Hey guys. Quick question, have you ever been referred to a doctor and you've gone to see them on the expectation that they're going to be an expert in X, Y or Z, and when you arrive they just go, "Oh okay, it's really interesting that, thank you for bringing this problem to me, however it's not my area of interest." Worse, have you ever referred somebody to a doctor and had that experience? Patient comes back and goes, "You referred me to such and such for my joint pain and they don't look after joints." It's a really bad position to be in because it costs the patient money, it is a pain in the ass that wasted their time, and maybe it delayed a diagnosis. Why am I mentioning this? Because what I want to talk to you about is something that you can easily set up within the website of your practise that will make a big difference and that, as I've taught many times before, is introduction videos for your patients. What I really, really, really recommend is that in your practise every doctor should be videoed and should have a brief video introduction that explains their area of interest. Why would you do this? One, is to avoid the problem that I mentioned. You will have patients who come to you because you have expressed your area of interest and that will work out very quickly that if you're a gay mental health specialist they're probably not going to come to me for a pap smear. The other thing is, and I've taught this before, is that the decision on whether or not you are going to sue a doctor if there is a bad outcome is made in the first six seconds of an interaction. That's usually when a patient is walking from the waiting room to your room, that six seconds. If they don't like you they will make the decision that if something goes wrong they're going to sue your ass. By making a video, what you're actually doing is you are creating a pre-interaction, a pre-introduction of yourself to the patient and they can decide whether they like the look of you, whether they like the sound of your voice. What happens is that when the patient actually meets you everything is so much smoother and so much happier because they feel like they already know you and you've eliminated the people that you don't want to see sculpt in your practise to a group of people that you really like working with. That, for me, is the most important thing. I highly recommend you create introduction videos for every single doctor in your practise, that way people who are looking for a doctor of a particular interest will be able to go, "Ah yes, I saw Rebecca's video and she's fantastic with kids," or, "I saw George's video and he's got an interest in gay men's health." This makes a massive difference and I'm urging you if you would like to learn how to make these videos it's really straight forward. Just tell your story, two minutes, nothing longer, nothing shorter, just get in there and get a talk and I would recommend that this is a massive difference to your practise. You will be amazed how quickly your patient group transforms to a group of people that you love spending time with. Have a great one. See you guys.
Hey Guys, a quick post on what I consider essential pages for medical websites for doctors.
Probably the most important “money making” page is the contact page. This is where patients will be able to find your practice as well as be able to call or contact via email.
This page should include:
- Your phone number
- Physical address of the practice
- Google map – your own practice listing for the Google map
Other pages that are useful for all medical practices:
- An individual page for each doctor that includes:
- a video introduction of the doctor
- their particular medical specialties and interests
- Practice FAQ’s and SAQ’s. These should include:
- Practice policy for results, scripts, follow up
- How to book appointments
- Prices of appointments
- Medical FAQ’s and SAQ’s if you are a practice that has “speciality areas”.
- A welcome page for the front of the website. I’d recommend this contains:
- A beautiful photo of the front of the building so people know what to look for
- Links to every other page on the website
- Your address, phone number and how to contact
This is the basic structure I have used for many medical websites. These style of sites rank very well and have good patient engagement. They are modular and can grow over time.
If you would like to learn more about creating websites you can review my training products available via my teaching platform: Medical Marketing Training.
Dr George Forgan-SmithTranscript
Hey guys, it’s George here. I noticed a question on the Facebook group that was asking about what you would include in a medical website. Now, there’s lots of different ways to make a medical website but this is one way that I suggest.
The first thing is the basics. The absolute basic website should have an introduction to you and the services that you provide and a contact page. The contact page is the page on the website that makes you all of your money, so this page is the most important and probably one of the first pages that I will ever build.
What should be included on a contact page is a map, a Google map that shows people how to find you and there should also be some mechanism for people to be able to send an email to you and that can be easily done using contact form plugins with WordPress. There’s lots of ways to do this and I actually showed how to do this in my online training. There is also a way for people to be able to phone you and that is important as well. Every page on the website should include your address and phone number so people can find you and an easy way to do that is to do a banner. However, on the contact page, it’s vital that there is a phone number there, so people can actually call you.
Now, beyond that, what I do recommend is that every doctor have an introduction page and that should include a video, so people can actually get a feel for the doctor and get to know them. As well, there should be information about the particular services and interests that that doctor has.
Then finally, if you’re a specialty practise, what I would recommend is my 10 frequently asked questions and 10 should ask questions and make sure that these are all included into an FAQ section. That way, when people are going in, they can understand everything that they need to know. That can be about medical problems but thinking from a practise perspective, other frequently asked questions for a practise include, how much does it cost, what happens with results, is there a hospital nearby, are you affiliated with local hospitals. Start thinking about these sort of questions and then it makes life a lot easier, not just for you but for your patients. When your lives of your patients is easier, guess what? Yours becomes easier, because instead of having to explain how to find the local pathology or the local radiologist, you can go, “Have a look at this page on the website. You’ll see it all explained there.”
These are the pages that I would recommend but first things first. Contact page, contain a map, contain a way for people to be able to send you an email and a way for people to be able to call in to make an appointment. That’s the page that’s going to make you all of your money. Everything else is additional layers and icing to the cake, but definitely introduce each doctor. Have a video for each doctor and their absolute specialties and then have FAQs and should ask questions. That can be both the medical but you can also have a practise frequently asked question and a practise should ask question as well.
I hope that that was helpful and clarified what I personally do for all of the medical website that I make for myself but also for other doctors. I hope you found that helpful.
Many doctors are concerned that if they engage in online medical marketing they are opening up their privacy to levels that not comfortable.
In these situations many doctors opt to “do nothing” in the hope that if there is nothing there, they won’t be found.
Sadly this is not the truth. Online reviews, Google review and other social media sites have content that is created by people other than yourself, people who’s reviews and content you have no control.
For this reason I have crated what I’ve called “The Honey Pot Method” a simple way to fix 2 birds with simple actions…
- Firstly you can take back control of what people find when they Google search your name.
- Secondly you take control of how people contact you and your own particular levels of privacy.
The good news is that this can be done simply and economically with free websites available to all.
Would you like to learn more? -> Check out The Honey Pot Method here
Please enjoy this presentation done for Business For Doctors in Fiji, April 1 2018.
Key points covered include:
- My approach to branding
- The creation of a “persona” who you create all your marketing messages for
- How this persona shapes your business practices
- Rapid side developement
- Google maps
- Down and dirty video production
- My “done and dusted” 30 min work flow for rapidly deploying blog posts
If you would like advanced over my shoulder training on exactly how I do medical marketing please be sure to check out my online course – Marketing For DoctorsVideo Transcript
Dr George: So, look what I’m going to do is I’m actually going to skim over a couple of things and we’re going to talk a little bit about branding, then, right? Because branding is the key to all this, and then I’ll walk you quickly through how to deploy a site. So, you were here for the first part where I actually talked about the free hosting, what you need, da da da, but I didn’t get to explain how to actually rapidly deploy a site, right?
Audience: And [inaudible 00:00:37] did say it was a couple of hundred dollars to actually have an active site?
Dr George: No. That’s not true. You can have the site for absolutely free, if you wish. So, what does he mean by an active site?
Audience: So, he’s held before domain names so nobody else can take my name. But he said holding it is a different cost than using it.
Dr George: You bought like a … so, a domain is like a street address, right?
