Episode 37: A Journey Through Modern Marketing – Privacy, Performance, and Purpose

In this episode of The Digital Clinic, we explore the transformation of performance marketing in regulated healthcare with Ethan Peterson, Performance Marketing Manager at Vibrant Wellness. 

Ethan shares how privacy constraints have removed the “crutches” of easy retargeting and precise tracking, forcing marketers to develop stronger creative, clearer messaging, and a deeper understanding of the customer journey. We discuss the practical realities of managing B2B2C campaigns under HIPAA compliance, why tracking deeper into actual revenue conversion outperforms traditional lead-based metrics, and how AI tools are transforming creative development without replacing strategic thinking. From building custom GPTs trained on brand voice to optimizing for AI search, Ethan reveals how healthcare marketers can thrive by embracing privacy-first strategies as opportunities rather than obstacles. 

This episode delivers actionable insights for discovering new pathways to performance in privacy-constrained environments, demonstrating how compliance requirements can elevate marketing effectiveness and drive measurable business results. 

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Personal Connection to Performance Marketing  

Aaron Burnett: You are a performance marketing manager with Vibrant Wellness. We are an agency that focuses on performance marketing for privacy-first industries, including companies like Vibrant Wellness. So, for us, it’s healthcare and med tech and pharmaceuticals, and government. I am very curious about your purview there, and then I’m also curious about your compliance stance, your company’s compliance stance, and then we can talk about what that means for performance marketing. 

Ethan Peterson: Performance marketing is a cool place to be. My background, I feel like getting here to this job now, has just been so many little things along the way, kind of a breadth of all of marketing, where I’ve been doing email marketing into SEO, ads, into organic social, and that all comes together here in performance marketing. I love working with Vibrant Wellness. They’re awesome. I feel pretty passionate about what I do because I actually used one of their tests back in 2020 to get diagnosed with Lyme disease, and that started a whole journey. So, I was down for the count for a little while and then got back into things. Got back into school. Now it’s led me here to understanding Vibrant and saying, Hey, I feel purposeful about this because I took your test. It helped me feel better. Now, hopefully I can do that for others. And so, I think that’s one thing, going with what you’re asking with performance marketing, is you have to be passionate about it. Passionate about getting the right things to the right people. How I do that, it’s a lot of trial and error, a lot of testing, a lot of trying to find the right data, trying to understand what the patient or the provider might be feeling and looking for. 

Privacy-First Infrastructure at Vibrant Wellness 

Aaron Burnett: I think most folks listening will know that there’s a lot about privacy regulations that is unsettled. You have guidance from HHS as of 2022 that’s highly restrictive, that says you can’t do all sorts of things, and really says you can’t use any third-party tracking. And so, you have some organizations who took a compliance stance, which says it all has to go. There’s no third-party tracking. We don’t share anything with anybody. You have other people who’ve been much more laissez-faire. Let’s just see how this settles out. See what case law develops, and maybe left some third-party tracking in or left it all in. And then most organizations are somewhere in the middle of that continuum. So, from a performance marketing perspective, what is the privacy landscape there? What’s your infrastructure? What are you allowed to track and share with third parties in particular? And then what does that mean for what you do? 

Ethan Peterson: Vibrant Wellness, we really err on the cautious side. We want to respect everyone’s privacy and are with the mentality of, hey, if it’s questionable, just don’t even do it. We use all the different advertising platforms. Google the most heavily, LinkedIn, Meta, trying to dig into Reddit, trying to get there too. But a big problem with that is you have to share the data you’re receiving back to those companies. We have a partnership with FreshPaint, where they hash all the data and get it to us, where they remove the HIPAA information from the patient information to make it compliant. And we have a really strict setup with them. So, some days I still feel like I’m flying a little bit blind sometimes because we just want to be cautious. And so that’s our stack with how we’re doing things, where FreshPaint is hashing that data. We use our HubSpot for everything, and we have a BAA. Is that the right word I’m using? 

Aaron Burnett: Yeah, that’s right. Business Associates Agreement. 

