Latest / Hey Docs! / Adapting to the Digital-First Era with Bidview Marketing Founder Cameron LiButti

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Adapting to the Digital-First Era with Bidview Marketing Founder Cameron LiButti · Hey Docs!

0:06
Speaker 1: Welcome to the Haydock's Podcast with your host Jill Allen.
0:10
Speaker 1: Today I am joined by Cameron Lebooti, founder of Bidview Marketing.
0:14
Speaker 1: Cameron works with healthcare professionals to help them improve how
0:18
Speaker 1: they attract, convert, and retain new patients in an increasingly
0:22
Speaker 1: competitive and digital first environment. From how calls are handled
0:26
Speaker 1: at the front desk to how practices show up in
0:28
Speaker 1: AI driven results, small details are having a bigger impact
0:32
Speaker 1: than ever. In this episode, we're breaking down what practices
0:35
Speaker 1: should be paying attention to, where opportunities are being missed,
0:38
Speaker 1: and how to build a marketing strategy that actually drives growth.
0:42
Speaker 1: So let's dive in, and now a word from the
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2:22
Speaker 2: Cameron.
2:23
Speaker 1: Nice to have you on Haydocks. Thanks for being here today.
2:26
Speaker 3: Thanks Jill for having me.
2:28
Speaker 2: Yes.
2:29
Speaker 1: So, the way I like to start off Haydocks is
2:31
Speaker 1: I love it if you could share with us just
2:34
Speaker 1: a little bit about yourself, your background and what you
2:38
Speaker 1: do with bidview marketing.
2:40
Speaker 3: Well, so, my background, as I have come to learn
2:43
Speaker 3: over the last few years, is unique for marketing. I
2:46
Speaker 3: used to be an engineer actually, and like most things
2:51
Speaker 3: in my professional life after engineering, they were unintentional. I
2:55
Speaker 3: got into the marketing world, the agency world, after a
2:59
Speaker 3: doctor in twenty nineteen. Family friend heard me speaking just
3:03
Speaker 3: we were hanging out for Christmas, and he said, you
3:06
Speaker 3: talk differently about marketing. I had been doing marketing for
3:08
Speaker 3: a company and myself for seven years at that point,
3:12
Speaker 3: and I laughed and I said, I have nothing to
3:14
Speaker 3: sell you, so that's probably why I talked differently. And
3:19
Speaker 3: he said, you know, can you help me? And these
3:20
Speaker 3: were the good old days of optimizing Google business profile
3:24
Speaker 3: and the phone would just start to ring and right,
3:26
Speaker 3: so it was compared to today, what we did for
3:30
Speaker 3: him was pretty easy, and his phone calls tripled. I
3:33
Speaker 3: remember this was May of twenty nineteen, and I remember
3:37
Speaker 3: that Christmas, that following Christmas, like that December. They have
3:41
Speaker 3: a board. He was an audiologist sales hearing aids a board.
3:44
Speaker 3: He said in his thirty years of practice, that board
3:46
Speaker 3: had never been full waiting for pickups, and it was full.
3:50
Speaker 3: And at that time it was just Google Business optimization,
3:53
Speaker 3: and we still do that. I still think that's a
3:55
Speaker 3: great referral source. But that's how we got going, and
3:58
Speaker 3: then some of the other things that got going because
4:01
Speaker 3: of the engineering career, because I didn't work in an agency,
4:03
Speaker 3: so I didn't know. While I had consulting experience from
4:06
Speaker 3: the engineering world, I just carried that over into the
4:08
Speaker 3: marketing world, and that unintentionally positioned my company a little differently.
4:14
Speaker 3: How do you price things? Why do we price things?
4:16
Speaker 3: How do we figure things out? I always joke that
4:19
Speaker 3: in the engineering world, I was designing mechanical systems for
4:22
Speaker 3: high rises and so heating and cooling. If something went
4:27
Speaker 3: wrong there, I was going to get too soon. At
4:30
Speaker 3: least that doesn't really happen in marketing. But I still
4:34
Speaker 3: apply similar methodologies. Work my way back, meaning you know,
4:37
Speaker 3: what's her end goal? What are we trying to do?
4:39
Speaker 3: And the best example I can give is when we
4:42
Speaker 3: work with two types of the same doctors. I have.
4:45
Speaker 3: One comes to mind, middle of Nebraska. She actually has
4:47
Speaker 3: no competition in her industry. I'm sure people listening would
4:50
Speaker 3: love to be in her situation.
4:53
Speaker 1: I say, those diamond in the roughs right right.
4:56
Speaker 3: She has a hungry audience and a great location. To me,
5:00
Speaker 3: she says, well, what's this going to cost? And I
5:02
Speaker 3: Katie item names, Katie. I said, I will build you
5:05
Speaker 3: a website and we'll clean everything up. But then you
5:08
Speaker 3: know you're good. She said, why I was paying that
5:10
Speaker 3: marketing company, you know, thousands of dollars. I said, if
5:13
Speaker 3: you want to run ads, sure, but like you're by
5:15
Speaker 3: default just gonna win. And so that was the engineering
5:19
Speaker 3: mentality of what do we have to do to win?
5:21
Speaker 3: In her case, it was build a nice website, understand
5:23
Speaker 3: her position or market, make sure the website stays clean,
5:27
Speaker 3: and optimize. But after that, there wasn't a whole lot
5:29
Speaker 3: of people to be on the flip side. We have
5:31
Speaker 3: practices in Manhattan. It doesn't stop, right, it doesn't stop.
5:37
Speaker 3: We are just bombarded with competition and ads and marketing.
5:41
Speaker 3: We have a client there is now competing against a
5:43
Speaker 3: funded startup, which is just mind blowing. How much we
5:46
Speaker 3: found out how much money they're spending, and it's just
5:49
Speaker 3: they're willing to operate at a loss. So you're just
5:51
Speaker 3: competing completely differently, and so that again it's like, what
5:54
Speaker 3: are we trying to do. Let's work our way back
5:55
Speaker 3: and that that's kind of the foundation of where I
5:58
Speaker 3: came from and how good you are.
6:00
Speaker 1: Yeah, I love that It's always fun to hear those
6:03
Speaker 1: foundation stories and hear how people got into the industry.
6:08
Speaker 1: So I know we're going to have this really great
6:10
Speaker 1: talk about marketing today, and I know that marketing it
6:13
Speaker 1: doesn't matter if we're talking about dental specialty, audiology, you
6:18
Speaker 1: know all of it. There are fundamental pieces that are
6:22
Speaker 1: important no matter which specialty we're in. And one of
6:26
Speaker 1: the topics that I wanted to talk to you about
6:28
Speaker 1: and just get your opinion on, because I think this
6:31
Speaker 1: is really changing in our industry, and I think some
6:35
Speaker 1: of this is driven by the generations that are now
6:40
Speaker 1: entering our practices. We've got such a vast array of
6:43
Speaker 1: patients that could be coming in from the tail end
6:46
Speaker 1: of baby boomers all the way up in our ortho
6:50
Speaker 1: industry all the way into alphas now, and how we
6:53
Speaker 1: are marketing to all these different generations. And one of
6:56
Speaker 1: the things that has really changed in our ortho industry
6:59
Speaker 1: is the idea of picking up our phones answering that
7:04
Speaker 1: new patient phone call and people asking that very transparent question,
7:11
Speaker 1: how much does this cost? And we can have to
7:15
Speaker 1: deal with that from our websites, we can have to
7:18
Speaker 1: deal with that from our phone calls. And I'm curious
7:21
Speaker 1: to get your take from a marketing perspective on what
7:26
Speaker 1: should we be thinking about. You know, in the past,
7:30
Speaker 1: in our industry, it was like such taboo. We never
7:32
Speaker 1: say anything and we give these vast you know, its
7:36
Speaker 1: could be a dollar to ten thousand dollars. It really
7:39
Speaker 1: depends on your case. So I think this will be
7:42
Speaker 1: just a great discussion to hear your point of view
7:44
Speaker 1: from a marketing knowing that you work in a lot
7:47
Speaker 1: of different industries outside of just our specialty, what do
7:51
Speaker 1: you think practices should be thinking about when they get
7:55
Speaker 1: that question asked to them and how they should be
7:57
Speaker 1: positioning themselves.
