you're listening to the pt pinecast where
smart people in healthcare come to make
noise here's your host jimmy mckay and uh
good monday morning welcome to healthcare
marketing doesn't work which is something
we hear all the time in healthcare but
today we're looking at three stories that
suggest something else might actually be
true marketing works
Healthcare just keeps doing it weird.
Today we've got new research showing
patients now shop for healthcare like
consumers.
Who knew?
We did.
An insurer telling patients to avoid the
largest hospital in Vermont.
Okay.
And Wendy's convincing thousands of people
to apply for a one hundred thousand dollar
a year hamburger tasting job.
Andrea,
let's start with the big shift happening
in healthcare marketing.
So did you hear about this story?
New research out of Deloitte and they're
consultants.
So you hired them to pay them to
tell you things that you didn't want to
know and then you don't do anything about
it.
Marketing is now entering a major shift.
Research from Deloitte shows patients now
behave much more like consumers when
choosing healthcare.
I feel like that's something you've said
fifty seven times.
They compare providers,
they read online reviews,
they check reputation scores,
they look at convenience,
which means something important.
Marketing matters more than ever.
But health care organizations still treat
marketing like it's nineteen ninety eight
billboards, generic, generic, everything,
generic ads, generic social.
God,
watching social clips from some health
bigger.
It's like the bigger the healthcare
organization,
the weirder and more mayonnaise flavored
it is.
I've been in meetings where this was the
thing that came away.
The title of a series was Now Offering
World-Class Orthopedic Excellence.
What does that mean?
I have no idea.
Meanwhile,
patients are making decisions based on...
based on real tangible everyday things
like Google reviews, convenience.
They'll look up how far away something is,
what time it's open, transparency.
And they just this morning, word of mouth,
just this morning,
I responded to two different posts in my
little area's local Facebook group.
So here's the thing.
When healthcare says marketing doesn't
work,
what they usually mean is advertising
doesn't fix experience.
You're working.
I can't shine poo.
So here are a couple questions.
Number one, from what you see,
do you see healthcare organizations still
confusing marketing with advertising?
Where does the disconnect start?
I just did my inhale that we talked
about.
Okay, where do we go first here?
So some organizations are still confusing
marketing with advertising,
and some are savvy or because someone has
told them ten million times that it's
different.
But I do think healthcare organizations
are still in some way sort of confused
about what marketing is and what it can
actually bring to the organization.
And I think the takeaway,
what you were sharing,
like we could go work for Deloitte, right?
Like we've been banging this,
beating this drum forever.
And we are finally at this time where
it's consumer-driven healthcare we've been
talking about for years,
but consumers are actually driving
healthcare now because they are doing all
of those things.
They're checking reviews and they're
looking at your website and they're
talking in their Facebook group and all of
that.
So I think there are still some,
founders or execs in larger organizations
who are either confused about marketing or
sort of like just don't want to take
it seriously because they don't understand
it.
Isn't that the funniest case?
Yes.
We avoid what we don't know or we
avoid what makes us feel icky.
I don't like it.
Therefore,
I'm just going to stay away from it.
I feel like the organizations that lean
into things like this.
Isn't this why you hire smart people,
though, in theory?
Well, in theory it is,
but in practice you hire the smart person.
You know, it's funny.
You say like Deloitte, these consultants,
they come in,
you pay them a whole bunch of money
and then you don't listen to them.
Because I think, you know,
like you need to talk to someone who
knows something about this thing,
but then it either still confuses you or
seems too scary or is going to cost
too much money.
You're not sure if it's going to work.
And so we're not doing anything.
So let's run down the checklist.
We can poke fun all we want,
but I don't want to just be...
Neither do you.
I want to just poke fun for poke's
sake.
Although poking fun is fun.
What do people actually check?
I mentioned a few things.
Google reviews.
I just did a short form video the
other day that said,
if I opened a clinic tomorrow,
here's the first five things I would do
to essentially just...
exist online and none of them cost more
than a hundred dollars and i was like
i need you to do these five before
you start yep and i laid it out
so where where would you go if someone's
a solopreneur maybe you own a clinic or
maybe you own three and you're like but
i don't have a vip of mark a
vp of marketing what what are let's you
have to reverse engineer what are they
checking
What are they checking?
Making TikToks for TikTok sakes is not a
good idea, right?
But if people are on TikTok,
then it is a good idea.
So my question is,
what do you think patients are actually
looking at and paying attention to?
What are they paying attention to?
They're paying attention to reviews
because we are in this consumer focused
health care.
And I just talked with a prospect the
other day about the importance of reviews.
Right.
Like there are a bunch of things you
need to have in place,
but reviews are one of them.
And that's part marketing and that's part
operations.
Like someone to tell them that they need
to.
uh,
lever or encourage them to leave a review,
then you need to enable them.
You need to send them the links via
text, via email, scan it at check,
whatever it is like you need the pathway.
You need to give them,
there needs to be a process in place.
So there needs to be an internal, uh,
process.
And then there needs to be a very
consumer friendly, very easy way.
Like don't make me have to log in
or do something.
Yeah.
and time it appropriately um you know we
talked about this last week like i
received that email and i hadn't even had
my appointment yet and so it's like a
day after is it two hours after whatever
it may be um so they're looking at
reviews they're looking at your website
yes they're they're what are they looking
for and this is not to go too
deep but like tell me what they're looking
for what's what's the sort of this
checking the wind of a website it's
So they are looking for...
So something they don't know they're
looking for,
but they pay attention to is like,
do you look professional and real?
Number one,
do you look like it was made...
And I'm not even going to knock
Squarespace because they make some pretty
good templates.
You can't screw those up.
Some really...
expensive organization's website look like
trash.
I'm sorry.
Not not not OK.
So but they may not know that.
But that is just this is why when
I say like you're not being compared to
the clinic down the street,
you're being compared to all the other
consumer experiences they have.
Like, what is a good website look?
And they may not.
If you go like, hey,
are you checking out a clinic's brand on
their website or the UX?
Like they're like,
what are you talking about?
But they are right.
That's just subconsciously something
they're paying attention to.
But they're looking at like,
what do you do?
Can you solve this problem for me?
And then can you get me an appointment
ASAP?
And this is like the friction stuff we
talk about.
Like, can I schedule online?
But I just want to know what you
do and can you solve my problem?
There it is.
Like, that's it, right?
And ideally,
I can look to see if there's a
clinician who specializes in my thing,
right?
Like, that'd be beautiful and wonderful.
But I think basic table stakes is like,
what do you do?
Can you solve my problem?