Ethan Peterson: Yes. Thank you. With HubSpot. And so, everything is compliant there as well, and we’re not giving that data back to anyone else. We keep it, and we limit what we do. Even with retargeting campaigns, it’s all fairly high-level. So, when it comes down to it, a lot of what we have to focus on is our messaging. When we are targeting people on Meta or Google, it’s aware of where they are in that customer journey based on what they’re searching, what they’re following, interests, things like that. We really value that privacy and remain compliant everywhere we can. We have plenty of cookie banners that’ll pop up and make sure everything’s accepted. And yeah, we’re really cautious there on that side. 

The B2B2C Challenge 

Aaron Burnett: So, let’s talk a little bit about what you’re trying to achieve. What is your goal? Are you optimizing for leads, are you optimizing for transactions, or are you optimizing for something maybe even deeper, like some lifetime value metric? 

Ethan Peterson: Yeah, it’s a little bit of both. Vibrant is really unique. Maybe not unique, but just special in the case that we are B2B to C. So, we only sell our testing to providers. They have to have their credentials, NPI number, everything like that, for them to be able to access and purchase our tests for their patients. So, I have the challenging job of not only targeting our providers and making sure they’re aware of the great tests available, but also targeting the patients to then create that bottom-up demand to go to their providers. So, with our provider side, it’s more signups and purchases that we have for our conversion goals. But with patients, it’s a lot more dedicated to leads, where that’s our main goal is to collect their information. And then from there, once they’re in our ecosystem, we have their information. We can give them the support to connect with their providers. We have a provider directory that has been a huge push. We actually just launched that this year. So, now the goal is to get the patients the support they need to discuss the testing with the doctor and get to the root cause of what’s going on and making them not feel good. 

Building a HIPAA-Compliant Data Stack 

Aaron Burnett: Yeah, I think that sort of two-pronged attack is pretty common in the space. We do that with a lot of our clients as well. Given the constraints around data collection, I assume, do you have some sort of a data store that allows you to bring together all of the platform data and combine it with some of your own data and see a little bit of a richer picture? 

Ethan Peterson: We use mostly everything in HubSpot natively where we can. I’m a big fan of HubSpot. I think it’s a great tool for us to use. We have some data analysts that are setting up some Power BI dashboards. That’s actually been more of a recent push to just say, hey, we have all this stuff in HubSpot, but it’s hard to bring in those data from our Google Ads to match our ad spend on what campaign is actually converting to what people, and matching all that up in HubSpot is a little bit more challenging. So, pulling it into a Power BI dashboard is what we’ve been pushing forward lately. We’ve also dabbled with Databox in there, which is some pretty cool functionality as well that I really like. Some of the more in-depth building of those dashboards in Power BI, though, I feel like, are a bit more helpful. 

Aaron Burnett: Having a HIPAA-compliant data warehouse has been a massive unlock for us. The ability to bring together all the platform data and then to normalize it so that you are looking at it in terms of the same naming conventions. You’ve normalized the greediness of Meta attribution versus attribution from other platforms, for example. And then we can integrate first-party data has given us a lot of clarity that we didn’t have when we were relying on platform data and platform reporting. In Vibrant Wellness, you’ve been with them a bit. Have they been focused on privacy and very careful with data for the entire period of time that you’ve been with them? 

Ethan Peterson: Yeah, for as long as I’ve been here, they definitely have. It’s been a big priority actually. I think only a month or two after I was hired, they hired another privacy manager across the whole company for everyone. So, I am sending everything to him as well, and we collaborate across all of it. 

From Crutches to Creative Excellence 

Aaron Burnett: You had previously worked in other industries that were not highly regulated, didn’t have the same data constraints. Compare those two experiences, and then I’m interested to know whether in the current experience, what you feel has been lost? Are you as effective as before? Something’s been lost; you’re not as effective? Are you more effective? And why? 

Ethan Peterson: My previous experience I worked at an agency for a while for building websites and doing SEO for small local businesses. A lot of doctors, dentists, lawyers, construction, couple of those types of businesses. And yeah, data was very different. I could put in all the tags I wanted. I could have lots of heat mapping, everything. Everything you could think of, I could put on their website. 

