Clinic Marketing System - November 2020

Take a look at this month's edition of The Elective Medical Spectator

YOU HAVE 30,000 DAYS TO LIVE — WHAT WILL YOU DO WITH THEM? 3 THINGS I’M THANKFUL FOR THIS YEAR If you assume that the average person lives to about 75 years old, it turns out that we all have about 30,000 days to live. Seeing that number is pretty scary, but I think we have two ways to look at this: with dread or with excitement. I chose the latter. Instead of looking at that number every day and thinking, “Wow, that isn’t a lot of time,” I tell myself that I really have 30,000 lives to live. Every day is an opportunity (even in 2020!) and no matter the adversity I faced yesterday, will face today, or could face tomorrow, I always want to be present in the moment. It might sound cheesy, but that mindset has really changed my life. I’ve started making my annual goals with that 30,000-life deadline in mind. When 2020 started, I made a simple resolution: This year, I would spend more of my “lives” with my daughters. My beautiful girls are named Avery and Alyssa, and they’re 7 and 9 years old. This is a transformative period of their lives, and I knew as their dad it was my job to really be present for them. That goal led to other goals — in order to be there for my kids, I needed to focus on my health, balance my business and personal life better, and basically improve myself physically and mentally. I actually have to thank this crazy year for making that crystal clear to me. The hammer blows of the pandemic and natural disasters have forced me to look inward and ask myself, “How can I be the best possible leader for my home?” With Thanksgiving around the corner, this seemed like the right time to share that personal journey — and my ticking 30,000-day clock — with you. Looking at life this way really puts gratitude front and center. This year, I’m thankful for my health and family, but I’ve also found two other big things to be grateful for: our human drive for self- improvement and the ability to innovate.

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3620 40th Street Court NW Gig Harbor, WA 98335 206-437-0529 www.clinicmarketingsystem.com THE SPECTATOR Elective Medical “This year, I’m thankful for my health and family, but I’ve also found two other big things to be grateful for: our human drive for self- improvement and the ability to innovate.”

and my clients’ patients. It’s really important to me to be constantly improving myself, and I think I’ve made some strides this year. But I’m also thankful for the effort my clients have put into leveling up their practices. This has been possible in part because the pandemic has put us all in the mindset of “home improvement or self-improvement,” as a friend of mine put it. Since we’re stuck at home, we’ve all been feeling the itch to improve ourselves and our homes, and the former has put elective medical procedures front and center. Because of this drive people have, a lot of the elective medical practices I work with are experiencing explosive positive growth right now, and that’s definitely something to be thankful for. I’m also grateful for the ability to innovate, because that has helped my company and my clients survive this pandemic. I’m thankful that I’ve been able to come up with new win-back campaigns and virtual consultation formats to keep my clients’ marketing fresh, and even more thankful that they’ve been willing to embrace them. The way people are interacting with and experiencing the medical field has changed forever, and by diving into this new reality, my clients have been able to rebound from those first few months of lockdown and exceed their own expectations. As we head into a new year, I’m going to keep thinking about the 30,000 days I have to live, and I hope you will, too. What do you want to achieve during your 365 “lives” next year? Let that question guide you, and I promise you’ll be on your way to a successful 2021. – Michael King 1 206-437-0529

When I talk about being grateful for self- improvement, I’m referring to myself, my clients,

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WITH FILMMAKER EXPERTISE MASTERING THE VIDEO SALES CALL

TIP NO. 2: GET THE CAMERAANGLE RIGHT. Aesthetically speaking, one of the worst angles for a camera is pointed upward at the subject being filmed. However, you’re often looking down at your laptop or monitor’s camera. Instead, stack your laptop on books or risers for meetings, or purchase a separate camera to mount at eye level or just above you. This is a much more flattering and commanding angle. TIP NO. 3: LOOK AGAIN. In the moments leading up to a video call, remember to do two things. For starters, quickly scan the background behind you. Will your prospective clients see anything unflattering or unduly distracting? A simple background, like a plain wall or a bookshelf, is great for bringing attention to you and not what’s happening in the background. And before you join that meeting, rehearse looking into the camera as you speak, not at the screen itself. That will create eye contact for those in the meeting. You don’t have to be an Oscar-winning filmmaker to master these techniques. All it takes is a little practice to upgrade your video sales call.

As we continue to adapt to a half-digital, half-physical world, one thing is certain: This is our new normal. And in the business world, you adapt or you die. While in-person sales meetings and lunches will never be a thing of the past, mastering the video sales call to present yourself, your company, and your product is vital. After all, you want the most memorable part of your call to be the product you’re pitching — not your cluttered background or the tinny sound. To appear like a pro, try these three tips from filmmakers to make your video calls the envy of your competition. TIP NO. 1: USE WHAT YOU HAVE. While moviemakers, vloggers, and podcasters have advanced equipment to make them look and sound great, you can provide a professional video call without blowing your budget. Start with lighting. Shine a lamp toward the wall facing you, and turn on a light behind you to softly illuminate your face while creating background light for depth. Good sound quality can be just as simple to achieve. Rather than rely on your computer or laptop’s microphone system, plug in your AirPods or headphones. These items have built-in microphones that better capture your voice due to their proximity to your face.

BRING YOUR LEADS HOME FOR CHRISTMAS! WHY NOW IS THE PERFECT TIME FOR A WIN-BACK CAMPAIGN

3. You have the perfect offer window. Thanksgiving, Black Friday, Cyber Monday, Christmas Eve, and Christmas are all just around the corner, and they’re all great bookends for your offer. Try kicking off or ending your win-back campaign on one of these notable dates, or doing both. This will help the offer stick in your clients’ heads, and you could even position it as a “gift to yourself” to fit with the season.

