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I’ve talked to a lot of clinic owners this past month on our quarterly 1:1 coaching sessions and the topic that keeps popping up over and over again is online marketing trends. 

They hear about how they should be doing online marketing but are confused and overwhelmed. It seems to change every week and they barely have enough time to run their business and treat patients.

The mistake I see clinic owners make is they market like big corporations do. They do brand marketing. They want to build a brand.

The problem is unless you have millions of dollars to spend like these big corporations and willing to wait years (or decades) to see if it works. It just won’t work for you.

"Followers" or "Likes" don't feed families

Brand marketing doesn’t make your phone ring. You can’t measure and have no idea if it’s working or now. What really makes your phone ring is direct marketing. Whether it’s direct marketing for Physical Therapists, Chiropractors or Dentists.

It allows you to know exactly with 100% confidence if your campaign is working. How many calls you’re generating from that marketing campaign like CallHero software tells you. You know exactly what your ROI is. 

1st Clue: Are They Showing You Marketing Metrics that Actually Mean Something?

Which marketing metrics should you pay attention to, and which ones can you ignore?

I had a talk recently with a clinic owner in my #clinicboss community that shines a light on all the ‘dead numbers’ marketing companies like to boast about.

Here’s his story:

He’s been operating his clinic for about five years, and has been crushing it, hitting almost $1 million in sales last year. But in terms of revenue, he noticed he has been starting to plateau (if you are growing less than 15% a year, you have plateaued in my world). Have you ever experienced this? When your revenue flattens, you have a few choices for what to do:

1) Nothing – just be content with whatever profits you’re making, and hope nothing changes for the worse

2) Make changes to your clinic business – including monitoring marketing metrics like call tracking

3) Jump down the rabbit hole of online marketing

You can guess which one this clinic owner chose (the same one you probably think you need to do more of, because it’s what everyone is obsessed with these days).

That would be #3 – the classic mistake of believing online marketing can fix all your revenue problems.

He noted that all the new clinics starting up seem to be on Instagram and Facebook (aka Wastebook), and so he felt compelled to do the same. If they’re all doing it, it must be working, right?

So, for the past three months, he’s been spending $1000 per month on Google and Facebook marketing. In that time, he’s seen no measurable increase in new patients, and his revenue still clings to the same plateau line. No growth. No change.

But his marketing company sure is excited!

They’ve got all these next-gen marketing metrics like site impressions, unique visitor counts, click through rates, likes and followers. And look – they’re going up! Isn’t it exciting? Your marketing is “working,” they tell him.

But is it?

The very reason I was having this conversation was because his revenue was still flat.

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My staff and I always found it difficult to ask for reviews. It just felt awkward and didn't come naturally for us. I would always hesitate when asking ( or not at all) and just didn't come out right. I was mad at myself afterward because I knew we needed good reviews for the clinic.

Plus I never really knew how to ask the question the right way to not put off the patient causing them never to come back.

Asking for a review can be a daunting task. It's just awkward to do.

Plus hard for patients to give one. Patients really want to help you out and say they will give you one. They just get stuck and think to themselves.

How do I write a review?

What should I say?

Or life just gets in the way.

In this blog post, I'm going to show you a dead simple word for word script you can deploy in your clinic to drive more 5 star Google and Facebook reviews while intercepting negative reviews.

You'll get a manual way and a completely automated way to do this so you don't have to talk to anyone. This is the exact strategy I teach all my clients after I first help them boost their monthly revenue by making this one simple improvement. This one improvement added $15,000 in additional monthly revenue for this Chiropractor here.

Also in the blog post, you’ll learn the right time to ask for one to get even more reviews. Most clinics get this wrong.

I talk to a lot of healthcare clinics. The one complaint I hear more than any other isn’t about their recruitment, marketing, or staff (though all of these would make a top 5 list).

The complaint I hear the most is that they hate having to sell patients on their plan of care. You didn’t get into this to be a salesman, right?

Well, the truth is, whether you’re a dentist, a chiropractor, a physical therapist, or some other kind of health clinic owner, your growth and influence in your community ultimately comes down to selling your plan of care to patients.

Ugh.

Think about when you have to convince a patient to follow your treatment plan. How much do they have to protest before you give in.  Or even worse, you don't even give your patients a treatment plan.

