Healthcare Marketing Doesn’t Work—Until You Fix the Experience

WEBVTT

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you're listening to the pt pinecast where

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smart people in healthcare come to make

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noise here's your host jimmy mckay and uh

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good monday morning welcome to healthcare

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marketing doesn't work which is something

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we hear all the time in healthcare but

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today we're looking at three stories that

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suggest something else might actually be

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true marketing works

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Healthcare just keeps doing it weird.

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Today we've got new research showing

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patients now shop for healthcare like

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consumers.

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Who knew?

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We did.

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An insurer telling patients to avoid the

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largest hospital in Vermont.

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Okay.

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And Wendy's convincing thousands of people

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to apply for a one hundred thousand dollar

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a year hamburger tasting job.

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Andrea,

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let's start with the big shift happening

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in healthcare marketing.

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So did you hear about this story?

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New research out of Deloitte and they're

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consultants.

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So you hired them to pay them to

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tell you things that you didn't want to

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know and then you don't do anything about

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it.

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Marketing is now entering a major shift.

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Research from Deloitte shows patients now

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behave much more like consumers when

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choosing healthcare.

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I feel like that's something you've said

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fifty seven times.

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They compare providers,

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they read online reviews,

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they check reputation scores,

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they look at convenience,

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which means something important.

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Marketing matters more than ever.

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But health care organizations still treat

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marketing like it's nineteen ninety eight

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billboards, generic, generic, everything,

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generic ads, generic social.

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God,

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watching social clips from some health

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bigger.

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It's like the bigger the healthcare

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organization,

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the weirder and more mayonnaise flavored

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it is.

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I've been in meetings where this was the

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thing that came away.

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The title of a series was Now Offering

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World-Class Orthopedic Excellence.

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What does that mean?

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I have no idea.

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Meanwhile,

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patients are making decisions based on...

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based on real tangible everyday things

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like Google reviews, convenience.

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They'll look up how far away something is,

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what time it's open, transparency.

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And they just this morning, word of mouth,

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just this morning,

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I responded to two different posts in my

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little area's local Facebook group.

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So here's the thing.

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When healthcare says marketing doesn't

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work,

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what they usually mean is advertising

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doesn't fix experience.

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You're working.

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I can't shine poo.

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So here are a couple questions.

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Number one, from what you see,

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do you see healthcare organizations still

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confusing marketing with advertising?

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Where does the disconnect start?

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I just did my inhale that we talked

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about.

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Okay, where do we go first here?

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So some organizations are still confusing

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marketing with advertising,

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and some are savvy or because someone has

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told them ten million times that it's

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different.

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But I do think healthcare organizations

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are still in some way sort of confused

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about what marketing is and what it can

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actually bring to the organization.

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And I think the takeaway,

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what you were sharing,

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like we could go work for Deloitte, right?

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Like we've been banging this,

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beating this drum forever.

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And we are finally at this time where

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it's consumer-driven healthcare we've been

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talking about for years,

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but consumers are actually driving

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healthcare now because they are doing all

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of those things.

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They're checking reviews and they're

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looking at your website and they're

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talking in their Facebook group and all of

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that.

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So I think there are still some,

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founders or execs in larger organizations

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who are either confused about marketing or

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sort of like just don't want to take

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it seriously because they don't understand

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it.

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Isn't that the funniest case?

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Yes.

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We avoid what we don't know or we

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avoid what makes us feel icky.

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I don't like it.

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Therefore,

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I'm just going to stay away from it.

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I feel like the organizations that lean

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into things like this.

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Isn't this why you hire smart people,

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though, in theory?

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Well, in theory it is,

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but in practice you hire the smart person.

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You know, it's funny.

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You say like Deloitte, these consultants,

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they come in,

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you pay them a whole bunch of money

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and then you don't listen to them.

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Because I think, you know,

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like you need to talk to someone who

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knows something about this thing,

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but then it either still confuses you or

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seems too scary or is going to cost

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too much money.

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You're not sure if it's going to work.

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And so we're not doing anything.

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So let's run down the checklist.

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We can poke fun all we want,

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but I don't want to just be...

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Neither do you.

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I want to just poke fun for poke's

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sake.

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Although poking fun is fun.

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What do people actually check?

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I mentioned a few things.

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Google reviews.

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I just did a short form video the

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other day that said,

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if I opened a clinic tomorrow,

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here's the first five things I would do

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to essentially just...

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exist online and none of them cost more

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than a hundred dollars and i was like

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i need you to do these five before

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you start yep and i laid it out

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so where where would you go if someone's

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a solopreneur maybe you own a clinic or

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maybe you own three and you're like but

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i don't have a vip of mark a

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vp of marketing what what are let's you

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have to reverse engineer what are they

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checking

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What are they checking?

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Making TikToks for TikTok sakes is not a

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good idea, right?

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But if people are on TikTok,

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then it is a good idea.

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So my question is,

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what do you think patients are actually

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looking at and paying attention to?

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What are they paying attention to?

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They're paying attention to reviews

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because we are in this consumer focused

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health care.

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And I just talked with a prospect the

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other day about the importance of reviews.

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Right.

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Like there are a bunch of things you

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need to have in place,

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but reviews are one of them.

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And that's part marketing and that's part

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operations.

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Like someone to tell them that they need

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to.

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uh,

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lever or encourage them to leave a review,

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then you need to enable them.

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You need to send them the links via

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text, via email, scan it at check,

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whatever it is like you need the pathway.

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You need to give them,

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there needs to be a process in place.

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So there needs to be an internal, uh,

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process.

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And then there needs to be a very

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consumer friendly, very easy way.

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Like don't make me have to log in

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or do something.

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Yeah.

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and time it appropriately um you know we

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talked about this last week like i

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received that email and i hadn't even had

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my appointment yet and so it's like a

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day after is it two hours after whatever

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it may be um so they're looking at

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reviews they're looking at your website

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yes they're they're what are they looking

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for and this is not to go too

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deep but like tell me what they're looking

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for what's what's the sort of this

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checking the wind of a website it's

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So they are looking for...

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So something they don't know they're

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looking for,

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but they pay attention to is like,

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do you look professional and real?

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Number one,

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do you look like it was made...

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And I'm not even going to knock

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Squarespace because they make some pretty

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good templates.

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You can't screw those up.

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Some really...

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expensive organization's website look like

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trash.

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I'm sorry.

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Not not not OK.

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So but they may not know that.

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But that is just this is why when

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I say like you're not being compared to

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the clinic down the street,

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you're being compared to all the other

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consumer experiences they have.

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Like, what is a good website look?

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And they may not.

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If you go like, hey,

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are you checking out a clinic's brand on

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their website or the UX?

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Like they're like,

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what are you talking about?

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But they are right.

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That's just subconsciously something

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they're paying attention to.

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But they're looking at like,

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what do you do?

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Can you solve this problem for me?

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And then can you get me an appointment

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ASAP?

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And this is like the friction stuff we

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talk about.

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Like, can I schedule online?

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But I just want to know what you

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do and can you solve my problem?

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There it is.

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Like, that's it, right?

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And ideally,

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I can look to see if there's a

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clinician who specializes in my thing,

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right?

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Like, that'd be beautiful and wonderful.

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But I think basic table stakes is like,

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what do you do?

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Can you solve my problem?

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Where are you located?

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And then how do I...

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Can we operationalize this?

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Without me having to take nine steps,

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can this bring me to...

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Can this bring us together?

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Exactly.

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If you can't do that... Click a button.

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Yeah, your website fails.

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Like...

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I would add in faces of humans and

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triple, triple,

00:08:20.908 --> 00:08:23.329
quadruple bonus points if they're actual

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humans who actually work for your

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organization.

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Yes, they are not stock photos.

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And I think too,

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it's like headshots of clinicians,

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but not boring headshots of clinicians.

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Like, you know, real people.

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Take your doctors,

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put three of them next to each other,

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tickle them.

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Hey, oh, look at that.

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Look what happened to your face muscles.

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They smile a little bit.

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Like three quarter pose is very serious.

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But show me some emotion.

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Because this is a purchase.

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I could go to you.

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I could go to someone else.

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And right now I look at it.

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I'm a hockey player.

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This is a face-off.

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You're going to win it or you're going

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to lose it.

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We got all the way to your website.

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And you're going to fumble it because you

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put generic stock images on there.

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Okay.

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I mean, box checked, everybody.

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Box checked.

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Or they don't look approachable.

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Like this is an occupational hazard of

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being a marketer.

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Like if I look at a clinician or

00:09:20.061 --> 00:09:22.043
provider on a website and I'm like, ooh,

00:09:22.082 --> 00:09:22.942
that person does.

00:09:23.023 --> 00:09:23.604
Creepy.

00:09:23.624 --> 00:09:23.984
Yeah.

00:09:24.024 --> 00:09:25.424
Don't get your book by its cover.

00:09:25.585 --> 00:09:26.404
But we do.

00:09:27.186 --> 00:09:27.285
We do.

00:09:27.306 --> 00:09:29.147
There's an entire job called book cover

00:09:29.187 --> 00:09:29.967
designer guy.

00:09:30.288 --> 00:09:30.868
That's a job.

00:09:31.369 --> 00:09:32.828
And it's because we're big dumb animals.

00:09:33.330 --> 00:09:34.049
Act as such.

00:09:34.090 --> 00:09:34.269
All right.

00:09:34.289 --> 00:09:36.812
So I've got askforusewebsite.com.

00:09:36.912 --> 00:09:39.855
reviews website social so here's the thing

00:09:39.875 --> 00:09:43.076
like we talk about like don't do social

00:09:43.138 --> 00:09:45.139
just to do social but you need to

00:09:45.158 --> 00:09:48.542
have a presence right like it is like

00:09:49.163 --> 00:09:50.683
we are no longer in the times where

00:09:50.703 --> 00:09:52.586
it's a nice to have you need to

00:09:52.625 --> 00:09:54.868
have it and you need to show up

00:09:54.927 --> 00:09:57.009
in a meaningful way so you don't need

00:09:57.029 --> 00:09:58.610
to be on every social channel in fact

00:09:58.770 --> 00:10:00.552
i i encourage you to not be on

00:10:00.592 --> 00:10:01.553
every social channel

00:10:02.754 --> 00:10:04.875
But you need to be where your patients

00:10:04.936 --> 00:10:06.236
or prospective patients are.

00:10:06.297 --> 00:10:07.918
Or if you're looking to acquire talent,

00:10:07.937 --> 00:10:09.499
you need to be where the talent is

00:10:10.039 --> 00:10:11.821
and you need to have a strategy behind

00:10:11.880 --> 00:10:11.980
it.

00:10:12.020 --> 00:10:13.782
So this isn't like the side of someone's

00:10:13.822 --> 00:10:14.682
desk job.

00:10:15.003 --> 00:10:16.984
And this isn't your digital marketing

00:10:17.024 --> 00:10:18.666
managers doing four hundred and seventy

00:10:18.706 --> 00:10:19.666
five different things.

00:10:19.686 --> 00:10:21.226
Like you need someone who is dedicated,

00:10:21.246 --> 00:10:22.128
who knows how to do this,

00:10:22.168 --> 00:10:23.349
because I'm going to go like.

00:10:23.769 --> 00:10:23.948
all right,

00:10:23.969 --> 00:10:25.149
what do they got going on here?

00:10:25.429 --> 00:10:26.431
Oh, are they responding?

00:10:26.510 --> 00:10:27.292
What's their personality?

00:10:27.312 --> 00:10:27.511
Like,

00:10:27.792 --> 00:10:29.452
how am I going to feel going to

00:10:29.493 --> 00:10:30.053
this place?

00:10:30.094 --> 00:10:31.534
And am I getting value from,

00:10:31.715 --> 00:10:32.634
from any of this stuff?

00:10:32.715 --> 00:10:34.736
Or is it like, just like everyone else?

00:10:35.625 --> 00:10:35.726
Yeah.

00:10:35.746 --> 00:10:36.086
Agreed.

00:10:37.927 --> 00:10:39.808
Is there any... So we've got reviews,

00:10:40.250 --> 00:10:41.291
not just asking for them,

00:10:41.311 --> 00:10:42.230
but making it easy,

00:10:42.451 --> 00:10:44.432
making it simple for me to... Gosh,

00:10:44.472 --> 00:10:44.712
making...

00:10:45.293 --> 00:10:47.575
Could you imagine if you sat down and

00:10:47.595 --> 00:10:47.914
you were like,

00:10:48.014 --> 00:10:49.216
I had this really glowing review,

00:10:49.456 --> 00:10:50.116
but I didn't do it.

00:10:50.136 --> 00:10:50.697
You're like, why?

00:10:50.716 --> 00:10:51.057
And you're like,

00:10:51.077 --> 00:10:52.298
because it was like six steps and I

00:10:52.339 --> 00:10:53.119
quit halfway through,

00:10:53.679 --> 00:10:54.460
or didn't know where,

00:10:55.000 --> 00:10:56.841
or there was no sort of prompt as

00:10:56.881 --> 00:10:58.763
to that you cared or you wanted me

00:10:58.802 --> 00:10:59.224
to do that.

00:11:00.932 --> 00:11:02.956
It's wild in my eyes.

00:11:03.135 --> 00:11:04.697
You put so much time, effort,

00:11:04.717 --> 00:11:06.279
and money into creating a great

00:11:06.320 --> 00:11:06.900
experience,

00:11:07.581 --> 00:11:09.043
had that person go through the experience,

00:11:09.625 --> 00:11:10.785
and they're not going to tell anybody

00:11:10.846 --> 00:11:11.067
else.

00:11:11.126 --> 00:11:11.307
Why?

00:11:11.427 --> 00:11:11.908
You didn't ask.

00:11:11.947 --> 00:11:12.128
Right.

00:11:14.388 --> 00:11:15.708
And I think the other thing on reviews,

00:11:15.788 --> 00:11:18.629
too, is what I look for,

00:11:19.330 --> 00:11:20.549
if there's a negative review,

00:11:20.710 --> 00:11:21.750
did someone respond?

00:11:22.451 --> 00:11:23.530
And how did they respond?

00:11:24.551 --> 00:11:25.111
Yes.

00:11:25.152 --> 00:11:26.631
Tomorrow on PT Breakfast Club,

00:11:26.871 --> 00:11:28.873
my friend Dave Kittle just did a short

00:11:28.893 --> 00:11:30.413
form video, Chef's Kiss.

00:11:30.933 --> 00:11:33.173
He got a one star review.

00:11:33.193 --> 00:11:33.533
I'll talk.

00:11:33.573 --> 00:11:35.174
We're going to dive deep into it tomorrow.

00:11:35.475 --> 00:11:37.875
But he was like, we screwed up.

00:11:37.916 --> 00:11:39.155
We didn't follow up on this person's

00:11:39.176 --> 00:11:39.615
communication.

00:11:39.635 --> 00:11:40.956
This one star review is justified.

00:11:41.903 --> 00:11:43.183
brilliant marketing.

00:11:43.524 --> 00:11:44.203
Yep.

00:11:44.224 --> 00:11:44.844
Cause it's real.

00:11:45.024 --> 00:11:46.404
Cause no one would do that,

00:11:46.504 --> 00:11:47.865
which is exactly why Dave did it.

00:11:47.885 --> 00:11:48.905
He was like, no, we screwed up.

00:11:48.946 --> 00:11:50.687
This isn't us normally, but yeah, no,

00:11:50.706 --> 00:11:51.147
this is true.

00:11:51.447 --> 00:11:51.846
We screwed up.

00:11:52.408 --> 00:11:54.008
And that's so redeemed.

00:11:54.048 --> 00:11:55.328
Like you redeem yourself.

00:11:55.808 --> 00:11:57.350
You leave with that guy.

00:11:57.370 --> 00:11:58.370
Why would you not believe a guy who's

00:11:58.409 --> 00:11:59.230
trashing himself?

00:12:01.572 --> 00:12:02.192
Right.

00:12:02.312 --> 00:12:03.351
No, we didn't screw up.

00:12:03.412 --> 00:12:04.332
This person didn't click.

00:12:04.352 --> 00:12:06.073
No, he was like, no, this is right.

00:12:06.134 --> 00:12:07.413
We, I, it fell through the cracks.

00:12:07.474 --> 00:12:08.934
Our operations broke or whatever it was.

00:12:09.673 --> 00:12:09.932
Yep.

00:12:09.993 --> 00:12:10.894
And it's okay to see it right.

00:12:10.913 --> 00:12:12.654
Like no one gets it right.

00:12:12.735 --> 00:12:13.735
One hundred percent of the time.

00:12:13.975 --> 00:12:15.677
But to scroll through and see like five

00:12:15.697 --> 00:12:16.857
star, five star, four point nine,

00:12:16.898 --> 00:12:17.177
whatever,

00:12:17.278 --> 00:12:18.658
and then see like a one star and

00:12:18.678 --> 00:12:20.559
then the founder or owner or whoever it

00:12:20.600 --> 00:12:22.441
is, it's like this was our fault.

00:12:22.600 --> 00:12:23.302
I'm really sorry.

00:12:23.341 --> 00:12:24.341
Here's how we're going to fix it.

00:12:24.763 --> 00:12:25.003
You know,

00:12:25.123 --> 00:12:27.364
rather than like we don't have a record,

00:12:27.583 --> 00:12:29.225
like we can't talk about, you know,

00:12:29.264 --> 00:12:30.025
patient confidentiality,

00:12:30.066 --> 00:12:31.586
like just be like, yeah.

00:12:31.886 --> 00:12:32.788
How old are your kids?

00:12:33.847 --> 00:12:34.729
My kids are four and seven.

