Bill is Director of Marketing and a Pod Talk Host for DoctorPodcasting by RadioMD. He is a former radio program director/air-talent, having worked at various radio stations, including infamous stations WLS and ‘The LOOP’ WLUP, both in Chicago.
Bill is also the pod-personality and host of the SHSMD Marketing Podcast, “Rapid Insights,” for health care strategy professionals.
He is married with two sons and when not helping to strategize DoctorPodcasting’s growth or chatting with physicians on various hospital client podcasts, Bill enjoys his hobbies: guitars (Gibson), sports (Chicago), and wine (Cabernet).
Name: Bill Klaproth
Company: Doctor Podcasting
Title: Director of Marketing and a Pod Talk Host for DoctorPodcasting by RadioMD
Transcript of the Conversation
Welcome to the iProv Made Podcast where we help you build a more profitable healthcare practice. I am with my co-host Jordan.
What’s up RJ? How are you?
I’m excited because we’ve found our tribe, other podcasters. We think, you know, we obviously, we are sold on podcasting and we think clients or our audience members can really take advantage of this, not just because you guys are so smart and have such good information to share with the world but just how easy it is, you know, just getting behind the microphone, having someone ask questions to you, is really kind of the easiest type of marketing I think there is.
Whoa and Yeah, I mean especially the way that our next guest is gonna talk about how they help their client facilitate that. If you think what RJ just described is easy, try doing it about two or three times and you’ll get frustrated with it. But without further ado, I wanna hop right into it. This is Bill Klaproth with RadioMD.
Welcome to the iProv Made Podcast where we help you build a more profitable healthcare practice. Alongside me is my good friend and partner Jordan Smith.
Hey RJ! How are you?
I am good. You know, if you go to the dentist and you smile really big, the one thing you are afraid of is that they are going to question how good your teeth are and I am both excited and scared to death because we have a podcast expert today.
Well, that same exact thing that you mention is what’s gonna happen when the lady who usually cuts my hair sees what I did during COVID here.
So Bill Klaproth, welcome to the podcast.
Hello fellas, thank you very much and RJ, yeah, you got a little piece of lettuce in your teeth there. So, if I’m checking out the smile like a dentist would, yeah.
Well, we are excited that you are here. Bill before we kind of jump in, kind of talk about our framework, why don’t you give a little brief introduction of yourself, maybe a little bit about the organization you represent.
Absolutely. Well thanks for having me on guys. I really appreciate you asking me to do this and happy to be here and talk about podcasting and physicians and doctors and practices, and all that good content marketing stuff. So a long time radio guy, grew up in the Chicago area, did the tour of the midwest as I grew my radio career bounced from a smaller market to a little bigger market, to a little bigger market, little bigger market, finally wound up back in Chicago.
Then unfortunately in 2008 when the economy crashed, I was kicked to the curb. The company that I worked for really kind of hit the skids. And I didn’t really wanna move again, so I moved so much in my career, I thought, you know, I had an opportunity to go to St louis. I was in a Chicago radio station. 97.9 The Loop, shout out to any Chicagoans.
And I just didn’t wanna move so I thought, you know, when you’re a program director of a radio station, it’s like you are the marketing director of the radio station because you are trying to attract the biggest audience you can. So you are used to positioning, you are used to doing auditorium testing, you are used to doing contesting and all those different things that marketing directors do.
