Digital Marketing That Grows the Practice | Andrew Newland

Transcript YouTube English auto-captions. Hey guys, welcome to another edition of Bootstrap MD. My name is Dr. Michael and you are at the right place. If you are a physician or healthcare entrepreneur looking to become an entrepreneur and grow your practice, I know many of you who are practice owners or maybe you have your own business, you want to get started, don't know where to start, and maybe you're confused about what's going on in terms of how to get more exposure to your practice. So, we got a amazing expert here. His name is Andrew Nuland. He is the founder and CEO of functional medicine marketing. He's a digital strategist who works exclusively with functional and integrative medicine clinics. He's helped providers nationwide and around the world grow their visibility, attracting patients and regain time by building innovative sustainable marketing systems. His agency specializes in SEO, search engine optimization, which are SEO first strategies built for longevity, not just quick wins. and I got a little bit of a marketing background, but I cannot do justice and keep up with all the changes that are going on with the SEO marketing. So, I'm glad to have an expert here. So, welcome to the program, Andrew. >> How are you? >> Hey, thanks Dr. Mike. I'm excited to be here. It's a beautiful day and we're going to get into it. >> All right. So, let's talk about yourself. How did you get into marketing? Why functional medicine? Yeah. Just tell me about your journey. >> Yeah, absolutely. So, uh, my wife and I got married right out of college. We started having kids really young and we just dove right into entrepreneurship at the time. I had a background in high school of landscaping, you know, building patios, retaining walls, the hardscaping side. We're here in Colorado Springs, Colorado. And so, right after we got married, started our own landscaping company, which is obviously tough because it's super seasonal. And here in Cer Springs, it sounds like we get tons of snow, so you could do a bunch of snow plowing, but that isn't necessarily really true. It's actually very pretty mild here. We get some big snows, but nothing major. So, it was kind of this up and down, you know, just very seasonal, real great times of money coming in and then just some really hard times as well. And then all of a sudden, got four little kids, hungry mouths to feed, lots of diapers we need, and just put a lot of pressure on the business. And it was hard. As I look back, I just realized that there was a lot of lacking in me personally. I was really the problem holding us back in a lot of ways. But as we all have those journeys and stories, you know, those hard times are really important. And as we got into it, we had the business for about 10 years. And my favorite part was always the marketing. And then kind of second to that was I did 3D landscape design as well. So very kind of on that creative artistic side, but man, I loved marketing and things would go well and I was excited about learning it and then I would have to go shovel rock all day and you know with the landscaping. So after a time we were able to sell that for a little bit and then opened up the world to us. Now what are we going to do? And after kind of dabbling in a bunch of different things honestly on the entrepreneur side and we kind of finally just settled into marketing. It fits my personality really well. It's high energy. It's creative in high emergency. Everything needs done yesterday and that fits really well with my personality. So that's kind of how we got into marketing itself. My wife also an English and speech major in college. I was a communications major. So it just really kind of made sense for our education and personalities as well. And so we started just in a general industry agency at the time called Six IT Marketing. It's a short for six impossible things. And if you're familiar with the book Alice in Wonderland, it's a quote from Allison where the white queen says, "I've even imagined six impossible things before breakfast." And so we kind of dove in obviously real creative there. And we helped just kind of everybody. We had local banks, we had public school systems and used car dealerships, just kind of across the board. Well, in the meantime, kind of personally with our own kind of health journey, we started just kind of getting a bunch of kind of symptoms coming up. I was in my probably early 30s at the time and gaining weight and getting a bunch of headaches all the time and heartburn all the time and just feeling really old when I actually wasn't. And so that kind of got us down the path of thinking a little bit more deeply about our health and really taking ownership of our health as far as that goes. So it went down this path into more functional holistic things with our health and just okay, what's causing this? what can we do to maybe do some cleansing and be able to just kind of reverse some of these things without just throwing more pills at it. And that's kind of how we got into uh functional and integrative medicine on that side. And so then all of a sudden it dawned on us, you know what, we love functional medicine in our own health. I lost a bunch of weight and got rid of all my headaches and allergies and my childhood asthma went away and you know all the wonderful success stories that you hear and we really wanted to help the mission and I'm sure you have a lot of practice owners that