on live radio,
and it's hard to come back from that.
Corey Hibben, welcome to the podcast.
Thanks, brother.
Glad to be here.
We are both recording in our kitchens,
which is my favorite room in the house.
Yeah, you might see some cats run by,
but nobody will be cooking,
so that'll be good.
That's okay.
It sort of is like when
people say you plan a house
party and you're like, oh,
we're all going to hang out
in my living room.
I'm like,
people just gravitate towards the
kitchen.
The kitchen is the heartbeat of the house.
Where do you actually live?
Austin, Texas.
Yeah.
One of us is smart and lives
in Austin and then one
lives in upstate New York.
So right now in April, as we record,
it's like it's warm.
I'm like, it's forty nine.
It's not warm.
It's warmer than it was, though.
So I have a buddy that lives in Winnipeg.
He's very well known on the
Instagram pages like some
couple million followers
because he does a daily cold plunge.
You might have seen him.
His name's Jordan,
but he's a buddy of mine.
And yeah,
I just saw his video the other
day because he's been cold plunging for,
I think, like, I don't know,
seven hundred days or
something like that.
And it's still like snowing
and there's still snow on the ground.
And I was like, thank you.
We've been we're well past that.
Yes.
No, no, thank you.
Yeah.
So you and I have
similarities and
differences and I like
similarities and differences.
So if someone asks like, Corey,
what's your superhero backstory?
Like, what did you do?
What are you doing now?
And like,
how did those two things come to be?
How those two things come to cross?
Yeah, I'd say there's almost three things.
I live at the intersection
between business, marketing,
and healthcare is really where I live.
And how I got there was that
I thought I wanted to do
the healthcare thing.
I used to work as an
occupational therapist.
I used to practice on the front lines,
outpatient orthopedics,
the whole rigmarole.
And through sucking at that long enough,
I eventually realized that
I'm actually really not
good at patient care at all.
And that's not where I should be.
But I'm way better at,
as I was saying the other
day on my own podcast show,
dicking around on the
Internet and doing like the business.
It's a skill.
It is.
It's it's why I'm way better
at the business and
marketing side of things
and being the behind the
scenes and supporting those
who are on the front lines
and actually seeing
patients versus actually
seeing patients like a good day for me,
which is polar opposite to my girlfriend.
My girlfriend is a chiropractor.
And so she's I mean, she's seeing,
you know.
sometimes a hundred a day sometimes.
And, and like, she's, you know,
a lot of people that are a
lot of interactions.
A perfect day for me is like,
if I have less than two
human interactions a day,
great day for me like I like
the days that she's home
and I'm still working uh
just this happened just the
other day she's like you're
so quiet it's like there's
something on your mind and
I was like no you're
normally gone I just don't
talk like all day and I
love it that's what every
day looks like but
obviously that's that says
something that she had she
had a perception of what
your day was like
And then she saw it and was like, huh,
that's a good insight for both of you,
I think.
Definitely.
Yeah.
And she's much more aware of
that now is that I just
spend a lot of time up in my head,
which is she spends a lot
more time like in the area
of presence of other people.
And so it's just a
completely different way to
spend your day.
I probably,
I'm probably somewhere between
both of those things
because I know like
whenever I start to talk to
people after like the
workday is over or whatever, they're like,
oh, you haven't been around people.
And I'm like, how can you tell?
And they're like,
you haven't stopped talking.
And you're like,
what do you think about this?
What if you did this and this?
And how about if you did the
opposite of that?
What if we did that?
Would that be a good idea?
And they're like,
I don't know what you're
talking about because
you're talking about it at
a hundred fifty miles an hour.
So I think me is like,
it needs to be like in chunks.
Like I do like that thing
where I'm just going like,
I'm going to go sit on the
couch with the laptop and
bang out a bunch of things.
But yeah, for me too,
it was patient care was,
I didn't think I was good at it.
People said, you're fine.
They're great.
And I was like, I didn't feel good at it.
And that made me feel guilty.
It's like, I went to school for this.
