Episode 03: The Future of Healthcare: How Direct Primary Care is Changing the Game with Dr. Alex Santiago
@brighthealthdoc
Dr. Alexandra Santiago, Founder of BrightHEALTH Family Medicine & Wellness in Frisco, Texas
Authenticity in Marketing: Why Being Real Wins Every Time
Want to build a brand that actually connects? Authenticity is the key. Here’s why showing up as the real YOU is the most powerful marketing strategy—and how Dr. Alex Santiago’s approach proves it.
Marketing today feels like a never-ending game of Who Can Be the Loudest?
Every day, there’s a new trend, a new platform, and a new expert telling you what you should be doing to grow your brand.
💡 “You HAVE to be on TikTok.”
💡 “Instagram Reels are the only way to get engagement!”
💡 “Long-form content is dead—keep it under 10 seconds!”
And honestly? It’s exhausting.
It’s easy to feel like you’re constantly behind. Like if you don’t hop on the latest trend right now, you’re going to miss your shot.
But here’s the truth: The most powerful marketing strategy isn’t about chasing trends or trying to go viral. It’s about being authentic.
It’s about showing up as YOU—your story, your expertise, and your unique way of connecting with people.
Because no matter how much social media changes, no matter how many new platforms emerge, one thing stays the same: People buy from people they trust.
And trust is built through real, honest, and authentic marketing—not through constantly trying to keep up with every fleeting trend.
Why Authenticity Matters More Than Ever
Think about the brands, businesses, and influencers you actually follow, engage with, and buy from.
What do they all have in common?
✔️ They don’t try to be something they’re not.
✔️ Their messaging feels personal and human.
✔️ They show up consistently, no matter what.
People aren’t looking for perfectly scripted marketing. They’re looking for brands that feel real, relatable, and trustworthy.
And that’s exactly why authenticity is your biggest marketing superpower.
Dr. Alex Santiago: A Perfect Example of Authenticity in Action
This is something I talk about all the time on Heart of the Hustle, and my conversation with Dr. Alex Santiago was the perfect example of how authenticity isn’t just powerful—it’s necessary.
Dr. Santiago didn’t build Bright Health by following the same old healthcare model. She didn’t do what everyone else was doing.
She built her business by listening to what patients actually needed—and then creating a model that put them first.
💡 Instead of dealing with insurance headaches, she made care accessible through a simple monthly fee.
💡 Instead of rushing through 15-minute appointments, she takes the time to truly listen to her patients.
💡 Instead of working in a system that leads to burned-out doctors, she built a practice that allows her to serve with passion.
She saw a problem, she knew what she stood for, and she created a business that reflects her values and expertise.
And because she’s so clear on who she is and what she believes in, her patients trust her.
That’s the power of authenticity in business.
When you stop trying to fit into someone else’s formula and start owning your voice, you don’t just attract clients.
You attract the right clients.
The ones who truly value what you do.
The ones who become your biggest advocates.
The ones who stick with you for the long haul.
And THAT is how you build a brand that actually lasts.
What This Means for YOUR Marketing
If you’re constantly second-guessing yourself, thinking:
❌ “Maybe I should be doing more…”
❌ “Maybe I should sound more professional…”
❌ “Maybe I need to be more polished…”
I want you to take a deep breath and let that go.
Because the truth is—your audience doesn’t want a perfectly curated version of you.
They want to know:
✔️ Why you do what you do.
✔️ What you stand for.
✔️ How you can help them.
When you focus on showing up as YOU—your quirks, your insights, your real personality—you’ll start attracting people who truly resonate with your brand.
And that? That’s when marketing becomes easy.
Because when you stop chasing what’s trendy and start focusing on what’s real, everything falls into place.
Why Authenticity Matters in Marketing
Think about the brands, businesses, and people you follow online. The ones you actually engage with.
Now, ask yourself: Why do you follow them? What keeps you coming back?
It’s probably not because they have the fanciest website or the most perfectly curated Instagram feed. It’s not because they use the trendiest buzzwords or have a flawless sales pitch.
It’s because they feel real.
What do the best brands all have in common?
✔️ They don’t try to be something they’re not. They own their voice, their quirks, and their unique approach.
