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[SGC-29] How The Health Insurance Whisperer Uses Instagram To Reach Her Ideal Clients with Hayla Folden

By Melissa Brown, MD


If your niche is one that people tend to think of only at certain times of the year or even only once a year, how do you reach your audience and keep them engaged? Listen to my interview with Hayla Folden who I’ve dubbed The Health Insurance Whisperer.

Hayla helps entrepreneurs, solopreneurs, and small business owners understand health insurance. She breaks it down in such a way that you can finally understand what type of coverage you need and she helps you access it.

She also helps her clients fully understand what to expect when they need to use their health insurance so there are no unexpected surprise charges threatening to break the budget.

Hayla uses Instagram to educate and engage her audience. She invites them to connect on a more personal level through IG so she can help them more individually.

While health insurance is not the sexiest topic, it’s a very important one. Hayla has figured out how to reach her ideal clients, engage them with relatable posts and educate them so they trust her and want to work with her. Listen to this episode to hear how she does that.

Don’t Miss Inside This Episode:

  • Discover how Hayla uses Instagram as her content playground to educate her audience about health insurance throughout the year.
  • Learn Hayla’s unique approach to finding what works for her and for her audience to keep the engagement going all year long. (Even when insurance coverage isn’t top of mind at the time.)
  • Hayla shares her secrets for finding the perfect health insurance plan for entrepreneurs and others working for themselves without feeling overwhelmed. From customized coverage to understanding the fine print, she’s got you covered with all things health insurance.

Links and products mentioned in today’s episode:

Hayla’s Better Doctor Playbook. Get your free copy of the exact process Hayla uses for herself and her family to find the best doctors for any medical condition.

Check out aligned marketing in Jade Francesca’s interview in She’s Got Content podcast Episode 23.

About Hayla Folden

Ready to find your best health insurance without frustration? Then you need Hayla Folden in your corner…

In addition to finding a health insurance plan that works with your current doctors, Hayla creates a safe space to ask all of your questions so you finally understand how it works. She’s making health care simple.

When not traveling the country with her husband in an RV, you can find this former public health worker watching reruns of Gilmore Girls and consuming inappropriate amounts of black coffee.

Hayla’s Website

HaylaFolden.com

Connect With Hayla on Social

Connect with Hayla on Instagram @Hayla_Folden

About Your Host

Melissa Brown, MD – Coach, Author, Speaker, Teacher, and Podcast Host.

After leaving medical practice in 2009, Melissa discovered the online world and never looked back! After coach certification, she began a healthy lifestyle coaching practice online and quickly fell in love with blogging, writing, and content marketing.

Melissa believes that coaches have the power to change the world. Unfortunately, too many coaches get discouraged by the amount of content they need to create for marketing their business and this can lead to overwhelm and giving up on their dreams. There’s such a ripple effect when a dream dies, so Melissa is on a mission to help coaches and solopreneurs overcome the overwhelm when it comes to content creation so they keep those dreams alive.

Your content can impact massive amounts of people and positively change the world. You’ve got content in there inside you; let’s get it out into the world.

Check out these social media sites:

She’s Got Content Facebook group:

Facebook

Twitter

Instagram

Get your FREE Never Run Out of Content Ideas Tool Kit/Workbook

Thanks for listening!

Thanks so much for listening to this podcast. It means the world to me to have you here on this journey! If you got value from this episode, please share it on social media, and recommend it to your business besties.

Please leave feedback or questions about this episode in the comment section below.

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Transcript
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Hello there, content creators. You're listening to the She's Got Content

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Podcast, where it's all about creating content for your

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coaching business. I'm your host, Dr. Melissa

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Brown, and I'm here every week to help you get your content

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out of your head, out of your heart, and out there into the

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world where that information and your services can

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impact the most people. Get ready to take notes

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today and then take action. Content creators, let's dive

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in with today's episode because you've got content to get out

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there. Hello, and welcome back, all you content creators.

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We're back for another episode of The She's Got Content Podcast.

