In this episode of the Medical Practice Marketing podcast, CEO Matt Coffy gives an in depth look at ProfitEngines by CustomerBloom. You will see actual ad campaigns and results, and learn everything that goes into building a ProfitEngine for a medical practitioner.
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02:42: 3 Quadrants of a ProfitEngine
04:12: What comes between the offer and the landing page?
06:19: Content strategy
07:50: Importance of a simple landing page
11:19: Retargeting strategy
14:18: They converted… Now what?
14:51: Building a successful review strategy
16:59: A real look at one of our practitioner’s dashboards
21:00: Phone Traffic and exactly where it’s coming from.
OK welcome to another episode of the Medical Practice Marketing Podcast. My name’s Matt Coffy. You’re in for a treat today. I am going to go through a lot of really cool visual stuff related to the ProfitEngines that we build for practitioners.
We’re going to go through some dashboards and show you some under the hood stuff. You know this is the type of material that if you’re able to watch this, you probably get a better idea. So if you’re watching this on the podcast or in YouTube that’s great. If not I’ll do as best I can to visually describe this if you’re just listening to this. But really what’s cool and I say this because of the fact that there is some very good dashboarding that I’m going to go through that describes what most practitioners really want to understand. And I was on a recent podcast with another medical marketing group and they really were interested. I believe from my discussion with them about getting the most out of your marketing dollars. I think that’s really what ends up being the big question in a lot of the practitioners we work with, especially ones that are interested in making it change for the better. I mean really we’re taking someone from a current position and moving them through the phase of understanding and getting educated to become aware that there are better ways to do marketing today and it’s something that needs to be explained but marketing is esoteric a lot and there’s a lot of discussion around how do we present and help practitioners find the light in their practice. You know literally the light switch goes on and goes “Oh I didn’t know X Y and Z.”
And I think that’s because in general practitioners who really are gone through educational processes to deliver great services and have great bedside manner and really have a wonderful patient experience have never really seen the underneath of a true marketing campaign. So I’m going to go through a lot of that today. It will be a really cool podcast for you to review if you want to see this again visually but I’m going to talk about this and we’re going to start with our engine.
So really our engine is based off of three quadrants. The offer, the landing page and the conversion. If you have those three things in order, things become much easier for your practice. It’s just that simple. Offer, landing page, conversion. We basically start with those three points to get started. Now the offer can be something as simple as a percentage off, the offer can be a free MRI review. The offer can be a ability to give a dollar amount off, the offer could even be just a straight out “Come see us and we have a great service”. But I want to make sure that if we go through this you can see that really what I look at is having an offer. We do a lot of first time visits especially for practitioners who are in the wellness, med spa, aesthetics, fertility. A lot of the questions is just trying to get to the trigger started. Patients start their journey just by trying to figure out “Hey what can I do to solve my X Y Z problem”. And they just need a little kick over the fence to get them started to get engaged.
Now that might not actually make that appointment at that point but you’ve got them interested. So a short clear desirable offer for the customer. So think about your practice and what your offer is. Now between the offer and the landing page, we have three different categories of real activity. They relate to the vehicles that drive most of the traffic today on the digital space which is paid ads, content and email. We mainly concentrate really in the paid ad category because of instant gratification. The reason why is that you’ve got the carriers like Facebook and Google and Bing and Instagram and all of these platforms that literally are on people’s phone. Their phone is the television set of today. They are on there and the front of their phone are the television channels and those channels are Facebook, Instagram, Google.
But really if you looked at someone’s front of their phone that’s their television set and their channel selection. And I think this is where you need to think in the paid category as we get down to looking at paid ads. We can see that we look at the types of ads in Facebook which might be lead ads which drive people right to a form. We have the actual sign up forms which go to selected services in this case if you can see. We also have things that might be just straight out text ads that go right to a phone call. So we can literally take someone from Google and bring them into the traffic coordinate of basically allowing direct phone traffic from a cell phone.
