The Untethered Practice Blog

How to Leverage Webinars to Market Your Healthcare Practice - In: Masterclasses

In : Masterclasses Comments : 0 Author : Molly Richardson Date : 10 Sep 2019
webinars for health and wellness practitioners

There is a lot of information out there about WHY, HOW, and WHO should use webinars in marketing their business.

I’m sure you’ve heard about someone’s successful 6 figure launch using a webinar.

But I’d bet you DIDN’T hear about the 100 others who also ran a webinar during that same day or week and didn’t hit a home run.

And that was okay, because they got a single.

They earned 2-3x revenue and were ready to run another one 2-3 weeks later. I don’t know about you, but I would rather have a team of batters who get on base 50% of the time than 1 home run hitter.

Hit singles, get on base

Who Should Take Advantage of Webinar Marketing

First let’s hit on WHO webinars are best for:

  • Practitioners who have already established a brand and a name to their target audience (if you are new, you won’t see the best bang for your buck initially)
  • Practitioners who have multiple levels and types of offerings from small ticket DIY offers, to supplements, to medium priced group program, to high ticket 1-on-1 offerings.
  • Practitioners who offer cash-based and online programs.
  • Practitioners who have a list of clients and potential clients.
  • Practitioners who already have a decently full calendar of new client appointments.

Sound like you? Great. Keep reading.

If you DON’T check all these boxes, I’d recommend a discovery session with us to determine what the best next step is for you and your practice to hit your goals.

Next, here’s WHY, as a health practice, you should consider using a webinar in your marketing.

Why Use Webinars in Your Health Marketing?

The simple reason:

A webinar is a catalyst that can be leveraged at any stage of the buyer’s journey to move your potential client from one stage to the next.

Ok lets back up for a second and talk about the stages within the buyer’s journey.

Awareness: 

Typically a client has a specific set of symptoms or concerns and is looking to figure out what is going on, why, and how to solve it. 

They know something isn’t right, but they aren’t exactly sure might be the issue. 

To move people from the awareness stage into the next stage, webinars should

  1. Address likely scenarios within your specialty and
  2. Show how you can work with them to discover if that is, in fact, their health issue. 

Note: This stage may be complemented with lab testing. If you can offer lab tests and/or review their lab results together, that will help you leapfrog them past consideration and straight to decision.

Consideration: 

In this stage, clients are researching and discovering different options to either manage their symptoms or cure their root cause illness. 

Typically they do this through internet searches, asking for peer recommendations, and finding communities of others who have gone through something similar.

They discover there are a few different solutions:

  • at home or DIY
  • supplementation
  • group programs or
  • work 1-on-1 with a practitioner.

(Note: They could also do nothing!)

For this stage, your webinar should showcase examples of you helping others go through the process of healing through whichever methods works best for them and their budget.

Decision: 

In the decision stage, clients are—you guessed it—making a decision about what they are going to do about their symptoms/condition.

If they are in a lot of pain, discomfort and struggling greatly, they will try to make this decision quickly. 

However, if it is an annoyance, not greatly impacting them, or is something they’ve resigned to living with, they will  take longer to pull the trigger. 

For those in this stage, webinars should get them to take action by hitting specific pain points and the cost of doing nothing.

And it should highlight your differentiator as an expert in your field and your ability to address their symptoms, so that they choose you over all of their other options.

Most importantly, clearly address the next steps and what to expect in working with you.

Okay so now that you know you’re the right person and I’ve convinced you (if you weren’t already) WHY, let’s share some of the HOW…

How to Set Up a Webinar for Your Health Practice

Our Untethered Practice Blueprint operates off of 4 core pillars: Build, Nurture, Convert, and Scale. Each pillar is represented within a webinar offering.

Build:

Webinar trainings can be Live or On-Demand and there are many software tools out there that can facilitate either or both. 

Items you will need to obtain, create and set up:

  • Creative Assets
    • Testimonials/Case Studies
    • Your logo
    • Picture of you
    • Biography
    • Logos of “As Seen On,” Podcasts or Summits
  • Registration
    • Registration & Confirmation Page
    • Emails to send to your clients and potential clients for them to register
    • Nurture Emails
    • Reminder Emails/SMS (if Live)
    • Advertising Creative (if you have a budget to spend on ads)
  • The Presentation Itself
    • Slides w/content & call to action at end
    • Link for Call To Action
    • Live Webinar Software (we recommend Zoom.us)
    • On-Demand Recorded Video → Upload to YouTube and put on the Confirmation Page or separate Watch Page
  • Sales/Post-Webinar Conversion
    • Post Webinar Emails
    • Replay Page (if Live)

The biggest no-no here is doing an automated evergreen webinar, where clients believe the training is live, but it is just a recording.

While this works in other industries, it does not work in the Health and Wellness space… they just have too many questions and it will become apparent that it is not in fact live!

This will leave a bad taste in their mouth. If it is a recorded training, acknowledge it and share with them how they can ask questions if they have them (we recommend email or FB messenger).

Nurture:

In the webinar, you should start by sharing your journey, expertise and passion. 

The main purpose of the webinar should be to provide value, not to perform a 45 minute sales pitch! 

The content or education portion of your webinar should be about 20-30 minutes.

If live, add polls, ask them to type in the chat box frequently and respond live to their questions to get them to engage throughout the webinar.

When you first get started, collect a list of the people who attended but did not convert and personally reach out to them to see what they liked and didn’t like about the training and what you could do better. You MAY get sales this way, but the goal is to learn about how you can improve the webinar for next time.

Convert:

Always end the webinar with a call to action, whether it is a soft offer of a free consultation with you or a full sales pitch of your group program.

Share testimonials and case studies near the end before you close to help boost the conversion rate of your offer. 

Scale:

If you don’t have much spare time or you’re constantly finding yourself completely booked, you can sell your potential clients directly into your product/service.

This allows you to scale out of 1-on-1 selling, although your conversion rate will decrease, the uptick in volume should make it worthwhile.

If you are selling a group program, it will even help you scale out of 1-on-1 services.

Resources:

5 Apps I Use Every Day To Keep My Business Running Smoothly Use Retargeting as the Most Effective Way to Get New Patients