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Nov 8, 2016

Steven Wright Discusses Internet Branding and Marketing: From Nothing to a Waiting List of Clients

by Dr. Dan Kalish

This month Dr. Kalish has an interview with his good friend, health engineer and author, Steven Wright. Steven took the training program a few years ago, and started in 2009 with Jordan Reasoner. They’ve now sold over $7 million worth of products online. They’ve helped tens of thousands of people and created a platform, which is pretty remarkable. “I hope that today I can share some things about business and marketing to help you attract patients. There are more clients out there than even the full Kalish practitioner directory can handle now, but there’s a big disconnect between them finding you. That bridge that needs to be crossed really comes down to marketing. We’ve had over 500 practitioners go through the mentorship. Having lots of intimate talks with them, marketing is something they never want to think about. They just want to heal people and I totally get that. The reality of business today is that if you step outside the insurance model, you’re actually an entrepreneur as a practitioner. There are essentially 4 keys to getting a magnetic Internet brand set up. Whether you want to create a website for your physical practice, whether you want to have a hybrid physical practice with telemedicine, or if you just want to do telemedicine or consulting only, these apply to you. These are things that you are going to have to focus on at some point, if you’re going to get clients off the Internet. The 4 keys are your niche, your voice, the systems that are used in the Internet business these days, and then attraction. Those are in a very specific order. Some people think that they already have their niche or their systems, but really we need to start with the first three. If you spend all your time doing attraction by doing interviews, podcasts, writing articles, blog posts, going to conferences or speaking in town, it is very important to share your specific niche. For example, there are hundreds of people who have been on Dr. Oz and gotten zero patients from their episode. The reason why is that they were not clear with their niche, their voice and they didn’t have a system to capture that media attention. I think a lot of practitioners gloss over niche and voice, and that’s really where the magic happens. A niche is essentially a profitable part of the marketplace that you’re going to craft out. This is going to be your area of expertise and it’s going to be the place that you serve people. Why is a niche important? If you have the Kalish skill set plus some which I’m guessing you have, you can literally help anybody who walks through the door or get on the phone with. It doesn’t matter if they have gallbladder issues, acne or an immune disease. You’re qualified to serve them all, but the fact is the Internet has changed everything. With the amount of information out there, no one wants a general practitioner anymore. They’re going on the Internet and searching for help. They’ve already seen a general practitioner, or they’ve already made up their mind that a general practitioner is not skilled enough to help them. This is one of the hardest things for all practitioners to do, to set aside their ego long enough and realize that you can serve the world if you focus your attention on WHO you’re willing to serve.”
Dr. Dan Kalish

Dr. Dan Kalish

Founder of the Kalish Institute
Dan Kalish, DC, IFMCP, is founder of the Kalish Institute, an online practice implementation training program dedicated to building Integrative and Functional Medicine practices through clinical and business courses.