In this episode Don talks with Peyton Warley of VIVEX Biologics, a long time client of MOCK, the agency.
Don Mock 0:19
All right, Episode 32 We’re back. We got our own theme song Peyton isn’t that exciting?
Peyton Warley 0:24
That’s very exciting. I know really gets the juices flowing.
Don Mock 0:27
I know and as you can tell from the extra voice we’ve got a special guest here. Peyton Warley is sitting here join. Did I say that right? Well, I never call you by your last name.
Peyton Warley 0:36
You did, Warley. It comes somewhere deep in Scotland hundreds of years ago.
Fascinating. Well, you know, Rob, I mean, his last name is Broadfoot. There’s got to be some type of Scottish.
We may be related.
Don Mock 0:49
Peyton Warley 0:49
We might need to look at the look at the charts.
Don Mock 0:51
Awesome. All right. Peyton sitting in here. I thought it would be interesting to invite him on the podcast because Peyton you are drumroll.
Peyton Warley 1:00
Thank you for the introduction Don.
Don Mock 1:01
You are one of our clients.
Peyton Warley 1:02
Don Mock 1:03
We haven’t had a client on the podcast yet. So you’re a client number one and number one in our hearts. How about that?
Peyton Warley 1:09
It’s always good to be first.
Don Mock 1:11
Nice, nice. Alright, well give a little intro. Just casual style, of course, but give a little intro sort of who you are. And sort of where you work and things like that. Then I can sort of backfill with I guess, how we know each other because we’ve known each other for it’s been a number of years now. Right?
Peyton Warley 1:25
Going on eight years now. Yeah. So I’m Peyton Warley. I’m the Director of Marketing in the interventional pain business at VIVEX Biologics, which is a biologics company. We specialize in making allograft products for a number of different applications, orthopedic, spine, interventional pain, foot and ankle. And so Don and I have been working together for going on eight years now. He’s done a number of different things for us in our in our marketing and branding portions of our business. And he’s been with us through, you know, a number of different product launches a number of different product pivots. And, you know, we’re lucky to have him as an asset.
Don Mock 2:07
What an amazing letter of recommendation. I love that. I was thinking about it before we sat down to sort of chit chat here on air. And I believe our first project with VIVEX back in the day was actually in 2013. So we’ve now been working with VIVEX for a decade, if you can believe it.
Peyton Warley 2:24
That will make it a decade.
Don Mock 2:25
Yeah, that’s crazy. I mean, man.
Peyton Warley 2:26
Don Mock 2:27
I know draw pictures for a living but math. I mean, it matters, you know. So, yeah. VIVEX, we’ve done, gosh, a little bit of everything for VIVEX. I mean, brand development, literally doing the logo during the initial look and feel. All the brand touch points, you know. Obviously everything online, videos, trade shows, I mean, basically everything VIVEX. We’ve done it all, you know?
Peyton Warley 2:52
Yeah, you got to start somewhere in our brand. The one thing that has stayed constant is the helix and some of the the basic brand elements that we’ve held constant over 10 years now. You know, we’ve evolved in some other areas, launched some new products. But it all stays the same. And our branding is very recognizable. And that’s, you know, kudos to Don and his team. Being being very creative.
Don Mock 3:17
All right, I love that. So, you’re in charge of marketing for interventional pain. There are multiple other verticals of VIVEX, obviously, the ortho fusion and then the amniotic tissue.
Peyton Warley 3:27
That’s correct. So we have it easy on the interventional pain side. We have one product, the other sides of the house have multiple different products and multiple different sizes, multiple different brands, logos, you name it.
Don Mock 3:42
So our challenge on our side of the fence, obviously, is we work with you on the one product, which is VIA Disc, or I should say VIA Disc NP. And the challenge from my side of the table is obviously you’re responsible for just your one product, but we obviously work on all the different products and all the different verticals, right? So it’s making sure that the brand is consistent across all the different touchpoints across the different verticals of the business, right? Keeping in mind that the different business units are going to want different things and have different requests and different needs, right. So we are kind of in charge. I mean, I don’t want to be in charge, but we are sort of responsible, I guess, for making sure that the brand is always presented as a unified fashion.
