Jess Mahanes

Thank you for having me on The Marketing Girly, Natalie Peters! I had a great time sharing my story from PR agency life to VP of Brand Marketing at CorePower Yoga, talking about the power of community experiences, some of my favorite brand love moments and partnerships, and more. You can check out the episode here: https://lnkd.in/gDkzednx

94

22 Comments

I’ve been doing thought leadership strategy, writing and editing for close to 20 years for clients in and beyond healthcare. Bylines, books, keynotes, social posts and podcasts, an entire editorial platform for athenahealth. Ironically, I’ve always had some unease around the notion of “thought leadership.” At its worst, it’s a thinly veiled PR hack rather than a sincere effort to communicate and advance understanding. Thus, the noise. At its best? In a recent email exchange a client asked me, “What makes for great thought leadership?” I shot from the hip: 1. Have something to say about something that matters. 2. Take a position, and don’t be afraid to poke some bears. 3. Make it a conversation, not a lecture. 4. Be clear about who you’re conversing with. Adjust message and tone accordingly. 5. Marshal original data to reframe and stimulate discussion. 6. Tell stories of real people and their lives. Facts and data only get you so far. 7. Dear God, don’t involve a committee. 8. Invite action and response, even if it’s just “pay attention” or “think differently.” 9. Get it done and get it out before the conversation moves on. 10. ? What did I miss? cc some pros Gale PryorSamantha ByrneEmily F PetersJosh GrayCourtney Kraemer McLeodJohn HallockElizabeth KelloggElizabeth MussonJake MazankeJonathan Bush

73

52 Comments

Marketers: If you're concerned your campaign is off-brand...it probably is. Surely you've seen this in the wild... 😑 The voice doesn't match the audience. 🙅‍♀️ The topic has little to do with the brand's personality. 😬 The campaign has a cringey, off-base, or unexpected tone. Imagine, "Check your monthly Medicare statement, no cap." If you don't speak up, you'll be experiencing this: 🤦‍♀️ See something, say something. Keep your hard work on-brand! ⚡ #onbrand #branding #marketing #marketingcommunications #marketingcampaign #brand

11

Hiring for a Director of Engagement Marketing to build Hazel’s engagement and product marketing function from zero (well, 0.25!) to one. Know anyone who fits the bill? Send 'em my way! 🙏 #1: The problem this role is focused on solving:  Over 4 million K-12 students are eligible for Hazel Health’s services, at no cost to their families — and an estimated 600,000 of them have mental healthcare needs that are *not* getting treated today. We’re looking for a curious and critical thinker to lead Hazel’s efforts to connect these children to the care they need, and stem the tide of the growing youth mental health crisis. #2: Who we're looking for: A “general athlete” with a specialized background — bringing expertise in customer engagement and omni-channel lifecycle marketing to Hazel, ideally in a healthcare context (bonus points for a B2B2C model). • You're unquenchably curious. Complex industries, topics, and personas fascinate you, and you have a knack for explaining them to others in simple terms.  • You’re self-directed, with an innate propensity to create order and drive to decisions in unstructured environments.  • You feel excited (rather than overwhelmed) by ambiguity — and feel comfortable building entirely new playbooks, frameworks, and systems (not just running existing ones).  • You are a crisp, compelling storyteller — with a keen instinct for audience-specific value prop identification and positioning, as well as an eye for copywriting and design. • You love making sense of data, and separating the signal from the noise. While you may not be a math whiz (but, great if you are!), you're not intimidated by data or spreadsheets, and can appreciate a good pivot table. You’re able to partner with analytics teams by (a) asking the right questions, and (b) making sense of multiple (sometimes disparate) datasets — recognizing patterns and extracting salient insights to get to the “so what.” https://lnkd.in/epdtFcEZ

53

5 Comments

Jane Sarasohn-Kahn shares great insight into the 2024 Edelman Trust Barometer special report on trust and health. If you're looking to improve trust in healthcare, the upcoming #AHIP2024 panel Jane mentions will be right up your alley. #healthequity #healthandtrust

3

Love this outline from Richard King at the Product Marketing Alliance detailing how to define roles and responsibilities of a competitive intelligence program! #pma #pm #pmm #marketing #product #productmarketing #productmanagement #competition #competitiveintelligence #competitiveprogram #competitiveintelligenceprogram

5

*This is NOT a paid ad.* Next up in my series highlighting oral health companies who kill it in both brand AND product: Stimmie What I know is that in 2024 success isn't just about having a great product at the perfect price point -- instead, it's about the story, voice and culture around it -- THE BRAND. Reminder: This series is not paid ads. Yes, the companies I'm featuring are at all stages of product and company growth. And no, not all are available in the US market yet. A while back I met a beautiful powerhouse named Stephanie Nightingale, founder of Stimmie, and have been fortunate to witness the growth of her company which just officially launched one month ago! Call it a new-school reusable toothpick or a high-end modern rubber tip stimulator that your gingiva will love (three cheers from hygienists everywhere), what I really like about it is that though this is the flagship product in whatever eventual line is to come, the Stimmie team has already created a memorable and strong voice and culture around the brand. The voice, culture and brand is one that I'm not sure dentistry has ever seen before. On a product evaluation note, I've seen it all. I've tried it all. There's plenty of products that I have high hopes for which leave me wanting. But this...this I've had for 10 days, and I've happily used it every day. There's an addicting quality about it that I'm pretty sure our patients will also discover. The best I can say is that it's something about the balance of the handle, the smoothness of the design, and the reassurance that I won't walk around with rocket stuck between 11 & 12 (a nightmare all dental professionals routinely have). There's something about Stimmie. The fact is, Stimmie leaves me wanting more. Way to go, Steph! Check it out here: https://lnkd.in/gTpq6fPg

35

9 Comments

It's been pretty cool to build a framework for PMM over the last couple months. I wanted to share 4 steps and 3 key questions I use as a north star to make sure what I'm researching and what I'm writing are going to make a difference. 1) Don't assume you know. Real data (even incomplete data) can verify what you thought or totally surprise you. 2) First question - Are you solving real problems for your customers? You'll find out quickly if they don't care enough. 3) Second question - Are you really better than the competition? Be specific. 4) Third question - Can you prove it? Outcomes matter.

