September 19, 2025 • 20 mins
Something significant happened in early 2025 that's affecting chiropractors across the country - Meta rolled out their new AI systems, completely changing how Facebook ads work. The precision targeting tools we relied on for years have vanished, replaced by artificial intelligence making decisions about who sees your ads. The results? Lower quality leads, inconsistent delivery, and a lot of frustrated practice owners wondering why their marketing suddenly stopped performing.
This shift matters deeply for local healthcare providers. While Facebook made creating ads simpler with just a few clicks, they removed the precise geographic and demographic targeting that made the platform so effective for chiropractors. We don't need to reach everyone - we need to reach the right people within a few miles of our office who are actively looking for our specific services.
The good news? There are practical solutions that work in this new AI-driven landscape. Start by simplifying your campaign structures and letting Meta's algorithm learn from broader campaigns. Create compelling video content that tells local stories and showcases patient journeys. Upload your existing patient and lead lists to teach the AI about your ideal prospects. Most importantly, strengthen your follow-up systems - consider using landing pages with prepayment options instead of simple lead forms to filter for serious prospects.
Facebook ads aren't broken forever - we've just experienced a major crash and now need to rebuild our approach. The chiropractors who adapt by focusing on creative content and robust systems rather than targeting parameters will thrive while others quit in frustration. Take time this week to analyze your recent leads - how many actually showed up? How quickly did your team follow up? That's where your ads are truly won or lost in this new era.
- Join Marketing 101 for Chiropractors Facebook Group here
- Learn more at EnricoD.com
- Book a free discovery call with Enrico to level up your business
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:03):
If you've noticed your Facebook ads aren't working
anymore, you're not imaginingit.
The truth is, ads don't worklike they used to.
Since Meta rolled out their newAI systems over the last two
years and finally launched themat the beginning of 2025,
chiropractors across the boardare seeing a major drop in
results.
(00:23):
You're not crazy docs.
There has been a major change.
Welcome to another episode ofMarketing 101 for Chiropractors,
where I keep you ahead of thecurve.
And the curve now is AI.
Let's be honest with it.
It's doing its thing.
It broke the system.
It really did because we weretargeting in local audiences
using your metapixels and datathat you were building over time
(00:44):
, and AI came in and was likenope, we're going to do better.
But in order to do better, theyhave to relearn the whole thing
, and they're relearning fromthe top down, which means big
business, big industry.
We're not big industry, so theyare targeting, not targeting,
but they're getting dataglobally and that doesn't help
us when we're trying to targetseven miles around our office.
(01:04):
It doesn't really work.
So what's really changed is theAI takeover, and you're feeling
it, you're noticing it.
Ads aren't working like theyused to.
Meta rebuilt its ads platformand launched it on us.
I felt it March 2025.
So that first quarter, that'swhen it went.
Instead of letting us targetpeople precisely as before, AI
(01:25):
is now making all the decisions.
You can easily make an ad nowon Facebook.
That was their whole point.
It was like how do we just getpeople to do more advertising?
Smart on Facebook's side, getin there and create an ad,
create a lead ad, create atarget ad, create an audience ad
.
You're all set.
Awareness campaign, whateveryou want.
Click target ad, create anaudience ad.
You're all set.
Awareness campaign, whateveryou want.
(01:45):
Click, click, click, click,click.
Video picture boom.
That's what they wanted was tomake it super simple and even
though they did, they said justtrust the AI, do the recommended
settings, do this stuff.
It's left us kind of hanging andI know you feel this.
There's been a shift, even ifyou're still I'm still using ads
, we're still getting newpatients from it, but boy is it
messier than it was, and I feltit.
I know you're feeling itbecause I coach a lot of you and
(02:06):
you give me a lot of feedbackand I run a lot of your ads and
I see it across the board.
So anyone that's sayingotherwise is lucky and they're
getting the same volume ofpatients.
So the impact from all this isdefinitely lower lead quality.
When docs are calling me sayingdude, like people are just bad,
like they don't speak English,they you know.
When docs are calling me sayingdude, people are just bad, they
don't speak English.
What's happening?
How are we targeting thesewrong people?
(02:27):
They point the finger at me.
I'm like we're trying here,we're trying to give as much as
we can, but we don't have thedemographic picks like we used
to five years ago.
Those are all gone, so we onlyhave a certain amount of things
that we can use for AI to figurethis all out.
Ads are getting shown to thewrong people.
There's inconsistent delivery,same ad hitting widely different
(02:47):
audiences.
You're like why last week wegot five and this week zero?
What is going on with the leads?
Yes, learning phase feelsbroken or like it's starting
from scratch.
You're right, you may be stuckin the learning phase in a lot
of your ads and you're likewhat's going on?