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And for all you solopreneurs and business owners who are confused about

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health insurance, health insurance for yourself, your family,

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maybe your employees, or your team, I want you to meet the health

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insurance whisperer Hayla Folden. Before

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selling insurance, Hayla worked as a risk communicator for public

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health, where she educated the public about diseases in

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a way so people were able to take action. Hayla believes

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the more you understand something, the easier it is to move

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beyond fear. She uses the same approach to help

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you fully understand your health insurance policy. Hayla

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uses Instagram to educate her audience all year long

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about something that people typically think about only

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once a year when it's time to renew their insurance policy.

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So I wanted to bring her on the show and talk with her about how

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she uses the Instagram platform as her content

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playground. Welcome, Hayla. Hey. Thank you for

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having me. Oh, it's my pleasure. I

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think this is a fascinating topic, and I want to just

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take our listeners back. Can you tell us a little more detail about how you

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ended up doing what you do? Yes.

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Many years ago, when I was in my twenties, I had excruciating

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pain in my pelvis. I could not figure out what it was.

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The doctors could not figure out what it was, and it

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took several years to get a diagnosis. I had two pinched

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nerves. They were pinched in two places in my pelvis.

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And during that whole process of

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getting the diagnosis and then having the surgery to fix

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the problem, I had so many medical bills,

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I didn't understand my health insurance. And then through my job, I

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changed my insurance. And one year, I was just lazy

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and waited until the very last day. And I remember

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saying to the right I remember saying to the HR person, what

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should I get? Just tell me something, and I'll just pick something. And that was

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probably the biggest mistake I ever made because what I chose

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did not match what I was experiencing,

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my lifestyle.It didn't match anything. And I ended

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up owing thousands of dollars out of pocket that year

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because I wasn't paying attention. I didn't know it. I didn't take

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the time to learn it. That experience and that

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overwhelming medical debt that I ended up with is what propelled

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me forward to learn the health insurance policies, understand

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how they work, and to follow health insurance laws.

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And I'm so grateful that I did because it became

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so easy for me, and I could explain it to my coworkers, and I could

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help them find something that worked for them. Now, even

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buying health insurance privately is so

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simple, and I know exactly what I need for my lifestyle,

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and that's how I help my clients. We find what they

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need specifically for their lifestyle and the issues that they're having at the moment.

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It sounds like you take something that's, for most of us,

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very complex, and you break it down and customize it

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for what the person needs. Is that yes, that's exactly

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how it works because we have the conversation, a very private

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conversation of what they need, what they're experiencing,

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what they've had in the past that they hated because everybody has an "I hate

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insurance" story. And then we move forward. What would you like

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to have? What is your ultimate want? If you

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had a wish list of what you could have in your health insurance, what would

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it include? And then from there, I'm able to,

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yes, customize something for them so that they

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have a plan that meets their needs and

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maintains their doctors or includes doctors

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that they want to see. So simple for me, honestly, I tell people

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it takes me 15 minutes to do it. It takes me longer

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to explain it. But it's important to me that

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every one of my clients understand how it works to avoid

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those costs, those surprise bills, as people call them. Sometimes

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they are surprised, but sometimes it's just because you don't understand the

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policy. Hayla, do you sell insurance just in one specific

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area of the country, or do you work with people throughout the

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US? I'm licensed in seven or eight states right

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now, and so I'm not everywhere, but even in states that I'm

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not licensed in, I know people and can connect people with someone in those

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areas to help them. And I'm continually adding new

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states. Just recently added California. Okay. This is

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a really important topic, I think, for solopreneurs business

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owners, because often I hear people say, I don't have health

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insurance, because they think that you can only get health

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insurance through an employer. And when you're the

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employer, you employ yourself. You just don't know how to

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access it, or you just don't think it's an option. That's right. And one

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of the most common questions I get is, where do I find it? How do

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I find health insurance? And I know if you go on

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Google and search, there's 7 million results that come

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back for where to buy health insurance. And then if

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you find something you like, it almost

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always makes you input your personal information,

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like your age, do you smoke, your address?

