EPISODE 9: LISA CORRALES
Lisa saw a need and knew exactly how to fill it. But being a novice in business was slowing her growth and brand reputation. Check out how together Ali and Lisa created a brand that serves her diverse audience now and in the future.
THE BRAND SKINNY
1. HOW YOU CAN RELATE:
Lisa knew she could make money, but wasn’t sure how to build a national organization with just her.
Because this was a business built on a need and not an internal longing to serve, Lisa was very clear- let’s build it and sell it.
2. THE DISCONNECT:
The only real disconnect for Lisa was what she needed to invest to build the brand. She understood the sales side, but the bigger vision so that sales weren’t 100 percent solely reliant on her one on one meetings - aka letting the brand do some of the support work for her- she was clueless on.
Lisa has a great idea with the Medical Assistant Network™ matching qualified medical assistants to doctors' offices who want low turn-over with their staff. The issue lies in the fact that these are two totally different markets.
3. THE BRAND STRATEGY:
Unlike most entrepreneurial brands because Lisa’s full intent is to sell her brand and her target audience is two extremes: medical assistants and medical office managers, we created a hybrid: part lifestyle and part corporate brand approach to speak to both audiences now and grow the business with the structure of being bought out.
Though Lisa’s brand has lots of traditional elements in its structure and feels we had to find the psychological thread that tied her two audiences: medical assistants looking for a job and medical office managers needing to fill positions.
The main commonality was a sense and desire for excellence. By speaking to the exclusivity of the medical assistants accepted by Lisa to be placed naturally created a level excellence. To help achieve this on the office manager side, we took Lisa’s medical assistant application review process and created a scale allowing the office managers to see which medical assistant skill sets would best serve their office’s needs.
Lisa’s entire approach and process on both sides exudes excellence.
Create a professional and approachable esthetic
Always speak to both sides of your audience: office managers and medical assistants
Share unique content to attract both audiences
Research and build the statistics needed in this growing field
4. EVERY ENTREPRENEUR'S LESSON:
Lots of time the information you are looking for doesn’t show up on a silver platter especially when you are doing what Lisa is doing and merging two existing markets.
We knew for the office manager side we would need to create some type of pdf document that the office manager could bring to the CFO or head doctor. These number people would want to see the numbers of what the value of using the Medical assistant Network to find their next on office MA was.
Needless to say, these numbers did not exist. To find them we had to ask the right questions, find trusted sources, and do the math.
The information you need is out there. Google has it. You just have to find it and figure it out.
By doing so we were able to calculate that is cost the average medical office over $12,000 to hire, train, and lose one medical assistant. Knowing this makes Lisa’s fee seem uber reasonable.
5. CONTENT MARKETING AND IMPRESSION MANAGEMENT:
Lisa’s content marketing strategies is one of the broadest because of her diverse audiences. The medical assistants are on Instagram, Facebook, and Pinterest. While her medical office managers are on linked in and connected with national organizations.
Because Lisa is currently a business of one we needed to make her content marketing approach as multifunctional as possible as well as duplicatable for future staff.
We reversed engineered everything.
Her audience is excellent obsessed- making sure that her communication, execution, and esthetic are always consistently excellence is key.
Deviations from this and she will begin to look like what the rest of the medical assistant industry looks like- sketchy.