Chiropractic Marketing Tips | How to Use Radio for Massive Results!

Hey everyone, welcome back to the show, Dr. Vince Presents. This is episode 5 and I am your host, Dr. Vince Leone. And today we're going to talk about how to use radio ads to generate 50 to 100 quality leads per month and become a celebrity doctor in the process. And really quickly about me, I've been in practice for 10 years. I practice with my father who's been in practice since Pretty much the Stone Age. We focus on decompression and neuropathy. We've been doing, let's see, neuropathy since 2010 and decompression since it first pretty much came out. Uh, you know, my father was one of the, uh, pioneer doctors that went down to Florida when Axiom Worldwide was selling the DRX 9000 for $100,000 and Everything went sideways and everything— everyone got sued and all that good stuff. But, um, yeah, he was one of the first on board in terms of decompression. We've been doing that for a long time. We have a big practice, 7-figure practice. We do over 6 figures per month. Okay, so who is this for? Well, look, this is for doctors primarily who specialize in peripheral neuropathy decompression or functional medicine— thyroid, IBS, fibro. You could also, if you really specialize in something like knee pain, Great niche, very, very good niche. But you can't really use this for neck pain. Now, if you're a CVP doc and you have a big case fee and you're like 70 visits and it's $5,000 over the course of a year or whatever it is, maybe even $3,000, it could probably still work. It's just when you're doing kind of neck pain, back pain, it's a very broad message. You're kind of trying to reach everybody, and in the process you kind of reach nobody, right? It's just too— it's too general, kind of goes over people's heads. When you get real specific with your message, then it really causes people to raise their hands. You know, you have people with a disc issue. This does not get resolved typically with traditional conservative therapies. Neuropathy, same thing. No other answers really other than drugs. And then functional medicine. Oops, just saw that we still have a little typo there. Not good. But thyroid, right? IBS, fibromyalgia— these are conditions that people are not getting the answers to with traditional medicine. So it's prime— this episode, this is for these types of doctors. So And ideally, you know, you're making, you know, somewhere between $30,000 and $50,000 per month in revenue, and you're looking to grow, right? Now, the reason why we need to be making that amount of money is because we need to have some money to invest. You know, when you're making $20,000 and less, you know, if you're at $20,000 and your overhead's super low, that's not a bad life. You know, it's low stress. You have like 1 or 2 CAs. Like I said, pretty good life, but you're not gonna have a whole lot of money to throw at advertising, and you're typically not specializing at that level. So nothing wrong with it, but it's just that's not ideal for this situation. Once we get to 30, 40, 50, then things get a little more exciting, you know, a little more stress, but— Bigger rewards, you're helping more people, and like I said, typically doing some specialization unless you're doing high volume, which is great. Just for most doctors, high volume with straight chiropractic is tough. You really kind of have to have that big personality, like Chris Zaino. He's a big personality, sees 1,500 visits a week, I think, something like that. And he's way over those numbers in terms of $50,000. He's probably at $100,000 a month. But, you know, those guys are rare, few, and far in between. We had one guy in our graduating class, Dr. Brian Clay, good friend. I haven't spoken to him in a while, but we always had a good time back in school. But he kind of had that personality, you know, where, you know, patients just kind of flocked to him. And it's very fortunate if you have that. It's just not very often that you do. And so that's what's really good about when you specialize in niches, because you don't have to have a big personality, you just have to be really good at what you do, and that doesn't take— you know, that just takes diligence, right? You need to do the research, you need to practice, you need to hone your craft and skills in advertising, and then it's a matter of just then driving good quality leads into your office. And then of course we want talks that are looking to grow. I mean, if you're not looking to grow and dominate your market, then there's no reason to get on the radio or any of the other advertising platforms. So before we get into radio, what are some other options? Well, we have TV, print, Facebook, YouTube, and then some internal no-cost stuff. So TV is great. Look, we do TV, we do TV all day every day, but it's fairly expensive and it's Fairly expensive to get started, right? Because you have to create a high-quality ad. Now, if you create a crappy commercial, you're gonna get crappy results. So you're gonna have to invest in the money, or sorry, invest in the commercial. I think the last commercial we did is about 10 grand. So, you know, a lot of docs don't wanna spend 10 grand, and, you know, just to get started, right? So, so that's TV. Print? Print is a very