The Doctor Coach School™ Podcast

Want To Coach As A Doctor But Scared Of Social Media?

• Kimberly Reynolds

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In today’s episode, I’m talking to the doctors who know they want to coach, but feel completely stuck when it comes to showing up on social media.

If that’s you, you’re not alone. I get it. I was you.

Social media feels like a stage. A performance. It’s like, “What do I say? How do I look? Am I credentialed enough? Will they even take me seriously?” And listen, I don’t think anyone struggles with this quite like doctors do, especially women doctors, because we’ve spent our whole careers being told how we’re supposed to look, speak, and show up.

And now, as you step into coaching, the rules feel unclear, but the pressure still feels very real.

So in this episode, I want to help you reframe all of that. I want to show you how to stop performing and start connecting, how to be yourself on social media and make money doing what you love. I’m breaking down my exact four-step framework that I teach inside IPMD (Intellectual Property Mastery for Doctors), so you can:

  • Own your expertise without needing 10 extra certifications
  • Turn your story into a clear, proven process
  • Build an in-demand offer that sells itself
  • Activate demand without performing or going viral

This is exactly how I went from barely making money in year one, hustling as a “tugboat” coach, to creating five-figure months and signing high-ticket clients just by being me. No fluff. No gimmicks. No fancy branding. Just real results from real transformation.

If you’ve ever thought:
 “I want to coach… but I hate social media.”
 Or…
 “I don’t want to become someone else just to sell my offer.”
 Or…
 “I know I can help people, I just don’t know how to get them to see that.”

Then this episode is for you.

And if you’re ready to turn your IP into income using this exact framework, I want to personally invite you to join me inside IPMD. It’s my six-month program where I help women doctors become in-demand coaches and sign their first 5K–20K client, without losing themselves in the process.

Enroll by March 31st at 11:59PM to get access to our Demand Activation Intensive, a 1:1 coaching call with me, and a fireside chat with my highest-level clients.

Join IPMD Now And Claim Your Bonuses.

Have questions regarding IPMD, book a "Decision Call" here.

Let's Connect:

