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How AI Shapes Medical Scribe Content Strategy | Norm Schrager of DeepScribe | The Brainiac Blueprint

  • Acy Rodriguez
  • Mar 1
  • 33 min read

In this episode of The Brainiac Blueprint, we sit down with Norm Schrager, Director of Content at DeepScribe, to explore how AI is reshaping content creation in healthcare - from clinical storytelling to educating audiences about ambient AI.


Norm shares how DeepScribe uses AI-powered medical scribe technology to give clinicians back hours each week, reduce burnout, and restore the moment of care between doctor and patient. He breaks down his approach to content in a highly technical, highly regulated industry - from thought leadership to customer stories to turning clinician insights into high-value, high-trust content.


We also talk about the realities of AI adoption in healthcare, the limits and strengths of LLMs, why prompting is the new research skill, and how content teams can stay fast, accurate, and empathetic.


Full transcript below.


🎧 Watch or listen to The Brainiac Blueprint Podcast:


⏱ In this episode, we discuss: 

00:00 – “I think AI is…”

00:18 – Welcome & intro

00:43 – Norm’s background: TV → copywriting → health tech

02:34 – What DeepScribe is & how ambient AI works

04:14 – Oncology focus & the importance of the “moment of care”

05:58 – AI as a learning tool + prompt strategy

08:02 – Using custom GPTs for proofreading & workflow

10:05 – Content channels DeepScribe focuses on

12:10 – Podcast strategy & turning episodes into thought leadership

18:49 – Highlighting engineers, clinicians & internal teams

21:20 – Customer stories & clinician interviews

23:03 – Balancing jargon vs. clarity in healthcare content

25:11 – Learning complex medical topics (and validating with AI)

29:45 – Storytelling principles that still hold true

35:02 – Using emotion in healthcare content (burnout, FOMO, hope)

38:37 – Change management & AI adoption in clinical settings

42:08 – Measuring content impact & engagement

44:58 – Partnering with sales for messaging

46:51 – Volume, repetition & staying visible

49:04 – Rapid-fire questions

54:24 – Advice for new content creators in healthcare

57:07 – Outro


🔗 Norm Schrager


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Episode Full Transcript:


Kyle: All right, welcome back to another episode of the Brainiac Blueprint, where we discuss the intersection of AI and how it impacts business and the world around us with our esteemed guests. I'm Kyle Lambert, your host and founder of Left Brain AI, as well as Action Hero Marketing.


In today's episode, we're going to discuss content creation for a medical scribe organization. With that being said, today's Brainiac is Norm Schrager. Welcome to the show, Norm.


Norm: Thanks, Kyle. I'm happy to join you today.


Kyle: Awesome. Looking forward. As a marketer, I always love a good marketing and content discussion, so I'm looking forward to this. So you are the director of content at DeepScribe. Again, it's a medical scribe solution. So if you don't mind, tell everybody who you are, your background, and jump in a little bit to your role, and we'll talk about DeepScribe and all that good stuff.


Norm: Sounds great. As you said, my name's Norm Schrager. I started out in television for the first decade or so that I was working. So I've been, even from then to now, I've been content all the way. I was in TV programming, I did some editing, did some production.


And then made the switch to a web agency when that was a super hot thing to do for the first time. And through that, I became a copywriter and I joined copy teams for brands rather than end up at an agency. And that's where real content generation and content development started.


I was, to throw some names around, I was at Atari, which everybody just loves that reference. But I made most of my hay at Bose, and I was there on the online team doing content for about five or six years, and then got a call, Athena Health, the EHR and billing and patient comms company was recruiting for the first sizable content team.


And that really got me into healthcare tech. And about three or four healthcare companies later, I am with DeepScribe and loving it. DeepScribe is, as you said, it's AI scribe or what we call ambient AI technology.


So for anyone who's not up on that, you will usually walk into your doctor's office and he or she may find the need to take notes on their computer while they're talking to you or even jotting them down on Post-its and hoping to remember everything that went down later when they actually have to fill out your chart.


Ambient AI technology uses an app where the conversation is being recorded. So your doctor is looking at you, Kyle, just as you and I are right now. And then the AI will translate that into a clinical, what's called a soap note, a clinical note that is official for the chart. And it cuts hours of time each week for really every provider that uses it. And they can really focus in on what we call that moment of care. So patients love it too.


Kyle: That's incredible. Anytime you can increase your service level, especially for something that's so fear-based like healthcare, I think you're going to see all kinds of returns and satisfaction and everything that you really want as an organization.


Norm: Yeah, we talk about the return to the care delivery or the return to time, things that I think to a person, every healthcare provider needs. They got into the business, went to medical school so they could care for people. And as administrative toils pull them away from that, we think of it as a return. Now you're back to that moment, eye to eye.


