Nana - Pumping at Work

Where to pump?

If you have chosen the breastfeeding route for you and your baby, we want to continue to support you. We totally understand that it is important to you as you continue to be their nutritional provider!

Within our practice, we have created a room that you can have access to that is private and comfortable for you to pump. There is a room within Skin Raleigh, that has be designated as a multifunctional room. With that being said, you do need to keep in mind, there will be other people needing the room for other things. A calendar has been created for everyone on the team to block out time periods throughout the day, as they need it. 

Make yourself comfortable in there. Relax girl, your body has some work to do! Let your body focus on your milk production. Watch videos of your baby, hear her/his voice, or listen to something calming in headphones. Take this time to let your body work it's magic.

I know your next question is probably; “So, where can I keep my milk for the rest of my work day?” 

We have a designated shelf in the fridge at Skin Raleigh! Your milk is safe there for the rest of the day! Everyone at Skin knows what that shelf is for, so no one will throw anything out. 

As a side note; remember - fed is best! Breast milk and formula will help your baby grow. Don’t beat yourself up if you come back to work and your milk production goes down! We are here to support you and please let us know if there is anything we can help with! 


In order to block the room for pumping, take a look at the steps below to get your calendar set up!

 

Adding the Video Room Calendar to Outlook on Windows:

• Click Calendar Icon

(located on the bottom left of your Outlook)

• Once your Calendar opens up, at the top of the window screen select

               - Home

               - then click Open Calendar

               - then click From Room List

• A window will open up you will select, Video Room (if it is not there, just type it in and it will pop up)

• Add by clicking Rooms, followed by OK

• You will now be able to video the calendar on the side of your screen. To view the calendar, make sure the box is clicked (and un-click to un-view)

 

Adding the Video Room to Calendar to Outlook on Mac:

• Click Calendar on the left sure of the window

• Click Tools

• Click Accounts..

• Select your exchange account on the left side of the Accounts window

• Click Advanced..

• Click Delegates

• Click the plus “ + “ icon below the box labeled “People I am a delegate for..”

• Enter Video Room and click Find

• Select Video Room then click OK

• Click OK again

• Close the Accounts window

• In your list of Calendars, tick the box next to Video Room to view it.

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Nana - Meet Nana

Where do you even begin when it comes to being pregnant? Do you google your answers? Maybe. Do you read a book? Probably at some point. Do you have someone you can go to with questions and encouragement in your work place? Yes, yes you do! 

 

Meet Nana.

Nana is one of our very own team members! Some refer to her as Natalie (her actual name), others know her as Natdawg, but you can refer to her as Nana Nat.  She has kids of her own & is a working mom. So, to say that she knows a little bit about what to expect and what to plan, is a fair statement. Nana will be your biggest cheerleader in the next 9 months of your life, here at work! Along with your partner, family and friends, Nana also wants what is best for you and your baby.

Make time to start preparing to meet with Nana. Take a look at some things to keep in mind:

  • Questions & Answers
    Bring all the questions you have! Start thinking short term and long term. A lot of these questions will be discussed with Nana, but it's so good to start wrapping your mind around it all. It will be good to discuss this with Nana as she may have advice or thoughts to answer your question. 
  • Bring your templates!
    Before your chat with Nana, take a look at the templates and bring them with you. Both of you will go through these and see what your deadline and realistic goals may be along the way. 
  • Relax.
    Don’t be nervous to open up. It's a natural feeling that everyone goes through. Please come to Nana with your experiences, she just wants to help! If you want to cry, then let it out - Nana has tissues. 

One more thing you can trust Nana for..your privacy. She gets it. We get it. Pregnancy is hard, becoming a mom is hard, working with a newborn is hard, period. Please feel free to come to Nana with whatever it may be. If there are things you don’t want to share with everyone, she’s got your back. 

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Nana - Each Trimester

It’s official, there is a little baby creating a home inside your belly! This journey will be full of emotions, bumps in the road (and your belly) & questions. I want to be here to help you along the way. 

Creating deadlines and goals for yourself is important in so many different ways. For example, your bills have a deadline, you may have given yourself deadlines at work to finish a project, financial goals and even personal goals. Why not set some goals up throughout your pregnancy. There are some key things that you should keep in mind as you reach each trimester of your pregnancy. 

First Trimester:

Now that it is truly official, whats next? Do you just wait for these 9 months to go by until you have a newborn in your arms? No mama! It’s time to start planning this rollercoaster ride. The first trimester can be challenging. You're tired, you're emotional, you're nauseated, but you're also excited and overwhelmed with support and love! There are a few things that I would recommend you start thinking about.

  • Start your prenatal vitamins if you haven’t already! 
    Do your research and find a kind that is best for you! Be sure to start taking these as soon as you find out you're pregnant. These vitamins will help your baby grow as well as give you some daily vitamins too!
  • Talk with your doctor!
    Your doctors appointments can become so routine to both you and your physician. Take the time to ask him/her all the questions you have! If you are taking any routine medications, ask if they are still safe to take while pregnant. Also, if your job has any harsh chemicals, radiation or heavy lifting, be sure to express that concern as well. This is your chance to get everything out on the table so you can do what is best for you and your baby!
  • Insurance
    Starting your research with your insurance company will become easier in the long run, if you start that now. 

Second Trimester:

Yippie, your 4 months into your pregnancy! How are you feeling!? Let me guess, hungry, tired, slightly getting anxious but still beyond thrilled! You have had people touching your belly that you may or may not have given permission to.  You also have people that light up with joy when they see your pregnant belly come through the door. I am one of them! The enjoyment of pregnancy goes beyond just the mom, it spreads to everyone as we each get more excited to see you grow into the wonderful mom that you will become. 