Dr George: So, you can pay ridiculous amounts of money for a domain if you really are … if you want to own Amazon.com, you can buy it for a couple of … literally they would sell it to you for a billion if you wanted it, but if you wanted Amazoon.com, or something like that, which is a common way, it’s a common strategy that marketers do. But what I will do, is I will often buy domains just to be spiteful to stop other people from getting them.
Audience: So, you’re saying hosting a real website rather than parking one starts at $161-$323 annually?
Dr George: I will happily charge your husband $150 for that then, if he’s willing to pay it, then God bless him.
Audience: I need to know what you know that we don’t need to do then.
Dr George: No, you don’t. Blogger.com it’s a live action in front of God and everybody website for free. WordPress.com, it’s 100% free. Weebly.com, 100% free. There are paid options that you can get, so in wordpress.com if you go for the paid option, it enables you to get a few more bells and whistles, like you can put in some more plug ins and stuff like that, and you’re probably more likely to get listed on the front page of wordpress.com if you pay, but I know plenty of people who’ve hosted free websites on wordpress.com that have done exceptionally well. Bipolarblogger.com did extremely well out of a free website that cost him nothing, literally nothing other than time to blog every day.
Dr George: We will get to that, but let’s talk briefly about branding right, because when you get branding right, you’re fine. When you get branding right you can do word of referral advertising, when really ultimately all it is, is friends who are telling friends who are telling friends. In many ways that’s part of how I get a lot of my patients is because I will see online that people will say, “Who’s a gay friendly doctor in Melbourne?” They’ll go, “George.” Automatically, it’s trained into them.
Dr George: So, what branding means to actually me, this was my early branding, the healthy bear. I was wanting to differentiate from standard doctors. Standard doctors don’t have half of their body tattooed. Standard doctors don’t pose in positions like that in advertising, so automatically I was standing out from the market. That’s what I wanted, because my target market was bears. Fat, middle aged, homosexual males, right? These are people who have already had a bad relationship with doctors, so what I wanted to do was I wanted to show them that there was an opportunity for them to see a doctor and not have the first thing said to them was, “You’re fat, you need to lose weight.”
Dr George: Instead, I come at it with there are hundreds of other parameters to health other than BMI. Let’s work on those, and if you work on those then they might want to listen to you talking about bariatric surgery or something like that later down the track. But, this is a group of people whose sexuality is tied to their weight, so it’s very, very important that you don’t shake that tree, and if you do it, you do it very, very gently because if somebody’s core being is based around one thing, you don’t want to take that away from them because then they’ve got nothing, from a psychological perspective, right?
Dr George: Part of being part of a brand is you have to be consistent, right? So they put bollards into Melbourne to stop people from driving cars over other people. I hated them. I thought they were ugly. I’m also an artist, so what do I do? I crocheted covers for these. I sewed covers for these. The first one that I made lasted a whole two hours before it was stolen. That was when I learned to glue them down. This one lasted three days, and I’m actually a little bit upset that it only lasted three days, because that took me more than 50 hours to crochet, and the thing is that if you work on April’s numbers, that’s a deposit on a block of flats.
Dr George: I could have employed somebody. I could have got some old nana to do that for a can of beans and free wool, and she would have been thrilled, right? But, it’s about brand consistency. You may have seen that I have a little blip in press during the marriage equity because I actually made a bollard cover that was designed off the gay and lesbian flag and the uniform that gay people were forced to wear in Nazi Germany. I put it on there and some man didn’t like it and was busily telling me that the gay and lesbian people who were murdered in Auschwitz were inconsequential and there weren’t that many of them that died anyway.
Dr George: I said, “Mate, don’t, don’t go there.” He’s like, “No, no, no, no. It’s all bullshit and I’m sick of marriage equity.” I was like, “Dude, I’m sick of it as well. I’m not trying to take over the world, I just want to take over this one bollard.” And he goes, “Well, I’m going to be ripping it down.” I said, “Dude, you’re going to rip it down, I’m going to film you doing it. Get to work.” That was when he punched me, but that was fine, but I did write a little article on it. I did a press release on this is what marriage equity is doing to people and then suddenly, the void was filled with people who wanted to interview me and talk about me and the police wanted to know, and blah, blah, blah, blah, blah.
Dr George: Let’s talk briefly about brand. Louis Vuitton. Tell me about Louis Vuitton. What is so damn special about Louis Vuitton? They sell bags, right?
Audience: [crosstalk 00:06:39]
Dr George: Sir, all exits are clearly marked, right? You can use them, they work inwards and outwards. Now, I have Louis Vuitton bags, but why? Why? What’s they mythos of Louis Vuitton? It’s not that they make bags.
Audience: It’s that they’re good bags, exclusive bags, expensive bags, hard to get.
Dr George: Hand made bags that will last you a lifetime, right?
Audience: And you can pass on to the next generation.
Dr George: Pass on to the next generation. There is a story about Louis Vuitton that one of their bags was on the Titanic, and you know that the hard case ones are actually air proof, so when you shut them they will float. The story is, Louis Vuitton was on the Titanic, and it survived.
Dr George: The thing is, that’s the story behind it and that’s what sells Louis Vuitton and that’s why they’ve got that pricing. Do you believe that Louis Vuitton has sales? No. Why don’t Louis Vuitton have sales?
Audience: They don’t need to.
Dr George: They don’t have to. They can charge whatever they damn well please. If you don’t want it, don’t buy it. You’re not in our market. I don’t want you, right, and that’s what if you get this right, that’s who you can exclude in medicine.
Dr George: Who are these people? Do you know who they are?
Audience: Yes, they’re the wee little family in America-
Dr George: What is going on here people?
Audience: Louis …
Dr George: Yeah, Louis Theroux did a story on them. Do you know their name?
Audience: I don’t want to offend anyone.
Dr George: Well, it’s the Westboro Baptist Church. We are in freaking Fiji and you know their name? Is this a good brand or a bad brand? It’s a horrible brand, these are nasty people-
Audience: But it’s a good brand.
Dr George: But it’s a bloody good brand. Internationally, these people are known for what? All they do … well, all they do … They turn up at people’s funerals and picket. One of the shows that I was in when I was a [inaudible 00:08:47] was picketed by these guys. Everyone was going, “Oh my God, this is terrible.” I’m like, “I want photos.” I’m out at the front going, “I want to get photos with this guy.”
Dr George: Anyway, the Reverend’s passed on now, but the thing is with branding you’ve got to actually … everything has to line up for it to be right. This is Marley Spoon, the image is not good unfortunately. So, what does Marley Spoon do? They deliver food to your house, right, and apparently you can cook it up, and do so. Sounds may more harder than Menu Log, but anyway, delicious recipes and fresh ingredients are waiting at your doorstep, and here we have a beautiful photo of rotting food.
Dr George: This is a brand mismatch, right, a very bad brand mismatch. What actually happened was that they have two ads, well, they have many ads. One is stop letting food rot in your fridge, and the other one is we give you fresh food. What they’ve done is they’ve totally put the wrong video with the wrong message. When you are a doctor, when you turn up at 15 past 9 and your first appointment was at 9:00, that’s what you’re doing. If you are holding a doughnut in your hand, a coffee in your hand, what do your patients think of you? One, you’re disorganised. Two, you don’t give a shit about them, three, that your stomach is more important than their time.
Dr George: Automatically, your patients are angry and they’re unhappy, so you have to work extra, extra hard to fix that brand mismatch. It’s about being home grown. Your brand will determine who you see. This is not my brand. This is my brand. This is absolutely my brand. Let’s just talk about two different brands that I like. I am a Qantas frequent flyer. I’m platinum with them and I intend on staying platinum with them. If anybody wants to help me get to Platinum One, then I’ll be very, very grateful, thank you. You just need to fly me around in business class more.
