Gathering online reviews, responding to negative ones, telehealth considerations, oneliners, type and how to do videos for your site blog and what do you need on your website as a bare minimum. Jennifer Thompson host of DrMarketingTips gives us the secrets.
Top Ways to Grow Your Practice
Focus on Online Reviews
Should the reviews be on just google and facebook?
Should you get video testimonials or a headshot and a few sentences? When should we use each?
Having a Nice Website is a MUST in 2020. Hear her tidbits to make it most effective.
3 Most Frequented Section of Our Websites. (Have a current picture of the doctors)
How do we use reviews to make our doctor office and procedures better?
3 of the Most Common Reasons for Negative Reviews
Wait time, billing, and customer service. Your negative reviews will shed light on which you need to remedy.
What are some ways to respond to negative comments?
Once again, record a video of a patient testimony, transcribe (www.otter.ai) it and put both as a blog post to not only show how good you are but also to get great SEO.
Reviews can also be subtle. Think about the last time you recommended a product on social media trying to help someone out. What if when someone asks for the best chiropractor in Louisiana, several raving fans say your name. You have to learn to cultivate and monitor those type of online relationships.
How to get your staff to become marketing warriors for your clinic?
What is Jennifer’s two cents on one liners?
3 Reasons (and where to go) to Claim Your Doctor Profiles on other sites.
Why should you check your NPI address right now
Telehealth considerations on what to use for video, updates to your website and ways to market it as well as keeping the patient experience great?
She unpacks a ton of info on telemedicine in the last 10 minutes of the interview.
· Here's a link to the show with the Womply study (including a link to the study). https://insightmg.com/ep-193-understanding-the-impact-of-online-reviews-on-your-practice/
· The telemedicine company Jennifer referred to is https://www.ortholive.com/ . Like she mentioned, it’s pretty cool to get telemed / telehealth help from a surgeon’s perspective. (PS she is doing some type of financial work with this company)
· The DrMarketingTips Lab (free for now 04/2020): https://insightmg.com/dmt-lab/
Finally, Jennifer Thompson of insight mg and dr marketing tips has two episodes on telemedicine for us:
DrMarketingTips Podcast and President of Insight Marketing Group since 2006 which specializes in marketing independent doctor groups (800-1000 clients) like orthopedics, ENT, gastroenterologist etc. where patients have a real choice on who to see.
Drmarketingtips all over social media and podcast streaming sites
Show notes can be found at http://www.adoctorsperspective.net/151 here you can also find links to things mentioned and the full transcript.
Episode 151 Online Reputation secrets we host Dr. Justin Trosclair and today we're Jennifer Thompson's perspective.
Justin Trosclair 0:14
During 2017 and 18 podcast Awards Nominated hosts and best selling author on Amazon as we get a behind the curtain look at all types of doctor and guest specialties. Let's hear a doctor's perspective.
Welcome back to the Easter edition of a doctor's perspective. Today we have a fellow podcaster over 200 episodes called doctor marketing tips. It's really right up the alley of what I do, except this just marketing tips and she does massive corporations as well as smaller ones but a lot of groups and
I've gotten a lot of value from her podcast in the past before I did the minisodes. So when I see some good episodes or something that just kind of interest me
Listen to him and I'll take some notes for y'all. Okay, you know, always throw out a link or to the self promote this week, you just go to a doctor's perspective dotnet slash all links. And that will take you to link tree. And it just has a whole bunch of links all of the series that we did, especially for marketing, because we talked about that on this episode. And so if you just go to, you know, dotnet slash marketing, you'll find the online reviews episodes that we make reference to later, you find support top episodes of the last several years, all that good stuff. So check it out. If you just like, wow, I just can't get enough of that. Dr. Trosclair. You can do dotnet slash as heard on and you'll see the interviews where the role is reversed, and I am the guest talking about books and China and all those types of things. So we'll again, Jennifer's on the show, talking about what does your webpage need? How do you deal with your online reputation that goes from Google, to Facebook to all those things
Things deal with negative reviews, that's a key strategy and then how to use videos to your advantage. We cover a one liner her thoughts on that. And lastly, we round out the interview for a little while about telehealth. She's got a whole program that you can get information about it, but we will discuss different aspects of telehealth so that you can do it correctly quickly but also maintain that patient experience in the shownotes. Today you will find several different links that she was referring to throughout the show and even to recent episodes that she's recorded to help with the telemedicine and dealing with his Coronavirus business. That link would be a doctor's perspective. dotnet slash 151 Let's go hashtag behind the curtain.
Live from Germany in Orlando, Florida. Today on the show. We have actually someone who has a podcast that I was actually listening to often on for the last two
Three years because it's strictly doctor marketing. And it's really funny because they have like the overhead patient doctor marketing tips. It's kind of silly. But anyway, it's really good. It's insight marketing group has been around for well over 10 years, even though going on almost 15 at this point. Welcome to the show. Jennifer Thompson. Yeah. Thank you so much for having me. I really appreciate it. I was listening to your show this morning on my morning walk so I got a little bite of that. Or the surgeon who is out of Dayton, Ohio talking about telemedicine, so good show and I'm glad to be on it. Oh, perfect, perfect. Well, we're there's so many things you can talk about at one time and I kind of want to know your or a little bit of your origin story. Like how'd you get into doctor marketing because that is probably such a niche. And when you listen to the show, you're not doing a lot of like PTs and things like that. It's dentists and surgeons and like medical doctors, how are you doing? Do you have hospitals? Is it solo practices? Give us the spiel real quick. So yeah, we only work with independent physician groups.
