Company: TrackableMed
Owners: Zed Williamson
Year Started: 2011
Employees: 26 – 50
Welcome to “An Agency Story,” a podcast that delves into the hearts and minds of marketing agency owners worldwide. Hosted by Russel Dubree, a former agency owner and current business coach, this series offers a window into the real-life challenges and triumphs of agency entrepreneurs. In the spotlight this episode is Zed Williamson, CEO of TrackableMed, who shares a riveting journey from broadcast media to revolutionizing medical marketing with neuroscience.
In “Direction,” Zed Williamson unpacks the essence of TrackableMed, a patient acceleration platform that challenges conventional medical marketing by employing neuroscience to spur human behavior change. This episode explores several compelling themes, including ethical marketing, the impact of effective communication, and the transformative power of understanding consumer psychology. Zed’s approach isn’t just about marketing; it’s about awakening possibilities for patients misled by traditional medical advice and empowering medical practices to thrive independently.
The highlight of the episode is undoubtedly Zed’s personal anecdotes and insights. From humorous tales of workplace pranks to profound revelations about the medical industry, Zed’s narrative is both engaging and enlightening. One standout moment is his recounting of a pivotal personal discovery about the ineffectiveness of traditional advertising, which led him to embrace neuroscience, dramatically altering his career and business philosophy.
Listeners are left contemplating the moral responsibilities of marketing professionals and the potential of neuroscience to transform not just marketing strategies but also the quality of life for consumers. This episode is a must-listen for anyone intrigued by the intersection of marketing and medical ethics, or for those looking for inspiration to innovate within their industries.
Tune in to this episode of “An Agency Story” to discover how understanding the human mind can not only drive business success but also genuinely make the world a better place.
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Show Transcript
Welcome to An Agency Story podcast where we share real stories of marketing agency owners from around the world. From the excitement of starting up the first big sale, passion, doubt, fear, freedom, and the emotional rollercoaster of growth, hear it all on An Agency Story podcast. An Agency Story podcast is hosted by Russel Dubree, successful agency owner with an eight figure exit turned business coach. Enjoy the next agency story. Welcome to an agency story podcast. I’m your host Russel. On this episode, we have Zed Williamson, the founder and CEO of TrackableMed, a medical marketing agency and strategic partner for specialty practices, PPMs, and medical device companies based out of Covington, Louisiana. Zed shares his personal journey, starting from a background in broadcast media to becoming an agency owner. Zed had a pivotal moment when he realized the importance of effective communication and storytelling and his work. Applying principles from neuroscience he transformed his approach for massive success for his clients and his agency. Enjoy the story
Russel:
Welcome to the show today, everyone. I have Zed Williamson with TrackableMed. Thank you so much for joining us today, Zed.
Zed:
Absolutely. Thanks for having me.
Russel:
Lots of things I’m looking forward to in this conversation, but right out the gate, if you don’t mind starting off telling us what TrackableMed does and who do you do it for
Zed:
TrackableMed is a patient acceleration platform. We have three verticals, private medical practices across the country, medical device companies that are looking to increase the adoption of their technology by surgeons out there in the world, and then the third is private equity backed large platform practices. What we do is we get patients to raise their hand for treatment. The biggest opportunity in this world are patients who think that there is not an option for them. What we do is we are a company that’s rooted in an understanding of neuroscience and human behavior change, and we use those tools to get people to shake them awake and get them to take action. We will never win an award. That’s the type of agency we are is whoever wins an award gets fired.
Russel:
Just so the folks at home know, I see no trophies in the background there so as far as that’s concerned, it looks like you stand by your word. Normally I like to go back in time, but I’m very curious, in an industry where sometimes people maybe take a step back when they hear an agency for marketing patients, and this kind of notion of the Hippocratic oath and all, but it sounds like you have a very mission oriented approach to why you’re doing what you do and how it’s actually beneficial, if you don’t mind sharing about that.
