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Stewart Gandolf

Good day, everybody. At this time I’m so excited to interview Laura Lee Jones from LionShare. She is CEO proper, Laura Lee?

Laura Lee Jones

Appropriate. CEO.

Stewart Gandolf

So, and founder, I imagine. She has a extremely revered agency within the CEO enterprise. She’s labored with a whole lot of sorry. The CRM. Enterprise. She’s labored with a whole lot of hospitals through the years. So welcome, Laura Lee, I am tremendous excited to have you ever.

Laura Lee Jones

Thanks, Stewart. I am tremendous excited that I obtained invited to reply some questions and have a enjoyable chat with you immediately.

Stewart Gandolf

I am unable to imagine I’ve by no means gotten round to speaking to you earlier than I purchase this medium. It is such as you’re like, form of an enormous deal on this.

Laura Lee Jones

No, not an enormous deal. Wild and loopy, and ahead.

Stewart Gandolf

Nice, superior. So, Laura Lee, I might love to listen to from you 1st of all for listeners that will not be acquainted with your agency. You understand. What does LionShare do you? You understand, similar to just a bit I suppose phrases story of you when it comes to LionShare. And the corporate what it does. And we’ll get into extra element after that.

Laura Lee Jones

Okay, that sounds good. Lion share was based in 1995. So we’re in our thirtieth 12 months, and we serve the healthcare trade. And I inform individuals we do 3 issues at lion share primary. We construct huge databases and people databases can embrace a number of audiences, sufferers, prospects, your board of administrators, your workers, your basis members. Something that the healthcare system desires to be included on this database might be included. So, we put this database collectively we merge it, we cleanse it, after which we add a whole lot of extra information on it: demographic, psychographic. We do some modeling and threat scoring.

After which as soon as we construct that database, we put software program on prime of the database, and that software program in our world is known as CRM, buyer relationship administration. And we are able to do front-end analytics on all of these people in that database to find out who could be the perfect viewers for a specific marketing campaign after which we are able to pull these audiences, put them via a advertising automation program once more, code them, rating them, after which ship out a mess of messages via a wide range of channels and work on driving some good ROI. After which the third factor we do. So, we have the database constructed the software program to do all of the front-end analytics the again finish ROI. The third factor is for each shopper we wrap what LionShare calls a Good Workforce round each shopper. So, we simply do not license software program, clear your database and disappear. We stick with our shoppers and stroll hand in hand with them on their journey via CRM and assist them decide what could be the perfect campaigns? What are their strategic objectives for the 12 months? How can we assist get to these strategic objectives and get to some good numbers for the shopper. So that is what LionShare does and has been doing for 30 years.

Stewart Gandolf

That is superior. So, the that really simply gave me one other couple of inquiries to ask you. Simply I suppose the first factor is, the place did you get that inspiration? 1995 is a very long time in the past like, that is fairly modern like, how did you? How did you give you this concept to do that like that?

Laura Lee Jones

So, I had been working within the healthcare trade, doing campaigns and advertising not essentially CRM at the moment, and I used to be managing one other agency and doing enterprise improvement for about 10 years, and I used to be escorted out of the constructing. So, it took me about 4 days to give you the title and the emblem, and the choice to take the LionShare of the shoppers with me. In order that’s the way it began. I had no intent on beginning a enterprise. I liked my job. I liked what I did. However in order that’s how I began, and initially line share was way more unsolicited mail centered after which not after too lengthy, we had been requested, can we show ROI? In order that’s how we obtained into getting the info, learning the info and proving that if we had been speaking with Laura Lee Jones and her household, did they really are available and make the most of companies which then led to, hey there’s an organization on the market available in the market. That is doing front-end analytics. Can we higher decide who to contact for what service line? In order that’s actually was? We had 2 bigger shoppers that pushed us into the CRM area. So, each that entrance finish and again finish analytics of the info.                                     

Stewart Gandolf

Oh, that is nice. That absolutely is smart. So, and that is attention-grabbing, as a result of ‘95 is a really completely different world then.

Laura Lee Jones

Yeah we did not have the Web. We did not have a fax machine. Copy machines had been prevalent. However any contract work was performed by in a single day companies.

Stewart Gandolf

Yeah.

Laura Lee Jones

It was very completely different than now, and that’s instantaneous. Now, everyone desires every little thing proper now, you recognize it is a 12 months contract. Did you signal it? Yeah. So, we all the time had a few days once we had been overnighting issues proof for artwork or contract work.

Stewart Gandolf

I keep in mind it is humorous as a result of I stumbled into healthcare proper about the identical time. And it’s totally, very completely different. So cool. So, you recognize, just like the time period CRM, is one thing that folks use rather a lot, I am unsure however he absolutely understands what a CRM is, or they could have their very own form of interpretation or filter. So, I suppose, what does it imply to you? And what does it imply to healthcare leaders immediately? We have talked concerning the definition somewhat bit. However are you able to develop upon that please?

Laura Lee Jones

Completely. 1st of all, I need to say, I want there was a distinct acronym than CRM, as a result of I believe it was an excellent acronym within the begin, however I do not assume it is a good one proper now the place we’re at in 2025. Nonetheless, our world, our healthcare entrepreneurs know CRM at a really fundamental stage at a minimal, and so they know that they want it. So, we have checked out attempting to name it one thing else apart from CRM. However thus far we’ve not give you something. And so, to me, what CRM means within the healthcare world is completely different than like an organizational CRM is “simply speak to Stewart, he desires to do a podcast name him again in 2 weeks.” And we are able to work on the subject after which arrange a activity to comply with up with you. So, it is extra of a 1 to at least one communication device operationally, I suppose, I’d say, and LionShare affords an analytical CRM, so we’re doing one to many. So, utilizing me for example, Laura Lee Jones is a senior athlete. She is prone to want a brand new knee that has been labored on a number of instances. So, a healthcare system can look into their CRM affected person database and think about the entire affected person information on Laura Lee Jones, and decide she is perhaps a very good candidate to go to a knee alternative seminar and attend it. Be taught what it is about. However we appeared into the database, and we discovered one other 15,000 people who appear like Laura Lee Jones in our neighborhood which are candidates in that database for a knee alternative. So, our CRM is way more analytical in nature. On the front-end, we’re doing a whole lot of learning and figuring out a bigger group after which setting that marketing campaign up omni-channel marketing campaign in most situations to exit to hundreds of individuals.                                

Stewart Gandolf

Yeah. So, it is humorous. As a result of, you recognize, we speak about rather a lot after I’m talking or doing various things about you recognize, simply the fundamental fundamentals of promoting. So, for instance, you recognize, most entrepreneurs will speak concerning the product versus I imply sorry the the promotion. They by no means cease their key product, or what the place of supply is, they simply they leap straight to promotion. On this case, what we’re speaking about is your greatest buyer is all the time a present buyer, which on this case is a affected person proper? Any person you have already got a relationship with. And you recognize.

Laura Lee Jones

Oftentimes, yeah, or they don’t seem to be a affected person, however we have to appeal to them so we are able to get them into our system and present them how nice we’re and maintain them and their household within the system for an extended, a very long time.

Stewart Gandolf

Yeah, for certain. And so, there’s gold in that information, proper? And that is the factor is how.

Laura Lee Jones

There’s.

Stewart Gandolf

That serving to them leverage and discover that in a price efficient and environment friendly approach. So, the you recognize, like, so on that observe, then, when you recognize we now have a robust CRM, how does that change what hospital advertising groups can do? After which, additionally, by the best way I’ve had hospitals that I’ve referred to you guys on. They’re like, Oh, we simply would like to. We simply cannot afford it. So, like, inform us extra about what does it allow? And the way do they, by the additional expense.

