Building Direct Primary Care Software for Modern Healthcare | Alex George from Hint Health

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro experiences like case studies, intro videos, and much more, stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds, letting the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us out on pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Alex from Hint Health, head of marketing with them. How are you doing today, Alex?

Alex George: Great, Ernesto. Thanks so much for having me on the podcast today.

Ernesto: It’s great to have you on. And well, I know our listeners are curious about Hint Health, so let’s kick it off with that. Alex, in your own words, can you tell us a little bit more?

Alex: Yeah, sure thing. Hint Health is a software company. Basically, we are the leader in an industry called the direct primary care (DPC) industry. DPC is a departure from the traditional US healthcare system. It’s physicians and clinicians that have chosen to work outside the boundaries of the insurance industry, running their own practices on a cash-pay membership model. Our software enables them to do that.

We offer software for membership billing, administration, and the clinical side of their business, including EMR, scheduling, communications, and more. Over the past 10 years, we’ve built out a robust network of direct primary care clinicians, allowing us to connect employers and health plan advisors to DPCs as a benefit for employees. This creates a better overall lifestyle for both employees and physicians. It’s a fun, booming industry to be in, and it’s exciting to see how many people are transitioning to direct primary care.

Ernesto: Definitely. Like you mentioned, the doctor-patient relationship is making a comeback, and that’s so important. For our listeners to understand Hint Health better, what would you say is the key problem you solve for clients?

Alex: Hint sits in an interesting position. We primarily serve the physicians and clinicians opening DPC practices. Our software helps them streamline their business, run it efficiently, and focus more on patient relationships without worrying about administrative burdens. We provide robust reporting templates, tools, and other features to support their practices.

On the other side, we work with health plan advisors and employers through our Hint Connect product. This enables employers to offer direct primary care benefits to their employees across locations or even nationwide. We handle the administration, implementation, and everything else to support both clinicians and employers in providing better care.

Ernesto: That’s awesome. So would you say the DPC clinics are your clear ICP?

Alex: Yeah, exactly. In today’s healthcare landscape, many practices are exploring memberships or transitioning fully to DPC models. We also work with hybrid practices—urgent care clinics or those that still accept insurance but want to introduce memberships. We provide educational content to help them transition, whether it’s adding memberships or fully migrating to direct care.

Ernesto: Awesome. How does someone typically find out about Hint Health? Do you have a top client acquisition channel?

Alex: Good question. The DPC industry has been growing for the past 20 years, and we’re now in the “city builder phase.” Once clinicians start researching direct primary care, we pop up quickly. We rely on direct and organic traffic through content, reputation, and channel partners who recommend Hint as the go-to software for DPC practices. Our paid search and ads also perform well. These combined channels drive traffic to our website and help people discover Hint.

Ernesto: Great to hear that. And your website, hint.com, what role does it play in client acquisition?

Alex: Our website plays a major role. It’s where we house educational content, trend reports, and videos from events like our annual Hint Summit. It serves as a hub for anyone interested in DPC, providing access to demos, product information, and our social channels. Navigation is key—we make it easy for visitors to find what they’re looking for, whether they’re DPC clinics, virtual care clinics, or enterprise customers.

Ernesto: Good stuff! Are there any tools or methods you’d recommend for lead generation?

Alex: Since we’re in a niche industry, we focus heavily on SEO and content marketing. We produce content that’s searchable, with clear CTAs and forms for easy access. We also repurpose content—live streams, blog articles, audio clips, and social posts—to maximize its value. Simplifying navigation on our website is crucial too, helping visitors find themselves in our content and take the next steps.

Ernesto: Awesome insights! Let’s switch gears a bit, Alex, and talk about you as a leader. As head of marketing at Hint Health, what are some key tasks you focus on daily?

Alex: As a marketing leader, I interact with nearly every team in the organization—product, growth, CS, sales, and leadership. A lot of my work involves strategy, planning, and ensuring alignment with OKRs and objectives. I also enjoy getting into the weeds, collaborating with my team on digital marketing, partnership strategies, and product marketing. It’s all about fostering a cohesive, goal-oriented environment.

Ernesto: Sounds like you’ve got a lot on your plate! Let’s jump into our rapid-fire question round. Ready?

Alex: Let’s do it.

Ernesto: What’s the last book you read?

Alex: On the fiction side, a sci-fi series called Nova Terra. For business, Marketing Product-Led Growth by Steve Lachance. It’s been helpful for thinking about end-to-end customer experiences and opportunities for upsells and upgrades.

Ernesto: Great read! What’s one thing your company is focused on the most right now?

Alex: Establishing Hint Connect in the employer space. We’re educating healthcare brokers on the benefits of DPC and helping them integrate it into employee health plans.

Ernesto: If there were no boundaries in technology, what’s one thing you’d fix as a marketer?

Alex: Reporting. It’s still segmented and time-consuming. I’d love a solution that simplifies reporting and generates insights with a click.

Ernesto: If you could automate one repetitive task, what would it be?

Alex: Reporting again. Automating it would save a ton of time and effort.

Ernesto: Finally, what’s one piece of advice you’d give yourself if you were restarting your marketing journey?

Alex: Learn to fail fast. Set clear evaluation criteria, limit test durations, and decide quickly whether to continue or pivot. Don’t waste time or resources.

Ernesto: Great advice. Thanks for sharing, Alex. Before we wrap up, if someone forgets everything about this interview, what’s the one thing they should remember about Hint Health?

Alex: Direct primary care is transforming American healthcare. It’s worth exploring how DPC can change the way you view and pay for health. Head to hint.com/dpc to learn more.

Ernesto: Fantastic. Listeners, you can check them out at hint.com. Alex, thanks for being part of today’s episode. To our listeners, thank you for tuning in. Looking forward to our next episode at Pathmonk Presents. Thanks, Alex.

Alex: Thanks! Have a good one.