How Surgeons Should Market Their Specialty to Patients w/ Kim Rodgers of Medtronics Spine #129

Today we had the pleasure of speaking with the Senior Product Manager of Medtronic Spine & Biologics, Kim Rodgers. Kim manages the digital direct to consumer (patient) marketing strategy for the US Marketing team. Strategies involve owned, earned, and paid media sources. 

Kim joins us today to discuss how you can improve your Google rankings by employing the tips and strategies she’ll share with us on this episode.

[00:01 – 12:20] Opening Segment

• Kim Rodgers talks about her role in Medtronic
• The biggest issues providers are facing when connecting with patients
• The role that a practitioner’s website plays
• How to know if your website is effective
• • The value of Google Analytics
  • Geolocation and Important Conversion Metrics 

• Kim’s recommendations for better Search Engine Optimization
• • Google yourself – do some research
  • Consistency

[12:21 – 17:57] Increase Traffic to Your Business

• Kim talks about Google My Business
• • Your gateway to being found locally through local search
  • The more you can fill-out and complete, the better you’re going to perform

[17:58 – 23:38] Reputation is Everything

• We talk about the importance of REVIEWS to your business
• • Help patients decide if you’re the one they are looking for
  • Good reviews increase patient confidence and attract more consumers
  • Negative reviews help you grow as a business

• Leverage software and technology

[23:39 – 30:25] Let Your Voice Be Heard

• Kim talks about how providers can effectively get their voice out to the world
• • Social Media presence
  • Create a website that points back to the institution where they practice

• Make sure that your field of expertise is showcased

[30:26 – 38:59] Closing Segment

• Kim talks about the resources Medtronic provides to answer their clients’ questions and help them navigate the waters of healthcare evolution
• Focus on how you’re being represented online
• Create the foundation of your “house.”
• Kim answers: How are you staying engaged during COVID with your team?

Tweetable Quotes:

“Reviews to me are very important because it shows that you’re real. It also is an extension of someone else’s experience and it’s building an advocacy for you.” – Kim Rodgers

“The last thing you want is for them to find you and get to your website and not feel confident that they’ve clicked that link and found the right person.” – Kim Rodgers

Resources Mentioned:

• Google Analytics
• Google My Business
• Search Engine Optimization Definition

You can connect with Kim on LinkedIn. Visit their website https://www.medtronic.com/us-en/index.html

Subscribed Yet? Now you can!

Subscribe to the Patient Convert Podcast and never miss a new episode!

Subscribe for emails or using your favorite podcast app via Email, Apple Podcasts, Google Play, Spotify, Stitcher or visit my website https://kelleyknott.com/ 

Feel free to connect with me on LinkedIn, Twitter, Facebook, Instagram  

What We Do

Check out our Healthcare Marketing Agency – Intrepy Healthcare Marketing

Check out our physician liaison training platform – Physician Liaison University

Leave a Rating & Review for Other Listeners!

I hope that you have found this episode and any others you have listened to to be helpful in your growth as a healthcare marketer or practice owner. Please consider leaving a review on one of the channels above.

The best way to do that is to rate the podcast on Apple Podcasts and leave us a brief review! You can do the same on Stitcher as well.

Your ratings and reviews help get the podcast in front of new listeners. Your feedback also lets me know how I can better serve you.

Thanks for listening. Kelley Knott

What Makes Healthcare Marketing Different: The Inside Scoop w/ Matthew Scott #128

Today we had the pleasure of speaking with the Principal and Managing Director of FEED. The Agency, Matthew Scott. FEED is an award-winning healthcare brand agency engaged by doctors and dentists who want to creatively differentiate themselves in their local marketplace in the mindset of their ideal patients.

Let’s dive into Matthew’s story of how physicians can better market themselves and bring in the ideal patients.

