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Sunday
Oct172010

Medical Spa MD {6} Dr. Mike Woo-Ming - Physician Entrepreneur

edical Spa Podcast - Dr. Mike Woo Ming

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In this episode of the Medical Spa MD Podcast, we got to pick Dr. Mike's brain and learn about his internet marketing successes...

Dr. Mike Woo-Ming is a much in demand internet business consultant and entrepreneur. Once working a full-time income as a Mayo Clinic trained physician, Dr. Mike built a passive income by starting his own internet business while still maintaining a 60 hour work week. His companies have created over 80 information products in the last few years and maintains a seven figure income that started from his bedroom.

An expert in lead generation, he has personally generated over 700,000 leads in 11 different markets. Dr. Mike consults regularly with million dollar companies in the corporate world, while still traveling around the world to sold-out workshops helping small business owners and solo entrepreneurs attain their own financial success.

A graduate in family practice, at the Mayo Clinic in Scottsdale, Arizona, Dr. Mike also hold's a master's degree in public health at the University of Michigan. A devoted health advocate and educator, he believes there is no doubt that the stresses and pressures of working full-time in society leads to the many health problems that are prevalent today including depression, anxiety, and obesity.

Some of what we talked about in this episode.

 

 

PODCAST 6: Dr. Mike Woo-Ming - Physician Entrepreneur

Andy:     Hello and welcome to episode 6 of Medical Spa MD. The show where we give you the low down and the inside information that helps physicians reclaim control of their medical practice and lifestyle even if you’re clueless about running a business and you’re already working 60-hour weeks.

Medical Spa MD brought to you by MedicalSpaMD.com, a worldwide community of physicians practicing cosmetic medicine. Hello Jeff!

Jeff:     Hello Andy!

Andy:     Jeff, I was looking forward to speaking to you again because the last interview that you did with Steve Knope was very, very interesting. Can you just run past me again this concept of concierge medicine?

Jeff:    Well, concierge medicine is really just a fee-for-service medicine. Now, Steve refers in the last interview if you’ve listened to that it is marked as well be medicine. And there are certainly some similarities. I mean with concierge medicine patient has access to the physician. Now, they are paying for it. Generally, they are paying quite a bit for that access. I mean, Steve and I talked about how he has patients that are paying $6,000 a year and maybe see him for 1 hour a year. And really they are paying for access in kind of an insurance. They just like the ability to go and see a physician anytime that they want to.

Andy:    I was going to say it’s almost like an insurance, isn’t it? It’s like an insurance policy.

Jeff:    Well, It’s a little bit like an insurance policy except that you’re going to have still have your insurance policy because generally these are internal medicine or family practice physicians and you’re paying for kind of the first level of access. But, if you have something where you’re going to need admission or even things like out-patient surgery that are beyond what that physician offers, you’re certainly going to be either paying additional fees or you’re going to need insurance to cover that if you’re in a car accident for example.
    
    That’s not the domain of concierge medicine. It is really more around ‘I’ve got a flu.’, or ‘I’m not feeling good.’, or ‘I’ve got a migraine and I need some immediate attention.’ You’re not going to really be able to get an appropriate level of care, maybe not appropriate but quick level of care, if you go into a clinic and sit in the waiting room and stuff for an hour. So, you want just to be able to call the physician and either have him call in a prescription because he already knows what it is that he’s dealing. And in a sense as a patient, you’re looking for somebody who’s looking to prevent as many problems as they’re to treat. In the US, physicians are paid to treat problems. They are not paid or they are not reimbursed for preventing problems. First of all, problems are very hard to decide. So, there’s no incentive for any either physician, or business, or medical practice, or anything to prevent…

    There is a lot of prevention that takes place, but it’s not being compensated, which is why, and this is very interesting, you can never call up a clinic and send in an email and get an answer. There are lot of physicians who are… the stated concern is ‘we can’t give out medical advise over the phone’ or those types of things. And that is a little bit of a [03:46]. There are some of concerns of doing that, but more so it is really around there’s no compensation for spending 15 minutes talking to a patient on the phone. If that patient comes in and you spend that same 15 minutes talking to them in person, you’re going to be able to bill for that time. And concierge medicine changes that equation because you can call up the physician. And it’s much more efficient in a number of ways because preventive care now becomes something that the physician is compensated for not only because of the membership or the yearly or monthly fee, but also because the physician is looking to provide the best level of service, which often means prevention. And if you’re a well patient, you’re going to be taking up less of their time. That’s not the top of my concern, but the more problems that you have the more visits and phone calls that are generated, the less effective that becomes as a business, the more impact that makes on the services that now he has to deliver. That is a potentially a challenge.

