Stop Panic-Posting: What Healthcare Marketing Actually Requires

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She helps practices, providers, and healthcare organizations show up with clarity, consistency, and a voice that feels true.
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Oh, I have to work with you in order to be successful.
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It's I want to work with you because I know you can help me be successful.
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There's a difference there.
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Welcome to the Snap Scale Show, the podcast for healthcare leaders who want to grow their practice without the burnout, the chaos, or the staffing overload.
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Every episode, we sit down with the people figuring out how to build stronger teams, better patient experiences, and ultimately better care.
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Let's get into it.
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There is a piece of marketing advice all over the internet right now, and it's costing healthcare practices real money.
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It sounds responsible.
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It sounds urgent.
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And my guest today built her entire business on refusing to follow it.
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I gotta say thank you guys for joining us, audience.
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Thank you for joining, commenting, and sharing the show.
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It's truly because of you that the Snap Scale show even exists.
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And my guest today, Christina Hall, well, she understands, just like I have learned, that true wealth starts with practice health.
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Christina is the brains behind the personality, uh, and uh excuse me, she's the brains and personality behind all social media with a sharp eye for strategy and strong understanding of healthcare space.
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She helps practices, providers, and healthcare organizations show up with clarity, consistency, and a voice that feels true to who they are.
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Welcome to the show, Christina Hall.
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I'm so happy to be here.
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Thank you for having me.
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Yeah, I'm super excited to have you here as well.
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You know, before we jump into strategy, yeah, you uh did the brand and messaging work for the National Society of Healthcare Business Consultants certification.
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I was just at the NSCHBC in Cleveland.
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You know, Christina, take us inside.
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How did you reposition that credential that most healthcare providers have probably never even heard of?
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Well, that right there is the biggest problem.
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And that's why I got hired to do it, is because most people don't even know what a certified healthcare consultant is.
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Um, I've had the pleasure of working with the NSCHBC for the last seven years, which is crazy to say.
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Um, and over those years, we've always had this certification.
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And it's something that um the society really struggled to to promote uh overall.
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And I do the marketing, so like this this was a big thing for us.
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And one of the things that we really found was that nobody knew how to talk about the certification, like at all.
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They couldn't talk about it.
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They, it was very just vague, right?
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And you know, it had a lot of benefits, but nobody could put it into words.
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And so it was, oh wow, this year, last this time last year that we embarked on this journey of figuring out what to do with this certification.
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And it was imperative because it was either we're gonna drop it or we're gonna make something happen with it.
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And it's also imperative because it's part of our name.
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So getting the clarity around this certification was huge.
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And what we did was um myself and my colleague Kelly, I would not be able to do it without her.
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We did a ton of voice of customer interviews.
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That's where we started.
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So we went right to the source of everybody that was it within the society that has already been certified.
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And right now we have about a 40% rate of who's certified, but we would like it to be um above 50%.
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We want pretty much over half of our people.
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And so we we dove deep.
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We interviewed 10 plus people, ones that were certified, ones who weren't.
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Um, and we asked them just a series of questions to really identify like the true meaning behind a certification.
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Why would anybody want this certification?
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And what we really came down to was it's the MBA for healthcare consultants.
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If you want to be a strong healthcare consultant, this is like the certification you need.
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It was probably one of the most rewarding projects I have ever worked on because I could go back to the society and finally say, hey guys, we don't want to get rid of this certification.
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We need to better position it.
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And that's exactly what we're doing now.
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So we did do the, we did the whole project.
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I got to present to the board, give them all of our findings.
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Um, one of the biggest things that we found was most people become certified within the first year of membership and we were not targeting those people whatsoever.
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So, right there, that told us, hey, we got to target this demographic.
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And it opened up a whole new line of demographics for us that we could target.
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And now the work really begins.
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We did all the back work, but now we're putting all that messaging into play.
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And it's, I mean, at the end of the day, now we can say yes, we need the certification and we need to market it properly.
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And that's what we're doing.
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So I'm really proud of that work.
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Yeah.
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You know, Christina, you call yourself the brains and the personality behind all social media.
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Yeah.
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Which one did the does healthcare need more whenever you start with them?
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Is it brains or personality?
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Oh, so I was actually having this um conversation with Carl White about 30 minutes ago on the phone.
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And um, I I think personality from a social media standpoint, personality goes a long way, right?
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One of my favorite things to kind of throw out there when it comes uh to social media is showcasing your personality is really important, as we all know that.
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And as we get older, um, my generation, that millennial generation, we're the adults of the world.
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We we gotta see your personality, especially when it comes to health care.
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And so I think personality goes a long way.
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Obviously, you want to know your craft, you want to be knowledgeable.
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Um, but you're here.
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So like I feel like that's a given.
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Personality goes a long way.
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I think people hire people because they like them.
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Yeah, for sure.
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I mean, it's a first step in any type of process, right?
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You have to connect with people.
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And if they don't see your personality, you're gonna miss an opportunity.
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Every time.
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I think I get hired a lot for my personality.
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I think I've been doing this.
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Oh gosh, I'm past 15 years now.
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I think I'm going on my 16th year.
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And um, I think my personality gets me a long way.
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I think people know what what I do and they know that I do it well.
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Um, but if I had a horrible personality, I don't think I would be signing the clients that I do.
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So that it goes a long way.
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Yeah, speaking of clients that you sign, you know, when a practice comes to you, convinced their marketing is failing.
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Yeah.
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What do you actually find when you look under the hood of that practice?
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Operations.
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I find that operations is usually a huge problem when it comes to, well, a lot of things, but marketing is definitely one piece.
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Um, typically I find people who are they have if they've done marketing at all, it's usually somebody within the in the office.
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You know, they already have like their admin job, or maybe, you know, they might be a receptionist or a medical assistant or something.
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So they already have like their role, right?
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But now they're getting this social media, this marketing role put in their place.
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And I see that happen a lot, right?
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Where they're trying to utilize the people within the office.
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Well, one, I think you guys had it in your in your intro, right?
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Like we want the physicians to be able to do what they love to do, right?
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They want to practice, right?
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That's important.
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And so when you're throwing all this marketing stuff on there, you know, it gets crazy.