00:12:35.191 --> 00:12:36.932
You don't need to teach kids for some

00:12:36.972 --> 00:12:37.232
reason.

00:12:37.273 --> 00:12:37.873
I've noticed this.

00:12:38.333 --> 00:12:39.455
Like when you're like, hey,

00:12:39.475 --> 00:12:40.034
you did that wrong.

00:12:40.054 --> 00:12:41.976
They just instantly, from what I've seen,

00:12:42.378 --> 00:12:44.399
are like, yes, I did.

00:12:44.418 --> 00:12:45.921
It's like in our operating system.

00:12:46.740 --> 00:12:47.761
As soon as we hit a certain age,

00:12:47.782 --> 00:12:48.043
we're like,

00:12:48.082 --> 00:12:49.903
we just defend ourselves to the end,

00:12:50.164 --> 00:12:51.144
to the bitter end.

00:12:51.625 --> 00:12:52.225
So it is...

00:12:53.143 --> 00:12:55.744
It is a juxtaposition to hear someone just

00:12:55.783 --> 00:12:57.264
go, yeah, no, that was my bad.

00:12:57.484 --> 00:12:58.105
I completely own it.

00:12:58.125 --> 00:12:58.865
You're right.

00:12:58.945 --> 00:12:59.644
And people are just like,

00:12:59.904 --> 00:13:01.086
it really is jarring.

00:13:01.306 --> 00:13:04.226
It's like, it's the record scratch.

00:13:04.647 --> 00:13:05.746
And then you'll listen to anything that

00:13:05.787 --> 00:13:06.706
person says because you're like,

00:13:07.147 --> 00:13:08.488
you're owning a mistake?

00:13:10.136 --> 00:13:10.937
Hang on a second.

00:13:11.057 --> 00:13:11.417
Really?

00:13:11.596 --> 00:13:11.917
Okay.

00:13:12.037 --> 00:13:12.498
Got it.

00:13:12.977 --> 00:13:13.837
Wow.

00:13:14.238 --> 00:13:15.337
In twenty twenty six,

00:13:15.378 --> 00:13:17.719
simply owning an operational mistake can

00:13:17.839 --> 00:13:19.298
earn you attention.

00:13:19.318 --> 00:13:20.979
So that's the bar.

00:13:21.019 --> 00:13:22.360
That tells us where the bar is, right?

00:13:22.440 --> 00:13:23.139
The bar is not low.

00:13:23.159 --> 00:13:24.039
The bar is on the floor.

00:13:24.320 --> 00:13:26.299
If you have like a question about your

00:13:26.340 --> 00:13:27.721
billing or something and you call,

00:13:28.061 --> 00:13:29.480
you already know like they're going to

00:13:29.520 --> 00:13:31.541
give you a hard time because you have

00:13:31.561 --> 00:13:32.841
a question about your bill, right?

00:13:32.861 --> 00:13:35.042
Like the bar is so low.

00:13:36.774 --> 00:13:38.636
Yeah, it's a great, he's like, uh-oh,

00:13:38.657 --> 00:13:41.341
he has the screenshot of the review.

00:13:41.360 --> 00:13:42.822
It's hard to see on the screen.

00:13:42.863 --> 00:13:43.943
We're going to dive into this tomorrow.

00:13:45.225 --> 00:13:47.828
And he's like, yeah, client rips us apart,

00:13:48.028 --> 00:13:49.029
posts one-star review.

00:13:49.129 --> 00:13:50.072
We let this client down.

00:13:50.091 --> 00:13:53.836
There you go.

00:13:54.587 --> 00:13:56.249
The next phase in the marketing, again,

00:13:56.269 --> 00:13:57.149
I just said I'm not going to dive

00:13:57.168 --> 00:13:58.429
too deep into it, but it's so great,

00:13:58.590 --> 00:14:02.432
is that imagine he goes back to this

00:14:02.471 --> 00:14:03.532
person and is like, you're right.

00:14:03.753 --> 00:14:04.773
How can we make this up to you?

00:14:05.173 --> 00:14:06.014
And they do.

00:14:06.894 --> 00:14:08.534
What do you think that person will say

00:14:08.575 --> 00:14:10.495
about you forever?

00:14:10.936 --> 00:14:12.397
well this is the thing they know they

00:14:12.417 --> 00:14:16.820
become a promoter like that's their story

00:14:17.059 --> 00:14:20.062
like started off crappy and this guy made

00:14:20.081 --> 00:14:22.144
it up for me he said you're right

00:14:22.624 --> 00:14:24.966
and then he went over the top that's

00:14:25.025 --> 00:14:25.426
marketing

00:14:25.850 --> 00:14:26.490
That's marketing.

00:14:26.551 --> 00:14:27.792
But what needs to happen then,

00:14:27.831 --> 00:14:29.293
and this needs to be operationalized,

00:14:29.312 --> 00:14:31.654
is everyone then needs to make sure they

00:14:31.934 --> 00:14:34.816
are providing a five star experience.

00:14:35.277 --> 00:14:36.397
But they should anyway, right?

00:14:36.557 --> 00:14:38.138
Stop what you just said there.

00:14:38.538 --> 00:14:40.379
Do you want more five star reviews?

00:14:41.000 --> 00:14:41.120
Andrew,

00:14:41.139 --> 00:14:44.022
we're going to pretend I'm Deloitte and

00:14:44.062 --> 00:14:44.721
you're the client.

00:14:44.783 --> 00:14:47.163
You just paid me forty billion dollars to

00:14:47.244 --> 00:14:48.465
come write a report for you that you

00:14:48.485 --> 00:14:49.725
will read the first seven pages.

00:14:50.706 --> 00:14:52.726
Andrea, hey, Jimmy from Deloitte here.

00:14:53.567 --> 00:14:55.187
Do you want to know how to get

00:14:55.248 --> 00:14:56.628
more five-star reviews?

00:14:57.208 --> 00:15:01.029
Yeah, of course I do, Jimmy.

00:15:01.070 --> 00:15:06.072
Provide more five-star experiences.

00:15:06.091 --> 00:15:09.092
The invoice is on the way.

00:15:10.433 --> 00:15:12.573
Welcome.

00:15:12.715 --> 00:15:13.134
Yes, yes.

00:15:13.195 --> 00:15:14.575
And that's not to throw operations under

00:15:14.595 --> 00:15:14.914
the bus.

00:15:15.054 --> 00:15:16.235
Operations is hard.

00:15:17.115 --> 00:15:17.716
It's hard.

00:15:17.735 --> 00:15:18.817
This is the thing.

00:15:19.216 --> 00:15:23.019
I always and increasingly am like,

00:15:23.198 --> 00:15:25.620
marketing cannot be successful if

00:15:25.720 --> 00:15:26.980
operations is not.

00:15:27.559 --> 00:15:29.581
But they need each other.

00:15:29.660 --> 00:15:30.162
Yes, they do.

00:15:30.241 --> 00:15:31.621
If you're not making anything,

00:15:31.682 --> 00:15:32.682
I can't tell anybody about it.

00:15:32.783 --> 00:15:33.202
Exactly.

00:15:33.883 --> 00:15:34.503
They need each other.

00:15:35.724 --> 00:15:37.404
That being said,

00:15:38.404 --> 00:15:40.285
too bad that's the problem like it's a

00:15:40.326 --> 00:15:42.166
job you picked i'm sorry so like

00:15:42.285 --> 00:15:43.667
operations needs to figure it out and then

00:15:43.706 --> 00:15:45.167
marketing needs to figure theirs out and

00:15:45.187 --> 00:15:46.567
then we need to work together and go

00:15:47.107 --> 00:15:49.327
here you go and if marketing says hey

00:15:49.368 --> 00:15:51.548
operations we have this bad process it

00:15:51.589 --> 00:15:52.769
can't just be like well that's just the

00:15:52.788 --> 00:15:55.850
way it is like it's not making bad

00:15:55.950 --> 00:15:58.390
it's making bad stories yeah sal saying

00:15:58.931 --> 00:16:00.392
google reviews are yet another example

00:16:00.412 --> 00:16:01.652
what he calls a little bit in twenty

00:16:01.672 --> 00:16:03.312
twenty six if you're just asking a patient

00:16:03.673 --> 00:16:04.232
after an eval

00:16:05.389 --> 00:16:06.890
to be so kind and pleased with your

00:16:06.910 --> 00:16:08.211
review, you're asking too much.

00:16:08.331 --> 00:16:09.232
QR code.

00:16:09.432 --> 00:16:10.974
They even have those like dot things where

00:16:10.994 --> 00:16:11.955
you tap.

00:16:11.995 --> 00:16:12.575
Yep.

00:16:12.615 --> 00:16:12.835
Right?

00:16:13.254 --> 00:16:14.436
Also train your staff.

00:16:15.557 --> 00:16:16.638
Hey, here's what to look for.

00:16:16.817 --> 00:16:17.918
Here's what to listen for.

00:16:18.438 --> 00:16:21.860
If this person is exuding love for someone

00:16:21.880 --> 00:16:25.663
who just provided service, it sounds like,

00:16:25.823 --> 00:16:27.445
it sounds like you had a great experience.

00:16:28.225 --> 00:16:28.566
Would you?

00:16:29.892 --> 00:16:33.274
Would you ever want to tell other people

00:16:33.313 --> 00:16:35.815
like you what your experience was so that

00:16:35.855 --> 00:16:37.196
they could get that service too?

00:16:39.798 --> 00:16:40.697
That's worth money,

00:16:41.097 --> 00:16:41.958
what I just said there.

00:16:43.480 --> 00:16:45.640
I'll invoice you.

00:16:45.660 --> 00:16:48.081
Don't worry about it.

00:16:48.101 --> 00:16:48.721
As a clinician,

00:16:48.842 --> 00:16:52.303
why is that so hard or uncomfortable?

00:16:52.345 --> 00:16:52.804
Here's why.

00:16:53.125 --> 00:16:54.426
I think because...

00:16:55.370 --> 00:16:56.751
There's going to be people out there who

00:16:56.772 --> 00:16:58.134
are smarter than me that are in neuro.

00:16:58.594 --> 00:16:59.916
It's going to be like left brain,

00:16:59.975 --> 00:17:01.278
right brain thing.

00:17:01.697 --> 00:17:03.240
Like when you're in provider mode,

00:17:03.259 --> 00:17:05.804
you're in your left brain mode.

00:17:06.464 --> 00:17:07.125
Left is logic.

00:17:07.164 --> 00:17:07.326
Yeah.

00:17:07.786 --> 00:17:08.948
So you're like, oh, got it, got it,

00:17:08.988 --> 00:17:09.788
got it, got it, got it.

00:17:10.702 --> 00:17:12.063
So maybe that's it.

00:17:12.083 --> 00:17:13.144
I'm just making up.

00:17:13.163 --> 00:17:13.703
I think that's it.

00:17:13.743 --> 00:17:14.243
No, I do.

00:17:14.483 --> 00:17:16.865
So I've had mixed experiences with this.

00:17:17.025 --> 00:17:18.964
And clinicians have... We've done...

00:17:19.005 --> 00:17:21.226
We've had these standard operating

00:17:21.286 --> 00:17:23.465
procedures and we're training and we're

00:17:23.506 --> 00:17:24.786
role-playing and it's like, okay,

00:17:24.806 --> 00:17:26.166
pretend I'm the patient and I said this

00:17:26.186 --> 00:17:26.967
thing.

00:17:26.987 --> 00:17:28.467
That's your cue, right?

00:17:28.646 --> 00:17:29.008
But it's like,

00:17:29.208 --> 00:17:31.387
I'm just not comfortable because I went to

00:17:31.428 --> 00:17:33.209
school to do this to help people,

00:17:33.328 --> 00:17:35.108
not for them to tell me how great

00:17:35.169 --> 00:17:35.469
I am.

00:17:35.709 --> 00:17:36.608
That's the second part.

00:17:36.729 --> 00:17:38.150
Now you're asking a provider...

00:17:40.211 --> 00:17:41.652
Hey, do you mind bragging about me?

00:17:41.731 --> 00:17:43.593
Listen, I'm very extroverted.

00:17:44.173 --> 00:17:44.894
That's icky to me.

00:17:45.153 --> 00:17:46.434
I won an award at CSM.

00:17:46.674 --> 00:17:47.836
I talked about it zero times.

00:17:47.915 --> 00:17:48.435
Want to know why?

00:17:48.856 --> 00:17:49.537
It feels weird.

00:17:49.557 --> 00:17:50.538
It feels weird.

00:17:50.597 --> 00:17:51.077
It feels weird.

00:17:51.439 --> 00:17:51.699
So...

00:17:53.746 --> 00:17:54.946
It's never not going to be weird.

00:17:55.448 --> 00:17:56.909
So let's train everybody.

00:17:57.269 --> 00:17:58.990
I would have no problem being like, hey,

00:17:59.030 --> 00:17:59.991
did you have a great experience with

00:18:00.071 --> 00:18:00.311
Andrew?

00:18:00.332 --> 00:18:01.833
And you're like, yeah.

00:18:01.893 --> 00:18:02.394
I got to be honest.

00:18:03.294 --> 00:18:05.316
It goes a long way and will help

00:18:05.395 --> 00:18:08.097
us help more people if you share an

00:18:08.157 --> 00:18:08.759
honest review.

00:18:09.058 --> 00:18:10.460
Do not say anything that is not true.

00:18:10.921 --> 00:18:12.402
It's easier.

00:18:12.442 --> 00:18:14.363
When people win awards or write books,

00:18:14.523 --> 00:18:16.045
I tell them to come on my podcast.

00:18:17.243 --> 00:18:18.805
Because it's just psychologically easier

00:18:18.845 --> 00:18:20.546
when Jimmy says, tell me about the book,

00:18:20.625 --> 00:18:21.787
rather than you turn a camera on and

00:18:21.807 --> 00:18:22.548
be like, I wrote a book.

00:18:23.347 --> 00:18:24.449
It sounds like you're patting yourself on

00:18:24.469 --> 00:18:24.689
the back.

00:18:25.210 --> 00:18:26.651
So that's never not going to be weird.

00:18:26.830 --> 00:18:28.652
So do you want more reviews?

00:18:28.872 --> 00:18:30.993
Bank it off the wall.

00:18:31.493 --> 00:18:32.275
I have to ask.

00:18:32.934 --> 00:18:34.395
But that can be part of the process.

00:18:34.537 --> 00:18:35.817
Your front desk person is not your

00:18:35.856 --> 00:18:36.337
provider.

00:18:37.028 --> 00:18:37.828
Yep.

00:18:37.909 --> 00:18:39.230
And this sort of goes, I think,

00:18:39.609 --> 00:18:42.913
back to front desk being part of your

00:18:42.972 --> 00:18:43.953
marketing system.

00:18:44.355 --> 00:18:45.796
They have to be part of the process

00:18:45.836 --> 00:18:47.577
for cancellations.

00:18:47.597 --> 00:18:48.679
They need to be part of the process

00:18:48.699 --> 00:18:49.318
for reviews.

00:18:49.338 --> 00:18:50.539
They need to be part of the process

00:18:50.579 --> 00:18:53.603
to not lose someone who calls in and

00:18:53.643 --> 00:18:54.963
has a question, whatever it may be.

00:18:55.184 --> 00:18:56.205
They have a big job.

00:18:56.286 --> 00:18:56.425
Huge.

00:18:56.445 --> 00:18:58.768
It's a big job.

00:18:59.048 --> 00:18:59.647
It is.

00:18:59.748 --> 00:19:00.588
And when that fails,

00:19:02.088 --> 00:19:03.970
everything else looks, feels, smells,

00:19:04.029 --> 00:19:05.809
tastes bad when that goes wrong.

00:19:06.250 --> 00:19:07.770
Yes, when operations fails,

00:19:07.990 --> 00:19:09.711
this place sucks.

00:19:09.912 --> 00:19:11.352
And when operations goes well,

00:19:11.752 --> 00:19:13.833
it's still like, oh, sorry.

00:19:14.093 --> 00:19:16.034
It is quite literally a thankless job

00:19:16.074 --> 00:19:17.835
because when you do everything right,

00:19:17.875 --> 00:19:18.555
it's expected.

00:19:19.015 --> 00:19:20.875
Now it's a C+.

00:19:21.215 --> 00:19:22.036
But when it fails,

00:19:22.455 --> 00:19:23.277
you're on the hot seat.

00:19:23.297 --> 00:19:24.656
That sucks.

00:19:24.737 --> 00:19:26.218
That is the job, though.

00:19:26.238 --> 00:19:27.077
That's not going to change, guys.

00:19:28.615 --> 00:19:32.679
But we can make people scream about you.

00:19:32.818 --> 00:19:33.819
Hand them the megaphone.

00:19:34.580 --> 00:19:36.042
And I think we can control what we

00:19:36.063 --> 00:19:36.923
can control, right?

00:19:37.064 --> 00:19:39.125
And we can control that.

00:19:39.165 --> 00:19:41.327
We can't control if my insurance didn't

00:19:41.367 --> 00:19:42.910
cover a thing and now I'm taking it

00:19:42.950 --> 00:19:44.550
out on you because you're telling me how

00:19:44.590 --> 00:19:45.251
much I owe.

00:19:45.833 --> 00:19:49.155
But we can control a review because it

00:19:49.195 --> 00:19:49.896
was a good process.

00:19:51.182 --> 00:19:52.662
To review the tactical things from this

00:19:52.701 --> 00:19:53.762
section we're taking away,

00:19:54.702 --> 00:19:56.262
ask for reviews and make it part of

00:19:56.282 --> 00:19:56.843
the process.