Zed:
One hundred percent. Some people are going to think this is cheesy, depending on what school of business you subscribe to, but the actual true reason that we exist is we see it as our moral obligation to help people realize that they don’t have to live the way they’re living. That matters because, I’m going to be in this world of threes I guess, it wasn’t on purpose, but there’s three groups of people that fall into that category. Number one is our employees. This is a operation that is positive. People can learn to improve their mindset. I want them going home as better moms, better dads, better spouses, healthier. We do supplementation. We do access to books. We pay people to read. We look for the opportunity to show someone that, look, you don’t have to go to work and hate it. You don’t have to wake up Monday morning ticked off. You can be in an environment where you leave better than you did coming in. That’s the first section of people. The second is patients. It is scary, and once you learn this, it’s like when the toothpaste comes out of the tube, you can’t get it back in. That’s what this is for me. You are not given the best option when you have an injury or sickness because it’s the best option. You’re given it because that’s what the option that was available with the person you saw. What do I mean by that? Let’s say you know someone who suffers from significant back pain. Maybe they have a bulging disc. Massive life impact. Depending on the surgeon they go to, they may get presented, like yep, we’re going to do a fusion, multi level fusion. It’s definitely what you need. As a patient, you go, okay, that makes sense, and it guarantees that you’re going to have surgeries for the rest of your life. They don’t tell you that part. They don’t tell you that there was actually minimally invasive options if you had gone somewhere else. What we don’t do is we don’t advertise patients. What we do is we create the awareness That there is something different for that patient’s life and that you don’t have to wake up in pain and that you don’t have to follow the regular path that equals getting hooked on opioids or some massively invasive surgery that’s going to destroy you for the rest of your life. There’s other options. The third group is the actual clients of ours, because in medical practice, whether you believe this or not, being a surgeon or a doctor today does not mean that you are working 25 hours a week making a million dollars. It is a brutal business. The amount of years you go to school, what those loans look like, It’s crazy and pay is going down. Costs are going up. It is not an easy business to run. I believe wholeheartedly that private independent practices are needed as a healthy option for people to go to. I don’t want insurance companies determining how I am treated as a patient. I do want those independent people who are learning what technological advances there are that might be best for me. Today, many of those practices believe they have to sit around twiddling their thumbs and see what patient shows up. In the grand scheme of things, if too many of the wrong patients show up, that business closes. You can’t treat many patients if you go out of business. Having a plan to go, let’s treat as many patients as we can, and let’s build an organization that allows us to treat as many patients as we can.
Russel:
Very fascinating. It gets to the heart of things too, right? I think that’s what a lot of people forget is doctors are business owners and they’re fraught with a lot of the same things, in a different way, of opening up a business. If you can make that whole process easier for them, they can focus on what they set out to do, treat people and things like that.
Zed:
Like car mechanics. The car mechanic is under a hood and think how hard it is to run a business while you’re underneath the car. Doctors are the exact same thing. They work with squishier stuff, and if they are spending their time under quote unquote the hood, how do they run an effective business? How do they make strategic decisions and create their year goals and all this when they are truly the person who is the only person that can generate the revenue for the organization?
Russel:
I don’t know how many medical professionals are listening to this podcast, but you give them a new way to talk about their business. That’s a pretty good one. Now let’s go back in time and we’ll get to more about where you’re at in present day. What were you doing before, before TrackableMed was a twinkle up in your eye?
Zed:
I was actually in the broadcast media world. If we go way back in time, shortly after I was a community college dropout, I was good old fashioned on the radio. Years ago, this is like mid nineties. Showing some age. I was on the radio, having fun, but it wasn’t what I was looking for. The people around me were much later in their life. They didn’t have families. They weren’t living the lifestyles looking forward to, so I said, this isn’t for me. I went into production and writing. What’s funny is I used to be that creative guy. What I mean by that is come up with the crazy idea, makes people laugh, entertains. This is not a big head thing because I’ll give you the end of the story in a second, but I was considered good, meaning I did things that were then shared across the country as, hey, here’s a good way to do things. One day I was driving my girlfriend home, she’s now my wife, and one of the production pieces that I had been working on came on the radio. I’d spent hours writing, it’s very entertaining, the production quality was crazy. I built this audio world that, you left your existence, right? It comes on, I go, oh babe, check this out. This is what I was working on all day. Three seconds in, she starts yapping about something. I’m going, hey, what, my art, what are you