In the latest episode of the Grow Your Practice podcast, we dive into the rich insights from our “Market for Profit” session at boot camp held in Harrisburg. This session was dedicated to uncovering effective strategies to maximize the use of clinic space, efficiently schedule patient visits, and ultimately drive up revenue. Here’s how physical therapists can leverage these strategies to optimize their practices.

Filling Schedules and Utilizing Space

During the bootcamp, we explored the correlation between clinic size and patient visits. For instance, a 3000 square foot clinic should ideally handle about 300 patient visits per week to maximize space efficiency. If you’re seeing fewer visits than this, it’s time to reevaluate your use of space. Here’s a straightforward formula we discussed:

  • Space Utilization: For every 1000 square feet, aim for 100 patient visits per week.
  • Clinician Capacity: Ensure each clinician can handle 40 to 60 visits per week, maximizing their potential within the available space.

Reactivating Past Patients

Reactivations are the lowest hanging fruit in practice marketing, requiring minimal expense and effort. A simple “how are you” message can re-engage past patients, filling your schedule quickly. Here’s the process we recommend:

  1. Identify Past Patients: Look at your records from the last 6 months to 2 years.
  2. Send Personalized Messages: A simple text asking how they are can reignite their interest in your services.
  3. Follow Up: Engage with those who respond to schedule appointments.

Leveraging Referrals

Referrals are a goldmine for practice growth. We discussed three main sources:

  • Word of Mouth: Encourage satisfied patients to refer friends and family.
  • Professional Referrals: Engage with physicians, nurse practitioners, and other clinicians.
  • Community Partnerships: Connect with local businesses that can promote your services to their employees, especially those offering favorable insurance benefits.

Expanding Service Offerings

To counterbalance the effects of low reimbursement rates from insurance, consider expanding your service offerings. Techniques such as dry needling, laser therapy, and shockwave therapy not only enhance patient care but also add new revenue streams. Here’s how to implement:

  • Evaluate Profitable Services: Determine which services can be provided within your specialty that also offer higher reimbursement rates.
  • Educate Your Team: Ensure that all team members are proficient in new techniques.
  • Market New Services: Promote these new services to both existing and new patients.

Building a Strong Brand and Community Presence

A strong brand is essential for attracting new patients and retaining existing ones. Know your community; understanding the demographics and needs of your neighborhood will help you know how to market. Then, use educational workshops and active digital marketing strategies to build trust and raise visibility in your community.

At the end of the day…

Adopting these strategies can significantly increase both the operational and financial health of your physical therapy practice. By focusing on efficient space utilization, patient reactivation, strategic referrals, service expansion, and robust marketing, you can ensure sustainable growth and success. Watch the full episode for the full learning experience.

Apply for Profitability Under Pressure today. You’ll learn even more keys to increasing profit margins, connect with like-minded owners, and achieve financial stability and growth. Extended deadline is June 7th at 11:59PM EST.

Apply to Profitability Under Pressure where practice owners will learn how to use text messaging for profit and patient engagement, optimize hiring processes

In our most recent episode of the “Grow Your Practice” podcast, we had the pleasure of hosting Dr. Sterling Carter. As a multifaceted entrepreneur, motivational speaker, and seasoned physical therapist with a 25-year military background, Dr. Carter shared essential strategies for physical therapists looking to elevate their practices. His insights include tactics for negotiating with insurance companies and ensuring patient accountability.

Successful Negotiating with Insurance Companies

Dr. Carter has successfully renegotiated reimbursement rates with insurance providers, addressing a critical financial pressure point for many practices. He recommends several effective strategies:

  1. Preparation and Research: Understand and articulate the value your practice provides.
  2. Structured Communication: Draft clear and professional communications to outline your case.
  3. Persistence: Follow up persistently, as it often leads to success.

Ensuring Patient Accountability

The physical therapy entrepreneur employs several methods to enhance patient commitment and treatment outcomes:

  • Educational Workshops: He conducts free sessions that educate patients about their conditions and the benefits of physical therapy.
  • Structured Plans of Care: He clearly outlines treatment phases to help patients understand their journey.
  • Patient Contracts: Patients sign a form committing to their treatment plan and attendance, significantly improving adherence.

Expanding Practice Services

Understanding the value of upselling, Carter has broadened his practice’s offerings by adding specialized services such as dry needling, laser therapy, and shockwave therapy. These services not only enhance patient care but also boost revenue, helping to mitigate the impact of low insurance reimbursements.