I just ran a very similar adsix months ago.
Why is it still in the learningphase?
Or even if you pay attention tothese details, it matters to
(03:09):
chiropractors specifically,because local businesses need
precision and quality, not justvolume.
We know we can get the leadsand that's been the thing.
The lead volume is still there.
We can generate 200 leads in amonth, in a couple of months,
two months, three months.
We can do it, but the leadquality isn't there.
Can we keep up with it?
And because lead quality isrougher, it's even more strain
(03:32):
on your team to make all thecalls necessary to get these
people in it's nuts.
And then the automation.
I feel like the world is justgetting numb to automation,
getting numb to text messaging,getting numb to messaging and
emails.
They're getting numb again.
They're like I'm not going tocheck it.
I don't check most of my textsmyself.
It's just the world we're in.
We're just bombarded withmarketing from our healthcare
(03:54):
premium people, from our carinsurance, from roofing
companies I mean everyone.
Insurance companies areswarming texting and phone calls
and call centers like crazybecause they need volume to
capture the fish, and that's thegame we do not want to play.
So, even though there's atargeting thing going on,
(04:14):
there's some practical solutionsand actionable steps that we
can take to optimize the toolsthat we have.
I know some of you don't wantto quit the Facebook stuff, and
I'm not saying that.
That's not what this podcast isabout.
It's to optimize our Facebookads and what we can do to
improve them.
We need to simplify thecampaign structures.
Stop running 10 different adsets.
(04:37):
Let Meta AI test with fewerbroader campaigns, fewer broader
campaigns.
So have one ad set, run two,three, four ad types pictures
and videos and let it do itsthing for a while.
The first week is painful.
Let it do its thing.
Use better creative Copy andvideo should do the targeting
(05:01):
for you.
Use great hooks, localstorytelling and testimonials
and patient journeys and justcut through the noise.
Get through it.
Have a patient you know walkingin, lying down on the table,
getting adjusted, smiling,getting on up, doing your thing
that you do you know getting andthen them walking off and
that's like a quick video ofthem coming in and coming out.
(05:23):
The Webster technique's awonderful one where they a mama
39 weeks pregnant.
I mean come on.
They come on in.
Everyone knows what's going onthere.
She's pregnant, what ishappening, she's getting on the
table.
She gets a Webster adjustmentand protocol done.
She gets on up some adjustmentsmaybe or something else that
you may do in the office to helppregnant mamas.
She gets up, she do in theoffice to help pregnant mamas.
(05:43):
She gets up, she walks out.
There's no audio, there'snothing going on.
It's overlaid with some easymusic, but then the message is
there or maybe you're narratingsomething.
You see how long that video isand it's 33 seconds.
You're like, okay, I'm going totalk for 30 seconds and record
it on an MP3 on your phone.
You record it as an MP3, yourvoice nice and clear, and you
(06:09):
tell a 30-second story.
At FLC, pregnant moms love usbecause when they come in it's
warm, comfortable and simple tocome on in, feel better, get
adjusted.
So realign the pelvis, whateveryou want to talk about and help
ease the birthing process sothat labor and delivery becomes
as simple as possible.
If you want to experience thesame service at FLC, we
(06:30):
encourage you to come try us out.
And then boom, you overlay thetext, the offer, whatever it is
there in that video.
That's a Webster technique one.
I'm just using it as an example.
You can do that for generalchiropractic, you can do that
for pediatric example.
You can do that for generalchiropractic, you can do that
for pediatric, you can do thatfor shoulders, knees, lasers,
shockwave, whatever you want todo whatever you want to show
discompression, whatever it istell the stories in audio form
(06:51):
so that people want to listen toit or they can see the text
overlay on the video.
The ad copy can do that for youas well.
So then we got to tell strongerstories where capture the right
people.
That Webster one was a greatexample because you got to be
pregnant to come on in to getthat type of a treatment.
Otherwise, webster is notreally applicable to you as a 39
(07:13):
year old male.
That's what we want to do thereLeverage first party data.
Upload patient lists into yourFacebook.
Yes, you can do this.
First name, last name, emailaddress, email address is the
big thing.
Retarget them.
Do you want to use your EHRpatient list?
No, they're patients already.
(07:35):
You can just recall them.
You want to use your high levelaccount wherever you were
funneling in all your leads.
That's the list, the contactlist.
Download that entire email list.
Put it into Facebook, into thebackend, into your audiences,
and create a target, aretargeting group or an audience
that you're going to retargetwith ads to help hit those types
(07:58):
of people, because not only areyou going to hit them, you're
going to tell the AI in there toalso look alike.
Target people like them.
Teach the AI.
We've got to reteach it.