And it's an admirable profession.
So for me to go to school for a couple,
go back to school as a
second career person to go
there and then to get there and be like,
oh man, I don't love it.
Like there was definitely some,
was there guilt for you?
Is there still guilt for you
when you're like,
I'm an OT and people are like,
that's cool.
And you're like, but I do this.
Like, do you have guilt?
Yeah,
I call it sunk cost fallacy is what
it is.
It's funny.
I was literally just
explaining this the other
day to my girlfriend is
that I'm feeling it again
now is because every time
we put a lot of time and
energy into anything,
whether it's like this
podcast show or a career or
a relationship is the most common one,
is that when you realize
that you need to take the
next step into the next thing,
the pain you're feeling is
sunk cost it's you feel
like you wasted time and
energy and resources and
money and brain power and
the reason it's called a
fallacy is because it is a
fallacy is because you
needed to go through the
process of that path to
realize you're on the wrong
path and we do it all the
time um and like I said I'm
I'm feeling it again right
now even with the work that
I do now is I was
previously a lot more broad seeing like
anything from health coaches
and all the way up to
doctors and tech clinics.
And now I'm just becoming
way more focused and
picking a very specific niche,
predominantly PTs and chiropractors.
And I'm feeling it again
because I feel like I put
all this time into all the
other professions and now realizing
damn okay had I done this
from the beginning I'd be a
lot farther along yada yada
but again it's all a
fallacy it's like it's just
how you feel it's not the
reality of the world well
and we and I love the fact
that you bring up logical
fallacies sunk cost fallacy
being one of them we do it
with I mean I'm guilty like
relationships like you said
like well you know I've put
so much into this that I
gotta see if it's gotta go
somewhere and it's like
It's as corny as it sounds.
It's like sometimes the
journey was the destination.
You've ridden this thing out
and there's nothing there
for you anymore.
And the longer you stay, you know,
the answer is leave or do
the different thing.
But as much as I know that,
I still like I get people who are like,
why don't you do a couple of days a week?
What if you did one day with patient care?
And I'm like, that doesn't excite me.
I wish it did.
Cause I think I would have
to answer this question as much,
but I'm like,
it doesn't like what I usually do too,
is I get real excited.
I'm like, you know,
that feeling when you're like,
look at your schedule and you're like,
look at these different patients.
And you're like, this is my tomorrow.
And like,
you know how excited you have
feeling when you get excited, they go,
yeah, I go, I don't get that.
I don't get it.
I'm sorry.
But if I look at a calendar,
it's like you're going to
do these different
interviews and you're going
to do these phone calls and
you're going to do this, whatever.
I get excited.
And I'm only on this rock
for a couple of years more.
I'm halfway done probably.
I'm in my forties.
Do the thing that excites
you and ignore everybody else.
This is an ego problem.
I know that.
I'm guilty of it.
You know, it's funny.
I recently learned about
this idea of growing into pain.
So this ties exactly what
you're talking about in
terms of seeing your
schedule and seeing
patients that you don't
want to spend time with
versus seeing like
interviews or conversation
or even podcasts like this
that does get you excited.
So the concept and this is
exactly what I experienced
when I was working in
health care as an OT.
was that what I eventually
realized took me forever to
figure this out but was I
was really bad at the
marketing side in terms of
growing my practice because
I didn't want more patients
because I didn't want to
see more patients that is
deep and so like it's and
it's true for everything is
that we we don't grow into
pain right there's this
thing called the pain line
dan martell talks about
this all the time maybe
you've heard of it but
essentially it's like when
you feel yourself
not or stagnating or not
doing something it's a big
part of that is very likely
is because like you don't
want to grow into whatever
that thing is and I've seen
it in my own business
happen again and again is
that when more clients or
more customers or in the
case of a practitioner more patients
to you feels like more pain.
That tells me that you
rather need to delegate,
you need to outsource,
you need to somehow get
something off of your plate
to allow space,
to draw space between where
you are and where that pain
line is to allow you to
grow to the next level.