00:19:56.942 --> 00:19:58.503
It's got to be easy.

00:19:59.084 --> 00:19:59.683
Here's a test.

00:20:00.084 --> 00:20:01.763
Bring in an eleven-year-old and be like,

00:20:01.804 --> 00:20:02.025
hey,

00:20:02.045 --> 00:20:02.904
can you figure out how to lead a

00:20:02.924 --> 00:20:03.224
review?

00:20:03.265 --> 00:20:05.085
And when they can't, your process sucks.

00:20:05.744 --> 00:20:06.586
Because the eleven-year-olds,

00:20:06.945 --> 00:20:07.506
they're not dumb.

00:20:07.625 --> 00:20:08.125
They're smart.

00:20:09.385 --> 00:20:10.746
Your website needs to look legit.

00:20:11.527 --> 00:20:15.267
Ask someone who's not in healthcare who

00:20:15.307 --> 00:20:16.448
you know will tell you the truth to

00:20:16.488 --> 00:20:17.188
look at your website.

00:20:18.615 --> 00:20:20.738
and say how's our website what does it

00:20:20.758 --> 00:20:22.038
look like what does it feel like what

00:20:22.058 --> 00:20:23.500
does it smell like what does it taste

00:20:23.519 --> 00:20:26.902
like rachel is saying yeah i agree it

00:20:26.922 --> 00:20:28.624
seems like more and more people it seems

00:20:28.644 --> 00:20:30.204
like more and more of the pts are

00:20:30.224 --> 00:20:31.786
the front desk people too i've asked when

00:20:32.006 --> 00:20:35.148
overheard praise to scan qr code now good

00:20:35.209 --> 00:20:39.092
yep yeah don't disagree uh website ask

00:20:39.112 --> 00:20:41.794
someone what how's this feel can you book

00:20:42.413 --> 00:20:44.596
don't just hey if you were gonna book

00:20:44.615 --> 00:20:45.856
a thing how would you book it do

00:20:45.916 --> 00:20:47.057
it can you do it time them

00:20:48.923 --> 00:20:51.465
Be on social with purpose and meaning.

00:20:52.186 --> 00:20:54.028
If you can't figure out what meaning you

00:20:54.048 --> 00:20:57.752
bring, if you can't find out what meaning,

00:20:57.932 --> 00:20:58.513
you're in healthcare.

00:20:58.614 --> 00:21:00.194
There is meaning quite literally falling

00:21:00.234 --> 00:21:00.655
off trees.

00:21:01.497 --> 00:21:03.018
And then finally make it part of the

00:21:03.057 --> 00:21:03.358
process.

00:21:03.378 --> 00:21:05.760
So those are the four takeaways.

00:21:05.780 --> 00:21:08.784
Yep.

00:21:08.804 --> 00:21:08.884
Okay.

00:21:08.963 --> 00:21:10.705
Today's show is brought to you by...

00:21:11.721 --> 00:21:13.201
The billboard industrial complex.

00:21:13.221 --> 00:21:14.563
They've actually bought ads on our show.

00:21:15.284 --> 00:21:16.644
Are patients choosing healthcare based on

00:21:16.684 --> 00:21:18.185
reputation, online reviews,

00:21:18.307 --> 00:21:18.866
and convenience?

00:21:19.007 --> 00:21:19.366
Sure.

00:21:19.667 --> 00:21:22.009
But what if instead you bought a really

00:21:22.049 --> 00:21:23.911
big sign and put it next to the

00:21:24.010 --> 00:21:24.571
highway?

00:21:25.011 --> 00:21:26.032
The billboard insurance,

00:21:26.292 --> 00:21:27.394
the billboard industrial complex,

00:21:27.433 --> 00:21:28.955
because nothing says trusted healthcare

00:21:28.996 --> 00:21:31.278
provider like a smiling stock photo and

00:21:31.317 --> 00:21:33.318
the phrase compassionate care.

00:21:34.099 --> 00:21:35.340
Buy a billboard today at

00:21:35.381 --> 00:21:37.583
billboardsrus.com.

00:21:37.742 --> 00:21:38.103
All right.

00:21:38.123 --> 00:21:39.984
So healthcare marketing is evolving.

00:21:42.136 --> 00:21:44.357
And that means it's also getting more

00:21:44.478 --> 00:21:44.857
awkward.

00:21:45.698 --> 00:21:47.117
This is like a news story.

00:21:47.157 --> 00:21:49.398
Sometimes it turns into a corporate fight.

00:21:49.878 --> 00:21:52.380
This happens a lot with like YouTube TV.

00:21:52.519 --> 00:21:54.779
I have YouTube TV or cable providers.

00:21:54.880 --> 00:21:55.381
They'll be like,

00:21:56.060 --> 00:21:58.340
ESPN is making it hard for us.

00:21:59.021 --> 00:21:59.362
And I'm like,

00:21:59.501 --> 00:22:00.862
I don't need you fighting in front of

00:22:00.922 --> 00:22:00.981
me.

00:22:01.001 --> 00:22:02.082
Right.

00:22:02.122 --> 00:22:03.883
Settle your settle your shit.

00:22:04.949 --> 00:22:07.951
I don't need you running promos like local

00:22:07.971 --> 00:22:10.752
cable provider telling me how ESPN,

00:22:10.952 --> 00:22:12.273
this major conglomerate,

00:22:12.394 --> 00:22:13.574
is trying to lowball you,

00:22:13.914 --> 00:22:15.214
other major conglomerate.

00:22:15.455 --> 00:22:16.536
I need you to step outside,

00:22:16.596 --> 00:22:17.196
settle your shit.

00:22:17.457 --> 00:22:19.397
I'm giving you a hundred dollars a month.

00:22:19.958 --> 00:22:21.078
I'm giving you a hundred dollars a month.

00:22:21.940 --> 00:22:22.940
What do you think I'm going to do?

00:22:22.980 --> 00:22:25.342
Grab a pitchfork and a torch and rage

00:22:25.382 --> 00:22:26.122
over to Bristol?

00:22:26.501 --> 00:22:27.343
It's not going to happen.

00:22:29.056 --> 00:22:31.137
But there's a contract dispute between

00:22:31.198 --> 00:22:33.439
Blue Cross Blue Shield of Vermont and the

00:22:33.539 --> 00:22:34.961
University of Vermont Medical Center,

00:22:34.980 --> 00:22:37.001
which is the largest hospital in the state

00:22:37.021 --> 00:22:38.583
of Vermont.

00:22:38.603 --> 00:22:39.624
The insurer,

00:22:40.105 --> 00:22:41.726
Blue Cross Blue Shield of Vermont,

00:22:42.105 --> 00:22:45.249
launched a public campaign.

00:22:45.388 --> 00:22:46.430
Did you see about this?

00:22:46.450 --> 00:22:47.609
I did not.

00:22:47.630 --> 00:22:49.571
They launched a marketing campaign.

00:22:50.031 --> 00:22:51.373
The insurance company.

00:22:51.973 --> 00:22:53.855
And the campaign is like,

00:22:54.596 --> 00:22:56.217
it's talking about the hospital's costs.

00:22:56.517 --> 00:22:57.137
I wanted to be like,

00:22:59.627 --> 00:23:03.250
Why are those costs so high,

00:23:03.289 --> 00:23:04.089
insurance company?

00:23:04.490 --> 00:23:05.711
Blue Cross?

00:23:06.590 --> 00:23:08.271
An insurance company ran a marketing

00:23:08.311 --> 00:23:09.152
campaign telling people,

00:23:09.252 --> 00:23:10.633
maybe don't go to the biggest hospital in

00:23:10.653 --> 00:23:13.594
the state because of the costs.

00:23:14.694 --> 00:23:16.096
Are the costs in the room?

00:23:16.496 --> 00:23:17.496
Are they with us now?

00:23:17.536 --> 00:23:18.717
Can you see them, Blue Cross?

00:23:19.096 --> 00:23:23.159
How much did the marketing campaign cost?

00:23:24.691 --> 00:23:27.092
Could we have maybe given some treatments

00:23:27.412 --> 00:23:28.791
instead of the mark?

00:23:28.832 --> 00:23:30.012
These are marketing people telling us,

00:23:30.512 --> 00:23:31.173
bad spend,

00:23:31.472 --> 00:23:33.032
go spend it on something that we can

00:23:33.053 --> 00:23:35.074
then show to make good things happen.

00:23:36.733 --> 00:23:38.015
Now, technically, this is marketing,

00:23:38.035 --> 00:23:39.055
which is why it's on the show.

00:23:39.275 --> 00:23:40.375
But it's also a perfect example of

00:23:40.394 --> 00:23:42.695
healthcare doing marketing badly.

00:23:43.336 --> 00:23:43.756
Badly.

00:23:43.796 --> 00:23:45.596
Because from the patient perspective,

00:23:45.636 --> 00:23:49.057
this is awkward and confusing.

00:23:49.417 --> 00:23:50.038
And scary.

00:23:50.057 --> 00:23:50.157
Yeah.

00:23:50.913 --> 00:23:51.894
And scary.

00:23:52.295 --> 00:23:53.776
Patients don't want to watch hospitals,

00:23:53.816 --> 00:23:55.356
insurance companies fight each other.

00:23:55.636 --> 00:23:57.038
They want answers to three questions.

00:23:57.278 --> 00:23:57.898
You touched on it.

00:23:58.199 --> 00:23:58.959
Where do I go?

00:23:59.019 --> 00:23:59.859
How much does it cost?

00:24:00.539 --> 00:24:01.861
And then finally, the big under,

00:24:02.240 --> 00:24:03.082
can I trust you?

00:24:03.382 --> 00:24:04.242
And when you're fighting,

00:24:04.403 --> 00:24:05.983
this is why it's awkward to watch parents

00:24:06.023 --> 00:24:06.324
fight.

00:24:06.923 --> 00:24:08.484
Kids are like, whoa, whoa, whoa, whoa,

00:24:08.505 --> 00:24:08.766
whoa.

00:24:10.386 --> 00:24:11.667
You're supposed to be the ones who are

00:24:11.688 --> 00:24:12.968
on the same page and telling me what

00:24:12.988 --> 00:24:14.209
to do and you know everything.

00:24:14.608 --> 00:24:16.130
Now I'm watching you fight and disagree.

00:24:16.150 --> 00:24:17.369
Does this mean parents don't know

00:24:17.410 --> 00:24:18.510
everything?

00:24:18.530 --> 00:24:20.192
Insurance companies and healthcare

00:24:20.352 --> 00:24:22.132
organizations, they're just like,

00:24:22.512 --> 00:24:23.252
we know everything.

00:24:23.353 --> 00:24:24.473
We're always doing the best for you.

00:24:24.634 --> 00:24:25.814
Now we know you're lying,

00:24:26.173 --> 00:24:27.494
but at least be consistent about your

00:24:27.535 --> 00:24:27.815
lies.

00:24:28.154 --> 00:24:29.536
Now you're just pointing fingers at each

00:24:29.576 --> 00:24:29.756
other?

00:24:30.355 --> 00:24:30.695
Awkward.

00:24:30.816 --> 00:24:31.656
I would love for people,

00:24:31.876 --> 00:24:33.458
if there's anybody in Vermont who's seen

00:24:33.498 --> 00:24:33.698
this,

00:24:34.666 --> 00:24:35.868
I don't even know how long it's been

00:24:35.929 --> 00:24:36.209
going.

00:24:36.249 --> 00:24:37.290
I should have researched that.

00:24:37.570 --> 00:24:39.193
So healthcare marketing should reduce

00:24:39.334 --> 00:24:40.055
uncertainty.

00:24:40.255 --> 00:24:41.497
That's probably a good lesson from our

00:24:41.537 --> 00:24:42.397
last segment too.

00:24:42.798 --> 00:24:44.662
What is the goal of being on TikTok

00:24:45.201 --> 00:24:47.085
or a website or whatever?

00:24:47.164 --> 00:24:48.527
It is to reduce uncertainty.

00:24:48.847 --> 00:24:49.769
Reduce uncertainty.

00:24:50.490 --> 00:24:52.692
increase clarity that's it that's your job

00:24:52.711 --> 00:24:54.173
you don't sell anything if your selling is

00:24:54.252 --> 00:24:55.913
icky yes it is great then your only

00:24:55.953 --> 00:24:58.355
job reduce uncertainty increase clarity

00:24:58.516 --> 00:24:59.836
it's your only there's your needle that's

00:24:59.856 --> 00:25:01.719
the needle to move when healthcare turns

00:25:01.778 --> 00:25:03.619
marketing into corporate public warfare

00:25:03.740 --> 00:25:07.482
just patients lose trust in both sides at

00:25:07.583 --> 00:25:09.184
this time in twenty twenty six when we

00:25:09.204 --> 00:25:11.946
don't trust anything public scrutiny and

00:25:11.987 --> 00:25:14.308
public public scrutiny is up public trust

00:25:14.348 --> 00:25:17.310
in healthcare in general is at a checks

00:25:17.371 --> 00:25:18.471
notes all-time low

00:25:18.672 --> 00:25:20.153
So this is a great move,

00:25:20.173 --> 00:25:21.512
Blue Cross Blue Shield Vermont.

00:25:21.752 --> 00:25:22.534
Great idea.

00:25:23.153 --> 00:25:23.794
So Andrea,

00:25:23.834 --> 00:25:25.375
I don't even know where to unpack this

00:25:25.474 --> 00:25:25.595
one,

00:25:25.654 --> 00:25:28.115
but how damaging can public fights like

00:25:28.135 --> 00:25:30.936
these be for trusted healthcare in

00:25:31.017 --> 00:25:31.478
general?

00:25:31.958 --> 00:25:32.597
It's damaging.

00:25:32.637 --> 00:25:33.739
So we in Rhode Island,

00:25:33.759 --> 00:25:35.038
we experienced something similar.

00:25:35.058 --> 00:25:36.779
There was not a marketing campaign,

00:25:36.839 --> 00:25:38.421
but there were communications around it.

00:25:39.829 --> 00:25:41.071
What does that mean?

00:25:41.112 --> 00:25:44.396
So United, like only the largest insurer,

00:25:44.436 --> 00:25:44.678
right?

00:25:44.718 --> 00:25:48.443
Like United was having some contract issue

00:25:48.564 --> 00:25:51.909
with the largest hospital in Rhode Island,

00:25:52.849 --> 00:25:54.532
specifically as it relates to Medicare.

00:25:55.173 --> 00:25:57.156
Like talk about confusing people.

00:25:57.336 --> 00:25:58.838
So like it was basically like we're not

00:25:58.858 --> 00:26:00.340
going to cover you, Medicare.

00:26:00.622 --> 00:26:00.801
Right.

00:26:00.842 --> 00:26:02.084
So there were communications around it

00:26:02.124 --> 00:26:05.167
like it was sent to Medicare population.

00:26:05.568 --> 00:26:07.771
There was some language on the website

00:26:08.732 --> 00:26:10.816
and, you know, some flyers like taped up.

00:26:11.517 --> 00:26:13.358
And so, but it was super confusing.

00:26:13.699 --> 00:26:14.940
People were talking about it.

00:26:14.960 --> 00:26:16.101
There was a lack of trust.

00:26:16.240 --> 00:26:17.842
And then when it was resolved,

00:26:17.961 --> 00:26:19.222
people were still confused.

00:26:19.262 --> 00:26:19.844
And it was like, well,

00:26:19.884 --> 00:26:20.683
I can't go there.

00:26:20.723 --> 00:26:22.025
And it's, I was like, first of all,

00:26:22.045 --> 00:26:23.026
you can go to any hospital.

00:26:23.066 --> 00:26:24.487
They can't refuse treatment, right?

00:26:24.507 --> 00:26:25.788
Like it doesn't matter what insurance you

00:26:25.847 --> 00:26:26.189
have,

00:26:26.249 --> 00:26:27.970
but how do you come back from it?

00:26:28.009 --> 00:26:29.510
Like, this is what the damage is, right?

00:26:29.550 --> 00:26:30.251
Like, how do you come?

00:26:30.311 --> 00:26:30.451
Like,

00:26:30.471 --> 00:26:31.932
so now are we paying for a marketing

00:26:31.952 --> 00:26:34.154
campaign to then say, go like, oh,

00:26:34.174 --> 00:26:34.694
just kidding.

00:26:35.175 --> 00:26:36.116
We're happy again.

00:26:36.277 --> 00:26:37.778
We got back together, you know?

00:26:38.031 --> 00:26:38.632
No, you can't.

00:26:39.133 --> 00:26:41.273
You've got a hundred X effort to get

00:26:41.334 --> 00:26:42.974
the needle to go in the other directions

00:26:43.035 --> 00:26:43.214
now.

00:26:43.736 --> 00:26:43.935
Yeah.

00:26:44.276 --> 00:26:45.757
Because I learned I can't do that,

00:26:45.777 --> 00:26:46.698
which means I can't do that.

00:26:46.738 --> 00:26:47.397
So I won't do that.

00:26:47.778 --> 00:26:48.019
Right.

00:26:48.558 --> 00:26:50.720
I was already confused about whether you

00:26:51.101 --> 00:26:52.582
how insurance works with you anyway.

00:26:52.622 --> 00:26:54.343
But now you're telling me like I can't.

00:26:54.502 --> 00:26:56.304
And but now I can't like,

00:26:56.344 --> 00:26:57.384
wait a minute, like what's going on?

00:27:00.644 --> 00:27:00.865
I mean,

00:27:02.326 --> 00:27:03.508
I would say not to be political,

00:27:03.528 --> 00:27:05.650
but when it's happening in public,

00:27:05.789 --> 00:27:08.452
like right now, I mean, gosh,

00:27:08.553 --> 00:27:09.594
who was the Lancet?