Where are you located?
And then how do I...
Can we operationalize this?
Without me having to take nine steps,
can this bring me to...
Can this bring us together?
Exactly.
If you can't do that... Click a button.
Yeah, your website fails.
Like...
I would add in faces of humans and
triple, triple,
quadruple bonus points if they're actual
humans who actually work for your
organization.
Yes, they are not stock photos.
And I think too,
it's like headshots of clinicians,
but not boring headshots of clinicians.
Like, you know, real people.
Take your doctors,
put three of them next to each other,
tickle them.
Hey, oh, look at that.
Look what happened to your face muscles.
They smile a little bit.
Like three quarter pose is very serious.
But show me some emotion.
Because this is a purchase.
I could go to you.
I could go to someone else.
And right now I look at it.
I'm a hockey player.
This is a face-off.
You're going to win it or you're going
to lose it.
We got all the way to your website.
And you're going to fumble it because you
put generic stock images on there.
Okay.
I mean, box checked, everybody.
Box checked.
Or they don't look approachable.
Like this is an occupational hazard of
being a marketer.
Like if I look at a clinician or
provider on a website and I'm like, ooh,
that person does.
Creepy.
Yeah.
Don't get your book by its cover.
But we do.
We do.
There's an entire job called book cover
designer guy.
That's a job.
And it's because we're big dumb animals.
Act as such.
All right.
So I've got askforusewebsite.com.
reviews website social so here's the thing
like we talk about like don't do social
just to do social but you need to
have a presence right like it is like
we are no longer in the times where
it's a nice to have you need to
have it and you need to show up
in a meaningful way so you don't need
to be on every social channel in fact
i i encourage you to not be on
every social channel
But you need to be where your patients
or prospective patients are.
Or if you're looking to acquire talent,
you need to be where the talent is
and you need to have a strategy behind
it.
So this isn't like the side of someone's
desk job.
And this isn't your digital marketing
managers doing four hundred and seventy
five different things.
Like you need someone who is dedicated,
who knows how to do this,
because I'm going to go like.
all right,
what do they got going on here?
Oh, are they responding?
What's their personality?
Like,
how am I going to feel going to
this place?
And am I getting value from,
from any of this stuff?
Or is it like, just like everyone else?
Yeah.
Agreed.
Is there any... So we've got reviews,
not just asking for them,
but making it easy,
making it simple for me to... Gosh,
making...
Could you imagine if you sat down and
you were like,
I had this really glowing review,
but I didn't do it.
You're like, why?
And you're like,
because it was like six steps and I
quit halfway through,
or didn't know where,
or there was no sort of prompt as
to that you cared or you wanted me
to do that.
It's wild in my eyes.
You put so much time, effort,
and money into creating a great
experience,
had that person go through the experience,
and they're not going to tell anybody
else.
Why?
You didn't ask.
Right.
And I think the other thing on reviews,
too, is what I look for,
if there's a negative review,
did someone respond?
And how did they respond?
Yes.
Tomorrow on PT Breakfast Club,
my friend Dave Kittle just did a short
form video, Chef's Kiss.
He got a one star review.
I'll talk.
We're going to dive deep into it tomorrow.
But he was like, we screwed up.
We didn't follow up on this person's
communication.
This one star review is justified.
brilliant marketing.
Yep.
Cause it's real.
Cause no one would do that,
which is exactly why Dave did it.
He was like, no, we screwed up.
This isn't us normally, but yeah, no,
this is true.
We screwed up.
And that's so redeemed.
Like you redeem yourself.
You leave with that guy.
Why would you not believe a guy who's
trashing himself?
Right.
No, we didn't screw up.
This person didn't click.
No, he was like, no, this is right.
We, I, it fell through the cracks.
Our operations broke or whatever it was.
Yep.
And it's okay to see it right.
Like no one gets it right.
One hundred percent of the time.
But to scroll through and see like five
star, five star, four point nine,
whatever,
and then see like a one star and
then the founder or owner or whoever it
is, it's like this was our fault.
I'm really sorry.
Here's how we're going to fix it.
You know,
rather than like we don't have a record,
like we can't talk about, you know,
patient confidentiality,
like just be like, yeah.
How old are your kids?
My kids are four and seven.
You don't need to teach kids for some
reason.
I've noticed this.
Like when you're like, hey,
you did that wrong.
They just instantly, from what I've seen,
are like, yes, I did.
It's like in our operating system.
As soon as we hit a certain age,
we're like,
we just defend ourselves to the end,
to the bitter end.
So it is...
It is a juxtaposition to hear someone just
go, yeah, no, that was my bad.
I completely own it.
You're right.
And people are just like,
it really is jarring.
It's like, it's the record scratch.
And then you'll listen to anything that
person says because you're like,
you're owning a mistake?
Hang on a second.
Really?
Okay.
Got it.
Wow.
In twenty twenty six,
simply owning an operational mistake can
earn you attention.
So that's the bar.
That tells us where the bar is, right?
The bar is not low.
The bar is on the floor.
If you have like a question about your
billing or something and you call,
you already know like they're going to
give you a hard time because you have
a question about your bill, right?
Like the bar is so low.
Yeah, it's a great, he's like, uh-oh,
he has the screenshot of the review.
It's hard to see on the screen.
We're going to dive into this tomorrow.
And he's like, yeah, client rips us apart,
posts one-star review.
We let this client down.
There you go.
The next phase in the marketing, again,
I just said I'm not going to dive
too deep into it, but it's so great,
is that imagine he goes back to this
person and is like, you're right.
How can we make this up to you?
And they do.
What do you think that person will say
about you forever?
well this is the thing they know they
become a promoter like that's their story
like started off crappy and this guy made
it up for me he said you're right
and then he went over the top that's
marketing
That's marketing.
But what needs to happen then,
and this needs to be operationalized,
is everyone then needs to make sure they
are providing a five star experience.
But they should anyway, right?
Stop what you just said there.
Do you want more five star reviews?
Andrew,
we're going to pretend I'm Deloitte and
you're the client.
You just paid me forty billion dollars to
come write a report for you that you
will read the first seven pages.
Andrea, hey, Jimmy from Deloitte here.
Do you want to know how to get
more five-star reviews?
Yeah, of course I do, Jimmy.
Provide more five-star experiences.
The invoice is on the way.
Welcome.
Yes, yes.
And that's not to throw operations under
the bus.
Operations is hard.
It's hard.
This is the thing.
I always and increasingly am like,
marketing cannot be successful if
operations is not.
But they need each other.
Yes, they do.
If you're not making anything,
I can't tell anybody about it.