It is now time for you to start making a plan for your work load both before and after your baby’s arrival. In other words, start planning your maternity leave. It is important that you think about what all your plan needs to involve. 

Your maternity leave plan should be established and approved by your team leader by the end of your second trimester! Don’t let this get away from you! It will help you relieve work stress for both yourself and your team. Trust me, the more details that are figured out - the easier it is for you to walk away and trust your team that your job duties are in the right persons hand. 

A few other things that I would recommend you focus on this trimester are:

  • Continue to edit and adjust your Maturity Leave Plan
  • Read a book! I know, I know - a book isn’t going to make anything easier. But - I say give it a chance. You may be surprised at how much a baby book prepares you! I was!
  • Do your research on Pediatricians. Who do you want as your baby’s doctor? Ask your friends in your area for their feedback. 
  • Do you have any thoughts or desire to breastfeed your baby? If so, look into getting your breast pump through your insurance. Ask Nana, she will help you!

Side Note: Breastfeeding is hard, period. Ask any mom out there - they will agree. You are still an amazing mom if you choose to formula feed your baby. 

Fed is best!

Third Trimester:

Congratulations, you have now been carrying around your belly for about 7 months. It’s heavy, right?! Can you see your feet anymore? Don’t worry - its probably best that you don’t see the swollen stumps that are holding you up! You're starting to have more doctors appointments, things are starting to get ‘real’ and you may honestly be more nervous than you ever have been. Good news, it’s okay! 

Not only have you made it into your third trimester, you have also earned a new parking spot at work! You go girl! You deserve it! Walking is hard with extra weight so Dr. Davis and Dr. Pyle want to treat you to a covered parking spot in the parking deck where you can have a shorter walking commute! 

Since you are experiencing more of the struggle and fatigue of pregnancy, make time to communicate with your team leader and Nana on how your appointments are going. Make adjustments to your schedule if you need to with the approval of your team leader. Do you plan to work until something happens or do you plan to take some time off before your due date? These things will be covered in your maternity leave plan, but its helpful to know you have the resources. 

 

You're now 9 months pregnant, buckle up buttercup - its show time! 

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Nana - Returning to Work

Congratulations, you are now a working mom! I know, it’s hard - but the team at Davis + Pyle and Skin Raleigh will help make your days away from your little one, much more bearable. 

Coming back to work after an extended time away is such a challenging transition. We all know coming back from a vacation can be tricky getting back into the swing of things. Now just imagine, being away for 3 months, lack of sleep and a newborn at home! Don’t worry, we got you girl. 

The first week you return to work, we want you to ease yourself back into things. Consider this your ‘buffer’ week! Don’t stress yourself if you're running a few minutes behind because you need a few more kisses or there was a diaper blow out. Take this week to see what works with your schedule. We understand that getting out of the house may take a few more extra steps. Not every morning, or night, will go as planned. Take this time to find what works for you and your baby’s schedule. Everyone will be supportive of you and offer their help! Keeping your team included on your adjustment will help you find ways to be better while allowing them to help you along the way! 

In order to make this transition smoother for you, I would suggest you taking time during your buffer week, to schedule 2 meetings. The first meeting would be with your team leader. That way, they can catch you up on any changes that have occurred while you were away. The other meeting would be with the other person who you work along side with. So much can happen in 3 months so it will be helpful for you and your team to talk it out. 

It gets easier momma! I am not going to lie, you will have hard days at times but you will find your groove. At least you have this great team to come to work with everyday while your away from you're little one.

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Nana - Insurance

Insurance + Pregnancy

Anything that has the word insurance in it, can be overwhelming and scary. It is easy to put your guard up by saying, “It doesn’t make sense to me, so I will deal with it later.” Well good news, this is where Davis + Pyle helps guide you along the way. The question is, what should I expect when it comes to insurance during pregnancy and childbirth?

Within your visits to your OBGYN, you will likely meet with someone in their insurance department. This appointment usually happens fairly early in the process. At this appointment, you will discuss the financial portion of your insurance and what you will owe along the way. It would be helpful for you to ask your OBGYN practice when they start taking payments. Why would you ask that? Well, some practices will accept all the out-of-pocket payment at once, after the baby is born. On the other hand, some will ask for a monthly deposit starting within the first few months of your pregnancy.  We don’t want for you to be shocked by any surprise expenses so we encourage you to ask ahead of time!

These monthly payments will also be added to your hospital bill. There is a chance (a small chance) you will get some money back, due to your hospital bill, when the time comes.  What does that mean? If your monthly payments exceed the total of your hospital bill, you will get the difference back. However, if your monthly payments do not cover all of the hospital bill, you will receive a bill with the remaining balance that you owe. All of that will be discussed with the insurance department at your OBGYN. Once you receive your hospital bill in the mail, you can absolutely put it on a payment plan if needed. Follow the steps on your bill to handle this as needed. 

In addition to the insurance for yourself, you will also need to make accommodations for your new baby to be covered with health insurance. Once you receive their Social Security Card in the mail, you can then call your insurance provider and add them to your plan. You will receive new updated cards in the mail from your insurance provider with the child's name on it.  Your pediatrician will likely ask if you have their insurance card as you start going to your doctors appointments, just tell them you have not received it in the mail. When you do get it, just show them at the next appointment you have! 


Suggestions on how to keep up with your insurance card:

  • Take a picture on your phone - that way you always have it! As a new mom, the chances of you forgetting something at home between the diapers, wipes, and baby, is high! So, having it on your phone for you will be helpful! It will also allow you to text it to your husband, your parents or anyone that may need it as they may take your child to any appointment, if needed. 
  • Let your husband/partner have a copy of it
  • Keep one on you at all times
 

Maternity Leave

The Way We.. 