Hello. Hey. Hey, y'all. I hope you all are doing well. I am doing this because I wanna speak to those of you who want to coach, but you are scared of social media. Okay? And when I say scared of social media, what I really mean by that is social media feels like a stage, right? It feels like a stage. It feels like you're gonna have to really perform on there. And it feels overwhelming. What am I gonna say if I have to perform? What does that look like? I have to look, put together, people aren't gonna take me seriously. I have to, make myself look, credentialed or look like I actually know, you know what I'm talking about. And I think there is no other group. I don't think there's any other group that really experiences this in the way that physicians do. In the way that doctors do. And I think it's because we are so used to the public having a certain perception of us, right? That we feel like we need to maintain when we are on social media. So because we're doctors, because we went to med school and society has deemed that we have the upper echelon, profession. Then we think that we need to show up a certain way online, and we put off showing up online until we, we feel internally, like we're ready to do that. Or we like, that's where a lot of the like credential seeking comes from. I need a certain number of followers, to prove that I am, someone who knows what they're talking about, or I gotta go viral or I have to sit under this guru, or I need this certification. Like a lot of it is coming from our desire to look a certain way. And I get it. That's the thing. I get it. And I specifically wanna speak to those of you who you do want. To coach, right? And you're under earning. So either you haven't made any money in your business or you haven't yet made the money that you would want to make, right? So either you're like undercharging or you're like beta testing offers that sort of thing. And I just wanna say I completely get it because I'm you. So like the generic cookie cutter business coaching, like advice of be visible, show up, like that doesn't work for us. Like just telling doctors to be visible and show up doesn't work for us. Because in order to be visible and show up, we're, we are going to hear that. And we're gonna think, okay, perfection. I gotta make sure I have, all my i's dotted, all my t's crossed, my website's popping. Like that's our default. And again, that's coming from really, I call it trauma, like little t trauma. Like I don't wanna I don't wanna offend anyone. Little t trauma, but it is still trauma, right? I believe it's still trauma because medicine, the process of getting into medicine and then the process of being successful and staying in medicine is really predicated on following the rules. Making sure that you are jumping through the hoops that were placed in front of you. The MCAT hoop, the U-S-M-L-E hoops, the board certification hoop. There's always these hoops and there's always someone that you're trying to impress. There's always someone who. Has the power to let you in or keep you out. And I just wanna offer, like even when you're an attending, there is still always someone who is there to make sure that you are on top of your stuff, right? So there's always someone to impress. Whether it's press gainy like it's patience and like patient satisfaction or the administration, there's always someone to impress, always. And so we bring that mentality into our businesses and it makes us it slows us down. And it's not because you don't think you can help people, right? I've never really met a doctor who's I wanna be a coach, but I don't think there's anyone I can help. I just, I don't know. I just don't meet, and I meet a lot of, I meet a lot of doctors, a lot of women doctors, and I've just never heard that. What I hear is, I know I can help people. I don't think the people will believe that I can help them, so that's why I gotta do all of these things, right? I gotta like doubt on my eyes. Cross all my T's, all of that stuff. So I wanna give you a reframe today. I wanna give you a reframe. Because I think the thought, the not, I think the thought is like when we hear social media, because of what I just said, our brain E equates that to performance. It feels like you need to perform. It feels again, like social media is a stage and I'm gonna have to sing and dance and wear a fancy number. And like I've even had doctors say to me, I feel like I have to become a new person in order to like really actually for sure, for real, be successful on social media. And I used to think that way too. And I no longer do, I don't think, and I, I. I sell on social media. Clearly I'm here. I sell on social media. I teach my clients to sell on social media. And even my clients who are shy introverts like myself, y'all don't believe me when I say I'm a shy in introvert. I'm gonna still say it because it's true, but I know you don't believe me. But I have shy introverts on social media. I have an introvert. In one of my programs who made$65,000 in Q1 and Q1 doesn't end until tomorrow. So she might make some more, right? So like you don't have to be charismatic and out there and like super loud with your voice and you like need a new personality. Like you don't need all of that. You don't need to go viral. You don't need some other person to vouch for you. I have never, I want you to consider this. I have never, ever had an expert or a guru or a famous person put me on, shout me out like I've never had that. I will say I did. I have done some podcasts. I was able to be on a podcast. With Sarah Jakes Roberts because of my thought leadership and because of like my boldness of approaching her. But I have never ever had someone like put me on, I've never had someone say, Hey, you have access to my community. You can sell to them. Never, like I sell to cold people. I like, even when I was a procrastination coach. So I just wanna say, you don't have to like