Dr. Kyle Pankinen ditches canned radio ads for live, educational segments where he teaches listeners about health topics like chronic pain and functional medicine. He applies this education-first approach across all marketing channels because his goal is to inform, not sell.
When I first got into practice in 2000, I was approached by one of the local radio stations to do some advertising. And they were, well, we can develop these little ads for you and run them so many times a day or so many times a week. And I'm like, nah, I'm not interested in canned generic ads that just keep running over and over again. I said, if I'm going to be on the radio, I want to talk directly to the people. They come back on live and then our guest today is Dr. Kyle Pankinen and he's going to talk to us about fill in the blank. So I talk about chronic knee pain, peripheral neuropathy, chronic neck and back pain. I do quite a bit of functional medicine in my practice, so I talk about functional medicine things as well. And those, there's usually about 3 to 4 minutes is what I pay for. But I'm on live. I'm talking directly to the people, and I'll I'll say one more thing before I go much. All my all my marketing is education. I'm not trying to sell anything. I'm educating my my newspaper ads. I'm educating my online stuff. I'm educating my radio stuff. I'm educating, and so I pick out a topic and I educate about it.