00:27:11.055 --> 00:27:12.036
I'll bring up the article.

00:27:12.396 --> 00:27:13.958
They're saying that the policies and

00:27:13.998 --> 00:27:16.240
changes that the USH Health and Human

00:27:16.279 --> 00:27:19.743
Services are doing will take generations

00:27:20.084 --> 00:27:20.724
to change.

00:27:25.520 --> 00:27:27.663
I just talked to a school leader the

00:27:27.702 --> 00:27:28.624
other day and she's like,

00:27:28.703 --> 00:27:31.626
we still require vaccines, but we're like,

00:27:31.886 --> 00:27:32.307
and I was like,

00:27:32.327 --> 00:27:35.230
I don't got good luck.

00:27:35.550 --> 00:27:36.332
No, no, no.

00:27:36.451 --> 00:27:37.932
I know people in the local school district

00:27:37.993 --> 00:27:39.295
nurses who are like,

00:27:39.355 --> 00:27:42.417
your child cannot come into this building

00:27:42.837 --> 00:27:43.980
unless they have these things.

00:27:44.359 --> 00:27:44.880
My doctor said,

00:27:44.920 --> 00:27:45.941
I didn't have to do that.

00:27:45.961 --> 00:27:47.063
I didn't.

00:27:47.776 --> 00:27:48.955
Do not answer to your doctor.

00:27:49.415 --> 00:27:50.896
I answered to the New York State Board

00:27:50.936 --> 00:27:51.396
of Health.

00:27:51.777 --> 00:27:51.997
Right.

00:27:52.156 --> 00:27:53.076
I answered to the governor.

00:27:53.557 --> 00:27:56.097
So that tiny human will not be walking.

00:27:56.278 --> 00:27:56.458
Well,

00:27:56.518 --> 00:27:58.519
you're keeping like now I'm going to like

00:27:58.739 --> 00:27:59.598
watching these people go back.

00:27:59.679 --> 00:28:01.118
I'm going to sue you because you're and

00:28:01.138 --> 00:28:02.839
she's like, I'm a school nurse.

00:28:03.299 --> 00:28:05.599
I make sixty one thousand dollars a year

00:28:06.000 --> 00:28:08.441
taking care like think this is a different

00:28:08.480 --> 00:28:09.060
conversation.

00:28:09.080 --> 00:28:09.221
Right.

00:28:11.262 --> 00:28:12.223
You want to have fun?

00:28:12.763 --> 00:28:14.246
Do you want to have fun and also

00:28:14.286 --> 00:28:15.386
want to get insanely angry?

00:28:15.926 --> 00:28:16.788
It's public record.

00:28:17.087 --> 00:28:19.109
Go to your local school board website and

00:28:19.130 --> 00:28:21.451
just Google like how much my school nurse

00:28:21.491 --> 00:28:22.512
makes, right?

00:28:23.354 --> 00:28:25.296
Write that number down and be like, well,

00:28:25.476 --> 00:28:27.076
they got an easy job, right?

00:28:27.557 --> 00:28:28.258
And I'm like, okay.

00:28:28.898 --> 00:28:30.800
And now figure out how many kids are

00:28:30.820 --> 00:28:31.821
in that elementary school

00:28:33.156 --> 00:28:34.657
And then multiply that by how much you

00:28:34.678 --> 00:28:36.097
think a child's life is worth and be

00:28:36.117 --> 00:28:36.758
like,

00:28:36.817 --> 00:28:38.878
that person's got Q-tips and a stethoscope

00:28:39.179 --> 00:28:41.140
and they're in charge of them just six

00:28:41.160 --> 00:28:43.299
to seven hours a day times every school

00:28:43.339 --> 00:28:45.881
day for sixty eight thousand dollars.

00:28:45.921 --> 00:28:47.121
Oh, yeah, yeah, yeah.

00:28:47.201 --> 00:28:47.801
Oh, yeah.

00:28:48.142 --> 00:28:49.622
What could go wrong?

00:28:49.942 --> 00:28:50.843
What could go wrong?

00:28:51.803 --> 00:28:53.343
So you either have people who are great,

00:28:53.604 --> 00:28:55.723
willing to take that job at that salary

00:28:55.743 --> 00:28:57.065
because they're like, I want to do good.

00:28:57.484 --> 00:28:59.224
Or you have people who can't get it.

00:28:59.325 --> 00:29:00.546
It's just it's insane to me.

00:29:01.748 --> 00:29:03.749
How many millions worth of dollars is an

00:29:03.828 --> 00:29:06.409
elementary school if you added up all the

00:29:06.449 --> 00:29:07.249
human life's worth?

00:29:07.549 --> 00:29:09.250
And you got one person being like,

00:29:09.630 --> 00:29:10.750
I am in charge of all these lives

00:29:10.789 --> 00:29:11.631
pretty much.

00:29:11.671 --> 00:29:12.070
Right.

00:29:12.090 --> 00:29:13.310
Let's pay this person as little as

00:29:13.371 --> 00:29:14.411
possible.

00:29:15.171 --> 00:29:15.411
Yes.

00:29:15.632 --> 00:29:17.332
And equip them with as little as possible.

00:29:17.392 --> 00:29:18.791
What could go wrong?

00:29:19.412 --> 00:29:21.333
And then be mad when something goes wrong.

00:29:22.861 --> 00:29:25.644
But this like vaccine thing and like the

00:29:25.763 --> 00:29:26.023
overall,

00:29:26.044 --> 00:29:27.566
like this is where it sort of goes

00:29:27.605 --> 00:29:27.986
back to.

00:29:28.026 --> 00:29:30.567
There's opportunity for real reputable

00:29:31.028 --> 00:29:33.230
clinical organizations to like be on

00:29:33.310 --> 00:29:37.335
social and be the voice of reason.

00:29:38.836 --> 00:29:38.997
Yeah.

00:29:39.656 --> 00:29:39.817
Right.

00:29:39.856 --> 00:29:39.998
Like,

00:29:40.417 --> 00:29:41.659
are we supposed to be vaccinated or we're

00:29:41.679 --> 00:29:41.999
not supposed to?

00:29:42.019 --> 00:29:43.380
Like, and that's just one example.

00:29:43.520 --> 00:29:43.721
Like,

00:29:43.980 --> 00:29:46.022
this is where an organization can get on

00:29:46.083 --> 00:29:48.785
social and not have mayonnaise flavored

00:29:48.924 --> 00:29:50.707
ice cream because compliance said you have

00:29:50.727 --> 00:29:51.626
to be in this box.

00:29:51.666 --> 00:29:51.827
Like,

00:29:51.907 --> 00:29:53.209
they can be the ones to go like,

00:29:53.229 --> 00:29:54.150
hey, you trust us, right?

00:29:54.190 --> 00:29:55.130
Like, we are experts.

00:29:56.151 --> 00:29:57.412
Here's what you should be thinking about.

00:29:59.814 --> 00:30:00.255
Scary.

00:30:01.355 --> 00:30:02.916
If you're a clinic owner dealing with

00:30:02.957 --> 00:30:03.657
insurance issues,

00:30:03.718 --> 00:30:04.778
how do you communicate that?

00:30:05.730 --> 00:30:07.232
without scaring patients away,

00:30:07.292 --> 00:30:08.394
should be like the next question.

00:30:09.194 --> 00:30:11.597
Because talking about insurance

00:30:11.637 --> 00:30:15.442
complexities in a Facebook post or a,

00:30:15.663 --> 00:30:17.526
you know, a twenty-eight second video,

00:30:17.605 --> 00:30:17.806
like,

00:30:19.056 --> 00:30:20.797
I like taking on complex projects,

00:30:20.817 --> 00:30:21.857
but that's hard.

00:30:21.958 --> 00:30:23.720
Like that's hard.

00:30:24.180 --> 00:30:24.861
It's hard.

00:30:25.701 --> 00:30:27.041
I've experienced this in the past,

00:30:27.102 --> 00:30:28.723
not in the PT clinical setting,

00:30:28.743 --> 00:30:30.265
a different clinical setting and having to

00:30:30.305 --> 00:30:32.586
create communications to say.

00:30:33.146 --> 00:30:33.907
So first of all,

00:30:34.067 --> 00:30:36.589
it becomes like a targeted communication,

00:30:36.630 --> 00:30:36.829
right?

00:30:36.849 --> 00:30:38.592
Like this isn't let's blast out a

00:30:38.612 --> 00:30:39.491
marketing campaign.

00:30:39.571 --> 00:30:41.394
It's let's identify which patients have

00:30:41.493 --> 00:30:42.295
this insurance.

00:30:42.954 --> 00:30:44.175
And let's send them a personalized

00:30:44.195 --> 00:30:45.236
communication and go like,

00:30:45.616 --> 00:30:46.876
here's here's what's going on.

00:30:47.277 --> 00:30:48.377
Here's the impact to you.

00:30:49.198 --> 00:30:50.699
You don't have to do anything, maybe.

00:30:51.019 --> 00:30:52.140
Or if you do have to do something,

00:30:52.180 --> 00:30:52.961
here's what it looks like.

00:30:53.361 --> 00:30:55.001
And then can we over communicate with

00:30:55.041 --> 00:30:55.221
them?

00:30:55.261 --> 00:30:57.423
Because we know how many times it takes

00:30:57.542 --> 00:30:59.064
to actually get something through to

00:30:59.104 --> 00:30:59.523
someone.

00:30:59.564 --> 00:31:00.424
And then when it's resolved,

00:31:00.444 --> 00:31:01.585
you need to make sure you're communicating

00:31:01.625 --> 00:31:02.905
and going like, hey, by the way,

00:31:02.925 --> 00:31:03.445
it's resolved.

00:31:04.247 --> 00:31:04.707
Yep.

00:31:04.747 --> 00:31:06.048
So, right.

00:31:06.067 --> 00:31:09.589
Like it's a marketing campaign is not the

00:31:09.670 --> 00:31:09.930
answer.

00:31:12.090 --> 00:31:13.551
Do you know how many times, though,

00:31:13.771 --> 00:31:15.393
I worked my first job out of PT

00:31:15.432 --> 00:31:15.752
school,

00:31:15.873 --> 00:31:19.615
the clinic owner wanted to be more active

00:31:19.674 --> 00:31:21.935
on social.

00:31:21.976 --> 00:31:22.516
But he didn't.

00:31:22.796 --> 00:31:24.136
He wanted people to see him.

00:31:25.250 --> 00:31:26.550
Like the African proverb,

00:31:26.570 --> 00:31:28.333
there's two reasons to climb a mountain.

00:31:28.513 --> 00:31:29.815
One is so you can see the world.

00:31:29.954 --> 00:31:31.256
The other is so the world can see

00:31:31.297 --> 00:31:31.497
you.

00:31:31.896 --> 00:31:32.317
And it's like,

00:31:33.077 --> 00:31:35.221
this guy just wanted people to see him.

00:31:35.421 --> 00:31:36.741
He was like, I am great.

00:31:36.801 --> 00:31:37.884
And I want everybody to know how great

00:31:37.923 --> 00:31:38.124
I am.

00:31:38.624 --> 00:31:40.886
And I'm like, I get that.

00:31:42.605 --> 00:31:43.525
But let's do it the other way.

00:31:43.644 --> 00:31:45.465
Let's just teach people stuff and be there

00:31:45.506 --> 00:31:45.826
for them.

00:31:46.465 --> 00:31:47.446
And many a time,

00:31:47.507 --> 00:31:49.866
I went into work at eight in the

00:31:49.886 --> 00:31:52.028
morning and I'm still wiping whatever out

00:31:52.048 --> 00:31:53.327
of my eyes and I'm not even awake

00:31:53.347 --> 00:31:53.488
yet.

00:31:53.587 --> 00:31:54.628
And he's like, Jimmy, Jimmy, come here.

00:31:54.868 --> 00:31:55.729
Review this big,

00:31:56.048 --> 00:31:57.910
long Facebook post I wrote.

00:31:58.450 --> 00:32:00.830
I spent two hours writing it.

00:32:02.891 --> 00:32:03.371
And I was like, okay.

00:32:03.391 --> 00:32:06.412
And I'm two sentences in and he's raging

00:32:06.471 --> 00:32:07.752
against P.T.

00:32:07.853 --> 00:32:08.192
Mills.

00:32:09.679 --> 00:32:10.980
So I did my Andrea.

00:32:12.141 --> 00:32:14.742
Okay.

00:32:14.803 --> 00:32:16.023
What is the purpose of this?

00:32:16.064 --> 00:32:16.384
And he's like,

00:32:16.423 --> 00:32:18.065
the world needs to know that PT Mills

00:32:18.545 --> 00:32:19.026
are bad.

00:32:19.605 --> 00:32:20.326
And I was like, okay,

00:32:20.666 --> 00:32:23.628
let's pretend your seven hundred and fifty

00:32:24.449 --> 00:32:27.551
word Facebook post that no one's going to

00:32:27.692 --> 00:32:28.913
get past word seven.

00:32:28.972 --> 00:32:29.512
But yes,

00:32:29.752 --> 00:32:31.453
they're going to dig in and read your

00:32:31.513 --> 00:32:32.035
novel.

00:32:32.634 --> 00:32:34.856
They now agree that PT Mills suck.

00:32:36.521 --> 00:32:36.962
Now what?

00:32:37.143 --> 00:32:38.526
He's like,

00:32:38.787 --> 00:32:40.450
they'll just know that I'm not that.

00:32:40.549 --> 00:32:40.911
And I'm like,

00:32:41.111 --> 00:32:42.954
did you say that anywhere in the, no.

00:32:43.275 --> 00:32:43.936
So why don't we,

00:32:44.458 --> 00:32:45.720
do you feel better now that you've written

00:32:45.759 --> 00:32:45.839
it?

00:32:46.909 --> 00:32:47.630
I hope so.

00:32:47.650 --> 00:32:48.109
Good.

00:32:48.150 --> 00:32:48.609
Delete it.

00:32:49.471 --> 00:32:50.111
Don't share it.

00:32:50.872 --> 00:32:52.153
Or share it with your friend.

00:32:52.553 --> 00:32:53.653
Put it in your journal, right?

00:32:53.673 --> 00:32:54.334
Put it in your journal.

00:32:54.734 --> 00:32:55.996
This is why we journal.

00:32:56.016 --> 00:32:56.655
You're venting.

00:32:56.855 --> 00:32:57.636
This is why we journal.

00:33:00.159 --> 00:33:00.459
Now,

00:33:01.259 --> 00:33:03.500
pretend those people already believe that.

00:33:03.800 --> 00:33:04.442
Talk to them now.

00:33:04.682 --> 00:33:05.162
Pretend.

00:33:05.403 --> 00:33:06.723
It's called suspended disbelief.

00:33:06.844 --> 00:33:08.125
Have suspended disbelief that they now

00:33:08.164 --> 00:33:08.704
agree with you.

00:33:08.724 --> 00:33:09.945
Talk to them about that.

00:33:11.712 --> 00:33:12.855
You have three choices.

00:33:12.996 --> 00:33:14.699
And I know people get mad at me

00:33:14.739 --> 00:33:16.000
when I use dating analogies,

00:33:16.040 --> 00:33:17.222
but this is a good one, right?

00:33:17.984 --> 00:33:20.108
So you got three options.

00:33:20.549 --> 00:33:22.512
I'm at a bar and there's a young

00:33:22.553 --> 00:33:23.474
woman I'd like to talk to.

00:33:24.295 --> 00:33:25.075
I have three options.

00:33:25.234 --> 00:33:25.694
Number one,

00:33:25.855 --> 00:33:27.175
I can tell her why the guy down

00:33:27.435 --> 00:33:29.316
further down the bar shouldn't go out with

00:33:29.355 --> 00:33:29.496
him.

00:33:30.115 --> 00:33:32.375
I should spend my whole time raging

00:33:32.395 --> 00:33:33.037
against this guy.

00:33:33.076 --> 00:33:34.676
Like definitely don't take the drink from

00:33:34.717 --> 00:33:35.037
that guy.

00:33:35.076 --> 00:33:35.836
That guy sucks.

00:33:35.916 --> 00:33:36.416
Look at him.

00:33:36.497 --> 00:33:37.356
Look at his shoes.

00:33:38.037 --> 00:33:39.137
Look at his shirt.

00:33:39.198 --> 00:33:39.617
Look at him.

00:33:39.657 --> 00:33:40.198
He's a jerk.

00:33:40.238 --> 00:33:40.577
I saw him.

00:33:41.038 --> 00:33:41.938
I saw him kick a puppy on the

00:33:41.958 --> 00:33:42.278
way in.

00:33:42.357 --> 00:33:43.719
Don't talk to that guy.

00:33:44.118 --> 00:33:44.798
That's option one.

00:33:45.318 --> 00:33:45.578
Okay.

00:33:45.739 --> 00:33:45.979
I mean,

00:33:47.179 --> 00:33:48.818
if you've convinced her not to talk to

00:33:48.858 --> 00:33:50.440
him, she might just be like, great.

00:33:50.519 --> 00:33:51.259
Not to talk to anybody.

00:33:52.230 --> 00:33:52.750
Option two.

00:33:53.131 --> 00:33:53.770
This is a good one.

00:33:54.371 --> 00:33:55.612
Talk about yourself.

00:33:56.051 --> 00:33:57.192
How much money you make,

00:33:57.692 --> 00:33:58.854
how many friends you have,

00:33:59.354 --> 00:34:02.075
that you were on the high school hockey

00:34:02.115 --> 00:34:04.376
team, what kind of car you drive,

00:34:05.076 --> 00:34:05.957
the size of your TV.