are in functional or integrative or something related and we really wanted to just be able to help that mission and be able to kind of change the culture of healthcare in our communities. Now, we're not providers. So, we thought, well, why don't we start a marketing agency that helps really specifically functional integrative practices and we've been helping a lot of direct primary care and concierge practices as well. So, where they're more traditional in their kind of health mindset, but they have an untraditional model and so they need just really good marketing. And so, that's kind of the path of that journey. And so, we've had functional medicine marketing for over five years now. And we help practice all across the country. >> Yeah. I I love it and with my audience too with the Bootstrap MD podcast, my background is helping doctors with cashbased medical practices >> and most insurance-based practices, you know, don't cover functional medicine, don't cover DPC. So, there's a lot of people in my audience that you are speaking to today. >> I'm always interesting, you know, going from a general marketing to more focused. Are you still working with those banks or did it over time did you just said, you know, I'm just going to hone in on my niche and just establish my expertise here? Yeah, it's not that we stopped working. We still have some clients that we've had just for years and years with them and you kind of word of mouth and maybe friends and family and people hear about us and in some ways, not always, but in some ways, good marketing is effective for kind of across the board, especially when it comes to SEO. The benefit we have of really niching down into functional DPC practices, we really get to understand what it is. And I hear that a lot from clients or potential clients. They say, "Well, I had a marketing agency and they just didn't understand what it is that we do." So, we kind of had to re-educate them all the time and teach them what functional integrative or direct primary care medicine is. And so, we kind of eliminate all that where we have a really good kind of background and understanding knowledge of what it is they care about and their philosophy of medicine. And so that really saves them a lot of time and us a lot of time as well where we don't have to keep relearning, especially for SEO where we have to do a lot of content that's very educational, very valuable. We don't have to relearn a niche every time we get a new client. we can really kind of hone in and it allows us to really track a lot deeper kind of the keyword patterns across the country and the world as far as what's popular as far as are people searching thyroid or autoimmune or bloating or per menopause, you know, what's kind of the hot keywords. So, it allows us to stay on top of those for sure. >> Now, I've had both hats. I've ran a marketing agency several years ago focusing on reputation management, but I'm also a practice owner myself. A lot of my practice owners, they have this lovehate relationship with marketing agencies, as you can imagine. >> More hate than love probably. >> Also, if you're on Instagram, you're bombarded by the I'm going to get to 150 patients in 30 days. And I'm sure you've seen it as well. >> But a lot of times clinicians on here are a little bit apprehensive about working with a marketing agency. What are some things that we should be looking for in terms of wanting to do this? because a lot of my colleagues, yeah, I'm just going to do it myself, but it's very overwhelming just to keep up with the marketing and let alone trying to run a practice, seeing patients, and doing all the other stuff that you have to do as a business owner. >> Yeah, and that's a great question. I like to summarize all of those ads where they say they'll get you 30 new patients in 30 seconds for 30 cents. I think it was last year I saw a couple that said if they don't do it, they're going to buy your business from you. And I'm just like, what for $5? If it sounds too good to be true, it 100% absolutely is. Good marketing is like our health. There's no magic pill. There's not just one pill that's going to get rid of all of your symptoms and heal your body. I only have to exercise for a month. No. Good marketing is holistic. Uh you can't just have one thing that you just lean everything into. And people ask me that all the time. What's the one thing I should be doing? And I tell them there's not one thing. Good marketing is like a puzzle where all of the pieces play an integral role. It's similar to asking, well, what's the one car part that I really need to have my car running really well? Is it the transmission or the engine or the wheel? It's everything, right? And that really is the important thing. So, as you're seeing all of these ads, honestly, if it sounds too good to be true, it 100% is. Some specific things to ask when you're talking to any marketing agency company. First of all, are they going to make you build a new website? So many marketing agencies are set up to put handcuffs on you. You have to sign this six month contract or this one-year contract. I heard of a three-year contract the other day. Who would sign a three-year contract with a company that you don't know if it's going to work? You don't know how you're going to work with them. So, look for somebody that has a minimal contract or like we don't do contracts at all. We just go monthtomonth. And I never claim to be able to solve everybody's problems in a month. It