Cameron Hemphill, host of the Medical Millionaire podcast, discusses the importance of a robust marketing plan for medical spas. He emphasizes the need for a strong foundation, similar to building a house, and outlines three key channels for audience engagement: internet search, Instagram, and Facebook. Hemphill advises investing in a professional, scalable website with integrated tools like online bookings and SEO. He stresses consistency in social media posts, leveraging before-and-after photos, and using tools to post across multiple platforms. He also highlights the importance of a strategic checkout process to rebook and upsell clients, ultimately leading to a compounded revenue stream.

Transcript

This is medical millionaire the podcast, helping your Med Spa 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 everyone. Cameron Hemphill, here your host for medical millionaire. First off, I want to thank you so much for taking the time to tune into our podcast. Our goal is to give incredible value and insight into the medical spa market. So if you’re an injector, you’re in the medical esthetic space, the DERM space, the cosmetic surgery space. This podcast is designed specifically for you. My team and I, we’ve consulted with some of the top medical spa owners all over the country for years, and we see businesses that are absolutely thriving and ones that need serious help in this journey together, we want to help you take your practice to the next level. And in this episode, we are going to talk about how to develop and write a marketing plan step by step. So let’s get into it. I want to talk about the first thing that you’re going to want to do on building out this step by step marketing plan, and it’s going to have to do with building out a framework and building out an architecture, just like as you would build a house, for example, right? So it’s always nice to say, Okay, I’m building my dream home. I’m going to put on the nice fixtures, the countertops, you know, the nice paint, the tile, the quartz, the marble, whatever it is that the high end appliances, those types of things like, that’s the fun part, right? And the landscaping, for example, like the sprinkles on top, right? But what’s what you have to understand is you have to have a good infrastructure. You have to have a good foundation. And if you don’t have a have a strong foundation and a good infrastructure, then everything is going to collapse. Right? If anybody’s ever acquired a home that has a cracked foundation, you know, they’re really like the gorgeous countertops, there’s always an underlying issue that’s holding you back from going to the next level. Okay, so this piece of advice that I’m going to give you is extremely important on mapping out a very robust, methodical, step by step plan. So you’re going to want to get either a whiteboard out, or you’re going to want to, you know, get out a PowerPoint or something like that, and map out your plan in every area of creating a robust step by step marketing plan, right? So the first thing that you’re going to want to do is you’re going to want to figure out, Where does your audience live, okay, where do they live? You got to think through their lens, okay? And in this space, the majority of them live in three areas. The number one area is going to be internet search, Google search, okay. Number two is they spend a tremendous amount of time on Instagram. And number three, they spend a tremendous amount of time on Facebook. Okay, so you’re going to want to hang out where they hang out. Okay, so now you’ve identified the three places that your audience hangs out. Now, what do you need to do? You need to be relevant on those three spaces. Okay, so as you’re building out your architecture, you’re going to focus on the infrastructure, the foundation. So number one, you’re going to want to have a very robust website on the correct platform with the correct hosting. Okay, if you are planning our thought or have cut corners here and built on a platform that’s not scalable, it limits you on search engine optimization capabilities, or you’ve hired somebody that may have given you a deal, because it’s a friend of a friend, or a colleague, or, you know, somebody a client or something like this, right? Maybe they build websites on the side. I would not encourage that. I would encourage you to seek a specialist that understands and fully has committed to building very robust websites, something that is built to scale, reliable, has great content, has great service. Pages, great call to action, the ability to integrate online bookings, EMR solutions, CRM solutions, chat bots, virtual consultations, lead capture tools and has the experience of understanding what your consumer is trying to do in order to connect and book with you, right? So that’s going to be extremely important. I would not cut corners here. Why? Because, again, your audience hangs out on internet search. Page. And of course, as you build out your website, it’s going to be on the internet. Okay, as you’re building this out, you’re also going to want to make sure that it’s built for mobile. Okay, north of 86% of your consumers, your potential clients, hang out on mobile. That’s how they find you and book with you, right? These are people that are busy, typically affluent, have some disposable income. They’re on the go. They’re busy. They’re in and out of meetings or dropping kids off, you know, like, these are busy professionals, okay, that are going to take the time to invest self apparent, self apparent, self confidence, and understand what a you know, like a treatment self care plan is for anti aging, right, and feeling good, right? So that’s what you’re going to want to focus on. So building out a great website on the right platform with the right technology, and I would encourage you to seek a provider that understands the medical esthetic space, that understands who your audience is and how you’re going to get them to your site to convert them. Okay? You’re going to want to have this, this website, built out in such a way that when they land on it, it’s easy for them to navigate, easy for them to understand who you are, easy for them to book online, easier for them to inquire, right? So there’s very strategic ways that consumers look and that they want to take, take quick action, because you can lose them in a matter of seconds. You could have the most beautiful website, a beautiful picture, and like no call to action, it’s a waste of time, and you’ve taken all that time to drive them to your website, but now there’s nothing that they can do on it. I see it all the time when I’m looking at websites all day long, right? And my team is so take the time to do that again. When you’re looking at your infrastructure, your architecture, you now know what the platforms are, okay? And now you need to invest in those platforms the correct way. Please don’t cut corners. It’s gonna just you’ll end up cracking that foundation. And there always be an underlying issue. Okay, so that’s number one.
