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Put your hand over the logo on most healthcare websites and you can't tell one practice from another. Matt Lee, managing director and co-founder of Strategy Collective, works with more than 30 private equity-backed healthcare platforms, and he says that sameness is about to get expensive. He breaks down why healthcare brands play it so safe, how to measure marketing against the schedule instead of the ad platform, and why phone number matching only gets you part of the way to real attribution. He also shares how Strategy Collective grew from two partners managing freelancers to a 55-person in-house team, and how they use AI as the brain of the agency without replacing people.

CONNECT WITH MATT
🌐 Website: https://www.strategyco.com
💼 LinkedIn: https://www.linkedin.com/in/matthewtlee/

CONNECT WITH ANDY
🌐 Website: https://www.mmg.studio
💼 LinkedIn: https://www.linkedin.com/in/mmgdesign/
📸 Instagram: https://www.instagram.com/mindfulmilligan/

TIMESTAMPS
00:00 - Intro
00:41 - From agency partner to CMO to founder
01:33 - The board member who opened the door to PE healthcare
05:09 - Why they started as a collective of freelancers
06:00 - Scaling a vet group from 75 to 1,000+ locations
07:57 - Getting burned, then building a 55-person team in-house
10:10 - "It's not saving us people"
12:48 - Building the brain of the agency with AI
16:46 - Be the conductor, not the instrument
18:07 - How AI changed the way he answers RFPs
20:07 - Why every healthcare brand looks the same
21:45 - Outcompeting the doctor across the street
24:46 - The hardest problem in healthcare attribution
25:55 - Why phone number matching fails
27:37 - Booked, showed, paid: staging attribution
32:45 - Measure the schedule, not the ad platform
34:00 - "Physician-led" isn't a differentiator anymore
34:25 - How to use humor in healthcare marketing

TEAM

🎙 Host // Andy Milligan: https://www.linkedin.com/in/mmgdesign/

🎥 Production // MMG Design: https://www.mmgdesign.net/