So I like, you know what, I am gonna just kind open my own marketing thing up. So I became an Independent Marketing Consultant and I ran into the RadioMD guys and in about 2011 or so, and they were doing podcasting for hospitals and had a lifestyle podcast brand called RadioMD. So I came on board during doing social media and I just grew and grew and grew to the point where now I am the Director of Marketing for the company. I host podcasts with them, I do sales for the company as well. It’s an awesome organization. So, its radiomd.com which is a podcast network of lifestyle, health talk if you will. And then Doctor Podcasting which is a B2B business. So we work with hospitals, helping them create their own podcast series if you will. So we will interview individual doctors from hospitals, then we provide a really cool eye frame that plugs right in the hospital’s website. So these hospitals can build an archive of podcasts from their own physicians which is really important so when people are searching out health information, wellness information, they are worried about a condition and they are on a hospital website, they can find information directly from that hospital’s physician. So it’s a great way to showcase the physician’s authority and give that information when somebody at that moment is looking for it. And then of course you can share it out on social media and we provide other content options as well. So it really is a good marriage of podcasting and healthcare really works well together.
Well, I’ll tell all the listeners out there that if you guys are not familiar with RadioMD or Doctor Podcasting and you are anywhere close to the industries that Bill talked about, I mean they are the thousand-pound gorilla in the industry. They are doing some of the really great stuff. So if you are interested in more information, I’d definitely go and check those guys out. We’ll include the links in the show notes too.
I was just gonna just confirm exactly what you said which is if you are in our industry, if you are helping healthcare providers, practices, hospitals grow, you have seen these guys, they are usually doing the live episodes at the conference which is a really cool thing. It is very professionally done. And Bill, you know, I am sure you hear a lot of people who think they are going to do this on their own because I get lots of calls from people saying, “Hey! I wanna do a podcast.” Can you talk about kind of doing it on your own versus what it’s like for you guys to provide a service like this?
Absolutely. So podcasting has grown exponentially over the past few years and there are a lot of tools that make it very easy for someone to start their own podcast. That is absolutely available and an option for somebody.
But with any content building practice, it takes time, it takes knowledge, it takes equipment, and let’s face it, for individual physicians out there that work at smaller clinics or have their own practice, they are worried about taking care of patients every day. They’ve got other things to worry about than all of these different marketing things that we have now, social media, right. “Gosh I’ve gotta have a Facebook page, now I have to have Instagram, I’ve gotta do that. Oh gosh, what about Yelp reviews and the other review sites, and what about, oh, CPC? Do I have to worry about that? There is so much, oh now podcasting. How am I gonna keep up with all this? I’m just trying to run a practice. People stop.”
So you can do podcasting on your own, but it does take time just like anything, just like really doing social media correctly. So we work with mainly hospitals, healthcare systems with a Marketing Director there and we make it very easy for them. We take the weight off of their shoulders. We do all guest scheduling. They don’t have to do any of that. They just give us the topic, the contact information, we contact the practice, we set up the calendar invite with the physician. All the physician has to do is go in his or her office, shut the door, attend a 10-15-minute interview and they are back on the floor practicing medicine. Doesn’t get much easier for that.
Then we produce the podcast, send it back to the marketing director. They review it. There is something they don’t like, they can send it back to us, we change it, send it back to them. On the day and time, they want it to publish, it goes up on their website. We also distribute it to the major podcast aggregators, Apple Podcast, Spotify, iHeart, Google, Stitcher, TuneIn, we do all that work for them. So it’s really turnkey.
So we take the work off of their shoulders and it really is a time saver for them. They’re not sitting there going “Okay, I’ve gotta call the doctor, and I’ve gotta do this.” And then as you guys know, with audio, you can repurpose the audio. So not only can we provide them with an audio marketing strategy for podcasts, we can then re-purpose that audio into an article or a blog. We can take it, create a medical minute. So if they advertise on radio, we can produce a one-minute radio commercial for them.
It’s done on the MP3, they go right to the radio station, it’s done.
We provide them with the audio to social players, so you convert your audio into a video. So you can share it right in your Facebook timeline or twitter or LinkedIn or Instagram. So people can listen to your content right from their news feed. So we provide all of those services. We are really like a little content marketing engine in the background.
