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Boosting Your Healthcare Podcast
Episode

Justin Knott, Co-Host and Speaker of the Patient Convert Podcast & CEO at Intrepy Healthcare Marketing

Boosting Your Healthcare Podcast

Podcasting: a digital tool that can be door-opening in healthcare.

In this episode, we hear from Justin Knott, co-host and speaker of the Patient Convert Podcast and CEO at Intrepy Healthcare Marketing, about his experience with the Patient Convert Podcast, which he shares with his wife, Kelley Knott. In it, they have focused on how to do a marketing job directed at patients to help physicians grow their practice on more than 70 episodes.

Justin discusses with Outcomes Rocket’s Host, Saul, algorithms, podcast streaming platforms, search engine optimization, paid ads, and keywords, among other digital marketing tools to consider when creating a podcast. He talks about two main challenges and keys to success in podcasting: consistency and booking. And how success with this show has opened many doors and brought opportunities in healthcare.

Tune in to this episode to learn about how the inner works of podcast marketing and its success can bring many opportunities!

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Boosting Your Healthcare Podcast

About Justin Knott:

Justin Knott is a medical marketing expert and CEO of Intrepy Healthcare Marketing. He works with medical practices and healthcare organizations to tell their stories, promotes their procedures and specialties, and develops patient-centric marketing strategies that attract and retain patients. Justin’s expertise lies in marketing strategy, SEO, and paid ads. He regularly speaks and contributes to national publications on various digital marketing topics.

 

Outcomes Rocket_PodcastSwap_Justin Knott: Audio automatically transcribed by Sonix

Outcomes Rocket_PodcastSwap_Justin Knott: this mp3 audio file was automatically transcribed by Sonix with the best speech-to-text algorithms. This transcript may contain errors.

Saul Marquez:
Hey everybody, Saul Marquez with the Outcomes Rocket. Welcome back to the podcast. Today I have a treat for you, and I also want to mention, so in the next few months, I’m going to be doing a lot more promotion of amazing podcasts in healthcare. And so you’re going to be learning really about healthcare leaders, but also about amazing healthcare podcasters. So that’s what today is about, and that, I want to introduce the amazing Justin Knott. He’s a medical marketing expert and the CEO of Intropy healthcare Marketing. He works with medical practices and healthcare organizations to tell their stories. He promotes their procedures and specialties and develops patient-centric marketing strategies that attract and retain patients. Justin’s expertise lies in marketing strategy, SEO, and paid ads, and he speaks regularly on national publications and various digital marketing topics that he’s amazing at. Justin, so glad that you’re here with us.

Justin Knott:
Yeah, thanks for having me Saul. I’ve been listening to your podcast for a long time. You’re really one of the early pioneers in the space, so it’s really good to be on. I really appreciate you having me on today.

Saul Marquez:
Oh, my God, it’s my pleasure. So, Justin, tell us about your podcast. What do you cover and why did you start doing it?

Justin Knott:
Yeah, absolutely. So like you said, it’s the Patient Convert podcast is the name of it, my wife, Kelley Knott, which a lot of people know because of her large audience on LinkedIn and I started together. We actually kind of started it, we were going to do two different podcasts because she speaks a lot specifically on physician referral development, and then felt like we were doubling down on the amount of work. So we kind of.

Saul Marquez:
Backed out?

Justin Knott:
Recalibrated, rethought through it, renamed it, and launched in November of 2019. And kind of like any content thing, it was like both feet and we’ll figure this out as we go. So I did a lot of the audio engineering and everything, and what we’re primarily focusing on is helping educate physicians and practices on how to do a great job marketing to patients.

Saul Marquez:
Wow.