really does take time, but I want to get rid of that so that we can build trust and relationships. So, that's one thing for sure. If they make you build a website or if they make you get locked into something without any kind of proof or building relationship, it's probably just some kind of a template funnel that they shove everybody into and claim that that's going to work. And those just don't work anymore. And then I'll be honest, I'm amazed how many people don't ask for references. So when you talk to an agency, ask for examples. Ask for references that you can contact. Now, there's a lot of different services, but if you can kind of get somebody that's close, you know, within functional medicine, maybe you lean heavily into longevity, anti-aging, and IV therapy, you should be able to find some references close to what that is and what you can work with. And honestly, if somebody promises you the world instantly, it's just not going to happen. So, save your money and just do it yourself, like you said. And so, really, those are some really big important things. The other thing that I would say is a lot of agencies make you use their ad accounts. So if they're going to run Google ads for you, for example, or if they're going to run meta ads for you, you pay them the ad spend and then they tell you how much they're putting towards ad spend, but there's not that transparency there. So again, our goal is really to earn some trust back to the marketing world. And full transparency, we use our clients platforms. We use their ad account. We use their Google Analytics so they can go in and see everything and we want people to be trained on how to read their own analytics if they want to and how to work on their website if we build them a website. So it's really this partnering kind of relationship if it feels like a greasy used car sales. Yeah. Just save your time for sure. >> Yeah. And you know I've actually worked with some doctors who unfortunately they got stuck with ironclad contracts and they're continuing to pay for them. And this is a well-known marketing company that's out there in the position field. >> Basically just using cookie cutter templates. Everyone's getting the same one. So be careful with the guys. >> Exactly. And speaking to that uh this common marketing style where it is these cookie cutter you think clickfunnel or you got a Facebook ad with a lead form that goes to a landing page that is real super salesy and there's a special discount like a group on kind of thing and then they nurture you with emails to get the problem with the majority of functional integrative DPC it we're talking about health care we're not talking about just some kind of life coach program or a new vitamin C, you know, something that's cheap. We're talking high ticket, right? Lifechanging health programs and focusing on building that trust and relationship. And you just can't do that in this like click here and become a patient. I can get somebody a hundred leads and they'll be all bad leads >> with that style. Like I can put a lead form ad on Facebook and give you a ton of leads. And you call them and I hear this more and more is I got all these leads. I called them. The majority of them didn't even know they filled out a form. They didn't know. And if they didn't show up and if they did show up, they were just there for the $49 special. That is not going to bring in those high quality patients, which kind of segueing into SEO. That's the benefit of SEO. If you can get on that first page of Google. So, for those of you out there that don't know, SEO stands for search engine optimization or optimizing your website for Google uh and getting Google to put you up on that first page. Rarely do people go to the second, third, 10th page on Google so that prime real estate is at the top of that first page. The benefit of that is you get in front of people that are already searching. Maybe they typed in direct primary care near me. that is a hot lead that or at least a very very warm lead that you would love to have a conversation with versus somebody that's just scrolling through Facebook or Instagram and they're not really searching. It just comes up and they're like, "Oh, that's cool." It's much much higher in the funnel, right? We want to get people where they're more at when they're actually searching and those turn out to be a lot better patients. >> Yeah. And as a matter of fact, sometimes those leads, it's like you'll get the leads and then you find out they're in a different state. I mean, how much is that going to be useful for you? And they ended up driving to LA. Maybe you're in LA and they were at the airport or something like that. But yeah, unfortunately those leads are worthless to you guys. So, let's talk about functional medicine. What are the some of the things that functional integrative practices that are unique that you've been applying in contrast to more conventional mainstream medicine? Are there any challenges or any advantages that these practices have? >> Are you talking in the realm of like marketing or just interesting services? general like let's say the way that you function in SEO versus let's say an internist trying to do SEO are there any specific challenges or uniqueness that functional medicine practices have >> yeah you know there's a lot of benefits doing SEO and marketing for functional integrative one there's a lot less competition compared to industries if you were to compare plumbing industry versus