Even if the patient is wrong, even if they’re not qualified to even know whether you’ve done a good job, even if they’re mad about something that you can’t control… you can’t defend yourself online.
If you do, you have to be very careful not to violate the Health Insurance Portability and Accountability Act, which protects patients’ privacy.
According a Washington Post article by Charles Ornstein, doctors are allowed to say vague things about their practice and they treat their patients in general, but they are not allowed to directly address the very problems that some patients bring up.
For example, one patient accused a California dentist of misdiagnosing her. His response? “I looked very closely at your radiographs and it was obvious that you have cavities and gum disease that your other dentist has overlooked. … You can live in a world of denial and simply believe what you want to hear from your other dentist or make an educated and informed decision.”
Although you may be tempted to respond to a patient when they make accusations, you could be reported to the Office for Civil Rights within the U.S. Department of Health and Human Services, which enforces HIPPA.
Let’s not beat around the bush here and just be direct... I’ll give you the results, and then I’ll explain how it works.
We ran this initial test for 30 days and got these results:
Seeing that the average lifetime customer value of a Chiropractic Patient is somewhere in the range of $1,400 - $2,000, using Facebook Ads is kind of a no brainer.
SO, WHY DO FACEBOOK ADS WORK?
To put it bluntly, you should be using Facebook ads because that is where your clients are spending the majority of their spare time. A successful business is one that is able to solve a problem for a specific group of people, and to do that you have to know where to find them.
I know it seems like Facebook ads are really expensive, and many people are hesitant to use them as a primary lead generation source. The reality is that if you are using Facebook ads correctly and targeting appropriately, then your ROI is HUGE when you consider the lifetime value of a customer.
The secret to instantly generating consistent chiropractic leads with Facebook ads is as simple as putting a great offer in front of an effective funnel, using a few unique targeting options. So let’s walk through what we did in this Case Study. It starts with a Great Offer...
A GREAT OFFER FOR CHIROPRACTIC LEAD GENERATION
The very first thing that will catch a prospective customer’s attention is a great offer. We generally like to use 1 of 2 offers with our Chiropractor Clients. These have been tested an enormous amount and these are the 2 that work best without having to give anything away for free.
Offer #1 : Is a $21 Voucher for X-rays, a Consultation and an Evaluation. If you refer your X-rays out then the following offer works great as well...
Offer #2 : Is a $21 Voucher for an Adjustment, a Consultation and an Evaluation.
In this Case Study we used Offer #1, but in many situations #2 worked just as well.
The next thing we did after determining the Offer, is created a simple Funnel...
To get those leads in your office you need to set up a funnel. It doesn’t have to be complicated or fancy to generate qualified leads. An effective funnel basically has four elements:
Each step of the funnel needs to flow seamlessly into the next and needs to be as easy as possible to navigate. Let’s walk through each step of the funnel used in this Case Study.
THE FACEBOOK AD
The ad is one of the most important elements of your funnel. It must clearly catch the attention of the people you are targeting as well as entice them to click the ad with a great offer.
The ad type we used in this Case Study is a “Traffic” ad that will “Send people to a destination on or off Facebook”.
The next thing we did was set up our targeting. If your targeting is off, it doesn't matter how great your offer is... it won't convert.
Now that we have chosen the ad objective and established the targeting, we then set up the ad to attract the people that we targeted above.
Keep in mind you are not trying to sell something to your audience in the ad. The objective is to get them to click your offer so that you can get them to sign up for your offer and be placed on your email list. Then, you can follow up with them to book appointments and offer other services.
In this case study, once somebody clicked on the Ad we sent them to the next part of the funnel which is the "landing page".
When they clicked "Give Me My Voucher" on the landing page, they were prompted to enter their Name, Email Address and Phone Number. (Please Note: In our testing, stock images do not convert that well. If you have a picture of yourself with family or staff; that will work much better for the landing page and the ad)
Once a Lead submits their Name, Email and Phone Number they are directed to the "Thank You Page". Which is the next part of the Funnel and they are also emailed a "Voucher".
This isn't something that you actually have to honor, meaning you don't need to make them show the voucher to get the offer, it's just something tangible that they are opting in for as well as another reminder to call and schedule an appointment.
And the final part of the Funnel is the Appointment Setting.
This part is Crucial.
Facebook Marketing is a form of Interruptive Marketing . Meaning the leads that are coming in aren't exactly searching for a Chiropractor like they would be if they were on Google.
This offer is being put in front of people that may have been wanting/needing to see a Chiropractor, but for whatever reason have put it off. We are giving them that extra nudge to take action now with this great offer.
With that said, the way this works best is if you or your office manager call each lead to set an appointment. Do not wait for them to call you because 95% will not. However, if you reach out to them about 20-25% will book an appointment.
So the question all of you are most likely asking is "How Much Did This All Cost"?
REVENUE: $46,200k in revenue from the ads
NET REVENUE: $42,800
This is very achievable for most chiropractic practices and wellness centers,
learn more about Inbound Marketing for medical practices here.
According to recent research, 47 percent of Internet users search online to find information about doctors and other health professionals. If you want to attract people in your local area to your medical practice, it is time to change the way you think about marketing.