Ep. 201: From Summer Slump to Seasonal Surge: Marketing Strategies that Drive Patient Volume
About this Episode
This week’s episode features a clip from our recent webinar, From Summer Slump to Seasonal Surge: Marketing Strategies that Drive Patient Volume from Fall to Spring, on navigating urgent care seasonality and paid ad strategy — and it’s all about helping your clinic stay ahead during the busiest months of the year.
If your clinic is heading into peak season, this episode will help you make the most of every opportunity — not just by staying busy, but by building long-term patient growth.
Topics Covered
🍂 Why patient volume spikes from fall through early spring
🎣 The “fisherman” analogy — why this is the time to cast a bigger net, not pull back
👥 How to prepare your team for the busy season and keep morale high
💻 Why Google Ads remain the lifeblood of patient acquisition
🎯 How to target the right patients with timely, relevant messages
📅 Matching your campaigns to the season — from flu shots to holiday hours
“Don’t just coast through the busy season — this is the time to shine. Double down on your marketing and patient engagement when everyone else is just waiting for patients to show up.”
Nick Hoard, Patient Care Marketing Pros
00:00:03 - 00:00:07[Music]
00:00:05 - 00:00:09Hey everyone, Nick here. Here's a quick
00:00:07 - 00:00:11clip from our last webinar. And in this
00:00:09 - 00:00:12segment, we talked all about why urgent
00:00:11 - 00:00:14care clinics see a big surge in patient
00:00:12 - 00:00:16volume during the fall and winter
00:00:14 - 00:00:18months. Things like flu season, holiday
00:00:16 - 00:00:20stress, insurance changes. We also
00:00:18 - 00:00:21shared why it's important not to just
00:00:20 - 00:00:23coast through the busy season, but to
00:00:21 - 00:00:25double down on your marketing and
00:00:23 - 00:00:27patient engagement. And finally, we
00:00:25 - 00:00:28broke down some practical ad strategies
00:00:27 - 00:00:31for targeting the right patients with
00:00:28 - 00:00:32the right message at the right time. So,
00:00:31 - 00:00:34let's jump in.
00:00:32 - 00:00:36You should see increased patient volume.
00:00:34 - 00:00:37You should start seeing these type
00:00:36 - 00:00:39things coming through. But here, but
00:00:37 - 00:00:41let's just kind of put a bow around it,
00:00:39 - 00:00:43right? So, why is this happening?
00:00:41 - 00:00:45Respiratory season is at its peak. Uh
00:00:43 - 00:00:46you have holiday stress coming up and
00:00:45 - 00:00:48then you have some clinic adjustments
00:00:46 - 00:00:50that are happening as well. Uh when we
00:00:48 - 00:00:52get closer to the new year, you'll have
00:00:50 - 00:00:53insurance changes happening. There's
00:00:52 - 00:00:55some things that go in there or people
00:00:53 - 00:00:56like, "Hey, I want to be healthy again."
00:00:55 - 00:00:59I know you were making the joke, wait
00:00:56 - 00:01:00till January when you see the the gym
00:00:59 - 00:01:02where somebody just shows up.
00:01:00 - 00:01:03Oh, yeah. Especially at Planet Fitness.
00:01:02 - 00:01:05Yeah. Cuz like right now there's like
00:01:03 - 00:01:07eight people when I'm in there is
00:01:05 - 00:01:09nobody. And then um then after the new
00:01:07 - 00:01:11year, we're running into allergy season
00:01:09 - 00:01:14and stuff like that. So you we recognize
00:01:11 - 00:01:16we've seen it for years now. From now
00:01:14 - 00:01:19until March, you guys stay very busy.
00:01:16 - 00:01:21last actually this year, this past year,
00:01:19 - 00:01:22you had a delayed flu season, which was
00:01:21 - 00:01:24interesting because they were like,
00:01:22 - 00:01:26where's all our patients? And then two
00:01:24 - 00:01:28weeks later, there they are. You know,
00:01:26 - 00:01:29it just took a little time for flu to
00:01:28 - 00:01:30show up and we don't know why. It just
00:01:30 - 00:01:34But so we recognize that, right? So we
00:01:32 - 00:01:36fully recognize why this is a busy
00:01:34 - 00:01:38season. Um, and here's the thing, it's
00:01:36 - 00:01:40busy, but don't just float through it.
00:01:38 - 00:01:41Don't just say, "Well, they're coming
00:01:40 - 00:01:43anyway. I don't need to do anything
00:01:41 - 00:01:45different. Just float." Like, don't do
00:01:43 - 00:01:46that because uh the best companies out
00:01:45 - 00:01:48there don't do that. They don't just
00:01:46 - 00:01:49turn off everything and just wait for
00:01:48 - 00:01:52people to show up. It just doesn't work
00:01:49 - 00:01:55that way. Um, I know you want to. So,
00:01:52 - 00:01:57here's my analogy for that. I was kind
00:01:55 - 00:02:00of thinking through like I know you
00:01:57 - 00:02:01understand the importance of hey, we
00:02:00 - 00:02:03have if we have patients coming in, we
00:02:01 - 00:02:05need we should get more patients. But
00:02:03 - 00:02:07here's here's my analogy. So, imagine a
00:02:05 - 00:02:08fisherman. I don't fish. So, I apologize
00:02:07 - 00:02:10for anything I'm about to say. That's
00:02:08 - 00:02:13not that's like Jesus level fish.
00:02:10 - 00:02:14Yeah. Yeah. That's a that's a biblical
00:02:13 - 00:02:16fisherman.
00:02:14 - 00:02:18That's right. Anyway, I thought that was
00:02:16 - 00:02:20funny. So, you have a fisherman, right?
