Transcript
WEBVTT
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You're listening to the Higher Ed Marketer, a podcast geared towards marketing professionals in
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higher education. This show will tackle
all sorts of questions related to student recruitment,
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donor relations, marketing trends, new
technologies, and so much more.
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If you're looking for conversations centered around
where the industry is going, this podcast
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is for you. Let's get into
the show. Welcome to the Hybrid Marketer
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Podcast. I'm Troy Singer here with
Bart Taylor. Today we're talking to Terry
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Hughes Lazell. She's the communications director
at the Michigan State University College of Osteopathic
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Medicine, and today the conversation revolves
around marketing to the best of the best,
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and for Michigan State University, they
have a problem of having lots of
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applications but then finding the best mission
fit students and marketing to them. And
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this is where our conversation picks up
with Terry. Yeah, it's a really
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good conversation. And I think that
you know, depending on your school,
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you might be in the same place
they are, or you might be aspiring
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to be in that place in a
few years, depending on where your enrollment
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numbers are. But I think that
the the ideas that you know. Isn't
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it great to be able to pick
and choose the best of the best for
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your class as you come in.
And that's pretty typical a lot of times
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with some with some medical schools,
And so we'll talk a little bit about
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that. But Terry has a lot
of really good ideas, and she has
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some really good stories and and some
good perspectives on storytelling. Here's our conversation
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with Terry. Terry, we usually
start our conversations with our guests by asking
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them to share something that they've learned
recently that is either interesting or unique.
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So is there something that you can
share with us to get our conversation started
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today. A few months after I
started here, I was working on a
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piece on a new endowed chair in
honor of one of our professors, Dr
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Terry Taylor. She is a dio
dr rostopathic medicine and works in Malawi studying
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malaria and trying to help rid the
world of this disease. And so this
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endowed professorship brought me to a conversation
with her, and somebody mentioned Dr Ken
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Taylor, her father. He is
He was my family physician In fact,
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the last time I saw him,
I was a sophomore in college and was
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a great guy. So, you
know, it just shows you how small
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of a world it is and how
we end up together in many unique ways.
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That is wonderful. And now that
you are the communications director of a
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College of Osteopathic Medicine, if you
could tell us a little bit about and
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that's used college and how you got
there. Sure well, m s U
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is my alma mater, so I'm
very happy to be here and representing my
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university. I was working in the
Division of Student Affairs and Services and then
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transitioned to to this role UM in
March. I have a background in journalism
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and I have a background in health, and it just seemed like a good
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fit and a good time. So
I've learned a lot about the college in
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the short time i'm here. There's
fantastic people in this college, UM,
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And so a little bit of the
history is back in Michigan. In nineteen
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sixty four, group of osteopathic physicians, along with the Michigan Association of Osteopathic
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Physicians and Surgeons, successfully obtained a
charter to establish an osteopathic medical college in
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Michigan. It started originally as the
Michigan College of Osteopathic Medicine in Pontiac,
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and it admitted its first students in
nineteen sixty nine. But that same year,
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the state legislator enacted an act that
required a school of Osteopathic Medicine to
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be located at an existing campus,
a or a state university that already had
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a college of medicine, And so
the college charter was transferred to the board
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of Trustees at Michigan State, and
then the college was relocated here and East
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Lansing at our East Lansing campus in
nineteen seventy one, and it became the
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Michigan State University College of Osteopathic Medicine. So our dean din Al Muftano likes
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to say, we're Michigan's medical school, and we're the and we are the
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largest medical school in the state.
