April 14, 2025 • 18 mins
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Recessions, tariffs, trillions lost in the stock market… It seems like week by week, the uncertainty grows, leaving business owners paralyzed by fear.
But now’s not the time to sit back and wait. Your people need you to serve them. They need you to lead them through these unprecedented challenges. They need leadership! And make no mistake, I’m not asking you to sacrifice yourself. By stepping into the leadership role, you will recession-proof your business and thrive through the chaos. Why? Because people are looking for guides. They’re looking for someone who can answer their questions. They need someone who will relieve the problems they’re facing right now.
Today, I’m going to show you how to become the go-to expert in these worrying times by creating 3 distinctive types of content—and recession-proof your business along the way.
Tune in!
—
Key Takeaways:Â
- 00:00 From the pandemic to a recessionÂ
- 04:44 How to recession-proof your businessÂ
- 08:24 Content that answers urgent questionsÂ
- 10:25 Content that gives directionsÂ
- 11:56 What are the top mistakes people are making?Â
- 13:03 People are looking for leadershipÂ
- 14:33 My challenge for youÂ
- 16:21 OutroÂ
Additional Resources:
- Learn more about my 12-month program.
- Interested in 1-on-1 coaching? Apply here.
- Grab a copy of the "The EntreMD Method" book.
When you are ready to work with us, here are three ways:
- EntreMD Business School Accelerator - If you are looking to make a 180 turnaround in your business in 90 days, this is the program for you.
- EntreMD Business School Grow - This is our year-long program with a track record of producing physician entrepreneurs who are building 6, 7 and 7+ figure businesses. They do this while building their dream lives!
- EntreMD Business School Scale - This is our high-level mastermind for physicians who have crossed the seven figure milestone and want to build their businesses to be well oiled machines that can run without them.
To get on a call with my team to determine your next best step, go here ...
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Hear me.
People are Googling, people arechat GP team.
People are looking for what youdo.
People are looking for theanswers that you have in your
brain.
It's time to take it.
It's time to put it in contentform.
It's time to solve problems.
It's time to position yourselfas the expert.
It's time to lead.
Speaker 2 (00:18):
Hi docs, Welcome to the EntreMD podcast, where it's
all about helping amazingphysicians just like you embrace
entrepreneurship so you canhave the freedom to live life
and practice medicine on yourterms.
I'm your host, Dr Imna.
Speaker 1 (00:38):
The buzzwords that we hear now are recession tariffs,
trillions being lost in thestock market, you know, week by
week, and all of these thingsgoing on, and a lot of times,
what this does is it triggerspanic, it triggers fear, it
triggers anxiety and ultimatelygets people in a position where
they're paralyzed, they're notmoving, they've thrown away
(01:01):
their goals, so they're justwatching to see what will happen
.
They're waiting on all of thosethings, and I'm so glad you're
listening to this podcastepisode today, because I want to
challenge you to not do that.
Okay, I want to.
First of all, before we evenget into what I have for you
today, I want to remind you ofhow to respond when things are
(01:22):
chaotic the way they are now.
We had practice, right, we hadpractice in 2020.
We have seen some version ofthis before, and in 2020, I
remember, you know, nobodyreally knew what COVID was.
Nobody really knew it would getto pandemic proportions.
People had shut down theirpractices, like we'll just shut
down for two weeks and we'll getback to business as usual.
(01:43):
Nobody knew it would be yearsbefore.
I mean, we never got back tonormal.
But before we get to anysemblance of things being normal
, we've been here before.
Okay, now, when that happened.
I didn't have a crystal ball, soI did not know exactly what
needed to be done.
I did not know every step, butwhat I did know was that the
(02:04):
worst thing I could do would beto stop, to pause, to just sit
and watch and wait.
I knew that my response to itneeded to be full speed ahead.
I knew that my response to itneeded to be I'm going into the
eye of the storm, I'm notrunning away from it.
Right, I need to face it headon.
And if I face it head on, twothings will happen.
(02:26):
One is that I will thrivethrough it not just survive, but
I will thrive through it.
And two, on the other side ofit, I would be in the best
possible position I could be in.
And that's exactly whathappened.
And so 2020 hit.
You know, as far as my privatepractice went, we went all in on
engaging all the strategiesthat would be used in an online
(02:47):
business, with email marketing.
All of those things we broughtit into the practice.
Really leveraged telemedicine,and all of those things played
full speed ahead.