Laura Lee Jones

So, 1st of all, in immediately’s world, you actually must have a CRM, I imply, it’s essential have a approach not simply to seek out the correct individuals to spend your advertising {dollars} on however to additionally eradicate people who have stated, Don’t speak to me, do not ship me something, so suppressions are equally necessary in immediately’s world of privateness. In order that’s one more reason to encourage individuals to get a CRM system. However what is feasible? And the way do you justify the expense? Is the proof in advertising. So, we are able to say we have communicated to fifteen,000 people who appear like Laura Lee Jones, as a result of that is additionally an enormous a part of the CRM. Is discovering these audiences and constructing these audiences. So, here is all of the people who appear like Laura Lee Jones. This is the journey they’ve had. And here is the journey that they had publish marketing campaign. They got here to the seminar; we e-mail nurtured them and even referred to as them. After which they really got here in and so they made a cellphone name, had an appointment with an orthopedic surgeon. After which, lo and behold! A number of months later they really had a knee alternative, to allow them to justify the funding by case research and ROI from different healthcare programs round which are doing it.

Stewart Gandolf

So, if you speak about there could also be some individuals on the listening in which are acquainted with the concept of lookalike audiences on Fb or different types of lookalike. What sorts of compliance issues do you want to concentrate on with this? Clearly, you recognize, you are going to signal a BAA as a companion. However what different issues which are actually form of fundamentals that we’d like to consider for compliance.

Laura Lee Jones

Yeah, properly, there’s so many guidelines to compliance, and so they’re altering on a regular basis, and most of the guidelines have a little bit of grayness to them. And it relies on the healthcare system and the way they view these guidelines. We’ve some healthcare programs that at this level immediately’s age is not going to even use e-mail to speak and educate their inhabitants, which is loopy to me as a result of you may educate, you may inform somebody you may’t say your BMI is that this. So, we should always speak bariatrics. However you may speak about being wholesome, having a wholesome weight. And here is consultants, and there is a bariatric seminar developing. For those who or somebody in your loved ones is involved in it. So, a whole lot of the compliance is decided by every group and the way far they are going to go together with CRM and people communications is, that’s, that useful and perceive.

Stewart Gandolf

Yeah.

Laura Lee Jones

And even what monitoring mechanisms can be utilized, and how one can retarget and never retarget. And what does that appear like?

Stewart Gandolf

So, it is attention-grabbing. We’ve a shopper that is performing some STD testing. And so they had been speaking about unsolicited mail. And it is like that’s actually gonna be perceived as intrusive. And you recognize that. So, the medium issues proper, typically relying on the subject, the medium issues. And so.

Laura Lee Jones

Yeah. And the copy and I am unsolicited mail remains to be very profitable. We do a hundreds of thousands and hundreds of thousands of unsolicited mail items yearly.

Stewart Gandolf

Oh, I am completely a fan. I’ve performed, you recognize, earlier in my profession I in all probability did. I do not know 500 million items for bank cards. So, I’ve performed. Though lots of people immediately, simply, you recognize, by no means skilled unsolicited mail in any respect. And so, it is prefer it’s a very untapped alternative. So, sticking with that, then do you discover that completely different media, like unsolicited mail, does appear extra private? So is {that a} inventive subject that you just if you’re coping with extra delicate subjects, as a result of if it is perceived as focusing on me as a result of I am fats, otherwise you’re focusing on me as a result of I’ve most cancers, or no matter it may actually be a problem. So is {that a} inventive clear up or?

Laura Lee Jones

Artwork, the artwork and science of promoting. The science is extra the info discovering out. Who can we need to goal and why we need to goal. And the artwork is, what are we? Gonna what’s the message going to appear like? What’s it going to sound like? Do you or a liked one. After which, as we construct these personas or look alike audiences, they’re referred to as many various issues clusters you recognize. There are particular teams of individuals that won’t reply to something healthcare associated. I imply, you possibly can have a finger minimize off, after which they may go to the emergency room to get that. However so, a whole lot of the event of the audiences is what we do right here, and figuring out who could be good to speak to if you’ll talk, after which what could be one of the simplest ways to speak with them? And your CRM. Is significant for that as properly. So, if Laura Lee Jones says, Hey, I am a tree hugger. Do not ship me any unsolicited mail, however you may definitely textual content me, or you may e-mail me as a result of I do need to find out about all these well being applications, or I need to find out about your new life middle, no matter it’s, or I need to volunteer or donate. However I do not need you to ship me unsolicited mail. In order that’s one other vital a part of the CRM. Is ensuring we’re coding and holding the preferences of every particular person on that database.

Stewart Gandolf

That is nice. So going again to ROI, that is a time period that will get thrown round rather a lot in advertising, you recognize. How do you outline? True, ROI, you recognize plain English, and what’s your recommendation for holding groups accountable to it?

Laura Lee Jones

Yep, so it is actually easy. It is the revenue made out of your advertising efforts. So, exhibiting the income and revenue you bought out of your advertising spend and it additionally exhibits ROI additionally. It offers proof to your C-suite that this advertising is working, and one of many issues that we suggest is to solely take the advertising, the carry over and above the management group which a CFO would possibly say, Hey, these persons are going to come back anyway, it doesn’t matter what. So, once we do a advertising effort, we withhold a management group after which we solely take credit score that return on funding over and above that management group, and what their ROI appeared like. So that basically helps show that advertising works. And I believe one other huge piece of it that LionShared does typically is we communicate to the CFO. And we are saying, here is what we will do. This is the components, here is how we method. ROI. Are you in settlement, or do you need to have a look at it a distinct approach. They could say we had 40 of those instances final 12 months. So, and we actually need 65. These instances. So, LionShare can take credit score for these extra instances. So, we need to have a dialog on the entrance finish. What does success appear like? How are we going to measure it? Okay, that components and people numbers and what it seems like. So, on the entrance finish, we attempt to get that.

Stewart Gandolf

Yeah, that is such a fundamental idea in advertising. I can consider a shopper particularly this 12 months the place that they had 100 1 million greenback downside to unravel and ran advertisements for a few weeks. And so they, you thought, we’re gonna clear up this downside with a few advertisements. You understand, it is such as you actually must get on the identical web page with expectations. What’s lifelike originally? So I like that.

Laura Lee Jones

Wish to get to oops. Sorry I did not imply to interrupt that particular person stage. So, if we’re focusing on Laura Lee Jones, or whoever we’re focusing on. It is nice to know that they opened it. They clicked on it. They shared it with a pal. However what we’re in search of is measure approach deeper than that. That is simply the highest of the funnel measurement. You know the way many clicks result in what number of sufferers on the desk for that process. So, we will monitor that during the funnel from clicks, you recognize, impressions open, shared, to referred to as and made an appointment to precise time having a medical encounter.

Stewart Gandolf

That is 1 of the issues I like about. When we now have a database to work with. Plenty of our shoppers do not once they do to have the ability to monitor it again to the affected person. Did they really have the surgical procedure or not? What was the contribution to margin from that.

Laura Lee Jones

Yep.

Stewart Gandolf

That is actually useful. So let’s speak.

