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The Customer Factory

Category: Chiropractic

What’s Really Happening On Your New Patient Calls

The number one place that new patients are turned away is that your front desk via phone. So much depends on the quality of how that first call is handled that I can make or break your yearly growth.

Monitoring your front desk staff’s handling of new patient inquiry calls can be critical to your practice’s success.

Regularly reviewing recordings of these calls, when legal and with the proper permissions, can provide valuable insights into how well your staff implements their training and interacts with potential patients.

An anecdote involving a healthcare professional illustrates the importance of this approach:

The practice owner had recently hired an expensive ($17,000) consultant to train their front desk staff on the latest techniques and scripts.

The training seemed successful, as the staff performed well in role-playing scenarios, and the practice experienced a slight increase in new patient schedules and show-up rates.

The practice owner believed their staff was handling calls well, as they had observed them in person.

However, when they reviewed several random recorded calls the next week, they discovered that the staff’s performance was not always as good as it had appeared.

In one instance, a potential patient called to inquire about a weight loss program for herself and her husband.

The front desk staff put her on hold for three minutes(!), ultimately causing her to hang up and resulting in the loss of two new patients who were ready to start the program.

This example highlights the importance of regularly checking your staff’s performance when they are unaware they are being observed.

It’s a business reality. If you monitor it, you can manage it – and If you manage it, it will improve.

Of course, there are many more things to know in order to create a consistent flow of qualified new patients for your practice.

To save time, many practitioners choose to partner with my agency, The Customer Factory.

To find out if our marketing program is a good fit for your practice visit our website and book a 15-minute Discovery call. You could have new patients coming in as soon as this time next week.

Find out more at:

TheCustomerFactory.com

May 17, 2023
How To Get More Clicks On Your New Patient Ads

If no one’s clicking on your ads you have zero chance of getting them as a new patient and your time and money have been wasted.

[I’m going to assume you are targeting the right audience and that your campaign is not being penalized by Facebook as those can also lead to a low number of clicks and a high cost.]

In order for an ad to stop someone from scrolling it has to get their attention and then move them to take action (click).

1. Choose the right image.

The first thing people see is the image. The image needs to show someone who looks like the Target audience in terms of age and demographic. The ad should show them doing well, being active, and succeeding in life. Showing people who are having pain or difficulty also works however too much of that is against Facebook advertising rules.

2. Write a headline that grabs them.

Your headline should be short and get right to the point. The keywords should be near the beginning of the sentence as often on mobile devices you only see the first three or four words of the headline. So rather than write “We have a program that helps people with knee pain” you’d be better to put it the other way and say, “Get knee pain relief with our new program.”

3. Use their language, not yours.

Use the words and phrases they commonly use to describe their problems. Don’t use technical terms like “subluxations” in your ads. Instead, use more relatable terms like “back pain.”

4. Describe back to them the experiences they’re having.

Listen to how your patients describe their issues. If they frequently mention “throbbing, pulsing back pain” that feels like “squeezing and pinching,” incorporate those phrases into your ads.

Of course, there are many more things to know in order to create a consistent flow of qualified new patients for your practice.

To save time, many practitioners choose to partner with my agency, The Customer Factory.

To find out if our marketing program is a good fit for your practice visit our website and book a 15-minute Discovery call.

Find out more at:

TheCustomerFactory.com

May 17, 2023
How To Convert Up To 82% Of Your Marketing Leads Into New Patients

Recently a client disclosed that he was converting more than 82% of his new patient marketing leads into paying new patients.

Speaking to another practice owner with some more numbers I found they had similar approaches to how they convert leads into new patients.

Here’s what I found:

These practice owners approach every lead with the idea that someone has asked for help and will remain a prospect until they are under care. All leads are followed up with until the person either “cries, buys, or dies.”

They never allow any valid lead to be dropped from the list of prospective new patients and have people and systems that continue to follow up indefinitely.

Next, to make sure that no leads ever fall through the cracks they have sophisticated customer relationship management systems (CRM) where every lead is visible and trackable.