00:34:06.057 --> 00:34:06.817
Talk about yourself.

00:34:07.077 --> 00:34:08.659
That's a great idea.

00:34:09.139 --> 00:34:10.260
That is a great idea.

00:34:10.559 --> 00:34:12.081
We've never met any of those guys.

00:34:12.320 --> 00:34:12.541
Never.

00:34:13.221 --> 00:34:16.103
Or now here's a radical idea.

00:34:16.262 --> 00:34:17.003
Option three.

00:34:17.382 --> 00:34:18.284
Talk to her about her.

00:34:21.175 --> 00:34:21.916
Why don't we try that?

00:34:22.056 --> 00:34:24.418
So talk to the patients about them.

00:34:25.099 --> 00:34:26.202
I see this all the time,

00:34:26.242 --> 00:34:28.184
like posts that start with we here at...

00:34:28.626 --> 00:34:29.586
Do you know what's worse though?

00:34:29.827 --> 00:34:31.128
I've called it breaking the spell.

00:34:31.690 --> 00:34:32.811
And I see this all the time and

00:34:32.831 --> 00:34:34.193
I don't want to be a mansplainer.

00:34:35.778 --> 00:34:37.500
But they'll start out with what we're

00:34:37.519 --> 00:34:38.019
talking about,

00:34:38.039 --> 00:34:39.519
which is talking to the audience about the

00:34:39.579 --> 00:34:39.920
audience.

00:34:40.260 --> 00:34:41.920
And then halfway down, they'll go,

00:34:42.260 --> 00:34:44.362
and that's why here at Callahan Auto,

00:34:44.601 --> 00:34:48.003
we only make the finest brake pads.

00:34:48.443 --> 00:34:50.364
And I'm like, fucking had them.

00:34:50.623 --> 00:34:51.204
You had me.

00:34:51.344 --> 00:34:52.903
I was nodding going, yes,

00:34:53.005 --> 00:34:53.905
I do agree with that.

00:34:54.284 --> 00:34:57.985
And then halfway through, I was like, oh,

00:34:58.146 --> 00:34:59.726
you think this is how to,

00:35:00.867 --> 00:35:03.688
in one post, generate...

00:35:05.467 --> 00:35:07.829
affinity, know, like, trust,

00:35:07.949 --> 00:35:10.050
generate trust, and then cash in on trust.

00:35:10.431 --> 00:35:10.670
Right.

00:35:10.751 --> 00:35:11.510
In one post.

00:35:11.851 --> 00:35:14.132
That's like, Andrea, I want to...

00:35:14.231 --> 00:35:15.132
I'm in upstate New York.

00:35:15.552 --> 00:35:16.773
I want to eat some apples.

00:35:17.114 --> 00:35:17.934
Big apple country.

00:35:18.014 --> 00:35:19.074
We call it the big apple, Andrea.

00:35:19.094 --> 00:35:19.835
We make a lot of apples.

00:35:20.534 --> 00:35:22.536
I'm going to go outside and plant an

00:35:22.695 --> 00:35:24.137
apple tree with a seed.

00:35:24.237 --> 00:35:24.996
I guess they're from seeds.

00:35:25.016 --> 00:35:26.077
I don't know.

00:35:26.197 --> 00:35:27.217
And then I'm going to go back after

00:35:27.257 --> 00:35:27.398
lunch.

00:35:27.418 --> 00:35:28.099
I'm going to eat some apples.

00:35:29.371 --> 00:35:30.253
No, no, no.

00:35:30.793 --> 00:35:32.673
There's some time between plant the seed,

00:35:33.094 --> 00:35:33.795
eat the apple.

00:35:34.434 --> 00:35:35.856
And people don't get it,

00:35:35.896 --> 00:35:38.217
which is why the bar is not low.

00:35:38.717 --> 00:35:40.099
The bar is on the floor for you

00:35:40.119 --> 00:35:41.780
to just do something and be better than

00:35:42.820 --> 00:35:44.242
four thousand percent of everybody.

00:35:44.927 --> 00:35:45.126
Right.

00:35:45.387 --> 00:35:49.148
And I think that's part of the confusion

00:35:49.309 --> 00:35:52.389
with... I want to be on social.

00:35:52.809 --> 00:35:54.431
Social is another channel for me to

00:35:54.490 --> 00:35:55.411
promote my business.

00:35:55.992 --> 00:35:56.532
And I've said it.

00:35:56.612 --> 00:35:57.711
I think I talked about this at a

00:35:57.771 --> 00:35:59.612
conference like a million years ago is

00:36:00.233 --> 00:36:00.634
social...

00:36:01.554 --> 00:36:05.038
media is not a marketing channel it's a

00:36:05.277 --> 00:36:07.860
patient communicate like it's a patient

00:36:07.900 --> 00:36:09.382
and prospective patient communication

00:36:09.402 --> 00:36:11.003
channel so it's not for you to get

00:36:11.083 --> 00:36:12.585
on there and go like i'm the best

00:36:12.664 --> 00:36:14.027
pt clinic in the world we're

00:36:14.146 --> 00:36:16.349
evidence-based and we do these things no

00:36:16.369 --> 00:36:17.570
one cares like i don't even know what

00:36:17.590 --> 00:36:20.132
that means as a you know putting myself

00:36:20.152 --> 00:36:20.592
in their shoes

00:36:21.554 --> 00:36:23.235
It's a way for me to,

00:36:23.856 --> 00:36:25.416
so you don't know who I am and

00:36:25.456 --> 00:36:26.376
that I can help you.

00:36:26.938 --> 00:36:28.038
Oh, I have that problem.

00:36:28.077 --> 00:36:30.099
They're talking about that thing that I

00:36:30.179 --> 00:36:30.519
have.

00:36:30.579 --> 00:36:30.719
Yeah.

00:36:30.739 --> 00:36:31.900
I have wondered about that.

00:36:32.141 --> 00:36:34.021
Oh, and then subconsciously,

00:36:34.103 --> 00:36:35.563
but not so subconsciously they,

00:36:35.903 --> 00:36:36.864
they understand that.

00:36:36.963 --> 00:36:38.445
So when I have that flare up,

00:36:38.525 --> 00:36:39.106
I'm going to go there.

00:36:39.626 --> 00:36:40.626
Yep.

00:36:40.666 --> 00:36:42.527
That's it.

00:36:42.547 --> 00:36:43.489
That's as simple as that.

00:36:44.264 --> 00:36:46.088
But we get looked at in meetings like,

00:36:46.288 --> 00:36:47.489
where's the, where's the,

00:36:47.670 --> 00:36:48.693
where's the sell in this?

00:36:48.733 --> 00:36:50.717
And you're like, what's the CTA?

00:36:50.916 --> 00:36:52.780
Like what's clicking to book an

00:36:52.800 --> 00:36:55.766
appointment after you show them this

00:36:55.847 --> 00:36:56.208
morning.

00:36:57.375 --> 00:36:59.615
A major organization reached out to me and

00:36:59.635 --> 00:37:00.755
were like, I've been just...

00:37:00.896 --> 00:37:02.237
This is a random dude.

00:37:02.317 --> 00:37:03.197
I looked at the org chart,

00:37:03.237 --> 00:37:03.797
went to LinkedIn.

00:37:03.817 --> 00:37:04.016
I was like,

00:37:04.036 --> 00:37:05.557
who is this dude at this organization?

00:37:05.878 --> 00:37:07.097
He is not a major dude.

00:37:07.679 --> 00:37:08.039
But he's like,

00:37:08.159 --> 00:37:10.599
I've been tasked with doing ABC.

00:37:10.639 --> 00:37:11.039
And he's like,

00:37:11.199 --> 00:37:13.380
I've just been listening to you for a

00:37:13.440 --> 00:37:13.860
year.

00:37:14.360 --> 00:37:15.481
Talk on LinkedIn.

00:37:15.501 --> 00:37:16.181
This is also a thing.

00:37:16.242 --> 00:37:17.041
Be on multiple channels.

00:37:17.061 --> 00:37:17.262
He's like,

00:37:17.302 --> 00:37:19.362
I see you type on LinkedIn and the

00:37:19.402 --> 00:37:20.822
videos and I feel like you get it.

00:37:20.882 --> 00:37:22.923
And I'm like, but I never said...

00:37:24.021 --> 00:37:24.561
Book a call.

00:37:24.601 --> 00:37:26.782
Click the link below to book a call.

00:37:27.364 --> 00:37:28.623
Every time you type that,

00:37:28.724 --> 00:37:31.264
I want you to hear me using cheesy

00:37:31.304 --> 00:37:34.327
radio voice in your brain because that's

00:37:34.347 --> 00:37:36.947
what the audience thinks.

00:37:37.728 --> 00:37:38.688
I'm here for you.

00:37:38.949 --> 00:37:40.048
Evidence-based care.

00:37:40.108 --> 00:37:41.469
Click on the link below.

00:37:42.710 --> 00:37:43.530
It is cheesy.

00:37:44.585 --> 00:37:44.764
Right.

00:37:45.164 --> 00:37:46.085
Because it's cheesy.

00:37:46.525 --> 00:37:47.367
It's cheesy.

00:37:48.047 --> 00:37:49.447
Like if there's a like if we could

00:37:49.467 --> 00:37:51.168
just do away with evidence based as an

00:37:51.208 --> 00:37:53.309
aside, like tables.

00:37:53.389 --> 00:37:53.690
Yes.

00:37:54.110 --> 00:37:55.931
I would assume that it's evidence based.

00:37:56.052 --> 00:37:56.311
Right.

00:37:56.351 --> 00:37:58.112
Like let's open a parody clinic.

00:37:58.552 --> 00:37:59.132
Let's call it.

00:38:00.114 --> 00:38:03.635
We what's opposite of evidence based.

00:38:03.675 --> 00:38:04.255
We made it up.

00:38:04.556 --> 00:38:05.436
It's fake.

00:38:05.476 --> 00:38:06.376
Sounds it rhymes.

00:38:06.416 --> 00:38:07.137
So it must be true.

00:38:08.061 --> 00:38:08.601
Right.

00:38:08.621 --> 00:38:09.661
This treatment rhymes.

00:38:09.902 --> 00:38:10.402
Look it.

00:38:10.422 --> 00:38:11.663
They're all three words in a row.

00:38:11.742 --> 00:38:11.983
Rhyme.

00:38:12.063 --> 00:38:14.664
Must be true.

00:38:14.684 --> 00:38:14.884
Rhyme.

00:38:14.903 --> 00:38:15.364
M&M based.

00:38:15.623 --> 00:38:16.385
Rhymes.

00:38:17.385 --> 00:38:19.126
We can get words like orange and banana

00:38:19.146 --> 00:38:21.027
to rhyme, so it must be true.

00:38:21.067 --> 00:38:21.947
We get it, man.

00:38:22.226 --> 00:38:23.108
You're a doctor.

00:38:23.648 --> 00:38:25.088
I'm sure as hell hoping it's

00:38:25.168 --> 00:38:25.929
evidence-based.

00:38:26.369 --> 00:38:26.648
What?

00:38:27.150 --> 00:38:27.889
What are you talking about?

00:38:28.090 --> 00:38:28.409
You know what?

00:38:28.530 --> 00:38:29.490
Now the fact that you're talking about

00:38:29.530 --> 00:38:29.590
it...

00:38:30.851 --> 00:38:31.570
I'm a little nervous.

00:38:32.291 --> 00:38:33.652
What do you do that isn't evidence-based?

00:38:34.213 --> 00:38:34.552
Oh, nothing.

00:38:34.632 --> 00:38:34.873
Sorry.

00:38:34.992 --> 00:38:35.213
Nothing.

00:38:35.233 --> 00:38:35.572
Nothing here.

00:38:35.592 --> 00:38:36.934
We're just telling you.

00:38:36.954 --> 00:38:37.614
We do everything here.

00:38:37.914 --> 00:38:39.534
Imagine your mechanic was like,

00:38:39.876 --> 00:38:40.936
we use all the right parts.

00:38:40.956 --> 00:38:42.257
It's like, well, shit.

00:38:42.297 --> 00:38:42.697
Now I'm one.

00:38:43.277 --> 00:38:44.697
You're talking about it an awful lot.

00:38:45.038 --> 00:38:45.318
Why?

00:38:46.918 --> 00:38:47.780
I don't trust that now.

00:38:48.780 --> 00:38:49.940
I just thought they were always the right

00:38:49.981 --> 00:38:50.221
parts.

00:38:50.523 --> 00:38:51.403
To me, I will say,

00:38:51.844 --> 00:38:53.465
my car is being fixed right now.

00:38:55.005 --> 00:38:56.387
It's getting some auto body work.

00:38:56.467 --> 00:38:57.567
What'd you hit?

00:38:58.007 --> 00:38:58.728
I didn't hit anything.

00:38:58.788 --> 00:38:59.168
It hit me.

00:38:59.208 --> 00:38:59.989
What hit you?

00:39:00.708 --> 00:39:01.909
It's fine.

00:39:02.510 --> 00:39:05.371
But I had to sign something and check

00:39:05.411 --> 00:39:08.074
a box that said they use OEM parts.

00:39:08.673 --> 00:39:09.094
And I'm like,

00:39:09.393 --> 00:39:10.355
I wouldn't have thought about it.

00:39:10.394 --> 00:39:12.135
I would have assumed that you use OEM

00:39:12.175 --> 00:39:12.556
parts.

00:39:13.336 --> 00:39:14.097
It's literally what you...

00:39:14.177 --> 00:39:15.277
It's like manufacturer...

00:39:15.398 --> 00:39:16.778
Original equipment manufacturers.

00:39:16.838 --> 00:39:18.179
It's not secondary market.

00:39:18.519 --> 00:39:18.780
Right.

00:39:18.980 --> 00:39:20.041
And I was just like, cool.

00:39:22.300 --> 00:39:24.081
Why are you making me sign this to

00:39:24.121 --> 00:39:25.501
say that you use original parts?

00:39:27.103 --> 00:39:28.384
Because apparently it's not standard

00:39:28.423 --> 00:39:28.943
practice.

00:39:29.664 --> 00:39:30.003
All right.

00:39:30.063 --> 00:39:32.686
So lesson here, maybe...

00:39:34.364 --> 00:39:35.625
they're insurance companies they're i

00:39:35.644 --> 00:39:37.867
don't know i don't want to stereotype but

00:39:38.728 --> 00:39:41.289
there's a pile of um why why why

00:39:41.309 --> 00:39:43.010
are you airing your grievances in public

00:39:43.150 --> 00:39:44.751
this is not festivus for the rest of

00:39:44.811 --> 00:39:47.173
us here stop doing that uh this this

00:39:47.213 --> 00:39:48.474
segment brought to you by healthcare

00:39:48.514 --> 00:39:51.077
negotiation theater why quietly negotiate

00:39:51.117 --> 00:39:52.418
contracts when you can turn it into a

00:39:52.458 --> 00:39:54.018
public marketing campaign featuring

00:39:54.420 --> 00:39:55.661
dramatic press releases

00:39:56.121 --> 00:39:58.563
Passive aggressive messaging and patients

00:39:58.643 --> 00:40:00.764
wondering what is going on.

00:40:00.844 --> 00:40:02.945
Healthcare negotiation theater because

00:40:02.985 --> 00:40:04.726
nothing builds patient trust like

00:40:04.786 --> 00:40:07.688
corporate drama in public.

00:40:07.708 --> 00:40:08.969
All right, enough healthcare chaos.

00:40:09.550 --> 00:40:11.512
I like to now steal things from outside

00:40:11.552 --> 00:40:13.713
of healthcare to get out of this.

00:40:13.773 --> 00:40:15.315
We love saying this to break out of

00:40:15.335 --> 00:40:16.096
the silo.

00:40:18.429 --> 00:40:20.012
Let's look at a company that understands

00:40:20.052 --> 00:40:22.016
something healthcare often struggles with.

00:40:22.237 --> 00:40:23.018
And in my opinion,

00:40:23.039 --> 00:40:23.900
and it sounds like yours,

00:40:24.081 --> 00:40:26.045
that attention comes before marketing.

00:40:26.344 --> 00:40:28.027
Attention is the very first thing.

00:40:28.369 --> 00:40:29.632
It is where the rubber meets the road.

00:40:30.936 --> 00:40:32.237
Marketing can be the tire,

00:40:32.257 --> 00:40:33.597
but where the rubber meets the road is

00:40:33.637 --> 00:40:34.978
the attention-getting engine.

00:40:35.639 --> 00:40:38.262
Wendy's understands attention.

00:40:38.882 --> 00:40:40.003
If you disagree,

00:40:40.103 --> 00:40:41.545
I will fight you in the comments all

00:40:41.565 --> 00:40:42.025
day long.

00:40:42.425 --> 00:40:43.726
Whether you like them or not,

00:40:44.306 --> 00:40:45.447
let you know about them.

00:40:45.628 --> 00:40:48.811
They have decided that in order,

00:40:49.552 --> 00:40:51.112
you knowing about them is number one,

00:40:51.353 --> 00:40:52.934
you liking them is number two.

00:40:52.974 --> 00:40:53.594
Yep.

00:40:53.735 --> 00:40:55.135
I ain't going to make you like me.

00:40:55.255 --> 00:40:56.577
If you don't like square burgers and

00:40:56.617 --> 00:40:58.018
Frosties, you're going to hate us.

00:40:58.579 --> 00:40:58.920
Great.

00:40:59.039 --> 00:40:59.360
Got it.

00:41:00.753 --> 00:41:03.759
So this came from Ad Age covering a

00:41:03.818 --> 00:41:04.659
Wendy's campaign.

