How To Achieve 50k In 60 Days? Two Ways To Sell With Or Without List | Episode 27
In this live presentation, Matthew Gillogly walks the audience through a repeatable, high‑impact marketing system he calls the "51/30" (or "5130") that can generate roughly $50,000 in new revenue within 60 days for a medical clinic, whether the practice has an existing patient list or not. He illustrates the method with a detailed case study of launching a platelet‑rich plasma (PRP) "P‑Shot" service: pre‑selling $25,000 worth of treatments, collecting refundable deposits, buying the centrifuge, training staff, and delivering the service while enforcing a strict patient protocol. Gillogly explains the mechanics of the email/text sequence (four identical messages sent on consecutive days, subject lines using first names, timing on Thursday‑Sunday), the importance of list cleaning and deliverability, and the psychology behind pricing tactics such as gifts with purchase versus discounts. He also covers phone‑call scripts, the rule of never discussing price before an exam, handling objections, and the mindset of a "Maverick" who refuses to be commoditized by insurers. Throughout, he shares anecdotes, audience Q&A, and data points (e.g., $159,560 generated from 1,500 contacts, average $22k per 1,000 contacts). The talk ends with actionable steps for attendees to implement the system immediately, whether they have a robust email list or only a phone contact list.
Chapters
It's just rock and roll to me, baby. All right, we're gonna talk about adding $50 grand to your practice in 60 days or less. Now I am going to cover 2 very key components. One, how many people in here have a list of patients? How many people here do not have a list of patients? Okay, cool. What I'm gonna share with you will work even if you do not have a list of patients because I don't have my phone on me. How many people have a list of contacts on their phone? All of us. This method that I'm going to show to you, we do it. We even have people that have zero lists and they use this. Now, the way I had this, this information structured, I'm going to show it to you for the, uh, based on the fact if you have a list. But just understand, in your case, your case, you can use this same concept with the people that are in your social media, LinkedIn, um, contact list, everything. Okay? Because what this does is this creates curiosity. And while curiosity killed the cat, curiosity makes our clients a lot of money. So I have to tell you a little bit, um, about this background. I told a little bit yesterday, but there are 2 ways to sell to your existing list. One is to offer it to everyone in the office. That's what we covered yesterday. Remember that video that Trevor uses and all of that? Okay, and send marketing to your existing list of patients. And we do this with a call that we— a tool that we call the 5130. Now I have to tell you a little bit of a background on this. I'm sitting in my office one day and my medical director, Dr. Hunter Hansen, walks into my office. And we'd been open about 7 or 8 months and we were doing really, really well. We had a very clear offer. We were doing about $200,000 to $250,000 a month. We didn't— we had— we hadn't started doing PRP. We were just starting to look at doing hormone replacement therapy. It was 2014. I was really focused on opening up our second location in Lake Norman, and I believe we'd actually opened it. And he comes into my office one day. He's kind of a big guy, and he walks into my office. You know, he's kind of like Sully from like Monsters, Inc. You know, he's just a big, happy, jovial guy. And he goes, I want to inject PRP into penises. It's 2014. And my answer is, what the hell is that? And he goes, well, you know, it's your blood and you spin it and you inject it back in the penis and it makes it 25% bigger. How does it make it 25% bigger? Well, you know, it's got these growth factors and it'll make a man's penis longer and/or thicker. Being an Irish guy, that had me intrigued. And no, that didn't work. That didn't land well. Okay. Too much TMI? Too much information? Okay. So I go, so run this by me again. Well, yeah, so you— it's called this thing called platelet-rich plasma, and they call it the P-Shot. And this guy, Dr. Runels, has created it, and he says that he's getting a 25% increase in length and/or girth for guys. And you know, every woman wants a bigger penis. Okay, well, I haven't done a lot of research on that, but we'll get back to that topic. And I went, okay, well, like, how does this work? He goes, well, we got to buy a centrifuge. Well, how much is a centrifuge? $15,000. $15,000? And he goes, but they give you 10 free kits. I go, well, how much is the kit? Well, the kit's like $350. Okay, um, well, how do we get trained in this? Well, you know, he's got online training or we can go face-to-face training. I'm like, well, how much is that? It's $5,000 or another— and then so I'm like, it's $5,000 for the training, it's $15,000 for The centrifuge, and let's just factor in another couple grand for you to fly down there and eat and all that stuff and that great stuff. So let's just call it $22,000 to $23,000. Yeah, yeah, he said, okay. He goes, so can I do it? And I go, well, what makes you think in the world that our client base is going to buy this? And he goes, well, I know guys are going to buy it. 