February 7, 2025 • 19 mins
Is your chiropractic practice ready to navigate the ever-changing landscape of digital marketing? Discover crucial insights with Dr. Enrico Dolcecore as he unravels the latest digital marketing strategies every chiropractor needs to know. With Meta's sweeping privacy updates reshaping Facebook and Instagram advertising, Dr. Dolcecore highlights the urgent shift towards landing pages to remain HIPAA compliant and avert potential ad account suspensions. We explore why digital agencies are reallocating budgets from Meta to Google and how landing pages enhance ad effectiveness across platforms, ensuring your practice stays ahead of the curve.
In our conversation, we stress the importance of contingency planning in marketing strategies. Learn how to safeguard your practice from disruptions like account suspensions or tech changes by diversifying your advertising efforts. Dr. Dolcecore offers actionable advice on harnessing the power of referral marketing through robust community engagement and networking. Strengthen your local connections and communicate your services effectively to build a reliable patient base. As we approach 2025, ensure your practice thrives by embracing these strategies and maintaining compliance in an ever-evolving digital world.
- 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 (00:01):
Welcome to another episode of Marketing 101 for
Chiropractors.
I'm Dr Enrico Dolcecori and,just like every week, another
podcast on another Friday.
This is a huge public serviceannouncement for all
chiropractors we're going totalk about.
We're going to spin this intolanding pages in a second, but
Meta has been on a tear sincethe beginning of 2024, so over a
(00:23):
year.
They're doing an overhaul onprivacy.
If that is the true fundamentalthing of what they're doing,
great.
If not, who knows what they'redoing on the back end?
But they're strictly sayingthat privacy is an issue here.
European countries have beensuing as far as how they're
collecting data.
You've seen a lot of pixelchanges over the years, but over
(00:44):
the last 12 months, privacy hasbeen the ringing bell for meta,
so Facebook and Instagram, andthey're really locking down on
this.
Now.
The next step to this is nowthey're going through all their
industries and saying, okay,where are we slipping through
the cracks on privacy?
And how we're tracking and howwe're cooking and how we're?
You know anyone that uses theFacebook platform?
(01:04):
But not only that.
Are our advertisers breakingany privacy issues here?
And it's starting to trickleinto the Facebook form which
many of you use for your ads.
I don't know if the digitalagencies are all on this I hope
they are but what's happeningwith the Facebook form is now
they're saying okay, well,privacy, privacy equals HIPAA.
(01:24):
Hipaa equals healthcare.
What's happening under HIPAA?
Collecting a patient's name,phone number and email could be
a HIPAA violation and a privacyviolation for healthcare
providers, because they will putin this information on Facebook
.
They'll fill out your form,they'll reply to your ad on your
offer and give you theirinformation.
All okay at that point.
(01:46):
But once you make the call tothem and they do book in as a
patient, they become ahealthcare patient.
So now, how did you obtaintheir data?
And now they're going to saythat HIPAA.
We're breaking HIPAA laws bytaking those that information
and processing it through anunsafe process through Facebook
forms, which is non-HIPAAcompliant.
(02:07):
Unfortunately, facebook nevermade this, but from the back end
, from my perspective, I wouldargue it is HIPAA compliant
because you are the owner ofyour ads account.
No one else can really see allthat information, but with CRMs
and everything that happens andhow they can integrate with
Facebook from third parties,they can take that data and put
(02:28):
it into non-HIPAA compliantsystems, which things like high
level claim to be HIPAAcompliant, but a CRM can be
argued as non-HIPAA compliantbecause it took that data from
another source.
Anyways, long story short, whatdoes this leave us?
You're going to have to pivotvery quickly here now, today,
and switch towards landing pages.
(02:49):
Now you're going to say Enrico,come on, don't do this to me,
man.
You've been talking for threeyears about landing pages versus
forms.
You've led us to forms becauseless friction to transaction.
The patient gives us theinformation we follow through
with good CRMs, good texting andemailing.
(03:09):
Right when they fill out theform, our team calls them as
fast as possible.
We do all the right things toconvert as many leads to new
patients as possible.
It's been working.
Don't do this to me.
Well, it's not me, it's meta,so I'm protecting you.
What's going to happen is Ithink this is going to be a
light switch.
That's how fast it's going tobe.
They're going to be like youcan't do this anymore.
(03:30):
Then, if you have ads going,like myself, ads are going and
they do the light switch on aMonday morning and we're
collecting data all Monday, allTuesday, all Wednesday they'll
flag us and say, hey, you'recollecting patient information.
Your ad account is nowsuspended.
I think that's worst casescenario and I feel like many
people are going to get trapped,especially if you hired a
(03:53):
digital marketer to do this foryou.