Building a Brand and Community Presence

As an entrepreneur, Dr. Carter underscores the importance of a strong brand and active community engagement. By hosting educational workshops and effectively using digital marketing, his practice builds trust and increases visibility. These efforts are crucial for attracting and retaining patients in a competitive market.

Conclusion

Dr. Carter combines business acumen with a deep understanding of physical therapy’s clinical aspects. By adopting his strategies, therapists can enhance both the operational and financial health of their practices. We’re so excited that he was able to find success in growing his practice with our help at Breakthrough.

Remember, growing your practice is not just about adding more patients but optimizing every aspect of your operation, from insurance negotiations to patient accountability, marketing, and community involvement. If you’re ready to increase your profit margins by $10K guaranteed, apply for Profitability Under Pressure today. You’ll learn even more keys to increasing profit margins, connect with like-minded owners, and achieve financial stability and growth. Deadline is tonight, May 17th at 11:59PM EST.

Watch or listen to the full episode to hear all of Sterling Carter’s impressive professional journey.

Apply to Profitability Under Pressure where practice owners will learn how to use text messaging for profit and patient engagement, optimize hiring processes

The 10 Text Challenge to Increase Patient Reactivation

In the world of physical therapy, there was once a prevailing belief that providing high-quality care would naturally lead to a steady flow of patients through word-of-mouth referrals. However, the landscape has shifted dramatically, and relying solely on this approach is no longer sufficient. During our recent webinar, we discussed a powerful and straightforward strategy to enhance patient reactivation and grow your practice: text messaging. This blog post will delve into the strategies discussed, with a special focus on “The 10 Text Challenge.”

Why Use Text Messaging?

Text messaging offers a direct and personal way to communicate with your patients. It ensures immediate communication, as messages are typically read within minutes. Patients find text messages convenient and less intrusive compared to phone calls. Additionally, text messaging allows for personalized communication, increasing patient reactivation.

Implementing Text Messaging in Your Practice

To effectively integrate text messaging into your practice, start by collecting explicit patient consent to send text messages. Choose a reliable text messaging platform tailored for healthcare providers and segment your audience based on their treatment plans, preferences, and communication history. Personalize each message by using patient names and referencing their specific conditions or past treatments to ensure a personal touch.

The 10 Text Challenge

One of the most effective strategies we discussed in the webinar is “The 10 Text Challenge.” This challenge is designed to reactivate past patients and fill your schedule quickly. Here’s a brief overview:

  1. Prepare Your List: Focus on past patients from the last 6 months to 2 years, segmenting by payer and diagnosis.
  2. Craft Your Message: Keep it brief and personal. Example: “Hi [Patient Name], this is [Your Name] from [Your Practice]. It’s been [Time Period] since we last saw you for [Condition]. How are you doing?”
  3. Send and Monitor: Personalize each message and be ready to respond quickly.
  4. Respond and Engage: Use questions to show care and guide patients towards booking an appointment.

Ready to take your practice to the next level? Download our free 10 Text Challenge template!

Benefits of the 10 Text Challenge

The 10 Text Challenge offers numerous benefits for your practice. By sending personalized messages to past patients, you can achieve a high response rate, which leads to quick reactivations and appointments, increasing your practice’s revenue. The challenge enhances patient satisfaction by showing you care about their well-being and improves the overall efficiency and profitability of your practice, making it an essential part of any comprehensive physical therapy marketing strategy.

Try it out for yourself

Text messaging is a powerful tool for patient reactivation and driving practice growth. By implementing the 10 Text Challenge, you can quickly fill your schedule, improve patient engagement, and increase your revenue. If you’re ready to increase your profit margins by $10K guaranteed, apply for Profitability Under Pressure today. You’ll learn even more keys to increasing profit margins, connect with like-minded owners, and achieve financial stability and growth.

Apply to Profitability Under Pressure where practice owners will learn how to use text messaging for profit and patient engagement, optimize hiring processes

The $20M PT Marketing System

It’s crucial to understand the significance of marketing in any business, including the healthcare sector. The right marketing strategies could be the game-changer in shaping up your practice, whether it’s a chiropractic clinic or a physical therapy private practice. In this article, we unwrap key aspects of our “$20M Marketing System,” a system meticulously constructed over the past two decades.