They track the percentage of prospective patient leads that are contacted, scheduled, and shown up on a daily basis. If the numbers start to dip they look to find out what has changed.

Finally, these practice owners incentivize their new patient schedulers to get new people into the office.

As a result their schedulers never complain that the leads are bad or give excuses. They are too busy scooping up bonuses for getting in highest-ever numbers of new patients in for care.

Of course, there are many more things to know in order to create a consistent flow of qualified new patients for your practice.

To save time, many practitioners choose to partner with my agency, The Customer Factory.

To find out if our marketing program is a good fit for your practice visit our website and book a 15-minute Discovery call. You could have new patients coming in as soon as this time next week.

Find out more at:

TheCustomerFactory.com

May 17, 2023
Attract Wealthy Patients With These Paid Advertising Tips

One key to profiting from paid new patient advertising is knowing how to reach and attract those wealthier prospective new patients who can most easily afford care.

Even though you serve all income brackets, having patients with more discretionary income can help support your practice so you can deliver better care to everyone.

Here are several tips that will help you reach and influence this special group of prospective new patients:

1. Use Facebook/Instagram income targeting.

Facebook has brought back the ability to target people by their general wealth level. While it’s not perfect, this is a very good place to start when running your paid ads.

2. Target those connected with luxury brands and upscale shopping.

For example, Whole Foods shoppers are people willing to drive past three less expensive grocery stores in order to pay more because it’s healthier. Macy’s shoppers generally have more discretionary income than Walmart shoppers. There are many examples.

3. Target hobbies that indicate discretionary income.

Golfing, boating, art collection, and travel are all interests and activities that you can use to target people on Facebook. They all indicate not only that a person has more income, but they’re also active and more likely to be motivated to regain their ability to participate in their hobby.

4. Offer a reasonable discount, but don’t look “cheap”.

Wealthier people love a deal too, but they also know that there is no free lunch. When putting together an offer for your ad make it just good enough that it works as an excuse for them to take action now but is not some bone-deep discount. They are used to purchasing quality.

Of course, there are many more things to know in order to create a consistent flow of qualified new patients for your practice.

To save time, many practitioners choose to partner with my agency, The Customer Factory.

To find out if our marketing program is a good fit for your practice visit our website and book a 15-minute Discovery call. You could have new patients coming in as soon as this time next week.

Find out more at:

TheCustomerFactory.com

May 17, 2023
How Mucha Should You Spend On New Patient Facebook Ads

You can easily overspend on Facebook ads if you’re not careful, but conversely, if you don’t run enough budget you never give their incredible system what it needs to make your ads work.

Here’s how you determine your ideal budget for new patient ads on Facebook.

The first thing to understand is the reason why Facebook is so good at generating new patients in the first place.

When you start an ad for new patients Facebook evaluates more than 450 variables and data points in order to match your ads up with their ideal potential prospect.

This is that famous algorithm you’ve heard of.

Some people have a timid approach to ad budgets, spending just $10-$25 a day. This cautious strategy can sabotage marketing campaigns since Facebook has to spread that meager budget across all these variables.

It’s like spreading one jar of peanut butter across an entire tennis court. The algorithm does its best with the given budget but may not generate the desired results due to limited opportunities.

Therefore, if your Facebook ads aren’t generating the desired results at a lower budget, consider RAISING the budget for a few days.

For example, one of our practice owner clients was running $30/day and it was costing them $116 per new patient inquiry, which was far too much.

By adjusting his budget upwards he began seeing better results. Now he is spending $250 daily and is getting 30 new patient inquiries per week at about $42 each in ad spend, roughly a third of the original cost.

To achieve better results, don’t be too timid with your ad budget. An under-spender’s approach is like going to a gold mine, taking a few shovels of dirt, and giving up when no gold is found immediately.

Of course, there are many more things to know in order to create a consistent flow of qualified new patients for your practice.

To save time, many practitioners choose to partner with my agency, The Customer Factory.

