Maximize Chiro Marketing ROI Quickly And Easily (Set Your Practice Free)

New patients are the lifeblood of your practice. Control the flow of new patients, master your retention, and the sky's the limit!

But all the data around marketing can be absolutely daunting. So I'm going to break it down for you into the simple metrics that if you can master them, it will actually set your practice FREE.

Step 1: Know The Product Of Your Marketing

The first step in understanding your marketing data is knowing the product of your marketing. We define it by bringing in leads that begin to know you, like you, and trust you. These leads want your patient transformation.

We measure that by a KPI (Key Performance Indicator) that becomes the metric that measures the health of the entire system. And that metric is simply scheduling new patients. That's what the marketing system delivers to the practice. 

We pair that with a really important metric that we call an accelerator. An accelerator is one of those metrics that if we improve, we can accelerate the outcome of the schedule of new patients, and that's why we pair it with the new patient acquisition cost.

The new patient acquisition cost is how much it costs to acquire a new patient. That number is simply taken by the marketing dollars divided by the number of completed new patients in the practice to give us your average new patient acquisition cost.

Total Ad Spend (Including Labor)

÷

Completed New Patients

=

New Patient Acquisition Cost

These are the two numbers that if you can watch and track will give you a tremendous amount of control and ability to have a conversation with whoever is in charge of delivering your scheduled new patients.

That might be you, that might be a team member, that might be an agency that you're working with. The key is to establish that shared language and set clear expectations for what your marketing efforts should achieve. Once you've got that common goal in place, you're on the right track.

Now before I dive into more data around marketing, are you ready to become a Data-Driven Doc? Because if you are, I have an amazing free guide that helps your team understand the psychology between 2-way texting with your patients and the practice.

Just comment below on this video, “Maximize Chiro Marketing ROI Quickly And Easily (Set Your Practice Free)”, 2-way texting and we will get you that guide ASAP. But for faster delivery just DM me at Doc Cory on Facebook, and I will make sure you get that immediately.

Step 2: Understand Your Average Case Value

The next most important metric in your marketing is understanding what we call the ACV or the Average Case Value of a patient coming into your practice.

This is what we expect a patient to end up spending in the practice as they go through your treatment plans and even into wellness care.

That ACV is such an important number because it determines how much we can spend on the new patient acquisition cost. Dan Kennedy, the Godfather of direct marketing, has this quote that he always says which is:

“Whoever can spend the most money to acquire a customer wins.”

Well, when you look at your community, who is acquiring the most new patients, especially your next new patient? I want you to get in the mindset of who has my next new patient.

A lot of that has to do with how valuable are those patients. The value of a patient often hinges on the complexity of their condition. The more intricate their health challenge, the more they'll invest in getting better.

So that value of that new patient, you need to know that number, and there's a relatively simple equation that you can use to get close to that. It's the best equation without using our automated software to calculate it for you.

So, you're going to take your average monthly collections divided by the number of average “starts”.

Now a start is defined as a patient who has now received a care plan and made the financial and time agreements to go through that care plan. It doesn't matter if it's two visits or 50 visits, that's a start.

Then divide those into your average monthly collections and that will give us an approximate value of the average new patient coming into your practice.

Now that we have the relationship between what you're spending to acquire new patients and what those patients are worth, we can now start layering the marketing data around that to understand how to get more of them.

Step 3: Create An Offer

This step is such an important part of your marketing framework as we monitor the data around that because we have to have something to track. We can't just have data generated without an offer to generate data.

So in your marketing system, we need an offer, and an offer is what's attractive to a patient to choose you over the next competitor in your community.

That offer needs to speak to them, it needs to solve their specific condition. They want to choose you. They want to see if you have the system to reverse their condition.

And if you do, then they'll move forward with you, and that offer is the step.

We compare it to sample marketing. Have you ever been to Costco on a Saturday? That's where you go in, and they have all the samples set up around the store. It's my kids' favorite outing on a Saturday, and they're circling sometimes twice around to those sample stations!

But why do those companies pay so much to have their products sampled at Costco? Well, it's because of the numbers.

They have the data that shows the ROI or the Return on Investment that if they sample their product, their sales go up.

That's what we call sample marketing because if we taste it, we like it, and we have the product right there, we buy it and take it home with us.

That's what we want patients to be able to do with you. We want them to sample your patient transformation. We want to begin to build a relationship with this patient where they trust you with their health care. They trust you to refer you to their family and friends.

So an offer does that, and it's an offer that creates a sample opportunity to experience your practice.

Step 4: Get Traffic For Your Offer

So, here's where the real magic happens in this step – traffic. If you've been incorporating these layers into your marketing routine, this is the game-changer.

Now that we have a measurement system, we actually have an offer that we're going to be tracking, we have value, and a patient coming into practice, we now just need eyeballs on that offer.

In Russell Brunson's book, “Traffic Secrets”, which is phenomenal, he breaks traffic down into two categories: traffic that you own, and traffic that you buy.

The traffic that you own is your patient base. It's anybody that's following you on your social media. That's why it's so important to build that following to have an email marketing list segmented into current patients, patients going inactive, and then those that have gone inactive.

We can use this traffic to communicate with our patients and present our offers. And not just to them but to their own social communities. We want them to take your offer that maybe isn't a great fit for them today, but maybe they have a family member, a neighbor, or a co-worker that they could pass the offer on.

That's traffic you own, and you need to be regularly putting that out there.

Traffic that you buy is when we pay for traffic because when we pay for that, it increases impressions. Impressions happen when someone sees your offer. So between traffic you own and traffic you're buying, we're trying to increase impressions.

The beautiful thing about blueiq is that it automatically measures that for you on your Facebook channels. It can also measure that for you on your websites.

And it's so powerful to see if we're actually making waves in our community by keeping tabs on these impressions.

The next step that you should be measuring in your marketing data is engagements. Engagement is where not only did they see it, but they actually stopped and paid attention to it.

We have automated data that measures the number of engagements, and we want to look at the ratio because the impressions-to-engagement ratio tells us if our content is relevant to our community that we're putting our Impressions out to.

We want them to engage, we want them to read, we want them to watch, we want them to know what your offer is.

The next metric that we actually track is your click-through. The click-through is where they've actually engaged, and they've taken the call to action.

This could mean heading to a landing page to download your guide in exchange for their email address. That way, they're on your email list, shifting from traffic you buy to traffic you own, which we want to increase as much as possible.

That then leads to the last metric that we're going to talk about today which is conversion - conversion from a click-through to the call to action. So they’ve downloaded and scheduled an appointment.

If the ultimate goal is to bring that patient into a booked appointment, whether it's for a webinar, workshop, or a new patient visit at your practice, that's considered a win. That's the outcome we're aiming for with our marketing system.

And as we go through each step in this process, you'll get a handle on how the system performs. You'll be eyeing the KPI that tracks scheduled new patients, keeping an eye on your new patient acquisition cost. Plus, you'll want to make sure your content shines a spotlight on those high-value cases.

Now, with this data tracking system, you'll have a crystal-clear view of how your marketing system is holding up. You'll know exactly where to focus your attention and what areas need a little TLC.

This is how we conquer markets at Data-Driven Docs – we make sure we're on top of our game. And if you're ready to become a Data-Driven Doc and dominate your market, come join our community of Data-Driven Docs at our free Facebook group, The Data-Driven Practice.

It's free, and it's going to change your life. It'll help you understand your marketing data, and every other system in your practice. I look forward to seeing you on the inside!