fundamentally change who you are. And I'm gonna talk about how, right? Because I don't wanna just say, oh, you don't have to change, but I don't teach you how. So I'm gonna talk about you. Like, how can you show up, be yourself. And still make money. That's really the question, right? That's the question at the heart of all of this. How do I show up? How can I still be myself and make money? Like I don't have to become a new person. I don't have to, morph into this like different human being. And so I'm gonna walk you through the four steps that I walk my clients through in order to show up online, but be yourself. And still make money, like sign high ticket clients, so that you can get them results, right? Because again, my job with my clients is to fast track their ability to sign clients, right? I for multiple reasons. But the number one reason is. If you wanna become a coach, the best way to become a coach is to actually coach humans, not to get a certification, not to sit under another guru and learn their process. The best way to become the best coach that you can be. And the reason why my clients in my school, in all of my programs, why their clients get incredible results is because they. Our coaches, like they're coaching actual humans and because coaching and marketing and sales are all about belief and movement, so it's all about helping someone to believe and move. And if you can master the process of helping someone believe and move when they are not your client. Once they're your client, it's gonna be, it's gonna be incredible. Like they're gonna be able to do it. And it's because that process of belief and movement started before they became your client. Okay? So again, the whole purpose of this particular live is to really talk to those of you who are scared of social media. So in order to still show up online and. Make money and be yourself. There's four things that you need to do, okay? When you do these four things, you don't have to be sleazy, you don't have to go viral. Like none of that is, none of that is required. Okay? So let's talk through them. So step one is to own your expertise. There's four steps. This is step one, owning your expertise. Is the first thing you have to do. So here's the thing, when you are unsure about what you're selling, when you are unsure that people will actually buy your offer, everything feels hard. And that's when you feel like you have to put on a dog and pony show online, right? Captions feel awkward. Your stories feel fake. This is when we get into the I need to make it pretty so that people will, jive with it. It's fundamentally coming from us, not like fully owning our expertise. And when I say owning our expertise, like knowing that people desire to pay you for the value of the transformation you can provide. Like knowing the value of it and knowing exactly what you bring to the table. So like when you own your expertise and when you know what you bring to the table, you can say less and it still lands. I'm gonna say that again. When you are fully owning your expertise and when you know what you bring to the table, I. You can say less and it will still land. And so you show up with belief not begging to two different things, right? And you stand as a lighthouse. You stand as a lighthouse shining a light for what's possible to your people on social media rather than being a tugboat. So I talk about this all the time. The difference between a lighthouse and a tugboat, both of them are designed to get boats to their destination, right? To help boats that are lost at sea and to guide them. Both of them are designed to do that. However, a lighthouse stands tall and shines the light. So the boats are like, okay, let me get into movement. Let me go where I'm going. That's what a lighthouse is gonna do. And it's firm and it's centered and it's grounded, right? So remember, you ain't gotta change who you are. You can be firm. Centered and grounded and tugboats are the complete opposite, right? So a tugboat, again, the purpose of it is the same, but a tugboat is in the water hustling. That's what a lot of doctors are doing on social media. Let's say social media is the water. We're tub boats in the water hustling. We are, we're just pulling, trying to pull the other boats along, right? So either, again we think social media is like a stage, and so we feel like we need to show up and dance and sing and do cutesy dances and all of the things, right? Or we feel like we have to over prove our worth and our value by providing free information, tips, and tricks as opposed to actually selling your offer. And that's only because we are in the water. Being a tugboat, we're expending a lot of energy. You get tired, this is when you're like throwing spaghetti at the wall and none of it's sticking, so you just keep boiling more spaghetti and throwing it. I'm not always the best with my metaphors, y'all. So just. Bear with me, but the lighthouse and tug tugboat metaphor. That, that's legit. Okay. So lighthouses, like when you own your expertise, you become a lighthouse necessarily. Like you become a lighthouse as opposed to being in a tugboat, hustling, spending a lot of energy. And the thing is like TBOs work, right? Like they work really hard and sometimes you can have some success, like you can actually. Pull a boat along, like you can like just shove, pull it hard enough till it, follows you. However, think about now you're in the coaching relationship, right? You are always gonna be pulling that boat because your content did not get that person into belief and movement ahead of time. Ahead of time, right? When you own your expertise, you don't have to show up online doing the song and the dance. Again, I'm gonna say this again, you can say less and it still lands. You show up with belief not begging, right? So you don't need to be convincing, you just need to be clear, right? So that's why that has to be that absolutely has