Marketers of Technology
00:05:38 · Andres Figuera, Thalía Diedrick
[00:05:38] S1: Wow. Like, okay. So first of all, let me make sure I got this straight. So with GoTu a dentist then, the agency or what... Or that party, they place the appointment availability, and then whichever independent dentist can take it, they can then make sure to look at that patient via the application. Is that how it works? [00:05:58] S0: Yeah. So it's like, think of it like an Uber. So it's usually a dental office who posts the shift. So it's almost like if you were the rider and you request a ride. So they post the shift and then either a hygienist or a dental assistant or an associate dentist can look at the shifts available, pick the one that they want to work. They can even say, hey, I'd actually be willing to work this for a couple more dollars an hour or for a different set of hours and they apply to the shift. The offices can review their candidates and everything handle is handled pretty much autonomously through the product. So what was traditionally solved by like a brick and mortar agency, pen and paper situation, we've turned into a marketplace. [00:06:42] S1: I love it. And then the marketing per se, is it more to dental offices so that they use GoTu and make more requests for availability or any appointments that they have? Or to whom do you really market this service in order for it to be used even more?
00:06:42 · Andres Figuera, Thalía Diedrick
[00:06:42] S1: I love it. And then the marketing per se, is it more to dental offices so that they use GoTu and make more requests for availability or any appointments that they have? Or to whom do you really market this service in order for it to be used even more? [00:07:00] S0: So, I think that's what's really interesting about working at GoTu. It's truly both. We're always kind of like walking this tightrope of figuring out like, where do we need more offices? Where do we need more professionals? And where how should we allocate our efforts, our resources, our budget? So, we do a lot of heavy work on both sides of the market. [00:07:22] S1: Okay. And since... And you mentioned that you... You've been three years at GoTu. Right? And all the trajectory you've had within. And how was it at the beginning marketing the service to now? Like, could you do a comparison of how it has been?
00:07:22 · Andres Figuera, Thalía Diedrick
[00:07:22] S1: Okay. And since... And you mentioned that you... You've been three years at GoTu. Right? And all the trajectory you've had within. And how was it at the beginning marketing the service to now? Like, could you do a comparison of how it has been? [00:07:37] S0: Yeah. So when I joined the team, I really was filling a gap, in my opinion, of being a more data driven marketing organization. We were very brand centric initially, which is very common in dental. I think dental and healthcare in general can take a more branding approach because it's traditional, it's less digital, trade shows are very common, out of home marketing is very common. And where I really focused on was utilizing data and analytics and my strengths to make a case for more digital channels, for a more digital approach in general, and for being just more strategic with our spend by really implementing harder and more rigorous attribution methodology specifically. So, when I compare when I joined to now, I would say that now we're very aggressive with attribution. We test fast and we kill even faster. We like to experiment, but we're also we're not willing to do things just because they're the things to do, especially in our space where things like trade shows or things that are very branded brand heavy are common. We want to question everything and we want to make sure that we're keeping ROI in mind.
00:07:37 · Thalía Diedrick, Andres Figuera
[00:07:37] S0: Yeah. So when I joined the team, I really was filling a gap, in my opinion, of being a more data driven marketing organization. We were very brand centric initially, which is very common in dental. I think dental and healthcare in general can take a more branding approach because it's traditional, it's less digital, trade shows are very common, out of home marketing is very common. And where I really focused on was utilizing data and analytics and my strengths to make a case for more digital channels, for a more digital approach in general, and for being just more strategic with our spend by really implementing harder and more rigorous attribution methodology specifically. So, when I compare when I joined to now, I would say that now we're very aggressive with attribution. We test fast and we kill even faster. We like to experiment, but we're also we're not willing to do things just because they're the things to do, especially in our space where things like trade shows or things that are very branded brand heavy are common. We want to question everything and we want to make sure that we're keeping ROI in mind. [00:09:12] S1: And in that questioning of what really is worth it, what you should follow due to the status quo, or what you don't want to do, what have you found that you really want to keep on pursuing and what do you feel can be left behind? [00:09:24] S0: So for us, I really have top of mind right now. It's like with AI, and I'm kind of gonna speak out of both sides of my mouth right now, so don't kill me. Go out
00:09:24 · Thalía Diedrick, Andres Figuera
[00:09:24] S0: So for us, I really have top of mind right now. It's like with AI, and I'm kind of gonna speak out of both sides of my mouth right now, so don't kill me. Go out [00:09:34] S1: of head. This is a taste test.
00:09:36 · Thalía Diedrick
[00:09:36] S0: With AI right now, I think, and I've heard this, I'm not the first one to say it, but I think that brand and distribution are very important. So, where are people coming across your product? Where are they coming across your solution or your service? And what do they think about you? Where's the what is your reputation? How much credibility do you have? Are you a thought leader? Are you respected? Are you trusted? So for me, being so radical and aggressive about attribution and about data analysis doesn't necessarily mean that we don't take our strategic bets. I heard this quote that I take to heart is like, if you're constantly only optimizing, you're just dying slower. That's not strategy. So, I like to keep a healthy balance. But what we're focusing on right now is mainly those two, right? What are the channels and what are who are the partners that we can really trust to help us get our solution in front of the right audience in the most efficient way that brings the most success, most bang for our buck in that way. And then on the brand side, we run a very large workforce report. It's pacing to be the largest workforce survey and industry report ever, which is pretty common in dentistry. So, it's not a small feat. But what it's done for us is it's allowed us to advocate for our audience in a meaningful way for their quality of life, for legislation, for dental hygienists, and to show them that we care about them and that we care about the work that they're doing. And to us doing right by them through this research and through this thought leadership effort, it's building that trust and building that credibility. So I'd say like those two things are what we're doubling down on right now that are top of mind for sure.