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. That's not real scientific for me. How do you know that people are going to buy it? Well, you know, ask them. Everybody wants it. Every guy wants a bigger penis, a bigger erection. Maybe I'll buy that, that argument that every guy wants a bigger erection. But is that really important at this stage of their life? Like, we're just getting them an erection. Maybe they're just happy to have it. Oh no, I know we're going to sell. We're going to kill it. We're going to crush it. By the way, anytime somebody comes to me and goes, we're going to crush it, I could sell the shit out of that. That usually means I'm going to lose money. That means I'm writing a check and I ain't getting anything in return. Okay, I hate that phrase. We're gonna crush it. Yeah, right. My bank account's gonna get crushed is what's gonna happen. Okay, so well, let me think about it. So my partner comes in and Kevin's like, "Hey, did you hear what Doc's got? It's gonna be awesome. We're gonna give guys bigger erections." And I go, "Yeah, I don't really know that we have the demand for that." Oh, come on! Everybody wants a bigger erection. I'm like, "Eh, okay." Sure, right? Because 85% of our client base were in monogamous relationships. It's not like we were selling to the porn industry, the underground porn industry in Charlotte, or the swingers. We had our fair share of swingers that came in, right? But it wasn't like an over— it's not like I was marketing to the swingers market. It was like 1.5% of our total market, right? Our core market were 55 to 70-year-old men that were in monogamous relationships. We know because we asked. I'm like, I don't really know if this is what guys want. So I thought about it for a couple of days and I said, I'll tell you what I'm gonna do. Called Doc and Kevin back in. I said, here's what I'll do. What we're gonna do is we're gonna pre-sell $25,000 worth of PRP injections. If we sell— pre-sell $25,000 worth of PRP injections, we'll have the cash and the confidence to go buy the machine Buy the kits that we need and send you to go get training. And Doc's like, oh yeah, we're gonna kill it, right? We're gonna crush it. I'm like, uh-huh. And I go, here's what we're gonna do. Can you turn on the iPad? So what we're gonna do is we're gonna send 4 emails to our list, and those 4 emails, we're gonna send the same 4 emails over 4 days, and the offer inside that email is going to be something like this. We are looking for 5 men that want to increase their girth and/or length, um, in the next 30 days and be part of a, a case study. If you're interested, hit reply and type interested. Now our list at the time was probably about, I don't know, 5,000, 6,000 names or something like that. Guess how many responses we got? Good guess, Bob. We got something like 1,000 responses. It was an insane number. And Doc's like, told you we were gonna crush it. But we don't have a credit card in hand yet. No sales count until you have a credit card and it goes through. I've had plenty of credit cards in my hand that don't go through. That is not a sale. Okay, the credit card has to go through. So now I'm like, well, shit, we can't call all these people back. So what we did is we created another email and we said, Here's what we're doing. We're looking for, uh, I think we actually said 15 patients, and so we're going to say we're looking for 15 patients that want to be part of a case study. What we're going to do is we have a new procedure that allows us to use your own blood to help increase your length and/or girth by up to 20%, and we need men that are willing to be part of this study so that we can measure you pre and post to make sure that you're getting the results. In exchange, what we'd like to do is we're going to give you a discount to be a part of this case study. And we wound up with somewhere in the neighborhood of about 75 people that responded back. And in that email, I'm going to show you the email in just a minute. In that email, what we had is, please give us a time and a date and your cell phone number and a time to contact you, best time to contact you. We wound up closing 25 men, and what we did was we took a 5 $500 refundable deposit. We hadn't bought the machine yet. Doc had not been trained. None of it. And we took a $500 refundable deposit. And when they gave us that $500 refundable deposit, what we said was, we, we're going to get the machine. You're going to be part of this test group. We'll contact you in about 21 days, and we're going to set your appointment. And so we went and we ordered the machine, the Magellan. Anybody remember the Magellan? Donnie, remember the Magellan? It's like the most complicated machine known to mankind. Okay. And we went and we ordered the Magellan. Okay. Used a company credit card to pay for it. $15,000. Made sure that we were going to, you know, wouldn't have to pay that bill in like 45 days. And we went and got Doc trained. Now notice, by the way, we're doing this completely reverse. And by doing it completely reverse, And then once Doc got trained, or once we knew that he was going to get trained that weekend, so the next weekend on Friday and Saturday, we scheduled back-to-back. We wound up out of the 25, we wound up with about 18 or 19 guys, I think, that moved forward. The total price, I think, was $1,500. They already put $500 down. They had to pay $1,000 when they came in the door that day. So we made somewhere in the neighborhood of $25,000 or $27,000.
