MSD Insider 0:00
Welcome to med shark insider with Bill Fukui, your expert host on all things medical, marketing, and SEO.
Bill Fukui 0:08
Hello, everybody. Welcome to another episode of med shark Insider. Today, we’re going to maybe take a little diversion from just doing everything digital in terms of SEO and websites, because we talk a lot about those types of things. But I want to have a conversation with a person I’ve known for many, many years who actually kind of trained me and kind of broke me into the medical advertising world 20 G, like 25 years ago. And we’re going to talk largely about a bigger picture about marketing, medical practices, even back when we didn’t even have digital and kind of how we got there today. So my guest today is Tammy Kehe, and she is the president of network affiliates Incorporated, where I started in medical advertising, again, 25 years ago, and Tammy was already at that point, a seasoned veteran when it came to marketing, medical practices. So I learned an awful lot. And I’ll be honest with you, I still learn in almost every conversation I have with her. I’ve told her I walk away with new things, just by having a five minute conversation with her. So welcome today, Kenny.
Tammy Kehe 1:25
Thank you very much. I really appreciate you having me. It’s nice to be here. And yes, we’ve known each other for a long time. That’s for sure. Yeah.
Bill Fukui 1:33
Yeah, we we, I, I I value that relationship. And to that I would not be where I am today, or my family would not be where I am today. Had it not been for you and the family at network affiliate. So I’m very appreciative of that. Today. Do me a favor. I know you obviously really well. Why don’t you share a little bit of your background with our audience so they can kind of understand where you’re coming from?
Tammy Kehe 2:06
Okay, perfect. Appreciate that. So, my journey here at network affiliate started 34 years ago, that’s hard to believe. So my whole professional career has been here at network affiliates. And it’s been, you know, it’s been a tremendous path, that’s for sure. So, I came to work for the freaky family basically right out of college and got involved with professional service advertising, which at 34 years ago, I didn’t even know what that was. As you as you know, Mr. Freaky basically, was one of the first professional service providers, he’s a personal injury attorney to advertise. And that changed the world, as we know it today, just in terms of providing tremendous advertising and marketing campaigns for many services service providers across the country. So I started out in the arena 34 years ago, and kind of have worked my way up and through the organization, and now very proud to be the president and owner of this company, that has been the passion of my professional life, you know, throughout my entire career. So I love working with physicians and lawyers, I love the challenges that it affords. Believe it or not, there’s a lot of similarities between the two verticals on the medical side and the legal side. It’s ever changing. It’s incredibly competitive. I don’t see that changing at all. In the coming years, you know, the public is so used to now seeing doctors and lawyers advertise their services were 3040 years ago, that was just that was something that was just so like, not traditional. You know, you’re used to the restaurants, movie theaters, auto dealers, but now, the norm with medical marketing and legal marketing is every bit part of the entire marketing universe as, as every other business that advertises so I do feel a sense of pride that we had a lot to do with that just in terms of really, you know, just the start or invention of a vertical that is probably now one of the largest verticals of marketing.
Bill Fukui 4:28
You know, Tammy, you know, a lot of people may not even realize this. But back when we started, there was a time when lawyers and doctors and dentists positions, they couldn’t advertise it was illegal for them to advertise, you know, and it wasn’t until about 77 with the Bates decision that actually allowed professional service you could even take out of a yellow pay dad back. So we came from a completely different era. But I think some of the things that you talked about in terms of, you know, the similarities and how this industry has only become more competitive, whether it’s it’s legal or medical, and it’s, I agree, it’s, it’s only going to get more competitive. But I think there are things that I would like to maybe have you kind of share insights. And for the audience that that doesn’t realize the medical and legal space as much as their similarities, I am going to tell you that the legal space is significantly more competitive. Yes, that’s true, it is far more competitive. And for plastic surgeons or dentists that think, well, our business is so competitive, let me put that into perspective. You’ve got maybe 8000, board certified plastic surgeons in the country, right? ASBs members, maybe about seven 8000. You’ve got 93,000 registered personal injury attorneys in the US, that’s more than 10, fold the number of competitors in your space, and combine that with, you know, in each market, for every one, you know, plastic surgeon, that’s just in personal injury alone, that doesn’t mean criminal. Family divorce, that’s just personal injury alone. It’s a whole different space. So I think some of the stuff that I’ve always looked at from you is, when I market medical is, man, if I can do well in in legal, holy cow, we can really kill it in medical because, man, that space is so so much more competitive. So would you agree with that?
