In this instructional video, Matthew Gillogly outlines six proven methods for advertising a medical practice, emphasizing a patient‑first mindset. He begins by urging practitioners to redesign their websites so every element addresses the patient’s pain and questions, avoiding self‑promotional imagery. Gillogly then introduces a "peanut butter" analogy, explaining that marketers should discover the exact language prospects use in search queries and answer those questions across all content. He demonstrates a content‑repurposing system: create one core video that answers a prospect’s question, then distribute it as a video on every social platform, extract the audio for a podcast, transform the transcript into emails, newsletters, and blog posts—leveraging AI or outsourcing for efficiency. He stresses that doctors don’t need technical expertise; they simply need to find the right people to execute the work. Throughout, he shares personal anecdotes (e.g., a childhood mouse‑trapping story, his own PRP treatment) to illustrate points. The video concludes with a call‑to‑action to download his free book, "The Anatomy of a 7‑Figure Medical Practice," which details the exact pathway he used to grow his practices to $6.5 million annually in 18 months.
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In this video, I'm going to talk to you about the 6 proven ways to advertise your medical practice. But I got a little bit of a hint for you. It's not going to be the standard stuff that you hear from every other person out there doing videos telling you how to market and advertise your medical practice. So if you're ready to hear from someone that does it every single day, that does it in his own practices, let's dive in. All right, first thing, let's talk about websites. Now look, you've probably rebuilt your website, I don't know what, 3 times in the last 3 years. You get these audits from people coming in saying, oh, we're gonna fix your site so it's more SEO-friendly and it loads faster and all of that stuff. Well, I'm gonna give you the simplest way to make your website rock. You ready? Make it about the patient. And if you feel like making it about you, make it about the patient. Don't make it about sexy pictures or pictures of people running or anything like that. Make it about the patient. Make everything on your site about the patient. Now think about it like this: where most people get all of their marketing wrong is they want to talk about themselves. And I'm going to tell you right now, your patient doesn't care. All they care about is their issue and their situation. So number one, your website has to be about the patient and the pain they're feeling. I have a picture in my office and it's a picture of Bill Clinton, President Bill Clinton. And it's— you remember that famous line that he says, I feel your pain? That's the picture that I have. 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. And it's the number one thing that people forget when it comes to marketing and advertising any business. I don't care if it's your practice, I don't care if it's a cake shop. I don't care what it is. I feel your pain. They have to feel like that you understand the pain that they're in. Okay, so that's the first thing, how to advertise. Make your website about them. Now, this next one is actually going to lump all of this together. So this isn't going to be your typical, all right, we're going to do social media, and then what we're going to do is fix our online business listing and all that other fun stuff. That's not what we're going to do. Okay, I'm gonna give you real-life stuff that works. So I want to give you an analogy. Okay, let me tell you a quick little story. So when I was a kid growing up in 1979, my dad and my mother bought an old farmhouse in South Barrington outside of Chicago. My 2 neighbors were farmers, and as the fall came along, I was falling asleep one night and I heard mice scurrying up and down the inside of the walls. Now, as a kid that grew up in the suburbs prior to that, I was pretty freaked out. So I went downstairs, talked to my mom, and she said, oh, we have mice. We'll figure out a way to get rid of them tomorrow. So we go to the local Ace Hardware store, we get some traps, and we go, well, gosh, you know, mice like cheese, so we'll put cheese in the trap. So we set the traps. My dad was gone a lot. He had his own business. And so we go and we set these traps and we put cheese in there. And the next day I check, no mice. Next day I check, no mice. Next day I check, no mice. Okay, so then we asked one of our quote-unquote neighbors that lived a mile and a half down the road, and he said, oh no, no, mice love peanut butter. What? What do you mean mice love peanut butter? Because if you want to catch mice, use peanut butter. And he said the other thing you need to do is put the trap right next to the edge of the wall or inside the cabinet. Or the shelf in the back of the cabinet meet. So that next morning before I go to school, it's a cold November morning, it's gray outside, and my mom and I put together like 5 traps and we put peanut butter on them and we set them and we push them all the way back right along the back of the cabinet and the shelf. We close it, I sit down, I go to have my Frosted Flakes, and literally within like 3 minutes we hear— Pop! Bam! Bam! Bam! Bam! And we open up the cabinet and there are all 5 of the mousetraps caught with dead mice. In fact, one of them had 2 mice in it. What has this got to do with marketing your practice? You see, your job is to find the peanut butter. Your competitors are trying to catch their client with cheese. I want you to use peanut butter. Now, how do you do that? It's really simple. There's a thing called the internet, and it's a really cool tool. And when you go on the internet, when you type in how to fix my knee pain, Google will tell you what everybody else is searching for. And what you do in all of your social media, all of your content that you create, your emails, your newsletters, all of this, what you do is you use the voice of the customer and you answer their questions. That's all you do. Marketing really isn't that difficult. It's really about answering the question inside your prospect's head. Your competitors are trying to use cheese. I want you to use peanut butter. Your traps will be full. You'll be very happy and your business will be a lot more rich. Okay, so then how do we use this? All right, so let me give you an example of this. And you know what, we're doing this right now with this video. So this video that we're creating for you is exactly that. And if you listen to the audio and it's a podcast, but I'm going to give you a little bit of an insight in it. So what we do is we create this one bit of content, and then we use it in all of those ways. And how we use it is we use it on video for social media, And everybody goes, well, which social media should I put it on? And my answer is yes. I don't care about Instagram, TikTok, YouTube, LinkedIn, Facebook. I don't care about any of it. I put it on all of it. Okay? So you're going to use that one video that answers the question inside your prospect's head. The second thing you're going to do is you're going to take that video and you're going to repurpose it. Into things like a podcast. You just rip the audio out of this and you pay somebody to do it. And that's another topic for another day. We'll talk to you about how you can do that in just a minute. And they create a podcast. Now, you might think nobody wants to hear what I have to say in a podcast. You'd be amazed. Actually, a lot of you probably have listened to my podcast and that's how you found me. Okay, so then the next thing you do is you can take that and you can use AI and you can then convert that into emails. You can convert that into newsletters. You can convert that into blogs. You can do all of this pretty simply. Now, you might sit there and think to yourself, but Matt, I'm just a dumb old doctor. You're not a dumb old doctor. You're actually one of the smartest human beings on the planet. But that's another topic for another day. Okay? You don't have to know how to do it. You just have to find the who to do it for you. It's really that simple. When I had my elbow and I injured and I had a grade 2 tear of my elbow, I didn't try to do the PRP injection myself. I certainly know how to do PRP injections. I've certainly been to plenty of trainings and been in the industry long enough. But no, I found a who. I found somebody that was really good at PRP, Dr. Ariana Demers, and boom, 4 weeks later I'm playing golf again. Okay, so yes, your website, make it about them. More importantly, utilize the internet to find out exactly what's going on in the conversation that's going on in your prospect's head. Utilize that in social media. Go out and put out emails and newsletters. Create that into a podcast, into blog posts. Don't edit and think, well, gosh, my customers won't read something. It doesn't matter. Make it as easy for people to consume that peanut butter so that your traps are full of lots of great customers. Want to catch more customers? Get my book. The Anatomy of a 7-Figure Medical Practice. It's written for practice owners just like you who are sick and tired of the insurance rat race and they want out. And what you can do is you can actually get this book for free. All you have to do is just click the link and follow the information that's here in this video and below, and it'll take you to a site and you can order it and get it shipped to you for free. And this book will give you the pathway. This is the exact same path that I used to grow my practices from startup to $6.5 million a year in 18 months. Get the book now.
