July 12, 2022 • 24 mins
Today we’re speaking with Dr. Robert J. Moore, owner of Moore Foot & Ankle Specialists in Houston Texas. Dr. Moore spoke with us at length about what he sees are the keys to using digital marketing to grow a medical practice – what has worked for him and what he’s seen in the online medical community, including:
● How to find quality leads and reach the right audience
● Lead generation strategies
● Streamlining your marketing workflow and having everything under one roof
● The value of Google reviews and how to get clients to leave them
● What makes an effective medical website and how he utilizes landing pages
● How getting specific on his niche specialty helped him with his marketing
● The effects of Covid and telemedicine on his practice
● Incorporating SEO, pay per click, social media, and more.
Here at Hibu, we’re dedicated to helping small businesses across America succeed and grow. If you liked what you heard in this episode, make sure you subscribe and leave a review! As we discussed, sharing great reviews is key to succeeding online – even for a podcast.
Small Business Small Talk powered by Hibu gives you the insider expertise your local business needs to compete online. Small Business Small Talk brings you informative conversations with digital marketing experts who specialize in online marketing for small and medium-sized businesses.
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https://mfaspecialists.com/
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Ian Messinger (00:01):
Hi, I'm Ian Messinger with my co host,
Lauren Blackford.
Thanks forjoining us for this special
Lauren Blackford (00:05):
Hey there.
episode of Small Business SmallTalk powered by Hibu. And Hibu,
we're dedicated to helping localbusinesses across America
succeed and grow. And one of theways we do that is by sharing
firsthand accounts of how actualbusinesses use digital marketing
to be profitable. Even inchallenging times. Today, we've
invited Dr. Robert Moore, ownerof Moore Foot and Ankle
(00:28):
Specialists in Houston, Texas,to speak with us about how
digital marketing has worked forhis practice. Hi, Dr. Moore,
thank you for joining us onSmall Business Small Talk.
Dr. Moore (00:38):
Thanks for having me, Ian – and you too. Lauren. This
is one of my passions. And it'spart of any business nowadays.
Ian Messinger (00:45):
Yeah, you know, I actually wanted to, to kind of
get things started with in ourprep call, you had referenced
the fact that I just thoughtthis was, you know, spot on for
us that you really enjoy thelead gen aspect of your
practice, which is, you know,it's not something that every
every physician can say a lot ofthem you know, don't have the
(01:06):
don't have the time don't havethe patience, frankly, don't
don't have the interest. Youknow, I can't imagine there were
a lot of marketing componentsto, to getting your degree. So I
think that's a good place tostart, you know, you're you're
very well versed and hands onwith, with marketing, and where
do you kind of find the joy inthat.
Dr. Moore (01:28):
I would say, it's the lead quality. Ironically, I have
a lot of referrals fromrheumatologists things of that
nature, cardiologists, peoplehave extremity issues. And
you're not sure if the patientis there's a plethora of
problems, I'm going to listthere on the right insurance,
not waste every time on a phone.
It wasn't someone who actuallycould come to the office,
(01:52):
because they're really more of ahospital patients. So there's
many reasons that, for lack ofbetter words, waste a lot of
time at the office, when theycould be on the phone or doing
something else. And thenironically, I'll get a patient
who comes down and sits in mychair and says, "Yeah, I heard
about you from my neighbor. ButI really didn't know much about
(02:15):
you. I jumped on, your reviewsare great patients seem to like
you." And they went down thelist -- we love your website
seems like it's easy tonavigate. So the whole
experience besides going off onanother tangent on telemedicine,
for obvious reasons, is made thecomputer the all in the
(02:37):
everything for patients. Andthen of course, someone who's
really looked down deep on a guylike me, who sub specializes.
Things like cosmetic footsurgery and ankle
reconstruction. Oh, that's theguy -- that's what I want. So
you can't blast that all overyour website, you have to do a
little research. So that qualityof patient also comes in more on
(02:59):
the digital marketing side.
Lauren Blackford (03:04):
That's sointeresting. So you're cutting
out all that middle work ofqualifying the patient, because
they're qualifying themselvesbefore they even, you know, pick
up the phone and dial based onwhat you're putting forth and
your digital marketing.
Dr. Moore (03:18):
Yes, and it's not like we're selling, you know,
protein bars or things of thatnature -- these are real leads.
Decent ROI night, these arebodies, this is our business,
this is what we need to see inour clinic. So besides that,
there's that aspect of it too,which is nice, because of
(03:41):
course, traditional is fine. AndI do get quite a bit of patient
interactions. But even that,like I told you earlier, somehow
there's a digital touch, maybe50% of the time, just to see who
I am and check me out.
Ian Messinger (03:57):
And that's, you know, ultimately that's what it
really comes down to right isreaching the right patient not
just every patient or you know awide net, it's especially when
you're a specialist in yourfield, it's finding the right
people that are looking for whatyou do -- and yeah the insurance
angle is certainly certainlyimportant. So what, for you,
(04:17):
what's been kind of that rightmix? That sweet spot of, you
know, the the way you reach thatright client? Is it, you know,
your website only, is it a mixof website and... you tell us.
Dr. Moore (04:31):
Great question. It's a little everything. It's funny
because you know the website'svery important. SEO is king.
