The FeedCast: Recent Episodes
The Relay Network
A monthly podcast created by Relay Network that features cross-industry experts sharing their approach to driving meaningful and powerful customer engagement. Gain usable insights and strategies in under 30 minutes!
Welcome to The Feedcast! In this episode, we are joined by Caine Fair, an expert on omnichannel marketing with a focus on customer engagement. Caine is the group strategy director of Engagements- Health & Wellness Grey Group, one of the top global marketing organizations.
Caine’s Background
Caine's extensive experience in the field began when he delved into the world of social media during his early career, working on a pioneering pharmaceutical product marketing campaign. Despite challenges with regulatory compliance, Caine recognized the potential of social media as a powerful avenue for reaching individuals affected by specific disease states. Leveraging the platform, he utilized impactful testimonials and engaging content to connect with the target audience.
In the health and wellness space, providing individuals going through challenging times with meaningful moments is both a challenge and an opportunity. Often, individuals face overwhelming situations where they seek clarity and turn to social media or search engines for answers. Caine's team crafts omnichannel plans that educate, connect, and drive decision-making through the power of storytelling.
Navigating the regulated healthcare industry while trying to appeal to consumers in layman’s terms can be tricky. Drawing inspiration from consumer marketing brands, Caine's team gains a creative edge and aims to activate leaders outside the pharmaceutical field.
They conduct extensive research to understand how consumers seek information and adjust marketing strategies accordingly. Staying ahead of consumer trends and using platforms like TikTok allows them to reach doctors and patients effectively. However, marketing in the health and wellness field requires compliance and careful communication. Social media's interactive nature provides a unique opportunity for back-and-forth communication with patients, fostering success and accessibility to necessary resources.
Join us on this episode as we delve into the world of omnichannel marketing and customer engagement with Caine Fair. Discover how his team navigates the regulated healthcare industry, drives inspiration, and creates meaningful connections with consumers. Don't miss this insightful discussion on adapting marketing strategies to meet the ever-changing needs of the health and wellness field.
Key Points
[01:34] Caine’s background from the early social media to now
[09:17] How can the same frictionless experience be transferred to healthcare providers?
[13:40] Borrowed tactics to help combat regulations
[17:35] How do you better educate on the brand side, and also on the provider side?
[27:56] The Super Bowl Example and the importance of omnichannel
[32:33] Balance between Boomers and Gen Z
[35:00] Shifting behavior in doctors and patients gathering information
In this episode of The Feedcast, Steve explains the impact of feed technology on customer engagement and the potential of AI for the future.
Steve Gillin is the founder of Relay Network, a leader in feed technology for business to consumer communications. Relay Network is connected to 85 million consumers across three verticals: financial services, healthcare, and home services. It allows businesses to communicate with consumers in a one-to-one feed. Prior to Relay Network, businesses were using technologies designed for consumer-to-consumer communication for business-to-consumer. Relay’s scrolling feed technology provides a simple and easy way for businesses to engage with customers.
Takeaways:
1) Relay is a scroll feed technology that is an effortless communication channel for businesses to their consumers
2) They invest heavily in their design and certification to ensure the most compliant and secure connections.
3) Businesses can significantly expand their digital footprint upon implementing Relay’s feed technology
4) Relay’s feed technology gets attention and drives that attention resulting in double digit growth across all size companies in various industries
5) Through format, content, and orchestration, the power of the scroll provides for an elevated and secure 1:1 communication experience for consumers
Steve explains how Relay was created to reduce friction in business-to-consumer communication. The approach taken is unique, as it sets up a feed for each customer. It then sends a text to the customer to claim the feed. This allows for the content in the feed to be personalized based on the individual user's journey with the customer. As a result, it delivers a unique experience down to the individual, based on the business's goal for the interaction.
Steve and Tricia discuss how Relay has focused on the most important aspects to consumers: money, health, home, and family. Relay works with companies large and small, highly regulated industries, such as financial services and healthcare, and invests heavily in the design and certification of the tool to keep both companies and the consumer secure.