Learn the Full Transcript

Stewart Gandolf (Healthcare Success)

Hiya once more, Stewart Gandolf right here for one more podcast. I am excited to have one more actually sensible knowledgeable visitor with me immediately who occurs to be a shopper and a pal.

We do not do sufficient shoppers on this podcast, so I used to be speaking to Ben, I do not know what was it, Ben, a month in the past, and we have been saying like, why do not you come on the podcast?

And he is like, yeah, why not? So welcome, Ben.

Good to see you, Ben.

Ben Reynolds (CureMD Healthcare)

Yeah, it is a pleasure. see you as properly. You realize, it is too late to say joyful new 12 months, however we’ll nonetheless want you one nonetheless.

Stewart Gandolf (Healthcare Success)

I’ve you two. And so, Ben, in addition to being a pal and a shopper is Affiliate Vice President for Gross sales for CureMD’s Oncology Division, Oncentric. And so tremendous excited to speak to Ben. As I discussed a second in the past, he is very educated, had nice instincts as a shopper.

We’ll discuss this slightly bit later about new precisely what he needed. Simply the sort of factor that offers us makes it enjoyable for us as an company.

It’s totally cool work with some like Ben. after all, on prime of all these accolades, Ben is sporting the key tech black look, bro, shared together with me immediately because it seems. Welcome again once more.

Ben Reynolds (CureMD Healthcare)

It is an actual pleasure and thanks for the accolades. A lot humbled and appreciated. I did even have three layers of black, so I took them memo properly.

And I am simply excited to have the dialog. As a result of I feel when an organization decides to embark on this quest and suppose, you understand, how do I both reimagine myself or create a picture for myself for a brand new firm? It is simply actually essential that they suppose quite a bit about how they need that to happen and the accomplice with whom they wish to do it.

And the expertise that we had with you and your staff actually, you understand, taught me quite a bit, although I’ve accomplished this a few occasions earlier than in my profession.

However on the finish of the day, the schooling that I got here away with was the best company working with you in an accountable method is important to a profitable course of.

And really, as you may see behind me, if I keep in mind to lean the best approach, this is among the backgrounds that Brett created for us.

And I am simply, you understand, thrilled to have the chance to speak about our expertise and encourage others to undertake, you understand, the same endeavor.

Stewart Gandolf (Healthcare Success)

Superior. Nice. Okay, so I used to be simply checking my microphone there, nevertheless it seems like I am nonetheless working.

Ben Reynolds (CureMD Healthcare)

Yep, you sound nice.

Stewart Gandolf (Healthcare Success)

All proper, so nice. So, you understand, For our listeners, we obtained to know Ben and his staff again in early 2023, and it looks as if, wow, it will possibly’t be that way back, nevertheless it was.

In order that they instructed us they have been contemplating a model, truly, know, it is humorous, when your teammate reached out to us, Ben, I am going, oh, CureMD, I do know CureMD, how enjoyable that is, do not know what that is about.

you understand, CureMD is among the observe administration platform slash EHR, EMR areas, insanely credit score, or I am sorry, aggressive, for these of you who do not know it.

However CureMD is a big model in that class, and so very, very look-alike audiences, opponents all look and sound the identical.

And so, to credit score to Ben and his staff, they have been on the lookout for a accomplice, and so they knew they needed to create a model, Ben, are you able to inform our listeners slightly bit extra about that, and, you understand, of what you are hoping to do?

Ben Reynolds (CureMD Healthcare)

Properly, it is fascinating, and after we considered this engagement, and truthfully dedicating the funds and assets to it, we understood that, as CureMD, such as you mentioned, broadly acknowledged, however the entire EMR observe administration house is considerably generic proper now.

There are a number of gamers, we provide a number of the identical content material and companies. We expect that we do it properly and now we have a full stack of companies and choices that differentiate us in some ways, however as with all firm, you sort of fall into the white noise of the house.

Much more importantly, we service 35 specialties, solely one in all which is the one I concentrate on, which is oncology.

And we did a model audit in cooperation with one in all our companions that discovered that out of oncologists locally setting, which is our goal market, solely 6% of neighborhood based mostly on this new CureMD had an oncology particular providing.

So it was a wakeup name for us, we actually felt like we had some measure of consciousness out there.

And after we had that metric, we used it as a platform to not solely persuade administration to supply the funding for a rebrand, however to permit us to be engaged in it, not simply as, you understand, folks having to do different jobs, however as a corporation all contributing to how we will raise this challenge ahead and make it a profitable one.

It was simply needed. No one knew we have been on the market and our main opponents have been successful enterprise. And after we’d observe up with somebody afterwards, they’d say, I’d have referred to as you, however I did not even know you have been there.

So, when you consider model funding and also you’re in a state of affairs like we have been in, there’s a possibility value there.

So you may say, yeah, the challenge value is X, however the alternative value of being not noted of so many of those alternatives, not even thought of that an RFP or referred to as is so

a lot bigger than that preliminary funding within the model, any ensuing success that may come from that.

Stewart Gandolf (Healthcare Success)

That’s, there’s a lot to unpack there.

Ben Reynolds (CureMD Healthcare)

Yeah, I speak quite a bit.

Stewart Gandolf (Healthcare Success)

No, however what’s nice is initially, primary, and I feel the general public that, or a minimum of lots of the folks listening immediately which can be fighting branding and what to do about it, there’s some massive classes proper there.

Lesson primary is knowledge. You employ knowledge to come back again with one thing that is goal that was to gave you a way of the place you guys did within the market.

So if solely 6% of individuals know you, that is an issue. That is not simply saying, you understand, you coming to different ranges of administration saying no one is aware of us.

When you’ve knowledge, it catches consideration, proper? In any other case, it seems like a whiny salesperson. So that is the factor. Quantity two, you guys have been capable of show that you just have been shedding enterprise due to that.

folks do not even know you. that, by the way in which, you mentioned that, thought, oh, man, I can relate. know, such as you guys have specialised what you do.

We’re what we do. And it is like, it is superb to me that, you understand, folks which can be in healthcare, after they’re on the lookout for an company, they only rent just like the man subsequent door.

It is simply loopy to me. Like, wait, you can have had extremely specialised experience for a similar quantity, however they only, they by no means even heard of them to go searching.

So I really feel you are ache there for certain, as a result of we see that. However I assume the significance of branding for us, for you guys, for all the things, it’s important to hold beating that drum perpetually.

And the problem, although, is that we’ll all come into challenges slightly bit right here. Let’s speak in regards to the aggressive state of affairs just a bit bit extra, like, know, it’s, you understand, sea of sameness, and making an attempt to distinguish your self, give me a way of what that is like as a gross sales, you understand, VP or AVP and, you understand, your staff working with you. Like, what’s that panorama like?

Ben Reynolds (CureMD Healthcare)

Properly, It is so troublesome to articulate the, I’ll use a enjoyable phrase, the cacophony, that a number of these choice makers expertise each day, in my specialty, oncology, it is notably acute as a result of they’re being besieged on all sides by totally different distributors, totally different individuals who wish to promote to them, service them than their very own suppliers who’re demanding an increasing number of of them to assist their companies run.

After which simply the stresses of each day of operating a medical enterprise, whether or not it is a solo to speak observe or a hunter supplier observe.

So in in a position, in an effort to sort of like insert your messaging into that loopy milieu of data, we did not have an opportunity as a result of we did not have something to really differentiate us.

We weren’t capable of articulate like-to-like worth as a result of while you’re beginning, you understand, from to date by behind when it comes to thoughts share and consciousness, you may’t pay sufficient pay for ppc to get anyone to observe on to an motion merchandise if they do not know who you might be or you do not have credibility as to what you may ship.

In order that’s why we actually undertook the branding exercise is that we knew we would have liked to reinvent ourselves in an effort to use this as a splash second and are available out and have that momentum sort of construct in direction of that broader consciousness the place we would not miss out on these alternatives and other people would loop us in and we have since seen success with that nevertheless it was that in authentic understanding that we have been simply to date behind the curve relative to what the opposite gamers out there we have been making an attempt to compete in opposition to have been doing and the you understand that share of the notice of who was doing what out there we knew we needed to begin from scratch and interesting with a branding company like yours that is specialised in healthcare and took the time to know our enterprise and the world by which we reside, whilst a part of the early components of the engagement actually impressed us and knew we had picked the best accomplice.

Stewart Gandolf (Healthcare Success)

That is superior. So, you understand, it is humorous. I simply wish to reply again to one thing you mentioned a second in the past too.

I just lately did a podcast with an oncologist, simply an enchanting man. I do not know if you understand him. His title is Doug Flora, however he is with a well being system.

