September 5, 2025 • 22 mins
Are your Facebook and Google ads generating plenty of leads but few actual patients? You're not alone. The frustration of watching potential patients ghost you after initial contact is all too common in healthcare marketing.
Converting clicks to patients requires more than just generating leads—it demands a systematic approach to nurturing those connections into booked appointments and actual show-ups. Without an effective conversion process, you're likely throwing away 50-70% of your ad budget.
The challenge begins with speed-to-lead. Contacting potential patients within five minutes via call, text, AND email dramatically increases your chances of conversion. But even with quick response times, many practices falter by relying on just one communication channel or giving up after a single attempt.
Today's digital leads require a multi-channel nurturing approach. Some people prefer texts, others respond better to emails, and some need that personal phone connection. By implementing a consistent 3-5 day follow-up sequence across all platforms, you create multiple opportunities for engagement.
Trust-building is perhaps the most overlooked aspect of lead conversion. Remember, these people found you through an ad—they have no existing relationship with your practice. Sending personalized videos, testimonials, and educational content helps bridge this trust gap and significantly improves show rates.
The most successful conversion systems combine automation with human touch. While automated texts and emails provide immediate acknowledgment, your team needs training to handle personal calls and objections with empathy. The key is positioning the appointment not as a sale but as the natural next step toward solving the patient's problem.
Track your metrics religiously—specifically your lead-to-booked ratio and your booked-to-show ratio. In a healthy conversion funnel, you should aim for at least 40% of leads booking appointments and 90%+ of those appointments actually showing up. If either metric falls short, you've identified where to focus your improvement efforts.
Finally, ensure perfect alignment between your promotional offers and the actual patient experience. The quickest way to damage trust is promising one thing in your ad but delivering something different when patients arrive. Remember, you're not selling appointments—you're offering hope for solutions to health problems.
Ready to stop wasting your ad budget on leads that never convert? Implement these strategies and watch your patient acquisition transform from frustrating to predictable.
- 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 (00:00):
If you're running ads and feel like leads are
slipping through your fingers.
Today we're going to talk abouthow to finally turn those
clicks into patience walkingthrough your doors.
Lead generation is only halfthe battle.
The real money is in theconversion and I know you're
starting to feel this if you'vebeen trying to run your ads, or
(00:21):
even if you have an ad agencyrunning your ads for you.
The lead generation is there.
You can create leads withinstant forms or funnels or
landing pages.
You can get people'sinformation.
They're willing to give thatinformation because your ad copy
is somewhat good.
So they're there.
They're like, yeah, I want thatand they take that.
But remember, they're fillingout probably six or seven forms
(00:42):
to other offers that they seethrough there as well.
So many chiropractors run metaand Google ads and get leads,
but only a fraction of them bookor show up.
The common frustrations I hearfrom teams that I work with,
both the CAs and the doctors isthat leads ghost us after the
first contact.
There's just no response.
Staff struggles with follow-upand patients don't trust the ad
(01:07):
offer.
Many clinics don't know that,but some are intuitive enough to
be running ads and tell us hey,I don't think there's much
trust.
When I do a $49 promo or I dothis or I do that, I haven't
really built my reputation yet.
When they see my ad, theyreally don't know who I am, and
they're absolutely right.
The reality check here is ifyou don't have a conversion
process, you're throwing away 50to 70% of your ad budget
(01:30):
Because a lot of them will ghostyou.
A lot of them will not respond.
It's not about the leads, it'sabout the conversions.
So people tell us this all thetime I'm getting $17 leads, I'm
getting $28 leads, I'm getting$31 reads, I'm getting $40 reads
, whatever it is.
That's how you decipher whatyour ad spend is going to.
What information is it givingyou on your ad spend?
(01:51):
If you spend $1,000 a month andthey're $40 each, you can do
the math there and get your 24leads per month from that.
But what does that mean?
How many new patients are youactually getting in the books?
And typically it's a fraction.
How many new patients are youactually getting in the books?
And typically it's a fraction.
This is why the conversionsbreak down.
We're going to dive into thishere and it's simple, but it's
difficult.
It's a simple problem solvehere on a podcast, but in a
(02:15):
systems and procedures or an SOPtype thing in your office it's
not as easy as it looks.
