- Intro
- Standardization of Procedures—Accomplished by the CMA
- A Whole New Class of Options for Healing Disease
- Profit: The Doctor’s Four-Letter Word & “Crabs in a Bucket”
- How to Create Your Own Club
- A look at my Botox Club
- A step-by-step process to making your club
- Other “Cluster Club” Ideas
- References
- Relevant Links
Welcome to The Journal Club tonight. Tonight’s club meeting will be mostly focused on marketing, but I want to relate it to a review article that came out this past week, let me just show that to you, because it brings up a point that needs to be talked about more. And it’s one of the biggest criticisms of anyone who’s using platelet-rich plasma and many of the surgeries that are being done.
And remember a good critic or even a smart enemy is good because it makes you smarter. It makes you remember to think about things more deeply. And without people looking at us and criticizing us, we have less motivation to get better. And this is mostly a friendly article, but it brings up a common thread in those who would criticize us. And so I’ll just go ahead and get to it.
By the way, this article is open source, so I have it where you can download it in the handout section if you click on that. And also have links to everything we’re going to talk about. The marketing piece will be about how to set up your own club or your own click and subscribe the way Amazon does. And it’s much easier than you might think. And even if you don’t want to do this yourself… I don’t think I’ve ever really gone this deep, even in my workshops where I teach how this creates profit. I’ve never really gone this deep into the details of how to do it. It’s really not that difficult. So I’m not sure why I haven’t. So that’s what we’ll get to shortly.
Standardization of Procedures-Accomplished by the CMA
But first, take a look at this because here’s the thing that I want to bring up. Introduction (click), here. It talks about the need for standardization; that’s what I’m getting at. If you read this whole introduction, our main criticism is always that there’s no standard way of doing things. Let’s see, here we go. Oh, yeah, here it is. This is sort of the main point of the whole article; despite the advancements made in this field, it lacks regulatory guidelines and standardized procedures, which imposes one of the biggest challenges of the field.
This is actually the reason I started our group (the Cellular Medicine Association). And I should emphasize this more because I think we see it as a way to share ideas, and it serves that purpose. We pool our money and finance research, it serves that purpose. But when I first started doing this, what I had noticed as a cosmetic physician is that there was no regulation of cosmetic injections. And that seemed to be a problem to me. And as far as I know, to this day, no board exam covers how cosmetic fillers are done or how cosmetic Botox is done.
Think about that, what else in medicine even comes close to that frequency of use and yet is not covered in even plastic surgery? Unless something’s changed recently that I don’t know about, it’s not part of that regulatory standardization process. To make it even more, I guess, good, but it’s still troubling as well, is that it crosses all these different specialties, dentists, plastic surgeons, family practitioners, urologists, gynecologists. Everyone’s doing Botox and fillers. Some cater to more than one indication, perhaps then another, but it’s crossing all specialties or multiple specialties. And what is everybody’s business becomes nobody’s business.
So that the way one person’s doing Juvederm, for example, in the same neighborhood as another person, their technique may vary widely. So seeing that and starting to use PRP for sexual treatment purposes back 11 years ago now, I thought, wow, there’s a need for some sort of regulation about how this is doing it. Also, PRP’s not a drug, so there’s no FDA regulation, and there’s no board regulation. So there should be some way to agree and basically have a club of doctors that agree to follow certain guidelines. Which is, when you get right down to it, what every board is. It’s a club of doctors who agree, that this is what we’re going to do. And then that way of doing things becomes as respectable as the group becomes.
So there is a standardization of PRP procedures within our group. There is no standardization (as of the time I am writing this) among providers who are not part of our group; PRP methods are not being regulated by any board, just as any board does not regulate Botox and fillers.
And unlike Botox and fillers, PRP is not even regulated by the FDA. So there’s really nothing that keeps anybody from buying a centrifuge, some tubes, and saying they’re doing a Vampire Facelift® or an O-Shot®, at least using that name, except that our group, we own the names. So, that allows us to regulate who uses that name to communicate with potential patients.
Now, in no way is the Cellular Medicine Association (CMA) a medical board. I realize medical boards are a whole different stratosphere of requirements and history, and the CMA is not even a comparison, except in the idea that the CMA is a way of regulating how things are done. And that’s why I formed the group. And it’s why I trademarked it rather than using a patent, which you cannot enforce with a medical procedure, but a trademark you can enforce who can use and who cannot use for marketing purposes—which means you can regulate quality by regulating who can advertise.
