"How Do I Turn Podcast Exposure Into Appointments?" — Transcript

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1. 0:00I'm an orthopedic surgeon, with emphasis
2. 0:02in orthobiologics and regenerative
3. 0:05medicine.
4. 0:06Um
5. 0:07We do about 2.1 million.
6. 0:10And that was with a shift in the last
7. 0:11year from more of an insurance-based
8. 0:13practice to more of cash-based services.
9. 0:15>> Awesome. Congrats.
10. 0:16>> Um so, obviously we want to continue to
11. 0:19grow that. We think that we could get to
12. 0:2010 million.
13. 0:21Um
14. 0:23Ed encouraged me to mention that um a
15. 0:27lot of that cash-based stuff has come on
16. 0:30the credibility tailwind of some
17. 0:32fortunate exposure on the Joe Rogan
18. 0:34podcast.
19. 0:35>> Oh, cool.
20. 0:36>> And
21. 0:37uh so, the question is I and I've
22. 0:40made mistakes along every one of these
23. 0:42uh part of the list.
24. 0:43>> And uh but the question is we would like
25. 0:46to we think our problem is top of the
26. 0:48funnel because our close rate's very,
27. 0:50very high, like 80%.
28. 0:52>> Okay.
29. 0:52>> Um
30. 0:54But we think there's a we need a way to
31. 0:56bring more people to us that know and
32. 0:58understand what we do and are looking
33. 1:00for this.
34. 1:01>> Uh-huh.
35. 1:01>> The challenge is the marketing around it
36. 1:04and you mentioned earlier with
37. 1:05healthcare is that we're not really
38. 1:07allowed to say some of the things
39. 1:09uh
40. 1:10in that way because of the limits with
41. 1:13the FDA and the FTC. So,
42. 1:15how would you uh leverage some of these
43. 1:18things and attack this from a marketing
44. 1:20standpoint?
45. 1:22>> Well, you have the Rogan podcast.
46. 1:24Do you get everyone to listen to that?
47. 1:27>> Um
48. 1:29no.
49. 1:31>> That might be a pretty good
50. 1:32>> Well, the people that you want to buy
51. 1:34your stuff.
52. 1:36So, if I were to if I had if I had
53. 1:3960 seconds
54. 1:41uh to answer the question of like how do
55. 1:42I fix this business without any other
56. 1:44context, um I'd be like, "Okay,
57. 1:47who are the highest likelihood
58. 1:48candidates for the service that you
59. 1:49sell?
60. 1:50Let's put them into an audience. And
61. 1:52then the thing that we're going to give
62. 1:53them or that we're going to encourage
63. 1:54them to listen to is a truncated version
64. 1:57of the Rogan podcast.
65. 1:59And they're going to want to listen to
66. 2:00that anyways because it's probably a
67. 2:01topic they would be interested in
68. 2:02because
69. 2:04it's Rogan. Plus, if they are in the
70. 2:05demographic, then they would want to
71. 2:06listen to it. If they listen to that
72. 2:08podcast, and then you just have
73. 2:10follow-up to those people, it's like
74. 2:12that podcast does the selling for you.
75. 2:17So basically, that would function as
76. 2:18your video sales letter in the process
77. 2:20of selling those customers.
78. 2:23>> Any problem with uh that you could see
79. 2:25from leveraging that from
80. 2:28like
81. 2:30for example, somebody building their
82. 2:32business off of something that developed
83. 2:34as a result of their interaction with
84. 2:36you.
85. 2:36>> So what you can do is you can If you
86. 2:39want to be clean about it, you just run
87. 2:40it to the episode.
88. 2:42And then you just have to measure your
89. 2:43return. I don't know if you did CTAs or
90. 2:45anything like that, but if you don't
91. 2:47truncate it at all and you just say
92. 2:48like, "Here's the episode. Let's drive
93. 2:49traffic to it." And we just know the
94. 2:51difference is that it's not you know,
95. 2:53every single person's going to listen to
96. 2:55Rogan. A very small slice of that are
97. 2:56people who might be interested in your
98. 2:58stuff. If you only had people who are
99. 3:00interested in that stuff who listen to
100. 3:01the podcast, what percentage of those
101. 3:03people then take the next action?
102. 3:05So that would be like again, if I have
103. 3:0660 seconds, both hands tied behind my
104. 3:08back with zero ability to do anything
105. 3:09else, be like, "Let's just get as many
106. 3:11people who are in the target audience to
107. 3:12watch that thing or listen to that
108. 3:13podcast, and then see what happens."
