Sparks of Marketing for Healthcare

In this episode, I'm talking to Wendy Manganaro of Social Abundant Marketing. We discuss reputation management for healthcare practices--everything from Google reviews to how to deal with HIPAA on social media.

The key takeaway:

Word of mouth marketing today means getting Google reviews

For more training on digital marketing, at a deeper and more interactive level, join me in Everyday Marketing for healthcare Facebook group.  I go live every Thursday at 11AM CT, training you on a new digital marketing topic.

Follow me on Instagram and LinkedIn

Wendy Manganaro is a digital marketing strategist and founder of the boutique agency, Social Abundance Marketing. Whether Wendy is coaching dentists and doctors on the best strategy to bring new patients to their practice doors or being a medical office marketing project manager, Wendy leverages her unique marketing strategy skills and social media technical skills to create organic and paid leads to your medical facilities contact us page to uplevel a practices patient community.

When she’s not working, you can find Wendy spending time coloring, crafting, and thinking she cooks as well as Martha Stewart for her family.

I help healthcare practices and businesses stand out by telling your story on websites, emails and social media. When it comes to marketing, the greatest waste is an idea that fails to connect to its audience – not because it wasn’t a good idea but because it wasn’t packaged as a great story.

My goal is to help healthcare experts stand out with content marketing. I’ve worked in marketing communications for nearly 20 years and experienced firsthand the rapid pace of change in this space. I launched Sparkr Marketing to help you stay ahead in this age of information overload. I’ll help you filter through the countless marketing tactics to find the right ones to reach your target market. Most importantly, I help your business stay true to your story.

Listen on iTunes

BIG NEWS on the podcast today! I have a new idea that I can’t let go. I'm SO excited that I have to share💡

But it’s still in the works right now, so listen up and please be kind 😉

​Here’s the backstory…

I’ve noticed 3 big challenges with social media for clinicians.

1. You have no time for marketing!
2. Your social media needs to be authentic. Sharing generic social media posts about healthcare is a waste of your time and money. Your audience wants (and needs!) to hear from you because you’re the expert and the reason they choose your practice.
3. Monthly social media help is expensive. Stock photo REALLY doesn’t fly on social media anymore. But having someone make you fun Canva designs is expensive. And hiring a monthly marketing consultant is really expensive.

​The more I heard about your struggles, the more my wheels began turning.

I started to see a way where we could…

🤔 Make social media for clinicians easy, authentic AND affordable by forming a partnership. What if my team and I create monthly fill-in-the-blank captions for you (think Mad Libs for social media)? And then you’d be able to customize those to add in your expertise and personality.

🤔 And what if we create monthly Canva templates for social media and other practice marketing materials? You'd be able to customize those and look like you have a whole marketing team!

Like I said, it’s still in the works. But you see the potential right?

The vision is there. And that’s why I’d love to extend an early invitation to you. I want you to be part of this… especially if you’re willing to help me shape this idea.

​Meaning, if you join me as a founding member and you’re willing to help contribute ideas on how we can make this THE best place to support clinicians on social media, I’m willing to extend a very favorable “founding member” price.

​When I offer this to the general public, I anticipate the starting price for this to be somewhere in the neighborhood of $47 per month.​

(which will be a no brainer given that we’ll be helping people create consistent social media content).

Here’s the best part though…

Join me today as a founding member and your price will be $36 per month. AND… you’ll be locked into that founding member price for as long as you remain a member.

So even when we do roll this out to the general public at the higher price, your price will always be the founding member price.

The goal is to officially launch this in August.

​So between now and then, things will be happening fast and furious based on the ideas flowing back and forth between founding members.

I'm confident this club will help more clinicians easily create consistent and authentic social media content. It all begins here today.​

Join me by becoming a founding member.

All you need to do is simply join is DM me on Instagram or email me at [email protected]

Here’s to your success and the success of our new community!

For more training on digital marketing, at a deeper and more interactive level, join me in Everyday Marketing for healthcare Facebook group.  I go live every Thursday at 11AM CT, training you on a new digital marketing topic.

Follow me on Instagram and LinkedIn

About Wendy:

I help clinicians grow your practice with content marketing on websites, emails and social media. When it comes to marketing, the greatest waste is an idea that fails to connect to its audience – not because it wasn’t a good idea but because it wasn’t packaged as a great story.