So we are doing this standardization that the paper under consideration suggest is needed. I think even people in our group sometimes don’t understand this is one of the main purposes of our group and we’ve done it well. And it hasn’t been easy or cheap. You guys know that we have spent literally millions of dollars. Our biggest budget item by far is not me or my staff or even our research. Our biggest budget item is legal, just fighting back against the infringers who want to pretend like they’re doing something when they don’t even know who we are. Much less how we’ve standardized our procedures, which are laid out in great detail on our membership websites.
So, we do finance research, and we do things to help educate patients, but this criticism of our procedures (lack of standardization) IS being done is being addressed daily to the tune of many thousands of dollars a month and multiple attorneys. A big part of what I do daily is deal with attorneys about how to keep it tight and keep people from using our names who do not know what we are doing (and, therefore, may be putting patients at risk).
A Whole New Class of Options for Healing
This is a great review, by the way, and great as it is succinct and it gives a good overall view. Part of the reason that there’s less understanding about and why PRP is not regulated—PRP is part of a whole new class of therapies. We have surgeries. We have drugs that are antibiotics. We have vaccines. We have autoimmune attenuators like prednisone. We have mechanical ways of fixing things (stents, for example). But the idea of injecting something or waving a wand that has an energy of some kind of radio frequency or laser lights to cause tissue to become healthier that’s a recent development in medicine.
And so the medical powers that be and need to be are wrestling with how to deal with this whole new category of making the body healthier by doing something to make the tissue healthier specifically.
As an example of the fact that making tissue healthier as a way of healing disease is a new idea until we started doing PRP in the penis, there was nothing that a person could buy and no procedure they could undergo that would actually make the penis tissue healthier. Viagra, penile implants, Trimix, vacuum devices that’s what we had. None of them, not one of them, makes the tissue of the penis healthier. People were doing and are still doing, thankfully, research with stem cells, but that’s out the window for the practicing physicians in the US (for now). Because the FDA has reclassified stem cells as a drug, we cannot use stem cells unless we are part of an IRB study.
I won’t get into the politics of the rules of the land, but that’s the rules of the land.
So, that’s what we have available to actually make the tissue healthier, as far as something you can do in a medical office. You can go running and you can take vitamin E, and you can do things that make the whole body healthier and, secondarily, make the tissue of the penis healthier, but there’s nothing in Harrison’s textbook that directly makes tissue of the penis healthier. It’s not there.
And so along comes PRP. Well, that’s a whole new class of helping erectile dysfunction by improving tissue health. And now we know Botox also actually helps the tissue of the penis become healthier, and that’s coming soon. And there’s going to be a combination of Botox with PRP very, very soon that we’re going to be doing (we are doing this now and call it P-Shot 100™ because we use 100 units of Botox). And then you’ll have two ways that actually make the tissue healthier combined into one procedure that you can legally (within the guidelines of the FDA) do in your office.
We’re living history, I think; we are living to watch a whole new branch of medicine developing—regeneration of healthier tissue as a way to heal disease—regenerative medicine. This new branch of medicine is having growing pains. It’s in its infancy, and it’s having growing pains. Of course, the dentists and orthopedic surgeons were a couple of decades ahead of us on this, but we’re only a decade into sexual medicine, using tissue health enhancers like what we’re doing.
So read the thing, and in the links in there. Also, I posted all this. I should give you guys this. Let me copy this for you. I put all the links to everything we’re going to talk about onto a page. I’ll put that in the chat box. And if you click, it’ll be open when we shut this down.
Profit: The Doctor’s Four-Letter Word & “Crabs in a Bucket”
The other thing that speaks to the same subject… You guys, we’re looking at the journals, but we’re not really looking at science tonight. We’re sort of looking at our phase in history, but it’s useful to know so you don’t get blindsided. The same thing happened in JAMA, and some of you guys were on the call when we discussed this fairly recently, came out in May of this year. And when you read this, what they did, they secret shopped people using PRP and some of them advertising P-Shot®, some not. We know that many of them were not in our group because, in the article, they talk about chiropractors and others that we would not license to do our procedures because we follow different criteria.
I have respect for our chiropractic doctor friends, but in most states, well, all states, chiropractors are not allowed to do injectable fillers and Botox. And following that same idea, we don’t allow chiropractors to do our P-Shot®. So we know they surveyed people that are not in our group, but yet, they projected the same criticism toward us as to those outside our group—that there’s no standardization, which is incorrect since we do have a standardization.
