My "Fortune 5 Pack of Marketing" to Generate High Quality and High Value Patients... Consistently!

All right, awesome. So our Fortune 5 marketing metrics, we got to figure out, um, uh, we need to lay in the foundation here. What are our metrics? What are— what's our data points, right? So first of all, we're going to take an average care plan price of $5,000. Now that is by and large the average cash care plan price for spinal decompression, peripheral neuropathy, knee pain, you name it. Now, it may be a little lower in more rural areas. It may be a little higher in more urban areas. But regardless, you know, it's about $5,000. And that's not a— by the way, if you're thinking, oh, I don't know if people in my area will pay $5,000, yes, they will. Trust me, they will. Don't worry about that. That is the least of your worries. Okay. Now, conversion rate, 50%. You should, you know, if you're getting, you know, good quality patients coming in your office, you should easily close at 50%. So, we're going to use that. And then also consistency, quality, those 2 things equal momentum. So, I want you to kind of just keep that in mind. Number 1, so this is the first of 5. We're going to use what's called Email Nirvana. And the goal here is to build your list of patients on your email list as if you were building a treasure chest with a whole bunch of gold in it. I know you may not think this way, but this is, again, I'm trying to kind of teach you here. This is where you want to be moving to. It's okay if you don't have a big email list now. You may only have a few hundred on it. It doesn't matter. Make it your goal, right? Starting tomorrow, start putting all your existing patients— look, you know, have a staff member go through all of your past patient lists and make sure everyone that has an email that they, you know, put onto their paperwork, that's going to go into your patient database. You're going to start to email them once a week, okay? And every time you email them, you are going to provide value. Okay, and when I say value, these are things that they can do and get good results from, right? 3 things to do after getting into a car accident. 5 stretches to do at night to alleviate back pain. You know, 3 ways to differentiate between a disc problem and a common sprain or strain. Those are value-based emails. Okay, they're focused on your niche. So those are obviously all if you were going to do spinal decompression for disc. So you would do the same thing for a peripheral neuropathy or knee pain. Focused information and good quality value that they can't just Google in 2 minutes. And then you always have a call to action at the end. Very simple. Hey, if this is something that you would like help with, please call our office at blah, blah, blah, or click here to schedule online. That's it. Super simple, right? It's a very what we call a soft call to action. We're going to give value, 90% value, 10% call to action. And now what can we expect from this? Well, if we have about 1,000 subscribers, okay, 1,000 people on our email list, and we're going to email them every single week consistently and deliver value, we can expect about 4 new patients a month. Okay, so at $5,000, that's $20,000 in revenue. And you may be thinking, wow, maybe I should start building my list. Yes, you should, right? Because if we have 1,000 people receiving our emails every single week and we get about 30% open rate, which is, which is a, you know, a common open rate when you communicate regularly with your audience. So you have a 30% open rate. So that's 300 people. Every single week that see your message, right, and resonate with it. All we want out of that is two consults and one new patient, right? Does that seem crazy? Because it's not, right? Because one percent of you know, so three hundred one percent would be three. So again, these are we're not these are very conservative numbers, guys. That's that's my whole point here. So email nirvana, build your email list. Okay, get consistent, right? And again, consistency and quality will equal momentum. Will you get 4 new patients your first month? No, I'm not saying that. Again, I'm always conservative in my estimates. What I'm saying is if you do this consistent, say you do this over 90 days or 120 days, that's when you'll start to see these numbers, okay? It's worth it. Build up your email list, email them once a week. You write the email, you don't farm this out. This isn't your social media company doing this. You sit down 30 minutes on a Friday or whatever day you have off and you write this really good value post, break it up so it's easy to read. You're going to start to see great results. So that's Email Nirvana. Number 2, organic Facebook fan page, what we call social love. We got to share the love, guys, 3 times per week. Okay. Again, if you want to have your social media company or You know, there's, there's a million of them out there. But if you want to have your social media company put up the pretty pictures and the little quotes and all that type of stuff, that's fine. That's totally fine. But they don't really resonate that much, to be honest with you. And what we want to do is we want to connect. That's why people are on social media. People are so distanced these days. So they're looking through for connections through social media. When they start to see a doctor that's actually posting That is when the connection grows because they are going to engage. They are going to laugh or they are going to like it or they are going to make a comment