And he talked about a number of issues. one of many issues he talked about was very persistently, you simply talked about, generally you guys are working with directors, in addition to docs, relying on the state of affairs.

However he is like, you understand, I perceive that folks get pissed off along with his docs, you understand, being sort of ADD and in all places.

However, you understand, one minute I am speaking to anyone that, you understand, simply 5 minutes in the past, I simply instructed them they have been going to die.

After which 5 minutes later, I am their MRI, nervous about our affected person, then I’ve obtained all of the workplace stuff.

It is simply actually onerous for us to focus. Okay, so we all the time have, you understand, I am paraphrasing, and it is precisely in these phrases, however you get the thought, and so if you happen to multiply that occasions, numerous oncologists, and naturally in smaller teams, you understand, the docs are nonetheless operating a present within the form of ten physician teams, there’s sort of democracy, which is even more durable.

And then you definately get to bigger company teams, these are all totally different sorts of issues, so the messaging has to work for all these totally different sorts of audiences too, which is one thing separate as a result of, you understand, some case, directors are in cost.

In different case, the docs are. Properly, I wish to, so I wish to pivot, as a result of everyone desires to learn about challenges, and also you it wasn’t all straightforward for you guys, whilst, you understand, brilliant, sensible, ahead pondering as you guys are, it wasn’t all the time straightforward.

So inform us about a number of the challenges that, you understand, I feel our viewers will relate to this that you might have gone via.

Ben Reynolds (CureMD Healthcare)

Properly, you understand, I feel while you’re contemplating a challenge like this, you understand, earlier than you even have interaction an exterior accomplice, it’s best to attempt to discover, you understand,

know, an inside consensus on, you understand, what, what the success metrics are for the tasks, you understand, it’s important to set up some enlist preliminary baseline KP KPI.

So you may say as soon as the model is launched and we’re measuring, you understand, larger engagement, no matter the way you try this by way of the web site or leads or whatnot, which you can have a transparent earlier than and after image.

As a result of in any other case, you may say that felt profitable, however how actually was it? And I feel it is essential to sort of perceive the place you come from to the place you wish to go.

That is essential each internally and with the way you have interaction the accomplice as a result of I feel one of many issues that we labored along with your staff on, and I feel labored rather well with Paul on, was holding us accountable to what we felt like was a challenge, just like the aims of the challenge general, and serving to your staff perceive the place we felt like we would have liked to go.

Key occasions alongside the way in which. Like one of many issues we actually targeted on was getting, getting in direction of our launch on the Neighborhood Oncology Alliance assembly, as a result of that was our massive popping out occasion was purported to be the Tremendous Bowl for the model.

However you understand, he requested us, you understand, proper then and there, what does that imply? What does that appear to be?

How does that translate into engagement, submit that occasion? after which come to sort of an settlement collectively as to how we’ll execute it.

So I feel it is essential that that inside course of be a part of how an organization thinks a few challenge like this and carries that focus to it, as a result of it isn’t one thing you simply conceptualize and launch with the accomplice.

You must keep engaged. You must have a name and response with like we did along with your of us on messaging on I imply all the things from colours to shapes and finally what we needed our web site to appear to be You may’t simply ask your staff to do this on their very own They should have full engagement from us and there is occasions the place Competing priorities occur and you do not all the time get again to one another With deadlines and whatnot And I feel that slowed our challenge down as a result of we weren’t essentially as all the time accountable to deadlines as we might have been However I feel on the finish of the day Had we identified that on the time we might have directed the eye As a result of what we ended up doing was delaying a very stunning launch by about 60 days As a result of we weren’t as attentive to the deadlines that we dedicated to as we might have been However that is a lesson realized and one which I encourage others to hold into their very own tasks.

Stewart Gandolf (Healthcare Success)

That is nice. It undoubtedly is and I’d simply I wish to add to the challenges half as a result of there’s quite a bit on the subject of This matter and I feel that is why I thanks for operating

Yeah, as a result of that’s actually essential and it is it is I get it as a result of we’re all busy and it is just like the From the company standpoint we would like as a lot time as we will to work on this and to dot you understand to suppose and ruminate and You realize sort of play with concepts All of it labored out nice as a result of you understand that as we all know the deadline for COA the Canadian Alliance present wasn’t gonna transfer for us So we this implies now we have to work quicker more durable towards the top of the speed up at that finish of it and all of it turned out superior Which we’ll come again to in a second, however I feel that is a lesson I’d simply add a pair there as a result of that is you understand, we do, you understand, Ben it is actually fascinating as a result of within the market You realize, we’re undoubtedly Brandon is well being care.

We’re undoubtedly model for experience. I am speaking about as an company The fascinating factor is for a few years. actually lean into the digital aspect Extra and we have all the time been built-in, however now like that built-in mannequin the place we’re doing much more branding is

is extra widespread too. And that is, once more, model evolution for us. We did a rebrand a number of years in the past, however as we have grown, it’s totally totally different than we have been 20 years in the past, proper.

So it evolves over time, organizations naturally speak to them. I’d say one other couple of issues that, and you may communicate to any of this if you need, then, however issues we see on a regular basis as challenges on the subject of this matter on the shopper aspect.

One isn’t actually and also you’re going to speak about scoping a short while so we will drill into this in a minute, however not likely figuring out what we would like.

That is a factor. I feel a number of occasions it is getting actually clear on, you understand, what precisely we have to do when it comes to is it a rebrand? Is it a refresh? Is it simply messaging? Like, these are all various things. And so I feel one of many massive challenges to me about this complete matter is it’s totally, initially, entrepreneurs over time have been very unfastened with the terminology they use.

there’s not one factor of outlined terminology. So you bought to be actually cautious, you are all agreeing on what it’s precisely you are speaking about.

And in order that’s a problem. After which quantity two, simply inherently, until it is a advertising pushed group, which is very uncommon in all care, there’s an actual skepticism towards the subject in any respect, like, I can rent a graphic designer for, you understand, I get some new colours, or I do not wish to change my model, it is wonderful, the way in which it’s, or no matter.

And I feel that understanding of worth is an actual problem at numerous ranges on the govt stage, on the staff stage.

I am not going to any feedback on that as a result of I’ve seen that time and again. Even folks that come to us asking for a model are skeptical about your personal model.

So simply the way in which issues are generally.

Ben Reynolds (CureMD Healthcare)

Yeah, I perceive it. And I feel it is, particularly if a corporation has a extra complicated advertising org, the place they’ve, you understand, the totally different segments and

silos of labor and so they’ll coordinate on a advertising calendar that they execute in opposition to. Except you are a fortune, know, 50 firm, you do not essentially have an individual on workers that is targeted on model, that is targeted on, you understand, model evolution, such as you mentioned.

So while you’re eager about a extra modest firm like us that has, you understand, a smaller however nonetheless refined advertising staff, you understand, there is a, I feel there’s an inclination to suppose I can try this.

And also you would possibly, nevertheless it’s the thought is are you able to do it properly. And if I try this, what’s once more going again to the time period, the chance value of the folks that I’ve on my staff not engaged on the tasks they’d usually work on, as a result of a model execution, a model technique, an execution, it takes a number of effort and time.

And that is why you’re employed with a with an company, as a result of you’ve each the experience in your paying for the bandwidth of that experience, as a result of you understand or ought to acknowledge

that when you would possibly have the ability to attempt to do it internally, it is simply not going to end up the identical, and you will distract your self out of your core mission.

And finally, that chance prices can be way over participating with an company.

Stewart Gandolf (Healthcare Success)

That is nice. I’d simply add a few issues for these of you which can be struggling that wish to get this accomplished, as a result of as I joke, and I obtained this from anyone else years in the past, however advertising departments typically really feel like they’re kicked to the youngsters’ desk.

do not actually, they only, they do not have, they don’t seem to be sitting with the CFO and the COO, and that may be difficult.

However if you happen to’re feeling such as you want this, Ben simply present some nice perception there. suppose one of many greatest issues was the chance value of not doing it, I feel is de facto essential.

And one other factor is, like the inner expertise, and yeah, everyone will be inventive, but when that is essential to you, I imply, that is actually actually a staff sport with, specialised talent, like I can not do what our artwork administrators do.

Just like the staff you place collectively for higher. And your staff was actually, and you bought lively contact. I do not know the way many individuals in our staff, the artists, the writers, the account managers, me on the technique stage.

And it actually was a staff effort. everyone in our staff had, and also you guys had a contact of that final finish product.

And I feel that is actually essential. These are all totally different skillsets. all of it comes magical when you’ve the best form of staff, which fits to my subsequent query.

