Super Clinic Project Podcast

122- Unlock the Power of Video Content in your Clinic with Bonnie Bruderer

In this exciting episode of the Super Clinic Project Podcast, Jennifer Gligoric sits down with Bonnie Bruderer, CEO and founder of Binge Networks, to explore how clinic owners and entrepreneurs can leverage streaming platforms to amplify their message and grow their businesses. Bonnie, a Columbia University-degreed marketing strategist, shares her inspiring journey from life coach to media mogul, producing over 700 TV segments and building a multi-million-dollar streaming and licensing empire.

They discuss how even small-town clinic owners and service providers can create impactful video content and how there is a space for everyone. Bonnie provides actionable tips on creating professional content with minimal resources, the power of authentic storytelling, and how streaming media can transform businesses by showcasing their expertise and passion.

Key Takeaways:

• Why Streaming Media Matters: Learn how video content can help clinic owners build trust, share success stories, and attract new clients.
• Content Creation Made Simple: Bonnie explains how to create high-quality videos using just a ring light, an iPhone, and a compelling story.
• Distribution Opportunities: Discover how Binge Networks helps distribute content to platforms with millions of viewers, including licensing deals for educational and niche content.
• Success Stories: Hear how streaming transformed businesses, including a functional medicine doctor who gained international clients through video content.
• Free Consultation Offer: Bonnie is offering free consultations to help clinic owners go through ideas and develop a content distribution plan.

Memorable Quotes:

1. "Anyone can do this. You don’t have to be great on camera or have a huge following—you just need a passion and a story to tell." – Bonnie Bruderer
2. "Streaming platforms allow you to bypass traditional gatekeepers, sharing your message directly with millions of viewers who need it most." – Bonnie Bruderer
3. "With just a ring light, an iPhone, and authentic content, you can create something powerful that transforms lives and grows your business." – Bonnie Bruderer

Closing Thoughts:
This episode is a must-listen for anyone looking to harness the power of video content and streaming to transform their clinic or business. Whether you're just starting out or have a library of videos waiting to be seen, Bonnie's insights will inspire you to take the next step.

Connect with Us:

• Never miss a thing at superclinicproject.com

• Join our Free Skool community for access to a FREE consultation with Bonnie Bruderer.
• Subscribe, like, and share so everyone can hear these insights.
• Follow us on all major podcast platforms to never miss an episode!

121: Proven Marketing Strategies for Clinic Growth

Episode Summary:

In this episode of The Super Clinic Project Podcast, hosts Rory Morgan, Jennifer Gligoric, and Tracey Sundkvist continue their exploration of Marketing Strategy Part II. They dive deep into the essential elements of clinic marketing, including Root Cause, Proven Process, Core Offer, Price, and Vibe. This episode is packed with actionable insights to help clinic owners stand out, attract the right patients, and build a thriving practice.

Key Topics Discussed:

Root Cause:

• Learn how to educate patients about the deeper reasons behind their symptoms to build trust and encourage long-term commitment to care plans.

Proven Process:

• Discover how to create a unique, branded methodology that showcases your clinic’s expertise and differentiates your services.

Core Offer:

• Understand how to combine your promise and proven process into a high-ticket package that delivers transformative results for patients.

Pricing with Confidence:

• Explore strategies to present pricing effectively, offering full payment or financing options, while emphasizing the value of solving root causes.

 

Front-End Offers:

• Develop low-barrier entry points like challenges or jump-starts to attract new patients and introduce them to your ecosystem.

Vibe and Differentiators:

• Learn how to create a memorable patient experience by leaning into your clinic’s unique personality and turning it up to 11.

Memorable Quotes:

• "Patients don’t want quick fixes—they want to solve the root cause of their problems. It’s your job to educate them on why you’re the clinic to do it." – Rory Morgan

• "Your proven process should be something patients can’t shop around for. It’s your unique methodology that sets you apart." – Jennifer Gligoric

• "Turn your vibe up to 11. Fully commit to your clinic’s personality and create an experience that people won’t forget." – Tracey Sundkvist

Listener Engagement:

• Like, share, and review the podcast to help us reach more clinic owners like you.
• Follow us on all major podcast platforms to stay updated with new episodes.
• Join our Free Skool community and access a 14-day FREE trial of our Mastermind program at superclinicproject.com.

