There’s an average of 2500 new chiropractors that graduate into the field each and every year. It is a fast growing industry, to say the least.
Whenever a new D.C. opens his/her office, they need… yes, you guessed it: patients.
Traditional methods of advertising are worn out and ignored, for the most part these days.
It’s not that methods, such as mailing letters, networking or handing out ice packs at local events should be completely ignored but there are much, much better ways to go about getting new patients today.
So what is the best and fastest way to grow your chiropractic practice?
It’s simple: Facebook Ads.
Why are Facebook Ads so great?
Facebook has only been around for about 10 or 12 years. However, there are over 2 billion active users on Facebook.
So just imagine what huge possibilities you have with a platform this large.
Furthermore, there are some amazing benefits and features available to you on Facebook that you are unable to get anywhere else.
Let’s look at some of the key benefits of advertising on Facebook.
1. It's cost-effective
Running Facebook ads is one of the most cost-effective ways to promote your business. When done right, the possibilities are endless! You could get 100 new leads in under 48 hours with proper targeting and minimal ad-spend. It’s been done many times before so there’s no reason you couldn’t do it.
2. It's easy to track data
Facebook has an incredible amount of data on people, such as age and gender demographics plus location ( which means you are able to only target people living in close proximity to your office). There is also a way to track people’s behavior, such as purchase history, job roles, media usage and other interests, such as pages they like, events they go to, and a ton more. There is even an option to track income demographics, which is super helpful because there is no use in targeting people that are not able to afford your services.
When you think about traditional bill-board advertising, you’re paying for every person that passes by to see your ad. However, only a small percentage are good leads for you. With Facebook advertising, we have the amazing possibility to target the RIGHT people for your chiropractic business.
3. The ability to re-target
Facebook has a great way to retarget potential customers that may have clicked on the ad but did not take action on it, as well as other retargeting features. For example, if you have an existing email list of patients, you can use this list to create a lookalike audience to run ads to. This can be super powerful.
Here’s what a potential funnel could look like:
1. Your Facebook ad (with a call to action)
2. The opt-in page (also known as a landing page)
3. A thank-you page
4. A retargeting Ad
The BEST way to structure your ad campaign
Set up the targeting so it shows the ad to the right people. The good thing is, we can get really specific with this, showing our ads only to people that live in proximity to our office. We can go so far as to show our ads to people in a certain support group, or people that suffer from certain ailments that could really use our service.
2. The Ad
Having the right ad and offer is super important. Give a great offer, such as, “Consultation & Exam with X-Rays One 30-minute Massage, and One Adjustment, all for $21″. You might think, “wow, that’s cheap”, but your goal here is to get patients in the door.
Once they come through your doors, you’ll have a large probability that they’ll keep coming back.
The offer must be very compelling and super hard to resist. I mean, who can resist a consultation and exam with a 30-min massage PLUS adjustment for only $21?
The good thing is, once they are in, you’ll be likely to keep them coming back.
The ad must also have a little description of the doctor and a call to action. Always have a call to action!
Ideally, it’s best to use real photos of the doctor and staff, as opposed to using stock photography.
Having a real picture of the doctor on the ad will provide a sense of connection to potential patients even before they meet you. The pictures you use don’t need to be fancy or special. The goal is to get your face out there.
3. The Landing Page
Once they click the Call to Action button, they will get directed to a beautifully designed landing page.
This page can be really simple, with a few testimonials, a map and a repeat of the same offer that was on the initial ad.
When they click the button on that page, they will enter their name and email and then they will be directed to the “Thank You” page.
You will be able to follow up with people that have entered their names and emails.
Another benefit of this is that you will be collecting emails for future marketing campaigns.
4. The Thank You Page
The most effective thing you can do on a landing page is to bring the Call to Action home.
This is also a great place to give a one time offer to a patient that prompts them to immediately take action on a great deal (like calling your office to receive a deal that is only available immediately, etc).
Little tip: Never use a Thank You page only to say thank you. 🙂
Now, while a lot of people will immediately take you up on your offer and book their time, some of them won’t opt-in on the original landing page.
They might click the call to action button then drop off, or they only read the ad but don’t click it.
So what happens to those people?
With Facebook advertising, there is a cool feature called, “Retargeting”.
So this gives us the possibility to show an ad to everyone who clicked on the ad but didn’t opt-in.
On this retargeting ad, you will give them another call to action and also use a different image. This is important so that people don’t get “ad fatigue”.
You’ve probably heard about the follow-up rule in sales. Most sales are made after the sixth or seventh follow up. This is where retargeting comes in!
This particular campaign I’ve showed you in this article has gotten chiropractors 100 new leads in under 48 hours!
I hope it benefits you as well and gives you some ideas.
If you’re a practicing chiropractor and you’re not running Facebook ads, you’re missing out on a lot of patients…and leaving a lot of money on the table.
The above example is one you can follow and use – it’s worked really well for many, many chiropractors and I’m confident it will work for you to.
Additionally, for more cutting-edge information on sales and marketing, join the best group on Facebook for entrepreneurs, Straight Up Entrepreneurs.