We're now counting on AI.
So, instead of these pixels anddata formats that are there,
everybody's throwing away theserver-type data storage and now
they're using advanced AI,which means that now we're using
(08:23):
these AI tools, these supertools that now can scour data
faster than pixels or terabytesor storage devices or metadata
or data itself, coding and allthis I'm not a web developer,
but all that stuff.
There can now be hyper, hyperspeed.
What ai can do.
This is the best way of ai.
(08:44):
You as a person can create awebsite in it.
You know a good websitedeveloper can sit in front of
their computer and create awebsite in an hour I don't know,
maybe a couple hours.
Can can do that, they can code,that I can copy.
They can basically do andcreate a generic homepage pretty
quickly.
Ai can use the exact same toolsand if a thousand chiropractors
(09:06):
call them at the same time andsay, hey, we want a website up
tomorrow by 9am, ai could do athousand websites.
That's the difference.
On that.
It's like a web.
It can just do the tools fasterand multiply that.
That's what's going on, so aswe're teaching it.
So these audiences are a bigthing.
Follow-up is everything.
(09:27):
Oh man, we're going back to thebasics.
You still need to follow upwith all these people.
Some of them are going to bemore painful with these leads.
But you signed up for this.
You signed up for Facebook ads.
You signed up for meta ads.
Up for this.
You signed up for Facebook adsand instantly signed up for meta
ads.
No one told you this fine print.
You need an in-house callcenter to do this.
Your team has to make the calls.
(09:48):
Unless you want to do it,somebody has to make the calls.
They're not just going to comein.
I don't care how good yourautomation is to the booking
process.
It's there.
If you are so stubborn that youdon't want to do this, the only
way around.
This is not a lead form.
It's there.
If you are so stubborn that youdon't want to do this, the only
way around.
This is not a lead form.
It's going to be a landing page.
So send to a website.
Get rid of the lead form.
(10:09):
Go to a landing page.
Create a good landing page.
Start testing landing pagesthat work the best.
So you may want to create twoor three and then test them and
see which one is the best.
Run with that one, where they goto a landing page.
They give you the information,same thing Goes up into, and
then on the next one they hitsubmit.
It's a payment page your Stripeaccount, your PayPal account,
(10:29):
whatever it is and you take the$99 deposit in order to book
your $99 offer or whateveryou're doing.
Big button with the arrowspointing down pay now, secure
your spot.
100% refundable, 100%guaranteed, 100% money back,
whatever you need to say on thebottom, and then your
(10:55):
disclaimers put that on there tobook your appointment.
Pay now to book and secure yourappointment.
And you can even put a littleblurb on the bottom.
We do this to prevent botsduplicate appointments and keep
our schedule clean, to serve youbetter, to know that you're
serious about this.
If you're serious, pay the $99.
Boom, that's how you do it.
What you're going to notice isthe amount of appointments are
going to drop off.
But the thing people are notlooking at is you got a ton of
(11:19):
leads before and Now you're like, oh, we're barely getting any
leads.
But when you look at thefunnels, people are like we got
100 leads.
How many?
I literally had this two monthsago.
I'm like, guys, you had 103leads.
How many new patients?
Yeah, two booked.
One showed up.
I'm like, guys, you're shooting1%.
I'm turning off these ads.
They're like really, do we haveto turn it off?
I'm like, yeah, there isanother problem going on here.
(11:41):
One what if they did the $99prepay?
I think if they got 100 peoplelanding on their site and they
only had one prepay?
We had a landing page issuethat we could probably tweak,
but I think that type of an adwould do better with the landing
page prepay.
And we had a landing page issuethat we could probably tweak,
but I think that type of an adwould do better with the landing
page prepay and booking.
There you go.
Now your team can have anautomation after the booking
(12:03):
saying congrats on booking yourappointment at two o'clock on
Friday.
We're so excited to see you.
Email goes out with thepaperwork Please fill out your
paperwork and be ready for yourappointment at Friday at two
o'clock.
Another text goes out like afew minutes later Do you have
any questions about yourappointment that I can help you
with right now?
I am real and not a bot.
Hyphen your office manager'sname or your CA's name, brittany
(12:25):
.
Boom Message be back right here, I'm be glad to help you.
That goes out there.
Then it's put into your EHR.
The automatic text reminderswill go out 24 hours before,
four hours before, one hourbefore, whatever you have set up
through your automation.
Hopefully they've done theirpaperwork and, boom, you've got
a new patient coming through thedoor.
So we have to be smart aboutthis.
(12:46):
We know the tools.
It's just.
Which ones do we need to use atthe right time?
Diversify, so we've got tofollow up.
We talked about follow up.
Sms nurture, yes, diversify.
