Dr. Vince Leone walks chiropractors through auditing their 2018 marketing by listing every tactic (Facebook ads, open houses, newspaper spots) and calculating which ones actually brought in new patients versus what they cost. The goal is to kill what didn't work and double down on what did.
What's up, docs? Dr. Vince here. Welcome back. Day 3 of the 12 ways and days, or days and ways, of how to grow your practice in 2019 without messing up what's already working, without adding too much to your plate or your staff's plate, while also continuing to focus on what you do really well. That's right. Improving patient experience, growing your practice reputation within the community, and creating a bigger impact in your life. That's what we want. And, you know, this is a perfect, perfect time, right? Because, you know, we can look back on 2018 and look forward to 2019, set targets, goals. And that's what we talked about on day 1, establishing target goals and then the stats you need to track to get you there, right? And so we talked about identifying where we're at, where we want to go, figure out our end goal so that we can work backwards and have mile markers to get there, and then we want to check in monthly on our progress. And then number 2 was finding our superpower, right? Creating what's called a USP, or a unique selling proposition, for us and our practice. Because what do you do really well in practice, right? Are you excellent at headaches? Are you a specialist in sports chiropractic? Whatever it is, you want to hone that message and even create like a tagline for it. Like for us, we were always the Leone Method. For disc recovery, right? And the key here is that we want to do this because we want to differentiate ourselves. And so this is what I call our superpower. This is what we're really great at. Anyway, so that was day 2. So day 3, today, is we are going to sort through the mess. What does that mean? We want to go back and look at all of the marketing and stuff we did in our office to grow our practice. We want to see what worked. What didn't work. And what tanked, right? So we want to first just list all the stuff you did for marketing or to get new patients in your practice, right? And guys, new patients is the lifeblood of our practice. We got to be focusing on that. Your highest value activities are generating new patients and treating patients, right? So first, just list them all out. Go all the way back to January of 2018 and say, hey, what do we do in January? Did we do an open house? Did we do some Facebook ads? Did we do you know some newspaper ads? Did we get on the radio? Did we do a screening somewhere? Just go back and and just first list them all out. January 2018, we did boop boop boop boop boop. February, boodle loo loo loo. So get all those out there. As you can see, I have got my second cup of coffee today. So next, we want to look at the ROI of each of those initiatives, right? So. ROI is your return on investment. So it— and now if it was nothing, if you did a screening and you didn't have to pay to be there or anything, then obviously you— I mean, I don't know if you want to like break it down like, well, my hourly rate is, you know, $300 an hour, so I spent 2 hours there, so it's $600. You could do that, but I'm kind of thinking more hard costs, like we wrote a check to Facebook in January for $1,500 or to an ad agency for $1,500 and we spent $700 in ads, right? So you have $2,200 invested in January in Facebook ads. How many new patients did it generate and what was the revenue for each of those patients? And what was your total revenue, right? So say you got 3 patients out of that and they ended up generating $800 each. So that was $2,400, you invested $2,200. Got 24, not awesome. But you know, the point being is let's get granular on these numbers. Let's figure out what did we spend, what did we get back, because what we're going to determine is which ones worked and so we do them again, and then which ones didn't work so we don't do them again, right? And then in tomorrow's day 4, we're going to talk about, hey, what are we going to do with these things? But for now, And guys, this may take a little bit of time, right? Because— and you may need to get staff member involved or your accountant or whatever. But like, this is what it takes to run a business. We have to figure out when we invested money in marketing or advertising, what did we get out of it, right? So, I just call it sorting through the mess. It's— you know, business is sloppy sometimes. It's not all like perfect and we We did this and we got it, and that's okay, right? That is okay. We need to, but we do need to dig in and get those numbers, right? Let's figure out what went out, what came in, so that we know whether to do it again or not, okay? So that's day 3, sorting through the mess, figuring out what worked, what didn't. Tomorrow we're talking about what the heck we're going to do with that information. Hey, happy Friday. Thanks so much for watching, and we will see you mañana. For day 4, and I'll let you know tomorrow what that is. All right, later. Dr. Vince here. Hey, by the way, if you're on YouTube, subscribe and check out levelupmypractice.com. That's levelupmypractice.com. A great 2-week trial offer. So take care, have a great day. We'll see you mañana. Bye.
