Ep. 125: They Ask, You Answer – Interview with Devon McCarty from IMPACT

Patient Care Marketing Pros (00:01) What's going on everybody. Welcome back to another episode of Walk-Ins Welcome with Nick and Michael. We have a very special guest today. As always, we're here to help you expand your clinic out. We want you to get more patients. We want you to deliver better care. We want you to grow through repeat visits and scale. That is what we're all about. Yeah. Michael, we have a guest today, man. What's happening? We do have a guest today. And it's really cool because we've been talking about, they ask you answer for a little bit on the podcast. You know, I'm in love with it. And then. we actually have somebody from there on today, which is really cool because that doesn't happen very often. So we're super excited, but we have Devin McCarty, not Devon. That's the joke right now prior to this, but it's Devin McCarty. There's a little bit of internal who spells their name right. More to come. Yeah. If you want to become a client of ours, you would figure out the internal joke. But anyway, he is with Impact, which is part of the, they ask you answer people. He started back there in 2021, but before that he was an inbound video marketer. Devon McCarty (00:43) Yeah. Patient Care Marketing Pros (00:55) a broadcast journalist, and he is a Marine veteran. So thank you for your service and thank you for being on the podcast today, Devin. Devin, say hello to the walk-ins. Welcome audience and tell us one thing about you that nobody else knows. Devon McCarty (01:01) Yeah, probably will. Sure, so what's going on everybody? Something that nobody else knows. I recently figured out that where I, I only thought I had a couple of siblings. I actually just found out I have a bunch of secret siblings. I have about 12 or 14 half siblings that I just found out about. So my family dynamic just got huge. I think my Christmas this year is gonna be incredible. So we'll see what happens with that next. Patient Care Marketing Pros (01:18) Oh. So, so we have a weird connect. Unbelievable. The, we have an employee that has a secret sister that she found out about a couple of years ago. So I might ask, how are you doing with that? Are you okay? Yeah. It kind of took her by surprise. Devon McCarty (01:43) It was a lot. It was a little bit of like, what does that mean? Because now it's like we're this Percy Jackson kind of half blood family relation dynamic. So I don't know if we're gonna sort ourselves in the houses. I don't know what we're gonna do next. But I think we just got to figure out what is this new rag tag bus station group of people that are now my siblings. Patient Care Marketing Pros (01:51) Hahaha That's you're the one who brought it up. What house are you going to sort into? You did this to yourself. Devon McCarty (02:05) Yeah, it's not been dark. I think we're going full Slytherin. Let's just go dark side on. Patient Care Marketing Pros (02:07) There you go. There you go. You know, it's funny, uh, as, as middle-aged obvious as I am, I played that Hogwarts game and I got sorted into slither. Absolutely nothing to do with this episode. Well, we already got sidetracked. All right. Well, listen, let me, let me tell a little bit of backstory, um, on how Devin and I got connected. So as, as all of, you know, I've been preaching, they ask you answer. Marcus Sheridan, I've told you all to go get the book. Devon McCarty (02:16) Absolutely. Patient Care Marketing Pros (02:32) And we did an episode and it got shared on LinkedIn and Marcus Sheridan actually had reached out and just said, Hey, thanks for, thanks for, you know, talking to us up. And then we got connected with Devin on the Impact team, which is part of Marcus Sheridan's team. And we had a great conversation and that's what brought Devin on board. He is an expert in the, they ask you answer formula. And we kind of have a couple of topics that we're going to go through. It's going to break into two different sections. We're going to talk about SEO and lead generation, and then we're going to talk about recruiting. So Devin, kick us off with just kind of a 10,000 foot view. What is the ask you answer from your perspective? Devon McCarty (03:08) Hmm, I love that question. So how it plays out for me is that this is a, like a business framework that's focused on obsessing over your buyer, your customer. Whoever the person is in your world that you have to help. Doesn't matter what that person actually does, but whoever your job is to help, they ask you, answer, is the obsession over the fears, worries, concerns, and issues, and friction that exists around that person? So how do we really figure out what questions are asking, what frustrations they feel, what places they wanna be that they can't get to, and how can we really create a bunch of content around those pain points, those frictional points, to make it better of an experience for them, help them understand more stuff, help them get clear on what they need to understand, help them really figure out if they're a good fit or a bad fit. More than that, what they need to watch out for. This is a system that's built on helping establish companies and turn them into these incredibly helpful. Trust building media entities that lead through education with video articles and other digital techniques just to make it better for the people in their lives. Patient Care Marketing Pros (04:12) Man, I love that so much. It almost is like you're becoming the best known, fill in the blank service provider in your, in your area or in your space. So, you know, from a pure urgent care, like how does somebody become, and I'm getting, I'm asking you this question. How does somebody become the best known urgent care in Seattle, Washington, for example, Devon McCarty (04:33) Sure. So I would really start by figuring out what do you want to be the best at? Like specifically, a bunch of different competitors do similar things, but what is specific to you? What is your approach? What is your technique? What is your staffing capabilities? What is your code of ethics? What are the things that make you unique first? And then who's a best fit to get help from you? Once you've got that clarity, then I would say, what do people know about you right now? If you run a Google search, about your business, about your solutions, about your people, do you pop up at all? And should you, for the things that you're searching for? After you figure that stuff out, who are you? What do you wanna do? What type of business do you wanna work? Who's your audience that you're going after? Then really, if you pay attention to what everybody else is talking about right now with the way that the internet is tracking information, I would ask you, do you have any digital footprint whatsoever? Is there any way for people to learn about you other than just