How You Can Use Data to Identify and Target Your Audience

AI-Generated Transcript below. There may be errors.

Claire Davis 0:20

Hey, everybody, and welcome back to today's medical sales leader with Claire Davis. And today, you might know this gentleman sitting next to me for his incredible mustache, you might know him because of his career as a traveling drummer. And you also might know him for his amazing company, custom medical marketing. So today I have with me Seth turn off, and I am so thrilled to have him with me because he is changing the way that practices source their patients by the data. So Seth, welcome to the show. I'm so glad to have you here.

Seth Turnoff 0:52

Thank you so much. It is my pleasure as well.

Claire Davis 0:56

Oh, my gosh. So it's been long overdue. I didn't even mention the dad jokes yet. There's so many things that people know and love about you. So to kick us off, can you tell us a little bit about what you're doing these days with CMM? And also with ortho loop? Sure. Sure.

Seth Turnoff 1:11

Great question. Thanks, Claire. CMM, custom medical marketing. It's a company that I started in 2019. We started as an answer to all of the vanilla, possibly useful marketing tactics that are available to private practices and surgeons. Today, we acquire highest likelihood patients, for our clients based on the people's needs. Most marketing programs start with the product or the service, you pick your channels, and you you put out your advertisement, or whatever the communication is, and you hope that the people that need to see it, see it and are compelled to take action, what we do is we start with the people that are most likely to need a total join, most likely to need a cardiovascular or vascular surgeon. And we tailor that message to those people directly. And the main value prop and what we do is our ability to identify prospective patients, but also show our clients who showed up as a result of our strategy. We know the identity of all of the people in our audience, it sounds very creepy. And it kind of is, the good news is that we only care if they fit our persona for a specific procedure or service line.

Claire Davis 2:38

Got it? So you know, tell us a little bit about this. Let's break it apart. Because I think that for any anybody here who's a physician or anybody here who's calling on physicians, especially in private practice, where, you know, they are making their living by not how their marketing is doing without them knowing exactly by the data, the data, but by the patients who come through the door. So who is this really for?

Seth Turnoff 3:06

Awesome question. So it's for the surgeon, the physician, the practice. And that's primary, secondarily it, it is for the patients, you know, healthcare has become, I hate to say it, it's a commodity, okay. And people are going to search for care, the way that everybody searches for care, we all have the internet, and we all have access to the same information from a retail perspective, right? I am clumsy, I rolled my ankle, I need an orthopedist or, or at least an x ray or at least someone who can help to take a look at this tell me whether it's really hurt or if I'm just being a baby, right? So. So it's for the surgeon to not just identify their best patients, but also actually communicate with them in a way that gets them to come in for a console. A lot of the marketing tactics that are out there, they they're good at at at flying a flag, right? Yeah. Something and being in front of people. But the problem in health care has always been attribution, being able to show confidently that it's working. And there's a lot of groups that will talk about metrics or, or clicks or open to these things that okay, it sounds really, you know, important. At the end of the day, if you're spending money on a program to acquire patient, that program needs to tell you how many patients were acquired and extra points if you can tell me who was acquired so that I can follow them around throughout the episodic nature of whatever care they're receiving, and put actual dollar signs to it. Because marketing was always set up to be to generate revenue, not to be something that well we were just spending this money and instead It's working, or I guess it's working, or I hope it's working. We have no real way to tie what we're spending to what we're making the study. Yeah.

Claire Davis 5:07

And you know, in the last 1015 years with managed care taking over so many practices for those physicians who are still in touch with marketing their own practice, and needing to market their own practice, and practice and farm, that business, go hunt the right people to bring in the door, they really need to know these things. And I feel like, I don't know if you know this, but I used to be in marketing for a company called Sutter Health. And, you know, when we would promote our surgeons, it was always, these are the best heart surgeons in town, like that literally was our marketing. Every billboard was about how wonderful they were with degrees that they had. But it it was very difficult to track that. So when should a practice say I'd say I'm a physician, and I'm trying to grow my ortho practice? Maybe I'm an orthopedic surgeon. At what point do I need to recognize, okay, maybe those billboards that are up on highway 80. East are working, but I really can't tell. So when do they call somebody like you?

