From someone who spent 15 years fixing these exact problems.
I’ve spent 15 years in marketing, much of it in healthcare and health tech, including Elevance Health (aka Anthem BCBS). I’ve worked on a lot of campaigns across owned and paid channels, for all kinds of initiatives and products. The thing that was always underneath all of it was diagnosis, finding the real reason something wasn’t working while everyone else argued about the surface. The tools on this site are that skill, automated. This page is the person behind them.
I’m obsessed with why people do what they do. What is this person actually trying to get done, what else is pulling at their attention, and why would they care about this at all.
A lot of marketing tries too hard to make people care about something they’re never going to care about, or at least not right now. I think that’s backwards. If you’re pushing that hard, something upstream is off. That’s not real marketing. Real marketing is the right message solving a real pain point, in front of the right people at the right time.
There has to be a reason someone picks you, especially when there’s competition. Maybe your value prop is genuinely different. Maybe you’re the only one who does the one thing, or you’re in the right place, or you have a reputation and people know you. But if you’re in a commoditized business with no edge, no real reason to choose you, you either don’t make it or you lose to whoever’s doing it better. A lot of marketing problems are really this problem wearing a disguise.
Here’s what I mean. None of these were “diagnosis” jobs. They were product launches, enrollment, member marketing, email. The win, every time, came from finding the real problem first.
The people I do my best work with all have one thing in common: they care about their customers. They want to help their customers. Making money matters to them, but it isn’t the only thing driving them. If you care about the people you serve and you want someone honest to tell you what’s really going on, we’ll get along.
I care a lot, probably too much. That’s the job as far as I’m concerned.
I wanted to learn. I got genuinely fascinated by AI and decided to become a kind of marketing engineer, someone who doesn’t just use the tools but builds them. Partly because it’s interesting to me, partly because I think this is where marketing is heading and I want to be good at it. The diagnostic tools on this site are what came out of that.
Hi, I’m Julie Irving, nice to meet you. Outside of all this, I’m married and I’ve got two little boys, four and six, one in preschool and one in first grade, so my house is loud. I’ve sung my whole life, and my odd fun fact is I’ve sung at Radio City Music Hall twice. There’s a story there for another time. Ask me about it. I’ll know you read this page. I’m originally from Maryland, went to college in North Carolina at Elon University, and did my MBA at NYU Stern, which is a big part of how I became a New Yorker. I lived in the city about seven years, left in 2016, and I still miss the energy, though the suburbs make more sense with two kids who need the room. I’ve been in New York and New England ever since, and now I reside in Connecticut with my family and two old man cats, Bodhi and Dexter, both 15 and going strong.
I work really, really hard. Too hard, honestly. Someone should take me to the beach and give me a frozen margarita. But I’ve got a family and a business to stand up, so here I am.
If your marketing isn’t working and you want someone honest to tell you why, that’s the whole job.
See how we’d work togetherOr if you’ve got one thing that isn’t converting, start with a single review.