Do you ever feel frustrated that you cannot get the attention of more health systems or medical practices?

Do you know deep down that you could make a big difference in people’s lives – if only you could get in front of the right person and explain what you offer?

Do you ever dream that everyone from hospital CEOs to medical practice office managers would remember you and reply to your emails right away?

Or maybe you’re tired of working full-time while trying to get lift-off in your business. You just want it to grow already.

But maybe something has been getting in the way for you.

Maybe you don’t know what to say in your emails. Or what you’re supposed to put on your website. You know it’s all supposed to come together in something you’ve heard called a “brand” but you can’t quite get it to gel.

Maybe you believe good marketing requires a big budget. Which you don’t have.

You know you could do it – if someone would just walk you through the process. If someone would just sit down with you and explain, step-by-step, what needs to be done and how to do it. Someone who could help you sound professional, not salesy. Someone who could help you convey just how important this all is to you – and why what you offer is so vital.

You’re not alone.

A lot of founders need a little guidance and encouragement – maybe even a little hand-holding – to get their business moving in the right direction.

The secret to marketing a healthcare business

Healthcare is a tough nut to crack – but I can explain to you exactly how it works.

I will show you how to think like a marketer. I will teach you how to connect with people so they want to become your customers.

Imagine … what it will feel like to know that your customers include some of the biggest health systems in the country.

Imagine …  what it will feel like to sit down with CEOs and CNOs and know exactly what to say.

Imagine … how it will feel to know you are helping the world in the way you dreamt you could when you first envisioned creating your company.

You just have to know how to build them.

Instead of aggressive sales techniques, you connect with people and help them.

That’s why I call it “connection marketing” – and it’s the same system I use for myself and my clients. 

Healthcare Marketing 101 gives you 8 self-paced classes that take you through every aspect of your marketing strategy.

Each video is quick – not even 30 minutes – so you never have to free up a large block of time. You will get detailed explanations of every concept, as well as videos of me walking you step-by-step through the worksheets. You will get to dive into every aspect of marketing we have been talking about, and you can hit rewind as often as you need. You will have access to all the course materials from the get-go so you can go through them whenever you like. You can work on them as you listen to each class or at the very end. Whatever works best for you.

You will get 39 of my favorite worksheets, templates, tracking sheets, articles, overviews, quick guides, tip sheets and calendars.

These are the tools I use with my own clients – and for my own business.

Class 1: What is Connection Marketing?

You’ll start with what you already know – your own experience as a consumer. You’ve purchased things before. You know what you liked and what turned you off.

More importantly, you’ve used the healthcare system. You know when you’ve gotten good care – and when you haven’t.

I will show you how to use that knowledge to build your marketing strategy.

You will learn why good communication is more important than fancy slogans – especially in healthcare.

And we’ll go over together how to use your authentic desire to improve healthcare and help people to get your foot in the door.

But first you need to know which door you’re knocking at … 

Class 2: Understanding Your Target Audience

Your target audience is made up of all the people who could potentially buy from you.

In order to get them to buy, you have to step inside their world. You need to understand what challenges they deal with and what makes them tick.

I will share the secret to writing words that are so compelling your target audience perks up their ears and takes notice.

But before I get to that, there’s something else you need to know …

In healthcare, you always have multiple customers. No single person makes a purchasing decision in a hospital. Even in a private medical practice with only one doctor, you will still need to make your case to the Office Manager.

That means you will need to crawl inside the head of each and every one of those customers. In marketing, we create something called a “buyer persona,” which is basically a summary of everything we know about the customer.

I will teach you how to create that for your customers.

You will also need to know how to tell them – in an easy, understandable way – exactly what it is you can do for them. That also has a fancy marketing name – “unique value proposition” – and I will give you my incredibly simple method for creating one.

I will walk you through all of this … because I know how scary it is to pay for a course when your business isn’t making money yet. So I will give you clear, easy-to-understand explanations of every topic, so you will really know how to build your own marketing strategy. 

Now remember that secret I mentioned about writing so your target audience pays attention?

Here it is …

You use the same words that they use.

You probably thought you needed to use fancy jargon and lots of buzzwords. But you don’t.

In fact, you shouldn’t.

And here’s why: the best marketing speaks to people using the words they use themselves.

Which is probably the way you speak to them naturally. I just help draw it out of you.

And that is just a piece of what I’ll be walking you through …

Now let me tell you the number one place you need to use those words … 

Class 3: Your Website

There are three things your website absolutely must do – and I’ll get to them in a moment …

But you also need to know the rules of the game. With websites, that means data privacy laws. There’s the GDPR, the CCPA and the CAN-SPAM Act. I’m no lawyer but I can give you the gist and get you pointed in the right direction.

And those three things your website absolutely needs to do? Here they are:

First, your website needs to give people information.

Second, it needs to help people find you.

And third, it has to motivate them to take action.

After all, you don’t want them looking at how pretty your website is and then clicking away, right?

You want them downloading and signing up and asking for demos and placing orders.

I will show you how to get them to do exactly that.

Which brings us to the most critical part …

Class 4: Building Your Lead Generation Funnel

The whole purpose of your website is to get people to enter something called your “lead generation funnel.”

That funnel is a pathway that professional marketers set up to entice people to read about you, download a white paper and – eventually – sign on the dotted line.

There are five stages on that journey, and I will show you how to handle different customers at different stages along that path.

Of course, that involves a bit of technology, but I’ll come back to that in a second …

Because sometimes you get someone all the way through your funnel – but they still don’t sign. It’s awful but it happens to the best of us.