    If you listened to the interview, I did talked to Steve about how that potentially could be abused because it is very possible to start a concierge practice and only admit into your practice young, healthy people that are not going to make much of an impact that don’t have any chronic illness or anything that is acute that’s going to take a lot of care out of your work day or your time and over subscribe that. But, this is a free market force. So if patients do not feel that they are receiving adequate return of what they consider to be an investment or payment of services, then they will leave you and damage your practice. Now, I asked Steve if he was aware of any concierge practices that had gone under for this type of reason and he doesn’t know any concierge practice that has gone under.

Andy:    Interesting, isn’t it? Well, it’s an area maybe we’ll revisit again. A find it quite fascinating. Let’s move on then to the interview with Dr. Mike Woo-Ming. He is an interesting chap because it sounds to me like he is a medical doctor that moved on to become an Internet business consultant and entrepreneur.

Jeff:    He did. He’s actually a male clinic-trained physician. And through a number of events that kind of happened, he was in clinical practice, working in a hospital, he’s a family practice doc. He made a switch and left clinical practice completely and is now an Internet marketer. And so he creates his own information products and sells those online.

Andy:    So, he’s an “infopreneur”.

Jeff:    A little bit. They’re called “Infopreneurs”, “Micropreneurs”. There’s a number of names for them in the Internet marketing circles. But now, Dr. Mike and that’s what he kind of goes by Internet marketing circles. That’s what he does now. He’s left clinical practice and we go through and talked about the reasons behind that and how that actual transformations happened in full-time. The only thing that he does… He still has his medical licence. He is behind in the CMEs and he still does a little bit of volunteer work as a physician, but he’s no longer practicing medicine really in any real form and now he does full-time Internet marketing.

Andy:    Well, let’s have a listen to that interview then.




INTERVIEW

[07:49]
Jeff:    You have built a reputation in Internet Marketing and you used to practice clinical medicine. How did you make that switch?


Dr. Mike:    My background is I’m a family physician trained at the male clinic and this back several year ago. And I actually got started with Internet back in the residency days. So, we’re talking about the mid-90’s. Well my first [08:19] was kind of being pretty geeky and always been around computers and such. Once the Internet happened, my wife was librarian and she brought home a disk from those days.

Jeff:    The AOL disk that you plug in.

Dr. Mike:    The AOL disk, yeah. The 3 ½ quarter disk and say: “Hey, there’s a new thing called a browser.” It was a filed called Mosaic, which was the precursor to Netscape. If you remember anything back in those days… which is now a browser that’s much like Internet Explorer, Firefox that kind of thing… And she brought this back and I’ve been involved in the Internet in terms of what they called [09:06] and board groups and things like that and geeky stuffs on side, but this is the first time I’ve heard of the phrase “World Wide Web” and “Internet” and back then it was: “Hey! I can create a webpage!” So, I went to my [09:18] and start as a hobby just looking up how to create a webpage, learning HTML, which is the language of creating a webpage. And my program director says: “Hey, I see your in the Internet. Could you help us build a webpage for our residency program?” And of course, I’ve got tons of time to do that. other interns and 100+ hours… “Ok, I can sit this in.” So, I created a webpage for them. And then I learned that this is a way to communicate with people around the world. And I created this page and for an email address to contact they’d be contacting me. So, I created this page for mail and started creating my own homepage. That was back in those days. I guess it’s close what a Facebook page is where you can talk about your interest and different things like that.

[10:16]
    Basically, it started… I was talking with other medical students and residents I’d find. I’ve talked about different things and medical [10:25]. I was into medical informatics and how to use hand held devices and the field and different things like that. So, I’ve always been very geeky and how to incorporate medicine. And the last time I first [10:40] Internet marketing, I then realized that you could use the Internet as just another method of communication, communicating with people around the world and then slowly thereafter realize that you could sell products and services and promote different things in the Internet.

Jeff:    Did you come across and thought: “With my existing skill set, this doesn’t seem to be that hard now.”