I'm not picking on anyonespecific, but if these marketers
are not on top of this, you'regoing to notice that, um, you
might get caught and your adsaccount will be disabled.
It's a pain to get these thingsback up.
You pretty much have to createa whole new account, or get your
spouse's account and create anads account there and go through
(04:16):
them.
Hopefully they'll let you dothat.
So that's where we got to notget banned on advertising.
Now, what is the tendency thatI've been seeing to determine
this?
One, the Facebook policies.
You read them, you're like, ohyou're, this is fishy, you're
doing something.
I don't like.
This.
It's obviously healthcarerelated, because they're
(04:37):
bringing up hippa, which I don'tlike.
So that's us.
And then number three is there'sthis shift to google by a lot
of major digital agencies andweb companies that do
advertising on a SaaS platformfor all industries, not just
chiropractic.
They are going back into Googleand Google ads and taking their
(05:00):
money out of meta for now andputting it there because they're
really worried this is going toslow down the click rate from
on from lead forms, from forms,right.
So now they're creating landingpage.
So they're going to google,which is smart, in the meantime
creating and putting more intothe ads there and creating
landing pages for the google adsso that people that click on
(05:21):
the ad or click on theinformation or whatever
advertisement they've got goingon, land on the right landing
page for that information tomatch up, so they're not just
going to the homepage of yourwebsite.
This is good, that's reallysolid marketing.
But what's happening is becausethey're pulling out of meta to
do this.
Then when they create thelanding pages and they see the
results on Google, they'll crosstest on meta as well and see if
(05:45):
the clicks that are going tothe landing pages are converting
to new patients that areactually coming in.
And what you'll see?
There is a decline Because,again, if you've been listening
to me, facebook forms createmore leads for the same price.
So let's say you spend $50 a dayon your Facebook ads and now
you convert and you've beendoing forms and at the end of
the week you get 25 leads fromthat money.
(06:08):
You get 25 leads per week.
You get 100 leads a month.
$50 a day.
It's a really good ad, right,it's working well.
Now you're going to switch forFebruary into landing pages.
You're like okay, I'm going tokeep this ad going, but I'm just
going to change it from form towebsite and my website is going
to be the landing page on thisoffer.
That I'm doing.
You create a landing page andyou follow all the rules.
It's a good URL.
It's a sub domain for your, foryour main URL.
(06:31):
It has a form.
Right at the top it has theoffer very clearly linked there.
It's an autofill.
You do everything right andthen at the bottom you can put
some more information, make itlook like a web page.
You with your own cliniclocation, your hours of
operations and testimonial,whatever that relates back a
YouTube video talking more aboutthe offer or the prior.
Maybe you're doing neuropathyor spinal decompression,
(06:52):
whatever it is.
You do everything right andnothing changed.
And then in February you'regoing to see this go down to
seven leads per week and you'relike, hang on a second, we were
getting 25.
Now we're getting seven.
Just that barrier of peopleclicking on the ad and going to
a landing page is going to turnthem off.
They're going to be like nothanks, I don't want to go to
(07:12):
that webpage.
I don't know that webpage.
I don't recognize that webpage,so we lose them.
The ones that are interested inthe ad and the offer.
They're like no, I really wantthis.
Those are going to be the seven.
Okay, so you're going from ahundred leads per month to 28,.
Seven times four Makes sense tosee where I'm getting these
numbers.
And these are just hypotheticalnumbers.
So you're going to be like, ohmy gosh, these ads suck.
(07:34):
Now, however, please know yourmetrics.
Know your metrics theimpressions that you get, the
link clicks that you get, theleads that you get and the
conversions to new patients thatyou get.
You'll notice for those of youthat do 50, 100 leads per month
those ones I have two clinicsOne of them does that and the
conversion rate.
(07:54):
When you go to look at it, youget 40 people out of the 100 to
come in.
You have a 40% conversion rate.
Okay, because they're cold,cold leads.
Lead forms are very cold leads,right.
They're hard to get on thephone, they're hard to respond.
They tell you to stop on thetext messages.
They're just tougher leads,right?
Okay, now you have this goodlanding page funnel which gets
(08:17):
you the 28.
Do the data, do not quit.
Do not turn off your ads.
I would do this in February andin March I would get 60 days of
data.
Take those 60, 28 times two,those 56 leads that you get in
February and March, and look atyour conversion rate.
I wouldn't be surprised if 35out of the 60 are coming in, or
(08:38):
40 out of the 60 or, even better, 45 out of the 60 are coming in
as new patients.
So you go back and you look atthis and you're like I was
getting 40 new patients with thehundred and now I'm getting 45
new patients with the 60.