to be the first step. Okay? And so again, if you're scared of social media, I need you. It's only because you're thinking about it the wrong way. You're thinking that you have to do all of these fancy things to convince people to work with you. And I just wanna say, you don't have to do all of that, right? Like you're going to share, you're going to show how you can help people, but you're gonna do it as a lighthouse, not as a tugboat. Okay? So that's the first thing. The second thing. So the second step. Of the four step process, and if you're curious, I'm actually just breaking down my I Pita Income Blueprint. This is what I teach my clients really in all my programs. This is how I made my first five figures in a month in my coaching business after not making any really any money in the first year because I was being a tugboat, I was being a typical doctor on Facebook, a typical doctor on Instagram, just doing everything, doing all of the things. Okay. So step two, right? So after you really own your expertise, you have to turn that expertise into a process, into a proven process. And this is where a lot of you guys are like looping. Like you, you don't think you have a process. And I've heard so many doctors say this to me, like Dr. Kim, I don't have a process. Like I, I don't have like worksheets or templates. Is that really about worksheets and templates? Those can come out of your process later. But if you have a story, you have a process. If you took yourself from point A to point B, you have a process. You just haven't documented the process. You haven't. Looked at your story and actually downloaded and documented the process. That's the only difference here. That's the only difference, right? So nobody, no one in the world wakes up in the morning and says, I'm going to create a proven process today. I'm gonna create intellectual property today. No. What did they do? They're living. Like every single coach with a process that works, every single one of them, every single one of them, they were just outliving their life. They were out in the world, living their life, trying to get a result, and then they did some stuff. Some stuff didn't work. Then they did some other stuff and it worked, and then they did some other stuff and it really worked, right? And they finally got the result, and then they looked back at what they had done and they said, oh, you know what? First I did this and then I did that, and then I tried that. That didn't work. Let me X that out. Every single process is someone looking back on what they've done. The steps that they took and then putting that into a framework, putting that into milestones. So when you look at it, you are looking at the final version thinking that like, oh my gosh, this package is so beautiful. It's so pretty. Yeah. It's only because that person decided that they were an expert and decided to package it. And you can do that too. I just refuse to believe that other human beings get to do this and doctors don't and women doctors don't. I refuse. To believe that, I refuse to believe that other humans with human brains are somehow better than us. No, it, I'm just, it is it's a no, it's a no for me. It's a no for me. And so if you don't understand, you have a process. If you don't understand fundamentally that you have a proven process, you'll either not get out there and sell.'cause you're like, what am I selling? I don't even know what I'm selling. I don't even know what am I gonna be walking people through? What would I, this is one, what would I be coaching on? I don't even know what I would be coaching on. So I shouldn't sell yet until I figure out what I would be coaching on. And that's when a lot of the like circling and. Certification seeking comes from, right? Because we, we are like, I don't even know, like how I would help that person, or like, how will they know that I can help them? The number one way your people will know that you can help them is by having a defined process. This is where you're gonna start when you work with me, this is where you're gonna start. These are the steps I'm gonna walk you through, and then this is where you'll end up an example. When my doctors come to me, they want to be a coach and they don't know how to actually package what's in their head into a coaching offer, and they're unsure about how to market and sell it, and some of them, they're unsure, so it's just been like in their heads, just like living rent free in their head or. Some of them have been, been trying, they've been trying to put themselves out there, they've been trying to sell, trying to, and for whatever reason isn't landing or people are like trying to pick their brain, also aside, if people are trying to pick your brain, I know for sure that you are not doing step two. I know for sure that you're not doing step two. I'll talk about that another, hopefully I remember.'cause sometimes I don't always remember. Things when I'm doing it live, but I'll come back to that. But if people are trying to pick your brain, you are likely not doing step two. And no wonder you're scared or hate social media, right? Because it's gonna feel exhausting if you're like, I don't even know really what I'd be walking these people through. So then you start doing all the other things to try to prove mainly to yourself. You are trying to prove mainly to yourself that you can help people like in a very specific way. And you're trying to prove to yourself that other people will get it. And when you do this step, like when you have a process, like when you're able to say, this is just an example, right?'cause this is my framework. When you're able to say, I have a process that's called. The IP to income framework that's going to help you download your story from your brain and turn it into a proven process. Turn that process into an offer that builds demand, and then go out and sign your first 5K to 20 K client. Like when you're able