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Marketing The Expert Brand


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Lesson #7: CORE Lesson #7 – Become The Source

About This Lesson

Instructions coming soon..


Action Items

  1. Create 3 specific strategies for further enhancing your message as the SOURCE.
  2. Be very strategic about the marketing company you are using (if you are using one), and make sure they understand your brand and what you want to be known for. Remember being all things to all people really means being nothing to no one.

Full Video Transcript / MP3

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Hey, what's up everybody? This is Dr. Steve Schluentz, and I want to welcome you to the last video of Module 9, which is, as you know at this point, Marketing the Expert Brand. We're going to talk about becoming the source. This is Tenant 7, and this is going to be a short and impactful video about how now to use the first six things that you've done to craft your message, and now become more omnipresent. Become the source, become the go-to person in your market, in your community, maybe in your state or region about what it is you do.

And I'm going to give you a personal story about how impactful this can be. Okay? So, if you have a specific thing, not think. I'm sorry. This is in real-time. A specific thing you want to be known for, your Blue Ocean, you have to find ways to constantly bombard your area with that. Right?

A lot of doctors kind of get this misconstrued. Listen, as you're building out your Blue Ocean, you're always going to have components of "Red Ocean" in your practice. You could go completely away from that. I wouldn't recommend you start that way. Because if any blip happens, it becomes very hard to get beyond that blip. So let's say your practice is down or whatever, there's certain fallback options in your practice that you can always go to.

But what you're trying to do here is literally buildup this little specialty you have and get it bigger, and bigger, and bigger, and bigger. And eventually, you're going to be able to determine how much of that you want to do, and how much of that you don't want to do. Right? There's certain limits. I actually couldn't do enough full mouth cases per month. I could, but I don't necessarily want to. Right? If I'm doing any more than two full mouth cases a month, I can get burnt-out pretty quick, so I know as a practice owner and provider that that's kind of my limit.

So two full mouth cases with the practice that I currently have is not probably going to be able to sustain the entire practice, and I still have to do other things in my practice. But I've constantly worked on how do I become more and more the TMJ, TMD guy in my area. Right? And so what I've done is I started to say, "Okay, well, this is what I want to do, and this is what I want to be known for."

And now, for me, it's even more about education of patients and helping people understand the role that TMJ and TMD can play in their lives, their airway, how they breathe, how they sleep, all of those things. Right? They get encapsulated in this idea of awareness now for the patient. So what I do is I use podcasts, and interviews, and journals, and SEO on the Blue Ocean, etc.

Especially for me podcast is a big thing. I have a podcast for dentists, but I also have on podcast... I've done podcasts for other providers about how important TMJ, TMD awareness is for patients, and those podcasts are speaking to patients. And what's interesting is when I did one, I had two people reach out to me and almost immediately. One was in Wyoming trying to find dentists in her area that took care of TMJ and TMD the way that I did.

She said, "You know it's really hard to actually get to North Carolina, but if you know anyone, that would be great." Now I know that podcast influenced her level of thinking. I know that it impacted her, and she's trying to find answers now, which is phenomenal. And another person reached out to me via Facebook after that podcast and said, "Oh my gosh, this was unbelievable. I don't even know... Where do I find further help? And this has been affecting me my whole life."

So podcasts are very, very important. Now I can take that podcast interview and actually project it to my patients. If you have an email list, you can send that to your email list. You can send that to your patients. You can direct your patients towards our podcast. You could say, "Hey, Dr. Steve did a podcast for this chiropractor in Wyoming. This is a national podcast. We encourage you to listen to this, and if you have any of these symptoms, we want you to come back to us because we want to be able to help you."

You see how powerful that can be? That could be an hour long presentation that now they can listen to in the comfort of their own home. They're going to think it's cool because their dentist is on a podcast that's projected nationally. And now they're going to come back and say, "Oh my gosh, I didn't even know you did that. Let's talk more about all these symptoms that I'm having."

So you're using other platforms to become the source. The go-to guy, the go-to girl in your area when it comes to what it is you do, and then you can take these things and now project them through Instagram, and Facebook. You can do Facebook Lives. You can do Instagram Stories or Instagram Lives, and you can buildup these educational pieces on that Blue Ocean that you're trying to cultivate and grow.

This is how you market that. Because if you try to only do one avenue, and you don't have all these other bits and pieces, it probably will fail. So I encourage you to start getting out there and talking about the things that you're passionate about in dentistry. People are listening.

So your action steps is, one, create three specific strategies for further enhancing your message as the source, whether it's Facebook, Instagram, SEO, doing podcasts. Whatever that is, create three specific strategies for further enhancing your message as the source. And, two, be very strategic about the marketing company you're using if you're using one, and make sure they understand your brand, of what you want to be known for. Remember, being all things to all people really means being nothing to no one.

My view always, and it's been very difficult for me to find marketing companies that understand this. I want to market to my ideal patient, so I need to make sure that everything about my marketing strategy is speaking to my ideal patient, and if I keep that in mind, I know then that my marketing will be at the maximum effectiveness for my ideal patient. I don't want every patient coming to my practice. It doesn't serve the practice. It doesn't serve me. It doesn't serve the patients that I'm trying to impact, and it doesn't serve the practice overall.

So you need to make sure that the company that you use and the marketing company understands what your brand is all about, understands who you're targeting, and is willing to work with you. And if they're not, it probably is not going to be a good long-term fit.

So hopefully you're getting value out of all these videos. Module 9 was short, impactful. Hopefully you're going to be able to use this. Supplement what you're doing. I'm not saying ditch your marketing efforts entirely. So start to think differently about how you're marketing. Think long-term, play for the long-term game, and when you do that over, and over, and over and use these tenants that I've outlined in Module 9, you will see a significant difference in the long-term effectiveness of your marketing.