Tammy Kehe 6:48
Oh, I would totally agree with it. I mean, and how it’s how it’s grown over the last I’ll just say the last 25 years bill is just incredible. When you look at kind of historical trends in terms of spend, and we always look at categories of spend from a from a competitive standpoint, like communications, insurance, legal services, trade, schools, automotive, quick service, food, travel and leisure. And believe it or not legal ranks right around fifth or sixth out of the top 25 categories. And it is one of it is the only category over the last 25 years with the exception of last year, you know, the COVID year was a little different. But it is the only category that has never, and I mean, never seen a decrease in marketing spend in the top 125 markets across the country. So what does that tell you? It tells you that okay, then the other round tells you a couple of things. Number one, there’s opportunity with advertising and marketing and building a brand for professional service providers again, pick a vertical, there’s opportunity there. And secondly, it tells you, there’s money being made, because let’s be honest, people don’t invest money at that level for that many years, if they aren’t making money. And that’s what everyone’s in the business to do. And there’s nothing wrong with saying this, it is about the money. It’s about the revenue. It certainly is about the services you provide the service that you provide to your client, the way that you build your referral network, your brand and a marketplace. It’s about all of those things. But at the end of the day, let’s be honest, the whole point of a effective marketing and advertising campaign is to elevate you as a thought leader in the market, and to make money for you. That is the reason
Bill Fukui 8:43
you do it. Yeah, I mean, there’s no surgeon or practice I deal with where, you know, ROI and, and revenue isn’t, you know, on the front end of that conversation. And it should, I mean, at the end of the day, it should be they are making an investment in their practice. But I always looked at Wow, they got you know, a lot of these practices would would have very palatial facilities and they’re, you know, they’ve invested in great artwork, great furniture, this ambiance, and they’ve surrounded themselves with, you know, staff, professional staff, and they create this environment. Yet when it comes to marketing, they don’t spend you know, they don’t look at that the same type of investment with which I think it’s some somewhat of a mistake, you got to I love the fact that they they created a great environment. But if nobody ever sees it, you know, at the end of the day, if it’s only paying patients that come in and actually experience it, you got to let the world know what you got. You guys have there.
Tammy Kehe 9:51
That’s definitely true. I mean, it’s all about awareness. Bill, I mean, if you don’t have brand awareness, you know there’s there’s two parts through a, through a purchase funnel, so to speak, we’ll call it a purchase funnel era, a marketing funnel, so to speak, you know, you have to have awareness, and you have to have conversion. And awareness affords you opportunity to have to be in the consideration phase for patients of the future. And the conversion piece of that is patients for today. That’s the bottom part of the funnel. And oftentimes people don’t realize you need both pieces within an advertising marketing campaign, you need brand building and conversion, in order for you for people to see this lovely thing that you built to experience the incredible benefits of what you provide, whether it’s, you know, whatever type of service you provide, whatever type of physician you are, you’re providing you’re providing results. So that’s I mean, that’s your end goal is results for the patient. So you have to make sure that those things work harmoniously with each other. It’s not just if you build it, they will come, as you said,
Bill Fukui 11:07
you know, you talked about two different areas, which is the branding and the conversion, building, you know, almost creating the demand for a particular service. And that’s what we’ve always, you know, with media advertising, that was always my, my go to is, first of all, with a lot of my clients, they were the only one in that, that medium, when we were doing, you know, radio, or daytime TV and stuff like that, most of my clients, they were the only ones there. They were the Mavericks, they, they they blazed the trail. But with that, you know, they took a lot of criticism amongst peers, as you know, but they blazed a trail, and were able to brand themselves in a way that no other practice was ever able to do before them. Right? They became almost, at least to their target audience, and we’re buying media based on a demographic in that demographic. They were the the name synonymous with that particular service. And so I don’t think that that’s changed. I think the the years ago, when we talked about direct response advertising, we used to say, Oh, why I gotta run ads. And man, the phone’s got to light up, right? We, we always talked about well, and there was a time when that was the case. But I think today, the, like you said, this buying cycle, this, this marketing process that we have to go through, consumers got so much, many more resources to access information, compare providers, and do all these things. Media, absolutely create the brand, and stimulate the interest in demand for that particular service or interest, curiosity for it, etc. But now, instead of just picking up the phone and calling, now they’ve got a lot of internet rights of digital marketing that they can, can access. So you’re right, it, it absolutely needs to work, you know, hand in hand, and the practices that get the biggest ROIs are the ones that are actually effectively doing that, you know, they create the market and then build the funnel for
Tammy Kehe 13:26
it. Right? Well, and they have to, like, you have to get out of your comfort zone a little to Bill and understand okay, with, you know, when digital came into being like, I can remember when we were first trying to convince our clients that they needed websites, and they’re like, I don’t, I don’t need a website, I have this beautiful three. I’ve got this brochure that tells you all about me. And it’s what’s this website, we don’t need a website. I mean, you remember those days? I remember those. So where we were and I don’t remember was that like in the 90s, early 90s. I don’t remember when that happened.