Dr George: So, this Qantas, right, when I go to the airport I have my little bag and I have my card. My bag has got a disc on it that is the little tag, so I don’t need paper tags anymore. I go in, tap on, or in the Uber I will log onto my flight the day before, then I get to the airport, I pick up my bag, I put it on the conveyor belt, I tap my card and my bag goes whoosh. It’s gone, two minutes. Then I go to the platinum lane, go through security and go to the business class lounge and have a coffee, have cake and get on the plane.
Dr George: When I get on the plane I’m greeted by name, welcome back Dr. Forgan-Smith. Grab my seat, blah, blah, blah. Reverse when I get there. So, that’s Qantas, right? That’s Qantas service. That’s my expectation of what Qantas will give me as a platinum flyer. Then there’s Jetstar. Now, before we all start dissing Jetstar, Jetstar saved Qantas’ ass when little Irish dude decided to switch off the Qantas network for 48 hours because he was having a tantrum. It was Jetstar that saved Qantas’ ass, because Qantas got really badly hit in the market but it was Jetstar that brings the money in.
Dr George: As doctors, we have the opportunity, we can do Qantas or we can do Jetstar. If you’re going to do Jetstar it’s lean and mean. Jetstar doesn’t have that boop be-doop be-doop get into the plane fast. Jetstar doesn’t have a lounge, depending on where you are. Jetstar does not serve you food in the flight, so sometimes if you’re running a Jetstar business you have to be aware that you shouldn’t be giving people cans of Coke for free, right? If you’re a bulk billing clinic and you’re doing Jetstar, that’s fine. But, you have to know you’re doing Jetstar and your patients have to know you’re doing Jetstar, and they get results? No, we don’t give them over the phone. You come in for them because at least that way you get paid.
Dr George: Little things like that, and you don’t do Qantas service to Jetstar customers because they get confused and then they get entitled, and you don’t do Jetstar to Qantas patients. If people have results that are bad, they get a phone call from me. Positive chlamydia, positive gonorrhoea, they’re phoned. Any other result they’re SMS. If they need an injection from me for treatment of chlamydia, gonorrhoea, something like that. I give the injection. The nurse doesn’t give the injection. I mix it up in front of them and talk with them. If it’s a vaccination, I get the nurse to do it and my Qantas saying for that is she gives a much better injection than I do, when really I just need them out of the room so I can get the next patient in.
Dr George: We talked about branding, right? So, branding is where you bring the people in that you want to attract, the butterflies, you built the garden that attracts the butterflies. With regards to that, we don’t run around with nets chasing the butterflies. That’s hard work, whereas if we plant the flowers that the butterflies like, they will come automatically. They will flock to you. They will tell their friends, and the way I do that is with the websites. That’s where I do my branding.
Dr George: The first thing is though that you actually have to work out what you want, and so it’s really easy. You ask for what you want. You say what you don’t want and then you negotiate the differences. Congratulations, you’ve just learned how to negotiate a BDSM scene. It’s the same in anything, right? This is me talking in Cleveland at a leather gay conference where I’m teaching kinky people how not to kill themselves. It’s the same boring medical information, but I’ve just made it kink friendly. That’s the thing, internationally I’ve got that reputation. I can get out in an airport in America and have people come up to me and say, “I really loved your video on gonorrhoea”, and I’m like, “Great, that’s fantastic, I’m really glad you liked it, I hope you’re not dripping anymore.”
Dr George: The next layer, once you know what you want, want to know what you don’t want, then you have an offer. What you are willing to give, and then you have a demand. What you want for that offer, and then the market will decide. The market will say, “Well, I don’t want that”. You go, “sure”, and then you make another offer. Or, they’ll go, “I do want that, but I want it this particular way.”
Dr George: And, you can go, “That’s not how I do it.” If you want Qantas service, you don’t get to be Bob Bill, there is a fee associated with that. I understand that there are doctors who do Bob Bill, that’s my line. I don’t tell them where to go. They can find out for themselves. But, if they want to pay, and they want to see me, then that’s what they’ll get. They’ll get awesome kick-ass service.
Dr George: I offer fantastic health that is non-judgmental in a way that a lot of people have never experienced and I expect payment for it. That’s all I want, right, and it seems to be okay. If you want to learn this really, really, well, get the book called the Millionaire Messenger, byBrendon Burchard. This guy absolutely changed the way that I commit to medicine. He is fantastic. It will teach you how to do that. He also has a product called Experts Academy. I will be upfront, this book is an advertisement for Experts Academy. But, if you take the essence of the book, you can do everything that I’m talking about. That’s where I learned everything and his ethos is, that the more people you help, the better it is for the world.
Dr George: The way that I help more people is by being present in the market, and that’s by video, or stuff like that. I know that the vast majority of my videos are not viewed by the patient, but they’re viewed by somebody and they find them useful, because I get feedback that says it’s useful. I also get a lot of videos that say, “Oh my God, how did I find this”, or “Oh my God, this is a really weird part of the interweb.” I had a whole bunch of my videos nicked and republished by an [inaudible 00:17:02] channel, or something like that, where they were just basically dissing me. But, that was a copyright violation, so I was able to get their videos, my videos, returned to me.
Audience: George, can I ask, what copyright do you have on your stuff?
Dr George: Everything.
Audience: So, it’s actually copyrighted, or you use creative comments, or what do you use?
Dr George: No, no, no. Everything that you create … Here you go, I have just created this, I own the copyright to this beautiful piece of art. Right? If you create it, you own the copyright to it. There’s nothing that you have to do.
Dr George: It is automatically yours.
Audience: But, how do you prove that it is yours creative, because they can argue. [inaudible 00:17:52] I mean, watch lost movies like, stealing ideas and then become … [inaudible 00:17:58]
Audience: I had something that went on just like that in my [inaudible 00:18:01] [crosstalk 00:18:01]
Audience: Yeah, how do we prove, yours is yours, and mine is mine?
Dr George: Because mine’s better. No, but seriously, you should be able to show the creation. You could format images, there on my phone. I took them with this phone. You can look at the metadata and see it.
Audience: [inaudible 00:18:20]
Dr George: Yeah. And, my videos, I’m in them. In the bottom right hand corner is either my name, or the website that I want people to go too. I brand everything, so when people steal it, my brand is still on there. I’ve had people who took my photo, me on the Sydney ferry with the harbour bridge behind me, and they used that image to advertise an event in Pennsylvania, and I wrote them and said, “Could you please stop using my photo.” One, I’m not going to your event, and two, that’s the Sydney Harbour Bridge behind me. What did they do? They photoshopped out the Sydney Harbour Bridge.
Dr George: So, some people would believe that under creative comments, that if you create a derivative piece of art, that then you own the copyright to it. But, you have to own the copyright to it before you do the alteration, and I didn’t assign the copyright to them. So, I wrote them back and said, “Nice Photoshop work, I’m still not going to your event, that’s still my face, if you don’t remove it, you’ll be getting a letter from Sarah.” And, they eventually removed it. If they won’t remove it, then you get Google to remove it, because Google is very anti-litigious people.
Audience: So George, if I come in, changed that little bit of a [inaudible 00:19:33]. I come and do it. Smiley face bottom, my signature to it, does that become mine?
Dr George: No, because I didn’t assign the copyright to you.
Audience: Right. Thank you.
Dr George: I didn’t assign the copyright to you.
