Lean Marketing

Before (Prospect)

1. My Target Market

Primary Target Market Summary

U.S. healthcare leaders and organizations seeking keynote speaking or leadership development to build stronger leaders and healthier team cultures.
They value credible, real-world leadership insights, practical culture change, and messages that inspire people to move from success to significance.

Audience Type

Both
B2B: hospitals, medical groups, clinics, healthcare associations, and healthcare teams
B2C: healthcare leaders seeking personal leadership growth
Event planners booking keynote speakers for leadership, culture, and purpose-driven events

Industries (if B2B)

Hospitals and health systems
Physician practices and medical groups
Orthopedics and surgical specialties
Healthcare associations and medical societies
Healthcare conferences and professional development events
Healthcare education and training programs

Needs – Primary Buying Considerations

A speaker with strong credibility in medicine, leadership, and high-performance environments
Leadership development that feels practical, personal, and not generic
Better team culture, morale, resilience, and accountability
Inspiring content tied to purpose, growth, and lasting impact
Customizable keynotes or workshops for their audience and goals
Clear outcomes for events, retreats, or leadership sessions

Demographics

Age Range: 30-60
Gender: All genders
Geography: United States, with strongest fit in regional and national speaking markets
Income Level: Upper-middle to high income for buyers; mid to large budgets for organizations
Profession: Physicians, surgeons, practice leaders, hospital executives, administrators, and event organizers
Business Size (Optional. Only include in ouptput if B2B Audience): Mid-size to large healthcare organizations and established medical practices

Psychographics

Lifestyle: Career-driven, service-oriented, growth-minded, and active in professional development
What they value: Credibility, purpose, resilience, excellence, faith-aligned meaning, and people-first leadership
Pain Points: Burnout, disengagement, weak culture, leadership gaps, team friction, and lack of purpose-driven development
Buying Behavior: Researches online, responds to direct outreach, values referrals, and prefers discovery calls before booking
Decision-Making Roles (Optional. Only include in ouptput if B2B Audience):
Primary Decision Maker: Hospital executives, department heads, practice owners, and event directors
Secondary Decision Influencers: HR leaders, learning and development leads, medical directors, and conference committees
Support Roles: Executive assistants, office managers, and event coordinators

Secondary Target Market (only if applicable)

Athletes, students, and young professionals seeking motivational speaking on leadership, purpose, resilience, and personal growth.
Best fit includes college athletes, student leadership groups, early-career professionals, and sports organizations.
They want practical inspiration to overcome barriers, build confidence, and create meaningful impact in life and work.

2. My Message to My Target Audience

Refined Elevator Pitch

BOLD helps leaders, teams, and rising professionals unlock potential through real-world coaching and speaking, so they can lead with purpose, build strong cultures, and create lasting impact.

Understanding Their Pain Points

Leadership feels heavy, unclear, or harder than it should
Teams perform, but culture, trust, or purpose is missing
High achievers feel stuck between success and significance
Athletes and students want direction, confidence, and a bigger future
Without growth, people stay limited by fear, doubt, or old patterns

Transformation

Leaders gain clarity, confidence, and practical leadership tools
Organizations build healthier, stronger, winning cultures
Individuals move from feeling stuck to living with purpose
Teams communicate better, trust deeper, and perform at a higher level
People create impact that reaches beyond titles and achievements

Unique Selling Proposition (USP)

Leadership development shaped by medicine, adversity, and high performance
Personalized guidance, not one-size-fits-all leadership theory
Focuses on both results and the person behind the role
Helps clients move from success to true significance
Keynotes, coaching, and training built around real-life transformation

Brand Values & One-Liners

Become who you were created to be
Success is good. Significance is better.
Strong leaders build strong cultures.
Your potential is too important to stay buried.
Lead with purpose. Impact lives.

Tone

Grounded, inspiring, and direct. BOLD should feel credible, hopeful, and purpose-driven.