doing? Why are you talking? Listen. I turn up the volume a little bit. Three more seconds later, she starts talking. I turned it off, I go, you don’t care about this at all. She goes, oh no, that was cute. I went, oh my gosh, I’m a fraud. I’m a total fraud because I’m telling people how to do stuff. People are listening, leadership, directors, hey, do it this way. Hey. Oh yeah. This is great. Everyone loves this. We all suffered from this curse of knowledge. It was this, we might’ve thought it was good, but the actual target audience didn’t care. How can that be good? At that point, I went down a massive, insane, deep dive into an understanding of neuroscience and human behavior change, what drives it truly. Apply that to writing and had overnight change in the business world. Salespeople started taking me on all of their sales presentations and I ended up selling them all. And so I said, you know what? They make more money, I’m going into sales. I basically ran my own little business within a radio station of meeting directly with clients, doing all the creative, doing it from a standpoint of neuroscience, and I had massive success. It grew and it got to the point where then I was recruited into a management position and I thought, you know what, I’m going to change the world. We’re going to save media from being frauds and taking these poor private business money, creating some horrible commercial and bragging about how many watts the radio station was that it’s running on. I realized that wasn’t going to happen, I was at the time at iHeart and they do some good stuff, but I was not changing the industry from the inside. I came across a commercial for a surgical procedure, and it was bad. I reached out to the doctor. He connected me with the medical device company, put together a campaign, and that medical device company, which is a huge organization, saw a 250 percent increase in device sales month over month, which was unheard of because the device wasn’t adopted across the country. I said, holy moly, I have a business. Straight up started from scratch. I decided to resign and my wife was kind enough to sell her car, get a different one. We changed our lifestyle, let’s go from scratch. That was 12 years ago and built it up from there.
Russel:
What a fascinating story and you have such a good radio voice. I actually forgotten you’d been on the radio, but now it all rings so true. Did you do that with fear in the back of your mind or were you very confident in this was all going to work out and you were going to be successful?
Zed:
It’s funny, at that point, I think it was confidence. I look back now and I go, what the hell was I thinking? I’m glad I did it, but what state of mind did I think it was okay to do that? But that’s what’s fun about business, right? I’ve always played tricks on myself because I do understand behavior and I do understand neuroscience. I do know my own bias and how to trick myself into making decisions faster that have a little bit more clarity going forward. There was multiple times where I created a burning platform for myself to accelerate movement towards things and it ended up working out. There were some things that we learned. The original plan was, I’m going to be that guy who connects with some people, one person agency and we’ll do some creative, we’ll buy some media. The first campaign problem is the medical practice had to answer the phone calls, and medical practices don’t do that. They let it ring, right? We accidentally recorded the calls way back then, and I heard… who I refer to as Agnes, who hates her life, who is working at the medical office and destroying every bit of opportunity that existed on this patient call.
Russel:
I think you sent shudders down everyone’s spine that is listening right now. Everyone knows Agnes.
Zed:
Absolutely. She’s got that face like she’s constantly smelling dog poop. What we did is I said, you know what, we need to answer the phones. That’s when we built out a call center built in the same understanding of neuroscience and behavior change, can we make this call an awesome experience, can the patient feel heard? We know what the message is that’s creating the phone call, we know the digital ad, the radio commercial, the TV commercial, the website. Can we continue this congruent path? When a patient goes through all that stuff and picks up the phone, that it feels like a handoff as opposed to a train wreck. That’s where we went to the next stage with the company.
Russel:
When a lot of people start an agency too, it’s all about, how do we get clients? How do we make this thing work? You’re probably one of the few cases where you start out in this very particular niche and focusing on the med industry and then never looked back. What solidified in your mind, hey, I’m not going to go try to apply this neuroscience and this methodology and what I’m doing as a service to other businesses?
Zed:
Market size. There is so many private practices out there and 99.9 percent of their advertising is horrible or they don’t advertise. They all need help and they all have pretty horrible phone scenarios. That aspect of it is what kept me there. Looking back, should I have gone and taken this idea and gone home improvement? Yeah, I probably would have made more money actually. A little bit more business focused group of people. But I like the why. We get these stories of patients calling, and they’ll talk to one of our agents, book an appointment, and then they will track her down months later, in tears, tell the story about how they can get down on the floor and play with their grandkids now. Thank you so much for being so inviting and nice to me and I remember talking to you and I wrote your name down and I wanted to call and talk to you again. You don’t get that from selling a roof. That’s what kept me here.