We did better in revenue in2020 than we did in 2019.
And we did better in 2021 thanwe did in 2020.
I knew it had to be full speedahead.
Now, the second thing, you know,the second business was
EntreeMD, and at that time, Ihad done a 12 week program, I
(03:11):
had done a nine month program,all of those things, and I knew
it was full speed ahead.
So the very first thing we didis I launched a program called
Thrive and it was just like ajumpstart.
Like, guys, whatever we do, wecan't hold back, we can't play
it safe, we can't watch and waitand see, because there's so
many businesses that are aboutto go out of business and
they'll never recover.
Right, and so did that and thenultimately got the nudge in
(03:34):
2020, same year, to go all in onthe EntreeMD business school.
And I said, yes, like theEntreeMD business school was
launched in 2020, in July 2020,like in the middle of the
pandemic, makes no sense.
But that's exactly what we did.
Okay.
Now, in that business andEntreeMD in 2020, we did double
(03:54):
what we did in 2019 and 2021, wehit our first million and we've
been growing ever since.
Right.
And so we've been here before,right, I've been here before, my
clients have been here before,we've been here before.
Okay.
And so, before we even get intowhat we have.
I want you to understand thatthis is a time to focus and this
(04:14):
is a time to advance.
Now, don't hear what I'm notsaying.
Now, what I'm not saying isdon't take care of yourself.
All these things.
I'm not saying do that.
You know, we don't talk aboutbuilding a business at the
expense of your faith, yourfamily or your physical health,
right?
We don't talk about building abusiness at the expense of your
faith, your family or yourphysical health, right?
We just don't subscribe to that.
So I'm not saying don't do that.
I'm not saying don't take careof your mind and all of those
things.
Please do that.
But this is a time to focus andadvance.
(04:36):
This is not a time to retreat.
This is not a time to watch andwait and see.
This is 1000%.
Not a time to be paralyzed.
Okay, all right.
So today, what I want to talkabout and you know probably
going to have a number ofepisodes on this, but what I
want us to talk about is really,how can I recession proof my
business using content?
(04:56):
Okay, how am I going to do that?
Because you're creating thecontent anyway.
And if you're not creatingcontent, I hope, after we're
done with this.
You're going to decide to startdoing that.
But how do I recession proof mybusiness?
How do I make myself morerelevant?
How do I make myself wherepeople are still coming to me In
a time when people are holdingback?
People are like let's watch andsee what happens over the next
(05:19):
few months.
We're not going to do that.
Okay, all right Now.
So the overarching principlehere is this you have to
understand this.
You're in a position whereyou're like what's going on with
the economy?
What does that mean for this?
What's going on with thetariffs?
What the recession look likewith all these layoffs?
What's going on?
Blah, blah, blah.
Guess who is having all thesequestions as well your clients,
your patients.
They have this as well.
Maybe you're experiencing somestress and all of that stuff.
Guess what they're experiencingas well Stress.
(05:40):
So, even though you may say, oh,people don't want to come
because they don't have as muchmoney and all these things,
please understand they have moreproblems, not less problems.
They have problems that yourbusiness solves.
They have questions on theirmind that they need answered now
, and so you have an opportunityto be even more relevant to
your clients and your patients.
(06:01):
Right, like you're listening tothis podcast episode, I'm not
just running my mouth.
I'm telling you things you canuse to solve the urgent problems
you're having in your businessright now.
Right, and that's the samething.
Like you can use your contentto do that.
So the overarching thing isdon't be fooled by all the noise
.
Your people need you to servethem.
Your people need you to leadthem right in the time of
(06:23):
unprecedented challenges.
Guess what people need?
They need leadership.
They need someone to say, okay,this is what is happening, this
is what is scary, but this iswhat we can do and this is what
life can look like on the otherside of the storm and all of
those things.
They are looking for leadersand they are looking for guides.
They are looking for people whoanswer their questions.
They are looking for people whowill relieve the challenges of
(06:44):
problems that they're havingright now, and I want to
challenge you to be that personfor your patients, be that
person for your clients, be theperson.
Okay.
So now, when you create contentand this is something I've
always talked about, it, but Italked about, but I want to lean
into it and even more when youcreate content, don't create
content as a chore.
Don't create content Like youknow.
(07:04):
You know Dr Una always talksabout building an HQ, you know.
So Una always talks aboutbuilding an HQ.