8:00
Speaker 3: So you said it positioning themselves, so work back from
8:04
Speaker 3: your position in your industry. So there's no hard and
8:08
Speaker 3: fast answer that I will give you here. I will
8:11
Speaker 3: say it depends on who you are. And so there
8:14
Speaker 3: are college classes that are all about pricing, right, so
8:19
Speaker 3: you can go take those classes and what's the most
8:21
Speaker 3: efficient pricing model for said service or product. We have
8:25
Speaker 3: clients that put their pricing on their website. We have
8:28
Speaker 3: clients that won't give it to you until you're ready
8:32
Speaker 3: to make the purchase. And then we have others that
8:35
Speaker 3: will talk to you on the phone. So in our
8:37
Speaker 3: healthcare practices, some take insurance, some don't. So that's another
8:42
Speaker 3: part of the equation of do we want to put
8:44
Speaker 3: this on our website? So know your position in the market.
8:48
Speaker 3: So obviously you could have high volume, low cost. Is
8:51
Speaker 3: that the type of position you have in your market?
8:54
Speaker 3: In those situations, usually you position with your pricing, So
8:58
Speaker 3: I Costco comes to mind. Whether you're buying hearing aids
9:01
Speaker 3: or eyeglasses from Costo, their market position is that this
9:05
Speaker 3: is cheaper. So if you'd like to compete, if in
9:09
Speaker 3: the hearing aid world it's called a dispenser, or in
9:11
Speaker 3: the orthodox world, if you have a low cost solution,
9:14
Speaker 3: you can position, you can anchor against pricing, and I
9:17
Speaker 3: would recommend that you probably do that if you are
9:21
Speaker 3: This gets a little sensitive depending on the doctor. But
9:24
Speaker 3: all being healthcare, some see themselves as we are healthcare
9:29
Speaker 3: and these devices just to help us do our job. Right,
9:32
Speaker 3: It's a different position to have, and so in those
9:35
Speaker 3: cases you really need to sit down and map out
9:38
Speaker 3: why your healthcare solutions are better. So if we're working
9:43
Speaker 3: with a private practice that is cash only, everything about
9:47
Speaker 3: that pricing model has to be tight. The other thing
9:51
Speaker 3: about that is you have to consider where you're located.
9:54
Speaker 3: So I'm in Chicago. Chicago has a wide range of
9:59
Speaker 3: demograph and income levels. One of our practices is and
10:03
Speaker 3: one of the probably one of the top ten wealthiest
10:06
Speaker 3: zip codes in the country. She can do things in
10:09
Speaker 3: her practice that just would not work anywhere else. Her
10:12
Speaker 3: office looks like an Apple store, but she you know,
10:16
Speaker 3: the network people just strolling by every day, so it
10:19
Speaker 3: works for her. She can charge people to come back
10:22
Speaker 3: in to do rehabilitation that just insurance doesn't cover. And
10:25
Speaker 3: so she understands that certinsition. She understands that at her
10:29
Speaker 3: other location down in the city, she's just competing on price, right, Like,
10:34
Speaker 3: she gets that, So you have to look at where
10:36
Speaker 3: you're located. Can your patients or potential patients support that.
10:40
Speaker 3: I mean a lot of holistic type doctors contacting me
10:44
Speaker 3: right now, and they are operating more like financial advisors. Right.
10:49
Speaker 3: So I've worked with a handful and the financial advisor
10:52
Speaker 3: always goes, you know, where can I get a million
10:55
Speaker 3: dollars net worth? People kind of laugh. I'm like, well,
10:58
Speaker 3: they're not online, they're the golf course, They're they're making
11:01
Speaker 3: friends so you better figure out how to get into
11:04
Speaker 3: those circles. If that is your clientele, we can make
11:07
Speaker 3: pretty websites, but the phone's not going to blow up.
11:10
Speaker 3: On the flip side, if you want to compete with Costco,
11:13
Speaker 3: the phone's going to rank a lot. So understanding where
11:16
Speaker 3: you align in your position. And you know, this is
11:20
Speaker 3: kind of faux pau when somebody says.
11:22
Speaker 4: I serve everybody, Like do you really Yes, yeah, you don't,
11:26
Speaker 4: And everybody I've gotten to narrow down has had much
11:29
Speaker 4: better financial success once they identify that.
11:33
Speaker 1: Yeah, I really like what you had to say there,
11:35
Speaker 1: because I think for a lot of my listeners, especially
11:39
Speaker 1: if you're a startup practice or a new practice, you know,
11:42
Speaker 1: one of the things that you have to focus on
11:45
Speaker 1: is how are you going to position yourself in the
11:49
Speaker 1: market that you're coming into. And to your point, Cameron,
11:52
Speaker 1: if you think that, yes, I'm just going to treat everybody,
11:56
Speaker 1: Yes I'm going to serve everybody, that may be the
11:59
Speaker 1: first level I want to provide care to everybody, But
12:02
Speaker 1: who really are you? I mean, you've got to dial
12:05
Speaker 1: that in and really think about that to your point,
12:08
Speaker 1: or you're just going to have this really watered down marketing.
12:12
Speaker 1: I think presence out there and when we think about
12:16
Speaker 1: do we put pricing on or not.
12:18
Speaker 2: I love what you said.
12:20
Speaker 1: It may be very appropriate for some of you docs
12:23
Speaker 1: to say, yes, absolutely, I'm really going after that gen
12:27
Speaker 1: X gen Z market and I want transparency. I want
12:31
Speaker 1: to lead with transparency. That's part of my core values.
12:34
Speaker 1: And I want to have an easy access for patients
12:37
Speaker 1: to have an understanding of where my pricing is going
12:40
Speaker 1: to be. Or to your point, you're setting up a
12:43
Speaker 1: more boutique practice and it wouldn't make sense for you
12:47
Speaker 1: necessarily because that kind of takes some of the allure
12:51
Speaker 1: of what am I getting when I go in there
12:53
Speaker 1: and I get to meet this doctor, right, So I
12:56
Speaker 1: love the idea of working with a marketing company to
12:59
Speaker 1: help you also develop out what that means instead of
13:02
Speaker 1: just taking this blanket approach. Well, I heard in the
13:05
Speaker 1: Facebook group that I need to put my fees on
13:08
Speaker 1: my website or I need to answer to the penny
13:11
Speaker 1: what my fees are going to be if somebody calls in,
13:13
Speaker 1: and therefore that's what I'm going to do. And there
13:15
Speaker 1: isn't really a strategy behind it.
13:18
Speaker 3: Yeah, always knowing with who you are. You bring up
13:20
Speaker 3: an important point about when somebody calls, Like, I think
13:24
Speaker 3: that's one of the most overlooked areas of business improvement
13:29
Speaker 3: because it kind of operations. People know it, but if
13:31
Speaker 3: you're not with a good operations person or a consultant,
13:34
Speaker 3: that can get overlooked and the marketers tend not to
13:37
Speaker 3: touch it. I don't know about you, but I end
13:39
Speaker 3: up somewhere learning lignes with operations when I find out, like, hey,
13:44
Speaker 3: your closes rates are low or your appointment rates are low,
13:47
Speaker 3: It's like, all right, what are your I call messopiece?
13:49
Speaker 3: But what are your phone answering protocols? And the bigger
13:52
Speaker 3: the practice gets, the more access you have to technology
13:56
Speaker 3: that can help you dial that in. So, yeah, that's
13:58
Speaker 3: the other piece to what do we price? Like how
14:01
Speaker 3: do you answer that phone? Answer that question? Well?