And one of the things I'm super proud of is that DeepScribe puts a very concerted emphasis on oncology. And there is no, from both a professional and personal standpoint, there's no probably no more important conversation between doctor and patient or doctor and patient's family.


So I take a lot of pride in that. And on a personal level, my mom who just passed by her last appointment with her oncologist, he had just started using DeepScribe and she would ask him, are you using it yet? And her last visit, he held up his iPhone and said, I'm using it right now.


Kyle: I'm glad she got that moment. I'm sorry for your loss. I know that it's tough, but I think you're 100% right. If anybody's known anybody, I've had people in my family dealing with cancer. It's not your standard go into the office and get medicine prescribed to you. You're almost like friends for life with your oncologist. You're dealing with them forever.


Norm: You can be. And so the fact that we've chosen that focus philosophically, professionally, and knowing that we excel in being able to deliver an AI model that understands something that complicated is really great.


Kyle: Totally agree. All right. So we have a lot of stuff to jump into. Before we do, as I told you, I wanted you to finish the prompt, I think AI is. So I'm going to pass it on to you.


Norm: An incredible learning tool. I think when used properly. Does every guest you have preface it with when used properly, when used safely, when used with a head on your shoulders? There are things I'm learning today through AI models that I've come to trust or that I've come to put a lot of information into. I'm talking outside of work and I find that I'm getting smarter by using it in smart ways.


Kyle: Absolutely. The garbage in, garbage out has been a motif for sure. A lot of people realize it or don't realize it, unfortunately. But the guests that I've been talking to are very familiar with that. And I always say, if you're going to start playing around, first step is just figure out how to prompt, learn how to do a good prompt, and then you're going to be able to start going from there, learning things, experimenting, all that kind of stuff. But the prompt is step one, get that figured out.


Norm: Yeah, it has become a new mode of research. When we went to school, whether it was pre-internet or early to mid period of time in the internet, you learned how to research. And I remember that even my senior year in high school, that being a very focal point of our English teacher.


And I think this brings another element of how to research. If you've got a flat prompt and you take whatever gets kicked back to you as gospel, you're not using it. It's like you're not finding all the volumes of the encyclopedia 50 years ago or something like that.


I actually had, I built my own little proofreading GPT that I love using as a writer and content person. It's another set of eyes without having to take the time on someone on my team. And I pointed out today, you just contradicted yourself between versions. We missed something in the first version. Okay. At least I am your set of eyes now. And I think it's a very minor example of getting a contribution, but also having to keep an eye on it as well.


Kyle: That's interesting. So can you elaborate on that? So you have this custom proofreading GPT, is this, through maybe it's another GPT or just through your processes, you create content and then you upload it to that and say, where are there grammatical errors? Where's their inaccuracies? Is that what the use case is?


Norm: Yeah. And it comes from working on small but mighty teams. In the past situations, maybe I had a team of five or a team of six. Hey, does anybody want to double proof this? And I think fast moving teams, whether it be for size or for volume or output, it's lovely to have a pretty advanced LLM doing the work for you and understanding what proofreading is and understanding AP style guide and understanding Chicago style and just kind of forming it to what I want, which in that particular instance might be everything you just said.


Give me grammatical, show me where grammatical problems are. Show me if I've missed anything in misspelling, anything that could be a little tighter, something that a person would have told me. But now I'm getting to do that in a very time saving way for other people on my team.


Kyle: Have you had to iterate on it?


Norm: Yeah. Any GPT and obviously I'm using chat GPT as this example, but any sort of agent or GPT that I've put into play, I'm refining constantly.


Kyle: Very cool. I love this kind of stuff. It's interesting to see. So cool. So obviously, you do a lot of content stuff. It's great to have these GPTs empowering you from ideation and research, actually creating it proofreading. It sounds like it's kind of fully in the mix here. I'm curious, from your day to day, what channels are you focusing on the most in terms of this content that you're creating?


Norm: Yeah, for DeepScribe in particular, we focus a lot on LinkedIn. That has to do with brand visibility. That has to do with how competitive the ambient AI market is right now. And it also has to do with that's where a lot of the hospitals and health systems and even smaller medical practices are putting out their stuff.

Clearly, there's independent providers that go the TikTok route or the Instagram route. But for whom we're trying to get attention, decision makers at oncology groups is a good for instance. And we get a lot of interaction with our friends at Texas Oncology, with our friends at Ochsner Health, big systems groups that are really participating on LinkedIn.


So I'll produce and or edit videos. We'll do their slideshow carousels on LinkedIn, which tend to be high engagement, and really have them be as informational, which is the way to go, of course. Everybody should get something for free. As informational, not just about DeepScribe, although that's there, of course, because of the competitive nature of the category, but about ambient AI as well.

And that can be what we know about it and what we've learned from our customers. That can be directly from our customers. I love recruiting our happier or more engaged clinicians to jump on video with me and share what they know and share what they want to say.


