Ep. 197: Becoming the Healthcare Brand: Build Loyalty, Drive Growth, and Own Your Market
About this Episode
This episode features a powerful clip from our recent webinar, Becoming the Healthcare Brand: Build Loyalty, Drive Growth, and Own Your Market—and it's packed with practical insights for urgent care leaders looking to stand out.
We dive deep into the StoryBrand framework, walking through the 7 core questions that help you clarify your message, position your clinic as the trusted guide, and make your patients the true hero of your brand story.
Topics Covered
🦸♂️ How to identify your ideal patient as the hero of the story
🧠 Why it’s critical to frame the problem from the customer’s perspective
🧭 How to position your clinic as the trusted guide (not the main character)
🗺️ The importance of giving your patients a clear, simple plan
📣 What makes a call to action actually work
🏆 How to paint a picture of success—and highlight what’s at stake
🤝 Practical ways to build trust, stand out, and become the go-to choice in your market
"Your clinic isn’t the hero — your patient is. StoryBrand helps you step into the role of guide so they can win the day."
Nick Hoard, Patient Care Marketing Pros
00:00:03 - 00:00:07[Music]
00:00:05 - 00:00:09What's up, Walkkins? Welcome, family. If
00:00:07 - 00:00:11you're hearing my voice right now, do
00:00:09 - 00:00:13you know this is a special episode. So,
00:00:11 - 00:00:15I'm doing a quick intro into this
00:00:13 - 00:00:17episode. We had a webinar recently, and
00:00:15 - 00:00:18we'd like to do our monthly webinars. We
00:00:17 - 00:00:20always touch on different topics and
00:00:18 - 00:00:22it's usually like a deep dive of some
00:00:20 - 00:00:24sort that lasts about an hour and then
00:00:22 - 00:00:26just for your convenience, we like to
00:00:24 - 00:00:28chop it up and turn into a podcast
00:00:26 - 00:00:30episode for you. And so you guys can
00:00:28 - 00:00:33just listen as you normally would. So
00:00:30 - 00:00:36this episode on this webinar is all
00:00:33 - 00:00:37about your brand. Branding is very
00:00:36 - 00:00:39difficult in the urgent care space. We
00:00:37 - 00:00:41recognize that. Uh but we're going to
00:00:39 - 00:00:43help help you understand how to become
00:00:41 - 00:00:44the hero of your own brand. And we're
00:00:43 - 00:00:46actually going to use story brands
00:00:44 - 00:00:48framework to do all this. So throughout
00:00:46 - 00:00:50the entire episode, you'll actually hear
00:00:48 - 00:00:52the step-by-step process what examples
00:00:50 - 00:00:54given of what an urgent care should be
00:00:52 - 00:00:56thinking. Um, and it will give you an
00:00:54 - 00:00:58opportunity to say, "Am I doing this
00:00:56 - 00:01:01with my urgent care currently? How could
00:00:58 - 00:01:02I improve?" So, I hope you guys enjoy
00:01:01 - 00:01:04this episode. Uh, it was actually a lot
00:01:02 - 00:01:05of fun to do because it's a little bit
00:01:04 - 00:01:07outside of our wheelhouse typically
00:01:05 - 00:01:08because we're more just pure marketing
00:01:07 - 00:01:10and not branding. So, bringing in the
00:01:08 - 00:01:12story brand side of things is a lot of
00:01:10 - 00:01:13fun. I think you're going to enjoy the
00:01:12 - 00:01:14episodes. If you've ever heard of story
00:01:13 - 00:01:16brand, we're actually going to walk you
00:01:14 - 00:01:18through some of that process and then it
00:01:16 - 00:01:20will make you think real hard about what
00:01:18 - 00:01:22is the actual experience a patient's
00:01:20 - 00:01:23getting and we'll help guide you through
00:01:22 - 00:01:24all that. We're going to set this up.
00:01:23 - 00:01:26So, we're going to go through the this
00:01:24 - 00:01:29is the sevenstep process of a story
00:01:26 - 00:01:30brand piece. Um, now we are not story
00:01:29 - 00:01:33brand certified, so we'll just put that
00:01:30 - 00:01:34out front, but we can ask questions and
00:01:33 - 00:01:35have answers and let you guys think on
00:01:34 - 00:01:37these things a little bit. So,
00:01:35 - 00:01:37you ask the question, we put prompts in
00:01:37 - 00:01:39there for you.
00:01:37 - 00:01:40Yeah. Yeah. Yeah. Exactly. So, we'll
00:01:39 - 00:01:42have these questions here and then
00:01:40 - 00:01:44Nick's going to talk about what kind of
00:01:42 - 00:01:44answer would this look like type of
00:01:44 - 00:01:45thing.