Wow.
We were able to pay cash for the machine, cash for docs' training, and we have proof of concept that guys would pay for this. The other thing we had is we had them all come in the day prior. We gave them an injection of Trimix, or like that week or whatever. They got an injection of Trimix and we measured the length of their penis and the girth of their— the length of their erection and the girth of their erection. It's really fun, by the way, to take a tape measure. If you're wondering how we did it, It was a tailor's tape measure. You know, the one that the tailor wears? Oh, you're 5 and 3/4. If anybody wants to know the average length of an erection, please see me at the break, because I have seen my fair share. Okay? And if you want to know the average girth, I know that too, but I'm not going to state it in the front of the room. Okay? Right? And in case you're wondering, yes, myself and one of the other med techs were the ones that were measuring, because I wanted to make sure our data was correct.
Okay?
And then they had to agree to come back. They had agreed to follow the protocol, stop smoking, not take any Advil, ibuprofen. They had to pump their penis twice a day to get it to a mid-erection. At that point, we weren't doing anything with Cialis or hormones or anything like that. And then come back in, I think it was like 4 weeks later, 6 weeks later, and we would measure their penis again. We'd give them a shot of Trimix and we would measure their penis. If they didn't get the increase, and it was a combined 20% increase, 20% 20% of length and/or girth combined, we would do another injection for free. By the way, in case you're wondering, it works. So now we had data that we actually marketed with. We actually marketed this thing for a long time that we could increase your length and/or girth. Marketing meaning we marketed to our house list. We never ran— well, let me rephrase that. We did test running some ads online, um, in places that you shouldn't go, okay? But Bottom line is, is this is how we wound up doing 80 to 100 P-shots, PRP injections in penises every single month. What we found is we also found that it also helped with venous leakage. Venous leakage is when you have an erection and a guy changes position, he loses his erection. The back of the penis, the valves in the penis, the blood leaves because of the position change. Or Peyronie's, we all of a sudden discovered, hey, this works with breaking down scar tissue in Peyronie's. If you don't know what Peyronie's is, it's It's a bend of the penis of more than 30 degrees because of scar tissue. It can bend up, it can bend down, it can go left, it can go right. Apparently, this is what Bill Clinton had, of what Ken Starr wanted to actually inject him with Trimix to have Monica Lewinsky identify his penis on a lineup, his erection on a lineup. True story. 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. I'd like to be part of that lineup. Okay, we got a job for you. You're gonna be one of the erections. They're gonna see if it's Bill's and identify it. So this is how we did it. We made right around $27,000. We test this anytime we have a new product, a new service in our clinics. This is what we do. We have an existing list. I've had clients do this for, hey, I want to— I bet I can crush it with semaglutide. Great, let's run a 5130 to your list to see if there's demand. Hey, I think I can crush it with hormone replacement therapy. Great, let's run what's called a 5130. I'll explain what that means in a minute to your list. This is also what we do for those of you that want to add $50,000 to your bank account very quickly in the next 60 days. We help you run this. We can run it via email, we can run it via text. Phyllis, we struggled with email. We were able to get text to work. You got a ton of responses. We're still working through that. Some of them, some are interested, some are not. It's a process, right? But if you follow everything with regards to premium pricing and how you talk to them in the sales process, on average, for every 1,000 names that you have, you will add approximately $22,000 in new cash revenue. I just paid for your weekend. I have run this for the last 20-plus years, and it's so stinking simple you are going to vomit when you see the emails. And when I— when people see it, I always love when people follow up. Oh, I was at your event, Matt, and I saw your 51/30. I brought it back to my email team. Oh, you're gonna love it. They changed it. They put graphics on it and they put pictures and we, we put more information in there. It's gonna do great.
