Like does that, um, I mean, isthere anyone that's more visible
(19:41):
in your space, specifically yourhealthcare space than you guys
or no?
[inaudible] well, I mean thereis bigger bang.
Um, and we were owned by a, alarge bank.
We're owned by city national,which is owned by RBC.
(20:02):
Um, by we, uh, we're about a 250person company.
So, uh, we operateindependently.
Um, I would say specifically in,in the healthcare space, um,
there probably is no, uh, noother, a competitor of ours that
is as visible and as out therein the industry.
(20:24):
Um, and that's, that's why Ilike events and I like
conferences cause at least stepMmm.
At least, you know, if you gotthere and talk to the person you
wanted to talk to, like you didit and you made that connection.
And, um, I think, I don't know,I just think marketing, um, it's
like a really neat role rightnow because you have, I like
(20:48):
that end of the spectrum where,um, you did your job and you
connected with a person, um,and, and you can walk away
saying, um, I made the most Icould out of that event.
And then you have the wholedigital side where, and I guess
I guess tools are getting betterand better now, but it's more I
(21:09):
would say of a mystery of if youactually did reach that person,
um, if you resonated with themand then, um, and then how many
times you have to reach themwith a good message and
[inaudible] and good content toget them from numbering who you
are and a non, not onlyremembering, um, but letting you
(21:32):
be part of the bidding processand have a seat at the table.
So like a good conversation or agood experience.
Like you can walk away[inaudible] like just having
confidence.
That was good.
Um, I mean there's all kinds ofdata right now, like especially
with, um,[inaudible] email anddigital.
(21:54):
It's like I said, seven, seventouch points before they even
like start to remember who youare.
Um, and that has to beconsistent.
Um, who knows if that's not thatnumber is even accurate anymore.
Um, and it just like how, howmany times do they have to see
your, your company, um, throughlike their needs, feed on social
(22:17):
and then email and then gettinga phone call and then, um,
direct mailer or, or eventuallyget into your website.
And then, um, and then I thinkeven if you do get onto your
website, like that has to be areally good experience too.
So, um, it just, it's thatbalance between, um, digital
(22:42):
getting harder and harder, um,but also more and more
important.
So it just, um, it's never,never gonna be an easy job.
Chris Bonney (22:53):
No, definitely not.
Hey, uh, Sara, quick questionfor you.
Just switching gears a littlebit to your websites
specifically.
So we've talked about sales andwe've talked about events and
you know, when it comes to yourwebsite and your send people
there, what, what's the scenarioby which you want someone to end
up at your site?
Um, and we can talk about howyou get them there in a minute,
(23:13):
but when people get there, whatare the calls to action?
What are the things that you'rehoping someone that comes to
your site actually, um, doeswhat, or are there a couple of
calls to action?
One specific thing you wantpeople to do?
Is it find information?
Sara Fay (23:27):
Yeah, I would say mainly find information.
Um, we're, I've told both of youwere in the process of redoing
our website right now.
Um, I, uh, I have some, um,specifically to just request a
quote for a project.
Um, I would say that, Mmm,probably the call to action,
(23:48):
like tied most to like actuallygetting a seat at the table, um,
and being able to bid on aproject.
But then, um, I guess from myperspective, uh, the goal of
getting someone to my website isjust to show our credibility,
show that we're backed by a bank, um, and then give insight into
(24:10):
, um, all the different types ofprojects that we can finance for
them.
So, um, we, we don't just domedical equipment, but we do
software.
Um, we do technology,renovations, expansions.
So yeah, like even if even if aperson thinks they might be
familiar with what they do, um,I think on the website having a
(24:33):
lot of content that actuallyshows what we do, um, may open
their eyes a little bit more.
[inaudible].
Chris Bonney (24:40):
Gotcha,
Sara Fay (24:41):
gotcha.
Chris Bonney (24:44):
Um, can you talk about search and how that
affects how people end up atyour site?
Oh, you doing SEO paid?
Uh, you know, what kind ofthings are you doing around
driving people to your site?
Sara Fay (24:54):
So I'd say that's an area we've kinda struggled with.
Um, just cause, and I touched onthis a little bit, but, um,
usually if you're a CFO, ahospital, um, you're a kind of a
more sophisticated buyer.
You're not like Googling how to[inaudible] how to finance
something.
(25:15):
Um, the other side of that that,uh, I forgot to mention is, um,
if someone's financing, like howdo I finance a certain type of
medical equipment?
Like usually it's a consumer, sousually it's someone[inaudible]
that needs help with their,there are medical bills to like
does it have the insurance or itdoesn't have the finances.
(25:37):
So if you take like the veryobvious search terms, like
that's not ever going to be whowe're, we're trying to reach.
So, um, I think that's why it'sbeen really challenging for us.
And again, like I said earlier,like I have no doubt in my mind
that CFR CFOs are using Google.
(25:58):
It just like, what exactly, likewhat are they typing into it?
Um, and then, uh, yeah, I wasgonna say what, what the way my
role is designed, um, you jumpinto it for a little bit and you
get interested and like tryingto, yeah.
(26:19):
Like figure it out for a while,but then you have like, you
still have to build your contentand go to conferences and, um,
work with the sales teams andplan events so you don't
[inaudible] it's hard to carveout enough time that you need to
actually like figure out whatthey're searching for.
Chris Bonney (26:40):
Yup.
Yeah.
And I, that is interesting too,because that's what we talk to
some of our clients about too.
They're in similar scenarios.