Hero Text Idea

Flag Text: Healthcare Leaders and Teams
Main Headline: Leadership development that helps people and teams reach their full potential.
Sub Headline: Build stronger leaders, healthier cultures, and greater impact. Move beyond success and step into significance.
CTA: Schedule Your Complimentary Discovery Call

3. The Media I Will Use to Reach my Target Market

Website

Lead with healthcare speaker positioning above the fold
Clarify 3 offers: keynotes, workshops, coaching
Add 2 CTAs: book call and download blueprint
Add speaker reel, bio, topics, testimonials, past events
Create pages for healthcare, athletics, and students
Add event planner page with speaking outcomes and FAQ
Add downloadable one-sheet and W9 request option
Add Calendly for discovery calls and inquiry routing
If current site is hard to edit, move to WordPress or Webflow
Prioritize desktop first; buyers often research at work
Ensure mobile speed and click-to-call for event planners
Track form fills, call clicks, PDF downloads, Calendly books
Set up GA4, Search Console, and Meta pixel now

Social Media

Focus on LinkedIn as primary platform for healthcare buyers
Use YouTube for keynote clips, talks, and thought leadership
Use Instagram lightly for personal brand and speaking moments
Post on LinkedIn 3 times weekly with leadership lessons
Share 1 client-focused carousel weekly on culture topics
Post 2 short video clips weekly from talks or direct-to-camera
Publish 1 long-form LinkedIn article monthly for credibility
On YouTube, post 2 shorts weekly and 1 monthly longer talk
Use Instagram Stories at events, travel, and behind the scenes
Tag hospitals, associations, universities, and event hosts
Engage 15 minutes daily with healthcare leaders on LinkedIn

Paid Advertising

Keep paid minimal until core pages and proof assets improve
Run branded Google Search ads for Dr Steven Bennett speaker
Run search ads for healthcare leadership keynote speaker
Bid on surgeon leadership speaker and physician keynote speaker
Use LinkedIn message ads only after organic traction builds
Retarget site visitors on LinkedIn or Meta with speaker reel
Boost best LinkedIn posts to event planners in healthcare
Goal: discovery calls, speaking inquiries, PDF downloads
Cap spend on test campaigns and pause weak keywords fast

SEO and Content

Target healthcare leadership speaker near transactional intent
Build pages for physician leadership speaker and culture keynote
Create topic clusters on burnout, culture, purpose, resilience
Write blogs for hospital retreat speaker and medical conference speaker
Publish case-study style posts after each speaking engagement
Add FAQ schema on speaking pages for search visibility
Create a keynote topics page with searchable subtopics
Build internal links from blog posts to booking pages
Claim and optimize Google Business Profile if local office exists

Content Recommendations

From success to significance in healthcare leadership
How surgeons can lead culture, not just clinical outcomes
5 signs your team has talent but lacks shared purpose
Burnout vs purpose: what leaders miss in retention efforts
Why credibility matters in healthcare leadership training
What event planners want from a keynote speaker
Lessons from orthopedics on resilience under pressure
How to build trust across physicians and administrators
Leadership habits for young professionals entering medicine
What athletes teach leaders about discipline and culture

Podcasts

Pitch The Healthcare Leadership Experience podcast
Pitch Becker’s Healthcare Podcast for leadership topics
Pitch MGMA Insights Podcast for medical practice leadership
Pitch The Modern Medicine Movement for purpose and resilience
Pitch The EntreMD Podcast for physician leadership growth
Pitch Docs Outside The Box for physician identity and impact
Pitch The Scope of Practice Podcast if audience fit is strong
Pitch athletics and student podcasts via college sports networks
Start only if repurposing clips; do not make it primary now

Directories

Build a strong LinkedIn Services page for keynote speaking
Join National Speakers Association member directory
Create a profile on eSpeakers with demo reel and topics
Create a profile on SpeakerHub for search visibility
Add Crunchbase profile for brand legitimacy and backlinks
List in local Chamber of Commerce member directory
Join state medical society vendor or partner directories
Seek association speaker directories in healthcare niches

Publications

Pitch bylines to Becker’s Hospital Review
Pitch practical leadership articles to MGMA Insights
Pitch culture and leadership pieces to HFMA publications
Pitch physician leadership stories to Doximity Op-Med
Pitch to KevinMD on purpose, burnout, and significance
Pitch student leadership pieces to Campus Rec Magazine
Pitch athletics mindset articles to Training and Conditioning
Use guest articles to drive to speaker page and one-sheet