and you are going to respond and people see, wow, the doctor is actually responding. That is so cool. OK, 3 times a week. Again, got to provide value in the form of education, hope, or both. Again, we are going to be focusing information on your niche and here is how I would lay it out. Monday, You are going to put a picture of either you or a staff member or a patient or your office or, you know, just something, some nice picture, and you are going to put some type of quote about health or something about hope, right? You know, it is kind of nice to have a picture of you because then the patients start to connect with you, right? So, you could just like literally one day You can have your staff members say, "Hey, I want you to take pictures of me all around the office for one day. I want fifty photos. Just and don't tell me I'm gonna that you're gonna take the picture. Just do it, right? Get me take writing notes. Get me adjusting. Get me you know putting a patient on spinal decompression. Put me consulting with a patient, greeting a patient. Like just get a ton of photos, and then what you do." You go to canva.com, C-A-N-V-A.com, and you put the picture of you and then you fade it, right? And then you put a quote over it. That's the best. That is the— here, because they're connecting with you, they're seeing the doctor doing his work. You have a cool quote by— it could be a Martin Luther King quote. It could be, you know, a Hippocrates quote. It could— you know what I'm saying? Like something hopeful or something about health. That's your quote picture, and that's that. You do that on Monday. Wednesday, testimonials. Video, written, doesn't matter. You're doing testimonials on Wednesday. Friday, you're doing lives. You're going Facebook Live. And by the way, I recommend using Facebook for your social media channel. You can, you know, if you're really adept at Instagram, you're getting traction there, great, do Instagram. But Twitter, don't do Twitter. Don't do Snapchat. Don't do LinkedIn, just Facebook is really the best one. That's where most people are at, and it has the best tools for what we want to do. So on Friday, I recommend doing Facebook Live. And you know what? You're going to talk about the same darn thing you just wrote about in your email. So we are repurposing content here. I don't want you to recreate the wheel, right? And if you're not comfortable with your Facebook Lives, that's okay. Okay, don't worry about it. Get in front of your computer, press record and to go live and just do it. OK, just do it because it is a skillset like any other and you will get better and you just have to structure it out. Hey, this is Dr. Leone coming to you live from, you know, New Life Wellness. Today, I want to talk about the 5 stretches that you can do at the end of every day to minimize your chronic back pain. How does that sound? Great, awesome. Now, if you have any questions as I go through this, just put them in the chat box. Number 1, and then you go into it, and then after number 5, you go, hey, if this— by the way, if this is something you're suffering from, don't suffer in silence. Call my office. Gosh. And, uh, you know, or you could visit. We even have an online scheduling. Go to here, put that in the first comment, blah blah blah. That's your soft call to action. So you're delivering value, you're focusing this information on your niche. And then again, you have a soft call to action at the end. And you can, if you want, then if you find good ones that people are kind of reacting to, you can even boost them, you know, for $20 or $50 to your fans on your fan page and their friends. So now again, if you get consistent with this and you're posting 3 times a week, you're doing your lives, you're providing good value, 2 new patients a month. Okay, not a lot. Not a big deal. All right, so that's the organic Facebook fan page. Again, guys, consistency, value equals momentum. Now, internal workshops. We're going to call this internal love. We're sharing the love. Now, we just want to hold one per month and do it like the last Tuesday or Wednesday. Usually Tuesday, right? Because Wednesdays, there's— there can be group things— sorry, church things, functions. Thursday, people are kind of getting ready for the weekend. They don't really want to go to a doctor's office, I don't think. Friday, throw that out. So, and Monday, forget it. You know, Monday's Monday. I mean, I like Mondays, they're fine with me, but most people don't like Mondays. So do a Tuesday, that seems to work best. Now we're just gonna do one a month. Okay, just one per month, because if you do it too much, it's— then it turns into a grind, right? It's stressful on you, it's stressful on the staff. So just do one per month. And we're going to promote it 2 weeks prior. So say it's Tuesday the 25th. Well, just go back 2 weeks prior to the 15th, or, you know, if you want to go, you can do 10 days prior to, you know, 2 full weeks prior, 14 days, but it doesn't matter. 2 weeks prior, start promoting it. Promote it in the office, right? Get those little cheap sign stands at Staples or Office Depot, whatever. Have your staff member design a super simple sign that says, hey, Chronic low back pain workshop, you know, this Tuesday the 25th, and put those all over the office. Buy 10 of them, put them all over the office, and then you start— you just set them out, right? And put them in your email, right? So in the 2 weeks prior, you're gonna say, hey, by the way, did you know that we— in your PS, by the way, did you know we have a chronic low back pain workshop at the office? Give our office a call or click here to sign up. Facebook, Post it on your Facebook, right? 