functional medicine the competition is drastic right there's so many plumbers out there vying for attention and needing work. So, there's a lot more noise to try to show up in versus functional medicine, we're in this really sweet spot where a lot more people know about functional medicine, but the supply is pretty great compared to the demand. And within those companies, not a lot of them are doing great marketing. A few years ago, you could just hang out your shingle and say, "Hey, I'm a functional MD." And people would just flock to you. It was just easy. Gone are the days where you can just build it and they will come. You know, referencing the old movie. When you do marketing, there's a lot less competition so you can stand out easier. The other thing is functional medicine even compared to DPC primary care where direct primary care you're fighting for a lot of keywords that insurance-based companies are going for as well. You've got family doctors, you've got hospitals, and so that can increase that competition versus functional medicine. it really is pretty isolated. So if somebody's searching, you know, a functional medicine doctor near me, generally you're not going to get a hospital to show up. So you're not in competition with that. So there's a lot of benefit to that. The other benefit is SEO is really focused on great content, really valuable, good content, and there's so much all these providers listening today, you guys know so much and you have so much value that you can offer people. So, there's a lot of great content that you can tap into. People are asking questions, okay? You know, what supplements should I be taking, you know, if I have Lyme disease or bioididentical hormones compared to regular hormone therapy, there's so much content that you can go after versus, okay, back to plumbers. I mean, writing blogs about plumbers, you can do it, but that's not great, right? And so, there's a lot of valuable content that you can go after with that. The other thing when it comes to functional medicine, if somebody's looking for a provider, they're pretty desperate. They're probably been to their alipathic doctor and their lab work came back normal or their doctor can't figure out what's going on. And so they're coming to this point where they're pretty desperate. And desperation in marketing, you the more desperate the better. You know, obviously we want to be very sensitive and caring for these people, but when it just straight comes to marketing, the more desperate they are, the better. For example, I'll have clients that want to go after kind of like the biohacking group, right? You've got these healthy people that just really want to level up and get better. Like if you get them as a patient, they're really easy to work with because they're disciplined. They already have the lifestyle changes and they don't have anything major horrible going on and so they're pretty easy to work with. The problem is they're not desperate for over 10 to 15 grand on a program that's going to level them up. they already feel pretty good and so they tend to now go, you know, well, I'll just go to CHACPT. I'll get my lab work done by Function Health and then I'll throw my lab work into CHPT and just tell them to, you know, look at this like a functional medicine doctor and I want a biohack. What would you recommend? And they're kind of content with that more with the bro science on Instagram versus somebody that's got a much more chronic autoimmune type disease where they are desperate for somebody to care and to listen that has experience. So there's a lot of benefits to functional medicine and how you do marketing for that as well. >> That's a good point. You know, we always say in business, right? You want to focus on a business where the problem is keeping them up at night. If they're fatigued, they got a headache, they're having poor relationships with their spouse. Those are the opices of a great business versus preventive medicine is often a difficult business to get into. All right. So, let's talk about SEO and maybe you could share a couple strategies uh that the listener can take home. >> They're new to all this. They got a website. What should they be doing if they're wanting to delve into this and get some exposure? >> For sure. First of all, kind of talking about websites. There's a lot of websites out there and everybody asks, "What's the best one?" the best one if you're at a point where you can decide, you're about to build a website, I highly recommend building it on WordPress with a builder called Elementor. But whatever website you have, it would be better to work on that site rather than thinking just rebuilding it on WordPress is going to solve all your problems. So, if you're at a point in your journey, maybe you have a website and it's, you know, maybe three to five years old and you're like, man, we really need a new website. Okay, now's the time to move over if you're not already and go on to WordPress with Elementor. The reason being is there's a lot more marketing, especially SEO capabilities that you can do with a WordPress site. And we like Elementor as the builder. There's a lot of builders. There's Divvy, there's BeaverBuilder. There's so many builders, but really Elementor or Divvy are really the best as far as that goes. So if you're at a point to make a decision and you need a new website, I highly recommend that you can still make edits on the front end. So you don't have to know how to do coding or anything