reading the services page on your website? If that's a no, that's an ask too. Is that something that's interesting to you? Do you as a business owner, do you as a doctor, as a provider, as a whatever you are, do you actually care enough about your industry that you want to educate it? Because if not, this framework does not work for you. This is an agreed based system. It does not work like that. The lack of authenticity is a real problem, but how this works great for somebody that's in Seattle. Patient Care Marketing Pros (05:50) Right. Devon McCarty (05:56) is somebody that really does focus on, here's how I wanna take care of the people that are in my ecosystem. Here's exactly how I've built this process to do it. And I wanna start educating on what this world looks like. Here are the different types of care. Here's how you can vet quality care. Here's what I would wish you would ask before saying yes to any provider. That type of transparency, that type of like obsession over help, those are the things that are gonna stand out. Those are the things that are gonna start to have you show up in search. because as somebody's looking for something that's scary, I need help and they don't know what kind of help they need. They don't know if they're gonna get screwed over or they get told by other people that they're probably gonna get screwed over. When they find something that they actually need help with and you've provided it to them, you automatically start building trust with them. And they wanna learn a little bit more about you because if they can learn something from you, if they can get help from you here and they just now figured out what the problem is, they're probably gonna start spending more time with you. What else are they gonna help me understand? What else are they gonna keep me safe from? So as you're trying to build your thing, I would really challenge, what do you want? Is it just making a big brand presence that you wanna have as many eyeballs on you as possible? Or are you legitimately trying to differentiate yourself from your peers and competitors by going, here's how we go to market. Here's what we do, here's what we share, here's how we share it, and here's why. Because it's too important to us to not let this industry stay in the condition that we currently see it in, if that's a problem for your industry. Patient Care Marketing Pros (07:22) Right. Well, I mean, I think every industry to a degree deals with that, right? Trust issues and, and understanding, you know, it's funny that you bring up kind of kind of the voice in the audience that you're trying to attract, right? Like we, we deal with urgent cares in mass. Yeah. Right. And then I'm thinking of our, our new startup urgent care that's out in Portland, Oregon. And the reason I think about that is he thinks completely different about his audience. sitting in that little neighborhood that he's in, in Portland, Oregon. And he's asking different questions from an urgent care perspective that none of our other urgent cares are asking. And I'm fascinated by that. Yeah. We kind of joke cause his location is, well, I didn't, we didn't realize till we brought him on that Portland's the home of the Simpsons. And so like there's he's his clinic is literally in a neighborhood like Flanders street or something. It is crazy. And it's just funny, but like, and he even says that, yeah, we work, we're a little different here. Um, And like that's Portland. Yeah. It's they're going to be different there. Yeah. And so, but going back to like building that trust around content, right? Like laying the content kind of show off that trust. And that's so to the audience here, you know, we're talking about SEO, but we're talking about really the pure content side of it where, uh, you know, us as an like, here we are as an agency, right? Like we're an agency. We do SEO services. Devon McCarty (08:35) Yeah. Patient Care Marketing Pros (08:42) And like there's layers to it. This is like, no, this is like the pure content side. This is the purest side of it, right? Where Google is ranking you organically because what you're, the questions that you're answering on your site is what people actually want to find about. Uh, like inside the book, you know, talking about listing out the top 10 urgent cares in your area, and you may not even have yourself listed because you're trying to answer an honest question, but an honest answer and being transparent and not just trying to fluff a number. Devon McCarty (08:56) Right. Patient Care Marketing Pros (09:11) And so it's huge because it sounds like at the end of the day, it sounds simple, but you have to like adjust your mindset a little bit. Because I think one of the biggest things that we deal with when we're talking to business owners, doctors and whatnot, they, they have an assumption that they make about what their audience is asking for. And they don't like actually listen sometimes. And then, and the listening is so important because you get right content all day long, but nobody really cares. It doesn't really help anyone. So, cause, and I love how you were saying like, Devon McCarty (09:32) Right. Patient Care Marketing Pros (09:41) You need to have a desire to educate your audience, not just, I want to just do this. Like I really want my audience to be better because they found my content. Devon McCarty (09:51) And like elevate your industry too. Like the problem that you just described, you walk in and you're sick or you're hurt, and you're hoping that the doctor that comes in is gonna listen to you and actually talk to you. But sometimes they come in and they're just staring at the clipboard and they're not looking at you at all. And I've had it, I remember I got a spider bite and the doctor didn't even look at me. He looked at my chart, he verified my name and birth date. He was in the room, he was out of the room, I think in less than two to three minutes, didn't look at me. Patient Care Marketing Pros (10:09) Yeah, that's true. Devon McCarty (10:20) didn't really directly talk to me, he left, but he was still able to charge me $150 for that appointment visit. And I was like, what did you do? What did you come in here for? What was the point of this? So to me, if I'm a doctor, if I'm in Seattle, I wanna educate to that, because I want my entire industry to think about how crappy of an experience is that for that patient. They came to us hurt, they came to us sick, and our arrogance. lets us walk into that room and not even look them in the eye and ask if they're okay. Are we out of our minds? If I'm that provider, if I'm that area and I go, no, we're not doing that this way anymore. I want to start by educating my audience, my potential customers on that. What are things you should check for before starting with a new provider? How do you figure out where you're going to go? I