I wanna say this. Dude, it is a scary factor, proper? It is gotta be actually scary to rent an company.

You are gonna say, okay, now I am gonna be gonna spend all this cash, however I am gonna put our firm’s fame on the road, Mr. CEO or whomever. And if it did not end up properly, it isn’t gonna look good for me personally. So there’s lot of cash in it, it is a number of time.

in order that’s a scary factor. So any recommendation for that, as a result of I get that once I let you know, I will simply come again then.

We’ve an RFP that we’re, {that a} main well being system that reached out to us. It was due for us.

We needed to get our slide accomplished, I feel, in September thirtieth or one thing. they despatched us the primary e-mail saying, okay, it will be the top of the 12 months.

After which it despatched me one other e-mail saying, okay, it will be February twenty eighth. And I get it. However the factor is, for them, it is even larger.

They’re asking to choose an company of file based mostly on a 15-minute assembly with us plus Q&A. Like, that is identical to such a scary factor.

I’d be nervous. However in a smaller approach, let’s speak in regards to the branding, you understand, when it comes to how do you mitigate that?

How do you are feeling like, you understand, assured and sleep properly as you undergo this course of?

What are a number of the stuff you search for?

I feel essential query is, how do you clearly it will be scary, however how do you search for the best company?

How do you make that call? What’s essential?

Ben Reynolds (CureMD Healthcare)

Properly, you understand, I feel a number of it for us was the way in which your staff demonstrated that it wasn’t only a superficial engagement for them from this, from the beginning.

As a result of you’ve Fira Healthcare Company, and also you had some expertise in working with oncology on the observe stage. There’s an admirable challenge you probably did for Astera that basically caught our eye, nevertheless it was the concept you have been going to work with an oncology firm.

And it was clear from the beginning and dealing with Paul and within the early members of the staff that the analysis had been accomplished and never simply at a cursory stage, that there was a deep understanding of the place our firm was, the place our competitors was, how they have been articulating their model into the market and the hole that we had.

And the arrogance, I feel, to talk to their data of that hole and the issues that we would have liked to include to a profitable challenge plan.

That was obvious from the very starting. And it wasn’t simply that they took the time to know that, however additionally they internalized it.

So it wasn’t identical to, superficial data by recitation. They actually ingested it, digested it, got here again to us with a product from the very starting of, here is the place you might be, here is the place we expect you might want to be, in an effort to be aggressive and identifiable and differentiated.

And I feel that meant essentially the most to us and helped us choose you as an company from the very starting, as a result of it simply demonstrated a dedication to the challenge that was above and past the scope of simply here is how a lot time, what number of hours and what number of {dollars}.

We might see from the start there was an funding by your staff in a sure measure of satisfaction and what that completed product may very well be earlier than we even began the engagement.

And that was thrilling to us. And finally that influenced me to firmly advocate to work along with your staff.

Stewart Gandolf (Healthcare Success)

That is superior. By the way in which, we’ve not talked about this earlier than, that is actually useful to me because the CEO. I’d say that it is enjoyable.

I imply, then you definately’ll respect this, I wager. As an company proprietor, most businesses immediately, it’s a powerful enterprise.

It is identical to full, a number of issues out of your management. There’s all the time monetary pressures. There’s all the time tons occurring in 1,000,000 totally different transferring components on daily basis.

However the advisor aspect of us, the strategist in us, we simply cannot overrule that. As a result of a number of businesses, it is about scale.

can we do that rapidly and effectively make as a lot revenue as potential? I simply can’t try this. I’ve to essentially perceive what it’s I am working with.

I have been given the perfect recommendation. I simply obtained off the cellphone this morning with a very cool enterprise app and the behavioral well being house.

Nevertheless it’s a very difficult factor. went again via all of the notes from my staff. went again all of the recordings like, guys, I nonetheless do not perceive this one as much as assist.

So we spent an hour actually, actually going into each element. then when your company drills down that deep, then they arrive again and clearly we’re beginning with healthcare experience, proper?

Once you drill down that deep, then we will pull again with improbable concepts. simply should get within the weeds, it’s important to give you the option perceive that.

In order that suggestions is superior. I actually respect that. I wasn’t even conscious of that. And I do know there’s all the time matches and begins, listeners will most likely make this too.

his staff got here out, reached out, then I form of did not fairly disappear, however we did not do a lot for some time, then we have been capable of pop again out.

And so we would get it, there’s all the time inside issues it’s important to work via. However in some unspecified time in the future, it’s important to commit.

And so committing, it requires the best assertion of labor. And I like that you just steered, it is a matter immediately.

That is a lot enjoyable for me, as a result of these are all little issues that we discuss internally, however I do not suppose there’s probability to speak to shoppers about it fairly often till it is throughout.

So that is enjoyable. So very properly. I will speak in regards to the company viewpoint first, from our standpoint, getting the best scope of labor is significant, as a result of everyone knows what we’re speaking about.

However I feel it is a way more and to your standpoint, as a result of that is a complicated factor to even discuss, proper?

So assist me get with some concepts about assertion of labor and why it is so important and the way you guys obtained it proper with our staff or simply on the whole.

Ben Reynolds (CureMD Healthcare)

Properly, you understand, I feel there are a few issues to speak about right here. And one is, what’s the assertion of labor actually completed for the challenge, proper?

It offers us a framework for the way we’ll work collectively, our obligations to 1 one other. There’s factors of accountability and measures of what meaning for every entity.

For us, for instance, we knew that if we obtained to a sure waypoint and wish to change is after that, it might signify scope creep and there can be, you understand, a monetary consideration.

In order that in and of itself inspired us to sort of keep inside the guardrails and ensure the challenge was transferring in direction of that date that we talked about, you understand, as a result of there’s all the time the temptation as you undergo a challenge plan to sort of deviate or take slightly roundabout detour.

And that may be productive, however until it is managed correctly, you may find yourself out in woods and you are not wherever close to your purpose.

And all of the sudden your timeline’s been eaten away by this diversion. So I feel that in and of itself will be very useful.

However for us, it was extra essential to take part in creating the scope of labor and have that inside dialogue that pressured us to have that dialog to say what does good appear to be and the way can we get there?

And, you understand, to a sure extent, what have been we prepared to spend to get to that vacation spot. After which as soon as we went to that vacation spot, what was subsequent?

Each for us and for our continued engagement along with your group. So in an effort to lay that path, know, it is sort of like again within the day as folks of our age, to not age you to mine, you understand, if you happen to needed to go on a highway journey, you went to AAA and you bought a triptych, which was identical to a giant ebook of flippable maps.

And yeah, you can attempt to do it with out it. However if you happen to did not, you’d get misplaced and find yourself in Albuquerque, like they do within the Bugs Bunny cartoons.

We did not try this as a result of we developed a very good challenge plan scope of labor along with your staff and we adhere to it.

And if we deviated from it, we agreed on the character of that deviation and the last word accountability for every occasion.

And I feel on the finish of the day, we had an important challenge that fell inside funds that appropriately revered the time and materials that you just guys put into it.

And we’re all very proud of the end result.

Stewart Gandolf (Healthcare Success)

That is superior. And as you retain speaking about this, keep in mind why you are such a dream shopper for us. So that is what we take our obligations severely.

And also you guys did too. And I feel that is actually essential for our partnership, proper? It is a partnership. not a one-way avenue.

And we wish to give all the things. I feel too, like in your aspect, know, you guys are very considerate in your strategy.

I might prefer to say you talked about Paul earlier and different members of our groups are additionally very considerate. And I feel that basically went for an excellent marriage in that case.

by the way in which, we’re actually… Extraordinarily, you understand, we we have accomplished all as I discussed. I got here up offline or on-line earlier the This one is only a challenge.

It simply got here collectively so completely like we initially we love getting naming is difficult onerous onerous However you aren’t getting the chance to call a fairly often proper, you understand, it is prefer it’s the perfect at possibly Each different 12 months we get to do the total rebrand together with title, do branding a number of occasions The title is already set so to do the title is difficult after which we would the positioning and the Model messaging and the model construction and the way does that look with the model structure with CureMD and the way does all that stuff work?

It is only a lot there. So it is simply it was a meaty alternative it was budgeted proper we had sufficient funds to do it proper and No extra thoughts you, however we have been capable of do it proper after which You realize the top of the day.

We’re simply very pleased with the outcomes. So I might prefer to get earlier than we wrap up simply a few

of issues. The as soon as it was greenlit, any sort of recommendation about like what occurred alongside the way in which, historical past processes or simply, you understand, what that felt prefer to you guys or is I am unsure if that is something they’re free to reply or not.