We need to get speed to lead.
We know this and I hope youguys know this too, and your ad
agencies.
Everyone is texting the leadimmediately.
They're getting an email and atext immediately.
But what about that call?
Who is calling them immediatelyDuring office hours?
(02:37):
Your team needs to be trained tohave that CRM up or however
those leads come in, I set it upas an automatic email to the
front desk immediately when thelead comes in.
They get the email because theyget usually a notification or a
chime when emails come in.
It works really well for them.
Some offices we do the emailand the text directly to the
front CA or the office managerso that they can see it on their
phone immediately.
(02:57):
So they call them that fast.
So we have to have all threeplatforms set up for phone,
email and text, and that's whatwe need to do.
So waiting hours to call themequals a dead lead, not going to
get them.
You're going to say well,enrico, what happens if the lead
comes in on Facebook at 1030 atnight?
What are we going to do there?
Well, of course you're notgoing to call them at that time.
That will be a red flag forthem.
(03:17):
Why is a medical office callingme at 1030 at night?
But what you do want to have isthe text and the email sent out
immediately, notifying themthat they've received your form,
that you've received their formand that you are going to get
in contact with them.
So we have the wrong follow-upchannel.
Some people prefer text overcalls and we try and call, call,
call, call, call and they neverrespond back to us, and so we
(03:39):
give up on all mediums.
You don't know these cold leadsbecause you just don't know who
they are.
So we have to follow all threemediums.
You'd be surprised how manypeople respond to email
sometimes, but the fact that youonly have a two email sequence
means that you never really gavethem a chance.
You might end up in their spamor their junk.
You never really gave them achance to do that.
So we have to have a bettercommunication as well, and what
(04:01):
we typically have is poorcommunication.
Scripts sound too pushy or toogeneric.
There's a lack of automation,no consistent nurture, just one
call and done because yourteam's busy.
These are the top things thatare happening that are holding
things back.
The weak communication cannotbe scripted, can't have
everything scripted.
Your email is going to beautomatically scripted.
(04:23):
Your text is automaticallygoing to be scripted and given
to everyone.
So the phone calls have to begenuine.
They have to be from a teammember that represents your
business and gives them a callfrom a personal level saying hi
Michael, thanks for filling outthat Facebook promo that we had
on there for coming in for aconsult.
I'm Enrico from Full LifeChiropractic.
I'm the office manager here,just seeing what day works best
(04:43):
for you to come on in.
That can be a voicemail initself.
If you get that, call us backat this number 1-2-3-4-5-6, and
we'll get back to you and book atime ASAP that fits for you.
And then another thing withthese types of ads is this we're
just not building any trust.
Patients don't know you yet.
They need assurance beforecommitting to anything.
So we have to build up thatreputation.
(05:06):
How do we do that?
Through social media and justrunning ads.
By running an ad, you justbombard your demographic with
your advertisements on asponsored feed and they still
don't know you.
And just because you're runningads doesn't mean that they know
you any better.
So how to get them to know youbetter is to develop
relationships.
This is where texting, emailand phone calls builds that
(05:27):
relationship.
Those non-scripted voicemailsyou leave that are genuine to
the patient, calling from amedical office, making it feel
real.
The emails that send them toyour website so for them to
explore a little bit more,rather than straight to booking
an appointment in your widgetthat books an appointment, maybe
saying, hey, check out thislink about sciatica or low back
(05:48):
pain, whatever your ad was about.
Sending them to a link on yourwebsite so that they get to the
um services page or thetreatments that you uh,
treatment the conditions thatyou help with.
And you have a sciatica page.
That's your landing page.
They go there Now they're onyour website and they might just
go to home or find the doc.
See what the doc looks like.
(06:08):
The doctors look like.
They're like oh man, I want abook with Christine.
I'm going to go and it lookslike she comes from my hometown.
Whatever it is, they're goingto relate with the doctor and
then be on your website.
Instead of the push straight toa book.
We have to soften this stuffwith advertising and have all
channels covered.
So the conversion system thatworks better, which means that
(06:31):
if you're getting 50 leads amonth, what does that transpire
to?
Does it transpire to one newpatient?