You know it's like, yes, I'lljust do this YouTube channel and
stuff like that.
No, your content is designed tobe an employee in your business
.
Your content can be somebodythat works 24-7, never takes a
day off, does not complain,doesn't take breaks, and you
know like, and never has anattitude.
(07:24):
Your content can be that, andso I want to show you today,
right, like, how to go from justcreating content that is a
chore, that you just check itoff like, oh, my goodness, thank
God, I did it, and all of thosethings to where is something
you're using strategically toserve your patients and serve
your clients at the highestlevel and, at the same time, is
positioning you as the leader inyour space, is positioning you
(07:45):
as the number one option to workwith, is positioning you as
someone who gets it and all ofthat, okay.
So what kind of content is this?
It is content that is relevant,okay, it's content that is
relevant.
It's content that isinterrupting the conversations
that your clients or yourpatients are already having in
their heads.
It's content that solvesproblems.
(08:06):
It's that kind of content.
So I'm going to give you threecategories, and when I speak of
this, I'm going to kind of speakfrom the standpoint of YouTube
or a podcast or a blog.
So we're talking long formcontent like what kind of things
do you need to talk about now?
If you want your content to bean employee that will recession
proof your business, okay.
So the first thing is, you wantto use your content to answer
(08:29):
the urgent questions that yourclients or your patients have
now, right now.
Okay, you want to answer that.
So I use myself as an example.
There are a lot of physicianswho are scared because of what
is happening with the market,what's happening with recession.
Business for many is morechallenging because they just
can't make as many sales or getas many new clients and all of
(08:49):
those things, and so the urgentquestions they have is like how
am I going to fill up myschedule?
How am I going to get thoseclients?
How is my business going tosurvive a recession?
Am I going to go out ofbusiness?
All of these things, these arequestions they have.
So guess what?
That is what is directing mycontent.
I'm not just creating to create.
I'm not just creating to beconsistent.
(09:10):
I'm creating to solve problems.
Okay, so now we have an episodelike how to recession proof
your business.
This is what my people areasking for.
Right?
When you look on the privatepractice site, I literally
started a brand new YouTubechannel called the private
practice channel.
Right, so you can check it out.
It's at the Private PracticeChannel and you can subscribe
and all of that.
And if you have people inprivate practice that you
(09:31):
actually love, share it withthem.
And what am I doing?
I'm listening.
What are the questions peopleare asking?
Oh, my goodness, people suck.
They're so stressed out and allthis stuff.
This person left us a one-starreview.
So I'm like, okay, how to get500 five-star reviews?
Oh, my goodness, this personleft and all these things.
How to hire top talents foryour private practice you know
we are not having people come inand all these things.
(09:51):
How to use events as a growthstrategy for your private
practice Like, I'm literallyanswering the questions that
they have.
I have many things I'minterested in, but I'm not here
to interest myself, I'm here tosolve problems.
So number one is you take thequestions your people are asking
(10:13):
and you flip them, and you flipthem and you turn that into the
title.
You answer the question.
That is content that they willtake, is content they will share
, is content that will make themknow this person gets it, this
person is staying abreast ofwhat is going on.
This is the person I need towork with.
It positions you as the onethat's number one.
Number two is content thatgives them direction for the
time that they're in.
Okay, the time that they're in.
So, for instance, you're apsychiatrist.
(10:34):
Well, stress is at an all timehigh.
Your people need direction.
Like how do I manage this?
You might be a primary caredoctor and you're like that
doesn't apply to me, but theirdiabetes, their hypertension,
all of this stuff, isn't itaffected by stress?
Them you know being soparalyzed that they're no longer
keeping their appointments andnot taking their medicine and
all that?
Is their health not beingaffected by that?
Like, what's the direction?
(10:55):
What's the direction that theyneed?
Right, from my own patients andmy own clients, right, they're
like oh, and Medicare cuts by Xamount.
Well, this is how you respondto that.
Did they cut it by 2.8?
Well, you can raise what youget by 5.6 and no harm, no foul,
like they need direction.
They need direction in this timethat we're in.
(11:17):
What do we do?
They need the direction forthat.
So you answer their questions,but you also give them direction
.
What did I do when I startedthis video?
I'm telling you the directioncannot be paralysis.
The direction cannot be let'swatch and wait and see.
The direction is focus andadvance right, focus and advance
.
So you want to give them whatto do.
You want to give them what todo.
(11:37):
You're a pediatrician.