Bill Fukui 13:58
But it was mid early, mid to late 90s.
Tammy Kehe 14:02
Mid to late 90s. Okay, so we went from I have a brochure, why do I need a website to really where we are today that your web property, your web asset, and I don’t even call it a website because I think it under estimates or under, it doesn’t accurately describe the value of what that is to you. But your web assets are your most valuable employee. Absolutely 100% The most valuable employee it is available 24/7 365 days a year, always energized always ready to deliver to whatever the consumer wants. has, has sustained throughout COVID When I say this tongue in cheek is not looking for any kind of hybrid work from home work within the office situation. I mean they are they are in gay Interested in Wheeling 24/7 365 days a year. So I invite you to look at your web asset as your most valued employee. And then you also have to look at this employee as someone that also needs to be fed, so to speak. And it’s other avenues that feed those web assets that elevate your brand and make you very relevant in the consideration phase for whatever service they need that you provide. And the way in which you have to do that today has changed because number one, the consumer, the prospective client has all the power. See, that’s the hardest thing about marketers, we used to have the power, we decided that we’re going to run a schedule, within whatever media television radio now there’s Ott, CTV, I mean, billboard out, you know, out of home, whatever it is, the consumer has the power now, because they have access to you with this valued employee, when they want it, they’re going to consume your information, they’re going to research you, they’re going to do everything they want to do when they want to do it, whether it’s on a mobile device, a desktop, whatever it is, but the question you have to ask yourself is how are you engaging them, to get them to where you want them to be? And so I would, I would encourage your listeners and your clients and you know, the people that you provide an awful lot of tremendous service to, to really think outside of, how can I differentiate, what can I do differently from what my competitors are doing, and engage people through sight, sound, motion, and emotion, because that’s the beauty of advertising and marketing is that you have the ability to engage people in a very personal way. And depending upon the avenues that you choose, you’re basically being invited into their home, again, regardless of the screen they’re consuming on or the medium in which they’re consuming you. So don’t ever underestimate that, and also understand what the power of video does to a potential relationship with a prospective client, whether it’s coming from the service provider, themselves, doctors, lawyers, whomever, or from their clients, it’s super powerful. And if executed properly, it affords you that opportunity to have that incredible top of mind awareness. And that brand perception that you need, you have to have that at the top of the funnel in order to get the patients closed at the bottom of the funnel.
Bill Fukui 17:44
You know, Tammy, I love the fact that you’re talking about, you know, messaging, as part of this. And, and really, at the end of the day, one of the areas that I would add to the website, that, you know, and again, I agree, it’s not a website, it’s web property. It’s, it really is your virtual you. It’s it. And that’s why, you know, I think practices really do spend a lot of time building their website. And they should, this is not something where you can just, like you said, put up get a piece of paper and I’m gonna create a brochure, you can change that next week, websites, build it, you know, you’re gonna live with that for a while. That is your vertical you. And, and I think practices really do take that more personal than other types of advertising. But I would add to that the social media aspect, particularly in cosmetics. And this goes directly with what you’re saying. People want to build relationships. This is no longer about advertising a widget a product that I can you know that that’s a commodity. At the end of the day, when we’re talking about surgery, or hundreds of 1000s of dollars when it comes to legal services, and medical expenses and things like that. Now it becomes a trust, Mark marketing, it is about relationship. It is about who’s not only the first one to get exposure, but who’s the first one to develop a rapport in relationship with those prospects, because I can now search and look around and shop, you know, whatever you want to call it. But I can look at reviews, I can look at all the other things, and somebody’s going to earn the opportunity to get my business. Okay. But one of the things that we talked about earlier in an earlier conversation was when I look at practices, Google Analytics. You know, in our businesses, SEO is a large part of what we do. So when somebody search for breast augmentation Dallas or New York clients websites show up for that, which is obviously important. But when I look at Google Analytics from practices that have been more established, that have built a reputation, and have done other types of marketing, not just search, what we’re finding is that those, those are websites that have huge domain authority, like a lot of the websites that really kill it on the search engines. They’ve done media advertising, they’ve done other types of advertising. And that has hugely fueled their credibility online by Google the traffic that comes to that site. But one of the things that Google also recognizes is that their branded traffic or repeat visitors, and that happens when you have a well branded business or