Latest / Pelvic PT Rising / Marketing Series (Part 2): The Logs on Your Fire

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Marketing Series (Part 2): The Logs on Your Fire · Pelvic PT Rising

• 0:02
  Speaker 1: In the last 10 years, our field has gone from an unknown specialty to a household name.
• 0:09
  Speaker 1: This brings unprecedented opportunities, but we need to rise up to meet them and give our patients the care that they deserve.
• 0:17
  Speaker 1: In order to help others get better, we need to be better.
• 0:23
  Speaker 1: This podcast will help you to become more confident with your patients, more successful in your practice or business and a leader in pelvic health, and we're going to have some fun along the way.
• 0:36
  Speaker 1: Join us as we rise together.
• 0:39
  Speaker 1: We're Jesse and Nicole Cozine, founders of Pelvic Sanity Physical Therapy and the creators of the Pelvic PT Huddle, and this is Pelvic PT Rising.
• 0:54
  Speaker 2: Hey guys, welcome back to another episode of the Pelvic PT Rising podcast with Jesse and Nicole Cozine.
• 0:58
  Speaker 2: Hi, nicole, hello, all right, we're talking today.
• 1:00
  Speaker 2: We've got such great feedback from you guys who are business owners about this marketing series, so I am excited that we're going to be doing part two, talking about the big logs of marketing.
• 1:12
  Speaker 2: So we're going to go through all of that stuff.
• 1:13
  Speaker 2: Before we do, nicole, just a couple of quick announcements.
• 1:16
  Speaker 2: One is that if you have a practice of your own, you're not going to want to miss the next iteration of the accelerator program that is going to be starting in January.
• 1:28
  Speaker 2: Make sure you're on the wait list for that.
• 1:29
  Speaker 2: If you don't know what it is, it's our six month intensive business coaching program.
• 1:33
  Speaker 2: You can find more details at PelvicPTRisingcom slash accelerator.
• 1:37
  Speaker 2: We are also this month in October, going to be doing the second cohort of Nicole's rectal evaluation and treatment course.
• 1:45
  Speaker 2: Get on the wait list for that at PelvicPTRisingcom slash rectal.
• 1:50
  Speaker 2: I think that's all of our announcements, nicole.
• 1:52
  Speaker 2: That is All right, so let's go ahead and dive in.
• 1:55
  Speaker 2: So if you haven't, go back and make sure you've listened to part one of this series.
• 2:00
  Speaker 2: We're going to be talking about marketing through all of October, but we likened marketing to a fire, and building a comprehensive marketing strategy is like building a fire you need to have some big logs, you need to have some kindling and you might benefit from some lighter fluids.
• 2:17
  Speaker 2: So today we are going to be talking about those big logs, nicole, big logs.
• 2:23
  Speaker 1: Big logs are essentially the things in your marketing plan.
• 2:27
  Speaker 1: Well, big logs in a fire let's start there are tough to light.
• 2:32
  Speaker 1: You can hold up a match to a huge log in your fireplace and it's not going to catch very easily.
• 2:39
  Speaker 1: And even if it does, it'll peter out a half a beat because it'll be on the outside.
• 2:43
  Speaker 1: It's tough to light and then it also takes a long time to get hot and to get those burning embers that will produce heat for a long time.
• 2:54
  Speaker 1: So it's tough to light and it takes a long time to get going before it starts to give off heat.
• 2:59
  Speaker 1: So in marketing, things that are tough to light are things that are going to bear fruit after a period of time.
• 3:08
  Speaker 1: So it's going to be a little bit more difficult to actually get a patient from one of these ways.
• 3:15
  Speaker 1: But once you get that flame going, it is going to give you enough light and fire and warmth for a long time.
• 3:25
  Speaker 2: It's going to be the most powerful of your things, right as you want that to be, giving you off and kicking off heat for a long time.
• 3:31
  Speaker 2: It's less effort once they're actually going.
