Articles

[VIDEO] Making patients comfortable to come into the office during COVID-19

I’m keeping a close eye on what’s happening with Round 2 of COVID restrictions.

Separating fact from fiction is hard. Are cases really spiking? Are re-tested people being double-counted as new cases? Are “probable” cases being counted? Is this armageddon? Is this a farce?

We could spend all day looking into this stuff. But then we wouldn’t get any work done, would we?

Bottom line is, I can’t control it. So I choose to focus on the things I can control.

One of those being:

How can we do our best to make sure patients are comfortable coming into your office?

We’ve worked with our clients to create content around explaining the safety protocols that are in place in their offices:

Wearing masks/gloves
Stringent cleaning methods
Temperature checks for team members and patients
Remote check-in from the parking lot
Etc

This is important information to convey, but these types of content have a natural “sterile” feel to them. And that’s good, they need to.

But sterility on its own feels cold and robotic. For example, think about the masks and how they keep people from seeing your smiling face.

Are masks necessary? Sure. But they do limit the personal connection you are able to make with your patients and prospects. There’s just no way around that.

So that sterile feeling needs complimentary content to balance it out.

And no, I’m not saying you have to make a silly, dancing Tik Tok video. (Not that those are bad, and if you want to do that, feel free).

The balance needs to be personality, passion and optimism.

I had a conversation with a client about this earlier this week. We were talking about the best ways to make patients comfortable and welcome in the office.

My recommendation was to make a short, energetic, welcoming video from the doctor. This should be sent to patients before their appointments, and also posted publicly on social and your website.

In fact, I made a sample video, which you can find linked below.

(When you click the link, it will take you to a post. Scroll down the post to watch the video).

Now, this video isn’t perfect, and it shouldn’t be. That’s part of its appeal.

I encourage you to take 2 minutes to watch it, and note a few things:

1. I start with a mask and take it off for a reason – this gives a “behind the scenes” feel, and you can see my smiling face.

2. I reiterate the cautions we’re taking in the office – just another reminder to help patients understand and help them be compliant.

3. I try to be warm, welcoming and positive. Just because we’re taking these precautions doesn’t mean we need to be solemn and cold. We can have fun and be happy at the same time we’re being safe.

4. I include a comment about different people having different feelings about the Pandemic. Some of your patients think this could be the end of civilization. Some of them think it’s the biggest hoax ever perpetrated on mankind. Regardless of where someone falls, you want to create a sense of unity and work-together-ness as best you can.

This doesn’t have to be a fancy video. In fact, I argue that it shouldn’t be. It should feel a little bit raw.

Bonus: The less “polished” it is, the easier it is to shoot.

Sharing this kind of content reminds people of your humanity and your excitement to serve them.

And in our current world soaked in sterility, suspicion and despair, this type of content is a welcome contrast.

Take a look, and then make your own.

– Troy “Forever Optimistic” Cole

PS – I reiterate that this video is not – and should not be – perfect. If you’re aiming for perfect, it won’t get done. Aim for real. Just be your awesome self.

Be the person who loves your patients and wants to give them a sense of peace and hope. Because that’s why you’re in this line of work in the first place, right?

What Can You Control During Coronavirus?

The Coronavirus situation is changing day by day, sometimes hour by hour, and no doubt it’s causing a lot of unrest in uncertainty in your practice.

While there are many things out of your control right now, you do have a few things you can control:

Your response to what’s happening
The way you address and encourage your team
Your activities during this downturn to set yourself up for success once it’s over (or at least calmed down)

Specifically now is a great time to tackle any long-term projects or back burner tasks that you’ve been waiting to accomplish.

I wanted to share a few of the areas where we’re helping clients during the current situation.

Maybe this can give you some ideas for how to best use your time and prepare for the pending upswing once everything starts to return to normal.

Updated Social Ad Campaigns for Coronavirus

If you’ve read my previous emails, you’ve seen me talk about advertising opportunities right now.

I understand the desire to conserve budget, and I think you should.