Seth Turnoff 6:16

I love it. Your questions are so good, clear, they're so good. And it doesn't surprise me that you were in marketing at all. And it doesn't surprise me that you were in marketing at all, when it's a good time when when you start to question whether or not your tactics are working, or whether you're looking to start looking at different tactics or different things to do look, referrals. From a physician standpoint, referrals are the gold standard, that the best way to get ideal patients into your door. However, the referral process, depending on how you're tracking them, it takes a lot of work to go in there you okay, you might have some liaisons that are doing the work, and they're just like out there hunting, you got to keep up with them, you got to make sure that they're doing the work and that like, Oh, you have a great relationship with this doc across town, and he's referring you out the business. He goes away every summer for two months. And like, so it stops him. I'm not saying don't do it. I'm saying that the referrals are a great business development tool. But if you're starting to spend money on outreach, right, billboards are awesome. And I used to think that that was such a waste of money and our flagship puppets, who we've been with since 2019. They have billboards, and at first I was I was thinking about something like, they are just absolutely wasting money on that, how do you like, and I've changed my tune, because I know that their billboards have a positive effect on the campaigns that we are running for them. It only matters because you can't track attribution from a billboard. And I know that if those billboards were there, our numbers would not be as high as they are. So a billboard or connected TV or Ott, there's a lot of tactics that are great for branding, getting in front of people and like just casting a wide net across an audience, without any type of differentiation on age range, or household income or purchase patterns, or whether these people are active lifestyle, or sedentary or have a lower BMI, or whatever the barometers are. So don't get once you start spending more money on marketing, you know, you have to decide, is it branding? Am I just looking for general awareness? Or am I looking to acquire patients with this? And I've often said that the difference between attracting patients and acquiring patients is the ability to know who booked the console who became a patient as a result of the efforts. So the stakes but you know, as first pass if you're if you're, if you don't do deep dives into marketing, if you're just kind of like, if if you think that it's a lever and you pull the lever and something happens, you know, it, it might be real confusing. But again, that's the argument for outsourcing. Right? And I've seen it before, I'm starting to like shift here a little bit clearer. But I know you'll stay with me. I think this is relevant. I believe that the reason that it's always been, okay, and the status quo within healthcare, to just like, rah, I mean, we're spending with money on Google ads or pay per click or, or SEO strategy and we think it's worked with the only reason that that's okay. And healthcare. My theory is because the people that are charged with the operations of marketing and the responsibility of acquiring new patients, they're already wearing 678 10 hats. This is healthcare there are especially at the private practice level, they are spread thin. So if it's, if it's the way that we've always done things, and that's all they have bandwidth for them, that's what it's gonna be. I'm not saying that we're the right solution for everybody. I'm just saying that there are other things out there. Claire Davis 10:00 No, you know, I like what you say. Because I think that and I'm guilty of this too, having been in that seat of making the marketing decisions and putting the plans together, largely on hope. Okay? And really, it wasn't because we were trying to swindle and sway it was because sometimes we didn't have that information. And now in this digital age, where AI is connected to everything, we're med tech is getting real life, real time metrics in the or like the the, the opportunity for us to get our hands on data to really meet patients where they are right now, instead of like, imagine me around the conference table with my other marketers. And we were, you know, we would be pitching about how we we needed to get that billboard up. And the way that we gauged the visibility was was very honestly, by how, by, by traffic patterns.

Seth Turnoff 11:00

Yeah, like this many people metric that you have for a billboard like That's right. And exactly, they have those things, like the things that you run over on the highway, right, they see how many cars are going by and what the patterns look like. I think it's just about knowing where the data comes from. And just using whatever you have in the billboard case, like, yeah, there's limited data, and you don't know who these people are in their cars, you assume they're going to work or the god like, I mean, it doesn't matter if it's a billboard. But I think that it's a, it's pretty common in healthcare, especially in private practice, that you have people who are running around doing a lot of different jobs. I've seen some practices that are run just exceptionally and I've seen some that that need a little more help. And you know, you there's, there's politics, there's personalities, they're scheduled, but there's workflows, and there's culture, and that always comes from the top. Right. And I think that if a practice cares about its patients, the patient experience that everything else should follow into, you know, I mentioned yesterday, I was talking to someone that if only healthcare could take a page from Chick Fil A's handbook, in terms of the experience and like, it's my pleasure, of course, and like, just, why can't it be like that? In healthcare? And look, I don't really have anything to do with that area. But look, we're all involved in health care. So I'm professionally and some as you know, patients, so I mean, I think there's a way for the people that want to make something different or better. There's a way to do it. I unfortunately, have to have to stay in my seat. Right, at least for that concern, because I mean, I'm not trying to change everything.

