In this episode, Cameron discusses the importance of diversifying content creation beyond Instagram for MedSpas. He highlights the high engagement and visibility on Instagram but emphasizes the need for unique content on other platforms like Reddit and YouTube. He suggests creating localized Reddit communities and leveraging YouTube for educational and promotional videos. He also advocates for starting a podcast to share expertise and boost SEO. He stresses the importance of consistency, discipline, and leveraging tools like ChatGPT and Riverside for content generation and management.

Transcript:

Welcome to Medical Millionaire, the podcast helping your medspa increase in status, visibility, and profitability. Join your host as he dispels myths, shares trends, and gives you actionable steps today that will take your medical practice to the next level. Here’s your host, expert marketer and founder of Growth 99, Cameron Hemphill.

“Hey, what’s up guys! Cameron Hemphill here, your host for Medical Millionaire. Thank you so much for taking the time to join the podcast. My goal is to give incredible value and insight for practice owners. If you own a medspa or you’re thinking about opening up a medspa, this podcast is 100% designed for you.”

“All of the previous episodes contain valuable content, so I’d encourage you to tune in if you haven’t already. I want to ensure that every episode I create builds wonderful content that you can learn from and get golden nuggets to position yourself as a cutting-edge practice. This helps create profits for you, your team, your family, and builds something special that you can either sell or pass down to whoever you’d like – whether that’s a team member, family member, or whatever your exit strategy might be.”

“Today, I want to jump into something that has been on my mind lately and isn’t talked about enough – it’s all about creating content. We’re creating content on all the same channels, which is fine because your audience is present on many of these channels. The most content I see created in this space is on Instagram, and Instagram is definitely generating the most engagement – the most views, shares, attribution, and inquiries.”

“Many of you have done a great job building out your profiles and calls to action. You’re using link tree in your bio, pushing people to your website and booking page, and you’re doing great work. Some practice owners are performing better than others – they have better posting frequency, they’re more creative in how they talk about their practice, their professionalism, expertise, humor, and family life. They’re making it more of a social engagement, and you’re seeing people on video more and more.”

“But content creation is so much bigger than Instagram. That’s what I want to hammer home today – thinking outside the box. Practices are opening up all over the place, and practices are closing all over the place as well. I’m actually seeing data where practices are closing, probably because they shouldn’t have opened in the first place. They might have lacked the right value proposition, messaging, understanding of their demographic, or maybe they were underfunded or it wasn’t the right fit. I don’t have exact data points on why they’re closing. The economy has also had a pullback, but I’m consistently seeing more practices open than close, which is great for our business, the industry, practice owners, and patients.”

“However, if you’re a practice owner and you’re consistently thinking that Instagram is your primary posting and engagement strategy – which it may be, with data to support that – I would encourage you to look at other ways of creating unique content where I see many practice owners not taking advantage.”

The Early Instagram Advantage

“Looking back through history, practice owners who got on Instagram early, say five years ago, with the right strategy, messaging, content, profile, and call to action – those are the ones who captured tremendous market share in their area. It’s hard for an up-and-coming medspa to capture market share from somebody who already owns that social space, has that following, and has strong word of mouth.”

Three Alternative Content Channels

“I’m going to give you three takeaways about the ‘dark social’ experience – how you can create content outside of paid strategy like Facebook ads, Instagram ads, TikTok, search engine optimization, and Google pay-per-click. There’s an entire missing component that very few practices are utilizing.”

1. Reddit Strategy

“One area that’s capturing tremendous search engine optimization results is Reddit. Reddit has done amazing work building out groups and communities. You can create a profile and build an entire community around everything you offer – your expertise and services – in a way that provides education and value.”

“If I were a practice owner in Tampa, Florida, for example, I would create a Reddit account called something like ‘Tampa Florida Medical Aesthetics and Wellness Insights.’ Focus on creating content around expertise, building confidence, and creating a community about why visiting a medspa is important for the soul and confidence.”

“There’s probably data showing that people who regularly visit medical aesthetics practices have higher income levels. Think about it – when someone walks around with confidence, they feel better, speak better, communicate better, hold themselves accountable, and are more disciplined.”

“Create a local community feed around these concepts. Use ChatGPT to generate content ideas, then pull your Instagram followers to your Reddit feed. Be consistent – treat it like your other social profiles. You can’t post once this month and expect results. You need consistency and discipline.”

“Reddit appears high in Google search results, often in the top three. You can also run ads to communities within Reddit once you build up a specific community or join existing ones.”

[Commercial Break – Growth 99 University Advertisement]

2. Podcast Strategy

“I recently had Bryce Prescott on one of my podcast episodes, and we discussed the value of podcasting. Practice owners often think it’s hard or challenging, worrying about how they’ll sound or look. But you’re packed with knowledge – think about all your education, clinical experience, conference attendance, technology trials, and technique development.”

“Share what’s worked and what hasn’t. Interview clients, colleagues, and industry leaders. Tell your story about why you’re in this space. Every single one of us has a story to tell. Use ChatGPT for podcast title ideas and episode topics if you’re struggling to generate content.”

“I’ve been podcasting for a few years now, and I really enjoy it. It’s different from meetings and Zoom calls. I love seeing people tune in, share, and get value from business advice, process insights, finance tips, and marketing strategies.”

“Consistency is key – you can’t just create one or two episodes. You need a strategy, good messaging, discipline, and accountability. Some practice owners are doing amazing work with their podcasts, and I’m blown away by what I’m learning from the clinical aspect. Their view counts are increasing, and they’re getting incredible SEO benefits by tying it back to their website.”

“I recently switched to Riverside (no affiliation, just a paying user). They’re doing a great job with features like creating social media snippets and AI transcription. Taking your audio to paper through transcription creates instant blog content.”

3. YouTube Strategy

“YouTube is another area where practice owners are missing out. Why aren’t we diversifying beyond Instagram? Create a YouTube account, record educational or entertaining content, and benefit from the massive SEO impact. Create a channel with well-optimized titles and descriptions.”

“I recommend creating YouTube videos for every single one of your services and treatments – covering topics like how-to guides, expected results, potential risks, and patient concerns. Place these videos on your service pages. You could tackle one video per week, and within six months, you could have videos for all your treatments and services.”

“Video is incredibly engaging – just look at Instagram, where reels and stories get the most engagement. Graphics are fading out. You’ll get similar results on YouTube, and since Google owns YouTube, they prioritize video content in search results.”

Final Thoughts

“I know practice owners might feel overwhelmed – there’s already so much to do. Being a practice owner is one of the most challenging roles, maintaining high standards, safety, patient loyalty, team management, and marketing. It’s a tall order, and you’re all incredibly hard workers.”

“But there’s still time in the day. Consider slowing down your Instagram strategy slightly to build alternative content channels and own that digital real estate in your local market. Remember, your website is home base – funnel all this content back there, create internal backlinks, and boost your overall attribution efforts.”

“If you want to discuss Reddit, YouTube, or podcasting strategies, reach out. I’d love to have those conversations. If you found this episode valuable, please share it and keep the conversation going. I appreciate ratings from long-time listeners. I do this 100% for free because I want to provide as much value as possible.”

“Thank you so much. Have a wonderful Thursday. Again, I’m Cameron, host of Medical Millionaire. Until next time, happy injecting!”