It was cool to be able to, like, start seeing my personal brand grow. But then also myself and my work started growing like, reps would read it reach out to me like, Hey, I'd like to pick up your line. Like can I be able to sit down and talk with you?
Hey, everybody, welcome to the podcast. It's so great to have everybody here. And today I have an absolutely special guest. His name is Johnny Cafaro. I am a huge fan of his and we actually bumped into each other on LinkedIn. And since then, I have been amazed at watching his professional and personal brand. Absolutely blow it out of the water, all for the sake of helping more people in the healthcare industry. So Johnny, I'm so excited to have you on the show today. Thank you so much for joining us.
Yeah, Claire, happy to be here. I mean, I'm excited that you reached out and wanted to talk to me. So let's do this.
Oh, my gosh, awesome. Excellent. So listen, Johnny, I want to give you a chance, if you would, for everybody here who doesn't yet know You,
oh, I've been in the medical field. I always tell people my whole life. Because I was born with that hip disease like cap parties. And so I felt like there's got to be something in this world that light can go towards like hips or medical or help people because I had to get a couple of hip replacements. And I found out there was a sales rep in the ER that sold these products that go into patients. I'm like, I need to do that. And so I started off my career with Stryker orthopedics as a sales rep in Washington State, covered up in Spokane, where you live Claire and moved over to Tri Cities Yakima all over the place. And I was like, so I looked at I looked up some leadership qualities within the art industry. And a lot of leaders have marketing and sales or marketing and engineering or something along the lines where they did had more trades within their bag. And so in my case, I'm gonna go into marketing. So I looked up a company called Warzone development. And I was a hip product manager there for a couple years, and then moved on from there and became a global manager, then Director of Sales for a company called the United Orthopaedics. And then just recently came back to Stryker about six months ago, on the hip product downstream for the hip side. So I mean, full circle, I have a Stryker hip in me, and I work for Stryker and managing the hip side on the marketing. So it's, it's awesome. I mean, it's a really cool, full circle story.
Yeah, it truly is. You know, it's funny, the folks that I work with, you know, they're all in medical sales of some kind. And I find that each of them are drawn to medical sales for very unique reasons. Yes, it's an industry that can be traditionally known for making a lot of great money, having a lot of flexibility in your life, but also, it can be an incredible grind. But I find that people that stay tend to do so because they have a tie to the industry, whether it's personal, or they know somebody who's gone through, you know, rigorous cancer treatment, or they've lost a loved one, and it hits them right in the heart. And so I'm really inspired by people like you who come to the industry who have this personal tie. So you know, when you were a kid growing up, what did you What did you dream that you were going to be later in life?
Yeah, I mean, I had a couple soggy. And I wanted to be a lawyer in New York City, dressed in a suit and tie and have a briefcase walking up and have my driver pick me up. Or I wanted to be, I wanted to be Tom broke off on MSNBC news, and the news and all that stuff. And so had get the college and we had to go to English. And like, I did a lot of writing in this. In broadcasting, I'm not doing this. I do not write well, I do not want to write papers. So I'm gonna go a different avenue. And I just went into cells instead. So but yeah, they've been that those are the two biggest ones that I wanted to do. And I definitely fell short from both of the house.
Well, you know, what, I, you know, you you don't give yourself enough credit. You know, I love it about you. But I would say one thing that I see consistently, whether it's chatting with you, or when I see any of your content that's online, is you're always incredibly positive. And you clearly know how to develop relationships. And these days, you know, sales, if you had been in a sales training 1520 years ago, it would have been challenged or selling and maybe an intro to consultative selling. We want to be competitive today. That's that's, you know, dinosaur stuff. Right? I mean, so So today, it's so much based on relationships, which I guess it always has been, but especially in the last two years, I really want to hear from you how it's changed fundamentally, by the way, you're able to actually get in front of people and start attracting them to you instead. Because I see you on social media and you develop this incredible, approachable, fun and intelligent brand. And I feel like that's the way the future.