Claire Davis 12:47

I mean, world domination, I'm sure is on the table for you. q3 q3, yeah, right. Maybe Yeah, right. Maybe when Solomon's like a teenager, you know, when you've got that time, and he's in the right time,

Seth Turnoff 12:59

and no pressure, just,

Claire Davis 13:02

oh, my gosh, this little guy is gonna be famous before he even knows it. So, you know, you bring up a really great point, because it's as if we would go into a physician and they would say, Okay, what do you you know, what's ailing you? Okay, well, my broad approach would be try any of these things, and we hope they'll work. But that's not what we expect from a physician, right? Of course, they are coming at our specific DS disease state or issue with like, a, you know, very definitive ways of, you know, assessing what's going on triaging us and then giving us the precise thing that they believe will help us get better. So it sounds a little bit like you're, you're like the doctor of marketing in this way. So when someone is looking at, okay, what variables have I been going off of now for my marketing? Maybe I'm just trying to, you know, maybe I'm just trying to market to people in a certain certain age bracket and location, how deep does your team go? Or do you guys go when you're looking at demographics and psychographics? Like, what are some of the things that we're not even looking at yet that we shouldn't be?

Seth Turnoff 14:09

Sure. So the low hanging fruit is, obviously a range of some practices aren't really interested in Medicare aged patients or, or for specific surgeries. And, you know, it just depends on what market you serve, right? So age range is a low hanging fruit, also income and your payer mix, right? If you want to, you understand your payer mix, you understand what percentages of your revenues are coming from which payers which payers that you're contracted with have higher reimbursements or lower. So that's going to kind of point you in the direction of who you should be going after. In terms of patient acquisition. Now, the things that we look at, of course, the demographics, you know, where you live, your age range your household Income, or if there's someone in your house, who, and we look at the psychographics, like active lifestyles, sedentary lifestyle, play sports, you know, our bunion persona. It includes women who aerobics, yoga, anything, that's where they need to remove their shoes to do also, shoe shoppers and designer shoe shoppers, you figure someone who belongs to a country club or has a certain net worth as an individual?

Claire Davis 15:34

Oh, no, that's what's coming.

Seth Turnoff 15:38

And it's not about the shoes, it's about does this person possess the traits or attributes that are possessed by the majority of the patients? Sure, there's always outliers. And you know, in the case of when, when we're looking for Medicare aged patients, obviously, the higher up you go in range in age, the lower the digital aptitude is right, like, I don't know, too many, you know, 78 year olds who are like actively, like on their Facebook looking for minimally invasive spine surgery. So I'm not saying it doesn't happen, but you know, it, or people who are over the age of 60, who do CrossFit?

Claire Davis 16:21

Yes, is one of our select for our total joint audience and our total joint audience, depending on the client will go up to age 75.

Seth Turnoff 16:23

Right? We don't know if if Mr. Jones, is like CrossFitting on the weekends and throwing those giant tires around, you know, when he's not, you know, seeing this orthopedic practice. But I digress. You know, the, the data that's available today is a lot more specific to a person to an individual, than was available years ago. Yeah. So if we're not, if we're not using the data to not only identify effectively identify people who we want to communicate with who we need to know, who need to know that we exist as a practice, and we can solve their problem. It also helps to maintain the overspend, because when you're buying a billboard, right for a month, there's gonna be 1000s of people that see the billboard that don't really care about what's on the Billboard. Yeah, so our program where we're, we are able to just pinpoint, and target that individual or that household, specifically with our message. So it eliminates a lot of the overspend and fluff.