So, that’s just wrong. There is standardization within the people in our group. And so we’ve called them out on it, and I’ve spent some money on this. The outcome is still to be determined, but I will go to the mat. This is David and Goliath because our CMA is now talking to JAMA about the legal need for them to make a correction to this erroneous article. But if you get right down to it, what angered them the most is the money. They don’t like that we’re making, see all this, the mean price was $1,500. What’s that got to do with the wind velocity in Taiwan today? This is about as important if we’re trying to figure out if this is a legitimate way to help people with ED or not.
Let’s remember, let’s always remember when people try to… I’m going to stop right now and just give you a little background. I don’t know why maybe it was my bent, I was brought up in a conservative Southern Baptist upbringing, and I grew up, my heroes were Moses and St. John out in the wilderness eating grasshoppers and Gandhi. And I grew up and read Walden, and I lived out of my car for a year just because I wanted to experience owning nothing. Math was always my easiest subject, I don’t know why, but I was just blessed. I could just read calculus like the newspaper almost, but it was difficult for me to memorize things. I was nowhere close to the top of the class with that. Just couldn’t. It just aggravated me.
And so I was not top of the class, but my dad, when I was a kid, took me to see this little statue that’s in Birmingham. It was some guy that help found the University of Alabama in Birmingham Medical School. And it said it’s still there as far as I know, something to the effect, “He would’ve been known as a statesman and successful businessman (and two or three other things), but instead, he was known as a physician.”
In other words, there’s nothing better you can do than being a doctor. And dad showed me that, and I thought, “Okay, that makes sense. So I’ll go be a doctor.”
But my dad warned me, even as a kid, he said, “People will always want their doctor to be poor and their lawyer to be rich. It’s always been that way. It will always be that way.”
So I just decided, “Okay, I’m just going to be broke my whole life. And I’m just going to kind of be like a St. John and eat grasshoppers, and I figure the system will take care of me.”
The system did not take care of me.
And when I quit the ER after 12 years and opened a private practice, I just about went broke because I was doing so much for free (whether I wanted to or not) and figured if I were a good doctor, insurance would take care of me. And you guys know about how far that lasts if you’re doing primary care. You can’t live on 140 bucks for an hour and a half level-four visit (out of which you give $14 to the insurance billing company, $70 to overhead, and 1/2 of the $36 that’s left over to taxes—leaving you with $18 an hour on a good day–unless you do tricks (like some sort of procedure) to bring in cash or extra insurance income. But as far as diagnosing sick people and figuring out the best medicine to help them get well or stay well, you cannot survive on it.
Now let’s pull that out because I’m about to tell you how to make some cash profit. I’m going to use that four-letter word “profit.”
Most doctors cringe when you say the word profit.
I used to cringe, it was a dirty word. You should not try to make profit if you’re a doctor. Most of your patients do not want you to make profit. They want you to live and be St. John and just do it because you want them to be well. They don’t want you to be rich. And it’s okay, it’s not their fault. It’s just the way the world is.
The world is round; it circles around the sun; people will always want their lawyer to be rich and their doctor to be poor—you may not like these things, but there is nothing to be done to change them.
So I found (as an internist) that we just couldn’t keep the doors open (by just thinking about complicated sick people).
And if you think about it, a good hour and a half massage at a fancy hotel is going to cost you $300. It will cost you more than you get paid to spend an hour with someone with three organs failing on 10 medications. And if you make a mistake, the person dies. And your massage therapist went to school for six months. It costs more by far to rent a jet ski, to rent a jet ski. I live close to the beach. To rent a jet ski costs more than a level four visit. Just for a half hour on a jet ski cost you more than an hour with an internist who’s diagnosing something that’s life-threatening. And if he gets the dose wrong, you die.
But it still feels wrong. Even though logically, it still feels wrong for most doctors and most patients to say the word “profit” when referring to a physician’s medical practice.
And even, down here, we call it “crabs in the bucket,” you realize these are doctors complaining that another doctor might be making money. Think about that. We call it crabs in the bucket because down here (in Fairhope, Alabama, where I practice medicine), if you catch crabs that some of us do and like to eat them in salad and stuff, and you want to boil them while they’re still alive. You don’t want to eat a crab that wasn’t alive when it was thrown in the pot. And so you catch them, and you throw them in a bucket but keep them alive. One crab in the bucket will easily crawl out so you need a lid for the bucket, but if you have more than one crab, you do not need a lid for the bucket because when one crab tries to crawl out of the bucket, the other crabs will grab it with their claws and pull it back in the bucket.
They don’t want a crab crawling out of the bucket where they are, so they pull it back down to where they are: crabs in a bucket.
