In this video, Matt (Matthew Gillogly) addresses doctors who want to transition from insurance‑based to cash‑based care and explains why the common advice of relying on Facebook ads is ineffective. He argues that marketing must be a strategic, multi‑pronged effort rather than a single ad campaign. Matt recommends starting with the practice’s existing patient base—using in‑office conversations, email, text, and direct mail—to introduce new cash‑based services and to structure offers that compel purchase. He advises allocating 10% of every dollar earned from new cash procedures to a dedicated marketing fund that fuels a broader, “force multiplier” strategy. This strategy treats marketing like a military campaign, attacking prospects from multiple channels (Facebook, LinkedIn, Instagram, TikTok, YouTube, podcasts, blogs, press releases) to move leads from ice‑cold to warm to hot. Video content is repurposed across formats to build familiarity, trust, and authority, embodying the “educate and excite” stage of his stair‑step system. Matt shares expected response benchmarks (e.g., 15‑20 appointments per 1,000 emails, 30% conversion to treatment plans) and highlights that his clients achieve up to 50% conversion of in‑office patients to high‑priced services because the heavy‑lifting is done by the content ecosystem. He concludes with a call to action to obtain his free‑plus‑shipping book, “The Anatomy of a 7‑Figure Medical Practice,” positioning it as essential for doctors seeking to escape insurance and scale their cash‑based practice.
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Hi, I'm Matt, and I help doctors just like you get free from insurance in 12 months. Well, you know, I get asked this question all the time about how do you market your medical practice? And the first thing I want to tell you is what you've been told on how to market your medical practice is probably wrong. Marketing is way more than just running some ads on Facebook. Here's how a traditional conversation goes with somebody when they talk to me about their marketing on Facebook or marketing their medical practice. It usually goes something like this. Let's see if this is similar to you. Their story goes something like this: I've hired a couple of agencies, and I'm going to put air quotes around agencies because they're not real agencies, but I've hired a couple of agencies and they guaranteed me that I would get 30 leads, and they run a bunch of Facebook ads, and when the leads come in, when we would call and follow them up, follow up with them, they were no good. And so I wound up spending like $5,000, $8,000, $10,000, and I don't think I got one client from it. That is a traditional way that doctors think about marketing, and marketing is much more than that. That type of marketing is like investing in the crypto market when it's starting to fall, okay? What you really want to do is you want to have a strategy when it comes to marketing. So marketing is much more robust than just doing a thing. Now, you're susceptible to the marketing comp— to that call or that marketing pitch simply because it sounds great and it sounds easy. I mean, who doesn't want easy? But I want you to think about your marketing in a multi-pronged approach. Okay, so the first place that I always want our clients to start with marketing is I want them to start marketing to their existing client base. And there's a couple different ways you can do that. One, you can email them, you can text them, You can do direct mail, or the easiest thing to do is to talk to them when they're in your office for existing insurance-based care. Most of my clients, they start with the last one first. We have a process that we take people through and we have some scripts and we show you how to easily introduce the new thing and how to structure your pricing and all of that, because then you want to be able to get the prospect to buy, right? And a lot of times, if you've tried this in the past, You go, well, my patients don't buy. The problem is, is you haven't structured the offer in a way that makes it compelling for them to buy. So the first thing is, is you're going to offer to your existing list and you're going to offer to your patients that are in the room. The second thing you do is you then email to your list, and we have a proprietary way that we email to the list that for every 1,000 names that you have of patients on your database, you'll get somewhere between 15 to 20 appointments of people that are interested in that particular thing. And you should convert out of, you know, you should probably convert 30% of those into some kind of treatment plan. So then here's the next thing. Here's the next thing that's the most important, and this is where a lot of people get in trouble. I want you to take 10% of every dollar that you make from your new cash procedures, and I want you to take it right off the top, and I want you to put it in a fund for marketing. Because the next leap that has to happen with marketing Is it has to be much more— I hate to use the word holistic, but it really has to come at it from a bunch of different places. Think about your marketing like this. Your marketing is like a military campaign. And, you know, if you want to win the battle, you need to be able to have ground troops, naval troops. You need to have air superiority. There's like 3 or 4 different things. It's a concept called forced multiplier. And in the military parlance, the more that we can attack the enemy from a number of different ways, the more the exponential impact that we have, what we're going to be able to claim that territory from the enemy. Well, your marketing is the same way. If all you're doing is running just Facebook, and I'm going to tell you right now, and I'll dive into this more, Facebook is actually the worst way for you to market your medical practice. I'm going to say that again. Facebook is the absolute worst way for you to market your medical practice. And I'll talk more about that in a minute. So you want to take a portion of what you make, and I want you to put it in a fund so that you can actually create a real strategy that over time will bring you patients like clockwork. Okay, now let's talk a little bit more about why your marketing hasn't worked in the past. And here's why. If you are marketing on Facebook, and I use Facebook as an example because I find that most of my clients have done this, but Facebook, the reason why Facebook is so hard to make work is it's what we call Eskimo marketing. It's ice cold. Okay. They have zero relationship with you. They don't know who you are. They don't know anything about you. Basically, you