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Nobody signed up to be a full-time content creator, but that's literally the world that we're living in now.
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And you and you have to do that.
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So I find that operations plays a big role here, um, having the right people in place to actually effectively market.
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And then the funnel.
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The funnel is usually a big issue.
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Um, if they have been doing any type of marketing, it's usually only on social media.
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And as somebody who is obviously a big fan of social media, I created my whole career based off of it.
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I know that it's not the whole funnel.
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And so I see a lot of the times people are only feeding one piece of the funnel when there's multiple pieces that they need to be feeding.
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So I gotta ask, I mean, I have a whole litany of questions that I want to get to, but you brought up the funnel and the difference between social media and the funnel.
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What are you talking about for people who are not marketing geeks like me and you that read all the marketing books and have been to all the seminars and you know, study it?
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Yeah.
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Yeah.
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So the funnel is basic, again, was having this conversation this morning, right?
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So, okay, say your goal is to get more patients, right?
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I would say a lot of people that would be your goal if you have a practice.
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So, how are we gonna feed the steps essentially to get you to more patients?
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Aka the funnel.
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So we need to take those appropriate steps to get to those.
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So, yes, you should be marketing on social media.
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You also should probably have email marketing involved.
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You should also think about maybe a paid ad strategy if that's something in there.
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And the biggest thing that I see as a big problem 95% of the time, website.
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I see websites that are horrible, especially in the healthcare field.
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Um, I think a lot of people focus heavily on SEO, which is important.
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However, I think it gets lost in the translation of their website a lot of the times.
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And so I see people, they might be marketing on social, but their website is just complete garbage.
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Well, the goal is to push people to your website.
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If your website is garbage, then we're not going to convert, right?
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That's part of the funnel.
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So, God, I never explained what a funnel is, but it's essentially in my brain the pieces that are in place in order to get you to that big goal.
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That's the only way I can explain it.
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And so you've said that a lot of marketing advice online is fear-based.
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Yes.
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Help help me understand that because if we're gonna get somebody to go to our website, which is essentially the next step or the funnel, yeah.
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Should should, I mean, should we be using fear?
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Should we uh what is what is your advice?
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If you would have asked me this question, I would say like six years ago, like five, six years ago, I think fear-based marketing had a had a place at that time, you know, pointing out the pain points, the things that you're struggling with, right?
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So maybe I'm saying to somebody, are you struggling finding patience?
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things like that.
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Not that those things are bad per se, um, but I do find that it makes it hard to trust a company, right?
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So I see this a lot more in my industry where marketing companies are scaring their clients into working with them, meaning, like, if you don't work with me, nothing's going to work.
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And that's a huge problem.
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I don't I don't like that.
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And I see it a lot with marketing companies specifically.
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So there's a couple sides of fear-based, right?
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It's like if you're using fear-based marketing for your own clientele, I think we can get away from that.
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I don't think we need to scare people into services.
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A lot of the times people know if they're gonna want to work with you, right?
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And there's usually some type of caveat, maybe it's money, you know, maybe now that is not the time.
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But the fact of the matter is at some point they are gonna want to work with you.
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And I don't think we need to scare people into doing that.
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And I think that translates both from the marketing side as well as if you're a practice.
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I never want people to be, I don't want people to feel like, oh, I have to work with you in order to be successful.
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It's I want to work with you because I know you can help me be successful.
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There's a difference there.
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100%.
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So we've got them on the social media platforms, we've got a post in order to get them to go to our website.
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The messaging that we want to use has got to be something that's non-fear-based.
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It needs to be something that inspires the patient to take action and moves to the next step.
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But it all started with that initial post and how many clinics they are waiting till like the last minute to try to get a piece of content out or just post whatever they can.
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Talk to me a little bit about your concept here about the rush to post.
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Oh, yeah, I love this question.
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These are great questions, Nathan.
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Um, I do not think we should just be posting the post, right?
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You want to have strategy in mind.
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And if you're somebody who is like, I don't know how to create a strategy, let's start with a goal.
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Like, what's the goal here, right?
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So I always ask myself, what's the goal of this post?
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Am I trying to create awareness?
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Am I trying to get somebody to click on the link to go to my website?
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Am I trying to get somebody to book a consultation?
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Whatever that goal is, I definitely say like we need we need to start there.
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Um, you also, I find a lot of times with healthcare specifically that we do a lot of boring content.
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Not me, not me.
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If you work with me, we don't do boring content.
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But it's very like that typical um stock image with some text.
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It has no personality behind it.
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I'd rather you create a video that's not perfect, but it's your face and you're talking, than throw up a graphic of some human that nobody knows with some text on it, right?
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Because in my brain, there's no strategy behind that.
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There's no real, there's no real goal behind that post.
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And it doesn't show your personality whatsoever.
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So I do find that, you know, making sure that you're in the content makes a big difference.
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So I'd rather you say, okay, I'm only gonna post one time a week because I know that I can create one video a week and I can put it out there, versus creating five posts a week and it doesn't show any personality whatsoever.
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Yeah, I mean, that I think that I heard you use the terminology one time, panic posting.
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Oh, yeah, I probably have said that.
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Panic posting.
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And I've done that.
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Let me be very clear about that.
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I panic post sometimes because I'm like, I gotta get something out there.
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I think my version of panic post is probably a little different than the normal person because I do have strategy behind it still.
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But yeah, I think that a lot of times people just throw things to the wind and there's no real goal towards it.
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So, you know, ultimately it's not gonna do anything.
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I also think a big issue too is people put too much um emphasis on social media, meaning it's the end all be all.
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So, you know, I'd rather you take your time and really strategically post than just post because you're like, well, I have to post, I want to get clients.
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And if there's no strategy behind that post, it's not gonna get you clients anyway.
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Yeah, well, I think that's really important because healthcare is built on trust.
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Oh, yeah.
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And so we have to have there's a sensitivity to the buyer that most other industries don't have.
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And so I want to back this back up because you know, I take mental notes along the way, and I hope the audience is doing the same thing.
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So we have the social media post, we don't want a panic post, we want to have a cohesive strategy, we want that post to take them to someplace, that website, wherever it is that we're trying to get them to convert and give us their information.