That’s huge because, you know, for any leader, whether you are marketing director, whether you are the physician running the practice, you’ve really gotta look at what your highest misuse of time is. And for physicians it’s often just being a physician. That’s the best use of there for a marketing director. It is usually not trying to get ahead of you and changing these little, making a little 30 second clip of audio and as marketers, I can tell our audience, we know that’s super valuable stuff, that’s something that someone will listen to. But that little 30 second clip might take me 12 minutes to create. And if I am speaking to the marketing director out there, people in charge of marketing, unfortunately, stakeholders don’t really value that often. So it’s great that you guys will take the big audio and slice it up into smaller pieces of content. I would think that would be a huge value add if I was even me. You know how hard it is for Jordan and I to get those stuff done.
Yeah. And as, you know, anybody out there that’s listening, that is thinking the same thing that Bill mentioned a few minutes ago, which is, it’s a podcast, it’s easy. Try all that stuff that he talked about, you know, figure about how much time that would take you to do. I mean, he even just uploaded that as well worth the value there. You guys are doing big stuff, I like it.
Well, thank you!
Well, let me ask you, let me tell you first about how we think about the framework of running a practice. You know, it usually starts with us, we are talking to stakeholders and owners about the symptoms of their problem and usually it’s something like, we need more patients, and it’s just a symptom, the real problem, we gotta keep asking questions about the symptoms.
We need to make sure we got someone in the room that’s gonna take complete accountability for the problem. We need exposure on our latest procedure. We need someone who says, I’m gonna do something about it. Then we triage the problem and we check to make sure do you have a vision of what the future looks like, do you have a vision of what success looks like, can you define what will make you happy in the end? Because if you can’t, there’s no way marketers can come in and make you happy.
Fifth, we look at the strategy that they are using. Six, we look at the tactics and then we talk about alignment, how you hold team members, including vendors, accountable for those results. And then we engage the team. You know, usually someone says, “Ooh someone else is doing podcasting. I wanna do that.”
Can you talk a little bit about how someone actually find you, is it they just know they wanna do podcasts or are there other trigger words that tell you, “Hey! A Podcast will be a good fit for you?”
Right! So, we go to a lot of trade shows and that for the beginning of this company, was probably one of the best ways for us, if you want me to talk specifically about us, to generate leads cuz people are like, “Podcast, how do I use podcast, how does this work?”
So it’s been a period of making sure they understand what podcasts are and how it can help them. So once they go, “Oh! I see how podcasts can help me. Okay, now I am interested.”
So we’ve been at all the major shows and through that people have seen us, of course, we have a website and we do outreach as well. So through that we have managed to obviously grow this company now, like you said we are the 500-hundred-pound gorilla in the country, I think we may be the only company that offers any of what I just talked about in the country.
So mainly, it’s just for us, it’s been boots on the ground, you know, making a lot of phone calls, being at trade shows, running down every ground ball possible to make sure that we are out in front of people and then the podcasting industry came to us as its and it’s still growing it’s growing and growing and growing and more people are going, “Hey podcast.” And now everybody has got a podcast, and every news organization has a podcast and businesses are starting to understand the value of audio marketing.
We think probably within five years, everybody is going to have an audio marketing component on their website. Like everybody had they have their Facebook page 5-6 years ago and everybody’s gotta have a blog. Everybody is going to have an audio marketing component on their website cuz it’s just a great way to inform your customers, educate your customers and help solve their problems, right.
Because people are coming to you because they have a problem they need solved, right? They don’t really care about you until you can help them solve the problem. They are not just, “Hey! Let me check out this website for the fun of it.” NO.
They have a problem. They need an answer. They need a solution. So they find your website. So through audio you can really communicate how you can help them solve their problems. That’s really what it’s about.
Well, not only that, the reason I was so excited whenever we hooked up with you is, we talk about, you know, RJ just went through the steps but, you know, some listeners out there might be thinking, “Okay. This is a great tactic that we can use.”
