How Healthcare Executives Build Trust With A Real Voice Online

Healthcare leaders are being asked to step into the spotlight like never before and the ask is coming from every direction. Boards want a visible CEO. Investors want a confident narrative. Teams want leadership they can rally around. Customers and patients want a person they can trust, not another polished PDF flyer on LinkedIn. The problem is obvious: executive calendars are packed, the stakes are high, and most “approved” content processes sand down the voice until it sounds like nobody. 

We dig into what we call public trust architecture: a practical way to turn a healthcare CEO or C-suite leader’s real perspective into consistent thought leadership without losing personality. That includes the stories people actually care about, what’s changing inside the business, what leadership gets wrong before it gets it right, and how values show up when things get hard. We also talk about “reputation capital” and why your personal brand is an asset you own even when the CEO chair changes hands. 

AI is part of the story too. Patients and buyers are more educated because they can research anything instantly, but AI has also flooded social feeds with generic posts. Our take is simple: don’t use AI to create slop. Use it to extract what’s true, organize it, and publish it in a way that still sounds like you. We also share why this matters at conferences and trade shows, where consistent LinkedIn presence can turn cold booth traffic into warm “I already know you” conversations. 

If you’re curious about the tools, workflows, and community that make this easier, we also preview what’s coming at Content Crib 7.0 on October 16th and 17th in Bentonville. Subscribe, share this with a leader who needs it, and leave a review with the biggest challenge you have with visibility right now.

Transcript

The Visibility Squeeze On Leaders

SPEAKER_01 0:00

These healthcare leaders, they're facing this pressure to be m more visible than ever. The boards want it, the investors want it, the teams want it, and like you said, the customers want it. And most of these leaders they don't have time to write write or put their voice out there. Their calendars are stacked. They're dealing with internal internal struggles that they you know, fires they need to put out. And if they're really following kind of internal sterile content marketing, their voice is it gets sanded down, right? And marketing kind of flattens it out.

SPEAKER_00 0:28

Back at it again.

SPEAKER_01 0:30

Hey, content crib episode who knows. I don't even know what we're in the 30s, but we are middle middle thirties.

SPEAKER_00 0:36

I just looked, we're number 38.

SPEAKER_01 0:39

It's cool. I mean, it's it's awesome how it's uh you know a weekly routine, and it's funny how things our conversations are evolving.

Content Crib 7.0 And Project Momentum

SPEAKER_01 0:45

You know, I'm sure we'll touch on AI today, but um first we wanted to kind of start off with chatting about Content Crib upcoming in October. Yeah. Such a huge success with 6.0 and the one plus one equals three. Um you have some intimate knowledge of some of the projects that are coming out of that, right? I mean, I know Jerry and Mike Nelligan are putting out an amazing project, right?

SPEAKER_00 1:07

Yeah, yeah. I'm gonna I'm probably gonna work with them on some level doing uh with you know our team and implementing the four pillars and um and it's it's gonna be great. And the the app that they're they're creating is gonna be phenomenal. It's gonna tie into really cool, I don't want to give away too much, but surgeon information, I mean it it's it's profiling, it's it's it's gonna be I think that's really gonna be the winner of everything they're doing right there, is really the app that's gonna come along with it. Um that I know Seth and Todd Dean are up to doing something as well. Um I know that anyway, there's a bunch of different projects that came out of 6.0 and we you know that was kind of the theme. Let's let's all work together and become uh a team or create projects where you could become a team with each other. So that looks

A Sharp Focus On Healthcare CEOs

SPEAKER_00 1:59

good.

SPEAKER_01 1:59

Yeah, I mean our our ISG company influence strategies group is also evolving too. Do you want to talk a little bit about that?

SPEAKER_00 2:06

Wow, all right. We're gonna do the big we're gonna do the big release right now, huh? Yeah, this is the All right, let's do it. So yeah, we um we used to work with quite a bit of uh clients that were from different, I guess, verticals, I guess we could say. And at any point in time, jump in if you want to, you know, whatever you want to add to it. I'll let you do what you what you think as well. But we really had what we've noticed and what we do best in our marketplace is amplify the brand or amplify the voice of healthcare CEOs. And C-suite. I mean I think we could we can include C-suite, can't we? Yeah. So C-suite leaders that want to create a public trust architecture, you know, we know healthcare is changing dramatically. So we've decided to make the as Matthew talks about the 15 degree or 11 degree or nine degree, whatever pivot we're making. And that's we are strictly going to be healthcare leaders, CEOs, C-suite individuals. And yeah, that's gonna be that is going to be our marching orders moving forward.