Uh-huh.
Call me back in 2 weeks. You know that 51/30 that you said would work like clockwork? It didn't work at all. Yeah, did you put pictures in it?
Yeah.
Did you put graphics in it?
Yeah.
Did you change the wording?
Yeah.
Did you send it out 4 days in a row?
No.
Did you follow it exactly? Well, no, because my email team said they could do better. I said, your email team is a putz. I bet on my wallet. The only scorecard that matters in business is my freaking pocketbook. And so when we work and when we say something works, it works because I've already lost money trying to do it the other way. I knew some of you are laughing. You know what? You know what I'm talking about, right? Like, this thing is so stinking powerful, it's one of the main things that we do. So let's go back to the slide deck, please, Andrew. Okay, so why do we call it the 51/30? Well, we call it the 51/30 because we're looking for 5 people that want 1 result in the next 30 days. I'm going to say that again. I'm looking— I feel like a Southern preacher. I'm looking for 5 people that want 1 result in the next 30 days.
Okay.
Well, Matt, I'm not really sure I can guarantee a result in 30 days. Really? You want to tell me you can't make somebody's knee feel better, a little bit better in 30 days? I know my back felt better instantaneously. You want to tell me you can't— if you're doing weight loss, you want to tell me you can't help somebody lose 8 pounds in the next 30 days? If they follow your protocol to a T, will they lose the weight? Absolutely. Every single time. So we're going to send— create an email and we're going to send this to the list and it's called the 5130. So what is— here's what it looks like. In some cases, if your list has not— is not active and you haven't done anything with it, we will warm them up a little bit. We will send a sequence of what's called 7 Desires. But you'll see those purple boxes on the right-hand side, that's the 5130. So here's the email. All of you are going to whip out your phones, you're going to take pictures, I know. But here's how it looks. Look how bleeding simple this is. This goes out every day, 4 days in a row. Why do we send it out every day, 4 days in a row? Does anybody know? What would be the psychology behind sending this out 4 days in a row? They lose their email, right? What else? What else do you think the reason would be? Anybody? Goes to the top of the email could be a reason, right? You want to know the real reason? What's that, Grant? Yeah, it's alert, right? You want to know the real reason, what we found out? We have no effing idea. We just know it works. We've tested sending it out every other day. The response rate is not as good as sending it out every day. We've tested sending it out every third day. The response rate's not as good as sending it out every day. We've tested sending out twice in one day. That's not as good a response as sending it out every day. I don't know the reason why. All I can tell you is it works. Okay, so the subject line is their first name. Why do we send— why do we put subject line as their first name in the subject line? Anybody know? Personalized, gets their attention. Yeah, we have no clue. It just works. We can theorize because the second email is— I forget what the subject line is. There's a different subject line. The email is exactly the same every single time. We are looking for 5 patients who suffer from knee pain who want to see a significant reduce— reduction in pain in the next 30 days without having to do surgery or take pills. If reply with interested to this email and we'll send you the details. Talk soon, Dr. Gillogly. Exact same email 4 days in a row. We also found that if you start sending them on Thursday, the response rate's better if you— versus sending them on Monday or Tuesday or Wednesday. We send them Thursday, Friday, Saturday, Sunday. My suspicion, based on my years of marketing and spending tons of money, is that the reason why Thursday, Friday, Saturday, Sunday work is people are actually more attentive to their emails in those days. The biggest send day for emails are Mondays and Tuesdays, so we try to bypass those. The biggest engagement days on emails are Fridays, Saturdays, and Sundays. We know for a fact emails, um, opened better for our patients on Saturdays and Sundays. Open rates sucked on Monday and Tuesday. We track all of this. We have data. We have machines that track all of this. Okay, I'll take questions in just a minute, Sam. Okay. All right. So then what do we reply with? Thank you for replying. We have lots of responses. You might be wondering what this is all about. Here it is. We're looking for 5 patients who are dealing with knee pain. We have an outstanding success with a signature solution. Not PRP, not, not the machine. Call it your signature solution that is getting results in as soon as 30 days. There is an investment. However, we are offering a one-time discount.