Otherwise,
you're just gonna keep banging
into it and you don't wanna go there,
so you're not gonna do it.
You just self-sabotage,
that's all that ends up happening.
Well,
thank you guys for listening into
Corey and Jimmy's therapy
session for the first ten minutes.
At least that's the funny
part is like I don't need
Corey to solve it.
We don't need anybody to solve it.
I just want to be like,
do you also – I'm not the crazy one,
right?
Like other people feel this way.
And I talked about this with
a woman who was a physical therapist.
And now she's been on ESPN for a decade.
And she's on the fantasy.
She's like, she does fantasy sports.
That was her whole job.
Like she was a PT.
Now she's on ESPN a dozen
times a month during football season.
And she's got this crazy podcast.
She's on ESPN.
She was going in a different direction.
She was going from PT to TV or radio.
So I'll talk to her.
And I was like,
I was in radio for fifteen
years and I now want to be a PT.
But now I'm realizing there's a mix.
I'm like,
my point is bringing her up is like,
who else was I supposed to
talk to that actually understood that?
Like five years ago, nobody.
Now that there's more of
these things and
everybody's got a podcast
and YouTube and all that,
there's more people that
could understand it.
But for a while there, I was like, dude,
I'm weird.
I know.
Like radio DJs shouldn't
become PTs and then all of
a sudden become a PT radio DJ again.
It doesn't make any sense until it does.
And it doesn't even make any
sense to anybody else.
It only needs to make sense to you.
Yeah.
And it only ever makes sense
in retrospect anyways, right?
Hindsight.
Twenty twenty is like there's a great,
great quote by Matthew McConaughey,
and he says,
we're really bad at knowing what we want,
but we're really good at
knowing what we don't want.
So most of figuring things
out is via trial and error.
As unfortunate as that
sounds is like there's the
only shortcut I would say
is like having a mentor,
somebody that maybe
understands your path that
you're walking might be the
only shortcut.
but even then it's like I
don't know about you but I
know me personally it's
like I still need to put my
hand on the fire I don't
know why but I mean that's
just how I learned I guess but yeah
I thought you were going to
say the Matthew McConaughey
quote was all right, all right,
all right.
That's a good one too.
It is a good one.
All right.
So you mentioned that you
worked with a decent size people, right?
Doctors, tech, whatever.
And now you're narrowing down,
which I think is good.
Explain to everybody what you get to,
what do you get to do with those people?
Or I should say for with those people,
like what do you actually do?
In short,
I help them break free from the
feast and famine cycle.
So,
ninety nine point nine percent of
health care professionals,
if you were to ask them,
how do you generate leads?
How do you get patients?
I can almost guarantee you
the majority of them will
tell you word of mouth
referrals and local events.
That's almost what every
single one of them will tell you,
which is fine.
Those are great.
Those are effective.
Nothing wrong with those.
Those should always be a
backbone of a strategy.
But the problem with those
is they're very time
intensive and oftentimes
they're incredibly unpredictable.
And so you find yourself
like you do a bunch of events,
you do a bunch of networking,
you maybe get some
referrals this month and
all of a sudden things drop
off and then you do it
again and again and again and again.
So a big part of what we do
is we help people with more
consistent lead generation.
And this often happens,
what I would call the Google trifecta.
So essentially, if you're a local business,
which is predominantly what
we work with is like PTs or
Kairos in the local area,
is like the three things
you want to guarantee
consistent leads is you
want to have a well-optimized website,
SEO related type things.
You want to have paid ads
and you want to have a good
Google business profile,
which means like reviews
and fully filled out.
If you have those three things,
I can pretty consistently tell you,
depending on where you live,
is that we can almost
guarantee you that you're
going to have a consistent
flow of leads through those
things because those are
attracting essentially
people that are seeking your services.
They're seeking out
chiropractor near me or PT near me.
If you're going to be ranked at the top,
you're going to be the one
that's selected and people
are going to choose you.
And so that's a big part of what we do,
honestly, in a nutshell.