want to place that if I have two kids that are young, I have a nine-year-old daughter, I have a three-year-old son. I need to know if the place that I'm going to take my kids is going to be safe for them. Patient Care Marketing Pros (10:51) Mm. Devon McCarty (11:13) Do you have something for them to do? Is there a safe place for them to go? It's not always a good thing to have to go to one of those places. But if I know that relief is there for them, there's snacks, there's stuff for them, that's gonna drive my decision on where I take myself or my kids in the future. And if you don't have any of those things, if you have no idea what your patients are going through in your lobby or in other lobbies, why would you speak to it? Because you don't really know. And that's a big part of it is, do you even bother to look? We talk about ostrich marketing, people that keep their head in the sand. They don't look at their competitors. They don't look at their customers. They don't talk to anybody. And you just miss a bunch of stuff and assume again, that's that arrogance, that arrogance of, I know what right looks like. I'm amazing at this. They know better, but I would always challenge if you're not directly looking at your customers, talking to your customers, listening to your customers. You are probably wrong in a whole lot of areas about what they need from you, what they're expecting from you. And then no matter what you create without that context. it's gonna be flawed because it's misaligned with their direction, their intentions. And then you're gonna get super frustrated on the fact that all the SEO stuff that you're trying to do isn't working for you because nobody cares about it because it's not real. Patient Care Marketing Pros (12:21) Mm-hmm. So I queued in on a couple of things that you just brought up and, and one of them is ego. Uh, and we'll chat, we'll chat about that. And then the, uh, but it plays right into what I'm, I'm going to say next. And that is that, um, just from an urgent care perspective, you were talking about looking people in the eyes and I'm immediately thinking every time I get to the dentist, like my dentist comes in 30 seconds later, walks out and did nothing like pick my lip up or something. He just like the little quick mirror check. All right. That being said, they do grab a piece of paper and they like, Devon McCarty (12:30) Mm-hmm. Patient Care Marketing Pros (12:54) grab my tongue and pull it out and like move it around. I feel like one of those weird dolls or something. Anyway, that's not the point. So ego is a thing which leads right into the SEO portion of what I want to talk about, which is they all want to rank for urgent care near me, dentists near me, chiropractor near me, but they don't think about the 5000 other questions that are being asked. They just want that one because it's a high quality keyword. The ancillary keywords, the long tail keywords, the things that people are asking is basically the definition of a long tail keyword. So here's what I want to ask. Where should a practice, a clinic start with finding out what's being asked anyway? Devon McCarty (13:35) Hmm, I love that question. I would start by, how are you gathering feedback from your customers right now? Are you giving them surveys after their appointments? Are you checking their questions as they check in? I would just ask, where are you getting information from your customers? That's always gotta be your true north. What are they doing? What are they saying? And then I'd have you start doing some searches. If you were a patient and you were looking for what you do, what do you type in the search and what pops up? Use what the people use to find information and then start taking screenshots. Here's what we're seeing, here's what's ranking for all that stuff. And then once you're very, very clear on what exists, then I would really have you start getting together with your team and put together strategy around what you wanna start talking about. And like I said earlier, you know, what's going on in your lobby, what's going on with your people, what's going on with your patients, what do you want them to find when they look for you? They're gonna look for places in your area. So if you do one of our best of articles, one of the things that we teach is you wanna look at your competitors in the area that maybe are similar to you. And I'll take chiropractic as an example. Patient Care Marketing Pros (14:24) Mm-hmm. Devon McCarty (14:33) because there's a bunch of different ways to do chiropractic care. And so if you're going to put a best of list, would you, A, put your name on that list, probably not because it's going to challenge your bias, but B, would you put somebody else on that list that has nothing to do with what they're looking for? What do you think? Probably, probably not. I don't want to confuse the data. So after you look through, all right, who actually practices the medicine that I kind of practice, cause I want to make a good referral, put that list together and then start seeing what happens with your stats. Patient Care Marketing Pros (14:48) Mm hmm. Yeah, no, that that's smart. Yeah, yeah. Right. Devon McCarty (15:02) a short list of people in your area that do a lot of what you do, and you would trust them. And this is the hardest part for people. I don't wanna put a competitor on my website. I don't wanna send them to somebody else. I totally get the pushback there, but you know people are gonna look for referrals anyway. They're searching for options. They're gonna look for options. I would rather you start by picking the best options that you would actually feel okay about if they went somewhere else for care, and then put that list on your website. Here's who they are, here's what they do, here's how you can find them. Patient Care Marketing Pros (15:15) Mm-hmm. Devon McCarty (15:31) Start there with that good curated list of people that you would actually not mind if they got care, your patients got care from them, start there. That's one of your most helpful pieces of content to start getting on top of all this other stuff. What I'll hear is a lot of people will just start doing like, this is the biggest competitor in our space, I want all their SEO juice, I'm gonna just put their name at the top of that list to get it. Super flawed in approach, because we're trying to build trust with the stuff that we're doing. And the second your customers, the second your patients figure out that you're just juicing them or you're trying to bait and switch them, they're going to find out they're going to bounce. It's going to show up in your analytics and your website's going to not perform as well. So I just need you all to know that while some of this stuff is helpful for ranking, if you do it the wrong way for the wrong reason, the analytics will catch up to