Yeah, no, absolutely. So I mean, I just wanted to start talking about relatable stuff and content that was I mean, positive and uplifting because there's so much negativity in the world, right? I mean, you turn on the news, and it's all fires, wars, anything, robberies, that I mean, it's, it's terrible. And so my, my nickname growing up is smiling John and Carol. And so it's like, because I'm always smiling, I'm always happy, always just know, there's, it's always going to be okay. And so, if I can portray that in social media and my own brand, and people can relate to it, I think that's the biggest key because a lot of people aren't going through the same issues that you are, but they don't want to talk about it. But if somebody else is talking about it, then you can be able to build a network and be able to help those people and people were gonna reach out to you on by private message and say, Hey, like, I really liked your posts really inspired me? Is there a way that like, we can connect so you can help me through whatever I'm going through? And then vice versa? Is this like I walk into a building and people already know who kind of who I am because of that, because my own personal brand? And like I was telling you earlier, I'd have to like create my own persona and walk into a hospital like, Hey, Johnny, Utah's here, don't worry, like, you'll remember point break back in the 80s. And everyone's like, wait, you live in Utah, and your name's John. He's like, that's perfect. But now, I don't have whatever works. Yeah, exactly. I really don't have to do that. Because I've built trust. I've built relationships. I've built a network that people can be like, hey, Johnny's a trustworthy guy. He knows what he's talking about. And she can be able to deliver on what he's what he says.
I think that it's beautiful to see this new wave of companies and professionals leveraging a personal brand. But you know, you and I have talked many times about how it's not easy, and most people don't even know where to start. So can you take us back a little bit to when you started thinking, hey, you know, I've got a voice, I've got something to say I have a, I have a story that I feel like will resonate with other people. And I'm gonna give this personal brand thing a try. Can you can you walk us back there and tell us sort of how you began?
Yeah. So I mean, like you said, I have a story. And I wanted to be able to share a story of what happened to me and how I overcame three hip replacements and how to overcome losing my job and trying to figure out how to get a job. And so like, my content is relatable, because everybody has gone through that everyone has been fired, maybe. I mean, knock on wood, some people haven't. But everybody has had injuries or issues on those kinds of things. And so I'm like, you know, I'm going to tell my story. And I'm not going to care, what, who likes it, or how many views I get, I'm just gonna go with it, and be consistent. And I just started posting and, like, I just turned my phone off. And like, I don't know how this is gonna take. This is kind of scary.
Let's check it out in the morning and see how we feel
exactly right, I turn off my phone. But then like, it started, like getting traction. And then like, it was actually really cool, because I was getting messages like, thank you so much. You really inspired me today like that I really needed to hear those words to them. Like, maybe we're onto something here like this can be really cool to be able to continue to sell, sell myself, but like, I'm not really selling myself. I'm just trying to tell people who I am. But then that also builds people to know, like, Hey, I kind of know who John is, maybe I'll buy his product, or maybe I'll eat, I'll start talking to him. Or maybe I'll be able to, I mean, work with him or collaborate with him on something because he's got something else. And so that's how I started it just I just did it. And a lot of people won't start because they're scared of what people are gonna think about them, or do I look like I'm like having ego because I'm posting a picture about myself. And if you go through my, if you go through my LinkedIn, like, most every single post of mine has a picture of me. Or I'm in a picture with somebody, because it's still my brand. It's still my page, but like, I'm talking about something completely different. I'm not saying hey, look at me, here I am, I'm in a suit or look at my shoes. I also want to be able to make sure like, every time I do posts like they're seeing me I'm coming up on their feed I'm coming up because not just my name because an image goes a long way. Right? And so instead of just words and so I think that's where I started and I mean it was cool to be able to like start seeing my personal brand grow but then also myself and my work started growing many reps would read it reached out to me and like hey, I'd like to pick up your line. Like can I be able to sit down and talk with you reps? I would never even heard of a company that I was working for. Were beforehand. And like, wow, this is this is good On the work front, too. So it's like, if you can combine both. It's you got a home run, right? Yes. Where do you start? And I always tell people start with a story that you went through that people can relate. And then I mean, and then have a positive twist on it and how you came out of it? Because that's, that's what people want to hear.