All right,
let's talk about something that
sometimes I feel like if
you ask a hundred people in
marketing communications,
whatever it is that you want to call it,
you and I do similarly but differently.
The word is brand.
Right.
I feel like if you ask a
hundred people like what it is,
I'm not going to ask you what it is.
Cause we could pontificate for,
you can just talk.
I wound up talking to myself in a circle,
but what goes into a brand
that actually attracts
patients in your opinion?
Like what are,
and the flip side of that
question would be like,
what are providers usually
getting wrong with brand?
Perfect, great question.
I mean,
I have a perfect case study that
literally just happened.
So before brand,
you have to understand positioning.
So a brand is only as good
as the position it is in the market.
For example,
I recently worked with a
physical therapist who, where is he?
Somewhere in Tennessee.
I can't remember what city it was, but...
They were this perfect
example of a little bit more broad,
a little bit more just
serving the local area.
They're for the most part,
we're doing pretty good.
They're creating decent
content and they were
getting their Google
business reviews and they
were getting referrals and
they were doing events and
they were doing what would
seem like a lot of good things.
But they were missing this
piece that you're hitting
on perfectly is this idea of brand.
And really what it came down
to is like they weren't
really positioned in the
market to be the obvious
choice for somebody seeking
their services.
So what we did is we
essentially figured out, okay,
they loved working with
runners specifically.
They loved the running clubs.
The practitioners within the
clinic like running.
Their patients got the best
results when they came in
with running issues.
So we basically positioned
them as the go-to experts
of running physical therapy
in their local area.
And then we created an
entire brand around that specifically.
So if you go to their website,
you'll see that it's like people running.
All the vocabulary is
talking about running.
They have testimonials about
runners that were able to
have an IT band injury and
get back to running.
And so we basically just
created the brand that
would most resonate with
that specific person.
And now they're like known
as the PT runners within
their local area.
and that brand precedes itself.
So like now if there's
anybody in the local area at a run club,
it's a very obvious choice
subconsciously or
consciously in their brain.
They're like,
you should go to XYZ because
they work with runners with
knee injuries or whatever
the hell the issue is.
But yeah.
Can you have multiple brands in one clinic,
though?
So I have an opinion on this.
So it's like if you have six PTs, right,
you don't all need to be the running PT.
So I think somebody said it
way better than me,
so I'll just steal it.
Instead of having to have a
house of brands, it was a branded house.
So they were like, you came here,
like you understood
physical therapy means this
sort of ambiguous term,
which is like health or something.
And then in that,
when you got to their website,
it was tell me about you.
So you could see sort of
elements visually and you
knew which way to go
because they had three PTs
who like to help runners
and two PTs that like to
help weightlifters.
It was like, this is a place for athletes.
And then tell it, then,
then go a little deeper,
which is runners are over here.
We got you.
And weightlifters are over
here and the CrossFitters
back there and you're good.
Yeah, I think definitely.
And I think it also depends
on what you wanna build as well.
Because like to play off of
that a little bit is that if you, so like,
let's say you have a
practitioner within your
clinic that is really good in,
maybe they're not great at running.
Maybe they're maybe more interested in,
we'll say CrossFit or,
cause they actually, the same clinic does,
this is a great example actually.
So this exact same clinic
also love to work with CrossFit athletes.
And so there is a piece
within that where like,
if there's a clinician within that,
Clinic that really loves
working with CrossFit
athletes and they're
willing to quote-unquote
build that brand within the
within the organization
thousand percent like that
that can happen like I mean
you see this with corporate
companies all the time is
like you can be under a
corporate umbrella brand
but if you love rock
climbing and you want to
build an association with
your name and your practice
personally with other rock
climbers you can really
definitely do that like my
favorite analogy I know you
didn't want to play this
game but like my favorite
analogy of like understanding
what a brand is, is like,
I just call it an association.
That's really all it is.
Like oftentimes people just
use the reputation, but it's like,
what's the association that
you want to have at the end of the day?
