Marketing Tips for Doctors: Recent Episodes

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In this episode, Barbara discusses:

• Dr. Barbara Hales explains why video is a powerful way for physicians to connect with future patients where they already are—on platforms like YouTube, Facebook, Instagram, TikTok, and LinkedIn.
• Dr. Barbara Hales shows that physicians already have endless video topics by turning common patient questions into short, helpful content.
• Dr. Barbara Hales warns against waiting for perfection and urges doctors to start recording imperfect but useful videos instead of obsessing over equipment or appearance.
• Dr. Barbara Hales emphasizes speaking in simple, patient-friendly language (not like a medical lecture) and getting to the point quickly to keep viewers from scrolling away.
• Dr. Barbara Hales highlights the importance of focusing on the patient (not the doctor’s credentials) and using strong visuals and demonstrations so videos build trust and are memorable.

Key Takeaways:

“Video works for physicians not because it’s perfectly produced, but because it quickly, simply, and visually answers the patient’s real questions in a way that feels personal, trustworthy, and focused on them.”

Connect with Barbara Hales:

• Twitter: @DrBarbaraHales
• Facebook: facebook.com/theMedicalStrategist
• Business Website: TheMedicalStrategist.com
• Email: info@TheMedicalStrategist.com
• YouTube:@barbarahales
• LinkedIn: https://www.LinkedIn.com/in/barbarahalesBooks:
  • Content Copy Made Easy
  • 14 Tactics to Triple Sales
  • Power to the Patient: The Medical Strategist

TRANSCRIPTION

Chapter 1: Why Video Matters for Physicians

[0:00:02 – Dr. Barbara Hales] Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales. Today we are going to be discussing something that has become one of the most powerful marketing tools available to physicians: Video, but ask yourself why your medical videos aren’t working. Today, we’ll discuss the first five mistakes most physicians make.

[0:00:38 – Dr. Barbara Hales] Before you think, I don’t have professional cameras. I don’t know how to edit. I don’t have enough time, or I hate seeing myself on camera. I want to tell you a little story, because over the last few weeks, I’ve been learning something completely new, not medicine, not practice management, not marketing strategy. I’ve been learning how to create short-form videos, and let me tell you, it has been humbling. I honestly thought the difficult part would be coming up with ideas. It wasn’t. The difficult part was editing. One afternoon, I spent hours trying to edit what should have been a very simple product video. Hours. I watched tutorials. I clicked the wrong buttons.

[0:01:45 – Dr. Barbara Hales] I undid things I had just done. At one point, I honestly wondered if I was ever going to finish. Then I had a realization: I don’t need to become a professional video editor. I don’t need to look like it was made by a professional. I need to become a better communicator.

[0:02:14 – Dr. Barbara Hales] Those are two completely different skills. Technology can help me edit. Only I can communicate with authenticity, and I realize something else. If I felt overwhelmed, imagine how many positions feel exactly the same way. So, if you’ve been putting off video because it seems complicated. This episode is for you. Why now? Let’s start with a simple question: Why should physicians even bother making videos? Because that’s where your future patients are. Years ago, people searched Google. Today, they search Google, YouTube, Facebook, Instagram, TikTok, even LinkedIn.

[0:03:15 – Dr. Barbara Hales] Patients don’t just want information anymore; they want connection. They want to know what kind of doctor you are. Will you explain things clearly? Will you listen? Will you make them feel comfortable? Video answers all of those questions before they ever schedule an appointment. Here’s another reason: you already have an unlimited supply of content. Every single day, patients ask you questions-questions you’ve answered hundreds of times, questions that seem routine to you-but those same questions are brand new to someone hearing the answer for the first time.

[0:04:06 – Dr. Barbara Hales] Should I worry about this symptom? Why do I need this medication? How long will recovery take? Can I exercise after surgery? What’s normal? What isn’t? Those aren’t just questions. Those are videos. Seasonal illnesses, flu season, travel medicine, heat exhaustion, spring allergies, sports physicals, Heart Month, Breast Cancer Awareness Month, Diabetes Awareness Month. The ideas are endless, which brings me to what I think may be the most important sentence in today’s episode. Every question you answer in the exam room today. Is probably being typed into Google, YouTube, Facebook, Instagram, or TikTok by hundreds, if not 1000s, of people tonight. Then think about it.

[0:05:16 – Dr. Barbara Hales] Those questions, the ones that have become second nature to you, they’re exactly what people are searching for. They’re looking for answers. They’re looking for reassurance, and perhaps most importantly, they’re looking for someone they can trust.

Chapter 2: Mistake 1 – Waiting for Perfection

[0:05:35 – Dr. Barbara Hales] If you’re the physician consistently providing those answers, you’re not just creating videos; you are building relationships before the first appointment ever happens. Now, let’s talk about the first five mistakes I see physicians make with video marketing. Mistake one: waiting for perfection. Let’s start with the biggest mistake of all: waiting until everything is perfect. I understand why physicians do this.

[0:06:15 – Dr. Barbara Hales] We’ve trained to strive for precision. In medicine, details matter, accuracy matters, getting it right matters. So naturally, we carry the same mindset into marketing. We think, I’ll record a video after I buy a better camera. I’ll start once my office is renovated. I’ll wait until I learn how to edit. I’ll do it when I lose a few pounds. I’ll do it when I feel more comfortable on camera.

[0:06:52 – Dr. Barbara Hales] Can I tell you something? Your future patients aren’t waiting for perfection. They’re waiting for someone who can answer their questions. Patients don’t expect Hollywood. They expect honesty. They expect clarity. They expect someone who feels genuine. Ironically, sometimes the videos that perform the best are the ones that feel the least polished. Why? Because they feel real. People connect with people, not perfection.

[0:07:37 – Dr. Barbara Hales] If you keep waiting until every detail is perfect, you’ll still be waiting a year from now. Instead, record one helpful video, learn from it. Record another. Your first video isn’t supposed to be your best video. It’s simply supposed to be your first. Mistake two: talking like you’re giving a medical lecture. Once physicians finally press record, many make the same mistake. They forget who they’re talking to. You aren’t speaking to your colleagues. You’re speaking to Patients; patients don’t want to feel like they’re sitting through grand rounds. They want someone who can explain complicated information in a way that’s reassuring and easy to understand.

Chapter 3: Mistakes 2 & 3 – Overly Technical and Too Slow to the Point

[0:08:36 – Dr. Barbara Hales] One of my favorite communication tests is this: Could a high school student understand what you’re saying? If the answer is yes, you’re probably communicating well. Simple doesn’t mean you’re dumbing things down. Simple means you’re making knowledge accessible, and that’s one of the greatest gifts a physician can offer. Mistake three: taking too long to get to the point. You know this is something that we’ve all done at one point or another.

[0:09:12 – Dr. Barbara Hales] Now let’s talk about attention. Years ago, people would patiently watch an introduction. Not anymore. Today you’re competing with 1000s of videos. If your opening doesn’t answer one question, why should I keep watching? People simply scroll instead of beginning with “Hello everyone, I’m Dr. Smith.

[0:09:40 – Dr. Barbara Hales] Try beginning with three reasons your blood pressure medication may not be enough, or the biggest mistake I see after knee replacement surgery, or if you wake up with headaches every morning, don’t ignore the. Lead with the problem. Curiosity is one of the most powerful marketing tools you’ll ever use. Mistake number four: making the video about you instead of the patient.

Chapter 4: Mistake 4 – Making the Video About You, Not the Patient

[0:10:20 – Dr. Barbara Hales] Here’s another trap physicians fall into. They spend the first minute talking about themselves, where they trained, how many years they practiced, their credentials. Now, don’t misunderstand me. Credentials matter, but not in the first 30 seconds. Patients are thinking about one thing: themselves, their symptoms, their concerns, their questions. Meet them where they are, instead of saying, “I’ve been practicing medicine for 25 years. Try saying, “Here’s something every patient should know before. See the difference. The first sentence is about you.

[0:11:13 – Dr. Barbara Hales] The second sentence is about them, and that’s where trust begins. Let me tell you something I’ve observed over the years. I’ve worked with physicians who had nearly identical credentials, excellent schools, board certifications, years of experience. Yet one physician always seemed to have a waiting room full of new patients, while another struggled.

[0:11:44 – Dr. Barbara Hales] Why? Because patients don’t choose the doctor with the longest resume; they choose the doctor they feel they already know. Video creates familiarity. It lets patients experience your personality, your communication style, your compassion before they ever walk into your office. By the time they arrive for that first appointment, it doesn’t feel like they’re meeting a stranger. It feels like they’re meeting someone they’ve already come to trust-that’s the real power of video. It isn’t views. It isn’t likes. It isn’t algorithms. It’s trust.

Chapter 5: Mistake 5 – Not Using Visuals and Overcomplicating Production

[0:12:34 – Dr. Barbara Hales] Now, let’s talk about something I learned myself over the last few weeks. Video isn’t just about talking; it’s about showing. As physicians, we’re comfortable explaining things, but sometimes a simple visual explains more than a five-minute conversation. If you’re talking about knee pain, show a model of the knee. If you’re discussing skin cancer, show videos or diagrams when appropriate. If you’re explaining how to use an inhaler, you guessed it. Demonstrate it.

[0:13:18 – Dr. Barbara Hales] People remember what they see, not just what they hear. I’ll give you a personal example. Recently, I was creating a short product video. The first version, honestly, it wasn’t very good. I simply filmed the product and started talking. It looked flat, so I stopped and asked myself, “How can I tell the story before I even say a word? The product happened to contain coconut, lime, and verbena. Instead of just placing the bottle on a table, I got a coconut.

[0:14:01 – Dr. Barbara Hales] I cut it in half so you could see the inside. I placed fresh limes around the bottle. I put the bottle on a large natural rack, and I positioned everything beside a small palm tree. Suddenly, the video had a completely different feeling. Before I ever opened my mouth, the viewer already understood the product’s tropical theme. That experience reminded me of something we sometimes forget: video is visual. Every image should reinforce your message.

[0:14:45 – Dr. Barbara Hales] Now, here’s the funny part. I actually drove around my neighborhood looking for the perfect little palm tree. After all that searching, I came home, walked into my backyard, and realized I. I already had the perfect palm tree growing there.

[0:15:03 – Dr. Barbara Hales] Sometimes marketing is like that. We spend so much time looking for complicated solutions that we overlook the resources we already have. The same thing happens in medicine. Physicians often think they need expensive cameras, a professional studio, or a production company.

[0:15:26 – Dr. Barbara Hales] Most of the time, what they already have is enough. One of these: a smartphone, good lighting, knowledge that helps people, and the willingness to press record-that’s where great video marketing begins. Not with expensive equipment, but with thoughtful communication.

[0:15:51 – Dr. Barbara Hales] So today we’ve covered the first five mistakes that keep physicians from creating videos that connect with patients. Next week, we’re going to explore five more mistakes that can quietly destroy even a great video. We’ll talk about captions, why many viewers never hear a word you say, how to keep people from scrolling away, and the simple changes that can dramatically increase engagement. I think you’ll be surprised by how much difference those small details can make. So for this week, I’d like you to find one video you’d like to make and put it in the comments below. Okay, see you next week.

The post 5 Video Mistakes You Make first appeared on The Medical Strategist.

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In this episode, Barbara and Neil discussed the following:

1. Neil explains his255 method for Facebook and Instagram ads: two campaigns (warm and cold), five audiences, and five ads to systematically find winning combinations and scale.
2. They discuss how Facebook charges per 1,000 views(CPM) rather than per click, and what that means for setting and spending a daily budget.
3. Neil shares the story of launching Scotland’s biggest health and fitness exhibition, nearly failing, and then saving and scaling it purely through Facebook ads.
4. They compare Google Ads vs. Meta (Facebook/Instagram) Ads for physicians, recommending Google for high-intent cold traffic and Meta primarily for remarketing, then broader cold traffic once scale is needed.
5. They cover practical advertising guidance for doctors—starting around $20/day, using metrics like link click-through rate, balancing warm vs. cold campaigns, and choosing a proven ads expert with a strong track record and longevity in the field.

Key Takeaways:

“Facebook and Instagram and Google, TikTok, LinkedIn ads, all the ad platforms they learn really really quickly, and where the the best leads are, and if you spend $20 per day for five to seven days, you’ll have really good data as to which audiences are working well, which ads are working well, which ones are not, and you can start to make adjustments from there.” – Neil Shoney

Connect with Neil Shoney:

• Instagram: neilshoneymac
• Facebook:  www.facebook.com/neilshoneymac
• Business website: neil-maclean-marketing.mykajabi.com
• Show website:   www.MarketingTipsForDoctors.com
• Spotify:  The Shoney show
• Apple Podcasts: The Shoney show
• YouTube: Neil ‘Shoney’ Mac
• LinkedIn: www.linkedin.com/in/neilshoneymac

Connect with Barbara Hales:

• Twitter: @DrBarbaraHales
• Facebook: facebook.com/theMedicalStrategist
• Business Website: TheMedicalStrategist.com
• Email: info@TheMedicalStrategist.com
• YouTube:@barbarahales
• LinkedIn: https://www.LinkedIn.com/in/barbarahalesBooks:
  • Content Copy Made Easy
  • 14 Tactics to Triple Sales
  • Power to the Patient: The Medical Strategist

TRANSCRIPT (242)

Chapter 1: Introducing Neil Shoney and the Promise of Scalable Ads

0:00 | Dr. Barbara Hales

[0:00:01] Dr. Barbara Hales: Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales, and today we have with us a very interesting character by the name of Neil Shoney.

Neil is an ad strategist and go-to expert for service-based businesses that want a simple, proven, scalable Facebook ad system that consistently brings in premium clients. With 13 years of running ads and over 3,000 service providers helped, Neil is known for turning complicated advertising into clear, repeatable frameworks that work across different service industries. Because, unlike almost everywhere else you turn, Neil does not believe in a one-size-fits-all approach. After managing high-spend campaigns in the UK and US, Neil shifted into coaching full-time and created a library of 36 proprietary frameworks, including his 25-5 method, that helps service providers install a functioning, profitable ad system in days, not months, that they can turn on or off like a tap, whenever they want new leads. His clients span over 62 niches, with 21 of those niches hitting six-figure months through ads. Welcome to the show, Neil.

[0:01:44] Neil Shoney: Thanks much for having me, Barbara. Appreciate you.

[0:01:47] Dr. Barbara Hales: Could you explain the 255 method?

Chapter 2: The 255 Method—Two Campaigns, Five Audiences, Five Ads

1:51 | Neil Shoney

[0:01:51] Neil Shoney: Sure. The 255 method is at the heart of it, just a testing method for running advertising. So the majority of the time when a practice runs advertising through Facebook and Instagram or any other ad platform for that matter, they typically run what I call a one-one-one method. That is one campaign going to one audience with one ad, and there’ll definitely be people listening right now who are just like nodding along with bigger eyes, going, “That is exactly what I’m doing right now. I see it all the time, and what you have in that situation is you’ve basically taken your best guess at every single step of creating that campaign. So you’ve written the ad copy, and you’ve hoped that it’s going to be great.

You’ve chosen your image or your video, and you hope that it’s going to be great. You’ve chosen your audience, and you hope that it’s going to be the right one. But with the Shony 255 method, we do it this way: first, we run two campaigns rather than one. First of all, you’ve already doubled your chance of finding a winner because not both of them have to be winners. You can find a winner and a loser, and then put all your eggs into one winning basket. Those two campaigns that we split out-one is for warm, and one is for cold. That’s people who know who you are and people who don’t know who you are. That’s the first step that a lot of practices get wrong. They only target people who have never heard of them before, who may not even be in the market, and yet you could put a very small amount of ad spend behind people who have already visited your social media pages, your website, etc., and simply get back in front of those people and have really, really high conversion rates.

The first step there is two campaigns rather than one. The second step of the 255 method is where the first five comes in, and that’s five audiences rather than one. And so, quite simply, instead of, you know, saying people interested in this one thing and taking your best guess, you get the great opportunity to choose five different interests that somebody might have, or five different demographic targeting tools that we can choose from, and you don’t have to be right 100% of the time. You actually only need to be right once out of the five. Now, when we set this up, we hope that all five are fantastic. That’s great for scale. But if four of them are, you know, they just don’t work. That’s absolutely fine. We can turn off those audiences. We found our winner, and we can push all the budget towards the winner. And then the final step of the 255 method is the final five: having five ads rather than just one. And there are two reasons for this.

Number one is it’s also great to find winners and losers inside your ads, and you know the things that don’t work. You can turn them off. People never have to see them ever again, and you can push all the budget towards the winners. But there’s a second reason as well, and you’ve probably experienced this yourself, Barbara, and so will so many people who are listening right now. Is that you show any level of interest in something that you see via an ad? You might not even click through to the website, but if you stop scrolling, you hit the see more button, you read it, or you watch the video, and then you start seeing the ad over and over and over again. That’s Facebook basically saying this person is interested in this, but they didn’t take the action that the advertiser wanted them to take, which is to click through, request a callback, book an appointment, whatever it may be. Now, if you set up your ads the way that 98% of people do, a 111 campaign, then Facebook’s only option is to show the same ad to the same person over and over and over again, but if you have five ads, they’ll show them ad number two, then ad number three, then ad number four, and it helps to re-engage people and get more people to take action.

[0:05:53] Neil Shoney: So it’s a testing method to find winners and losers, and rather than just, you know, throwing something against the wall, and it’s either going to stick or it’s not. It gives you a much higher probability of running a successful campaign. Mathematically, there are 50 variations there, so there’s 50 chances to find a winning variation, and it allows for a lot of scalability because if you have multiple audiences that become successful and multiple ads that are successful, then there’s a lot of opportunity to increase the spend on the front end to get much more out the other side.

[0:06:27] Dr. Barbara Hales: What a great idea! So, do the clients get charged by Facebook for someone clicking on View More, or only if they click through?

Chapter 3: How Facebook Bills and Neil’s Origin Story with Ads

6:45 | Neil Shoney

[0:06:45] Neil Shoney: Actually, with Facebook and Instagram, the way that it works is you’re charged per 1000 views, so it’s not charged based upon clicks and not clicks and things like that. As Google says, they are cost per click, and you know you’re charged whenever somebody clicks on the ad; technically, Google is still doing cost per 1000 views. They’re just choosing to send the billing notification once somebody has clicked. So it’s smart marketing on their side because they get to say You only pay if somebody clicks. People are going to click, so you’re going to pay anyway. But with Facebook, they have a cost per 1000 views, which is different for everybody. It depends on the ad, how many people you’re targeting, and who’s inside those audiences. But technically, you know, you set a daily budget, so it could be $10 a day, it could be $100 a day, it could be $1,000 a day, depend upon the size of the business, and you’re going to most likely spend what you set as a budget, as long as there’s a big enough audience there for Facebook to target.

[0:07:47] Dr. Barbara Hales: How did you get into this originally?

[0:07:50] Neil Shoney: Well, I actually 1314 years ago, something like that. I started Scotland’s biggest ever health and fitness exhibition, and I came straight out of university. I’d studied sport and exercise science. I always knew I was going to be entrepreneurial, and I just thought everybody would buy into my idea: a huge event at Scotland’s biggest venue, with a break-even of about 4,000 tickets needing to be sold for the weekend. I just thought that everybody would hear about it and think it would be incredible, and I ended up signing my life away with no money in the bank, hundreds of 1000s of pounds, or hundreds of 1000s of dollars, I should say, of contracts to be able to put on this massive show. And about five months into advertising, we’d sold around, you know, 50 tickets at $12.50

[0:08:48] Dr. Barbara Hales: That’s pretty scary.

[0:08:50] Neil Shoney: Yeah, it was pretty scary. We were about four and a half months out from the show itself, and everybody was knocking their doors down for outstanding invoices and different things, and to be honest, going to Facebook ads was like a last roll of the dice. I’d already done everything that everybody does in the marketing space when they’re bootstrapping, which is posting lots on social media, cold outreach, finding email addresses on Google, sending emails to personal trainers and all sorts. No matter how hard I worked, nothing was clicking. And when I ran Facebook ads, I ended up doing something very similar to the Shony 255 method. And I think it was just a bit of luck that I went down that route of being like, “Oh, I can test out different audiences.

I can test out different ads. That’s how that feels safer. So I just did that. That was the way that I set them up in the first place, and I ended up spending. I think it was around, you know, like $50 or something in the first few days, and I had returned somewhere in the region of I think it was 150 Or $250 something like that, in sales, and it was just this like penny drop moment where I was like, “Wow, I can track how much money I put into this thing, how much money comes out the other side, and if I know how much I need to put in to get something out, something specific out the other side, I can basically choose how many tickets I want to sell, as long as I have the cash flow, of course, to be able to reinvest into the ads, and that’s what we did. And we ended up not just selling, you know, more tickets, but we ended up almost hitting our target for tickets sold four and a half months later. The show was a big success. We ended up scaling it over the next four years, and then selling it to the country’s biggest event organizers. And we never ran TV ads, billboards, or radio advertising, as all of these big exhibitions do. We just ran Facebook ads, and that was it. So I never planned to teach anybody Facebook ads. I just tried to use it to save myself from a terrible situation.

[0:11:05] Dr. Barbara Hales: Well, what a great story that was. Thank

[0:11:09] Neil Shoney: you.

Chapter 4: Google vs. Meta Ads and Leveraging Instagram Targeting

11:09 | Dr. Barbara Hales

[0:11:09] Dr. Barbara Hales: When it comes to physicians, is it better for doctors to use Google Ads, Meta Ads, or both?

[0:11:18] Neil Shoney: I would always lean into Google first if you’re doing cold prospecting. People who don’t know who you are, because of course people are going to go to Google or AI now as well. But Google’s still the frontrunner by a long shot. People are going to go to Google to find the providers that are close to them for the specific problems that they have, and so albeit that Google Ads cost significantly more to get in front of 1000 people, it’s so high intent that if it’s set up correctly, then you end up getting a very high percentage of people who click on your ads going all the way through to creating a booking with Facebook, the the next best step, or Facebook and Instagram, we should probably talk about them collectively because it’s the same ad platform. The best thing you can do if you’re on a low budget and you’re sort of just starting out with advertising for your practice is use it first and foremost for remarketing, so you can take your Facebook pixel and drop it onto your website.

You can also create audiences of anybody that visits your Facebook or Instagram page, which some people may do before deciding to book with you as well. And we can create these audiences of people that already know who you are, and we can advertise to those people. And so, if you wanted to make the best use of your ad dollars, it would be Google first. It would be Facebook remarketing second, and then I would use Facebook and Instagram more broadly for cold traffic as your third step. So that would be once you already feel that you’ve already significantly scaled the first two; that’s where you go to find more customers at scale.

[0:13:12] Dr. Barbara Hales: When someone advertises on Facebook, does it automatically go to Instagram as well, or do you have to request that? No,

[0:13:20] Neil Shoney: No, automatically. You would actually have to uncheck some boxes to stop it happening.

[0:13:26] Dr. Barbara Hales: Why would you want to?

[0:13:27] Neil Shoney: No, you wouldn’t.

[0:13:31] Dr. Barbara Hales: And people on Instagram would see the ads even if they don’t follow you.

[0:13:36] Neil Shoney: Yes, absolutely. So anybody who is within your targeting can see your ads, so you can target people based upon, of course, age, gender, location. Which, of course, location is going to be very important for local practices. But you can also do some targeting based around certain things like their interests, and you know some things as well, like you can target people based upon not just whether they’re a parent or not. You can target them based upon how old their kids are. Like Facebook has a lot of data, and it feels accurate, and there’s a lot that you can do with the targeting tools.

Chapter 5: Budgets, Metrics, and Warm vs. Cold Campaign Strategy

14:19 | Dr. Barbara Hales

[0:14:19] Dr. Barbara Hales: Well, that’s a great idea. When a physician is considering ads, let’s say it’s a new practice, or he is providing a new service or a product that he didn’t have before, what do you advise them to spend on a daily basis for their budget?

[0:14:39] Neil Shoney: So I actually suggest that everybody starts at just around $20 per day with any campaign, and that may sound to some people like, oh, it’s just plain small. The reason I say $20 per day is because Facebook, Instagram, Google-they learn so quickly. If you’ve ever been told by an agency the reason.

The reason that you’re not getting results is that you’ve not spent enough, or because Facebook and Instagram take a really long time to learn. It’s actually their calling card: they don’t know how to get you results. Facebook and Instagram and Google, TikTok, LinkedIn ads, all the ad platforms they learn really really quickly, and where the the best leads are, and if you spend $20 per day for five to seven days, you’ll have really good data as to which audiences are working well, which ads are working well, which ones are not, and you can start to make adjustments from there. As soon as you have a positive ROI, that is the point at which we start the scaling process. So we don’t go with the mindset of your budget for the month is you know $2,000 So let’s figure out how much we need to spend per day to spend $2,000 The target’s not to spend $2,000 The target’s to find winners that bring in more revenue than you spend, and then you can start to scale towards spending $2,000 and that that’s the safest way to do

[0:16:08] Dr. Barbara Hales: it. How can you differentiate between not getting responses because people aren’t interested in you versus it just not being a good ad that needs to be changed?

[0:16:19] Neil Shoney: Yeah, well, there’s a couple of things. There, there’s a million different stats on the Facebook Ads dashboard, but there’s one that most people don’t even know exists. But it’s actually almost the tell-all of whether the ad is resonating with people or if it’s a landing page issue, like getting people to take action when they actually get to your website, and that is link click-through rate. So there are two.

There’s one that’s just click-through rate, and there’s one that’s link click-through rate. That one is what percentage of the people who see your ads actually click the button to go to your website, right? So it’s not, you know, hitting the like button, commenting, or seeing more. That’s click-through rate. Link click-through rate, however, is people actually clicking to leave Facebook after they’ve read your ad. Now, if it’s over 1%, we typically say there’s nothing wrong with the ads. The ads are doing their job. It’s getting people to stop scrolling, to read, and to leave Facebook. If you’re not getting inquiries on the next page, we then focus on the page and how do we get more people to take action there? If, on the other hand, you’ve got an ad that is, you know, 0.5%, then we’re quite far off where we need to be in terms of the link click-through rate. Then that’s when I would look at the advert itself and say, how do we get more people’s attention? How do we get more people to take action from the ad?

[0:17:53] Dr. Barbara Hales: Are ads best for cold prospecting or remarketing to people who hit my website? If both, how can this be maximized for the biggest ROIs?

[0:18:07] Neil Shoney: Well, both of them have their place in terms of what we would want anybody to be running. You know, like one month after working with us, for instance, we would want everybody to be running both, because there’s your warm campaign, your remarketing, which is fantastic for a small spend and a high ROI. That’s amazing, but there’s only so many people in there, so there’s only so far you can scale with that. And once you’ve kind of maximized that side of things, if you want to grow faster and acquire clients faster, you have to go out into the cold market. You have to go out and find more customers that may be out there. So, in terms of what’s more important, I suppose to start off, if you’re not advertising at all right now, I would say the warm side of things, the remarketing. But if you’re really serious about scaling, then both of them are very important to make scale happen as quickly as possible.

Chapter 6: Small Budgets, Getting Help, and Choosing the Right Ads Expert

19:12 | Dr. Barbara Hales

[0:19:12] Dr. Barbara Hales: What would you say to someone who says to you, you know, I don’t really have a budget, you know, so I haven’t been advertising, and you know, is it worth it? You know, is it definitely going to work, or am I just going to be throwing money in the air?

[0:19:28] Neil Shoney: Well, a couple of things. The first thing is, you don’t have to start off with a high budget, like I was saying. You can start at a small budget. You can see what happens with the ads. Just like my story with the events business 14 years ago: if it hadn’t worked, if I hadn’t sold tickets in that first week or a week or two weeks, I wouldn’t have continued spending money on it. But because I spent a small amount of money and made significantly more back, it gave me the opportunity to scale into that thing. The second thing is don’t go into it without some sort of guidance. And I don’t even mean that you need to work with somebody like me. Like you can go onto YouTube. Like you can go onto YouTube and at least get some tips and direction around how to do certain things, like for instance, some people right now will be going.

How do I set up warm retargeting? How do I set up these warm audiences? I’ve literally got a YouTube video inside the ads dashboard where I set them all up. So, like you, you don’t have to go into this completely blindly, even if you don’t want to invest in, you know, courses and agencies and things like that. So do some research. Don’t just throw something against the wall and then determine that it doesn’t work. There are things that need to happen to make advertising successful, but a lot of it’s out there on YouTube.

[0:20:56] Dr. Barbara Hales: As a doctor, if I was looking for somebody to just do it, I didn’t want to get involved. I just want them to do it. How? What criteria do I use to pick the right one? How do I recognize who is you know going to do it for me versus someone who you know read a course last weekend and doesn’t really keep doing?

[0:21:18] Neil Shoney: Well, track records are really a really big thing. How long have they been doing it? It’s a massive one. So I mean, we have just an absolute crazy amount of testimonial videos, and if anybody ever goes through, like, my Instagram or whatever, every few days it’s another testimonial video or something that a client sent us or whatever it may be, and we’ve done that for like 10 years here, just like churning it out. So when you go on our landing pages, it’s sometimes like 120 videos that are on that page. So, like, what type of results have they got for clients is number one, but the second one is how long have they been doing this for? And the reason why that’s so important is Facebook and Instagram are changing all the time, and so if they only had the ability to be able to run advertising successfully in a pocket of time, when they had a system that worked with the Facebook algorithm today, for instance, as soon as Facebook announces two months from now that they’ve changed the algorithm, are they going to be savvy enough to be able to do the appropriate testing to figure out how to continue having their clients win in the new environment? So time in the game is also as important as the results that they’ve been getting most recently.

[0:22:37] Dr. Barbara Hales: It does seem so unfair, though, that you know, like if we catch your game, you’re going to change it.

Chapter 7: Regaining Targeting Control, Video Tips, and How to Reach Neil

22:41 | Neil Shoney

[0:22:41] Neil Shoney: Yeah, they do it all the time, and they’ll always tell you that it’s because they want to help you. They don’t. They want to find plenty of ways to get you to spend more money. So that’s what the most recent algorithm update was all about. It was, hey, you don’t need to think about targeting anymore. Just let us choose the targeting, and we’ll find the right people for you, and that’s going to really help you get results. It hasn’t played out like that at all. What it turns out is that Facebook has lots of inventory for people you’re not trying to get in front of, and now they have permission from you to spend all of your ad dollars on those inverted commas, low-quality leads, if you will. So there are ways that you can take back control of your ads. There’s a button. This is probably one of the best tips I can give anybody on this podcast, by the way, because a lot of you are running localized businesses. So there are two big reasons.

[0:23:42] Dr. Barbara Hales: Okay, because the next question I have for you, so you could put it in there, is for someone that is, you know, has heard you and said, okay, you’ve convinced me. I’m going to dip my toe in the waters. What are two helpful tips that you could give to our listeners that they could implement right away?

[0:24:04] Neil Shoney: So this is the biggest one for anybody that runs a localized business in general, which is when you’re setting up your adverts, and you get to the second step. There are only three steps: campaign, ad set, and, for ease of understanding, that’s your audience who is going to get to see your ad. And then there’s a third step, which is setting up the ad itself. That’s the thing people are going to see. That middle step, right now, it looks like there’s not too much that you can do there. You set a minimum age. You don’t set too much targeting in terms of locations; you can technically set a locational target in there, but it feels like you are being relatively pinpoint about who is going to get to see your ads. But you’re not.

What is actually happening there is you are giving face. A suggestion, and that is very dangerous for a local business, because when you say I specifically work with women between the ages of 30-five and 50-five in this 10-mile radius, they can show 20% of your your ads to men, and they can show another 20% of your ads to 18-year-olds and 70-two year olds, and they can also show your ads outside of that 10-mile radius. But there’s one button at the bottom of the page that you’ll see, which says “Further limit the reach of my ads.

The wording is almost comical because it’s like, how much do they not want you to hit that button, right? So that they just can spend your ad dollars however they wish, right? But if you click on that button, it gives you the ability to go into everything I just said there: gender, location, age, and uncheck a box that says “use as a suggestion. When you do that, you take back pinpoint control over who can see your ads, and for local businesses, you might even find that it raises your cost per lead. Right, that’s not a bad thing, because what is the point in having low-cost leads if there are a bunch of people who can never work with you, who can never walk through your doors? So it’s not always that it’s more expensive. I’m just saying that technically it could happen, but I would rather have great leads, great quality, my target demographic, than a whole bunch of leads that would never buy from me. So that’s really important. The second thing is for these types of businesses, video is really powerful, and it doesn’t even need to be, you know, really high-quality video with transitions and a filming crew. I mean, it can just quite simply be a little bit of B-roll of, you know, somebody in the practice, which can obviously be set up. It’s not like you have to start recording your sessions, but just having that type of B-roll catches people’s attention. There is a great place for images inside your five ads, but videos work really, really well for localized businesses and service-based businesses.

[0:27:21] Dr. Barbara Hales: Well, those are really both great bits of advice. The next question I have is for someone that wants to take a course from you or get advice from you. How can they reach you?

[0:27:34] Neil Shoney: Well, there are a couple of ways. The first way is to quite simply go to Instagram and go to Neil Shoney Ads. So it looks like “Neil’s Honey Ads,” unfortunately, the way it sounds. But it’s Neil Shoni ads, all one word. And you can get loads of tips there and different things via the link in my bio. There’s a five-minute video that walks you through our whole system and how we work with clients. Or you could just send me a message there directly, or you can email me at neil@neilshone.com or neil@neilshoney.com if you want to sign up that way, and yeah, we can have a quick conversation from there.

[0:28:17] Dr. Barbara Hales: Well, thank you so much for being on the show. I really found this, you know, very educational. I’ve learned a lot. I feel like I know more, and I’m sure other listeners feel that same way. Thank you so much.

[0:28:31] Neil Shoney: Appreciate you. Thank you, Barbara.

[0:28:33] Dr. Barbara Hales: This has been another episode of Marketing Tips for Doctors with your host, Dr. Barbara Hales. Till next time.

The post Before You Buy Medical Ads first appeared on The Medical Strategist.

View Details

In this episode, Dr. Corey Malnikof discusses:

• Scaling from one clinic to 24 locations
• Building a patient-focused clinic culture
• Marketing strategies that work for doctors
• AI, SEO, and social media marketing
• Advice for growing a successful practice

Key Takeaways:

“Marketing works best when it comes from authenticity. If you truly love helping people, then marketing simply becomes sharing that passion with your community.” – Dr. Corey Malnikof

“Scaling a practice requires systems, leadership, and the willingness to step into uncertainty before growth happens.” – Dr. Corey Melnikov

“Doctors don’t always need bigger budgets to grow. Many of the best patient acquisition strategies are free and relationship-driven.” – Dr. Corey Malnikof

Connect with Corey Malnikof

Email: drcorey@palmercare.comBusiness: palmercaregroup.comTwitter: @palmercaregroup @coreymalnikofConnect with Barbara Hales:

• Twitter: @DrBarbaraHales
  Facebook: facebook.com/theMedicalStrategist
  Business Website: TheMedicalStrategist.com
  Email: info@TheMedicalStrategist.com YouTube:@barbarahales LinkedIn: https://www.LinkedIn.com/in/barbarahalesBooks:
  • Content Copy Made Easy
  • 14 Tactics to Triple Sales
  • Power to the Patient: The Medical Strategist

TRANSCRIPTION (241)

Building a Patient-Focused Chiropractic Brand

Dr. Barbara Hales:

“Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales. Today, you’re in for a rare treat. We have Dr. Corey Malnikov here with us. He is the CEO of Palmer Care Group, a healthcare organization operating 24 chiropractic clinics across the whole United States. He is an entrepreneur, speaker, and leader known for building high performing teams, scalable systems, and world class patient experiences. Today we’re going to dive into what actually works when it comes to marketing for doctors, how to attract the right patients, grow your practice, and build something that truly scales. Welcome to the show.”

Dr. Corey Melnikov:

“Thank you for the introduction. Always fun to hear all of that in 111 share. Thank you.”

Dr. Barbara Hales:

“When you first started out, did you see patients at that time?”

Dr. Corey Melnikov:

“Yeah, no, I was a.. I’ve been in practice for 21 years. I saw patients probably up to about seven or eight years ago, I had about 10 clinics at the time, and so I was a full-time guy. I loved seeing patients that they literally had to kind of rip it out of my hands for me to stop, but I kept cutting back. I kept.. I went from full-time to Monday, Wednesdays, and then just Mondays, and then I think I got to the point where I had a patient laying down, I was listening to what my doctors were saying, I was listening to the front desk, I was thinking about the other clinics, and I just felt bad for not being there 100% for the patients, and so, yeah, it’s been probably seven eight years, and I’ve been running the clinics instead of in it, but is there a long time?”

Dr. Barbara Hales:

“What made your practice unique in compared to other chiropractic offices around? Did you have multiple streams of income? Where were there additional services that others didn’t provide? Were there products that you felt your patients could use? Like, what is it that made you different,”

Dr. Corey Melnikov:

“yeah. And I will say, you know, with 24 clinics, you know, when doctors are into different things, we do have all sorts of different techniques and instruments and things that we use on patients, but really, what makes us different is I always tried to create this atmosphere, you know, I was a big Starbucks junkie in the beginning, you know, and I was trying to open a practice, and you know, I thought I’d graduate, put a shingle up, you know, the Red Sea would part, patients would line up, I’d take care of them, and the reality, like most, most entrepreneurs find out, is you open up, and then you know nothing. So I studied a lot, I studied Amazon, I studied Nordstrom, I studied the Ritz, I studied Disney, and I studied Starbucks, and Starbucks talked about how Starbucks was meant to be the third home, right? You had home, you had work, and then Starbucks,”

Dr. Barbara Hales:

“but no, I thought no drive-through, right?”

Dr. Corey Melnikov:

“Right, exactly, no drive-thru, but I thought, you know, a chiropractic clinic, a wellness clinic, should be the third home, not Starbucks. And so I kind of wanted to create this atmosphere, and I was always really big into personal and professional development for my doctors, for my staff, and even for my patients. So we tried to build a place, and we always talked about when patients come into our place, if their anxiety is high, we’re going to lower their anxiety to peace, and if their energy is low, we’re going to bring their energy up. And so for us, it was all about the experience, the second you walked through the door, the way you were greeted, the way you were treated, the way your case was managed, and how we kind of had an impact on every aspect of your life, emotional, physical, chemical, and treatment. And so that was the goal, and for me, that’s what’s made us different. It’s just the culture and the place we created,”

Scaling From One Clinic to 24 Locations

Dr. Barbara Hales:

“that’s wonderful. Now, before you had your first offshoot, you must have been a little bit nervous about doing that. Would opening up another location divide my patients, or would I succeed? You know, walk me through that, and how, and how you did succeed.”

Dr. Corey Melnikov:

“Yeah, I had no intentions of having 24 clinics. I had every intention of opening one clinic and trying to make it as successful as humanly possible, being a big part of the community and making that who I was. The reality was I opened a clinic, didn’t know what I was doing, figured out what I was doing, and then very fast grew it. I had been renting a room while I was waiting for my clinic to get built with from another chiropractor, and when he kind of saw how fast I built it, he said, “You know, my friend is selling a practice, I’ll go buy it, I just need you, you can be 5050 partners, no money, and you just fix it, and so that second clinic. Was just kind of like I couldn’t do anything else in my current clinic. My wife was about to join me, so we couldn’t, we couldn’t fit any more patients there. So the second clinic was like literally completely unpredicted, but man, it was fun.

You know, I got to drive down, I was about 45 minutes away, go to this clinic that was, you know, pretty much failing, and then take it from where it was and grow it up, and so, yes, it was scary, but I’ll tell you, the scarier step wasn’t that second one, because the first one was successful, the second one was just fixing, but I went from two clinics to four clinics in a blink, and the scary part of that was, you know, I had no money, and then I started to make a little bit of money. Then we got the second clinic, and then I started to make a little bit more money, and I got four clinics, and I have negative money. So that was where I learned about the scariness of expansion. You know, when you, when you want to expand and you want to scale, you just, you have to be willing to step into this world of fear, where you’re going to take a few steps backwards before you step forwards, and that’s kind of been not to go off subject, but that’s been the whole thing, right? I went from money to no money, and then from four clinics to 10 clinics, where I went way backwards, and then got caught up, and then from 10 clinics to 20 clinics, and every time we make a massive growth, now I have to expect that fear and expect that, and just be willing to make that jump and be prepared.”

Dr. Barbara Hales:

“What’s really interesting is, I think many people hearing your story would think, well, by the time you got to the second or third one, you had, you had it down, and it was just going to be gravy after that.”

Dr. Corey Melnikov:

“Yeah, yeah. No, you know, it changes, you know. Five clinics is you right? I can see patients full time and still have my fingers on everything, but it’s not me anymore, right? There has to be a C suite. There has to be an infrastructure that I built and pay for for people to run our systems and run our marketing and run our HR and to run our everything, so with every clinic you add, you are limiting your ability to accomplish the job that you would normally do, and now you have to replace yourself with somebody who is paid and trained by you, so it’s a learning curve, because none of us, you know, on this podcast, I think your listeners, the doctors, none of us are trained entrepreneurs, trained businessmen, trained business women, we just have to learn as we go and study as hard as we can, and all of it’s a learning curve, but it’s a fun ride if you take”

Dr. Barbara Hales:

“it, when you started realizing that other people would be taking over the roles that you once were actively doing. Did you feel bad about it, or were you just so excited that it didn’t matter?”

Dr. Corey Melnikov:

“No, no, you know, you don’t want to let go of those. You grip them, death grip those. Not only do you not want to give them up, but then you know you have to learn very quickly that you can’t micromanage, right? So, like, I’m going to allow you to do second interviews and decide if this person has the ability to do the job, and I have to be able to, like, not give my approval on every employee that gets hired, and that is a very difficult thing to do, so no, every step along the way, every time you hand something off, you know, yes, you watch it a bit in the beginning, but you have to have the ability to not watch it if you want to grow, and that’s very difficult.”

Marketing Strategies That Actually Work for Doctors

Dr. Barbara Hales:

“So, what would you say to them about that?”

Dr. Corey Melnikov:

“Yeah, so there’s so much, it’s never ending. I mean, you know this with all the people that are on this podcast, there’s just so much great stuff out there, but it really, for me, becomes very dependent on geography, because digital marketing is absolutely amazing, and it is so deep now. I mean, yes, you can do Instagram posts, Facebook posts, LinkedIn posts, Twitter posts, YouTube posts, there’s Google post, there’s Google ads, and all that stuff works amazingly. You’ve got to learn all of that and use all of that, but there’s some geographies, like I have some geographies in Texas, that are, have such a congested digital footprint, like so many people in that congestion, that the ROI and the responses for that, you know there’s no way I could scale clinics there if that was what we did, so like in Northern Virginia, I’ll spend a lot of money on Google Local and Google Ads, and on boosts on some of our social media, so that would become very well known in the, in the neighborhoods, versus you know, in Texas, what works very well is being out in the community, meeting all the professionals that I can refer to, and that can refer to me, that are doing health screenings at different health fairs, that are doing lunch and learns in different companies, and so we use all kinds of tactics. Now, do I also do some digital marketing in Texas? Of course, but I don’t spend a lot, and do I also do all the other things in Northern Virginia? Yes, but I don’t push it a lot, you know. You’ve got to figure out what’s working. I think you know when I talk to people on the phone and they’re trying to get their marketing to work. I think part of the problem is they’ve got 15 different things going, and then these don’t work, so they try this and this doesn’t work, so they try this. You know, you got to focus in, and if, if, if somebody else can get this marketing to work in your area, so can you. So, instead of quitting it, dive into it, you know, learn why, why it’s not working, what you can do to make it work.”

Dr. Barbara Hales:

“Absolutely, and you know people are, so you know, scrambling for AI in their practice, without realizing that some of the old school techniques really work the best, and that it’s not something that they should forget about. People, after all, want to have a relationship with you, they want to actually see you, talk to you and hear what your views are, so you know, getting out there and introducing yourselves to people, both you know, prospective patients, but also to physicians in the area that can refer to you.”

Dr. Corey Melnikov:

“Yeah, doctors and professional referrals. I mean, we talked to this about our doctors all the time, if the only thing you did was have two lunches a week with referral partners, and you did that every week, you’d have 104 lunches a month, and if 10% of those people like you, that’d be 10 people sending you patients every month. So there’s professional referrals, is one of the most amazing things. I will say old school is kind of funny, because we just started doing some postcards again. Now that’s from like a decade ago. I’m going to tell you, the response, the response in some of our areas on like these postcards is insane. So, there is some old school stuff.”

AI, Social Media, and Modern Healthcare Marketing

Dr. Corey Melnikov:

“And AI, I right now, by the way, also, I mean, I know everybody wants to dive into it, and I think they should. AI, right now, is the wild wild west, because there’s nobody knows for sure, but we do know that feeding it, and doing, you know, AI, oh, doing, doing the search engine optimization, which is now for AI, is absolutely amazing. I think if I can give one piece of advice on something like AI, and even, you know, social media marketing, and things like that, I think that doctors, because we were, we want to be doctors, and that we don’t want to be the professional marketer. Too many times, doctors will go out and find this is the best company to do AI marketing for me. This is the best company to do lead generation for me, and they like hand it off and forget it. So, the one thing I would say is you’ve got to learn it right, and it’s not that hard. You can jump on YouTube and say, you know, put in a video, teach me how to do AI SEO, you can go into Chat GPT and just say, “Tell me the top 100 things I need to know. You really have to learn how to do it. So, I always like lead generation AI. I learn how to do it to the point that I’m dangerous enough that I could do it, and then I don’t. And then I hire a company, because then I can watch what they’re doing, and I can make pivots, and I can give suggestions, and I don’t just take the results for what they are. So, so get into AI marketing, get into all this stuff, but for the love of God, know what you’re doing first.”

Dr. Barbara Hales:

“Absolutely. How actively involved are you in creating videos for your patients on the sites”

Dr. Corey Melnikov:

“I I’m actively involved in, and by that I mean like maybe twice a month I get with our social media people, and they shoot videos with me, so that’s about as active as I am. And then they do all the editing and posting and everything for group, which is kind of the umbrella. The individual clinics is me giving them what I want them to record and do right, and then I have a separate crew that then edits and posts those, but at the end of the day I’m really just looking at how many posts are we doing, when are they going up, what are the statistics, what are the results. So I’m all KPI driven.”

Advice for Doctors Growing Their Practice

Dr. Barbara Hales:

“That’s great, so what advice would you give to our, you know, physicians and chiropractors that are listening today? You know, like two pieces of advice that they could implement right away.”

Dr. Corey Melnikov:

“Yeah, well, number one, you know, when I talk to chiropractors and they’re like, I don’t have enough new patients, or I talked to functional medicine, I talked to any of these guys, and I don’t have enough new patients, right. And then it’s, I don’t have the budget for it, because there’s, there’s so much stuff that’s free. You can right now shoot videos and post it on six different platforms. You can right now go stop by an office and drop your cards and meet a professional. You can right now go bring bagels and coffee to a bank before they open. Introduce yourself and tell them about your clinic. There’s so many free things you can do right now. If you don’t have enough new patients, it is just because you are not trying hard enough. It exists. You just have to do it, and no one can make you do it. But you could post 50 posts on social media right now, if you wanted to, right, and talk about who you are, you know, talk about what you do, and your community will absolutely love it. And then, you know, the only other thing I would tell you is, you know, have a goal, like, okay, I don’t have enough new patients for the love, like, what is enough new patients, and why did you pick that number, like, and if that’s your number, give me the action steps of how you’re going to get it. So, there’s a million ways to get new patients, right? If you, if you’re stuck and your brain is like, I can’t come up with one, then go on Chat GPT, Chat GPT, and say, give me 25 ways to get new patients right now that cost me nothing, and then you can do it, but work towards a goal, right? Say, I want 27 new patients this month, and here’s the action steps I’m going to do. You do those two things. I just don’t know how you can’t have enough new patients.”

Dr. Barbara Hales:

“Do you have a program yet on how to instruct physicians to follow in your footsteps?”

Dr. Corey Melnikov:

“Yeah, that’s good question. No, right. So we have all the programs for all of our doctors and CAS, you know. For me, right now, it’s just that there’s so many people that reach out about what we’re doing. My thought process was, let me just give it out for free, let me answer any questions. There’s really nothing for me to gain from this, except for, hey, doctors are helping a whole lot of people. I want you to help a lot of people. I want you to do more, and if I can be of any help for you to do that, then do it. Use me.”

Dr. Barbara Hales:

“That’s wonderful. So, what else would you like to tell our listening audience that maybe I haven’t touched upon lately, you know? Yet,”

Dr. Corey Melnikov:

“Well, you know, your podcast is marketing. You know, the only, the only other thing I’ll say about. Marketing is this. I’ve always looked at marketing is, you know, if you love what you do, if you absolutely love what you do, then marketing is just your extension of your love for what you do out into the community. And how many different ways can you come up with doing that? And if that’s what you’re doing, if the only thing you’re really doing is sharing what you love with the community, because you know it will make an impact. Then all of the negative things that we think of when it comes to marketing, the sales process, the I don’t want to do this, I don’t want to do that, all that goes away because the second you are locked in to all I want to do is help, then that’s all you’re ever doing, you’re just offering your value, and because it’s coming from such an authentic place, it works. It just works, you know. I used to go out to health screenings, and my goal was I wanted to meet one person that I could show them an alternative to maybe a surgery they were doing, and because the only thing I was doing, they were sitting there talking to people about health and wellness. I ended up with all these new patients. It just has to be authentic. You just have to figure out why this means so much to you, and then all you have to do is share that, and that’s all marketing is. It’s just you sharing who you are with the world.”

Dr. Barbara Hales

“That is wonderful advice. And with that, I would like to thank you for coming here. And listeners, this is, you know, a great guy, as you have seen and heard, and his company is called Palmer Care Group, and you can reach out to him at Palmer Care group.com We’ll also have that in the show notes, in case you don’t know how to spell it, or you probably forget it, as I have said it, but you know this guy has some great moves, and you need to see what he’s done and follow along. If you do that, you’re sure you’re sure there’ll be bumps, but you know what, you’re sure to meet with success. So, thank you so much for being on the show today with us, Corey”

Dr. Corey Melnikov

“Thanks for having me.”

Dr. Barbara Hales 22:10

“This has been another episode of Marketing Tips with the Doctors, with your host Dr. Barbara Hales and Dr. Corey Malnikof. Till next time,”

The post Scaling the Patient Experience first appeared on The Medical Strategist.

View Details

In this episode, Barbara discusses:

• Why video creates deeper patient trust than traditional advertising and why trust is the real currency in medicine.
• How simple, authentic smartphone videos outperform expensive, polished productions in attracting the right patients.
• How familiarity bias makes patients feel like they already know you before the first appointment.

Key Takeaways:

“The future belongs to physicians who learn how to combine technology with humanity, not one or the other.” – Dr. Barbara Hales

Connect with Barbara Hales:

• Twitter: @DrBarbaraHales
  Facebook: facebook.com/theMedicalStrategist
  Business Website: TheMedicalStrategist.com
  Email: info@TheMedicalStrategist.com YouTube:@barbarahales LinkedIn: https://www.LinkedIn.com/in/barbarahalesBooks:
  • Content Copy Made Easy
  • 14 Tactics to Triple Sales
  • Power to the Patient: The Medical Strategist

TRANSCRIPTION (240)

Introduction: Can Doctors Survive This?

Dr. Barbara Hales 0:02

Hey, welcome to another episode of marketing tips for doctors. I’m your host. Dr. Barbara Hales, today, we’re talking about something that many physicians are quietly asking themselves right now: Can doctors survive this? And when I say this, I mean the exhaustion, the bureaucracy, the endless charting, the emotional depletion, the inbox overload, the pressure to see more patients in less time, and now, artificial intelligence entering medicine at lightning speed. Some doctors are excited about AI. Some are terrified of it, and many are simply too burnt out to even think about it. But today, I want to talk about AI differently, not as a threat, not as science fiction, but as a tool that may actually help restore some of the humanity medicine has been losing for years, because, let’s be honest, most physicians are not burned out because they stopped caring. They’re burnt out because they care deeply inside a system that often makes caring harder and harder to sustain. And I think that distinction matters. So today we’re going to talk honestly about physician burnout. What AI is actually doing right now, what concerns me, what gives me hope, and why the future may belong to physicians who combine humanity with technology instead of fearing one or the other.

The Real Problem: The Machinery of Medicine

Dr. Barbara Hales 3:24

The real problem, you know, when people outside medicine imagine physician burnout, they often assume doctors are exhausted because medicine itself is emotionally difficult. And yes, of course it is. We deliver bad news. We carry enormous responsibility. We witness suffering. But strangely enough, that’s usually not the part physicians complain about most. What many doctors are truly exhausted by is everything surrounding medicine, the machinery of medicine, the clicks, the forms, the documentation, the prior authorization, the inbox messages, and the constant interruption of human connection by administrative overload. I’ve heard physicians say I spend more time talking to my computer than my patients, and honestly, that’s heartbreaking, because medicine was never supposed to feel like data entry with a stethoscope.

I once spoke with a physician who told me something that stayed with me for a very long time. He said I realized one day that I barely look patients in the eyes anymore, not because he didn’t care, not because he was cold, but because he was trying to survive the pace, typing, clicking, documenting, trying not to fall Behind, trying not to drown, and he said the moment that really shook him happened when a patient stopped talking in the middle of a visit and finally said, Doctor, are you listening? That hit him hard because he was listening, but the patient couldn’t feel it. And honestly, I think that’s one of the great tragedies of modern medicine, not that doctors stopped caring, but that the system slowly began interfering with the visible expression of caring. The eye contact, the stillness, the presence, the humanity.

AI as a Tool to Replace Friction, Not Physicians

Now here’s where things get interesting, because the same technology many physicians fear may actually help restore some of what we lost and before anyone panics, no, I do not believe AI is replacing physicians, at least not good physicians, not thoughtful physicians, not emotionally intelligent physicians, not doctors capable of judgment, ethics, intuition, empathy and trust building, but AI is beginning to replace friction, and that matters Right now. AI is helping physicians with charting documentation. Note, generation, administrative tasks, patient education, marketing, scheduling, and communication. And if that sounds small, you haven’t been in medicine lately, this is all administrative work, because reducing just one hour of nightly charting can feel life changing to an exhausted position.

AI Scribes and the End of “Pajama Charting”

One of the most promising uses of AI in medicine is the AI scribe: instead of physicians spending hours typing notes and navigating electronic medical records, AI can now listen during patient visits and generate documentation in real time. That means doctors can maintain eye contact, focus on the patient instead of the screen, and often finish charting before they even leave the office. Miracle of miracles for many physicians, this could dramatically reduce the exhausting pajama charting that steals evenings, weekends, and personal time. AI isn’t replacing the physician’s judgment. It’s removing the administrative friction that has slowly drained energy and humanity from medical practice.

I recently heard about a physician who started using an AI documentation tool during patient visits. At first, she resisted it. She thought, I don’t want a robot in the exam room. Fair concern. But after a few weeks, she noticed something surprising. She was finishing notes before leaving the office for the first time in years. No more logging back in at 10 pm, no more pajama charting, no more sitting in bed, exhausted with a laptop, balanced on her knees, trying to finish documentation before midnight. And what struck me most was not what she said about productivity, but about her family. She said my children stopped asking me why I was always working. That’s not a technology story. That’s a humanity, a humanity story. And I think we need to start looking at AI through that lens. Not only can it replace us, but it can also help us reclaim our lives.

AI for Content Creation and Online Presence

Now, let’s talk about something many physicians know they should be doing, but often don’t have time for, content creation, patient education, social media, videos, blogs, newsletters, most doctors are already overwhelmed just trying to survive the work day. The idea of consistently posting online can feel impossible, but AI is beginning to change that, too. AI tools can now help physicians generate post ideas, create captions, organize educational content, and repurpose long videos into short. Clips, draft newsletters, and simplify medical information into patient-friendly language, and honestly, this matters more than many doctors realize, because patients today are searching online long before they ever schedule an appointment, and the physicians who communicate clearly online are often the physicians patients trust first.

AI-Enabled Patient Education and Teaching Videos

AI is also transforming patient education itself, with past educational videos often requiring expensive equipment, editors, designers, lighting scripts, and hours of production time. Now, AI can help physicians create teaching videos quickly and efficiently. Imagine a cardiologist creating a simple animated explanation of high blood pressure, a pediatrician generating a short video on fever management for anxious patients, or a gastroenterologist sending a post-procedure recovery video for patients to watch at home. These tools allow physicians to educate patients at scale while still maintaining their own voice and expertise, and better education often leads to better compliance, less confusion, less anxiety, and stronger patient Trust.

Let’s look at the patient who finally understood. I heard about a physician who kept running into the same problem. He would spend 15 or 20 minutes carefully explaining diagnoses, medications, treatment plans, and lifestyle changes to patients, and by the next visit, many still felt confused or overwhelmed, not because they weren’t intelligent, but because patients are often anxious during appointments. They forget details, they mishear, and they leave things emotionally overloaded. So this physician started experimenting with short AI-assisted educational videos. After each visit, patients would receive a brief, two or three-minute video explaining their condition in simple, easy-to-understand language; some included animations, and some reviewed medications. Others explained symptoms to watch out for or how lifestyle changes could improve outcomes. And something remarkable happened. Patients became more engaged, more compliant, and less anxious. Staff phone calls decreased because many common questions had already been answered. But what really struck him was when an elderly patient said, “Doctor, this is the first time I actually understood what’s happening in my body.” That was powerful because AI didn’t replace the physician in that story; it amplified the physician’s ability to educate, reassure, and connect.

Automated Patient Communication and Self-Scheduling

Another area where AI may significantly improve both efficiency and patient satisfaction is in automated. Patient communication, AI-powered chatbots can already answer many simple, repetitive questions that flood medical offices every day, such as office hours, refills, policies, insurance participation, directions, pre-visit instructions, Portal, access, and follow-up information. And at the same time, many patient portals now allow patients to schedule their own appointments online without waiting on hold or speaking to front desk staff. That’s huge for me. I remember waiting a good 20 to 25 minutes before I got someone in the office who could actually give me an appointment. This doesn’t replace staff. It frees staff to focus on more complex patient needs and higher-level personal interactions. When used correctly, technology can reduce frustration on both sides of health care.

The Danger Zone: Protecting Humanity in Medicine

Let’s take a look at the danger zone now, with all that said, there are legitimate concerns and positions should absolutely be thoughtful and cautious, because medicine cannot become emotionally automated. There are things AI cannot replicate: compassion, intuition, emotional nuance, trust, moral judgment, and human presence. Patients do not heal simply because information was delivered correctly. Patients heal through connection, through reassurance, through feeling seen, and my concern is not that AI will replace good physicians. My concern is that systems may try to use AI to strip medicine down to efficiency alone and medicine without humanity becomes cold, mechanical, transactional, forgettable, we cannot allow that to happen.

The Future: Human-First, Technology-Assisted Care

I truly believe the future belongs to physicians who learn how to combine technology with humanity, not one or the other. Moving forward, the smartest doctors will not be blindly anti-AI, nor will they be blindly dependent on it. They will be balanced, curious, intentional, human-first, technology-assisted. And honestly, I think that’s where medicine is heading, not physician versus machine, but physician plus machine, with the physician remaining the center of trust, judgment, empathy, wisdom, and healing.

And if this conversation resonates with you, whether you’re a physician, health care leader, or someone simply trying to understand where medicine is heading. I’d love for you to subscribe, share this episode, and join our growing community here on marketing tips for doctors, because these Conversations Matter, and the more honestly we talk about burnout, technology, humanity and the future of healthcare, the better chance we have of building a medical system that works not only for patients, but for the people caring for them. Thank you so much for being here today. This has been another episode of marketing tips for doctors with your host, Dr Barbara Hales, see you next time. Thanks.

The post Can Doctors Survive This first appeared on The Medical Strategist.

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In this episode, Barbara discusses:

• How the podcast grew from frustration and concern about confusion, mistrust, and misinformation in healthcare
• Why does authenticity, clear language, and hearing a doctor’s tone and compassion help rebuild trust
• How patient education lowers fear and helps people ask better questions and participate in their care
• How podcasting lets doctors reconnect with their purpose beyond rushed, transactional visits
• How to approach conflicting health advice online without panic or blind trust
• A success story where awareness from a podcast led to timely, life-saving heart disease treatment
• A cautionary story showing how stopping medication based on online voices can cause serious harm
• Why medical podcasts should promote critical thinking, not fear, and support partnership with doctors

Key Takeaways:

“Responsible medical podcasts don’t ask for blind belief; they give people the clarity and context to think critically and make wiser health decisions.”

Connect with Barbara Hales:

• Twitter: @DrBarbaraHales
  Facebook: facebook.com/theMedicalStrategist
  Business Website: TheMedicalStrategist.com
  Email: info@TheMedicalStrategist.com YouTube:@barbarahales LinkedIn: https://www.LinkedIn.com/in/barbarahales

Books:

+ Content Copy Made Easy
+ 14 Tactics to Triple Sales
+ Power to the Patient: The Medical Strategist

TRANSCRIPTION (239)

Introduction & Why This Podcast Exists

[0:00:02] Dr. Barbara Hales

Welcome to another episode of marketing tips for doctors. I’m your host, Dr. Barbara Hales. We are going to discuss why medical podcasts matter more than ever. You know, one of the questions I get asked a lot is, ” Why did you even start a podcast? And honestly, the answer has very little to do with marketing. This podcast was born out of frustration, concern, and ultimately hope, because over the years, I noticed something happening in healthcare that became impossible to ignore. Patients had more access to information than ever before, but somehow, they were becoming more confused. Doctors were exhausted. Patients felt rushed. Trust was slipping, and meaningful communication in medicine was quietly disappearing.

People were turning to the internet for answers about their health, and instead of clarity, they found fear, misinformation, extreme opinions, miracle cures, and influencers posing as medical experts. At the same time, many physicians had tremendous knowledge and experience, but no real platform to explain things calmly, clearly, and humanely, and I realized something very important: education has become part of healthcare itself. That’s where this podcast came from, not from ego, not from wanting attention, but from wanting to help people think more clearly about their health, because here’s the truth: most healthcare decisions are no longer made only in the exam room. They’re being influenced on YouTube, TikTok, Instagram, Facebook groups, Google searches, and yes, podcasts, which means the quality of medical communication matters enormously now, and that’s why these conversations are important.

Authenticity, Trust & How Podcasts Connect

[0:03:00] Dr. Barbara Hales

People often ask why podcasts connect so deeply with audiences. And I think the answer is simple. People are starving for authenticity. They don’t want to be talked down to. They don’t want complicated medical jargon designed to impress other doctors, and they don’t want constant fear-based headlines screaming everything you’re doing is killing you. People want honesty. They want clarity. They want someone who can explain complicated things in a calm, intelligent, understandable way. And podcasts do something unique. They allow people to hear your tone, your compassion, your thoughtful process, and your humanity, which builds trust. Sometimes, patients feel like they already know a doctor after listening to several episodes; that connection matters because medicine works best when trust exists. How do podcasts help both doctors and patients?

For patients, education reduces fear when they understand their conditions, medications, risk factors, options, and the reasoning behind medical decisions; they feel empowered instead of helpless. Educated patients ask better questions. They participate more actively in their care, and in many cases, outcomes improve. But podcasts also help doctors. And I think this is something people don’t talk about enough. Many physicians went into medicine because they genuinely wanted to help people. But modern medicine can become incredibly transactional, with 15-minute appointments, endless documentation, insurance battles, burnout, and teaching. Reconnects doctors to purpose. It reminds physicians that communication itself can be healing, and honestly, sometimes one thoughtful conversation can help more people than an entire week of rushed office visits when podcasts disagree, then what?

When Podcasts Disagree & How Patients Should Respond

[0:07:00] Dr. Barbara Hales

Well, here’s where things get interesting. Patients will often hear two podcasts with opposite opinions. One says, Never eat carbohydrates. Another says plant-based nutrition is the answer. One says, Take this supplement. Another says that the supplement is useless. So how is the average person supposed to know who’s right first? Don’t panic. Different opinions in medicine do not automatically mean someone is evil or incompetent. Medicine is not mathematics. It involves science, clinical judgment, individual differences, risk-versus-benefit decisions, and evolving research. Reasonable experts can disagree, but patients need a framework for evaluating what they hear. So what should patients do? First? Never make major health decisions based on one podcast episode. A podcast should educate you. It should not replace personalized medical care. Second, be cautious of people who sound certain about everything. Real medicine usually contains nuance. If someone says this works for everyone, doctors are hiding the truth, or this cures everything, that should raise concern. Good Medicine acknowledges limitations, exceptions, uncertainty, and individuality. The third look at motivation is the person educating you or selling fear, because fear has become a business model online, and frightened people click very quickly. Now, let me tell you a story that beautifully shows how Podcasts can actually help patients when handled thoughtfully.

Success Story: Awareness, Not Self‑Diagnosis

[0:11:00] Dr. Barbara Hales

A woman in her late 50s had been listening to several health podcasts to improve her overall wellness. One episode discussed early warning signs of heart disease in women, not dramatic movie style, symptoms, subtle ones, fatigue, shortness of breath, jaw discomfort, exercise intolerance, and she realized she had quietly been experiencing several of those symptoms for months now. Here’s the important part: she didn’t panic. She didn’t diagnose herself online. She didn’t start taking random supplements. Instead, she used the information intelligently. She scheduled an appointment with her physician and said I heard a discussion that made me wonder if I should get evaluated. Her doctor took it seriously. Testing eventually revealed significant coronary artery disease. She needed intervention, and afterward, she said something incredibly powerful. The podcast didn’t save my life because it gave me treatment. It saved my life because it gave me awareness. That’s exactly what responsible medical education should do, not replace doctors, not create fear, but encourage thoughtful action.

Cautionary Tale, Confidence vs. Credibility & The True Purpose

[0:15:00] Dr. Barbara Hales

But now let me tell you the other side: a younger woman became convinced by several online personalities that all prescription medications were toxic. One podcast after another reinforced the same message: natural healing, only doctors overprescribe. You don’t need medication. So, without consulting her physician, she abruptly stopped her blood pressure medication. She felt proud, at first, empowered, like she had taken control, but several weeks later, her blood pressure skyrocketed, she developed severe headaches, dizziness, and eventually ended up in the emergency room with dangerously elevated blood pressure. Thankfully, she recovered. Others who do that wind up stroking out. But afterward, she admitted. Something important, I confused confidence with credibility, and that sentence stuck with me because sounding confident online does not automatically mean someone is correct. What is the real purpose of medical podcasts? The best medical podcasts do not demand blind trust. They encourage critical thinking. A good podcast should help patients ask better questions, recognize misinformation, feel calmer, and become partners in their health care. The goal should never be, believe me, blindly. The goal should be to become informed enough to make wiser decisions. That’s a very different mission.

So, if today’s conversation helped you see healthcare a little more clearly, share this episode with someone who may need it too, because informed patients and connected doctors create better medicine for everyone, and honestly, that’s exactly why this podcast exists. I’ll see you next time. This has been another episode of marketing tips for doctors with your host, Dr Barbara Hales. Till next time.

The post Restoring Trust in Medicine first appeared on The Medical Strategist.

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In this episode, Dr. Barbara Hales interviews Bret Gregory, founder of DrTalks :

• Bret shares how his decade of running a marketing agency for doctors showed that virtual summits and podcasts are the strongest long-term patient-acquisition strategies, with summits often generating 20,000+ email leads and significant new-patient revenue.
• He recounts his entrepreneurial path, including selling a corporate wellness business after his brother’s terminal cancer diagnosis, attempting an eco-wellness community in Costa Rica, and learning online marketing to survive the 2008 downturn. Brett explains why doctors make in-demand podcast guests, how DrTalks helps doctors get booked for free using AI, and why nurturing an email list with a weekly newsletter is more valuable than social followers.

Connect with Bret Gregory:

• sign in/up https://drtalks.com/
• LinkedIn Bret Gregory

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business Website: TheMedicalStrategist.com
Email: info@TheMedicalStrategist.com

YouTube:@barbarahales

LinkedIn: https://www.LinkedIn.com/in/barbarahales

Books:

• Content Copy Made Easy
• 14 Tactics to Triple Sales
• Power to the Patient: The Medical Strategist

TRANSCRIPT. (238)

Dr. Barbara Hales 00:02

Welcome to another episode of marketing tips for doctors. I’m your host, Dr. Barbara Hales, and today we have a very interesting person with us by the name of Bret. Gregory

Dr. Barbara Hales 00:19

Bret was giving that little pause there for excitement. What I wanted to tell you about him, which makes him so interesting, is that he is a healthcare investor and has invested in several health and wellness startups. So I’d like to say that over his 30-year career, he’s founded and built not one but four successful startups in the health and wellness sector, two of which empower doctors to build their brands and businesses through innovative approaches. His most recent one is called Doctor Talks. You can reach that through drtalks.com.

Bret Gregory 01:11

Thanks so much. Barbara, I really appreciate you having me, and it’s wonderful to have a physician who is helping other doctors. It’s really exciting for me to have a conversation with you. I founded drtalks.com about six years ago, right when the pandemic started. And prior to that, I had a marketing agency for doctors for about a decade. And that entire time, while we were helping doctors, we were doing all sorts of marketing strategies, lots of social media. We were doing campaigns, emails, webinars, you name it. And then what I noticed is, over that decade, the marketing that worked the best, the long-term marketing that worked the best for doctors was very consistently virtual summits and podcasts and putting on a virtual summit where one doctor might interview 20 or 30 other doctors, and then we would launch that summit virtually. And every time we did that, they would grow a 20,000-plus-patient email list and convert it into a million dollars in new-patient revenue per year. And the only thing was, it was very hard. Took a lot of work. It was a lot of effort. And the same thing with podcasts. Podcasts took, they took a while to get going, but once they got going, they ended up being some of the best long term marketing strategies for doctors. Well over that decade, I was wondering, how come no one has ever created an entire platform dedicated to this? It’s kind of like YouTube for doctors. And after asking myself that for over five years, I finally said, Well, you know what? I’ll create it. And so I went out, maxed out my credit cards, borrowed $50,000, hired a few employees overseas, found my first 10 customers, and we launched in March of 2020, right when the pandemic started. I didn’t know what was going to happen. No one did, of course, but it turned out helping doctors with their online businesses was perfect timing. The pandemic gave us a tailwind, and now, six years later, we’ve grown into the world’s largest streaming platform for integrative and functional medicine doctors who want to reach our 11 million patient web visitors. And so we’re really on a mission now to democratize the Creator economy for doctors. What that means is we want to help you, doctors, make money off your information. I believe that doctors have been squeezed from so many different places, and now it’s time for doctors to monetize, to be able to get paid for their information while they’re helping people with their knowledge. So that’s the mission of doctor talks.

Dr. Barbara Hales 04:04

That’s really great. But before we continue on this topic that you are clearly passionate about, what I would like to do is to turn the dial and go back to the beginning, because and you know other doctors and other you know, possible entrepreneurs here that you are an investor, that is something, I think, that you know, other than being envious, strike strikes the the question or fear in people. Well, isn’t it scary to start with something like that from the beginning, you know, and worry whether it’s going to fail and is going to lose all his money, or, you know, like, like, how that works. So take me back to the beginning and say, you know, most people would take the safe route. So, you know, they. Start a business, or they would, you know, work in a, you know, in a business that was either, you know, like, joint-vented with someone else. So let’s, let’s start from the beginning, because I know there are people here listening to this saying, like, what you know, like, how does this happen? So tell me how it happened. Like, why is it that you had all the confidence to, you know, be an investor and, you know, like, how that all came about?

Bret Gregory 05:33

Sure. Well, I started out as an entrepreneur. Very early in college. I started my first business, started a painting company, and then right out of college, I went into the Employee Benefits business, and I started my own company there, and that was from about 1996 to 2006 I did corporate wellness programs, and I also started a radio show at that time. And what I accidentally discovered is that by interviewing real prospective customers, I was interviewing CEOs of companies in San Diego and interviewing people who could refer us prospective customers, we ended up building a really significant business in the corporate wellness sector over a 10 year period, and that was my my first business, sadly, in 2006 my 34 year old brother was diagnosed with terminal lung cancer, stage four non small cell carcino carcinoma, and he ended up passing away nine months after that, And that just changed the trajectory of my life completely.

Bret Gregory 06:44

Thank you. I appreciate that. But I tore off my suit and tie. I sold my business. I had about $3 million I moved to Costa Rica. I purchased a 164-acre property to develop an eco-friendly wellness community that helps as many people as possible change their lifestyle habits and heal from within, to the best of their bodies’ abilities. Now, I’m not a doctor. I know nothing about I don’t pretend to be one. I do understand marketing and sales. That’s really where my experience lies, but I was really focused on helping as many people as I possibly could, and I wanted to use that as my brother’s legacy. Well, I went and purchased this great piece of property down in Costa Rica, right across the street from the beach, and a new hospital is under construction. Now it was a great time to sell my corporate wellness programs business, but it was a terrible time to invest in a speculative real estate development because we closed in 2007, right before the 2008 global financial crisis, and I was really worried. I thought I was going to go bankrupt. I very quickly learned online marketing. I learned how to build websites, drive traffic, build lead magnets, grow an email list, and in just about 12 months, we were able to do about $1.4 million in sales to customers we met on Facebook, and this was now in 2009 2010 it was just enough to avoid going bankrupt, but it wasn’t enough to raise the money that we needed to raise to develop a large eco friendly wellness community. So I had to put that project on hold, move back to San Diego, and that’s when I started. It was called “attract customers now,” where I helped doctors grow their practices. And I did that from 2010 to 2020, and that’s when I learned about the different techniques that can help doctors grow their practices and attract patients online.

Dr. Barbara Hales 08:54

Did you use that property for wellness retreats?

Bret Gregory 08:58

That was the goal. Unfortunately, we were never able to really recover from the global financial crisis, and that was the whole idea and goal. We wanted to build a wellness community for retreats. We just weren’t able to do it.

Dr. Barbara Hales 09:14

And that’s unfortunate, because it seems like such an absolutely beautiful place.

Bret Gregory 09:19

It is truly, truly beautiful. Feels very magical, feels very nurturing and healing, and that was the idea.

Dr. Barbara Hales 09:29

So I understand that one of the ways you recommend physicians, you know, become visible to their prospective patients is by putting out podcasts. Do you recommend they guest-podcast on other sites before considering creating their own?

Bret Gregory 09:51

Yeah, well, guesting on podcasts has become the hottest new way to attract patients online right now. Wow. And one thing: since I started drtalks.com about six years ago, I’ve worked with 1000s of doctors. There are probably 3000 doctors on the platform today. We’ve got lots and lots of Doctor-hosted podcasts, and I’ve coached. We’ve produced over 7500 podcast interviews on doctor talks. And one thing that I see very consistently is that doctors don’t always realize that they make fantastic podcast guests, and that podcast hosts love to interview doctors, and you don’t need to pay anybody or anything to be booked on a podcast as a doctor. As a doctor, your information is valuable to podcast hosts. You’re a sought-after expert, key opinion leader, and the podcast hosts want to interview you, so we’ve made it really easy to help doctors get booked on a podcast. And yes, I definitely recommend guesting first before you just run out and start your own podcast. What the doctors I’ve worked with find is that when they become guests on a podcast, they love it. They usually, you know, it’s unexpected how much fun it is that they really enjoy it. And then, of course, the side benefit is that they get the word out and educate the public, which is something that pretty much every doctor I know wants to do, and they can attract new patients online, as well as new clients and customers for their business.

Dr. Barbara Hales 11:40

So, as a representative of drtalks.com, do you have all the podcasts on the doctor talk site, or are you helping doctors get onto other people’s podcasts?

Bret Gregory 11:55

Both? Yeah. So think of doctor talks as YouTube, but with all the content creators being doctors. So, when I say YouTube, it’s the world’s largest podcast platform. So YouTube is far larger for podcast consumption than Spotify. It’s far larger than Apple Podcasts. And so a lot of people who have podcasts, almost everybody that has a podcast puts their podcast on YouTube, and 1000s and 1000s of doctors that have podcasts also put their podcast on Doctor. Talks: It’s free to have a channel on doctor talks, just as it is on YouTube. So there are so many podcasts out there that doctors can get booked on really easily. And we’ve created a system that lets them set up a free expert account and start messaging and connecting. We have an AI that connects them directly with podcast hosts, and they can start pitching themselves. And we’ve made it really easy for them to pitch themselves and get booked on a podcast. It’s easy, it’s free, and it’s a lot of fun.

Dr. Barbara Hales 13:08

That’s great, and certainly financially, it beats paying for ads and hoping that people will see those ads

Bret Gregory 13:16

much it’s much better than paying for ads. It’s much better. There are podcast booking companies and agencies out there that charge, you know, 2000 to $5,000 a month to book people on podcasts. Well, we can do that for free. And like I said, we’ve got hundreds and even 1000s of podcasts. If you’re a doctor, it’s free. You can create a free expert account on drtalks.com and start getting booked right away. And the one question that you know some of your listeners may have, because I’ve heard this from many, many doctors, when I am always encouraging doctors to be a guest on podcast, is sometimes they say, why would anyone want to listen to me and aren’t there already so many experts talking about menopause or hormones or peptides or whatever, whatever your expertise is in. And let me tell you, you are still that key opinion leader. You’re still that sought-after expert that the podcast host wants. You still have so much to offer. If you can help one patient, you can be a great guest on a podcast, and I just want to encourage you to give it a try, because you’re not only probably going to love it, you’re going to help people, and you’re probably going to start to attract new patients, clients, and customers

Dr. Barbara Hales 14:39

are physicians who are functional into functional medicine, or maybe non-traditional medical care. Welcome to your show as well.

Bret Gregory 14:50

100% yes, so any doctor can make a free expert channel on doctor talks. Uh, the great thing about doctor talks is that there are 11 million patients visiting the web. Most patient web visitors come to look for alternative treatments. They, you know, usually want to figure out, how can I use diet, lifestyle, exercise, and how can I work with a doctor that’s going to, you know, work with me. Listen to me. A lot of cash-paying patients on drtalks.com, and so it can be great for integrative Functional Medicine and even traditional doctors.

Dr. Barbara Hales 15:30

That’s great. Now, I did notice when I looked at the site that in addition to podcasts and videos, you also have summits. So maybe you could tell the audience here the difference between a podcast and a virtual Summit?

Bret Gregory 15:46

Sure. So, virtual summits and podcasts are similar in many ways: there’s usually one host, or a host and a co-host, who interview other doctors. But the summits tend to focus on one subject. So we just recently completed the Reversing Heart Disease Naturally Summit, hosted by Dr. Joel Kahn, a cardiologist, and Dr. Joel Fuhrman, a nine-time New York Times bestseller. They interviewed approximately, I want to say it was maybe, I think they did 20 interviews each. So they did approximately 40 interviews, and almost everyone they interviewed was also a doctor, but it was all about how to reverse heart disease naturally. And so they record all those interviews, and then we do a summit launch. And so, usually, all the experts on the summit will send an email to their patient email lists, inviting them to watch the summit for free. So the summits are free to register for and attend. And our summits usually have between 20,000 and 40,000 attendees, and they’re all virtual. They’re launched over approximately a five-day period, during which everybody comes together to watch the summit for free. And we have summits on lots of different topics. We’ve done summits on Alzheimer’s and diabetes and Hashimoto’s, and we’ve produced over 100 summits in the past six years, at doctor talks,

Dr. Barbara Hales 17:25

When a person is having a podcast, versus, you know, being head of a summit or leading a summit in a particular group, is the one leading the summit considered, you know, prospectively, a higher authority than someone that just has a podcast?

Bret Gregory 17:47

Well, I wouldn’t necessarily compare it to having a higher authority than someone with a podcast, but certainly, hosting a podcast can help you raise your authority and become that key opinion leader. Definitely, hosting a summit can also help you raise your authority and be a key opinion leader. I think one of the main differences is that if you’re hosting a summit, you’re going to grow an email list that should be highly valuable and profitable to your practice, and so in both cases, you will be able to elevate your key opinion leadership.

Dr. Barbara Hales 18:22

So, with a virtual Summit, you can grow your email list faster.

Bret Gregory 18:33

Definitely, yeah, usually, again, when we have the host, we will get a copy of the email list that we can produce with the summit. That email list should be worth half a million to a million dollars a year to a doctor who has a practice. You know, whether it’s even if it’s a brick and mortar practice or even if it’s a virtual practice, the it’s you know, think about an email list of 20,000 prospective patients, you’re going to have a lot of you know, great value in that, and that’s something that the summit does. Now, summits are they’re considerably harder than a podcast. Podcast is a much easier place to start. But I would also suggest, again, if you’re really starting out from scratch, start out as a guest with one podcast interview, and we can help you get booked for free on drtalks.com.

Dr. Barbara Hales 19:30

Well, one of the great benefits of having a summit is that, for whatever topic this summit is highlighting, the people who have signed up for it are the ones who are raising their hand, saying, ” You know, this is a topic that I’m interested in,

Dr. Barbara Hales 19:59

when a person. And signs up. Is there a little blurb at the bottom saying, “By signing up, you give permission to receive information,” or is that the first email you send after you get the email list? Would you like to keep getting information?

Bret Gregory 20:17

Yeah, it’s the first part. So they have to acknowledge that they’ll be on the host’s email list. And that’s why they have to check a box to agree to it in order to register. So it’s very clearly labeled up front that you’ll be joining the doctor’s email list. And then, of course, like with any email system, you should be able to easily subscribe with one unsubscribe with one click. Should you choose to do so?

Dr. Barbara Hales 20:47

Surely. Now, do these people who sign up get any kind of lead magnet, or is the Summit and the summit information enough of a draw that nothing else needs to be sent to them?

Bret Gregory 21:00

Usually, we’ll have four to five ebooks, and, as you said, you can refer to them as lead magnets, but they’re typically high-value. Many times they’re authored by the host; sometimes they’re authored by premium guests who have, you know, really high-quality information aligned with the topics. So, for example, on the reversing heart disease naturally Summit, there were, I think, about four or five ebooks that were all related to reversing heart disease naturally. And they’re very, very high-quality ebooks,

Dr. Barbara Hales 21:40

which is a very important topic these days.

Bret Gregory 21:43

Yes, absolutely agreed.

Dr. Barbara Hales 21:46

So when a doctor gets an email list, well, I think first of all, we can all agree that one of the most valuable assets a doctor or any businessperson has is that email list, right? So once the doctor gets the new email list, what do they do with it?

Bret Gregory 22:06

Great question. Yeah, this is one of the most important things for a doctor, and really for any business, is your email list. And the email list should be far more valuable. And let me just help give some perspective here. Would you rather have 10,000 Instagram subscribers or a 10,000-person email list? You would much rather have the email list. You could likely turn a 10,000-person email list into hundreds of 1000s of dollars of revenue, where you could almost never do that with 10,000 Instagram subscribers. So if you ever hear this phrase from people who teach marketing, “the money’s in the list,” it is absolutely true. So you want to really focus on building your email list. That can be done with a newsletter. It could be done by hosting a summit. There are many ways to do that; we won’t get into it right now, but the most important thing is to nurture your list. So you want to send, ideally, a weekly email newsletter that drives traffic back to your website.

This is one of the most valuable things we can help doctors with who have podcasts: many doctors forget that if they have their own podcast, they should send out a weekly email as part of their newsletter. And it’s really this. This last part is really important in the if you’re going to release a weekly podcast episode instead of driving traffic to Spotify or Apple or your YouTube channel, you drive them back to your website so you can put your podcast on your website, and whenever a new episode comes out, you would send that email in your newsletter once a week and send traffic back to your website that right there could be worth six figures a year in driving traffic from your existing patient email list you don’t need, you don’t need a giant list. You could have a 1000-patient email list, and that would generate, you know, probably six figures per year. So what do they do with the email list that you want to nurture it? The best way to nurture it is with a newsletter. The easiest way to do it is news. To populate your newsletter is like having a weekly podcast.

Dr. Barbara Hales 24:32

When a person signs up to the website, of course, they’re seeing everything that you are. You know, believe everything that you believe in, everything that you teach. But you know, when people look to see how many subscribers you have, obviously, if they’re going to the website as the primary exposure. Or that there is no, you know, subscribing button. So do you say, well, it’s more important that they see your web list than a subscriber number.

Bret Gregory 25:13

Well, great question. So the subscriber number that you see, whether it’s on YouTube or your Spotify followers, I like to refer to as social proof. Often, those are vanity metrics. So you might see a lot of people with hundreds or 1000s of followers on Facebook, Instagram, or TikTok; those tend to be what I refer to as vanity metrics. The exception is YouTube. If you have YouTube subscribers, those tend to be a lot more valuable than, say, Facebook subscribers. That all being said, I would still rather have the email list and when you drive traffic, if you’re going to drive traffic somewhere, you always want to drive traffic to your website, and when, for anybody that is, you know, if you’re just getting started out, one of the things that you would do is make it easy for people to sign up for your newsletter, and so you just Have a form on your homepage where it’s very easy for people to sign up for your newsletter, and then you send them a weekly newsletter. That’s the nurturing that we were talking about earlier. And if you do it once a week, you can send people traffic to your website, whether it’s reading a new blog post or perhaps seeing your latest podcast interview. Anytime you can get your patients back to your website, you have the opportunity to let them book a consultation or purchase anything else you might offer.

Dr. Barbara Hales 26:54

Well, that’s really great advice. So, at this point in the podcast, I like to ask my guest: What are two tips you would give to the listening audience? So let’s say a person you know is not just starting out in the practice, but is not, you know, towards the end of their practice, either they’re you know, like midway, they’d like to, you know, they’d like to improve the numbers, or if they’ve decided recently, which is even more important, if they’ve decided to transition away from an insurance dependent model to a concierge now, it’s as though they are starting from scratch, because now they need to let people know that that’s what’s going to be happening. They need to attract new people and convince existing ones that paying for something is worth it. So, absolutely like, what tips would you give?

Bret Gregory 27:58

So my biggest tip, and you know, I’m certainly biased, is that I think doctors should be a guest on a podcast, but because it’s free, it’s easy. And, you know, we have a way to make it really easy for you to get booked on podcasts. My tips would be to get booked on a podcast, and one of the easiest ways to do that for any of you, if you use any kind of AI out there, if you like ChatGPT or Claude, whatever you use, go and open up a window and type in this prompt. Help me come up with a catchy podcast title. And here’s where you fill in the blank that might be, wherever your area of expertise is, peptides, menopause, heart disease, diabetes, whatever your specialty is or area of expertise, and then let it run, and it’ll come up with a bunch of really catchy podcast titles. Find the one that resonates with you, and it just hooks you. That’s the key. Find the one that just really hooks you. Go, ooh, that one would be great. Use that when you approach other doctors who have podcasts. So again, on doctor talks, you create a free expert profile. You can quickly start messaging our AI, which will match you with other podcast hosts. You could start messaging those doctors and say, “I would love to be on your podcast.” Here is my and you can call it your signature talk. Here is my signature talk. Copy and paste that catchy podcast title, and that’s going to hook them into wanting to interview you. It’s totally free, and it’ll give you a really great opportunity: once the last step is taken, you can ask your favorite AI chatbot to help you come up with great interview questions. And have come up with approximately 10 questions that should be good for about a 25-minute interview. Try to keep your interviews to approximately 25 minutes. It’s just a good rule of thumb. You don’t want them to go. Too long, and those are my tips that can really help you.

Dr. Barbara Hales 30:04

Those are great tips. And if I might just throw one in, following up on what you said is, you know, when you find that title or that hook that you think is wonderful, the thing is, someone else might have thought it’s wonderful first. So, before you actually make that your podcast, get the URL. If the URL is not available, then think again, because sure, you don’t really want to be promoting someone else’s podcast.

Bret Gregory 30:41

Yeah, I was referring to if they were going to be a guest, as opposed to hosting their own podcast, you’re 100% correct. If they’re going to host their own podcast, you need to put a lot more thought into the title, the name of the show, but I was thinking more of a catchy podcast, title of an episode, of an episode, then in that case, you’re absolutely right, yeah.

Dr. Barbara Hales 31:05

Well, you know what? I thoroughly enjoyed speaking with you today, as I’m sure the listeners are, you know, interested in what you have to say. They’ve, I’m sure, gotten a lot of value out of it. So I just want to remind listeners that you can visit drtalks.com, browse the site, and sign up. It’s free. You are getting nurtured by one of the best. Yeah.

Bret Gregory 31:39

Thank you so much. Well, yeah, for anybody who’s listening, you can create your free account. If you’re a doctor, go to doctor talks.com that’s D, R, T, a, l, K, s.com, forward slash, connect. Then you can sign up, create your expert profile, and get started. Our AI will connect you with podcast hosts, and you can start getting connected. And our team will be happy to assist you if you need any help

Dr. Barbara Hales 32:01

well. Thank you so much. This has been another episode of marketing tips for doctors, till next time.

The post Attract Patients Forever first appeared on The Medical Strategist.

View Details

In this episode, Barbara discusses:

• In this episode, Dr. Barbara Hales breaks down why video is becoming the most powerful trust-building tool in modern medicine. While traditional advertising may create visibility, it often fails to build the one thing patients value most—trust.
• Dr. Hales explains how simple, authentic videos recorded on a smartphone can outperform high-budget productions by creating a sense of familiarity and human connection. Patients aren’t just looking for credentials—they’re looking for a doctor they feel comfortable with before they even walk into the clinic.
• You’ll also learn why perfection is actually hurting your visibility, how familiarity bias influences patient decisions, and how even camera-shy physicians can start building authority and attracting better patients with short, consistent videos.
• If you’re a physician (or any professional) looking to grow your practice, build credibility, and connect with your audience on a deeper level—this episode is a must-listen.

Key Takeaways:

“Stop chasing perfection and start showing up. Patients don’t need a cinematic ad—they need a real doctor speaking clearly and calmly on camera.” -Dr. Barbara Hales

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business Website: TheMedicalStrategist.com
Email: info@TheMedicalStrategist.com

YouTube:@barbarahales

LinkedIn: https://www.LinkedIn.com/in/barbarahales

Books:

• Content Copy Made Easy
• 14 Tactics to Triple Sales
• Power to the Patient: The Medical Strategist

TRANSCRIPT (237)

Introduction: The Power of Video for Doctors

Dr. Barbara Hales 0:02

Welcome to another episode of marketing tips for doctors. I’m your host, Dr Barbara Hales, today, we are going to talk about why doctors should speak on camera. Let me start with a question: if you needed surgery tomorrow and had to choose between two surgeons, one had a beautiful website and glossy ads; the other had a simple website but dozens of short videos where you could see them explaining things calmly, intelligently, and clearly. Which doctor would you trust? Most people choose the second one, not because the ads were bad, but because video creates trust, and trust is the real currency in medicine. Today, we’re going to talk about something many physicians avoid speaking on camera, and here’s the truth: you do not need a studio, you do not need expensive equipment. You do not need to become an influencer. What you need is something far more powerful. You need to let patients see who you are, because when patients feel like they already know you, they walk into the office trusting you, and that changes everything. Today, I’ll show you why video builds trust faster than ads, why authenticity beats production quality, why doctors who speak on camera attract better patients, and how to start doing this, even if you hate being on camera, and along the way, I’ll share a few stories, because this shift is happening everywhere in medicine right now. Here’s the uncomfortable truth: Patients don’t trust the medical system the way they used to, not because physicians are less competent, but because the system feels impersonal. Patients feel like numbers. Appointments are rushed, and doctors are overworked. Everything feels transactional, so patients go online looking for answers, and when they do, they’re looking for a human being, and They’re not looking for a brochure, not a marketing campaign, just a real person, someone who explains things clearly, someone who seems thoughtful, someone who actually cares.

The Trust Gap in Modern Medicine

Dr. Barbara Hales 3:24

Video does that instantly: when a patient watches you speak for two minutes, they subconsciously evaluate things like, “Does this doctor seem calm?” Do they explain things well? Do they seem rushed? Do they seem arrogant? Do they seem compassionate, and do they make a decision, not consciously, but emotionally? I once worked with two cardiologists in the same city, both excellent physicians, both highly trained, both board-certified. Dr. A had a massive marketing budget, Billboards, radio ads, and print ads. Dr. B did something simple. He started recording two-minute educational videos, nothing fancy, just his smartphone, talking about time. Topics like what chest pain actually feels like, when to worry about palpitations, and what a stress test really means. Within a year, patients were walking into his office saying something fascinating. I feel like I already know you think about that before the first appointment even started, the relationship already had trust, and that trust started with a video on his iPhone. If your physician is listening to this and thinking, I probably should be doing this. You’re right, and here’s the simplest place to start.

Record one short video answering a question patients ask every day. That’s it, not perfect, just helpful, because education builds trust faster than advertising ever will. Why video works so perfectly, so powerfully, you think video communicates things that text never can: your tone, your pacing, your expressions, your calmness. Patients don’t just hear information; they experience your presence. And presence is powerful. There’s also something else happening psychologically. When patients repeatedly watch your videos, they experience a phenomenon called familiarity bias. The Brain prefers what feels familiar, which means when patients finally meet you in person, you already feel like the safe choice, and that’s incredibly powerful in medicine. I worked with a dermatologist who absolutely hated being on camera. She told me I went to medical school, not broadcasting School, which is fair, but she agreed to try something simple, one video per week, two minutes. That’s it. The first few were awkward. She was stiff. She looked nervous. But something interesting happened. Patients loved them. Why? Because she was authentic. Six months later, her new patient visits increased significantly, but the bigger change was this. Patients arrived educated. They already understood basic concepts. The visits became more efficient, with better conversations and better relationships, and she later told me something funny. I still hate being on camera, but I love what it does.

Case Studies: Video vs. Traditional Marketing

Many doctors delay video because they think it needs to look perfect, studio, lighting, professional editing, expensive equipment, but the truth is almost the opposite. Patients trust authenticity more than polish. In fact, overly produced content can feel like advertising, and patients are skeptical of advertising, but a doctor speaking calmly in their office that feels real, that feels human, and patients trust humans. An orthopedic surgeon once hired a production company. This was the $40,000 video that didn’t work. They created a beautiful promotional video, drone shots, cinematic music, and perfect lighting. It cost nearly $40,000, think of that. They spent $40,000 on these videos, and it looked amazing, but it didn’t move the needle. Why? Because it felt like marketing. Later, he started recording simple, one-minute educational clips, just explaining common injuries. ACL, tears, shoulder pain, and knee arthritis. Those videos started getting shared by patients, and suddenly, new patients were saying, I saw your video explaining knee pain. Not the $40,000 production, it was the 62nd explanation, because education builds trust. Advertising rarely does something interesting happen.

Why Video Works: Presence, Familiarity, and Psychology

When doctors start speaking publicly, they begin clarifying their thinking. Teaching forces clarity. Explaining medicine simply is a skill, and when physicians develop that skill, their authority increases. Patients see them as leaders. Colleagues see them as experts. Opportunities appear. Speaking leads to visibility. Visibility leads to authority. Authority leads to opportunity, and it often starts with something incredibly simple, a two-minute video. An internist started making short videos during COVID. He simply explained complex medical topics calmly, no drama, no politics, just clarity. People share them because they feel trustworthy. Within two years, he had a national following. He was invited to conferences, media interviews, and educational panels, and none of that was the goal. The goal was simply to help patients better understand medicine, but clarity and credibility have a way of spreading.

Overcoming Fear and Perfectionism on Camera

If you’re a physician considering this, here’s the good news. It’s much easier than you think. Start with simple topics that patients ask about every day. Examples: What causes fatigue? When should you worry about chest pain? What does high cholesterol actually mean? Keep videos short. One idea per video. Two Minutes is perfect. You don’t need perfection. You need sincerity and consistency; one video per week is enough, because over a year, that becomes 52 moments of trust.

Practical Tips for Physicians

If you are a physician who wants to build trust with patients, start speaking, not because you want to become famous, but because patients need doctors who explain things clearly. And if you’d like more ideas like this on how physicians can grow their practices, communicate better with patients and build more sustainable careers. Be sure to subscribe to marketing tips for doctors. And if you know a colleague who’s struggling with practice growth or patient engagement, share this episode with them, because sometimes one small idea, like recording a simple video, can completely change how a practice grows. Thanks for listening till next time.

