As healthcare professionals, we are inherently nurturers. We thrive on the success and well-being of our patients and clients.
However, this often leads to a detrimental oversight – the neglect of our own business's health.
I remember the days of tirelessly working to enhance our clients' practices, only to realize that our own marketing efforts were rather inconsistent. Our approach lacked the robustness I so passionately invested in others.
It was a classic case of the shoemaker's kids going barefoot – our business was the child that didn't get the shoes.
But, as I navigated through this entrepreneurial journey, I realized that systematization, automation, and smart technologies were not just trendy jargon.
They were the very essence of what our marketing agency needed. These weren't mere tools; they were lifelines that would provide for our team of 15 and their families.
As I share these 5 transformative elements, my hope is that they will inspire you to look at your business through a new lens: Whether you're a seasoned healthcare professional or a budding entrepreneur in the field, these insights are designed to guide you towards a path of greater efficiency, effectiveness, and personal fulfillment.
It's time to ensure that your practice, much like the shoemaker's children, is well-shod and ready to journey towards success.
In the ever-evolving landscape of integrative & functional medicine marketing, the quest for efficiency and effectiveness is unending.
Let me introduce you to the five pivotal areas that have been instrumental in our own journey (as well as countless health practitioners):
Each of these areas represents a strategic pivot from traditional, labor-intensive methods to more streamlined, effective practices.
They are the pillars upon which I've built a more efficient, productive, and fulfilling business model – and our hope is you’ll embrace them as well (click here if you want to go even deeper down the rabbit hole).
In the early days of my entrepreneurial journey, I found myself trapped in a relentless cycle – the social media hamster wheel.
Like many health practitioners, I was caught in the belief that success in marketing equated to a constant presence on social media platforms. The guilt of not posting consistently weighed heavily on me, creating a sense of inadequacy and frustration.
But then, a profound realization struck me, reshaping our entire approach to marketing: the true power of paid ads lies not in the ads themselves but in the follow-up.
This epiphany was more than just a fleeting insight; it was a paradigm shift.
I understood that without a robust, largely automated nurture process to guide prospects from initial interest to committed clients, our advertising efforts were akin to shooting in the dark.
In 2021, a sophisticated all-in-one marketing platform arrived on the scene, where I could track the journey of each prospect from the moment they clicked on an ad to the point they became a client. This level of insight was transformative, allowing me to refine our strategies based on real data and tangible outcomes (you know the saying “test, don’t guess”).
The shift from organic social media to hyper-targeted paid ads was nothing short of revolutionary.
Suddenly, I was no longer bound to the whims of social media algorithms or the pressure to constantly churn out content. Instead, I could focus on creating meaningful, evergreen campaigns that reached the right audience at the right time.
This approach allowed me to step off the social media hamster wheel and make time for more purposeful, trust-building conversations with potential clients. The outcome of this transition was liberating.
Our paid ads did more than just generate leads; they fostered relationships.
Each campaign was carefully crafted to resonate with the specific needs and interests of our target audience, establishing a connection that went beyond transactional social media interactions.
This strategy proved to be a game-changer, affirming that effective marketing is not merely about gaining visibility but about forging genuine connections.
I had a system in place that worked tirelessly in the background, nurturing leads and building the foundation for lasting relationships.
In retrospect, the journey from organic social media to paid advertising was a journey of growth and discovery. It taught me the importance of strategic thinking in marketing and the value of building authentic connections with our audience. It showed me that with the right approach, marketing can be a fulfilling and rewarding experience, one that goes beyond the pursuit of likes and shares to create meaningful, lasting impacts.
For the longest time, we just focused on lead magnets, followed by a nurture sequence leading into an occasional webinar.
Given the long lead time of sometimes years to enroll super busy health practitioners, it was mentally hard to justify paying for ads without seeing some form of return on our investment within 30 days.
Yet after studying Russel Brunson's and Alex Hormozi's books, I realized that all we needed is some form of irresistible entry level offer to finance our ads.
The concept was simple yet profound: Develop an offer so compelling and valuable that it not only attracts potential clients but also encourages them to take immediate action.