Yeah, yeah. And, you know, I think if I could go back to many of the stories throughout my career, that made an impact on me, all of them have a business lesson whether or not I realized it.
So true.
I worked closely in support with this rep down in Los Angeles, and she was a phenomenal human being one of those people. So funny that you were definitely shooting milk out your nose by the time you're riding along like she's hilarious. effortlessly. Hilarious. Yeah. But one thing I learned from her is we would go into these accounts, and we would see our competitors all over the or we'd see our competitors kits in the pathology lab. We I mean, it was a very, there was a lot of competition in our Absolutely, she knew every single person their competition or not, on a first name basis, knew their kids names, high fiving them in the hallway and hanging out during lunch. And initially Johnny ice I truly didn't understand. Initially, I thought, Well, wait a minute, we are competitors, like we should be at each other's throats and like, what, what's what's going on? And in in reality, it was such a breath of fresh air because it wasn't a it wasn't a feeling of intimidation, yeah. Instead, it was a feeling of camaraderie and this incredible perspective that we're all making it at the end of the day, we're all busting tail. And the whole point is to help patients thrive in the end. And you know what, I never forgot that. And who can relate to that?
Exactly. And like, that's the same thing with me because I've been a patient in, right. And that's how I kind of approached going into sales is like, Listen, I've been a patient, I know what happens, like if something goes wrong, like I know, like a tray is not ready to go or to unsterile or someone poked a hole, and it causes so much animosity and craziness. And when I came in, and like listen, competition or not, like I've been a patient, I want to make sure that all the patients that I'm helping are taking care of are going to be okay. And so that's why like I made friends with everybody in the hospital, I'd be like making sure like, at one point, like I was helping another rep, like, Hey, your case is going to want me to grab something for you and vice versa. And that's what you just said is you build camaraderie. And that goes so much further than, like hate or like trying to destroy someone, because the pie is so big, like, let's be honest, like everybody doesn't understand, like, I know, there's territorial people and all that stuff. But if everybody can help each other, there's enough piece of the pie for everybody.
That, you know, obviously there's competition with anything that we do, but by not focusing on it, and instead focusing on the end result, which is, like you said, helping patients, you know, putting yourself either literally or metaphorically in the shoes of the end user of your product. That's powerful. And that's why I love working with medical salespeople. Because all all sales is is great in its own industry. But there's something special about medical sales because you really affect the livelihood of other people. If I'm getting chills as we're talking about the
same trick. I mean, I've been there. I mean, I've been the patient had been the sales rep. I've been on the marketing side, and it's it's so much fun to be able to see all the collaborative issue. I mean, everything coming together in one like all the collateral that I'm creating right now goes out to the Salesforce to train the surgeons to do the surgery to make sure the patient comes out perfect. Not perfect, but healthy. Yeah, yeah. Well, perfectly. Yeah, exactly. Yeah. Yeah.
Okay. So you know, let's be real here for a second. When you're starting to build a personal brand, and you work for somebody else. How did your family and friends react? Did they have a reaction? Were they were they skeptical of what you were doing? Were they confused? Were they even talking about it? What was that? Like?