So I do like to brag about that
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just a dad. Well, that's
great, and that's that's a great history
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kind of setting everything up. And
I think one of the things that I'm
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fascinated to kind of talk through a
little bit more is just the idea of
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how to market you know, one
of the best of the best, I
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mean Certainly, Michigan State University is
recognized as one of the top schools in
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the nation, and certainly the Osteopathic
School of Medicine is a big part of
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that. So tell me a little
bit about that, because I mean,
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certainly, I'm guessing that you know
a lot of schools. You know,
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we have a lot of different size
schools that that are on the podcast,
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everything from you know, tiny schools
a hundred and fifty to three hundred students
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listen to this all the way up
to you know, big colleges like Michigan
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State. UM. Some schools are
struggling with their high ed marketing to actually
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get enough applicants to actually fill their
class. Sometimes, though at least my
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experience with different schools of medicine,
that's not necessarily the case because a lot
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of times there's more applicants than spots
in the class. Tell me a little
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bit about Michigan States College of Osteopathic
Medicine. So a couple of things make
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us unique in the College of Osteopathic
Medicine arena. UM. We're we're in
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the Big Ten. We're the only
College of Osteopathic Medicine in the Big Ten,
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and we're part of a public medical
school UM, and we're part of
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a major research university just like you
said, so that that does kind of
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set us apart. And like all
DO colleges and all m D colleges,
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we compete against all medical schools for
students. One of the unique things we
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have here were I think one of
a handful of do programs that have both
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a D one PhD program. So
if people research doctors, people who plan
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that type of career are interested,
that's something we can also offer. We
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have three sites for our for our
college, so we are at the m
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s U East Lansing campus, but
we also have a site at the Detroit
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Medical Center in Detroit and the McComb
University Center in Macomb County, and so
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Southeast Michigan UM offers us an opportunity
for students to see different things and participate
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in different ways. But we're very
much one college, and so we try
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to make students feel that no matter
where you are, you're part of of
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this one college and this one huge
network. And so one of the interesting
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things I think for us is we
have a several programs, but one thing
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that students are interested in is it
is getting some hands on UM experience as
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early as possible, and first and
second year students here can do that.
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We have several programs UM that that
they can get involved in, includes our
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street medicine program Whereat. Each one
of our locations, students with faculty advisors
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go out and meet people where they
are and and actually learn about them,
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put hands on, you know,
become their physicians in some cases try and
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also become the bridge to other services
that these people may need. So for
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our students, it's a wonderful opportunity
to really get to know patients and how
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to serve them because the DEO profession
has that look of it's about the patient,
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not the illness. We treat the
illness, but we are always looking
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and focused on the patient. It
seems like the idea of having such a
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such an amazing program but also having
those unique programs like in Detroit and like
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the street medicine and some of the
other things. And we'll get into maybe
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some stories about that in a moment. But I'm just curious too, because
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I mean, you know, you've
got an opportunity to market to a lot
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of students that might be really good
mission fits. I think that you had
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told me earlier. You've got to
You've got a class that you can take
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in of three hundred, how many
applications do you typically get on that typically
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we're um somewhere between seven and eight
thousand applications. Wow, that's that's really
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incredible. So there's seven to eight
thousand students that probably would I self identify
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as mission fit because they've they've picked
your program and they said, hey,
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this this might fit me a little
bit, and and you know, this
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is this is kind of where I
want to go. And maybe as you
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are marketing the opportunities with street medicine, and I think you had said that
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you even get a chance to do
that as a first or second year medical
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student, which is amazing. Why
don't you tell you tease that out a
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little bit more and tell me a
little bit about how all of that place
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together in the way that you put
the marketing together. Well, so for
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and it's not just street medicine,
we have so many community integrated medicine programs.
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See i AM is one of those
worst dents can have that opportunity to
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serve in communities. In other ways, there's the sports Osteopathic Manipulative Treatment program
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in the in the Student Osteopathic Manipulative
Medicine Programs Clinic, so that they all
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have opportunities to join these as well
as some of our global opportunities to serve
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people who do not have access to
regular medical care. So there's plenty of
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opportunity for students to get hands on
learning, but also to expand their volunteering
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that they've probably done before. That
the students with a rich history of service
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really fit well with our college,
and so those are some of the things
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that we do and and and do
market to that because that's really a fit
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for us and a fit for the
profession. We will be right back after
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com. Welcome back. Let's rejoin the
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conversation right here on the higher ed
marketer. As I think about that,
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I know a lot of graduate schools
and and you know, professional schools are
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listening, and you know, everybody
has the GMAD and all kinds of things,
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and I know with medical schools it's
the MCAT. How do I mean,
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certainly that's where a lot of school
a lot of schools are are recruiting
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from the m CAT lists and things
like that. But help me understand a
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little bit about what are the watering
holes that you are actually going to find
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those mission fits, service oriented do
students that are interested in that? I
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mean, but I'm curious because I
mean that's one of the challenges that I
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talked to a lot of schools about
whether it's a professional you know, graduates
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level, or even if it's a
faith based school. It's like you've really
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got to go where the watering holes
of your prospective students are. And with
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Generation Z, that's sometimes hard to
figure out. Yeah, I think really
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they kind of come to us and
then we we feel figure that out in
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the our admissions team obviously, and
in the others that help with that in
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the interview process and and get a
feel for that student and what they want
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to do with their medical career and
what they have been doing prior to that
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at and we also have several pre
college programs so that UM we are working
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with high school students so that they
can get a little bit of a taste
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of what osteopathic medicine is in some
summer programs, in some high school programs,
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and then we also have programs for
undergrads when they come here that UM
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can get them a little bit more
uh experience, that knowledge of program.
