The Crowes Nest Episode 10: You can’t bore people into learning. So, here’s how I teach.

Welcome to The Crowes Nest, the official podcast of Candace Crowe Design. This week's guest is Karen Zupko, founder and consultant at KZA. Karen is an advisor to surgical specialists in otolaryngology, orthopedics, aesthetic and reconstructive surgery, as well as dermatology. During our conversation with Karen, she shares her insights on the concerns industry workers face every day as well as the importance of keeping your marketing efforts up to date.

Quote from Podcast:

“I object to the word convert even though it's the word in the software. I prefer to think of that number between the people you saw in consultation and the people who scheduled is your patient acceptance rate.”

- Karen Zupko, Founder & Consultant at KZA

Key Points

• Top concerns from patient coordinators

• Talking conversion rates is out-of-date!

• Pay attention to your website! Do your before & after photos look like 1980?

• And what’s going on in New Orleans Thursday the 24th?

TIME-STAMPED SHOW NOTES:

[02:15] Karen talks about the top concerns of patient care coordinators.

[06:40] Candace and Karen talk about the evolution of the meaning of the term “Marketing” and how it's changed over time.

[08:30] Candace gives an example of a talking script that sometimes is used in practice and asks Karen how these can be made better with service.

[11:40] Candace prompts Karen to talk about Patient Acceptance Rate and how it's more accurately tracked compared to Patient Conversion Rate.  

[18:30] Candace and Karen talk about the trends with websites pre and post COVID.

[22:20] Karen gives her praises to BRAG book and how it’s one of her main points about what's wrong with websites. 

[25:15] Candace gives her reasons on what's changed with using your online web presence as well as having an updated before and after gallery and how it's being used in the consultation process. 

[27:24] Candace asks Karen what practices should be focusing on to assist with their websites and how to tailor the content to what patients are looking for or seeing.

[29:40] Candace asks how Karen's motto came about.

[30:30] Karen explains the title and thinking behind the article “What do no-shows and pick-pockets have in common.”

[32:30] Candace mentions Karen will be at the AAFPRS meeting in New Orleans on October 24th and Karen explains what she will be doing there.

[35:40] Karen gives her last remarks. Both Candace and Karen gives their praises and goodbyes. 

To book your free consultation with Candace Crowe Design, click ⁠here⁠.

To contact Karen Zupko and KZA, click ⁠here⁠.

Resources:

• https://www.kzanow.com/

• https://www.linkedin.com/in/karenzupko/

• https://cso.org/experience/article/17613/for-karen-zupko-philanthropy-is-key-to-ensuri

• https://www.aafprs.org/AM/2024Reg/Program.aspx?WebsiteKey=c07aeac9-1606-4496-838d-01dbc4026a95&hkey=e82477e4-7844-4457-a694-c6824f5fc924&Event_Tabs=3#Event_Tabs