Dr. Mike:    Basically, it was a way of communicating with people to the point where I was getting all these people different questions such as: “Hey, I like your site.” And again this is back in the days. There are very few web pages back in 1994 and very few doctors and medical students. They’re very small group of people of communicating. And so, my site became popular just because I was one of the first ones around. And this is back in the day where you can submit a site to Yahoo! and they would thank you. It’s really, really early days here. So, I had one of the first sites on medical education and I created web page on medical software so that all these people communicating with me. And what it turned out to be I ended up with a lot of people asking me how to get in to medical school so I had a lot of views from pre-med students. And I kept answering their questions, but I’m in my intern year in residency I don’t have time doing it. And what I ended up doing was I said: “I’d love to answer these questions, but I don’t have the time to answer everybody individually.” So, I said: “If you want, I’ve typed up my frequently asked questions and I put it together in a twenty-page guide.” And I wrote my first book so to speak, which is basically taken about 20 to 25 pages… putting it all together and said: “if you want this all information, you could mail a check for $20 or $15 or something like that.” I didn’t really think any of it just because I didn’t have time to answer the people’s questions. And then what happened was I started to get checks In the mail for this guide on there. The first thing I learned was I should not be putting my home address and getting mailing things to it and I got a P.O. box. Then it actually became the start of a business that we developed. And it came about just because it was more of a nuisance than anything else and I didn’t have time to answer everybody’s questions.

Jeff:    Were you making enough to cover your rent or your mortgage or whatever?

Dr. Mike:    Actually, what happened is it also was because of me. My wife at that time was a librarian and we had our first child and she went on a maternity leave. We were able to buy our house as a resident, but we loss half of our income because she was on maternity leave. So, I was too young to actually [13:59]. So, I was actually beginning to start a business. I didn’t have enough to retire, but we were able to help pay some of our mortgage. We were able to buy our truck with it and then I realized I can create different products to market to the same people who want that. And what ended up happening is we started a little home business that I learned. Well, “Pre-med wan this information, what else could we create?” And so, I just looked in what I bought while I was in pre-med. So, we created little study guides for the [14:46]. We helped doctors who were interviewing for residency program. I was part of the residency committee and helped them choose who gets selected for interviews and such. And then I shove my information down and I created more products. We created a resume service and a personal statement service, which were services that companies offer to medical students and we just used the Internet as our way of marketing. We had zero branding or zero budget to go out and market to it.

Jeff:    Did your wife ever go back to becoming a librarian or was she involved in this business too?

Dr. Mike:    She was involved in the business and she did go back in her spare time, but she helped create some of the products and review and did the work. We just started a little home business at the time where money is really tight. I think that when people are at times where they need something, in times of desperation, you got to do things to do it. So, we started to become entrepreneurs and started a little home business and it really just grew from there.

Jeff:    So, where did you start making a change or start thinking that this is going to… you’re going to move from clinical practice into creating products and Internet marketing?

Dr. Mike:    We went through a lot of different terms from that so everything’s forward, we still run the business. Even after I graduated from residency and I went into private practice, so that business kind of sell by the way sites because you know I’m in the private practice. I was starting a medical practice, but I’ve always been entrepreneurial. And then as most doctors are and you’re so excited because you’ve gone past your residency and you go: “Well, I’m ready to make the big bucks now, right?” The big bucks becoming a doctor… And then when you go in… We moved to San Diego, which is not the cheaper places to live around the country and we bought a house. We’re all excited and I got the guaranteed salary. And when you come in you go: “Hmm, this check doesn’t seem to be the check that I envisioned with everything on there.” At that time, it was $19.99. And again I’ve envisioned I’ve always been involved in the Internet so it was very savvy to what is going on. And anybody who remembers those days, it was back in the dot com. And during that time, you would hear all these stories that were coming out of Silicon Valley about how people were becoming billionaires. All these people were throwing [17:43]… quite bit of experience on that. Venture capitalist and all these different things and all these websites… Back in those days there was no such thing as having a, I believe, any type of income strategy. It’s all about eyeballs. That was the name of the game.  

    So, when I was starting my medical practice, I’ve always been entrepreneur and I got started with an incubator company. Basically, a place where start-ups can meet and they flourish and they get funded and move forward. And there was one here in San Diego that I joined. I helped create an information website. I was a rider and then started my own company. That’s how I started to getting involved in really the “big boys” part of the Internet, understanding the other part of it that I didn’t know about. What I’ve learned was you need to learn how to market yourself. And as doctor’s, that’s something we don’t get taught in medical school. As your audience can attest to you once you get out into the “real world”, especially on areas where it’s cash pay and you’re relying on that, you’re going to have a steady stream of patients that are come knocking at your door because they belong to some type of health insurance or something like that. You need to learn how to market your services and get yourself branded and all those different things. I didn’t realize how important it was.