$500.
I know that goes against the premium pricing thing, but there's a psychology behind this. Gift, by the way, sidebar, gift with purchase always outperforms better, performs better than dollar discount. Gift with purchase always outperforms dollar discount. In the mid-'70s, they ran a test with Southwest Airlines back in the days when their airline tickets were $19, and you could fly from like San Antonio to Dallas or whatever it was for $19. And you had a choice. You could pay $19 and get a bottle of Crown Royal, or you could pay $10 and not get the bottle of Crown Royal. The bottle of Crown Royal cost $9. Guess what won? The bottle of Crown Royal. 70-plus percent of the people took the bottle of Crown Royal. I think the bottle of Crown Royal was actually like, I don't know, $8 or whatever it was, right? Like it was, but the point being not $8, it was, but the bottle, it was cheaper. It would have been better if they would have taken the $10 discount and gone out and bought a bottle of Crown Royal. Crown Royal on their own, but people always take gift with purchase. Don't believe me? Ladies, remember the Clinique bags? How many of those do you still have? My ex-wife had like 24 of them at one point, but I got a free bag. How do they get you to come listen to the pitch, the timeshare pitch? Free weekend. Gift with purchase always outperforms. Always. Now if my wife were here, she would give you some caveats to that, but I'm just telling you for right now in our world, we tested this again. We tested in our clinics. Our number one promotion, number one promotion that we made more money on, that worked more consistently than any other, was coming to the clinic, meet with the doctor. The office visit is $199, and when you— if you come before whatever date, January 15th, we'll give you a $100 Visa gift card. No other purchase required. That would make us— well, how we did the $100,000 in a week, that promotion. It's reciprocity. I've given them a gift. They're more likely to buy from you because you have given them a gift. They feel indebted to you. Okay, so there is an investment to see if you qualify. There's that phrase again. Notice I'm always talking about seeing if you qualify. Got to see if you qualify. So to see if you qualify, please hit reply with a couple of times for us to call you and walk through the program. This is where people screw this up. Ready? They send these, they send this email, they get a bunch of responses, and what do they do? Nothing. Or they get a bunch of responses, and then what do they do? They start calling. I went to school in a place called Rochester, New York. I went to a school called Rochester Institute of Technology. I only lasted a year there. It's a highly technical school. I was there for photography, and they had like engineering and all these really technical degrees— printing, back in the day when they had printing degrees, packaging— and the ratio was like 8 guys to every girl. Not exactly the ideal environment you're freshman year of college. So if we wanted to meet women, we had to go to Geneseo College. Anybody know where Geneseo College is? It's actually right down the street. They had just converted in 1985 to being co-ed. They used to be an all-girls school. And so down the street, about 15 minutes away, was Geneseo College, and you'd go to their parties, and it was about 8 girls to every guy. So you'd go to the RIT parties, and you'd see one woman. One woman in a circle surrounded by 8 guys, one woman in a circle surrounded by 8 guys, one woman in a circle surrounded by 8 guys. The guys were all dressed really well. The girls were probably average looking. Okay? You'd go to Geneseo College, you'd see one really ugly looking dude standing in a circle with 8 really attractive women around him, and one average looking dude who probably looked like he hadn't showered in a month with 8 chicks around him. And I very quickly realized it's better to be the one who is pursued than the pursuer. I know that that's not actually an appropriate conversation in