good avenue, not bad, a little limited, and we start to get ad fatigue fairly quickly, right? So you get in the paper and you're getting 20 leads, you know, which isn't terrible, but then, you know, next time you run it you get 15 leads, and then pretty soon it's 10, and then pretty soon you just have to stop running for a little bit so people kind of forget about you, then you get back in the paper. But, you know, good source, good advertising platform, just not, again, in my opinion, not as effective as radio. But if you're doing all of these things, which again, that's the goal in my opinion, is to, and that's what we do, we do all, because we wanna have a very diversified source of good quality leads coming into our office. But, you know, print is the one thing, if docs are getting outside of digital, Print is typically where they go, you know, so that's not— no blockbuster news there. Facebook, everybody's doing Facebook, or everybody wants to do Facebook. And, you know, look, Facebook's great. You get a whole bunch of leads. Typically they're not great leads, you know, low-quality leads, kind of have your staff chasing them a little bit. And that just is what it is. That's been my experience. So, look, maybe I'm doing it wrong. I highly doubt it because Because I have excellent partners on the advertising front. But again, that's been my experience. A lot of leads, not great quality. Now, does it pay for itself? Yeah, it pays for itself. It pays for itself all day, every day. It just, it's very staff time intensive, and then, you know, they get frustrated with me, and then I don't like to hear that all day. So YouTube, YouTube's another great source. No one's doing YouTube. I'm going to do another post on YouTube here shortly. But kind of similar to Facebook. And then internal, you know, this is your internal stuff. So this is your handing out cards, you're doing screenings, you're doing care classes, you know, all this kind of old school stuff that's been around for 100 years. And it's kind of, you know, does it work? Yeah, I mean, again, we want to be doing all this stuff. It's just— You know, I don't do care classes anymore. Maybe I should. I just don't like doing them. I like to get home to my family. I don't like screenings. I haven't done those in 9 years. I refuse to do those because no other doctors stand in a vitamin shop doing screenings, you know, for 8 hours trying to bug people that are just trying to get in and get some, you know, acidophilus or stuff. So Some vitamin C. Hey, you want to hear about me? Not really. So, don't like screenings, but you know, some of the other internal stuff's fine. I mean, handing out cards, you know, new patient letters, all that type of stuff. Anything that can be automated that doesn't take my time, totally okay with. But again, I'm sure plenty of people will disagree with me on that, but you know, you got to find what works for you. So now, why aren't more docs using radio? Well, look, First, I don't think they know who to call. It's like, yeah, radio sounds kind of interesting. Who do I call? I don't know. I don't even know the number of the radio station. A lot of times they think it's too expensive. It's like, oh my gosh, if there's someone advertising on radio, that must be super expensive. Not sure how to create the ads. And then sometimes just apathy. Like, that sounds nice, but just kind of get too tied up. We get pulled in 10 different directions. Every day, all day. Let's see, moving on. Benefits. So what are the benefits of using radio? Like, why am I making this blog post? Why am I telling you this is such an awesome advertising platform? Because it is. Well, look, you get high-quality leads. And you really got to get the right station to get the quality leads. Like, you don't want to be on sports. You don't want to be— unless you're a sports doc. Like, if you specialize in runners or football fanatics who fall down the stairs at the stadium because they're too drunk, or shoulder, or whatever it is. If you're specializing in something related to sports, that that market is listening to the radio, then yeah, that makes sense. But by and large, at least in terms of the niches that we just talked about— decompression, neuropathy, functional medicine— no sports, no music. No sports. You really just want to be on conservative talk radio. So wherever Glenn Beck is, wherever Rush Limbaugh is, that's the station in your market that you want to be on. So when you're on that type of station, you get really good quality leads, right? Because they're typically baby boomers, you know, old, rich, white guys. That's a very general classification— generalization. Not totally true, but kind of is as well, right? Baby boomers. So we love baby boomers, right? They made their money, now they're basically paying for it, and they listen to the radio religiously, either on the way to work, because a lot of them are still working, or they listen to it while they're tinkering in the garage, or just in the morning as they have their coffee or whatever. So very good demos. You get a really high volume of leads. Gosh, I have a, you know, a client in DC that she, you know, in their first month got like 75 leads. We get that volume on a regular basis all the time. So you