But I wanted to tell you what I’m seeing on the social media ad side, from my clients who are still advertising there:

Ad costs are down 20-50% (depending on demographic we’re targeting)
Leads are still being generated (Most clients who are still advertising on social have seen little, if any, reduction in the number of leads coming through. Some have even slightly increased the number of leads generated)

We’re crafting new creatives around the fact that people have extra time on their hands, so “take our self-test” or “schedule a virtual consultation” and find out your options, now that you have some extra time.

If you can spare a few hundred bucks a week, social advertising (primarily on FB and Insta) is a good marketing buy right now. For less than the price of one TV commercial, you can get a week’s worth of solid coverage on social.

Conversion Rate Optimization on Your Website

I’m not a fan of website redesign projects.

Yes, they’re necessary from time to time. But they’re typically expensive, long-winded and generally a mammoth undertaking.

But there is a way you can quickly improve your website without redesigning the whole thing.

Look at your highest trafficked pages (the ones that get the most visitors), and make sure they are as user-friendly and as conversion-friendly as possible. This practice is commonly known as Conversion Rate Optimization (CRO).

Maybe it’s time to update the copy. Or add some buttons for your self-test. Or update the videos you feature. Or all of the above?

Online Reviews

It’s a great time to catch up on inviting patients to leave you reviews.

It helps with SEO, it helps with referrals, and surveys show 8 out of 10 people trust an online review as much as a personal recommendation from a friend or family member.

Coronavirus disaster or not, 5-star reviews are high leverage marketing assets.

Your patients are sitting at home without much to do. Keep sending your review requests and build your army 5-star reviews.

Web/Blog Content

If your blog is a wasteland, it’s a good time to get some posts out there.

They don’t necessarily have to be about Coronavirus – I recommend creating evergreen content like “5 Outdoor Activities Our Patients Love After LASIK” or “Answering The 4 Most Common Questions about Facelifts.”

Google likes seeing “new content” going up on your site, so this can help with SEO. It also gives you something to share on social media.

And if you go the evergreen route like I suggest, you can still use the blog posts in your marketing long after the Coronavirus situation is handled.

Virtual Staff Training

Staff development is one of those things that we know is important, but it gets put on the back burner because you’re so busy.

If you have extra time right now (and most practices do), it’s a good time to consider this.

Earlier this year, we started rolling out our virtual sales training program, based on the DISC profile of human behavior.

Obviously this type of online, virtual format is ideal in our current “social distancing” situation, and a great way to get teams trained up and ready for the resurgence of business (even if they are working from home).

Online courses are another good way to facilitate staff development, even remotely.

You’ll have to figure out how to budget for something like this. (What we’re doing in our program is a “Train Now, Pay Later” approach – deferring the actual payments until practices are up and running and creating revenue again. )

Prepping Future Campaigns

Might as well take some time to think through your marketing strategies and campaigns for the reminder of 2020.

I’m taking the approach that the worst will be behind us by the end of April, and things will start to upswing.

Maybe that sounds crazy to you. And maybe it is.

To be clear, I’m not *predicting* this. But I’d rather be ready and delay if necessary, than be unprepared and try to catch up.

That means we’re getting summertime graduation campaigns, teacher appreciation campaigns, military appreciation campaigns, new reading vision campaigns and summer cataract campaigns ready to roll.

In Conclusion

While you and your team have extra time on your hands, think about what you can do – what you can control – to set yourself up for success once everything is back in full swing.

That should give you plenty to chew on for the weekend. If you have questions, hit reply and let me know how I can help.

And if you find this useful, please pass it along to a colleague. We all need to work together to get through this.

[VIDEO] The “PSA Method” for Creating Simple Social Videos

As I write this essay, we’re 3 weeks into the Coronavirus quarantine in the United States.

It stinks, but we gotta get through it.

It’s time to get a little creative.

Which is why I’m talking about video today.

You probably already know video plays an important role in modern marketing.

In case you don’t (or if you do but don’t know why), here are a few key stats:

Mobile video consumption doubles every year.
Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text.
7 out of 10 customers would rather learn about a product or service by way of video.