It's[inaudible] they're doingsomething on there and it might
not even be related to what youdo.
It might be in some peripheralway, but if we can find a way to
reach them there and, and bringthem over, right.
(27:03):
And there's some, you know, youneed to make sure you're, you're
being relevant and, and youknow, there's some nuance to
that approach, but that is thatthe question that we're trying
to ask the people that we'retrying to sell to, when they're
thinking about things like us,where are they going?
It might not be the mostintuitive keyword that you'd
think of off the cuff.
It could be something else.
So, um, yeah, absolutely.
(27:25):
Okay.
Zach Wilson (27:25):
Yeah.
And
Chris Bonney (27:26):
[inaudible]
Zach Wilson (27:27):
[inaudible] I mean, and just bringing that into the
other[inaudible] the otherchannels too, which is if you're
looking at, if you're looking atthings like social as well, you
know, fun finding things thatactually pop off the page,
right?
Like, I mean the[inaudible],whether it's, whether it's the,
(27:49):
I mean we talked about this too,I think offline was like
[inaudible][inaudible] thesystematic approach and the
balance of like the branded, uh,the branded profiles on LinkedIn
versus like the individualprofiles.
And you know, we're strugglingwith this on Friday with like
how things flow, right?
Like the, the, the utility ofthe branded profile and the
(28:10):
brand on, on LinkedIn is, is sofar down the list as compared to
, um, uh, some of the othersocial sites, Facebook and
Instagram specifically.
And those are, those have beenpropped up that the brand is,
the brand is the brand is numberone.
And I mean, we're strugglingwith this too in terms of just
(28:32):
having some awareness at thebrand level, right?
Because that's your, I mean,you're, you're B2B, we're
[inaudible], we're B2B as well.
So we're looking for thosepeople that are, that are on
there.
They're doing something.
Yeah.
You know,[inaudible] where's itcoming from?
Is it coming from your salesteam and their existing
relationships and their existingconnections?
(28:53):
Or is it coming from the brand?
Like who's following the companybrand?
Not probably not a CFO, right?
Like they're not gonna, they'renot going to be consuming that
stuff directly.
So it's like in social, where doyou, how do you actually reach
those, reach those, reach thosecompanies?
So yeah, it's interesting.
It's something we're strugglingwith too, so no matter how big
(29:17):
you are, the LinkedIn struggleexists.
Um, okay.
Well, uh, what w anything,anything else, uh, from your
perspective, uh, Sara that youwant to just, you the one thing,
actually, the one thing I wantedto bring back to was the last
thing I want to touch on.
You've touched on, we didn'treally flush it out.
(29:37):
What's the, um, which we'vetalked about before, uh, with,
with, with you offline with thesea.
And you mentioned today was theseasonality aspect of what you
do.
Mmm.
Can you[inaudible] talk aboutthat and like what are we
talking about?
Are we talking about, you know,winter there's, there's, there's
snow in the background of allthe videos or what, what are you
(29:59):
guys doing?
What's the season?
What are the seasonal, uh,aspects of, uh, of your buying
cycle?
Sara Fay (30:06):
Um, so those requests, uh, actually came from my sales
team and like I create themarketing plan year after year
and, and they just said, um, wereally want it more data
influencing like the marketingcampaign topics.
Um, and then, so I think where Istruggle a bit is like the
(30:28):
external data, um, because I, Ijust don't have the bandwidth or
the resources right now, um, toget good, like easy to
understand data that I can use,uh, for my marketing campaigns.
Um, but what I do have is accessto really, really great internal
data through sales force.
(30:49):
Mmm.
So this year, uh, I did go in,um, and I'd had an mapped out
like the months that we werewinning on different types of
projects.
So I found March was, um, kindof our month for medical
equipment where we were seeingthe most opportunities.
(31:10):
Um, I found, um, and I use kindof like a different theory for
all my different campaigns.
Um, yeah, I just saw somesuccess in the past from a
commercial card campaign.
We did, I'm sorry, I said why,why muscle is something that has
worked.
And then, um, I just mapped outtrying to have some kind of data
(31:31):
points, uh, to like validate whyI was doing, um, that particular
campaign topic, um, at that timeof year.
And then, um, so I think, Ithink it's a good start.
Um, I think are the internaldata like that I used, um, it's
fact, so it's coming fromsomewhere.
(31:52):
Um, and then what I tried to doa little bit more of is just get
like, um, like external data.
Uh, so we're, we're partnerswith the American hospital
association, so I got somereports from them.
Um, uh, but it would be nice tokind of understand the buying
(32:13):
cycle better of of one differenthospitals or are purchasing
different equipment andtechnology and software.
And like why they're doing it atthat time of year.
Zach Wilson (32:23):
That's, I think that's, that's fascinating.
That's really interesting.
Uh, that the seasonality aspectof it and where that, where that
this wasn't exactly, well theseasonality aspect, but where
that data comes from is there'sthis, I think there's this, when
you say the word data, that datahas to be, you know, this, you
(32:44):
have to do, you have to pourthrough these millions and
millions of record and come upwith some elegant pie graph or
bar graph to representsomething.
Right.
But I think you've, you've takenthat, yeah.
Right.
Uh, a step away from that andjust almost one, uh, sort of
anecdotal in terms of what you,you know, just looking at your
purchasing cycles, what yourcustomers are doing and the, I,
(33:07):
that's genius.
I think that's, that's amazing.
Um, it's really smart.
Uh, so that's a great, I thinkthat's a great takeaway for
people in general is it doesn't,you don't always have to have,
uh, you know, some websitereport or trend, social trending
report, but look at your, lookat your historical, your
historical data.