to say that it communicates so much, trust, so much certainty, that's the word. It communicates certainty to your potential. Clients. Right? And that's when people come to you, that's when they are like drawn to you. And honestly, what I love about these four steps, and I've never really said it like this before, but this really just hit me these four steps, like on their own work. Like just you showing up and owning your expertise. That in and of itself works, right? It works to build that that certainty with your potential client and just you like really understanding and knowing what your proven process is that comes from your story, and it's proven because it's coming from your story because you've done it right. That in and of itself works like all of these steps work by themselves, right? But when you combine them together, the results become like next level. They literally become next level. So you're no longer online sharing tips and like random thoughts and and y'all know I'm a Jesus girl. I love the Bible. I ha love the Bible. Got four sitting right there. Okay. And yet, and still so many of us are online sharing like random Bible verses that we put on a Canva graphic because we don't know what else to say. Online. And I, my brain at night just comes up with all kinds of things. My brain was like, listen, Jesus doesn't want you to do that. Jesus wants you to sell your offer, okay? Jesus wants you to make money. In your business so you can help establish the kingdom. So like random Bible verses, ain't it? Now of course, share, share the Bible. The Bible's incredible. It's amazing. We love it. But yeah, like Jesus wants you to make money. Okay, I don't even know where that came from. I'm gonna move on. Okay, I'm gonna move on. So that's step two. So turning your expertise into a process, step three. Now we turn that process. Into an in demand offer. And this is really the cheat code because when your offer is built right, and it infuses sales psychology into it, and it's built for demand, you don't need a million followers, you don't need to go viral, you don't need any of that stuff. You just need one person, the right person, your person, to see your offer. And their first thought is, that's exactly what I've been looking for. That's it. That's exactly what I've been looking for. Like that, I want that, I had a client say that to me. She's a new client. She just joined IPMD last week. And she said that to me. She was like, when I saw your offer, it was like, I knew that this is, this was my next step. That is the power of an in-demand offer. Having an offer built with demand built in, having an offer with demand built in. Is like having fire, like the offer is the, is just a fire in and of itself. And then learning how to sell and learning how to market really is just you pouring gasoline on that fire. But like an in demand offer communicates so much certainty to your person. Like they see it, they want it right. They see it, they want it. There's no convincing, there's no explaining, there's no it's just like I see it, I want it, that is what I want. And so that's step three. And so inside of IPMD, the way I teach my clients to do this is with the six demand triggers, which, because it's like almost 10 o'clock, I will not go through the demand triggers, but I did a live video slash podcast, I think it was on Friday about that. So you can definitely check that out. So that's step three and step four. So notice all of these steps are taking a lot of the like guesswork and frustration out of social media because the only reason we're on social media doing a dog and pony show is because we don't understand these steps. So when you have these steps and when you do them. Then social media doesn't feel like this like ambiguous world that like you can't really figure out. And then it's no longer about oh, I gotta find the right platform. It doesn't matter what platform you use, it really doesn't. I have clients on LinkedIn, I have clients on Facebook, Instagram TikTok, I don't know about X. Like most of us have Xed out our. Former Twitter accounts. So that's probably the only one that like, we're not using, right? I primarily work with black women and women of color, and we just, we not doing homeboy like that, so we're not using his platform. But other than that, you can actually be platform agnostic. I am platform agnostic. I don't care what platform you use as long as you understand and have an in demand offer. So step four. Is now. Now notice like the flow, right? So own your expertise, turn that expertise into a proven process, turn that process into an in-demand offer, and then step forward as you activate that demand. So everything builds, like everything builds on each other, right? And this is where the money happens. This is literally where the money resides. So you are showing up and you're share your sharing your offer, you're sharing your story. You are having conversations with people. You are refining. Basically, you're in movement, right? Because you can have an in-demand offer, but if no one sees it, then how will they know that it's an in-demand offer, right? So we have to put it out there. Now it's not performing right? Because you've owned your expertise, you have a proven process, and you have the offer itself communicates demand. So when your offer communicates demand, you don't have to really know how to sell that well yet. And now I teach sales. I love sales. I teach marketing. I love marketing. I teach those, like those concepts and those principles, particularly in my mastermind and in the doctor coach school. But in IPMD, I still have clients making money. How can that be true? Because once you, again, once you've owned your expertise, you've turned that expertise into a proven process, and then you are turned that process. Into an offer built for demand. Once you start activating that demand you can do one post and get sales calls. That