So this JAMA article is crabs in a bucket. And the people most jealous of your income will be other doctors (not patients). Instead of saying, “Oh, that’s kind of cool that you’re making people well, and you’re also making your house payment and able to put your kid through school with money left over.” Mm-hmm. No. That’s not the comment. You’re making something that is okay, so it’s the price of three massages, but the comment is still, “You shouldn’t be doing that.”
So that’s what this JAMA article is about. It had nothing to do with medicine and everything about crabs in a bucket mentality.
And they got it wrong because they said there is no standardization, and they used the word P-Shot®, which is slander (erroneous criticism). So I am on the warpath about this. It’s a hack piece. The people who wrote it should be embarrassed. And I will go to the mat with them. David and Goliath, who knows? If I disappear (metaphorically), you’ll know why. But what am I worth to this group if I cannot take some of our funds and fight for us?
Anyway, so I wrote a memo in response to that. And this took me several days because you’ll see it has quite plenty of references to back up the memo. And I analyzed the JAMA piece line by line and debunked it for what it is, which is just a cheap hit piece where they didn’t even report; they “secret shopped.” That means they probably talked to the freaking front desk person who was possibly working at waiting tables the week before and never even talked to the doctor. If you read the methodology about this piece, it’s just freaking trash.
I wouldn’t wipe my arse with it.
So it was easy and fun to make them look stupid, and all the links to all this are here. But the reason I’m showing you this is that remember, I like a good enemy because it makes me think. It makes me think about what we’re doing. And, hopefully, it’s making you think. One of the strongest reasons for our whole organization is to think about the standardization of what we’re doing, to have communications like this and to finance research, and think about what we’re doing to the point where we all agree about certain things.
For example, we all agree to use a PRP device that’s been approved by the FDA. It’s a no-brainer. Why would you want to save money on something and use some hack technology that’s made to do a CBC instead of using technology that was made to prepare blood to go back into the body? So if you’re doing that, you should stop. You’re risking things. Unless you’re in parts of India or someplace where the people are literally living on the dirt, and that’s all you can afford because it’s all they can afford. And that is true for some of our providers. But if you’re in the United States of America and you’re doing that, you’re practicing hack medicine.
So we have certain agreements, and we’re functioning to do exactly what our enemies say is needed. So that’s what I’m bringing up. And we should think about it more. Some of the questions, there are infinite numbers, but some of the questions about volume and variations and technique and where the needle should be put and such as that need to be thought about and recorded more. And some of that is in the work to be done. So I’m through talking about that part of it for now.
Again, there’s no new science I’m telling you about right now, but there is a nice review article that I’ve given you that gives a good bird’s eye view of cosmetic gynecology. And actually, mostly, it’s complimentary. It’s not inaccurate to say there’s a need for standardization. What’s inaccurate is to say that need is not being fulfilled. At least within our group, it is. And others might join forces with us or come up with their standardization, and we can compare notes.
Okay, enough about that. Now I’m going to walk you through how to set up a club.
How to Create Your Own Club
A look at my Botox Club
Just so you can see how this might look, I’m showing you… Let’s see if I can show my club stuff.
So you can see, I subscribe to paper. I subscribe to gloves. I subscribe to cashew butter, and subscribe to toilet paper before COVID. Let’s go to Mylanta. There’s probably a way you can subscribe to Mylanta. Amazon has, let’s see if they have a click and subscribe. Yep, there you go. So you got a one time purchase, but you also have subscribe and save.
That’s a “Mylanta Club,” in my opinion. And they give you a little discount so you can click and buy it, or you can subscribe to it (and join the Mylanta Club).
So when I went all cash in 2003, whatever number of years ago that was, it was a pretty dramatic thing for me, because I didn’t know when you give up your PMD status with Blue Cross Blue Shield, which rules Alabama, you can’t bill anybody for cash for six months, for anything that’s covered by Blue Cross. So I eeked along on some clinical trials that I had running and lived on that. And then I started doing for cash medicine.
I didn’t know the word “concierge” medicine. I just had people pay me to come see me. I was thinking more like 1950s medicine, where you had hospital insurance. You paid your doctor, but you had hospital insurance. When you think about it, the price to go see a primary care doctor is less than a fancy haircut in some salons. The idea of having insurance just for a doctor visit didn’t really come until the ’70s, late ’60s. You had “hospital insurance.” You paid your primary care doctor. I just thought, okay, let me go back to that.
But then I was fiddling around building websites since 98, and I thought, “Well, let me see if I can make some clubs,” is how I thought about it. And I figured this out. It is not that hard. So let’s just dive into it.
One of the things I created was a Botox club. I don’t know if Allergan had its discount club for patients back then, but it always bothered me (because people could cash in their points with any physician) even when I learned about it. I had already made up my own club.