(33:27):
And what, when people are buyingand what they're doing and when
and why and how that matches upand then try and, uh, try and
make[inaudible], uh, make somemarketing, uh, do some marketing
against that.
And yeah, I think this issomething that we touch on every
once in a while too, which isjust, yeah, try and[inaudible]
which is sometimes a strugglethese days is just, you know,
(33:51):
just just being, um, just beingcreative and trying some
different things.
You know, right now you've donethis and you can try it and see
how it works and maybe, maybe ifmaybe you've stumbled on a whole
new, uh, strategy for theorganization.
Sara Fay (34:06):
Um, but yeah, I mean I love that too because I think a
lot of, sometimes peopleoverthink, like using data and I
mean, you can just start small,like try something out and then
like build momentum.
So I mean, I don't, I don'tthink you have to plan for years
and years and years to all of asudden launched this like huge
(34:29):
initiative.
Like, just start with a smallgroup or some small points and
then you can always build.
But
Chris Bonney (34:37):
yeah, that seems to be a recurring theme here,
doesn't it Zack?
Just get in and just start,start and it'll flush itself out
over time.
Hey, want to just, um, Zachary,Sara give you each a chance
before we wrap it up.
Is there any closing things youwant to say, Zach?
Um, before we do that?
Zach Wilson (34:56):
No, just thank you to Sara for setting aside the
time to talk with us.
I, I, uh, stumbled on somereally, uh, really interesting
things as we usually do.
We always come into these thingswith this outline and roadmap.
Then I looked back at myquestions and I'd ask one of
them.
Yeah, right.
Yeah, exactly.
(35:17):
I want to do one more thing, allthis other stuff
Chris Bonney (35:20):
and, and yeah.
And Sara, I will see if you haveanything else in closing want to
say, but I do also want to givethe URL of your website.
So it's first Americanhealthcare finance, it's the
acronym of that F a H f.com.
So that's where people can gocheck out website and see what
you're all about at the end ofthe day.
So with that, Sara, is thereanything you'd like to say in
(35:42):
closing before we wrap it up?
Sara Fay (35:45):
Um, no, just thanks for having me.
I mean, I thought we had a lotof really great conversation
too, so it's just fun stuff totalk about and
Chris Bonney (35:53):
yeah,
Sara Fay (35:54):
yeah, definitely enjoyed being on.
Chris Bonney (35:56):
Good.
Well, we appreciate you beingon.
This is the web marketinginsights podcast from Gulo
solutions.
Uh, thanks for everyone to, toeveryone for listening and we'll
catch you again real soon.
Uh, if you want to hit thesubscribe button below on
YouTube, that would be great.
Otherwise we will catch you nexttime.
Thanks everybody.
(36:16):
Hi everybody.
Thanks for checking out thepodcast today.
Uh, go to Gulo solutions.com tolearn more about us, subscribe
to our newsletter.
Uh, also if you can hitsubscribe on our channel here on
YouTube, uh, that would be greatas well.
Hi everybody.
This is Chris Bonney with GuloSolutions and this is web
marketing insights podcast.
Today we have with us as always,Zach Wilson, founder and CTO of
Gulo, and we have a very specialguest today, Sara Fay from first
American healthcare finance.
Sara, thanks so much for joiningus today.
Sara Fay (00:31):
Yeah.
Hi everyone.
Thank you so much for having me.
Chris Bonney (00:34):
It's really our pleasure.
So Zach, uh, today we're goingto talk about digital marketing
and how first American does it.
Sara is going to give us someinsights on what she's going to
continue to do, start doing,stop doing all of that kind of
stuff.
Um, did you want to talk anymore as a setup for leading into
today?
Um, and you know, do we want toget, uh, our first questions
(00:56):
over to Sara so we can learnmore as quickly as possible?
Zach Wilson (01:00):
Yeah, let's just, uh, let's, let's hand it off to
Sara to, uh, tell us a littlebit about what she does, uh, and
um, how they do it and what,what they do as a company as
well.
So, Mmm, Sara, tell us a littlebit about you.
Okay.
Sara Fay (01:17):
So I'm Sara[inaudible] , I'm vice president of
marketing at first Americanhealthcare finance.
Yeah.
My responsibilities are, uh,basically everything under the
entire marketing spectrum.
So that's our overall marketingstrategy, content development,
uh, conferences and events,association relationships, um,
(01:40):
all of our digital marketing,um, print, whatever.
So, uh, that all falls under myresponsibility.
Mmm.
And my company, first Americanprovides a equipment financing
and leasing for healthcareproviders.
So that can range anywhere fromvarious small independent
(02:00):
doctors groups all the way up to, um, billion and billion dollar
health systems.
Zach Wilson (02:08):
That's great.
That's that.
I don't know how you get anysleep.
It doesn't sound like you havevery much to do every single,
uh, every single channel iscovered with, uh, with your job.
What do you, uh, what, what'syour favorite channel for
marketing?
What do you, what's, what doyou, what do you love?
What's in terms of what you do?
What's your favorite one?
(02:28):
Content video.
Yeah,
Sara Fay (02:33):
with my role, I've done a little bit of everything
and I think that's kind of neatabout my role.
I get to, um, kind of dabble ina lot.
Uh, I love abundance.
Um, cause I feel like those arethe closest you can get to your
customer and just provide areally unique experience.
Um, we do video really well.