We also have a podcast that's specifically for the intersection of AI and oncology. It's hosted by Matthew Ko, who's our founder and CEO. And we get a ton of thought leadership from that, a ton of video clips from that, that can be really self-contained bits of conversation, education, and of course, it's content strategy. So I'm using that also to promote the full episodes as well.


Kyle: I can't remember. I feel like you mentioned that when we originally connected. And I can't remember if I made the introduction to the gentleman that was on with me. He spoke about using AI Genialis. They do a lot of oncology work and they use AI to figure out biomarkers. I think he'd be a great conversation.


Norm: He would. Yeah, we've spoken with Dr. Sean Khozin from the CEO Roundtable on Cancer. And Dr. Khozin talked about being able to and this is where ambient AI can kind of capture this, can hear changes and inflections in a patient's voice that may indicate a biomarker or represent a biomarker or indicate a problem.


We also recently had on Dr. Debra Patt, who spoke about using, I hope I'm getting the name right, Open Evidence, which is AI research that doctors can use to really get greater insight to edge cases that they might not know offhand because they're so steeped in their own education.


And we talk about this a lot. The estimate is that the amount of clinical information out there doubles about every 73 days. So anyone who believes that your doctor can know everything, they definitely need and probably appreciate levels of clinical insight that they can go dig into or can be even surfaced to them.


Kyle: That's a wild stat. It reminds me, even if we go industry agnostic, I'm going to butcher these numbers. It's the point that I'm trying to make. I don't remember the exact numbers, but it's something like 98% of the world's data was created in the last like two or three years, right?


Norm: I thought you were going to say hours. No, I'm kidding.


Kyle: You might be right about that, honestly, because the stat that I mentioned is a couple of years old. So at this point, the speed of everything that's happening with AI, yeah, it's just doubling and tripling just almost overnight. That's super rapid.


Norm: Oh, my gosh. So, yeah, anything that can help them answer their patients' questions. Fantastic.


Kyle: So yeah, 100%. It's great that you guys have a podcast. Obviously, as a marketer, I love this podcast because it gives me content, long form, short form media, video and everything. So I'm curious as to how you take that and you morph that content into your overall strategy to get brand recognition, establish authority, everything like that.


Norm: Yeah, it's thought leadership all the way. We always want to get clinical leaders involved. Or, as we've had Larry Bilbrey from OneOncology and Tennessee Oncology, and he is on the technical innovation side. We want to be able to obviously deliver every other week that 40 to 45 minute episode.


We'll pull, and this is something I love doing, we'll pull clips from from different formats, so to speak. So I love pulling right from the show. You know, the show has a two box with Matt in one box and his guest in another. Love pulling a clip from that. Have a little section in the wrapper to be able to throw in my captions.


Again, 99% of the time we're talking LinkedIn. When we've got something that might be appropriate for our leadership section of our website, Carson, who I work with, who manages everything web related, will choose to put something on our site as well. We also will pull a single ISO shot of the guest and produce a clip from there.


In some instances, I've even done that without putting the brand wrapper on it just because it's a piece of thought leadership from someone who's a friendly in our world. It might be a partner. And if we have the opportunity, I'd like to promote a package of three or four videos over a couple of weeks that hits the most recent episode. And then we whip around and we've got the next episode ready to go.


Most of the time, I think it serves the guest and really highlights them when it's just the guest speaking. And other times love to have that back and forth with the guest and Matt within the clip as well. Trying to do clips between, I know everyone is kind of slave to that give me under 30 seconds, but I've been good 45 to 90 seconds on these.


And I think that's fine. And if the majority of viewership on LinkedIn is just going to watch the first 15 or 20 seconds, that's fine. That's just an average. There are folks who are going to watch a minute and they're probably in that clinical world and we want to talk to them anyway.


Kyle: Yeah, exactly. It'll resonate with them. And in the end, if this is, of course you're having experts on, so they have actual valuable things to say, people will stay longer, whether it's 45 seconds or go on YouTube and watch the entire thing.


Norm: Exactly, exactly. And I've learned just sort of anecdotally, you talk about the speed of information, I'm like, where did I read that? That more people are willing to keep a long YouTube episode on in the background. That's great. That's the visual equivalent of I do it all the time.


Kyle: You're my focus group of one then. I'll say it's usually more of a comedic podcast that I have on the background. But yeah, absolutely. Cool. That's awesome.


So I want to ask about your content buckets or your content strategy a little bit. So we talked about thought leadership. You're highlighting these people and the great insights and work that they're doing. What else are you thinking about?


Obviously, there's case study and maybe even testimonial. There's results driven. I'm curious if there's even value of just highlighting the organization and the employees and things like that. How have you expanded outside of just thought leadership to really show off the organization and maybe get some traction?


Norm: Yeah, I'll give you a great example. We just had pretty significant advances in the product. In fact, it was seen internally as nicknamed a 3.0 because it was the third major significant change since the founding company in 2017. So we're not calling it that externally.


