Nurturing Prospective Patients with Ads

Nurturing Prospective Patients with Ads

The default mode for a lot of health practitioners seems to be: 'Hey, I don't want to give money to Facebook, Google, Youtube... I'd rather much do this organically." And while this may have worked a decade ago, it doesn't work well anymore.

In this video, I want to talk about the idea of nurturing prospective patients with ads.

Why "Organic Traffic" Alone Isn't Enough

Competition is getting a lot higher because more health practitioners are actively posting on social media, so there's more "noise" in the FB newsfeed.

Because of COVID, a lot of health professionals have embraced online marketing. As a result, it's created an oversupply of information around health and wellness. And at the same time, our consumer audience is cognitively a lot more overloaded than they were 18 months ago... because most of their life is now happening online.

Plus, online trends indicate that there's a rapid movement towards short-form content like TikTok – presumably because people's attention span is becoming shorter and shorter. This is why less people are reading emails and engage with longer form content such as webinars.

The bottom line... you can't beat the algorithm with just organic social media marketing to capture your audience's attention.

Why Ads Are Really Powerful

When it comes to marketing your practice, creating and promoting content are two different things. Ads are really powerful because now, without working harder, you can use ads to promote content, increase your exposure and show your content to your audience more reliably... you're not at mercy of the algorithm!

If you are a local brick-and-mortar practice, and you want to expand to a more regional level, video ads are the smartest way to expand your audience. With a limited budget and only a handful of videos, you can target consumers to watch your videos and build awareness... as I explain in more detail in the video.

Leveraging The 'Mere Exposure Effect' Through Ads

Ads leverage what's called the 'mere exposure effect' – where regardless whether people consume your videos, it still creates an impression on them. The more you see something, the more familiar you become with it. People develop an affinity to you and your brand simply by seeing your branded videos in their newsfeed!

This is how your practice can stay top of mind, and this is why brands like Coca-Cola and Pepsi are still running advertisements decades after their products were created.

If you're interested in getting ads and video marketing dialed in for your practice, we can help!

Simply fill out our practice health check-up to see how you stack up in all the areas of your marketing and then schedule a strategy session to figure out what the next best steps are for you!

Next Steps

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Virtual Workshops vs Webinars: Which One To Use When?

Virtual Workshops vs Webinars: Which One To Use When?

The other day, I was on a call with one of our clients, and we talked about webinars and workshops to not only educate prospects, but also enroll them into 1-on-1 care, group programs or online courses.

Whether you are running regulars workshops or doing live webinars for your practice, both have the power to get your message out to a bigger audience and enroll people into your practice. But what exactly is the difference between a webinar and a workshop... given that both can be delivered via Zoom webinar?

And how do you decide when to use which?

Virtual Workshops

In my book, a virtual workshop is essentially a two-hour session where attendees master a certain skill or process that they can then execute on their own.

Virtual workshops can also be easily turned into a course... so whenever you want to build an online course, I suggest to first offer it as a paid workshop to gauge interest and then convert it into a course. This is the exact process I used to create my "Content In A Day" workshop/course.

If you are interested in running your own virtual workshop and turn it into an online course, watch out for my workshop later this year on the topic.

Live/Evergreen Webinar

When it comes to webinars, I think of a a 60- to 90-minute affair where you educate and motivate people to take a certain action. It's not necessarily about mastering a skill but actually revitalizing their mind that they have to go in a different way about what they want to do.

If you're doing a webinar about "Adrenal/Thyroid Dysfunction" for example, the goal is not to resolve their underlying hormonal imbalances but to give the audience an appreciation for what needs to happen for them to get better.

Typically, live webinars come with a call to action for a discovery call (especially if you're presenting a high-ticket offer beyond $2000), although if your webinar is about a more affordable online course or group program (offer is below $2000), you might be able to directly send webinar attendees to a sales page.