today's day and age, but you get my point, don't you? When you pursue, you lose leverage. When you get that response from the email and you're like, I'm gonna show Matt, I'm gonna crush it, and you pick up the phone and you call these people, they are now on the defensive. So you have to go through the process. You have to do this thing where you send this back. Are you gonna get as many responses back No, that's the point. The job of marketing is to eliminate the people who don't want to buy. That is the job. All right, and then what happens, Matt, when they call in? Guess what? We have a script for that. And when they call in, because they're going to call in because they've seen this email 4 days in a row, right? And they're going to think, oh shit, I've replied twice and they haven't called me. I want to make sure that I don't miss out. So, hello, thank you for calling my clinic. The Carolina Men's Clinic. This is Matt. How may I help you today? Yes, I'm happy to answer your questions about our offer, but first let me ask you a few questions. You'll notice in our scripts, all of our scripts do that. You have to pivot because here's what happens with most scripts. Uh, yeah, hi, I was calling about the, um, the offer. Oh yeah, hang on, let me get Judy. Judy gets on the phone. Uh, hello? Yeah, Judy, I was wondering about the offer. Yeah, so what it is is it's $1,500 for a PRP injection in your penis, and it's your own blood. And, uh, you gotta put $500 down. Can I put you down? Click. You lost me at inject my penis. I'm happy to answer questions about your offer, but first let me ask you a few questions. All of our scripts start with this. What is your name? What is your date of birth? And have you seen Dr. Hanson in the past at our clinic? Of course they have, that's why they're there, but it doesn't matter. Okay, great. Tell me about your condition. Well, you know, I'm not very big and I've read this thing about getting my erections Bigger and some really interesting.
Great.
Do you suffer from any of the following? In our case, it was, do you suffer from, you know, do you ever lose an erection? Da da da da da. Okay. Okay. Based on what you told me, you're an excellent fit for our program. Here's what the program solves. Condition 1, condition 2, condition 3. You're in full control of the call now. You are the gal or the guy in the center of the circle surrounded by 8 members of the opposite sex. You're in full freaking control. You can get whatever you want. What you would need to do is schedule a time to meet with our medical team. We offer in-person and telemedicine appointments. They will perform an exam, review your medical history, and based on that evaluation, determine if you're a complete fit. We're offering the program to 5 patients and offering a discount. Once you finish up the treatment plan, we'll bring you back in for a full evaluation. If you are successful, and over 90% of our patients see excellent improvement, we only ask that you give us a testimonial that day. It is not a requirement, but a friendly ask so that we can help serve more patients. Is that agreeable to you? Great, let's get you booked, and at that appointment, the doctor on our team will go over the cost of the treatment for you. Never discuss cost on the phone. Never discuss cost on the phone. Never discuss cost on the phone. Never give a price range over the phone. Never discuss cost on the phone. Never ever discuss cost on the phone. You lose leverage. 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. You lose it every single time. You have no relationship. You have not created emotion. You are dead in the water. Dead. Okay? There are rare cases, by the way, that I have clients that can do that. And it's because they have such power in the market or power in the industry that everybody comes to them automatically. One guy's by the name of Don Buford, and Don, you discuss price over the phone because don't you? Are you not anymore? Yeah, you try not to.
It's not the patient you want to populate your practice with.