Support Maternity
 

We believe that Work is Family. When members of our team choose to grow their families at home we’re here to help make that life changing transition as seamless as we can.

In a practice made up of 87% women, pregnancy and maternity  is a common, joyful occurrence around here.

Because we wanted to make our maternity related processes better and ensure that it was sustainable for the business at the same time, we formed a group of women representing all different parts of the business who met over a series of weeks to identify struggles of maternity, parenthood, and work/life balance. Through feedback from the group and collaboration from our senior leadership team, we developed our way to maternity.  

Our maternity leave policy provides each team member 6 weeks of paid maternity leave with the option to take an additional 6 weeks of maternity leave unpaid, totaling in 12 weeks home with baby.   

Meet Nana. Our Guide to Life's Major Changes
 

In meeting, we realized that one of the main things we were missing for our team was a “go to” for all things maternity and frankly for any life changing events. This is where “Nana” was born. Nana is one of our team members who can serve as a go-to for resources regarding all things maternity. She will point each team member to the resources on this site and after it’s been reviewed will have a scheduled meeting with each expecting team member. During this meeting she’ll help answer any additional questions they may have and offer suggestions that may help them along the way.

Planning Your Maternity Leave + Your Return
 

When it comes to planning leave, the roles at our office are dramatically different therefore there is no “one size fits all” maternity plan for each person to follow. Our team has the autonomy to create their own maternity plan using the guidance from a particular template. Once they have completed their first draft of the guide, they can ask Nana for feedback/suggestions and present to their leader for feedback.

Our team identified that work/life balance after you have the baby and return to work was by far the biggest pain point around parenthood so we established a few things to help our team figure out  how to plan a return that sets them up for success and relieves some stress and anxiety. After all, the changes their mind and body have gone through over the past several months are extreme. It’s important to us that our working moms feel honored.  

The happiest working moms at our office are the ones who have set their schedules in such a way that they either:

  • See their children in the morning (arriving at 8:30 am each day) and leaving at 5.
  • See their children in the evening (arriving at 7 or 7:30 am each day and leaving at 4 or 4:30)
  • Work 4 days/week and get an additional day day to spend with their child.

We strongly encourage our team to consider the information above when planning their return from maternity.

In addition, we understand that unexpected events happen.

Life can get hard sometimes. We get it. Instead of a team member worrying that all of their PTO is going to have to be spent dealing with life's emergencies like a sick child, each team leader can use their discretion to give their team members paid time off to deal with emergent situations that will not be deducted from their allotted yearly PTO. We call this Emergency PTO. This allows our team the peace of mind to know that a sick child or family member won’t stand in the way of the time they had schedule to connect with their family on a beach a few months later. (We got you girl.)

If you’d like to read more about your PTO, visit here.

 

Additional work perks for the expecting mother:

  • All expecting mothers are given a reserved, covered parking space to use beginning in their 3rd trimester (or really whenever they feel they need to start using it during their pregnancy.)

  • We have established a discount for all team members with a licensed massage therapist. She is trained and certified in prenatal and postnatal massage therapy.

  • A warm welcome back to work.

How We Do Time Off

What is "Paid Time Off?"

If you've never worked on a team that uses "Paid Time Off" (or PTO, for short), here's how it works.

Instead of offering a certain number of "Sick Days" and a certain number of "Vacation Days," PTO simplifies the system by lumping all of that time off together into a single bucket.

Team members who work really hard to stay well especially love this system, since they don't feel penalized with having less time off than people who are often out sick.

Important Note: We are not islands. Each of us rely on one another to win, so when possible, please request your time off within a timeframe that gives everyone the opportunity to plan around your absence.

Using PTO Wisely

Like most of our systems, PTO runs on the principle of "Personal Responsibility." In other words, you need to be sure not to burn up all of your PTO too long before it renews.

For example, let's say it's 4 months until your time renews, and you're considering taking a vacation that will use the remainder of your time. This wouldn't be a wise move, because it's unlike that you'll go a full 4 months without some sort of illness or desire for a mental health day.

If you happen to have 1 or 2 days left over as your renewal approaches, you can certainly take those days off before your time renews.

Unused Time Off

Study after study has shown that team members who do not carve out time in their normal lives to disconnect from their career are at a higher risk for:

  • Personal burn out
  • Marital and family problems
  • Professional dissatisfaction

As a leadership team, we certainly can't make you unplug for extended moments during the year; but since we want the best for you, we have intentionally created a system where decisions which are likely to harm you are not disguised as a reward.

That's why we do not pay or roll over unused time off. Please use your time off to disconnect, and come back refreshed.

Emergency PTO

One of our newest benefits is what we call, "Emergency PTO."  Originally, this time was intended to help new moms have a couple extra days to deal with the unexpected illnesses that happen with newborns. However, the Leadership Team decided to extend the benefit to all team members. 

Here's how it works. Your normal PTO is to be used for when you are personally taking time out of the office for vacation days or sick days. Emergency PTO can be used for paid time off during life's unexpected emergencies, such as:

  • Critically ill child
  • Car accidents you are involved in
  • Death in the family

Each instance of Emergency PTO will be up to your team leader to understand and approve.

FAQs

How do I request unpaid time off?

For all things time off, you can log into your Gusto account.

When Does PTO Renew?

Your time renews on your work anniversary date.

What about snow days?