• 3:33
  Speaker 2: We all know how hard it is to start a fire, but once you've got a fire going, it's really easy.
• 3:38
  Speaker 2: You just throw another big log on, it's great, and that's what we're going to be talking about today.
• 3:44
  Speaker 2: And what are those big logs of your marketing?
• 3:47
  Speaker 2: Now, I think the biggest challenge that people have with these kind of things and we're going to go through some specific examples but biggest problem that people have with these big logs is that they expect, or they need, frankly, immediate results.
• 4:00
  Speaker 2: They don't see them from this because their expectations aren't matching the type of marketing they're trying to do.
• 4:06
  Speaker 2: And then they just quit and say, oh, that type of marketing doesn't work for me.
• 4:12
  Speaker 2: We've had so many people in our mentorship program to call me.
• 4:15
  Speaker 2: Hey, I've met with some practitioners we're going to talk about practitioner marketing but I've met with so many practitioners and no one sent many patients.
• 4:23
  Speaker 2: That doesn't work.
• 4:24
  Speaker 2: And then we start to ask questions how many times did you meet with them?
• 4:27
  Speaker 2: How long of a period did you give that.
• 4:29
  Speaker 2: How did you try to cultivate that relationship?
• 4:31
  Speaker 2: And it turns out it was just a single meeting and they were expecting patients from meeting somebody.
• 4:37
  Speaker 2: And that's just not how these big logs in your marketing fire work.
• 4:41
  Speaker 1: Yeah.
• 4:41
  Speaker 1: So practitioner marketing is to go off a little bit of that for a second.
• 4:46
  Speaker 1: The thing is is that sometimes you can be in that meeting and the other practitioner.
• 4:52
  Speaker 1: You think like, oh heck, yeah, this is surely gonna catch.
• 4:55
  Speaker 1: Kind of like every once in a while, if you really did try to light a big log on fire, you're like, oh, I got it, this is awesome, it's almost gonna be there, and you think you walk away for two seconds and it's like it's petered out, and so it tricks you a little bit sometimes with that.
• 5:10
  Speaker 1: You can think that a practitioner is gonna send you a bunch of patients.
• 5:13
  Speaker 1: They're all super excited, they may even send you one or two at the very beginning and then boom, it peters out.
• 5:19
  Speaker 1: So that is one of the things about these big logs that is a little bit frustrating as well for that.
• 5:27
  Speaker 2: So, as we think about practitioner marketing which is one of the big logs because we always talk about in our programs of finding your tribe, of finding a group of like-minded people who you would be happy to refer your patients to, who are referring to you that might take six months at a minimum in order to be able to build enough trust in a relationship with those people to start really seeing results of this.
• 5:53
  Speaker 2: But once you have those results, all it takes is the occasional stoke of a fire.
• 5:59
  Speaker 2: It's just cool.
• 6:00
  Speaker 2: I'm gonna send a thank you note, I'm gonna go out to lunch with this person once a year, whatever that is.
• 6:05
  Speaker 2: So, practitioner marketing one of the things, nicole, I think is most important is broadening the definition of what we think about there.
• 6:12
  Speaker 2: I think most people think physician marketing and we're very deliberate with the way that we're saying practitioner marketing.
• 6:18
  Speaker 2: How do we look beyond those physicians who are oftentimes really difficult to get to, who have maybe a physical therapy place within their own network or hospital or whatever that is, who have gatekeepers who are solely designed to keep you out, who make you buy lunch for their entire 32-person staff in order to get seven minutes of interrupted time with them?
• 6:41
  Speaker 2: So you can do that if you want, but also be broadening your thought process.
• 6:47
  Speaker 2: What about talking orthopedic physical therapists?
• 6:50
  Speaker 2: What about chiropractors?
• 6:52
  Speaker 2: What about naturopaths?
• 6:53
  Speaker 2: What about acupuncturists?
• 6:54
  Speaker 2: People who are in your same model, who get it and who are a little bit more aligned with the kind of patients you want and the way that you do business.