So there’s no even landing page in some cases where the landing page is basically the office. A lot of people don’t realize that if you do paid ads you can actually get people to come into your office without even having a landing page. And that’s pretty interesting. We start off a lot of practitioners just by running some simple phone traffic to their site. That helps a lot of coordination. Content, so basically content is anything that you produce from your blog. If you have a webinars or a podcast or any actual organic content that you might be posting in Facebook, Instagram anything that’s basically related to the topics that you support your customer or your patient with. And then of course emails. So we’ve had a lot of success with basically the email strategy. Either an existing list that’s already been tabulated over the years the practice has been in or by building the list with the practitioner which is interesting because there’s lots of ways to build e-mail lists especially when you start to provide offers.
You’re going to start to collect emails on the front end. So if we look at the offer and we have a 15 percent off your first visit, that can go back and be a paid ad strategy to the practitioner because really what’s happening is that they’re coming back through a paid ad going to the offer and then collecting email for that simple 15 percent off any service and that could be a pop up that comes into fold when someone gets to the website or tries to roll off the website and is given an opportunity to again claim an offer. Very simple stuff, just needs to be included. Now as I mentioned the big thing after the offer and then the vehicle conduits for the traffic meaning email, paid ads, content is landing pages.
Now to us landing pages are really where the action starts to happen. If you build beautiful landing pages with clear calls to action, simple phone based. Remember 70 % of your decisions now are starting on someone’s mobile device whether it’s a tablet a small device such as a phone even think about it how quickly things are moving into voice and those things are going to happen very quickly. Where we’re going to have to think through with practitioners your entire strategy around the categories that are starting to come into the fold. Right now 90 % of the traffic that we see is being converted from these beautiful landing pages. And what ends up happening is that there’s an offer. In this case you can see a $200 offer that’s roughly about a 30 percent discount for that particular case which is Botox, you see claiming an offer for 20 percent.
Again these all have what we call some cadence with or with the individual practitioners patient base. That doesn’t mean that this is necessarily always the case when you have a landing page that’s a discount . Again it could be as simple as a free MRI check or a ability for a free consultation or something that really gets the patient to take action. Now the reason why we try and get the offers straightened out first is because if you build landing pages without really thinking through the offer process, you end up having challenges with really building out campaigns from a retargeting standpoint. And that’s really the next basis. When people hit the landing page they may or may not take the offer but if you think about this if your offer is strong enough someone might say “OK well that was good and it makes sense in that page seems straightforward. I’m just not ready yet I’m thinking about it.” They clicked the back button and they’re gone but now they’ve touched your site. They’ve come through the offer they’ve come through a conduit of ad strategy or content or e-mail in the first place. Now you’ve got them in the retargeting bin. So what that means is once they’re on your site, you can hit their browser up with a pixel or in Google world it’s called a cookie and those browser based retargeting structures now return people back to the ad as they go back into their channel. So if they go back in to Facebook does start to see your ads again that are generated from being at your page. Same thing with Google. The retargeting starts and the banner ads can start retargeting you as you travel through the web because of the fact that Google and Facebook are built on platforms where they do behavioral tactics, meaning that they look at your behavior over time and then they feed you what you are more likely to purchase or decide to click on because that’s how they get paid. They get paid from people clicking on things to get ad revenue spent.'Now the reason why we try and get the offers straightened out first is because if you build landing pages without really thinking through the offer process, you end up having challenges with building out campaigns from a retargeting standpoint.'Click To Tweet
So the better that you build your retargeting strategy and the better that you start to think through your offer and strong landing pages that are really good and complete and make someone feel comfortable whether or not they decide to purchase or they decide to take a service or sign up for an appointment at that points not inconsequential compared to making sure that they’re being retargeted and they’re in your system and that’s why this is an engine. So once the engine is started and they’ve gone past the retargeting and let’s say they’ve come around again to come back to your landing page through retargeting or through another e-mail marketing blast. Now they claim the offer, so once we’ve hit the claim we can see that there are patients that request time and in some respects whether they’ve come in and they’ve sent a form for that claim or they’ve made a phone call based off of the claim on how they’re directed through the website, we’re even getting them to claim right online. So we can get them through a process of either integrating with an automated programming interface into your existing scheduling tool or schedule them right on Google calendar. And then you can go back and confirm them.