Snow days are evaluated on a case-by-case basis. If at all possible, the office is open—especially the surgical side of the practice. People plan their surgeries for months, and we need to stay on schedule whenever possible.

What about situations that aren't truly emergencies, but I still can't get in to work?

Great news! That's why you get PTO.

Can I take unpaid time off?

We have an extraordinarily generous time off policy, and we believe that Work is Family. When you take unpaid time off, your team and the business will almost always suffer because of it. That's why unpaid time off will almost never be approved.

Can I roll over unused PTO?

Nope! See the section above on "Unused Time Off."

Start Here

Start Here

In a world of endless marketing theories, paradigms, and toolsets, we believe that taking a “less is more” approach will provide clearer focus, faster execution, and more successful results.

It’s our desire for everyone in the organization to be able to participate in the conversation of marketing. Therefore, we intentionally selected a limited number of ideals and methods which are simple to teach, rooted in common sense, and easy to understand.

All of which fall under one of three categories:

The last thing we ever want is for the means of marketing to overshadow the end of helping more people, and that's why we decided to build this site. We knew that if we could organize and arrange all of our beliefs, ideas and philosophies into bite-sized pieces, then we could demystify "the way" that we do marketing.


Robbie Headshot.jpg

Written by Robbie Poe

Robbie Poe has a passion for helping others win in business and has been leading teams for more than a decade. He was a hand-selected member of Dave Ramsey’s senior leadership team where he was responsible for a $25MM a year product line, and he consulted for a year with our practice’s leadership team before joining full time as our COO / Integrator.

Core Marketing Beliefs

Regardless of what we are presenting the world or how we are doing it, there are three core beliefs that tie all of our marketing efforts together.

One: “MEETING SOMEONE MOVES SOMEONE.”

93.7% of people in the United States say that would never get plastic surgery. What they are really saying is, "My current worldview is unaligned with the value proposition of plastic surgery."

We hear time and time again that someone went from unaligned and/or unaware of our services to actively considering them after they got to know someone who had a great experience.

Perhaps this isn't unique to the world of plastic surgery and medspa services, but it is the most common thread that runs through the question, "Why did you decide to consider plastic surgery?"

Our best shot at overcoming the apprehension and stereotype of our services is to put the right people in front of the right people.

TWO: "FOCUSED INTENSITY OVER TIME."

Our plastic surgeons have spent decades of their lives perfecting the art of manipulating the human form. Even to this day, they continue to change, adapt, and improve.

Stealing a page from their playbook, we believe that great marketing efforts aren't the byproduct of random shots in the dark. Instead, they are the result of combining the quirky brilliance of seasoned intuition with steady, calculated decision making.

Similarly, our core value of "Make It Better" serves us even in the aspect of marketing. We believe we will win by making informed change, which is driven by seasons of focus and testing.

THREE: “WHEN IN DOUBT, TELL A STORY.”

The concept of story has been the latest rage among marketers, and for good reason. Throughout the existence of time, the singular means of expression that we continually find ourselves drawn to is story.

As much as we attempt to fool ourselves into thinking we are logical creatures, in fact we are not. The modern, intellectual portions of our brains are too young and immature to overpower our much older, more powerful emotions.

Instead of trying to fight our biology, we leverage it—knowing that a compelling story of life change will trump any list of facts and statistics every time single time.


Robbie Headshot.jpg

Written by Robbie Poe

Robbie Poe has a passion for helping others win in business and has been leading teams for more than a decade. He was a hand-selected member of Dave Ramsey’s senior leadership team where he was responsible for a $25MM a year product line, and he consulted for a year with our practice’s leadership team before joining full time as our COO / Integrator.
 

Our Brand Voice

A brand's voice is far more than the way it sounds to the marketplace. It's how every single interaction, touchpoint, and team member should be described by someone coming in contact with our business.

It's one of the primary filters that should help us accelerate decision making and give us clues into why certain moments feel "weird" or "off" or "not like us."

“SIMPLE.”

Steve Jobs once said, "Simple is more difficult than complex. You have to work hard to get your thinking clean and to make something feel simple. But it’s worth it in the end, because once you get there, you can move mountains."

No one enjoys feeling spoken down to or when someone speaks over their heads. We are committed to the difficult work of presenting our infinitely complex world of medicine and surgery in a way that is approachable and easy to understand.

“SURPRISINGLY NORMAL.”

Due to the prominence of extreme, over-exaggerated examples of plastic surgery in the media, our culture has a very specific mental picture of the type of person who either works in the field of plastic surgery or seeks it out as a patient.

Many people never even consider plastic surgery, because they have a perspective of those people instead of my people. We believe that we can remove one of the most significant barriers to plastic surgery by simply showing the world that they don't have to become one of us to consider it—because they already are one of us.

"CHARMING AND DISARMING.”

We have been around long enough to know that nearly every new patient comes in with their guard up. Understandably so, the common emotional threads we hear from patients is how nervous, apprehensive, anxious, or afraid they were about even dialing our phone number.

It's easy for us to forget how uncomfortable it is for patients to talk about what makes them the most uncomfortable; and fortunately, we have experienced countless moments of patients letting that guard down and telling us how they felt through their experience with us.

Consistently, the sentiments we hear from our patients which made the biggest difference in their ability to relax was our choice to:

  • Slow down, always being willing to answer "one last question" no matter how trivial it may seem.
  • Make meaningful efforts to connect, based on the patients unique personal values.
  • Help their burden feel lighter, through both empathy and authority.

Take a look at the following review from Yelp:

"Dr. Pyle and his staff are great. The office is very nice and clean, and everyone was really friendly. Dr. Pyle took his time to explain everything and answered all of my questions. This was truly a no pressure environment. Peggy & Jess were both extremely helpful, and Molly was easy to talk to and very knowledgeable. I have been 100% happy with this office."