you. It might, you might have a little bit of a pop, but you won't last that long because ultimately the viewer duration, the people that leave your blog when they figure out it's not helpful. that will be more telling than what you tried to cheat on. Does that make sense? Patient Care Marketing Pros (16:30) Now that's fascinating. So, you know, going back to finding out these answers, just I'm going to bounce this off you, you may be like, that's a terrible idea. And that's fine. I have one too. A terrible idea. Those coming droves around here. Anyway, so one of the things that we had one of our clients do is I said, take the next 10 days and write down your front desk person, write down every single question that you get on the phone, write them down. Now, once you get the common questions, then for the next 20 days, put a ticky mark every time you get that question. Devon McCarty (16:51) Love it. Hmm. Patient Care Marketing Pros (16:58) And the highest ticky mark wins, go write about that. Or we're going to write about that. Like I need that list. That's what we're going to do. Um, so that was one of the approaches that we took. The other approach is I took as many as I could copy Google reviews that they received, and then I threw it into chat GPT and I said, I analyzed the most common, the most common comments, most common, you know, uh, highlights, whatever it was. Devon McCarty (17:13) Hmm. Nice. Patient Care Marketing Pros (17:27) give me the most common things, themes that are going on in these, in these reviews and then attach it to the review that it's like, what's the word I'm looking at? Source it. You know what I mean? So anyway, and it, and it pulled all this data for me. So my question to you is outside of like common search engines, is that an approach that's super easy to take that works for they ask you answers? Devon McCarty (17:47) I actually love both of those. I think the first one is really cool. I like the timeline of it and I like how organic it is. Cause you're saying, hey, as you hear the question in the first 10 days, just jot it down. And then for the next 20, just double check it and make sure it's cool. What I would probably do if I wanted that to move faster is I might have everybody that's possible that's in a sales seat and then a couple of people from marketing, I'd bring them all in for like a couple of hours of a workshop and I'd call it a content brainstorm session and I'd just start pushing them. Hey, this week. What questions did you get asked? Hey, last week, what was the hardest freaking question that you got? I didn't want to get them all in a room and just really workshop the bejesus out of everything that they get asked. Then I want to put it on what we use as a tool called a content sandbox. So it's like an Excel doc. We put all of those ideas on there and then you can weight them. So I'll have everybody go, look at this list of 25, 30, 45, whatever the number is of things. And then whichever one you think is the most important, I want you to put one point on. Patient Care Marketing Pros (18:17) even better. OK. Devon McCarty (18:42) And then if you, Nick, look at one, if you, Michael, look at one, then you could add another point and then another point. So if you can get your team to put all the ideas in this document and then vote on the importance of that topic, it automatically curates a pecking order. So while everybody gets their voice, hey, I think this is a good idea. I think that's a good idea. Everybody gets their voice heard. But then as a team, we all say here is the most helpful or important thing to start on, the quickest way to take a couple of hours. And so what you said in 30 days. you could probably do in a couple of hours if you get everybody in the right room and really focus that energy. So again, it's a great idea because it happens organically the way that you're doing it. You could really do that faster with an intentional workshop. Patient Care Marketing Pros (19:16) I love that. I love that. And one of the like core tenets or foundations or fundamentals of the, they ask you answer and impact plus is your whole team is responsible for content. Yes. Right. So, and that's a big deal too, right? Because some people, what we're discussing right now can become very overwhelming, right? If they think, our HR manager, yes. What am I supposed to say? That was kind of funny, but no, like it's that mindset of, it's more than just you. It's not. Devon McCarty (19:35) Absolutely. Oh yeah. Patient Care Marketing Pros (19:54) It's not put on the marketing person's shoulders. They may be kind of controlling the process, but ultimately, everybody's involved. And it makes life a lot easier. Because even here, we've been doing some of that. And instead of going to Hannah Hannah, we need about six months of topics put together. And then it became, no, the whole team's going to give you a bunch of topics. And now we have like 50 topics from the team putting in. And it worked. It took the stress off. So. That's only just to remind people. Yeah. It's real. Devon McCarty (20:23) Well, it takes some stress off, it adds others. And I did a four hour workshop yesterday and at the end of it, we, we ended with a brainstorm, they had a ton of ideas to start on and there was like real legitimate. Like, I don't know how to do this. There's so much, I don't know where to start. And that's, that's why some guidance is helpful. Teams like ours, teams like yours, we exist to kind of help guide you along that crazy overwhelmed feeling. The big thing is just slow it down. You're going to have a bunch of ideas after a brainstorm session. That's a great thing. then you curate it and put a plan together to start doing a little bit at a time. If you can do it that way, put some strategy behind it, it becomes a much more attainable lift. But what typically happens is you're like, oh, we could totally do a jam session with everybody. Let's do it. And then as you're done, you're like, I think I just broke my marketing team. I have no idea how they're gonna breathe in the next six months, let alone get all these content ideas. So have a good strategy. Really think about bandwidth and capacity for when you're done with the workshop. Because... What do you think happens to all those people that are in a room and now hear a bunch of ideas that are going to be generated and now they have to wait months and months to see anything? Are they still as bought in as they were in that workshop? Probably not. Not even close. So have that plan ready to go after your jam session so you could do something with that initiative. Patient Care Marketing Pros (21:32) Not even close. No. Yeah, not even close. Yeah, we always talk about in general having quick wins. When you have the quick wins that are easy to obtain, but it gives that impression, oh, this is good. It creates some