The post Smartphone Videos Beat Ads first appeared on The Medical Strategist.

View Details

In this episode, Barbara discusses:

• Why video builds stronger patient trust than traditional marketing and why trust drives patient decisions in healthcare.
• Why simple smartphone videos often outperform high-budget productions in attracting and retaining patients.
• How familiarity bias makes patients feel comfortable with a doctor before the first appointment even happens.

Key Takeaways:

“Stop chasing perfection and start showing up. Patients don’t need a cinematic ad they need a real doctor speaking clearly and calmly on camera.” -Dr. Barbara Hales

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business Website: TheMedicalStrategist.com
Email: info@TheMedicalStrategist.com

YouTube:@barbarahales

LinkedIn: https://www.LinkedIn.com/in/barbarahales

Books:

• Content Copy Made Easy
• 14 Tactics to Triple Sales
• Power to the Patient: The Medical Strategist

TRANSCRIPT (236)

Introduction: Why Video Matters in Medicine

Dr. Barbara Hales 0:02

Welcome to another episode of Marketing Tips for Doctors. I’m Dr. Barbara Hales. Today we talk about why doctors should speak on camera. Think about this. If you needed surgery tomorrow, you choose between two doctors. One has polished ads and a perfect website. The other has simple videos explaining conditions clearly and calmly.

Most people choose the second doctor. Not because the ads are bad, but because video builds trust. And trust drives decisions in healthcare. Many physicians avoid video. They think they need a studio or professional gear. That is not true.

What matters is letting patients see you, hear you, and understand how you think. When patients feel like they already know you, everything changes.

The Trust Gap in Modern Medicine

Dr. Barbara Hales 3:24

Patients no longer trust systems automatically. They look for people. They want someone calm. Someone clear. Someone who explains things without rushing. Video shows that instantly.

When patients watch a short video, they judge:

• clarity
• tone
• calmness
• empathy
• confidence

These judgments happen fast and emotionally. A cardiologist once shared educational videos from his phone. No production team. No ads. He explained simple topics like chest pain and palpitations. Patients later said, “I feel like I already know you.” Trust is formed before the first visit. Start simple. Answer one common patient question. Keep it short. Keep it clear.

Case Studies: Video vs. Traditional Marketing

A major insight here: production quality does not guarantee trust. One orthopedic surgeon spent around $40,000 on a polished promotional video. It looked professional but performed poorly.

Why? It felt like advertising. Later, he switched to short, simple videos explaining injuries. Those videos got shared. Patients referenced them. New bookings followed. A dermatologist who disliked being on camera started with one short video per week. She stayed consistent. Her patients responded positively.

Her visits improved because patients arrived informed. Conversations became easier. Authenticity performed better than polish.

Why Video Works: Presence, Familiarity, and Psychology

Video creates three things:

Presence

Patients experience how you think and speak.

Familiarity

Repeated exposure builds comfort before the first visit.

Clarity

Teaching forces simple explanations, which builds authority.

There is also familiarity bias. People prefer what feels known. When patients meet you after watching your videos, they feel familiar with you. That reduces hesitation.

Overcoming Fear and Perfectionism

Start small.

Pick topics patients already ask:

• fatigue
• chest pain
• cholesterol
• common symptoms

Keep each video focused on one idea. Around two minutes works well. Do not aim for perfect delivery. Aim for clarity. One video per week is enough. Over time, that becomes consistent trust-building.

Practical Guidance

Video is not about visibility. It is about clarity. Doctors who explain things well build stronger practices over time. Start with simple explanations. Stay consistent. Improve as you go. If you want growth in your practice, communication is part of it. One clear video can change how patients see you before they ever meet you.

The post How to Start a Telehealth Practice first appeared on The Medical Strategist.

View Details

In this episode, Dr. Barbara Hales discusses:

• How physician burnout is a systems problem, not a personal weakness.
• How AI scribes reduce documentation friction, giving doctors more mental space and presence with patients.
• How small changes telehealth, better communication, and workflow redesign can reclaim control and improve care.
• How redesigning your practice allows for hybrid concierge models, fewer patients, and better patient relationships.

Key Takeaways:

“Less friction is more presence. More presence is better care. Better care is better practice.” Dr. Barbara Hales

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business Website: TheMedicalStrategist.com
Email: info@TheMedicalStrategist.com

YouTube:@barbarahales

LinkedIn: https://www.LinkedIn.com/in/barbarahales

Books:

• Content Copy Made Easy
• 14 Tactics to Triple Sales
• Power to the Patient: The Medical Strategist

TRANSCRIPT (235)

Introduction: Redefining Physician Burnout

Dr. Barbara Hales 0:02

Welcome to another episode of marketing tips for doctors. Today we discuss the Freedom Stack for physicians. Burnout isn’t because you’re weak. It’s a systems problem 21st-century medicine trapped in outdated workflows. AI and process redesign can restore presence, reduce cognitive load, and improve patient care.

AI Scribes: Reducing Documentation Friction

Dr. Barbara Hales 6:34

AI scribes listen, structure, and summarize patient encounters into notes. They don’t replace judgment they reduce friction, giving you mental space and emotional presence. Physicians using AI scribes report better focus, more family time, and improved decision-making.

Telehealth and Communication: Optionality and Control

Dr. Barbara Hales 11:36

Telehealth expands reach and flexibility. Efficient messaging reduces phone tag and builds trust with patients. These tools give doctors control over their time and improve patient experience.

Attracting the Right Patients Through Trust

Dr. Barbara Hales 11:36

Small marketing changes like sharing educational videos attract patients who already trust you. Trust improves conversations, care, and practice efficiency.

The Concierge Shift: Rebuilding Your Practice

Dr. Barbara Hales 11:36

Physicians who implement small changes AI scribes, telehealth, better communication often transition to hybrid concierge models: fewer patients, more time, better care. Doctors reclaim why they chose medicine without leaving the profession.

Practical Tips for Physicians

Dr. Barbara Hales 16:08

Start with one change. Download tools like AI scribes, improve communication, and leverage telehealth. Change begins with awareness and one actionable step.

The post How to Work Less, and Take Back Control of Your Practice first appeared on The Medical Strategist.

View Details

In this episode, Barbara discusses:

• Why tools like Opus Clip are popular and what they actually do
• Why using AI tools alone won’t grow your audience without a clear strategy
• How to build a simple workflow using tools like CapCut, Descript, and Submagic

Key Takeaways:

“The tool doesn’t create growth. Clarity does. Tools only amplify what’s already there.” Dr. Barbara Hales

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business Website: TheMedicalStrategist.com
Email: info@TheMedicalStrategist.com

YouTube:@barbarahales

LinkedIn: https://www.LinkedIn.com/in/barbarahales

Books:

• Content Copy Made Easy
• 14 Tactics to Triple Sales
• Power to the Patient: The Medical Strategist

TRANSCRIPT (234)

Introduction: The Opus Question

Dr. Barbara Hales 0:02

Welcome to another episode of marketing tips for doctors. I’m your host, Dr. Barbara Hales. Let me ask you something. Why is everyone suddenly talking about Opus Clip? Everywhere you look, TikTok, YouTube Shorts, Instagram, people are pumping out short videos like a content machine. And if you ask how they’re doing it, they all say the same thing. “I just use Opus.” So the real question is this: Is Opus Clip the magic solution? Or is something deeper going on? Because here’s the truth: The tool is not the strategy.

What Opus Clip Actually Does

Let’s break this down simply. Opus Clip is an AI tool that takes long-form content a podcast, an interview, a talk and does three things: It finds what it thinks are your most engaging moments. It clips them into short-form videos. It formats them for TikTok, Reels, and YouTube Shorts. That sounds powerful. And it is. Because the hardest part of content creation isn’t editing. It’s deciding what’s worth sharing. Opus removes that friction.

Where People Get It Wrong

Here’s where things go wrong. People think, “If I use Opus, I’ll grow.” That’s not true. Because Opus doesn’t understand your audience. It doesn’t understand your positioning. It doesn’t understand your message or authority. It’s making guesses based on patterns. Sometimes it works. Sometimes it gives you clips that feel flat, out of context, or forgettable. So you end up posting polished content that doesn’t connect. Why Video Works

What Smart Creators Actually Do

Smart creators don’t rely on Opus. They use it as a starting point. Here’s the real workflow: Record long-form content, let Opus generate clips, Review and refine. Enhance the best ones. Because virality isn’t found. It’s shaped. The AI suggests. You decide.

A Practical Strategy for Doctors

If I were building a medical brand today, here’s exactly what I would do. Record one strong, thoughtful long-form video. Not 20 random clips. One. Then let Opus generate 10 to 20 short clips. Then ask: Which of these actually reflects my message? Not which one is trendy. Not which one is flashy. Which one builds trust? Because in medicine, trust is everything.

The Truth About Tools and Talent

Here’s something most people miss. The people winning with Opus were already good before Opus. The tool didn’t make them better. It made them faster. If your content is unclear or generic, Opus just helps you produce more of that faster.

Building a Smarter Workflow

So yes, use Opus. But don’t stop there. The real advantage is your workflow. After Opus, I would use CapCut. This is where you improve the hook, control pacing, and create impact. The first two seconds matter most. CapCut lets you shape attention.

Improving Long-Form Content First

Next, I would use Descript. If you’re recording podcasts or long videos, this makes editing simple. You edit like a document. Remove filler. Clean your message. Then send that into Opus. Better input leads to better output.

Why Captions Matter More Than You Think

Then I would add Submagic or a similar caption tool. Because captions are not decoration. They are the content, especially on platforms with silent autoplay. Good captions highlight keywords, add rhythm, and hold attention. That’s what makes people stop scrolling.

The Simple System

Here’s the full system: Record → Descript → Opus → CapCut → Post. Or keep it simple: Record → Opus → CapCut → Post. That’s it. The people winning aren’t using better tools. They’re using better workflows.

Final Advice: Focus on What Matters

If you’re a physician trying to grow online, start here: Don’t focus on doing more. Focus on saying something worth hearing. Then let the tools amplify it.

Closing

If you need help turning long videos into short-form content or building this workflow, you can reach out. Visit the medicalstrategist.com forward slash contact. We can talk about how to build this for your practice. This has been another episode of marketing tips for doctors. I’ll speak to you next time.

The post Everyone Using Opus: Are You? first appeared on The Medical Strategist.

View Details

In this episode, Barbara discuss:

• Broken Volume-Based System: The traditional insurance-driven model pushes doctors to prioritize volume over relationships, leading to rushed visits, excessive documentation, and widespread burnout.
• Shift to New Models: Many physicians are quietly transitioning to concierge, direct primary care, and telehealth-based practices to reclaim time, autonomy, and deeper patient connections.
• Patients Want Real Attention: Patients increasingly value time, access, and being truly heard, are often willing to pay for it, and this demand is fueling a broader transition away from the old model.

Key Takeaways:

“The real risk isn’t that you leave insurance and fail. The real risk is that you stay in a model that guarantees burnout.”

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business Website: TheMedicalStrategist.com
Email: info@TheMedicalStrategist.com

YouTube:@barbarahales

LinkedIn: https://www.LinkedIn.com/in/barbarahales

Books:

• Content Copy Made Easy
• 14 Tactics to Triple Sales
• Power to the Patient: The Medical Strategist

TRANSCRIPTION (233)

Introduction & Framing the Problem

[0:00:02] Dr. Barbara Hales:
Bob, welcome to another episode of Marketing Tips for Doctors. I’m your host. Dr Barbara Hales, today, I would like to start with a question, not a clinical one, not a diagnostic one, a human one. When was the last time you felt like the kind of doctor you trained to be, not efficient, not productive, not compliant, but present?

Because something is happening in medicine right now, and it’s not loud, it’s not headline news, but it’s real. Doctors are quietly stepping away from the traditional insurance-based model, not because they don’t care, but because they care too much to keep practicing this way.

We were never trained for this version of medicine. We were trained to think, to diagnose, to connect. But somewhere along the way, medicine became a system of clicks, codes, and constraints. You’re seeing more patients spending less time, documenting more, getting paid less, and calling that normal. But here’s the truth. This is not normal. This is a system under strain, and physicians are feeling it in very personal ways.

Story: The Rushed Primary Care Doctor

I want to tell you about a physician I spoke with recently. She was a primary care doctor, brilliant, compassionate, the kind of doctor patients wait months to see. But she told me something I can’t forget. She said I had a patient cry in my office, and I kept looking at the clock, not because she didn’t care, but because she had three more patients waiting.

She said I became the kind of doctor I never wanted to be, and I didn’t even notice it. That’s not a time management issue. That’s a system issue.

The Business of Medicine & Volume-Based Care

Let’s talk about something we don’t talk about enough, the business of medicine, because here’s the uncomfortable truth: the traditional model is built on volume, not outcomes, not Relationships. Volume, more visits, shorter visits, more documentation, more approvals, and when reimbursement drops, the only lever left is to see more patients, which means less time, which means less connection, which leads to burnout. It’s not a personal failure; it’s math.

Story: The Cardiologist Who Stepped Away

A cardiologist I know made a quiet decision. He stopped taking new insurance patients, not overnight, not dramatically. Quietly, he told me, for the first time in 20 years, I had a 30-minute conversation with a patient, and I didn’t feel rushed. And then he said something even more powerful. I remembered why I went into medicine that moment, that’s what doctors are chasing now,

Alternative Models: Concierge, Direct Pay, Telehealth

concierge care, directs primary care, telehealth driven practices. These aren’t trends. They’re responses, responses to a system that no longer supports the kind of care doctors want to give to patients; they’re changing, too. They want access, they want time. They want a doctor who knows them, and increasingly, they’re willing to pay for it. Right?

There was a patient, a middle-aged man who joined a concierge practice after years in a traditional system. At his first visit, the doctor sat down, no laptop between them, just a conversation. At the end of the visit, the patient said, I forgot what it feels like to be listened to. And then he added, I didn’t realize how much I missed this. That’s not luxury care, that’s human care.

Ethical Tension: Access, Equity, Affordability

Now we have to address the elephant in the room: access, equity, and affordability, because not every patient can pay out of pocket, and that matters. But here’s the deeper question, if the current system is burning out doctors and degrading care is maintaining it really the ethical choice, or is it time to rethink how care is delivered entirely?

Fear & Perceived Risk of Leaving Insurance

Let’s talk about the fear. Because if you’re listening to this and thinking, “This sounds right, but what if I leave insurance and the patients don’t come?” That fear is real. It’s not irrational. You’re walking away from what feels like guaranteed income into something uncertain. And as physicians, we are not trained for uncertainty in business. We’re trained for certainty in diagnosis,

but here’s the reframe: Insurance is not actually guaranteed income. It only feels that way because it’s familiar. Reimbursements change, rules change, contracts change, and the control is not yours.

What you’re really choosing between Is this a system that feels stable but is slowly eroding your time, your energy and your autonomy, or a model that feels uncertain at first but gives you control alignment and the ability to build something sustainable.

Practical Path: Gradual Transition

Now, let’s be practical. You don’t have to jump overnight. Many physicians transition gradually. They reduce insurance panels one at a time, start a hybrid model, and build a small base of direct pay patients first. And something interesting happens when you create time and deliver deeper care. Patients feel it, and they stay, and they refer, because what you’re offering is not just access, it’s attention.

The real risk isn’t that you leave insurance and fail. The real risk is that you stay in a model that guarantees burnout. And I’ll be honest with you, I’ve spoken to so many physicians who feel exactly this way, not because they lack courage, but because they’ve been taught that stability lives inside a system, when in reality, stability comes from control, control over your time, control over your decisions, control over how you care for your patients.

Big Picture: A Transition, Not an Exit from Medicine

[0:09:12] Dr. Barbara Hales:
So where does this leave us, right in the middle of a shift, not a collapse, a transition? Doctors are not leaving medicine; they’re leaving a model that no longer works, and in doing so, they’re rebuilding something better, more human, more sustainable, more aligned, and maybe, just maybe, closer to the reason you chose this profession in the first place.

if this resonated with you, you’re not alone, and more importantly, you’re not stuck. If you’re a physician listening to this and thinking, there has to be a better way. Okay, there is, and it starts with understanding your options, because the future of medicine isn’t something that happens to you, it’s something that you build.

This has been another episode of marketing tips for doctors until next time

The post Why Doctors Are Walking Away first appeared on The Medical Strategist.

View Details

In this episode, Barbara discusses:

• Why video creates deeper patient trust than traditional advertising, and why trust is the real currency in medicine.
• How simple, authentic smartphone videos outperform expensive, polished productions in attracting the right patients.
• How familiarity bias makes patients feel like they already know you before the first appointment.

Key Takeaways:

“Stop chasing perfection and start showing up. Patients don’t need a cinematic ad—they need a real doctor speaking clearly and calmly on camera.” -Dr. Barbara Hales

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business Website: TheMedicalStrategist.com
Email: info@TheMedicalStrategist.com

YouTube:@barbarahales

LinkedIn: https://www.LinkedIn.com/in/barbarahales

Books:

• Content Copy Made Easy
• 14 Tactics to Triple Sales
• Power to the Patient: The Medical Strategist

TRANSCRIPT

Introduction: The Power of Video for Doctors

Dr. Barbara Hales 0:02

Welcome to another episode of marketing tips for doctors. I’m your host, Dr. Barbara Hales. Today, we are going to talk about why doctors should speak on camera. Let me start with a question: if you needed surgery tomorrow and had to choose between two surgeons, one had a beautiful website and glossy ads; the other had a simple website but dozens of short videos where you could see them explaining things calmly, intelligently, and clearly. Which doctor would you trust? Most people choose the second one, not because the ads were bad, but because video creates trust, and trust is the real currency in medicine. Today, we’re going to talk about something many physicians avoid speaking on camera, and here’s the truth: you do not need a studio, you do not need expensive equipment. You do not need to become an influencer. What you need is something far more powerful. You need to let patients see who you are, because when patients feel like they already know you, they walk into the office trusting you, and that changes everything. Today, I’ll show you why video builds trust faster than ads, why authenticity beats production quality, why doctors who speak on camera attract better patients, and how to start doing this, even if you hate being on camera, and along the way, I’ll share a few stories, because this shift is happening everywhere in medicine right now. Here’s the uncomfortable truth: Patients don’t trust the medical system the way they used to, not because physicians are less competent, but because the system feels impersonal. Patients feel like numbers. Appointments are rushed, and doctors are overworked. Everything feels transactional, so patients go online looking for answers, and when they do, they’re looking for a human being, and

The Trust Gap in Modern Medicine

Dr. Barbara Hales 3:24

They’re not looking for a brochure, not a marketing campaign, just a real person, someone who explains things clearly, someone who seems thoughtful, someone who actually cares. Video does that instantly: when a patient watches you speak for two minutes, they subconsciously evaluate things like, “Does this doctor seem calm?” Do they explain things well? Do they seem rushed? Do they seem arrogant? Do they seem compassionate, and do they make a decision, not consciously, but emotionally? I once worked with two cardiologists in the same city, both excellent physicians, both highly trained, both board-certified. Dr. A had a massive marketing budget, Billboards, radio ads, and print ads. Dr. B did something simple. He started recording two-minute educational videos, nothing fancy, just his smartphone, talking about time. Topics like what chest pain actually feels like, when to worry about palpitations, and what a stress test really means. Within a year, patients were walking into his office saying something fascinating. I feel like I already know you think about that before the first appointment even started, the relationship already had trust, and that trust started with a video on his iPhone. If your physician is listening to this and thinking, I probably should be doing this. You’re right, and here’s the simplest place to start. Record one short video answering a question patients ask every day. That’s it, not perfect, just helpful, because education builds trust faster than advertising ever will. Why video works so perfectly, so powerfully, you think video communicates things that text never can: your tone, your pacing, your expressions, your calmness. Patients don’t just hear information; they experience your presence. And presence is powerful. There’s also something else happening psychologically. When patients repeatedly watch your videos, they experience a phenomenon called familiarity bias. The Brain prefers what feels familiar, which means when patients finally meet you in person, you already feel like the safe choice, and that’s incredibly powerful in medicine. I worked with a dermatologist who absolutely hated being on camera. She told me I went to medical school, not broadcasting School, which is fair, but she agreed to try something simple, one video per week, two minutes. That’s it. The first few were awkward. She was stiff. She looked nervous. But something interesting happened. Patients loved them. Why? Because she was authentic. Six months later, her new patient visits increased significantly, but the bigger change was this. Patients arrived educated. They already understood basic concepts. The visits became more efficient, better conversations, better relationships, and she later told me something funny. I still hate being on camera, but I love what it does.

Case Studies: Video vs. Traditional Marketing

Many doctors delay video because they think it needs to look perfect, studio, lighting, professional editing, expensive equipment, but the truth is almost the opposite. Patients trust authenticity more than polish. In fact, overly produced content can feel like advertising, and patients are skeptical of advertising, but a doctor speaking calmly in their office that feels real, that feels human, and patients trust humans. An orthopedic surgeon once hired a production company. This was the $40,000 video that didn’t work. They created a beautiful promotional video, drone shots, cinematic music, and perfect lighting. It cost nearly $40,000, think of that. They spent $40,000 on these videos, and it looked amazing, but it didn’t move the needle. Why? Because it felt like marketing. Later, he started recording simple, one-minute educational clips, just explaining common injuries. ACL, tears, shoulder pain, and knee arthritis. Those videos started getting shared by patients, and suddenly, new patients were saying, I saw your video explaining knee pain. Not the $40,000 production, it was the 62nd explanation, because education builds trust. Advertising rarely does something interesting happen.

Why Video Works: Presence, Familiarity, and Psychology

When doctors start speaking publicly, they begin clarifying their thinking. Teaching forces clarity. Explaining medicine simply is a skill, and when physicians develop that skill, their authority increases. Patients see them as leaders. Colleagues see them as experts. Opportunities appear. Speaking leads to visibility. Visibility leads to authority. Authority leads to opportunity, and it often starts with something incredibly simple, a two-minute video. An internist started making short videos during COVID. He simply explained complex medical topics calmly, no drama, no politics, just clarity. People share them because they feel trustworthy. Within two years, he had a national following. He was invited to conferences, media interviews, and educational panels, and none of that was the goal. The goal was simply to help patients better understand medicine, but clarity and credibility have a way of spreading.

Overcoming Fear and Perfectionism on Camera

If you’re a physician considering this, here’s the good news. It’s much easier than you think. Start with simple topics that patients ask about every day. Examples: What causes fatigue? When should you worry about chest pain? What does high cholesterol actually mean? Keep videos short. One idea per video. Two Minutes is perfect. You don’t need perfection. You need sincerity and consistency; one video per week is enough, because over a year, that becomes 52 moments of trust.

Practical Tips for Physicians

If you are a physician who wants to build trust with patients, start speaking, not because you want to become famous, but because patients need doctors who explain things clearly. And if you’d like more ideas like this on how physicians can grow their practices, communicate better with patients, and build more sustainable careers. Be sure to subscribe to marketing tips for doctors. And if you know a colleague who’s struggling with practice growth or patient engagement, share this episode with them, because sometimes one small idea, like recording a simple video, can completely change how a practice grows. Thanks for listening till next time.

The post Videos Build Trust first appeared on The Medical Strategist.

View Details

In this episode, Barbara discusses:

• Why expensive, polished advertising often fails to build real trust with patients.
• How simple, slightly imperfect smartphone videos create “micro trust” and attract better-aligned patients.
• The four types of videos physicians can record are to clarify expectations, communicate philosophy, and set boundaries.
• A simple, no-excuses technical setup for filming short, effective videos with just your phone.

Key Takeaways:

“Patients don’t choose you because of perfect ads—they choose you because they feel they know and trust you. Simple, human smartphone videos beat expensive campaigns when it comes to attracting the right patients.” – Dr. Barbara Hales

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business Website: TheMedicalStrategist.com
Email: info@TheMedicalStrategist.com

YouTube:@barbarahales

LinkedIn: https://www.LinkedIn.com/in/barbarahales

Books:

• Content Copy Made Easy
• 14 Tactics to Triple Sales
• Power to the Patient: The Medical Strategist

TRANSCRIPTION (232)

The Power of Smartphone Videos in Medical Marketing

Dr. Barbara Hales 0:02

Bob, welcome to another episode of marketing tips for doctors. I’m my host. Dr Barbara Hales, let me say something that may surprise you, the most powerful marketing tool in your practice is already in your pocket, not your website, not your logo, not your $5,000 Facebook ad campaign, your phone, specifically, simple, human, slightly imperfect smartphone videos, and today, I’m going to explain why a 92nd iPhone video will outperform a polished, expensive ad almost Every time when it comes to attracting the right patients.

Why Expensive Ads Don’t Build Trust

Why don’t expensive ads build trust? Let’s start with something honest. Most physicians hate marketing. It feels salesy, manipulative, or beneath the dignity of medicine. So when they finally decide to do marketing, they often go big. They hire an agency, they create glossy ads, they film in a studio, they run paid traffic, and then they’re disappointed because ads create awareness but don’t build trust. Healthcare is not a shoe brand, it’s not a restaurant, it’s not impulse-driven. Patients choose physicians based on one thing, perceived trust, and trust is built through familiarity, not production quality.

Psychology Behind the Smartphone Video Strategy

Let me tell you about two physicians, Dr. A invested $15,000 in a professional commercial, beautiful lighting, scripted testimonials, and cinematic music. Dr. B recorded the 62nd iPhone video in her office, answering common patient questions, such as “Do I really need this test?” What should I expect at my first visit? Why do I run late? Sometimes, no fancy edits, no teleprompter, just honest conversation. Guess who filled their schedule faster? Dr. B, because patients felt they already knew her. Here’s what’s happening neurologically. This is the psychology of the iPhone video. When a patient sees studio lighting, polished script, and corporate branding. Their brain says advertisement. When they see natural light, a real office, and slightly imperfect delivery, their brain says human, and humans choose humans; your slight imperfection increases credibility. That’s the paradox.

What to Talk About – The Four Video Pillars

What smartphone videos do that ads can’t? They create micro trust, deposit every video answers one small fear, and they reduce perceived risk. Patients think I know how she explains things. I like how he thinks she seems calm. They filter your audience. Not everyone will resonate with you. That’s good. The right patients will want to talk about. Patients always ask, What do I even say? Here’s your framework. Here are the four video pillars. It’s. Clarification. Videos answer common misconceptions and expectations. Videos walk through what a visit is like. Philosophy. Videos explain how you think about care and boundaries. Videos set tone and expectations. Respectfully, that’s it. You don’t need viral content. You need clarity.

Technical Setup for Recording Videos

Content, a physician I worked with recorded a 92nd video explaining why she does not prescribe antibiotics for every sore throat, simple, direct, compassionate, within two months, fewer difficult visits, more aligned patients, and better online Reviews, because patients pre-selected themselves, video filters, and attract simultaneously. Here is a technical setup. Keep it simple. Let’s remove excuses. Your iPhone, a window for natural light, eye level, camera placement, quiet room, and 60 to 120 seconds max, that’s it. No ring light required, unless you want one. No studio, no perfection. Look at the lens, speak as if you are talking to one patient. When patients see you regularly, on Instagram, on YouTube, on shorts, on LinkedIn, on FaceTime, embedded in your website, you become familiar. Familiarity lowers resistance. This is called the mere exposure effect. The more we see something, the more we trust it.

Why This Works Better Than Ads

Why does this work better than ads? Ads interrupt. Videos invite. Just think about it. Ads say, book now. Videos say, here’s how I think one builds pressure, the other builds alignment, and alignment is what attracts better patients, not just more patients. Here’s the bigger point. When you create smartphone videos, you shift from technician to thought leader, service provider to authority, employee energy to owner. Energy, you stop competing on insurance networks, you start competing on clarity. And clarity always wins in the long term.

The One Action Recommended After Listening

if you take one action after today. Record 1/62 video answering a question you explained three times this week. Don’t overthink it. Don’t script it. Don’t edit it to death. Post it because patients don’t need perfect, at least in marketing, they need human, and the most powerful marketing strategy in medicine today is simple: visibility, clarity, plus consistency. Your phone is too expensive. Ads might get attention, but your voice, your thinking, your humanity, that’s what gets patients, and that’s something no marketing agency can manufacture. If you’d like, contact me, and we could see about giving you a calendar and list of videos and topics that you might be interested in doing. Go to marketingstrategist.com, forward slash contact. I’ll speak to you then.

The post Most Powerful Tool in Your Practice first appeared on The Medical Strategist.

View Details

Is Concierge Medicine Worth It? In this episode, Dr. Barbara Hales discusses:

• Why physicians are leaving traditional insurance-based practices and transitioning to concierge or membership models.
• What concierge medicine really is, including membership fees, smaller patient panels, enhanced access, and direct communication.
• How these transitions succeed or fail depends on communication, patient psychology, and practice structure.

Key Takeaways:

“Concierge medicine is not inherently greedy. Insurance-based practice is not inherently broken. Both are responses to incentives. The deeper question is, how do we design systems that honor time, sustainability, and access simultaneously?” – Dr. Barbara Hales

• Connect with Barbara Hales: Twitter: @DrBarbaraHales
  Facebook: facebook.com/theMedicalStrategist
  Business Website: TheMedicalStrategist.com
  Email: info@TheMedicalStrategist.com YouTube:@barbarahales

LinkedIn: https://www.LinkedIn.com/in/barbarahales

Books:

+ Content Copy Made Easy
+ 14 Tactics to Triple Sales
+ Power to the Patient: The Medical Strategist

TRANSCRIPTION: (231)

Dr. Barbara Hales

Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales. Today we’re talking about something that is quite reshaping healthcare.

More and more physicians are leaving traditional insurance-based practice and moving into concierge or membership models. Some people see this as innovation, others as survival, and others as abandonment. So instead of reacting emotionally, let’s slow this down.

Let’s talk about why doctors are making this shift, what concierge medicine actually is, what patients are understandably concerned about, and why some of these transitions succeed while others fail dramatically. Because this isn’t just about money; it’s about time, about access, about burnout, and about the structure of the system itself. Why are doctors leaving insurance? Let’s start with reality.

Reimbursements have steadily declined in real dollars. Administrative burden has increased. Documentation demands have exploded.

Prior authorizations consume hours. Electronic medical records were supposed to streamline care, but often add friction. I’m sure all of this isn’t new to you; it’s just frustrating.

Physicians are seeing more patients in less time, spending evenings finishing charts, and feeling squeezed between insurance companies and patient expectations. And burnout isn’t a personality flaw; it’s a structural issue. So when doctors leave insurance models, it’s often not because they suddenly become greedy.

It’s because they are trying to redesign a practice model that allows longer visits, fewer patients per day, more preventive focus, less administrative overhead, and more autonomy. In many cases, concierge medicine is less about luxury and more about sustainability. But that doesn’t mean it’s simple.

What is concierge medicine really? There’s a lot of misunderstanding here. Concierge medicine is not one single model. It may involve an annual or monthly membership fee, a smaller patient panel, enhanced access, same-day appointments, direct messaging, and longer visits.

Some practices still bill insurance for covered services, some do not. Direct primary care, for example, may not bill insurance at all. The membership fee often covers access, time, care coordination, and preventive services not reimbursed by insurance.

And here’s something important. Insurance was designed primarily for catastrophic events. Surprise! It was not designed to reimburse adequately for time, prevention, lifestyle counseling, or relationship-based care.

So in some ways, concierge models are an attempt to restore time to medicine. But whenever access changes, questions follow. And they should.

What patients are wondering before debating whether concierge medicine is good or bad, question one: if I’m paying a membership fee, will someone help me with my insurance paperwork? This is huge. Patients do not want to feel like they are paying twice and navigating billing alone. Depending on the model, some practices still bill insurance and help with claim submission.

Some provide documentation for reimbursement. Some operate entirely outside insurance. If that process isn’t explained clearly and calmly, confusion turns into resentment.

Transparency matters. Question two: What happens if I’m hospitalized? This is emotionally loaded. Many patients worry.

If I’m paying you directly, will you be there? Or will I be handed off to a hospitalist? Here’s the reality. Even many traditional physicians no longer round in hospitals due to hospitalist systems. The real question isn’t physical presence.

It’s coordination. Will my doctor communicate with the hospital team, advocate for me, follow up after discharge, and remain involved in decision-making? Concierge care does not automatically mean hospital presence. But it can mean deeper coordination.

And that distinction should be communicated clearly. Question three: If I still have to keep my insurance, is it worth it? This is probably the biggest psychological hurdle. Insurance covers hospitalizations, specialist care, and catastrophic events.

Concierge care often covers access, time, prevention, navigation, and responsiveness. For some patients, that combination is worth it. For others, it isn’t.

And ethically, we must say that out loud. This is not a universal solution. The access question.

Whenever a physician shifts to concierge care, the access question arises. If some patients can pay for more time and more immediate availability, what happens to everyone else? Some critics call this a two-tiered system. But let’s examine something honestly.

Healthcare has never been perfectly equal. We already have geographic disparities, private hospitals, executive health programs, and out-of-network specialists. Concierge medicine doesn’t create inequality from nothing.

It may simply make visible the reality that time in medicine is scarce. The deeper question isn’t whether concierge medicine is ethical. The deeper question is, why does the current system make sustainable practice so difficult that physicians feel pushed toward these models? That’s a systemic question, not an individual moral failing. Why some concierge transitions fail.

Now, let’s talk about something important. Even when the model is sound, some transitions still bomb. Not because the idea is flawed, but because execution ignores communication and patient psychology.

If the website says exclusive, premium, or limited access, but doesn’t clearly answer, how does this improve my health outcomes? It feels elitist. The copy must translate time into benefit. More time means better chronic disease management, fewer rushed decisions, more preventive planning, deeper relationship.

If you don’t explain that, patients assume it’s a money grab. Think of the salesy free consultations. Offering a free consultation is smart.

But if it feels rushed, defensive, or vague about pricing, trust erodes instantly. Healthcare is not retail. Patients do not want to be closed.

They want clarity. If you charge a membership fee, but still require phone calls during limited hours, delayed responses, and paper forms, you break your own promise. Convenience is part of the value proposition.

Online scheduling, clear portals, rapid communication, these are not luxuries in this model. They are baseline expectations. Long-time patients may feel abandoned, priced out, and hurt.

If you announce abruptly, without compassion or transition planning, reputational damage follows. How you communicate the change matters as much as the change itself. Copying another doctor’s pricing without analyzing local demographics, services included, and market positioning can backfire.

Underpricing signals low value. Overpricing without differentiation limits adoption. Pricing must align with experience.

If you keep the same volume, the same rushed style, and the same reactive pattern, patients will think, ‘Why am I paying extra?’ The experience must feel meaningfully different. Blaming the old system publicly. If your messaging implies, now I can finally practice real medicine, you subtly insult previous patients.

Tone matters. Gratitude matters. Forward-focused messaging matters.

Concierge is relationship-based. If you don’t proactively check in, reinforce value, and communicate benefits consistently, attrition increases. This is a membership model, not a one-time transaction.

Concierge medicine is not inherently greedy. Insurance-based practice is not inherently broken because doctors are weak. Both are responses to incentives.

If we want to solve access issues, we must examine systemic design. In the meantime, physicians are making practical decisions inside imperfect structures, and patients deserve transparency when those decisions affect them. The real question isn’t whether concierge medicine is right or wrong. The real question is, how do we design systems that honor time, sustainability, and access simultaneously? Because time is the most valuable currency in medicine, and how we allocate it reveals what we value.

I would love to have your opinion. Whether you are a patient, a doctor, or another health professional, you must already have an opinion on concierge medical practice versus the more traditional models. So what I would like today is your opinion. Tell me, what do you think of concierge medicine? If you are a professional, are you considering transitioning your practice to a concierge model? Or if you are a patient, are you going to stay with healthcare providers in the more traditional models? Or are you going to switch to concierge medicine? Tell us where you are located and where you are feeling lies, on which side of the fence, concierge or more traditional models.

What is your thinking? And where does your allegiance lie? Please comment and let us know. Let me start with a question. If you could design medicine from scratch today, knowing everything we know about burnout, access problems, reimbursement pressure, and administrative overload, would you build the system we currently have? Most physicians I speak with don’t hesitate.

They say no. And increasingly, some of them are saying something else. They’re saying, I’m done trying to fix this from inside the machine.

I’m going concierge. So today, we’re asking a question that’s emotional, financial, ethical, and strategic. Is concierge medicine worth it? Is it better care? Or is it hype? And if you’re a physician or you lead physicians, this isn’t theoretical.

This question is reshaping the workforce in real time. Let’s talk about it. Why is this question surging?

Concierge medicine is not new, but interest in it is accelerating. Why? Because pressure is accelerating. Primary care panels are swollen.

Specialists are overbooked. Documentation consumes evenings. Autonomy feels thinner every year.

Concierge medicine enters that environment like oxygen. Smaller panels, predictable revenue, longer visits, direct physician access, and fewer middle layers. It sounds like medicine used to feel.

And that nostalgia is powerful. But nostalgia is not analysis. So let’s analyze.

First, clarity. Concierge medicine typically involves a retainer fee. Patients pay an annual or monthly membership fee.

In return, they receive enhanced access, longer visits, same-day appointments, direct communication, and often a dramatically reduced patient panel. Some concierge practices still fill insurance. Others operate more like direct primary care.

There are hybrid models as well. And there are specialty adaptations. The term itself is broad.

And that’s important, because when people debate concierge medicine, they are often debating different models. So when we ask, is it worth it? We have to ask, worth it for whom? The physician, the patient, the system, society? These are not the same question. Let’s begin with physicians.

Why do they move to a concierge? Time, control, sustainability. In traditional models, physicians are often responsible for thousands of patients. In concierge models, that number may drop to 300, 500, or even fewer.

Imagine the difference. Longer visits, proactive outreach, real preventive focus, fewer rushed decisions, less inbox chaos. For many physicians, this feels like reclaiming the craft.

And burnout data consistently shows that a lack of control and a lack of time are core drivers of exhaustion. From a physician’s well-being perspective, concierge medicine often improves quality of life. That’s real.

But here’s the harder question. Does physician relief justify reduced access for others? We can’t skip that. For patients who can afford it, concierge medicine can feel transformative.

Same-day appointments, unhurried conversations, coordinated care, and direct texting with their physician. It feels attentive, personal, high-touch. But the model inherently limits volume.

If one physician reduces a panel from 2,000 to 400, 1,600 patients must go somewhere else. And in many markets, there is no easy way out for them. So, concierge medicine improves access for a smaller group.

And that tension sits at the heart of the debate. Medicine has always wrestled with equity. But concierge medicine makes the question visible.

Is it ethical to create a tiered access model? Some argue it already exists. Private rooms, executive health programs, out-of-network specialists. Others argue that concierge accelerates fragmentation.

The truth? Both arguments contain merit. And leaders must resist simplistic answers because the ethical tension is real. Let’s talk economics.

Concierge models stabilize revenue. They reduce dependency on reimbursement swings. They often reduce the overhead associated with billing complexity.

That stability can allow reinvestment in care. But widespread conversion to concierge models would not scale across the entire healthcare system. There are not enough positions for everyone to have a 400-patient panel.

So concierge medicine functions well as a niche model. The question is scale. Is concierge medicine better care? In many cases, it is better access, better continuity, and deeper relationship depth.

But better care also depends on clinical quality, standards, and accountability. A small panel does not automatically equal excellence. Culture still matters.

Standards still matter. Leadership still matters. So is concierge medicine worth it? For many physicians, yes, it can restore sustainability.

For many patients, yes, it can restore access and connection. For the healthcare system as a whole, it is neither villain nor savior. It is a signal.

A signal that physicians are seeking autonomy. A signal that patients are seeking access. A signal that the traditional model is strained.

Concierge medicine is not the cure. It is a response. And the deeper question remains, why are so many physicians looking for the exit? If we answer that honestly, we may not need as many exits.

Better care or hype? The answer depends on what we fix next. Thank you for being part of this conversation. And thank you for caring about the future of medicine.

We’d like to hear from you. We’d like a comment on the type of medical model you’d like to practice and the type of medical care as a patient you’d really like to receive. Well, it’s up to us as a whole to decide the direction medicine will take.

But I would really like your opinion. So please let us know and weigh in. That’s it for this episode.

Thank you for being with us today. Till next time, I would love to have your opinion. Whether you are a patient listening or a doctor or other health professional, you must already have an opinion on concierge medical practice versus the more traditional models.

So what I would like today is your opinion. Tell me, what do you think of concierge medicine? If you are a professional, are you considering transitioning your practice to a concierge model? Or if you are a patient, are you going to stay with healthcare providers in the more traditional models? Or are you going to switch to concierge medicine? Tell us where you are located and where you are feeling lies, on which side of the fence. Concierge or more traditional models, what is your thinking? And where does your allegiance lie? Please comment and let us know.

The post Is Concierge Medicine Worth It? first appeared on The Medical Strategist.

View Details

In this episode, Barbara discusses:

• Dr. Barbara Hales explains that physicians turned to AI not out of curiosity, but because they were exhausted by administrative overload and broken systems.
• She argues that burnout is a design and system problem, not a personal failure of resilience, and that no wellness tool can fix fundamentally broken workflows.
• She frames AI as a leadership issue, emphasizing that decisions about governance, accountability, and implementation belong to leaders, not just IT.
• She describes AI’s proper role as taking on clerical and repetitive tasks so physicians can focus on human judgment, empathy, and moral responsibility in patient care.
• She concludes by inviting physicians to assess their burnout using a burnout assessment, encouraging them to adjust their schedules, office workflows, and thinking.

Key Takeaways:

“AI will not save medicine if it simply speeds up broken systems, but it can help if leaders are willing to redesign the work.”

• Connect with Barbara Hales: Twitter: @DrBarbaraHales
  Facebook: facebook.com/theMedicalStrategist
  Business Website: TheMedicalStrategist.com
  Email: info@TheMedicalStrategist.com

YouTube:@barbarahales

LinkedIn: https://www.LinkedIn.com/in/barbarahales

Books:

+ Content Copy Made Easy
+ 14 Tactics to Triple Sales
+ Power to the Patient: The Medical Strategist

TRANSCRIPTION (230)

I’m your host, Dr Barbara Hales, and I’ll see you in the next episode till next time.

Chapter 1: Why AI Showed Up in a Broken System

[0:00:02] Dr. Barbara Hales:

Bob, welcome to another episode of marketing tips for doctors. I’m your host, Dr Barbara Hales, and today we are talking about AI and the future of medicine, leading with innovation without losing our humanity. Let me start with a confession. I didn’t come to medicine because I love paperwork. I came because I love people. I love listening. I love problem-solving. I love that moment when a patient feels seen. And yet, somewhere along the way, medicine became less about patients and more about portals, more clicks, more boxes, more metrics, less meaning. So, when artificial intelligence exploded into healthcare, it wasn’t because physicians were curious. It was because we were exhausted tonight or this morning, whenever you’re listening, I want to talk honestly about AI, not the hype, not the fear, but the responsibility, because AI is not a technology issue, it’s a leadership issue. And if you’re a physician or someone who leads physicians, this conversation matters.

Chapter 2: Burnout as a Design and System Problem

[0:00:02] Dr. Barbara Hales:

Ai didn’t arrive because medicine was ready. It arrived because medicine was strained. Over the last decade, we’ve layered complexity on top of complexity. Electronic Health Records promised efficiency. Instead, they often delivered a burden. Inboxes exploded, documentation doubled, cognitive load skyrocketed. Physicians didn’t suddenly become bad at resilience. The system became unsustainable, so physicians started searching late at night between patients on weekends. How do I chart faster? How do I manage my inbox? How do I stop feeling like a clerk? AI entered medicine, not as innovation, but as relief.

Chapter 3: What Physicians Are Really Searching For

[0:00:02] Dr. Barbara Hales:

What physicians are really searching for? Let’s get clear, physicians are not searching for disruption. They are searching for time. They are searching for sanity. They are searching for a way to practice medicine without sacrificing their evenings or their empathy, ambient documentation, smarter inbox, triage, prior authorization, assistance, workflow, and automation. These searches aren’t about technology. They’re about dignity, and leaders who miss that point, we will all miss the moment.

Chapter 4: The Real Role and Limits of AI

[0:00:02] Dr. Barbara Hales:

Burnout is a design problem. Burnout is not a personal failure; it’s a system failure. No meditation app fixes broken workflows; no wellness seminar cures moral injury. Physicians are burning out because they care, because they notice the gap between the medicine they were trained to practice and the medicine they’re allowed to practice. AI will not save medicine if it simply speeds up broken systems, but it can help if leaders are willing to redesign the work. AI is very good at repetition, very good at summarizing, very good at pattern recognition. AI is not good at nuance, not good at ethics, not good at human judgment. The danger isn’t replacement. The danger is reduction, reducing medicine to efficiency metrics, instead of meaning medicine runs on trust, trust between patient and physician, trust between clinicians and leadership.

Chapter 5: AI as a Leadership Contract

[0:00:02] Dr. Barbara Hales:

Ai introduces a new contract, who governs it, who audits it, and who is accountable when it fails. These are not the questions. These are leadership questions. I’ve seen systems succeed with AI, and I’ve seen them fail. The difference is never the software. It’s the strategy, its physician involvement, it’s transparency, same technology, different outcomes.

Chapter 6: The More-Human Future Physician & Call to Action

[0:00:02] Dr. Barbara Hales:

The future. A physician is no less human. They are more human, more listener, more interpreter, more advocate. AI should carry clerical weight, so physicians can carry moral weight. If you’re a physician, pay attention to how AI enters your work. If you’re a leader, remember this technology doesn’t fix culture; leadership does. AI can either become the final straw or the turning point; that choice belongs to us. Thank you for listening, and thank you for caring about the future of medicine. Now, the thing is this: until the system changes, more and more physicians will be suffering from burnout. Contact me at TheMedicalStrategist.com, forward slash contact, and ask for the burnout assessment. By taking it, you can see how well you are coping versus how well you’re on the verge of being in critical burnout. It’s just a few questions, and I think that it’s important for you to know so that you can adjust your schedule, adjust how things are done in your office, and adjust your thinking. Remember the medical strategist.com, forward slash contact, and ask for the burnout assessment. We’ll speak again then. Thank you. Applause.

The post AI, Burnout, and Medical Leadership first appeared on The Medical Strategist.

View Details

In this episode, Barbara discusses:

• Dr. Hales explains how nostalgia functions as a coping mechanism during times of digital burnout and rapid technological change.
• She discusses why 2016 stands out as the last era of low-stakes digital life, before the rise of the current attention economy.
• A pediatric practice successfully utilized nostalgic storytelling in marketing by sharing a photo of their old waiting room, resulting in increased engagement and appointments.
• Nostalgia often emerges as a signal of emotional exhaustion, leading people to crave feelings of safety, meaning, and a manageable pace.
• Effective marketing in 2026 should rely on familiarity and emotional resonance rather than focusing solely on innovation.

Key Takeaways:

“If you find yourself longing for the past, you’re not broken. You’re responding intelligently to an overwhelming world.”

• Connect with Barbara Hales: Twitter: @DrBarbaraHales
  Facebook: facebook.com/theMedicalStrategist
  Business Website: TheMedicalStrategist.com
  Email: info@TheMedicalStrategist.com

YouTube:@barbarahales

LinkedIn: https://www.LinkedIn.com/in/barbarahales

Books:

+ Content Copy Made Easy
+ 14 Tactics to Triple Sales
+ Power to the Patient: The Medical Strategist

TRANSCRIPTION (229)

Nostalgia and Digital Burnout

[0:00:02] Dr. Barbara Hales:

Welcome to another episode of marketing tips for doctors. I’m your host. Dr Barbara Hales, lately, there’s a phrase popping up everywhere online. 2026 is the new 2016. Imagine, at first glance, it sounds like a meme, a throwaway line about fashion, music, or social media trends, but when you look closer, this isn’t really about throwback playlists or old Instagram filters. It’s about how life felt, and today we’re going to talk about nostalgia psychology, why it’s showing up so strongly during a time of digital burnout, and what this craving for the past tells us about mental health, emotional fatigue, and how we communicate, especially in marketing and health care. Nostalgia is not sentimental. It’s survival. Nostalgia isn’t weakness. It’s a coping mechanism during periods of uncertainty, rapid change, and overload; the brain looks backward for safety. That’s not romantic. It’s biological. And think of what’s going on now with the AI trends and craze, things are escalating like never before. Right now, we’re living through constant acceleration, AI disruption, algorithmic attention, endless comparison, always on expectations. So when people say they miss 2016, what they’re really saying is I miss feeling less overwhelmed. That’s emotional fatigue, speaking, and it matters.

The Unique Nature of 2016

[0:01:20] Dr. Barbara Hales:

Why 2016 and not another era? Here’s what makes 2016 unique. It was the last era of low-stakes, digital life. Social media existed, but it hadn’t fully transformed into today’s attention economy. Instagram wasn’t a storefront. We weren’t personal brands. Metrics didn’t define self-worth. You could be present without performing that loss of psychological ease is what people are grieving, even if they don’t realize it.

A Healthcare Nostalgia Marketing Story

[0:02:03] Dr. Barbara Hales:

Let’s hear about the practice that stopped selling and started remembering. I want to share a story that perfectly illustrates why nostalgia and storytelling in marketing work so powerfully, especially in healthcare, a pediatric practice I know was struggling to grow. They had modern branding, clean ads, optimized messaging, all the things marketing experts recommend, but nothing was landing. So instead of launching another campaign, they posted a single photo. It was an old picture of their waiting room from years earlier, mismatched chairs, a fish tank, and a hand-painted mural done by a nurse who no longer works there. I’m sure you can picture it, and maybe you’ve been to offices that looked like that, too, in the past. The caption read, this was our waiting room when we first opened. Some of your kids sat here. Some of you did. Parents flooded the comments. They shared memories, stories, gratitude, and appointments filled. Referrals increased, not because the practice sold harder, but because it reminded people how it felt to be cared for. That’s what nostalgia does. It reconnects with a physician.

Nostalgia as Patient Coping

[0:03:14] Dr. Barbara Hales:

In perspective, nostalgia often shows up when the nervous system is overloaded. Patients don’t always say I’m burnt out. They say I’m exhausted. I feel numb. I miss when life felt lighter. That’s not regression. That’s the body asking for relief. Nostalgia is a signal, not a solution, but it points us toward what’s missing: safety, meaning, and manageable pace.

A Consumer Marketing Example

[0:03:42] Dr. Barbara Hales:

Let’s now hear about the brand that sold a feeling, not a product. Excuse me. Let me give you this example, this time from consumer marketing, a brand attempted to relaunch a discontinued product from the mid 2010s same formula, same packaging. Sales were disappointing, so they changed strategy. Their next campaign wasn’t about the product; it showed quiet moments, friends on a couch, phones face down, music playing softly, no influencers, no urgency. The voiceover said, before everything became content, some moments were just ours. That campaign soared not because people desperately wanted the product, but because they wanted the emotional state associated with it. That’s the power of nostalgia-driven storytelling. It restores humanity.

Marketing Takeaways for 2026

[0:04:38] Dr. Barbara Hales:

What does this mean for 2026 and beyond? Here’s the takeaway. People don’t want to go backward. They want to feel grounded. The most effective marketing in 2026 doesn’t shout innovation, it whispers familiarity. If you find yourself longing for the past, you’re not broken. You’re responding intelligently to an overwhelming world. The real question isn’t how to recreate 2016, it’s how to build a future that feels more human than optimized, and that’s a conversation worth continuing.

Call to Action

[0:05:10] Dr. Barbara Hales:

Please contact me at Medical Strategist.com, forward slash contact, and we can set up a free consultation to discuss what you are doing with your marketing, what your needs are, and how we could tweak it for you to be just that much more successful. Speak to you then.

The post Why 2016 Still Haunts Us first appeared on The Medical Strategist.

View Details

In this episode, Barbara discusses:

• Short-form videos help doctors build trust with patients before they meet.
• Be authentic, and educational credibility comes from clarity, not perfection.
• Repurpose your content and focus on presence, not popularity.

Key Takeaways:

“I finally realized the video wasn’t about me. It was about reaching someone before it was too late. Short Form. Video isn’t about popularity. It’s about access.”

• Connect with Barbara Hales: Twitter: @DrBarbaraHales
  Facebook: facebook.com/theMedicalStrategist
  Business Website: TheMedicalStrategist.com
  Email: info@TheMedicalStrategist.com

YouTube:@barbarahales

LinkedIn: https://www.LinkedIn.com/in/barbarahales

Books:

+ Content Copy Made Easy
+ 14 Tactics to Triple Sales
+ Power to the Patient: The Medical Strategist

• TRANSCRIPTION (228)

Overcoming Resistance to Short Form Videos

[0:00:34] Dr. Barbara Hales:

Hello, and welcome to marketing tips for doctors. I’m your host. Dr Barbara Hales and I are talking about something that makes many physicians uncomfortable, skeptical, or even resistant to short-form videos. If the words TikTok reels or YouTube shorts make you cringe a little. You are not alone. Many doctors worry that short-form video feels unprofessional, gimmicky, or beneath the seriousness of medicine, and I completely understand that reaction. But here’s the reality: your patients are already there. They’re scrolling, they’re learning, they’re forming opinions long before they ever walk into an exam room, your exam room. Today’s episode is about why short-form video is no longer optional for doctors, how to use it ethically and professionally, and how to show up without feeling like you are performing or selling your soul

The Rise of Short-Form Video

[0:01:37] Dr. Barbara Hales:

First, let’s look at why short-form video took over. Let’s start with the obvious question: why video, and why now? Attention has shifted. Patients no longer search only by typing symptoms into Google. They search by watching; they want to see who you are, how you speak, and whether you feel human, warm, and trustworthy. Short-form video works because it mirrors how the brain processes information. It’s visual, emotional, and fast in under 60 seconds, so someone can decide whether you feel relatable or forgettable. This isn’t about entertainment. It’s about visibility and trust.

Case Study of a Primary Care Doctor

[0:02:23] Dr. Barbara Hales:

Let me tell you about a physician I worked with, a primary care doctor who was deeply uncomfortable with marketing. She felt that being online somehow cheapened her work. One day, she recorded a simple 32nd video explaining why patients should not ignore persistent fatigue, no filters, no fancy editing, just her in her office speaking calmly and clearly. A few weeks later, a new patient came in and said, I saw your video. I felt like you were talking directly to me. That’s why I’m here. That patient turned out to have a serious underlying condition that might have gone undiagnosed for much longer. That’s when the doctor said something powerful. I finally realized the video wasn’t about me. It was about reaching someone before it was too late. Short-Form. Video isn’t about popularity. It’s about access.

Effective Content for Short Form Videos

[0:03:27] Dr. Barbara Hales:

Let’s talk about what actually works, because no, you do not need to dance. What performs best is education, myth-busting, behind-the-scenes reassurance, and humanity. Patients want clarity. They want calm, authority. They want someone who can explain complex topics without talking down to them. The best videos answer questions like, Is this symptom normal? When should I worry? Why does this treatment matter? You are already doing this all day in your exam room. Video simply scales that conversation, the biggest mistake doctors may. Fake is trying to sound perfect instead of present. Short-form video rewards authenticity, not scripts that sound like journal abstracts.

Addressing Concerns About Credibility

[0:04:29] Dr. Barbara Hales:

Let’s address the fear head-on. Will this hurt my credibility? It won’t, if you do it right. Credibility is damaged when doctors Chase trends without context, speak outside their scope, overpromise outcomes, and mimic influencers instead of educators. Credibility is built when you stay in your lane, speak clearly and compassionately, use plain language, and show consistency over time. Short-form video doesn’t replace long-form expertise. It invites people into it. Here’s the good news: You do not need to create more content. You need to repurpose smarter. One idea can become a podcast episode, a YouTube video, multiple short clips, a blog post, and social captions. Short-form video is not extra work. It’s a better distribution of work you’re already doing.

Encouragement and Final Thoughts

[0:05:54] Dr. Barbara Hales:

Another physician told me she almost quit posting videos after a negative comment made her doubt herself. Then she received a private message from a patient who said, “Your videos helped me finally make an appointment.” I was scared, but you made it feel safe. That message changed everything. She realized that for every loud critic, there are quiet viewers who are grateful, and watching short-form video is not about becoming famous. It’s about being found. You don’t need perfection. You need presence. Start with one video, one question, one patient you wish you could have helped sooner, and if this episode helped shift your perspective, stay tuned, because in our next episode, we’ll talk about, hey, how AI is changing patient communication and how to use it without losing trust. Thank you for listening to marketing tips for doctors. I’m your host, Dr Barbara Hales, and I’ll see you in the next episode. Till next time.

The post Patients Judge You Before Meeting You first appeared on The Medical Strategist.

View Details

In this episode, Barbara and Thomas discuss:

• The conversation covers expertise in ethical persuasion and neuromarketing to help business owners become unforgettable in 11 seconds.
• It is explained how human decisions are driven by primal brain responses and the critical role of emotions in choosing.
• The “you language” strategy is discussed, focusing communication on the audience’s needs rather than self-promotion.
• The importance of silent listening is highlighted, emphasizing truly hearing others instead of planning responses.
• Methods for accessing specialized training and books are shared, encouraging the application of these techniques to boost professional visibility and effectiveness.

Key Takeaways:

“To make a decision and rationalize that decision takes 11 seconds… deciding to listen to me and keep me in your mind, that will take 11 seconds.”

Connect with Dr. Thomas Trautmann:

• Facebook: https://web.facebook.com/thomastrautmannneuro/?_rdc=1&_rdr#
• LinkedIn: https://www.linkedin.com/in/thomastrautmann/
• Book Sale’s website: https://home.happy-brains.com/products-list
• Show website: https://home.happy-brains.com/
• Connect with Barbara Hales: Twitter: @DrBarbaraHales
  Facebook: facebook.com/theMedicalStrategist
  Business Website: TheMedicalStrategist.com
  Email: info@TheMedicalStrategist.com

YouTube:@barbarahales

LinkedIn: https://www.LinkedIn.com/in/barbarahales

Books:

+ Content Copy Made Easy
+ 14 Tactics to Triple Sales
+ Power to the Patient: The Medical Strategist

TRANSCRIPTION (227)

Chapter 1: Introduction & Guest Background

[0:00:02] Dr. Barbara Hales: Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales, and today we have with us a host of happy brains, also known as Thomas Trautmann. Welcome to the show.

[0:00:20] Dr. Thomas Trautmann: Yeah. Super happy to be here. Thanks for having me.

[0:00:24] Dr. Barbara Hales: Thomas is a really interesting guy. He is a dynamic entrepreneur, coach, author, and speaker, passionately dedicated to making business owners unforgettable in 11 seconds. Get that as the founder of Happy Brains, Thomas utilizes the science of ethical persuasion to transform lives and businesses, fostering communities that thrive on mutual growth and success. Before I get further into it, I just want to say he is one of the first people to have flown around the world, including jumping into the North Pole in a special suit. So, this is an extraordinary guy with a PhD in artificial intelligence and an engineering degree in computer science, which is perfect for now. Thomas’s career path led him to influential roles at companies such as IBM, HP, AOL, Bosch, and Steelcase. His entrepreneurial spirit eventually guided him to start his own business, where he learned invaluable lessons from both triumphs and challenges.

As a former certified neuro marketing instructor, Thomas leverages cutting-edge brain and decision-making science to enhance his clients’ marketing, sales, and business strategies, recognizing the need for a more human touch. In neuromarketing, Thomas developed the ethical persuader system and authored Make Me Great. Central to Dr Trautmann’s mission is the Make Me Great concept, which focuses on helping business owners stand out in 11 seconds. Keep that in mind. That is a great tagline. He guides CEOs, executives, and business owners to evolve from stressed chihuahuas into happy, successful Kangals, fostering trust, success, and fun in their lives. For all of you out there that say at this point, what the heck is a Kangal I will tell you, it is a dog that is similar in appearance to an Anatolian Shepherd, which is quite large, but he is very sweet, very protective, very astute, smart, very protective of the people around him, so now you know what a candle is. Also, a 10x performance coach with Grant Cardone Thomas combines brain science and ethical persuasion with Cardone’s expertise in money marketing and sales, helping clients achieve exponential growth. Today, Thomas delivers workshops, training, coaching, and seminars worldwide as a conference speaker. He empowers people to become ethical Persuaders and fulfilled business owners living life to the fullest. Wow, wow, wow. Welcome to the show. I’m so happy to see you today.
[0:04:17] Dr. Thomas Trautmann: Thank you. I don’t know what I can add to all that that’s good, thanks.

Chapter 2: The 11 Second Concept

[0:04:23] Dr. Barbara Hales: So, tell me, how did you get the idea of people being noticeable in 11 seconds?

[0:04:34] Dr. Thomas Trautmann: Well, the idea is that most people try to persuade other people. I mean, you are persuading all the time, right from yourself to wake up, to get out of bed, to your spouse, for example, and then to your clients to come to see you, or even just to listen to you. So, most people do it rationally. You know, we’ve, we’ve, we. Facts were about the. Cells, their brand, their services, their products, whatever, and it has been scientifically proven. Then, in fact, the human brain doesn’t make any rational decision. We rationalize a decision afterwards. It has been made by a part of the brain called the primal brain. And to make a decision and rationalize that decision takes 11 seconds when you make 30,000 decisions per day, approximately, so many, many, many, on automatic, without knowing them, but deciding to listen to me and keep me in your mind, that will take 11 seconds. So that’s how I help people.

I help business owners. I’m a business owner myself, and we all struggle a lot. You know, in my very first business, I remember sitting at my best desk, looking at the bank account and seeing that, well, no more clients were coming in, and no more money was coming in. So, it was either I got the job, or I found something else. So, I didn’t find it over. Find it over overnight, of course, but I paid attention to neuro marketing. It was the first time there was a documentary about it, quite some time back, and that’s how it started. We implemented some of the techniques and saw a 400% increase in our business. And it was a motorcycle tour business at that time. And we even had BMW friends approach us to organize the motorcycle tools for their clients. So that’s how it started, and then I decided to become a neuromarketing instructor. And yeah, that’s how I connected brain AI from the past, from my studies to real life. And yeah, during a conversation with my wife, it became clear that neuro marketing lacks humanity. You learn a lot when you do. Don’t get me wrong, neuro marketing works perfectly. It gives two-digit growth easily. It targets the human brain. So, you could say it’s human, yes, but the people attending the workshops were learning things to implement for their companies, not for themselves. So that’s why I say, okay, something’s missing here. So, I’m going to create something which is called the ethical persuader, which is about you learn first, how you get from people the decisions you want, why you help them make the decision they need, which is ethical, by the way, and then you can implement it in your everyday life, in your business, wherever. So that’s how the whole thing started.

Chapter 3: Happy Brains and The Power of a Smile

[0:07:26] Dr. Barbara Hales: And how are you associated with happy brains?

[0:07:31] Dr. Thomas Trautmann: But happy brains, that’s my brand. So, what’s driving me? My, why is that? I want people to smile, you know, to be happy. Because when you smile, a good, natural smile, you know, with a little Duchenne wrinkle here and so on, your brain gets a shot off, end of it. So, it’s a free drug, you get happy. And the more drugs you get, the more you smile. And even when I smile, I can make you smile, and even if you don’t physically smile, there is a theory of mirror neurons: when I smile, the smile neurons in your brain are triggered, so you also get a shot of endorphin. So, if I smile, you smile, and we make other people smile. It may become a better world for our children. So that’s how Happy Brains was born.

Chapter 4: Ethical Persuasion Beyond Marketing

[0:08:16] Dr. Barbara Hales: Your marketing system is what your workshops and your training are about, correct or not.

[0:08:24] Dr. Thomas Trautmann: it’s more than it’s more than marketing; ethical persuasion can be used everywhere, from leadership to marketing to sales, even to your personal life.

[0:08:33] Dr. Barbara Hales: And I would agree with you that a person who is unhappy in their personal life is not really going to be very persuasive about anything else that they have to provide. So that would be your first step, getting people to be happy.

[0:08:54] Dr. Thomas Trautmann: That’s what I try to do in my trainings and in my workshops, is to see the first smile when suddenly the light bulb goes on and say, Wow, yeah, now I understand my stupid decisions, because, yes, the primal brain is not smart. You know the I could say, the USP, the unique selling proposition of the primal brain is, it’s better to be stupid and alive than smart and dead. So those decisions, I mean, the primal brain is a very old thing. Our whole brain stopped evolving 50,000 to 100,000 years ago, so we are still running, especially that brain, the decision maker, processes that come from the cave age. We have changed the world around us because we are Homo sapiens. We are conscious of being conscious and so on. We have the super big rational brain that no other species on Earth has. That’s why we think we are rational beasts, when in fact we are not. We are facing more than 200 cognitive biases that drive our decisions; we could make them rationally. Decisions. There’s just one problem. Is the rational brain 200 times, excuse me, 200 times slower than the primal brain? So, we make a primal decision, and we rationalize it afterwards.

Chapter 5: Emotions and Human Decision-Making

[0:10:16] Dr. Barbara Hales: Well, that makes a lot of sense, and I imagine a lot of decisions are also made with the heart first and then rationalized

[0:10:25] Dr. Thomas Trautmann: If you talk about the heart as emotions. Yes, it was demonstrated in 1995 by a guy named Antonio Damasio that you cannot decide without emotions. In fact, you need an emotional variation. You need to take them from one emotional state to the next emotional state to trigger the decision process. So, a lot of people get it wrong. They think that if I scare you or if I make you happy, you will make a decision. No, you’re just memorizing, but you don’t make the decision. So, you need to really create those two emotional variation states and get a variation. So that’s what we call the heart. You know,
[0:11:04] Dr. Barbara Hales: When you are training your clients to be persuasive, how, how is it that you do that, you know, do you have certain qualities or properties that you try to elicit in them?

Chapter 6: The “You Language” and Lasting Change

[0:11:24] Dr. Thomas Trautmann: Well, the first thing I do is show them how their brain works. So every training starts with a few experiments. So, I don’t hurt anyone. I don’t open the brain bucket and scoop out the slice. Nope. We do some very simple experiences, and people see that, in fact, their brain is lying to them. Our brain is lying to us. So, I mean you, for example, when you go into a freshly painted room, okay, it smells like paint after two or three minutes, what happens? It’s normal, smelling like paint, right? But the paint is still there. The paint molecules are still in the air. But your primal brain, the decision maker, cannot process too much information, so it just filters out information, the smell of the paint. There is no contrast. It filters it out. So, for example, for your audience, if they always repeat the same message. You know, there is no contrast. Or if they adjust an MD among other MDs, there is no contrast; they will be invisible, completely forgotten. If you become a doctor, who, I don’t know, makes you one, one meter taller or three feet taller. I’m the only one doing that. That’s contrast. Then I will keep you in mind. Then I will maybe take those 11 seconds to keep you in my mind.

[0:12:54] Dr. Barbara Hales: After people come to you for the initial training, do they continue onward, so that their life continues to be happy and evolve into conquering any stress and problems that arise?

[0:13:16] Dr. Thomas Trautmann: That’s where it’s become interesting, and that’s why I added coaching to everything I do, because, in fact, the human brain being the human brain, it hates change. So, during the trainings, for example, online training workshops and so on, people are super happy and excited, and 48 hours later, they are back to their old selves. So, I had business owners tell me, “Thomas, I mean, your training is great.” My people enjoy it, but 48 hours later, they still keep making the same mistakes. So we have added coaching to keep people accountable and to really use the techniques and the tools I provide them with, and that’s when you start seeing results, because it’s a 180 degree switch in the way you work, in the way you talk with people, you persuade people and so on stuff one so, for example, one simple thing that your audience can implement right now is use something I call the you language. That primal brain is a survival tool. It cares about one and only one person on Earth, and it screams at you. That’s why it stays here. Make me great. So don’t talk about you. I couldn’t care less about you. Talk about me. Make me great. So, of course, when you have a long relationship, you can talk about yourself, no problem. But at the beginning, when you want new clients, when you want something new to happen. It’s your language. Your emails and phone calls have to be in your language. Extremely complex to implement that, because you want to talk about yourself, because you have that same primal brain that cares about yourself. So that’s a tough one, but it works when you do. It. It works absolutely.

[0:15:02] Dr. Barbara Hales: That’s why, on your about page, when you’re when you’re when you could present information that instead of saying, like, I graduated here, I did this, that it is much more effective if you take that page to just say, I help this problem that you may have. I have a solution to that problem you may have. Because, you know, at the end of the day, that’s what they’re really interested in,

[0:15:34] Dr. Thomas Trautmann: Yeah, in fact, you should not even do it like that. It’s not that I have you. You have this problem, and you need this so that you feel better because you, you, you, and then watch here, there is a solution for you. I say the same thing you do, but I don’t talk about myself. It’s like, if you have maybe for, for, for your, for your, I know what’s the name in English for, for, for the for a doctor’s office, but if you have a website for that, that’s a little exercise that everyone in the audience can do is look at your website and look at how many times you are talking about yourself and how many times you talk about them. I’m pretty sure it starts with Home, About Me. You provide the services. I am a doctor. I am doing this. I have graduated I and don’t worry, 95% of people have the same problem on their website. That’s one of my favorite moments during a training. I just use one website as an example. And yeah,

[0:16:42] Dr. Barbara Hales: Well, now it’s going to go to your website to see what you mean, and I probably will too, but your suggestions instantly, you know, turn things around. And you know, it’s easy to see how more enticing, you know, writing it that way would be,

[0:17:02] Dr. Thomas Trautmann: Yeah, and you will see it’s, it’s a mindset to have. It’s, you can’t say the same thing in your language as in the I language. It’s just written the other way around, absolutely.

Chapter 7: Accessing Training & Final Advice

[0:17:17] Dr. Barbara Hales: So, regardless of where in the world a person is, presuming they either speak French or English. Can the training be completed entirely through Google Meet, Zoom, or another video platform?

[0:17:33] Dr. Thomas Trautmann: I’m starting this week with a new client. We do it fully online,

[0:17:37] Dr. Barbara Hales: And it’s once a week. For how long?

[0:17:41] Dr. Thomas Trautmann: It depends in terms of coaching. So well, you can do the online training that’s at your own rate, and then the coaching. It’s either once per week, or we start with once per week, then go biweekly. Depending on how long we go for, it can be 90 days, 180 days, or 1 year, depending on how far you want to dive into ethical persuasion and making people Great.

[0:18:04] Dr. Barbara Hales: And how would they access that training program with you? What would they go to online?

[0:18:12] Dr. Thomas Trautmann: Well, they go to my website, which is happy, Dash brains.com, and there you can select whatever you want, or even get in touch with me. Have a strategy call. It’s a free call, of course. So, we assess the problem and look at some pointers for moving forward.

[0:18:30] Dr. Barbara Hales: Your Make Me Great is a book that you’ve authored, correct?

[0:18:35] Dr. Thomas Trautmann: Yeah, it’s the name of the system,

[0:18:38] Dr. Barbara Hales: five-step systems. That is also the name of a book that.

[0:18:41] Dr. Thomas Trautmann: You wrote? Yes, the book is also called Make Me Great.

[0:18:44] Dr. Barbara Hales: and a person can access through Amazon,

[0:18:49] Dr. Thomas Trautmann: Amazon or my website.

[0:18:51] Dr. Barbara Hales: Okay, very good. So, at this point, could you give the audience two tips that they could implement right away? And, you know, making them visible in 11 seconds. And also, just elevating them as professionals,

[0:19:13] Dr. Thomas Trautmann: Yeah, well, I already gave you the first one, which is the U language. Use the U language, try it now. Well, you know, when you try to be seen out there, use your language. Focus on what drives the decision in your audience’s brains: subconscious frustration. That’s the longer talk. It’s very human. It has nothing to do with a quick example, maybe not a good example, when it comes to me because I have no hair, but you have lovely hair. So, if I sell you a shampoo, the usual rational way would be to say, with that shampoo, bah, bah, you are going to have blonde hair that is going to fly in the wind, right? But you don’t buy shampoo for that. You buy to clean your hair, but you also want to be seen. For example. For example, maybe you want people to talk to you. So, I would say next time you go to a party, they will all look at you. They will all want to talk to you because of your hair. I’m not talking about my product, my shampoo, and so on, but doing something completely different. So that’s what you have to target. What drives a decision in the brain, and how does it use your language? That’s the first one. The second one is to use a very tough one, too. It’s called Silent listening. You know, most people say you should do active listening. You listen, write down, and so on, and try to interact. I’m pushing it further. I use silent listening. That means it has to be silent up there. You may say, “Okay, Thomas, I was on vacation,” and then your brain goes, “Oh, I have to tell her about my own vacation.” Oh, that was pretty cool, because I will tell her about when the kids went swimming and so on. The sea was so blue. And I’m no longer listening to you, because, again, my brain wants to focus on me and wants to be great, but I have to listen to you. So, you have to learn to silence that thing up there. So that’s the second technique,

[0:21:05] Dr. Barbara Hales: And that’s such good advice, because so few people can do that. You know, silence is, you know, a very difficult thing to achieve, and a lot of people are very uncomfortable with silence. They feel that they have to fill it up.[0:21:20] Dr. Thomas Trautmann: Yeah, exactly. Well, in fact, it’s a very important tool.

[0:21:26] Dr. Barbara Hales: Well, I’ve really enjoyed our session today, as I’m sure our listeners have, and I encourage you all to go into the show notes so that you can reach Dr Thomas Trautmann, because he’s definitely worth pursuing. He’s a really interesting, professional and really interesting guy. Thank you. Thank you for being with us today. This has been another episode of marketing tips for doctors with your hosts, Dr Barbara Hales and Dr. Trautmann. Thank you. Thank you, and till next time.

The post Unforgettable in 11 seconds first appeared on The Medical Strategist.

View Details

In this episode, Barbara discusses:

• Dr. Hales expressed gratitude and holiday wishes to her audience, acknowledging the diverse roles they play in her community.
• She reflected on the past year’s challenges and the theme of connection through shared stories, trust, and professional growth.
• Dr. Hales offered support and encouragement for the year ahead, emphasizing the value of authenticity and personal well-being.

Key Takeaways:

“My intention moving forward is simple: to continue showing up with clarity, integrity, and heart, to create work that informs, inspires, and empowers, and to help professionals, especially doctors, feel seen, heard, and confident in their voice, because your voice matters now more than ever.”

• Connect with Barbara Hales: Twitter: @DrBarbaraHales
  Facebook: facebook.com/theMedicalStrategist
  Business Website: TheMedicalStrategist.com
  Email: info@TheMedicalStrategist.com

YouTube:@barbarahales

LinkedIn: https://www.LinkedIn.com/in/barbarahales

Books:

+ Content Copy Made Easy
+ 14 Tactics to Triple Sales
+ Power to the Patient: The Medical Strategist

TRANSCRIPTION (226)

Part 1: Welcome and Holiday Gratitude

Time (0:00 – 1:00)

Script

Welcome to another episode of marketing tips for doctors. I’m your host. Dr. Barbara Hales, I would like to say happy holidays and thank you for being part of my world. As the year ends and the holidays arrive, I want to pause for a moment, not to teach, not to market, not to analyze trends, but to say thank you, thank you for being here. Whether you’re a longtime reader, a client, I’ve worked closely with a podcast listener, a colleague, a fellow health professional, or a friend who supports this work, quietly from the sidelines, you are a part of a community that means more to me than I can easily put into words.

Part 2: Reflections on the Year and Connection

Time (1:01 – 2:30)

Script

This time of the year naturally invites reflection. We look back at what we built, what surprised us, what challenged us, and what ultimately shaped us. And when I look back on this year, one theme stands out clearly: connection. Connection through shared ideas, connection through meaningful conversations, connections through stories, questions, comments, emails, and moments of trust. Thank you for trusting my clients, thank you for trusting me with your vision, your practice, your brand, and sometimes your fears. I know that opening the doors to your business and often your heart is not easy. Watching you grow more visible, more confident, and more aligned with the work you were meant to do has been one of the greatest joys of my professional life.

Part 3: Acknowledging Healthcare Professionals

Time (2:31 – 4:00)

Script

To the doctors and health care professionals navigating an increasingly complex landscape, I see you. I see the long hours, the emotional weight, the administrative burden, and the quiet determination to keep showing up for your patients. Your resilience and adaptability inspire me more than you know. Many of the conversations I’ve had this year weren’t about marketing tactics at all. They were about clarity, sustainability, and how to practice medicine in a way that feels human again. As you look ahead, you find yourself wanting to strengthen your visibility, attract the right patients, or build a practice that feels more aligned and sustainable, know that support doesn’t have to start with a massive plan. Sometimes it begins with a thoughtful conversation about what’s working, what’s no longer serving you, and what could feel better in the next chapter. That door is always open.

Part 4: Community Interaction and Authenticity

Time (4:01 – 5:30)

Script

Thank you for showing up for my readers and listeners, week after week. Thank you for the messages that say this really resonated, or I needed to hear this today, or you put words to something I couldn’t quite explain. Those notes remind me of why I do this work. Content, to me, is not just content; it’s conversation, it’s a connection, it’s a way of reminding one another that ideas have power when they’re shared with intention and heart. Thank you for being human this year, as you have been every year, which came with its share of uncertainty, reinvention, and growth. We are all carrying a lot: careers, families, health, dreams, responsibilities, and the invisible emotional labor that rarely gets acknowledged. Thank you for your honesty, thank you for your vulnerability, thank you for being human in a. Digital world that often rewards perfection over authenticity. I believe deeply that our stories matter, not just the polished ones, but the real ones, the in-progress, evolving stories that reflect who we are becoming. Thank you for allowing me to share mine with you, and for trusting me with pieces of yours. Looking ahead with gratitude and hope as we step into a new year, I do so with gratitude for what we’ve built together and hope for what’s possible next.

Part 5: Intentions, Wishes, and Closing

Time (5:31 – End)

Script

My intention moving forward is simple: to continue showing up with clarity, integrity, and heart, to create work that informs, inspires, and empowers, and to help professionals, especially doctors, feel seen, heard, and confident in their voice, because your voice matters now more than ever. Excuse me. A holiday wish for you this holiday season: rest where you need it, joy where you are at least expecting it, and peace in moments, both big and small. May you unplug when you can, may you laugh often. May you feel appreciated, not just for what you do, but for who you are. Thank you for being part of my world. Thank you for walking alongside me this year, and thank you for the trust, encouragement, and connection that make this work so meaningful. Wishing you and those you love a joyful holiday season and a healthy, fulfilling year ahead with heartfelt gratitude. Dr. Barbara Hales, your host on The Medical Strategist. Till next time, thank you.

The post Thanks for Being Part of My World first appeared on The Medical Strategist.

View Details

In this episode, Barbara discusses:

• The importance of shifting to relationship-based, personalized patient care over transactional models.
• How patient-centric messaging and empathetic communication foster trust and drive practice growth.
• Using tailored, purposeful content strategies aligned with patient needs and online behaviors.
• Personal branding for doctors as a foundation of trust and connection, built through consistent, authentic engagement and storytelling.
• The rise of the “AI patient”: leveraging AI tools to meet modern demands for speed, personalization, and proactive care.
• Encouragement for doctors to make small but impactful changes—such as trying one AI tool or sharing a personal story—to elevate patient experience and strengthen marketing.

Key Takeaways:

” AI is the new stethoscope and the. New receptionist, the new assistant, the new educator. Start with one AI upgrade, whether it’s scheduling triage reminders or content; small improvements change the patient experience dramatically. Before we wrap up, I want to leave you with one question to carry through your week. What is the one change, big or small, I can make this month that will help my patients feel more cared for, more understood, or more supported? Because, in the end, marketing isn’t about algorithms or branding or automation, it’s about people, and people remember how you made them feel.”

Connect with Barbara Hales:

• Twitter: @DrBarbaraHales
  Facebook: facebook.com/theMedicalStrategist
  Business Website: TheMedicalStrategist.com
  Email: info@TheMedicalStrategist.com YouTube:@barbarahales LinkedIn: https://www.LinkedIn.com/in/barbarahalesBooks:
  • Content Copy Made Easy
  • 14 Tactics to Triple Sales
  • Power to the Patient: The Medical Strategist

TRANSCRIPTION (225)

Chapter 1: The Five Marketing Shifts Doctors Must Make in 2025

[0:00:03] Dr. Barbara Hales:

Welcome back to marketing tips for doctors, the place where medicine meets messaging and patient care meets practical strategy. I’m Dr Barbara Hales, your host and medical strategist. Today we’re diving into three big topics every doctor needs to understand in 2025 the five marketing shifts happening right now, how one doctor can become a powerful, trusted brand and what I call the AI patient, because expectations aren’t what they used to be along the way, I’ll share six heartwarming stories, three real case studies, and some clear steps you can take today to elevate your practice. So grab your coffee, settle in, and let’s make your marketing work for you instead of draining your time or energy. The first section is the five marketing shifts doctors must make in 2025. Most practices still operate like patients are passing through a turnstile, but today’s patients expect a relationship, familiarity, personal touch, and continuity. A cardiologist I worked with had a patient named Jim who had been in and out of the ER for years with atrial fibrillation. Every visit, he saw a different doctor, a different nurse, and never once felt known. The cardiologist finally implemented a relationship, first Follow Up program, handwritten notes after procedures, three-day check-ins, and a dedicated teaching nurse. Jim told the doctor, “This is the first time I’ve felt like a person, not a problem.” And guess what? His compliance improved, his outcomes improved, and he sent six new patients within three months. Marketing is simply the act of treating people like they matter. Content that starts with we provide, or we offer is ignored. Patients want to hear. What can you help me solve? How will I feel under your care, and why should I trust you as a pediatrician? A pediatrician began rewriting her website with the parent in mind. Instead of providing well-child visits, she said, we help you raise confident, healthy children, and we’re with you every step of the way. Parents would stop her in the hallway and say that line made me switch practices. Marketing works when people feel understood. Posting Happy Friday is not marketing. Posting with purpose, that’s marketing. An orthopedic practice in Chicago changed just one thing. They created a content calendar tied to patient search behavior, knee pain, Mondays, hip replacement, Wednesdays, and spine care Fridays. Within six months, website traffic grew 312% 312% but more importantly, appointment requests shot up because patients said I found exactly the question I was Googling on your page. Patients don’t want medical jargon. They want reassurance and action steps, practices that win in 2025 aren’t marketing. Sometimes they operate as brands consistently, authentically, and compassionately. If you want to make marketing easier in 2025, start with one thing, choose one shift and implement it this week, small steps create big momentum.

Chapter 2: How One Doctor Becomes a Trusted Brand

A doctor’s brand isn’t their logo, colors, or tagline. How one doctor becomes a brand patients trust a doctor’s is a feeling people get when they interact with you. Patients aren’t evaluating procedures. They’re evaluating you. Trust comes first. A family medical doctor named Hannah had a patient, Maria, who was. Terrified after a breast abnormality was found. After the biopsy came back benign, Maria told her Thank you for sitting with me while I cried. That moment was my decision maker. I knew I’d never switch doctors after that; the brand wasn’t Dr Hanna’s degree; it was her humanity. A dermatologist, Dr Patel, started placing a small sign in each room, You are safe. Your concerns are real. We are here to help patients. Took photos of it, shared it online. Called it the empathy clinic, one tiny message created an entire brand identity. Your story is your differentiator. No one has your background, your why, your mission, or your personality. Patients want to know why you became a doctor, why you chose your specialty, what you care about, besides medicine, show up consistently. Branding is not a single act. It’s a rhythm. A gastroenterologist who hated social media agreed to just one weekly video, 60 60-second shot on iPhone, answering one real patient question. After 10 weeks, his new patient said the same thing. I feel like I already know you. Branding is familiarity. Familiarity builds trust, and trust leads to appointments. Pick one part of your story and share it this week on your website, on social media, or in your waiting room. It’s not self-promotion, it’s a connection,

Chapter 3: The AI Patient: What Modern Consumers Expect from Healthcare

The AI patient: what modern consumers expect from health care. Today’s patients live in a world of 24/7, grocery delivery, instant flight changes, and hyper-personalized Netflix recommendations; they expect the same from health care, even if we’re not set up that way. Patients want speed and predictability. AI-enhanced scheduling, fast replies, and smart triage make patients feel supported. A mother of a four-year-old had a sudden rash scare at 10 pm, and she used the AI-powered triage chatbot. Within minutes, she received guidance, photos to upload, and the reassurance to come in first thing in the morning. She later wrote, You made me feel like I wasn’t alone at 10 pm, that is priceless. This is the new patient expectation. An elderly patient who struggled with technology used an AI voice assistant connected to the clinic’s system. He called to refill his medications, and the AI system said, I can help you with that. Let’s take it one step at a time. He told the staff the next morning that the robot was nicer to me than my grandson. AI isn’t replacing compassion, it’s extending it. AI can tailor follow-ups, reminders, education, lifestyle, guidance, and pre- and post op instructions based on conditions and history. It delivers what the modern patient craves. You understand me, a large multi-specialty practice implemented AI-driven appointment reminders customized by patient type. Bariatric patients received meal prep reminders. Diabetics received foot care prompts. Cardio patients received medication alerts, no generic messaging, everything. Personalized result, a 28% drop in no shows, this is the AI patient error. AI won’t replace doctors. Doctors who use AI will replace doctors who don’t. Patients don’t want robots. They want doctors who embrace tools that help them feel more informed, more secure, more connected, and more cared for.

Chapter 4: Implementing AI and Small Steps for Big Impact / Conclusion

[0:09:56] Dr. Barbara Hales:

AI is the new stethoscope and the. New receptionist, the new assistant, the new educator. Start with one AI upgrade, whether it’s scheduling triage reminders or content; small improvements change the patient experience dramatically. Before we wrap up, I want to leave you with one question to carry through your week. What is the one change, big or small, I can make this month that will help my patients feel more cared for, more understood, or more supported? Because, in the end, marketing isn’t about algorithms or branding or automation, it’s about people, and people remember how you made them feel. Thank you for joining me today. If this episode inspired you, helped you, or gave you the push you needed, share it with another doctor who could benefit. And if you want support implementing any of these strategies, from AI tools to brand storytelling to patient experience upgrades, you know where to find me. I’m Dr Barbara Hales, the medical strategist. Go to medicalstrategist.com, forward slash contact until next time, keep connecting, keep caring, and keep showing up for your patients and yourself.

The post Marketing Shifts for Doctors first appeared on The Medical Strategist.

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In this episode, Barbara discusses:

• Doctors are overwhelmed by administrative burdens, such as paperwork, and are at risk of burnout.
• Personal stories remind doctors of the meaning behind their work.
• Solutions include delegation, digital tools, and better workflow.
• Dr. Hales offers coaching to help physicians reclaim control and joy in practice.

Key Takeaways:

” Doctors don’t push through the administrative burden because we’re stubborn. We do it because behind the curtain of bureaucracy, some real people need us, and sometimes, all it takes is a small red button to remind us that burnout is no longer a fringe topic. It’s a public health emergency.”

Connect with Barbara Hales:

• Twitter:   @DrBarbaraHales
• Facebook:   facebook.com/theMedicalStrategist
• Business website: www.TheMedicalStrategist.com
• Show website:   www.MarketingTipsForDoctors.com
• Email:   Barbara@TheMedicalStrategist.com
• Books:
• Content Copy Made Easy
• 14 Tactics to Triple Sales
• Power to the Patient: The Medical Strategist
• YouTube: TheMedicalStrategist
• LinkedIn: www.linkedin.com/in/barbarahales

TRANSCRIPTION

Introduction – Where Medicine Meets Meaning

Time: [0:00:02]

Dr. Barbara Hales:

“Welcome to another episode of marketing tips for doctors. I’m your host. Dr Barbara Hales, this is the place where medicine meets meaning, strategy meets soul, and where we take the overwhelming day-to-day reality of practice and turn it into clarity, empowerment, and a little bit of hope…”

The Biggest Search – Administrative Overload

Time: [0:00:30]

Dr. Barbara Hales:

“Today’s episode is a big one. We’re going to talk about the biggest problem doctors are Googling right now. And here’s the twist: it’s not a disease, it’s not a symptom, it’s not a new medical mystery or breakthrough therapy. The number one thing doctors are searching for is help navigating a system that has become too heavy, too complex, too administrative, and too unforgiving…”

What Doctors Are Really Searching For

Time: [0:01:20]

Dr. Barbara Hales:

“When you look at aggregated physician search trends, professional forums, and what’s bubbling up in medical groups and conferences, the number one theme is unmistakable. Doctors are searching for relief, relief from the administrative burden, relief from burnout, relief from feeling like the system demands more documentation than healing…”

Breaking Down Administrative Burden

Time: [0:02:30]

Dr. Barbara Hales:

“Let’s break down the big culprits contributing to administrative overload, prior authorizations. The number of required authorizations has exploded over the past decade. Every year, payers add more requirements, and physicians spend more hours fighting to get necessary treatments approved…”

Heartwarming Story – The Button

Time: [0:04:40]

Dr. Barbara Hales:

“I want to pause here and share a story, a true one from early in my practice. I once had a seven-year-old girl named Lily accompanying her mom… When I entered the exam room, she handed me a small, bright red button shaped like a heart, on which she had written in her uneven, adorable handwriting, ‘For my doctor who helps me breathe…’ It reminded me, in a way, no memo metric or administrative checklist ever could, that behind every chart, every code, every authorization, there is a human being whose life is made better by what we do…”

Burnout – A Public Health Emergency

Time: [0:06:00]

Dr. Barbara Hales:

“Burnout is no longer a fringe topic. It’s a public health emergency. More than half of physiciansphysicians report symptoms of burnout, and the majority say administrative tasks are the primary driver… Burnout isn’t just tiredness. It’s moral injury. It’s the pain of knowing the right thing to do for a patient and being blocked by systems not designed with healing in mind…”

Strategies for Relief and Empowerment

Time: [0:07:07]

Dr. Barbara Hales:

“Here’s what physicians are actively trying to learn and what actually helps one: delegation, structures, doctors are looking up strategies for scribes, outsourced billing, AI, documentation assistance, and optimized staffing… doctors are not searching for escape. They’re searching for empowerment.”

Heartwarming Story – The Man with the Photograph

Time: [0:09:29]

Dr. Barbara Hales:

“The second story comes from a physician of mine, a friend of mine, a cardiologist, who shared it with me after a particularly grueling week, a 78-year-old patient named Mr. Donnelly came in for a follow-up after a heart procedure, he arrived holding a small, worn photograph in his hand…”

A Call to Action – Coaching Invitation

Time: [0:10:32]

Dr. Barbara Hales:

“Hi, I’m Dr Barbara Hales, the medical strategist, and after decades in practice, I know exactly what you’re facing because I’ve lived it too. That’s why I created a personalized coaching program just for physicians like you, doctors who want to reclaim control, streamline their workflow, increase revenue ethically, and bring the heart back into their practice… You don’t need to struggle through this alone. You just need a strategy and a strategist on your side. Thank you. Applause.”

The post What Doctors Are Really Searching For first appeared on The Medical Strategist.

View Details

In this episode, Barbara discusses:

• How social media is reshaping medical communication, physician learning, and patient trust
• Why doctors benefit from online visibility without needing to “perform”
• How digital platforms create modern medical networking communities
• How ethical marketing helps physicians communicate clearly and build credibility
• A roadmap for doctors to begin showing up authentically online

Key Takeaways:

“Social media isn’t making doctors performers. It’s making them participants in a global conversation where credibility, education and connection now happen digitally. When physicians show up online with clarity and authenticity, they elevate not only their practice but the entire profession.”

Connect with Barbara Hales:

• Twitter: @DrBarbaraHales
• Facebook: facebook.com/theMedicalStrategist
• Business website: www.TheMedicalStrategist.com
• Show website: www.MarketingTipsForDoctors.com
• Email: Barbara@TheMedicalStrategist.com
• Books:
  • Content Copy Made Easy
  • 14 Tactics to Triple Sales
  • Power to the Patient: The Medical Strategist
• YouTube: TheMedicalStrategist
• LinkedIn: www.linkedin.com/in/barbarahales

TRANSCRIPTION

Introduction & Announcement

Dr. Barbara Hales:

Bob, welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales, and today we are discussing where medicine meets meaning and strategy meets soul. Today’s episode is called How Social Media Is Changing Medicine, Doctors, Marketing, and Meaning. We’re talking about something redefining the health care landscape, not new drugs or devices, but digital connection. Nearly 70 percent of healthcare professionals now use social media for networking, education, or patient engagement, but only about 14 percent of doctors maintain a public Instagram presence. Most doctors aren’t online to perform. They’re there to participate, stay relevant, and stay connected.

The Pace of Medical Change

Dr. Barbara Hales:

Medical knowledge used to double every 50 years; now it doubles roughly every 73 days. Staying current is survival. Doctors turn to digital platforms to keep up. They join Facebook groups, follow journals on X, use LinkedIn for networking, and even Instagram for education. Social media is now a digital faculty lounge, fast, global, and unfiltered, and it’s changing how physicians learn, share, and lead.

Digital Credibility

Dr. Barbara Hales:

A white coat and diploma were once enough to establish credibility. Now credibility is digital. Patients Google symptoms, check reviews, and scan social feeds. When they see a doctor who communicates clearly online and educates instead of advertises, trust begins before the appointment. A cardiologist explaining chest pain in 30 seconds or a pediatrician posting a simple vaccine chart isn’t just posting content. It’s care delivered digitally. This is where marketing meets meaning.

From Authority to Accessibility

Dr. Barbara Hales:

For decades, medicine lived behind clinic doors. Now patients expect clarity and access. When doctors create educational content online, they’re not selling out. They’re showing up. A dermatologist sharing skin protection tips, an endocrinologist debunking diet myths, or an ER physician walking through CPR steps is public service. When physicians share what they know, they raise the collective health IQ. Medical education online is here to stay, and it’s redefining what it means to practice medicine.

Networking in a Digital World

Dr. Barbara Hales:

Physicians often overlook networking, but it’s part of being a lifelong learner. Platforms like LinkedIn and Threads have become new medical meetups. Communities like Med Twitter, Women in Medicine, and healthcare leadership groups aren’t vanity hashtags. They’re digital think tanks. They connect physicians across specialties and generations. Visibility online amplifies the physician’s voice, which is essential because when doctors stay silent, misinformation fills the gap.

The Role of Ethical Marketing

Dr. Barbara Hales:

Marketing can feel uncomfortable for doctors, but ethical healthcare marketing is simply clear communication with purpose. Medicine diagnoses and treats. Marketing explains and connects. Together they form a bridge between care and clarity. Doctors don’t need a viral campaign; they need a consistent message rooted in trust, empathy, and expertise. That is a digital health strategy.

A Roadmap for Doctors

Dr. Barbara Hales:

Start with clarity. Define your purpose. Do you want to educate, advocate, or inspire? Choose your platform. Instagram for visual storytelling, LinkedIn for insights, YouTube for long-form education, TikTok for quick awareness. Show up consistently. Authentic beats perfect every time. Engage thoughtfully and build community. Physician branding is about voice and values. You are your brand, and your credibility is your currency.

Closing

Dr. Barbara Hales:

Medicine has always been about connection. That conversation now lives on podcasts, posts, and platforms. When doctors use social media well to teach, listen, and uplift, they grow their practices and grow medicine itself. When physicians share what they know and connect with authenticity, everyone benefits. So, here’s my invitation to every doctor listening. Don’t fear the feed. Shape it. Your voice has value, and someone needs to hear it. I’m Dr. Barbara Hales, and this has been another episode of Marketing Tips for Doctors. Until next time.

The post How Social Media changes Medicine first appeared on The Medical Strategist.

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In this episode, Barbara and Sean Garner discuss:

• The challenges and importance of marketing for local service businesses, especially for health and wellness professionals, and how a “fractional CMO” service can help smaller practices oversee their entire marketing strategy without the cost of a full-time CMO.
• The risks for business owners who do not maintain full ownership over their digital assets, such as websites and data, when working with marketing agencies, and the importance of asking the right questions to ensure control over these resources.
• Key red flags to look out for when hiring a marketing agency and an introduction to practical SEO strategies that help health clinics rank higher locally, including adapting to changes brought by AI and search technologies.