I was helping a doc down inSouth part of town and we
generated 197 leads for him inlike three months and he had I
think he got on the phone withseven of them and I think he had
three come into the office andthat was the worst yield I've
(06:52):
ever seen in my entire time ofdoing this.
And we, of course we stopped,we paused and said something's
going on, something's up.
Either you know I'm missing theball here or something's going
on.
And whether they were honest ornot, I couldn't dissect what
was going on, but it must'vebeen the follow-up.
There's no way to generatealmost 200 leads and not get
(07:14):
anyone on the phone or anyone tobook an appointment.
That makes little to no senseto me.
So let's talk about thisconversion system.
We have to break down theframework in your practice that
turns leads into appointmentsand the number one thing is
immediate response Call text,email within five minutes of
that lead coming through.
This can be automated.
(07:34):
You can even automate a callvoice drop for them where, if
they pick up the phone, it ringsto your phone so that you can
answer it and you can set upcall times and all this stuff
and get a little savvy with thisfor your office so that this
doesn't even happen after 6 pmwhen you guys are closed.
There's ways to do this.
You can use automations, likewe use High Level for everything
(07:57):
, for instant text.
Thanks for reaching out.
We got your request.
We will be in touch shortly.
That's a much more softer way toengage with somebody.
Where they don't feel like theyhave to respond to that, where
they don't have to feel likethey have to DND you for that,
or where they have to like stoptext or delete, they say, oh
yeah, I did fill out that formand like 17 seconds later I got
(08:18):
that text.
That's pretty awesome.
And then they got an email thatthey may or may not check and
just don't rely on just one call.
So if it is during office hourswhen these things come in at
like 9.30 in the morning and youget that notification, your
team has to be trained to get tothat quickly.
So we automatically send emailof the lead contact information
(08:39):
directly to the front desk.
Some offices ask for theautomatic text to go to the
front SCA as well, if they'reopen to that, so they see it on
their phone.
They're like, boom, the phonenumber's right there on their
text message.
So they pick up the officephone and they call Jim or Mary
whoever it is that filled outthat form, and that makes it
quicker during office hours.
(09:04):
We have to be savvy with ourautomations after office hours
to still follow this rule ofbeing in touch with the client,
with the potential client, andscripts that work.
We have to use scripts thatwork.
Don't rely on just one call.
Use calls, texts and emailsover three to five days.
Don't give up on these leadsJust because they filled out
that form at 10 o'clock lastnight.
Tomorrow they're busy at work.
It's a busy Thursday at work.
(09:26):
They're not getting back totheir emails or their texts.
Then Friday it eases up and youjust sent out that follow-up
email or that text and thatautomation.
That was at the right time andthey reply.
That's who you get.
When they reply, they're justdone, they just got out of their
car, they're waiting to havelunch with somebody and they're
waiting there.
Boom, that text comes rightthrough.
(09:46):
They're like, oh yeah, theCairo yeah, let's do this.
I'm free on Monday after work,three and six.
So if you got anything there,that'd be great and they can
engage a conversation at thatpoint.
This If you got anything there,that'd be great and they can
engage a conversation at thatpoint.
This is how it works in reality.
We're still humans.
This is how the world works.
We're trying to fit intopeople's busy schedules and we
have to understand that withthis form of marketing.
That's why this can't be youronly form of marketing.
(10:08):
So that's the problem there.
It's your most efficient perdollar form of marketing, but it
cannot be your only form ofmarketing marketing, but it
cannot be your only form ofmarketing.
Scripts that work is exactlylike I said previous.
Hi Michael, this is Enrico fromFull Life Chiropractic.
I saw your request info aboutour new patient offer.
When is a good time for you tocome in?
That's the script Position, theappointment as a natural next
(10:33):
step.
That's why we're calling you.
We're here to book you in.
You said you were interested.
Let's see if you really are.
Come on in Text reminders 24hours and two hours before the
appointment are, from theresearch, the best times to do
it 24 hours.
But hey, we're looking forwardto see you tomorrow at 4 pm and
then, two hours before, we'relooking forward to see you in
two hours.
Here's our location.
(10:54):
That is just a way to remindthem to show up, personalize
videos and testimonials viaemail to build trust.
How many of you are doing that?
How many of you are sending aYouTube video via email to these
potential leads?