And of course there are all kinds of stats to support video specifically on social media, including:

Over 1.9 billion people use YouTube (about 1/3 of the internet)
Social video gets shared 1200% more than text and images combined.
Facebook has over 8 billion video views per day.

Despite all that, practices don’t create enough video. I hear a few common reasons for this, maybe some of these sound like you:

I don’t have time.
I don’t have a good set-up to create great-looking video.
I don’t like being on camera.

I want to address each of these:

Time – You have it now.

If you aren’t doing surgery for the next few weeks, you have extra time. And doing video the way I recommend only takes a few minutes anyway. (more on that later)

Good set-up – You don’t need one.

Yes, there’s a time and place for polished, high production video. If you have those, awesome.

But those aren’t the kinds of videos I’m talking about today. People want to see your raw, real, in-the-moment comments.

(Especially in times like this, when it feels like the world is spinning off its axis. People want a leader, and they want a human connection.)

This looks better filmed on your iPhone or your laptop camera vs. a fancy studio set-up with perfect backdrop and incredible lighting.

Don’t like being on camera? – Neither do I. Neither do most people.

Which reinforces why video is so powerful.

I get it, you’re a doctor, not a TV host.

But if you can get on camera and just be mildly engaging, it lends you instant authority and credibility. Partly because you’re doing something most people are uncomfortable doing.

What I’m saying is, the bar is pretty low. And as an expert in your field, you’re more than equipped to get on video and do an adequate job.

Alright, now that we’ve addressed the reasons why most practices don’t do video…

It’s time for some new video content.

“What kind of videos should we do, Troy?”

So glad you asked.

You want to create what I call Simple Social Videos – bite-size pieces about one piece of one individual topic.

Here’s an example:

I work with a lot of LASIK surgeons, who might think, “Well, I could do a video about LASIK.”

But that’s big topic. So break it down.

How Much Millennials Save When They Have LASIK in their 20s
Can People with Astigmatism have LASIK? Here’s the Truth…
LASIK vs. Contacts – Which is *Actually* Safer?
Virtual Consultations – Get a LASIK Evaluation from Your Couch? (super-relevant at the moment if you aren’t seeing patients in your office)

You could even break each of those down into 2-3 more specific themes.

Whether you do vision correction, orthodontics, cosmetic dentistry or plastic surgery, the concept is the same.

You probably have 3-5 big categories of service you offer, right? But when you break that down into sub-topics, FAQs and patient stories, you can quickly create a list of 100 Simple Social video topics.

How long is bite-size?

As a rule of thumb, anywhere from 2 to 5 minutes. But they can (and should) be longer if necessary.

There’s a general assumption that people don’t have long attention spans, so they won’t watch longer videos. That’s absolutely not true.

People will binge-watch 10 hours of a Netflix series in one sitting.

If your message is focused and engaging, people will watch, regardless of length.

But if your message is all over the place, it doesn’t matter how short it is. People will tune out.

Once you have your topics, how do you formulate a simple video script?

This is where I normally get overwhelmed. Which leads to… not doing video.

I wanted a way to simplify the scripting process. I knew if I could overcome that hurdle, I’d be much more likely to take action.

After some experimenting, I ended up putting together a simple scripting flow that fits on an index card and takes 2 minutes to create. It’s working well for me, and I hope it’s useful for you too…

Rather than type it all out, I explain it in a VIDEO (surprise, surprise) on my Facebook page.

Click the link below to check out my “PSA Notecard Method” that lets you plan an entire video in just a couple of minutes…. so you can share your message in a clear, concise way without rambling.

Click here to check it out:

Hey look, I’m in the same boat as you. I don’t create enough video content, for largely the same reasons you don’t – time, setup and fear.

But those are garbage excuses. I know it and now you know it, too. This is the time for us to step up and do the thing.

Why is video so important right now?

Because your patients need to know you’re still around. Your practice is still alive and kicking. You’re just doing things a little different for the time being.