Exactly.
They need each other.
That being said,
too bad that's the problem like it's a
job you picked i'm sorry so like
operations needs to figure it out and then
marketing needs to figure theirs out and
then we need to work together and go
here you go and if marketing says hey
operations we have this bad process it
can't just be like well that's just the
way it is like it's not making bad
it's making bad stories yeah sal saying
google reviews are yet another example
what he calls a little bit in twenty
twenty six if you're just asking a patient
after an eval
to be so kind and pleased with your
review, you're asking too much.
QR code.
They even have those like dot things where
you tap.
Yep.
Right?
Also train your staff.
Hey, here's what to look for.
Here's what to listen for.
If this person is exuding love for someone
who just provided service, it sounds like,
it sounds like you had a great experience.
Would you?
Would you ever want to tell other people
like you what your experience was so that
they could get that service too?
That's worth money,
what I just said there.
I'll invoice you.
Don't worry about it.
As a clinician,
why is that so hard or uncomfortable?
Here's why.
I think because...
There's going to be people out there who
are smarter than me that are in neuro.
It's going to be like left brain,
right brain thing.
Like when you're in provider mode,
you're in your left brain mode.
Left is logic.
Yeah.
So you're like, oh, got it, got it,
got it, got it, got it.
So maybe that's it.
I'm just making up.
I think that's it.
No, I do.
So I've had mixed experiences with this.
And clinicians have... We've done...
We've had these standard operating
procedures and we're training and we're
role-playing and it's like, okay,
pretend I'm the patient and I said this
thing.
That's your cue, right?
But it's like,
I'm just not comfortable because I went to
school to do this to help people,
not for them to tell me how great
I am.
That's the second part.
Now you're asking a provider...
Hey, do you mind bragging about me?
Listen, I'm very extroverted.
That's icky to me.
I won an award at CSM.
I talked about it zero times.
Want to know why?
It feels weird.
So...
It's never not going to be weird.
So let's train everybody.
I would have no problem being like, hey,
did you have a great experience with
Andrew?
And you're like, yeah.
I got to be honest.
It goes a long way and will help
us help more people if you share an
honest review.
Do not say anything that is not true.
It's easier.
When people win awards or write books,
I tell them to come on my podcast.
Because it's just psychologically easier
when Jimmy says, tell me about the book,
rather than you turn a camera on and
be like, I wrote a book.
It sounds like you're patting yourself on
the back.
So that's never not going to be weird.
So do you want more reviews?
Bank it off the wall.
I have to ask.
But that can be part of the process.
Your front desk person is not your
provider.
Yep.
And this sort of goes, I think,
back to front desk being part of your
marketing system.
They have to be part of the process
for cancellations.
They need to be part of the process
for reviews.
They need to be part of the process
to not lose someone who calls in and
has a question, whatever it may be.
They have a big job.
Huge.
It's a big job.
It is.
And when that fails,
everything else looks, feels, smells,
tastes bad when that goes wrong.
Yes, when operations fails,
this place sucks.
And when operations goes well,
it's still like, oh, sorry.
It is quite literally a thankless job
because when you do everything right,
it's expected.
Now it's a C+.
But when it fails,
you're on the hot seat.
That sucks.
That is the job, though.
That's not going to change, guys.
But we can make people scream about you.
Hand them the megaphone.
And I think we can control what we
can control, right?
And we can control that.
We can't control if my insurance didn't
cover a thing and now I'm taking it
out on you because you're telling me how
much I owe.
But we can control a review because it
was a good process.
To review the tactical things from this
section we're taking away,
ask for reviews and make it part of
the process.
It's got to be easy.
Here's a test.
Bring in an eleven-year-old and be like,
hey,
can you figure out how to lead a
review?
And when they can't, your process sucks.
Because the eleven-year-olds,
they're not dumb.
They're smart.
Your website needs to look legit.
Ask someone who's not in healthcare who
you know will tell you the truth to
look at your website.
and say how's our website what does it
look like what does it feel like what
does it smell like what does it taste
like rachel is saying yeah i agree it
seems like more and more people it seems
like more and more of the pts are
the front desk people too i've asked when
overheard praise to scan qr code now good
yep yeah don't disagree uh website ask
someone what how's this feel can you book
don't just hey if you were gonna book
a thing how would you book it do
it can you do it time them
Be on social with purpose and meaning.
If you can't figure out what meaning you
bring, if you can't find out what meaning,
you're in healthcare.
There is meaning quite literally falling
off trees.
And then finally make it part of the
process.
So those are the four takeaways.
Yep.
Okay.
Today's show is brought to you by...
The billboard industrial complex.
They've actually bought ads on our show.
Are patients choosing healthcare based on
reputation, online reviews,
and convenience?
Sure.
But what if instead you bought a really
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highway?
The billboard insurance,
the billboard industrial complex,
because nothing says trusted healthcare
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All right.
So healthcare marketing is evolving.
And that means it's also getting more
awkward.
This is like a news story.
Sometimes it turns into a corporate fight.
This happens a lot with like YouTube TV.
I have YouTube TV or cable providers.
They'll be like,
ESPN is making it hard for us.
And I'm like,
I don't need you fighting in front of
me.
Right.
Settle your settle your shit.
I don't need you running promos like local
cable provider telling me how ESPN,
this major conglomerate,
is trying to lowball you,
other major conglomerate.
I need you to step outside,
settle your shit.
I'm giving you a hundred dollars a month.
What do you think I'm going to do?
Grab a pitchfork and a torch and rage
over to Bristol?
It's not going to happen.
But there's a contract dispute between
Blue Cross Blue Shield of Vermont and the
University of Vermont Medical Center,
which is the largest hospital in the state
of Vermont.
The insurer,
Blue Cross Blue Shield of Vermont,
launched a public campaign.
Did you see about this?
I did not.
They launched a marketing campaign.
The insurance company.
And the campaign is like,
it's talking about the hospital's costs.
I wanted to be like,
Why are those costs so high,
insurance company?
Blue Cross?
An insurance company ran a marketing
campaign telling people,
maybe don't go to the biggest hospital in
the state because of the costs.
Are the costs in the room?
Are they with us now?
Can you see them, Blue Cross?
How much did the marketing campaign cost?
Could we have maybe given some treatments
instead of the mark?
These are marketing people telling us,
bad spend,
go spend it on something that we can
then show to make good things happen.
Now, technically, this is marketing,
which is why it's on the show.
But it's also a perfect example of
healthcare doing marketing badly.
Badly.
Because from the patient perspective,
this is awkward and confusing.