can get a high volume of leads, right? And they're good leads. So we're not chasing them. There are people that And I put higher conversion because it's like when people hear you on the radio, when they hear you on the radio, see you on TV, there is an immediate cachet that is associated with that. They think, well, geez, this guy must be pretty decent if he's going to be this public in our community. So that typically creates a higher conversion. And then higher case fees, right? Um, you know, if you're using radio, you're doing higher case fees. If you're specializing in, you know, functional medicine, neuropathy, decompression, our case fees, you know, right around $6,000, uh, and that's after discounts, right? So, um, higher case fees, which is always nice, so you don't need as many patients. So less patients, higher case fees, more time. Uh, for yourself. You're not kind of seeing 100 people a day. Like, that's, that's, that's a busy day, you know. Not— that's not how I choose to practice. And then it creates celebrity status. We had a radio show for 3 years, um, you know, 1 hour every Sunday. And, um, it was either myself, my dad, or our partners. We have 2 other sister clinics that we advertise with. That are each, you know, respectively an hour away. And we all, you know, we all do the same thing, same niches, kind of same philosophies about health and how we're going to treat people. So, um, uh, we would all get on the radio sometimes, but recently we went to just spots, and we'll get into this in a second. But the Either— look, either way, if you're doing spots, if you're doing shows— now shows definitely create celebrity status, but even if you're doing spots, you know, you're also going to create celebrity status because you're getting your name out there to thousands and thousands and thousands of people every time you run, you know. So it creates that celebrity status, which also increases your conversion. It also increases your goodwill in the community because a lot of times you're, or at least in my opinion, you should be educating as much as you can in your commercial, right? Because when you educate, you elevate your status because you're teaching, right? And so you're essentially telling these people exactly what they're experiencing. You're saying, telling them why the other treatment protocols are not working. So for instance, neuropathy, and we always want to have kind of a direct response structure to the ads themselves. But we call them out, hey, if this is you, you're suffering from pain, numbness, tingling in the feet, trouble with balance, feels like a sock balled up in your shoe, you could have peripheral neuropathy. This is where the nerves become damaged. And then you list the causes, and then you list the Typical treatments. And if you're tired of taking gabapentin and Neurontin and any other drug the pharmaceuticals want to throw at you and try to make more money off an old drug, you know, if you're tired of taking that crap, you know, hey, give us a call. We have a non-invasive, FDA-cleared, drug-free, pain-free, natural protocol to rehabilitate the nerves. And, you know, that all sounds pretty good to people with these conditions. So all that creates celebrity status. So how do we do it? Well, we talked about choosing a station. We want to be on conservative talk radio. There's just no doubt about that. And then it's just a matter of contacting the rep, right? So these people exist. They don't get calls from people that want to advertise very often. They're typically calling You. They just don't know about you, right? But they're typically calling cars— my wife used to sell advertising for radio and TV. They're just cold calling, right? That's what they do all day long, cold call. They call dealerships, they call big doctors that they know of, surgeons and all that type of stuff, LASIK and all that. They'll call— you name it, they're going to call businesses and say, hey, are you interested in advertising on radio? No? Okay. Goodbye. But you just got to call them up and, you know, take them to lunch. Better yet, have them take you to lunch and say, hey, I'm thinking about advertising on radio. I'm not going to say yes right now, so don't even think that, but educate me. You know, just be very upfront with them. Hey, educate me about this business model. I've heard that it's interesting. Matter of fact, I heard this really good blog post by this Dr. Vince. He's saying how great radio is, so please educate me. What does it take? Right, and they'll be happy to educate you and they'll be happy to pick up the tab for lunch because this could be a very big earner, right? Now we talked about shows versus spots. I recommend doing spots. Our radio show was, if I recall, about $8,000 a month. Like I said, we ran that for 8— no, sorry, 3 years. And like I said, return was good, just not quite as good with spots. So spots are going to be 30-second or 60-second, and you obviously need to create the spot. And look, this is where having a really good rep that is experienced with this niche is highly effective, right? Because you've got to have that call— yeah, you have to have that headline, right, calling out your Ideal patient prospect. Ideal patient prospect. You gotta have, you know, hey, this