The Secrets Of Niche Marketing For Businesses with Marnina Diprose, a dermal clinician and tech founder of Digital Health Co and DermHealth.co

[00:00:02] [SPEAKER_02]: Hey, everyone. Welcome back to the Outcomes Rocket Founders Stories. So excited that you

[00:00:08] [SPEAKER_02]: tuned back in today. I'm so thrilled to introduce you to an amazing entrepreneur. Her name is

[00:00:16] [SPEAKER_02]: Marnina Diprose. She's a dermal clinician turned tech founder with a background in health

[00:00:23] [SPEAKER_02]: science and passion for skin health. She launched DermHealth.co and Digital Health Co. Blending

[00:00:30] [SPEAKER_02]: her expertise in skincare with digital innovation. I'm excited to share her journey with you

[00:00:36] [SPEAKER_02]: all from the spa and dermal sectors to empowering beauty and wellness business through cutting

[00:00:42] [SPEAKER_02]: edge digital marketing. So Marnina, thanks so much for joining.

[00:00:47] [SPEAKER_00]: Thank you so much for having me, Saul. It's great to be speaking to you from the other

[00:00:51] [SPEAKER_00]: side of the world.

[00:00:52] [SPEAKER_02]: Oh my gosh, I know. All the way from Australia. And here we are talking. So like this is a

[00:00:59] [SPEAKER_02]: special moment, folks. We've had actually a couple interviews with Australians, but I

[00:01:05] [SPEAKER_02]: think it's less than 10. So you are in the founding Australia crew, I would say.

[00:01:11] [SPEAKER_00]: Hopefully I'm starting a trend.

[00:01:13] [SPEAKER_02]: I like that. I like that. And folks, for those of you that don't know, I had the chance

[00:01:18] [SPEAKER_02]: to connect with Marnina on her podcast. It was a phenomenal time. Then I said, you know

[00:01:25] [SPEAKER_02]: what, we have to do this on the Outcomes Rocket because I love your story and I want

[00:01:30] [SPEAKER_02]: all of you to hear about it. So Marnina, why don't we kick it off by you telling us a little

[00:01:35] [SPEAKER_02]: bit about your entrepreneurial journey. What got you into entrepreneurship and why healthcare?

[00:01:42] [SPEAKER_00]: Well, I think my entrepreneurial journey started way before I was in healthcare. And that would

[00:01:48] [SPEAKER_00]: have been kind of like as early as I can remember, I was selling and making things. Like when

[00:01:55] [SPEAKER_00]: I was 15, I had a market selling aprons that I'd made out of old tablecloths. And I was

[00:02:01] [SPEAKER_00]: always wheeling and dealing. I was always looking for an opportunity.

[00:02:06] [SPEAKER_00]: And so yeah, and then I did a degree in dermal science after traveling around and living

[00:02:14] [SPEAKER_00]: overseas for a few years. I came back at the tender age of 22 thinking I really need to

[00:02:19] [SPEAKER_00]: do something serious with my life. And so I enrolled into a health science degree.

[00:02:26] [SPEAKER_00]: Dermatology in Australia takes 12 years, dermal science takes about five. And I thought, okay,

[00:02:31] [SPEAKER_00]: this is a career that I could get around. I love skin, I love health. And I thought,

[00:02:37] [SPEAKER_00]: let's do this. And when I actually graduated, I was working for people throughout my degree

[00:02:44] [SPEAKER_00]: when I graduated, but the itch just kept coming back to work for myself. And so soon after

[00:02:51] [SPEAKER_00]: I finished my degree, I found myself freelancing and that was in 2016. And I've been working

[00:02:59] [SPEAKER_00]: for myself ever since. In terms of what inspires me to work in healthcare and like I'm specifically

[00:03:05] [SPEAKER_00]: in skin, it's just such a dynamic industry, makes people feel good. Everyone's got skin,

[00:03:12] [SPEAKER_00]: everyone's got it, right? We're not going to ever be out of a job. So that was also

[00:03:17] [SPEAKER_02]: one of those draw cards for me too. I love that. And so tell us about your business. You're also