Key Takeaways:

“Nobody wants your products or services. Nobody wants a doctor, Barbara. They want health. Nobody wants a personal trainer. They want to be fit. Nobody wants an accountant. They want their taxes done right.” – Sean Garner

Connect with Sean Garner:

Website: https://www.seangarner.co/

LinkedIn: https://www.linkedin.com/in/seanagarner/

Instagram: https://www.instagram.com/seangarner/

YouTube: https://www.youtube.com/@SeanGarner

Facebook: https://web.facebook.com/SeanGarnerConsulting/

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business Website: TheMedicalStrategist.com
Show Website: MarketingTipsForDoctors.com
Email: Barbara@TheMedicalStrategist.com

YouTube:@barbarahales

LinkedIn: https://www.LinkedIn.com/in/barbarahales

Books:

• Content Copy Made Easy
• 14 Tactics to Triple Sales
• Power to the Patient: The Medical Strategist

TRANSCRIPT: (222)

Chapter 1: Introduction & Sean’s Background

[0:00:02] – [0:03:38]

“`

[0:00:02] Dr. Barbara Hales: Sean, welcome to another episode of Marketing Tips for Doctors.

I’m your host, Dr Barbara Hales, and today, we’re fortunate to have Sean Garner with us. Sean is an entrepreneur, marketing strategist and the founder of Sean Garner consulting a full service agency and fractional CMO partner for local service based businesses with over a decade of hands on experience, Sean has helped health and wellness companies, medical clinics, law firms, coaches, consultants and home service providers, and he’s helped them grow with clarity, confidence and consistent lead generation. In other words, Sean is just everywhere and helps everyone. If you’re a professional, Sean is there, drawing from his background as a gym owner, firefighter, and faith-driven family man, which is the other end of the spectrum. Here, Sean understands the realities of running a business while juggling life’s priorities. His superpower is simplifying marketing, turning confusing tactics into clear, actionable steps that drive real growth, whether it’s through story, brand, messaging, website design, or sales funnel strategy. Sean empowers business owners to take control of their marketing and become the trusted go-to choice in their market. So again, welcome to the show, Sean.

[0:01:54] Sean Garner: Thank you so much for having me. I definitely think somebody on my team wrote that, because I wouldn’t have said that much about myself. It’s an honor to be here, and I’m looking forward to serving some people here and hopefully giving them some good marketing tips for our docs.

[0:02:08] Dr. Barbara Hales: Okay, well, the first thing that some people may have asked themselves while I was chatting about you is, what is fractional? CMO, What? What? How does the word fractional play a part?

[0:02:21] Sean Garner: Yeah, absolutely. So typically, when somebody is hiring a CMO, right? This usually big enterprise companies, well, if you are a private medical practice or, you know, you’re just an individual practitioner running your own clinic, you can’t afford to hire a full time chief marketing officer, and it doesn’t really make logistical sense for you, because there’s probably not a lot of other staff members for them to manage. For smaller businesses, we offer fractional CMO consulting services —one of the services we provide. So what you can do is have that person overseeing your entire holistic marketing strategy, working with other vendors, different internal team members, and so on. So you have that person, but it’s fractional, so we’re also doing that for other companies at the same time, so you don’t have to worry about, like, full-time salary and benefits for somebody to come in and still oversee all of your marketing and vendors.

[0:03:10] Dr. Barbara Hales: You work with. Another thing people may have wondered about while I was talking about you is that you were a firefighter. Now, in many villages and towns, no matter what a person’s career is, they volunteer as firefighters to make sure their town doesn’t burn to the ground. Was that the case for you? Or were you a regular full-time

*Chapter 2: From Firefighter to Entrepreneur*

[0:03:38] – [0:05:59]

“`

[0:03:38] Sean Garner: protection No, ma’am, yeah, I was, I was a full-time firefighter paramedic, and I did that for about five, about five and a half years. And that’s kind of, honestly, what drove me into entrepreneurship. Because when you’re working as a firefighter, you’re on a shift like the one I was on: 48 hours on, 24 off, so you have a lot of free time. And so that’s how I got into fitness. It’s because I wasn’t, I was like, this skinny video game dorky kid growing up. I wasn’t an athletic girl, anything like that. But then, once I was trained, I started training to become a firefighter. That’s how I got into fitness. And then once I was on shift, you know, you’re only working 10 days a month, and so with this extra free time, that’s how I got into fitness. And we started our entrepreneurial journey by opening gyms and going through the whole process. Well, I did

[0:04:21] Dr. Barbara Hales: Don’t know that you only work 10 days a month. That’s pretty remarkable, and it leaves a lot of time to think about other things. So I guess you could say that after being a firefighter for five years, you were burnt out.

[0:04:38] Sean Garner: No, I’ll be. No, not really, if I had to. I’m very blessed Miss Barbara, to do what I do now, and to own all the businesses and companies that my wife and I do and but I always like joked, but was also serious, if I had to go back and, quote, unquote, get a real job and we didn’t have our own business, I would 100% go back to being a firefighter. I love that job. It was amazing to get to. You know, unfortunately, people are typically calling you not because they’re having a great day, but because they love what I did as a firefighter. But I ended up stopping because, whenever we started the gym, they grew way faster than we ever expected. So what was supposed to just be a part time job very quickly became a scenario where I was making dramatically more money from running these gyms, and I was as a firefighter, so I had a choice to make, you know, do I want to, you know, hire somebody to take the gym off and run it, or maybe even sell it and just stay being a firefighter? Or do I want to go all in on this entrepreneurial journey? And that’s what we ended up. My wife and I, after we talked about it, were like, “Let’s go all in on this.” And as soon as we did that —like it was already successful to begin with —once we were able to put our full focus on something, that’s when it really blew up and was really successful.

[0:05:49] Dr. Barbara Hales: So when you were running the gyms, was it then that you realized you needed to know about marketing so that you could promote the gyms?

“`

*Chapter 3: Digital Asset Ownership & Common Pitfalls with Agencies*

[0:05:59] – [0:13:54]

“`

[0:05:59] Sean Garner: Yeah, absolutely, so kind, especially how I run and have my eight marketing agencies set up. Now, unfortunately, I got burned by multiple marketing agencies throughout the gym process. So my kind of entrepreneurial journey was once I started the gyms, yeah, we hired a marketing agencies to help us build our website, do our SEO and get our name and our branding and stuff out there, but I was always frustrated by how they were doing things, because I didn’t feel like I had any input or say or control in it. And then Ms Barbara found out that they actually ended up owning everything. So they own the website. They own the domain. So whenever I went to find another provider, they owned everything. I thought that I did. And this is unfortunate. What we see now with many of the clients we work with is that they feel they own their website, but they really don’t. They might own the domain, like www.yourpractice.com, but they don’t actually own the website, because it’s built as a third-party tool that the marketing agency specifically owns. So if you ever want to separate from them, well, you lose all that content and all that web stuff, and so learning all of that and seeing how that was done, that was a really frustrating experience for me. And so then, whenever we moved to Miami, Florida, and I did, I was still in the fitness space. I did a lot of stuff in the online fitness space. I was a writer and Fitness Advisor for Men’s Health magazine. I did a lot of online coaching and online training. And as I started doing that, that’s where I really started learning digital marketing because I began to learn how to sell things online, and then throughout covid, when everything shut down, I had already been doing this for other gym owners and personal trainers, but then my wife started her a medical practice, and she’s like,

Hey, you’ve been doing all this digital marketing stuff for the fitness industry. Do you think that it would work for my medical practice, which she was starting? Well, yeah, it’s the same stuff. Let’s do it for you. And did it for her practice, and her practice exploded. And I had my attorney come to me, and he was like, Hey, you did this for your wife. You’re doing this for these fitness people. Don’t you think it worked for me? It’s like, well, yeah, I would. So I started doing it for him, and then the agency slowly evolved to where it was less about me coaching people and more about us being a full-service agency, doing story and brand copywriting for people. We’re building websites, sales funnels, search engine optimization, and now even AI optimization to make sure people are showing up, and things like ChatGPT and, now and then, fractional CMO services. So that way, we make sure that, especially as a private practice, you’ve got all your marketing and stuff covered so the right patients can find you. Well,

[0:08:18] Dr. Barbara Hales: I can hear all your passion. We’re going to backtrack a little bit. Yeah. As you know, most people would be kind of shocked to hear that they don’t own their website and think they’re paying someone to create one. Naturally, they pay for it. It’s theirs. So finding out that they actually don’t own it is probably pretty shocking to them. So, since most professionals do what they do best, they’re going to hire a marketing agency. What are some, you know, scary stories or things that people should look out for before hiring a particular marketing agency?

[0:09:07] Sean Garner: Barbara, this is a great question, and the best one I’ve ever been asked, because that’s a better question: what to avoid? A lot of people want to know what they need to be doing in marketing, but when they go to a marketing agency, they don’t ask these questions, and they end up in bad situations. So here’s a couple of quick, dorky marketing terms for people to know and understand and differentiate, because a lot of times people interchange them, and that’s where the confusion and stuff come from. So the first thing is to know, like a domain or a URL, the address you type in a search bar to pull up a website. So you can own a URL, which is typically hosted on platforms like GoDaddy or similar, where you own the address people type in, but that address is just that. It’s an address, then you have your website, which is typically built on a CMS, or content management system. The. It is very popular. Public platforms like WordPress, Squarespace, Shopify, Wix, and Webflow are good options because they are easy to transfer from person to person. But then there are also ones that are called Private CMS, and so that means it’s something that the agency has made, and I’ve seen this, unfortunately, Barbara, a lot in the medical profession, people that like to specialize in just private practice medicine or, you know, dental or functional medicine. Providers like whatever it is. Because what happens is, for the agency to scale, they have to create systems. I love systems, but what they’ll do is make it super scalable as they templatize the CMS, so it becomes their proprietary system. So you, as the provider, might own the URL that people are typing in. You might even own the words or the content on the website, but you’re not going to be able to take that and move.

You can move the URL —the address —but you can’t take everything from the website and instantly put it on another website. So, unfortunately, what has to happen is that whenever you do want to separate from them, you have to pay an agency to rebuild everything for you. So because of that, that’s unfortunately what we see a lot of our clients that come to us is, I always joke with them is like, we’re everybody’s second or third favorite marketing agency, because they’ve typically gone to a marketing agency gotten burned, and then they come to us like, oh my gosh, I didn’t realize all this stuff. Because when we start, you know, asking questions, to start doing all of their setup for them, we find out those things that, well, hey, just so, you know, you don’t own your website. And a really scary thing is they don’t own their data. So what a lot of marketing agencies will do is they will host things on their, you know, CRM platform, or on their Google Analytics or Google Ads account. So all the data the practice has been collecting, like patient interactions and stuff, is handled at the agency level. So whenever you separate from that agency, you lose all that historical data, tracking, and everything else. So what I would say is Miss Barbara. I actually just put a YouTube video out on this a couple of weeks ago from a marketing agency. Red flags I want to look for are, like, a 40-minute video of me just ranting for a little bit. But the main thing you always want to know is: you want to own everything.

Ask the awkward questions now up front, hey, if we are to separate and stop working together. What can I take with me? What do I keep rights to and be very specific on? Well, what CMS, or is this built on, or what platform is this built on? Because there are no dorks in my world, and I’m one of them, I will debate like, which one is better. But the main thing is, you want to be a public one, so another agency can easily step in and get it. You want to make sure you own all your data, that you are the admin or owner of everything the agency creates, and that they give themselves manager access. Because another thing that people will say is agencies will be like, well, you know, we’re not going to give you ownership access, Miss Barbara, because you might accidentally go in there and mess something up. And so to protect the website from you, we’re going to keep ownership access and let you in every once in a while. That’s not how we want it, because the analogy I give to people is if you built a brick and mortar building, you wouldn’t expect or want the general contractor and the real estate agent to open the front door for you every day or to let you know when you could change the paint on the walls. But when it comes to our digital storefront, which is our website and everything, that’s what we expect. Like, although that’s the marketing agency’s job, they’ve got it, and unfortunately, they’re they’re not all bad because, because we’re one of them, but there are people that, whether intentionally or unintentionally, just because of their systems and process, people can get taken advantage of if they don’t know this stuff going into the practice or to that to the agency.

[0:13:44] Dr. Barbara Hales: That’s really very interesting. So, what SEO tips would you give our listeners to help health clinics rank higher locally?

*Chapter 4: SEO & Effective Website Strategies*

[0:13:54] – [0:23:22]

“`

[0:13:54] Sean Garner: Yeah, this. This might be a long answer, but there are several factors, and what I would say is that you need to understand what SEO is, how it works, and what it’s becoming now. So I think a lot of times people think of SEO, so it’s Sir, it’s been known as search engine optimization, and what that typically means is making sure whenever customers or potential patients go to places like Google and Bing and type in what they’re looking for, your business shows up. If somebody goes to Google and types in your practice name and your practice shows up, that’s technically SEO, but that’s not what we’re looking for. We’re looking for people who are searching for problems, symptoms, and treatment protocols, and then your website shows up, because that’s how we acquire potential patients we wouldn’t have gotten before. Now, SEO Barbara has access to these LLMs, or large language models, like ChatGPT, GPT-4, and Bing. Now it’s not necessarily that we stopped calling it SEO for search engine optimization. Internally, we call it search everywhere. Optimization, because the practice is still the same, as far as making sure that whenever your potential clients are searching for something, your business is found wherever that search may be taking place. So in order to do that, try, I’ll try not to dork out on this stuff, but you have to have a holistic approach to SEO. So there’s not just one thing that you can do to pull the lever.

There are actually five, especially for a local business: five different levers or pillars of SEO that you need to understand to make sure they affect your ranking. Because it’s not something as simple as, oh, I need to use the word’ Dallas functional medicine practice’ in my headlines and website. It’s way more in-depth than that. So the first thing that we have to understand with how SEO works in these pillars is what’s called the technical and so there’s a lot of technical things that happen whenever it comes to SEO, and that’s doing things like your site title tags and your meta descriptions, which is just letting Google know what the content on that page summary is about. So there are lots of things to make sure that the page is set up properly so Google can read it. Because if I could simplify SEO, it would be this: be clear to Google, be clear, and prove it. That’s all it is. Google and these search engines and everything—they don’t want to have to work to figure out what it is you do, and they want you to prove it. So if you think that you should be the number one, you know, private practice in Denver, I’m sure you think that, and every practice in Denver is going to think that. But what we want to do is make sure we are clear with Google about why and prove it. So, how we do that from a holistic SEO standpoint is that our job as the agency is to take your knowledge and expertise in the real world and put it there digitally. There is a chiropractor we just started working with in our local city who’s been a chiropractor for 25 years, but his website is the lowest-ranked one in the entire city, and he’s like, “I don’t know.” I don’t know. I don’t understand. I don’t have all this experience. How come this guy, who just got out of med school, you know, his website’s already number one? I said, well, because he has done a better job of putting his knowledge on his website.

You’ve been in practice for 25+ years, but your website hasn’t really changed since then. So, in Google’s eyes, it doesn’t know all the new treatment protocols you were using, or the types of treatment you were treating. You have to tell it that, so Google doesn’t have to figure it out. And then, man, you’ve told me you’ve treated 1000s of patients. We only have about 10 Google reviews. So, in Google’s eyes, you haven’t treated 1000s of patients, so you have to take what’s happening in the real world and spread it digitally. And to give a quick recap, it’s a technical SEO to make sure all the technical stuff is set up. It’s the authority, so those are things called backlinks, citations, or brand mentions. Now, with these AI overviews, we want to prove to Google again that it is a digital referral. So a backlink is another website linking to yours to show, Hey, this is trustworthy. You can trust this one right here. Another one is called the UX, or the user experience. So when somebody goes to your website, do they actually take an action, or because Google showed them a result based on what they typed? Did they stay on that website and do something, or did they click off and then leave? Another big one is local, and that’s with something called your GBP, or your Google Business Profile. If you are a local clinic and you want to be found in more places, you have to optimize your Google Business Profile. That’s going to mean making sure the profile is completely filled out, up to date, and accurate. You’re adding new content to it regularly —images, FAQs, and reviews —and you’re always making sure it’s optimized, so when people are searching for you, you’re found. I can talk a lot about SEO because that’s what we specialize in, but that’s kind of a not-so-quick overview of what it all is and what you can start

[0:18:58] Dr. Barbara Hales: doing. Yeah, one of the misconceptions people have when they get their website up is, well, you know, ‘my website is up.’ I don’t really need to do anything further about the website. And so, over time, it just becomes old because nothing is added to it, which begs the question in viewers’ minds: “Well, did this guy retire?” Did this guy die? You know, like, how come there’s, like, nothing up there since he first put it up, like, 10 years ago? So in addition to the fact that the perception of the quality of his care is going to, you know, drop, because people will say, Well, if his website and all the information on the website is old, is he current in his medical care and his medical knowledge, or is it all just old?

[0:19:58] Sean Garner: Yeah, it’s like the same thing. Analogy, like, whenever you go to a restaurant and the bathrooms are filthy, it’s like, okay, if the toilet is dirty, how clean is the kitchen really going to be? And so it’s the same thing. Whenever we refer to our websites to our clients, we tell them, This is a digital storefront. So think about all the things you know: you clean your office regularly. You probably update the painting on the wall, the signage, and the brochures and stuff out front regularly—you’re constantly changing what’s out there. We’re pretty good at taking care of our brick-and-mortar, but the digital — what I’ve noticed, unfortunately, especially in a lot of the medical community —is that they build it up like, oh yeah, I got a website. I’m good. No, no, you may have a start, but now we need to get people to come to it. Because we’re just, we don’t want a digital business card. We want a place that is actually pulling in, tracking, and converting potential patients into our new patients.

[0:20:48] Dr. Barbara Hales: Absolutely, people don’t realize that they still need to do blogs. They need to update the about page, too. You know what I say is that the about page is not just yours, you know, like about you the doctor, you know, it should also be of each one of your staff members, and what their, what their, you know, Job is in that office, so that when a person comes in, they’ll say, oh, there’s Mary. She’s the front desk person, and she’s going to take my information. There’s a bill, and he’s going to go through my insurance. And you know, so even when a person has not been in the office before, they have some sense of what the office flow will be, what the procedures will be, and they’ll recognize the people that they’re coming in contact with.

[0:21:46] Sean Garner: Yeah, it makes them feel connected, and they even before they show up for the first time. And one thing that we have seen a lot, I used to not put a significant emphasis on about pages, but now what we’re starting to see is that is becoming a pillar of trophy content for these large language models like L, like chat GPT, being perplexity, what they’re doing is they’re crawling and looking for those about pages to look for things like brand mentioned. So whenever people are searching for you in ChatGPT and similar platforms, that’s one of the types of content pages they are looking for to see all the information — your experience, awards, reviews, your staff, and things like that.

[0:22:25] Dr. Barbara Hales: Yeah, another thing that most people really are not as diligent about is the reviews and rankings. You know, they may want to see that the reviews they get are good. But there are people out there that have, like, no reviews and one star, and again, you know, you have to say, Well, is this person still in practice? You know, did he retire? Did he sell the practice? Did he die? You know, like, why? Why is there nothing there? And for people that are, even if a person is opening their practice for the first time, you know, there’s got to be something. I mean, they have to, you know, be networking with people. And, you know, like to have nothing there. It really, you know, speaks very poorly for that practice.

[0:23:22] Sean Garner: Yeah, and that’s something that we actually automate for all of our clients. So we own one, I guess. Side note of context: I should have said that, with all of this stuff, this is not just a guy who owns a marketing agency coming to give some marketing tips. I also do the thing too. So my wife and I own a functional medicine practice. It’s a private practice. It’s been in business for about five years. We also own a medical spa that does IV therapy. So we’re doing everything from Myers cocktails, bags, to high-dose vitamin C treatments and some really advanced cancer stuff called RGCC. And so we’re doing some really cool medical stuff. That’s how I am. That’s like my secret here. That’s why we know how it works. And so this isn’t just theory. We are actually doing it. So one of the things we do is automate that whole process, because if you leave it up to the front desk to ask, or “Oh, tap this little thing and scan a review,” you’re not going to get that many. So, what we do —and how we have it set up for the Med Spa —is that, as soon as they check out and swipe their card for their final payment, they’ll be sent through a review request sequence. And then the same thing: how we do it for the medical practice side is because, typically, they become patients, and it’s a private practice, membership-based medicine. And so after that, the automation is set up so that after my wife flags, they’ve done their first lab review call with her. Then it sends them through the automation. And what we have found is we have to go ask them three times, two different places. So what the automation typically looks like is that, as soon as it fires, they’ll get an email and a text asking for a review. Then it waits three days, and it’s going to ask for another review via text and email, and then three days later it asks for another review via text and email. And what we found was to get the majority of them, actually. On the second and third questions, that’s where it’s essential to have this automated, because if you’re asking your front desk staff, they’re not going to take it seriously. They’re not going to do it. But by having those automations and stuff set up, it’s all hands-off. It’s done for you. And that’s how we’re able to rank number one in our cities, because we dominate everybody with reviews where we have several hundred, where the competition has, you know, a couple of dozen.

*Chapter 5: Marketing Automation, Myths, and Actionable Tips*

[0:23:22] – [0:36:20]

“`

[0:25:21] Dr. Barbara Hales: When you see your manicurist with this funnel, and as soon as you leave, you’re getting the requests. And you get it until you do it. When you see your dog groomer, do it. When you visit, you know, the newspaper delivery guy doing it makes you say, well, if these, you know, like, ancillary services are doing it, like, why aren’t professionals doing it as well? You see, it’s like, Wake up and smell the coffee. You know, you’re like, part of society, and you have, I do get a lot of you know, it’s not just a question of opening the office, putting the shingle out, and expecting everybody to come.

[0:26:05] Sean Garner: Yeah, I do get pushback from the medical community sometimes, because they’ll instantly be like, well, I can’t do marketing because of HIPAA and stuff like that. So there are some nuances that I will say is so like, with I know that there’s certain HIPAA things like, Well, you can’t if somebody leaves a review, even if they say what they were being treated for, you can’t follow up and like, let’s say they say, Hey, I’m so glad I went to well spot functional medicine. Courtney’s done a fantastic job of helping me get my testosterone levels in check. Technically, you can’t respond to the review and say, Thanks for trusting us with your hormone therapy. You have to thank them for the view and acknowledge it. So sometimes, because people don’t know or understand those nuances, they will do nothing. And that’s why the people who are at least paying attention and figuring things out can get light years ahead of somebody who is maybe just operating in fear and choosing to do nothing.

[0:26:58] Dr. Barbara Hales: Yeah, it’s something that is going to have to be done. You know, when I would approach doctors and ask them whether they marketed their practice, and this was, you know, like several years ago, so at least some people are waking up now, they would say, I don’t have the time for that. I don’t have the budget for that. I don’t know how to do that. So I’m just going to do what I do best and take care of my patients. And then I say to them, Well, you know, marketing, technically, is telling people what you do, your services and products, and where you’re located, and it’s as simple as that. So, you know, would you not want to tell people what you do? Would you tell people what you do, but not where you’re located? I mean, when you say it that way, like everybody laughs, because it really is ludicrous. And you know, when they realize that if they want business, you know, they have to tell people which door to walk through,

[0:28:02] Sean Garner: Yeah, if it doesn’t show confidence in your treatment protocols, if you don’t want more people to find you. And I genuinely believe you just said, “Good marketing is doing a couple of things.” One: creating a message and distributing it. It also does a really good job of attracting the right people and repelling the wrong ones, because you are not for everyone. Your practice is not for everyone, but for me, ultimately, down to the core of what it is —and kind of why I believe everybody should do this — is that, if you are an entrepreneur, you are that; it’s a calling, and you are doing it for a purpose. And so there are certain people that only you are called to serve, and how unfortunate it is that you aren’t able to reach the people that you can genuinely help and impact and serve, just because you’ve either been ignorant and not known how to do this stuff, or sought out the help for it, or you just chosen not to take the action because there’s somebody that is at their house right now dealing with a problem that you know how to treat and solve. They can’t find you. If you genuinely want to make the most significant impact you’re called to make, you need to get your message out.

[0:29:11] Dr. Barbara Hales: Okay, so now I am an entrepreneur, and I want to get my message out. What are, but you know, so many stories abound or swirl around marketing, especially for someone who’s never done it before. So it could be overwhelming. So what are some marketing myths that one should be aware of?

[0:29:38] Sean Garner: Yeah, great question. So some pervasive marketing myths are that you’re going to build a website and start getting a ton of business and stuff from it. A website is a place for people to find you. But just like the Field of Dreams, cheesy dad joke, I always say, it’s just because you build it, it doesn’t mean they will come, so like, you can create this website. Right, and it might look awesome, it might have all the right words on it, but if you are not continually, exceptionally as competitive as things are getting online with all the noise that’s out there, if you are not breaking through that noise, people will not find you. It is not just enough to have these things in place. It is about truly leveraging those things. The other thing is that, well, I don’t really have to do any organic or SEO type of marketing just because I’m just going to use paid ads, it’s going to be okay like that might be a tactic that works right now, but if you really want to make sure that you’re maximizing your return on your investment and leveraging everything that you have, why would you like to pay for something that you could get for free by just optimizing your SEO and your website a little far. And I would say another thing is that marketing doesn’t work.

I tried to grow my whole practice through referrals. That’s awesome, and that’s great that you’ve been that, you know, blessed and fortunate with that, but marketing does work. Bad marketing doesn’t work. And if you’ve been growing your business through referrals. I have found only one person in my career who was getting their business from referrals because they had a referral system. Most people use that as almost a cop-out for ‘I’m lazy,’ and they don’t want to say they’re lazy because they’re just not a priority for them. But they’re like, Oh, I get all my business from referrals. Well, what’s your referral system? Oh, well, you know, sometimes patients will tell people, “Okay, so it’s your marketing system for referrals—it’s just hopes and wishes, like you don’t have a proper system.” Hopefully, you gotta have a patient who had a good experience, who tells other people about you, but you don’t have a proper referral system. So I think those are definitely specific to the marketing or medical field that I see when it comes to marketing myths. Those would probably be the top three that I would see.

[0:31:50] Dr. Barbara Hales: I would I would agree with you there. So if our listeners want to implement something right away, what are two tips you could give them they can start now?

[0:32:02] Sean Garner: Yeah, great question. So what? Ultimately, whenever we talk about marketing, we teach a framework called the marketing domination framework, which revolves around the sales funnel process. And so before you have that sales funnel in place, it’s tough to do proper marketing, because you’re going to be spending money doing things, and things and things are just going to be falling through the cracks. So the first thing I would recommend everybody do is open your website and let it load. Don’t scroll; let the page load, then look at the page and see if you can answer these three questions. And it’s even better if somebody who doesn’t know you or the practice can answer these three questions. What do you do? How do you make their life better? And what do they need to do to get started? Most businesses, because I’ve seen 1000s of websites and I’ve looked like that, they assume that people know what they do, because they’ll open up the website like, Well, yeah, I’m, you know, I’m, I’m a dentist, I’m an eye doctor, I’m a functional medicine provider, like in private practice, like, they think that it’s clear because there’s like, a picture of a doctor, of a header, like, no, no, be very clear and say what it is that you are. The second one is to say how you make their life better? Like, okay, that’s awesome. You are a —you know, I keep using this because that’s what we have: a functional medicine provider. How does, why do I care about that? Because I’ll tell you this, nobody wants your products or services.

Nobody wants a doctor, Barbara. They want health. Nobody wants a personal trainer. They want to be fit. Nobody wants an accountant. They want their taxes done right. And so a lot of times, people lead with their service. But that’s not what people really want. They want a specific problem solver. So we want to say that at the very top of the website. And then the other thing, this will instantly start getting you more patients booked if you do this. One thing: add a clear, direct call to action, and place it in the top right-hand corner of your website and in the center of the page. And a clear, direct call to action is not contact us. It is not to learn more. It is things like becoming a patient, booking your first consultation. Call now to schedule your appointment. It is an obvious, direct first step people must take to work with you or become a member of your practice. So, the first thing I would do is make sure the header section clearly answers those three questions and includes a clear call to action. And the second one I would do is go to my Google business profile. If you don’t have one, I would create it —it’s free —and start collecting Google reviews. And one thing we are actually going to give everybody who listens to this is that we talked about automation, where we asked three times in text and email. We have the whole automation and scripting done, which we’re giving to people on our website. If you go to Sean Garner.co it’s S, E, A N, G, A, R, N, E, r.co, scroll to the bottom of the page and click Google. Review scripts. It’s free. You can download that, literally copy that message, and start sending it out to previous patients, friends, families, and colleagues today to start getting more Google reviews. So I would clean up the header of my website with those three questions and start getting Google reviews.

[0:35:15] Dr. Barbara Hales: Well, that was great advice and some great tips, and I’m sure that people will be clamoring for the information that you have on your website. So, what is your website? It will be in the show notes anyway,

[0:35:31] Sean Garner: Yeah. So our website is Sean Garner.co it’s S E, A N, yeah, S E, A N, G, A, R, N, E, R, dot C, O, not.com. Sean Garner.com, some guy wanted to sell me for $15,000, and I don’t think I’m that cool. So it’s garner.co And on there, we’ve got tons of free stuff. We’ve got a marketing domination podcast where we’re teaching Marketing Tips for local businesses just like yours. We’ve got tons of free guides, like Google review scripts that you can use, marketing checklists, and everything. And if any of this stuff even sounded remotely interesting to you today, and you don’t want to have to figure it out, well, that’s what we do. We help medical practices — just like yours — love to hop on a free strategy call to see precisely what you’re doing. We’ll do a full marketing audit. It’s going to be with me, hopping on the call with you, saying precisely what’s working, what your competition is doing, and what you need to do to be number one.

[0:36:20] Dr. Barbara Hales: is that audit for free? Yes, ma’am. You guys are hearing that on the call. Okay, that’s great. And thank you so much for being a delightful guest today. This has been another episode of marketing tips for doctors with your host, Dr Barbara Hales. Till next time.

The post Stop Losing Patients first appeared on The Medical Strategist.

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In this episode, Barbara discusses:

• Keeping existing patients is more valuable than constantly seeking new ones.
• Most patients leave due to experience, not medical care.
• Personal, proactive follow-ups and small touches raise retention.
• Automated systems and regular patient education sustain loyalty.
• Loyal patients naturally bring in referrals.

Key Takeaways:

“The meeting highlighted that retaining patients is more cost-effective and impactful than seeking new ones, with most patients leaving due to poor experience rather than medical quality. Personal, proactive communication and using automated systems to follow up and educate are key to increasing patient loyalty, leading to higher returns and organic referrals.”

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business Website: TheMedicalStrategist.com
Show Website: MarketingTipsForDoctors.com
Email: Barbara@TheMedicalStrategist.com

YouTube:@barbarahales

LinkedIn: https://www.LinkedIn.com/in/barbarahales

TRANSCRIPTION. (221)

Introduction to Patient Retention

[0:00:02] Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr Barbara Hales. Today, we’re talking about one of the most significant hidden opportunities in your practice: patient retention. Most doctors spend time, energy, and money chasing new patients. But here’s the truth: keeping the patients you already have is where the real growth happens. Retaining patients means more trust, more referrals, and yes, more revenue. So today I’m going to show you how to turn one-time visits into lifelong relationships. We’ll cover what drives loyalty, the systems that make it easy, and how small touches create lasting impressions. Ready? Let’s get started.

The Value of Retention & Real Example

[~0:01:00] It costs five to seven times more to attract a new patient than it does to keep an existing one. Every time a patient walks out and doesn’t return, you’re not just losing that appointment. You’re losing their lifetime value, their referrals, and the credibility that comes with a satisfied patient base. Here’s a story to bring that home: a mid-sized orthopedic practice in Florida realized its follow-up system was broken. They focused on attracting new surgical patients through ads, but their post-op patients weren’t returning for physical therapy. Many went elsewhere after analyzing the data; they found that their reactivation rate had dropped below 40%. Hence, they hired a patient coordinator to make personal follow-up calls, asking how each patient was healing, offering guidance, and scheduling their next visit on the spot. Within six months of their return, the patient rate jumped 32% and revenue stabilized without increasing. Market spend, retention, not acquisition, made the difference.

Reasons Patients Leave

[~0:02:00] Now let’s talk about why patients leave. It’s rare because of the medical quality. Most patients leave because of experience. Here are the top five reasons. One: lack of communication —no reminders, no check-ins, no follow-up. Number two, feeling like a number, they don’t feel seen or remembered. Number three, confusing billing or scheduling practices. Number four: inconsistent staff interactions —a friendly doctor but a cold front desk —equals a poor memory. And number five, no emotional connection. They don’t feel like part of your practice community. Remember this, patients don’t leave for better medicine. They go for better experiences. Retention starts with culture. Every team member —from receptionist to physician —shapes that patient’s journey. Greet patients by name, make eye contact, smile; those small gestures mean the world. Train your staff to say, “It’s great to see you again,” instead of just “name, please.”

Staff Culture & Personal Touch

[~0:03:00] Here’s another truth to life. For example, a local dental office realized hundreds of inactive patients hadn’t been scheduled in over a year. Instead of sending another generic email, they mailed handwritten postcards signed by the dentist and staff, each reading, “We missed your smile.” Each card included a simple QR code to schedule an appointment online. It wasn’t a sales pitch; it was just a warm invitation. I. In the first month, 87 patients returned. By the end of the quarter, over 200 came back. Why? Because people respond to personal touches, not promotions. A great culture is vital, but systems make retention sustainable.

Automation & Feedback

[~0:04:00] Think of them as your digital support team. Start with an automated CRM or patient management platform that sends thank-you emails and post-visit reminders, and set up text notifications —not just for appointments, but also for check-ins, like, “How are you healing?” Use your patient portal to simplify communication and build trust, and never underestimate feedback surveys; they catch dissatisfaction early before it turns into a lost patient. Remember, automation doesn’t replace compassion. It reinforces it.

Education & Engagement

[~0:05:00] Education is one of the strongest retention tools you have when you teach, you lead, send out a monthly newsletter with health tips or updates. Create short videos explaining aftercare or new treatments. Host live Q&A sessions on social media. This keeps patients connected between visits and reinforces that you care beyond the appointment. If they learn from you regularly, they’ll stay with you consistently. Now let’s take retention a step further, because loyal patients become your best. Marketers encourage them to share reviews, refer friends, or attend patient appreciation events, but ensure it’s ethical and HIPAA-compliant. When you consistently deliver great experiences, you don’t have to ask for referrals. They happen naturally. Your most powerful marketing tool isn’t an ad; it’s a happy patient telling a friend about you, or a case study. Here are some great prompts. What’s one change you made that boosted retention in your practice? How do you build loyalty among busy patients? What metrics tell you retention is improving?

Recap & Call to Action

[~0:06:00] Let’s recap, patient retention isn’t about gimmicks. It’s about gratitude, consistency, and communication. Listen to your patients, follow up, educate, and engage. The more value they feel, the longer they stay, and the more they refer. If you’d like a free checklist or sample retention template, visit medicalstrategist.com/contact. You have only to ask and you shall receive. And don’t forget to subscribe to marketing tips for doctors. Wherever you listen to your favorite podcasts —whether it’s Spotify, Apple, or iTunes —well, I’m Dr. Barbara Hales. Thanks for joining me, and remember, your next big marketing win might just come from the patients you already have. See you next time.

The post Mastering Patient Retention first appeared on The Medical Strategist.

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Dr. Barbara Hales discusses overcoming burnout among physicians by addressing the barriers of time and money. She emphasizes that time is often mismanaged, citing examples of doctors like Dr. Emily and Dr. Njali who reclaimed their time through delegation and workflow redesign, leading to personal fulfillment. On the financial front, Hales argues that many physicians have a clarity problem rather than a money problem, as illustrated by Dr. Lisa, who, after optimizing her expenses and revenue, felt like a CEO. Hales encourages physicians to invest in coaching to achieve balance and thrive, not just survive.

Key Takeaway:

Dr. Emily: An internist who felt she had no time for coaching due to her packed schedule. Through coaching, she identified tasks she could delegate to her staff and set more precise boundaries. As a result, she reclaimed personal time and was able to enjoy meaningful moments with her daughter—demonstrating that time can be created, not just found, by changing how responsibilities are managed

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business Website: TheMedicalStrategist.com
Show Website: MarketingTipsForDoctors.com
Email: Barbara@TheMedicalStrategist.com

Books:

• Content Copy Made Easy
• 14 Tactics to Triple Sales
• Power to the Patient: The Medical Strategist

YouTube: TheMedicalStrategist
LinkedIn: Barbara Hales

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Dr. Barbara Hales 00:02

Welcome to another episode of marketing tips for doctors. I’m your host, Dr Barbara Hales. Today, we are going to be helping physicians move from burnout to business brilliance. We are diving into two of the biggest reasons doctors hesitate to get support, time, and money. You’ve probably said or thought one of these yourself. I don’t have time for coaching. I can’t afford it right now, and that’s okay. They’re valid, real, and deeply human concerns. Today, I want to unpack those beliefs, not to convince you of anything, but to help you see what might be possible if we look at time and money through a different lens, because when you shift how you think about time and money, you open the door to more freedom, more balance, and more joy. You

Dr. Barbara Hales 01:33

let’s start with time, the most precious thing you have, if you’re a physician in private practice, your schedule probably looks like organized chaos. You see patients back-to-back, handle administrative work late into the night, and you’re probably convinced this is just how it is. But what if the real problem isn’t the amount of time you have? It’s the way your time is being consumed by things you shouldn’t have to carry alone.

Dr. Barbara Hales 02:07

I want to tell you about Dr. Emily, a brilliant internist who told me flat out, “I don’t have time for coaching.” My days are packed from sunrise to bedtime. When we look more closely, we see she was spending half her week on tasks her staff could handle —approving every insurance claim, handling scheduling, and even restocking supplies. Together, we built simple systems, trained her team to take ownership, and set clear boundaries. Four weeks later, Emily sent me a text that said, I just went on a walk with my daughter on a Tuesday afternoon. She didn’t gain time. She created it in that one shift, learning to delegate and lead rather than do it all. Gave her life back. That’s the power of reclaiming your time. It’s not about doing less. It’s about doing more of what matters.

Dr. Barbara Hales 03:16

Another physician I worked with, Dr njali, came to me in tears our first session, she said, I promised my son I’d be home for dinner tonight, and then I broke that promise again. It wasn’t just about dinner; it was about integrity, motherhood, and the deep ache of missing out on moments she could never get back. Within a few months, she redesigned her workflow, shortened her patient hours, and built a leadership team around her. The next time we talked, she said, I made it home for dinner three nights in a row. Coaching didn’t just give her time; it gave her presence.

Dr. Barbara Hales 04:04

So when you say, “I don’t have time for coaching,” remember you’re not buying time. You’re buying back your life, and that’s what makes it priceless. Let’s move to the second big barrier, the belief that you can’t afford to invest in yourself right now, I completely understand this one, because for many physicians, expenses feel endless, payroll, rent, insurance, taxes, it feels like every month starts from zero, but what I’ve learned over years of coaching is this, most doctors don’t have a money problem. They have a clarity problem. When you’re burnt out and overwhelmed, it’s easy to lose track of where your time and money go. They are leaking.

Dr. Barbara Hales 05:02

Dr Lisa ran a small women’s health practice. Her clinic was busy, but she still felt broke every month. She told me, I can’t afford coaching, not now. So we looked at her numbers together, and what we discovered shocked her. She was paying for three overlapping software subscriptions, undercharging for her most valuable services, and losing patience with scheduling delays. Within two months, she saved over $3,000 in wasted expenses and increased her monthly revenue by 7000, but what made her cry wasn’t the money. It was when she said, I finally feel like a real CEO, not just a tired Doctor trying to survive. That’s what investing in yourself does. It restores your confidence, clarity, and peace of mind.

Dr. Barbara Hales 06:04

So if you’ve ever said, I can’t afford it right now, maybe the real question is, can I afford to stay stuck where I am because the cost of burnout, stress, and missed opportunities is far greater than the cost of getting the help you need?

Dr. Barbara Hales 06:28

So, whether it’s time, money, or both, I want you to know this: your hesitation is valid, but it doesn’t have to be your reality. Coaching isn’t about adding more to your plate. It’s about taking the heavy things off it. If you’re tired of missing dinner with your kids, if you’re tired of feeling like you’re always one crisis from collapse, then this is your invitation to step into something anew.

Dr. Barbara Hales 07:06

You deserve balance. You deserve a practice that gives back as much as you give to it. So take the next step. Book your free strategy call using the link in the show notes, let’s build the structure clarity and freedom you deserve so you can love medicine again.

Dr. Barbara Hales 07:31

Thank you for listening, and remember, you’re not just a physician. You’re a leader, a visionary, and you deserve to thrive, not just survive. This has been another episode of marketing tips for doctors with your host, Dr Barbara Hales, until next time bye.

The post From Burnout to Balance for Physicians first appeared on The Medical Strategist.

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In this episode of Marketing Tips for Doctors, host Dr. Barbara Hales sits down with Dr. Safoora Zaka, founder and CEO of Medical Aesthetics and Laser, to explore how physicians can successfully reinvent their careers by blending medical expertise with entrepreneurship.

Dr. Zaka shares her powerful journey of transitioning from hospital medicine to launching her own aesthetics practice—revealing the mindset shifts, branding strategies, and patient-centered approach that helped her thrive outside the hospital walls.

She also talks about the role of personal branding, storytelling, and social media in building trust with patients, why ethics and safety come first, and how passion—not burnout—should drive career pivots.

If you’ve ever wondered how to build something meaningful beyond traditional medical practice—or how to connect your clinical skills with a modern business mindset—this episode is your blueprint for reinvention.

Key Takeaway:

“People come to you for your name, but they keep coming back because of how you made them feel.” – Dr. Safoora Zaka

Connect with Dr. Safoora Zaka:

Website: drzaka.com
Instagram: @drsafoorazaka
LinkedIn: Dr. Safoora Zaka
Facebook: Goodbye Aging

Connect with Barbara Hales:

• • Twitter: @DrBarbaraHales
  • Facebook: facebook.com/theMedicalStrategist
  • Business website: www.TheMedicalStrategist.com
  • Show website: www.MarketingTipsForDoctors.com
  • Email: info@TheMedicalStrategist.com
  • YouTube: @barbarahales

  • LinkedIn: linkedin.com/in/barbarahalesBooks: 

  • Content Copy Made Easy

  • 14 Tactics to Triple Sales
  • Power to the Patient: The Medical Strategist

TRANSCRIPTION (218)

Welcome and Introduction

Dr. Barbara Hales (00:02)
Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales, and today we have with us Dr. Safoora Zaka. Dr. Zaka is a board-certified internal medicine and obesity medicine physician, former hospitalist, and the founder of Medical Aesthetics and Laser in Walnut Creek, California.

She’s also a faculty member and trainer for Allergan Medical Institute, blending her medical expertise with entrepreneurial insight to help others build purpose-driven careers. Welcome to the show, Dr. Zaka!

Dr. Safoora Zaka (00:55)
Thank you so much, Barbara. I’m excited to be here.

From Hospital Medicine to Aesthetics

Dr. Barbara Hales (01:00)
You started your medical career as a hospitalist. How did that journey lead to aesthetics?

Dr. Safoora Zaka (01:05)
Growing up, becoming a doctor was all I ever wanted. My father and brothers were physicians, so medicine was our whole world. I loved the action of hospital medicine—taking care of critically ill patients and being on the front lines. But over time, I developed a passion for aesthetics. I realized I could still help people, but in a different way—by enhancing confidence and well-being.

Transitioning Mindsets

Dr. Barbara Hales (03:05)
That’s a big shift. What was the hardest part of making that transition?

Dr. Safoora Zaka (03:20)
The mindset change. Hospital medicine is about managing disease; aesthetics is about enhancing confidence. The language, approach, and patient expectations are completely different. But passion made the transition worth it.

Finding Her Voice as a Founder

Dr. Barbara Hales (04:28)
Before launching your own practice, what was your learning curve like?

Dr. Safoora Zaka (04:46)
I worked briefly in a spa, but it wasn’t the right fit. That experience gave me the confidence to build something that aligned with my own standards—focused on safety, quality, and patient experience. Within a few months, I opened my own practice.

Branding and Patient Experience

Dr. Barbara Hales (07:00)
Branding plays a big role in aesthetics. How did you approach it?

Dr. Safoora Zaka (07:15)
As a physician, I’d never worried about branding before. At Kaiser, patients just came to me. But with aesthetics, I had to build my own name. That meant learning the business side, focusing on patient experience, and making sure every patient feels valued. People may find you for your credentials, but they return because of how you made them feel.

Knowing When to Say No

Dr. Barbara Hales (09:00)
You’ve mentioned turning down procedures when they’re not needed. Why is that important?

Dr. Safoora Zaka (09:15)
Saying no is part of patient care. Safety always comes first. If someone wants a treatment they don’t need, I’ll be the first to tell them. That honesty builds long-term trust and protects their well-being.

Building Through Marketing and Social Media

Dr. Barbara Hales (14:00)
How did you market your practice early on?

Dr. Safoora Zaka (14:15)
I started small, working multiple jobs to support my business. I focused on building a website, using Google and SEO, and eventually turned to Instagram and TikTok. Social media wasn’t something I loved, but it worked—it helped people see my work and trust me.

Advice for Physicians Ready to Reinvent

Dr. Barbara Hales (20:00)
What would you say to a doctor thinking about a career shift?

Dr. Safoora Zaka (20:15)
Don’t do it just because you’re burnt out. Do it because you’re passionate. Passion is what gets you through the challenges. Learn, grow, and build something that aligns with your purpose.

Closing

Dr. Barbara Hales (21:58)
This has been a powerful conversation about passion, reinvention, and patient care. Thank you, Dr. Safoora Zaka, for joining us today.

Dr. Safoora Zaka (22:10)
Thank you so much, Barbara. It’s been a pleasure.

Conclusion

This has been another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales. Until next time—take care and keep sharing your story with the world.

The post Reinventing the Doctor’s Journey first appeared on The Medical Strategist.

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In this episode of Marketing Tips for Doctors, host Dr. Barbara Hales sits down with Mickie Kennedy founder of eReleases, to uncover how doctors and medical practices can use public relations (PR) to build credibility, attract patients, and stand out in an increasingly noisy digital landscape.

Mickey shares how earned media—being featured by journalists rather than paying for ads—can be the most powerful form of trust-building. He explains what makes a story newsworthy, how to craft press releases that journalists actually want to cover, and why a strategic approach beats spray-and-pray publicity every time.

If you’ve ever wondered how to get your name in the news without spending a fortune—or how to tell your story in a way that patients and the press will care about—this episode is your PR masterclass.

Key Takeaway:
“When a journalist writes about you, it’s the ultimate form of trust. You can’t buy that kind of credibility.” – Mickie Kennedy

Connect with Mickie Kennedy:

• Website: https://www.ereleases.com
• Free Strategy Video: https://www.ereleases.com/plan
• LinkedIn: https://www.linkedin.com/company/ereleases/

Connect with Barbara Hales: 

• • Twitter: @DrBarbaraHales
  • Facebook: facebook.com/theMedicalStrategist
  • Business website: www.TheMedicalStrategist.com
  • Show website: www.MarketingTipsForDoctors.com
  • Email: info@TheMedicalStrategist.com
  • YouTube: @barbarahales

  • LinkedIn: linkedin.com/in/barbarahalesBooks: 

  • Content Copy Made Easy

  • 14 Tactics to Triple Sales
  • Power to the Patient: The Medical Strategist

TRANSCRIPTION  (217)

Welcome and Introduction

Dr. Barbara Hales (00:02)
Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales, and today we have with us Mickie Kennedy. Mickey is the founder of eReleases, a company that has been helping small businesses, authors, and startups increase their visibility and credibility through press releases for more than 27 years. He’s an expert in helping professionals—including physicians—gain national attention through earned media. Mickey lives in the Baltimore area. Welcome to the show, Mickey!

Mickie Kennedy (00:55)
Thanks for having me, Barbara.

From Poetry to Public Relations

Dr. Barbara Hales (00:57)
Tell me, how did you get involved in the world of PR?

Mickie Kennedy (01:01)
It’s kind of an odd story. About 30 years ago, I had just finished my MFA in creative writing—specifically poetry—and started working at a telecom research startup as employee number three. Because I had a writing background, they asked me to write press releases and send them to the media. I had no idea what I was doing, but I dove in and learned quickly. That’s what sparked everything that eventually became eReleases.

The Turning Point: Discovering the Power of Storytelling

Dr. Barbara Hales (03:05)
Why should a doctor or medical practice care about press releases, and what impact can they have on patient growth or credibility?

Mickie Kennedy (03:20)
The biggest impact is credibility. When journalists write about you, it’s not paid promotion—it’s earned media. That makes it incredibly powerful. Being featured in a news article sends a signal of trust to your audience that paid ads can’t match. It elevates you in your industry and gives your practice third-party validation. That kind of exposure builds authority faster than almost anything else.

Building eReleases and Early PR Lessons

Dr. Barbara Hales (04:28)
Before we go deeper, tell us how your early experience led to founding eReleases.

Mickie Kennedy (04:46)
Back then, we distributed press releases via fax. It was incredibly time-consuming—I’d spend two days sending 150 faxes. When I realized journalists weren’t responding, I started analyzing what they actually wrote about. That’s when I discovered the magic of storytelling and the story arc. Once I began injecting stories into the data we had, everything changed. My releases got picked up by The Economist, Wall Street Journal, Financial Times, and more. That success led me to launch eReleases in 1998 to help others do the same.

What Makes a Story Newsworthy for Doctors

Dr. Barbara Hales (09:47)
How can a physician tell when their story is something the media will care about?

Mickie Kennedy (09:55)
You need to ask: Will this entertain, educate, or delight an audience? Journalists act as gatekeepers—they want stories that will interest their readers. For doctors, that might mean sharing a patient success story (while respecting privacy), explaining a new treatment approach, or offering expert insight into a medical trend. If it’s interesting, informative, or relatable, it’s newsworthy.

How to Turn Cases into Compelling PR Stories

Dr. Barbara Hales (11:44)
A story can be shared without revealing patient identities, right?

Mickie Kennedy (11:52)
Exactly. You can say, “I treated a marathon runner in his 40s who was told he’d never run again—but after surgery and therapy, he’s back jogging.” You don’t need names for the story to have impact. The human element connects people, not identity.

What Separates Ignored Press Releases from Viral Ones

Dr. Barbara Hales (13:13)
What’s the difference between a press release that gets ignored and one that earns coverage?

Mickie Kennedy (13:24)
Most press releases fail because they’re announcements, not stories. Journalists want insights, not ads. Focus on story-based releases, industry blind spots, contrarian opinions, or original surveys. For example, if every doctor is saying one thing, and you have a data-backed counterpoint, journalists will come to you for balance.

AI in PR: Tool or Threat?

Dr. Barbara Hales (16:31)
What’s your take on AI-written press releases? Can they replace human storytelling?

Mickie Kennedy (16:44)
AI can’t replace human strategy. It’s great for writing structure but terrible at picking the right angle. You should come to AI with your topic and direction already decided. Then use it to refine, reword, and strengthen your release. And never forget to include a great quote—strong, emotional quotes often make the difference between coverage and being overlooked.

First Steps for Doctors Getting Started with PR

Dr. Barbara Hales (19:06)
What’s one simple thing a doctor can do this week to start getting noticed by the media?

Mickie Kennedy (19:15)
Start local. Identify five or six journalists in your area who cover health or community topics. Send them a friendly email introducing yourself and a story idea. Then follow up by phone. Local reporters love having reliable experts they can call for quotes, and one small feature can often snowball into national media attention.

Closing and Free Resources

Dr. Barbara Hales (21:09)
This has been a fascinating conversation, Mickey. Where can listeners learn more from you?

Mickie Kennedy (21:21)
I offer a completely free PR strategy video at ereleases.com/plan. It’s under an hour and walks you through how to find strategic story ideas that journalists actually want to cover.

Dr. Barbara Hales (21:58)
Fantastic. And don’t worry if you missed that link—it’ll be in the show notes. Thank you again, Mickey, for joining us today.

Conclusion

Dr. Barbara Hales (22:10)
This has been another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales. Until next time—take care and keep sharing your story with the world.

The post PR Secrets for Doctors first appeared on The Medical Strategist.

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Are you spending hours every night buried in patient charts long after the last appointment? You’re not alone. The average doctor now spends nearly 2 hours on documentation for every hour of patient care — fueling burnout, frustration, and even early retirements.

But what if you could reclaim 2–3 hours every day without sacrificing patient care? What if technology could help you finish your notes before leaving the office — and let you be home for dinner again?

In this episode of Marketing Tips for Doctors, host Dr. Barbara Hales explores how artificial intelligence (AI) is transforming healthcare documentation. Through real stories and case studies, she shows how physicians are reducing charting time by up to 70%, improving patient satisfaction, and rediscovering the joy of medicine.

Whether you’re skeptical about AI or already curious about integrating it into your practice, this episode will give you practical steps to get started — and proof that AI won’t replace doctors… but doctors who use AI well will thrive.

Key Takeaways:   

“AI won’t replace doctors — but doctors who use AI will reclaim time, reduce burnout, and reconnect with their purpose.” – Dr. Barbara Hales

Connect with Barbara Hales:  

• • Twitter: @DrBarbaraHales
  • Facebook: facebook.com/theMedicalStrategist
  • Business website: www.TheMedicalStrategist.com
  • Show website: www.MarketingTipsForDoctors.com
  • Email: info@TheMedicalStrategist.com
  • YouTube: @barbarahales

  • LinkedIn: linkedin.com/in/barbarahalesBooks: 

  • Content Copy Made Easy

  • 14 Tactics to Triple Sales
  • Power to the Patient: The Medical Strategist

TRANSCRIPTION:    (216)

[00:11] Opening: The documentation dilemma in medicine
Barbara sets the stage by addressing one of the biggest pain points in healthcare today — overwhelming documentation demands. She highlights how physicians spend more time typing than talking to patients and how this imbalance fuels burnout. The question she poses: What if you could get that time back?

[01:20] AI is transforming healthcare workflows
Barbara explains how AI is no longer a futuristic idea — it’s already being used to transcribe patient visits, summarize notes, and organize information. This isn’t about replacing doctors; it’s about empowering them. With AI handling routine tasks, physicians can reclaim hours every day and focus on patient care.

[02:05] Case study: Dr. Patel reclaims her evenings
Barbara shares the story of Dr. Patel, a pediatrician who used to spend three extra hours each night finishing charts. After integrating an AI scribe tool, her notes were completed before she left the clinic. One patient even remarked, “It’s so nice to see you looking at me instead of the computer,” illustrating how AI enhances both efficiency and patient relationships.

[03:10] How AI works: Four key ways it saves time
Barbara breaks down how AI streamlines workflows: it transcribes patient conversations, summarizes complex histories, suggests smart templates for plans, and automates follow-ups and refills. Instead of typing everything, doctors simply review and approve — reducing documentation time by 50–70%.

[04:20] Case study: Dr. Rodriguez wins back family time
Dr. Rodriguez spent late nights charting — until his teenage daughter told him he was “always at work.” After implementing AI tools, he set a new rule: no unfinished charts leave the clinic. The result? He now spends dinners with his family instead of his laptop. AI gave him more than just hours — it gave him moments that matter.

[05:20] Practice-wide results: A clinic transforms with AI
Barbara highlights a multi-physician practice that adopted AI and saw documentation time drop by 60%. After-hours charting fell from 2.5 hours to just 20 minutes, burnout decreased, and patient satisfaction soared. As one director put it: “This technology didn’t just save us time — it saved our practice.”

[06:33] Case study: Dr. Lee rediscovers the joy of medicine
A surgeon on the brink of quitting rediscovered his passion after implementing AI note-taking. Freed from tedious paperwork, Dr. Lee spent more time mentoring and connecting with patients. One patient told him, “You’re the first doctor who sat with me and explained things slowly.” AI didn’t create distance — it created deeper human connection.

[07:30] Five action steps to reclaim 2–3 hours a day
Barbara shares a simple plan to integrate AI into your workflow:

1. Test one transcription tool on five patients.
2. Batch-edit notes instead of typing from scratch.
3. Use smart templates for frequent conditions.
4. Let AI draft responses to routine messages.
5. Finish notes before leaving the clinic.
   These small shifts can reclaim 10–15 hours per week.

[08:31] Medicine without sacrifice: Why AI matters now
Barbara emphasizes that physicians no longer have to choose between quality care and personal time. With AI handling the repetitive work, doctors can deliver better care while protecting their well-being. It’s not about doing more — it’s about doing what matters most.

[09:14] How to get started: Choosing the right AI tools
Barbara advises listeners to start by exploring whether their current EHR already includes AI features. If not, third-party options are widely available. She also offers guidance on evaluating these tools and integrating them seamlessly into existing workflows without disruption.

The post AI-Saving time, Reclaiming Lives first appeared on The Medical Strategist.

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In this episode of Marketing Tips for Doctors, host Barbara sits down with Chris Pantel, co-founder of Linkify, a digital PR and link-building agency that specializes in helping health brands and clinicians secure editorial features in some of the world’s top publications. Chris went from running a family fish & chip shop to landing clients backlinks in outlets like Forbes, BBC, and New York Times. His unique journey, paired with his deep SEO and PR expertise, makes him the perfect guide for doctors who want to grow patient numbers while boosting credibility and search rankings.

In today’s digital-first world, patients aren’t just searching for doctors—they’re searching for trust. How can medical professionals cut through the noise of AI search engines, online directories, and countless clinics competing for attention? How do you build authority online when your expertise isn’t always visible?

If you’ve ever wondered how media mentions drive real patient growth, why being “featured in” major outlets is worth its weight in gold, and how to start pitching journalists effectively—this episode is packed with insights you can apply right away.

Key Takeaway:

“Being quoted in WebMD or Healthline is the digital equivalent of a Shark Tank badge—its instant trust for your patients.”– Chris Pantel

Connect with Chris Pantel:

• Website: https://www.linkifi.io/
• X: https://x.com/Linkifi_

Connect with Barbara Hales: 

• Twitter: @DrBarbaraHales
• Facebook: facebook.com/theMedicalStrategist
• Business website: www.TheMedicalStrategist.com
• Show website: www.MarketingTipsForDoctors.com
• Email: Barbara@TheMedicalStrategist.com
• YouTube: barbarahalesmd
• LinkedIn: linkedin.com/in/barbarahales

Books: 

• Content Copy Made Easy
• 14 Tactics to Triple Sales
• Power to the Patient: The Medical Strategist

TRANSCRIPTION: (215)

Welcome and Introduction

Dr. Barbara Hales (00:02) Welcome to another episode of Marketing Tips for Doctors.

I’m your host, Dr. Barbara Hales, and today we have with us Chris Pantel, co-founder of Linkify, a digital PR and link-building agency that helps brands secure high-quality editorial backlinks. With a background in SEO and digital marketing, Chris has built a reputation for creating innovative campaigns that drive visibility and growth, while also exploring the role of AI in shaping the future of online marketing. Welcome to the show, Chris.

Chris Pantel (00:33) Thank you, Barbara. It’s a pleasure to be here.

From Fish & Chips to Forbes

Dr. Barbara Hales (01:00): Your path into digital PR is quite unique. How did you get started?

Chris Pantel (01:14) I actually started out running my family’s fish and chip shop. After reading about bloggers making money online, I launched a personal finance blog. That’s when I discovered backlinks and began pitching journalists through HARO. Soon, I was winning links from outlets like BBC, Forbes, and New York Times. When my now business partner saw what I was doing, Linkify was born organically from there.

Why Doctors Have an Edge in PR

Dr. Barbara Hales (03:03) What does digital PR mean for doctors, clinics, and health brands?

Chris Pantel (03:21) Doctors and clinicians are in a wonderfully unique position. They’re credentialed experts, and journalists actively seek them out to add credibility to their articles. By responding to media requests with thoughtful commentary, doctors can land powerful backlinks, elevate their authority, and grow their patient base.

The ROI of Media Mentions

Dr. Barbara Hales (04:44) What’s the value of being featured in outlets like Healthline or WebMD?

Chris Pantel (05:00) It’s twofold. First, you get the SEO benefit of quality backlinks. Second, you gain instant credibility with patients. Think of it like the “Shark Tank effect”—brands proudly display ‘As Featured In’ badges. For doctors, being quoted in WebMD or Healthline builds trust before patients even step into your office.

How to Start Pitching Journalists

Dr. Barbara Hales (06:37) HARO used to be the primary source. What’s the landscape now?

Chris Pantel (07:01) HARO is still active and unrestricted, and so is SOS (Source of Sources). Both deliver journalist requests straight to your inbox three times a day. If you’re a qualified expert, you can pitch directly. The key is to provide precisely what they ask for—short, precise, and valuable answers. That’s how you get noticed.

Inbound vs. Outbound PR

Dr. Barbara Hales (07:30) Can doctors pitch their own story ideas, too?

Chris Pantel (07:52) There are two types of digital PR: inbound and outbound. Inbound is when you respond to journalists’ requests—that’s the best place to start. Outbound is when you pitch your own ideas. But my advice is: nail inbound first, build relationships, and once you’ve gained trust, then you can pitch original stories.

Journalists’ Needs and AI Search

Dr. Barbara Hales (09:52) What do journalists really want from health experts?

Chris Pantel (10:00) They’re usually not after groundbreaking discoveries. They want qualified experts to validate points or dispel myths. And with AI search engines like ChatGPT and Perplexity, this has never been more important. Mentions in authoritative outlets are now trust signals that help both patients and algorithms decide who to recommend.

Two Tips to Implement Right Away

Dr. Barbara Hales (10:44) What practical advice can our listeners apply today?

Chris Pantel (11:00) First, get PR ready—make sure your website clearly shows who you are, your qualifications, and why you’re credible. Second, don’t get discouraged. You won’t win every pitch, but persistence pays off. That first media feature is the hardest—after that, momentum builds.

Closing Thoughts

Dr. Barbara Hales (12:20), Chris, thank you for sharing these valuable insights. Where can our listeners connect with you?

Chris Pantel (12:29) You can visit my website at www.linkify.agency or connect with me on LinkedIn. We share a ton of resources, frameworks, and practical tips to help doctors and health brands grow through digital PR.

Dr. Barbara Hales (12:50) Fantastic. This has been another episode of Marketing Tips for Doctors with our guest, Chris Pantel. Until next time—bye!

The post How Media drives Rankings first appeared on The Medical Strategist.

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In this episode of Marketing Tips for Doctors, host Dr. Barbara Hales dives deep into the power of branding for chiropractors. With her trademark clarity and passion for helping practices grow, Barbara unpacks why branding matters, how to define your specialty, and how to use stories—not just services—to create a thriving and memorable practice.

When most people hear “chiropractor,” they instantly think of back pain. But modern chiropractic care goes far beyond that—pediatrics, sports, fertility, neurology, geriatrics, even animal care. The problem? Without a clear brand, patients see you as just another option in a crowded field.

If you’ve ever wondered:

• Why do some chiropractors attract loyal referrals while others blend into the background?
• How can you position your practice so patients instantly know you’re the right doctor for them?
• What stories and strategies actually make a chiropractic brand unforgettable?

Key Takeaways: 

“Your brand is the promise you make. It’s the feeling patients get when they think about you.” – Dr. Barbara Hales

Connect with Barbara Hales: 

• Twitter: @DrBarbaraHales
• Facebook: facebook.com/theMedicalStrategist
• Business website: www.TheMedicalStrategist.com
• Show website: www.MarketingTipsForDoctors.com
• Email: Barbara@TheMedicalStrategist.com
• YouTube: TheMedicalStrategist
• LinkedIn: linkedin.com/in/barbarahales

Books: 

• Content Copy Made Easy
• 14 Tactics to Triple Sales
• Power to the Patient: The Medical Strategist

TRANSCRIPTION:  (213)

[00:11] Opening: The power of video for doctors
Barbara sets the stage by introducing the importance of video and community-driven content. She emphasizes how patients are craving authentic connection from their doctors and how video builds trust before the first appointment.

[01:20] Why video matters more than ever
Backed by statistics from HubSpot, Barbara explains that 91% of consumers want more video content, and videos on landing pages can boost conversions by 86%. For doctors, this means video is no longer optional—it’s the format patients trust most.

[02:45] Case study: Dr. Sarah’s Mom Talk Mondays
Barbara shares how a pediatrician used short weekly videos to connect with moms in her town. After six months, her patient volume grew by 38%, and moms felt like they already “knew” her. This demonstrates how simple, relatable video builds both trust and patient loyalty.

[04:01] Six proven video formats for doctors
Barbara outlines practical video styles that work without high production costs: patient education, behind-the-scenes day-in-the-life clips, myth-busting shorts, FAQ series, patient testimonials, and seasonal health tips. She notes that hosting videos on your website also boosts SEO authority.

[06:10] What is community-driven content?
Community-driven content involves shaping your content around your audience—through Q&As, polls, comment-reply videos, and social media Lives. Barbara explains how this builds “psychological proximity,” making patients feel closer to you, which drives trust and referrals.

[07:45] Case study: Dr. Lin’s Skin School
Barbara highlights Dr. Lin, a dermatologist who created a weekly video series called Skin School. By answering patient questions and offering holistic insights, she grew her Instagram following to 15,000, built a three-month waitlist, and expanded her practice—all without ads.

[09:10] Case study: Dr. Ahmed’s family connection
A cardiologist posted a video about heart-healthy diets, which inspired a patient’s grandson to create a thank-you video. It went viral, generating 3,000+ shares and reinforcing that authentic, relatable content goes beyond medicine—it creates community and transformation.

[10:40] Overcoming common objections to video
Barbara tackles excuses like “I don’t have time,” “I’m not techy,” or “I’m camera shy.” She provides practical fixes—recording short clips on your phone, using simple apps like Canva, or imagining you’re just talking to one patient. The key: done is better than perfect.

[12:25] How to get started today
She gives a step-by-step starter plan: choose three topics you already discuss daily, record a 60-second video on one, post it to your platform of choice, and end by asking a question. Repeat weekly to build consistency, trust, and visibility.

[13:20] Closing: Building trust with video
Barbara reminds listeners that video isn’t about becoming a social media celebrity—it’s about becoming the doctor your community knows, trusts, and recommends. By showing up consistently, doctors showcase the human side of healing and grow stronger patient relationships.

The post Podcast Branding for Chiropractors first appeared on The Medical Strategist.

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Are you tired of spending money on marketing that never seems to turn into patients? Many doctors and practice owners waste thousands of dollars chasing vanity metrics—like impressions, clicks, and reach—only to end up frustrated, broke, and no closer to filling their schedules. What if you could finally run ads that actually convert into appointments?

In this episode of Marketing Tips for Doctors, host Dr. Barbara Hales sits down with John Sanders, founder of RevKey, who has helped hundreds of medical professionals—from therapists to dentists—transform their marketing by focusing on conversions that count. Blunt, transparent, and refreshingly honest, John has spent over 7 years building systems that help doctors stop wasting money and start growing sustainable practices with Google Ads.

If you’ve ever wondered why your ads aren’t working, how much you should really budget, or how to avoid Google’s costly “suggestions,” this episode will change how you look at digital advertising for your practice.

He highlights several common areas that often undermine marketing success for medical practices:

• Lack of Patience with Campaigns: Many doctors expect instant results from Google Ads, but real data and optimization require 3–6 months before clear ROI can be measured.
• Unprepared Websites and Intake Systems: Sending traffic to poorly designed service pages or weak onboarding processes leads to wasted ad spend, even if the ads themselves are effective.
• Blindly Following Google’s Suggestions: Google prioritizes its revenue over your success. Accepting automated recommendations—especially in regulated medical fields—can create compliance risks and irrelevant traffic.
• Unrealistic Budgeting: Doctors often underestimate the monthly investment required. In competitive cities, $1,500+ per month is the baseline, and failing to budget properly means campaigns fizzle before gaining traction.

Key Takeaway:

“Even the best ads can’t fix a broken intake system. If calls aren’t answered, your marketing dollars are wasted.” – John Sanders

Connect with John Sanders:

Website: https://www.revkey.com/

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (212)Welcome and Introduction

Dr. Barbara Hales (00:02): Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales, and today we have with us John Sanders. If you’re tired of agencies that talk metrics but don’t deliver patients, John can change that. As the founder of RevKey, he has helped hundreds of practice owners move beyond vanity metrics and focus on what matters most—conversions that count. Specializing in healthcare marketing, particularly for therapists, dentists, and chiropractors, John brings blunt transparency and proven systems to turn ad spend into real appointments.

John Sanders (00:22): Thanks for having me, Barbara.

Getting Started in Google Ads

Dr. Barbara Hales (01:18): How did you get started in this?
John Sanders: With a background in marketing, John first worked in dental-focused advertising before launching RevKey. Over the past seven years, he’s built a reputation for helping medical professionals grow sustainable practices with Google Ads, particularly in mental health.

Why Google Ads for Doctors?

Dr. Barbara Hales (02:54): Why Google Ads over other ad types?
John Sanders: Google Ads meet patients where they’re searching—on Google, YouTube, and Gmail—making them ideal for new practices without strong SEO. Unlike social media ads, which interrupt people during leisure time, Google captures patients with intent, ready to book.

Common Mistakes in Google Ads

Dr. Barbara Hales (03:47): What are common mistakes people make?
John Sanders: He highlights three:

1. Impatience—expecting instant results before enough data is collected.
2. Unprepared websites and intake systems often result in traffic being sent to generic service pages or hindered onboarding.
3. Blindly following Google’s suggestions—which may lead to compliance issues, wasted spend, or inaccurate claims in ads.

Budgeting for Results

Dr. Barbara Hales (07:30): What should doctors expect to spend?
John Sanders: Costs vary by market. Clicks typically range from $3 to $15, meaning budgets in competitive areas like New York start around $1,500/month. Smaller markets may spend less, but practices must plan realistically for sustained campaigns.

Measuring Conversions

Dr. Barbara Hales (09:17): How do you measure results?
John Sanders: Success isn’t traffic—it’s leads. His baseline metric: 5% of ad clicks should become conversions, whether that’s form fills, calls, or scheduled appointments. Tracking these actions ensures ad dollars translate into patients.

Importance of Onboarding

Dr. Barbara Hales (10:34): How important is onboarding?
John Sanders: Extremely. Even strong campaigns can collapse if staff fail to answer calls or follow up with leads. He sometimes audits client intake spreadsheets to pinpoint where potential patients drop off.

AI in Patient Communication

Dr. Barbara Hales (12:59): Can AI help with intake gaps?
John Sanders: Yes. AI bots are increasingly capable of handling simple tasks like scheduling dental cleanings, though complex medical conversations still require human empathy.

Rules for Medical Ads

Dr. Barbara Hales (13:36): What special rules apply to healthcare ads?
John Sanders: HIPAA compliance limits remarketing and restricts certain personalized ads. While Google was once stricter, it has relaxed some guidelines in recent years. Still, practices must tread carefully.

Tips for New Practices

Dr. Barbara Hales (15:00): What if a doctor is new in town?
John Sanders: Launch Google Ads immediately to generate patients while SEO builds over time. At the same time, prioritize community networking and referrals, especially for services that patients rarely self-search (like immigration or bariatric psychological evaluations).

Google Ads vs. Facebook Ads

Dr. Barbara Hales (18:25): Are Google Ads more effective than Facebook Ads?
John Sanders: Yes. Google captures intent—patients searching “therapy near me” are ready to book. Facebook can help with brand awareness, but often fails to generate meaningful conversions for small practices.

Closing Remarks

Dr. Barbara Hales (19:34): Thank you for joining us today.
John Sanders: Practices should remember: Google Ads drive 75% of Google’s revenue, and with 35 searches on Google for every one done in AI, search engines aren’t going away. Doctors who master ads today will thrive in the years ahead.

The post From Clicks to Dr. appointments first appeared on The Medical Strategist.

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In this inspiring episode of Marketing Tips for Doctors, host Dr. Barbara Hales explores how video and community-driven content are transforming the way physicians attract, engage, and retain patients. If you’ve ever felt invisible online, frustrated by cancellations, or worried that your practice blends into the crowd, this episode shows you how to stand out.

You’ll hear three powerful case studies—including a small-town pediatrician who grew her patient volume by 38%, a dermatologist who built a three-month waitlist without paid ads, and a cardiologist whose content sparked lifestyle changes across generations. Along the way, Dr. Hales breaks down six proven video formats, strategies for creating authentic patient connections, and practical solutions to overcome objections like time, tech, and camera shyness.

If you’ve ever wondered whether showing up on video as your authentic self could really make a difference for your practice, this episode is your guide.

Key Takeaways:

“Video is not about becoming a social media star—it’s about becoming the doctor your community trusts and recommends.” – Dr. Barbara Hales

Connect with Barbara Hales:

• Twitter: @DrBarbaraHales
  Facebook: facebook.com/theMedicalStrategist
  Business website: www.TheMedicalStrategist.com
  Email: info@TheMedicalStrategist.comYouTube: TheMedicalStrategist
  LinkedIn: www.linkedin.com/in/barbarahalesBooks:
  Content Copy Made Easy
  14 Tactics to Triple Sales
  Power to the Patient: The Medical Strategist

TRANSCRIPTION: (211)

[00:11] Dr. Barbara Hales (Opening)
Sarah, welcome to Marketing Tips for Doctors, the podcast where we explore the tools, strategies, and stories that help you attract more patients, improve your visibility, and grow a thriving practice. I’m your host, Dr. Barbara Hales—a physician, marketer, and lifelong advocate for private practice success.

Today’s topic is incredibly powerful and timely: video and community-driven content. We’ll explore how to build trust, grow visibility, and attract loyal patients using video. If you’ve ever wondered whether showing up on camera as your authentic self actually makes a difference, this episode is for you.

[01:20] Why Video Matters
Let’s begin with the facts. Video isn’t just a trend—it’s the most consumed and most trusted content format online. According to HubSpot, 91% of consumers want to see more video from brands. Videos on landing pages can increase conversions by 86%, and 72% of people say they’d rather learn about a service via video than text.

For doctors, this means patients want to see your face, hear your voice, and feel your empathy—not just your credentials.

[02:45] Case Study: Dr. Sarah’s Mom Talk Mondays
Take the example of Dr. Sarah, a pediatrician in a small Midwestern town. She began recording short weekly videos called “Mom Talk Mondays.” They weren’t flashy—no studio, just her phone, a warm smile, and relatable topics like soothing teething pain, the truth about fevers, and when not to rush to urgent care.

After six months, her patient volume grew by 38%. New moms came in saying, “I feel like I already know you.” More importantly, the tone of her visits changed—patients were calmer, more trusting, and more open. Dr. Sarah didn’t just attract patients; she created community.

[04:01] Six Proven Video Formats for Doctors
You don’t need Hollywood-level production. What you need is clarity over complexity, consistency over perfection, and connection over production. Here are six proven formats for your videos:

1. Patient education—explains symptoms, treatments, and preventive care.
2. Day in the life—show behind-the-scenes glimpses of your practice.
3. Myth-busting shorts—dispel common misconceptions.
4. FAQ series—answer the questions you hear daily.
5. Testimonials—with permission, share brief patient success stories.
6. Seasonal tips—cover timely health advice, such as flu shot myths or summer safety.

Bonus tip: Hosting videos on your website also boosts SEO authority.

[06:10] Community-Driven Content Explained
Now let’s move into community-driven content—content shaped by your audience and made for them. Examples include Q&As, polls, staff shoutouts, comment-reply videos, and live streams on Instagram or Facebook.

This builds what marketers call psychological proximity: patients feel close to you even if they’ve never met you. And when patients feel that closeness, they’re more likely to trust you, keep appointments, and recommend you to others.

[07:45] Case Study: Dr. Lin’s “Skin School” Series
Consider Dr. Lin, an integrative dermatologist in Florida. She struggled to differentiate her holistic dermatology practice. So she began posting weekly videos called Skin School. Her topics included “Why your acne might not be hormonal”, “Five foods that make rosacea worse”, and “What your skin says about your gut.”

At the end of each video, she invited questions: “Got a question? Leave it in the comments. I’ll answer one every Friday.”

Within a year, she gained over 15,000 Instagram followers, built a three-month waitlist, and even hired a part-time nurse practitioner—all without paid ads.

[09:10] Case Study: Dr. Ahmed’s Community Story
Here’s another powerful story. Dr. Ahmed, a cardiologist in New Jersey, posted a video about heart-healthy diets. A patient’s grandson responded with a thank-you video, saying, “Dr. Ahmed, thank you for helping my grandpa. He stopped eating salty chips after we watched your video together. Now he even walks with me, and we both feel stronger.”

That single video was shared over 3,000 times. It wasn’t just medical advice—it was family, community, and transformation in action.

[10:40] Overcoming Common Objections
Many doctors tell me why they “can’t” do video. Here’s how to overcome the most common objections:

• I don’t have time. → Record short, two-minute videos while walking to your car.
• I’m not techy. → Use your phone and simple apps like Canva, or outsource editing.
• I’m camera-shy. → Imagine you’re talking to just one patient, or start with audio and slides.
• I’m worried about HIPAA. → Never share patient details unless you have written consent. Keep it general.

Done is always better than perfect.

[12:25] Getting Started Today
Here’s how you can begin right now:

• Pick three video topics you already discuss daily with patients.
• Record a short, 60-second video on one of them.
• Post it on one platform—Instagram, YouTube Shorts, Facebook, wherever you’re comfortable.
• End the video by asking a question to encourage engagement.

Repeat weekly and you’ll start building trust and community with every post.

[13:20] Dr. Barbara Hales (Closing)
If you want to build trust before your patient even walks through the door…if you want to stop relying only on insurance directories…if you want your name to be remembered…then start showing up.

Video and community-driven content aren’t about becoming a social media star. They’re about becoming the doctor your community knows, trusts, and recommends.

Until next time—keep connecting, keep sharing, and keep showing the human side of healing. I’m Dr. Barbara Hales, and this has been Marketing Tips for Doctors.

The post How Doctors Win With Video first appeared on The Medical Strategist.

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In this powerful episode of Marketing Tips for Doctors, host Dr. Barbara Hales explores how AI is transforming the healthcare landscape in practical, life-changing ways. From improving patient education and optimizing hospital operations to empowering small clinics with cost-effective tools, Barbara breaks down what AI can do for your practice today.

You’ll hear two heartwarming stories and two real-world case studies—including Cleveland Clinic’s 30% organic traffic boost and Mayo Clinic’s dramatic scheduling improvement—plus actionable strategies for integrating AI responsibly. If you’ve ever wondered how to harness AI without losing the human touch, this episode is your guide

Key Takeaways.

Use AI to improve—not replace—human connection: Focus on tools that make content more patient-centered and processes more efficient.

Connect with Jeff Greenfields:

Website: https://provalytics.com/

LinkedIn: https://www.linkedin.com/company/provalytics/

Instagram: https://www.instagram.com/provalytics/

YouTube: https://www.youtube.com/@provalytics

Twitter: https://x.com/provalytics

Facebook: https://www.facebook.com/provalytics

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

Transcription (210)Timestamps & Detailed Talking Points

[00:02] Why AI in healthcare isn’t about replacing people—but partnering with them:
Barbara opens by addressing the big fear: Will AI take over healthcare jobs? She reassures listeners that AI’s true role is as a supportive partner, not a replacement. Instead of removing the human touch, AI can actually make care more human by eliminating inefficiencies, freeing up time, and enabling better communication. This sets the tone for an episode focused on empowerment rather than fear.

[01:01] Three major ways AI is changing healthcare:
Now, I know AI can sound intimidating. Some people imagine robots taking over or computers replacing doctors and staff, but that’s not the reality. What’s really happening is much more exciting. AI is becoming a partner—helping us to be more efficient, more creative, and even more compassionate in the way we serve patients.

In this episode, we’ll look at three areas:

• How AI is transforming content creation
• How AI is reshaping teamwork and collaboration
• How AI is empowering decision-making

Along the way, I’ll share two heartwarming stories and two real-world case studies that bring this transformation to life. So, let’s jump in.

[01:31] How AI is transforming content creation:

In the past, content creation in healthcare was slow, manual, and often didn’t match what patients were actually searching for. A writer would draft an article, a doctor would approve it, a marketer would polish it—and by the time it went live, the topic might already be outdated.

With AI, that’s changing. AI can generate first drafts in seconds, suggest SEO-friendly keywords patients are already typing into Google, personalize messages for different patient segments, and even translate into multiple languages instantly. Think about that for a second—AI isn’t just making content faster, it’s making it smarter and more human-centered.

[02:40] Cleveland Clinic case study: Improving patient trust through AI-driven content:

One great example is the Cleveland Clinic. They realized patients were Googling symptoms and health information long before setting foot in the hospital. However, their educational materials weren’t appearing in searches because they didn’t align with how people actually asked questions.

So they turned to AI-driven content optimization. The system analyzed what patients were searching for—phrases like “Why am I so tired?” or “How to tell if chest pain is serious?” Then their writers used those insights to create content that answered those exact questions.

Within a year, the Cleveland Clinic saw a 30% increase in organic traffic to its health library pages. But more importantly, patients began to say:
“I trust Cleveland Clinic because when I search online, they give me answers I can actually understand.”

This is where AI shines—it’s not about replacing medical expertise. It’s about making that expertise accessible and discoverable to the people who need it most.

[04:12] Heartwarming story: A grandmother, her diabetic grandson, and AI-powered education:

Here’s a story that shows just how personal AI-driven content can be. A small clinic in rural Tennessee didn’t have big budgets or large staff—just three providers and a few nurses serving their community.

One of their patients, Maria, was a grandmother raising her 10-year-old grandson. He had recently been diagnosed with type 2 diabetes. Maria cared deeply for him, but she admitted to the doctor:
“I don’t understand these instructions. I’m scared I’ll mess this up.”

The clinic had just adopted an AI-powered patient education tool. Instead of handing her a dense pamphlet full of medical jargon, they used AI to instantly create a clear, easy-to-read plan in both English and Spanish. It included pictures of simple meals—foods her family actually cooked at home.

Two months later, Maria returned with her grandson, smiling. She said:
“I finally understand what he can and cannot eat. We’re cooking differently now, and he’s feeling better. His sugars are coming down.”

AI didn’t feel like technology to her—it felt like someone finally listened. It turned medical instructions into something she could act on with love.

[06:04] How AI is reshaping teamwork and breaking silos:

Traditionally, healthcare teams were siloed—marketing in one corner, clinicians in another, operations in yet another. Coordination was slow and often frustrating. AI is changing that.

With shared dashboards, predictive analytics, and automated workflows, AI gives everyone access to the same insights. Marketers and analysts can collaborate on patient engagement campaigns. Physicians and educators can co-create patient materials with AI support. Managers can see staffing needs in real time and adjust accordingly.

Instead of teams fighting over resources or duplicating work, AI provides a neutral data source that everyone can trust.

[07:14] Mayo Clinic case study: How AI revolutionized scheduling and reduced stress:

Take Mayo Clinic as an example. Their scheduling system used to be a nightmare—overbooking cardiology, under-booking dermatology, and patients waited weeks for appointments.

They introduced an AI-powered operations platform that unified their teams. The AI predicted patient flow, flagged bottlenecks, and suggested staff adjustments. The results were dramatic:

• 22% improvement in scheduling
• Patients were seen sooner
• Staff stress dropped significantly

Perhaps most importantly, AI gave teams a shared language of truth. Instead of debating who was right, they could look at the data together and make decisions faster. That’s a cultural shift AI made possible.

[08:40] The acne story: How a small practice used AI to change a teenager’s life:

Now let’s talk about a small dermatology practice in Florida. They didn’t have a budget for a big marketing team, so they turned to an AI social media assistant. One of the first posts it suggested was a friendly carousel: “5 Myths About Teen Acne.”

A few weeks later, a mother brought her 15-year-old daughter to the clinic. She quietly told the receptionist:
“We came because of that acne post. My daughter has been so embarrassed about her skin that she wouldn’t even look in the mirror. But when she read your post that said acne isn’t her fault, she finally felt brave enough to come in.”

The dermatologist treated her, and within months, her skin improved dramatically. At her follow-up visit, the girl smiled and said:
“I’m not scared to go to the school dance anymore.”

Think about that—a simple AI-generated post changed not just her skin, but her confidence, her social life, and her self-esteem.

[10:00] AI-powered decision-making: Turning guesswork into clarity:

In the past, decisions were often based on gut instinct or outdated reports. AI is rewriting the playbook. Leaders can now:

• Forecast patient flow and staffing needs with predictive analytics
• Run “what-if” scenarios for marketing campaigns or operational changes
• Analyze patient sentiment in real time through surveys and online feedback

This doesn’t mean leaders stop using their judgment. It means they can combine experience with AI-powered foresight. Decisions become clearer, faster, and less risky. And when teams trust the data, it reduces conflict and builds alignment.

[11:20] The limitations: Why AI still needs human oversight:

Of course, AI isn’t a magic wand. There are challenges:

• Bias in AI models can unintentionally exclude certain groups
• Teams need training to use AI responsibly and effectively
• Transparency is critical—decisions can’t just be because “the algorithm said so”

That’s why AI must always be paired with human oversight and compassion.

Recap: Making Healthcare More Human
AI is transforming content—making it faster, smarter, and more personal. It’s reshaping teams—breaking down silos and creating collaboration built on data. And it’s enhancing decision-making—turning guesswork into clarity.

As we’ve heard in these stories and case studies, AI isn’t about replacing people—it’s about empowering them. It’s about a grandmother who finally understood how to care for her grandson, a teenager who gained confidence, a hospital that reached more patients, a clinic that scheduled care more efficiently.

When done right, AI makes healthcare more human, not less.

Closing Thoughts
So, I want to leave you with this question:
How could AI help you deliver better care, clearer communication, or stronger teamwork in your practice?

I’d love to hear your thoughts and stories. Reach out to me—I may feature your experience in a future episode. Put it in the comments, and remember this:
AI is not the future replacing us. AI is the future partnering with us, helping us serve smarter, faster, and with more compassion.

Thank you for tuning in to Marketing Tips for Doctors. Until next time—stay visible, stay connected, and keep putting the human touch at the center of everything you do.

The post How AI Changes Medicine first appeared on The Medical Strategist.

View Details

In this episode, Dr. Barbara Hales and Jessica Jones discuss:

• Strategic Focus for Practice Growth: Jessica emphasized the importance of evaluating daily problems to focus on high-level issues that drive practice growth, rather than getting caught up in minutiae.
• Common Marketing Mistakes: The discussion highlighted frequent marketing errors made by medical practices, such as switching marketing strategies too quickly, not following up on leads, and spreading themselves too thin across multiple platforms instead of focusing on what works best.
• Diversifying Revenue Streams and Financial Planning: Jessica discusses the need for practices to have multiple offerings (not relying on a single service or device), maintain at least six months of cash flow, and carefully evaluate investments in expensive equipment.

Key Takeaways:

“For medical practices to achieve sustainable growth, practitioners should focus on high-level strategic issues rather than getting bogged down in daily minutiae, diversify their revenue streams, and consistently evaluate both internal operations and external opportunities. Making time to step outside the business and observe broader trends is crucial for long-term success.” – Jessica Jones

Connect with Jessica JonesWebsite: www.buildyourcashmedicalpractice.com

Email: jessica@buildyourcashmedicalpractice.com

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION: (209)

Dr. Barbara Hales 00:02

Welcome to another episode of marketing tips for doctors.

I’m your host, Dr Barbara Hales, and today we have with us Jessica Jones. Jessica has assisted her clients open medical clinics and reach millionaire status using her unique ability to analyze challenges and consult on methods needed to start and scale a cash medical practice, this includes help to add revenue streams, scale back to grow, do a better job of converting calls to appointments and sales and review organizational structure and overall systems for the function of the practice.

Jessica knows what it takes to open successful practices achieve your financial and growth goals, all while enjoying the ever meaningful work life balance her award winning work in advertising sales, as an advertising agency owner, medical clinic owner, and as the primary bread winner for her family, has prepared Jessica to be the greatest guide and accountability partner you could have Jessica to be, to be one with you, and as you leave frustrated and move towards a clinic, You can feel passionate about Jessica has more than 25 years of experience as both an entrepreneur and in the corporate world, leading teams of hundreds, and a master’s degree in communications With a focus on organizational development and conflict management. Welcome to the show, Jessica.

Jessica Jones 02:04

Thank you so much for having me. Wow, that’s quite an introduction. Thank you. I’m delighted to be here.

Dr. Barbara Hales 02:13

When you started in business, it was in organizational development and conflict management. How did you or why did you transition over to medical practices?

Jessica Jones 02:26

Sure. So actually, in my very young days, I worked in a large national marketing corporation where we represented media outlets, broadcast outlets, and by the time I was 24, I was their youngest executive vice president. They saw an entrepreneurial spirit, and when they when the owner, I was very lucky, when the owner of comp, the company, saw that in in an employee that he valued, he built ways to retain the employee. So I actually got that master’s degree while I was working in that area, conflict management, and organizational development. I was already by 24, I was leading the largest firm under an umbrella of seven, and then shortly thereafter, I became the manager over all of the seven divisions in the region. And so we were a company, it’s hard to understand, but we were a team, but we also competed with one another, so conflict management seemed reasonable, and organizational development is also imperative for really a number of reasons, but that’s why that focus was there, and it’s helped me throughout my life, and then later at that same organization, I was so lucky. They sent me to a program at the University of North Carolina with Dr Gerald Bell, and he’s a leadership expert, and he teaches leadership, and I attended a master’s round table with him, which was going every month for a year. And while I was there, the owner of Radio Flyer was in the mastermind, debating moving manufacturing to China and his family and everything else. And that’s a generational company.

The owner of the Biltmore was there trying to figure out how to get school districts in North Carolina to focus on serving food raised and grown in the state, to help the farmers, and also the health of the communities, and all of these other things. So it was a very diverse group of people, and also an education that, unfortunately, most people never get in their lives, and I was lucky to have it at that time in my life, because when people do get that leadership training, it’s usually, you know, you’re to get into the program you need to be a C level executive. So most people aren’t getting that education until they’re in their late 40s or early 50s. So I got it when I was 2829, so it was really special. And how. I am in all facets of my life, but that’s why that degree and then, you know, living in Philadelphia, I was working with pharmaceutical companies to help them fill clinical studies.

The company I was working with went chapter seven, as many companies did in 2008, so I was there from 94 to 2008, and so when it went chapter seven, I was very lucky, because I had no problems. And so the I continued working for the pharmaceutical companies to fill these studies, but I was working directly with the clinical study sites, and it wasn’t just a lead generator I was hired for, like, to get patients into the study, but I was working with the study sites to determine, well, what is the issue? Because I could see the leads coming in. So then I started digging into why the leads aren’t enrolling. Like, what’s happening with these patients? And then I would start to solve problems within the practice that were outside of the role that I was playing doctors, started referring me to doctors, and I built a very strong business of helping struggling practices turn into a successful practice and scale. And so then in 2012, one of the physicians that I had helped grow from, again, he had a struggling practice, and grew to, you know, 15 locations, and he was starting a new venture, and he said, You’re the business side of things. I’m the medical side of things. I know I need you. Why don’t you be my partner in this next thing? So we grew our own chain of clinics. And so from 2012 to 2015, we built our own 15 locations across the country, and we sold those. And then after we sold those, I started six of my own practices. And in 2017, I said I never wanted to own practices, not you know, I’ve always wanted to help practitioners, and so I sold my practices and went back to consulting, and have been doing that ever since. Thank thankfully.

Dr. Barbara Hales 07:10

Do you have any medical experience or background at all?

Jessica Jones 07:16

I don’t. Of course, you know, as part of what I do, I need to have some level of expertise and knowledge in what the bulk of my clients are interested in. So I do do a lot of training, but I don’t have a medical degree, and I always defer to the practitioner, but I have been able to help. You know, from 2017 to 2020, it was, you know, diabetes reversal, weight loss, men’s sexual health, female sexual health wasn’t really yet the focus, IV therapy had just started. Then 2020 hit, and I helped practices that weren’t considered essential. Switch from brick and mortar to virtual and build virtual programs. And once things started freeing up, of course, in late 2020, is when I started working with GLP one practitioners, and I have helped many, many people implement GLP ones into their practice. And then also, you know, I’d say in 2021 late 2021, mobile wound care became a high focus. So I’ve studied that and have a significant expertise in helping people work within the mobile wound care space. And so what I do, like, for example, I attend weekly compliance calls with a compliance expert to talk about what’s changing in compliance.

I get all of the puzzle pieces together that a practice would need so that I can introduce them to all the facets that they’ll need to add something to the practice, and then how to implement it, and I’ll work with the entire staff. And then, of course, how to market it, which varies based on what the offer is. But in addition to, you know, mobile wound care, the other thing is, you know, for example, for you know, I consistently get a lot of like chiropractors or mental health practitioners, and I’m willing I have the connection base at this point so that if, like, a mental health provider says to me, I want to add something, I take insurance, but I want to add something that can be cash pay, and I’ll, I’ll find The right revenue stream for them to add that fits their passion. One of the things I say to all of my clients is, if you’re not passionate about what you’re doing, it’s never going to work, because people will see that you don’t believe in what you’re trying to offer them. So you’ve I’ve got to always put people together with what they’re really going to you.

Dr. Barbara Hales 10:01

What type of secondary incomes do the mental health physicians typically add to the practice?

Jessica Jones 10:11

So it depends on the practice and where they are, but you can generate, you know, anywhere from an additional $8,000 a month to 10s of 1000s. It just depends on you, right? You know the truth? The truth is, you know, practitioners often really struggle with asking for money. It’s, I and I understand, and I think it’s great, but that’s one of the things we work on, which is really pricing and building packages and feeling good about your solving a big problem that isn’t being solved elsewhere in our insurance-based or healthcare universe in this country. So this is something that’s very much needed and very much desired, and can draw from a radius because it’s not available. It’s not widely available.

There’s one device that’s very low, low cost that I really have found has been something that a lot of practitioners have found great success with. It’s called ISS micro, current neurofeedback. It’s different than than neurofeedback in that it requires fewer sessions to achieve success and things like that, but it’s a low cost of entry and a high value to patients, because most patients notice a difference in 1233 treatments. So it’s an immediate benefit that the patients notice, and it helps depression, ASD, and anxiety. It’s a brain-based system, so it really helps any issue that starts in the brain, such as insomnia, depression, PTSD, or suicidal ideation. So it’s a great it’s a great device. So if you’ve got patient revenues, if you’ve got a patient base, of course, you know who your patients are, and you know how to reach out to those patients to either reactivate them or explain what you now have available and why it would benefit them and have them come in for an offer. But, you know, sometimes I’m working with a practice that’s just brand new and just getting started, and in that case, you do need to do, you know, certainly some you know, pay per click so that people see you in searches.

You need to do some, you know, other types of marketing. And it really, again, it depends on where you are. Certainly, social media is an important piece of the puzzle for most practices today. But don’t discount a lot of people just either forget about or they don’t like the boots on the ground, type of things where they’re out reaching to other practitioners that might have a patient who would benefit from the protocol, or other thing, you know, other types of boots on the ground outreach, like there’s a chiropractor that I work with, and they’re going out to golf, golf outings and pickleball courts and running stores and doing, you know, presentations, and, you know, I also recommended high schools, because it’s a great it’s a great way to reach out.

Dr. Barbara Hales 13:39

Well, that’s very good. When converting practices to a concierge model, are you primarily working with new practices or those that have not been operational for long?

Jessica Jones 13:57

It really, it really does vary. I genuinely have practices. I’m working with a practice right now that’s been around 35 years, and they’re implementing a new revenue stream, and that’s an insurance, but I know it. I know my company is called Build Your Crash Medical Practice, but it started as Practice Builder, and that term was patented. So, my name grew over time. But I also help insurance-based systems. So that practice is implementing wound care, which is, of course, a Medicare and insurance-based program, but it’ve been around for 35 years.