Peyton Warley 4:23
Like anything in business, you know, there’s, there’s lots of opinions, there’s lots of different opinions on how to do things. Ultimately, there’s someone responsible and you got to have someone to to keep everyone in line. You know, know when to step out of bounds and know when to stay in balance. And you know, that’s important for any any growing business and growing product to want to keep things consistent.
Don Mock 4:47
So talk to us a little bit about for those that are curious, I guess and we’re going deep down the medical sort of rabbit hole. dare I say? Right, biologics, I mean, it’s pretty awesome. Talk to me a little bit about what VIA Disc is, what it does, what problem it solves, and things like that right for those that are curious.
Peyton Warley 5:04
Yeah. So for your average person VIA Disc is essentially an allograft implant. So allograft means human donor tissue that comes from a human donor and is transferred into a human recipient. So, in layman’s terms, that means taking tissue from from a deceased donor and re-implanting that into yourself during a surgery or during a procedure. And so, there are many common allografts, you may think that I’ll never need that or that never happens. So bone for example, is a very widely used allograph product in a number of different spine procedures, foot and ankle, extremity, you name it. You break your arm or, you have a compound fracture in your ankle, you may need bone graft to go in there and fix your bone.
Don Mock 5:51
Yeah, there is a kind of spackle the break right?
Peyton Warley 5:54
Exactly, exactly. So same thing with with VIA Disc, you know, your intervertebral discs. Which are, your discs between your vertebrae, which are the bones of your spine. So as we sit here and think about it, your discs over time, undergo wear and tear you know, from your everyday moving around. You know, maybe you lift something wrong, you put pressure and wear on your desk throughout your life. And over time these district generate they lose hydration. So they have a high water content, if you will. So they’ll lose hydration, they lose height, they become degraded. So think about a grape going to a raisin, for lack of a better analogy. So VIA Disc is intervertebral disc tissue that’s going back into a dehydrated and intervertebral disc. So like tissue for like tissue, and it’s, you know, these are patients with with low back pain. So that’s what via dusk is aiming to help.
Don Mock 6:53
I gotta tell you, I think we’ve done all of the messaging and communication and brochures and websites and everything, but I couldn’t have said it better myself (laughter).
Peyton Warley 7:01
Thank you. It really is a very complicated. Well, it’s a very simple product, but a complicated field to explain to your average person. Just like, you know, I wouldn’t understand if someone in it or software came up and told me, you know, some details about their business, I’d need a very simple broad overview. So try to make it the same way for VIA Disc.
And you’ve been working for VIVEX, as we mentioned for for a number of years. About eight years or so now and have really seen the maturity of the product start from literally nothing, call it an R&D perspective, all the way through a product launch. Is that a correct statement?
That’s correct. It started as an idea in a room back in 2015, 2016.
Don Mock 7:46
Peyton Warley 7:47
And yeah, from there, we went to a clinical study to, you know, a number of a number of different highs and lows along the way. But now we were on the market. And you know, it’s been been a crazy ride with a lot of waves and a lot of different people and but we’re still here today and then moving on and upwards.
Don Mock 8:06
Yeah, I think what’s exciting for us on our side of the fence, and we’ve done previous podcasts, and Peyton I know you weren’t here for those podcasts, but talking about our favorite parts of the job talking about what we love the most about our job and what we do. And it’s a lot of times centered around the creation, the ideation that beginning stage, right. So I think it’s pretty cool that you’ve been with the company and with sort of the product development from literally, as you said, an idea in a room right? To hey, now we have, a full fledged product out in the marketplace, Salesforce selling, you know, and it’s fun for us to be on this side of the fence, kind of a small part of the success, dare I say, of the launch of VIA Disc, right? I mean, having it start from nothing, and then helping develop the communication strategy, helping develop with the look and feel of the product line is how it ties into the greater good of VIVEX Biologics, you know. And then supporting all of the efforts to get it up and running. It’s pretty interesting.