00:01:44 - 00:01:47Per urgent care.
00:01:45 - 00:01:48Yeah. Parase urgent care.
00:01:47 - 00:01:49There you go. First question. Go.
00:01:48 - 00:01:52Yeah. So, first question. So, we're
00:01:49 - 00:01:54talking about the character piece of it.
00:01:52 - 00:01:56Who is your ideal patient? What are they
00:01:54 - 00:01:59looking for when they come to an urgent
00:01:56 - 00:02:02care clinic? And what do they value
00:01:59 - 00:02:05most? Speed, affordability, compassion,
00:02:02 - 00:02:06trust, convenience.
00:02:05 - 00:02:07Think about it before we give you a
00:02:06 - 00:02:09sample. I'll give you just a second to
00:02:07 - 00:02:12think about it because who is your ideal
00:02:09 - 00:02:12patient? It's not just the mom that's 35
00:02:12 - 00:02:12years old.
00:02:12 - 00:02:14That's right.
00:02:12 - 00:02:15It's not just that. So, it's much more
00:02:14 - 00:02:17than that. All right.
00:02:15 - 00:02:19You want to get crystal clear as much as
00:02:17 - 00:02:20possible on who you are talking to. Who
00:02:19 - 00:02:21is your hero? Go.
00:02:20 - 00:02:24All right. So here's a sample. All
00:02:21 - 00:02:26right. You are a busy family. I'm
00:02:24 - 00:02:28talking to busy families and working
00:02:26 - 00:02:30professionals who need fast, reliable
00:02:28 - 00:02:34medical care without the hassle of long
00:02:30 - 00:02:35waits or expensive ER visits. So we
00:02:34 - 00:02:37framed it in such a way that you're
00:02:35 - 00:02:39looking for a family who works who don't
00:02:37 - 00:02:43have time to go to the urgent care. But
00:02:39 - 00:02:45we framed it in a very quick
00:02:43 - 00:02:47kind of kind of buttoned up way of
00:02:45 - 00:02:48saying it. Um I would have rather
00:02:47 - 00:02:50written this as busy moms. That's how I
00:02:48 - 00:02:52would have it. Now that now that I've
00:02:50 - 00:02:54read it and had time to think about it,
00:02:52 - 00:02:55I would have said busy moms and working
00:02:54 - 00:02:55moms.
00:02:55 - 00:02:57Yeah,
00:02:55 - 00:02:59working professionals who need fast,
00:02:57 - 00:03:01reliable medical care without the hassle
00:02:59 - 00:03:02of long waits at the expense of ER
00:03:01 - 00:03:04business. So that's how I would have
00:03:02 - 00:03:05framed it differently now having gone
00:03:04 - 00:03:07back and thought about it some more.
00:03:05 - 00:03:10So it's not just like I'm the
00:03:07 - 00:03:13alternative to an ER, it's the I don't
00:03:10 - 00:03:15want to go to an ER mindset. like I
00:03:13 - 00:03:16already have a perception like if I go
00:03:15 - 00:03:18to the AR I'm going to be wasting half
00:03:16 - 00:03:19my day and I don't have any PTO time
00:03:18 - 00:03:20left.
00:03:19 - 00:03:22So I want to do this but and I don't
00:03:20 - 00:03:23want it to come across as controversial
00:03:22 - 00:03:25but I want you to really think about the
00:03:23 - 00:03:27market that you're serving. Okay, I live
00:03:25 - 00:03:28in Pelum. Pelum has a a very heavy
00:03:27 - 00:03:32Hispanic population.
00:03:28 - 00:03:34Okay? And so it might be um I am I am
00:03:32 - 00:03:37looking at the Hispanic individual who
00:03:34 - 00:03:39who can only do things after 400 p.m.
00:03:37 - 00:03:42and they need a cash pay option. That
00:03:39 - 00:03:43could be my hero. It could be a very
00:03:42 - 00:03:45affluent neighborhood that's a
00:03:43 - 00:03:48completely different like in Homewood,
00:03:45 - 00:03:51right? And you're talking to the
00:03:48 - 00:03:53stay-at-home mom who while her family is
00:03:51 - 00:03:54at school, she's finally getting time to
00:03:53 - 00:03:56take care of herself. However you want
00:03:54 - 00:03:59to look at that. Um, so it doesn't have
00:03:56 - 00:04:02to be a single or or or a married mother
00:03:59 - 00:04:03of two. Like think about where you live
00:04:02 - 00:04:04before you frame that question. Let's
00:04:03 - 00:04:06keep going for time sake
00:04:04 - 00:04:08because for like the urgent care side
00:04:06 - 00:04:09community m community you're such an
00:04:08 - 00:04:10important part part of the community and
00:04:09 - 00:04:12you have to think about that.