Claire Davis 17:41

Yeah, you're like a scalpel instead of a hammer.

Seth Turnoff 17:44

Right? I like that. I'm stealing. Yeah, thank you, you know,

Claire Davis 17:47

and for anyone who's watching right now and thinking, Oh, this sounds a little creepy. Like this sounds a little bit like someone's looking at my information. Let me share this story with you. And I don't talk about this a whole lot, but I think this might apply. So after my second son, we about a month after I found myself with a swollen leg. And the short story is I was lucky enough to have continued networking with some of the doctors I used to work with. And lo and behold, it was a DVT, which if anybody doesn't know, it's deep vein, thrombosis, and it's essentially a clot and within probably hours of losing my life, which I know sounds really dramatic for 7am, for when this is airing today. I was rushed in and saved by a doctor that I'm now you know, indebted to forever. But here's why I mentioned it. I as a post partum woman had no idea that this was even possible. Like I didn't even know that this was something that people who recently have had babies should be looking out for. So if my OB who thought you're too young for a DVT that's not what this is. Right? And granted, he didn't see me in person. But you know, he was in disbelief too. But if a if a if a physician's office had known to reach out to more people who had recently had babies to spread that kind of awareness. I mean, I'm sure there are women who weren't as lucky as me to have those personal connections with it interventional radiologists to fix them on the fly, you know, so what you're sharing is so incredibly helpful because it helps patients to even be aware that there are solutions or that like you shared with the with the you know the footwear example and doing yoga with your shoes off. People might not even recognize that that could lead to bunion issues later on. So what I think you're doing is really phenomenal because it's just as helpful for physicians and growing their practices as patients who they need a they need a high so that this stuff could happen to them, and that they should be on the lookout 100%.

Seth Turnoff 20:04

You know, talking about it from a patient education standpoint, like, so we're on the front end, right? We're messaging people who probably aren't patients yet trying to get them to become patients. But once a patient is, does get care from a specific practice, I take that journey, whatever that patient's journey is based on CPT codes or diagnosis codes that the practice can utilize to communicate with them effectively. There's millions of different combinations of workflows and communications that could be triggered by specific diagnoses. I hate to say this, but every patient is only one bad visit away from switching doctors. It's up to the practice to care for that patient. And that's everything, not just you know, the care that the physician provides. But the front desk and the communications afterwards, make it easy to pay a bill and like just understand that you're not you're replaceable. Sure, a lot of patients like they wouldn't think of going anywhere else because the thought of having to move all your all your documentation, your intake stuff to another practice and you have access to like some people are get anxious about that. But I think it just comes down to wanting to do a great job for your patients and having the the tools to do that.

Claire Davis 21:33

Yeah, absolutely. I got to ask you. So what made you get into this because I find it so interesting how people end up in the jobs that they have. So what brought you from you've got an if anybody hasn't followed SAP yet, by the way, if you have a moment, do it right now. Okay, so I'm looking at your your work history. You were a taxi driver before Uber was cool, right? You were a former touring drummer. And you were you were in revenue cycle management. So how did you get to what you're doing now? With all of those different experiences?

Seth Turnoff 22:08

You're so man, there's a couple that are that are missing from there as well. Some some real good ones, too. We'll save that for another show. Oh, no, no, you

Claire Davis 22:17

Oh, no, no, you gotta tell us Don't leave.

Seth Turnoff 22:20

Litigation consultant slash courtroom cowboy. That was that was another notable medical job experience, as well. But yeah, we the show's not that long. So how I got to where I am right now, most recently from revenue cycle management was I was, I was allied with nrcm company medical billing, we had a lot of different practices and sole providers, as well as groups and MSOs. So I was part of the denial management team, it was my job to be on the phone all day long, and go to war with the payers, to get them to pay the claims for the patients that were seen by our doctors. Okay. So I learned very quickly that, that side of the game, and I don't know why I did this, because it doesn't need to close. It's a game. It's a game that is set up by the payers. You make three phone calls on the same claim to the same payer, you get three different reps, you're gonna get three different, like, choices of action that you need to take in order to get this claim paid. Like either it's, it's just, it's a mess. It's an absolute mess. And it's kind of a circuit and it's and it's a shame because, you know, richest country in the world and we have just so many critical issues. So I'm on hold with Florida Blue. Terrible company. Awesome. Hold Music. Is that that doo doo? You got to remix your right now. Oh, my gosh, I know. People were like, they were just like, oh, I can't dance. I hate that song. Right? Yeah, you're not alone.