When you read through our most heartfelt reviews, you can literally check the three boxes of our brand voice—not because we created it out of thin air—because it's clearly what people are drawn to and desire from their experience with us.


Robbie Headshot.jpg

Written by Robbie Poe

Robbie Poe has a passion for helping others win in business and has been leading teams for more than a decade. He was a hand-selected member of Dave Ramsey’s senior leadership team where he was responsible for a $25MM a year product line, and he consulted for a year with our practice’s leadership team before joining full time as our COO / Integrator.
 

Our Three-Step Process

As previously mentioned, we believe that bold, effective marketing is the byproduct of combining quirky brilliance with calculated decision making. In years past, we have often taken a "ready, fire, aim" approach, promising ourselves that we'll do better next time.

From a business resource standpoint, we have been able to extend our focus over a longer period and accomplish exponentially more in a fraction of the time by adopting a quarterly rhythm (think Rocks, offsites, etc.)

We believe it's time to expand the boundaries of this quarterly rhythm to include a new three-step marketing process:

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Purposefully designed as a pyramid, each of the three steps build upon, support, and inform one another. Interestingly, we already believe in and have utilized the principles behind each of these three steps in the past—but never as an intentional methodology, one following and empowering the other.

OUR QUARTERLY MARKETING RHYTHM

To further expound on and illustration the point above, we have created a roadmap of sorts to guide the team through our step-by-step way of marketing on a quarterly rhythm. It is outlined below, and unpacked in the following sections of this guide.


Robbie Headshot.jpg

Written by Robbie Poe

Robbie Poe has a passion for helping others win in business and has been leading teams for more than a decade. He was a hand-selected member of Dave Ramsey’s senior leadership team where he was responsible for a $25MM a year product line, and he consulted for a year with our practice’s leadership team before joining full time as our COO / Integrator.

Select and Prioritize

Similar to creating our quarterly Rocks, the purpose behind "Select and Prioritize" is to carve out a moment in time where we raise our eyes to the horizon and collectively agree on what our marketing focus will be over the next 3 months. 

At each quarterly offsite, our Marketing Team will be responsible for starting the conversation around which brands, products, services, or features that we should prioritize over the next three months—utilizing informative toolsets such as Google Trends, legacy knowledge such as past seasonality, and strategic thought towards sowing for our future.

pyramid.jpg

The Leadership Team's responsibility here isn't to blindly accept what the Marketing Team presents, but rather to weigh in with each of their unique vantage points to fine tune and prioritize the next three month's worth of marketing efforts.


Robbie Headshot.jpg

Written by Robbie Poe

Robbie Poe has a passion for helping others win in business and has been leading teams for more than a decade. He was a hand-selected member of Dave Ramsey’s senior leadership team where he was responsible for a $25MM a year product line, and he consulted for a year with our practice’s leadership team before joining full time as our COO / Integrator.
 

Define the Archetype

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Note: For the purposes of this exercise, an "archetype" simply refers to a very typical example of a certain type of patient. 

Once we have selected and prioritized our marketing efforts, the temptation is to immediately start to build something—which of course, is the crux of the "ready, fire, aim next time" approach to marketing we all hope to avoid.

Instead, we take the Abe Lincoln approach: "Give me six hours to chop down a tree and I will spend the first four sharpening the axe." By having the discipline to clearly define our the archetype we want to serve, we gain the ability to laser focus our marketing efforts.

There are many ways to define an archetype. In an effort to find the best options for our team, we "tried on" about a dozen variations throughout the process of creating this guide.

The three techniques which we most strongly believe in are listed below and explained in detail in the following sections:

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Robbie Headshot.jpg

Written by Robbie Poe

Robbie Poe has a passion for helping others win in business and has been leading teams for more than a decade. He was a hand-selected member of Dave Ramsey’s senior leadership team where he was responsible for a $25MM a year product line, and he consulted for a year with our practice’s leadership team before joining full time as our COO / Integrator.
 

Personas

Personas are fictional characters which are based on beliefs, behaviors, and lifestyles of similar types of patients.

Personas are not meant to be an end-all, be-all description of a singular person. Instead, they should be a collection of typically accurate demographic and psychographic information, such as:

  • Age
  • Career
  • Hobbies
  • Motivations
  • Frustrations

By personifying the different groups of people we currently serve, desire to serve, or desire to avoid, it becomes much easier to converse about and achieve the desired outcomes which we previously defined in the "Select and Prioritize" step.

PRIMARY PERSONAS

Primary personas represent the most common denominator within a target audience. When reading through a primary persona, you should feel like you've heard that person's story countless times.

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SECONDARY PERSONAS

Secondary personas are sub-categories that represent other prominent groups within the target audience.

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Note: We shouldn't feel the need to consistently reinvent the wheel with personas. There's a really good chance we will be able to share them across multiple product and service lines with minor refinements.


Robbie Headshot.jpg

Written by Robbie Poe

Robbie Poe has a passion for helping others win in business and has been leading teams for more than a decade. He was a hand-selected member of Dave Ramsey’s senior leadership team where he was responsible for a $25MM a year product line, and he consulted for a year with our practice’s leadership team before joining full time as our COO / Integrator.
 

BrandScripting

StoryBranding is a marketing framework created by CEO and best-selling author, Donald Miller.

The entire premise of StoryBranding is that all of us want to be "The Hero" of our own story, we only need to be shown the way by someone who we trust.

personas.jpg

There are several components of StoryBranding, including:

  • BrandScripting
  • Sales Letters
  • One Liners
  • Calls To Action (CTAs)
  • Lead Magnets
  • Email Journeys

Each of these items is covered in the complete collection of StoryBranding resources, which can be found right here.