I have a chiropractor I’m working with who has been around for several decades. And I have many, many startups. I also have, for example, a solo practitioner I’m working with who specializes in vein care. He’s been around for a long time, and I’m helping him learn how to add some of the additional wound care. Are protocols in his practice. So it does vary. And then, of course, you know, I also there’s another consultant that I work with, and we’re teaming up to do a med spa makeover, because so many nurse practitioners and functional medicine practitioners really brought in GLP ones, and unfortunately, they made it their sole focus, or they brought in these very high ticket devices six figures that they’re now like struggling to sell a package on Groupon. We’re hosting a med spa makeover event to help these practices see, as many are giving up and saying, “I don’t know what to do.” I can’t survive, and so we’re doing an event that’s virtual or in person for them to say, We can rebrand you and help you thrive.

Dr. Barbara Hales 15:52

Why do medical professionals struggle with business growth?

Jessica Jones 15:57

I think a lot of the reason they struggle with business growth, some of the common mistakes I made, say, say, we have them doing marketing in either pay per click or social media, they don’t see immediate results, and they abandon ship and go to another company, and then they go to another company, and then they Go to another company. Well, these things take time to grow.

There are algorithms involved they and it takes time for the systems to trust you as an advertiser and trust that you’re real, because there are actually fake advertisers out there. So there are algorithms that take time. So every time you’re switching, you’re really harming your potential, because you’ve got to give something at least three months, in my opinion, as it pertains to pay-per-click and social media. But it’s on the ground, same thing. I see a lot of people say, Oh, well, I went and dropped off business cards, and I dropped off one sheet, and nothing’s happening. I said, Well, did you follow up? Have you called them? Just like advertising to the consumer? You know, it can take eight times, 10 times, or 12 times for someone to hear your message and respond. Just because you knocked on the door and dropped off some pamphlets doesn’t mean that you’ll suddenly get a call and all these referrals from that business. So excuse me, you’ve got to be tenacious, and you’ve got to stick with what you’re doing for a bit. Excuse me, I’m sorry. And then, of course, we can develop specific ways to evaluate if something’s working and when to abandon it.

Certainly, there are ROI calculations with everything you’re doing based on what the cost-benefit is, and when we genuinely don’t see progress. The other thing is, we know statistically that when somebody reaches out to your practice, if you don’t answer the the call, respond to the text right away, get in contact with them, and even, like, less than five minutes, you’re, like, very unlikely to reach that person, because they’ve kind of like everybody wants immediate response these days, right? So certainly, automation and AI have come so far, and a lot of practices are using this and thriving. But depending on what you’re doing, it’s still very important to have that personal communication and touch to connect with people. There are definitely virtual programs that are making it, but I see a lot of high-touch one-on-one practices that offer that connection, having patients come over to them because, at the end of the day, when it comes to your health, people want to know they’re in good hands. They’re in the hands of somebody who cares about them, is listening to them, and can help them.

Dr. Barbara Hales 19:10

Yes, absolutely. What are some marketing mistakes that you see medical practices making?

Jessica Jones 19:17

Sure, so I re-took on switching, switching marketing every month is a big one, not following up on the leads. And also, I see a lot of people doing too much, if that makes sense. They’re trying to be everywhere. They’re doing these videos and these stories and these TikToks and Facebook and Instagram, and they’re spending so much time doing all the things that they’re not focusing on the work of building the patient list and working with the patients; they’re too busy doing all the things. So I strongly recommend that when somebody’s doing. Doing too much. I call it scaling back to grow. You can do less. Focus on what’s working best, get a handle on it, master that, and then expand. Ideally, this expansion happens when you’re ready to hire a trusted team to support you. Because the other, I mean, this isn’t so this is and is not marketing. So many practices are built on one person, like everybody wants to see the doctor, everybody wants to see the practitioner, everybody wants to see the chiropractor. That you can’t expand because you are the business, and you are everything. So you’re running the business, you’re seeing all the patients. So you’ve gotta build a practice that’s not solely based around you in order to be able to scale

Dr. Barbara Hales 20:52

What is it that you wish practices knew about that would help grow their practice?

Jessica Jones 20:59

So what do I wish practices knew about? Oh, that’s a really good one.

Jessica Jones 21:11

I would say I wish practices knew how to get into it. Number one, you cannot build a strong practice around the latest greatest thing, and not have multiple offerings for patients in the path to the wellness that you’re trying to build. You’ve gotta have a lot of things in your bag, so to speak. So I see a lot of practices that build a business on just one thing, another thing I wish practices knew, and I work with really strongly, is that you should have at least six months of cash flow available, because you’re going to have ups and downs. And a lot of practices fail to thrive because they just don’t have the funding to get through in the startup period, lot of medical practices, unlike other businesses, can be profitable almost immediately, but you’ve gotta have the money to put into the practice to build it, and you’ve gotta have a comfort level so that you’re not afraid to spend money on marketing and hiring and learning. I’ll always be learning, going to conferences, what’s new, what’s happening. Hire a consultant to help you.

Hire a consultant that you click with, who you can work well with, as you know, I also talk to a lot of practices that start working with me. They’re like, Oh, I was working with this other consultant for years. I hated them. I never did anything they told me to do, because they only did it one way. So find the consultant that matches your personality and what you want for your practice, and somebody that you can listen to and work with. Well, that’s important. And then the other thing I wish they knew is before you buy a very high-priced machine, because there’s always going to be people knocking on your door saying, Oh, look, you can buy this. And with just two patients a month, you’ll pay for the mortgage. That is this device. I want you to really evaluate how many people are offering it in your area. What’s the likelihood that you’ll be able to sell packages at the price you’re being quoted, and go to Groupon? Are people selling it cheaply on Groupon? Probably not what you want to be buying a six figure device if people are trying to bargain it out, right? That’s a big one. I see so many practices that were thriving, and they come to me because they’ve hit a turmoil, because they’ve brought in this device, and it’s sucking, sucking all the profit out of their business. And so then I’m helping them to offload a device. And another thing is, if you see people selling the device on eBay, I would say, Run, you know.

Dr. Barbara Hales 23:59

It’s a surprise to hear this. I have never heard of doctors selling equipment on eBay. Oh boy!

Jessica Jones 24:05

My gosh, yes, they do. Just look up used whatever, and you’ll see it’s there are medical device reselling sites. But if you know, people do sell these things on eBay, it’s kind of interesting. But if you see that, I would say run. If you’re really set on having that device, consider buying a used one, but ensure it’s in full working condition and that you have access to all necessary features. But, you know, yeah, I recommend run. But some people are really set, and in that instance, I say, don’t, don’t, don’t pay the full price for it, because look at all of these red flags. And then the other thing you know I really talk to people about is they’ll bring in this device that they’re excited about without considering, how does this affect my space? How. Does it affect my how does it affect my workflow?

Right? So like, now you’ve got a GOP one clinic that’s humming along like this, and you bring in this sculpting device, or red light therapy, or whatever it is, that’s now a 60 minute thing where you’re going in, you’re setting it up, you’re getting the patient set up, then you’re coming out, then you’re going back in, and you’re cleaning it for the next patient. And there’s a lot of time deficit involved, in addition to the space that’s taking up, where you are no longer able to see, see patients, or have somebody waiting in the room. And so that’s, you know, that’s a big that’s a big thing that a lot of people just don’t think about before they take the leap. And so yeah,

Dr. Barbara Hales 25:48

At this point, what I would like to ask is, what is one tip that you could give our listeners that they could implement right away?

Jessica Jones 25:57

So I’m going to say my tip, and actually, you and I discussed this, that every single person has 100 problems a day, and so when you own a business, it is designed to keep you down in the minutia. And I want to encourage everybody to look at everything that’s happening and evaluate it. Is this a high-level problem that I’ve got to focus on right now that’s going to help my business grow, or is this something that’s not a problem at all? I can let the staff handle it. I can let this deal handle itself, so I can focus on the bigger things that will help my patients grow my practice and give me more time in my schedule. So when you look at it that way, and you start to think about, you know, even my family jokes around with me, they’re like, you know, if I’m usually saying to them, is that really going to be one of your 100 problems? So I love it when they turn it around on me, when I’m talking about something silly, and they’re like, Mom, is that one of your 100 problems today? I’m like, You’re right. It’s not a good point. Thank you for straightening me out, you know. But it really does.

When you start to reframe the way you look at everything happening around you and realize, like, this is really just me being caught up in the day-to-day. You want to get out of that and get into the big picture. And I also know this is two things, but I strongly recommend you make an appointment to be outside of your business and just be away from it and spend some time focusing on it when you’re not in the actual space. And the reason I say that is because, again, getting caught up in the minutia, but also, when you’re only in your business, there’s a lot of external things that impact your business that you might be missing, not just regulatory, things happening with foot traffic, things being built around you, changes to retail spaces and other things in your area, changes to things coming in and leaving the area. And a lot of times, I find practitioners being so caught up in their business, they haven’t stepped outside and seen Oh, whoa. This is something I could take advantage of. This is somebody I could go to and we could do like an open house together that would merge our patients and benefit one another. Those types of things get missed if you’re not looking around outside of the business.

Dr. Barbara Hales 28:28

Well, you have brought about some very interesting ideas, and I’m sure that it’s food for thought for a lot of people that have been listening today. Thank you so much for being with us on our show today.

Jessica Jones 28:43

Thank You so much for having me. It’s really been an honor and a pleasure. I appreciate it.

Dr. Barbara Hales 28:47

This has been another episode of Marketing Tips for Doctors with your host, Dr Barbara Hales. Have a great day. Til’ next time!

The post Clinic to Cashflow Scaling Smart first appeared on The Medical Strategist.

View Details

In this episode, Barbara and Jeff discuss:

• Why marketing is about building awareness- impressions matter more than just clicks.
• How privacy changes like the cookie collapse are forcing marketers to focus on broader targeting and reach.
• How AI tools like Provalytics use predictive modeling to prove campaign impact and optimize marketing spend.

Key Takeaways:

“Stop chasing clicks and start buying attention. Marketing wins by building awareness through impressions, not instant conversions.” –Jeff Greenfield

Connect with Jeff Greenfields:

Website: https://provalytics.com/

LinkedIn: https://www.linkedin.com/company/provalytics/

Instagram: https://www.instagram.com/provalytics/

YouTube: https://www.youtube.com/@provalytics

Twitter: https://x.com/provalytics

Facebook: https://www.facebook.com/provalytics

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (208)

Dr. Barbara Hales

Welcome to another episode of marketing tips for doctors. I’m your host. Dr Barbara Hales, today we have with us Jeff Greenfield. He is an entrepreneur with 30 years of strategy growth and marketing leadership. He is building the next generation AI driven, and the system that he calls it is provolytics. It has no cookies and measures solutions that allow marketers to prove the impact of their strategies. Welcome to the show, Jeff.

Jeff Greenfield

Thank you so much, Barbara, it’s a pleasure to be here.

Marketing Math Dr. Barbara Hales

How did you get interested in marketing analytics?

Jeff Greenfield

That’s a great question, because marketing analytics is not something that most people say, Oh, my God, that sounds so exciting, wow. And it’s not something like at a cocktail party. You can say, hey, I do marketing analytics, and people say, Wow, that sounds like a sexy profession

Dr. Barbara Hales

You can say that you run a numbers game.

Jeff Greenfield

That’s right, I do run a numbers game, exactly. But the way I got here is, you know, through the lens of trying to deal with very complicated and complex marketing campaigns, I happen to be buying media for a publicly traded weight loss company. This was the 2006 2007 and we ran into this issue where the numbers didn’t add up. And what I mean by that is we would have, like, 100 new customers per day. We were buying media across about 10 different vendors, and when we went we could see in our system that we had 100 new customers. But we went into the vendor systems and added up all of the numbers.

It said that we had 1000 new customers. So there was all this double counting and triple counting that was going on, and that became a problem, because we were paying out each of those vendors essentially a commission. And so, you know, we were paying out a lot of money, and so we needed to kind of fix this problem. And it was back then. It was like 2007 there was nothing available to do this. It was kind of the early days of digital, the wild wild west, if you would. And so I created one of the first, what we would call back then, multi touch attribution platforms. A early digital measurement platform was called c3 metrics, and it solved that duplication issue. It solved trying to figure out who was actually building awareness versus kind of jumping in at the end to capture that last minute sale. So solved a lot of problems for advertisers, and that then became kind of the new business. So that’s how I got into this. I got into this to solve the problem that I was having as a marketer myself.

Dr. Barbara Hales

Sure, well of course, it’s important not to have to pay for something that you’re not getting. But the true beauty of it was really that when you ran your various campaigns, you could see what worked and what didn’t, what people were, you know, eager to get or receptive to, versus total duds.

Jeff Greenfield

That’s right, and that’s that we call that these days, based upon a old time marketer from the Midwest. It’s the John Wanamaker type problem. John Wanamaker is credited in saying half the money I spend in advertising is wasted. The only problem is I don’t know which half, and that was back when there was before there was even TV. It was just mainly print, and that was a big problem. But today’s world, things have gotten very complicated. Let me just give you just a small example. So let’s say you’re like most practitioners. You’re running some campaigns on Facebook, which is now meta, so when you run on Facebook, you’re typically both on Facebook and Instagram, and then you also have ads running on Google, so that when people type in your name or type in the name of your practice, they’re able to find you and get right to you and not go to a competitor.

So let’s assume someone is on on Facebook. They’re scrolling around, and they happen to see like, maybe there’s like, a video there. It captures their attention, but they don’t click on it. They don’t even watch it. They just hover over it for a minute or so. Now Facebook knows that when they hover over it, they don’t really tell you. But now maybe two or three hours later, when you’re on Instagram, you actually see it again, and you actually spend time watching it. You don’t click on it, but you make a note, you know, hey, you know, my shoulders have been bothering me a bit. Maybe, maybe I should go check out that PT practice and and get this finally worked on, get that, you know, frozen shoulder, figured out. And then you kind of forget about it.

By the third video, you’ve made the appointment, right? But you haven’t made the appointment yet, because of what happens with us in today’s world. We get distracted, but we put a mental note in our head, and then you’re out doing some gardening work, and you’re like, Oh,Yeah, this shoulder is killing me, and you’re like, oh, yeah, what was the name of that practice? You take your phone out, you Google it, and you find the ad there, you click on it, and you book an appointment online.

So from the marketers perspective, the one who’s running the marketing at the practice, they would go into their analytics at the end of the month, which is predominantly GA for Google Analytics four, and they would see, my God, Google is killing it. And as a smart, data driven marketer, they would see that Facebook meta isn’t working well, so they would spend less on meta and try to spend more on Google. But we know, just because we went through that, that it was actually meta, the facebook, instagram combination, that built the awareness so that you knew the name of the practice, and all Google did was jump in there and so what? But there’s a time delay, and because of that time delay, when that marketer makes that change and cuts down Facebook, it doesn’t happen right away. It could take because think about this healthcare and taking care of yourself, and self care is, for a lot of people, is a considered purchase. So that journey, that time to conversion, could be 3060, maybe even 90 days.

You could make those changes, and you wouldn’t notice anything for maybe two more months, and then all of a sudden, you’re like, Oh my God, what’s going on? What’s happening, and what happened is you cut off that awareness part of the funnel. So multiply that across a much larger campaign where you’re advertising, maybe connected television, you’re doing some coupons, you’re doing some print, maybe some other things as well, too, direct mail. And now it’s almost impossible to figure out what’s working and what’s not working.

Dr. Barbara Hales

So does your system differentiate between what they saw, where they got the exposure and where they saw it?

Jeff Greenfield

We’re living in a world today where we don’t know exactly who saw what, and that’s because of all the privacy changes that have happened in the digital world. We used to be able to track all of this, and my former company did that, and I left that company in 2019 thinking I was done in this business. When covid hit, all of the tracking that used to go on, all got pulled back. It started with Apple making some updates, and all of the different companies making updates, but no one knows who actually saw what. So in order to get to that actual answer, you have to use some really high level math and statistics. And luckily, before there was digital marketing, we used to do stuff like this all the time, a practice called Marketing Mix modeling that would look at the relationship between how many ads were out there and how your sales were, but it was a project. It wasn’t like an ongoing thing. It wasn’t like Google Analytics four that’s always up and running, but because of today, with the high speed computers and the combinations of

AI we can now get that almost near real time effect that marketers really want. And that’s what prolytics does, is that it provides marketers, primarily larger scale brands, the ability to know, essentially find wanna makers missing half the stuff that wasn’t working and tells you where to redeploy those dollars to a place where you’ll get better return on your marketing investment.

Dr. Barbara Hales

I can see where the latter half of the word comes from. Analytics. But where does the Provo court come from?

Jeff Greenfield

Great question. Provo is an Italian word that means proof. And this is the problem that most marketers have, is they may see that a competitor is advertising on TV, and they’re like, Wow, they’ve been running ads for a long time. It must be working for them. I’ll test it. And they test it, and what ends up happening. They look in their analytics, their GA four, and there’s no tab in there for connected television, because when you run a TV ad, there’s nothing for anyone to click on. And so what ends up happening is that builds awareness, and then over time, those people will come in through Google, or they’ll just show up. And so you get this lift, but it’s impossible to prove where it came from. And so what our platform does is actually give marketers the proof so they can actually go to finance to get more money to take these small tests that they’re doing and turn them into regular, ongoing campaigns.

Dr. Barbara Hales

That’s so important. You know, a lot of advertising companies create for the Clio award so that they could get the best advertisement. But when they say the best, they are not talking about what brings in revenue and what is attracting clients. The Cleo awards is simply what looks the prettiest? And so there is a big shift between what they want and what we want. It’s wonderful that your system is able to differentiate that well.

Marketing Proof Jeff Greenfield

Thank you. Thank you. And I’ll let you in on a little secret, because what we’re able to do, and the reason we’re able to do this is because we’re able to find a unifying metric where we’re able to unify all these different forms of digital marketing with traditional marketing and bring them together. And the reality is, is that even for like a solo practitioner who’s only spending, let’s say, just $1,000 a month, or even $500 a month, they can do this same type of stuff on their own, a DIY approach, but it takes a little bit of a shift in understanding how marketing works.

Most marketers believe that what we do is invest our marketing dollars to buy clicks, clicks clicks lead to leads, and leads lead to new patients. And so the goal is to buy clicks. But that’s not how marketing works. The way marketing actually works is we invest marketing dollars to buy attention. We want people’s attention, and with that attention, we want to build awareness. And when awareness is built up to a certain level, a percentage of people will come and visit your practice. And if you have a website online, that is translated into clicks, and then those clicks will then lead to new patients. So it starts with that attention and most practitioners have a Google Sheet sitting on their on their desktop or their laptop, and it has a list of every day how much money they spent. It has a list of how many clicks they have. Their cost per click off figured out, their cost per lead, their cost per new patient. They have it all figured out, but that’s all at the bottom.

They’re missing that attention metric. And the reality is, is that when they downloaded that data, that attention metric was there, but they didn’t know what to do with it, so they ignored that column. And that attention metric is called impressions. Impressions are how many impressions are you? Are you actually putting out there? How many people are you attempting to reach? It doesn’t mean you reach them. It just means that you attempted to get to them. And so what I encourage everyone who’s listening to do so they can kind of do this on their own and gain some insight from this is that if you take that sheet that you have, and go back a year, re download all of your reports and include those impressions. And then what you want to do is you want to graph your impressions by day, and you surprised how they change day over day. And then you want to overlay that with your clicks, and then overlay that with your your new patient appointments, and then your new patients. And then you want to kind of go backwards.

You want to look when you had a lot of new patients in a week, look back to the clicks, because there’s obviously that were clicks that were there, and then go back to look and see when the impressions were up. And what you’ll notice is it wasn’t, in most cases, it wasn’t that same day. It may not even been that same week or same month, and you want to start to see the relationship between that increase in impressions and or certain types of campaigns that you’re running. And then you want to dig into those days, and whatever you were doing on those days, that and your estimation led to those new patients. It’s real simple do more of that. That’s what you want to do. So you want to focus on that versus the clicks.

The clicks are the end result of the marketing. It’s not what you’re getting, because most of your marketing is going to lead to things like referrals, someone picking up the phone and calling someone just walking in. We’ve all had that experience before, so the key is, it’s all about those impressions. And let’s say, Hey, you’re sponsoring like a little league team. Well, guess what? Go online and see where your sign is and start doing some research. You can probably get an estimation of how many cars drive by per day. And what I would do is I would put into my thing for every day. I would put down little league banner, how many impressions each day. And there’s lots of things that that solo practitioners and even larger practices do that are out in the community, that are reaching people that are generating impressions. So you want to try to track all those so that you’ll know what to do more of versus what to do less of.

Dr. Barbara Hales

Absolutely. Now you can’t turn to any business nowadays without hearing we are incorporating AI. Everybody has AI in their pocket, and you know, it makes you think that if you don’t, then you’re behind the eight ball. So you have AI, and it’s in your platform. Tell us about that.

Jeff Greenfield

When we first designed the platform back in 2022, it was a series of a multitude of different steps, because this is pretty complicated math, and you have to make sure that everything lines up. And so the process would stop, and then a human would have to evaluate to determine what is the next step. So once we had enough test data to go through, we could then automate that process and have aI manage that entire process. That’s the first part that we do. The second part that we do is that our models are predictive models. And what I mean by that is that not only are they telling our marketers what happened yesterday or what happened last month, but they’re also able to tell you, if you spend this much here, you will get this many new patients, if you will, or new patient leads. So in order to do that, we need to be able to demonstrate and prove that our models can do that.

The way we use AI is to take the clients data and train the model with the marketing data, and then for each day during that training period, we say, essentially, hey, this is how many new patients came in for this many marketing impressions. Then we go to the model. We say, now you have to guess and predict. And then we look at what the model says versus what actually happened, and that helps us see how well the model is actually predicting. So those are the two ways that we use AI here at provalytics, kind of on our roadmap, in terms of what we’re doing, is that our data then gets put into dashboards for our clients, where they can visually see things. But our clients do have a lot of requests like, Hey, I have a meeting with my boss later this week. It would be great if I could get some insight on what’s actually happening on this date. Can you give me your opinion on it?

Obviously, most of our client customers want to come to me, because I’ve been doing this for so long now, but there’s only so much of me to go around. Well, we’re in the process now of training individual AI bots, what we’re calling like real time AI analyst with clients data, and it’s completely restricted. So this is not something that would be available inside of chat GPT, because it’s within, it’s within our own environment. And our clients, when we talk to them, what they seem to like is they like the process of texting for information. So each of our clients are going to have their own phone number that they can text the AI analyst. 24/7, ask it questions, even ask it to draw pictures and charts and PowerPoint slides for them, stuff like that. That’s kind of our next level, and that’s a huge value for folks, because to hire a full time analyst is a couple $100,000 a year, and now having one that works weekends and nights is pretty, pretty great,

Dr. Barbara Hales

Although your AI is probably going around hungry because you have no cookies in your system. (LOL)

Jeff Greenfield

That’s right. That’s absolutely right.

Attention Shift Dr. Barbara Hales

What does a cookie collapse refer to and what does this mean for everyone? Why is it significant?

Jeff Greenfield

It’s significant because there’s been this massive shift in terms of how the advertising ecosystem is operating. You know, the internet is essentially free, powered by advertising, and it used to be that third party cookies. So there’s the cookies are little pieces of code on your machine that have information in them. It’s usually encrypted data, little, tiny pieces of data that mean nothing to you, but means something to whoever can retrieve it. So a great example is you go to your laptop and you type in amazon.com and you’re automatically logged in. That’s a cookie. That’s a first party cookie only Amazon can read that.

Let’s say you go to the New York Times and you see an ad for Volvo. Now, Volvo is advertising a new car, and they think Barbara that you’re going to buy one, or you’re in their demographic to buy a Volvo, but they also know that if you see 100 of their ads per day that will turn you off to Volvo, you will immediately get very upset. So they want to limit it to maybe five per day. So the way they do that is that they would drop a cookie onto your machine, so that as you go from the New York Times to the Wall Street Journal to another publication, it’s just a counter once that number gets to five, when you load the page, they’re not going to they’re not going to buy any more ads for you to show you Volvo ads for today, and it’ll get restarted every single day. So those cookies allow people advertisers to improve the experience, but they also allowed companies, like my former company, to be able to try. Track and determine effectiveness across the web. And it also allowed companies to create profiles of you so that they know you would like a Volvo and maybe know what types of restaurants you dine at, and things like that. When covid came around and we had the pandemic and everyone was spending so much more time online, a lot of companies made a more of a push towards a privacy type world. And Apple made a big update.

They got rid of all the cookies and the tracking that was there. And then Google was going to get rid of these tracking cookies, and they said they were going to do it, and then they said they weren’t. They said they were going to do it. Then they said they weren’t. They now say they won’t, but we’re starting to see some shifts that it will but the reality is, yeah, but the reality is right now. What’s happened, though, is that the way people traverse the digital world is so different now than it was 10 years ago. It used to be we would spend most of our time on websites like news sites, but now we spend all of our time in these apps, and these app worlds don’t allow cookies at all. So the ability to track people and build up profiles that you can go across these different ecosystems, you can’t do it anymore. So now, from a marketer’s perspective, where you could buy very granular you could, you know, they talk about user level targeting. You can’t do user level anymore. It’s a little bit broader. So we’re kind of going back to the future, if you will. We’re back to the days before digital, and I think that’s better for most marketers and advertisers. We got too into the weeds. We literally couldn’t see the forest for the trees.

Dr. Barbara Hales

Well, how could it be better for marketers or advertisers if they can track who’s actually getting their ads?

Jeff Greenfield

Well, that’s a great point. You can track, but you have to do it from a broader perspective. The reason it’s better for advertisers is because what happened is, is that you know, for for advertisers and marketers, when you tell someone, hey, you can target the people that your precise customers, and to a marketer that’s like, crack, that’s like, unbelievable, like, I gotta have it. And so what happened is, is that marketers started taking all of these branding dollars where they’re saying, hey, feel good about my brand. You know, we’re i We’re a family company.

We care about our employees. So because remember, most of marketing and advertising is really unconscious. It’s very emotional. People still don’t understand why they buy, but they moved those messages and those dollars over to buy. Now here’s a special offer, and what they did is is that when you think about marketing, is like a sales funnel, they took those dollars that were at the top of the funnel, that were reaching lots of people, and they put it down to this highly targeted number, and so they violated this one rule in advertising, which is reach, which is attention. You want your dollars to get as much attention as possible. So they were getting attention for only people that were in market to buy today. And what that meant is they were always chasing their tail, and they’re down at the bottom, which is 100% auction type environment. And what I mean by that is that their competitors are there too.

So instead of buying a TV spot, and the cost of the TV spot, you know, like Super Bowl ad, it’s $8 million that’s the price. And when they’re sold out, they’re sold out. Well, all of these digital ads are the highest bidder wins, and what ends up happening is that they constantly get bid up. That’s why the profits for both Google and meta continue to rise. So now marketers are spending most of their dollars and an auction environment where the prices are continuously rising and they’re reaching a fewer number of people, so the ad effectiveness, how well their ads are performing, are going down. So yes, it is more difficult to measure, but it can be done, and you can even do the DIY method that we talked about earlier; you just have to find that awareness metric of impressions.

Advice for Beginners Dr. Barbara Hales

What advice would you give our listeners who are just starting to navigate the terrain?

Jeff Greenfield

What I would say is to get that Google Sheet going and make sure that you are looking through the lens of awareness, not of clicks. You want to drop the click, yes, the click is important, but it is not an indication of how well your marketing is performing at all. You want to look at awareness, and then you want to look at outcomes and understand that that takes time, and it all depends upon. On what it is you’re selling, what type of practice you have. For some practices, it’s, you know, it’s injuries that bring people in. So it’s an immediate type thing. For others, it’s a considered purchase. You know, it depends what type of practice you’re in in terms of how long that time to conversion is going to take. But you always want to start at the beginning, which is that attention metric.

Dr. Barbara Hales

What I suggest strongly is, unless you’re really, really into tech, that you outsource it. Let your favorite marketer/ tech person, do all of that and compile the lists and compile the data while you do what you do best.

Jeff Greenfield

Yes, I would agree with that 1,000% . If you’re a solo practitioner and you think you can handle all of the marketing and all the analytics, you’re not going to have much time for patients.

Dr. Barbara Hales

No, you can’t do everything. That’s right. That’s where provalytics comes in.

Jeff Greenfield

That’s exactly right. Yeah, you know you went to school because you wanted to take care of people and help them focus on that. Outsource to the experts that can help you, without a doubt.

Dr. Barbara Hales

If people are interested in reaching you, how do they do so?

Jeff Greenfield

Barbara, the best way is to go to the website. It’s provalytics.com or getprova.com, to check out the site. You can also check me out on LinkedIn as well.

Dr. Barbara Hales

Well, in case that just ran by you, it will be in the show notes so that you could look at it.

Jeff Greenfield

Awesome. Thank you, Barbara.

Dr. Barbara Hales

Thanks so much for being with us today. It was really a fascinating episode, and thank you listeners for being here today. This has been another episode of Marketing Tips for Doctors with your host, Dr Barbara Hales and Jeff Greenfield. Til’ next time!

The post AI vs. Cookies Next in Marketing first appeared on The Medical Strategist.

View Details

In this episode of Marketing Tips for Doctors, host Dr. Barbara Hales interviews Justin Allan Montgomery, a nurse practitioner turned successful course creator. Justin shares his journey from starting multiple telemedicine practices to building an eight-figure course business. Now, he helps other professionals transition from trading time for money to creating passive income through online education.

Justin talks about his experience launching a men’s health clinic course that generated $50,000 in just a few weeks. He explains how he scaled this into a seven-figure business by creating courses on various healthcare topics, specifically targeting nurse practitioners. He offers valuable insights into the course creation process, marketing strategies, and the importance of building an audience through valuable content.

Key Takeaway:
“Marketing isn’t about being salesy. It’s about helping someone understand how you can help them.” – Justin Allan Montgomery

Connect with Justin Allan Montgomery:

• Website: www.procoursestart.com
• Email: justin@procoursestart.com
• Facebook: www.facebook.com/groups/1932580250844631

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (207)

Welcome and Introduction

Dr. Barbara Hales (00:02) Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales, and today we have with us Justin Allan Montgomery. Justin is a nurse practitioner who transitioned to building a highly successful eight-figure course business. He’s the founder of Pro Course Start, a platform helping professionals create their own educational businesses. Welcome to the show, Justin.

Justin Allan Montgomery (01:21) Thanks for having me, Barbara. Appreciate it.

Getting Started in Course Creation

Dr. Barbara Hales (01:29) Justin, can you tell us how you got started with creating courses and building your business?

Justin Allan Montgomery (01:44) Sure! In 2019, I was working as a nurse practitioner and started to feel frustrated by the traditional work setup. I knew I was worth more, and after scaling a couple of men’s health clinics and telemedicine practices, I realized I had some unique skills. I started a blog, The Elite Nurse Practitioner, to share my experiences and knowledge, and people started asking me how they could do what I did. That’s when I decided to create a course on how to start a men’s health practice, which ended up making $50,000 in a few weeks with zero marketing. That’s when I knew I was onto something.

Scaling the Business

Dr. Barbara Hales (03:44) That’s impressive! So, after that success, what happened next?

Justin Allan Montgomery (03:49) From there, I started creating more courses on various topics like telemedicine, cannabis clinics, women’s health integration, and weight loss. I kept the focus on nurse practitioners. It didn’t take long for the business to grow into a seven-figure business in the first year, and eventually into an eight-figure business. All this happened in just a couple of years.

Challenges in Starting a Course Business

Dr. Barbara Hales (06:12) What are some common challenges or pitfalls people face when starting their own educational business?

Justin Allan Montgomery (06:36) One of the biggest pitfalls is underestimating the time and effort needed to get started. People think it’s a quick process, but creating quality courses that appeal to professionals takes time. You’ll need about 120 hours of focused work to launch your first course. Another challenge is shifting your mindset from being a professional to becoming a digital creator and marketer. This shift is crucial for success.

Creating Passive Income through Online Courses

Dr. Barbara Hales (09:10) What advice would you give to doctors looking to create their own passive income through courses?

Justin Allan Montgomery (09:18) My biggest piece of advice is to focus on delivering real value and be authentic in your marketing. People are looking for personalized care and knowledge, and they’ll pay for it. A key is to believe in your expertise and know that you can offer something valuable that others are willing to pay for.

Marketing Strategy and Building an Audience

Dr. Barbara Hales (12:04) What are some key marketing strategies that worked well for your course business?

Justin Allan Montgomery (12:15) The key is building an audience. You can’t just sell a course; you need an audience that trusts you. The best strategy is creating valuable, free content that resonates with your target audience. I recommend creating content at least two times a week and then promoting it on social media. This helps you build organic reach. Once you’ve built your audience, you can start selling through your email list. That’s where the magic happens.

Overcoming Common Obstacles

Dr. Barbara Hales (17:12) What’s one major mistake that doctors should avoid when marketing their own courses?

Justin Allan Montgomery (17:21) The biggest mistake is trying to sell without truly believing in the product. If you’re not authentic, people will sense that. It’s crucial to market what you believe in and focus on helping people, not just making sales. When you genuinely solve a problem, that’s when the marketing clicks.

Social Media and Content Creation

Dr. Barbara Hales (20:29) If a doctor is new to marketing and content creation, where should they start?

Justin Allan Montgomery (20:36) Start with content creation. Create authentic content that speaks directly to your ideal clients. Whether it’s blog posts, podcasts, or videos, the content should solve problems and build trust. This positions you as a thought leader and keeps your audience coming back for more.

Scaling Your Course Business

Dr. Barbara Hales (23:23) Where can our listeners learn more about you and your course creation program?

Justin Allan Montgomery (23:31) You can visit Pro Course Start for all the resources. You can also email me directly at justin@procoursestart.com for any questions. I’d be happy to help.

Webinars as a Marketing Tool

Dr. Barbara Hales (25:37) Do you think webinars are an important tool for course creators?

Justin Allan Montgomery (25:45) Yes, but I also think it depends on your business model. Webinars are excellent for lead generation, but they aren’t as scalable as pre-recorded courses. You need to find a balance. If you’re using webinars, they can help you build your email list and engage with your audience, but ultimately you should focus on evergreen content that generates income 24/7.

Closing Thoughts on Transitioning to Online Education

Dr. Barbara Hales (30:40) For professionals who are considering transitioning to creating educational content and courses, what’s your final piece of advice?

Justin Allan Montgomery (30:50) Take the leap and start building your course business with a solid foundation of value. Don’t worry about having everything figured out from the start. You’ll learn as you go. Trust in your knowledge and believe that there’s an audience out there who needs what you have to offer. It’s a mindset shift from being an employee to being an entrepreneur.

Conclusion

Dr. Barbara Hales (33:01) Thank you, Justin, for sharing your insights today. This has been another episode of Marketing Tips for Doctors with Justin Allan Montgomery. We hope you’re feeling inspired to create your own course business. Until next time, goodbye!

The post Creating Courses for Passive Income first appeared on The Medical Strategist.

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In this episode of Marketing Tips for Doctors, host Dr. Barbara Hales interviews Dr. Tracy Gapin, a board-certified urologist who has transitioned into a performance and longevity expert. Dr. Gapin is the founder of the Gapin Institute and the creator of Peak Launch MD, a licensing and certification platform designed to empower doctors to offer next-generation care. As a TEDx speaker and bestselling author, Dr. Gapin shares his expertise in optimizing both health and business for physicians looking to transition into the field of performance medicine.

Dr. Gapin discusses his journey from traditional urology practice to founding a concierge care service that emphasizes functional medicine, hormone optimization, and longevity science. He highlights the importance of mindset, authenticity, and knowing your audience when transitioning into a new practice or business model. He also shares insights on how social media and content creation have played a crucial role in expanding his reach.

Key Takeaway:
“Marketing isn’t about being salesy. It’s about helping someone understand how you can help them.” – Dr. Tracy Gapin

Connect with Dr. Tracy Gapin:

• Website: www.gapininstitute.co
• Email: doctracy@gapininstitute.co
• LinkedIn: Dr. Tracy Gapin

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (206)

Welcome and Introduction

Dr. Barbara Hales (00:02) Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales, and today we have with us Dr. Tracy Gapin. Dr. Gapin is a board-certified urologist turned performance and longevity expert. He’s the founder of the Gapin Institute and creator of Peak Launch MD, a platform empowering doctors to deliver next-generation care. Dr. Gapin is also a TEDx speaker and bestselling author. Welcome to the show.

Dr. Tracy Gapin (00:33) Thank you so much. It’s great to be here.

Transitioning to Performance and Longevity

Dr. Barbara Hales (01:03) Dr. Gapin, you’re known as a “recovering urologist.” Can you explain what you mean by that?

Dr. Tracy Gapin (01:14) I spent 25 years in traditional medicine as a urologist. But after hitting a wall with burnout and the limitations of the system, I decided to explore functional medicine, epigenetics, and longevity science. I turned my own health around and realized I found my passion again—helping others optimize their health. After almost 10 years of learning business and marketing, I left traditional medicine and never looked back.

Challenges in Traditional Medicine

Dr. Barbara Hales (03:23) Was your original practice concierge-based or traditional?

Dr. Tracy Gapin (03:28) It was traditional. I was seeing 50 to 60 patients a day, with very little time to spend with each person. It wasn’t the best experience for my patients, and it was incredibly frustrating for me as well. Now, in my concierge model, I can spend more time with each client, focusing on optimizing their health, not just treating symptoms.

Marketing and Client Engagement

Dr. Barbara Hales (05:26) How did you learn to market your new practice, and what advice would you give to others?

Dr. Tracy Gapin (05:39) I had no marketing background when I started. I had to figure out how to attract clients and build my brand. It all started by getting clear on who I serve and understanding their needs. Once I knew my ideal client and their struggles, I could speak to them authentically, and that made all the difference in building trust.

Social Media and Content Creation

Dr. Barbara Hales (08:21) Are you active on social media, and how has that contributed to your growth?

Dr. Tracy Gapin (08:30) I do a lot of social media, primarily on LinkedIn and Instagram. My team helps me manage it, but I always make sure my voice is authentic. We repurpose content from podcasts and webinars, turning them into bite-sized pieces for social platforms, which has been incredibly effective.

The Power of Performance Medicine

Dr. Barbara Hales (09:49) You talk a lot about performance in your practice. What does that mean in your field?

Dr. Tracy Gapin (09:57) When I talk about performance, I’m not just referring to athletic performance. For me, peak performance is about helping people function at their highest level every day—whether that’s at work or at home. It’s about having the energy and drive to be your best self in every area of life.

Advice for Physicians Transitioning to a New Model

Dr. Barbara Hales (12:04) What advice do you have for doctors who want to make the transition from traditional medicine to a more holistic or concierge model?

Dr. Tracy Gapin (12:15) It all starts with mindset. Many doctors are afraid to make the leap because they think they won’t be able to make money outside of the traditional insurance model. But the truth is, people want personalized care, and there’s a huge opportunity in providing that. It’s all about believing in your own knowledge and understanding that you can offer something valuable to people who need it.

Authenticity in Marketing

Dr. Barbara Hales (17:12) What’s one key tip you’d give doctors to avoid mistakes in marketing themselves?

Dr. Tracy Gapin (17:21) Be authentic. Don’t market something just to make a sale—market something you truly believe in. When you’re honest and transparent, your audience will trust you. Focus on helping people and solving real problems rather than pushing for a sale. That approach will always resonate more.

Content Creation as a Marketing Strategy

Dr. Barbara Hales (20:29) If a doctor is just starting out with marketing, what should they focus on?

Dr. Tracy Gapin (20:36) Content creation is key. You need to produce authentic content that speaks directly to your ideal clients. Whether it’s videos, blog posts, or podcasts, the content should be relatable and solve problems for your audience. This builds trust and establishes you as a thought leader in your field.

Closing Thoughts

Dr. Barbara Hales (23:23) Where can our listeners learn more about you and get in touch?

Dr. Tracy Gapin (23:31) You can visit my website at www.gapininstitute.com, or email me directly at doctracy@gapininstitute.com. I’d be happy to talk to anyone interested in learning more about my program or how they can implement similar strategies in their practice.

Conclusion

Dr. Barbara Hales (25:37) It’s been a pleasure speaking with you, Dr. Gapin. Thank you for sharing your insights. This has been another episode of Marketing Tips for Doctors with Dr. Tracy Gapin. Until next time—bye!

The post Doctor’s Journey To Optimal Health first appeared on The Medical Strategist.

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In this episode of Marketing Tips for Doctors, host Dr. Barbara Hales interviews Stewart Gandolf, CEO of Healthcare Success, about what truly drives results in healthcare marketing. With over 30 years of experience leading campaigns for health systems, group practices, and telehealth providers, Stewart shares practical strategies that help medical professionals attract more patients and build trust.

From his early days navigating a skeptical industry—where even a Yellow Pages ad was considered controversial—to pioneering one of the first content marketing models for healthcare, Stewart discusses how consistent education, rather than sales tactics, is the key to winning doctors’ trust. He explains why credibility matters more than hype, and how thought leadership and clear ROI-based strategies are critical for growth.

The conversation covers essential marketing pillars: updated websites, solid phone support, patient reviews, content and video marketing, internal referrals, and paid search. Stewart also explains why many doctors hesitate to market themselves and how this hesitation often blocks long-term success.

Whether you run a solo practice or manage dozens of locations, this episode delivers smart, actionable insights on how to connect with more patients and run a more responsive, sustainable healthcare brand.

Key Takeaway:
“People judge what they can’t see based on what they can. A bad website is your cockroach in the kitchen—it turns people away before you ever know they were interested.” – Stewart Gandolf

Connect with Stewart Gandolf:
Website: www.healthcaresuccess.com
LinkedIn: linkedin.com/in/stewartgandolf
Podcast: Healthcare Success Podcast

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (205)

Welcome and Introduction

Dr. Barbara Hales (00:02) Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales, and today we have with us Stewart Gandolf. Stewart is a very interesting person that I think you would enjoy meeting. He’s led healthcare marketing programs for over three decades. Today, he is the CEO of Healthcare Success, which markets multi-location practices, health systems, telehealth and more. Welcome to the show.

Stewart Gandolf (00:33) Thank you so much. I’m really happy to be here and look forward to talking more.

Getting into Healthcare Marketing

Dr. Barbara Hales (00:38) How did you get into this program that you’re in? How did you get involved with it to begin with?

Stewart Gandolf (00:43) It’s actually a fun—at least from my point of view—origin story. I fell in love with marketing in undergrad and left engineering. I decided I wanted to work for agencies, and I worked my way up to J. Walter Thompson. We worked with Bally Total Fitness, which was an $80 million account in the 90s—a huge client even by today’s standards. But I got disillusioned with the big agency world. My print sales guy was making more money with less stress, so I got out and moved into commercial real estate. Timed it perfectly with the industrial real estate recession in LA and the riots. Meanwhile, a company kept reaching out to me that marketed to doctors. At the time I thought, “Doctors? How do you make money doing that?” I said no initially. A year later, I got hungrier and said yes for six months—ended up staying ten years and becoming VP of Marketing.

First Seminar and Public Speaking

Stewart Gandolf (01:57)

Five weeks into the job, I found myself at an Embassy Suites in Denver leading a three-day marketing workshop for doctors. I had never spoken in public before. I had the knowledge, so I was confident—and it worked. They liked me. Fun fact: I got stuck in the elevator on the way to my first speech.

Early Days of Medical Marketing

Stewart Gandolf (03:13) Back then, we sold a newsletter for $100, then upgraded customers to a seminar, then agency services. Marketing for doctors was new—no one was doing it in a smart or organized way. I was on the road twice a month, leading seminars. It gave me exposure to all types of specialties.

Legal and Ethical Resistance

Dr. Barbara Hales (04:10) What were the biggest challenges that you faced when starting out, and how did you overcome them?

Stewart Gandolf (04:16) The biggest challenge was perception. Marketing was illegal until 1977. Even into the early 90s, doctors didn’t think it was ethical. Some states only allowed a nameplate on the door—nothing more. Doctors would report each other to state boards over Yellow Pages ads. People would pay to hear me speak—and then argue that “you can’t do that.” But those that did market found massive opportunity. Some practices went from 4 to 1,000 locations.

Building Trust with Doctors

Dr. Barbara Hales (06:23) So how did you convince doctors that they needed marketing?

Stewart Gandolf (06:28) Doctors respect smarts and expertise—not sales pitches. If you say what they already know, they tune out. I got up to speed on each specialty weekly, and once I earned their trust, they would follow me to the airport still asking questions. It all came down to credibility, credibility, credibility.

Content Marketing Before It Was Called That

Dr. Barbara Hales (08:01) What are the top strategies you’ve used to market yourself, and how can doctors apply them?

Stewart Gandolf (08:17) We were doing content marketing before that term existed—offline newsletters, seminars, etc. After I left for a few years, I returned and co-founded a company with a 100% online model for client acquisition. I started blogging on day one. Got columns in Dental Economics, Medical Economics. We built a strong base—20,000 newsletter subscribers, now shifted more to LinkedIn followers. Content was, and still is, the foundation.

SEO and Thought Leadership

Stewart Gandolf (10:45) SEO is changing with AI tools and overviews. Building thought leadership helps with visibility. Doctors writing papers or doing interviews—if patients don’t know about it, it’s wasted. That’s where content distribution and repurposing come in.

Broader View of Marketing

Dr. Barbara Hales (12:02) Let’s talk about content marketing.

Stewart Gandolf (12:09) Content is part of thought leadership. But many doctors confuse marketing with just advertising. We break it into six categories: branding, digital marketing, traditional advertising, patient experience/internal marketing, referral building, and PR. Depending on the client, we do anything from paid search to full brand strategy.

The Power of Video Marketing

Dr. Barbara Hales (14:34) Video marketing is really important now, especially in healthcare.

Stewart Gandolf (15:06) Absolutely. Doctors can shoot basic video with an iPhone for local events or testimonials. But we also do professional video—like interviews or even commercials. It’s about choosing the right level and purpose of video.

Quick Wins for Doctors

Dr. Barbara Hales (16:44) If a doctor wants to improve marketing today, what’s one quick and impactful strategy they can implement?

Stewart Gandolf (16:53) Ask for patient referrals—it’s free but underused. Talk to referral sources. If investing, start with paid search. You get immediate control and results versus waiting for SEO. Paid search is scalable, testable, and highly targeted.

Common Marketing Mistakes

Dr. Barbara Hales (19:09) What’s a common mistake that health professionals make when marketing?

Stewart Gandolf (19:20) Chickening out too fast. Some ask how to cancel after 30 days—that’s a red flag. It takes time. Another mistake is focusing only on cost, not ROI. Or having no one internally to execute plans. Even with consultants, someone on the inside needs to move things forward.

Final Marketing Tips

Dr. Barbara Hales (20:49) Any final tip our listeners can use right away?

Stewart Gandolf (21:06) Make sure your website looks current and credible. People judge you based on it. If it looks outdated, they assume you are too. Reviews matter. Phones matter—most front desks are terrible. If you spend on marketing but don’t answer the phone well, you’re losing business. And of course, work with someone who lives and breathes this stuff—like you.

Closing Thoughts

Dr. Barbara Hales (23:01) It’s amazing how many doctors still don’t have a website.

Stewart Gandolf (23:09) Right. And even if they do, many haven’t updated it in years. Patients wonder—did this doctor retire? A bad website is like seeing a cockroach in a restaurant. You judge everything else based on that.

Dr. Barbara Hales (25:37) Well, it’s been a pleasure speaking with you today. This has been another episode of Marketing Tips for Doctors with your host, Dr. Barbara Hales, speaking with Stewart Gandolf. Until next time—bye.

The post Dr. Marketing Decoded first appeared on The Medical Strategist.

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In this episode of Marketing Tips for Doctors, host Dr. Barbara Hales dives into one of the most talked-about topics in healthcare today—Artificial Intelligence in Medical Practice. Rather than stoking fears of robotic replacements, Dr. Hales presents AI as a powerful ally, helping doctors reclaim their time, reduce burnout, and enhance patient care.

Through real-life stories, Dr. Hales demonstrates how AI is already subtly integrated into everyday tools such as EHRs, billing software, voice dictation apps, and chatbots. But the heart of the episode focuses on the human side of AI. From a rural pediatrician who finally had time to tuck her kids in at night thanks to an AI scribe, to a patient who credited early kidney disease detection to an AI alert system, this episode celebrates how technology can extend—not replace—the compassion in healthcare.

Dr. Hales breaks down the myths, addresses common fears about AI depersonalizing care, and encourages providers to view AI not as a threat but as a time-saving partner that allows them to focus more on listening, connecting, and building trust. She also provides quick wins for getting started with AI in your practice—no tech degree required.

Key Takeaway:
“Let AI handle the data. You handle the heart.” – Dr. Barbara Hales

Connect with Barbara Hales:

Twitter: @DrBarbaraHales

Facebook: facebook.com/theMedicalStrategist

Business Website: www.TheMedicalStrategist.com

Show website: www.MarketingTipsForDoctors.com

Email: Barbara@TheMedicalStrategist.com

Books:

• Content Copy Made Easy
• 14 Tactics to Triple Sales
• Power to the Patient: The Medical Strategist

YouTube: TheMedicalStrategist

LinkedIn: www.linkedin.com/in/barbarahales

TRANSCRIPTION

Welcome and Introduction

Dr. Barbara Hales (00:03) Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales, and today we will be talking about a topic that’s been buzzing in both tech and medical circles alike. Artificial Intelligence in the world of healthcare, so the human touch in an AI world, how artificial intelligence is shaping medical practice. Now, before you roll your eyes, think, great, another robot takeover story. Hold on. Today’s episode isn’t about replacing you, it’s about empowering you. And I’ve got three heart-warming stories that might just shift your perspective. We’ll cover what AI actually means for private practice, how it’s being used right now, in ways you might already be benefiting from the emotional, human side of AI. Yes, it exists. And finally, how you can prepare without losing your personal touch, let’s begin.

What is AI in Healthcare

Dr. Barbara Hales (00:45) When we say AI, most people think of robots during surgery or chat, GPT writing patient notes, and while those headlines get clicks, AI in medical practice is often far simpler and more practical. AI includes algorithms that scan radiology images faster than humans do, tools that suggest diagnoses based on EMR patterns, chatbots for patient intake and FAQs, and predictive tools for identifying patients at risk for hospitalization. But here’s the key. AI augments care. It doesn’t replace it. It’s like having a really smart assistant who never sleeps, never gets tired, and can remember every case file instantly. Now that sounds helpful, doesn’t it?

Real Story: Dr. Patel and AI Documentation

Dr. Barbara Hales (01:28) Let me tell you about Dr. Patel, a solo pediatrician in a small rural town. Her biggest challenge wasn’t just treating kids, it was the administrative overload. She was spending three hours every evening catching up on notes. She decided to try an AI documentation tool that listened to her during exams and summarized everything for the EMR, “I felt like I had a life again.” She told me, “I made dinner, I tucked my kids into bed, and I didn’t feel like I was drowning.” That’s the kind of impact AI can have. It’s not flashy, it’s freedom.

Everyday AI Tools You May Already Use

Dr. Barbara Hales (02:10) You may not realize it, but if you’re using any of the following, you are already using AI, EHRs with predictive alerts, voice dictation tools, appointment scheduling systems that optimize slots, billing software that flags anomalies, and chatbots on your website. The point isn’t to adopt AI for the sake of trendiness; it’s to solve problems you already have to reduce burnout, streamline workflows, improve patient satisfaction, and enhance diagnostic accuracy.

Real Story: Predictive Alert Saves Patient

Dr. Barbara Hales (02:46) One of my colleagues shared a case involving a 57-year-old patient with type 2 diabetes. His numbers were slowly declining, but not alarmingly, so the clinic had implemented an AI system that scanned lab results against historical trends. It flagged a subtle but dangerous pattern in his hemoglobin A1C and renal function. The system sent an alert. The doctor brought him in for a deeper evaluation, and they caught early-stage kidney disease before symptoms appeared. He looked at me and said, “You just gave me 10 more years with my granddaughter.” That’s AI and the human connection working in tandem.

Addressing Doctors’ Fears About AI

Dr. Barbara Hales (03:28) Let’s address the elephant in the room. Doctors often fear that AI will replace jobs, depersonalize care, erode trust between provider and patient. But here’s the truth: AI can do tasks, not build relationships. AI can remember data, not read emotions. AI can streamline workflow, but it will never offer empathy after a bad diagnosis. Think of it like this. You don’t need to be the person manually filling every paper chart anymore. What a relief. AI can give you back the time to be more human.

Real Story: OB-GYN and the AI Chatbot

Dr. Barbara Hales (04:04) Here’s an OB GYN, unexpected bond, a physician friend, an OB-GYN was nervous when her group added an AI chatbot to handle pre-visit, education, and FAQs. She was afraid it would feel cold, but what she found was the opposite. One patient came in and said, “Thank you for answering my questions at 2 am I was freaking out.” It wasn’t her, but the patient felt comforted because the information was personalized and timely, and that built more trust. When the OB finally walked into the room, the doctor said, “For the first time in a while, I didn’t start the visit by explaining something. I started by connecting.”

Quick Wins to Start with AI

Dr. Barbara Hales (04:47) You don’t need a tech degree to start integrating AI into your practice. Start small. Quick wins include using voice-to-text tools like Dragon or Suki, implementing an appointment bot to reduce phone calls. Try an AI triage assistant on your website and use ChatGPT, yes, ChatGPT, to help write content, social posts, or scripts. Always ask, Will this tool save me time or make my patients feel more heard? If the answer is yes, give it a try.

The Increasing Value of Human Skills

Dr. Barbara Hales (05:22) Here’s the irony: the more efficient AI becomes, the more valuable your human skills are, including empathy, nuance, listening, and advocacy. These cannot be replicated. The future isn’t man or machine, it’s man with machine. Use AI to reduce the noise so you can lean into the relationship part of medicine, the reason most of us went into healthcare in the first place.

Closing and Call to Action

Dr. Barbara Hales (06:05) I hope today’s episode gave you both hope and clarity. AI isn’t the enemy, it’s an ally. And here’s your takeaway for today: let AI handle the data. You handle the heart. If you want to learn how to start integrating smart tools into your private practice without losing your authenticity. Let’s talk. Book a free discovery. Call me at the Medical the medical strategist.com, forward slash, contact. Also, if you found today’s episode helpful, please share it with a colleague. The more we talk about this, the more empowered we all become. Until next time, stay human, stay curious, and remember your care is irreplaceable. This has been your host, Dr. Barbara Hales, until next time.

The post AI and the Future of Medical Practice first appeared on The Medical Strategist.

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In this episode of Marketing Tips for Doctors, host Dr. Barbara Hales speaks with Morgan Hamon, CPA and partner at EisnerAmper, about the financial health of dental practices and how professionals can gain control over their profitability. With over two decades of experience helping more than 900 dental practices, Morgan shares actionable financial strategies that dentists can use to build stronger and more sustainable businesses.

Morgan shares his expertise by outlining practical and strategic approaches that dental professionals can adopt to take greater control over their finances. Rather than simply focusing on cutting costs, he emphasizes the need for a comprehensive understanding of a practice’s financial health. This means recognizing where profits are being lost and addressing the underlying issues that often go unnoticed. Whether it’s inefficient billing, aging receivables, or overspending on supplies, Morgan encourages practice owners to act like CEOs and approach their finances with discipline and strategy.

He highlights several common areas that often undermine profitability:

• Uncollected Revenue: Aging patient and insurance receivables can silently drain profits if left unmanaged. Practices must regularly review and follow up on balances, especially those that are 60–90+ days past due.
• Broken Billing and Collection Systems: Many practices fail to consistently charge, bill, and collect—missing even one step can jeopardize the entire cash flow.
• Over-delegated Expense Management: Allowing staff to make unchecked purchases, particularly through platforms like Amazon, can dramatically inflate costs without the owner’s awareness.
• Lack of Financial Oversight: Without a consistent system to monitor income and expenses, doctors may be unaware of critical trends or errors that impact profitability.

By addressing these areas and taking a proactive approach to their business operations, dental professionals can establish more efficient, profitable, and sustainable practices, providing them with both financial peace of mind and greater professional freedom.

Key Takeaway:
“Running a practice means wearing two hats: clinician and CEO. If you don’t lead the business, the business will lead you.” – Morgan Hamon

Connect with Morgan Hamon:

Website: https://www.eisneramper.com

LinkedIn: https://www.linkedin.com/in/morgan-hamon-cpa-0a9156153/

Connect with Barbara Hales:

Twitter: @DrBarbaraHales

Facebook: facebook.com/theMedicalStrategist

Business Website: www.TheMedicalStrategist.com

Show website: www.MarketingTipsForDoctors.com

Email: Barbara@TheMedicalStrategist.com

Books:

• Content Copy Made Easy
• 14 Tactics to Triple Sales
• Power to the Patient: The Medical Strategist

YouTube: TheMedicalStrategist

LinkedIn: www.linkedin.com/in/barbarahales

TRANSCRIPTION

Welcome and Introduction

Dr. Barbara Hales (00:02) Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales, and today we have with us Morgan Hamon. Morgan Hamon is very interesting person. He is one where most dentists focus on patient care, but running a profitable practice is a different challenge entirely. I’m sure you all agree. Morgan is a CPA and partner at Eisner Amber, and he has spent over 20 years helping dental practice owners take control of their finances. You know, whether it’s dentistry or chiropractic or traditional medicine, you know, we all know how to take care of our patients from the perspective of our specialty, but very few of us trained in business, and that tends to be our failing, especially when we finally get the hang of it. You know, bureaucracy like moves the bar. So this is where Morgan helps us out. He takes control of their finances, increases profitability and navigate complex tax strategies. And I’d love to propose Morgan as a guest on not only my podcast, but if you guys have another podcast, and it would be a value to your listeners, you know you might want to drop him a line as the former president of HDA accounting group. He built a firm that grew to serve 900 plus dental practices across all 50 states, and now, following a merger with one of the top 20 accounting firms in the industry, he’s continuing to help practice owners make smarter financial decisions, ready to share practical, real world financial insights for dental practice owners, Morgan will break down profitability, taxes and leadership in a way that’s easy to understand, helping dentists build stronger, more financially sustainable businesses. Welcome to the show.

Morgan Hamon (02:28) Thank you, Barbara, it’s very nice to be here. Thank you for having me on your podcast.

Diagnosing Profitability Problems

Dr. Barbara Hales (02:33) Morgan, you normally talk about how to increase profitability by improving cash flow and reducing financial waste. How do you recommend doing that? How to achieve that?

Morgan Hamon (02:48) Well, our approach is to really, for starters, look at the profit margin. You know what? What is that financial reward that the doctors is realizing from their from their practice? And once we know that number, then we have to set the goal post, if you will, and decide if that’s if that’s appropriate, if the doctors happy with it, we definitely have some opinions on what’s possible for for dental practice, and we’ll, we’ll visit with the doctor. Sometimes more money isn’t always their objective. Sometimes it’s more time. But then once we decide, look, you know, for for the given the size of this practice. You know, once we know that profit margin, we can then decide, look, is it? Is it above average? Is it right where we need to be? Or maybe it’s just lower than everyone would like to see it. If it’s in that final category, you know, that’s where we begin to diagnose. And there’s, from a financial point of view, there’s two factors that impact profit. There’s your expense structure, and then there’s revenue, right? So it’s, if we’re diagnosing, it’s one of those two, the go to first place to look always is expenses, if someone’s profits not where they want it. It’s like, where am I overspending? Or, I think more often than not, it’s more related to the revenue side of the profit equation. And if we’re talking marketing, that could certainly be a factor there too. You know, is there enough money in the first place coming in to realize an adequate profit margin? Or maybe it seems like there should be, but maybe that, maybe that production’s not being collected. Maybe we have some collection issues. We’re not charging billing or collecting appropriately. So it’s really important to diagnose which one it is. You know, if there’s a if there’s a revenue issue, a collection problem, well then we don’t need to go, you know, get give our supply representatives a hard time. You. If that’s not, if that’s not where our attention should be. So that’s, that’s the overall process. Barbara’s, you know, let’s just decide where are we, and if some things needed attention, then we have to diagnose and really decide where our limited time as the CEO of our business, you know, where should we spend that time to have the best effect?

Common Financial Mistakes and How to Fix Them

Dr. Barbara Hales (05:20) What are some costly mistakes that health professionals make? And like pointing out, I’m sure is helpful, but how do you help them overcome that?

Morgan Hamon (05:30) So first is to really identify what, what the issue is. So let’s, let’s, we’ll continue on with our with my example here, let’s say we decide, look, it’s, you know, the expense structure looks okay. Profit Margin is low. So we diagnose that. I diagnose that by looking at receivables. You know, are there? You know, in generally, if we have a low margin, that’ll, that’ll often coincide with a large amount of receivables, particularly a large amount of receivables that are aging out. And so we, once we diagnose that, then we can come up with some action items. Some of those action items will be in my lane, the CPA lane, and sometimes they veer over into like a practice consultant lane. If receivables are the likely culprit, I often advise the doctors say, look, we’ve got a large amount of receivables, if we’re going to quantify that, in my opinion, in the dental world, if total patient insurance receivables, the complete total, if those exceed one month of average production, I think that’s high when we peel back the onion, if you will. And we see a large amount of those receivables over 60 days, over 90 days, I advise look, go to your practice software, print out every patient balance that is currently 61 to 90 as of today, right? The reason I picked 61 to 90 is that that’s recent. That means we saw that patient between two and three months ago. This is happening right now. If somebody’s had their practice 15 years and we go looking over 90 plus, there could be stuff in there from 15 years ago. But if we look at 60 to 90 now we isolate that this is activity that happened within the last two or three months. And the question you’re asking yourself, you go one by one, why is this here? Was the insurance claim not filed correctly? You know, should the patient have received a statement? I’ve heard stories of where, you know, maybe it’s a small town, and the staff knows everybody. They know the patients, and they feel they feel bad with them, or bad for them, so they let them leave with maybe without paying. Maybe they’re supposed to pay before they go. So you just have to look for anything systemic and hopefully identify a common cause. And once you know that, then we can go to work on it. And this is where it might veer off into the consultant lane. We can diagnose as the CPA and the accountant. I can diagnose if I can’t operate on the practice so if insurance claims just aren’t being filed correctly, well, I’ve never done that. We’re gonna have to get some help to solve that, but it’s really important just to find out where, where should we spend that limited time we have?

How Morgan Got Started in Dental Finance

Dr. Barbara Hales (08:31) How did you get into this to begin with?

Morgan Hamon (08:34) Luck and opportunity. One of our very first clients was was a dentist that not only owned several dental practices, but also, you know, did had a seminar for dentists to help them, because he was fabulously successful. And so it just ended up being just a good relationship where we got into that, that dental, the dental field, just for me personally, it was just a really, really good fit with dentists. I’ve always enjoyed working with, with business owners, professionals and dentists in particular. So we just realized there’s a lot of value you can add as an as a very niche specialist, laser focused on one industry. And it just so happened that we found our way to the dental space and stayed there, never looked back.

Dr. Barbara Hales (09:25) okay? But when you were a child, you know, maybe say, I want to be a policeman or a fireman, you know. I mean, like the average child doesn’t say, Well, you know, exciting, you know, I think I’d like to be a CPA. It has a good ring to it, yeah. So it’s like, what happened?

Morgan Hamon (09:44) Yeah. Well, so being a CPA was the last thing I ever wanted to be as a child. I wanted to be a fighter pilot. I wanted and so my family’s all CPAs, my dad, brother, cousins. I mean, definitely in our DNA, I was no choice. I. Is the rebel. All right, so I, I went to college. The Navy paid for my college, university of Arizona, and then the day I graduated college, I was commissioned as an officer. I went right into the Navy. So I spent 11 years in the Navy, flying F eighteens. I was a West Coast guy. It was, it was a lot of fun and but, but most of them did most, most my navy buddies now are pretty senior captains with United and Southwest and because I it just didn’t feel like a good fit for me. I love flying, but I just felt private industry was, for me, a better fit for myself. So I left the Navy, and that’s what I did, and I ended up going back to school, got a master’s degree in accounting, sat for the CPA exam along that time in there, my dad, career, CPA, we were both honestly needing a job, needing something to do. So we, we basically did a startup, which turned into HD accounting group, and so it, you know, life, life takes you places, and you just, you never, never pass up a life changing opportunity. It was very clear when this all came to fruition, that, look, if we, if we apply ourselves, give it everything we have, this could be really special, and that’s ultimately what happened so But to answer your question, yeah, going from being a fighter pilot to CPA, pretty unusual career track there. But I, you know, I enjoy I took accounting classes in my undergrad. I enjoyed it. I have an aptitude for it. And so, you know, do really well at it. It’s a different challenge. But, you know, as a kid, to your point, Barbara, I said, if you looked ahead, I’m 54 here in a couple of weeks. Oh, thanks in advance there. But if you’d asked me as a teenager, hey, you know, when you’re 54 you’re going to be a CPA, and you know, you know, work for this big, big firm, I would have said, No, that’s not what I want to do. But you know, what do you know? What do you know when you’re 15.

Bloom Where You’re Planted

Dr. Barbara Hales (12:18) Are you down? It’s, you know, a lot of careers, or just things that people just fall into from exposure.

Morgan Hamon (12:25) Well,There’s a saying I’ve heard, you know, over the over the years, including in the Navy, because even in the Navy, you don’t quite know where you’re going to end up. I mean, you go, you go to to on a navy scholarship. There was no guarantee. I was going to be a pilot. That’s what I wanted. There’s little risk involved. You know, you had to get good grades, work hard, hopefully get what you want. And then when and then when you become a pilot and go into flight training, there’s no guarantee you’re gonna fly F 18. It’s like you got to be do a good job and have aptitude. So there was a saying that the Navy told us, listen, you’re going to go. Needs of the Navy is kind of where, ultimately, where you’re going to end up. You got to bloom where you’re planted, alright? And so I’ve always thought of that like wherever, wherever you’re planted, you gotta bloom where you’re planted, right? And then, you know, if you work hard and maybe want to go different direction, then you have that, that that flexibility and opportunity.

Financial Blind Spots and Their Costs

Dr. Barbara Hales (13:12) What financial blind spots in health practices that could cause owners thousands, you know, what are some of them? And, you know, how do you address them?

Morgan Hamon (13:25) I think, I think the most common is, you know, our in our world, so, private, private dental, you know, these doctors receive an incredible, incredible amount of education and training and clinical skills. What they’re not taught is how to run businesses, and so if they you know, they could be the most amazing clinician. And now they’re owning a practice because they want. They want what everybody wants when you own a business, right? You want to you want to make a nice living. You want to have some control over your life. I want to be working towards something that’s going to have value in the future, but nobody really teaches you how to do that, and unless you identify that as the separate skill set that you need to invest in and develop, you know, you could struggle. We work with a lot of startup practices, and over the years, we’ve had some really dig a hole early on because they don’t understand the fundamentals of billing and collecting, and if that process is broken, and here’s, here’s, like, a practical example, they’re starting the practice up. We need somebody to bill insurance and make sure that’s happening. So we’re going to hire a billing insurance coordinator. I’m going to read the resumes, and, like, we’re going to hire this person. This is it. Boy, they they know it, but the doctor doesn’t really understand it. They’re hoping that employee understands it, and that that employee really doesn’t know, like, maybe they’re really good at interviewing, they got a really nice resume, and they sure look busy at work, but it’s just not happening. I mean, I’ve had, I’ve had difficult conversations with doctors where this is exactly what happened, and then three months into their startup, there’s no money. In the bank, because that person is not is incompetent, but the doctor doesn’t really fully understand that process to supervise them correctly. So I, you know, I think it is and it’s complex. I mean, the insurance world, you know that many of our clients could tell you it’s like, not their favorite aspect of the business, but you really have to understand it. So if there is, I went to a business seminar a long, long time ago, Barbara, and there was a saying I remembered very, very carefully, very well a seminar. And it said, Look, when you own a business, you have to charge bill and collect. Two out of three. Doesn’t cut it. Think about that. You gotta charge bill and collect. There’s no partial credit for two out of three. You got to do you got to it’s got to do all of them. And so the doctors, where they just, they don’t have that established as well as they should in their practice, are going to suffer financially. So that’s one aspect where I think it’s a real kind of a hazardous area, particularly for new practice owners. The other area, and we’ve talked a lot about the revenue side of the profit equation. The other side is the expense side. If you over delegate that I’ve seen that get some doctors into trouble, too specific to a dental practice, if we just consider office supplies, which not a huge line item on the P and L, generally, those office supplies should be less than 1% of Total practice collections. We’ve seen practices where it’s running like 4% Wow. And you consider, you know, if it’s a million, you know, a million dollar product, $1.5 million practice, that that turns up being a large amount of money, and the doctor has no idea, because they just say, hey, my my people are going to order what they need. And then, if that’s the case. I’ve seen this so many times. I can tell you right now, we dive in Amazon every day ever. It’s like an addiction, hey? But it’s only 60–70 bucks, yeah. But when you’re doing it three, four times a day, that adds, I mean, we’ve seen we’ve got dug into it, and it is like the Amazon list is just unbelievable. So we have to tell the doctor, they gotta get a hold of this. It should not be a free for all, for the staff to just get on an order. You know, should not be ordering box of gloves if you got a crate in the back room that under a bunch of stuff that nobody’s seen.

Controlling Inventory and Preventing Overspending

Dr. Barbara Hales (17:13) That people get boxes of gloves from Amazon.

Morgan Hamon (17:17) Yeah, well, they get supply. You gotta control your inventory. You don’t want to buy things you don’t need. I’m just using that as an example. You don’t want to you don’t want to order, order supplies. And actually, I was kind of an incorrect example, because that’s dental supplies, probably. But the point being is you got to control your inventory. You don’t want to be buying things you don’t need, just because people are used to buying them, or, you know what, maybe they like getting on Amazon. But you got to control that on the expense side, same thing with clinical supplies, although I will tell you, that is a benchmark we closely track, incidentally, that’s been going down over the years, not up. I don’t know about medical, medicals, that’s not our world, but dental certainly is our world. But those have come down quite a bit and continue to go down, just as a side note. But I think, I think dentists are pretty attuned to monitor that one. But there’s some other, there’s some other line items that can quickly get out of control.

Scam Invoices and Financial Oversight

Dr. Barbara Hales (18:12) You really have to, you really have to keep a very strict eye on it. I have a story that I’d like to relate here, and that is well for me, you know, I had nurses that were placing orders when our supplies were down. They knew what we needed, but I was the only one that had control over the checkbook and and consequently, the bills, because if you have the manager in your office, you know, write the checks bills. Bills come in, they write, they write the check for it. What do they care? It’s not their money. They’re not really looking or they’re not aware of whether this is the correct invoice or not, because somebody else placed the order, and they’re just writing the check for it, and it’s not their money. So you know, that really is a recipe for disaster. And I would, I would get these pills, and I would look at the surgical supply place that, you know, said we got this amount of boxes for surgical gloves and gauze and whatever else. And I’d look at the name, and then the name didn’t mean anything to me. It wasn’t the vendor that we normally used. And so I would ask, you know, one of the people that placed the order, and she go, No, I never dealt with them. The thing is, this that we would get, you know, like scammers, even then, like, at least once a month, and you’d get a bill, and everything looked like it was a bona fide bill, but it was a scam. And, you know, I would call them up and I’d go like, hey, you know, like, I got this bill from you. So, you know, for the surgical supplies. And they’d go, yeah, and I’d go, so do you mind telling me who you are? Because you are my vendor. And they’d say, Oh, you don’t have to pay that. This is just an advertisement. I said, you know, like, I don’t really see anywhere on here, right? Says advertisement, so you know, if they could collect, you know, two out of 10, they’re still making quite a handsome [profit].

Accounts Payable Systems

Morgan Hamon (20:52) You know, what you just described is a professionalized accounts payable process in a business where you know you should be paying off the invoice rather than the statement. You get an invoice, you pair that with a purchase order. Is this what we ordered? Did we actually get it? Is it an acceptable condition? Yes, yes, yes. Clear to pay. Most and our clientele are private dental practice owners. They don’t they don’t have accounts to payable, accounts payable department. So you’re hoping you have a sharp office manager or administrative employees to have to be heads up. Many of our clients have their vendors on just auto pay on the credit card too. So, but that you raise a very good point. I think it’s prevalent in just in the accounting world, you know, we get all kinds of fictitious bills from saying, Hey, this is Intuit, and you’re about to expire, and we’re going to take everything away. And, yeah, you just, you have to, it’s all nonsense. Of course, you have to be very

Dr. Barbara Hales (21:56) Yeah, parts in your mouth, and you want to take action, riight?

Morgan Hamon (21:59) But you you raise a very good point is that those types of scams are private, prevalent in every every industry, and continue to be very creative. And the point is that you really have to to scrutinize every bill, like you said, and not just be in a hurry and just pay because they’re counting on, you know that 10–20% of people to fall for that scam. That’s a really, really good point.

Leadership and Practice Success

Dr. Barbara Hales (22:24) Yeah, so you know, you you have a lot of experience and exposure to a lot of different practices. What would you say makes the difference between the successful practices and the rest?

Morgan Hamon (22:37) I think it all comes down to the doctor and how well they run their practice, how effective they are as a business leader. It is a separate skill, and I think this applies to any small business, whether you’re an accountant, an attorney, a doctor, your success is your your technical skill, which like for for my world, that’s a practitioner, and in your world, our dentist world, that’s as a clinician, those skills are important, but it’s your skill set as a business leader, where we see the most successful clients, we know who they are, we can see it again. And it’s not always the dollars Barbara. Sometimes it’s, it’s the whole package, you know, like, if I, if I, I’ll just, I think of a close friend of mine, longtime client. Does very well, very successful, very good dentist. He works 28 precisely. It’s very 28 hours per week. That’s very important to him. And so more money, although, you know, he does very well, more money isn’t the sole objective. Protecting that lifestyle is also objective. And he’s in a position where he’s got the full package, and he get he can have it all, and it’s because he’s an effective business leader. He inspires his employees. He creates an environment people want to be. The patients feel comfortable. It’s a great patient experience. He runs a good ship. Has everything’s very well designed. He invests in the practice everything state of the art. The employees look up to him. He leads from the front. He treats people well. Those are the those are the doctors that have the most successful practices, in my opinion, is they’re really good at leading their practice. The dot the clients that struggle. I think they, they, they are very likely, I shouldn’t say very likely. I think it’s they may be a great clinician, but the business side is just maybe not their passion. You know, sometimes people buy a practice and they think, Gosh, this just isn’t what I thought it would be. I’d rather. Or go back to being an associate, that that’s that can happen. Those are the practices that struggle, not because the person isn’t smart and capable. It’s just, you know, that skill set, either they don’t have an interest in it, they didn’t acquire those skills, because you do have to acquire those skills. You’re not born with them. You’re not being a good clinician or being a good practitioner. Doesn’t mean you’re a good manager, good leader.

Motivating the Team

Dr. Barbara Hales (25:21) Well, though, you know, I really melted it down to the most simplest, you know, ways to look at it. I called my staff in. We’re all together, and I go, so, so we’re just going to say it like it is, the more money I make, the more money you make, right? Make no money. You make no money. See how that works.

Morgan Hamon (25:49) Yes, you have to have profit to in order to share the profit.

One Actionable Tip

Dr. Barbara Hales (25:55) So for our listeners, what is one tip that you could tell them that they could implement right away?

Morgan Hamon (26:03) Right away, I would say, unique to our world, private dental practice owners make sure you have an effective end of day close out to ensure that what was posted as collected in your practice management software is actually what happened. There should be a segregation of duties so one person isn’t responsible for the whole thing, and they should present that to you every day. This is what was posted in the practice software. And this ties directly to, let’s say, the batch deposit slip from your credit card terminal. You know you need to be checking those numbers every day. Have the staff prepare it for you. You look at it. It will only take five or 10 minutes of your day. But when you do that, you set the proper control environment in your practice. It sets that tone at the top that we take this serious. This is professional business, and this is important. It needs to tie out. So if, if the practice owner is is just busy and just assuming there aren’t managers, it’s all going to work out somehow. I would say, let’s not do that. Develop an effective end of day. Close out. Check it every day. Have it be very conspicuous that you’re checking it every day. You’ll sleep better at night, your practice will run tighter, and you’ll have the right tone at the top for your office.

Closing Remarks

Dr. Barbara Hales (27:21) Well, I think that that’s a good tip. This is another episode of Marketing Tips for Doctors. You have been listening to your host, Dr. Barbara Hales, with Mark Hamon, and the way in which you can reach him will be in our show notes. It’s been a pleasure to have you here today. Till next time.

The post The Business of Smiles first appeared on The Medical Strategist.

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In this episode, Dr. Barbara Hales, host of the Marketing Tips for Doctors podcast, invites Callum Laing to discuss the value of securing a board seat and how it can enhance professional growth, especially for doctors and other technical professionals.

Callum highlights how board involvement offers a unique opportunity to gain a holistic understanding of businesses, moving beyond technical expertise. He encourages professionals to explore board opportunities outside of their fields to gain fresh insights and avoid becoming unpaid consultants.Callum outlines several key strategies for securing a board seat:

• Start Small with Advisory Boards: For newcomers, joining advisory boards of small businesses or startups provides valuable experience and credibility, which can serve as a stepping stone to larger board roles.
• Holistic Business Understanding: Serving on a board enables professionals to gain a comprehensive understanding of how a business operates as a whole, beyond their specialized field, ultimately making them more effective in their own roles.
• Asking the Right Questions: By joining boards outside one’s industry, professionals are encouraged to ask smarter, more insightful questions that challenge assumptions and drive better decision-making.
• Building a Network of Investors: Callum emphasizes the importance of developing a robust investor network, which is crucial for raising capital and connecting businesses to potential funding opportunities.
• Advisory Boards as Business Tools: Even small businesses can benefit from creating advisory boards to gain valuable insights, establish credibility, and unlock growth opportunities, as these boards can provide a competitive edge.

Callum also explains the legal responsibilities of becoming a board member and advises aspiring board directors to start with advisory roles to build experience before taking on the full legal responsibilities of being a director.

Key Takeaway:
“Joining a board forces you to look at the business as a whole, ask smart questions, and become a more valuable professional in any field.” – Callum Laing.

Connect with Callum Laing:
Website: boardroom-blueprint.com

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION: (202)

Welcome and Introduction

Dr. Barbara Hales (00:02) Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales, and we’re really fortunate today, because today we have none other than Callum Laing. He is a renowned entrepreneur, a board director, investor, and best-selling author with a passion for helping individuals reach their full potential. With a stellar record of building and scaling businesses across diverse industries, Callum brings a wealth of real-world directorship experience to the summit. His infectious enthusiasm, combined with a knack for simplifying complex concepts, ensures that attendees leave with actionable insights and strategies they can implement immediately. As a prolific author and thought leader, Callum’s wisdom has been regularly featured in the media and is sought out by business leaders around the world. Welcome to the show, Callum.

Callum’s Journey into Boardrooms

Callum Laing (01:09) Thank you, Barbara. Feel like I could have written that intro myself.

Dr. Barbara Hales (01:15) The first thing I wanted to know is, how did you get involved with boards? How did that become an interest for you?

Callum Laing (01:24) So it started off when I was a young entrepreneur, and I had absolutely no idea what I was doing, and I was not very good at it. I just wanted to learn, and I figured one great way to learn would be to sit on the board of other people’s companies so I could see what they were doing right and what they were doing wrong, and I could meet other smart people. The problem was, I didn’t know. I didn’t even know what a board was at that point. I just thought it would be something cool to get on and learn from. So I didn’t know what a board was. I didn’t really have the knowledge. I didn’t really have the people in my network who could help me get on that. And so I didn’t get onto boards until many years later. And then, when I got on lots of boards… So what happened was, my main business is mergers and acquisitions and taking companies public, and so I was sitting on a lot of the boards from companies that we were taking public. And I guess a lot of my… I had been when I wasn’t sitting on boards, I was quite enamored with boards.

When I sat on boards, I got quite frustrated with boards, and I saw a lot of challenges. I saw a lot of people on boards for the wrong reasons, just looking after their own self-interests, rather than all the stakeholders. And I saw a lot of very talented people not being able to get onto boards because they didn’t look the right way, the wrong gender, they didn’t have the right background, hadn’t gone to the right schools, didn’t know the right people, and so you just had a lot of talent missing from that pool, and that was very frustrating. And so as a member of several boards, I started implementing solutions to get more new people into that fold. And ultimately that became the business of the Veblen Director Program, which is training women, minorities, and first-timers on how to get their first board seats. And because once you’re on the board ladder, it’s actually relatively easy to move up the board ladder. It’s just getting on there in the first place, which is the challenge.

Why Professionals Should Consider Joining Boards

Dr. Barbara Hales (03:45) I do want to just stick in that. You know, I myself became involved with your program because I just found the whole idea of it very fascinating, and I am now sitting on a board. So, yeah, thank you. So I just wanted to let listeners know it does work. Why should doctors and health professionals consider going on boards? You know, they have their practice, they’re busy with what they’re doing. Why should they look outside their world and think, “Sitting on a board might make sense for me?” Why would it make sense?

Callum Laing (04:28) So, look, I don’t think it’s just the medical profession. I think lots of us, as we go through our careers, we get very insular and focused on just one narrow expert topic of expertise. And sort of the conventional wisdom is you just learn more and more about that piece, and I think some people, a lot of us, kind of have this idea that when we get older, and maybe when we near retirement, we’ll go and sit on a few boards. Yeah. And it’s a secondary income and a chance to have a bigger impact. I just encourage people to start that journey a lot sooner. And I think for any technical profession, sitting on the board of a company forces you to look holistically at how businesses work. And I think, you know, oftentimes as employees, we’re very focused on what we’re technically good at, like helping a patient get better, but we don’t necessarily understand the way that fits into the business. What is the business that we’re in? And I think when you sit on a board, you’re forced to have to understand a business from, you know, where’s the income coming in, where’s it going out? How does the flow work, rather than just being super focused on the individual technical elements. And I think that’s very useful.

I think you actually become much better at your job, whatever your job is, when you understand the business side of it. So I think from that perspective, it’s very good. We all say, one of the things you’ve heard me say many times is we encourage people to join boards of companies outside of their field of expertise. So if you’re a doctor, go and join the board of an IT company, or a food and beverage company, or something completely outside of it. Now that seems very counterintuitive, but there’s a couple of reasons for it. The first is that it forces you to ask more questions, and the best board directors are the ones that ask the smartest questions. And so oftentimes, when it’s in our industry, we sort of jump to assumptions. We know how we think it should be done, and we know how we’ve seen it be done. And so we just jump to those assumptions, whereas in a different industry, you kind of ask, “Well, why is it being done that way? That doesn’t make any sense to me,” and that can be quite useful. The other thing is that it stops you from being dragged in as a consultant.

So a director’s job, or whether that’s an advisory board position or an actual non-executive director, is to think about the business in a holistic manner and think about all the stakeholders, which can be the shareholders, the clients, the staff. But if you know that industry and that company is facing a problem, because we’re generally all nice people, it’s very easy for us to say, “Well, hang on, look, I know how to fix this. Let me come in tomorrow and I can work with your team and fix it.” And suddenly, you’ve gone from being a non-executive director to being an employee or an unpaid consultant, often. And when you’re in an industry you don’t know, you can’t do that, and so it wouldn’t occur to you to do that. It would occur to you to say, “Well, who do we know between us that would be great to come in and solve that problem?” which is a much more constructive way of looking at it, rather than being an unpaid consultant, which is so common.

Advisory Board vs. Full Director Role

Dr. Barbara Hales (08:21) Sorry about that. Let me just turn that off.

Callum Laing (08:27) Is it doctors ringing in already to say, “Yeah, I want to join?”

Dr. Barbara Hales (08:32) Yeah. People weighing in now. What you said makes so much sense. Also, because I know doctors tend to be very nurturing, and they probably want to say, “Hang on. If I can help you, I will.” So having the advice where you’re in a board where you know you can’t do that helps everyone, really. For our listeners, could you explain the difference between an advisory board and being part of the board of directors? You know, what’s the difference, and when should someone want one over the other?

Callum Laing (09:19) Let me give some context. I think a lot of people, when they think about boards, they’re used to thinking about the boards of big companies. And if you look at traditional… this is something you’ve thought about in the past. If you looked at traditional training, it would all be about good corporate governance for an S&P 500 company, which is fascinating, but it’s completely irrelevant to 99.9% of all companies out there. Most companies in the world are small businesses, and so… and the majority of companies in the world don’t actually have a board. And yet, every successful company you can think of does have a board. So there’s a disconnect going on there. And I think, so a lot of people think they should apply for these big companies that have boards, but if you imagine, everyone that wants a board seat is all applying for the same very few jobs. And quite frankly, these companies never actually hire a random stranger, and it’s always people that they know, like, and trust. So the way that we work with the Veblen Director Program is you say, “Look, we need to get you on the board ladder.” And the way we do that is we’re going to start with something super low-key, super easy. You’re just going to find a small business, a startup, an early-stage business, could be a local pizzeria, it doesn’t really matter, and you’re going to create an advisory board, and we take the pressure right off. We say, basically, the way you position it to the founder is that myself and four or five other professionals from different industries, different countries will just have a virtual coffee with you once a month, chat about your business, hopefully introduce you to some interesting people, see if we can give you some ideas, see if we can stop you making some mistakes that we’ve done in the past. And that’s it. A couple of hours a month, maximum. And for individuals that are thinking about it, so for yourself, being able to say that you’re sitting on that advisory board is a great stepping stone. You can update your LinkedIn profile. Suddenly, your network is now looking at you in a completely different light than they were before. And that’s really important, because oftentimes your second and third board seat are going to come from people in your network, you just didn’t know that you’re now looking for those opportunities.

The Benefits of Advisory Boards for Small Businesses

Callum Laing (10:44) But for the companies, it’s really useful as well, because apart from, obviously, the knowledge and experience that you’ve got now, they’re learning how to think in terms of, “How do I answer to a board?” which, for entrepreneurs, especially young entrepreneurs, we’re not used to that. We don’t have that accountability, and so it’s quite valuable to have that accountability. It also makes us look as a business more mature. So clients would rather go and work with a company that has a board of advisors, so you kind of get the credibility that comes with that board of advisors. Investors would definitely prefer that there was a board of advisors, even staff as well. So yeah, for it’s really kind of a stepping stone, and then once you’re on it, there’s various other steps that you can take to get up to a full director. Now, a full director is where you do take on some legal responsibility. So we start with an advisory position. There’s no legal worries. If the company goes bust, it goes bust, you’re not responsible. When you’re a director, you do have a fiduciary duty, and so you want to get some practice. You want to have those training wheels of being a board member before you actually agree to take on the legal responsibilities. And normally there’s DNO insurance, which is directors and officers insurance, you should also be quite well compensated at that point for taking on that risk. But yeah, I tend to avoid it as even if you could, I wouldn’t make it my first board seat because it’s quite a big step up in terms of responsibilities and legal potential threats, especially in the U.S., which is more litigious than the rest of the world.

Starting with Advisory Boards for Small Businesses

Dr. Barbara Hales (13:39) Well, some people might think, you know, like, “I only have a small business,” but like, “Hang on here, if I had an advisory board, I can get somebody to come in. I don’t have to pay them. And they could tell me how to take the next step forward, what I’m doing wrong, what I’m doing right, and help me about that.” Does a business have to be a certain size before it makes sense to have an advisory board?

Callum Laing (14:06) No, so. And this is one of the things that we encourage all businesses. And this is even before I kind of… because I’m thinking about this as a business model, it was always my first bit of advice to entrepreneurs, is even before you get your first client, build an advisory board around you. So if I launch a new business, and I have a very unhealthy habit of launching new businesses when I get bored, the first thing that I do is I build an advisory board around me, and that advisory board saves me so much time and effort and energy because I bring in people that have experience in that industry, or that have experience with the clients that I want to get, and I can just bounce ideas off them. I say, “Look, hey, if I pitch this idea, what works, what doesn’t work?” So whatever size you’re at, even if you haven’t got your first customer. I think an advisory board is a useful tool to have, and I think it’s also good for business owners. If you’re ambitious and you want to grow your business, at some point, you’re going to have a board anyway. So learning how to regularly report to a board, learning how to utilize a board. And I think often people have this idea that board members are there to ruin their fun, and I think that’s born out of kind of the where boards originated conceptually was, if I’m a successful entrepreneur and I get to the end, or I want to step back from the day-to-day running of it, and I put an executive in charge to be the new CEO. I spent my life building this business. I’m terrified that CEO is going to make a stupid decision and destroy my life’s work, and so I put a board in to be a sounding board, and to kind of do some checks and balances and just make sure nothing bad happens. So that’s what happens in big companies, and that’s why a board… and I’ve been invited onto boards to maintain the status quo, which personally doesn’t interest me at all. When you’re starting out, you’re joining companies that are growing, and at that point, you don’t want to be a board member stopping them growing. You want to be helping them and helping the entrepreneur and making introductions and connecting them to potential partners and saying, “Hey, look, have you thought about this? And look, one of the companies I’m working with is doing this. I think you could apply that to yours,” and really helping that founder to grow, and that’s where you become super, super valuable. And, yeah, and ultimately, basically, as the size of the company grows, as the market cap goes, your compensation grows, grows with it, and it can be super lucrative as well.

How Advisory Boards Help with Fundraising

Dr. Barbara Hales (17:06) Let’s say I’m a small business. I have essentially no clientele, or maybe just like one or two. So I’m really hoping that my new advisory board is going to take me to that level. But if I were to look at people that have a tremendous amount of experience in all the facets that I need help with, but, you know, I really essentially have no return on investment, I’m just like fledgling, why would these people be interested in sitting on a board to a business that’s not really successful?

Callum Laing (17:49) Yeah, so it’s, there’s an element of managing expectations on both sides. So as an individual, if you decide that you want to be a board manager, a board director, you’re not going to go and join the board of Microsoft as your first role and earn millions of dollars. That’s not going to be the first step. You need to start lower down and get that experience and build up. On the flip side of that, if you’re a small business owner, you’re not going to be able to bring in Elon Musk and Richard Branson to sit on your advisory board. Doesn’t matter how nicely you ask, it’s just not going to happen. So on both sides, you’ve got people that want what they want out of the relationship, and so if you look at the Veblen Director Program, we’ve got these incredible people, and you’ve met lots of them. And so I think we’ve got nearly 300 people sitting on nearly 400 boards now. So, and they’re all driven, they’re ambitious, and yeah, a couple of years from now, they’re going to be sitting on much bigger boards, and so that’s an amazing network, but, but they’re looking for these opportunities, and I think Never underestimate why people will do this.

So when I was starting out, I had a tech startup, and I was trying to raise capital, and I knew the value of getting this advisory board around me, and so I went to middle managers in highly respected brands, so Google, Microsoft, Yahoo, and what you just discover is that these companies are full of middle managers that are bored out of their minds during the day, like they’re very good at what they do, they’re very well paid, but they’re kind of, they’re all looking at entrepreneurs and wishing they could live their lives vicariously through you. And so when you say to them, “Hey, look, would you be interested in joining my advisory board?” It’s going to be like, “I’ll buy you a coffee once a month.” That’s all. For them, for you, you would think they would say no, but actually, to them, they can now update their LinkedIn profile and say, “Hey, I’m sitting on the board of such and such company.” They’ve now got something really interesting to talk about at the dinner parties, rather than project management software that they’ve got to upgrade. And so it suddenly becomes interesting, and when, as a small company, when you say you’ve got somebody from Microsoft, not me, from Yahoo, and somebody from Google on your board, the credibility you get from that, even if they were the janitors that I had, nobody asked me what roles they were in, it was just like, “Wow, you got Google on your board. Wow, that’s pretty impressive.” And I was actually able to raise capital at a 10x, so I was, I had been struggling to raise money at a million-dollar valuation. Once I had these board members on, nothing changed with the business, but I was able to raise money at a $10 million valuation just because I had the credibility of these, these big company brands around me.

Conclusion

Dr. Barbara Hales (21:03) I think that that whole suggestion is brilliant. I do. It’s not something that I might have considered. But you know, that is brilliant. So that segues to the next question. I see that you have a lot of experience in getting investors. How do you get investors?

Callum Laing (21:27) Yes, one of the things when we set up the Veblen Director Program, what I teach our members is how to get a board seat. But what I don’t want is to have added to the ineffective board members that are out there. There’s already plenty of those. So we want great board members. We want people that really know how to add value. But one of the things that happens, especially with smaller businesses, is they’re looking to raise capital, and very few people have experience of looking to raise capital. So I ended up launching another program called Guild Members, which is all about how you raise capital, and specifically how you build networks of investors. Because what most businesses do is they kind of go at it back to front, they build the business, and then they go out trying to find that one-in-a-million investor that is looking for a business like theirs. And so what we say to the Veblen members is start building a network of investors and figure out what investors are looking for, and then go and find that company. And that’s a much, much easier way to do it than the other way around. And so what happens is you kind of end up basically, for our Veblen members, they’re obviously connected to all the other Veblen members. They’re also connected to this network of capital raises, which means that when you’re talking to these bigger companies that will eventually want to talk to you, because you’ve now sitting on three or four boards, and you’re doing great stuff, and then you can say to them, “Well, look, I’m plugged in to directors on hundreds of boards all around the world. I’m also plugged into this capital-raising network.” So regardless of your background, you’re going to be of value to them just because of the connections that you have. And then everything else is a bonus on top of that.

Dr. Barbara Hales (23:34) Well, you have really opened up people’s eyes that may not have even considered this route, or they may have thought about it but thought, “I don’t know anything about this,” so you being the expert could take their hand and guide them through. How can people reach you?

Callum Laing (24:01) So I’m always around on LinkedIn as probably the easiest place, but for any of your listeners, if they go to boardroom-blueprint.com, they can download a free copy of my book. You can buy it on Amazon, but I don’t think Jeff needs any more money, so I’ll give you a free copy if you go to boardroom-blueprint.com, and you’ll get the audio and the digital book for free.

Dr. Barbara Hales (24:30) Excellent. Well, thank you so much for being with us today. This has really been a very exciting episode, and I’m sure others will find that to be the case too. This has been another episode of Marketing Tips for Doctors with your host, Dr. Barbara Hales, and Callum Laing. Thank you very much.

The post Boards Aren’t Just for CEOs: Why Every Doctor Should Consider a Seat first appeared on The Medical Strategist.

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In this episode, Dr. Hales and Allen Freeman discuss:

• Financial planning for physicians
• Tax Strategies for high earners
• Retirement income and wealth preservation

Key Takeaways:

“Have a good, strong tax strategy plan, regardless of your career level as a physician. Because it’s not about how much you make—it’s about how much you keep.” – Allen Freeman.

Connect with Allen Freeman:

Website: https://www.golifepathadvisors.com/

LinkedIn: https://www.linkedin.com/in/allenfreemancfp/

Facebook: https://www.facebook.com/allen.freeman1/

Instagram: https://www.instagram.com/allenfreemanjr/p/DFIdJTkJy_H/

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (201)

Dr. Barbara Hales: Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales, and today we have with us Allen Freeman. He is a certified financial planner and Founder and Managing Partner of LifePath Advisors, a firm built to help physicians and high-income professionals align their wealth with what matters most, family, vision and a purpose driven life.

Allen comes from a medical family. His father was a plastic surgeon, his mother a nurse, and his brother a family physician that background gives him a rare real world understanding of the financial pressures, time constraints and career demands that doctors face. It’s this personal insight that allows Allen to connect deeply with the physicians he serves and why so many choose life path over large, impersonal firms.

Allen leads LifePath Advisors with values, first, client centered approach. His firm acts as a personal CFO for physicians, offering truly comprehensive planning that covers everything from tax strategy and investment design to retirement optimization, legacy planning, risk management and more. Welcome to the show, Allen!

Allen Freeman: Good, thank you, Barbara! I appreciate being here.

Choosing Business Over Family Medicine

Dr. Barbara Hales: Okay, so your mom, your dad and your brother are in medicine. Why did you not follow suit?

Allen Freeman: I get asked that question a lot. People kind of find early in their life of how they want to help people, and they chose medicine as that avenue to express themselves and helping people. For me, it was always about business, how things worked in the in the business setting, and that kind of led me. I started in commercial real estate in Atlanta and then got led into doing financial planning.