reputation, where people search for your name, search for your domain. And that’s how they get there. And Google knows that Google knows it’s branded that and when they’re repeat visitors, so branding, and external marketing, advertising, media marketing, I don’t want practices to think that oh, well, I can’t do that. And I’m just going to focus on this. Understand that there are going to be practices that really do really well. And there are times when practices come to me saying, This guy is really killing it on Google, and haven’t been around that long. Where did he come from? You know, I’ve been out here, my domain, so much older, I’ve got so many more pages, yet he ranks higher than I am. And I’m like, Well, let’s take a look. And then when you look at backlinks, you look at, you know, what’s coming in the traffic that’s come, he’s doing some stuff other than just sel. Okay, he’s doing some other stuff. And so like you said, it all kind of works together. And it’s finding that combination in the right marketplaces, and in the right, you know, services that we’re going to try and market where the medium mix makes sense, where it can all feed on each other. But I love the I love that concept.
Tammy Kehe 22:12
And it has to make sense financially, I understand that because there’s not an infinite pot of money that every practice or firm has to allocate to marketing, because in this day and age, it would be great if there was because there are so many mediums in which you can invest. And the point is, diversification is going to be very important to you. And having a partner that understands, okay, from a competitive standpoint, how do we build this brand and generate leads at the same time? Because brand building is long term? I mean, that’s the whole point. Those benefits of brand building aren’t often recognized today. They’re recognized, like I said, in the future, but without it, you become a very transactional practice. And that’s going to get very expensive, because what are you going to do? Are you going to just pay the continue to pay more for clicks? Are you just going to continue to invest and you know, everything that is just going to be associated, like with a cost, you have to look for the value proposition and marketing every bit as much as the cost situation. And you have to understand that in most cases, and you just said it, Bill, there’s some combination of traditional advertising and marketing that absolutely elevates and improves and increases the value of the digital efforts. Because any one of them on their own. I mean, you also can’t have traditional advertising without a tremendous digital support. And I don’t think you can have a great digital support and campaign without some type of traditional, and it’s figuring out what does that look like for my practice? What does that mean? What’s the sweet spot? What’s the area of practice that gives you your highest return on investment? Where Where do you have your greatest referral based business coming from? Is there a hole in your practice that needs to be fed, maybe you do a ton of breast augmentations. But the lipo business needs a boost. So you focus a campaign on LIFO in order to okay, we don’t have this pot of money, but let’s focus on where we can get what I call the lowest hanging fruit. Where did the opportunities exist? And you have to look at your competition. You can’t say my competition doesn’t matter because I’m better than they are. You probably are, you’re probably probably better than them. But you still have to look at your competition because there’s only so much share to be held within a marketplace. Okay? So just because there’s more doctors more like lawyers, more physicians, more whatever, whatever the service provider is that enter a marketplace. The market is the market. So you have to buy for the business that exists in that market. But the good news on the medical side is you can stimulate demand for it. But the way you stimulate demand to me, in my personal opinion, from what I’ve seen, has to be connecting and engaging from a visual perspective. So utilizing social media, utilizing traditional media, exploring other areas and opportunities that come into being, you can be super hyper focused was so many types of campaigns now where it’s not just spray and play. I mean, you’ve got a very devoted situation where it’s like, I can make an impact. Here’s an area of town, here’s a geographic area that I draw tremendous business from. And I know there’s more to be had here. And I know that darn guy across town, steak and some business for me. So how do you supplant yourself into the hearts and minds of those prospective customers and clients and connect with them? And I think you have to think just visualization is just everything, especially, especially in the cosmetic business, let’s, let’s be honest, I mean, it’s absolutely everything, it’s results oriented, it’s visually driven. And you have to combine your marketing efforts. So you can leverage both of those. And it doesn’t have to cost you the farm, so to speak. But it has to be an investment, and you have to look at it not in terms of spend, there is a big difference between investing and spending. What’s it cost you, but what’s it worth to you, and you have to be patient, which is, that’s the piece of that upper funnel with that brand building, that is probably the biggest challenge of what we do. Patients are incredibly important when you’re building that brand. And if you don’t want to invest and build that brand, then go the transactional route. But please know that in the long run, it’s going to end up costing you more money for a transactional business than it is for a brand building business. It just is.