momentum behind it. So my stupid idea, dumb idea that I had about collecting content, before I forget, I wrote it down, right? So when every urgent care doctor's office has an EMR system so they know exactly what they've been working with on patients, they could eat. This is what I thought of. Devon McCarty (21:46) Yeah. Patient Care Marketing Pros (22:07) They could easily pull what's the most common prescription they've been giving out and or treatment. And then what does that typically treat? And then you all of a sudden have what people are looking for like, I have this and so forth. What is, how can I get this treated? Cause we all know, I go to the doctor, get a steroid shot. I don't even know what a steroid shot really is. Right? I just know it makes you feel better. It cuts down inflammation, but like things like that. Like I think- Devon McCarty (22:30) Hmm. Patient Care Marketing Pros (22:38) Yeah, right. But things that are quick, like super quick to pull, like you can pull that data really fast and just see and like kind of get that ball moving. Cause we're talking about your process took some time. Yours is a little bit faster. Mine's a little bit. Yeah. Just a little, just a little bit. And mine's a little bit faster as well, but they're all different, right? They kind of give you different information at the end of the day. I think there's quality between all of them, but I was just thinking through for the people, like I need to Devon McCarty (22:49) Hahaha! Patient Care Marketing Pros (23:03) move on this fast and I don't have time. Well, you have data in front of you because you had to log it anyway. So anyway. Devon McCarty (23:07) Yeah. And there's a concept from broadcast journalism. Have you heard of the concept of news jacking? Patient Care Marketing Pros (23:17) Oh God, no. So lay it on me, man. That's cool. Devon McCarty (23:19) Okay, so the concept is, you know that throughout the year, there's gonna be stuff that's really important to the news cycle. Elections, you know, whatever, like there's always gonna be a thing. But in your industry, in healthcare, you know that flu season's coming. You know that something else is coming. If you can forecast big stuff like that, ask yourself, do we have anything by way of education to solve for that? So like to your point, what is a steroid shot? What does it do? What are the most common things that we treat? I would also go, what's coming? Patient Care Marketing Pros (23:34) Right. Devon McCarty (23:48) Why do you need a flu shot? What are the different types of flu shots? When am I a bad fit for a flu shot? If I just had a baby, as a new mom, can I breastfeed while getting a flu shot? Think of all the things that your patients actually might be thinking about that you could teach them. So then as they look for, where do I get a flu shot? What is near me? Then if they're looking for the right stuff and you've got it there for them, you've got them. So I would think so in terms of news jacking, if you were a roofing company or a repair company, When is the winter storm season? When's hail season? You're probably gonna have some material ready to go for that. What kind of campaigns do you have set up? You know people are looking for flu shots, or if you know there's some gunk going through a school system, what have you done to prepare for that? So it's really thinking about what are we doing right now? When does this stuff come up, and are we ready for that when it comes around again? It's being very proactive when we happen to be very reactive. And that's a big part of this too, is just helping you be more proactive about what's coming up next. Patient Care Marketing Pros (24:18) Right. What I was saying, we need to start shifting toward the other topic on this is the recruiting side. Well, I want to I want to do a little plug with this one thing before we switch to recruiting. Yeah, yeah. If that's okay. All right. So because you're right, we need to switch to the recruiter. All right. 25 minutes. Yeah, I knew I knew it happened. I'm having a good time. I hope you all are hanging with us and hadn't like, you know, parked the car yet. So here we go. This is this is the thing. We'll make it super quick and then we'll segue over to recruiting. But I think it's important to know Google just rolled out its useful content update. which essentially deindex tens of millions of posts slash articles that were AI generated, that were not useful. It didn't do all of them, just the non-useful spammy ones. Right. And the reason I bring that up is, is one, I want to know how does AI play into your process, AI, sound like a redneck AI, play into your process. And two, you just gave the solution to what Google just did. Like. that Google smack in the face for all the AI content that they just took away. You literally gave them a game plan to replace it with useful content. So AI one, is it useful for you, for what you're talking about? And, and two, um, this replaces that. That's not really a question, but a comment. Go. Devon McCarty (25:59) So yes, absolutely AI is incredibly helpful if you use it appropriately. And it's good to outsource labor. Hey, I've got this, I think it's cool. Can you clean this up for me? Hey, does this even match what I was trying to say? Does this link? I started here, do I lose the story? So I treat AI like it's like my most avid intern that's brilliant and has no work life balance whatsoever. And so that's how I want you all to treat it too. Give it a name, treat it like a buddy of yours, and then just really make it help you. Patient Care Marketing Pros (26:04) Okay, good. You hit the clap hands on that. Devon McCarty (26:29) Does this stuff make sense? If you were this type of person, does this make sense? All right, cool. But then you've got to take it from there. You've got to put your human touch on it. What Google just realizes is a ton of people, and I know why they did it, just went, I don't need a content manager, I have AI now. So here's all this crap and I'm just gonna post it and I'm not gonna edit it whatsoever. We have to learn that lesson. As a planet, we have to learn that lesson. With everything we just said, I told you sincerity. If you try to... Patient Care Marketing Pros (26:52) Mm-hmm. Devon McCarty (26:58) Can we swear on this podcast? Patient Care Marketing Pros (27:00) Go ahead, just be gentle. Oh, you're good. You're good. Ha ha ha. Devon McCarty (27:02) If you half ask this content, people are gonna, they're gonna feel it out. Okay, cool. I'm trying to pick my, I know the wall can scare you of words that I know. I won't use most of it. No. But the big thing though is making sure that like, we can tell if it's fake. We will find out if it's sincere or not, as will your patience. And if we know that and we choose to be lazy about it, I don't feel bad for you when you fail. Patient Care