evergreen patient attraction - home page welcome - …€¦ · · 2016-09-25evergreen patient...

Evergreen Patient Attractionand Practice Growth Workbook

A 30-Day Action Plan

Keith Rhys

© 2016 Keith Rhys Strategic Media | WWW.EVERGREENAUDIENCE.COM / WWW.KEITHRHYS.COM 2

Evergreen Patient Attractionand Practice Growth WorkbookA 30-Day Action Plan

Introduction

Inside the pages of this workbook is a brief overview of a powerful and proven formula for getting your personal brand and website ready for attracting new patients and growing your practice in a sustainably Evergreen way.

Please keep in mind as you read through this workbook that I’ve purposely kept each exercise short and focused, to give you something tangible and actionable to begin with. The full Evergreen Audience course — as well as my regular Q and As and webinars as part of that course — go into much more detail on all of these steps, should you require more assistance.

How this workbook is structured

It’s my intention that this workbook will give you everything you need to implement a successful 30-day plan for attracting more patients to your practice.

As you’ll soon discover, this workbook is designed with three increasingly in-depth “tiers” of information to take you deeper into my patient attraction system for practitioners:

1. This workbook is the simplest, most straightforward and focused version of my system for patient attraction.

2. In addition, you’ll see several pages I point to on my website for you to read more in-depth instruction on how to implement that particular step.

3. Finally, where appropriate, I point to additional content inside Evergreen Audience, the full course, only for those who want to take their practice growth to the next level.

First, let’s explode a few popular myths about patient attraction . . .

As you read the next few pages, I expect you’ll be relieved to discover this program isn’t populated with all those trendy instant practice growth success tactics everyone else seems to promise. You know the ones:

— Those promising you can throw up Facebook ads and generate “instant leads filling your practice with patients!”

— Or, my favorite: “how to write sales emails that practically force complete strangers to pick up the phone and call you to schedule an appointment!”

As a health practitioner, you already know the reason why these tactics always fail: it’s the same reason your patients fail at achieving their health goals when they come to you after having tried the “Lose 30 lbs with the Easy Ice Cream Diet!” they read on some “health blog.”

What we cover in this workbook, instead, is a thoughtful, rational, and practitioner field-tested formula for building a strong practice by attracting your ideal patients: Not overnight, but most certainly a lot faster than any other methods.


And unlike those methods I mention above, when you employ these Evergreen principles from the beginning, every additional Evergreen step you take from then on moves you closer to your own exponential growth cycle Chris Kresser and I talked about on our webinar.

The simple truth about patient marketing is this: It is NOT about you beating the bushes (or Facebook) and finding patients. Genuine growth is instead about you taking the necessary steps so that patients easily find (and choose) you. This is a significant difference in focus — as well as results.

Week One/Step One: Determine the phase and intent of your practitioner website

Most practitioner websites will naturally pass through four phases. Some practitioners attempt to jump ahead of the natural practitioner site growth curve, and create a visually attractive site that only serves to confuse the very people they want most to attract.

How and why does this happen?

The success of your website comes down to the intention of your website. The less clear your intentions are, the more confused your visitors are.

The intention of your site should be connected to two objectives:

•Theneedsofyourbusiness (Grow practice? Grow subscribers?)

•Theneedsofthevisitorsyouaredrivingtoyoursite(What do you want and need them to do, first? Work with you? Read your emails? Buy your products?)

The Four Phases of the Practitioner Site are:

Phase 1 site: Primary intent is to attract patients and fill your practice.

Phase 2 site: Primary intent is to transition and attempt to carefully balance patient attraction and reader/subscriber attraction.

Phase 3 site: Primary intent is now readers and subscribers, with an intentional secondary focus on getting patients.

Phase 4 site: The “Celebrity Site:” Focus is on doctor’s celebrity status.

On the following pages, I show you actual examples of each phase, as Chris Kresser passed through them.


Phase 1 site: Primary intent is to attract patients and fill your practice. You want to position yourself as an authority for your patients.

Chris Kresser, First Site Iteration

Phase 2 site: Primary intent is to transition, and attempt to carefully balance patient attraction and reader/subscriber attraction.

Chris Kresser, Second Site Iteration


Phase 3 site: Primary intent is now readers and subscribers, with an intentional secondary focus on getting patients. You want to position yourself as an authority for your readers. (If you’ve followed the Evergreen Principles outlined in the course, you will have a patient waiting list by phase 3. In fact, the page I’m showing you here was a temporary page we used to grow Chris’ patient waiting list to several months. Once that was achieved, we switched back to a pure balanced Phase 3 site).

Chris Kresser, Third Site Iteration

Phase 4 site: The “Celebrity Site:” Focus is on doctor’s celebrity status. Large, glossy photos of doctor. Only recommended for doctors who’ve achieved a wide enough press footprint to send people searching in Google for you, by your name.

Here, Chris Kresser perfectly blends what’s called the “hero box” image of himself with what matters most to site visitors: his valuable solution-based content.