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I think that's so exciting because I've
I've heard a lot of different schools talk
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about the importance of getting especially younger
students on their campuses, and I love
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the fact that you guys are doing
that from a from a College of Medicine
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standpoint, in the fact that you
know statistics show us that the more students
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are on campus, you know,
everybody says, boy, if we can
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get them to campus visit, you
know, they'll come. And that's that's
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a traditional, you know, traditional
undergrad line that you hear a lot.
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But but I love the fact that
you guys are even doing that with with
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the professional and the graduate level of
courses. I think that's a that's a
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brilliant move on that as well.
UM. One question before we kind of
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move on to the next thing to
her that I wanted to talk a little
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bit about, is tell me a
little bit more about your personal experience on
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that street medicine program, because I
I think that you know, you had
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told us in the pre interview that
you know, there was a great opportunity
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and as a higher ed marketer,
you know, and you know, and
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putting yourself in the midst of what
these students are experiencing is a great way
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to tell the stories. So tell
us the story of that. Well,
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we are working on a magazine spread
on our incredible programs and so I UM
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was lucky enough to go on the
photo shoots to Macomb and in Detroit.
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UM, we still have one set
up coming and lancing, but so I
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could really see the experience hands on, and it was incredible, um just
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watching the service of these people and
our partners, because we have partners at
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all of these programs to whether they're
providing materials or their side by side with
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the students and the faculty advisors,
and so there's so many people who just
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want to be there or in help
for our Macomb program. It is in
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the heart of city on the bus
line, and they set up shop.
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They see some of the same people
quite often, you know, but it's
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it's building relationships. They then try
and help them with other services, get
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them to clinics, whatever that might
be. But they but nobody's turned away.
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So they come and they receive more
than just healthcare. There's always some
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snacks, there's always water, there's
always some things. There's conversation, there's
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just having that camaraderie with with these
patients and and these students. You know,
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they're all in and these patients know
that they you know, they feel
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that they build trust and and that's
why they see them return so many times.
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And in in Detroit it's more I
guess, I would say on the
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road. So we went from site
to site. We were at one point
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under a bridge and and they were
treating this gentleman who had some sores on
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his feet. And I remember him
looking up and he counted the number of
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people that were there and said,
there are eight people here just for me.
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That was just heart touching. And
these and for these students, it's
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you know, when you ask them
what does this mean for you, and
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they say, well, it's gonna
make me a better doctor, because it's
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it really teaches you to be humble
and in the moment and and really um
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have compassion for people and learn not
just about medicine, but about people.
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And and everybody has a story and
they take the time, they listen,
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They want to support, they want
to help their I knew from that,
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from taking those trips with those students
that I was not doing enough to serve
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my community. They they're incredible.
And the faculty advisors that stand next to
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them, I couldn't say enough about
you. Turn around and they're you know,
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in there grabbing trash and putting things
away and taking care of other things,
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you know, just just being part
of that community. Yeah. We
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talked about so many times higher ed
marketing and and just the importance of story
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and being storytellers. I think sometimes
that that that terminology, that word gets
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kind of overused sometimes that we forget
exactly what it means and and how to
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tell a story. And I just
think that just the way you told that
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story about you know, the patient
looked up and said, there are people
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here just for me. I mean, that's the kind of tugs the emotional
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heart. That's the kind of that's
kind of the gold of higher ed marketing
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is how can we make sure that
the perspective students see themselves in the story
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and it moves them emotively so that
they choose to make that that choice to
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kind of pursue where we're going.