Robbie Headshot.jpg

Written by Robbie Poe

Robbie Poe has a passion for helping others win in business and has been leading teams for more than a decade. He was a hand-selected member of Dave Ramsey’s senior leadership team where he was responsible for a $25MM a year product line, and he consulted for a year with our practice’s leadership team before joining full time as our COO / Integrator.
 

Experience Mapping

As a team, we are so pumped about the future of our business... where we are going over the next decade, how we are increasing margins, all the new software we are leveraging. It's very a very exciting time!

But of course, our patients don't care about any of this.

All they care about is getting their needs met in the shortest amount of time possible, and moving on with their lives as quickly as possible. They don't care about us—they care about them. 

So wait... are we saying that patients are really that selfish? Yes. And they should be.

Patients pay us a premium to get help, and we pride ourselves at desiring to serve them at the highest possible level. We are quick to put our award-winning patient experience on a pedestal when speaking of our competitive advantages, and all of us would look a patient in the eye and confidently say, "We are the best."

This is why Experience Mapping is so important.

WHAT IS EXPERIENCE MAPPING?

Imagine the entire patient journey from start to finish... kind of like a board game.

Journey-1.2.jpg

Let's call the first space on the board "Awareness" where the patient is merely aware of our industry and has a general idea of what we offer. And let's call the last space on the board "Back To Normal Life" where the patient has had a procedure, is completely recovered, and is back to their normal routine.

The process of Experience Mapping acknowledges the fact that when any of us are going through the different steps (or stages) within a service experience, we expect that decisions are being made based on what is best for us—not for the business we are paying.

Additionally, we all carry with us an often ambivalent set of emotions and desires in form of expectations. In order to pinpoint those expectations, we ask the following questions:

While a patient is in this stage...

  • ...what are they likely thinking, doing, and feeling?
  • ...what would cause them to leave (or exit ramp) our entire process?
  • ...what would cause them to advance (or tip) into the next stage?
  • ...what action would help them tip into the next stage?

By taking the time to create an artifact from the answers to these questions, we are then able to craft each stage in the patient journey to be as frictionless as possible. It also empowers us to identify where we are violating our commitment to making patient-first decisions (opposed to business-first decision) whenever possible.

SIMPLIFIED EXAMPLE OF AN EXPERIENCE MAP

Note: For a more comprehensive explanation of Experience Mapping, see Adaptive Path's Guide to Experience Mapping.


Robbie Headshot.jpg

Written by Robbie Poe

Robbie Poe has a passion for helping others win in business and has been leading teams for more than a decade. He was a hand-selected member of Dave Ramsey’s senior leadership team where he was responsible for a $25MM a year product line, and he consulted for a year with our practice’s leadership team before joining full time as our COO / Integrator.
 

Build, Measure, Learn

After we "Select and Prioritize," then "Define our Archetype," we are now empowered to "Build, Measure and Learn"—this is where the active marketing takes place from our patient's perspective.

Of course, in order for us to know what to go and build, we must have a crystal clear understanding of what the ultimate goal of the marketing effort should be. That's why we go back to the Experience Map and select which Desired Actions will complete the higher level goal (or even sentiment) that was agreed upon at the Quarterly Offsite.

From there, the Marketing Team creates and presents a plan for which levers they believe should be pulled in order to create each of the desired actions.

Journey-1.2.jpg

BUILD

Armed with clear, agreed-upon objectives and methods, the Marketing Team builds and launches their Minimal Viable Product (MVP) along with their first A/B Test as quickly as possible.

MEASURE

After launching their MVPs, each lever's weekly conversion rate is recorded on scorecards which are specific to a Desired Action.

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LEARN

On a regular, recurring basis the Marketing Team is responsible for hosting a "Refinement Meeting," where they will present the performance of each lever and variant to their stakeholders, and the group will decide whether the current tests should "pivot or persevere."

This step completes the Build-Measure-Learn Loop, and it continues to repeat itself as many times as possible through the end of the quarter.


"What Should We A/B Test?"

This is a question we ask ourselves over and over again, and we answer it based on two opposing elements: Feelings and Facts.

You could also call these "Intuition" and "Data." Regardless, they are two forces that should create a healthy tension between one another. If one ever wins out over the other, problems will arise.

In order to bring a little order to the chaos, we like to visualize our different funnels to help us start the discussion about what we should A/B test. Here's an example:

Screen Shot 2018-03-29 at 5.48.53 AM.png

This is our "Lead-to-Consult Funnel" for one of our websites. I know it looks overwhelming, but it shows us each of the possible paths that a patient could take in the process of reaching out to us and coming in to meet our team.

By visualizing the funnel, we are able to run an A/B test on any of the arrows.

Screen Shot 2018-03-29 at 5.52.34 AM.png

For example, our team recently started a test on the interaction above where they created the following hypothesis: "If we will simplify the email we send to patients who we have not been able to connect with, they will be more likely to respond."

Here is an example of the emails we had been sending:

Screen Shot 2018-03-29 at 5.58.04 AM.png

Here's the email we tested against our "Champion Variant:"

Screen Shot 2018-03-29 at 6.07.14 AM.png

And here were the results:

Although this dataset is too small to make final decisions from (currently, the test is still running), I'll take a 9% increase any day!


