The Care Girl Podcast
The Care Girl Podcast
Capturing Your Audience: Healthcare Branding Tips with Jennifer from Havacolombia
Ever wondered how to make your healthcare practice stand out on social media without breaking the bank? In this episode, Jennifer, the visionary CEO of Havacolombia, takes us behind the scenes of her virtual assistance agency that specializes in helping entrepreneurs and small business owners streamline their operations. Discover how Jennifer's team of bilingual agents offers affordable and personalized virtual assistance, with a special focus on the transformative power of social media marketing for healthcare professionals. From overcoming the usual hurdles of limited time and high costs to achieving engaging and effective content, Jennifer shares invaluable tips to capture your target audience's attention and boost client acquisition.
In our conversation, we discuss the pivotal role social media plays in building credibility and attracting clients in the healthcare sector. Learn how to distinguish your practice from local competitors by crafting authentic and trustworthy online personas. Jennifer dives deep into the strategies that align marketing efforts with a practitioner's mission and vision, leveraging both intuitive and psychological approaches. We also get into the nitty-gritty of technical tactics like hashtag optimization and split testing to ensure your campaigns hit the mark. Tune in to find out why passion and belief in your content are crucial for outstanding results, and check the show notes for more on how our social media services can elevate your healthcare brand.
You can find Jen online on instagram at @ceobabe_jen
For inquires about working with Jen and The Care Girl email us at workwithme@thecaregirl.com
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Okay, Can you introduce yourself? Tell us who you are? I know to me you're a CEO, you're a boss babe, all of the above, mother, I mean, I just can't even fathom how you do everything that you do.
Speaker 2:Thank you, thank you, yeah, so my name is Jennifer, everyone calls me Jen and I am the co-founder and CEO of Hava Columbia, which is a virtual assistance agency dedicated to supporting entrepreneurs, aspiring entrepreneurs and small business owners with their total business operations.
Speaker 2:Right Now, we are based out of Colombia, so you know we have great affordable rates.
Speaker 2:We're offshore, but all of my agents speak fluent English and Spanish, so we're much more affordable than hiring a freelancer in the United States, and we're much better than hiring a freelancer or a VA out of my competitive countries, or you know those, um, those platforms like fiverrcom. You know you always get pretty spotty, or you know, template templatized I'm not sure if that's even a word. Uh, you know support, so we're really dedicated to personalizing our support towards every entrepreneur and then also creating a, creating a passion around what each entrepreneur does, right? So I'm basically a matchmaker, if you would say, where I'm dedicated to making sure that the people that are joining your team are ones that share the same interests, that actually have a care and a passion towards supporting you, and they can see the same vision as our clientele. So, yeah, so we do that, and then we also branched out to call center support as well for, like my supplement, clients of that nature. But you know the bread and butter and what we are experts at is customer support, social media management and business operations.
Speaker 1:I love that. That's a big business. How long have you been operating?
Speaker 2:Oh man, it's been like seven or eight years now.
Speaker 1:Wow, that's amazing. That's amazing and it's the funny part. We met, my company, won a free was it social it social media? I didn't like ad spend or something with your company a while back, and I mean those guys set up a CRM custom made for me. Um, they ran some ads for me. I got some clients from them, like just from like winning. Um, I guess it was some type of package and I was so blessed.
Speaker 2:I was just reminiscing. I was reminiscing about how we met and I remember it was during the wake of a pretty, you know, detrimental, police brutality situation that occurred and it shocked, you know, the nation world, you know nationwide, and I wanted to really give back, do we? I think I lost you for just a second.
Speaker 1:You said give back. I called give back.
Speaker 2:Okay, I wanted to give back and and encourage and just feed, you know, life into the black community, and so I get. I had a giveaway to black owned businesses where I would help them support or I would, you know, set up marketing campaigns for them, and I would analyze their business and give them tips and tools on how they could, you know, elevate their sales, get more clients. And you were the winner.
Speaker 1:And I don't win a lot of things. So I just felt very, very blessed and it just for it to be, you know, the marketing campaign. It just was right on time. And I want to segue into why I brought Jen on is is because I think a lot of healthcare CEOs and founders, they really don't understand the power of social media and how they can be dropping the ball right now on not even having a good social media presence or mediocre presence right. So I kind of wanted to dive into the things that have helped me and how Jen and her company can help you grow and actually acquire clients online as well. So for me, jen, I have I've heard so many different things from different physicians and things that I work with that like I don't have the time, it's too expensive, or I've hired somebody and I didn't get results. Can you, can you speak on the hired somebody and didn't get results? Can you speak on the hired somebody and didn't get results.
