3 Costly Mistakes Chiros Make When Choosing an Agency

Hey everyone, Dr. Vince Leone here from SPC, and today I want to talk about 3 costly mistakes that chiropractors make when choosing a Google advertising agency. So, uh, now I, I say Google specifically because not a lot of agencies are utilizing this platform, which is crazy because, you know, these are people that are actually searching for our service. Everyone's using Facebook, We use Facebook too, right? Generate tons of leads, but not that many people that actually come into the clinic. So we see a lot of success when we combine Facebook and Instagram, Google and YouTube, right? So then we have the spectrum. We have the biggest social network, we have the biggest search network, and then we have the second biggest search network with YouTube. And then plus we have the video. So let's go ahead and dive into this. Quick training. The number one mistake, right, is not having clear objectives. So the reason why this is so important is most doctors will say, well, how many, you know, I want as many new patients as you can send me. Now the problem with that, I get it, right? I practiced too, and we wanted, as you know, typically, you know, as many new patients as we could get. But What that does for the agency, they—it's like moving the goalposts. They never have a clear target, and plus it help it. Then they're not able to help you budget properly. So here's what I recommend: put the budget aside for a second, right? What's a clear number of new patients per month that you can process effectively, right? And so you'll need to know. What your conversion rate is. So in other words, if you enroll, say, at 50% or close— I don't really like the term close, but if you enroll at 50%, then say you wanted 5 new patients a month, your care plan is $5,000. Obviously, we're talking about niche-specific marketing here. That's all that we do— decompression neuropathy, knee pain, and plantar fasciitis. So we're talking about niche-specific. So you may be thinking, okay, I want revenue, an additional, say, $25,000 in revenue. My care plan's $5,000, so that's 5 new patients, and I enroll at about 50%, so I need 10 consultations. So this then helps the agency if they, you know, are kind of astute on this, that, okay, well, we know, like, say that we convert at, you know, 5%, right? So in other words, we get 100 leads And 5 people start. Now, I'm not saying that that is what the ratio is. I'm using easy numbers, right? So, but you can, it helps them budget, right? Because they'll know, wow, okay, if we, if the doctor converts at 50% and we can get 10% of all of our leads into the office, then we'll know that we need 100 leads. So if we get, if we normally get a lead around $2,000, $20, which again, just using easy numbers here, $20 to get 100 leads. So that would be $2,000, right? 100 times $20, that's $2,000 in ad spend. And that should get you, in this scenario, 5 new patients. I'm not saying that is what we typically see in terms of a cost per new patient start, or what we just call a CPA, is anywhere, depending on the city, The size of the city and the competition, anywhere from 100 up to 500. So if you said, well, I want 5 new patients, and in this scenario, say we're just picking in the middle, $300 per new patient start, and you want 5, well, then that would be a budget of $1,500. So it's really important to have clear objectives, have clear metrics so that you can work with your agency and You know, have a better understanding of how marketing works. So in other words, if your leads slow down and you're not, you know, having as many new patients, you say, well, what is the cost per lead? Oh, it went up to like $45. Isn't our target— weren't we hitting $20 before? Yeah, we were. Well, what can we do to change that? Well, actually, if you could send me, you know, more creatives, uh, change the headline, different pictures, you know, there's ways. I mean, you will get ad fatigue. Right, on all platforms. So you need to continually monitor, optimize, and refresh. I mean, we have a Google and YouTube specialist, we have a Facebook and Instagram specialist. That's all they do all day long is just monitor campaigns and optimize. So that's mistake number 1, not having clear objectives. And we'll take a quick case study here. Dr. Mike James, he's been with us for about a year and a half. Great doctor in Ohio, focused on decompression, and we're actually just adding knee pain now. But so, you know, when he came in, he wanted more decompression patients. Well, he wasn't sure what budget he needed, and he didn't know his enrollment rate. So what we did is worked on some of those fundamentals in our mastermind program. So what we did for him is like, okay, you have a successful chiropractic practice. How How much do you want to add with decompression? So we determined what that number was. We figured out, okay, so you know