And scary.
Yeah.
And scary.
Patients don't want to watch hospitals,
insurance companies fight each other.
They want answers to three questions.
You touched on it.
Where do I go?
How much does it cost?
And then finally, the big under,
can I trust you?
And when you're fighting,
this is why it's awkward to watch parents
fight.
Kids are like, whoa, whoa, whoa, whoa,
whoa.
You're supposed to be the ones who are
on the same page and telling me what
to do and you know everything.
Now I'm watching you fight and disagree.
Does this mean parents don't know
everything?
Insurance companies and healthcare
organizations, they're just like,
we know everything.
We're always doing the best for you.
Now we know you're lying,
but at least be consistent about your
lies.
Now you're just pointing fingers at each
other?
Awkward.
I would love for people,
if there's anybody in Vermont who's seen
this,
I don't even know how long it's been
going.
I should have researched that.
So healthcare marketing should reduce
uncertainty.
That's probably a good lesson from our
last segment too.
What is the goal of being on TikTok
or a website or whatever?
It is to reduce uncertainty.
Reduce uncertainty.
increase clarity that's it that's your job
you don't sell anything if your selling is
icky yes it is great then your only
job reduce uncertainty increase clarity
it's your only there's your needle that's
the needle to move when healthcare turns
marketing into corporate public warfare
just patients lose trust in both sides at
this time in twenty twenty six when we
don't trust anything public scrutiny and
public public scrutiny is up public trust
in healthcare in general is at a checks
notes all-time low
So this is a great move,
Blue Cross Blue Shield Vermont.
Great idea.
So Andrea,
I don't even know where to unpack this
one,
but how damaging can public fights like
these be for trusted healthcare in
general?
It's damaging.
So we in Rhode Island,
we experienced something similar.
There was not a marketing campaign,
but there were communications around it.
What does that mean?
So United, like only the largest insurer,
right?
Like United was having some contract issue
with the largest hospital in Rhode Island,
specifically as it relates to Medicare.
Like talk about confusing people.
So like it was basically like we're not
going to cover you, Medicare.
Right.
So there were communications around it
like it was sent to Medicare population.
There was some language on the website
and, you know, some flyers like taped up.
And so, but it was super confusing.
People were talking about it.
There was a lack of trust.
And then when it was resolved,
people were still confused.
And it was like, well,
I can't go there.
And it's, I was like, first of all,
you can go to any hospital.
They can't refuse treatment, right?
Like it doesn't matter what insurance you
have,
but how do you come back from it?
Like, this is what the damage is, right?
Like, how do you come?
Like,
so now are we paying for a marketing
campaign to then say, go like, oh,
just kidding.
We're happy again.
We got back together, you know?
No, you can't.
You've got a hundred X effort to get
the needle to go in the other directions
now.
Yeah.
Because I learned I can't do that,
which means I can't do that.
So I won't do that.
Right.
I was already confused about whether you
how insurance works with you anyway.
But now you're telling me like I can't.
And but now I can't like,
wait a minute, like what's going on?
I mean,
I would say not to be political,
but when it's happening in public,
like right now, I mean, gosh,
who was the Lancet?
I'll bring up the article.
They're saying that the policies and
changes that the USH Health and Human
Services are doing will take generations
to change.
I just talked to a school leader the
other day and she's like,
we still require vaccines, but we're like,
and I was like,
I don't got good luck.
No, no, no.
I know people in the local school district
nurses who are like,
your child cannot come into this building
unless they have these things.
My doctor said,
I didn't have to do that.
I didn't.
Do not answer to your doctor.
I answered to the New York State Board
of Health.
Right.
I answered to the governor.
So that tiny human will not be walking.
Well,
you're keeping like now I'm going to like
watching these people go back.
I'm going to sue you because you're and
she's like, I'm a school nurse.
I make sixty one thousand dollars a year
taking care like think this is a different
conversation.
Right.
You want to have fun?
Do you want to have fun and also
want to get insanely angry?
It's public record.
Go to your local school board website and
just Google like how much my school nurse
makes, right?
Write that number down and be like, well,
they got an easy job, right?
And I'm like, okay.
And now figure out how many kids are
in that elementary school
And then multiply that by how much you
think a child's life is worth and be
like,
that person's got Q-tips and a stethoscope
and they're in charge of them just six
to seven hours a day times every school
day for sixty eight thousand dollars.
Oh, yeah, yeah, yeah.
Oh, yeah.
What could go wrong?
So you either have people who are great,
willing to take that job at that salary
because they're like, I want to do good.
Or you have people who can't get it.
It's just it's insane to me.
How many millions worth of dollars is an
elementary school if you added up all the
human life's worth?
And you got one person being like,
I am in charge of all these lives
pretty much.
Right.
Let's pay this person as little as
possible.
Yes.
And equip them with as little as possible.
What could go wrong?
And then be mad when something goes wrong.
But this like vaccine thing and like the
overall,
like this is where it sort of goes
back to.
There's opportunity for real reputable
clinical organizations to like be on
social and be the voice of reason.
Yeah.
Right.
Like,
are we supposed to be vaccinated or we're
not supposed to?
Like, and that's just one example.
Like,
this is where an organization can get on
social and not have mayonnaise flavored
ice cream because compliance said you have
to be in this box.
Like,
they can be the ones to go like,
hey, you trust us, right?
Like, we are experts.
Here's what you should be thinking about.
Scary.
If you're a clinic owner dealing with
insurance issues,
how do you communicate that?
without scaring patients away,
should be like the next question.
Because talking about insurance
complexities in a Facebook post or a,
you know, a twenty-eight second video,
like,
I like taking on complex projects,
but that's hard.
Like that's hard.
It's hard.
I've experienced this in the past,
not in the PT clinical setting,
a different clinical setting and having to
create communications to say.
So first of all,
it becomes like a targeted communication,
right?
Like this isn't let's blast out a
marketing campaign.
It's let's identify which patients have
this insurance.
And let's send them a personalized
communication and go like,
here's here's what's going on.
Here's the impact to you.
You don't have to do anything, maybe.
Or if you do have to do something,
here's what it looks like.
And then can we over communicate with
them?
Because we know how many times it takes
to actually get something through to
someone.
And then when it's resolved,
you need to make sure you're communicating
and going like, hey, by the way,
it's resolved.
Yep.
So, right.
Like it's a marketing campaign is not the
answer.
Do you know how many times, though,
I worked my first job out of PT
school,
the clinic owner wanted to be more active
on social.
But he didn't.
He wanted people to see him.
