The Challenge: Loyalty & Sales
Steve Hoffart, a compound pharmacist and industry advocate based in Houston, came to us with a challenge.
He’d built an impressive social following of over 500k (now over 1 million) followers.
But he knew that Instagram and TikTok audiences aren’t very loyal and his social platforms weren’t driving supplement sales the way he wanted.
On the advice of his fractional CMO, he dove into the process of launching a video show with us, called The Trusted Pharmacist.
The Expertise & Finding the Right Message
Because pharmacy work often involves serving the same patients over years, Steve had unique insights into drug interactions that physicians often missed. He also has deep expertise in cutting edge compounded supplements and treatments, so Steve had a wealth of expertise to share.
In mapping out his beliefs and opinions, we built the show around a Clear & Compelling Idea – the show gives viewers ‘The Truth About How the Body Works.’ Offering an alternative to a broken medical system, and helping patients reclaim control and get personalized medicine that is the key to fixing root causes.
We designed his content strategy to include a mix of conversations with physicians and other medical experts alongside ‘solo’ themed episodes where he could dive deep into specific topics himself.
Speaking to the Right People
We encouraged Steve to tailor the majority of his episodes to his highest-value viewer, in his case that’s women frustrated with perimenopause or menopause symptoms. Women who are on YouTube looking for answers and consuming medical content.
Steve was able to secure expert guests in that field, including Dr Stasha Gominak, whose interview on Diary of a CEO got over 6 million views. Steve was able to do two episodes with her in the weeks while that DOAC episode was taking off on YouTube, with the first episode reaching 4x his average view count.
He also featured an episode with Dr William Davis, who has a large YouTube following, and that led to 47,000 views (and counting).
Tying His Show to Social Media
Steve also ties the show to his social media (now over 1 million followers), his social team does a great job of using clips from the show to get email opt-ins with ManyChat, promote specific episodes, and build his email list.
And the email list drives sales, routinely generating $1,000+ in supplement sales from episode promotion emails.
The Results – Higher Watch TIme, More Loyal Audience, & Trackable Sales
- Show gets 1,000s of views each month, with themed solo episodes reaching 3k, 6k, even 10k views
- Turns social media followers into email subscribers, driving email list growth
- Collaborations with medical/health YouTubers and trending guests leading to 10,000s of views and tapping into their audiences to grow his own
- Real, trackable supplements sales from episode promotional emails
Considering Steve actively runs his local pharmacy and travels regularly to Washington DC to advocate for the pharmacy industry, having a production partner he can rely on allows Steve to relax and focus on his content. Here’s what Steve said about the client experience with MicroFamous.
“You literally take care of everything so I can just focus on recording…I wouldn’t have been able to launch my show without you guys!”
Want that peace of mind?
Schedule your free Brainstorm Call.