BSA Health System

Physical Therapist

HCA Houston Healthcare

Content Prescription

LinkedIn Marketer

Covenant Care

Going home to home saving one person at a time.

CHRISTUS Health

Physical therapist turned writer and storyteller for healthcare companies. On a mission to end boring & ineffective marketing that repels patients | healthcare | writing | medtech

Healthcare professionals know how to treat patients but don't know how to market themselves. 

The reason is because they don't teach marketing in graduate school. 

But healthcare is a business. You have to communicate the value of your service to strangers.

Fortunately, the principles of marketing apply to healthcare as much as any other industry. You have a service. You find people who need it. You charge money for it. 

Healthcare businesses typically make one of several mistakes:

They rely on word-of-mouth marketing and referrals.
They don't differentiate in a crowded market. 
They rely too much on ads and social media.
They emphasize credentials, years of experience, and science too much.

Word-of-mouth marketing is slow and outside your control. Every other private practice offers the same services. Dancing reels on Instagram are cute, but they don't lead to more revenue. And patients don't care about the science, only the outcome.

ATTENTION VS RETENTION

It's one thing to get attention on social media or with SEO, but it's another matter to retain it. 

Retention is what makes a private practice successful, not just attention. Once a patient comes in for an initial consultation or evaluation, you want to keep that patient/client for life. 

Your website should turn visitors into patients. You should be flooded with inquires and consultation requests. If you're not, it's because people visit your site and leave. 

There's nothing compelling. The service descriptions aren't interesting. The blog hasn't been updated in a year. There's no newsletter. Your social media posts are nothing but discounts.

Without the right strategy, you won't do that, and you will constantly have to find new patients to keep your business afloat.

MARKETING PHILOSOPHY

The key to great healthcare marketing is to apply of the fundamentals. 

Your writing should be skimable, engaging, and concise. Mix education with entertainment. Tell more stories and fewer facts. Create more content from the founder. Take a stand. Be polarizing. Have a consistent message. 

Clever marketing might arouse a few laughs (Super Bowl commercials, anyone?) but they won't earn you lifelong patients.

MY CAREER

I've been a physical therapist since 2015. At first, I was more interested in anatomy and exercise. As my career progressed, I started to become more interested in business, sales, and marketing. 

INTERESTING FACTS

Born in 1986.

I write with my left hand but do everything else with my right hand.

My last name is pronounced BUR-see-AW-guh. It's a Basque surname.

AI is making your writing worse, not better. 
 
Three years after the release of Chat GPT, writers are already starting to realize the limitations of AI. 
 
People are already sick of AI content. It uses the same templates, too many “em dashes” and hyphens, and the same words (“delve”) too much. It’s not good at critical thinking. It’s too autistic. 
 
I use AI (Claude) to summarize information, find patterns, give me feedback, and organize information. I also use it to brainstorm and write basic drafts. But it lacks creativity, wit, humor, and will never understand human emotions.
 
We’re starting to see two tiers of writers emerge: those that can write without AI’s assistance and those that cannot. 

If you’re outsourcing your creativity and thinking to AI, you’re hurting yourself and your clients. Yes, you might finish the assignment faster, but long-term you become a worse writer. 
 
AI makes writers and marketers lazy. Writers who nurture the capacity to come up with original ideas and write from scratch will do better than ones who do not.
 
If AI is making experienced writers worse, then it’s making your writing worse. 
 
That’s why I’m cautious about my use of AI. I like that it can come up with 20 headlines in 10 seconds, but I also like to come up with headlines myself. 

Write something every day from scratch. Don’t use any prompts. Not only will it make you a better writer and thinker, but it will make you a more responsible user of AI. 
 
While everyone else is using AI for everything, you’re becoming a better thinker.
 
You have two options: be a top-tier writer who lets AI does what it does best, or you become a writer who doesn’t know how to write without AI. 
 
How are you using AI to write?

Kevin Burciaga, DPT

I write emails for physical therapists and health coaches, so they make more money and help more clients. Physical therapist since 2015.

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