is what, if this is what you're experiencing, and then you go through that, and then, you know, briefly the causes, and then briefly the typical treatment methods, and then here's yours. You got 30 seconds, 30 seconds, or 30 or 60 seconds to get all that in, and it is possible. But look, that writing that copy is very, very important. But the good news is it's typically super affordable, right? Like less, probably less than $500 to get a 30 or 60-second spot created. You can read the copy, though I don't suggest that. You can, typically the radio station will have voiceover talent that can read it for you that are very good, and this is what they kind of do for a living. And I always recommend, you know, ideally sprinkling in some testimonial. That's a nice— now you don't have to have the testimonial. We have ad spots that are running that are highly effective with just the copy itself read by a professional voiceover talent. But we also have ads that do real well that we incorporate testimonials, right? We have a former NBA player And it ruined his career, the neuropathy did. And so, you know, he's just like, you know, very, very happy with, you know, going through our treatment protocol, did real well. And so he agreed to come on and do— and he did a commercial, TV commercial, as well as a radio spot. So, so that's copy creation, right? And then you choose a schedule, you know, when you want to run, what days, you know, typically Tuesday to Thursday. And then you just test, right? You test and then you rinse and you repeat. And that is marketing and advertising, is testing, okay, when it's gonna work best for us. Like when we did— started in TV, we were doing in the middle of the day and we got a lot of leads, but they were not very good quality 'cause these were people that didn't have jobs. So like with radio, you want to be in that kind of morning commute or the coming home commute, that type of thing, because there are people with jobs and people listening, and that's typically when they'll have good quality demos. And then, so that is really radio in a nutshell, right? It's not complicated, guys. It really isn't. Now, I know it may be a little overwhelming, and so of course you know, this is what I do. I am in practice. I'm not full-time anymore. I'm, I'm in the office 2 days a week, and then the rest of my time I focus on consulting and helping doctors who specialize in these niches— decompression, neuropathy, functional medicine— to really elevate their practice and use these other advertising platforms to scale. I partnered with advertising agency To really bring that professionalism and that leverage and that scale to your practice, right? Of course, I also provide consulting, you know, training for staff, training for the doctor, you know, honing office systems. You don't wanna get 100 leads in a month and then not be able to handle them effectively, right? So the phone, like last week I talked about the phone, right? So important that, you know, if you're gonna pay for these leads, you got to have your phone— whoever's answering the phone has got to be just on it, man. They got to create authority, trust, and rapport, and they got to get that consultation scheduled. Because look, if she blows it on the phone, you might as well take that money and just toss it in the trash. So if you'd like to learn more, you know, if you're one of these doctors that specialize in in these niches, you know, please go to www.nichemasteryvip.com. And what that is, is gonna allow you to sign up for a free advertising blueprint. And what that means is you and I will get on the phone, we're gonna talk about your practice, we're gonna talk about where you're at, where you want to go, what you're doing so far in terms of advertising, and then we start to dig into your market and figure out what may make sense in terms of your next step, right? And so we'll present that to you. Myself and my producer from the ad agency. And like I said, we'll have rates and schedules and all this type of stuff based on our initial conversation. And all that is free! I mean, goodness gracious. So it's an excellent offer. And like I said, if you qualify, if those numbers and those kind of parameters fit you, I highly encourage you to take advantage of this because— You're essentially using all my experience and all the ad agency's experience to ramp up your practice and seriously dominate your market. Now, if you're not in this niche yet and you are just looking to grow your practice, if you go to leoneconsulting.co, not .com, that's not a typo, it's .co, there is a free I've got a free report there for how to increase revenue in your practice, 3 ways to increase revenue in your practice. And so, those are some good ideas there. And so, I would encourage you to get on that list. And that's it. That is episode 5, how to use radio to generate 50 to 100 quality leads per month and become a celebrity doctor in your town. So, So I hope you enjoyed this episode. If you did, please subscribe, please like this video, please share this video if you have a friend or colleague you feel can benefit from that. But to wrap it up, I'm Dr. Vince. Thank you so much for your time, and I look forward to talking with you next week. Take care. Thank you.