00:02:18 - 00:02:21And they have off seasonasons and peak
00:02:20 - 00:02:22seasons, right? So, they have where
00:02:21 - 00:02:24there's a ton of fish and there's not a
00:02:22 - 00:02:26ton of fish or they're in an area that
00:02:24 - 00:02:28has a lot of fish versus not. So, when
00:02:26 - 00:02:29they cast that net during offseason,
00:02:28 - 00:02:31they pull out the fish, not that many
00:02:29 - 00:02:34fish in that net, right? But when it
00:02:31 - 00:02:37gets to peak season, it's time to do all
00:02:34 - 00:02:39the fishing. Do they cast a smaller net
00:02:37 - 00:02:41knowing that there are more fish down
00:02:39 - 00:02:43there ready to be caught? No. They don't
00:02:41 - 00:02:45cast a smaller net. they cast that big
00:02:43 - 00:02:48net again and they're going to fill the
00:02:45 - 00:02:49net up. So that's the same concept here.
00:02:48 - 00:02:51You shouldn't just say to yourself,
00:02:49 - 00:02:54"Well, there's tons of fish, tons of
00:02:51 - 00:02:56patients out there. I don't need to
00:02:54 - 00:02:57double down on this and just I I think
00:02:56 - 00:03:00they're just going to show up." No. In
00:02:57 - 00:03:01the fisherman world, they're pulling.
00:03:00 - 00:03:02They're doing all that they can. They're
00:03:01 - 00:03:03bringing in more people knowing that
00:03:02 - 00:03:05more fish are coming and they're doing
00:03:03 - 00:03:06all that they can to capture that. And
00:03:05 - 00:03:09that's what I wanted to kind of
00:03:06 - 00:03:11represent to you guys is like don't just
00:03:09 - 00:03:13sit back. Like this is the time to
00:03:11 - 00:03:15shine. like you want to double down on
00:03:13 - 00:03:16these things and we're going to give you
00:03:15 - 00:03:18some strategy that goes with that
00:03:16 - 00:03:20because when it comes to fishing you got
00:03:18 - 00:03:22to find the right spots, right? And so
00:03:20 - 00:03:23we want to tell these are the spots you
00:03:22 - 00:03:24want to go after during this time of the
00:03:23 - 00:03:26year.
00:03:24 - 00:03:26So anyway, that was my quick analogy on
00:03:26 - 00:03:28that.
00:03:26 - 00:03:30Two seconds on this. You can go ahead
00:03:28 - 00:03:32and skip the slide, but um I want to I
00:03:30 - 00:03:34want to just mention um you were talking
00:03:32 - 00:03:36about not pulling back, right? this is a
00:03:34 - 00:03:38great opportunity for you to get in
00:03:36 - 00:03:41front of your your clinic staff and let
00:03:38 - 00:03:44them know this is a season and seasons
00:03:41 - 00:03:47change, right? Um we're going to be
00:03:44 - 00:03:48remembering how busy we were when it
00:03:47 - 00:03:50slows down in the summer.
00:03:48 - 00:03:51So, it's just a season and you need to
00:03:50 - 00:03:53let your staff know that because they
00:03:51 - 00:03:55don't always they don't always
00:03:53 - 00:03:58understand why we're so busy or why am I
00:03:55 - 00:04:00working 12 times harder than I was over
00:03:58 - 00:04:02the summer. um setting the expectations
00:04:00 - 00:04:04going into this type of a season I think
00:04:02 - 00:04:05is crucial to morale. So I just wanted
00:04:04 - 00:04:07to mention that.
00:04:05 - 00:04:09Yeah. And so here's just like a basic
00:04:07 - 00:04:11look, we'll go into more details later
00:04:09 - 00:04:13in this uh presentation, but just like a
00:04:11 - 00:04:14basic thing. September is you're back to
00:04:13 - 00:04:16school already. There's some physicals
00:04:14 - 00:04:18maybe going, maybe some flu shots. Then
00:04:16 - 00:04:20October, you got flu starting to pick up
00:04:18 - 00:04:22a little bit. We joke, but it's real
00:04:20 - 00:04:24Halloween injuries. It's a true thing
00:04:22 - 00:04:27because people act real stupid
00:04:24 - 00:04:28sometimes. RSV stuff like that. Then you
00:04:27 - 00:04:30roll start rolling in the holiday.
00:04:28 - 00:04:31Thanksgiving becomes a thing. There's a
00:04:30 - 00:04:33lot of travel going on. There's a lot of
00:04:31 - 00:04:36families getting together. Starts to
00:04:33 - 00:04:38pick up a little bit. Then you go into
00:04:36 - 00:04:40full-blown December holiday season where
00:04:38 - 00:04:42you not just have, you know, uh family
00:04:40 - 00:04:44things, but you have work parties are
00:04:42 - 00:04:45happening. Just lots of gathering. And
00:04:44 - 00:04:47then we know when people gather, germs
00:04:45 - 00:04:47spread and then sickness becomes a
00:04:47 - 00:04:48thing,
00:04:47 - 00:04:50especially with children.
00:04:48 - 00:04:53And then Yeah. And then alcohol becomes
00:04:50 - 00:04:53a thing. So you act stupid and hurt
00:04:53 - 00:04:55yourself.
00:04:53 - 00:04:56Watch out for those DUIs.
00:04:55 - 00:04:58Yeah. be safe.
00:04:56 - 00:04:59Exactly. Then when we hit January, what
00:04:58 - 00:05:00happens in January? So you have some
00:04:59 - 00:05:01deductible resets. So you have a
00:05:00 - 00:05:03different type of person coming in and
00:05:01 - 00:05:05then you have this that wellness visit.
00:05:03 - 00:05:08Hey, it's a new year. It's a new me. And
00:05:05 - 00:05:10then we start to see flu start picking
00:05:08 - 00:05:12back up and then strap and allergies.
