How do you build brand trust when your audience isn’t even sure your founder is real?

In this episode, host Trevor Grimes sits down with Hannah Green, the internal marketing lead behind Patient Care Marketing Pros and Nick the Marketer, to unpack what it really takes to grow authentic, long-game content in a niche industry like urgent care.

Hannah shares what’s worked (a weekly podcast that clients quote in meetings), what hasn’t (an intricately folded direct mailer that got zero response), and how her team blends grassroots trust with digital presence to make clinics more findable and human. They also get real about content fatigue, internal buy-in, and why 4.7 stars beats 5.0 every time.

If you’ve ever struggled to keep showing up when no one’s clicking—or wondered how to make medical marketing not feel sterile—this one’s for you.

Hannah Green is the Internal Marketing Coordinator at Nick the Marketer and Patient Care Marketing Pros, where she leads content across social, email, podcast, and webinar channels. With a background in graphic design and a knack for getting things done even without a playbook, Hannah’s the human behind much of the brand’s approachable, personality-driven presence. She’s also the co-creator of Walk-Ins Welcome, a podcast for healthcare marketers.

• Why their “Doc in the Box” reputation still holds clinics back—and how to change that
• The one rule Hannah applies to all her content: educate, entertain, or engage
• How a hyper-targeted direct mail campaign completely flopped—and what she learned
• Why 4.7-star reviews are more trustworthy than perfect 5.0s
• The surprising power of Reddit for urgent care reputation research
• How Patient Care Marketing Pros uses content as a brand trust funnel, not a vanity metric
• What happened when their podcast listeners became their warmest leads
• The role of personal posts in building connection on LinkedIn (even if it’s just about counting dogs on a walk)

• Walk-Ins Welcome – their weekly healthcare marketing podcast
• MailChimp – used for their email newsletter
• Strava – mentioned in reference to personal walks + book recaps
• Urgent Care Association (UCA) – for community and event presence
• Alex Hormozi’s $100M Leads – referenced in a discussion on reviews and proof of concept

Low-Tech, High-Impact Account-Based Marketing

If you’re ready to trade expensive, tech-heavy account-based marketing for a repeatable, revenue-driving ABM program, check out Scrappy ABM. Led by a team of Scrappy ABM experts, they specialize in low-budget plays and programs that deliver high impact—no shiny tools required. Scrappy ABM has built account-based programs that have delivered millions in revenue, and you can build your first successful ABM program with their help.

Start with a pilot program or launch an account-based podcast. Learn more at scrappyabm.com. Let's get scrappy.

What do cashflow, content, and Krispy Kreme have in common? According to Trevor Grimes and his longtime friend Chris Brown, more than you’d think. Chris, a solutions engineer at Trovata.io, helps companies understand where their money is—literally. But in this episode, he goes beyond bank accounts and into the messy, experimental journey of making content before you have it all figured out.

Trevor and Chris reflect on their early creative projects, lessons from Alex Hormozi and Gary Vee, and why cringey content is part of the process. They break down how to balance volume with authenticity, why capturing ideas matters more than polishing them, and what it means to keep showing up—even when the algorithm doesn’t care.

Listeners will walk away with permission to create something imperfect, refine it later, and build a body of work that actually means something.

👤 Guest Bio

Chris Brown is a Solutions Engineer at Trovata.io, a cash management platform that helps companies gain visibility across multiple banks. With a background in finance and a long history of experimenting with writing, freelancing, and creative side projects, Chris shares a rare blend of practical clarity and creative courage.

📌 What We Cover

• Why “just testing it” matters more than finding your perfect why
• How Chris helps companies like Krispy Kreme manage cash across dozens of banks
• The tension between financial privacy and building trust through content
• Why writing became Chris’s go-to format for processing and sharing ideas
• How capturing your thoughts (not just publishing them) builds momentum
• The underestimated power of showing up—accent, cringe, and all
• Balancing full-time work and family life with sustainable content creation
• Why expressing yourself matters, even if it’s just 7 minutes a day

🔗 Resources Mentioned

• Trovata.io
• The Total Money Makeover by Dave Ramsey
• Gary Vaynerchuk
• Alex Hormozi
• The 4-Hour Workweek by Tim Ferriss

Low-Tech, High-Impact Account-Based Marketing

If you’re ready to trade expensive, tech-heavy account-based marketing for a repeatable, revenue-driving ABM program, check out Scrappy ABM. Led by a team of Scrappy ABM experts, they specialize in low-budget plays and programs that deliver high impact—no shiny tools required. Scrappy ABM has built account-based programs that have delivered millions in revenue, and you can build your first successful ABM program with their help.

Start with a pilot program or launch an account-based podcast. Learn more at scrappyabm.com. Let's get scrappy.

If your content feels bland or forgettable, this might be why: you're playing it safe. In this episode, Trevor Grimes sits down with Phil Pilalas, a fellow “content dork” and messaging strategist at Scrappy ABM, to talk about the one thing too many brands overlook—point of view.

Phil unpacks why content that tries to “be a friend to everyone” often ends up resonating with no one. He shares how safe messaging erodes brand voice, why marketers must fight to keep the founder’s original intent intact, and how to translate brain dumps from subject matter experts into content that actually says something.

Whether you're building a brand guide or trying to write one strong LinkedIn post, this conversation reminds us that meaningful content starts with a clear perspective—and the courage to stick to it.

👤 Guest Bio

Phil Pilalas is a messaging and content strategist at Scrappy ABM. He helps companies say important things to important people—by turning subject matter expertise into clear, compelling content. With a background in broadcast communications and leadership roles in marketing, Phil’s known for distilling messy brain dumps into tight, audience-ready narratives.

📌 What We Cover

• Why content needs a clear point of view to matter
• How trying to “stay safe” waters down your message
• What to ask when building a brand voice (that actually reflects your brand)
• How to distill hours of SME talk into a week’s worth of content
• The role of the CEO’s voice in brand communication
• Why marketers need face time with product and sales teams
• How to validate your tone with real customer language
• What “dying on the wrong hill” looks like for content distribution

🔗 Resources Mentioned

• Simon Sinek – Start With Why
• LinkedIn (as a key content platform)
• TikTok, YouTube – as examples of finding the right hill for your content
• “Brand archetypes” (mentioned, not followed)

Low-Tech, High-Impact Account-Based Marketing

If you’re ready to trade expensive, tech-heavy account-based marketing for a repeatable, revenue-driving ABM program, check out Scrappy ABM. Led by a team of Scrappy ABM experts, they specialize in low-budget plays and programs that deliver high impact—no shiny tools required. Scrappy ABM has built account-based programs that have delivered millions in revenue, and you can build your first successful ABM program with their help.

Start with a pilot program or launch an account-based podcast. Learn more at scrappyabm.com. Let's get scrappy.