At Madden & Gilbert PT, Chad Madden’s practice in Harrisburg, PA, they started from a modest 50 visits per week in 2003. Now they see about 2,500 visits per week. They’ve consistently focused on achieving 20% growth year over year.

Recently the Madden & Gilbert PT valuation done in 2023 was for $20.8M, up from $4M just six years prior.

A $20M physical therapy private practice is realistic – read on to learn the marketing system that can help you achieve this growth year over year.

Scaling Your Practice with the $20M Marketing System

The $20M Marketing System is a strategy developed in a private practice valued at $20.8 million, and refined in hundreds of physical therapy private practices across the country. This system is designed to provide practice owners with a structured pathway to consistent and significant growth in both patient numbers and revenue.

The Key Ingredient: Processes

A solid marketing system is essential for practice owners who aim to grow their businesses smoothly and sustainably. It involves a combination of proactive processes that help attract potential patients, maintain existing ones, and ensure a steady flow of revenue.

Establishing processes means creating consistent steps, scripts, or other routines that you and your staff can follow to reach your marketing goals.

The Five Pathways of New Patient Flow

There are five consistently valuable pathways for attracting new patients to a private practice. New patients are an essential aspect of any practice’s growth. Make sure you are tapping into these key channels:

1. Reactivations: Encourage past patients to come back for additional care.
2. Word-of-mouth referrals: Tap into your network of existing patients.
3. Physician referrals: Aquire patients referred by other clinicians.
4. Partner referrals: Develop partnerships with businesses that can promote your service.
5. Cold traffic marketing: Reaching out to potential patients who are not aware of your services and how you can help them.

Each pathway requires different strategies and processes—with the goal being to maintain a balance amongst all five, ensuring a steady patient flow.

It’s important to set up processes for all five of these resources to track and optimize marketing efforts for sustainable practice growth.

Common Pitfalls in Building Marketing Systems

While building a marketing system comes with numerous challenges, the key is to understand and avoid the common pitfalls. This could range from a lack of know-how, wherein owners may confuse a system with a process, box-checking strategies that could blur tracking end results, or underestimating the effort required in building a system. Choreographing multiple processes into a system requires immense planning and execution.

Creating the Perfect Marketing System

A marketing system consists of multiple processes designed to attract and retain patients. These processes can range from reactivations to cold traffic marketing strategies. The efficiency of these processes is critical for an effective system, and they should be designed with the specific characteristics of the practice in mind.

Reactivations

A reactivation process is particularly effective at bringing back past patients. This can be achieved using a range of techniques, including patient newsletters, email campaigns, text campaigns, and specialized conversion responses. This ensures a high retention rate and maintains a consistent patient base.

Cold Traffic Marketing

Cold traffic marketing, which refers to strategies that target people who are unaware of your practice, is integral in attracting new patients. Despite the challenges that can be involved in working with an unidentified audience, if approached correctly, it is possible to convert this into a resource for growth.

Building Your Marketing Team

Building a reliable marketing team is essential in leveraging these processes effectively. While an internal marketer might focus on reactivations and referrals, an external marketer can help in partner events and establishing professional referrals. In addition, ensuring trackability in your marketing processes is key to understanding what works best for your practice.

Harnessing the Power of Online Advertising

With today’s world becoming increasingly digital, online advertising is slowly overshadowing traditional methods. Platforms such as Facebook and Instagram offer opportunities to reach broad and diverse audiences. Designing effective online ad campaigns is crucial for any practice aiming to grow. They must also understand how to turn interactions into actual patients.

Conclusion

The $20M Marketing System offers an efficient and structured approach to growing your practice.

You can increase your patient base and revenue by combining reactivation, cold traffic, and effective online social media advertising.

I hope this serves as a testament to the power of sustainable growth strategies.

Want to learn more about scaling your practice? Sign up for a Practice Growth Strategy Call to see how the $20M Marketing System can work for your unique practice.

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Breakthrough - Unlock The 5 Key Sources of New Patient Flow For PT Private Practice

5 Key Flows For New Patients

In today’s hyper-competitive healthcare environment, keeping a steady flow of patients is crucial for the survival and growth of your physical therapy private practice. But where do new patients come from? They usually emanate from five key pathways. These pathways are essential routes to patient attraction and growth for any healthcare practice.

With each pathway, use the strategy listed to see more new patients come in your doors.