Things you will learn in this episode:

[00:01 – 07:21] The Importance of Healthcare Marketing

• We introduce our guest, Matthew Scott
• Matthew gives a little bit of back story about himself

• • Business Agency Owner
  • United States Army Veteran
• We talk about why we created this podcast
• Matthew talks about the importance of the healthcare marketing industry
• • Patient-centric approach
  • Difference between patients and consumers
• “The Money Pit” that doctors have to avoid

[07:22 – 17:52] What Makes Healthcare Marketing Different

• Difference between a healthcare marketing agency and a traditional marketing agency
• How do you deal with physicians that are nervous and hesitant about working with another agency?

• • “I give them our belief, our methodology.”
  • Build a patient experience around trust
• Matthew digs deeper into the “onboarding process.”
• • Doctors must understand that patients are focused on perspective, process, and protocol.
  • What does a great patient experience look like, sound like, and feel like?

[17:53 – 25:39] Branding vs. Marketing

• What is the difference between branding and marketing? And why is it important to have the difference communicated to physicians?

• • Matthew gives a comparison of branding and marketing
• Giving physicians a voice

[25:40 – 40:52] Working with FEED

• Things for physicians to consider when working with Matthew

• • Awareness
  • Focus on the message to be communicated
  • Become the specialist of their specialty
• Matthew shares a recent trend in healthcare marketing
• Clarifying the meaning of agency and what we can bring to the table

[40:53 – 49:55] Pathfinder Movement

• Shout out to all the pathfinders in the healthcare marketing field

• • People want to work with you because they find value in you.
• Matthew reflects on the future opportunities for this industry
• Matthew’s final thoughts for the listeners
• Connect with Matthew online. See below for the links

Tweetable Quotes:

“Hey doctors, we believe that the key to your patient marketing communications is that it’s built on trust and trust is your real currency, and if you believe that trust is your real currency, then why would you not take marketing and branding and clothe your patient experience around trust. And if you form enough trust and what will happen is, is that your brand will go from awareness to building authentic authority and when you reach authentic authority, i.e., your reputation is something that others are sharing on your behalf. You will not only attract ideal patients, but you will ultimately spend less money in traditional marketing.” – Matthew Scott

“What does a great patient experience look like, sound like, and feel like? And if the doctors listening to this just took that into consideration and then wrapped it in a patient onboarding system if you will, they are so much further ahead.” – Matthew Scott

“If you can start off with a strategic understanding of how to authentically differentiate yourself in the mindset of patients, you will learn to attract more ideal patients.” – Matthew Scott

Resources Mentioned:

• FEED. The Agency
• Physician Liaison University
• Intrepy

You can connect with Matthew on LinkedIn and Facebook. Visit their website to know more about FEED. The Agency

Subscribed Yet? Now you can!

Subscribe to the Patient Convert Podcast and never miss a new episode!

Subscribe for emails or using your favorite podcast app via Email, Apple Podcasts, Google Play, Spotify, Stitcher or visit

my website https://kelleyknott.com/ 

Feel free to connect with me on LinkedIn, Twitter, Facebook, Instagram  

What We Do

Check out our Healthcare Marketing Agency – Intrepy Healthcare Marketing

Check out our physician liaison training platform – Physician Liaison University

Leave a Rating & Review for Other Listeners!

I hope that you have found this episode and any others you have listened to to be helpful in your growth as a healthcare marketer or practice owner. Please consider leaving a review on one of the channels above.

The best way to do that is to rate the podcast on Apple Podcasts and leave us a brief review! You can do the same on Stitcher as well.

Your ratings and reviews help get the podcast in front of new listeners. Your feedback also lets me know how I can better serve you.

Thanks for listening. Kelley Knott

How CTCA Became the Leader in Patient Centric Marketing w/ Ken Chaplin, CMO of CTCA #127

Today we had the pleasure of speaking with the chief marketing officer of Cancer Treatment Centers of America, Ken Chaplin. After building up his experience with different markets, different forms of marketing, and working for various companies, Ken moved to the healthcare industry marketing scene. Ken focuses on a marketing strategy centered around the consumers.

Let’s dive into Ken’s story of how CTCA leads the industry in patient-centric marketing.