like that. You can easily own that site. You can easily pass that, you know, give access to different marketing agencies at different times. Important thing, make sure you own it. The next thing about SEO is there's three perks to a good SEO program. And the hard thing about SEO is it can be really ambiguous. you have an agency that says, "Oh, we're doing SEO. We tack that on for 200 extra butts a month. We're already doing all your Google ads. We're doing your social media. We'll just throw a little SEO on there." The problem is rarely does that SEO make much of a difference. So, you need a good comprehensive SEO program. And I'm going to tell you, so there's three categories to that, three types of tasks. So, there's technical SEO, there's SEO content, and then there's local SEO. So the technical that's going to be in the backend code of your website. Making sure the website functions really well. It loads very quickly on people's phones. It changes size on people's phones and their tablets and their desktop, right? It's that mobile responsiveness. So Google wants to put the best functioning website in front of somebody. So, if you're just starting out, you don't have money to hire somebody, but you want to make sure you're tapping into some SEO for technical SEO, go in and hit all the buttons and make sure all the buttons work, right? They need if they're linking to a page, it should go to that page. If you've got a form on your website, it should work and, you know, fill out the form, test it out. So, make sure everything is functioning really well. And then some more backend technical things are going to be like meta descriptions and title tags and schema markup and all of those things that can get technical. But in the end, if you're just kind of on your own, make sure the website functions really well. If you have videos on there that are slowing it down, highly recommend just putting photos on there so it doesn't slow it down. Videos are great. And normally what we do like with a WordPress site, we're going to do a video on YouTube and then embed it into the website so it doesn't slow down the site. So just some basic things to make sure that it's running really well. And then obviously there's 30 plus different technical things that we do with our SEO program. A lot of those kind of happen upfront, but there's also plenty of them that need regular maintenance. Something to keep in mind SEO, Google's not looking for a perfect site. Google's looking for an improving site. So that's why the best SEO program is going to be a monthly ongoing program rather than well if I just paid you a bunch of money once to fix the site and get it all ready. It's all done. That's not how it works. You'll get beat out by your competition and Google likes to see you in there regularly working on the site. And then the next thing with SEO is going to be SEO content. And this is something that everybody should do, even if you have an agency, but you should be writing specific blogs, value focused blogs based on questions that people are asking you every day. This not only can help your SEO, but it can also save you some time from having to answer the same question over and over. So, you know what people are asking, and generally, if you follow those trends, that's probably what they're going to be searching the most on Google. So write good content. Don't just throw it into chat chbt and copy and paste it onto your website. That's going by very nature is compiling everybody's content into just a kind of a normative blog. You need something that's going to stand out. With the influx of all of this AI content, Google is leaning heavier and heavier into prioritizing good content because okay, now almost everybody's got this kind of base level of content where people didn't before. Now everybody's got this. So you need to be the cream of the crop, right? You need to rise up and when you write content, refer to your experiences. Refer to your patients. Hey, I had somebody come in and their lab work looked like this. and you don't have to mention any names, but Google loves to see those kind of personal anecdotal authoritative stories in your content. So, that's something you can absolutely lean into. It's not that you can't use as kind of a research tool, but never rely on it and expect to make much of a difference if you're just copying and pasting AI content. Google will always prioritize the best content and chat is just leveling up the normative content. So you need to stand out. So that's absolutely something that everybody should be doing on that side. Now when we do it, we go in and actually search and see, okay, what keywords are people using in our client's actual city within that? Are they using the term functional medicine more? Are they using the term naturopathic or holistic or alternative or integrative? And so we want to see and we can see okay what keyword the big keyword that people are using the most. And then within the services, we can see, okay, here's questions that people are asking about weight loss. People are starting to wonder if all of these weight loss drugs, are there going to be side effects to these? Like, how do I get off of these and not gain all that weight back? We're starting to see that kind of just that awareness after the explosion of this miracle ompic or simaglutide or whatever it is. And so with that, people are starting to ask questions. And so get out there and write that content and get that up on your