Yeah, you just don't. Okay, right. Okay, so here's proof, by the way. Uh, coming out a little shit. All right, well, this is Dr. Petropoulos. He had about 20,000 names on his list, and this was when we did about, uh, yeah, 1,500 names. So you'll see the arrow on the left-hand side. These are all the columns of the interested parties. The column on this right-hand side over here, those are all the parties that bought. So he did $159,560 worth of sales from marketing to 1,500 names in his list. That is the power of high prices. Pretty good. Anybody here— you know, last time I checked, does $159,000 count? Does that help? It helps a little bit, right? Okay, now look, I'm not going to sit here and tell you that every single result is like this. Mark works the system to a T, okay? That's the outlier. That is the big one. That's why we say our average is $50,000, because we track it. But I want you to see what can be possible by following the system, okay? Um, and we will— we'll talk about how to actually— we'll go into more of the mechanism of how to do that. We actually will do it for you if you would like. We'll talk about that in just a little bit. I want to talk a little bit right now about how do you do it if you don't have a list. Everybody here has a phone? Yes. Okay. Does your phone have a list of contacts in it? Yes. Do you have a list of people that follow you on Facebook, that are friends with you on Facebook, Twitter, TikTok, Instagram, LinkedIn? Yes. You know, you can actually in many of those cases download that list of contacts and you can take your list of contacts from your phone and you can download it and you can take these emails with a slight modification and send it to people in your contact list of saying, hey, I wanted to let you know I'm doing this new thing. Don't tell them what the new thing is, but I'm looking for— do you— would you know anybody who has— do you— would you know anybody in your circle of influence? Would you know anybody that would be interested in helping get their knee pain fixed? What are they going to say? Well, I might be interested in getting my knee pain fixed. So I don't have those slides, but that's a way that you do it if you don't have a list of patients. Okay, you just kind of twist it a little bit. You're kind of reaching out there of saying, do you know anybody that would be interested in getting their knee pain fixed without pills and surgery, or back pain, or whatever, or losing 8 pounds? Okay, and keeping it off. So we have a lot of those done as well. Um, any questions on this? And if we have questions, uh, catch box please, right there, Donnie, to Sam. Yes, sir.
Email openings, how do you measure that? And offering this service for new patients that are on our existing patients, we send them one of these emails, or better than discussing in the visit. Then the other thing is, what if people ask point-blank what the price of something is on the phone?
Okay, so walk me through— there's a couple of questions in there.
So I understood email openings, answering a direct question about price on the phone, and is it better to send this email to existing patients or wait till you see them in person?
So let's talk about email opens. Email opens are a funny number these days because of, like, with the Apple updates, email deliverability has been cut dramatically over the last 6 months. It's become a big challenge for us. It's become a big challenge in the industry. A lot of it's going to depend on the quality of your list and the quality of your names. But let's just assume that you have 1,000 names on your list, okay? And let's just say— so we— what we do is we actually take a list and we clean it. There's services that we can use. And out of those 1,000 names, we might wind up with 600 names that are what we deem deliverable. Email account is still active. Etc., etc. We actually do some things behind the scenes where we use a system, we use what's called sending domains so that we have a better chance of getting it through. We actually have a team that's dedicated to this. Our open rate for our clients is north of 98.5%. Our deliverability rate, I'm sorry, deliverability rate's 98.5%. Open rate is about 28% on the emails because we've cleaned out the list and we've cleaned out the names that aren't going to be Most likely, we know we have that. There's databases of which are dead email addresses and things like that. So those are kind of the numbers of what we see. There's always exceptions to the rule. We have some that are open rates are 40%. We have some that are 15%, but the average is in that high 20s. Okay. The second question you had is what do you ask? What do you say when they ask the price on the phone? I stand by my earlier comment. We do not mention— we don't discuss price on the phone. If they keep pressing, what I actually coach people to say is I'm sorry, but we haven't performed an exam. We don't know if you're a candidate, and for us to discuss price on the phone is actually prescribing medicine without— is actually technically against law. It's actually against the law in North Carolina. I don't know what the laws are in New Jersey, but I'm gonna tell you right now, if you mention price on the phone, you will lose.
So I also get these calls for non-orthobiologic services, and everyone's expecting to pay upfront for this, and they're price comparing me against somebody else. You get—
You don't want them as a client. So you got to change your mentality. The issue isn't the patients, it's your brain. You are automatically saying this is just the way it is. I'm telling you right now, I'm— I worked with a— with somebody down the street from you. They don't have this problem. They don't have this problem because they don't let it become one. They don't start with, this is what happens in my town. That's bullshit. It doesn't happen in your town. You let it happen. You've gotta come in, are you a badass? Are you a badass doctor? Okay, start thinking of yourself as a badass.
I'm capable.