interrupted them with an ad that said that you could make their knee pain go away or get them better sex or help them sleep through the night or get rid of their hot flashes. And so while they're on their phone doing this, watching whatever show they're watching, Breaking Bad or whatever they're watching, or the reruns of The Sopranos for the 48th time, or they're watching a football game, When they're scrolling through while they're half thinking about it, they say they want more information and Facebook autofills that information. And so they're really ice cold. They really aren't all that interested. And so what you have to do in order to make your sales work, your whole process work so that people will buy from you, is you have to move them from ice cold to warm to lukewarm to hot. And so how do you do that? Well, you do this a couple of different ways. Remember, everybody buys from somebody that they know, like, and trust. By the way, it's one of the reasons why marketing to your existing list of clients and patients is the easiest way for you to massively grow your practice. And we'll talk more about that in the future. But let's go back to this cold marketing thing. Somebody is on Facebook or they're on Google and they see you. They have zero relationship with you, and you're basically bringing them into the office and you're asking them, hey, Hey, let's get married. It's not going to work, right? These are very intimate transactions, meaning you're dealing with somebody's body parts, right? You're dealing with their internal organs. You're dealing with their hormone levels, right? And you're offering something that they may not be that familiar with, and it's outside of the insurance world. And the reason why they just— they'll do it in insurance is because, well, gosh, you know, it's paid for. So you have to make your case a little bit better. So what we do is I want you to warm up that lead and you do a lot of video marketing. So video marketing, things like video marketing, a video that's then repurposed into a podcast, that's repurposed into a blog post, that's put everywhere, maybe a press release. Basically what you're watching right now, we use this 4, 5, 6 different ways and we put it on every single social channel out there. I always get asked, well, Are my clients really on TikTok? I don't know. But if you get one, isn't it worth it? So we want to put them on every single media that you possibly can because you never know where that's going to come. So now remember this concept of force multiplier. Now they see me on Facebook or they see me on LinkedIn, they see me on Instagram, they see me on TikTok, they see me on whatever Twitter X is now called, right? They see us on YouTube. They listen to podcasts. I will tell you one of the best things that we've done Just marketing our businesses as a podcast. You think to yourself, well, what kind of podcast can I have about menopause? A lot. There's a lot of topics. There's a lot of topics about regenerative. Heck, we even did some recordings back in the day. We, we started talking about how to have great sex when we had the erectile dysfunction clinics. So my point is, is that you may think that there's not much to talk about, but your, but your client does. So what happens is they get to hear you. They get to listen to you. I mean, think about you. You're watching my videos, and here's what we know is that you all listen and watch our stuff for like 4 to 6 months before you actually reach out to us. And think about it, if that's the way that you're buying and you're going about making your decision, what makes you think that your patient is any different? So we're moving you from cold to lukewarm to warm and then eventually hot. This is why our clients convert 50% of their patients sitting in front of them into high-priced products and services because the video, the podcast, the social media has done all the heavy lifting so that when you walk into the room, they feel like they're meeting a rock star. They feel like they're meeting the Beatles. And so then it's a lot easier. They already know you. They know something about you. They already like you and they trust you because they're in front of you in the room. So you have to use these tools. It's what we call them the second It's what we call in stage 2 of our stairway system, it's called educate and excite. And the more you can educate that person, and the person who educates their prospect wins the game. You don't want them, well, you know, Bob down the street's already doing this stuff. I'll just let them watch their videos. No, because whoever teaches them becomes their Yoda. Okay. And they will follow you to the ends of the earth. So you have to have this concept when we talk about marketing, right? This is why your other marketing most likely hasn't worked in the past, is it's not a holistic approach. There's not a full strategy. We aren't looking at the entire customer journey of making this decision. My patients— I call my clients patients, I'm sorry, that's one of my things that I always do— but my patients, you, my best ones, are the ones that have followed us for a little bit of time, and then they decide to work with us. And then they do the exact same thing in their business, and they follow the process, and they do it on a consistent basis. And before you know it, within 6 months or 9 months, they have more leads flowing in than they know what to do with. And it just keeps going and going and going. Everybody wants to know what's next. Well, I'm gonna give you some more free resources. And the best thing is, is go get my book, The Anatomy of a 7-Figure Medical Practice. It is the definitive guide on how to escape insurance-based care and move to cash-based care. All you have to do is right below, you'll see the link right below popping up. Just click on it. It'll take you right to the page and you can order the book for free. We ask that you pay a small nominal fee for shipping and handling, and we will physically ship out the book to you along with give you lots of great extra bonuses on top of that. So again, click the link that's right below. Take advantage of it. I will tell you this, our best clients have all read the book. That is the key thing. One of the biggest differences everyone wants to know Our best clients, the ones that make the biggest transformations, read the book and they read it repeatedly and they study it, they internalize it, and they have us help put it into action. So get the book right now, click the link below, and let's get you out of insurance and making a lot more money and treating your patients as you wish.