00:05:10 - 00:05:14And boom, here comes the full spring
00:05:12 - 00:05:15with allergies, fever, and all that
00:05:14 - 00:05:16stuff that goes with it. And sports
00:05:15 - 00:05:18injuries coming in. Now you're getting
00:05:16 - 00:05:20ready. All of a sudden, here comes
00:05:18 - 00:05:22summer, the slowdown. So, we see that
00:05:20 - 00:05:24you guys have an onoff switch when it
00:05:22 - 00:05:26comes to the seasonal stuff where you
00:05:24 - 00:05:28have go,
00:05:26 - 00:05:28summer hits, it's like stop, stop, stop
00:05:28 - 00:05:29almost.
00:05:28 - 00:05:30That's right.
00:05:29 - 00:05:32Uh, so you have to hit it while it's
00:05:30 - 00:05:35hot. And so, that's where we're focusing
00:05:32 - 00:05:37on this type stuff. All right. So, we
00:05:35 - 00:05:39love asking questions throughout our
00:05:37 - 00:05:41webinar. We love the interaction. You
00:05:39 - 00:05:43should be seeing it pop up right now on
00:05:41 - 00:05:46your screen. But, month is typically
00:05:43 - 00:05:48your clinic's busiest month. We
00:05:46 - 00:05:49recognize it could change every single
00:05:48 - 00:05:53year, but if you were gonna take a
00:05:49 - 00:05:56guess, which one do you think it was?
00:05:53 - 00:05:57I'm gonna go with February, January,
00:05:56 - 00:05:58February.
00:05:57 - 00:06:01I think J, in my opinion, what we've
00:05:58 - 00:06:03seen, January, February is the time.
00:06:01 - 00:06:04It seems to me like when we get to we're
00:06:03 - 00:06:06we're past all of the holiday
00:06:04 - 00:06:07shenanigans
00:06:06 - 00:06:10and we've slowed down a little bit.
00:06:07 - 00:06:11We've calmed down a little bit and then
00:06:10 - 00:06:13our bodies go into arrest mode, which
00:06:11 - 00:06:13means our immunity goes into arrest
00:06:13 - 00:06:15mode, too.
00:06:13 - 00:06:17Exactly. Exactly. All right. So we
00:06:15 - 00:06:20January. Yep. January, December.
00:06:17 - 00:06:22Absolutely. So we we agree. I think this
00:06:20 - 00:06:24year I think we felt a little bit of
00:06:22 - 00:06:25February, but yeah, January, December,
00:06:24 - 00:06:26it's a hot time for sure.
00:06:25 - 00:06:27That's good.
00:06:26 - 00:06:28Awesome. Well, thank you guys.
00:06:27 - 00:06:28Thanks for sharing that.
00:06:28 - 00:06:29All right, we're going to move on to
00:06:28 - 00:06:31your side.
00:06:29 - 00:06:33So, let's talk about paid ads uh paid ad
00:06:31 - 00:06:35strategy a little bit. Um it it I don't
00:06:33 - 00:06:37think there's any secret that everybody
00:06:35 - 00:06:39on here, if you're not already, you
00:06:37 - 00:06:40should be running Google ads. Um I
00:06:39 - 00:06:43believe that Google is the lifeblood of
00:06:40 - 00:06:44any clinic. I really do believe that. I
00:06:43 - 00:06:47know that we've had people on our on our
00:06:44 - 00:06:49podcasts and webinars in the past,
00:06:47 - 00:06:51they're very into grassroots, but even
00:06:49 - 00:06:52our grassroots folks, as much fun as
00:06:51 - 00:06:54they're having, they will tell you it
00:06:52 - 00:06:56always goes back to Google Ads. That is
00:06:54 - 00:06:57going to drive your volume. So, what we
00:06:56 - 00:07:00want to do is we want to make sure that
00:06:57 - 00:07:03we go from a broad ads focus um to a
00:07:00 - 00:07:04results-based uh kind of like a rifle
00:07:03 - 00:07:06approach. Now, this sounds
00:07:04 - 00:07:08counterintuitive to what you were
00:07:06 - 00:07:09talking about casting your net bigger
00:07:08 - 00:07:12um but I'm going to speak to it in just
00:07:09 - 00:07:14a little different way. When we start
00:07:12 - 00:07:16start talking about specific targeting
00:07:14 - 00:07:18gives a higher relevance, what we're
00:07:16 - 00:07:20talking about is making sure that your
00:07:18 - 00:07:22ads are focused on the people that you
00:07:20 - 00:07:24want to attract to your clinic. Um, the
00:07:22 - 00:07:26worst thing that you can tell yourself
00:07:24 - 00:07:27is that we serve everybody.
00:07:26 - 00:07:29That's the worst thing that you can tell
00:07:27 - 00:07:30because if you speak to everybody,
00:07:29 - 00:07:33you're speaking to no one.
00:07:30 - 00:07:33And Google loves it when you speak to
00:07:33 - 00:07:35everybody
00:07:33 - 00:07:36and it starts making suggestions for
00:07:35 - 00:07:39people you know.
00:07:36 - 00:07:41It'll tell It'll tell you all kinds. We
00:07:39 - 00:07:42We were I want to quit. Here we go. the
00:07:41 - 00:07:44little sound, right? Story time with
00:07:42 - 00:07:47Thank you, Michael. Um, we've recently
00:07:44 - 00:07:49had a a a clinic that wanted to get in
00:07:47 - 00:07:51and play with their own ads account
00:07:49 - 00:07:52or had the Google Ads expert reach out
00:07:51 - 00:07:54to them and they said yes.
00:07:52 - 00:07:56Yeah. Right. Uh, and they started
00:07:54 - 00:07:57running what's called PMAX. And I'm not
00:07:56 - 00:07:58going to get into what that is, but
00:07:57 - 00:08:00here's what it did.