Put don't put all your eggs inone basket.
Don't put all your eggs in meta.
I don't know if this is thefirst time I've said that, but I
don't think we can anymore.
You just can't.
(13:07):
You cannot put all your eggsinto meta.
We're going to have to starttesting Google ads.
You're going to have to getinto it.
Youtube, even tech TikTok is asecondary Um, tiktok is still
organic.
It still works really well.
And Instagram, organic gettingyour content out there, the wow
factor videos.
Your team has to do this.
You have to become, um, anInstagram influencer.
(13:31):
You have to organically.
That is the only way to reallydo this locally in your area is
to become the Instagraminfluencer on the thing that you
do the thing.
And please be very clear on thething.
If you do a bunch of stuff andyou go to my website, you're
like Dr D, you don't do onething, you do things.
I'm like.
I know that's why I'm not anInstagram influencer, but I got
(13:54):
to pick one.
It's got to be the Blair uppercervical technique and the
testimonials we've had over 19years.
Like it's got to be that.
That's the thing for me.
What's the thing for you?
That's what you got to run withand be the influencer for that.
Focus on metrics that matter,not cost per lead, but cost per
show up or new patient.
I want you to think a littlebit bigger here.
(14:16):
If you're getting $41 leads, Iwant you to look at the big
number, those guys that I toldyou about 103 leads.
One new patient paid me paid$1,500 in ad spend that month
let's say three months, $3,000plus my ad spend, plus me.
For that, it cost them $4,000to get the patient in the door.
(14:37):
That's nuts, that's ridiculous.
That's the number where you'relike stop the bleeding, turn it
off.
That ad is not working, thatstrategy is not working.
Stop the bleeding.
So change the mindset, shift alittle bit here.
Facebook ads are no longer setit and forget it, and that's why
(15:02):
you're upset with your adcompanies is because they're set
it and forget it.
They all are, they all are.
I repeat, hello, they all areset it and forget it because
they have multiple clients.
You can't, you can't do it andI wish I could tell you hey, not
me, call me, I'll just workwith you one-on-one and no one
else.
(15:22):
No, I've always got five or sixclients running around, but but
it's five or six.
I can.
I can monitor it.
You see, then I won't take more.
Ads are now about creative andsystems not targeting.
It's getting the hook line, thehook ad, the hook ad.
Copy.
That what you're.
(15:44):
They're turning advertisinginto posts.
The major complaint in 2022 waslike around covid time actually
was there's too many ads on myFacebook.
I don't like Facebook anymore.
It's all ads.
People were saying that they'retrying to incorporate posts or
sponsored posts into the feedthat make it look like posts.
(16:07):
I just gave you the secret tohow we're going to shift.
This is your videos have to beviral.
They have to be Instagram-esque, tiktok-esque advertising where
you slide into the feed andgive people stuff.
I don't want to say his name,charlie Kirk, because we're
doing a lot with that right nowbut that type of quick bits
(16:33):
about chiropractic, thepunchline, the truths, the
guarantees, the outcomes, thetestimonials, the victories,
that type of stuff.
That that's how you got it.
I don't know if that helps youor confuses you, but that's it.
How do you bombard thealgorithm with that to your feed
and that and that's through thefeed, right, so the people that
follow you, so they're nolonger set and forget it.
(16:56):
Ads are now about creative andsystems.
And then think of ads as thestart of a longer patient
journey funnel, not the end.
And I think that's why we'reall frustrated with the lead
forms.
Type is because there is nojourney, pops up on the screen,
enter info, that's the end of it.
They're, they're scrolling,they're scrolling, they
scrolling, they're gone.
Your video about sciatica theyquickly watched it for like 10
(17:19):
seconds.
You made it so easy with thelead form.
They're like boop it autofilled, they hit send I'll do
that 49 bucks, and they justkeep scrolling.
They forgot about you like twominutes later, but your text
came through.
They're like thanks for signingup.
Oh, it worked.
I guess I signed up for a 4949.
That's awesome.
Now you got to follow up rightand there's no journey, so the
(17:39):
funneling there works well.
Putting them into a nurturesequence, emailing them more
information about chiropractic,about the whole journey and
story that you're telling, andkeep your advertising around the
thing, the thing that you do,that's going to be the way to do
it.
Ads aren't broken forever.
I think we got into a car crashthis year with meta ads and
(18:01):
we're rebuilding the car.
I I honestly that's how itfeels like right now.
I think we took the, the, thecar, the cyber truck, and we
smashed it and now we got torebuild the cyber truck.
They're just.
They just changed.
Chiropractors who adapt willthrive, while others are
quitting and I'm starting to seeit.