Your team in April is going tolove you because now they're not
(08:58):
calling a hundred people andgetting a bunch of no's, they're
calling 60 people and getting45 of them in the office.
So you're going to have ahigher conversion rate because
you're going to have higherqualified leads that actually
fill out your form.
So just preparing you mentallyfor the shifts that you may have
had.
For those of you that havealways run landing pages make
them better, tweak them better,run some Google ads as well
(09:21):
alongside, for a lower amount,so that you dominate your area
as far as how people find you,so they're just scrolling
through Instagram.
They see your ad.
They keep scrolling.
Then they go to Google.
They're like I got low backpain.
Then you pop up on the mapsbecause you're six miles away
and they're like, oh, Irecognize them from somewhere.
(09:41):
And that's how marketing worksis on, impressions Makes sense.
Go to last week's podcast withdr Jeff yeah, dr Jeff Greenfield
.
He did a great job.
He runs a Probolytics.
Now it's a marketing company,doesn't even practice
chiropractic anymore.
He literally does this for hugecompanies and same rules apply.
Whether you spend ten milliondollars a year on on ads so a
(10:03):
million dollars a month or youspend two thousand dollars a
month, whatever it is, the rulesapply the same.
It's the same marketing rulesthat you want to keep going and
you don't stop your ads.
But I think you need to makethis transition now, like I
don't want you to do this on the11th hour.
Your landing pages are going tobe brutal.
They're going to be quickly setup for those of you that truly,
you know, have clinics that aremachines and are always, you
(10:26):
know, getting new patients andalways converting and always
doing this stuff.
And you got associates, you gotmouths to feed.
You got a family and all thisstuff.
You're not gonna pause your ads.
You're gonna get it frustrated.
You're gonna want to keep thisgoing.
There's no time to stop or slowdown.
So I never understood that pausemy marketing thing.
I don't get it when people like, hey, just stop the marketing,
but what else are you doing formarketing?
I've been coaching you for awhile.
(10:48):
You don't do Google ads.
You don't do referral marketing.
You don't do anything.
They're like no, I just getnatural referrals.
Okay, you can count on that fornow, if that's what your
marketing is, but wouldn't youdouble down on referral
marketing?
If you're going to pauseeverything else, the plan should
be okay.
My ad account got suspended.
What do we do?
What's our backup plan?
(11:09):
Let's talk about this for therest of the podcast.
Here's your contingency plan.
If Meta is like, hey, we'redone, we're just closing
Facebook, you're like what ishappening?
Or whatever, google getsovertaken by aliens and they
close it because the aliensdon't want us to use Google
anymore.
Whatever happens, what's yourcontingency plan on this?
You got to double down on thethings that work.
(11:30):
So every chiropractor I talk toreferral marketing, like
patients referring to theiroffice, is their number one
source of new patients, or ifit's not the number one source
that drives them, it's theirnumber one.
They love those ones becausethere's no selling involved.
The patient comes in, they needyou, they know, they've already
(11:53):
been prepped by this personwho's their neighbor and they're
ready to go.
How do you double, triple, 10x,that process?
Or, if something's working foryou and you need growth and you
need to scale your practice, howdo you 2X, 5x or 10X?
That Is it just dumping moneyinto it?
What is your contingency plan?
So for referral marketing, it'sliterally putting on steel toe
boots and going into yourcommunity boots on the ground
marketing.
So now you're going to go shakemore hands, go back to your
(12:15):
network of 90, the people thathave referred to you, the
providers that have referred toyou, the pizza places, the hair
salons, the booster juices, the,the what do we have here in the
States?
Tropical smoothies, whatever.
You're going into the healthshops, the health food stores,
you're going into everywhere andyou're just telling everyone
where you're located and whatyou do.
Where you're located and whatyou do, just like any other
(12:35):
marketing program out there, andthen you're telling every
single patient to refer to youroffice.
They're going to do yourlong-term patients.
We'll be like is everything okay?
You'll be like no aliens tookover Google.
We need to do this now.
I need you, sally, to tellpeople about us.
I always talk about you, butyou got it, doc, give me more
(12:56):
cards.
That's what will happen.
Have you ever done that?
I don't know if any of you haveburned the boats before in your
career.
Done it once.
Don't recommend it, but I dorecommend it because it changes
you for the better.
Once you burn the boats,there's no turning back, and
when there's no turning back,you got nowhere to go except
fail and die or succeed.
So that's why I don't like it,because of the scary part about
(13:19):
that.
But that fear drives youunbelievably.
And you're well-equipped.
You're doctors, you have aneducation, you have
entrepreneurship running throughyour blood.
