Building a Profitable Private Practice Part 2 - Attracting Patients Through Social Media

Transcript YouTube English auto-captions. Hey guys Dr Mike boang welcome to another edition of bootstrap MD the podcast for physician Healthcare entrepreneurs uh if you joined us last week you know we're doing a series of how to bring cash Based Services into your medical practice whether you're first starting out or perhaps you have a practice insurance base looking to add some cash services or perhaps you got cash Services now but you know you feel that you could be a little bit more successful in doing so We've got an amazing expert here her name is Dr Ann trong she is a medical practice owner she has a very successful Sexual Health practice in Virginia last week if you missed it uh you you'll definitely want to go and get that recorded we talked about uh finding a niche for your cash based medical practice and now we're talking about real stuff here guys how to attract patients online and Has been doing this very successfully using social media perhaps you me cener on her YouTube I think you said you have over 40,000 followers 65 65 6,000 yeah it's amazing you'll definitely want to listen this is going to be incredible and um again welcome to the program so let's dive into it how can we attract more patients using social media to our Medical Practice right so The the key to any successful practice is to uh get leads to get patient into the door right because once you treat the patient they may uh get better or they may leave you or they move out but you always need to have an influx of leads in so that's that's called leads because they're not quite your patient yet but how do you attract them because right now your doctors may think oh I you know social media is so Overwhelmed blah you know and they just go scrolling on there uh to be entertained right so there are two re two things why people go on social media social media to be entertained or to learn something right so so the different platform have different purposes like YouTube is entertain or to learn and I love YouTube and YouTube is actually considered social media platform uh um um it's different but It's also a social media platform I love YouTube because it's owned by you uh Google and Google is a larger search engine and whatever you put on YouTube it actually be searchable on Google Plus if you put your content on YouTube it stays there there forever for years on end versus Facebook Instagram uh and Tik Tok do you know that if you put a post out on uh that it that it may it may stay longest like one day some sometimes Just minutes minutes and it's gone so think think of Facebook Instagram and Tik Tok as like you're you're standing on the highway you're standing on the highway you see all these cars going by in I I 95 that that's the post you're standing there and when your post comes out boom it it's it it just goes by somebody like that because it doesn't stay there for days or years so You would we would think that a post stays there it doesn't Okay uh and um uh those other platform is you know pay to play meaning if the post gos has more engagement or more views they'll show it to more people but if your post doesn't have engagement they won't show it to people so let's get back to what social media platform should you be on at YouTube and Why do you need to do that because that's how you're going to get people to know who you are and what you do the last episode we talked about niching down and let's say you're doctor and uh you do uh you treat uh patient with knee pain well you put out content meaning you create videos uh um on YouTube that is geared CH words knee pain so I'm working working with a doctor right now Where I'm I'm coaching her on how to track patient online to go to her practice but the the patient need to know who you are and what you do and they need to know and like you and trust you how do they know they know that online by seeing you on a video right it's not just a a a post with a picture of you seeing you on a video and Seeing how you are how you act how you how you talk right and so the the way to attract is to create U uh content or uh material that people are looking for so let's say you're on YouTube you type in uh knee pain well if you create a video that says um um um you know um knee pain while walking well that video will pop up and That person will say oh I'm walking I have knee pain they want to watch that video and you talk about uh uh you talk about why you have a knee pain while you're walking and what other the treatment and they see that they like it they will follow you so that's the whole journey of that right so having said that um uh the last time we said Niche down this time we say create the content how do you create the content That people are searching for well that's why niching down is helpful because once you know what services you do you're going to know who is that customer so I want you to figure out who is that customer that you love to work with that you uh that you that you look forward to seeing that is willing to pay you right so uh for me you know for myself is the man in his 50s uh that has sexual dysfunction that the business Owner or an executive uh is fairly healthy uh it's either marry or uh divorce or dating a younger uh uh woman uh play sports play tennis or even uh pickleball so I want you to get down to the granular detail what they do what they love what they occupation is and then you go on uh uh you you Google that you can type in the Google search bar um what uh when you the you type in knee pain uh while walking And you see all the topic uh uh come up those are the search item that people are searching for that's how you you do investigative work so it's kind of like reverse engineering you investigate what people are are searching for and then you create content about that so that way you know that people are searching for it so that way you creating the content that your customer are searching not create the content that you think the patient should know about there A big difference right big big big difference and you give patient what uh they give your customer what they want all right and you give them what they need when they come into your office but you got you got to give you how do you attract people online is that you create the content that they're searching for uh um so that way they can find you so you go on Google Search and Then you can go to a site called answer the public and find out uh uh what they're searching for and you can even go on YouTube and do Under the search bar type in knee pain and then you'll see all the different topic that uh uh pop up and uh and each one of those is um one video you answer