Find out more at:

TheCustomerFactory.com

May 17, 2023
The Tech Trap: How Too Much AI & Automation Sours New Patients

A new patient prospect’s first priority is to determine if they trust you enough to handle their health care issues. While AI and automation have their place, overuse of artificial communication can sour the new patient relationship before it begins.

Hundreds of new companies have popped up in the last year announcing AI and automation services that rejoice in claiming that you never again have to talk to a new patient before they walk in your door ready to pay.

While automation can be helpful, it can be overused and become a way to avoid personal contact.

Things that can be automated include automatic responses to requests, immediate delivery of requested materials, and reminders before appointments.

However, aspects that should not be automated are those requiring personal contact, such as phone calls and answering questions.

Humans do business with humans they trust. And trust is only established through personal interactions.

Just because an AI chatbot can answer someone’s factual questions does not mean it’s capable of building any level of trust.

In fact, not being able to reach a human easily or getting shoved off into automated systems can alienate the prospective new patient and cause them to go elsewhere.

Having a live person available to schedule appointments, answer initial questions, and build rapport with prospects is invaluable for starting the new patient relationship off right.

A warm, friendly voice on the phone of a real person is the first step in the prospective patient agreeing to accept a care plan.

The older the prospect the more true this is.

Practices that attempt to deflect human interaction into automated systems often fail to create a friendly and inviting experience.

Of course, there are many more things to know in order to create a consistent flow of qualified new patients for your practice.

To save time, many practitioners choose to partner with my agency, The Customer Factory.

To find out if our marketing program is a good fit for your practice visit our website and book a 15-minute Discovery call. You could have new patients coming in as soon as this time next week.

Find out more at:

TheCustomerFactory.com

May 17, 2023
How To Become The Local Health Authority

Practice owners believe that if more people simply understood who they were and what their practice could do for them that folks would flock in the door.
There’s a lot of truth to that, so how does one accomplish that?
The bottom line of all marketing is to attract the best attention.
Notable figures like Grant Cardone preach that to be successful, one must grab attention by being present in the market and highly visible.
For a practice owner, the key is to showcase your successes.
Your communication should be authentic and aim to help people. Even your advertising can educate and give hope.
Good attention comes from providing solutions and addressing problems for your audience.
There are multiple ways to attract attention, from content marketing and social media to traditional postcard campaigns. No matter the method, keep it interesting and useful to your audience. If you want to double the size of your practice, you’ll need to double the amount of good attention you’re currently getting.
It’s impossible to build a prosperous practice in obscurity.
One effective method is Facebook advertising, as it allows you to put a helpful, useful message in front of a large audience.
By running more ads, you can attract more attention and attract more people.
To achieve your goals and become a recognizable figure in your area, consistently attract good attention by providing solutions to problems.
Ensure you’re always connecting with your market and remaining visible. As you continue to do this, your practice will grow, and that means you’ll help more people and reach your financial goals.
Of course, there are many more things to know in order to create a consistent flow of qualified new patients for your practice.
If you want your community to know, like, and trust you, watch my new webinar “How I Added $100K+ Per Month To A Practice’s Revenue Using Simple Social Media Ads” Click Here

May 17, 2023
The Silent Killer Of Practice Growth: Your Sales Prevention Department

Do you have a lot of failed new patient marketing programs? Are you frustrated at the amount of effort it takes to get new patients in the door? If so, you may have a “Sales Prevention Department” secretly operating inside your practice.

If you are pushing hard to get more new patients and nothing seems to be working, perhaps someone is pushing back from within.

It’s tempting to hope that everyone on your team acts angelically with pure motives to help you and your practice succeed however experienced practice owners know that often when they find recurring failures of marketing there’s actually someone acting as a sales prevention department within the organization itself.

One common example is a front desk employee who prefers downtime to browse social media rather than work diligently. They might offer excuses for low performance, such as blaming bad weather or claiming that marketing leads are all bad.

Here are some common signs to look for:

1. Negativity. They continually complain about the quality of the new patients contacting the practice. Apparently, everybody is stupid, broke, or not really interested in care despite the fact they called in.

