In this episode, we chat with Peter Sum, Growth Manager at OpenCare. OpenCare is a startup focused on connecting patients to exceptional dental care, which means only recommending the top 10% of dentists in the city. Learn from Peter the secret on why the OpenCare team spent $10K on customer surveys, the framework he uses to get actionable insights from tremendous data and why it’s important find the balance with creative and data-driven side of marketing.
“Smart marketers don’t just test things. You have to be purposeful with your test. Know why you’re doing things.”– Peter Sum
What You’ll Learn In This Episode
- Why OpenCare spent $10,000 to survey the population when it comes to behaviour in health.
- What frameworks they used to get actionable insights from tremendous data
- With such a focus on performance, LTV, metrics how can marketers find balance with the creative branding side of marketer where it’s much harder to measure things
Some Quotes From This Episode
“Be adaptable and thriving to change is really important if you want to get into growth marketing. “– Peter Sum
“The successful marketer is able to think of things as problems waiting to be solved.”– Peter Sum
“Making the right decisions is more important than moving really quickly and doing random shit.” – Peter Sum
“The pace that things are changing can’t keep up with writing textbook and throwing it into a class. By the time you’re learning it in class, everything’s so different.”– Peter Sum
About Peter Sum
With a degree in Consumer Behaviour from Western University, Peter is passionate about finding the right combination of research, analysis, intuition, creativity, and determination to drive impactful growth at OpenCare. Prior to OpenCare, Peter worked as the Growth Lead at Uken Games, a startup in Toronto that builds beautiful social games that make people stare, smile, jump, and feel awesome inside.
Show Notes
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2:10
How he got to where he is right now
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2:47
When his exposure to entrepreneurship started
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05:01
Mobile Games starting to take off
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06:02
Came across OpenCare
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08:38
Education is not preparing people in tech
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09:21
Peter’s learning process
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11:31
Blurb about OpenCare
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12:51
Their focus on the patient side
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14:19
What his role looks like in terms of the patient’s side
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16:11
The things they’re really trying to do
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19:39
What the funnel looks like for the patient’s side
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21:28
The modern day growth marketer
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21:58
People became so much data driven
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24:22
Being more insight driven
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24:56
How he don’t lost the data
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26:03
Why he sounded like a user researcher
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27:14
His ideal growth team
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30:49
Advice to people trying to get into growth
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Links
Music By The Passion HiFi www.thepassionhifi.com.
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