(02:54):
Uh, and digital is, um,obviously probably the most a
channel right now, but it's, um,from my perspective also one of
the hardest just because, uh,it's, it's very saturated and,
um, even though it's importantto get things online, it's also
very competitive.
(03:14):
And, and how do you get yourcontent to the right people?
Um, kind of where they are.
Yeah, yeah, yeah.
We, yeah, we, we even as a smallorganization struggle with that
as well.
And I think it speaks to thething that I thought was so
captivating about learning, uh,learning a bit about you and
what you guys are doing is thatwhether you're a 10 person
(03:39):
[inaudible] organization like usor a massive organization like
you guys in dealing with major,major, billion, multibillion
dollar budget hospitals with,you know, seven, eight figure
budgets for buying equipment,that there's a lot, there's a
lot to do.
And from a staff and resourceperspective, it was interesting
(04:02):
to hear how, how you guys tackleit too.
So, um, so I think what, what,what would be captivating to
people[inaudible] are listeningare probably like how you guys,
how you guys manage some of yourchannels[inaudible] uh, what
channels are, um, are reallygreat for you.
(04:23):
Uh, you talked about video, howyou guys using that, how are you
using that to engage yourcustomers, uh, top of the
funnel, bottom of the funnel,um, where, where that's taking
them.
Can you talk a little bit aboutthat?
So yeah, video first American.
(04:43):
Um, it's a really importantchannel for us.
Uh, we kinda have, um, some corevalues based on being technology
focused.
Um, industry focus.
We have great people, greatculture.
So when we create videos, um,kind of all that comes together,
uh, we'll go out to our clients,um, actually get into their
(05:06):
organization and film, um,patients film what they're
doing, how the equipment isbeing used.
Um, kind of the financing side,why they decided to go with
first American.
Um, and it just creates like areally, really neat story.
Um, some of them more fun oneshave been, uh, I've actually
(05:27):
been able to go into surgeriesand, um, film like[inaudible]
like ophthalmology equipmentbeing used, um, to remove
cataracts and stuff like that.
And it just, I mean, I think thehealthcare industry as a whole
is really interesting becauseMmm.
It's kind of very traditionaland solving a[inaudible]
(05:48):
challenges with medicalconditions, but it's also very
like technological Lee advanced.
Um, and you need to have theright and the right year a
technology in place to give thepatients the best care.
Mmm.
So I would say long story short,like our videos, um, actually
(06:08):
turn out really, really well andthey're, they're fun to watch.
They tell the story well.
Um, bye.
I would say, um, given thatthere are good content, like one
of my struggles is now that wehave these great videos, like
what do you do with them?
Um, and we obviously held themon the website.
We use them a bit for social, uh, but are a decision maker at a
(06:32):
lot of our, um, clients.
And prospects is a CFO at maybea major hospital and uh, it's,
it's an audience, um, or even anindividual person that is highly
sought out and um,[inaudible]and that's, I think that's the
marketing like puzzle for me.
(06:53):
Like I have some great content,but how do you got it?
Like to the actual person thatyou want to watch it.
[inaudible]
Zach Wilson (07:01):
yeah.
[inaudible] in the traditionalsense too.
It's, you know, talking to yourcustomer, a CFO at a hospital
what w yeah.
What affects their decisionmaking?
What's, what are their, youknow, getting down to there was
real, real pains, right.
And, and no, the empathy of thevideos, the video sound awesome
(07:24):
from a case study pantsstandpoint and humanizing
equipment financing, right?
Like, you know, bringing that tothe, the, uh, the operating room
and showing the success of someof the implication that I'm sure
some of those things can have interms of buying equipment for
hospitals and doing innovativecutting edge things and, and
(07:44):
that, but not, there's notreally a, but, but it is, but
like, then you're, it's reallylike the connection between that
and your actual customer, who'sthe CFO, who's, you know, I'm
being stereotypical here, but[inaudible] in their office,
just looking at spreadsheets andlooking at the numbers of this,
you know, like how much of, howmuch of the story actually
(08:07):
matters to a CFO.
You know, I'm, I'm not sayingthey're not human, like I'm sure
they, you know, they want to seethe successes play out, but
really like, what are their, youknow, what are their, at their
core of their decision makingprocess.
Yeah.
In terms of finding the companyto give them, you know, to write
them that whatever check,however big of those checks get,
um, can we get one of thosechecks?
(08:32):
Um, but yeah, so I don't, it's,it's kind of interesting
because, yeah, we, we deal withthis, we deal with this a lot
too with our, our customers.
And ultimately your, no, we'retrying to find what that pain
point is for the customer tohelp our clients connect with
that customer and fine and, andthen then the channels to really
(08:52):
speak to them about issues.
And it's,
Sara Fay (08:56):
it's, it's, it's, I mean, it's a big problem.
We talked about it offline.
Mmm.
You know, from an emailperspective, you know, they're,
you, you guys, in terms of youremail, um, and how you're using
that, you're, you're unsure of,of the power of that because of
the inundation of[inaudible][inaudible] email and how
competitive email is for those,uh, uh, those types of people,
(09:20):
whether or not 30,000, you know,as a CFO looking at email
marketing, um, from you guys,you know, do you guys though
those type of questions.
So where can you, where can youengage those?
But those, uh, those type ofcustomers in the, in the
different channels.
So what have you guys found intalking to your customers?
(09:42):
A sales team, I guess talking toyour sales team and them talking
to customers where, well, I meanw w well, what is the tipping
point for those?
Is that[inaudible] I mean, it'sthe relationships, right?