They're quitting, which givesus an opportunity for those of
(18:22):
us that stay in the game.
Look at your last 30 leads.
If you've been running ads,here's your challenge for the
week how many actually showed up?
How fast was your team'sfollow-up with them?
And that's where your ads arereally won or lost.
If you want me to review yourcurrent ad setup or show you how
to rebuild for the AI era.
(18:44):
Just reach out to me info atenricodcom, I'll show you some
tips.
I can even send you some videosor I can put them up on my
YouTube channel so that you guyscan just watch this stuff for
free and see how you can improveyour ads.
Don't be a quitter.
Go get them, just modify, testand repeat, and that's how you
(19:05):
duplicate some success that youhad from before.
And if you need help, lots ofpeople out there to help you,
including myself.
Have a great week, stay well,keep doing what you're doing.
Your community needs you.
If you've noticed your Facebook ads aren't working
anymore, you're not imaginingit.
The truth is, ads don't worklike they used to.
Since Meta rolled out their newAI systems over the last two
years and finally launched themat the beginning of 2025,
chiropractors across the boardare seeing a major drop in
results.
(00:23):
You're not crazy docs.
There has been a major change.
Welcome to another episode ofMarketing 101 for Chiropractors,
where I keep you ahead of thecurve.
And the curve now is AI.
Let's be honest with it.
It's doing its thing.
It broke the system.
It really did because we weretargeting in local audiences
using your metapixels and datathat you were building over time
(00:44):
, and AI came in and was likenope, we're going to do better.
But in order to do better, theyhave to relearn the whole thing
, and they're relearning fromthe top down, which means big
business, big industry.
We're not big industry, so theyare targeting, not targeting,
but they're getting dataglobally and that doesn't help
us when we're trying to targetseven miles around our office.
(01:04):
It doesn't really work.
So what's really changed is theAI takeover, and you're feeling
it, you're noticing it.
Ads aren't working like theyused to.
Meta rebuilt its ads platformand launched it on us.
I felt it March 2025.
So that first quarter, that'swhen it went.
Instead of letting us targetpeople precisely as before, AI
(01:25):
is now making all the decisions.
You can easily make an ad nowon Facebook.
That was their whole point.
It was like how do we just getpeople to do more advertising?
Smart on Facebook's side, getin there and create an ad,
create a lead ad, create atarget ad, create an audience ad
.
You're all set.
Awareness campaign, whateveryou want.
Click target ad, create anaudience ad.
You're all set.
Awareness campaign, whateveryou want.
(01:45):
Click, click, click, click,click.
Video picture boom.
That's what they wanted was tomake it super simple and even
though they did, they said justtrust the AI, do the recommended
settings, do this stuff.
It's left us kind of hanging andI know you feel this.
There's been a shift, even ifyou're still I'm still using ads
, we're still getting newpatients from it, but boy is it
messier than it was, and I feltit.
I know you're feeling itbecause I coach a lot of you and
(02:06):
you give me a lot of feedbackand I run a lot of your ads and
I see it across the board.
So anyone that's sayingotherwise is lucky and they're
getting the same volume ofpatients.
So the impact from all this isdefinitely lower lead quality.
When docs are calling me sayingdude, like people are just bad,
like they don't speak English,they you know.
When docs are calling me sayingdude, people are just bad, they
don't speak English.
What's happening?
How are we targeting thesewrong people?
(02:27):
They point the finger at me.
I'm like we're trying here,we're trying to give as much as
we can, but we don't have thedemographic picks like we used
to five years ago.
Those are all gone, so we onlyhave a certain amount of things
that we can use for AI to figurethis all out.
Ads are getting shown to thewrong people.
There's inconsistent delivery,same ad hitting widely different
(02:47):
audiences.
You're like why last week wegot five and this week zero?
What is going on with the leads?
Yes, learning phase feelsbroken or like it's starting
from scratch.
You're right, you may be stuckin the learning phase in a lot
of your ads and you're likewhat's going on?
I just ran a very similar adsix months ago.
Why is it still in the learningphase?
Or even if you pay attention tothese details, it matters to
(03:09):
chiropractors specifically,because local businesses need
precision and quality, not justvolume.
We know we can get the leadsand that's been the thing.
The lead volume is still there.
We can generate 200 leads in amonth, in a couple of months,
two months, three months.
We can do it, but the leadquality isn't there.
Can we keep up with it?
And because lead quality isrougher, it's even more strain
(03:32):
on your team to make all thecalls necessary to get these
people in it's nuts.
And then the automation.
I feel like the world is justgetting numb to automation,
getting numb to text messaging,getting numb to messaging and
emails.
They're getting numb again.
They're like I'm not going tocheck it.
I don't check most of my textsmyself.