Laura Lee Jones

That mark that attribution to advertising channel. So, we’ll check. We’ll do unsolicited mail e-mail social. Which ones drives the upper return on funding who drives essentially the most sufferers. After which what is the worth of that affected person by channel? So with the ability to try this attribution at that very floor stage is actually vital to our shoppers, as a result of we’ll say you ran these advertisements and did this, and also you drove 2 individuals the place your unsolicited mail effort drove 345 individuals in. So, let’s not spend it on these advertisements or digital did higher than unsolicited mail. They’re all completely different. So, we need to simply. There is no unhealthy advertising so long as you are measuring, as a result of each time you strive one thing, for those who measure it, then you may make one other choice down the highway in your subsequent advertising marketing campaign.

Stewart Gandolf

Yep.

Laura Lee Jones

That is wiser.

Stewart Gandolf

That absolutely is smart. So, some other feedback on that versus form of conventional direct. I imply that we have form of lined it. However the rest on the form of digital monitoring versus the best way you guys are doing it. Every other extra ideas on that.

Laura Lee Jones

No, simply to just be sure you’re utilizing the correct codes and tags alongside the journey, in order that we are able to really determine that individual. That is, you recognize, leaping onto a touchdown web page after which monitoring them during the system. Yeah, as a result of healthcare individuals do not actually need to use healthcare. They need to be wholesome. They do not need to must go to the physician. They do not need to have to make use of the emergency room, so we regularly cannot incent somebody to go to the hospital or healthcare system till they’ve a necessity. I imply, we work rather a lot on wellness and taking good care of ourselves on the entrance finish and getting these core measurements performed. So, we now have a baseline. However keep in mind, individuals actually do not need to use healthcare companies. So, ensuring we’re monitoring during is actually vital.

Stewart Gandolf

And it is attention-grabbing in our enterprise as of late, just like the applied sciences we love when our shoppers have a CRM and really helpful typically once they do not. We nonetheless do digital monitoring applied sciences are so significantly better for on-line and offline with AI assisted and various things which are taking place now. So, it is an thrilling time. However you recognize, Nirvana for us all the time is once we can monitor it again to precise sufferers, as a result of then we are able to show that the precise greenback isn’t just a bunch of affected person inquiries.

Laura Lee Jones

Sure.

Stewart Gandolf

Which is right.

Laura Lee Jones

Sure, and we need to know that we need to know that it went past a cellphone name to ask when the seminar is. We would like them in there, or no matter we’re promoting, no matter we’re selling.

Stewart Gandolf

So, you recognize one other factor speaking about. You’ve got been doing this for 30 years, and there have been some names which have form of come and gone within the CRM house. As you recognize.

Laura Lee Jones

We joke about it round right here.

Stewart Gandolf

Yeah.

Laura Lee Jones

And we joke concerning the acquisitions of corporations which have modified their title 3 instances in 5 years.

Stewart Gandolf

So. yeah, yeah, there’s a couple of tombstones on the market are. So how would you say that broadly, the panorama has modified, and you recognize, what ought to organizations be eager about? Now?

Laura Lee Jones

I believe it is actually there’s rather a lot that is nonetheless the identical. It is loopy to me that a whole lot of organizations, the C-suite doesn’t perceive the worth of an excellent CRM. Accomplice, there are newcomers to the market. The factor that I’ve all the time paid consideration to is and I’ll be tremendous direct is the smoke and mirrors. And so they, you recognize, you may inform a very good story about CRM and what you are able to do, what your group can do. However the proof is in that element. And so, I believe for those who’re in search of a companion, it’s best to just be sure you are getting actually truthful, good references and precise case research with greenback quantities connected to it, and proof earlier than you make a alternative in a companion.

Stewart Gandolf

So, you recognize, like, and we talked concerning the confusion surrounding this subject. And you recognize, there’s completely different ranges of you recognize, you simply talked about about CEOs do not perceive the worth. There’s a whole lot of issues CEOs could perceive the worth of promoting proper? So healthcare is humorous, as a result of, you recognize, going again to your CFO remark a short time in the past. It is like we might get these sufferers, anyway. That is like a very widespread objection.

Laura Lee Jones

They’re actually widespread.

Stewart Gandolf

And you recognize, or you recognize, a whole lot of instances, we’ll say, Nicely, wait. Okay. You are getting, you recognize 2 million {dollars} of sufferers free, however you possibly can spend 100 1,000 to get one other 2 million. I do know you did not have to pay for these, however would you like to have them or not?

Laura Lee Jones

Nicely, yeah and I believe the opposite half is focusing on, which sufferers. So there’s sure service traces which are extra of a loss chief. And figuring out, you recognize, you will have a set quantity of promoting {dollars}. The place are we gonna put that, you recognize? Is there? 1st of all, are your operations set and prepared for us to drive individuals in that door? No matter service line it’s. After which is there house for the amount we’re gonna drive proper? Simply do, or do they personal the market? Are they 95% of the market proprietor. And it simply would not make sense to attempt to develop that 5%. And the way a lot do they need to spend in advertising {dollars} to develop that 5%? Or are there different service traces that we ought to be placing our advertising {dollars} in the direction of.

Stewart Gandolf

So, inform me concerning the continuum of you recognize individuals which are new to CRM, and as time evolves and so they mature with, you recognize the expertise of it like, what do you discover? And the place are you recognize which organizations are inclined to get extra superior which have a tendency to remain in the identical place. Do you will have any feedback on that? As a result of I am you recognize there’s it is a device you should utilize rather a lot or somewhat, and I am guessing you may need some individuals originally who purchase it and by no means use it for a 12 months. So, inform me about that.

Laura Lee Jones

Or 2 years. 1st of all, it’s difficult. I imply it. It is rather. If all we did was construct databases, that may be an excellent product for LionShare to ship. I imply mashing these databases and holding them clear and up to date is it is the heavy, heavy carry that is a whole lot of the magic sauce in CRM, so think about right here in Kansas Metropolis, Laura Lee Jones, I am a resident right here. I am a affected person at my native hospital. I am additionally on the board on the native hospital. I am a donor to them. I donate, and I additionally volunteer my time. So, simply understanding who I’m inside that database actually is necessary to the campaigns we will give to Laura Lee Jones or anyone else. So, you might be a number of issues in it. You is usually a doctor at a hospital and a affected person on the hospital, and a donor, and all these different issues, and nonetheless a prospect in another service line. So, what I am attempting to say is, it’s totally difficult, and I believe as a result of it is difficult. It is scary. So, I see all facets of shoppers. I see shoppers which are very mature, and so they could also be able to step away from a companion like LionShare and produce it in-house. Maybe they’ve recognized the workforce members wanted the expertise wanted. And so they’re gonna construct a CRM workforce internally, or they simply have discovered about CRM, and so they’re a smaller group, and so they want somebody like LionShare to come back alongside them and actually handhold them via the entire thing. So a few of these prospects or shoppers. We’re gonna begin with one service line pilot marketing campaign. whereas somebody who’s in a extra mature place they is perhaps doing 50-100 campaigns a month. I imply. It is simply. It is all. It is kinda all over. Nonetheless, 30 years later.

Stewart Gandolf

Not stunning to me, and one factor introduced up earlier was strolling with the via with the shopper. So there’s one other CRM on the market that begins with an S that’s actually troublesome to work with. You understand they do not have you recognize. You need to go rent them and to rent anyone else to implement, after which you must. And so, you are by yourself.

Laura Lee Jones

I do know who you are talking of so I believe, regardless of who you select. One of many greatest issues it’s best to perceive is, and somebody talked about this on a chat I used to be on about 2 months in the past. It is a workforce sport you actually need the C-suite concerned the IT division concerned the advertising workforce concerned, and you must decide what’s the purpose? What are the primary, you recognize, couple of objectives that you just need to go after? Then determine who’s the perfect companion for you. It is not go purchase or license software program, after which determine, what are we going to do with it? The choice of ‘Why do we’d like it now?’ ought to come first, after which who’s the perfect companion for us?