[00:03:23] [SPEAKER_02]: an agency. Tell us about what you do and what makes you different? Good question. I mean,

[00:03:29] [SPEAKER_00]: thinking about this, I was like, I could use something really cliche, but I probably am

[00:03:34] [SPEAKER_00]: going to use something cliche. And that is we've really niched down, like we have niched into the

[00:03:41] [SPEAKER_00]: industry. When I first finished my degree, I wanted to share the amazing aspects and the

[00:03:49] [SPEAKER_00]: dynamics of skin health because we often kind of think maybe just a dermatologist or a beauty

[00:03:56] [SPEAKER_00]: therapist, we call them in Australia, but there's so many other people that work with skin. So I

[00:04:00] [SPEAKER_00]: started a podcast and this was just a passion project that grew over time. We've now done 120

[00:04:06] [SPEAKER_00]: episodes, which is just a baby compared to what you've done. Hey, congratulations. Listen,

[00:04:12] [SPEAKER_02]: over a hundred. All right. Not a lot of people could say that. Most podcasts fail after seven.

[00:04:18] [SPEAKER_02]: Seven, that's all. I know. It's crazy. Seven episodes. You haven't even started yet.

[00:04:24] [SPEAKER_00]: I know. So kudos on being over a hundred. That's awesome. Thank you. But as I started this podcast,

[00:04:32] [SPEAKER_00]: I was freelancing and I started to really realize that I was working outside. Like I wasn't working

[00:04:39] [SPEAKER_00]: in the clinic room. People, more and more people were asking me about how to help them with this

[00:04:43] [SPEAKER_00]: part of their website or this part of their automation process. And so it just evolved

[00:04:48] [SPEAKER_00]: over time. But what really makes us different and adds value to the system is that we only work

[00:04:56] [SPEAKER_00]: with skin aesthetics, health businesses. And I'm from the industry. So I know the patients well,

[00:05:03] [SPEAKER_00]: I know the clients well, I know what happens inside the treatment rooms well. And I think

[00:05:07] [SPEAKER_02]: that's really what sets us apart. I love that. You know, niche down until it hurts folks.

[00:05:12] [SPEAKER_02]: It feels like it's not the right thing at first until it starts working for you. And Marnina

[00:05:20] [SPEAKER_02]: is a great example of what success looks like when you do niche down. And so what do you feel

[00:05:26] [SPEAKER_02]: having niche down that far has helped you do differently or better than other companies in

[00:05:33] [SPEAKER_00]: the space? Well, I think number one is niching down. We've been able to really identify who our

[00:05:39] [SPEAKER_00]: clients are. And then when we're speaking to them, we actually speaking directly to them,

[00:05:45] [SPEAKER_00]: not just anyone that needs a website. We specifically now do web development for

[00:05:50] [SPEAKER_00]: service-based businesses. So that is number one. And in terms of doing it better, like from an

[00:05:58] [SPEAKER_00]: internal perspective, like if we were to looking at how we actually operate our business, it means

[00:06:04] [SPEAKER_00]: that we can streamline things because although every business that we work with is different,

[00:06:10] [SPEAKER_00]: there are going to be foundational things that are similar. So if for example, it's a skin clinic,

[00:06:16] [SPEAKER_00]: many skin clinics will treat, you know, there's only so many skin conditions.

[00:06:20] [SPEAKER_00]: So it's not like we are then having to learn about that whole industry every time we do a website.

[00:06:26] [SPEAKER_00]: We can draw on from our experience, which makes our operations more seamless.

[00:06:32] [SPEAKER_02]: Yeah. And there's so many fast lanes that you know about now because of that. So how about the U.S.?

[00:06:38] [SPEAKER_02]: Are you guys doing any sites for dermatologists in the U.S. or not yet?

[00:06:43] [SPEAKER_00]: Not yet. Not yet. That's always a thing.

[00:06:47] [SPEAKER_02]: Not yet.

[00:06:47] [SPEAKER_00]: Yeah. There's actually, we've had a conversation with one of our team members who's now moved to

[00:06:54] [SPEAKER_00]: the U.S. and she is looking at opening the market up a little bit for us there. So

[00:06:58] [SPEAKER_00]: who knows what the future will bring?