Do you think that's a greatidea?
To really build trust digitally?
To send them to your YouTubechannel to have a welcome video
(11:16):
about, hey, who you are, whatyou do, where we're located?
Hey, we're across the streetfrom Marshall's, beside the
Chick-fil-A, and we're in thatOptum Plaza on 5th and 4th
Street, 5th Avenue and 4thStreet and they're like, oh,
this guy lives right down here.
You make it relatable.
Make sure when you're comingdown 4th Avenue, remember the
(11:40):
construction there or whatever.
You guys know your towns.
When you're zipping by, say hito Mike at Mike's Pizza for me,
whatever it is, be relatable.
And as you come in, it's aquick tour of the office or just
a quick you standing in frontof the office and just saying,
hey, I'm so excited to see you.
If you make a decision to comeinto our office, we'd love to
help you out here.
We've helped thousands ofpeople in our local community
(12:03):
from Rochester to Detroit toTroy.
You know your areas and you talkabout this and you get them in
there.
I have a few NFL players thatsigned jerseys in our office.
I stand in front of those typesof things for these videos.
You never know who you'll catch.
They might be a Jets fan, theymight be a Steelers fan.
(12:24):
You don't know what's going on.
They may see that and you'llcatch some stuff.
We take care of some athleteshere.
Hint, hint, nudge, nudge thejerseys right there or whatever
you guys do in your office.
There's little ways to relateback to your ideal clients and
that's the way to do it.
Personalize videos, try and addthat it's a one-time thing.
You shoot the video, you'redone.
The content is created.
You put it into the automationemail that gets sent out.
(12:46):
Maybe it's the third email thatthey get.
First email is like thanks forfilling out the form.
We'll be with you shortly.
Check out our website for moreinformation.
For more, more information,send them to your landing page
on your website.
And then the third email islike hey, here's how you can get
started with us.
Here's a little bit more aboutus.
Click this video to watch theshort video, or whatever.
Click this YouTube link towatch our short video and it's
(13:07):
in there.
Boom.
Maybe some people will watch it.
We need automation, but we alsoneed human touch.
That's how this stuff isworking now, in 2025.
This is how this stuff isworking.
Automate the reminders, buttrain your staff to handle
objections with empathy, boththrough text, email and phone.
I understand you're busy.
(13:27):
Let's find a time that works.
That's your follow-up stuff.
What do you call it?
Hey, it's Enrico from Full LifeChiropractic.
Again, I left you a voicemailyesterday.
I'm doing it one more time.
I hate to be a bother.
I just understand that you'rebusy and I want to stay on top
of this, because you reached outto us and I think you need some
help.
That's why you reached out tous.
Let's find a time that worksfor you.
Give me a call back.
(13:48):
Here's our number.
Hope to hear from you soon.
I mean just that follow-up.
So when they do listen to thevoicemails, they're like yes, I
am interested, make sense.
We have to go back to thesystems and procedures in the
office and you have toautomatically be changing these
routinely.
You can't stay on your 2024 thesame way you've been doing
things.
(14:08):
You have to change it and adaptto people.
Things are moving fast.
People are changing fast.
Psychology is moving fast.
People are changing fast.
Psychology is changing fast.
We're going from this weculture again post-COVID of.
Like you know, covid changedeverybody to think about
everyone.
Right, we're like culture,sociology, the people around us,
infrastructure, government.
(14:29):
The election was last year, itwas this we thing.
But as all of that simmers down, it now is becoming a me thing
again.
People are now thinking aboutthemselves again and I'll tell
you from an economic perspective, when we start thinking about
we, wallets tighten up and theeconomy has been crazy.
The inflation has been nuts.
People just don't have themoney.
But the good thing about whenthings turn back to me, wallets
(14:54):
start to open up again.
Get on top of this.
Trust me with this, facebookcan be a source of new patients
for you and it doesn't have tobe frustrating.
You can do this.
If you need help, reach out.
I love this stuff and we trainyour teams.
This is a different thingbetween all the ad agencies.
I'm in my office.
I have a satellite office, Ihave associates.
I'm doing this from yourperspective.
(15:17):
I'm not an ad agency.
Not all the bells and whistles,not the flashy videos I do for
you.