Claire Davis 24:05

If your eyes started twitching, we totally understand it.

Seth Turnoff 24:07

PTSD will send a link at the end of the show. That help. So I'm on hold. And I listened to the song and I'm daydreaming about ways that we could move the needle for our dogs move the needle for our practices from a revenue perspective that didn't have anything to do with billing. We did a great job at billing, what else? How else could we generate more revenue for these doctors who are having to work harder and make less money than they've ever had to before? Just because of the system and reimbursements and the whole game that's being played. And so then I'm thinking like, okay, so marketing on the front end, like even before the revenue cycle starts like getting a patient to walk into your door is the actual beginning of the revenue cycle. But you can even reverse it. Before that, when someone gets hurt, or someone decides that they need care, that could be considered the beginning of the revenue cycle. So what's available at the private practice level that a doctor or a group could use, that can be effective, and also verifiable, that you can prove it in black and white with data, you can prove it, instead of like, well, your site traffic went up, you know, like, look like all these metrics and these needles that go into patients, how many patients came in the door. So I got together with my two partners. One is healthcare analytics and data guru, been doing this for 25 years healthcare analytics sort of thing. And the other one is a medical device. Veteran, I believe he got started way back in the day with a small little company called Medtronic. And so what we do is not brand new. We didn't invent this. I wish I could say we did. But it's used very widely in retail, in real estate in automotive. And it just seems creepy. Because it's in healthcare and people say, my information, the information that we use, it's, it's already out there, if you go online, it's it's out there. We're, you know, based due to HIPAA. We're not using any CPT codes. We're not doing anything with diagnosis, none of that is in our purview of the data that we use. So I mean, you you you said creepy and like, you know, it is, it is real creepy. But, you know, same way as like that ad for the shoes that follow you around. Here we are back to talking about to you that's like that that retargeting that you go to a site, and then it's like, you know, it's the same thing. That's what we do as well. It's just a different industry. It's just for healthcare. And we're sending the message to people that most likely need this type of help.

Claire Davis 27:00

Yeah, you know, you're using your power for good here. So it and the reality is, our data is out there. And in all forms, and like you said, it's being used for advertising all the time, just jump online, and you'll see ads that you know, sometimes we joke that our iPhones are listening, because we'll be tracked talking about an artist. So we want to go see, are we talking about a place we want to vacation? And then well, ah, there is an ad for it. Yeah. So tell me this, because for a large portion of the folks listening here today, they're in medical sales and probably carrying a bag or coaching a team that carries a bag. So is this some Is this a way? Or is there a way that these folks can share what you're doing with their private practices, because I think that, you know, gone are the days when you walk in you, you check samples, and then they trust you and order everything from you. Now doctors expect and as they should, that we are an extension of their service, because we are providing them things that they are going to use, and they expect a lot. And then they expect us to know what their goals are. So we can support them beyond just the knee and the you know, the implant the the the medication XYZ, the tests, the diagnostic tests. So is this something that a rep could use or connect a physician with for the physicians, you know, for bettering their practice?

Seth Turnoff 28:27

I 100% think, yes, this is something it's all about the tools in your toolbox. Right now. It's up to the rep to determine whether or not their client would be receptive to this or whether this is something they would need, or the last thing you want to do is take up their time, unnecessarily. So I guess that's, that's based on the reps. relationship with their clients. But look in terms of being able to, to provide value. All right? Do do things that make you feel good about the work that you're doing, like, be able to sleep at night, knowing that like you know that you're not putting people in danger, you're helping more than you're hurting, I think I think it is something that is valuable for the reps. It just depends on their relationship with with their client.