• 7:03
  Speaker 1: Yeah, I feel like there's two different things to look at with a practitioner.
• 7:06
  Speaker 1: Is it?
• 7:07
  Speaker 1: Are they in the same mindset as you for the holistic wellness space?
• 7:15
  Speaker 1: And also, as a big, huge plus, do they run their business the same as you?
• 7:23
  Speaker 1: So I would put more eggs in the basket, to mix metaphors here, of a concierge primary practitioner than a hospital-based physician.
• 7:36
  Speaker 1: For that reason, because I feel like if you have a cash practice, then you want somebody who kind of gets the fact that insurance sucks.
• 7:45
  Speaker 1: There's a bunch of shenanigans.
• 7:47
  Speaker 1: We got out of it for the same reasons.
• 7:49
  Speaker 1: We have something to align on in that way.
• 7:51
  Speaker 1: And also then, when we refer patients back and forth or they just refer patients to us, that it's not a surprise the way that we do our billing, which is we don't and we just give super bills, but that's not foreign to the person that is calling our office, because we share the same type of patient, the same type of client that values the things that we value and therefore understands the business model that we've chosen in order to do that.
• 8:19
  Speaker 1: Now, that is not to say that you shouldn't or can't have an amazing physician-based or insurance-based practitioner, even like a chiropractor that does insurance that can refer to you.
• 8:33
  Speaker 1: We're not saying that at all.
• 8:34
  Speaker 1: We're saying that that you just need a lot of different types of them so that you're putting big logs on that.
• 8:43
  Speaker 1: You're basically seeing which log is going to catch the best.
• 8:46
  Speaker 2: Right and you're not making sure that you are right again.
• 8:50
  Speaker 2: So many people just get discouraged with this either.
• 8:52
  Speaker 2: It feels really intimidating because they think they have to go and talk to physicians.
• 8:55
  Speaker 2: They go to a physician meeting once and the physician asks them what insurances they take and that conversation doesn't go well and then it's like cool, throw that away, right, we're not doing that again, I'm not putting myself through that meeting again if all they're going to talk about is what insurances I take.
• 9:12
  Speaker 2: So there's ways around all of that stuff.
• 9:15
  Speaker 2: But when Nicole is saying is really think about people you want to align with, who have the same ethos that you do, have a similar business model, those are going to be easier members of your tribe than somebody who you know is working in a big hospital program and may be required to refer to within their own system and I'm going to say one other thing about practitioner marketing.
• 9:36
  Speaker 1: I don't care who you are, I ain't buying lunch for nobody.
• 9:40
  Speaker 1: If there's any lunch that's being bought, it's someone buying lunch for me that was a big moment a couple of years ago.
• 9:46
  Speaker 2: I remember when we had our first physician come in to buy you lunch yeah, I was like freaking damn right, yes so that's how it goes that's how steak and lobster, please we will.
• 9:59
  Speaker 1: But the thing is, is that freaking do not buy lunch for peeps and honestly I know y'all like to get the cookies and all the things it's like.
• 10:07
  Speaker 1: Also, we don't have to bribe somebody to have a collegial conversation about shared patients that we can have period do dropping it.
• 10:19
  Speaker 1: So if you guys are the cookie baking type, actually cookies are cute that's not a terrible idea pelvis, cookies, uterus, ovaries, whatever they are good idea.
• 10:31
  Speaker 1: However, we do not need to do that to every single person.
• 10:35
  Speaker 1: I would say we need to do that to people that have shown us that they do.
• 10:39
  Speaker 2: That's like stoking the fire stoke the fire with some cookies right with somebody who has referred you people or is already part of your tribe.
• 10:46
  Speaker 2: That can be really great.
• 10:47
  Speaker 2: So another big log that we talk about a lot is seo, or your web presence.
• 10:52
  Speaker 2: This is so misunderstood.
• 10:54
  Speaker 2: I would need a whole four-part series to really talk about seo.