No, but we do ads that work andI teach your team how to do
this stuff.
So if your team needs help, ifyou're working with another
agency, call me up.
I don't care, you don't have toswitch.
Train your team, let's get thatgoing.
And I don't care, you don'thave to switch.
Train your team, let's get thatgoing.
Go on to EnricoDcom.
(15:37):
Use the stuff that's on there.
Go to my YouTube channel.
Tell your team watch those twovideos.
I mean, the stuff is there foryou.
We're here to help in any waythat you need to.
But some last tips for you onthis.
These are pro tips when itcomes to all these leads.
We've generated thousands ofleads.
We've built an email list offof Facebook.
(15:58):
It's been phenomenal.
Track your lead to booked ratio.
You need to know this andbooked to show ratio In high
level.
What we have is like sevencolumns New lead number one
Everyone funnels into that.
New lead.
Making contact is the secondfunnel, the second column making
(16:18):
contact.
So our CA knows to take thatone and say I'm making contact,
I'm trying to text email andcall them.
Made contact, boom, I left avoicemail.
I've contacted them on thephone.
Sorry, I've talked to them onthe phone.
They're not interested.
They replied to a text sayingthey're not interested.
They replied to an email sayingthey're not interested.
Fine, they go into the lost,not interested category.
(16:41):
Or they said I'm interested,boom, hot lead.
Now they're called a hot lead.
So they have a system in there.
When they sit down, yes, attendto the people first that are
new leads, but the hot leads arethe ones that get my first call
.
That way, if I get tied updoing a million other things, I
at least made those three callsto the hot leads who responded
(17:01):
saying yes, I would like to booka time, or yes, next week works
for me.
They're on it to get them inthe books.
The conversion rate from thatcolumn to show is really high.
It's the people that are notresponding.
That's tough to get them intothat.
So we need to know your lead tobooked ratio and your booked to
show ratio, how many of theleads booked an appointment and
(17:23):
how many of those bookedappointments showed up In a
healthy funnel, in a healthy adspend, whatever you're spending
$1,500 or $2,000 a month.
Whatever it is or whatever yourbudget is, converting the lead
to booked ratio is frustrating.
It's low.
It just is low.
If you're shooting 40%, I thinkyou're doing fantastic.
(17:44):
Your team's doing a great job.
So that means that a four outof 10 leads that come in, four
of them are booking anappointment.
Now, where you can do a greatjob is in the booked to show
ratio, where those people arejust been so well nurtured by
the things we talked about onthis podcast that you have a 99%
show up rate.
That's how you get the four outof 10.
(18:06):
That's how you get the 40%conversion of your leads on your
Facebook ads to actually becomenew patients.
That's how you do it.
If you break that funnel on theend there, yeah, you got the
four to book, but if they onlyone of the four show up now you
got one out of 10 of the leadsshowing you have a 10% convert.
(18:28):
That's what the frustrationright, and I feel you.
I know that frustration.
We've had months with that too.
Role play scripts with staffweekly.
A lot of teams don't reviewthis weekly, just be like hey,
I've been telling all the leadslast week this on my new
voicemail that I leave them.
How's this sound?
I hear my team doing stuff likethat all the time.
(18:49):
Our office manager is talkingto the associate.
The associate's like, oh, thatsounds a little pushy.
Try that and it becomes morehuman.
It's great.
Use short testimonial videos infollow-up texts and emails.
You've done the original stuff.
You got to them in the three tofive minutes.
You got your automations out.
What are you going to do overthe next three to five days?
Create these types ofautomations where you use short
(19:10):
testimonial videos in follow-uptexts and emails.
Send them a video via text.
Say hey, check out awesometestimonial we just had at Full
Life Chiropractic.
See what happens.
Text offers consistent, don'tbait and switch.
That's another thing that canhappen too.
Where you have a $49 thing,people come on in on day one but
(19:31):
they're not going to get it onday one.
They got to come back on daytwo because you're following the
, the coaching program that youwent to about how you don't
adjust on the first day.
But you did a 49 special andthey could have just freaking
gone to the joint for 29 bucksand got everything that they
wanted, but no, not with you.
And now you've tart.
You know it's a tart, sourtaste in their mouth for day two
(19:52):
like why didn like?
