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Recent episodes
HMPS26 Recap
May 8, 2026
Unknown duration
Epic Marketing Services
Apr 10, 2026
Unknown duration
Paid Media Trends: Political Season
Mar 26, 2026
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Paid Media Trends: YouTube in Healthcare
Mar 20, 2026
Unknown duration
Healthcare Marketing Agencies: A Shopper’s Guide
Mar 13, 2026
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| Date | Episode | Description | Length | ||||||
|---|---|---|---|---|---|---|---|---|---|
| 5/8/26 |  HMPS26 Recap | 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: jenny@hedyandhopp.comLinkedIn: https://www.linkedin.com/in/jennybristow/Connect with Marissa:Email: marissa.gurrister@hedyandhopp.comLinkedIn: 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. | — | ||||||
| 4/10/26 |  Epic Marketing Services | 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: jenny@hedyandhopp.comLinkedIn: https://www.linkedin.com/in/jennybristow/Connect with Brandon:Email: brandon.hallman@hedyandhopp.comLinkedIn: 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. | — | ||||||
| 3/26/26 |  Paid Media Trends: Political Season | 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: jenny@hedyandhopp.comLinkedIn: https://www.linkedin.com/in/jennybristow/Connect with Miranda:Email: miranda.ochsner@hedyandhopp.com 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. | — | ||||||
| 3/20/26 |  Paid Media Trends: YouTube in Healthcare | 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: jenny@hedyandhopp.comLinkedIn: https://www.linkedin.com/in/jennybristow/Connect with Miranda:Email: miranda.ochsner@hedyandhopp.com 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. | — | ||||||
| 3/13/26 |  Healthcare Marketing Agencies: A Shopper’s Guide | 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: jenny@hedyandhopp.comLinkedIn: 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. | — | ||||||
| 2/27/26 |  AI Usage in Healthcare Marketing: Case Study | 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: jenny@hedyandhopp.comLinkedIn: 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. | — | ||||||
| 1/23/26 |  AI Adoption with Content Marketing: The Good, the Bad, and the Practical | 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: jenny@hedyandhopp.comLinkedIn: 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. | — | ||||||
| 1/16/26 |  Epic UTM Connect | 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: jenny@hedyandhopp.comLinkedIn: https://www.linkedin.com/in/jennybristow/Connect with Mark:Email: mark.brandes@hedyandhopp.com 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. | — | ||||||
| 12/12/25 |  The Digital Domino Disaster | 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: jenny@hedyandhopp.comLinkedIn: https://www.linkedin.com/in/jennybristow/Connect with Suzie:Email: suzie.schmitt@hedyandhopp.comLinkedIn: 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. | — | ||||||
| 11/14/25 |  HCIC 2025: Doing More with Less & Other Key Takeaways | 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: jenny@hedyandhopp.comLinkedIn: https://www.linkedin.com/in/jennybristow/Connect with Marissa:Email: marissa.gurrister@hedyandhopp.com LinkedIn: https://www.linkedin.com/in/marissa-gurrister/ Connect with Shelby:Email: shelby.auer@hedyandhopp.com LinkedIn: https://www.linkedin.com/in/shelby-wanne/ Connect with Abby:Email: abby.davis@hedyandhopp.com 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. | — | ||||||
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| 10/24/25 |  Navigating Ad Restrictions in Healthcare Marketing | 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: jenny@hedyandhopp.comLinkedIn: https://www.linkedin.com/in/jennybristow/Connect with Lindsey:Email: lindsey.brown@hedyandhopp.com 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. | — | ||||||
| 10/17/25 |  SHSMD Connections 2025 Recap | 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: jenny@hedyandhopp.comLinkedIn: https://www.linkedin.com/in/jennybristow/Connect with Brenda:Email: brenda.cross@hedyandhopp.com LinkedIn: https://www.linkedin.com/in/brendaecross/ Connect with Marissa:Email: marissa.gurrister@hedyandhopp.com 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. | — | ||||||
| 10/3/25 |  AI Search & Personas: Shaping Your Content Strategy to Meet Patient Needs | 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: jenny@hedyandhopp.comLinkedIn: 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. | — | ||||||
| 9/26/25 |  The First Marketing Agency with Epic-Certified Team Members | 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: jenny@hedyandhopp.comLinkedIn: 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. | — | ||||||
| 9/19/25 |  Influencer Marketing in Healthcare | 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: jenny@hedyandhopp.comLinkedIn: 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. | — | ||||||
| 8/29/25 |  Creating a Vibe for Your Video Calls | 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: jenny@hedyandhopp.comLinkedIn: 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. | — | ||||||
| 8/22/25 |  Value of a Presence on LinkedIn for Marketers | 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: jenny@hedyandhopp.comLinkedIn: 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. | — | ||||||
| 8/8/25 |  Our Year of Evolution for Practice Marketing | 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: jenny@hedyandhopp.comLinkedIn: 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. | — | ||||||
| 8/1/25 |  Activating a Brand | 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: jenny@hedyandhopp.comLinkedIn: 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. | — | ||||||
| 7/25/25 |  Elements of a Successful Brand | 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: jenny@hedyandhopp.comLinkedIn: 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. | — | ||||||
| 7/18/25 |  Let’s Talk Practice Marketing (Welcome Back Abby!) | 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: jenny@hedyandhopp.comLinkedIn: 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. | — | ||||||
| 7/11/25 |  Top 4 Themes with Healthcare Marketing Executives | 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: jenny@hedyandhopp.comLinkedIn: 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. | — | ||||||
| 6/27/25 |  High-Performing Creative in Healthcare Marketing | 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: jenny@hedyandhopp.comLinkedIn: 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. | — | ||||||
| 6/20/25 |  High-Performing Content in Healthcare Marketing | 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: jenny@hedyandhopp.comLinkedIn: 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. | — | ||||||
| 6/13/25 |  Reputation Management's Impact on SEO & GEO | 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: jenny@hedyandhopp.comLinkedIn: 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. | — | ||||||
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