Patient Convert Podcast with Kelley Knott
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Local SEO for Healthcare Practices #138
Posted on Monday December 28, 2020
How do you get started, and does Search Engine Optimization really matter? Join Justin in this episode as he walks us through how to navigate the waters of SEO and the importance of Local SEO for healthcare practices.
[00:01 – 08:49] What is SEO?
- I introduce the topic of today’s episode.
- What is Search Engine Optimization (SEO)?
- Optimizing your website to perform better in search engines (i.e., Google)
- The process of doing Local SEO for our clients
- Honing in on improving their rankings from a 15 to 20-mile radius around their practice locations
- Google My Business
- Links (backlinks, citations, etc.)
- Paid SEO
[08:50 – 28:42] What Affects SEO?
- Components that affect search results and the manner of how patients search
- Searches that patients make:
- Condition specific
- Treatment specific
- Provider specific
- Provider specialty
- Who are you as a practice?
- Justin talks about Google My Business
- Setting up your profile and integrating your Google My Business to your website
- Reviews and its role in Local SEO
[28:43 – 37:39] Listings
- Citations and Physician Directories and why they matter
- Listings management platforms
- The FOUR Major Components in your website to increase your local SEO rankings
- An individual page that includes your specialty and location
- Individual pages for your Medical Practitioners
- Don’t fall victim to the dreaded list of services
- If you want to rank well, you need well thought out content on the things you do
[37:40 – 42:28] Closing Segment
- Make sure you have a call tracking tool
- You can hire a professional to help you with your SEO
- Final thoughts
Tweetable Quotes:
“You want to make sure when somebody is searching for you. They’re gonna find those listings – that all those listings are super accurate. And the more accuracy we have and more unification across all of those major directories, the better we’re gonna perform actually with our Google My Business.” – Justin Knott
“Doing [SEO] right [will] give you a huge leg up from all other local competition and will help you continue to grow in visibility and rank better for the things that you do as a practice or a provider.” – Justin Knott
Resources Mentioned:
Subscribed Yet? Now you can!
Subscribe to the Patient Convert Podcast and never miss a new episode!
Subscribe for emails or using your favorite podcast app via Email, Apple Podcasts, Google Play, Spotify, Stitcher or visit my website https://kelleyknott.com/
Feel free to connect with me on LinkedIn, Twitter, Facebook, Instagram
What We Do
Check out our Healthcare Marketing Agency – Intrepy Healthcare Marketing
Check out our physician liaison training platform – Physician Liaison University
Leave a Rating & Review for Other Listeners!
I hope that you have found this episode and any others you have listened to to be helpful in your growth as a healthcare marketer or practice owner. Please consider leaving a review on one of the channels above.
The best way to do that is to rate the podcast on Apple Podcasts and leave us a brief review! You can do the same on Stitcher as well.
Your ratings and reviews help get the podcast in front of new listeners. Your feedback also lets me know how I can better serve you.
Thanks for listening. Kelley Knott
Google Ads & PPC for Medical Practices with Nick LaIuppa #137
Posted on Tuesday December 22, 2020
Welcome to another episode, and today we are joined again by Nick LaIuppa. Nick is a Digital Marketing Specialist at Nick LaIuppa Marketing. With his expertise and experience, he will walk us through a lesson about Google Ads and PPC (Pay-Per-Click) for Medical Practices.
[00:01 – 09:08] Google Ads
- What are Google Ads & PPC?
- Nick talks about how Google Ads function at a higher level.
[09:09 – 32:38] Strategy Development
- Establish your patient personas first
- Think like a patient (what type of keywords will they be searching for?)
- Stay away from Google Smart Campaigns (it’s a great way to lose money)
- The key elements in search ads
- What makes a good landing page?
- Targeting and Retargeting
- Choosing the right budget
[32:39 – 37:27] Potential Problems to be Aware of
- Nick talks about potential problems when marketing medical and health-related services you should know about
[37:28 – 43:31] Tracking Your Campaigns
- The different strategies you can use to track your campaigns
- Call tracking
- Google Tag Manager
- Hire the appropriate professionals
[43:32 - 46:12] Closing Segment
- Check out our previous episodes featuring Nick and ways to connect with him. See the links below.