My goal is to help healthcare experts stand out with content marketing. I’ve worked in marketing communications for nearly 20 years and experienced firsthand the rapid pace of change in this space. I launched Sparkr Marketing to help you stay ahead in this age of information overload. I’ll help you filter through the countless marketing tactics to find the right ones to reach your target market. Most importantly, I help you stay true to your story.

When it comes to healthcare stories in your marketing, the best ones win the hearts and minds of your audience. And in 2021, authentic marketing is the trend.

But when authenticity is the marketing buzz word, where does that leave clinicians whose profession is built upon boundaries and confidentiality?

The simple answer is it depends.

In 2021 the boundaries between work and home life are blurred in a way that’s not likely to ever change back. Even for therapists and physicians, telehealth visits mean that patients might be viewing you providers in you home environment.

The fact that we all have a life outside of work is no longer something we hide, and for most of us, this is a relief.

Plus, last summer’s Black Lives Matter protests further raised widespread demand for authenticity from even small business owners. Clients and patients expect transparency and authenticity from the brands they buy and even the healthcare practices and facilities they use.

I like to think of marketing stories for clinicians in four categories. The first two are about the personality parts of you that you bring to your work. The second two are about the professional stories that set you apart. Both categories matter when it comes to attracting your audience.

Why: These are stories of why you do this work. For some this might be your purpose with a capital “P.” Maybe there’s one big thing that makes you get up each day and pursue the work you do. This is you if you had an incident where you or your loved one were sick or struggled and you knew then you’d grow up to work to heal others.

If you don’t have that one big story that drives you, that’s okay too. You might have smaller stories that add up to your purpose. A teacher who sparked your interest in the field or a child who looks up to you for what you do. Sometimes the telling of these “smaller” stories will even lead you to the one big purpose story.

What: These are stories of what you bring to your work that’s uniquely you. I like to think of these as personality stories. People are attracted to people they like, and healthcare is no exception. These are the stories that make you likable. This could be bigger identity traits like your race, gender, religion or even that you’re a working mom. Or it can be your interests that make up your personality like running, cooking or gardening.

Training and expertise certainly matter, but most people prefer a clinician they simply like and relate to.

How: These are the stories of how you do this work. What sets you apart from every other clinician in your area? These are the stories of what you struggled through to learn in your field, the research you did or are doing. How you developed your framework or approach to helping patients to clients. The way you think about the your work that’s different than others in your field.

For what purpose: These are the stories that explain where you are going. To what end is it all for? These are the stories of the results you achieve. Depending on your field, you may or may not be able to share specific stories. A pediatrician, physical therapist or dentist can certainly share specific stories and even photos or videos of results (with a signed HIPAA compliant form). A mental health therapist surely can’t share specific results, but you can share stories about what’s the meaning of your work. You can also share general stories. For example, you could illustrate how you help people with anxiety in general.

Think of your life in chunks of five or 10 years. Write down everything you can remember in that time. If it’s something you’re willing to share, see if you can tie a message about how you help or something your audience needs to hear around that story.

I also recommend thinking of every challenge or objection your target audience faces. Identify a time that you faced that challenge and how you overcame it. Identify how you helped others overcome those challenges or objections. This can include your patients or your friends or family.

• Was there a moment when everything changed? (Connect that to how you can change something for your audience)
• What was some important lessons I learned and when was the moment I learned it? (Connect that to how you help your audience learn or practice this lesson)
• What was something important you accomplished and what did it take to do it? (Connect that to how you help your audience get there)
• What was something you hard you still managed to learn and what was that like for you? (Connect that to how it helps you show empathy)
• What was something really special for you as a kid and why? (Connect that to a way you make an experience working with you more pleasant)
• When was a time when you didn’t have the right tools you needed? (Connect that to how you ensure your audience does have the tools they need)
• When was a time someone went out of their way to help you? (Connect that to how you help others)
• When did you feel most proud to be doing this work? (Connect to how you are grateful to your audience)
• When did you feel you were meant to do this? (Connect to how you help others)

Once you have a story, it’s important that you describe the moment in time so that your audience can picture the scene. Share small details like the name of the teacher, the car model or the breed of the dog you found. Then, tie the end of the story to an important message for your audience. You can usually find a few messages that work for each story so that you can reuse the story.