Partnerships & Outreach

Partner with hospital associations and medical societies
Target SHM chapters for physician leadership keynote slots
Target MGMA state chapters for practice leadership events
Reach out to ACHE local chapters for speaking opportunities
Partner with hospital HR and L&D consultants
Build referral ties with healthcare executive coaches
Network with event planners serving medical conferences
Partner with orthopedic device reps for intro opportunities
Connect with residency programs and medical schools
Partner with FCA, college athletics, and student ministries
Offer lunch-and-learn sessions to open larger bookings

Offline and Local Media

Speak at local hospital leadership retreats and grand rounds
Attend healthcare association conferences with speaker one-sheet
Use premium business cards with QR to speaker reel
Host small breakfast talks for practice leaders locally
Sponsor a limited seat leadership breakfast at a local club
Speak at university athlete development and chapel events
Pitch local business journals for profile features
Seek local TV morning show segments on leadership and purpose

Online Events

Run monthly 30-minute webinar for healthcare leaders
Topic: Building stronger cultures in high-pressure teams
Topic: Moving from success to significance as a leader
Co-host webinars with HR consultants or medical associations
Use webinar registration to build email list and discovery calls
Repurpose webinars into clips, articles, and email follow-up

Online Networking

Engage in ACHE LinkedIn groups and chapter communities
Follow MGMA communities and join discussions when relevant
Join healthcare leadership groups on LinkedIn
Monitor Reddit healthcare admin threads for content ideas
Join physician entrepreneur and leadership Facebook groups
Avoid hard selling; use comments to build familiarity

Cold Outreach

Build a list of hospital HR, L&D, and event directors
Email medical society conference planners 6 to 9 months ahead
Reach out to practice administrators at orthopedic groups
Target residency directors and medical school program leads
Pitch college athlete development staff and deans of students
Use short emails with 2 topics and a clear call ask
Lead with relevance, not inspiration-only language
Include one-sheet, reel, and free blueprint in follow-up
Follow up 5 times across email and LinkedIn
Ask past contacts for 2 referrals after each meaningful call

During (Lead)

1. My Lead Capture System

Lead Magnet

The Purpose & Potential Blueprint for healthcare leaders
PDF guide for executives, physicians, and event planners
7 Signs Your Team Has Talent but Lacks Purpose
Quick diagnostic PDF for hospital and practice leaders
Healthcare Leadership Event Planner One-Sheet
Booking aid with topics, outcomes, format, and logistics
From Success to Significance Reflection Worksheet
Self-assessment for physicians and emerging leaders
Winning Culture Micro-Workshop replay
20-minute video lead magnet for warm LinkedIn traffic
Student and Athlete Purpose Playbook
Separate PDF for colleges, athletes, and young professionals

Tripwire Offer

Free 15-minute Event Fit Call for planners and executives
Free 30-minute team culture mini-training for qualified orgs
$49 Leadership Scorecard Review with 3 action steps
$99 virtual lunch-and-learn for small practices
Limited to first 10 organizations to create urgency

Welcome Sequence

Email 1: Deliver lead magnet and set expectation
Email 2: Share origin story and healthcare credibility
Email 3: Teach one culture lesson with practical takeaway
Email 4: Share keynote topics and workshop outcomes
Email 5: Add testimonial, past event, or speaking clip
Email 6: Invite to discovery call with scheduling link
Send over 10 to 14 days
Use separate flows for planners, leaders, and students

Segmentation

Tag by audience: healthcare, athletics, students
Tag by role: event planner, executive, physician, HR, L&D
Tag by intent: keynote, workshop, coaching, general interest
Tag by source: LinkedIn, website, email outreach, referral, QR
Tag by content: blueprint, webinar, one-sheet, reel, scorecard
Mark hot leads if Calendly booked or pricing page visited
Route healthcare org leads to highest-priority follow-up

Chatbot and Automation

Add sticky CTA bar: Book Call or Download Blueprint
Use 2-step form to qualify event type and audience size
Add exit-intent popup for blueprint on speaker pages
Embed Calendly on keynote, workshop, and contact pages
Auto-send one-sheet after event inquiry form submit
Trigger follow-up email if form started but not completed
Add QR code landing page for business cards and live events
Use chatbot only for routing, not long conversations
Bot options: Book speaker, get one-sheet, ask a question