So I will give you a great idea that you can use to get a second crack at them.

Now back to that marketing technology …

Your funnel is going to need forms (so people can sign up and download) and it’s going to need to send people the information they asked for (because you can’t stand at your desk around the clock and send it to them manually) and it’s going to need to follow up with them.

That’s important. Because it’s rarely the first interaction that gets someone to buy from you. You need multiple interactions in multiple places in order to get them to buy.

Which brings us to …

Class 5: Creating Your Multi-Channel Strategy

There are a lot of ways to market what you offer. You can use email, ads, speaking engagements, placed articles, videos, social media and more – the list goes on and on.

To be successful, you need to figure out which channels are going to work best for you.

That means understanding your own strengths and weaknesses, but also understanding what channels your customers like best.

Ideally, you are going to want to use a few different channels so that you can reinforce your message. For instance, you might write a blog post about the biggest problem your business alleviates and then share it on Twitter. Then you might also share it on your newsletter. And you might even turn it into an episode on your podcast (or someone else’s).

The odds are that you will be using social media, so I want to give you an important tip about that …

First, though, I want to warn you about the perils of purchased lists and ads. These are the mirages of the marketing world.

I don’t tell you this to be the harbinger of bad news. I just don’t want you wasting your money on things that are unlikely to be successful for you.

That’s why we build relationships – so you have something stronger at your disposal for growing your business. 

Which brings us back to social media and that tip I wanted to share with you.

When you use social media for your business, you have to keep your brand in mind. There are five steps to doing that:

• Choose a few themes. For instance, say you sell a medical device for use in the ICU. Your themes could be ICUs and nurse burnout.

From there, it’s easy:

• Give tips on those themes.
• Share articles on those themes.
• Comment on posts about those themes.
• Share videos related to those themes.

That’s the trick of it. Do that and you will get more and more followers – and they will be interested in what you offer.

Of course, you also need to verify you are really and truly increasing your followers.

Which brings us to …

Class 6: Measuring Your Results

The only way to know if your marketing is working is by looking at the numbers. But some numbers are more important than others.

That’s the difference between activity data and key performance indicators (KPIs).

Activity data is great for showing you what’s happening with every component of your campaign. For instance, email opens and clicks are examples of activity data. If your campaign includes an email, then these are useful numbers to know.

But KPIs help you see the bigger picture. They can show you whether your organization is growing and, if not, where people are losing interest.

Pipeline ratios are an easy KPI that measure where people are in your funnel. (Remember when we spoke about that? Funnels are how you move people through the journey from interest to purchase.)

For instance, your Lead to Customer Ratio will show you how many people express interest compared with how many actually buy.

That’s important information, so you will learn exactly what you need to measure, and how often.

Of course, first you need to attract enough attention that you actually have something to measure. Which brings us to …

Class 7: Thought Leadership

You know those founders and CEOs that are always invited to give keynotes?

That’s not by chance – they have carefully crafted a message and worked hard to let people know about it.

It’s called thought leadership – and you can do it, too.

There are two essential ingredients to successful thought leadership. But I’ll come back to that in a moment …

First, I want to tell you why thought leadership can be so helpful in growing your business.

It all comes back to those relationships. When you make a real connection with someone, they are more interested to hear what you have to say. They are more willing to talk with you – and they are more likely to buy from you.

Thought leadership gives you an opportunity to connect with people without any pressure to buy. You’re just talking from the heart about a topic that is important to them, too.

That’s why I say there are two things you absolutely need in order to be successful with thought leadership, and here they are:

Knowledge. And passion.

To be a great thought leader, you have to know what you’re talking about. But even more, you have to be passionate about it.

If you founded your company because you saw a way you could help people, then you already have that knowledge and that passion.

All you need to know is how to craft your message and get the word out.

That’s why I’ll teach you how to pick the right message. I will explain how conferences choose speakers and how you can land those coveted speaking opportunities. I will help you get inside the head of magazine and trade journal editors, and show you exactly how to pitch them.

That leaves only one final piece in your new marketing strategy …

Class 8: Healthcare Sales

Marketing and sales go hand-in-hand, so any marketing strategy worth its salt needs to include the sales process, too.

But selling to hospitals and medical practices is not the same as selling shoes.

There are committees. And budgets. And competing interests.

What you need is a champion. Someone to sing your praises to the right people so you can get your foot in the door.

And do you know where those champions typically come from?

From your thought leadership. And from all those channels you are using to spread the word.

I will reveal how champions can get you to the all-important decision-makers. I will explain how to work with a Value Analysis Committee or New Products Committee.

I will teach you how to respond to “cold” vs. “hot” leads – and how to turn them into customers.

You will even learn how to ensure your new customers know what to expect after they buy. And why great customer service is a huge part of getting your next sale.

8 Self-Paced Classes

• Class 1 – What is Connection Marketing?
• Class 2 – Understanding Your Target Audience
• Class 3 – Your Website
• Class 4 – Building Your Lead Generation Funnel
• Class 5 – Creating Your Multi-Channel Strategy
• Class 6 – Measuring Your Results
• Class 7 – Thought Leadership
• Class 8 – Healthcare Sales

Your business grows when you can market to health systems and medical practices the way professional marketers do.

This is the system I use with my clients – and they pay me tens of thousands of dollars to take care of it for them.

Healthcare Marketing 101 shows you how to do the exact same thing for your own business. For nowhere near that kind of money.

Even if you only have 15 minutes to spare. Even if you dread selling. And even if you worry you can’t do this on your own.

Because you can. You absolutely can.