Marketing – Are you Doing it Wrong? – Part Two

Last week, we began our discussion of Dr. Andrew Schneider and his marketing black belt, ninja, rock star success in the podiatry world. So is it that Andrew is doing to achieve such success?

Andrew does what it takes to market online.

Having a website is useless if you don’t use it. Having blogs or videos are the same – useless unless you use them. Andrew uses them.

Why use them? 5-7 new patients/day.

You know, if the average patient is worth $480 to a practice in revenue in the course of a year, 5-7 new patients/day is $691,200/year coming from the website and that is a conservative number. What is YOUR average patient worth to you per year financially?

Here is what “using them” means

Andrew does the following:

He adds content to his websites multiple times in a week - 350-600 words of good content.

He makes a decision about what he will add to his website by viewing his Google analytics to see what the top searches people are using to find his website.

He adds blog posts on a daily basis.

He is active on social media and shares content and video regularly – every week.

The true differentiator is that he sees this as a critical business function – as an essential piece of his success as a podiatrist. Recently, he had something happen that dropped his visits to his website back to 4,000 in a one month period. He saw a direct correlation in his new patient volume. The “issue” was resolved and he popped right back on top with his dominate market status.

There is no bad marketing, only bad marketers

Most podiatrists have everything they need to be as successful as they want to be in private practice. But most podiatrists (most everyone who owns a small OR big business) don’t focus on doing the simple things they need to do to have all the success they desire. They just keep doing the same things over and over again, day after day, and they expect a different result. This is Albert Einstein’s definition of insanity.

By every definition that I know, Andrew Schneider is a success – a success as a husband and father; a success as a community member and citizen; a success as a doctor; and a success as a business owner. But he was given nothing different from anyone else. He simply made up his mind to focus on his goals and pursue them every day, regardless of the difficulty, regardless of the effort, and he achieved them. The great thing about winners like Andrew is that he is now focused on goals that are at a much higher level than he was working towards a year or two ago, and he will continue to do that in the future.

How about you? Is it time for you to achieve your big goals for success in both your professional and personal life? Nothing, absolutely nothing, is standing in your way except your own thinking.

Rem Jackson
Founder and CEO of Top Practices, LLC
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