00:04:10 - 00:04:13Yeah, absolutely.
00:04:12 - 00:04:14All right. So now we're moving on to the
00:04:13 - 00:04:17problem. What are they struggling with?
00:04:14 - 00:04:19What external problems do your patients
00:04:17 - 00:04:22face? We talked about the long ER wait
00:04:19 - 00:04:23time as an example. What internal
00:04:22 - 00:04:25problems do they feel? Are they just
00:04:23 - 00:04:28worn out on the inside? Are they
00:04:25 - 00:04:30frustrated? Is there a villain in their
00:04:28 - 00:04:32story? Like is it a cost thing? Is it
00:04:30 - 00:04:33something like they want to be better
00:04:32 - 00:04:35taken care of?
00:04:33 - 00:04:36What's that insurance company?
00:04:35 - 00:04:38Is there an insurance company that we
00:04:36 - 00:04:39just don't like that people talk about
00:04:38 - 00:04:40here?
00:04:39 - 00:04:41So, we'll give you just a second to
00:04:40 - 00:04:43think about it before we give you a
00:04:41 - 00:04:45sample. But like think now we're going
00:04:43 - 00:04:47to that person, right? So, you you've
00:04:45 - 00:04:49identified the hero.
00:04:47 - 00:04:51Now, you identify what are they facing
00:04:49 - 00:04:53as the hero, you know, and it's
00:04:51 - 00:04:54internally, not not so much externally.
00:04:53 - 00:04:56That's right.
00:04:54 - 00:04:58All right. Three, two, one. Okay. All
00:04:56 - 00:05:00right. They're frustrated. ER times are
00:04:58 - 00:05:02long and they have limited options and
00:05:00 - 00:05:03they can't get timely appointments with
00:05:02 - 00:05:05their primary care doctor. I'm telling
00:05:03 - 00:05:08you, primary care doctors are booking
00:05:05 - 00:05:11out uh months in advance. Now, um big
00:05:08 - 00:05:13and they feel anxious uh when unexpected
00:05:11 - 00:05:15illness or injury strikes. So, um
00:05:13 - 00:05:16another way to think about is I'm
00:05:15 - 00:05:17serving up empathy quickly.
00:05:16 - 00:05:20Yeah.
00:05:17 - 00:05:22Right. Um especially with that anxiety.
00:05:20 - 00:05:24And I'm telling you, just as somebody
00:05:22 - 00:05:26who isn't a very anxious person, I'm
00:05:24 - 00:05:29not. the minute I get into a medical
00:05:26 - 00:05:31facility, I'm a little like I can feel
00:05:29 - 00:05:32the tension in my shoulders, things like
00:05:31 - 00:05:35that. And I don't really know how to
00:05:32 - 00:05:36explain it, but I know it's there. So,
00:05:35 - 00:05:38um I don't want to go to an ER. I'm
00:05:36 - 00:05:40frustrated by those weight times. I
00:05:38 - 00:05:42can't get timely appointments. I I don't
00:05:40 - 00:05:44have time to wait
00:05:42 - 00:05:46doctor and I have anxiety
00:05:44 - 00:05:48and anxiet and how do you cure some
00:05:46 - 00:05:50anxiety? Empathy like you mentioned,
00:05:48 - 00:05:52like having that experience like we know
00:05:50 - 00:05:53that you're here because you don't feel
00:05:52 - 00:05:53well and we want to make you feel
00:05:53 - 00:05:54better.
00:05:53 - 00:05:57That's right. And we're going to make
00:05:54 - 00:05:58you feel better the whole time, not just
00:05:57 - 00:05:59when you see the doctor.
00:05:58 - 00:06:01That's right.
00:05:59 - 00:06:02All right. Number three, the guide. This
00:06:01 - 00:06:03is you.
00:06:02 - 00:06:05When we say the guide, it's not a
00:06:03 - 00:06:06booklet. It's the Obi-Wan Kenobi or
00:06:05 - 00:06:07Yoda.
00:06:06 - 00:06:09This is you, the clinic, right? This is
00:06:07 - 00:06:12you you the brand.
00:06:09 - 00:06:14Why should your clinic be trusted as the
00:06:12 - 00:06:15solution? Because you got competitors.
00:06:14 - 00:06:18Why aren't why are they being trusted
00:06:15 - 00:06:20more often than you are being trusted?
00:06:18 - 00:06:22Ask yourself what credentials,
00:06:20 - 00:06:24experience,
00:06:22 - 00:06:26patient stories can demonstrate you have
00:06:24 - 00:06:28authority in this. Like, let me just
00:06:26 - 00:06:30show you why you should trust us because
00:06:28 - 00:06:31you've never talked to us before. Let me
00:06:30 - 00:06:34kind of show this off a little bit,
00:06:31 - 00:06:35right? And then how do you show empathy
00:06:34 - 00:06:37for what patients are going through?