 

120: Building Trust and Authority: Digital Growth Strategies with Liana Zavo

 In this episode, Jennifer Gligoric hosts Liana Zavo, founder of Zavo Media PR Group. Liana shares her journey of overcoming challenges and building a global PR presence in 12 countries. The discussion highlights the importance of trust, credibility, and strategic positioning for clinic owners looking to scale their businesses and establish themselves as leaders in their field.

Key Takeaways:

1. Trust and Credibility:

• The Value of Vetting: Being featured on reputable platforms adds layers of trust. The more you’re vetted by independent sources, the more credible you appear to patients, partners, and collaborators.
• Building Layers of Trust: Appearances in media outlets signal to the public that you’ve been fact-checked and validated, which builds confidence in your expertise.

Pivotal Career Moments:

• Liana’s Journey: Recognized for her storytelling ability, Liana transitioned from styling to PR after being mentored and supported by a client. Her journey underscores the importance of ambition, grit, and leveraging opportunities.

Actionable Insights for Clinic Owners:

• Strategic Positioning: Establish yourself as a thought leader by crafting a compelling narrative and showcasing your expertise.
• Social Proof: Displaying "as seen on" badges and leveraging media appearances can differentiate your clinic and attract more patients, partners, and even top-tier staff.
• Focus on Impact: Your brand is not just about what you say but how you make others feel. Build connections by focusing on the value you bring to your audience.

Overcoming Barriers:

• Soft Skills vs. Credentials: Success often hinges on ambition, networking, and storytelling rather than formal qualifications.
• Start Small, Think Big: Begin with newsletters or articles if video content feels overwhelming. Gradually expand into more dynamic formats like video or podcasts.

The Impact of Credibility:

• Attracting Opportunities: Credibility opens doors to new patients, partnerships, and even top-tier hires. Vendors, investors, and potential collaborators are more likely to engage with clinics that demonstrate expertise and authority.

PR as a Growth Catalyst:

• Media Training and Placement: Liana explains the process of preparing clients for TV appearances and securing features in top publications. These efforts validate expertise and create conversation starters.
• Social Proof as a Differentiator: Clinics with visible credibility are more likely to attract patients and partners, even if their services are priced higher than competitors.

Liana’s Free Resource:

• Media Training Bootcamp: Liana offers a free PR and media training bootcamp available through the Super Clinic Project’s SKOOL group. This resource is designed to help clinic owners refine their messaging and build credibility.

Memorable Quotes:

• “Your brand is how you make others feel. It’s not what you say, but how you make them feel.” – Liana Zavo
• “The more you run, the more you’ve been vetted by independent other sources as well. It adds layers of trust.” – Liana Zavo
• “At the end of the day, it’s not about you or me. It’s about the value we’re bringing to the audience and the impact we’re making.” – Liana Zavo
• “Not everyone has the grit and the ambition to run a company. You need to have this delusional mindset that you can do it.” – Liana Zavo
• “If I Google you right now, what shows up? You need a strong online reputation because 82% of people will Google you before stepping foot in your location, signing a contract, or even calling you.” – Liana Zavo

Guest Highlight: Liana Zavo, founder of Zavo Media PR Group, specializes in PR and personal branding, helping professionals establish trust, credibility, and authority in their industries. Her expertise spans media training, storytelling, and global strategic positioning.

Call to Action:

• Join our SKOOL group for more from Liana Zavo
• Follow, like, and share the podcast at superclinicproject.com 
• Leave a 5-star review to help others discover valuable content.

