Rand Fishkin

Founder/Wizard of Moz

SparkToro CEO. Author of Lost & Founder. Feminist. I love underdogs, cooking, & helping people do better marketing

I'm the cofounder and CEO of three companies: SparkToro, software that makes audience research accessible to everyone, indie game maker Snackbar Studio, and the vastly superior alternative to Google Alerts: Alertmouse. I'm also the author of Lost and Founder: (2018), prev founded & led Moz (2001-17) and am a frequent keynote speaker on marketing and entrepreneurship topics. But, I'm probably best known as the amateur chef husband of renowned author, Geraldine DeRuiter.

Cofounder & CEO

I co-founded SparkToro (with Casey Henry) to enable high quality audience research for marketers, PR folks, entrepreneurs, and product builders without the need for expensive, time-consuming, inaccurate surveys or impossible-to-scale manual research.

NEW research: https://lnkd.in/gY7nVmC4

Search happens everywhere. Not just Google, ChatGPT, and Bing. Our latest project with Datos, A Semrush Company analyzed search on 41 major websites via their desktop panel and found that if you broaden the definition of search, Google is 73%, not 90%+. And ChatGPT is 3.2%, well behind several players rarely mentioned in the conversation.

And, if billions of searches are taking place on dozens of sites, not just "traditional" and "AI tools," maybe SEO should be bigger than those two categories as well ¯\_(ツ)_/¯

Cofounder of SparkToro, Alertmouse, & Snackbar Studio. Author of Lost & Founder. Feminist. I love underdogs, cooking, & helping people do better marketing

Datos: ChatGPT is ~3% of desktop web search
SimilarWeb: ChatGPT is ~3% of desktop + mobile search
New report (that went viral on LinkedIn): ChatGPT is A WHOPPING 20%+ of search!

There's no honor in assuming you're right and they're wrong without investigation. So... I investigated 🕵️‍♀️👇

p.s. Simon Kemp noted below that I made an error in my video - using the US mobile app numbers rather than global ones from Similarweb. The other inaccuracies pointed out still stand, but this was a mistake on my part and I apologize.

HealthX Group

The HealthX Group is a Phoenix-based healthcare consulting agency specializing in helping providers drive growth: identify revenue opportunities, create value, increase profitability, optimize systems and processes, innovate to improve patient engagement and outcomes, and differentiate through CX/PX tech enablement and customer-centric marketing. 

As a collaborative group of CX/PX experts, we blend 'day one' customer-focused strategies, tools and tactics with the best practices to produce immediate ROI. We work with physician owned groups and aligned healthcare providers in a variety of segments including Medical Groups, Specialists, Hospital Systems, Post Acute, Home Health and Virtual Care.

Core Services: Consulting & Fractional Leadership • Technology Solutions & Implementation • Marketing & Advertising

Founding Partner | Principal Consultant

CREATIVE REFINERY LLC

Marketing strategies, ghostwriting, and consulting services to help self-published authors (thought leaders, healthcare professionals, novelists, etc.) navigate the publishing process and prioritize their efforts to successfully launch and promote their book.

Key Services: Marketing | Ghostwriting | Publishing

Author | Ghostwriter 

Healthcare Outcomes Performance Co. (HOPCo)

Fractional leadership and transformation engagement with HOPCo, an emerging Orthopedic MSO. Brought in to manage teams and turnaround three critical initiatives at risk––including new websites for The CORE Institute and Northern Arizona Orthopeadics, and a new HOPCo Intranet. Structurally implemented new processes and workflows to stabilize the marketing department for scalable readiness under the MSO model. Additional accomplishments: 

• Managed teams in multiple markets to successfully achieve inbound referral goals.
• Reconfigured digital marketing strategies with a metric driven focus to increase appts. by 10%.
• Led the PR team with 113 features in news media and publications across multiple markets.
• Developed a channel specific social media strategy to improve reputation and online engagement.
• Directed the marketing plan for the first MSO customer in Florida [JAX].

Sr. Director of Marketing & Strategy

Nobility Management

Transformational re-brand and new venture launch with a healthcare MSO. In a strategically phased, two year approach, I successfully boosted the in-network referrals of an aligned group of multi-specialty clinics prior to acquisition [Nobility Healthcare] and concurrently launched the Modern Vascular brand. Reported to the CEO while managing teams for both organizations, and responsible for developing outbound/inbound lead generation and conversion tactics for new patient growth. Strategic initiatives:

• Rebranded Nobility Healthcare and led centralized marketing for 23 aligned clinics in multiple markets.
• Increased new patient volume by an average of 12% across all Nobility Healthcare clinics.
• Recruited and managed team(s) in multiple markets, and surpassed all quarterly referral goals.
• Branded and launched Modern Vascular: revenue growth from startup to $30MM in two years.
• Integrated/customized a new Salesforce account, new SaaS apps, and EMR-to-CRM data tracking.
• Implemented a fully integrated strategy for a clinical franchise business model.