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And we want to do this in a way that builds trust because the the industry is so critical, whether you're a private practice in physical therapy or you're a surgeon, whatever, whatever your practice happens to be.
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There is a difference between a medi spa and an oral surgeon.
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Okay.
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Oh, yeah.
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What can a medi spa get away with that an or oral surgeon can't in their oh, I love this.
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This is a great question.
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And it's something I'm big on.
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Um, a medispa could get away with doing trends for sure.
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Oral too, but not to the same degree.
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So I live in South Florida.
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This is a very, how do I say it, superficial area.
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There's a lot of cosmetics and things like that down here, right?
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So I think that someone like a medispa, um, they could easily do like these really fun trends on Instagram that you see, for instance, right?
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They can do the cute little dances and they can promote that way and it would work.
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It's also very heavily female-based.
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And I think that plays a role too, um, those that industry.
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Whereas I don't think an oral surgeon should be out there.
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I mean, he can if he wants to have fun, or she, whoever.
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Um, but they don't necessarily need to do all those trends, right?
00:16:29.279 --> 00:16:33.600
So I think Medispa is actually, this is a bold statement, but I do stand by it.
00:16:33.759 --> 00:16:46.639
I think anybody in like the dermatology world in general has an easier swing on social than um somebody who's like an oral surgeon or maybe like an ENT or somebody like that.
00:16:46.799 --> 00:16:50.960
And it's because of the video content you can create around those industries.
00:16:51.279 --> 00:16:55.039
Yeah, and it's critical too to like you were saying, bring out your personality.
00:16:55.200 --> 00:17:09.119
But is there a is there a fine line between I'm a heart surgeon and my personality that is a heart surgeon, and I'm a I'm I'm in the medispa space and maybe I'm an aesthetician in the difference.
00:17:09.599 --> 00:17:11.200
Yeah, yeah, oh yeah.
00:17:11.359 --> 00:17:15.920
There's a hmm thinking about that one a little bit.
00:17:17.200 --> 00:17:18.480
There's a difference.
00:17:18.720 --> 00:17:31.119
There is a big, there's a big I've worked with a lot of aestheticians and social media, and again, when I'm talking when it comes to like aesthetics, I'm talking more of like the Instagram TikTok realm.
00:17:31.359 --> 00:17:33.440
They can do a lot of stuff.
00:17:33.519 --> 00:17:45.440
I I mean I do it, I've done it with plenty of um providers, and um their educational content goes a long way because people are really into skincare and people are really into that kind of stuff right now.
00:17:45.680 --> 00:17:50.640
So that kind of content goes a really long way because they can they can educate.
00:17:50.799 --> 00:17:58.799
Um, you're also stacked up on social with those kinds of things against like these influencers and stuff talking about their you know favorite skincare products and all that stuff.
00:17:58.960 --> 00:18:09.359
So I feel like from an aesthetics point of view, you can have a mix of education with fun and personality.
00:18:09.519 --> 00:18:13.359
But I still think you need, I think everybody in the healthcare space needs to educate.
00:18:13.519 --> 00:18:18.720
You I think educational content should be a staple for every single one of these, anybody in this field.
00:18:18.880 --> 00:18:21.200
Um, especially because there's so much misinformation out there.
00:18:21.359 --> 00:18:22.960
We really need to combat that.
00:18:23.200 --> 00:18:29.200
Um, but yeah, I think aesthetics can, I think they can just get away with just doing more fun content.
00:18:29.279 --> 00:18:30.880
That's what it really comes down to.
00:18:31.119 --> 00:18:31.279
Yeah.
00:18:31.519 --> 00:18:34.240
And it's like a line for sure.
00:18:34.960 --> 00:18:38.960
But I think it comes down to your personal line too, right?
00:18:39.039 --> 00:18:42.720
Like how much of your personality do you want to put out there?
00:18:42.880 --> 00:18:50.480
I mean, I showcase my personality so much on my social, but yet people don't know everything that's going on in my behind-the-scenes life.
00:18:50.559 --> 00:18:55.200
There's a difference between being personable and sharing too much information.
00:18:55.440 --> 00:19:01.920
And I think there that's probably the line that I think you have to decide for yourself what feels comfortable.
00:19:02.319 --> 00:19:03.039
That's great.
00:19:03.200 --> 00:19:16.079
Now we've talked about the personality side, but you know, when you and I were talking at the Society of Healthcare Business Consultants conference, yeah, you said that strong marketing is built on the boring stuff to me.
00:19:16.240 --> 00:19:17.039
I took a note.
00:19:17.279 --> 00:19:22.240
And so positioning, messaging, consistency, decisions from data instead of panic.
00:19:22.319 --> 00:19:24.559
This is for the other part of the audience today.
00:19:25.279 --> 00:19:28.880
Give the practice owner listening the boring plan.
00:19:29.039 --> 00:19:31.599
What are the first three moves I need to make?
00:19:32.000 --> 00:19:35.200
Oh man, if I'm starting, all right.
00:19:35.359 --> 00:19:43.519
So one of the things that I do, I'll I guess I'll kind of position it this way, is I ask a series of questions.
00:19:43.599 --> 00:19:50.480
So, and and anybody, I can give you this actually if you would like it, Nathan, and we can attach it if anybody wants access to it.
00:19:50.640 --> 00:19:52.640
But I would ask myself a series of questions.
00:19:52.720 --> 00:19:54.480
And I do this with the docs all the time.
00:19:54.640 --> 00:19:59.440
So I'm gonna ask you just tons of different questions from um how you speak, right?
00:19:59.519 --> 00:20:04.400
There's gonna be certain words that we don't want to use, um, especially in the healthcare industry.
00:20:04.640 --> 00:20:07.279
Um, we're we're gonna think about that, right?
00:20:07.359 --> 00:20:09.599
So, okay, what are some things I want to talk about?
00:20:09.759 --> 00:20:12.960
What are some things that I know I absolutely don't want to touch?
00:20:13.119 --> 00:20:15.359
And I think that comes down to expertise too.
00:20:15.440 --> 00:20:17.920
So ask yourself, what do you want to be known for?