Talk to the parents about whatto do with their kids in this
time, with this unprecedentedstress.
Talk to them about how they canmanage what they're doing while
dealing with being a mom andbeing somebody who's afraid of
being laid off and all of that.
Your people need yourleadership.
They need direction from you.
What do we do now?
Okay, the third thing is youwant to look at the top mistakes
(12:01):
that people are making in thistime and then you want to come
out and say these are themistakes people are making, but
not you.
Don't make these mistakes.
Don't make these mistakes.
I want you to think about itRight and if you think about it,
there are many mistakes thatyou know your people are making
and you see them and they comein with complications from the
mistakes and all of those things, right?
Or you've seen this before,like I've seen this before, and
(12:23):
I'm coming back and I'm likelisten, if you stop, if you
allow yourself to get paralyzed,this storm is not going
anywhere, right?
Like it's not, the rippleeffect of it won't go anywhere.
So what are the questionsthey're asking?
Answer it.
What is the direction they need?
Like From a leadershipstandpoint?
Like, okay, this is what ishappening.
This is where you need to go.
Tell them what are the topmistakes you see people making.
(12:43):
Tell them about the trends,your culture and finance and all
, of course, everybody wants toknow.
Do I liquidate all my stock?
Do I buy stock now?
Do I time the market or do Ijust spend time in the market?
All of those things.
These are hot topics.
Don't say I don't care aboutthem because you're not there to
serve yourself.
You're there to serve yourclients and they want to know,
they want to know.
So, so listen to me, right?
(13:05):
People are looking forleadership.
People are looking for answersto their questions.
People are looking for mistakesto avoid.
People are looking for peopleto follow.
People are looking for peoplewho will help them in this time,
and the people who do that,they're going to be the people
who will be positioned as numberone and they're going to be the
people who are going to havemassive growth.
Massive growth on the otherside of this, because they were
(13:27):
busy putting in the rep andmoving against resistance.
So once the resistance is moved, it's full speed ahead.
This is not the time to holdback.
Okay, so if you're like youknow I don't know about starting
podcasts or starting YouTube,or you know I used to do YouTube
.
I don't really do it anymore,or I don't, you know like I
don't want to use my time, hearme.
People are Googling, people arechat GP team.
(13:47):
People are looking for what youdo.
People are looking for theanswers that you have in your
brain.
It's time to take it.
It's time to put it in contentform.
It's time to solve problems.
It's time to position yourselfas the expert.
It is time to lead.
It is time to lead, and so whatthat means, is it going to be
work?
Yes, are you going to need towork on yourself so you can be
(14:09):
calm and peaceful in the midstof all this chaos and lead and
have, before thinking, all ofthat stuff.
It's going to cost you to dothat, okay, but the opportunity
that is available is you get toserve more people than you've
ever served.
You get to serve them in a morepowerful way than you ever
served them.
You get to position yourself asa leader.
I get to position yourself tobe full speed ahead when this
(14:32):
goes away.
Okay, so this is my challengefor you.
Okay, I want you to take thesethree areas, so the urgent
questions they have, thedirection they need now and the
top mistakes to avoid is threethings.
And if you create four topics,for each of them, that's 12
pieces of content and that'senough content for the next 90
days.
Right, like your YouTube oryour podcast or whatever, that's
(14:54):
enough for the 90 days.
I want you to develop that.
And when you do it, I want youto send me a private message on
Facebook Say Dr Una, I created,I've accepted the challenge to
lead, I've accepted thechallenge and I've created my 12
pieces of content, I've decidedon the titles and I am going to
lead my space.
You let me go.
I just want to cheer you on,okay, I just want to cheer you
on and say, oh my goodness,that's amazing.
Like, let's go right.
(15:15):
I've chosen to lead, I've takenthe challenge, I've chosen to
lead, so do that.
And then go create the content,go answer questions, go solve
problems, and when you do it,you become a magnet for the
people that you've been lookingfor to work for, because now
they're looking for you.
They're looking for you, okay,but this is the deal.
What I want from every singleone, what I want for every
(15:35):
single one of you, is that inthis, in the middle of all these
things going on, that you aregoing to thrive and because you
did the work and did the repsand put in the reps and build
the goodwill and did all ofthose things, when it gets to
the next season and things arecalmer, you will win in a way
that will blow your mindcompletely.
Blow your mind.
(15:55):
That is my dream for you.