00:07:58 - 00:08:01It started talking to everybody and they
00:08:00 - 00:08:02started So, an urgent care clinic
00:08:01 - 00:08:04started talking. Give me some of the
00:08:02 - 00:08:05categories that they started showing up
00:08:05 - 00:08:09Yeah. So, a lot of it, the worst one to
00:08:07 - 00:08:11me was termination. Okay. the
00:08:09 - 00:08:13termination clinic, which is kind of
00:08:11 - 00:08:16awful to think about, but then they were
00:08:13 - 00:08:18showing up for just random stuff that
00:08:16 - 00:08:18was like remotely health related, but
00:08:18 - 00:08:20not really
00:08:18 - 00:08:21like kids psychiatry.
00:08:20 - 00:08:22Yeah. Like that's health, but that's not
00:08:21 - 00:08:23urgent care.
00:08:22 - 00:08:25Yeah. I mean, it was taking anything
00:08:23 - 00:08:27that even resembled healthcare
00:08:25 - 00:08:29that would get a click
00:08:27 - 00:08:31and it would spend their money and they
00:08:29 - 00:08:33were unable to serve that. And so when
00:08:31 - 00:08:35we talk about casting a wider net, yes,
00:08:33 - 00:08:36that's true. But we're also talking
00:08:35 - 00:08:39about casting a wider net in the pond
00:08:36 - 00:08:39you want to fish in. Exactly. The right
00:08:39 - 00:08:42areas,
00:08:39 - 00:08:44right? So, um I want you to pay
00:08:42 - 00:08:45attention to that. In the summer, you
00:08:44 - 00:08:48have to broaden. We talk about that all
00:08:45 - 00:08:50the time. In the winter or going into
00:08:48 - 00:08:52these fall and winter months, you have
00:08:50 - 00:08:53to be a little bit more targeted. I like
00:08:52 - 00:08:55to say it this way because we're talking
00:08:53 - 00:08:57about timely messages equals higher
00:08:55 - 00:09:00conversion. What that means to me is
00:08:57 - 00:09:02saying the right thing at the right time
00:09:00 - 00:09:04to the right person in the right way.
00:09:02 - 00:09:06All right? And I'll give you an example
00:09:04 - 00:09:08of that here here in just a minute. But
00:09:06 - 00:09:10if they're on Google and they're
00:09:08 - 00:09:11searching for RSV,
00:09:10 - 00:09:14then you want to make sure that you
00:09:11 - 00:09:17drive them to the right message. Hey,
00:09:14 - 00:09:19are you struggling with RSV? We can help
00:09:17 - 00:09:21you get through that process. We can
00:09:19 - 00:09:23help you uh get over that. We can Right.
00:09:21 - 00:09:26So, like we can give you the message for
00:09:23 - 00:09:27your clinic to talk specifically to that
00:09:26 - 00:09:29rather than just saying urgent care
00:09:27 - 00:09:31clinic near me.
00:09:29 - 00:09:32Yeah. You because that's what everybody
00:09:31 - 00:09:35else is doing. Right now, we're
00:09:32 - 00:09:37specifically talking to that keyword
00:09:35 - 00:09:39search of RSV or sexually transmitted
00:09:37 - 00:09:41disease or upper respir upper
00:09:39 - 00:09:43respiratory, which probably the same
00:09:41 - 00:09:44thing, but anyway, um we want to make
00:09:43 - 00:09:46sure that we're getting the right
00:09:44 - 00:09:48message. Now, we need to talk to them
00:09:46 - 00:09:50where they are. Who are we talking to?
00:09:48 - 00:09:52Are we talking to families with kids?
00:09:50 - 00:09:55Are we talking to high-risisk seniors?
00:09:52 - 00:09:59Are we talking to people like uh my
00:09:55 - 00:10:00in-laws go down to uh the beach
00:09:59 - 00:10:01uh during the winter, they call them
00:10:00 - 00:10:02snowbirds. we go down during
00:10:01 - 00:10:03Thanksgiving.
00:10:02 - 00:10:04So, you know what I'm talking about,
00:10:03 - 00:10:06right? They're not getting in the water,
00:10:04 - 00:10:07but I I still need to talk to those
00:10:06 - 00:10:09people because they don't live there.
00:10:07 - 00:10:10So, are they traveling,
00:10:09 - 00:10:13right? Those kind of situations.
00:10:10 - 00:10:14I mean, uh, two years because we've been
00:10:13 - 00:10:17going down to the beach for Thanksgiving
00:10:14 - 00:10:17for the past six, seven years at this
00:10:17 - 00:10:18point,
00:10:17 - 00:10:20right?
00:10:18 - 00:10:22And, uh, two years ago, we went down and
00:10:20 - 00:10:24our my daughter got sick. She was four
00:10:22 - 00:10:26at the time. So, what did we do? I was
00:10:24 - 00:10:29like, I'm going to search, you know,
00:10:26 - 00:10:31pediatric urgent care near me. Boom. or
00:10:29 - 00:10:33like it's very specifically about my
00:10:31 - 00:10:34child and then there's one two miles
00:10:33 - 00:10:35away, right?
00:10:34 - 00:10:37And I was like, "All right, here we go.
00:10:35 - 00:10:39I'm going to get my like I knew all the
00:10:37 - 00:10:40things, right?" Like I was like, "Man, I
00:10:39 - 00:10:40could help them on a couple of these
00:10:40 - 00:10:42things."
00:10:40 - 00:10:42I know, right? You almost would say,
00:10:42 - 00:10:43"Hey,
00:10:42 - 00:10:45because then I'm like sitting there in
00:10:43 - 00:10:47the in the waiting room like this isn't
00:10:45 - 00:10:49bad." Yeah. And I'm like, "Wait, could
00:10:47 - 00:10:51they make this adjust?" Anyway, I
00:10:49 - 00:10:53started analyzing the urgent care and
00:10:51 - 00:10:55you can't now can't not do it.
