This content was created by Matthew Gillogly. This content was uploaded by Matthew Gillogly. This is a YouTube talk titled "Funnel Marketing Strategy To Move Leads From Top To Bottom" (published 2025-02-07). It is a solo presentation by Matthew (Matt) Gillogly from the Practice Profit System, offering marketing advice for medical practices: distinguishing top/middle/bottom-of-funnel prospects, recognizing the moment a prospect becomes ready to act (the "elbow goes out" metaphor), using video and content to stay top-of-mind, and guiding leads toward conversion. The speaker promotes his book, The Anatomy of a Seven-Figure Medical Practice, and invites viewers to request a free copy and engage with his services (including reducing reliance on insurance).
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I could still sort of play golf. It wasn't until I hit the shot on that 18th and immediately I heard something go pop. I thought, will I ever be able to play golf again? And it's when the prospect reaches that point, that's when you know that you've got someone who's interested with you. The reason why your marketing doesn't work for your medical practice is you are reaching people at the top of the funnel. And if you think about it, in your business, there is top of funnel, there is middle of funnel, and there's bottom of funnel. Your top of funnel people are just people that are just starting to engage with you. Middle of funnel people are people who are just starting to consume information. Bottom of funnel people who are— these are the ones that are ready to make a commitment. You have to spend your time and your energy taking people from top of the funnel to middle of funnel to bottom of the funnel. And in order for to do that, you have to understand a couple of things. You have to understand what are they thinking about in the moment? Okay? In that moment when they are searching for a solution, what are they thinking about? If they're really, if it's just a skinned knee, they're really not thinking about fixing the problem. They just want a bandaid. How do they feel? Hey, I'm Matthew Gillogly, and I'm a maverick. Well, what is a maverick? A maverick goes against the grain. We find our own way. And if you're sick and tired of being pushed around by the insurance companies, Come join us. We'll show you the way out, and you'll love medicine again. Well, when I was at the top of the middle of the funnel, I was just feeling that I was irritated. It wasn't until I blew my elbow out that I felt, oh, I got to get this thing fixed. What are they doing to fix the pain? They're doing everything other than call you. Okay, understand this. They're getting cortisone shots. They're doing prolo. They're going to other people. They're talking to their friends. I mean, these are all the things that people do. Okay. They're not calling you. They're doing anything they possibly can besides coming to see you to fix their pain. And then finally, what do they wanna do again in the future that they can't do now? Once you understand that, see, I could still sort of play golf. I couldn't play every day, but I could play twice a week. Okay. Which wasn't bad. It was good enough for me if I just played a couple of days in a row and just gutted out. I just took a lot of freaking Advil and iced it. I mean, that's what I did. I just gutted out the pain. It wasn't until I hit the shot on that 8th tee and immediately I heard something go pop and I knew what I did. It wasn't until that time that I wanted to make sure that I could play golf again in the future. You see, with all those other things for 2 years, I could still sort of play golf. I could still sort of bench press. I could still sort of do a pushup. I could still sort of do some things. It wasn't until that golf shot that automatically, instantaneously, I thought, will I ever be able to play golf again? And it's when the prospect reaches that point, that's when you know that you've got someone who's interested with you. Your job in your marketing is not to get people when they're looking at buying at the sleeves. It's to be there in front of them When the elbow goes out, that is your job. And how you do that? Well, we use a lot of video content. We build a lot of information out. We have all of our clients build a lot of information out into the marketplace so that guess what? So that when the issue happens, they've already seen us a couple of times and they know it's time to come to us. So the whole key is is you've got to understand the key fundamentals, the scientific fundamentals to market your medical. Practice. All right, want to find out more? Why don't you get a copy of my book, The Anatomy of a Seven-Figure Medical Practice? On this page, you will see a link where you can activate it. We'll send it to you for free—actual physical copy of the book. All you have to do is just request it. Check it out. In there, we go into these topics more and more, and we have a lot of great free resources for you. So check it out. All right, this is Matt. Thanks for listening to the Practice Profit System. I love being your guide in this journey. Reach out to us. Let us know how we can help you. We want to help you get rid of insurance. That's our goal. Have a great day, everybody. We'll see ya.