I would disagree with that and say, well it’s a great tactic but what you guys are talking about what you can deliver for organizations, also fit into that vision piece right, helping hospitals, communicating what their core values are, best practices. It works with the strategy piece as part of figuring out who you need to target, what the message is and then the tactical part is actually all the stuff that you guys do after that podcast is recorded. So that’s why I think what you guys do is a perfect fit for a listener base because it checks all those boxes.
I think you said that exactly right. So you can use the podcast for critical strategy as a strategy communication. So we talk to CEOs or we talk to Chief Medical Officers who explains the vision for a new procedure or a certain condition they are treating now and then we can also get into the nitty gritty of talking to the physicians who are performing the procedure on that condition and who this new procedure is best suited for, what are the symptoms you should look for. What are the diagnosis options, what are the treatment options, so we can get really granular on that.
I like to say, each little podcast has its own marketing asset that you own and think about somebody searching for that condition and they’re on a hospital website and they are not sure about it but they find the podcast and the physician explains that.
I like the track of what you are talking about. We talk about it all the time. iProv is a marketing agency, we talk about this cornerstone content saying concept that you are talking about which is, you know, that turkey dinner, that thanksgiving dinner that you had, how many leftovers can we create from this one big dinner that we all are going to spend all day cooking. It’s the same thing with these podcasts.
So talking to the listeners out there who are sitting there listening to this and says, “Man! This sounds really great.”
Talk about y’alls most successful clients, you know, kind of, like what questions they ask you specifically. What are the great fits for you? Talk to those folks a little bit. Who you guys out there working with and for?
Absolutely. So I think this is universal for anyone. If you go to the trouble of creating the content and then you don’t do anything with it, you’ve just wasted your time. So the best marketers understand first I gotta create content that is relevant and topical and timely, and my audience wants to consume, number one.
Number two, I’ve gotta get it out front of them. I gotta make sure that they know it’s there. So our best clients are the ones that take these podcasts, don’t just let it sit there on their website, although that’s okay. People can find it that way, but they actively push it out. So in other slots on their website, and a physician can do this in his/ her own practice, he’s gonna, he or she is gonna have different pages probably describing different services that they offer. Make sure you put that audio on those pages or create a little advertising box in the right or left rail talking about your podcast or a podcast for a specific condition that or a new procedure that you have.
So you have to spread that content. Number one around your own website, so people are coming to your website looking for something, you gotta get it out in front of them, make sure on the homepage, you have information about it or a link to it. It’s with any piece of content, if you have a blog or anything, you wanna make sure it’s out in front of people. And then use the various tools that we all can use now, that are easily accessible to everybody. Make sure you get that Facebook post going, Twitter, Instagram, Linkedin, all of those different places, YouTube is another one.
So, our best clients are the ones that take that content and they really push it out there. And they use it, and some of the things that they’ve come up with were like, “Whoa, look how they are using this podcast.”
So we provide a written transcript as you guys do for all the podcasts, so we have clients that take the written transcript, which is great, SEO index able work. They create a landing page, they cut and paste the transcript onto the landing page to get all that great SEO value. We provide them with in-line players, so you put the player on the page. We also write up a little bio for the physician. Put the physician’s picture up there too. By the way, physicians love this. Don’t they love to see their picture everywhere, they love it.
It’s for our audience.
That’s it, they love it. So you got this really great landing page with all these great index-able keyword rich copy and then audio player right there. Wallah! Done. Now when people are searching, ‘when should I worry about my headache.’
That copy pops up with that physician right there and that player. So anybody can use that anywhere. If you are a single provider, you have your own practice somewhere, these are techniques you can use too.
Create a simple landing page, take the transcript to the podcast that you recorded, embed that transcript, get a player. Most places where you can find a self-hosting of podcasts will provide you with these players that you can embed on a page anywhere on your website. And you got this really great piece of content that’s gonna live there, when people are searching again for those solutions we were talking about, there’s the answer to their question.