For integrative, naturopathic and functional medicine practitioners, you can probably enroll attendees straight into your group programs but I recommend that you get them first into a discovery call so they can further ask questions and evaluate if they are comfortable enough to move forward with you.

Next Steps

So if you enjoyed this content, please…

If you want other practitioners just like you to be able to access this information, this knowledge, make sure to use the share buttons below to share it with someone that means the most to you. Remember, as practitioners, it’s our job to help more people understand what we do, allowing us to evolve the future of

Do I Need A Marketing Funnel To Grow My Practice?

Do I Need A Marketing Funnel To Grow My Practice?

Which type of health professionals can benefit most from a dedicated marketing "funnel" to fill their practice?

As a functional medicine marketing technologist, it's one of the most frequent questions I get.

And just to define what I mean by funnels... marketing "funnels" are merely a set of web pages and emails/SMS arranged in a strategic order to mirror the patient journey from awareness through nurture all the way into enrolling as your client.

You can liken that process to buying a car. You don't just go to a dealership and buy a car... there is a series of steps that precedes the actual purchase and every single buyer will go through them without fail!

In this video, I want to share my experience working with hundreds of integrative, naturopathic and functional medicine providers on how we help them attract, nurture, and enroll the right clients through marketing funnels.

Top of the Funnel (TOFU): Awareness Stage

If you picture the top part of the funnel, this is the awareness stage where you put out content that captures the attention of those consumers that could potentially become paying clients. In essence, we want our audience to make a mental note to dig deeper into what you've got to say on the topic.

Most consumers will only be "problem-aware" at this stage, so it's beneficial to meet them where they're at. Lead with symptoms or what they've been diagnosed with, and activate their curiosity that there may be a different, dare I say better, way to finally resolve those symptoms for good. I'll go into more detail in the video on the exact content you should be featuring in your social media, website, and emails.

Middle of the Funnel (MOFU): Engagement Stage

Continuing the patient journey, people move from awareness stage into the engagement stage. Your goal is get your audience to know, like and trust you enough... so you become top of mind expert on the given topic. What typically happens in this stage is helping your prospects understand why you are the expert, and how your approach is so different from what they've tried before.

In the video, I'll go deeper on the type of content and "call to actions" (CTAs) that you should be feature in your content, such as inviting them to join your Facebook group, register for webinars, watch your YouTube videos, or visit your website to engage deeper with your prospective clients.

Bottom of the Funnel (BOFU): Conversion Stage

As we get to the bottom of your marketing funnel, prospects already trust you and they start actively entertaining the idea to partner with you on their health journey. That's why your content at this stage should primarily focus on reducing resistance to working with you (and I'll go deeper in my video on the type of content and CTAs to use).

But the best conversion vehicle is inviting them to a discovery call or health assessment to explore with them potential options.

Watch The Video To Discover...

  • WHICH type of health professionals can most benefit from marketing funnels
  • HOW to apply the 80/20 rule to functional medicine marketing... and why you can't automate everything
  • HOW to craft "assertive" functional medicine marketing funnels so you don't come across as salesy
  • WHAT you can do if you're too busy to DIY your marketing
  • WHY you should take our practice health checkup

Next Steps

So if you enjoyed this content, please…

If you want other practitioners just like you to be able to access this information, this knowledge, make sure to use the share buttons below to share it with someone that means the most to you. Remember, as practitioners, it’s our job to help more people understand what we do, allowing us to evolve the future of

Have You Created An Elevator Pitch For Your Practice?

Have You Created An Elevator Pitch For Your Practice?

You're probably familiar with the concept of an elevator pitch and why it's so important to communicate your unique value proposition and why prospective patients should partner with you.

But beyond the communication angle, creating an elevator pitch pushes you to get clear on who you want to serve, what problem you solve, why your solution is better, and why they should choose you.

In this video, I will be talking about the structure of an elevator pitch and how you can get started to create one for your practice.