But it all starts from takingownership, from deciding to lead
to deciding to serve yourpeople at the highest level.
They decide to keep putting inthe reps in when others are
pulling back.
It is deciding to not yield topanic and fear and worry and
anxiety and paralysis.
It is deciding to move forward,to focus and advance.
(16:19):
So go do that.
Okay, this podcast, if you'rewatching on YouTube, this
YouTube channel, is a gift foryou.
It's time to say okay, I amgoing to control what I listen
to, I'm going to control what Iwatch, right, it doesn't mean
I'll be ignorant of the news,but it means I'm going to feed
myself with what I need to keeppushing forward in spite of the
resistance, and I am going towin.
Okay, so I'm going to feedmyself with what I need to keep
pushing forward in spite of theresistance, and I am going to
(16:41):
win.
Okay, so I'm absolutely rootingfor you.
I cannot wait to celebrate allyour wins.
Take the challenge and let's goget this done.
Hear me.
People are Googling, people arechat GP team.
People are looking for what youdo.
People are looking for theanswers that you have in your
brain.
It's time to take it.
It's time to put it in contentform.
It's time to solve problems.
It's time to position yourselfas the expert.
It's time to lead.
Speaker 2 (00:18):
Hi docs, Welcome to the EntreMD podcast, where it's
all about helping amazingphysicians just like you embrace
entrepreneurship so you canhave the freedom to live life
and practice medicine on yourterms.
I'm your host, Dr Imna.
Speaker 1 (00:38):
The buzzwords that we hear now are recession tariffs,
trillions being lost in thestock market, you know, week by
week, and all of these thingsgoing on, and a lot of times,
what this does is it triggerspanic, it triggers fear, it
triggers anxiety and ultimatelygets people in a position where
they're paralyzed, they're notmoving, they've thrown away
(01:01):
their goals, so they're justwatching to see what will happen
.
They're waiting on all of thosethings, and I'm so glad you're
listening to this podcastepisode today, because I want to
challenge you to not do that.
Okay, I want to.
First of all, before we evenget into what I have for you
today, I want to remind you ofhow to respond when things are
(01:22):
chaotic the way they are now.
We had practice, right, we hadpractice in 2020.
We have seen some version ofthis before, and in 2020, I
remember, you know, nobodyreally knew what COVID was.
Nobody really knew it would getto pandemic proportions.
People had shut down theirpractices, like we'll just shut
down for two weeks and we'll getback to business as usual.
(01:43):
Nobody knew it would be yearsbefore.
I mean, we never got back tonormal.
But before we get to anysemblance of things being normal
, we've been here before.
Okay, now, when that happened.
I didn't have a crystal ball, soI did not know exactly what
needed to be done.
I did not know every step, butwhat I did know was that the
(02:04):
worst thing I could do would beto stop, to pause, to just sit
and watch and wait.
I knew that my response to itneeded to be full speed ahead.
I knew that my response to itneeded to be I'm going into the
eye of the storm, I'm notrunning away from it.
Right, I need to face it headon.
And if I face it head on, twothings will happen.
(02:26):
One is that I will thrivethrough it not just survive, but
I will thrive through it.
And two, on the other side ofit, I would be in the best
possible position I could be in.
And that's exactly whathappened.
And so 2020 hit.
You know, as far as my privatepractice went, we went all in on
engaging all the strategiesthat would be used in an online
(02:47):
business, with email marketing.
All of those things we broughtit into the practice.
Really leveraged telemedicine,and all of those things played
full speed ahead.
We did better in revenue in2020 than we did in 2019.
And we did better in 2021 thanwe did in 2020.
I knew it had to be full speedahead.
Now, the second thing, you know,the second business was
EntreeMD, and at that time, Ihad done a 12 week program, I
(03:11):
had done a nine month program,all of those things, and I knew
it was full speed ahead.
So the very first thing we didis I launched a program called
Thrive and it was just like ajumpstart.
Like, guys, whatever we do, wecan't hold back, we can't play
it safe, we can't watch and waitand see, because there's so
many businesses that are aboutto go out of business and
they'll never recover.
Right, and so did that and thenultimately got the nudge in
(03:34):
2020, same year, to go all in onthe EntreeMD business school.
And I said, yes, like theEntreeMD business school was
launched in 2020, in July 2020,like in the middle of the
pandemic, makes no sense.
But that's exactly what we did.
Okay.