Stewart Gandolf

I like the place you guys have available in the market as a result of I may see like, if anyone’s getting right into a CRM. They’ve by no means used it earlier than. They do not know what they do not know. So, it is like actually onerous, since you’re just like the incorrect aspect of the incorrect aspect of the issue. If all you are eager about is the software program.

Laura Lee Jones

Yeah, it is precisely. After which there’s much more to it than that. Yeah, yeah. We put that Good Workforce alongside each shopper, regardless of the place they’re at of their CRM. Journey. We put a sensible workforce subsequent to them, and in order that we are able to determine pitfalls and greatest practices. And I imply, the entire workforce right here is as direct as I’m. If anyone tries to go the incorrect approach, we will say, do not try this. We have examined that we have performed checks on it for five years. This is the route it’s best to go. So, I believe that is one other facet of LionShare. That’s, that is an excellent factor if you’re in search of a companion is, they will once more maintain your hand and stroll you thru the journey.

Stewart Gandolf

So, the, we form of touched on this a second in the past, like one of many huge issues in SaaS of anyone or any SaaS firm is you recognize, they do not implement. It is actually have a tough time getting it off the bottom, or they don’t seem to be profitable. They’d enormous expectations. So, what have you ever discovered about that like, how would you assist individuals, you recognize, set expectations internally? That is really one other factor I am simply speaking about like a minute in the past, like, simply as an apart, you recognize, they need to get to those enormous numbers like within the 1st week. It is like we do not have an advert but.

Laura Lee Jones

Sure, like, let’s attempt to set expectations. So what’s affordable? What? What expectations are affordable.

Stewart Gandolf

How do you get the worth for those who’re not attending to that.

Laura Lee Jones

So, we assure a 65 enterprise day implementation. So, and the rationale we are able to do that’s we’re tremendous processed out, and we all know precisely what these steps are from the invention to the assertion of labor. And so, as soon as that assertion of labor is signed and we’re each events are in settlement of what we’re doing whereas we’re constructing that database. We’re additionally the good workforce is working with the shopper. What are we gonna launch on day one. So these issues are taking place in parallel. So, we’re not ready until the database is constructed, after which we will speak about. What are we going to launch for campaigns? So, I believe that is a differentiator. I believe. Additionally, with a few of these different, they do not construct their very own databases. We construct all of them in home right here in Kansas Metropolis, so they won’t be being constructed right here. And there is a whole lot of communication that has to go on exterior of that group, or you must go purchase a database constructing firm after you lease software program.

Stewart Gandolf

Yeah.

Laura Lee Jones

And I believe you do not know what you do not know. All people says we’d like CRM, so, and it is a huge nut to crack like, what do you want it for?

Stewart Gandolf

Proper? Proper? So, I completely agree. And once more, it is when you do not know what you do not know. It is scary. And then you definitely’ve obtained rules. You’ve got obtained inside politics.

Laura Lee Jones

Sure.

Stewart Gandolf

After which, you recognize, additionally, such as you suggest this factor. No one makes use of it. Then it is your you are the one that appears unhealthy as you are the worker on the workplace.

Laura Lee Jones

Which is why we actually need individuals to make use of it. I imply, we all know this trade. I have been in it 30 years. Plenty of chief advertising officers have bought a CRM system that sat idle for two or 3 years. Nicely, they don’t seem to be going to return to the market and say, Hey, I purchased this, however they might by no means get the companion may by no means get it off the bottom. As a result of their job they’re like, why’d you rent them? Why did not you rent another person? So, there’s a whole lot of shush speak taking place within the market about how lengthy it took to get a marketing campaign off the bottom.

Stewart Gandolf

It’s actually humorous. That is one thing that even for our company we discover on a regular basis is we need to get in market as quick as we, probably as a result of they could be doing, you recognize, on a pale path, search engine optimisation, or they could be doing branding, or no matter. However individuals get impatient, actually rapidly, and you have to get outcomes rapidly and get.

Laura Lee Jones

And we have to know the priorities of the group.

Stewart Gandolf

Yeah, for certain.

Laura Lee Jones

So, having that in place and in our fingers is actually useful for us to have a profitable launch. The database construct is, though I stated the largest half and difficult, we now have that down. It is what are we going to do as soon as it is constructed. Who’re we going to go after. And what does that journey appear like? And much more importantly, how do we all know once we contact that particular person 8 instances in a 12 months? And the place’s the drop off level? And what can we need to speak to them about? As a result of we do not wanna inundate them with a whole lot of messages.

Stewart Gandolf

So I need to ask you a bonus query.

Laura Lee Jones

A bonus query!

Stewart Gandolf

Sure, I do. One which we hadn’t deliberate to speak about.

Laura Lee Jones

Does this give me the A+?

Stewart Gandolf

You’ve got already obtained an a plus? You are simply lapping it now. You’re simply exhibiting off, Laura Lee. So, one factor that I simply it is topical for me we’re speaking about now, considered one of our hospital programs, and we’re working with there’s the. And that is really a blind spot for me, as a result of I am so ROI pushed that I overlook about typically simply the ego a part of like with the ability to talk. So, I am simply curious in your aspect. Clearly you are driving ROI. But when a hospital is abruptly capable of give the orthopedic division what they have been asking for that publicity, or the most cancers division, or no matter is that additionally a part of this choice? Since you’re constructing quantity by service line.

Laura Lee Jones

Sure.

Stewart Gandolf

Generally that is very actual in a hospital.

Laura Lee Jones

Yeah, no, it’s totally actual. And I imply, I am typically in these conferences the place we’re speaking to, you recognize, the director or the chief of a specific service line. And we have had these conversations early on. What’s it you need us to drive? Like, what’s affordable? If we drove 100 individuals in subsequent month. Are you able to handle them? So that’s a part of the story typically is on the entrance finish. What service traces are we going to drive? What explicit procedures are we going to drive? After which what does success imply? If and we would must shut a marketing campaign off. And we have had to try this a number of instances. One just lately involves thoughts as we had been driving lung screenings and we drove so many who they could not display screen all of the sufferers. So now we’re speaking about it. Not nice, affected person expertise. So how can we throttle again on that and maintain off earlier than we begin campaigning once more. So, all of that’s a part of the journey.

Stewart Gandolf

I am curious, do you? I am very acquainted to working in hospitals and well being programs. Do you’re employed in some other verticals or strictly hospitals and well being.

Laura Lee Jones

95%, I imply, we just about are healthcare. We’ve performed another issues, auditing for some monetary establishments and issues like that, some scientific trials for some pharma corporations, however just about every little thing we do may be very centered for healthcare system.

Stewart Gandolf

Alright, superb. Any final feedback or ideas.

Laura Lee Jones

No, you had been proper. This was gonna be enjoyable! This was enjoyable, he stated. It is going to be enjoyable. And it was enjoyable.

Stewart Gandolf

I promise. I maintain my guarantees, Laura. So, how ought to individuals contact your agency in the event that they’re involved in figuring out extra.

Laura Lee Jones

You will discover us at lionsharemarketing.com. You may name us at 1 800. 0h, my gosh! I do not know our quantity (913) 631-8400 is the cellphone quantity right here. However yow will discover us on-line. Lionsharemarketing.com is the best.

Stewart Gandolf

Good, nice Laura Lee, it was enjoyable. I will see you on the subsequent convention.

Laura Lee Jones

Okay. Bye, Stewart thanks a lot, have an excellent afternoon.

Stewart Gandolf

See you, bye-bye.