• 10:57
  Speaker 2: I feel like and for those of you guys who don't know, seo stands for search engine optimization.
• 11:02
  Speaker 2: It's basically just a fancy term for when somebody searches for a service in your area, do they find you?
• 11:07
  Speaker 2: And we get this so wrong that either we completely ignore it because it's really complicated, we don't want to have to deal with it, or we get really scared about it and we go and pay somebody a boatload of money who takes advantage of you for all this quote unquote seo optimization that people are doing and literally you ask them what have they been doing?
• 11:27
  Speaker 2: Like if you're paying somebody to give you ongoing seo, there's don't know what the fuck they're talking about, or they're just bilking you out of money.
• 11:34
  Speaker 2: So there's a whole thing about this.
• 11:37
  Speaker 2: But really, when it comes down to seo, be thinking about the most important part of that is your google, my business profile.
• 11:43
  Speaker 2: If you don't know what that is, google it.
• 11:45
  Speaker 2: But that's gonna be really important and that's where you get your reviews, that's where you can add pictures, that's where Google knows that you are a thriving local business who customers who are in your area and searching for you should be allowed to find.
• 11:59
  Speaker 2: That's Google's job, and so really all we're doing with SEO is helping Google help you, and that leads into having a great website, and great doesn't mean crazy search engine optimized or writing a boatload of blog posts that no one is ever gonna read.
• 12:13
  Speaker 2: It just means actually taking a look at your website.
• 12:16
  Speaker 2: Are you proud of your website right now?
• 12:18
  Speaker 2: Because I would want you to be.
• 12:19
  Speaker 2: I would want every single person out there who runs a business to be proud of their website, to be excited when people go to it, and we recommend actually going back and taking a look at that every six months.
• 12:30
  Speaker 1: In fact, it's one of the first things that we talk about in the Accelerator Ronjol, because it is so important and most people get it just drastically wrong.
• 12:39
  Speaker 1: And part of what helps Google help you is that if someone is searching and they go to your website and they quickly are like, oh my gosh, this is what I need to be doing, and they stay on your page for a little bit of time and or click something to click through, so that Google understands that like, oh, they found what they were looking for, then that is positive and you need to make sure that your website is optimized for that kind of thing.
• 13:12
  Speaker 1: You do not want them to be distracted on your website and going off into La La Land about some blog post you wrote about a condition they don't have, and you're probably not even that good at writing, to be quite frank.
• 13:25
  Speaker 2: All the truth bombs coming up from Nicole and I mean seriously.
• 13:27
  Speaker 2: Right, but that is.
• 13:29
  Speaker 2: I understand that.
• 13:29
  Speaker 2: You see that everywhere and that's everyone's thing.
• 13:31
  Speaker 2: It's like oh, do these keywords and write this blog and no one ever stops to ask A are you any good at writing?
• 13:37
  Speaker 2: And B that's the entire wrong type of SEO that we're not even talking about.
• 13:42
  Speaker 2: We're talking about local SEO.
• 13:43
  Speaker 2: When someone is in your area with symptoms, looking for a business to help them, does Google show them your website?
• 13:50
  Speaker 1: They're like searching for my vagina burns and I need help near me.
• 13:57
  Speaker 1: That's what the kind of SEO that we're talking about.
• 14:00
  Speaker 2: Right, not fidgetspinnerscom stuff right.
• 14:04
  Speaker 1: Or what is pelvic floor physical therapy?
• 14:06
  Speaker 2: That, no, that is not gonna Right, that's not going to help.
• 14:09
  Speaker 2: So that's your website.
• 14:12
  Speaker 2: Make sure that that feels welcoming, that you feel proud of it, that you've looked through it, that your language is patient focused and not clinician focused.
• 14:20
  Speaker 2: If you have the words, so help me, God.
• 14:22
  Speaker 2: Neuromuscular reeducation on your website.
• 14:25
  Speaker 2: Take your computer, shoot a hole in it and start over.