Speaker 2:Can you speak on that, anne? Yeah, well, I think the first thing that's the most important is social media. Marketing is a little bit different than placing an advertisement on a billboard or putting it in a newspaper. Right, in social media it's quite interactive and engagement is one of the biggest driving factors in actually creating a new relationship with a potential client, right? So you have to look at the social media trends, how people are talking, what they're talking about, what catches their eye, and you have such a small window in order to actually gain their attention, right? So that's why you know you see, like doctor or like like receptionists all getting together and their scrubs and they're doing TikTok dances, right, that's what draws the attention, and then you have to find the best way to actually correlate it into a sale or gaining a new client, right. So I think that a lot of, especially because people in the healthcare profession it probably in the majority of it it requires a long line of education, right, and so they tend to be in the older age groups, right, and so they're not really up to speed on how to capture the attention of that social media group. So it's really important to have somebody who understands the trends and who can you know, grab that. That trending audio, something that actually applies to the business, still captures the audience that you need to get that attention, and that's how you gain, that's how you get into the explore page. That's how you go viral, right, because you're taking a trending subject, you're applying it to your own content and then it then spreads out through the algorithm to the people that you want to reach, right. So that's one thing.
Speaker 2:Now, as far as the pricing goes, you know, just like I said before, because we're an outsource agency, our prices are much more affordable than you know. A very what would you call it Like a luxury social media marketing agency that would maybe fly out to you and take professional photos, and that's a very lengthy and very full into it committed agency. You know contract right Now, what we like to do is you just dump a bunch of your already already. You already have content. You've got a photo shoot and you've got, you know, pictures of your lead or or testimonials of some of your, some of your happy clients or happy patients or loyal clients.
Speaker 2:We take that and we take that raw content and we implement it into the trending um social media campaigns or reels stories, all of that, the hashtags as well. So it uh, it's definitely we have. We have three different packages that you know. Um, that can apply to different budgets, right, especially depending on your current social media presence. If you're starting from scratch, we have a little bit of work to do, right, but if we've got something for us to build off of, we definitely have a package that relates to everybody at every different stage right, I, I appreciate, I appreciate you breaking it down and I just I want to.
Speaker 1:I want to kind of go into that a little bit more. I think that when you're not, you're not marketing your, your healthcare company or whatever you are healthcare brand or wellness brand you're missing out on on leads. And a lot of times people want to say they want to say, okay, I want more customers, I want this and I want that, but they're not willing to use the social media piece and I think that they're missing out. And a way that I believe, like healthcare, people can use it is that they can actually educate people on what they do. Let's say you're a trauma yoga instructor or something like that. You could be doing videos about that or taking pictures in your yoga studio or whatever you want to do, but that's also free. You may pay for the agency to help you, but that is a lot of organic, free content that's living there alongside you know you may have ads or something, Cause I know people that go straight to ads.
Speaker 1:But what do we do when we search online for something? We go to Instagram, we go to YouTube, we go to Google. It may not be the first place anymore that people search for you. They're going to ask you oh, are you an IG? They're going to ask you that, right, are you on LinkedIn? Or what are you? What they're going to LinkedIn they want to see do you have any content? They may go to the dentist that they saw on Instagram versus the dentist on their exact street because they're just seeing that content. They're seeing those results, they're seeing those before and afters, they're seeing the transformation that the healthcare provider, practitioner is giving the client. So they're like, dang, I want to be there. So I think that that before and after and just actually just telling, telling the story, because people fall in love with and want to do business with people who they know, like and trust how can they know, like and trust you when you have no you know footprint online at all, when that's where the road is right now?
Speaker 2:So I think that you said the keyword, the footprint right? Yes, Because there are people that will go to Google because they need to look for a business that they need to acquire right. But then, once they find the top ones, because that's just SEO right, that's a company paying to be on the top of the Google list. But then you take that information and at least this is what I do I'm going to go to Instagram. I'm going to see if there are recent posts. I want to make sure there's a business that I'm not about to pay for, something, that the business closed a year ago, or they moved locations or they changed phone numbers. I'm going to make sure that they're posting recent content, that they are actively responding to customers, because that already tells you the level of customer support and service that you're gonna receive when you actually hire that company, right? So, definitely, social media is proof. It's proof that your business is reputable and it's worth it.