- Final thoughts and gratitude
- Have a Happy Holiday!
Tweetable Quotes:
“You should stay away from choosing the smart campaigns that google offers.” – Nick LaIuppa
“You want to tell people exactly what it is you offer and how they can get it as soon as possible.” – Nick LaIuppa
Resources Mentioned:
- Google Tag Manager
- Pay-Per-Click (PPC) definition
- Patient Convert Podcast Ep. 126 – w/ Nick LaIuppa
- Patient Convert Podcast Ep. 136 – w/ Nick LaIuppa
You can connect with Nick on Linkedin, Instagram, Facebook, Twitter, and Youtube or visit his website https://nicklaiuppa.com/
Subscribed Yet? Now you can!
Subscribe to the Patient Convert Podcast and never miss a new episode!
Subscribe for emails or using your favorite podcast app via Email, Apple Podcasts, Google Play, Spotify, Stitcher or visit my website https://kelleyknott.com/
Feel free to connect with me on LinkedIn, Twitter, Facebook, Instagram
What We Do
Check out our Healthcare Marketing Agency – Intrepy Healthcare Marketing
Check out our physician liaison training platform – Physician Liaison University
Leave a Rating & Review for Other Listeners!
I hope that you have found this episode and any others you have listened to to be helpful in your growth as a healthcare marketer or practice owner. Please consider leaving a review on one of the channels above.
The best way to do that is to rate the podcast on Apple Podcasts and leave us a brief review! You can do the same on Stitcher as well.
Your ratings and reviews help get the podcast in front of new listeners. Your feedback also lets me know how I can better serve you.
Thanks for listening. Kelley Knott
Finding Success with Social Advertising to Patients #136
Posted on Tuesday December 15, 2020
When choosing the right social platforms for your advertising and marketing, there are several factors to take into account. The demographics of your customers/targeted customers, the type of users present on a specific social platform, and many more. Here, with us today is Nick LaIuppa, a Digital Marketing Specialist at Nick LaIuppa Marketing. Nick walks us through the process and shares different strategies to finding the success you are looking for with social advertising.
[00:01 – 10:02] Opening Segment
- The Basics of Social Advertising
- What social platforms are you going to utilize?
- How to choose the right platform for you
- What are your target customers/clients/patients?
- Define who your audience is and tailor a strategy fit for them
[10:03 – 27:45] Search vs. Social
- Nick talks about the difference between “Social” and “Search.”
- How will it affect your platform?
- Finding your audience on social networks
- Appropriate marketing for different types of audiences
- Cold and warm audiences
- Analyzing the performance of your Ads
[27:46 – 44:26] Level Up Your Ads
- The Different Ad Types
- What types of Ads work well?
- Anything that would be valuable to your customer makes a good lead generator
- Webinars, pdfs, quizzes, free consultations, etc.
- Do as many videos as you can in your advertisements
- User-generated contents
[44:27 – 49:23] Tracking Your Campaigns
- The different strategies you can use to track your campaigns
- Phone calls
- Form submissions
- Book appointments
- The importance of following on your leads
[49:24 – 59:44] Closing Segment
- When 30% of your leads get converted to sales, the 70% now know you the next time they encounter you.
- Build upon that and continue your nurturing sequence
- Final thoughts
- Connect with Nick. See the links below.
Tweetable Quotes:
“There’s no way that us or any marketing company can guarantee results or tell you within a week you’re gonna get this many leads because the reality is nobody knows.” – Nick LaIuppa
“Your Ad needs to sell somebody and needs to catch your attention, and it needs to sell them.” – Nick LaIuppa
Resources Mentioned:
You can connect with Nick on Linkedin, Instagram, Facebook, Twitter, and Youtube or visit his website https://nicklaiuppa.com/
Subscribed Yet? Now you can!
Subscribe to the Patient Convert Podcast and never miss a new episode!