Learn the Full Transcript

Stewart Gandolf

Good day, everybody. At this time I’m so excited to interview Laura Lee Jones from LionShare. She is CEO proper, Laura Lee?

Laura Lee Jones

Appropriate. CEO.

Stewart Gandolf

So, and founder, I imagine. She has a extremely revered agency within the CEO enterprise. She’s labored with a whole lot of sorry. The CRM. Enterprise. She’s labored with a whole lot of hospitals through the years. So welcome, Laura Lee, I am tremendous excited to have you ever.

Laura Lee Jones

Thanks, Stewart. I am tremendous excited that I obtained invited to reply some questions and have a enjoyable chat with you immediately.

Stewart Gandolf

I am unable to imagine I’ve by no means gotten round to speaking to you earlier than I purchase this medium. It is such as you’re like, form of an enormous deal on this.

Laura Lee Jones

No, not an enormous deal. Wild and loopy, and ahead.

Stewart Gandolf

Nice, superior. So, Laura Lee, I might love to listen to from you 1st of all for listeners that will not be acquainted with your agency. You understand. What does LionShare do you? You understand, similar to just a bit I suppose phrases story of you when it comes to LionShare. And the corporate what it does. And we’ll get into extra element after that.

Laura Lee Jones

Okay, that sounds good. Lion share was based in 1995. So we’re in our thirtieth 12 months, and we serve the healthcare trade. And I inform individuals we do 3 issues at lion share primary. We construct huge databases and people databases can embrace a number of audiences, sufferers, prospects, your board of administrators, your workers, your basis members. Something that the healthcare system desires to be included on this database might be included. So, we put this database collectively we merge it, we cleanse it, after which we add a whole lot of extra information on it: demographic, psychographic. We do some modeling and threat scoring.

After which as soon as we construct that database, we put software program on prime of the database, and that software program in our world is known as CRM, buyer relationship administration. And we are able to do front-end analytics on all of these people in that database to find out who could be the perfect viewers for a specific marketing campaign after which we are able to pull these audiences, put them via a advertising automation program once more, code them, rating them, after which ship out a mess of messages via a wide range of channels and work on driving some good ROI. After which the third factor we do. So, we have the database constructed the software program to do all of the front-end analytics the again finish ROI. The third factor is for each shopper we wrap what LionShare calls a Good Workforce round each shopper. So, we simply do not license software program, clear your database and disappear. We stick with our shoppers and stroll hand in hand with them on their journey via CRM and assist them decide what could be the perfect campaigns? What are their strategic objectives for the 12 months? How can we assist get to these strategic objectives and get to some good numbers for the shopper. So that is what LionShare does and has been doing for 30 years.

Stewart Gandolf

That is superior. So, the that really simply gave me one other couple of inquiries to ask you. Simply I suppose the first factor is, the place did you get that inspiration? 1995 is a very long time in the past like, that is fairly modern like, how did you? How did you give you this concept to do that like that?

Laura Lee Jones

So, I had been working within the healthcare trade, doing campaigns and advertising not essentially CRM at the moment, and I used to be managing one other agency and doing enterprise improvement for about 10 years, and I used to be escorted out of the constructing. So, it took me about 4 days to give you the title and the emblem, and the choice to take the LionShare of the shoppers with me. In order that’s the way it began. I had no intent on beginning a enterprise. I liked my job. I liked what I did. However in order that’s how I began, and initially line share was way more unsolicited mail centered after which not after too lengthy, we had been requested, can we show ROI? In order that’s how we obtained into getting the info, learning the info and proving that if we had been speaking with Laura Lee Jones and her household, did they really are available and make the most of companies which then led to, hey there’s an organization on the market available in the market. That is doing front-end analytics. Can we higher decide who to contact for what service line? In order that’s actually was? We had 2 bigger shoppers that pushed us into the CRM area. So, each that entrance finish and again finish analytics of the info.                                     

Stewart Gandolf

Oh, that is nice. That absolutely is smart. So, and that is attention-grabbing, as a result of ‘95 is a really completely different world then.

Laura Lee Jones

Yeah we did not have the Web. We did not have a fax machine. Copy machines had been prevalent. However any contract work was performed by in a single day companies.

Stewart Gandolf

Yeah.

Laura Lee Jones

It was very completely different than now, and that’s instantaneous. Now, everyone desires every little thing proper now, you recognize it is a 12 months contract. Did you signal it? Yeah. So, we all the time had a few days once we had been overnighting issues proof for artwork or contract work.

Stewart Gandolf

I keep in mind it is humorous as a result of I stumbled into healthcare proper about the identical time. And it’s totally, very completely different. So cool. So, you recognize, just like the time period CRM, is one thing that folks use rather a lot, I am unsure however he absolutely understands what a CRM is, or they could have their very own form of interpretation or filter. So, I suppose, what does it imply to you? And what does it imply to healthcare leaders immediately? We have talked concerning the definition somewhat bit. However are you able to develop upon that please?

Laura Lee Jones

Completely. 1st of all, I need to say, I want there was a distinct acronym than CRM, as a result of I believe it was an excellent acronym within the begin, however I do not assume it is a good one proper now the place we’re at in 2025. Nonetheless, our world, our healthcare entrepreneurs know CRM at a really fundamental stage at a minimal, and so they know that they want it. So, we have checked out attempting to name it one thing else apart from CRM. However thus far we’ve not give you something. And so, to me, what CRM means within the healthcare world is completely different than like an organizational CRM is “simply speak to Stewart, he desires to do a podcast name him again in 2 weeks.” And we are able to work on the subject after which arrange a activity to comply with up with you. So, it is extra of a 1 to at least one communication device operationally, I suppose, I’d say, and LionShare affords an analytical CRM, so we’re doing one to many. So, utilizing me for example, Laura Lee Jones is a senior athlete. She is prone to want a brand new knee that has been labored on a number of instances. So, a healthcare system can look into their CRM affected person database and think about the entire affected person information on Laura Lee Jones, and decide she is perhaps a very good candidate to go to a knee alternative seminar and attend it. Be taught what it is about. However we appeared into the database, and we discovered one other 15,000 people who appear like Laura Lee Jones in our neighborhood which are candidates in that database for a knee alternative. So, our CRM is way more analytical in nature. On the front-end, we’re doing a whole lot of learning and figuring out a bigger group after which setting that marketing campaign up omni-channel marketing campaign in most situations to exit to hundreds of individuals.                                

Stewart Gandolf

Yeah. So, it is humorous. As a result of, you recognize, we speak about rather a lot after I’m talking or doing various things about you recognize, simply the fundamental fundamentals of promoting. So, for instance, you recognize, most entrepreneurs will speak concerning the product versus I imply sorry the the promotion. They by no means cease their key product, or what the place of supply is, they simply they leap straight to promotion. On this case, what we’re speaking about is your greatest buyer is all the time a present buyer, which on this case is a affected person proper? Any person you have already got a relationship with. And you recognize.

Laura Lee Jones

Oftentimes, yeah, or they don’t seem to be a affected person, however we have to appeal to them so we are able to get them into our system and present them how nice we’re and maintain them and their household within the system for an extended, a very long time.

Stewart Gandolf

Yeah, for certain. And so, there’s gold in that information, proper? And that is the factor is how.

Laura Lee Jones

There’s.

Stewart Gandolf

That serving to them leverage and discover that in a price efficient and environment friendly approach. So, the you recognize, like, so on that observe, then, when you recognize we now have a robust CRM, how does that change what hospital advertising groups can do? After which, additionally, by the best way I’ve had hospitals that I’ve referred to you guys on. They’re like, Oh, we simply would like to. We simply cannot afford it. So, like, inform us extra about what does it allow? And the way do they, by the additional expense.