00:41:04.699 --> 00:41:06.021
And I did see this,

00:41:06.061 --> 00:41:08.606
but sort of like didn't look into it.

00:41:09.606 --> 00:41:11.791
But they launched a campaign offering a

00:41:11.911 --> 00:41:12.351
job.

00:41:12.552 --> 00:41:15.056
Okay, we're not talking about burgers,

00:41:15.096 --> 00:41:16.097
fries, or Frosties.

00:41:16.922 --> 00:41:19.782
They offered a hundred thousand dollar a

00:41:19.802 --> 00:41:23.643
year job called chief tasting officer.

00:41:23.983 --> 00:41:25.083
This is so smart.

00:41:25.103 --> 00:41:26.525
It is.

00:41:26.644 --> 00:41:27.885
And I have a spin already.

00:41:28.164 --> 00:41:29.344
I have a spin and people are already

00:41:29.405 --> 00:41:30.264
fighting me on Facebook.

00:41:30.284 --> 00:41:30.784
Cause I already,

00:41:30.905 --> 00:41:32.385
I sort of posted about it.

00:41:33.806 --> 00:41:34.766
Fans apply online.

00:41:35.166 --> 00:41:36.545
They create content for you.

00:41:36.865 --> 00:41:37.226
Stop.

00:41:37.405 --> 00:41:39.666
You've already won.

00:41:39.706 --> 00:41:41.126
People are not only talking about you.

00:41:41.166 --> 00:41:42.927
They're talking about you in public.

00:41:43.568 --> 00:41:44.547
So other people can see it.

00:41:44.847 --> 00:41:45.987
Wendy's wins already.

00:41:47.556 --> 00:41:49.277
The internet just exploded.

00:41:49.538 --> 00:41:50.518
So they create content.

00:41:50.538 --> 00:41:51.717
They talk about Wendy's online.

00:41:51.777 --> 00:41:52.699
The internet went wild.

00:41:52.759 --> 00:41:53.039
Why?

00:41:53.079 --> 00:41:54.958
Because Wendy's understands something

00:41:55.039 --> 00:41:57.039
healthcare often just skips in the

00:41:57.059 --> 00:41:59.280
meeting, which is attention isn't bought.

00:41:59.539 --> 00:42:00.501
You can buy ads.

00:42:01.021 --> 00:42:02.141
That doesn't mean you're buying attention.

00:42:02.460 --> 00:42:04.021
That means you lit money on fire and

00:42:04.061 --> 00:42:05.101
maybe it worked and maybe it didn't.

00:42:05.141 --> 00:42:06.081
I'm not saying ads are bad,

00:42:06.481 --> 00:42:09.202
but attention needs to be put in them.

00:42:09.302 --> 00:42:11.304
A torpedo with the wrong type of whatever

00:42:11.344 --> 00:42:12.244
in it, it's a bad torpedo.

00:42:12.844 --> 00:42:14.525
An ad with wrong creative, bad ad.

00:42:15.739 --> 00:42:16.940
They didn't promote burgers in this

00:42:16.980 --> 00:42:17.420
campaign.

00:42:18.179 --> 00:42:19.721
Devious, kind of like a ricochet.

00:42:19.840 --> 00:42:20.260
I like it.

00:42:20.681 --> 00:42:23.161
They created a story people wanted to

00:42:23.222 --> 00:42:23.862
participate in.

00:42:24.503 --> 00:42:26.744
Participation beats promotion.

00:42:27.204 --> 00:42:28.384
You can also do this wrong and we'll

00:42:28.403 --> 00:42:28.885
get into that.

00:42:29.224 --> 00:42:30.764
Healthcare marketing usually talks at

00:42:30.804 --> 00:42:31.166
people.

00:42:31.385 --> 00:42:33.425
Brands winning today invite people into

00:42:33.487 --> 00:42:34.146
the story.

00:42:34.447 --> 00:42:36.027
Wendy's held the door open and said,

00:42:36.068 --> 00:42:36.847
do you want this job?

00:42:38.447 --> 00:42:40.268
So when clinics share real patient

00:42:40.309 --> 00:42:41.610
journeys, community impact,

00:42:41.650 --> 00:42:42.731
recovery stories,

00:42:43.092 --> 00:42:44.715
notice none of those said evidence-based

00:42:44.795 --> 00:42:46.257
or anything about your letters after your

00:42:46.277 --> 00:42:47.918
name, just about the audience,

00:42:48.478 --> 00:42:50.521
marketing suddenly works a lot better.

00:42:51.490 --> 00:42:53.652
so here's how you can do this poorly

00:42:53.813 --> 00:42:55.355
and i see this pop up every once

00:42:55.375 --> 00:42:57.958
in a while where a local news outlet

00:42:58.338 --> 00:43:00.601
will do their awards their superlatives

00:43:00.960 --> 00:43:04.125
best pizza place best pt clinic and you

00:43:04.164 --> 00:43:06.286
go online and you share it and you're

00:43:06.306 --> 00:43:08.670
like hey click on this to vote for

00:43:08.750 --> 00:43:09.971
us for best pt clinic

00:43:10.692 --> 00:43:11.331
in the area.

00:43:11.371 --> 00:43:13.952
And I'm like, that doesn't feel good.

00:43:13.992 --> 00:43:15.034
This goes back to what we're talking about

00:43:15.074 --> 00:43:15.853
earlier, which is like,

00:43:16.393 --> 00:43:18.875
this is you asking me to brag about

00:43:18.914 --> 00:43:19.215
you.

00:43:19.355 --> 00:43:20.896
This isn't you asking me if I had

00:43:20.916 --> 00:43:21.456
a good experience.

00:43:21.576 --> 00:43:22.396
Do you see the difference?

00:43:22.416 --> 00:43:23.356
Exactly.

00:43:23.396 --> 00:43:23.697
Wait a minute.

00:43:23.717 --> 00:43:24.677
You guys are talking out of both sides

00:43:24.697 --> 00:43:25.057
of your mouth.

00:43:25.097 --> 00:43:26.717
You said public reviews.

00:43:27.679 --> 00:43:28.099
Yes.

00:43:28.318 --> 00:43:31.599
How you ask about it is wildly important

00:43:31.619 --> 00:43:32.340
in the process.

00:43:32.420 --> 00:43:33.300
Can you brag about us?

00:43:33.641 --> 00:43:34.101
Vote for me.

00:43:34.661 --> 00:43:34.961
Why?

00:43:35.942 --> 00:43:36.282
Why?

00:43:36.722 --> 00:43:37.202
Why?

00:43:37.222 --> 00:43:37.822
Did you ask me...

00:43:39.422 --> 00:43:40.983
If you had a great experience,

00:43:41.324 --> 00:43:43.844
would you be so kind as to let

00:43:43.864 --> 00:43:46.465
people know so we can win this contest?

00:43:47.106 --> 00:43:47.485
But also,

00:43:47.626 --> 00:43:48.427
I don't want to help you win the

00:43:48.467 --> 00:43:48.867
contest.

00:43:49.226 --> 00:43:50.947
I want to tell people about you because

00:43:50.967 --> 00:43:51.708
I had a great experience.

00:43:52.027 --> 00:43:52.648
Two different things.

00:43:52.929 --> 00:43:54.489
So Wendy's had this job thing.

00:43:54.630 --> 00:43:56.269
What are your thoughts on Wendy's,

00:43:56.309 --> 00:43:57.891
the chief tasting officer?

00:43:58.775 --> 00:44:00.215
I think it's so brilliant.

00:44:01.295 --> 00:44:03.237
So I started writing a post about Wendy's

00:44:03.277 --> 00:44:05.237
the other day because their social media

00:44:05.336 --> 00:44:08.018
team needs a raise.

00:44:09.398 --> 00:44:11.278
They understood the assignment over and

00:44:11.338 --> 00:44:11.679
over again.

00:44:11.719 --> 00:44:12.719
They understand the assignment.

00:44:12.780 --> 00:44:14.539
And I started to write about this and

00:44:14.579 --> 00:44:15.340
get sidetracked.

00:44:15.501 --> 00:44:17.541
And it was so I think this is

00:44:17.561 --> 00:44:18.842
potentially in response to.

00:44:19.822 --> 00:44:25.224
um mcdonald's ceo oh yeah so someone in

00:44:25.284 --> 00:44:27.664
marketing goes hey like we need to record

00:44:27.704 --> 00:44:29.985
you mcdonald's ceo taking a bite and

00:44:30.045 --> 00:44:32.266
saying our burger is good or whatever and

00:44:32.306 --> 00:44:34.407
so then wendy just goes on to their

00:44:34.467 --> 00:44:36.887
social on onto mcdonald's social media and

00:44:36.947 --> 00:44:39.449
is just like roasting them and and making

00:44:39.489 --> 00:44:41.989
fun of them um and it's so great

00:44:42.050 --> 00:44:43.449
and this is sort of in response i

00:44:43.489 --> 00:44:45.710
think maybe it's i don't know some like

00:44:45.751 --> 00:44:47.291
the timing lines up so

00:44:48.112 --> 00:44:50.434
this is just brilliant to go, Hey,

00:44:50.454 --> 00:44:50.775
wait a minute.

00:44:50.795 --> 00:44:51.876
We're going to put out this job.

00:44:51.916 --> 00:44:54.179
You just have to like taste our food

00:44:54.280 --> 00:44:56.222
and then create some content and we'll pay

00:44:56.242 --> 00:44:56.663
you a hundred.

00:44:56.722 --> 00:44:58.686
Like here's the website.

00:44:59.065 --> 00:45:00.447
How many people are talking about this

00:45:00.507 --> 00:45:00.648
now?

00:45:01.175 --> 00:45:02.775
Us on a show that doesn't have anything

00:45:02.795 --> 00:45:04.235
to do with fast food,

00:45:04.255 --> 00:45:05.536
but does suddenly because it's about

00:45:05.556 --> 00:45:05.936
attention.

00:45:06.416 --> 00:45:07.277
I'm on the website now.

00:45:07.336 --> 00:45:08.376
So if you're watching a live stream,

00:45:08.396 --> 00:45:08.936
you can see it.

00:45:08.976 --> 00:45:10.318
But landing page,

00:45:10.838 --> 00:45:12.577
Wendy's chief tasting officer about the

00:45:12.597 --> 00:45:12.818
role.

00:45:13.137 --> 00:45:15.338
Title, chief tasting officer, company,

00:45:15.458 --> 00:45:15.858
Wendy's.

00:45:16.298 --> 00:45:17.340
I love the fact that they bring it

00:45:17.380 --> 00:45:18.360
into in parentheses.

00:45:18.500 --> 00:45:19.360
Yes, that Wendy's.

00:45:19.420 --> 00:45:20.500
Like they're bringing in a little bit of

00:45:20.519 --> 00:45:22.101
their sass, which they're known for.

00:45:22.280 --> 00:45:23.621
Pay, one hundred grand.

00:45:24.061 --> 00:45:25.942
Job type, dream, location, remote.

00:45:26.081 --> 00:45:27.322
Keep talking, travel, light,

00:45:27.643 --> 00:45:28.762
mostly to your local Wendy's.

00:45:31.324 --> 00:45:31.664
And or your couch.

00:45:31.684 --> 00:45:32.244
And or your couch.

00:45:32.266 --> 00:45:33.246
A little sass in there again.

00:45:33.467 --> 00:45:34.286
Required credentials.

00:45:34.367 --> 00:45:35.108
A human mouth.

00:45:35.588 --> 00:45:36.068
A pulse.

00:45:36.389 --> 00:45:36.889
Opinions.

00:45:37.210 --> 00:45:37.769
Creativity.

00:45:38.070 --> 00:45:38.451
Taste.

00:45:39.150 --> 00:45:40.092
Like, is this real?

00:45:40.371 --> 00:45:40.773
Yes.

00:45:40.853 --> 00:45:41.994
And then they give an explanation.

00:45:42.134 --> 00:45:43.715
Wendy's is hiring a chief tasting officer.

00:45:43.976 --> 00:45:45.217
You'll help bring the vibes, taste,

00:45:45.237 --> 00:45:46.757
and creativity to the company in ways no

00:45:46.777 --> 00:45:47.237
one else can.

00:45:48.119 --> 00:45:49.300
It's got a benefits section.

00:45:49.619 --> 00:45:51.141
It's sort of like reiterating over and

00:45:51.161 --> 00:45:51.661
over and over again.

00:45:51.742 --> 00:45:54.744
And now, how to apply.

00:45:54.764 --> 00:45:56.806
Upload a video showing us why your...

00:45:58.518 --> 00:45:59.619
Perfect for this position.

00:45:59.880 --> 00:46:01.601
I pause there for dramatic effect because

00:46:01.920 --> 00:46:04.523
this application and this campaign is

00:46:04.563 --> 00:46:08.184
about you first, dot, dot, dot, dot, dot,

00:46:08.284 --> 00:46:10.266
dot, dot, dot, then Wendy's.

00:46:10.565 --> 00:46:11.527
That's why it's brilliant.

00:46:11.606 --> 00:46:13.608
It's about you, the person reading this,

00:46:13.947 --> 00:46:15.548
then dot, dot, dot, dot, dot, dot, dot,

00:46:15.588 --> 00:46:16.710
dot, about Wendy's.

00:46:17.750 --> 00:46:19.010
They could have screwed this up if they

00:46:19.110 --> 00:46:19.269
said,

00:46:20.030 --> 00:46:23.271
make a Wendy's commercial telling us why

00:46:23.331 --> 00:46:24.052
Wendy's is great.

00:46:24.411 --> 00:46:24.911
Exactly.

00:46:25.152 --> 00:46:26.311
You would have screwed up.

00:46:26.731 --> 00:46:28.773
That's where the CEO could have pooched

00:46:28.813 --> 00:46:30.592
this.

00:46:30.612 --> 00:46:31.072
Big time.

00:46:31.132 --> 00:46:32.673
Because where's the CTA?

00:46:32.693 --> 00:46:33.514
Where's the ROI?

00:46:33.713 --> 00:46:37.215
The ROI is the amount of eyeballs that

00:46:37.235 --> 00:46:37.655
you're getting.

00:46:37.974 --> 00:46:39.034
So I'll put a video showing us why

00:46:39.054 --> 00:46:40.414
you're perfect for this position and bonus

00:46:40.434 --> 00:46:41.596
points if you show Wendy's branding

00:46:41.635 --> 00:46:42.536
products, food, or restaurant.

00:46:42.755 --> 00:46:43.235
Oh, so like...

00:46:44.280 --> 00:46:44.701
Subliminally.

00:46:45.141 --> 00:46:45.501
Can you?

00:46:45.641 --> 00:46:45.822
Sure.

00:46:45.842 --> 00:46:46.302
Do you have to?

00:46:46.443 --> 00:46:46.802
No rules.

00:46:46.983 --> 00:46:47.523
Just make a video.

00:46:47.563 --> 00:46:48.983
Why you're perfect.

00:46:49.244 --> 00:46:50.184
But it's giving you a hint.

00:46:50.385 --> 00:46:50.505
Hey,

00:46:50.545 --> 00:46:52.987
if you're like recreating but making funny

00:46:53.007 --> 00:46:54.367
the Big Arch McDonald's guy,

00:46:54.708 --> 00:46:57.210
we're going to find that funny.

00:46:57.250 --> 00:46:58.570
But you're eating one of our burgers.

00:46:59.391 --> 00:47:00.472
Were you the first person to dip a

00:47:00.492 --> 00:47:01.353
fry into a Frosty?

00:47:01.393 --> 00:47:02.534
Are you the coolest person in the friend

00:47:02.554 --> 00:47:02.753
group?

00:47:02.873 --> 00:47:04.355
Have you rizzed up an entire room of

00:47:04.434 --> 00:47:05.615
suits and lived to tell the tale?

00:47:05.655 --> 00:47:05.996
Tell us.

00:47:06.317 --> 00:47:08.438
Show us your tasting skills and you could

00:47:08.478 --> 00:47:10.760
become our chief tasting officer and then

00:47:10.920 --> 00:47:12.001
where you can upload the video.

00:47:15.528 --> 00:47:17.170
I cannot wait to see the results of

00:47:17.210 --> 00:47:19.271
this because this happened relatively

00:47:19.952 --> 00:47:20.411
recently.

00:47:20.472 --> 00:47:22.434
This happened just in the last week.

00:47:23.193 --> 00:47:25.516
I cannot wait to see the results of

00:47:25.556 --> 00:47:25.695
this.

00:47:25.715 --> 00:47:26.536
So good.

00:47:26.576 --> 00:47:27.456
So smart.

00:47:27.556 --> 00:47:29.038
And you're going to see it for however

00:47:29.097 --> 00:47:30.438
long that page is up because someone's

00:47:30.458 --> 00:47:30.679
going...

00:47:31.976 --> 00:47:33.057
Yeah, I'm making videos anyway.

00:47:33.177 --> 00:47:34.079
Why not jump on the train?

00:47:34.119 --> 00:47:35.619
Because even if I just want to be

00:47:35.679 --> 00:47:37.262
seen or Wendy's is going to share the

00:47:37.302 --> 00:47:38.342
funny ones, I can be funny.

00:47:38.722 --> 00:47:42.346
This campaign is brilliant.

00:47:42.525 --> 00:47:43.427
It's brilliant.

00:47:43.467 --> 00:47:44.126
It's brilliant.

00:47:44.268 --> 00:47:45.528
And so, of course,

00:47:45.568 --> 00:47:47.791
there's not compliance in Wendy's.

00:47:47.931 --> 00:47:48.911
Yeah, yeah, yeah.