Peyton Warley 9:05
Absolutely and all the details have to be you know, thought about. Everything you see today with VIA Disc, all the collateral, all the people that are here. You know, all the training that’s happened, every graph we’ve sold. You know, a lot of blood, sweat, and tears have been poured into that and, you know, nothing can be forgotten. All the branding and, you know, product design and everything you guys have done on your team, you know, have been instrumental in setting up the foundation for us to be able to get where we are today.
Don Mock 9:33
Thanks, man. I appreciate that. I got to have you back on more podcasts. I don’t know that I’m gonna be able to walk out the door. My head’s gonna be so big.
Peyton Warley 9:40
You know, Don, I listen to listen to a lot of podcasts. And I’ve I’ve never thought about actually, you know, recording myself on one but it really is everything… It’s everything you’ve dreamed of.
Don Mock 9:50
What’s your favorite type of podcast?
Peyton Warley 9:52
My voice sounds so pure.
Don Mock 9:54
Well, I got tell you it’s all about the microphone. I mean, you get a good mic and you sound good. And generally speaking, nobody likes the sound of their own voice right, but I think wearing the headphones and have a good microphone sort of dulls that right?
Peyton Warley 10:07
Makes you more comfortable with your own voice. You know I was a psychology major back in the day so I’m really into how the brain works and how we think about different things. So I enjoy digging in deep on nerd topics.
Don Mock 10:22
Dude, I’m a super nerd as everybody knows. Are you one of those murder mystery podcasts kind of guys?
Peyton Warley 10:27
I have listened to one murder mystery I can can’t even tell you what it was called. But it was about a murder in Ocilla Georgia back in the day and it blew my mind but since then, I haven’t gotten too deep into the murder murder podcasts.
Don Mock 10:39
I mean, I know that’s probably one of the most popular podcast sort of genres is that that weird crime obsession murder scenario, not for me, I’m more of a lighthearted kind of guy but to each their own.
Peyton Warley 10:52
To each their own. I think it might have nightmares at night. But you know, I prefer the warm peachy dreams about other lighter episodes.
Don Mock 11:01
Yeah, I do have a very active imagination. So I’m also not, take my man card away, but I’m also not a big horror movie kind of guy. Because I can’t turn the brain off. It just kind of keeps going and going and going. And then I don’t sleep at night. So I need my entertainment to be sort of silly and lighthearted. For what it’s worth.
Peyton Warley 11:17
I could not agree more. The last horror movie I watched, I came into the office the next day and I kept thinking characters, were going to jump out around the corner to do something to me.
Don Mock 11:27
It’s funny. So we’ve had a few guests on, we haven’t any clients. So thank you for being the first client again. So that’s super exciting for us. But we have had a few guests. And I started to ask everybody, and I’m totally putting you on the spot. So if you need a minute to think about.
Peyton Warley 11:39
Bring it on.
Don Mock 11:39
Oh, I like it, man. The hot seat. You’re you’re a fan. Favorite brand? What’s your favorite brand? If you think about branding, so the two questions are what’s your favorite brand? And then do you have a favorite and or memorable ad campaign or design that you love?
Peyton Warley 11:56
I’m gonna start with the second. The that first that pops into mind, I think Nike has done a very excellent job of of their branding over the years from commercials. You know, during my childhood, even through present day their brand, when you go back and look at what Simon Sinek says as to why Nike, and another one Apple. They’ve always been very good about you can buy anything of their brand and you trust it.
Don Mock 12:22
Yeah, absolutely. They answered the question of the why very, very well.
Peyton Warley 12:25
Don Mock 12:25
And we’ve joked previously that Nike doesn’t really sell products, they sell the spirit of competition, right? And that is manifested in “Just Do It.” It’s an empowering line that anybody can attain whatever those goals are, right? It just happens to be a shoe or a jacket, or track pants or whatever the case may be, right? And so that’s a good one. Nike is a good one. All right, favorite. campaign or design or anything?
