Join Vivek as he chats with Seth Turnoff, a man of many talents and experiences. Dive into Seth's journey from a touring drummer to a healthcare marketing innovator, uncovering unique insights along the way.
Seth Turnoff shares his unconventional career path and entrepreneurial spirit.
Explore the intricacies of patient acquisition in healthcare.
Learn about hyper-targeted marketing and its impact on healthcare practices.
Discover Seth’s take on the power of personal branding, including his signature mustache.
Gain insights into effective strategies and common pitfalls in healthcare marketing.
Timestamps:
00:00 Entrepreneurial Pivoting and Client Needs
04:41 Seeking Purpose Beyond Work
09:14 Navigating Complex Team Dynamics
12:07 Healthcare Marketing Challenges & Opportunities
14:32 Targeted Marketing for Success
18:39 Opt-In Consumer Data Advertising
20:34 "Connecting Healthcare Marketing to Revenue"
24:37 Unexpected Mustache Journey
27:48 Smallest Mustache in Wild Room
31:12 Understanding Patient Care Journey
34:58 Targeted Medical Campaign Strategy
37:11 Referral Network Success Strategy
39:30 Iterative Experimentation in Practices
42:43 Innovative Cold Email Strategies
45:49 "Accountability and Resolution Strategy"
50:11 "Insightful Journey and Mustache Secrets"
Quotes, Hooks, & Timestamps:
Entrepreneurship and Adaptability: "You have to be able to pivot not just to stay relevant, but to serve your clients."
— Seth Turnoff [00:03:03 → 00:03:09]
"Breaking the Mold in Healthcare Marketing": "And I realized that you know, most of the marketing solutions were just kind of like, they were all pretty generic and nebulous in terms of results."
— Seth Turnoff [00:12:07 → 00:12:18]
"Rethinking Marketing Strategies": "Instead of starting with the product or the service, we start with the people most likely to need that product or service."
— Seth Turnoff [00:14:13 → 00:14:20]
"Leveraging Consumer Data Without Buying Lists": "All compliant, all opt in, all first party. We're not buying lists and matching back. And like everybody who is in our audience, 250 million people in this country have opted in at some point with us through our partners or developers or publishers or, you know, credit bureaus are somewhere in the consumer journey."
— Seth Turnoff [00:18:42 → 00:19:06]
"Demystifying Healthcare Marketing": "The biggest problem in marketing is in healthcare marketing is the inability to connect your spend with revenue."
— Seth Turnoff [00:21:27 → 00:21:37]
"Strategic Healthcare Marketing": "Where are these people in our audience? Where are they, how far are they willing to travel? And look, there's a lot of learning that goes on in the first, you know, three or four months of a campaign."
— Seth Turnoff [00:35:17 → 00:35:27]
"The Power of Networking": "That 25% came from introducers, came from our network of people that know what we do, and I have a relationship with them, and they feel confident enough to introduce us to one of their clients or accounts or colleagues, whether or not it ends up being a client of ours."
— Seth Turnoff [00:37:11 → 00:38:12]
"Experimentation in Practice: You have to approach things like everything like an experiment and you have to run your own experiments and you have to figure out what works and what doesn't work but why it doesn't work so that you can iterate."
— Seth Turnoff [00:39:53 → 00:40:08]
The Art of Personalized Marketing: "It was me holding their hands and like kind of learning, you know, and they were doing like cold email. And then we did some other things, all like, you know, from the data side and like, you know, plugging in the wireframes and making these lists and having the, the headings match back to this and how we're going to do the personalization tokens."
— Seth Turnoff [00:42:02 → 00:42:23]
Navigating the World of Healthcare Marketing: Insights from Seth Turnoff
Introduction
In the ever-evolving landscape of healthcare marketing, standing out is not just an option but a necessity. Seth Turnoff, an expert in patient acquisition, brings a fresh perspective to the industry. With a journey that's taken him from a professional drummer to donning multiple hats in healthcare marketing, Seth’s approach is anything but conventional. Recently, he shared his experiences and insights on The Uprising Show, hosted by Vivek. Here, we delve into his fascinating journey, his business strategies, and the unique personal branding that's become his hallmark.
The Journey: From Drumming to Healthcare Marketing
Seth Turnoff’s career trajectory defies the traditional path. He began as a professional touring drummer, transitioned to a trial technician, and eventually found his niche in healthcare marketing. Reflecting on his varied experiences, Seth attributes his journey to an openness to opportunities rather than a predefined plan. "Look, man, you gotta try a lot of stuff before you find out not only what you like, but what you’re good at," he shares, emphasizing the importance of exploring diverse avenues before settling into a career.
Seth’s entry into healthcare marketing was influenced by his father, who pivoted from a medical distributor to medical billing after noticing client needs. This adaptability became a cornerstone of Seth’s approach, underscoring the importance of being responsive to market demands.
Innovative Patient Acquisition Strategies
In healthcare marketing, leveraging consumer data for targeted marketing is a game-changer, according to Seth. Through his company, Seth has innovated a “searchless” strategy that moves beyond traditional marketing's reliance on search engines. Instead, they focus on putting ads directly in front of potential patients who are most likely to need specific healthcare services.
By identifying target demographics based on consumer and psychographic data, Seth's method ensures messages reach appropriate audiences. "We identify the people you want to meet and treat," he explains, emphasizing a shift from product-focused to people-focused marketing.
This strategy not only enhances new patient acquisition but also offers measurable results—a critical factor in an industry traditionally challenged by linking marketing efforts to tangible revenue outcomes.
Personal Branding: The Power of the Mustache
While discussing marketing strategies, Seth’s unique personal branding emerged as a hot topic—his mustache. Initially a remnant of a post-beard experiment during the pandemic, Seth’s mustache evolved into a significant conversation starter. “As dudes, you can’t pop a smoky eye on or do like a dark lip liner,” he muses, noting that his facial hair became a self-expression outlet.
Interestingly, Seth’s mustache has inadvertently supported his marketing identity. It’s a testament to the power of personal branding in creating memorable and distinctive impressions. He shares an anecdote about competing in the National Beard and Mustache Competition, illustrating how this personal hallmark extends beyond mere aesthetics.
Adapting in Healthcare Industry Marketing
Seth’s experiences highlight the importance of adaptability and specific targeting in healthcare marketing. His belief in hyper-targeted, patient-focused advertising marks a deviation from standard approaches, showcasing a realistic strategy catering to practitioners and clinics aiming for effective patient engagement.
The challenges in accurately measuring healthcare marketing ROI persist, yet Seth’s approach provides clarity by connecting marketing spend with revenue, transforming patient acquisition into a precise science rather than a vague art.
Conclusion
Listening to Seth Turnoff on The Uprising Show offers invaluable insights into healthcare marketing. Seth’s ability to adapt, innovate, and leverage personal branding creates a compelling narrative for modern healthcare marketers. Whether it's the seamless targeting of potential patients or the distinctive allure of personal branding, Seth’s journey illustrates how unconventional paths can lead to success in a structured industry. As healthcare marketing continues to evolve, embracing fresh strategies and personal uniqueness, as embodied by Seth's approach, may very well be the future of the industry.
Seth Turnoff's LinkedIn - https://www.linkedin.com/in/sethturnoff/
Seth's Company CMM - https://custommedicalmarketing.com/
The Uprising Show Website: https://theuprisingshow.com/
Vivek Nanda's LinkedIn: https://www.linkedin.com/in/viveknanda1/
Vivek Nanda's Twitter: https://x.com/vickks
TopHealth Media Website: https://tophealth.care/