SPEAKER_01 3:10

Yeah, I mean I think it's you know it's super important this day and age to you know establish that leadership voice from your you know executive position in C-suite. I think you know, we're seeing it more and more how it's shaping the these companies' brands by having someone out in front and talking about the values and the stories that are happening behind the scenes, because that's what people want to hear. They don't you know we say it all the time. We don't want to see or hear about the technology that you're you know marketing as a company or PDF flyer on your LinkedIn page. We want to hear about the point of view that you have, and especially if you are in one of these big leadership positions, talking about you know how the how is your brand evolving? How how what is going on behind the company? What makes you successful? What makes your people successful? What struggles are you having? Where where did you you know where where in your company do you fall on your face? Maybe in a leadership decision, but it ultimately you know took you two steps back to go five steps forward. You know, those are the things that um people and that's how you build trust ultimately with your ideal clients anyway. So why not have be out in front as a you know, C-suite leader by sharing those things? And ultimately it it inspires the rest of the people in your company to also shape their voice. Assuming that, you know, this company that you have a C-suite leader that is putting their voice out there will allow their employees to to speak openly, because that is such an important part of it. I you know, I think that I think that culture is is is obviously still out there, but I think it's kind of a dying idea because companies are realizing more and more the human touch is so important, the human perspective

Trust Architecture Through Real Stories

SPEAKER_01 5:00

is so important.

SPEAKER_00 5:00

Yeah, and you you say it best is that your customers or patients, whatever you all of the above, they are so well educated now. And the reason they're so well educated is they can go out and utilize AI, Chat GPT, or whatever they want, Claude, and and go and find their uh ideal product or uh ideal surgeon or ideal physician. And if you as a CEO aren't out there sharing your value and wanting your customers to connect to your organization and you be consider yourself the conduit or at least someone who they want to say, hey, I've watched you s talk about this, and I'm about ready to get a total knee, and you're out there in the forefront talking about your ingenuity as a company and your ability to develop new products from patient feedback. You know what? You're the company that I want to use.

SPEAKER_01 6:00

Exactly. I mean, on top of that, these healthcare leaders they're facing this pressure to be more visible than ever. The boards want it, the investors want it, the teams want it, and like you said, the customers want it. And uh most of these leaders they don't have time to write write or put their voice out there, their calendars are stacked, they're dealing with internal uh you know, internal struggles that they you know, fires they need to put out, you know, and if they're really following kind of internal sterile content marketing, their voices it gets sanded down, right? And marketing kind of flattens it out.

Escaping AI Slop With Authentic Voice

SPEAKER_01 6:40

By the time it gets posted or shared, it doesn't sound like anybody. And you know, AI made it worse. LinkedIn's flooded with these generic voice, uh generic posts, and an authentic voice is now super scarce. And you know, we use AI tools, but we don't use AI tools to create slop. We use AI tools to help pull out the soul and the and and put it into a architecture of a personality and then be able to craft the personal brand and then ultimately help write for them and put their you know put their put their voice out there with exactly what they want to share. Personal brand really, you know, smart executives are building this reputation capital they can carry into the next chapter. And uh most CEOs' chairs are rented anyway, so that brand is yours and owned, and it will take you, you know, take you as far as you want. We'll still help the surgeons and the healthcare entrepreneurs because of um you know our past experience, but we've just realized more and more these C-suite leaders need the help fast. And how we do that is we we capture the voice, we have a full process, recurring touch points, and we learn how you actually think before we even write a word.

SPEAKER_00 7:58

Yeah, I mean, that's perfectly said. I love that reputation capital. I gotta remember those that word, those words. But yeah, you you're that's that's exactly right. And it it was the really the main reason I think that we we both kind of had the aha moment was they don't have the time. They just don't have the time. And you know, whether it's uh they want to have their public trust architecture out there, or whether they want to write a book, or they want to create a podcast, or they want to do all of these different things. And we've helped do several of those things for several people. It's like that's our our vertical became really quickly, you know, the C-suite where these they don't have the time to do it, but they want to do it and they have to do it. They have to do it because this is the way that they're going to have their ultimately their customers slash patients connect with their organization.