Aaron Burnett: You could follow people around everywhere they went. 

Ethan Peterson: Yep. Yeah. And that was really cool to see, especially for understanding our conversion rate optimization and kind of getting that picture. And now it’s a different game with Vibrant, where we don’t have any heat mapping or anything on our website. We are a little bit more limited in what we’re able to find before they sign up. Once someone gives us their information and we have those rights to be able to personalize some of that thing, then it makes it quite a bit easier to understand their journey. From the beginning of the story, it’s hard to collect that picture. So, effectiveness, I don’t know, it’s hard to measure because just different worlds. So I personally feel like I’m doing the same principles of things that I know to make sure I have good creative, make sure our branding is strong, make sure messaging is clear for people to go the right direction, making as little walls as possible for them to get signed up and get access to a provider. It is definitely different. Maybe it’s hard to be as detailed in effectiveness. But I think the principles still stand of understanding your funnel, understanding your consumer. 

Aaron Burnett: We also have worked with lots of clients in lots of industries. And prior to the OCR guidance, even in some of these highly regulated industries, you had much greater latitude to track and retarget and that sort of thing. Our experience after shifting to becoming fully compliant is, huh, I think it actually made us better marketers because you don’t have, there are all these things that were like the big red easy button that platforms gave you. Super easy to target audiences. Just define them. Super easy to retarget. You just follow them around. You beat them about the head and shoulders with a series of ads until they give up, and they come back and convert. In that context, because you could be so precise and sometimes relentless with your advertising, you didn’t have to pay as close attention to the user journey or the quality of the creative or ensuring the message resonated, and you were really guiding people through the process and drawing them in. And we find without those things, which we thought were absolutely essential, but turn out to be crutches, we’re quite a bit better than we were, and we’re actually driving better performance in this context than we did before. 

Ethan Peterson: It’s refining for me. It’s putting that pressure on to make a diamond out of it. Like you’re limited. I feel like that’s an interesting term, of crutches with those things. That’s how it is. It gives you, like, just do this, do this, do this, and it doesn’t make you as critical of a thinker about what you’re actually doing. 

Aaron Burnett: Yeah. We’ve had a similar experience with data. If you, again, the platforms make it really easy to track to lead conversion because that’s the thing that’s visible to them. When you can’t send that same signal back in the same way, we have ended up tracking deeper into the conversion process to the moment of sort of actual conversion when revenue is generated, which you can’t do in third-party platforms. But if you focus on that, okay, you might generate fewer leads, but you generate a lot more revenue and a lot more value. What was made hard and worried us at the beginning has turned out to be a good thing for us. How do you approach developing creative concepts and refining those concepts, testing, and figuring out what works? 

Creative Development and Messaging Strategy 

Ethan Peterson: I feel like I am, I’m okay with creative and design. I have a background in it, but I’m definitely not the best. I am so stoked about our designer on our team. He does a great job of actually putting together my vision. But a lot of creative isn’t even, I mean, it’s the visuals that they’re seeing, but it’s also in the messaging. Copy, I think, is so important. And I definitely go through so many revisions on just trying to think of one tagline. I talk with my best friend, ChatGPT, all day, trying to just dial in and think about this different way, and having 20 different options and combining and playing around with it so it can land and connect. And then from there, A/B testing and refining as it goes. Seeing, okay, hey, this keyword is doing a little bit better right now, and we’re seeing more there. Let’s put a little bit of budget behind that and making those adjustments. I think a lot of it is trying to think from the right perspective. Okay, am I targeting a patient with this ad? Am I targeting a provider with this ad? Is this going on a Google search, and they want to see what page they’re going to? Or is this a LinkedIn post that’s here to give us a little bit more brand recognition and credibility, but may not necessarily be converting? It’s top of funnel. Trying to think about all the aspects. So that’s typically my checklist of platform, of target audience. And even in that target audience, defining the personas and reiterating, and then making it all come together. 