However we did have a vital launch of a brand new model. So in your aspect, you needed to put together too. So any feedback on that half?

Ben Reynolds (CureMD Healthcare)

Properly, you understand, I will communicate to 1 factor that I feel it will be essential, hopefully, for different shoppers who may need down the road.

And that’s, you understand, ensuring you’ve strong and accountable inside dialogue round key choice factors. So for instance, talking of naming, we had a complete deck on names that we went via with the staff.

Some have been favored, some not. Then we went away and got here again and mentioned, no, it is this title. After which we had one other dialogue and got here again and mentioned, no, it is this title.

So, you understand, like we mentioned, everytime you’re not as properly aligned internally on choices like that, I imply, you guys have been actually affected person with us, however, you understand, each, each time you say, properly, we’ll meet subsequent week to speak about that and provide you with extra suggestions on our inside dialogue.

It is a week that we do not have in direction of that, that focus on date. So I might encourage different shoppers as they undergo this to, you understand, be targeted on when these waypoints are going to occur.

Be sure your assets are in place to have that dialog that you’ve got sort of an inside accountability matrix.

So that after the choice is made, there is a stick with it-iveness round it, as a result of particularly if you happen to’re doing a full rebrand and choosing a brand new title, there’s a number of choices.

You are going to choose, you are going to choose the title, the font, the colour, the dimensions. We had a consideration that we’re a subsidiary of CureMD, so it was Oncentric, a CureMD firm the place you are going to put a CureMD firm within the emblem, a ton of selections.

So simply be sure you’re prepared for that stage and different phases prefer it. So the challenge can hold tempo and you are not getting wrapped across the axle on.

Properly, I like this colour barely higher than this one and you may’t acquire inside consensus as a result of till you do, the design staff cannot transfer ahead with the subsequent model of what you might want to see.

So, it is that sort of, it sounds mundane, it is actually important as you execute on a model technique like this that your inside geese are in a row to get via these sort of heavy intense decision-making intervals.

Stewart Gandolf (Healthcare Success)

So, once more, a lot right here Ben, to unpack. Primary, there’s two issues timeline to think about. numberone is I see this quite a bit and it did not occur with you as a lot however we definitely did not have any further time.

It is just like the getting stuff accredited can typically be like, you understand, hurry up after which wait after which wait after which wait.

then from an company standpoint, it is slightly like uncomfortable as a result of we wish to hear needy and beggy. you understand, you guys please decide, proper?

As a result of it isn’t the place we’re coming from. However if you happen to actually wish to do that. We’re operating out of time whereas the inner choices are taking place, proper?

So, and oftentimes there is a deadline, there is a massive occasion, one thing we’re making an attempt to do. So, that is not going to vary.

So, that is a problem, identical to I’d say, if you happen to’re eager about this, attempt to give your, construct in loads of time, approach earlier than you suppose you might want to do the launch.

So, you’ve got obtained time for the inevitable inside hiccups that occur that made the delay the launch, you understand, weeks or months.

And once more, the deadline often by no means modifications, so it is useful. And your guys, on this case, we nonetheless had time to do it proper, however, you understand, there’s occasions the place it is like, wait, we will not do that anymore, we simply do not have sufficient time.

After which the second factor is, you are proper, when you’re in it, every stage, it is sequential, largely. you may construct the branding.

In some unspecified time in the future, there’s, we will do that on a parallel path with this, however often it is fairly sequential. So, it is like, we’re hung up, we’re hung up, and in order that’s actually essential.

And as an company, we do not wish to be a nag, we do not wish to be like, you understand, I joke, it is like, I obtained, I stole this time period from anyone else to be a shulty canine.

I am like biting on the heels to get them in line, however sort of should generally, proper? So from the company perspective, love these folks.

You wish to hold the connection. the opposite hand, if you happen to do not, you understand, nip slightly bit, we’ll find yourself lacking the boat and they’ll be actually sad with you.

So it is a delicate steadiness. However you guys did an important job. thought you guys have been superior with that. However these are very actual issues, Ben, the stuff we’re speaking about proper now are like on a regular basis occurred on a regular basis.

Ben Reynolds (CureMD Healthcare)

So the runway is all the time shorter than you suppose it’s. You realize, all the time attempt to construct in bonus time. So for instance, final minute we requested your staff to do a sales space design for us, which they executed in a short time and really properly.

And we, you understand, had a sales space constructed proper earlier than the present utilizing the graphics and design that your staff delivered.

However had we not in-built slightly bonus time, that would not have occurred. give your self some grace, give the staff some further wiggle room, and you will all the time be happier with consequence.

Stewart Gandolf (Healthcare Success)

That is nice. After which So, truly, I might like to know extra in regards to the massive debut. So, you understand, keep in mind we got here from beginning this name, talked about, you understand, sea of sameness and form of misplaced within the fray, you guys had a giant debut, that was not fairly a 12 months in the past, proper?

So I might love to listen to in regards to the debut and what’s occurred since then.

Ben Reynolds (CureMD Healthcare)

Yeah, it was a number of enjoyable to not solely launch at COA as a result of it is the biggest assortment of neighborhood oncology practices through the course of the 12 months, however, you understand, we created buzz as a result of we had nice sales space positioning, the sales space, like I mentioned, was vibrant, the colours that we labored on collectively actually caught the attention.

So, you understand, there’s a number of dynamism within the emblem that we labored with you to design, and I feel it introduced folks into the sales space, you understand, what are you, what do you do, how do you do it?

So we truly had, you understand, most likely 5 occasions the sales space site visitors we had had the earlier 12 months as a result of folks have been curious they needed to know we have been a brand new face in a room stuffed with acquainted faces and that in and of itself felt like a giant splash and since you understand we have launched the web site we have utilized the platform in several different conferences the place we create that very same sort of buzz as a result of folks see that we’re a contemporary face and we carry one thing totally different to the desk and we have been capable of leverage this to have much more conversations and we’re used to and it is nice to be busy.

Stewart Gandolf (Healthcare Success)

That is superior so by the way in which our staff can be loved to listen to that and simply to offer slightly perception to this challenge and we’ll hold a hyperlink to the I feel now we have a portfolio web page about this on our web site and Ben you are okay I will most likely translate this right into a case research as properly for us however the the entire concept one of many key concepts we talked to

um, the CureMD slash incentive staff from the start was that we needed to ensure we had a visible system, colours, you understand, graphics, title, all the things that stood out as a result of actually simply go to him or go to any medical convention and everyone appears alike and everyone says all of the factor.

And so we actually targeted on choosing colours that have been, you understand, vibrant, on the market. It is a problem since you need it to be fashionable, timeless on the similar time.

However I actually really feel like we have been capable of thread that needle. And I like listening to that suggestions on the sales space as a result of, you understand, I might have been thrilled if you happen to guys had a ten or 40 by 40 sales space by 10.

We’re capable of like, you understand, do stand out in a crowd, which is superior. Any final phrases of recommendation for our audiences as we wrap up right here?

Ben Reynolds (CureMD Healthcare)

We wrap up right here. You realize, I feel the most important piece of recommendation is there comes some extent the place you might want to bounce off the diving board.

Um, you may stand there and ponder the water all you need, however you understand that finally it is, it is actually sizzling on the market.

You bought to get moist. Uh, so Discover the best dive to do as you launch your self into the water, however make the bounce as a result of I feel had we accomplished this a few years earlier, um, we might have been quite a bit additional down the highway with our progress technique.

Uh, in executing in opposition to Working our approach into totally different segments of the oncology house. Uh, simply because like I mentioned, there have been alternatives that we have been made conscious of that we missed out on.

Uh, as a result of folks simply did not know who we’re. Um, so I’ll say that I have not misplaced some sleep.

Uh, considering that, uh, you understand, to make use of the phrase once more, alternative prices, however I’ve as a result of, uh, I simply really feel like had we accomplished this sooner. Uh, We might be a lot farther down the highway of our grand technique than we’re immediately however, hey, we did it thrilled with the end result and regrets cannot have them as a result of all now we have is the fact we have created collectively and we’re thrilled with the challenge and the end result and we thanks and your staff.

Stewart Gandolf (Healthcare Success)

Thanks for being superior shoppers it was a improbable partnership you understand stay up for working with you and also you guys and the bigger firm hopefully in different methods for years to come back we actually respect that work we did with you guys it was enjoyable, by no means straightforward, however enjoyable it is only a lot however you guys truly made it enjoyable it was straightforward too generally as a result of it’s totally straightforward to have a look at shoppers you want in order that was nice thanks, Ben.

Ben Reynolds (CureMD Healthcare)
It’s been a pleasure. Sit up for seeing you once more quickly.