Things you will learn in this episode:

[00:01 – 02:18] Opening Segment

• We introduce our guest, Ken Chaplin
• Ken talks about his journey and what led him to Cancer Treatment Center America
• • Over 25 years in marketing-related capacities
  • Worked at The Walt Disney Company for 11 years
  • • Started at Burbank and was able to take on a few overseas assignments

[02:19 – 14:48] Transition to a Different Side of the Marketing World

• What makes healthcare marketing different from other industries?
• Ken talks about how their team works their way through the various departments in their organization while staying engaged with consumers and providers
• Ken tells us about how they tailor their marketing strategies based on their consumers
• • Shares the core foundation of what CTCA was built on
  • The Mother Standard: Giving the care that you deserve
  • Getting patients involved
• Ken shares how they at CTCA help patients understand the risks and how they’re keeping them safe amidst this COVID-19 pandemic
• • Partnering with the medical community
  • Online digital resources
  • Communication

[14:49 – 21:18] Switching Gears in CTCA’s Marketing

• Ken talks about the measures they are taking to make their services easier to find and readily available online.
• • Focusing on the “paid search world.”
  • Video marketing
  • Direct communication with consumers
  • Building a data structure
• Leveraging landing pages
• • Building a trust relationship

[21:19 – 29:54] Physician Relations

• How CTCA is building their physician referral relationships in this COVID-19 situation
• • Working with the local community
  • In a network with the insurance providers
  • Continued communication with patients and physicians
  • How CTCA can be an outlet for communities that need help
  • Patient empowerment
• Use of the Zoom App and other platforms to stay connected, spread information, and for constant communication
• • Featuring physicians
  • Providing education, resources, etc.

[29:55 – 40:31] Telehealth

• Ken talks about his forecasts on the biggest changes the healthcare industry will face in the upcoming months
• • Adaptation of Telehealth
• What do you want your legacy to be?
• • For the industry: continuing to reinvent myself and stay an innovative leading influencer in the market
  • To my team: be someone that can help develop my team
  • To the consumers: continue to provide information to reach consumers so that we can help them
• Connect with Ken and Cancer Treatment Centers of American online!
• • See below for social links.

Tweetable Quotes: 

“What we are just trying to say is, ‘Hey, there are options, and you can, to your point, take your treatment, take your journey, and control it yourself.’ Be empowered to make those decisions. You have a partner, and you have a partner who’s going to deliver you with a power of a plan to get you the treatment you need certainly.” – Ken Chaplin

Resources Mentioned

• Cancer Treatment Centers of America
• Zoom App
• LinkedIn
• Biweekly Webcasts via Facebook Live with Dr. Pat Basu
• Telehealth

You can connect with Ken on LinkedIn or Twitter. Click here to visit Cancer Treatment Centers of America’s website to learn more about cancer treatments, research, and resources.

Subscribed Yet? Now you can!

Subscribe to the Patient Convert Podcast and never miss a new episode!

Subscribe for emails or using your favorite podcast app via Email, Apple Podcast, Google Play, Spotify, Stitcher, or visit my website https://kelleyknott.com/.

What We Do

Check out our Healthcare Marketing Agency – Intrepy Healthcare Marketing

Check out our physician liaison training platform – Physician Liaison University

Leave a Rating & Review for Other Listeners!

I hope that you have found this episode and any others you have listened to to be helpful in your growth as a healthcare marketer or practice owner. Please consider leaving a review on one of the channels above.

The best way to do that is to rate the podcast on Apple Podcasts and leave us a brief review! You can do the same on Stitcher as well.

Your ratings and reviews help get the podcast in front of new listeners. Your feedback also lets me know how I can better serve you.

Thanks for listening. Kelley Knott

Common Digital Advertising Mistakes Healthcare Practices Make w/ Nick LaIuppa #126

Today we had the pleasure of speaking with public speaker and founder of Nick LaIuppa Marketing, Nick LaIuppa. After spending thousands of ad dollars and exploring various strategies, Nick focuses on serving small-medium sized businesses by building digital marketing and advertising campaigns across multiple platforms. His purpose is to help people like you drive the sales you need to turn a profit. 