Now who are they gonna call when they find that page? They’re gonna call you. That’s it. I found it. He or she is talking about what I am, I’m worried about my headaches. I am gonna go and see this person. So that’s what I say, each podcast is its own marketing asset. That’s how you should think of it. It’s like that tipping, should I call, should I not call, I haven’t found the right place, should anybody really understand what I’m going through. Oh! Wait, these people get it. They know what I am going through. I’m gonna call them.
Well, and for our group of audience, they know, they’re usually better just getting in front and talking as opposed to trying to write their thoughts, as opposed to worrying about a video shoot that we have to do and there is a script and they fumbled over any words. Just perfect.
You know, I’ve done our own podcast for long enough. To say, if I could go back and do it again, if one of our audience members says, “Yeah, I wanna do a podcast.”
It’s probably not that difficult. It is worth using a third party like this, so that you can focus your energy on that other stuff that you just discussed, distributing that content. But if we have an audience member who’s listening and says, “Yeah this is really cool.” Can you talk about the commitments, maybe the average number of commitments. What they would or what you think they should dedicate each week or each month to the podcast?
Yeah, so more is better obviously. But again that’s tough. People have practices to run, they don’t have all night to sit there and write blogs and record podcasts. So the more frequent you can do this, the better. But consistency is good.
So we work with hospitals, we’ll do one a month. So for an individual physician listening to this, I would say at least one a month and that’s not to own a risk, you can easily come up with 12 topics, easily come up with 12 topics, that’s for sure. Think about all the questions, you know, if I were talking to a physician out and they said, I don’t know what to talk about. I don’t know what I should do the podcast on. I would say, “What are the ten questions you get the most Mr. Physician?”
They get a lot more than that.
A lot more than that. So give me the top 10, he or she would say, I get asked this or this. People are always concerned about this and then they ask me about this symptom and what about this.
Then I say, well there is your road map on the content you should build.
Answer those questions, if people are searching for those answers, answer them in a podcast and you said it exactly right. Physicians can talk, they love to talk about these conditions and things because they’re passionate about it. They don’t have time to sit there and write out a blog.
But if I were to ask them, “Tell me about type 2 diabetes, and why is this such an epidemic?”, “Well, here is the problem.” And, “Tell me about type 2 diabetes, how somebody would know it?”, “Well, people generally don’t know it. They find out when they go to the doctor or something else.”
And they can easily talk about this stuff. So I would say getting back to your question at least one a month but if you can do more, that would be better.
That’s great and yeah that makes perfect sense kind of, speaking to some of those best practices that we already started talking about. What are some other things that some doctors or organizations should consider?
You know, maybe they’re out there and they are marketing departments, they are agency or even the buddy down the road that has a nice microphone who says, “Pay me. I’ll produce your podcast. I’ll push it out.”
What are some questions, what are some of the things these organizations should be thinking about, what is the list of questions that they can ask? What are the best practices that they should keep in mind?
Well, what I would do first is I would say to the physician, where is your profit area? Where do you make your money?
So let’s talk about this as well. I do smart cool sculpting, I just started that. That’s just really a profit center for me or whatever it is. Okay so let’s talk about that. That’s where you really make money. How can we maximize that? If that’s where you are going to turn a profit, tell me how can we maximize that. So let’s put together a game plan for that. So what are the questions that people are asking? Is this right for me? How does it work? Is it intense? Is it a 6-month program, a 3-month program? Are there any side effects? What else do I need to know? Is it expensive? Can I afford it? Will my insurance cover it? Well, right there you can find podcasts.
You can put together a mini-series on cool sculpting or whatever it is that they feel is an area of their practice that needs attention. Or something new that they are offering that they want everybody to know about. So that’s how I would approach it, first find out what area needs attention or what area is most profitable that you can maximize? And let’s maximize that.