2. Constant failure. No matter what marketing program they work on it never seems to quite work and it’s always somebody else’s fault for the failure.

3. Fear-mongering. They are constantly giving you bad news and warnings about potential problems, real or imagined.

Some of these people will go to great lengths to convince you how indispensable they are as a way of protecting their position.

(By the way, if you thought of a particular person in your office while reading this article you may want to take a closer look at them.)

Of course, there are many more things to know in order to create a consistent flow of qualified new patients for your practice.

To save time, many practitioners choose to partner with my agency, The Customer Factory.

To find out if our marketing program is a good fit for your practice visit our website and book a 15-minute Discovery call. You could have new patients coming in as soon as this time next week.

Find out more at:

TheCustomerFactory.com

May 17, 2023
Did Running That Discount Offer Hurt Your Brand?

Running that super-discount limited-number voucher offer with the countdown clock didn’t just fail to bring in qualified new patients, it may also have damaged your brand (how people perceive your practice) by making you look like a smarmy used car salesman, desperate to make a deal.

A strong brand is one that is top of mind with the prospective audience, with a positive image and a clear understanding of its value to them.

Brand damage occurs when the perceived value and trustworthiness of a practice are negatively affected, often due to poor marketing strategies.

One example of brand damage is when a marketing company promotes a high-quality clinic as a cheap, discounted service, confusing potential patients and attracting the wrong type of person in the door.

This damages the clinic’s reputation in two ways.

First, while the campaign might bring in dozens of people, thousands and thousands more people saw the advertisement and created an opinion of the practice from it.

Next, those dozens and dozens of low-quality patients that came in were not a good fit and tended to not become success stories from care.

These people then go out into the community talking about how they tried that practice and “it didn’t work”.

Of course, it takes more than a typo or a few simple marketing mistakes to damage a brand.

To identify brand damage, monitor the quality of incoming calls and walk-ins. If you are attracting the wrong type of customer or receiving fewer referrals, your brand may be damaged.

Brand rehabilitation can be a slow process, often requiring two to three times the duration of the damaging marketing campaign. Some aspects of brand damage may never be fully repaired, but significant improvements can be made.

Of course, there are many more things to know in order to create a consistent flow of qualified new patients for your practice.

To save time, many practitioners choose to partner with my agency, The Customer Factory.

To find out if our marketing program is a good fit for your practice visit our website and book a 15-minute Discovery call.

Find out more at:

TheCustomerFactory.com

May 17, 2023
Don’t Let Your Equipment Gather Dust – Learn How To Make It Profitable

Too often practice owners buy new equipment, such as a decompression table or laser only to see it gathering dust months later. Take the following steps to ensure you maximize the use and profitability of your new service.

Adding new services can help you sell more to existing patients, attract new patients, and increase revenue. Here’s how to successfully add and market a new service to your practice.

Keep it real

I once saw a regenerative medical office bring in an expensive machine designed to melt fat. Purely an aesthetic treatment. While it was initially profitable less than a year later they were getting rid of it because those patients and that service just did not fit with the vibe of their practice.

Train your staff

You spent days or perhaps months researching the new service and know it inside and out. Don’t make the mistake of thinking your staff have a clue. They may be nodding their heads, but they don’t really get it until you train them – and then train them some more. Not only do they have to understand how to provide it, they also have to be able to explain (without you around) the benefits of the new service to patients and how it fits into the practice’s mission and purpose.

Introduce Existing Patients to the New Service

You have an existing database of patients that you can leverage to introduce the new service. Send emails, texts, and/or postal mail campaigns to your patient database highlighting the benefits of the new service.

Keep talking about it

Don’t stop marketing your new service after the first few announcements. It takes longer than you think for most patients to realize what you’re offering and to take action.

The general rule is that you have to tell somebody about a new product 20 or more times before you have fully cut through the noise.

Of course, there are many more things to know in order to create a consistent flow of qualified new patients for your practice.

To find out if our marketing program is a good fit for your practice visit our website and book a 15-minute Discovery call.

Find out more at:

TheCustomerFactory.com

May 17, 2023