Episode Summary
Zed Williamson didn’t set out to build a marketing agency. His journey started in radio, took a sharp pivot through behavior science, and landed in an unlikely niche. TrackableMed isn’t just another healthcare marketing firm; it’s a behavior change engine designed to help patients take action, empower doctors, and challenge the broken status quo of modern medicine. Listen in if you’re interested in how an agency can deliver life-changing results and do it without caring about the industry’s standard accolades.
Episode Highlights:
- Why marketing in medicine is a moral obligation at TrackableMed, not just a business strategy.
- The moment Zed realized his “brilliant” radio campaign was a total miss (and how it sparked a deep dive into neuroscience).
- How applying behavior science led to a 250% increase in medical device sales for a major client.
- Why TrackableMed built its own call center to protect patient experience (and eliminate the “Agnes” effect).
- How COVID forced the agency to pivot and the surprising long-term consequence of not reassessing short-term solutions.
Agency Info
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Company: TrackableMed
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Guest: Zed Williamson
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Year Started: 2011
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Employees: 26-50
Have strong opinions, but hold them lightly.
Zed Williamson
Key Takeaways
Behavior Change Begins with Neuroscience
Zed credits the agency’s impact to a deep understanding of how the brain actually works. From patient messaging to doctor behavior, everything TrackableMed creates is rooted in science.This mindset reshaped not only their creative work but also their sales process and client communication strategy. Understanding the emotional and cognitive triggers that drive human decisions has become their secret weapon.
Avoid the Curse of Knowledge
A pivotal moment in Zed’s life came when his girlfriend (now wife) ignored one of his carefully crafted radio ads. That experience helped him realize something critical: Just because something is clever or creative doesn’t mean it works.“If the audience doesn’t care, it doesn’t matter how well-produced it is.” This insight fueled his obsession with cutting through noise and focusing solely on what moves people to act.
Fix the Broken Patient Journey
TrackableMed went further than most, building an in-house call center to address one of healthcare’s biggest bottlenecks: the front desk. “We don’t advertise patients, we awaken them.” From mismatched expectations to phone calls dropped by disengaged office staff, Zed explains why aligning every touchpoint with the message is vital for patient action…and agency success.
Mission Over Margin
TrackableMed is unapologetically mission-first. Zed believes in helping practices stay independent, patients discover better options, and employees grow personally and professionally. “It’s our moral obligation to show people they don’t have to live the way they’re living.” This sense of purpose influences everything from internal culture to client relationships.
Incentivized Learning
One unique feature of TrackableMed? They pay team members $50 per book to encourage learning. Some agents have earned over $5,000 just by reading and applying what they learn.
Show Notes
Zed’s recommended starter list for anyone wanting to master behavior science includes:
Made to Stick by Chip and Dan Heath
Predictably Irrational by Dan Ariely
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