Johann Marron is the Principal & Creative Partner at Studio Grafo. Johann oversees the collaborative flow of work among members of the team and leads the design/creative aspect of every project. He started his career in the creative field, working at some of the most recognized advertising agencies. He then “jumped to the client side,” where he spent many years championing marketing, marketing communications, and advertising. During the last 12 years, Studio Grafo has completed projects for more than 200 local and regional businesses in the US, Europe, Latin America, and Asia.
In this episode of TechTalk Podcast, Brad Cost, Dr. Jay Greenstein, and Johann Marron sit down to discuss:
From Venezuela to America, Johann was made for branding in the chiropractic field.
The top three most common branding & advertising mistakes chiropractors make.
Using technology to launch yourself and your business ahead of the game.
SHOW NOTES:
3:48 – Aspirational economist to branding and advertising expert. “It's been a long road. When I graduated from high school, half of my family was military, and the other half of my family was business-oriented economists. I decided to go to college to study economics, but it was never my thing. My thing, in reality, was design, communication, advertising, things of that nature. One day I was in the middle of economics class, and they were talking about the elasticity of demand and how prices modify people's behaviors. That really resonated with me and that day I made the decision to really go into advertising. I switched careers, started working, and began to study advertising. This is back in Venezuela, where I was born and raised. My heritage is half Hispanic, half Latin, half European. When I immigrated to the United States many years ago, I decided to open a little studio to do publishing work. I had a professor that ran the editorial house of the university I attended at that time, which was Florida International University, and one day he asked me if I could help them put books together. One book turned into two books, two turned into four, four turned into the whole editorial output for that year. Then, other people came knocking on my door. I started getting commissions for work and, eventually, Kathy Mills Chang knocked on my door. She was just starting her business, so I pretty much started KMC University with her and one other person. I eventually met Ray Foxworth and quickly started meeting all these wonderful people. I started doing things in the chiropractic space and it became home. I became a “non-practicing chiropractor” because I started gaining knowledge from everyone around me and, without realizing it, I grabbed this knowledge and translated it to branding. How do we get their message to our doctors so our doctors can make informed decisions? I really appreciate when you say I am the go-to guy in chiropractic for branding.”
15:15 – Progression of chiropractic in today’s technology-focused society. “One of the first projects I put together was called the Paperwork Project, which was a suite of forms that people would fill out when they got to the practice in order for the doctor to have everything documented and filed correctly. It was 100% paper. That was many years ago. Nowadays, we have EHRs and everything is digital. Even though some doctors are still on the analog age, I see an accelerated adoption of new technology in chiropractic. This is being driven basically by new generations getting into practice - Jay is one example. You can see it across the spectrum. The feel of the conference space used to be very 80s and 90s, but nowadays, it's very on par of what you would see in any other field. The chiropractic field is finally catching up despite its late adoption. Within the next five years, the market and environment are going to force us to catch up and be there because we have to.”
17:56 – Top three branding mistakes chiropractors make.
“Number one: not being clear on who you are when somebody lands on your website. They want to say they do everything but have five different navigational menus with everything they do, and the message is not clear. You don't know what kind of chiropractic they practice or what their vision is. When people are looking for a chiropractor, they want someone to understand and lead them into a healing path to feel better. That's what you have to start with – know what you can bring to them to make them happy, healthy patients. Nowadays, if I take five or six different websites randomly that belong to chiropractors, it's the same website with different pictures. People will feel that you are just another chiropractor, but you are THE chiropractor. That's the difference between a chiropractor who has a web space to have a web space and a chiropractor who brands themselves with what they're offering to the community. My advice would be, sit down with a professional, go through a process of self-discovery to know how you want to be branded, understand you bring different to the table, and start there.”
“Number two: going crazy about trying to get new patients in the door and, in the process, making huge mistakes. Some might be legal, some might be positional, and others are just big no-no mistakes that are shooting chiropractors in the foot. You're devaluating yourself and chiropractic. It’s not a race to the bottom.”
“Number three: not doing anything. There are doctors who go through the cookie cutter experience and do whatever the other guys are doing by cutting prices, offering half the store for free, and thinking everything is good. Then, you have the doctors who do nothing but sit there. That's pretty much waiting to go out of business. A lot of doctors graduate college and go into practice with the best intention to heal and change the world. That by itself is commendable, but the reality is, the second you open a storefront, hire a CA, and start delivering a service for money, you are a business. You owe it to yourself to be profitable. If you don't approach your practice with an entrepreneurial spirit that’s organized, task-oriented, goal-driven, and focused on advertising and branding, you're never going to get there.”
33:46 – YouTube and AI can benefit to you! “There are a lot of tools out there right now that are either absurdly inexpensive or absolutely free and, if you leverage them with an entrepreneurial spirit, you can start branding. You need to get these tools to work for you. You don’t have to hire a very expensive branding consultant to start doing things. There is a lot of knowledge - go to YouTube and search ‘how can I brand my business to be successful?’ If you take one nugget of knowledge from this podcast today, I encourage you to go into YouTube and instead of watching cats or a Corvette going 300 miles per hour, spend an hour educating yourself on the basics of running a profitable business. Switch your brain from a health provider to a well-rounded individual – that’s the key to succeed in today's business world. I'm going to do a shameless plug for a tool that ChiroHealthUSA just launched called Chiro AI. Everybody in the profession can access Chiro AI for free - we're doing it for the right reasons.”
38:26 – Hyper speed advancement. “The future is here. I've seen a lot of people saying that if a tool has AI, they don't want to use it because that’s an agent for evil that is going to leave a lot of people out of a job. That's just not true. The nature of jobs is going to change whether you like it or not. The paradise we know to be certain today is not going to be certain six months down the road and it's for sure not going to be the same two years down the road. From the wheel to the steam engine, it's around 10,000 years. From single modality AI to multi-modality AI, it was four weeks. We're talking hyper speed here. If you don't know AI and don't want to play with it, you're going to become obsolete in a matter of months.”
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