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The Power of Podcasts

Scott Burgess Boston native, South Florida transplant, entrepreneur! Execution is not for everyone. Neither is consulting. Merging the two highlights what results are intended to look like. Technological understanding and customer-centric implementation can make for an interesting combination.

For the past sixteen plus years, Scott has served the Healthcare marketplace cheerfully. My goal is to create raving fans, loyal customers and provide value beyond expectations.

Scott has grown exponentially in the organizations he’s been associated with, again only second to those who trust him in collaboration efforts.
Recently, the owner and operator of Healthcare360 Media host the top 15 medical podcasts, “Healthcare360 Podcast.”

Guest Information

Website: https://www.scotteburgess.com/

Facebook Page: https://www.facebook.com/theRealScottBurgess

Twitter: https://twitter.com/scotteburgess

Instagram: https://www.instagram.com/scotteburgess

LinkedIn: https://www.linkedin.com/in/scottedwardburgess/ 

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Chris Ippolito 1:49 

Hey, Scott. 

 

Scott Burgess 1:51 

Chris, good evening. 

 

Chris Ippolito 1:52 

How’s it going? 

 

Scott Burgess 1:53 

Well. 

 

Chris Ippolito 1:53 

Welcome to the “Get Coached Podcast.” I said it before we started recording, I am stoked for this episode. But before we get into it, I’d love if you could share with the audience your story and where can people find you. 

 

Scott Burgess 2:11 

First off, thank you, really appreciate it. When I looked you up and we were going back and forth, I was like, “This guy has got it going on.” Real clean, attention to detail. I appreciate that, I really do. There is a lot of folks who just go and wing it. That’s fine in its own way, but at the same time you want to go with someone who’s organized. I appreciate you, man, for doing that. 

 

Chris Ippolito 2:36 

Thank you. 

 

Scott Burgess 2:37 

Everyone can find me at “Healthcare360” podcast, that’s where I run my podcast. Right now on the back side, I’m not promoting it too much but since we’re here, by the time most people listen to this you can actually find me at scotteburgess.com. We’re building the personal brand website at the same time. Really excited for that one because we’re moving away from Wix. Which is great, all the Wix lovers out there. But I need something a little bit more robust, I need something a little bit more advanced. 

 

Chris Ippolito 3:08 

What are you going to? 

 

Scott Burgess 3:09 

We’re going to go to WordPress. 

 

Chris Ippolito 3:11 

WordPress? Yeah. There’s a reason why over half, if not 60%, of the Internet is built on WordPress. 

 

Scott Burgess 3:19 

Yeah. It’s a little bit more complex on the algorithm and the design of that. I’m going to get taught and coached on how to do that, someone is going to build it with me as we go through it. But not that I want control of it, because I’m not a control freak like that. I’m like, “Hey, here’s what I’m looking for, go.” But at the same time that’s what we’re looking to do and how we’re looking to do that, just because of merchandising and more advanced systems that need to be running on the backbone of the servers. 

 

Yeah. That’s where they can find me, for sure. 

 

Chris Ippolito 3:51 

Cool. How did you get there? Let’s hear the story. 

 

Scott Burgess 3:56 

All right. My day job, I want to categorize this the right way. I’m a hospital consultant in the day. Right now I’m actually transitioning out of the consulting world. I design and work alongside architects, engineers, planners, and physicians. I design and build operating rooms, intensive care units, emergency bays, any clinical or patient environment within a hospital or any kind of a medical facility. I’m the person that goes in there. 

 

Now I know you live up in Canada, I’m not bragging about the weather. 

 

Chris Ippolito 4:36 

Hey, it’s a nice day for us today. 

 

Scott Burgess 4:38 

It is? Well, what did you get, what was the weather? 

 

Chris Ippolito 4:40 

16 degrees Celsius. What is that for Fahrenheit? 80ish, I think. 

 

Scott Burgess 4:46 

Yeah. Oh, that’s beautiful. Oh, gosh, yeah. 

 

We’re starting to move away from that. The reason why is I’ve been doing this, all the numbers I’ve used in my own personal podcast, anywhere between 15 and 18 years. I don’t even know anymore, all I know is it’s a lot. But down here in South Florida I’m the go-to guy. Most people say, “Just call Scott, he’ll take care of it. He knows what we need, let him run the show.” Great, that’s all well and good. 

 

The problem with the industry is this, healthcare at large is a mess. It’s a shitshow a little bit, or a crapshoot. They have what they call these circles of five. Every time there’s a project, they’ll have five contractors, five architects, or five planners that they put in a cycle. For example, if you’re building an OR versus an ICU versus a trauma bay, you don’t have the same team every time. It causes for a lot of confusion, a lot of change orders, and a lot of mistakes. I keep just shaking my head, I’m like, “Get your act together, folks. Stop doing that stuff.” 

 

What an OAC meeting is, an owner-architect-contractor-based meeting. An OAC meeting, once a project kicks off, it’s just countless hours after hours. I love what I do. I tell everyone the same story, or the same line, “I help good people help sick people get better.” I tell my daughters that all the time when they ask me what I do. But I’ve identified some gaps, I’ve identified some areas of concern that can be really approved upon in healthcare. I’m starting the media company and I’m attacking that angle of it. 

 

Here’s how the whole podcast thing happened, this is it in a nutshell. I was with a friend of mine, we developed the technology where we’ve eradicated surgical site infection. We made that whole process that I just complained about down to a one-stop shop. I was like, “You know something? We need to go out and educate people.” “Well, what do we do?” I was like, “Let’s start a podcast.” I know almost every architect down here in this part of the state, the contractors, etc. They have unbelievable stories, it’s amazing what they can tell you. 