Bill Fukui 27:03
Yeah. You know, I don’t think there’s, I think though, there’s kind of a sweet spot, there’s, like you’ve talked about, if there are areas of opportunities, we can do brand marketing, and and I think research, you know, I I recently had a client that, you know, was wanting to do some micro needling, they got a Morpheus, a technology, and and I’ll tell you what, that’s such a hot technology. Everybody’s buying it. But they were like going well, how can we market, you know, market? And that? I mean, is there a big demand for this? I was told by my inmode rep that, you know, this is like the hottest thing. And when I did Google search trends, I started looking at Google Trends to see, you know, are people looking for this stuff, you know, and I found that there’s their searches just for Morpheus eight. And that the volume of searches for micro needling actually is higher today than it is for breast augmentation. Wow. Yeah. And I’m like going, Okay, well, what caused that? media? Media drove that because Khloe Kardashian and Kim Kardashian all these videos, like you said, the video thing, they did videos, showing them having these treatments done. That’s what if you see the spike in in searches for that happened almost in line with those events? Yes. Okay. And now this demand for this product is now out there. And I think, you know, practices that leverage those types of opportunities. Now, go out there and start marketing, you know, for those types of things, you build a brand build awareness, but you can also capture that demand to maybe help feed the, you know, feed the beast, so to speak. Totally, yeah, totally agree
Tammy Kehe 29:08
with you, Bill. I mean, it’s an it can become a thought leader in that. I mean, you talked about the power of social media. I mean, that’s a perfect example of a social media campaign, or even a radio campaign, that it’s education information. It’s powerful. It’s absolutely powerful. And you can’t just assume people are going to just kind of fall in your lap for that. It doesn’t mean and you’ll agree with me, I’m sure Bill that you can’t just put a page on your website and assume that that’s here we go, okay, we’re marketing for micro needling. No, you’re not. You’re not. If you if you marketing, you better be thinking of awareness and what comes first. You have to have awareness.
Bill Fukui 29:49
Yeah. And I think the you know, and they, you know, so even a lot of practices that I talked to about doing even microneedle or promoting the Morpheus technique. allergy and I’m like going, that’s great. But we got to promote this as microneedling can’t promote this as morphine safe, because still, the vast majority of people don’t know what that is, maybe there are people that are late buying decision, and they’re going to choose what micro needling technology. But that’s end of the funnel, we need to be reaching people at the top of the funnel, you know, in terms of building interest building, and then giving them the information that helps separate us that helps differentiate us, as a thought leader as really, man, if I’m going to have this done, this is the place I’m gonna go go and get it done.
Tammy Kehe 30:36
And sell results, like what’s the benefit to the patient? I think sometimes we get caught up in wanting to sell the product or the service or the service provider or the physician you need, you need to always have the client or prospective client or prospective patient. And at the very top of what your approach is, what is the benefit to me? And what is your because why should I choose you? Like what’s your elevator pitch, you should choose me or my practice? Because what is your clear because against your competitors, and if you always try to think of we are better because, you know, whatever it is, and get your staff to think what’s your because there’s so much competition. And even if your talents and your results, and your offerings are far better than everyone else’s, you better identify them and highlight them for your prospective patients and tell them because you know, but if they don’t know, what’s the difference, it just becomes kind of a race with Google to who’s gonna pop up and who’s got something I’m gonna click on quicker.