Subscribe for emails or using your favorite podcast app via Email, Apple Podcasts, Google Play, Spotify, Stitcher or visit my website https://kelleyknott.com/
Feel free to connect with me on LinkedIn, Twitter, Facebook, Instagram
What We Do
Check out our Healthcare Marketing Agency – Intrepy Healthcare Marketing
Check out our physician liaison training platform – Physician Liaison University
Leave a Rating & Review for Other Listeners!
I hope that you have found this episode and any others you have listened to to be helpful in your growth as a healthcare marketer or practice owner. Please consider leaving a review on one of the channels above.
The best way to do that is to rate the podcast on Apple Podcasts and leave us a brief review! You can do the same on Stitcher as well.
Your ratings and reviews help get the podcast in front of new listeners. Your feedback also lets me know how I can better serve you.
Thanks for listening. Kelley Knott
What is Backlinking? #135
Posted on Tuesday November 24, 2020
Backlinking is so important for a top-performing marketing strategy but this is a topic I don’t know much about. So, joining us for today is my co-host/special guest for this episode, Justin Knott. Justin is a genius when it comes to digital marketing and he will discuss with us Backlinking which is something physicians want to better understand.
[00:01 – 12:28] What is Backlinking?
- I introduce the topic of today
- A little bit of background about Backlinking
- Justin explains what is Backlinking
- It’s essentially going through a process to improve the rankings and visibility of your website.
- What is a ‘Backlink’?
- The importance of Backlinking to your healthcare marketing strategy
- Essential to the long-term success of your program
- It builds trust core or trust authority for your website
- Is there bad backlinking marketing or spam?
- How to identify good and bad backlinking
- Always undergo a backlinking audit
[12:29 – 20:55] The Difference Backlinking Makes
- Justin talks about the advantages of leveraging backlinking
- Shares tips on how to improve the backlinks to your website
- Should you hire an agency?
- Things you can do on your own
- Haro (Help A Reporter Out)
- Guesting on Podcasts
- Guest Blogging
[20:56 – 27:05] Investing in Marketing
- When is the right time to focus on backlinking marketing?
- Justin leaves us with some things to think about backlinking:
- Get it on your radar as far as something you want to focus on
- It doesn’t need to be overwhelming
- Monitor your backlink process
- Do a backlink audit for your website
- If you’re not sure how to start, hire an agency to get help
Tweetable Quotes:
“At the end of the day, Google is in the search experience game. And what I mean by that is they want to get every search right and as accurate as possible and give you the best experience possible every time that you go on there and do a search.” – Justin Knott
“Make sure that you do have a backlink building as part of your long-term strategy.” – Justin Knott
Subscribed Yet? Now you can!
Subscribe to the Patient Convert Podcast and never miss a new episode!
Subscribe for emails or using your favorite podcast app via Email, Apple Podcasts, Google Play, Spotify, Stitcher or visit my website https://kelleyknott.com/
Feel free to connect with me on LinkedIn, Twitter, Facebook, Instagram
What We Do
Check out our Healthcare Marketing Agency – Intrepy Healthcare Marketing
Check out our physician liaison training platform – Physician Liaison University
Leave a Rating & Review for Other Listeners!
I hope that you have found this episode and any others you have listened to to be helpful in your growth as a healthcare marketer or practice owner. Please consider leaving a review on one of the channels above.
The best way to do that is to rate the podcast on Apple Podcasts and leave us a brief review! You can do the same on Stitcher as well.
Your ratings and reviews help get the podcast in front of new listeners. Your feedback also lets me know how I can better serve you.
Thanks for listening. Kelley Knott
Growing Physician Referrals During COVID #134
Posted on Thursday November 19, 2020
With the world jumping on the virtual world, as physicians, your online presence is key to driving up your referrals, and as physician liaisons, it is our role to build up and grow that presence. Join us for today’s episode as we dive into another physician liaison marketing class. Specifically, we’ll be discussing how to grow your physician referrals during COVID-19.
[00:01 – 05:13] Opening Segment
- We introduce the topic of this episode
- What is physician liaison marketing?