Like the African proverb,
there's two reasons to climb a mountain.
One is so you can see the world.
The other is so the world can see
you.
And it's like,
this guy just wanted people to see him.
He was like, I am great.
And I want everybody to know how great
I am.
And I'm like, I get that.
But let's do it the other way.
Let's just teach people stuff and be there
for them.
And many a time,
I went into work at eight in the
morning and I'm still wiping whatever out
of my eyes and I'm not even awake
yet.
And he's like, Jimmy, Jimmy, come here.
Review this big,
long Facebook post I wrote.
I spent two hours writing it.
And I was like, okay.
And I'm two sentences in and he's raging
against P.T.
Mills.
So I did my Andrea.
Okay.
What is the purpose of this?
And he's like,
the world needs to know that PT Mills
are bad.
And I was like, okay,
let's pretend your seven hundred and fifty
word Facebook post that no one's going to
get past word seven.
But yes,
they're going to dig in and read your
novel.
They now agree that PT Mills suck.
Now what?
He's like,
they'll just know that I'm not that.
And I'm like,
did you say that anywhere in the, no.
So why don't we,
do you feel better now that you've written
it?
I hope so.
Good.
Delete it.
Don't share it.
Or share it with your friend.
Put it in your journal, right?
Put it in your journal.
This is why we journal.
You're venting.
This is why we journal.
Now,
pretend those people already believe that.
Talk to them now.
Pretend.
It's called suspended disbelief.
Have suspended disbelief that they now
agree with you.
Talk to them about that.
You have three choices.
And I know people get mad at me
when I use dating analogies,
but this is a good one, right?
So you got three options.
I'm at a bar and there's a young
woman I'd like to talk to.
I have three options.
Number one,
I can tell her why the guy down
further down the bar shouldn't go out with
him.
I should spend my whole time raging
against this guy.
Like definitely don't take the drink from
that guy.
That guy sucks.
Look at him.
Look at his shoes.
Look at his shirt.
Look at him.
He's a jerk.
I saw him.
I saw him kick a puppy on the
way in.
Don't talk to that guy.
That's option one.
Okay.
I mean,
if you've convinced her not to talk to
him, she might just be like, great.
Not to talk to anybody.
Option two.
This is a good one.
Talk about yourself.
How much money you make,
how many friends you have,
that you were on the high school hockey
team, what kind of car you drive,
the size of your TV.
Talk about yourself.
That's a great idea.
That is a great idea.
We've never met any of those guys.
Never.
Or now here's a radical idea.
Option three.
Talk to her about her.
Why don't we try that?
So talk to the patients about them.
I see this all the time,
like posts that start with we here at...
Do you know what's worse though?
I've called it breaking the spell.
And I see this all the time and
I don't want to be a mansplainer.
But they'll start out with what we're
talking about,
which is talking to the audience about the
audience.
And then halfway down, they'll go,
and that's why here at Callahan Auto,
we only make the finest brake pads.
And I'm like, fucking had them.
You had me.
I was nodding going, yes,
I do agree with that.
And then halfway through, I was like, oh,
you think this is how to,
in one post, generate...
affinity, know, like, trust,
generate trust, and then cash in on trust.
Right.
In one post.
That's like, Andrea, I want to...
I'm in upstate New York.
I want to eat some apples.
Big apple country.
We call it the big apple, Andrea.
We make a lot of apples.
I'm going to go outside and plant an
apple tree with a seed.
I guess they're from seeds.
I don't know.
And then I'm going to go back after
lunch.
I'm going to eat some apples.
No, no, no.
There's some time between plant the seed,
eat the apple.
And people don't get it,
which is why the bar is not low.
The bar is on the floor for you
to just do something and be better than
four thousand percent of everybody.
Right.
And I think that's part of the confusion
with... I want to be on social.
Social is another channel for me to
promote my business.
And I've said it.
I think I talked about this at a
conference like a million years ago is
social...
media is not a marketing channel it's a
patient communicate like it's a patient
and prospective patient communication
channel so it's not for you to get
on there and go like i'm the best
pt clinic in the world we're
evidence-based and we do these things no
one cares like i don't even know what
that means as a you know putting myself
in their shoes
It's a way for me to,
so you don't know who I am and
that I can help you.
Oh, I have that problem.
They're talking about that thing that I
have.
Yeah.
I have wondered about that.
Oh, and then subconsciously,
but not so subconsciously they,
they understand that.
So when I have that flare up,
I'm going to go there.
Yep.
That's it.
That's as simple as that.
But we get looked at in meetings like,
where's the, where's the,
where's the sell in this?
And you're like, what's the CTA?
Like what's clicking to book an
appointment after you show them this
morning.
A major organization reached out to me and
were like, I've been just...
This is a random dude.
I looked at the org chart,
went to LinkedIn.
I was like,
who is this dude at this organization?
He is not a major dude.
But he's like,
I've been tasked with doing ABC.
And he's like,
I've just been listening to you for a
year.
Talk on LinkedIn.
This is also a thing.
Be on multiple channels.
He's like,
I see you type on LinkedIn and the
videos and I feel like you get it.
And I'm like, but I never said...
Book a call.
Click the link below to book a call.
Every time you type that,
I want you to hear me using cheesy
radio voice in your brain because that's
what the audience thinks.
I'm here for you.
Evidence-based care.
Click on the link below.
It is cheesy.
Right.
Because it's cheesy.
It's cheesy.
Like if there's a like if we could
just do away with evidence based as an
aside, like tables.
Yes.
I would assume that it's evidence based.
Right.
Like let's open a parody clinic.
Let's call it.
We what's opposite of evidence based.
We made it up.
It's fake.
Sounds it rhymes.
So it must be true.
Right.
This treatment rhymes.
Look it.
They're all three words in a row.
Rhyme.
Must be true.
Rhyme.
M&M based.
Rhymes.
We can get words like orange and banana
to rhyme, so it must be true.
We get it, man.
You're a doctor.
I'm sure as hell hoping it's
evidence-based.
What?
What are you talking about?
You know what?
Now the fact that you're talking about
it...
I'm a little nervous.
What do you do that isn't evidence-based?
Oh, nothing.
Sorry.
Nothing.
Nothing here.
We're just telling you.
We do everything here.
Imagine your mechanic was like,
we use all the right parts.
It's like, well, shit.
Now I'm one.
You're talking about it an awful lot.
Why?
I don't trust that now.
I just thought they were always the right
parts.
To me, I will say,
my car is being fixed right now.
It's getting some auto body work.
What'd you hit?
I didn't hit anything.
It hit me.