Once you get up to a certainlevel and your... especially
when you've been on on the gridfor a while like me, that's a
constant background ofawareness, even on a national
level. Once in a while, I'll geta lead from Istanbul or, or
(04:54):
Pakistan. It's, it's kind ofit's nice to know that the
people are actually looking forthings things, so you know
that's working. And then yourpay-per-click is important. That
adds a little bit more Mojo ontop of the SEO. We we did a
little bit, of course, thereviews are huge too. And a
(05:15):
couple of little things, Ididn't really realize that were
out there, like my businesspage. So for example, I have one
of these perks that a lot ofpeople don't, there's... I'm
older, I'm slowing down. Sowhat's my little niche, it's
same day appointments, I'mnot... my schedule is not
packed. So I put that on mybusiness page, and it just blew
(05:36):
up. You know, it was a neatlittle accident. And then social
media, that's great too, forawareness. It's... it kind of
makes them, again, go back tothe web, back to a search
engine, or to your website. Soit's definitely what we see at
the office – teamwork, makes thedream work. And there's no
(05:59):
exception in digital media.
Ian Messinger (06:01):
Springboarding off of that, you've managed to
really get all of thosedifferent channels under one
roof, rather than you know,working with one person to do
this and someone else to dothat. And then you dabble with a
third thing over here. Was thatkind of where you started? Was
everything under one roof? Ordid you eventually just pull
everything together?
Dr. Moore (06:18):
No. You know... it's essentially the wild west of
digital marketing. You had tokind of carve yourself out.
Being under one roof is reallycool. Because with these people,
they know each other, they worktogether, they have different
(06:44):
accounts. Usually companieshave, like yours, have a great,
I guess, breadth, if you will. Idon't think there's anything bad
that you guys will know a wholelot about some of the more
(07:04):
commercialized products andservices instead of oh, all we
do is healthcare. I think that'sgreat.
Lauren Blackford (07:15):
Yeah, I mean, when you work with with a
company like ours, or thecompany that you know, you're
working with, like you said,there's a huge breadth of
knowledge and the you know, howwe do it for you makes you able
to run your business rather thanrun your marketing. And, you
know, I think that's animportant aspect. I want to go
back and talk about reviews, youhad said, you know, somebody
(07:38):
looked at reviews for yourbusiness. I think that's an
interesting thing, especially inthe medical field today, how
we've gone from referrals andword of mouth to more
reviews-based businesses – howhas that changed the way that
you bring in new patients?
Dr. Moore (07:55):
This is gonna sound odd, because to be honest,
that's what I like aboutreviews, to be honest, is king
in the review, world. Being agood person and then capturing a
patient. I was told one time,you may want to give them a
little nudge. And in thebeginning, I thought, man, I
don't know, this is ourprofessional. That's, you know,
(08:18):
that's, that's not classy. Butironically, you'll talk to a
patient who saw your reviews.
And it doesn't matter what ageor where they're from, or, you
know, background, it seems likethe whole quality of what they
read is why they're there. Andthen if they have a good
experience, they'll go back andthey'll write one with a smile.
(08:38):
And every once in a while we'llcheck up with one. In fact, I
knew I didn't have any reviewsfor probably about a six month
period. And it wasn't becausepatients were unhappy. It's
just, it was just I guess wefell off the radar and patients
were overwhelmed. Oh, yeah,absolutely. Just remind me it's
a busy world. And therefore, youknow, it's Mrs. Smith. And she
(09:01):
says, "Oh, the staff was great.
You actually talk to me." Andthat goes a long way because
some of my other colleagues andhad called me for some reason –
"Oh, you're the you must be theweb guru because your YouTube
channel. How do I get these uglyreviews? Off?" I go. You don't!
(09:24):
I'm just honest. I mean, if Mrs.
Y is really angry that day andrants about her bill, just
answer and say, I'm sorry. It'san arduous system now with
deductibles and write offs. Butit's interesting how reviews
work and it's not hard. And Iwould I would encourage
physicians to get a few of those
Ian Messinger (09:45):
Well, I have to imagine whether it's a month.
quantifiable or not. That mustalso help with the same day
appointments. I mean, there mustbe folks that are in that, you
know, discovery learning phaseand they run across a review and
they go "wow, this guy soundsgreat." I'm gonna call them
right now.
Dr. Moore (09:59):
Yeah. This afternoon, I was just on Airbnb and there
were like, two on this one placeand, like 750. Yeah, it's
probably a nicer house. Sothere's that to your right. Yes,
a good point with it are youreyes dart down to the numbers,
(10:19):
and then you'll read a few. Andthen, of course, everything
starts piling on top, they'reclose. Or there's a niche there.
I think pay per click is reallycool for that. Meaning, if you
really want that out there to,besides your... using your
website. And I think you kind ofconnected to or at least put
(10:41):
quotes on there. If you want toisolate that I really want to do
real pretty cosmetic, ingrownnail or whatever, something odd
that nobody else does, you canpay per click that, and your
competitors don't do that,you'll get all the calls.
