Learn how to build a better business and live a happier life, with the two guests on this week’s episode of MATE. Joel Gerschman (business coach) and Howard Finger (businessman) are the authors of a new book called, ‘The Mindful Entrepreneur’. Their book teaches business owners how to grow their business, and build systems and processes to make it successful. Their advice also helps business owners with tips on how to cope with the stress of running a company and deal with unforeseen challenges. Plus, we take a behind-the-scenes look at the process of creating their book.
Vince Parry is one of the world’s leading experts on pharmaceutical branding and marketing. With over 30 years’ experience in the industry, Vince was instrumental in bringing brands like Lipitor, Botox, Colgate and Dove to a wider audience. In this fascinating discussion, we cover: why healthcare goods need a different marketing approach to consumer goods; how to brand products which customers need prescriptions to buy; and the crazy tests a drug name needs to go through before being approved by the FDA/EMA. We also discuss Viagra, Botox, medical marijuana, hair regrowth and … explosive diarrhoea. 😬
How marketing and branding healthcare products differs from consumer goods and services
The 3-year pre-planning timeframe required to launch a healthcare product
The influence of a doctor’s recommendation to patients
Brand awareness in healthcare must consider many audiences, including: doctors, patients and caregivers.
Lifestyle brands in healthcare include: Viagra (for impotence) and Propecia (for baldness).
Is the negative public perception of the pharmaceutical industry justified?
The legalities and liabilities of making claims in healthcare advertising
Private label brands—i.e. store brands—are flooding the market due to drug patents expiring.
The enormous costs involved in bringing a pharmaceutical product to market
Can Silicon Valley can revolutionise the healthcare industry with services like the Lemonaid Health app.
Which brand would be better suited to disrupt the healthcare industry: Amazon or Nike?
Medical marijuana … the myths, the USA’s state-by-state legislation, the huge clinical benefits of THC and CBD for epilepsy and MS sufferers, the already-evolving industry and Vince’s own experience launching a medical marijuana brand in New York.
The fascinating list of rules, regulations and guidelines which companies must follow when naming pharmaceutical brands.
Failures and success stories in the healthcare industry
Sarah Cooper is the author of the viral infographic: 10 Tricks to Appear Smart in Meetings. In this episode of MATE, learn how Sarah parlayed her viral post into a three-book deal! We also discuss the business of comedy, the economics of being an author and why she failed as an actor. Sarah’s work has appeared in The Washington Post, Fast Company, Business Insider and Huffington Post. Oh, and Sarah also reveals how a job working at Google became her “backup career”!
Life as a comedian and an author
What Sarah learned working in digital interface design for Yahoo!
The struggle of trying to earn a living as a stand-up comic
How Sarah’s backup job at Google transpired, and how it got her to her next success.
Using humour to connect with the audience when writing
Thomas Barta is a marketer, turned McKinsey partner, turned organisational psychologist, speaker, consultant and author. His book, ‘The 12 Powers of a Marketing Leader’, teaches marketers how to succeed by creating value for their customers as well as creating value for their organisation. Learn how to shift the perception of marketing being seen as a cost-centre, how to build more trust with your stakeholders and how have a more successful marketing career. Listen to why Thomas is one of the most sought-after leadership experts in the world, as well as why his book recently SOLD OUT in Europe!
Thomas asks Adam what he thinks of marketers
The common issues marketing leaders face: the trust gap, the power gap and the skills gap.
Sean Zinsmeister knows his shit when it comes to big data, marketing automation and marketing technology. He has a long history working with marketing technology and is currently the VP of Product Marketing at Infer. In this episode of MATE, Sean explains how to unlock the power of automation and how to use AI to make big data more manageable. Sean is also the host of the marketing technology podcast, Stack & Flow.
What is Product Marketing? And how is it different to Product Management?
Sean explains how his background in music has helped his career in marketing technology
The surprising parallels between audio engineering and marketing automation
Sean tells us about his early days in software marketing in Silicon Valley
What does Infer do? And how does Infer’s software work?
What is Marketing Automation, and why is it valuable for businesses?
Joseph Jaffe is a marketing visionary and serial troublemaker. He begins our conversation by hijacking my podcast from the very first sentence, and continues to shake up my perception of the marketing world for the next 60 minutes. Joseph is an entrepreneur, author and industry observer. We talk about how the advertising world has changed and why consumers are now in control of the interactions they have with brands. Joseph also drops some other tectonic shifts we’re due to see across marketing in 2017. Strap yourself in, this is gonna be a good one!
The reality that consumer empowerment has changed the marketing game
Ronsley Vaz is the Chief Daydreamer at Amplify, an audio marketing agency, and is also a strong podcast advocate. In this episode of MATE, we talk about the opportunities podcasting can create for businesses, the power of audio marketing and what Ronsley is trying to achieve with his agency. Ronsley also tells us about his new book and how to raise your voice, boost your brand and grow your business. And find out what I asked Ronsley for him to respond with: “Wow, that’s the best question I’ve been asked … ever!”
How Amplify harnesses the power of conversation to create powerful marketing campaigns
The effective and powerful ways we can communicate via podcasting
The challenges of creating good audio content
Why podcast listeners expect good quality audio in 2017
John J. Wall is the host of the Marketing Over Coffee podcast, which is one of the longest-running podcasts on iTunes. John is also the VP of Marketing at EventHero, a firm which makes event management easy. In this episode of MATE podcast, we talk about marketing in corporate America, what it’s like hosting one of the most successful business podcasts on iTunes and what opportunities Marketing Over Coffee has opened for John. Listen now to hear what happens when I speak with one of my podcasting idols!
John J. Wall is the Vice President of Marketing at EventHero
John’s work history, including working in five start-ups over his career.
The Marketing Over Coffee podcast, including: the history of the show, the fabled beginnings with Christopher S. Penn at Dunkin’ Donuts, the show’s growth, etc.
Podcast advertising and the intimate connections brands can make with listeners
How Serial helped podcasting reach a larger audience
Adam and John share their podcasting experiences
What John learned from a decade of podcasting
John explains the key concepts of his book, B2B Marketing Confessions.
What it’s like to be a published author
John shares some of the key lessons he’s learnt over the years from podcasting, business and life.
Peter Wagstaff—or “Wags” as he’s often known—is a progressive educator at Monash University (in fact, Wags was my marketing lecturer). He’s on the forefront of next generation teaching at the university, and in this episode of MATE we talk about: why the university system is broken and how to fix tertiary education. Finally, we tackle the big question: does the higher education system really prepare students for the workforce? (And a bonus this week … we take some listener questions!)
Why Peter doesn’t like to be referred to as a “lecturer”, and instead prefers the term “educator”.
Why the tertiary education system is broken, and how it can be fixed.
Student expectations when they enrol in their chosen course at university
What’s the real purpose of higher education?
Learning goes beyond the classroom
Does the higher education system adequately prepare students for the workplace?
Passionate teachers vs. glorified journal writers
Using big data to predict when students are at risk of failing, and how to assist them.
BONUS: And a bonus this week … we take some listener questions!
Nathan Rose is an equity crowdfunding expert who’s helped raise over $11 M for his clients through successful equity crowdfunding campaigns. Nathan joins MATE podcast to talk about the difference between “equity crowdfunding” and “rewards crowdfunding”, what you should look for in a crowdfunding platform and how to decide whether crowdfunding is appropriate for your business. Nathan also reveals the key tips you’ll need to launch your very own killer equity crowdfunding campaign!
What is “equity crowdfunding”? And how is it different from “rewards crowdfunding”?