Now, in that business andEntreeMD in 2020, we did double
(03:54):
what we did in 2019 and 2021, wehit our first million and we've
been growing ever since.
Right.
And so we've been here before,right, I've been here before, my
clients have been here before,we've been here before.
Okay.
And so, before we even get intowhat we have.
I want you to understand thatthis is a time to focus and this
(04:14):
is a time to advance.
Now, don't hear what I'm notsaying.
Now, what I'm not saying isdon't take care of yourself.
All these things.
I'm not saying do that.
You know, we don't talk aboutbuilding a business at the
expense of your faith, yourfamily or your physical health,
right?
We don't talk about building abusiness at the expense of your
faith, your family or yourphysical health, right?
We just don't subscribe to that.
So I'm not saying don't do that.
I'm not saying don't take careof your mind and all of those
things.
Please do that.
But this is a time to focus andadvance.
(04:36):
This is not a time to retreat.
This is not a time to watch andwait and see.
This is 1000%.
Not a time to be paralyzed.
Okay, all right.
So today, what I want to talkabout and you know probably
going to have a number ofepisodes on this, but what I
want us to talk about is really,how can I recession proof my
business using content?
(04:56):
Okay, how am I going to do that?
Because you're creating thecontent anyway.
And if you're not creatingcontent, I hope, after we're
done with this.
You're going to decide to startdoing that.
But how do I recession proof mybusiness?
How do I make myself morerelevant?
How do I make myself wherepeople are still coming to me In
a time when people are holdingback?
People are like let's watch andsee what happens over the next
(05:19):
few months.
We're not going to do that.
Okay, all right Now.
So the overarching principlehere is this you have to
understand this.
You're in a position whereyou're like what's going on with
the economy?
What does that mean for this?
What's going on with thetariffs?
What the recession look likewith all these layoffs?
What's going on?
Blah, blah, blah.
Guess who is having all thesequestions as well your clients,
your patients.
They have this as well.
Maybe you're experiencing somestress and all of that stuff.
Guess what they're experiencingas well Stress.
(05:40):
So, even though you may say, oh,people don't want to come
because they don't have as muchmoney and all these things,
please understand they have moreproblems, not less problems.
They have problems that yourbusiness solves.
They have questions on theirmind that they need answered now
, and so you have an opportunityto be even more relevant to
your clients and your patients.
(06:01):
Right, like you're listening tothis podcast episode, I'm not
just running my mouth.
I'm telling you things you canuse to solve the urgent problems
you're having in your businessright now.
Right, and that's the samething.
Like you can use your contentto do that.
So the overarching thing isdon't be fooled by all the noise
.
Your people need you to servethem.
Your people need you to leadthem right in the time of
(06:23):
unprecedented challenges.
Guess what people need?
They need leadership.
They need someone to say, okay,this is what is happening, this
is what is scary, but this iswhat we can do and this is what
life can look like on the otherside of the storm and all of
those things.
They are looking for leadersand they are looking for guides.
They are looking for people whoanswer their questions.
They are looking for people whowill relieve the challenges of
(06:44):
problems that they're havingright now, and I want to
challenge you to be that personfor your patients, be that
person for your clients, be theperson.
Okay.
So now, when you create contentand this is something I've
always talked about, it, but Italked about, but I want to lean
into it and even more when youcreate content, don't create
content as a chore.
Don't create content Like youknow.
(07:04):
You know Dr Una always talksabout building an HQ, you know.
So Una always talks aboutbuilding an HQ.
You know it's like, yes, I'lljust do this YouTube channel and
stuff like that.
No, your content is designed tobe an employee in your business
.
Your content can be somebodythat works 24-7, never takes a
day off, does not complain,doesn't take breaks, and you
know like, and never has anattitude.
(07:24):
Your content can be that, andso I want to show you today,
right, like, how to go from justcreating content that is a
chore, that you just check itoff like, oh, my goodness, thank
God, I did it, and all of thosethings to where is something
you're using strategically toserve your patients and serve
your clients at the highestlevel and, at the same time, is
positioning you as the leader inyour space, is positioning you
(07:45):
as the number one option to workwith, is positioning you as
someone who gets it and all ofthat, okay.
So what kind of content is this?
It is content that is relevant,okay, it's content that is
relevant.
It's content that isinterrupting the conversations
that your clients or yourpatients are already having in
their heads.
It's content that solvesproblems.
(08:06):
It's that kind of content.