2 weeks leading up. Postcards, if you want to put a little money into it, you know, if you, if you have 1,000 people on your, on your list of active patients, you can usually do postcards for about 50 cents a card, right? So $500, dump $500 into building, you know, promoting your internal workshop. If you do a newsletter, which most doctors' offices don't, but if you do, put it in your newsletter. Okay. Your presentation is going to be based on your niche, obviously. So, and do your presentation. Now, I obviously have tons of training on how to do successful internal workshops, but speaker training and staff training and all that type of stuff. But the goal here is just keep it simple. OK, we're not looking for a ton of— we're not looking for 20 people to show up, by the way. OK, so if your office isn't huge, you're like, oh my gosh, I don't know if I have enough space, blah, blah, blah. Don't worry about it. Okay, we're only looking for about 8 people to show up and 6 to make appointments. Okay, and then we want to close a little bit more, a little higher rate, because these are warm patient leads. Okay, so we're gonna call that 4 new patients. And again, keep it simple and keep it powerful. In other words, your message, your presentation should be about 20 minutes. Then you have a nice little 30-second transition into your close. Okay, and your close is where you're going to ask them to sign up for a Paid consultation, right? Or you can do a free consultation with a paid exam, however you want to do that. Point being, keep it simple, keep it powerful. You just don't, don't serve food, okay? Just do water, cold water bottles. That's all you need to do. If you want to do a snack, keep it super simple, um, but you don't need to, right? We're going to do these right after you close, and so patients can get home for dinner. But if all— with all that promotion, right, internally with your in-office, your email, your Facebook, postcards, etc. You should, if you're doing 100 visits a week, at a minimum, you should easily be able to get 8 people to show up. You get 6 to make appointments. You should— and that's, that's a pretty common conversion, right, if in any type of workshops. I've done a million of them. But you should, you should get about 75% to make appointments of the, of the You know, prospective patients, not, not their staff. You don't count their, you know, spouse or anything like that. But you get 8 people to show, 6 make appointments, and you close 4 of the 6. Again, we have a little higher close rate because we have— these are patients that already know, like, and trust us. $20,000 in revenue. How cool is that? Let's move on. Number 4, paid Facebook ads. This is how we can scale up. Okay, and really start crushing. Now, again, starts with education-first advertising. Now, what the heck is that? What that means is from start to finish in our advertising process, from the ad to the landing page to the follow-up funnel to the web— we have a webinar, we have our follow-up emails and texts— all have information that is continuing to educate the patient, position you as an expert, and always have a call to action. That's education-first advertising, right? We're teaching them. We're telling them why what we do is so much better than everything else that they've either tried or they're considering. It's, it's just crucial, right? It positions the doctor as an expert. We— now, I, for Facebook ads, I like to drive to a webinar funnel. And again, um, what that means is we're going to do education-first Facebook ads. And what that looks like, they're just long-form ads. Right? So right from the get-go, if someone's like, I don't want to read all that, well, you know what, then they're probably not a good candidate because they're not that serious. So someone's going to read the whole thing, they're going to start to learn about their condition, right? They're going to start to learn what, you know, what is one or two things that, gosh, I've tried that, that you're right, yeah, that doesn't work. Then they're going to click on it, then they're going to go to your landing page, right? And they're going to learn a little bit more, then they're going to enroll to get their free consultation or whatever the thing is. And then as soon as they get to that thank you page, Boom! They get hit with our webinar, 18-minute webinar, right? Again, now we get serious about our education. We go soup to nuts on all things disc conditions, right? Or all things neuropathy related, all things knee pain related, and all moving them into this position where they see you as the best, most viable solution because you are, right? And then the drive to action is to call the office. And again, they're gonna get follow-up emails and texts and all that good stuff, but our Goal is to get them to pick up the phone and call your office, and those are gold, right? And and then we will top it. We usually top that off with a traffic flood campaign. So again, if you're if you're saying, well, how do I implement this with with my current Facebook marketing company? Tell them this stuff again. I hope you're taking notes. Now, what is a traffic flood campaign? Well, traffic flood campaign is a very simple campaign that Facebook offers. It's it's literally called a traffic. Campaign. And what they do is we're just going to send patients to your website, okay? And not, not to the home