Marketing Distilled interviews Colin Jeffries, VP of Marketing and Communication at Brightview Health. About Colin Jeffries In less than four years, Colin built the most sophisticated and efficient multi-channel in-house marketing and communications function in addiction treatment in the United States. He is an award-winning marketing executive who frequently speaks and writes on the follies of mainstream marketing methods. He is an inductee of the Hospital Marketing National Hall of Fame, one of Podcast Magazine's 40 Under 40, and was named Chief Marketing Officer of the Year in 2023 by the Cincinnati Business Courier. He leads marketing, communication, and innovation efforts for BrightView Health, co-hosts The Rethink Marketing Podcast, and serves in advisory roles for several organizations. He has his bachelor of business administration degree from the University of Cincinnati, Carl H. Linder College of Business, and the MBA from Indiana University's Kelley School of Business Colin Jeffries is the Host of The Rethink Marketing Podcast and both Rethink Marketing and Marketing Distilled podcasts are members of the Marketing Podcasts Network. Colin Discusses the Following In this episode, we answer some of the following questions: You had started out in the AEC Architecture, Engineering, and Construction industry, but now work in healthcare. Colin, tell us what led you to switch industries. Uncovering why your organization is really better than the competition. Why conventional marketing wisdom is probably backfiring for your organization and what to do about it (team hiring practices, web page  word count, bounce rate, segmentation, etc.) Major learnings from trying to connect with an “impossible to reach” audience. Major learnings from scaling a "marketing team of one" to a team of 10 within 4 years. Lightning round of questions. Connect with Colin Connect with Colin Jeffries via LinkedIn, and subscribe to his podcast using the links below: LinkedIn The Rethink Marketing Podcast Personal Website Learn more about your ad choices. Visit megaphone.fm/adchoices