00:10:53 - 00:10:58Yeah. Right. Um, and then you want to
00:10:55 - 00:11:00not only talk to the people that you
00:10:58 - 00:11:03need to talk to, like am I talking to a
00:11:00 - 00:11:04mom who's bringing her kids in uh with
00:11:03 - 00:11:06the sniffles or something like that,
00:11:04 - 00:11:07then I want to start talking about uh
00:11:06 - 00:11:10what kind of offers are we going to
00:11:07 - 00:11:12make? Do you already offer um a free flu
00:11:10 - 00:11:14shot? I know a lot of the uh CVS's and
00:11:12 - 00:11:15Walgreens or they may not do it for
00:11:14 - 00:11:18free, but they'll do it for 20 bucks.
00:11:15 - 00:11:19Are you are you looking at what um the
00:11:18 - 00:11:21big chains are doing and are you
00:11:19 - 00:11:23matching their offer so that you have a
00:11:21 - 00:11:27shot?
00:11:23 - 00:11:29There you go. Here all day. Um a as far
00:11:27 - 00:11:31as uh the next line there, it says book
00:11:29 - 00:11:35by X date, school or wellness visits,
00:11:31 - 00:11:37right? Um going back in after after
00:11:35 - 00:11:38you're out for the holiday, right? Uh
00:11:37 - 00:11:40kids will be going back to school. Well,
00:11:38 - 00:11:42they need to book by X date to get this
00:11:40 - 00:11:45offer. You can put that into an ad. Um,
00:11:42 - 00:11:47and then please make sure that you have
00:11:45 - 00:11:49your holiday hours conveniently located
00:11:47 - 00:11:51because people are going to want to know
00:11:49 - 00:11:53if you're open on Christmas Eve, New
00:11:51 - 00:11:54Year's Day, uh, Thanksgiving.
00:11:53 - 00:11:55Yeah. I mean, um, like you need to do
00:11:54 - 00:11:56that.
00:11:55 - 00:11:58And just putting that out there, make it
00:11:56 - 00:11:59this sounds so simple, right? But like
00:11:58 - 00:12:02making sure you actually post on your
00:11:59 - 00:12:04clinic's website physically that your
00:12:02 - 00:12:05business profile,
00:12:04 - 00:12:07social media announcements,
00:12:05 - 00:12:08announcements, because
00:12:07 - 00:12:10it's going to matter that one moment
00:12:08 - 00:12:12where they're waking up Christmas
00:12:10 - 00:12:14morning. Oh, the so and so's just threw
00:12:12 - 00:12:15up. They need to go to the doctor. I
00:12:14 - 00:12:17said, "Wait, I remember." Yeah, I think
00:12:15 - 00:12:19they're open. Let me go check because if
00:12:17 - 00:12:21it doesn't show open, like, I'm moving
00:12:19 - 00:12:22on. Right. Right. Uh, and for those out
00:12:21 - 00:12:24there that run your Google business
00:12:22 - 00:12:26profile, you've you're getting that
00:12:24 - 00:12:27email that says update your holiday
00:12:26 - 00:12:30hours. You should probably do that.
00:12:27 - 00:12:31That's right. Yep. And and I know our
00:12:30 - 00:12:33team uh to our client sends out a
00:12:31 - 00:12:33message just requesting your holiday
00:12:33 - 00:12:34hours.
00:12:33 - 00:12:36Yeah, exactly.
00:12:34 - 00:12:40Um I I I will say this. I was having a
00:12:36 - 00:12:41conversation with uh uh Allan uh with
00:12:40 - 00:12:42Experity. Well, it's not Experity, it's
00:12:41 - 00:12:43it's uh
00:12:42 - 00:12:45urgent care consultants.
00:12:43 - 00:12:48Urgent Care Consultants. Thank you. Um
00:12:45 - 00:12:51and we we were talking about how the
00:12:48 - 00:12:53first time they come to you a patient,
00:12:51 - 00:12:53they're not your patient, they're your
00:12:53 - 00:12:54opportunity.
00:12:54 - 00:12:58Right. The second time they come to you,
00:12:56 - 00:13:00that's when they're now your patient.
00:12:58 - 00:13:02Why do I bring that up? Well, you may
00:13:00 - 00:13:03never get that first time if they think
00:13:02 - 00:13:04you're open and you show up and you're
00:13:03 - 00:13:06not. I had that happen to me the other
00:13:04 - 00:13:08day that wasn't medical related. Yeah.
00:13:06 - 00:13:11I showed up
00:13:08 - 00:13:13and I was so frustrated because I had
00:13:11 - 00:13:14made decisions. Well, it was around
00:13:13 - 00:13:16flight planning. So, anyway, that the
00:13:14 - 00:13:17the grill on the field was supposed to
00:13:16 - 00:13:18be open.
00:13:17 - 00:13:18The Grill on the Field. That's a great
00:13:18 - 00:13:19name.
00:13:18 - 00:13:20You know what I'm talking about. Oh,
00:13:19 - 00:13:23that is a good name.
00:13:20 - 00:13:23The Grill on the Field. Sorry, Michael
00:13:23 - 00:13:28Whoops. You know, the entrepreneur in me
00:13:25 - 00:13:30is the budding entrepreneur. Um, anyway,
00:13:28 - 00:13:32we we were flying somewhere to go meet a
00:13:30 - 00:13:34potential client. Yeah. And I
00:13:32 - 00:13:35specifically planned my entire route
00:13:34 - 00:13:37around stopping at this airport because
00:13:35 - 00:13:38it was the only one on Google that said
00:13:37 - 00:13:40it was going to be open when we were
00:13:38 - 00:13:41there. We get there. Ah, they're here
00:13:40 - 00:13:42when they were here.
00:13:41 - 00:13:43Yeah, they were.
00:13:42 - 00:13:44And uh I was like, "Well, dang it. I was
00:13:43 - 00:13:46hoping to give you an experience. Not
00:13:44 - 00:13:48you, but you and Grace, an experience."
00:13:46 - 00:13:50But the point is is uh they've now lost
00:13:48 - 00:13:51me. We went to another airport
00:13:50 - 00:13:51completely.
00:13:51 - 00:13:52Yeah.