Marketing Pros (27:14) Please watch on YouTube. Devon McCarty (27:31) Candidly, that was a choice that you made. So if we can take the lesson of what Google will do if you're not doing it the right way and how much more beneficial it would actually be for your patients if you did it the right way, I would challenge your heart. What do you think is the right thing? Why did you become a provider? I would hope to help people and is what you're about to do gonna help more people or less people? And that should drive your decision more than anything else. Patient Care Marketing Pros (27:57) I have one comment you're playing in someone else's property. You're just renting their land. You're renting Google's land and they make the rules. So what you think should be accurate, you don't get much of an opinion. So I just want to throw that out there. Like just because you think you can be lazy and put whatever you want out there, doesn't give you the right to do that. And they get to call the place. Let's, let's, let's kick over to recruiting real quick because I don't want to miss this. This is such a huge opportunity for our listeners who are trying to find nurses. front desk, doctors, you know, nurse practitioners, go, let's talk about recruiting. Devon McCarty (28:32) Let's talk about it. Why does recruiting suck so bad? Patient Care Marketing Pros (28:34) So, because it takes effort. Why does everybody have a now hiring sign on their door? Right. And no, and it's never come down. Right. So. Devon McCarty (28:46) So where do you wanna start? We could talk about why it's difficult, we could talk about why it's frustrating. I mean, we could talk about a lot of ways to attack this. Where do you wanna start? Patient Care Marketing Pros (28:54) Well, I think everybody realizes all the reasons is that it's frustrating or difficult. So why don't you just give us a plug, a snapshot on why it's frustrating. And then let's go straight into a solution here with a impact and they ask you answer, um, just some practical application. And then we'll let them know, you know, how they can get involved with you. Devon McCarty (29:11) Sure. So what we've noticed is that typically, the same things that are frustrating to a new applicant are the same exact things that are frustrating to a new customer or a new patient. They need all the same things. They need to know what is this gonna look like? What should I expect? How much am I gonna make? What are the benefit packages? What's a day in the life like? If you think about the same things that we tell the customer, what do you expect? How much can we cost? When do we start? Who's a good fit? It's the same information. But we typically, make applicants go through this long, drawn-out hiring process, takes a bunch of our internal bandwidth because we have multiple rounds of interviews, they talk to this person first to warm them up, and then these two people second to warm them up, and then they finally get to me and then they find out they're a bad fit, and then we've wasted hours and hours of time reviewing, watching, reading, discussing, trying to convince ourselves, and like it's all busy work. I do not believe it's productive work whatsoever. Patient Care Marketing Pros (29:49) Mm-hmm. Devon McCarty (30:07) So what we typically teach on is if you were a customer, you would make an 80% video. A video that answers the top seven to 10 questions that you get asked on 80% of the sales calls that you're on or more. Not that it covers... Yeah, again, it's not... I know, I know, I got you. So again, it's not gonna cover 80% of the questions that you ever get, which is what everybody takes with them. It's not what this is. The top seven to 10 questions you get asked... Patient Care Marketing Pros (30:20) That's an internal note, right? Take it. So you keep going. I'm just taking notes. Eight to seven. We're about to start hiring again. So it's kind of like, let's go. Devon McCarty (30:36) on 80% of the calls that you're on or more, and then apply that to your hiring. They do the same flipping thing. What does this work? How do I start? What type of education do I need to do this? What kind of skills do I need? Is there on the job training? They want the same stuff. So what we've seen is if you can get that stuff in advance, line it all out for them, tell them, here's exactly what this world is gonna look like, put that on their application. They'll go through all their qualifications, they'll get a day in the life. But what they get to do is they get to hear from, hopefully, the leader of the company saying what this job is gonna look like. They get to then hear, here's exactly the scope of work. And then they get to either disqualify themselves and say, hey, actually, this is a bad fit for me. I'm not a good fit for this. Or go, this is exactly what I was looking for. If you address salary range, and then they get in front of you, all you have to do is say, hey, I know you watched the video. Did you have any questions about the salary range that we posted? which gets you out of the habit of going, all right, let's talk about salary negotiation. Let's talk about what your expectations were and what our cap is. And if we have, what if you could take all that and it's not bad conversation, but what if you take that conversation and front load it in a video? It's already covered for you. And then all you have to do is assign it to the applicant that's a good fit, project a good fit and tell them before we get in the conversation, I expect you to watch this video and write down any extra questions that we didn't cover. so we can make the most of our interview conversation. Have you ever been in a conversation that you feel like is not going anywhere because they don't know what they're talking about and you can feel it, but then you feel obligated to just stay in that stupid meeting for however long? Patient Care Marketing Pros (32:13) man, like all the time. Yeah. Every, every single time I go through the interview process, I'm like, at least 75% of these calls are going to be a complete waste of time. There were some that like we had one guy come on and he's like, what is like a Google ads position or something? And his, like he had, he had a pretty good video that he sent us and so forth. When we got on the call, he's like, I've only ran one campaign. I like. Devon McCarty (32:15) Everybody does. Everybody does. Patient Care Marketing Pros (32:40) Well, we're going to have that question. How many gambes have you rolled? That's our next one. Why did you think that was a good idea? But I even thought when you're explaining that to me, to like ultimately litmus test, they watched a video drop like an Easter egg halfway through the video and put it in the questions of the upload your resume, but please put in the Easter egg. Like what house would you be sorted into if you