So it was very product driven, is very engineering driven, is very philosophically driven. So made sure to get video interviews with three people from within the company, our head of engineering, our head of product, and Matt, our CEO. With that, them having already kind of vetted all of my messaging priorities about what these advances mean and then working on Q&A with them in advance.

Then I rolled that out as a small campaign that does two things really. I think it brings around visibility and puts a face to the effort. It's not just our CEO and founder talking. It's the people who ran the week-long hackathon or whatever it might have been to get the team really, really revved up to do the big things.


For the context, the big things have to do with really heightened personalization that doctors can opt for when producing their notes. So the notes do read and sound like them in any format that they want. And the note is cleaner, the note's more complete. That's just the context. How do we get that out there?


And I did a series, just a small campaign. Again, LinkedIn is our major channel, blog posts, summarizing and embedding the video as well. Great stuff. And yeah, got an opportunity to do five, six videos covering all three personalities, each of them giving that first person view of why this was important to them, what it should mean to the clinicians. How does it affect that clinical need, what does the chart look like, what's the experience that the clinician's gonna have. That's one example of sort of beyond the thought leadership.


Kyle: Very cool. I love those kinds of stories highlighting different people. Everybody has different reasons of their why, always varies. So it's great to get the voices out there.


Norm: Yeah. I love the multiple voices as well. The big one is something we just simply called customer stories and that covers a lot of ground. That, as you said, could be case studies, especially in ambient AI. Everyone's like, how are we measuring this? Everyone on the skeptical side. Is it hours saved? Is there ROI to it? And there is. Is it hard ROI? Is it soft ROI?


So case studies become, I won't say challenging, but boy, when you can get metrics, and then that's always been the third-party strength when you have case studies. You can't argue with the data. Love case studies. Mostly love spending 20 minutes with a provider remotely like we're doing right now. Edit clips from that. Really get to show off who they are.


My first question to a clinician is always, regardless of what we're talking about, tell me about your approach to care. What are you thinking about when you've got a patient sitting across from you? And we really want to highlight what that means in the larger sense, how they represent their own organization in that way.


And then we start getting into, okay, you've implemented AI into your day. What has that meant? How are you looking at DeepScribe? Where is it helping you?

And those are great. We put those on our site. We put those on LinkedIn. We brag about the organization that we're talking to and the doctors that we're talking to. Of the customer story initiative, that's my favorite.


Kyle: Very cool. I love that stuff. So when you're talking to these clinicians, do you ever find value—and I default to answering this question no sometimes—you can get too much jargon isn't great. But do you get super deep with these people and really technical?


Obviously, there's a difference between customer service and patient service language and actual oncology terms and jargon and stuff like that so I'm curious how deep you get into some of those and is there value in that or is it just too specific and nobody wants to really be listening to it and that's not necessarily relevant to your service it's just like we're going to show you how you can save time and give better care.


Norm: Yeah I don't think it goes too deep into the vernacular. We might mention diagnosis intelligence or a soap note or things that would just be sort of general good knowledge for healthcare documentation or healthcare technology. We don't, most of the time we don't get too in the weeds.


We've had interviews—I remember a PAC talking about very specific condition diagnoses and she was saying it as an example of well now I can take my patient over here and show it to them in the chart because DeepScribe has documented it. I don't think we've ever gotten any deeper than that. I actually had to go look up what she was talking about when I was transcribing it and captioning.


So yeah, it's usually just about what's your day like. We'll have someone talk about managing bilingual patient visits. That's about it. What the diagnosis codes you're providing are looking like for me and where that helps me out. That's about as deep as I think those 20 minute conversations get.


Kyle: That makes sense. That makes sense. So I think you made an interesting point there that you had to look up what something meant. So, I know that you are a content guy and a marketing guy. And you've throughout your career had to learn about different topics. That's one of the things that I like about marketing is just, you kind of get under the hood with a lot of different industries and products.


What is your process, especially now that you're kind of incorporating AI to do some of this research and to create things? What is your process for learning it yourself and making sure that you're validating and you're not just putting out the AI slop that everybody talks about these days?


Norm: Yeah, I mean, I'm not generating a ton of stuff with AI anyway. It's a tool, not a driver for me. I go the old route of throwing it into Google, but now getting the Gemini responses, at least you can see the source material. If you see the Gemini summary it's always got a link to the source material.


I recognize, you know, my first year at Athena Health was 2011. And after a while, you start to understand and know the names of the reputable publications, whether they be journals or whether they be industry pubs, industry mags. I'm showing my age stuff getting delivered in the mouth. But yeah, it was clearly if you've got something specific that might be clinical or oncological, you can find that.

In terms of what I've always found interesting is learning the product. So I have to give tons of credit to my time at Athena Health because I walk in. At the time, training was three weeks before you got to your desk. Three weeks. And I remember, because at the time, they were so, they took such pride in hiring people that knew how to do stuff well, and then thought, we'll teach you the healthcare and the things.