 

This is actually a really funny part of the story, this is really cool. I actually have this guy right here. I know that everyone can’t see us, but I have an Android phone right there which is my bread and butter. Then I got the iPhone. The problem with Android is that you don’t have iMessageiMessage is built on a server-based RCS technology. When you see the little dots bubbling, that means it’s running through just all servers, not just networks. If I was trying to get in touch with a physician, I had a better chance of seeing Christ on a cross live in person and having a conversation with him. It just would not happen with my Android phone, I had to switch. 

 

We started the podcast in July. We fast-forward now to November when we actually go in and we actually launched the first five episodes. About three weeks after that launch of the first five episodes my phone, my new iPhone, was going batshit crazy. It was, “Ping, ping, ping.” I’m like, “What the hell is wrong with this thing?” I didn’t pay attention to it and it just kept going. 

 

At the time, Chris, we’re like five or six weeks into this thing. We had just been notified that we were selected, nominated, and voted as one of the best medical podcasts that’s out there. A lot of people who know me, I pat myself really quickly on the back, and I just keep going forward. I’m like, “Great, that’s awesome. Wow, how the hell did that happen? What did we do to deserve that?” It was really cool, really loved it, it was a huge compliment. We just kept going with it and kept running with it. 

 

Actually, the other really cool thing was we’ve actually been called “the Joe Rogan for healthcare,” which was really cool. I actually took that a little bit more complimentary than I did when someone voted us a top 15 medical podcast, which was great. It was nice to hear and it was nice to see. 

 

When we started it and we launched it, that whole thing happened and went down, then we just kept going for it. By meaning “going for it,” making sure we’re delivering good content, great audio, and conversations that are so atypical but happen every day. I’m trying to think of a good example. Here’s one. You take erectile dysfunction, for example. A lot of guys or women are afraid to ask about that because they’re ashamed. We took that whole piece, we just put it out there, and said, “We’re going to talk about all the atypical stuff.” Because a lot of people are out there worried about their personal healthcare and they’re afraid to talk about it, they’re afraid to bring things up. We’re like, “Screw that, let’s bring it out into the forefront. Let’s actually shine a big, glowing light on it to make sure that we can get out there and get the information that people need.” That’s the impact that we’re having and that’s part of the reason why people are really gravitating towards the podcast, which is good. Or what I call “360,” for short. 

 

Chris Ippolito 10:40 

Yeah. That’s awesome. Is there really anything else out there that does what you guys do as far as the topics covered? Or is that maybe a big part of the reason why the success so quick out of the gates, is that there was this giant gap in the market for what people were looking for, then you guys just happened to fall right into that gap? 

 

Scott Burgess 11:13 

When we first started the podcast, I looked into how to podcast. Of course you look at the Pat Flynns of the world, “Solopreneur,” and all those guys that were on there. I just sat there and watched, I just watched countless YouTube videos, took notes, just took tips and recommendations, just to muster the confidence to go out there and do that. Because, like most people, when you start a podcast, you’re like, “What am I really going to talk about?” 

 

I heard the most brilliant phrase and statement, is you have 20 years, 30 years, 5 years even, it doesn’t really matter what the years, but you have all that experience. If you think about the seconds, minutes, and hours of your life that you put towards something that you’re passionate about and now you’re trying to tell me that you have nothing to say or you don’t know what you’re going to say, far from it. I tell people that all the time when I ask them to come on the show or I’m like, “Hey, what would you consider about this discussion?” “What am I going to say?” I’m like, “Well, what about this perspective of it?” I give it to them and, “You know something? We’re on, let’s do it.” 

 

Giving them a shot or having a beer here and there is great. When you actually do go back to one of my podcasts and you’re listening to the one with Christine Gallo and Amanda Daulton. Amanda was actually Darren Daulton’s wife, he was the catcher for the Philadelphia Phillies. The relationship there was they both had husbands that died of terminal brain cancer. But we had a glass of wine each, we had a ball. We were laughing our asses off, it was amazing, it was such a good show. 

 

Chris Ippolito 12:53 

That’s awesome. That’s maybe why the connection to Joe Rogan. What does he usually drink, beer? I think he does Scotch, as well. 

 

Scott Burgess 13:02 

He does Scotch, yeah. He definitely does Scotch. That or blunts, we don’t do the blunts. 

 

Chris Ippolito 13:07 

That episode with Elon Musk was so good and the reaction to it was even better, I thought it was hilarious how people lost their mind over that. I actually saw the online reaction to it first, then went back and watched the video, just that one clip, I wanted to see what’s the big deal. The puff that he took was just so minimal. He puffed and blew it out right away, it was so funny. 

 

Scott Burgess 13:43 

I think he pulled a Bill Clinton. I think he just put it in his mouth, in his cavity of his open mouth, but didn’t inhale it, blew it out, and was like, “Oh yeah, this is great.” I’m fascinated by Elon Musk, the guy is a complete nutcase. I mean love the guy, but he is so far out there. I actually saw round 2.0 when he was on Rogan again last week. 

 

Chris Ippolito 14:06 

Oh, I’ll have to listen to that. 

 

Scott Burgess 14:07 

Yeah, it was good, man. But, I mean, when they talk about Neuralink and all that stuff, I’m telling you there is a plan for humans moving forward in the digital age. Within the first 10 minutes you will capture what the intent, not the plans because the plans are concrete, but what the intent is with deep neurostimulation in the brain. It’s fascinating, but at the same time it’s some scary shit, really scary shit. 

 

Chris Ippolito 14:39 

I’ve fallen off the podcast wagon a little bit in a sense because my audio consumption has been audiobooks as of late. Just I find it a little bit easier to listen to audiobooks while I’m feeding my son and doing all that kind of stuff. Because I have this massive list of books that I want to get through. Not always the best goal, to just get through them. But I definitely listen and try and consume as much as possible. But yeah. 

 

Okay, the podcast blows up quickly for you, which is amazing. 