Chris Kresser, Fourth Site Iteration


Do you have or want to build a phase one site?

If your primary objective right now is to build your practice and attract patients, it’s perfectly okay to focus all your efforts and intention on a phase one doctor site. Let’s be honest: Until most practitioners build a full, vibrant practice, they typically won’t have the energy or time to focus on doing much else.

If you build that Phase One patient attraction site following Evergreen principles, then your online platform is naturally primed and ready to move to the next natural iteration when you and your practice are.

Do you have a phase two or three site?

For my phase 2 and 3 readers, Evergreen Audience will take you naturally to your organic next phase for you: whether that be email list growth, content and product asset creation, etc.

This workbook summary is intended for phase one patient attraction.

I would like my website to be the following phase, with clear pathways to attract the following audience:

The reason I go into so much detail on the four phases in the Evergreen Audience course is because this is the single biggest mistake most practitioners make on their web platforms: Often without knowing, they’ll attempt to throw too much onto their website: cramming it with offers for patients, offers for readers, and sometimes even products. Unless done very carefully and strategically, this is a mistake, as your visitors don’t know what to do first, and often leave without doing anything.

EVERGREEN TIP:


Week One/Step Two: Determine your next iterative niche

It always surprises practitioners when I tell them that determining their niche is not a one time task. This fact remains true, regardless of how far along your niche may be right now.

Rather, your niche is an ongoing iterative choice, most often in response to your readers and buyers over time. You will be continually refining and focusing your niche and “iteratively” positioning yourself, your practice, and your products in cycles, very organically over time. And this is perfectly natural! In fact, every health practitioner client I’ve ever worked with — no matter how advanced — had to tweak their niche to the next level — no matter how advanced they thought that niche was when we first met.

The key for you is to decide now, and choose now the best responses for you in this moment that answer the questions presented in this niche venn diagram:

Remember this is all iterative: wherever you’re beginning right now is good enough to take your next iterative steps. If this isn’t the “perfect” niche for you, you will know soon enough, and you will tweak (or iterate) to your next phase.

EVERGREEN TIP:


Right now, I think the ideal intersection between my passions, the solutions I provide for clients/patients, and what my audience actually wants is the following:

Yes, this exercise is very basic. Yet, even if you have a niche already, these focusing questions will continuously help you re-focus and refine your niche. In the majority of cases, this is enough to begin writing valuable content worthy of drawing your patients to you.

Please also keep in mind that inside the full Evergreen Audience course you’ll find comprehensive steps to take your niche as deep as you’d like, complete with in-depth audience research techniques to help you really get inside the minds of your most desired audience.

EVERGREEN TIP:

What’s the point of a niche, anyway?

Defining your niche determines whose needs you’re going to focus on, first. When that person discovers your site the first time, they know they’ve found their solution.

When people arrive on your site, they have to also be able to think within moments; “Yes, this doctor has the exact expertise and solutions I’m looking for.”

People rarely go online and just type in a vague, general term like “functional medicine.” Most people have a specific problem they’re trying to solve and they are going to choose a practitioner who looks like they know how to solve that particular problem.

For example, a woman with postpartum depression who doesn’t want to take the anti-depressants her doctor prescribed may search for ‘natural healing postpartum depression.’ If this woman is among your desired ideal audience, yet she finds your site and your niched topics and content don’t match her needs, she’ll just leave.

If this woman is among your desired ideal audience, she may indeed find your site. But if your your topics or your content don’t match her needs, she’ll just leave. She may have found you, but she won’t choose you.


Week Two/Step Three: Create the “Content Assets” your audience needs to read most

My clients have proven that creating consistent content helped them not only get more patients, consistently, but build waiting lists.

Consistent content will help you get more patients, too. How?

Let’s begin with a few questions:

— If you could clone your perfect patient, and keep those kinds of patients returning, over and over again, wouldn’t you want that?

— Or would you prefer to just keep attracting whomever answers a random ad or attends a “free webinar,” and cross your fingers, hoping for the best?

Yes, the answer is obvious. And I’m here to help you not only clone your ideal patient, but to help you create a system to generate as many of those patients as you want.

Big promise? It’s a promise I enthusiastically stand behind, because I’ve helped my doctor clients and students create that kind of patient-generating machine, over and over again.

Understanding how your content assets fit into the client, patient, and reader attraction big picture first requires a basic understanding of how patients today search for and find their doctors.

For now, let’s focus on the content you need to generate to attract patients:

1. Content for your three important website pages, as outlined in Step Four, found on page 11.

2. Several articles/posts representing your expertise on your niche topics you identified above.

I’ve reprinted the complete article on how your patients find you online at my site. Read the rest of this full article online at:

www.KeithRhys.com/PatientsNeedContent

In this article, you’ll discover:

•Thefourstagesyouraverageprospectivepatientpassesthroughontheirwaytofindingadoctor.

•Thetwopagestheycheckfirstoncethey’vearrivedatyoursitetodecideifthey’llstickaround,ornot.