Aaron Burnett: When you’re launching creative and you’re testing creative, how do you carry the creative attributes into your data through conversion so that you can tell what’s working, all the way through that user journey? 

Ethan Peterson: The majority of what I’m currently doing is in Google right now. I have lots of search campaigns going. We also have some Performance Max campaigns going. It’s a lot of being in there every day and trying to just dissect what I’m looking at, trying to understand the keywords, trying to understand, oh, is this site link, are they going to the right page that they need to be going to, or should they be going to maybe a more dedicated landing page? And some of Google’s new AI capabilities, they have options where it can guess what page it should go to based on that person. And definitely had some struggles with that. Realized pretty quickly that it was sending them to our About page, that is not set up to convert or things like that that have to dial in and refine pretty quickly. 

AI as a Creative Assistant 

Aaron Burnett: Alright. You mentioned your new best friend. Probably not new. Your best friend for a couple of years. Anyway, ChatGPT. How are you using AI in your work? 

Ethan Peterson: You have to stick with the principles of just marketing and advertising in general, but leaning on AI to improve and reiterate, and refine, I think, is mostly what I use it for. All the different platforms, too, whether that’s Google Gemini or yeah, ChatGPT, my best friend. Or I actually, I love Claude too. I do a little bit of development work and vibe coding there. OpenAI’s Canvas browser and Claude’s Projects browser. Tested out both of those, trying to do things in the moment on the page. So, I definitely think of it as just like an assist. It’s hard because as I’m talking about it, I’m thinking, oh, am I using this as a crutch right now? My mentality of, hey, I have to be principle-based. I have to do what I know is right and then question those things, of course, and test. And using AI to assist in creative, I think, is just game-changing. It’s so beneficial. I feel like I’ve gone through the, oh, is AI going to take away my job thought process and definitely spun on that. But I think it’s a tool. It’s a tool. It’s not going to change my job or what I’m doing or the implementation. It really is just a tool to be used to succeed. 

Aaron Burnett: Are you simply working in a chat, or have you built custom GPTs and custom projects that you use repeatedly? 

Ethan Peterson: I’ve built a couple custom GPTs. I trained a custom one in all of Vibrant’s branding, our tone and voice, our style, and then trained another one on our tests. So being able to understand all our tests. Built a couple agents that are using RAG and calling on vector storage of all our documents, and trying to pick what is the right thing to use there. Yeah, some of it’s just in a chat where I am trying to think of things a different way. Build copy there, but also, yeah, building custom GPTs and agents, and workflows to do a lot of that. This morning, I was building a workflow that we are trying to make sure everyone can get access to the two-factor authentication things, and there’s no bottlenecks for one person’s phone that they can’t answer. Things like that, that just operational side of things that I love to do and think that way as well. 

Aaron Burnett: Have you started to play with MCP? 

Ethan Peterson: Little bit. Yeah, I think all those tools are so cool. Mostly in like in chat itself and adding those connectors and everything. Being able to be in a ChatGPT window and ask about our HubSpot sales, things like that, I think, are really cool. And Canva connectors there. I think it’s learning on creating in Canva and set things up, but it’s pretty cool. 

AI Search Optimization (AEO) 

Aaron Burnett: Since we’re on AI, let’s shift to AI search and AI optimization, whatever you want to call it. Right? GEO or AEO, or AIO. 

Ethan Peterson: I like AEO. That’s just what I’ve always thought. 

Aaron Burnett: Yeah. I saw somebody comment in a really salty way that all these names were not the point, that we were spending so much time in the SEO community. SEO is where I started in digital, spending so much time and effort in the SEO community deciding on what acronym we were going to call this, and completely missing the massive shift that’s happening right now while we argue about three-letter acronyms. 

