Today I want to talk to you about 3 ways for you to clobber your medical competition. This is one of my favorite things; how to do things differently than anyone else. You stand out in the crowd and you can attract those exact patients that you want to work with. I love working with bariatric surgeons, bariatricians, and primary care doctors who want to add weight loss into their practice. It’s so fun helping them to differentiate themselves as the leading expert in their area.
One of the best ways is to publish a book. I’m a publisher and I’m just passionate about the topic. But I figured out a way to make it so simple for physicians create their book and get it to a bestseller on Amazon. Then, they use that to attract patients into their practice. It’s not just some whimsical book that is half-way decently put together. It’s a quality book that provides patients with what they need to know and helps them understand more about their diagnosis or what it is that’s going on. Then they recognize you. I’ve seen patients travel across the country to see the guy that wrote the book that they read that changed their life because they want to go in deeper, have more care, and be treated by that particular physician. It’s a great way to do it.
I’ve helped many docs write books. One of them is my husband. As you know, he’s got 5 bestsellers. One is on attracting bariatric surgery patients. Another is on medical weight loss patients. He’s got a book on getting back on track after weight loss surgery. I myself enjoy writing very much. That’s why I love helping other people do the same.
My 5 Profit Engines of a Successful Bariatric Surgery Practice is one of those books out there that I get comments on all the time about how much it’s helped people and their practice. For people that want to dive deeper into those profit engines, I’m able to help them with that. It’s a win-win for everybody. No matter what your specialty is, I can help you get your book out there.
If you are a bariatric surgeon or you want to create a book, I can even help you white label one of the books we already have. It’s a great way to have your patients be attracted to your office and leave your office as the best business card they could ever get. They’ll share with other people and promote to other people. And it’s all information that you specifically say all the time to your patients. It’s a way to help them and also help your practice and differentiate yourself from somebody else. Not a lot of physicians are really doing that. I can help streamline that process. It’s something that’s easier to do than you may think. So, that’s one way to really clobber the competition is to have that book. Then, it gets into the media in your area. And, you can build things on-line. It’s a cool way to highlight your patients who are successful. Include them in your book even if you’re white labling the book with me. We can add all of your own testimonials. The patients feel super special and they want to share it with other people too. Why not promote them? It’s a great way to differentiate yourself and clobber your competition. And when you’re doing that book and picking those patients you can even have a local photographer come in and do a photo shoot. It’s a win-win for everyone and it’s so much fun.
The second thing you can do is use video. I know a lot of doctors shy away from that. You don’t want to give medical advice over the internet. But there are a lot of things that you share every single day that could be beautifully shared in a video, whether it’s perfect or not. People put up with a lot because it shows that you’re human. Video has never been as easy as it is right now. For this video today I’m sitting in a classroom and I have a great set up with good lighting. I have a lovelier microphone and a stand that can move around if I’m moving. It’s inexpensive. You want to make sure you have good audio. I’ve talked about this in other podcasts. Video is a great way for people to get to know you. So, by the time they come into your office they’re glad they get to meet the doctor in the video that they’ve seen all the time on the internet. It’s a great way to promote whatever it is that you’re doing, whether it’s just you talking to a patient, sharing information that you share every day, or part of a surgical case (obviously you have to have permission). It’s a simple way for you to get out there and share information. It’s easy to get started. Take one of those questions that people ask you every single day no matter what your specialty is. It could be “Am I going to lose too much weight after weight loss surgery?” It could be, “How soon can I get off my diabetic medication?” It’s those simple things that people ask that you could turn into a quick 5 minute video. Don’t make it long, but put it out there and use the key words. You can build a boatload of organic traffic to your site and help people find you. It builds over time too. Society is mobile and patients want to see videos.
The third thing is to dare to be different. If you’re just doing the same thing that every other practice is doing (billboards, radio ads, print ads, health symposiums) you won’t stand out. Some of the things we’ve done very successfully are on-line webinars. That’s a great way for people to get on-line and ask questions in an impersonal/personal way. They can do it at their leisure. You can do it as an evergreen webinar or a live webinar. Many times I go to people’s websites and I can’t watch any until I’ve given them my name and address. I understand you want to build your base and find out who they are. Sometimes it’s good to have webinars out there that they can just watch and get a feel for who you are and what it is that you represent. Who are the patients that you enjoy serving that maybe other practices aren’t trying to go after. So there are different pockets of the population—cash pay, a specific diagnosis, or whatever it is. Look and see and target that. Dare to be different. Build your organic traffic. Be yourself. Get your out there. Be a brand. Help to get that message out there in a big way. It’s never been as easy as it is today. Literally the equipment that I’m using today is 100 dollars or so. It’s really not anything scary or that big of an investment. As you know, whatever I do I’m anxious to get a return on investment and help others too. You’ve got to build your business and you need to get out there. There’s nothing wrong with clobbering your competition, improving your patient base and being able to help more people through the skills that you have.
So, those are a few of my ideas. I wanted to give you enough information so you could contemplate it and get going if you wanted to. If you want to reach out and talk about any of these options or chat about any ideas, I’m always open to that. firstname.lastname@example.org
Make sure you subscribe to my podcast channel. And I’ve got some new membership groups that are going to be coming up. Keep an eye out for that. Feel free to connect with me on Linked in too: karolclark@weightlosspracticebuilder.
I’m building a new group in there too with some specialized education. So look forward to that. In the meantime keep doing what you’re doing helping those patients. You’re awesome. I’ll talk to you next time.