• 14:28
  Speaker 2: Guys, I've been on this rant, Don't take your computer and shoot a hole in it.
• 14:32
  Speaker 2: I won't do anything to it.
• 14:33
  Speaker 2: But whatever, if you're doing that, you probably think that it will, so it'll make you feel better.
• 14:37
  Speaker 2: Just take it out and do the thing from office space to it, Right where they beat the old printer with a baseball bat.
• 14:45
  Speaker 1: Oh, I do not remember this.
• 14:47
  Speaker 1: We need to watch Office Space again.
• 14:48
  Speaker 1: That would be good.
• 14:50
  Speaker 2: Yeah, I'm gonna need you to come in on Saturday.
• 14:52
  Speaker 2: So that's a quote from Office Space.
• 14:56
  Speaker 1: Okay, I was like, obviously.
• 14:58
  Speaker 1: I was like is this a joke?
• 14:59
  Speaker 1: Is?
• 15:00
  Speaker 2: this one into Jeff's dad jokes, or what Is this leading into something?
• 15:02
  Speaker 2: Nope, that was it.
• 15:03
  Speaker 2: It was just an impression.
• 15:04
  Speaker 1: So for those, of you who understand that you can go ahead and DM Jesse a thumbs up emoji.
• 15:10
  Speaker 2: I would very much appreciate that.
• 15:11
  Speaker 2: That would really actually make my day.
• 15:14
  Speaker 1: You know, you guys, he actually, so he made his Instagram handle at JesseCozine on private.
• 15:25
  Speaker 1: Yeah, public even I mean.
• 15:27
  Speaker 1: It's the same thing, jess, but he made it public and does anyone carry it?
• 15:34
  Speaker 1: Does anyone?
• 15:35
  Speaker 1: Did anyone write you?
• 15:37
  Speaker 2: I don't know how to check my DMs.
• 15:39
  Speaker 2: So my goodness so someone could DM me how to check.
• 15:43
  Speaker 2: No, that wouldn't work because I can't check my.
• 15:46
  Speaker 2: Somebody emailed me how to check my DMs, please, and we'll go from there.
• 15:51
  Speaker 1: We don't.
• 15:51
  Speaker 1: Don't email him that I will teach him how to check DMs and then he will want something from you guys.
• 15:56
  Speaker 2: if you're listening to this, yes, would very much appreciate it.
• 15:59
  Speaker 2: So last one here that goes into this big logs category For us is word of mouth.
• 16:03
  Speaker 2: And actually when we ask business owners because we do a lot of surveys, things like that when we ask business owners, the number one way that they will always say that they get patients is word of mouth.
• 16:12
  Speaker 2: And this seems like this mysterious force out there that somehow someone tells their mother's cousins, brother's boyfriend that you can help and that is the way that most people do.
• 16:29
  Speaker 2: It is.
• 16:29
  Speaker 2: It's just a lucky thing Is you have a patient.
• 16:32
  Speaker 2: You get this because you're a great clinician and you really care, you give a shit, you're getting people better, they love you and some of those people will send you friends and family members.
• 16:43
  Speaker 2: But one of the things that we forget is that you can actually encourage word of mouth.
• 16:48
  Speaker 2: You can manipulate and again make it much more of a strong log in your business by just asking people, by reaching out to pass patients, by having a newsletter that goes out to pass patients that gives them more information, that asks them for referrals, by just straight out mentioning it One of our spills at pelvic sanity when people come in.
• 17:09
  Speaker 2: We actually mentioned that we are a family owned business and the greatest gift that you can give and the greatest way you can show that you trust what we're doing is a referral of a friend or family member.
• 17:21
  Speaker 1: Yeah, man, and gone are the days when people aren't talking about this stuff.
• 17:25
  Speaker 1: I mean, I feel like one of the things that Pelvicon, that Saren Rooden shared in the talk about how to reach people.
• 17:32
  Speaker 1: The graph that is shows literal exponential growth in the way that people are understanding what the pelvic floor is and pelvic floor rehab, and so it is not just at the dinner, it's not taboo at the dinner table anymore.