And I remember first day, first minute, okay, raise your hand if you know how a doctor gets paid in America. You know, and some of us raising our hand, some of us not raising our hand. I didn't know. And I'm like, great, let's start there. And you just get this bank of knowledge.


And then about a month later, I'm at an offsite and I asked my two bosses, how did you guys, neither of them had started in healthcare. How did you get, how? And they're rolling their eyes and going, you'll get there. Give yourself six months to start understanding things. Give yourself a year to start understanding how we do things here. And that was a huge permission to learn.


A place like that, that covered so much or covers so much billing, electronic health record system, patient communication, when I was there, they had just started with population health management tools. And so I just got that opportunity to learn so much. And places I had been since then were kind of subsets of that. So I could take what I needed.


With DeepScribe, a lot of it initially was learning how LLMs worked in general and got a chance to see some prompting scripts. And that really brings things to light. What the capacity for AI is, I didn't really understand or come in off the street knowing that.


From there, I understood documentation and EHRs from just a workable level because I had worked in that realm before as a content person. So that's the fun part, building, I think, you started to talk about it as well, building on the layers of knowledge you have to really form fit the responsibilities you have wherever you're making your contributions.


Kyle: 100%. By the way, if you hear weird squeaking in the background, my dog is asleep and making like shaking and making noises. She's dreaming of other dogs. Exactly. Yes. No, so that's some great stuff.


So I wanted to jump in a little bit more about your strategy and some of your learnings over a career of content creation. I'm curious, is there anything—you said you started in TV. Is there anything that you have found to be consistent from that, creating TV back in the day to still what you're doing today?


Norm: Yeah, I think go with what tells the story. I know it's become so cliche at this point. But, the couple of opportunities I had to maybe produce a segment in TV, but then I spent a lot of my time in programming, like scheduling and seeing, judging, getting secondary shows on the air, not the primary stuff. And when there's story, there's interest.


And I think, I was just joking with you about that. I like 45 seconds to 90 seconds. It's enough time for a story. I find the 20 second clip that I see out there to be just potentially teasing what the guest's personality maybe could be. I'm not even sure I've got a sense yet of what track the conversation is going to take if I watch this podcast.


I think you undermine your audience a little bit if you're not giving them some level of self-contained story in that minute. And I think that's something to hang your hat on if you're in content. Even if you're creating one-pager leave-behinds to be able to explain the product, more on the product marketing end, but there's still something to tell there.


I can't remember where I was reading. Like me, you probably have four or five newsletters a morning kicking in your inbox. And I was reading something today that even in the defining a benefit that solves a problem, there's a story there. And if you're setting the environment rather than describing the benefit, you've just defaulted to a story. You're in your car. It's another day of traffic. It starts to rain is a lot better than, we've got the best windshield wipers.


Kyle: 100%. You're right. It is a little bit cliche, but humans relate to that kind of stuff. Like you said, if you just use that example, instead of saying we have the best windshield wipers and starting with this started to rain, everybody's been in rain. They can start to picture the situation that they're in and then start to relate there. So this is a very broad and vague question, but I'm curious, just what does storytelling mean to you? It's again, broad, but I'm curious as to how you approach it.


Norm: I think the best are those that reveal something that the listener or watcher might not have known or might not have expected from that person. I think, that's a major element of both comedy and suspense. I wasn't expecting that.


And I'm not saying that content marketing for B2B or technology company has to aspire to be telling cinematic stories necessarily but oh that's a point of view i hadn't thought of. We're setting up to have a podcast guest within a couple of weeks who's one of the few AI delayers. I'm not, I don't know, I'm still a skeptic, I don't even use you guys. And when I mention to people that's the type of guests we're going to have on they go, that i want to hear.


That's counter to what I might have expected on your podcast, so to speak. So it could be anything. We just had on her episode, just went live this week, Dr. Diane Reedy-Lagunas, who is head of clinical oncology at Duke. And her stories, her—I'm just thinking, for instance, so firm about I will not talk to one of my patients with a computer screen in front. And the story there is just in the how she's saying that and how committed she is to, like, that's just the way it is.


And so maybe we wouldn't have been surprised by her saying that, but it's certainly interesting, and I think on that storytelling angle, the way she's saying it. So it is a broad question with a lot of potential answers, but I think you know it, you feel it. The old, tell people what you're going to show them, show it to them, tell them what they saw. I don't think we have to go that far, but it does kind of set a bit of a standard that says that this was worth showing you.


Kyle: 100 percent. Again, comes back to that value. I'm curious from your perspective when you're creating content, and I'm sure it would vary if we're talking about DeepScribe or different organizations, what do you find the most effective emotion to create? Is it fear? Is it that surprise like you mentioned? Is it maybe like FOMO people talk about? Obviously, there's the positive angles and everything. So I'm curious what you find the most effective.