You have all this stuff, allthe artillery that make you
successful.
So what's the contingency plan?
Okay, I'm not saying World WarIII or aliens or anything like
that.
What I'm saying is like, whathappens when you or you make a
(13:40):
decision and you're like screwthese Facebook ads, I'm out of
here.
Okay, they've been a source ofnew patients for you.
You're going to turn thatfaucet off.
What's the contingency plan?
What's the backup plan for that?
Got to be ready for it.
Whether the tech companiesswitch it off on you, elon Musk
goes crazy.
I don't know Whatever couldpossibly happen right After
(14:03):
COVID.
Who knows what could happen?
And they turn it off.
What have you turned it off?
Funds become low.
I don't know what it is.
I've heard all the excuses ofwhat people turn off.
I just can't wrap it around myhead in my entrepreneur journey
over 17 years how you turn offmarketing.
I'm just like I would freak outif we had zero marketing going
on.
I don't think I've ever gonewith no marketing when I had no
(14:25):
money starting up in Canada,right out of school, or in the
US, I was boots on the ground,networking, going to networks.
I hated them.
You hate the actual thing.
I felt like a waste of time.
But the people that were thereend up becoming the staples and
referrers to your business.
One because you're in anetworking group and that's the
job.
Some of them, like BNI, arelike if you don't bring in
(14:46):
referrals, you're kicked out.
They have strict rules, sothat's cool.
The other ones have non-strictrules.
But once you become friends andyou're there every single week
with people and you're actuallyhelping them and you get that
one referral, like as achiropractor.
I found it really tough.
Naturally you will get everyonein that group will become your
patient if they don't alreadyhave a chiropractor, and
(15:06):
everyone in the group can easilyrefer to you.
You are an easy referral formost networking groups out there
because everyone can use achiropractor.
Okay, there will be one or twopeople in the group that just
don't like chiropractors.
We'll never refer to them,we'll never go back and never do
anything.
But they'll say hush, hush,they won't give you a hard, they
won't give you a hard time.
That's about it.
(15:28):
So you get out to them, you'reeasy to refer.
I found the hardest part aboutnetworking was me finding
referrals for the roofer, forthe plumber, for the realtor,
for the.
But as you start to grow yourpractice, it's amazing how many
people lie down on that tableand say one little thing and I
was giving out a referral everyweek.
I had a referral every week forsomebody for something, because
(15:48):
somebody said something on the.
It was one of our patients andI referred them like, hey, I got
a guy.
He does like mold, checks yourhouse for mold, or I've got a
guy that cleans carpets.
I got a guy that you know does.
It's crazy, it's absolutelyamazing.
So back to grassroots here.
The world is post-COVID now,officially America's post-COVID.
(16:09):
Officially we're back towhatever normal is in quotation
marks.
So community is now your focus.
Everybody wants to be back in acommunity.
They miss it, subconsciously.
They miss it, whether they'reconscious about it or not.
Some people are like, oh mygosh, I'd love to be part of a
group again.
They're consciously aware ofhow they feel.
Everyone else that doesn'tagree or hasn't thought about it
(16:31):
is just because they'resubconsciously craving community
and they just don't know whereto start.
They're like what do we go backto?
What do we do?
So they are.
So you getting out there andgetting in people's faces,
they're going to actually likeit.
They're like oh, there's stuffgoing on.
So think about that stuff.
Your contingency plan and thewhole point of this podcast, psa
, the Facebook forms that you'vebeen capturing all your
(16:54):
information, may become HIPAAnon-compliant, which will affect
all healthcare, specificallyyou chiropractors.
So have the contingency oflanding pages set up now.
What I would do if you're not aperson that creates webpages
like me, I'm not.
Delegate it to your web team,whoever hosts your website.
I would call them up and Iwould tell them hey, we need
(17:16):
these webpages for the three orfour modalities that we
advertise all the time, or thetwo offers that we have all the
time.
I want you to look at thisoffer.
I would screenshot the Facebookad, send it to them, say, hey,
match the brand on this on alanding page for us.
It will be a hidden page.
You will have the URL that youcan go to at any time.
You copy that URL, you put itin as the website page for your
(17:40):
Facebook ad now.
So it's going to be like do youwant to create a landing form?
Do you want to go to a webpage?
You want to go to an app?
You're going to pick websiteand in the URL you're going to
put your landing page andthey'll redirect them to a sub
domain on your main website sothat you're brand specific.
The domain is clear andFacebook allows it and it goes
there, and that is yourcontingency plan to move forward
(18:03):
.
I would work on this now.
It's the end of January, rightnow, like now 2025.
So this is when you do it.