00:13:51 - 00:13:54Because
00:13:52 - 00:13:54we knew that it would be a hit or miss
00:13:54 - 00:13:56if we went to that.
00:13:54 - 00:13:57It was inaccurate. So they lost me as as
00:13:56 - 00:13:57a as a customer.
00:13:57 - 00:13:59Yeah.
00:13:57 - 00:14:01So, and I spent a lot of money in gas
00:13:59 - 00:14:03there. Um, all right. Uh, match your
00:14:01 - 00:14:04campaigns to the season, right?
00:14:03 - 00:14:06Obviously, we've already talked about
00:14:04 - 00:14:07the content calendar, but there's flu
00:14:06 - 00:14:09shot, there's holiday travel, there's
00:14:07 - 00:14:11we're open for the holidays, new year,
00:14:09 - 00:14:12health kicks, winter sick promos, all of
00:14:11 - 00:14:14these different things. Again, you'll
00:14:12 - 00:14:16get a download of this, but what I like
00:14:14 - 00:14:17to do is take the person that we're
00:14:16 - 00:14:18talking to
00:14:17 - 00:14:20with the keyword,
00:14:18 - 00:14:22the content, and then we send it to a
00:14:20 - 00:14:24dedicated landing page. This is one of
00:14:22 - 00:14:26our clients, urgy clinic. So, when we're
00:14:24 - 00:14:27talking cold and flu, we don't send them
00:14:26 - 00:14:29directly to their website. We talk to
00:14:27 - 00:14:32them about what that keyword search was
00:14:29 - 00:14:33for. Hey, I've got the flu.
00:14:32 - 00:14:35Book your urgent care appointment. Then
00:14:33 - 00:14:37we send it here. They can check in. They
00:14:35 - 00:14:40can call. But all of the content on this
00:14:37 - 00:14:43landing page is 100% focused on cold and
00:14:40 - 00:14:44flu treatment in Bridgewater, Illinois.
00:14:43 - 00:14:45Bridge view, sorry.
00:14:44 - 00:14:47And and it helps with the ad experience
00:14:45 - 00:14:50that Google likes to reward you on, but
00:14:47 - 00:14:52also gives people confidence. And
00:14:50 - 00:14:54there's the best part. You can pre-build
00:14:52 - 00:14:56all of this. You can have this
00:14:54 - 00:14:58pre-built. Like when we start a cl a new
00:14:56 - 00:15:00client, we pre-build all these things
00:14:58 - 00:15:01because we know it's an onoff switch
00:15:00 - 00:15:02throughout the year.
00:15:01 - 00:15:03Well, let me go back. This is what we
00:15:02 - 00:15:05base it off of.
00:15:03 - 00:15:07Yeah. I mean, essentially like onoff
00:15:05 - 00:15:09switch throughout the year for different
00:15:07 - 00:15:10things and then we're always
00:15:09 - 00:15:11communicating with the client like what
00:15:10 - 00:15:12you got any offers you want to put out
00:15:11 - 00:15:14there.
00:15:12 - 00:15:16But u also side note, Urgent Clinic has
00:15:14 - 00:15:18one of the most beautiful urgent cares
00:15:16 - 00:15:19we've ever seen inside. You can't see it
00:15:18 - 00:15:20here, but it is.
00:15:19 - 00:15:21I do recommend you go to their website
00:15:20 - 00:15:22and just look at it.
00:15:21 - 00:15:23It's gorgeous.
00:15:22 - 00:15:25Yeah, it's it's a great facility. It's a
00:15:23 - 00:15:27great team. the good people.
00:15:25 - 00:15:29We enjoy working with them a lot. The
00:15:27 - 00:15:31point is is is you don't have to do what
00:15:29 - 00:15:33we do from the standpoint of using a
00:15:31 - 00:15:35software to build a landing page. But
00:15:33 - 00:15:37you can when you're using uh your Google
00:15:35 - 00:15:39ads, if you're running them yourself,
00:15:37 - 00:15:41um you can use their extensions. I think
00:15:39 - 00:15:43it's called something different now.
00:15:41 - 00:15:45Site links is what I'm talking about.
00:15:43 - 00:15:48And so if you're going to run a keyword
00:15:45 - 00:15:49for cold and flu, you use the site link
00:15:48 - 00:15:51inside of Google Ads to send them to
00:15:49 - 00:15:53your cold and flu page and make sure
00:15:51 - 00:15:55that your cold and flu page has a
00:15:53 - 00:15:57check-in or a save your spot online or
00:15:55 - 00:15:59schedule your visit. Make sure that uh
00:15:57 - 00:16:01call to action is very sticky. Okay. Um
00:15:59 - 00:16:02so let me ask the question, which
00:16:01 - 00:16:04platform has brought you the most
00:16:02 - 00:16:07patience this year? I think I know the
00:16:04 - 00:16:07answer.
00:16:08 - 00:16:11I swear we got to get some fake Jeopardy
00:16:10 - 00:16:12music.
00:16:11 - 00:16:13I know. Anyway,
00:16:12 - 00:16:15yeah, I
00:16:13 - 00:16:16load onto the soundboard.
00:16:15 - 00:16:19I know the answer to this. In my
00:16:16 - 00:16:22opinion, it's going to be Google Ads or
00:16:19 - 00:16:23it could be also uh local SEO, but
00:16:22 - 00:16:24or don't know.
00:16:23 - 00:16:26Yeah, I love it.
00:16:24 - 00:16:26Uh if you're not tracking, uh call us.
00:16:26 - 00:16:28We'll help you out.
00:16:26 - 00:16:29Yeah, don't know is real.
00:16:28 - 00:16:32Um so, Google Ads, Facebook and
00:16:29 - 00:16:32Instagram, local SEO, word of mouth, or
00:16:32 - 00:16:34you don't know.
00:16:32 - 00:16:36And we'll give it just a second longer.