RJ, I think you said it at the beginning, there are some or I’ve seen in other interviews that you have done. Some practices are successful but they don’t feel they are successful. You know, that can be another area where you can find why you are not feeling successful. What is it that you think you can still do better or need to do better. You’ve talked about, you know, kind of looking at that crystal ball a year from now, what you are trying to achieve. So that’s another area to access the physician’s main points.
“Well one year from now I wanna accomplish this, this, and this.”
Okay, well now that I know that, I can help you put that plan together and through content marketing whatever it is and through podcasts, lets help you achieve that.
You know lots of our audience, they listen to this and they say, “Yeah! I think this is a great avenue for us to look forward.”
But they might not be the ones implementing or they might be the ones implementing this. Can you talk about what team members are critical for you guys to be successful?
Right! So, I were an individual talking to an individual physician. Obviously, he has assistants, and nurses, and other people that are on the floor with him or her. So you would need somebody, kind of a point person at the practice that would work with us or work with whoever that independent marketing consultant is to, “Okay let’s put a plan together for these podcasts.” The physician would be obviously involved in every step of this.
So when it comes to the mechanics of actually building the content, “Okay we’re gonna schedule Dr. Smith for three podcast sessions on Tuesday at 3 o’clock.” You need somebody in the practice that can help facilitate all of that.
And then once the podcast or whatever the content is produced, “Okay, how do we get this on the website now?” So that physician’s IT person or website designer, we need to be involved in that as well.
So it would be those people that can help get that content up on the website or the people or the Social Media Director that the physician works with or employees. So those are the people that are really critical in all of this. The doctor’s knowledge is number one. But scheduling the physician and then you know maximizing the content after the interview. All of those different people touch points are really important.
That what you said, scheduling the physicians, I think is the, if I am guessing that would be and when I talk to some of your customers, that is the most valuable thing in the world because it sounds easy but it’s real easy for physicians to say, “No, no, no, I’ll just see you tomorrow.” when you are trying to schedule.
Do you guys had a trick there, you know, even scheduling a video shoot? Are there any tricks as it’s persistent, what do you guys do?
I think persistence is a part of it. The beauty of audio and what we do though is that it’s very quick. It’s not like a video shoot that takes 3-4 hours or half a day or having a physician drive to a radio station, there is none of that. They just have to go in their office seriously for 15 minutes and it’s done.
So when people go through our system, the marketing directors give us a topic and a physician to contact, they’ll usually give us: Dr. Smith is usually available Tuesday and Thursday afternoons from 2 to 5.
As you know, physicians have to do a lot of paperwork, and usually they have that office time. So they’ll let us know, this is when the physician’s office time is and then we have a much better chance of scheduling that interview.
Number two is we work around the physician. They do not work around us. We work to their schedule. When they are available, we’re available. We have to record it 7 in the morning, we record it 7 in the morning. We have to record at 6 at night, we record at 6 at night. We even do Saturdays.
So if a physician wants, you know, Saturday they are home, they get a little time, and hey, you wanna and we suggest for a physician like we are talking about, batch’em. Do three or four in a row, while you are there, you are hooked up, you’re ready to go, do 3 or 4 in a row and you are done.
So again we work around the physician’s schedule. We promote batching and again, you know, we work to their schedule.
That’s great. Well kind of piggy backing off of that question, any, I think those are, you know, that’s great ammunition for a Chief Marketing Officer, or VP of marketing out there with an organization that says, “Man, I love that idea but I cannot get buy in from my, you know, providers or my doctors.”
Any other tips or talking points that you’d give those folks that they can walk in their doctor’s office today and say, “Hey! I’ve gotta a solution. Hear me out.”
Yes. So inevitably, you’re gonna run into practices or physicians or doctors like “Podcast, I don’t have time for that, don’t bother me with that. Okay! Just no no..”
But there are thought leaders in the industry and there are doctors that other doctors will listen to. So if you were to go in and say “look at, listen to these podcasts of these physicians and look how these physicians are marketing themselves, look how they’re doing that, they are integrating it into their website” And they really are providing value to the people coming to their website. So we all go to these marketing conferences, right, and we always hear about user, what is it, user, not viability, I’m blanking right now.
