Anything having to do with Facebook Advertising
It used to be quite the game to get as many “likes” as possible for your Facebook business page.
People put up posters in their practices and sent out emails.
But things have changed a lot since then. Having tons of “Likes” now can be a liability.
For example, Facebook will let your competitors target people, in part, because they “Like” your fan page. What?!? Yep. So what should you be doing instead?
How can you turn this liability into something positive?
Watch this video and find out.
There are a lot of options when it comes to running your ads on Facebook as to where to place them and Facebook doesn’t make it easy for you to understand what each of those options actually are.
Newsfeed, Sidebar, Audience Network, In-app placements, Facebook Stories, Instagram Stories, Instagram Feed, In-Stream, Reels Overlay, Search, Messenger, In-Article… the list goes on and on. There must be about 15 different placements where your ad can appear.
By default, Facebook enables them all for you automatically but the problem is when it comes to new patient marketing 90% of those placements will do nothing more than spend your money and get you low results. I know, because I’ve tested every single one of them!
In doing so, I found that only a couple of placements actually work for attracting new patients. The rest just leak money away from your budget into a black hole that apparently leads to Mark Zuckerberg’s back pocket. If you were selling a product rather than a service some of these other options might work better, but for new patient marketing, it’s down to two placements and only one placement if you aren’t re-marketing to people who already know you. The Facebook News Feed.
You have to take the point of view of the person viewing the ad. Facebook is a social media platform that people browse in their spare time. For example when they are on their lunch break, when they get home from work, or when they are lying in bed and can’t sleep. This is perfect for getting a new message across because their attention is on finding something to read that may interest them.
Ad placements such as the “In-App” or “Messenger” options are advertisements that show up when a person is playing a game like Angry Birds or when they are chatting with friends on Facebook. They have to stop what they are doing to view these types of ads and very few people click on a knee pain ad when there attention is elsewhere.
You want to show the ad where it is most likely to attract attention. Almost every other ad placement option is put in front of the person while they are engaged in an activity. The news feed is not.
There are many other factors that go into creating an ad that generates a consistent flow of qualified new patients, such as targeting, headlines, images and the of course your offer, but knowing where to place your ads for the best result is a first great step. To learn how to get the most out of your ads, I invite you to download and read my e-book Chiropractors: 16 Rules for Facebook Marketing Success.
One of the big rookie mistakes I made early on in Facebook marketing was trying to tell patients how awesome the doctor was, how cool the new laser was, or trying to convince them how we were different than everyone else.
Every time we talked about the new decompression machine, or the new Class IV laser the office used, people ignored my ads like they were written in a foreign language.
It took me time to figure out why this was but when I finally cracked it, it was not only enlightening but it opened the door to a whole new way of running ads. Ads that consistently drove in new patients mind you.
The key was using what was real to the patients in our ads. I found this out by talking to the patients in the office and discovered they were not impressed by the machine not one bit. They just wanted to know if we could help them with the pain. What was real to them was the pain.
So instead of writing ads about the modalities we offered, we wrote ads that used the words that they used. “Bone-on-Bone Knee Pain”, “Stiffness in the Knees”, “Unable to Play with My Grandkids”, and wouldn’t you know it people started responding to the ads in droves. We call it, “Painting the Pain.”
It’s all about how you communicate and how you can reach the person on the other end of the ad. If you’re going to connect with new patients, you have to speak their language. They only care about one thing, and if you speak to that one thing, you’ll have their attention.
I cover this in my e-book Chiropractors: 16 Rules for Facebook Marketing Success along with 15 other key points that have proven successful in attracting a consistent flow of qualified new patients. In it you can find the answers on how to adjust your ads to enable the best results for you and your practice.
It’s free and its my way of helping docs use Facebook to market their practices and help people find the care they need.
Contrary to popular belief doc, Facebook is not a social media platform.
It used to be, in its early days, when you created a post on Facebook, and maybe 800 people saw your post. It would push it out to the masses and anyone its algorithms thought would benefit from reading what you wrote. Now it’s completely different.
You’d be lucky to have 8 people see your posts and there is a fundamental reason why. Facebook is at its heart, a marketing platform. It uses its social media aspect of it to attract people together and collect data so that advertisers can specifically target those people for products and services.
