Health Innovators
Health Innovators

Episode 74 · 10 months ago

Our own pivot: Why we’re rebranding the show w/ Dr. Roxie


When you’re an entrepreneur, sometimes, it’s harder to see the forest for the trees, especially when you’re a tree in the very forest you’re examining.

And make no mistake, this is true no matter what field or vertical you’re in - you’re going to see someone else's strategic failures or faults before you see your own.

Now for the good news: it’s normal and it’s fixable - so long as you’re willing to do the hard, honest work it will take to identify problems and make the changes necessary to fix them. 

On this week’s episode, we shook things up a bit and interviewed our own Dr. Roxie Mooney on her decision to change the name of her podcast from COIQ with Dr. Roxie to The Health Innovators Show.

Dr. Roxie gives us the backstory on COIQ and why a name change “just made sense.”  

Here are the show highlights:

  • What COIQ Means (0:55)
  • The “Dr. Phil” of Commercializing Innovation (2:44)
  • Knowing when to take your own advice (4:01)
  • How Commercialization of Innovation helps in a volatile market (6:13)
  • Why taking an honest look at your business strategy can be a game changer (8:42)
  • On the wrong path? Change directions! (10:41)

Guest Bio

Dr. Roxie Mooney is the CEO and Founder of Legacy DNA Marketing Group, a strategic marketing firm, and author of the international best selling book How Health Innovators Maximize Market Success.

In addition to her career as a strategist and author, she is also the host of “The Health Innovators Show”, a podcast where guests share their stories, struggles, and strategies to help encourage and empower other innovators currently in the trenches.

Dr. Mooney earned her DBA from Walden University and her MS in Organizational Leadership from Palm Beach Atlantic University. 

If you’d like to reach out to Dr. Mooney, you can find her on LinkedIn at Roxie Mooney , on Twitter at @roxiemooney, or on her website at

Li You're, listening to health, innovators,a podcast and video show about the leaders, influencers and earlyadopterswho are shaping the future of health care. I'n your host Dotor Roxy Movie, I syou Aqu listeners. This is WendyBOTCO Glooby, I'm he chief storyteller for legacy DNA marketing, Grup, soyou're used to seeing Dr Roxy asking the questions, but today we're going tochange things up a little bit on this episode were flipping the script. Wechanged the name of our podcast and video show, and to talk about it. I'msitting down with Dr Roxy to give us a bit of the back story. Welcome Dr Roxy.How does it feel to be sitting in the other chair? It feels great, I'manxious to you, know, kind of give a little bit more context about why we'rechanging the show and what to expect coming up all right. Well, I got somequestions for you, I'm going to jump right in and feel afree to kind ofbuild on them. So originally the show... named Coiq with Dr Roxy, so I haveto ask what the heck duslike you mean. You know it's funny, because a big partof the reason why we're here is because so many people have asked that samequestion, so the backstory behind this is, I was getting my doctorate and theconceptual framework. I know this is going to sound Super Nerdy, but theconceptual framework that I was using for my doctorral study was Coicommercialization of innovation and when I first started the show it wasreally about two thousand and seventeen when I had just graduated- and I wasreally excited about my work and this framework and everything that I done,and so it just made sense to incorporate Coi into the show name intothe brand of the show, because that's really what I wanted to you know focuson is commercialization of innovation and health care, and then you know wewere talking brainstorming with the team, this idea of Iq. Obviouslyeverybody knows what Iq is, and so we...

...kind of Mash these two ideas togetherto come up with Coiq, which was really all about elevating or expandingeveryone's skills and knowledge around commercializing innovations inhealthcare. So that's really the story behind it.That's the hthe story behind Coyq Coiq with Dr Roxy. You know, obviously, atthe time again I was really excited. I graduated I'm going to be the next DrPhil opra in you know in in this world that we live in, and so you know justadding my name to the name of the show sounded really important to kind ofbuild trust incredibility with our audience UN, so kind of going into the the doctor title so putyourself in these shoes, the docor film of Commercialization of innovation.What kind of problems do you solve for...

...for your viewers? So I think you know the main point or purpose of the show is toreally be able to share all of those strategies and tactics that healthinnovators need to deploy or to circumvent and to really give healthinnovators a platform to be able to share their stories, share theirstruggles or share some of the you know the winning strategies that they'vedeployed over time. So that way they can share that with other folks, aswell as being able to just inspire and encourage other people. Because, let'sface it, you know bringing an innovation to market is very difficult,especially in health care, and so I really wanted this to be a place whereother health, innovators felt inspired, felt, encouraged and then also gained alot of knowledge, wisdom and skills that they could go back to the officeimmediately and deploy to be part of that five percent. That actually succeeds...

Xsense, so to me, coiq makes a lot ofsense based on what you've just described the problems that you'resolving. So what is prompting the name change ofthe show. Well, it's funny that you say that, because Coiq makes a lot of senseto me right, that's Yeu, like I came up with it, but the problem is: is that it doesn'tmake sense to our target audience, and this is something that we preach. Allthe time is that we're not the hero of the story that it's all about thecustomer? It's not about US and low and behold, you know through workingthrough some conversations with business advisors and mentors over thelast couple of months. You know it's always funny when someone's putting upa MIRA and in allowing you to see yourself in a way that maybe you hadn'tand kind of removing some of those blind spots, and so I talk and preach alot about not making it about you making it aboutyour customers, and it came to my attention that Coiq with Dr Roxy is infact all about me and the show is it,...