Norm: I think in talking to healthcare providers, the old hearts and minds, where we're not just seeing you as a clinician, there's a great value in the time-saving benefit of ambient AI. I'll use this as a for instance, that you get to go home and we've had quotes like, thank you for saving my marriage. And, a little tongue in cheek.


We have a great interview with a nephrologist at Ochsner Health in New Orleans who says, my baby's getting picked up from daycare on time now. My wife is so happy. So there's that. It's beautiful. Yeah, it is. And I think there is a hearts and minds element to directly helping clinicians and knowing they're just going to be happier at their job when they're seeing you. And there's something to that.

I think FOMO is a big deal or at least an effective one when we've got this sort of rapid adoption of the technology, you can at least say, even you could just even imply this is happening so fast. Where are you? And, when do you try this? How willing are you to be behind the curb?


I think we did that as well. I was at PatientPop for a while, for years. And a lot of that was like if you're not going about marketing and using digital tools for your independent practice, your independent practice competing with you half a mile away is. So there was a little bit of opportunity to use FOMO there in a very real sense. No joke. Owning your own independent medical practice.


And then, of course, I think there's the you know, the blue sky opportunity. I was at Zenoti for a couple of years in Washington State, and they do amazing services for salon businesses and medical spa businesses. And the opportunity to say, you know, we've got you going into the future. Can you imagine franchising? Can you imagine location expansion? And that became very real things.


So I think it depends. Obviously, it depends on who you're talking to. I'm just giving these as a few examples. But I think with doctors, the way that, and again, this has become cliche, at least in healthcare conversations, the way that burnout is such a serious issue. It's such a serious condition right now with doctors. Statistically, there have been improvements over the last couple of years, but it's major.


I don't mean to call it cliche. It's a very repetitive conversation. And I think when you know that your audience is suffering for real, the idea of a hearts and minds kind of approach can feel a little sincere and empathetic.


Kyle: Let's expand on that because I have heard that exact point from multiple conversations that I've had. Burnout is an issue. And now we're putting more content in front of them and asking them to do more stuff and to engage with you. And I don't know if I'm putting words in the DeepScribe mouth or I saw this somewhere, but I feel like there was like the mission or the vision was to change how medicine is practiced.


So change itself is scary and stressful and things like that. So you have this burnout audience, and then you're asking them to change how they're doing things and learn some new product or tool that feels like you need to have, again, a lot of high value content, multiple touch points, very empathetic type of stuff. So just kind of curious as to how you think you overcome that change, overcome an audience that is a little bit resistant sometimes to this change. How do you think about that?


Norm: Yeah, the idea of change management really happens on the ground, and our support teams and our implementation teams are immensely good at it, and it's definitely a source of pride. And it's the idea that this is easier than you think. There's change management involved in terms of this much will change, you are no longer doing this.


Get yourself used to looking at the result and signing off on it or making whatever adjustment you need to. No doubt there's a bit of a workflow modification, but the usability is so easy. And I mean, I can say that about us, and I'm sure other ambient AI companies are saying the same.


The benefit on the other end is almost immeasurable in terms of comparing to how little time it will take you to get started. You know, I think, not on the clinician end, I don't expect like multiple touches. We keep it pretty lean. If they want to continue watching videos on our feed or enjoying our podcast or asking the questions, there's not a real—and to my point, and the content marketing end at least, there's not a whole bunch of drilling down.


At this point, I think people know what an AI scribe does. In fact, I've seen a couple of publications refer to it as ubiquitous. So that helps me know that I don't have to do this much education anymore. I can go down to here and start talking about AI scribes because you already know what one is.


So I mean, I look at it that way, go right to the heart of what's in it for you. And if the what's in it for you doesn't hold a lot of value right now, then we're not going to have a second touch. But it seems to be pretty universally accepted right now. I think it was about a year ago, there was an analyst report that said this will be fully saturated within two to five years.


Kyle: I was seeing some pretty large numbers, like dollar numbers for the industry. So I'm sure there's a lot of players trying to get a slice of that pie.


Norm: Yeah, I love when I started, even when I started, Matt was saying this as part of his POVs, which was within five years, 90% of all patient visits will be recorded and captured in some way. And that presents a data set that just fuels the industry and can really make enormous strides in clinical use, I think.


Kyle: Interesting. Very cool. So a couple other quick questions I want to just throw your way while we get to the end here. So, earlier you were talking about measuring the impact of the product itself. I'm curious as to how you measure the impact of your content. And you even said, I don't have to do as much education so I had this level.


So is there different KPIs that you're using based on the content that you put together or maybe based on the channel? I know you said you do a lot of LinkedIn, but I'm just curious how you measure the effectiveness and decide yep I should keep doing this type of stuff and not do this stuff or vice versa.