were a Harry Potter? Yeah. And that would be a, that would be a perfect filter. They actively answered it, you know, oh, you did watch the video. Okay. That's right. Devon McCarty (32:42) Yeah. 100% embedded homework. Yeah. Right, so but then you gotta prepare. What happens if they're like, what are you talking about? What do you do? Do you cancel that interview? Do you close loss that client? What do you do? Patient Care Marketing Pros (33:15) I, I let them go at that point. Cause I was going to say they're not that invested. Devon McCarty (33:17) 100%, I would do. If a client were to show up after I've assigned that piece to them and they said, no, I didn't get a chance. I was busy. And I'll be like, all right, so let's go ahead and reschedule the call. We're not ready for this conversation. You're not ready. I would say the same thing to an applicant. I would probably, I would probably lose that applicant. If you have the audacity to not prepare for a job interview, there's no flipping way to hire you. There ain't no way. But think of how helpful that would be. Instance of qualification. Your 30 minutes is now five minutes and you're done. Patient Care Marketing Pros (33:29) Right. Yeah. Now, now, on the same page. Yep. Devon McCarty (33:45) That's why I like this system. Works for clients, works for patients and new customers, really works for recruiting as well for new employees because they all need the same stuff. Context. Patient Care Marketing Pros (33:56) Yeah, it's funny that you bring that up and weeding people in, weeding people out. We use a software called video ass by type form. And it allows me to do a lot of what you're talking about. I'm obviously going to go tweak it now because you're giving me such a good idea. But like I have an interview video process. If they don't turn on their camera and respond to me with a video response, we're done. I'm in digital marketing. I need to know that you can get on video. Yeah. And actually, and actually talk. Devon McCarty (34:16) Mm-hmm. Patient Care Marketing Pros (34:23) Yeah, and talk and have a conversation. Yeah, like you're going to be in front of, you're going to be in front of our clients. And most of the time, the world is doing a zoom call of some type, right? So you have to be able to do that. So if you can't turn on your camera and respond to me, I'm not going to put you through the interview process. All that to be said is, what you're talking about is, is we're being crystal clear. We're answering their questions. We're asking questions and getting feedback. But I'm going to reorganize that based on the feedback that you just gave on this podcast right now. If you're taking notes, man, it's good stuff. Yeah, I love it. Devon McCarty (34:42) Mm-hmm. I dig that. I love that. Big thing is expectations, right? Like I expect you to show up with your camera on. If I'm a sales leader and I want my sales team to start going on camera, I'm absolutely not gonna bother with a guy who's like, I'm not going on camera. That's gonna be in the job video. Hey, an expectation of this gig is that you will be using video. You will be using these technologies. You will be using something like HubSpot. I want them to be clear because if they're not into it, they're not a right fit for the company. I don't have time for that conversation. Patient Care Marketing Pros (34:59) Mm-hmm. Right. So you juxtapose that over to, you know, clinics, right? They're probably not gonna be on video unless it's a telehealth type company. But if it is telehealth, probably need to take a look at using a video ask or something like that. But that being said, making sure what it sounds like is making sure that you're crystal clear upfront about the most common questions, answer them beforehand, get them prepared for an interview, and it gives you the best opportunity to get the right person in front of you. And it gives them the best opportunity to prepare and be successful. Um, that's what it sounds like. And when you do that, all of that prep work upfront, you really only have to do it one time, right? Yeah. And then iterate, you iterate and improve. Yeah. You iterate and improve, but now it's just become a process. Now the hurdle, Devin, correct me if I'm wrong, is just doing it the first time. Yeah. Or the fear of doing it. Oh, I'm not going to get any applicants because they're just not going to buy into this. This is too new. Devon McCarty (35:54) Exactly. Think of how many hours and hours that you would have spent. I'm gonna look stupid on camera. I've never done this before. I'm not an actor. Like they're gonna see me and like whatever. Like there's so much nonsense that gets in our head. And there's so many reasons to not do it. Candidly, for sure. Of course, you had a bad day. You're kind of tired. You're kind of hungry. You're what? And what do you want? It is 2024. This world is freaking starving for excellent leadership. And I could not be more clear about that. So what do you want? Patient Care Marketing Pros (36:30) Mm. Mm-hmm. Devon McCarty (36:40) for your industry, for your company, for your patients, for your workers, for yourself, what do you want? And if it's to make it better, the first rule of leadership that you lose is taking the easy way out. And everything that we're talking about, it's simple, doesn't mean that it's easy though. But if you legitimately in your gut feel like I can do better with recruiting, I can do better with my patients, I can do better in this world, there's nothing stopping you other than you. Patient Care Marketing Pros (37:08) Right? Yeah. Devon McCarty (37:10) I really hope like your podcast, this conversation, I just hope it gets people fired up enough to go, I gotta do something different this year. I got it. I cannot do 2023, 2022, 2021 ever again. I've got to do it different this year. That's what I hope happens at the end of this podcast. Patient Care Marketing Pros (37:23) Well, so I love that. I love that fire. I love that excitement. And obviously we're, we're all in on, I call it Taya. So they ask, you answer. But Impact Plus helps clinics, physicians, small businesses, organize this and put it into action. So Devin, I really do want you to take a few minutes and plug Impact Plus and just talk about one, what is it, what can they expect? And how can they get in touch with you if they just want to learn more? And if you have any kind of like a no obligation or maybe just a low barrier of entry to have that discussion, that would be awesome too. And we'll put it in the show notes. Go ahead. Devon McCarty (38:00) Yeah, of course. So for me, if you ever have questions about anything, find me on LinkedIn. I love teaching this stuff because I love helping people figure out how to get better aligned with the people that they're helping. That's why I do what I do. I love it so much. If I didn't believe in