Medical practices waste money on Facebook ads because they're interrupting strangers with generic promises about knee pain or sleep. The speaker calls this "Eskimo marketing" - ice-cold traffic with no relationship. Real marketing builds trust first.
Now, let's talk a little bit more about why your marketing hasn't worked in the past. And here's why. If you are marketing on Facebook, and I use Facebook as an example because I find that most of my clients have done this, but Facebook, the reason why Facebook is so hard to make work is it's what we call Eskimo marketing. It's ice cold. They have zero relationship with you. They don't know who you are. They don't know anything about you. Basically, you interrupted them with an ad. And so while they're on their phone doing this, watching whatever show they're watching that said that you could make their knee pain go away or get them better sex or help them sleep through the night or get rid of their hot flashes. When they're scrolling through while they're half thinking about it, they say they want more information and Facebook autofills that information. And so they're really ice cold. They really aren't all that interested. Facebook is the absolute worst way for you to market your medical practice. Marketing is way more than just running some ads on Facebook.
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