It's just the world we're in.
We're just bombarded withmarketing from our healthcare
(03:54):
premium people, from our carinsurance, from roofing
companies I mean everyone.
Insurance companies areswarming texting and phone calls
and call centers like crazybecause they need volume to
capture the fish, and that's thegame we do not want to play.
So, even though there's atargeting thing going on,
(04:14):
there's some practical solutionsand actionable steps that we
can take to optimize the toolsthat we have.
I know some of you don't wantto quit the Facebook stuff, and
I'm not saying that.
That's not what this podcast isabout.
It's to optimize our Facebookads and what we can do to
improve them.
We need to simplify thecampaign structures.
Stop running 10 different adsets.
(04:37):
Let Meta AI test with fewerbroader campaigns, fewer broader
campaigns.
So have one ad set, run two,three, four ad types pictures
and videos and let it do itsthing for a while.
The first week is painful.
Let it do its thing.
Use better creative Copy andvideo should do the targeting
(05:01):
for you.
Use great hooks, localstorytelling and testimonials
and patient journeys and justcut through the noise.
Get through it.
Have a patient you know walkingin, lying down on the table,
getting adjusted, smiling,getting on up, doing your thing
that you do you know getting andthen them walking off and
that's like a quick video ofthem coming in and coming out.
(05:23):
The Webster technique's awonderful one where they a mama
39 weeks pregnant.
I mean come on.
They come on in.
Everyone knows what's going onthere.
She's pregnant, what ishappening, she's getting on the
table.
She gets a Webster adjustmentand protocol done.
She gets on up some adjustmentsmaybe or something else that
you may do in the office to helppregnant mamas.
She gets up, she do in theoffice to help pregnant mamas.
(05:43):
She gets up, she walks out.
There's no audio, there'snothing going on.
It's overlaid with some easymusic, but then the message is
there or maybe you're narratingsomething.
You see how long that video isand it's 33 seconds.
You're like, okay, I'm going totalk for 30 seconds and record
it on an MP3 on your phone.
You record it as an MP3, yourvoice nice and clear, and you
(06:09):
tell a 30-second story.
At FLC, pregnant moms love usbecause when they come in it's
warm, comfortable and simple tocome on in, feel better, get
adjusted.
So realign the pelvis, whateveryou want to talk about and help
ease the birthing process sothat labor and delivery becomes
as simple as possible.
If you want to experience thesame service at FLC, we
(06:30):
encourage you to come try us out.
And then boom, you overlay thetext, the offer, whatever it is
there in that video.
That's a Webster technique one.
I'm just using it as an example.
You can do that for generalchiropractic, you can do that
for pediatric example.
You can do that for generalchiropractic, you can do that
for pediatric, you can do thatfor shoulders, knees, lasers,
shockwave, whatever you want todo whatever you want to show
discompression, whatever it istell the stories in audio form
(06:51):
so that people want to listen toit or they can see the text
overlay on the video.
The ad copy can do that for youas well.
So then we got to tell strongerstories where capture the right
people.
That Webster one was a greatexample because you got to be
pregnant to come on in to getthat type of a treatment.
Otherwise, webster is notreally applicable to you as a 39
(07:13):
year old male.
That's what we want to do thereLeverage first party data.
Upload patient lists into yourFacebook.
Yes, you can do this.
First name, last name, emailaddress, email address is the
big thing.
Retarget them.
Do you want to use your EHRpatient list?
No, they're patients already.
(07:35):
You can just recall them.
You want to use your high levelaccount wherever you were
funneling in all your leads.
That's the list, the contactlist.
Download that entire email list.
Put it into Facebook, into thebackend, into your audiences,
and create a target, aretargeting group or an audience
that you're going to retargetwith ads to help hit those types
(07:58):
of people, because not only areyou going to hit them, you're
going to tell the AI in there toalso look alike.
Target people like them.
Teach the AI.
We've got to reteach it.
We're now counting on AI.
So, instead of these pixels anddata formats that are there,
everybody's throwing away theserver-type data storage and now
they're using advanced AI,which means that now we're using
(08:23):
these AI tools, these supertools that now can scour data
faster than pixels or terabytesor storage devices or metadata
or data itself, coding and allthis I'm not a web developer,
but all that stuff.
There can now be hyper, hyperspeed.
What ai can do.
This is the best way of ai.
(08:44):
You as a person can create awebsite in it.
You know a good websitedeveloper can sit in front of
their computer and create awebsite in an hour I don't know,
maybe a couple hours.
Can can do that, they can code,that I can copy.
They can basically do andcreate a generic homepage pretty
quickly.