    For businesses, it all comes down in my opinion to the marketing whether Doctor A or Doctor B… and let’s say Doctor A is a more proficient surgeon than Doctor B. If Doctor B knows how to market, in the end of the day he’s going to be the one that’s going to be seeing all the patients despite everything that’s been said. That is who win in the end of the day, who’s the better marketer of their services to the public. That’s how I got started with all this stuff.

[20:04]
Jeff:    So, you made a kind of a switch and the light bulb probably went on around marketing. So, what was your next step? What did you start doing differently? Did you leave your clinical practice at that point?

Dr. Mike:    Well, the way that I got started… To end the long story short, to the end of the dot com boom… as I get started with the dot com company, I got to see the on the inside what to do and what not to do and what I learned was what not to do is always be relying on venture capital money to be your one thing in becoming a successful company. You need to be able to learn how to market. And I was able get out of it pretty unscathed, but I still started networking and developing common interest. I was in private practice and probably the one thing that really clicked in for me was… what I would think personally with my own family and I have two children now. They’re in their pre-teens right now, but my youngest who was about 4 years old was diagnosed with autism. That was a shock to our family. And here I am as a family practitioner working 50, 60, 70+ hours a week spending 36 hours in the hospital. You have call every 3rd or 4th night. You’re doing urgent care… I had everything known to man… Urgent Care Director, Quality Management, Nursing Home Director, etc. There’s got to be more to my life knowing about my son. And I got a colleague who was in hid 80’s or 70’s and I joke about this now, but he looks sicker than his patients.

    I remember one day he was spending call on a Christmas morning at 4:30 in the morning and I was just amazed why he is here. Why is he admitting patients? He basically intimated to me and knowing certain terms he couldn’t retire. And so, I saw myself in a mirror 40-45 years in the future: “is this what I want to be? Do I want to be in Christmas morning admitting patients?” And I said: “No. If I want to build a legacy, I want to build it in my terms.” So, I started a business learning what I knew, learning that marketing products. I started creating health information products and basically market myself online. I did this in my spare time.  I remember working from 5 a.m. to 8 in the morning. I learned about marketing online. I learned about filling a niche if you find somebody who wants something people are willing to pay for that information. And I was able to take that, starting my business online, starting with my laptop and dedicated myself in doing it not because the money. It was more of being able to be financially free and not having to becoming relying. And I was just looking to make extra income as a doctor. Because of my dedication to this, I was able to basically make more money in the first year of doing this than i did as a physician. And I just kept taking it to the next level and it came to a point, this is back in 2004 that I said: “If want to turn this from a 6-figured business to a 7-figure business, it would be very difficult for me to continue this working as a physician.” I told my wife and she said: “Not in your life.” She’s been with me since college and such and I said: “You know honey, if I continue to do this and it’s growing here and it’s going forward, I think it could be something.” So being a dutiful husband, I’ve learned that got to listen to my beautiful wife, but I said: “Can we go part-time on this?” The thing is where I was working, they didn’t let me go part-time. It’s either all or none. So, I ended up resigning.

Jeff:    How scary was that day?

Dr. Mike:    Well I did was I secured a part-time position. I secured a part-time position and another clinic. I had to deal with this. I’m blanking on the words so forgive me. When you have to practice, which you can only practice outside a certain radius…

Jeff:    [25:18].

Dr. Mike:    Yeah, basically right. So, I had to go outside on that. It was okay having some flexibility. The one full-time versus part-time, I could… My heart is part was [25:35] my patients. In terms of general practitioner such a small period of time, but for me again when I first started and I developed a pretty good following with my patients. That was a bit difficult, but I learned to be an entrepreneur. It involved risks on there. I got the support from my family, God bless them. And I continued to let grow and it got to me a position where I am today.

Jeff:    So, are you doing any clinical practice now at all?

Dr. Mike:    I’m not. I still have my medical licence. I do have an active medical licence. What it allows me to do is I can do volunteer work. So, I do volunteer work at the high school and still pursuing locum if I want to. I’m still looking for that locum that let you go to Hawaii.

Jeff:    Sure.

