As the Director of Market Savvy, Megan Walker makes sure that our clients will not be disappointed with our consulting services. She provides a clear marketing plan that matches your business style and resources to increase your brand awareness. Learn more about Market Savvy in this interview.
Wayne Bucklar: My guest today is Megan Walker. Megan joins me from Market Savvy in Brisbane, Australia. Megan welcome to the show.
Megan Walker: Hi Wayne, thanks for the opportunity.
Wayne: Can you talk to us for a little while about the services you offer to the market and maybe who your customers are?
Megan: Sure. So we chose the name Market Savvy because we believe in doing business more smartly, a cleverer approach so our services involve marketing and business device and delivery. Our clients are health practices and health organizations and the not for profit sector so typically we will help those organizations better market themselves, achieve a stronger brand, more brand awareness or inquiries and better commercial outcomes.
Wayne: Now in the health sector, that’s a really big sector. It goes from the kind of neighborhood general practitioner through to multi-billion dollar hospitals. Do you cover the whole sector?
Megan: I have got a background in hospitals myself, marketing in hospitals and also in medical research institutes. I’ve got a couple of those clients at the big end but I suppose I have to be honest my favorite space is the allied health practitioners, so I love helping out the one to ten sized outlets of psychology practices, podiatrists, radiologists, speech pathologists, etc.
Wayne: And the…allied health practitioners are always kind of…cousins in this mix aren’t they?
Megan: Often and marketing’s become a real urgency for those guys. They’re business owners, they’re really are SMEs, small-to-medium sized organizations, and they have an absolute aspiration to market effectively and properly to get referrals and new patients. And I think that’s become more urgent in probably the last 18 months – 2 years because of the corporatization of GP practices where we’re now seeing a lot of allied health become in-house so how does this sort of one man band podiatrist down the road get his business, feed his family and that’s where I do a lot of my work.
Wayne: Now in that allied health professional, you mentioned speech pathologist and podiatrist and I guess radiologist and occupational therapist – that’s a big list.
Megan: Yes, audiologists, psychologists they actually basically have the same marketing requirements. They need a really good website that is now we’re finding GPs aren’t referring specifically. A few years ago you go to your GP with a sore knee, let’s say he’s 2 or 3 physios in the local area that we recommend now they’re really saying to patients “You’ll need about 6 treatments for that knee. Go onto Google and find a physio in your local area.” So the prevalence of an allied health practitioner having a really good website has suddenly become far more urgent than it used to be and not only the quality of the website but being found. So it’s not the old brochure that you just do up 10 years ago and leave it sit there and hope no one looks at it. If you don’t have ‘physiotherapy North Shore’ or wherever you are, you don’t exists. The Google factor is really hitting those guys hard.
Wayne: Yes. Google’s a kind of interesting monster these days, it’s much more an advertising engine than it is a search engine in my view. And if you’re not going to spend a lot of money advertising directly on it, you have to be very good at making sure your media content reaches all of the needed requirements. There’s over 200 signals in Google now and you really do have to pay attention to what they require if you want to be on the first page.
Megan: Absolutely. The other thing when you said before that allied health is diverse, they all need a really good website. They all need really good search engine optimization, they also need to have an absolute 10 out of 10 referral program for their GPs, for specialists and for patients and again they haven’t had to think too much about that in the past, 80% of their referrals came from GPs and that’s not the case. They need to know how to ask a patient to refer to friends and family so there’s a lot of work that needs to be done on the marketing front for allied health.
Wayne: You certainly have an interesting field there. You mentioned some research institutes too Megan.
Megan: Yes, so I’ve done a lot of work with the Wesley Research Institute and I do work with QUT, the Institute of Health and Biomedical Innovation and we do work in the area of wound care and progressive neurological disease. And yeah, again all situations that require there’s a target audience out there that they need to reach for either commercial exchange or for fundraising. So some of those health traversing to the not for profit sector and they have an objective of raising philanthropic dollars.
Wayne: And a lot of the time that’s really about the messaging because if your message is not out there it’s unusual for people to seek you out to give you money.
Megan: Absolutely and the type of events you have that support that. Who you know how you garner the hearts and minds of foot soldiers to create a fundraising team that’s working the community and working high net worth givers, absolutely. Actually there’s just quite a lot of strategy that needs to go and behind that it’s not just ‘spray and pray.’
Wayne: Once upon a time I was a nurse but that’s like a lifetime or two ago and when you talk about ‘spray and pray’ that reminds me of a use of topical antibiotics 40 years ago that was pretty much how we did it.
Megan: That would be the equivalent of marketing by PR and billboards and you were kind of call that a bit more the ‘spray and pray’ of marketing world, some of that, and hope for the best.
Wayne: And you mentioned also in you handle some big hospitals?
Megan: Yeah, I do have done some work with big hospitals in the past and also a private health funds as well so I’ve done some work there.
Wayne: And lots of people don’t often think about a hospital as employing maybe ten thousand people but for big hospitals, that’s the kind of numbers they’re employing and I guess as a marketing, you should not only internally but externally as to have a hospital sits in the community.
Megan: Most definitely. It’s a sale that is one hundred percent trust based and where people are making decisions about clinical procedures, the name and the reputation that they stake that decision on.
Wayne: In your business, are you looking to grow at present and actively seeking new clients?
Megan: I am. I am working smarter not harder in my business and I’m looking at ways that I can deliver lower cost, high impact services to clients. I’ve been very dedicated for the last 2 years to looking at products that will achieve those SEO and website outcomes for clients that don’t cost what they used to. Clients don’t necessarily have the big dollars to spend every month in the traditional way that marketing and PR agencies used to charge. They’re looking for services that are lower than the grand and nimble and automated and that’s the space that we’re very much heading into.
Wayne: And what’s the best way for people who might have seen you on the program today to get in touch with you?
Megan: Give me an email, [email protected] or visit my website which is marketsavvy, 2 Vs in savvy although they’ll be intelligent listeners, marketsavvy.com.au and drop me an email and we can talk further.
Wayne: It’s been a pleasure having you on the program Megan. Thank you for your time today.
Megan: Thanks for your time Wayne.