Laura Lee Jones

So, 1st of all, in immediately’s world, you actually must have a CRM, I imply, it’s essential have a approach not simply to seek out the correct individuals to spend your advertising {dollars} on however to additionally eradicate people who have stated, Don’t speak to me, do not ship me something, so suppressions are equally necessary in immediately’s world of privateness. In order that’s one more reason to encourage individuals to get a CRM system. However what is feasible? And the way do you justify the expense? Is the proof in advertising. So, we are able to say we have communicated to fifteen,000 people who appear like Laura Lee Jones, as a result of that is additionally an enormous a part of the CRM. Is discovering these audiences and constructing these audiences. So, here is all of the people who appear like Laura Lee Jones. This is the journey they’ve had. And here is the journey that they had publish marketing campaign. They got here to the seminar; we e-mail nurtured them and even referred to as them. After which they really got here in and so they made a cellphone name, had an appointment with an orthopedic surgeon. After which, lo and behold! A number of months later they really had a knee alternative, to allow them to justify the funding by case research and ROI from different healthcare programs round which are doing it.

Stewart Gandolf

So, if you speak about there could also be some individuals on the listening in which are acquainted with the concept of lookalike audiences on Fb or different types of lookalike. What sorts of compliance issues do you want to concentrate on with this? Clearly, you recognize, you are going to signal a BAA as a companion. However what different issues which are actually form of fundamentals that we’d like to consider for compliance.

Laura Lee Jones

Yeah, properly, there’s so many guidelines to compliance, and so they’re altering on a regular basis, and most of the guidelines have a little bit of grayness to them. And it relies on the healthcare system and the way they view these guidelines. We’ve some healthcare programs that at this level immediately’s age is not going to even use e-mail to speak and educate their inhabitants, which is loopy to me as a result of you may educate, you may inform somebody you may’t say your BMI is that this. So, we should always speak bariatrics. However you may speak about being wholesome, having a wholesome weight. And here is consultants, and there is a bariatric seminar developing. For those who or somebody in your loved ones is involved in it. So, a whole lot of the compliance is decided by every group and the way far they are going to go together with CRM and people communications is, that’s, that useful and perceive.

Stewart Gandolf

Yeah.

Laura Lee Jones

And even what monitoring mechanisms can be utilized, and how one can retarget and never retarget. And what does that appear like?

Stewart Gandolf

So, it is attention-grabbing. We’ve a shopper that is performing some STD testing. And so they had been speaking about unsolicited mail. And it is like that’s actually gonna be perceived as intrusive. And you recognize that. So, the medium issues proper, typically relying on the subject, the medium issues. And so.

Laura Lee Jones

Yeah. And the copy and I am unsolicited mail remains to be very profitable. We do a hundreds of thousands and hundreds of thousands of unsolicited mail items yearly.

Stewart Gandolf

Oh, I am completely a fan. I’ve performed, you recognize, earlier in my profession I in all probability did. I do not know 500 million items for bank cards. So, I’ve performed. Though lots of people immediately, simply, you recognize, by no means skilled unsolicited mail in any respect. And so, it is prefer it’s a very untapped alternative. So, sticking with that, then do you discover that completely different media, like unsolicited mail, does appear extra private? So is {that a} inventive subject that you just if you’re coping with extra delicate subjects, as a result of if it is perceived as focusing on me as a result of I am fats, otherwise you’re focusing on me as a result of I’ve most cancers, or no matter it may actually be a problem. So is {that a} inventive clear up or?

Laura Lee Jones

Artwork, the artwork and science of promoting. The science is extra the info discovering out. Who can we need to goal and why we need to goal. And the artwork is, what are we? Gonna what’s the message going to appear like? What’s it going to sound like? Do you or a liked one. After which, as we construct these personas or look alike audiences, they’re referred to as many various issues clusters you recognize. There are particular teams of individuals that won’t reply to something healthcare associated. I imply, you possibly can have a finger minimize off, after which they may go to the emergency room to get that. However so, a whole lot of the event of the audiences is what we do right here, and figuring out who could be good to speak to if you’ll talk, after which what could be one of the simplest ways to speak with them? And your CRM. Is significant for that as properly. So, if Laura Lee Jones says, Hey, I am a tree hugger. Do not ship me any unsolicited mail, however you may definitely textual content me, or you may e-mail me as a result of I do need to find out about all these well being applications, or I need to find out about your new life middle, no matter it’s, or I need to volunteer or donate. However I do not need you to ship me unsolicited mail. In order that’s one other vital a part of the CRM. Is ensuring we’re coding and holding the preferences of every particular person on that database.

Stewart Gandolf

That is nice. So going again to ROI, that is a time period that will get thrown round rather a lot in advertising, you recognize. How do you outline? True, ROI, you recognize plain English, and what’s your recommendation for holding groups accountable to it?

Laura Lee Jones

Yep, so it is actually easy. It is the revenue made out of your advertising efforts. So, exhibiting the income and revenue you bought out of your advertising spend and it additionally exhibits ROI additionally. It offers proof to your C-suite that this advertising is working, and one of many issues that we suggest is to solely take the advertising, the carry over and above the management group which a CFO would possibly say, Hey, these persons are going to come back anyway, it doesn’t matter what. So, once we do a advertising effort, we withhold a management group after which we solely take credit score that return on funding over and above that management group, and what their ROI appeared like. So that basically helps show that advertising works. And I believe one other huge piece of it that LionShared does typically is we communicate to the CFO. And we are saying, here is what we will do. This is the components, here is how we method. ROI. Are you in settlement, or do you need to have a look at it a distinct approach. They could say we had 40 of those instances final 12 months. So, and we actually need 65. These instances. So, LionShare can take credit score for these extra instances. So, we need to have a dialog on the entrance finish. What does success appear like? How are we going to measure it? Okay, that components and people numbers and what it seems like. So, on the entrance finish, we attempt to get that.

Stewart Gandolf

Yeah, that is such a fundamental idea in advertising. I can consider a shopper particularly this 12 months the place that they had 100 1 million greenback downside to unravel and ran advertisements for a few weeks. And so they, you thought, we’re gonna clear up this downside with a few advertisements. You understand, it is such as you actually must get on the identical web page with expectations. What’s lifelike originally? So I like that.

Laura Lee Jones

Wish to get to oops. Sorry I did not imply to interrupt that particular person stage. So, if we’re focusing on Laura Lee Jones, or whoever we’re focusing on. It is nice to know that they opened it. They clicked on it. They shared it with a pal. However what we’re in search of is measure approach deeper than that. That is simply the highest of the funnel measurement. You know the way many clicks result in what number of sufferers on the desk for that process. So, we will monitor that during the funnel from clicks, you recognize, impressions open, shared, to referred to as and made an appointment to precise time having a medical encounter.

Stewart Gandolf

That is 1 of the issues I like about. When we now have a database to work with. Plenty of our shoppers do not once they do to have the ability to monitor it again to the affected person. Did they really have the surgical procedure or not? What was the contribution to margin from that.

Laura Lee Jones

Yep.

Stewart Gandolf

That is actually useful. So let’s speak.