109. 3:15That would probably be like the first
110. 3:16move.
111. 3:17Um the second move would be like, "Okay,
112. 3:20we'd have to do a deeper dive on Okay,
113. 3:21what are the patients? Where are the
114. 3:23kind of like centers of influence for
115. 3:24for them? Is it like Is this better as
116. 3:26an affiliate play? Is this better as a
117. 3:27content play? Is this better as a paid
118. 3:28ads play?"
119. 3:29Um and then saying, "Okay, based on your
120. 3:32skill set, we think this is the lowest
121. 3:35uh lowest risk opportunity that we can
122. 3:36pursue to get new new customers in the
123. 3:38door." Because right now, you could take
124. 3:39more customers, right? Or patients,
125. 3:41sorry.
126. 3:41>> Yes.
127. 3:42>> You could take more patients. Okay. And
128. 3:44everyone's that comes to you is
129. 3:45national, they fly in, or is it local?
130. 3:47>> Both.
131. 3:48>> What's the majority?
132. 3:49>> More local.
133. 3:50>> Oh, really? Okay. Well, then
134. 3:51>> Well, so let me say this.
135. 3:53>> Yeah.
136. 3:53>> More local in general, but more from out
137. 3:56of town that are
138. 3:58>> Rogan.
139. 3:58>> specifically coming because of that.
140. 4:00>> Yeah. I would probably So, said what I
141. 4:02said before, I would take that same
142. 4:05idea, but I would just drop a 50-mi
143. 4:06radius
144. 4:07pin on the map, and I would just focus
145. 4:09on local because if you know the guy
146. 4:11that Rogan talked about who did this
147. 4:12thing is 50 mi from you, you're like,
148. 4:14the likelihood that you want to go do
149. 4:17this thing is pretty high. And so, that
150. 4:19demographic, that's the lead magnet. And
151. 4:21then, the thing that's missing in your
152. 4:22process is you have no one who does
153. 4:23sales, right?
154. 4:25>> We do now.
155. 4:26>> You do now.
156. 4:28It's very common for health care to just
157. 4:30have no sales whatsoever. And so, you
158. 4:32just need one person who's going to
159. 4:33start working those leads so they can
160. 4:35start booking appointments kind of
161. 4:36proactively. Hey, did you get a chance
162. 4:38to watch the podcast? What was the most
163. 4:39interesting part for you? Oh, are you
164. 4:40struggling with something like this?
165. 4:41Well, it sounds like it might be a good
166. 4:42fit. Can I tell you about it? Great.
167. 4:44Let's uh let's get you set up uh with
168. 4:46the doc. We'll get you all taken care
169. 4:47of.
170. 4:49That would be like that's my 60 seconds
171. 4:51hands tied behind my back um way that I
172. 4:53would solve it. But, the thing is you
173. 4:54have this asset. I would like to
174. 4:55leverage it in a clean way that doesn't,
175. 4:57you know,
176. 4:58[ __ ] up that relationship. And I think
177. 5:00that would probably be okay if you push
178. 5:02traffic to his asset.
179. 5:04So, if we did a if we did a YouTube
180. 5:06video and you ran ads to the YouTube
181. 5:09video, I I mean, you're promoting my
182. 5:12show. So, that's clean.
183. 5:14>> Okay.
184. 5:15>> Does that make sense?
185. 5:15>> Yeah.
186. 5:16Thank you.
187. 5:17>> Yeah, you bet. If you're not getting as
188. 5:18many leads as you want and your business
189. 5:20is demand constrained, meaning you could
190. 5:22service more customers than you
191. 5:23currently have, then this [music] is for
192. 5:25you. So, marketing is changing, and I
193. 5:27think ACQ tends to be on the bleeding
194. 5:28edge of this stuff. We certainly spend
195. 5:30the money
196. 5:31to do it, but we also build custom
197. 5:32software and we pay amazing vendors and
198. 5:34very expensive people to figure out the
199. 5:36system that we have right now, and I
200. 5:37want to share it with you kind of open
201. 5:38kimono style. If you're not getting as
202. 5:39many leads as you want, boy, do I have
203. 5:41the thing for you. Click below, [music]
204. 5:43book call, and
205. 5:44hopefully I'll see you in Vegas.