Learn the Full Transcript

Stewart Gandolf (Healthcare Success)

Hiya once more, Stewart Gandolf right here for one more podcast. I am excited to have one more actually sensible knowledgeable visitor with me immediately who occurs to be a shopper and a pal.

We do not do sufficient shoppers on this podcast, so I used to be speaking to Ben, I do not know what was it, Ben, a month in the past, and we have been saying like, why do not you come on the podcast?

And he is like, yeah, why not? So welcome, Ben.

Good to see you, Ben.

Ben Reynolds (CureMD Healthcare)

Yeah, it is a pleasure. see you as properly. You realize, it is too late to say joyful new 12 months, however we’ll nonetheless want you one nonetheless.

Stewart Gandolf (Healthcare Success)

I’ve you two. And so, Ben, in addition to being a pal and a shopper is Affiliate Vice President for Gross sales for CureMD’s Oncology Division, Oncentric. And so tremendous excited to speak to Ben. As I discussed a second in the past, he is very educated, had nice instincts as a shopper.

We’ll discuss this slightly bit later about new precisely what he needed. Simply the sort of factor that offers us makes it enjoyable for us as an company.

It’s totally cool work with some like Ben. after all, on prime of all these accolades, Ben is sporting the key tech black look, bro, shared together with me immediately because it seems. Welcome again once more.

Ben Reynolds (CureMD Healthcare)

It is an actual pleasure and thanks for the accolades. A lot humbled and appreciated. I did even have three layers of black, so I took them memo properly.

And I am simply excited to have the dialog. As a result of I feel when an organization decides to embark on this quest and suppose, you understand, how do I both reimagine myself or create a picture for myself for a brand new firm? It is simply actually essential that they suppose quite a bit about how they need that to happen and the accomplice with whom they wish to do it.

And the expertise that we had with you and your staff actually, you understand, taught me quite a bit, although I’ve accomplished this a few occasions earlier than in my profession.

However on the finish of the day, the schooling that I got here away with was the best company working with you in an accountable method is important to a profitable course of.

And really, as you may see behind me, if I keep in mind to lean the best approach, this is among the backgrounds that Brett created for us.

And I am simply, you understand, thrilled to have the chance to speak about our expertise and encourage others to undertake, you understand, the same endeavor.

Stewart Gandolf (Healthcare Success)

Superior. Nice. Okay, so I used to be simply checking my microphone there, nevertheless it seems like I am nonetheless working.

Ben Reynolds (CureMD Healthcare)

Yep, you sound nice.

Stewart Gandolf (Healthcare Success)

All proper, so nice. So, you understand, For our listeners, we obtained to know Ben and his staff again in early 2023, and it looks as if, wow, it will possibly’t be that way back, nevertheless it was.

In order that they instructed us they have been contemplating a model, truly, know, it is humorous, when your teammate reached out to us, Ben, I am going, oh, CureMD, I do know CureMD, how enjoyable that is, do not know what that is about.

you understand, CureMD is among the observe administration platform slash EHR, EMR areas, insanely credit score, or I am sorry, aggressive, for these of you who do not know it.

However CureMD is a big model in that class, and so very, very look-alike audiences, opponents all look and sound the identical.

And so, to credit score to Ben and his staff, they have been on the lookout for a accomplice, and so they knew they needed to create a model, Ben, are you able to inform our listeners slightly bit extra about that, and, you understand, of what you are hoping to do?

Ben Reynolds (CureMD Healthcare)

Properly, it is fascinating, and after we considered this engagement, and truthfully dedicating the funds and assets to it, we understood that, as CureMD, such as you mentioned, broadly acknowledged, however the entire EMR observe administration house is considerably generic proper now.

There are a number of gamers, we provide a number of the identical content material and companies. We expect that we do it properly and now we have a full stack of companies and choices that differentiate us in some ways, however as with all firm, you sort of fall into the white noise of the house.

Much more importantly, we service 35 specialties, solely one in all which is the one I concentrate on, which is oncology.

And we did a model audit in cooperation with one in all our companions that discovered that out of oncologists locally setting, which is our goal market, solely 6% of neighborhood based mostly on this new CureMD had an oncology particular providing.

So it was a wakeup name for us, we actually felt like we had some measure of consciousness out there.

And after we had that metric, we used it as a platform to not solely persuade administration to supply the funding for a rebrand, however to permit us to be engaged in it, not simply as, you understand, folks having to do different jobs, however as a corporation all contributing to how we will raise this challenge ahead and make it a profitable one.

It was simply needed. No one knew we have been on the market and our main opponents have been successful enterprise. And after we’d observe up with somebody afterwards, they’d say, I’d have referred to as you, however I did not even know you have been there.

So, when you consider model funding and also you’re in a state of affairs like we have been in, there’s a possibility value there.

So you may say, yeah, the challenge value is X, however the alternative value of being not noted of so many of those alternatives, not even thought of that an RFP or referred to as is so

a lot bigger than that preliminary funding within the model, any ensuing success that may come from that.

Stewart Gandolf (Healthcare Success)

That’s, there’s a lot to unpack there.

Ben Reynolds (CureMD Healthcare)

Yeah, I speak quite a bit.

Stewart Gandolf (Healthcare Success)

No, however what’s nice is initially, primary, and I feel the general public that, or a minimum of lots of the folks listening immediately which can be fighting branding and what to do about it, there’s some massive classes proper there.

Lesson primary is knowledge. You employ knowledge to come back again with one thing that is goal that was to gave you a way of the place you guys did within the market.

So if solely 6% of individuals know you, that is an issue. That is not simply saying, you understand, you coming to different ranges of administration saying no one is aware of us.

When you’ve knowledge, it catches consideration, proper? In any other case, it seems like a whiny salesperson. So that is the factor. Quantity two, you guys have been capable of show that you just have been shedding enterprise due to that.

folks do not even know you. that, by the way in which, you mentioned that, thought, oh, man, I can relate. know, such as you guys have specialised what you do.

We’re what we do. And it is like, it is superb to me that, you understand, folks which can be in healthcare, after they’re on the lookout for an company, they only rent just like the man subsequent door.

It is simply loopy to me. Like, wait, you can have had extremely specialised experience for a similar quantity, however they only, they by no means even heard of them to go searching.

So I really feel you are ache there for certain, as a result of we see that. However I assume the significance of branding for us, for you guys, for all the things, it’s important to hold beating that drum perpetually.

And the problem, although, is that we’ll all come into challenges slightly bit right here. Let’s speak in regards to the aggressive state of affairs just a bit bit extra, like, know, it’s, you understand, sea of sameness, and making an attempt to distinguish your self, give me a way of what that is like as a gross sales, you understand, VP or AVP and, you understand, your staff working with you. Like, what’s that panorama like?

Ben Reynolds (CureMD Healthcare)

Properly, It is so troublesome to articulate the, I’ll use a enjoyable phrase, the cacophony, that a number of these choice makers expertise each day, in my specialty, oncology, it is notably acute as a result of they’re being besieged on all sides by totally different distributors, totally different individuals who wish to promote to them, service them than their very own suppliers who’re demanding an increasing number of of them to assist their companies run.

After which simply the stresses of each day of operating a medical enterprise, whether or not it is a solo to speak observe or a hunter supplier observe.

So in in a position, in an effort to sort of like insert your messaging into that loopy milieu of data, we did not have an opportunity as a result of we did not have something to really differentiate us.

We weren’t capable of articulate like-to-like worth as a result of while you’re beginning, you understand, from to date by behind when it comes to thoughts share and consciousness, you may’t pay sufficient pay for ppc to get anyone to observe on to an motion merchandise if they do not know who you might be or you do not have credibility as to what you may ship.

In order that’s why we actually undertook the branding exercise is that we knew we would have liked to reinvent ourselves in an effort to use this as a splash second and are available out and have that momentum sort of construct in direction of that broader consciousness the place we would not miss out on these alternatives and other people would loop us in and we have since seen success with that nevertheless it was that in authentic understanding that we have been simply to date behind the curve relative to what the opposite gamers out there we have been making an attempt to compete in opposition to have been doing and the you understand that share of the notice of who was doing what out there we knew we needed to begin from scratch and interesting with a branding company like yours that is specialised in healthcare and took the time to know our enterprise and the world by which we reside, whilst a part of the early components of the engagement actually impressed us and knew we had picked the best accomplice.

Stewart Gandolf (Healthcare Success)

That is superior. So, you understand, it is humorous. I simply wish to reply again to one thing you mentioned a second in the past too.

I just lately did a podcast with an oncologist, simply an enchanting man. I do not know if you understand him. His title is Doug Flora, however he is with a well being system.