page, but to the page that's dedicated to, you know, spinal decompression or neuropathy, whatever that, you know, that page is. And you want to have a lot of good quality information on there. It's nice to put a patient report on there. I tell clients to put, put the, the webinar on there. And then again, what happens is patients will just start calling after— once you run this campaign for a little bit, 2, 3 months, you'll just start getting calls. Well, you know, I went to your website, saw it there. And then that's kind of a nice combination. So between that traffic campaign and our paid Facebook ads, which is called a conversion ad, 5 new patients. And in terms of what you would probably need to spend, about $1,000, you know, about $200 cost with CPA or cost per acquisition. So 5 new patients, $25,000 in revenue, okay, from our paid Facebook ads. And by the way, if you want to spend more, You know, then you put more money in the thing. And if everything's working, you get more money out, right? But we're, again, we're just shooting for 10 to 20 here. We're not trying to go to 20 to 30 or whatever. We just want 10 to 20 new patients a month. And we just want 5 new patients from our paid Facebook ads. What we're trying to do here is create stability through diversity. Right. Okay, you, you never want— with marketing, you never want just one thing going, because if that thing goes sideways, then your new patient numbers go sideways and your revenue goes sideways, right? So that's why I'm doing this Fortune 5 Pack, because I want, I want your town to, to kind of get like blanketed by you. They see you on Facebook, um, they have friends talking about you, you get— they get on your email list. Now they're going to get communicated with you that way. In a second, we're going to go through the newspaper. They'll see you there, right? So, it's this kind of a blanket effect on your town where it's— and it's all about one niche, right? You're being positioned as the disc guy or the neuropathy guy or the knee pain gal. You know what I'm saying? And you become the expert. You become that specialist, the go-to person for that particular niche. Let's look at number 5, the newspaper. What I call the forgotten well. No one uses it anymore, right? I love the newspaper. I mean, they're getting tight. They're getting thinner and thinner, and they still like to charge us lots of money. That's okay. They're not—that's not that much. But um, but the newspaper, man, great demographics, right? They're older. They own their home. They have air condition. They trust the paper. They read it cover to cover. Great demographics, you know. So um, so so this thing is just money. I love the newspaper. Now I like to use what's called an advertorial format. So in other words, it looks like an an article, but it's an advertisement. So, and you can do inserts or actually just put that into the paper either way. But that the ad that, you know, that I've written and write for clients is, again, it looks like an article. And again, education first, right? We walk patients, you know, step by step through the process. You know, hey, this is the doctor, and he decided to focus and specialize in this condition because this was happening to these patients, right? Everything that doesn't work for that particular condition. So he found this new solution and it's this, and look at this testimonial, and these are the things it treats. And hey, this is our offer, um, you know, come in and blah blah blah, you know what I'm saying? So it walks them through a path that educates them, kind of entertains them a little bit, tells them why what they're probably doing now and, um, is not working and why, and then call to action at the end. So for about 10,000 subscribers, um, which, you know, is probably cost about $1,000 if you're doing inserts. Um, and on the paper, like if you're actually in the paper and you're gonna get a third page or half page ad, um, you know, that just varies so widely. It could be a couple grand, who knows, um, could be less. I have patients that are clients that are in rural areas and it's like $500. So it's just gonna range, but the point Point being is if you can get to about 10,000 subscribers, you'll get on average about 12 people call, you know, and then you'll get about 8 people to actually come in and sit down and do the consultation with you, and you close half. So, you close 4. So, that's $20,000 in revenue. How cool is that? Love the paper. Now, let's look at our totals here. So, email investment, just time, right? New patients. How many patients? 4, $20 grand in revenue. Now we have our organic Facebook investment, zero, just time. Uh, new patients, 2, $10 grand in revenue. Internal workshops investment, I'd say about $1,000. New patients, 4, $20 grand in revenue. Paid Facebook investment, about $1,500 for both campaigns. New patients, 5, $25 grand in revenue. And newspaper investment, About a grand new patients for $20 grand in revenue. You see that diversity, right? Stability through diversity. Remember that, that's key in marketing. Totals: total ad investment, $3,500. Total new patients, 19. Total revenue, $95 grand. Wow, how cool is that? Now you may think that seems lofty. Well, okay, say you did 10 new patients, right? You invested $3,500, and, and actually, so our numbers are cut in half. You did 10 new patients, $50,000. So you— would you invest $3,500 to get 10 new patients and $50,000? Yeah. So at the— even at the most conservative, 10 new patients, you're still $50,000. How cool is that?