Laura Lee Jones

That mark that attribution to advertising channel. So, we’ll check. We’ll do unsolicited mail e-mail social. Which ones drives the upper return on funding who drives essentially the most sufferers. After which what is the worth of that affected person by channel? So with the ability to try this attribution at that very floor stage is actually vital to our shoppers, as a result of we’ll say you ran these advertisements and did this, and also you drove 2 individuals the place your unsolicited mail effort drove 345 individuals in. So, let’s not spend it on these advertisements or digital did higher than unsolicited mail. They’re all completely different. So, we need to simply. There is no unhealthy advertising so long as you are measuring, as a result of each time you strive one thing, for those who measure it, then you may make one other choice down the highway in your subsequent advertising marketing campaign.

Stewart Gandolf

Yep.

Laura Lee Jones

That is wiser.

Stewart Gandolf

That absolutely is smart. So, some other feedback on that versus form of conventional direct. I imply that we have form of lined it. However the rest on the form of digital monitoring versus the best way you guys are doing it. Every other extra ideas on that.

Laura Lee Jones

No, simply to just be sure you’re utilizing the correct codes and tags alongside the journey, in order that we are able to really determine that individual. That is, you recognize, leaping onto a touchdown web page after which monitoring them during the system. Yeah, as a result of healthcare individuals do not actually need to use healthcare. They need to be wholesome. They do not need to must go to the physician. They do not need to have to make use of the emergency room, so we regularly cannot incent somebody to go to the hospital or healthcare system till they’ve a necessity. I imply, we work rather a lot on wellness and taking good care of ourselves on the entrance finish and getting these core measurements performed. So, we now have a baseline. However keep in mind, individuals actually do not need to use healthcare companies. So, ensuring we’re monitoring during is actually vital.

Stewart Gandolf

And it is attention-grabbing in our enterprise as of late, just like the applied sciences we love when our shoppers have a CRM and really helpful typically once they do not. We nonetheless do digital monitoring applied sciences are so significantly better for on-line and offline with AI assisted and various things which are taking place now. So, it is an thrilling time. However you recognize, Nirvana for us all the time is once we can monitor it again to precise sufferers, as a result of then we are able to show that the precise greenback isn’t just a bunch of affected person inquiries.

Laura Lee Jones

Sure.

Stewart Gandolf

Which is right.

Laura Lee Jones

Sure, and we need to know that we need to know that it went past a cellphone name to ask when the seminar is. We would like them in there, or no matter we’re promoting, no matter we’re selling.

Stewart Gandolf

So, you recognize one other factor speaking about. You’ve got been doing this for 30 years, and there have been some names which have form of come and gone within the CRM house. As you recognize.

Laura Lee Jones

We joke about it round right here.

Stewart Gandolf

Yeah.

Laura Lee Jones

And we joke concerning the acquisitions of corporations which have modified their title 3 instances in 5 years.

Stewart Gandolf

So. yeah, yeah, there’s a couple of tombstones on the market are. So how would you say that broadly, the panorama has modified, and you recognize, what ought to organizations be eager about? Now?

Laura Lee Jones

I believe it is actually there’s rather a lot that is nonetheless the identical. It is loopy to me that a whole lot of organizations, the C-suite doesn’t perceive the worth of an excellent CRM. Accomplice, there are newcomers to the market. The factor that I’ve all the time paid consideration to is and I’ll be tremendous direct is the smoke and mirrors. And so they, you recognize, you may inform a very good story about CRM and what you are able to do, what your group can do. However the proof is in that element. And so, I believe for those who’re in search of a companion, it’s best to just be sure you are getting actually truthful, good references and precise case research with greenback quantities connected to it, and proof earlier than you make a alternative in a companion.

Stewart Gandolf

So, you recognize, like, and we talked concerning the confusion surrounding this subject. And you recognize, there’s completely different ranges of you recognize, you simply talked about about CEOs do not perceive the worth. There’s a whole lot of issues CEOs could perceive the worth of promoting proper? So healthcare is humorous, as a result of, you recognize, going again to your CFO remark a short time in the past. It is like we might get these sufferers, anyway. That is like a very widespread objection.

Laura Lee Jones

They’re actually widespread.

Stewart Gandolf

And you recognize, or you recognize, a whole lot of instances, we’ll say, Nicely, wait. Okay. You are getting, you recognize 2 million {dollars} of sufferers free, however you possibly can spend 100 1,000 to get one other 2 million. I do know you did not have to pay for these, however would you like to have them or not?

Laura Lee Jones

Nicely, yeah and I believe the opposite half is focusing on, which sufferers. So there’s sure service traces which are extra of a loss chief. And figuring out, you recognize, you will have a set quantity of promoting {dollars}. The place are we gonna put that, you recognize? Is there? 1st of all, are your operations set and prepared for us to drive individuals in that door? No matter service line it’s. After which is there house for the amount we’re gonna drive proper? Simply do, or do they personal the market? Are they 95% of the market proprietor. And it simply would not make sense to attempt to develop that 5%. And the way a lot do they need to spend in advertising {dollars} to develop that 5%? Or are there different service traces that we ought to be placing our advertising {dollars} in the direction of.

Stewart Gandolf

So, inform me concerning the continuum of you recognize individuals which are new to CRM, and as time evolves and so they mature with, you recognize the expertise of it like, what do you discover? And the place are you recognize which organizations are inclined to get extra superior which have a tendency to remain in the identical place. Do you will have any feedback on that? As a result of I am you recognize there’s it is a device you should utilize rather a lot or somewhat, and I am guessing you may need some individuals originally who purchase it and by no means use it for a 12 months. So, inform me about that.

Laura Lee Jones

Or 2 years. 1st of all, it’s difficult. I imply it. It is rather. If all we did was construct databases, that may be an excellent product for LionShare to ship. I imply mashing these databases and holding them clear and up to date is it is the heavy, heavy carry that is a whole lot of the magic sauce in CRM, so think about right here in Kansas Metropolis, Laura Lee Jones, I am a resident right here. I am a affected person at my native hospital. I am additionally on the board on the native hospital. I am a donor to them. I donate, and I additionally volunteer my time. So, simply understanding who I’m inside that database actually is necessary to the campaigns we will give to Laura Lee Jones or anyone else. So, you might be a number of issues in it. You is usually a doctor at a hospital and a affected person on the hospital, and a donor, and all these different issues, and nonetheless a prospect in another service line. So, what I am attempting to say is, it’s totally difficult, and I believe as a result of it is difficult. It is scary. So, I see all facets of shoppers. I see shoppers which are very mature, and so they could also be able to step away from a companion like LionShare and produce it in-house. Maybe they’ve recognized the workforce members wanted the expertise wanted. And so they’re gonna construct a CRM workforce internally, or they simply have discovered about CRM, and so they’re a smaller group, and so they want somebody like LionShare to come back alongside them and actually handhold them via the entire thing. So a few of these prospects or shoppers. We’re gonna begin with one service line pilot marketing campaign. whereas somebody who’s in a extra mature place they is perhaps doing 50-100 campaigns a month. I imply. It is simply. It is all. It is kinda all over. Nonetheless, 30 years later.

Stewart Gandolf

Not stunning to me, and one factor introduced up earlier was strolling with the via with the shopper. So there’s one other CRM on the market that begins with an S that’s actually troublesome to work with. You understand they do not have you recognize. You need to go rent them and to rent anyone else to implement, after which you must. And so, you are by yourself.

Laura Lee Jones

I do know who you are talking of so I believe, regardless of who you select. One of many greatest issues it’s best to perceive is, and somebody talked about this on a chat I used to be on about 2 months in the past. It is a workforce sport you actually need the C-suite concerned the IT division concerned the advertising workforce concerned, and you must decide what’s the purpose? What are the primary, you recognize, couple of objectives that you just need to go after? Then determine who’s the perfect companion for you. It is not go purchase or license software program, after which determine, what are we going to do with it? The choice of ‘Why do we’d like it now?’ ought to come first, after which who’s the perfect companion for us?