And he talked about a number of issues. one of many issues he talked about was very persistently, you simply talked about, generally you guys are working with directors, in addition to docs, relying on the state of affairs.

However he is like, you understand, I perceive that folks get pissed off along with his docs, you understand, being sort of ADD and in all places.

However, you understand, one minute I am speaking to anyone that, you understand, simply 5 minutes in the past, I simply instructed them they have been going to die.

After which 5 minutes later, I am their MRI, nervous about our affected person, then I’ve obtained all of the workplace stuff.

It is simply actually onerous for us to focus. Okay, so we all the time have, you understand, I am paraphrasing, and it is precisely in these phrases, however you get the thought, and so if you happen to multiply that occasions, numerous oncologists, and naturally in smaller teams, you understand, the docs are nonetheless operating a present within the form of ten physician teams, there’s sort of democracy, which is even more durable.

And then you definately get to bigger company teams, these are all totally different sorts of issues, so the messaging has to work for all these totally different sorts of audiences too, which is one thing separate as a result of, you understand, some case, directors are in cost.

In different case, the docs are. Properly, I wish to, so I wish to pivot, as a result of everyone desires to learn about challenges, and also you it wasn’t all straightforward for you guys, whilst, you understand, brilliant, sensible, ahead pondering as you guys are, it wasn’t all the time straightforward.

So inform us about a number of the challenges that, you understand, I feel our viewers will relate to this that you might have gone via.

Ben Reynolds (CureMD Healthcare)

Properly, you understand, I feel while you’re contemplating a challenge like this, you understand, earlier than you even have interaction an exterior accomplice, it’s best to attempt to discover, you understand,

know, an inside consensus on, you understand, what, what the success metrics are for the tasks, you understand, it’s important to set up some enlist preliminary baseline KP KPI.

So you may say as soon as the model is launched and we’re measuring, you understand, larger engagement, no matter the way you try this by way of the web site or leads or whatnot, which you can have a transparent earlier than and after image.

As a result of in any other case, you may say that felt profitable, however how actually was it? And I feel it is essential to sort of perceive the place you come from to the place you wish to go.

That is essential each internally and with the way you have interaction the accomplice as a result of I feel one of many issues that we labored along with your staff on, and I feel labored rather well with Paul on, was holding us accountable to what we felt like was a challenge, just like the aims of the challenge general, and serving to your staff perceive the place we felt like we would have liked to go.

Key occasions alongside the way in which. Like one of many issues we actually targeted on was getting, getting in direction of our launch on the Neighborhood Oncology Alliance assembly, as a result of that was our massive popping out occasion was purported to be the Tremendous Bowl for the model.

However you understand, he requested us, you understand, proper then and there, what does that imply? What does that appear to be?

How does that translate into engagement, submit that occasion? after which come to sort of an settlement collectively as to how we’ll execute it.

So I feel it is essential that that inside course of be a part of how an organization thinks a few challenge like this and carries that focus to it, as a result of it isn’t one thing you simply conceptualize and launch with the accomplice.

You must keep engaged. You must have a name and response with like we did along with your of us on messaging on I imply all the things from colours to shapes and finally what we needed our web site to appear to be You may’t simply ask your staff to do this on their very own They should have full engagement from us and there is occasions the place Competing priorities occur and you do not all the time get again to one another With deadlines and whatnot And I feel that slowed our challenge down as a result of we weren’t essentially as all the time accountable to deadlines as we might have been However I feel on the finish of the day Had we identified that on the time we might have directed the eye As a result of what we ended up doing was delaying a very stunning launch by about 60 days As a result of we weren’t as attentive to the deadlines that we dedicated to as we might have been However that is a lesson realized and one which I encourage others to hold into their very own tasks.

Stewart Gandolf (Healthcare Success)

That is nice. It undoubtedly is and I’d simply I wish to add to the challenges half as a result of there’s quite a bit on the subject of This matter and I feel that is why I thanks for operating

Yeah, as a result of that’s actually essential and it is it is I get it as a result of we’re all busy and it is just like the From the company standpoint we would like as a lot time as we will to work on this and to dot you understand to suppose and ruminate and You realize sort of play with concepts All of it labored out nice as a result of you understand that as we all know the deadline for COA the Canadian Alliance present wasn’t gonna transfer for us So we this implies now we have to work quicker more durable towards the top of the speed up at that finish of it and all of it turned out superior Which we’ll come again to in a second, however I feel that is a lesson I’d simply add a pair there as a result of that is you understand, we do, you understand, Ben it is actually fascinating as a result of within the market You realize, we’re undoubtedly Brandon is well being care.

We’re undoubtedly model for experience. I am speaking about as an company The fascinating factor is for a few years. actually lean into the digital aspect Extra and we have all the time been built-in, however now like that built-in mannequin the place we’re doing much more branding is

is extra widespread too. And that is, once more, model evolution for us. We did a rebrand a number of years in the past, however as we have grown, it’s totally totally different than we have been 20 years in the past, proper.

So it evolves over time, organizations naturally speak to them. I’d say one other couple of issues that, and you may communicate to any of this if you need, then, however issues we see on a regular basis as challenges on the subject of this matter on the shopper aspect.

One isn’t actually and also you’re going to speak about scoping a short while so we will drill into this in a minute, however not likely figuring out what we would like.

That is a factor. I feel a number of occasions it is getting actually clear on, you understand, what precisely we have to do when it comes to is it a rebrand? Is it a refresh? Is it simply messaging? Like, these are all various things. And so I feel one of many massive challenges to me about this complete matter is it’s totally, initially, entrepreneurs over time have been very unfastened with the terminology they use.

there’s not one factor of outlined terminology. So you bought to be actually cautious, you are all agreeing on what it’s precisely you are speaking about.

And in order that’s a problem. After which quantity two, simply inherently, until it is a advertising pushed group, which is very uncommon in all care, there’s an actual skepticism towards the subject in any respect, like, I can rent a graphic designer for, you understand, I get some new colours, or I do not wish to change my model, it is wonderful, the way in which it’s, or no matter.

And I feel that understanding of worth is an actual problem at numerous ranges on the govt stage, on the staff stage.

I am not going to any feedback on that as a result of I’ve seen that time and again. Even folks that come to us asking for a model are skeptical about your personal model.

So simply the way in which issues are generally.

Ben Reynolds (CureMD Healthcare)

Yeah, I perceive it. And I feel it is, particularly if a corporation has a extra complicated advertising org, the place they’ve, you understand, the totally different segments and

silos of labor and so they’ll coordinate on a advertising calendar that they execute in opposition to. Except you are a fortune, know, 50 firm, you do not essentially have an individual on workers that is targeted on model, that is targeted on, you understand, model evolution, such as you mentioned.

So while you’re eager about a extra modest firm like us that has, you understand, a smaller however nonetheless refined advertising staff, you understand, there is a, I feel there’s an inclination to suppose I can try this.

And also you would possibly, nevertheless it’s the thought is are you able to do it properly. And if I try this, what’s once more going again to the time period, the chance value of the folks that I’ve on my staff not engaged on the tasks they’d usually work on, as a result of a model execution, a model technique, an execution, it takes a number of effort and time.

And that is why you’re employed with a with an company, as a result of you’ve each the experience in your paying for the bandwidth of that experience, as a result of you understand or ought to acknowledge

that when you would possibly have the ability to attempt to do it internally, it is simply not going to end up the identical, and you will distract your self out of your core mission.

And finally, that chance prices can be way over participating with an company.

Stewart Gandolf (Healthcare Success)

That is nice. I’d simply add a few issues for these of you which can be struggling that wish to get this accomplished, as a result of as I joke, and I obtained this from anyone else years in the past, however advertising departments typically really feel like they’re kicked to the youngsters’ desk.

do not actually, they only, they do not have, they don’t seem to be sitting with the CFO and the COO, and that may be difficult.

However if you happen to’re feeling such as you want this, Ben simply present some nice perception there. suppose one of many greatest issues was the chance value of not doing it, I feel is de facto essential.

And one other factor is, like the inner expertise, and yeah, everyone will be inventive, but when that is essential to you, I imply, that is actually actually a staff sport with, specialised talent, like I can not do what our artwork administrators do.

Just like the staff you place collectively for higher. And your staff was actually, and you bought lively contact. I do not know the way many individuals in our staff, the artists, the writers, the account managers, me on the technique stage.

And it actually was a staff effort. everyone in our staff had, and also you guys had a contact of that final finish product.

And I feel that is actually essential. These are all totally different skillsets. all of it comes magical when you’ve the best form of staff, which fits to my subsequent query.