The more you tell stories, the easier this gets. You’ll hone your skills as you continually draw your audience in.

For more training on digital marketing, at a deeper and more interactive level, join me in Everyday Marketing for health providers Facebook group.  I go live every Thursday at 10:30AM CT, training you on a new digital marketing topic.

Follow me on Instagram and LinkedIn

About Wendy:

I help clinicians stand out by telling their story on websites, emails and social media. When it comes to marketing, the greatest waste is an idea that fails to connect to its audience – not because it wasn’t a good idea but because it wasn’t packaged as a great story.

My goal is to help healthcare experts stand out with content marketing. I’ve worked in marketing communications for nearly 20 years and experienced firsthand the rapid pace of change in this space. I launched Sparkr Marketing to help you stay ahead in this age of information overload. I’ll help you filter through the countless marketing tactics to find the right ones to reach your target market. Most importantly, I help you stay true to your story.

📧 Want to gather stories but don’t have the time? That’s what we do. Let’s talk!

Everybody needs to know how to write. Even clinicians.

Writing opens doors, quite literally when you're building a practice or healthcare business. It's key to creating content that reaches your audience on email, social media, and blogs.

Even if you do get help with your marketing content, it should reflect your voice, personality and subject matter expertise.

About Wendy:

I help clinicians stand out with content marketing on websites, emails and social media. When it comes to marketing, the greatest waste is an idea that fails to connect to its audience – not because it wasn’t a good idea but because it wasn’t packaged as a great story.

My goal is to help health and wellness experts stand out with content marketing. I’ve worked in marketing communications for nearly 20 years and experienced firsthand the rapid pace of change in this space. I launched Sparkr Marketing to help you stay ahead in this age of information overload. I’ll help you filter through the countless marketing tactics to find the right ones to reach your target market. Most importantly, I help your business stay true to your story.

For more training on digital marketing, at a deeper and more interactive level, join me in Everyday Marketing for health providers Facebook group.  I go live every Thursday at 10:30AM CT, training you on a new digital marketing topic.

Follow me on Instagram and LinkedIn

Want to talk strategy for your business? Be in touch! Let’s talk.

If you run Facebook ads for your healthcare business or practice now or in the future (hint, you should!), you've likely heard rumors about the Apple iOS changes that will affect Facebook ads. Even if you don't run ads, these changes will soon affect Google ads as well.

I talked about preparing for this update in episode 37 by focusing on growing organically on social media. Michele gives you the details on the technical parts for your ads.

She also assures us that the sky isn't falling on small businesses. One thing you can count on in digital marketing is change. And like other changes in Facebook ads in the past, it usually ends up being better for consumers. Isn't this what we ultimately want?

Listen up, whether you run ads or not, because Michele drops a bunch of tips that will help your organic content perform better no matter what.

About Michele

Michele Caruana helps business owners create simple marketing systems that feel effortless, so they can spend more time doing what they LOVE in their business. She offers loads of helpful tips and tools for running Facebook ads on her website here

Grab her checklist on what you have to do to get ready for the iOS update here

Check out Michele's Marketing Junkie podcast here.

I help service providers stand out by telling their story on websites, emails and social media. When it comes to marketing, the greatest waste is an idea that fails to connect to its audience – not because it wasn’t a good idea but because it wasn’t packaged as a great story.

My goal is to help health and wellness experts stand out with content marketing. I’ve worked in marketing communications for nearly 20 years and experienced firsthand the rapid pace of change in this space. I launched Sparkr Marketing to help you stay ahead in this age of information overload. I’ll help you filter through the countless marketing tactics to find the right ones to reach your target market. Most importantly, I help your business stay true to your story.

For more training on digital marketing, at a deeper and more interactive level, join me in Everyday Marketing for health providers Facebook group.  I go live every Thursday at 10:30AM CT, training you on a new digital marketing topic.

Follow me on Instagram and LinkedIn

Want to talk strategy for your business? Be in touch! Let’s talk.

Did you ever think about writing a book at some point in your life or career? This week's podcast features my conversation with Laura Gale on writing a business book, reading and on writing in general. We discuss tips for getting started and how to improve your writing, whether you're working on a book or even an Instagram caption.

