I want to talk about a technique or a concept that I learned from one of my mentors, Sachin Patel of the Living Proof Institute. Sachin created a 30-part video series called, 30 Ways in 30 Days to Transform Your Health, and over the course of those 30 days, he’s sending people a daily email with a video of tips on how they can change their life set, so that they don’t even have to come into the office.
The way we have evolved this series is that we created a shorter sequence of just 10 days, which is more manageable for you in your practice. We’re calling it, maybe, 10 Ways in 10 Days to Transform Your Gut Health, or 10 Ways in 10 Days to Address Your Hormonal Imbalances.
What you can do with these 10 emails and videos is educate people on how you’re different. It looks something like this:
In email one, we talk about empathy and sharing with them that they’re not alone and that you have the social proof and the results, helping thousands or hundreds of patients with exactly this condition that they’re struggling with.
In email two, three, and four, we talk about foundational principals, principals that are common knowledge to you, as an integrative and functional medicine practitioner, that the broad audience probably has never heard. Things like the microbiome, or the brain-gut connection, any of these issues that are very common knowledge in functional medicine. What happens is, when your prospect is seeing these videos, what they’re thinking is, wow, my primary care provider has never talked about these. It’s probably very hard to talk about these things in depth if you only have five minutes for a patient appointment, right?
The idea really is in these emails, two, three, and four, and the intended videos, is you create the separation. You show people how you’re different and why your approach is different and create that sell differentiation that allows people to understand they may want to work with you, instead of their current provider, to address their conditions.
In email five, you could be talking about some of the lab testings that you do. Again, your prospect will be thinking, wow, my doctor never talked about this advanced testing, so this guy or this gal must know a lot more about certain conditions than my current provider.
And in email six to nine, you can talk about some of the changes that people can make at home that help them move the needle and move in the right direction. But the underlying tone is, again, hey, if you’re really suffering from hormonal imbalances, you need to work with a qualified provider to really suss out which hormonal system is out of balance and how to bring it back into balance.
A video and an email are not, probably, enough to really heal them. So, in email 10, you can talk about next step, which could be setting up a phone consultation with you and, by the way, you could mention the phone consultation throughout any of these 10 emails. But what this system gives you is really a framework where qualified patients are entering your email sequence and then, over 10 days, your pre-education and pre-qualify them to understand why you’re different and how you can, maybe, help them with their chronic disease condition a lot better than their current provider.
I hope this is helpful. We love to hear your comments on what you think about this approach, if you’re practicing it, and what questions or topics you have questions about, and I’ll see you in the next video.
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