Keep doing what you're doing.
I will keep you armored andready for success each and every
week, like I have been for overtwo years.
Over two years I've been doingthe podcast and over seven years
doing digital marketing andcoaching for chiropractors.
(18:24):
It's not going to stop.
I'm going to keep doing it.
I love it.
I love helping you guys.
I love helping the profession,one practice at a time.
It's been great.
Keep doing what you're doing.
Your community needs you andyou.
Getting banned from doing adsdoesn't serve you or your
community.
So stay on guard, staycompliant and keep serving your
(18:44):
people.
Welcome to another episode of Marketing 101 for
Chiropractors.
I'm Dr Enrico Dolcecori and,just like every week, another
podcast on another Friday.
This is a huge public serviceannouncement for all
chiropractors we're going totalk about.
We're going to spin this intolanding pages in a second, but
Meta has been on a tear sincethe beginning of 2024, so over a
(00:23):
year.
They're doing an overhaul onprivacy.
If that is the true fundamentalthing of what they're doing,
great.
If not, who knows what they'redoing on the back end?
But they're strictly sayingthat privacy is an issue here.
European countries have beensuing as far as how they're
collecting data.
You've seen a lot of pixelchanges over the years, but over
(00:44):
the last 12 months, privacy hasbeen the ringing bell for meta,
so Facebook and Instagram, andthey're really locking down on
this.
Now.
The next step to this is nowthey're going through all their
industries and saying, okay,where are we slipping through
the cracks on privacy?
And how we're tracking and howwe're cooking and how we're?
You know anyone that uses theFacebook platform?
(01:04):
But not only that.
Are our advertisers breakingany privacy issues here?
And it's starting to trickleinto the Facebook form which
many of you use for your ads.
I don't know if the digitalagencies are all on this I hope
they are but what's happeningwith the Facebook form is now
they're saying okay, well,privacy, privacy equals HIPAA.
(01:24):
Hipaa equals healthcare.
What's happening under HIPAA?
Collecting a patient's name,phone number and email could be
a HIPAA violation and a privacyviolation for healthcare
providers, because they will putin this information on Facebook
.
They'll fill out your form,they'll reply to your ad on your
offer and give you theirinformation.
All okay at that point.
(01:46):
But once you make the call tothem and they do book in as a
patient, they become ahealthcare patient.
So now, how did you obtaintheir data?
And now they're going to saythat HIPAA.
We're breaking HIPAA laws bytaking those that information
and processing it through anunsafe process through Facebook
forms, which is non-HIPAAcompliant.
(02:07):
Unfortunately, facebook nevermade this, but from the back end
, from my perspective, I wouldargue it is HIPAA compliant
because you are the owner ofyour ads account.
No one else can really see allthat information, but with CRMs
and everything that happens andhow they can integrate with
Facebook from third parties,they can take that data and put
(02:28):
it into non-HIPAA compliantsystems, which things like high
level claim to be HIPAAcompliant, but a CRM can be
argued as non-HIPAA compliantbecause it took that data from
another source.
Anyways, long story short, whatdoes this leave us?
You're going to have to pivotvery quickly here now, today,
and switch towards landing pages.
(02:49):
Now you're going to say Enrico,come on, don't do this to me,
man.
You've been talking for threeyears about landing pages versus
forms.
You've led us to forms becauseless friction to transaction.
The patient gives us theinformation we follow through
with good CRMs, good texting andemailing.
(03:09):
Right when they fill out theform, our team calls them as
fast as possible.
We do all the right things toconvert as many leads to new
patients as possible.
It's been working.
Don't do this to me.
Well, it's not me, it's meta,so I'm protecting you.
What's going to happen is Ithink this is going to be a
light switch.
That's how fast it's going tobe.
They're going to be like youcan't do this anymore.
(03:30):
Then, if you have ads going,like myself, ads are going and
they do the light switch on aMonday morning and we're
collecting data all Monday, allTuesday, all Wednesday they'll
flag us and say, hey, you'recollecting patient information.
Your ad account is nowsuspended.
I think that's worst casescenario and I feel like many
people are going to get trapped,especially if you hired a
(03:53):
digital marketer to do this foryou.
I'm not picking on anyonespecific, but if these marketers
are not on top of this, you'regoing to notice that, um, you
might get caught and your adsaccount will be disabled.
It's a pain to get these thingsback up.
You pretty much have to createa whole new account, or get your
spouse's account and create anads account there and go through
(04:16):
them.
Hopefully they'll let you dothat.
So that's where we got to notget banned on advertising.
Now, what is the tendency thatI've been seeing to determine
this?
One, the Facebook policies.