14:03
Speaker 1: And I say this all the time to my doctors
14:05
Speaker 1: when I'm working with them. You can throw all kinds
14:07
Speaker 1: of money at marketing, but if you don't know how
14:09
Speaker 1: to close, and you don't know how to get the
14:12
Speaker 1: patient from contact to contract, you're just spending a whole
14:16
Speaker 1: lot of money in marketing. So it really is so important.
14:19
Speaker 1: There's two sides to that coin. There is the what
14:22
Speaker 1: are you doing and what strategy are you taking in
14:24
Speaker 1: the positioning and how those funds are being spent, but
14:27
Speaker 1: also what are you doing to make sure if you
14:30
Speaker 1: do get them in the door, what is happening or
14:33
Speaker 1: you get them to actually reach out and contact you
14:35
Speaker 1: through that email or through the text on your website
14:40
Speaker 1: or through the phone.
14:41
Speaker 2: You know however that's going to be.
14:43
Speaker 1: So I want to switch gears a little bit now,
14:46
Speaker 1: and you know, the hot topic is AI AI AI right,
14:50
Speaker 1: you know, I mean almost to the point of like,
14:52
Speaker 1: oh my gosh, not another discussion on AI. But I
14:56
Speaker 1: think it's a really fun topic to have with my
15:00
Speaker 1: marketers that come on to Haydocks because it is just
15:04
Speaker 1: such an evolving beast right now, and what we were
15:09
Speaker 1: talking about even six months ago, eight months ago is
15:13
Speaker 1: constantly changing. When we're putting on that AI lens, when
15:17
Speaker 1: we're looking at our marketing efforts, and I want to
15:20
Speaker 1: hear your perspective on what are you seeing right now
15:26
Speaker 1: that we should be paying attention to. Knowing that somebody
15:29
Speaker 1: could listen to this podcast two years from now and
15:31
Speaker 1: be like, yeah, that is so old, you know, all news.
15:35
Speaker 1: But I mean, we're living in it right now. We're
15:37
Speaker 1: living in that turnover right now. But what do you
15:40
Speaker 1: think practices should be paying attention to when we think about,
15:44
Speaker 1: especially now this AI driven search, because that has I
15:48
Speaker 1: think that's just rocked our world. You know, we went
15:49
Speaker 1: from keyword searches and ad spend and all these different things,
15:54
Speaker 1: and now we're having to totally reevaluate the way our
15:57
Speaker 1: website is worded. May have just done a brand new
16:01
Speaker 1: website and be like, oh, shoot, that doesn't really have
16:03
Speaker 1: any questions on it or doesn't have anything that AI
16:05
Speaker 1: can read. So I'd love to hear your thought on
16:08
Speaker 1: what do we need to be paying attention to right
16:10
Speaker 1: now twenty twenty six, And maybe if you've got a
16:14
Speaker 1: little bit of a crystal ball.
16:15
Speaker 3: A little bit, a little bit. There's a lot of
16:18
Speaker 3: history that people don't know about. But I always like
16:20
Speaker 3: to start with AI defining it because if you are
16:23
Speaker 3: not in the space, So again I unintentionally walk backwards
16:27
Speaker 3: into this last summer. I have been part of the
16:30
Speaker 3: AI community pretty much since I started a bit of view.
16:33
Speaker 3: I had a developer license into GPT two, and so
16:38
Speaker 3: you don't meet many people that were like, yes in it.
16:40
Speaker 3: Then I was early on it. But I like to
16:43
Speaker 3: define what AI is before we move into talking about
16:48
Speaker 3: what you asked. So you defined one side of it,
16:50
Speaker 3: which is AI search. To me, we use the words AI.
16:54
Speaker 3: That's not really what AI is, and we'll get into that,
16:57
Speaker 3: but I do that all the time. The other side
17:00
Speaker 3: of AI is the AIS going out and doing things,
17:03
Speaker 3: and if you're curious about that, I'd love to talk
17:06
Speaker 3: about that topic. I have a whole computer in my
17:08
Speaker 3: office dedicated to just running AIS, but on the AI search.
17:13
Speaker 3: This is really helpful for a history lesson. So Google
17:17
Speaker 3: in twenty fifteen sixteen. Up until that point they had
17:20
Speaker 3: a little over ten thousand people on staff that every
17:24
Speaker 3: day showed up and tweaked the dials to the algorithm.
17:26
Speaker 3: Most people don't know that, and I forgot exactly what
17:30
Speaker 3: it was like hundreds of teams of like fifty they
17:33
Speaker 3: had and they would all be responsible for different parts.
17:36
Speaker 3: And then Google one of the few there's very few
17:40
Speaker 3: actors in the AI space that have gotten us here today,
17:42
Speaker 3: which is also an incredible story. They were one of
17:45
Speaker 3: the few actors that started to figure out machine learning,
17:48
Speaker 3: and so it was always referred to as machine learning,
17:51
Speaker 3: and Google in two thousand and fifteen sixteen switched from
17:55
Speaker 3: a human led algorithm to machine learning led them machine
18:01
Speaker 3: learning is what AI was, what AI is. It just
18:04
Speaker 3: was rebranded sometime in twenty nineteen ish when open ai
18:11
Speaker 3: kind of started to come onto the scene. But the
18:13
Speaker 3: machine learning algorithm was just based on actions people would
18:17
Speaker 3: take on Google, and Google would self learn and self correct,
18:20
Speaker 3: and at that time it was roughly twice a year
18:24
Speaker 3: that the algorithm would update. And now we've transitioned into
18:28
Speaker 3: twenty twenty six where every CEO is like I needed
18:31
Speaker 3: to be doing AI optimization. I need It's like, hold
18:34
Speaker 3: on a second, what exactly are we optimizing for and
18:39
Speaker 3: why is it different than what we've been doing, what
18:43
Speaker 3: you should have been doing for the last ten years.
18:46
Speaker 3: And I'm finding out that most people just weren't doing
18:50
Speaker 3: the right things anyway for the last ten years. So
18:53
Speaker 3: I would tell everybody to calm down on panicking over
18:57
Speaker 3: crazy changes and understand that at the machine we have
19:01
Speaker 3: today these AI so the big three are going to
19:04
Speaker 3: be Google, Gemini, Chat, GPT, and then clawed. Those are
19:08
Speaker 3: still very much prediction engines. And where do they get
19:12
Speaker 3: their information right. There was court cases over this, but
19:15
Speaker 3: they scraped Google's results. Where do Google's results come from?
19:18
Speaker 3: They come from SEO. And when people are selling AI
19:22
Speaker 3: services or solutions and they're like, we can rank you,
19:25
Speaker 3: we can do this. My first question is show me
19:27
Speaker 3: a business that is not ranking in the top three
19:30
Speaker 3: in Google results that is ranking in AI. So I'll
19:33
Speaker 3: say that again, how many businesses can you find that
19:36
Speaker 3: rank in AI but don't rank in traditional search engine?
19:41
Speaker 3: You will be hard pressed to figure that one out
19:44
Speaker 3: because they're scraping Google. Looking at Google like, that's where
19:48
Speaker 3: the data is indexed, That's where the data is housed,
19:51
Speaker 3: That's where the data is organized. And these prediction machines
19:53
Speaker 3: are learning. That's not to say that they are slightly different.
19:57
Speaker 3: There are some differences, but I would tell a business
20:01
Speaker 3: owner that the difference isn't focusing on the optimization of AI.
20:05
Speaker 3: It's focusing on your PR It's are you showing up
20:10
Speaker 3: on YouTube? If Reddit is a big in your industry,
20:13
Speaker 3: are people talking to you about you on Reddit? Are
20:16
Speaker 3: you posting on LinkedIn? Are you doing these? What I
20:19
Speaker 3: refer to in technical optimization citations, what a business owner
20:23
Speaker 3: should think about is just good pr Are you doing
20:28
Speaker 3: those things? Because those are the little differences. Did you
20:31
Speaker 3: sponsor your kids little league? Did you like, are you
20:35
Speaker 3: part of the community. We have practices that get involved
20:38
Speaker 3: with like the local radio stations. So those are the
20:41
Speaker 3: little data points that I would say can help with AI.