one uh one video per uh question and um and When you record you you want to avoid uh techno Babble you know you uh you want to talk like at A fifth or fourth grade level you know it's called kitchen table talk all right that's what people talk when they're eating dinner at at um at the table just you want to record at a fourth grade level there's an app called Hemingway that you can input your your text in there it'll tell you what grade uh that is so You want to record at fifth grade level so that way people can easily understand that and can relate to that uh as well you don't want to say the word uh you know ACL or lateral collateral ligament because that you know you a confused mind it will not buy so if you lose somebody they're not going to they're not going to uh follow your so uh avoid the Techno Babel talk at a fifth grade level and Do investigation on what the customer is searching for and that's how you're can to catch their interest right because you know because if you if you're putting out content that people are not searching for they're not going to find you all right so you have to get out there doc I know that sometime as a doctor were were were were not the you know um comfortable being on camera or uh showing our personality well If you want to have freedom if you want to get away from the insurance and you want to have the process of your dream you need to get out there so that way your customer can find you right because if they don't know what you do they don't know who you are they're not going to come to you and the days of referrals are over all right If you're dependent upon referral from the doctors in town or the health system in town is over I can tell you that with me I found that out in around maybe 2015 or so when uh I had three neurosurgeon and 10 orthopedic surgeon was feeding me patient throughout the years they got bought over by the Health Care system and the Healthcare System brought in their own pinr person so Guess what all my referral got shut down because they had to refer within their Network and they wouldn't refer it out to me because I'm not part of the network so you you dependent upon referring Al that's referrals are very finicky right and you're depending upon a word of mouth that's also finicky as well too you have to go out there and create your own stream of Attraction meaning you have to be out there for your customer to find you and That's how you get to social media you create the content that they are searching for for what what I just show you how to do create the uh video uh so that way they get some actionable item on there just know on social media there's two reason why people are on there they're there to learn or they're there to entertain as doctors I guess we could entertain you could do a combination of both there are doctors that are in that have Big following on social media uh that are very entertaining but it's also educational uh as well and I I some I'm not a funny person but I can you know have inject some personality in who I am but be authentic be who you are as long as you deliver value uh people will follow you no matter what and as doctors already at doctors uh we are an influencer because we have the expertise and We have the credibility people will die for the expertise and The credibility that we have that we have as a medical doctor all you need is reach uh meaning the audience to follow you so if people see what you do then then what they're going to do they're going to uh go to your profile they're going to find out oh okay I wonder what I wonder what uh uh Dr Mike does and then on there will be his website and They'll click on your website and they're gonna try to find what you do or they or you can create a funnel which is essentially like a onepage uh website it's a one page that would uh will show them exactly what you do I would suggest a funnel that instead of your website uh because a a website u a lot of website can be confusing H and It doesn't uh you know if if somebody go on your website within uh 30 second they should know exactly what you do for them always remember how do you attract your customer it um what's in it for me because if you attract your customer if they if they see in your message what's in it for me why should I spend time uh my precious time listening to you because they want to know what's in it for me so If they land on your website and if somebody has knee pain they land on your website and you have a picture of somebody with Botox and fillers and a shock wave machine they're gonna bounce they're gonna leave because they're gonna they're not gonna say hey I have knee pain I you know Dr Mike is not uh doesn't look like he treat knee pain I'm not going to spend my time here so That that's the reason why your website should be uh very targeted on your Niche and gear geared toward your customer that you want to achieve and we covered that in the last episode this episode is how to create content that will uh attract your customer you create the content that they're looking for you uh and you talk the in their their language and then you bring them from social media to uh a page that specifically talk about what you talk about Like for instance what the example I give is KNE pain right you don't want to bring them to uh a page that talk about Botox and fillers because they're like oh what's this they they're going to just leave you so you want to talk about knee pain or you know how you attract leades that you can give them something away for free like a a free guide or free worksheet that will uh help them to uh five five things you can Do to get rid of knee pain in a week right so you you tell them that and they download that and when they download that you have their email once you have the email it is gold getting somebody's email is gold in fact I get their email and the cell phone number that way I can text them as well too because sometime email can land in spam uh and an email is not 100% deliverable so I get their text number and I I converse with them by text now that we started getting uh their cell phone number we get patient uh book fairly quickly and we get them engaged very quickly as well too that's um that is something that we have available in our software uh that uh uh that we use which is uh the DR Boss software um so having said that create the content that people are looking for by do reverse engineer by and By finding out what are they looking for on Google on YouTube and going to answer the public uh those are the main three area and then creating a land uh creating like a link on your profile that will bring them to that landing page that tell them what you're doing give them something for free and the goal is to get