I started doing Botox before Juvéderm was approved in the US. And so I was fairly early on, and I don’t know if Allergan had their club, whatever they call their club back then.
But I set mine up and the way my club worked it, let’s see if I can find it for you. Yeah, there it is, my Botox Club. You see how old this page is, so freaking old.
The way the club works: you click the link, and it bills you $25 a month. And after three months, when you come to see me, you’ve paid me $75, but I give you $100 off your Botox treatment. If you took four months to come to see me, then you’ve paid me $100, and I give you $135 off.
Some people have been in my Botox club for more than a decade. I had people that paid me all the way through COVID, they were still paying me to be in that club.
I’ve set up vitamin clubs, all sorts of clubs.
A Step-by-Step Process to Make Your Club
So I thought I would walk you through just setting up a club right here on the call. Just let you see how to do it. And so let’s do that.
I’m going to first log into my website, and you’ll see all the tools that you use, and realize that if you don’t want to do all this, at least see how easy it is, so it shouldn’t cost you thousands of dollars and wait a month. Now, you notice I logged into my website. It just went in because it knows my password. But if I log out, you can see what it looks like. It’s not that complicated.
1. Log into your WordPress website
Someone needs to build it for you, but once it’s built, if you have a WordPress website built, logging in is just like logging into your Facebook page or something. It’s just a blog. Let’s see if I can get this to work. Hold on a second. Okay. So now I’m in.
2. Add a new page or post
Now, if I want to add a page, I can just click, and add a new post. And then I have something that looks like a Word document. This is just typing like a Word document. I’m going to call it Altar, and I’ll show you how I could set up a way, and I’ll just do it while you’re watching me, set up a way for people to buy Altar.
Most people complicate these things. They start with pictures and everything. They worry about the way it’s going to look and we’ll make it look reasonably well. But you know what I like to start with the button.
Until you have the thing that they click on to pay you, you have something that looks pretty, but you do not have anything that is helping your business. So I start with the button where they pay.
3. Make a Pay Button
So let’s go now make a button that puts people in, and this is where the club’s going to be, some of you sell our Altar.
Let’s see vampireskintherapy.com. Okay. So here’s what we’re going to sell. And I’m not even going to make a new video. I’ll just use this video that’s already made, and we’ll sell Vampire Altar cream. All right? So that’s what we’re going to do. And we’re going to make it a club while you watch. So you see this isn’t that hard. So I’ve logged in, and I can type in here just like I would with the Word document, but I need a button first.
So I’m going to go to 1ShoppingCart.
Let me draw this out for you. Okay? If you have a button on a webpage and you have a person over here that has a credit card, and here’s their credit card. Now, if they click this button, here’s their bank that has dollars in it, the shopping cart, unless it’s PayPal, and you can use PayPal, but you got to be careful with PayPal because they’ll slam you for doing anything that even hints at something that’s a prescription drug.
Don’t blame them. They don’t want to get into the pharmacy business, and they will shut your whole account down. And by the way, every way that you can be shut down, I’ve probably had it done to me, including this one. I didn’t know that rule. And I had a PayPal account that, at the time, I was just rebuilding, had most of what I owned in the planet in it. And I sent out one email that let my patients know that I had a sublingual Viagra I was going to have in the office because you can have a legal pharmacy in Alabama. And that was it.
Now I’m checking in a hotel, and I found out my funds were frozen. The whole account was frozen for three months.
So I recommend, even if it’s legal for you to have a pharmacy in your state, be careful with it. I recommend you not, and I at one time had a pretty interesting cash flow from doing that, but it puts you into all sorts of headlights and draws a target on your back because the pharmacist doesn’t like you to do it.
So start off with non-prescription stuff, which our Altar is non-prescription.
Anyway, but you still have medical things you’re doing. And you’re using words like Botox and stuff. So I recommend you can integrate your shopping cart with PayPal, but don’t make PayPal you’re one and only shopping cart. Because, now, if they ding you for something, which they will occasionally, your cash register just got shut down. So make it one of the ways you collect money, but please don’t make it the only way you collect money.
So my 1ShoppingCart makes PayPal an option when you’re checking out, but I can live without PayPal. All right?
So there’s the button.
So if this shopping cart can’t get to the person’s bank, what does? There has to be an in-between.
So my in-between is Authorize.Net, and remember, I’m a belt and suspenders kind of guy. So I also have a whole other shopping cart through; what do I call that thing? Anyway, I have a whole other system set up that goes through my bank PNC. So don’t let that confuse you, but just know you want to have lots of different backup things eventually. But start off, I think 1shopping is the easiest way to build a shopping cart.