What hit you?
It's fine.
But I had to sign something and check
a box that said they use OEM parts.
And I'm like,
I wouldn't have thought about it.
I would have assumed that you use OEM
parts.
It's literally what you...
It's like manufacturer...
Original equipment manufacturers.
It's not secondary market.
Right.
And I was just like, cool.
Why are you making me sign this to
say that you use original parts?
Because apparently it's not standard
practice.
All right.
So lesson here, maybe...
they're insurance companies they're i
don't know i don't want to stereotype but
there's a pile of um why why why
are you airing your grievances in public
this is not festivus for the rest of
us here stop doing that uh this this
segment brought to you by healthcare
negotiation theater why quietly negotiate
contracts when you can turn it into a
public marketing campaign featuring
dramatic press releases
Passive aggressive messaging and patients
wondering what is going on.
Healthcare negotiation theater because
nothing builds patient trust like
corporate drama in public.
All right, enough healthcare chaos.
I like to now steal things from outside
of healthcare to get out of this.
We love saying this to break out of
the silo.
Let's look at a company that understands
something healthcare often struggles with.
And in my opinion,
and it sounds like yours,
that attention comes before marketing.
Attention is the very first thing.
It is where the rubber meets the road.
Marketing can be the tire,
but where the rubber meets the road is
the attention-getting engine.
Wendy's understands attention.
If you disagree,
I will fight you in the comments all
day long.
Whether you like them or not,
let you know about them.
They have decided that in order,
you knowing about them is number one,
you liking them is number two.
Yep.
I ain't going to make you like me.
If you don't like square burgers and
Frosties, you're going to hate us.
Great.
Got it.
So this came from Ad Age covering a
Wendy's campaign.
And I did see this,
but sort of like didn't look into it.
But they launched a campaign offering a
job.
Okay, we're not talking about burgers,
fries, or Frosties.
They offered a hundred thousand dollar a
year job called chief tasting officer.
This is so smart.
It is.
And I have a spin already.
I have a spin and people are already
fighting me on Facebook.
Cause I already,
I sort of posted about it.
Fans apply online.
They create content for you.
Stop.
You've already won.
People are not only talking about you.
They're talking about you in public.
So other people can see it.
Wendy's wins already.
The internet just exploded.
So they create content.
They talk about Wendy's online.
The internet went wild.
Why?
Because Wendy's understands something
healthcare often just skips in the
meeting, which is attention isn't bought.
You can buy ads.
That doesn't mean you're buying attention.
That means you lit money on fire and
maybe it worked and maybe it didn't.
I'm not saying ads are bad,
but attention needs to be put in them.
A torpedo with the wrong type of whatever
in it, it's a bad torpedo.
An ad with wrong creative, bad ad.
They didn't promote burgers in this
campaign.
Devious, kind of like a ricochet.
I like it.
They created a story people wanted to
participate in.
Participation beats promotion.
You can also do this wrong and we'll
get into that.
Healthcare marketing usually talks at
people.
Brands winning today invite people into
the story.
Wendy's held the door open and said,
do you want this job?
So when clinics share real patient
journeys, community impact,
recovery stories,
notice none of those said evidence-based
or anything about your letters after your
name, just about the audience,
marketing suddenly works a lot better.
so here's how you can do this poorly
and i see this pop up every once
in a while where a local news outlet
will do their awards their superlatives
best pizza place best pt clinic and you
go online and you share it and you're
like hey click on this to vote for
us for best pt clinic
in the area.
And I'm like, that doesn't feel good.
This goes back to what we're talking about
earlier, which is like,
this is you asking me to brag about
you.
This isn't you asking me if I had
a good experience.
Do you see the difference?
Exactly.
Wait a minute.
You guys are talking out of both sides
of your mouth.
You said public reviews.
Yes.
How you ask about it is wildly important
in the process.
Can you brag about us?
Vote for me.
Why?
Did you ask me...
If you had a great experience,
would you be so kind as to let
people know so we can win this contest?
But also,
I don't want to help you win the
contest.
I want to tell people about you because
I had a great experience.
Two different things.
So Wendy's had this job thing.
What are your thoughts on Wendy's,
the chief tasting officer?
I think it's so brilliant.
So I started writing a post about Wendy's
the other day because their social media
team needs a raise.
They understood the assignment over and
over again.
They understand the assignment.
And I started to write about this and
get sidetracked.
And it was so I think this is
potentially in response to.
um mcdonald's ceo oh yeah so someone in
marketing goes hey like we need to record
you mcdonald's ceo taking a bite and
saying our burger is good or whatever and
so then wendy just goes on to their
social on onto mcdonald's social media and
is just like roasting them and and making
fun of them um and it's so great
and this is sort of in response i
think maybe it's i don't know some like
the timing lines up so
this is just brilliant to go, Hey,
wait a minute.
We're going to put out this job.
You just have to like taste our food
and then create some content and we'll pay
you a hundred.
Like here's the website.
How many people are talking about this
now?
Us on a show that doesn't have anything
to do with fast food,
but does suddenly because it's about
attention.
I'm on the website now.
So if you're watching a live stream,
you can see it.
But landing page,
Wendy's chief tasting officer about the
role.
Title, chief tasting officer, company,
Wendy's.
I love the fact that they bring it
into in parentheses.
Yes, that Wendy's.
Like they're bringing in a little bit of
their sass, which they're known for.
Pay, one hundred grand.
Job type, dream, location, remote.
Keep talking, travel, light,
mostly to your local Wendy's.
And or your couch.
A little sass in there again.
Required credentials.
A human mouth.
A pulse.
Opinions.
Creativity.
Taste.
Like, is this real?
Yes.
And then they give an explanation.
Wendy's is hiring a chief tasting officer.
You'll help bring the vibes, taste,
and creativity to the company in ways no
one else can.
It's got a benefits section.
It's sort of like reiterating over and
over and over again.
And now, how to apply.
Upload a video showing us why your...
Perfect for this position.
I pause there for dramatic effect because
this application and this campaign is
about you first, dot, dot, dot, dot, dot,
dot, dot, dot, then Wendy's.
That's why it's brilliant.
It's about you, the person reading this,
then dot, dot, dot, dot, dot, dot, dot,
dot, about Wendy's.
They could have screwed this up if they
said,
make a Wendy's commercial telling us why
Wendy's is great.
Exactly.
You would have screwed up.
That's where the CEO could have pooched
this.
Big time.
Because where's the CTA?
Where's the ROI?
The ROI is the amount of eyeballs that
you're getting.