The Result:  Nobility Healthcare was acquired in the Fall of 2018, and I remained on through December to facilitate the transition of digital assets and workflows. Modern Vascular also launched in 2018 and has grown to over a dozen clinics across the country. The framework I developed help the brand replicate and scale from everything to digital assets, signage, and localized campaigns.

Executive Director | Marketing & Communications

HonorHealth

Recruited to lead the digital strategy for HonorHealth––and launch a new $BB dollar health system and joint venture between John C Lincoln and Scottsdale Healthcare in nine months. 

Directed all project logistics related to the new website launch and digital support systems. Worked in partnership with 24 departments, internal stakeholders, two foundations, and 18 vendors during the brand launch process.

Delivered a UX/UI solution with a new website that was strategically focused on delivering a personalized [mobile] patient experience, and executed a seamless transition during the change. Summary of tasks:
 
• Systems and performance audit of vendors, CRMs, and SaaS across two legacy organizations.
• Scoped and managed $1.5MM marketing budget for all projects, programs and campaigns. 
• Managed 3 direct reports, multiple vendors and agencies, and all network digital processes.
• Executed a ‘mobile first’ product road map for the new website and all consumer facing apps.
• Integrated all new content and branded messaging for 38 service lines and specialities 
• Researched and delivered a new mix of SEO/SEM, social media and content driven marketing tactics.
• Developed and implemented a new Reputation Management strategy for all 70 locations.

The Result: The successful launch of HonorHealth (Mar/2015), with a fully integrated marketing strategy and all digital marketing channels outperforming both legacy websites combined. We also increased new patient conversions by 18.5% in less than a year.

Network Director | Digital Marketing

Meltmedia

Strategic leader of new business solutions with a digital marketing and software development agency. Responsible for diversifying the portfolio of new accounts and custom software development projects. 

The Result: Delivered $1.8MM in new client growth with Tyson Foods, Valeant and HonorHealth.

Director of Business Development

Public Marketspace

Consulting engagement to lead product development and raise capital for a tech startup and eCommerce platform for community markets. Elevated to Interim CEO to direct the [MVP] beta launch, manage teams, and successfully position product assets for exit.

Interim Chief Executive Officer

QUANGO Inc.

Strategic leader of the account services group for a digital marketing agency and responsible for managing internal teams, supporting key clients, and growing the new business pipeline. Increased sales by 28% prior to the recession, and the agency has since shifted its business model.

VP Business Development

Iridio, an RR Donnelley Company

Sales leader for Iridio (an RR Donnelley Company) and the Premedia Platform –– Commercial Photography & Digital Asset Management Solutions for eCommerce 

• Increased company sales 50% in new business my first year ($4.2MM dollars).
• Relocated to Portland, OR to lead market expansion strategy.
• Enabled the launch a new photo studio with a creative and production team of 20+ people.
• Complete book of business with new customers totaled $8MM in annual sales –– client list included Fred Meyer / Kroger, Nike, COSTCO and Columbia Sportswear.

Senior Sales Representative

HotMedia

Developed B2B sales strategies for early online advertising (display and banner ads). Grew sales revenue by $1.2MM in first year. Also managed projects for media production, image retouch, and pre-press services.

Hotmedia was a Seattle based technology startup in the late 90s.  We grew organically through new business and sales revenue, and we were on the leading edge of what would become standard for PPC online advertising in the digital marketing mix.

Sales & Marketing Director

Strategic Innovator • Problem Solver • Value Creator • Growth Driver

Nathan is a people-oriented leader with a broad range of experience in driving growth and guiding transformations from strategy to results. 

Highly skilled at turnarounds and delivering on real-time expectations, Nathan has consistently led teams, managed change, created value, and helped companies successfully achieve their goals.

As a fractional marketing and business development consultant with the HealthX Group, Nathan has effectively leveraged his experience as a game changer with global brands and tech startups –– to applying proven customer focused strategies in the compassionate but heavily regulated industry of healthcare and health tech.

Recognized for his work in branding and service-centric culture development, Nathan is inspiring healthcare providers to adopt the philosophy of creating ‘customers for life’ with an ambitious sense of purpose to make access to quality care less complicated, irreplaceable, and more engaging to promote preventive health and influence consumer behaviors.

Nathan has served in various roles to oversee innovation implementation, and his experience from both sides of the decision-making desk –– as an external agency providing services and software solutions, to managing internal teams and strategic initiatives –– has helped many healthcare providers manage systems and processes from procurement to consolidation, and effective utilization.      

Learn more and start a conversation: healthxgroup.com 

Nathan is also an award winning novelist, and he provides ghostwriting services for thought leaders with a story to tell. In the community, he is actively engaged in outreach and mentoring Native American youth as a member of the Urban Indian Coalition of Arizona.

Professional Background: B2B Sales, Marketing Strategy & Delivery, Branding, Digital Marketing, Project Management, Turnarounds, Startups, Customer Engagement, Content Strategy, Omnichannel Media, Market Research, Acquisition Integration, Innovation & Automation, Audience Segmentation, and Performance Analytics.

* Proud Member of the Iowa Tribe of Kansas & Nebraska
** Honorable Veteran, United States Navy

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