Speaker 1:It's social proof. It's social proof all day. Somebody will travel. They'll go out of town to see someone. They'll go out of town, they'll take a flight to somebody that they see all these results for and that person sitting down and being on camera, they're being vulnerable. They know their background, they know their story, they know their fight as a founder and they'll do business with them before they do business with Tom Dick and Harry down the street, because Tom Dick and Harry down the street just was like, oh yeah, we're going to get some, you know, we're going to get some postcards and send them out and hopefully, you know, I think a lot of people are just like blindly doing like old school marketing when social media is.
Speaker 1:Is is the easiest form of getting in front of people that have never seen your business before and if you're, if you're good, people will fly for you, people will go out. But I think the time piece is is eliminated when you have a company like yours. Come in and and actually help manage, help create that content. Give me a little bit of of a background on kind of like different healthcare providers you've worked with and how you kind of tweak their brand.
Speaker 2:Yeah, so I mean, we work currently with many I would say maybe a dozen holistic, holistic doctors who practice online and have brick and mortar facilities as well. So it's really important for us to take their, their current brands, their current brand vision and put it into the social media experience Right. What we like to do is we have like a very in-depth job form and you know questionnaire that we have all of our practitioners fill out and it has some of the silliest questions that you wouldn't even think to ask a doctor or anything like that. Um, but it helps us understand just the feelings because, like I've always said I think I said this to you so many times marketing is intuitive, it's psychological, there are, there's energy behind all of it, right? So what we're, what we're really trying to do, is to dig deep into the mission behind each practitioner and each practice and the vision behind all of it. What is the purpose for this? What are you really trying to solve? What problem are you solving? And then basically take all of those trending situations I'm not sure exactly what to call it those trending reels, the different content pieces. Basically take all of those trending situations I'm not sure exactly what to call it those trending reels, the different content pieces, and we implement it in there.
Speaker 2:And then the most important part in marketing is testing right. Like you cannot just put, you can't just, you can't just put money behind an ad and think it's going to deliver. You must split test. You need to discover your target audience, which I think you know, as we just, for example, for you or the assisted living, you know your target audience isn't actually the living who needs assistance, right, it's the, the, it's the children of the people who need assisted living, right. So you have to tap into their thoughts and what they need, their pain points, right.
Speaker 2:So there are a lot of different situations and variables that go into crafting the perfect social media campaigns, but it's all about consistency, it's all about the intention behind each of our posts. And then you pair it with a very technical aspect, like the hashtag optimization. Hashtag optimization, you know, making sure that those technical pieces are latching onto the algorithms and that everything you know runs based off of those technical, those technical aspects of marketing. But I would say still the main, the main objective is to find somebody that can understand and believes in your purpose, because that type of energy man, it propels things.
Speaker 2:When there's excitement behind your VA, who's crafting content for you and is creating reels, if that person is sitting there and thinks that you're full of crap or they don't care about what, what your actual purpose or mission is, then you're going to get crappy results. So, um, you know, that's that's where I come in in. The matchmaking aspect of things is like you got to believe in what you put out there. If you're not being authentic or you're just, you know, going through the motions, then you're going to get pretty mediocre results.
Speaker 1:Absolutely, and I'm going to wrap up with you know you have to know your own voice and me and Jen are partnering up on the social media piece for health care founders and we will have everything in a show note on how to work with us on that, on that, and where can everybody find you online, jen? So on.
Speaker 2:Instagram you can go to Hava, colombia, and then I know Alexandria is going to be able to deliver my email to everybody. But if you go to my Instagram, hava Colombia, you just click the link in the bio, you'll see our link tree and you can contact us immediately to set up a call with me.
Speaker 1:Absolutely. Thank you so much for coming on and I appreciate you and helping these founders get seen and heard.
Speaker 2:Yes, let's do it I'm on board, all right. Thank you so much for having me you're welcome.
Speaker 1:One day I'll be out there in Columbia with you. Come on, come on, listen. All right, girl, have a good one. Talk soon, ciao.