15

Still buzzing from Swaay.Health Live 2024! A huge thanks to Colin Hung and the recent article for the reminder to share some takeaways - albeit weeks after the event. (My task list ran away from me 😜). Back in my colorful home office, soaking up the rays from the sun, I'm now laser-focused on refining my #contentstrategy. The Swaay.Health Marketing Community offered a wealth of actionable advice to combat changing algorithms and ways that I can optimize content for my organization. The best part? The insightful conversations between sessions! The willingness to connect and share truly made the experience invaluable. From organizing and optimizing funnel content to maximizing best practices for #SEO, the advice that can actually be implemented vs. theorized is unmatched! Read more about what other marketers (including me!) had to say ➡ https://lnkd.in/eJsexkjC #PandaProud #productmarketing #contentmarketing

15

2 Comments

Roon's most recent launch, Roon Fertility, is an exciting one. If you're navigating a fertility journey, or are even fertility curious, I encourage you to check it out! It's a labor of love that brings you trusted responses to any question – all through short-form videos and AI instant answers, powered by fertility experts. From the very basics (Should I freeze my eggs? What factors impact male fertility?) to the most specific (Can I do PGT-M to select embryos without the BRCA mutation?). Personally, it's been a dream to work with my childhood idol (and name twin), Olympian Tara Lipinski, to bring this to life. Check out this People article on why she's passionate about Roon: https://lnkd.in/e3BpxgdY & join Roon for free at roon.com

64

5 Comments

We have to do better! #healthequity #glp1... Black Americans have long had higher than average rates of chronic disease, for reasons that include disparities in income and education; less access to health insurance, housing, healthy food; and the “weathering” of racism-related stress. According to federal health data, 12% of non-Hispanic Black adults had diagnosed diabetes in 2021, a rate surpassed only by American Indians and Alaska Natives; non-Hispanic Black adults have the highest rates of obesity, based on body mass index, at nearly 50%. Recent studies, though, found that Black people with diabetes are less likely to be prescribed GLP-1 drugs. --- STAT

2

Exciting news for marketers everywhere on the use of AI to create video. The WSJ reported today about the brave launch by Toys R Us marketers. I mentioned in a previous post that leveraging AI to create videos is especially helpful for marketers in the surgical/OR space where there are so many restrictions on what's possible to create for marketing videos (leading us to rely heavily on stock or staged recreations). So...I'm continuing to watch the AI-driven video space because--although I'm not sure of the cost--it has the potential to bridge the gap between those with big and small budgets and clunky stock recreations. #futureofmarketing #marketingAI All-AI Ad From Toys ‘R’ Us Inspires Debate Over the Future of Marketing

A new cookie-less era has begun, and marketers need to be ready. Lippincott Senior Partner Chris Ciompi lays out five tangible steps to ensure your company succeeds in this post-cookie world.

2

Pop quiz: what is the most asked question in healthcare? In ecommerce, "what's our conversion rate" is at the very top of the list. Because conversion rate is what drives revenue. After interviewing more than 200 care teams, we know there is no such question to rule them all in healthcare. -- How engaged are our patients in their care pathways? -- What is our drop-off rate at critical stages of the care journey? -- Are we effectively utilizing care team resources to improve clinical outcomes? -- What operational KPIs are indicating areas for improvement in our care delivery? -- How are changes in our care flows impacting our financial performance? Today, trying to answer these questions means a world of pain for healthcare professionals and their teams. Most of them are flying blind, or getting a signal that is severely outdated. Tomorrow, Awell's Shelly 🐢 will change the way care teams get answers and improve care delivery. If you're interested to learn more, ping me with the questions you'd like to see answered⚡

19

Countless vendors claim they are privacy first. But what does that actually mean? With a slew of new state policies in place (and more to come), there is new pressure for marketers to ensure their data partner's methodologies remain compliant amongst change. At Swoop, we not only talk-the-talk but walk-the-walk, offering risk-free segmentation, activation and engagement, no matter where in the US. In other words - life sciences marketers can take a deep breath... we've got you. Hear how from our very own.

1

Turns out, when you ask the AI agent to “take the reins,” things get pretty interesting pretty quickly. https://lnkd.in/g5einQYg In this July edition of BCG’s CEO Digest podcast: Highlights of BCG’s latest thought leadership—and an unexpected insight into collaborating with AI.

3

Surprise and delight moment of the day...I asked ChatGPT which health plan option would be best for me from a cost, access, and drug coverage perspective as a Type 1 Diabetic, and I got an answer. As a person with a chronic condition, this resource saved me hours of reviewing documentation, calls with customer service, and conversations with my doctor. #healthcareinnovation #ChatGTP #AIinhealthcare #Type1Diabetes

17