Well, I didn't even getadjusted.
You're trying to funnel yournew patient protocol into a lead
.
Make sure your offer matchesexactly the protocol that you
have.
You should have strictprotocols for that.
We do CLA, substation scans, thethree technologies, all this.
We do not do that for ourpromotional offers, so we put
none of that in our promotions.
(20:13):
Come on in for a new patientexam, consult and report of
findings at first adjustment ornot, a first adjustment for
whatever 99 bucks.
Once they come in, we're notscanning them Like our decomp
ads that we do for 49 bucks.
There's no scans, there'snothing.
I do the consult standing in thex-ray room.
You've got five minutes, man.
They don't know that.
They don't know that.
But they come on in.
(20:35):
They got five minutes.
Talk to me, that's it Great.
Walk six steps back and standin front of that x-ray.
I'm going to take an x-ray ofyour low back, see if you
qualify for spinal decompression, pain of pee lumbar, maybe some
flexion left and right.
If we need to see something,they might have an MRI review.
Whatever it may be, it's done.
There Consumes 10 minutes of mytime.
I feel okay with the 49 bucks,it's all good, covers my ad
(20:57):
spend.
And now we're like, great,let's try the table.
That's what they want.
See something on the X-ray Likelisten, we're not going to pull
on that at all.
You need an MRI, or I thinkCairo is going to be better for
you, or I think Cairo and spinaldecompression is going to be
good for you.
So what I want you to do is trythe decompression today.
Let me know how you feel.
I'm going to call you tomorrow,see how you feel, and then I
(21:18):
want you to book the day aftertomorrow to come back.
I'm going to have a plan foryou based on everything we did
right now today and how yourespond, to see how we're going
to get this better and we'regoing to work together over the
next couple of months and getthis better.
That's my exact script andthat's not even a script, it's
just natural communication thatI have with the patient, and
that's for spinal decompression.
I could talk all day, but I'lllet you go for this week.
(21:40):
Use these testimonials, keepoffers consistent, don't bait
and switch and remember you'renot selling an appointment,
you're offering hope for asolution.
Oof, that's what advertising isall about.
If you need help, guys reachout.
I'm here to help.
This is what I do.
I love you guys.
I love the profession.
I love everything.
Have a great week, keep doingwhat you're doing.
(22:01):
I know you're working hard, butthe world needs you.
If you're running ads and feel like leads are
slipping through your fingers.
Today we're going to talk abouthow to finally turn those
clicks into patience walkingthrough your doors.
Lead generation is only halfthe battle.
The real money is in theconversion and I know you're
starting to feel this if you'vebeen trying to run your ads, or
(00:21):
even if you have an ad agencyrunning your ads for you.
The lead generation is there.
You can create leads withinstant forms or funnels or
landing pages.
You can get people'sinformation.
They're willing to give thatinformation because your ad copy
is somewhat good.
So they're there.
They're like, yeah, I want thatand they take that.
But remember, they're fillingout probably six or seven forms
(00:42):
to other offers that they seethrough there as well.
So many chiropractors run metaand Google ads and get leads,
but only a fraction of them bookor show up.
The common frustrations I hearfrom teams that I work with,
both the CAs and the doctors isthat leads ghost us after the
first contact.
There's just no response.
Staff struggles with follow-upand patients don't trust the ad
(01:07):
offer.
Many clinics don't know that,but some are intuitive enough to
be running ads and tell us hey,I don't think there's much
trust.
When I do a $49 promo or I dothis or I do that, I haven't
really built my reputation yet.
When they see my ad, theyreally don't know who I am, and
they're absolutely right.
The reality check here is ifyou don't have a conversion
process, you're throwing away 50to 70% of your ad budget
(01:30):
Because a lot of them will ghostyou.
A lot of them will not respond.
It's not about the leads, it'sabout the conversions.
So people tell us this all thetime I'm getting $17 leads, I'm
getting $28 leads, I'm getting$31 reads, I'm getting $40 reads
, whatever it is.
That's how you decipher whatyour ad spend is going to.
What information is it givingyou on your ad spend?
(01:51):
If you spend $1,000 a month andthey're $40 each, you can do
the math there and get your 24leads per month from that.
But what does that mean?
