Ep. 197: Becoming the Healthcare Brand: Build Loyalty, Drive Growth, and Own Your Market

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