[00:07:01] [SPEAKER_02]: I like that. Well, I'll say this. If you guys are a dermatologist listening to our podcast,

[00:07:07] [SPEAKER_02]: don't you want a dermatologist to create your website or somebody familiar

[00:07:11] [SPEAKER_02]: with the dermatologist space? I think the answer is yes.

[00:07:15] [SPEAKER_02]: Marnina is doing an incredible job out there. There's skin to skin, you know, it's like math.

[00:07:22] [SPEAKER_02]: Math is the same no matter where you go. Obviously there's differences,

[00:07:26] [SPEAKER_02]: but there's fundamentals that are all the same and the business of skin is fundamentally the

[00:07:30] [SPEAKER_02]: same anywhere you go. And so as you've started this, I'm sure it hasn't been easy the whole time,

[00:07:36] [SPEAKER_02]: Marnina. Tell us about a setback you've had and what's a key learning that came out of it?

[00:07:41] [SPEAKER_00]: So many setbacks.

[00:07:45] [SPEAKER_02]: Tell me about it.

[00:07:46] [SPEAKER_00]: Some that come to mind is probably just, if it's okay, I might share two.

[00:07:51] [SPEAKER_00]: One would be being clear on your North Star because there's been many times where I've

[00:07:56] [SPEAKER_00]: added services because I felt like I wanted to cater to everyone only to realize that either

[00:08:02] [SPEAKER_00]: it doesn't align with us, we're not the best at it, there's people that are better than it

[00:08:07] [SPEAKER_00]: or it just complicates things. So there's been services, there's been things that we've actually

[00:08:12] [SPEAKER_00]: canceled out. And at first I felt a bit embarrassed about it, like we've failed,

[00:08:17] [SPEAKER_00]: but the more that I've done it, the more I've felt really empowered knowing, no,

[00:08:22] [SPEAKER_00]: this is what we do. We do websites for service-based businesses.

[00:08:26] [SPEAKER_00]: The other bigger, more internal kind of structural thing is team and working with team. We work with

[00:08:32] [SPEAKER_00]: team and this can be challenging just to make sure that everyone's aligned. But I think we do

[00:08:40] [SPEAKER_00]: weekly standup meetings, which has been really beneficial. So we can still build that team

[00:08:45] [SPEAKER_00]: culture even if we're not like working shoulder to shoulder in the same office together.

[00:08:51] [SPEAKER_00]: So key learning is really just any time that there's a problem, my belief is that there

[00:08:56] [SPEAKER_00]: is an equal, there's always a solution to the problem, a problem. And often it's kind of like

[00:09:03] [SPEAKER_00]: on the opposite end of the spectrum. So if there is a problem, look for the solution. That's

[00:09:07] [SPEAKER_02]: probably been the biggest learning. I love that. That's such a great tip.

[00:09:12] [SPEAKER_02]: And what about, you know, look, a lot of people have websites that they're not happy with. And so

[00:09:19] [SPEAKER_02]: if they're listening today, they're probably like, yep, that's me. And I'll admit, like there's been

[00:09:23] [SPEAKER_02]: points in my site that I haven't been happy with. There's a couple of things I don't like about it

[00:09:27] [SPEAKER_02]: now. And, you know, we're working to fix them. What advice would you give to people? Like an area

[00:09:34] [SPEAKER_02]: that people usually mess up, but it shouldn't be that hard.

[00:09:39] [SPEAKER_00]: Yeah. The biggest thing is, I mean, there's all the obvious things like make sure it loads fast,

[00:09:45] [SPEAKER_00]: etc. The biggest and the most simple thing is make it easy for people to book with you.

[00:09:51] [SPEAKER_00]: The amount of times that I go onto a website, I don't even know what state they're in. They could

[00:09:55] [SPEAKER_00]: be in a totally different city. I can't find how I can contact them, how I can book an appointment.

[00:10:01] [SPEAKER_00]: Just make it easy for someone to book with you or connect with you. That would be like

[00:10:07] [SPEAKER_00]: the most simple thing that you can do. Number one.

[00:10:11] [SPEAKER_00]: I love that. Yeah.