Robbie Headshot.jpg

Written by Robbie Poe

Robbie Poe has a passion for helping others win in business and has been leading teams for more than a decade. He was a hand-selected member of Dave Ramsey’s senior leadership team where he was responsible for a $25MM a year product line, and he consulted for a year with our practice’s leadership team before joining full time as our COO / Integrator.

StoryBranding Resources

Each of the resources below have been publicly offered by the StoryBranding team. Please consider this an introduction to the material, and know that you are only seeing a small portion of what you would learn in one of their workshops (which we highly recommend you attend!)

STORYBRAND BASICS

PDF 1 • Video 1 • Video 2 • Video 3

WRITING SALES LETTERS

Video 1 • Video 2

FIVE MINUTE MARKETING MAKEOVER

Video 1 • Video 2 • Video 3 • Video 4

OTHER IMPORTANT RESOURCES

PDF 1 • PDF 2 • PDF 3

Software We Use

ONLYPULT

Managing up to 40 Instagram accounts at once, OnlyPult is the only software in the world that will allow us to schedule Instagram posts.

It has a web interface, and allows us to schedule posts and stories, along with providing us with customized analytics.

https://onlypult.com/

MailChimp

All things email.

http://mailchimp.com

BUFFER FOR BUSINESS

Buffer For Business allows us to do everything OnlyPult does for Instagram with Facebook, Twitter, and Google Plus. It also has a really awesome browser extension.

http://buffer.com

UNBOUNCE

Unbounce allows us to create quick, custom landing pages for both desktop and mobile. One of the best features in Unbounce is it's ability to setup A/B tests and integrate with services like MailChimp.

https://unbounce.com/

LEAD QUIZZES

Lead Quizzes allows us to create lead magnet quizzes, plain and simple.

http://leadquizzes.com

CANVA

Quickly create custom social media graphics.

http://canva.com

ZAPIER

Zapier handles all of our integrations between software that doesn't share native integrations.

http://zapier.com

MOZ PRO

Moz Pro is a complete SEO toolset that helps boost our rankings and search engine visibility. It tracks our rankings, crawls and audits our site, helps us optimize pages, and helps us find link opportunities.

http://moz.com

FRESHMARKETER

FreshMarketers is part of the FreshWorks suite that all of us have fallen in love with. Specifically, this software is an all-in-one conversion optimization suite. In other words, it gives us access to:

  • Heatmaps
  • Session Recording/Replay
  • Funnel Analytics
  • Form Analytics
  • Polls and Feedback Modules

http://freshworks.com

ICONOSQUARE PRO

Iconosquare Pro is a social media platform for Instagram and Facebook that puts everything on a desktop platform saving a bazillion hours of typing with only thumbs. It also shows analytics, influencers, and most engaged followers.

https://pro.iconosquare.com/

GRYTICS

Grytics is the best Facebook Group integration on the market. It provides in-depth member and content analytics, reporting, and time-of-day statistics.

https://grytics.com/

 


Robbie Headshot.jpg

Written by Robbie Poe

Robbie Poe has a passion for helping others win in business and has been leading teams for more than a decade. He was a hand-selected member of Dave Ramsey’s senior leadership team where he was responsible for a $25MM a year product line, and he consulted for a year with our practice’s leadership team before joining full time as our COO / Integrator.
 

Breast Augmentation Experience Map

One: Awareness

THINKING

  • “It’s expensive.”
  • “I’ve never really thought about it.”
  • “I’m not the type of person who gets plastic surgery.”

DOING

  • Getting back into a regular routine of fitness and losing weight.
  • Juggling the husband, house, kids, friends, money, etc.
  • Connecting with friends in a similar season of life.
  • Finishing the day with no downtime and maybe a glass of “mommy juice.”

FEELING

  • Lacking confidence, frustrated, and helpless with how their post-kid body has changed.
  • Busy, exhausted, and disappointed in themselves for not doing more to have a nicer body.

TIPPING POINT

  • Meeting someone who has had a positive breast augmentation experience.

DESIRED ACTION

  • Ask a question about breast implants.

Two: Consideration

THINKING

  • “Could I go through with this?”
  • “How do I really feel about plastic surgery?”
  • “Would people think dierently of me if I do this?”

DOING

  • Reaching out to friends who they know have had plastic surgery.
  • Asking their other doctors about what they could/should do.
  • Talking to spouse or dropping hint to gauge their reaction.

FEELING

  • Surprised about their own curiosity.
  • Unsupported by spouse or significant other.
  • Excited about the possibilities.

EXIT RAMP

  • Major roadblock (life or relationship)

TIPPING POINT

  • "I can’t stop thinking about this and need to put it to bed.”

DESIRED ACTION

  • Sign up for lead magnet on EKI.com

Three: Research

THINKING

  • “What will this cost?”
  • “How much of my time will this require?”
  • “Am I actually doing this?"

DOING

  • Googling the procedure and any specific questions.
  • Seeking validation from their inner circles.
  • Creating a pro/con list.
  • Reading surgeon reviews, making their short list of surgeons.
  • Reaching out to the practices, and leading with a closed-ended question such as, “How much does a BA cost?”

FEELING

  • Guilty about considering such an expensive non-family expense.
  • Excited about the possibilities. Scared about being “botched” or having surgery.

EXIT RAMP

  • “The risks just don’t seem worth it.”

TIPPING POINT

  • “I have a vision, and I want it to be fulfilled.”

DESIRED ACTION

  • Join Bustmob
  • Build trust for our surgeons
  • (Future) Buy Eden's books

Four: Intent to Buy

THINKING

  • “How exactly will I pay for this?”
  • “What does this whole process look like?”

DOING

  • Calling practices to setup consultations

FEELING

  • Standoff-ish and defensive.
  • Nervous, because reaching out to us is a huge step.