Ian Messinger (10:56):
Sure. Well, I'm glad you brought up paperclip,
because I wanted to go back tosomething you said previously
about how you know, there seemsto be kind of a little bit of a
lift, if you're doing you know,SEO and paid. And I always think
back to... gosh, it's got to begoing on 10 years old, there was
a study that... I think Mashableor someone did, where they
(11:18):
looked at some results. And atleast back then they found that
there was a lift, because folksmight see your pay per click ad
– which can be, to your point,ultra-specific and very
specialized, and rather thanclick on that ad, they may
search for your name, the nameof your practice, and then they
find you through your SEOefforts. And I think that's one
(11:39):
of the big benefits of workingwith a company that does
everything is you know, if youwere just in the Pay Per Click
space, or just in the SEO space,you might be quick to dismiss
that. No, no, no, no, no, no,don't just put all your money
here, put all your eggs in thisbasket. And I think it's whether
it's the quantifiable lift orjust that sense of I'm in more
(11:59):
places, I'm easier to find. Youreally get that when you you
work with a company that kind oftouches all of those things. And
can can say, yeah, there'sthere's a connection here,
there's an overlap, you want tobe doing both of these, and
that, by the way.
Dr. Moore (12:14):
You're correct. A mix of everything is always better.
Just because every time youtouch the web, or in the digital
world, you're, you're you'reputting something out there. I
can't say too much about socialmedia. I'm not on a lot. But I
(12:34):
know for my profession, maybeyou can expand on that, that it
does okay. I'm not sure why someof my friends love it. But I
think it's more like billboardsor brand awareness, or Mrs.
Smith hears about it from herneighbor, and says, Oh, I saw
(12:55):
that I was on Facebook the otherday. Again, I'm not sure how
that works. I know they havelead generation on there. But
for me, it's been generally, youknow, back through the website
and actually making anappointment. Something else
(13:16):
maybe the general public doesn'tknow it may or may not be good
for this interface, arethe...are the forms. So another
thing a company like you guysbring the table, it's a really
clean form. If it's not easy,it's not accessible, they're not
(13:37):
gonna fill it out. Totally usedto that. And then of course, you
can do links we have one whereyou you can scare people away
make an appointment like whoa, Idon't want to touch anything on
this. I don't want to touchanything because...I'm not...
(13:58):
"My God, I'll be sucked into theappointment vortex." So, if
you've got a good landing page,and your landing page has a lot
of information on it andcontent. I even have home
remedies online. They tend tostay on that page longer. They
(14:19):
and they won't get so scaredabout your "book now book now."
You know, we're not sellingCadillacs. I'm not going to just
stop marketing to my favoritephysician friends. But this is
different. I would like to be75% digital marketing. This
(14:39):
year. That's what I would liketo be because those patients are
the best.
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Lauren Blackford (15:15):
And we're back with Dr. Robert Moore talking
about digital marketing formedical professionals.
A lot of business owners makethe mistake of trying to hit the
broadside of the barn whenthey're doing any sort of
marketing. But what you've doneis get so hyper-specific. Now I
know that you are asub-specialist, but you... you
know the same day appointmentsand the things that are very
(15:38):
specific toward, are what seemto be giving you the most
success. Right? How did you getto that point of understanding
that you need to put it outthere what made you unique
rather than trying to hit thatbroadside of the barn?
Dr. Moore (15:51):
That was a good question, Lauren. It was kind of
accidental, I teach, so I wasputting out these teaching
videos. And when they were theywere going on getting popular
and some of the surgicalequipment representatives would
show their doctors. And I sayDr. Morris doing this. And then
for you know it that littleniche market where I was talking
(16:12):
about their cosmetic wristsurgery, I thought well, I maybe
I should build out a page forthat. And that was a suggestion
from the marketing team saying,hey, this is kind of what you're
good at, so, why don't we make alittle column for that that was
neat. And then the ankle stuffto kind of funneled into that.
But it started with the videosand it wound back into your
world where I better let themknow. And quit fighting this
(16:36):
keyword thing or, you know, mostof us are OCD. It's 463 page
document on Google AdWords andkeywords. Cuz, you know, Google
offers all that stuff. Oh, I cando this. So it has nothing to do
with that stuff has everythingto do with that patient saying,
(16:59):
I want this. And I'm gonna put afew keywords out there and I'm
gonna, I'm gonna see what I'mputting out according to my
brain, right? And every once ina while, it's the craziest
stuff. I'm sure you guys havestories to where you know,
someone's shopping for a swollenankle it gives out. And next
(17:20):
thing you know, you do someGoogle research would get
something else you guys arefantastic at. And it comes up
with you know, "catching ankle"in quotes. Catching ankle. I
don't know these things, youknow. And then all of sudden you
get like four leads that week.
And then it pops up and you guysget to zero in on that. So yeah,
(17:42):
that's a great question. Again,that niche marketing is great,
because we know what we like todo in the office, we know we're
good and well trained doing theoffice at, and also that type of
patient. For example, we loveheal spurs, it's another thing
that's... and it's worthmentioning, because someone
(18:05):
might grab something from this,that's in a different specialty.
You put everything out there,that's related, the Achilles
pains are walking on their tippytoes with their heels killing
them... they get arch pain, theyget all kinds of stuff. You feed
that to your team, like youguys... it's worth going into
all that detail, I think,because it makes you think about
where your business is, whatcomes in with that patient, what
(18:27):
services you offer. And then youcan target those things. And I
happen to like these patientstoo, because they're, they're
miserable. You're one quartershot, sorry, one cortisone shot
away from being like, you know,you're the best, you know, it's
and they're so happy. And that'swhat that's what our job is?