20:44
Speaker 3: It's going to help with traditional SEO. Two. It just
20:47
Speaker 3: seems like if we are to kind of draw a
20:49
Speaker 3: line and figure out where the differences are, that's where
20:51
Speaker 3: it is. And then if I have a crystal ball
20:54
Speaker 3: the SEO people of the world don't like me to
20:56
Speaker 3: say this, but we're going to look back in a
20:59
Speaker 3: couple of years and be like, can you remember the
21:00
Speaker 3: days we just sorted through all of those listings on
21:03
Speaker 3: the internet. Like it's just a more efficient way to
21:07
Speaker 3: go about it, right, Like you just ask AI, talk
21:10
Speaker 3: to it. You give it how you're feeling, any data
21:13
Speaker 3: you have, and it starts to build an understanding of
21:16
Speaker 3: who you are and it'll give you the right results.
21:18
Speaker 3: So to a business owner, to me, to you, that
21:22
Speaker 3: sounds stressful because how do we map that data, how
21:24
Speaker 3: do we define that data? How do we look at
21:26
Speaker 3: that data? Pretty much right now, any I have there's
21:29
Speaker 3: a few that may be starting to figure it out,
21:32
Speaker 3: but none of the AI trackers I'm very confident in.
21:36
Speaker 3: I still use the traditional SEO tools to look at
21:39
Speaker 3: keywords because it's still the best breadcrumb trail to figure
21:43
Speaker 3: this out. But we don't have great insights. And the
21:47
Speaker 3: reason we don't have great insights is because this was
21:49
Speaker 3: an example I gave to a friend the other day.
21:52
Speaker 3: I type in pizza, Jilly, you type in pizza for me.
21:55
Speaker 3: That means I want to go buy pizza for you.
21:57
Speaker 3: That means you want a pizza recipe. The ais are
22:00
Speaker 3: going to know this about us. Google kind of already does,
22:02
Speaker 3: and the a's are going to get really good at it.
22:04
Speaker 3: And so as a SEO company or a marketing company
22:08
Speaker 3: that needs to look at data like it's I can't.
22:11
Speaker 3: I can't take Jill Allen ICP and stick it. It's
22:16
Speaker 3: very hard data to map. So the data is going
22:18
Speaker 3: to get murky here soon, but today it's still traditional SEO.
22:23
Speaker 3: It is making all the outputs a little wonky, but
22:26
Speaker 3: don't panic still do the right thing as far as.
22:30
Speaker 1: Yeah, I love that, and this is we're kind of
22:33
Speaker 1: like the wild wild West right now. It is really
22:36
Speaker 1: and I'm not in the industry at all the way
22:38
Speaker 1: you are, and I just I look at it, and
22:40
Speaker 1: I look what's happening with my clients, and everybody's kind
22:43
Speaker 1: of got a different idea or.
22:45
Speaker 2: Thought on it.
22:45
Speaker 1: And I love the way you just explain that because
22:49
Speaker 1: it seems very easy to understand.
22:51
Speaker 2: So I appreciate the history lesson there. I am kind
22:54
Speaker 2: of curious.
22:54
Speaker 1: This is a total side rabbit trail, and we don't
22:58
Speaker 1: have to go too far down it, but I'm curious
23:01
Speaker 1: what's going to happen because even though Gemini claud In chatterall,
23:05
Speaker 1: as you said, kind of scraping, what Google is finding,
23:09
Speaker 1: where my mind goes is, well, you may rank differently
23:15
Speaker 1: depending upon who your bot is that you use, I
23:20
Speaker 1: would think, And I'm curious to know, because like if
23:24
Speaker 1: we were to say, well, how do you rank on Google?
23:26
Speaker 1: Google is kind of the master, and if I'm a
23:29
Speaker 1: chat and you're a Gemini bot user and that's who
23:33
Speaker 1: we're using to source our information and whatnot, I'm not
23:36
Speaker 1: making a statement here.
23:37
Speaker 2: I'm wondering could we be.
23:39
Speaker 1: Fed different information even though it's still coming out of Google,
23:43
Speaker 1: just depending upon who our preference is.
23:46
Speaker 3: In Yes, my belief is that. Well, so today it's
23:51
Speaker 3: not really working like that yet. It's showing signs of it,
23:55
Speaker 3: but yes, So a good way to understand this is
23:59
Speaker 3: not to actually look at it to jump. If you're married,
24:02
Speaker 3: you have a spouse, look at their Instagram feed and
24:05
Speaker 3: look at the ads they get delivered your Instagram feed
24:09
Speaker 3: the ads you get delivered. How different they are, right
24:12
Speaker 3: like those. The social media have perfected this. They know
24:16
Speaker 3: who you are right like now. People might argue there
24:19
Speaker 3: was some issues with metam potentially listening to you. However,
24:23
Speaker 3: they just have you mapped so well, they don't need
24:25
Speaker 3: to actively listen to you when I go, you know,
24:27
Speaker 3: I should buy Vitamin D like they don't. They're mapping
24:31
Speaker 3: you and you use your purchase behavior so well that
24:35
Speaker 3: it fuels predictive in that moment. But the AIS will
24:39
Speaker 3: get there too the more you use them. So Claude
24:42
Speaker 3: now pushed a persistent memory update. So my company uses
24:46
Speaker 3: all three, but I personally use Claude the most, and
24:49
Speaker 3: so claud remembers like it knows who some of the
24:52
Speaker 3: people on my team are and staff are. It's going
24:54
Speaker 3: to remember those things if you're just using this as
24:56
Speaker 3: like a casual user. It will start to build a
24:59
Speaker 3: profile who you are, and then to your point, eventually
25:02
Speaker 3: the assumption is yes, you will get very different results.
25:05
Speaker 3: I let's say I went to this chiropractor and I
25:09
Speaker 3: went to this dentist, and it's like, hey, I need orthodonist,
25:12
Speaker 3: and it will recognize things about those, it'll compare those
25:16
Speaker 3: to me, like, oh, he he really enjoyed seeing those doctors.
25:20
Speaker 3: I think he should go see this. And I assume
25:23
Speaker 3: that's where we will get to. It brings us all
25:26
Speaker 3: the way back to some of our earlier conversations. You're
25:28
Speaker 3: positioning matters, right, like who you serve matters, and it's
25:32
Speaker 3: going to become more important. So yeah, there's three caps
25:35
Speaker 3: not there today, but does feel like it's going on.
25:37
Speaker 1: Yeah, yeah, Well this will be fun to have a
25:39
Speaker 1: conversation a couple of years about this and be like,
25:41
Speaker 1: all right, remember when we talked about it's here, it
25:45
Speaker 1: never went here, and it went totally you know, to
25:47
Speaker 1: the right or to the left. So thank you for
25:49
Speaker 1: entertaining my little rabbit trail there. And now a word
25:54
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Speaker 1: equipment sounds good to you. The AdEx Smart Start is
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Speaker 1: definitely worth a closer look. Just follow the link in
27:00
Speaker 1: the show notes to learn more. Let's kind of swing
27:08
Speaker 1: it back into the practice now and let's go more concrete,
27:12
Speaker 1: a little more traditional when we think about marketing, and
27:15
Speaker 1: I would love to hear your perspective because competition is competition.
27:19
Speaker 1: I always tell my doctors, even if you find that
27:22
Speaker 1: diamond in the rough practice, it's only a matter of
27:26
Speaker 1: time before you have competition. Lucky for you that you
27:28
Speaker 1: got there first, but somebody will always be coming in later.
27:32
Speaker 1: And I would love to hear your perspective on what
27:36
Speaker 1: do you think we need to be doing as practitioners
27:40
Speaker 1: and business owners as far as getting ahead. I'll say,
27:44
Speaker 1: in our world we like to say, oh, we're not competitors,
27:47
Speaker 1: but I mean the reality of it is, we all
27:49
Speaker 1: have a business to run, we all want our lion's
27:52
Speaker 1: share of.
