What is Paid, Owned, Earned, and Rented Media?

What is Paid, Owned, Earned, and Rented Media?

A good practice marketing strategy should have a good mix of marketing media... and using this POERM framework is a great way to map out your strategy.

POERM stands for paid, owned, earned, and rented media - and in this video blog, I share why it's so important to have a balance between the four.

This past week has certainly shown the danger of running your marketing solely on rented platforms – so make sure you always build a marketing channel you own... so nobody can tell you what you can (and cannot) post.

But let's take a step back.

A good practice marketing strategy can be split into two: the content and the distribution. The content you create and then how you market (or distribute) that content. Knowing how to work these two pillars will determine if you will have a successful marketing strategy.

 

OWNED Media is any media channel that you fully own - this can be your email list, list of SMS/cell phone numbers, and your website.

EARNED Media is any mention on other people's media channels - this refers to your podcast interviews, summit talks, reviews, content shares that help build your credibility from your prospective patient's perspective.

PAID Media refers to any media placement that you paid for... think paid advertising like Facebook Ads, Google PPC and any sponsorships.

RENTED Media refers to your media placement on free online platforms like Instagram, Facebook, Pinterest, Twitter or Linkedin - you don't pay for exposure on these media channel syet you are subject to the rules of the platform owner.

Why use these four? Because when you use these four strategically, your marketing efforts have a better chance of being noticed and engaged by your target prospects.

Next Steps

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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.

Leverage Facebook Groups For Your Practice

Leverage Facebook Groups For Your Practice

2020 made most health practitioners realize the importance of “digital” – accelerating a shift towards more virtual care delivery options (telemedicine, online group programs, courses) and exposing the need to master social media, paid ads and webinars to fill their practice.

Yet with more businesses running FB ads for the first time, paired with the 2020 election season, marketing on Facebook can seem like a maddening riddle … prompting many health practitioners to sour on the platform.

Yes, reach for organic posts from FB pages and IG profiles is down… again.

Yes, robots indiscriminately denying ads, shutting down ad accounts or business managers… it’s a fact of life.

And no, I don’t see any other community platforms like Mighty Networks or MeWe taking FB’s place in the near term.

Which leads us to the question...

How do you make organic social media work?

I like how Tony Robbins puts it… “The key to success? Model the best.”

Enter Facebook Groups.

Not just since the start of the pandemic, FB Groups have provided the critical community aspect in social media marketing – people aren’t just surfing social media for more information, but looking for their tribe, their community online!

With people physically more isolated than ever due to lockdowns, people crave meaningful connections with like-minded health seekers on a similar journey.

FB groups can provide the safe space to educate, nurture and empower consumers looking to live their best, healthiest lives... if you do it right.

And that’s why I’ve invited five rockstar health practitioners to share with you how they’ve been using FB groups to both nurture their prospects AND fill their practice, online programs and courses.

On January 12, Drs. Lara Salyer, Tara Scott, Rajka Milanovic Galbraith, David Bennett and Buddy Touchinsky will reveal…

HOW to effectively launch your FB group (so that the right title attracts prospective patients on its own)

HOW to promote & fill the FB group (with free or low-cost strategies)

WHAT to post in the FB group to create engagement (and how to prime members to become patients)

WHAT health practitioners need to know to stay in compliance with their health-centric FB group

Click here for more details and to register your seat!

🧲 Oh, and one more thing: When you register, I also send you my "FB Group Checklist" so you can assess what you already have in place, and what you may still need to add into the mix for a 🚀 thriving FB group.

Plus, I would greatly appreciate if you help get the word out about this special training (nothing to buy, just great info)!

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 You Should Focus On Creating Remarkable Experiences

Why You Should Focus On Creating Remarkable Experiences

If you want people to remark on your practice, then you need to create remarkable experiences.

Despite all my focus on marketing automation, it’s critical that you don’t forget the basics:

  • Deliver outstanding service… predictably & repeatable
  • Create remarkable transformations... consistently
  • Prime your patients to sing your praises… activate word-of-mouth (WOM) marketing!

When you think about it, ultimately, your marketing goes back to delivering amazing transformations that patients can’t stop talking about.

You see, after my functional medicine provider got me to go gluten-free earlier this year, I saw massive improvements within weeks… and so naturally, I am now a strong ambassador for her as well as for the power of functional medicine.