 

Scott Burgess 15:21 

There were some strategies there, too. 

 

Chris Ippolito 15:23 

I was going to ask what were some of the strategies. One of the things you mentioned that I had heard before, actually the number was three when I did my research, but did you have those five episodes ready to go, already recorded? Did you release them all at once or did you still do a weekly schedule, like did you stagger them out? 

 

Scott Burgess 15:44 

Yeah, when we hit our first launch date, which I believe it was like November 4th or 5th of 2019, we released all five at once. I did follow a Rogan-esque type of a format on my release, it’s HC360 #001. We can go all the way up. When we start hitting the thousand marks and etc., etc., the numbers will be in line. When you do your website, you can easily put a slash tag at the end of that URL to get to where you need to get. Yeah, it was specific. 

 

Then one of the other strategies I did that was really, really good and it really helped a lot was I looked at the social platforms, who is big, who has a lot of engagement. Not of who has a lot of followers because followers doesn’t equal anything unless it has engagement. 

 

Chris Ippolito 16:42 

Very true. 

 

Scott Burgess 16:43 

“Who has the engagement?” I found people that I knew that had very high engagement where when they did their self-promo and their cross-promo of the whole thing, I knew it was going to get a lot of engagement and they’re going to go, “Ooh, let me go see what that person did over there.” 

 

Now I remember off the top of my head, now I’m guessing a little bit because I haven’t gone back in quite a bit, but we had a medical marketing, we had an architectural firm, we had a contractor, we had Amanda and Christine, we had general public, and we covered every sector of the release because we wanted to make it diverse. That’s the other thing that we were complimented on really well at the same time, was that we have a really good, diverse community and diverse topic point. It’s not just gloom and doom healthcare. 

 

Just this past week I just released Dr. Kenneth Bock. He’s the foremost leader in integrative and functional medicine globally. Actually part of that podcast, when I was asking him, I said, “How many people have you seen around the world, how many people around the world from different countries have come seen you?” He goes, three-second pause there, “I think everyone from every country has come to see me, Scott.” I was blown away. I’m like, “You’ve got to be kidding me, that’s amazing.” 

 

But he’s a bestselling author, he has another follow-up book, and he was talking about the four As, the new childhood epidemics, which are ADHD, asthma, allergies, and autism. He went through the full spectrum of what causes it, what doesn’t cause it, and how do you reverse it. I said that right, how do you reverse it. That’s the type of stuff. When I put out my post, I was like, “This is for all parents who have a child with,” boom, boom, boom. 

 

I want to say we’ve trended or gone viral for the last 10 weeks straight, which has been good. Because we just have topics that a lot of people just aren’t thinking about. I think about that a lot, I’m like, What do people want to hear? What problems are they faced with and what solutions do they need long-term?” 

 

When you translate that into what I do in my everyday job right now presently, I still have to get to the point of what my three-year plan is, but I go in there and I’m asked to solve problems and to give engagement on what are the trends, what’s moving forward, and the reasons why. That’s what I do for the most part. 

 

Chris Ippolito 19:35 

That makes sense. It sounds like you found people that, when they were going to cross-promote, had an already existing audience. Not just an audience, but an engaged audience. 

 

Scott Burgess 19:50 

An engaged audience, yeah. That was a big one. 

 

Chris Ippolito 19:55 

How did you know they were going to cross-promote? 

 

Scott Burgess 19:59 

I am not a shy guy at all. Actually, this is my calm time of my day, at nighttime, I’m pretty settled in. But this is what I call the war room. I believe everyone knows what a war room is. In here this is where I go batshit crazy. I’ll work, I’ll do my thing, and I can run 10 different things at once. I can legitimately run 10 things at once and do it well. 

 

When I get an interaction like that where my daughter just jumped back in, literally in my head I have to shut everything down for a moment, pause, state my point, wait, hold, then do it again. It’s taken a minute to learn all that because before I’m like, “No, get out.” You can’t do that because you don’t mean to do it that way. People aren’t up here in your head. Your head may be going in 10 different formats, but you have to be able to control that, gauge it, know how to turn it down, then turn it back up. Not turn it off, but know how to turn it down, then turn it back up. That’s why I think I can do fairly well and fairly good. 

 

One of the things, my daughter, she always does this, she always does, “Level it down, Dad,” my oldest girl. I tell her, I say, “You know something? Mentally I’m there, mentally I’m toning it down.” Because I’m built like a shit brickhouse. I’m 6’4″, I’m 220 pounds, and I don’t really have a lot of body fat on me. When people see me, I look intimidating. But the truth is I’m a really open, heart-sensitive type of a person where I’m very empathetic towards people, but my physique says otherwise. I’m like, “Eh.” I try to shy away from that. I do much better on camera sometimes than I do in live person, for sure. 

 

But I forget there, what the hell did you ask me? I want to make sure I answered it. 

 

Chris Ippolito 22:01 

I was asking how do you know that they were going to cross-promote for you? 

 

Scott Burgess 22:06 

Oh, yeah. I was saying being bold. I asked them, I said, “Are you okay with cross-promoting?” Again, when I did my research, I saw a lot of people. It’s different. I promise I won’t forget the point on this one, but they went back and they go, “Hey, you should make sure.” Because there are some states that the next of kin can actually request that their voice be removed from publication. 

 

Chris Ippolito 22:37 

What? 

 

Scott Burgess 22:38 

Oh, yeah. If you go to New York State, for example. Let’s say you lived in New York State and you and I did a podcast for my podcast “Healthcare360.” Something happened to you that caused you to pass away. God forbid, but let’s say something like that happened. Your wife says, “Scott, we really don’t want Chris’ voice on anymore, we want him to rest in peace. But thank you.” She has that right in the few states that have that. 