Thank you for listening to medical millionaire. I wanted to take just a few short moments and tell you all about growth 99 University naturally, if you’re listening to medical millionaire, the success of your Med Spa is extremely important to you, and as it should be. And if you’re listening to medical millionaire, you are obviously looking for the best, most effective ways to take your Med Spa to the next level in both profit and customer success, enter growth 99 University ranging from online education courses all the way to the full suite of marketing and web services. Growth 99 has your Med Spa covered. No matter the challenges that you’re facing, we are ready and able to help you achieve your next level in business profit and freedom to inquire about all of our support services and products. Please visit growth 90 nine.com and while you’re there, click the university link and check out the companion course to this very podcast. Back to the show
as you’re building out the other two channels. Okay, let’s hone in on Instagram for a second. Your Audience spends a tremendous amount of time on Instagram. You’re going to want to make sure that you are extremely relevant on Instagram. This is social media. Be very consistent with your stories. Be very consistent with your reels. Be very consistent with your posts, right? Be interactive. You’re going to want to show personality. You’re going to want to show professionalism. You’re going to have consistency. You’re going to want to build out a content schedule right around holidays, around treatments, around services, around promos, around offers, around monthly specials. You’re going to want to have this content schedule built out. And what’s really nice is you can build up a very robust, organic following, as you’re constantly, consistently putting content out there and getting your current providers, your current clients, colleagues, past clients, word of mouth, friends, family, whatever it is to start tagging you in posts, or you can quickly pull up your story, like during the checkout process. For example, you could quickly pull up your stories, tag one of your clients, and then they’re going to go see that you tagged them in a post. You can go re tag that, like they’re going to go retag it, right? It’s like a mental thing. They’re going to go re tag that, and then it’s going to expose your post to all of their followers, right? It’s a great strategy on growing your organic social media, right? So you’re going to want to be extremely consistent throughout your posts. You’re going to want to post daily. You’re going to want to be on there, on your stories, right? If you haven’t hired somebody, you may want to think about doing that. Okay? It’s important to have specifics, like when people are. Looking and vetting you to be the provider for them. They typically look at three things. They’re going to look at your website, they’re going to look at your social media, your before and afters, and that’s where it’s a great place to post them. And then, you know, Google reviews, reputation management, those types of things, right? So you’re going to want to make sure that you’re that you’re very active. And a lot of times we hear, you know, like, I’m not the best at social media. I don’t like social media. We’re too busy. I don’t have the time to do it. You know, these types of things. It’s always going to be best where you have really good, organic social media. That’s from you, showing personality, showing your area of expertise, being the content of authority, right? So, get comfortable being uncomfortable. Take some courses, right? Figure it out. The folks that have have done a really good job of this, have really invested in social media and leverage it as a tool versus a toy, right? If you guys have tuned, tuned into the previous episodes, you’ve heard me talk about that, right? And they have a good process. They they map out a calendar. So building out your architecture, right? I’m going to go back to that analogy, your plan, your foundation, make sure that you are relevant on that specific channel, because your audience lives there, your potential audience lives there. When people are connecting at barbecues or networking events or whatever, oh my gosh, your lips look so so great. Like, where did you get them done? Oh my gosh, you have to follow so and so. Or I get them done by so and so. A lot of times they’ll say, oh, what’s her Instagram? Or I’ll tag you in her Instagram, or I’ll send you her post, or I’ll DM you, you know, his or her, you know, handle right? A lot of time, like, a lot of times you’re, you’re, you’re getting vetted there, and they won’t even go to your website because they have their mobile device in their pocket. They’re at an event, and it’s easier just to pull up their social media, go, hit the Find button, type it in and show you or tag you in a post, and then you, you’ll get the notification later, so that, therefore, you can see who it is. And then they’re going to look at your social media and they’re going to vet you. What are the before and afters look like? Do you have before and afters on them? You definitely want to have before and afters on hard posts of your social media. Like stories are great, but remember, stories disappear every 24 hours, right? So those are great. They create good