Thank you, thank you. Too much time in quarantine.
So, think about the value you can add, the user experience when somebody is on a website and if you were to go in and show a doctor who doesn’t really know about this, who doesn’t understand it or may be a little bit of redosin. You show them how they can use it and how it can benefit their practice. That usually can, you know, start the process and start the process of overcoming any objections they have.
And for us, we do trial podcasts. You wanna try one out, let’s try it out. So they get to use the whole system, the physician gets to go through it. If there’s a main lead physician who’s kind of the person that’s gonna kind of weigh in whether or not they like this or not. Usually once they try it, they go through the system, the go, “Hey it’s pretty cool. I get it now. Okay, let’s do this.”
So for an individual physician, you know, you can go to these posting companies, even a company like ours, give us a call. We’ll give you a trial podcast and you can try it out and you will see how easy the system works, so that’s one of the easiest ways to break down those barriers.
I love that. I’ll, for all the providers out there, all the doctors, I want you to take off your earmuffs just for a second, alright. If you are a Chief Marketing Officer in one of these other groups, hang on. But doctors give me 10 seconds.
I like what you mentioned there Bill, a really sneaky way to do it. If one provider is telling you no, go to the other provider, record it and say, “Hey, look what I got Dr. Bob to do down there.” They’ll say, “That’s not fair, I wanna do that too.”
Okay, done. But use that. Take that.
No, that’s a great idea Jordan. But, you know, to that point, you know, these guys went to school for decades, they are very proud. They don’t wanna look bad, and I think, the alternative to your question on what can we do to help, what you can do to hurt yourself is putting poor quality out there. And it’s hard to get good quality. It cost real money with real equipment as well.
So, I think, it’s great that you guys do that trial and if you are listening to this, it’s worth a trial just to see what you sound like. A lot of time people often don’t think they have anything like everybody knows, you know, 3 milligrams of Prednisone will solve. And they don’t realize how valuable what they are saying is and they also don’t realize how relatable it makes them. You know, you just get on the radio and you just build a little more relatable and that’s what we want out of our, that’s what I want out of my physician. I want to be able to be a little more relatable.
Yeah, you know, it’s, that’s so true when you start that patient-doctor relationship. “Ooh, I get to hear what this person sounds like, oh they really sound like they know what they are talking about. Ooh they get what I am going through. I’m gonna give that person a call. So it really starts that process because you get to hear the doctor, it’s not like reading words on a paper, you hear the person talking about something you are interested in. So it really does start that valuable patient-doctor relationship.
Well, you know, I think you kind of answered this, but you know, we got this final round. You know, the one thing we like to ask is if there was a group full of physicians or lets even call it marketing directors for hospital systems. And they were trying to battle through what they should do tomorrow. They are just starting this new career. Can you give them some helpful hints on how to move forward? What strategy would you tell them, you know, put these into place and you’ll see success. Any closing words of wisdom?
I don’t know about wisdom but I can give you closing words. Not sure about the wisdom part of it RJ, but I’ll give it a shot.
So with any business, you know, you have to have the general marketing tools, tools we all use, so just broad base, you have to have a website that works, you have to have a clear value proposition at the beginning, you have to offer, like I said before, you have to be answering people’s, offering solutions to their problems, so I would make sure you fully as a physician, what is it that I am offering? Am I a general practice physician? Am I a specialty physician? What is that I am offering to the public and making, and I would make sure that I am communicating that, and understanding their problems and looking at it from different ways and offering those solutions on my website for them.
So, when somebody is on that website, they go, “Oh yeah. I know, this person understands me. I am gonna give that person a call.”
And then again, all the other ways that we use marketing through social media. I would definitely start a podcast right away and have a podcast page for the reasons that we talked about today. And mainly again, you can hear the physician talking about something you are interested in and hearing the physician audio it’s such an intimate form of communication. It’s just a total winner for physicians.