And that can be at the
individual level of
somebody within the business,
or that could be at the
more umbrella level of like,
what do we represent within an umbrella?
But it's just creating an
association in someone's brain.
And I think the most
important thing for like anyone,
for the listener to
understand is that
everything you do creates
an association in somebody's brain.
Every piece of content,
every color of a logo that you choose,
every interaction you have with a patient,
these are all created in
association or reputation
in someone's brain.
And so it's like,
just be conscious of that.
So like,
if you really want to attract a
certain person is like, well,
then do things that that
certain person would want
to be associated with, right?
Like that's how I explain it anyways.
Yeah.
I mean, this is something that is innate,
I think, to marketers, right?
or communicators in radio.
We used to have Keith at the
radio station.
I worked with,
worked at last in Northeast Pennsylvania.
We had Keith and we did that
stupid exercise where we built an avatar.
We knew everything about Keith.
And the point wasn't the
exercise of the avatar building.
And, you know,
we knew which we picked a
local high school that
Keith went to and he
married his high school
sweetheart and he likes
these bars and these bands and yada,
yada.
The fun part was six months
later when we had a really
hard question about what to
do next or how to present this.
We just said,
would Keith think this is cool?
And as dumb as I thought the
exercise was as a twenty
two year old listening to my boss,
then six months later is
when I actually got it.
I was like, oh,
I'm able to easily make this decision.
Keith would think this is stupid.
So the answer is don't do it.
But don't get in our own head like, OK,
I'm going to put my marketing hat on.
I didn't.
I put Keith's hat on and said,
would you think this is cool or lame?
The answer was lame.
Don't do it.
Don't even try to do it.
Do something different.
I've even heard of people
going as far as printing
out a billboard or like a cutout.
I mean, not a billboard,
like a cutout of the person,
quote unquote,
and then having that in
their office or whatever it is.
Just as a constant reminder, actually,
there's a company that I
know very well that did this.
So a lot of the websites we
would build on is a
platform called Webflow.
And I was able to meet the founder.
Super cool guy.
He came to Austin for South by Southwest.
But
That was one of the things
that he talked about on a
keynote that he did was
that they literally like
when they started Webflow, the company,
which is, I think, evaluated at like, God,
it's a lot.
I don't want to say be with a billion,
but I could have swore that
was the last I heard.
But they were able like how there's like,
how do you do that?
And it was like, well,
we got very clear on our
avatar to the point where
they our mentors had us
print out a cutout of who it was.
And every time we had a decision,
like you said,
we looked at the cutout and we go,
what would they want?
And that's how we made our decisions.
And it's stunningly,
it feels like an oversimplification,
but it's not.
Because in radio or in website design,
without Keith or whoever their avatar was,
we don't exist.
It's just us talking to the
void or that person
offering a bunch of tools
that no one uses.
So if you stop paying
attention to that customer,
and I think that's a bad
word in healthcare sometimes,
seen as it is.
Well, customer's like, I'm the expert.
I'm here to tell you what you need.
And that consumer or customer is gonna go,
oh yeah?
And they're not gonna stick
around or they're gonna
come and not like that
experience because you
built it for the wrong person.
You built it for you.
To me, that's a big mistake.
Yeah.
And it's especially in the
health care industry is I mean,
like if you look at any
giant health care conglomerate,
that's exactly what you
describe is exactly how it
feels for most people is
that they don't even feel
like they are the ones that
getting the care.
It feels like I'm just doing
whatever I'm supposed to be told.
And here's this prescription
and just follow this rudimentary thing.
And no question why no one's
getting better.
Shocker.
Yeah.
You shouldn't be surprised.
You talk a lot about
websites needing to convert,
not just look pretty.
Right.
So let's talk about must
have because I want someone
who's listening right now to go, oh,
I got like two out of three of those,
but not the third.
So what are must have
elements you think every
clinic specific website
needs to move someone from
browsing to booking and
walking in the door?
Yeah,
so when I first got into this industry,
it was as an OT
transitioning into my first
job gig or whatever was
essentially freelance website design.