the work, I would not do this work. So if you have questions, find me on LinkedIn. And if you go to our website, impactplus.com, there's a bunch of different ways to do similar stuff to what we're doing. You can do it yourself. Get a book, read a little bit, and then just try it on your own. If you want a little bit of help, I have a couple of us, it's by way of courses and software, some videos, some articles, some things to help you go through it with a little bit of guidance. If you want help though, I always am open to one free coaching session with anybody that's interested in what we do, just to see where you're at. There's no pressure to do anything with me because I have no idea if we'd be a good fit to work with each other. So it is not a sales call. It's to figure out what do you wanna do this year? Did anything that we talked about today stand out to you? Do you even have capacity to take that on? And if we did, what could that look like? That conversation would stem another one where we'd figure out what this would look like. My team is really good. We come with coaches and trainers. We help you with onboarding, with videography, with content creation, all that stuff. We are a teach you to fish company. We are not a fish for you company because I want you all to be able to do this stuff yourself unless you have bandwidth issues and you can't. That's why I love agencies as well that do it for you. People need that help too. But if you're thinking about this stuff, you wanna do it yourself, you wanna bring that stuff in-house, that's something that my team can help you with, but only if you have that hunger and drive to do it. You can't do this halfway, you gotta go all in. Patient Care Marketing Pros (39:37) And we have a mutual friend in EW motion therapy. It's a physical therapist here in Birmingham. We both worked with them together. They left us for you. I didn't even, I didn't even think of it from that perspective. It was just simply like we were doing the digital aspect and then you guys came in and helped them with their messaging and figuring this out. So their content's incredible. Yeah. The content. And that's exactly where I was going to go with this. You guys have worked with them, coach them and help them develop out their strategy. Devon McCarty (39:47) Hahaha Patient Care Marketing Pros (40:03) That's a success story. So tell us a little bit about how you were able to help EW Mission Therapy and then we will take it out. Devon McCarty (40:08) Yeah, absolutely. So, and I would love, so in the resources or whatever, we have a case study that we published that is EW Motion Therapy's story. So don't hear from me, hear from them. What they went through, how they expanded, how they gained. It's their story to tell. All I want to do is just highlight a couple of points from it because I think it's incredible. My favorite thing about their story is that they had a really good product and service. They're incredible people. Patient Care Marketing Pros (40:20) Right. Devon McCarty (40:34) but they were struggling to have more and more people come to them to convert on their website, to become customers. They were good when people got there, but people couldn't figure out who they were to get there. So they did a couple of things differently. They leaned into redressing their website, really focusing the front page so it's very clear on who EW Motion Therapy is, how they can help, and how to really quickly assess their programs. Look at their self-selection tool. It's incredible on their website. And they went all in on content creation. They have a videographer, they have a content manager. They went so hard on educating the different elements of physical therapy and how it applies to different people, how the programs are working, that in, I think they said in a year or two, they opened two other locations. They're expanding their closing rate, they're expanding their footprint, they're expanding their lead gen. All of the things that we talked about today, if applied correctly with the right team, with the right resource, with the right technique and approach, this stuff can work. if you're willing to put the time in. So if you look at, good. Patient Care Marketing Pros (41:34) And I was like, the time is the key thing, right? Because you even said, it wasn't overnight. Took about a year, right? For to feel the benefits starting to come on. So I think that's the quick reminder to anybody listening, this isn't a quick fix. This is an all-in volume. Yeah, run an ad for a quick fix. This is a long-term journey and long time, and it's very, very sticky. Yes, very sticky. Devon McCarty (41:57) Yeah. Some of this stuff will pop for you instantly because you'll get time back in your life. The recruiting video, the 80% hiring, like there's stuff like that instant ROI just for your life. Some of this other stuff. Think about everybody else tried to hack Google with AI and they just got caught. So there's going to be some weird analytical trust issues for a while. So it's going to take you a little bit of time to prove that you're not fake, to prove that you're the real deal, to prove that you're actually bringing people with you. Patient Care Marketing Pros (42:08) Mm. Devon McCarty (42:25) But when you can get to the point that EW Motion Therapy is, man, hear from them what it's like to operate at the place they are. You will probably feel frustrated that your story isn't like theirs right now, but I'm telling you that if you really wanted to go after this, ask them how it went and figure out if your team is up for that task. It's good work, it really is, if you believe in it. Patient Care Marketing Pros (42:44) Love it. Devin, thank you. What a killer podcast we just had. I think there were so many just value grenades that you were tossing at everybody. Internal things that we're going to be changing. Bombs going off everywhere in the most positive way. Devin, we're going to put all of your information in the show notes so that people can access Impact Plus, access you. And I want to just right now just say, Hey, we got to have you back in the future. We'd love to talk more. Oh, yeah. All right. Devon McCarty (43:08) Now of course, yeah, this is a blast. You guys, great conversation, very comfortable, appreciate the time. Hope this was helpful for the people that are listening. Patient Care Marketing Pros (43:14) Whether it wasn't for them, it was for us. Right. If anything, we got some stuff. Yeah, we'll take it. All right. Well, listen, hey, everybody, thank you for listening. I hope this had great value. I want to encourage you to go back and listen to it again. And then if you know of some other clinics that need this kind of information, share this episode with them. We'll get them connected with Devin as well. Till then, we'll see you next Wednesday. Thanks for listening.