And then this is whatever when you slide a credit card in your office, whatever that is in your office, it integrates with your 1ShoppingCart, and that’s what gets the money. Okay. So 1ShoppingCart talks to Authorize.Net, Authorize.Net talks to your patient’s bank, take the money out of the bank, and then puts it into your bank. So this is doctor’s bank, doctor. So the dollars go into your bank.
Now, that’s a one-time transaction, and Authorize.Net, you can fiddle with it and make it do more than one transaction, but it can’t do anything else. But I could tell 1ShoppingCart to send this person an email, and you’ll see I can do all sorts of different options in it. And then the options happen here. And then the 1ShoppingCart bill tells Authorize.Net to take the money out with whatever frequency I tell to do it. But that’s the in-between thing. And, again, it’s not that hard to set up, and I’ll show you where you do it. But this entity with you would be whatever’s billing the credit cards in your office. All right, let’s make this picture go away. And I go to the next step. So that’s gone.
Now, if you go up here under set up, there’s a thing called “gateway,” and when you click on that’s where you get a code from whoever’s billing your credit card, and you put it in there. And that’s what allows 1ShoppingCart to talk to the person’s bank and put the money in your bank account.
4. Create a New Product (with price & frequency of billing)
So let’s make this Altar subscription. Oh, we have to create… I’m not searching to make one. So we’ll create a new product, and now I’m showing you the club part. So I click the button and create a new product.
Now I’m just going to write “Altar subscription”. And $97 is the suggested retail for our Altar, so I’m going to bump it down five bucks and make it $92 if they subscribe.
See anything hard yet?
I get to make the name of it. If this was my Botox Club, I could just put Botox club there and make that $25. You get to make this up.
Now, I’m going to save it.
And then I have to tell it how often to bill them.
So I’m going to say enable recurring billing, and I’ll make the recurring price $92, and make it happen monthly.
I don’t get bogged down on all this other stuff. Like the first charge is some amount and after some amount and some amount… If they happen to subscribe on the 31st and then the next month is February and there are only 28 days. The software figures it out. You don’t have to worry about it. I leave it at no limit. They can tell me if they want to unsubscribe; not a big deal.
And I’m done, so I save it.
Now, what about the button part?
Simple, I go over here to links, and right here, I just say “a link for sharing. “
And let me pick out what I want the button to look like. We’ll make it look like that. I like that one. And so we click to generate the link, and now here’s the code.
You don’t have to know what any of that means. I’m just going to copy it.
5. Add the pay button to the page
Now let’s go back to the page. Remember I’m starting the page with the button to pay. Most people start with pictures, I start with how you will collect the money.
If I have that, if nothing else, I can just pull up the page on my iPad and say, “Here, click this button, and you can subscribe to this Altar so you can buy it every month.”
But until I have the button, I don’t really have anything I can do with it to make profit.
So now I’ll paste that into there. All right. It’s okay, I don’t know what that means either.
And now there’s a button.
Now let’s save it so you can see what it looks like. And we’ll look at it. Now I have a button on my website.
See, health lessons is what I call my website, and that’s it. Nothing else but a button. But when I click on it, there you go. It’s an Altar subscription for 92 bucks. And when they click on that and see, they can check out with PayPal because I have it connected, and connecting it to PayPal is just, on the 1ShoppingCart thing, you go to the gateway, and then you just log into your PayPal account. Boom, it’s connected.
And then it’s just as easy with whoever processes your credit cards. You just get a code from them, might mean a phone call or two, but that’s it.
So now I’m going to check out, and then I would do that, and I’m subscribed.
6. Add the click and agree
Now you have to have this, which tells them that I’m agreeing, I’m going to pay them every month. If they call me and they say, well, it doesn’t really matter what they say, “The moon was wrong,” or, “I didn’t have my glasses on,” or, “I didn’t really know what happening,” or, “I just need to pay my gas for my car.” I don’t care what they tell me, if they want their money back, I just give it back to them.
But they do have to click and agree. And that’s just a setting that you can find. It’s not that hard to do. There’s just a setting. So they fill it out, boom.
7. Collect the money & Keep the patient
Now I don’t have to think about it. Now, once a month, they’ll get billed 92 bucks. And the shopping cart will make for my staff a packing slip that goes in the box, and it makes for them a label and a tracking number. It makes everything.
In other words, in my office, it’s Taylor, and that person’s changed over the years, but I have a person (it used to be part of one person’s job), but then it turned into a whole job. And sometimes it’s been more than one person’s job. Depends on how much you’re shipping. But this has to be someone reliable because if someone pays you and you don’t ship it, that’s mail fraud. So you have to ship it.