 

What I did was we put together a form saying, “Hey, we control the information and the content there.” I always tell everybody, this is what makes everyone feel real comfortable, I say, “You have the first right of refusal. If you say something you weren’t supposed to, if you say something that you think sounds foolish when you listen to the review, we’ll edit it out.” That’s only happened once in all my episodes, but we give everyone that assurance. Because we are going to be making this public and the last thing I want to do is embarrass anybody. They just gave us their time and their energy. It is reciprocated because we’re also talking about their business and different things that they want other people to know about themselves. It is a bidirectional agreement. But I do have them sign an agreement that says, “Look, we control that content. You’re going to sacrifice that content to us, but we do give you first right of refusal.” They’re okay with it. 

 

When they go back to this point again, which is probably the longest answer to a short question, on that form I go, “Do you agree to help and assist with cross-promotional social media?” They’re like, “Yeah,” they do that without a problem. Because you have to remember, too, just because someone has a large audience or an engaged audience, doesn’t mean they want to keep it there. They want to keep growing it, as well. It’s hard to create content all the time, good content. If they get some good content on themselves and they can use it to promote themself, they’re all day and twice on Sunday. 

 

Chris Ippolito 24:44 

Yeah. I’ve been struggling with that because, maybe it’s just the way I’m approaching it, I’ve not had a ton of success with having people cross-promote. A lot of it probably has to do with me just not being bold, in a sense, like you said, and just saying, “Hey, this is beneficial to both of us.” I feel like I’ve gotten a little bit better with it as of late with the recordings, but a lot of those episodes are not releasing until the last half of the year. Whatever. A lot of this journey for me for year one, because this is season one for me, was get started and learn as you go. I’ve learned a ton, I’ll tell you that. 

 

Scott Burgess 25:37 

Probably spent a lot of money, too, right? 

 

Chris Ippolito 25:39 

Not too bad, I’ve been really trying to do it as lean as possible. Which, honestly, that’s a big part of why I was so excited for this episode, is that you’ve started a podcast, you had great success out of the gates. Mine not so much, but we’ve also gone very different routes as far as the type of guests that we have and the audience. But in our last conversation it also sounded like, as far as the equipment, we’re on opposite sides, as well. I went very shoestring budget. Just even before we started recording here, you were sharing all the recent upgrades that you’ve done or are planning. I’d love to let’s bounce ideas off of this. 

 

Scott Burgess 26:31 

Yeah, man. Let’s do that. When we talk technology, I lighten up. 

 

Chris Ippolito 26:35 

Yeah, because I think my goal with this particular episode was anybody who’s been listening for as long as they have, because by this point it’s like episode 44, I think it is, maybe 45. But if they’ve been following the whole journey, they’ve seen a significant evolution and maybe they’re going like, “Hey, I think I want to start a podcast.” I want to help them navigate through that. I know there’s a lot of resources, John Lee Dumas, Pat Flynn, there’s a lot of people out there that teach, Zachary Babcock. There are so many people, but I want them to get a taste of it in this episode. 

 

Let’s start with microphones. What are you using for a microphone? 

 

Scott Burgess 27:25 

Pat Flynn is right. I’ll tell you my hack, I am a big hacker. I have figured out stuff and I’m like, “Interesting.” Pat Flynn was right, all you need to buy is a mid-grade microphone, through USB connected to your computer, and go. Then “use Audacity.” That’s great, he’s absolutely correct. But the problem is, I know you know this, is you fell in love with it really quick, you got really smart, knowledgeable, and it was just one of these things that it was like, “More.” 

 

For me podcasting is a little bit of a, I wouldn’t say a drug, but to give you the sense of it’s very addicting to me because I am a knowledge junkie. I love learning and I just love talking to people. Which is why I don’t believe podcasts that are 20 minutes or less, for the most part, I don’t think they’re as effective as they could be. Some are, but I don’t think they’re as effective as they could be. I love deep diving and getting into it. 

 

Because what I do when we sit down with people, I tell people this all the time, we had the CEO of one of the largest telemedicine companies on the globe, I said, “Look, we’re going to do this and this is how it’s going to go down.” They’re like, “Well, are we going to talk about the business?” I’m like, “Look, no one gives a shit about your business, they don’t.” This is, again, the number one telehealth. She’s like, “Excuse me?” I said, “I didn’t stutter, they want to know about you. My goal is to lower me, raise you up, make them fall in love. Then once they fall in love with you, we’re going to talk about your company and we’re going to give little traces in between.” She goes, “Oh my god, you’re so right.” I said, “Cool. Let’s do it, let’s go.” That’s how we went about it. 

 

The microphone part is I’m still using the mid grade. I’m about to upgrade, but the Audio-Technica 2100, which is the go-to for everybody. But here’s the hack. The Audio-Technica is a great sounding condenser microphone, it accepts sounds from the node or the sphere on top from all directions, you can’t control it. If I went across the room, you can still hear me, but it’s not going to be as clear and it’s going to sound a little muffled, but you can still hear the sound. But what I did was I went out and I bought, I’m looking at the name, a Yamaha MG mixer board. It is the jam. It makes this microphone sound like a $400-dollar microphone. I can control everything. I really can dial it in and I can dial my guest in. If my guest, for example, has a sore throat, they’re sick, they’re not feeling well, but they want to give 15, 20 minutes, I just tweak it up and it makes them sound normal. It’s amazing. 

 

I am not a fan of the recommendation of what they say, I’ll tell you what my go-to is and I’ll tell you the reason why, too, of the cheapo systems that are out there. The reason why is because most people who get into podcasting keep going with it. The problem why most podcasts don’t do well long term is they don’t know how to monetize them. Not that they don’t love podcasting. 