Bill Fukui 31:54
You know, you took you actually touched on something that we used to. We used to fly people, I used to fly out to practices to make sure that those people that are talking to internal, the communication that you’re talking about that yeah, the doctor may be able to explain this technology to a patient in front of them. But what about that person that’s answering the phone or getting questions or the person responding in email or live chats and text messaging, you know, there, it can, you know, the sales process can stop long before they ever reach the surgeon. You know, and you know, that, you know, one of the things that we used to do was we used to secret shop and, and train staff, we had an entire training manual. But I think that whole concept, and I think the industry is kind of adapted, you know, to a lot of that type of thinking. But it’s theoretical. They say we secret shop, but they don’t they say oh, I’ve got great people answering the phone, but they’ve never called as a prospective patient and go, Holy cow, I can’t believe we just said that. You said you know, what are we haven’t, like use that in the in the competitive environment. We’ve never secret chapter competitors to see what they’re and even if and understand that if we’re trying to market I’ll just use micro needling or Morpheus ad if we’re running ads promoting micro needling then holy cow, man, the people answering the phones that are know that we’re running a micro needling campaign and to expect calls about that and that we know what they’re going to have to say how they’re going to dress those you know, those loaded questions, the the differentiator questions, the price questions, the years, all those kinds of things, but I don’t a lot of practices think through those types of things when they’re putting together a campaign that you know, we also need the other things behind it, not only just the website promoted on social media, but also when when the actual opportunities you know, where the rubber meets the road kind of thing that we’re not fumbling and at the goal line,
Tammy Kehe 34:12
and every single person in their office needs to Always Be Closing always. They are always I mean it’s the you know, a famous movie I mean coffee’s for closers but oh and it’s it’s not any different than it was 25 years ago. Now the avenues are because not only do you have you know, in person and telephone but now you have to always be closing via chat and forms and texts and everything else. So it definitely has complicated that conversion funnel. But leads are just one part of it. Yeah, version is absolutely critical because really from a marketing perspective, the job of the advertising and marketing campaign and all the aspects that go into it is to generate leads. That’s the That’s what it is we need to deliver new prospects new leads to the business each day. But then the hard part is what happens when that is that leader prospect is delivered. And so from, you know, a marketing and advertising standpoint, there’s the external investment. But there’s the internal implementation. And that’s what has to have absolute keen oversight of, because if you’re getting 100 leads a month, I’m just making this up, and you’re only seeing three or four or five new patients a month, something might be wrong there. Yeah. And that that is something that again, that’s all that’s every bit as part of the funnel as a as all the external avenues are. So the whole, your whole kind of walk down memory lane, and for the training and the secret shopping, and, you know, if you’ve got, if you’ve got a little bit extra time, call your competitors. And you might be wowed by how they do handle the call, like, geez, that’s great. That’s a really great and you might be like, holy heck, that’s awful. Which then you need to figure out how your people are being handled. And I think there’s companies out there bill, correct me if I’m wrong, that actually can do ghost calls. So it doesn’t come from numbers that you know, okay, this is, you know, this is the doctor’s neighbor, this is the doctor’s wife or the doctors, husband, whomever it is, but I would invest in that whether you do any external marketing or advertising at all, I would strongly recommend that you Secret Shop Your staff, once a quarter, at least,
Bill Fukui 36:40
least, you know, when when we used to do training, we’d spend all morning training on, you know, on intake questions, how to position, the practice, you know, what’s the, what should be included in a, in a good intake call? What what steps need to be taken? How do you wrest control back from the caller, and control the conversation as opposed to just deflecting it? Then we would get on the phone and Secret Shop competitors in the marketplace that they helped identify? Who’s your biggest competitor for breast dog? Who’s your biggest competitor for porcelain veneers, whatever it was. And you’re right, some of them had really good intake. Some of them were really bad. majority were really bad. But the good news was is the staff when they would listen to my call my secret shopping call with them. They were like they were so surprised is that did you call them before? And I said, No. Why is it? Well, how did you know that we’re gonna do this? Or how did you know that? I said I didn’t. And they’re like, Well, isn’t that kind of risky? As a consultant? You don’t know. I said, Hey, I went eat away. Is this good intake? You guys better sharpen the you know, sharpen the knife, you know, because you are gonna lose business. If you guys don’t clean up your act. Or if it’s really poor, it’s like, holy cow. That’s your biggest competitor. Right? Talk about unity. Talk about business opportunity, because we know people shop. Yeah. Want to be in the mix. If I can get one of those calls to call them in us. I know they’re going to come here. Okay, that’s kind of a, you know, the mentality. But it was always interesting. They always thought, Well, how did you know that? They don’t? Well,
Tammy Kehe 38:30
because you know that there’s opportunity there because there’s huge opportunity for all service providers from an intake situation. And you know, I would I would, I would challenge you just do the math. Look at your numbers, you know, what’s your average case value? Or what’s your average patient value to you? And if you were to increase your your conversion by a mere, let’s just say 5%? Which to me 5%. What does that mean in terms of revenue to your practice? So whatever your average client is worth to you the value to your business? If you have 5% more each month, not not over the year, but if you increase your conversion 5% Each month, times 12. What does that look like from a revenue standpoint for your practice for your firm? It’s extraordinary and you didn’t spend one, all you did is you paid attention. You didn’t spend one extra dime for the additional 5% You paid attention and you made tweaks to your earn to an internal situation and you focused on the fact that I’m getting the leads, I need to increase the conversion. Everybody wants more leads and my point is, if you are not capturing and capitalizing on the leads that you are getting, and making sure that every single lead that you want is coming through your door. You are leaving a lot of money on the table or spoon feeding your company editors because you didn’t close them. Yeah.