You know that classic carol, “All I Want for Christmas (Is My Two Front Teeth)”? Well, this year we’re willing to bet that all you want for Christmas is for your leads who have fallen off the map to call you back and book a consultation. Luckily, the holidays are the perfect time to use a win-back campaign to make this happen — and this year, that’s more true than ever before.

If you’re on the fence about launching a win-back campaign to reactivate old leads, consider these three points:

1. Empathy is at an all-time high. This year has been tough, and your patients know it. Instead of pretending that things are fine, we suggest that you lean into that mutual struggle. Be honest. Let your leads know you’re reaching out to them because you could use the business, but add that you also want to make sure they’re taking care of themselves. Your procedure offers a real, tangible, positive value that will improve their lives, and if you can communicate that eloquently, it will resonate. 2. They’re already in the mood to shop. When the holidays arrive, people are primed to spend money because they’re already shopping for Christmas. Your win-back campaign can ride on those coattails.

If there will ever be a time to text or email your old leads — or even reach out to past patients asking for referrals — this is it. When you’re ready to learn more about planning the perfect win-back campaign or have our team of professionals take care of it for you, reach out to us at 206-437-0529 or ClinicMarketingSystem.com/home.

www.clinicmarketingsystem.com

Do New Year’s resolutions really need to wait until January? We don’t think so. In fact, nailing down your 2021 goals now will help you jump into achieving them after the holidays! As you’re going through the planning process this fall, don’t neglect these important questions: 1. What are your monthly revenue goals, broken out by procedure? This might seem like a no-brainer, but many elective medical practice owners overlook the second part. Breaking your goals out by procedure is key because you can use those numbers to reverse-engineer your marketing. Once you know how much you want to make, you can figure out how many new patients you need, how many leads you need to convert in each category, and what to prioritize in your marketing campaign. ARE YOU READY TO SUCCEED IN 2021? 5 QUESTIONS TO ASK YOURSELF WHEN PLANNING FOR THE NEW YEAR

TAKE A BREAK

2. What data do you need to measure on a daily, weekly, or monthly basis? If you want to improve a data point — your

number of consultations or callbacks, your patients’ average lifetime value, etc. — you NEED to measure it. There’s no way to know if

you’re experiencing the growth you want if you don’t have data showing where you started. Start tracking your progress now.

3. Are you getting the maximum output from your existing business assets? What is left to leverage? Look around at the assets you have: your staff, your website, your past patients, your social media, etc. Are they all performing at their best? Odds are they aren’t, and you can take steps to leverage them in order to get more five-star reviews, referrals, or patient conversions. Do it! 4. What is holding you back? Is your staff lackluster? Are you tired and sluggish because you’re physically out of shape? Are you stuck in a negative mindset? Is your office in a terrible location? Look at what’s holding you back from achieving your revenue goals and aim to fix those things.

“Discipline is choosing between what you want now, and what you want most.” – Abraham Lincoln

5. Which activities are the best use of

your time? Look at what you did in 2020 and ask yourself, what was the best use of my time? Which activities saw the most return? Then, eliminate or outsource the things that didn’t benefit you. If marketing isn’t the best use of your time, for example, and it would be better spent performing surgeries, it’s time to bring in the experts.

Answer all these questions, and you’ll set yourself up for success in 2021!

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You Have 30,000 Days to Live — What Will You Do With Them? INSIDE THIS ISSUE Filmmakers’ 3 Tips for Video Calls That Don’t Suck The Trick to Converting Leads During the Holidays 1 2

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5 Questions to Ask Yourself When Planning for the NewYear

Researcher Brené Brown Helps Leaders Find Their Vulnerability — and Succeed

WITH BRENÉ BROWN’S BESTSELLING BOOK ‘DARE TO LEAD’

How many leaders do you know who will admit to their mistakes openly and honestly to their team? How many leaders have you heard ask their team for direction? How many leaders are willing to step aside so someone else can shine? Chances are if you know that leader — or if you are that leader — then you understand the future of leadership, according to author, researcher, and teacher Brené Brown, Ph.D., author of “Dare to Lead: Brave Work. Tough Conversations. Whole Hearts.” In this book, Brown details her seven years researching and gaining a better understanding of leadership. She interviewed business leaders at both small and large companies, asking questions that revealed what great leadership looks like. Together with her research team, she learned why certain workspaces thrive and grow while others, with seemingly just as powerful of ideas, wither and die. And it all boiled down to one thing, Brown says: courage. In “Dare to Lead,” Brown examines the four pillars of courageous leadership and how business leaders today can practice and perfect it. Brown teaches the four pillars through her consulting work and has seen radical changes in organizations that practice courageous leadership. Brown offers examples — from well-known CEOs and within her own business — to walk readers through real-life applications of courage and how to create stronger teams through vulnerability.

Brown exposes how business cultures that don’t practice vulnerability are ineffective as a result. She theorizes that often, these workspaces are filled with fear, uncertainty, and scarcity. To remove these negative traits, Brown offers leaders a road map to build their courage while practicing vulnerability and creating happier work environments. Brown has spent the past two decades researching and breaking down emotional concepts into tangible goals for her readers and followers. She is the owner of The Daring

Way, a consulting firm that helps businesses develop vulnerability in leadership and the workplace. She is also the host of the podcast “Unlocking Us” and has one of the most-watched videos of all time, “The Power of Vulnerability.” You can learn more about Brown’s work and find “Dare to Lead” at BreneBrown.com.