What if you could fill your medical practice with exactly the right patients—the ones who need your specific expertise, bring you the most revenue, and achieve the best outcomes? In this eye-opening conversation with Seth Turnoff, founder of CMM, we discover how data-driven patient acquisition is revolutionizing healthcare marketing.

Seth takes us behind the curtain of his unique approach that combines demographic data (age, location, income) with psychographic insights (online behavior, app usage, purchase patterns) to target patients with laser precision. Unlike traditional marketing that casts wide nets hoping to catch anyone, CMM helps practices identify and connect with patients who truly need their services—like finding people over 50 who've recently purchased knee braces and use fitness apps to market joint replacement services.

The conversation shifts from Seth's fascinating journey (from rock drummer and music venue owner to healthcare marketing innovator) to practical insights about content creation. With over 1,210 consecutive days of LinkedIn content, Seth shares his structured approach to building an audience of ideal prospects—Monday maps showing potential patient populations, weekday educational content, and "Feral Fridays" that showcase his personality.

What makes this discussion particularly valuable is Seth's authenticity about marketing healthcare services. "Patients aren't looking for the solution," he explains. "They're looking for confidence." This perspective transforms how we think about connecting with patients, focusing on outcomes they desire rather than procedures we offer.

Whether you're a healthcare provider frustrated with marketing that doesn't deliver or a content creator looking to build a more engaged audience, this episode delivers actionable strategies for meaningful growth. Listen now to discover how data-driven marketing can transform your practice and connect you with the patients who need you most.

Personal branding has never been more important than it is today, with statistics showing it directly impacts trust, job opportunities, and conversion rates.

• 82% of people are more likely to trust companies whose leadership is active on social media
• Professionals with strong personal brands get 10x more job opportunities and can earn up to 25% more
• 76% of B2B buyers prefer engaging with salespeople who have established personal brands
• Content from personal accounts converts at 7x the rate of company page content
• Companies empowering employees to develop their own voices perform better than those using traditional marketing
• One good post can lead to direct messages, podcast invitations, job offers, speaking engagements, and investor interest
• AI tools ($10-20/month) now allow individuals to create content previously requiring expensive contractors
• LinkedIn co-founder Reid Hoffman predicts traditional 9-to-5 jobs could disappear by 2034
• Algorithms increasingly reward authentic, human content as AI-generated material proliferates
• The most supportive platform to start building your personal brand is LinkedIn

Join us at our Content Crib event in October where participants will create their own AI agents to enhance their personal brands while saving time.

In this episode of the Content Crib podcast we share our crazy travel stories, a wedding, and lots of tips and tricks. Thanks for listening!

In Episode 5 of the Content Crib Podcast, we sit down for a candid, conversational discussion with Preston Alexander, a seasoned healthcare entrepreneur and content creator. Preston shares firsthand insights into the most challenging aspects of today’s healthcare system and introduces his exciting new endeavor aimed at transforming that landscape. The tone is informal and engaging as we explore how Preston’s journey – from managing massive healthcare portfolios to launching his own startup – has shaped his mission to make healthcare better for everyone.

Preston Alexander brings a wealth of experience in healthcare and a passion for change. He spent over a decade in leadership roles at global healthcare companies, where he managed more than $100 million in business and gained a deep understanding of how large hospital systems operate. He eventually left the corporate world to found a medical device company (One Degree Medical), which he successfully grew and sold before turning his focus to helping others innovate in healthcare. Today, Preston serves as an advisor and consultant to healthcare companies of all stages, driven by a passion for creating a more affordable, accessible, and equitable healthcare system.

Aside from building businesses, Preston is also an accomplished writer who has chronicled the business of healthcare through his popular newsletter The Healthcare Breakdown. He writes extensively about health systems and financial fundamentals, breaking down complex industry topics into no-nonsense insights that equip clinicians and entrepreneurs to enter the business side of medicine. This content-driven approach has become a cornerstone of his new endeavor. The Healthcare Breakdown has already attracted over 11,000 subscribers – a testament to the impact of Preston’s content. Industry peers have even praised it as “a great digest of the healthcare business”. By openly sharing his knowledge and stories, Preston has built a dedicated community around healthcare innovation, which in turn fuels his business mission.