I wanna say this. Dude, it is a scary factor, proper? It is gotta be actually scary to rent an company.

You are gonna say, okay, now I am gonna be gonna spend all this cash, however I am gonna put our firm’s fame on the road, Mr. CEO or whomever. And if it did not end up properly, it isn’t gonna look good for me personally. So there’s lot of cash in it, it is a number of time.

in order that’s a scary factor. So any recommendation for that, as a result of I get that once I let you know, I will simply come again then.

We’ve an RFP that we’re, {that a} main well being system that reached out to us. It was due for us.

We needed to get our slide accomplished, I feel, in September thirtieth or one thing. they despatched us the primary e-mail saying, okay, it will be the top of the 12 months.

After which it despatched me one other e-mail saying, okay, it will be February twenty eighth. And I get it. However the factor is, for them, it is even larger.

They’re asking to choose an company of file based mostly on a 15-minute assembly with us plus Q&A. Like, that is identical to such a scary factor.

I’d be nervous. However in a smaller approach, let’s speak in regards to the branding, you understand, when it comes to how do you mitigate that?

How do you are feeling like, you understand, assured and sleep properly as you undergo this course of?

What are a number of the stuff you search for?

I feel essential query is, how do you clearly it will be scary, however how do you search for the best company?

How do you make that call? What’s essential?

Ben Reynolds (CureMD Healthcare)

Properly, you understand, I feel a number of it for us was the way in which your staff demonstrated that it wasn’t only a superficial engagement for them from this, from the beginning.

As a result of you’ve Fira Healthcare Company, and also you had some expertise in working with oncology on the observe stage. There’s an admirable challenge you probably did for Astera that basically caught our eye, nevertheless it was the concept you have been going to work with an oncology firm.

And it was clear from the beginning and dealing with Paul and within the early members of the staff that the analysis had been accomplished and never simply at a cursory stage, that there was a deep understanding of the place our firm was, the place our competitors was, how they have been articulating their model into the market and the hole that we had.

And the arrogance, I feel, to talk to their data of that hole and the issues that we would have liked to include to a profitable challenge plan.

That was obvious from the very starting. And it wasn’t simply that they took the time to know that, however additionally they internalized it.

So it wasn’t identical to, superficial data by recitation. They actually ingested it, digested it, got here again to us with a product from the very starting of, here is the place you might be, here is the place we expect you might want to be, in an effort to be aggressive and identifiable and differentiated.

And I feel that meant essentially the most to us and helped us choose you as an company from the very starting, as a result of it simply demonstrated a dedication to the challenge that was above and past the scope of simply here is how a lot time, what number of hours and what number of {dollars}.

We might see from the start there was an funding by your staff in a sure measure of satisfaction and what that completed product may very well be earlier than we even began the engagement.

And that was thrilling to us. And finally that influenced me to firmly advocate to work along with your staff.

Stewart Gandolf (Healthcare Success)

That is superior. By the way in which, we’ve not talked about this earlier than, that is actually useful to me because the CEO. I’d say that it is enjoyable.

I imply, then you definately’ll respect this, I wager. As an company proprietor, most businesses immediately, it’s a powerful enterprise.

It is identical to full, a number of issues out of your management. There’s all the time monetary pressures. There’s all the time tons occurring in 1,000,000 totally different transferring components on daily basis.

However the advisor aspect of us, the strategist in us, we simply cannot overrule that. As a result of a number of businesses, it is about scale.

can we do that rapidly and effectively make as a lot revenue as potential? I simply can’t try this. I’ve to essentially perceive what it’s I am working with.

I have been given the perfect recommendation. I simply obtained off the cellphone this morning with a very cool enterprise app and the behavioral well being house.

Nevertheless it’s a very difficult factor. went again via all of the notes from my staff. went again all of the recordings like, guys, I nonetheless do not perceive this one as much as assist.

So we spent an hour actually, actually going into each element. then when your company drills down that deep, then they arrive again and clearly we’re beginning with healthcare experience, proper?

Once you drill down that deep, then we will pull again with improbable concepts. simply should get within the weeds, it’s important to give you the option perceive that.

In order that suggestions is superior. I actually respect that. I wasn’t even conscious of that. And I do know there’s all the time matches and begins, listeners will most likely make this too.

his staff got here out, reached out, then I form of did not fairly disappear, however we did not do a lot for some time, then we have been capable of pop again out.

And so we would get it, there’s all the time inside issues it’s important to work via. However in some unspecified time in the future, it’s important to commit.

And so committing, it requires the best assertion of labor. And I like that you just steered, it is a matter immediately.

That is a lot enjoyable for me, as a result of these are all little issues that we discuss internally, however I do not suppose there’s probability to speak to shoppers about it fairly often till it is throughout.

So that is enjoyable. So very properly. I will speak in regards to the company viewpoint first, from our standpoint, getting the best scope of labor is significant, as a result of everyone knows what we’re speaking about.

However I feel it is a way more and to your standpoint, as a result of that is a complicated factor to even discuss, proper?

So assist me get with some concepts about assertion of labor and why it is so important and the way you guys obtained it proper with our staff or simply on the whole.

Ben Reynolds (CureMD Healthcare)

Properly, you understand, I feel there are a few issues to speak about right here. And one is, what’s the assertion of labor actually completed for the challenge, proper?

It offers us a framework for the way we’ll work collectively, our obligations to 1 one other. There’s factors of accountability and measures of what meaning for every entity.

For us, for instance, we knew that if we obtained to a sure waypoint and wish to change is after that, it might signify scope creep and there can be, you understand, a monetary consideration.

In order that in and of itself inspired us to sort of keep inside the guardrails and ensure the challenge was transferring in direction of that date that we talked about, you understand, as a result of there’s all the time the temptation as you undergo a challenge plan to sort of deviate or take slightly roundabout detour.

And that may be productive, however until it is managed correctly, you may find yourself out in woods and you are not wherever close to your purpose.

And all of the sudden your timeline’s been eaten away by this diversion. So I feel that in and of itself will be very useful.

However for us, it was extra essential to take part in creating the scope of labor and have that inside dialogue that pressured us to have that dialog to say what does good appear to be and the way can we get there?

And, you understand, to a sure extent, what have been we prepared to spend to get to that vacation spot. After which as soon as we went to that vacation spot, what was subsequent?

Each for us and for our continued engagement along with your group. So in an effort to lay that path, know, it is sort of like again within the day as folks of our age, to not age you to mine, you understand, if you happen to needed to go on a highway journey, you went to AAA and you bought a triptych, which was identical to a giant ebook of flippable maps.

And yeah, you can attempt to do it with out it. However if you happen to did not, you’d get misplaced and find yourself in Albuquerque, like they do within the Bugs Bunny cartoons.

We did not try this as a result of we developed a very good challenge plan scope of labor along with your staff and we adhere to it.

And if we deviated from it, we agreed on the character of that deviation and the last word accountability for every occasion.

And I feel on the finish of the day, we had an important challenge that fell inside funds that appropriately revered the time and materials that you just guys put into it.

And we’re all very proud of the end result.

Stewart Gandolf (Healthcare Success)

That is superior. And as you retain speaking about this, keep in mind why you are such a dream shopper for us. So that is what we take our obligations severely.

And also you guys did too. And I feel that is actually essential for our partnership, proper? It is a partnership. not a one-way avenue.

And we wish to give all the things. I feel too, like in your aspect, know, you guys are very considerate in your strategy.

I might prefer to say you talked about Paul earlier and different members of our groups are additionally very considerate. And I feel that basically went for an excellent marriage in that case.

by the way in which, we’re actually… Extraordinarily, you understand, we we have accomplished all as I discussed. I got here up offline or on-line earlier the This one is only a challenge.

It simply got here collectively so completely like we initially we love getting naming is difficult onerous onerous However you aren’t getting the chance to call a fairly often proper, you understand, it is prefer it’s the perfect at possibly Each different 12 months we get to do the total rebrand together with title, do branding a number of occasions The title is already set so to do the title is difficult after which we would the positioning and the Model messaging and the model construction and the way does that look with the model structure with CureMD and the way does all that stuff work?

It is only a lot there. So it is simply it was a meaty alternative it was budgeted proper we had sufficient funds to do it proper and No extra thoughts you, however we have been capable of do it proper after which You realize the top of the day.

We’re simply very pleased with the outcomes. So I might prefer to get earlier than we wrap up simply a few

of issues. The as soon as it was greenlit, any sort of recommendation about like what occurred alongside the way in which, historical past processes or simply, you understand, what that felt prefer to you guys or is I am unsure if that is something they’re free to reply or not.