SPEAKER_01 8:51

As we build as we build that up, we then execute it across channels that matter, right? So channels that we fully believe in, obviously, LinkedIn, newsletters. We even we even will have a package for you know book building, uh speeches, podcast, you know, podcast visits, or you know, um well actually we we might as well mention now that you know in the future we'll be looking to have some of these people on our podcast to interview them so they can share their story because people want to hear. And I think there's a lot of a lot to learn from these leaders that you know our audience for this podcast I think will soak soak up and love to, you know, love to hear about it.

SPEAKER_00 9:32

Yeah, thank you. Thank you for bringing that up. We are gonna bring on some really impressive people are working on that right now, but they they're gonna come out and and you know talk about what their organizations are doing and how they're utilizing, whether it be social media or any of the different avenues that they are utilizing for marketing.

How LinkedIn Changes Conference Networking

SPEAKER_00 9:52

You know, gone are the days. I've had this conversation over the weekend with somebody, you know, gone are the days of a CEO where you know you show up at the booth at an at an academy or at any of the large trade shows, and you go, Boy, I hope that surgeon comes by that we we talked, you know, we texted back and forth, they're gonna come by at two o'clock, and you know those days, yep, I know you're all gonna say this and you're gonna go, man, I don't know. You know, we've got to have a booth at this meeting. Yep, you sure do, but wouldn't it be nice if it was full? And that's the difference.

SPEAKER_01 10:23

I go to booths, I mean I excuse me, I go to booths. I I go to uh these healthcare shows, you know, a few times a quarter for uh my company, and I'm walking around saying hello to people that I share and enjoy their content on LinkedIn, like it's awesome, and now we're all friendly, we know each other by first name. That was not a thing a few years ago. Yeah, um, and a lot of these people are big time CEOs, C-suite leaders that are sharing their voice and their perspective every day, and they're known and respected. People know them by their first name, and it's it's crazy. I you know, I I think that when we used to go to shows five years ago, we knew a few people that we sold against, right? I mean, it was not it was very or we worked for their company previously, but it was not just straight up competitors that we would know them from thought leadership. So, I mean, that's just why it's more important than ever. Wouldn't you want your brand to be out there by as you the person sharing that? I I mean I think that's an easy answer for me.

SPEAKER_00 11:25

Yeah, uh and i if you're and if you're a C-suite leader or president of an organization and you're you're walking around and nobody has any idea who you are, you've got big problems. I mean that that's that's not where you want to be. That that was fine 20 years ago, but now this is a totally different world. And you know, and and not only for what you're doing now, you're building you know, as you said, reputation capital for the future. You know, you may not be the CEO of that organization you're with for the next 10 years. I don't know, you know, from but if you're someone we're out there who it provides value on a daily basis, I can guarantee you, I will you know you can write this down, you will have bigger and better opportunities if people know who you are and what you think.

SPEAKER_01 12:13

100%. And I think now's a great time.

Productivity Tools And AI Agents At 7.0

SPEAKER_01 12:15

Let's do a little bit, a little pivot back to Content Crib. We got a little bit off track there. We're just excited to make these announcements. But Content Crib 7.0 coming up uh October 16th and 17th. Uh, you know, with such success in 6.0 and and people just clamoring for more help on, you know, how do I get these projects rolling? How do I get organized? How do I, you know, what productivity tools, what kind of AI, you know, is everyone using, what kind of um, you know, personal branding tools are out there? Um, I mean, uh it's gonna be it's gonna be insane.

SPEAKER_00 12:50

Yeah. Yeah. I I I mean I get messages, I know you do all the time, messages that, hey, what AI agent are you using for this, or how are you incorporating this in your business? And hey, can you tie this in as far as you know website or design or any of this stuff? That's what we're gonna talk about. It's gonna be about the productivity of how you want to do things in order to do it the best you possibly can. Um we're gonna ask it again, it I'm in awe of the people who are always in the audience. Um we're gonna ask for their feedback about what they're doing, why they're doing it, and then also just what we implement on it on a daily basis. And um I just literally had a message an hour ago asking me, you know, can you sit down with me and you know take some time and I want to understand how I can create AI agents in order to I won't share what what they asked me what about that. I was like, sure, absolutely. But with Content Crib 7.0, that's what we're gonna talk about. And uh I look forward to it. That's a lot uh that's always a lot of fun because I learned a lot I learned a ton from everybody there.