Laura offers keys to becoming a better writer (hint, first become a reader!), how to generate ideas and how to overcome writer's block.

On Writing: A memoir of the craft by Stephen King

Big Magic by Elizabeth Gilbert

On Writing Well by William Zinsser

Bird by Bird by Anne Lamott

About Laura

Laura Gale got her start as a publicist for Hachette, a global publishing house, and worked on projects like the Twilight phenomenon, JK Rowling's post-Harry Potter publications, and the personal memoirs of Michael Palin, Nelson Mandela and Tina Fey.

She started Laura Is Writing to help entrepreneurs to write, publish and market books that transform their businesses and leave a legacy they're proud of. She has ghostwritten over 15 books and has helped dozens of authors to edit and market their books.

Laura is also the author of 'How To Write This Book: Write, Publish and Market Your Business Bestseller' and 'Content That Converts: How to Build A Profitable and Predictable B2B Content Marketing Strategy'. Both books were bestsellers in Amazon's Marketing category for several months. She is also the co-host of the Business of Writing Podcast.

Born and raised in Sydney, Australia, Laura now lives in Lisbon, Portugal.

For more training on digital marketing, at a deeper and more interactive level, join me in Everyday Marketing for health providers Facebook group.  I go live every Thursday at 10:30AM CT, training you on a new digital marketing topic.

Follow me on Instagram and LinkedIn

About Wendy:

I help service providers stand out by telling their story on websites, emails and social media. When it comes to marketing, the greatest waste is an idea that fails to connect to its audience – not because it wasn’t a good idea but because it wasn’t packaged as a great story.

My goal is to help health and wellness experts stand out with content marketing. I’ve worked in marketing communications for nearly 20 years and experienced firsthand the rapid pace of change in this space. I launched Sparkr Marketing to help you stay ahead in this age of information overload. I’ll help you filter through the countless marketing tactics to find the right ones to reach your target market. Most importantly, I help your business stay true to your story.

As a busy healthcare provider, it's important that you stay involved in your content marketing and social media marketing. It used to work to just outsource all your social media marketing to a marketing agency or virtual assistant.

These days, though, when there is exponentially more content posted to social media, and it's harder than ever to get followers and engagement, generic content no longer works.

That doesn't mean you as a provider need to spend more time than you have posting to social media. But you should lend your subject matter expertise and personality to the content.

• Affordable ways to get help as a busy provider
• What parts of social media you should outsource
• What parts of your social media you should still be involved in

Check out episode 39 on how paying your kids to help you on your social media can help you save money on your taxes and help your kids gain experience and even earn wealth.

This 4-week group course is for busy providers (or your assistant!) to plan and schedule 12 months of social media content
Click here to learn more

Check out my Canva Starter Pack for Healthcare Providers here.

For more training on digital marketing, at a deeper and more interactive level, join me in Everyday Marketing for health providers Facebook group.  I go live every Thursday at 11AM CT, training you on a new digital marketing topic.

Follow me on Instagram and LinkedIn

About Wendy:

I help service providers stand out by telling their story on websites, emails and social media. When it comes to marketing, the greatest waste is an idea that fails to connect to its audience – not because it wasn’t a good idea but because it wasn’t packaged as a great story.

My goal is to help health and wellness experts stand out with content marketing. I’ve worked in marketing communications for nearly 20 years and experienced firsthand the rapid pace of change in this space. I launched Sparkr Marketing to help you stay ahead in this age of information overload. I’ll help you filter through the countless marketing tactics to find the right ones to reach your target market. Most importantly, I help your business stay true to your story.

Social media takes a lot or time that healthcare providers and business owners don't have. But outsourcing it all is expensive and often results in generic content. Listen to this episode for ways to get affordable help.

• Affordable ways to get help
• What parts of social media you should outsource
• What parts of your social media you should still be involved in

Check out episode 39 on how paying your kids to help you on your social media can help you save money on your taxes and help your kids gain experience and even earn wealth.

This 4-week group course is for busy providers (or your assistant!) to plan and schedule 12 months of social media content
Click here to learn more

Check out my Canva Starter Pack for Healthcare Providers here.