27:53
Speaker 2: The patient pool.
27:55
Speaker 1: And I'd love to hear what you think about that
27:58
Speaker 1: and maybe what you see see practices are missing, maybe
28:02
Speaker 1: some of those fundamental pieces that they may be missing
28:05
Speaker 1: or just aren't thinking about.
28:07
Speaker 3: So we've talked a lot about positionings, so let's jump
28:09
Speaker 3: past it. Let's say you know who you are. The
28:11
Speaker 3: next question is if you are entering a market. Let's
28:15
Speaker 3: say you're a new practice. You've brought that up a
28:17
Speaker 3: couple times, how do you plan to get your first patients?
28:21
Speaker 3: Hopefully you already have experience in this industry. I would
28:24
Speaker 3: assume you do if you're a medical But in most
28:28
Speaker 3: of the practices I've worked with that have launched, they've
28:30
Speaker 3: usually left some type of large medical situation, whether it
28:35
Speaker 3: be a hospital or some medical network, and they're starting
28:38
Speaker 3: out on their own. So there's a few things you
28:41
Speaker 3: want to do immediately. It's figure out you likely are
28:44
Speaker 3: not allowed to contact your past patients. They will be
28:47
Speaker 3: looking for you though, and so it's figure out how
28:50
Speaker 3: to get your name up whether it be we should
28:53
Speaker 3: actually dig into this a little bit more if we
28:54
Speaker 3: have a moment on the difference the way different generations
28:57
Speaker 3: use the INTERNETCE.
28:59
Speaker 2: Let's go, let's go. You take the conversation.
29:02
Speaker 3: So depending on where your your generations, I have a
29:05
Speaker 3: lot to say about that. But before I get into that,
29:07
Speaker 3: you know, depending on where your generations are coming, you
29:09
Speaker 3: want to be posting, Like if it's more baby boomers,
29:12
Speaker 3: make sure you're on Facebook. You could even even like
29:15
Speaker 3: older school locations. More traditional posting in the newspaper might
29:19
Speaker 3: be the right place to do. But figure out how
29:22
Speaker 3: to get your name out there. If you are building
29:24
Speaker 3: your website, make sure you have your practitioner page. I
29:29
Speaker 3: I can't tell you how many medical websites I go
29:31
Speaker 3: into and they don't even have They just have like
29:33
Speaker 3: an about page and it's like they're listed. They're like, no,
29:36
Speaker 3: you need to have doctor Jill Allen needs a website
29:39
Speaker 3: dot com slash doctor Jill Allen page, and it needs
29:43
Speaker 3: to be robust because Google will pick that up quickly
29:46
Speaker 3: and as people search for you, your brand will show up.
29:49
Speaker 3: So what's your initial plan to make sure you're being found?
29:53
Speaker 3: Hopefully that's you've done the math and that can sustain
29:56
Speaker 3: your current iteration of practice. The second step, this is
29:59
Speaker 3: where it gets a little technical. This is usually where
30:01
Speaker 3: we start. It's look at the competition. So we map
30:03
Speaker 3: the competitors and they might not be your competitor from
30:06
Speaker 3: a positioning standpoint, but if someone's typing in orthan hoist
30:10
Speaker 3: and they're showing up above you, they are your competitor
30:12
Speaker 3: digitally at least. And so we start to look at
30:17
Speaker 3: how many reviews do they have? How long has that
30:19
Speaker 3: website been up? This is technical, but what is there
30:22
Speaker 3: a digital authority? And there's a number to assign to that.
30:26
Speaker 3: Those are things you have to consider. And then how
30:29
Speaker 3: close proximity wise is your office to theirs? That's really important. Now,
30:35
Speaker 3: while you might have competition in a radius, ideally you
30:38
Speaker 3: aren't in the parking lot with a practice that's been
30:41
Speaker 3: around for thirty years and has been running digital marketing
30:45
Speaker 3: since two thousand. That is a tough hill to climb.
30:48
Speaker 3: I would say you better have a robust budget and
30:50
Speaker 3: a strong stomach to compete because it takes time. We've
30:54
Speaker 3: worked in personal injury. There is no more difficult of
30:59
Speaker 3: an industry in the United States and personal injury. Those
31:02
Speaker 3: guys they will crawl over glass to win. And I
31:07
Speaker 3: mean when it makes up three percent of our national GDP,
31:10
Speaker 3: you understand like they're willing to do what it takes.
31:13
Speaker 3: But it's all competition. There are no rules with those guys,
31:18
Speaker 3: and so you don't see that in the medical industryment.
31:20
Speaker 3: But just my point is, know who your competitors are.
31:23
Speaker 3: Maybe you do have a strong competitor, but you're ten
31:25
Speaker 3: miles away. It's going to be a lot easier to
31:27
Speaker 3: grab some early clients early on and then do the
31:29
Speaker 3: mass on the reviews. Build an incredible robust review strategy
31:36
Speaker 3: and review strategies that I'm agnostic. I don't care how
31:40
Speaker 3: you do it. I just care that it gets done,
31:42
Speaker 3: and it has to be consistent and you have to
31:45
Speaker 3: do it. And so one of the things about review
31:47
Speaker 3: strategies for a young practice, they all just want to
31:50
Speaker 3: go to the technology solutions, they get contacted. You know,
31:54
Speaker 3: as soon as you set up your business, the phone
31:55
Speaker 3: blows up with review builders. I prefer a manual. People
32:00
Speaker 3: don't know this, but review building actually came out of
32:02
Speaker 3: the food industry, right. So you've see hundreds of people
32:06
Speaker 3: coming through the door at a restaurant. How do we
32:07
Speaker 3: get reviews? Right? And then those review companies said, well,
32:10
Speaker 3: we should increase our revenue, we should sell this to
32:12
Speaker 3: other practices or businesses, and so review management became like, oh,
32:17
Speaker 3: head off a bad review. It is so rare when
32:21
Speaker 3: the owner of a practice is seeing patients that they
32:24
Speaker 3: get bad reviews. Right, Like owners just care so much
32:27
Speaker 3: about their business. I would say, you know, don't jump
32:31
Speaker 3: into those figure out why people leave your reviews, figure
32:34
Speaker 3: out how to ask them for reviews. Get comfortable asking
32:38
Speaker 3: for reviews, tell them how important it is to your business.
32:42
Speaker 3: But come up with a strategy. And the best strategy
32:44
Speaker 3: I can give is came out of the real estate industry.
32:47
Speaker 3: My friend, he asks for a Google review and they
32:51
Speaker 3: never leave it ever, And then he sends an email
32:54
Speaker 3: one week later says, oh, somebody told me the link
32:57
Speaker 3: was broken. Here it is again. Because everybody intends it.
33:00
Speaker 3: They like you, they intend to leave your review, but
33:02
Speaker 3: like it's busy. He sends it a week later.
33:04
Speaker 2: It is like he bats like a golden that's golden.
33:08
Speaker 2: I love that.
33:10
Speaker 3: So I recommend doing it manually if you don't want
33:13
Speaker 3: to do it manually, a hybrid approach where you are
33:16
Speaker 3: telling them like, hey, you're going to get an email
33:18
Speaker 3: or a text message. It's really helpful. But the provider
33:21
Speaker 3: saying that makes a world of difference over maybe a
33:25
Speaker 3: front desk person. If you want to do the email
33:27
Speaker 3: thing that I just said, it can come from the
33:29
Speaker 3: front office, but it should be signed as if it
33:32
Speaker 3: came from the doctor. So those are some like little
33:34
Speaker 3: things early on with competitors to figure out, and I
33:37
Speaker 3: can go on. I mean, we don't start working with
33:40
Speaker 3: anybody without doing competitor analysis because like I said, like,
33:44
Speaker 3: if you're in Manhattan, I need to see what paid
33:46
Speaker 3: ads look like. I need to see you everything. Versus
33:48
Speaker 3: if I google your industry and you're in the middle
33:52
Speaker 3: of nowhere or a suburb with very little competition. It
33:55
Speaker 3: just changes the calculus on what we have to do.