00:06:35 - 00:06:39Like we talked about, empathy is really
00:06:37 - 00:06:41key. Uh because at the end of the day,
00:06:39 - 00:06:44they're anxious and they're hurting and
00:06:41 - 00:06:46empathy is the quickest way to relieve
00:06:44 - 00:06:49some of that. But uh give you guys just
00:06:46 - 00:06:51a second. about it. All right. Three,
00:06:49 - 00:06:52two, one.
00:06:51 - 00:06:54All right. Our experienced,
00:06:52 - 00:06:56compassionate medical team understands
00:06:54 - 00:06:57the stress of being sick or hurt, and
00:06:56 - 00:06:59we're committed to delivering quick,
00:06:57 - 00:07:02affordable, quality care when patients
00:06:59 - 00:07:03need it most. Um, again, the only thing
00:07:02 - 00:07:05I would probably change about this a
00:07:03 - 00:07:07little bit now that I've had time to
00:07:05 - 00:07:09think about it is I would remove
00:07:07 - 00:07:12anything that talks about us.
00:07:09 - 00:07:14Yeah. I would only talk about in this in
00:07:12 - 00:07:17this sample section is I would talk
00:07:14 - 00:07:18about you need an experienced
00:07:17 - 00:07:20compassionate medical team that
00:07:18 - 00:07:22understands the stress of being sick
00:07:20 - 00:07:23because we've been there before and we
00:07:22 - 00:07:24know what it feels like.
00:07:23 - 00:07:26Yep. Yep.
00:07:24 - 00:07:28Right.
00:07:26 - 00:07:31All right. Number four, the plan.
00:07:28 - 00:07:33Clarity over complexity. What's your
00:07:31 - 00:07:35simple step-by-step process for
00:07:33 - 00:07:38patients? Now, this is interesting
00:07:35 - 00:07:39because uh there's this thing that how
00:07:38 - 00:07:40do you make toast?
00:07:39 - 00:07:42Yeah. The the sticky notes.
00:07:40 - 00:07:44Yeah. So, there's a there's a thing
00:07:42 - 00:07:45called sticky notes we we've done. But
00:07:44 - 00:07:48is but if you're curious, what does it
00:07:45 - 00:07:51even mean? Ask yourself how do you make
00:07:48 - 00:07:53toast? Then ask the person next to you
00:07:51 - 00:07:55or whoever next you could talk to, how
00:07:53 - 00:07:58hey, how do you make toast? And you'll
00:07:55 - 00:07:59be dumbfounded by the the differences.
00:07:58 - 00:07:59Let's do it real quick.
00:07:59 - 00:08:00Yeah. So,
00:07:59 - 00:08:01how do you make toast?
00:08:00 - 00:08:03How do I make toast? I go to the
00:08:01 - 00:08:05cabinet, open the door, grab the bread,
00:08:03 - 00:08:07take it out, put it in the toaster, push
00:08:05 - 00:08:09the toaster button down, wait a few
00:08:07 - 00:08:11minutes, pop it out, put on the plate.
00:08:09 - 00:08:11So, we're pretty similar in that.
00:08:11 - 00:08:13Yeah.
00:08:11 - 00:08:15Right. Um I don't know that there was
00:08:13 - 00:08:15much that I would change. So, you kind
00:08:15 - 00:08:17of nailed
00:08:15 - 00:08:19Oh, no. The first time I did this
00:08:17 - 00:08:20though, there was somebody that said
00:08:19 - 00:08:21they would start by planting wheat
00:08:20 - 00:08:21crops.
00:08:21 - 00:08:24Oh, yeah.
00:08:21 - 00:08:25Right. From wheat crops, they would get
00:08:24 - 00:08:27a tractor and then they would have to
00:08:25 - 00:08:28bush hog it down and then they would
00:08:27 - 00:08:30take it and they would husk it or
00:08:28 - 00:08:31whatever it's called. you break the
00:08:30 - 00:08:33seeds open for the kernels and all that.
00:08:31 - 00:08:35I mean, they went deep and they talked
00:08:33 - 00:08:37about how they would uh talk to the
00:08:35 - 00:08:38electric company. So, anyway, I know
00:08:37 - 00:08:39that sounds
00:08:38 - 00:08:40and then I've heard somebody said,
00:08:39 - 00:08:41"Well, I just take a piece of bread and
00:08:40 - 00:08:42put in a toaster."
00:08:41 - 00:08:44That's it. So, it could be like there's
00:08:42 - 00:08:47a whole facet of this.