119- Marketing Strategy - Person, Problem, Purpose, Promise

In this episode of The Super Clinic Project, hosts Rory Morgan, Jennifer Gligoric, and Tracey Sundkvist continue their deep dive into crafting a winning marketing strategy. This second part focuses on defining your purpose, promise, and the specific messaging needed to attract and retain your ideal patients. Whether you’re a clinic owner looking to refine your marketing or struggling to connect with your audience, this episode provides actionable steps to help you stand out in a competitive market.

Key Topics Discussed:

1. Purpose: The Foundation of Your Business

• Your purpose is the "why" behind your clinic. It’s what drives you and your team to show up every day.
• Example: Brand Lab Media’s purpose is to help small business owners achieve their dreams, which guides their marketing and operations.
• A clear purpose inspires your team, resonates with patients, and serves as the backbone of your marketing efforts.

2. Promise: Turning Purpose into a Commitment

• A promise is a concrete, actionable version of your purpose. It’s what you guarantee to deliver to your patients.
• Example: "We help middle-aged women turn back the clock and feel and look 10 years younger."
• Your promise should be specific, memorable, and directly address your audience’s needs. It’s the headline of your website and marketing materials.

3. The Power of Specific Messaging:

• Tailor your messaging to speak directly to your target audience's pain points and desires.
• Avoid generic or overly technical language. Focus on relatable, benefit-driven messaging.
  • Example: Instead of "We adjust the atlas for brainstem alignment," say, "Are you struggling with chronic neck pain and headaches that radiate to your arm?"
• Specificity builds trust and makes your marketing more effective.

4. Engaging Your Team and Audience:

• Train your team to communicate your purpose and promise in a way that excites and engages others.
• Example: Instead of saying, "I work for a chiropractor," a staff member could say, "We help people in San Diego live their best lives pain-free."

5. Gimmicky But Effective Promises:

• A promise can be slightly gimmicky as long as it’s clear and compelling.
  • Example: A pool service company’s "Green to Clean" promise directly addresses a common pain point and resonates with their audience.
• Clinics can adapt this by offering guarantees tied to their services, such as "Feel Better in 30 Days or Your Next Visit is Free."

Memorable Quotes:

• "Your promise is what you guarantee to the marketplace. It’s the headline that makes people say, 'Wow, tell me more.'" — Rory Morgan
• "If your team isn’t excited about your purpose, how can you expect your patients to be?" — Jennifer Gligoric
• "Specificity in your messaging is what turns casual interest into action." — Tracey Sundkvist

Listener Engagement:

• Share the Love: Refer a friend, post about the podcast on social media, and leave a 5-star review to help us reach more clinic owners like you.
• Join the Conversation: Visit superclinicproject.com to leave a voicemail or send in your questions. Your feedback could be featured in a future episode!
• Exclusive Resources: Join our SKOOL group for additional tools, resources, and community support.

 

118: Mastering Marketing Strategy: The 5 P's for Clinic Success

Episode Summary:

In this episode of The Super Clinic Project, hosts Rory Morgan, Jennifer Gligoric, and Tracey Sundkvist dive deep into the concept of marketing strategy and how clinic owners can use it to differentiate their businesses and dominate their markets. They break down the 5 P's of marketing—Product, People, Price, Place, and Promotion—to help clinic owners create a unique and effective strategy that sets them apart from competitors. Whether you're a clinic owner struggling to attract the right patients or looking to refine your approach, this episode provides actionable insights to help you thrive.

Key Topics Discussed:

The Importance of Marketing Strategy:

• Why copying competitors leads to commoditization and a "race to the bottom."
• How differentiation helps clinics become a "category of one," attracting ideal patients and increasing profitability.
• The role of strategic thinking in working smarter, not harder.

Breaking Down the 5 P's of Marketing:

• Product:

• Beyond treatments: Packaging services into unique offers (e.g., "8-Week Challenge") to avoid commoditization.
• Aligning features, advantages, and benefits with customer needs and wants.
• Positioning your product to make it incomparable to competitors.

• People:

• Two sides: Understanding your target audience and ensuring your team reflects your brand values.
• Examples of customer service strategies from Southwest Airlines, Chick-fil-A, and Dick’s Last Resort.
• Avoiding generic promises like "treating patients like family" and instead delivering a distinct customer experience.