Dr. Mike: I’m still having a hard time what exactly what I want.

Jeff:    So when did you stop clinical practice all together?

Dr. Mike: 2005. So, I part-time for about a year and then in 2005 I went to my businesses. I made more at lunch time on a phone call than I did in an entire week as a doctor and then I realized that’s it’s okay to move forward.

Jeff:    You were making information products at that time. It looks like you also move in to software products. How did move happen?

Dr. Mike:    Right. The way that my business ran… So today, I run about 4 businesses. One is information products. I do consulting so I work with physicians and such. I’ve another company that does Internet marketing. We work with businesses and having businesses from 6 to 7 figures and something 8 figures… having with them in their online marketing. As a matter of fact just were this calling, I’m now into the political helping politicians marketable is kind of interesting.

    I have a business with a partner that solves sells small business software for businesses and entrepreneurs as well. And the kind of way I’m building my business is I like to get a small piece of other businesses so I do a lot of businesses where I have business partners and such. I also [28:39] and medical clinic, but for me my [28:46] is actually owning a piece of the clinic as oppose to me actively be in the clinic if you understand what I’m saying.

Jeff:    Sure. you view that as an asset as oppose to something that you’re functioning operationally.

Dr. Mike:    As an asset because when I tell doctors I go: “Look, it’s time and money.” As you look as a doctor, for me to make more money as a doctor, I need to see more patients. And even though my friend who lives in the nicest part of San Diego and drives the highest quality BMW or whatever and he’s making half a million to a million dollars a year as an orthopaedic surgeon, the only way that he’s making more money is he has to see more patients and he’s going through 4 marriages to make that lifestyle and it’s no different than being a [29:47] chef at the Mc Donalds.

Jeff:    I talk about this all the time. A physician is basically highly-paid hourly labor. You’re exactly right. It’s no different except the amount of money that you make.

Dr. Mike:    Right. It’s a different philosophy because my mom… My background is a very traditional Asian family and my mom says: “To be more successful, you have to work harder. And you could be a doctor or a lawyer or a banker.” And I just said: “ You don’t have to work harder. You just have to work smarter.”

[30:33]
Jeff:    And so you counsel physicians or you consult with physicians and help them market their practices, or are you helping them to build information products and sell those online?

Dr. Mike:    I have been consulting with businesses and entrepreneurs, but I never specifically focused on physicians. And it was just in the last year where I was asked to speak in, I’m sure we’ve talked about it in the Medical Fusion Conference where the founder of the conference found me on the internet and online and asked to talk about my experiences on there. And that’s how it came about doing it about a year ago when I first started doing this. I found out that a lot of physicians, again physicians who’re top of the class and everything like that, they don’t know, for most of them at least and then again I’m kind of stereotyping here, the importance of running a business and we’re talking about substituting time for money and how it’s okay to work smarter than work harder even in residency, right? in residency for somebody who’s in intern and in surgery the joke was the best surgeon was going to be the one who answers: “We’re going to do call every night. How do you feel about that?” And the best intern would answer: “I’m very unhappy because that means I’m only getting half the cases.” So, it’s been telling that you’ve got to work yourself to death and that’s how you’re going to be rewarded and I can definitely understand that, part of it. But, who is that benefiting? is that actually benefiting you? Sometimes you’ve got to be a little selfish on there and sometimes that’s difficult for physicians to hear, but it’s okay to work smarter. It’s okay to own the business while you don’t work in the business all the time.

    So, what I work with physicians is I’ve been doing some consulting and different things and sharing my experiences. And for some doctors I work with them where I see where they’re at and where they need to be. So, I work with physicians who have existing practices and they want us to market their practices online. I do work with cosmetic surgeons so I help them market their practices online. I also work with doctors who want to learn different things, who want to learn about investing and creating information as I do in Internet marketing.

Jeff:    And what are the types of things that you teach them?

Dr. Mike:    Different things like this… For example, I’ve got some clients who want to brand themselves. So, they want to be a doctor, but they want to brand themselves into being a doctor selling, writing books. The next Doctor Oz… that kind of thing and build their practice on there. Actually, that’s a way you could build a practice. For example, there’s a doctor that I know that charges much higher than others. He’s on the weight loss field and he charges a lot higher fee because he’s branded himself. He has a book or a cook book or such and his name is recognized and he is able to charge those rates because he has a brand with that.

Jeff:    Well, it’s not always about who you know, it’s often about who knows you, right?