00:08:44 - 00:08:50Um but clarity over complexity is the
00:08:47 - 00:08:52biggest key. What What is the clearly um
00:08:50 - 00:08:53what is the clear way? Like for example,
00:08:52 - 00:08:55when we talk about how we build
00:08:53 - 00:08:57websites, we build mobile first, high
00:08:55 - 00:08:58converting websites. They don't need to
00:08:57 - 00:09:01know that it's on WordPress and hosted
00:08:58 - 00:09:02on Bionic.
00:09:01 - 00:09:03They know it works.
00:09:02 - 00:09:05Yeah. They just need to know that when
00:09:03 - 00:09:07their website is there uh on a search
00:09:05 - 00:09:09that it's going to be found. They need
00:09:07 - 00:09:10to know that when somebody schedules on
00:09:09 - 00:09:11your online scheduler or calls your
00:09:10 - 00:09:13office, they're going to talk to a human
00:09:11 - 00:09:14or they're going to or at least the AI
00:09:13 - 00:09:16that's answering the phone is going to
00:09:14 - 00:09:16flip it over to them very very quickly.
00:09:16 - 00:09:17Flip.
00:09:17 - 00:09:20So, so then the other side of this
00:09:18 - 00:09:22question is h how do you make it easy
00:09:20 - 00:09:25and stressfree for someone to choose you
00:09:22 - 00:09:27instead of another option? this is that
00:09:25 - 00:09:29separator, right? Like that. Here's
00:09:27 - 00:09:31where the actual experience starts to
00:09:29 - 00:09:33happen. And so, think through that. I'll
00:09:31 - 00:09:35give you a couple guys a couple seconds
00:09:33 - 00:09:37to kind of think through that and think
00:09:35 - 00:09:39about all the steps involved because at
00:09:37 - 00:09:42the end of the day, becoming a patient
00:09:39 - 00:09:45is a lot of steps. So, just think about
00:09:42 - 00:09:46that. Three, two, one. Okay.
00:09:45 - 00:09:48Excellent. So, you're going to walk in
00:09:46 - 00:09:49without an appointment. You're going to
00:09:48 - 00:09:50be seen by a provider within minutes.
00:09:49 - 00:09:52And you're going to leave with a clear
00:09:50 - 00:09:54treatment plan and peace of mind with
00:09:52 - 00:09:55your prescriptions already ordered.
00:09:54 - 00:09:57Simple enough, right? I'll
00:09:55 - 00:09:58say it a different way. You're going to
00:09:57 - 00:10:00be able to save your spot online with
00:09:58 - 00:10:01our mobile app and by the time you walk
00:10:00 - 00:10:02through the door, we're already going to
00:10:01 - 00:10:04have the information that you put on
00:10:02 - 00:10:06there that's going to limit the wait
00:10:04 - 00:10:07time, get you treated, and get you out.
00:10:06 - 00:10:12Yeah. And so, this is something to add
00:10:07 - 00:10:15to this would be, do your employees know
00:10:12 - 00:10:17this? Do they know when they pick up
00:10:15 - 00:10:19that phone, this is the experience you
00:10:17 - 00:10:21want that patient to have? Because like
00:10:19 - 00:10:22you said, like the other experience
00:10:21 - 00:10:25could be that you're going to make an
00:10:22 - 00:10:27appointment and then come in or and so
00:10:25 - 00:10:28is your front desk encouraging that
00:10:27 - 00:10:30appointment or just telling them to walk
00:10:28 - 00:10:34in every single time. I say that because
00:10:30 - 00:10:36we've seen it and it's real. So like
00:10:34 - 00:10:38think about that. You're the you're the
00:10:36 - 00:10:40urgent care owner. You're in top
00:10:38 - 00:10:43management. You know what that brand is
00:10:40 - 00:10:45about. Does everybody else know what
00:10:43 - 00:10:47that brand is about? And if it's just
00:10:45 - 00:10:48not obvious or you ask just quiz them,
00:10:47 - 00:10:50right? like which I know is scary.
00:10:48 - 00:10:51They're like, "I don't know." And don't
00:10:50 - 00:10:53be upset with them when they give you
00:10:51 - 00:10:54the wrong answer because that just means
00:10:53 - 00:10:55you have an opportunity to make an
00:10:54 - 00:10:55improvement.
00:10:55 - 00:10:57That's right.
00:10:55 - 00:10:59Be a concern if you had issues and
00:10:57 - 00:11:01everyone had the right answer. Like, I
00:10:59 - 00:11:03don't know what to tell you then.
00:11:01 - 00:11:06All right. Step five. Here's the call to
00:11:03 - 00:11:09action. The clear next step. What do you
00:11:06 - 00:11:11want patients to do right this second
00:11:09 - 00:11:12call? Walk in, book online like we
00:11:11 - 00:11:14talked about.