Unknown Speaker 4:00
So just to give you like a little bit of my story, years and years ago, I was working for a fortune 100 company, doing marketing for them as one of their marketing directors for a group of very large, like retail centers. And I had the opportunity to run for public office, and I lost. And when when it all push came to shove, I thought, you know, I just can't go back to the daily grind. And I quit my job and took off a couple months and my phone started ringing people asking me to take what I was doing out in marketing, and this is back in like 2005. And if I could do it for them individually, and one thing led to another and I ended up starting my own agency and had the wherewithal thank God by like 2007 to go straight into marketing for medical practices. And I say thank goodness, because in 2008, the market totally crashed. And had I not been with medical practices. I certainly wouldn't
Unknown Speaker 5:00
Be on this episode right now with you talking about this. And so fast forward literally like 15 years later. And all I do is work with independent physician groups I've got about somewhere between 800 and 1000 doctors that are across maybe, you know, two or three dozen different practices. And so we found that really a niche in kind of specialties where consumers have a choice and patients have a choice of who they're going to see. So lots of orthopedics, lots of gastroenterologist, lots of vascular but more on the vein side, lots of EMT and practices like that. And so we do a bunch of work with orthopedics and anything related to orthopedics, including PT, large physical therapy practices, and then what really makes us unique, I think, is that the very first practice back in 2008, that said, we want you to do marketing for us. They also said, we want you to be in our offices. And so since 2008 my entire team
Unknown Speaker 6:00
Which is grown to about 10. We have a sublet space a suite attached to an outpatient surgeries that are inside of an orthopedic practice with about 30 doctors. And so we're interacting every single day with physicians and with surgeons, we're able to bounce ideas. And that's kind of like what has led us to where we are now. And so we work with lots of specialties with tons of doctors, but we're inside of a practice, like seeing what's happening from the patient experience, which is where the doctor marketing tips concept came from, is how can we take what we're learning inside practices and share it with the world?
Unknown Speaker 6:35
Hmm. So before we talk about a little bit of the online reviews, which is a huge piece for these types of doctors offices, because really, you don't expect to see an EMT really advertising and all this type of stuff. So it's like, I want to call it secret ninja marketing, like we said, like online reviews and things and we want to also cover employees, how we can get them to care.
Unknown Speaker 7:00
More than a paycheck about spreading the word and being proud of where they work and knowing like you actually make a difference. You may be just swiping a credit card and making appointments. And you may or may not even like what you're doing, but like, it's so important.
Unknown Speaker 7:14
But before we jump into that, I just want to talk about your doctor mark, do you have a lot of episodes? And they really run the gamut of topics, but if you could, is there any blaring top three things that you have learned so far, that doctors should really focus in on or they're really missing the boat? Yeah, so um, so notice, I think, one, go back to the online reviews because I get doctors all the time that are like, if I can only do one thing, Jen that is going to really help me grow my practice. What's the one thing I should focus on? And we tell them hands down, bar none. Get your hands around your online reputation and focus on getting patients to leave you reviews online. Because when you do that it's going to help you be you're going to become very good.
Unknown Speaker 8:00
searchable on the search engines. And when patients are leaving reviews, good and bad reviews on Google, that is an open source for you to look at that data to evaluate really what customers are saying about your business, and then to make adjustments with your staff. So if there's only one thing you can do, focus on the reviews. And the second area we tell people to focus on, and we talked about it a lot on the show, is really get in and have, make sure you have a good website doesn't have to be a great website. You don't have to spend 10s of thousands of dollars on a website. But at this point, in this day in time, there's absolutely no excuse not to have a decent website built in WordPress professionally done. And no matter what focus on your reviews, and then focus on having a good website because that website is going to allow you to market in the way that you need to and you're going to use that feedback from patients which you're going to get a lot of positive feedback.
Unknown Speaker 9:00
You wouldn't be in business if you weren't going to. And you're going to use those reviews in your marketing. And we talked about that a lot on the show. And then kind of the third piece is be authentic. You know, you as a, as a physician, you have the greatest opportunity to build relationships with your patients. And those relationships are what are going to drive those reviews online. And if you're authentic and what you do, it's going to translate into kind of that conversation that's taking place around you, and about you online. And so if you're authentic, you have a good website where people can find you and you're easily searchable. And then you're also leaning into those positive reviews. If you just do those things and they cost you very little, if any money. If you just do those things, you're going to be successful.
Unknown Speaker 9:49
And you were some of the episode that you listen to from Episode 150 quite a milestone. That's a lot. Congrats. You didn't even know what his webpage was. I'm not saying anything bad about the guy. I just couldn't believe it like and I went on my
Unknown Speaker 10:00
To try to find it and put it in a scrolling and I had a hard time finding their actual web page. That's a surgeon for you. That's a doctor for you.
Unknown Speaker 10:08
Yeah, yeah. But I was like lucky. Maybe my spelling it wrong. Yeah, that's for you.