Let’s dive into Nick’s story of how to avoid common digital advertising mistakes to get the results you are looking for.

Things you will learn in this episode:

[00:01 – 14:15] Advertising Too Soon 

• We introduce our guest, Nick LaIuppa.
• Nick talks about common digital advertising mistakes. 
• Nick talks about the fear of advertising too soon and how to avoid it. 
• • Create patient personas
  • Not properly visualizing and laying out your funnel
  • Not training staff on process
  • No specificity – trying a shotgun blast approach
  • Not building out specific landing pages for each type of ad 

[14:16 – 19:47] The Lack of Transparency 

• Nick talks about the importance of transparency when it comes to understanding your AdWords marketing. 
• • Most marketing agencies lack transparency and refuse to grant their clients access to their own assets and data 

[19:46 – 27:23] Not Properly Tracking Your Program and Reporting 

• What metrics do you need to focus on?
• We talk about another common mistake; not properly tracking your program and reporting 
  • Nick mentions his top 4 metrics to keep track of:
    • conversions
    • conversion rate
    • click-through rate
    • cost
  • How often should you look at them?
  • What do you use to track?

[27:24 – 37:26] Leads Dying ON the Vine

• Nick talks about what it means to let “leads die on the vine.” 
• •  Not putting them in a nurture sequence  
  • The most expensive and cheap advertising 

• Email nurture sequencing. 
• • What retargeting means 

[37:27 – 47:24] Picking the Wrong Platform and Bailing Too Soon

• Nick gives us the key points in choosing the right platform to advertise on. 
• • Understanding who your customer is 
• Nick sheds some light on bailing too soon when you’re investing in ads. 
• • How much time does it actually take to get results?

Tweetable Quotes: 

“The way that I always go about recommending the ad platform is first understanding who their customer is.” – Nick LaIuppa 

“If you ever get in touch with a marketing person or an agency that is telling you they can guarantee your results, that’s a red flag.” – Nick LaIuppa

Resources mentioned in the episode:

• Conversion Rate Definition 
• Retargeting Definition
• Menopause Definition
• Intrepy Healthcare Marketing
• Physician Liaison University

You can connect with Nick on Linkedin, Instagram, Facebook, Twitter, and Youtube or visit his website https://nicklaiuppa.com/

Subscribed Yet? Now you can! Subscribe to the Patient Convert Podcast and never miss a new episode!

Subscribe for emails or using your favorite podcast app via Email, Apple Podcasts, Google Play, Spotify, Stitcher or visit my website https://kelleyknott.com/ 

Feel free to connect with me on LinkedIn, Twitter, Facebook, Instagram  

What We Do

Check out our Healthcare Marketing Agency – Intrepy Healthcare Marketing

Check out our physician liaison training platform – Physician Liaison University

Leave a Rating & Review for Other Listeners! I hope that you have found this episode and any others you have listened to to be helpful in your growth as a healthcare marketer or practice owner. Please consider leaving a review on one of the channels above.

The best way to do that is to rate the podcast on Apple Podcasts and leave us a brief review! You can do the same on Stitcher as well.

Your ratings and reviews help get the podcast in front of new listeners. Your feedback also lets me know how I can better serve you.

Thanks for listening. Kelley Knott

How to Use LinkedIn to Increase B2B Sales w/ Steven Perchikov #125

In today’s episode, we are joined by the sales expert, co-founder of Artofsalesacademy.com, Steven Perchikov.  Steve is a master of B2B pipeline development and social selling. We are talking about how healthcare organizations can develop valuable B2B sales strategies by leveraging LinkedIn.

Let’s jump into Steven’s interview where we focus on helping the healthcare community learn how to use LinkedIn as an effective tool for marketing.