 

If you have a mid-grade computer, you have a mid-grade microphone, Audacity is great, but I can tell you right now I use Adobe Creative Cloud and we use Audition. All the programs I taught myself, taught everything myself. I just watched countless YouTube videos. Then if I needed something specific that I didn’t know how to figure out, I went, I watched a short clip on it, and that was it. But you need an i7 desktop or a laptop, minimum. A desktop, you can probably get one, when I say “cheaper,” somewhere between $600 to $800 because it’s a desktop. On a laptop range you’re probably looking somewhere between $1,500 to $2,200, just for the computing power to be able to hold that. Because you need an i7. I also use Creative Cloud from Adobe for Premiere Pro when I put my promo videos together. 

 

That’s the first thing. The microphone I don’t really care that much about. Now I am going to upgrade to an SH, a Shure, or a Røde microphone, which are the $400-dollar microphones, the dynamic ones. 

 

Chris Ippolito 32:08 

Yeah, that’s on the bucket list eventually. 

 

Scott Burgess 32:11 

That’s on the bucket list to get those. Well, you see what we did back here. Actually, let me go back to something in the beginning. This is a really good friend of mine, he was on the show, his name is Vinny Resnick. Brilliant guy. His story is flipping amazing, it is that good. But we sat down and I said, “Hey, man, I’m going to start this business, this is what we’ve done.” He goes, “Okay.” I said, “I’m also going to start a podcast. What are your recommendations?” I just sat down, just looked for some consult from some friends, and, “What would you do?” He goes, “Branding is everything.” He goes, “Get your logo, marry it, and move forward. But get your logo before you do anything. Because if you go out there, you brand yourself as one thing, and it’s a little chintzy.” He goes, “It’s that important.” I couldn’t agree more. 

 

I went out to 99designs.com. There’s FiverrsUpwork, and everything else. It’s the equivalent. I spent $300 on a logo. I am a competitor, I love to compete. Everything about me is competition. I go, “I’m not paying this master, grade five, five-star $800, bullshit. I’m paying $300 and you’re going to go compete for my business.” I had 14 people on there and I’m telling you the designs were amazing. I narrowed it down to three people. The reason why I narrowed it down to three people was because they were interacting with me, they were giving me dialog back and forth. They were saying, “Hey, what about this? What about that? Can I do some markups?” Then I narrowed it down to two, and I narrowed it down to the final guy. 

 

That’s where you can see “Healthcare360” behind me, he did an amazing job. I still use him today on everything that I do, he does all my graphic work. If, “Hey, I need this, I need that moved over there,” he does all of it. Because he does it in high resolution, 4K, but the branding of it is so critical. I go to a lot of LinkedIn local events down here in South Florida, obviously pre-COVID. Zoom calls don’t count for meeting when it’s stuff like that. But they come back and they’re like, “Oh my gosh, you’re ‘Healthcare360.'” I’m like, “Yeah,” and we’ll talk about it. Like, “Your logo is legit,” people love it, they really do love it. Then the black and the boldness of it, it just makes it stand out a little bit more, which is cool. 

 

That’s my microphone story for you. 

 

Chris Ippolito 35:03 

Microphone leads to logo. I love it, I love it. What other equipment are you running? For the audio-only people, Scott is in his studio right now. I can see, it looks like, two cameras, one that’s focused on you, one that looks like it’s focused on the guest, then there’s the camera that we’re using, which is the wide-angle camera. Do you want to maybe run through that equipment, too? 

 

Scott Burgess 35:29 

Yeah. I’m actually waiting for my third one, I just bought a third GoPro. Love GoPros. Everyone thinks that GoPros are just action cameras, but they have a beautifully well-written software algorithm for their linear mode, which takes away that fishbowl effect. We just watch some YouTube videos. I do watch a lot of YouTube videos because I have four daughters and they watch YouTube all the time, I’m like, “Hey, put that one on over there.” But you can get a small camera in a tight space and get really amazing quality out of it. 

 

What I do, the cameras you’re looking at, one camera is on me, one camera is on my guest, then I’ll have a third camera that’s going to come up and it’s going to do the full view. What you do is you get a triple-bifurcated cord that has an XLR to a 3.5 millimeter, then you get the extensions and you plug them into all the input jacks for the cameras. Then it goes right in and coordinates with the microphone for the audio feed at the same time. Your video and your audio are all in sync. When you go back to editing, you’re not trying to timeline-skip all your footage, your content, whether it be audio or just your video section of it. 

 

That’s with the cameras. They can get pricey, not going to lie, I mean when you start buying all the accessories, the lighting, and everything else. The one that you see there with the white thing on top of it, that little light right there, that will glow me up big time. That thing is this big, it’s the size of a cube. It’s amazing. That costs $80, but it’s worth every penny of it. It’s worth every penny of it. I have another one coming for the other side. I don’t need a third one. Because if I wanted to do the lighting in the room, for this right now I didn’t have to do too much, but I would actually take down that light. Because I’m going to redo my ceiling, as well. I’m going to put three LED banister lights so the whole room is illuminated so there’s zero shadows anywhere. Because the one thing with LED lighting is that you don’t really get a lot of that refraction type shadow. 

 

That’s the cameras. The camera there, I have one of those bendable joystick arms, I have the GoPro cameras, then I have adapters for the 3.5 millimeter jack. I leave the battery out, that’s a key point. Because those batteries, they charge if something is plugged into it. You leave the battery out, the cameras will run on their own, and they’ll run cooler, meaning you’ll have less errors with them. Because they do overheat sometimes. If you leave the battery out, which is a key point, and you have them plugged in, they’ll run off of AC power, not DC power. DC power is battery. Then whatever kind of audio you’re going to use inside of it. 