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And I did this one time just to see what happens when you do this.

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I had no fewer than 15 different

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insurance agents reach out to me in the first five minutes. Yes, it

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was unbelievable. My phone was ringing. I was getting text

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messages, and they were very pushy. I can help

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you, and you need to call me right now. And I don't like that approach.

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That's not me. I don't want people calling me. I want to find

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the information that I need, try to

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read through it and understand it for myself, and then reach out

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to someone. So I always tell people that, reach out to me.

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This is what I can do for you, but we need to have a conversation

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first. And if you're not ready for that, let me know what it is

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you want, and I'll supply you with some stuff

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because I understand not everybody likes that approach. Yeah. I can

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imagine how you fear that every

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Tom, Dick and Harry is going to be beating down your door if you start

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putting in that information and you just don't know where it's

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going. So having you as a

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resource in the back pocket to help the

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consumer, the business owners, understand really what it

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is they need, because it's just such a big topic. Don't want to even think

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about it, like, until the last day, the very last

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day. And most people do. They put it off because of the

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fear. It's usually the fear of the unknown, or they're afraid they're going to make

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a bad decision and it's going to impact everyone else that's on that

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policy. And so they just start it and then put it

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off. And I understand that. I completely understand that because I do

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that with other things. The laundry, I'm going to put it off until the very

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last minute. I'm not going to do it, so I get it. Income

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taxes put it off until the last minute. But

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I try to help people understand that within a

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conversation. And then a few minutes of my time, I'm going to

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send them things that are going to work for them so that any choice they

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make is going to be a good choice. There are no bad choices, so I'm

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not going to send you an option that's not going to work. And

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then when it's narrowed down to two or three options, it's so much

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easier when you know everyone's going to work, all of these options are going to

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benefit you, and then we talk through those. Is there one that works

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better? Let's talk about the differences. And I really

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enjoy that process with my clients because there's always an

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AHA moment. Sometimes there's tears where they say, I had no idea.

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I did not understand it could be this easy. You

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have made this, like, the relief of

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having it where it's a simple answer. And

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I so enjoy that. I really love

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especially helping business owners that are leaving a corporate

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environment. The solopreneurs that are starting their businesses.

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I love being able to do that for them to say, look, you don't have

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to wait any longer. You can leave your job

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because it's not going to be that difficult. The health insurance is the piece

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that most people stay for and when you can show them

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this is what you can get, this is how much it's going to cost,

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there's such a sense of relief and I love to see that.

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It sounds to me like you're translating all of

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that medical insurance, I want to call it gobbledy

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goop, into understandable language that

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the person who's leaving corporate, the person who's leaving an

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employed job, who wants to be an

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entrepreneur, how they can understand that. And maybe

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they're at a point where they've got employees they want to cover,

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they may have a team, so you can help them walk through

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that. You are the health insurance whisperer.

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You actually make it easy, understandable.

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And you just did a couple of analogies right now where you

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talked about procrastination and putting off the laundry

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and how that relates to how most of us think about this

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health insurance policy that we know we need, but we put it

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off until the last moment or sometimes miss deadlines.

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Kind of segue into that with making the health insurance

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relatable and how you actually pull that in with your content

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on instagram and you get your engagement or your interaction.

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Tell us about that. Most people have that "I hate health

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insurance" story and I think it's always important to

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bring some of that to light, especially in a format

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where people can engage with it. I love to do instagram reels

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to talk about I've had this bad experience before

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and have you ever experienced this?