But all of the paperwork and the billing are handled by the software. And what happens is your staff logs into whatever software you’re using. I like US Postal Service 2-day mail. And then they copy/paste the stuff from the shopping cart into the postal service software, and you get a tracking number.
And then that goes here, and it’s just click, click, and you’re done. I won’t go through that part of it, but it’s easy enough that this is someone that doesn’t have to be brilliant, but they must be reliable. My person happens to be very smart too, but they do not have to be super smart, but they must be super reliable.
So now I have a button that starts recurring billing—that makes a club.
Now, next to this button, I can write subscribe for $92 a month. Now, I want to let him just buy a bottle of it too. So I can say, “buy one bottle for $97.” It’s not per month because they’ll just be buying one bottle.
And so I could go back over here. We got the details here so that one. I could change this and just make this Altar and turn this into 97 bucks, and I can save it as a new one and make a new button. Now I would add a description here.
And there’s a place where if you wanted to, you could add in tax or shipping, Amazon doesn’t charge shipping. So I just ensure there’s enough profit in the thing that I can ship it in the US without having to charge shipping. I’ll leave that up to you, but that’s how I like doing it.
So now let’s make another button. You saw how quick that is, so we’ll make another button that looks like that. Done. And then here’s the thing. So we copy/paste that.
And you’ll see making the page is also equally as fast.
You’ll be shocked and wonder why you ever paid anybody to make a web page.
Add a Video to the Top of the Page
So let’s go, and we’ll just paste it right there where that’s blinking. All right. So now we have two buttons, and that’s a webpage.
I could make money as long as I have buttons, but I’d like to be a little bit more sophisticated. And let’s just check it; I like to ensure everything is working. So let’s save that. We’ll take a look at it. So buy one bottle for 97. There you go, 97 bucks. So let’s go back to our thing.
Now we need to make the page start with a video. I just read some stuff this past week about marketing and no one had ever quantified this for me, and so I was shocked by the numbers. But it was something like, the number of words someone could read in an hour, average person, was, I don’t know, 15,000 or something. But then the amount of ideas that could be communicated in that same amount of time with a video was over a million!
Most of us think in images. We read words, but the words create images. It’s hard to emphasize how important a video is. So let’s go grab a video. There it is.
So let’s click on the share button, and then we’ll do that.
And then let’s click the “embed code.”
Let’s see, share, embed, that’s what you’re looking for. Every YouTube video, they all have it, because people want you to share their videos. In other words, if they have that share button like that, it’s not illegal to use it. And by all means, if you’re… That’s the guy who invented the active ingredient. Amazingly brilliant man. It was a NIH study. He’s a PhD guy that’s so smart that I could barely sit next to him.
Multimillion dollar study in wound care. Our stuff has strong science behind it. So now that I have that code, let’s go back over there and put that on the page. So we’ll put that right there.
So now let’s take a look at it. Oop, where did it go. There it is. So now we have a page that has a video and it has links. I mean, it has buttons to buy it with. Now, if I wanted to, I could also take this video and have it transcribed or I could write my own stuff, but I could take this code right here and go to rev.com. R-E-V.com. Log in here. This is how I get out Journal Club’s transcribed. Place a new order, transcription. You see what I’m going with this, right? I can transcribe that video. And now I have words for my page if I want some words.
And so, it’s a 38-minute video, so in six hours, I’ll have a transcription. Let me check out and pay for this because some people would rather read than listen. And they could read that 38-minute video faster, but some people want to watch it. Glossary, I have a glossary made that has all of our science words already in it. And then I speak redneck, but I think he’s of German descent. He’s probably… I’ll just put… Well, the redneck’s probably harder to understand than him. So I’ll put redneck. And whoever can understand good Alabama will be able to understand him. Okay, so I’m done. So now, in an hour, I’ll have a transcription that I can post beneath that.
Share the page you made
Social media
But I’ve got a page now. And you can see, I don’t really like social media so much. I feel dirty when I go on, not because of being judgemental about the subject; I don’t feel dirty about subject matters, any subject matter, but just the hate and the vitriol and the way people talk to each other on social media in ways they would never talk if they were in the room with other people.
But I still have the website connected to social media. So when I publish this, which I just did, it’ll go out there without me having to go get mud myself by actually looking at social media.
So now I’ve got that page.
Now what I can do, again, I have all these links to share it with, but that’s not my main way of communicating with my patients. Now, I’ll take that link, and I’ll put it in an email that goes to my patients alone, that says, “Hey, here’s where you can buy your Altar…” Oh, I should put a picture of Altar™ there too. “Here’s where you can buy your Altar and also subscribe to it.”