Unknown Speaker 10:16
When you're doing a website layout, I noticed you said WordPress, some people are like squares so much easier. And then there's whole like Russell Brunson style of layout. There's the story brand type of layout. Do you recommend any kind of thought process? I'm not the one that's in there building websites, but I say like, keep it simple. I like WordPress, because it's so simple, so easy to use. I'm sure there's other platforms out there that are just as easy to use but WordPress to me is universal. Plugins work and you know, it's, it's inexpensive to get in there and just about anybody can do it. Once you understand it. We look at a lot of data as it relates to like, what are people actually looking for on your website. They look they're looking for this
Unknown Speaker 11:00
Doctors, they want to see what their physician looks like they want, then they're going to, you know, they get a referral, they're going to go check out the doctor, if you're a decent looking guy or gal, and you don't look like you're something, somebody crazy, and people have halfway positive reviews about you, they're probably going to make an appointment. So the first thing they're going to do is they're going to search the doctor, they may look up insurance, and it just depends on your specialty, you know, that's kind of like a given. And they're definitely going to look at your locations and what kind of access that you have. And then they may do a little bit of other research out there, you know, a couple searches on Google. But that's really, you know, the way you show up on Google is going to depend on what you're putting out there from a content standpoint, and also how many reviews you've got. So again, focus on your reviews, and just make sure you have a halfway decent website with some good pictures. You know, I would say that, don't put a picture of yourself with a full head of hair. If I'm looking at you and you've got no hair, huh. You know, don't put a picture of you from when you were in residence.
Unknown Speaker 12:00
See, and you're 65 years old. Now, be authentic, be real, be transparent as much as you can be, you know, just put up a good front and be professional. And that's what you need in your website. Especially if you're making quote surgeon money, spend some money for a hedge.
Unknown Speaker 12:17
Just spend 100 bucks and you can least get a picture or two. That's right. It is like brand new. And that's right, Justin. Oh, yeah, we see that so often, you know, just just make sure things are current. And I'm a big believer in video. We talked about it a lot on the doctor marketing tips podcast and a big believer in video putting yourself on camera answering common questions. When we talk to people about building a website, you know, you got a phase one website, which might be a couple of pages. And then your marketing strategy includes making updates to the base every single month and so start small, let it grow just like you would your business start small, let it grow, you grow into it. And that's how you'll have success. So like a blog, like I don't think I've updated my blog in like two years because
Unknown Speaker 13:00
I just haven't needed to you know what I mean? But like, when I go back, they're like, oh man, do I need to change all like, my zip codes and my SEO? Like, when I move and stuff? I'm like, Yeah, you do. But there's still years, there's still years of blogs that I was doing. I'm like, oh my god deal. Yeah. And there's so much more I can put a tip for anybody out there like, um, you know, when you're leaning into reviews, get patients giving you testimonial on video, and then take your testimonial videos, and run them through a transcription software, transcribe the videos, have somebody clean it up and put the long form of your videos as a blog post, and it'll do very well from an SEO standpoint. And then you're using those patient stories and you're recycling them in your marketing. It's easy to do, you don't have to come up with new ideas. And what better way for somebody looking for a doctor because they may have to have a particular procedure done to see 10 success stories of somebody coming to your practice and doing that same procedure in an office.
Unknown Speaker 14:00
Patients setting saying look I walked in I was in pain but when I went home I had the first good night's sleep that I've had in 10 years and it's in the patient's words not in yours easy blog post yeah see document Dr. Alex he's either after your before you in the in the lineup but he's coming out if you when you're listening to this, we he does he gets on NBC News and CBS News or whatever ones. So he's like the doctor that makes the news. And we were talking about videos and we were talking about transcribing. And I'll just throw out here not sponsor otter.ai love it, upload the video free. I mean, you're pretty much not going to reach their limit for to have to actually pay and you get a transcription just like every episode. That's how I get my transcription. Is it perfect? No. Am I gonna spend any money to proofread it? No. Is it good enough? Yes, it's SEO candy. I've never once had somebody like,
Unknown Speaker 14:51
you know, your transcripts suck. You know, but yeah, okay. Well then watch the video. Yeah, do that.
Unknown Speaker 14:57
But it's great for Google. And that's what matters. Yeah.