So I'll put a video showing us why
you're perfect for this position and bonus
points if you show Wendy's branding
products, food, or restaurant.
Oh, so like...
Subliminally.
Can you?
Sure.
Do you have to?
No rules.
Just make a video.
Why you're perfect.
But it's giving you a hint.
Hey,
if you're like recreating but making funny
the Big Arch McDonald's guy,
we're going to find that funny.
But you're eating one of our burgers.
Were you the first person to dip a
fry into a Frosty?
Are you the coolest person in the friend
group?
Have you rizzed up an entire room of
suits and lived to tell the tale?
Tell us.
Show us your tasting skills and you could
become our chief tasting officer and then
where you can upload the video.
I cannot wait to see the results of
this because this happened relatively
recently.
This happened just in the last week.
I cannot wait to see the results of
this.
So good.
So smart.
And you're going to see it for however
long that page is up because someone's
going...
Yeah, I'm making videos anyway.
Why not jump on the train?
Because even if I just want to be
seen or Wendy's is going to share the
funny ones, I can be funny.
This campaign is brilliant.
It's brilliant.
And so, of course,
there's not compliance in Wendy's.
Yeah, yeah, yeah.
Got it.
But it is so smart.
And if healthcare just took like...
Five percent of this.
five percent and went wait a minute what's
a thing and it doesn't have to like
you don't have to try too hard right
like short form video like right people
are just like hey man make a video
but then consistently like have your brand
be approachable and like right like so
people people know this is Wendy's like
this is what Wendy's does so I went
online and I said so I'm sort of
like being subverse I didn't go online
saying Wendy's is doing this how would you
do this I went online and said
how many new patients would you need at
your clinic to justify paying and i said
paying a marketing agency a hundred
thousand dollars and the conversation has
already devolved into that we would never
do that you would never would never do
that that's insane because they can't
deliver
I need to get it on this combo.
I've been away.
Bat shittery is a real level of
tomfoolery.
Tomfoolery is very mild.
Bat shittery is.
The idea being,
what if you took this campaign to your
patients and you just said, hey,
we need a chief.
What's a funny, what's a fun,
what's the chief tasting officer idea?
version for a clinic patient experience,
patient liaison.
You got to make it sort of sound
like a job,
but have a little salt twist,
like chief patient.
We'll figure that out.
But the idea being I'm a real patient,
just like Wendy's, I'm a real customer.
And this is why I'm perfect.
You're pitching yourself to the clinic to
say, Hey,
I will help you create the media because
you're bad at it.
I'm a real patient.
I know what I was looking for before
I got here.
This is why you're going to pay me
a hundred grand.
And then my job is going to be
for the next three hundred sixty five
days.
Tell people about you.
And they'll believe me.
This is the modern day Jared from Subway.
Correct.
On social media.
Jared lost a bunch of weight or something.
You have to re-explain that because I
think a large percentage of the audience
has aged out of Jared from Subway.
So, so Jared, this guy,
Jared ate Subway for a period of time,
like every day and lost a whole bunch
of weight.
That's the short of it.
And so Subway hired him.
This was like pre real social media.
Uh,
Subway hired him and he was on every
commercial talking about like how great
Subway is and the whole thing.
Um,
and so he was their spokesperson
essentially,
but this was like user generated content.
They just had to pay him for this.
It was user-generated content in an era
where there was no user-generated content.
It was user-featured content.
They could have, I don't know, Andrea,
they could have talked about the
evidence-based turkey.
Turkey's not evidence-based.
Something about Subway in France or
something,
they can't call the Subway stuff,
they can't call it bread.
Is it like a bread-like product or
something?
Because the sugar content or something is
so high.
I don't know.
But anyway, yeah, the idea being,
who do we want to get people to
eat this more of and what do we
want them to know?
The idea was it's convenient and it's good
for you.
And look, this guy went from being really,
really big to skinny.
And now he's Jared from Subway.
Right.
He started from Subway and we can do
this in healthcare.
Like we can really do this.
So find someone who has something that
they're willing to talk about.
It's not a sensitive thing, right?
Like they've signed off and,
and it's all good.
And they talk about it and they're not
promoting your clinic necessarily.
Like they're just talking about their
experience.
And their lack of savvy in creating media
is actually a strength.
It is.
Because now it looks like Susie from
Middletown made the thing.
Hey, I'm Susie.
I wasn't able to walk.
And now look at me go.
Follow me for more fun tips.
Like you could have so much fun with
this.
Not to pat myself on the back,
but I did this fifteen years ago in
radio.
Here was the rub.
There needs to be a problem, right?
Or something to react to.
So I was given free ads in a
local weekly entertainment newspaper.
We had a good relationship with the local
newspaper.
Whenever they wanted to promote something,
they would come on the radio.
Symbiotic relationship.
So I'm sitting there one day.
I have a centerfold color article,
full page, that I get to use.
And I think I pitched back to them.
I'm like, I need six.
And they're like, six?
And I'm like,
I'm going to make this thing so big
for the paper,
six is going to be like a steal.
I'm like, what do you got?
I go, here's my problem.
I need to hire more part-time DJs.
But...
I want to make it fun.
So like, okay, now we lucked out.
We called our weekend DJs, very creative,
weekenders.
Because they work on the weekends.
Do you see what I'm saying?
I can see that.
It's a radio term.
I don't want to talk over your head,
but it's weekenders because they work on
the weekends.
And the newspaper was called The
Weekender.
Cool.
Good.
So I'm like,
we already have name alignment.
So the campaign was,
we're looking for our next weekender.
Do you want to be our next weekender?
I published the full-page ad was a job
ad with a script.
Like, hey,
do you want a job working at the
fourth best radio station in Northeast
Pennsylvania?
We then poked fun at ourselves.
Do you want to make state minimum wage?
Do you want to work nights, weekends,
and holidays?
Do you want to be the seventeenth in
line for Nickelback tickets when the radio
station gets them?
Do you want to get CDs from three
years ago?
Then you're in luck.
So number one,
we had to show that we were poking
fun at ourselves.
Check.
Then we posted a script.
Well,
if you're still reading and you want this
job, record yourself reading this script.
And it was like Mad Libs.
It was like, hey, I'm blank from blank,
and I'd be the perfect blank for blank.
We made it funny.
And for radio people,
we got a bunch of audio.
Now the campaign moves on the air.
Now you're to The Weekender,
the newspaper.
Their visual campaign is now audio.
And they're playing with each other.
And people now go, hey, my buddy's thing.
And I would tease it up.
I'm going to play two of them at
the top of every hour.
So get your suggestion in.