So what’s interesting is that we have a preponderance of practitioners now asking us to setup automated programming so that someone can see an offer, go to a landing page, be retargeted, claim the offer and then go right onto a calendar and I’ll show you that shortly how that’s happening and having an impact. Remember your patient once they’ve gotten down the funnel, the sales funnel is really at the end all they want to do is solve their problem. They don’t necessarily need to be explained in 70 different ways how good you are. They’re trying to make a decision based off of simplicity, trust and sort of what you would consider today in the Internet world “stupid proofed”. And I mean this by if you can’t figure out how to get someone who’s driving down the highway with their thumb able to make an appointment you’re missing the boat. Because a lot of people are just trying to solve their problem. At that moment of time and if you can make it easy for them you win again. Make it stupid proof and that’s the whole point we try and bring to our practitioners is to think about this model the Profit Engines model as building a simple engine that creates simple actions to drive behaviors to get people to book onto your calendar. And if you can make it easy for them to move through this process, build their trust, repeat the activities that would make them feel that you’re a worthy contender for whatever service they need or whatever solution they need. Things happen quickly.'Remember once your patient's gotten down the sales funnel, at the end all they want to do is solve their problem.'Click To Tweet
And the reason why it’s been working is that once we get to conversion. Once we get to having this conversion happen, we start to then generate a back flow and the back flow is okay great, we have someone on the calendar. Now we’re going to be sending them out an advocacy strategy where we’re going to be sending them post appointment and post activity. A experienced strategy.
Now you can see in this particular case, this practitioners got 150 reviews five stars. So how do we do that? Well again this all goes to automation and repeating. So the advocacy is done post appointment through a simple automated tool that brings people through who have already been in the system. So we’ve got their e-mail, we’ve got their strategy for their potential solution already built into the offer strategy. So they’re coming through, claiming an offer, getting to a landing page, converting into an appointment and then there’s a cadence after that that sends out an email or text message for them to then go back and review and go into Yelp or Google or Facebook or Healthgrades or whatever your review platform that you need in order to build up your trust factor.
A lot of people are going to look at your reviews and make a decision based off of that and especially in Facebook if you’re connected to a lot of local community, if you’ve got a lot of good reviews there’s bound to be someone in there potentially if you’re in a somewhat of a regional community that’s connected to someone that you connect to that’s connected. So there’s a skin or a surface here of making sure that you complete the whole process.
Now what’s important to most practitioners at the end as I mentioned from the very beginning of this individual podcast was the reporting on what really am I getting for by marketing dollars? And that patient journey to value. Right. So we’ve created all these steps in between. Now what is the cost per lead and what’s my return on investment? This is where it gets interesting. So what we do is think about the process and we actually show you.
So I’m going to give you some more dialogue on this so you can see in this particular case. So we’re going to look at a practitioner’s scoreboard. So in this case we’re looking at the traffic that’s been driven and we can see really that they’re starting to drive a consistency of behavior, we’re starting to see consistency over time and we see conversion rates and we see all of the things that a normal marketing company can deliver from Analytics but we’re seeing it in a real time real screen that can be basically sent to a phone which is important. So you’ll know whether or not Goal completions are done. And when I talk about goal completions what I mean is that are we hitting the numbers? So in this case you can see really what someone wants to know is “what are my total online appointments for the last 30 days?” In this case there’s 158 driven total online appointments. We can see total first time calls here 217 total calls 122 were first time callers and now you can see the real story which is that if you you’re watching this next to this box here is in this particular case we’re getting down to individual campaigns and who booked online and who claimed. So you can see in this particular case where we have Botox campaigns. Forty four people claimed the offer but 19 of those people claimed bookings right onto a calendar. So we went from ad, offer, landing page, conversion to booking without anybody picking up the phone. Now of course they have to call back and confirm the appointment.