00:20:18.079 --> 00:20:18.400
Right?
00:20:18.559 --> 00:20:24.799
Like, do you are you a dermatologist and you're like, I want to be known for skin cancer treatment, right?
00:20:25.039 --> 00:20:32.640
If you want to be known for skin cancer treatment, then we need to make sure we're strategically creating content around skin cancer treatment, right?
00:20:32.720 --> 00:20:36.160
So identifying what you want to be known for in the industry, I think is key.
00:20:36.480 --> 00:20:42.240
And then from a filming standpoint, I go back to those boring questions, right?
00:20:42.319 --> 00:20:49.920
When I'm creating content, like tell me what I'm using derm because it's easier, but uh, tell me what a filler is, right?
00:20:50.000 --> 00:20:54.480
Tell me what filler is, tell me why I would benefit from getting filler.
00:20:54.880 --> 00:20:57.759
Tell me about skin treatment or skin cancer.
00:20:57.920 --> 00:21:00.079
What are the different types of skin cancer?
00:21:00.240 --> 00:21:02.640
These might sound boring, even what I'm saying.
00:21:02.799 --> 00:21:07.440
Um I know this content sounds boring, but this is the kind of content we need to put out there.
00:21:07.599 --> 00:21:11.519
The boring stuff makes that that's the stuff that people need to know about.
00:21:11.680 --> 00:21:16.720
And then going back to like the messaging and stuff, I think that all coincides with what I'm saying.
00:21:16.880 --> 00:21:18.319
Like we have to educate.
00:21:18.400 --> 00:21:22.160
Um, I think that's the boring piece of healthcare, honestly.
00:21:22.559 --> 00:21:24.799
Um, there's a yin and a yang, right?
00:21:24.880 --> 00:21:38.880
There's the personality and the strategy, and so we've got to make sure that they're both working, you know, together in order to help drive traffic to the website to get people to take action to ultimately get the services that they're looking for.
00:21:39.039 --> 00:21:44.160
And so, you know, walk me through the video content story.
00:21:44.240 --> 00:21:49.759
So the campaign where video drove social conversions that turned into actual revenue.
00:21:49.920 --> 00:21:51.759
Yeah, what made it convert?
00:21:52.000 --> 00:21:57.200
And when uh so much healthcare video doesn't convert, why?
00:21:57.519 --> 00:21:59.759
Yeah, so I think platform makes.
00:22:00.319 --> 00:22:01.599
Difference, but I'll get in there.
00:22:01.680 --> 00:22:04.400
So, okay, this is one of my favorite case studies.
00:22:04.559 --> 00:22:09.119
Uh, this one is actually for the NSCHVC, ironically enough.
00:22:09.359 --> 00:22:17.359
So basically, what happened was, and I had two clients that basically had this same kind of path.
00:22:17.519 --> 00:22:20.240
Um, when I started with both of them, it was during COVID.
00:22:20.480 --> 00:22:24.079
So we couldn't get like the in-person stuff that we really needed.
00:22:24.319 --> 00:22:30.640
And so we were unfortunately really reliant on stock photos and graphics and things like that.
00:22:30.880 --> 00:22:37.519
And um, once we were able to start getting like real content, that's when we started seeing a big shift.
00:22:37.759 --> 00:22:49.599
Um, the video content for organizations, I find works very, very well from a conversion standpoint because it's it's literally showing the people, it's showing the people of the organization, right?
00:22:49.759 --> 00:22:52.400
We're tapping into that personality side now.
00:22:52.640 --> 00:22:55.680
And being able to showcase that through video has was huge.
00:22:55.839 --> 00:23:00.480
And it continues to be huge, but we saw drastic jumps.
00:23:00.559 --> 00:23:05.920
Um, and for the NSC HBC personally, we saw membership increase because of them.
00:23:06.160 --> 00:23:16.160
So anytime uh we were running an ad on LinkedIn specifically for them, we would use videos and we would use the member videos and them talking about their experiences.
00:23:16.240 --> 00:23:22.400
It's and we would convert almost, I would say 90% of the time we started converting on those videos specifically.
00:23:22.559 --> 00:23:24.079
And we still convert off of them.
00:23:24.319 --> 00:23:27.200
We're still we're still doing that um all the time.
00:23:27.359 --> 00:23:37.519
I have made it a staple of content for them that I always shoot because I know it's going to help our help our ROI at the end of the day, and it does, which is huge.
00:23:38.160 --> 00:23:38.480
Love it.
00:23:38.720 --> 00:23:42.079
Healthcare brands don't have to be boring, though, to be professional.
00:23:42.240 --> 00:23:49.920
We talked about the importance of including the boring stuff, but they don't have to be boring to be professional, and you planted that flag.
00:23:50.000 --> 00:23:55.839
So show us what does not boring look like, let's say for a physical therapy practice or a direct primary care practice.
00:23:57.759 --> 00:24:01.039
Ooh, I can give you a content example.
00:24:01.519 --> 00:24:03.519
Okay, so a primary care.
00:24:03.759 --> 00:24:10.079
I think one piece of content that would be fun to create is just showcasing your office, right?
00:24:10.240 --> 00:24:11.759
That's something you can simply do.
00:24:11.920 --> 00:24:17.200
I would have maybe my front desk, one of my girls from the front desk, walk me through the office.
00:24:17.359 --> 00:24:21.519
Hey, welcome to, I don't know, hall primary care, we'll say.
00:24:21.759 --> 00:24:28.400
And then I would have them go through each room and showcasing all the rooms that you have, showcasing your different employees, right?
00:24:28.480 --> 00:24:30.640
We're giving them a glimpse to the office at this point.
00:24:30.720 --> 00:24:32.400
That's what that piece of content is.
00:24:32.559 --> 00:24:34.960
Like, hey, come and see what we're all about.
00:24:35.119 --> 00:24:37.599
Have each person introduce themselves, things like that.
00:24:37.680 --> 00:24:38.400
That's not boring.
00:24:38.480 --> 00:24:41.599
That's literally bringing somebody into your everyday world.