The Basics

For starters, an elevator pitch should be short, high-impact, specific and memorable. This is why you really have to take the time to think about it... you can't just 'wing it'.

When you have all these elements come together, yo can have a very strong first step forward when you meet your prospect patients.

Step 1: Define The Problem You Can Help With

The first thing we need to know in your elevator pitch is defining the problem your target audience has. When building your elevator pitch, start with something that resonates with them. Because by nature, people are usually motivated by self-interest.

Ask yourself: What's their problem, how does it manifest itself in their daily lives? Why haven't they been able to solve that problem?

Step 2: Propose A Solution

The second piece of your pitch is explaining how you can uniquely solve your target audience's problem. The solution should immediately be clear to them. Your prospects not only want to know how you're going to help them... but also why it's going to work.

Ask yourself: How is your solution different from what they have tried before? What's the unique mechanism that makes it work?

Step 3: Establish Credibility

The third piece of your pitch is designed to put your prospects at ease knowing you are the expert they have been looking for all along.

You can maybe talk about your track record in helping patients just like them. Make sure to match that with relevant training and medical experience.

Or, integrate social proof.

Ask yourself: Why are you the expert perfectly situated to help your audience with their problem?

Step 4: Highlight The Value Of Your Offer

The fourth piece of your pitch is making a case about the value of your offer. Oftentimes, people immediately look at the cost of what you can do that they forget the cost of not taking action.

A good deal sometimes needs to be thoroughly explained. Provide a good reason why now is the time to do this.

Ask yourself: Why is your offer a smart investment? What is the cost of inaction?

Step 5: Reverse The Risk

The fifth piece of your elevator pitch is what we call risk reversal. This step is very important because people are naturally skeptical... especially when they've been to a number of health practitioners who haven't been able to resolve their health concern.

Figure out a way to erase that skepticism... because that lowers the barrier to actually partner with you.

Ask yourself: What are the risks that your prospects are worried about? Why are they jaded about the offer you're making?

Step 6: Encourage Action

The sixth and last piece of your elevator pitch is your call to action. Essentially, people want to be led. They want to be told what to do next.

Figure out what what you want to tell them as the next step. It should feel logical so that people feel this makes sense, and will depend on the context (whether you talk to them in person, on your social media etc).

Ask yourself: What's the next best step for them?

Example Pitches

[PROBLEM] So many people struggle with low energy, brain fog & stubborn weight — but they go about it the wrong way! [SOLUTION] That’s why I’m so passionate about helping people reset their metabolism, so they can finally reboot how their body uses energy... and finally lose weight without diets or constant exercise. [VALUE] It's delivered as a convenient group program with built-in accountability, delicious recipes and amazing self-care routines. [CREDIBILITY] On average, people lose 20-45 pounds over 10 weeks and the best part, they keep it off! [RISK REVERSAL] Unlike the diets you may have tried before, this is about sustainable lifestyle changes... and I am hosting a free 5-day challenge so you can learn about the foundational pillars why it works. [CTA] Want to get started?

Where Can You Use Your Elevator Pitch?

  • Website: You could put a short elevator pitch video on your homepage or About page. Or add it to the Thankyou page after optins.
  • Facebook Group: Expand or repurpose your elevator pitch as a video in your Facebook group.
  • Social Media: Introduce your practice and then proceed to your elevator pitch so people can opt into your mailing list and go through your marketing funnel.
  • Personal Interaction: Obviously use your elevator pitch when meeting people in-person at conferences, events or workshops.

Next Steps

So if you enjoyed this content, please…

If you want other practitioners just like you to be able to access this information, this knowledge, make sure to use the share buttons below to share it with someone that means the most to you. Remember, as practitioners, it’s our job to help more people understand what we do, allowing us to evolve the future of healthcare.

Attract Patients with Video Lead Magnets

Attract Patients with Video Lead Magnets

Video is arguably the most important medium in order to influence consumers' perception... due to its combination of visual and auditory cues.