happens all the time. One post have people reaching out to you and it all comes from just following these steps. So if you ha, if you hate social media, usually when doctors wanna be coaches say, I hate social media. It's really like they hate the association that their brain has made with social media. They hate who they think they'd have to be on social media. That's typically what we hate. It is typically not the actual platform itself. It's like all the other things that come with it, the performing and the like. Just all of that. It doesn't feel often. It doesn't feel authentic or we feel like we have to look like the famous Instagram influencer, and that's not true. Right? Social media is a tool. That you're going to use to connect with your person. Your social media is not your business. We aren't influencers. When we're coaches, we're not influencers, right? The social media is not the business. Your offer is the business. Your in demand offer is the business, right? So I just wanted to put that out there and just help you take a deep breath, right? Like you, and you don't even I'm just gonna throw this part in there. You don't even have to do it like me. Like in, I made 15 KII had a 15 K one-on-one coaching offer as a procrastination coach back in 2021 without any of the stuff that you guys might see on my social media page. Now, none of this. I had a Facebook group of 49 people. I started a Facebook group. I had 49 people in it. I did a live video, like I would do a live video once a week. And maybe a post. That's it. As a procrastination coach and I would sign clients basically every time I went live and before I be transitioned fully to business coaching. My highest offer was a 15 K one-on-one procrastination offer, and I sold that. And so again, I was me. I was me after rounds in my. White coat. Sometimes I would take it off. But it was me after rounds. Just me, like me. This was during Covid, so it was me and my, remember we would all wear surgical caps back then'cause we didn't want the coronavirus in our hair. It was me and my surgical cap after rounds with my stethoscope on, just have a water bottle and I'm doing a live video. It was just me, shy me. I know y'all don't believe me, but I am shy, introverted me, right? Like just me showing up, being like, I know I can help you. This is how, and I communicated that this is how through my offer. So if you are a woman doctor and you want to learn this process, if you want to. Become a coach and sign 5K to 20 K clients and it feels daunting and it feels overwhelming. It feels like you would have to work up to that, or it feels like you'd have to beta test your way up to that. Get a bunch of testimonial credentials, certifications. You ain't gotta do any of that. You gotta follow these four steps. This is exactly what I teach instead of IPMD. IPMD stands for Intellectual Property Mastery for doctors. It's where I help you go from IP to income using the four steps that I just outlined. So if you want to do this, I want you to book a decision called The Link is, should be in the chat somewhere. Okay? We have some incredible bonuses that are going on until tomorrow at 11:59 PM So a demand activation intensive. So I'm gonna teach you my process for activating demand live. We're gonna do it live virtually. Altogether, all of my clients are invited, including my upper level mastermind clients who I just met with last week. Like everyone will be there. Okay? And we are, I'm gonna teach you my process for how to activate demand. I'm also offering a one-on-one demand activation call with me. I don't do one-on-one, so this is an extra special bonus. I only limited it to the first 10 people and we're down to, I think, six or seven. Or so that are left. Okay, so you get that. And at the demand activation intensive, I'm also doing a fireside chat and ask me anything Fireside chat. They get really juicy. I don't record it. You can ask me literally anything, and it's just fun. It's just a way for us to connect also as women doctors, because we are out here in these streets. Selling our coaching and it, it's just nice to be in a room with others who are doing that as well. And I'm a woman doctor selling my coaching, right? So we get to be in the room and do that together. So if you wanna learn how to do this work like the actual real work that leads to clients, none of the fluff. I don't do fluff. I just, I can't, I don't do fluff. I also don't do aesthetically pleasing things like, so if you want the aesthetics of being online, IPMD is not for you. If you just wanna look cute online, but not actually make money, I can't help you with that. My clients make money. My clients make money online. They are and now my clients are cute too, right? But they're not exclusively just being cute, just for the sake of being cute. They're making money. Making money is really cute. It's really cute when you actually are making money in your business. So I wanna invite you to join us. Okay? All you have to go, all you have to do is go to the doctor coach school.com/ip-md or check it out in the description somewhere. If you're listening to the podcast, it's in the show notes as well. Book a decision call. All you have to do is book your call by tomorrow at 11:59 PM so when I say tomorrow, March 31st at 11:59 PM All you gotta do is book your call by that date. So once you book your call by that date. You can join us inside of IPMD. You'll get on a call with me. I will help you to determine whether or not IPMD is a good fit for you at this time, right? So I will just help you make that decision on the call, and it might be, it might not be. And I will also let you know if I don't think I can help you, I will not. Allow you to come into IPMD'cause I wanna make sure that I can also help you as well. So that's all I got, y'all. I am off to bed. I hope that this was helpful and I can't wait to see y'all inside of IPMD. All right, y'all. Bye.