Dr George: One strategy that some people do is they do what is called creative comments. So, what you can do is you can assign the creative comments licence to it, and that’s done by the metadata. For images, what you do is say, I’m assigning creative comments, and it gets embedded into the image, that its creative comments, where you upload it to a creative comments site. Then, you can say, people can use this. They cannot alter … you can assign-
Audience: They are being very subtle.
Dr George: Yeah, they can not alter it, they can alter it, they can use it for commercial, they can’t use it for commercial, and attribution. So, I don’t do that, but there’s … Currently, at the moment there’s a creative comments article going around the internet on how to do rectal douching. I was asked to medically review it, and the information wasn’t sound, so I refused to do it. But, unfortunately, because its creative comments, its been viral. Because people have suddenly gone “all this is information that’s really good”, and it’s really bad information, it’s dangerous. And, I’ve tried to do that, but instead of fighting that, I’ve replaced it. I interviewed an expert on rectal douching and now the video is replacing the information from there.
Dr George: Once you’ve actually got an idea about who you want to serve, then you create the persona’s in your mind. You have that persona in your mind and then you serve everything thinking of that person. This is my target market, right? And, this is also my family, my chosen family. I pretty much, every piece of information that I create, I create with these three people in mind. Okay? That’s how I do it.
Dr George: If you want to make a lotta loud of money, as a GP, I would say that you need … Or, as a doctor, we are in the job of knowledge translation. We take ethereal information and make it usable for people, so they can understand. GP’s are probably some of the best translation experts in the world, and that’s what we do really, really, well.
Dr George: So, that was my thoughts on brand. Okay? The brand is establishing yourself. I do through a number of different ways and one way that I do it is by Google map, Google mapping. So, gay-friendly GP, Melbourne, I’m number one in Google for that. You can’t avoid me. But, Google maps is super powerful at being found. When I change practises, all I had to do was change my address and phone number on my Google map, people were able to find me.
Dr George: If you are a doctor working a group practise, you should be listed as an individual doctor, as well as the practise. You can do that by going to google.com\business and get yourself a Google listing as an individual doctor. I have a video that teaches how to do all that, that’s pretty straight forward.
Dr George: You get listed for lots of things. HIV prep doctor, Melbourne, I’m number one in Google for that, because I setup a website specifically to make sure that I do that. I think I talked about, on the chat the other day, was about the 10 frequently asked questions, and the 10 should ask questions. You need to have those, because they’re the ones that are going to bring the market people in. Then, each one of those questions becomes a blog post, does that kind of make sense? Have I lost anyone so far? No? Cool.
Dr George: That’s what one my little blog post looks like, I use a video, because video works for me, because it’s fast, it’s easy, and I can talk under water. It’s very, very, simple for me to do. Probably, the one page on all of my websites that makes me the most money is the “about me” page. I have a video, I also have an image, because whenever a thing gets shared, it’s the image that shows up. Alright?
Dr George: Like, when you share something on Facebook, you know how the website will come up with the image? That’s the image. It’s the first thing that you put on the post, you put the … You go, first things first, image. Inside the image you can hide data, but in the metadata, this is advanced stuff, stuff that I normally don’t teach, because it confuses people. In the metadata you put your GPS location, which just happens to be the same location as where you work. You put the name for the key word, or anything that you want to show up, it could be your personal ad, it could be gay-friendly doctor, it could be worlds best injector, it could be whatever. Then, there’s a description and inside that description you put everything that you do. You can put up to 6,000 words, inside that description.
Dr George: So, image, then I do a little blurb, probably 200 words. 200 words that’s just pure content. The couldn’t be bothered, couldn’t be read, I’ll just read this little section. You want to get all of your main points out in there. Get as many different keywords out in that section as you can. So, when Google [inaudible 00:25:22] it, because it’s at the top of the page, then it will go, “Oh, okay, cool”.
Audience: And so the keywords, you mean things that people would search for you on?
Dr George: Yeah, for that page. So, if I’m doing gonorrhoea, words that I’ll be using is, burning with urination, hurts to pee, discharge from penis, gonorrhoea, chlamydia, STI, potential infection, could I have gonorrhoea, how do you get gonorrhoea. You can see that I don’t keep on using the word gonorrhoea, but I keep using words that mean gonorrhoea, because Google has a thing called LSI, or Latent Semantic Indexing.
Dr George: What Google is doing is it’s getting all the books of the world and all the papers of the world and all the major research papers, and it’s scanning them, and it’s looking at the language. So, if I’m talking about gonorrhoea, if I don’t have the words penial discharge, bacterial infection, sexually transmitted infection, dysuria. If I don’t have those words, Google’s going to call shenanigans, I don’t believe that you know what you’re talking about, because you haven’t said those words. But, if you do say those words, then Google will go, “Oh, that’s fine, you know exactly what you’re talking about, that’s cool.”
Dr George: So, that’s Latent Semantic Indexing, and you just have about 200, 300 words that you want the person to read. And, you put a CTA at the bottom of those 200 words. A call to action. This is what you need to do next, book an appointment, here’s how to do it, phone me up now, phone my staff now.
Dr George: Next phase is video. I have a video, then I get the video transcribed, and I have the transcription only.
Audience: So, that video that you showed us, I think a slide back-
Dr George: Yep. [crosstalk 00:27:13]
Audience: Then there was the … that was the transcription, so you had a choice, they can watch, or they can read. Is that it?
Dr George: Yeah. Because, Google used to not be able to read video, it can now. Google can now listen to a video and create a transcription of its own. But, it’s now always reliable. So, I go to rev.com, R-E-V dot com, they’ll transcribe for a dollar a minute. They’re fast, I normally get a transcription for a five minute video back in 60 minutes, and then “boom”, I just put the transcription on and then hit post. If I’m in a sassy mood, and I just want it out, I’ll just put the video in the transcription and hit post.
Audience: [inaudible 00:27:52]
Dr George: Pardon?
Audience: What did you say is the transcription website?
Dr George: Rev.com, R-E-V dot com.
Audience: [inaudible 00:28:00]
Dr George: Pardon?
Audience: Is it great for audio’s as well?
Dr George: Yeah. You can send video, you can an audio recording, if you don’t want your face … If you are somehow on the witness protection programme or something, what you can do, you can make slides, and you can just talk to those slides and record the sound. Then, you can put the slide show up onto Google, and you can embed the Google slide show onto the thing, and that’s automatically a link from Google, so that’s all great. Alright?
Audience: Do you have that all automatic [inaudible 00:28:29] to go to [inaudible 00:28:31].
Dr George: Yes, I do.
Audience: [inaudible 00:28:35]
Dr George: Yep. My workflow is record video, upload to YouTube, send link to rev.com. Then I will go to my blog, I will image, blurb, embed video, and by then I should have the transcription back, put the transcription on there and hit publish. Now, there’s a service called, “If this, then that”, I-F-T-T-T dot com. That automates social media for me. So, when I hit post, it sends that post to 38 different services for me. Which automatically means I have 38 back links to that particular post.
Audience: Do you use any other third party programme, like this and that, do you use Buffer?
Dr George: I’ve used Buffer for a couple of things. Buffer, I tend to use for … There’s one thing that doesn’t come out of the box with If This Then That, and I have to use Buffer for it. I think Pinterest is one of them. Pinterest, or Instagram, I think is one of them. RSS feeds in Instagram have just died two weeks ago, which is really annoying.
Dr George: I’m building a tattoo website at the moment and I couldn’t [inaudible 00:29:44], so I just said screw it, I just went to Instagram, found every hashtag for tattoos and dumped it into If This Then That, so that every time that this hashtag comes up, I want you to do a post onto my blog. I set it, the next morning I woke up to my blog, which had 2,000 posts. Cool, instant authority site, and it’s all just pictures of tattoos, which is exactly what I wanted. So, it’s amazing what you can do.