• Price:

• Pricing strategies: High-end vs. budget-friendly vs. novelty pricing.
• Communicating value to justify higher prices and attract less demanding, loyal customers.
• Why offering fewer services at higher prices can lead to smarter, more profitable work.

Place:

• The impact of location and market positioning on customer perception.
• Examples include exclusive speakeasies and McDonald’s real estate strategy.
• Deciding between high, medium, and low service levels based on your business goals.

• Promotion:

• Broadening beyond digital ads: Direct mail, sponsorships, PR, and podcast guest appearances.
• The importance of developing a clear message and consistent branding.
• Why promotion is only one part of a broader marketing strategy.

Memorable Quotes:

• "When you're just copying, the only thing you really have different is price. And when your only difference is price, it's a complete race to the bottom." — Rory Morgan

• "ChatGPT can do your marketing strategy, but that isn’t going to help you. It can save you a ton of time, but you have to do the thinking part yourself." — Jennifer Gleigoric

• "Let’s not treat patients like family; let’s treat them better than family." — Tracey Sundkvist

Exclusive Resources for Listeners:

• Access free tools and resources through the Super Clinic Project SKOOL platform to help you implement the 5 P's of marketing in your clinic.
• Stay tuned for the next episode, where the hosts will guide you through creating a simplified marketing strategy document.

Listener Engagement:

• Like, share, and review the podcast to help other clinic owners discover these valuable insights.
• Share this episode with a friend who could benefit from learning about marketing strategy.

About Our Hosts:

Rory Morgan, Jennifer Gligoric, and Tracey Sundkvist are experts in helping cash-pay healthcare clinic owners scale their businesses. They specialize in strategies like Power Positioning, Perfect Ads, and Hypnotic Scripting to help clinics attract high-quality patients and achieve sustainable growth. Their mission is to empower clinic owners to thrive without needing elite networks or massive budgets.

 

 

117: Mastering Your Cash Flow For Freedom with Howard Polansky

Episode Summary:In this episode, host Jennifer Gligoric welcomes Howard Polansky, a dentist-turned-financial-coach, Navy veteran, and entrepreneur, who specializes in optimizing cash flow for business owners. Howard shares his journey from dentistry to financial coaching, emphasizing the importance of understanding cash flow to achieve financial freedom. He provides actionable insights, personal stories, and practical strategies to help clinic owners take control of their finances and thrive in both business and life.

Key Takeaways:

1. The Importance of Cash Flow

• Cash flow is the lifeblood of any business. Many clinic owners feel frustrated when accountants report profits, but their bank accounts don’t reflect it.

Debunking the Interest Rate Obsession

• It’s not the interest rate that matters most, but the balance of the debt.
• Howard shares strategies to manipulate debt balances to reduce interest payments efficiently, saving businesses thousands over time.

Leveraging Lines of Credit

• Lines of credit (LOC), such as business LOCs, credit cards, and home equity lines, are powerful tools when used strategically.
• Howard demonstrates how to use LOCs to crush debt balances, reduce interest, and create financial buffers for emergencies.

Howard’s Transformational Journey

• After a personal family crisis, Howard reevaluated his life and career, transitioning from dentistry to financial coaching.
• His unique system helped clients, like a dentist, pay off $800,000 in practice debt in just 7 months, saving $140,000 annually.

The New Rules of Finance

• Howard reveals an alternative financial system used by insiders, empowering clinic owners to play the game by design rather than default.
• Discipline, goal-setting, and understanding cash flow are essential to achieving financial freedom.

Memorable Quotes:

• “Your accountant speaks the dialect of the IRS, but you live in the real world—you can’t pay people with seashells and love.” – Howard Polansky
• “Stop obsessing over interest rates. Focus on the balance of the debt—it’s the real game-changer.” – Howard Polansky
• “A line of credit is not just a tool; it’s your financial buffer and your emergency fund.” – Howard Polansky
• “If life is this fragile and I’m unhappy with the path I’m on—burn the ships. It’s over.” – Howard Polansky
• “You can keep playing the game by default, or you can play by design. There are two sets of rules—choose the one that gets you where you want to go.” – Howard Polansky

Resources Mentioned:

• Howard Polansky’s Ebook: Learn more about cash flow optimization. 
• Super Clinic Project Free Skool: Access free training and resources at superclinicproject.com. 