Understanding the Five Key Pathways of Patient Flow

Understanding these pathways can give you the insights you need to target each one effectively and optimize your overall physical therapy marketing strategy. Let’s take a deeper dive into these pathways and explore practical strategies to maximize each channel’s potential.

1. Reactivations: Bringing Back Past Patients

Reactivations refer to past patients returning for additional care. Reactivating past patients is an efficient way to bolster your patient list, as you’ve already established credibility and rapport with these patients.

  • Strategy: Maintain regular interaction with your patient list through newsletters, email campaigns, text messages, or personalized handwritten letters.

2. Word-of-Mouth Referrals: Leveraging Satisfied Patients

This pathway involves referrals from existing patients. Fostering word-of-mouth referrals involves maintaining a high quality of care, establishing strong rapport, and encouraging your satisfied patients to share their experiences.

  • Strategy: Implement a formal referral program incentivizing referrals with exclusive benefits or rewards.

3. Physician Referrals: Building Relationships with Healthcare Professionals

Maintain good relations with physicians, nurse practitioners, and other medical professionals to facilitate their referral process.

  • Strategy: Provide regular updates about your services and capacities to healthcare professionals.

4. Partner Referrals: Leveraging Business Partnerships

Form partnerships with gyms, yoga studios, large employers, or any organization serving your ideal clientele to promote your practice.

  • Strategy: Offer special packages and conduct workshops that are mutually beneficial to local businesses – you’ll be able to offer your services to their patrons and benefit from their marketing efforts.

5. Cold Traffic Marketing: Attracting Unknown Prospects

This pathway involves tapping into completely unknown prospects who aren’t familiar with your practice. Creative online advertising and focused marketing campaigns are essential here.

  • Strategy: Build a robust online presence, invest in direct response ads, adopt SEO practices, and build funnels (ads, landing pages, & automated emails) to attract your ideal patients.

Conclusion: Maximizing the Potential of Patient Flow

Understanding these five main pathways of patient flow is fundamental to boosting your practice’s growth. Tailoring strategies to accommodate each pathway will allow your physical therapy private practice to maximize the vast potential they collectively offer.

Recalibrating your physical therapy marketing efforts to embrace these pathways to patient flow will not only enhance your current patient base but will also set your practice on the path to profitability and sustainable growth. 

Ready to unlock the potential of these patient flows to attract more patients and supercharge your practice growth? Sign up for a Practice Growth Strategy Call to learn how you can optimize your marketing strategy today.

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How to get more patients: Fix your funnel. Get more patients out of your advertising spend.

Recently, Breakthrough Co-Founder Chad Madden and Customer Success Manager Daniel Mina hosted a webinar on the biggest marketing mistakes made in private practice physical therapy and chiropractic clinics. And how to get more patients by fixing a leaky funnel. 

The majority of practice owners — although they often don’t know it — are losing money spent on marketing. Usually, the culprit is not the marketing tactics themselves. The mistake is in not setting up and maintaining an ineffective follow-up process on marketing leads. This mistake creates a leaky funnel. 

What is a Leaky Funnel?

A leaky funnel is the secret killer of new patient opportunities. In a perfect world, when you get a new patient inquiry (whether through online advertising, referral, your website, etc), someone follows up with that lead by phone within several minutes of the patient inquiry coming through. The person handling this could be your front desk or office manager. If they’re adhering to best practices, they have a good conversation with the individual and follow up as many times as necessary (up to seven times) until that lead comes in for an initial patient evaluation. It’s then your clinician’s job to sign them up for a plan of care. 

The marketing funnel is how a marketing leads becomes a paying patient in a physical therapy or chiropractic clinic.

But what happens when this process is not followed closely? You start to get leads falling through the cracks — your funnel becomes leaky. While a lot of practice owners *think* this process is working perfectly for them, they lack the visibility to know that something is wrong. They end up missing out on a lot of patient opportunities. For most, something is going wrong at some step of that process and this creates a leaky funnel. We frequently see practices that don’t realize they have a problem!

The fact is, most practices generate  leads that never get followed up on. Some leads get followed up with too late, and some aren’t followed up with enough times. Ultimately, an ineffective follow-up process produces numerous drop-offs amongst would-be patients. 

What’s the Impact of a Leaky Funnel?

By now, you probably get the message: A leaky funnel is incredibly common and most practice owners don’t know it’s a problem. You could be losing out on dozens of patients each month and not even realize it. 