I mean, you guys have big salesteams, um, that are out in the
forest touching those buyers.
Yeah.
And actually not that big of asales team.
And so we have 12 that cover theUnited States, but it's a very
(10:08):
sales driven organization.
So they're always, um, alwaysdoing outbound efforts to try to
reach our target customer.
Um, but I think one of the, um,probably one of our biggest
competitors and, uh, and kind ofwhat we're trying to overcome is
just, um, just like change.
(10:30):
So if, if a hospital CFO hasn't,at least in the past or pays
cash, um, or hasn't worked withus before, like in order to work
with us, they have to dosomething differently.
And then, so, um, we have avery, very long sales cycle, um,
and it just trying to, um, canyou tenue to reach them with,
(10:54):
um, kind of all aspects of ourvalue prop and just showing them
that they, it would be worth itto, um, kinda do something
differently and do somethingthey haven't done in the past
and just give us a chance andwork with us.
So I think that's, uh, that'sfunny.
We sort of stumbled on the salesteam.
We weren't actually, they'regoing to talk about them, but it
(11:16):
reminds me that from a marketingperspective, uh, you know, part
of your job is supporting sales,right?
Your, your, your job is to maketheir job easier so that when
they're okay doing theiroutbound, that they're doing
their outbound further down thefunnel.
Right.
It's, everything isn't cold.
(11:37):
Everything is a nice cold.
So what do you w in terms ofthat relationship, what do you,
do you guys do anything that youfeel is like really successful
or works really well or that youthink you needed to work on in
terms of like augmenting orhelping your sales team?
Yup.
Better[inaudible] contentmarketing on the website,
(11:59):
whether it's a, you know, betterinside sales or warmer, warmer
leads to get to them.
Okay.
Talk about that in the digitalsense and that relationship.
Yeah.
Um, so I think one thing to keepin mind is that a lot of our,
um, a lot of our sales peoplehave been in the seat for a long
(12:20):
time and there's really not thatmany, um, hospitals and health
systems in the nation.
Um, so they know who they are,prospects are and they keep
calling on them throughout theyear.
Um, so in Mark had I, it's kindof my job okay.
To keep things fresh and keepthings relevant.
And then, um, so then, uh, Iwould say, um, my role is almost
(12:46):
like a two step process, likefirst marketing internally to
say all is getting them tounderstand what content I'm
providing to them.
Uh, and then, um, and then theyenter in like pass it along to
their prospects or whoever itmight be relevant to.
Um, I think what that wholeprocess, uh, we're just trying
(13:06):
to get better and better, um, atkind of using data to like drive
what topics we're doing and whatwould be irrelevant at that time
of year.
Um, and I think we've gottenpretty good good at it from an
internal standpoint.
So I'm looking at all the datathat's, uh, within sales force
and our CRM and trying to, um,yeah, that to guide, um, like
(13:32):
some seasonality to our campaigntopics.
Uh, but an area I think we'restill struggling with, um, is
external data.
So kind of the unknown and whatwe don't have, um, recorded in
our database.
So it's just like a[inaudible]cold prospect that we've never
(13:52):
talked to.
We don't know anything aboutthem.
Like, how do they, how do weknow why topics are interesting
to them?
Um, kind of where they're goingon the wild, what their routine
is for what they're searchingfor.
Stuff like that.
Right, right.
Yeah.
Good.
I mean, this is like deep diveindustry specific, key word,
(14:13):
research and[inaudible].
I mean today I got to imaginesomeone in this level two,
whether it's[inaudible] the CFOor more likely probably someone
is tasked with trying to findpeople that are, yeah, we need
to buy an MRI machine, whatever.
(14:35):
How can we do this?
The C CFO knows this, right?
But how does he, how does he,how does he get, uh, some
qualified people in front ofhim?
Either he's doing the homeworkor someone below him is tasked
with the homework of building ashort list to do that.
So the question then becomes, iswhat are they looking at?
(14:56):
What are they looking for?
So, uh, that, uh, that would be,I dunno if you guys have done
that, but that would be kind ofinteresting from a, um, just
surveying some of your existingrelationships.
You're the, you know, you'retalking about the CFOs, but are,
are they, are they shopping ortasking some of this shortlist
stuff out?
Is there someone under them thatare R D is doing the homework?
(15:18):
I don't know, doing thatresearch well[inaudible] like
from my perspective, I thinkit's a really interesting role
because, um, they're not,they're not on Google searching.
Like, how do I finance an MRImachine and because they know it
and if the F the provider iscredit worthy, where are they?
(15:39):
They have a whole list of, um,different financial services
organizations that could helpthem out or they could just pay
cash.
Um,[inaudible] but I think thechallenge with my role is that
even though they're not likedirectly searching for how do I
finance medical equipment, um,they are on Google searching for
(16:01):
something.
I mean, everybody uses Googleright now.
So kind of the challenge I haveis trying to think about F if
I'm a CFO in that role, I knowI'm not, um, searching the
basic, like, how do I financethis?
But, but like what would I besearching for?
And Mmm.
(16:22):
And I think that's where it getslike, um, just like a little
more sophisticated and, uh, kindof, um, why, what are they
interested in that they're justlooking up from a day to day?
Yeah.
Yeah.
I think it, yeah, there'scertainly a level of
sophistication and, and researchthere.
But there, there's also, youknow, being creative with what,
(16:46):
what those, what those peopleand their actual buying journey.
Yeah.
Leasing journey looks likefinancing journey looks like.