Unknown Speaker 15:00
I think I might be Robin, some of these doctors that come on the podcast, like you put their name and my show comes up, you're like, Oh, yes, that's a great that's a great but you know, another area that doesn't often get talked about for like the digital foot part that your listeners probably would find value in is updating the NPI database. You know, when you when you go into practice, you've got, you know, your NPI number kind of follows your entire career. And a lot of times physicians won't go and make sure that that database gets updated. So what happens is twice a year, the NPI database gets updated. So if you come out of residency, go into practice or switch practices, you know, maybe you're, you're with the hospital, and then you go off on your own. If you don't update the NPI database, you'll never be current on all of the directory listings out there. And so it only happens twice a year, go in update your NPI database, because that way, you're in the right place at the right time when patients are looking for you, and the information is correct. So that's a like a little
Unknown Speaker 16:00
piece of like behind the scenes advice, go out there and make sure your NPI numbers are correct. And all that info is correct. Yeah. You just you just wrote, hopefully you just wrote that down, because it's a good thing to make sure it's correct. Wow, that's great and doesn't take much time to do. So let's do it. Let's peel it back online reviews, you kind of made a mention to it already. We're scanning with the ones we do have, assuming we have any, and then we're gonna make some changes based on the negatives or the gaps that we see like, what do you What's your secret sauce for that? And then of course, we need to know how to get more reviews that you use a company or whatever, look, whether you're asking for reviews or not, there's going to be reviews about you because that's how people are choosing their providers, just like they're choosing their provider the same way they're choosing restaurants at this point. We all do it, you know, and chances are you're looking at where you're gonna have dinner at night, just like you're looking to what chiropractor you're going to go to and you don't remember all the positives but you do certainly remember if somebody leaves a nasty review about you know, the facility being dirty or
Unknown Speaker 17:00
The doctor having a poor bedside manner. So regardless whether you want to put your head in the sand or you want to tackle this head on, it's happening around you. And so online reviews are the number one way that people are choosing their providers now, especially when we get out of this post COVID-19, you know, complete isolation, telemedicine is going to play an another part in that. Because just like reviews, people are going to have a choice in their providers. And they're now going to have an expectation that as a provider, that you're going to provide certain levels of services. And it's all going to translate in the reviews because this is where people are having the conversations about your practice. And so when I say reviews, I mean, it's a it's not just when they're leaving you a review. It's the conversation that's taking place around it. And it's your ability to interact with that conversation. So you've got patients on Google, on health grades on vitals on random deeds, but there you've also got patients on
Unknown Speaker 18:00
Facebook on next door, on Twitter, on Instagram, they're leaving reviews and having conversations about your practice and about their experience with your practice on all of these platforms. So sometimes I think it's hard for any of us to get our kind of our head around the value there. There's a warm plea research that was done a couple years ago. wamsley is a credit card processing company that looked at 25,000 freestanding medical clinics, and of those 25,000 freestanding medical clinics, they looked at the credit card processing data for cash pay for cash pay patients, and they looked at it in direct correlation to star ratings. And they found something that like when you have a four or five star rating average, you are like you have a 20% higher revenue tied to your cash portion of your of your business. So there's a direct correlation and I will give you a
Unknown Speaker 19:00
If you like, I'll give it to you for your show notes a link to that study, because it's really good data to break it up to. So what, from our standpoint, you know, doing this about 15 years, I found like, I don't know, five years ago, the doctors would come and be like, Jen, I need you guys just figure out this reputation stuff. I need my listings to be correct. I need to know that I don't want to worry about this. I can't believe I even have to deal with this. I can't respond to patients on because the HIPAA, you know, this is Bs, let's figure out how to make this work. I get it. And it got to the point over and over that, you know, like I was saying the NPI database, we'd have to make sure that was correct. I had an instance with a large ortho practice where one day the phone just like kind of died down and we were trying to figure out what it happened. And it turned out the hospital had updated all of their listings, and it was tied to the independent group. And all of the phone numbers to all of our doctors were now the hospital scheduling line. So it was those kind of things that used to happen and And finally, the docs would be complaining
Unknown Speaker 20:00
You know, like, I've got two star reviews, I need you to get those removed. And it finally came down to like, Doc, I can't get your negative reviews removed. I mean, if you are providing bad service, like you need to expect that that's what's going to happen. And so making away for Thank you, okay.
Unknown Speaker 20:18
There you go. But I got to the point that he said, Look, there has to be a way to compile the reviews and to pull that data down and figure out what the data is telling us. And so that's really one thing that I really recommend is go in there, download your reviews, or have someone in your office, start looking at individual reviews, put a spreadsheet together and figure out why you're getting negatives, and then address the problem inside your office. So reviews really tell us something they tell us, you know, they give us a glimpse of something that's taking place in the practice. And so some of the large practices that we work with, we put together what we refer to as like a sentiment analysis, and we try to figure out you know, is it a billion issue? Are people complaining about the building
Unknown Speaker 21:00
And, you know, is it taking too long to get the bills? is it taking? Are they concerned about pricing is not matching up with insurance, or the invoices that they're getting in the mail, like, two months later, you know, with an eight point font and they can't read the invoice like, what is that telling us? Is it a customer service issue? Is it somebody who answers the phone, or they getting back in timely responses? Nine times out of 10 it's the wait time. And it's something related to billing. And then it's customer service. And so we can correct those things. You know, you can you can dive into billing, and you can figure out what the what the real pain points are. Customer Service we can train for. So that's where you listen to the podcast, we talked a lot about employee engagement, and we talked about about training your employees. So what we did is we put together we put together on demand an in person training, specific to medical practices just to deal with what we're seeing in the sentiment from the sentiment analysis of what the reviews are telling us. And then you mentioned it before, like what can you do
Unknown Speaker 22:00
To get more reviews, because honestly, if you get more reviews, from a marketing perspective, the more reviews you get good, bad and ugly, and you want to get the positive ones. That's how you're going to get the juice on Google. And that's how you're going to be very searchable because you wanted to be in the right place at the right time, exactly when patients are looking for you. And five years ago, I would have told you to put signs up in your office and, you know, ask for the feedback from the patients that are positive, and you know, hand them out some cards and things like that. But you don't have to do that anymore. There are services out there that very simply either will tie to your EHR, if you have an HL seven, you know, and you can open up the port and allow them to come in and grab that. Or you can file transfer over at the end of the day, you can set up like an automatic report through your EHR to dump a file and they'll grab it and text out your texture patients asking for reviews. And that stuff. I mean, for a couple hundred bucks a month or less. You can have every single patient being asked for their feedback. You focus as a physician on
Unknown Speaker 23:00
patient care and do a little training and engagement with your employees so they actually give a day you know, and create some incentives and things like that to reward them. Ask your patients for reviews and if that's all you do, you'll have a successful practice at the end of the day. So I can say I think it was Episode 99 this guy's what he does for a living we've had review wave and we had his Felipe something anyway he he is worldwide and that's what they do for a living and we discussed it all the rules about gating yes he legal Yep, rewarding for reviews can't do that. So we go through the logistics of that on two episodes. And so those are two companies over there that you can pay to
Unknown Speaker 23:40
to do that for you know, I was looking at of all things of a sec to me. Yeah, it's that time of life. And
Unknown Speaker 23:47
it and I'm in Germany, so it was looking and they got like national health care, but apparently it's not covered so you have to pay for out of pocket anyway. And this one clinic had 237 reviews, and the next clinic had 10 I was like
Unknown Speaker 24:00
Huh, webpage I looked for horse and you know, it was just one of those things they're like we do like 100 times more surgeries we did. And of course the reviews are mostly positive. I mean, especially in that procedure, you're gonna get a negative review. It might be because you had a kid. Yeah, there you go exactly.