[00:10:13] [SPEAKER_00]: Like people want to spend money with you. Don't block them from that.

[00:10:17] [SPEAKER_02]: Yeah. Like people don't care, right? Like,

[00:10:20] [SPEAKER_02]: like just make it simple to book. I love that.

[00:10:23] [SPEAKER_02]: Make it simple.

[00:10:24] [SPEAKER_02]: Make it simple.

[00:10:25] [SPEAKER_00]: I mean, make it simple. Hopefully you're doing all the social proof and you're building trust

[00:10:32] [SPEAKER_00]: and credibility and speaking directly to your target audience. But the number one thing is

[00:10:38] [SPEAKER_00]: make it simple for them to actually connect with you when they have decided that they want to.

[00:10:44] [SPEAKER_02]: I love that. So like, how do we do it? What do you recommend? Like what's an easy way

[00:10:48] [SPEAKER_02]: to make it simple for people to book with us?

[00:10:53] [SPEAKER_00]: Okay. So some people think that you need a huge website and if you're wanting to get SEO and build

[00:11:00] [SPEAKER_00]: lots of credibility and things, then it is good to have multi-page websites that have information

[00:11:07] [SPEAKER_00]: with the keywords for the Google algorithms and things. But really, even if you've got a

[00:11:13] [SPEAKER_00]: one-page simple and professionally designed landing page that has a way for someone to

[00:11:21] [SPEAKER_00]: identify that you are the right person for them, having social proof for them to then understand

[00:11:27] [SPEAKER_00]: that you can be trustworthy, whether this be through before and after photos or affiliation

[00:11:33] [SPEAKER_00]: logos or testimonials. And then having a call to action that is clear and easy to do,

[00:11:41] [SPEAKER_00]: that is present via a button or multiple buttons. It can be delivered in different ways of what you

[00:11:48] [SPEAKER_00]: want them to do now. Now that you've identified that you can solve the issue and that you're the

[00:11:53] [SPEAKER_00]: right person for the job. So having clear call to actions, making sure that it's linking with

[00:12:00] [SPEAKER_00]: your booking software, if possible. If you don't have a booking software where you're actually

[00:12:04] [SPEAKER_00]: taking appointments, then use a hyperlinked, a linked phone number so that when someone actually

[00:12:11] [SPEAKER_00]: clicks on the phone number, it opens on their phone. They don't have to then write it down

[00:12:16] [SPEAKER_00]: or remember it to then put into their phone. I love tapping and a call. That's the best.

[00:12:22] [SPEAKER_00]: But these are such simple things. And when I do website audits, it's the same 10 things.

[00:12:27] [SPEAKER_00]: The phone number is not clickable. There's no call to action. So it's like, okay, I know that

[00:12:35] [SPEAKER_00]: you can do what I want. I can see a before and afters, but there's no button for me to book an

[00:12:39] [SPEAKER_00]: appointment. So just clarity. That's important. Do you want me to get more granular or are you

[00:12:47] [SPEAKER_02]: is that self-explanatory enough? Oh man. No, that's awesome. Let me look at my website here

[00:12:56] [SPEAKER_02]: and to make sure my phone number is clickable. All right, guys, I'm going to let you know right

[00:13:00] [SPEAKER_02]: now. Hold on outcomesrocket.com. I think Marnina might be onto something here that I need to change.

[00:13:12] [SPEAKER_03]: Rocket.com. Okay, here we go. Here we go. All right. Let me scroll the number.

[00:13:18] [SPEAKER_03]: Oh, it's clickable. Look at that.

[00:13:24] [SPEAKER_02]: Phew. Good.

[00:13:26] [SPEAKER_02]: You can't really see it, but I passed the test.

[00:13:29] [SPEAKER_02]: Good.

[00:13:30] [SPEAKER_02]: I was doubting myself there for a second. But is yours clickable folks? You got to go there

[00:13:36] [SPEAKER_02]: right now and check not if you're driving, but definitely go check out your site. Hit rewind on

[00:13:43] [SPEAKER_02]: this because those are some pretty awesome tips for your website. And in the show notes, by the

[00:13:49] [SPEAKER_02]: way, as we close, I'll have Marnina leave her info because there's an opportunity for you to improve.