Ian Messinger (18:49):
Absolutely, absolutely. Why, you know,
Lauren mentioned the broadsideof the barn approach. And it
kind of aligns with what youwere saying about social that,
you know, for you, it reallyfunctions as more of a more of a
billboard. And I think that'sone of the challenges that a lot
of folks face when they try todo things themselves is maybe
they expect a channel that,whether it's their market,
(19:11):
whether it's their industry, itis going to function as a
billboard, but they're expectinglead-gen or vice versa. And I
think that's one of the valuesof having that kind of
diversified portfolio is thatyou then have the ability to
say, no, no, no, no -- such andsuch a channel is going to be
just brand awareness, and kindof getting your name out there.
(19:32):
And then we expect those peopleto Google a term, or Google your
name or go straight to yourwebsite. And again, you don't
you don't necessarily get thatwhen you're putting all your
eggs in one basket and saying,Well, I'm going to you know, I'm
going to try this myself and I'mjust going to do social media
and that should do the trick.
Right? I'm spending time on it.
I'm putting money towards itthat'll do it.
Dr. Moore (20:18):
Lauren was talking about the laser focus on what's
your good. It's also importantthat you guys, I'm just
imagining how you do it, but I'msure every company as big as
yours has a little Scrum and youknow, all the parts meet about
Dr. Moore's practice. What doyou think? Well, he did say, you
(20:39):
know, he's flattered... from theIstanbul, and then the lady who
drove in from Florida, and boy,that's gonna really drive
business. No, he didn't, youknow, put up in a hotel. It was
it was a nightmare. I mean, yes,we did a great job. And we were
we loved the shout out and thereview we got. And then I
(21:01):
thought to myself, hmm, see,there's 4 million people in
Houston, maybe I should focushere. So again, the team came
back and said, "Hey, let'slet's, let's pound local. Let's
pound local right now." Yeah.
And that was helpful, too.
Speaking of getting laser focus.
Ian Messinger (21:20):
Yeah, no, absolutely. Absolutely.
Dr. Moore (21:22):
You'd be amazed how many people don't want to drive
past 10 miles can see their,their surgeon.
Lauren Blackford (21:30):
That's usually the radius I put when I'm
searching for something.
Ian Messinger (21:33):
There you go.
Dr. Moore (21:34):
But yeah, and then..
but back to the niche that wasworth, kind of, I don't know how
you guys do it, but leaving theends loose. So I you know, I go
past the walls of Houston.
That's pretty cool, too. Becausethe niche markets are fun.
Because you do business fromthat, if not anything
telemedicine. That's reallyworking. Well, that business for
the old guys like me, becauseyou've seen a lot. What do you
(21:57):
think? And it's, it's been nice.
Seeing that seeing that come?
Especially during COVID? We wereshut down for a while.
Ian Messinger (22:05):
Yeah, absolutely.
My doctor is, gosh, I've beengoing to him for 30 odd years
now. And he's just starting toget into tele-med. I mean, he
was forced to because of COVID.
But you know, it can it can takea nudge sometimes to get people
to try something new, whetherit's telehealth or whether it's,
you know, marketing. And youknow what, actually now that I
now that I say that, it remindsme of another question I want to
(22:27):
ask you, which is... we talkedto a lot of different folks and
all sorts of differentindustries, one of the biggest
ones we serve is healthcareproviders. And a lot of what we
hear from people is just, Idon't have time to do marketing,
I don't have time to think aboutmarketing, I don't have time to
do the research to hire someoneto do my marketing. So as
someone who has been very bothhands on, and also really handed
(22:50):
that over to a group ofspecialists, what would you say
to other medical practitionerswho go ads just not I'll get
around to it,
Dr. Moore (23:00):
is we're in a weird business, that unless you are,
you know, tight as IBM, andyou've got all these different
people working for you, and aCEO, is operations are all over
the map, you can't control it.
This is just part of ourindustry. And we have a saying
revenue corrects everything. Andmost industries do say that,
(23:23):
too... ours in particular, butmost of the revenue for us, and
I know all my colleagues willagree with this is getting them
into the clinic. And then youknow, seeing them processing
their first visit, making thatrelationship. Of course, new
patients are the lifeblood ofany practice, and a growing
(23:46):
practice for sure. And they'rehard. They're not the easiest.
And unless you... I don't eventhink the old conventional stuff
works well anymore. Like, like,mass postcards in someone's mail
slot, like you know, here I am.
And what's the wall somewhere?
Oh, I didn't know they're downthe street. But then again,
Lauren said, you know, they'regonna look at their phone, and
(24:09):
then Google Maps populates,they're going to do that first.
So I would say to them that it'sI think it's important because
not only do we not have thetime, but more time taken away
the more resources time andmoney put into marketing, the
more those chairs will getfilled, and then it will be a
moot point. The return oninvestment, the ROI, for digital
(24:31):
marketing is is ridiculouslygood. I use no weight... and you
can't... nobody can touch it. Soif you're not involved in it,
you're not really going to seethe numbers you could see for
any profession. I think, in thehealthcare world. So that to me
is what I like to talk about themost besides like we talked
(24:53):
about earlier in my type ofpatient, the quality, speed, but
I would I would say... I don'tthink my rooms would be full
without it.
Ian Messinger (25:05):
Well, Dr. Moore, thank you for joining us today,
sharing what you've experiencedand helping us in our goal to
help medical professionals likeyou across the country, and to
everyone listening if you needhelp with digital marketing, for
your medical practice, or anyother local business. If you
need a digital marketing partnerwho can deliver the kind of
effective digital marketing wetalked about today, help you
(25:27):
with visibility on Google, withreviews and more, be sure to
visit us @hibu.com. If you likedwhat you heard on this episode,
please subscribe. Leave us areview. It all helps. Once
again, this is Small BusinessSmall Talk... out.