- Physicians don’t like interruptions
- Kelley talks about the roles of liaisons
[05:14 – 18:33] Growing Physician Referrals During COVID
- Content strategies that liaisons can do to help grow a physician’s referrals
- Encouraging physician involvement in helpful video resources
- Answering common FAQs.
- Patient-focused contents
- Leverage social media to connect with other liaisons and physicians
- Good and bad practices when building your network
- Learn what your physician wants
Tweetable Quotes:
“Physicians generally don’t like interruptions because they feel like they are being sold to and not served.” – Kelley Knott
“One of the biggest values you can bring is your network.” – Kelley Knott
Subscribed Yet? Now you can!
Subscribe to the Patient Convert Podcast and never miss a new episode!
Subscribe for emails or using your favorite podcast app via Email, Apple Podcasts, Google Play, Spotify, Stitcher or visit my website https://kelleyknott.com/
Feel free to connect with me on LinkedIn, Twitter, Facebook, Instagram
What We Do
Check out our Healthcare Marketing Agency – Intrepy Healthcare Marketing
Check out our physician liaison training platform – Physician Liaison University
Leave a Rating & Review for Other Listeners!
I hope that you have found this episode and any others you have listened to to be helpful in your growth as a healthcare marketer or practice owner. Please consider leaving a review on one of the channels above.
The best way to do that is to rate the podcast on Apple Podcasts and leave us a brief review! You can do the same on Stitcher as well.
Your ratings and reviews help get the podcast in front of new listeners. Your feedback also lets me know how I can better serve you.
Thanks for listening. Kelley Knott
How to Create a Healthcare Content Marketing Strategy #133
Posted on Wednesday November 18, 2020
When clients reach out to us for help on their websites or platforms of choice, 9 out of 10 times, it all comes down to them needing help with content creation. So, how do you make quality, engaging, and authentic content? Join us for this episode as Justin and I talk about how you can create a healthcare content marketing strategy. From tips to boost your content creation, user engagements, driving traffic to your website, and more.
[00:01 – 03:25] How to Create a Healthcare Content Marketing Strategy
- We introduce the topic of today
- We give a little bit of background about the topic
- Content creation 101
- What type of content should you be creating?
- What’s the right type for you?
- How to best market your services
- The 3 most popular contents today
- Videos
- Website content/blogs
- Podcasts
[03:26 – 12:56] Choosing the Right Type of Content
- Think about the questions your patients ask you on a day-to-day basis
- We talk about Google Ads and Google Planner
- Observe what strategies you used are working best
- Consistency is key
[12:57 – 26:16] Authentic, Engaging and Boosting Your Google Ranks
- Keep your content authentic and engaging
- Be relatable and create AHA! Moments
- Hear Justin and Kelley’s tips on how they create their content and keep it engaging for users
- Search Engine Optimization tips
- Justin’s recommended content structures
- The value of FAQs
[26:17 – 33:00] Guest Opportunities
- Boosting your presence by guesting opportunities on podcasts
- HARO – Help a Reporter Out
- Impostor Syndrome is real
Tweetable Quotes:
“The key to content being successful is consistency and consistency is gonna come down to what you’re capable of doing on a regular basis to provide value for your audience.” – Kelley Knott
“Pick a medium that you are comfortable being consistent with and that fits your kind of lifestyle.” – Justin Knott
Subscribed Yet? Now you can!
Subscribe to the Patient Convert Podcast and never miss a new episode!
Subscribe for emails or using your favorite podcast app via Email, Apple Podcasts, Google Play, Spotify, Stitcher or visit my website https://kelleyknott.com/
Feel free to connect with me on LinkedIn, Twitter, Facebook, Instagram
What We Do
Check out our Healthcare Marketing Agency – Intrepy Healthcare Marketing
Check out our physician liaison training platform – Physician Liaison University
Leave a Rating & Review for Other Listeners!
I hope that you have found this episode and any others you have listened to to be helpful in your growth as a healthcare marketer or practice owner. Please consider leaving a review on one of the channels above.
The best way to do that is to rate the podcast on Apple Podcasts and leave us a brief review! You can do the same on Stitcher as well.