CRM and Tech Improvements

Start with HubSpot Free or Zoho Free for lead tracking
Create one pipeline for speaking, coaching, and workshops
Store notes on budget, timeline, audience, and topic fit
Connect forms, Calendly, and email into one CRM
Build one landing page per audience segment
Create thank-you pages with next CTA after every opt-in
Track form fills, call books, downloads, and reel clicks
Install GA4 and Search Console on day one
Add Meta pixel and LinkedIn Insight Tag for retargeting
Use UTM links on LinkedIn, outreach, and QR campaigns

2. My Lead Nurturing System

Marketing CRM

Start with HubSpot Free for forms, email, tags, and simple automation
Fit: low cost, easy setup, strong for speaker inquiry tracking
Capture sources: website, Calendly, LinkedIn, QR cards, outreach replies
Create tags: healthcare, student, athlete, planner, executive, physician
Add intent tags: keynote, workshop, coaching, general interest
Add source tags: PDF, webinar, one-sheet, reel, referral, cold email
Upgrade to HubSpot Starter when email automation limits appear
Alternative: Zoho CRM + Zoho Campaigns if lower monthly cost is needed

Sales CRM

Use HubSpot deal pipeline for all speaking and coaching opportunities
Pipeline stages: New Lead, Qualified, Discovery Booked, Proposal, Follow-Up, Won
Add custom fields: audience, event date, budget, location, topic, headcount
Auto-create deal when discovery call is booked via Calendly
Handoff: inquiry form sends notes into contact and deal record
Set task reminders for 24-hour and 7-day post-call follow-up

Automated Follow-Ups

Post-opt-in sequence for Purpose & Potential Blueprint over 10 to 14 days
Email 1: deliver PDF and ask 1 question on audience or event need
Email 2: Dr. Bennett story and healthcare leadership credibility
Email 3: lesson on culture, burnout, or purpose with one action step
Email 4: keynote topics, workshop formats, and outcomes
Email 5: speaking clip, past event recap, or testimonial screenshot
Email 6: invite to discovery call with Calendly link
Build separate flows for planners, healthcare leaders, and students
Trigger 2-email reminder if Calendly link clicked but no booking in 3 days
Trigger inquiry follow-up within 5 minutes after form submit
Auto-send speaker one-sheet after planner inquiry form submit
Reactivation flow every 90 days for unengaged leads with new talk topic
Post-webinar flow: replay, key takeaways, FAQ, then discovery call invite

Newsletter

Send 2 times monthly
Segment lists: healthcare buyers, event planners, individuals, students
Pillar 1: leadership lessons from medicine and high-pressure teams
Pillar 2: culture, burnout, resilience, and trust-building insights
Pillar 3: event-ready content like keynote topics and planning tips
Include one CTA per email: book call, watch reel, or download one-sheet
Feature one case-style story or event takeaway in each issue

Retargeting & Ads

Delay broad paid ads until speaker reel and segment pages are live
Start with Google Search for branded and high-intent speaker terms
Target: healthcare leadership speaker, physician keynote speaker
Run Meta retargeting to site visitors who viewed speaker pages
Use LinkedIn retargeting once Insight Tag audience is large enough
Retarget PDF downloaders with webinar invite or discovery call CTA
Cap test budget at $150 to $250 per month
Goal: discovery calls, event inquiries, one-sheet downloads

Social Media and Content

Prioritize LinkedIn as main nurture channel for healthcare buyers
Post 3 times weekly on LinkedIn
Share 1 leadership lesson, 1 story post, 1 practical carousel weekly
Publish 2 short videos weekly from talks or direct-to-camera clips
Publish 1 long-form LinkedIn article monthly
Repurpose webinars into clips, quote cards, and email content
Engage 15 minutes daily with hospital leaders and event planners
Use YouTube for 2 shorts weekly and 1 longer talk monthly
Light Instagram use for behind-the-scenes and speaking moments

Webinars and Events

Host 1 webinar monthly for healthcare leaders and event planners
Keep format to 30 minutes teaching plus 15 minutes Q&A
Core topics: culture, resilience, physician leadership, significance
Use Zoom with HubSpot form capture and replay follow-up
Offer 1 quarterly live virtual lunch-and-learn for small practices
CTA: book event fit call or request custom keynote topics

