Medical Marketing Done Differently
Cost-Effective Tools For Chiropractors & Integrated Medical Providers
WELCOME TO THE LEAD GENERATION TRAINING!
Our goal is to make this entire process as simple as possible for your entire team! So here is a short training on how our campaigns work and a few things you can expect to happen during the process.
How Our Lead Process Works...
STEP ONE: We run a Facebook ad with an amazing offer.
This ad will ONLY be shown to users on FB who we have identified are potentially ideal customers for your office.
STEP TWO: Users click the ad & are asked to sign up for the offer.
Users are asked to enter their name, email and phone number to receive the offer. (It puts them on a lead list.) This lets us know they want to be contacted by the office. This is great because you don't have to feel like you are chasing down or begging cold leads! They have already raised their hand and said "yes, I want this!"
STEP THREE: Leads are given the opportunity to go ahead and book a consultation in your online calendar.
Unless you've specifically asked us not to make a calendar available (which is a pretty bad idea), the prospect is going to be taken to the calendar as soon as they submit their name and contact info.
We've found that anywhere from 40% up to 75% of the leads will go ahead and self-book an appointment (which is why we strongly advise you to let us use one).
As soon as someone books a consult, you'll be notified via email and text message that they've booked a consult.
IMPORTANT: If you don't get that notification within 5 minutes of the new lead coming in, they are NOT going to use the online calendar! This means that you will need to CALL THEM IMMEDIATELY to have any chance of getting them booked.
STEP FOUR: Follow up with Leads to book their appointment.
As noted in Step 3, if a lead does not book their own consult within the first 5 minutes, they are not going to. In this case, you'll need to call them right away.
With each passing minute, your chances of having them answer your call drops significantly.
If you wait for just 10 minutes, your chances of reaching that lead drop by 400% (yes, four hundred percent less likely to reach the lead by waiting for just 10 minutes!)
By 30 minutes, you're now 2,100% less likely to reach them. (We're happy to share the research behind this.)
You can make your outbound calls from inside the mobile app version of the GSM CRM. This will allow you to track your calls as well as to make notes and follow up tasks from your conversations.
(Make sure to download the Lead Follow Up Process in the downloads section. It contains a step-by-step walkthrough of the follow up process as well as scripts.)
SPECIAL NOTES:
- Some Leads will forget to call the office or not return your call immediately.
These people are just like everyone else, with hectic careers and personal lives. They may forget to call, or take multiple attempts before they can be reached. That's ok. It doesn't mean they aren't interested (remember they already told us they were!) It simply means they are busy.
- Some Leads will come to their appointment and some won't.
As you have seen first hand, that is the nature of the industry in general. People forget, or have things come up. It happens (even if they prepay). It doesn't necessarily mean the leads were bad... even long term clients have off-days!
Available Downloads
These scripts will help you know exactly what to say when leads ask questions about the offer in the ads, as well as how to handle the follow-up phone calls.
You're Probably Wondering, "How can we keep track of all the leads to make sure none slip through the cracks?"
We've made the process is really simple!
There are three different points of notification, to assure no lead goes unnoticed. Your new CRM (Customer Relationship Manager) software allows you to view all the lead data in one convenient place.
You can make calls, send emails or send text messages right from inside their contact record. All communications are in one simple interface where you can see everything.
You'll receive an email notice
You'll receive a text notice
The contact is instantly available in your CRM app
Okay, now you know how we get the leads, and how to follow up with them, but you may be unsure how you will keep them coming back.
The answer? Be genuine in your concern for their wellbeing and provide opportunities for them to be taken care of.
The Magic of Personal Followup:
How to Earn the Trust of Leads
Knowing Your Value Ladder:
How to Ensure Leads Come Back
Frequently Asked Questions
What happens if people sign up for a timed offer over the weekend? Do they still qualify when the office reopens on Monday?
Absolutely. It is pretty common for leads to come in over a weekend and leave a message (when possible) for the staff. Following up on Monday is perfectly fine. If the lead asks about the timer, explain that they were given an extension due to the office being closed. (This works for holidays as well.)
How involved are the phone call follow-ups for the leads who don't call in? I do not want to chase down or beg leads to make an appointment.
You are right, nobody has time for that! Luckily, we aren't cold calling. These are warm leads that have ASKED to be contacted. Just remember they are normal people with hectic lives. It may take a few tries.
How many times should I attempt to contact leads? If I am unsuccessful, is the lead "lost"?
We usually encourage calling at least 2-3 times a day at different times, for the first 3 days. This will help try to catch people with crazy schedules. It also extends all the way through any timers on the offers. If for some reason the lead is unreachable, we recommend potentially putting them on a call list for a later follow-up since there are so many variables involved (vacations, births, deaths, etc.) Even though the offer is "expired" it speaks to the compassion of the office, to try and reach out later and inquire if all is well and interest is still there. You can download the phone and voicemail scripts at the top of the page.
I'm worried that our office will be flooded with tons of inquiring people every day. Should I expect a bunch of curious people walking in the office?
While opened floodgates are every advertiser's dream, realistically speaking, it doesn't usually happen that way. Depending on your ad spend budget you can reasonably expect anywhere from 1-3 new leads per day (with a few stray walk-ins here or there.) Our goal is not to overload you, it's to promote healthy, consistent growth for the office.
If someone walks into the office asking about the offer, but they didn't sign up online, are they still eligible?
Like we mentioned before, it doesn't happen all that often, but if it does then yes, take their information and ask if they want to schedule an appointment. If they saw the ad on FB, then they were in our target audience. If they went through all the trouble to physically come into the office, odds are they are very interested in finding a new service provider and you have the opportunity to win their appreciation & loyalty.
How does giving something away for free, turn a lead into a long-term customer?
Great question! We try to structure all of our offers in a way that makes it easy for staff to "up-sell" the customer into an additional service. By giving away something of value to the customer, and providing an excellent experience beginning to end, you are able to establish their trust. This gives you a huge advantage at securing them as a long-term patient. For example: If we give away a free spinal adjustment that requires an in-office exam, the staff is positioned to find additional areas that may need treatment and should at that time ask if the patient would like to schedule a follow-up appointment to take care of it.
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