Ai can use the exact same toolsand if a thousand chiropractors
(09:06):
call them at the same time andsay, hey, we want a website up
tomorrow by 9am, ai could do athousand websites.
That's the difference.
On that.
It's like a web.
It can just do the tools fasterand multiply that.
That's what's going on, so aswe're teaching it.
So these audiences are a bigthing.
Follow-up is everything.
(09:27):
Oh man, we're going back to thebasics.
You still need to follow upwith all these people.
Some of them are going to bemore painful with these leads.
But you signed up for this.
You signed up for Facebook ads.
You signed up for meta ads.
Up for this.
You signed up for Facebook adsand instantly signed up for meta
ads.
No one told you this fine print.
You need an in-house callcenter to do this.
Your team has to make the calls.
(09:48):
Unless you want to do it,somebody has to make the calls.
They're not just going to comein.
I don't care how good yourautomation is to the booking
process.
It's there.
If you are so stubborn that youdon't want to do this, the only
way around.
This is not a lead form.
It's there.
If you are so stubborn that youdon't want to do this, the only
way around.
This is not a lead form.
It's going to be a landing page.
So send to a website.
Get rid of the lead form.
(10:09):
Go to a landing page.
Create a good landing page.
Start testing landing pagesthat work the best.
So you may want to create twoor three and then test them and
see which one is the best.
Run with that one, where they goto a landing page.
They give you the information,same thing Goes up into, and
then on the next one they hitsubmit.
It's a payment page your Stripeaccount, your PayPal account,
(10:29):
whatever it is and you take the$99 deposit in order to book
your $99 offer or whateveryou're doing.
Big button with the arrowspointing down pay now, secure
your spot.
100% refundable, 100%guaranteed, 100% money back,
whatever you need to say on thebottom, and then your
(10:55):
disclaimers put that on there tobook your appointment.
Pay now to book and secure yourappointment.
And you can even put a littleblurb on the bottom.
We do this to prevent botsduplicate appointments and keep
our schedule clean, to serve youbetter, to know that you're
serious about this.
If you're serious, pay the $99.
Boom, that's how you do it.
What you're going to notice isthe amount of appointments are
going to drop off.
But the thing people are notlooking at is you got a ton of
(11:19):
leads before and Now you're like, oh, we're barely getting any
leads.
But when you look at thefunnels, people are like we got
100 leads.
How many?
I literally had this two monthsago.
I'm like, guys, you had 103leads.
How many new patients?
Yeah, two booked.
One showed up.
I'm like, guys, you're shooting1%.
I'm turning off these ads.
They're like really, do we haveto turn it off?
I'm like, yeah, there isanother problem going on here.
(11:41):
One what if they did the $99prepay?
I think if they got 100 peoplelanding on their site and they
only had one prepay?
We had a landing page issuethat we could probably tweak,
but I think that type of an adwould do better with the landing
page prepay.
And we had a landing page issuethat we could probably tweak,
but I think that type of an adwould do better with the landing
page prepay and booking.
There you go.
Now your team can have anautomation after the booking
(12:03):
saying congrats on booking yourappointment at two o'clock on
Friday.
We're so excited to see you.
Email goes out with thepaperwork Please fill out your
paperwork and be ready for yourappointment at Friday at two
o'clock.
Another text goes out like afew minutes later Do you have
any questions about yourappointment that I can help you
with right now?
I am real and not a bot.
Hyphen your office manager'sname or your CA's name, brittany
(12:25):
.
Boom Message be back right here, I'm be glad to help you.
That goes out there.
Then it's put into your EHR.
The automatic text reminderswill go out 24 hours before,
four hours before, one hourbefore, whatever you have set up
through your automation.
Hopefully they've done theirpaperwork and, boom, you've got
a new patient coming through thedoor.
So we have to be smart aboutthis.
(12:46):
We know the tools.
It's just.
Which ones do we need to use atthe right time?
Diversify, so we've got tofollow up.
We talked about follow up.
Sms nurture, yes, diversify.
Put don't put all your eggs inone basket.
Don't put all your eggs in meta.
I don't know if this is thefirst time I've said that, but I
don't think we can anymore.
You just can't.
(13:07):
You cannot put all your eggsinto meta.
We're going to have to starttesting Google ads.
You're going to have to getinto it.
Youtube, even tech TikTok is asecondary Um, tiktok is still
organic.
It still works really well.
And Instagram, organic gettingyour content out there, the wow
factor videos.
Your team has to do this.
You have to become, um, anInstagram influencer.
(13:31):
You have to organically.
That is the only way to reallydo this locally in your area is
to become the Instagraminfluencer on the thing that you
do the thing.
And please be very clear on thething.
If you do a bunch of stuff andyou go to my website, you're
like Dr D, you don't do onething, you do things.