 

Chris Ippolito 38:49 

Yeah, I’m actually familiar with the GoPro. Because for the YouTube channel that I was a part of for quite some time, we used a GoPro for our overhead camera. Because we played board games, that’s what we did. But it was awesome because, like you said, it’s so small, it’s so compact, you don’t need to worry about batteries, you just run the actual power cord. But yeah, learned a lot from there as far as how to do the podcast on a shoestring budget because we did the YouTube channel on an extreme shoestring budget and we just added equipment as we started making money off of revenue. 

 

Scott Burgess 39:28 

The camera that we’re on right now, that’s a 4K camera, that’s a Logitech 4K camera. 

 

Chris Ippolito 39:33 

The one that you’re running right now? 

 

Scott Burgess 39:35 

The one I’m running right now, yeah. 

 

Chris Ippolito 39:36 

Nice. I use the Logitech 1080p HD, it’s like the most popular one right now. 

 

Scott Burgess 39:45 

It’s like CP10 or something like that, right? 

 

Chris Ippolito 39:48 

920, I think it is. 

 

Scott Burgess 39:49 

920, yeah. I had that one before, yeah. 

 

Chris Ippolito 39:51 

It’s sold out everywhere, basically, currently, during the COVID thing. Are you doing soundproofing? I see black on the wall, but I’m not sure. Is that a certain kind of material to help soundproof the room? 

 

Scott Burgess 40:06 

Yeah. What I did, again, watched another YouTube video. Because I don’t like paying other people a lot of money. I don’t mind spending money, but I don’t like when I can do it myself. Because I’m a hands-on type of person and that’s just how I do things. 

 

What I did was I built frames and I got the canvas. Now the canvas, you can see it, but it’s porous, it allows sound to go through it. That’s really important. If you have canvas that doesn’t allow sound to go through it, it’s almost the same as Sheetrock. That’s a really important piece. Make sure that when you go to your print design shops, you ask for a porous canvas that sound can penetrate through. 

 

Then what’s behind there? Home insulation. See this guy right here? The wood, the home insulation, and the time I built it, I don’t know, maybe cost me like $4 or $5. That’s it. The canvas for each one cost me $50, for the branding. Again, it’s all about the branding. Then the LED lights I put back there, these four cost $25. They’re all daisy chained. Because what you can’t see there is there’s a little bit of a cable here that connects them. 

 

Chris Ippolito 41:27 

Oh, I see it now since you pointed it out, yeah. 

 

Scott Burgess 41:31 

That will be gone in, I don’t know, a day or two. I’m actually going to poke two holes in there, then run it behind the wall so you can’t see it, just because I’m an OCD freak like that. But that’s how this all works. I wanted to make sure that when someone sees it from your angle, they’re like, “Dude, that’s legit. That really looks that good.” Because you only really have so many opportunities to impress people. 

 

That window that you see right there, we just finished painting that wall black. It is a soundproof black paint, as well, or as much as it can be. But we’re going to get sound-absorbing black curtains at the same time. The reason why I did all black in the room is I want all the focus and attention on my guest. It’s now about me. 

 

Chris Ippolito 42:17 

Not purple curtains? What are you talking about? 

 

Scott Burgess 42:23 

Yeah. But that’s how we did the soundproofing. Then everything else that you see, over here I’m a huge Marvel fan, Transformations there, over here I’m a big Star Wars fan, as well. But everything has sound paneling, sound-absorption materials behind it, everything. Then the ceiling, which you can’t see, I have those little squares. I stuck those up, did that whole thing, and got that all done, as well. They’re going to come down soon because I’m going to redo the ceiling and do different lighting setups, etc. But yeah, that’s how we do the whole thing. 

 

The whole room, if you do the clap test, there’s next to no echo or reverb from that. If I open up my door, it goes right down the hallway. 

 

Chris Ippolito 43:15 

That’s awesome. I mean I’d love to have that. I’ve got a condo, I don’t really have that setup, but one day I will have my dedicated room. 

 

Scott Burgess 43:22 

No, for sure. Because it takes time. I’m fortunate enough to have what I had for an office. Which is not an office anymore, this is really a studio at this point. Because if you actually saw inside this closet that’s over here, it’s cameras, adapters, and everything that I would need. I mean I put a lot of money into this because I was looking for it. But here’s what I would like to encourage everyone with. I’ll give you all the names so you can put these links in your podcast notes for everybody. If you want to do podcasting, you don’t need anything I just talked about. Pat Flynn and those guys were wrong, they were all wrong. 

 

The only thing that you really would need, if you were to do it yourself. Now there’s two roads there, you can outsource it or you can do it yourself. Some people say, “Oh, I’m going to outsource it because I don’t have to buy a $2,000-dollar computer.” I get it. But over time, if you’re paying someone $50 to $75, or however they’re charging, on Fiverr or Upwork to do your editing, that’s an add-up over time if you keep going through for the sound quality that you’re asking for. 

 

Ulanzi is amazing, Ulanzi has a lot of great adapters. I have an iPhone 11 and I purposely waited for all these different things to come out. I bought an iPhone 11. Not an 11 Pro, just an iPhone 11. The camera and the audio that goes into there is amazing. Then I bought an Ulanzi tripod adapter, it’s a metal shell with a cold shoe holder, everything that you need. I actually may even take a pause so I can show you what it looks like because I actually just leave it in my truck. The reason why I went for this type of solution was because if I’m in a hospital, I have to sit down with a physician or some kind of administrator, and we’re going to do a quick recording, I want this Johnny-on-the-spot. I can actually get my phone in there, turn this thing on, and be ready to record, no kidding, Chris, in less than a minute. It’s that fast. 

 

I have this Ulanzi adapter, it’s on a little tripod that’s extendable. I have a Røde adapter that plugs into the Lightning port. If there’s anyone from Apple, who works at Apple, tell Tim Cook to go with USB-C, please. My god, Lightning. What are we, in the 1980s? You get the Røde adapter with the Lightning port, you connect it in there. Then it’s really important for iPhone users to have a TRS to a TRRS adapter. That’s two black rings around the 3.5 millimeter connector going to a three-ring 3.5 millimeter adapter. 

