Recounted from a Chiropractic Practice in Orlando, Florida how a practice generated $49,000 of new patient business in a 14-day period.
The doctor said, ‘Recently we began running Facebook ads using the technologies taught by AdLab, a national consortium of healthcare digital marketing specialists, and after a short time of managing and tuning the ads, they have turned out to be extraordinarily successful!’
According to AdLab, every practice should use a simple lead capture funnel to collect leads that can be followed up on by the practice to generate new business, whether that’s by phone, email, text, whatever; but by adding a few extra tricks to the strategy, you can have a real impact on your business.
‘We started by creating a simple funnel that would capture the clicks coming from the Facebook ad, and asked for a name, an email, and a phone number. The offer was for a $21 chiropractic evaluation, with exam, x-ray, the usual new-patient thing.’
‘What was different was our targeting. Facebook lets you beam ads to everyone on the planet, but what most people do not understand is that it’s a waste of money to show ads to people that are either too far or otherwise not inclined to come to your practice.’
‘Our targeting was simple: we targeted based on behaviors rather than interests, and ran two ad sets at males and females, 25-54, inside a range of 7 miles from our office, and excluded lower incomes, and people that were unemployed.’
This office let the ad run for several days before making any changes, and then started adding to the daily ad spend. This particular ad set ran for 14 days, and they killed the male ad set after one week when the data showed the females were the ones booking the appointments whether the patient were male or female.
Other offices have successfully targeted using interests, under the AdLab “JDO” philosophy. JDO stands for “Jaw Dropping Offer,” or a style of ad so attractive that the reader drops his jaw when it sees it and “just has to click on it.” This ad set targeted females interested in CrossFit and other related workout regimens, and offered a free 15-minute massage to new customers.
The doctor went on to say, ‘We designed the ads, the landing pages, and the thank you pages based of the highly tested AdLab rules to make sure they maintained congruency and not confuse the reader and cause them to click away.’
‘Something we tested, and it worked beautifully, was to include the name and a smiling picture of the staff member that was going to call them to “validate the offer/find a time” to get them into the office. I think this was important because from the perspective of an ad on the internet, it went a long way to “humanize” the ad. We had also tried self-scheduling before, and it was a disaster.’
‘If you know that "Brandy" is going to call and she does...it makes an impact. Her phone number was on the thank you page, not the office ... so it’s important to have a point person that will handle the leads ... and preferably their own phone.’ (Even if the office pays the bill)’
‘After opt-in “Brandy” and I received a text and the lead info was emailed and dropped into a Google app that we shared. The prospect also received an email immediately and a SMS text message from us within an hour. The goal was to reach the prospect within 10 minutes with a personalized hello from “Brandy,” from the same number listed on the thank you page.’
Something that this practice did that was outside the AdLab best practices that tested so well we’ve now added them in was to lead with a text message to the prospect “asking if it’s OK to call” and then calling from that number. They found that almost no one picked up the phone without that step. And since people are on the internet responding to ads all hours of the day, the practice texted and called up to 9 PM, after that they reached out the next day.
Another thing they did was to use a three or four question qualifying script to make sure the prospects met their criteria. When we inquired about their script, they said ‘really about anything that will draw them out and make sure they are a good fit for your offer.’
Some examples they gave included ‘do they live and work within 8 miles of the office?’ (they actually found “live” to be more relevant,) others were ‘do they have a job or do they have some identifiable problem and want to work on it?’
Once the prospect was qualified, then “Brandy” booked the appointment, and collected the fee via phone. The practice said, ‘No fee, no appointment.’
This process, when making sure the prospects were properly qualified, ran at about a 60-80% conversion rate for scheduled appointments. The secret, they said, ‘was super-fast response time, and follow up, follow up, follow up, sometimes up to 10 times to get them in the door (usually only 3 was required.)’
When we asked him to summarize his thoughts, he said, ‘most of our chiro plans run between $1900-$3000 so it’s important to know what you’re looking at and what you are willing to spend for a qualified lead. Our research has shown these leads cost about $100 after all things considered. But, on the other hand, once the ad was tuned we added about $49,000 in new business during the 14-day period we ran it.’
He went on to say, ‘it’s important to know your average spend per patient, and if you don’t know it, figure it out! Make sure they have realistic expectations as to what can be achieved using this technology. Our ads had a 4% CTR (click through ratio), had about a 40% opt-in (filled out the form,) and then “Brandy” closed about 60% of those.’
Using standard AdLab best practices, designing a reach of about 350 people a day seeing the ad times 4% then 14 people per day clicked on the ad. Of those 14, 40% filled out the form or just under 6 people entered the funnel. “Brandy” then did her part and closed 60% of those, or about 4 new patients every day. Spread that across a week and you’re seeing anywhere from 20-22 new patients per week, that you’ve never had before. Could your practice use that much new business?
In closing this doctor had this to say, ‘keep in mind this is all part of an overall digital marketing strategy, your website, your Google presence, everything has to be right. Then, once your leads are coming in, your internal processes better be ready to handle it.’
We asked him, ‘how would you do this in a larger office, with multiple clinicians, and various other therapies?’ He said, ‘I’d do the same thing, maybe increase the daily reach by increasing the budget until I found the fit that worked best for the office. The math, and the process, stays the same.’
Thank you, Doctor, for sharing your successes with HealthBeat Online and those of us in AdLab. We’ll certainly put this information to good use!