engagement. You can tag people once you get above 10,000 followers, you then have that, that ability to create the link right, which is great, but the hard posts stay right. So you’re going to want to, want to remember that. And as they stay, they have people have the ability to scroll through and quickly see before and afters okay. And that really builds confidence in, you know what we call is like the buyer journey, right? Your website, your social media, your reviews, okay, so again, you’re going to want to think with, with the end in mind, like, why am I posting this? Or what’s happening? Well, the reason why is because your audience, or potential audience, they live on that channel. They live on that specific channel. Okay. Number three, let’s get into Facebook for a second. Okay, Facebook has a little bit of a different demographic than Instagram. Typically, the users that are on Facebook, they’ve been on social media longer than when, obviously, when Instagram came out. So the audience tends to be a little bit older, right? A little bit older, which can mean that they actually could be more, a little bit more, not like necessarily sophisticated, but more educated, or just have a little bit more experience, right? And so you’re going to want to be relative on that channel as well. And I’ve heard, you know, all Facebook, you know, it’s, it’s, it’s, it’s dead. And I’m going to argue that because we have seen folks that run successful Facebook ad campaigns, like lead generation campaigns, and where they’re relative on those specific channels, they generate leads, and then those leads, they generate revenue. And that revenue can be compounded with like having a strategic checkout process to where you can rebook them right if you if you acquire a new lead through one of these channels, and they come in and you do a great job of the service. I mean, you can rebook them, you can put them on a membership. You can upsell them. You can ask for a referral. They can refer you, and then that person can refer you, and that person can refer you, right? There was a story just recently that one of our clients got a lead. I can’t remember if it was like through a Google Pay per click campaign, or if it was from a Facebook ad or something like that, but it was a client, or was a lead that was generated, that was converted to a client that then generated over a six figure, producing revenue stream from the referrals that they brought in, right? Like, that’s how you have to look at this stuff. So if you’re relevant on these channels, and you build out this great marketing, you know, system and platform, and you’re in, you have to be you have to be active. I read a book once that said, if you’re not marketing, you’re out of business, right? So marketing is going to be one of the biggest channels for new patient acquisition and having a strategic. Your plan on implementing that that position. So same thing with Facebook, be relevant post. They have their own stories with inside of Facebook. And the cool thing is where you can actually post on Instagram, and you can connect your Instagram to your Facebook. So if you haven’t done that, I would recommend doing that, because then you can kind of kill two birds with one stone is every time you do a post on Instagram, it can then hit your Facebook channel, so you’re hitting those two platforms at the same time, okay? Or if you want to take it a step further, there’s actually tools out there that you can use and leverage to where you can post and you can hit like every channel, LinkedIn, Facebook, Twitter, even Google, my business, those types of channels, right? So again, the point of this is making sure that you, I want you to begin with the end in mind, right? Franklin COVID, he came out with a, he was a great it was Dr Stephen Covey, but he has a business, Franklin COVID, and he always talked about, begin with the end in mind. Think long term, think infrastructure, think your ecosystem, okay, and then everything, all the fancy stuff can come on later, right? But you want to put the right team, the right people, the right platforms and systems in place before you can just start running in this regard, right? So again, coming back to it, your audience, three channels, Facebook, Instagram, internet search, invest into the right resources, the right platforms, the right channels. Then you can create your content schedule. Then you can create your strategy, and then from there, it’s just being consistent, having the discipline, keep continuing to post and post and post and post and post, be engaging, right? Be social. On social, make sure your website is built the correct way, with the right call to action, the right content, the continuous SEO, and then from there, it’s just, it’s just automating the process, okay, so that’s how you build out from a digital marketing perspective on the three major channels, okay, all right, everybody, thank you so much for taking the time to listen to medical millionaire again. This is Cameron Hemphill. If you found this content valuable, please share it. Let’s keep the conversation going. Head into iTunes. We love five star reviews. Additionally, you can visit growth 90 nine.com to learn how we can assist you with your marketing, your coaching and all your technology needs. Until next time happy injecting you.