Um, and you know, having thesestrategies and these tactics
abstracted away from your day today, right?
Like we're all, we're all guiltyof this in some way of just
getting into the grind of, okay,doing a newsletter or writing a
(17:10):
writing a content piece, right.
[inaudible] but high, highlevel.
Yeah.
You know, what do we, what arewe doing tactically to Mmm.
To, you know, reach this goaland what are the strategies that
are in place to bring us to thisgoal?
You know, and you've got yes,multichannel, you've got these
multichannel efforts, but how dothese all actually talk back up
(17:35):
to our top level goal and matchback up to our top level goal?
And that's kind of some, I mean,for small organizations and even
large and nations people get,people get lost in that we're
doing, uh, we're doing quiet.
We're doing quite a few of rightnow with people are just like, I
mean, we've got a client rightnow.
They've got, I dunno, theyprobably got like, they've got
(17:56):
like five people on theirmarketing team that bet an
entire marketing team.
[inaudible] they're just, theydon't know what the[inaudible] I
mean, they're, they're justdoing all this stuff all in
these different lanes and it'snot all coming together,
matching up to the top levelgoal, whatever, whatever the top
level goal is.
And so it's, it's, you know,it's, it's kind of being
(18:18):
[inaudible] stepping in and, andsaying, yeah, maybe that sort of
CMO role, but shaping a vision,saving a strategy just so that
they can, yeah.
Have these ideas too.
Mandate to, Hey, email team,here's what we're trying to do.
Yeah, match this back up.
Hey, social team, Hey contentteam.
(18:38):
Hey video team it podcast team.
This, this example that I'mtalking about has all of those
channels and they have teams andall of those channels, but
[inaudible] are all doingdifferent things.
They're all sending differentmessages and they've got like
four audiences and they don'teven know like who they're,
they're, they're just, theydidn't have no strategy of who
they're talking to and howthey're talking to those people.
(18:58):
And, um, and ultimately that,you know, that's really
important because you're talkingabout too is[inaudible] the
CMOs, what is, what is, what istheir user journey look like?
Where are, where are they, whereare they consuming?
Where are they getting thisimpression?
I mean, you guys are, I'mguessing you guys go to, I dunno
, you, you showed me or, uh,your event calendar this year.
(19:20):
You're at like some, somethingridiculous like 30 of us 30
association trade shows thisyear.
Um, and so you're, you're,you're, your place in the
marketplace from an awarenessperspective and visibility
perspective is, I'm guessingit's gotta be pretty high,
right?
Like does that, um, I mean, isthere anyone that's more visible
(19:41):
in your space, specifically yourhealthcare space than you guys
or no?
[inaudible] well, I mean thereis bigger bang.
Um, and we were owned by a, alarge bank.
We're owned by city national,which is owned by RBC.
(20:02):
Um, by we, uh, we're about a 250person company.
So, uh, we operateindependently.
Um, I would say specifically in,in the healthcare space, um,
there probably is no, uh, noother, a competitor of ours that
is as visible and as out therein the industry.
(20:24):
Um, and that's, that's why Ilike events and I like
conferences cause at least stepMmm.
At least, you know, if you gotthere and talk to the person you
wanted to talk to, like you didit and you made that connection.
And, um, I think, I don't know,I just think marketing, um, it's
like a really neat role rightnow because you have, I like
(20:48):
that end of the spectrum where,um, you did your job and you
connected with a person, um,and, and you can walk away
saying, um, I made the most Icould out of that event.
And then you have the wholedigital side where, and I guess
I guess tools are getting betterand better now, but it's more I
(21:09):
would say of a mystery of if youactually did reach that person,
um, if you resonated with themand then, um, and then how many
times you have to reach themwith a good message and
[inaudible] and good content toget them from numbering who you
are and a non, not onlyremembering, um, but letting you
(21:32):
be part of the bidding processand have a seat at the table.
So like a good conversation or agood experience.
Like you can walk away[inaudible] like just having
confidence.
That was good.
Um, I mean there's all kinds ofdata right now, like especially
with, um,[inaudible] email anddigital.
(21:54):
It's like I said, seven, seventouch points before they even
like start to remember who youare.
Um, and that has to beconsistent.
Um, who knows if that's not thatnumber is even accurate anymore.
Um, and it just like how, howmany times do they have to see
your, your company, um, throughlike their needs, feed on social
(22:17):
and then email and then gettinga phone call and then, um,
direct mailer or, or eventuallyget into your website.
And then, um, and then I thinkeven if you do get onto your
website, like that has to be areally good experience too.
So, um, it just, it's thatbalance between, um, digital
(22:42):
getting harder and harder, um,but also more and more
important.
So it just, um, it's never,never gonna be an easy job.
Chris Bonney (22:53):
No, definitely not.
Hey, uh, Sara, quick questionfor you.
Just switching gears a littlebit to your websites
specifically.
So we've talked about sales andwe've talked about events and
you know, when it comes to yourwebsite and your send people
there, what, what's the scenarioby which you want someone to end
up at your site?
Um, and we can talk about howyou get them there in a minute,
(23:13):
but when people get there, whatare the calls to action?
What are the things that you'rehoping someone that comes to
your site actually, um, doeswhat, or are there a couple of
calls to action?
One specific thing you wantpeople to do?
Is it find information?
Sara Fay (23:27):
Yeah, I would say mainly find information.
Um, we're, I've told both of youwere in the process of redoing
our website right now.
Um, I, uh, I have some, um,specifically to just request a
quote for a project.
