Chiropractor Marketing: Why I Would Never Only Rely On FB Ads To Grow My Practice

Are you running Facebook ads? If you are, you've got to read this. I've seen a ton of docs out there buying into the hype lately and trying to buy Facebook ads to scale their practice. But it's a really bad decision for them if that's all they're doing.

So today, I want to share with you the reality of how this is going to impact your practice, including strategies for growth and scalability.

If you've been on the fence lately about only running Facebook ads, read on because I'm going to give you a guide that's going to show you how to blow up your practice, increase your new patients, and reduce your new patient acquisition costs, all by working less.

Truth No. 1 - Understand What You’re Buying

Facebook is an incredible platform. So many people are on it, and here at The Data Driven Practice, we have an unbelievable amount of engagement through Facebook.

Now running Facebook ads is not a bad idea, but I want you to understand what you're getting and when to actually use it. So let's talk about what you want - you want a patient who comes into your practice already knowing you, liking you, and trusting you. Or you want a patient who wants the transformation that your practice delivers.

We want them to go through your consultation, identify what’s causing their issues, and then enthusiastically embrace your recommendations and join your programs. That's what we want.

But the reality is that's not what Facebook delivers. Facebook has a gap. We're trying to create exciting, attractive, scroll-stopping content that’ll make a person stop, realize that they're suffering with the very thing that you solve, they click through, and often, it auto-populates their information, and they hit submit.

But here’s the real deal - half the leads that you're getting aren't even qualified leads or people who consciously opted into your offer. So you end up with a bunch of leads that you bought from a marketing agency, and those leads have a very wide range of quality.

So when we take a patient from a simple offer on Facebook into an offer on your treatment plan, we have what we call a Facebook Gap. In the blink of an eye, we're going from interest to proposal. That would be like being on a date first date and popping the big question. We've got to build a system that nurtures those leads.

We've got to make sure you're not putting your most viable team member who should be focused on other crucial tasks in the practice, getting bogged down in a cycle of chasing leads with no response, one call after another. It’s unproductive, it's wasting time, and we have to fix this problem.

Truth No. 2 - Message

Your message is important. In fact, it’s one of the most important exercises that we do with our doctors. We help them extract the essence of what they want to convey. This is the core, the mindset, and the false beliefs we want to break down. The patients that we want to attract into our practice? They’re all tied to your message.

Your message matters. It’s the force that helps patients break down those false beliefs and have a completely different mindset about their health. What does it take to truly become healthy and well? And you've got those answers, doc.

That means your message needs to be heard, and we need to make sure that there's a message market fit. Oftentimes, when we just throw out a message on Facebook, we might make it catchy, and it might attract a bunch of leads. But does it truly match what you want to transform in your practice?

I want you to look at the last 25 new patients that you attracted into the practice. Do they live up to the quality of new patients that you want to attract? These are patients that you want to serve, spend time with, and ultimately transform their lives. Do they qualify and do they match?

And here’s another tip I want to give you: you should never pay somebody else to test your message. Recognize that when you're hiring an agency, they have to go into the market and test messaging to see what's converting. They change that messaging. They are using your dollars to test your messaging, and you might not even have full control over it.

I want you to take more ownership of that. I want you to test your message. You should never have to pay to test your messaging. In our challenge, “Turn Your Data Into Dollars”, we walk you through the process of learning how to test your messaging for free, how to use organic posting, and what we call organic viral messaging on Facebook that will allow you to see exactly what messaging is working and what's not.

Now before I go on to truth number three, if you're ready to become a data-driven doc and get my million-dollar organic framework for free, just type yes below this video, “Chiropractor Marketing: Why I Would Never Only Rely On FB Ads To Grow My Practice”, or DM me on Facebook at Doc Cory saying, “I want to grow my practice with 2-way texting”, and I will hook you up!

Truth No.3 - Message To Offer Is Everything

How you build your offer is the secret to ensuring that the offer does the heavy lifting for you, sparing your team from screening through all of these cold leads that might not convert. To do this, let's talk about the components of a bad offer.

When it comes to a bad offer, it’s as simple as looking at all the other offers out there. If you're offering the same thing everybody else is offering, it's probably going to be hard to stand out in your community.

Also, a free offer is a little tough because if you're giving away appointments in your practice without any sort of filtering or encouragement, you're going to have a pretty low show rate. Unless there's someone there to nurture and motivate those potential patients, you're going to have a lot of open spaces. And that open time translates to dollars wasted.

Too often, you're measuring what the production in dollars is and you're not calculating the cost of missed opportunities. Patients who don't show are missed opportunities, and that's one of the biggest levers that we see in a practice that's killing your collections in your production.

The components of a good offer are all about value. It's about giving them something valuable, maybe even throwing in a little extra as a sweetener, like a limited-time offer that's so appealing, it's like a magnet pulling in 50%, 60%, even 70% of those potential leads. That's the power of a well-crafted offer.

If they take that say $29 or $49 limited-time offer, we have skyrocketing conversion rates on those patients that actually show for those appointments because they're now invested. We've also seen that if they open their wallet on an offer, they're much more likely to open their wallet to a care plan in your practice.

That’s the type of structure in your offer you want to put into place. You want to offer something valued between $300 to $500 that they can now get for $29 to $49. However, it’s important to check with your state regulations and insurance guidelines that we aren't giving away anything we're not allowed to give away. We need to make sure our offers align perfectly with the rules and regulations in your state.

Now the next piece of that offer is that all roads lead to Rome. We have one offer and one message, and everything funnels through this one portal. So, whether that's your day zero chiropractic consultation and the opportunity for them to sample your transformation, it all leads to their full exam where they're now investing in your services. Because let’s face it, quality care deserves fair compensation.

So all roads lead to Rome. It allows us to easily build our conversion metrics and our dashboards so we can work on those processes and improve the offer, improve conversion rates, and improve nurturing. That is the secret to scaling your conversion and increasing your collections.

Now we have a whole challenge built around this very thing to help you build each component of this and it's called the Practice Profits Challenge, where you can sign up for our challenge and spend time with me, and I will help you build this process and implement it into your practice. Click here to join, and let's do this!