It may have been a social media platform when it started but once they realized people would pay to communicate specifically to certain groups of people it shifted.
Well, first if you are using Facebook as a social media platform and hoping to get new patients you’re going about it all wrong. You have to look at Facebook as paid advertising platform if you really want to get in front of people and attract qualified new patients for care.
It takes time to learn the ins and outs of Facebook marketing for your practice. But that is why I took all the information I’ve learned to attract qualified new patients for my clients and wrote down all the key points you will need to run a successful Facebook new patient marketing campaign.
In my e-book, Chiropractors: 16 Rules for Facebook Marketing Success, you will learn the exact points that I have found that create successful new patient marketing campaigns on Facebook.
It’s free and its my way of helping docs learn how to use Facebook to market their practice.
If you are just starting out with Facebook and running ads, it can be confusing as to what to put on your page.
Luckily, today John Nesbit and Merle Stepler cover exactly what should be on your Business page (not your personal page) for your practice.
Today we are talking about No-shows and how to handle them.
We’ve all tried it, moving from one new patient marketing company to the next on the promise of some new way to get around Facebook’s algorithm when promoting certain types of ads. Whether it be stem cell and regenerative medicine, erectile dysfunction, or an amazing new supplement that can really help people lose that excess weight. Everything you’ve tried to promote on social media just doesn’t seem to work and ads are getting more expensive.
Flash forward a month later and you’re angry with your marketing company and already looking for a new one to do your advertising.
But what you are probably not aware of is how those “tricks” to get around Facebook’s algorithm can follow your practice’s page even to your new marketer and seep into your personal Facebook page driving your future marketing costs up!
In Today’s 5 Mins on the Factory Floor – John Nesbit and Merle Stepler go over the most common bad marketer “tricks” that can screw up your future marketing & how to maintain good standing with Facebook to ensure your ads are not flagged. Watch the video above and note down any points that may be out.
P.S. If you want to know the marketing methods million dollar practices use, watch my new webinar “How I Added $100K+ Per Month To A Practice’s Revenue Using Simple Social Media Ads” Click Here
Alright, so you bought a new laser or a new decompression machine for your practice that is going to revolutionize the way you see patients, speeding up their care and allowing you to help more people. You were told that the Decomp-O-Matic 5000 is far superior to the 4000 model and it’s true! This may very well be the greatest thing since sliced bread to you doc.
The company you bought it from even gives you a marketing packet for your new machine, pamphlets to hand out to your patients, ads you can run, coffee mugs with their logo on them, schematics, charts, case studies… You are ready to get new patients in!
But a month after running those ads and handing out those pamphlets, you have no new patients in the door that asked about it. Not one person has come to see the glorious new Decomp-O-Matic 5000. Why?
Your colleagues like it. The case studies are sound. You even treated Mrs. Smith, your most loyal patient on it and it helped her walk again.
Your problem is not that the treatment doesn’t work or that people don’t believe it. Your problem is that you’re not speaking in terms your new patients can understand in your marketing. You are suffering from techno-babble.
Techno-babble, is the explaining of something filled with unfamiliar terms and complex vocabulary, and it can confuse and alienate your potential new patients. All the technical terms, the charts, the graphs, the pamphlets, even the ads they give you to run all talk about the machine.
When all people are looking for is, “will it help my low back pain?”
We have isolated the exact reasons why so many doctors use this, why this is detrimental to your practice’s success, and what to do instead. In the video below, John Nesbit and Merle Stepler discuss the technobabble syndrome seen in marketing and more importantly what patients will respond to in your marketing.
P.S. If you want to know the marketing methods million dollar practices use, watch my new webinar “How I Added $100K+ Per Month To A Practice’s Revenue Using Simple Social Media Ads” Click Here
A common marketing tactic is to cover everything practice offers in one ad and get it in front of as many people as possible. It’s understandable to think that this would produce the best results, after all, a broad ad applies to anyone who sees it right?
In today’s video, I show you the difference between shotgun & laser marketing and which produces the most new patients when marketing on Facebook.
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.
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