So I'm going to give you threecategories, and when I speak of
this, I'm going to kind of speakfrom the standpoint of YouTube
or a podcast or a blog.
So we're talking long formcontent like what kind of things
do you need to talk about now?
If you want your content to bean employee that will recession
proof your business, okay.
So the first thing is, you wantto use your content to answer
(08:29):
the urgent questions that yourclients or your patients have
now, right now.
Okay, you want to answer that.
So I use myself as an example.
There are a lot of physicianswho are scared because of what
is happening with the market,what's happening with recession.
Business for many is morechallenging because they just
can't make as many sales or getas many new clients and all of
(08:49):
those things, and so the urgentquestions they have is like how
am I going to fill up myschedule?
How am I going to get thoseclients?
How is my business going tosurvive a recession?
Am I going to go out ofbusiness?
All of these things, these arequestions they have.
So guess what?
That is what is directing mycontent.
I'm not just creating to create.
I'm not just creating to beconsistent.
(09:10):
I'm creating to solve problems.
Okay, so now we have an episodelike how to recession proof
your business.
This is what my people areasking for.
Right?
When you look on the privatepractice site, I literally
started a brand new YouTubechannel called the private
practice channel.
Right, so you can check it out.
It's at the Private PracticeChannel and you can subscribe
and all of that.
And if you have people inprivate practice that you
(09:31):
actually love, share it withthem.
And what am I doing?
I'm listening.
What are the questions peopleare asking?
Oh, my goodness, people suck.
They're so stressed out and allthis stuff.
This person left us a one-starreview.
So I'm like, okay, how to get500 five-star reviews?
Oh, my goodness, this personleft and all these things.
How to hire top talents foryour private practice you know
we are not having people come inand all these things.
(09:51):
How to use events as a growthstrategy for your private
practice Like, I'm literallyanswering the questions that
they have.
I have many things I'minterested in, but I'm not here
to interest myself, I'm here tosolve problems.
So number one is you take thequestions your people are asking
(10:13):
and you flip them, and you flipthem and you turn that into the
title.
You answer the question.
That is content that they willtake, is content they will share
, is content that will make themknow this person gets it, this
person is staying abreast ofwhat is going on.
This is the person I need towork with.
It positions you as the onethat's number one.
Number two is content thatgives them direction for the
time that they're in.
Okay, the time that they're in.
So, for instance, you're apsychiatrist.
(10:34):
Well, stress is at an all timehigh.
Your people need direction.
Like how do I manage this?
You might be a primary caredoctor and you're like that
doesn't apply to me, but theirdiabetes, their hypertension,
all of this stuff, isn't itaffected by stress?
Them you know being soparalyzed that they're no longer
keeping their appointments andnot taking their medicine and
all that?
Is their health not beingaffected by that?
Like, what's the direction?
(10:55):
What's the direction that theyneed?
Right, from my own patients andmy own clients, right, they're
like oh, and Medicare cuts by Xamount.
Well, this is how you respondto that.
Did they cut it by 2.8?
Well, you can raise what youget by 5.6 and no harm, no foul,
like they need direction.
They need direction in this timethat we're in.
(11:17):
What do we do?
They need the direction forthat.
So you answer their questions,but you also give them direction
.
What did I do when I startedthis video?
I'm telling you the directioncannot be paralysis.
The direction cannot be let'swatch and wait and see.
The direction is focus andadvance right, focus and advance
.
So you want to give them whatto do.
You want to give them what todo.
(11:37):
You're a pediatrician.
Talk to the parents about whatto do with their kids in this
time, with this unprecedentedstress.
Talk to them about how they canmanage what they're doing while
dealing with being a mom andbeing somebody who's afraid of
being laid off and all of that.
Your people need yourleadership.
They need direction from you.
What do we do now?
Okay, the third thing is youwant to look at the top mistakes
(12:01):
that people are making in thistime and then you want to come
out and say these are themistakes people are making, but
not you.
Don't make these mistakes.
Don't make these mistakes.
I want you to think about itRight and if you think about it,
there are many mistakes thatyou know your people are making
and you see them and they comein with complications from the
mistakes and all of those things, right?
Or you've seen this before,like I've seen this before, and
(12:23):
I'm coming back and I'm likelisten, if you stop, if you
allow yourself to get paralyzed,this storm is not going
anywhere, right?
Like it's not, the rippleeffect of it won't go anywhere.