Announcer (25:47):
Thanks for listening to this episode of Small
Business Small Talk powered byHibu Hibu is a leading provider
of synchronized digitalmarketing for small businesses
across America. With Hibu, youget all the digital marketing
your business needs, all from asingle provider, all working
together to maximize results.
Visit us today @hibu.com.
H-I-B-U. hibu.com.
Hi, I'm Ian Messinger with my co host,
Lauren Blackford.
Thanks forjoining us for this special
Lauren Blackford (00:05):
Hey there.
episode of Small Business SmallTalk powered by Hibu. And Hibu,
we're dedicated to helping localbusinesses across America
succeed and grow. And one of theways we do that is by sharing
firsthand accounts of how actualbusinesses use digital marketing
to be profitable. Even inchallenging times. Today, we've
invited Dr. Robert Moore, ownerof Moore Foot and Ankle
(00:28):
Specialists in Houston, Texas,to speak with us about how
digital marketing has worked forhis practice. Hi, Dr. Moore,
thank you for joining us onSmall Business Small Talk.
Dr. Moore (00:38):
Thanks for having me, Ian – and you too. Lauren. This
is one of my passions. And it'spart of any business nowadays.
Ian Messinger (00:45):
Yeah, you know, I actually wanted to, to kind of
get things started with in ourprep call, you had referenced
the fact that I just thoughtthis was, you know, spot on for
us that you really enjoy thelead gen aspect of your
practice, which is, you know,it's not something that every
every physician can say a lot ofthem you know, don't have the
(01:06):
don't have the time don't havethe patience, frankly, don't
don't have the interest. Youknow, I can't imagine there were
a lot of marketing componentsto, to getting your degree. So I
think that's a good place tostart, you know, you're you're
very well versed and hands onwith, with marketing, and where
do you kind of find the joy inthat.
Dr. Moore (01:28):
I would say, it's the lead quality. Ironically, I have
a lot of referrals fromrheumatologists things of that
nature, cardiologists, peoplehave extremity issues. And
you're not sure if the patientis there's a plethora of
problems, I'm going to listthere on the right insurance,
not waste every time on a phone.
It wasn't someone who actuallycould come to the office,
(01:52):
because they're really more of ahospital patients. So there's
many reasons that, for lack ofbetter words, waste a lot of
time at the office, when theycould be on the phone or doing
something else. And thenironically, I'll get a patient
who comes down and sits in mychair and says, "Yeah, I heard
about you from my neighbor. ButI really didn't know much about
(02:15):
you. I jumped on, your reviewsare great patients seem to like
you." And they went down thelist -- we love your website
seems like it's easy tonavigate. So the whole
experience besides going off onanother tangent on telemedicine,
for obvious reasons, is made thecomputer the all in the
(02:37):
everything for patients. Andthen of course, someone who's
really looked down deep on a guylike me, who sub specializes.
Things like cosmetic footsurgery and ankle
reconstruction. Oh, that's theguy -- that's what I want. So
you can't blast that all overyour website, you have to do a
little research. So that qualityof patient also comes in more on
(02:59):
the digital marketing side.
Lauren Blackford (03:04):
That's sointeresting. So you're cutting
out all that middle work ofqualifying the patient, because
they're qualifying themselvesbefore they even, you know, pick
up the phone and dial based onwhat you're putting forth and
your digital marketing.
Dr. Moore (03:18):
Yes, and it's not like we're selling, you know,
protein bars or things of thatnature -- these are real leads.
Decent ROI night, these arebodies, this is our business,
this is what we need to see inour clinic. So besides that,
there's that aspect of it too,which is nice, because of
(03:41):
course, traditional is fine. AndI do get quite a bit of patient
interactions. But even that,like I told you earlier, somehow
there's a digital touch, maybe50% of the time, just to see who
I am and check me out.
Ian Messinger (03:57):
And that's, you know, ultimately that's what it
really comes down to right isreaching the right patient not
just every patient or you know awide net, it's especially when
you're a specialist in yourfield, it's finding the right
people that are looking for whatyou do -- and yeah the insurance
angle is certainly certainlyimportant. So what, for you,
(04:17):
what's been kind of that rightmix? That sweet spot of, you
know, the the way you reach thatright client? Is it, you know,
your website only, is it a mixof website and... you tell us.
Dr. Moore (04:31):
Great question. It's a little everything. It's funny
because you know the website'svery important. SEO is king.
Once you get up to a certainlevel and your... especially
when you've been on on the gridfor a while like me, that's a
constant background ofawareness, even on a national
level. Once in a while, I'll geta lead from Istanbul or, or
(04:54):
Pakistan. It's, it's kind ofit's nice to know that the
people are actually looking forthings things, so you know
that's working. And then yourpay-per-click is important. That
adds a little bit more Mojo ontop of the SEO. We we did a
little bit, of course, thereviews are huge too. And a
(05:15):
couple of little things, Ididn't really realize that were
out there, like my businesspage. So for example, I have one
of these perks that a lot ofpeople don't, there's... I'm
older, I'm slowing down. Sowhat's my little niche, it's
same day appointments, I'mnot... my schedule is not
packed. So I put that on mybusiness page, and it just blew
(05:36):
up. You know, it was a neatlittle accident. And then social
media, that's great too, forawareness. It's... it kind of
makes them, again, go back tothe web, back to a search
engine, or to your website. Soit's definitely what we see at
the office – teamwork, makes thedream work. And there's no
(05:59):
exception in digital media.