Unknown Speaker 24:18
And I don't want to pretend like it's just the reviews. Like it's really what it is it's managing the reputation online and reviews are one part of it. It's also engaging with the audience on social media, responding to all your reviews, whether they're positive or negative, you know, so you're looking for a vasectomy, and it's a negative response. At least acknowledge that person's comment and say, Look, man, call us if you want to talk about talking about anything. You know, you can give people a back channel without admitting they're a patient, but at least give people the courtesy of a response not so much for that patient. But for the next patient that's coming behind them looking to see you know, if you even give a damn Yeah, so that's
Unknown Speaker 25:00
is the question. I had a cousin that owns a hotel and he's able to put back, you know, really, that's what you think because you broke the bed and the lamp and you didn't end it. And we can't, what can we say when they just fly off the handle on review, and it depends on which attorney you talk to on any given day. So you have to make your own, you have to make your own judgment call here. Our kind of rule of thumb is we like to acknowledge that something has been left, thank you for the feedback or if it's negative, feel free to call Sally in our office. Her direct number is this, you know, just acknowledge it provide an option. Really what you're trying to do is pull the the conversation offline, but you want to at least acknowledge it and provide an opportunity that if a patient actually wants to pick up the phone and call they will we have a process and then you don't see it much so you don't look on Amazon. Sometimes you'll find like a seller reply to you're like you got it. You gave me a three star review. You could have just said something or to give you back your menu.
Unknown Speaker 26:00
exactly the case. And then a lot of times like, you can see the review. And especially like on Google, they don't allow those anonymous reviews anymore, which is fantastic. So you get that you see the review, you know who that patient is, look them up, pick up the phone and call them resolve it offline, nine times out of 10, they'll go off and take the review off. You know, it's just a matter of doing that. And another thing that we encourage folks to do is be super active as a practice on social media. And I'm not talking about just like, putting things on social media because I think social media is dead from that perspective. There's a difference in being on it versus in it, get in social media, have fun with kind of building that that trust and authenticity on social media channels, build those kind of raving fans. And then when someone talks trash about your practice, or gives you like some, some out in the left field negative review, those fans that you've really built relationships with on social media, they'll come to your aid, you won't even have to be
Unknown Speaker 27:00
One responding to it because they'll respond for you that really happening and like a big ortho clinic happens all the time happens all the time we pay the last couple years, we pay a lot of attention to like recommendations, like when people are moving into communities, and they join all these Facebook groups. So the first thing that they will do is go on there and say, Hey, I'm looking for a pediatrician. And all these people will come on and give recommendations for pediatricians will have you have put the time and energy into building relationships through social media with your fans, and not just giving cookie cutter stuff. Those people are the ones that go out there and market your practice. And when somebody talks smack about you on social media, they're also the ones that are going to come to your aid. Gotcha. Yeah. Okay. So Justin's relation to this would be someone's on our in our chiropractic groups. Hey, what EHR should we use? Yes. And we're so sick of those questions. We were like, just use the search bar. Exactly.