Actionable Insights for Clinic Owners:

• Evaluate your current cash flow and identify areas where money is being inefficiently used.
• Consider leveraging a line of credit to reduce interest payments and create financial flexibility.
• Shift your mindset from obsessing over interest rates to focusing on debt balance manipulation.
• Set clear financial goals and take small, consistent actions daily to achieve them.

Connect with Us:

• Follow the podcast and access resources at superclinicproject.com.
• Email podcast@superclinicproject.com 

116: Fulfillment Strategies to Boost Retention & Revenue

Welcome to Episode 116 of The Super Clinic Project Podcast! In this episode, hosts Rory Morgan, Jennifer Gligoric, and Tracey Sundkvist dive deep into the client fulfillment journey and its pivotal role in patient retention, profitability, and scaling your clinic. By the end of this episode, you’ll have actionable strategies to retain patients longer and make your clinic more profitable.

 

Key Takeaways:

1. The Importance of the Fulfillment Journey

• Beyond the Sale: The patient journey doesn’t end after the sale; it continues throughout the lifecycle of the patient. Fulfillment is about delivering on promises and creating a valuable, connected experience.
• Avoiding the Commodity Trap: Clinics, especially Med Spas, often compete on price alone. Instead, focus on positioning yourself as a trusted advisor to the patient.

2. Metrics to Track for Fulfillment Success

• Patient Compliance: Measure the percentage of patients completing their care plan. Identify drop-off points (e.g., week 3 or 6) and implement education, support, and pre-framing to reduce fall-off.
• Lifetime Value (LTV): Focus on the total value each patient brings to the clinic over time, rather than just the patient visit average (PVA).
• 5-Star Reviews & Testimonials: Track the percentage of patients leaving reviews and capture video testimonials at key activation points when patients are happiest.
• Retention Metrics: Measure how many patients transition from completing their care plan to joining maintenance or VIP plans for recurring revenue.

3. Activation Points and Education

• Identify critical points in the patient journey (e.g., when results start showing or challenges arise) and integrate education or support to keep patients engaged.
• Examples:
  • For Med Spas: Educate about temporary side effects like hyperpigmentation during laser treatments to manage expectations.
  • For Chiropractic Clinics: Reinforce the importance of completing care plans even after initial pain relief.

4. Driving Referrals and Retention

• Referrals: The goal is for each patient to generate at least 1.1 referrals to ensure consistent growth without heavy marketing efforts.
• Retention Plans: Transition patients to ongoing wellness or VIP plans, such as monthly adjustments, skincare, or supplements, to maintain results and generate recurring revenue.

Memorable Quotes:

• "The patient journey doesn’t stop when they’re sold. It continues through the entire lifecycle of the patient." – Jennifer Gligoric
• "You want the patient to think, ‘Why on earth would I go anywhere else?’" – Rory Morgan
• "Tracking is not just about the numbers; it’s about the story they tell and the decisions you make because of them." – Tracey Sundkvist
• "The best businesses in the world aim for every patient to give at least 1.1 referrals—that’s the magic number for organic growth." – Rory Morgan
• "You’re not just selling a service; you’re building trust and creating a long-term relationship with your patients." – Jennifer Gligoric

Actionable Strategies:

• Track and Analyze Data: Use tools like spreadsheets to monitor patient compliance, lifetime value, and retention metrics. Let data inform your strategies.
• Systematize Processes: Create scripts, presentations, and automated follow-ups for patient education and activation points.
• Ask at the Right Time: Identify when patients are most satisfied and use that moment to request reviews, testimonials, and referrals.
• Simplify and Add Value: Focus on one core offer and bundle complementary services to create a cohesive patient experience.