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And to get the stories and the people talking because once

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you understand that everybody's had a bad experience, it's

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so much easier to bond. And then from there

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I can go into these are some positive

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experiences. These are some instances where

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you could save money if you understood your policy. And

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I always tell people if you were clear

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on what requires prior authorization before

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you had a procedure or a medication prescribed,

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you wouldn't feel so much hatred towards the insurance

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for denying something because you would understand the process and then

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explain what the process is. This is how many steps you have to take to

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get there. But I love the stories and

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the engagement when people share and almost

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always there's bad stories, but there are some

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positive ones. I recently mentioned

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a bad experience I had with the doctor because there's

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the difference between a bad experience and a bad doctor. I

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had a bad doctor. This neurosurgeon told me I had

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nice underwear and that was the difference between men and women patients. Yeah. Were

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their underwear. And that stuck with me. That was

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probably 15 years ago, right?

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How creepy. Yes. Very! And he came highly recommended,

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Melissa. People loved him. He was top of

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his game, but it was so creepy. I never wanted to see him ever

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again. And that was the experience that propelled me to find

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new doctors on my own and get myself to a point where I could get

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help. I mentioned that on Instagram in

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a reel. The stories that flooded in from people in

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the comments were unbelievable. So many people have

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had horrible experiences like that. And I

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like to take that time and that opportunity to tell them the

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difference between a bad experience and a bad doctor. Because sometimes we're

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all just a little off for the day. It'd be just a bad experience. But

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yeah, there were some bad doctor stories that came through on

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that one. Now that you're saying that, I tend to lurk a lot on

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TikTok and reels on Instagram and

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watch and consume the content, I have seen

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so many instances, especially it's women. I don't think I've ever

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seen a man post about a bad experience with a

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doctor. And having been in the medical field for many

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years, I was just floored

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that those experiences happen.

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It's scary how frequently it happens.

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Yes, so scary. I will

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never forget that doctor. I had another one tell me

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that I was having pain because my pants were too tight, but there

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was an underlying cause for the pain. It wasn't because my pants

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were too tight. So stuff like that propelled

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me to learn the insurance, to

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figure out a better way. And I created the Better Doctor

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Playbook based on that because of the steps

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that I then took for years to find different

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doctors in different fields that I needed. And

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when I tell you, if I follow those steps, I almost

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always have a doctor- provider relationship

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that I love. I would recommend my current

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primary care physician to anyone because of the first interaction

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I had with him and the way he understood and asked

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questions and listened. I would recommend him to

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anyone. But I've taught my children how to do that. So

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that as young adults, the youngest one just turned 20. So as young

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adults, they can find their own doctors.

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They're doing great, they're thriving. Sounds

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like this is a playbook that actually physicians should have on

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their shelf. What you've been saying here is that

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you posted something that your audience on

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Instagram can relate to, and you've asked

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certain questions about how that experience that you may have

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had, how they can relate. Okay. So that's like a

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theme that you have when you're playing in your content playground

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over there on Instagram. That's right. One of my themes,

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absolutely, is to post something that

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is relatable. Some story that I have that someone else may be able to

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relate to and then to get the engagement from

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them. One of the others is just pure education

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where I just break down--this is a

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part of a health insurance policy and this is how this particular section

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works, like the prior authorization, how it works and why it's

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important. The understanding the out of pocket

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costs that are outside of the premium and outside of the

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deductible so that people are not

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getting surprised by those medical bills. Okay, so relatable

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unforgettable educational.

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Educational. Okay. I try to go education first with

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everything just because that's the way I like to

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learn. I want to be taught a little bit on something that

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I can relate to. So having a relatable story that also

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has an educational piece that may come the next day or the day after.

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Okay. How about case studies? I know. We're dealing with

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HIPAA laws. The Health Information Privacy

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Act. Is that something that you're able to weave

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into your content? I can if it's very generic.

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If I'm just very generically saying, this is something that

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has happened, and here is how you may see

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it play out for you, or how this person saw it play out. Yes. So

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I do have several clients that have gone into

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running their own business, some that did not have any health insurance

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that then once they got it, they were able to take the

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steps to get preventive care that they've not been getting. So I do try

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to include that while also maintaining their

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privacy. Yeah, that's important. Just talking in generic

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terms about specific clients that you may

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have. How often are you posting?