Yeah, and I mean, so I mean, most of my family members are on LinkedIn. I don't have any other social platform. And so my, my brother in law was making fun of me, like, Why do you keep blasting yourself? This is like a, this is a business platform. You're just talking about yourself? I'm not really just talking about myself. Thank you. And I mean, at first everyone thought it was silly, and everyone thought it was I mean, what are you doing? Even my I mean, I can say it now. But my employer, my ex employer was just like, not happy about me building a personal brand because they saw me becoming almost bigger than them. And and so it's just like you You can't be a spokesperson, you can't be this, but I was like, I'm not doing anything. I'm just showcasing our product and what we're doing and, but I feel like a lot of people are gonna judge you, and you have to be okay with like, your made a choice, and you're gonna continue it. Because if you start listening to the naysayers, you're starting to listen to anybody that's going to bring hay or anything like that. I mean, you're gonna stop. But if you have a bat, if you have a backbone and a strong thing, like you have a purpose, you know where you're going. Nothing stopped me. I mean, thanks, guys. I'm gonna keep still posted. You can like it if you want. I mean, at first, I was just sending the link of every post that I would do to a family group chat, just as people off. Yeah, just be like, Hey, do you guys want to like this? Like, what do you guys think, and I'd get funny jokes back or whatever making fun of it. But like, in all reality, like it started catching on. And then like my brother, he started to be like, Oh, this is great, we need to be able to do this. And then confero shoes, LinkedIn page has gotten bigger and bigger, just because he saw the presence of what mine was doing. He's like, Okay, we got to, we got to do something. And so I feel like if you do it long enough, people will follow if you're doing it correctly. And I think that's the cool thing. Because you want to be a leader, you don't want to be a follower. And so if you already have a decision that you're gonna do it, keep doing it, don't stop and follow somebody else's lead.
I love that. I love that. And you know what, listen, for anybody who's in the field out there, like you already know how hard it is to get in front of our customers right now. I mean, the last couple years has been, you know, every version of a hybrid environment. So just even beginning to start on this train. I mean, already, you're putting yourself in front of your customers, by using one of these, and I'm holding up my iPhone. And truly, I think that's, that's the way that companies are starting to wake up and endpoint as well, because I see companies even like LinkedIn, you know, deeply investing in the creator community, I see companies out there who are focusing so heavily now on creating these internal brand champions. And it seems to be the way that business is going. Because, look, at the end of the day, we still want to work with people we like, yeah, and that's the person.
Yeah. And the thing is, like, I think where we need to start adapting as companies and as individuals is that a long time ago, we never really marketed to patients, right? We only really, truly marketed to surgeons, or healthcare providers, or that's the marketing material that we would have. But now like now that everybody is on a social platform that everybody's on LinkedIn, or their mother, their father, their grandma, they're gonna look up their surgeons on LinkedIn, or social platforms and check them out. And if you're a rep, or an individual, or sales manager, and you're posting something, within like, five square miles, you're gonna get maybe 1000 views on your very first post within that area, let's say in Oklahoma, and people are gonna know who you are, right? And so that's going to be huge. Like you said, you can't get into offices as easy. You can't get into clinics as easy. But you can send us you can do a single post, talking about who you are starting the conversation, and maybe 10 surgeons saw that post that day, and then you wouldn't have had any. And so like, that's where you start creating your own brand within your own work environment as well.
Yeah, yeah, absolutely. It probably encourages other people on your team to sort of take charge as well. Have you seen that? Have you seen kind of like a influence on your team of like, Johnny's doing if Johnny can do it? I'll give it a try.
No, absolutely. So I mean, if you look back over the last six months, take my boss, my boss's boss, everybody has started like jumping on the LinkedIn bandwagon. It's been awesome. Because you got to be able to showcase what you're doing, right? And it's fun to be able to show, hey, we're at this event, or we're showcasing this or we're doing this and at first, like people would only like the company page, or they would only share the company page instead of showing what they're doing. But I think everybody as you can see, like, it's gotten bigger and bigger, and everybody's starting to like come on, like my boss didn't even have the LinkedIn app on his phone.
You're bringing buddy. I was like, come
on, like let's go. And but then it was just like after that, like, he was like, I love it. This is great. It's more exposure. It shows everybody what we're doing and it's it's just it's not everybody's cup of tea. But if you can be able to get people behind it and show what you're doing is good. I think a lot of people will follow up with you.
I think so too. I think so too. I think it's a rising tide lifts all ships but also you know, it's it's less scary when you don't go it alone. For a lot of my clients. We talk about Bill