And now, every time someone comes to see me for Botox… Everybody that’s on Retin-A in my office they’re on the Altar, too, because it keeps them from peeling so much. And, of course, everybody gets it after a Vampire Facial®. It really is a strong, amazing product. And so now I just created a way for people to subscribe to it.
That’s how you do a subscription.
But, again, this will not make you much money unless you talk about it. You send emails to your people about it. You have people pull it up on their phones while they’re getting their Botox. You say, “Yeah, if you want to stay on it, just click and subscribe to it.”
And now you have a way to make a club.
Other “Cluster Club” Ideas
Other ideas and I’ll shut this thing down, is, for example, if you have a men’s clinic, you can cluster the following: P-Shot® once a year, shockwave treatments, a series of six, and then one a month for the rest of the year. You could add all that up and make some price and then make it a monthly payment and make it a club. It could be the penis club in your office or whatever, Dr. Sally’s Penis Club. And I just showed you how to do it.
Again, where I put all of this is on this one page right there. And the link to that is in the chat box. Oh, I didn’t show you the part about actually how I sent out emails.
Again, we could talk about any one of these subjects for a week. It’s really probably pathological how much time and effort, and money I’ve put into learning marketing. But I really just hate being a prostitute. I just felt like a prostitute when I worked for Blue Cross Blue Shield. And so I’m giving you some of my pearls now (that I used to fire my pimp).
Even if you wanted to keep doing insurance, some of you need to keep taking insurance because that is how you finance some of the more necessary surgeries that you like to do. You don’t want to throw that away. But this is how you can supplement your income and literally make millions. You can make a lot of money by setting up clubs like this, where people buy and subscribe to products and services.
And here is the critical things that we talked about. Your 1ShoppingCart, that’s the paper we looked at. This is how I handle my emails. Oh, I forgot to mention this.
But I have my Botox class, and in this class, I go into a lot of detail about how I do my Botox Club. But you saw the gist of it tonight. Let’s see if there’s questions, then we’ll call it tonight.
Comments from Attendees
Yeah, that’s a good point. I won’t even say your name, because I always assume New York Times and every medical board’s going to eventually see everything we say. Everything’s eventually out there, so I never say anything I’d be embarrassed about, or try not to, if it was publicized. But you’re right, if you consider how much is being spent on penile implants, and they’re needed. Nine out of 10 people love their implant, but one out of 10 don’t.
And every person who’s an ethical urologist, and I think almost all of them are, there’s no group that’s a 100% pure, but most every urologist I know is a really good hearted, amazing person, brilliant, smart people, but they don’t want to do an implant on someone that could get a good erection with something less invasive. So why should we not do things that help the tissue itself recover.
Something similar goes on with knee replacements, you can do cortisone injections. But now I have multiple studies showing that cortisone leads to acceleration of joint destruction, and it moves up closer the date when you’re going to need a knee replacement. Great, knee replacements are amazing. They make it where you can move around. It’d be great if you could put it off as long as you can, and just keep the knee God gave you working. Well, prednisone makes you feel better, but it moves up the date when you might need the replacement.
In the same way, the things we are doing with PRP make the date of an implant maybe further down the line. And $1,500 for a shot, $1,800 for a shot, but what’s the cost of Viagra? What’s the cost of Trimix injections? And even if you can make your dose of Viagra go down or your dose of Trimix go down, so I’m preaching to the choir, but the point is the idea of $1,500 being some ludicrous amount of money is people trying to compare us to a copay, instead of really considering the value that we’re bringing, and how it relates to the 10 to 20 grand that’s needed for a penile implant. Or the giveaway of half of your income, because your marriage just split up, because you can’t keep your wife happy anymore.
So, for a P-Shot®, we are really talking about really the price of a new set of tires, less than a transmission repair and it’s worth every penny.
Now it all goes out the window if you keep money from people that don’t get well. Always, always, always follow up, and if people don’t love what you did, make it right with them, either refund all their money or do something of equal value and it’s their choice, which you do.
Okay, I think with that, we probably should shut it down. I hope this was of help to you somehow. And always super grateful that you guys think somehow something I have to say may be of help. So hopefully it was worth your time.
Have a good night.
References
The CMA response to the JAMA “secret shopping” article<–
Relevant Links
1ShoppingCart Free Trial<–
ONTRAPORT: What I use to manage my email list…
Dr. Runels, Botox Blastoff Class (with emails and more to help promote your Botox Club).