 

Hold on, I’m going to show you here real quick. This little guy. I’ll put it in front of my sweatshirt. Look how small that thing is. 

 

Chris Ippolito 46:37 

Yeah, it’s tiny. 

 

Scott Burgess 46:38 

This is the Røde Wireless Go. It’s amazing. The sound that comes out of this thing, it’s pristine. I’ve recorded myself in some of my own promo videos that I put out without the pop filter, the wind pop filter that they give you, and you can barely hear any sound that’s not coming from myself. 

 

Chris Ippolito 47:05 

That’s called the Røde Wireless Go? 

 

Scott Burgess 47:08 

Wireless Go, yeah. They’re pricey, they are pricey. They are about $100 a pop for one set. You’re going to put out some money for that. But here’s my point of why I was saying Pat Flynn and those guys are wrong. Now depending on when and how old those videos are, you have an iPhone 11 and the tripod that I use is a little guy, but it extends up to, I think, like 30-some-odd inches. That costs $40. The Ulanzi adapter costs $18. Your phone is your phone. Then the adapter is $40, the Røde adapter. Then the two cables are $20 each. Then the most expensive thing is the microphone, it’s always the microphone. 

 

If you go back to the original question as what kind of microphone am I using, I spent mid-grade money on a microphone, but I spent all my money on a mixer board because that’s what really controls the sound. The sound that comes in and out of these guys is just amazing. The whole setup, all in, external to your phone, I’d say you’re probably into it like $350, easy. You can have an interview style podcast or you can just record yourself. If you do that, based on what kind of format you’re going to have, because everyone says there’s four formats you’re going to go for in podcasting. Mine is just interview, interview, interview. I don’t ever just record myself because it’s just not my style or how I want to do things. But when you put all that together in that little compact package, it’s unbeatable. Because then you can just outsource it. Again, how much are you going to pay for someone just to do the editing? Then if you use Anchor, now I know between Anchor, Libsyn, or Buzzsprout, you can literally get away just with the upfront cost of $350, start podcasting, and never pay another cent again. Because if you don’t edit, you know? 

 

Chris Ippolito 49:17 

Yeah, I agree. It does not take much to get into podcasting. This microphone, this arm, the camera. A lot of this stuff I built over time, but the final purchases which I made, which were this microphone and the arm, $120 total. Yeah. I mean most people have a web camera already. If you don’t, same thing, this one in particular, I think, is like $100. That’s it. I mean, again, most people have a computer. Anchor.fm, great for hosting, it’s free. There are some people that aren’t a big fan of it because of their terms and conditions. 

 

Scott Burgess 50:03 

I called those guys, I physically called them. I was with Libsyn when I first started out and I switched over the Anchor. 

 

Chris Ippolito 50:11 

Oh, you’re on Anchor now? 

 

Scott Burgess 50:13 

Yeah. Because I didn’t find that Libsyn was doing anything for the money I was spending with them. When I called Anchor and I’m like, “Dude, who owns my content, me or you?” They go, “You do.” I said, “Okay, is it in writing?” “Yeah.” “Okay, show it to me.” They sent it over, I sent it to my attorney, and they’re like, “Yeah, you own everything.” “And it’s free? Okay, great.” 

 

Where I think they start, I don’t want to say “getting everyone,” I don’t think that’s really fair to say because, look, I mean they are hosting it for free, but is the monetization model and how you monetize through them. Someone said, this is something that I was chuckling at, “You have to have like a couple thousand downloads just to buy a glass of beer.” I’m like, “Well, that’s if you do it through them.” If you do it through yourself, then you don’t need to worry about that. 

 

Chris Ippolito 51:15 

It sounds like it’s no different than YouTube. YouTube varies depending the type of content you have, but you can earn anywhere from, I think a good average that I would say is about, $5 to $6 for every thousand views you get. You’re not making bank off a small audience. Whereas if you know how to monetize a podcast properly, you could legitimately create a viable business with a relatively small audience, which is really cool. 

 

But I want to ask a question to wrap things up, because we’ve definitely covered a lot of different aspects of the podcast. But what would be your number one advice for the audience to help them level up wherever they need it most? But, really, this particular case, if they’re considering starting a podcast, what’s that one thing you would suggest they focus on to get them started? 

 

Scott Burgess 52:25 

That’s a little bit of a loaded question. It really comes back to Nike, “Just do it.” Just jump into it and go. Don’t worry about what you sound like, don’t worry about all the “I need this, I need that.” I fell into that trap. Not just with podcasting, but earlier in my life. I like refinement, I like things to be a certain way. But if you have the vision in your head, it really comes back down to everything upstairs, of how your future self, what it looks like with you doing this. If you’ve got a sound position for yourself and what that looks like, just go out there and do it, don’t be afraid. Don’t worry so much about what you sound like or “what am I going to say.” 

 

The other thing I would say about that is do your homework. Seriously. If you’re going to sit down with someone and have a conversation with them, find out who they are, what’s their interest, what makes them unique, what drives them, what makes them passionate. Someone can be a lawyer, then they can seriously be picking up our trash the next week. Something can happen, no one really knows. But it’s the story in between when they’re an attorney versus in that hardship they went through that makes them really interesting. 

 

This past week I probably averaged anywhere between four to five calls after hours for “360” on, “Hey, let’s have a 15-minute conversation or a 20-minute conversation,” like you and I did. We’re just going back and forth, it’s like, “Well, tell me about yourself. What’s funny? What’s unique? Why would someone say, ‘I have to talk to this person?‘” I’m really about making people feel uncomfortable. Because as soon as you do and they tell you that, then you know they’re allowing themselves to be vulnerable, open, honest, and true. I’m like, “How fast can we get you on?” They’re like, “Seriously?” I’m like, “Yeah.” I’m like, “You’re like an open book, let’s go. We’re going to have a lot of fun with this one.” We just go for it. 