Unknown Speaker 28:00
But I am I mean, I'm passionate. Like, this is the one that I like, I know you'll love this one and this is another one, but this one's no one seems to like but they've already invested so much money in it, that they can't on
Unknown Speaker 28:12
this point Mm hmm. Oh, people say Where can I get? Where can I find a chiropractor, you know, where can I get a massage therapist, we're going to go from PC and you know, I need a pediatrician. I need no GYN like, that's how people are finding their recommendations now. So that all ties into reviews, those are reviews and recommendations and, and sometimes they're closed groups. So how do you get in there, you can only get in there by really building those relationships with your customers, with your patients, with your employees, with the people out there in the community, they're going to be the ones marketing for you. Is there anything we can do in house? I'd maybe I don't see this very often. You know, a lot of Orthopedic groups will sponsor like the local college team and stuff like they have that kind of money, mugs, pens, hats, golf bags. I mean, is there anything you know, they always try to sell you that whenever you're a small clinic. At least. Maybe not
Unknown Speaker 29:00
These big ones, but they always always it's all in his brain. And he like, no, it's not it to me and like it's cute. It makes you feel good, but it doesn't do much What is your opinion? Have you seen it work? It's hard because you can't quantify it, you can't really measure it. But I can say, I do talk to Okay, so we have this one ortho group that we work with a couple of them, that's where they'll provide physicals to the local high schools for free. So what they'll do this one group will take the doctors and provide the physicals. You know, it's physical season coming up, and they'll go in and do like, it's a fundraiser for the school. So the doctors donate their time. The schools charge 20 bucks a pop, it's how they raise money for their athletic training programs. And so the doctors come in and do it, but when they come in for the physicals, they give them out these free t shirts, and you know, they're cheap t shirts, they're like $5 t shirts, you and I wouldn't wear them because they're hot, you know, probably too tight. It's not even good quality. I see. But I'll tell you what, I see these t shirts everywhere. Everywhere. I didn't think that
Unknown Speaker 30:00
You know, towels and things like that with logos work, but I'll be at the gym, and people are using towels with logos. You know, I got a practice that PT practice it does like stretch bands, you know, like the bands if you're gonna do band work, and they've got their logo on the bands. So, you know, I don't know, that's smart, it is smart. But I but I can't quantify it. I don't know if that stuff really works, if that's how you're choosing your provider. But if you're going to do these things, if you're going to be out in your community, then you know, you've got it, I would think you want your branded stuff. I tell you, if you had branded hand sanitizer right now, that would probably do pretty well. But But go to them in the point of buying tchotchkes and then distributing those things in the community is to get your name out there. Well, I think the best thing you can do if you're out in the community, is teach the people that are out there on your behalf, how to work a booth, how to take photos, how to engage the public on social media from the perspective of the practice, and then share the hell out of that stuff. If you're
Unknown Speaker 31:00
sponsoring the local football team. You should have people on the sidelines, taking photos, taking pictures with these kids, getting releases, doing some videos from the sidelines, putting that on social media using that to expand your reach, then it goes into those community Facebook pages. People are talking about you. They know who you are, they're tagging their kids. That's the value of those sponsorships, not just throwing money at them. Because normally there's just 30 businesses on a calendar that nobody even looks. Nobody cares about that stuff. But if there's
Unknown Speaker 31:32
exactly and if you're doing it, because you're helping out the local girl scout troop, then find a way to engage the Girl Scout troop in the conversation for you online because that's where people are finding all their information. And everybody at home right now is scrolling through social media. So how can you take advantage of that? If you do sponsor some kid group for whatever it is? You should be like, okay, but I need a PR Blitz. Yes, we can put on you know like Boy Scouts, Girl Scouts
Unknown Speaker 32:00
We're going to do something we're going to sponsor some kind of thing that relates to orthopedics or something like that. So it's going to be earned some kind of badge for some kind of athletic something or another and you can put your poster and you know you take pictures by it and all this kind of stuff. To me that makes a lot of sense. We actually got a mascot I'm just curious about this. We got a mascot it could be a bear I use crawfish because where I'm from, and you get like a jersey of some sort that that the costume wears and somebody in it and when you're at these events, it's you know, it's the pool kids in Oh get a picture and of course it has your name on it or something so when they post on social media, it has this all this goodwill and you want to share it exactly. We've got one right now so COVID-19 everybody's at home. No, I haven't left the house in a couple weeks My hair is starting to like my roots are showing my nails done the first time and I can remember why I haven't had my like a pedicure. Like we're starting to like the women especially we're starting to flip out. So we have a guy that he's a he's a plastic surgeon. He
Unknown Speaker 33:00
He's also an EMT doctor. And one of his, like feeder businesses is he has like a salon. So he does like, he's a full he's a plastic surgeon, he really makes it his his money on like the non surgical. So like fillers and things of that nature, but he also has like a hair salon. So we're gonna do a contest where it's like, Don't try to do your routes yourself. Instead, they're gonna patients or customers are submitting pictures of their bad hair. And we're running a contest around that. And so when they submit it, you put it up on social media, it's something to encourage engagement, but it's a way for him to keep himself part of the conversation while he's unable to practice medicine. And so you know, it's stuff like that when we got doctors doing telemedicine, it's one thing if you're going to do telemedicine, it's totally another thing if your doctors are doing like, fun photos of like it in their, at their telemedicine desk at home. They've got their their white thing out.
Unknown Speaker 34:00
lab coat on a pair of shorts underneath and they're having fun with it. And that's what plays well on social media. And that's what really helps you protect your brand online, be part of the conversation and remain relevant even when nobody's able to come into the practice. It seems right now everybody wants to see fun. And yes, all these people, they're like cooking at their house. Now they're being silly. And you're like, this is the this is a human being. This isn't. Dr. Francis, the surgeon is like, Oh, he's a human. He jokes around and actually plays with kids and all this stuff. And that's what we want to see. And that's how you build it. That's how you build the kind of fans out there for yourself that are going to really propel your practice when when you need them to propel it. What do you think about a one liner for all your staff to memorize? It's like a catchy phrase for your for your company. I think you got to understand what it is that the one liner means. I think it's kind of a fun, I think it's, I think developing a one liner.