Justin Knott:
It’s such an intangible and murky place and I think a lot of people have done a bad job with healthcare marketing, so it’s really been tarnished and I think purposely made confusing, especially with terms like search engine optimization and programmatic display advertising and all the stuff. And especially for admins and doctors, at the end of the day, they’ve got a lot on their plate and they want to know what’s working, what’s not, how do we get more patients and how do we support the growth of our physicians and our practice and improve patient outcomes and care at the same time. So that’s what we’re really trying to do. We’re trying to speak in layman’s terms and really talk about case studies and in real-world examples of it at work, and then bring on experts, whether it’s physicians that are doing an incredible job developing their brand and thought leadership, or they’ve been a pioneer in a specific space or people like yourself that are breaking ground in mediums like podcasting, and just really bring on industries and leaders in the healthcare field to help physicians learn more about how to grow their practice.

Saul Marquez:
Man, I love this. Okay, quick question. Give me the name again, Justin.

Justin Knott:
Patient Convert Podcast.

Saul Marquez:
Love that, Patient Convert Podcast. And by the way, folks, if you’re doing amazing things in healthcare as a physician, you know, I honestly would say that if you’re not trying new things to obtain new patients or retain existing patients, it’s unethical. If you’re doing a great job and you’re not doing the best that you can to retain and obtain new patients, it’s unethical. And Justin, it sounds like you’re doing some pretty cool stuff as far as talking to people that are having success, talking about maybe how you guys are helping with that success as well. What’s the number one episode people should listen to or know more about on the Patient Convert Podcast?

Justin Knott:
That’s a good question. I think one that we did it’s episode 138. It’s called Local SEO for Healthcare Practices, and I think that’s one of several, but it’s a really good starting point because it really does break down what I think is probably one of the most confusing topics in healthcare, but should be one of the most simplistic, and that is how does Google work? What are the basics of improving your website and actually making it a revenue generator for the practice and increasing your rankings? Because everybody is always like, well, just give me that number one on Google. There’s more that goes into it than that, and I think we took a step back and looked at it from a 30,000-foot level and reverse engineered a little bit to help them understand how Google works, and that explains everything really that you need to know in terms of how SEO works.

Saul Marquez:
Boom, that’s huge. So folks right there, I mean, like this podcast was worth it for you. Go on the show notes, click on that podcast episode, we’ll leave a link to it. You’re going to want to listen to that for your practice, whether or not you’re a solo practice or your running practices for an IDN, it’s key. So thanks for sharing that value, Justin, huge. What’s the biggest lesson that you’ve learned through your podcast and the work you do there?

Justin Knott:
I think it’s a little bit of a two-parter. I think it’s a lot more work than people give it credit for, behind the scenes, even from getting good guests, like finding good guests is probably one of the most difficult things that we’ve struggled with. I think that and then the other one, which I’m not surprised by because it’s with anyone that’s having success in whatever content medium, it is creating a game plan to be consistent. And that’s why most podcasts and podcasters don’t survive and don’t thrive and don’t make it past I think it’s ten episodes. It is, you got to have a game plan to go out and be consistent, and that’s the number one pathway to success. It’s not really rocket science, is if you can create a loyal following. And that’s honestly been a back and forth struggle just with COVID and just having a baby and all of that is finding good guests, finding, carving out good time, and laying down content consistently. And I’d say that’s probably the biggest lesson that we learned, is that’s really what it takes when we’re having success, we’re doing it consistent, we’re releasing at the same time every Tuesday morning. We got good guests, we got it booked out in advance, that kind of stuff.

Saul Marquez:
That’s awesome, folks, how you do one thing, you do all things, and if you find a way to scale, there’s a lot of different cool ways to do it, it’s possible. So how many episodes in are you now?

Justin Knott:
We’re at, we’re closing in on the 70 mark. So we’re not at the century mark yet. So the goal is, again, to get back kind of consistently. We took about a six-month hiatus on the podcast, so we’re closing on 100.

Saul Marquez:
Hey, that’s awesome, kudos. I mean, that’s way beyond that nine episodes that people usually try and then just leave it, so kudos to you, man. That’s, you and your wife, that’s awesome. Hey, by the way, folks, I don’t know if you know this or not, and Justin, I don’t know if you know this, but if you’re looking for topics of interest on podcasting, if you go to Apple or Spotify or any of them, you don’t just necessarily have to look for a podcast. You can actually type in the things that you’re interested. So if you type in physician marketing and you scroll, you’ll actually going to find all the things, episodes on physician marketing. Or let’s just say you love a particular influencer, you type them in instead of looking for a podcast and you actually could find everything that you want on that. Did you know that?

