(Pulse Check #28) – Marketing 101

Thank you to everyone who filled out a survey and let us know what content they'd like to see more of.  We appreciate your engagement.

Two main topics came up more than any others.

1. Scope of practice questions in your state.
2. Marketing

If you have scope of practice questions, I strongly encourage you to watch one of our masterclasses because we cover the basics of scope of practice there.  That should arm you with enough information to have a productive conversation with an attorney in your state.

I can't stress enough the importance of talking to an attorney.  It is money very well spent.

From there, we go deeper into scope of practice in both the Ketamine and IV Therapy Academy, digging into things like finding a provider if you live in a limited practice state.

I want you to understand that scope of practice is not an insurmountable hurdle in any way.  It may seem like it, but it's actually fairly easy to set up your practice in a way that works with your license in your state.  

If you're in a limited practice state, there are plenty of physicians who are happy to help as collaborators or supervisors.

We received a lot of questions about scope of practice in a person's specific state.  Those are questions you have to find the answer to on your own.  

It's kind of like hiring a trainer at the gym. You still have to do the push-ups to get the results.

Watch the IV Therapy Academy Masterclass
Watch the Ketamine Academy Masterclass

Now onto marketing…

Marketing is an infinitely complex topic. There are hundreds of courses and thousands of books dedicated to all kinds of specific pieces of the marketing puzzle.

Myself and my team have taken many of these courses and read hundreds of these books.

The good news, there are only four things you need to know to be an outstanding marketer and grow your business.

1. Know your customer better than they know themselves.
2. Solve a problem they desperately want fixed.
3. Build a relationship with them.
4. Always be testing.

We'll expand on those topics more in the next several Pulse Checks.

Before we get to that, I do have to share some bad news with you…

There are no magic bullets in marketing, especially on the internet.  Anyone who tells you otherwise doesn't know what they're talking about or they're lying to you.

The truth is, attention is incredibly tough to capture today.  As business owners, you aren't simply competing against other clinics or other advertisers for your prospect’s attention.

You are competing against everything else they could be doing in that moment.  Whether that's listening to a podcast, scrolling any one of a dozen social media apps, the hundred other emails they received.

I know it sounds like it might be impossible, but it's actually the total opposite.

It's never been easier to put your message in front of the right people, and the secret is making sure you put the RIGHT message in front of them.

As small business owners, we have never had a better chance of getting our message out to the world and capturing that attention.  We no longer need to spend thousands of dollars to get on TV or radio.  

All we have to do is make a Facebook page, YouTube channel, or website, and we now have the ability to reach anyone.

Where almost every business owner (and a lot of marketers) go wrong is they try to appeal to everyone.  They think everyone needs their product and try (and fail) to talk to everyone.

If you do that, you're going to end up making as much sense as the guy on the corner shouting about how aliens are walking among us.

Instead, you want to pretend like you're talking with one single person.  Like you're sitting down for coffee and helping someone solve their biggest problem as it relates to what you offer.

And it's easier than you think once you understand the four principles I mentioned above.

We'll talk more about the first one next week.

For those of you who are excited to get started (you can even do this if you don't have a business yet).

Ask your current patients/customers these three questions:
1. What's the biggest problem you're struggling with right now?
2. What have you tried that hasn't worked?
3. How would you feel if this problem was solved?

The important thing here is to listen.  Do not interrupt.  Let them talk.

You can send out an email or survey, but you'll get much deeper insights if you have a conversation with them.

After you're done, spend some time thinking about how you can help them based on your conversations.

We'll talk more next week…

– Jason Duprat, MBA, MSA, CRNA