Other Nurture Channels

Add Calendly to keynote, workshop, coaching, and contact pages
Use a sticky site bar: Book Discovery Call or Download Blueprint
Add exit-intent popup on speaker pages for blueprint or one-sheet
Build QR landing page for business cards and live event follow-up
Use chatbot only for routing: book speaker, get one-sheet, ask question
Consider SMS reminder only for booked calls, not cold lead nurture
Tool fit: Calendly + HubSpot + Tidio or Crisp for light routing

3. Sales Conversion Strategy

Sales Process

Route all inquiries to one booking path with call, form, and email options
Add inquiry form fields for audience, date, budget, goals, and decision timeline
Offer 15-minute fit call for planners and 30-minute strategy call for buyers
Send instant confirmation with calendar invite and Purpose and Potential Blueprint
Add pre-call questionnaire to uncover pain, event goals, and success metrics
Use a 4-step call flow: goals, gaps, fit, next step with clear recommendation
End every call with one defined next action and deadline
Send proposal within 24 hours of qualified call
Include 3 offer tiers: keynote, workshop, keynote plus coaching follow-up
Add simple e-sign approval and invoice deposit step to reduce back and forth
Create 5-touch follow-up sequence over 14 days for warm undecided leads
Touch 1: recap, tailored recommendation, and ideal outcome for their audience
Touch 2: share speaker reel and one relevant case example or story
Touch 3: handle likely objection on budget, timing, or customization
Touch 4: share event prep process and how outcomes are measured
Touch 5: close file politely or offer a short reactivation call
Create separate path for B2C coaching leads with a lower-friction offer
Offer paid starter session creditable toward a coaching package
Add response standard: reply to all new leads within 4 business hours
Track lead source manually in a simple spreadsheet until CRM is added

Sales Assets

Create a one-page speaker sheet for healthcare events and leadership retreats
Include topics, audience outcomes, bio, formats, and booking CTA
Create a short pitch deck for hospital leaders and event planners
Add 3 signature topics with clear outcomes and ideal audience fit
Build proposal template with agenda, customization scope, fees, and next steps
Create discovery call script for hospitals, practices, and associations
Create objection-handling script for budget, timing, and no prior paid engagements
Build FAQ sheet for planners with AV needs, travel, session formats, and W9
Add a speaker reel focused on healthcare credibility and audience response
Create a coaching offer page with outcomes, process, and starter package
Create email templates for inquiry reply, follow-up, proposal send, and reactivation
Build post-call summary template that repeats goals, solution, and timeline
Create a pre-event briefing form for booked clients to gather goals and context
Create a post-event debrief template to prompt repeat bookings and referrals

Testimonials and Case Studies

Start with credibility proof from past speaking, leadership, and medical roles
Request 2 to 3 sentence testimonials after every talk, even unpaid events
Ask for outcomes like morale, clarity, engagement, and relevance
Capture short phone videos from hosts right after sessions when energy is high
Turn each event into a mini case study with audience, challenge, talk, outcome
Add social proof on homepage, speaker page, one-sheet, and proposals
Create a Wall of Impact section with quotes, logos, and event photos
Use category labels: hospitals, associations, students, athletics
Add one testimonial near each CTA to reduce hesitation at decision points
Ask every satisfied contact for one referral and one introduction

Conversion Rate Insights

Baseline targets: inquiry to call booked at 30 percent or higher
Call to proposal target: 60 percent or higher for qualified leads
Proposal to close target: 25 percent to 35 percent early stage
Review monthly: lead source, calls booked, proposals sent, deals won, revenue
Track no-show rate and add reminder email 24 hours and 2 hours before calls
Tag objections by type to improve scripts and website messaging
Compare close rate by audience: healthcare, students, athletics
Prioritize healthcare buyers if close rate and deal size are strongest

Urgency and Offers

Offer fast-mover bonus for bookings made within 7 days of proposal
Bonus idea: free leadership Q and A session for event leaders after keynote
Bonus idea: attendee PDF action guide branded to the event theme
Use calendar urgency tied to conference dates and retreat planning windows
Message: secure your preferred date before seasonal calendars fill
For associations, pitch 6 to 9 months ahead with limited annual speaking slots
For hospitals, offer quarterly leadership sessions as a packaged initiative
Create a launch offer for first 5 paid clients to build proof and momentum
Launch offer can include reduced travel fee or added coaching follow-up