SPEAKER_01 13:53

Yeah, I mean it's gonna be it's gonna be super exciting. I I mean I even got mentioned in finally, I mean, how many years has it been? I had to do something uh helpful enough to get mentioned in Mark Copeland's point to the passer uh weekend post. Because I I helped him out with uh some you know AI tools because he was wondering about it. He signed up for a preview of my book and said, Oh man, that's you know, I read the preview, it looks great. I really need to implement some of these AI tools, but not to pull away from me as a person. And you know, I want to implement the the right tools. And I, you know, I I went down a list of some of the things that I use that are really helping me, and he was like, Wow, you know, this is amazing. Thank you. So I got mentioned in his post, so I think that was a first.

SPEAKER_00 14:32

Um I'm gonna put that right in your LinkedIn profile now. Mark Copeland station haver. There you go.

SPEAKER_01 14:38

Well, I have so much respect for that guy.

SPEAKER_00 14:40

He is like Did you know that Mark somebody told me he's like extremely tall?

SPEAKER_01 14:44

Oh, yeah, he's like 6'8 or 6'9 or something.

SPEAKER_00 14:47

That's why when somebody said that the other day, I was like, I think maybe Mike Nelligan told me. He's like, Yeah, he's really tall. So I know he's listening right now to this podcast, so he can he can he can comment below on exactly how tall he is.

SPEAKER_01 15:00

Yeah, well, I mean, talk about someone that nailed their talking logo and just went all in on their business and expertise to help out so many people. I mean, all I hear about is people success stories about learning about his VAC committee magic and knowledge. And I think that's per worth noting. Like we often forget the magic we all have with the little things that we do or big things that we do daily that not everybody knows, and most people don't know, and they need help with. So keep that in mind, you know, when you want to share something, or or you know, maybe you come up with a business idea. Everybody has that. So uh very you know, it took a lot of digging for me to understand that or just like look in the mirror and and figure it out, but uh everybody does.

SPEAKER_00 15:40

No, you're you're right about that. And um, yeah, it it when you say it and then it starts going through my you know mental role decks of all the people that we know, you know, that just have shaped their voice on LinkedIn, and that's you know, whether it's down if I ever have transportation, it's Dan Gallagher. Or if I ever want to, you know, back mini, it's Mark Copeland. I mean I know that you know the the names come to my mind

People To Learn From And Pivots

SPEAKER_00 16:05

now. Um and uh and I saw that Brian McGary, who I don't he was at one of our content groups, completely has pivoted and he's doing something new today, and I was like, I saw this post, I was like, that's awesome. And uh he he left medical device and he's now in the uh automobile business. And I'm anyway, very cool.

SPEAKER_01 16:25

Oh man, I'm looking at it now. Wow, vindicated.ai. That's pretty good.

SPEAKER_00 16:28

Yeah, super cool. I was like, man, that's really neat. And uh I told him, I was like, this is your best post ever. Um but it's it's a cool, cool business idea, great, great idea. And he basically said, I mean, if everybody's listening right, you know, as far as thinking about AI right now and listening, you know, you know, he built his entire company, which ten years ago he could never have done, it's it's all AI, you know, is is are the workflows in the background. Instead of hiring people, he's hired AI, which we've talked about.

SPEAKER_01 16:59

Well, there you go. So So give it to Content Crib 7.0 to understand all these things and we can get together and share the gold and launch your business.

SPEAKER_00 17:08

Exactly.

How To Attend And Wrap

SPEAKER_00 17:09

And uh October 16th and 17th in Bentonville, um, reach out to any of us if you're interested in going. If you've gone before, you know, just reach out, we'll send you the link. So we uh we like to talk to everybody before they come to Content Crumb. If they've never come before, we like to have a you know, just so you understand what's going on at the meeting and you know, make sure we're all aligned and if it if it's a right fit for you. Um but you've been there before, you know exactly what it's all about, and so please let us know and we'll get you a link.

SPEAKER_01 17:40

During this episode I was thinking, I'm like, I wonder what our th thumbnail is gonna be for this episode.

SPEAKER_00 17:45

Everybody Everybody will have to stay tuned and see.

SPEAKER_01 17:50

All right, that's a wrap.