You read them, you're like, ohyou're, this is fishy, you're
doing something.
I don't like.
This.
It's obviously healthcarerelated, because they're
(04:37):
bringing up hippa, which I don'tlike.
So that's us.
And then number three is there'sthis shift to google by a lot
of major digital agencies andweb companies that do
advertising on a SaaS platformfor all industries, not just
chiropractic.
They are going back into Googleand Google ads and taking their
(05:00):
money out of meta for now andputting it there because they're
really worried this is going toslow down the click rate from
on from lead forms, from forms,right.
So now they're creating landingpage.
So they're going to google,which is smart, in the meantime
creating and putting more intothe ads there and creating
landing pages for the google adsso that people that click on
(05:21):
the ad or click on theinformation or whatever
advertisement they've got goingon, land on the right landing
page for that information tomatch up, so they're not just
going to the homepage of yourwebsite.
This is good, that's reallysolid marketing.
But what's happening is becausethey're pulling out of meta to
do this.
Then when they create thelanding pages and they see the
results on Google, they'll crosstest on meta as well and see if
(05:45):
the clicks that are going tothe landing pages are converting
to new patients that areactually coming in.
And what you'll see?
There is a decline Because,again, if you've been listening
to me, facebook forms createmore leads for the same price.
So let's say you spend $50 a dayon your Facebook ads and now
you convert and you've beendoing forms and at the end of
the week you get 25 leads fromthat money.
(06:08):
You get 25 leads per week.
You get 100 leads a month.
$50 a day.
It's a really good ad, right,it's working well.
Now you're going to switch forFebruary into landing pages.
You're like okay, I'm going tokeep this ad going, but I'm just
going to change it from form towebsite and my website is going
to be the landing page on thisoffer.
That I'm doing.
You create a landing page andyou follow all the rules.
It's a good URL.
It's a sub domain for your, foryour main URL.
(06:31):
It has a form.
Right at the top it has theoffer very clearly linked there.
It's an autofill.
You do everything right andthen at the bottom you can put
some more information, make itlook like a web page.
You with your own cliniclocation, your hours of
operations and testimonial,whatever that relates back a
YouTube video talking more aboutthe offer or the prior.
Maybe you're doing neuropathyor spinal decompression,
(06:52):
whatever it is.
You do everything right andnothing changed.
And then in February you'regoing to see this go down to
seven leads per week and you'relike, hang on a second, we were
getting 25.
Now we're getting seven.
Just that barrier of peopleclicking on the ad and going to
a landing page is going to turnthem off.
They're going to be like nothanks, I don't want to go to
(07:12):
that webpage.
I don't know that webpage.
I don't recognize that webpage,so we lose them.
The ones that are interested inthe ad and the offer.
They're like no, I really wantthis.
Those are going to be the seven.
Okay, so you're going from ahundred leads per month to 28,.
Seven times four Makes sense tosee where I'm getting these
numbers.
And these are just hypotheticalnumbers.
So you're going to be like, ohmy gosh, these ads suck.
(07:34):
Now, however, please know yourmetrics.
Know your metrics theimpressions that you get, the
link clicks that you get, theleads that you get and the
conversions to new patients thatyou get.
You'll notice for those of youthat do 50, 100 leads per month
those ones I have two clinicsOne of them does that and the
conversion rate.
(07:54):
When you go to look at it, youget 40 people out of the 100 to
come in.
You have a 40% conversion rate.
Okay, because they're cold,cold leads.
Lead forms are very cold leads,right.
They're hard to get on thephone, they're hard to respond.
They tell you to stop on thetext messages.
They're just tougher leads,right?
Okay, now you have this goodlanding page funnel which gets
(08:17):
you the 28.
Do the data, do not quit.
Do not turn off your ads.
I would do this in February andin March I would get 60 days of
data.
Take those 60, 28 times two,those 56 leads that you get in
February and March, and look atyour conversion rate.
I wouldn't be surprised if 35out of the 60 are coming in, or
(08:38):
40 out of the 60 or, even better, 45 out of the 60 are coming in
as new patients.
So you go back and you look atthis and you're like I was
getting 40 new patients with thehundred and now I'm getting 45
new patients with the 60.
Your team in April is going tolove you because now they're not
(08:58):
calling a hundred people andgetting a bunch of no's, they're
calling 60 people and getting45 of them in the office.
So you're going to have ahigher conversion rate because
you're going to have higherqualified leads that actually
fill out your form.
So just preparing you mentallyfor the shifts that you may have
had.
For those of you that havealways run landing pages make
them better, tweak them better,run some Google ads as well
(09:21):
alongside, for a lower amount,so that you dominate your area
as far as how people find you,so they're just scrolling
through Instagram.