I mean, look, nobody's Don Buford, okay? Sometimes Don's not even Don Buford, right? Okay, but you gotta realize, I mean, are you highly trained and skilled? Do you know your shit? Act like it. I hereby christen thee a badass motherfucker. Corpus Domini Christi Coke and Taco, okay? I'm an Irish Catholic altar boy, so it sticks for at least 72 hours, okay? After that, it's on you. So if you notice everything that you're talking about— look, I want you to understand I'm coming from a place of love because I want you to be successful, and Mavericks are direct and Mavericks can be blunt, okay? What I'm telling you right now is you're letting yourself be defeated before you start the game, and you gotta stop. Are you happy with the amount of money that you make?
No.
You wanna make more? It's okay to say yes.
I'd like 10% more free time and 10%, 20% more income and, uh, more autonomy.
Great, awesome. Stop mentioning price on the phone. Done. Go ahead, Don.
You're hitting on the problem in the insurance market. They're commoditizing us.
We're all the same.
We all get the same $600 for a partial meniscectomy. And don't let patients do that with our orthobiologics. Because we're different. You're in this room, there's, there's not many people in this room getting the education that we're all getting, and so don't let them commoditize it by trying to get a number on the phone. All PRP is not the same, all PRP therapy is not the same, the packages will be different, and so my staff will say, you know, we aren't just doing PRP, you know, that starts with the diagnosis and the treatment and the experience, and that's why we can't give you a price.
Yeah. You know, the doctor will be happy to do some I mean, do we give you a price over the phone for an open-heart surgery? No. Okay. All right, one more, uh, another question, then we're gonna do our— we've got a panel here. Any other questions on this? Yes, let's get to Catchbox. John, we appreciate you bringing your wife along. She's much nicer than you are. Wait, is it true that he has like 5 pizza ovens? 1,000. You guys have 5 pizza ovens in the backyard? I'm not going to disclose that information. So I'm just wondering how much of a discount you offered in your scenario where you were offering it for $1,500. What price did you eventually land on? Oh, well, we eventually started selling for $6,000 because we got great results. Originally, we thought that it was going to be like $2,000. Now mind you, Dr. Runels said you should charge $1,000 for the procedure. I'm like, I'm not gonna do that. So we just picked the price out of thin air, if you really want to know. We sat around, I think we probably had a couple of beers, and said, well, let's do $1,500, see what the hell happens. That's what we did. It's real scientific, by the way. I have one follow-up question on that. You mentioned it briefly, like, um, you didn't get the results that we promised, and so we gave you another one for free. Yeah, so we've never given one. I've never had to give one for free. So in that initial— yeah, so I mean, because we get failures to some degree, you know, in the patient's mind with everything we do, whether it's— Yeah, you gotta couch their expectations. Yeah, so let me rephrase it. Let me give you clarity on that, why we never had to give one. So there's multiple things that they have to do in order for the guarantee to be right. So it's not like you're gonna get this shot and everything's gonna fix. So we have a checklist. We tell them, you gotta stop smoking. That includes cigars and dip, okay? You have to pump yourself twice a day to get what we would call a mid-erection, okay? Mid-erection is a medium-rare steak or medium steak. It's about a 50 to 60% erection, okay? It's not enough for penetration, but we wanted to get a mid-erection. They had to do it twice a day. We gave them a checklist. We asked them to abstain from alcohol, reduce the amount of alcohol that they drink. We asked them to do 30 minutes of cardio 5 days a week, just to walk around the neighborhood. Okay? And so when they would come in and say it didn't work, we'd be like, did you stop taking Advil?
No.
Did you stop smoking, including cigars? No, I just had one in the car. Well, okay. Like, I can't fix stupid, right? I mean, they're not following the protocol. Well, of course it's not going to work as well. So you've got it. You can't just say you're going to get this shot and that's going to work. This is why, like, that's why, that's the other thing of the Signature Solution. We know that if we approach this issue from different directions, we're gonna get a good result. But if they choose not to come in, in the case of like doing the laser or the shockwave therapy, they choose not to do that and they complain that that didn't work, well, they didn't follow the protocol. So, you know, I'm not a miracle worker, right? Does that help, John?
Yeah.
Okay. All right.
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