What’s more important: how much you spend on an advertising piece or the return on investment you get back from it?
I vote all chiropractic schools teach a class on how to figure the return on investment (ROI) for all the marketing a doctor will do in his practice.
There has been a lot of changes in our profession over the past 5-10 years. Many fads have come and gone. Some marketing techniques stuck around, others vanished.
But I’ve seen one problem continue without avail, and it infects our profession like the plague. Maybe you can tell me why it continues from year to year.
Here’s what i mean…
I just received the following correspondence from a doctor that uses my chiropractic ads in his practice (a few small details have been changed to protect the innocent party.)
I am having a difficult time getting my boss to let me use the ads. I was able to scrape up enough funds to run a full-page neuropathy ad for a reduced rate of $800. It brought in $11,000 in collections. You would think that my boss would want to continue running the ads, but all he can think about is the cost to run them, not the ROI of 13 to 1!
Now if you think this is crazy and could never happen, let me assure you it happens in chiropractors offices every single day.
Chiropractors get so strapped for cash, they can’t think straight. This is what the old timers called a subluxation between the ears!
I know, because for the first couple of years of my practice I was “doing stupid” too. All I could focus on was the money I needed to spend to do marketing.
But it only takes some big failures in business to realize it’s time for a change.
You see, we get in our heads that since marketing piece ‘A’ failed in the past, then marketing pieces B through Z will fail too. All marketing is the same right?
Wrong. Bad logic. The failure of marketing piece ‘A’ has nothing to do with marketing piece ‘B’. They may not even be in the same family.
Let’s say you blow $3000 on a website that doesn’t bring in a single patient. Does that mean newspaper ads, or radio, or referral marketing will be just as bad?
It took me some time to learn this, but I trust you’ll learn from my mistakes and start using good marketing now.
Let’s hope the above doctor’s boss realizes the same.
Measure you’re ROI. And make wise decisions based on the numbers you get.
Once you know what’s working, you an continue to ramp up your campaigns that work.
Be like Dr. B below, who realized it’s worth the expense to run an effective ad…
“Awesome results for the week! Final count of 83 appts made.
4 called back to cancel the appt because they just had injections
or surgery done. But overall that was awesome. Moving forward I
just hope we can handle the next ad with all of the new patients. I
am kind of nervous but I do want to keep working it while it’s