They see your ad.
They keep scrolling.
Then they go to Google.
They're like I got low backpain.
Then you pop up on the mapsbecause you're six miles away
and they're like, oh, Irecognize them from somewhere.
(09:41):
And that's how marketing worksis on, impressions Makes sense.
Go to last week's podcast withdr Jeff yeah, dr Jeff Greenfield
.
He did a great job.
He runs a Probolytics.
Now it's a marketing company,doesn't even practice
chiropractic anymore.
He literally does this for hugecompanies and same rules apply.
Whether you spend ten milliondollars a year on on ads so a
(10:03):
million dollars a month or youspend two thousand dollars a
month, whatever it is, the rulesapply the same.
It's the same marketing rulesthat you want to keep going and
you don't stop your ads.
But I think you need to makethis transition now, like I
don't want you to do this on the11th hour.
Your landing pages are going tobe brutal.
They're going to be quickly setup for those of you that truly,
you know, have clinics that aremachines and are always, you
(10:26):
know, getting new patients andalways converting and always
doing this stuff.
And you got associates, you gotmouths to feed.
You got a family and all thisstuff.
You're not gonna pause your ads.
You're gonna get it frustrated.
You're gonna want to keep thisgoing.
There's no time to stop or slowdown.
So I never understood that pausemy marketing thing.
I don't get it when people like, hey, just stop the marketing,
but what else are you doing formarketing?
I've been coaching you for awhile.
(10:48):
You don't do Google ads.
You don't do referral marketing.
You don't do anything.
They're like no, I just getnatural referrals.
Okay, you can count on that fornow, if that's what your
marketing is, but wouldn't youdouble down on referral
marketing?
If you're going to pauseeverything else, the plan should
be okay.
My ad account got suspended.
What do we do?
What's our backup plan?
(11:09):
Let's talk about this for therest of the podcast.
Here's your contingency plan.
If Meta is like, hey, we'redone, we're just closing
Facebook, you're like what ishappening?
Or whatever, google getsovertaken by aliens and they
close it because the aliensdon't want us to use Google
anymore.
Whatever happens, what's yourcontingency plan on this?
You got to double down on thethings that work.
(11:30):
So every chiropractor I talk toreferral marketing, like
patients referring to theiroffice, is their number one
source of new patients, or ifit's not the number one source
that drives them, it's theirnumber one.
They love those ones becausethere's no selling involved.
The patient comes in, they needyou, they know, they've already
(11:53):
been prepped by this personwho's their neighbor and they're
ready to go.
How do you double, triple, 10x,that process?
Or, if something's working foryou and you need growth and you
need to scale your practice, howdo you 2X, 5x or 10X?
That Is it just dumping moneyinto it?
What is your contingency plan?
So for referral marketing, it'sliterally putting on steel toe
boots and going into yourcommunity boots on the ground
marketing.
So now you're going to go shakemore hands, go back to your
(12:15):
network of 90, the people thathave referred to you, the
providers that have referred toyou, the pizza places, the hair
salons, the booster juices, the,the what do we have here in the
States?
Tropical smoothies, whatever.
You're going into the healthshops, the health food stores,
you're going into everywhere andyou're just telling everyone
where you're located and whatyou do.
Where you're located and whatyou do, just like any other
(12:35):
marketing program out there, andthen you're telling every
single patient to refer to youroffice.
They're going to do yourlong-term patients.
We'll be like is everything okay?
You'll be like no aliens tookover Google.
We need to do this now.
I need you, sally, to tellpeople about us.
I always talk about you, butyou got it, doc, give me more
(12:56):
cards.
That's what will happen.
Have you ever done that?
I don't know if any of you haveburned the boats before in your
career.
Done it once.
Don't recommend it, but I dorecommend it because it changes
you for the better.
Once you burn the boats,there's no turning back, and
when there's no turning back,you got nowhere to go except
fail and die or succeed.
So that's why I don't like it,because of the scary part about
(13:19):
that.
But that fear drives youunbelievably.
And you're well-equipped.
You're doctors, you have aneducation, you have
entrepreneurship running throughyour blood.
You have all this stuff, allthe artillery that make you
successful.
So what's the contingency plan?
Okay, I'm not saying World WarIII or aliens or anything like
that.
What I'm saying is like, whathappens when you or you make a
(13:40):
decision and you're like screwthese Facebook ads, I'm out of
here.
Okay, they've been a source ofnew patients for you.
You're going to turn thatfaucet off.
What's the contingency plan?
What's the backup plan for that?
Got to be ready for it.
Whether the tech companiesswitch it off on you, elon Musk
goes crazy.