Dr. Barbara Hales: And how did you come to decide that money is where you wanted to help people instead of, you know, any facet of, you know, being a health professional?

Allen Freeman: Well, it’s two different paths early on, either so liberal arts, or like my daughter’s in law school now. So it was very much of a liberal arts or reading or writing, and then it was more of, not necessarily the math and the science, but more of how business I was. I was attracted to business books more than I was novels or the kind of reading that I think physicians go down or attorneys go down, as far as just an interest level,

Dr. Barbara Hales: Okay, so you said, you know, medicine is okay, but I’m interested in making money.

Allen Freeman: Well, making money and also helping people, because I also saw the pitfalls, you know, with a lot of my doctors, my dad’s friends that were doctors. And you learn a lot sitting around the dining room table, and some of the mistakes that that he made, that we all had consequences of like buying an apartment building and not realizing that the tenant quality isn’t good, and all of a sudden, you’re having to feed the note until you can sell the property and that hurts lifestyle for the whole family for a while.

So those kinds of bad investments that I’ve seen him do from bad advice, that I would look at it differently and say, gosh, you know, maybe we wouldn’t have done that deal at all. Or, you know, what is the structure of the tenant base that we know you’ve got guaranteed cash flows. So that was that dinner table talk kind of led me in the direction of business.

Financial Habits for Young Doctors

Dr. Barbara Hales: What should early career doctors focus on financially?

Allen Freeman: Well, start early in building good habits and start with building with intention. My daughter’s just finished her second year of law school, and her husband, they just got married, is finishing dental school, so but it’s starting in habits, because once you get out and you start making some money, and you’ve got some prestige, you’ve got some accomplishment, you tend to kind of lose track of what’s important and building a foundation for yourself and for your family.

So it’s starting with that intention. You know, start saving early, start paying attention to taxes early, because taxes will be the largest expense for high-income earners like physicians and start setting dollars aside, getting a good advisor so that you’re doing the right things early on and not playing catch up mid-career.

Mid-Career Doctors’ Financial Pitfalls

Dr. Barbara Hales: What are mid-career doctors most often doing wrong financially?

Allen Freeman: Well, a lot of it is they get caught up in, I guess, what I call lifestyle creep. They’re made they’re making more money, and that’s a double edged sword. Things can get dangerous because they are making a lot of money. They’re extended a lot of credit. They can go out and get things on future income, but their plan typically hasn’t evolved. They’ve been practicing for 10 or 15 years, but they’re but all of their accounts are scattered, all of their accounts and even their insurance is outdated, because they get started early on, they need some insurance, they need some disability, and they take this they tend to stay with that particular person or firm, and just set it and forget it, and start continuing to grow their practice and build. And they get outdated very, very quickly, with their investments scattered all over the place, and they’re in silos with different people not coordinating their entire financial lifestyle that they’re building.

Retirement Tax Strategy for Physicians

Dr. Barbara Hales: What should late career positions be doing differently as they approach retirement?

Allen Freeman: Well, this is when the stakes are the highest. They should be shifting from accumulation to preservation, and many of them still don’t have a tax plan strategy, they could be losing hundreds of 1000s of dollars or more and millions actually over a lifetime by not employing a tax strategy before they are actually required to take RMDs.

So there was one client that had about $3 million close to retirement, 2.8 million was in a 401(k). There’s not a lot of tax planning you can do with that, because it’s all pretax dollars and for them to maintain lifestyle, many of them believe that their tax structure is going to be lower, their marginal tax rates going to be lower.

But for high income earners, it’s not so. Therefore, they have to pull out a larger percent of their retirement savings to maintain that lifestyle. And they don’t really realize that going in, and many of them rely on a CPA that does nothing but just record the past. They go, oh, look what we saved you in taxes this year. And they didn’t really save any taxes. They just deferred them down the road, because eventually they’re going to have to pay taxes later on.

So the idea of having a CPA that’s not forward looking, that says we need to plan, how do we mitigate taxes for your life, as opposed to, how do we save taxes on this last year’s tax return is, is a totally a misnomer, because they’re not saving taxes, they’re just deferring them and have to pay them later on.

Offshore Investments and Doctors Shifting to Other Ventures

Dr. Barbara Hales: What is your feeling about offshore investments, or, you know, bank accounts in other countries where they may have great interest and are not reporting it.

Allen Freeman: I really can’t speak to that. As far as not reporting income and offshore accounts, I don’t think, for the average physician, that anything offshore is going to be that much of an advantage as to just starting early and planning here in the United States under our tax law. And that’s the only, that’s only the laws that I can speak to, is the is the US tax law,

Dr. Barbara Hales: Right. What is your feeling about a doctor thinking about retiring from the particular specialty that they’re in opening up esthetic spas, and, you know, different specialties that are bringing money in for, you know, with vanity sake, or, you know, like appearance sake, as opposed to the specialty they may have been practicing in.

Allen Freeman: We see a lot of that is popping up. I mean, I live in a kind of a retirement area, and there’s a lot of these luxury spas that are popping up that do facial peels and do Botox and do some light surgery, augmentation and things like that. I think it’s a good thing. I think they’re speaking to a market that is that likes the vanity side of it. They’ve got the income to spend. We’re living longer.

And they say, why don’t I go ahead and do this? Because I, you know, potentially, I’m going to live, you know, another 20 plus years, and. And even when it goes into cosmetic dentistry later on in life, I think it’s a good thing, but it also has them savvy enough to realize that I can use my skills and my namesake and open something and have other people create revenue for me, as opposed to a doctor, in a specialist, they make very good money, but they’re still swapping time for dollars, even if it’s $1,000 an hour, they’re still swapping time for dollars, and they only get paid when they have a scalpel in their hand. So operating a business of using all of their skill level, I think, is a good thing.

Work Smarter: Tax & Business Tips

Dr. Barbara Hales: Yeah, yeah, I would tend to agree. So what would be two tips that you would give our listeners where they could, you know, like, make more money legally, and, like, without, you know, just from investments without having to work harder to get the money

Allen Freeman: So they can. You mean, choosing investments that would help them make more money without working harder. Is that the question?

Dr. Barbara Hales: I mean, it doesn’t really have to be investments, but what would your tips be to someone who would like to work smarter, rather than harder, to not only maintain and preserve their, you know, their assets, but you know, make more.

Allen Freeman: Okay, I would say one is early on start with a good tax strategy, because high-income earners are going to pay the most taxes in their lifetime. And the IRS was designed, the retirement plans that were designed the 401(k)s and things of that nature were not designed for high income earners and that’s what’s touted as being the best place for physicians to put money away. Maximize those plans, especially on a pretax basis, and that’s what most CPAs say, put your wife on the payroll and maximize your deferred account in your 401(k), and that way you can save taxes today as your as your income is high.

So I would suggest that, because we’re in the lowest tax bracket, we’ve been in our last history, since World War Two, that first have a good, strong tax strategy plan, regardless of what level of career you are, as a physician, that’s number one, because it’s not you know how much you make, it’s how much you keep, and If you’re having to peel off an extra 30% for the rest of your life just to maintain a lifestyle, you could actually if every if you took that bulk of money and say, let’s magically make every bit of that two and a half million dollars tax free coming out, you could actually retire early and live on the same lifestyle, because you’re not having to worry about taxes, just having to come out and pay so that’s one way that you can do it.

Another way is treat yourself like a business, not like a sole practitioner that’s very good at doing a job like surgery or something like that, that look at it as creating a business around you so that you have a unique ability to do what you do, but you’ve got other people that have their unique ability around them that can also be generating income, like a dentist, the hygienist actually, or revenue generators, so the dentist can actually take a vacation, they can still have dental cleanings while he’s not there, and actually generate revenue for the company. I know, like my dad, when, when he was in private practice, he still had all this overhead, and he was the breadwinner for the practice, being a plastic surgeon. Well, when he took a two-week vacation and spent X number of dollars on vacation, he still had to cover all of his overhead. So we didn’t take many vacations, because it was very, very expensive for him to take time off.

Advanced Tax Strategies for Retirement

Dr. Barbara Hales: You mentioned that people should have, you know, like, better tax strategies. So like, what are we actually talking about?

Allen Freeman: Many people believe that a 401(k) is the best way to save for retirement, and it should be balanced with other vehicles. One being taxable accounts that are tax efficient. Another word is permanent life insurance. Leveraged permanent life insurance that actually is built around providing tax free retirement income, not necessarily built around providing a death benefit. We do a lot of that.

So imagine, somebody goes to buy a house, and they can either pay cash for a house, but most of them go out to the bank and they get a mortgage. Why do they do that? Because they can buy a bigger house, and it’s the same thing in retirement. Why don’t why don’t you use other people’s money, borrowing it and leverage your retirement just like you leverage to get a bigger house.

So that’s a concept that most don’t know about and that that’s a very good strategy, because the cost of insurance is less than the cost of taxes. So when you’re able to put a lot of money into a permanent policy and use leverage like a mortgage, and then you withdraw that out through loans in the future, the numbers work very, very well, especially if you start early, and there’s no cap to how much you can put in, like in government plans like 401(k), there’s not a cap.

So you’re making half a million dollars a year. You can do, you can do a, you know, a program where you’re putting in $100,000 a year for five years, and you’re done, and then the lender matches the other, the other 10 years of $200,000 so there’s there in the numbers that come out on the tax-free income are phenomenal. With it does wonders for your estate, because you’re able to spend other dollars that you’re not having to quote, save for a legacy, because you’ve already got that piece taken care of.

Dr. Barbara Hales: Interesting. Well, this has been very informative, and I appreciate you coming on the show, Allen. I’m sure our listeners, you know, will take some of your tips to heart. This has been another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales. Till next time!

Allen Freeman: Good, thank you.

The post Financial Strategies for Doctors first appeared on The Medical Strategist.

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In this episode, Dr. Barbara Hales dives into the evolving landscape of medical marketing, emphasizing how digital strategies are transforming healthcare. Dr. Hales explains that successful marketing today is about creating genuine, human connections through empathy, trust, and emotional storytelling rather than focusing on products or services. She highlights the shift toward using licensed medical influencers on social media platforms like TikTok and Instagram, where patients are more likely to engage with real stories from credible professionals rather than traditional brand ads.

Dr. Hales outlines five key medical marketing strategies for 2025:

1. Influencer-led Education: Leveraging trusted medical influencers, including those with smaller followings, to educate patients and drive engagement.
2. Empathy-based Storytelling: Connecting with patients through shared experiences and personal stories, moving beyond medical jargon.
3. Short-form, Multi-channel Video: Quick, authentic videos on platforms like TikTok and YouTube Shorts are used to demystify healthcare.
4. Voice and Audio as Brand Assets: Building trust with patients by using warm, conversational tones in podcasts, videos, or even voicemail messages.
5. Collaborative Care Content: Promoting cross-provider collaborations, such as joint webinars and co-hosted videos, to show patients the holistic care they receive.

Dr. Hales also discusses the growing issue of health misinformation and how Ogilvy’s verified creator network combats it by ensuring that real medical professionals create content. This effort has proven highly successful, as such content receives significantly more engagement.

Key Takeaway:
“Medical marketing today is about showing your human side, telling better stories, and using your voice to comfort, not just convince.” – Dr. Barbara Hales.

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (200)

Welcome and Introduction

Dr. Barbara Hales (00:02) Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales, and today, we’re discussing how trust, empathy, and digital strategy can come together to not just attract more patients, but save lives.

Authentic Health Influence in 2025

Dr. Barbara Hales (00:35) In early 2025, Ogilvy launched its Health Influence Unit, marking a new frontier in marketing where health trust and community intersect. According to Ogilvy, 70% of patients now turn to social media before calling a doctor’s office. But here’s the twist: patients trust peers and professionals on platforms like TikTok and Instagram more than brand ads.

Licensed Medical Influencers: The New Wave

Dr. Barbara Hales (01:00) Ogilvy is now connecting healthcare brands with licensed medical influencers—doctors, nurses, and therapists with loyal followings. The goal isn’t just visibility—it’s behavior change. Patients seek someone they relate to, someone who understands their struggles.

Emma’s Wake-Up Call

Dr. Barbara Hales (01:40) Take Emma’s story. A 34-year-old mom who’d been feeling exhausted for years, attributing it to motherhood. But one night, she saw a video from a rheumatologist explaining autoimmune fatigue. She got diagnosed early, avoiding serious damage. That one post didn’t just educate her; it saved her future.

Top Medical Marketing Trends for 2025

Dr. Barbara Hales (02:10) Here are the top five medical marketing strategies for 2025:

Influencer-Led Education – Even smaller practices can build trust on platforms like TikTok.

Empathy-Based Storytelling – Patients want connection, not jargon.

Short-Form Video – Raw, authentic videos are the new norm.

Voice as a Brand Asset – Patients hear you before they see you—use your voice to build trust.

Collaborative Care Content – Cross-promotion between providers is on the rise.

Carlos’ Confidence Boost

Dr. Barbara Hales (02:40) Carlos, a 16-year-old struggling with acne and anxiety, saw a TikTok video from a dermatologist debunking skin care myths. Three months later, not only was his skin clearer, but he also gave a speech in front of his class. His mom wrote the dermatologist, saying, “You didn’t just treat his skin; you helped him see himself again.”

Fighting Health Misinformation

Dr. Barbara Hales (03:10) Ogilvy’s bold move was launching a Verified Creator Network. Content from real medical professionals gets three times more engagement than unverified sources. It’s time for doctors to share their expertise and combat misinformation with trust and compassion.

Lena’s Lifeline

Dr. Barbara Hales (03:40) Lena, a breast cancer survivor, found comfort in a YouTube channel from another survivor. She joined a Facebook group and later shared her own recovery updates. The community grew, and hope spread. Marketing didn’t just inform—it became a lifeline.

Bringing It Home: The Future of Medical Marketing

Dr. Barbara Hales (04:10) Medical marketing today isn’t just about SEO or paid ads. It’s about showing your human side and connecting with patients where they already are. Agencies like Ogilvy are raising the bar for everyone.

Closing Remarks

Dr. Barbara Hales (04:40)

If this episode has inspired you, share it with a colleague. Remember, your voice heals, your story matters, and your marketing can make a real difference. If you need help telling your brand’s story, let’s connect. Until next time, I’m Dr. Barbara Hales—stay visible, stay valuable, and stay human.

The post Healing Through Influence first appeared on The Medical Strategist.

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In this episode, Dr. Barbara Hales talks with Jane Atkinson about scaling a speaking career using tested strategies from decades in the industry.

• Jane Atkinson, founder of The Wealthy Speaker School, shares how she’s helped countless speakers—from newcomers to $30K-per-gig pros—grow their careers through innovative coaching, strategic branding, and consistent content marketing.
• She recounts her journey from an inspired 25-year-old who saw Les Brown on TV to becoming a speaker agent and then a top-tier coach in the speaking industry.
• Jane explains how free speaking engagements, layered marketing, and powerful lead magnets like quizzes and downloadable guides have been essential in growing visibility and trust.
• She emphasizes the value of “promise statements,” niche positioning, and testimonials that reflect real, outcome-based transformations—not just charisma.
• Jane also highlights the importance of personal branding, clear messaging, and reputation management (via reviews or LinkedIn testimonials) for long-term success.
• Her advice applies beyond speakers, helping professionals like doctors stand out by narrowing their focus, marketing with purpose, and building strong follow-up systems.

Key Takeaway: “Pick a lane and stand tall in your expertise. Don’t try to be everything to everyone. Clarity and focus make you the go-to expert.” – Jane Atkinson

Connect with Jane Atkinson: Website: www.SpeakerLauncher.com
Podcast: The Wealthy Speaker Podcast
Contact: Via website contact form
LinkedIn: linkedin.com/in/speakerlauncher

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (199)

Introduction to the Episode

Dr. Barbara Hales (00:02)Welcome to another episode of marketing tips for doctors. I’m your host. Dr. Barbara Hales, today we have with us Jane Atkinson, very interesting and well-accomplished person. Jane has been helping speakers catapult their careers for more than 30 years. She’s the author of The Wealthy Speaker 3.0, The Epic Keynote, The Wealthy Speaker Daily Success Planner and Journal, and Scaling Your Speaking Business. So she has been busy prior to coaching. Jane worked as an agent for several speakers whose careers skyrocketed. She also served as vice president of a speakers’ bureau in Dallas, where she represented several celebrities, bestselling authors, and business experts. Jane is the founder of The Wealthy Speaker School, which helps speakers build the businesses of their dreams through their course community masterminds and private coaching. Welcome to the show, Jane.

Jane Atkinson (01:09) Thank you, Barbara, thank you so much for having me.

How Jane Got Started in the Speaking Industry

Dr. Barbara Hales (01:13) How did this all get started for you? How did you decide to become a speaker?

Jane Atkinson (01:19) Well, I was 25 years old and just—and I’m 61 now, so that gives you a little bit of time frame. And I was just trying to figure out where I what I wanted to do next. I had had, I was the queen of jobs. I’d had all kinds of jobs, and I was working on a contract for 3M and I saw a motivational speaker on TV, Les Brown. He did his Live Your Dreams keynote, and I was hooked. I recorded it on VHS, and I watched it over and over and over again, and I thought that’s what I want to do next. I want to go and work for a motivational speaker. And just by nature of kind of putting it out there, I ended up, I told somebody at 3M that that was my—oh, my best friend who used to work at 3M as a VP just left and has become a professional speaker. You should go work for her, and that’s what ended up happening. And the rest is kind of history. I was an agent for the first half of my career, and I’ve been a coach for the second half, which is over 30 years.

Challenges Faced When Starting Out in the Industry

Dr. Barbara Hales (03:07) What were the biggest challenges you faced when starting out, and how did you overcome them?

Jane Atkinson (03:13) Well, my first job as an agent, my boss, who was the former 3M person, had written a book and gone out and done a whole bunch of free speaking, and then she got this big contract to go and work for Chrysler. So she handed me a stack of business cards and said, I’ll be back in six weeks. Here you go. So it was kind of sink or swim, and it was just at that time, I would pick up the phone and kind of make 30, 40, 50 calls a day and just see if I could get my speaker booked. And of course, I wasn’t very good in the beginning. That was certainly a challenge not having that skill and expertise to smoothly conduct myself. But I did exactly what Les Brown had said. I kind of sat at the feet of the masters of the industry, and I really learned from them, and that was a game changer, and that whole continuous improvement idea has served me quite well over the last 35 years.

Turning Point for Jane in Her Coaching Career

Dr. Barbara Hales (04:30) What was the turning point or pitfall moment that helped you transition from startup to success? How did you seize that opportunity?

Jane Atkinson (04:42) Well, if we fast forward to when I started out as a coach on my own, so I worked for other people for the first 15 years, and when I started out as a coach on my own, I think my mind. That was probably even beyond my level of skill. So when I was getting trained as a coach at CTI, which is Coaches Training Institute, I remember asking the instructor how much he charged as a coach, and he told me, I don’t know, 300, 350 dollars an hour, or something like that. And I thought, Okay, well, I’m gonna blow that away. And so I was quite confident in my skills because so many people had already come to me and asked me for advice on how to get booked as a speaker. And so I immediately started charging more, and I have continued to, you know, grow and evolve. But I would say it was probably my, my confidence, that served me quite well in the beginning.

Promoting Yourself and Gaining Visibility

Dr. Barbara Hales (05:54) What are the—you know, even though you may have been wonderful, you know, very few people probably knew about you when you first started out, right? How did you promote yourself so that you increase visibility? And had people say, yeah, she’s great. She’s the one I want?

Jane Atkinson (06:14) In the early days, I went out and this is so applicable for your audience. I went out and spoke for free. So from all of this places where speakers gathered, I did Toastmasters, audiences. I did every National Speakers Association, state audience, state chapter here in Canada, I did the Canadian Association of Professional Speakers, chapter after chapter. I’ve been almost, you know, to, let’s say, 50 different chapters. And that was a really good business builder for many, many years. But my marketing strategy has always been layered. It’s never been just one thing for so for many years, I spoke for free, social media kicked in that has become something that is just an ongoing thing. We do reels every week. We do posts every week. I have given away a university’s worth of content through my blog, through my own podcast. I have a podcast called The Wealthy Speaker Podcast, and I have been doing that for over a decade, and just giving away interviewing people, drawing out the nuggets and giving it away for free. That has always been a part of my strategy.

Back-End Business and Lead Magnets

Dr. Barbara Hales (07:49) So for our listeners, I’d like to point out that free is not actually free for a number of reasons, for all the things that you could get from, you know, engaging the audience with your free talk, one of which, of course, is if you’re trying to build up your practice, people are listening to you and saying, Wow, this is an authority, like in his or her field, and this is someone that, you know, I would feel very comfortable with, and that I would like to seek out, that they have the answers. But listen to that. They also do like back end business. Can you tell them about that?

Jane Atkinson (08:33) Lots of people will speak for back end. But in my world, lots of people also, just to clarify, lots of people also speak for fees. I have speakers who are charging $500 and I have speakers who are charging $30,000 per speech. Okay, so just know that that’s pretty varied. People who have a set of offerings. Can go out and speak to an audience. So I would prefer people to be quite strategic about it. So let’s say that you’re trying to build a chiropractic office. You want to maybe you have a group of insurance, local insurance agents or people who could maybe refer to you, physical therapists, whatever it might be, and you could go and speak to them, and the back end would be that they would come and use your services. I have had a lot of back end products for my speaking. I have a school that people can join. We have a mastermind that we run a lot of classes and things on every month, and I have books and other things so lots of people will do it for back of room. Room. We call it that’s when you’re selling books and products back of room. But then there’s also follow-ons from there. Did I answer that question?

Dr. Barbara Hales (10:09) Yes, you did. But okay, to just make it a little more clear. Okay, you know, if a doctor had, you know, like additional products or services to their office, like, let’s say they also had an esthetic spa, or they had white label, you know, skin creams, or they had additional products that were in sync with their services. The back end would be where people listening get to know about it and maybe try it out, or, you know, a way for them to additionally purchase those products and services.

Personal Branding and Testimonials

Jane Atkinson (12:56) Well, reputation is really everything in your industry and my industry, and I think getting testimonials and other people to say it for you. So if you’re doing a marketing piece, you say it and then you back it up with a testimonial that kind of says what it is. Now, in my world, we’ll massage this. You can help me massage this. In my world, we don’t necessarily want testimonials that say this person is a good speaker. What we’re looking for are kind of outcome-oriented testimonials. I went to this doctor and I became—not, not were they a nice doctor, great bedside manner, but they fixed my problem, absolutely, my pain. And so figure out what the pain points are, and then get testimonials that will allow people to see that you can fix their problems.

Dr. Barbara Hales (14:05) Right for many doctors, the testimonial, it actually comes down to rankings and reviews, because even if you are referred to a doctor by your family or by doctors that you’re currently going to by your like nail salon people, nobody actually goes to the doctor that they get a referral from unless they’ve gone online first and looked at the rankings and reviews. If someone has none, it’s very unlikely that an appointment will be made for that doctor. So, yeah, more than just like a testimonial, like rankings and reviews are so important for doctors to have.

Strategy for Doctors Looking to Improve Marketing

Dr. Barbara Hales (15:19) If a doctor wanted to improve their marketing today, what is one quick and impactful strategy they can implement immediately?

Jane Atkinson (15:19) Well, we have this thing called a promise statement that I think crosses over nicely into your industry. And when I come to see about you, whether it be on LinkedIn or whether it be on your website, I want to see immediately, kind of what your secret sauce is, what is your specialty? And I actually think doctors probably are a little reluctant to go more narrow on that. But when I know that this doctor is perfect for, you know, pregnant women having this problem, they’re going to have a sea of pregnant women in their waiting room because they have specified that. And so I would say, be clear on the promise is, and how narrow you go is going to be completely up to you and your fearlessness. But, yeah, be clear on the promise.

Common Mistakes to Avoid in Marketing

Dr. Barbara Hales (16:23) I think that that’s an excellent suggestion. What’s a common mistake professionals make when trying to market themselves, and how can doctors avoid it in their practice?

Jane Atkinson (16:37) What is a mistake a lack of clarity and trying to be all things to all people. So in my world, if I look at a speaker’s website and they have 10 speeches that they could offer, I will think to myself, This person is a jack of all trades and a master of none. If they have three offerings, boom, boom, boom, that all kind of fall under the same umbrella, maybe, like it’s, oh, they’re all related to leadership, or they’re all related to communication, or whatever it might be, then I will come to see that person as an expert. And so I think being standing tall in your expertise and picking a lane is probably the best suggestion that I have.

Closing and Contact Information

Dr. Barbara Hales (17:38) Oh, absolutely, if someone hearing you today says, you know, I could really use some coaching lessons, or, you know, I’d like to check out the school that she has. How would people reach you?

Jane Atkinson (17:54) They can come to me at SpeakerLauncher.com, they can write to me from there, they can get a whole bunch of goodies. Our blog is there with lots of topics, our podcast is there, and just let us know what you’re after, and we’ll book a call and see what’s a fit.

Dr. Barbara Hales (18:16) And no worries if you didn’t catch it from the podcast, because we do have that URL in our show notes. Great. Well, Jane, it has been an absolute pleasure speaking with you today, and you know, I hope to speak with you again in the near future.

Jane Atkinson (18:39) Thank you so much. Thank you.

Dr. Barbara Hales (18:39)

This has been another episode of marketing tips for doctors with your host, Dr Barbara Hales, please subscribe so that you can join our growing community and get to hear more tips as time goes on, please like and share as well till next time you.

The post Scale Your Speaking Career first appeared on The Medical Strategist.

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In this episode, Dr. Barbara Hales discusses how AI transforms how doctors connect with their patients to work smarter, not harder. Dr. Hales explains that AI is not about replacing human interaction but enhancing it by automating administrative tasks, enabling doctors to focus more on patient care. She outlines how AI can personalize patient outreach, send timely reminders, and target communications based on patient behaviors, health history, and preferences.

Dr. Hales highlights three powerful use cases for AI:

• Personalized outreach: Sending customized messages to patients, such as appointment reminders or health tips based on their needs.
• Smarter email targeting: Automating email campaigns tailored to different patient segments (e.g., young moms, seniors, diabetics), leading to higher engagement and more bookings.
• Social listening: Monitoring online conversations about the practice to spot concerns, amplify positive feedback, and address trending topics, like launching guides based on patient discussions.

With AI tools like MailChimp, Active Campaign, and Hootsuite Insights, doctors can improve their patient communications without needing to be tech experts. Dr. Hales emphasizes that these tools are easy to implement and immediately impact patient engagement and retention.

Key Takeaway:
“AI is here to make healthcare more human by automating the busy work and giving doctors more time to connect with their patients in meaningful ways.” – Dr. Barbara Hales.

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (198)

Welcome and Introduction

Dr. Barbara Hales (00:02) Welcome to another episode of marketing tips for doctors. I’m your host, Dr. Barbara Hales, and today we are talking about how you can work smarter, not harder, when it comes to getting new patients, and also attracting your current patients with your new partner, AI.

AI: Revolutionizing Medical Practice

Dr. Barbara Hales (00:35) This topic is revolutionizing how doctors are operating their medical practice and connecting with their patients. Now, before you imagine robots taking over your front desk, let me stop you right there.

Dr. Barbara Hales (00:46) AI isn’t here to replace the human side of medication and medicines. It’s here to make your outreach smarter, more targeted, and more personal, without burning you or your staff out.

Smarter, Not Harder: How AI Helps Connect with Patients

Dr. Barbara Hales (01:09) Today’s episode is smarter, not harder. How AI helps you connect with patients? Let’s get into it. Let’s start with the basic truth: Your patients want to feel seen, heard, and remembered. That’s the foundation of great care and great marketing.

Dr. Barbara Hales (01:23) But as your schedule fills and your admin team juggles tasks, it becomes harder to give every patient that personal touch. That’s where AI comes in. AI doesn’t make healthcare colder. It can actually make it more human by automating the busy work that keeps us from real connection.

What is AI in Healthcare Marketing?

Dr. Barbara Hales (01:39) So what is AI in this context? It’s software that uses data to send the right message to the right patient at the right time based on their behavior, needs, and preferences.

Dr. Barbara Hales (01:53) Let me break that into three powerful use cases: personalized outreach, smarter email targeting, and social listening.

Use Case 1: Personalized Outreach

Dr. Barbara Hales (02:10) Imagine this: A 58-year-old patient with high cholesterol hasn’t booked a follow-up appointment in nine months. Your AI system flags it and sends a gentle email. “Hi, David. It’s time to check in on your heart health. Book your next appointment today.” That’s not a mass blast, that’s automated personalization.

Dr. Barbara Hales (02:28) Real-world examples: patients with asthma get reminders before pollen season. Women over 40 get mammography nudges near their birthday, and diabetics get tips on managing blood sugar during the holidays. You’re nurturing your patient relationships without lifting a finger and with better timing than most humans can deliver.

Use Case 2: Smarter Email Targeting

Dr. Barbara Hales (03:23) We’ve all sent out newsletters or updates and heard crickets. AI takes email marketing from shotgun blasts to laser-focused conversations.

Dr. Barbara Hales (03:30) What does it do? Segments your patient lists automatically by age, health history, appointment behavior, or interest. It predicts when each person is most likely to open your message, and it optimizes subject lines and content based on past engagement.

Dr. Barbara Hales (03:47) Example: Instead of sending the same email to 1,000 patients, you send a wellness checklist to young moms, a Joint Health Guide to active seniors, or a diet guide for diabetic patients. The result: higher open rates, more bookings, and patients who feel like you’re speaking directly to them.

Use Case 3: Social Listening

Dr. Barbara Hales (04:30) Here’s the truth: Patients are talking about your practice online, but are you hearing them?

Dr. Barbara Hales (04:39) AI-powered social listening tools scan social media, review sites, and health forums to pick up on patterns, sentiment, and concerns in real time.

Dr. Barbara Hales (04:56) It spots complaints early, like long wait times or phone service, it identifies patient praise to amplify on your website or testimonials, and it notices rising interest in services you provide, like hormone therapy or allergy testing.

Dr. Barbara Hales (05:09) One pediatric clinic noticed a spike in online chatter about RSV. They quickly launched an RSV prevention guide and posted tips online. It positioned them as proactive and responsive, which patients loved.

Entry-Level AI Tools for Doctors

Dr. Barbara Hales (06:01) If you’re interested but not sure where to start, you don’t need to invest in some million-dollar system. Here are a few entry-level AI tools you can try.

Dr. Barbara Hales (06:04)

• Solution Reach
• Well Health
• Patient Pop

Dr. Barbara Hales (06:10) Tools for smarter email include:

• MailChimp with AI subject line optimizer
• Active Campaign for behavior-based triggers
• Constant Contact with predictive send time

Dr. Barbara Hales (06:27) Tools for social listening include:

• Hootsuite Insights
• Brand 24
• Sprout Social

Closing Remarks: You Don’t Need to Be a Tech Expert

Dr. Barbara Hales (06:45) You don’t need to be techie. You just need to be curious and willing to experiment. These tools will change how your practice performs and how receptive your current patients and prospective patients will be.

Dr. Barbara Hales (06:55) The tools mentioned will be in the show notes, so you can check each one at your leisure. You don’t have to be a Silicon Valley startup to deliver 21st-century care. You just need the right mindset and the right partner.

Conclusion

Dr. Barbara Hales (07:05) If this episode opens your eyes to how AI can make your patient communication smarter, not harder, I’d love to hear from you. Send me your questions, share this episode with a colleague, and don’t forget to subscribe to Marketing Tips for Doctors for more strategies to grow your practice without losing your soul in the process.

Dr. Barbara Hales (07:23) Until next time, I’m Dr. Barbara Hales. Stay visible, stay valuable, and stay human.

The post How AI Helps You Connect with Patients first appeared on The Medical Strategist.

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In this episode, Dr. Barbara Hales sits down with Carrolee Moore Drummonds, founder of the Podcast Pitching Society, to explore how professionals can enhance their visibility and credibility through podcast guest appearances. Carrolee shares her journey from a corporate career in project management and corporate relations to building a successful podcast booking agency, emphasizing the power of storytelling and strategic content marketing.

Carrolee discusses:

• The challenges of entrepreneurship, the mindset hurdles she faced, and how she overcame them.
• The pivotal moment when she realized the true purpose of her business—helping others make a significant impact through storytelling and podcast appearances.
• Her service focuses not just on booking podcast guest spots but also on preparing clients with the correct narrative and content to maximize their impact.
• A holistic approach that includes creating social media content, email sequences, and more, all designed to convert listeners into clients.

Key Takeaway:
“Do what lights you up in business, because when you’re passionate, you can stay consistent and see greater results.” – Carrolee Moore Drummonds

Connect with Carrolee Moore Drummonds:
Website: www.carroleemoore.com
LinkedIn: www.linkedin.com/in/carroleemoore

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (197)

Introduction to Carrolee Moore Drummonds and Podcast Pitching SocietyDr. Barbara Hales 00:00Welcome to another episode of marketing tips for doctors. I’m your host, Dr. Barbara Hales, and today we have with us a very special guest by the name of Carrolee Moore. Carrolee Drummonds is the founder of the Podcast Pitching Society, a boutique podcast booking agency that positions underrepresented experts for high-impact podcast guest appearances. With a background in sales and marketing, Carrolee knows how to turn earned media into a powerful amplifier for credibility, thought leadership, and mission-driven storytelling. After transitioning from a successful corporate career, she built a multiple six-figure business in under two years without relying only on ads, social media marketing, or SEO. And for those around that don’t know what SEO is, it stands for Search Engine Optimization—that’s correct. Her signature anti-social content marketing approach helps mission-driven professionals cut through the noise of the reality to garner true thought leadership, built on expertise, not vanity metrics. Welcome to the show, Carrolee.

Carrolee Moore Drummonds 01:37Thank you so much for having me on the show, Barbara. I’m super excited to have this conversation with you.

The Transition to Podcast PitchingDr. Barbara Hales 01:42How did you get into what you’re doing now with podcast pitching? How did that come to be?

Carrolee Moore Drummonds 01:49Honestly, everything that I’ve done after college, as much as I didn’t know it at the time, was connected to storytelling, right? I fell in love with storytelling after coming to this country as an immigrant and needing a way in. Movies, music, books—everything kind of became how I entered into the culture. It was really, really important to me. After I became okay, I’m here, I understand it now, I still kept feeding on that. So, I went and got my degree in communications media, and then most of my career has been in non-creative spaces. I was in project management at McKesson. I was in corporate relations at MIT. I was doing all these other things that seemingly had nothing to do with graphic design or even public relations, or anything that I got my degree in, but I was actually doing it on the side that entire time. Eventually, it came to a head right as the pandemic hit, and it was a blessing in disguise because I got laid off a week before the pandemic started. Instead of finding another job, I took what I was doing on the side and turned it into a full-time gig because I wasn’t the only one getting laid off. Many people were starting their own businesses and wanted help in marketing and design as well. I took my love for storytelling, which has always been there. I’m a writer, a poet, and all of those things, and took them into the work I was doing in my marketing agency. I found that I really don’t like social media as a form of marketing. I know we need to use it, and I teach people how to use it responsibly for business, but it’s not something I enjoy doing. So I wanted to find other ways to grow my business that didn’t force me to be on social media for hours each day. I looked into long-form storytelling formats, and as you know, as a podcaster, this is one of the best ways to do that. My team started pitching me for different podcasts, and I was getting asked to be on different podcasts as well. Eventually, I just fell in love with it, launched my own podcast, Be More Mindful, and it kind of started from there. When I closed my marketing agency and thought about what I wanted to do next, that was really the most natural transition point for me. I had to think about where marketing was heading for the next five to ten years, and what people actually wanted. They want to be sure, when making a buying decision, that the person they’re buying from—especially if it’s a service provider—is actually who they say they are. And the best way to get that “know, like, and trust” factor as soon as possible is podcasting. So I really dug into that, and now I help other people do the same.

Overcoming Mindset Challenges in EntrepreneurshipDr. Barbara Hales 05:47Oh, that’s a good story. What were the biggest challenges you faced when starting out, and how did you overcome them?

Carrolee Moore Drummonds 05:58The biggest challenge was mindset, which is actually the reason I started my podcast Be More Mindful after a few years in business. I realized that there are so many podcasts, books, and articles about the doing of business, but not the being of business. You have to have a certain level of fortitude and resilience. How do you develop that? What do you do when everything around you says that you’ve failed? How do you keep going? I wanted to answer that question for those starting out or thinking about entrepreneurship. The biggest challenge was mindset, and it still is, like every day. Choosing this insane journey called entrepreneurship requires the right mentality, and it takes failing, which sucks.

Finding Purpose and Impact in BusinessDr. Barbara Hales 07:04But you’re absolutely right. Was there a turning point or a pivotal moment that helped you transition from a startup to success when you said, “Oh, this is where I want to be, and I’m making it”?

Carrolee Moore Drummonds 07:18There was definitely a point. After I closed down my agency, I spent three months talking to people—experts, people I looked up to—and I really wanted to understand what they needed. I didn’t want to build something I believed in and try to force the market to accept it. I wanted to build something that was already needed, and that’s when the response to what I launched was different. I realized the purpose of the business is more than revenue—it’s impact. When I see that my work helps someone change the world and get more visibility, I’m blown away. The impact is so much more powerful than just having a pretty logo.

Top Strategies for Effective Marketing and VisibilityDr. Barbara Hales 09:07Well, as you know, no matter how great you are and how much you have to offer, if people don’t know you’re there, it’s going to be irrelevant. So, what are the top strategies you’ve used to market yourself effectively in your field, and how do you think these can be adapted to other professionals?

Carrolee Moore Drummonds 09:39I will tell you my top strategy, but I’m also going to give general advice that will be helpful. My top has been speaking. I’ve recognized that as long as we can get people on our discovery calls, we have a pretty high close ratio. If we vet them well, meaning we’ve done the work to know this is something they actually want, when they understand it, it’s easy to close. Anything where I’m speaking—whether it’s on a stage, at a masterclass, or virtual podcast—has been incredibly lucrative. One of my recent podcast interviews this year resulted in 10 sales meetings from one episode. We’ve already booked and closed several clients from that one podcast, while people are posting on social media 20-30 times a week and not seeing that level of traction. So for us, anything to do with speaking has been very lucrative.

The Services Offered by Podcast Pitching SocietyDr. Barbara Hales 11:38 So when you’re getting your clients, what is your actual service that you’re providing?

Carrolee Moore Drummonds 11:46We have a “done-for-you” and a “done-with-you” option. We don’t just get you placed on the right-fit podcasts. We also help you craft your story, work on content creation, and prepare you to ensure that the podcast appearance maximizes your visibility and conversion. After the podcast goes live, we create reels, captions, social media posts, blog posts, and email sequences to convert your listeners into clients. We handle everything from pitching and preparing you for the podcast to content creation afterward.

Avoiding Common Mistakes in Podcast GuestingDr. Barbara Hales 17:37What are two mistakes that people make when thinking of starting their own podcast or guesting on other people’s podcasts?

Carrolee Moore Drummonds 17:47People focus too much on the size of the audience and not enough on impact. Many get excited about being on TV or large platforms, but the real question is, how many people in that audience are your ideal clients? Focusing on numbers rather than true engagement and impact is a huge mistake.

Actionable Tips for SuccessDr. Barbara Hales 19:50What are two tips that you’d like to give our listeners to get more success right away?

Carrolee Moore Drummonds 19:50First, create a story bank. Think through different times in your life and pull out stories that connect with your audience. These stories can make your content stand out in a personal way. Second, get on podcasts. Don’t just start your own podcast right away. Instead, guest on others’ podcasts to get in front of existing audiences.

Email Mini-Course Introduction

Dr. Barbara Hales 23:43I would be remiss if I didn’t mention that you have an email mini-course. Tell us a little bit about that.

Carrolee Moore Drummonds 23:43The email mini-course walks you through our proprietary framework. It gives you the tools to do great research, craft pitch letters, and improve your podcast appearances. It’s self-paced, but I check in and make sure everyone is progressing. You’ll leave with everything you need to start pitching your podcasts successfully.

Dr. Barbara Hales 25:59Love that. Thank you so much, Carrolee.

Carrolee Moore Drummonds 26:04Well, it’s been a delight having you here today. This has been another episode of Marketing Tips for Doctors. Till next time, bye.

The post Podcast Pitching Society first appeared on The Medical Strategist.

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In this episode, Dr. Barbara Hales chats with Ty Cohen, founder of the Digital Business Builder Blueprint, about the key strategies for building a digital business that provides freedom without burnout.

• Ty shares how he transitioned from working long hours at Walgreens to launching his digital business, helping professionals and creatives turn their knowledge into profitable digital products. He emphasizes the importance of authenticity, building a business with clear systems, and avoiding the pitfalls of burnout.
• Ty reveals the core of his coaching program, which helps clients find clarity on their ultimate business goals, whether it’s gaining more clients, achieving more freedom, or earning additional income. The program provides one-on-one guidance to help you create digital products, such as online courses, books, workshops, and memberships.
• Ty also discusses how professionals, including doctors and creatives, can build their digital businesses by offering value through lead magnets and video content, making the process organic and authentic. He provides insight into the key mistake many make when marketing their business and how to avoid it—staying genuine and giving away valuable information to build trust.

Key Takeaway:

“Building a business that doesn’t burn you out means creating systems that allow you to live life on your terms—whether that’s meeting with clients, enjoying lunch with family, or taking spontaneous trips.” – Ty Cohen.

Connect with Ty Cohen:

Website: www.tycohen.com

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (196)

Introduction to the Episode

Dr. Barbara Hales 00:02

Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales. Today, we have with us a special guest, Ty Cohen. Today’s guest is someone who went from spending 10 years behind a pharmacy counter to building a digital business that runs with clarity, confidence, and purpose. He’s the founder of the Digital Business Builder Blueprint, a six-month coaching experience where he helps professionals, coaches, creatives, and everyday action-takers turn what they know into digital products, coaching offers, and businesses they can run, grow, or even sell one day. What makes his approach different is that it’s not about overnight results or going viral—which we will hope for anyway. It’s about creating real solutions, real systems, and a business that gives you freedom without burnout. He’s here today to talk about what it really takes to build something online that lasts, and how to shift from trading hours for dollars to building a business that runs with more structure and less stress. Welcome to the show, Ty!

Ty Cohen’s Background and Early Career

Ty Cohen 01:26
Hey, Barbara, thanks for having me. I’m excited. I’m excited to hear what we’re going to talk about today.

Dr. Barbara Hales 01:30
Yes, well, we’re going to be talking about you, partially because you’re going to give our listeners some great advice and tips that they’ll be able to implement right away.

Ty Cohen 01:42
Let’s do it.

Ty Cohen’s Life Before Digital Business

Dr. Barbara Hales 01:43
So take us back. What was your life like before you discovered digital business? And, you know, like, what has it been like since?

Ty Cohen 01:52
Yeah, you know. So working at a pharmacy, we got paid off a stipend, right? So we put in 55 hours a week at a minimum. So that was my life. It seemed like I would get up, go to work, go home, get something to eat, get up, go to work, go home… It was like Groundhog Day every single day. My life consisted of work, being at Walgreens, working with customers, attending meetings, and very little time for myself and my family. And at that time, I was just starting a family, right? So it was super important to be there. I just felt like everything was Walgreens Pharmacy.

Dr. Barbara Hales 02:39
I think a lot of doctors can certainly relate to that. They go to work, they come home, they fall asleep, and then the next day, they’re back at work without spending any time outside the office for their loved ones.

Ty’s Journey to Digital Business

Ty Cohen 02:54
Yeah, yeah. And I think that what happens is, you know, when I first started doing this, Barbara, I didn’t have any role models. So it’s not like now where you can turn on YouTube or Instagram and see people with digital businesses everywhere. What I did know is that I wanted to be different. I think that’s what it takes sometimes: wanting to be different. So I started to study business, and as I did, I started dabbling in it. I realized it was scary, but this was the freedom I was after. It was like tasting that first bite, and I was totally hooked. So I would come home after Walgreens, exhausted, but I had this renewed energy because I knew I was going home to work on something that would eventually pull me away from where I was. I would put in another three or four hours into studying my digital business. That was the beginning for me. Since then, I’ve helped tens of thousands of people do the same.

Building the First Digital Product

Dr. Barbara Hales 04:05
How did you go from having no audience or tech skills to building your first digital product?

Ty Cohen 04:13
Yep, that’s a great question. So, being genuine and authentic, listening to your customer base, and being willing to help only those in alignment with you is key. Once I made that decision, I could talk to those people, and they were willing to listen. Selling then became easier because I wasn’t selling to everyone, I was helping people who genuinely wanted help.

Building a Business Without Burnout

Dr. Barbara Hales 04:52
You talk a lot about building a business that doesn’t burn you out. What does that actually look like?

Ty Cohen 04:58
A business that doesn’t burn you out looks like this: I have a meeting with Barbara, I attend that, and after, I can go out to lunch with my wife if I want. On a Thursday, I can go to the beach if I feel like it. If my wife says, “Hey, let’s go to France in two weeks,” we can plan it. There are no obligations. We have that freedom and availability.

Explaining Digital Publishing in Simple Terms

Dr. Barbara Hales 05:33
Sounds good. So, for someone listening who’s never heard of digital publishing or digital products, how would you explain it in simple terms?

Ty Cohen 05:47
Digital products and publishing is basically taking something you’re passionate about or knowledgeable about, and then packaging it in a digital format. It could be a Kindle book, a digital course, a membership, or workshops—any digital format that’s easy for people to access. These products are often sold directly through online platforms. It could be a $5 product or a $25,000 product. And the best part is, it applies to any industry, from doctors to creatives.

Digital Publishing Success Stories

Ty Cohen 07:43
For example, I have a client who’s a surgeon, but she’s passionate about crocheting. I helped her create a digital course about crocheting, and now she’s selling it left and right. So, it’s about creating a product around something you love talking about. Or, if you’re a professional with a practice, creating a Kindle book as a marketing tool can help get clients and prospects.

Why Digital Products Are Easier Than Textbooks

Dr. Barbara Hales 09:12
What I want to point out to our listeners is that writing a textbook takes years of hard research, sourcing, and corroborating. But if you publish a Kindle book on topics you’re already an expert in, it would be much easier and faster to attract clients. Would you agree?

Ty Cohen 11:30
Absolutely. We help clients create everything from books to courses and coaching programs. A Kindle book can be used to attract clients because it allows you to answer common questions and provide value, and at the end, you offer a way for readers to contact you for more. You can market it on social media to gain new prospects quickly.

Digital Publishing for Non-Writers

Dr. Barbara Hales 11:37
Can someone who isn’t typically an author still write digital products online?

Ty Cohen 11:37
Absolutely. About 50% of people I work with are passionate about writing, while the other half aren’t. If you’re not into writing, you can hire a ghostwriter or freelancer to create content based on your ideas. They’ll handle the writing, and you can focus on marketing and growing the business.

Overview of the Digital Business Builder Blueprint

Dr. Barbara Hales 12:31
You run a six-month coaching experience called the Digital Business Builder Blueprint. Can you walk us through what that looks like?

Ty Cohen 12:31
Sure! We first identify your ultimate goal—whether it’s more clients, more freedom, or more income. Then, we determine why you want to achieve this goal because understanding your “why” helps you stay on track. After that, we start building your program, whether it’s a book, course, coaching program, or something else. I work with clients one-on-one to ensure they don’t make common mistakes.

Marketing and Growing Your Digital Business

Dr. Barbara Hales 14:34
How did you get the word out about your brand when you first started?

Ty Cohen 14:34
I focused on building genuine relationships and engaging authentically with people. Over time, word spread, and as I started advertising, my audience grew. The key is to be authentic and consistent.

Creating a Unique Brand

Dr. Barbara Hales 15:45
How can doctors create a unique brand that sets them apart?

Ty Cohen 15:45
The key is giving value to your clients and prospects. In the digital space, it’s easy to share value through things like books or videos. Offering advice in a relatable way helps you connect with your audience. Being authentic will make you memorable, and clients will bring you more clients.

Mistakes to Avoid in Marketing

Dr. Barbara Hales 17:52
What is a common mistake professionals make when trying to market themselves, and how can doctors avoid it in their practices?

Ty Cohen 17:52
A common mistake is copying what others are doing. The key is offering value with a clear call to action, such as a free video, pamphlet, or book. By giving useful information and staying consistent, you’ll gain credibility and start attracting more clients.

What Is a Lead Magnet?

Dr. Barbara Hales 19:35
What is a lead magnet, and what’s the most effective type for professionals?

Ty Cohen 19:35
A lead magnet is a valuable piece of content offered in exchange for contact information. This could be a free video, guide, or ebook. The key is to give more value than expected, and make sure your content is shareable, which can make your brand go viral.

Final Tips on Video Marketing

Dr. Barbara Hales 22:13
Where should you post your video? Should it be on YouTube, and then linked to your website?

Ty Cohen 22:13
Yes, upload your video to YouTube, make it public, and link it to your website or opt-in page. This way, the video will be visible to both new viewers and existing clients, and it can be easily shared.

Conclusion

Dr. Barbara Hales 23:41
Well, that’s great advice. And listeners, get started on this! This has been another episode of Marketing Tips for Doctors, featuring Ty Cohen, who’s shared some fantastic insights. His contact information will be on our show notes. Till next time, bye!

The post Grow Big with Digital Products first appeared on The Medical Strategist.

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In this episode, Dr. Barbara Hales talks with Dr. Michael Neal about building the best hiring system for doctors.

• Neal, founder of Build My Team, shares how his company streamlines the hiring process for healthcare practices by finding top-tier talent without the usual hassle.​
• He explains how their system uses surveys, cognitive and personality assessments, and video interviews to narrow hundreds of applicants down to the most qualified and culturally compatible.​
• The approach focuses on hiring for attitude and alignment with core values—not just resumes—saving doctors from costly hiring mistakes.​
• Neal points out that most healthcare providers aren’t trained in hiring, often leading to poor results, burnout, or high turnover.​
• He shares that his company takes the guesswork out of hiring by providing pre-vetted candidates for interview, making the process stress-free and efficient.​
• With a 93% retention rate, Build My Team proves that a strategic hiring system can lead to long-term team satisfaction and stronger practices.​

Key Takeaway: “Doctors are great at practicing medicine—not hiring. That’s where we come in—to help them build a team they can trust, so they can focus on what they do best.” – Dr. Michael Neal.​

Connect with Dr. Michael Neal:Website: www.BuildMyTeam.com
Email: info@buildmyteam.com
LinkedIn: linkedin.com/in/dr-michael-neal

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (195)

Introduction

Dr. Barbara Hales: Welcome to Marketing Tips for Doctors, the podcast that gives you powerful insights to grow your practice and elevate patient care. I’m your host, Dr. Barbara Hales, and today we have a truly inspiring guest — Dr. Michael Neal. He’s the founder and CEO of Build My Team, a unique service helping healthcare practices streamline their hiring process using science-based strategies. In this episode, we’ll explore Dr. Neal’s journey from family medicine to entrepreneurship, how his hiring system transforms medical practices, and the benefits of optimizing your team to save time, reduce turnover, and grow your business.

Story 1: From Physician to Founder

Dr. Barbara Hales: Dr. Neal, let’s start with your background. You were practicing family medicine before this entrepreneurial pivot. What led you to make such a big shift?

Dr. Michael Neal: I practiced family medicine for 17 years and ran my own clinic for about 15 of those years. But what I found was that hiring great employees was incredibly difficult. It was also the biggest source of stress in my practice. We had a 50% failure rate, meaning half of the people we hired either weren’t a good fit or left within a few months. I started thinking, “There has to be a better way.” That frustration pushed me to develop what eventually became Build My Team.

Dr. Barbara Hales: That’s such a relatable pain point for many in private practice — hiring is time-consuming, expensive, and often disappointing.

Dr. Michael Neal: Exactly. I realized that no scientifically based hiring systems were being used in the healthcare space. So I dove into research, read everything I could about industrial-organizational psychology, and started applying those principles in my clinic. The results were incredible.

Key Strategies Behind Build My Team

Using Scientific Hiring to Reduce Turnover

Dr. Michael Neal: One of the biggest changes we made was using assessments to measure cognitive ability and personality traits. We look for things like attention to detail, work ethic, and how well someone fits into a specific role. For example, someone might be a great person, but that doesn’t mean they’ll succeed as a front-desk receptionist. You need specific traits for that role. By focusing on job fit, we dramatically improved our retention rate and office culture.

Dr. Barbara Hales: That’s fascinating. So you’re saying that traditional hiring — based just on resumes and interviews — is almost like guesswork?

Dr. Michael Neal: Exactly. It’s like rolling the dice. Most doctors don’t have time to become hiring experts, so they go off gut instinct, which can be really misleading. Our system takes that burden off their plate.

How the Build My Team Process Works

Dr. Barbara Hales: Walk us through the process. How does Build My Team actually help a practice?

Dr. Michael Neal: First, we meet with the doctor or practice owner to understand exactly what they need. Then we take over the entire hiring process — from writing the job post, advertising, screening, and testing, to delivering the top three candidates. We also provide interview questions tailored to each candidate. The doctor only needs to choose who they want to hire.

Dr. Barbara Hales: That’s incredible. So the practice owner gets all the benefits of a structured, scientific hiring process without having to do the heavy lifting.

Dr. Michael Neal: Right. We handle everything so doctors can focus on patient care and running their business.

Story 2: Real Results from Real Practices

Dr. Barbara Hales: Can you share a success story from one of your clients?

Dr. Michael Neal: Absolutely. We worked with a dental practice that had struggled for years with front desk turnover. After using our system, they hired a candidate who’s now been with them for three years and has completely transformed their patient experience. That one good hire saved them thousands in recruiting costs and boosted their revenue because patients were happier and more engaged.

Coaching and Tools for Long-Term Success

Dr. Barbara Hales: Do you also offer ongoing support or coaching after the hire?

Dr. Michael Neal: Yes, we provide onboarding support and guidance to help ensure a smooth transition. And we always encourage practices to continue using structured feedback and performance tracking to maintain that strong team dynamic.

Conclusion

Dr. Barbara Hales: This has been such a valuable conversation. Thank you, Dr. Neal, for sharing your journey and insights with us today. If you’re listening and ready to upgrade your hiring process, visit buildmyteam.com and schedule a consultation. Remember, a strong team is the backbone of a thriving practice.

Dr. Michael Neal: Thank you so much for having me. I truly believe that every healthcare provider deserves a team that supports their mission and makes their life easier. That’s what Build My Team is all about.

Dr. Barbara Hales: And that’s a wrap for today’s episode! If you enjoyed this, don’t forget to subscribe and leave a review. Until next time, stay smart and stay successful.

The post The Best Hiring System for Doctors “Build My Team” first appeared on The Medical Strategist.

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In this episode, Dr. Barbara Hales explores how video marketing can transform patient trust and engagement in medical practices.
• The Power of Video – People retain 95% of a message through video compared to just 10% from text. Video builds trust by showing authenticity, emotions, and personal connections.
• Types of Effective Videos
●Welcome Videos – A short introduction featuring the doctor and staff, creating a warm and inviting first impression.

●FAQ Videos – Address common patient concerns, such as procedure expectations or office visits, reducing anxiety and uncertainty.

●Behind-the-scenes – A walkthrough of the clinic and staff to make patients feel more comfortable before their visit.

●Patient Testimonials – Real stories from patients build credibility and trust.

●Educational Videos – Explaining conditions, treatments, or lab results enhances patient understanding and confidence.
• Real Success Stories –

●A pediatrician’s 90-second welcome video reassured a new mother at 2 AM, leading to an immediate appointment.

●A dermatologist gained 12 new bookings in two days from a simple, unscripted Q&A video about sunscreen.

●A surgeon’s FAQ video on hernia surgery convinced a hesitant veteran to book his procedure after years of delay.
• Where to Share Videos – Website homepage, Google Business Profile, social media platforms (Instagram, Facebook, TikTok), patient portals, and email newsletters.
• Overcoming Camera Shyness – Start simple, use a smartphone, and be yourself. If necessary, opt for voiceovers or animations, but authenticity matters most.

Key Takeaway:
“Video isn’t about perfection—it’s about connection. Patients choose doctors they trust, and video helps you build that trust before they even step into your office.” – Dr. Barbara Hales.

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business Website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: Barbara@TheMedicalStrategist.com
Books:
●Content Copy Made Easy
●14 Tactics to Triple Sales
●Power to the Patient: The Medical Strategist
YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

TRANSCRIPTION (194)

Introduction
Dr. Barbara Hales: Welcome to Marketing Tips for Doctors, the show where we uncover the best strategies to elevate your private medical practice. I’m your host, Dr. Barbara Hales, and today, we’re diving into an exciting topic—how video builds trust in your medical practice.
Gone are the days when text alone was enough to engage patients. Studies show that people retain 95% of a message through video, compared to just 10% from text. Video helps build trust by showcasing authenticity, emotions, and personal connections.
Why Video is a Game-Changer for Doctors
Dr. Barbara Hales: Video content allows doctors to engage with patients before they even step into the office. Unlike written content, video creates an emotional connection, making patients feel more comfortable and confident in their healthcare decisions.
Patients want to see your face, hear your voice, and get a sense of your personality. This helps reduce fear and anxiety, leading to stronger patient relationships and higher retention rates.

Types of Effective Videos for Medical Practices
Dr. Barbara Hales: If you’re wondering what types of videos work best for a medical practice, here are some key examples:
●Welcome Videos: A short introduction featuring the doctor and staff, creating a warm and inviting first impression.

●FAQ Videos: Addressing common patient concerns, such as procedure expectations or office visits, to reduce anxiety and uncertainty.

●Behind-the-scenes Footage: A walkthrough of the clinic and staff, making patients feel more at ease before their visit.

●Patient Testimonials: Real stories from patients build credibility and trust.

●Educational Videos: Explaining conditions, treatments, or lab results simply to enhance patient understanding and confidence.

Real Success Stories of Video in Healthcare
Dr. Barbara Hales: Let’s look at some real-life examples of how video has impacted medical practices:
●A pediatrician’s 90-second welcome video reassured a new mother at 2 AM, leading to an immediate appointment.

●A dermatologist gained 12 new bookings in two days from a simple, unscripted Q&A video about sunscreen.

●A surgeon’s FAQ video on hernia surgery convinced a hesitant veteran to book his procedure after years of delay.

Where to Share Videos for Maximum Impact
Dr. Barbara Hales: Once you’ve created a video, it’s important to share it where it will have the most impact. Consider posting on:
●Your website homepage

●Google Business Profile

●Social media platforms (Instagram, Facebook, TikTok)

●Patient portals

●Email newsletters

By distributing your videos across multiple channels, you increase visibility and engagement.
Overcoming Camera Shyness
Dr. Barbara Hales: Many doctors hesitate to create videos because they feel uncomfortable on camera. Here’s how to overcome that fear:
●Start simple—use a smartphone rather than high-end equipment.

●Be yourself—patients connect with authenticity, not perfection.

●If necessary, opt for voiceovers or animations instead of appearing on camera.

The key is to focus on delivering value rather than worrying about looking flawless.
Key Takeaway
Dr. Barbara Hales: “Video isn’t about perfection—it’s about connection. Patients choose doctors they trust, and video helps build that trust before they even step into your office.”
Connect with Dr. Barbara Hales
Dr. Barbara Hales: If you want to learn more about using video to grow your practice, connect with me here:
Website: www.medicalstrategist.com
Contact: www.medicalstrategist.com/contact

The post How to Build Patient Trust first appeared on The Medical Strategist.

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In this episode, Dr. Barbara Hales talks with Dr. Howard Polansky about improving cash flow for doctors and business owners.

• Dr. Polansky shares his journey from dentistry to financial coaching after a life-changing event with his son. He now helps families and business owners reduce debt and optimize cash flow through a simple economic system.
  • He discusses how leveraging tools like lines of credit can improve financial flexibility and free up cash for debt reduction.
  • Dr. Polansky emphasizes the importance of having access to cash when unexpected crises arise, using the example of a client who benefited from having a business and home equity line of credit during a medical emergency.
  • He offers practical tips for business owners: get a business line of credit to prepare for cash flow challenges and consider a home equity line of credit to access additional emergency funds.
  • Dr. Polansky also talks about the role of networking and referrals in his marketing strategy and his goal of helping more people achieve financial freedom.

Key Takeaway: “Having access to cash when you need it gives you the freedom and flexibility to handle life’s unpredictable moments without making irrational decisions.” – Dr. Howard Polansky.

Connect with Dr. Howard Polansky:Website: www.financiallyled.com

Email: info@financiallyled.com

LinkedIn: https://www.linkedin.com/in/howard-polansky-7ab9237b/

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (193)

Introduction

Dr. Barbara Hales: Welcome to Marketing Tips for Doctors, the show where we uncover the best strategies to elevate your private medical practice. I’m your host, Dr. Barbara Hales, and today we’re diving into a topic that can transform the way you attract and retain patients. This is cash flow optimization for doctors and business owners. Gone are the days when simply running a business without a financial plan was enough. Today, business owners need a system that helps them keep more money each month, reduce debt, and achieve their financial goals faster. In this episode, I’ll share a powerful story of Dr. Howard Polansky’s career shift and the simple financial strategies that are changing the way doctors and dentists handle their finances. Stick around till the end for some practical tips you can implement right away!

Story 1: Dr. Howard’s Transformation

Dr. Barbara Hales: Let me tell you about Dr. Howard Polansky, a former dentist who made a life-changing career pivot. He started his career in dentistry, first with the US Navy, and then transitioned into private practice in Austin, Texas. But in 2018, a life-changing event occurred that led him to reevaluate everything. One Sunday morning, his son Jaden, who was 12 years old, looked up at him in the hospital and asked, “Am I dying?” This question came after an emergency surgery due to a septic appendicitis that kept him in the ICU for nearly a month. This heartbreaking moment led Dr. Howard to ask himself some tough questions: Is this really the life he wanted? Was he truly fulfilled in his work? After selling his practice, Dr. Howard made it his mission to help people improve their cash flow by optimizing how they manage debt. He now helps families and business owners with a simple financial system that reduces debt payments on mortgages, business loans, student loans, and credit card bills. His goal is to help others maintain their lifestyle while freeing up more money each month to achieve their dreams faster.

Dr. Howard Polansky: “I reached a point in my life where I asked myself, ‘Is this really all there is?’ The moment my son asked, ‘Am I dying?’ I knew that I needed to make a change. I wanted to live a life that wasn’t just about surviving financially but thriving. And that’s what I help others do now – I help them take control of their cash flow and start living a life of financial freedom.”

Key Strategies for Cash Flow Optimization

Dr. Barbara Hales: So, how can you optimize your cash flow and improve financial freedom? Here are three key strategies from Dr. Howard:

1. Using Lines of Credit for Debt Reduction
   Dr. Howard Polansky: “The key to optimizing your cash flow is understanding how to leverage lines of credit. Unlike traditional loans that are one-way streets, lines of credit offer flexibility. It’s like having a safety net—you can pay off debt and still access those funds when necessary. This is how you get to maintain control over your finances and accelerate your debt reduction.”
2. Rearranging Debt Payments for Flexibility
   Dr. Howard Polansky: “What people don’t realize is that by rearranging how you manage debt, you can free up more money every single month. You don’t have to be stuck with one rigid system that doesn’t work for you. Instead, if you use the right tools, like a line of credit, you can reduce stress and pay off debt faster, making the whole process much more manageable.”
3. Improving Business Metrics to Free Up Cash
   Dr. Howard Polansky: “For business owners, whether you’re a dentist, doctor, or any other professional, improving your business’s financial metrics is crucial. If your business is running efficiently, you can free up cash that can either be used to pay down more debt or reinvest into the business to foster growth. This is a cycle you want to start: freeing up cash and reinvesting it into your practice or business.”

Story 2: The Impact on Dental Practices

Dr. Barbara Hales: Now, let me share another story. Dr. Howard has worked with several dentists, and one of his clients, a dentist in a growing practice, saw a significant cash flow improvement by applying these strategies. Within the first year, his client improved cash flow by $65,000, and in some cases, as high as $290,000! Dr. Howard’s financial system helps doctors, like this dentist, use the money saved to either pay off more debt, reinvest in the practice, or even take home more money at the end of the month. This is what financial freedom looks like!

Dr. Howard Polansky: “I had one dentist who came to me, and after just one year of applying these strategies, his cash flow increased by $65,000. And the best part is that it wasn’t just about paying down debt. It was about freeing up that extra cash so he could reinvest in his practice, grow his business, and still take home more money than he did before. This is the power of managing your cash flow strategically.”

Coaching Opportunity for Doctors and Business Owners

Dr. Barbara Hales: If you’re a doctor or business owner, and you want to learn how to optimize your cash flow, reduce your debt, and create the financial freedom you’ve always wanted, Dr. Howard Polansky offers personalized coaching. This is an opportunity to get hands-on help in understanding how financial systems and strategies can revolutionize your practice’s financial health. Whether you’re dealing with personal debt, business loans, or even student loans, this coaching can help you set up a system to get your finances on track. If you’re ready to make a change, visit Dr. Howard’s website and schedule a free consultation today!

Dr. Howard Polansky: “I’m here to help you create a system that works for you. This isn’t about making drastic changes overnight, it’s about finding ways to free up cash now, and build long-term financial freedom. I’ve seen it work for doctors, dentists, and business owners alike—if they can do it, so can you.”

Conclusion

Dr. Barbara Hales: That’s it for today’s episode. If you found this valuable, don’t forget to subscribe and leave a review. And as always, remember that optimizing your finances is not just about saving money—it’s about creating the freedom to live the life you truly want. This has been your host, Dr. Barbara Hales. Until next time, take care!

Dr. Howard Polansky: “I truly believe that financial freedom is the key to living the life you deserve. Don’t let debt control you—take control of your financial future today.”

The post Improve Your Cash Flow first appeared on The Medical Strategist.

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In this episode, Dr. Barbara Hales explores the power of patient-centric marketing in transforming medical practices.

• Dr. Hales discusses how the days of relying on medical expertise to attract patients are gone. Patients now expect a healthcare partner who values communication and empathy.
  • She shares the story of Dr. Susan, a general practitioner who improved patient retention by shifting her approach to connecting with patients personally.
  • Another story highlights Dr. Patel, a dermatologist who saw a boost in patient loyalty by offering educational follow-ups and empowering patients with knowledge.
  • Dr. Hales offers practical strategies for applying patient-centric marketing: personalized communication, patient-focused content, and empathy in branding.
  • She also introduces her exclusive coaching opportunity for private practice physicians looking to improve their patient engagement and marketing strategies.

Key Takeaway:
“Patient-centric marketing is about creating an experience where patients feel heard, valued, and empowered. It’s not just about what you say—it’s about how you make patients feel.” – Dr. Barbara Hales.

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (192)

Introduction

Dr. Barbara Hales: Welcome to Marketing Tips for Doctors, the show where we uncover the best strategies to elevate your private medical practice. I’m your host, Dr. Barbara Hales, and today we’re diving into a topic that can transform the way you attract and retain patients. This is patient-centric marketing approaches. Gone are the days when simply having a medical degree and an office was enough to bring in patients. Today, patients have choices. They don’t just want a doctor. They want a healthcare partner who understands them, communicates with them, and makes them feel valued. This shift means we need to tailor our marketing efforts to meet their needs, preferences, and expectations. In this episode, I’ll share two heartwarming stories that illustrate the power of patient-centered marketing, along with practical strategies you can implement right away. And if you’re ready to take your private practice to the next level, I have an exclusive coaching opportunity for you at the end, so stick around.

Story 1: Dr. Susan’s Transformation

Dr. Barbara Hales: Let me tell you about Dr. Susan, a general practitioner in a small town. For years, she struggled with patient retention. New patients would come in, but many wouldn’t return. She assumed it was just part of the business, until she started paying attention to online reviews. One patient wrote, “Dr. Susan is knowledgeable, but I never felt like she really listened to me. My visits always felt rushed.” That review hit home. She realized that in her rush to stay on schedule, she wasn’t truly connecting with her patients. So she made a small but powerful change: instead of leading each appointment with medical questions, she started with, “Tell me what’s been going on in your life lately?” That one simple shift changed everything. Patients opened up. They felt heard, and within months, her patient retention skyrocketed—not because she changed her medical expertise, but because she changed the experience of being her patient. This is what patient-centric marketing is about. It’s not just about what you say in your ads, it’s about how patients feel when they interact with you.

Key Strategies for Patient-Centric Marketing

Dr. Barbara Hales: So how can you apply this to your practice? Here are three key strategies:

1. Personalized Communication Dr. Barbara Hales: Use your patient database to send personalized reminders and health tips. A message that says, “Hey, we know allergy season is coming up. Here are some ways to prepare,” feels caring and personal.
2. Patient-Focused Content Dr. Barbara Hales: Instead of just listing services on your website, create blog posts or videos answering common patient concerns. For example, “How do I manage stress and high blood pressure?” or “What to do if you experience sudden knee pain?”
3. Empathy in Branding Dr. Barbara Hales: Your social media and website should reflect warmth, understanding, and approachability. Share patient success stories (with permission, of course) or feature team members in behind-the-scenes videos to make your practice feel more human.

Story 2: Dr. Patel’s Patient Loyalty Boost

Dr. Barbara Hales: Now, let me share another story. Dr. Patel ran a thriving dermatology clinic but noticed something odd: her appointment slots were always full, but she wasn’t seeing much patient loyalty. She realized her team was so focused on efficiency that they rarely educated patients about their conditions. So, she started offering post-appointment follow-ups via email and a short “What to Expect” video series for new patients. Suddenly, her patients were more engaged. They referred their friends, and her online reviews reflected a huge shift in patient satisfaction. The lesson: Patients don’t just want treatment. They want guidance. When you empower them with knowledge, they see you as more than a doctor—they see you as a trusted advisor.

Coaching Opportunity for Private Practice Physicians

Dr. Barbara Hales: If you’re a doctor in private practice and you’re ready to shift from being just another doctor to becoming the go-to choice in your community, I’d love to help you. I offer one-on-one coaching tailored specifically for private practice physicians who want to improve their marketing, build patient trust, and grow their practice without burning out. We’ll dive deep into strategies like personalized patient engagement, online presence, and reputation management. If that sounds like something you’re interested in, let’s talk. Visit themedicalstrategist.com/contact to schedule a free strategy call. Let’s make your practice not just visible, but indispensable.

Conclusion

Dr. Barbara Hales: That’s it for today’s episode. If you found this valuable, don’t forget to subscribe and leave a review. And as always, keep putting your patients first, and the success will follow. This has been your host, Dr. Barbara Hales. Until next time, take care!

The post The Power of Patient-Centric Marketing first appeared on The Medical Strategist.

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In this episode, Dr. Barbara Hales discusses:

• The concept of an advisory board for small medical practices and why it’s beneficial
• How an advisory board can provide strategic guidance, mentorship, and expert insights to support growth and innovation
• The challenges that come with forming an advisory board, such as limited authority, coordination, and managing expectations

Key Takeaways:

• An advisory board isn’t just a business tool—it can catalyze growth and community connection!
• Advisory boards provide access to expertise and networking opportunities while being flexible and cost-effective.
• Effective use of an advisory board can enhance innovation and problem-solving in small medical practices.

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

Introduction to the Episode (190)

Dr. Barbara Hales: Welcome to another episode of marketing tips for doctors. I’m your host, Dr Barbara Hales, today, we are going to explore something that most doctors will never have thought of, and that is having an advisory board in their small medical practice. So the question that we have to ask ourselves is, over the next 20 minutes, we’re going to explore what an advisory board is, why a small medical practice might consider forming one and the advantages and disadvantages of having an advisory board. I’ll also share two heartwarming stories that highlight how an advisory board can be more than just a business tool. It can become a catalyst for growth and community connection before we get into the benefits and challenges, let’s start with the basics.

What is an Advisory Board?

Dr. Barbara Hales: An advisory board is a group of experts who come together to offer strategic advice, insights and guidance to the management team of your practice. They may not even charge anything. They may just do this for six months free of charge, so that you see how an advisory board is and then decide, based upon how much benefit you got from it, whether you want to keep it at which point some generation would be discussed. Unlike a board of directors, an advisory board does not have formal decision making authority or fiduciary responsibilities. Instead, its members serve in a purely consultive capacity. They see what’s going on. Maybe they’re good in analytics, maybe they’re good in finance, all around all the things that as a physician, we may not really be well versed on. Think of an advisory board as a collection of mentors and industry experts. They can provide perspectives that you might not have considered, from the latest trends in healthcare technology to innovative marketing strategies or even best practices in patient care for a small medical practice that’s often juggling multiple roles, and advisory board can be an invaluable sounding board, helping you identify opportunities, avoid pitfalls, and ultimately grow your practice in a sustainable way.

Why Should You Consider an Advisory Board?

Dr. Barbara Hales: Now that we know what an advisory board is, let’s talk about why you might want to have one, and why you would want to form one for your small medical practice. Imagine you’re running a clinic with a dedicated team, where you’re struggling with keeping up with rapid changes in healthcare, the increasing demands of patients, or even the administrative tasks that keep piling up, an advisory board can help bridge that gap. Some of the key reasons to consider an advisory board would be as follows. It gives access to expertise. Many small practices have lean teams. Advisory board members can offer expertise in areas such as finance, marketing, it, or legal compliance areas that might not be covered by your current staff, and more than likely isn’t when you’re in the thick of day to day operations, it’s easy to develop tunnel vision. External advisors can provide an objective viewpoint, helping you see opportunities or challenges that may have been overlooked. Advisory Board members often bring with them a wealth of contacts. Their networks can lead to strategic partnerships, new technology introductions, or even funding opportunities that could propel your practice forward. Having respected professionals on your advisory board can enhance your practices reputation. This is particularly important when building trust with patients, partners and potential investors.

Advantages of Having an Advisory Board

Dr. Barbara Hales: Let’s break down some of the advantages a small medical practice can gain by establishing an advisory board. First, you have strategic Guide. Experience and mentorship. Advisory Board members act as mentors who help guide the strategic direction of your practice. They can assist in setting long term goals, devising effective strategies and even troubleshooting operational issues, their experience can prove invaluable when you’re navigating complex challenges, flexibility and low commitment. Unlike a board of directors, an advisory board is typically less formal. This flexibility means you can bring in experts on a part time basis or as needed basis, without having to commit to a full time governance structure. Many advisors join out of a desire to give back to the community or to stay connected with industry trends. This is what helps you, because, as a result, they might serve for a nominal fee or even pro bono, making this an economical way to access high level advice. They give enhanced innovation with fresh ideas and perspectives coming from outside your daily operations, an advisory board can help drive innovation, whether it’s adopting new technologies or refining patient care models, their insights can lead to significant improvement. Then you have improved problem solving. An advisory board can serve as a powerful sounding board when faced with challenging decisions or unforeseen obstacles. Their diverse perspectives can help you identify the best path forward.

Disadvantages and Considerations of Advisory Boards

Dr. Barbara Hales: Now there are disadvantages and considerations of an advisory board and your medical practice as well. Of course, it’s important to weigh the advantages against the potential challenges. Here are some of the disadvantages to keep in mind when setting up an advisory board, there is limited authority, first of all, because advisory boards do not have decision making power, their advice is purely suggestive, which you may or may not decide to take or you may even overlook. If your internal team is not open to external input, this can limit the board’s impact. Next you have coordination and scheduling. Getting a group of busy professionals to meet regularly can be challenging, as you know from your own schedule, it requires careful scheduling and clear communication to ensure that meetings are productive and that all members remain engaged, then there’s a risk of over reliance. There’s a fine line between seeking advice and becoming overly dependent upon external input. It’s crucial to maintain a balance where your team uses the board as a resource without seeding full control over strategic decisions. Let’s look at managing expectations without formal authority. There’s a risk that advisory board members might feel underutilized, or that their recommendations are being ignored. It’s important to establish clear expectations and to integrate their input in a meaningful way. But let’s think about it for a minute. If you’re giving advice and you feel that you’re constantly being ignored, what are the chances of them being active in being on the advisory board in months to come? Think about that.

Heartwarming Story of Willow Creek Clinic

Dr. Barbara Hales: Let me share a heartwarming story that illustrates the positive impact of an advisory board in this small town of Willow Creek, there was a modest clinic run by Dr Elena Ramirez. Dr Ramirez was deeply committed to her community, but like many small practices, she was overwhelmed by the rapid change in healthcare, technology and administrative demands. One day after a particularly challenging week, Dr Ramirez decided to form an advisory board. She reached out to a few local experts, a retired IT professional named Mr. Allen, who had a knack for solving technological puzzles. Miss Carter, a savvy business strategist, and Mr. Lewis, who had decades of experience in the healthcare management i. Together, they met at the clinic’s modest conference room every month. Mr. Allen introduced new digital solutions that streamlines patient records, while ms Carter provided insights on efficient patient flow and Cost Management. Mr. Lewis offered practical advice on regulatory compliance and staff training over time, these changes not only made the clinic more efficient, but also improved patient satisfaction, the personal touch that Dr Ramirez was known for continued to shine through, enhanced now by a system that was modern and responsible. The Advisory Board had not just given strategic guidance, it had revitalized the clinic and strengthened the bond between the practice and its community.

Another Story: City Health Center

Dr. Barbara Hales: Here’s another inspiring example at the City Health Center, a small urban medical practice, the staff was feeling this strain, increasing patient loads and mounting administrative pressures. I think as doctors, we all can feel that pain. The practice had always prided itself on personalized care, but the demands of growing patient base were beginning to erode that quality recognizing the need for a fresh perspective, the center’s leadership formed an advisory board among its members was Miss Taylor, a compassionate healthcare administrator with a reputation for turning challenges into opportunities. Ms Taylor brought a wealth of experience and a genuine desire to see the center succeed. Under her guidance, the advisory board introduced new scheduling practices, streamlined billing practices, and even initiated community outreach programs. One particularly touching moment came during a community health fair organized with by the board patients, many of whom had been regulars at the Center for years, expressed heartfelt gratitude for the renewed sense of care and organization they experienced. The Advisory Board’s efforts not only improved operational efficiency, but also rekindled a sense of hope and trust among the patients. It was a vivid reminder that behind every strategic decision there’s a community of lives being touched and improved.

Final Thoughts and Takeaways

Dr. Barbara Hales: As we wrap up today’s episode, let’s recap the key points, an advisory board can be a game changing resource for a small practical a small medical practice. It brings expert guidance, fresh perspectives and invaluable networking opportunities, all while offering flexibility and a relatively low financial commitment. However, it also comes with challenges such as limited authority coordination hurdles and the need to manage expectations effectively. If you’re considering setting up an advisory board. Think about your practices, current needs, growth goals, and the areas where you could benefit from external expertise. With the right team in place, your advisory board can become not only a strategic asset, but also a source of inspiration and hope, much like the stories of Willow Creek clinic and city health center that we shared today, thank you for joining me on this episode. I hope you found today’s discussion on advisory boards both informative and inspiring. Remember, every practice is unique, and the right advisory board can be the catalyst that propels your practice forward, helping you deliver even better care to your patients. If you enjoyed this episode, please subscribe and leave a review. Your feedback helps us reach more healthcare professionals who are looking to innovate and grow until next time I’m your host. Dr Barbara Hales, stay inspired. Keep innovating and take care till next time.

The post How Advisory Boards Grow Private Practice first appeared on The Medical Strategist.

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In this episode, Dr. Barbara Hales interviews Michelle Dickinson, a TED speaker and best-selling author, about burnout management and resilience training.

• Michelle shares how her approach focuses on practical, non-clinical strategies that help professionals manage stress and prevent burnout before it becomes overwhelming.
  • She emphasizes the power of personal agency, self-awareness, and micro-habits to build resilience.
  • One of the most impactful strategies she highlights is creating a simple morning routine to set a positive tone for the day.
  • Michelle discusses her organic journey to finding her ideal audience, starting with educators, and how she expanded her outreach.
  • She shares marketing insights, stressing the importance of authentic connection, networking, and visibility through social media, public speaking, and community involvement.

Key Takeaway:
“Burnout prevention isn’t about waiting for circumstances to change—it’s about reclaiming your personal agency and making small, consistent choices that lead to lasting resilience.” – Michelle Dickinson

Connect with Michelle Dickinson:
• Website: resilienceasalifestyle.com
• LinkedIn: Michelle E. Dickinson

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (189)

Introduction

Dr. Barbara Hales: Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales. Today, we have with us Michelle Dickinson. She is flipping the script on stress management as a TED speaker and best-selling author. She has taught over 15,000 people across education, Fortune 500 companies, and healthcare how to actually deal with burnout—not just talk about it.

Michelle doesn’t do typical coaching. She teaches practical skills that work right away, like getting a user manual for your brain. Her clients see real results fast, with a 30% stress reduction in three sessions and a 50-70% reduction after completing her program in six to eight sessions. She helps people handle tough situations without feeling overwhelmed, build daily habits that actually stick, and turn stress into something manageable.

If you’re a doctor recognizing the signs of burnout, let’s take care of it before you feel you need to shut down your practice. Welcome to the show, Michelle!

Michelle Dickinson: Hi, Barbara! Thank you so much for inviting me.

The Growing Problem of Burnout in Healthcare

Dr. Barbara Hales: Burnout is such an important topic, especially in healthcare. With electronic health records, bureaucracy, and federal regulations, many doctors feel overwhelmed. They miss the days when they could focus on patient care without so many administrative hurdles.

Michelle, I heard you mention the word resilience multiple times. What does resilience as a lifestyle mean to you?

Michelle Dickinson: Resilience as a Lifestyle was born from the need to get ahead of burnout and its consequences. It’s not just about recovery—it’s about preventing burnout before it happens. We focus on practical strategies personalized to individuals to help them reclaim their personal agency.

Many people wait for their circumstances to change to feel better, but the truth is, we can take control of how we respond to stress. Our approach incorporates self-awareness, micro-habits, accountability, and even leveraging dopamine to build sustainable resilience.

Michelle’s Personal Journey with Burnout

Dr. Barbara Hales: Did you personally experience burnout? How did you get into this field?

Michelle Dickinson: Absolutely. I spent 19 years in a high-pressure corporate job. Within one week, I lost both my job and my marriage. That was a breaking point for me.

Through therapy, self-awareness training, and resilience programs, I learned how to manage stress effectively. These strategies became the foundation of my work. Over time, I refined them through years of coaching, helping professionals apply them in real-world situations.

The Role of Personal Agency in Stress Management

Dr. Barbara Hales: Many professionals seem to self-sabotage. They feel trapped in an endless cycle of stress. Why does this happen?

Michelle Dickinson: Our society promotes a grind-and-hustle mentality. We’re conditioned to push forward, but we rarely take a moment to pause and assess what we need.

Personal agency is key—when we recognize that we can take control of our daily habits and mindset, we stop waiting for external factors to change. Without this awareness, stress eventually leads to burnout, impacting personal relationships, health, and even career longevity.

Practical Strategies for Burnout Prevention

Dr. Barbara Hales: What’s one effective habit that professionals can start implementing today?

Michelle Dickinson: The most impactful habit we’ve seen through our coaching is starting the day with intention.

Many people fall into their day without a plan, immediately reacting to stressors. But setting aside just 10 minutes each morning for a simple routine—whether it’s deep breathing, journaling, or stretching—can set the tone for the entire day.

It creates a domino effect, leading to more intentional actions and reduced stress over time.

Finding and Connecting with the Right Audience

Dr. Barbara Hales: How did you identify your ideal audience, and what can private practitioners learn from your approach?

Michelle Dickinson: At first, I didn’t have a clear idea of who I was meant to help. I simply followed the energy and engagement.

Our first major audience was educators—not because I specifically targeted them, but because they responded most to our work. From there, we expanded into other high-stress professions like healthcare.

For private practitioners, the key lesson is to be flexible. Listen to who resonates with your work and follow that momentum.

Marketing Strategies to Reach More People

Dr. Barbara Hales: You provide an important service. How do you let people know you’re out there?

Michelle Dickinson: We use a mix of strategies:

• LinkedIn outreach to connect with professionals.
• Podcasts like this one to reach new audiences.
• Email campaigns to stay in touch with potential clients.
• Public speaking at keynotes and convocations.
• Community involvement, like joining the Optimist Club in my town.

The key is visibility—put yourself in places where your audience already is.

The Power of Authentic Connection in Marketing

Dr. Barbara Hales: If a doctor wanted to improve their marketing today, what’s one quick and impactful strategy they could implement immediately?

Michelle Dickinson: Authentic connection is one of the most powerful yet overlooked marketing strategies.

It doesn’t have to be complex—something as simple as meeting someone for coffee, shaking hands at a networking event, or joining a local professional group can make a huge impact.

People want to feel connected, and building trust through in-person interactions leads to the best opportunities.

Overcoming the Stigma Around Burnout

Dr. Barbara Hales: Many professionals, including doctors and educators, hesitate to seek help because they don’t want to be labeled as struggling with emotional issues. How do you address this?

Michelle Dickinson: That’s why our approach is non-clinical.

We don’t diagnose or dive into past traumas. Instead, we provide personalized resilience training, focusing on actionable tools that meet people where they are.

This makes it more approachable—people don’t feel like they’re admitting to a problem; they’re simply learning skills to navigate stress better.

How to Connect with Michelle Dickinson

Dr. Barbara Hales: Thank you for sharing such valuable insights. If listeners want to connect with you, how can they reach you?

Michelle Dickinson: They can visit my website at resilienceasalifestyle.com or connect with me on LinkedIn (Michelle E. Dickinson).

Dr. Barbara Hales: Thank you so much for being on the show, Michelle!

Michelle Dickinson: Thank you for having me, Barbara!

The post Helping Professionals with burnout first appeared on The Medical Strategist.

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In this episode, Dr. Barbara Hales interviews Dr. Jimmy Moley, a board-certified adult and sports psychiatrist, about starting a private practice.

• Dr. Moley shares the challenges of networking in a new city and how he overcame them through one-on-one meetings, joining local chambers, and leveraging trusted mentors.
  • He highlights the importance of part-time work as a financial buffer, allowing him to build his practice intentionally.
  • Marketing strategies such as social media, personal branding, and targeted networking with professionals and trainers have been key to his success.
  • He emphasizes the role of patient trust, holistic care, and emergency response preparedness in private practice.

Key Takeaway:
“Personal branding and authentic connections are the foundation of a successful private practice. Patients seek more than just medical care—they seek trust and personalized attention.” – Dr. Jimmy Moley

Connect with Dr. Jimmy Moley:

• Website: www.jimmymoleymd.com
  • X (Twitter): @jimmymoleymd
  • Instagram: @jimmymoleymd

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (188)

Introduction

Dr. Barbara Hales: Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales. Today, we have with us Dr. Jimmy Moley. He is a board-certified adult and sports psychiatrist based in Independence, Ohio. He completed his undergraduate training at the University of Notre Dame, medical school and adult psychiatry residency at The Ohio State University, and a certificate in sports psychiatry through the International Society for Sports Psychiatry. He now owns and operates a solo private practice and is licensed in Ohio and Florida. His interests include the mental health care of athletes, impact and treatment of head injuries, and the use of psychotherapy to improve athletic performance. Welcome to the show.

Dr. Jimmy Moley: Thank you very much for having me.

Dr. Barbara Hales: It’s my pleasure. Where in Florida do you practice?

Dr. Jimmy Moley: So my physical practice is located up near the Cleveland area. All of my work in Florida is done via telehealth.

Dr. Barbara Hales: Okay. Do you ever come down to Florida?

Dr. Jimmy Moley: Yeah, I like to visit. I actually vacationed there a lot as a family growing up. So I always like to make it down. A lot of people from the Cleveland area vacation or live part-time in Florida, so it kind of makes sense to have both on board.

Challenges in Starting a Private Practice

Dr. Barbara Hales: What were the biggest challenges you faced when starting out, and how did you overcome them?

Dr. Jimmy Moley: Sure. So I did my medical school and residency at Ohio State. Coming to Cleveland, it was a new area, and I was relatively unfamiliar with the local resources. Starting up as a solo practitioner in the area presented challenges related to networking and trying to find my place as a new private practice doctor. One of the biggest things I did early on was schedule a lot of meetings and try to reach out to as many professionals as I could. This meant connecting with other psychiatrists, primary care doctors, professionals from other medical specialties, and even non-medical professionals to integrate myself into the local community.

I also connected with a trustworthy lawyer and accountant who helped me navigate the business side of starting a practice, which isn’t something heavily covered in medical training. Additionally, I identified a few trusted mentors from Columbus, where I previously trained, and relied on their guidance. One of the biggest lessons I always share is knowing what you don’t know and seeking experts to help you along the way.

Transitioning from Startup to Success

Dr. Barbara Hales: Was there a turning point or a pivotal moment that helped you transition from startup to success, and how did you seize that opportunity?

Dr. Jimmy Moley: Yeah. I wanted to be very intentional in how I built my practice—choosing the right patient population and practice environment—so I knew the process would be slow. To support myself financially while growing the practice, I took on part-time work doing veteran evaluations for disability benefits. That was a helpful turning point because it allowed me to take my time building the practice exactly as I wanted without feeling rushed.

Marketing Strategies for Private Practice

Dr. Barbara Hales: What are the top strategies you’ve used to market yourself effectively in your field, and how do you think these could be adapted for other healthcare professionals in private practice?

Dr. Jimmy Moley: A few different strategies have worked well. The most effective has been personal one-on-one networking meetings, especially with primary care doctors and therapists who handle referrals. Meeting professionals face-to-face helps build trust and makes referrals easier.

I also joined the local chamber of commerce and attended networking events. This was extremely effective for meeting like-minded professionals and spreading awareness about my services.

Lastly, social media has played a big role. I created a website and an Instagram account where I post regularly and engage with other professionals both locally and nationally.

The Importance of Personal Branding

Dr. Barbara Hales: What role has personal branding played in your success? What advice would you give to doctors looking to establish their personal brand?

Dr. Jimmy Moley: Personal branding is especially important in private practice. Many patients come to private practices because they seek a more personal connection compared to larger hospital systems. Personal branding helps patients feel they can trust you. Unlike hospital systems where patients rely on the clinic’s reputation, in private practice, your personal reputation is everything.

Connecting with the Right Audience

Dr. Barbara Hales: Would you say your personal brand helped you connect with your ideal audience? What lessons can private practitioners learn from your approach?

Dr. Jimmy Moley: Definitely. I’ve found that having a specific niche—in my case, sports psychiatry—helps in connecting with certain groups. My background allows me to reach gyms, personal trainers, and the broader sports community. Finding a niche can help private practitioners stand out and build strong referral networks.

Quick and Impactful Marketing Strategy

Dr. Barbara Hales: If a doctor wanted to improve their marketing today, what is one quick and impactful strategy they can implement immediately?

Dr. Jimmy Moley: Social media is accessible to everyone, but I recognize it can be overwhelming. I recommend starting small by focusing on one platform—Instagram worked best for me. However, I still believe in-person networking is the most effective marketing strategy. Meeting people one-on-one has generated the most referrals and built the strongest connections.

Common Mistakes in Marketing

Dr. Barbara Hales: What is a common mistake professionals make when marketing themselves, and how can doctors avoid it?

Dr. Jimmy Moley: A common mistake is focusing too much on medical services rather than the patient experience. Many patients seek private practice care because they want a more personalized approach. Instead of just advertising medical treatments, emphasize the value of patient care, the personal connection, and what makes your practice unique.

Handling Emergency Situations

Dr. Barbara Hales: Patients in private practice expect a more personal connection. How do you handle emergencies while maintaining work-life balance?

Dr. Jimmy Moley: Emergencies, especially in psychiatry, are critical. My official policy is to respond within 24 hours, though in practice, I often respond within 10-15 minutes when available. I also have a backup system through a network of psychiatrists who can cover for me when necessary. Additionally, I keep two open slots at the end of each day for same-day or urgent appointments, which has been very helpful for patient care.

Final Advice for Private Practitioners

Dr. Barbara Hales: Any last helpful hints or advice for our listeners?

Dr. Jimmy Moley: Building a private practice is a long-term game. There are weeks where referrals are high and others where they are low, but the key is patience and intentionality. Having other sources of income while growing the practice can ease financial stress and allow for a more deliberate approach.

Dr. Barbara Hales: Thank you for being on the show today. I’m sure our listeners have gained valuable insights from your experience. This has been another episode of Marketing Tips for Doctors with your host, Dr. Barbara Hales. Until next time!

The post Tips For Starting A Private Practice first appeared on The Medical Strategist.

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In this episode, Dr. Barbara Hales discusses:

• The importance of data quality in AI performance and how poor inputs lead to poor outputs.
• Real-world consequences of AI limitations, illustrated by a critical ER case where missing data led to a misdiagnosis.
• How professionals can maximize AI’s potential by being precise with inputs, refining outputs, and recognizing AI’s limitations.

Key Takeaways:

“AI is a tool, not a mind reader. If you feed it incomplete or biased data, it will reflect that right back at you.” – Dr. Barbara Hales

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (187)

Introduction

Dr. Barbara Hales: Welcome to another episode of Marketing Tips for Doctors, where we break down the complex into the practical. I’m your host, Dr. Barbara Hales, and today we’re talking about something that could either be your biggest asset or your worst nightmare—artificial intelligence. More specifically, how AI is only as good as the instructions you give it.

You may have heard the phrase garbage in, garbage out. Well, when it comes to AI, that statement has never been more true. And to prove it, I’ll share a real-life, gut-wrenching story. Imagine a busy emergency room late at night. A patient, let’s call her Sarah, comes in with excruciating abdominal pain. The ER doctor, overworked and relying on AI-assisted diagnostics, quickly inputs a few symptoms into the system. But in a rush, the doctor misses crucial details—like Sarah’s recent travel history.

The AI suggests a mild infection, and Sarah is sent home with painkillers. Hours later, she’s rushed back, this time in critical condition. It turns out she had a rare but life-threatening condition that could have been caught had the AI been given the right information up front. The AI wasn’t wrong—it just wasn’t given enough to work with. Garbage in, garbage out.

How AI is Only as Good as Your Input

Dr. Barbara Hales: This isn’t just about healthcare. It applies to every industry and every professional using AI. If you feed AI poor data, incomplete prompts, or biased assumptions, it will reflect that right back at you.

So, how do we avoid this? First, recognize what you need before even touching AI. Ask yourself, what am I trying to achieve? If you need AI to help with marketing your medical practice, do you want AI-generated blogs, better social media engagement, or patient education materials? Define it clearly because vague inputs yield vague and often useless results.

Secondly, understand the benefits. AI is powerful. It can analyze data faster than any human, generate content in seconds, and streamline operations. When trained well, it can help businesses thrive, improve medical diagnosis, and even revolutionize education. But all that depends on one key factor—you. AI is a tool, not a mind reader.

Acknowledge the downfalls. This is where people fall into a trap. They assume AI is perfect. It’s not. It lacks human intuition, empathy, and context. AI doesn’t think the way we do—it calculates based on patterns. If those patterns are flawed, your output will be flawed. Just like the ER doctor who didn’t input Sarah’s full history, one small oversight can lead to major consequences.

Making AI Work for You

Dr. Barbara Hales: So, how do you get AI to work for you instead of against you? Be specific in your prompts. The more details you provide, the better the results. Give it the right context. AI doesn’t know what you don’t tell it. Don’t accept the first answer. Refine it and fact-check AI-generated content.

AI isn’t a magic wand—it’s a mirror reflecting what you put into it. So, the next time you ask AI to draft an article, analyze data, or even help you plan your business, remember this. It’s only as smart as you make it. Garbage in, garbage out, or precision in, precision out. The choice is yours.

That’s all for today. If you found this insightful, subscribe and share with someone who needs to hear it. Until next time—stay smart, stay intentional, and don’t just trust AI, guide it.

The post Garbage in, Garbage out. The AI Reality Check first appeared on The Medical Strategist.

View Details

In this episode, Dr. Barbara Hales and Lysa Miller discuss:

• The power of personal branding in creating trust and recognition in healthcare and beyond.
• Strategies for healthcare professionals to leverage social media, public speaking, and thought leadership for growth.
• The importance of defining and targeting the right audience to deliver exceptional customer experiences.