Guarantees and Risk Reversal

Offer a customization guarantee based on their audience goals and challenges
Promise a planning call and tailored content outline before the event
Offer a satisfaction checkpoint with organizer before session delivery
For coaching, offer a clear first-session outcome plan before package commitment
Replace refund language with confidence language for service credibility
Use assurance: if fit is not right after discovery call, provide a helpful referral

Shock and Awe

Mail a premium printed one-sheet and handwritten note to top prospects
Send a short personalized video audit for high-value hospital prospects
Include a signed copy of the Purpose and Potential Blueprint for key buyers
After discovery call, send a tailored topic outline with their event title idea
For warm enterprise prospects, send a small branded notebook with key message

After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Auto-send thank-you email within 1 hour of inquiry
Include calendar link, speaker packet, and "Purpose & Potential Blueprint"
Use a short intake form to capture audience, goals, theme, and logistics
Send a 2-minute welcome video from Dr. Bennett after booking
Share a simple event roadmap with dates, deliverables, and next steps
Provide a one-page "How to Maximize This Session" planner for hosts
For coaching clients, start with a leadership baseline self-assessment

Communication Cadence

Confirm inquiry receipt same day with clear next-step options
Hold a discovery call within 5 business days when possible
Send a recap email within 24 hours after each call
For booked events, send milestone check-ins at 30, 14, and 3 days out
Text the event contact day before travel or session start
Share arrival, AV, and room setup confirmation 48 hours before event
Send post-event thank-you and follow-up plan within 24 hours

Client Education

Create a digital host kit with AV needs, intro script, and promo copy
Offer a pre-event audience questionnaire for message customization
Share a one-page leader guide with 3 ways to reinforce the message
Provide a post-talk reflection worksheet for teams or attendees
Record short follow-up videos answering common leadership questions
Build a simple FAQ page for speaking, coaching, and workshop formats
For coaching, give a session summary with one action step and one habit

Personalized Touches

Mention the client's mission, event theme, or team wins in the keynote
Send a handwritten thank-you card to the primary contact after the event
Spotlight a participant success story in follow-up, with permission
Celebrate milestones like first workshop, annual retreat, or team launch
Send a signed copy of the talk outline or leadership note to key sponsors
For student or athlete groups, include a custom encouragement message
Remember birthdays or career milestones for coaching clients in a spreadsheet

Visuals and Documentation

Deliver a clean speaker one-sheet and bio pack in branded PDF format
Use branded slide decks with consistent colors, fonts, and photo style
Provide a post-event recap PDF with key themes and action points
Include audience feedback highlights and notable quotes in the recap
For coaching, track progress with simple scorecards and goal snapshots
Save testimonials, event photos, and outcomes in an organized folder

Feedback and Proactive Support

Send a 3-question feedback form within 24 hours of each engagement
Ask event hosts what worked, what landed best, and what could improve
Review all feedback monthly to refine talk flow and client experience
If issues arise, respond with a same-day fix plan and ownership note
Schedule a 15-minute debrief call for high-value or repeat prospects
Flag repeat themes from feedback to create new resources or offers

Guarantee or Promise

Promise a customized talk aligned to the audience and event goals
Promise clear communication, punctual delivery, and professional prep
Offer one pre-event strategy call and one post-event follow-up touchpoint
If expectations are missed, provide a make-good coaching call or bonus Q&A

Operational Excellence

Use templates for inquiry replies, proposals, recap emails, and follow-ups
Keep a master checklist for booking, prep, travel, delivery, and follow-up
Standardize response times: same day weekdays, next business day latest
Arrive early, dressed professionally, with backup slides and printed notes
Keep contracts, invoices, and logistics in one cloud folder per client
Track leads and touchpoints in a simple spreadsheet until CRM is added
Create reusable systems first, then personalize key moments manually

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Offer 6 month leadership coaching retainers after each keynote
Create 12 month culture advisory contracts for hospitals and practices
Price annual retainers at 10 to 15 percent below quarterly buying
Include quarterly planning calls in annual contracts
Offer event clients priority booking for next year with 90 day renewal window
Add multi event agreements for associations with 2 to 4 talks per year