Previously, I talked about the seven ways how you should use online video in your practice, but what I didn't talk about is how to use video as lead magnet.

That's why in this video, we are going to talk about why you should consider using video lead magnets – not only to build your email list but also build connections with your prospects.

Why Do You Need Lead Magnets?

The reason why you need lead magnets is because you need to build an email list to attract, nurture and eventually enroll patients into your care.

And if you need to generate discovery calls, these discovery calls have to come from somewhere. This is why you need to get prospects first onto your email list and from there on, nurture them enough that they actually understand the value of partnering with you on their care.

What I Learned About Creating Lead Magnets

Last year, during COVID, I created a lead magnet on "how to get started with telemedicine"... thinking that this is a lead magnet that everyone would want. I created it, put all the effort in. In the end, only 10 people downloaded it. So all the time I spent in creating and perfecting it didn't really translate into more opt-ins.

What I learned is that the most important thing is to quickly create + publish lead magnets, so you can rapidly test whether those lead magnets have legs. And if they do, you can then perfect your lead magnets.

The Better Way To Create Lead Magnets

That's why we employed a concept at the Evolution of Medicine back in 2016 where James Maskell was creating all kinds of videos. It just took him 6 - 10 minutes to create those videos as lead magnets. We then tested which video lead magnets generated opt-ins and which ones did not.

If you want to see an example in action, you can watch my my video on preeminence.

Download The Ultimate Video Guide To Rock Your Videos

If you want to get deeper into how to get the most out of video, I encourage you to download our ultimate video guide... it's about how to do the camera setup, how to use tripods, lighting and teleprompters. Plus, I'll explain how to be more energetic in your videos and how to use hand gestures to be more animated on camera.

Next Steps

So if you enjoyed this content, please…

If you want other practitioners just like you to be able to access this information, this knowledge, make sure to use the share buttons below to share it with someone that means the most to you. Remember, as practitioners, it’s our job to help more people understand what we do, allowing us to evolve the future of healthcare.

Why Update Your Website Regularly

Why Update Your Website Regularly

Just like in health, it's much easier to maintain a functioning website rather than letting it deteriorate and then only taking action when things are broken. This is why it's important to do preemptive maintenance and security updates.

In this video, we are going to talk about why you should regularly update your website and the three areas that you need to focus on.

The Importance Of Regularly Updating Your Website

Regularly updating your website is just as important as regularly maintaining health and your immunity... so you're ready when viruses come knocking on your door.

Specifically for websites, there's a number of bots out there that automatically probe for vulnerabilities and then spring into action when they find a website with unpatched security issues.

That's why it's so important to have a dedicated team member (or website support team) to keep your website up-to-date.

Here's three website areas you need to focus on:

#1 - Annual Review of Your Website Content

Make sure that your website links are all working and your blog posts are still on point and relevant to your niche. Another thing to regularly update is your "About" information. If there are changes in your team, contact information, it should be up-to-date as well.

#2 - Security Updates, Maintenance & Website Backup

When website hosting sites like WordPress comes out with updates or new plugins, your website should also be up-to-date the same way your phone needs the latest Android or iOS updates.

When it comes to website maintenance, I believe it's not something that you as a practitioner should be doing. It's something that needs to be done on a recurring basis and it's much cheaper if you just outsource it to a team who does it.

#3 - Regular Content Marketing

If you are already creating content on social media, then I highly suggest that you also add that content to your website. Your website should not only educate people, but also drive action like content consumption or signing up for a discovery call.

At Big Boost, we have a service to guide your content marketing - providing you with SEO-optimized titles and talking points, and then editing your videos. To learn more, watch my explainer video...

Next Steps

So if you enjoyed this content, please…

If you want other practitioners just like you to be able to access this information, this knowledge, make sure to use the share buttons below to share it with someone that means the most to you. Remember, as practitioners, it’s our job to help more people understand what we do, allowing us to evolve the future of healthcare.