This email is longer…
It’s longer because it contains actual information about how clinics are using Facebook advertising to bring in an extra 20-40 Patients per month… Like clockwork.
So, before we get started here’s the deal we’ll make…
I’ll share the UNVARNISHED TRUTH as long as you promise to make room for that truth in your mind.
Or in other words, here me out because sometimes the truth is hard to hear.
Let’s go.
Facebook offers are a great way to get new patients into your practice. And, when the offer is an appropriate one for your target patient, it can be an extremely cost-effective method of generating new business.
But how do you know which offer will work best?
In this email I’ll show you what makes a good Facebook offer and how to present that offer in a way that shares how you can convert more of your leads into patients!
The Offer:
The first thing that’s important when putting together a compelling offer is an understanding that the offer is not about you or your clinic… but instead should be focused on the patient and their needs. Too often clinics focus on offers that “work for them” and ignore the needs of the patient altogether.
This can be a devastating mindset.
So, what makes a prospective patient want to click through? An exclusive deal; something you can only get with our link and one that meets the needs of the individual.
For example if a patient is suffering from back pain, the offer should definitely include some sort of treatment… whether that be a discounted massage, or something that is related to back pain such as an adjustment.
Either would work in this case, but…
Simply offering an exam for something they already know, (their back hurts, they want relief) even if the problem may be more complex, is not compelling. (Won’t work)
The idea behind this strategy is twofold:
1) It gives the patient an exclusive deal and reduces their perceived risk of taking action (or in other words, “Hey! I know you are worried about spending money on your health care–but here’s what we can do for YOU!”).
2) Prospective patients will often feel more comfortable with investing time when they have received value up front.
How To Price The Offer:
Offers should also be priced in a way that meets the mission of “perceived value” to “perceived risk”. High priced offers on Facebook are simply not effective.
This is because the perceived risk of taking action outweighs any perception that they will be getting a great deal.
Offers should not be priced as a way to cover the costs the clinic will incur on the initial appointment, but instead on what is the best initial value for the patient.
Typically we see offers priced at or below $47 working the best. Keep in mind though that the closer you get to the $47 mark, the more value will need to be added to offset the risk. Remember the patient is not just risking their money, but also their time and potentially others time as well to take you up on this offer.
You must offset all these risks!
One of the main reasons high cost offers are not successful is due to people having a hard time imagining how much their pain or discomfort costs. It’s difficult for someone who has never been in that position before, so it should not be surprising when they are hesitant at first glance!
For this reason you need to offer something tangible and relatable: like an hour massage session/initial adjustment, it tends to work better than something like “Get out of back pain for $25”.
They can understand what they are actually getting with one and not the other.
Here’s the point…
The quickest way to get them to convert into a patient? Offer them up front exactly what THEY want.
Niche Service Offers:
For services that are more complicated / higher priced / shorter lifespan, consider offering gateway items instead.
For instance if you offer Regenerative Therapies in your clinic for knee pain, offering a consultation won’t work.
A Consult is NOT an offer.
Instead, an easy gateway offer would be two knee decompression treatments for $47 dollars.
This allows you to see the patient, create a relationship and then present an appropriate treatment plan to resolve the problem.
Additionally if your area allows it, offering Free Lunch & Learns or Free Dinner & Workshop type offers are excellent ways to drive new business for unknown or expensive treatment offerings.
Trying to find qualified prospects for high cost treatments is expensive and frustrating if you refuse to make offers that follow these outlines.
The Unvarnished Truth About Offers:
Finally, the ultimate strategy of the right offer is designed in a way that ultimately leads prospects into a care plan or some sort of longer term relationship.
Here’s the thought process.
For a chiropractor who is offering two adjustments at an initial lower cost offer, you’ll have the opportunity to show progress to the patient, educate them on how you resolve those problems, and make it a whole lot easier when you go for a total enrollment of $1,500 or more.
Here’s the real question: What’s the value of being able to educate a prospect?
The Objective Truth About Offers:
Ok, so hopefully your mind has been opened up to the possibilities that await your when you learn how to use offers to grow your practice. Here are some objective guidelines we’ve learned over the years for offices using offers to grow quickly:
- Do not price the offer higher than $30 if you are only offering a single service or treatment.
- Do not price an offer higher than $50 ever, and offers between $30 – $50 must include multiple treatments or services.
- Exams and Consultations are not a service or treatment. Therefore stink as offers.
- For High Ticket Services, use gateway offers instead, they capture attention and advance the prospect easier.
A Note For Nervous Docs:
If you are nervous to discount a service because you’re not making enough up front, it may help to understand these two principles:
Front end money: Front end money is the fee you conceded within the initial part of the sales process. These fees are not meant to make you a bunch of money, in fact, some will even cause you to lose money. This money is a small concession you make in exchange for your prospects’ time and interest.
Back end money: Back end money is the money you earn after a prospect converts into a fully paid patient. To maximize back end money, you need to show prospects how you can solve their problem(s), educate to the point of belief, and provide a clear path to close.
A good offer can be your best friend.
It can supply a consistent volume new leads month after month, which can ultimately can lead to building a practice bustling with new patients and exponential growth.
…BTW, Thanks for taking the time to read this explanation.
If you’re interested in getting help with offers, here’s some neat facts:
- I have over 100 of them I’d be happy to let you use.
- They are tested and proven to work.
- You can use them today without any help from an expensive agency.
To learn more, click here!
Cheers!