Your ratings and reviews help get the podcast in front of new listeners. Your feedback also lets me know how I can better serve you.
Thanks for listening. Kelley Knott
The Story of the Knotts - Marriage, a Baby & Starting Businesses #132
Posted on Tuesday October 13, 2020
Today’s we’ll be diving into our personal story; Who are the Knotts and how did this all start? Listen in as we talk about our journey and why Physician marketing clearly became our calling.
[00:01 – 11:04] Opening Segment
- We introduce the topic of today
- We give a little bit of background of our journey
- We have been happily married since 2016
- Started the agency while dating
- Kelley talks about her background
- Comes from a healthcare family background
- Got her first job as a physician liaison
- Create a huge network in Atlanta of hundreds of physicians
- Justin shares about his background
- Studied Finance and Investments
- Worked for an early-stage Investment company in Orlando
- Met Kelley and dive deeper into marketing
- We shared the story of our first career together
- Becoming the first physical physician liaison for the first 3 years
- Handled 5 to 10 different Subs specialty clients
[11:05 – 18:09] The Start of Our Agency Business
- Justin uses his entrepreneurial skill to put the ideas into practice
- Being visionary to see the bigger opportunity
- Had people reaching out from all over the country to hire Kelley as a Liaison
- We took that from a concept perspective to develop into a digital focus agency
- Without losing the liaison side
- Helping practices with an online-offline approach
- Kelley was passionate about physician outreach while Justin was taking the range of digital landscape
- We talk about Physicians Liaison University
- Training platform to support physicians liaisons
- Physicians Outreach Solution
- Kelley talks about Intrepy Healthcare Marketing
- The full-service healthcare marketing solution when it comes to digital solutions
- Justin talks about Kelleys personal brand which is kelleyknott.com
- Focused on the thought-leadership and liaison standpoint
- Healthcare marketing advice
- We talk about what’s coming out next year in our companies
[18:10 – 27:04] Patient-Centric Marketing Program in Intrepy Healthcare Marketing
- Justin talks about the Patient-Centric Marketing Program
- How do we attract, engage and convert patient
- Helping physicians to connect with patients in better ways
- Justin talks about the services that we offer especially in the digital marketing side
- Every service is different based on the sub-specialty of clients
- We talk about the team members of Intrepy
- Has won huge awards
- The biggest compliment from our clients is how well we know the medical industry
- Born out of the experience
[27:05 – 31:44] Our Contracts with Clients
- We choose our clients very carefully
- Develop long term partnerships and affiliations
- When you partner with us, your property is your property
- Everything that we develop for you is your property
- 6 months contract length to prove our word and values
- Being transparent about our data
[31:45 – 39:19] Closing Segment
- Kelley gives some advice for healthcare marketer and partners who works together
- Justin shares some realizations about their journey
- We talk about the big difference since when we started
- Final words
Tweetable Quotes:
“A well-connected Physician Liaison who knows the network not only in Physicians Healthcare admin is a physician liaison who gets through the doors.” – Justin and Kelley Knott
“Remember to pick your clients, it’s important that they’ve invested as much as you’ve invested, you don’t have to just say yes to everyone. ” – Justin and Kelley Knott
“When you're working with a partner they need to be your support system but they also need to have a skill set that complements your skills. ” – Justin and Kelley Knott
“It’s really rewarding to work in Healthcare marketing but we have to be willing to work hard and not be afraid of failing. ” – Justin and Kelley Knott
Subscribed Yet? Now you can!
Subscribe to the Patient Convert Podcast and never miss a new episode!
Subscribe for emails or using your favorite podcast app via Email, Apple Podcasts, Google Play, Spotify, Stitcher or visit my website https://kelleyknott.com/
Feel free to connect with me on LinkedIn, Twitter, Facebook, Instagram
What We Do
Check out our Healthcare Marketing Agency – Intrepy Healthcare Marketing
Check out our physician liaison training platform – Physician Liaison University
Leave a Rating & Review for Other Listeners!
I hope that you have found this episode and any others you have listened to to be helpful in your growth as a healthcare marketer or practice owner. Please consider leaving a review on one of the channels above.