00:24:41.839 --> 00:24:50.720
Um, another really great piece of content to get that would also show your staff personality is maybe them interviewing a patient, right?
00:24:50.880 --> 00:24:55.039
You if you ask patients, a lot of them will be happy to help you with this kind of stuff.
00:24:55.200 --> 00:24:58.480
I do find patients are usually pretty, pretty helpful with this.
00:24:58.640 --> 00:25:03.599
Um, you can easily have one of your staff members talk to talk to the patient.
00:25:03.839 --> 00:25:06.799
Oh, you know, how do you like coming into the office?
00:25:06.880 --> 00:25:09.440
You know, how's your rapport with the with the doc?
00:25:09.599 --> 00:25:10.720
Things like that.
00:25:10.960 --> 00:25:12.799
It's showcasing everybody's personality.
00:25:12.880 --> 00:25:16.960
It's showcasing that um, what's the word I'm looking for?
00:25:17.119 --> 00:25:19.440
That exchange, right, between you and the patient.
00:25:19.519 --> 00:25:22.640
So it's ultimately showcasing your culture at your office.
00:25:22.799 --> 00:25:25.519
And I mean, I could go on and on, honestly.
00:25:25.680 --> 00:25:28.880
I have a few more content ideas brewing up for that specifically.
00:25:29.279 --> 00:25:34.640
But yeah, it's, you know, I think that um the way you film plays a role.
00:25:34.880 --> 00:25:40.799
And I know not everybody here is like, you know, somebody who is a content creator.
00:25:40.960 --> 00:25:42.880
Um, but the visual makes a difference.
00:25:42.960 --> 00:25:50.559
So how you're presenting that quote unquote boring information, that plays a role in um in how it performs as well.
00:25:50.880 --> 00:25:51.599
Yeah, love it.
00:25:51.680 --> 00:26:00.720
When I was uh working in the healthcare industry um for a hearing aid practice, um, we grew from seven to 47 locations for those that follow us online.
00:26:00.960 --> 00:26:03.839
You you guys know the story, so I don't need to repeat the entire story.
00:26:04.000 --> 00:26:16.480
But I think the important thing to remember about what she just said is if you're gonna interact with patients, that you get a medical waiver signed and a release signed that will give you permission to use that patient's information for a period of time uh properly.
00:26:16.720 --> 00:26:22.799
So just to kind of button that up so that you don't just go random Rambo and go out and start recording your social.
00:26:23.039 --> 00:26:32.079
That's why you need to work with experts who understand the process, like Christina here, um, who can make sure that you're protected on all sides whenever they're having those conversations.
00:26:32.240 --> 00:26:36.640
So yeah, we definitely make sure we're always like hypocompliant and stuff.
00:26:36.799 --> 00:26:42.319
Um, the beauty of what I do, I've worked with a lot of industry that have compliance involved.
00:26:42.480 --> 00:26:46.400
And so, you know, making sure you're going about that is is key.
00:26:46.559 --> 00:26:51.200
Um, but yeah, like if you're working with the right people, of course, that's not stuff we're gonna forget.
00:26:51.359 --> 00:26:56.559
But you know, I always say if you can utilize the people in your office, utilize your patients, things like that.
00:26:56.640 --> 00:27:01.839
That's just easy content to create that that is gonna help show you know what you can do.
00:27:02.240 --> 00:27:02.720
I love it.
00:27:02.880 --> 00:27:07.440
Yeah, one more challenge for you, and then I want to move on to some other stuff in this conversation with I got so many questions.
00:27:08.240 --> 00:27:09.599
I'm like, this is great.
00:27:09.839 --> 00:27:16.559
Yeah, so I've got a doctor, they've got 10 minutes on camera with you, maybe every other week.
00:27:16.880 --> 00:27:20.079
Okay, how many assets can honestly be built on?
00:27:22.240 --> 00:27:31.920
Me personally, I could if I had 10 minutes, I could easily create five videos from those 10 minutes, probably.
00:27:32.079 --> 00:27:34.720
I would say three to five videos in that 10 minutes.
00:27:34.880 --> 00:27:37.200
How I would structure it is question-based.
00:27:37.279 --> 00:27:42.000
So if I only had 10 minutes, I would do this as what I like to call a face-to-camera video.
00:27:42.240 --> 00:27:46.720
So just me talking to the camera, answering whatever question it is in 10 minutes.
00:27:46.799 --> 00:27:51.839
I could get three to five videos done easily, which is essentially like three to five questions.
00:27:52.079 --> 00:27:55.440
Yeah, so you got three to five videos done, and that's video content.
00:27:55.519 --> 00:28:00.240
You could also back that up then with the quotes that they provided for you.
00:28:00.480 --> 00:28:04.160
You can put some written content and still photo content together.
00:28:04.400 --> 00:28:12.079
I mean, the the possibilities of the numbers of pieces of content from three to five videos, I know from the stuff we do at Snap Scale, it can be endless.
00:28:12.319 --> 00:28:14.640
Oh my gosh, it's it's actually insane.
00:28:14.799 --> 00:28:30.400
One of my favorites, favorite ways to repurpose um is um taking old videos and turning them into, if it's on Instagram doing like what is called a carousel post, so you know, multiple images that you can slide through.
00:28:30.559 --> 00:28:36.960
So I'll take some of like the educational videos my doc did and then I'll translate them into text, like you're saying.
00:28:37.119 --> 00:28:50.079
And you could, oh my gosh, I I love doing that because I'll take videos from years ago and I'll be like, okay, like I know this information is still relevant and I can use this for a graphic post um easily.
00:28:50.240 --> 00:28:50.480
Yeah.
00:28:50.640 --> 00:28:55.680
So if we're talking about yours, so what Nathan is talking about is repurposing at this point.
00:28:55.839 --> 00:29:01.359
So, right, so we're like, okay, we have five videos, but now we're gonna repurpose them into other things.
00:29:01.519 --> 00:29:13.599
I mean, if you're say that you have like one umbrella topic for those 10 minutes and then you have five questions off of it, you could turn that into a blog easily and put that on your website.
00:29:13.680 --> 00:29:16.559
That's a whole nother piece of content, which is important.