Dr George: When you get all of this right, this is all happened before you have ever met the patient. When a punter comes to see me they already know what I look like, because they’ve seen a video. They already know what I sound like, because they’ve seen a video. They know what I do, because they’ve seen my website. And, for prep patients or pre-exposure prophylaxis, they already have been trained, and they’ve already done the consent process. Because, if I haven’t sent them the consent video, the Victorian AIDS council has.
Dr George: These videos that I make, other people use them for me, on my behalf, so punters come to me, they’ve already done the consent process, which is a seven minute video. Which, kind of annoys me because what I do in my work is that if somebody’s coming in to go on prep, there’s stuff that they have to know, they have to consent.
Dr George: So, I pickup my iPad, put them in front of it and go, “I’ve got this video that teaches you everything that you need to know about prep before, do you mind if I play that to you? While that’s play, I’m going to organise all the paperwork, the printer will go off twice, I’m sorry about that.” Sounds like a standard speech because I say it five to six, seven, eight times a day, but during that seven minutes it gives me a lot of time to be able to do other work.
Dr George: That’s why I recommend video, because if you are doing any procedural work that involves a consent, you should make the video consent. Because, when somebody comes into me and says, “You didn’t tell me about potential renal impairment”, I can say, “I did tell you about that, it was in the video at minute three and 47 seconds, your honour, would you like to watch the video now?”
Dr George: The other thing is, with a video, if people don’t get it, they can watch the video again at their own time, at their own pace. And, then they can read the text to it at their own pace as well. So, that’s why video is so, so, so important with all of that sort of stuff. Any potential litigious stuff, and for people who are doing injecting, for people who are doing major flaps and stuff like that, it’s important that people understand that flaps don’t always stick. The first flap that I did failed.
Audience: I’m sorry, do you put those consents onto YouTube as well?
Dr George: Yep.
Audience: So, you tell them if they want to go back and play it, you can.
Dr George: Yes, of course. Yeah. What I also do, on my work iPad, because if I have a work iPad then that’s 100% tax deductible, and it literally stays at work. I also have another automated system. I’ve got one button on the front screen that if it says prep, I just go boop, and it pre-populates an email that I send to it that says, “Thank you for coming to learn about prep today, you watch this video, link to video, this is the links to the site where you can get the medicine for prep, boom, boom, boom, boom, boom.” I send that information to them and when I hand them the iPad and say, “Could you please type in your email address there and I can send you this information. I understand that I’ve told you a lot today”, and they go, “Yeah that’s great, put in their email address and hit send and say, and now you have my email address. So, if you have any questions, I’m happy to answer them. I can’t guarantee that I’ll answer them straight away, but I’ll my best.”
Audience: Do you get much email?
Dr George: A couple of people abuse the system, but I would probably be lucky to get two emails a week.
Audience: We were just talking before that about privacy, and breaches, and how does your email included with that?
Dr George: I use double two-factor authentication on the Gmail account. I would like to think that nobody can break into my email account, and Gmail is very secure, with two-factor authentication. The person has opted in, they voluntarily chose to put their email in there for me to send them that information. If they don’t voluntarily chose, guess what, I have it as a pdf on my thing. I can just go, “You got an iPhone? Turn on AirDrop.” And, I boop, I AirDrop them the pdf. If they are one of those people with an Android phone, God bless them, I’ll just have to email it to them, or SMS it to them.
Audience: [inaudible 00:34:13]
Dr George: I went Android, but iMessage is the reason that I stay inside the infrastructure. And, Final Cut Pro, where I do all of my videos.
Audience: Is that Final Cut Pro?
Dr George: Final Cut Pro is what I use for videos, but if you want really simple ways to make videos, iMovie. If you’re on a Mac, is really good. If you want to record your screen capture, Camtasia. If you don’t want your face in stuff, you create a PowerPoint thing. You either use a computer mic, or the iPad mic, or the whatever and you just use Camtasia to record the screen of your thing. That way you can turn a PowerPoint into a video, which is helpful.
Audience: [inaudible 00:34:54]
Dr George: Camtasia, C-A-M-T-A-S-I-A. There’s a lot of information, so I created an online training for you guys. I understand that I’ve only got an hour and teach in Fiji … It’s not easy to pass all of that information on, so I set up a really good deal with … I said to April, “What discount do you want?” She told me and I did it, so there you go.
Dr George: Now that you’ve done all of this preamble stuff, all you have to do is match. You just have to match the expectations that you have set up. Now, this is an important thing, because when I was in Paleo … Whose done Paleo? What are Paleo people like? They’re freaking nuts! They’re worse than crossfit people.
Audience: Only just.
Dr George: Only just, but they usually do both, because you can’t do one without the other apparently. If you are a vegan, Paleo, crossfit dude, not in my market honey.
Dr George: Anyway, God bless them. You’ve got to match it, so when I was in Paleo I was 120 kilos. I drank Diet Coke like it was going out of fashion, it was like freaking … What was it when people were drinking bathtub gin? If I could have that bathtub Diet Coke, I would have that. So, the Paleo people would come in and see me and they go, “What’s this fat bastard doing telling me how to eat avocado and walnuts?” They would come to one appointment and they would never come back.
Audience: Is that prohibition?
Dr George: Prohibition is what I meant. So, that’s why you have to be congruent with your market. That’s why it’s important you’ve done your research of your market and that’s what I was talking about when you do that research.
Dr George: I’m just going to step forward. When you actually plan your website, you actually have to plan them. It’s not like lucky dib, you actually have to think about what the hell you want to do. Every page on my website has a job. It might be “teach person the symptoms of gonorrhoea.” Or, it might be “make person aware that they need vaccinations.” Or, it might be “phone George for an appointment.” Every page that you create, you need to be conscious about what you want it to do and why you’re making it. Otherwise, you’re kind of not helping yourself.
Dr George: We think we know our market really well, right? We think we know our market. But, the point of the matter is that we don’t. We are doctors. We’ve got our own dome and sphere of influence but it’s different to the people that we are serving. So, you need to go to where they are and find out what they’re complaining about. Pain is where they change happens. You will be able to tell us absolutely that the pain is … You might look at somebody and go, wow, you’ve got this [inaudible 00:37:45] that’s really old. You are looking beyond your age. But, when you talk to them they might go, when I smile this side of my eye crinkles up a little bit, and I hate that. So, you could have put 300 units of whatever up here, and they would still be angry because the eye crinkled up. That’s why you need to know where your market is at.
Dr George: I go to places like Google news, yahoo answers, [Kior 00:38:16] is a place where experts hang out. Facebook is an amazing source of winging people, because that’s what they do. They go to Facebook, and you complain. “I can’t believe the toaster added five cents to my SMS bill this month.” It’s like, calm down, but it’s something that makes people angry.
Dr George: Twitter is fantastic. I was in Paris and all I could hear were sirens and like, what the hell is going on? I went on the news, could find anything about what was happening in Paris at the time. So, I went onto Twitter and just did hashtag Paris, hashtag Paris news, and there were riots two blocks from where I was. That is how I found out, because people were tweeting about it with the hashtags.
Audience: I love that you went to Twitter instead of the news.
Dr George: Oh yeah, but the news is old. That’s hours ago. Twitter is now, now, now.
Audience: I need to sign up and account, I haven’t got a Twitter yet. I’m way behind.
Dr George: Well, it’s one of the things that’s useful. It’s a very useful tool.
