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.

👤 Guest Bio

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.

📌 What We Cover

• 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)

🔗 Resources Mentioned

• 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

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.