Key Takeaways:

“Identify your ideal client, over-deliver on their expectations, and create a brand experience that resonates both online and offline.” – Lysa Miller

Connect with Lysa Miller:

• Website: Ladybugz Interactive
• LinkedIn: Lysa Miller
• X: @lysapreneur
• Instagram: @lysapreneur

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (186)

Introduction

Dr. Barbara Hales: Welcome to another episode of marketing tips for doctors. I’m your host, Dr. Barbara Hales; today, we have with us, Lysa Miller. She founded Ladybugz Interactive, an award-winning web design and digital growth agency serving startup and early-start biotech companies to launch their digital brands. The Boston-based agency also works with growing nonprofits, B2B companies, Legacy brands, and independent specialty schools. Lisa is also the founder of the Metro West Women’s Network, an online networking and referral group of 5000 local women. Her goal to empower and help local women grow by supporting and referring one another. Recent accomplishments include being featured on the cover of Boston Business Journal’s 2020 annual book of lists named Top Woman-owned Marketing Agencies to Watch in 2021 by agency Vista, named Top Women-Owned Agencies in 2022. By cloudways in 2023 and 2024 the number one on the list of top 100 women agencies by clutch.co. She has also been featured for her agency expertise in entrepreneur fortune.com, cloudways.com, and Business Insider. Lisa regularly contributes thought leadership content locally and to agency publications and podcasts. Welcome to the show.

Lysa Miller: Hi. That was a mouthful, but thank you. Thanks for having me today.

Top Strategies for Marketing Yourself Effectively

Dr. Barbara Hales: Lisa, what are the top strategies you’ve used to market yourself effectively in your field, and how do you think these could be adapted for healthcare professionals in private practice?

Lysa Miller: So I think I started doing more of a personal branding approach back maybe like 10 years ago, before a lot of people were doing that. My background is in public relations and journalism, so I think I have a bit of a knack for that, and also, you know, sort of like in-person, networking and that sort of stuff. So that’s sort of how I became known. Even though I was an online company, people knew the company, but they more knew my name from, you know, my thought leadership, from me being on podcasts, and so that definitely helped build trust in my business. The other way is that, you know, when I do talk to customers, they always remember our name. And a lot of people ask me, like, how did I come up with the name? Like, why do you like the name? And the one thing that just sticks and resonates is that, you know, it was my name when I started out, when I was younger, a friend and I started the agency together when we were like 24 freelancers. And you know, we’ve I’ve been kind of going back and forth under that name for many years, until I relaunched my agency in 2021 but having a name that resonates with your patients, with your clients, and I think when people can remember you. They can remember your face. They trust you. They’ll refer you and all that good stuff, and that can be online, that doesn’t have to be in person. So if somebody googles a specific physician and there’s information about them, and, you know, accolades and all that different kind of stuff, people will tend to gravitate more to that more well-known practitioner.

Advice for Doctors Looking to Establish Their Personal Brand

Dr. Barbara Hales: What advice would you give to doctors looking to establish their personal brand?

Lysa Miller: So I think that I do have clients that do have a personal brand, and it’s awesome, especially like the millennial age type and younger. But you know, people that are more in my age group, like the Gen X group. I mean, you just can’t be afraid of social media. You can’t be afraid to put your personality out there. I mean, you can stay away from, you know, practitioner type, you know, things that you can and can’t say online, but you can definitely give a brand story. So the client that I have is going through a certain treatment themselves, and so they’re posting about that as a physician. So there is definitely ways you can do that on social media. You can also do your own events, like at your practice. You can go out and speak in public. You can, you know, speak at hospitals. There’s lots you can do around education to give yourself a personal brand, and you can’t be afraid to, like, take great pictures of yourself and post them and all that good stuff. So I tend to be like a lot of people say, like you’re an extrovert, and I am when I go out in public, and I can do that, but I can’t public speak. That is my biggest worst thing. Being on video is very tough for me, and having a scripted sort of. Um, you know, story is hard for me, but so I don’t like all that stuff, and people can’t believe that I can’t public speak, but, like I do really well on podcasts. And the reason is because, you know, I’m definitely better, the better at conversational like communication versus, you know, pre-thought-out, you know, presentation style. So there’s things I can’t do, and there’s things I can do. So you have to pick what you’re really good at. And then once you’re really good at something, just keep doing it.

Social Media and Content Marketing

Dr. Barbara Hales: How can healthcare professionals use social media to promote themselves and their practices?

Lysa Miller: Well, so I think first of all, you know, it’s good to have, like, that combination of the personal and the professional. You know, you want to, especially in today’s day and age, you want to connect with people personally. I don’t think you can just be a doctor on social media and expect people to connect with you. I think that’s one of the reasons why a lot of healthcare practitioners are struggling with marketing, is because they’re being too professional. And I get it. You know, you’ve got to be serious about what you’re doing, but you also have to be human, you know. People need to connect with you. And so, you know, they want to hear about you, your story, your struggles, your challenges. And like, why you do what you do. And if you can bring that out in social media and your content marketing, then you’re going to get people to like you more. So, you know, if you’re doing social media, you should be posting at least 3 to 5 times a week, even if you’re just starting with that. And you want to make sure that you’re posting about things that resonate with your ideal patient, and not just about you, and not just about your practice. You want to educate, but you want to entertain. And you want to be informative.

Building Your Email List and Content Strategy

Dr. Barbara Hales: How can doctors build an email list and develop a content strategy for their practice?

Lysa Miller: So I think the number one thing when it comes to email marketing, the list is everything. And most doctors don’t even realize that the email list is worth more than anything that they’re doing. If you have your own list of your patients that you’ve already established a relationship with, you can nurture them. And you can get them to come back into your practice. You can get them to refer you. You can upsell them on other treatments, you can cross-sell them on new treatments. And so that list is really important. But the way you get the list is offering value upfront. And so if you’re not giving something, whether it’s a freebie or something that they can access, like a downloadable PDF, whether it’s a discount code, whether it’s a free consultation, if you’re not offering that to get people to give you their email, then you’re missing the boat, right? So once you have that email, it doesn’t matter how big your list is. It’s about how often you stay in front of those people. So once you get that list, that’s where the content strategy comes in. And you want to consistently provide value to them. Whether it’s through newsletters, whether it’s through promotions, whether it’s through new service offerings, new content that you’re creating. You’ve got to stay in front of those people.

Challenges in Healthcare Marketing

Dr. Barbara Hales: What are some of the challenges you’ve seen healthcare professionals face in terms of marketing their practice, and how do you think they can overcome them?

Lysa Miller: I think one of the biggest challenges is just knowing what to do and what not to do. You know, there’s so much information out there. There’s so many experts out there. People don’t know who to trust. So the first thing is to make sure that you are trusting somebody who has experience in healthcare marketing specifically because it’s different. It’s a different animal. So that’s one thing. I think another thing is that, you know, most doctors, they’re busy. And so they don’t always have the time to focus on their marketing, which is why they end up outsourcing it. So it’s really important to have someone who can manage it for you. And you don’t have to do everything. But if you do a little bit and you stay consistent with it, then you’ll see growth. It’s about being strategic with your time and your resources.

Conclusion

Dr. Barbara Hales: Well, Lisa, thank you so much for sharing your insights today. It was great to have you on the show.

Lysa Miller: Thank you for having me. It was really fun.

The post Empowering Women first appeared on The Medical Strategist.

View Details

In this episode, Dr. Barbara Hales and Viveka von Rosen discuss:

• The importance of optimizing LinkedIn profiles for patient engagement and networking.
• Strategies to create a patient-focused and professional LinkedIn presence.
• How to use video content and AI tools effectively for visibility on LinkedIn.

Key Takeaways:

“Always be audience-focused, and come from a place of being a resource, not a resume!” – Viveka von Rosen

Connect with Viveka von Rosen:

Website: https://vengreso.com

LinkedIn: https://www.linkedin.com/in/vivekavonrosen/

Twitter: https://twitter.com/LinkedInExpert

Facebook: https://www.facebook.com/VivekaVonRosen

YouTube: https://www.youtube.com/user/LinkedInExpert

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (185)

Introduction

Dr. Barbara Hales: Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales. Today, we are very fortunate to have with us Viveka von Rosen. She has spent almost two decades helping businesses and individuals amplify their visibility, voice, and vision online. Having authored four bestselling books on LinkedIn, including LinkedIn Marketing an Hour a Day and 101 Ways to Rock Your Personal Brand, Viveka is still recognized as a leading LinkedIn expert.

Her expertise has been highlighted by top publications, including Forbes, Fast Company, Buzzfeed, Inc., CNN, and Entrepreneur. She is also a frequent contributor to Forbes and has produced five courses for the LinkedIn Learning platform. Now, having pivoted her career, Viveka is passionate about empowering executives in their 50s and beyond to transition from corporate life to entrepreneurship, helping them build legacy businesses that align with their values and vision. Welcome to the show.

Viveka von Rosen: Thank you so much. I appreciate being here. You know, I was doing a podcast like 20 minutes ago, and my guest said, “I don’t use the word pivot anymore. I use the word evolve.” And I like that because pivoting feels like staying in place, but evolving means going to the next level. So, I might need to change my bio to say I help businesspeople in their 50s and beyond evolve.

Dr. Barbara Hales: That sounds like next-century terminology.

Viveka von Rosen: Exactly. Forget pivoting; that’s so 2024.

Optimizing LinkedIn Profiles for Doctors

Dr. Barbara Hales: Tell us, how can doctors make their LinkedIn profiles more appealing to patients and colleagues?

Viveka von Rosen: Good question. Many medical professionals overlook their LinkedIn profiles because they don’t think it’s important. However, when people search for your name online, your LinkedIn profile is often one of the first results. If your profile isn’t well-branded or up-to-date, it can hurt your professional image. Here’s how to improve it:

1. Visual Branding: Align your LinkedIn header image with your website branding. Make sure your profile photo is recent and professional.
2. Headline Optimization: Use the headline section under your name to highlight your expertise and who you help. For example, instead of just listing your title, describe your specialty and patient focus.
3. Featured Section: Use this section to showcase interviews, articles, or other resources that highlight your expertise.
4. About Section: Write this in the first person, focusing on who you help and how. Avoid making it a resume. Speak directly to your audience and tell stories that connect with them.

Building Strategic Partnerships on LinkedIn

Dr. Barbara Hales: What about connecting with other doctors for referrals?

Viveka von Rosen: That’s a great point. Your LinkedIn profile isn’t just for patients; it’s also for building strategic partnerships. To connect with other professionals:

• Personalize your connection requests with a brief message.
• Use the mobile app to send voice or video messages after connecting.
• Focus on authenticity. A simple, “Hi, I noticed you specialize in XYZ, and I believe we could be great referral partners” works well.

Transitioning LinkedIn Profiles for New Roles

Dr. Barbara Hales: What steps can doctors take to transition their profiles for new roles like consulting or leadership?

Viveka von Rosen: Add a new experience section to reflect your new focus. This notifies your network about your evolution. You can also:

• Use LinkedIn posts to share updates about your transition.
• Highlight press releases or interviews in the featured section.
• Tailor your headline and about section to reflect your new goals.

The Value of Consistent Video Content on LinkedIn

Dr. Barbara Hales: Are consistent videos on LinkedIn valuable for medical professionals?

Viveka von Rosen: Absolutely! Videos, especially vertical ones, are gaining traction on LinkedIn. They help personalize your brand and connect with your audience. You can create videos on topics like medical procedures, pre-op instructions, or patient education. Upload them natively to LinkedIn for better visibility.

Tips for Quick LinkedIn Success

Dr. Barbara Hales: What are two tips you can give our listeners that they can implement right away to improve their LinkedIn presence?

Viveka von Rosen: Sure! First, always make your profile audience-focused, whether it’s for patients, strategic partners, or even new hires. Tailor your headline and about section accordingly, and update them as needed. Second, always focus on being a resource. Whether it’s a post, a newsletter, or a featured article, think about how it can serve your audience.

How Videos Can Build Engagement

Dr. Barbara Hales: For medical practices, videos can showcase techniques, machines, or instructions. How valuable is consistent video content for a LinkedIn page?

Viveka von Rosen: Very valuable! Vertical videos are trending on LinkedIn. These videos feel authentic and are more likely to get visibility. Whether you’re narrating a topic, showcasing equipment, or explaining techniques, videos give a sense of who you are and build trust with your audience.

Dr. Barbara Hales: And if someone doesn’t want to appear on camera?

Viveka von Rosen: They can still create value-based videos focusing on the topic or equipment while narrating off-camera. However, I recommend showing your face whenever possible—it helps build connection and trust.

Closing Remarks

Dr. Barbara Hales: This has been a fun and informative interview. Thank you so much for joining us today.

Viveka von Rosen: My pleasure. Thank you, Barbara.

The post Linkedin for Success first appeared on The Medical Strategist.

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In this episode, Dr. Barbara Hales and John O’Brien discuss:
● The importance of creating a positive experience for patients and staff in medical practices.
● How to handle patient reviews effectively and the role of platforms like Google and Yelp.
● Strategies for combating rudeness in healthcare environments to improve workplace culture.

Key Takeaways:
“Recognize the message that your body is sending non-verbally, and breathe. Compassion and understanding go a long way in managing rudeness and creating a better environment.” – John O’Brien

Connect with John O’Brien:
Website: Activate Success
Rudeness Resources: Rudeness Rehab

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (184)

Introduction of Guest

Dr. Barbara Hales:
Welcome to another episode of marketing tips for doctors. I’m your host, Dr. Barbara Hales, and today we’re honored to have with us John O’Brien. He is a doctor, licensed psychologist, professional speaker, and executive coach in Portland, Maine, with an over 30-year career in the mental health field. He is a founder of two successful businesses and has held leadership positions in many professional organizations, including past president of the Maine Psychological Association. John serves as an adjunct professor at the University of Maine at Augusta, teaching courses in psychology, trauma, and addiction-related topics. John equips people with tangible skills and concrete tools that empower them to swiftly reduce stress levels and enhance wellness. He’s the author of the recently released book Rudeness Rehab: Reclaiming Civility in the Workplace and Your Home Space. The reason why John is a great speaker today is one of the problems of private practice for physicians: staff retention. You spend a lot of time and effort and money training staff, and then they’re unsatisfied, and they’re gone, and you have to start the process all over again. So this is something that is dear to a lot of physicians in private practice, and you’ll learn a lot of stuff today with Dr. John. Welcome to the show.

John O’Brien:
Thanks so much for having me, Dr. Hales. The first question…

What Is Incivility?

Dr. Barbara Hales:
That people might want to know is, what is incivility? Now we all may think of it as rudeness or a few four-letter descriptions, but in terms of a professional viewpoint, what is it actually?

John O’Brien:
So? As you said, people define it in various ways, but I think of it as inconsiderate or rude behavior that violates norms of appropriate workplace conduct. I would simply say, I think it’s inconsiderate behavior that causes stress in the target of the behavior, in people that witness the behavior, and even ultimately boomeranging back to the person who is rude, her or himself. I could give you some examples of what I mean by the uncivil behavior.

Examples of Incivility

Dr. Barbara Hales:
Well, unfortunately, all of us who are ultimately patients in a doctor’s office know already. Yes, it could mean that from, you know, the person at the front desk to patients who may not come with the appropriate documentation, or who are showing up on the wrong day, or who are late and therefore mucking up the schedule. Or it could be in terms of inter-staff, where the staff is just rude to each other, maybe a person feels that they have a higher status and could then boss people around, or who just happened to be extra tired, or who are just naturally rude. So these are things that we don’t want to encounter in a doctor’s office, and maybe now that it’s taken the death of the United Healthcare CEO, people might think twice.

John O’Brien:
Absolutely. Yes, about what their behavior is and the impact it’s having on others. If I may, I would just add to the comments that you made, absolutely all those things are things that are quite unfortunately common in doctor’s offices. Certainly in our office too, with patients being rude to staff, staff being rude to patients, staff being rude to each other. Staff can also be rude in electronic communication to clients or to staff. Another component is something called victimless incivility, where it’s basically people—this would be for staff—leaving a mess behind them that others have to clean up, like the photocopier being jammed, or no coffee being left in the coffee machine. Other things, just those small acts that are seemingly inconsequential, over time can build up to really create a toxic work culture.

Motivation Behind Writing the Book

Dr. Barbara Hales (05:23):
What prompted you to write a book about incivility? I know we all think about it, but, you know, people might say, how much can you actually talk about that and like, what would prompt you to write a book on it?

John O’Brien (05:55):
Well, I have worked with clients, as I said, for over 30 years individually in my office to help them combat the negative impact of other people’s behaviors. But when I heard Dr. Christine Porath speak in 2017 about her research on incivility, and really saw the alarming statistics that she communicated about the negative impact it had on the work environment, it made me think of my own dad, who had a massive heart attack when I was 15, and he was 49 and was an executive and was never able to work again. So that’s kind of the backdrop to the motivation. I’d had an awareness of stress management skills and had taught clients that for many years, but when I heard Dr. Porath speak, it really brought those two areas of expertise together. And then you add in what we all saw going on in our culture during the pandemic, and that really is what pushed me to take the time to write this book.

Victims or Perpetrators?

Dr. Barbara Hales:
This brings to mind a question, which is, do most people who are seeking help on this the victims of it? Or do people who are rude actually recognize they’re rude and want to change? Or do the rude people feel, you know what, deal with it?

John O’Brien:Well, I would say it’s a mix. More often, people come to my office and they talk about the rudeness of other people and want help figuring out how to navigate those situations. Quite often, they are dealing with very hostile or toxic work environments. But at the same time, I do for them what my advisor in my doctoral program would do when I would describe my difficult interactions with other faculty members. She would listen as I was complaining. Then she would say, and what part of this is about your behavior? I always hated that part of it, but I encourage people to reflect on not that they are responsible for the rude behavior of others, necessarily, but how their own behavior might unwittingly be contributing to that and causing a reaction from other people.

Handling Repeat Offenders

Dr. Barbara Hales:
Do people recognize that, or do they say, well, it’s not me at all. It’s just them?

John O’Brien:Well, sometimes people’s initial response is defensive. But if people return to my office after we have that conversation, most people say they thought about it, and it just makes sense to be mindful of their own behavior and the impact that it’s having. Certainly for your listeners, it’s easy to see the rude behavior of staff, but it’s much harder as a practice owner to step back and think about, okay, how is my behavior contributing to the problems in the practice?

What to Do with Repeat Offenders

Dr. Barbara Hales:What is it that you do, you know, to resolve this when you have a repeat offender?

John O’Brien:

Well, it depends upon who the repeat offender is. If they’re coming to seek my help, I’ll keep working with them to try to help them change their behavior. If they are reporting to me about a repeat offender in the workplace, when we’ve had one in our work environment, the objective is to continue to call attention to their behavior, patiently but directly. We’ve never had to let someone go, but my experience is, if you keep bringing attention to their behavior and making the consequence about needing to talk about it, eventually, sometimes they self-select to leave if they’re not willing to change. If I’m consulting someone else about their workplace, it depends on whether it’s a boss, peer, or direct report. The solutions will differ based on that.

The Impact on the Practice

Dr. Barbara Hales:
How does it reflect on a doctor in his or her own practice if they do not call out this employee, but rather let them have free rein over their expression of personality?

John O’Brien:
It is very damaging. Statistics I’ve read suggest it takes one bad review to potentially take down a practice, while you need 40 positive reviews to balance it out. A toxic employee can really spoil the employee experience, and that translates into the patient experience. One person with negative or uncivil behavior can really spoil the office environment, leading to patients not wanting to return because of the staff interaction.

Reviews and Their Impact

Dr. Barbara Hales:
Correct me if I’m wrong, but I think that for someone who is mightily irked, they have more incentive to go ahead and write a review than someone who says, Well, I’m happy and like, I’ll eventually get to it.

John O’Brien:
Absolutely. Yeah, and that’s why it takes about 40 happy customers to balance out the irked people. It’s much more likely that someone will write a complaint on Google reviews than someone who’s satisfied. That’s where people go when they want to look at doctor reviews.

Best Platforms for Reviews

Dr. Barbara Hales:
Well, what a doctor needs really to, you know, have as an eye-opening fact is that when you get a review, a lot of it may have nothing to do with the doctor themselves. It has everything to do with the overall staff environment.

John O’Brien:
It absolutely does, and that’s why I think it’s so important for doctors to be clear and open with their staff, whether they’re a solo practitioner or part of a larger group. There needs to be an understanding and support for each other’s role in creating the best possible experience for the patient.

Improving Staff Interaction and Combating Rudeness in Medical Practice

Dr. Barbara Hales:
Are there exercises that you can recommend to people where they can improve the interaction between staff members and the positions?

John O’Brien:
I think of certainly reviewing material on active listening. So often we are listening to what someone is saying, but we may be thinking about how we’re going to respond already in our minds. The skills of active listening to really listen, we are not as good at listening in our culture as I think we could be. So I think certainly skills around active listening. I would also direct your listeners to the simple strategy they can find online, which is the four-step mindfulness, which is basically stop, breathe, reflect, and choose. Stopping, recognizing the stop, is recognizing when there’s a negative emotion that has caused problems for them, like anger or irritability. And we all get angry and irritable. We all do. But it’s like when you recognize that it’s overtaking you, stop, take a few breaths to sort of settle yourself. If you can reflect on what is your behavior, what are you trying to avoid, and what’s the behavior that you’d like to be doing instead? And then the choose is to try to make a healthier choice. So stop, breathe, reflect, and choose. And people can also find a little bit more information about that on my website, if they’re curious.

Dr. Barbara Hales:
What is your website?

John O’Brien:
For my coaching practice, it’s activate success.org, and if people are curious to know more about this book on rudeness, and there’s lots of videos that people can watch for free. Um, that’s at rudenessrehab.com.

Dr. Barbara Hales:
Well, that’s new, a catchy phrase that I think most of us can remember. Can you now give our listeners two tips that they could implement right away where they can combat rudeness on the part of others? It could be not only the staff, but, you know, encountering, you know, a patient who maybe is rude because they’re worried about the, you know, like time crunch, or, you know, they’re worried about their diagnosis, and that’s how they are responding. So, how do you get the doctor to, like, soften them up and get rid of that rudeness?

John O’Brien:
One of the most challenging things I have found in my own practice is to try to stay calm when people are angry at us and expressing anger because we want to, we get tense and we want to lean back. And what I advise people is instead, and I try to do myself, is to be mindful of our own physiology when someone gets really angry. Be mindful of our own physiology and try to breathe and purposefully calm ourselves, to try to stay calm ourselves. And when possible, literally, physically lean in to indicate that despite the fact someone’s angry, I’m not going away. I’m actually wanting to hear what’s going on and see if I can help you. So recognize the message that your body is sending non-verbally and breathe the power of breath. And there’s a lot of different strategies people can use around breathing. I think the other thing I would try to, I encourage people to consider, is the skill of compassion and trying to, with empathy, put yourself in that patient’s shoes. It’s hard to do when someone’s really angry, but if you can see their behavior as they’re an anxious part of them or an angry part of them or an unsettled part of them, and not personalize it, that they’re not necessarily directing it at you, but it’s about something else. And try to be mindful that people’s behavior, even though it’s directed at you, is about a whole host of other things going on in their lives.

Dr. Barbara Hales:
Well, I think that’s great advice, and I’ve really enjoyed our episode, as I’m sure most of our listeners will too. This has been another episode of Marketing Tips for Doctors with your host, Dr. Barbara Hales. Till next time

The post Rudeness Rehab With John O’Brien first appeared on The Medical Strategist.

View Details

In this episode, Barbara and Dick Grove discuss:

• How can you take your personal branding and visibility to the next level through PR
• What are the difference between advertising, marketing, and PR
• What should you look for and ask when considering hiring a PR team

Key Takeaways:

“No matter how great your story may be or how great the product you have, make sure you’re talking about it enthusiastically and with passion. The media and the audience responds to that.” – Dick Grove.

Connect with Dick Grove:

Website:https://inkincpr.com/

Twitter: https://x.com/inkincpr

Instagram: https://www.instagram.com/inkincpr/

YouTube: https://www.youtube.com/inkincpr

LinkedIn: https://www.linkedin.com/in/dickgrove/

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION: (183)

Dr. Barbara Hales: Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr Barbara Hales.

Today we have with us a very special person. He is Dick Grove. Dick is a public relations career professional with a history of practice over 50 years, including the C suite with major organizations and running his own firm. Dick Grove, the CEO and founder of the long-running INK Inc Public relations. It is a wealth of knowledge about the industry. From what reporters and producers want, it shows how to crack through into the mainstream media and what to look for and expect. If hiring a PR team, Dick has his finger on the pulse of an often misunderstood industry. Welcome to the show Dick.

Dick Grove: Thank you very much. I appreciate you having me.

Differences Between Advertising, Marketing, and PR

Dr. Barbara Hales: Is advertising, marketing or PR better to increase visibility, and what are the differences?

Dick Grove: Well, in one should have if one has a comprehensive program of communication, they’re going to be able to use all three. Each does a different thing, and each supports the other.

Advertising is paid media. Meaning you pay to have your message produced, broadcast, printed, etc. That’s a paid advertisement.

Own media means your podcast. I mean own meaning your podcast, your website, etc. You control that, and you control again, the content that you can put out there on it, and to a degree, the audiences that you’re going to aim it at.

Earn media public relations is just that. You have to, it’s not paid, and you don’t own the content. But what you do is you rely on third parties, ie the media editorial side of the media to write about you, to do stories, to review your product, to review your company, etcetera, and they determine the content, not yourself. The difference, and the reason that it’s in good is that it adds the credibility of having a third party saying nice things about you, as opposed to you saying nice things about yourself.

All three are very important, and all three can support the other. Another really advantage. Another really good point of earned media, or public relations is that it supplies the credible content that can be used in the other areas. You could use it in an ad, you could use it on your social media in particular, and that becomes, in other words, you can share the fact that someone on the editorial side of media that are reaching your audience are saying nice things about you, and you can share that and add to the impact of it through social media, and even to a degree, through paid media or advertising. So all three are important, and all three serve a slightly different but compatible purpose.

Dr. Barbara Hales: Unless you are the developer of new medical device or a new technique, even though you are a medical professional, there are other professionals in your business that are probably pretty comparable. How do you establish yourself as an expert to the media over your competition?

Establishing Expertise in the Media

Dick Grove: Well, you establish yourself, first of all, I believe one you should not rely on yourself in terms of when you’re trying to reach out through the media. But, I mean, I’m a PR and media earned media expert and professional, so my what I would say is the first thing you’ve gotta do is get the media to write about you, support you, publish what you’re doing, so that you become that kind of an expert within your category, within your industry.

In the case of like a medical device or something, the best thing you can do, and by the way, I do believe that it doesn’t have to be hiring a big PR firm or even a moderate PR firm like myself, but you can hire a good publicist, depending on but you’d still need a professional that knows how to write and put together what your message is, and then to present it to the right audiences through the media.

So how do you become an expert? You do it by first of all, having someone put together a various kind of plan that suggests how you can go about doing that through the media. It could be publishing articles. It could be getting reviews within the even the trade, medical trade media of your device and so forth. It could be producing some stories that would be in the general media so that the patients themselves can be asking about it when they are talking to their medical professional.

Dr. Barbara Hales: When you are looking to get a potential PR team, what do you look for? And what do you ask when meeting them?

Selecting the Right PR Team

Dick Grove: Well, what I would suggest you look for is one, experience with the media, almost as much as experience within your particular function or profession. It’s always good to have someone that understands the Medical Media and so forth. But in reality, what we found over the years, and we’ve worked for a lot of different kinds of things, technology, medical devices, even a pharmaceutical companies and so forth, what we have learned is the media are pretty much the same in any kind of industry or profession, meaning they’re looking for news that will be valuable to their particular audience. So that most important thing is to look for a professional that understands the media, that understands how to craft and develop a pitch to the media that will resonate with them, that doesn’t mean that one can’t do it on their own, but usually it’s when, when you’re doing it on your own, you’re a little bit too close to the trees, as they say. You need a professional that can be able to stand back and say, Okay, here’s what it really does. Here’s why it will be interesting to the media. Here’s the kind of stories that they’ve been doing.

This is all work that, frankly, a person that’s running either a medical device company or has a practice as a practitioner themselves in the medical profession, they should be concentrating on what they do best and allow a media professional to do what they do best.

But but how you do it? You look for experience. You look for someone that where you feel there’s a sabbatical with them, where there is a sense of when you’re talking and interviewing people to that will help you that you feel there’s a chemistry between and a lot of people don’t realize, but that’s terribly important, because in effect, that professional, that publicist is going to be working with you very closely and in fact, emulating your quote unquote voice with the media. So you have to know them pretty well, and you have to feel comfortable that they’re going to understand what you’re trying to say, even though they may want to say it a little differently than you do, but they understand the point you’re trying to get across.

Dr. Barbara Hales: When you figure out what a reporter needs when they’re looking for information to publish?

Understanding Reporter Needs

Dick Grove: Well, you examine the medium itself. I mean, a reporter works for somebody, okay, or they freelance for somebody, but you look at the medium itself, you look at the publication or the broadcast or the show, or whatever it is, and you understand the kind of audience that they reach with them, and does it fit your needs in terms of the kind of audience you want to have your story presented to so that it gets the maximum impact and value back to you. \

So the first thing you do is you, you pretty much look at the media, see what’s being written, what’s being done and so forth. And again, that’s another where a publicist can help you because that’s what they do all day long is talk to the media and understand what the media is looking for. The other thing is look at what else has been written or broadcast in that medium, so you get a sense of how they present a story, and if you’re comfortable with that, you get a good feel for that.

So that’s the two most important thing is make sure you’re talking to somebody that the audience reaches is, the audience of that publication or broadcast reaches the audience you want to reach, and secondly, that they understand and have experience on how to that medium understands how to tell a story and whether it’s done in the context you feel comfortable with you.

Dr. Barbara Hales: How do you build a PR presence?

Building a PR Presence

Dick Grove: How do I build a PR presence?

Dr. Barbara Hales: How does anyone build a PR presence?

Dick Grove: Well, I would say you, first of all, you’ve got to have a little patience. That’s the first thing, because it you don’t suddenly gain a different if, whatever it is that you’re trying to build in the way of a PR presence, which basically means your brand, whether it’s be an individual, whether it be a doctor, whether it be a clinic, whatever it is, you’re building a quote unquote brand by doing that. To do that, you have to often start small. You have to be able to reach again through the kind of audience with the kind of stories and the kind of things that you think will resonate with them. But you build small, slowly and up.

I’ve had clients that come to me and say, Boy, I’ve got this great new dental device, or I’ve got this new thing that’s going to revolutionize the world. I want you to get me in the Wall Street Journal. I want you to get me in the New England Journal of Medicine. I want you to give me all these different places. And I say, well, let’s slow down. Okay, let’s see what kind of where you are on some of this and understand it’s going to take it’s in many ways and I hate to use a word, but it’s a slog. You build a foundation first, you often have to go to the smaller medium to get stories, and then use those stories to build to a bigger mediums and bigger publications and so forth. That’s usually the best way to do it.

Now that doesn’t say that you might have something that’s so revolutionary that will have instant impact, but we found over the years that I’d probably say 99.9% of people that they think have the greatest story that’s never been told. It’s a story that has to be told slowly and carefully and so patience is the first thing and then the ability to supply the material and the information that your publicist or the media through your publishers is looking to help you with that you cooperate, you collaborate, you communicate, and you make sure that you’re getting the questions answered that the media is asking you before they do a story or whatever. It’s a slow but surely over a period of hopefully not a lot of time. It may take a month, it may take a year, but slowly but surely, you’re building that kind of foundation that will give you a a presence in the long term.

Dr. Barbara Hales: Once you’re lucky enough to have tap to your press, how do you leverage it? Or how should one leverage it?

Dick Grove: Well, first of all, I make an assumption, but it’s a nevertheless, we ask a lot of questions that the client has a social media program in place, or they should have some social media program in place. In today’s world, it’s not enough to have the USA Today do a story on you, or that have even a top medical journal during a story on you. You’ve got to be able to leverage that through other means. And as I mentioned in the very first question, one of the things you do is you leverage those kind of things through social media. And we advise our clients on that. We can help them with it, but basically we help them to say, look, this is only the first step. It’s very nice to have a story, and you can have it reprinted and put it on your wall, but what you really need to do is have that redone. And what we call it, what you a lot of people call the long tail. Make sure that that has a long tail to it that original story. So my advice is, I you really have to leverage it through social media and even own media, like your website and so forth.

Get the maximum value out of any kind of story that’s done on you because they’re rare and they’re valuable and they’re credible. And maximize that credibility and that value in all of your different communications, even internal. If you have an internal newsletter, make sure people know that you’re out there and retelling your story and retelling it, and ultimately, you get the value. Because, you know, in the old days, it was called walking, being around the water cooler, where people are sharing stories. But all of my leaving comes down to that where you got to the point where people have seen it, heard it, know about it enough that they’re sharing it even in person through word of mouth.

Dr. Barbara Hales: At this point, can you give some interview tips to our listeners who want to take their branding to the next level.

Take Your Branding to the Next Level

Dick Grove: Well, interview tips, first of all, make sure you’ve had some practice and a little training, if possible. By that, I mean have somebody that could be somebody internally with you, but also that same publicist professional I’ve addressed, have them make sure they talk to you about some of the tips that are going to be necessary. Those could include anything is, first of all, just be calm. Make sure you’re presenting yourself visually okay. You don’t want to come across if you’re in a broadcast situation, whether it be a podcast or whether it be a broadcast piece that’s being done on you, and to a degree, even a print media that you’re being interviewed live or over zoom, etc. I mean, look professional. Okay, don’t, don’t look like you just came in from the hog farm. Look professional.

Secondly, sound assured. Sound assured as to what your product is and be succinct in your answers. Be succinct. Don’t feel like you have to over answer questions that are being done to you in an interview. Just answer the question succinctly, honestly, presented wise. Also, show enthusiasm and passion, if it’s at all possible. There’s nothing worse than a dull interview. No matter how great your story may be or how great the product you have, make sure you’re talking about it enthusiastically and with passion. The media and the audience responds to that. So those are the basic tips that we always give our clients. And like I said, appearance, confidence and passion and a sense of confidence of what you’re saying.

Dr. Barbara Hales: I think that’s all great advice, and I’m sure our listeners will take it to heart. This has been another episode of Marketing Tips for Doctors, speaking with Dick Grove. Till next time.

Dick Grove: Thank you very much. I appreciate it. Thank you.

The post From Scrubs to Spotlight first appeared on The Medical Strategist.

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In this episode, Dr. Barbara Hales and Marten Carlson discuss:
• The journey to becoming a lead mattress reviewer and sleep expert.
• The importance of trust in mattress reviews and how video marketing enhances credibility.
• The role of consistency and multiple media platforms, like YouTube and TikTok, in building a successful brand presence.

Key Takeaways:
• “Consistency is key, especially when it comes to building trust with your audience.” – Marten Carlson
• Video marketing is crucial for businesses to promote trust and showcase product performance effectively.
• Using diverse platforms helps businesses stay visible and top of mind for consumers, even as search algorithms change.

Connect with Marten Carlson:
• Website: Mattress Clarity
• YouTube: Mattress Clarity YouTube Channel
• TikTok: @MartenCarlson
• LinkedIn: https://www.linkedin.com/in/martencarlson/

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (182)

The Journey to Becoming a Sleep Reviewer and Expert

Dr. Barbara Hales: “Welcome to another episode of Marketing Tips for Doctors. Today’s episode is a little different, because we have Marten Carlson, the lead reviewer at Mattress Clarity, a mattress site dedicated to promoting sleep health and helping consumers find the right sleep products. He has been reviewing mattresses for over six years and has personally slept on over 300 mattresses. As you well know, sleep is crucial to efficacy in work, so let’s welcome Marten Carlson!”
Marten Carlson: “Great to be here. Thanks for having me, Barbara.”

Dr. Barbara Hales: “Marten, how did you get into being a sleep reviewer and sleep expert?”
Marten Carlson: “It’s a really interesting story. I had a friend who was working with Mattress Clarity, and they needed testers and writers. My background is in screenwriting and filmmaking, but also just in writing. So, I started on the copywriting side, and then I just started testing more and more. When COVID hit, I became the lead reviewer. COVID was a huge time for people buying online mattresses, and I got very busy. I became a certified sleep science coach, and I really fell in love with the whole mattress space. It’s the most interesting job I’ve ever had, for sure.”

Dr. Barbara Hales: “Do you do copywriting other than dealing with mattresses?”
Marten Carlson: “Not at the moment. I’m still doing screenwriting outside of work, but now most of my work is focused on video. We have a YouTube channel for Mattress Clarity, where we do reviews and roundups. Going into 2025, we’ll have videos like ‘Best Mattress,’ ‘Best Mattress for Side Sleepers,’ and other top mattress categories.”

Objective and Subjective Mattress Testing

Dr. Barbara Hales: “What are the objective and subjective tests that you perform on mattresses?”
Marten Carlson: “The subjective side is really about sleeping on the mattresses, right? It involves spending a lot of time in different positions. The main thing I look for is sleeping position, because that’s one of the main things people want to consider when buying a mattress. For example, back sleeping—am I getting a good balance of comfort and support? Side sleeping—am I getting good pressure relief on my shoulders and hips? And for stomach sleeping—am I getting good support under my hips, where a lot of people can get back pain from sinking into the bed. Another big test is motion transfer, which is important if you sleep with a partner who moves around at night. We test it with two people: I lie on one side, and someone moves around on the other side, and we check if the movement disturbs my side of the bed.

For objective tests, we use a temperature gun to measure how much heat a mattress traps over time. A lot of people, including myself, sleep hot, so we want to see how the mattress affects body temperature. We also use a pressure map to measure pressure relief, particularly for side sleepers. If there’s a lot of red on the map, it means there’s too much pressure on those areas. Additionally, we measure edge support, which is when you’re sitting or lying near the edge of the mattress, and we also use the classic wine test to check motion transfer.”

Building Trust Through Video Marketing

Dr. Barbara Hales: “What we’re going to take away from this today is not just the mattress itself, but the fact that your company has a wide variety of analytics which you constantly review to ensure success and focus on what matters when promoting your product. Yes, and in addition to that, we’re highlighting that businesses are most successful when they focus on video marketing.”

Marten Carlson: “Yes, exactly. One of the biggest factors is trust. A lot of mattress review sites just regurgitate information from the brand’s website without testing it themselves. For us, we test all different types of brands, so when I say I’ve personally slept on this mattress, that builds trust. Plus, I’m a bigger guy—6’7”—so people know my experience is valid for someone with my body type. We also have other testers on the team who are smaller and have different experiences, which helps show that our reviews are more comprehensive.”

The Power of Consistency in Business Promotion

Dr. Barbara Hales: “After you put out new videos, how often do you see a bump in sales?”
Marten Carlson: “Pretty quickly. Danny, our head of video, keeps a close eye on search results. We always aim to rank at the top for key mattress-related terms. Consistency is key; we shoot sometimes five videos a week, not just reviews, but also sleep health content and more fun stuff like ‘How to Sleep in a Haunted House.’ It’s about keeping the audience engaged with fresh content.”

Dr. Barbara Hales: “And the key here is always optimizing for keywords, so that when someone searches for mattresses, they find you.”
Marten Carlson: “Exactly. It’s all about consistency. The challenge with video marketing is having the right team to manage it—editing, shooting, scripting, acting. For me, I write the scripts because I’m doing the testing, and I’m also on camera. Our video team helps keep everything on track. The goal is to make sure when people search for ‘best mattress’ or ‘Mattress Clarity,’ we’re the first thing they find. That’s how you build that trust.”

Multi-Platform Engagement for Brand Success

Dr. Barbara Hales: “That segues right into YouTube, which is the main platform you’re using for videos?”
Marten Carlson: “Yes, YouTube is number one. We’ve done some TikTok work too, but I’m also working on a personal brand-building side. TikTok is more of a question mark for now, with legal issues, but YouTube is where we see great success. It’s the platform to get information out there, especially when it comes to sleep and mattresses. We embed videos in articles on our site, so people who come from YouTube can easily find more information on our website. It’s an echo effect—people start on YouTube and end up on the written page.”

Tips for Effective Business Promotion

Dr. Barbara Hales: “Can you share two tips for promoting or marketing your business?”
Marten Carlson: “First, consistency. You need to build trust by putting out enough content to become a reliable source. Second, explore other media channels. Besides YouTube, TikTok, and even podcasts are great ways to talk about your business and reach new audiences. Google’s algorithm can be tricky, so diversifying your marketing channels is key to staying visible.”

The post Sleep Your Way to Success first appeared on The Medical Strategist.

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In this episode, Barbara Hales and Jodi Krangle discuss:

• The critical role of voiceovers in healthcare communication.
• Challenges faced when voicing medical projects and the unique considerations required.
• How sound impacts emotional connection and accessibility in medical settings.

Key Takeaways:

• “Sound is emotion, and that’s how you reach people.” – Jodi Krangle
• Healthcare voiceovers must convey hope, warmth, and trust to connect effectively with audiences.
• AI-generated voices lack the human depth necessary for sensitive healthcare communication.

Connect with Jodi Krangle:

• Website: https://voiceoversandvocals.com
• LinkedIn: Jodi Krangle on LinkedIn
• Instagram: @jodikranglevo
• YouTube: Jodi Krangle Voiceover Artist
• Twitter: @JodiKrangle
• Facebook: Jodi Krangle Voiceover

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (181)

Dr. Barbara Hales: “Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales. Today, we have a real treat. I’m joined by Jodi Krangle, a full-time voice actor since 2007, specializing in brand voice, commercials, corporate narration, and podcast intros and outros. She’s worked with clients around the world, including Dell and Kraft, and even has her own podcast about the importance of sound. Welcome to the show, Jodi!”

Jodi Krangle: “Thank you so much for having me, Barbara!”

Dr. Barbara Hales: “It’s great to have you here. You have a fascinating career. Can you share your background in voiceovers and sound design and how you got involved in the healthcare industry?”

Jodi Krangle: “I don’t do sound design, but I started voiceover work in 2007. I was volunteering with the Canadian National Institute for the Blind, reading articles onto reel-to-reel tape, which eventually sparked my interest in voiceover. After working in internet marketing for a while, I decided to focus on voiceover full-time. I’ve worked with healthcare clients for many years now, including Memorial Hospital and Joe DiMaggio Children’s Hospital. It’s been a rewarding journey.”

Challenges in Healthcare Voiceover Projects

Dr. Barbara Hales: “What unique challenges or opportunities have you encountered working on healthcare-related projects?”

Jodi Krangle: “The biggest challenge is pronouncing medical terms and drug names correctly. I also think the tone of voice in healthcare voiceovers is very important—it’s not about being doom and gloom but about offering hope. There’s a fine balance between sounding professional and offering warmth and trust.”

Creating Effective Healthcare Voiceovers

Dr. Barbara Hales: “What considerations go into creating a voiceover for healthcare settings, such as patient education videos or instructional manuals?”

Jodi Krangle: “Tone is key. Are you talking to a 65-year-old woman or a seven-year-old child? Every scenario requires a different approach. The key is to make the listener feel like you’re speaking directly to them. It’s about creating a personal connection, not just delivering information to a group.”

Dr. Barbara Hales: “Do you write your own scripts?”

Jodi Krangle: “No, usually I get a script. Often in healthcare, the script has already gone through legal, so I can’t change any words. But the challenge is to make it sound natural, even if the words don’t always sound natural in a real conversation.”

Tailoring Tone for Different Audiences

Dr. Barbara Hales: “How do you tailor your tone and delivery for different audiences, such as patients versus healthcare professionals?”

Jodi Krangle: “For patients, I use a softer, more empathetic tone. For healthcare professionals, I use a more formal tone, as they are more familiar with medical terminology. It’s about knowing who you’re talking to and adjusting the tone so that it resonates with them.”

AI vs. Human Voiceovers in Healthcare

Dr. Barbara Hales: “Do you think AI voices could ever replace human voice actors in healthcare settings?”

Jodi Krangle: “AI is improving, but it still can’t replicate the emotional connection that a human voice provides. In healthcare, where trust and empathy are vital, a human voice is far more effective than any synthesized voice.”

Ensuring Empathy and Trust in Voiceovers

Dr. Barbara Hales: “How do you ensure your voiceovers convey empathy and trust, which are so crucial in healthcare communication?”

Jodi Krangle: “It’s all about coaching and practice. As a singer, I understand how to use my instrument to make meaningful connections. It’s not just about saying the words but ensuring the meaning behind them is conveyed with empathy.”

Memorable Projects and Connection with Patients

Dr. Barbara Hales: “Are there any connections with patients that have stayed with you?”

Jodi Krangle: “I don’t have one-on-one connections since I’m usually reading a script, but I always keep in mind that I’m helping someone understand something important about their health. I think about what that person might be feeling and try to provide reassurance and hope through my voice.”

The Role of Sound in Healthcare Accessibility

Dr. Barbara Hales: “What role does sound play in enhancing accessibility for people with disabilities or language barriers in healthcare?”

Jodi Krangle: “Sound is the key to human connection. When you’re talking to someone who may be hearing or visually impaired, the voice needs to carry a message of support. AI voices can’t provide that human connection—it’s the emotional nuance in the human voice that makes a difference.”

Improving Healthcare Environments with Sound

Dr. Barbara Hales: “What’s one thing you’d change about the sound in healthcare environments?”

Jodi Krangle: “Hospitals need better sound design. Many beeping sounds are loud, stressful, and unnecessary. These sounds can disrupt recovery, so making them less alarming and more soothing would help people heal better.”

Emerging Trends in Healthcare Sound Design

Dr. Barbara Hales: “What emerging trends in sound or voiceover technology do you think will impact healthcare?”

Jodi Krangle: “I think we’ll see more efforts to use sound in healthcare branding—similar to the way companies like GE use signature sounds in their products. Hospitals or medical equipment could benefit from a calming sound that reassures patients rather than stresses them out.”

Measuring the Success of Voiceovers

Dr. Barbara Hales: “How do you measure the success or impact of your voiceovers in healthcare projects?”

Jodi Krangle: “When clients keep coming back, that’s a good sign! I’ve worked with Joe DiMaggio Children’s Hospital for nearly a decade, and I’m grateful for the relationships I’ve built in the healthcare industry.”

The Future of Healthcare Sound Design

Dr. Barbara Hales: “If resources weren’t an issue, what healthcare project would you most like to work on?”

Jodi Krangle: “I’d love to help hospitals improve their sound environments—creating sounds that support healing rather than causing stress. This could include everything from patient room sounds to the alarms and announcements made throughout a hospital.”

Conclusion

Dr. Barbara Hales: “Thank you so much for being on the show today, Jodi. It’s been a fascinating conversation about the power of sound in healthcare!”

Jodi Krangle: “Thank you, Barbara! It was a pleasure.”

The post The Role of Sound in Medicine first appeared on The Medical Strategist.

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In this episode, Dr. Hales and Dr. Reinking discuss:

• The role of a physician development coach
• Overcoming physician resistance to coaching
• Dr. Reinking’s coaching process to help clients succeed

Key Takeaways:

“Don’t be afraid of the pivot. Sometimes those pivots are big. It might mean leaving your job, leaving clinical medicine, or doing something entirely different—a big, disruptive change, almost. But many times, those things that are different are just little, tiny daily changes.” – Dr. Ben Reinking.

Connect with Dr. Ben Reinking:

Website: https://thedevelopingdoctor.com/

LinkedIn: https://www.linkedin.com/in/ben-reinking-md-03987a101/

Master in Wellness: How to Thrive as a Physician course: https://courses.thedevelopingdoctor.com/

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (180)

Dr. Barbara Hales: Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales. Today, joining us is Dr. Ben Reinking, a board-certified general pediatrician and pediatric cardiologist. As a master-certified physician development coach and founder of The Developing Doctor, he helps physicians develop the skills, mindset, and resources to achieve their career goals. Welcome, Dr. Reinking.

Dr. Ben Reinking: Thank you, Dr. Hales. I’m so excited to be here.

Dr. Barbara Hales: And we’re excited to have you here as well. Tell me, for the listeners that may not know, what is a physician development coach?

Dr. Ben Reinking: Yeah, great question. So, I’m a coach who specializes in guiding physicians—sort of really to the careers that they want. That may entail developing skills they need to succeed in clinical medicine, exploring venues outside of clinical medicine where they may thrive, identifying any gaps or misalignments in values and strengths that may be holding them back, and really, the goal is to partner with a coach and a client to help people succeed and have the career they dreamed of when they entered medical school.

Transition to Coaching

Dr. Barbara Hales: So how did that happen for you? How did you transition and say, “Hey, I’m already, you know, very empowered as a cardiologist. Let’s go and see about helping others.” How did that happen for you?

Dr. Ben Reinking: Yeah, I would say it was through my own experiences. Medical training is not easy by any means—medical school, residency, and fellowship are not easy. I was someone who got through by putting my head down and just plowing through. I relied upon that natural reset that happens in school and training, where every four weeks or six weeks, no matter the rotation, you start over. In retrospect, I didn’t develop some of the skills I needed to succeed when that pattern ended, and all of a sudden, the horizon was infinite.

I was about ten years into my clinical career—I’ve been in academics my whole career—and the wheels just kind of fell off the cart for various reasons. My clinical team had a big shift, and suddenly a lot of the colleagues I relied upon for support and camaraderie left. In my personal life, my parents both had illnesses at the same time, and I was supporting them directly and indirectly.

One of the options people consider during struggles, especially in academics, is to look for greener pastures elsewhere. But my family had just built a home in our community, and leaving wasn’t an option for us. I used the same tactic of putting my head down and plowing through—and it didn’t work. Through lots of trial and error, I stumbled upon coaching and found someone to help me. It was like a light bulb moment. I realized, “This is all stuff I should have known how to do and learned as I went through this long process, but I never did.”

Initially, I thought I would use coaching skills in my academic career, working with students, residents, and fellows. But I eventually branched off and decided to start a business.

Dr. Barbara Hales: How are your parents now?

Dr. Ben Reinking: Oh, thanks for asking. They’re both well, actually. One had a car accident, and the other had a temporary illness, but they both recovered and are doing well. Thank you.

Balancing Clinical Practice and Coaching

Dr. Barbara Hales: I’m glad to hear that. Are you seeing patients now, or are you totally devoted to helping others?

Dr. Ben Reinking: Well, I guess I’m totally devoted to helping others in my clinical practice and in coaching. So, I’m primarily still a clinician—I work about 90% of the time—and have coaching as a side business.

Dr. Barbara Hales: Do you work in a hospital setting, or do you have your own practice?

Dr. Ben Reinking: I work at an academic medical center, so I’m a university employee—in a hospital setting.

The Coaching Process and Overcoming Resistance

Dr. Barbara Hales: Oh, that’s very exciting. How has it been for you in terms of coaching physicians? Do you find they are eager to embrace the process, or do you feel there’s a lot of, you know, backing away, saying, “I don’t have the time,” or, “I’m not interested in this; it can’t help me”? Do you find there’s a lot of resistance?

Dr. Ben Reinking: Yeah, there’s absolutely a lot of resistance and misunderstanding surrounding coaching. Many times, when people are exposed to coaching—especially in academics or big healthcare systems—it’s used almost punitively. If someone is struggling or has some disruptive behavior, or something’s not happening as it should, people use the term “coaching” as remediation. In some ways, people view it as, “Oh, I’m doing something wrong.” My approach is very different—I view it as a developmental opportunity, a chance to grow and expand. It’s hard to get people to that mindset sometimes, especially if they’ve been exposed to coaching as a remediation-type activity.

Dr. Barbara Hales: So how do you win them over?

Dr. Ben Reinking: I would say there’s a light bulb moment for the people who buy into it. Usually, it’s a process of asking questions and discovering something. Often, there’s a thought someone has in their head that they view as a fact, but it’s actually just a thought holding them back. Recognizing that can lead to even a small, meaningful change in their day-to-day activity, which can have a big impact on their lives.

Dr. Barbara Hales: I see. So what is it you do in coaching them to get them to the next level?

Dr. Ben Reinking: Yeah, it’s a process. So, the coaching starts out just honestly with a meeting where we meet and talk, and just find out why someone reached out to me. And that’s a free, no-obligation kind of conversation, just to get to know each other. Then, if we land on a spot where, yeah, we’re two people that want to work together, there’s a process of getting to know each other. Well, it’s a deep dive—looking into why people went into medicine, what it is they envisioned happening, what really happened, and why there’s a gap there.

Sometimes it’s also, you know, where are you now, and where is it that you want to go? Why isn’t it aligning with your vision? Once we identify those things, it’s about identifying what’s important to them, what their values are, and what their “why” is. Then we figure out what skills and changes are needed to get them to their ultimate destination.

Dr. Barbara Hales: Are these people who are hospital-based, or are they in practice? Or is it just a variety?

Dr. Ben Reinking: Just a variety. I would say I’ve worked with a few people right out of residency and training, who get into their first full-time job and realize, “Wow, this is very different than I anticipated, and I need to figure out how I can work in this environment.”

Other people are, you know, 10–20 years into their careers. They’ve been with the same employer or in their private practice and just need to make a change, but aren’t sure how to make that pivot.

Challenges and Changes

Dr. Barbara Hales: If you were to do anything different in your career, would there be any changes?

Dr. Ben Reinking: Oh, gosh, yeah, absolutely. I think the first thing is, I probably would have asked more questions when I started—not about the medicine. I was always focused on learning how to take care of patients and get the work of being a clinician done.

I would have focused a little bit more on how to work in the healthcare system and how to lead teams effectively. We spend a lot of time learning how to communicate with our patients, deliver bad news to our patients, and deal with a patient who’s struggling. We don’t spend much time learning how to do that with our colleagues. I wish I would have had those skills earlier in my career.

Dr. Barbara Hales: When you were coming up the ranks, or when you left the hospital initially, did you yourself have a mentor?

Dr. Ben Reinking: I did, yeah. I had several mentors. I had some really good mentors, and some mentors that weren’t so great.

Dr. Barbara Hales: And were any of the coaches there for you in terms of helping you to promote yourself?

Dr. Ben Reinking: That’s a great question. I think, looking back, many of my mentors early in my career were very supportive, but they tended to steer me toward things that they were also interested in. It was rare that I met—and in fact, I didn’t have—a mentor who really sat me down and said, “Now, what is it that you want to do, and how do we get you there?”

It was more like, “Well, this is what I think we should do together.” Sometimes I wound up doing things that, in retrospect, probably weren’t the best for my career. But I did learn from them, and they helped me in some way—though probably helped my mentor a little bit more.

Dr. Barbara Hales: Well, in those days, there probably was minimal help or recognition of the need for coaching.

Dr. Ben Reinking: I think that’s very true. I like that you brought up mentoring because the philosophy around mentoring and coaching is very different. In a mentoring relationship, it’s the mentor who has the power and drives the relationship. In a coaching relationship or partnership, it’s really the person being coached who has the power and drives the direction. I’ve tried to take that philosophy into my more traditional mentoring roles as well, because I think it’s beneficial to give people free rein to guide their careers.

Dr. Barbara Hales: At this point, we’d like to ask if you have two or three tips that you would give our listeners that they could implement right away.

Dr. Ben Reinking: Yeah, yeah, my first tip that I always think of: if you have a thought in your head and you think, “I can’t do this,” or, “I should do this…” Let’s start with “I can’t do this.” My tip is to ask why. Is that a fact, or is it just a thought in your head that maybe you’ve learned out of habit because of the patterns you’ve had for so long? Challenge that. So, my first question is to ask why when you run up against a barrier and you’re saying, “I can’t do that.”

My second tip would be: don’t be afraid of the pivot. Sometimes those pivots are big. It might mean leaving your job, leaving clinical medicine, or doing something entirely different—a big, disruptive change, almost. But many times, those things that are different are just little, tiny daily changes.

An example of one I did over the summer was going outside to eat my lunch for 15 minutes rather than sitting in front of my desk to eat lunch. It’s amazing how sometimes those little changes can make a big difference in your day.

Dr. Barbara Hales: Oh, absolutely. Do any of your clients come to you and specifically say or ask, “Should I stay in medicine with all of the new transitions that are going on, or should I just seek an alternate career?”

Dr. Ben Reinking: You know, I think, honestly, that’s probably a big question that, if it’s not directly asked, it’s in the background, kind of underlying some of the questions people are asking. “Is this the right fit for me?” Absolutely. “Should I stay, should I go, or should I work differently?”

Dr. Barbara Hales: Well, nowadays, I think that is probably in the back of every doctor’s mind.

Dr. Ben Reinking: Absolutely.

Final Tips for Listeners

Dr. Barbara Hales: Well, is there anything else that you would like to tell our listeners today?

Dr. Ben Reinking: Yeah. If you’re curious about coaching and you’re just hesitant—either because of the time commitment or the cost, which some people see as a barrier—I encourage you to find a coach and just book a free consult call. It doesn’t have to be me; it can be any physician coach out there. Just explore the idea of coaching a little bit if you’re looking for a change and you’re not sure where to turn.

I also have an online course that I’d love for people to check out. I designed it specifically for people who are curious about coaching but maybe hesitant to share things with someone they don’t know well. It’s an online coaching process that’s self-driven and a good way to get introduced to coaching if you’re interested in it.

Dr. Barbara Hales: That’s great. So you have the modules listed online so they know what the course covers, correct?

Dr. Ben Reinking: Yeah. There are eight modules. Each module has between two and six different lessons, and the topics are clearly listed.

Dr. Barbara Hales: Has that been popular for you? Or is that something you just launched?

Dr. Ben Reinking: It’s a brand-new thing, but I’ve gotten some good feedback so far.

Dr. Barbara Hales: Well, good luck with that.

Dr. Ben Reinking: Thank you.

Dr. Barbara Hales: Is there a name for that course?

Dr. Ben Reinking: It’s Master in Wellness: How to Thrive as a Physician, and you can find it at courses.thedevelopingdoctor.com.

Dr. Barbara Hales: Excellent. Well, it was wonderful having you here today. I’m sure my listeners have been at the edge of their seat, gleaning everything that you had to say.

Dr. Ben Reinking: Thank you so much, Dr. Hales. I really appreciate you sharing your platform with me. It’s been wonderful.

Dr. Barbara Hales: This has been another episode of Marketing Tips for Doctors with your host, Dr. Barbara Hales. Till next time!

The post Rx for Success to Thrive first appeared on The Medical Strategist.

View Details

In this episode, Dr. Hales and Suzy discuss:

• Itty Bitty Books’ 30-page concept and success
• Writing a book for business success and media
• Self-promotion and media outreach tips for authors

Key Takeaways:

“A book is a gateway to your business’s success. You can give it to your clients, sell it to them, send it to the media, or distribute it through newsletters. I mean, every single media outlet.” – Suzy Prudden.

Connect with Suzy Prudden:

Website: http://suzyprudden.com/

LinkedIn: https://www.linkedin.com/in/suzy-prudden-a12a7810/

Facebook: https://www.facebook.com/SuzyPrudden/

Amazon: https://www.amazon.com/stores/Suzy-Prudden/author/B001HPRPR8

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (179)

Dr. Barbara Hales: Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales. Today, we have with us a very lovely speaker by the name of Suzy Prudden. Suzy is an internationally acclaimed speaker, seminar leader, and New York Times best-selling author. And what I didn’t know is that she is a former clinician to the President’s Council on Physical Fitness and Sports. I had no idea! Fitness expert, body-mind therapist, hypnotherapist, and empowerment and accountability coach—that’s a lot.

Suzy Prudden: I’ve done a lot, yes.

Dr. Barbara Hales: Always at the forefront of her field, she was a leading pioneer in the fitness industry in the 1960s and ’70s, the body-mind industry in the early ’80s and ’90s, and is now pioneering the power of mindset and action in creating success in business. A serial entrepreneur, she has owned and operated several multi-million dollar businesses and is now the owner and CEO—excuse me—of Itty Bitty Publishing. You’ve seen Susie on Oprah, Good Morning America, and The Today Show. She’s done well over 2,000 interviews on radio and television. At one point, she even hosted her own show in the 1970s on WNBC in New York City, as well as their syndicated networks around the country, and was the on-camera fitness reporter for The Today Show. The New York Times says, “If Susie is talking about it today, the rest of the country will be talking about it tomorrow.” Welcome to the show, Suzy.

Suzy Prudden: Thank you, Barbara. I’m very, very happy to be here.

The Concept and Success of Itty Bitty Books

Dr. Barbara Hales: Well, you know, when you started your Itty Bitty Publishing business, it was so unique and out-of-the-box—it was destined for success.

Suzy Prudden: And it’s been remarkable how it has grown and how it has helped coaches, doctors, health professionals—anybody who is an expert in their field literally needs an Itty Bitty book because, seriously, people don’t read anymore, and Itty Bitty books are just that—they’re small; they’re easy.

Dr. Barbara Hales: How many pages is it?

Suzy Prudden: 30 pages? It’s 15 chapters, two pages each chapter. So it’s a 30-page book written in numbered sentences and paragraphs, so that the reader—it’s like the Cliff Notes for dummies. Dummies books are 350 pages. You have to read with the yellow highlighter, and Itty Bitty books are the yellow highlights.

Dr. Barbara Hales: How did you even come to think about that?

Suzy Prudden: It was an accident. It was a wonderful accident. My sister—as you know, I’ve written a lot of books with big houses in New York and California—and my sister and I made an attempt to do a self-published book in 2006. Our coach at the time said, “Do a small book.” So my sister and I went… I was in the weight loss industry at the time, and I ran a business. My sister ran it with me, but she wrote the book while I was running the business, and we put it out there. We didn’t know anything, and it didn’t do anything. It was, you know, we spent $2,000—actually more than that. We got the 2,000 copies to sell, etc. I think we have 1,800 left in my garage. How many years ago? Long time ago. And so, nothing happened. We had a brilliant failure.

Then, in 2014, I asked her if she could check because I thought, this is a good book. Let’s do something with it. So I said, “Can you change the cover and make it smaller?” And she did. She came, visited me that year at Christmas, and showed me the book. Instead of saying, Susie Pruden, Itty Bitty Weight Loss Book, it said, You’re Amazing! Itty Bitty Weight Loss Book. It made all the difference. Well, at first, I had an ego moment. I was like, “You want to take my name off?” because my name’s been on everything since the ’60s. She said, “I don’t care.” And as I’m looking at this book, I say, “Well, actually, this is a million-dollar idea, and we don’t have to write the books.” We were in business. Yeah, it was that fast. So we were in business three days later. We had our first signed author two weeks later and our first published book six weeks later. Now, we have probably 600 authors, 138 bestsellers, and we’ve done 138 campaigns. We have books coming out every few weeks. It’s very exciting.

People ask, How do you get on television? How do you get on radio? How do you get newspaper articles? Write a book, and it doesn’t have to be—and it shouldn’t be—a tome. People don’t read. Pardon me—

Dr. Barbara Hales: Nobody wants a tome.

Suzy Prudden: They don’t want to read it anymore. We’re working in sound bites that are so fast. So a book is a gateway to your business’s success. You can give it to your clients, sell it to your clients, send it to the media, send it to newsletters. I mean, every single media outlet—which every business owner wants to be on—is looking for stories.

Growth and Impact

Dr. Barbara Hales: Absolutely. Do you remember who the first one was that you published?

Suzy Prudden: Yep, yes, it’s a book on travel. That was the first book on travel. I mean, we’ve had books by accountants, by real estate agents, by doctors, by coaches—I mean, if you’re an expert in a field, that’s a book.

Marketing and Promotion Strategies

Dr. Barbara Hales: When you help people, because you give templates, so it’s basically where they can just fill it in, which makes it even easier. So once that process is done and they now have a book, do you help them market it?

Suzy Prudden: We don’t do the marketing, but I have connections with a lot of people who do marketing and PR. And, you know, it’s interesting. The problem with people doing their own marketing is they don’t like to. That’s it. It’s not hard. You know, I did television in New York. I did a lot of TV in New York. I became the go-to person for fitness, and I would call up a producer at Good Morning New York or AM New York and say, “Hi, this is Susie. Are you interested in doing a story on fitness this week?” Sometimes they said yes, and sometimes they said, “Not this week, but I’ll call you next week.” So it was the same in AM San Francisco, AM Chicago. It’s like they are looking for you, and you have to put yourself out there. They don’t know who you are until you tell them. Yeah, I mean, it’s that simple.

And people go, Yes, but… and the other thing—it’s so interesting, Barbara—people think that media is doing you a favor. No, you are doing the media a favor because they’ve got to fill in their time slots. But nobody looks at it that way.

Dr. Barbara Hales: I know.

Suzy Prudden: So I’m telling your viewers, look at it that way. They’re looking for you. If you’ve got one tiny thing that’s unique in your practice, that’s a story. And everybody’s got their own take on everything. So if you’re a doctor, what is the unique thing that you give your patients?

Dr. Barbara Hales: Yeah, absolutely. I first met you on Author 101, do you remember when that would have been?

Suzy Prudden: 2019 or 2018? I thought I was trying to think about it this morning. Where do I know her from? Author 101—my goodness, yeah, that was a… and that was the last one that they did.

Dr. Barbara Hales: Oh, they had done many. I think I was one of the earlier summits that they had.

Suzy Prudden: Oh, yeah, they were going for a long, long time. I got in there at the last minute, sort of when they were just beginning to fade out. That was a great conference.

Suzy’s Journey and Insights

Dr. Barbara Hales: When you were just before you started out, when you were younger, and you were saying, “What am I going to do with my life?” Did you ever envision, you know, coming into this or, like, never? How did this happen?

Suzy Prudden: Well, it was the accident that occurred when my sister—my sister—handed me the book without my name on it. I’ve written a lot of books. I have 11 books with the big houses in New York, the traditional houses, and I have a bunch of… well, I have one Itty Bitty book and then a bunch of chapters and books and stuff. But I… I was a, I was a… I was the… on camera. I was the widget. Always in the fitness industry. Right now, I’m producing widgets, so to speak.

Dr. Barbara Hales: Okay, so you were well known. You were on TV for physical fitness. You were the guru for getting your life on track, right? How did you then say, “You know what? That was fun, but now I’m going to become a publisher.” How did that happen?

Suzy Prudden: Well, it was just a good idea, and we threw it out there, and it stuck. You know, I am an idea person. I come up with all kinds of ideas, and I don’t wait to see if they’re going to happen. I put them out there and make them happen. And if it’s a struggle, I don’t do it. But this was easy. I put it out there and boom, we were publishing books literally six weeks after. I remember because it was the day before Valentine’s Day. And that was the day we—six weeks—that February 14th, we started the company. Literally, January 1st. And because it’s a good idea, people gravitated to it. And then what we do with our authors, which is so exciting, is every Tuesday night, we have a call with experts that come to talk to my authors. The authors get on a Zoom call, and it’s no cost, and it’s really about, Okay, this is what you do to market. This is what you do to get PR. This is what you do to do this. And so we’re teaching, teaching. And you’re right, with the actual manuscript, we don’t expect you to go home and write 300 pages. We literally send you a template, which is 30 pages, and you fill it in. And we have a workshop—a two-day workshop—Write Your Book in the Weekend. And there’s one coming up in December on the 14th, and it’s literally—you come at 9 o’clock Saturday morning to 5, and 9 o’clock Sunday morning to 5. And I teach you how to write your book.

Dr. Barbara Hales: Is this virtual alone, or is it in person as well?

Suzy Prudden: Virtual alone right now. I will be doing in-person retreats soon. I just have a lot on my plate right now, so I have to find a date.

Future Plans and Upcoming Events

Dr. Barbara Hales: Tell us about this cruise. Are you doing cruises now, or is that in the future?

Suzy Prudden: I did the marketers’ cruise for the last two years, and I’m planning to Write Your Book on a Cruise Trip for probably 2026.

Dr. Barbara Hales: Well, that sounds like a lot of fun. Tell us about that.

Suzy Prudden: Well, you know, on a cruise, you’ve got a bazillion things to do. And there’s also—you need time for a writer. You need time to write, and you need time to get away—literally, away from everything else. So there will be writing sessions where everybody comes and brings their computer, and we sit and write for two hours. Then you go off swimming or hot-tubbing or whatever you choose to do on the cruise. And then, of course, when you go on a cruise, you have day events where you go explore whatever island—probably in the Caribbean. Whatever island you take a day trip to. So usually, it’s three days of writing your book and three or four days writing your book, and then three days of excursions. So, and it’s a write-off because you’re working on a book that you’re going to sell. So that’s going to be—it’s a write-off. So you’re taking a tax-free vacation, writing your book, and having a good time.

Branding and Memorability

Dr. Barbara Hales: Well, it sounds like loads of fun. Is your—are your glasses, the red glasses, part of your branding?

Suzy Prudden: Yes, yes. These are—this is my brand. It’s red, and the glasses are definitely, you know, people—it’s so funny because people remember my glasses, which is why I wear them.

Dr. Barbara Hales: Well, you want to be remembered. After all…

Suzy Prudden: Absolutely. When I’m speaking, I’m wearing regular glasses. I mean, they’re not prescription here; they’re prescription. And I got the idea because I started wearing these on Zoom, and people kept telling me how good they looked. I thought, Well, why don’t I just take it to the stage?

Dr. Barbara Hales: So Sally Jessy Raphael had nothing to do with it?

Suzy Prudden: Well, she didn’t, but as soon as someone mentioned it, I remembered her.

Dr. Barbara Hales: No, this is great. It’s great for branding. It does make you stand out, and it makes you memorable, for sure.

Suzy Prudden: Thank you. So I do have, if anybody wants to come, I do have a four-hour workshop. I’ll find it and put it in the chat. It’s at no cost if somebody wants to come and basically, it’s four hours on Zoom where people can come and learn how to write a book. So I just have to find it now, because I…

Dr. Barbara Hales: No worries, because you could email that to me and it will wind up on the show notes. So here today, if you go to the show notes, you will get the links for all the appropriate information.

Suzy Prudden: Great. That’s perfect. Thank you.

Practical Tips for Success

Dr. Barbara Hales: At this point, I like to ask my guests to give two tips that people could implement right away that would be helpful for them with what you do.

Suzy Prudden: So if you want to get known, this is—it’s going to rhyme—if you want to get known, pick up the phone. There are editors at newspapers who are looking for you. There are producers at TV shows and podcasts who are looking for you, and there are news shows that are looking for you. There are magazines that are looking for you, and if it costs you to go into the magazines, pay the cost, because once you’re in print, you’re there. PR companies charge you $3,000—well, now they’re more—$5,000+ a month for a hit or miss, with no guarantee. There’s no guarantee. I was on the cover of Forbes in their online magazine. It cost me $2,000, but now I have quotes from Forbes, and I would always say, “I’ve been on Forbes.” Yes, as seen on or in. Send out press releases. There are agencies where you send in a press release, and for like $300, they’ll send them to all the outlets. Again, there’s no guarantee you’ll get 30—not necessarily big ones, but you can still say, as seen on or in.

Dr. Barbara Hales: I think that’s great advice.

Suzy Prudden: Well, it works. Bottom line, it works. And write a book. I mean, seriously, books changed my life. When I was a fitness expert in New York, they got me radio, television, they got me clients, they got—I became a celebrity because of it. So you—and I’m talking to you, the audience, those of you listening and watching—you have a uniqueness, but nobody knows about it unless you tell them. Be your own horn! Absolutely. I mean, you’re important right now, but if nobody knows, they don’t know to contact you. Contact them. Be top of mind. If something’s going on in the news that you’re affiliated with, story-wise, let the networks know. Let the newspapers know. Let the podcasters know. Again, nobody knows who you are until you tell them.

Dr. Barbara Hales: Yep, that’s great advice.

Suzy Prudden: What else did you want to know?

Dr. Barbara Hales: Oh, well, you mentioned the two tips, which is what I asked you for.

Suzy Prudden: Okay, good, yeah.

Dr. Barbara Hales: So I think at this point I can honestly say, since we’re not doing books that are tomes, and we’re not doing—we’re not doing stories and shows that are tomes, so we have been able to entertain and educate our audience today. This has been another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales, with Suzy Prudden. Till next time!

The post Itty Bitty Books, Big Business first appeared on The Medical Strategist.

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In this episode, Dr. Barbara Hales discusses:

• The potential of TikTok for medical professionals to engage patients and grow their practice.
• How TikTok’s authenticity can enhance a doctor’s relatability, building trust with a diverse audience.
• Effective TikTok content types include educational videos, behind-the-scenes glimpses, patient testimonials, and trending hashtags.
• Collaborating with influencers and tracking analytics to optimize engagement and reach.

Key Takeaway: “TikTok offers a unique, fast-paced platform where medical professionals can connect meaningfully with patients by blending education with personal engagement, ultimately expanding their practice’s reach.”

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (178)

Introduction to Using TikTok for Medical Marketing

Dr. Barbara Hales: “Welcome to another Marketing Tips for Doctors episode. I’m your host, Dr. Barbara Hales, and today, we’re discussing using TikTok to engage patients and grow your practice. TikTok is becoming an influential platform for young users and a broad audience, including potential patients looking for reliable health information. Unlike more polished social media, TikTok thrives on authenticity, allowing professionals to showcase their personalities. Patients today value transparency, relatability, and quick, actionable information, and TikTok delivers that effectively.”

Why TikTok for Healthcare Professionals?

Dr. Barbara Hales: “TikTok’s algorithm promotes content based on user interests, not just who they follow, allowing your videos to reach a diverse audience who might benefit from your information. For example, during the COVID-19 pandemic, a doctor’s video about safely handling groceries went viral and attracted numerous patient inquiries. By sharing your expertise on TikTok, you can position yourself as a trustworthy source, building trust and engagement with potential patients.”

Building Community Engagement

Dr. Barbara Hales: “TikTok’s interactive nature lets you respond to comments, create video replies, and stitch responses to other creators. This fosters a deeper connection with viewers who may reach out for questions or consultations. Engaging with others’ videos that align with your message can increase visibility and make your presence known within the community.”

Types of Effective TikTok Content

Dr. Barbara Hales: “Educational ‘Did You Know’ videos or quick health tips on common topics, like health remedies or myth-busting, resonate well. Sharing behind-the-scenes glimpses of your practice, day-to-day activities, or what it’s like in a medical setting builds relatability and trust. Many patients have common questions, and TikTok is an ideal platform to answer these in a quick, direct format. For example, questions like the best time to take vitamins or how often to get a health checkup can be addressed easily. Patient testimonials, with consent, are also effective; they highlight the positive outcomes of your practice. If using an actor, add a note for transparency. Additionally, participating in relevant trends and using popular hashtags, like #SelfCareSunday or #HealthTipTuesday, can enhance reach and visibility. Hosting live Q&A sessions is also powerful, as it allows for real-time interaction and shows patients that you’re approachable and open to engaging with their questions.”

Collaborating with Influencers

Dr. Barbara Hales: “Consider collaborating with health influencers who align with your niche. Influencers can extend your reach by connecting you to their followers, who may be interested in your expertise. When evaluating potential influencers, look for high engagement rates, which signal an active, interested audience. TikTok’s Creator Marketplace is a helpful tool for identifying suitable influencers and offers performance metrics that make it easier to decide who aligns best with your brand.”

Leveraging Storytelling and Emotion

Dr. Barbara Hales: “Storytelling is highly effective on TikTok. Share stories, such as a ‘Day in the Life’ of a doctor or memorable patient interactions, while maintaining confidentiality. These types of stories resonate with audiences and demonstrate the impact of your work, creating an emotional connection and making your content more memorable.”

Finding the Right Influencers

Dr. Barbara Hales: “To find influencers, explore relevant hashtags like #MedicalAdvice or #DoctorTikTok to identify creators who discuss similar topics. Platforms like Upfluence and AspireIQ can help you connect with influencers based on niche, location, and engagement rate. High engagement indicates an active audience that might be interested in your content, so focusing on engagement metrics is key.”

Practical Tips for Getting Started on TikTok

Dr. Barbara Hales: “When starting on TikTok, set clear goals for what you hope to achieve—brand awareness, patient education, or increased engagement. Planning consistent content is essential, as regular posts keep your account active and your followers engaged. Monitoring analytics also helps refine your strategy. TikTok offers insights into which videos perform best, allowing you to focus on content that resonates with your audience while steering clear of topics that don’t gain traction.”

The Big Takeaway

Dr. Barbara Hales: “TikTok’s authentic, fast-paced environment is ideal for medical professionals to connect meaningfully with patients. Balancing information with personal connections can build trust, reach new audiences, and expand your practice. TikTok isn’t just for entertaining videos but can be a powerful tool for educating patients and humanizing your brand. Being genuine, open to experimenting, and letting your personality shine through is key to making the most of this platform.”

Closing Remarks

Dr. Barbara Hales: “Thank you for tuning in to Marketing Tips for Doctors. I hope you found value in this discussion about using TikTok to connect with patients. Remember, social media is all about connection, and your patients will appreciate a doctor who’s approachable and willing to meet them where they are.”

The post Using TikTok to Engage Patients first appeared on The Medical Strategist.

View Details

In this episode, Dr. Barbara Hales discusses:

• The value of guest podcasting for health professionals to expand their reach and build patient trust.
• How guest podcasting can enhance credibility, patient engagement, and search engine ranking.
• Key strategies to maximize impact as a podcast guest, from preparation to post-episode promotion.

Key Takeaways: “Guest podcasting offers a low-risk, high-reward opportunity for health professionals to build visibility and credibility without the ongoing time and cost of hosting a show.”

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahalesmd

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (177)

Introduction to Guest Podcasting

Dr. Barbara Hales: Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales. Today, we’re going to be talking about a powerful, yet underutilized way for health professionals to expand their reach, attract more patients, and establish trust within the community: guest podcasting. In case you haven’t guessed, whether you’re already familiar with podcasting or just dipping your toes into the idea, I’ll break down why being a guest on someone else’s podcast can be a valuable tool in your marketing strategy. I’ll also give you some actionable steps to make the most out of each guest appearance.

Why Guest Podcasting?

Dr. Barbara Hales: Podcasting, as you know, is a growing medium. Health podcasts in particular have seen a significant increase in listenership over the last few years. This rise means there’s a tremendous opportunity to reach a relevant audience, whether that’s potential patients, colleagues, or even referring physicians.

Dr. Barbara Hales: As a guest on someone else’s podcast, you have access to their established audience, which can help you introduce yourself to people who otherwise might never hear of you or your practice. Podcast listeners are often highly engaged, trust the host they listen to, and value the information shared. When you appear on a reputable podcast, the audience associates you with the trusted host, which builds credibility. You’re entering listeners’ space in an unobtrusive, personal way, which can deepen patient trust and create a connection that’s harder to achieve through written content alone. Hearing someone speak can make a profound impact on potential patients or colleagues by providing a sense of who you are beyond the clinical setting.

Dr. Barbara Hales: When you guest on a podcast, it often includes a mention on their website, sometimes with a link to your practice or social media profile, which can improve your search engine ranking, making it easier for new patients to find you online. Podcasting also allows you to showcase your specialty. You can communicate nuances and specifics about your area of expertise that might not come across in written content, answer common questions, address concerns, and provide reassurance that’s specific to your practice area.

Dr. Barbara Hales: Your guest appearance isn’t a one-time event. Once the episode is live, you can share it on your own channels, including your website, email newsletters, and social media, to reinforce your expertise and give your own audience valuable information. It’s all about setting yourself up for success.

Maximizing Your Guest Appearance

Dr. Barbara Hales: Preparation is key to making the most of each guest appearance. Look for podcasts that align with your specialty and audience. For example, if you’re a woman’s health specialist, find podcasts that speak to that community. It’s also helpful to consider podcasts that may address overlapping interests, such as general wellness, family health, or preventive medicine.

Dr. Barbara Hales: When contacting a podcast host, make it clear why you’re interested in their show specifically. Explain what you bring to the table and how your message aligns with their audience. A thoughtful, personalized pitch can go a long way. Take time to develop your core message. What’s the main takeaway you want the audience to remember? Are there key points you want to emphasize? This preparation helps you stay focused and ensures that you maximize your impact during the interview.

Dr. Barbara Hales: Stories and examples make content memorable. Think of real patient scenarios, keeping confidentiality in mind, of course. Success stories or personal anecdotes that illustrate your points can help create a connection. Audiences connect with stories more than raw information. Podcasts are conversational, but practice can help ensure you’re clear, concise, and engaging. Speak slowly, enunciate, and use a friendly, open tone. If you’re nervous, try practicing with a colleague or recording yourself to get comfortable with how you sound.

Dr. Barbara Hales: Once you’re on the podcast, remember you’re speaking to people interested in health topics who trust the host. Approach the conversation with authenticity and a willingness to connect. Don’t just deliver a lecture; respond to questions with a curious, conversational tone. Identify two to three main takeaways you want the audience to remember. It’s tempting to share a lot, but people remember fewer points when there’s too much information. Keep it focused.

Dr. Barbara Hales: At the end of the podcast, briefly mention where listeners can learn more, whether it’s your website, a free resource you offer, or your social media profile. A clear call to action can guide interested listeners to continue engaging with you. Express your gratitude to the host for inviting you, as this builds a positive relationship, which can lead to future collaborations or referrals. It also shows listeners that you respect and appreciate their trusted host.

Dr. Barbara Hales: When your episode airs, the marketing doesn’t stop there. Share the episode on your website, social media, and with your email list. Highlight a few key quotes or topics covered to pique interest, letting your own audience know about your appearance, which strengthens your reputation and amplifies the podcast’s reach. A short thank-you email to the host goes a long way. Express your appreciation and suggest ways to stay connected, such as future collaborations or cross-promotion. Pay attention to any increase in website traffic, new followers, or patient inquiries as this helps gauge the impact of your appearance and informs your strategy for future guest appearances.

Guest Podcasting vs. Hosting Your Own Podcast

Dr. Barbara Hales: Now, let’s review the advantages of guest podcasting over hosting your own podcast. Many of you may be thinking, “Well, instead of just being a guest, how about if I had my own podcast? Wouldn’t that spread my name and show my authority more?” That’s a good question. Guest podcasting is an excellent way to enjoy the benefits of podcast exposure without the commitment and workload of running your own show. In medicine, we have enough time commitments as it is, without worrying about yet another obligation.

Dr. Barbara Hales: Appearing as a guest on another podcast requires minimal preparation compared to producing your own show. You only need to focus on the content and message for one episode rather than regular uploads, episode planning, guest scheduling, editing, and publishing. Running a podcast is a significant time investment. For a regular show, you’d need to consistently brainstorm topics, manage a production schedule, record, edit, and promote every episode, which can be demanding for busy health professionals.

Dr. Barbara Hales: As a guest, you’re tapping into a podcast that already has a dedicated listener base. You benefit from their established audience without needing to build one from scratch, allowing you to reach new listeners who may already trust and engage with the podcast. Starting your own podcast means you need to invest significant time and effort to grow an audience, which can take months, even years, to reach the level of exposure that an established podcast already has.

Dr. Barbara Hales: When you appear as a guest, you are benefiting from the trust and credibility the host has built with their audience. The host is vouching for you, so listeners are more likely to trust your insights. Building your own audience’s trust takes time and consistency. Establishing authority requires continuous effort, especially since listeners don’t have a reason to follow or trust you from the start.

Dr. Barbara Hales: As a guest, there are typically no costs associated with appearing on someone else’s podcast. All you need is a good microphone and internet connection. Running a podcast involves expenses for equipment, software, possibly hiring editors and designers, and paying for hosting services. The costs can add up quickly, especially if you aim for high production quality.

Dr. Barbara Hales: You also have the freedom to appear on multiple podcasts, giving you a variety of exposure across different audiences. You can explore different topics and showcase your expertise without being tied to a single niche. Hosting your own show means committing to a regular upload schedule, which can be hard to maintain, especially if your main job is demanding. Podcast listeners expect consistency, and maintaining a regular schedule is key to building an audience. For a health professional with limited time, consistently delivering new episodes can become a challenge, which might impact audience retention.

Dr. Barbara Hales: When you guest on a podcast, you can tailor each appearance to a specific topic or message, ensuring you make the most impact on each show. You can share unique stories and perspectives, offering value without needing to create a full series to keep listeners engaged. Each appearance gives you a chance to connect with new hosts and potentially their network of listeners and professionals. It can open doors to further collaborations and partnerships without the administrative responsibilities of managing a show.

Dr. Barbara Hales: In conclusion, guest podcasting offers a low-risk, high-reward opportunity for health professionals to build visibility, credibility, and reach without the extensive time, cost, and commitment required to host their own podcast. By strategically appearing on established shows, you can amplify your message, reach new audiences, and build trust with minimal ongoing demands, making it an ideal approach for busy professionals.

Dr. Barbara Hales: If talking about guest podcasting has piqued your interest, I’d like to offer you this opportunity. You can be a guest on my podcast so that we can showcase what you do, your medical practice, your expertise, and anything else that you would like to share with our audience. Visit The Medical Strategist to snag your episode. I look forward to connecting with you.

The post The Power of Guest Podcasting first appeared on The Medical Strategist.

View Details

In this episode, Dr. Barbara Hales discuss:

• What steps can medical providers take to monitor and support high-risk patients, such as those with chronic conditions, during the shift to standard time
• How can medical offices effectively communicate the time change to their patients to minimize confusion and missed appointments
• What strategies can medical offices implement to support their staff during the transition to standard time

Key Takeaways:

“Being mindful of these impacts and preparing patients and staff in advance can help medical offices minimize disruptions and maintain high-quality care during the shift from daylight savings to standard time.” – Dr. Barbara Hales.

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION: (176)

Dr. Barbara Hales: Welcome to another episode of Marketing Tips for Doctors. This is going to be a short one, but what we will be talking about today is addressing the fact that there will be a time change this weekend, which, for most people, really is not an adjustment. For others, it is a big deal for them. So, let’s discuss this for a moment.

Impact of Daylight Saving Time on Medical Practices

The shift from Daylight Savings Time to Standard Time, which we’re doing this weekend, can impact medical offices, patient attendance, and overall medical care in several ways. This can be extreme regarding patient attendance and no-show rates because people don’t have the right time on their clocks. There are disruptive sleep patterns. So, at the end of daylight savings time, patients’ sleep schedules can be disturbed, especially among those who are already sleep-deprived, leading to increased no-show or late arrival rates.

Also you’re bound to get some missed appointments. Patients may misinterpret the time change or forget to adjust their schedules, leading to confusion and possible missed appointments.

In terms of staff scheduling challenges, an adjustment needs to be done. The time shift can affect the medical office staff as well, particularly those who may need time to adjust to new schedule, which can impact punctuality and productivity.

There’s increased stress and burnout. Studies have found increased risk of stress and reduced alertness associated with the time change, which can especially impact frontline healthcare workers and those with back-to-back shifts. There’s also an impact on patient health and care quality itself.

Increased Emergency Visits and Mental Health Impact

For chronic conditions, the time shift may exacerbate symptoms for patients with chronic health conditions. For example, changes in sleep and circadian rhythm can worsen issues for those with cardiovascular disease, depression, or anxiety. In terms of medication adherence, the hour shift can disrupt medication timing, especially for patients on tightly scheduled doses. Reminding patients to adjust their medication schedules accordingly can mitigate this risk.

For emergency department and acute care visits, an increase in medical emergencies does happen. Studies indicate a slight increase in incidences like strokes and heart attacks following time changes due to stress and sleep disruption.

There’s an impact on mental health services as well. The shift to shorter daylight hours and standard time often aligns with Seasonal Affective Disorders, their symptoms as well, which can increase demand for mental health care and support.

There are potential strategies for medical offices to counteract this. There should be clear communication. Send reminders about appointment times before and after the shift. This can help reduce confusion. You might want to remind patients more than you typically remind them for office hours so that a week ahead of time, two days beforehand, the night before and even the morning of will be very helpful, and will also cut down on no-shows.

In terms of flexible scheduling, offer more flexible appointment hours during the first week after the time change. This could improve both staff productivity and patient adherence. Monitor high-risk patients, extra attention to patients with known heart disease, sleep disorders, and mental health conditions can reduce adverse outcomes during this transition period.

In short, being mindful of these impacts and preparing patients and staff in advance can help medical offices minimize disruptions and maintain high-quality care during the shift from daylight savings to standard time. And for those of you living in areas for which there will be a time change, don’t forget to set your clock. This has been another episode of Marketing Tips for Doctors with your host, Dr. Barbara Hales. Till next time.

The post How the End of Daylight Saving Time Impacts Your Medical Practice and Patient Care first appeared on The Medical Strategist.

View Details

In this episode, Dr. Barbara Hales discuss:

• What’s the Importance of Authenticity and Storytelling in Marketing for Private Medical Practices?
• How Can You Make an Impact on Your Patients or Clients?
• How Can You Create an Effective Marketing Strategy to Make Yourself Different and Enhance Patient Experience?

Key Takeaways:

“Remember, marketing is not just about promoting a private practice. It’s about building trust, maintaining relationships, and ensuring the long-term growth and success of your practice.” – Dr. Barbara Hales.

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION: (172)

Dr. Barbara Hales: Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales, and today, we have the power of authenticity using stories to elevate your private practice. You’ll notice on social media platforms that the ones that have the most viewers engaged are the ones that are authentic and show their personality, telling it like they are.

Dr. Barbara Hales: First, marketing is essential for doctors, especially in private practice. Marketing is crucial for doctors and private practice for several reasons, especially in today’s competitive healthcare environment. Here are some key points.

The Importance of Marketing in Today’s Competitive Healthcare Environment

Dr. Barbara Hales: First is building patient trust and awareness with visibility in the community. In private practice, patients need to know you exist before they can choose you. Marketing helps raise awareness about your practice, service, and expertise, making it easier for potential patients to find you. It establishes trust. A strong marketing strategy highlighting your credentials, patient stories, and expertise can build trust with potential patients through testimonials, patient reviews, and educational content. You can establish your reputation as a caring and competent position.

Stand out from competitors. Private practices compete with other local practices, large healthcare organizations, and online medical resources. Marketing allows you to highlight what makes your practice unique: personalized care, shorter wait times, or specialized service. So, let’s take a minute here. What does make your practice unique? Think of all the things you do and all the things you offer that are just that much different from every other healthcare service around you.

Showcase expertise and specialty. Marketing helps you position yourself as an expert in a specific field or niche. For instance, if your practice focuses on women’s health, you can tailor your marketing to appeal to that audience, positioning yourself as the go-to provider. A good example would be a doctor to say, come into the office, and we will check your hormone levels and discuss how we could give you organic compounds that are natural hormones to make you feel that much better.

Attract new patients with an online presence. Today, most patients start their search for a doctor online, whether through search engines or social media. A well-maintained website, active social media presence, and positive reviews help attract new patients. Without marketing, your practice might remain invisible to potential patients seeking care.

Marketing can also enhance your relationships with other healthcare providers, encouraging referrals, which is so important. Building a reputation in your community through outreach, networking events or partnerships can generate more patient referrals. Think of this. How about participating in a health fair in your community? You’re getting out there, performing a service, and giving out your message, but people are seeing you. They’re seeing who you are and what you stand for.

Communication, Education, and Engagement do well in improving patient retention. Regular communication through newsletters, social media, and patient portals can keep your practice top of mind for existing patients. Marketing isn’t just about acquiring new patients; it’s also about maintaining relationships with current ones to encourage loyalty.

Effective marketing can educate your patients and empower them to take an active role in their health. Whether through blogs, videos, or webinars, educational content helps patients stay informed and engaged with your practice, strengthening their bond with you.

Adapt to changing patient expectations and respond to the digital shift. Patients today expect more from healthcare providers. They want easy online appointment booking, clear communication, and the ability to engage with their doctor digitally. Marketing helps your practice stay current with these expectations by offering telemedicine, providing online resources, or maintaining active digital channels. Your online reputation can significantly impact patient decisions and responses to reviews.

Managing your patients’ online profiles and addressing concerns proactively are all part of marketing that helps protect and enhance your reputation, expand services or specialties, and promote these new services. If your practice is expanding services, adding new treatments or embracing new technology, marketing is essential to inform current and potential patients about these changes, whether it’s a new specialty like dermatology, a new piece of equipment or an esthetic service, patients won’t know what you offer unless you communicated effectively.

Target niche markets. Marketing allows you to reach specific groups that would benefit from your services: expectant mothers, seniors, or athletes. A targeted approach can help you grow your patient base in critical areas.

Regarding enhancing patient experience, feedback, and improvement are always good ideas. Marketing isn’t just about broadcasting messages; it’s also about listening. What do they have to say in their reviews and ranking? Collecting patient feedback through surveys or reviews allows you to improve your services and align your practice with patient needs and preferences. Marketing also provides opportunities for doctors to connect with patients on a personal level. Sharing stories about patient care, behind-the-scenes content, or your journey as a physician can humanize your practice, making patients feel more connected to you.

Create Effective Marketing for Your Private Practice

Dr. Barbara Hales: A consistent marketing effort ensures a steady flow of new patients, which is crucial for your practice’s financial health and sustainability. A private practice might struggle to maintain growth without effective marketing, especially in a competitive market. Adapt to market trends. Marketing helps you stay informed about trends in patient behavior, healthcare needs, and competition, allowing you to adapt and keep your practice relevant over time.

And now, before we continue, here’s a word from our sponsor today, Katherine Knapp. Her website, improvedpatientoutcomes.com, highlights partnering with independent medical practices to increase revenue and improve patient outcomes. She has a full-service company offering you multiple options to improve your patient outcomes and create additional revenue at a surprisingly low cost. She offers an all-inclusive package with no need to purchase expensive medical equipment or hire additional staff, including genetic testing, customized nutrition, and practice-branded nutritional cocktails backed by a team of clinical experts. I strongly advise you to check out improvedpatientoutcomes.com to learn more about it. Now, back to our show.

Marketing is not just about promoting a private practice; it’s about building trust, maintaining relationships, and ensuring your practice’s long-term growth and success. Without it, even the most skilled doctors can go unnoticed in today’s highly competitive and digital healthcare environment.

The traditional approach doctors often take focuses on credentials, facts, and teaching materials. Authenticity and emotional storytelling can set you apart for the following reasons.

How do Authenticity and Storytelling Create a Powerful Impact?

Dr. Barbara Hales: Authenticity and storytelling sets you apart as a doctor because they create a deeper, more personal connection with your patients and potential patients. Here’s why they make such a powerful impact. It humanizes the doctor-patient relationship by sharing authentic stories about your experiences, challenges, or reasons for becoming a doctor, and you show your human side. This makes you more relatable and approachable to patients who might otherwise view doctors as distant or overly clinical.

Patients are more likely to trust and connect with a doctor they see as a natural person with emotions and a personal story. Authentic stories trigger emotional responses. When patients hear a story about how you’ve helped others or overcome your challenges, it resonates with them emotionally. This connection builds trust and loyalty in ways that mere facts or credentials cannot.

Patients appreciate when doctors are open and transparent about their journeys, both personally and professionally, whether it’s sharing why you chose a certain specialty, a meaningful patient experience, or even a mistake you’ve learned from; heaven forbid, authenticity builds trust.

Patients are more likely to believe in a doctor who is honest about both their strengths and their learning experiences. By telling stories about what motivates you, the core values you hold, and your approach to care, you differentiate yourself from others who may also present a professional facade. Authenticity helps demonstrate your commitment to providing compassionate and patient-centered care. It also differentiates you from competitors and helps you stand out from the crowd.

Many doctors rely on credentials, years of experience, and technical skills to market themselves. While these are important, they don’t necessarily make you stand out. Authentic storytelling, on the other hand, brings your unique personality, approach to care and philosophy to the forefront. This can attract patients who resonate with your story and values, making you memorable compared to other providers. It makes your practice unique by weaving your story into your practices identity, you create a narrative that patients remember. For example, if your story is rooted in a personal family experience with healthcare or a mission to improve a specific aspect of patient care, it gives your practice a unique character that differentiates it from other clinics offering similar services.

It fosters patient loyalty. When patients feel a personal connection to their doctor, they are more likely to stay loyal to the practice. Sharing personal stories and being authentic deepens that relationship, helping patients feel that they are in the care of someone who truly understands them. A loyal patient base can be built not only through good clinical outcomes but through genuine human connection. For me, when I was delivering babies, the new parents would invite me to the christening and the baby’s first birthday because they felt like I was a member of the family, and I often went to see how everybody was doing, and because I also felt that genuine connection.