And yes, you can post your polished, lawyer-approved COVID-19 updates about wearing masks and sanitizing everything.

But once you’ve shared that a few times, people need more humanity. Personality. Hope. Even a little fun.

How do you do that? Get on video. And again, your setup doesn’t have to be anything crazy.

I explain the simple way to do it in this short video…

It’s Time to Claim (Cheap) Market Share

FYI in case you missed them, here are my previous 2 messages relating to Coronavirus:

Also, I keep reminding myself (and I’ll remind you too) that WE WILL BEAT THIS. The smartest minds in the world are working on this thing, we will beat it, and our country and economy will come back even stronger.

Stay positive and focused on what you can control.

Alright yesterday, I promised I would share notes on how you can get cheap market share on a reduced budget, without coming across like a scumbag just trying to peddle your wares amidst an international crisis.

“How do I get cheap Market Share?”

In the normal, everyday world (think: life 3 weeks ago), you’re competing for ad inventory against everyone under the sun – your local competitors, other local businesses, even big national and international companies.

But when something happens to disrupt the marketplace – a stock market crash, a global pandemic or *gasp* both – advertisers start pulling back.

Now, this makes logical sense. You want to conserve resources in times of uncertainty.

But at the same time, this creates an opportunity in the marketplace. When competition drops, so do market rates for ad space.

A recent report forecasts a decline of $3 billion (or more) in ad spending this year. That’s a big chunk of money. Media outlets don’t want to lose that money.

As the advertiser – the one with the money – you hold the power.

In this climate, media outlets are willing to wheel and deal just to keep advertisers around. Use that to your advantage.

Cut your rates. Request bonus inventory. Take advantage of cheap market share.

“Should I cut my marketing budget at all?”

I say yes. Tighten it up. Save some cash.

While I generally recommend being aggressive, I also understand the very real concerns around cashflow in a time like this.

So be smart with your money, but try your best to make decisions based on opportunity.

Your competitors (and many other businesses) are making decisions based in fear. They’ll pay the price when the economy bounces back and you are miles ahead of them.

“How do I do this and not look sleazy?”

You may be worried about looking out-of-touch with reality, or worse, like you’re trying to profit despite this global crisis we’re facing.

Even though you and I know this isn’t the case, neither of those is a good look.

But there are plenty of ways you can put out a message that builds brand awareness, and even generates leads, in a positive way.

A few ideas off the top of my head:

If you are doing virtual consults (which I recommend you try), promote those as a way to continue caring for patients in a way that helps them feel safe and comfortable. (see yesterday’s email as an example)
Do you do charity work? Share results from recent charitable activities, as a way to thank your patients for their participation, and as a way to celebrate something positive amidst all the melancholy that’s out there.
Do you have educational content/videos about your procedures? That’s a great, innocuous way to help build brand awareness, build your authority and educate prospective patients at the same time.
Use your social channels to help promote other local businesses – your favorite restaurants that are offering to-go orders, etc. This builds goodwill in the community while also keeping your name in front of prospective patients.

This is a truly heart-breaking time for many practices out there. But we’ll get through it. I am here to help you come up with creative ways to keep your ship moving in the right direction in the midst of the storm.

Your patients are depending on you. Your team is depending on you. And we’re going to get through this together.

Model This Coronavirus Response from a Local Custom Clothier

One particular Coronavirus response caught my eye, and I wanted to share it with you because it parallels a lot of what you do in your practice.

No doubt you’ve seen many COVID-19 messages from different businesses pop up in your inbox and social media feeds.

Most of them are fairly similar – here’s what we’re doing, here’s what you can do, let’s get through this.

And that’s fine. I even recommended you do something similar in the email I sent Friday.

It’s one thing to address Coronavirus and what you’re doing to keep patients safe.

It’s another to talk about ways to keep business moving, keep consultations flowing, and keep patients going on the surgery schedule.

“But Troy, how can you think about making money at a time like this?”