In This Episode

• From Corporate Leader to Founder: We discuss Preston’s personal journey, including his leap from being a product manager in a global firm to becoming a startup founder. He shares lessons learned in building One Degree Medical and the experience of successfully exiting his company, along with how that experience reshaped his perspective on innovation in healthcare.
• A New Endeavor for Change: Preston introduces his latest venture – an initiative born from his desire to help clinicians and health entrepreneurs “take back” the business of healthcare. After selling his startup, he’s now focused on empowering others to launch and grow solutions that make care better. He often says his goal is to help clinicians get into business so they can take back healthcare, highlighting his commitment to clinician-led change.
• Content Creation as a Catalyst: A major theme is how Preston’s talent for content creation has amplified his impact. He reveals how writing and sharing weekly breakdowns of the healthcare industry not only educated his audience but also sharpened his own expertise. By building a platform through his writing, Preston has enhanced his credibility and opened new doors for collaboration. The success of The Healthcare Breakdown – with thousands of readers and growing – illustrates how quality content can drive business growth and community-building.

A Long Way from Las Vegas

In this episode, we take a hilarious trip down memory lane – all the way back to Content Crib 1.0, our very first in-person meeting in a Las Vegas desert mansion. The location was sketchy to say the least – we’re talking questionable neighborhood and even bullet holes in the wall (seriously). Sure, the house had its quirks, but it’s where the magic began. We had a ragtag crew of content creators brainstorming big ideas amidst the chaos (and yes, possibly some bullet casings). Did someone say lasagna? Our guest Joseph still swears “the lasagna was great!” despite the Wild West decor.

Even in that unconventional beginning, our mission was clear: figure out how to “turn content into trust, attention into opportunity”. Basically, we wanted to create content that actually works – content that builds digital trust and opens real doors. Fast forward three years, and look at us now: we’ve gone from swapping ideas on a dusty Vegas patio to broadcasting insights worldwide on the Content Crib Podcast.

• Then (Circa 1.0): A handful of dreamers huddled in a desert mansion, exchanging content tips under a ceiling that may or may not have had extra “ventilation” holes. It was informal, a little crazy, but full of heart (and carbs – did we mention the lasagna? ).
• Now (Podcast Era): A growing community tuning in from anywhere and everywhere. No sketchy mansion needed – just your headphones and an open mind. We’ve replaced bullet holes with bullet points and bring that same creative energy to help you create content gold.

Meet Joseph Miller – The "Godfather of Influence"

For our first official guest ever, we pulled out the big guns (pun intended) and invited Joseph Miller to the crib. Joseph is one of the OG members who was right there with us in the Vegas days, so who better to help highlight how far we’ve come? He’s an Influence and Persuasion specialist by trade – the kind of guy who lives and breathes the art of getting people to pay attention. In fact, as he likes to remind us, “you can’t sell until you have attention” – and boy, does he know how to get it.

Nicknamed the Godfather of Influence, Joseph has been mentoring and inspiring our content crew from day one. (Picture a friendly godfather, offering content advice instead of, you know, “offers you can’t refuse.”) He’s seen the Content Crib evolve from a zany idea in a bullet-pocked house to a full-blown movement. In this episode, Joseph brings decades of sales and persuasion experience to the table, along with a suitcase full of stories from that first meetup (if those walls could talk, huh?). Expect to hear Joseph’s take on building influence in the digital age – how to grab attention, earn trust, and maybe even what he learned from dodging metaphorical bullets in those early days. His journey from a personalized video outreach junkie to seasoned mentor is nothing short of legendary, and he’s sharing the wisdom he’s picked up along the way.

Chill Vibes, Big Takeaways

True to Content Crib style, this conversation is chill, witty, and packed with value. We’ve always believed in having fun while helping others, and this episode is the perfect example. Chris and Eric keep the tone light – there’s plenty of laughter, good-natured ribbing, and maybe even a ridiculous Vegas anecdote or two – but we also dive deep into actionable insights. By the end of the episode, you’ll feel like you were right there in that mansion with us (minus the danger), and you’ll walk away with ideas to apply to your own content journey.

In this episode we share our life stories and how they effected what we are doing now. We cover the early years, to the drinking years, to the sober years and lots of other things. Thanks for listening!

In this episode of the Content Crib podcast Chris and Eric discuss the happenings in the world today and solve world hunger. No, actually we just share our feelings on everything and anything. Thanks for listening!

Episode 1 — Welcome to the Crib

In the very first episode of the Content Crib Podcast, Eric I. Anderson and Chris Grosse dive headfirst into the chaotic, creative, and sometimes comically confusing world of content.

Expect hot takes, unpopular opinions, and the kind of advice you wish your marketing professor gave you.

We talk:

• Personal branding (and why yours might suck)
• Content creation (without losing your soul to the algorithm)
• Building a brand that actually means something
• And whatever else pops into our heads when the caffeine kicks in

If you're a healthcare entrepreneur, MedTech marketer, or just someone who knows they should post but keeps overthinking the caption…
This is your new favorite podcast.

Welcome to the crib. Shoes off. Ideas on.