Dr George: If you have a look at the news, you can see how you can quickly fashion news into a blog post. Say for example, a diet of chicken, coke, and bread left Perth teen with permanent eye damage. As a GP I look at that and go, are you aware that you should be eating two pieces of fruit and five servings of vegetables a day? If you have a chronic medical illness, it’s really important that you do that. If you have a chronic medical illness, you should talk with a dietician and our GP’s can help you do that. If you would like to talk with a dietician and you have a chronic medical illness, please book in and we can do what is called a GP care plan. Find this number now. It’s very, very, straight forward.
Dr George: One-eyed matador gorged in eye socket. We are here in Fiji right now, how could we make a post about Fiji and that news article that would be good for a patient? Here we are stuck in the middle of Fiji and the palm trees are flowing. They are going left and right and left and right. Did you know that if you are a [inaudible 00:40:20], if you get a palm thrown in your eye it can be dangerous. Here’s the first aid for penetrating injury of an eye. All you do is you get a paper cup, you cut off the bottom, and you sticky tape it to your eye. Do not blow your nose, go to the hospital immediately. There’s your first aid post, and it’s useful. You’re advertising another group of person there, suddenly you’re a good person because you’re not just talking about yourself.
Audience: A lot of these are small niche too, I suppose when we’ve been [inaudible 00:40:48] blogs, if you don’t [inaudible 00:40:51].
Dr George: You don’t. No. [crosstalk 00:40:54]
Audience: If you’re talking here in Twitter, that would be 140 charac … That was really close.
Dr George: The link to the video would be less than 140 characters, that’s correct. And, most Twitter accounts are not 140 characters anymore, they’re about 280. Yeah, for most accounts. Depends on whether Twitter hates you or not.
Dr George: The way I do it, is this. I just get out my phone and I just go blah, blah, blah, I have a little tripod that I keep at work. I always try to have the room with a window, so that way I have natural lighting and natural lighting looks good. When you’re recording videos your videos you always have the camera above your head, not below. You have it above your head because it looks better. It looks young, you look younger when you shoot from above, right?
Audience: [crosstalk 00:41:38]
Dr George: Who taught me that? Este Lauder. What did Este Lauder do in New York when she started selling cosmetics? She said, I need to be on a stand please. So they gave her a box, and so when she came up to the ladies she would go, blah, blah, blah, and have you thought about this area of face and all that. Then she would put a little bit of makeup on and then she’d go, “now look at yourself.” Don’t you look amazing, and that’s all she did. That’s how Este Lauder sold a small case of makeup just by changing the position of the mirror. Advertising standards though, if you’re going to do before and after photos, changing the position of the mirror is considered deceptive. Don’t do it. You have to have the same background, same position, same everything for the before and after shot.
Audience: Where’d that smiling in the pictures-
Dr George: Pardon?
Audience: Smiling in the pictures, because before and after- [crosstalk 00:42:31]
Dr George: Yeah, it depends how close to the wind you want to go and how many people hate you. Remember, to get a ping from the [inaudible 00:42:39] somebody has to dub you in. If you’re in a hyper competitive industry then you’d be very careful about the way that you use images, like that. But an image by itself, not a before and after image, well that’s interesting.
Dr George: You know that with YouTube videos you can actually upload the image that you want to be the thumbnail for the video. You know you can do that right? You could probably write text on that image as well that gives people the “to long, didn’t read”. You could put the text into the image and then use that as the thumbnail.
Dr George: Remember how I talked about how you can put metadata into images? You know you can do that into the same image that you put into YouTube right, and YouTube reads it. Is it starting to go, hmm this is interesting, this is kinda cool.
Audience: And “how to” is in your thing, training?
Dr George: Yeah, that’s all in there.
Dr George: Pity. People have got the attention span of gnats, you do not want to talk for more than 90 seconds. So, that’s it. If you are afraid to do videos then you just need to practise and the easiest way to practise is to get on Facebook and see who’s got a birthday. Every time somebody gets a birthday, they get this from me. “Hi, insert name here, I just want to take the time to wish you an absolutely fantastic birthday. I hope you have an amazing day filled with lots of fun, friends, and fantastic food. Happy birthday mate.” That’s my standard birthday video. Everybody gets the same damn video and they ache for it because when you look at somebody’s wall for Facebook, happy birthday, happy birthday, HB, happy birthday, video. Boom, you stand out.
Dr George: If you have somebody who’s got a friend that you really want to meet, make sure that you give that first person a video on their birthday and make sure the friend can see it. I do it all the time. If I want to bring the attention of somebody that I want to interview, I find out who their friends are. Who are their influences in their circle and I shmooze them. Then they can give me an introduction to them. I don’t have to ask, they ask for me and then it works so much better. Referral works really, really well.
Dr George: As I talk about Joan Rivers, Joan Rivers was funny. She was an okay actress, but the way that she made her empire was borrowing other people’s street cred. She interviewed people who were interesting that people did want to hear. So, you automatically go person “x” and Joan Rivers and the two then became connected and you get their sphere of influence and Joan Rivers sphere of influence automatically increased. You can do the same. If you are making videos about stuff and you don’t feel that you are the world expert, then interview the world expert. Their happy to do it, they’ll love it, because they don’t know how to make video. So just do it.
Dr George: Video is engaging. It introduces people, it educates, and it greatly reduces litigation. Really reduces litigation, it can increase it if you do it wrong. So, follow the upper guidelines. Sarah talked about the upper guidelines yesterday and the slides will be available.
Dr George: That’s fine, but there’s lots of stuff that you can do. Say for example, how to get prep. Why should I chose those words? Because that’s what people are typing in. How to get prep in Melbourne. So, of course I’m going to title the video of that and the page that I embed that video on. I’m going to absolutely call that “how to get prep in Melbourne”. Then, I’m going to make sure I include the words “how to get prep in Melbourne” in the actual page. So, I make the video, I upload it. I go to rev.com, get the video transcribed and then I go to the blog and put an image in. Just one tablet every morning, prep works. I try to do the Viagra thing, because it’s a blue tablet, so you can kind of steal Viagra’s advertising and use it.
Dr George: Introduction, I’m a prep doctor, I want to talk briefly about prep in Melbourne. I’m looking for that target thing, put in the video. You kind of getting how all this works? It’s all very straight forward, so yeah. Add the video to the blog, link the words that you have … the description of the video. Make sure you have a link to the blog page inside the description of the video, because YouTube’s owned by Google, so you want to have links in there. Add the transcription and then hit publish. Then you just Tweet it, Pin it, Facebook it, [kior 00:47:14], whatever. Go out there and share it, share it, share it. As I said, make sure you get listed on Google maps, because that’s super important. So, that’s the basics of how I do posts and why I do posts. The ethos behind why I build websites.
Dr George: If I can get the interwebs to work … That’s not the one I want. The healthy … come on keyboard … The healthy bear dot com. Pray for me. Pray for me Jesus. Give me interwebs.
Dr George: This is the basics of what I do, and I do it again and again and again. This guy here, Bruce Richmond, international expert on the fact that if somebody’s on treatment for HIV that it’s not transmissible. The minute that I heard that he was coming to Melbourne, I contacted the people from positive living Victoria and said, “I need to interview this guy, can you make it happen”, and they did. Sat down with him for 10 minutes. Asked him interesting questions that he’d never been asked before and when I met him, I researched him, so I was able to go, “And, I understand that you are the most interesting HIV positive person listed for 2018 from POZ Magazine.” And he goes, “ho ho ho ho, that was funny, wasn’t it.” I said, “but you are an interesting person”, import fact one, two, three, and just then just got him to talk. It’s really easy, interviewing people is a great thing.