Claire Davis 29:25

Sure. You know, what I really love about the solution. I mean, you talk about the way that we used to do things, you know, as far as marketing our services and hoping that we can build this business up but not really knowing it by the data. I would imagine it also saves these folks who are making these decisions at these practices, a lot of time and money. And I know you and I know this so well as parents. That time is very precious. So do you find that a lot of times this is the feedback you get from people you work with, as they say My gosh, like I have some time back, or I have some mental space or some clarity going on What's it feel like when they work with you?

Seth Turnoff 30:07

So it feels like so I, a good friend of mine, who's in marketing. He said to me, I was going through some numbers with him for our flagship client, you know, sort of revenue totals and what we generated for them. And he said to me, I said, if they call you and ask you any question, other than, what are your dimensions, your size, dimensions, shoulders, chest like height, because we're building broad statues of you and your partners in our, in our lobby, they ask you any other questions don't answer. Because the numbers were like, really, really good. So instead of like getting the time back, sure, I think that that's something that's valuable. But it's revenue, it's being able to have a successful, profitable practice and being able to see, if you can't see everything you don't really know. And that's where there's some leakage. But if you can see everything, then you know, what things need attention in the business, what things you need to work on, and what you do really well and, and just get a full unclouded view of it. So I think it's just about revenue. And, you know, the, the C suite, or the marketing directors that we've worked with, they are quite pleased the marketing folks like we make them look really good, because they brought us in, and we're given them report that they can share and like, and they're just looking like the hero, and that's fine. For us. That's, that's great. We just want to find great partners that see what we're doing that get us the resources we need, when we need them. So we can do what we do. And work in partnership like that, you know, their success is our success.

Claire Davis 31:56

Yeah, well, you you touched on something so important there too, is there are very likely a lot of things they're getting right. And so with you, they can validate that too, because, you know, sometimes CMOs are really the unsung hero of how a practice functions long term. So I love that you're providing that for them. So let me ask you this. What do you see as the future for practices and how they'll grow? And maybe do it by the data? What do you see as the future for the industry.

Seth Turnoff 32:31

So I see, I see a practice that, you know, it's, I have this vision in my head, and it very much looks like the jet because it's very, very streamlined, very modern, and everything is like digital, and just, and everything just works. And it already knows it's intuitive. And the data is there and you don't, it doesn't, it doesn't feel like heavy lifting to use it. There's a lot of mechanics that go into a thriving practice, whether it's tech, or capital equipment, or business or the building or, you know, everything. And a lot of it is is efficient and effective. And some of its really clunky and difficult to use that from from the clinical side of things. I see it being like, where everything is streamlined. And it just works the way it's supposed to. And you talk about getting time back. You know, could you imagine if every everyone who worked at a practice or for for a position or surgeon if everything they touched, it just worked the way it was supposed to? I mean, I feel like that would change everybody's mood. And it No, it just give everybody a better shot at having a great day providing excellent care and service to their patients. And and having a thriving, successful practice.

Claire Davis 33:55

Oh, I love it.

Seth Turnoff 33:57

Am I am I am I too utopian?

Claire Davis 33:58

No, no, no,

Seth Turnoff 34:00

I think we're gonna see this in our lifetime. I hope so. Yeah. But, you know, we have a friend of mine mentioned the Jetsons and a buddy of mine, we video chat. And, and he mentioned that like, you know, this was like a big thing in the Jetsons. It was like, you know, we had this terminal and you could talk to someone and it was this hole or dip that we just take our pocket rectangle out of our out of our pocket and just then I'm right there just like you are right now. And so I take and it never happened. It wasn't a flash. It wasn't some big reveal. It's just kind of like, let into that. And before we know it, the changes are already implemented. They're already here. So it might be utopian, but I like to believe that we're gonna get there in our in our lifetimes. That'd be grabbed. Actually, scratch that clear. I want to be a part of it. I wouldn't be part of it. That's it. That's the answer. Yeah. Yeah.