Ethan Peterson: Yep. I think that’s funny. Yeah, I like AEO. That’s how I think of it. Yeah, we are doing quite a bit. That’s a big priority of mine. I have an SEO background as well, so a lot of what I am trying to do and see is that the principles of SEO are fairly the same for AEO. You need to have that trustworthiness, expertise, and authority. And AI needs to be able to crawl your website and understand what’s going on. I feel like I keep going back and saying principles and like we know these things, and it’s built off of SEO principles that built into those AI overviews and AI searches. I went to the HubSpot Inbound Conference in San Francisco a few months ago, which was incredible. I felt like a little kid in a candy shop there just seeing all the cool things going on. But one thing I learned there was, and did an additional research after, is how much these LLMs are pulling from Wikipedia and pulling from Reddit to prepare for that. And keep ourselves relevant in these AI searches is building a Wikipedia page and a Reddit foundation. So even this week, I’m working with an agency to create a Wikipedia page. I’ve found it’s a lot more difficult than I thought it would be. 

Aaron Burnett: Yes. Pretty hard. 

Ethan Peterson: It has to be unbiased and connected to all the sources. And so, I think that’s been a pretty cool project for me just to establish brand awareness and to be able to help LLMs understand our website. I’ve also been going in and implementing quite a bit of schema on our pages, adding in product schema, FAQ schema, and adding in reviews so that it’s crawlable and everything on all these Google searches too. I think that’s really important. We’ve been working pretty hard on establishing more of our brand pillars. Currently, our test menu is very broad. There’s lots of great tests, but we want to establish more authority category-based, whether that’s toxins or hormones or cardio, neural infections, whatever it is. We need to establish more of those topic clusters and push that as much as we can. So, we’re building a lot of content focused less on one test, but becoming experts in the field as a whole, and then trickling down from there. 

Aaron Burnett: I do think that it’s interesting that AI search draws on some of the same fundamental principles that have always worked for quality SEO. I do think it’s curious and problematic right now that there are some of the lower-quality SEO tactics that all of a sudden work again in AI as well. It’s back to the realm of listicles and top 10 and all sorts of garbage content like that. That stuff works really well because the LLMs are trying to be efficient, and they’re trying to get an answer in one shot from one site. Might be wrong, but they’ve got a list of 10, and they didn’t have to go to 10 sites. So, it is an interesting time. 

Ethan Peterson: Yeah, it definitely is. I think that makes it all that more important to have just your brand voice and being able to say things clearly to get to the point. It’s unfortunate that it’s pulling a lot of those things, but I think that will continue to adapt. I know, I think even backlink building, I think that’s going to be changing, where personally I feel like, yeah, I can have a million backlinks on low-authority sites. But if those low-authority, like they’re low-authority sites, and you can go to a backlink builder or farm, and they put it all, it’s like, is that actually establishing the right authority that it needs to be? Whereas if you have more credible content and have research and connected sources, things like that that boost what you’re saying, I think that’s where things are just going to continue going. 

Aaron Burnett: Even just a user journey or a conversion journey. Social proof. So third-party validation, strong, positive brand sentiment. All of those things mean a great deal in this new era. 

Ethan Peterson: We actually just started with Trustpilot because we need to keep boosting our reviews and that visibility. That social proof is so critical, not just for an SEO side, but yeah, like you were saying, that patient journey. I want to go to a page, and I want to see a video testimonial of someone saying, yeah, this worked for me. I feel like that resonates with people. We need that human connection. I don’t want to just be told by the one company that, I mean, they’re saying they’re the best. I don’t want to be told by them they’re the best. I want other people to validate that they’re the best. 

Aaron Burnett: It’s the least credible version of we’re the best. Say so. 

Ethan Peterson: Exactly. And it needs to be validated. So yeah, that’s been a big push of ours too. Like I’ve been creating some workflows to send out emails to collect reviews on Trustpilot after people hit a couple orders or providers meet with one of our clinical team to discuss some lab results, things like that, that I think is a great time to capture that social proof that, hey, we know we did a good job. We appreciate you validating that and helping other people get the help they need, too. 