00:29:17.119 --> 00:29:21.519
I think people forget to feed the website as well as social.
00:29:21.759 --> 00:29:24.880
Like, you want to make sure that information is up to date too.
00:29:25.119 --> 00:29:26.319
Um, yeah.
00:29:26.480 --> 00:29:34.000
And if anybody, I always say this too like if you're not on YouTube, please get on YouTube because this stuff is really good for that too.
00:29:34.400 --> 00:29:36.000
I'm loving this conversation.
00:29:36.160 --> 00:29:41.519
Normally these videos go about or podcasts go about 30 to 45 minutes.
00:29:41.680 --> 00:29:43.279
We're at the 30-minute mark, guys.
00:29:43.359 --> 00:29:49.200
I have so many more questions for Christina because she's an expert at this and I want to bring as much value to you as possible.
00:29:49.759 --> 00:30:03.759
So if if you're with us, I don't know if we're gonna end up breaking this up into two different shows or not for you, but please hang in there, listen to the rest of the show or the second show, however we put it together, because Christina is an expert at this stuff.
00:30:03.920 --> 00:30:06.880
Look, that's what we bring to you here on the Snap Scale show.
00:30:06.960 --> 00:30:15.359
We look at the balance between what the clinicians need to hear operationally and then what you need to hear professionally to help you have a healthy practice.
00:30:15.599 --> 00:30:17.920
And so I want you to think about something for me.
00:30:18.079 --> 00:30:24.799
There's two practices, they're in the same market, they run similar marketing campaigns, and they have a same budget.
00:30:25.039 --> 00:30:31.359
One grows and writes marketing off, and one grows and the other one's writing marketing off as a waste of time.
00:30:31.519 --> 00:30:37.039
Yeah, if you toured both offices, the difference wouldn't be on their Instagram page, okay?
00:30:37.359 --> 00:30:39.519
Christina, where is it?
00:30:41.920 --> 00:30:43.519
That's a good question.
00:30:44.240 --> 00:30:48.400
I would say in their operations, I'm gonna always go back to that.
00:30:48.559 --> 00:30:53.279
I think that I actually have an exact case study on that.
00:30:53.599 --> 00:30:54.720
So tell us about it.
00:30:54.880 --> 00:30:57.440
What happens when marketing's working inside the practice?
00:30:57.680 --> 00:30:58.319
Oh, okay.
00:30:58.480 --> 00:31:05.519
I I as soon as you said, I started smiling because I was like, I did a post on this uh maybe two years ago.
00:31:05.599 --> 00:31:07.599
And it was just I might have read that post.
00:31:07.839 --> 00:31:08.400
You might have.
00:31:08.559 --> 00:31:14.079
It was two, it was two practice, it was um two dermatology practices.
00:31:14.559 --> 00:31:21.519
Um both of them were pretty split when it came to medical treatments versus cosmetic treatments, right?
00:31:21.599 --> 00:31:25.119
Because like you'll see offices that might do more cosmetics.
00:31:25.200 --> 00:31:26.960
Nope, they were they were split.
00:31:27.279 --> 00:31:31.920
The difference with them was the content specifically.
00:31:32.160 --> 00:31:39.519
And it was that one doc showed his personality and he created the videos and the educational content.
00:31:39.680 --> 00:31:43.839
He did all those things and he continues to do them, and the other one didn't.
00:31:44.160 --> 00:31:50.240
And what I found the issue with them from creating content was operations.
00:31:50.559 --> 00:32:03.839
We could not get anybody in that office to really consistently create content, and it's because, of course, they had like a hundred other things to do a day, like I get it, but unfortunately, it was really hindering us.
00:32:04.079 --> 00:32:11.680
And so I also noticed that their operations on the back end were even just in like internally between them was really messy.
00:32:11.839 --> 00:32:20.559
There was no real structure happening in that office, so much that the doc sold, and now she she was bought out by a by a group.
00:32:20.799 --> 00:32:39.200
I don't work with them on social anymore because of that, and but it made all the difference in the world, and it was because one doc had a strong strategy along with a strong practice environment, and the other one didn't, and that's just yeah, it was really interesting seeing that comparison.
00:32:39.359 --> 00:32:40.480
I'm glad you brought that up.
00:32:41.119 --> 00:33:00.400
Yeah, it the practices might be thinking they have a marketing problem, but really what they might be having is this operational problem because when the the marketing is working, but they click on the ad, they go to the website, they fill out the form, they register for an appointment, but nobody follows up.
00:33:00.960 --> 00:33:08.480
Yeah, the results are are abysmal from a marketing standpoint, but it wasn't the marketing, was it?
00:33:08.720 --> 00:33:08.960
Right.
00:33:09.119 --> 00:33:25.680
And I, you know, I think that's a really good point to um to if you are somebody that's listening to this and you are working with a marketing team and you're like, my marketing is just not doing anything, I would I would question and challenge you to say to one, look at your website, right?
00:33:25.920 --> 00:33:34.160
And see, you know, what's going on there, because I can drive uh traffic from social to your website all the time.
00:33:34.400 --> 00:33:38.799
I can even drive traffic to your phone line all the time.
00:33:38.880 --> 00:33:45.680
But if you're not following up, if you're not, you know, doing your due diligence after it gets there, I can only do so much, right?
00:33:45.839 --> 00:33:47.519
And I think people need to keep that in mind.
00:33:47.599 --> 00:33:55.119
Like if your marketing team is driving traffic to those sources that you're looking, but it's still not converting, this might not be a marketing problem.
00:33:55.200 --> 00:33:57.920
This is most likely an internal operations problem.
00:33:58.319 --> 00:34:11.039
I mean, we even had something come up with the NSCHBC the other day that we that it was missed, and the woman reached out on social and I got back to her and I was like, here, this is what you need to do.
00:34:11.199 --> 00:34:13.119
But what did that it situation tell me?
00:34:13.280 --> 00:34:18.320
Oh, something on the website's messed up because that woman couldn't get through to you guys, right?
00:34:18.400 --> 00:34:19.920
So we have to fix that.
00:34:20.239 --> 00:34:22.559
And I and that's an operations thing.
00:34:22.719 --> 00:34:23.280
We're good.