 

I would say those two things are the most important to me. Because I know sometimes, I’ve heard this and I’ve felt this, I didn’t do this but I felt this, it’s like, “Oh, we need more guests, we need more guests, we need more guests just to keep the podcast going.” That’s the wrong way of doing it, man. I’d rather skip a week than have a bad guest. Because if someone is on your show and now someone is like, “That sucked,” that’s a bad review, that’s a bad brand. No go. You put way too much resources, including your time, to dive this thing. Just get out there, do it, do your homework on the people you want to bring on, and that’s gold all day. 

 

Chris Ippolito 55:19 

Yeah, that’s solid advice. I can’t agree more with just get started. That’s basically what I did. Not that I had no idea what I’m going to do, but it was just like I can’t not do this, think, think, think, strategize, and strategize. It’s just have a bit of a plan, then go and figure it out as you go. To be honest, the first podcast you do and you run through, maybe it’s not the one that sticks. But that doesn’t mean you can’t put that aside, then start another one with all the lessons you learned from the previous one. It’s like a business. Just because you start a business, you’re not stuck with it. If it doesn’t work, it doesn’t work, you move on. 

 

Scott Burgess 56:03 

Right. I do actually follow one of Pat Flynn’s recommendations, I do leave my earlier ones up there under the original edit so I can go back and listen to how “foolish” you sound your first one. But I actually had a friend, a really close friend I graduated college with, he reached out to me the other day on LinkedIn, he has a PhD in physical therapy. Every time I think of him, I just smile. He’s just such a good guy. He goes, “I’m only four away from being all caught up.” He goes, “Man, you’ve really gotten good at this.” I was like, “Well, thanks, I really appreciate that.” He’s not blowing smoke. He’s really being genuine and authentic. I was like, “I really do appreciate that feedback, that’s really, really cool.” 

 

The other thing I would stress a lot is this. This is just my personal, I can turn it on and off. Because if I’m outside and someone hits you with a question, most people go, “Uh.” The “oohs,” “ahs,” and “ums,” there is power in the pause. Slow down, think about the question. You’re still going to have them here and there, that’s okay because that’s normal English, American-based language. That’s not a big thing. But if someone is, “Um, well, um,” it’s really annoying on the other side when you’re trying to listen to that because those are filler “confusing-based” words. The brain is trying to learn and the waveform in the brain is much different when you’re listening to “oohs” and “ahs” versus genuine and flowing information. Learn how to control your pause. 

 

Chris Ippolito 57:52 

That is definitely one I’m continuously working on. 

 

Scott Burgess 57:56 

Yeah. Me too. I mean, no lie, me too. But I actively think, especially when I’m on something like this or my own podcast, I go, “Mmm, okay, mmm.” I just hold that all inside and I give it a pause instead. I’m telling you on the other end of it I’m like, “Wow.” There is such power in that pause, it’s amazing. 

 

Chris Ippolito 58:21 

Yeah, absolutely. Well, I know we could talk for much, much longer, but I’ve got to put a bow on this one. Again, can you share where people can find you, Scott, in case they didn’t catch it at the beginning there? 

 

Scott Burgess 58:36 

Sure. Look for healthcare360podcast.com, that site has been up. We are updating in a week or two roughly to start moving towards WordPress. My personal brand, which eventually will take over healthcare360podcast.com, is going to be scotteburgess.com. 

 

Chris Ippolito 58:55 

Awesome. Well, thanks a lot for being a guest, it was a lot of fun. I definitely took a couple lessons out of there to incorporate with my podcast. 

 

Scott Burgess 59:07 

Oh, one last note. This is something I got from Mike with “Solopreneur,” really believe in this. 85% of the people who listen to your podcast are not going to finish it, more than likely, the first go-around. Now I know for me personally that’s definitely true because my podcasts go anywhere between an hour to an hour and 45 minutes each one. I mean we deep dive into some information, we talk about those people a lot. I have some shorter guys that are in there, like 35, 40 minutes, but those ones I’m not so worried about. But for the longer ones you definitely want to make sure that you introduce a little bit, because I usually will start introducing people like five minutes into it. I’m like, “Oh, hey, by the way, this is ‘Healthcare360,’ we’re on episode boom, this is who we’re sitting down with,” after you open up to a conversation. But make it known where you can find them in the beginning. Because if you wait just until the end and most people don’t get there, you want to be able to complement their time. As well as, of course, the podcast notes, but not everyone reads the podcast notes all the time. 

 

My wife does an amazing job with the editing, which is why I’m scaling, because I can do more because I’ve given that responsibility to her. We call her “The Magic Maker.” What she puts together on her Word document, almost everything that comes out of my mouth and my guest’s mouth, or my guests’ mouths at large, is on that piece of paper. She writes up the whole podcast note so every product that we talk about as far as what we use, just like this, it’s listed there and the link. All people have to do is just go to the notes, then they click on it. That’s a really cool piece. I’m very fortunate to have someone who’s that detailed on my side. 

 

Chris Ippolito 1:01:03 

That’s awesome. On that note, everything we’ve talked about will be in the show notes because I do the same thing. Because to me that is a quality podcast thing to do. But yeah, it was awesome. Thanks, Scott. It’s been a pleasure and I know we’ll definitely chat again soon. 

 

Scott Burgess 1:01:20 

For sure, Chris. Anything I can help you with or if anyone reaches back out about “what about, what about, what about,” let me know, more than happy to help. 

 

Chris Ippolito 1:01:29 

Will do. Take care. 

 

Scott Burgess 1:01:30 

See you, guys. Take care.