The best way to do that is to rate the podcast on Apple Podcasts and leave us a brief review! You can do the same on Stitcher as well.
Your ratings and reviews help get the podcast in front of new listeners. Your feedback also lets me know how I can better serve you.
Thanks for listening. Kelley Knott
How Individual Physicians Market Themselves at Hospitals or Large Private Practice #131
Posted on Tuesday October 06, 2020
For many physicians and doctors, creating independence in their profession has been a pain point, especially when they just come out of fellowship and residency.
In today’s episode, we will be talking about 6 steps to build a personal brand for physicians and how individual physicians market themselves at hospitals or large private practice. This topic is a common pain point for many physicians and doctors, especially when they come out of fellowship and residency, so they don’t have to rely so much on the hospital system or the private practice to carve out their own space.
[00:01 – 06:39] Opening Segment
- We introduce the topic of today
- We give a little bit background of the topic
- One out of three physicians ask, “What can I do to stand out in my practice/ hospital?”
- How to pull the patient digitally?
- Independence of the physicians
- Direct relationship with the patient
- We talk about our agency Intrepy Healthcare Marketing
- Starting it on the base of physicians liaison
- Physician outreach marketing
- Physician digital marketing
- Creating Physician Independence
- Be aware of the protocols and procedures
- Ask your healthcare system
- May take a personal investment
- Time cost
- 6 Steps to Build Up Personal Brand for Physicians
[06:40 – 11:24] Google yourself
- Get a feel of your ecosystem and reputation
- Asking patients for reviews
- Individual listing platform
- Great opportunity for visibility as well as mistakes
[11:25 – 18:09] Physician Outreach and Marketing
- Build relationships with your local healthcare community
- Walk into the door and introduce yourself
- Cold Call
- Learn a lot more about your community
[18:10 – 22:09] Branding Yourself As an Individual
- Build your own individual branding style as a specialist
- Develop a blog for your own personal brand
- Create a legacy for yourself in the space
- Get a direct connection with the patients
- Check the protocols and procedures to your healthcare system
[22:10 – 28:20] Develop Thought Leadership as a Physician
- Technologies made it a lot easier nowadays
- Patients are more in tune with their healthcare journey and look for the information
- Creating content consistently
- Consider what you want out of it
- Decide what platform and medium suits you
- What matters with videos
- Audio and lighting
- Meet the quantity and quality
[28:21 – 30:04] Host Webinars and Facebook Live
- Reach your potential patients online
- Reaching other physicians and specialists
- Build more credibility in the community
- Personal connect professionals
[30:05 – 31:44] Collaborate with Other Professionals
- Increase each other’s network
- Build a bigger community through connections
- Get your name out there to get featured
- Build referral relationships
[31:45 – 34:10] Closing Segment
- We run through all of the steps
- Final words
Tweetable Quotes:
“Physician outreach and marketing would allow professionals to build relationships with their local healthcare community and learn a lot more about your community.” – Justin and Kelley Knott
“Collaboration with other professionals is important to increase each other’s network.” – Justin and Kelley Knott
Subscribed Yet? Now you can!
Subscribe to the Patient Convert Podcast and never miss a new episode!
Subscribe for emails or using your favorite podcast app via Email, Apple Podcasts, Google Play, Spotify, Stitcher or visit my website https://kelleyknott.com/
Feel free to connect with me on LinkedIn, Twitter, Facebook, Instagram
What We Do
Check out our Healthcare Marketing Agency – Intrepy Healthcare Marketing
Check out our physician liaison training platform – Physician Liaison University
Leave a Rating & Review for Other Listeners!
I hope that you have found this episode and any others you have listened to to be helpful in your growth as a healthcare marketer or practice owner. Please consider leaving a review on one of the channels above.
The best way to do that is to rate the podcast on Apple Podcasts and leave us a brief review! You can do the same on Stitcher as well.
Your ratings and reviews help get the podcast in front of new listeners. Your feedback also lets me know how I can better serve you.
Thanks for listening. Kelley Knott
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