Bill Fukui 40:04
Makes perfect sense. Hey, I’m gonna regress a little bit Danny, you had mentioned Ott, yes. I started about OTT maybe about I would say about a year and a half ago, maybe a year ago I started, we started looking into some of that. Give give our audience a little background, what is OTT and how is kind of traditional media or or media advertising delivery of, of media advertising kind of changing with this new digital environment.
Tammy Kehe 40:41
So it’s get connected TV or OTT. So it CTV or OTT over the top is what OTT stands for. There’s also the reference to CTV, which is connected TV. So that is where you are streaming your programming content. I’ll say that whatever video content, whether it’s sports or the Bachelorette, or you know, Beverly Hills, housewives or whatever the heck people watch. But it’s where instead of instead of having a subscription based provider, like cable dish, Direct TV, you’re streaming all your programming content through a device that’s attached to your TV, or if you have a smart TV through an app on your smart TV. So you have a lot of people that are what we call cord cutters, which means they’re getting rid of the cable and the Direct TV in the dish. And or cord, Nevers, people who have never had it the younger generation, they don’t even know I mean, it’s funny, you know, I asked my kids, you know, do you know the difference between a broadcaster a cable station and they are like they don’t even understand the vernacular, it doesn’t mean they’re just like, What are you talking about. So it’s no different than, like a phone with a cord on it that you used to have to stretch into another room to have privacy when we were growing up as kids to talk. So there’s a tremendous percentage of our population, it averages 25 to 30%. And those figures change every day. So I’m not pretending to be an expert on the exact percentage, but you’ve got, you know, 25 to 30% of people who are not utilizing a service to watch programming to watch television to consume content, they’re streaming it. So that’s opened up an opportunity for advertising, you can now purchase advertising within streaming platforms. And you know, I can like Hulu, that’s a streaming platform. So if you’ve got a Hulu subscription, and you go to that to watch, and you get served ads, that’s that’s a mode of advertising. That’s, that’s connected TV that’s over the top, that’s, you know, that’s streaming advertising. Everybody’s familiar with Netflix, you can’t advertise on Netflix, boy, did they make a mistake by not monetizing that, because, holy cow. Yeah, it’s just amazing to me, but that everybody can understand Hulu, Netflix, you have opportunity with streaming content, to serve up advertising in a very specific targeted way. You know, broadcast television is a reach vehicle because it reaches more than just who you’re targeting, because of the sheer power its distributed, goes up, you know, 99% of homes in the marketplace will have the potential to see your message through a traditional broadcast by with streaming, you can target I don’t want to say the household but because that’s programmatic and you there is that’s a whole nother discussion bill but like if I want to reach females 50 plus average household income of 150,000 that message can be delivered specifically to those homes because all that information you know, nothing you do every there’s all kinds of intel that selective on everybody that’s you know, got an IP address based on your household and your purchase history and everything else. So it’s, again, it’s another opportunity to be able to reach audience that are not consuming media in a traditional format. It’s no different than satellite radio compared to local broadcast radio. I mean, it just it just keeps prolife you know, just growing and growing and growing with all these digital mediums and it’s a very effective it can be a very effective form to use for very targeted advertising campaigns.
Bill Fukui 44:31
You know, and I think you kind of touched on too you know, the demographic that is that is embracing this you know, cutting the cord and, and, and not wanting to pay cable television and never have or whatever that’s this millennial and Generation Z, you know, which quite honestly dominates plastic surgery and cosmetic I mean that it’s it’s it’s the Instagram ah Dance. It’s the Snapchat audience. And I think those are, you know, if a practice is looking at, what can I do to market maybe where there’s less noise where there’s fewer competitors, and there is there’s a lot fewer competitors in those faces. You know, in the medical space, I know a lot more attorneys legal are is now doing a lot more of that. But I still don’t see a lot of medical, really embracing or really having recognized that opportunity. With that demographic, I think that’s the right demographic for OTT or CTV.