Unknown Speaker 35:00
liner is probably makes a lot of sense. If you can let your employees be part of that conversation and get your employees to be engaged as part of it. I've got a practice whose one liner, they're like tagline is discover the difference. And for years, the practice administrator will be like Jen, what? Discover the difference mean? And I like Exactly. Okay, J, that that's what his name is I like Kj, you're you hired this big marketing firm years ago to come up with that line. And you should have known whatever that meant. Because if your employees don't know, then your patients are never going to know and the difference could be something negative. And then a couple years ago, we really doubled down I've got a ton of stuff about this on the podcast, we really doubled down on employee engagement for this practice. And all the sudden What did discover the difference mean? The difference is the patience. The difference are the employees like everybody can practice medicine, and I'm sorry, but every doctor out there that I'm choosing, I expect you to be board certified
Unknown Speaker 36:00
I expect that when you became a doctor, you went to the right places, I shouldn't have to check on your credentials before I make an appointment. But what I what the differences are the way that I get treated when I walk in your practice or the results that you get, and so discover the difference. And that tagline took on a whole new meaning when we started engaging the employees. And so we have practices now, that kind of tackle taglines, but they do it from the bottom up instead of like a big firm coming in and telling them this is your story now, like adjust to it. Instead, they let their people kind of tell the story, and then they create the tagline around it. So dig a little deeper since you have a place in your company that does it. Do we want something cute? Like like what you just mentioned? Or do we want something a little bit more outrage of mine? And then yeah, you can tell me like the city can hear the difference. This is a results based clinic that offers quick pain relief care, you get the relief you've been wanting with customized treatment and straightforward pricing. So
Unknown Speaker 37:00
It's more of stating the problem status and benefits. Any opinions? I don't know that makes I'm not saying mines great. I'm just saying it's a different style. I don't know if it makes a difference for me when I'm choosing a practice. I'll give you my statement. And so we we don't necessarily ours is really adopted from like the whole lifetime and senate concept Have you got to start with why what's your WHY? So people say like, what do you guys do? plain and simple. we simplify your marketing so you can run your practice, boom. I guess it's just it's your elevator speech. Right? Yeah. And I think it's good so that you're, if you're on an elevator or your employees are like, talk to you at the grocery store, and they say, you know, what do you do, it needs to be something that people can remember so that they can get it across but I think it has to focus on the why you're doing it and not so much the what you're doing. It just has to resonate with people and it has to be simple. I just think that crafting those statements have to come from the bottom up and not from the top down. Because what you really want your people to buy into it because if they buy into it
Unknown Speaker 38:00
They truly believe it, they'll convince the patients perfect. And one more thing on the telehealth anything that we should be focusing on whether it's on our web page or any tips that you've noticed that, you know, there's probably a probably have tons of clients that are trying to do it. Okay, so I'm gonna I'm gonna give you a tip and then I'm gonna give you this for the show notes because I, I just launched this thing called the Doctor marketing tips lab. And we weren't going to launch it this early, but then all of this stuff happened. And so in it, we've put like, like a bunch of resources related to like having to temporarily close your office, what do you need to do from the marketing standpoint? What is how do you put together the crisis communication plan and how do you get that message out there to patients? And then also right now we're putting together like, from a telemedicine standpoint, at least from a marketing standpoint, what do you need to do immediately, so that you can make sure your practice is running. So there's like some basic things that you should do for your website to get it all in there. There's some basic flyers
Unknown Speaker 39:00
It's really all about communication so that your patients know that you're still up and running. And also that you're referring providers know. And as old school as it sounds, if you can't go out and knock on doors anymore and build relationships with referring partners, we're doing a ton of facts blast, you know, sign up for an effect, you know, the only people that left are left using fax machines or doctors. So
Unknown Speaker 39:26
grab your referring list out of your EHR, download it, upload it into a system, you're gonna pay like at max 20 cents a pop, and drop a flyer to everybody saying, Hey, we're still open. We're still taking your patients. We can also you can refer them to telemedicine. I'll return them to you next week. And here's how you do it and send the fax out. So you know, that's like old school stuff, but i think i think that the basics at all. It's not so much about telemedicine, but it's about how you're going to communicate it. faxes are working. Lots of PR if you're in a market and you went to tell
Unknown Speaker 40:00
And you're the first one really out of your specialty doing it. The news will pick that up. That is a hot topic right now. So reach out to your local Oh, yeah, you can just reach out directly to them right. And it's almost like all bar like there's all rules are kind of off right now like in terms of communicating with patients. So pull your database and email them. I know that not everybody responds to email, but respond to email, look at your EHR and see if they have a built in like, like a text blast, because a lot of them do especially if you use a scheduling software. You can really for no cost text all of your existing patients. Tell them that you're doing Pella So I think those are things but y'all This is a goldmine that she just told you like he's or he doesn't then email, just send an email. You have a hot patient list. Even a cold patient says you have a list just send even if we're doing telemedicine, even if they're not like Look, I don't want we don't that people say we don't need to market to our existing patients. Yes you do, Mark. They're gonna tell everybody
Unknown Speaker 41:00
Else Not to mention, you know, many people are like, I'd go back, but I just don't want to wait, huh. And I don't want to do that maybe it's a little bit less money to do with telehealth visit. You know, I mean, there's so many perks. I think the next piece of telemedicine though, so like, right now we're kind of in like, let's put out all the fires. And like, we just want to be able to practice but I think the next piece breaks down to how do we maintain the patient's experience in a telehealth setting. So for example, we've been talking about this a lot in my office because a lot of practices that we're chatting with, so we're doing, we don't necessarily have one telehealth provider over another. But what we're doing is offering like to everybody out there to at least to our clients for free, like we will just get you set out on what works for you and a HIPAA compliant like process. And if you aren't a client, we bring you on and we'll say look for pennies on the dollar. We'll get you set up and do all the stuff for you. But you just need to be doing it but I think the next conversation is how do you protect the patient experience and so we have like practices are like
Unknown Speaker 42:00
I'm going to do it on Google duo. Or I'm just going to do it on Skype or I'm just going to, I'm just doing like FaceTime on my phone to do telemedicine. Okay. But what are you going to do six months from now and what you're teaching your patients right now how to use telemedicine. So once you train your patients on how what to expect, that's what they're going to expect moving forward. And if you're a large practice, once you train all of your providers on how to use FaceTime, they're not going to want to switch to something different down the road, because they've been trained. And so we have to like, Yeah, we got to put out the fires that we have now. But we need to slow down and think about long term how this is going to fit into the equation and what it is that patients are going to expect and how we're going to maintain that positive patient experience because they may be having a connection issue on their side in a rural part of Georgia. And you may have a great you know, like great
Unknown Speaker 43:00
connection and not had the issue on your side, but they're still going to blame you. And then they're going to go online and leave a negative review, because it's still part of that experience. So I think that's a bigger conversation that's going to happen over the coming months. But right now, like people just need to make sure they're set up and they're doing it and not the bust any bubbles you might have. Doxey that me, it's a good one, there's a lot of free stuff that you can use with that one. And they're already I'm about 96% sure that they're going to be on the podcast in the next within the next five or six days to just, if they're not even a sponsor, maybe we'll figure something out. But pretty much it's gonna be like a big sales pitch like what do you do? Why would we use you so it's just all the information that on there and what we should be aware of? So that way we can least pick the right company even if it's not there. So Justin, I've been working with the guy too and if you want him I'd be happy to give you his info. It says orthopedic surgeon who started a telemedicine company called ortho live and ortho live, he's rolling he just does orthopedic practices.