00:47:48.952 --> 00:47:49.331
Got it.

00:47:49.692 --> 00:47:52.153
But it is so smart.

00:47:53.074 --> 00:47:55.958
And if healthcare just took like...

00:47:56.197 --> 00:47:56.858
Five percent of this.

00:47:56.918 --> 00:47:57.838
Five percent of this.

00:47:59.059 --> 00:48:00.782
five percent and went wait a minute what's

00:48:00.822 --> 00:48:02.163
a thing and it doesn't have to like

00:48:02.182 --> 00:48:03.744
you don't have to try too hard right

00:48:03.804 --> 00:48:05.425
like short form video like right people

00:48:05.445 --> 00:48:06.385
are just like hey man make a video

00:48:08.407 --> 00:48:10.489
but then consistently like have your brand

00:48:10.568 --> 00:48:13.630
be approachable and like right like so

00:48:14.371 --> 00:48:16.432
people people know this is Wendy's like

00:48:16.472 --> 00:48:19.034
this is what Wendy's does so I went

00:48:19.074 --> 00:48:21.898
online and I said so I'm sort of

00:48:21.938 --> 00:48:23.778
like being subverse I didn't go online

00:48:23.818 --> 00:48:25.599
saying Wendy's is doing this how would you

00:48:25.619 --> 00:48:26.981
do this I went online and said

00:48:27.972 --> 00:48:31.253
how many new patients would you need at

00:48:31.293 --> 00:48:34.795
your clinic to justify paying and i said

00:48:34.835 --> 00:48:36.974
paying a marketing agency a hundred

00:48:37.014 --> 00:48:40.297
thousand dollars and the conversation has

00:48:40.356 --> 00:48:44.338
already devolved into that we would never

00:48:44.378 --> 00:48:46.219
do that you would never would never do

00:48:46.259 --> 00:48:48.119
that that's insane because they can't

00:48:48.159 --> 00:48:48.500
deliver

00:48:52.199 --> 00:48:53.420
I need to get it on this combo.

00:48:53.500 --> 00:48:55.260
I've been away.

00:48:55.500 --> 00:48:57.181
Bat shittery is a real level of

00:48:57.460 --> 00:48:58.101
tomfoolery.

00:48:58.222 --> 00:48:59.641
Tomfoolery is very mild.

00:48:59.782 --> 00:49:02.123
Bat shittery is.

00:49:02.163 --> 00:49:03.364
The idea being,

00:49:04.503 --> 00:49:07.264
what if you took this campaign to your

00:49:07.304 --> 00:49:10.126
patients and you just said, hey,

00:49:10.186 --> 00:49:11.047
we need a chief.

00:49:11.967 --> 00:49:13.527
What's a funny, what's a fun,

00:49:13.588 --> 00:49:16.108
what's the chief tasting officer idea?

00:49:16.545 --> 00:49:20.307
version for a clinic patient experience,

00:49:20.347 --> 00:49:21.610
patient liaison.

00:49:21.909 --> 00:49:23.371
You got to make it sort of sound

00:49:23.391 --> 00:49:24.152
like a job,

00:49:24.751 --> 00:49:26.873
but have a little salt twist,

00:49:27.474 --> 00:49:29.016
like chief patient.

00:49:29.396 --> 00:49:30.597
We'll figure that out.

00:49:31.597 --> 00:49:33.780
But the idea being I'm a real patient,

00:49:34.061 --> 00:49:35.922
just like Wendy's, I'm a real customer.

00:49:36.762 --> 00:49:38.724
And this is why I'm perfect.

00:49:38.885 --> 00:49:41.706
You're pitching yourself to the clinic to

00:49:41.766 --> 00:49:42.447
say, Hey,

00:49:43.492 --> 00:49:45.777
I will help you create the media because

00:49:45.797 --> 00:49:46.617
you're bad at it.

00:49:46.737 --> 00:49:47.498
I'm a real patient.

00:49:47.599 --> 00:49:49.282
I know what I was looking for before

00:49:49.322 --> 00:49:49.862
I got here.

00:49:50.623 --> 00:49:51.684
This is why you're going to pay me

00:49:51.724 --> 00:49:52.626
a hundred grand.

00:49:53.146 --> 00:49:55.110
And then my job is going to be

00:49:55.251 --> 00:49:56.291
for the next three hundred sixty five

00:49:56.311 --> 00:49:56.572
days.

00:49:57.152 --> 00:49:58.474
Tell people about you.

00:49:58.916 --> 00:50:00.637
And they'll believe me.

00:50:00.657 --> 00:50:02.800
This is the modern day Jared from Subway.

00:50:03.221 --> 00:50:04.282
Correct.

00:50:04.541 --> 00:50:05.402
On social media.

00:50:05.543 --> 00:50:07.826
Jared lost a bunch of weight or something.

00:50:08.106 --> 00:50:09.668
You have to re-explain that because I

00:50:09.688 --> 00:50:11.489
think a large percentage of the audience

00:50:11.670 --> 00:50:13.291
has aged out of Jared from Subway.

00:50:15.074 --> 00:50:16.213
So, so Jared, this guy,

00:50:16.253 --> 00:50:19.155
Jared ate Subway for a period of time,

00:50:19.195 --> 00:50:21.318
like every day and lost a whole bunch

00:50:21.358 --> 00:50:21.717
of weight.

00:50:21.757 --> 00:50:22.518
That's the short of it.

00:50:22.998 --> 00:50:24.360
And so Subway hired him.

00:50:24.400 --> 00:50:26.681
This was like pre real social media.

00:50:26.920 --> 00:50:28.161
Uh,

00:50:28.181 --> 00:50:29.483
Subway hired him and he was on every

00:50:29.523 --> 00:50:31.284
commercial talking about like how great

00:50:31.324 --> 00:50:35.806
Subway is and the whole thing.

00:50:36.146 --> 00:50:36.407
Um,

00:50:36.688 --> 00:50:38.208
and so he was their spokesperson

00:50:38.248 --> 00:50:38.628
essentially,

00:50:38.668 --> 00:50:40.489
but this was like user generated content.

00:50:40.510 --> 00:50:41.851
They just had to pay him for this.

00:50:42.096 --> 00:50:43.838
It was user-generated content in an era

00:50:43.858 --> 00:50:46.541
where there was no user-generated content.

00:50:46.561 --> 00:50:47.882
It was user-featured content.

00:50:47.902 --> 00:50:49.384
They could have, I don't know, Andrea,

00:50:49.523 --> 00:50:50.304
they could have talked about the

00:50:50.344 --> 00:50:51.166
evidence-based turkey.

00:50:52.447 --> 00:50:55.831
Turkey's not evidence-based.

00:50:55.891 --> 00:50:57.972
Something about Subway in France or

00:50:58.012 --> 00:50:58.353
something,

00:50:58.534 --> 00:51:00.335
they can't call the Subway stuff,

00:51:00.355 --> 00:51:01.416
they can't call it bread.

00:51:02.788 --> 00:51:04.369
Is it like a bread-like product or

00:51:04.409 --> 00:51:04.690
something?

00:51:04.911 --> 00:51:06.492
Because the sugar content or something is

00:51:06.532 --> 00:51:06.952
so high.

00:51:07.092 --> 00:51:07.773
I don't know.

00:51:08.235 --> 00:51:09.815
But anyway, yeah, the idea being,

00:51:10.516 --> 00:51:11.597
who do we want to get people to

00:51:11.659 --> 00:51:12.579
eat this more of and what do we

00:51:12.599 --> 00:51:13.260
want them to know?

00:51:13.561 --> 00:51:15.443
The idea was it's convenient and it's good

00:51:15.483 --> 00:51:15.802
for you.

00:51:15.923 --> 00:51:17.806
And look, this guy went from being really,

00:51:17.826 --> 00:51:19.246
really big to skinny.

00:51:19.487 --> 00:51:20.409
And now he's Jared from Subway.

00:51:20.871 --> 00:51:21.010
Right.

00:51:21.070 --> 00:51:22.632
He started from Subway and we can do

00:51:22.652 --> 00:51:23.293
this in healthcare.

00:51:23.393 --> 00:51:24.773
Like we can really do this.

00:51:24.833 --> 00:51:27.474
So find someone who has something that

00:51:27.494 --> 00:51:28.635
they're willing to talk about.

00:51:28.675 --> 00:51:30.137
It's not a sensitive thing, right?

00:51:30.177 --> 00:51:31.317
Like they've signed off and,

00:51:31.918 --> 00:51:32.458
and it's all good.

00:51:32.577 --> 00:51:33.878
And they talk about it and they're not

00:51:33.918 --> 00:51:37.121
promoting your clinic necessarily.

00:51:37.141 --> 00:51:38.262
Like they're just talking about their

00:51:38.302 --> 00:51:38.802
experience.

00:51:39.021 --> 00:51:42.503
And their lack of savvy in creating media

00:51:42.704 --> 00:51:44.985
is actually a strength.

00:51:45.226 --> 00:51:45.465
It is.

00:51:46.356 --> 00:51:48.797
Because now it looks like Susie from

00:51:49.778 --> 00:51:51.958
Middletown made the thing.

00:51:52.059 --> 00:51:52.719
Hey, I'm Susie.

00:51:53.400 --> 00:51:54.280
I wasn't able to walk.

00:51:54.981 --> 00:51:55.760
And now look at me go.

00:51:56.380 --> 00:51:57.481
Follow me for more fun tips.

00:51:57.601 --> 00:51:59.262
Like you could have so much fun with

00:51:59.302 --> 00:51:59.503
this.

00:52:01.534 --> 00:52:03.335
Not to pat myself on the back,

00:52:03.594 --> 00:52:05.876
but I did this fifteen years ago in

00:52:05.916 --> 00:52:06.257
radio.

00:52:06.817 --> 00:52:07.657
Here was the rub.

00:52:07.677 --> 00:52:08.878
There needs to be a problem, right?

00:52:08.978 --> 00:52:10.159
Or something to react to.

00:52:10.639 --> 00:52:14.481
So I was given free ads in a

00:52:14.521 --> 00:52:16.222
local weekly entertainment newspaper.

00:52:16.262 --> 00:52:17.583
We had a good relationship with the local

00:52:17.623 --> 00:52:18.043
newspaper.

00:52:18.742 --> 00:52:19.963
Whenever they wanted to promote something,

00:52:19.983 --> 00:52:20.804
they would come on the radio.

00:52:21.184 --> 00:52:22.065
Symbiotic relationship.

00:52:22.105 --> 00:52:23.545
So I'm sitting there one day.

00:52:24.766 --> 00:52:27.827
I have a centerfold color article,

00:52:28.288 --> 00:52:29.648
full page, that I get to use.

00:52:31.248 --> 00:52:33.110
And I think I pitched back to them.

00:52:33.251 --> 00:52:34.311
I'm like, I need six.

00:52:34.371 --> 00:52:35.472
And they're like, six?

00:52:35.652 --> 00:52:36.014
And I'm like,

00:52:36.193 --> 00:52:37.574
I'm going to make this thing so big

00:52:38.876 --> 00:52:39.356
for the paper,

00:52:39.958 --> 00:52:41.179
six is going to be like a steal.

00:52:41.219 --> 00:52:42.018
I'm like, what do you got?

00:52:42.079 --> 00:52:43.181
I go, here's my problem.

00:52:44.181 --> 00:52:47.063
I need to hire more part-time DJs.

00:52:47.103 --> 00:52:47.304
But...

00:52:48.208 --> 00:52:48.929
I want to make it fun.

00:52:49.768 --> 00:52:51.331
So like, okay, now we lucked out.

00:52:51.451 --> 00:52:53.572
We called our weekend DJs, very creative,

00:52:53.972 --> 00:52:54.393
weekenders.

00:52:56.275 --> 00:52:57.096
Because they work on the weekends.

00:52:57.135 --> 00:52:59.137
Do you see what I'm saying?

00:52:59.557 --> 00:52:59.958
I can see that.

00:52:59.978 --> 00:53:00.559
It's a radio term.

00:53:00.579 --> 00:53:01.559
I don't want to talk over your head,

00:53:01.579 --> 00:53:02.740
but it's weekenders because they work on

00:53:02.760 --> 00:53:03.101
the weekends.

00:53:03.902 --> 00:53:06.405
And the newspaper was called The

00:53:06.425 --> 00:53:06.804
Weekender.

00:53:07.626 --> 00:53:07.746
Cool.

00:53:08.307 --> 00:53:08.527
Good.

00:53:08.708 --> 00:53:09.007
So I'm like,

00:53:09.027 --> 00:53:10.528
we already have name alignment.

00:53:10.889 --> 00:53:12.710
So the campaign was,

00:53:12.849 --> 00:53:15.251
we're looking for our next weekender.

00:53:15.271 --> 00:53:16.490
Do you want to be our next weekender?

00:53:17.552 --> 00:53:21.472
I published the full-page ad was a job

00:53:21.552 --> 00:53:23.634
ad with a script.

00:53:23.914 --> 00:53:24.335
Like, hey,

00:53:24.574 --> 00:53:26.255
do you want a job working at the

00:53:26.355 --> 00:53:27.835
fourth best radio station in Northeast

00:53:27.856 --> 00:53:29.336
Pennsylvania?

00:53:29.896 --> 00:53:31.557
We then poked fun at ourselves.

00:53:32.077 --> 00:53:34.099
Do you want to make state minimum wage?

00:53:35.079 --> 00:53:36.800
Do you want to work nights, weekends,

00:53:36.820 --> 00:53:37.280
and holidays?

00:53:39.072 --> 00:53:41.235
Do you want to be the seventeenth in

00:53:41.275 --> 00:53:43.496
line for Nickelback tickets when the radio

00:53:43.516 --> 00:53:44.097
station gets them?

00:53:44.797 --> 00:53:48.079
Do you want to get CDs from three

00:53:48.119 --> 00:53:48.519
years ago?

00:53:49.139 --> 00:53:50.260
Then you're in luck.

00:53:50.300 --> 00:53:50.942
So number one,

00:53:51.442 --> 00:53:53.704
we had to show that we were poking

00:53:53.724 --> 00:53:54.324
fun at ourselves.

00:53:54.565 --> 00:53:54.864
Check.

00:53:55.704 --> 00:53:56.865
Then we posted a script.

00:53:57.746 --> 00:53:57.847
Well,

00:53:57.887 --> 00:53:59.128
if you're still reading and you want this

00:53:59.168 --> 00:54:02.170
job, record yourself reading this script.

00:54:02.811 --> 00:54:03.751
And it was like Mad Libs.

00:54:03.811 --> 00:54:05.853
It was like, hey, I'm blank from blank,

00:54:05.873 --> 00:54:07.434
and I'd be the perfect blank for blank.

00:54:07.653 --> 00:54:08.474
We made it funny.

00:54:09.800 --> 00:54:10.641
And for radio people,

00:54:10.661 --> 00:54:12.001
we got a bunch of audio.

00:54:12.581 --> 00:54:14.382
Now the campaign moves on the air.

00:54:14.442 --> 00:54:15.643
Now you're to The Weekender,

00:54:15.682 --> 00:54:16.362
the newspaper.

00:54:16.802 --> 00:54:19.163
Their visual campaign is now audio.

00:54:19.244 --> 00:54:20.543
And they're playing with each other.

00:54:21.043 --> 00:54:23.264
And people now go, hey, my buddy's thing.

00:54:23.565 --> 00:54:24.445
And I would tease it up.

00:54:24.525 --> 00:54:26.885
I'm going to play two of them at

00:54:26.905 --> 00:54:27.865
the top of every hour.

00:54:27.905 --> 00:54:29.146
So get your suggestion in.

00:54:29.505 --> 00:54:30.746
And it closes next week.

00:54:30.766 --> 00:54:32.447
So there was scarcity, time.

00:54:33.887 --> 00:54:36.311
and interact and then of course I called

00:54:36.351 --> 00:54:37.795
friends at other radio stations around the

00:54:37.815 --> 00:54:39.577
country and I'm like do a crazy version

00:54:39.657 --> 00:54:41.681
of what would the crazy lady from your

00:54:41.701 --> 00:54:43.804
town and then we had crazy versions of

00:54:43.844 --> 00:54:44.005
them

00:54:44.556 --> 00:54:45.376
Like, whoa.

00:54:45.498 --> 00:54:46.677
And then I was like, I don't know.

00:54:47.057 --> 00:54:47.338
Vote.

00:54:47.778 --> 00:54:49.179
Text this to this to tell us who

00:54:49.199 --> 00:54:49.519
you think.

00:54:49.860 --> 00:54:51.141
And then next phase,

00:54:51.621 --> 00:54:53.121
we took the top ten or whatever,

00:54:53.202 --> 00:54:54.382
and I brought them on the air with

00:54:54.422 --> 00:54:55.342
me for an hour,

00:54:55.643 --> 00:54:56.903
and they got to host my show for

00:54:56.943 --> 00:54:57.503
an hour.

00:54:57.943 --> 00:54:59.105
And then people voted.

00:54:59.425 --> 00:55:00.304
And then da-da-da-da-da.

00:55:00.344 --> 00:55:01.465
And now we're making videos.

00:55:01.766 --> 00:55:04.487
So video, text, air, paper, print,

00:55:04.568 --> 00:55:06.829
da-da-da.

00:55:06.889 --> 00:55:08.610
It was the reality show on the radio.

00:55:09.914 --> 00:55:11.416
And we didn't hire one person out of

00:55:11.436 --> 00:55:11.556
that.

00:55:11.755 --> 00:55:13.597
I hired like four because I found four

00:55:13.617 --> 00:55:14.436
good people.