Things you will learn in this episode:

[00:01 – 04:28] Opening Segment

• We introduce the guest, Steven Perchikov to the show
• Steven talks about his career background and how he got into the entrepreneurial world 
• • He has a sales consultancy in a LinkedIn agency called Art Of Sales Academy. See below for the link.
  • He helps b2b businesses generate more opportunities and sales
• Steven shares some of the outreach strategies to develop an outbound system.

[04:29 – 14:42] Positioning Yourself on LinkedIn For Success

• What about LinkedIn makes it so different when it comes to social media marketing?
• • Steven explains the main differentiator of LinkedIn compared to other platforms is that it is a place where businesses hang out exclusively, and it’s the highest value social networking platform that anyone can leverage. 
• How do you structure a really good hook when selling or using direct outreach and messaging on LinkedIn?
• • Steven shares with us the different personality types and different strategies in building community and increasing engagement with clients. 
• What are some of your advice for people getting started on LinkedIn? 
• • Listen to Steven’s valuable advice for people like you who want to optimize their professional business profile on LinkedIn.  
  • Start building your list. 
  • The fastest track to getting appointments on your calendar 

[14:43 – 20:58] How LinkedIn and Email Outreach Go Hand in Hand 

• What makes LinkedIn so unique compared to other social media platforms as far as connecting and direct cold outreach? 

• Steven addresses how valuable LinkedIn is when it comes to building customers’ trust to get their emails.

[20: 29 – 30:33- ] Building a Pipeline and Leveraging the Power of LinkedIn

• If you’re going after 50 to 100 connections a day? Is it worth it? 
• • Steven provides a proven test for why connections they send without a message perform better than the ones with. 
• The importance of LinkedIn is social selling
• Steven shares insight as to how the healthcare world is utilizing LinkedIn more as their marketing strategy especially during this time of COVID. 

[30:34 – 35:39] LinkedIn Sales Course 

• Steven and Kelly talk about the LinkedIn Sales Course and preview what they are working on that will be coming out. 
• What is your advice for anyone deciding to start their LinkedIn journey?
• • Steven gives the greatest advice to startups like you that you don’t want to miss!

Tweetable Quotes: 

“The difference between cold email to someone versus an opt-in, where you’re actually nurturing someone to some date to get emails. That’s a huge difference” – Steven Perchikov 

“Breaking patterns of what people are used to. And being relevant are two great ways to improve connection rates” -Steven Perchikov 

Resources mentioned in the episode:

• Steven Perchikov
• Art Of Sales Academy
•  Jeff Wiener founder of LinkedIn
• Intrepy Healthcare Marketing
• Physician Liaison University

You can connect with Steven on Linkedin, and Facebook or visit his website https://www.artofsalesacademy.com/

  Subscribed Yet? Now you can! Subscribe to the Patient Convert Podcast and never miss a new episode!

Subscribe for emails or using your favorite podcast app via: Email, Apple Podcasts, Google Play, Spotify, Stitcher or visit my website https://kelleyknott.com/ 

Feel free to connect with me on LinkedIn, Twitter, Facebook, Instagram  

What We Do

Check out our Healthcare Marketing Agency – Intrepy Healthcare Marketing

Check out our physician liaison training platform – Physician Liaison University

Leave a Rating & Review for Other Listeners! I hope that you have found this episode and any others you have listened to to be helpful in your growth as a healthcare marketer or practice owner. Please consider leaving a review on one of the channels above.

The best way to do that is to rate the podcast on Apple Podcasts and leave us a brief review! You can do the same on Stitcher as well.

Your ratings and reviews help get the podcast in front of new listeners. Your feedback also lets me know how I can better serve you.

Thanks for listening. Kelley Knott

Growing Your Personal Physician Brand w/ Kevin Pho MD #124

In today’s episode, we are joined by Kevin Pho MD the founder of the top physician blogging website KevinMD.com. Dr. Pho joins us to discuss how he created such a powerful personal brand and what other physicians can be doing to grow as a thought leader and create an engaged audience.