Russel:
Yeah I’ve never seen too many tears over a new roof. Seen tears for having to get a new roof, but not so much the effects. That’s always a inspiration. It sounds like you had some pretty good success right out the gate. Has it all been up into the rights or any turbulent moments there in your business journey?
Zed:
Some of the times where we were maybe subbing something out and we decided to bring it in, that was always a nice speed bump. One thing that’s interesting is, I refer to neuroscience is like bacon. Everything’s better with neuroscience. It does make it a little bit easier. We tested Facebook advertising early and there was so much pressure in the industry to come off of things like broadcast and I’m okay, like I am not, I hold strong opinions, but they’re held lightly. You can change my mind. There is one of my favorite comments someone made about us as an organization. I’ll probably take it to my grave, my favorite compliment ever is that they said they’ve never seen an organization fall out of love with its own ideas so fast. That’s important to who we are as a company. When you bring neuroscience in, it allows you to test these things and truly get an understanding of what the value of a platform is absolutely today. We’re not going to pat ourselves on the back that we served impressions. It’s like a restaurant patting themselves on the back because a car drove by. No, you got to come in and eat. There was turbulent times where we would say, okay, we don’t like how we’re subbing this out, so we’re going to build the team in house and we’re going to make it better. We’re going to put our neuroscience bacon on it, make it better and keep going. That was always a challenge. It was a hit back and then COVID absolutely handed us our butt because it shut down every one of our clients for months.
Russel:
Yeah, maybe talk a little bit about that. It’s been almost three years now or it’s been over three years since that’s all started. I sometimes forget what was all going on at that time. Everybody became so focused on their own surroundings, environments, and it was all about survival. What specifically was that time period like for you and for your clients?
Zed:
What was interesting, when you’re focused on behavior, you tend to pay attention to different things. What we did is we had an internal dashboard of every governor in the United States and we had a feed set up that would call out any news from that specific governor to the state because typically that would drive the impact of how quickly we could get someone back on or it was the leading indicator towards, this is going to be a long time or how quickly we’re going to get back. We sent everybody home fast and that was because there was a lot of indicators. That was going to happen before they ever announced it. We said, you know what? This is going to be turbulent. Let’s send people home, getting set up in a non stressed world. if we’re bringing them back, cool, let’s do it. We got everybody home in a pretty slow, chilled out phase. Our clients, it was like a domino effect. Once they got shut down, our services started getting turned off. What we did is we opened ourselves up to doing a lot of things that were outside of what we focused on. We would set practices up for telemedicine, we quickly became experts at that and got on national podcasts and webinars, okay, if you need help switching to be able to do telemedicine, we can do it. The team did a good job of pivoting and adjusting. Looking back, it’s going to always be hard to talk me into feeling regret about anything or saying that was bad because no matter what happens, we end up probably going a better direction. Everything matters all the time. You think of one little thing and all the connecting aspects of how it affects your life. It was a struggle at the time,some sleepless nights, but I think it made us better in the long term. It delayed our post COVID success because we got a little addicted to selling anything that someone would pay for. That would say that’s the biggest business mistake I’ve ever made, was not having a hard review date of, here’s all these services we added. What day do we review that we’re absolutely keeping them or absolutely turning them off? That turned into a habit as opposed to a purposeful, strategical, short term approach. Once we unraveled that, it was like the boosters are back on.
Russel:
Obviously, a key ingredient at a high level to your success and basically your passion about as we talk about neuroscience. What advice do you have if someone wants to maybe understand a little bit more about behavior change? Where do they go? What is the 101 of neuroscience understanding?