00:11:12 - 00:11:17Do you have both a direct call to action
00:11:14 - 00:11:18like you book now or a transitional one?
00:11:17 - 00:11:20Download a guide. Like for us, download
00:11:18 - 00:11:22a guide on when to go to nursing care
00:11:20 - 00:11:24versus ER. Like download a guide thing
00:11:22 - 00:11:25is something that we always push a
00:11:24 - 00:11:27little bit because we're trying to
00:11:25 - 00:11:27educate first. Right.
00:11:27 - 00:11:28Right.
00:11:27 - 00:11:30So think about your urgent care. Are you
00:11:28 - 00:11:32trying are you pushing like I want to
00:11:30 - 00:11:34educate everybody that interacts with us
00:11:32 - 00:11:36that urgent care is different from ER
00:11:34 - 00:11:38and XYZ type thing.
00:11:36 - 00:11:40So think about it. So we have a problem
00:11:38 - 00:11:42here while you're thinking about it. One
00:11:40 - 00:11:45of the things that Michael and I and my
00:11:42 - 00:11:46team see more often than not, and it's
00:11:45 - 00:11:48frustrating to me because I don't think
00:11:46 - 00:11:49it's really what you want,
00:11:48 - 00:11:50is your number one call to action is pay
00:11:49 - 00:11:51bill online.
00:11:51 - 00:11:52And I
00:11:52 - 00:11:54Yeah.
00:11:52 - 00:11:56Like, do you just not want me to go to
00:11:54 - 00:11:57your urgent care? Is that what it is?
00:11:56 - 00:11:59And that's actually when you the clinic
00:11:57 - 00:12:01becomes the hero and not the patient
00:11:59 - 00:12:03because you're trying to make your life
00:12:01 - 00:12:05easier as a clinic. That's right.
00:12:03 - 00:12:06Because you probably heard lots of
00:12:05 - 00:12:08complaints of patients don't know where
00:12:06 - 00:12:10to go pay their bill. put a big red
00:12:08 - 00:12:12button on the homepage of the site and
00:12:10 - 00:12:15they'll see it next time. That's not the
00:12:12 - 00:12:18point because they're already a patient
00:12:15 - 00:12:20and now you're exposing new potential
00:12:18 - 00:12:22patients that you care more about the
00:12:20 - 00:12:22payment coming in and the patient coming
00:12:22 - 00:12:25That's right.
00:12:23 - 00:12:26Um I'm not trying to hurt you guys on
00:12:25 - 00:12:27that. It's just simply
00:12:26 - 00:12:29I am.
00:12:27 - 00:12:31Stop it. Please, please quit.
00:12:29 - 00:12:32Oh yeah. Please stop adding pay bill as
00:12:31 - 00:12:34a big red scary button. That's
00:12:32 - 00:12:35You can have it on there. Not mad at you
00:12:34 - 00:12:36for having it on there. You
00:12:35 - 00:12:38hide under a drop down. Put it in the
00:12:36 - 00:12:39footer. Yeah,
00:12:38 - 00:12:41put it somewhere where it's not obvious.
00:12:39 - 00:12:43But when that when the first call to
00:12:41 - 00:12:44action of your website is pay bill and
00:12:43 - 00:12:46then your second call to action is to
00:12:44 - 00:12:50book online, the patient's no longer
00:12:46 - 00:12:52that is an exercise when when we have uh
00:12:50 - 00:12:53prospects that come to us and and say
00:12:52 - 00:12:55analyze my website, my first question to
00:12:53 - 00:12:57them is, "What do you want me to do on
00:12:55 - 00:12:58your website?" Can you can you answer
00:12:57 - 00:12:59that question? Because we're talking
00:12:58 - 00:13:00about a call to action. Yeah.
00:12:59 - 00:13:03Right. And we're talking about clear
00:13:00 - 00:13:04next steps. So ask yourself this
00:13:03 - 00:13:05question before you answer and then
00:13:04 - 00:13:07we'll go to the next slide is what do
00:13:05 - 00:13:08you want them to do when they get there?
00:13:07 - 00:13:10Yep. Exactly.
00:13:08 - 00:13:12So let's give you an example. Um walk in
00:13:10 - 00:13:14today or book online now. I would rather
00:13:12 - 00:13:16that be one but both of them work. Um
00:13:14 - 00:13:18and then download our free guide urgent
00:13:16 - 00:13:20care versus ER know where to go. This is
00:13:18 - 00:13:22what's going to help you build your own
00:13:20 - 00:13:23list of prospects and I absolutely think
00:13:22 - 00:13:26you should have one.
