From Practice to Personal Brand

Listen in or watch as host David Mandell sits down with medical marketing consultant Kristy LaGourgue and aesthetic nurse Rachel Varga to discuss branding and marketing lessons that all doctors can benefit from, whether they own their own practice or not.

Listen in or watch as host David Mandell sits down with medical marketing consultant Kristy LaGourgue and aesthetic nurse Rachel Varga to discuss branding and marketing lessons that all doctors can benefit from, whether they own their own practice or not.

David begins the discussion by asking Kristy and Rachel the most common mistakes medical practices make with marketing and how to avoid them.  They then chat about the importance of marketing when offering new services or equipment or even bringing on new doctors.

The discussion then turns to branding – how an individual doctor can brand him/herself in the marketplace- which not only can be patient-focused, but also to other doctors, who are key referral sources –and even industry for further business opportunities.

Finally, Kristy and Rachel speak to the use of social media and how doctors should approach getting started in marketing efforts.

TAKEAWAYS:

Takeaway 1: Having a Clear Marketing Strategy Is More Effective Than Piecemeal Efforts

Piecing together different marketing tactics without a clear strategy can lead to poor results. Kristy points out that one common mistake practitioners make is trying “a little bit of this, a little bit of that, hoping something’s going to stick.” Instead, she suggests that it’s crucial to understand how different marketing activities work together to drive steady patient flow.

Rachel supports this point, noting that practitioners often give up too soon or get in their own way due to imposter syndrome or feeling out of their comfort zone. She encourages practitioners to stick with their marketing efforts and to recognize the long-term benefits. “It’s really getting also that validation and accolade from your colleagues in the space too, to then position you even further, which might open up the gates for different opportunities on boards and business development deals as well”.

In essence, being strategic and consistent about marketing activities, rather than trying different tactics in a piecemeal manner, can lead to better results and open up new opportunities for practitioners.

Takeaway 2: Diversifying Practice Offerings Can Lead to New Opportunities

With the rapidly evolving field of medical technology and treatments, diversifying practice offerings can open up new opportunities for physicians. For instance, adding new technologies or treatments to a practice can attract different types of patients, or even create new revenue streams.

Rachel explains how one of her colleagues transformed his practice by incorporating group coaching and video training, thus creating a seven-figure business. She says, “So you just don’t know what’s possible until you start to go down this path.” She also mentions the increasing popularity of concierge medicine and biohacking, suggesting that practices that incorporate these elements are very appealing to buyers.

Diversifying practice offerings can, therefore, not only bring in new patients and revenue streams but also increase the practice’s value in case of a potential buyout. This diversification, coupled with a strong online presence and marketing strategy, can significantly enhance a practice’s success and growth.

INSIGHTS

1. Top Marketing Mistakes in Medical Practices:

• • No or minimal online presence.
  • Piecemeal marketing efforts that lack strategy.
  • Failure to integrate branding and marketing to attract consistent patient flow.

2. Importance of Personal Branding:

• • Patients connect with people, not just brands.
  • Physicians should aim to be front and center in their practice’s branding to build trust.

3. Value of Long-term Marketing Efforts:

• • Marketing requires consistent and sustained efforts for long-term success.
  • Giving up too soon on marketing tactics can limit growth opportunities.

4. Social Media as a Tool for Growth:

• • Establishing a strong social media presence can serve as a professional resume.
  • Platforms like Instagram are especially impactful in aesthetics and other elective medical fields.

5. Leveraging Marketing Beyond Patient Acquisition:

• • Strong marketing can open doors to consulting, speaking engagements, and other income streams.
  • Social media can help practitioners position themselves as thought leaders in their field.

6. Building the Right Practice Brand:

• • Define the unique value proposition (UVP).
  • Align branding with patient needs and pain points.
  • Ensure clarity in the brand promise to attract the right patients.

7. Impact of Competition:

• • In highly competitive fields like aesthetics, a robust marketing strategy can be the differentiator.
  • Practices that rely solely on word-of-mouth risk slower growth.

8. Marketing for Practice Expansion and Equipment ROI:

• • Effective marketing helps maximize returns on expensive equipment or new services.
  • It attracts the ideal clientele and offsets financial liabilities.

9. Preparing for the Future:

• • Marketing enhances practice goodwill, making it attractive for mergers, acquisitions, or buyouts.
  • Long-term branding increases the overall valuation of a practice.

10. Encouraging Physicians to Market Themselves:

• • Physicians often hesitate due to lack of training or imposter syndrome.
  • Overcoming this discomfort can lead to greater visibility and career opportunities.

11. Marketing for Diverse Patient Needs:

• • Targeting specific patient demographics, such as cash-paying or concierge patients, can elevate practice income.
  • Highlighting niche offerings like biohacking, longevity, or advanced technologies can help attract unique patient groups.

12. Opportunities in B2B Marketing:

• • Physicians can also market themselves to other doctors or companies as key opinion leaders (KOLs).
  • A well-maintained online presence can lead to roles in medical faculty, consulting, or partnerships.

13. Practical Steps for New Practitioners:

• • Start by answering common patient questions through social media and video content.
  • Build a basic landing page or website linked to Google My Business for visibility.

14. Benefits of a Multi-Channel Approach:

• • Combining social media, email marketing, and a website creates a comprehensive strategy for patient engagement.
  • Email campaigns help maintain relationships with current and potential patients.

15. Adaptability in Practice Models:

• • Diversifying services and marketing approaches can rejuvenate a practice and open doors to new revenue streams.
  • Examples include transitioning into concierge medicine or incorporating biohacking and wellness services.

LINKS & BIOS:

• Guest, Kristy LaGourgue, is a marketing consultant and boutique agency owner of Agency MCS Marketing Creative Solutions and an online course for teaching practitioners how to show up online, called Building Your Beauty Brand. She specializes in helping BOTH growth oriented aesthetic clinics AND solo practitioners how to effectively market themselves as the go-to experts in their field. She is known as the secret weapon and helped launch new clinics and positions the practitioners behind the brands as the thought leaders in their industry.
   
• Guest, Rachel Varga, is a Double Board Certified Aesthetic Nurse Specialist since 2011, and has worked with thousands of patients in a clinic setting, performed thousands of rejuvenation procedures and hosted over 400 interviews with leaders in health, technology and wellness optimization. She has built an online following and an online business called the School of Radiance, teaching people how to do the right things at home, merging aesthetics, wellness and biohacking.
   
• Host, David B. Mandell | Bio