In this presentation, Matt (Matthew Gologli) addresses owners of medical practices, explaining why their current marketing fails because it targets only the top of the funnel. He outlines the three‑stage funnel—top (initial awareness), middle (information consumption), and bottom (ready to commit)—and stresses the need to move prospects through each stage. Using a personal golf‑injury story, he illustrates how a prospect’s pain point escalates from tolerable irritation to a decisive moment when they seek a lasting solution; that moment signals a high‑intent lead. Matt argues that the practice must be present at that decisive moment by flooding the market with video and informational content so the prospect recognizes the practice when the need arises. He positions himself as a “maverick” who opposes insurance‑driven constraints and invites listeners to request a free physical copy of his book, The Anatomy of a Seven‑Figure Medical Practice, and to engage with the Practice Profit System for further support.
Chapters
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 skin knee, they're really not thinking about fixing the problem. They just want a bandaid. How do they feel? Hey, I'm Matthew Gologli, 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 want to 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, I just gutted out. I just took a lot of freaking Advil and iced it. I 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.