Patients are more likely to remember a story than a list of credentials or medical facts. When you tell a meaningful story about how you helped a patient overcome a significant challenge, it sticks with people. Patients want a doctor who listens, understands and collaborates with them on their healthcare journey. Authentic stories help reinforce the message that you are a partner in their care and not just an authoritative figure giving orders. This approach fosters trust and encourages patient to be more engaged in their own health decisions. Authenticity demonstrates that you genuinely care about your patients, not just their medical conditions. When patients feel like you are invested in them as individuals, they are more satisfied with their care and more likely to have positive outcomes.

Dr. Barbara Hales: Storytelling personalizes the experience, making patients feel like they are more than just numbers. Storytelling also helps create a warmer, more inviting atmosphere in your practice. When patients feel like they know the real you beyond just the white coat, it creates a sense of comfort and trust. They feel more at ease during appointments and more open to sharing their own concerns and experiences.

Every doctor has a unique story, whether it’s the reason you pursued medicine, a life-changing patient experience or a defining moment in your career. Sharing these stories as part of your personal brand creates a compelling narrative that sets you apart. It can also attract patients who share similar values or backgrounds, creating a natural bond.

Authentic storytelling gives your marketing efforts more substance. Patients are tired of generic ads and stock photos of doctors. When you infuse your story into your website, social media or content, it creates a more meaningful connection and shows that your practice is more than just medicine. It’s about care, compassion, and understanding. In a world where patients have endless choices and often feel lost in a sea of medical options, authenticity and storytelling cut through the noise. They set you apart by showing that you care deeply, not just about treating conditions, but about building real, lasting relationships with your patients. This approach not only attracts patients, but keeps them coming back because they feel seen, heard, and understood.

The Psychology of Storytelling

Dr. Barbara Hales: The Psychology of storytelling is rooted in how humans are wired to connect emotionally and remember information more effectively when it is presented in a narrative form. Here’s a breakdown of why storytelling is so powerful.

When we hear a story, especially one that is emotional or relatable, our brains activate mirror neurons. These neurons fire in the same way they would if we were experiencing the events ourselves, allowing us to feel empathy and emotionally connect with the stories, characters, or events. Emotional storytelling stimulates the release of oxytocin, a hormone associated with empathy, bonding, and trust. This makes stories incredibly powerful in building a sense of connection between the storyteller and the audience. The brain prefers information that is structured as a story with a beginning, middle and end. This structure helps the brain process and retain information more effectively.

Facts presented in isolation are often forgotten. Just think about when you were hearing something and all these statistics were thrown at you. How many of those did you remember as much as two minutes later? When wrapped in a story, they become more memorable emotional experiences tend to leave stronger imprints on memory. Stories that evoke emotions, whether it’s joy, sadness or inspiration, are easier for people to remember and recall later compared to dry facts or data. This is like the quote of Maya Angelou, who says, I may not remember what you said, but I certainly will remember how you made me feel.

Stories often revolve around universal human themes such as love, struggle, loss, and triumph. These themes resonate with people on a deep personal level because they reflect shared human experiences. When doctors share stories of patient care, recovery or challenges, they tap into emotions that everyone can relate to. Stories help people resolve uncertainties or conflicts in their minds by providing context, meaning or resolution to complex situations. This is why stories are often used in marketing and healthcare to clarify a message or build trust.

Sharing personal stories or patient experiences show vulnerability, which in turn fosters trust. When a doctor tells an authentic story, patients are more likely to feel that the doctor understands their situation and cares about their well being. Stories help build a sense of identity, both for the storyteller and the listener. In the context of private practice marketing, storytelling helps patients feel like they belong to a community where their concerns are heard and their values are shared. When stories include rich sensory details, sights, sounds, feelings, the brain engages multiple areas associated with visual processing, language and motor responses. This multi sensory engagement helps make the story more vivid and impactful. Unlike pure data, which mostly engages the logical part of the brain in the left hemisphere, stories activate both the left and right hemispheres. The right hemisphere processes the creative and emotional aspect of the story, making the experience more immersive. The brain is constantly seeking patterns to make sense of the world.

Stories are a natural way to create and recognize patterns, which helps in processing and organizing complex information. This makes storytelling an effective tool for explaining medical conditions, treatment or healthcare concepts in a way that patients can understand. People use stories to give meaning to their experiences. In healthcare, patients often feel overwhelmed or uncertain about their health issues. When doctors share stories that explain conditions or treatments in a relatable way, it helps patients make sense of their own health journey and feel more in control.

Dr. Barbara Hales: In conclusion, Storytelling taps into fundamental aspects of human psychology, particularly our need for connection, meaning an emotional engagement. In the context of healthcare marketing, when doctors share authentic emotional stories, they not only convey information, but also build trust, empathy and long lasting connections with patients. This approach is far more effective than simply providing facts and data. Patients often choose doctors based on trust and relatability, not just technical expertise. While credentials and experience are essential, they don’t always create a personal connection that makes patients feel comfortable. Instead, patients are more likely to select a doctor they can relate to on a human level, someone who listens, empathizes and communicates in a way that makes them feel understood and valued.

This is where storytelling becomes a powerful tool in building those connections. When you share stories, whether it’s about a patient’s journey, your experience as a doctor, or moments that highlight your values and approach to care, it does more than just convey information. It engages emotions and fosters a sense of trust. Patients can see you as more than a professional. They see someone who genuinely cares about their well being.

Stories trigger emotional responses that make your message more impactful and memorable. Stories have a beginning, a middle and an end. They often feature characters, conflict, resolution and a lesson or a takeaway.

A Patient’s Journey

Dr. Barbara Hales: So now I have a story to tell you. A close friend recommended a local private practice run by Dr. Miller, known for his patient centered approach and thorough consultations. Skeptical but desperate for answers, Emma made an appointment. When she arrived at Dr Miller’s office, the atmosphere was warm and inviting. The receptionist greeted her by name, and the waiting room was calm and quiet, a stark contrast to the bustling environments she had experienced elsewhere. Once Emma was in the consultation room, Dr. Miller didn’t rush in with a clipboard or with a computer ready to fire off questions. Instead, he took a seat across from her and simply asked her to tell her story. He didn’t rush her. He genuinely wanted to hear the story. For the first time in months, Emma felt like somebody truly wanted to understand her health journey. Dr. Miller listened attentively as she described her symptoms, fears and frustrations. He asked thoughtful follow up questions, validating her feelings and showing genuine concern. Dr. Miller didn’t jump to conclusions or prescribe medications immediately. He explained that her symptoms could be complex and assured her that they would work together to figure out what was happening. He outlined a step by step plan, including some tests, but also focusing on lifestyle factors like stress, diet and sleep, things no one had asked her about before.

Over the next few months, Emma returned for several follow up visits. Each time, Dr. Miller adjusted her treatment plan based on her progress, and she appreciated that he was just as invested in her well-being as she was. Emma never felt like just another patient or on a conveyor belt. She felt valued as a person. One day, after some additional tests and a new holistic approach to managing her stress, Dr. Miller was able to diagnose Emma with an auto immune condition that had been overlooked by her previous doctors. With a clearer understanding of her health, Emma finally began receiving the right treatment, and her symptoms started to improve. What stood out to Emma most wasn’t just that her health was improving, it was that she felt seen and heard throughout the entire process. Dr. Miller had taken the time to understand her on a personal level, which made all the difference. She wasn’t just another chart in a file. She was Emma, a mother and a person deserving of care and attention.

Years later, Emma still reflects on her experience with Dr. Miller whenever she hears others talk about frustrating experiences in the healthcare system. She always recommends his practice to friends, not just because he diagnosed her correctly, which helps, of course, but because he treated her with the dignity and compassion every patient deserves.

This story highlights the power of attentive listening, personalized care, and the deep impact a compassionate doctor can have on a patient’s life. It also underscores why patients often prefer private practices where they feel valued and cared for as individuals.

The importance of marketing for doctors in private practice is that it’s crucial to build the patient trust and awareness and differentiate your practice from competitors. If you would like to discuss not only how you could differentiate yourself, but get your word out there, as well as enhancing patient experiences, let’s discuss your needs and formulate a strategy for you. You can have a free consultation at the medicalstrategists.com/contact.

Remember, marketing is not just about promoting a private practice. It’s about building trust, maintaining relationships, and ensuring the long term growth and success of your practice. Without it, even the most skilled doctors can go unnoticed in today’s highly competitive and digital healthcare environment.

Dr. Patel’s journey from local doctor to community healer highlights this. Dr. Raj Patel had been running his private family medicine practice for years in a small town, but he noticed his patient base wasn’t growing as much as he hoped. He had always prided himself on providing excellent care, but new clinics were opening, and he feared his practice would be overshadowed. He needed something more to attract patients, not just great medical expertise, but a deeper connection. Instead of relying solely on traditional marketing, Dr. Patel decided to take a different approach. He began sharing his personal journey and passion for healthcare with his patients and community. His marketing campaign wasn’t about boasting his skills, but about telling his story, one of compassion, service and a genuine commitment to making people’s lives better. Dr. Patel had an emotional story from his past that few knew about. His mother had been severely ill when he was a child and the family had limited access to health care. It was a local doctor who had gone above and beyond to help his mother recover, providing not only medical treatment, but also kindness and support that transformed their lives. That experience inspired Dr. Patel to become a doctor. He decided to share his story publicly through his practices, website and social media pages. He talked about how his mother’s experience motivated him to give every patient the same level of care and compassion. Alongside this, he highlighted the stories of patients who had overcome serious health challenges with his help, not in a way that glorified him, but in a way that celebrated the resilience of his patients and his partnership with them.

The response was incredible. Patients started sharing their own stories of how Dr. Patel had helped them, how they felt cared for and understood during their treatment. His Facebook page once filled with standard health tips and clinic announcements was now a community of shared experiences, encouragement and heartfelt gratitude. People began to trust him even before they stepped into his office, because they could see that he genuinely cared about his patient’s well-being. New patients chose him because they felt a personal connection to his story. They felt like they knew the kind of doctor he was and the values he upheld. He wasn’t just offering medical treatment, he was offering trust, empathy and a partnership in their healthcare journey.

Within months, Dr. Patel’s practice saw a significant increase in patients. More importantly, he had established a community of loyal patients who referred their friends and family, not just because of his medical expertise but because of the person behind the white coat. His story created a deeper, more emotional connection that resonated with people far from being in the clinical setting. Through storytelling, Dr. Patel had not only grown his practice, but he had also become a trusted, beloved figure in his community, a doctor who wasn’t just there to treat illness, but to heal with empathy and understanding. Dr. Patel’s story shows that by marketing yourself with authenticity and emotion, and by sharing stories that reveal your passionate care, you can create a lasting bond with patience that goes beyond routine checkups. It’s about becoming a part of their lives and earning their trust. Through openness and compassion. Well, that ends another episode of Marketing Tips for Doctors. Till next time.

The post Authenticity and Storytelling in Marketing first appeared on The Medical Strategist.

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In this episode, Dr. Barbara Hales discusses:

• The challenges facing private practices due to soaring expenses and decreased reimbursements
• The importance of strategic promotion for the survival of private practices
• Innovative solutions like telehealth to enhance patient care and practice management

Key Takeaways:
“Private practice offers personalized care and attention that patients can’t find in large healthcare settings.” – Dr. Barbara Hales.

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (171)

Introduction

Dr. Barbara Hales: Welcome to another episode of marketing tips for doctors. I’m your host, Dr. Barbara Hales. Today, I want to discuss private practices with soaring expenses and decreased reimbursements. Doctors in private practice struggle to fill their appointment books, are worried about getting enough money to pay the bills, and are frustrated over not having enough time to spend with loved ones doing what they love.

The Importance of Strategic Promotion

I am deeply passionate about helping physicians in private practice because I believe that without strategic promotion, private practices may not survive in the next ten years. The healthcare landscape is shifting rapidly with increasing competition from large healthcare organizations. Private practitioners must highlight their unique value, connect with their communities, and build a strong online and offline presence to ensure their continued success.

I aim to empower them with the tools and strategies to thrive in this evolving environment. This approach conveys the concern for the future of private practice while emphasizing a commitment to helping physicians succeed.

Empowerment and Advocacy

Now, let’s talk about empowerment and advocacy. The primary goal is to empower physicians in private practice by providing them with the knowledge, tools, and strategies they need to promote their services effectively. The aim is to become a leading advocate for the private practice model, helping doctors navigate the changing healthcare landscape.

Case Study: Dr. Susan

Imagine Dr. Susan, a solo practitioner in a small town. She’s been in private practice for 20 years but recently started losing patients to a large healthcare group that opened nearby. Feeling overwhelmed, she reached out for guidance. By focusing on strategic promotion, enhancing her online presence, and highlighting the personalized care she offers, Dr. Susan reconnected with her community. She began hosting virtual Q&A sessions where patients could ask questions about women’s health in a relaxed setting, reminding them of the care and attention she’s always provided. With a few simple changes, she not only retained her patients but also attracted new ones who valued the one-on-one care she offered. Her practice regained its stability, and she found her confidence as a business owner once again.

Education and Resources

Now, let’s look at education and resources. Focus on educating physicians about marketing and business strategies, including digital marketing, social media presence, and patient engagement. By developing resources like workshops, online courses, or written guides, they can be helped to implement effective promotional strategies.

Case Study: Dr. Mark

Dr. Mark, another physician, had been relying solely on word-of-mouth referrals for years. When his patient numbers dropped, he felt lost. “I just don’t know how to market,” he said. He attended a marketing workshop tailored to physicians in private practice and discovered that digital marketing wasn’t as intimidating as he assumed it was. With a little effort, he learned to create a website, start a blog, and share educational content through social media. He also discovered the power of patient reviews. Dr. Mark’s blog became a hit, especially his post about managing chronic pain, which resonated with many people in the community. Soon his appointment book filled up again, and he felt proud knowing he had the tools to control the success of his practice.

Community Building

Thirdly, we’re going to look at community building. Foster a sense of community among private practitioners, encouraging collaboration and support. Creating forums or networking opportunities enables them to share experiences, strategies, and successes.

Case Study: Dr. Emma

Yes. Dr. Emma, who ran a family practice, felt isolated in her work. The demands of patient care, managing a practice, and staying current in medicine were exhausting. A colleague suggested she join a local physician networking group that met once a month. She initially hesitated, thinking she had no time, but after the first meeting, she felt revitalized. Sharing her struggles and strategies with others in the same boat was both cathartic and energizing. Not only did she make valuable professional connections, but she also collaborated with another doctor on patient referrals and cross-promotions. The community became a source of strength, and she began to feel more in control of her practice and her well-being.

Innovative Solutions

Now we get to innovative solutions. As healthcare continues to evolve, staying ahead of industry trends and offering innovative solutions will be crucial. You might explore new technologies, patient management systems, or telehealth solutions that can enhance their practices.

Case Study: Dr. Rob

Dr. Rob was always a bit of a techie, but he never thought to use technology to improve his practice until he heard about telehealth. He was hesitant at first; he liked seeing his patients in person. But once he tried it, he was amazed. Offering telehealth appointments not only made life easier for his patients but also helped him manage his time better. He could see more patients without compromising quality. Additionally, his patients loved the flexibility. Dr. Rob even began using automated systems for appointment reminders and follow-ups, which reduced no-shows and helped patients stay on top of their care. Innovating didn’t just help his practice survive; it helped it grow.

Sustainability and Longevity

Let’s talk now about sustainability and longevity. Ultimately, the purpose is to ensure that private practices not only survive but thrive in the coming years. By focusing on sustainability and adaptation, you can help practitioners maintain their autonomy and provide quality care to their patients.

Case Study: Dr. Laura

Dr. Laura had always dreamed of having her own practice, but as the years went by, she found it increasingly difficult to keep up with the financial and administrative burdens. With her practice’s future in jeopardy, she decided to seek outside help. She connected with a financial consultant who specialized in healthcare practices and began working on a long-term plan for sustainability. They restructured her pricing model, optimized her appointment scheduling, and introduced more efficient billing practices. Over time, Dr. Laura not only stabilized her business but also created a model that allowed her to spend more time with patients and less time worrying about the bills. She now felt confident that her practice would thrive for many years to come.

The Importance of Personalization

The thing to keep in mind is that private practice as an option for patients is so important because when they go to a private practice location, they are getting one-on-one care, personal attention with their doctor, and a personal relationship that they will not get if they go to a hospital setting, where they’re seeing a different doctor each time or a large clinic or an urgent center. There is no personalization there. Patients are rushed in and rushed out, and many feel that they only get a quality three minutes of face time while watching the doctor input the information into the computer and staring at the top of the doctor’s head instead of looking eye to eye.

Conclusion

So my mission is to keep private practice in existence instead of fading away over the next 10 years. I’m sure you would agree with that. What has been your experience? Write in and let me know how you feel about it. This has been another episode of marketing tips for doctors. Till next time you…

Sponsorship

This podcast episode has been brought to you today by Katherine Knapp. Her journey is to improve patient outcomes as well as prevent diseases before they take hold of all of us and those we love. After years of personal research on the proven link between diet, lifestyle, health, and longevity, Katherine now helps work with doctors to help families avoid the heartache of losing loved ones to preventable diseases.

As she continues her work with practices nationwide, providing science-based healthy diet and lifestyle education and nutrition, she extends her guidance to individuals and families on their journey towards improved health and well-being. Part of how she does this is through something called Nutrimetrics. Nutrimetrics helps people stay healthy with essential nine vitamins and amino acids. The nutrition is built on a strong foundation, and using the essential nine products builds a solid foundation to support your healthy lifestyle.

Products involve essential omega, as well as other supplements for heart health, multivitamins without iron, activated B complex, vitamin D, and probiotics, as well as many others. These supplements can be purchased through Katherine Knapp, but in addition to that, she can arrange for you to be an affiliate so that you can get passive streams of income as well when you recommend it to your patients.

Well, this has been another episode of marketing tips for doctors. Till next time..

The post Helping Private Practice Survive first appeared on The Medical Strategist.

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In this episode, Dr. Barbara Hales and Katherine Knapp discuss:How early intervention can improve patient outcomes and increase revenue for healthcare practices.
The importance of education in preventing diseases and improving patient health.
How science-based nutrition and lifestyle changes can help slow or reverse negative health trends.

Key Takeaways: “Education is key. An educated patient is a more motivated patient.” – Katherine Knapp

Connect with Katherine Knapp: http://www.improvedpatientoutcomes.com/

Connect with Barbara Hales:Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: Barbara@TheMedicalStrategist.com
Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist
YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

TRANSCRIPTIONIntroduction and Katherine Knapp’s JourneyDr. Barbara Hales: Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales. Today, we have with us a very interesting guest, Katherine Knapp. Her journey toward improving patient outcomes began years ago when her mother died of lung cancer at the age of only 57. She later lost her three siblings at young ages due to various cancer deaths. Katherine is on a mission to teach others how to prevent diseases before they take hold of us and those we love. After years of personal research on the proven link between diet, lifestyle, health, and longevity, Katherine became certified to work with doctors to help families avoid the heartache of losing loved ones to preventable diseases. As she continues her work with practices nationwide, providing science-based healthy diet and lifestyle education and nutrition, she extends her guidance to individuals and families on their journeys toward improved health and well-being. Welcome to the show, Katherine.

Katherine Knapp: Thank you. Thanks for having me. It’s so nice to be here.

Dr. Barbara Hales: It’s nice to have you. You know, I’m sorry that your mission was born out of such sadness and sorrow. I’m sorry about your siblings and your mom. That must have been extremely tough. So, for you to emerge from the ashes and say, “I’m going to do something positive,” is really very commendable.

Katherine Knapp: Thank you. It really just evolved by natural causes. It was something so blatantly important to me after losing my mom at such a young age. There were so many lessons learned in that because she was young, and she had put off a lot of things that she wanted to do until later in her life. Then tragically, her life was cut short. So, there was a lot of that lost opportunity for her, and it taught me many lessons.

Dr. Barbara Hales: So, you’ve been trying to accomplish her bucket list for her?

Katherine Knapp: I’d say I’ve already accomplished her bucket list. My parents were married in the 50s, and back then, all she really wanted was a good, happy family. Unfortunately, my parents got divorced when I was eight, and she missed out on that. I’ve been married to my husband for 37 years next month. I feel like I’ve broken the mold. I have a happy family, and now I’m at a point where my kids are older, and I can focus on my career and on giving back to others.

The Link Between Lifestyle, Diet, and HealthDr. Barbara Hales: There are many studies that show our resistance toward fighting cancer comes from managing stress. Do you recommend that people practice meditation or other relaxation techniques to prevent diseases like cancer?

Katherine Knapp: 100%! I believe stress is like a perfect storm. I work with health professionals all across the country, and we talk about prevention all day long. When it comes to prevention, we focus on factors like diet, lifestyle, stress levels, and the feeling of belonging to a community. These are the modifiable factors we can control to play the game with the hand we’ve been dealt genetically. When we throw in environmental factors like pollution and toxins, it becomes a perfect storm. Managing stress is crucial because no one is going to be completely stress-free, but it’s how you handle it that matters.

Dr. Barbara Hales: Absolutely. How do you help health professionals improve their patient outcomes?

Turnkey Solutions for Health ProfessionalsKatherine Knapp: We have turnkey solutions that we integrate into medical practices. At the foundation of it all is education. We educate the patients on how what they put into their bodies through food and environmental exposure affects their overall health. We also educate health professionals about scientifically proven ingredients that can slow or reverse negative health trends. For example, when a patient’s blood pressure starts creeping up, instead of waiting for full-blown disease, we intervene early with science-based targeted nutrition. Through lab results, blood tests, and hormone testing, we marry the results with proven ingredients to improve outcomes.

Early Intervention and Preventive CareDr. Barbara Hales: Can you explain how you work with doctors to test patients and provide nutritional advice?

Katherine Knapp: We work with doctors of various specialties. Cardiologists, for example, focus on heart health, blood sugar management, and cardiovascular health. Across all specialties, inflammation is the root cause of many health issues. Whether inflammation manifests as heart disease for cardiologists or joint pain for orthopedists, the goal is to address the underlying causes of disease progression. We aim to support the body’s systems to prevent disease from taking hold.

Building a Loyal Patient Base While Increasing RevenueDr. Barbara Hales: Tell us about the systems you have in place to create a more loyal patient base while increasing revenue.

Katherine Knapp: Patient loyalty is critical for growing a practice. We provide customized websites for practices with science-based nutritional formulas. We use name-brand ingredients at therapeutic levels proven in scientific studies to produce the desired result in patients. With our patented delivery system, which provides 95% bioavailability, patients feel the difference quickly. This improves loyalty, and patients are excited to share their experience with friends. This word of mouth can also grow the practice’s referral base.

Isotonic Nutraceutical Delivery SystemDr. Barbara Hales: Your delivery system enables fast absorption in the body, right?

Katherine Knapp: Yes! Our formulas are in isotonic form, meaning they are absorbed very quickly into the small intestine without digestive deterioration. Within five minutes, patients experience 95% bioavailability—similar to the effects of an IV.

Dr. Barbara Hales: Is there any special water needed for this, like distilled water?

Katherine Knapp: No, you can use any water, though we recommend avoiding tap water in cities. Distilled or filtered water is best.

Recommended Foods and Avoiding Processed ItemsDr. Barbara Hales: What foods do you recommend people avoid, aside from the obvious?

Katherine Knapp: I recommend eating as close to nature as possible. Organic options are always better, whether it’s grass-fed meats, free-range eggs, or fresh vegetables. The goal is to avoid processed foods that are loaded with hydrogenated oils, preservatives, and extra sodium. Shop around the edges of the grocery store, where all the good stuff is—fresh produce, meats, and dairy.

Educational Programs for Health ProfessionalsDr. Barbara Hales: What tips can you give our audience to not only help their patients become healthier but also increase revenue?

Katherine Knapp: Education is key. We are not just a supplement company; we are an education company. We offer CME and CU credits through the American Medical Association, teaching doctors the science behind specific ingredients and how they support various body systems. By educating patients on how nutrition affects everything from energy levels to stress and fat storage, doctors can improve patient outcomes and increase revenue through supplement sales. We make it seamless by offering a website for doctors to refer patients to, where supplements can be drop-shipped directly to the patient’s home. The doctor receives the profit without the hassle of stocking inventory.

Closing RemarksDr. Barbara Hales: Thank you so much for joining us today, Katherine. This has been another episode of Marketing Tips for Doctors with your host, Dr. Barbara Hales.

Katherine Knapp: Thank you so much for having me!

The post How to improve patient outcome while increasing revenue? first appeared on The Medical Strategist.

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In this episode, Dr. Barbara Hales and James Bond discuss:• How powerful brand names and slogans can stick in people’s minds
• The importance of emotional selling using metaphors, alliteration, and rhyme
• How well-crafted slogans like “No More Tears” and catchy names like “Squatty Potty” can drive massive success

Key Takeaways:“It’s not just logic that sells—it’s emotion that makes things stick.” – James Bond

Connect with James Bond:Website: www.BrainGlueBook.com
LinkedIn: James Bond on LinkedIn

Connect with Barbara Hales:Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (169)Introduction: The Power of Emotional SellingDr. Barbara Hales: Welcome to another episode of Marketing Tips for Doctors.

I’m your host, Dr. Barbara Hales, and today we have with us James Bond, one of America’s leading behavioral management specialists and author of the award-winning book Brain Glue. This book is blowing people’s minds and changing how they sell their ideas, products, and businesses. For 13 years, James ran one of Southern California’s leading behavioral management firms and has worked with a ‘who’s who’ of American business. Early in his career, he ran an advertising agency in Montreal. Welcome to the show, James.

James Bond: Hi Barbara, thank you for having me. Your show is awesome, and I’m just privileged to be here.

Branding and Memory: The Impact of a NameDr. Barbara Hales: You must get this all the time, but how does it feel to have the name James Bond?

James Bond: (laughs) Well, my parents had a sense of humor. I was born after the books and before the movies, so it wasn’t until the movies came out that people started noticing. But yes, it sticks—just like Brain Glue! I find it fascinating how certain names, like James Bond, are easy to remember, and how powerful that can be in branding. People don’t forget my name, and that ties into what I talk about in Brain Glue—how certain names and slogans just stick in people’s minds.

The Importance of Memorable Brand Names and SlogansJames Bond: When you’re selling a product, an idea, or even yourself, having a name that sticks is crucial. Think of the slogan “Blue Emu: It works fast, and you won’t stink.” When you hear that, your brain latches on, and you remember it. It’s not just about having a good product; it’s about making people notice and remember it.

Why Certain Words Stick in the BrainDr. Barbara Hales: So, what is it about certain words or phrases that make them so sticky?
James Bond: Great question! Words like “dirty” can have a strange power. Think of Dirty Dancing or Dirty Harry. The word itself grabs attention. Or take something like The Vagina Monologues—it’s unexpected, and it makes you curious. That’s part of why it works. Using the right words can wake up the brain and get people to take notice.

Using Emotional Triggers in MarketingJames Bond: In Brain Glue, I explain how tools like alliteration, rhyme, and metaphors activate the brain and make messages memorable. For example, Johnson’s Baby Shampoo’s slogan “No More Tears” is brilliant. It directly connects with parents’ emotions and creates a bond with the product. Similarly, the Morton Salt slogan “When it rains, it pours” is another example of a simple, powerful message that sticks.

Why Rhyme is a Powerful ToolDr. Barbara Hales: You mention rhyme as one of the key elements. Why is rhyme so powerful?

James Bond: Rhyme is incredibly powerful because it’s easy for the brain to retain. Think about “Jack and Jill went up the hill.” You probably learned it as a child, but you still remember it. Rhyme helps phrases stick in our minds long after we hear them, and this tool is often used in marketing. Remember, “If the glove doesn’t fit, you must acquit”? That stuck with the jury during the O.J. Simpson trial, and it’s a perfect example of how rhyme can drive a message home.

Metaphors and Analogies in BrandingJames Bond: Another powerful tool is the use of metaphors or analogies. For example, John Gray originally wrote a book called Men, Women, and Relationships, but it wasn’t selling well. One day, during a seminar, a woman said, “It’s like men are from a different planet!” And that’s when it clicked—Men Are from Mars, Women Are from Venus was born, and the book became a bestseller. The metaphor made it relatable and easy to remember.

Case Study: The Success of Squatty PottyJames Bond: Let’s take the example of Squatty Potty. Originally, it was just a toilet stool. Not a very exciting name, right? But the creator thought, “What’s another word for toilet? Potty. And what are you doing? You’re squatting.” And so, the name Squatty Potty was born. It’s catchy, almost rhymes, and sales skyrocketed—over $100 million in a few years, all because of the power of a name.

The Psychology of Attention-Grabbing PhrasesJames Bond: When creating a brand or slogan, you want to grab attention. For instance, Brain Glue sticks to the brain like glue. The key is to make sure your message stands out from the crowd. If you’re using rhyme or alliteration, your brain engages differently. That’s why brands like Coca-Cola, Best Buy, and PayPal are so memorable—they’re using repetition of sound to stick in people’s minds.

How Famous Figures Use These ToolsDr. Barbara Hales: How have public figures like U.S. presidents or civil rights activists used these techniques?

James Bond: Great question! John F. Kennedy’s famous line, “Ask not what your country can do for you, ask what you can do for your country,” uses a technique called chiasmus—reversing the structure of a sentence. Malcolm X also used powerful metaphors, like “We didn’t land on Plymouth Rock; Plymouth Rock landed on us.” These tools resonate because they engage the brain in a memorable way.

Conclusion: Applying Emotional Tools to MarketingDr. Barbara Hales: So, what final tips can you give to our listeners about using Brain Glue in their own marketing efforts?

James Bond: Start by using metaphors and analogies to make your product or service relatable. Then, play with rhyme or alliteration to make it stick. You want to create an emotional trigger that makes people remember your message. And remember, as Zig Ziglar said, “Selling is nothing more than the transference of passion.” If you’re passionate, that emotion will connect with your audience.

Closing RemarksDr. Barbara Hales: James, thank you so much for sharing these insights today. I’m definitely running out to get your book!

James Bond: Thank you, Barbara! It’s been a pleasure to be here.

Dr. Barbara Hales: You’ve been listening to Marketing Tips for Doctors with your host, Dr. Barbara Hales, and James Bond, author of Brain Glue. Until next time!

The post Brain Glue: How to Sell Better first appeared on The Medical Strategist.

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In this episode, Dr. Barbara Hales and Dr. Sherita Gaskins–Tillett discuss:

Why professional women struggle to find balance between their careers and personal lives
How to practice self-care in a way that is customized to your own needs and priorities
The transformative impact of “A Weekend for Me” retreats
How to give yourself permission to make changes in your career and life

Key Takeaways:

“Self-care is anything you do intentionally to make things better for your mind, body, or spirit.” – Dr. Sherita Gaskins-Tillett
“You are never stuck. There is always something else you can do.” – Dr. Sherita Gaskins-Tillett
“Morning routines help set the tone for your day, so the day doesn’t take control of you.” – Dr. Sherita Gaskins-Tillett

Connect with Dr. Sherita Gaskins-Tillett:
Website: www.awfmgrandcayman.com
Facebook: Boss Lady Dream Builders Facebook Group

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: info@TheMedicalStrategist.com

YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (168)Dr. Barbara Hales: Welcome to another episode of marketing tips for doctors.

I’m your host. Dr Barbara Hales. Today we have Sherita Gaskins–Tillett with us. She is a board-certified obstetrician-gynecologist, a mother, a wife, a wellness enthusiast, and an event planner; I’m just exhausted saying all of that. After several years of trying to meet the demands of Family, Career, and Community, she found herself exhausted with all that, no surprise, and lost in her own life. Fortunately, a well-timed vacation provided the awakening she needed to realize that her life was not sustainable. She returned home on a journey of self-discovery that resulted in a reordering of her priorities and a complete overhaul of her professional life. She is now able to show up as the wife, mother, physician, and friend she wants to be, and that her tribe deserves in conversations with colleagues and friends, and through social media musings, she realized that she was not the only professional woman feeling tired, lost and less than.

Doctor Sherita is on a mission to empower women to create lives that they love. Recognizing that there is strength in community and desiring to normalize the struggle, she founded the Boss Lady Dream Builders Facebook group where she helps professional women who want more connect with like-minded sisters, rediscover their priorities, reclaim the reins of their lives and find a balance so they can live with more joy, authenticity, and purpose.

She’s also the host of- “She built it, Boss Lady Chronicles”, a weekly show that features the stories of women who own the power to build the life of their dreams. Dr. Sherita also hosts virtual and live events for professional women. Her signature event, a weekend for me, is a three-day cocoon for busy women to indulge in radical self-care, rediscover their bliss, and be inspired to chart a course to their ideal future. Welcome to the show, Sherita.

Dr. Sherita Gaskins–Tillett: Thank you so much, Dr. Barbara. Thank you for having me.

Defining Self-CareDr. Barbara Hales: The question I have for you that other people might want to know is, what do you mean by self-care?

Dr. Sherita Gaskins–Tillett: Self-care is anything that you do intentionally to make things better for your mind, your body, or your spirit. So, it’s taking care of yourself. It’s things that feed your soul. And when I think about self-care, I think it is very individualized. So, my self-care is not necessarily your self-care. There are some people I love spa days and massages. Other people don’t like to be touched, so that would be stressful to them. That wouldn’t be self-care. So, it’s really whatever feeds your soul and your spirit.

Transformative Impact of “A Weekend for Me” RetreatsDr. Barbara Hales: Well, you know, I certainly look forward to that myself, so I can’t imagine that. Not everybody does. How are the women different after attending “A Weekend for Me”?

Dr. Sherita Gaskins–Tillett: You know, it varies, but I think with many women, it’s an awakening. We do sessions to get in touch with who you are, your core values, and your priorities. And often, the women say they haven’t thought about those things ever, or if they have thought about them. They haven’t been in a long time. So, I think they go home with a deeper awareness of who they are, what they want, and why they want it.

We also do vision casting while we’re there. So, we look at the future. You know, what is your ideal future? I asked them if there were no red lights, only green lights, no restrictions, no certifications, nothing that you have to have standing between you and your dreams. What would they look like? And you know, many people have never thought about that because even when we dream, we put limitations, you know, we say, well that, you know, we might have a thought, I’d like to be an astronaut? Well, I don’t have the qualifications to be an astronaut, you know but, but to dream, like to just dream wildly, and then to begin to chart, to set goals, to chart a course toward those dreams.

Dr. Barbara Hales: How many people generally attend these sessions?

Dr. Sherita Gaskins–Tillett: Well, it’s been bearable. But the last one was in a small villa, which was limited. There were six women there. The largest was 19.

Dr. Barbara Hales: And, I’m assuming they feel great after, but do they, you know, how did they present themselves after this is done?

Dr. Sherita Gaskins–Tillett: They say they are different like I said. It’s like an awakening. They have a deeper connection to themselves. They institute some new practices. Because we also talk about habits. Because, you know, in this, people want to have a different life, and the reality is, you can’t have a different life unless you do different things. So, we talk about establishing a morning routine, writing and reviewing goals regularly, and, you know, revising those goals and checking in with yourself regularly, maybe instituting a regular self-care plan. So, you know, they go home equipped to do things differently so that they can have a different outcome.

The Personal Growth from Hosting RetreatsDr. Barbara Hales: How have you been changed by seeing these people’s participation?

Dr. Sherita Gaskins–Tillett: Oh, my goodness, I can’t even, I can’t really articulate it. It’s been amazing. You know, this is my calling. It truly is. And to see something that I’ve conceived of for a long time in my head, to see it in living color, has been so gratifying for me, and humbling. You know, just the response that the women have to the retreat, it really is humbling for me, and I’m gratified to know that I’m making a difference in their lives.

The Genesis of “A Weekend for Me”Dr. Barbara Hales: How did you originally come up with this idea?

Dr. Sherita Gaskins – Tillett: Well as you mentioned in my bio, I’m an event planner of sorts. So, before I went to medical school, I actually worked for the government, and in my capacity in that employment, I planned conferences and meetings and events, and I actually loved it. And I, you know, plan parties for friends and other things. So, I’m an event planner at heart. And if I weren’t a physician, I’d be an event planner. And so, you know, having gone through my own epiphany, actually, on a beach, unsimilar to that which is behind you, for those who are watching.

After having that epiphany, I, you know, started a personal development and self-discovery journey. And then I was I was better. I had made some pivots and done some things that helped my life. And then I realized that other women were suffering too. Because I think when we’re suffering a lot of times, we think we’re the only one. And so, I would see these Facebook posts, and these women would say, you know, I’m not keeping up as a wife, I’m not keeping up as a mother, I’m not keeping up as a doctor. Please tell me I’m not the only one. And so that’s when I said, well, you know what? We need some time together so that people can see that they’re not alone, that to kind of normalize the struggle that we’re all having this experience, and, you know, everybody’s kind of siloed off, but it helps to know that you’re not an outlier and it also helps to know that there are options, there are things that you can do to make things better. And so that’s when I decided to marry my two things, my event planning and personal development into a weekend for me and a weekend for me, because it’s time for you, just to get away. You know, sometimes I’ll have women ask me. Can I bring my spouse? Can I bring my children? And I say, that defeats the purpose.

It’s a weekend for you, not a weekend for them. So, you know, but it really is time just to be a way and to connect with yourself, but also just to be pampered. And, you know, I’m very much about making the women feel seen, heard, appreciated and loved. Because, you know, we’re the caregivers here most of the time, and oftentimes we are not poured into we’re doing the pouring. And so, I make a very conscious effort to pour into the women while they’re there, and to make sure that they know how special they are.

Dr. Barbara Hales: Well, this is something that I would have sorely needed and jumped at immediately had it been available when I was first starting practice, because there were so few women in those days. You didn’t want to just act like a man. You wanted to bring your femininity to it. But by the same token, by doing so, you were additionally ostracized. So, you know, like it was a fine line that we traveled, and I’m so happy that things have really evolved to the point that women can appreciate themselves for who they are, and still, you know, process all of their other hats.

The Role of Social Media in Connecting WomenDr. Sherita Gaskins – Tillett: Yeah, and I think a lot of what’s happened to is social media. Because when I first, you know, when I first finished a residency social media, it was just in its infancy, and so I was not much of a social media person, so I didn’t know, and I think I would not have been aware of the commonality, had I not if it wasn’t for social media. So, I think the advent of social media too has helped to make the world a little smaller and to connect us to people that we wouldn’t otherwise be connected to.

Dr. Barbara Hales: Yeah absolutely. And then we find out, you know, what, we all have the same process and the same goals and the same things, you know, really take us from being burned out and, you know, make us feel more like a human being again, despite all of our responsibilities.

Dr. Sherita Gaskins – Tillett: Yes, yes. And really, for me, it’s about helping women to figure out what their priorities are today. Because what I figured out for myself was that I had designed my life as a single OB GYN, and then I married, and then I had a child, but my schedule still remained that of a single OB GYN, and it’s like we don’t give ourselves permission to make those changes. We try to make our lives fit into medicine, rather than making medicine fit into our life. And so, once I realized that I my priorities had changed significantly from the time I designed that original schedule, then I gave myself permission to start to make changes to the professional schedule.

Recognizing the Need for Lifestyle ChangesDr. Barbara Hales: And that’s so important, and it’s so great that you recognize the need for that, and, you know, and acted upon that.

Dr. Sherita Gaskins – Tillett: Well, I honestly, Barbara, I didn’t have any choice. I was drowning. I was miserable. I was drowning. I, you know, was an older mother. I realized I was only seeing my baby about two hours a day. And I was thinking, you know what, these sucks. I don’t know how to make this better. It sucks. And, like I said, you know, just kind of, you know, going through the personal development paces, and, you know, learning more things about myself kind of empowered me to do things differently. And so, I started small, you know, I started by asking for a shift in my hours, you know, to start a little later, so just things like that, to honor the priorities that I have. I wanted to be able to be at home a little longer in the morning, so maybe I could see my daughter wake up, you know, and then I’d like to think that I was, you know, brilliant enough to say, Okay, now it’s time to do something completely different. But I can’t take credit for that. I was in a practice that had some administrative changes, and it became obvious that I was going to need to make a shift. And honestly, I had always thought that I would retire from that practice, because that’s what people had done, you know, it was one of those kind of, you know, institution type practices.

When I realized that I couldn’t stay, I looked around, and I started looking for jobs that were pretty similar to what I’d already been doing. And then I thought, well, why don’t I see what else is out there? Because I had been telling myself the story that there were no other jobs that were going to pay enough for me to pay my student loans. So, I graduated with a significant amount of student loan debt, but that was a story I was telling myself. I hadn’t done any investigation. And so, when I actually investigated, I found that there were other opportunities that were comparable in salary, but also gave me more, you know, better quality of life for me. So, I actually pivoted from full time, full spectrum OBGYN to hospitalists at that point.

Actionable Tips for Immediate ImprovementDr. Barbara Hales: Well, that was great for you. At this point in the broadcast, I have the next phase where I ask you to give us two tips that our listeners could use, you know, and implement right now to make their life better.

Dr. Sherita Gaskins – Tillett: So, one thing that has been a huge game changer for me is a morning routine. And so, it helps to set the tone for your day. And it can be really small. People get overwhelmed. They think, well, the morning is such a rush time, I don’t have time to do extra things, but it can be small, but it’s just some time for you, and it’s whatever. Again, it’s things that feed you, and so my morning routine is comprised of drinking water, praying, reading and exercise, you know. But again, it can be done in 10 minutes, but it just helps to set the tone for your day, so that it’s almost like you’re taking control of the day instead of the day taking control of you.

Dr. Barbara Hales: Yeah. I think great advice, yeah.

Dr. Sherita Gaskins – Tillett: So, morning routine, and then the second thing would be a gratitude practice. So, you know, because we to bend toward negativity, just it’s just the way our brains are set up. Up, and so we remember the negative, but not the positive so much. And it helps to write down the good things that are happening in your life, to make a record of them so that you can go back and you know when you’re telling yourself, nothing is working, everything is bad, you actually have written proof in your handwriting that things are actually not as bad as they might seem at that moment.

Dr. Barbara Hales: That’s such great advice. And I think that we all should, you know, take heed and follow your example. I think that’s great,

Dr. Sherita Gaskins – Tillett: Yeah, yeah. And then also, I’m sorry, Barbara, one second, I’m gonna something just crashed in my house. I apologize. Okay, I’m sorry. My daughter’s home sick today, and so I just wanted to make sure that she was okay. Okay, yeah. One other thing that I would say, too, is to give yourself permission to make changes. You know, the world wants to put you in a box. Put us all in a box, but you don’t have to stay in the box. You have a choice. There are always options. What I like to tell women is you are never stuck. There is always something else you can do. I think part of the problem is that we think that the decisions we make are permanent. I was talking with someone yesterday, and she’s kind of in this state of inertia. And I was explaining that, you know, nothing changes unless you do something. So, you feel like things are not moving. You know, you want things to be different.

You don’t want what you have, so you have to do something else. And I told her to just try something. Like putting on clothes. Try something different. If it doesn’t fit, take it off and put on something else. But we think, okay, I’m going to make this decision, and it’s going to ruin my life. There are very few decisions that you make that are permanent, or that have to be permanent. So, you know, if you like, you know, for instance, decide to pivot in your career. You want to try a different track; you can always go back to what you’ve been doing. There’s nothing to hinder that.

Empowering Women to Make ChangesDr. Barbara Hales: That’s also good advice, because so many, so many people, not just women, but people in general, feel that they are stuck, that they’ve made a decision, that they’re walking along, you know, a path in their journey, and you know they’re committed, whereas they don’t realize that on any given day, you could analyze the path that you’re on, and yeah, no, change it if it’s not working for you anymore.

Dr. Sherita Gaskins – Tillett: Right and that’s actually, you know, what we do at the what we do at the retreats as well. We look at what’s working because, you know, I’m not encouraging my path is my path, and that’s what worked for me and for my family. But I’m not encouraging people to leave medicine. I’m encouraging people to take control of their lives, which means, you know, make it, make the schedule work for you, make the work, work for you so that and give yourself permission to ask for what you’re looking for. Because, again, we will tell ourselves that this isn’t available. There’s nothing like this out there. But there are people who are doing all sorts of things now. There are practices that hire people for one day a week, a half-day a week. You know, there’s all sorts of different things. You just have to look for it and ask for it.

Dr. Barbara Hales: Yes, that’s great advice. Well, at this point, I’m going to say thank you very much for being with us today. You have been listening to Sherita Gaskins – Tillett and you can reach her from our show notes. You’ll find out where she can be reached. And think about taking a retreat, because I think that could really just alter your life for the better. This has been Marketing Tips for Doctors with your host, Dr Barbara Hales, till next time.

The post Creating the Life that You Love first appeared on The Medical Strategist.

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In this episode, Dr. Hales and Myles discuss:1. The importance of online branding for doctors 2. Strategies for establishing a strong brand identity 3. Leveraging social media platforms to reach patients

Takeaways:“People are getting younger and younger on social media, meaning that it is so important to have that online brand to stay on top of mind.” – Myles Youngblood.

Connect with Myles Youngblood:LinkedIn: https://www.linkedin.com/in/myles-youngblood-916469123/
X: https://x.com/m_youngbloodtv
Instagram: https://www.instagram.com/mylesyoungbloodtv/
YouTube: https://www.youtube.com/@mylesayoungblood

Connect with Barbara Hales:Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: Barbara@TheMedicalStrategist.com
Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist
YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

TRANSCRIPTION (167)

Dr. Barbara Hales: Welcome to another show of Marketing Tips for Doctors.

I’m your host, Dr. Barbara Hales. Today we have with us Myles Youngblood. Myles is a very interesting guy. He is, well, you know what, I’m going to tell you a little bit about his story. He owns his own digital marketing agency that helps YouTubers and content creators grow their following and communities online. He primarily does this with a short-form content strategy. He also hosts his own podcast. The show is called Beyond Ordinary. This show highlights the different facets of entrepreneurship. The aim of the show is to connect with great people doing great things to inspire others to do the same. Welcome to the show, Myles.

Myles Youngblood: Thank you so much, Barbara, for that intro. I greatly appreciate you having me on.

Importance of Online BrandingDr. Barbara Hales: Why is having an online brand important?

Myles Youngblood: Oh, man, an online brand… Why is that important? I could talk for days about this. So, right now, we are in a digital era, right, where a lot of people are on their phones a lot. That’s how a lot of people get their news, right? I remember when I was growing up, and I got my first iPhone when I was, I think, in high school. But my sister, when she was growing up, got her first—her first phone was an iPhone. Mine was not, right?

And so that just goes to show you that people are just always on their phones. They’re always using social media. People are getting younger and younger on social media, meaning that it is so important to have that online brand to stay top of mind. When people think about, “Oh, what do I want to go eat?” people are like, “Scroll through TikTok and figure it out.” I’ve literally had this happen to me—you know, scroll through TikTok and figure it out. So, that being said, having an online brand and constantly being in people’s faces is just so important, especially if you are an entrepreneur.

Establishing a BrandDr. Barbara Hales: How does one decide on what their brand is or how they could establish their brand?

Myles Youngblood: Good question. How to establish what they want their brand to be… Honestly, I would say just do a brain dump. Like, where do you see yourself in five years? What do you want to be known for? And kind of reverse engineer. What does that ideal avatar look like? And kind of cultivate your brand and your style around that. That’s what I would say.

Understanding the Avatar ConceptDr. Barbara Hales: Okay, and so for our listeners that are not into marketing, could you tell them what an avatar is?

Myles Youngblood: An avatar? An avatar is really just… How do I describe it—an avatar?

Dr. Barbara Hales: Well, it’s a symbol of your target market.

Myles Youngblood: Right, exactly. So, do you mean like a personal avatar, or like your target market—like, what?

Dr. Barbara Hales: So, if I had an avatar, it would be somebody that I made up to look like the people that I was trying to market to.

Myles Youngblood: Right, right. So, can you repeat the question one more time? You said, what?

Dr. Barbara Hales: I don’t have these questions written down.

Myles Youngblood: No, no, it’s okay. I remember your question. You said, “What is an avatar?” Honestly, if you… This is a show about doctors, right? And I’ve been thinking about, before I came on here, I was like, “Man, if I was a doctor, what would I do, right? How would I market myself to reach my ideal avatar?” And honestly, I would really just make short-form content. And I know I feel biased saying that because that’s what I do for my clients, but I have just seen so much growth from not only doing it for me personally but doing it for my clients.

My clients are on YouTube, and they’re a little older, and I’ve just been able to take their long-form content, batch it up into shorts, and post it every day. Now, granted, I know everybody doesn’t have an online brand to just cut up their long-form content. But if I was a doctor, I would just do either day-in-the-life videos, vlog videos—people like just having that authentic person. Because you have to think about, if you did an email campaign and you sent out just a bunch of emails trying to be like, “Hey, are you looking for a free consultation?” compared to somebody who is, you know, just being a regular person doing everyday stuff on Instagram—who are they going to more likely step into the office with? So that’s what I like to think about.

Myles’ Journey into PodcastingDr. Barbara Hales: So, Myles, how did you get into this? What brought you to that point where you said, “Hey, this is me. This is what I want to do, and this is what I want to represent?”

Myles Youngblood: That’s actually a good question. So, I started my podcast relatively recently, right? I started about three months ago.

Dr. Barbara Hales: Congratulations, by the way.

Myles Youngblood: Thank you so much. And so, before I was doing the podcast, I was doing some… I was trying to pivot my business into some consulting—some consulting. I bought a consulting program and everything, and I was going to utilize… I wasn’t going to do… I was targeting, like, accountants. I was pivoting completely out of the way, right? And I remember I was watching Alex Hormozi one day, and he said, “Hey, if the best thing happens, happens, then what?” Right? So, I sat back, and I was like, “Okay.” I closed my eyes and was like, “Okay, I’ll be making, let’s say, six figures a month, but I’d be doing this accounting stuff. I’d be talking about accountants.” And then I was like, “I’d be making content for accountants. Is that something that I want to do?” And my answer was no. And so…

Transition to Short-Form ContentDr. Barbara Hales: Why did you even choose accountants? Do you have any relationship to them other than tax time?

Myles Youngblood: Yeah, exactly. I really don’t know how I came to accountants. I think I was just like, “I think accountants struggle to get clients outside of tax season, so let me try and help them.” So that’s pretty much how I landed on it. There was really no methodology, if I’m being honest. But actually, shout out to that program that I bought, because how I came into podcasting is what they told me to do. They wanted me to, like, make content and run ads to the content, and I told them about my clients for the short form, and they said, “Hey, use podcast interviews with your clients and utilize that content for social proof.” So I did that, and I did my first episode, and I was like, “You know what? I actually like this, and I could actually see myself doing this long term.” And so, I kept doing it ever since.

So, to bring it back to answer your question, really just ask yourself that question, like, “Is what you’re doing really what you want to do? Is it something that you can see yourself doing 5, 10 years from now? If the best-case scenario happens, would you be happy doing that?” And that’s what I did. In terms of short form, how I came into doing that—because I have a business and a podcast—how I did that is I just saw that a lot of long-form creators were not utilizing short form, right? Short form was relatively new, and I know TikTok, I believe, has been around since 2016, and it really blew up over the pandemic. When you see that there are these billion-dollar companies like Instagram, Facebook, YouTube—all of them literally scrambled to make their own version of that in 2021.

So, if these billion-dollar companies are literally changing the way they are doing things to compete with TikTok, then obviously it’s something to look into. /So I did, and I just started reaching out to different creators and letting them know that, “Hey, I can cut up your short form, post it on all platforms for you, and then you can skyrocket your growth.” And it’s been up ever since. I’ve been doing this for several years. I’m actually going to meet up with some of my clients next week at a conference for content creators. So, it’s been really great being in the content creation space, for sure.

Future of TikTok and Content StrategyDr. Barbara Hales: From the business side, what do you think is the future for TikTok? Because, you know, you can’t really go on the news without hearing that Congress wants to ban TikTok unless an American firm buys it out, which we haven’t heard anybody coming forward to do. And for people saying, “Well, if TikTok’s future is in doubt, why would I spend all this time and effort to do content on it?” What are your feelings about that?

Myles Youngblood: Yeah, that’s a great point. So what I would say to that is, part of what I do for my business is we post on all platforms. The reason why we do that is exactly what you just said. I don’t want my clients to be pigeonholed onto one platform. A lot of my clients were only on YouTube, and that’s not really good because, especially in cancel culture nowadays, it only takes a click of a button—YouTube takes you down, and you’re done, right? So that’s why it’s good to be on TikTok, it’s good to be on YouTube, it’s good to be on Facebook—all these different places. And I would say, not just on social media but just in general, I don’t think it’s good to rely on one source. So, say you don’t have an online presence, but you just rely on email marketing or something like that, or you rely on your email list—that’s not really good. You want to always have some sort of backup, some place where you can always tap into, like, “Okay, if this goes down, at least I have this as a back end to kind of funnel people to.” So that’s what I would say.

Optimizing Social Media ProfilesDr. Barbara Hales: Yeah, what I tell people is, even if they are not going to be on a particular platform, or they’re not going to be active on it, it pays to go on every single platform, just to be able to put your profile on. There is no limitation for that. And this way, every platform profile will be directing any traffic that you get from your keywords back to your website.

Myles Youngblood: Exactly, exactly. I want to piggyback off of that point. Oh my, it infuriates me so much whenever I see people who have an Instagram bio or something, and they have a Linktree with like five links in it—it’s literally a no. So what I do, and I always tell my clients this, and I do this for myself, is: one link, one funnel. So whatever you’re trying to promote, if you want people to go to your website, just have the website, right? So, like on my Instagram, for example, even though I have a TikTok, I have Facebook, I have YouTube, I have all that—I don’t have a Linktree that has all of them because I know that if someone clicks on that and they see five links, they’re going to click off. I just want to make sure that they go to that one thing. So that’s what I tell people—just promote whatever is most important in your bios and your social profiles.

Dr. Barbara Hales: So you’re referring to calls to action?

Myles Youngblood: Exactly. Call it whatever—call to action. Make sure to optimize your profile so that when people land on your page, they see, “Okay, this person has this expertise, and this link that I’m about to click is going to take me to wherever.”

Call to Action and Lead MagnetsDr. Barbara Hales: What call to action do you recommend for your clients?

Myles Youngblood: Call to action. So that’s a good one because I’ve been kind of testing to not always, because it’s not… what I’ve seen is you don’t always want to just always show people. It’s like a kind of a ratio that you want to figure out, whether it’s 80/20—sometimes you have a call to action, sometimes you don’t, right? So sometimes I’ll have my clients, for example, a lot of my clients, they are in the finance YouTube space, and they teach people how to trade stocks, and they have Discord. So sometimes they’ll talk about their Discord in a video, and in the actual video, we’ll put like, “Link to Discord in the description,” right? But every video isn’t like that. Some videos are literally just educational—”Hey, this is a stock pick that I’m looking at,” and that’s it. I don’t think that you should always have a call to action because if you always have a call to action, then people are going to be numb to it, and then they’re just not going to even take action to begin with.

Dr. Barbara Hales: So, do you recommend lead magnets for your clients?

Myles Youngblood: Lead magnets? A lot of them don’t really have lead magnets. What I would say about a lead magnet—well, at least for them—is that they already make content that’s pretty much… they’re making free content on YouTube, and it’s like, okay, they get to see all the free game that they’re giving. And if somebody, you know, follows them and they make some money with their thing on, with whatever stock pick on YouTube, then obviously, they’re more than likely going to opt into their Discord. So, they don’t really have lead magnets; they have pretty much a natural lead magnet.

Batching Content and Scheduling ToolsDr. Barbara Hales: What are two tips that you could give our listeners that they could implement right now to be more successful in their brand establishment?

Myles Youngblood: Two tips… um, I’ll probably say two things. I’d make an Instagram if you don’t have one. And then second, I would… well, be active on Instagram—at least post. I post probably like once, at least once a day. But I know everybody isn’t savvy like that, so maybe do once every other day—story posts, maybe an Instagram reel here and there, something like that. And then two, I’d probably build an email list, if I’m being honest. I know that’s something that I’m looking towards—being able to just have a massive email list so you could literally just have people’s data. I think data is just so important, which is why these phones are always listening to you, and they have all these updates because data is so important. So if you could build an email list, I think that’s probably like, like, top of the top. Because it doesn’t matter what social media tries to cancel you; if you have an email list of 10,000 people, you’ll be able to start over like that. So that’s what I would say.

Dr. Barbara Hales: What is your feeling about a company like Hootsuite, where you just get to a weekend, you sit, and you knock out like four hours’ worth of content, you give it to Hootsuite, and then they drip it out over the next week or two?

Myles Youngblood: Oh yeah, that’s—I would 100% recommend that. Like, batch—what you call batch—recording your content. Like, take a day to record everything, and then take another, you know, day or two to, you know, edit it, and then just distribute it. Then utilize different third-party applications to be able to distribute it on all platforms. I would 100% recommend doing that because trying to wake up every single day, script, record, edit, and then you do that every single day… like, you’re not going to want to do that. So I would definitely recommend trying to, you know, block out certain days or weekends or whatever to get your content out for, you know, the coming weeks or months, for sure.

Dr. Barbara Hales: Is there a particular company that you like to work with?

Myles Youngblood: Oh, I use Metrical. That’s what I use for scheduling content for not only me but my clients.

Conclusion and Final ThoughtsDr. Barbara Hales: That’s great. Well, we’ve really enjoyed having you here today with some very interesting content. This has been another episode of Marketing Tips for Doctors, with your host, Dr. Barbara Hales, and you have been listening with myself and with Myles Youngblood. Well, that’s it for today, and till next time.

Myles Youngblood: Thank you.

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In this episode, Barbara and Dr. Frendhel Fejeran discuss:What’s the root cause of having low team morale in the medical field?
How can you face challenges and be more optimistic about it?
*How can you avoid burnout in the workplace?

Key Takeaways:“Every day, you’ll come across challenges, but it’s to prepare you for tomorrow. So if you look at every day as a training day to prepare you for a brighter tomorrow, that should keep you going.”

Connect with Dr. Frendhel FejeranFacebook: https://www.facebook.com/frendhel.fejeran/

Instagram: https://www.instagram.com/myfitmind_for_balance/

Connect with Barbara Hales:Twitter: https://twitter.com/DrBarbaraHales
Facebook: https/www.facebook.com/theMedicalStrategist
Business Website: https://www.TheMedicalStrategist.com
Email: halesgangb@aol.com

YouTube: https://www.Youtube.com/TheMedicalStrategist
LinkedIn: https://www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION: (166)Dr. Barbara Hales: Welcome to another episode of Marketing Tips for Doctors.

I’m your host, Dr. Barbara Hales, and today we have with us a very interesting person by the name of Frendhel Fejeran. Welcome to the show.

Dr. Frendhel Fejeran: Thank you so much, Dr. Barbara, I’m so excited to be here. I appreciate your time. Thank you so much.

Dr. Barbara Hales: Friendhel helps dental employers who struggle with sustaining high team morale, positive culture and energy with tired, exhausted employees. We certainly know how that goes. What solutions do you have to resolve this struggle?

Understanding the Root Cause of Low Team MoraleDr. Frendhel Fejeran: Yes, I love it. Thank you so much for asking. And there’s so many parts to this answer. One, you definitely have to understand where it’s coming from, like, what is the cause of this type of energy, you know? And sometimes it could be a collective thing, or it could be a team-related thing, or it could even be something that’s individually related. So we have to get to the bottom of it. And so you need to find out what is causing it.

Secondly, once you have all that information, you be able to sit down, assess and really look at each employee that you have. Really see what is going on in their personal life. Maybe it’s something at work that is causing them to feel exhausted, overwhelmed. What is it? And then create a devisive plan, custom made, I like to say, towards each individual, and cater to it. And so by doing that, that will help alleviate the stress levels, it will bring up the team morale. That’s definitely the first part, right?

Also, what’s really important to some of the causes of feeling stress or having a bad energy in the office and low team morale is coming from the top, from the doctors, you know, like, what is it that they’re doing that or they’re not doing that may have caused it? Are you guys having team huddles, are we doing anything to show our team that we appreciate them? Are we listening to them when they bring up their issues and challenges? Are we listening to them, but not only listening to them, are we really trying to make a change? And so those are some of the things I want to help teams do.

Help doctors do that because doctors, they’re patient forward, right? They are occupied helping patients from beginning to end. So you need that person, that extra help to tell the doctors, have a bird’s eye view of the entire practice. See the need, be a coach, right? Be a coach to all the team, to all the employees. And so by having that type of service, by the time to see what’s going on and to develop a plan that will work for the Office, for the individual, that will definitely help keep things, help keep the team morale up. So that’s some of the solutions. I know that was a very loaded question. I could probably talk for hours on how to do each of those things, Barbara.

Dr. Barbara Hales: Do you do site visits to speak to them on a personal level?

Building TrustDr. Frendhel Fejeran: Yes. So we would just, I would do site visits, but mostly virtual. So I would make appointments, get online, just like we’re doing right now on Zoom, and really building the rapport first, talk about work, talk about personal goals, and just really get to the bottom of it, ask them the questions that will empower them to get answers for them, to find the answers for themselves.

Dr. Barbara Hales: Are they honest with you, or is it hard for them to open up?

Dr. Frendhel Fejeran: You know, I’ve been blessed. I thank God for the type of energy that I have, and I’ve been able to help people open up, and if they’re not ready during that first meet with me, it’s all good. Then we’ll keep things more surface level, keep questions surface level, and then we just continue to build. I’m not here to force anything out of anyone, and until an individual is ready to open up, and until they admit and realize that they do want the help, that is the time where they’re going to get it, get the things that they need, the strategies that they need, the concepts and methods that they need, and really apply it. So it does take time. That’s why it can’t be done in one session or one sitting. It’s a continuous basis. So every couple of weeks we touch base.

Dr. Barbara Hales: When you take the job on, how long is it for?

Dr. Frendhel Fejeran: It really depends on the the employer. I am not huge yet. That’s the goal here is to help more teams. So I work with two offices, and I’m glad that with one of them, I get to meet them on first, it’s like three months with the team. First it’s like once every month with the team, like a collective and then individually, a couple times a month.

Dr. Barbara Hales: How did you start with this? I mean, how did you get involved in this? What is your backstory?

Background and Passion for PositivityDr. Frendhel Fejeran: I’ve been in the dental field, next year will be 20 years. I’ve started off as a dental assistant for 15 years, and the last 4 years, I’ve been helping out with management for an office. And what I’ve learned by working with doctors from different upbringing, different understandings and perspective, working with them, working with women, providers, assistants, doctors, hygienists, people, because we see people all day, it just really gave me the love to bring positivity to the workplace, to the people that I encounter. And so, because that’s always been my life mission is just to be a lighter energy. I demand it actually in a team that I work with, especially that I’m older now in my career, I want to make sure that my work environment is going to bring peace to my team.

And so because of that passion, I find myself always, when I see a team in need, team member in need, I make myself available. See what’s going on, check in. They tend to come to me for advice, and I’m always there to teach them what I’ve learned, right? It’s all what I’ve learned, and I’m just paying it forward. And by doing this on my own personal level, and at my work, I’m like, I can help many more people. And so I saw the need for it. And so that’s what made me develop this and hopefully more practices will see the need, more doctors will see the need for it. I know that there are a lot of marketing companies out there, not marketing companies by itself, but consulting companies. If you were to look at the breakdown of what they do offer, which is all wonderful things, how to build your business, how to get more patients or clients, how to do your practice management, how to market your office, but nothing solely devoted to the individual, and if the individual can find a sense of accomplishment in their personal life, they will be able to bring their best performance to work.

Dr. Barbara Hales: Did you find that when you were working in the doctor’s office that you or the people around you were disrespected?

Challenges and Solutions in the Dental FieldDr. Frendhel Fejeran: In the beginning of my career, so as I was new, because I went through different offices, not too many, the only reason why I would leave is because I relocated. But I’ve encountered team. Like when I was a dental assistant, I felt like I was in, like when I was a brand new dental assistant in a brand new office, helping a brand new dentist, no one was there to help me. I did not feel any kind of team work at all. I felt like I was in boot camp for like months. I would cry every day. And that is not a place where people need to be at work. That is not the type of workplace that we need. And so I felt it firsthand. I’ve had patients that can be rude. So I’ve learned a lot from them.

I’ve worked with individuals that didn’t want to be at work, so they always brought this energy that was toxic to a workplace. And so I’ve seen it, I feel like I’ve seen it all like in the matter of 20 years. And I know what I want. And I know there are bosses out there, managers out there that know what they want, to help their team thrive, and what they don’t want is for people to feel burnt out, overwhelmed, a bad energy, low team morale. That’s what we don’t want.

Dr. Barbara Hales: Of course. The fact of the matter is that health professionals really are working this on the same side as you are. Because with unhappy professionals, you are going to have a big problem with retention for staff, and you don’t want to have people constantly swinging through the door and having to find new people to work as your employees and have to then go over your routines and your systems, and have to constantly be training new people. If you can retain the people that you have and everybody is happy, it just makes for a much more successful practice.

Dr. Frendhel Fejeran: Yes, I couldn’t agree more, Dr. Barbara. 100% yes. I’m working with an office right now that has had quite the turnover, but it’s all circumstantial. However, couple of the reasons why people will leave is because feeling overwhelmed. But then they come to find out it’s because they are not managing the stress in their mind when it comes to their personal life. So if people can just learn how to manage stress, find the coping mechanism, like mechanisms to whatever it is that they need help with, that will help them feel confident in the job that they have. Help them manage the work you stress, right? Will help with the retention. And when they believe in themselves, they’ll stick around. There are some instances where they are like, this is not for me, like, I’m trying, but did you really try? Or are you really giving up? You know what I mean. So, yeah, it’s definitely important to keep people. It helps.

Dr. Barbara Hales: Yes, do you suggest meditation or yoga, pilates? What is it that you suggest to get them to de-stress?

Implementing Stress Management TechniquesDr. Frendhel Fejeran: One, we have to talk about it. What is it that’s really stressing you out? Do you have a goal? So let’s say there’s a goal, right? And then, okay, so this is your goal. We’ll make it a SMART goal, right? I don’t know if our listeners are, I think everyone knows what a SMART goal is, right? It’s Specific, Measurable, Achievable, Realistic and Time-bound. So we sit and make a goal, and then we look at what’s happening in your day. How can we manage your tasks in such a way that will lead you and align you to your goal? Because sometimes, oftentimes, people will have something in their mind to reach, and then if things are coming their way, like curveballs, and they don’t know how to manage it, that would bring stress to your day. So it’s like, how do you manage curveballs in line with your agenda? Like, how can we integrate it into your agenda in helping you reach these goals? And a lot of it is perspective too.

Another way too, it’s really a mental game, Dr. Barbara. One of the things I really stress on is really having a fit mind is with that mental toughness, it comes perspective, right? A growth mindset is understanding that everything that you encounter, everyone you meet, everything that you experience is for your benefit. There’s so many lessons to be learned. So if you keep that in mind, no matter what kind of energy comes your way, you’re going to say to yourself, you know what? What am I going to learn from this person? What am I going to learn by this like, you know, energy? How can it serve me the best me possible? So it’s really just, that would be the first thing, Dr. Barbara. That’s the first thing that I would always touch on is your mental gain and how you perceive things.

Dr. Barbara Hales: At this point, I would like to ask you to give us two tips for our listeners that they could implement right away to keep from getting burnt out or reverse that process, to get them happier and feel more adjusted in and looking forward to going to work.

Practical Tips for Avoiding BurnoutDr. Frendhel Fejeran: So first tip is to find someone that you trust and talk about work with the intent of gaining something positive from this talk. Sometimes you just have to de-stress and vent it out. And then secondly, know that every day is training day. Again, it’s a mental game. Every day, you’re going to come across challenges, but it’s to prepare you for tomorrow. So if you look at every day as a training day, to prepare you for a brighter tomorrow, that should keep you going, and you need to believe in that.

Dr. Barbara Hales: Well, I think those are two good tips and listeners, I hope that you can implement them if you find yourself in this rough patch now. Thank you so much for being with us today, and you know I will let our listeners know that someone like you can help them.

Dr. Frendhel Fejeran: Appreciate it. Thank you so much for having me, Dr. Barbara. I really appreciate your podcast. Thank you so much.

Dr. Barbara Hales: Okay, this has been another episode of Marketing Tips for Doctors with your host, Dr. Barbara Hales. Till next time.

The post How to Boost Morale with Staff first appeared on The Medical Strategist.

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In this episode, Barbara and Dr. Kiprono discuss:Why resilience is important to overcome challenges in lifeHow women’s empowerment has a great impact on those who have been struggling to pursue their passionHow to start small and transition to a new endeavorKey Takeaways:“My life taught me resilience, but also showed me how values, passion, and purpose, if aligned, how much we can accomplish in life.” – Dr. Luissa KipronoConnect with Luissa Kiprono:Website: https://drluissak.com/https://telemedmfm.com/ LinkedIn: https://www.linkedin.com/in/dr-luissa-k-mfm-author-leader/Facebook: https://www.facebook.com/DrLuissaKConnect with Barbara Hales:Twitter: @DrBarbaraHalesFacebook: facebook.com/theMedicalStrategistBusiness website: www.TheMedicalStrategist.comShow website: www.MarketingTipsForDoctors.comEmail: Barbara@TheMedicalStrategist.comBooks:Content Copy Made Easy14 Tactics to Triple SalesPower to the Patient: The Medical StrategistYouTube: TheMedicalStrategistLinkedIn: www.linkedin.com/in/barbarahalesTRANSCRIPTIONDr. Barbara Hales: Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales. Today, we have with us Dr. Kiprono. She’s the founder and CEO of World Gateway Perinatal Consultants and TelemedMFM. She is a maternal-fetal medicine physician specialist who works with health organizations to improve equal delivery of high-risk pregnancy care locally, regionally and nationally using telehealth, clinical consulting, and developing partnerships.Through the years, Dr. Kiprono has emerged as a strong advocate for women in medicine and leadership. In 2023 she launched Dr. Luissa K, the platform for women empowerment. She authored her first non-fiction book, PUSH, THEN BREATHE, trauma, triumph and the making of an American doctor released in the spring of 2024. She achieved entrepreneurship and professional success based on simple actionable points that will serve anyone who has the determination to thrive in life, not only survive. Welcome to the show.Dr. Luissa Kiprono: Thank you, Barbara, and honored and thrilled to be in your show today.Push, Then Breathe BookDr. Barbara Hales: Well, I see that your book is just fresh on the market, and I’m sure you’ve had some great reviews. Your book is available on Amazon.Dr. Luissa Kiprono: It is. It’s on all platforms. It’s on hardcover, ebook or Kindle, and also audiobook and so it can be accessed anywhere in audible and Spotify, Apple podcasts. It’s actually achieved best seller before it launch. It did that on February 12, which was very unexpected. Was very exciting to hear from a publisher. So very, very pleased to survive with how it’s coming along.Dr. Barbara Hales: Excellent. Congratulations.Dr. Luissa Kiprono: Thank you.Path to MedicineDr. Barbara Hales: So how did you decide to take the path that you’re on? And like, how did that this happen?Dr. Luissa Kiprono: Well, I will take you on a brief journey that kind of get to give the audience a little bit of my very non-traditional 37 years in the United States. I want to start by saying that I always, always wanted to become a physician, not necessarily a woman’s doctor, but a physician since I was a fifth grader.I was born and raised in communist Romania, and I lived in Romania until I was 18 years old. That spring in 1987 I came, I was invited here on a two-month visit to get to meet and to know my father, who himself, was a former Political resident from communist Romania. And I came here to United States to visit, to see America, right, and all its glory.But due to a very unfortunate set of circumstances, I was coerced into staying in America. My passport was taken away. And by my father, and shortly afterward, I became dependent financially and socially fully defense. I could not leave the country. I didn’t speak the language. I had no family. Since then, I did not considered having a family anymore. There was a lot of mental, sexual and physical abuse, and that lasted for about six years and eight months.At the end of those long years, I succeeded in escaping, getting my American citizenship, joining the Air Force, and becoming a physician seven years later. So, a total of 15 years. It was a very, very long journey. And that is really the story of my book: how I started my journey and culminated with my graduation from medical school.But you know, going through all these trials and tribulations that my life happened to take me in this very, very unfortunate journey, taught me a lot of things. Taught me resilience. And you know, I hear that word thrown around a lot. Resilience is, you’re not born with, as we all know, and building it takes a lot of courage, a lot of practice, so to speak, and self-discipline. When I hear you speak in New York, you know, with your guests and your own podcast, I cannot help but mirror what do I have gone through and like you said, when you applied to medical school, it almost had to be a fight to be a woman physician, okay. It was like, I have to apologize for how dare I become a woman physician against the Lord.Being an immigrant and a woman physician, it actually gets worse, and I cannot but smile when I was doing my medical school rotations, Just finished my first rotation, it was in general surgery. And the medical director, it was in New Jersey and the Medical Director sits me down to give me the exit evaluation and Barbara, he said this. He said, student Doctor, you are a great, great professional and medical student. I just wanted to tell you that he was just a little too aggressive for a woman. And I was shocked, because my mind went like, how exactly should I behave? Should I be subservient? Should I start bowing down? I’m not sure what is this coming from. So when I heard you, I heard your story, it just made me chuckle. I’m like, wait until I tell her my story. I’m sure we we know a lot of people have their stories, but you know that what doesn’t really kill us, makes us stronger. And that is very, very true. My life taught me resilience but also showed me how values, passion and purpose, if they are aligned, how much we can accomplish in life.Dr. Barbara Hales: That’s absolutely true. Years ago, and really it hasn’t changed till quite recently. Surgery, of all the specialties, was traditionally a very chauvinistic specialty. And so if a woman wanted to actually become a surgeon, that really was very difficult, in addition to trying to overcome hurdles, that was like Mount Everest, because of all of the images that we had to overcome, it’s fortunate that now for many women, that has changed a bit, and certainly we can see now why you have women empowerment as a theme for yourself.It is so admirable for everything that you have gone through. Another woman might have like, laid down and said, there’s nothing I can do. And this is a great motivation to say, look at her, like she made it, and you can too. So, I really applaud you for everything that you’ve gone through and come out to the other side.Dr. Luissa Kiprono: That was the main purpose. Five years ago, I decided to open up and write this book, this story about a Woman’s Journey about vulnerability, about how I refuse to become a statistic, and instead I become a success. It’s interesting because it’s morphing now Barbara to something bigger than me, bigger than what I started with. I’m a physician who I always, always wanted to help people, get their health, right? Their most prized gift, it’s their health. Because if we don’t have a health, really, it doesn’t really matter how rich we are, right?Dr. Barbara Hales: You don’t have your health, you have nothing.Dr. Luissa Kiprono: Nothing. So that’s one. But then, as I’m writing this book, I started writing it as, yeah, I’m going to write a book and sell books, and a cheap start of them.Dr. Barbara Hales: But it’s not about selling the book.Dr. Luissa Kiprono: So as I am going through this journey, a transformation happened, and I realized that the message is so much more powerful because I am sharing it with my fellow humans how can you achieve, or always wanted to achieve? How can you embrace the possibilities? How can you take on hardship and turn it around? And instead of saying, Why me? Then you say, Try me or do it. And it’s okay to pause. It’s okay to, because you’re going to get kicked out. Okay, let’s just say it kicked around. You’re going to be dejected. People are going to second-guess you. You’re going to second-guess yourself, and it’s okay to pause where you are, kind of pick up the pieces. The next day or the following day, it’s time to get up and it’s time to try again. Because frankly speaking, you cannot be the person that doesn’t give up.Joining the Air ForceDr. Barbara Hales: This is true. So since you started medicine with the Air Force, did you remain for any length of time in the Air Force?Dr. Luissa Kiprono: So no. The reason I joined the Air Force is after I got my citizenship, is because I was, I applied and I received the HPSP Scholarship Program, which is the health professional scholarship program. The Air Force paid for my medical education in return for my payback to the military as a veteran and recipient of the HBSP program. But also, I have to tell you that I count them my first accomplishment in this country was to become an American citizen. My second accomplishment was to get into medical school and complete medical school and the Air Force made this happen, and I cannot think and be grateful enough for that.This country offered me so much to help me succeed. And it turned all that trauma and all that negativity into a huge triumph. Of course, I had to work hard and do my part, but it is value of the communities, the value that all the few very strong people who understood, and even though they didn’t know my past, they believed in me and having that one, two people, persons who I call them lighthouses, who I can turn my eyes to and say, you know, I just need a break here. Or can you help me? Then they say, Yes, I believe in you. I will help you. I will spot you when you need it without asking any questions. That means a lot to me.I have to answer your question, I have separated in 2010 so I did my payback to the military. I also did a military residency which was not required to but I did it because I really believed in their programs and I separated after 12 years, went on to do my fellowship in maternal-fetal medicine in Mississippi.Medical Career, Entrepreneurship, and TelemedicineDr. Barbara Hales: So a little bit about the two enterprises that you have launched. What is that all about and what is the take-home message to your audience from your enterprises?Dr. Luissa Kiprono: So in 2022, right at the tail end of COVID, I was the corporate director for a large private organization. At that time, due to financial considerations after the pandemic, they decided to close my practice. And you know, I didn’t take it very well. Let’s say it that way.Dr. Barbara Hales: Oh, I wouldn’t think so.Dr. Luissa Kiprono: It’s like that practice became, you know, it defined me. I worked so, so hard to put it together, to keep it going through the pandemic, to make it grow. And then this happened. So here I was September 2022 and I was like, Well, first I had a really big bout of, you know what I’m done. Done with medicine. You remember that pausing thing I was telling you about, that lasted about six weeks.And then one day, I said, you know, it’s just part of me, but I do not want to be employed again so I could open my own practice, but because I had a lot of experience during the pandemic, within my own practice to do telemedicine and to offer telemedicine both inpatient and outpatient as consultative practice, I said, I’m going to open a telemedicine practice.So TelemedMFM was born. It was created in mind that it is created to help bridge this gap, the gap that of distances, of borders, of state territories, and reach out to patients regardless of what were they are as women, pregnancy, high-risk pregnancies are very, very challenging to all women. Even those patients close to their families, close to their OB providers as long as possible, and sometimes throughout the whole pregnancy. Not every patient needs to be delivered in an urban area. There are many, many patients who, if they are taken care of properly and continuously, can deliver in their local area and do very, very well, both maternal and neonatal. So that is how telemedicine was born. With that in mind, I have a website, and I do network. I did a lot of networking to make the practice known to people, and published in social media. I’m very active in LinkedIn.And then I decided to open a foundation. But before that, about three years before that, I opened the parent company, which is World Gateway Perinatal Consultants. So World Gateway Perinatal Consultants, it was born with a medical mission, or medical missionary trips in mind. I do medical missions. I serve as a missionary physician. Couple of weeks, every one to two years as my practice allows me, but I have a great deal of joy when I take care of patients. I teach residents in Africa, in South America in residency programs and in MFM, and I tremendously enjoy that. So here I have my humanitarian part. Then I have my teaching part. Then is my telemedicine practice that I work full time in it and I manage and I work clinical medicine every day.And then is the book and the platform, and the platform is the second business that I have. It’s about women empowerment. It is about the mental wellness that we all need because we can be healthy physically, but really, I’m not a whole person unless we are mentally also healthy. And a lot of us, a great lot of us, have a lot of trauma or just trials and tribulations in life that we are scarred. We are scarred from and we need to get out of it. We need to heal and overcome it, because that is the only way we can move forward. I always say is that, instead of looking at your shortcomings, look at your abilities, because our abilities are so much stronger than our shortcomings.Dr. Barbara Hales: And that’s so absolutely true and eloquently put. So many people might say, well, how does one do obstetrics through telehealth? Do you have people that have signed on to partner with you to deliver the baby? How does that work?Dr. Luissa Kiprono: So about 15 years ago, slowly but progressively mature female medicine or Perinatology or high risk pregnancy position will go by all those names became a consultative practice or consultative field. So the vast majority of MFMs do not do deliveries at this time in the United States. There are some in the academic institutions, but those are the 100% brick and mortar. So my practice is 100% consultative. The contractual agreements that I have with organizations, pretty much everything practice-wise or clinic wise is on the ground. Okay? So all the staff, all the equipment, consultation rooms, sonographers, you name it. Since, of course, they have to come in into the clinic to be evaluated and have the ultrasounds for their babies. They all come. They are all in person, except for one, me. I am the one that comes on virtually through the video feed. It’s a HIPAA compliant video feed then provided by the organizations and they come. I counsel my patients. I conduct a consultation. I discuss the ultrasound findings. I reviewed ultrasound findings, and that’s, I render assessment plans, I write orders. That’s how I do my business.Dr. Barbara Hales: Well, that certainly sounds like you have the best of both worlds. Are you able to accept insurance or is this strictly concierge?Dr. Luissa Kiprono: It’s actually strictly concierge, but it’s all taken care of by the organizational level. So we do get reimbursed. You know, a fee, a daily fee.Words of Advice for the DoctorsDr. Barbara Hales: That really sounds ideal. What are two tips that you could give our doctors who are listening in on the way to the way to do their practice in the future, or just bits of advice that you’d like to help them with, since so many doctors are struggling financially, worried about where their next dollar is going to come from, or worried about bureaucracy, telling them how they should be practicing medicine? What are some words of advice that you would give them?Dr. Luissa Kiprono: I have to say that it saddens me to see how many physicians are leaving the private practice to go into corporate medicine and be employed. I have done it. And like them, I was burnt out, and it felt like nothing that I’ve done was just enough. It is just never enough. And you’re right. We lose autonomy. We lose autonomy and how we practice the insurance companies, we need the pre-authorization pretty much for everything. So it’s going to be the Tylenol too. So, I mean, it’s just a sad reality, but I tell you that no matter what, and I say that whether you are a physician or not, if when you wake up in the morning and you do something that, or you think of something that brings joy to your Heart and brings sparkles in your eyes. I would say, consider doing it. Just leave behind anything that you are doing so far that is not bringing you the joy that you want to do to have from and just pick that endeavor up. Because when your heart is in it, and if you enjoy and love your newfound passion, it’s no longer work. It’s just amazing. You know, you just do it because you love it. You don’t have to think like, oh my god, I have to go to work because I have to pay my bills. You still work. But it’s just, it’s a beautiful thing to do what you enjoy and what you love, because life is so short.Dr. Barbara Hales: Absolutely. And just looking at you and listening to you, I think a great message is that just because you have been on one path, it doesn’t mean that every once in a while you should pause, see if the path you’re on still serves you, and there’s nothing wrong with changing your path to something that will now serve you better.Dr. Luissa Kiprono: And the second thing is, you may say, Well, what am I going to do just tomorrow? Go and start my new endeavor? No, what I’m saying is, you remember this life is a marathon. So pace yourself. It’s an endurance event. So start small and grow. Instead of working six days a week, you say, You know what? I’m just going to cut scale down to four days a week. And those two are the days I’m going to have Sunday or Saturday, depending on your preference, you’re going to have your rest day, and the other two days, I’m gradually going to open this other endeavor and start working towards it. And as you scale up one, you scale down the other, until you’re ready financially to let go of the one that no longer serves you.Dr. Barbara Hales: Yes, I think that that is great advice. And you know, I feel as my listeners will, that you are such a remarkable woman and I think that everyone should run out and get your book because it is very inspirational. And thank you for being on the show with us today.Dr. Luissa Kiprono: Thank you so much, Barbara. If you would like to add that to your show notes, they can find me at telemedmfm.com, and drluissak.com. My book Push Then Breathe, it’s everywhere. But more importantly, just enjoy life and just remember that nothing gets lost if something doesn’t work out today, because it will work out tomorrow. And thank you so much for having me in your show.Dr. Barbara Hales: You have been listening to another episode of Marketing Tips for Doctors, with your host, Dr. Barbara Hales. Till next time.The post From Abuse to Advocacy: Dr. Luissa Kiprono’s Inspiring Journey first appeared on The Medical Strategist.

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In this episode, Dr. Hales and Chuck discuss:The role of AI in content creation and its assistive capabilities
Using AI to create content from interviews and establish topical authority
Leveraging AI for content analysis, optimization, and adapting content for different formats

Key Takeaways:“AI is a buzzword, but the way I think about AI for marketing is that it helps us do marketing smarter and faster. It’s an assistant to help us.” – Chuck Aikens.

Connect with Chuck Aikens:Website: https://chuckaikens.com/
LinkedIn: https://www.linkedin.com/in/chuckaikens/
X: https://x.com/chuckaikens/
Facebook: https://www.facebook.com/chuckisaacaikens/

Connect with Barbara Hales:Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: Barbara@TheMedicalStrategist.com
Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist
YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

TRANSCRIPTIONDr. Barbara Hales: Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales. Today we have with us Chuck Aikens, founder of Tymoo and a seasoned expert in content marketing and leveraging AI. For those who may not know, AI stands for Artificial Intelligence, a buzzword nowadays. With over two decades of experience in website development, search engine optimization, and digital marketing, Chuck brings a wealth of knowledge and expertise in creating impactful branded content that connects with your target audience.

In this episode, he’ll share his innovative approach to content strategy and reveal how entrepreneurs and marketers can harness the power of AI to elevate their brand presence and connect more effectively with their target audience. Chuck will also introduce his Tidal Wave Content platform, a comprehensive suite of training, coaching, and processes that help brands create consistent, engaging content across multiple channels using AI-assisted tools. Welcome to the show, Chuck.

Chuck Aikens: Well, thank you, Barbara. What a great intro.

Integration of AIDr. Barbara Hales: Well, there’s a lot to be impressed by. You’ve done quite a lot. Chuck, you’ve been in the digital marketing space for over 20 years. How has the integration of AI changed the landscape of content creation? Because that’s all we seem to hear about now. Nowadays, instead of creativity, it’s like the computer is assisting us in doing everything for us. What is your feeling about that?

Chuck Aikens: Yeah, so, you know, 18 months ago when OpenAI released ChatGPT, it did change the landscape. AI was around before that, and I had been using AI products in content development and marketing, but ChatGPT opened it up to everybody. It got everybody thinking about how they can prompt AI, how they can get rid of some of the work they don’t like doing, how they can plan their vacation, how they can find a recipe. So, yes, AI is a buzzword, but the way I think about AI for marketing is that it helps us do marketing smarter and faster. It’s an assistant to help us. It should not replace creativity. It should not replace the human element. At best, even years from now, I hope that we maintain a balance of no more than half marketer, half machine. We need to stay in control of marketing our businesses, brands, facilities, and practices.

Dr. Barbara Hales: Absolutely, but it does give us some good ideas. I’m waiting for the time when it does the dishes and vacuums the floor.

Chuck Aikens: Yes, it needs to put the laundry from the washer into the dryer and go to the grocery store for me. Then we’re onto something.

Foundational Work Before Using AIDr. Barbara Hales: Many people jump straight into using AI for content creation. Why do you emphasize the importance of foundational work before leveraging AI tools?

Chuck Aikens: Yeah, so all of us have probably tried it. We’ve said something like, not “Hey Siri,” but you know, “Hey Claude, hey ChatGPT, make me a blog post, write an email,” whatever it might be. And you know, when you access a large language model in generative AI, you’re accessing everything that has ever been written or thought about. Billions and billions of parameters in a large language model just put words together. The reason you need foundational documents, which for me include things like: Who is your target audience? (There might be multiple personas.) What is your brand promise to them? What are the pain points and value propositions? What’s your tone and voice? What about your practice or what you do as a doctor? All these inputs are built into foundational documents before I ever start prompting. Then, when I prompt the large language model or ChatGPT, it has a direction to go. It knows what I’m trying to do and doesn’t run off in different directions. It stays on-brand, on-message, on-point because you’ve taken the time to document that.

You do the same thing with an employee. If you hired a consultant or talked to your lawyer, you wouldn’t let them just do whatever. You tell them what you want, you write it down, you send an email. You have to instruct and interact with the large language models and ChatGPT the same way. So the real work is before the prompt, and by the time you get to the prompt, you’ll get better outputs if you’ve taken the time to put together a strategy, voice and tone, target audience, and personas. I work with businesses, brands, and people. The first step is to identify your audience. From there, we can do different things with your content marketing.

AI NamingDr. Barbara Hales: Okay, let’s be honest here for a moment. Have you named your AI?

Chuck Aikens: I have. I have a piece of AI that I’m working on. It’s actually called CMO Charlie. CMO Charlie can send some emails, and there’s a little chatbot. But yeah, I’ve named my AI. I also have personas for myself that I use in my marketing and with clients. Naming and avatars and personas are a big part of marketing and should be a big part of content marketing. It should be something that you can give to AI.

Micro-Segmenting Using AIDr. Barbara Hales: You mentioned the importance of micro-segmenting your audience. Can you elaborate on this and explain how AI can help in this process?

Chuck Aikens: In that realm of personas, you could have a lot of different personas. It could be patients, for instance. That would be a persona. You could also have a persona for a front desk person or an admin if you’re putting out a wanted ad. This idea of looking at the different folks you want to interact with, whether you micro-segment your clients, your patients, or different people you might be interacting with, thinking about who is receiving your communication is key. You can’t do enough work with this.

Tidal Wave Content ConceptDr. Barbara Hales: Well, that’s very good to know. Can you explain your tidal wave content concept and how it helps brands create more effective content strategies?

Chuck Aikens: Yeah, so the idea is that if you’re going to become an expert in your particular space, whether it be knee replacement or, let’s say, dentistry, you need to be seen as an expert and someone that’s helpful. To do that, I teach a concept of having a wave of content that is informational, answers all the questions, and explains how you’re different. It also lets people experience you, whether that’s via video or other produced content, so they can have that human connection.

What I’m actually doing is the classic marketing funnel: awareness, consideration, and conversion. People go to the internet looking for the remedy or treatment for their pain. They have a lot of choices, so it’s about awareness of your services and ultimately deciding to visit you. This wave of content that needs to be produced includes search, website, social media, video, audio, and photography. It’s not just one prompt or one email; it’s all got to work together. That’s the approach the tidal wave takes in helping people market themselves.

Dr. Barbara Hales: Why is each content wave important in and of itself?

Chuck Aikens: So what I just explained involves three waves. There’s the awareness informational wave, which is usually simple things like FAQs or symptoms and treatments. It’s very informational, low effort but high frequency. The next wave is a bit harder; it’s about differentiating yourself and showing how you specifically solve pain points and why someone would choose you. This requires more effort and is less frequent. The last wave, which is a lot of effort but low frequency, might be a video of you talking or a Q&A with a patient. That human connection is why people would choose to reach out to you or become a patient. These waves have different goals—awareness, consideration, and conversion—and you need to think about each one differently and how you produce and market them.

AI Processing for ContentDr. Barbara Hales: Can you walk us through your process of using AI to turn a simple interview or conversation into a full content strategy?

Chuck Aikens: Yeah, no, this is one of my favorite techniques. And it starts at that connection level, often through a 45-minute interview. By me just asking some simple questions and you answering them, hopefully with good answers and verbose, but coming from you, we can transcribe it and develop content that comes right from your voice and thoughts into video clips, social media posts, blog posts, or articles. When you combine the words, knowledge, and expertise that come directly from you via an interview with the informational content that can be somewhat built through large language models and good prompting, the combination of these two types of waves goes a long way. It introduces people to you through a query that maybe they read something, but then they get to experience you, which is just something that has to happen. They need to know who you are. So that’s how I would start with an interview and then use that to create ideas. Instead of doing keyword research or topical selection, let’s figure out what you’re truly passionate and expert about and let’s go talk about that because that resonates with folks depending on what their particular situation is.

CompetitionDr. Barbara Hales: How can small businesses and solopreneurs use AI to compete with larger companies in terms of content production? You would think with their large staff that smaller companies and smaller businesses just would not be able to compete with them.

Chuck Aikens: Yeah, so just using even the interview example, a large company has a hard time getting their CEO or visionary on video and then turning that into content. As a solopreneur or as a single practitioner or if you have a small practice, you can be more nimble. What used to take five or ten hours with AI can be done in an hour or two. So this ability to leverage AI to come up with ideas and give you some base copy or use it to write transcripts and extract ideas means you can be much more nimble and not need all the coordinators, staff, and fancy tools that larger content providers, like WebMD or Healthgrades, or even hospitals, use. You can compete if you niche down and have a voice, talking about what you can truly be an authority on. If you micro-segment your audience, the way you compete is by being nimble but also having a smaller target and then being the best in that pond. That’s a way you can compete and rise above the noise on the internet.

Topical AuthorityDr. Barbara Hales:
Well, that certainly seems like the way to go. How do you approach creating content silos or topic clusters to establish topical authority in Google’s eyes?

Chuck Aikens: Yeah, it’s going to be similar to how you need to be relevant or resonate with someone who has a particular ailment or situation. You’re going to do the same thing with Google. All Google wants to do is put who it thinks is the best person, doctor, or practice at the top of the results. The way to do that is to show them that you know the most about a particular subject matter. So creating a content silo, which could be a set of five or ten pages or blog posts, starts to establish that you are helpful in your content production and comprehensive, making you a great resource. Google uses a concept called E-A-T: expertise, authority, trust, and experience. I got those out of order, but it’s trying to find real people who have real experience and expertise that it can trust as an authority. The algorithm is looking for this. If you can put that out there as a doctor or as a small practice, you can be rewarded with search visibility on Google as a topical expert.

Leveraging AI For OpportunitiesDr. Barbara Hales: How do you leverage AI to analyze competitors’ content and identify gaps or opportunities in your own content strategy?

Chuck Aikens: Yeah, the easiest hack to do is, whatever the topic or specialty you’re in, go look and see who’s at the top of Google and see what they’re covering. See the words and topics they use. It won’t help you find a gap, but it will establish table stakes. If you look at the top ten results, which is where all the traffic from Google comes from, you’re going to have to replace one of these guys to be in the top ten. So you need to gather an understanding of how other websites, brands, practices, and doctors are covering the topic. You can either do the same thing or, more importantly, do it a little better or fill in a gap that’s not being covered. AI can help you analyze that. There are a lot of tools and technologies that will process large amounts of data quickly. With the right prompt or tool, you can find these gaps rather fast.

Chuck’s StrategyDr. Barbara Hales: Can you walk us through your process of using AI to turn a simple interview or conversation into a full content strategy?

Chuck Aikens: Yeah, so specifically, I got watched you through it a little generically a minute ago, but yeah, just yesterday or in the last week, there was someone I was helping. They have a dog training business and are always outside training the dogs or the dogs are going in the kennel, whatever it might be. So I got him on the phone and said, just talk to me about the types of dog behaviors you are working on in adult dogs. He started rattling off all the things he does every day, everything he’s passionate about. Out of that came five blog posts and three video clips because I had him on Zoom just like we are right now. Social media posts, this content silo around adult dog behaviors that a professional dog trainer can help with. One interview, 45 minutes of content, just little sound bites here and there led to blog posts where the owner and trainer was quoted, video clips, and different things. AI was able to read the transcripts, come up with the ideas, help me understand the timestamps for me to send to the video editor quickly, just help me work through it. It’s the same thing I used to do, but to do an interview to build that wave of content in the old days when I had the agency or if I did it by myself, you might be talking about ten hours of work. It now can be done in 90 minutes. That’s how AI can help you get more done. As an assistant, it does the same thing that we used to do, but it just took a lot more copying, pasting, and typing.

AI and PersonalitiesDr. Barbara Hales: How do you get your AI to speak in your voice and know your personality?

Chuck Aikens: There are a couple of ways. I’ve played with having AI do some of my work for me, like answering emails and stuff. In the email example, what a piece of AI software would do is go back and read the emails that I’ve written for the last two years. That’s one example. The other example, and they call it RAG, is the equivalent of having a knowledge base. If I want AI to write and sound like me, I can give it all kinds of examples. Right now, with Claude projects, you can load like 5,200 documents in this knowledge base written by you or examples of how you talk. I’m a pretty formal, structured talker, right? You would be surprised if you know, like you would know if something’s coming from me, very linear, right? It would pick up on that. I can also give it instructions on how to write. Whether it is actual guidelines, voice, and tone that you can create, like writing this way, writing in second person, writing structured, whatever it might be. It can also just analyze things that you’ve already done to arrive at that. You’re not trying to trick AI or make people think that it’s you. It’s just easier to enrich and edit the copy if it starts out in your voice because it should always be behind you as an assistant. You should be reviewing, adding to, and taking things out of anything that gets produced. But man, it’s easier if you have a good starting point.