Dr. Mike:    Exactly.

Jeff:    And that is really about branding and setting yourself apart because people are wiling to pay higher premium, especially in the cosmetic field. When you’re competing in cosmetic medicine, a patient is looking for who they consider to be the best. They will drive across town it is ‘who is the best orthopaedic surgeon that will replace my mother’s hip?’ It is ‘who is the best nose-job guy that’s within a hundred miles?’, ‘I will drive to that person because I want the best.’ So, branding is about telling people that you are the best in this field, not the cheapest, not the closest or whatever that is.

    in order to do that, what are the types of things that your physicians, your clients that are doing?

Dr. Mike:    Well, just given that one example… Who’s going to tell you that? if no one’s going to tell you that, I tell them: “Tell, yourself, that and tell that to the world.” And you would be amazed how. I you go into a room and say you’re a cosmetic surgeon, sure you going to have people who are going to notice you. But if you go into a room, you don’t have to be a cosmetic surgeon, and say I’m a cosmetic surgeon and I’m also the author of a book about “Secrets to Cosmetic Surgery” or whatever, now what does that mean to you? Now, you’re a published author and that means you are something special. Here is the dirty little secret, you can get a book published on Amazon. You can get a self-published book for less than 500 bucks. It’s that. You can go in to a company like Wiley and sons and pay $5,000 and get your book branded by a big-time publishing company. But, you’re not going to make money on the book itself. When you buy a book for example the one case I’m thinking of is the book that sells on weight loss is about 25 bucks, hard bound. The actual money he will be making on the book, less than a dollar unless he self-publishes or something like that. He goes with a big like a [36:42], or that cut I think he’s going to get very little. But, what the book does is it brands him. And what the book does is it allows him to go different things, to get on your local TV station, to get on a radio station, to get on Fox News, to get on whatever you want. So if know one else is telling you, you need to be able to market yourself. That’s just one example on how you can brand yourself and get yourself beyond all the noise that people get because people are exposed to they say 3,300 marketing messages a day. Who stands out are the people who are able to brand themselves.

Jeff:    Well in this field like many, perception actually is reality.

Dr. Mike:    Increasingly, it’s all about the patients and it’s all about transparency. Especially in Internet marketing, you can have voice that you can start marketing yourself very, very inexpensively. You can use something for example a blog. A blog, as you know it’s basically a diary, but it’s an easy way of getting content or your words and posting it out to the public and the easy way for you to start getting noticed is to begin commenting on things that are affecting people at this time. I know one site where people got noticed. He created that site and is using this as an example. There’s a site where he took pictures of bad plastic surgery of celebrities.

Jeff:    Yeah, I’m actually quite familiar with that. I think I know who you’re talking about there.

Dr. Mike:    That’s right. And what a great way to get your own practice exposed. That goes viral. Things like this…

Jeff:    My feeling is that lot of physicians are uncomfortable with this on a couple of levels and probably the main challenge that a physician looking at these things is: “This is a lot of work.” And I have to say it is some work. I mean, physicians for example will start a Facebook page, they will start a blog, they will post 3 or 4 things and then it will become basically an empty warehouse.

Dr. Mike:    And the reason why is that they’re not marketing it successfully. People come to, for example, your website… People are coming and they’re reading, but what happens to people who leave that site? They’re going to come in because you’ve got great content and they’re coming back in. But, for most of these cases as it sounds like is that people are coming in to their blog and they’re leaving and there’s nothing else to bring them back. So, what I recommend for those cases is you have to capture people’s name and email address in a form known as an opt-in box or a squeeze page. And that is when they’re coming to their blog and you’re producing some content. But, what you want to do is you have on your blog, let’s say you’re a cosmetic surgeon, first of all you need to think in terms of who’s coming to this blog, if people are interested in cosmetic surgery.  

    One thing that we do is we tell our cosmetic surgeon is: “You need to create a guide and say: ‘What is the information? Why are these people come to my blog?’ They’re coming in because they want to learn more about cosmetic surgery, they’re looking for cosmetic surgery, they’re looking to see if you are the cosmetic surgeon that they’re looking for.” And what I recommend is: “Why don’t you create a guide and put in all the different questions that people have on cosmetic surgery.” So, what we did for example one client, we put down: “Here is a guide. Give us your name and email address and we’re going to share to you the 10 tips you need to know when choosing a cosmetic surgeon.” That’s exactly what they’re looking for, right? And they say: “Okay, I want to know what this is.” And you get to capture their name and email address. And the thing what you do is to have them set-up on your auto-responder and what it does is you get their email address and you’ll be giving them tips on what is makes up quality people should look after at cosmetic surgeon hoping that you’re matching all the qualifications that they want. Number one, you need to know about the credentials, etc. But, you’re giving them really good information.