their email don't expect somebody to see you on social media and they will buy from you right Away no they won't they need to actually Studies have shown that they need to have seven different points of intersection with you before they buy from you and 11 hours of consuming your material before they buy from you that's a lot of time getting to know like and trust you right and I find that so true I produced I've been on YouTube for the last like um three years and we really took off since um May of 2023 and What we find is that what patient come to see us and would pay us $122,000 after they consume at least about you know a hundred of my videos and been following me for at least like three to six months uh and so just put out content out there just put it out be consistent and put out content because consistency H is key and quality all right and educate and quality and Then once you Le the material you can interject in then if you you can say oh this is what knee pain is it's about this is what you do about it and then you say if you want to find out more information uh I have a free guide you can uh that you can check out go go to my you know um the description to get that or go to my profile to get that so That's how you get a attract a customer online to into your world by getting their email and uh hopefully they'll go to your website and now with the Advent of uh Ai and chatbox is even more powerful so now I actually put a chat box on my website on my landing page in my funnel uh now to uh interact with the customer when they land on my website and The chat box uh you see what the chat box like little thing that's on the bottom right the bottom left of a web page and it looks it looks like a a like a dialogue box well you put your you ask them for their name and their email and their number and uh they ask a question and then now you can have a AI bot that will answer their question so In our software DR Boss software is a a marketing software that we use um when we work with Doctor uh and it's part of our uh uh coaching program you have access to that is that uh it will interact with the customer um 247 and the goal of that bot is to try to get the the um the customer's email as well it's a schedule an appointment uh or whatever you want it to do uh and you yeah and You can uh do the same thing on social media uh for when somebody you can tell somebody to DM you uh message you on uh Instagram or Facebook and um the bot can also uh anwers um the question as well too so with the Advent of AI it's so much easier to do we have about um between uh 50 to 75 leads a day from social media uh from YouTube mainly on YouTube that come into our office when I say lead These are customers that I have their cell phone and and their email and and that I can talk to them through email and through text about what I do how I can help them all right so the key I want to stress on here is that they don't become your customer right away they just want to know you they just want to they just want to know what you do what you're like and then once they know what you do and What you like and they like you and they trust you then they'll buy from you but that takes time that takes nurturing and that take nurturing and you creating the content uh and you send it to them through email uh and and the content that you create uh the one that they're looking for but once they're in your world you want to start talking with them by telling stories by telling stories of testimony telling stories about you uh as well and As a doctor I wasn't used to asking for help especially when it came to subjects outside of medicine but then I found physician coaches.com in an instant I found hundreds of experts to help me in all aspects of Life on areas I was afraid to ask dealing with burnout starting a side gig money management even help with my marriage and the best part nearly all experts are Physicians themselves after reading their profile and A quick chat I knew I found the right Mentor for me at physician coaches.com help from professional away want to stay up to dat with entrepreneurs join the lounge to stay informed with physician insights and the latest physici investor and entrepreneur info emailed directly to you join the loung at bootstrap md.com theou I love the idea about finding like one of the most freaking ass questions using answer the public another great way to do it is just hear it from your Own patients or hear it from your staff like you know I'm sure as a clinician you would get the same questions over and over again well take those 10 or 15 questions those can be 10 or 15 videos ask your staff hey what kind of questions you got out oh maybe there's this new medication that's coming out we're getting a lot of inquiries about it that is great uh source for videos that are going to be watched and Rewatched uh too um what do you think about those those ways to to get new content in oh absolutely uh like you know usually you have the top 10 question that your uh patient asks uh and you can actually uh um answer it on social media and you can even make it into uh a worksheet or PDF or a book you can say you can say you know the um uh to um top the top things you can do to alleviate Knee pain 10 things you can do to alleviate knee pain you can actually dictate it have it trans uh transcribed and then I forgot the software that can make it into a PDF I believe it's um harpa have you used that soft software uh it's an AI uh software or even um descript uh is a descript or is a designer um descript descript is one way that you can go and chap GT chap gbt has now Um if you if you pay for their uh higher end one they can do something like that as well yeah but it really doesn't matter what the source is I mean we're make they're making it easier and and easier um and I do want to cover one more thing too is when we're talking about let's say you're going to do YouTube uh for videos um you don't have to go crazy in terms of like buying equipment or anything like that I Mean even in our phones you've got you know you can get quality videos and if really at the end of the day just like turning on your phone you know like like you know having maybe your staff or your spouse or even yourself like hey ask me this question for me it's much easier for me to just like talk about it than sit down and actually go to on my computer and Write something for that's whatever the best way for you to get content out the fastest way more effective way that's the way that you you should do it a absolutely uh and now there's new uh equipment that's coming out like I'm using a camera uh well I upgraded but this is a camera I've used for the last three years it's this one 50 bucks on Amazon right here $50 and it's high quality high definition camera I don't use it now Because I upgrade it to another one this one is a webcam that's $300 but it's also sits en case in a teleprompter so uh if you are worried about you know whether you know you you you need to read off or something this one sits in a a case and there a teleprompter and then the word just pop up and I just read uh right into the camera so it's nowadays it's so Much easier for Doctor to on social media to educate and and don't over complicate It Like Mike said you can get just a 50 bucks a camera like this the um the microphone I have is $50 the dynamic uh microphone is probably much less now I bought this like I bought this like four years ago uh and it's still my the only uh microphone I use I have a light that uh that I think I bought for like 50 bucks like Again three years ago as well I have one on my left and one to my right here and that is all you need honestly you don't even need a lot you can sit in front of a uh uh window and and that will be enough light as well the key is to do it all right to record you can even use your phone uh to record in fact the phone is a uh has a better uh camera than most uh webcam And just record and make sure that you just have good audio because um uh sound is important because somebody listen to you and they're static and the sound is not clear they get turned off and they leave so you you know uh $50 microphone is probably even somewh even uh cheaper now than it was before when Mike and I let me let me tell you when Mike and I started doing this no one told us this we have to figure it out ourself we had to uh learn from other marketers that does not work with doctors or not familiar what doctors do and we have to figure it out ourselves we made a lot of mistake and probably made a lot of you know Financial mistakes well but we figured ourselves and now we know what works and we and we we know and We're giving you the fast track uh a road to uh uh be an influencer and how to uh um attract um customer to become your patient uh online because we we we have found that out over the years on how to do that and there it is a strategy I I went like uh I went to a conference recently and and I told the doctor that doctor go well I'll just go home and record a bunch of videos and I'll just put it out there and I said well you know there's a strategy on how to put out the videos and the content you can't it you don't just sit down in front of a camera and you just blur it out there's uh you have to reverse engineer you have to investigate what uh patients are looking for because you can be talking about uh some uh like something that they're not looking for so They're not going to listen to you how many times have you uh heard from colleagues or other doctors that produce material and online you have like 100 views or you know no comment and you get frustrated right it's because you're not giving them uh uh uh content information they're looking for you have to know what your customers is looking for and then you produce that content for them to pay attention to it's right now We live in the world of attention and attention is currency if you can get their attention and maintain it for a longer amount of time that is your money that is your money well you get their attention to a point where they give you their email and their cell phone number that is money yes this has been tremendous again uh listen relisten to this and give you nugget bombs of info here and If you like that we've got something called the medical practice profits challenge how about three days of power pack content for you to transform your practice into a cash practice machine you want to talk a little bit about what's going on right so it's a three-day Challenge and it is we challenge you to uplevel your practice and to for you to go out of your boundaries to make something of your practice to have the practice of your dream so The first day uh it starts on April the 30th at 8:30 um Eastern Standard Time night time and 5:30 uh p.m. Pacific time but first day we're going to talk about niching down and how to uh pick what Niche you should do and then we'll give you some homework to dok will probably take you five to 10 minutes and then that's going to be referred to for the second day the second day we're going to talk about content we're going to Dive deeper into what we talk about today how to produce content that uh uh your your customer uh want and that they want to go deeper uh with you and then we'll give you a little uh worksheet as well too and you can share that and then on the third day on the third day uh we'll talk about uh creating an offer and uh a membership uh and then Mike and I will uh do a Q&A and Maybe some uh hot seed as well because the key for this is that we want to overd deliver and giving you some actionable item that you can uh do right now for your practice that may move the needle uh and uh Mike and I want to be able to help uh the doctor uh be able to build the practice of your dream be free of insurance get out the hamster wheel get out of uh burnout and Leverage your time because in the end you know we don't have a lot of time on this Earth uh when I realize that I have 187 100,000 hours on this Earth if I was going to live up to 80 I realized that's not a lot of hours on this Earth and I want to make sure that uh I live the life that I want and not uh and make the impact so Uh we uh hope that you can join us on uh the three-day uh Challenge and you will definitely get some uh um good information that will make a big difference for your practice awesome awesome so if you want to register for it it's it's coming up quick uh starts on April uh 30th April 30th the medical practice profit challenge go ahead and register when it's fresh on your mind go to practice profits challenge.com practice profits challenge.com you go ahead and Register see Che your seat now uh look forward to H having you there and uh yeah excited to bring that on hey why don't we give them a sneak preview on what we're going to cover on the next topic all right episode yeah so the next topic that we're going to do in the in the series that we're going to talk about how do you create a reoccurring income now That exciting because all of us want to make money while we sleep and we're going to talk about that at the next time we'll cover that also in the medical profit uh challenge as well all right again thank you and thanks for everyone for listening as always you're gon to have ups and downs in your business if you don't know where to start we always recommend getting a mentor get a coach getting someone who's actually been there and Done that it'll keep you closer to your goals and keep