So what are the questionsthey're asking?
Answer it.
What is the direction they need?
Like From a leadershipstandpoint?
Like, okay, this is what ishappening.
This is where you need to go.
Tell them what are the topmistakes you see people making.
(12:43):
Tell them about the trends,your culture and finance and all
, of course, everybody wants toknow.
Do I liquidate all my stock?
Do I buy stock now?
Do I time the market or do Ijust spend time in the market?
All of those things.
These are hot topics.
Don't say I don't care aboutthem because you're not there to
serve yourself.
You're there to serve yourclients and they want to know,
they want to know.
So, so listen to me, right?
(13:05):
People are looking forleadership.
People are looking for answersto their questions.
People are looking for mistakesto avoid.
People are looking for peopleto follow.
People are looking for peoplewho will help them in this time,
and the people who do that,they're going to be the people
who will be positioned as numberone and they're going to be the
people who are going to havemassive growth.
Massive growth on the otherside of this, because they were
(13:27):
busy putting in the rep andmoving against resistance.
So once the resistance is moved, it's full speed ahead.
This is not the time to holdback.
Okay, so if you're like youknow I don't know about starting
podcasts or starting YouTube,or you know I used to do YouTube
.
I don't really do it anymore,or I don't, you know like I
don't want to use my time, hearme.
People are Googling, people arechat GP team.
(13:47):
People are looking for what youdo.
People are looking for theanswers that you have in your
brain.
It's time to take it.
It's time to put it in contentform.
It's time to solve problems.
It's time to position yourselfas the expert.
It is time to lead.
It is time to lead, and so whatthat means, is it going to be
work?
Yes, are you going to need towork on yourself so you can be
(14:09):
calm and peaceful in the midstof all this chaos and lead and
have, before thinking, all ofthat stuff.
It's going to cost you to dothat, okay, but the opportunity
that is available is you get toserve more people than you've
ever served.
You get to serve them in a morepowerful way than you ever
served them.
You get to position yourself asa leader.
I get to position yourself tobe full speed ahead when this
(14:32):
goes away.
Okay, so this is my challengefor you.
Okay, I want you to take thesethree areas, so the urgent
questions they have, thedirection they need now and the
top mistakes to avoid is threethings.
And if you create four topics,for each of them, that's 12
pieces of content and that'senough content for the next 90
days.
Right, like your YouTube oryour podcast or whatever, that's
(14:54):
enough for the 90 days.
I want you to develop that.
And when you do it, I want youto send me a private message on
Facebook Say Dr Una, I created,I've accepted the challenge to
lead, I've accepted thechallenge and I've created my 12
pieces of content, I've decidedon the titles and I am going to
lead my space.
You let me go.
I just want to cheer you on,okay, I just want to cheer you
on and say, oh my goodness,that's amazing.
Like, let's go right.
(15:15):
I've chosen to lead, I've takenthe challenge, I've chosen to
lead, so do that.
And then go create the content,go answer questions, go solve
problems, and when you do it,you become a magnet for the
people that you've been lookingfor to work for, because now
they're looking for you.
They're looking for you, okay,but this is the deal.
What I want from every singleone, what I want for every
(15:35):
single one of you, is that inthis, in the middle of all these
things going on, that you aregoing to thrive and because you
did the work and did the repsand put in the reps and build
the goodwill and did all ofthose things, when it gets to
the next season and things arecalmer, you will win in a way
that will blow your mindcompletely.
Blow your mind.
(15:55):
That is my dream for you.
But it all starts from takingownership, from deciding to lead
to deciding to serve yourpeople at the highest level.
They decide to keep putting inthe reps in when others are
pulling back.
It is deciding to not yield topanic and fear and worry and
anxiety and paralysis.
It is deciding to move forward,to focus and advance.
(16:19):
So go do that.
Okay, this podcast, if you'rewatching on YouTube, this
YouTube channel, is a gift foryou.
It's time to say okay, I amgoing to control what I listen
to, I'm going to control what Iwatch, right, it doesn't mean
I'll be ignorant of the news,but it means I'm going to feed
myself with what I need to keeppushing forward in spite of the
resistance, and I am going towin.
Okay, so I'm going to feedmyself with what I need to keep
pushing forward in spite of theresistance, and I am going to
(16:41):
win.
Okay, so I'm absolutely rootingfor you.
I cannot wait to celebrate allyour wins.
Take the challenge and let's goget this done.
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