And in my brain, I had this idea that like,
you just need a pretty website.
And so I'll never forget my
very first client that I
actually worked with.
She was a health coach in my local city.
I actually just happened to
find her on Google Maps.
and I shot her a cold message,
and I was like, hey,
I think I can do some
things to your website to
make it look better, blah, blah, blah,
whatever.
And she was super sweet.
I still talk to her to this day.
She's an incredible human.
And I did send things to her website.
And to be super transparent with you,
this was about five years ago,
it is very unlikely that anything I did,
even remotely,
drop drove business to the
like it you know I mean
like yeah I made some
changes it might have
looked better but in
regards to like actually
affecting what everybody
wants which is revenue
within their business not a
chance and it's because
like at the time I didn't
understand that like a
website is just a tool at
the end of the day and it's
like every scenario is
different in how you use
the tool and so I would say
there's really three things
that we look at on every
single website and it's traffic
conversions and trust, essentially.
And there's many ways to
attack these problems.
But for the most part,
if you don't have anybody
going to your website,
kind of back to my example
about having just a pretty website,
who cares?
This is literally like
having a clinic in the middle of Bodunk,
Alaska, with no road to it.
Great,
that's awesome that you have a
clinic there.
Maybe it looks super awesome,
but if nobody's going to it,
it is a complete waste.
And that's what most people do.
And that was honestly what I
thought about in terms of
websites as well,
is that I thought it was
like the classic build it
and they will come.
I promise you,
they will definitely not come.
So the first thing you understand is like,
do you have traffic to your site?
Now that we have traffic to the site,
the next thing you need to
consider is like, how do we convert it?
The most basic thing that anybody can do,
which is funny to me
because I audit websites all the time,
and these are literally the
simplest thing that you could do to just,
if you did nothing else but
this thing that I'm about
to tell you next,
I guarantee you would
increase conversions,
assuming you have traffic
to your website.
And you need to answer three
questions when somebody
immediately adds on your website.
It's what do you do,
what problem do you solve,
and what action do you want
people to take next?
Example,
that previous example that I gave
you before in terms of the
physical therapist,
we do physical therapy in,
I think they're in Knoxville,
in Knoxville, Tennessee.
We help runners get back to running.
That's a bad example,
but something along those lines.
Click this button to
schedule an appointment, book a call,
download this lead magnet, whatever it is,
right?
Very simple.
Seventy percent of traffic
never makes it past the top
of a website anyways.
So everything else you do on
the website is probably super cool.
Other than that,
it's probably not that important.
And then the other thing, too,
is the third thing I was
going to hit on is trust is
that there's no arguing
that the strongest.
I guess the lever that you
can pull in trust building
is some sort of reviews,
testimonials of some form.
This could come in Google
business reviews where you
literally put like how many
reviews you have on the website.
This could come in people
like with a video,
this could come in text.
Not all trust and
testimonials are created equal.
So it's really important to
remember that is that if
you just have a text on there,
people are less likely to trust it.
If you think about your own
shopping behaviors versus
if you have like a third
party on there like Yelp
reviews or Google reviews
or something that's on a third party,
way way way higher trust
because they know that it's
actually a legitimate human
and was probably vetted on
some level um but if you
have those three things
guaranteed that you're
going to convert more
convert more I like that
that felt actionable and
everybody likes threes like
stooges and blind mice and
but honestly like you get
it like the same as like
exercise prescription or
task it's like if we give
them twenty things to do
they're gonna do zero if
you give them three you got a chance
So that's what I like.
So you did mention that
feast or famine cycle.
What's one low-hanging
marketing move someone
might make this week to get momentum?
Just one simple thing.
I mean,
because changing the website isn't
simple.
I should say it's simple,
but it's not easy.
That's going to take some
time and investment, and you should.
But what's something quick
that they could do?
Give me something like candy,
something short and sweet.