And it closes next week.
So there was scarcity, time.
and interact and then of course I called
friends at other radio stations around the
country and I'm like do a crazy version
of what would the crazy lady from your
town and then we had crazy versions of
them
Like, whoa.
And then I was like, I don't know.
Vote.
Text this to this to tell us who
you think.
And then next phase,
we took the top ten or whatever,
and I brought them on the air with
me for an hour,
and they got to host my show for
an hour.
And then people voted.
And then da-da-da-da-da.
And now we're making videos.
So video, text, air, paper, print,
da-da-da.
It was the reality show on the radio.
And we didn't hire one person out of
that.
I hired like four because I found four
good people.
And now people were like, oh,
that's great.
I wanted that girl to win.
I wanted that guy to win.
Can you do that with your patients?
Guys,
we're different than medical doctors.
You know that, right?
Like,
I don't know if we would do this
if I was if I was a medical
doctor practice.
Maybe I wouldn't do this.
This feels P.T.,
And we're not leaning into that.
We're leaning away from that.
And I need you to stop doing that.
And I think your bank account and your
patients and your local community would
appreciate if you did.
So that was our weekender promotion.
And we did it after that every year,
every year.
And people looked forward to it.
People were like,
how do I get the job?
And I'm like, well,
And here's what I had to give up.
I had to turn to my boss and
be like,
we're going to onboard three people and
pay them state minimum wage.
Because my boss was always big.
He's like, Jimmy, where's your bench?
If two people quit, are you out?
And I was like, that's a good point.
You're always hiring.
Always be hiring.
And that was great.
So I used a campaign to solve my
problem.
But I wasn't faking it.
It was a real campaign.
Wendy's is stealing that funder.
My question is to you,
how are you doing that?
So, oh, Chief Recovery Officer.
just came to me to be this chief
recovery officer.
Could you do that?
I don't know.
I feel like a clinic stealing that this
takes effort because everybody out there
is thinking,
how am I going to operationalize that?
I'm just telling you when your competition
does it,
they're going to beat you and you're going
to be confused.
And I mean, that's it, right?
It's like a lot of things take effort,
but then someone does it and then you
can't do it.
Like it doesn't, it's not cool.
Well, that's why I said,
and I'll get to my post after this,
I'll share,
I'll tag you in it or whatever.
But I was like, how many referrals?
So that's the ultimate thing.
Wendy's is now, let's close the loop.
Wendy's is now saying, number one,
this competition, just us doing this,
has already paid for itself in a hundred
thousand dollars worth of attention.
Can we just be very,
are you in agreement on that?
Before they ever hire their chief tasting
officer.
Absolutely.
Multiple,
multiple times what this chief tasting
officer will pay.
Now they get to take the victory lap
and go,
remember that job we were giving away?
This is Karen from Iowa.
She's our chief tasting officer.
Even if they run with her for a
month,
they hand her a hundred grand and go,
thanks.
We win before it starts.
Yep.
How much content do they, I mean, it's,
Karen,
we're going to fly you to the headquarters
and we're going to bang out fifty pieces
of content in a weekend,
give you a hundred grand.
And if it goes well,
we'll call you back in three months and
we'll do it again.
But you keep the hundred grand and we'll
put you on the website.
It'll be fun.
And what is a hundred grand to Wendy's
versus Karen?
Correct.
Now,
that's why my question with the post was
to a clinic.
How many referrals would you need to
generate
justify hiring your chief tasting officer.
And that's going to vary from setting,
location, clinic size, blah, blah, blah,
blah, blah.
I understand that.
My job is just give you potential
solutions.
I make suggestions.
Andrew makes suggestions.
You make decisions.
But my point is,
this is a way that you could do
it well.
So I don't know.
You would have to net enough...
And you're going to decide whether this is
worth it because then you still need to
operationalize it.
I'm not poo-pooing that.
There is still some effort behind this.
But if you could do this in your
town, your community, and steal attention,
I don't know.
Do you think that would echo?
Yes.
Because it's not just how much an
evaluation or a plan of care is going
to bring in.
It's LTV.
It's lifetime value.
Exactly.
And I mean,
I think that's just the last piece I'll
say in the operationalize is you can keep
doing things that don't cost a lot or
don't have a lot of effort to
operationalize but are not providing any
return.
There you go.
Or you can put effort into a thing,
whatever that thing is,
doesn't have to be this thing,
whatever that thing is,
which means operationalizing it,
maybe putting some dollars behind it,
whatever, maybe not.
I don't know.
And actually getting some return.
There's a threshold.
Here's the thing.
Everybody else is doing so little that you
doing this would put you in the upper
echelon.
It would bat shit confuse people.
They'd be like, what is this?
This can't be real.
Isn't that great?
When someone sees your thing,
it's so different.
People immediately think it's fake.
That's why when Wendy's on that landing
page wrote Wendy's.
Yes, that Wendy's.
Like, this is real.
It's on Wendy's.com.
Yep.
Yes, this is real.
So great.
All right.
Parting shots for today.
What's your takeaway?
We covered a lot.
I'll go back to stop talking about
yourself.
Oh, please.
And you're evidence-based.
Get rid of that word.
Evidence-based.
My clinic is bound by the rules of
gravity.
Yes.
Thank you.
Yes.
Great.
Making me nervous.
I would say start with the end in
mind,
which is one of the habits of highly
successful people.
So if you're like,
we need more people to know, like,
and trust us.
If the answer is reviews,
ask for them and make it simple.
We want to look like we're respectable.
Then look respectable.
And your website can't look like a
nine-year-old did it with, you know,
although a nine-year-old will probably do
better than a lot of these organizations.
If you think your audience is on social
media, be there with purpose and meaning.
It needs to lead with purpose and meaning.
Has to.
And finally,
understand that your goal is to put
together a process to do this and give
that to someone as their actual job,
right?
Because this is actual work.
I'm very sorry.
I got to pick a fun job.
All the jobs were available on the first
day and you decided to pick a not
fun job.
I like to make noises and videos.
This is my job.
It's a job.
Empower someone to do it.
All right, Andrew, we're back next week.
Who the hell knows what someone will do
until next week?
But we'll be back with more Healthcare
Marketing Doesn't Work until you do that.
That's it for this one,
but we're just getting warmed up.
Smash follow, send it to a friend,
or crank up the next episode.
Want to go deeper?
Hit us at pgpinecast.com or find us on
YouTube and socials at pgpinecast.
And legally, none of this was advice.
It's for entertainment purposes only.
Bulls**t!
See, Keith?
We read the script.
Happy now?