Ian Messinger (06:01):
Springboarding off of that, you've managed to
really get all of thosedifferent channels under one
roof, rather than you know,working with one person to do
this and someone else to dothat. And then you dabble with a
third thing over here. Was thatkind of where you started? Was
everything under one roof? Ordid you eventually just pull
everything together?
Dr. Moore (06:18):
No. You know... it's essentially the wild west of
digital marketing. You had tokind of carve yourself out.
Being under one roof is reallycool. Because with these people,
they know each other, they worktogether, they have different
(06:44):
accounts. Usually companieshave, like yours, have a great,
I guess, breadth, if you will. Idon't think there's anything bad
that you guys will know a wholelot about some of the more
(07:04):
commercialized products andservices instead of oh, all we
do is healthcare. I think that'sgreat.
Lauren Blackford (07:15):
Yeah, I mean, when you work with with a
company like ours, or thecompany that you know, you're
working with, like you said,there's a huge breadth of
knowledge and the you know, howwe do it for you makes you able
to run your business rather thanrun your marketing. And, you
know, I think that's animportant aspect. I want to go
back and talk about reviews, youhad said, you know, somebody
(07:38):
looked at reviews for yourbusiness. I think that's an
interesting thing, especially inthe medical field today, how
we've gone from referrals andword of mouth to more
reviews-based businesses – howhas that changed the way that
you bring in new patients?
Dr. Moore (07:55):
This is gonna sound odd, because to be honest,
that's what I like aboutreviews, to be honest, is king
in the review, world. Being agood person and then capturing a
patient. I was told one time,you may want to give them a
little nudge. And in thebeginning, I thought, man, I
don't know, this is ourprofessional. That's, you know,
(08:18):
that's, that's not classy. Butironically, you'll talk to a
patient who saw your reviews.
And it doesn't matter what ageor where they're from, or, you
know, background, it seems likethe whole quality of what they
read is why they're there. Andthen if they have a good
experience, they'll go back andthey'll write one with a smile.
(08:38):
And every once in a while we'llcheck up with one. In fact, I
knew I didn't have any reviewsfor probably about a six month
period. And it wasn't becausepatients were unhappy. It's
just, it was just I guess wefell off the radar and patients
were overwhelmed. Oh, yeah,absolutely. Just remind me it's
a busy world. And therefore, youknow, it's Mrs. Smith. And she
(09:01):
says, "Oh, the staff was great.
You actually talk to me." Andthat goes a long way because
some of my other colleagues andhad called me for some reason –
"Oh, you're the you must be theweb guru because your YouTube
channel. How do I get these uglyreviews? Off?" I go. You don't!
(09:24):
I'm just honest. I mean, if Mrs.
Y is really angry that day andrants about her bill, just
answer and say, I'm sorry. It'san arduous system now with
deductibles and write offs. Butit's interesting how reviews
work and it's not hard. And Iwould I would encourage
physicians to get a few of those
Ian Messinger (09:45):
Well, I have to imagine whether it's a month.
quantifiable or not. That mustalso help with the same day
appointments. I mean, there mustbe folks that are in that, you
know, discovery learning phaseand they run across a review and
they go "wow, this guy soundsgreat." I'm gonna call them
right now.
Dr. Moore (09:59):
Yeah. This afternoon, I was just on Airbnb and there
were like, two on this one placeand, like 750. Yeah, it's
probably a nicer house. Sothere's that to your right. Yes,
a good point with it are youreyes dart down to the numbers,
(10:19):
and then you'll read a few. Andthen, of course, everything
starts piling on top, they'reclose. Or there's a niche there.
I think pay per click is reallycool for that. Meaning, if you
really want that out there to,besides your... using your
website. And I think you kind ofconnected to or at least put
(10:41):
quotes on there. If you want toisolate that I really want to do
real pretty cosmetic, ingrownnail or whatever, something odd
that nobody else does, you canpay per click that, and your
competitors don't do that,you'll get all the calls.
Ian Messinger (10:56):
Sure. Well, I'm glad you brought up paperclip,
because I wanted to go back tosomething you said previously
about how you know, there seemsto be kind of a little bit of a
lift, if you're doing you know,SEO and paid. And I always think
back to... gosh, it's got to begoing on 10 years old, there was
a study that... I think Mashableor someone did, where they
(11:18):
looked at some results. And atleast back then they found that
there was a lift, because folksmight see your pay per click ad
– which can be, to your point,ultra-specific and very
specialized, and rather thanclick on that ad, they may
search for your name, the nameof your practice, and then they
find you through your SEOefforts. And I think that's one
(11:39):
of the big benefits of workingwith a company that does
everything is you know, if youwere just in the Pay Per Click
space, or just in the SEO space,you might be quick to dismiss
that. No, no, no, no, no, no,don't just put all your money
here, put all your eggs in thisbasket. And I think it's whether
it's the quantifiable lift orjust that sense of I'm in more
(11:59):
places, I'm easier to find. Youreally get that when you you
work with a company that kind oftouches all of those things. And
can can say, yeah, there'sthere's a connection here,
there's an overlap, you want tobe doing both of these, and
that, by the way.