Why This Matters:

Tracking fulfillment metrics and optimizing the patient journey not only improves patient satisfaction but also boosts referrals, retention, and revenue. These strategies ensure your clinic becomes a sustainable, scalable asset rather than just a job.

 

Connect with Us:

• Email: podcast@superclinicproject.com
• Follow us on Facebook, Instagram, X, and YouTube for more updates and go to our website then to our SKOOL portal for free resources!

Don’t Miss Out!

Subscribe to the Super Clinic Project Podcast and join us every week for actionable insights, expert advice, and proven strategies to grow your clinic and dominate your market.

115: Simplifying Finance for Clinic Growth with Tom Dillon of Frak Finance

Welcome to the Super Clinic Project Podcast, where we transform regular clinic owners into super clinic owners! In this episode, Jennifer Gligoric sits down with Tom Dillon, founder of Frak Finance and a seasoned fractional CFO. Tom’s expertise lies in simplifying finance, optimizing cash flow, and guiding businesses to achieve strategic growth and plan for successful exits. With a proven track record of scaling businesses and generating multimillion-dollar results, Tom shares actionable insights that clinic owners can apply today.

Key Discussion Points:

1. Introduction to Tom Dillon:

• Tom’s impressive background in finance and operations.
• The importance of simplifying financial data to make confident decisions.
• How Tom has helped businesses achieve 20-40% gains in single days and build multimillion-dollar investment sectors.

The Role of Data in Clinic Growth:

• Why clinic owners often feel overwhelmed by financial and operational data.
• The importance of focusing on both operational costs and top-line growth.
• How financial strategies align with sales and marketing efforts for clinic success.

Sales and Marketing: The Lifeblood of Clinics:

• Understanding the clinic’s sales funnel and optimizing every layer.
• Real-world examples of how tracking leads and abandoned appointments can boost revenue.
• The critical role of schedulers in ensuring patient flow and satisfaction.

Real-World Success Story:

• How Tom helped a boutique women’s fashion company double its return on ad spend (ROAS) from 2.1 to 4.3.
• The importance of identifying and fixing breakdowns in the sales funnel, such as abandoned carts and follow-ups.

Hiring Ahead of Growth:

• Why not hiring ahead of growth is the biggest financial mistake small business owners make.
• Overcoming fear and limiting beliefs to make confident hiring decisions.
• The importance of forecasting to build confidence in hiring decisions.

The Power of Forecasting and Predictability:

• How accurate forecast models provide visibility and confidence for growth decisions.
• The analogy of driving a car: Why looking at past financials (rearview mirror) isn’t enough—you need to look through the windshield.
• Building a 13-week cash flow model for weekly predictability.

Transitioning to Cash-Pay Models:

• The challenges of insurance-based models and the benefits of moving to cash-pay.
• Tom shares his father’s experience transitioning to a concierge care model, providing proactive care and better patient outcomes.
• Why cash-pay models allow clinics to innovate and provide higher-quality care.

Improving Financial Literacy:

• Understanding working capital, cash flow, and how they connect to marketing and sales funnels.
• Identifying where dollars invested in the business return value and fixing “leaking buckets.”
• The importance of tracking KPIs to assess clinic health and financial performance.

Key Quotes:

• “You can only cost-cut your way to profitability for so long. Growth has to be the focus.”  Tom Dillon
• “Looking at your financial P&L is like driving while staring at the rearview mirror—you need to look through the windshield.”  Tom Dillon
• “Hiring ahead of growth is the hardest thing to do, but it’s the best investment you can make in your business.” Tom Dillon
• “The numbers tell the story; they guide the decisions.”  Jennifer Gligoric

Resources and Offers:

• Learn more about Tom Dillon and Frak Finance at https://www.frakfinance.com/
• Join the Free Skool community for more insights and training.

Connect with Us:

• Email: podcast@superclinicproject.com
• superclinicproject.com

Tune in Next Week:

Join us as we dive into more strategies to help clinic owners scale their practices!