This offer needed to serve a dual purpose – to provide immediate value to the client while recouping the costs of our advertising efforts within a 30-day window.
The strategy was clear, but the execution required careful consideration and creativity. After much deliberation, we decided to focus on 'done-for-you' services. This choice was strategic, targeting a universal need among health practitioners – the desire for high-quality services without the burden of managing them.
These services had to be top-notch, addressing the pain points of practitioners while being affordable enough to encourage quick decision-making. The goal was to create a no-brainer offer, something so valuable and reasonably priced that it would be hard to pass up.
The journey to perfect this offer was filled with trial and error. Determining the right balance of value and affordability was crucial. I experimented with various services, price points, and marketing messages, each iteration bringing me closer to the ideal offer. The process was iterative and required patience, but the lessons learned along the way were invaluable.
The impact of this new strategy was immediate and significant. Not only did it lead to a higher conversion rate of prospects into paying clients, but it also allowed us to offset our advertising costs effectively. This approach transformed our lead generation process from a cost center to a self-financing mechanism.
Imagine spending $1000 on paid ads each month, and generating 10 paid consultations at $97. That immediately fixes your no-show problem – because when prospects pay, they pay attention. Prospects consume the training videos ahead of the strategy call, and are overall much better pre-educated.
The end result is that you can increase the number of discovery calls simply by increasing the monthly ad budget – and yet, you're still breaking even no matter how much you're spending... in essence making these calls free.
For years, I've been saying that "you can't just be an amazing clinician, you also have to be known as one."
The biggest obstacle to more clients is being known in the community. But you can't just post any content... it has to be strategic.
Here's what I mean by that:
Ultimately, for me and my team to help integrative and functional medicine practitioners dial in their marketing to a point where they have a predictable flow of new patients (and thus stability in their practice), they need to hire us.
So the educational content needs to appeal to "solution seekers" and not "information seekers" merely looking for information on how to do it themselves.
You see, initially, our content strategy was heavily skewed towards 'how-to' guides. They were helpful, yes, but they didn't necessarily inspire practitioners to engage with our services. This realization led to a significant shift in our content approach.
I began focusing on creating content that subtly guided practitioners towards recognizing the need for our unique solutions. This shift was more than just a change in content style; it was a strategic move to align our content with the ultimate goal of client acquisition. The evolution of our content strategy was the first step.
The next was to streamline and automate the delivery of this content.
This led to the creation of an automated pre-education system, a sophisticated yet seamless way to nurture leads from the initial point of contact (the lead magnet) all the way through to the evergreen webinar.
This system provides over 30 touchpoints, each carefully crafted to engage, educate, and gently nudge the practitioner towards a decision.
The beauty of this system lies in its automation – with each touchpoint meticulously planned and scheduled, ensuring a consistent flow of content without the need for daily hands-on involvement.
This automation was a game-changer. It allowed me to focus on more strategic aspects of our business while the system worked in the background, educating and nurturing leads. Moreover, this system provided invaluable insights into the preferences and behaviors of our audience.
By tracking engagement metrics across various touchpoints, we can gauge the relevance and impact of our content. This data is instrumental in continuously refining our strategy, ensuring that our content remains aligned with the evolving needs and interests of our audience.
For a long time, I struggled with webinars – and it's true for most highly educated professionals – simply because I taught in way too much detail.
It's only after I took Colin Boyd's training that I recognized that the goal of a webinar is to coach attendees to a decision.
For the brain to be able to make a decision, you can't overwhelm with too much information! So now I always seek to maximize release of dopamine and minimize cortisol release.
It's about creating desire for your solution, and getting attendees to decide that they rather hire you then do it themselves.
The goal was to simplify complex concepts, present our unique solutions, and help attendees understand how these could be applied to their specific challenges. This approach required a careful balance of providing valuable insights while avoiding the pitfall of overwhelming the audience with too much detail.