Um, I would say that, Mmm,probably the call to action,
(23:48):
like tied most to like actuallygetting a seat at the table, um,
and being able to bid on aproject.
But then, um, I guess from myperspective, uh, the goal of
getting someone to my website isjust to show our credibility,
show that we're backed by a bank, um, and then give insight into
(24:10):
, um, all the different types ofprojects that we can finance for
them.
So, um, we, we don't just domedical equipment, but we do
software.
Um, we do technology,renovations, expansions.
So yeah, like even if even if aperson thinks they might be
familiar with what they do, um,I think on the website having a
(24:33):
lot of content that actuallyshows what we do, um, may open
their eyes a little bit more.
[inaudible].
Chris Bonney (24:40):
Gotcha,
Sara Fay (24:41):
gotcha.
Chris Bonney (24:44):
Um, can you talk about search and how that
affects how people end up atyour site?
Oh, you doing SEO paid?
Uh, you know, what kind ofthings are you doing around
driving people to your site?
Sara Fay (24:54):
So I'd say that's an area we've kinda struggled with.
Um, just cause, and I touched onthis a little bit, but, um,
usually if you're a CFO, ahospital, um, you're a kind of a
more sophisticated buyer.
You're not like Googling how to[inaudible] how to finance
something.
(25:15):
Um, the other side of that that,uh, I forgot to mention is, um,
if someone's financing, like howdo I finance a certain type of
medical equipment?
Like usually it's a consumer, sousually it's someone[inaudible]
that needs help with their,there are medical bills to like
does it have the insurance or itdoesn't have the finances.
(25:37):
So if you take like the veryobvious search terms, like
that's not ever going to be whowe're, we're trying to reach.
So, um, I think that's why it'sbeen really challenging for us.
And again, like I said earlier,like I have no doubt in my mind
that CFR CFOs are using Google.
(25:58):
It just like, what exactly, likewhat are they typing into it?
Um, and then, uh, yeah, I wasgonna say what, what the way my
role is designed, um, you jumpinto it for a little bit and you
get interested and like tryingto, yeah.
(26:19):
Like figure it out for a while,but then you have like, you
still have to build your contentand go to conferences and, um,
work with the sales teams andplan events so you don't
[inaudible] it's hard to carveout enough time that you need to
actually like figure out whatthey're searching for.
Chris Bonney (26:40):
Yup.
Yeah.
And I, that is interesting too,because that's what we talk to
some of our clients about too.
They're in similar scenarios.
It's[inaudible] they're doingsomething on there and it might
not even be related to what youdo.
It might be in some peripheralway, but if we can find a way to
reach them there and, and bringthem over, right.
(27:03):
And there's some, you know, youneed to make sure you're, you're
being relevant and, and youknow, there's some nuance to
that approach, but that is thatthe question that we're trying
to ask the people that we'retrying to sell to, when they're
thinking about things like us,where are they going?
It might not be the mostintuitive keyword that you'd
think of off the cuff.
It could be something else.
So, um, yeah, absolutely.
(27:25):
Okay.
Zach Wilson (27:25):
Yeah.
And
Chris Bonney (27:26):
[inaudible]
Zach Wilson (27:27):
[inaudible] I mean, and just bringing that into the
other[inaudible] the otherchannels too, which is if you're
looking at, if you're looking atthings like social as well, you
know, fun finding things thatactually pop off the page,
right?
Like, I mean the[inaudible],whether it's, whether it's the,
(27:49):
I mean we talked about this too,I think offline was like
[inaudible][inaudible] thesystematic approach and the
balance of like the branded, uh,the branded profiles on LinkedIn
versus like the individualprofiles.
And you know, we're strugglingwith this on Friday with like
how things flow, right?
Like the, the, the utility ofthe branded profile and the
(28:10):
brand on, on LinkedIn is, is sofar down the list as compared to
, um, uh, some of the othersocial sites, Facebook and
Instagram specifically.
And those are, those have beenpropped up that the brand is,
the brand is the brand is numberone.
And I mean, we're strugglingwith this too in terms of just
(28:32):
having some awareness at thebrand level, right?
Because that's your, I mean,you're, you're B2B, we're
[inaudible], we're B2B as well.
So we're looking for thosepeople that are, that are on
there.
They're doing something.
Yeah.
You know,[inaudible] where's itcoming from?
Is it coming from your salesteam and their existing
relationships and their existingconnections?
(28:53):
Or is it coming from the brand?
Like who's following the companybrand?
Not probably not a CFO, right?
Like they're not gonna, they'renot going to be consuming that
stuff directly.
So it's like in social, where doyou, how do you actually reach
those, reach those, reach thosecompanies?
So yeah, it's interesting.
It's something we're strugglingwith too, so no matter how big
(29:17):
you are, the LinkedIn struggleexists.
Um, okay.
Well, uh, what w anything,anything else, uh, from your
perspective, uh, Sara that youwant to just, you the one thing,
actually, the one thing I wantedto bring back to was the last
thing I want to touch on.
You've touched on, we didn'treally flush it out.
(29:37):
What's the, um, which we'vetalked about before, uh, with,
with, with you offline with thesea.
And you mentioned today was theseasonality aspect of what you
do.
Mmm.
Can you[inaudible] talk aboutthat and like what are we
talking about?
Are we talking about, you know,winter there's, there's, there's
snow in the background of allthe videos or what, what are you
(29:59):
guys doing?
What's the season?
What are the seasonal, uh,aspects of, uh, of your buying
cycle?