00:34:23.440 --> 00:34:25.199
I love you at a CHBC.
00:34:25.360 --> 00:34:28.480
It was just an example, but no, I I do.
00:34:28.559 --> 00:34:30.639
I I find that I find that a lot.
00:34:30.719 --> 00:34:39.840
Like, you know, before you question your marketing, let's see what kind of traffic you're getting to those lines, and then we you you have to sometimes take a look within.
00:34:40.159 --> 00:34:45.119
Yeah, so when the front desk's drowning, then the content calendar gets pushed.
00:34:45.280 --> 00:34:51.440
What happens though to the review responses, the DMs, the follow-up that's supposed to be happening?
00:34:51.760 --> 00:34:52.559
Yeah, yeah.
00:34:52.639 --> 00:34:54.239
I mean, it all it all lags.
00:34:54.400 --> 00:34:56.880
This is uh, I'm glad you brought up reviews.
00:34:57.039 --> 00:35:02.639
Um, I think at least all the practices I work with, they're really great at asking for reviews.
00:35:02.800 --> 00:35:05.760
And if you're not doing that ask, you're not gonna get them.
00:35:05.920 --> 00:35:07.039
It's as simple as that.
00:35:07.199 --> 00:35:13.840
And I know my docs that have they'll ask in person and then they also send like the follow-up text message and things like that.
00:35:14.000 --> 00:35:15.519
That stuff is important.
00:35:15.840 --> 00:35:18.320
I don't know about you guys, but I'm a Google review girly.
00:35:18.639 --> 00:35:32.000
And so I'm like always gonna look at those reviews and see, you know, and if you guys aren't staying up on that, or say you have a bunch of bad reviews, you should be combating, like you need to go address those, right?
00:35:32.159 --> 00:35:33.599
You need to look at that kind of stuff.
00:35:33.760 --> 00:35:41.920
So if we're not always looking at these pieces, then it's just like you said, gonna fall to the wayside, and then it's going to hurt, it's gonna hurt you.
00:35:42.000 --> 00:35:44.400
It will hurt your your growth for sure.
00:35:44.639 --> 00:35:48.079
Um, you know, because we want new patients in and things like that.
00:35:48.239 --> 00:35:49.599
So yeah, for sure.
00:35:49.840 --> 00:35:50.880
Wrap it round now.
00:35:51.039 --> 00:35:52.559
Okay, so help me defend this.
00:35:52.719 --> 00:35:54.880
Not every business needs to post every day.
00:35:55.039 --> 00:36:01.360
Consistency, uh, obsessed crowd that I'm talking to right now just fainted from me saying that.
00:36:02.000 --> 00:36:03.199
So glad you said that.
00:36:03.360 --> 00:36:03.920
Truth.
00:36:04.239 --> 00:36:06.719
No way, you do not need to post every single day.
00:36:06.880 --> 00:36:09.840
In fact, I don't even advise you post every single day.
00:36:09.920 --> 00:36:14.320
I say that consistency is whatever is consistent for you.
00:36:14.480 --> 00:36:21.840
If you know that you can be consistent one time a week, start there when you're ready to get to two times a week, bump it up.
00:36:22.000 --> 00:36:25.840
But you need to start small first so that you can create that consistency.
00:36:26.079 --> 00:36:31.280
And then honestly, I say three, four times a week is plenty max.
00:36:31.360 --> 00:36:33.440
And it depends on your platform, too.
00:36:33.519 --> 00:36:36.480
And we didn't even talk about platforms because that's a whole other avenue.
00:36:36.719 --> 00:36:38.800
It's a whole nother avenue.
00:36:39.840 --> 00:36:44.719
Sometimes there's too many opinions in the room, though, and not enough grounded strategy.
00:36:44.960 --> 00:36:45.199
Yes.
00:36:45.920 --> 00:36:47.440
Talk about that a little bit.
00:36:49.039 --> 00:36:57.599
Um yeah, when you have too many people in the room and everybody's talking, nothing actually gets done.
00:36:57.840 --> 00:37:08.000
I would highly suggest that you have a core group that you work with, maybe three people max, if you can get away with that, and that'd be your core for your for your marketing efforts.
00:37:08.159 --> 00:37:11.039
Because yeah, too many opinions, nothing gets done.
00:37:11.679 --> 00:37:17.119
Biggest mistake in healthcare practices that you see with their marketing dollars.
00:37:17.199 --> 00:37:19.840
And what is the one that makes you wince the most?
00:37:20.480 --> 00:37:21.199
SEO.
00:37:21.519 --> 00:37:23.119
I don't know if I put this in my sheet.
00:37:23.280 --> 00:37:25.679
SEO, it drives me nuts.
00:37:25.760 --> 00:37:40.800
I'm not saying that I am not um a fan of SEO, because that is I I am, but I see these marketing companies put so much, or I'm sorry, these uh practices put so much weight into SEO, like it's like the end-all be all.
00:37:41.039 --> 00:37:46.719
Like SEO, as long as I have strong SEO, I am going to have all the patience in the world in my door.
00:37:46.800 --> 00:37:48.880
No, it doesn't work like that.
00:37:49.039 --> 00:38:06.800
Um, and I also hate that a lot of marketing companies will say that they do social media, um, but they really do SEO with a sprinkle of social media, and then these practices end up wasting their money because they think they're getting more bang for their buck, but they're really not.
00:38:07.760 --> 00:38:11.119
I could just oh god, my blood is boiling thinking about it.
00:38:11.280 --> 00:38:12.400
Thanks, Nathan.
00:38:13.039 --> 00:38:13.920
You're welcome.
00:38:15.440 --> 00:38:24.239
If a listener remembers one thing from this episode, Christina, you told me uh a lot of different things today, and we've learned a lot together.
00:38:24.559 --> 00:38:26.159
But just one thing.
00:38:26.960 --> 00:38:28.159
What would it be?
00:38:28.400 --> 00:38:32.800
And what did you start before you were ready?
00:38:34.559 --> 00:38:35.280
Posting.
00:38:35.519 --> 00:38:44.719
I know that I said I don't want you to panic post because I don't, but I do want you to try, just post.