33:58
Speaker 1: Yeah, oh that's great, I'm going to circle us back
34:01
Speaker 1: around because you teased us, I'm curious to know your
34:05
Speaker 1: thought on the generation component, if you don't mind us
34:08
Speaker 1: talking about that, because especially in our industry, like I
34:11
Speaker 1: was saying, I mean, we've got all of the different
34:13
Speaker 1: generations and I'd love that you're bringing up.
34:16
Speaker 2: They do interact with us.
34:17
Speaker 3: Differently, very differently. So I have said audiology a few times.
34:22
Speaker 3: We do work a lot of audiology practices. People who
34:24
Speaker 3: get fit with hearing aids are generally baby boomers. However,
34:28
Speaker 3: they're not always the ones doing the searching or making
34:30
Speaker 3: the appointments. So is it their millennial children? Sometimes it
34:35
Speaker 3: would be you know, if it's a silent generation which
34:37
Speaker 3: still goes into those practices, it might be their gen
34:40
Speaker 3: X children. So who are you speaking to digitally? If
34:43
Speaker 3: you're online? Who are you marketing to and marketing to millennials?
34:48
Speaker 3: We don't I'm a millennial. You know, we would rather
34:50
Speaker 3: text mess you. We are going to be more comfortable
34:54
Speaker 3: with AI. There's a lot of different uniqueness to that.
34:57
Speaker 3: So know who you're talking to first of all, wh
35:00
Speaker 3: who are you speaking to? It might not be your
35:02
Speaker 3: actual patient, If your gen Z or your marketing to
35:06
Speaker 3: gen Z, they're going to be on TikTok. I would say,
35:09
Speaker 3: get comfortable being in front of a camera because that's
35:11
Speaker 3: where those people are going to be. So again back
35:14
Speaker 3: to positioning. Who are your generally your patients that are
35:17
Speaker 3: making the appointment or the person making the appointment. Look
35:19
Speaker 3: at that. And then the other thing to start this
35:22
Speaker 3: is I coach a lot of practices on this. How
35:25
Speaker 3: did people find you? And so a lot of people
35:29
Speaker 3: will just put like, oh the Internet, Like no, like
35:31
Speaker 3: did you find me on social media? Did you Google me?
35:33
Speaker 3: Did you find me on Google Maps? Did you find
35:36
Speaker 3: me on AI or chat GPT? Very important data, so
35:40
Speaker 3: it's getting more important. Last year, two years ago, if
35:43
Speaker 3: someone said social media or Google, that was good enough.
35:46
Speaker 3: But I want to know if they believe they found
35:48
Speaker 3: you on AI. So we work with a tax attorney
35:51
Speaker 3: and this caught me really off guard. His SEO results
35:55
Speaker 3: were going really well. Most medical practices don't see more
35:58
Speaker 3: than five percent of their leads come from AI. Today
36:03
Speaker 3: it is increasing and he we started talking just reviewing
36:06
Speaker 3: some of his data and he said, I'm getting between
36:08
Speaker 3: thirty and forty five percent of my leads from CHATGBT.
36:11
Speaker 3: It's like, hold on a second, like, this is just
36:13
Speaker 3: statistically such an outlier. I was like, we have to
36:16
Speaker 3: figure this out. Yes, so he's a tax attorney, so
36:20
Speaker 3: what was happening. Nobody in tax law gets a referral
36:24
Speaker 3: because if you're in tax trouble, you're embarrassed to ask
36:26
Speaker 3: a friend for we go to and so SEO for
36:31
Speaker 3: him has always been a fantastic marketing channel for him.
36:34
Speaker 3: But now what's happening is people are going straight to
36:37
Speaker 3: the either panicking am I going to jail? And they're
36:40
Speaker 3: talking AI. The AIS are smart enough to say, hey,
36:44
Speaker 3: you need to talk to a tax attorney. I have
36:46
Speaker 3: a great one that's in your area. And that's how
36:48
Speaker 3: our client was getting referred to. I tell that story
36:51
Speaker 3: if you are in understanding the emotional state of somebody
36:55
Speaker 3: when they're searching, helps you understand where they're going to be,
36:58
Speaker 3: not just necessarily generational. So baby boomers tend to not
37:04
Speaker 3: they will use AI, but they're going to use it
37:06
Speaker 3: as a search engine, so they're not talking. It's just like, hey,
37:10
Speaker 3: dentists near me, they're still typing in like they're using Google.
37:13
Speaker 3: So your typical seal results will work there, but when
37:17
Speaker 3: you get down they're going to start having more conversations
37:20
Speaker 3: with it. And you said this early about having questions
37:22
Speaker 3: on your website, but are you answering those questions? Are
37:25
Speaker 3: these AIS able to see that you have good resources
37:28
Speaker 3: about these topics, and then if it is an emergency
37:31
Speaker 3: so tooth herds. I know you work with orthodonis, but
37:34
Speaker 3: I'm thinking like dentists like emergency tooth extraction, like they're panicking,
37:38
Speaker 3: they're in pain. They're going to start talking to AI
37:40
Speaker 3: because it will feel like it's giving them results faster.
37:43
Speaker 3: In the audiology industry, we don't tend to see that
37:46
Speaker 3: it takes months. Somebody, their wife or husband has to
37:50
Speaker 3: be like, you can't hear me for you know, six months,
37:52
Speaker 3: and then they get into a situation like, yeah, I
37:54
Speaker 3: guess I really can't hear I probably should call somebody
37:57
Speaker 3: so it can't TVT isn't the first place they go.
38:00
Speaker 3: They tended, I should find a doctor CARETT. The more
38:03
Speaker 3: emergent the situation is, the more likely they will be
38:08
Speaker 3: to go to the AIS because it feels like they're
38:10
Speaker 3: getting custom care faster. And at the end of that pipeline,
38:14
Speaker 3: it's compressing that I call it speed the lead, but
38:16
Speaker 3: it's compressing that. If you are that practice, they'll come
38:21
Speaker 3: in that way. So back to that data, very important
38:24
Speaker 3: to be asking. Try to be a little bit more specific,
38:27
Speaker 3: get them to answer that, and you should see as
38:30
Speaker 3: the adoption of AI continues to go, you should see
38:33
Speaker 3: more people checking that box. The AI we have today
38:37
Speaker 3: really quick has only really been around since December fifth.
38:40
Speaker 3: People don't know that, but that was when Claude released
38:44
Speaker 3: Opus and that was kind of this AI boom we're
38:47
Speaker 3: seeing over the last four months is that everyone finally
38:50
Speaker 3: realized like, oh, these things are really good. So if
38:52
Speaker 3: you haven't used AI since before since after December fifth,
38:57
Speaker 3: you are probably in for a bit of a surprise
38:59
Speaker 3: on just how much it can do for you. Today
39:01
Speaker 3: it's quite different. So generationally understand who you are and
39:05
Speaker 3: then understand how they might be searching for your types
39:09
Speaker 3: of services.
39:10
Speaker 1: Yeah, this is great, So we're going to wrap it
39:13
Speaker 1: up here in just a minute. I'm going to have
39:14
Speaker 1: one more question, because I think this is always something
39:17
Speaker 1: that comes up, and again I do a lot with startups,
39:20
Speaker 1: is just what should we be thinking about when it
39:25
Speaker 1: comes to We've been talking about marketing strategy a little bit,
39:29
Speaker 1: but also just the spend a part of it. What
39:33
Speaker 1: should we be thinking about when we're thinking about spend?
39:37
Speaker 1: And I think that can have a lot of meanings
39:39
Speaker 1: because it could mean ad spend, it could mean you know,
39:42
Speaker 1: website does I mean, like, there's so much that goes
39:45
Speaker 1: into that. I would love to hear your perspective because
39:48
Speaker 1: obviously it's going to probably be a little different if
39:50
Speaker 1: you're a brand new startup practice that's getting in and
39:53
Speaker 1: you've got X amount of dollars ear mark towards getting
39:56
Speaker 1: that splash, to maybe more of an established practice that's
39:59
Speaker 1: just just wanted to make sure they're keeping their presence up.
