Patient Convert Podcast | Healthcare Marketing Podcast

Patient Convert Podcast with Kelley Knott

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Common Digital Advertising Mistakes Healthcare Practices Make w/ Nick LaIuppa
Posted on Thursday July 09, 2020

Today we had the pleasure of speaking with public speaker and founder of Nick LaIuppa Marketing, Nick LaIuppa. After spending thousands of ad dollars and exploring various strategies, Nick focuses on serving small-medium sized businesses by building digital marketing and advertising campaigns across multiple platforms. His purpose is to help people like you drive the sales you need to turn a profit.

Let’s dive into Nick’s story of how to avoid common digital advertising mistakes to get the results you are looking for.

Things you will learn in this episode:

[00:01 - 14:15] Advertising Too Soon

We introduce our guest, Nick LaIuppa.
Nick talks about common digital advertising mistakes.
Nick talks about the fear of advertising too soon and how to avoid it.
- Create patient personas
- Not properly visualizing and laying out your funnel
- Not training staff on process
- No specificity - trying a shotgun blast approach
- Not building out specific landing pages for each type of ad

[14:16 - 19:47] The Lack of Transparency

Nick talks about the importance of transparency when it comes to understanding your AdWords marketing.
- Most marketing agencies lack transparency and refuse to grant their clients access to their own assets and data

[19:46 - 27:23] Not Properly Tracking Your Program and Reporting

What metrics do you need to focus on?
We talk about another common mistake; not properly tracking your program and reporting
- Nick mentions his top 4 metrics to keep track of:
  - conversions
  - conversion rate
  - click-through rate
  - cost
- How often should you look at them?
- What do you use to track?

[27:24 - 37:26] Leads Dying ON the Vine

Nick talks about what it means to let “leads die on the vine.”
- Not putting them in a nurture sequence
- The most expensive and cheap advertising

Email nurture sequencing.
- What retargeting means

[37:27 - 47:24] Picking the Wrong Platform and Bailing Too Soon

Nick gives us the key points in choosing the right platform to advertise on.
- Understanding who your customer is
Nick sheds some light on bailing too soon when you’re investing in ads.
- How much time does it actually take to get results?

Tweetable Quotes:

“The way that I always go about recommending the ad platform is first understanding who their customer is.” - Nick LaIuppa

“If you ever get in touch with a marketing person or an agency that is telling you they can guarantee your results, that's a red flag.” - Nick LaIuppa

Resources mentioned in the episode:

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

LinkedIn Sales w/ Steven Perchikov
Posted on Tuesday June 23, 2020

In today’s episode, we are joined by the sales expert, co-founder of Artofsalesacademy.com, Steven Perchikov. Steven learned everything he could about technology, online marketing, sales strategy, and began applying it to his own ventures. He has helped over 100+ clients generate tens of millions of dollars cumulatively with his approach to LinkedIn, cold email, sales, and communication.

Let’s jump into Steven’s interview where we focus on helping the healthcare community learn how to use LinkedIn as an effective tool for marketing.

Things you will learn in this episode:

[00:01 - 04:28] Opening Segment

We introduce the guest, Steven Perchikov to the show
Steven talks about his career background and how he got into the entrepreneurial world
- He has a sales consultancy in a LinkedIn agency called Art Of Sales Academy. See below for the link.
- He helps b2b businesses generate more opportunities and sales
Steven shares some of the outreach strategies to develop an outbound system.

[04:29 - 14:42] Positioning Yourself on LinkedIn For Success

What about LinkedIn makes it so different when it comes to social media marketing?
- Steven explains the main differentiator of LinkedIn compared to other platforms is that it is a place where businesses hang out exclusively, and it’s the highest value social networking platform that anyone can leverage.
How do you structure a really good hook when selling or using direct outreach and messaging on LinkedIn?
- Steven shares with us the different personality types and different strategies in building community and increasing engagement with clients.
What are some of your advice for people getting started on LinkedIn?
- Listen to Steven’s valuable advice for people like you who want to optimize their professional business profile on LinkedIn.
- Start building your list.
- The fastest track to getting appointments on your calendar

[14:43 - 20:58] How LinkedIn and Email Outreach Go Hand in Hand

What makes LinkedIn so unique compared to other social media platforms as far as connecting and direct cold outreach?

Steven addresses how valuable LinkedIn is when it comes to building customers' trust to get their emails.

[20: 29 - 30:33- ] Building a Pipeline and Leveraging the Power of LinkedIn

If you're going after 50 to 100 connections a day? Is it worth it?
- Steven provides a proven test for why connections they send without a message perform better than the ones with.
The importance of LinkedIn is social selling
Steven shares insight as to how the healthcare world is utilizing LinkedIn more as their marketing strategy especially during this time of COVID.

[30:34 - 35:39] LinkedIn Sales Course

Steven and Kelly talk about the LinkedIn Sales Course and preview what they are working on that will be coming out.
What is your advice for anyone deciding to start their LinkedIn journey?
- Steven gives the greatest advice to startups like you that you don't want to miss!

Tweetable Quotes:

“The difference between cold email to someone versus an opt-in, where you're actually nurturing someone to some date to get emails. That's a huge difference” - Steven Perchikov

“Breaking patterns of what people are used to. And being relevant are two great ways to improve connection rates” -Steven Perchikov

Resources mentioned in the episode:

You can connect with Steven on Linkedin, and Facebook or visit his website https://www.artofsalesacademy.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

Growing Your Personal Physician Brand w/ Kevin Pho MD #124
Posted on Thursday June 11, 2020

In today's episode, we are joined by Kevin Pho MD the founder of the top physician blogging website KevinMD.com. Dr. Pho joins us to discuss how he created such a powerful personal brand and what other physicians can be doing to grow as a thought leader and create an engaged audience.

Why Doctors Should Start a Podcast (and How To) w/ Dr. Ernesto #122
Posted on Friday May 22, 2020

In today's episode, we are joined by Dr. Ernesto to talk about Why Doctors should leverage the medium of podcasting, how to get started and why physician entrepreneurship is the answer to the current healthcare crisis.

Being Real on LinkedIn w/ Shay Rowbottom #121
Posted on Tuesday May 12, 2020

In today's episode, we are joined by LinkedIn marketing and growth expert Shay Rowbottom. Kelley and Shay unpack the secrets to growing a successful LinkedIn profile, increase visibility, content creation strategies and why it's so important to get personal in business. Enjoy!

Reviews, Telehealth and Patient Marketing w/ Ted Chan of CareDash #120
Posted on Tuesday May 05, 2020

In today's episode, we are joined by the CareDash CEO, Ted Chan. CareDash has become one of the leading provider directories for helping patients connect with local, quality providers. We are discussing the role of reviews on the patient decision making process, what makes up a good provider listing profile, and more marketing advice for doctors.

Digital Healthcare Marketing Strategies w/ Neil Patel #119
Posted on Wednesday April 29, 2020

In today's episode, Neil Patel joins us to discuss digital healthcare marketing strategies. Tips for boosting conversion rates for ad campaigns during COVID, how practices can leverage telehealth to reach new patients, how to become a thought leader and more. Enjoy!

The Physician Liaison Balancing Act w/ Kelly Montgomery #118
Posted on Friday April 10, 2020

In today's episode, How do you manage your physician liaison fieldwork, building referral relationships and collecting the data and insights for your program? Kelley Knott is joined by Kelly Montgomery, a physician liaison, for Providence Hospital part of Ascension Healthcare.