Easy, it’s my business to think about these things. I help clients get paid handsomely to help people solve critical problems in their lives. It’s literally what we do at LogiCole Consulting.

So we can freak out and freeze, stick our heads in the sand and hope by chance that everything turns out OK.

OR we can stay focused on our work, get creative, and figure out ways to help our clients continue to grow and thrive. In the midst of this turmoil and beyond.

This too shall pass, my friends. And I’m going to make sure my clients are set up for success when it does.

Alright, we’re off track. Back to the Coronavirus response that really caught my eye.

A buddy of mine does custom suits and runs Q Clothier in Fort Worth. Here’s the post they shared yesterday on social media:

In case that image doesn’t display for some reason, here’s what it says:

To Q Clothier | Rye 51 Friends,

As the US confronts a new reality, and our communities take steps to help slow the spread of COVID-19, Q Clothier | Rye 51 has decided to take part as well. All of our stores, except Atlanta, will remain open and continue to serve clients in a PRIVATE APPOINTMENT SETTING. Additionally, all of our Clothiers will be holding VIRTUAL APPOINTMENTS for clients who prefer to remain at home.

On behalf of the entire Q Clothier | Rye 51 team, we will continue to monitor the current situation as it unfolds, and we remain committed to keeping the highest standards of safety and sanitation.

I love this for a number of reasons:

1. They acknowledge that they will take part in helping slow the spread of COVID-19. How will they do this? Close up shop? Stop seeing clients? No! The exact opposite actually.

2. They showcase their “Private Appointment Setting.” This is a unique feature of their business that is particularly desirable right now, when we’re trying to limit exposure among even small groups of people.

3. They also highlight the option to do virtual appointments should people desire to go that route, another attractive option given the current state of the country.

—-

When I saw this, I initially thought, Good for these guys trying to continue taking care of their clients.

And then I realized you can make a very similar proposition to your prospects.

Here’s what I mean:

Your consultation setting is pretty much 1-on-1, right? The patient is either with a counselor, a tech, or a doctor. But it’s essentially a “Private Consultation Setting.”

Why not take the time to highlight this?

“But Troy, everyone assumes a doctor’s appointment is going to be private.”

Agree, but people aren’t consciously thinking this. It’s a given. Draw people’s attention to it as an actual feature with a big benefit.

—-

Re: the virtual appointments part – This is the direction everything is already going.

Online evals. Virtual reality. Telemedicine. People will start adopting – and then asking for and demanding – these technologies in the not-so-distant future.

Now is a fine time to jump on board and test this approach. It sets you apart from your competition in a big way. And it could give you an entire new funnel of new business even beyond COVID-19.

Your first thought may be about how complicated this would be to pull off.

But you don’t need to be super high-tech to do this.

You don’t need a bunch of special equipment, or an automated-integrated-online scheduler. (Great if you do, you just don’t need it for testing purposes).

Figure out some date and time windows you can facilitate virtual consults. Let prospects pick a date and time from those pre-determined options in a dropdown box on your web form. Then connect with them at that time via FaceTime app.

(This is the part where I remind you I’m not a HIPAA lawyer. I’ve read and also been told by people smarter than me that FaceTime can be used in this manner. If you think this is wrong, or if you disagree for some other reason, there are certainly other telemedicine communications tools you can use)

Get on FaceTime, go through some medical history questions, ask about their Rx, do some lifestyle questions. Enough to prequalify them for an in-person eval. Doesn’t have to be long, maybe 15 minutes?

If the video call / FaceTime thing is too complicated, just do a phone virtual consult. A 15-minute express consult, via phone.

That probably sounds similar to what you would do with a prospect on the phone anyway.

It is. But the positioning is the novel part. It’s the new, timely opportunity that people need right now.

—-

There are obviously a number of ways you can do a virtual consult. Here’s the bigger point:

Even in all the turmoil surrounding this virus (or any other disaster-ish issue that arises), you need to keep starting conversations and keep current conversations going.

Most of these conversations won’t manifest in a new surgery on your schedule today. But they are building you a runway, which you very much need right now.