Justin Knott:
No, that’s a really good tip, because it is hard sometimes to find what you’re looking for, so to speak, because it’s very predicated on jamming whatever keyword focus it is into the name of your podcast, if you don’t have that topically, you can get a little lost. And so that’s a really good tip actually in terms of finding good content.

Saul Marquez:
Yeah, so just think of the podcasting platforms folks as like a search engine, that literally, very effectively looks for topics across all podcasts. It is one of the best, I mean, I’m so passionate about podcasting, and Justin, I know you are too. So folks type in whatever you want to learn and all the podcasts will show up, the episodes will pop up, and it’s just an incredible way of doing it. Obviously, if you want physician marketing, check out Justin’s podcast, but there’s a lot on the podcast apps, use them that way, they’re designed that way, and I feel like the platforms don’t do a good enough job of educating us on how to use them.

Justin Knott:
I do have a question before we switch the gears, because of how experienced you are in the podcasting because the way my head works and being a marketer and SEO is really my first love, that was a whole new rabbit hole to go down when we launched the podcast is like, how do the algorithms work on Spotify and Apple from a positioning and being found standpoint? And so that’s even why if you look at ours on Apple, we have like Patient Convert Podcast, colon, Healthcare Marketing Podcast because it was trying to position us as quickly as we could in that space. So, any tips that you have for podcasters out there that would love to rank well on those mediums, whether it’s the description or reviews, what would you say are the number the top three things?

Saul Marquez:
I would tell you that people underestimate keywords in the show notes. So everybody’s emphasis goes to the title, but when the algorithm looks for content, it pulls from the show notes, too.

Justin Knott:
Huh, interesting.

Saul Marquez:
So you got to put relevant stuff that people that you’re trying to attract, listen to. You got to put it in there. So that’s top, right, in, as far as searchability. So make sure you put relevant things in the title because it pulls from there first and then make sure you’re putting things in the show notes. Honestly, I think that’s the best thing, there’s really, yeah, I mean, that’s just what you have to do. And then the second thing, which you’re doing, Justin, is just, create. Keep putting content out there because the more you have out there, the easier you’ll be found. It’s not as bad as Twitter, but with podcasting, if somebody subscribes to several different podcasts, the one that publishes most recently shows up more often, right? So it keeps showing up. So the more content you produce, the higher on top you’ll be with the actual listener, and the more often they’ll click on you and listen, and the more downloads you’ll get.

Justin Knott:
That makes a lot of sense. And then one more is, advice on getting people to those platforms from a, like, a universal link, magic link, something like that, because that’s difficult too. Like, do you send people to Apple? Do you send people to Google play? Do you send people to Spotify? Do you send people to your website? Like, how do you tackle that? There’s directions.

Saul Marquez:
Man, I’ll tell you, I don’t know the answer. What, I’ll tell you what I do, though. So what I have found because I do Google ads to bring people to the platform, I invest to grow the platform, right? And so I definitely do Google ads. And when I do ads, I send people to Spotify because if I don’t want to get hung up on do you have an iPhone or an Android?

Justin Knott:
Yeah, that does allow …

Saul Marquez:
Spotify is device agnostic. So that’s why I send people to Spotify. I’ve never sent anybody to Amazon just because they’re still working to get their stuff going, but there’s so many conflicts there as far as like where are you going to end up? I just send them to Spotify because of that.

Justin Knott:
I like that, that makes a lot of sense because then, yeah, you don’t have to worry about the device.

Saul Marquez:
Yeah, it’s a device-agnostic platform that will increase the follow-through on the click into the actual platform to listen.

Justin Knott:
That’s a good, good advice.

Saul Marquez:
Yeah, man. So podcasting is great for business. So can you share, Justin, how your podcast has helped you grow your business?