00:16:34 - 00:16:37Thank you very much. Google Ads
00:16:36 - 00:16:39got me at all.
00:16:37 - 00:16:40Yeah, Google Ads, it works. We recognize
00:16:39 - 00:16:42it works.
00:16:40 - 00:16:44Uh we we love it. We do more than Google
00:16:42 - 00:16:46Ads, but we fully recognize like we even
00:16:44 - 00:16:48if you even look at our packages, we
00:16:46 - 00:16:49always say start with Google Ads and
00:16:48 - 00:16:51work your way up because it's going to
00:16:49 - 00:16:53get you the biggest bang for your buck
00:16:51 - 00:16:55and get you moving quickly. So,
00:16:53 - 00:16:57authority building equals local trust.
00:16:55 - 00:16:58This will sound
00:16:57 - 00:17:00like a lot of this, this will sound
00:16:58 - 00:17:03like, yeah, duh. But here's the thing or
00:17:00 - 00:17:04common sense. If you don't make a a
00:17:03 - 00:17:05concerted effort toward it, if you don't
00:17:04 - 00:17:08make be intentional about it, you're
00:17:05 - 00:17:10just going to pass right on by. Uh, so
00:17:08 - 00:17:12let's talk about that real quick. So a
00:17:10 - 00:17:13couple of things first. So one things
00:17:12 - 00:17:15you can build trust through every single
00:17:13 - 00:17:17day is through education. Showing the
00:17:15 - 00:17:19value before you even meet the patient,
00:17:17 - 00:17:20right? So like us right now, we're
00:17:19 - 00:17:22creating trust through the education
00:17:20 - 00:17:24through a webinar. Not saying you go do
00:17:22 - 00:17:26webinars for people, but the idea is
00:17:24 - 00:17:27that there's a trust factor. When your
00:17:26 - 00:17:29trust is high, you're going to make the
00:17:27 - 00:17:31extra effort to work with them if you
00:17:29 - 00:17:32can. So uh same thing with patients. If
00:17:31 - 00:17:34they already have a trust with you, but
00:17:32 - 00:17:35they've never actually met you or walked
00:17:34 - 00:17:37into your clinic before, well, that's
00:17:35 - 00:17:39awesome. And you can do that through
00:17:37 - 00:17:40some education. Other things that work
00:17:39 - 00:17:42out too is your visibility, showing up
00:17:40 - 00:17:43where the community is actually showing
00:17:42 - 00:17:46up. And that could be some of your
00:17:43 - 00:17:47grassroots efforts. I know for some of
00:17:46 - 00:17:49you like, I don't have time for
00:17:47 - 00:17:50grassroots. Well, you have to make time
00:17:49 - 00:17:52for grassroots. Just like anything else
00:17:50 - 00:17:55in this world, you have to make time for
00:17:52 - 00:17:58it. Be consistent with it. Uh and and
00:17:55 - 00:17:59plan a place where I saw an urgent care
00:17:58 - 00:18:01one time that I thought was great. We're
00:17:59 - 00:18:05just talking about grassroots. Here in
00:18:01 - 00:18:06Birmingham, they have the uh um what is
00:18:05 - 00:18:08that craft thing that they do at the
00:18:06 - 00:18:09BJCC that has all the Christmas vendors?
00:18:08 - 00:18:11Oh, Christmas in July.
00:18:09 - 00:18:11Yeah. A AFC had a booth set up there one
00:18:11 - 00:18:12time.
00:18:11 - 00:18:14Yeah, they did.
00:18:12 - 00:18:15Um but it but it was super cool. They
00:18:14 - 00:18:17had it dressed up nice. It looked good.
00:18:15 - 00:18:18It was all on brand, but they were in
00:18:17 - 00:18:20the community where people
00:18:18 - 00:18:22They were specifically in the community
00:18:20 - 00:18:25where moms go. Yeah.
00:18:22 - 00:18:26Not trying to push judgment, but it was
00:18:25 - 00:18:27a crafting event.
00:18:26 - 00:18:28Christmas village. Thank you.
00:18:27 - 00:18:28Christmas village. I got what it was
00:18:28 - 00:18:30called.
00:18:28 - 00:18:31Christmas village. My wife loves
00:18:30 - 00:18:31Christmas village.
00:18:31 - 00:18:33So does mine.
00:18:31 - 00:18:34And so but cost me a fortune.
00:18:33 - 00:18:36And I bet if I walked in there, most of
00:18:34 - 00:18:37them are female. Most of them probably
00:18:36 - 00:18:39have children. Their probably children
00:18:37 - 00:18:41are with them at that point.
00:18:39 - 00:18:42But yeah, it makes total sense to go in
00:18:41 - 00:18:44there. So if you have a big push, you
00:18:42 - 00:18:45want to do like pediatric stuff. Duh.
00:18:44 - 00:18:46That's a great event to go to,
00:18:45 - 00:18:47right?
00:18:46 - 00:18:48Uh and that's the thing. You have to go
00:18:47 - 00:18:50where the people are. I know it sounds
00:18:48 - 00:18:50kind of funny, but you do at the end of
00:18:50 - 00:18:51the day.
00:18:50 - 00:18:52That's your grassroots.
00:18:51 - 00:18:53It is.
00:18:52 - 00:18:54That's right. Especially during the
00:18:53 - 00:18:56holidays. You know, there's an
00:18:54 - 00:18:57Oktoberfest coming up.
00:18:56 - 00:18:59Does your community have an October
00:18:57 - 00:19:00Fest? It's going to be riddled with
00:18:59 - 00:19:02beer, which means people are going to
00:19:00 - 00:19:03trip and fall and scrape their elbow and
00:19:02 - 00:19:03you can be right there to put a band-aid
00:19:03 - 00:19:08and you can slip in some puns too,
00:19:05 - 00:19:09right? So, anything that's just have fun
00:19:08 - 00:19:11because they're going to chuckle. Say,
00:19:09 - 00:19:12"Yeah, you're probably right. I fell and
00:19:11 - 00:19:14all this stuff." Anyway, and then
00:19:12 - 00:19:16another thing is too being consistent.