Norm: I'm looking at general engagement. I mean, engagement is engagement. That means you've watched something you've clicked through something and that sounds very basic and it is, but it's reliable because I can start that as something foundational. It's got to be consistent.


I love that LinkedIn compares your engagement rate to your competitor list. And so I had an opportunity to watch that do this over the last year and then take a lot of learnings from their insights. And that's quite frankly why we started doing carousels on a regular basis, because we knew that they were, you know, people were responding.


Looking at engagement there, always tracking the basics with Google Analytics to see not necessarily what's gaining the biggest audience in terms of page views in uniques, but are the pages that we have been strategically wanting to move up the ladder, finding their way and getting more of an audience than maybe other ones. And that strategy changes. That's not my personal strategy, that's other team members, but we're tracking to see how does that look quarterly? How does that look monthly?


It's mostly engagement. I personally, in terms of the KPI world, for me personally, I am tracking how successfully we can engage with our own customers to have them join us and speak on video and give us feedback and be part of our media world and make them stars, highlight their practices, feature them as doctors worth talking to. And I track that as well, and that's a lot of fun.


Kyle: Very cool. Yeah. I mean, there's something to be said about getting right from the horse's mouth, some good insights to inspire your content. I'm curious how much you engage internally with maybe like the sales team to get some inspiration. Now, obviously they're talking to people all the time as well. So, is there a process there? Do you pull insights from them?


Norm: Yeah, I do. One-on-ones to go through presentation decks, creating a couple now and going right to the guy that's going to do the presentation and go, you see this needing a lot more. Do you want to talk track this? Where do you, do you like the flow? Do you like the thread that we're pulling through the storyline?


Absolutely. Definitely hearing from them what the sales engagements are like, what the objection handling sounds like, what messaging to push and pull with. It doesn't vary too, too much at this point, this point in the evolution of AI scribes, especially because we've cut such a differentiation in focusing on in oncology, in really making strides in the more complex specialties.


So we know we're really hanging our hats on how well we do that and how important that is to us. So that's it's a weekly one-on-one that we can—and it doesn't just go one way—that we can exchange what have you been doing? What have you been doing? So, yeah.


Kyle: Very cool. All right. Last question before we jump into the rapid fire section. I'm just curious in the last year, there's been so much change just in general, whether it be macro factors or AI and all this kind of stuff. What is like one big shift that you've had to implement in your day to day from a content perspective?


Norm: Big shift in the last year. Oh, I don't know. I think it's been probably self-imposed. I like volume. I like to put out a lot of stuff. I'm a little old school, where I believe in the seven touch marketing theory, what we used to call the infomercial theory, where I'll buy that vacuum cleaner the seventh time I see the infomercial. That was a 90s thing. I believe in that.


And I think that your audience is so splintered and so scattered, they're never seeing a third of what you see. So even if you're tired of your stuff, there is value in repetition. I was going to say not redundancy, but there's value in redundancy too. But volume gets you that repetition and volume gets you good at your own messaging and gives you a greater opportunity to compare results, to track what is being engaged with more than something else.


So I would say, again, no one's put down any sort of hammer that says you need to produce more. I've taken that on in the last year, because I think there's value in volume, at least in the situation that I'm in.


Kyle: I mean, I think to your point, like you said, when you started training your previous job, give yourself some time, do it over and over, read it again, read it again. I had a friend way back when that was a musician. And she would say that like the brain can't determine if it likes a song, if it hasn't heard it at least three times, something like that. So you're right. The repetition isn't necessarily like a luxury that you have to do it to really get your message across.


Norm: I think so. I think so. Again, you're also whether it's LinkedIn or Instagram, or if, you know, you're running a restaurant and big on your Facebook page, you never know what the algorithm is going to deal for you. So even if you've read it up on anybody's algorithm and how they're dealing it, you're better off just playing it safe and making sure you're out there as frequently as you can be.


Kyle: Awesome. Very cool. All right, we have approached the rapid fire section. Got five quick questions for you. I ask everybody this because I just find it interesting in the age of automation, if you could clap your hands and have one process just immediately automated front to back, what would that be?


Norm: Laundry. I know that's tacky. Everybody says, there was that phrase, right? I want AI to do my laundry, not give me enough time to do my own. Laundry would be great.


Kyle: You know, it's funny. I think that you're going to have the same answer then for one of my next questions is, have you seen that new NEO robot that just came out?


Norm: No.


Kyle: Oh, so just in the last week, there was a, I don't know if it's called NEO or NEO, but it's a $20,000 home-based robot that's supposed to take care of your home chores and stuff like that. So I was going to ask what's the first thing you're going to have it do? Sounds like it's going to be laundry.


Norm: Dinner would be great. Making dinner here in the house. I think my immediate reaction in what we do, right? I hear 20,000. If you have home help, where's the break-even point on that 20,000? How long has that got to go?