However we did have a vital launch of a brand new model. So in your aspect, you needed to put together too. So any feedback on that half?

Ben Reynolds (CureMD Healthcare)

Properly, you understand, I will communicate to 1 factor that I feel it will be essential, hopefully, for different shoppers who may need down the road.

And that’s, you understand, ensuring you’ve strong and accountable inside dialogue round key choice factors. So for instance, talking of naming, we had a complete deck on names that we went via with the staff.

Some have been favored, some not. Then we went away and got here again and mentioned, no, it is this title. After which we had one other dialogue and got here again and mentioned, no, it is this title.

So, you understand, like we mentioned, everytime you’re not as properly aligned internally on choices like that, I imply, you guys have been actually affected person with us, however, you understand, each, each time you say, properly, we’ll meet subsequent week to speak about that and provide you with extra suggestions on our inside dialogue.

It is a week that we do not have in direction of that, that focus on date. So I might encourage different shoppers as they undergo this to, you understand, be targeted on when these waypoints are going to occur.

Be sure your assets are in place to have that dialog that you’ve got sort of an inside accountability matrix.

So that after the choice is made, there is a stick with it-iveness round it, as a result of particularly if you happen to’re doing a full rebrand and choosing a brand new title, there’s a number of choices.

You are going to choose, you are going to choose the title, the font, the colour, the dimensions. We had a consideration that we’re a subsidiary of CureMD, so it was Oncentric, a CureMD firm the place you are going to put a CureMD firm within the emblem, a ton of selections.

So simply be sure you’re prepared for that stage and different phases prefer it. So the challenge can hold tempo and you are not getting wrapped across the axle on.

Properly, I like this colour barely higher than this one and you may’t acquire inside consensus as a result of till you do, the design staff cannot transfer ahead with the subsequent model of what you might want to see.

So, it is that sort of, it sounds mundane, it is actually important as you execute on a model technique like this that your inside geese are in a row to get via these sort of heavy intense decision-making intervals.

Stewart Gandolf (Healthcare Success)

So, once more, a lot right here Ben, to unpack. Primary, there’s two issues timeline to think about. numberone is I see this quite a bit and it did not occur with you as a lot however we definitely did not have any further time.

It is just like the getting stuff accredited can typically be like, you understand, hurry up after which wait after which wait after which wait.

then from an company standpoint, it is slightly like uncomfortable as a result of we wish to hear needy and beggy. you understand, you guys please decide, proper?

As a result of it isn’t the place we’re coming from. However if you happen to actually wish to do that. We’re operating out of time whereas the inner choices are taking place, proper?

So, and oftentimes there is a deadline, there is a massive occasion, one thing we’re making an attempt to do. So, that is not going to vary.

So, that is a problem, identical to I’d say, if you happen to’re eager about this, attempt to give your, construct in loads of time, approach earlier than you suppose you might want to do the launch.

So, you’ve got obtained time for the inevitable inside hiccups that occur that made the delay the launch, you understand, weeks or months.

And once more, the deadline often by no means modifications, so it is useful. And your guys, on this case, we nonetheless had time to do it proper, however, you understand, there’s occasions the place it is like, wait, we will not do that anymore, we simply do not have sufficient time.

After which the second factor is, you are proper, when you’re in it, every stage, it is sequential, largely. you may construct the branding.

In some unspecified time in the future, there’s, we will do that on a parallel path with this, however often it is fairly sequential. So, it is like, we’re hung up, we’re hung up, and in order that’s actually essential.

And as an company, we do not wish to be a nag, we do not wish to be like, you understand, I joke, it is like, I obtained, I stole this time period from anyone else to be a shulty canine.

I am like biting on the heels to get them in line, however sort of should generally, proper? So from the company perspective, love these folks.

You wish to hold the connection. the opposite hand, if you happen to do not, you understand, nip slightly bit, we’ll find yourself lacking the boat and they’ll be actually sad with you.

So it is a delicate steadiness. However you guys did an important job. thought you guys have been superior with that. However these are very actual issues, Ben, the stuff we’re speaking about proper now are like on a regular basis occurred on a regular basis.

Ben Reynolds (CureMD Healthcare)

So the runway is all the time shorter than you suppose it’s. You realize, all the time attempt to construct in bonus time. So for instance, final minute we requested your staff to do a sales space design for us, which they executed in a short time and really properly.

And we, you understand, had a sales space constructed proper earlier than the present utilizing the graphics and design that your staff delivered.

However had we not in-built slightly bonus time, that would not have occurred. give your self some grace, give the staff some further wiggle room, and you will all the time be happier with consequence.

Stewart Gandolf (Healthcare Success)

That is nice. After which So, truly, I might like to know extra in regards to the massive debut. So, you understand, keep in mind we got here from beginning this name, talked about, you understand, sea of sameness and form of misplaced within the fray, you guys had a giant debut, that was not fairly a 12 months in the past, proper?

So I might love to listen to in regards to the debut and what’s occurred since then.

Ben Reynolds (CureMD Healthcare)

Yeah, it was a number of enjoyable to not solely launch at COA as a result of it is the biggest assortment of neighborhood oncology practices through the course of the 12 months, however, you understand, we created buzz as a result of we had nice sales space positioning, the sales space, like I mentioned, was vibrant, the colours that we labored on collectively actually caught the attention.

So, you understand, there’s a number of dynamism within the emblem that we labored with you to design, and I feel it introduced folks into the sales space, you understand, what are you, what do you do, how do you do it?

So we truly had, you understand, most likely 5 occasions the sales space site visitors we had had the earlier 12 months as a result of folks have been curious they needed to know we have been a brand new face in a room stuffed with acquainted faces and that in and of itself felt like a giant splash and since you understand we have launched the web site we have utilized the platform in several different conferences the place we create that very same sort of buzz as a result of folks see that we’re a contemporary face and we carry one thing totally different to the desk and we have been capable of leverage this to have much more conversations and we’re used to and it is nice to be busy.

Stewart Gandolf (Healthcare Success)

That is superior so by the way in which our staff can be loved to listen to that and simply to offer slightly perception to this challenge and we’ll hold a hyperlink to the I feel now we have a portfolio web page about this on our web site and Ben you are okay I will most likely translate this right into a case research as properly for us however the the entire concept one of many key concepts we talked to

um, the CureMD slash incentive staff from the start was that we needed to ensure we had a visible system, colours, you understand, graphics, title, all the things that stood out as a result of actually simply go to him or go to any medical convention and everyone appears alike and everyone says all of the factor.

And so we actually targeted on choosing colours that have been, you understand, vibrant, on the market. It is a problem since you need it to be fashionable, timeless on the similar time.

However I actually really feel like we have been capable of thread that needle. And I like listening to that suggestions on the sales space as a result of, you understand, I might have been thrilled if you happen to guys had a ten or 40 by 40 sales space by 10.

We’re capable of like, you understand, do stand out in a crowd, which is superior. Any final phrases of recommendation for our audiences as we wrap up right here?

Ben Reynolds (CureMD Healthcare)

We wrap up right here. You realize, I feel the most important piece of recommendation is there comes some extent the place you might want to bounce off the diving board.

Um, you may stand there and ponder the water all you need, however you understand that finally it is, it is actually sizzling on the market.

You bought to get moist. Uh, so Discover the best dive to do as you launch your self into the water, however make the bounce as a result of I feel had we accomplished this a few years earlier, um, we might have been quite a bit additional down the highway with our progress technique.

Uh, in executing in opposition to Working our approach into totally different segments of the oncology house. Uh, simply because like I mentioned, there have been alternatives that we have been made conscious of that we missed out on.

Uh, as a result of folks simply did not know who we’re. Um, so I’ll say that I have not misplaced some sleep.

Uh, considering that, uh, you understand, to make use of the phrase once more, alternative prices, however I’ve as a result of, uh, I simply really feel like had we accomplished this sooner. Uh, We might be a lot farther down the highway of our grand technique than we’re immediately however, hey, we did it thrilled with the end result and regrets cannot have them as a result of all now we have is the fact we have created collectively and we’re thrilled with the challenge and the end result and we thanks and your staff.

Stewart Gandolf (Healthcare Success)

Thanks for being superior shoppers it was a improbable partnership you understand stay up for working with you and also you guys and the bigger firm hopefully in different methods for years to come back we actually respect that work we did with you guys it was enjoyable, by no means straightforward, however enjoyable it is only a lot however you guys truly made it enjoyable it was straightforward too generally as a result of it’s totally straightforward to have a look at shoppers you want in order that was nice thanks, Ben.

Ben Reynolds (CureMD Healthcare)
It’s been a pleasure. Sit up for seeing you once more quickly.