site. And then the third thing is local SEO. That's going to take place on your Google listing primarily. So a lot of people think, hey, I have a Google listing now. I just let it sit there. Not at all. So there's three things that you should absolutely be doing regularly on your Google listing. >> And you're referring to your Google business profile. >> Is that what we're Yeah. Google business profile. It used to be Google Maps listing or whatever you want to call it. Google Maps. So, it's that business listing that's got your hours and your address if you have an address or your service area. And so, three things that you can do on that to optimize regularly for SEO. Respond to all your reviews, even bad ones. Google wants to see you using the platform. If Google sees a 100 businesses and looks and sees only three of them are using the Google business profile like on a regular basis, that is going to set you apart. So respond to all your reviews, even bad ones. And with those bad ones, don't argue. There's just crazy people in the world. Don't freak out about getting a bad review. It's an opportunity for you to show that you're trustworthy, that you're personable, and that you're professional. So just say, "Hey, thank you, Mr. Smith, for your review. Our goal is to provide the best care for our patients possible, and your review helps us do that. please contact us and we'd love to chat further about that and give them a place that they can contact. It's rarely about that person just because there's crazy people, but what about all the other people that are saying, "Wow, you know, that business, that doctor was kind even though this person was lamblasting them online." So, responding to all your reviews, even your bad ones, helps your SEO. The next thing is you can ask and answer your own questions. If you've ever seen on a Google business profile, you've seen somebody asked a question and then the owner answered. You don't have to wait for somebody to ask. Just go in there, ask a question, a frequently asked question that you get every day and then answer it. It doesn't have to be clever. In fact, don't be clever. Just be super clear. Hey, do you offer this service? Yeah, we offer this service and here's what it looks like. And hey, what is functional medicine? Well, functional medicine, we focus on getting to the root cause. just walking through those regularly posting some questions and then going ahead and answering them. Excellent for your SEO. And really the secret sauce for that Google business profile are updates. They kind of look like a Facebook post, but they're just kind of if you scroll down, rarely do people even know they exist, but Google loves them. And that is a great way to talk about your individual services or conditions that you treat. Now, when you write paragraph, just keep it super simple. You don't have to dance. There's no Tik Tok videos. You're just going to say, "Hey, here's what functional medicine is." Or, "Hey, are you struggling? Did your lab work come back normal?" But, you know, something's wrong, right? You're not sleeping well, you're gaining weight, and you're only a 42y old woman. It could be permenopause. And so just giving that real basic clear information, pick one service or one condition, write a paragraph or two, and then link it to different parts of your website with a those little call to action. And then you can add a photo. Specifically, if you can take a photo in your office, doesn't have to be super professional, but when you take it in your office with your phone, it's going to geo tag that photo, which means it's stamped with the latitude and longitude of your office location or maybe you're downtown or wherever it is that you're trying to target. You can do that manually. For example, let's say you're in Orlando, Florida, and you've got a clinic. you go on vacation, somebody takes your photo, you're on a Maui beach, and you finally have a photo that you like of yourself and you want to use it in your marketing, which you absolutely should. The problem is when Google crawls through the code, even on your Google listing or on your website, it's going to see where that was taken. And so, we're sending a slightly conflicting signal of where you help people because the latitude and longitude of that Maui beach is on there instead of Orlando, Florida. So you can take that photo and there's lots of platforms you can do this for free online and just geo tag it. You're going to restamp that latitude and longitude. Uh so just some real practical things that you can do and I know we just kind of gushed forth on that. Lots of note takingaking hopefully but I do a free video for anybody that wants it. It's not a sales video. All you got to do is give me your name, email, and your website and I will do that evaluation. I'm going to look at some technical things. I'm going to look at content and your Google listing and kind of show you some specifics on that. And that's just a free service that we offer. That's a great conversation starter for us, but I don't get super pushy in sales at all either. >> All right. Well, that's very generous. I like what you're saying too in this world of chat GBT. JPT is basically getting content that's already out there. So, the more that you can differentiate, the more that you can be specific, and that's going to be very true for local SEO. You know, let's say you're in Arizona and you're going to go after Lyme disease, but Lyme disease is a norththeast, you