[41:42]
Jeff:    There are a lot of people to kind of withhold information. There are two things that are going to make a decision, what somebody thinks of you and then how much they trust you. And those two things, you can either drop one of them and you might even have a little bit of success, but you will not realize the potential of kind of fulfilling both of those needs.

Dr. Mike:    Right. What we do is we give them different things. They say it takes 78 times before somebody makes a decision on there. And you’re not going to be able to that if somebody comes to your site for 20 seconds. And the way to do that is to give them information so you give them a tip or ‘Here’s a testimonial of someone who used ours.’ And you give them too. And also the other thing too when I see most people and where I see a lot of where doctors make mistakes is… I love doctors, but they’re boring.

Jeff:    I’ll tell you. They’re boring because they’re completely safe. They’re beige. There is no personality in the site. It is entirely kind of a template kind of stuff that you’re going to read in every single of their site that you go to.

Dr. Mike: Exactly. I see the same photo on this site and this site. They all look the same. It doesn’t tell me anything about the doctor, why I should go to the doctor, what have been the success stories of your patients and those are things that I want to know. And I think a lot of comes back is I put my mind as a patient, what do they think about this? Or you ask the patients, why did they choose you? And you have to get it from the doctors, but a lot of doctors don’t have that information. They don’t know. They don’t ask. And the best place to learn is, why did they choose you? What were the things about? Was it the location? Was it because they have a stellar resume or whatever? And a lot of times they don’t ask and your patients are telling you what it is. And they’re telling you: “I chose Dr. Smith because I just felt like when I saw him, I can trust him immediately. Well, where’s the video of the doctor? I want to see that on the website.” We can have multimedia now on everything like that and it’s all about transparency and different things like Facebook. Everything’s on there and it’s all about that, but then again most sites are really boring    . I want to go these websites anyway. I work with some pretty top guys in this field and their websites’ are engaging, but it’s not because how fancy it looks, it’s about basically feeling that you can trust, you know you can trust it and they’re going to be able to make that phone call or whatever to make that appointment. And I think a lot of people miss out on these things. Simple things like ‘I couldn’t find your phone number on your page.’ You didn’t put it right up square on you website and you forget to look on that kind of thing, common sense stuffs.

Jeff:    Sure. So you’re going to be speaking on these specifically at the Medical Fusion Conference or are you going to be covering other things as well?

Dr. Mike:    Right. So we’re going to be focusing about Internet marketing as well as entrepreneurship. We’re going to be covering for folks who want to build extra income outside their practice. We’ll talk about kind of the things about marketing and marketing online, what you can and can’t do in terms of health and what you can and can’t say those kinds of things. Things that are important to doctors. We survey… I’ve spoken to doctors and seeing where it’s at. Definitely, it’s a tough time out there, but I look forward to it. It’s great. I was there last year and spoke. It does give you hope in terms of [46:04]. And most doctors just want to follow their passion and they love medicine, but like myself I didn’t love what medicine is doing to me. And it gives you an opportunity to see folks who are doing different things with their degrees. I think it’s going to be very inspiring.


END OF INTERVIEW


[46:28]

Andy:     Well that’s it for the show. Thank you very, very much for listening. We hope you enjoyed it. We’d like to hear from you, of course. So, if you got any questions and comments please send them along to our email address, which is podcast@medicalspamd.com or leave a comment on the physicians’ forum on the MedicalSpaMD.com website.

If you’re a subscriber, that’s great. If not, we’d like to encourage you to subscribe. Just go in to iTunes and search for Medical Spa MD or visit the MedicalSpaMD.com website and just click on ‘Podcast’ and you’ll some ways to subscribe there.
 
As always, please consider everything we say to be complete conjecture and random speculation, not medical or legal advice. Laws and regulations vary everywhere. Consult a medical or legal professional in your country before taking any action.

Well, that’s it from Andy, goodbye.

Jeff:     And goodbye from Jeff Barson.

Andy:     Wishing you all the best until we see you next time on Medical Spa MD.


END OF PODCAST

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