Sara Fay (30:06):
Um, so those requests, uh, actually came from my sales
team and like I create themarketing plan year after year
and, and they just said, um, wereally want it more data
influencing like the marketingcampaign topics.
Um, and then, so I think where Istruggle a bit is like the
(30:28):
external data, um, because I, Ijust don't have the bandwidth or
the resources right now, um, toget good, like easy to
understand data that I can use,uh, for my marketing campaigns.
Um, but what I do have is accessto really, really great internal
data through sales force.
(30:49):
Mmm.
So this year, uh, I did go in,um, and I'd had an mapped out
like the months that we werewinning on different types of
projects.
So I found March was, um, kindof our month for medical
equipment where we were seeingthe most opportunities.
(31:10):
Um, I found, um, and I use kindof like a different theory for
all my different campaigns.
Um, yeah, I just saw somesuccess in the past from a
commercial card campaign.
We did, I'm sorry, I said why,why muscle is something that has
worked.
And then, um, I just mapped outtrying to have some kind of data
(31:31):
points, uh, to like validate whyI was doing, um, that particular
campaign topic, um, at that timeof year.
And then, um, so I think, Ithink it's a good start.
Um, I think are the internaldata like that I used, um, it's
fact, so it's coming fromsomewhere.
(31:52):
Um, and then what I tried to doa little bit more of is just get
like, um, like external data.
Uh, so we're, we're partnerswith the American hospital
association, so I got somereports from them.
Um, uh, but it would be nice tokind of understand the buying
(32:13):
cycle better of of one differenthospitals or are purchasing
different equipment andtechnology and software.
And like why they're doing it atthat time of year.
Zach Wilson (32:23):
That's, I think that's, that's fascinating.
That's really interesting.
Uh, that the seasonality aspectof it and where that, where that
this wasn't exactly, well theseasonality aspect, but where
that data comes from is there'sthis, I think there's this, when
you say the word data, that datahas to be, you know, this, you
(32:44):
have to do, you have to pourthrough these millions and
millions of record and come upwith some elegant pie graph or
bar graph to representsomething.
Right.
But I think you've, you've takenthat, yeah.
Right.
Uh, a step away from that andjust almost one, uh, sort of
anecdotal in terms of what you,you know, just looking at your
purchasing cycles, what yourcustomers are doing and the, I,
(33:07):
that's genius.
I think that's, that's amazing.
Um, it's really smart.
Uh, so that's a great, I thinkthat's a great takeaway for
people in general is it doesn't,you don't always have to have,
uh, you know, some websitereport or trend, social trending
report, but look at your, lookat your historical, your
historical data.
(33:27):
And what, when people are buyingand what they're doing and when
and why and how that matches upand then try and, uh, try and
make[inaudible], uh, make somemarketing, uh, do some marketing
against that.
And yeah, I think this issomething that we touch on every
once in a while too, which isjust, yeah, try and[inaudible]
which is sometimes a strugglethese days is just, you know,
(33:51):
just just being, um, just beingcreative and trying some
different things.
You know, right now you've donethis and you can try it and see
how it works and maybe, maybe ifmaybe you've stumbled on a whole
new, uh, strategy for theorganization.
Sara Fay (34:06):
Um, but yeah, I mean I love that too because I think a
lot of, sometimes peopleoverthink, like using data and I
mean, you can just start small,like try something out and then
like build momentum.
So I mean, I don't, I don'tthink you have to plan for years
and years and years to all of asudden launched this like huge
(34:29):
initiative.
Like, just start with a smallgroup or some small points and
then you can always build.
But
Chris Bonney (34:37):
yeah, that seems to be a recurring theme here,
doesn't it Zack?
Just get in and just start,start and it'll flush itself out
over time.
Hey, want to just, um, Zachary,Sara give you each a chance
before we wrap it up.
Is there any closing things youwant to say, Zach?
Um, before we do that?
Zach Wilson (34:56):
No, just thank you to Sara for setting aside the
time to talk with us.
I, I, uh, stumbled on somereally, uh, really interesting
things as we usually do.
We always come into these thingswith this outline and roadmap.
Then I looked back at myquestions and I'd ask one of
them.
Yeah, right.
Yeah, exactly.
(35:17):
I want to do one more thing, allthis other stuff
Chris Bonney (35:20):
and, and yeah.
And Sara, I will see if you haveanything else in closing want to
say, but I do also want to givethe URL of your website.
So it's first Americanhealthcare finance, it's the
acronym of that F a H f.com.
So that's where people can gocheck out website and see what
you're all about at the end ofthe day.
So with that, Sara, is thereanything you'd like to say in
(35:42):
closing before we wrap it up?
Sara Fay (35:45):
Um, no, just thanks for having me.
I mean, I thought we had a lotof really great conversation
too, so it's just fun stuff totalk about and
Chris Bonney (35:53):
yeah,
Sara Fay (35:54):
yeah, definitely enjoyed being on.
Chris Bonney (35:56):
Good.
Well, we appreciate you beingon.
This is the web marketinginsights podcast from Gulo
solutions.
Uh, thanks for everyone to, toeveryone for listening and we'll
catch you again real soon.
Uh, if you want to hit thesubscribe button below on
YouTube, that would be great.
Otherwise we will catch you nexttime.
Thanks everybody.
(36:16):
Hi everybody.
Thanks for checking out thepodcast today.
Uh, go to Gulo solutions.com tolearn more about us, subscribe
to our newsletter.
Uh, also if you can hitsubscribe on our channel here on
YouTube, uh, that would be greatas well.
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