00:55:14.757 --> 00:55:15.818
And now people were like, oh,

00:55:15.838 --> 00:55:16.338
that's great.

00:55:16.378 --> 00:55:17.458
I wanted that girl to win.

00:55:17.619 --> 00:55:18.619
I wanted that guy to win.

00:55:19.460 --> 00:55:21.019
Can you do that with your patients?

00:55:21.760 --> 00:55:21.940
Guys,

00:55:21.981 --> 00:55:24.521
we're different than medical doctors.

00:55:25.141 --> 00:55:25.902
You know that, right?

00:55:26.063 --> 00:55:26.242
Like,

00:55:26.382 --> 00:55:27.623
I don't know if we would do this

00:55:27.704 --> 00:55:28.943
if I was if I was a medical

00:55:29.043 --> 00:55:30.505
doctor practice.

00:55:30.764 --> 00:55:31.585
Maybe I wouldn't do this.

00:55:33.306 --> 00:55:34.007
This feels P.T.,

00:55:35.239 --> 00:55:36.380
And we're not leaning into that.

00:55:36.501 --> 00:55:37.621
We're leaning away from that.

00:55:37.842 --> 00:55:39.143
And I need you to stop doing that.

00:55:39.603 --> 00:55:40.846
And I think your bank account and your

00:55:40.865 --> 00:55:42.126
patients and your local community would

00:55:42.146 --> 00:55:42.907
appreciate if you did.

00:55:43.007 --> 00:55:45.010
So that was our weekender promotion.

00:55:45.210 --> 00:55:48.173
And we did it after that every year,

00:55:49.456 --> 00:55:50.115
every year.

00:55:50.297 --> 00:55:51.557
And people looked forward to it.

00:55:51.597 --> 00:55:52.099
People were like,

00:55:52.139 --> 00:55:53.179
how do I get the job?

00:55:53.239 --> 00:55:53.880
And I'm like, well,

00:55:54.385 --> 00:55:55.385
And here's what I had to give up.

00:55:55.405 --> 00:55:56.146
I had to turn to my boss and

00:55:56.166 --> 00:55:56.367
be like,

00:55:56.567 --> 00:55:58.367
we're going to onboard three people and

00:55:58.407 --> 00:55:59.708
pay them state minimum wage.

00:56:00.628 --> 00:56:01.648
Because my boss was always big.

00:56:01.668 --> 00:56:02.768
He's like, Jimmy, where's your bench?

00:56:03.309 --> 00:56:04.509
If two people quit, are you out?

00:56:04.528 --> 00:56:05.550
And I was like, that's a good point.

00:56:06.710 --> 00:56:07.489
You're always hiring.

00:56:07.690 --> 00:56:08.530
Always be hiring.

00:56:08.710 --> 00:56:09.590
And that was great.

00:56:09.690 --> 00:56:11.211
So I used a campaign to solve my

00:56:11.251 --> 00:56:11.592
problem.

00:56:11.851 --> 00:56:13.052
But I wasn't faking it.

00:56:13.072 --> 00:56:14.592
It was a real campaign.

00:56:14.972 --> 00:56:16.213
Wendy's is stealing that funder.

00:56:16.253 --> 00:56:17.474
My question is to you,

00:56:17.873 --> 00:56:18.793
how are you doing that?

00:56:19.494 --> 00:56:21.454
So, oh, Chief Recovery Officer.

00:56:22.967 --> 00:56:25.288
just came to me to be this chief

00:56:25.447 --> 00:56:26.628
recovery officer.

00:56:27.688 --> 00:56:28.369
Could you do that?

00:56:29.690 --> 00:56:30.110
I don't know.

00:56:30.371 --> 00:56:32.391
I feel like a clinic stealing that this

00:56:32.431 --> 00:56:34.052
takes effort because everybody out there

00:56:34.072 --> 00:56:34.353
is thinking,

00:56:34.373 --> 00:56:35.632
how am I going to operationalize that?

00:56:36.112 --> 00:56:37.653
I'm just telling you when your competition

00:56:37.713 --> 00:56:38.054
does it,

00:56:38.213 --> 00:56:39.114
they're going to beat you and you're going

00:56:39.135 --> 00:56:39.735
to be confused.

00:56:40.034 --> 00:56:41.315
And I mean, that's it, right?

00:56:41.416 --> 00:56:43.856
It's like a lot of things take effort,

00:56:43.996 --> 00:56:45.458
but then someone does it and then you

00:56:45.478 --> 00:56:45.998
can't do it.

00:56:46.038 --> 00:56:47.438
Like it doesn't, it's not cool.

00:56:48.034 --> 00:56:48.815
Well, that's why I said,

00:56:49.335 --> 00:56:50.755
and I'll get to my post after this,

00:56:50.795 --> 00:56:51.137
I'll share,

00:56:51.177 --> 00:56:52.237
I'll tag you in it or whatever.

00:56:52.297 --> 00:56:54.077
But I was like, how many referrals?

00:56:55.239 --> 00:56:56.199
So that's the ultimate thing.

00:56:56.518 --> 00:56:58.000
Wendy's is now, let's close the loop.

00:56:58.380 --> 00:57:00.400
Wendy's is now saying, number one,

00:57:00.621 --> 00:57:02.481
this competition, just us doing this,

00:57:03.202 --> 00:57:06.364
has already paid for itself in a hundred

00:57:06.384 --> 00:57:08.965
thousand dollars worth of attention.

00:57:08.985 --> 00:57:09.726
Can we just be very,

00:57:10.025 --> 00:57:11.007
are you in agreement on that?

00:57:12.010 --> 00:57:13.992
Before they ever hire their chief tasting

00:57:14.032 --> 00:57:14.452
officer.

00:57:14.652 --> 00:57:15.273
Absolutely.

00:57:17.074 --> 00:57:17.795
Multiple,

00:57:17.994 --> 00:57:19.876
multiple times what this chief tasting

00:57:19.916 --> 00:57:20.657
officer will pay.

00:57:21.177 --> 00:57:23.559
Now they get to take the victory lap

00:57:23.599 --> 00:57:23.818
and go,

00:57:23.880 --> 00:57:25.280
remember that job we were giving away?

00:57:25.601 --> 00:57:27.242
This is Karen from Iowa.

00:57:27.461 --> 00:57:29.003
She's our chief tasting officer.

00:57:29.704 --> 00:57:30.804
Even if they run with her for a

00:57:30.945 --> 00:57:31.284
month,

00:57:31.764 --> 00:57:33.065
they hand her a hundred grand and go,

00:57:33.306 --> 00:57:33.606
thanks.

00:57:34.186 --> 00:57:35.708
We win before it starts.

00:57:36.068 --> 00:57:36.248
Yep.

00:57:36.509 --> 00:57:38.190
How much content do they, I mean, it's,

00:57:39.355 --> 00:57:39.474
Karen,

00:57:39.494 --> 00:57:40.835
we're going to fly you to the headquarters

00:57:40.855 --> 00:57:42.835
and we're going to bang out fifty pieces

00:57:42.856 --> 00:57:44.215
of content in a weekend,

00:57:44.436 --> 00:57:45.255
give you a hundred grand.

00:57:45.516 --> 00:57:46.356
And if it goes well,

00:57:46.697 --> 00:57:48.956
we'll call you back in three months and

00:57:48.976 --> 00:57:49.458
we'll do it again.

00:57:49.538 --> 00:57:51.077
But you keep the hundred grand and we'll

00:57:51.097 --> 00:57:51.717
put you on the website.

00:57:51.818 --> 00:57:52.257
It'll be fun.

00:57:52.717 --> 00:57:54.639
And what is a hundred grand to Wendy's

00:57:54.659 --> 00:57:55.378
versus Karen?

00:57:56.119 --> 00:57:56.559
Correct.

00:57:56.878 --> 00:57:57.099
Now,

00:57:57.318 --> 00:57:58.980
that's why my question with the post was

00:57:59.420 --> 00:58:00.000
to a clinic.

00:58:01.039 --> 00:58:02.760
How many referrals would you need to

00:58:02.820 --> 00:58:03.340
generate

00:58:05.036 --> 00:58:08.259
justify hiring your chief tasting officer.

00:58:08.659 --> 00:58:10.420
And that's going to vary from setting,

00:58:10.500 --> 00:58:12.460
location, clinic size, blah, blah, blah,

00:58:12.481 --> 00:58:12.760
blah, blah.

00:58:13.041 --> 00:58:13.742
I understand that.

00:58:14.581 --> 00:58:15.182
I understand that.

00:58:15.242 --> 00:58:16.623
My job is just give you potential

00:58:16.664 --> 00:58:17.083
solutions.

00:58:17.463 --> 00:58:18.284
I make suggestions.

00:58:18.585 --> 00:58:19.525
Andrew makes suggestions.

00:58:19.644 --> 00:58:20.385
You make decisions.

00:58:20.786 --> 00:58:21.445
But my point is,

00:58:21.485 --> 00:58:22.867
this is a way that you could do

00:58:22.927 --> 00:58:23.628
it well.

00:58:24.467 --> 00:58:26.329
So I don't know.

00:58:26.889 --> 00:58:29.190
You would have to net enough...

00:58:30.461 --> 00:58:31.862
And you're going to decide whether this is

00:58:31.903 --> 00:58:32.844
worth it because then you still need to

00:58:32.903 --> 00:58:33.724
operationalize it.

00:58:33.784 --> 00:58:34.706
I'm not poo-pooing that.

00:58:34.726 --> 00:58:36.268
There is still some effort behind this.

00:58:37.148 --> 00:58:38.309
But if you could do this in your

00:58:38.369 --> 00:58:41.853
town, your community, and steal attention,

00:58:41.873 --> 00:58:43.715
I don't know.

00:58:43.815 --> 00:58:45.155
Do you think that would echo?

00:58:45.376 --> 00:58:45.615
Yes.

00:58:46.601 --> 00:58:47.762
Because it's not just how much an

00:58:47.862 --> 00:58:50.844
evaluation or a plan of care is going

00:58:50.864 --> 00:58:51.565
to bring in.

00:58:52.184 --> 00:58:52.965
It's LTV.

00:58:52.985 --> 00:58:54.106
It's lifetime value.

00:58:54.206 --> 00:58:54.806
Exactly.

00:58:55.327 --> 00:58:55.626
And I mean,

00:58:55.646 --> 00:58:57.889
I think that's just the last piece I'll

00:58:57.909 --> 00:59:00.951
say in the operationalize is you can keep

00:59:00.990 --> 00:59:03.492
doing things that don't cost a lot or

00:59:03.532 --> 00:59:05.094
don't have a lot of effort to

00:59:05.213 --> 00:59:08.096
operationalize but are not providing any

00:59:08.195 --> 00:59:08.556
return.

00:59:08.576 --> 00:59:09.237
There you go.

00:59:09.577 --> 00:59:11.360
Or you can put effort into a thing,

00:59:11.699 --> 00:59:12.481
whatever that thing is,

00:59:12.501 --> 00:59:13.262
doesn't have to be this thing,

00:59:13.362 --> 00:59:14.304
whatever that thing is,

00:59:15.125 --> 00:59:16.626
which means operationalizing it,

00:59:16.786 --> 00:59:17.989
maybe putting some dollars behind it,

00:59:18.048 --> 00:59:18.750
whatever, maybe not.

00:59:18.829 --> 00:59:19.710
I don't know.

00:59:19.771 --> 00:59:20.773
And actually getting some return.

00:59:21.193 --> 00:59:22.054
There's a threshold.

00:59:23.563 --> 00:59:24.043
Here's the thing.

00:59:24.244 --> 00:59:28.246
Everybody else is doing so little that you

00:59:28.286 --> 00:59:30.929
doing this would put you in the upper

00:59:31.449 --> 00:59:31.929
echelon.

00:59:32.409 --> 00:59:34.471
It would bat shit confuse people.

00:59:34.490 --> 00:59:36.952
They'd be like, what is this?

00:59:36.992 --> 00:59:37.873
This can't be real.

00:59:38.032 --> 00:59:38.893
Isn't that great?

00:59:39.333 --> 00:59:40.614
When someone sees your thing,

00:59:40.954 --> 00:59:41.835
it's so different.

00:59:41.876 --> 00:59:43.257
People immediately think it's fake.

00:59:44.498 --> 00:59:46.139
That's why when Wendy's on that landing

00:59:46.159 --> 00:59:46.998
page wrote Wendy's.

00:59:47.179 --> 00:59:47.920
Yes, that Wendy's.

00:59:48.905 --> 00:59:49.686
Like, this is real.

00:59:49.706 --> 00:59:50.505
It's on Wendy's.com.

00:59:50.525 --> 00:59:50.606
Yep.

00:59:50.626 --> 00:59:51.746
Yes, this is real.

00:59:52.507 --> 00:59:52.927
So great.

00:59:53.027 --> 00:59:53.208
All right.

00:59:53.248 --> 00:59:54.188
Parting shots for today.

00:59:54.228 --> 00:59:55.009
What's your takeaway?

00:59:55.829 --> 00:59:57.670
We covered a lot.

00:59:57.851 --> 01:00:01.452
I'll go back to stop talking about

01:00:01.472 --> 01:00:02.014
yourself.

01:00:02.414 --> 01:00:02.713
Oh, please.

01:00:02.733 --> 01:00:04.755
And you're evidence-based.

01:00:05.496 --> 01:00:06.135
Get rid of that word.

01:00:07.496 --> 01:00:08.257
Evidence-based.

01:00:08.918 --> 01:00:09.918
Evidence-based.

01:00:11.728 --> 01:00:14.128
My clinic is bound by the rules of

01:00:14.168 --> 01:00:14.668
gravity.

01:00:14.789 --> 01:00:15.028
Yes.

01:00:15.068 --> 01:00:15.469
Thank you.

01:00:15.769 --> 01:00:16.070
Yes.

01:00:16.889 --> 01:00:17.349
Great.

01:00:18.150 --> 01:00:18.931
Making me nervous.

01:00:20.751 --> 01:00:21.851
I would say start with the end in

01:00:21.891 --> 01:00:22.231
mind,

01:00:22.331 --> 01:00:24.032
which is one of the habits of highly

01:00:24.052 --> 01:00:24.751
successful people.

01:00:25.132 --> 01:00:25.632
So if you're like,

01:00:25.693 --> 01:00:26.733
we need more people to know, like,

01:00:26.773 --> 01:00:27.333
and trust us.

01:00:28.233 --> 01:00:29.373
If the answer is reviews,

01:00:29.753 --> 01:00:31.494
ask for them and make it simple.

01:00:32.195 --> 01:00:33.775
We want to look like we're respectable.

01:00:34.514 --> 01:00:35.516
Then look respectable.

01:00:35.695 --> 01:00:37.576
And your website can't look like a

01:00:37.655 --> 01:00:39.157
nine-year-old did it with, you know,

01:00:40.735 --> 01:00:41.697
although a nine-year-old will probably do

01:00:41.737 --> 01:00:42.958
better than a lot of these organizations.

01:00:44.278 --> 01:00:45.880
If you think your audience is on social

01:00:45.920 --> 01:00:49.282
media, be there with purpose and meaning.

01:00:49.402 --> 01:00:50.882
It needs to lead with purpose and meaning.

01:00:51.603 --> 01:00:51.983
Has to.

01:00:52.784 --> 01:00:53.364
And finally,

01:00:54.045 --> 01:00:55.405
understand that your goal is to put

01:00:55.425 --> 01:00:57.987
together a process to do this and give

01:00:58.007 --> 01:00:59.547
that to someone as their actual job,

01:00:59.949 --> 01:01:00.068
right?

01:01:00.088 --> 01:01:01.108
Because this is actual work.

01:01:01.188 --> 01:01:01.769
I'm very sorry.

01:01:02.463 --> 01:01:03.503
I got to pick a fun job.

01:01:03.804 --> 01:01:05.085
All the jobs were available on the first

01:01:05.125 --> 01:01:06.206
day and you decided to pick a not

01:01:06.246 --> 01:01:06.646
fun job.

01:01:06.846 --> 01:01:08.166
I like to make noises and videos.

01:01:08.467 --> 01:01:09.088
This is my job.

01:01:09.128 --> 01:01:09.628
It's a job.

01:01:10.588 --> 01:01:12.190
Empower someone to do it.

01:01:12.311 --> 01:01:13.632
All right, Andrew, we're back next week.

01:01:13.692 --> 01:01:15.333
Who the hell knows what someone will do

01:01:15.393 --> 01:01:16.092
until next week?

01:01:18.014 --> 01:01:21.177
But we'll be back with more Healthcare

01:01:21.197 --> 01:01:23.199
Marketing Doesn't Work until you do that.

01:01:24.644 --> 01:01:25.726
That's it for this one,

01:01:25.985 --> 01:01:27.648
but we're just getting warmed up.

01:01:28.128 --> 01:01:30.050
Smash follow, send it to a friend,

01:01:30.269 --> 01:01:31.911
or crank up the next episode.

01:01:32.431 --> 01:01:33.472
Want to go deeper?

01:01:33.793 --> 01:01:37.836
Hit us at pgpinecast.com or find us on

01:01:37.896 --> 01:01:40.438
YouTube and socials at pgpinecast.

01:01:40.858 --> 01:01:43.141
And legally, none of this was advice.

01:01:43.221 --> 01:01:44.922
It's for entertainment purposes only.

01:01:45.603 --> 01:01:46.583
Bulls**t!

01:01:46.623 --> 01:01:47.204
See, Keith?

01:01:47.425 --> 01:01:48.485
We read the script.

01:01:48.786 --> 01:01:49.427
Happy now?