Kyle: Yeah, you're right. I agree, though. I mean, having somebody cook and get dinner done would be amazing. I can't stand cleaning. So, yeah, I wish I had 20K to just drive. What was your call for the robot? Like, go out in cold days and start the car? Like, what were you thinking?


Kyle: Yeah, I think I'm right there with you. I think it would either be food or cleaning. If I'm being honest, I as a business owner and as a social person and everything having to do the same thing over and over is just like man i'm losing money or fun or like whatever it is i should be answering email. So just like god why am i cleaning again? But again i have two animals and all that so i gotta do it.


Norm: So you do. I'm with you.


Kyle: Cool. So what is the most surprising thing that you have learned while working with doctors or just in healthcare in general?


Norm: I won't say surprising, but I think what sticks with me over the years is that they're underappreciated.


Kyle: Fair enough. I'm sure they would enjoy hearing that, too.


Norm: I told my M.A. that yesterday while he was putting my I.V. in after a procedure. I said, man, you guys are underappreciated.


Kyle: You mentioned your mom passing my earlier this year, my dad passed away and he was in the ICU for a while and watching these nurses do their thing. I was like, wow, like it is like, this could have been so much worse, but you guys made it amazing. So I appreciate it.


Norm: Yeah.


Kyle: Cool. So question four, if DeepScribe was a sports team, what would the mascot be?


Norm: Oh, it would be our—I'm going to go with the logo. It would be like—well, I'm going to mush a couple of things. It'd be like a heart with the EKG and the swinging stethoscope. I love our logos. OK, just add some legs and maybe a mouth with something that pops out and you're good. You know, we keep it could be squishy at an event before you know it. I don't know.


Kyle: There you go. All right. And then for you specifically, if you were a superhero, who would you be?


Norm: I'm low on my superhero knowledge, man. I would be, yeah, if I were a superhero.


Kyle: Or what power would you want? We could say that.


Norm: What power would I want? Definitely being able to just kind of walk on air I don't even need to fly I just need to be a good 10 feet above traffic there. Or if there's a superhero that just gets better at playing music without practice I'll take that.


Kyle: That's awesome. You know, so I asked earlier when I a previous episode what about have you ever seen the movie The Matrix?


Norm: Sure.


Kyle: So my question was, if you could non-work related plug into the Matrix and like learn one fun skill, what would it be? My answer is plug in and know the lyrics and the music to every single song.


Norm: That would be very cool. That's great. I would have answered in high school. Just be a better hitter. Like get some more playing time in baseball.


Kyle: There you go. Yeah. Well, awesome. That was all the rapid fire questions. So we're just at the open forum here. Is there anything that you're super passionate about or maybe something that we didn't discuss that you just want to kind of share and throw out there?


Norm: No, I say no, but then I say something, isn't that the the no, we're the no generation. I would say, you know, I look forward to continuing to sort of mentor folks who are getting involved in content generation, especially in healthcare. And I can't emphasize enough, it's trial and error.


And if you're working for a company that allows for that, run with your best practices and use that as your trial and error. Because that way you're at least leaning on something foundational, right? I think I learned that a lot with like email drip campaigns and even at Bose being responsible for holiday email packages and knowing you got to parts them out. You got to have that thread. You got to going through eight emails. You've got to have enough differentiation, but sort of related.


Just make your mistakes with things that are considered best practices. And even if you're not making mistakes, you find what that 10% better is for the next one. Yeah, so that's more advice than anything else. Because I think it's the classic case of, we say this all the time, in multiple jobs I've had, try not to let perfect get in the way of really good.


And an agency, the one agency I worked for when I left television, someone taught me, just launch at 80% and you're doing so great. And she was talking about websites at the time. And I learned quickly, she was right. As long as everything was working and looking great, nobody knew that 90 to 100 that you wanted to get to. And now I hear, I'm no Yankee fan, but I hear Jazz Chisholm of the Yankees say that. And he says, I just play loose because I'm playing at 70, 80%.


Kyle: You're preaching to the choir. My mantra, I have it on the Action Hero website. My mantra is progress over perfection. Just keep moving. Keep moving and that's where you do the learning. Exactly. I love that. Cool. Well, Norm, I really appreciate you taking the time here to share all of your insights, talk about DeepScribe. Everybody can find you on LinkedIn. It's Norm Schrager, S-C-H-R-A-G-E-R. And they can also find DeepScribe at deepscribe.ai. Anything else you want to plug or where people can find you if they want to reach out?


Norm: No, I think you nailed it. And I really appreciate the conversation, Kyle. I love what you're doing.


Kyle: I appreciate it. Yeah, thanks so much for coming on, being our brainiac today on the Brainiac Blueprint. If you don't mind, look at the camera and say, stay brilliant, Brainiacs.


Norm: Stay brilliant, Brainiacs.


Kyle: Awesome. Thank you so much, Norm.


Norm: Thanks, Kyle.


 
 
 

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