Making the Leader Look Like One
A thought-leadership partnership with Remodel Health

The problem

Remodel Health was already the leader in their corner of healthcare. Biggest conference in the space, the most traction, the deepest bench. But they'd started small and nimble, and the market's picture of them hadn't caught up to the reality. Carriers, brokers, and competitors still saw the startup, not the category leader.

That's a specific kind of problem, and it isn't solved with a nicer video. You can't just say you're the leader. You have to be seen setting the agenda, teaching the category, and standing next to the biggest names in the room. The goal wasn't more content. It was to close the gap between what Remodel had already become and how the industry saw them.

What we did

We started by treating it as a positioning problem, not a production order. Before shooting anything, the question was always the same: what problem does this solve? Anything that didn't earn an answer didn't get made, because noise is the fastest way to weaken a brand that's trying to look like the authority.

Then we built the engine that makes a company look like the leader:

We produced their ICHRA Exclusive podcast, the platform where Remodel sits across from the most respected people in the industry and drives the conversation. Authority by association, and by actually being the ones asking the smart questions. It's not a passive audience, either — Apple Podcasts listeners stay for 69% of the average episode, and on the season's strongest episode that climbed to 81%. People are actually listening to Remodel set the agenda, not just downloading and moving on.

We built the films around AIM, their conference, the one event where the whole category shows up. Broker and customer testimonials from partners with real logos, plus the reel that makes the room feel like the center of the industry.

And we made the pieces that move brokers off the fence: a sales-process film built to earn a hesitant broker's trust and get Remodel in front of the group, because the real story here was never insurance. It was change management, and helping people believe the leap was worth it.

The result

The work turned into a system, not a one-off. A steady stream of content across the podcast, the conference, and the funnel, all pointed at the same goal: an industry that sees Remodel the way Remodel already saw itself.

That system moved the needle where it's hardest to fake — organic reach. Over the most recent year, Remodel's LinkedIn company page pulled in 171% more organic impressions than the year before, on more than four times as much video (13 pieces to 59). That's not a bigger ad budget buying a bigger audience. That's the industry choosing to pay attention.

The podcast is doing the specific job it was built for. Posts built around ICHRA Exclusive episodes now make up 8.9% of everything the company page publishes — more than three times their share the year before — and podcast content alone drove nearly ten times the impressions it did a year earlier. The show isn't a side project sitting next to the real marketing. It's become a meaningful share of how Remodel Health shows up in the industry's feed.

The deeper proof is the partnership itself. We're built into their year, working across their whole team, and the relationship held even through staff changes, because it was never dependent on one person. It was a system that kept earning the next project.

"He felt like a seamless extension of our team, professional and personable, with an innate ability to make people comfortable on camera. I wholeheartedly endorse Mark for any project and look forward to working together again."
— Mallory Meyer, Marketing Manager, Remodel Health

"I've been most impressed with is Mark's ability to learn about Remodel Health's business, a relatively complicated health insurance alternative, in a very short amount of time. Once Mark began to grasp our business, our market, our ICP, etc., I was extremely impressed with how strategic he was able to be in regards to our broader video & podcast strategy.”
— TJ Witham, VP Broker Sales, Remodel Health