What are the consequences of this knee-buckling timidity? Four things happen, all of them terrible:

• The patient comes in a few times, irregularly
• They don’t follow the plan you’ve painstakingly developed and that you know is what they need to get healthy
• After one or two visits, they self-discharge, never to be seen again
• Finally, they tell all their friends and family that you didn’t help them

What’s the real problem with all this? Why should it really get you angry? Because they aren’t getting healthy!

It’s really no different than a teacher trying to motivate a lazy student. “You’ve got all this potential!”, they say. Then they try to break down the tasks of working, studying, and learning. But it’s all for nothing. The student doesn’t do any of it, and earns another D minus.

All your best efforts to provide world-class care – and all your marketing efforts – evaporate when that new patient stops coming back because they didn’t ‘catch the vision’ for what you were doing for them.

What you’re about to read isn’t basic stuff. This isn’t marketing 101. It’s upper division – healthcare marketing 401. Only this stuff, they don’t teach in chiropractor school (and probably not marketing school either!).

Get it, use it, and profit from it. Here’s where we start:

As a clinic owner, you know competition is fierce.

You probably worry that your competition are out there stealing your market share in your community.

While you do need to be aware that competition exists, worrying yourself over it is the quickest way to failure.

Instead, the key to crush your competition is to focus on your business.

To stand out of the crowd, really zone in and use the things that differentiate you.

Don’t try to copy the competition, instead be you, be unique.

And clearly explain how your story, brand, and your clinic is different so patients know what they are buying into.

But those three things (differentiation, uniqueness, yet clarity of service) are often hard for most business owners to achieve.

So let's break that cycle today, so you can forge ahead.

Using the following strategies you can become a market leader because one major advantage you have over bigger competitors is you have the power to get creative and adapt quickly with social media.

In this blog article, you're about to discover:

• How to dominate the market with little to no budget
• How to find the gap and fill it
• How to become an influencer in your industry
• Why looking outside your industry is the key to success
• How to get people talking and doing the work for you

Content marketing is really an underestimated marketing tool that most clinic owners aren't using effectively to fill up their patient marketing funnel. 

Many people think it’s a time sucker that doesn’t really return on investment. And while it can certainly seem that way at first, that’s simply the wrong mentality to have because content marketing does work.

It has worked for me and all the million dollar business I have built & sold over the past 15 years.  

And if its not working for you, then you likely have the wrong content or wrong message or wrong medium.  Or maybe you are not converting them over the phones? 

So let's talk about how to use content marketing to attract, engage and convert your online traffic to paying patients at your clinic.

We'll cover:

• Types of content to create
• 3 types of patients in your marketing funnel
• How to get patients in your marketing funnel
• How to nurture patients to become customers

I’m no SEO guru, but even so, I’m really good at it.

My other business, Clinic Supplies Canada, gets 55,000 in monthly traffic. We have 1000 keywords ranking on page 1 in Google. And our website traffic is converting into customers, as we’ve had year after year growth and increasing revenue. 

That’s the type of thing we all want to see in business, right?

Well, it’s all about doing the right things for Google. And thankfully I can help you with that.

In fact, I just came back from a business workshop for the PABC where I had a lineup of clinic owners asking how I can help them rank #1 on Google.

I thought you might be interested to learn the same tips.

So we’re going to cover:

• Why Google is so important
• How to be on the first page with Google
• What to do so Google rewards your website
• And one thing not to overlook

Happy satisfied patients. That’s what any clinic owner wants.

But, do you actually know how happy and satisfied your patients really are?

It wouldn’t come as a surprise if you said: “I think my patients are happy but I haven’t measured it.”

What you measure you can manage. Not only that, when you measure, you can use the results to fix problems and drive better clinical performance.  

Thankfully, there is a great tool for measuring patient happiness: The Net Promoter Score, otherwise known as NPS.

NPS can be used to measure overall patient satisfaction. It can be used to identify unhappy customers at each point of the patient journey. It can also be used to identify your biggest fans so you can ask them for referrals or google reviews.

The data you collect from NPS is essential to running an optimized practice.

In this post, you’ll learn:

• How to use the NPS to boost your clinical operations
• How to calculate your Net Promoter Score
• What does the NPS score mean
• The NPS template I use for my private clients

When was the last time you bought something on Amazon?

Do you recall looking at the number of reviews it had?