What are the best topics to write about?

Ask yourself this: In order for a patient to know you’re unique, different, and can solve their problems, what do they need to know about you and about your niche topics? — Write those articles/posts.


More content resources to get you started:

Article: How to Write More Content More Often

http://keithrhys.com/how-to-write-more-content-more-often/


•Whyweoftenmakewritingcontentsodifficult,andhowtomakeitmuch,mucheasierandless time consuming

•Thepowerofyourinboxandpatientquestionstohelpyougeneratethebestcontentforyourwebsite

•HowtofocusonTheOneMostImportantconcept

Article: The Seven Types Content

http://keithrhys.com/7-strategic-blogging-styles/


•There’smorethanonewaytogenerateuseful,compellingcontent—herearesevenmoreways,infact.

I think the five best topics I could write about that best highlight and reveal my patient expertise and my topic domain knowledge are:

The above articles and tips should be more than enough to get you started on your most important task: creating content. Should you want even more in-depth assistance to help you take your content creation to the next level, Course Two of Evergreen Audience (Evergreen Assets) dives into even more types of content, as well how to write regularly with a busy schedule, writing to your unique “structure style,” and more.

EVERGREEN TIP:


Week Three/Step Four: Focus on the three most important pages of your website

Your most important pages for patient attraction are:

•YourHomePage

•YourAboutPage

•YourLocal“landingpages”

There’s a lot that goes into each of these that we cover in-depth in the EvergreenAudience course, however for our purposes here, we’ll go over each briefly.

Home Page

While you’re growing an audience, visitors naturally gravitate to your home page first. (As you pass through the phases of the practitioner site in the future, more and more of your visitors will enter your site on interior content pages.)

Here’s an article on my site that covers your most important considerations on your website:

www.keithrhys.com/yourhomepage


•Thecriticalfirstsixseconds

•Whatyourvisitorswantmostfromyou

•Howtochooseoneprimaryvisitorfocusandtheoneactionyouwantthemtotake.

•Howtodetermineyourbestemailopt-instrategy.

About Page

Here’s an in-depth article on my website about the most important About page considerations, with a great visual example:

www.keithrhys.com/YourAboutPage


•WhyyourAboutpageisn’tactuallyaboutyou,atall

•Visualexampleanddiscussionofagreataboutpageyoucanfollow

•ThestructureoftheperfectAboutPage:4keypoints

•ThethreequestionstoaskyourselftohelpyoucomeupwithyourAboutpage


Local Landing Page

Here’s a comprehensive article on my website that covers the most important considerations for your local landing page, with a great visual example:

www.KeithRhys.com/LocalLandingPage


•Agreatlocallandingpageexampleandwhyitworkedsowelltobuildthisdoctor’swaitinglist

•Whentocreatemorethanonelocallandingpage

•TheimportanceofInboundlinksandPatientReviews

•Threevaluablelocallandingpageresources

Week Four/Step Five: Optimize your local landing page and content to attract your ideal patients

I keep the following page updated with the latest resources for you on how to optimize for Google local, and other Google resources as well — for users from beginner to advanced.

www.KeithRhys.com/GoogleLocalResources


•Threeresourcesfromsimpleoverviewtotechnical,fortheproficient.

•HowtoclaimyourGoogle“MyBusiness”page,andwhyit’simportant.

•Applemapsaddedresource.

Thanks for downloading this workbook. I hope it’s been a helpful introduction to the art of patient attraction online.

For lots more free information, and to subscribe for more valuable content for practitioners, please visit my site at:

www.keithrhys.com

And for comprehensive help on all of the topics covered in this workbook, please check out my course created for health practitioners:

www.EvergreenAudience.com

Thanks!

Keith

On the next page, I’ve provided a summary checklist of this program, to help keep you focused on the most important tasks.


My site has a clear focus on getting patients and doesn’t have a lot of other distractions like ebook offers, affiliate ads, and product sales, etc.

My site has a clear invitation to visitors who are considering becoming a patient - like, call this number, or fill out this form, or sign up for a free consultation.

I have chosen a specific niche - for now - that matches the needs of one group of patients that are ideal for me that I can pursue now.

I have clear messages on my main three pages about how my focus on my specific niche can help that audience with their specific problems.

I have created a local landing page according to Keith’s guidelines and optimized it so that Google can find it.

I have rewritten my about page based on Keith’s advice.

I have identified at least 4 topic areas - subjects I could write about for a long time every week if I had to. These categories are relevant and valuable to my ideal audience.

I have chosen the subject of at least one blog post for each of these categories and set aside time for writing daily or weekly as part of my regular routine from now on. I have committed to a schedule for publishing this content regularly on my site so that Google learns that I’m an active producer of fresh, valuable, unique, focused content.

I have claimed my Google business page and updated it with a message that expresses my niche expertise and solutions I offer within this new niche.

Patient Attraction Checklist

evergreen patient attraction - home page welcome - …€¦ · · 2016-09-25evergreen patient...

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