00:19:14 - 00:19:18That's huge because I mean, not only I
00:19:16 - 00:19:20could say being consistent from the
00:19:18 - 00:19:22community side, just about anything when
00:19:20 - 00:19:24it comes to marketing or a business in
00:19:22 - 00:19:26general. If you're not consistent,
00:19:24 - 00:19:28they're not going to remember you. And
00:19:26 - 00:19:30we talk about uh we at a recent webinar
00:19:28 - 00:19:32we talked about branding. Well, branding
00:19:30 - 00:19:33is all about the consistent experience.
00:19:32 - 00:19:35Same thing here. Are you putting out a
00:19:33 - 00:19:37consistent message? Are you consistently
00:19:35 - 00:19:40in front of them? I know it's not cheap.
00:19:37 - 00:19:42I know it takes time, but over time it
00:19:40 - 00:19:43makes the difference. And so, but you
00:19:42 - 00:19:45have to be very consistent. Even
00:19:43 - 00:19:47ourselves right now, we have a monthly
00:19:45 - 00:19:49webinar that we give you guys and
00:19:47 - 00:19:51there's an expectation that goes with it
00:19:49 - 00:19:53now. So, like we're going to show up at
00:19:51 - 00:19:54this time and go do something for you.
00:19:53 - 00:19:56Just a quick shout out to you said that.
00:19:54 - 00:19:57I want to thank everybody for
00:19:56 - 00:19:58consistently uh showing up to our
00:19:57 - 00:20:01webinars or at least watching the
00:19:58 - 00:20:01replay. We're 12 out of 12 now.
00:20:01 - 00:20:03Yeah.
00:20:01 - 00:20:04For for 12 months in a row. So for us
00:20:03 - 00:20:06that's kind of a big deal because
00:20:04 - 00:20:07it is because we didn't want to do it.
00:20:06 - 00:20:09Yeah.
00:20:07 - 00:20:10Some other things too. So here's some
00:20:09 - 00:20:11ideas that go behind this like I don't
00:20:10 - 00:20:14know where to start with the education
00:20:11 - 00:20:16side. Here's some basic ones. Can you
00:20:14 - 00:20:17give out guides related to flu, cold or
00:20:16 - 00:20:19COVID? One of the things that's not on
00:20:17 - 00:20:21here but Hannah threw in there is
00:20:19 - 00:20:24educating the difference between between
00:20:21 - 00:20:25an ER and an emergency. Uh, I'm sorry.
00:20:24 - 00:20:27Urgent care and emergency department,
00:20:25 - 00:20:28right? What's the difference there?
00:20:27 - 00:20:31Because that's a big question mark,
00:20:28 - 00:20:33right? We we talk, we know, you know,
00:20:31 - 00:20:34that what an ER is really meant for and
00:20:33 - 00:20:37what urgent care is really meant for,
00:20:34 - 00:20:39but there's lots of people just assume
00:20:37 - 00:20:41ER is the only way to go. And there's a
00:20:39 - 00:20:43lot of things an urgent care can do. So,
00:20:41 - 00:20:46educating on that, uh, putting out
00:20:43 - 00:20:48reminders, here's some Q&A information,
00:20:46 - 00:20:49here's some preventative care tips. I
00:20:48 - 00:20:52know you probably see things like, well,
00:20:49 - 00:20:53do do people care? Some some do. At the
00:20:52 - 00:20:55end of the day, there are a handful that
00:20:53 - 00:20:56do. And then if you were going to ask,
00:20:55 - 00:20:58I'm going to build out some education.
00:20:56 - 00:20:59How should I structure it? So, we talk
00:20:58 - 00:21:01about the tea method, which is the they
00:20:59 - 00:21:03ask you answer. We also talk about story
00:21:01 - 00:21:05brand where you're answering questions
00:21:03 - 00:21:07that makes the patient the hero, not the
00:21:05 - 00:21:08urgent care the hero. Uh we have a whole
00:21:07 - 00:21:11webinar based on that. Go check it out
00:21:08 - 00:21:13on that detail like 45 minutes talking
00:21:11 - 00:21:15about that. But, uh the they ask you
00:21:13 - 00:21:16answer site. So, what are they care what
00:21:15 - 00:21:18do they care about? Can you answer those
00:21:16 - 00:21:19questions? And you answer it on your
00:21:18 - 00:21:21website consistently. You can do some
00:21:19 - 00:21:23printouts of that and like I share like
00:21:21 - 00:21:25going through social posts on that and
00:21:23 - 00:21:28you're being consistent with your
00:21:25 - 00:21:30messaging and it once again you may not
00:21:28 - 00:21:33see like great stats that may follow
00:21:30 - 00:21:35with lots of likes or interactions but
00:21:33 - 00:21:37people are seeing things. Hey, I hope
00:21:35 - 00:21:39you enjoyed that episode. We're always
00:21:37 - 00:21:41trying to help you take your clinics to
00:21:39 - 00:21:43the next level and there should have
00:21:41 - 00:21:44been lots of nuggets in there for you to
00:21:43 - 00:21:46be able to take back to your clinic and
00:21:44 - 00:21:48put into practice. As always, we're here
00:21:46 - 00:21:50to help you get more patients, deliver
00:21:48 - 00:21:52better care, get repeat visits, and
00:21:50 - 00:21:54scale your clinics. Our only ask is that
00:21:52 - 00:21:56you leave us a review and subscribe to
00:21:54 - 00:21:57our YouTube channel if you're watching
00:21:56 - 00:21:59on YouTube. And we thank you for
00:21:57 - 00:22:02watching, and we hope to see you next
00:21:59 - 00:22:08week. Talk to you soon.
00:22:02 - 00:22:08[Music]