Dr George: Testicular cancer, the minute that I saw this advertisement I knew, “ah this is great I’ve got to share this.” Friends of mine have had … Can you get gonorrhoea from kissing? You can. So, why don’t I tell people about that? I don’t particularly care that gonorrhoea can be transmitted from kissing. What I care about is that their throat should be swabbed. A lot of people, when they got to get an STI screening, they’ll declare that they’re gay and the only thing that they get given is HIV. When they really need a full comprehensive suite of testing. So, I wrote a manifesto on how to be a healthy sexual citizen. So, these are all the fun things you can do.
Dr George: Think in your market, what’s some really unusual ways that you can share this information and make it interesting for your people. So yeah, that’s the basics of what I do.
Audience: Do you sleep?
Dr George: Do I sleep? [crosstalk 00:49:42] Sometimes.
Audience: You are teaching, or travelling, and clinician, and-
Dr George: I work three days a week. That’s it. That’s my limit. More than three days, I’m cranky. When I get home I do a lot of homey kind of things, but literally these blog posts take me half an hour to do.
Dr George: Think about your job in marketing. In medicine, our job in marketing is to either teach them something that’s going to improve their health, or make them book an appointment. That’s the sole role of our websites, is to teach, or make them book an appointment. That’s were we need to be at. So, think about that role, right. But, this is how I cut my teeth, was just learning those skills, and it’s just a practise skill. Practise, practise, practise, and it’s fun and literally once you’ve got this down right, you can whip these out in half an hour. It’s all stuff that you automatically know. Treat it like, explain like I’m five. If you can explain it to a five your old, then it means that you know your stuff. It’s really, really easy.
Dr George: For a little … If you would like to do the training, this is the link. You’ll receive that. Just so you … but, yes?
Audience: How do you spell S-L-S?
Dr George: S-L-S? As in Secure …
Audience: Yeah, after [inaudible 00:51:16]
Dr George: No. I’m not exchanging money for anything, I don’t need it.
Audience: I guess you get higher up, Google potentially looks at that.
Dr George: Maybe, kind of. The certification certificate is really only important if you are doing enterprise and you’re selling something and taking credit card details, and stuff like that. But for the sort of blogs that I need, I genuinely don’t need it, to be honest.
Dr George: Generally I will not be acquiring anybody’s information that’s so important. But, that said, with the new legislation, if anybody was to sign up to my mailing list, or something like that. I use aweber.com and that is a secure site. So, the little part of the sign up from is passed over in a secure bi-frame, so that’s secured. So, data exchange information is done through a secure portal, but if you honestly believe that the difference between being number one and being number 48 on Google is a certificate, you’re listening to the wrong person.
Dr George: Google looks at multiple things. It looks at home long somebody spends on your page. Why do I make videos? It makes people sit on the page longer. Why do I put a link to an internal page underneath that? Because if forces them deeper into the website. The deeper that they go into the website, the more useful thinks it is. The worst thing that you can ever have in Google is somebody open your page and then hit the back button. That’s considered a bounce and if you have a high bounce rate, Google just goes, “Well, your sites crap.” So, you want to encourage people to stay on your pages. That’s were video is helpful, it encourages people to stay on the page. But, writing really useful information encourages people to stay on your page as well. Written in a way that, if explained to a five year old, that’s really good.
Dr George: This actually training programme, just so you know, it was like three months of procrastination and lack of sleep, but I actually managed to do it. That whole persona thing, that’s a whole section on video creation, video equipment, using an iPhone, Camtasia, teach all of that. Creating the web presence, web hosting, all of that sort of stuff. It’s all there.
Audience: Is it’s not [inaudible 00:53:34].
Dr George: Isn’t it? Oh, I’m sorry. Oh, I am. It’s beautiful, it all looked great. How do I do that?
Dr George: [crosstalk 00:53:46]
Dr George: I don’t either.
Dr George: Marketing for doctors. Dot tips … tips … forward slash branding. N-D-I-N-G dash Fiji.
Audience: So George, do you see that [inaudible 00:54:13]. So, I found the perfect … what’s perfect for my logo. I did find it on Google images and how do I … My preference would be find the artist with copyright and pay them to use it.
Dr George: Yeah.
Audience: Would this … How do I, can I?
Dr George: Look at the image, find out where it’s hosted, so do a Google image search. Find out where the image is hosted. Try and find the original owner of the image. If you can’t then use it as inspiration. When you get the designer in say, “I would like it to look in a similar way to this image, but not the same.” That’s how I would do it. And don’t go to Fiverr.com for your logos because they’ll just give you something they’ve ripped off somebody else. For artists, Fiverr.com is a terrible because basically what’s it … People like me come in and say, I want you to build a whole website for five bucks, and you can image the quality that you get for five bucks. If I do a website for somebody I charge between 10 and 30 thousand dollars. But, it’s a website that will get them ranking number one at Google for their area and their keywords that they want.
Audience: You make websites as well?
Dr George: Yeah. I do. I don’t do it very often because I found that the clients can be very … I made the most beautiful website. It was so functional and that, and the first thing they said was, “Well, it’s a bit plain, can you make it more colourful?” I said, “Sure, I’m make it colourful.” They wanted flashing blocks of text. I’m like, oh my God. It’s like being in the ’80s. So, from the artistic perspective it sometimes is tricky, but from an SEO perspective I make sure that everything that I do is optimised. I’ve paid close to $400,000 to be certified as a Google expert. I kind of know what I’m doing.
Audience: So you not only do this, but you’re certified to be a Google expert, huh?
Dr George: Yep. I’m SEO certified.
Audience: What does it mean by that?
Dr George: What it means is that I’ve done all of the [inaudible 00:56:18] training so that when I do websites they rank really well in Google. I can come into a market that’s hyper competitive and I can make sure that that will rank on the first page of Google, usually within a month to two months. If it’s not a hyper competitive market, say for example GP’s Clifton Hill, I can just come in and just go, “Here you go, there’s your front page listing.” But, it’s fun and for me it’s a game. It’s like a sport. I really enjoy it.
Dr George: As I was saying, there’s that person stuff. This persona stuff is really, really important and I walk you through exactly how I find out the content that’s needed to be created. Video creation, the equipment that I use, how I use iPhones, Camtasia. A whole section on creating the website and that includes free hosting at Google, free with blogger. Or, free hosting at wordpress.com. Setting up the social media. And, I have about seven more lessons that I’m adding in there as well. Like the image optimise and stuff like that. I’m reluctant to add the image optimization to early, because people … It’s actually a really powerful strategy and I don’t want people going to crazy on it, because it could become less powerful, so that’s why.
Dr George: You seem like most people, you can do it. You know you’re not in the same market as me unless you’re targeting gay men. You don’t want to see the sort of videos that I’m optimising for gay men, or at least for gonorrhoea.
Audience: [inaudible 00:57:56]
Dr George: Yeah, but the other thing is that if you see interesting things, photos, images, anything like that in consult, ask the patient permission and use that image because it’s great. Like when I’m recording videos I try to record as many videos at work as I can because I’ve got a generic medical background. So, I always like to make that there’s like an [inaudible 00:58:17] scope, or a something in the background because it looks medical. Thinking about those little subtle things is really good as well, so if you’ve got those. Why do chiropractors where white coats? Because they want to look like a doctor. That’s why they were the white coat in the advertising and stuff like that. The irony is that doctors won’t wear a white coat anymore because it’s a germ fest.
Dr George: Does anyone have any questions? I covered a lot of stuff and I apologise for that.
Dr George: Yes?