00:13:23 - 00:13:27Yeah. Yeah. 100%. But no, so at the end
00:13:26 - 00:13:30of the day like it's clear and it's
00:13:27 - 00:13:32obvious and it's not about you. Like
00:13:30 - 00:13:34that's just that hard reminders. It's
00:13:32 - 00:13:35not about you. That's right. Quit paying
00:13:34 - 00:13:38my bill.
00:13:35 - 00:13:40All right. So, this is the happy ending
00:13:38 - 00:13:42success side of it. So, think about
00:13:40 - 00:13:43this. What does life look like for your
00:13:42 - 00:13:45patient after they've chosen your
00:13:43 - 00:13:47clinic? It's a pretty big question
00:13:45 - 00:13:49because
00:13:47 - 00:13:52my gut feeling is saying they feel
00:13:49 - 00:13:55better or they have a path to recovery.
00:13:52 - 00:13:57Um, but what does that fully look like?
00:13:55 - 00:13:59Did they have like because the the
00:13:57 - 00:14:01afterare experience honestly has more
00:13:59 - 00:14:02impacted them coming back to you?
00:14:01 - 00:14:04Probably more than them when they went
00:14:02 - 00:14:07in there, right? Where like I like man
00:14:04 - 00:14:09they really took care of me beyond my
00:14:07 - 00:14:10visit, right? So think about that. Next
00:14:09 - 00:14:12says, "How do you want them to feel
00:14:10 - 00:14:14leaving your door?" Same same concept,
00:14:12 - 00:14:16right? When they when are they happy
00:14:14 - 00:14:19they left your doors? Are they mad? Are
00:14:16 - 00:14:22they like confused? Are they waiting for
00:14:19 - 00:14:23that pay bill uh link to pop up?
00:14:22 - 00:14:24That's right. Are they waiting for them
00:14:23 - 00:14:27to say, "Well, I got to go back to their
00:14:24 - 00:14:28website, hit the pay bill button." Like,
00:14:27 - 00:14:31where does that live? Because are they
00:14:28 - 00:14:32being are they were they the hero the
00:14:31 - 00:14:35whole time? So, they're the hero
00:14:32 - 00:14:36reflecting back ex on that. So, I'll
00:14:35 - 00:14:38give you guys just a second to think
00:14:36 - 00:14:42about what you think it should be for
00:14:38 - 00:14:44your clinic. Three, two, one.
00:14:42 - 00:14:46Awesome. Patients leave feeling cared
00:14:44 - 00:14:48for, confident in their treatment, and
00:14:46 - 00:14:50relieved that they got the right care
00:14:48 - 00:14:52quickly without breaking the bank. That
00:14:50 - 00:14:53is just about as clean as you can get.
00:14:52 - 00:14:54Yeah. Yeah. Yeah, exactly. So,
00:14:53 - 00:14:56nothing I would change in this one.
00:14:54 - 00:14:58Yeah, this is very straightforward, but
00:14:56 - 00:15:00you may have an extra layer to this,
00:14:58 - 00:15:03right? Where maybe they felt like they
00:15:00 - 00:15:04had a premium experience cuz we have a
00:15:03 - 00:15:07couple of urgent cares like their
00:15:04 - 00:15:09location is super premium. I thought
00:15:07 - 00:15:09when they sent us photos like is this a
00:15:09 - 00:15:10hotel lobby?
00:15:09 - 00:15:12Stunning.
00:15:10 - 00:15:14Yeah. Like this is incredible.
00:15:12 - 00:15:14But does the experience reflect that?
00:15:14 - 00:15:17You know,
00:15:14 - 00:15:18y are they feeling luxury and premium as
00:15:17 - 00:15:21they leave?
00:15:18 - 00:15:23All right. Failure. the success part was
00:15:21 - 00:15:25not what you were hoping, right? Like
00:15:23 - 00:15:27now you've reached that failure point.
00:15:25 - 00:15:28What risk do patients face if they don't
00:15:27 - 00:15:31get the right care quickly?
00:15:28 - 00:15:33I want to change this again.
00:15:31 - 00:15:35What what what
00:15:33 - 00:15:36happens if you choose the wrong clinic?
00:15:35 - 00:15:38Exactly.
00:15:36 - 00:15:38Let's change it to that instead of the
00:15:38 - 00:15:40right care.
00:15:38 - 00:15:43Yeah. And it goes around the negative
00:15:40 - 00:15:45outcomes like you could have helped them
00:15:43 - 00:15:47avoid a poor choice
00:15:45 - 00:15:49and they would have had neg like that
00:15:47 - 00:15:51because we've seen it. We we we gosh
00:15:49 - 00:15:54we've we've seen it from the standpoint
00:15:51 - 00:15:56of hey I I c you told me my lab results
00:15:54 - 00:15:58will be in in a day it's two days now
00:15:56 - 00:16:01I'm calling you back and where are they?