Dr. Barbara Hales: Have you ever heard your AI laugh at a joke?

Chuck Aikens: I have not. I’m not that funny.

Using AI for HeadlinesDr. Barbara Hales: How do you use AI to craft compelling headlines that capture both the essence of the content and entice readers to click? You know, how do you get that hook?

Chuck Aikens:
Yeah, hooks are hard, but AI can be clever. If I have the copy all done and I might take it to social media or I’m looking for an email subject line or maybe it’s a LinkedIn headline, whatever it might be, what I tend to do is ask AI to brainstorm between seven and nine. If we have to pick a number, let’s go with nine. Look at nine hooks for me. Then I look at them and pick three of them and say, “Okay, I like these three. Now write the one for me.” This process of having it brainstorm and then telling it what you like a little bit to make a final selection is a good process to go through to arrive at the hooks. Only you are going to have that intuition as to what might creatively hook somebody. AI can take direction and be creative and try to do a hook, but you’re going to know a good joke, a good hook when you see it. Even if you don’t pick the best one, you pick the second-best one. If you start with nine, get down to three, and pick one of them, it’s probably going to be a better hook than if you just randomly thought of something and didn’t go through the thought process real quick.

Strategies for Adapting ContentDr. Barbara Hales: Can you share some strategies for adapting content for different formats like blog posts, social media, or email newsletters using AI tools?

Chuck Aikens: Yeah, so I have prompts for, and there’s prompts out there that, once you have something that’s long format, by using prompts. You can produce an excerpt for your newsletter, a LinkedIn post, Facebook post, or even a tweet. This ability to take a large format piece of content and then shrink it down to different formats is something that AI does really well. You can even say, like, “write me a 75-second video script so I can do a talking head about the blog post concept.” So you have the ability to take long form down to short using prompts and tools. But in the interview process or a quick sound bite or video clip, I can also expand. If we’ve talked about something like a wave of content, I could take 30 seconds of a video clip, feed it into AI and have it write a blog post around the concept that I was talking about for review. This ability to compress or condense and also expand out concepts is something that AI does really well when prompted.

Chuck’s AI TipsDr. Barbara Hales: Okay, so our listeners may be saying, I have no experience with AI. I don’t know what you’re talking about. I don’t know how to use it. Do I actually need it? I’m at a loss here. So for those people, could you give us two tips that they could implement right away to bring them up to speed?

Chuck Aikens: Yeah. So first you got to use it. Go to OpenAI, go to Claude, set up an account. I would even encourage you to spend the $20 a month because that is cheap for what you’re accessing, but start out with a free account. First, just do it. Now, where I tell most people to start is not in their business, it’s in their personal life. Just take something from your personal life, or even something you don’t like doing in your email or answering somebody. Take these real simple use cases and try to plan a vacation, build a shopping list, just learn how to talk with it. Like, you know, how I had to learn how to talk to my teenage daughter. You just need to learn how to interact. There’s no right or wrong way. Just understand how the interaction takes place. When social media first came out, we all had to figure out what is Facebook? What is IG? What is TikTok? You have to understand the ecosystem. Just interact with it, and then pick simple use cases. I encourage people, don’t start with trying to grow your business. Start with getting rid of the things you hate. We all hate different things. Some of us hate creative work, some of us hate vacuuming, some of us hate planning a dinner party, whatever it might be. If you can start to use AI for things that you’re trying to solve, things you’re trying to get rid of, you’ll eventually be able to understand how it works and then move over into making it an agent of change, something that can make your business and your life better. But it often starts with just solving simple problems.

Dr. Barbara Hales: And the second tip?

Chuck Aikens: The second tip would be, if you’re more advanced and you are ready to start thinking about this from a business application, start with the foundational documents. A little bit of a pitch here, but there’s no money involved. I’ve built free tools on TidalWaveContent.com. If you sign up and go to tools, you can build a persona. I ask you 10 questions. You answer them, and you have a persona. If you want a voice and tone, I take you through some word choices and some pictures, and then you have a voice and tone. I believe that having these helps you start interacting with AI. So I’ve provided those tools free of charge, and just by signing up on the website, you can get access to them.

Dr. Barbara Hales: Which is easier? AI or teen talk?

Chuck Aikens: Oh, boy. Actually, for me, AI is easier, but I’ve learned a lot. She’s 17 now, and I’ve had a couple of years of practice, so I’m doing pretty good at the teen talk too.

Dr. Barbara Hales: Well, this has been thoroughly fun and interesting speaking with you today. This is another episode of Marketing Tips for Doctors. We’ve been speaking with Chuck Aikens. Thank you so much for being here with us today and till next time.

Chuck Aikens: Alright. Thank you, pleasure. Bye.

The post Leveraging AI For Content Marketing first appeared on The Medical Strategist.

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In this episode, Barbara and Dr. David discuss:
Why performance anxiety is the most common fear among people
The 5-Day STAGE FRIGHT Solution—a book written by Dr. David Lee Fish
Why there is no one-and-done cure for stage fright

Key Takeaways:“Experiencing stage fright or speech fright makes you perfectly human.” – Dr. David Lee Fish.

Connect with Dr. David Lee Fish:Website: https://speechfrightsolution.com/LinkedIn: https://www.linkedin.com/in/david-lee-fish/Connect with Barbara Hales:Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: Barbara@TheMedicalStrategist.com
Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist
YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

TRANSCRIPTIONDr. Barbara Hales: Welcome to another episode of Marketing Tips for Doctors. I’m your host Dr. Barbara Hales Today we’re lucky to have David Fish join us as we delve into the world of performance anxiety with veteran educator Dr. David Lee Fish the creator of the Five-Day Stage and Speech Fright Solution. You may be wondering why I would have an episode like this. The reason is, as we promote ourselves and try to attract prospective patients, we need to get up on that stage and talk. As you may have heard in the past, people view talking on stage as more deadly than death itself.

Dr. David Lee Fish: Absolutely. It’s the irony.

Dr. Barbara Hales: David Fish explains the science behind stage and speech fright, provides an overview of the course, and offers actionable advice for those struggling with anxiety. No matter who you are, this episode is packed with valuable insights to help you take control of your presence in front of others. Welcome to the show, David.

Dr. David Lee Fish: Thank you so much, Barbara. You know, this is fascinating for me. I’ve been working with my students on performance anxiety, speech fright, stage fright, and the anxiety that athletes experience. It’s essentially the same thing. It’s all performance anxiety, right? And it strikes in so many different ways.

It’s absolutely the most common fear among people; something like 75% of people suffer from performance anxiety to the extent that it mars what they do to a certain extent. You gave an example, the sort of traditional example of speech fright, being in front of an audience, maybe at a lectern or something like that. But it can be anything, like me right now in front of the camera, and you’re not even in the room with me.

Dr. Barbara Hales: You know the true secret is to write everything down and practice, practice, practice, just like you’re going to Carnegie Hall. Otherwise, if you think that you’re going to just wing it, you will just be a deer in headlights and you’ll get up on that stage and all of a sudden you look out at the sea and you lose your voice.

Performance Anxiety

Dr. David Lee Fish: Absolutely. You know, I think it’s a little bit more than that. I’ve come to the realization that there are three factors that play whenever anyone experiences performance anxiety. The first one is you do something in front of others. The second one is that you feel like you’re being judged.

You are being judged, or you feel like you’re being judged, right? It could be something as formal as an audition or a job interview, where you are definitely being judged. But even if you only feel like you’re being judged, it still factors into this. The third one is if that judgment of the people or person is negative, it would constitute some type of threat to you. You don’t get the job. You lose the respect of the people that you’re speaking to.

And frankly, all the preparation in the world will help, but it’s not going to get at that root cause of performance anxiety, that at some level you’re fearful of being judged. And if that judgment is negative in one way or another, it’s going to be a threat to you.

Dr. Barbara Hales: Can you walk us through the five-day solution course that you have and tell us what participants who sign up can expect to learn?

The Five-Day Solution Course

Dr. David Lee Fish: Sure. I call it the Five-Day Solution because of the book that I wrote about five years ago. Now we’re launching an online course, and it’s still called the Five-Day Solution, but it’s one day a week. When I do this, I also lead live workshops, and we can actually do it in five hours. I want to make it clear that it’s not necessarily five days in a row. The normal way that I offer it in my online class is one day a week, so that would be over six weeks, I guess.

Dr. David Lee Fish: The first thing I should emphasize is that at the center of what I do with the Five-Day Solution is mindfulness. Mindfulness has become very popular over the past five or ten years, maybe too popular. It’s maybe suffered from its own success.

But there’s something very simple, effective, and scientifically proven about the benefits of mindfulness. The Five-Day Solution teaches students over those five days to learn what mindfulness is, develop their mindfulness skills, and then begin to apply it to speaking or performance.

Personal Experience with Stage Fright

Dr. Barbara Hales: What inspired you to create this program? Did you suffer from stage fright?

Dr. David Lee Fish: Oh yeah. In fact, in the recorded webinar for one version of this, which is more for performers, I tell about the very first time I performed when I was in high school. I got a chance to play in the band backing Sonny and Cher when they came through Tucson, Arizona. That really tells you how you can do the math and figure out how old I am from that, right?

Dr. David Lee Fish: Okay, so I’m in high school. This is my first gig ever, Barbara. And I’m in front of thousands of people before Sonny and Cher come on stage. The spotlights are turned on and in our faces, and we start playing. The band starts playing, the rhythm section starts playing, and I play saxophone.

The rhythm section starts playing, “down bom bom bom bom bom bom bom bom,” which is the vamp from one of their songs, “And the Beat Goes On.” So I’m just nervous too. We call it fight or flight, right? There’s the third part of it, which you probably know, freeze.

So with all of this happening, I froze. The rest of the band starts playing, and I am just holding my saxophone. The only thing that snapped me out of it was the director of the band saying, “David!” So yeah, I’ve known about stage fright from my very first time on stage.

Dr. David Lee Fish: I became a professor of popular music at Catawba College in North Carolina. I started a program of study for students of popular music. Many, if not most of them, suffered from stage fright as well. And you know, nobody does anything about stage fright, the most ubiquitous fear. Most people think there’s nothing that can really be done.

So with my students, I wanted to do something because I saw them suffering like I suffered. So being the savvy guy that I am, I thought, “Well, I’m going to write a book about it.” Problem was, I didn’t know anything. So I decided I better find out something. My way of doing that was to partner with a therapist to co-author a book.

Dr. David Lee Fish: So we started writing sessions once a week. About a month into it, she said, “Well, what do you do about your stage fright?” I said, “Well, it’s kind of quirky, but I studied Zen when I was very young. When I was 20, I actually lived in a Zen Center for a year in California.

The Zen master taught us about detachment. That was the best way to handle your fears, anxieties, doubts, whatever—just detach yourself from them. They don’t go away, but they fade into the background.”

Dr. David Lee Fish: I’ve used that approach all my life since those days, and she said, “Well, that sounds like mindfulness, this new form of therapy that’s coming along. You don’t need me to co-author anything; just teach them this.”

So I started looking into it. Here’s the remarkable thing, Barbara, Jon Kabat-Zinn, the developer of mindfulness, studied with the same Zen master I did. So I thought, “Well, I actually do know something about helping others with performance anxiety.”

That’s how I got started helping my own students, my music students, the students in the acting program at my school, and then other students, like those giving reports in my classes, and then beyond that, the professors and so forth.

Dr. Barbara Hales: I know for me, not that I suffered from stage fright, but what helped me tremendously in my skill as a speaker was getting out of my own head. I stopped thinking of myself and how I was being perceived and judged.

I was told, “Listen, it’s not about you at all, it’s about them, your audience. You are there to teach them something, to give them valuable advice, to speak to them like friends, like you speak to people every day.” Taking that approach really helped me tremendously.

Dr. David Lee Fish: Oh, that’s absolutely wonderful. Absolutely great words of wisdom. When you do get, and I like how you put that, just getting out of your head, it often leads to something called peak performance or psychological flow. You find that it’s almost like an out-of-body experience as you’re speaking. It can just be the message and the audience, and you all become this sort of one thing.

Dr. Barbara Hales: What role does mindfulness play in the Five-Day Solution?

Dr. David Lee Fish: It’s absolutely the central role. The wonderful thing is that mindfulness is now being found to be so beneficial for other issues that plague people, from overeating to ADHD, you name it. It’s being proven that it’s beneficial. The great thing is that it doesn’t take long to learn. That’s why it’s a Five-Day Solution.

Dr. David Lee Fish: Mindfulness is a skill. Like any skill, the more you practice it, and I give students ways to practice their mindfulness and then apply it to their speaking, the stronger your mindfulness will be. The more you can rely on it to be there when you need it. After all these years, it’s my old friend. Whenever I get nervous, I just call on it, just rely on the mindfulness. So it’s the central aspect of the course, for sure.

Dr. Barbara Hales: What are some of the most common misconceptions about stage and speech fright that you address in the course?

Dr. David Lee Fish: Yeah, a wonderful big one is that there is a one-and-done cure for speech fright. You may know this, but it’s known as the dead man’s school. It’s like anger or sadness, saying, “I’m going to find a cure, I’ll never be angry again, I’ll never be sad again.”

That’s the dead man’s school because only a dead man can achieve that. The same thing with stage fright. Even politicians, actors—one of my friends, a well-known Hollywood actor who has appeared in hundreds of movies, still talks about getting stage fright.

Dr. David Lee Fish: So, the first thing is to stop trying to conquer it, stop trying to look for some elusive one-shot cure. The second thing is, we touched upon this earlier, 75% of people get stage fright or speech fright when the conditions are right. That makes it look much more like a natural human condition rather than a phobia.

It’s not a phobia for most people. In fact, experiencing stage fright or speech fright makes you perfectly human. Those are the two big ones: you’re not broken if you experience speech fright or stage fright, and there’s no one-and-done cure for it.

Challenges and Approach

Dr. Barbara Hales: What challenges have you faced in your career with performance anxiety, and how has that shaped your approach to helping others overcome it?

Dr. David Lee Fish: Yeah, well, you know, a wonderful question. I face it almost every day in one way or another, given all the different situations where speech fright can rear its ugly head, from talking on the phone to someone you don’t know, to doing an interview over Zoom, to all sorts of formal and informal situations. It does all the time for me, and I think it does for most people, or at least for the 75% of us who experience it. There is that 25% who don’t. It keeps me humble.

I am always challenged to deal with my stage fright and speech fright. But thanks to my mindfulness training with the Korean Zen master, I’ve learned how to set that aside and, as you said, get out of your own mind, get out of your own head.

Dr. Barbara Hales: What is flow, and how does your course help participants achieve this?

Dr. David Lee Fish: Yeah, I think given your audience, they will appreciate this. This comes from the psychologist Abraham Maslow. Maslow came around at a time that was a little bit later than Freud, but he thought, “Why are we looking at people who are abnormal and trying to figure out why they’re not normal? Why aren’t we looking at people who are super normal and figuring out what’s their secret?”

He found out that the one thing they share is this ability to have psychological flow. Meaning, we all experience it in one way or another, whether it’s reading an engrossing book, watching a movie that absorbs you, skiing if you’re an avid skier, or maybe jogging.

Dr. David Lee Fish: Paul Simon had a line in one of his songs where he said, “Have you ever experienced a period of grace when your mind takes a seat behind your face?” That’s kind of it. What song was that? Oh, I think it’s called “Think Too Much.”

And the point being, there are times when the thinking mind melts away, and we become absorbed in what we’re doing to the point we lose track of time, we forget to eat, whatever it might be. That’s flow. The more you can tap into that as a speaker or performer, it typically leads to peak performance. So, that’s what it’s all about.

Dr. Barbara Hales: Can flow lead to rambling?

Dr. David Lee Fish: We see that with some politicians. Sometimes they flow so much that they don’t stick to the message they’re supposed to be delivering, and they begin speaking about Hannibal Lecter or something. It’s wonderful to watch, but it can be counterproductive.

Dr. Barbara Hales: For our listening audience out here today, can you please give us two tips that the listener can implement right now, even before taking your course?

Dr. David Lee Fish: Yeah, absolutely. In fact, I sometimes kid and say that the Five-Day Solution could be a five-hour solution or a five-minute solution. I can tell it to you right now. What my course does is help a student activate that. But simply stop trying to—when you have negative thoughts, fearful thoughts, and nervous thoughts when you perform or give a speech—stop trying to fight them.

Let’s start with stop thinking there’s something wrong with you. There isn’t. There’s some type of threat, and there’s a legitimate reason you’re nervous. Sometimes that threat is very obvious, other times it’s very subtle and buried down.

Dr. David Lee Fish: In therapy, they have a thing called the downward arrow. To give you a quick example, if we have time, I had a student who was a very talented singer-songwriter, but got really nervous during performances. I asked him, “Why?” He said, “Because I’m afraid my voice is going to crack.” I said, “Well, big deal. That’s not the end of the world as a performer, a singer-songwriter.” He said, “There’s got to be something deeper than that.” He said, “Well, if my voice cracked, maybe it would happen again.”

I asked, “And if that happened, then what?” He said, “Well, then maybe people wouldn’t want to come hear me anymore.” I asked, “And if that happened, then what?” He said, “Well, I’d have to give up my dream of being a singer-songwriter.” And then, “Well, I’d have to give up on something very important to me.”

Dr. David Lee Fish: So there’s often a legitimate reason for why you’re nervous, even if it’s not on the surface. Sometimes it’s very obvious, like auditioning for Juilliard School of Music, an important job interview, or asking a boss for a raise. Other times, it’s there, it’s just buried.

So, first of all, stop thinking there’s something wrong with you and stop thinking you’re getting nervous over nothing. You are getting nervous for something. Give yourself a break.

Dr. Barbara Hales: What is the second tip?

Dr. David Lee Fish: The second tip is to stop trying to combat that fear. Just when it comes to your mind as you prepare, perform, or speak, just bring your mind back to the job at hand, speaking or performing. Just bring it back, just bring it back, even if you need to do that over and over. Just keep bringing your attention back to what you’re doing.

I know that seems simple, but that’s the idea. You want it to be simple. When you’re in the heat of battle, when you’re nervous, you don’t want some complicated regimen that’s going to desert you. You want something simple. Just keep bringing your mind back to what you’re doing. That’s number two.

Connect with Jonathan

Dr. Barbara Hales: For those people who may be saying, “Man, this course was just made for me. This is something I could really benefit from,” how would they sign up for this course?

Dr. David Lee Fish: Yeah, I like everybody to start with a recorded webinar that I offer on my website. I spoke about there being parallel universes. One is the Stage Fright Solution, the other is the Speech Fright Solution.

So for those listening and watching this, you would want to go to speechfrightsolution.com. On that homepage is the link to the webinar. That’ll talk you through in more detail some of the things we’ve discussed today and more about what the course is about. Then they can sign up from there.

Dr. David Lee Fish: Now, I’m happy—this is the middle of July here, and people may be watching this five months from now, so it won’t apply anymore—but I’m actually offering an early bird special through the end of July because we’re just rolling out the course. So it’s a good time for them. If you’re watching this in the middle of July 2024, hop on it because we’re offering a significant discount.

Dr. Barbara Hales: Well, that’s great to hear. I found this episode to be quite interesting. Thank you so much for sharing it with us.

Dr. David Lee Fish: Oh, well, thank you for the opportunity, Barbara. It just goes to show you how ubiquitous this problem of speech fright is if doctors who are interested in finding ways to market themselves see a connection between that and speech fright. I’m not surprised anymore, but it is remarkable, isn’t it?

Dr. Barbara Hales: This has been another episode of Marketing Tips for Doctors with your host Dr. Barbara Hales Till next time.

The post The Solution to Conquer Stage Fright first appeared on The Medical Strategist.

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In this episode, Barbara and Andrew discuss:What are the key legal considerations for doctors when marketing their medical practices?
Why is it crucial for medical professionals to carefully review marketing contracts and ensure ownership of their content?
What recent legal changes should medical practice owners be aware of regarding business regulations?

Key Takeaways:“You don’t go to the doctor after you have the heart attack. You go to the doctor so you don’t get the heart attack. That’s why you come to me – come to your lawyer first, so you don’t have a heart attack.” – Andrew Contiguglia

Connect with Andrew Contiguglia:

Website: https://dontskipthelegal.com/
https://contiguglia.com/
LinkedIn: https://www.linkedin.com/in/ajcesq1/
Instagram: https://www.instagram.com/ajcesq/
YouTube: https://www.youtube.com/channel/UCnxsh9iFFEdwjIwMNEM_eXg
Twitter: https://x.com/AJCEsq
Facebook: https://www.facebook.com/contiguglialawfirm/
Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business Website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: Barbara@TheMedicalStrategist.com
Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist
YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

TRANSCRIPTIONDr. Barbara Hales: Welcome to another episode of marketing tips for doctors. I’m your host, Dr. Barbara Hales. Today, we have with us Andrew Contiguglia. And he is a seasoned business attorney and founder of the Contiguglia Law Firm. That’s right. Yeah, with nearly 30 years of legal experience. His business focuses on business law, corporate law, complex litigation, and risk and crisis management. He and his team are dedicated to assisting startups, entrepreneurs, and established businesses navigating legal challenges, and ensuring their success and compliance with the law and brand management. He is the author of Don’t Skip the Legal: The Startup Guide for Entrepreneurs and Business Owners and host of the Don’t Skip the Legal podcast and YouTube channel. For more insights and comprehensive legal solutions tailored to your needs, visit the Contiguglia. We’ll get back to that letter. I think that trying to pronounce it is just going to make you, as well as me, remember the name all the more.

Andrew Contiguglia: I know. And listen, you are in a hefty group of really great people who couldn’t pronounce my name. But now that you know and you see it and you put your eyes on it, you’re like, oh, yeah, now Contiguglia once you learn it it’s easy.

Dr. Barbara Hales: Yeah. I’m just going to practice its night when I’m when I’m going to sleep.

Andrew Contiguglia: That’s right.

Key Legal Considerations for Doctors Marketing Their PracticesDr. Barbara Hales: Okay, so the overview of key legal considerations doctors must be aware of when marketing their practices must be pretty hefty. What is it that you see in that?

Andrew Contiguglia: That’s a great question. And I’m glad you brought it up. Because the industry for doctors, I think is a lot like the industry for lawyers. And we were kind of talking about this before we started recording, we’ve got those client confidentiality, or in your case, patient confidentiality issues that you need to manage and deal with. There are ethical, other ethical considerations. And you know, the hardest part about being a doctor or lawyer, I think is you’ve got these governing bodies, who really like to toy with you, and play with whether they’re going to take your license to be a doctor away, and you get a grievance or something in that respect, you have to defend that. So, I find myself as a lawyer really tiptoeing a lot in in certain areas. And I can imagine that your listeners and doctors are in a similar situation when it comes to, you know, managing their practices and trying to, you know, promote their businesses all at the same time.

Grew up a doctor son, so I’m familiar with the way it was my father was a nephrologist, and owned a kidney dialysis unit here in Colorado for, you know, decades. And I remember growing up and going on rounds with him and meeting his, you know, patients and stuff like that. I don’t think he could do that today; I think with some of the requirements, you know, that were there.

But I also know that they never did any marketing. It was always like, people show up, they go to their general practitioner and they get a referral, go see Dr. Contiguglia , my father, not me, for you know, you got kidney problems, go do that kind of thing. And so, I never really saw that in the buildup of his business over the years that, you know, I sort of watched him do that. But over the years as a lawyer doing this now 30 years, I love the marketing space, and it’s given me this opportunity to work with companies, I’ve worked with dentists, I’ve worked with medical doctors, I’ve worked with other law firms, to really help them navigate some of the issues that come up in the marketing space.

Now, you’re niched in real deep when it comes to doctors, but some of these issues when it comes to the legal issues of marketing, I think could extend anybody. But I’ll you know, but as we discuss this in the, in the form of, you know, how we’re doctors are going to need to manage this. I think it’ll be applicable to pretty much anybody who is looking at marketing and, you know, working with their business. So, I think the first thing really is issues of with like copyright and trademark and that’s a big, a big piece of what we do in marketing. Here you are at, you know, looking at your copyright. Imagine you created some really cool brand or logo or drawing some.

Don’t worry if you’re blogging, and you want to make sure that this creation of yours is not used without your permission. So, all of these doctor offices, these doctors, they might want to protect it legally. You know, we’re getting away from this idea of building businesses around our own name. Now, I’ll tell you I’m old school, and consequently, a law firm. Come on, in my own name. But as we all know, in the advertising and the marketing business, our life in terms of succession, like what comes after contact, Lilia, we need to think about the next person.

And so, in the medical field, I’ve noticed you get like North Denver radiology. And so, there’s these real generic names that sort of come up for the doctors to sort of consider what’s going to happen when I sell my practice later on down the line, what branding or what, you know, intellectual property, can I create as a business owner outside of being a doctor can I create because I’m trying to build a business, in addition to saving lives? So, looking at, go ahead.

Dr. Barbara Hales: Do you find that artificial intelligence is now a threat to trademarking?

Andrew Contiguglia: I don’t think it is. And I’ll tell you why. The interesting thing about the Copyright Office and the trademark office is, you know, when it comes to copy copywriting things, it we’re talking about creations of creative creations of creative works, things that like books, stories, music, songs, TV shows, paintings, drawings, you know, that kind of thing. The Copyright Office now has a component when you apply for a copyright, about whether you use artificial intelligence in the creation of the item. And if you have, you won’t get a copyright on it. So, one of the requirements under the copyright laws is that the items that you are looking to copyright must be human-generated.

Dr. Barbara Hales: How can they tell?

Andrew Contiguglia: You’re right. Somebody could lie. Somebody could certainly lie under the penalties of perjury when they apply for a copyright and say that they created this. If it turns out later on to prove that, that it’s proven that they didn’t really create it, that it was a work of artificial intelligence, they would not have the copyright protections. They’re hoping to protect and so they don’t have enforceability. They don’t have the opportunity for fines and costs and attorney’s fees when it comes to enforcing those things.

Now, my personal opinion on that subject is going to be I think the Copyright Office is going to have to, you know, change the way it evaluates copyrights, we don’t have a lot of litigation in the area. We don’t have the copyright office, rejecting people for artificially made logos and things like that, yet, they haven’t gotten to the court system to be litigated about how much effort did Barbara Hales put into the creation of the prompt that would then create the image that you are now seeing today because there is a bit of human interaction when it comes to artificial intelligence and the creation of creative items, whatever it might be.

So, I think we’re going to see some transition from a legal standpoint in looking at it in that standpoint. So, we’ve got that when it comes to trademark, you know, trademarking is a little bit different. Think of a trademark as your badge of identity for your brand. You know, hails marketing may create enough of notoriety and have enough you know, foundation in the marketing community that you have developed your own identity think Michael Kors, in the fashion industry, somebody’s name that has been into that, but you’re looking when it comes to trademarking, things like company names, logos, slogans, product names, those types of things, you still have to argue, are your brand identity before the trademark office, which is different than the Copyright Office is going to issue you that trademark.

So, creating a logo for your business and coming up with a catchy slogan, a trademark is going to ensure that you can use that logo you can use that slogan in the marketplace. So, think of trademarking as your brand identity versus a copyright as sort of your shield or the protection of the things that you create.
Trademark Protection For Medical Practices

Dr. Barbara Hales: What steps do you recommend for physicians to register and protects the trademarks for medical practices, ensuring the practice name, logo, and the slogan and that they’re legally secured?

Andrew Contiguglia: Yeah, that’s a great question. And a lot of it comes down to how much have you used those items that intellectual property in your community as a business? So, when you file for a trademark, you can take one of two approaches to it. You can take what’s referred to as a usage trademark, meaning I’m applying for my trademark today, because I am using it today, I have you know, use it in the community, it is a component of my brand identity. And then it’s up to you to prove to the trademark office that you actually have the brand identity that you’re looking to trademark, it has to be unique. It has to be authoritative in your industry, there’s a number of different factors to be considered when it comes to your trademark. So that’s the first way of doing it, establish it first, then trademark it second, that’s number one.

Number two is you can file what’s called an intent to use a trademark. So maybe you come up with an idea of like hails marketing, it’s the sky’s the limit, and you want to go ahead and identify that as your trademark slogan, but you just came up with it today, you want to make sure nobody out else out there named hails is going to, you know, take your slogan, so you might file what’s called an intent to use with the trademark office to sort of hold your place in line. And then over the next six months, you’ll be allowed to develop your trademark and your brand around that slogan into the future. And then you could submit it after six months to say, hey, trademark office, we’ve done it. And they’ll make a decision based on what you’ve done. If you haven’t done it by that point, you can extend it an additional six months. And you can do that up to three years. So, you’ll get 246 extensions of an intent to use before the trademark office is going to say, Yeah, we’re not going to hold this spot for you any longer you got to go.

Andrew Contiguglia: Now that seems like it might be an easy thing to do. But every time you ask for that extension, it’s going to cost you I think the filing fee for that is $375. But don’t quote me on that. So, you’re doing that six times that can be expensive.

Dr. Barbara Hales: What happens if you’ve gotten the trademark, but you don’t renew it through a lack of being aware? Like five or six years?

Andrew Contiguglia: Yeah, so that’s a good question. So, your trademark is going to be valid, and you have and you have an obligation to enforce it. So, when you are using it, if you see anybody infringing on it, you have an obligation to actually go and tell people you can’t use it, you have an obligation to bring lawsuits against them or apply cease and desist. Because if you don’t do those things, you’re going to lose your brand identity. And that’s the thing. And the nice thing is with the trademark office, they tell you when your mark is starting to expire and give you an opportunity to renew it and things like that. So that’s always a good opportunity.

Difference Between Trademarking And RegisteringDr. Barbara Hales: What’s the difference between trademarking and registering?

Andrew Contiguglia: For a copyright?

Dr Barbara Hale: Yeah.

Andrew Contiguglia: Okay. So that’s a great question. So, think of a copyright being for creative works, things like artwork, writing, a logo that you create for yourself something artistic, the blogs, you write, excuse me, the content up on your website, that’s going to be covered by copyright. Trademarks, on the other hand, are going to be things that are brand identifiers, things like your logo, or name, product names as it comes to your particular industry. Duration, also, I think, is a big difference. Copyright protection is for a set period of time. And it’s usually the life of the creators. Plus, if I remember correctly, it’s 75 years. And with a trademark, you can really that can last forever with proper use and renewal requirements going on. If you remember, there’s a few things that are coming up.

So out of copyright protection, you have Winnie the Pooh, came out of copyright protection and so now it’s going to be part of you know, everybody can go and make whatever kind of Winnie the Pooh this or Winnie the Pooh that you want Disney that’s gone. Same thing with Mickey Mouse that is coming out and coming into the public domain, too. So, you’re going to see some very interesting, creative works now coming out with these new ideas with that.

The last thing also I think is between the two is really the purpose. Copyright stops people from copying your creative works without your permission. And trademarks prevent other people from using your brand’s identity so your name or your logo in a way that could confuse customers. So, think of trademarks as a way to identify and brand yourself independently from everyone else to make sure that nobody else can be confused with you. Versus copyright, which is you want to protect the things that you have created.

Legal Do’s And Don’ts For Doctors Using Social Media

Dr. Barbara Hales: Let’s move over for a moment to social media. And it’s something that we’re all on, some more than others, to try to get our name out and get name recognition. What are some legal do’s and don’ts for doctors using social media to market their services, including patient privacy and ad Advertising guidelines, as long as you’re not using patient name, and what you do are the other things that we should be looking out for? Absolutely.

Andrew Contiguglia: And I want to caveat this response with everything, everybody is different, every case is going to be different. So, what one doctor does is not going to be dispositive of what another doctor does in the same lane. You know, I think nowadays with advertising regulations, the Federal Trade Commission really governs what people put out there into the world. And they are starting to crack down on social media influencers and people in the social media space about how those individuals are advertising their services or advertising products.
So, I could certainly see a situation with a doctor being sponsored by I’m using that term loosely, by a company that wants to promote a stethoscope, let’s say, and so the doctor is going to go, I can hear everything with my, over the ear stethoscope, and you know, here you go, everybody should go out and buy one, the link is in my bio. And yes, I get a $25 commission for every time you buy one of those, I could totally see a doctor wanting to get into sort of that brand identity and use things in the areas of nutrition.

Nowadays, I get a lot of that with supplements, there’s a lot going on with that. I have yet to see it in the area of pharmaceuticals and things like that. But I certainly see that that could be something down there in the future. So the reality here is in when it comes to the Federal Trade Commission, and when you are promoting a product of somebody else’s, you have an obligation, a legal obligation, not an ethical one, but a legal one, to notify your consumers or the people who are observing your broadcast, that you have a stake in what you are promoting, whether you’re going to get a kickback from a sale, whether it was given to you for free, whether you have a stake in the company that is trying to promote those things. That I think is something that the FTC is going to come down and really crack down on you in that process.

There have been some really high-level influencers, who have been busted by the FTC for promoting brands and not telling people that they are affiliated with that brand in some form or fashion that they’re either getting a kickback or royalty or something like that. So, I think it’s really important, any doctor who is advertising for somebody else, to promote a product, absolutely, you gotta give that up and say, Listen, I have a stake in what I’m selling you. Because the concept of truth and advertising really needs to be pushed on the end consumer, they need to know that you’re biased in what you are promoting to me. And so, as a result of that, I need to know that I could be buying something that could help you.

Now the opposite of that, I don’t think it’s true. Now there’s sort of a divided lawyer, you know, opinion about this, which is, if I’m not getting paid, if I’m not getting endorsed, it just so happens, hey, I went to the store today and I picked up this thermometer, I have to tell you, this is the most accurate thermometer I’ve ever used in my medical practice, it doesn’t matter what hole you stick it in, you’re gonna get the best, you’re gonna get the best reading of the body temperature no matter what. Now, if I’m not getting paid by that thermometer company, but I’m telling you what I like about it, I don’t think I have an obligation to say, I’m not getting paid.

But if the thermometer company comes to me and says we’d really like you to promote this, and we’ll give you a penny for every one of these that gets sold. Now I’ve got an obligation to do that. So, I think that space is really the big, the big piece of that. And also, you got truthfulness, I think that’s a huge part of it. Every advertisement that you’re bringing up must be truthful, shouldn’t be misleading, that is not only akin to the products that you’re promoting, but it’s also about you’re the nature of your business. I don’t think, you know, doctors may be a little bit different like but in the legal community, unless I’m in a jurisdiction that allows for me to say that I quote unquote, specialize in business law, I’m not allowed to promote that. I’m not allowed to say I’m a specialist, maybe different in the medical field as the specialists around all the time.

So, I think every state is going to have a different requirement about what you can and cannot do to tell people about your specialty, or whether you just say I’m an orthopedic surgeon, or I’m an orthopedic surgeon who specializes in hip replacements. That would be something you know, a little bit different. I think testimonials creates some issues. I think we’ve got patients, you know, telling people about their experience with you. And I think that it’s very important when a doctor uses testimonials from one of their patients that they get their consent and a waiver of any confidentiality and the process of doing that I think you need to put a limitation on what you can and cannot use any of those testimonials for, hey, Barbara, I would love it, if you would give me a testimonial about the, you know, the cast I put on your arm the other day, that would be awesome.

Understand, I’m only going to use it on my website in this section called testimonials, I’m not going to use it anywhere else, because you want to make sure that the relationship with your patient is protected. Because the last thing that you want to see is that I’ve now taken that interview, I’ve spliced it up. And now I’ve put it into different areas, and it’s now on a YouTube channel for something completely unrelated. And it’s just you as a soundbite with, you know, Best Cast ever, whatever that is, that does or doesn’t necessarily agree with what you consented for me to use your imagery for.

So I think you need to really play that one, you know, on a case-by-case basis, when it comes to, you know, your patients and that comparative advertising, I think that many instances when you’re trying to compare yourself to, you know, Dr. Jones down the street, you know, when Dr. Hills is the best tip, Doctor, you gotta be careful about bad mouthing, you know, Dr. Jones down the street, for botching you know, a hip replacement at some point, if there’s any Dr. Jones out there, I completely made this up. This is not about you at all.

You touched I don’t, I don’t want to upset anybody. I’m making names up and I’m pulling them off my screen as I’m sort of going through my notes. I think you and I touched briefly on patient privacy, HIPAA compliance, I think that’s pretty much a no brainer when it comes to that kind of thing. I do also think that nowadays where doctors can really kind of see themselves into the Dr. Oz Dr. Phil celebrity space, which I can’t imagine any doctor isn’t hoping they get into, you know, you’re looking at your likeness and the things that are important to you and your business and being able to present their qualifications and credentials to other people. So, you need to make sure that you’re properly licensed, if you have a certain brand that you’re sharing licenses appropriately.

If you’re using content from someplace else, that you’ll that you’re properly licensed. I’ll tell you a horror story about that in a minute. So, remind me in about two minutes about a stock about stock photos and things like that on websites, I think that’s a big piece of it. I think, you know, accurate representations of your qualifications, making sure that your information on your website is up to date those things credentials, keeping up to date, if you’ve lost a credential somewhere or acquired new ones, making sure that any of those changes are properly reflected in your marketing materials. Again, this all comes down to truth in advertising, the last thing you want is somebody you know, a patient coming to you because they expected that you were still doing hip surgeries, because that’s up on your website, as some of you do. But the last one you did was 25 years ago. And here we are the complete, you know, methodology and process of doing a hip replacement is different than it was 25 years ago.

So, you need to sort of evaluate those. And I think also the scope of your practice accurately representing the scope of your services, and what you’re legally allowed to provide, making sure that you’re niche down and not breaking anything in that respect, when it comes to doctors utilizing marketing services, so I’m going to throw you into the mix on this. I did some research on you, you’re a content creator. So, you like to help create, you know, content for doctors and Misumi. But you create things they put on their blog, they put on their website, you help them create, you know, dialog that they’re promoting out there. I haven’t reviewed your contract, but I at some point might want to, because I’m curious about after you create it, who owns it. Because this gets back to that copyright question we brought up at the very beginning, where the copyright stands with the person who created it.

So, Barbara, if I hire you to create the best medical blog in the world, and you’ve written some great stuff that I put up on my website, and I go to try and copyright it, it that doesn’t belong to me, it belongs to you. And you have given me, you know, a limited opportunity to use it on my website. So that really depends on the nature of your contract with me and what services you’re providing to me. And I think that doctors really need to be careful about how much authority they want to give to marketing individuals about how much stays in the hands of the marketing professional. I have run into problems with other lawyers who hire marketing groups that say, hey, we’ve got this best personal injury denver.com that we’d love to, you know, put all your stuff on, and they and you go great. And you use their services, they take everything that you have, and they build this beautiful website of your best personal injury lawyer denver.com. And now all your stuff is there, and you’re doing it, you’re doing it you’re doing everything’s great, all of this brand, you’re getting calls and calls and calls and then all of a sudden, you say, great. I added the personal injury, amount of the personal injury business or something else comes up, you get in a fight with your marketer, because guy that never happens, does it. And now the marketing company has gone. And now you want all this content that you created, and the marketing company is gonna go, no, it belongs to us, that was all proprietary from what we had created on your behalf.

And that belongs to us, you don’t get it. And now I have had calls from other lawyers, other business owners who are like, well, what happened? I mean, those images are of Me, the content we created as of my practice area, and all these things, what am I going to do? And I’m like, well, let’s look at the contract. And unfortunately, these aren’t work for hire contracts. Because when I hire you, I want to make sure that I maintain the ownership of the things that you create on my behalf. That’s the whole concept of work for hire contracts. But if that’s not there, guess what, you’ve lost all of that. And in many instances, you see these web designers or other marketing companies holding your content hostage until you either pay them a fee, pay them, well, we’d created it’s $25,000 worth of stuff that we created. So, pay us $25,000. And we’ll give it all to you. And now you got to decide, well, what’s my brand worth? And what was their what’s really, there. So, like, if you look at my website at Contiguglia.com, everything in there is original, with the exception of the things on the blogs, which we get through stock services, but all my photos and everything I take, I want to make sure that I have ownership in everything that I create. So, when I use marketing companies, and I do I use content creation companies, I use people who help edit my podcast, I have people who help write my blogs, and do web design and things like that.

And every one of those contracts, I make sure it says that I am accountability and accountability law firm owed anything that you create, at the end of the day. I have yet to really get any pushback from anybody on that. But when marketers say no, this is mine, I’m going to create I’m like, Great goodbye. You’re not the right person for me. So, it doesn’t matter. It doesn’t matter under those circumstances. So, I think that is that’s an important piece. Got I’ve covered a lot in this. I haven’t stopped talking. So, I’ll give you an opportunity to ask some more questions and follow up from all of this. I could talk for hours on this stuff. Clearly, I like it right?

Dr. Barbara Hales: It’s kind of amazing that lawyers themselves get caught. And in that quagmire, you would think of different specialties. But you wouldn’t think that lawyers themselves would not check more into that.

Andrew Contiguglia: It’s funny because I represent a lawyer marketing company. And in my discussions with the owner of that company, we talk all the time, because they also run a podcast and one of the episodes of their podcast was those types of horror stories about companies holding the lawyers content hostage to either get paid or elbow out the lawyer out of that stuff. And I mean, think about all the energy and the time and everything that you put into building your brand. Think back to copyright and trademark from the very beginning. And now it’s being thrown out the window and in the hands of somebody who you are in a legal dispute over. And sometimes you have to sort of sit back and go, well, what’s it going to cost me to recreate everything that I’ve just now created over the last five years. And that can be expensive. And it may be enough where you could say Alright, here’s what we’ll do, let’s offer, and you can do this.

I’ve gotten to marketing companies and said listen; I will get in a legal argument with you. I will sue you over this. Let’s avoid it. My clients willing to pay you $10,000 for all this content. What the hell is it from you for you? Why do you care? Give me the content. What? You can’t use it for anything else. Barbara, if you’re putting Andrew Contiguglia for the Contiguglia Law Firm up in your marketing stuff, you can’t use Andrew Contiguglia, his face when you’re doing John Doe’s website on the exact same stuff. So, the fact that you have all of Andrew Contiguglia as mug and content and videos and everything in your possession has zero marketability for you unless you’re going to try to general realize it but then you always do have this opportunity to say, well, you don’t have my, you don’t have my permission to use my likeness in that context as whatever you’re doing. So, there are ways that you can protect yourself. Another one, I’m going to give you another horror story. God, I hate being the bearer of doom and gloom, I feel like a doctor.

But let’s, but here’s this, I have seen situations. And this happened, I had an in-house marketer for a while. She was great. I had to teach her about the legal issues when it came to marketing. And so, she put together some great marketing material, and she presented it to me. And she goes, well, what do you think of this? I said, Listen, it’s beautiful. I think it looks great. Like, but where did you get those images? Oh, I got them from Google image search. And I’m like, okay, you need to go find other images. I’m like, we are subscribed to Adobe Stock go to Adobe stock images from there. Well, why? Why? Why? Because we don’t own the rights to that. We don’t have licensing to use those images. And I think people have this tendency, Barbara, to think just because they can find it on the internet. Or if they type it into Google, and it shows up in an image bank, that they have the right to use that. I have clients who got sued over it, and it’s expensive. It’s like $7,500 a violation. And if you’re making money off of those, you have a responsibility then in a successful lawsuit against you to pay anything that you might have received as a result of that.

So, copyright infringement can be a huge, huge problem for you if you’re being dinged for that. So, I always make sure that if I’m hiring a marketing company, and they’re creating content for me, and they are going to pick your stock source for materials, that they’re promising that they have the right to use it, that they’re not, that they’re not stealing it from somebody who’s later going to come back, that happened to me, I had, we call them copyright trolls. They’re lawyers out there who love to go around and find people who are infringing on other people’s trademarks. And they go around and they shake him down, they shake them down for, 10s of 1000s of dollars, because they know because they’re gonna come to you Barbara, they’re gonna go, hey, Barbara, I went on your website, and you have this image from my client, it’s of a plant. This is based on a true story, but the names have been changed to protect the innocent. You have this plant on your website, and my client took a picture of that plant, that picture is copyrighted, you owe us for this.

And we had to literally, they’re like, so they walk through and they go, here’s, you know, it’s been up on your website from our math 18 months. So that could be one infringement 7500 bucks, it could be multiple infringements, depending on how it is operated. It was also to promote a product that my client was selling. So, then there was revenue generated as a result of that image. And so, you add all these up, and these lawyers are very creative in the way that they you know, Max everything out, and they say, hey, if we have to sue you, we’re coming after you for $350,000. And you’re going you look at your clinic goes; I can’t afford this $350,000 What should I do? We write back and we say, Yep, here we go. What do you want? They go, Yeah, well, we would be happy to settle this for $7,500. You go to your client, you go pay this $7,500 buck, like what are you talking about? They have a claim, you didn’t do what you’re supposed to do. And by the way, that $7,500 is a fraction of what you’re going to pay me to litigate this for you. So now you decide what the business and these lawyers coming in there, they will file hundreds of these. And if they’re getting $7,500 bucks per pop on each of these, and they’re filing 100 of them a year, do the math that’s 750k of like, low hanging fruit in legal fees that you can get on these things. And they do that.

So, you know, in the case, I had somebody reached out to me for a picture I had up on my website. Now I’m smart enough because I know that I go to a stock service and I am licensed for those images. And so, they tried to shake me down. I said, I’m sorry, but I have a licensing for this. They’re like, well, we need you to prove it. My great. Here you go. So, I went through the process with Adobe. I am not a paid advertiser of Adobe. I use Adobe and I love it and their stock services are awesome. I get no kickback from this see FTC now rolling back around. But we’ve got now I had to prove to them like, here you go. Here’s the licensing and everything. They’re like, Great, thank you. We appreciate it. Have a good day. And they were gone. That was it just proved it. And I think that becomes I think the most dangerous atmosphere for doctors to be playing in when they’re not using their own original content. And then when they want to create their own content, they need to make sure that they retain ownership in that content. And after the photographer, the videographer, the blog writer, the content creator, has produced it, I think those are the biggest pieces of it.

Beware of Using Royalty-Free ImagesDr. Barbara Hales: I think that’s so true. And, in speaking about that, I just want to point out to the listeners that when you see that an image is royalty-free, sometimes it can be royalty-free for personal use and not commercial use.

Andrew Contiguglia: Absolutely.

Dr. Barbara Hales: They are all different ways that something is royalty-free, and you have to make sure that you’re getting it for the purpose that you are using it.

Andrew Contiguglia: Absolutely. And I think that that’s a really good distinction. Also, if I am putting up, you know, a video that I created on YouTube, for my own personal use, I can use YouTube’s you know, laundry list of songs and you know, sound bites and things like that, that they have available to me as a creator. However, if I’m creating things for Barbara hills, and Barbara Hills marketing world, I may not be the license may not allow me to use the license from YouTube that I created for you. It would be your license that you would have to go get independently for me.

Not only that, but I see people, you know, marketing companies using the same image in more than one publication. I think that creates a problem. I think, depending on the license that could create a licensing violation that you know, the creator that content could come after you for. And I think you think that anybody who is using a company needs to make sure that they are indemnified, meaning that in the event, I’m sued, and I have to pay something out that I can get paid back by you for violating the law that I got blamed for. I think those indemnification provisions are important in every one of those contracts. So, we want to make sure that the doctors are protected in that respect, as they build that out.

Proper Structuring For Contract AgreementsDr. Barbara Hales: Absolutely. Tell me how does one structure agreements to ensure clarity on deliverables? Which is something that we’re we’ve been talking about, as well as confidentiality and dispute resolution?

Andrew Contiguglia: Absolutely, I think those are. That’s great. And getting back to the marketing company that I represent our legal marketing company; we have been working on their master services agreement for months now. And it has gone through a number of different variations. And I think the perspective of the information I’m about to give really depends on whether I’m representing you as the marketer and the creator versus the doctor who’s entering into the agreement. It is my belief that, Barbara, if you’re providing a marketing service to Me, you should be providing the contract to me for my review, and that you should stand fast on the terms that you want, hey, if you want to Barbara hills, to do your creative marketing and do your content marketing, you got to agree to my terms. Hey, when people hire me, they have to agree to my terms. I’m sure every one of these doctors that listens to this podcast, every patient that comes in through the door has to agree to do things the way the doctor says. That’s just the world we live in. I think it would be different if I’m providing you Well, yeah, Barbara here, I’ll provide you my marketing contract. And then you’ve got to agree to my terms. That doesn’t always work out that way.

So, I think, you know, I have seen horrible marketing contracts. I’ve seen ones that last forever, I see ones that you can’t terminate. And I will say these bad contracts are still binding. And without somebody going through your agreement with you, like I don’t mind if you enter into a bad agreement, Barbara, but let’s sit down and let me go through it with you. So, you know what you’re getting yourself into. And at least we can discuss your though any way that you might be able to get out of this contract under, under what circumstances because I you know, you see these things where marketers hold websites hostage, they hold branding hostage, they hold images that they create hostage, all of these things, and you want to make sure like, Listen, you want to agree to this stuff, great. But understand what you’re getting yourself into. And I think we’re explaining it and walking through it with somebody who has the background in it, I think is going to be imperative and really helpful in the way that you look at hiring a marketing company. So, I think that’s the first thing.

What other terms should be in there? I think you need a term like how are you going to get out of this? I think every contract should have a form of termination. Because, Barbara, I love you. You’re great, but I might not want to work with you forever. There might be somebody else that I want to go work with, or here’s something that happens a lot and I’ve run into this, representing other marketing companies that have gone out and purchase bought smaller marketing agencies in order to grow their companies. I’ve seen it where, you know, company A says we’re gonna go acquire company Z, and they go and they acquire company Z. And all the people who are working with companies Z hate Company A. And so, somebody comes in Barbara, I have a contract with you Company A comes in and buys your company. I mean, I like working with those people. No, I am a true bar believer. I’m working with Barbara and nobody else. How dare you do that. Now, of course, from a customer service standpoint, hope you would talk to me about it before selling it. But it doesn’t always work that way, especially in the marketing industry, when you see transition after transition after transition, where you want to retire, and your associate is now running your company. So, we want to see those things. But I may not want to be around for that long. And I might want to get out. So, termination clauses.

Dr. Barbara Hales: But an interesting thought, though, because if a contract is with a certain company, then is it you know, if the company changes, or the people that signed the contract change? Doesn’t that, in and of itself, make it less legally binding,

Andrew Contiguglia: It doesn’t change the legally binding nature of the agreement. So, let’s it really depends on the nature of the contract, and the nature of the acquisition that happened. So let me walk through a situation with you. So, let’s say you want to buy marketing, company B. And your part of what you’re buying are all the contracts that marketing company B has. So, you’re buying Marketing Company B, you know, you work in Florida and East Coast marketing, company B is all California doctors, you’re like what a great market for me to get into, I’m going to buy this agency up. Perfect.

Now one of the things that you need to look into when buying that other company is, are you buying just the assets of that company? Or are you also buying the stock of that company, because if you’re buying the stock of the company, nothing underneath that company changes because you’re buying the ownership interest in the company. However, when you’re buying just the assets of the company, its customers, its intellectual property, its products, its, you know, know-how and other foundational requirements, that may not be it. So, when you’re buying somebody’s contracts, you need to make sure that the contract you’re buying can be transferred to you. So, we call that assignability. So is the contract assignable. If the contract is assignable, you don’t have an issue with it, because the owner is just going to transfer it to you, they’re going to assign it, we do that through what’s called an assignment and assumption agreement. And any contract, any cut, let me rephrase that any contract is transferable unless the contract prohibits transfer.

So, what that means is I can contract I can transfer any contract I have to you so long as the contract doesn’t prohibit me from doing so. But you’ll see that many lawyers are smart. might not think that but we are sometimes and we put in these non-assignability clauses for exactly this. Because we want to make sure that you can’t transfer your duties and your responsibilities to somebody else. And as a result of that, we want to make sure that we have an anti-assignment provision in there.
So now Barbara, if we’re gonna go buy all these contracts, guess what I have to do? I have to go to every one of those customers. And I have to say, hey, Barbara is buying companies a, she would love to continue to work with you let’s meet, will you agree to have her take over your contract? And most of the time, they’re like, Yeah, that sounds great. I don’t care. I just want marketing services. But sometimes you may say, no, we’re not going to do that. And so, you know, I’ve seen people get, you know, not pay enough attention to that.

And get dinged by that later on where the clients like, yeah, and now, you know, you went out and you bought, I mean, imagine this, you buy this company out in California, they have 1000 customers that they’re dealing with, and you’re thinking to yourself, I’m buying all I’m buying 1000 $100,000 contracts, because each one of these contracts is $100,000 deal for me. And every one of these now is like Yeah, guess what? No, we don’t agree to the assignment. And we’re out and you’ve just now paid all of this money for a marketing company that now you can’t use those contracts. I’m gonna make it even worse. I represented. It’s funny. I represented somebody and this was actually in the medical area.
He was a locum tenens guy and he was buying up other local companies around the country and the different companies that he was talking about, I was giving you Yeah, I’m you know, as I was saying earlier, you know, I represented a company that was going out and buying other locum tenens companies and one of the companies that he was purchasing had a number of different locum contracts in varying states around the country.
And also, like in the Bahamas and Virgin Islands and things like that. And so, he’s, my client was buying all of these other contracts that this other locum’s company had. And so, I’m like, I will, let’s take a look at the contracts that you’re buying, because we need to know what we’re buying.

That’s the asset you’re buying is all those contracts with all those other doctors and he’s like, Alright, so we started getting copies of all the contracts, that there’s other that this other locum’s company was utilizing with all of its locums doctors. And every one of those contracts I kid you not, there was probably about 15, or 16 of them was different. Oh, my, some of them had mandatory arbitration. Some of them had venue in California, meaning that’s where you’re going to sue.
Some of them had, you know, Virgin Islands. law being applicable. Others had, you know, Delaware law being applicable, it was a mess. Some of the contracts allowed for assignment, some of the contracts did not allow for assignment. And so, we were in this difficult position. I’m like, advising my clients, like, do you really want to do this? I’m like, this is not, I don’t think this is worth it.

This is going to create more headaches for you later on down the line. And ultimately, my clients like, yeah, you’re right, I don’t want to do this, this is not worth it to me. So, we end up backing out of the deal. But that’s part of you know, what we do in due diligence when it comes to buying other companies, which, you know, it’s not a marketing issue for doctors, but I’ve represented a ton of doctors and selling their businesses and buying other businesses, I think it’s a great way to, you know, when you’re coming out of med school, and your residency and fellowship and all and you’re looking to jump into, you know, building a company, there you go. And that was my dad’s exit plan, he sold his nephrology practice and his dialysis unit to a very large health one company, and retired very happily from that.

Book PromotionDr. Barbara Hales: That’s great. Let’s shift our conversation a little bit to your book, which has a very catchy title. If I were to buy your book, what kinds of things would I find in it?

Andrew Contiguglia: Oh, it’s a guide book so there’s nothing real fancy about it. And it really walks you through how to start and set up your business for success. Or if you are current business owner, the book has in it like things that you could think about whether you should be hiring employees or what or your workers should be classified as employees or independent contractors, walking you through some of those legal issues.
So, the way it’s designed, it literally is from Hey, what choice of entity should I be LLC, corporation, partnership, you pick it all the way to the end of that journey of selling your business. There have been some changes in the law. That is going to go into my next addition here shortly.

With beneficial ownership interests. In companies you’ve probably heard about that you have now the financial crime Enforcement Network(FINCEN), requiring owners of businesses must register with FINCEN anybody who has a beneficial ownership interest in their company, meaning if they own 20% or more in a company, you have an obligation to put FinCEN on notice of your ownership interest in that company.
Now, businesses that were in existence prior to January 1 2024, have until December 31 2024 to get this done. Businesses that were created after January 1 2024, have to get that done within 90 days of registering their business with their local Secretary of State’s office. So that’s a big one.
The next big one is the Federal Trade Commission coming out and outlying non-compete agreements pretty much across the board with very few exceptions. The one of the exceptions being if I have a partner in my business, and I buy you out, Barbara, I can put a non-compete on you to not compete because you’re at the ownership or high-level managerial level, but your typical employees, you can’t, people who lower-level managers, you’re not allowed to put non-compete.

So, if you had a sales rep working for you, who was awesome, and you fire, you can’t prevent that person from going across the street to an accountability as marketing agency and competing against Barbara Hills marketing agencies can’t do that anymore. So, this whole prohibition on non-competes I think is really important. so, it doesn’t prohibit people from putting nonsolicitation agreements in place so you can’t call my clients you can’t work with my clients, you can’t call my employees that kind of thing that you can still be protected.

So those two big changes I think within the last year or so have really come down and it just becomes one more box we have to check as we start helping people with the startup of their businesses or running an operating their companies down the line. And also making sure that those things have been done when they look to succeed from their business whether it’s selling it or transferring it to another person.

Dr. Barbara Hales: Well, I assume that we could buy your book on Amazon.

Andrew Contiguglia: That’s right. You can find it on Amazon. Yep.

Dr. Barbara Hales: Is it available in the audio file as well?

Andrew Contiguglia: Not yet. That is something I’m in the works but you can it’s on Kindle I think you can even maybe Kindle read it your computer might read it to you might be boring. You don’t get this much entertainment with a computer. But you can buy it you can buy it in hardback or sorry paperback and on Kindle. Also, if you go to Dontskipthelegal.com, you can find you can get access to my podcast, which is the Don’t skip the legal podcast. See how we’re working on the trademarking in the branding. That’s how this all fits it. You’ll see my logos which would be copyrighted. Also, you can check out any of the videos that I’ve done on YouTube I put a lot of those out too over the years and been working on that so that’s where you can find me and if you want to find me on any of the socials, it you can find me @AJCEsq. So, @AJCEsq so find me at Twitter, Instagram. Pick it, I’ll be there.

Dr. Barbara Hales: Okay, so we’re going to give our listeners two tips that you can implement right away.

Andrew Contiguglia: All right.

Last Pieces of AdviceDr. Barbara Hales: What two tips would you like to leave them with?

Andrew Contiguglia: That’s a great question. I think the first tip would be to pull your contracts and review them. Because what I have found is, many of these individuals sign these contracts, they don’t know what they mean, or now that they’ve here we are, we’ve been chatting for about an hour or so. Now they have all this new insight and knowledge as to how to approach and view some of these things. But I think that they should look at the contracts now with this new light, and sort of critically evaluate whether these are the right deals for them to be in. That would be the very first thing.

The second thing would be, I would make sure that you have ownership of every image that you have on your website that you use in your marketing protocol. I would do as much as you can to steer away from using any of the stores, or your stock photos and things like that. And I would create all original content. So, hire somebody, make sure you retain the ownership interest and create all new content. From the beginning. It sounds like it’s an ordeal but break down into time. Over time, you’ll get it done pretty quickly.

Dr. Barbara Hales: Well, I think that the thought that would go through every listener’s mind after listening to this podcast is I need a lawyer.

Andrew Contiguglia: What’s funny, you should say it’s actually the very first chapter in my book is why you need a lawyer as part of your business team. I mean, everybody has, everybody has an accountant, right? Like you need you need a lawyer like a PC like your primary care doctor, right? You don’t go to the doctor after you have a heart attack, you go to the doctor so you don’t get a heart attack. That’s why you come to me, come to your lawyer first so you don’t have a heart attack. That’s really what it comes down to.

Dr. Barbara Hales: Well, I think that you have really encouraged us all to run out and give you a call.

Andrew Contiguglia: That’d be great. I’d love to work with people.

Dr. Barbara Hales: Thank you so much for being on the show today, listening to another episode of marketing tips for doctors, till next time.

Andrew Contiguglia: Excellent. Thanks, Barb.

The post Top Legal Considerations for Doctors Marketing Their Practices: Insights from Andrew Contiguglia first appeared on The Medical Strategist.

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In this episode, Dr. Hales discusses:
How to transition to a concierge medical practice
Benefits of a concierge model
Key considerations for adopting a concierge model

Key Takeaway:
“Transitioning to a concierge medical practice offers practitioners and patients a unique opportunity to redefine the healthcare experience.” – Barbara Hales.

Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: Barbara@TheMedicalStrategist.com
Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist
YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales

TRANSCRIPTIONDr. Barbara Hales: Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales. Today, we will explore innovative solutions in the healthcare industry as we delve into the journey of transitioning from a traditional medical practice with third-party payers and insurance reimbursement to a concierge model. We’ll uncover the benefits, challenges, and key considerations for physicians and healthcare providers looking to adopt this patient-focused approach.

Benefits of Transitioning to a Concierge Medical Practice

Dr. Barbara Hales: Transitioning to a concierge medical practice represents a significant shift in healthcare delivery, as it places emphasis on personalized care, enhanced patient experiences, and sustainable practice models. A huge benefit is not having to rely on insurance reimbursements, which are not only beyond our control but may decrease over time. I had a wall in my office where Medicare and third-party payer checks were taped. The value on the checks ranged from $1.38 to $2.50. It was more meaningful to me to have patients see this for visits that I had spent almost an hour on. I couldn’t believe the value, and I knew my patients couldn’t believe it either.

The shift in transitioning to a concierge model requires careful consideration of patient communication, financial structures, and navigating regulatory requirements. What are the key strategies for communicating this change to existing patients and attracting new clientele? It’s essential to establish clear communication channels to educate patients about the enhanced services and benefits offered through the concierge model. Focus on building strong patient provider relationships, prioritizing continuity of care, and ensuring transparency throughout the transition process and transitioning to a concierge model.

Key Considerations for TransitioningDr. Barbara Hales: Several considerations are vital for success: tailoring patient communication and engagement strategies to convey the value of personalized care and the extended services offered, implementing a sustainable and ethical pricing structure that aligns with the practice’s value proposition and the needs of the patient population, embracing innovative technology solutions to streamline administrative tasks, enhance communication, and uphold data privacy and security standards, establishing collaborative care networks and partnerships to provide comprehensive, coordinated care for patients and meet evolving healthcare needs.

The key takeaway here is transitioning to a concierge medical practice offers practitioners and patients a unique opportunity to redefine the healthcare experience. This transformation requires careful planning, open communication, and a commitment to patient-centered care. By embracing this model, healthcare providers can strengthen their connection with patients, promote wellness-focused care, and build sustainable practice models rooted in a foundation of trust and collaboration.

Mitigating Patient Loss During TransitionDr. Barbara Hales: How do you keep from losing patience when going to a concierge model? This is something that I think many doctors worry about. And the fear of this is what keeps them from changing over to the concierge model. Transitioning to a concierge medical practice involves a significant shift in the way healthcare services are delivered, which can understandably raise concerns about patient retention during the transition. To address this, it’s important to implement clear communication strategies and transparent processes To minimize patient attrition and strengthen trust, here are eight effective approaches to help mitigate patient loss when transitioning to a concierge model.

First, clear communication. Communicate the transition to a concierge model well in advance to provide patients with ample time to understand the changes and ask questions. Secondly, we need transparency. This is a key in addressing patient concerns and building trust during this period of transformation. Next value proposition clearly articulates the enhanced value and benefits that patients will receive through the concierge models such as extended appointment times, proactive wellness programs 24/7 access to the physician and personalized care plans, emphasize the added value and improved patient experience that the concierge model offers. Let’s face it, what patient doesn’t want to have a lot of time addressing their concerns with their doctor as opposed to the five minutes face time that many patients get in their doctor’s offices now.

Next, we have education and engagement, host informal sessions, open forums or webinars to educate patients about the concierge model and its advantages. provide a platform for patients to voice their concerns, share feedback, and engage in open dialogue regarding the transition. Customized outreach, tailor your communication to address specific patient concerns and preferences, provide personalized information, answer individual questions and offer one on one consultations to discuss how the transition will affect each patient’s care. Options for existing patients offer flexible options for existing patients who may have concerns about the financial implications of the concierge model. Consider offering reduced rates or extended payment plans for a transitional period to ease the financial burden for loyal patients. Continuity of Care emphasizes the commitment to continuity of care and the ongoing relationship with existing patients. Assure them that their medical history, treatment plans and ongoing care will be seamlessly transitioned to the concierge model without disruption.

transparent pricing and services clearly outline the pricing structure. Services and additional benefits associated with the concierge model provide detailed information about how the new model aligns with patient needs and contributes to improved health care outcomes. Finally, highlight the patient focused nature of the concierge model underscoring the increased attention, time and personalized care their patients will receive emphasize the provider patient relationship at the core of the concierge model and its positive impact on overall wellness.

By implementing these structures and these strategies, healthcare providers can effectively navigate the transition to a concierge model while minimizing patient attrition. Open communication. Personalized and engagement and a steadfast commitment to patient centered care are fundamental in assuring patients of the ongoing value and benefits of their health care experience within the concierge model.

Insurance Acceptance for Surgery vs. Office HoursDr. Barbara Hales: You may be wondering now, can doctors accept insurance for surgery but not for office hours? The answer is yes. Doctors can choose to accept insurance for surgical procedures while not accepting it for office visits. This approach is commonly seen in practices that operate on a concierge or direct primary A care model. In this scenario, the physician or practice may opt to accept insurance for specific medical sir services, such as surgeries, hospital admission or complex treatments, while providing primary care services, routine office visits and preventive care through a membership based or fee for service structure. This answers the fear that patients may have, saying: “Okay, well, I’m willing to pay for office visits, but what happens if I need an expensive surgery? I don’t want to negate my insurance and have to pay for that also out of pocket.”

The decision to segment insurance acceptance in this manner is often driven by the desire to maintain a greater degree of control over the patient care experience, optimize administrative efficiency, and enhance the quality of primary care services. By not relying on insurance for routine office visits, providers can reduce administrative burdens, streamline patient interactions, and focus on delivering personalized comprehensive care without the constraint of insurance, billing and reimbursement complexities.

It’s important for health care providers considering this approach to clearly communicate to patients how their services are structured, transparent communication about insurance acceptance, out of pocket costs, and the scope of services covered under various payment models is essential to ensure that patients understand their healthcare options and financial responsibilities. Physicians and practices should also be aware of the regulatory and compliance considerations when structuring their practice in this manner, it’s advisable to seek legal and regulatory guidance to ensure that the practice model complies with applicable laws, regulations, and ethical guidelines.

Ultimately, the decision to accept insurance for specific medical services while not doing so for office visits is a strategic choice that should align with the practices overall goals, patient population, and commitment to delivering high quality personalized care. It is important to look into what regulatory laws apply to accepting insurance for surgery but not office hours.

Regulatory Considerations for Hybrid Practice ModelsDr. Barbara Hales: The regulatory landscape surrounding the acceptance of insurance for surgical procedures, while not accepting it for office visits, is multifaceted. And it’s vital for healthcare providers to navigate this territory with a clear understanding of the relevant laws and regulations. Here are the key regulatory considerations that may apply to this practice model.

First, we have the insurance contractual obligations. Healthcare providers who choose to accept insurance for surgical procedures must understand their contractual obligations with insurance companies. Providers need to review their participating provider agreements and contracts to ensure compliance with the terms and conditions stipulated by insurers. Secondly, we have state insurance regulations. healthcare practices operating within the United States are subject to state specific insurance regulations. It’s essential for providers to be knowledgeable about state laws governing insurance reimbursement, provider network participation, patient billing practices and any restrictions or obligations related to the scope of covered services.

Next, we have the scope of practice regulations. state licensing boards and professional regulatory bodies define the scope of practice for healthcare providers. It’s important for physicians to ensure that their practice model aligns with relevant laws and regulations pertaining to the performance of surgical procedures, office consultations and the delivery of medical care in various settings. Next, we have fraud and abuse laws. Providers must adhere to anti-fraud and abuse laws, such as the federal Anti-Kickback Statute and the Stark law, which govern financial relationships and arrangements in healthcare. These laws are designed to prevent improper inducements, kickbacks, and improper financial incentives in relation to patient referrals and services reimbursed by federal health care programs. patient protection and informed consent is next. Regardless of the practices reimbursement structure, healthcare providers must uphold patient rights, confidentiality, and informed consent practices, compliance with patient private laws and regulations, as well as ethical standards for patient communication and informed decision making remain essential in all aspects of care delivery.

Lastly, we have billing and reimbursement compliance, providers must adhere to billing and coding regulations, including accurate reporting and documentation of services provided compliant coding practices, and transparent patient billing practices. This includes adherence to coding standards set forth by the Centers for Medicare and Medicaid Services and private insurers. Given the complex regulatory landscape, healthcare providers considering this practice model should seek legal counsel and regulatory guidance to ensure compliance with applicable laws, regulations, and ethical standards. Additionally, ongoing vigilance and proactive monitoring of regulatory developments at both the state and federal law levels are essential to stay abreast of any changes that may impact the practices operational and billing practices. The thing also now is that if you are using an electronic health record system, the coding and the coding in relation to your procedures are built right into the software.

Prevalence of Hybrid Practice ModelsDr. Barbara Hales: How common is a hybrid model of medical practice with accepting insurance for surgery, but not for office visits. The practice of accepting insurance for surgical procedures while not accepting it office visits, often seen in hybrid medical models such as concierge medicine or direct primary care is a relatively uncommon, but emerging trend within the healthcare industry. So if at this point you are considering transitioning from an insurance payer model to a concierge model, you are trending.

While traditional fees for service and insurance-based models have historically been predominant. There is a growing interest among healthcare providers in exploring alternative practice models that emphasize patient centered care, enhanced access and personalized services. The hybrid model where insurance is accepted for specific medical service services such as surgeries, hospital admissions, or complex treatments, while primary care services and routine office visits are provided through a membership-based model, or fee for service basis, represents a departure from the traditional practice of relying solely on insurance billing for all medical services.

Although the adoption of this hybrid approach is not yet widespread, it has gained traction in certain segments of the healthcare landscape. Its appeal lies in the potential to offer a more personalized and comprehensive care experience for patients freed from the constraints of insurance driven administrative burdens and billing complexities. An increased number of health care providers are exploring innovative practice models that prioritize meaningful patient provider relationships, proactive wellness initiatives and streamlined care deliveries by leveraging a hybrid model that combines insurance excepted services with membership based or direct payment options for primary care providers aim to create a more patient centric and sustainable practice framework.

As the medical industry continues to evolve, it is anticipated that the adoption of hybrid practice models that incorporate a blend of insurance accepted and direct payment services may become more prevalent, particularly as providers seek to address patient demands for enhanced access, continuity of care, and personalized health care experiences.

ConclusionDr. Barbara Hales: As we conclude today’s episode, we extend our gratitude to those colleagues who have shared their experiences and transitioning to a new model and guiding our audience through the transformative journey of transitioning to concierge medical practice. We hope that this episode has provided valuable insights and inspiration for healthcare providers seeking to embrace innovative care delivery models. Stay tuned and remember to prioritize wellness, innovation and patient centered care in your practice. This has been another episode of marketing tips for doctors with your host Dr. Barbara Hales. Till next time

The post Concierge Medicine: Key Strategies for Successful Practice Transformation first appeared on The Medical Strategist.

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In this episode, Barbara and Jonathan discuss:
What Is The Importance Of Understanding Patient Needs And Providing Personalized Care
Marketing Services And Managing Their Online Reputation
Key Factors Contributing To Building A Successful Medical Practice, Including Clarity, Consistency, And Creating A Positive Patient Experience

Key Takeaways:
“I think pulling in a coach to do an assessment from outside that’s not tied down with your paradigms, your rules, your way of thinking, is the best thing.” – Kevin D. St.Clergy

Connect with Kevin D. St.Clergy:
Website: https://www.medpb.com/

Home

LinkedIn: https://www.linkedin.com/in/kevinstclergy/
Twitter: https://twitter.com/kevinstclergy?lang=en
Facebook: https://www.facebook.com/kevin.stclergy
Connect with Barbara Hales:

Twitter: @DrBarbaraHales
Facebook: facebook.com/theMedicalStrategist
Business website: www.TheMedicalStrategist.com
Show website: www.MarketingTipsForDoctors.com
Email: Barbara@TheMedicalStrategist.com
Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist
YouTube: TheMedicalStrategist
LinkedIn: www.linkedin.com/in/barbarahales
TRANSCRIPTION

Dr. Barbara Hales: Welcome to another episode of marketing tips for doctors. I’m your host, Dr. Barbara house. Today it’s an honor to introduce Kevin, a luminary in the field of medical marketing, whose contributions over the past two decades have reshaped the landscape of medical practices nationwide. Kevin’s dedication transcends the accolades. His true fulfillment lies in enhancing the professional and personal lives of his physicians. And to them 1005 Kevin founded a pioneering online marketing consultancy that now boasts a clientele of over 2000 locations across various medical specialties. Despite the successes and the scale of his impact, Kevin finds the greatest joy in witnessing the transformative power of simple, yet profound changes and how medical practices operate, ensuring they serve not just as a livelihood, but as a gateway to a fulfilling life. Join us as we delve into Kevin’s insights and experiences charting the path to a thriving medical practice. Welcome to the show, Kevin.

Kevin St.Clergy: Thanks, Barbara. Appreciate you having me.

Dr. Barbara Hales: What is your actual agency called for our listeners?

Kevin’s Online Marketing Agency

Kevin St.Clergy: We have two names depending on the river multi-specialty group, which is for small and medium sized physician offices called Practis. Practis.com. Spelled a little differently. We’re also an audiology hearing aids and ear, nose and throat doctors’ offices through a name called MedPB which stands for Medical Practice Builders and MedPB for short medpb.com. And then for our 50-60 physician groups and larger or major and minor or smaller hospital systems. We own a company called Dobies Marketing. So, we acquired digital marketing agencies to bring them all together. So now we can service a small practice with just one physician, one front desk or a very large hospital system with their strategies and what they’re trying to do to get more new patients through the door.

Dr. Barbara Hales: How many people work for your agency?

Kevin St.Clergy: We have I think right now we’re at what 107. We’re about to bring on another company which will bring us to 129, I believe.

Dr. Barbara Hales: What inspired you to pursue a career in medical marketing?

Kevin St.Clergy: Well, I started as an audiologist Believe it or not, my I come from a family of audiologists and audiology is this hearing and balance. My aunt was an audiologist, my cousin was an audiologist, my brother’s worn hearing aids. I’m 51. Chris is 49 for 48 years, and I got in and I ran a clinic successfully took it from a struggling clinic to being very successful, I think we were doing about $5,000 a month when I took over the clinic. And we grew it to over $650,000 plus within the first year. And then I had another clinic and then I started working with ear nose and throat surgeons for referral basis. And we ended up getting some contracts there so made a pretty good name for myself and ability to grow a practice in a private practice setting. And then they said, you know, you’re really good at this business stuff, we’d love for you to go out and just consult the physician offices that we work with and go in and help them grow their businesses.
And we did a good job with that the territory we had, we took it from about half a million dollars in business to 5.5 million in four years, me and another assistant that I had, and it was mainly just going into physician offices and saying, look, let’s go through this assessment, find out where there’s some holes in the bucket, let me see if I can plug the holes. And at the time, it was everything soup to nuts, recruiting training. And then I just got to where I love the marketing aspect of it no five, I started a marketing agency.

Dr. Barbara Hales: Well, that’s really very impressive. How would you say that you got past the gatekeeper to let the physicians know you were available.

Kevin St.Clergy: Relationships. I was big on that. So, once I had a core group of customers, at first, it was cold calling and just trying to get on the phone with them to let them know what we could do, but already had some relationships in the profession. So, manufacturers that were looking to help with medical device sales for themselves, but also for the physicians, especially private pay money that a lot of physicians were after at that time and still are. Many of them. We’re looking to grow and I had some success stories early on. And the manufacturers would refer me to certain clinics and then once I had a certain base of clinics then I got a lot of referrals from physicians and then I learned a valuable lesson because I wrote a book on digital marketing.

And once you write a book and I usually encourage whether you’re a physician or an agency owner Two things these days one does a TED talk, I don’t think it hurts even a physician who’s trying to brand themselves in a local market. A TED talk will give you instant credibility and lead to other opportunities for growth. And also writing a book because it’s an instant expert on whatever it is that you do. And well that I’ve written six. So, the first one that I was in audiology space was called the death of Audiology. At the time, there was a lot of changes going through the industry and the profession at the time. So, it got people’s attention.

It was my first experience with sometimes bad press is good press. Because people didn’t like the title. But a lot of people once they read the book, and they read the messaging, and we’re working on other things to have my next book is coming out is called Blind blaming. And that is going to be my TED talk that’s coming up here very shortly. We’re sometimes we don’t always see the problem. But we start blaming other things that aren’t the actual problem and focusing too many, too much energy in places that aren’t going to fix the problem you have.

Cold Calling Marketing Strategy

Dr. Barbara Hales: So, when you’re doing cold calling, did you find a lot of physicians just didn’t get it in terms of the need for marketing?

Kevin St.Clergy: I did? Well, first, it was hard to get through the gatekeepers. I found that very difficult. But once I had found a way to get through, and it was for my book, writing the book and getting the books, I would send the book and then follow up with a phone call. And the book was a motivator to get the physicians to call and say, Listen, I don’t want to be the doctor in that story, because it was a business fable. I don’t know if anybody’s ever read a book by Patrick Lencioni. It’s called Death by meeting one of my favorites. But he writes his he writes his books and a fable format. And mine was a story of a private practice Doctor who was struggling with her business for practice, and she met somebody to help her turn it around.

So that’s how I got around the cold calling. But I think the biggest challenge was a lot of doctors didn’t feel they needed to market or back then the fascinating thing back then is nobody felt like their patients were online in their market. Because audiologists deal with older people, nobody thought old people would ever use the internet, obviously wrong. But now everybody uses the internet, and it’s getting more and more prevalent.

Challenges In Growing A Medical Practice

Dr. Barbara Hales: Yes, this is absolutely true. What were your biggest challenges as your agency grew?

Kevin St.Clergy: That’s a good one, I’d say people, I learned very quickly to hire slow and fire fast. I learned that it’s very important to align the people that you’re trying to bring onto your team. And we teach this to physician groups as well. It’s really important to find people with similar core values. But finding the best people was probably the most difficult challenge that I had. But once we figured out how to attract and retain the best employees with similar core values, a different interviewing process, we would do several things with them, we know they can answer the traditional interview. And if they did well on that, we’d simply take them to lunch, and see how they did in a social environment if they were fun to hang out with. And they did a good job. And they seem interested in other people. And they were nice to the waitress and had to seem to have good core values. We’ve had much more success doing things like that.

Dr. Barbara Hales: You still take them out to lunch?

Kevin St.Clergy: Still outside my company anymore. I did sell. So, I worked for the folks I do. I’m part of the company now. But I do work for the folks that I sold to. But yeah, if it’s somebody that I’m interviewing for other projects that I’m involved in, absolutely, always do. Because I’m a big believer that whether you’re a physician in private practice, or whether you’re an agency doing medical marketing, the biggest competitive advantage that you have is the quality and quantity of the personal relationships you build. And if you’ve got somebody on your team that doesn’t fall in those lines, it’s not going to build relationships and get people to the point where they know you love you and trust you. I think you’re doing yourself and your customers a disservice.

Dr. Barbara Hales: No, I agree with you completely. What do you think is the hardest part about growing a practice in 2024?

Kevin St.Clergy: Oh, well, the new axis of evil are now insurance companies. So, I think that’s the biggest challenge that we have. Figuring out some ways to get private pay cash through the door. I’ve always admired my primary care physician; she is doing a great job with say buy IoT with some cash base stuff that I’m actually a patient of that because I’m getting older and things happen. But you know, talking to her and her staff, she’s like, you know, we really liked the cash side of the business. It’s a lot easier when we get our money up front, things like that. I’ve seen a lot of physicians who have told me that they’re struggling because of insurance company reducing their fees and they’re now having to see two to three times as many people to make the same amount of money that they were before not that money is their primary driver. 99% of the time, but I think with what they went through and the education they have, they deserve to make a decent living. So that’s what I’m seeing.

Dr. Barbara Hales: I don’t really think it’s a question of feeling that they deserve it or that they like want to get rich, I think it’s a question of wanting to pay the bills.

Kevin St.Clergy: And true and pay their staff who needs to feed their families as well. So yeah, I don’t think keep doing that. But that’s where I think our national organizations need to get a little bit more involved and, and helping us negotiate and do things like that, which we’re not there yet. Interestingly enough, though, when I was in Canada, because we do have some customers in Canada, they are doing a pretty good job of protecting some of their private pay fees, and stopping some internet, you know, people that are doing some things, they shouldn’t be doing that or they’re allowed to do in the United States. They’re not necessarily that do in Canada and different professions. So, I thought that was interesting. But they when I asked him about it, they’re like, Yeah, that’s one thing. I’ll give credit to our national organization. They lobbied and fought really hard to make sure these companies can’t do business up here like they do in the States. I thought that was an interesting comment.

Growing A Medical Practice Through Clear Values, Coaching, And Excellent Patient Care

Dr. Barbara Hales: But on the other hand, if there is elective surgery that needs to be done, like a hip replacement, for instance, patients have the choice of waiting a few years or coming down to the states.

Kevin St.Clergy: Oh, yes, no, it can be argued both ways. This was just one situation where there are organizations that protected them from an insurance company that was doing something in the states from doing the same thing in Canada, that’s all I met. So not saying I agree with their healthcare model at all. I like ours. That’s why I live here. But that’s what I think the biggest challenge is

Kevin St.Clergy: And also, people, I’m hearing that over and over again. And that’s where I encourage physicians as we get into some of their digital marketing, and we’re helping them get more new patients to the door, improving their web presence, helping them get more reviews, we always ask, you know, how’s everything else going, because for some value, add services that are to make our company more attractive, we’ll help them with all aspects of their practice, we’ve got a lot of what we call success tools and things like that, and just teaching them how to create an environment that people actually want to come work in and being honest and upfront with them, helping them get the right people on board. That’s the second biggest challenge that I see that I hear often from physicians, so we try to help them with their recruiting, with how they’re writing job descriptions, all of that goes into a play or goes into the big equation. But the biggest thing is, do people align with your core values? And have you sat down and actually outlined your core values in writing so that you can share that with other people and find the best folks?

Dr. Barbara Hales: In your experience? What key factors contribute to building a successful practice?

Kevin St.Clergy: Well, I think getting very clear, I’d say clarity, making sure that you’re very clear on what you want the type of practice that you want to build. I do think it’s critically to have a coach what I always tell physicians is, or ask physicians is how many Olympic athletes won a gold medal Do you know of one that didn’t have a coach. And a lot of times we get on this island and use your background a little bit we get on this tropical island, we don’t want to ask for help. And I don’t know many very ultra successful people that don’t have a coach. I’ve had a coach for many years at least 20. Some of the most successful people that I work with have coaches, my coaches have coaches.

Next, I would say consistency with actions, meaning if I don’t think a lot of physicians are paying much attention these days, to the patient experience, or the patient pathway, as I like to call it that’s where you look at every aspect of a patient’s experience with your office and you need to make sure that it’s consistent. Are they getting the best care? Are we building relationships? Are we showing them that we really do care about them and their health and who they are. And so, marketing’s job is to make the phone ring after the phone ring. It’s the physician’s job to convert that patient into an appointment for revenue generating appointment. After that it’s important for our staff to give them a great experience so that they leave a positive review. And that positive review can lead to more referrals from family members and friends and people who don’t even know us because people trust reviews a great deal.

And then finally getting a community together that’s looking at other successful physicians that you can be around and share ideas and bounce ideas off. We have a mastermind group that we’ve created for physicians where we have one coming up here. Oddly enough in May in my house, we have about 55 physicians coming down. And we have them get up in front of the room and they share their biggest give which is their best idea that they’ve done to grow their practice. And they also asked the group one question to for them to help them have something they’re struggling with. And when you get several million dollars plus practices in a room and you start sharing ideas, it’s one of the most incredible things I’ve ever part of so community is the next one or not all that leads to confidence in what you’re doing. So that’s my five-step process for growing a practice and it works well.

Dr. Barbara Hales: Yes, sounds good. How do you approach patient care and customer service when coaching practice to build strong, long-lasting relationships with patients.

Kevin St.Clergy: It goes back to what I call creating a great experience. And this goes back to what I said just few minutes ago that I think we forget, sometimes we get so bogged down with insurance and we’re having to see 50-60 people a day, sometimes in certain practices, the sitting down and saying, Okay, guys, what are we doing to give them a great experience, for example, when a lot of our clients we work with, we have some marketing automation in place when a patient schedules an appointment, and they show up, they get a personalized handwritten thank you note from the physician in their handwriting. The physician never touched it. But you can’t I can’t tell you how many doctors are calling me saying, well, I think I can learn a lot from you guys. Because I’m blown away with how many patients said thank you for the thank you notes, you’re the only one that I got this year. Or when we’re we have other things that we do like we have some marketing automation, where on their birthday, the office gets together and records a recording that we use for everyone. And they’re delivered a voicemail that skips the phone call goes right to their voicemail of the physician’s office singing that patient Happy Birthday, on their cell phone.

So, there’s little things you can do to make deposits into what I call an emotional bank account. So, when the topic of your practice or what you’re doing comes up, people immediately think of you because I don’t think our I know that our patients don’t have the technical know-how to judge the success of their appointment. If they feel better, I get it. But a lot of times they’ll revert back to feeling instead of results. And if they don’t feel like the doctor talked to them or spent enough time with them, or they were mistreated by the front desk, or they didn’t get a handwritten thank you note or the personal phone call like my physician did after she heard something happened to me and I unfortunately go to the hospital. Those are the types of things that I think it takes to build really good quality relationships that are gonna get you the referrals that we all want, and need.

Growing A Successful Medical Practice

Dr. Barbara Hales: Yeah, I think you’re absolutely right. Before you start marketing for a client, is there anything that makes you unique in this approach?

Kevin St.Clergy: I say results, we try to find out, we interview the client to make sure they’re going to be a good fit for our values, and that they actually want to grow? Are they going to make time to show up for the call? So there’s an interview that we take our physicians through to say, Okay, can you make this a priority, or at least have somebody on your team that can take charge of this, to make sure that you’re very clear on the results, you’re getting the return on investment that you’re getting, and we like to meet with our clients live on the telephone, once a month, preferably once a quarter at a minimum so that we can convey those results that they’re getting?

And there’s also things that we find when we’re starting to work with a physician group, for example. I had somebody last week that said, you know, I’m not really impressed with your marketing. And I said, really? Well, let’s go look at the results. I’m showing 22 new patient calls from your tracking numbers online. Yeah, but we only scheduled two new patients. I’m like, well, wait a minute, let’s talk about responsibilities here. My responsibility is to make the phone ring generate a text message; a form fills your team’s responsibility is to convert that lead into an appointment. So, we try to go through and make sure that we’re working with somebody with a growth mindset, meaning they’re not suffering from what my TED talk will be about. Paradigm paralysis or paradigm blindness, that’s where your way of doing something becomes the only way of doing something and you become uncoachable. And things are changing, and the patients are changing and their expectations are changing. If we don’t change with them, then the practice is going to go away.

Dr. Barbara Hales: Do you ever have an initial assessment in person or is there really?

Kevin St.Clergy: Not this day and age, if they’re on some of our advanced coaching programs, some people just pay us for digital marketing. Other physicians pay us to work with their entire practice. If they’re paying us and one of those higher end coaching models, we do try to go out to their office at least once, preferably twice a year. In fact, I’ve got to go to a team retreat in Long Island. In June, for a very large client where we twice a year I fly in, we get their team off site, we close the office for a day, which freaks a lot of physicians out. But it’s so addictive. Once you start doing and you start developing your team, they actually start to look forward to it. And it’s not a bad thing we meet from 9am until 2pm. We do some team building exercises, we look at some challenges, we get some goals of what we need to do better or differently. We look at habits that we’ve got and each position in the practice to see if there’s some things that we can do to develop the team as well. And we provide training. So yes, I absolutely try to get out there as much as I can. If they’re on that particular package with the digital marketing. Usually, a zoom calls each month is plenty or once a quarter if that’s what they prefer.

Dr. Barbara Hales: What advice would you give a physician that is struggling to grow their practice?

Kevin St.Clergy: I would advise them to get somebody who’s outside of their organization. Sometimes there’s a book called The Structure of Scientific Revolution. And in that book, it talks about scientists and when they’re doing studies and the reason Also those studies fit into what they expected to happen, their paradigm, their way of thinking their set of rules, everything was fine. But when the results started looking differently than what they expected, it was almost like the data didn’t exist, they were incapable of seeing that this was real, and what the solution was or what the solution wasn’t to run the run the test over and over again, definition of insanity. But I think the same thing holds true with physicians, if you’re struggling with growing your practice. Sometimes, as that book proved, it’s physically impossible for us to see the solution without bringing an outside perspective.

That’s why I’m number two on growing a successful practice, I use coaching. Because if you can bring in a professional coach who can pull you out of what you’re doing, make an accurate assessment of what’s going on be honest and upfront with you. Sometimes employees want to keep their job, they’re a little shaky to rock the boat, which is another discussion, another call someday, having feeling good enough to where you can be honest in your organization about what’s going wrong. But I think pulling in a coach to do an assessment from outside that’s not tied down with your paradigms, your rules, your way of thinking, is the best thing. I can know how or join a mastermind group where other successful physicians can help you step out of the box and take a look at the way you’re running things too.

The Importance Of Online Reviews For Medical Practices

Dr. Barbara Hales: I think that’s good. Now what I’d like to ask you, which is what I ask everybody that I’m interviewing is, could you at this point, give us two tips for our listeners so they can then implement right away to help them be more successful?

Kevin St.Clergy: Oh, yes, I’d say the first tip, and this is something that a lot of physicians don’t pay attention to that I’m finding, and that’s get online reviews. And I would automate the process, which is the second tip is use marketing automation. A lot of people don’t know what that is. And I’ll go into it briefly. But if you look at one thing, a litmus test for your practice, I always ask physicians, I just did a talk at an academy meeting last week, and I just asked the entire group, you know, how many of you have looked at a review in the last 30 days and 100% of the room raise their hand. And then when I asked, well, how many of you have looked at your reviews, and about half the room, raise their hand.

And so, get as many as reviews as you can, Google is looking for the quality and quantity of the reviews that you get, and also the percentage of reviews that you respond to. And depending on who you look at there’s HIPAA compliance issues. A good way a bad way. Wouldn’t be careful with that. But I see it time and time again, when a physician contacts us and says yes, a little slower than it has been before. And we just Google their practice and their town or their what they do their specialty. So, urology, St. Louis. And we can see that first of all, sometimes they’re nowhere to be found. That’s a whole another issue. But when we do find their reviews, and they’ve got a 4.5 rating, and there’s other with 20 Reviews, and they’ve got other physicians that have 200 reviews, with a 4.8 rating, which physician are you going to click on first, which one I would choose.

Dr. Barbara Hales: What I what I have always found surprising is that, you know, if I go for manicure, and I leave the salon, within an hour of leaving the salon, I get a text message from a service asking me to rate how many stores and Anna review from a salon. And the same goes for when my dog goes for a spa treatment or any other like ancillary program, you would think that, if so many other avenues of our life are taken up with, you know, this automated review request that, you know, professionals would jump on board. And certainly time.

Kevin St.Clergy: Yeah, I’d save some time. And I’m telling you, this is one of the few services I’ve ever offered in 20 years I’ve been doing this where we guarantee results, we have a HIPAA compliant solution that hooks it to EMRs. And it works 100% of the time, if they don’t get more new reviews in 90 days with using the system. Because what we do is when we automate things, it completely eliminates the human element. When people are trying to do it manually. People forget we get busy. There’s 15 People in the waiting room, there’s 510 calls coming in every minute for busy practices, they don’t have time and when we automate it, but also write the emails in a way that sounds like they’re actually coming from a human being.

It’s pretty amazing what can happen. I mean, we have the graphs that can show the dinking along few reviews here and there. But when they start to market automation, and they just ask it goes up. But what I’m finding is a lot of physicians are scared to ask Do you know why? They’re scared they’re gonna get a bad review. And I think what they need to understand is that it’s not a matter of if you’re going to get a bad review. It’s a matter of when and if you don’t have a process in place to get the patients that know you trust you love you. To leave you a good Review you run the risk of only having the bad people tell their opinions of your practice.

Dr. Barbara Hales: That’s for sure. Now, do you recommend that patients go to Yelp? Or are there other sites that you would also recommend?

Kevin St.Clergy: Without getting in trouble? I don’t, I don’t really like Yelp, because it’s a pay to play model. And they can argue with me all they want. But I don’t think Google is a big fan of Yelp, either, because they’re not showing them in the searches as much. I could be totally wrong. But I’d say Google is your best bet. They do a good job of monitoring the reviews, they’re starting to pull reviews that they feel are fake or not real off. They’re catching people that are doing some shady things. So, I find that Google is the best place to focus on and I think for patients too. It’s a great place to go.

Dr. Barbara Hales: Okay, well, that’s great. This has been very interesting. Interview. I’ve really enjoyed it. And I’m sure our listeners have also, thank you very much for being with us today.

Kevin St.Clergy: You’re welcome. Thanks for having me.

Dr. Barbara Hales: This has been another episode of Marketing Tips for Doctors with your hosts, Dr. Barbara Hales. Til next time!

The post Contributing To Building A Successful Medical Practice And Creating A Positive Patient Experience first appeared on The Medical Strategist.

View Details

In this episode, Barbara and Kevin discuss:
Why you should gain help in setting up a cyber security?
How can a medical practice market its cybersecurity capabilities and use them as a competitive advantage?
*What steps small businesses should take to ensure it is protecting sensitive data and meeting compliance requirements?

Key Takeaways:
“Encryption is the only safe harbor for a data breach. Everybody should write that down.” – Kevin Fream

Connect with Kevin Fream:
Website: https://www.matrixforce.com/
LinkedIn: https://www.linkedin.com/in/kevinfream/
Instagram:
YouTube: https://www.youtube.com/user/kevinfream
Twitter: https://twitter.com/kevinfream?lang=en

Connect with Barbara Hales:

Twitter: https://twitter.com/DrBarbaraHales
Facebook: https/www.facebook.com/theMedicalStrategist
Business Website: https://www.TheMedicalStrategist.com
Email: halesgangb@aol.com

YouTube: https://www.Youtube.com/TheMedicalStrategist
LinkedIn: https://www.linkedin.com/in/barbarahales

Books:
Content Copy Made Easy
14 Tactics to Triple Sales
Power to the Patient: The Medical Strategist

TRANSCRIPTION (154)

Dr. Barbara Hales 00:00
Well, welcome to another episode of marketing tips for doctors.

I’m your host, Dr. Barbara’s house. And today we have with us, Kevin Fream. He’s an interesting guy who states most people don’t understand the game they’re playing and get frustrated in business, cyberspace, and life. He says “I help you streamline your technology and have greater peace of mind. And let’s face it, that’s something we could all use.”

Kevin Frame is CEO of Matrix Force and creator of the patent-pending delta method, saving clients billions with eBay. He is the author of the number one bestselling book, Easy Prey, Streamlining Technology, and Changing Your Game, along with featuring a featured speaker at Harvard, NASDAQ, Coca-Cola, and Microsoft. Kevin also appears frequently on ABC, NBC, CBS, and Fox News and on an ongoing nationwide tour to warn the public about the perils of cybercrime, and ransomware.

Most business owners are just trying to go the distance, but they have IT support motivated to work against them. That’s why Kevin enjoys working with business leaders who understand cybersecurity can be a competitive advantage. We are most fortunate to have Kevin with us today. Welcome to the show, Kevin.

Kevin Fream 01:50
Barbara, thank you so much. You know, that’s really humbling coming from a poor handicap kid in rural Oklahoma. But this is such an important topic for your audience that I really do believe cybersecurity should be part of your competitive advantage and be used as part of your marketing, especially in medicine.

Dr. Barbara Hales 02:13
Now, nobody says when they’re little children, I”‘m going to grow up to do cybersecurity”. So how did this happen?

Kevin’s Cyber Security Journey