Zed:
I get asked this question. It’s a little tough to answer very simply because it depends on how deep you want to go. What I like to think about is, think about behavior as a manufacturing plant. In a manufacturing plant, there are dozens of machines and the throughput ability of that manufacturing plant is contingent on the individual performance of those machines. And even if a machine is overperforming, it might actually hurt the whole system. What I mean by that is, let’s say you’re making two by fours and you got wood stocked outside of the machine and this machine can do a hundred two by fours worth of stuff, but the next machine can only do 80. If you keep doing a hundred, going into a machine that can only do 80, you actually end up creating this stock that reduces the capacity of the 80 because of chaos and storage and all this fun stuff. That’s basically how the brain works. When you think of human behavior, we do not exist in a vacuum. There are not these light switches that I only do this or only do that. Everything is kind of part of a throughput system. I think if you can wrap your head around that general idea, and then go pick whatever content you like to start to understand bias and heuristics, that automatic decision making machine. There’s a lot of books out there. If you’re okay with thick Thinking, Fast and Slow is probably my favorite by Daniel Kahneman. If you read it from the perspective of my goal is to read this book, it’s not going to do you any good. If you read it from the perspective of let me pick a client. Let me think of that human’s narrative. Let me think of the person who is a potential customer for this client and what do they do today? When they wake up, what do they do? When they go to lunch, what do they do? When they go to sleep, what do they do? What’s driving that? Who are they around? What influences exist in that world? You read that book that way, then it’s pretty good. There’s a lot, gosh, the list of books is insane. Someone asked me this at a conference and they were really interested. I go, okay, if you’re really interested, I’m going to give you five books and they’re going to be in a specific order. They’re doing it, they’re going through it right now, but there’s so many books. I’ve read hundreds.
Russel:
As you can see behind me, I’m a lover of books. For folks at home, we’ve got a whole bookshelf. What are the five books? What are the orders, if you don’t mind sharing?
Zed:
I would go with the Heath brothers did a great book called Made to Stick. There is some valuable understanding around structuring something from an equational standpoint. Daniel Ariely, I always say his name wrong, Predictably Irrational, Robert Cialdini, Influence, Daniel Kahneman, Thinking, Fast and Slow. These are probably the best to start with. I would add Switch, Switch by the Heath Brothers, same people who wrote Made to Stick. I love books and I love books because you get to take another human’s 10, 20, 30, 40, 50, 60, 70 years of experience and condense it into however long it takes you to read a few hundred pages. The challenge I think that exists in people reading books is they think the goal is to read the book. The thing is, you wouldn’t want to learn only from one person in your life. When you read the book, have strong opinions, but hold them lightly. You may read two books that slightly contradict each other, but now put something into action, take something out of a book and use it. There’s a book called Listen, Goldblatt I believe is the name of the author. It’s a great book. The entire book is around this concept of acknowledging resistance. Acknowledging resistance is taught in psychology as a way to make patients comfortable with you. Man, that is an awesome tool for advertising. Acknowledging resistance. It’s such a mistake to tell people stuff is good. Understanding negativity bias from Thinking, Fast and Slow by Daniel Kahneman will help you understand that there is very little leverage to the hope of future. I’ll use broadcast TV cause my brain is on it right now, but you imagine a commercial, how often is the commercial promoting this amazing future? Our brains are not designed to care. Can you shake me awake? Can you show me that I’m actually suffering? And then can you connect me to an understanding that there’s action I need to take to get better? Using all those things together to me is where I think the value is.
Russel:
I imagine you’ve already set people’s reading lists over the next two to three years. They’ll find the rest if they’re fascinated and interested.
Zed:
We have, because this is a big fan of books I am, we have a list of a hundred books that our call center agents can pick and read and we pay them 50 dollars for every one they do. Multiple agents have earned 5,000 dollars in 50 dollar book bonuses. It’s out there, you can grab it.
Russel:
What an interesting incentive. We had a library in our agency, but we didn’t build the incentive like you did behind to get people to do it. There’s the smart part, I guess the person that’s more knowledgeable about neuroscience and behavior change found the incentive to move it forward.
Zed:
Pay’em.
Russel:
Yeah, there you go. Where’s TrackableMed headed? What’s the big goal with this? What are we talking about 10 years or more from now?
Zed:
Continuing down the path of these three verticals, the way healthcare is going, the way the economy is going, aging population is going. Medical device is going to accelerate their technological advances like you see every other industry accelerate their technological advances. We see us as part of the commercialization of medical device products, being in early with these companies and helping them structure approaches that bind sales and marketing. So many companies, those 2 things are separate silos and they yell at each other, hey, marketing, you created a bunch of crap that I can’t use and marketing goes, hey, sales, you never use the stuff we created that’s fancy looking and it doesn’t need to be that way. When you bring into account behavior and specifically physician behavior change, we can create something where marketing is actually, it’s like volleyball, they’re setting and sales can come spike. I think that’s one thing that will continue to grow. Helping keep private practices independent. The consolidation is insane. It’s not good. Healthcare systems buying up private practices. I don’t want that. I wouldn’t want everyone around me to only be owned by a hospital system. I’ve seen what that does to patient outcomes. There’s a lot of opportunity for patients to have better outcomes in regards to whatever they deal with, and I promise you it’s not a consolidated health system that finds that out. It’s the entrepreneurial, independent, private practice who are motivated. They have a mission to help patients and it’s their name on the door. That’s what you want, so we’re here to support them.