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And you mentioned reels. Do you do stories? Do you do just

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static posts as well? I do stories, but most of my stories

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are just going to be the dog, the family, what I'm doing outside

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of health insurance. I do mostly

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reels. I do some static posts. Really? I was

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listening to Jade Francesca, the interview that

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you did, and when she said the aligned marketing

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where if you have a passion for the content, then

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you don't have to do it as frequently. Right. Because your passion comes

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through. And I didn't realize that's what I was doing. That's

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exactly what I do, because when I set myself on a

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schedule, I really struggle to maintain it unless I have things happening

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that are relatable that I can post. So I've taken a short break

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on Instagram. I haven't posted in a week or two, but I try

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to do at least one to two reels a week. And sometimes

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I make it, sometimes I don't. But I do

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make sure that the content that I post is educational.

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And it's usually stuff that's evergreen. So it doesn't matter what time of year you

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see it, you can look back through it and learn something. I'm

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curious, do you find that people will reach out to you through instagram

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on the direct message? Tell us a little about that. It

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almost always happens when someone's looking for insurance or

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they have a billing question or something that they don't understand on their

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policy. People will reach out to me in a direct message.

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I have had people just go straight to my booking page and book time

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to talk to me about issues if they think it's going to take longer.

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And I love that. I love that they're comfortable enough to reach out to

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someone they may not know personally, but they're getting to know me and

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my style through the way I post and the information that I

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post. Sometimes people will ask questions in the

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comments just very plainly, and ask questions that

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are more direct that don't take as long to answer. Yeah, I've noticed that

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those that have longer questions, they do. They go straight to the booking page

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and book time. Interesting. Okay, and that

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booking page then, is part of your "Information in the

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Bio" section up there on your Instagram profile? Yes, it

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is. Okay, that's good to hear that people are relating

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to you. You're building that relationship. You don't know how long somebody might have been

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looking at your post. I call it lurking. Looking

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and lurking. And then something happens and then they reach out

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because I hear from a lot of people that they don't think that their

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social media strategy is working. Nobody and

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that's an exaggerated term, nobody ever

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engages. And I just got an email from another marketer

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who was talking about how someone had actually been in her world for

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five years, never commented on any social media post,

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never had engaged on social media, never had responded to

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an email, and all of a sudden decided, I want to sign up as a

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one on one client. I believe it. You just don't

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know. You don't! And especially when it comes to something like this, where

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they may not need to do anything with it until

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a specific time of year or until there's a life

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transition that they're having to make. Maybe they're getting divorced or they're getting

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married or they're having kids. That's when people reach out.

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They don't feel the need, and I'm okay with

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that. As long as they're getting the education and they

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stay. People follow and they stay. The views are

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there, the engagement is there, but they don't necessarily, they're not

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reaching out until they need it. Very interesting. So just do the

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activity, let go of the outcome. Keep doing it,

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tweak it here, tweak it there if you want, but don't just

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give up on a strategy. If you've got a content playground where, as you mentioned

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before, the aligned marketing that Jade Francesca talked about in

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episode 23, that you do

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it because you've got a passion for it and just keep doing

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it because people do appreciate it. Like you said, they're

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lurking and they're looking and they may be taking action in their own

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lives. If they have a health insurance policy through their workplace, they may be

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learning something that they're able to use and then save money. And I love

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that for them. If that's the case. I realize

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that not everyone will come to me, but I don't want

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everyone because I'm mostly working with

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those solopreneurs and business owners, so

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I can appreciate the lurkers I want them to

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learn. Sounds like a great mission. You mentioned a while

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back about hating health insurance being universal.

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You're trying to actually change that, it sounds

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like. I think there's always going to be some hate. I'm not going

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to lie, because the costs are outrageous and they don't cover

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enough sometimes. So there will always be some hate. I

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really do believe that people can, if they

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learn how healthcare works and the whole system, which includes

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insurance, there will be less hate and more

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empowered users. A lot of people don't even use

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their health insurance because they don't know how it works. So they're paying for something

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they're not using. Yeah, I want them to use it. I want them to

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appreciate it, and I want them to feel empowered

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to reach out if they have questions to their insurance company, to know

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the process. Yeah. An informed

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consumer is a happier consumer.