✔️ Their messaging feels personal and human. They don’t sound like a corporate robot—they sound like a real person talking to real people.
✔️ They show up consistently, no matter what. They build trust over time by being present and delivering value.
And that last point? That’s key.
Authenticity = Trust. And Trust = Everything.
Marketing isn’t just about getting attention—it’s about earning trust.
And in business, trust is everything.
If your audience doesn’t trust you, they won’t follow you.
If they don’t trust you, they won’t engage with you.
If they don’t trust you, they definitely won’t buy from you.
The second people sense that you’re being anything other than genuine, they check out.
Because let’s be real—no one likes feeling like they’re being sold to.
We’ve all been there. We’ve all landed on a website or a social media page that just feels off. Maybe it’s too polished. Maybe it sounds scripted. Maybe it just doesn’t seem real.
And when that happens? We hit the back button. We scroll past. We move on.
The Difference Between “Marketing” and Building a Brand
The problem with most marketing strategies?
They focus on tactics, not connection.
🚫 They’re about hacks and algorithms, not relationships.
🚫 They focus on selling, instead of serving.
🚫 They try to game the system, rather than build something meaningful.
But the businesses that truly last—the ones that create loyal customers and raving fans—understand that marketing isn’t just about getting the sale.
It’s about creating trust so that when the time does come to buy, there’s zero hesitation.
Because when your audience believes in you, they don’t need convincing.
How to Show Up Authentically in Your Marketing
So how do you actually build authenticity into your marketing strategy?
✅ Be yourself. Don’t try to copy what’s working for someone else—own your unique voice.
✅ Be transparent. Share your wins, but also your struggles. People connect with honesty.
✅ Be consistent. Show up regularly, and let your audience get to know the real you.
✅ Focus on relationships, not sales. Serve first. The sales will follow.
The more real, relatable, and trustworthy you are, the more your audience will connect with you.
And in marketing? That’s the ultimate advantage.
How Dr. Alex Santiago Built Her Brand Through Authenticity
In my episode with Dr. Alex Santiago, she shared her journey of breaking away from the traditional healthcare system to build something better.
She runs Bright Health, a direct primary care practice in the Dallas-Fort Worth area. Instead of forcing patients through the headache of insurance, she offers a simple monthly fee that gives them direct access to care.
And let me tell you—this model is a game-changer.
Dr. Santiago didn’t start Bright Health to follow a trend. She did it because she saw a massive problem in the healthcare industry.
She saw patients frustrated with long wait times, surprise bills, and doctors who barely had time to listen.
She saw physicians burning out trying to keep up with the demands of insurance-driven healthcare.
She knew there had to be a better way—so she built it.
And THAT is the kind of authenticity that attracts loyal clients and raving fans.
She’s not just another doctor. She’s a doctor who actually listens. A doctor who is changing the way healthcare works. A doctor who built a business around what she truly believes in.
And guess what? That’s why her patients love her.
Because she’s real. Because she’s different. Because she actually cares.
This is EXACTLY how marketing works, too.
How to Use Authenticity in Your Marketing
If you want your brand to stand out, forget trying to impress people and start trying to connect with them.
So many business owners and entrepreneurs spend way too much time worrying about whether they’re doing marketing the right way.
📌 Should I be posting more videos?
📌 Do I need to be on TikTok?
📌 How do I make my content look more professional?
But the real question you should be asking is:
"Does my content actually feel like ME?"
Because that is what makes marketing work.
Not perfectly curated posts. Not trendy, short-lived strategies. Not trying to copy what’s “working” for someone else.
The brands that stand out—the ones people actually engage with and buy from—are the ones that feel real, human, and relatable.
So, how do you bring more authenticity into your marketing?
1. Stop Hiding Behind “Perfect” Content
Here’s the problem with perfectionism in marketing: It creates distance between you and your audience.
People don’t connect with flawless, overly scripted content. They connect with realness.
If all your content feels too polished, too professional, or too corporate, people will assume that:
You’re just another business trying to sell to them.
You’re not relatable or approachable.
You’re not someone they can trust.
And when people don’t trust you, they don’t buy from you.
That’s why showing the real you is so powerful.
What to Share Instead of “Perfect” Content
If you want to build real trust with your audience, start sharing content that actually reflects who you are.