Dr. Moore (12:14):
You're correct. A mix of everything is always better.
Just because every time youtouch the web, or in the digital
world, you're, you're you'reputting something out there. I
can't say too much about socialmedia. I'm not on a lot. But I
(12:34):
know for my profession, maybeyou can expand on that, that it
does okay. I'm not sure why someof my friends love it. But I
think it's more like billboardsor brand awareness, or Mrs.
Smith hears about it from herneighbor, and says, Oh, I saw
(12:55):
that I was on Facebook the otherday. Again, I'm not sure how
that works. I know they havelead generation on there. But
for me, it's been generally, youknow, back through the website
and actually making anappointment. Something else
(13:16):
maybe the general public doesn'tknow it may or may not be good
for this interface, arethe...are the forms. So another
thing a company like you guysbring the table, it's a really
clean form. If it's not easy,it's not accessible, they're not
(13:37):
gonna fill it out. Totally usedto that. And then of course, you
can do links we have one whereyou you can scare people away
make an appointment like whoa, Idon't want to touch anything on
this. I don't want to touchanything because...I'm not...
(13:58):
"My God, I'll be sucked into theappointment vortex." So, if
you've got a good landing page,and your landing page has a lot
of information on it andcontent. I even have home
remedies online. They tend tostay on that page longer. They
(14:19):
and they won't get so scaredabout your "book now book now."
You know, we're not sellingCadillacs. I'm not going to just
stop marketing to my favoritephysician friends. But this is
different. I would like to be75% digital marketing. This
(14:39):
year. That's what I would liketo be because those patients are
the best.
Announcer (14:51):
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synchronized Digital Marketingfor small businesses –
delivering more visibility, morevisitors, more leads and more
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Lauren Blackford (15:15):
And we're back with Dr. Robert Moore talking
about digital marketing formedical professionals.
A lot of business owners makethe mistake of trying to hit the
broadside of the barn whenthey're doing any sort of
marketing. But what you've doneis get so hyper-specific. Now I
know that you are asub-specialist, but you... you
know the same day appointmentsand the things that are very
(15:38):
specific toward, are what seemto be giving you the most
success. Right? How did you getto that point of understanding
that you need to put it outthere what made you unique
rather than trying to hit thatbroadside of the barn?
Dr. Moore (15:51):
That was a good question, Lauren. It was kind of
accidental, I teach, so I wasputting out these teaching
videos. And when they were theywere going on getting popular
and some of the surgicalequipment representatives would
show their doctors. And I sayDr. Morris doing this. And then
for you know it that littleniche market where I was talking
(16:12):
about their cosmetic wristsurgery, I thought well, I maybe
I should build out a page forthat. And that was a suggestion
from the marketing team saying,hey, this is kind of what you're
good at, so, why don't we make alittle column for that that was
neat. And then the ankle stuffto kind of funneled into that.
But it started with the videosand it wound back into your
world where I better let themknow. And quit fighting this
(16:36):
keyword thing or, you know, mostof us are OCD. It's 463 page
document on Google AdWords andkeywords. Cuz, you know, Google
offers all that stuff. Oh, I cando this. So it has nothing to do
with that stuff has everythingto do with that patient saying,
(16:59):
I want this. And I'm gonna put afew keywords out there and I'm
gonna, I'm gonna see what I'mputting out according to my
brain, right? And every once ina while, it's the craziest
stuff. I'm sure you guys havestories to where you know,
someone's shopping for a swollenankle it gives out. And next
(17:20):
thing you know, you do someGoogle research would get
something else you guys arefantastic at. And it comes up
with you know, "catching ankle"in quotes. Catching ankle. I
don't know these things, youknow. And then all of sudden you
get like four leads that week.
And then it pops up and you guysget to zero in on that. So yeah,
(17:42):
that's a great question. Again,that niche marketing is great,
because we know what we like todo in the office, we know we're
good and well trained doing theoffice at, and also that type of
patient. For example, we loveheal spurs, it's another thing
that's... and it's worthmentioning, because someone
(18:05):
might grab something from this,that's in a different specialty.
You put everything out there,that's related, the Achilles
pains are walking on their tippytoes with their heels killing
them... they get arch pain, theyget all kinds of stuff. You feed
that to your team, like youguys... it's worth going into
all that detail, I think,because it makes you think about
where your business is, whatcomes in with that patient, what
(18:27):
services you offer. And then youcan target those things. And I
happen to like these patientstoo, because they're, they're
miserable. You're one quartershot, sorry, one cortisone shot
away from being like, you know,you're the best, you know, it's
and they're so happy. And that'swhat that's what our job is?
Ian Messinger (18:49):
Absolutely, absolutely. Why, you know,
Lauren mentioned the broadsideof the barn approach. And it
kind of aligns with what youwere saying about social that,
you know, for you, it reallyfunctions as more of a more of a
billboard. And I think that'sone of the challenges that a lot
of folks face when they try todo things themselves is maybe
they expect a channel that,whether it's their market,
(19:11):
whether it's their industry, itis going to function as a
billboard, but they're expectinglead-gen or vice versa. And I
think that's one of the valuesof having that kind of
diversified portfolio is thatyou then have the ability to
say, no, no, no, no -- such andsuch a channel is going to be
just brand awareness, and kindof getting your name out there.