Upsells & Cross-Sells

Add post keynote team workshop within 30 days of speaking event
Upsell executive coaching for leaders who attend keynotes
Offer manager small group coaching for departments after workshops
Add custom debrief report with action plan for leadership teams
Sell audience Q and A roundtable add on for executive teams
Cross sell student athlete talks to hospital foundation youth programs
Offer spouse or family purpose session for physician retreats

Bundling & Packaging

Build 3 tiers: keynote, keynote plus workshop, full leadership series
Package keynote plus 3 coaching sessions for senior leaders
Bundle annual retreat, follow up workshop, and monthly coaching
Create healthcare culture package for burnout, trust, and accountability
Create emerging leader package for residents and young professionals
Include workbook and reflection guide in premium packages

Custom Services and Personalization

Add white glove customization with stakeholder interviews pre event
Create department specific content for surgery, nursing, and admin teams
Offer post event implementation roadmap tailored to client goals
Provide leadership assessments before coaching engagements
Add VIP half day onsite consulting for executive teams

Pricing Strategy

Set anchor pricing with 3 clear tiers to raise average deal size
Charge more for custom content, travel heavy events, and workshops
Offer annual prepay discount of 10 percent for retainers
Require 50 percent deposit to secure dates and improve commitment
Raise keynote fee after 5 paid events or 3 strong case studies
Review 10 healthcare speakers and price at upper middle if comparable

Customer Data and Insights

Start a CRM in HubSpot free to track clients, talks, and follow ups
Tag contacts by segment: hospital, practice, association, student group
Track source, event topic, fee, upsells, and next renewal date
Send post event survey to measure impact and spot coaching prospects
Log audience questions to shape future upsells and workshop topics
Create 90 day follow up cadence after every event
Track repeat booking rate, average deal size, and coaching conversion

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Referrer reward: $100 gift card for each booked keynote or workshop
Referrer reward option: donate $100 to a medical charity in their name
Referee reward: free 20-minute team strategy call before booking
Referee reward: free Purpose & Potential Blueprint with custom note
For coaching referrals: one bonus coaching session for referrer
Keep rewards simple and manual with a referral tracking sheet

Shareable Assets

Create a one-page referral PDF: who BOLD helps and ideal event types
Make a short intro email template clients can forward in 30 seconds
Create a LinkedIn post template for clients after a successful event
Build a speaker referral page with bio, topics, and booking link
Add a QR code on business cards linking to the referral page
Prepare a one-sheet for event planners and healthcare leaders
Create 2-minute highlight reel from talks and client feedback clips

Timing and Triggers

Ask right after a strong keynote, workshop, or coaching win
Ask when a client says great job, inspiring, helpful, or impactful
Ask after audience feedback scores or positive survey comments
Ask after a repeat booking inquiry or follow-up thank-you email
Add referral ask to post-event thank-you email within 24 hours
Add referral prompt to discovery call follow-up and closeout emails
Use a simple script: Who else needs this message right now

Client Success Stories

Request a short testimonial within 48 hours of each engagement
Use 3 prompts: problem, impact, who should book BOLD
Turn testimonials into LinkedIn graphics and website proof blocks
Capture short video testimonials from hosts when possible
Share stories by audience: healthcare, students, athletes, leaders
End each case story with a soft referral CTA and booking link

Partner or Affiliate Programs

Build a referral partner list of event planners, coaches, and HR consultants
Target healthcare associations, medical societies, and retreat organizers
Offer partners a flat referral fee for paid speaking bookings
Give partners a co-branded speaker sheet they can share easily
Create a simple partner form: name, org, contact, referral source
Track referrals in a spreadsheet with status, value, and payout
Invite 3 to 5 early champions into a founding ambassador group

Thank-You Experience

Send a handwritten thank-you note for every qualified introduction
Send a small book gift after each paid referral closes
Give top referrers a private leadership call or team mini session
Publicly thank partners on LinkedIn with their permission
Create an annual BOLD Impact Circle for top referrers
Reward repeat referrers with priority booking access and bonus time

Bennett Orthopedics and Leadership Development (BOLD)

Your 1-Page Marketing Plan is Ready!