• 17:48
  Speaker 1: It might actually be a dinner table conversation nowadays, and so it really is.
• 17:54
  Speaker 1: Sometimes people don't think of just helping people to understand that them telling somebody about either their problem or telling somebody specifically about your business is actually really helping and these things feed on each other, right?
• 18:10
  Speaker 1: If somebody, if one of your patients, just simply is more comfortable talking about their own issue, that might even prompt somebody guess what to go look at your website and then search pelvic physical therapy or pelvic rehab near me and there you go.
• 18:29
  Speaker 1: So I feel like then it's your website again.
• 18:32
  Speaker 1: So these things and these logs in this category are related for a reason and we need to be making sure that each one is its own individual logs, that we're making sure that we're building it in a way that's going to give off heat for a long time, and it's just really important that we remember that of these types of things for this marketing.
• 18:53
  Speaker 2: One other really great way to almost measure word of mouth is how many reviews are you getting?
• 18:58
  Speaker 2: Like that's another huge log.
• 19:00
  Speaker 2: When people go and they search you, one of the first things they see is how many people have rated you and what those stars are, and if that's one person who wrote a five star review.
• 19:09
  Speaker 2: You guys all know what it's like to be searching for something that that doesn't give you that sense of trust that 50 reviews would if you're looking at a place like that.
• 19:18
  Speaker 2: So just be thinking about word of mouth, google reviews, getting people, like actually encouraging people to be more active and do this.
• 19:28
  Speaker 2: It's not some mysterious force Like we can actually increase the word of mouth referrals that we get just by asking, just by saying in touch, just by reaching out.
• 19:38
  Speaker 2: So I hope this has been kind of a helpful overview of all of the different areas that you can be thinking about these marketing logs.
• 19:46
  Speaker 2: Remember these are things that are going to take time.
• 19:48
  Speaker 2: They're going to take an upfront investment.
• 19:51
  Speaker 2: If you need a patient tomorrow, getting Google reviews is not going to move the needle, but in six months, if you get 20 Google reviews, that's going to make people more confident in calling you.
• 20:02
  Speaker 2: It's going to make people reach out.
• 20:04
  Speaker 2: It's going to change the game long term.
• 20:06
  Speaker 2: Same thing with all these practitioner meetings, finding your tribe, seo your website.
• 20:11
  Speaker 2: All of that bears fruit in the long run.
• 20:14
  Speaker 2: So if you need a patient in the door tomorrow, that's not where you need to be focusing.
• 20:18
  Speaker 2: But if you're neglecting this and we'll talk about this next week when we talk about kindling you're always going to be in the grind.
• 20:25
  Speaker 2: You're always going to be having to throw extra kindling on the fire because you never actually invested in any of these big marketing logs that make your life so much easier long term.
• 20:34
  Speaker 1: Right, because then nothing's going to catch and nothing's going to actually burn.
• 20:38
  Speaker 2: And you won't have that just kicking off heat for you as you get to sit back and light your s'more and enjoy your fire.
• 20:44
  Speaker 2: So we are hoping this has been really helpful for you guys.
• 20:48
  Speaker 2: If you're business owners, again, make sure you're checking out the accelerator program.
• 20:51
  Speaker 2: That is going to be more information coming out very soon with that, so make sure you're on the waitlist for first priority there.
• 20:57
  Speaker 2: We obviously one of our big pillars in that program.
• 21:00
  Speaker 2: We have three pillars.
• 21:01
  Speaker 2: One of them is marketing.
• 21:03
  Speaker 2: So we're going through that and really focusing on that over a six months period.
• 21:06
  Speaker 2: So really hope this has been helpful.
• 21:08
  Speaker 2: As always, we'd love to hear from you.
• 21:09
  Speaker 2: Please reach out.
• 21:10
  Speaker 2: Let's keep this conversation going and let's continue to rise.