know, United States condition. Valley fever is a fungal infection in Arizona. Focus on that. That's going to make make more locals. So, the more that you're aware of these kinds of things, the more that you're going to stand out. >> Yeah. And again, it's not rocket science. You know, the people that are coming to you, you know what people are struggling with in your city. And like you said, I've never seen a tick in Colorado. They say there are ticks in Colorado. I've never seen, you know, I grew up here, lived here. I'm fifth generation Colorado native. Never seen a tick. So probably a lot less lime, but we've got our own things, right? And so speaking to that, and you don't have to be super clever, just say, "Hey, I've never seen a tick in Colorado, so maybe you're not struggling with lime, but here in Colorado, you know, altitude sickness or a myriad of different things that you could talk about." For sure. That's a great point. >> And and so speaking about AI, yeah, I'm sure that hasn't affected SEO one bit, but so let's speak about AI and search engine optimization and you know, how's that impacted in terms of what practices do now? >> Yeah, we talked about a comprehensive SEO program. For those agencies or clients that are just doing the bare minimum, checking the box of SEO, AI is going to make you obsolete because not only is Google trying to prioritize the best businesses, but now we have AI that's also prioritizing the best businesses, right? So, one of the best ways to stand out on AI is nothing special. It's still those three categories of having technical content and local SEO because again what is chatbt looking for when you say hey I want to find a functional medicine doctor near me it taps very heavily into Google. So if you have a good comprehensive program that's going to really set you apart. Now there are some specific AI things that you can do. There's an AI.ext file that you can put in your schema. also staying up to date with some Google updates because Google's leaning heavier into SER features which are like if you Google something you'll see that snippet up at the top before you see any actual websites or listings you'll see like an AI overview or people also ask Google knows that people are looking for these quick responses and so it's leaning very heavily into that on their platform and those SER feature rankings are really important to go after as well. There are some more advanced kind of technical things that you can do, but in the end, content, just high quality content is king. And then learning how to do some of those technical optimizations as well. For sure, >> Andrew, this has been a tremendous lot of stuff on here. We did nerd out a bit on there. So, I know I apologize. >> No, but great stuff. And really one thing on there, you can't do this by yourself, guys. You need to hire an expert to actually go through. I'm sure you update yourself regularly on search engine optimization. Seems like every month or every week something new is changing, right? >> Yeah, it's never ending. Yeah. And it's fun. I love it. Like you said, we get to nerd out a little bit. My goal is that I can help doctors nerd out on the things that they love to nerd out on and I'll just nerd out over here on handle the SEO and the marketing. >> Awesome. Again, where can they go in to find out? You generously provided a free evaluation. Also, you have a book that you wrote, digital marketing and SEO for functional medicine practices. Where can they go get that? And >> you can get that on Amazon for sure. Also, if you go to our website and you do just a little bit of digging, you can get a free copy, an ecopy free uh of our book on there. So, love for you to do that. Best way is to go to our website, functionalmedmarketing.com. I've got different ways you can contact me. I even have my cell number on there. You can text me if anytime if you want. We've got a form if you want that free website evaluation. Uh again, I just need your website and a contact email so I can send that video to you. And those are all personalized and I just do that as really just out of gratitude for the industry because it's changed my life so much and it is so valuable. Our mission is to help you help more people simply put by getting your online marketing right. We love it and would love to chat with you as well. So functionalmedarketing.com. Andrew Nulan, thank you so much for joining us. Andrew from Functional Medicine Marketing. Go check out his website and get his book. And yeah, what's the one thing that a practice can do right now that might move the needle for them? >> What's one I think I would go back to writing good content? I also say don't put all your eggs in the digital marketing basket. Uh you don't want to just put ads out there and do SEO and sit and wait. Get out in the community and have lots of conversations. sponsor an event, get a table, talk, go to a gym and have a talk about, you know, health and nutrition and just getting in the community. Getting that facetime is invaluable. And so the other thing would be again, write great content, valuable content for people and get it on your website. >> Wonderful. Okay. Well, thank you so much for joining. I learned a lot. I'm sure our audience did too. Go check out his site and thank you again for listening. As you know, as an entrepreneur, you can have your ups and downs. Do something a little each day to get you closer to your goals and keep moving forward. Awesome. Thanks so much,