you've been treating decompression, and we figured out, okay, we had this many consultations and this many people moved into care. So now we know his enrollment rate, and then we backed into a budget for him. It was about a 300 CPA, and so then we knew, hey, if we want to generate four to six new additional decompression starts per month, we needed a fifteen. $1,500 ad spend. So that's what we did, and that's what we do, and he's been very successful. So mistake number 2, choosing agency on price alone. This is a concern because right now on Facebook, there's like a race to the bottom. It's always like, you know, we'll guarantee this and da da da da da. You know, companies, when you start to see stuff like that, it's a little bit concerning because It's like a race to the bottom. You know, they're trying to do everything that they can. And to be totally honest with you, there's regulation coming on this. And so that it will limit what agencies can offer out there. Because even though it sounds really good, does it? In other words, if they guarantee that, and then you waste 3 months of your time and it didn't come back, is it that helpful that it was guaranteed? No. No, I think what you want to do is find an agency that has experience, that has a fair market price for their services, but delivers results. Do they specialize in your type of patient, or is this just an agency that does chiropractic and weight loss? They just do everything, right? Versus do they specifically specialize in these niche patients? They know how to write ads that are targeted for a patient that has neuropathy, and they've heard things like, you know, I, you know, I just, I can't deal with my feet, I just want to cut them off. I've heard those things. I don't put them in ads because that would be egregious. But when you've sat knee-to-knee with patients for years and you've heard these stories with hundreds, if not thousands, of patients, you know what makes them tick. But we always like— I always write all the ads myself, but we like to lead with value and respect. So So that patients feel like they're being heard, not like they're being sold. So a cheap monthly agency may be just money down the drain. So case study number 2, Dr. Radakin. He's been with multiple agencies. That's a very nice, large, successful clinic in Memphis, Tennessee, and was tired. He knew the value of paid online marketing, but he was just cycling through agencies because they weren't consistent enough for him. You know, he was One month it was great, one month it was down. He recognized the value of a doctor at the helm, and now very consistent lead flow, about 100 leads a month on a $2,500 ad spend. So, and he, you know, getting about 5 to 7 new patients a week. So, doing quite well. Mistake number 3, undervaluing years of experience. So, we've been operating since 2016. That's not the longest in the world, but we're dedicated to providing high quality quality service, and, and we've been doing it for a little bit. That's, that's about 6 years. Um, that's not nothing. Uh, most businesses don't last 5 years, right? Those are the statistics. 80% of businesses go out of business. We've grown every year. We've doubled in the last 2 years. So, um, we're— I, I don't say that to brag, just, um, well, I am proud of it, but I just say that because, um, you know, we are, we are working really hard to provide very a high-level service for our clients. But when you are in the game long enough, you get a lot of data. And that data from all this, all the marketing dollars that you're spending, it gives you information of how to optimize campaigns, how to, you know, test things, how to find things that are working, how to utilize all that data that, say, Facebook's been gathering, right? So when we— the longer a client is with us, The more information that Facebook and the Google and the YouTube algorithms have to find people like the ones that have been successfully enrolling into your care plan. And then your account just gets better. It gets better with age. It's like a fine wine. It literally gets better with age. Now, do you have to be the squeaky wheel to get attention? In big agencies, when they have tons of clients, It's a volume game, right? And so they don't really have the time to be super, you know, pay a ton of attention to every campaign. But if you're the squeaky wheel and you're like continuing to reach out to them and say, hey, this isn't working, or this, that, they will pay attention to your account in most cases. We limit the number of our clients because we don't want them to have to be a squeaky wheel. We want to come to them with, hey, We're seeing a little bit of ad fatigue here. We need this, that, or the other. You know, sending monthly reports, connecting with the office on a monthly basis to see what is happening on their end. You know, how many new patients have you generated? How many