Russel:
Love that. Our missions are so aligned in slightly different ways. One of the reasons why I do what I do in helping marketing agencies is I believe small businesses, this is the true lifeblood of this country or the world for that matter. The better small businesses can be at marketing, the better marketing agencies we can create, the more effective we can keep the power in the small businesses. Last big question. I’d probably have a billion more I’d love to ask you, but the last one for the day is, are entrepreneurs born or are they made?
Zed:
I believe that they’re made. This goes to, it’s hard for me to say born with studying behavior for so long. The paths that people follow have a massive impact on their structure to how they decide. If you were to describe an entrepreneur, sometimes people will say they’re decisive. They’ve got good leadership skills. These things are all learnable. Depending on the path you take is going to increase or decrease the likelihood that those things are learned. I’d have to say made.
Russel:
All right. Strong case for the made. Most people probably go on the fence and say it’s either, or born then made.
Zed:
Just pick a side, c’mon.
Russel:
Yeah. Probably maybe most, if they have to pick one, will go made. Then there’s a small group that will say the born aspect. I’m going to keep score. I haven’t been keeping score. I’m going to go back and keep score and at some point I’ll probably do like a fun little write up.
Zed:
Maybe you have to add successful to it.
Russel:
Someone talked about that recently and said entrepreneurs are born, successful ones are made, effectively.
Zed:
There you go.
Russel:
I thought it was a pretty good take on it. If people want to know more about TrackableMed, where can they go?
Zed:
Go to TrackableMed.Com. It’s clear, the three paths, private practice, medical device, private equity backed platforms. Feel free to reach out to me on LinkedIn, active there. If you know anybody in the medical device world, you could also check out the medical sales accelerator podcast, which is specific to bringing insights to the world of medical device sales.
Russel:
There we go. I learned so much today and even got the path to learn more. It was an absolute pleasure getting to hear your story and share your journey with us today, Zed. I appreciate you taking the time to be on the show.
Zed:
Thank you, Russel. Appreciate it.
We hope you’ve enjoyed this episode of An Agency Story podcast where we share real stories of marketing agency owners from around the world. Are you interested in being a guest on the show? Send an email to podcast@performancefaction.com. An Agency Story is brought to you by Performance Faction. Performance Faction offers services to help agency owners grow their business to 5 million dollars and more in revenue. To learn more, visit performancefaction.com.
Zed:
Sense of humor is important to me. I used to, back in the day, I did improv comedy, performed about a thousand shows and we actually use improv training in our office. We don’t do it as often as I wish we could. It’s like the balance between busy and stop down and train improv. Sense of humor is important. Laughing is super good for you. The story that comes to my mind when you ask about something funny is we have an employee here who is legit next level ability at pranking people and selling stories that are not real and doing it very straight faced. We had a client meeting. She and I went to the client meeting, flew to the east coast, came back. When she walked back into her part of the office, she walked back kind of wide eyed because everyone was like, oh, hey, how’d the trip with Zed go? And she, wide eyed, shook her head. You’re not going to believe what happened. They all lean in, what happened? We go to dinner, and then we go out for drinks, and Zed gets totally loaded. They’re like, what? There’s no way. Yeah, I don’t know, he was comfortable, and then he thought one of the people there was hitting on me, and he punched the guy out. She did it with such a straight face. And they, in their brain, they’re going like, okay, we know that doesn’t sound like Zed, but he is that, don’t mess with my people. Is it possible if he drank too much, would he actually punch somebody? She kept it, she did not leave him off the hook for a long time. We’re fans of having a little fun in the office.
Russel:
That’s awesome. I love it. You never mentioned that whole bit about a thousand improv comedy shows. That’s quite a feat in itself. We actually did the improv training at our own agency one time. It was fascinating stuff, but that’s funny. I would have to imagine some point that, is the ruse up that she tells wacky stories, whether they’re so believable.
Zed:
She’s so good. You can’t tell. She’s married and she gets her husband all the time.