Justin Knott:
Yeah, absolutely. I mean, it’s, what I really love, even when we set out, there was a, podcasting has been around a long time, obviously, but I think it was a way underutilized medium. And our first kind of foyer into this type of thing was early on in our business, we were doing radio interviews, like internet radio interviews, and the people hosting those were paying an enormous amount of money as like heads of biz. dev. and that type to use it as a lead generator. And then as we ventured into podcasting, I saw it as a huge opportunity to get in front of board of directors for large orthopedic groups, CMOs at huge healthcare systems because most people aren’t going to say no to being on a podcast.

Saul Marquez:
Right.

Justin Knott:
And so you just, if you start a podcast, you can reach out to those people and they’re like, sure, I’ll come on and do an interview, and then you have an easy in when you got, when you start chatting after the podcast wraps or before. So I think that’s been the biggest thing is, is being strategic about obviously who we have on in guests to create a value for the listener but be for, kind of, our target people. And then I think it’s also opened up an avenue like we’re doing right now is to be a guest, and that’s honestly probably been just as door-opening and revenue-generating as the podcast itself is, having a podcast makes it easier to leverage being a guest on other people’s podcasts.

Saul Marquez:
That’s awesome.

Justin Knott:
And being a guest on a physician podcast that has tons of physicians listening to it is one of the easiest way to generate leads. So it’s been really profitable for us, just straight up as a content creation device, but it’s also opened doors on being able to be on other people’s podcasts.

Saul Marquez:
That’s awesome. Well, hey, you’re here, man, and we’re chatting.

Justin Knott:
Yeah, and you are about to be on our podcast.

Saul Marquez:
It worked, I know. I’m excited to be.

Justin Knott:
Absolutely.

Saul Marquez:
I’m excited to be on yours, too. Yeah, man, wow, awesome, thanks for sharing that. What a great tool, and kudos to you guys, and the name of the game is consistency. So folks, you guys have seen Justin, right? I mean, Justin’s got 70-plus episodes now and it’s paying for him and it’s establishing him as a thought leader. So, Justin, I’m excited to listen to some of your podcast and recommend it to friends, physician friends, so thanks for sharing today. What’s the best place to connect with you and learn more?

Justin Knott:
Yeah, for sure, Linkedin, where I’m very active on LinkedIn. So is my wife who is the co-host Kelley, K E L L E Y. But yeah, just going on LinkedIn, Justin Knott. I’d love to connect and network. We share a lot of content on there too. And then our website, our agency website is Intrepy, I N T R E P Y, Intrepy.com, and you can find out more information kind of what we’re doing there, there’s case studies and everything, but I love to connect with people on LinkedIn.

Saul Marquez:
Love it. Justin, appreciate you jumping on, and looking forward to staying in touch.

Justin Knott:
Awesome, thank you Saul for having me.

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Things You’ll Learn:

  • The Patient Convert Podcast is a podcast hosted by Justin and Kelly Knott and it seeks to help educate physicians and practices on how to do a great job marketing to patients.
  • If you’re looking for topics of interest in podcasting, you can type said topics on podcast streaming platforms and you’ll find all the podcasts and episodes related to them.
  • When it comes to keywords, make sure you put relevant things in the title and show notes because search engines pull from there.
  • Consistency is key if you have a podcast. 
  • The more content your show has, the easier it’ll be found.
  • Spotify is a device-agnostic platform, meaning it will be available independent from operating systems like iOS or Android.

 

Resources:

  • Connect and follow Justin Knott on LinkedIn 
  • Follow Patient Convert Podcast on LinkedIn
  • Listen to the Patient Convert Podcast Here
  • Listen to Patient Convert Podcast’s Episode 138
  • Follow Intrepy Healthcare Marketing on LinkedIn
  • Discover the Intrepy Healthcare Marketing Website

 

 

This episode is brought to you by Provider Solutions and Development, the leaders in physician and APC recruitment that deliver top-tier candidates for the right roles. Visit info.PSDconnect.org/outcomesrocket to start the conversation today, get tailored support and dedicated recruitment and efforts that lead to provider retention and longevity.