Stewart Gandolf

I like the place you guys have available in the market as a result of I may see like, if anyone’s getting right into a CRM. They’ve by no means used it earlier than. They do not know what they do not know. So, it is like actually onerous, since you’re just like the incorrect aspect of the incorrect aspect of the issue. If all you are eager about is the software program.

Laura Lee Jones

Yeah, it is precisely. After which there’s much more to it than that. Yeah, yeah. We put that Good Workforce alongside each shopper, regardless of the place they’re at of their CRM. Journey. We put a sensible workforce subsequent to them, and in order that we are able to determine pitfalls and greatest practices. And I imply, the entire workforce right here is as direct as I’m. If anyone tries to go the incorrect approach, we will say, do not try this. We have examined that we have performed checks on it for five years. This is the route it’s best to go. So, I believe that is one other facet of LionShare. That’s, that is an excellent factor if you’re in search of a companion is, they will once more maintain your hand and stroll you thru the journey.

Stewart Gandolf

So, the, we form of touched on this a second in the past, like one of many huge issues in SaaS of anyone or any SaaS firm is you recognize, they do not implement. It is actually have a tough time getting it off the bottom, or they don’t seem to be profitable. They’d enormous expectations. So, what have you ever discovered about that like, how would you assist individuals, you recognize, set expectations internally? That is really one other factor I am simply speaking about like a minute in the past, like, simply as an apart, you recognize, they need to get to those enormous numbers like within the 1st week. It is like we do not have an advert but.

Laura Lee Jones

Sure, like, let’s attempt to set expectations. So what’s affordable? What? What expectations are affordable.

Stewart Gandolf

How do you get the worth for those who’re not attending to that.

Laura Lee Jones

So, we assure a 65 enterprise day implementation. So, and the rationale we are able to do that’s we’re tremendous processed out, and we all know precisely what these steps are from the invention to the assertion of labor. And so, as soon as that assertion of labor is signed and we’re each events are in settlement of what we’re doing whereas we’re constructing that database. We’re additionally the good workforce is working with the shopper. What are we gonna launch on day one. So these issues are taking place in parallel. So, we’re not ready until the database is constructed, after which we will speak about. What are we going to launch for campaigns? So, I believe that is a differentiator. I believe. Additionally, with a few of these different, they do not construct their very own databases. We construct all of them in home right here in Kansas Metropolis, so they won’t be being constructed right here. And there is a whole lot of communication that has to go on exterior of that group, or you must go purchase a database constructing firm after you lease software program.

Stewart Gandolf

Yeah.

Laura Lee Jones

And I believe you do not know what you do not know. All people says we’d like CRM, so, and it is a huge nut to crack like, what do you want it for?

Stewart Gandolf

Proper? Proper? So, I completely agree. And once more, it is when you do not know what you do not know. It is scary. And then you definitely’ve obtained rules. You’ve got obtained inside politics.

Laura Lee Jones

Sure.

Stewart Gandolf

After which, you recognize, additionally, such as you suggest this factor. No one makes use of it. Then it is your you are the one that appears unhealthy as you are the worker on the workplace.

Laura Lee Jones

Which is why we actually need individuals to make use of it. I imply, we all know this trade. I have been in it 30 years. Plenty of chief advertising officers have bought a CRM system that sat idle for two or 3 years. Nicely, they don’t seem to be going to return to the market and say, Hey, I purchased this, however they might by no means get the companion may by no means get it off the bottom. As a result of their job they’re like, why’d you rent them? Why did not you rent another person? So, there’s a whole lot of shush speak taking place within the market about how lengthy it took to get a marketing campaign off the bottom.

Stewart Gandolf

It’s actually humorous. That is one thing that even for our company we discover on a regular basis is we need to get in market as quick as we, probably as a result of they could be doing, you recognize, on a pale path, search engine optimisation, or they could be doing branding, or no matter. However individuals get impatient, actually rapidly, and you have to get outcomes rapidly and get.

Laura Lee Jones

And we have to know the priorities of the group.

Stewart Gandolf

Yeah, for certain.

Laura Lee Jones

So, having that in place and in our fingers is actually useful for us to have a profitable launch. The database construct is, though I stated the largest half and difficult, we now have that down. It is what are we going to do as soon as it is constructed. Who’re we going to go after. And what does that journey appear like? And much more importantly, how do we all know once we contact that particular person 8 instances in a 12 months? And the place’s the drop off level? And what can we need to speak to them about? As a result of we do not wanna inundate them with a whole lot of messages.

Stewart Gandolf

So I need to ask you a bonus query.

Laura Lee Jones

A bonus query!

Stewart Gandolf

Sure, I do. One which we hadn’t deliberate to speak about.

Laura Lee Jones

Does this give me the A+?

Stewart Gandolf

You’ve got already obtained an a plus? You are simply lapping it now. You’re simply exhibiting off, Laura Lee. So, one factor that I simply it is topical for me we’re speaking about now, considered one of our hospital programs, and we’re working with there’s the. And that is really a blind spot for me, as a result of I am so ROI pushed that I overlook about typically simply the ego a part of like with the ability to talk. So, I am simply curious in your aspect. Clearly you are driving ROI. But when a hospital is abruptly capable of give the orthopedic division what they have been asking for that publicity, or the most cancers division, or no matter is that additionally a part of this choice? Since you’re constructing quantity by service line.

Laura Lee Jones

Sure.

Stewart Gandolf

Generally that is very actual in a hospital.

Laura Lee Jones

Yeah, no, it’s totally actual. And I imply, I am typically in these conferences the place we’re speaking to, you recognize, the director or the chief of a specific service line. And we have had these conversations early on. What’s it you need us to drive? Like, what’s affordable? If we drove 100 individuals in subsequent month. Are you able to handle them? So that’s a part of the story typically is on the entrance finish. What service traces are we going to drive? What explicit procedures are we going to drive? After which what does success imply? If and we would must shut a marketing campaign off. And we have had to try this a number of instances. One just lately involves thoughts as we had been driving lung screenings and we drove so many who they could not display screen all of the sufferers. So now we’re speaking about it. Not nice, affected person expertise. So how can we throttle again on that and maintain off earlier than we begin campaigning once more. So, all of that’s a part of the journey.

Stewart Gandolf

I am curious, do you? I am very acquainted to working in hospitals and well being programs. Do you’re employed in some other verticals or strictly hospitals and well being.

Laura Lee Jones

95%, I imply, we just about are healthcare. We’ve performed another issues, auditing for some monetary establishments and issues like that, some scientific trials for some pharma corporations, however just about every little thing we do may be very centered for healthcare system.

Stewart Gandolf

Alright, superb. Any final feedback or ideas.

Laura Lee Jones

No, you had been proper. This was gonna be enjoyable! This was enjoyable, he stated. It is going to be enjoyable. And it was enjoyable.

Stewart Gandolf

I promise. I maintain my guarantees, Laura. So, how ought to individuals contact your agency in the event that they’re involved in figuring out extra.

Laura Lee Jones

You will discover us at lionsharemarketing.com. You may name us at 1 800. 0h, my gosh! I do not know our quantity (913) 631-8400 is the cellphone quantity right here. However yow will discover us on-line. Lionsharemarketing.com is the best.

Stewart Gandolf

Good, nice Laura Lee, it was enjoyable. I will see you on the subsequent convention.

Laura Lee Jones

Okay. Bye, Stewart thanks a lot, have an excellent afternoon.

Stewart Gandolf

See you, bye-bye.