If you have a leaky funnel, you’re wasting money and getting a lower return on investment (ROI) on your marketing spend. Plus, you hurt your own brand reputation by not following patient inquiries all the way through to a plan of care. Those leads may go elsewhere to your competitors. Worse yet, those would-be patients of yours never get treated and their problem gets worse until they need surgery, injections, or pharmaceuticals. For the sake of your practice and the community you serve, it’s important to be able to identify and fix a leaky funnel. 

How Do I Know If I Have a Leaky Funnel? 

As a practice owner, it may not be obvious that you have a leaky funnel. It’s unlikely you get into the weeds around tracking leads and their follow-up. Most practice owners have poor visibility into metrics around lead follow-up. They’re usually not involved in lead follow-up on a day-to-basis. And if your team is working out of spreadsheets, it’s near impossible to pull out  learnings from the data. 

There are warning signs you can watch for to help identify a leaky funnel. Here are the warning signs to watch for, and helpful tips for fixing your leaks:

  • If the front desk or marketer seems busy and has a very hard time keeping up, then make sure you have a clear process for following up on leads. 
  • Alternatively, it may seem like things are in control, but if there’s no accountability for those who are following up on leads – or if you don’t measure this – then follow-up can often be delayed or skipped completely.
  • Best practices are for your marketer to follow up on a lead within a few minutes of lead creation by giving them a call.
  • Many leads that could be patients never convert if you only call leads a couple of times before giving up. Inefficient processes like these result in a lower ROI on your marketing spend.

How to Get More Patients: Fix Your Funnel! 

Most practices miss out on potential new patients by thinking their funnel ends when an individual in need responds to an ad. But conversing with potential patients, giving them workshops or assessments, and reviewing the results are also crucial steps toward enrolling patients or members.

Poor calling practices reduce the number of appointments scheduled from a given number of leads. Poor follow-up processes reduce the share of scheduled appointments that are kept. Some owners think email blasts are enough, but email is for driving patient interactions – not for sending people to the homepage of your website for the first time. 

What Your Staff Needs to Know

  1. Follow-up conversations turn interested individuals into actual leads.

    Do confirmation calls within five minutes of signup. If at first you don’t succeed at connecting, keep trying! Seven attempts is the power number, so aim for that. After 7 failed tries, connection becomes very unlikely. But hit ‘em hard in the first few days following their signup, and be sure to use multiple channels – like text, phone, email – for best results.

  2. Never say “If…” on a follow-up call.

    From hundreds of hours of call tracking data, we’ve identified a key trend that does NOT perform well. Ending on “If” statements. What we’re talking about are statements like: “If you’d like to schedule an appointment, just let me know.” At the point that “If” statements are used, a lead has typically already inquired about your practice and demonstrated interest. So instead of saying “If you’d like to come in,” you can assume they want to schedule an appointment. 

  3. Have Patient-Centric Follow-up Calls.

    What should you train your staff to say instead of ‘If’ statements? After a short introduction, ask your potential patients questions about them and their pain. What’s their health concern? How long has it been going on? What have they tried for treatment? Patient-centric conversations turn leads into patients; talking about how great your practice is doesn’t. After plenty of discovery questions, your caller can ask, “Do you want to get that taken care of?” “When’s a good time to start the healing process? We have time on Monday at 11am or after 3pm, what time works for you?” 

  4. Use Initial Evaluations and Free Screenings as a Conversion Mechanism.

    The goal: to raise awareness and increase patient respect for the treatment plan. A killer exam begins by asking what their pain is stopping them from doing. Next, consider their history, including whether they’ve had PT before. Then test, treat, and re-test their issue. Help them understand the cause of the problem in lay language. Afterwards, formulate a treatment plan agreement, along with a financial plan and schedule for their treatment. Track who among your staff is best at converting new patients at this stage, so you can work to get your whole team to that level.

How Breakthrough Can Help 

Breakthrough offers a complete, all-in-one Patient Demand Platform that empowers practice owners and their staff to:

  1.  Attract patient leads through proven, top-performing marketing campaigns 
  2. Track leads through the funnel and easily identify stages of the funnel that need improvement. Plus, access hundreds of hours of training content to help your staff more effectively turn leads into patients.
  3. Gain visibility through measurement and intuitive dashboards.  Do more of what’s working and less of what’s not. 