40:02
Speaker 2: So i'd love you to field that question.
40:05
Speaker 3: Yeah, this is such a fascinating topic for me because
40:08
Speaker 3: when I came in from the engineering and I was like,
40:09
Speaker 3: how does everything get priced? And everyone's like, I don't.
40:11
Speaker 3: We just these are a standard Like why are they
40:13
Speaker 3: so standard? Like but everybody's so different, Like I just
40:16
Speaker 3: never never sat well with me. So when we price people,
40:20
Speaker 3: it's like, what do you want to do? And if
40:23
Speaker 3: you say, hey, I'm here to compete with Amazon, like okay,
40:26
Speaker 3: like we're gonna have to build a pretty big team
40:28
Speaker 3: and you better have some deep pockets, but like strategically,
40:33
Speaker 3: like let's map that out now in the local setting
40:35
Speaker 3: that usually doesn't happen. We are working with a real
40:39
Speaker 3: estate agent in a very prominent second home ski location,
40:43
Speaker 3: and so he came to us and he's like, they're like,
40:46
Speaker 3: you have to pull out all the stops. I need
40:47
Speaker 3: the most beautiful conciers feeling website. And I was like,
40:51
Speaker 3: are you sure? Like and I was like, this is
40:53
Speaker 3: going to be expensive. He's like all in. I'm like,
40:55
Speaker 3: so are you hiring videography team?
40:57
Speaker 4: Oh?
40:58
Speaker 3: Yeah, doing it all. And so when I said, oh, okay,
41:00
Speaker 3: just our person alone is going to be sixty thousand
41:03
Speaker 3: dollars and then you need to spend ten to twenty
41:05
Speaker 3: thousand on a videograph, He's like, all right, this is
41:07
Speaker 3: what we're doing. And I'm like, okay, Well, when his
41:10
Speaker 3: average client is purchasing a five million dollar home, like
41:13
Speaker 3: these are the things he's going to do to win.
41:16
Speaker 3: Right on the flip side, we had young thirtyish old
41:19
Speaker 3: doctors in Texas and they were leaving the hospital. They
41:23
Speaker 3: were scraping pennies together to get thrown. What was the
41:30
Speaker 3: lowest cost thing we could do to get them going like,
41:33
Speaker 3: what does that website look like? Can we get a
41:35
Speaker 3: website up for less than five thousand dollars? What are
41:38
Speaker 3: like the little pieces we can get so that they
41:41
Speaker 3: can get going. The thing you shouldn't ever short is
41:45
Speaker 3: your photography. I am a firm believer of that. My
41:48
Speaker 3: wife is an IBCLC now, which is a lactation consultant,
41:52
Speaker 3: so she's just doing this. She's a lactation coordinator for
41:55
Speaker 3: a hospital, so she was just doing this on the
41:58
Speaker 3: side and she said, what do I spend mon as
42:00
Speaker 3: a get a photographer? And everybody who sees her brand
42:03
Speaker 3: like she has hospital systems calling her and going, hey,
42:05
Speaker 3: can I speak to you? Like her website looks. I mean,
42:08
Speaker 3: it helps that she's married to me, but her website,
42:10
Speaker 3: they're like, can we speak to like the practice manager.
42:13
Speaker 3: She's laughing. She's like, it's just me. But I would
42:17
Speaker 3: love to say like, yes, we did a great design,
42:19
Speaker 3: and we did, but it is all fundamentally her photography.
42:22
Speaker 3: So you remark the dollars for your photography in the
42:26
Speaker 3: early days if you have never done photography. She hired
42:31
Speaker 3: a hair and makeup for that day, Like do those
42:34
Speaker 3: things early depending on where you are I might feel
42:37
Speaker 3: like a lot of money, but spend it there. A
42:39
Speaker 3: good photographer generally is going to be between one thousand
42:42
Speaker 3: and two thousand dollars, and you can use that on
42:45
Speaker 3: social media. If you put up a single page website,
42:48
Speaker 3: you can use it there. So that's more on the
42:51
Speaker 3: website side. On the SEO side, I'll just touch on
42:55
Speaker 3: it briefly. I have a very unique way to look
42:57
Speaker 3: at this, but basically I benchmark you against your petitors
43:00
Speaker 3: and then I just calculate backwards. I'm like, this is
43:02
Speaker 3: the price if if you can't compete there, you need
43:06
Speaker 3: to understand that they're going to continue to outpace you
43:09
Speaker 3: until you can spend that amount to catch them. Very
43:13
Speaker 3: very transparent about that. That can be an uncomfortable conversation.
43:17
Speaker 3: If you're a young new practice, you're like, well, I
43:19
Speaker 3: can't compete with that. Well, you have to understand that
43:21
Speaker 3: that's a five seven to ten million dollars practice that
43:24
Speaker 3: has been doing this for twenty years and this is
43:26
Speaker 3: what they're spending. This is what they're doing. On the
43:29
Speaker 3: paid ads side, it's usually a little bit of an
43:32
Speaker 3: easier dip your toe in, although there's twenty twenty six
43:35
Speaker 3: it's not as easy as it once was. Yeah. So
43:37
Speaker 3: the way I look at paid ads is that you're
43:40
Speaker 3: buying data and you need to optimize to that purchased data.
43:44
Speaker 3: So what I always do is, and I'll give some
43:46
Speaker 3: specific if you can't tell, I like numbers, Yes, I
43:49
Speaker 3: love that. So what I always do is I look
43:52
Speaker 3: at what would it cost for one hundred percent market share?
43:56
Speaker 3: Google will give you that number. You never ever ever
43:59
Speaker 3: spend one hundred percent. You never actually spend more than
44:01
Speaker 3: fifty percent. But what one hundred percent tells us is
44:04
Speaker 3: how big your marketplace really is. So I did this
44:09
Speaker 3: exercise recently. I was in Tampa. I was working in
44:11
Speaker 3: Tampa Bay. I think the one hundred percent market share
44:14
Speaker 3: was like eighty thousand dollars a month, and then yeah,
44:18
Speaker 3: and then I was looking I think at like Fort Wayne,
44:21
Speaker 3: Indiana on a one hundred percent market share, I want
44:23
Speaker 3: to say, is like twenty two thousand dollars a month.
44:25
Speaker 3: That gives you an idea, like the different market sizes,
44:27
Speaker 3: So like if you are in a niche or an industry,
44:30
Speaker 3: you have a friend in a different city and like,
44:31
Speaker 3: well this is what I spend It's like, well, yeah,
44:33
Speaker 3: you might be in the same ministry, but there are
44:35
Speaker 3: very different calculations here. So I look at what is
44:39
Speaker 3: twenty five to fifty percent of that that's pretty much
44:42
Speaker 3: the maximum you can spend. So now you have an idea,
44:45
Speaker 3: I want to buy all of the impressions related to
44:48
Speaker 3: my industry. This is what I can work my way
44:51
Speaker 3: up to. Rule a thumb in a local medical practice
44:55
Speaker 3: tends to be somewhere between one thousand and two thousand
44:57
Speaker 3: dollars a month for at minimum three months to buy
45:01
Speaker 3: enough data before you can optimize too. So you can
45:04
Speaker 3: get enough data at that price point to optimize. If
45:07
Speaker 3: it is really competitive and the practice is young, it
45:10
Speaker 3: can be a really fantastic place to start, but you
45:13
Speaker 3: are buying data the days of like ads on and off,
45:16
Speaker 3: that whiplash doesn't work anymore. Google is going to reward
45:20
Speaker 3: their advertisers that are with them long term, so they
45:24
Speaker 3: calculate that into your results. And then as far as
45:26
Speaker 3: like where you send that traffic, that's a whole other conversation,
45:29
Speaker 3: but those would be the big buckets. And then on
45:32
Speaker 3: social media, we don't get involved too much on social
45:36
Speaker 3: media because it is so hard for a remote agency
45:42
Speaker 3: to do it for you. It's hard, like I would love.
