Episode 2: When 'Marketing' Feels Like a Bad Word, Do This Instead
“Why do people decide to do what they decide? It’s fascinating,” says Uli Iserloh from Big Boost Marketing. In this week’s episode of The Catalyst, Uli shares the four buckets of functional medicine marketing that can help functional practitioners reach more clients.
Uli explains that marketing must be approached differently for integrative and functional medicine because the general public does not have an understanding of what functional medicine is. The marketing is a lot less straightforward than traditional medicine and the typical patient requires more education to be motivated to make the switch.
Uli discovered that there are four buckets that need to be filled to help increase discovery calls and, in turn, get more patients in the door. These buckets are providing niche-specific clinical education and general functional medicine education, overcoming objections, and presenting success stories.
Tune into this week’s episode of The Catalyst for a conversation with host Dr. Lara Salyer and special guest Uli Iserloh about easy steps you can take to improve your marketing strategy. Learn more about the four buckets and how to incorporate them into your website and social media pages.
About Uli Iserloh, Founder/CEO of Big Boost Marketing:
As a marketing technologist and certified Ontraport/Infusionsoft/Clickfunnels consultant, Uli Iserloh has been advising entrepreneurs and organizations on marketing strategy and marketing technology for over 17 years — specializing in building automated marketing systems that position practitioners as the go-to experts in their community.
After 10 years in the pharmaceutical industry, he founded Big Boost Marketing, an award-winning digital marketing agency serving many of today’s Functional Medicine leaders.
He’s also the founder of Big Boost Media, an ebook publisher helping authors create and launch bestselling books, and serves as the COO of the Evolution of Medicine. He’s on the board of nearly a dozen companies, and regularly speaks on marketing automation and technology.
In This Episode We're Talking About:
- Using the right approach: Why marketing integrative & functional medicine requires an altogether different approach compared to regular medical marketing
- Discover the key ingredients to make your marketing more influential… and how to boost exposure for your content
- Learn why it’s not enough to just educate prospects, but also to motivate them to take action now
- The 4 content buckets you should fill with your educational content marketing)
- “Why do people decide to do what they decide? It’s fascinating. There’s a science behind it. It’s how you use words. Using the right words will make such a difference in how people feel about what you just said and what they’re doing. How do you get people to do anything? We’re talking about using your influential powers ethically. I don’t think there’s anything wrong with being as persuasive and influential as you can be about getting patient’s healthier. The first thing is really that patients need to decide that they want to get healthy. If they don’t decide they want tol get healthy, no amount of information will make a difference.” (16:42-17:21)
- “I found that there’s 4 buckets you need to fill, whether that’s on social media, on your website, in your email marketing, in your webinars, or in your discovery calls. Those are the 4 buckets that need to be filled so that people actually decide to partner with you. The goal is to get people to take action.” (17:24-18:02)
- “This is where we want to get people to. Get people educated on the vehicle of functional medicine and get people educated on “I deserve better, I want better, and I want to go there.’” (20:35-20:46)
- “If you really want to get healthy and you deep down know in 2 years or so, ‘I will take action,’ why not take action today? Why waste 2 years and get even sicker?” (23:08-23:18)
- “The first part is overcoming objections. The reason why people don’t get on a discovery call is they don’t understand what a discovery call is. No regular doctor has a discovery call. Your clients are wondering, ‘What the heck is this? Why is it free? If it’s free you’re going to try to sell me on something. I don’t want to be sold on it, so ergo let me not get on a discovery call.’ Unless you overcome the objections towards the discovery call, it is really hard to get people on the discovery call even though it’s free. ”(28:34-30:01)
- “What we do is very similar to what you do as an integrative functional medicine provider. You take people through a planning phase, then you move people into a care delivery phase, then you move people into ongoing support. We do exactly the same thing. I call it functional medicine marketing. We have a strategy phase where we’re understanding what is your unique expert positioning? Who are you? Who are your ideal clients? That is our part of the planning phase.” (52:13-54:10)
Links for this Episode:
Connect with Uli Iserloh:
Connect with Dr. Lara Salyer:
Thank You For Listening!
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About The Catalyst Host, Dr. Lara Salyer:
I worked as a family physician for 15 years until burnout changed the trajectory of my career. I realized I wanted to start a holistic functional medicine practice in my rural hometown and made it happen. In addition to practicing functional medicine, I now mentor practitioners who are looking to change their paths in healthcare by using what I refer to as the “Catalyst Roadmap”. I share each step of this framework with listeners so that they may apply it to their careers, relationships, personal goals, and projects.