Every time you pay money for your marketing, you should include a special offer. (If you’re worried about how offers make our profession look, see my previous article here.) What’s the best offer price for your advertising?
When I wrote my Ultimate Chiropractic Ads, I placed an example offer inside all of the ads. In most cases I set the offer price in the range between $30 and $50.
But now I’m giving different advice.
Let me explain…
What I taught before was that you should raise or lower the price slightly, adjusting for the number of new patients that you would want and the quality of the patient.
In most cases, the higher the cost the better the quality of the patient is going to be. By quality I mean more open to your recommendations, easier to convert to care, and overall a better patient. For example, it’s generally thought that to have a $49 offer for an evaluation, you’re going to find a better quality patient than you would if you ran an ad for $15.
If you lower the price to $15, you would get more patients, but you’re going to also notice a lot of just freebie seekers. A general rule is $20 or less, your quality is going to drastically drop.
If it’s a specialized ad — fibromyalgia, decompression, cold laser, neuropathy — you’re going to want to do a higher price. This is because the patient is really wanting some help and they have not been able to find it anywhere else.
But even though they are more desperate for help, they’re also more cautious of offers that sound “too good to be true”. Because they’ve had such a hard time finding help, and they’ve gone to higher priced specialists, they assume a doctor who can really help is not going to be cheap.
So that’s what I used to tell the doctors using my ads. But recent data and feedback has convinced me to adjust this recommendation.
Because doctors didn’t want to get a lot of people wasting their time, and (maybe) because they already had issues with giving a discount, many chose to go with the higher price.
Now I’m not sure if it’s the recession still hanging around, or possibly just the new economy we’re in…but higher priced offers are not working well in most areas.
Lower priced offers are working extremely well though!
So what I advise now is just to take the range down to match this new economy. Use an offer between $15 and $30 now. You’re only giving up $10- $15 from the range I mentioned above, but you’ll get lots more new patients. Which would give a huge ROI after factoring in all the patients who will start care.
So the question is this:
Would you rather have a higher priced offer with little to no new patients (low ROI!)…or a slightly lower priced offer with tons of new patients (awesome ROI)?
Hopefully you’ll choose the latter.
If you’re using my ads, make this adjustment and you’ll see even better results. If you’re not using my ads, you can try the advice I give above with whatever ads you’re using. But I can’t guarantee it will help if the rest of the ad is written poorly. The offer is important, but won’t matter one bit if no one ever gets to it in the ad.
Chiropractic newspaper ads are still working great, regardless of what the naysayers are telling you. Here’s an email I recently received from a doctor…
Hi Dr. Beck,
I ran an ad as 21,500 inserts in a free paper; printing cost $515.41. Distribution for inserts cost me $376.25 = total of $891.25 combined 15 day only offer of $35 expired 9-6-11;
Grand total= $17,490.00 collected with residual collections for multiple payment program option uncollected yet. Table now filled for next 6.5 weeks!
27 new SD patients were scheduled!” – Dr. Rich McKay