The transition from live to pre-recorded webinars was a strategic decision influenced by the evolving preferences of modern consumers and health practitioners:
You see, the biggest friction for live events (whether it's "Dinner with a doc" or a "lunch and learn" or a live webinar) is getting people to show up live and stay to the end.
This might have worked in 2015, but with the advent of Hulu, Netflix and on-demand streaming, consumers expect to consume content whenever it is most convenient for them.
So if you can shorten your pre-recorded webinar to 18-25 minutes and can make it truly interesting, you have a pretty good shot at more people consuming the pre-recorded version compared to a live webinar.
That said, I love live webinars because of the connections and bonding that occurs there – which is why I am hosting a deep-dive on "How To Streamline Your Marketing Tech (And Reduce Your Monthly Costs)".
Early on in my career, in 2001, I used to work with anyone that needed a marketing technologist. Banks, jewelry stores, non-profits, dry cleaners... you name it.
The challenge was that each project was unique with unique requirements, so I had to be the project manager on each project, directing my team.
Eventually, it became so exhausting that I decided to niche down to integrative and functional medicine marketing.
Now, for the first time, I could create standard procedures that my team could execute without me being the project manager. Still, there was a lot of custom work... which made projects expensive.
The breakthrough came when we developed our own signature P2P process to help practitioners convert prospects into patients... largely on autopilot.
This system, which I named the Prospect To Patient (P2P) methodology, is designed to address the entire patient journey – from the initial point of contact through paid ads to the final stage of achieving a defined, repeatable outcome for each patient.
The P2P methodology isn't just a set of steps; it is a comprehensive ecosystem, carefully crafted to ensure a predictable and efficient pathway to attract, nurture and enroll ideal patients into your practice.
In many ways, our P2P program is the functional medicine equivalent to the conventional marketing approach.
Unlike dental, chiropractic or medspa marketing... where the consumer knows what they're buying... integrative and functional medicine marketing requires an altogether different approach.
That's why integrative + functional medicine practitioners truly appreciate the opportunity to explore their issues and concerns with our team. They feel heard, understood and seen.
They appreciate that their marketing partner speaks functional medicine fluently, and is supporting them with done-for-you implementation where they only have to do 10% of the work.
These five elements have been transformative, not just in saving time but in fundamentally changing how we approach business.
They've allowed me to step back, breathe, and focus on what truly matters – making a difference in the lives of health practitioners and their patients.
If you're intrigued and want to delve deeper into these strategies, I invite you to join our upcoming training on "How To Streamline Your Marketing Tech (And Reduce Your Monthly Costs)".
It's a deep-dive into the world of efficient, effective integrative + functional medicine marketing, and you'll discover:
Plus as a bonus for joining the masterclass live, you'll get a free 30-day trial of the Big Boost Marketing Platform, tailored for integrative medicine practitioners.
This masterclass is an invaluable opportunity to declutter your marketing tech stack, integrate essential tools, and adopt essential marketing strategies for 2024.
Click here to reserve your seat now for this transformative masterclass and take the first step towards a more efficient and profitable practice.
Here's to stepping confidently into the future, and not only BE an amazing clinician, you also have to BE KNOWN as one.
ABOUT BIG BOOST
Our team is here to take care of your marketing strategy and technology, so you can focus on what you do best... helping patients create optimal health and resolve underlying issues.
As a trusted partner for many practitioners and organizations (like the Evolution of Medicine and the Institute For Functional Medicine), we know exactly what you need to create a consistent stream of patients.
RUN A SMARTER PRACTICE
Practitioners need to leverage technology so they can spend their precious time with only those prospects that are ready to work with them in a 1-on-1 relationship.
That's why we developed our proprietary framework to help you attract, nurture and convert the right prospects into patients leveraging patient pipelines, text message marketing and detailed tracking.
TAP INTO OUR EXPERTISE
Unlike other web designers, our team has deep expertise so you don't have to explain what you need build... why not tap into our team's collective insights from working with many of today's top practitioners?
We have a proven all-in-one technology framework that replaces close to a dozen softwares such as ActiveCampaign, Clickfunnels, Calendly, Teachable, Kajabi, LeadQuizzes and more.