(19:32):
And then we expect those peopleto Google a term, or Google your
name or go straight to yourwebsite. And again, you don't
you don't necessarily get thatwhen you're putting all your
eggs in one basket and saying,Well, I'm going to you know, I'm
going to try this myself and I'mjust going to do social media
and that should do the trick.
Right? I'm spending time on it.
I'm putting money towards itthat'll do it.
Dr. Moore (20:18):
Lauren was talking about the laser focus on what's
your good. It's also importantthat you guys, I'm just
imagining how you do it, but I'msure every company as big as
yours has a little Scrum and youknow, all the parts meet about
Dr. Moore's practice. What doyou think? Well, he did say, you
(20:39):
know, he's flattered... from theIstanbul, and then the lady who
drove in from Florida, and boy,that's gonna really drive
business. No, he didn't, youknow, put up in a hotel. It was
it was a nightmare. I mean, yes,we did a great job. And we were
we loved the shout out and thereview we got. And then I
(21:01):
thought to myself, hmm, see,there's 4 million people in
Houston, maybe I should focushere. So again, the team came
back and said, "Hey, let'slet's, let's pound local. Let's
pound local right now." Yeah.
And that was helpful, too.
Speaking of getting laser focus.
Ian Messinger (21:20):
Yeah, no, absolutely. Absolutely.
Dr. Moore (21:22):
You'd be amazed how many people don't want to drive
past 10 miles can see their,their surgeon.
Lauren Blackford (21:30):
That's usually the radius I put when I'm
searching for something.
Ian Messinger (21:33):
There you go.
Dr. Moore (21:34):
But yeah, and then..
but back to the niche that wasworth, kind of, I don't know how
you guys do it, but leaving theends loose. So I you know, I go
past the walls of Houston.
That's pretty cool, too. Becausethe niche markets are fun.
Because you do business fromthat, if not anything
telemedicine. That's reallyworking. Well, that business for
the old guys like me, becauseyou've seen a lot. What do you
(21:57):
think? And it's, it's been nice.
Seeing that seeing that come?
Especially during COVID? We wereshut down for a while.
Ian Messinger (22:05):
Yeah, absolutely.
My doctor is, gosh, I've beengoing to him for 30 odd years
now. And he's just starting toget into tele-med. I mean, he
was forced to because of COVID.
But you know, it can it can takea nudge sometimes to get people
to try something new, whetherit's telehealth or whether it's,
you know, marketing. And youknow what, actually now that I
now that I say that, it remindsme of another question I want to
(22:27):
ask you, which is... we talkedto a lot of different folks and
all sorts of differentindustries, one of the biggest
ones we serve is healthcareproviders. And a lot of what we
hear from people is just, Idon't have time to do marketing,
I don't have time to think aboutmarketing, I don't have time to
do the research to hire someoneto do my marketing. So as
someone who has been very bothhands on, and also really handed
(22:50):
that over to a group ofspecialists, what would you say
to other medical practitionerswho go ads just not I'll get
around to it,
Dr. Moore (23:00):
is we're in a weird business, that unless you are,
you know, tight as IBM, andyou've got all these different
people working for you, and aCEO, is operations are all over
the map, you can't control it.
This is just part of ourindustry. And we have a saying
revenue corrects everything. Andmost industries do say that,
(23:23):
too... ours in particular, butmost of the revenue for us, and
I know all my colleagues willagree with this is getting them
into the clinic. And then youknow, seeing them processing
their first visit, making thatrelationship. Of course, new
patients are the lifeblood ofany practice, and a growing
(23:46):
practice for sure. And they'rehard. They're not the easiest.
And unless you... I don't eventhink the old conventional stuff
works well anymore. Like, like,mass postcards in someone's mail
slot, like you know, here I am.
And what's the wall somewhere?
Oh, I didn't know they're downthe street. But then again,
Lauren said, you know, they'regonna look at their phone, and
(24:09):
then Google Maps populates,they're going to do that first.
So I would say to them that it'sI think it's important because
not only do we not have thetime, but more time taken away
the more resources time andmoney put into marketing, the
more those chairs will getfilled, and then it will be a
moot point. The return oninvestment, the ROI, for digital
(24:31):
marketing is is ridiculouslygood. I use no weight... and you
can't... nobody can touch it. Soif you're not involved in it,
you're not really going to seethe numbers you could see for
any profession. I think, in thehealthcare world. So that to me
is what I like to talk about themost besides like we talked
(24:53):
about earlier in my type ofpatient, the quality, speed, but
I would I would say... I don'tthink my rooms would be full
without it.
Ian Messinger (25:05):
Well, Dr. Moore, thank you for joining us today,
sharing what you've experiencedand helping us in our goal to
help medical professionals likeyou across the country, and to
everyone listening if you needhelp with digital marketing, for
your medical practice, or anyother local business. If you
need a digital marketing partnerwho can deliver the kind of
effective digital marketing wetalked about today, help you
(25:27):
with visibility on Google, withreviews and more, be sure to
visit us @hibu.com. If you likedwhat you heard on this episode,
please subscribe. Leave us areview. It all helps. Once
again, this is Small BusinessSmall Talk... out.
Announcer (25:47):
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Business Small Talk powered byHibu Hibu is a leading provider
of synchronized digitalmarketing for small businesses
across America. With Hibu, youget all the digital marketing
your business needs, all from asingle provider, all working
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