Unknown Speaker 44:00
Next week, he's rolling out with another one for other specialties. It actually integrates with the EHR and accepts payment. It does all kinds of stuff. So he's like, but but this is an orthopedic surgeon who built this so that he could do it. And it just happened that it blew up because of what's happened in the last few weeks. So he's seen like 1,000% growth, we've been doing a bunch of work with him just in integrations because we work with a lot of ortho so you know, if you want to talk to him, like it's another one from an industry perspective of a doctor who built it himself, and to hear that kind of inside info. I love it a lot. That's what's so fun about podcasts and you don't know who you will talk to next. What kind of connections someone might have. This is so closely what is your webpage for people to contact you find out more information and even sign up? Yeah, absolutely. So it's insight i n si g h t. m as in marketing G is in group COMM And they can find us on the doctor marketing tips podcast. That's just Dr. Marketing Tips and you can find us at
Unknown Speaker 45:00
Apple or iTunes or Stitcher or whatever it is that that your favorite podcast, streaming services. That's awesome. And I will look forward to getting these links. Everything will be in the show notes. I hope you all received massive amounts information like always say listen, think about what was said and implement. She's definitely giving you some Nuggets to just start looking at and to implement. You don't have to do it yourself. That's why you have staff. So just delegate and hey, you might want something to do when your free time who knows I love it. But I really, really want to thank Jennifer to me for being on the show today. Justin, I appreciate it. It's good time as always, and I really enjoyed your show. I'll make sure that I subscribe and become an avid listener for you five star review. I bet you got it five stars. It'll be an authentic review. I really enjoyed it.
Unknown Speaker 45:51
Another great interview has ended. While you're on your phone, click that review but write up a nice review for me five stars if you could as everyone's
Unknown Speaker 46:00
As an industry, it'll help other people to find us when we have enough rankings Not to mention, I'll mention you and your review on an upcoming episode. If you follow me at all on Instagram, you know you only get one link. So I use a link tree. And so it's a doctor's perspective dotnet slash links with an S. And that's going to give you everything you need to know the top episodes of 2017 and 2018, the podiatry series dentist acupuncture series holiday 2017 financial series, how to write a review, how to support the show like buying a cup of coffee, getting swag, like t shirts, the today's choice is tomorrow's health book. That's the blueprints for better health, exercise, picking food correctly and financial. And then of course bundle packs which can get you the needle acupuncture book 40 common conditions, including the electric acupuncture pin, a great deal. The resources page has some of the products that I like it's a affiliate style so if you buy something from
Unknown Speaker 47:00
I get a piece of that, just like on the shownotes pages. If you buy a book from clicking that link, I get a small piece of that as well. So I really appreciate that things like screencast o Matic pure VPN, missing letter J lab speakers, pro lone edge or hot grips. Once again, if you do need any coaching on how to improve your bloodwork, drop weight and the provolone diet fast mimicking diet five day plan, let me know as well as if you just need some coaching, whether it's health, whether it's marketing, whether you need some practice growth, etc. Reach out Facebook, Justin Trosclair MCC, of course, at a doctor's perspective. dotnet on the top right, you got all the social media icons that you can imagine, click your favorite and reach out. Thank you so much for tuning in. Please tell a friend pass it along. You can go to dotnet slash Listen, it's just that easy. It'll open up right in your app. And don't forget, I appreciate you. Listen, critically think and integrate see on the minisodes on Thursday.
Unknown Speaker 48:00
And Saturday, I hope you're enjoying those. I'm definitely having fun summarizing these podcasts in less than 10 minutes for you. You get the nuggets without having to waste your time. Every week.
Unknown Speaker 48:14
We just went hashtag behind the curtain. I hope you will listen and integrate what some of these guests have said. By all means, please share it across social media, write a review, and go to the show notes page. Find all the references for today's guest. You've been listening to Dr. Justin Trosclair giving you a doctor's perspective.
Transcribed by https://otter.ai