But the real deal is that this represents pure unadulterated cash flow into a practice without any touch. So it’s gone from I spent X dollars on ads, I got X dollars out and now you can see the cost per conversion down here which is you’ve got a cost per conversion at one hundred thirteen dollars per lead in Botox. And that really shows what you’re spending.
Now you know the return on typically these Botox environments could be thousands if not tens of thousands of dollars. So you’re really getting an ROI here. And so that’s why we’re trying to make sure you can see real stuff. Now you can see more of this activity which is goal completions. Again the appointments that are being driven and even if you want to we can get into more details with specific spent money in each campaign. What the conversions were over the last 30 days and really digging into what the cost per lead comes down because at the end of the day if you’re spending money you want to know what you’re getting for it. So all of these types of dashboards show us some of the impact on each individual campaign. Now you can get as deep as you want in the reporting but most practitioners really want to see the basics, which are how many online appointments did I get? How many first time calls did I get? How per campaign how many claims or bookings did I get per campaign? And those can be set up really with any type of different frameworks. But what’s cool is that it’s real time. And it goes right on your phone as an application.
So if we look at this from a phone and we were on let’s just say looking at goal completions, we would see really what’s happening on a day to day basis and that heartbeat ability to see this stuff in real time really becomes more valuable because you know whether or not you’re heading in the right direction, wrong direction or you need to change things up or you’re really not happy with cost per leads. You can start to adjust campaigns or stop campaigns because maybe they’re just not effective.
The last thing I want to just show you from a visual standpoint which I think is important is looking at call traffic and understanding where calls are coming from. This is a call log from a practitioner where we see the activities that are coming in per phone call. You can see each individual location has a call factor. And what’s really interesting which is that people say “am I getting calls directly from my social media ads?” And we can see just in the recent day, here’s a Facebook based phone call that came from one of the tracking ads. So we know that. I mean this is the first one I just pulled up that Facebook is driving phone calls not just leads back to landing pages but with direct access.
So people are going in, spending time on their channels. And I mentioned the channels within the phone and going direct from ads making phone calls directly from it. And a lot of people question whether or not social media has an impact on their practice or not. And I will tell you it’s starting to look like that the bigger impact is coming from consistency, retargeting and being able to make sure that your phone number and your information is in front of clients who have touched your site and they may not make a decision today, next week, next month, but that fourth hit or fifth or 10th hit and they finally go “oh I’ve seen this before, there’s a phone number.” Right.
So think about making sure when your ads try not to make this a game of whether or not a particular channel works or not. But being consistent in all channels so that your branding is strong. Now this is a pretty detailed long podcast and I don’t usually get into this that deeply because I think we might lose people a long way but I hope you stayed to the end.
If you’re interested in building your own ProfitEngine for your practice taking advantage of building simple line based architecture like you see in this particular diagram if you’re watching this. We will build this for you based off of your services, your products and your particular specialty. Each one that we build is customized for the practitioner based on their requirements. These work and the key and this is the last thing I’ll leave you with is tuning in the engine.
So each week we actually go in and look at our ProfitEngines and this is a spreadsheet just showing you. And we look at each category what the spends are and each week we’re actually adjusting the spend category strategy and you can see in this particular spreadsheet, we’ve got a whole bunch of different campaigns, different categories and we try and improve on the cost per lead each week on each category in each campaign for each doctor. Very rare we see this out in the market. So that ProfitEngine and ProfitEngine tuning combined are what drives a better return on investment.
Hope this helps. We’ll see you in the next episode.