The Future of Agency Specialization 

Aaron Burnett: The span of disciplines for your role is interesting to me because I feel like, in microcosm, it reflects the way that we have evolved to engage with clients. We are 15 years old. We just turned 15. And I don’t know, for the first, I think probably 10 years of the agency, we could engage by practice. We had SEO engagements and content strategy engagements and digital advertising engagements, and marketing sciences or business intelligence engagements. And a lot of instances, those were discrete. We’re just doing SEO for this client. And over the last five years in particular, we’ve realized, oh, actually two things are true. One, it’s not actually possible to drive phenomenal results by taking a siloed approach and just providing digital advertising. It’s got to be digital advertising plus conversion rate optimization and some user testing and a content strategy that supports recovery search and bringing people back into convert, and that sort of thing. And so just the landscape has changed and requires engagement as a complete agency. And so, with pretty much every client, we need to engage with all of the disciplines at our disposal in the same way that you have purview over all of these things that would’ve maybe even come from separate agencies in the past. I’m curious to know whether that has always been the case for you. You’ve always been, I know that you were very entrepreneurial, very young. In your teenage years, have you always engaged in a multifaceted fashion, or is that a more recent occurrence because of the changing landscape? 

Ethan Peterson: For me personally, it’s been like I continue building each different approach. And yeah, like you said, I started when I was young, just selling t-shirts on Amazon and trying to get people to find it on Twitter and running ads on Meta, things like that, that I was like 15 years old and just trying these things. But I didn’t realize, if I had my own store or a landing page, or I didn’t know what SEO was when I was 15, right? So it is, I’ve grown a lot. I hope that I am able to position myself as competent across all of these areas because I think that breadth is so important. And I’ve had these talks with mentors and my dad, and thinking about things like, okay, do I really want to go in and just be super specialized, where it’s like, no, I do Photoshop all day every day. I’m the best at that. Or is it better to be a jack of all trades? I understand each different world, and I’m able to place them together. And my goal has shifted. Like originally in college, that kind of was my idea is I’m going to do graphic design, and I’m going to be the best at that. But then I realized, oh, hey, I have this analytical side of my brain too, where I’m able to collect and review that data and understand how it fits with the creative. And yeah, I’ve been trying to just build that breadth across everything because you’re totally right. It is, you can’t have a siloed approach. At my previous agency, it was sometimes difficult because we would have clients that they’d be brand new starting out. Like, hey, I have a brand new business, and I’m putting all bets on SEO, right? And I just look at them. I’m like, dude, this isn’t going to even pick up traction for six to eight months. And I mean, hopefully sooner, because we are doing the right things. But like you can’t place all your bets on one thing. You have to balance it with the ads, with the right website, with the social proof and engagements there. Like it has to all be cohesive. 

Aaron Burnett: For sure. Yeah, I completely agree. Do you think that there is a future for a specialist agency, let’s say a single discipline agency, digital advertising agency, SEO agency, content agency? Or is the future an agency that is oriented around delivery of an outcome? In this case, it’s performance marketing and bringing to bear all the disciplines that are required. And I’ll acknowledge that’s a leading question, even as I ask it. 

Ethan Peterson: Yeah. No, it makes you think like, where are we headed? 

Aaron Burnett: Yeah. Because I know good agencies in both of those categories, like purist, we only do one thing and then agencies like us, we do a bunch of things toward a set of outcomes. 

Ethan Peterson: And I think that mentality of, hey, we are going to do all we can for a goal, is better than, hey, you’re paying me for SEO, so I’m going to deliver you the five blogs and the schema on your landing page. Like things like that. It’s like, yeah, you can do those things, but what difference does it make if my social isn’t good or I have terrible reviews on my Google Business Profile? Right? It’s like you can do those things, but if it’s not going to a goal, those business owners are just blowing their money on something that isn’t going to get them where they want to go. I don’t know. The only thing I could think of where like specialized agency would be maybe in web dev. 

Aaron Burnett: Sure. 

Ethan Peterson: Like, I think that is pretty, could be something. But I think in terms of the performance and growth side of things, you want someone that can go through the whole life of that customer journey. Right. You want them to be the same messaging from the ads they’re getting to after they sign up, the email nurturing campaign. Like it all has to be cohesive, whether that’s an agency or in-house or mix of both. Right. I think that’s something that I think quite a lot about right now because I wear tons of hats. I do all the things. And because it’s all in-house, it may be limited in bandwidth and things that we do. And so, it’s, I think it’s a team effort of supporting in-house and agency specialties and cohesiveness like that. 