For more training on digital marketing, at a deeper and more interactive level, join me in Everyday Marketing for health providers Facebook group.  I go live every Thursday at 11AM CT, training you on a new digital marketing topic.

Follow me on Instagram and LinkedIn

About Wendy:

I help service providers stand out by telling their story on websites, emails and social media. When it comes to marketing, the greatest waste is an idea that fails to connect to its audience – not because it wasn’t a good idea but because it wasn’t packaged as a great story.

My goal is to help health and wellness experts stand out with content marketing. I’ve worked in marketing communications for nearly 20 years and experienced firsthand the rapid pace of change in this space. I launched Sparkr Marketing to help you stay ahead in this age of information overload. I’ll help you filter through the countless marketing tactics to find the right ones to reach your target market. Most importantly, I help your business stay true to your story.

Listen on iTunes

So...you're creating great content, getting engagement and still not getting new clients or patients from your social media efforts?

You might be missing the bridge to get your audience from trusting you to actually making a move and start working with you!

The discovery call can help you get more clients and grow your practice.

• When to ask a prospect to jump on a discovery call
• How long should the call be
• What you should discuss

EVERYDAY MARKETING BOOTCAMP OPENS MAY 4!
This 4-week group course is for busy providers (or your assistant!) to plan and schedule 12 months of social media content
Click here to learn more and join the waitlist

For more training on digital marketing, at a deeper and more interactive level, join me in Everyday Marketing for health providers Facebook group.  I go live every Thursday at 11AM CT, training you on a new digital marketing topic.

Follow me on Instagram and LinkedIn

About Wendy:

I help service providers stand out by telling their story on websites, emails and social media. When it comes to marketing, the greatest waste is an idea that fails to connect to its audience – not because it wasn’t a good idea but because it wasn’t packaged as a great story.

My goal is to help health and wellness experts stand out with content marketing. I’ve worked in marketing communications for nearly 20 years and experienced firsthand the rapid pace of change in this space. I launched Sparkr Marketing to help you stay ahead in this age of information overload. I’ll help you filter through the countless marketing tactics to find the right ones to reach your target market. Most importantly, I help your business stay true to your story.

If you need help managing your social media, the digital natives living under your roof might just be more perfect than you could imagine. 

Listen on this episode to my conversation with CFO Adam Knihtila as we discuss how hiring your kids as young as age eight can help your business. You'll get much-needed help on the age-appropriate tasks they can handle, they get real-life work experience, and you save money on your taxes. Your kids don't pay taxes until they reach $4000. This means that if your kids start buying some of their own necessities with that job income...your buying their shoes with pre-tax dollars.

Sounds pretty good, right? Listen up.

About Adam

Adam Knihtila is a Virtual CFO and Accounting Firm Owner who translates finances into English. He has experience working with many industries but his talents and passions lie in helping small business owners make more money!

Knowing the steps to set up your business, price your services, and keep more of your revenue in your pocket are the advantages that he provides to his clients. He’ll take some of the biggest things you HATE off of your plate: processing payroll taxes and forms, bookkeeping, and filing your income taxes. He then goes one step beyond and creates a customized tax plan that fits YOU, YOUR business, and YOUR goals and helps you implement, track, and revise those goals as necessary. Plus, he has been known to tell a dad joke, sing the lowest notes you have ever heard (think Marvin Gaye mixed with James Earl Jones), and spend his free time on the nearest golf course or watching his favorite football team, the Minnesota Vikings.

For more training on digital marketing, at a deeper and more interactive level, join me in Everyday Marketing for health providers Facebook group.  I go live every Thursday at 10:30AM CT, training you on a new digital marketing topic.

Follow me on Instagram and LinkedIn

About Wendy:

I help service providers stand out by telling their story on websites, emails and social media. When it comes to marketing, the greatest waste is an idea that fails to connect to its audience – not because it wasn’t a good idea but because it wasn’t packaged as a great story.

My goal is to help health and wellness experts stand out with content marketing. I’ve worked in marketing communications for nearly 20 years and experienced firsthand the rapid pace of change in this space. I launched Sparkr Marketing to help you stay ahead in this age of information overload. I’ll help you filter through the countless marketing tactics to find the right ones to reach your target market. Most importantly, I help your business stay true to your story.

Want to talk strategy for your business? Be in touch! Let’s talk.