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Yes. Every time. Yeah. All right,

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we've just gone in all different directions here. And I just love how

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you're using Instagram to really make people

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hate health insurance less, to educate them.

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You mentioned a while ago about the Better Doctor Playbook. How can

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our listeners get their hands on that? From my website,

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listeners can. Which is HaylaFolden.com. From there.

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Listeners can grab that Better Doctor Playbook. And

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like I said, those are the same steps that I have been taking for

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15 years, to find doctors that are within my network and my

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insurance, the questions to ask,

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the things to consider, and just basically

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what to look for. And there are spaces to write down notes -- where you're

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going and which doctor you're looking for, and it gives you a place

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to compare several at the same time. And

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that it seems so simple. Honestly, the

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Better Doctor Playbook seems so simple, but that's

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because it is. It's just a few steps that you need to take and

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a few questions you need to ask. But it will make a big

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difference when it comes to your providers and

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appreciating your providers and then your insurance

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covering it. I think everybody's going to

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want a copy of that. So I'll make sure that link is in the show

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notes for all of our listeners. Hayla, tell us again the name

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of your website and where people can find you on Instagram.

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My website is haylafolden.com. That's Haylafolden.com.

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And

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on Instagram. I'm

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Hayla hyphen Folden. So it's at

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Hayla-Folden. And I would love to have people over there

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asking me questions and engaging and telling me their bad stories,

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too. I love to hear their 'I hate insurance' stories so that we can talk

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about why and how to improve it. And you'll

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also take some I love insurance stories too, I'll bet. Absolutely.

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If anybody has an I love insurance story. I would love to hear yeah,

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I. Would love to hear the stories about how something was covered that they didn't

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think was going to be covered. Those surprises are like,

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okay, I have a few clients that have had that happen

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already this year, so those stories are always

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appreciated. But like I said, I have to be careful about sharing those, but

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I try to encourage clients to share those. Yeah.

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Beautiful. Thank you. Once again, it's been a pleasure to have you

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here. Thank you, listeners, for tuning in another week. Remember, you've

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got content and you've got people out there who want to hear your

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content, so get your content out there. See you next

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week. Hey. Hey. My Content Creator of this

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week is Mindose. M-I-N-D-O-S-E.

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Mindose left me a review on Apple

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podcast, and I want to read this to you. Thank you so much,

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Mindose, for your review. The title is

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Actionable and Inspiring. Mindose writes, "I

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love Melissa's blend of personal insight, expertise

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episodes, as well as outside interviews to demystify

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the content chaos we business owners too often create

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for ourselves. She really makes the whole process seem

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manageable and streamlined, and I find myself tuning in

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just to hear her calming voice when I'm getting overwhelmed with or distracted

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by shiny objects on my own content creation pathway.

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Thank you, Melissa." Wow.

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Thank you so much, Mindose. I really do appreciate that. And

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I want to remind everyone listening please leave a

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thoughtful review on Apple podcast and

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you might be my Content Creator of the week when I read

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out your review. Thank you so much, Mindose. And thank you so

This blog post may contain recommendations for products, services, and events. In some cases, the links provided are affiliate links. That means that if you click on the link and then buy a product at the site recommended, you won't pay a penny more and the author may earn compensation as a thank you. You can be assured that any of the promoted products have personally been used by or researched by the author for you and found to be high quality before being recommended. 

About the author

Dr. Melissa Brown's career journey has always had an element of teaching. After retirement from clinical pediatric practice, Dr. Brown has taught and mentored as a healthy lifestyle coach, author, and speaker. She currently teaches solopreneurs and coaches how to stop being the world's best-kept secret. Her mission is to help you: Create great content. Impact people. Change the world.

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