A patient demand platform is the simple, repeatable way to consistently grow your practice by attracting leads, converting patients, and measuring success.

How would you like to have a team of experts audit and fix your funnel to fill up your practice?  

Request a free consultation today.  

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How to get more patients with Google advertising and YouTube ads. Physical therapy marketing to get more patients. Chiropractic marketing strategies to get more patients.

Do Google and YouTube Ads Work for Attracting Physical Therapy and Chiropractic Patients?

Whether you’re a private practice physical therapist or a chiropractic clinic owner, you need to get more patients coming into your practice on a consistent basis. Consistency is the key. The alternative — busy periods followed by significant slow-downs — is simply not sustainable. Whether caused by seasonality, macroeconomic conditions, or changes in your marketing, this type of rollercoaster scenario makes financial planning for the future nearly impossible. 

Online advertising can help bring stability to your practice by increasing demand for your services in your community. Regardless of how marketing savvy you are or aren’t, you can get started with Google advertising and YouTube ads to reach people in your community who need your help. These platforms offer some of the most effective marketing plays available to you today.

Getting Started with Online Advertising 

Advertising can be overwhelming at the beginning and does require some management and upkeep. You can reach a massive audience with the click of a button, but it will burn money very quickly if you aren’t careful with your targeting. 

In this article, we will share the do’s and don’ts of online advertising to help you get started. We’ll go over why you might choose one platform over another. Our focus will be on two of the biggest advertising platforms: Google Ads and YouTube. They’re both owned by Google, and they leverage respectively the largest and second largest search engine in the world. 

Hundreds of millions of people visit these websites every day, and among them, are those who need your services. Thus, knowing when and how to use these platforms will give your practice a consistent patient flow. That way, you can focus on growing your business, rather than hunting for patients.

How to Choose Your Advertising Platforms

Picking the right advertising platform is a challenge in itself. Choices abound, and all of them offer powerful features that make reaching the right people a breeze. 

What you want from an advertising platform is:

  • People who need your service
  • Targeting option that lets you connect to these people
  • Reach them when they are interested in buying from you

The first step in choosing where to allocate your marketing efforts is understanding who uses these platforms, and how

Let’s take Facebook for example. It is very likely that at least some of the people on it need your service, if not now in the future. But most of them are scrolling their feeds looking for entertainment. They will see various ads during their scrolling, but they probably aren’t looking for a solution to their problem while on Facebook. 

These people might notice your clinic’s ad, and even take a mental note of it, but the chances of them scheduling an appointment through a Facebook ad are lower than other platforms. Unless you are doing retargeting advertising on Facebook, this audience will likely be less familiar with physical therapy or chiropractic care. 

In contrast, someone conducting a Google Search for ‘chiropractic care near me’ indicates a much stronger awareness level and demonstrates higher intent to move forward with care. 

YouTube is similar to Facebook in that people use it primarily for entertainment. But it has advantages, such as being video-based. Videos tend to be more memorable than image or text. 

All three platforms can be effective tools for advertising your practice. To learn more about Facebook advertising, check out our earlier post on Facebook Marketing Strategies.  

Read on to learn more about how to get more patients advertising on Google and YouTube.

Why Advertise on Google?

Google is the world’s biggest website. With 45.41 billion monthly visits (November 2021), you can expect basically the entire population to use it. Between 90% and 95% of online searches are done through Google. 

But the wide reach isn’t the main reason we suggest using Google Ads. What makes this platform so valuable is how you can target keywords that highlight a specific intent. For example, when a user types in the search bar “physical therapist near me” you know that—most of the time—they are looking for a PT to visit them.

Compare this with TV or Facebook advertising. You’re interrupting people’s activity (enjoying a movie or scrolling through their feed) to market your service. People who see these ads most likely don’t need your services at the moment, so you won’t see much new business as a result.

Not to say that these advertising methods don’t work, because they do; they just achieve different goals. 

With Google Ads, you can reach the people who are looking to buy, and present them with the solution they need. 

Why Advertise on YouTube?

YouTube is a completely different beast. It’s the world’s 2nd most used search engine, with over 126 million unique users just in the United States. 

Advertising your clinic on YouTube offers a unique set of advantages over other platforms:

  • Videos are more memorable than text or images
  • It’s cost-effective
  • People can see who is actually going to take care of them
  • People can get a feel for the experience they’ll get in your clinic

Advertising on YouTube is also more challenging than on other platforms. Good videos are harder to produce, but this is an advantage if you think about it. How many other clinics are willing to invest in video production? You have way lower competition on YouTube.