00:15:58 - 00:16:03We don't know or uh we're still waiting
00:16:01 - 00:16:05which means oh we forgot to process them
00:16:03 - 00:16:06or whatever or they got lost that
00:16:05 - 00:16:09happens.
00:16:06 - 00:16:11Um so thinking about that like why
00:16:09 - 00:16:12because at the end of the day I you know
00:16:11 - 00:16:14urgent carees live off Google reviews
00:16:12 - 00:16:16and we see people love to give out those
00:16:14 - 00:16:18negatives like you don't want to be that
00:16:16 - 00:16:19negative urgent care. No,
00:16:18 - 00:16:21you you want to make sure to pay because
00:16:19 - 00:16:22at the end it hurts your industry. Like
00:16:21 - 00:16:24we face this in the digital marketing
00:16:22 - 00:16:26industry. Like when somebody chooses the
00:16:24 - 00:16:28wrong digital marketing agency, they get
00:16:26 - 00:16:30a bad taste in their mouth and it
00:16:28 - 00:16:32becomes a bigger uphill battle for us to
00:16:30 - 00:16:33convince like no no that's not how we
00:16:32 - 00:16:36function.
00:16:33 - 00:16:38I saw an ad for a competing agency. It
00:16:36 - 00:16:40was a great ad by the way, but uh the
00:16:38 - 00:16:41the the lady was talking about they were
00:16:40 - 00:16:42on their seventh agency.
00:16:41 - 00:16:45Yeah.
00:16:42 - 00:16:47And I terrifying. I mean, imagine like
00:16:45 - 00:16:50I've been to 20 different urgent cares.
00:16:47 - 00:16:50That's the worst. That's the worst.
00:16:50 - 00:16:52Yeah.
00:16:50 - 00:16:54I mean, you should be at like max two or
00:16:52 - 00:16:55three and you finally found one that you
00:16:54 - 00:16:55could stick with. Yeah. You know what I
00:16:55 - 00:16:57mean?
00:16:55 - 00:16:58Yeah. Exactly.
00:16:57 - 00:17:00All right. Without urgent care, patients
00:16:58 - 00:17:01risk higher costs, delayed treatment,
00:17:00 - 00:17:04worsening conditions, and unnecessary
00:17:01 - 00:17:07stress, and overcrowded ERS. Um, I love
00:17:04 - 00:17:08that we were able to add in uh
00:17:07 - 00:17:10overcrowded ERS.
00:17:08 - 00:17:12Um, because sometimes it's not always
00:17:10 - 00:17:15just like you're delaying your health.
00:17:12 - 00:17:17sometimes is you're putting uh yourself
00:17:15 - 00:17:18in another unhealthy environment and you
00:17:17 - 00:17:19don't want to do that either.
00:17:18 - 00:17:21And and we know at the end of the day
00:17:19 - 00:17:23urgent care is not ER and when they feel
00:17:21 - 00:17:25like they have to go to an ER to get
00:17:23 - 00:17:26something done because their urgent care
00:17:25 - 00:17:28experience was not good.
00:17:26 - 00:17:28Yeah. They'll never come back.
00:17:28 - 00:17:29It makes them hard
00:17:28 - 00:17:31or at least yours
00:17:29 - 00:17:31the hero gets attacked,
00:17:31 - 00:17:33right?
00:17:31 - 00:17:36So there you go.
00:17:33 - 00:17:38All right. I hope you guys enjoyed that
00:17:36 - 00:17:40episode of that webinar. Um, I hope you
00:17:38 - 00:17:42understood what your brand is all about.
00:17:40 - 00:17:45And if you did, you recognize that it's
00:17:42 - 00:17:47much more than just a logo. Experience
00:17:45 - 00:17:48does matter. Anyway, I hope you guys
00:17:47 - 00:17:50enjoyed that. I hope there's some notes
00:17:48 - 00:17:51there. If you have questions, just send
00:17:50 - 00:17:53us an email, hello
00:17:51 - 00:17:54patientaremarketingpros.com, and we'll
00:17:53 - 00:17:56be happy to answer those questions for
00:17:54 - 00:17:58you. Sit on a strategy session with you
00:17:56 - 00:18:00and see if we can help uh answer some
00:17:58 - 00:18:01additional things. And if you have, as
00:18:00 - 00:18:02always, if you have some marketing
00:18:01 - 00:18:04things, we're here to help. Thank you
00:18:02 - 00:18:07guys for listening again and we'll catch
00:18:04 - 00:18:13you on the next one.
00:18:07 - 00:18:13[Music]