I'm like.
I know that's why I'm not anInstagram influencer, but I got
(13:54):
to pick one.
It's got to be the Blair uppercervical technique and the
testimonials we've had over 19years.
Like it's got to be that.
That's the thing for me.
What's the thing for you?
That's what you got to run withand be the influencer for that.
Focus on metrics that matter,not cost per lead, but cost per
show up or new patient.
I want you to think a littlebit bigger here.
(14:16):
If you're getting $41 leads, Iwant you to look at the big
number, those guys that I toldyou about 103 leads.
One new patient paid me paid$1,500 in ad spend that month
let's say three months, $3,000plus my ad spend, plus me.
For that, it cost them $4,000to get the patient in the door.
(14:37):
That's nuts, that's ridiculous.
That's the number where you'relike stop the bleeding, turn it
off.
That ad is not working, thatstrategy is not working.
Stop the bleeding.
So change the mindset, shift alittle bit here.
Facebook ads are no longer setit and forget it, and that's why
(15:02):
you're upset with your adcompanies is because they're set
it and forget it.
They all are, they all are.
I repeat, hello, they all areset it and forget it because
they have multiple clients.
You can't, you can't do it andI wish I could tell you hey, not
me, call me, I'll just workwith you one-on-one and no one
else.
(15:22):
No, I've always got five or sixclients running around, but but
it's five or six.
I can.
I can monitor it.
You see, then I won't take more.
Ads are now about creative andsystems not targeting.
It's getting the hook line, thehook ad, the hook ad.
Copy.
That what you're.
(15:44):
They're turning advertisinginto posts.
The major complaint in 2022 waslike around covid time actually
was there's too many ads on myFacebook.
I don't like Facebook anymore.
It's all ads.
People were saying that they'retrying to incorporate posts or
sponsored posts into the feedthat make it look like posts.
(16:07):
I just gave you the secret tohow we're going to shift.
This is your videos have to beviral.
They have to be Instagram-esque, tiktok-esque advertising where
you slide into the feed andgive people stuff.
I don't want to say his name,charlie Kirk, because we're
doing a lot with that right nowbut that type of quick bits
(16:33):
about chiropractic, thepunchline, the truths, the
guarantees, the outcomes, thetestimonials, the victories,
that type of stuff.
That that's how you got it.
I don't know if that helps youor confuses you, but that's it.
How do you bombard thealgorithm with that to your feed
and that and that's through thefeed, right, so the people that
follow you, so they're nolonger set and forget it.
(16:56):
Ads are now about creative andsystems.
And then think of ads as thestart of a longer patient
journey funnel, not the end.
And I think that's why we'reall frustrated with the lead
forms.
Type is because there is nojourney, pops up on the screen,
enter info, that's the end of it.
They're, they're scrolling,they're scrolling, they
scrolling, they're gone.
Your video about sciatica theyquickly watched it for like 10
(17:19):
seconds.
You made it so easy with thelead form.
They're like boop it autofilled, they hit send I'll do
that 49 bucks, and they justkeep scrolling.
They forgot about you like twominutes later, but your text
came through.
They're like thanks for signingup.
Oh, it worked.
I guess I signed up for a 4949.
That's awesome.
Now you got to follow up rightand there's no journey, so the
(17:39):
funneling there works well.
Putting them into a nurturesequence, emailing them more
information about chiropractic,about the whole journey and
story that you're telling, andkeep your advertising around the
thing, the thing that you do,that's going to be the way to do
it.
Ads aren't broken forever.
I think we got into a car crashthis year with meta ads and
(18:01):
we're rebuilding the car.
I I honestly that's how itfeels like right now.
I think we took the, the, thecar, the cyber truck, and we
smashed it and now we got torebuild the cyber truck.
They're just.
They just changed.
Chiropractors who adapt willthrive, while others are
quitting and I'm starting to seeit.
They're quitting, which givesus an opportunity for those of
(18:22):
us that stay in the game.
Look at your last 30 leads.
If you've been running ads,here's your challenge for the
week how many actually showed up?
How fast was your team'sfollow-up with them?
And that's where your ads arereally won or lost.
If you want me to review yourcurrent ad setup or show you how
to rebuild for the AI era.
(18:44):
Just reach out to me info atenricodcom, I'll show you some
tips.
I can even send you some videosor I can put them up on my
YouTube channel so that you guyscan just watch this stuff for
free and see how you can improveyour ads.
Don't be a quitter.
Go get them, just modify, testand repeat, and that's how you
(19:05):
duplicate some success that youhad from before.
And if you need help, lots ofpeople out there to help you,
including myself.
Have a great week, stay well,keep doing what you're doing.
Your community needs you.
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