Claire Davis 34:57

I I'd really like to see me meaningful change and healthcare in this way too. And I think, you know, with everything we're doing with everything you are doing, when you're in marketing long enough, you, you recognize that when you're speaking to everyone you're speaking to no one. And it really does make a difference when you're able to closely target who needs to hear your message. And that's what this is, like, you're so closely targeting the people who do need help and potentially need help. And it's going to help everybody thrive. So I think that it's really smart. And I think it'll be really nice, too. Because the the trend that I see a lot of physicians going and especially a lot of private practice physicians who are, you know, hell bent on keeping their private practice, and continuing on, well, just like anybody, they have certain passions about what they do over others. So when they feel like, okay, I kind of want to lean into this specialized area, your perfect solution for that, because then that doctor gets to work out of their zone of genius, the marketing team gets to focus on those specific patients that they can help the best, the fastest. And I think it would just be, like you said, incredibly streamlined. So I think we'll see it in, you know, if it's anything like the Jetsons, and I can imagine that robot made coming into my house and the robot were probably a lot a lot more likely to realize this in our lifetime than we give ourselves credit. Okay, so tell me this stuff. Because not only do I love what you're doing with work, but I think that you're a magnetic personality around here on LinkedIn. And for anybody again, if you're not following Seth yet, make it your first order of business today. He's fun, you do have the the deepest Well, of dad jokes I've ever seen in my life. So tell us a little bit about what you're doing when you're not, you know, working.

Seth Turnoff 37:00

Um, well. I am a father to a toddler, when I'm not working. I'm usually you know, hanging out with Salomon. I would say like, spend quality time with my friends. But like, I haven't seen my friends in a while. And I think it's just a function of having a business. And a family that I love, and I want to spend time with. I do greatly enjoy music. But I don't listen to it the same way that I used to. Just like in the background, it's not active listening, it's more passive listening. I do have a lot of records that just haven't haven't taken a spin lately, but that's okay. They're not going anywhere. You hear that they're not going anywhere.

Claire Davis 37:44

I just heard of a new app yesterday. And it's a record app that keeps the Pops from the records. I mean, you really can't, even though the sounds remastered and you can buy everything on Apple Music now, you just can't get better than listening to like the Eagles with the record scratch and the Pops. And like the warm tone, it's okay, it creates a moment.

Seth Turnoff 38:10

It's another it's a textural thing. It's an audible texture, that it just it, it's just like the rug will like really, like fill out the room. Like it's the same thing. It's just another texture, another it's tough to put in words. And I I've never had to do that. So thank you for this challenge. Now I want to go with the music.

Claire Davis 38:32

Sorry to put you on the spot Hey,

Seth Turnoff 38:35

Hey, I'm happy to be here.

Claire Davis 38:36

You know, we just we really, I really admire what you're doing in the health space, you know how much I care about this space personally and professionally. And so thanks for what you're doing. And so tell everybody before we go, if they want to connect with you, if they want to find more out about what you're doing if they want to learn a little bit more about custom medical marketing, how do they get in touch with you?

Seth Turnoff 38:59

LinkedIn is probably the best way to do it. Step turn off it's true my last name is turned off that will save that story for a for another time to follow me on LinkedIn like or don't I'm not going to tell you what to do. I'm not going to give you my tips on how to be a better person before 2am like that, that's not what I do. I'm just the guy with a family and the job that I care about and I really Claire your words mean so much to me. And I thank you on behalf of the people that follow you because I think there's no one else to really provide the level of value that you do and you're so accessible it's like one thing to have a coach you know talk to you but you are more like an associate like you're you're like right there shoulder to shoulder with us and and just the way that you do that. It means a lot to a lot of people so thank you for me.

Claire Davis 39:53

Oh my gosh, they broke up all thank you for your kind words. I don't deserve them but I appreciate you so much. So much. Thank you, everyone for joining us today. If you want to connect with Seth, find him right here on LinkedIn, go connect, go send him a DM, find out what he's all about. And let us know if you have any questions after the show. What did you take away? A couple of my favorites were that we're expanding the expertise of the physicians on who's coming in the door. We're improving the experience for their practice. We're maintaining and helping physicians avoid the overspend and so many more things. So set. Thank you for all the gems you've dropped today. I'm so glad to have you here and as long as you promise to come back again, that'll be goodbye for now. I promise. Thank you. Thanks, everybody. Have a great day.

Transcribed by https://otter.ai