Audience: What are [inaudible 00:58:52] I spoke to a few of these new … Talk about putting themselves into the public forum and getting quite nervous about wanting to make sure that what they say is absolutely correct and helping know that the attention they’re going to attract and potential criticism from [inaudible 00:59:08] in particular. What advice do you have for the people?
Dr George: Well, the first thing is, everything that I do I run by the [inaudible 00:59:20] mail test. Would I be happy if the [inaudible 00:59:25] mail wrote about me in this article? And if they did, if I’m even a little bit concerned, I won’t do it. Or, I’ll reword it. Remember, you do not want to be treating anybody. You do not want to be diagnosing anybody, all you want to do is give good quality information that is safe and sound and medically based.
Dr George: Which is a lot better than what you are seeing lately. I’ve got a slide of a bloke who says, “I’ve just come back from Spain, I was drinking three litres of vodka a day in Spain and now I’ve got this really bad pain in my stomach, and I faint when I go to stand up. What do you think I should do?” The guy had a hot peptic ulcer right, he was bleeding into his gut. But the advice that he was given was peppermint tea. Have you tried porridge? My advice was, “Dude, go to a damn hospital.” It sounds like you’ve got a peptic ulcer that probably needs … I didn’t say peptic ulcer, I just said, It sounds medically significant, go to a damn hospital. Only give good quality information that you would be proud to be put on a billboard with your photo beside. That’s key number one.
Dr George: As for people who don’t like what I do. I don’t care. I’m sitting in business class, I don’t care if they sit in economy whining about me, I honestly don’t care. You have to get that way.
Audience: [inaudible 01:00:47]
Dr George: I have people … Yeah, I really don’t mind. If people aren’t liking what I do, that’s great, because then they’re not doing it. I’m an acquired taste. I’m the coffee and if you are a tea drinker then that’s okay. I’ll drink tea with you and I’m welcoming with open arms, but nobody’s got a gun. Nobody’s has to do what I do. The less people that do it, the better it is for me, because there’s less competition than. And, if you’re doing it, it’s so unusual.
Dr George: What does the standard medical website look like? It’s like this is the front of my place, this is my receptionist, this is my fee schedule, this is my $2,000 ultrasound machine. The average punter doesn’t care how much you paid for the ultrasound machine, they care that you told the baby was alive. That’s what they care about. They care that the receptionist smiled at them when they came up to the front desk. They care that they didn’t have to wait 45 minutes to see the doctor. The colour of your wallpaper, people can spend so much energy worrying about the colour of their wallpaper when really they should be training their staff to be friendly. You know, that’s where the money should be spent.
Dr George: People get caught up in this whole, “Oh no, I have to do what David Jones is doing.” David Jones has got a lot of money and they’re really bad at advertising. Like a lot of the people that spend a lot of money, they’re spending a lot of money because they’re really bad at it. And their going for brand presence and stuff like that and they’re not useful or anything like that. A lot of it’s just silliness. Like those stupid KFC buckets on people’s heads. What a horrible waste of paper and resources, and money, and stuff like that. I suppose if that’s how you sell fried chicken, but I looked at that and I was going, “Why are people wearing buckets on their heads?” That doesn’t make me want to eat chicken or buy chips with chicken salt. That’s weird.
Audience: George, can you take your … I didn’t have any answer, so I’ll just ask you. Can you take your video thingy and make it into a podcast?
Dr George: You sure can. You just extract the sound and turn it into a podcast. Say for example, a video can turned into hundreds of things. It can be turned into text, it can be turned into a slide show, it can be turned into a podcast, it can be turned into an mp3. So, already, from one 90 second video you’ve got six or seven different modalities. You can turn it into a pdf, a downloadable pdf that you can put onto a pdf storage site that you could put links into it that would give extra buoyancy to your site.
Dr George: There’s so many additional things that you can do with video and that’s what’s great. You just extract the sound, extract the images, turn it into a slideshow, embed the video into a Google site and then from the Google site you can actually go crazy town with all of this. But, the key point is embed the video into your site. That’s the first thing. Embed your Google map into your site because when you’ve got your Google map in your site, then it proves to Google that you’re a real person and the website’s a real person. That they’re proud to put their name to it.
Dr George: I don’t suppose that answers your question as well. You need to … When you hit publish you need to be proud of it. You need to proud and happy to put your name against it. The minute you’ve got those, “ugh”, don’t do it because you’ll regret it. You may not regret it straight away, but three years later you may regret it.
Audience: I think the first time it may take a while to get something that you’re happy with and get some drops and eventually and then eventually your confidence goes up.
Dr George: Stop doing drops. Start getting published.
Audience: [crosstalk 01:04:26] I think George has demonstrated beautifully today, like know your topic, go. Just do it because the more you think about it, the more you wordsmith it, the more you nuance it, the more you … Oh my gosh I double check and where’s my references … [crosstalk 01:04:41]. You’ve lost the spontaneity in the moment. So George just-
Dr George: The other reason that I do video is because I have the most appalling English. You know how I ran that adult site? People honestly believed that I was Filipino. They believed that I was Filipino because my English was so bad. Because my written text is terrible. My grammar is appalling, and it’s gotten better. But video’s the reason that I can do it, because my grammar is so appalling.
Audience: I find it really hard to do in writing, to explain something to someone, but that’s why I never write email to make a complaint or feedback. I will need to talk on the phone or in person with my words, because I can’t express without my arms and legs and movement.
Dr George: Yeah, yeah. You’re naturally a kinesthetic person. Yeah, that’s good, but I’m here til Tuesday morning so if you’ve got questions like that I’m more than happy to answer them. Grab me. I did a little one-on-one branding session with somebody yesterday. I think that she’s going to go forward with a really cool concept, so I want to help with … You guys have come a long way. None of us are going scuba diving. So, ugh, rage. But anyway.
Audience: Thank you.
Dr George: Thank you for coming.
Audience: Thank you.
This was a presentation at GP13 Perth where I talk about my role as a leader and doctor for Camp Quality Australia.
As doctors we are in a position where we can afford to take time away to donate our services. I highly recommend taking time, 1-2 weeks per year, and donating service to people who benefit.
This was a presentation for Australian Practice Managers Association 2015 where I talk about the process I use for rapid website development.
I also cover SEO and how to structure websites so they are highly optimised in the eye of Google.
This talk is an example of how you can engage with your community by literally “meeting your market where they are at”.
This talk was part of Men’s Health Week 2016 and involved presenting in the middle of one of Australia’s biggest hardware chains – Bunnings.
This talk ended out netting new patients as well as increased community connection in the local area.
Have you considered offering free talks for your community?
Today I wanted to share one of my favourite books that not only covers marketing but also my passion – serving a community.
The premise of the book is that we all have a passion, a story to tell, something that when shared can make a difference to another person.
From a review by MJ Garcia:
Finally, a leader with a servants heart details the step-by-step plan for anyone who wishes to share their message, story, passion or legacy on a grande luxe scale!!
What is great about this book is that the “blueprint” of what to do and how to do it are clearly and methodically laid out for you. There is no hidden fluff or partial messages given. Often in books like this, the author tells you what you need to do and partially how to complete the tasks…if you wish to learn the rest of the message you must purchase “additional training material” from them. Not here! Brendon does a masterful job at giving the reader the whole recipe…start to finish!
As doctors we were naturally selected for this very reason, a drive to make a difference, to help people in their journey. For me this book was revolutionary.
For anyone that is passionate this is going to be the book that can help focus your message and get it out to as many people as you can help. This book is what changed the way I commit to medicine and how I serve my community.
My question to you would be, who do you wish to serve?