Crosses Trust Line / Consultation Booked

THINKING

  • “I wish I could get in sooner.”
  • “Am I making a good decision?”

DOING

  • Looking at their calendar.
  • Driving or in a hurry, trying to find credit card and give the number.
  • Thinking of additional questions for their PCC.

FEELING

  • Starting to get antsy.
  • Nervous to show their body in the exam.
  • More committed to the process as a whole.

EXIT RAMP

  • “That interaction didn’t feel right to me."

TIPPING POINT

  • "I trust the team even more than I did the day I booked."

DESIRED ACTION

  • Schedule a Vectra appointment

Five: Consultation (The Date)

THINKING

  • “How do I get there, and how long will it take me?”
  • “What should I wear and bring with me?”
  • “Which building is it?”
  • (Afterwards) "I need some time to process."

DOING

  • Driving to the office and finding the right building.
  • Parking, then finding the right office to go to.
  • Checking in and finishing paperwork.
  • Waiting for surgeon.
  • Meeting with the surgeon and walking back to their office.
  • Conversation/getting to know the surgeon.

FEELING

  • Anxious about their upcoming visit.
  • Feeling defensive or uneasy when they walk in.
  • Might be frustrated about parking or not finding building or suite easily enough.
  • (Afterwards) Relieve that it's over.

EXIT RAMP

  • Unmet expectations.

TIPPING POINT

  • “I believe they will give me the best possible result.”

DESIRED ACTION

  • Talk to Bustmob

Six: Post Consultation

THINKING

  • “I’ve got to get all of my bases covered.”
  • “I have to do everything I can for this not to negatively impact my family.”

DOING

  • Looking at the calendar (school, childcare, etc.)
  • Talking to S.O., getting into a final agreement with one another

FEELING

  • Nervous Anticipation
  • Excited
  • Indecisive

EXIT RAMP

  • External force or factor.

TIPPING POINT

  • Green light from themselves and/or S.O.

DESIRED ACTION

  • Get honest with their PCC

Seven: Procedure Booked

THINKING

  • Overthinking

    DOING

  • Telling friends that they booked.
  • Counting down the days.

    FEELING

  • Anxious about waiting and the pain of surgery/recovery.
  • Scared from hearing horror stories.

Pre-Op Appointment

THINKING

  • “I have so much to do.”

    DOING

  • Takes before photos
  • Gets pre-op bag

    FEELING

  • Much more comfortable in office.
  • Embarrassed about photos.

After Pre-Op Appt.

THINKING

  • “I hate that I have to wait.”
  • “How am I going to sleep?”

    DOING

  • Tons of to-dos
  • Final logistics / planning

    FEELING

  • Stretched thin
  • Anxious / Anticipating

    EXIT RAMP

  • Life emergency

    TIPPING POINT

  • Time Passing

    DESIRED ACTION

  • Keeping busy with to-dos, Bustmob, prepping for recovery, maybe ERAS.

Eight: Day of Surgery

THINKING

  • “Where do I go?!?”
  • “This isn’t what I was expecting…”

    DOING

  • Following surgery prep guidelines.
  • Watching the clock.
  • Driving to the office.
  • Going to the wrong suite.
  • Sitting in the waiting room.

    FEELING

  • Stressed/Anxious
  • Hungry/Crabby
  • Frumpy

PACU

THINKING

  • “Im so glad that’s over.”
  • “I’m not ready to leave.”

    DOING

  • Waking up in recovery.
  • Getting help getting dressed.

    FEELING

  • Totally out of it.
  • Overly emotional
  • Confused/Helpless

    EXIT RAMP

  • Serious medical issue

    DESIRED ACTION

  • Staying relaxed and not feeling forgotten about.

Nine: Recovery

THINKING

  • "I’m going to throw up.”
  • “My mouth is SO dry.”

    DOING

  • Laid up in bed/chair.
  • Sleeping

    FEELING

  • Nauseous
  • In pain
  • Medicated

Active Recovery

THINKING

  • “Is ‘this’ normal?”
  • “How long will this last?”

    DOING

  • Watching TV/Netflix
  • Ask questions

    FEELING

  • Concerned
  • Alert, yet weak

Post-Op Appointment

THINKING

  • “What is up with my body?”
  • “I still trust these people.”

    DOING

  • Go to office, see nurse, and surgeon.
  • Book 6-week appointment

    FEELING

  • Worried/Botched
  • Hurried

End of Recovery

THINKING

  • “I’m starting to look better…”

    DOING

  • Back to work
  • Slowly getting into normal routine

    FEELING

  • Skeptical
  • More confident in having made the right decision

    DESIRED ACTION

  • Being patient.

Ten: Back to Normal Life

THINKING

  • “I'm so glad I did this.”
  • “Totally worth it.”
  • “I can’t believe this is mybody… the body I was meant to have.”

    DOING

  • Getting back into gym, normal routine.
  • Full range of motion has returned.
  • Getting used to / adjusted to new body.
  • Shopping / learning how to dress new body.
  • Showing off, maybe too much.

    FEELING

  • Surprised / amazed at the healing process
  • Very hopeful / happy
  • Hyper-confident / Giddy
  • On a high / life a new person
  • Confident

    DESIRED ACTION

  • Leaving a review.
  • Being there for others.

Robbie Headshot.jpg

Written by Robbie Poe

Robbie Poe has a passion for helping others win in business and has been leading teams for more than a decade. He was a hand-selected member of Dave Ramsey’s senior leadership team where he was responsible for a $25MM a year product line, and he consulted for a year with our practice’s leadership team before joining full time as our COO / Integrator.