I mean, this is,
this might be an amazing thing for some,
and this might be lame for others,
but I would argue that again, I,
I audit a lot of clinics
and a lot of practices,
and this is one of the most
like low hanging fruit in
terms of it blows my mind
when people don't do this.
Um,
a well filled out Google business
profile.
It's honestly like it's relatively simple.
You literally just like fill it out.
Make sure you have some
decent photos in there.
Make sure you have your name
and your address and your hours.
Make sure it looks friendly.
You can even do these things on there.
A lot of people actually
don't know this is that you
can actually post updates
on Google business profiles.
And so you could do this
like just like social media,
like you could literally do
this once a week.
And this actually helps rank
you higher on Google.
And one of the biggest
factors by far in terms of
getting ranked on Google is
literally just having reviews.
Assuming you've been around
for a little bit,
having some way to get
reviews or reaching out to
old clients or customers to
get those reviews.
If you like number one,
I would say set up the business profile,
like completely fill it out
and then spend the rest of
the week getting at least
fifty Google reviews as
fast as humanly possible.
That's such a low hanging fruit.
It's unbelievable.
Love that.
Listen, all right.
You've interviewed a lot of
successful clinic owners.
You've talked to a lot of them.
What's one thing they all
seem to get about marketing
that sets them apart?
Is there like a common
thread amongst the people
that are successful?
Is there something that you can,
I don't know, you know,
spot in the first five,
ten minutes of listening to
them and sort of teasing
things out that you're like, okay, okay,
we got a chance here.
Man, that is such a good question.
Yeah,
I think it goes back to what you were
mentioning earlier of
understanding who you serve.
And I can speak from like my
own pains and struggles and
even like a lot of the
people that I talk to is that if you have,
here's some red flags,
is like if you have multiple businesses,
I'm concerned about you.
If you have,
if it's like what do you do
and you talk about like the
seven different services that you offer,
I'm concerned about you, right?
If it's like,
how consistently are you
engaging with your clients and customers?
And it's like once in a while,
I'm concerned with you, right?
It's like,
really what we're looking for is
just to be so hyper niche
focused on who we serve and
what specific problem that
we help them solve.
Every other challenge that
most people deal with gets
a thousand times easier in terms of like,
what sort of marketing should we do?
Or how should we position
ourselves in the market?
Or what sort of content should we create?
Or who should we be reaching out to?
What sort of events should we attend?
It's like all those
questions get so much
easier and so much simpler
when you're hyper-focused.
And I know we already talked
about it earlier in this episode,
and it seems very rudimentary,
but it always shocks me
how few people... Some
people will tell you... I
think people want to
believe that they have it figured out,
but they haven't actually
put in the hours to really
figure it out and to really
have conversations with
them and to really listen
and understand their pain points.
And even if you didn't,
here's a real simple way to
figure it out.
AI.
Go on AI and be like,
here's my person that at
this moment that I think I
really want to help and serve.
What are all their challenges,
pain points and struggles?
That's a really good place to start.
And now you actually have
some idea of how to help them.
It's a great, it's a great sounding board.
I like that.
All right.
We're going to do speed round.
Corey, are you ready for speed round?
Bring it.
Let's do it.
All right, we're gonna do hit or hype.
Corey,
I'm gonna give you common healthcare
marketing trends and you
gotta call out whether
they're worth the juice, a hit,
or just overhyped noise, hype.
Are you ready?
I'm ready.
All right, number one,
Instagram reels are the best way,
best way to grow your practice.
Is that a hit or a hype?
Total hype.
All right, it's nice, right?
I'm sure it could be part of the mix,
but it can't be, I said best,
it can't be the best.
Can I, I know this is rapid fire, but yeah,
I want to spit for one second on that.
So there's a difference
between interruption
marketing and capture
marketing essentially.
And so social media is a
great form of like interrupting somebody,
somebody scrolling and they're like,
oh my God, there's a clinic near me.
That's really interesting,
but I don't really care
that much because I'm doing
other things and I just
want to be entertained.
