What attracts the wrong kind of patient in your Facebook Paid Ads?
Offering discount vouchers, cut-rate deals, and other sales gimmicks cheapen your practice and attract the wrong type of prospective new patient.
If your Facebook leads are low quality, hard to reach, hard to schedule, and/or end up being poorly motivated tire-kickers, then look no further than the offer you used to attract them in the first place.
There are two primary ways to appeal to new patients. Which one of these you choose can determine the success of your marketing campaign.
The first is the “Deep Discount” play. This is the Groupon and used car salesman-style promotion where you put out some cut-rate price, claim to have a limited number of “vouchers” or otherwise use high-pressure tactics.
Quality prospects see through this kind of junk marketing and dismiss you subconsciously.
A better approach is to appeal to prospective new patients on the basis of the alleviation of symptoms and regaining the quality of life they have lost.
This brings in the health-motivated person. When you have connected with someone on this deeper level you will get a lot more cooperation and action from them. They are much more likely to show, pay and stay for care. They are also your future referral sources.
All this does not mean you should not offer a deal or a special. However, for the health-motivated person, this simply gives them a reason to ACT NOW. You should never have to cheapen your service by over-discounting.
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.