00:38:44.880 --> 00:38:53.280
If you have been struggling with what to post on social media and you're like, I don't know if this is gonna work, well, you're not gonna know until you try.
00:38:53.519 --> 00:38:59.679
And once you try, you start to get gathered data, and data is gonna help you identify that strategy.
00:38:59.920 --> 00:39:06.079
So even on those days where you're like, I want to post, but I don't know if this post is good enough, post it anyway.
00:39:06.239 --> 00:39:09.360
Do it, you got to start collecting the data somehow.
00:39:10.719 --> 00:39:16.239
Where do people find you and what should they do first to get in contact with you?
00:39:17.119 --> 00:39:20.400
You have this in the questionnaire, and I was like, ooh, that's a good one.
00:39:20.719 --> 00:39:22.639
That's just like a good general question.
00:39:22.800 --> 00:39:25.119
Um, you can find me on social, of course.
00:39:25.280 --> 00:39:30.320
Um, I think depending on where you can find me on Instagram, LinkedIn.
00:39:30.559 --> 00:39:32.880
I would think those are the two platforms.
00:39:32.960 --> 00:39:34.719
Um, and you can always visit our website.
00:39:34.800 --> 00:39:36.639
It's all socialmedia.com.
00:39:36.800 --> 00:39:38.079
I would love to have a chat.
00:39:38.320 --> 00:39:45.440
One of the things that I love to do is brainstorm and um, you know, there's there's no there's no obligation.
00:39:45.599 --> 00:39:46.800
I would just love to have a chat.
00:39:46.960 --> 00:39:55.440
So book a book a call, book a book a little powwow when we can talk about your current efforts and you know, just some things you can do to improve it.
00:39:55.840 --> 00:39:57.440
I wanted to let everybody know too.
00:39:57.599 --> 00:40:02.320
I asked and begged Christina because I want you guys to be able to work with her if you want to.
00:40:02.480 --> 00:40:06.480
Um, and I don't want money to be a challenge for you.
00:40:06.559 --> 00:40:10.079
And so I asked Christina to put together something specifically for you.
00:40:10.159 --> 00:40:15.199
And just so you know, if you did decide that you wanted to book a session with her, there's no obligation, but I'm encouraging it.
00:40:15.440 --> 00:40:25.119
Um, if you did want to book a session with her for four packages, uh, a four-session package, she's taking$500 off of her standard price for you guys that are interested in doing so.
00:40:25.280 --> 00:40:35.519
So if you're hearing this, um, you know, that offer will be good from for 30 days from the time that the show uh releases, and it's just her offer that I specifically asked her to put together for you guys.
00:40:35.599 --> 00:40:46.000
So I just wanted you guys to be available to know that that if you wanted some help in your social media content, what to post, how to post, you now you can you don't have to panic post anymore.
00:40:46.079 --> 00:40:47.840
You can work with a strategist that will help you get there.
00:40:48.079 --> 00:40:50.960
And I love working with teams too.
00:40:51.679 --> 00:40:52.719
Teams, yeah, for sure.
00:40:53.280 --> 00:40:55.119
Yeah, thank you.
00:40:55.599 --> 00:40:56.960
One last question.
00:40:57.599 --> 00:41:05.199
Uh one person in the healthcare space, a founder, a consultant, a practice that's doing this right.
00:41:05.360 --> 00:41:08.960
Who do you think belongs in your chair on my show next?
00:41:10.079 --> 00:41:11.280
Oh man.
00:41:12.480 --> 00:41:13.920
Oh, that's a good question.
00:41:14.079 --> 00:41:17.199
That I know personally that's doing it right.
00:41:17.840 --> 00:41:20.239
Honestly, did you interview Shake yet?
00:41:20.400 --> 00:41:22.320
Because he's doing LinkedIn right.
00:41:22.639 --> 00:41:30.159
Yeah, we we just we just did a whole show for the listeners with Shake, um, helping him on helping people understand one platform.
00:41:30.400 --> 00:41:32.400
He's got really good insight to LinkedIn.
00:41:32.480 --> 00:41:38.800
It's it takes a lot for somebody to teach me something when it comes to social, and I was pleasantly surprised on that one.
00:41:39.039 --> 00:41:46.719
Hmm, I have somebody that actually he is my CFP.
00:41:47.360 --> 00:41:55.920
And although he is the numbers guy, he works with a lot of people in this industry, and I feel like he really knows how to attack a funnel.
00:41:56.800 --> 00:41:57.199
Possible.
00:41:59.360 --> 00:42:01.199
Yeah, have to have to have them on the show, guys.
00:42:01.280 --> 00:42:08.079
And and for those of you that are listening, you know, do me a favor if you know who should be on the show, have them, you know, reach out, make the introduction.
00:42:08.159 --> 00:42:11.840
Um, Christina, we'll get together after this and I'll get an introduction for you guys.
00:42:12.000 --> 00:42:14.639
And this is also a lesson for everybody that's watching.
00:42:14.800 --> 00:42:17.119
If you want a referral, you gotta ask for them.
00:42:17.360 --> 00:42:18.000
Yeah, yeah.
00:42:18.239 --> 00:42:20.480
We said that about Google reviews, exactly.
00:42:21.519 --> 00:42:22.320
I love it.
00:42:22.480 --> 00:42:23.280
All right, guys.
00:42:23.440 --> 00:42:31.440
So if your marketing is working and your phones aren't, you don't have a marketing problem because true wealth starts with practice health.
00:42:31.519 --> 00:42:33.840
I'm Nathan Bush, and we'll see you on the next episode.
00:42:34.000 --> 00:42:35.119
Bye, guys.
00:42:35.840 --> 00:42:38.239
Thank you for joining us on the Snap Scale Show.
00:42:38.320 --> 00:42:43.119
We hope today's discussion inspired you to take your next step forward towards a healthier organization.
00:42:43.280 --> 00:42:49.199
Because healthier organizations create stronger teams, better patient experiences, and ultimately better care.
00:42:49.360 --> 00:42:56.400
If you enjoyed this episode, subscribe, share it with another healthcare leader, and we'll see you next time on the Snap Scale Show.