...and so I wanted to remedy that. Andthen I can't tell you how many times where I'm having conversations withpeople and no one knows what Coiq means, although it's very meaningful with me,it doesn't resonate with our viewers and with our listeners, and so I neededto fix that and don't een know to pronounce it right. It's like it's coke,it's quork, it's coke, Koi Q. I mean it's been called all kinds of differentthings and actually really rearely. Does anyone even call it Coiq, just theletters a so you know that is certainly not a great strategy for a brand nameto come up with something that people don't understand and don't know how tosay. So. We definitely are here to remedy that. We've done some work overthe last couple weeks and th last couple of months on reallytransitioning the show into something where people, health, innovators, wouldknow immediately that this is where they belong and how they're going toget value from it, O an assence, you're...

...kind of drinking, your own ChampagneIly, getting getting toward the the end of a very challenging year, and so this,I think, would be kind of an interesting thing to discuss to this has been a tough hear foreverybody. Healthcare nonhealthcare, first responders, not essential s. Itdoesn't matter everybody's been struggling. How do you feel that theessence commercialization of innovation hashelped organizations in this particularlandscape? Yeah? I mean, I think, the conversations that we have on the showAr really more important than they ever have been because of the things that you'retalking about so science and health care is part of ourdaily conversation across all consumers across the country across the world.Right. It's not really just us in the industry talking about and beingpassionate about these. These ideas and-...

...and you know, we've seen- we've alltalked about it- we've seen you know maybe ten years of adoption acceleratedin the last few months and so that's kind of a silver lining of what'shappening in the industry, and so what you have is you have more players more dollars being infusedinto solving some of these health care problems, both the problems that wewere facing before the pandemic and some of the new challenges that werefacing and and so because you've got so many people that are startingbusinesses that are starting getting into the healthcare verticaland billions and billions of dollars being infused. Here, it's just moreimportant than ever that wwe're teaching and we're coaching and we'rehaving conversations about how to invest those resources. Our time andour money in the right strategies in the right topic tactics know. I talk alot about on the show that the...

...statistic of ninety five percent ofinnovations that are brought to market you know failed to reach any adequatelevel of customer adoption or Financial Ri, and this show is really here toremedy that and I feel like it's more important than ever, because so manyinnovators are coming up with incredible ideas: incredible solutionsfor some of the most difficult problems that we're facing, and I want to makesure that we're all coming together to kind of more incubate and support eachother in this ecosystem, so that those innovations can successfully get intothe hands of the people that need them. The most I don't now with two thousand and twenty being sucha year of change and coq, embracing that change nurturing that change ineven you know. Earlier in the Pandamic, a primary focus was hiviting hiviting, that business pivotyof that inmovation to not just survive...

...but actually sustain through a pandemicor any any business condition. So we're not just STOLF pipbing into a candemic situation,but really any kind of volatile market conditions, but so based on change. How, or is theshow changing with the name yeah, so I mean I would say thatbesides the name of the show, everything else will really stay thesame. It's still about innovators, it's for innovators, from innovators, aboutinnovators, that are in the market, and that is going to stay the purpose ofthe show going forward, because I just think that sharing our stories witheach other is is really building community and really being able to helpeach other. So that will definitely stay the same, and I think it you knowkind of to your point around pivoting. So, like you said so, pivoting has been.You know a business strategy that we...

...kind of have to look at at differenttimes in our business way before the pandemic. But that isalso a big part of the conversation. Here is being honest about. You knowwhether I need to close my business and then being honest and kind of reallyintelligently, exploring some pivot strategies. If our original businessmodel is no longer successful because of everything, that's changed since thepandemic and so being able to explore those different paths to profit thatmight, we might be better suited for our business, going forward going intotwenty ind tntwothosand and twenty one excellent. So what would be the mainidea that you would like viewers and listeners to take away today? I would say you know it's a lesson learned that it is sodifficult. Even when you intellectually know all of these best practices, it'sso hard to... be able to apply them yourself. Makesure that you have advisors and mentors and consultants that you're surroundingyourself with that are willing to tell you the truth, and you know justcandidly, you know. Sometimes we have to admit that we're wrong and thatwe've been leading our teams down the wrong path that you know and we've gotto be honest and have selfawareness about that, and then do the right thingand make the changes. Because, like I said you know, the show show was neverreally intended to be about me. I was always wanting to shine a spotlight onthose innovators that are in the trenches, and you know, like I said,giving them a platform to be able to share their stories. So just thebiggest takeaway is, you know, being selfaware being honest and admittingwhen we we're wrong and then adapting our strategy no different than I tellother people adapting your strategy when you realize that you are goingdown the road, the wrong path... rite, that it's quickly as possibleyeah, so the health innovator show is who we are going forward, and I hopethat that's resonates more, that people feel like they belong here and tune inand share it excellent. Well, I think that's those are my questions for today.So again, this is why you watch a gloopy with legacy DNA and keep onwatching the show. Thank you if you, Dr Roxy, thank you so much for listening. I knowyou're busy working to bring your life changing innovation to market, and Ivalue your time and attention to get the latest episodes on your mobiledevice automatically subscribe to the show on your favorite podcast APP likeapple podcast, potify and stitcher. Thank you for listening, and Iappreciate everyone who shared the show with friends and colleagues, see you onthe next episode of Health Innovator.

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