I don't know Whatever couldpossibly happen right After
(14:03):
COVID.
Who knows what could happen?
And they turn it off.
What have you turned it off?
Funds become low.
I don't know what it is.
I've heard all the excuses ofwhat people turn off.
I just can't wrap it around myhead in my entrepreneur journey
over 17 years how you turn offmarketing.
I'm just like I would freak outif we had zero marketing going
on.
I don't think I've ever gonewith no marketing when I had no
(14:25):
money starting up in Canada,right out of school, or in the
US, I was boots on the ground,networking, going to networks.
I hated them.
You hate the actual thing.
I felt like a waste of time.
But the people that were thereend up becoming the staples and
referrers to your business.
One because you're in anetworking group and that's the
job.
Some of them, like BNI, arelike if you don't bring in
(14:46):
referrals, you're kicked out.
They have strict rules, sothat's cool.
The other ones have non-strictrules.
But once you become friends andyou're there every single week
with people and you're actuallyhelping them and you get that
one referral, like as achiropractor.
I found it really tough.
Naturally you will get everyonein that group will become your
patient if they don't alreadyhave a chiropractor, and
(15:06):
everyone in the group can easilyrefer to you.
You are an easy referral formost networking groups out there
because everyone can use achiropractor.
Okay, there will be one or twopeople in the group that just
don't like chiropractors.
We'll never refer to them,we'll never go back and never do
anything.
But they'll say hush, hush,they won't give you a hard, they
won't give you a hard time.
That's about it.
(15:28):
So you get out to them, you'reeasy to refer.
I found the hardest part aboutnetworking was me finding
referrals for the roofer, forthe plumber, for the realtor,
for the.
But as you start to grow yourpractice, it's amazing how many
people lie down on that tableand say one little thing and I
was giving out a referral everyweek.
I had a referral every week forsomebody for something, because
(15:48):
somebody said something on the.
It was one of our patients andI referred them like, hey, I got
a guy.
He does like mold, checks yourhouse for mold, or I've got a
guy that cleans carpets.
I got a guy that you know does.
It's crazy, it's absolutelyamazing.
So back to grassroots here.
The world is post-COVID now,officially America's post-COVID.
(16:09):
Officially we're back towhatever normal is in quotation
marks.
So community is now your focus.
Everybody wants to be back in acommunity.
They miss it, subconsciously.
They miss it, whether they'reconscious about it or not.
Some people are like, oh mygosh, I'd love to be part of a
group again.
They're consciously aware ofhow they feel.
Everyone else that doesn'tagree or hasn't thought about it
(16:31):
is just because they'resubconsciously craving community
and they just don't know whereto start.
They're like what do we go backto?
What do we do?
So they are.
So you getting out there andgetting in people's faces,
they're going to actually likeit.
They're like oh, there's stuffgoing on.
So think about that stuff.
Your contingency plan and thewhole point of this podcast, psa
, the Facebook forms that you'vebeen capturing all your
(16:54):
information, may become HIPAAnon-compliant, which will affect
all healthcare, specificallyyou chiropractors.
So have the contingency oflanding pages set up now.
What I would do if you're not aperson that creates webpages
like me, I'm not.
Delegate it to your web team,whoever hosts your website.
I would call them up and Iwould tell them hey, we need
(17:16):
these webpages for the three orfour modalities that we
advertise all the time, or thetwo offers that we have all the
time.
I want you to look at thisoffer.
I would screenshot the Facebookad, send it to them, say, hey,
match the brand on this on alanding page for us.
It will be a hidden page.
You will have the URL that youcan go to at any time.
You copy that URL, you put itin as the website page for your
(17:40):
Facebook ad now.
So it's going to be like do youwant to create a landing form?
Do you want to go to a webpage?
You want to go to an app?
You're going to pick websiteand in the URL you're going to
put your landing page andthey'll redirect them to a sub
domain on your main website sothat you're brand specific.
The domain is clear andFacebook allows it and it goes
there, and that is yourcontingency plan to move forward
(18:03):
.
I would work on this now.
It's the end of January, rightnow, like now 2025.
So this is when you do it.
Keep doing what you're doing.
I will keep you armored andready for success each and every
week, like I have been for overtwo years.
Over two years I've been doingthe podcast and over seven years
doing digital marketing andcoaching for chiropractors.
(18:24):
It's not going to stop.
I'm going to keep doing it.
I love it.
I love helping you guys.
I love helping the profession,one practice at a time.
It's been great.
Keep doing what you're doing.
Your community needs you andyou.
Getting banned from doing adsdoesn't serve you or your
community.
So stay on guard, staycompliant and keep serving your
(18:44):
people.
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