45:44
Speaker 3: I mean, people offer to pay us all the times,
45:46
Speaker 3: Like I if I'm not in your practice driving this,
45:50
Speaker 3: like I can't, Like I want to see results, like
45:54
Speaker 3: I've seen a lot of success around like the gen Z.
45:57
Speaker 3: Young gen Z tend to be women excited and they
46:00
Speaker 3: want to be part of the business. They do a
46:03
Speaker 3: really good job, and I would say, you know, make
46:06
Speaker 3: it fun. I have a practice in New Jersey. She started,
46:10
Speaker 3: she had no money, Like she's really she had no money,
46:12
Speaker 3: and she's like, what can I do. She's like, I'm
46:14
Speaker 3: gonna get on TikTok. I'm just gonna be myself on TikTok.
46:17
Speaker 3: She has millions of followers now across TikTok and YouTube
46:21
Speaker 3: and now she does works with us and she's comfortably
46:24
Speaker 3: into that seven figure range when she you know, when
46:26
Speaker 3: she started, she was a six figure company and had
46:29
Speaker 3: to find her ways around it, and that became part
46:31
Speaker 3: of her and her practice managers. You know, they weren't
46:34
Speaker 3: seeing patients, they were being silly on TikTok. It worked,
46:37
Speaker 3: and it worked really well. So on the social media side,
46:40
Speaker 3: we will edit, we will do some stuff. The law
46:42
Speaker 3: firms we tend to can we can produce like dry
46:45
Speaker 3: educational content, so it works, but the dry educational content
46:50
Speaker 3: in medical is not is kind of not there anymore.
46:53
Speaker 3: It's just we don't at least I don't. I assume
46:56
Speaker 3: if you have the doctor, the MD, you should kind
47:00
Speaker 3: of know what you're doing. If we've got good reviews,
47:02
Speaker 3: Now do I If I see your personality, do I?
47:05
Speaker 3: I'm like, oh, I really like him or her, like
47:07
Speaker 3: that would be a cool person to see. And we're
47:09
Speaker 3: starting to see this shift, like if you post personal stuff,
47:13
Speaker 3: you know, and not like inappropriate personal stuff like I
47:15
Speaker 3: went on a ski trip, or hey I was I
47:18
Speaker 3: sponsored a little leak, like those types of personal things
47:20
Speaker 3: where it doesn't have to be super personal, but like
47:23
Speaker 3: hey so and so got married, or our dogs in
47:26
Speaker 3: the office today, those types of things. That type of
47:29
Speaker 3: personality does really well. We're all so used to seeing it.
47:33
Speaker 3: It's just such a part of our lives that five
47:36
Speaker 3: years ago by the doctors would be like, oh my gosh,
47:38
Speaker 3: I couldn't my lighting isn't right, or if I'm not
47:40
Speaker 3: sitting down like you know. The practices that do really
47:43
Speaker 3: well with this will be like the med spas if
47:46
Speaker 3: you ever want to good social media and medical looks
47:48
Speaker 3: like med spas or plastic surgeons tend to do really,
47:51
Speaker 3: really well with those.
47:53
Speaker 1: Yeah, it's like humanizing the doctor or getting past that
47:56
Speaker 1: white coat syndrome and seeing them as a human. Well,
48:00
Speaker 1: this has been fabulous. I'm just like, ah, this is great.
48:04
Speaker 2: I know that we can just.
48:05
Speaker 1: Keep this going, but we're going to have to bring
48:07
Speaker 1: it to an end here. So Cameron, if somebody wants
48:09
Speaker 1: to learn more about bid View Marketing or connect with
48:13
Speaker 1: you about just marketing strategies, they're like, Wow, you know
48:17
Speaker 1: I heard something I haven't heard before. I really like
48:19
Speaker 1: where his head is at with reverse engineering, what marketing
48:23
Speaker 1: looks like. What's going to be the best way that
48:25
Speaker 1: they can get a hold of you or find out
48:27
Speaker 1: a little bit more about the company.
48:29
Speaker 3: So Bidview Marketing dot com, if you message us there,
48:32
Speaker 3: that'll go to it goes to me and goes to
48:34
Speaker 3: account manager Erica. I try to be active on LinkedIn,
48:37
Speaker 3: so I am posting there so you can if you
48:40
Speaker 3: want to just message me on LinkedIn, I will probably
48:42
Speaker 3: respond to you pretty quickly. Those will be the two
48:45
Speaker 3: best places to get to me and my emails cameraon
48:48
Speaker 3: at bidview Marketing dot com. So those are the two
48:51
Speaker 3: and a half three best ways.
48:54
Speaker 2: That's great.
48:55
Speaker 1: That's great, And now a word from the sponsors who
48:59
Speaker 1: make this podcast.
49:00
Speaker 2: Possible, Haydocs.
49:05
Speaker 1: Let's talk about smile Sweet because it's not just another
49:08
Speaker 1: scheduling system. It's a game changer in the world of
49:11
Speaker 1: new patient management. And as a proud smile Sweet partner,
49:15
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49:18
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Speaker 1: practice with smile Sweet, because every smile deserves a suite
49:52
Speaker 1: of excellence. Well, the way I like to finish up
49:56
Speaker 1: our Haydocks episodes is I always like to do a
49:58
Speaker 1: little speed round with the guests up for a couple questions.
50:01
Speaker 3: Yeah, absolutely, all right.
50:03
Speaker 1: I haven't talked you out yet, so all right, here
50:05
Speaker 1: we go. What is one daily habit or ritual that
50:09
Speaker 1: helps you stay productive and balanced?
50:12
Speaker 3: Oh? Exercise, Yeah easy.
50:15
Speaker 1: I love that, love that. If you could add this
50:19
Speaker 1: is kind of a fun one. If you could add
50:21
Speaker 1: one unconventional perk to an everyday office workplace, what would
50:26
Speaker 1: you want.
50:26
Speaker 3: To add if it's an office with people, like I
50:30
Speaker 3: would say like arcade game type stuff.
50:34
Speaker 2: Yeah, that's great, that's great, all right.
50:36
Speaker 1: And then last one for you, what is one piece
50:39
Speaker 1: of advice you wish you had followed earlier in your career.
50:43
Speaker 3: Oh, that's probably like a psychiatry session. Yeah, I was stubborn.
50:51
Speaker 3: I was so stubborn, so try just do things. Like
50:55
Speaker 3: we get so accustomed to reading everything online or anywhere,
51:00
Speaker 3: because I read a lot of books too. I have
51:02
Speaker 3: tons of books behind me. But I wanted all the knowledge,
51:05
Speaker 3: and most of the knowledge is gained through doing things, right,
51:09
Speaker 3: So that was probably like, Hey, I keep reading, but
51:13
Speaker 3: go do stuff.
51:14
Speaker 2: Yeah yeah, that's great.
51:16
Speaker 1: Well, it has been an absolute pleasure having you on Haydocks.
51:19
Speaker 2: Thank you so much, and I look forward to having
51:21
Speaker 2: you on again.
51:22
Speaker 3: Thanks. Joe all right, see ya ye.
51:26
Speaker 1: Are you ready to start a practice of your own,
51:29
Speaker 1: need a new fresh set of eyes or some advice
51:31
Speaker 1: on your existing practice. If so, reach out to me,
51:35
Speaker 1: Jill Allen at www dot practice results dot com. If
51:40
Speaker 1: you like what we're doing here on Haydocks and want
51:42
Speaker 1: to hear more of this awesome content, be sure and
51:45
Speaker 1: give us a five star rating on your preferred listening
51:48
Speaker 1: platform and subscribe to our show so you never miss
51:52
Speaker 1: an episode. Remember, new episodes drop every Thursday.
51:56
Speaker 2: See you next week.