Tammy Kehe 45:38
Well, it’s, again, it’s an opportunity. And it’s not that it’s inexpensive, because understand bill, the more targeted you get with your approach, the higher your cost per 1000 goes, but then you don’t have the waste. So then you’re delivering messaging to a very specific target audience that you definitely want to reach for particular procedures. And if you have different demo cells, based upon the procedures you’re offering, maybe there’s if you have a, you know, a medical spa, that you have, you know, certain demographic for that the breast dog patient or the lipo patient, whatever the case may be, you can be very, very targeted with that, and there’s much less there’s less minutes of advertising in streamed program. I think that don’t quote me on this. It’s maybe I don’t want to say it, because I don’t want to be wrong when someone says that woman doesn’t know what she’s talking about. But it’s there’s there’s much less advertising within an hour of streaming program than there is an hour of traditional traditional programs. Yeah, totally. Yeah, linear broadcasts. So the environment is much less competitive. But again, it’s not a reach vehicle. It’s a very targeted vehicle, but it does present opportunity. And my point is, there’s so many opportunities out there in order for you to build your brand within the audiences that you know exactly who you want to go after. And to explore those and make sure that if possible, they’re a part of your overall marketing campaign. So you have all these wonderful mediums, social digital, Ott, CTV, potentially radio, even ecrm, your database marketing, your referral based business, traditional television, whatever it is, so they’re all working together, and making sure that that investment is looked at holistically and collectively, but again, I go back to them, your intense focus on the leads and the conversion, because it’s a it’s a complete waste if you don’t know, what is being generated. And of course, don’t think you can just rely on people to say, How did you hear about us? Because nobody’s gonna say on Ott, no one’s gonna see it. They’re just not Yeah, I would expect 95% of the responses, if that’s how you track where people come from, they’re gonna say your website. And then you have to ask yourself, how many vehicles? Do you have driving prospective patients and clients to your website? And again, all working together?
Bill Fukui 48:11
Yeah. No. Really, really good information. Tammy? What do you feel like, you know, there’s again, I never a time where I don’t walk away with new talking points, new things to research and hopefully learn more. I have been in this business a long time we started together. But like you said, things changed so quickly. That in order for our clients to get the maximum benefit of what we do for them, we’ve got to continually stay on the cutting edge or leading edge kind of thing.
Tammy Kehe 48:47
Yeah. And embrace the passion of marketing and advertising for practices. It’s, you know, it’s it’s a it’s a gamble. It definitely is. But, you know, I will tell you, it’s worth it and and just look at it is it’s it’s without it, where would your practice be whatever avenue you choose, but it’s fun, and there is no no shortage of avenues to explore. So, I love it. It’s, you know, it’s like I said, it’s been my whole professional career, and I just don’t think there’s any better business to be and then helping other people build and grow their business that is so rewarding, so rewarding. I
Bill Fukui 49:24
completely agree. Tammy, do me a favor. How can my audience learn more about Ott, you know, combining more multi channel marketing, you know, through media, as well as through, you know, digital, linear, et cetera. How can they get a hold of you or find you guys?
Tammy Kehe 49:48
You can, you can go to our website, which is it’s kind of hard to say this so people know what it is, but it’s net F and eta f f.com. And Sir Like, go to our website or, you know, Google, Google and, you know, contact us and our phone number, whatever it is, I mean, we’re happy. And, again, you know, understanding too, that the beauty of you have a lot of providers within your practices. And no one provider has all the answers. So the beauty is getting people who work really well together and understanding that it’s the sum of the parts that make the, for the for the client. And that’s what’s important, you know, so, you know, just obviously, I have, you know, we’re not competing in any way, Bill, but just understanding that your provider should be working together to do what’s best for the prospect. So,
Bill Fukui 50:41
yeah, I would agree and if anybody has challenges, I’d be happy to. If you reach out to me, I will personally make an introduction to Tammy because I think the world of her so thank you again, I mean, all your insights.
Tammy Kehe 50:57
Thank you so much. Take care y’all. Bye bye. Okay.
MSD Insider 51:00
Bye. Thanks for joining us for the med shark insider with Bill Fukui join us next week for another dive into all things medical marketing. All episodes can be streamed at WWW dot med Shark digital.com/med Shark that insider
Transcribed by https://otter.ai