Versus capture marketing,
which is like the SEO and
the Google business profile
things where it's like
somebody is like searching
to solve a problem way
easier to convert than a social media.
Social media works,
but it's a different strategy.
It's much more long tail.
There's a lot more nurturing
versus capturing is like
somebody wants you like
today and they're willing
to call you way easier to convert.
So different.
All right.
Number two on the list.
Your logo, Corey,
is the most important part of your brand.
Is it the most important part?
Hit hype.
Nobody cares.
Yeah, you care.
I think the owners care.
And like, yeah, well,
what does this image say about me?
It's like people barely look at it.
I think a good one, like once you find it,
I think the good one is the
one you've used for a while,
as long as it's not bad and
bad is subjective.
Yeah, nobody cares.
All right, here's the next one.
Hit or hype.
Google reviews are better than SEO.
You've got to pick one.
Is Google review better than SEO?
Hit.
One's got to stay, one's got to go.
Yeah, I'd say so.
Because like...
Back to my earlier point,
social proof is the biggest
factor in today's world.
People are so sick of being
like scammed and trust is a
huge issue for a lot of people.
And Google reviews is by far
one of the highest ranking
factors for trust building.
And so I mean,
all the clinics that I work with,
the ones that are crushing
it and like pushing several
figures have like gone hard
on getting like hundreds of
Google reviews for a reason.
Smart, smart hitter hype.
Tick tock is where all the
new patients are, Corey.
Depends on your business.
Oh, I like that.
Yeah, you can go depends.
You can go depends.
I mean, if your patients are young, I mean,
maybe.
Maybe.
Yeah.
All right.
Last one.
Email marketing is dead.
Hit or hype?
A total hype.
There's not a chance.
It's still the most powerful
marketing by far.
It's deep.
And if you give value,
you can get attention.
I love these two phrases.
Pay attention.
Spend time.
And everybody's like, they're obvious.
I'm like,
it's pay and spend attention and time.
You got to give one to get the other.
And it's got to be worth it.
It doesn't mean monetary all
the time either.
Pay attention.
The pay and pay attention
could be like good information.
A thirty two minute podcast
episode that felt like I
got more information than
the time I needed to give to get it.
So it's a good it's email marketing.
I agree.
Certainly not dead.
Corey,
last thing we do on every episode is
called the parting shot.
Last chance for a mic drop moment,
soapbox statement, anything.
What do you want to leave
with the audience as we wrap up?
Hmm.
Man,
I guess I wasn't prepared for a mic
drop moment.
And you can repeat like an
adage or something you'd
want on your tombstone.
You can repeat something you said before.
It doesn't matter.
It doesn't need to be brand spanking new.
Money monetizes once and
skills or relationships monetize forever.
This was something that I
was taught younger when I was a mentor,
and it completely changed
how I approach life and
business in general.
I think most people are
familiar with the concept
of the infinite game,
and I can't echo that
statement enough in regards
to your life and your business.
When I talk to people that
have been in business with
other people for forty, fifty years,
It changes how you approach
every interaction you have
with that's rather a
partner or a customer.
And so, yeah,
I would just echo that statement again.
It was advice that was given
to me and I hope it
resonates with somebody
else of money monetizes once,
but skills and
relationships monetize forever.
Love it.
Corey, if someone was like, hey, listen,
this guy knows what he's talking about.
Where do I go connect with him?
Where do you want to send people?
Well, I'm stupidly active on LinkedIn.
Um, so if you have a LinkedIn account,
I'm obnoxiously active on that platform.
So that'd be super cool.
Um, otherwise I have a podcast of my own.
Uh,
basically everything you can find is on
my personal website,
which is Corey high.com.
All right, Corey, I appreciate the time.
And we'll, we'll, I feel like,
I feel like having Corey
back on the show and we
might actually have an
Austin trip in the near
future this summer.
And if we do,
I don't know if you smell that.
I smell live podcast.
I'm in.
I'll bring you on.
We'll talk.
Sounds great.
Corey, thanks so much for stopping by,
man.
Appreciate it.