And I am sure you have the same kind of ambassadors among your patient base, right?

But it all starts by creating remarkable experiences that are decidedly different from what your prospective patients have experienced with their previous healthcare provider… as I explain in this video in detail.

Ready To Schedule Your Free Review?

If you’d like our team’s feedback on your website or social media strategy, schedule a complimentary strategy session and let's talk about how you can create a more patient-friendly website.

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.

How To Craft A Patient-Friendly Website

How To Craft A Patient-Friendly Website

Today's patients are more sophisticated consumers than ever… and a big factor in choosing their health practitioner is not just the quality of your services, but also the quality of their overall experience with your practice.

Putting them at the center when you create your website is probably the simplest way to make a patient-friendly website. But if we can dissect it further – because there are a couple more things you need to keep in mind when crafting your website.

#1 - Meet Your Patients Where They’re At

Too many websites only focus on the 2-3% of visitors that are ready to transact with you RIGHT NOW (they might be warm referrals from providers or previous patients), rather than the 40-50% of visitors that are ready to become a patient in the NEXT 90 DAYS (but are currently on the fence).

Thus, ensure that your website has calls to action (CTA) that meet a variety of visitor needs:

  • CTAs for free discovery call
  • CTAs for optins (instant webinars, lead magnets, practice introduction webinars)
  • CTAs to consume more content (video blogs, follow social media)

#2 - Speak To An Eigth-Grader

You may have all the information your patient needs, but if it is not arranged (or verbalized) in a way that a typical patient will understand, it will be hard for them to navigate.

In last week's Marketing Minute, I talked about the importance of a good content structure. Communicating the right things to your patients the right way is very important to their user experience.

#3 - Technology-Smart

Deploy a mix of the right tools and technologies. From appointment scheduling, to accessing your EMR, digital intake forms, your online store – the right combination of tools can sometimes improve patient-doctor relationships and even improve clinical outcomes.

However, It’s important to separate the “must-have” features from the “nice-to-haves” early on, so you don’t waste time considering solutions that don’t fit your patient's needs or that cost too much.

#4 - Mobile-Responsive & Fast Speed

Finally, ensure that your website is mobile-responsive and fast-loading… both of which play into a great consumer experience, and ultimately better SEO. In this context, hosting platforms like Wix lag behind, so it might be time to upgrade.

Ready To Schedule Your FREE Website Review?

If you’d like our team’s feedback on your website, schedule a complimentary strategy session and let's talk about how you can create a more patient-friendly website.

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.

How To Leverage Google My Business For Your Practice

How To Leverage Google My Business For Your Practice


 

Your prospective patients may not exactly be searching on Google for integrative and functional medicine practitioners, but they are looking for health practitioners nonetheless.

A simple yet very powerful tool can help your practice show up whenever they search online. Google My Business (GMB for short), is a free service offered by Google to manage a business' online presence across Google Search and Maps. Chances are, you will be familiar with it once you see it.

In 2018, 1 in 20 Google searches is health-related. And to put that in perspective, there are a whopping 3.5 billion searches per day on Google. Employing Google My Business will enable your practice to show up better in search results on Google.

In this video, we are going to talk about how to leverage Google My Business so it will be easier for your patients to find information about you online.

Download The Ultimate Google My Business Guide for Health Practitioners

To help you claim and optimize your FREE Google My Business listing, I have created a step-by-step guide to help you setup your Google My Business profile, manage your listing and encourage Google Reviews from your existing patients. Simply click here to download the PDF guide.

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.

Minding Your Digital Bedside Manners

Minding Your Digital Bedside Manners

How many times have you encountered an instance where you are trying to explain something to your patient and they found it difficult to understand?

A lot of times health practitioners can't help and be too "medical" in explaining things to their patients. As a result, our patients end up with even more questions in their mind.

The same thing occasionally happens online when health practitioners are unsure what to post and how to verbalize what they have to say.

In this day and age, communicating what you do and how you can help cuts across all fields of discipline.

It's not just your clinical knowledge and expertise that make your patients choose YOU but also your ability to translate that knowledge in a way your patients can understand.

In this video, we will talk about minding your digital bedside manners and how to put your best foot forward.

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.