[00:13:55] [SPEAKER_02]: So whether you're a dermatologist or not, definitely consider her for that.

[00:13:59] [SPEAKER_02]: Okay. Thanks so much for sharing that really mini masterclass around great websites that convert.

[00:14:05] [SPEAKER_02]: What would you say is the key call to action you want to leave people with and a closing thought?

[00:14:11] [SPEAKER_00]: For me specifically, not for them to create their own call to action.

[00:14:17] [SPEAKER_00]: Okay. Actually, well, let's leave it at that.

[00:14:20] [SPEAKER_02]: But if you want a deep dive, let's do it. Yeah. Sorry. Go ahead.

[00:14:24] [SPEAKER_00]: I think so. A closing thought is go to your website with the eyes of a customer,

[00:14:30] [SPEAKER_00]: maybe get one of your more mature friends or family members to navigate to your site and see

[00:14:37] [SPEAKER_00]: if they can book a time with you or find a way to contact you and making sure that they can

[00:14:43] [SPEAKER_00]: navigate it. Because if they can't, then there's going to be a wide population that aren't. And

[00:14:49] [SPEAKER_00]: that means that you're missing out on people. They're just going to some other website that can

[00:14:54] [SPEAKER_00]: help solve their issues. Web development does not need to be complicated. It really just is a

[00:15:02] [SPEAKER_00]: people to people way of marketing your business. And it can be really powerful. It is going to do

[00:15:08] [SPEAKER_00]: it for you 24 hours a day if it's done correctly. But keep it simple. It does not have to be

[00:15:14] [SPEAKER_00]: complex. The best place for people to learn more about us and the things that we do is you can

[00:15:21] [SPEAKER_00]: visit our website, digitalhealthco.com.au. Otherwise, am I able to mention the podcast, Sol?

[00:15:30] [SPEAKER_00]: Oh my gosh, absolutely. Yes, yes. So we have a podcast with about 120 or so episodes. We interview

[00:15:40] [SPEAKER_00]: experts in skin health, dermatology, the aesthetic space, and that is called Derm Health Co. So that's

[00:15:47] [SPEAKER_00]: available on any podcast platform. If you're on Instagram, you can follow that at dermhealth.co.

[00:15:54] [SPEAKER_02]: And by the way, I was really impressed. The detail of your topics,

[00:15:59] [SPEAKER_02]: all of them are super interesting. Definitely if you guys want to level up your skin game,

[00:16:05] [SPEAKER_02]: that's where you go. Marnina has had some incredible guests. So I certainly testify to

[00:16:10] [SPEAKER_02]: the quality of her interviews with people. And so make sure you check that one out.

[00:16:15] [SPEAKER_02]: I'm going to jump on her podcast too. So jump on there. You might find me sharing some wisdom

[00:16:20] [SPEAKER_02]: and just messing around, having a good time. But certainly make sure you check her out.

[00:16:26] [SPEAKER_02]: In the show notes, we'll leave links to her podcast, to her website,

[00:16:30] [SPEAKER_02]: and a summary of the tips that she shared to make your website a killer closing website that's

[00:16:37] [SPEAKER_02]: going to help grow your business. Marnina, thank you so much for being with us. This has been

[00:16:41] [SPEAKER_00]: a ton of fun. Thank you so much, Sol. It was really great to speak with you. And I'm looking forward

[00:16:47] [SPEAKER_00]: to releasing your podcast as well. You share a wealth of knowledge. Usually you're the one

[00:16:52] [SPEAKER_00]: asking questions. So if you want to learn more about Sol's real expertise and his genius zone,

[00:16:59] [SPEAKER_02]: then you can listen in on that too. Amazing. Amazing. Thank you so much for that,

[00:17:04] [SPEAKER_02]: Marnina. Appreciate the shout out. Thank you for joining us again, everyone. Hopefully this episode

[00:17:09] [SPEAKER_02]: gets you what you need to get those extra leads from your site. Marnina, thanks for joining us.

[00:17:14] [SPEAKER_00]: Thank you. Bye.