🎤 Your journey—the good, the bad, and the ugly. Share the challenges, struggles, and lessons you’ve learned.
🎙️ Your behind-the-scenes moments. Let people see what goes on in your business. Show them the process, not just the polished final product.
📢 Your real thoughts on your industry. Have an opinion. Share your insights. Don’t just repeat what everyone else is saying.
Example:
Dr. Santiago could have built her medical practice like every other doctor—but she didn’t.
Instead of following the broken insurance-based model, she told her story.
She shared her frustration with how traditional healthcare was failing patients. She let people in on why she created Bright Health—to offer direct, affordable care without the hassle of insurance.
Because of that, her brand resonates with patients in a way that traditional clinics never could.
And that’s how you build a brand that people believe in.
2. Be Clear About Your Values
What do you stand for?
What do you NOT stand for?
Your audience should know this immediately when they come across your brand.
Why?
Because clear values attract the right people—and repel the wrong ones.
If your marketing is too generic, it won’t connect with anyone. But when you clearly communicate what you believe in, the right clients will find you.
Example: How Dr. Santiago Built Her Brand Around Her Values
Dr. Santiago didn’t just start a healthcare practice—she created a movement.
Her business, Bright Health, is built on:
✅ Accessibility – She offers direct, affordable care without insurance headaches.
✅ Transparency – Patients know exactly what they’re paying for—no surprise bills.
✅ Patient-First Care – She takes the time to actually listen, instead of rushing through 10-minute appointments.
She doesn’t just talk about these values—she built her entire business around them.
And because of that, she attracts patients who value her approach.
How to Define Your Brand Values
If you’re not sure what your brand stands for, ask yourself:
📌 What do I believe in?
📌 What frustrates me about my industry?
📌 What do I want to change?
Then, make sure your marketing reflects those values.
For example:
🔹 If you believe in honesty and transparency, don’t be afraid to talk about industry issues that no one else is addressing.
🔹 If you value community, highlight your connections with your customers and audience.
🔹 If you stand for education and empowerment, create content that teaches and informs.
The more you own your values, the more you’ll attract clients who align with them.
3. Show Up in a Way That Feels Natural to YOU
Not everyone needs to be on TikTok.
Not every brand needs a sleek Instagram aesthetic.
Marketing should feel natural—because if it doesn’t, you won’t stick with it.
How to Choose the Right Marketing Channels for YOU
Instead of forcing yourself to do what everyone else is doing, focus on marketing that:
✔️ Feels easy – If it’s too complicated, you won’t do it consistently.
✔️ Feels natural – If it doesn’t fit your personality, your audience will sense it.
✔️ Works with your strengths – Play to your skills and comfort level.
Here are some examples:
🎥 Hate dancing on Reels? Don’t do it. There are other ways to engage visually.
🎙️ Love talking but hate writing? Start a podcast or go live on social media.
📧 Prefer deeper, more meaningful conversations? Build an email list where you can connect on a more personal level.
The key is to find a content style that actually works for YOU—not one that makes you feel stressed and drained.
Authenticity = The Most Effective Marketing Strategy
At the end of the day, the best marketing strategy is one that:
✔️ Feels like an extension of who you are.
✔️ Builds real connections with your audience.
✔️ Is sustainable long-term because it doesn’t drain you.
When you stop trying to fit into a mold and start owning your voice, everything changes.
Because people don’t just want content.
They want connection.
And authenticity will always be the fastest path to that connection.
Struggling to Create Authentic Content? Let Me Help.
I know marketing can feel overwhelming—but it doesn’t have to be.
That’s why I created Heart of the Hustle Studio—to make content creation easy, effective, and stress-free.
🎤 You come in for a one-hour interview—no prep, no stress.
📲 We turn it into a full month of content—videos, captions, blog posts, and more.
🔥 Everything is built around YOUR voice—so it feels natural and real.
🚀 Want to create content that actually works? DM me to book your session, and let’s make it happen.
And if you want to hear more about how authenticity works in business, check out my conversation with Dr. Alex Santiago—watch it on YouTube or listen on your favorite podcast platform.
Let’s create content that feels like YOU.
#AuthenticMarketing #HeartOfTheHustle #SherrySutton #AlexSantiago #BrandStrategy