Peyton Warley 12:54
Favorite campaign design?
Don Mock 12:55
Or I guess it could be Nike.
Peyton Warley 12:57
It could be Nike, also, you know, I came in this room and I saw an Atlanta United flag on the wall. And this may have been talked about previously but being being a native Atlantan, I think at first I didn’t know how that, you know, that team was gonna go when we first brought soccer to Atlanta. We don’t have a lot of very avid fans, but they’ve done a great job with the team.
Don Mock 13:21
Peyton Warley 13:22
You know, that may be just because of how all of us Atlantans are. You know, we have great character, but I think there was something more at play there.
Don Mock 13:30
Well, winning also helps, you know. It’s a great confluence of moxie and bravado, but then backed up by having a fantastic product and an excellent environment.
Peyton Warley 13:43
I do have an answer for your question noe that I’ve thought about it for a second
Don Mock 13:46
Peyton Warley 13:46
Not because I drink Bud Light. But, they have had some excellent ad campaigns over the years. You know, during Super Bowls, and during other other TV shows. One that comes to mind is, and I don’t remember the specifics of the commercial. But, it was way back 10 years ago, and it was someone sitting in a classroom repeating Bud Light in an accent and I died on the ground laughing. So it still you know, it strikes me years later.
Don Mock 13:46
Yeah that’s cool.
Peyton Warley 14:17
That’s very hard to do.
Don Mock 14:20
Budweiser noticeably. Sort of absent from this year’s Super Bowl. And it’s funny because we actually did a podcast talking about Super Bowl ads. And we talked about how bud always has a big presence. They always have like a wacky, zany one, there’s always a Bud Light. And then you always have the Clydesdales, right? And sort of the Augustus Bush, the traditional or the Dalmatians and the fire and all that kind of stuff. But Budweiser not really that prevalent at this year’s Super Bowl, which I found interesting. So…
Peyton Warley 14:44
Yeah, very interesting. It’s always cool to see the transgression of the ads from year to year you know, you’ve always got the Pepsi and Doritos heavy commercials on the snacks and the drinks. But you get something new every year.
Don Mock 14:59
Peyton Warley 15:00
So it reminds you that, our society and the things we buy every day and pay attention to you know, it’s not static.
Don Mock 15:10
Yeah, totally. always moving, always moving. Alright, cool. Well, dude, thanks for coming on the podcast super fun. I mean, Peyton stopped by for lunch. It’s remarkably like 10,000 degrees outside. I’m sweating in the studio right now. So apologies for having to watch me just have a complete meltdown right now. It’s February, and I’m just burning up. It’s totally insane. But thanks for coming on. Any additional any questions you got for me? I mean, no, is a perfectly acceptable answer. I don’t mean to cut us off.
Peyton Warley 15:37
How longer to take to set up this podcast setup.
Don Mock 15:41
How long did it take to set up?
Peyton Warley 15:42
Does it take to set this up and figure out how to do it and record quality shows?
Don Mock 15:46
Oh, not that long. I mean, you just gotta have scale, buddy.
Peyton Warley 15:49
So we are saying is it’s easier than it sounds?
Don Mock 15:52
Yes. But you got to have the talent to be able to hold an audience. How about that? For our for our 10s of listeners?
Peyton Warley 15:58
Fair enough. Well, thank you Don, for having me.
Don Mock 16:01
Peyton Warley 16:02
I appreciate it.
All right. Well, everybody can find us online at MOCKtheAgency.com You can also find us on the socials @mocktheagency dotcom. We’re going to people find you.
People can find me through VIVEX.com or LinkedIn. Look up Peyton Warley that’s Payton P E Y T O N, just like Manning. Warley W A R L E Y.
Don Mock 16:22
I like the Manning reference. Yeah, and VIVEX Biologics, you can go to VIVEX.com. Take a look at their entire portfolio of products and whatnot. And thanks for coming on man. All right, we will chat with you next time. Thanks everybody.