Finding Purpose Through Adversity 

Aaron Burnett: I saw that when you tested positive for Lyme disease, you were really out of commission, like for six months. You were hospitalized, right? 

Ethan Peterson: Yeah. I do want to clarify. Hospitalization sounds a lot worse than it was. I was going to a clinic six to eight hours a day, five days a week. So, I wasn’t in the hospital the whole time. It was, yeah, a clinic that was connected to a hospital. 

Aaron Burnett: Yeah. I appreciate that. But I think from an entirely different walk of life, I believe it’s true that Anthony Bourdain was in the hospital for about six months in his life, and that it was a moment. It’s a pause where you’re not doing anything but this. You’re not occupying yourself with active pursuits. And it’s this moment of pause where you have nothing to do but think and reflect and decide, okay, I’m going to get through this. But also it’s clarifying. This is what’s important. This is what’s not important. You came out of that experience, and clearly, you have a passion for Vibrant Wellness because of the service that they did for you and the value that they provided to you. Are there other ways that experience was clarifying in your life? 

Ethan Peterson: Oh, absolutely. Yeah. Undoubtedly. And I actually, I love talking about it. I love sharing my experience. I think that’s what makes us human, is being able to connect and share the hard things. I think I really learned a lot of empathy and being able to understand and relate to people. I think the people side of me, I don’t know, I feel like I’m sometimes pretty split introverted, extroverted. But I realized just how important the people in my life were. And I think that gave me a lot of drive. I don’t know. You said the purpose with Vibrant Wellness that actually, it didn’t initially start as Vibrant Wellness. It started doing some side projects and fundraising with LymeDisease.org. So, I did a big fundraiser with my best friend, who also has Lyme, helped me get diagnosed. That’s a whole backstory. But we did a fundraiser for LymeDisease.org to help people because, yeah, there’s so many. Lyme disease is so expensive because there’s a lot of unknowns, different government regulations. Insurance doesn’t cover most things. And so, we did a big fundraiser. And from that, I was like, wow; this is just doing good in the world. I, through knowing people and my own personal faith, I think it’s so important to leave a positive impact in the world, no matter what you do, from little things to big things. And I hope I don’t come off sounding preachy saying this, but I really feel like doing good in the world feels like the highest calling, like helping people in whatever the way that is. And for a while, like even at my previous agency, I was like, okay, how am I helping people in the world? And it wasn’t in like that, the health world, right? It wasn’t helping people get healthy, but it was purposeful in the fact that I’m helping people follow their dreams and start their businesses. And I’m doing the implementation to help them grow, things like that. So, I think those six months and quite frankly, years before and years after as well was, yeah, I just, I grew so much. I feel like you have to go through hard things to recognize all the good things as well. And I feel like most people who have experienced hard things believe that. I see it as like on our, what’s the word I’m thinking of? Scale. It goes as far this way, feeling that dark, feeling that heavy, feeling so sick mentally and physically that it leveled out and expanded the other side of what I can feel too. So, I felt just so much goodness and light from people helping me and helping other people goes both ways. 

Aaron Burnett: That’s fantastic. Thanks for sharing that. I think that’s a great thing to end on. 

Ethan Peterson: Yeah. Thanks. Thanks for asking. Yeah. Aaron, seriously, this has been really cool. I think the world is changing, I think with AI specifically, but also with health. And I see a future where health is so personalized, and people are able to get the treatment that they need to get healthy and stay healthy for longer. And I love being a part of that and pushing this forward, whether it’s with Vibrant or with LymeDisease.org. But I think this is the way things are going, so I love it. So, I appreciate your time and having me on. 

Aaron Burnett: Likewise. I really enjoyed the conversation. I really admire your passion. 

Ethan Peterson: Thanks, man.