And it is, like we talked about there are a lot of steps to doing it but I would definitely include that in the marketing mix. Of course, you’re gonna have social media, of course you are gonna be doing other things. You should have a blog. Make sure you have a podcast as well. There’s no question about that.
And then I would just put together that content calendar like we were talking about and make sure that you are very consistent in that. And you are trying to pull people into your practice, so when they are searching online, they find you.
Yeah. I love that and if there is one theme to everything that Bill has been talking about that him and the organization does, I think the theme is: be intentional about it. Don’t just do it for the sake of doing it. Be intentional about who it’s gonna get in front of and what you wanna get across, what the end result is gonna be? I think if you start with that, you tend to see a lot more success than just doing it for the sake of doing it.
Yeah I think that’s a really good point. So really understanding who you are trying to reach is critical or else you are just gonna be wasting marketing dollars. So I would really try to understand, “Okay who am I here for? And then, like we were talking about before, what procedures have I just started or what new offerings do I have, where am I gonna get those people at and how do I get in front of those people? I mean that’s the best way that targeted marketing communications, that’s the best and most efficient way to reach people and grow your practice.
Yeah absolutely and that’s the key, growing your practice so.
Well Bill, one last thing before we go, tell everybody again, how can they get in contact with you. If they got a specific questions for you or the organization, what’s the best way to reach out to you?
It’s a really tough email so write this down.
email@example.com. I know, it’s hard. firstname.lastname@example.org. I know it’s a long one.
That’s Bill with a B
Bill with a B.
Two Ls Bill
B-I-L-L@RadioMD.com. Please email me. Let me know how I did, please.
This is phenomenal guys as our audience if you are listening to this, and you wanna talk about how this applies, feel free to reach out to us. But do reach out to Bill and his group. They do phenomenal work. Can’t recommend them enough. The value you’ll get out of it, you know, if feel like we talked a lot about it but it’s hard to even talk to even understand how much you can do with one piece of audio. How many different pieces of content you can create out of that and actually to get more results with less work.
So true. So re-purposing is the word and you’re right. I just wanna say if any physician out there who’s starting a practice or trying to grow their practice, and you have a question about podcasting, I will be offended if you don’t email me. I’ll be mad at you if you don’t email me. I’m coming after you. You better email me and ask me. I’ll be more than happy to help you in any way that I can and answer any question that you have about podcasting because I love it and I think it is the future and please email me. I’m happy to answer any and all questions.
And Bill is right on two fronts. One being super helpful and two, he will come after you. Chicagoans to Cincinnatians.
I will come after you.
He is on radio bet.
That’s right. I will be personally offended if you do not email me.
Personally offended people.
Bill Klaproth, it’s been a pleasure. I hope we can have you on again. We appreciate it, with Doctor Podcasting and RadioMD.
Jordan, RJ, Thank you so much.
RJ, Bill Klaproth with RadioMD/Doctor Podcasting.
Yeah. I hope they heard loud and clear that we all like podcasting but not just the recording but all the stuff that creates after that. You know there is so much good content that gets created from that. It can keep one marketer busy full-time. The amount of stuff that they can get.
Absolutely. And we’ve mentioned it a couple of times, which is being intentional about your messaging. And you know, the easy thing about Bill and what his group at RadioMD does is that they take care of all of that for you. They plan it, they record it, they ask the questions, they build a little marketing campaign around each one and they hit publish. And guess what, all you have to do, show up for the next one.
So, you know, email@example.com. If you guys have questions, reach out to him.
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Also, let us know if there is a specific topics or guests that you would like us to feature on the podcast to let you know we can reach out too.
Anything we can do to be more helpful to our audience is exactly what we wanna be doing. So please tell us, give us feedback.
Jordan, great to see you again.
Alright. Great to see you too. Everybody thanks for listening.