consults? All this type of stuff. Because then that helps us again monitor and optimize the campaign. But it— if you, you know, it's not that fun to have to be a squeaky wheel. I mean, you're paying them every single month. You'd feel Like, well, I feel like they should be delivering great service. That would be my thought. So, and are they able to guide you with realistic expectations? You know, sometimes agencies can be a little gun-shy of saying, hey, Doc, you need to spend more. This is an auction, right? All these platforms, they're an auction. So if you're not spending enough, it may— you may just be flushing money down the drain because you're not competitive enough. You're not outbidding the other you know, people that are competing against you, right? So gotta be really cognizant of that. So another case study here, Dr. Kyle Pinkonen, he's been with me since 2020, since the beginning of the pandemic. He was only referral-based, had a nice successful practice, wasn't meeting his goals though, right? Like he wanted to really increase significantly and he really wanted more niche patients. And he offers all the niches, decompression, neuropathy, knee pain, plantar fasciitis. So he recognized that, you know, years of experience delivering niche patients versus just chiro patients, and again offers— well, actually he offers 4 niches, and then he's adding functional medicine. So he's getting about 3 to 5 new niche patient starts per week, right? And that's primarily cash. And by the way, he lives in a very small town of like 800 people. Now, Dr. Simmons, this is really interesting because He started in May of 2020, only doing $7,000 a month in revenue. The caveat there is he bought a practice, right? So this was a new start for him. Bought a practice, no decompression experience. We focused on protocol, price point, marketing, and enrollment because, you know, we have a training side and we have a marketing side. So we have an agency and then we also have our advisory. So, but, you know, October 2020, $25K in revenue. September '21, You know, about a year later, doubled revenue to $55K, and then October 2022, $76K in revenue. So this stuff works. And our last case study, National Knee Pain Franchise, they're very private, so we're not going to talk about their name. But, you know, their December stats alone. The only reason I show you this slide is because, again, when you, when you have big budgets, you know, and, and, you know, you're managing About $100,000 a month in ad spend, you just learn a lot. And so anyways, you know, that company is doing quite well with that. So recap, not— hey, not having clear objectives. These are the 3 costly mistakes: not having clear objectives, choosing an agency on price alone, and then undervaluing the years of experience. Now, here's some questions that I would highly recommend when you're interviewing agencies. Ask them, hey, what is your anticipated cost per lead for this particular niche? What percentage of leads should I expect to turn into consultations? How long have you been operating? How many clients do you have? And how much ad spend do you manage per month? So this is Dr. Radican. Hey, working with Dr. Vince has actually truly been one of the best decisions I've had in practice or made in practice in the last 5 or 6 years. It's kind of nice to hear. Dr. James, Dr. Vince and Profiniti has been a blessing. He's in the advisory and the agency side. Through coaching, I've learned how to leverage technology and staff to work Yeah. Work smarter or harder. Really cool about Dr. James is, you know, he just like revised his whole office. Just, you know, he's going all in on niches. He's doubled his practice and, you know, did a total facelift, like changed the name because it, you know, the old name was Holistic Family Chiropractic. It's there on his shirt, but it's kind of covered by that graphic. But the point being is he rebranded to reflect, you know, what his practice is like now. Dr. Kyle Pinkerton, right, the most personable, most organized professional coach I've worked with, just had the highest month of collections at $96,000. So again, awesome guy, and now actually a very good friend. So what to do now? Hey, if any of this is of interest to you, I hope it's just been valuable to you, right, so that you don't, you know, you can just optimize your current relationship, or, you know, you can continue to interview. But if you wanna have a conversation, just send an email to my team at support@drvinceleonelaw.com. Thank you. Leonie.com, and we will find a time to jump on the call with either myself or our marketing coordinator. So that's it for this training. Would— if you could like the video, subscribe if you're not already subscribing, and hey, leave a comment or a question. Would love to interact and answer any questions that you have. That's it for this one. Take care. I'm Dr. Vince with SPC. Bye-bye.