So thanks for sharing that personal story at
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Terry. I think that was really
beautiful. Thank you. Yes, that's
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very moving to me too. As
we end our conversation, Terry, would
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there be a piece of advice that
you could offer listeners that you feel they
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could implement immediately. My advices immerse
yourself and where you are and really learn
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it. So, you know,
I was lucky to have that opportunity,
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but not every day, well you
know, do I get to go out
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and stuff like that, But every
day I get to meet these incredible students
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who tell me their stories, share
their stories, this incredible faculty that I
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swear never sleep. You know,
they're they're everywhere, they're doing everything,
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they're supporting these students and and they
don't want to be anywhere else but helping
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them. So I think it's it's
fully immersing yourself and knowing from day one
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that you have to learn what that
college, what that area is all about.
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Whether you're in a division, you're
working for the full university, you're
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in a college, but what does
that mean and and what is that culture?
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And I have never been in a
better place than I am now,
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and I can wholeheartedly say and congratulations
Terry. It's well deserved. If someone
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would like to reach out and contact
you for any reason, what would be
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the best way for them to do
that? Probably emailing me and my email
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addresses. It's an odd one,
so we get those here at him as
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you, but we still love the
university. It's a U G H E
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two six zero at m s U
dot E d U great and we'll put
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the show notes as well. Yes, again, thank you for your time
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and thank you for the wisdom that
you've shared. With this today and best
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of luck to you and the School
of Osteopathic Medicine there at Michigan State.
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Thank you, You're welcome party.
Any final thoughts that you would like to
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share. Yeah, I thought this
was a great conversation with Terry, and
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thank you so much for being a
part of this. Terry, it's it's
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been wonderful to have you on the
show. And one of the things that
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I just want to kind of reiterate
to everyone, I mean, there's been
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there's some great stories that that Terry
talked about, and you know, some
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some nuggets that you can take away
on just you know, some of the
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ways that they are doing their enrollment
and high ED marketing there at at the
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College of Osteopathic Medicine at Michigan State. But one of the things that I
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mean, her her last comment there
in the takeaway is what I and everybody
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to kind of, you know,
take a takeaway. I mean, seriously
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go back and listen to it again
if you need to. But immersing yourself
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as a higher ED marketer is going
to be critical. You know, I
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don't care if you're at an osteopathic
college, if you're at a small Bible
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college, if you're at a state
school bringing in, you know, filling
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a class of you know, thirty
thou students or whatever it might be.
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Being a really good storyteller and being
a storyteller from a first person standpoint is
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so powerful. Um, Yes you
can hear the stories. Yes, you
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can talk to the students. And
that's really important. And I think Terry
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talked about that, You've got to
immerse yourself into that student culture, Immerse
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yourself into the classroom, into the
faculty, into I mean, if you've
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got a biology program that does a
lot of field work and they're going out
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to the streams and working on you
know, uh, you know, building
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building all kinds of things out there, go on that trip with them,
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you know, go along with the
photographer, the videographer, because as a
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as a marketer, you're either going
to be directing that or you're going to
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be you know, crafting that or
or writing that at or designing that.
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The more you can be exposed to
that, the better it's going to be
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in the better and the more authentic
your storytelling is going to be. So
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I really love that that immersion type
of tip from Terry, And again,
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thank you so much for being on
the show Thank You. The High re
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Marketer podcast is sponsored by Kaylor Solutions
and Education marketing and branding agency, and
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00:20:22.519 --> 00:20:30.720
by Ring Digital, a digital marketing
agency adding transparency and accuracy to your digital
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00:20:30.759 --> 00:20:36.759
marketing campaigns. On behalf of Bart
Taylor, I'm Troy Singer. Thank you
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00:20:36.799 --> 00:20:42.599
for joining us. You've been listening
to The Higher ed Marketer. To ensure
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