Common Advertising Mistakes 

Creating performance ad campaigns is a mix of art and science. It’s also quite complicated when you’re a beginner, but even beginners can start seeing results by knowing the common pitfalls of online advertising.

The most common advertising mistake we see happen over and over is a lack of direction. We’ve seen clinics set campaigns that target everyone, and therefore they ended up targeting nobody. 

You need to know exactly who your ideal customer is, and how to best reach them. When you’re creating a campaign, do it with a specific target in mind. Targeting everyone will exponentially increase your costs and make you miss a lot of clients. 

The second most common mistake we see is making the ads all about you/your service. People don’t really care about you or your clinic. They have a problem and want it solved as quickly as possible. Writing patient-centric copy is crucial to getting people interested in your service. If you’re doing video ads, then start with a strong hook, don’t try to sell your service immediately.

Last, we see people who don’t test new ads regularly, or who give up too early. Your first few ads will most likely perform poorly, you need real-world data to adjust your messaging and see what resonates with your patients. 

This might seem complicated at first, but creating an advertising campaign that gets you sales is easier than you think.  

How to Get More Patients: Online Advertising Best Practices

If you want to build a campaign that will grow your practice, you need to follow a few simple steps:

  • Spend a lot of time on keyword research: Keyword research is the most important step in creating online campaigns. Put yourself in your patient’s shoes. What would someone with their issues search on Google/YouTube? And of those searches, which ones are likely to bring you a sale? For example, if someone types “why does my back hurt” they’re most likely looking for exercises, not for a physical therapist. If, instead, they type “who can fix back pain” they’re way more likely to click on your ad.

 

  • Use geo-targeting: A person who lives far away from you is unlikely to come to your clinic. Keep the advertising targeted around you. Also, think of what issue you’re dealing with. Someone with knee pain would rather get to the closest physician possible, and someone with shoulder pain would most likely avoid driving. 
  • Set up a sales funnel: Ads are only a small part of the customer journey. You can’t rely on them entirely. Make sure you have a system that takes people from not knowing you to becoming a loyal customers of yours. Your ads should get people to your clinic, and once they’re there, get them into an email/texting funnel. Another thing to consider is retargeting: not everyone who clicks on your ad will buy immediately, but if you keep poking at them, eventually they will. 
  • Tailor your messages for your ideal customers: You can’t please everyone. When you write your copy or video script, make sure it’s custom-made for your ideal customers. Don’t use generic ads like “We’re the best clinic in [location]”. Think about your customers: what do they need help with? Always create your ads with your ideal customer in mind.
  • If you follow all of these steps, you’ll create a strong marketing campaign that will bring in leads. But you must be careful, as Google’s ad guidelines are way more stringent when it comes to healthcare.

How to Avoid Setbacks and Ad Rejections

Google has a strict set of regulations regarding healthcare advertising. And every ad that doesn’t follow these regulations gets rejected, losing you money and visibility. 

Before publishing an ad, make sure it follows these guidelines. The main things to keep in mind are:

  • You aren’t allowed to hint at knowing the user has a certain medical condition, as it’s private data. Even if Google knows it, it can’t use it to target these people. Avoid asking things like “Hate your [condition]? Here’s how to treat it”.
  • You can’t promise results. Even if you are 100% certain your treatment will solve the user’s pain, you aren’t allowed to say it. You can say you’ll help them with managing pain, or alleviating the symptoms, but 
  • Do not, under any circumstance, mention chronic medical conditions. Words like diabetes or cancer should never ever appear in your ads.

An important thing to note is that Google, unlike Facebook/Instagram, also scans your landing page (where users end up when they click your ad) in your ad’s evaluation. This applies to everything in your landing page, including testimonials. So, make sure your landing page also follows these guidelines.

How to Turn Advertising Leads Into More Patients

Once the right people have interacted with your ad online, they’ll schedule an appointment with your clinic. This is where your staff’s qualities have a chance to shine. People will get to your clinic, and interact with your front office and doctors. 

You want your physicians to be top-notch and care for their patients. If a patient feels like they’ve received great treatment, they’ll gladly come back. They’ll also tell their relatives and friends about you. 

Want to create a constant patient flow through online advertising? Request a demo today to harness the power of online advertising and marketing automation.