How many new patients are youactually getting in the books?
And typically it's a fraction.
How many new patients are youactually getting in the books?
And typically it's a fraction.
This is why the conversionsbreak down.
We're going to dive into thishere and it's simple, but it's
difficult.
It's a simple problem solvehere on a podcast, but in a
(02:15):
systems and procedures or an SOPtype thing in your office it's
not as easy as it looks.
We need to get speed to lead.
We know this and I hope youguys know this too, and your ad
agencies.
Everyone is texting the leadimmediately.
They're getting an email and atext immediately.
But what about that call?
Who is calling them immediatelyDuring office hours?
(02:37):
Your team needs to be trained tohave that CRM up or however
those leads come in, I set it upas an automatic email to the
front desk immediately when thelead comes in.
They get the email because theyget usually a notification or a
chime when emails come in.
It works really well for them.
Some offices we do the emailand the text directly to the
front CA or the office managerso that they can see it on their
phone immediately.
(02:57):
So they call them that fast.
So we have to have all threeplatforms set up for phone,
email and text, and that's whatwe need to do.
So waiting hours to call themequals a dead lead, not going to
get them.
You're going to say well,enrico, what happens if the lead
comes in on Facebook at 1030 atnight?
What are we going to do there?
Well, of course you're notgoing to call them at that time.
That will be a red flag forthem.
(03:17):
Why is a medical office callingme at 1030 at night?
But what you do want to have isthe text and the email sent out
immediately, notifying themthat they've received your form,
that you've received their formand that you are going to get
in contact with them.
So we have the wrong follow-upchannel.
Some people prefer text overcalls and we try and call, call,
call, call, call and they neverrespond back to us, and so we
(03:39):
give up on all mediums.
You don't know these cold leadsbecause you just don't know who
they are.
So we have to follow all threemediums.
You'd be surprised how manypeople respond to email
sometimes, but the fact that youonly have a two email sequence
means that you never really gavethem a chance.
You might end up in their spamor their junk.
You never really gave them achance to do that.
So we have to have a bettercommunication as well, and what
(04:01):
we typically have is poorcommunication.
Scripts sound too pushy or toogeneric.
There's a lack of automation,no consistent nurture, just one
call and done because yourteam's busy.
These are the top things thatare happening that are holding
things back.
The weak communication cannotbe scripted, can't have
everything scripted.
Your email is going to beautomatically scripted.
(04:23):
Your text is automaticallygoing to be scripted and given
to everyone.
So the phone calls have to begenuine.
They have to be from a teammember that represents your
business and gives them a callfrom a personal level saying hi
Michael, thanks for filling outthat Facebook promo that we had
on there for coming in for aconsult.
I'm Enrico from Full LifeChiropractic.
I'm the office manager here,just seeing what day works best
(04:43):
for you to come on in.
That can be a voicemail initself.
If you get that, call us backat this number 1-2-3-4-5-6, and
we'll get back to you and book atime ASAP that fits for you.
And then another thing withthese types of ads is this we're
just not building any trust.
Patients don't know you yet.
They need assurance beforecommitting to anything.
So we have to build up thatreputation.
(05:06):
How do we do that?
Through social media and justrunning ads.
By running an ad, you justbombard your demographic with
your advertisements on asponsored feed and they still
don't know you.
And just because you're runningads doesn't mean that they know
you any better.
So how to get them to know youbetter is to develop
relationships.
This is where texting, emailand phone calls builds that
(05:27):
relationship.
Those non-scripted voicemailsyou leave that are genuine to
the patient, calling from amedical office, making it feel
real.
The emails that send them toyour website so for them to
explore a little bit more,rather than straight to booking
an appointment in your widgetthat books an appointment, maybe
saying, hey, check out thislink about sciatica or low back
(05:48):
pain, whatever your ad was about.
Sending them to a link on yourwebsite so that they get to the
um services page or thetreatments that you uh,
treatment the conditions thatyou help with.
And you have a sciatica page.
That's your landing page.
They go there Now they're onyour website and they might just
go to home or find the doc.
See what the doc looks like.
(06:08):
The doctors look like.
They're like oh man, I want abook with Christine.
I'm going to go and it lookslike she comes from my hometown.
Whatever it is, they're goingto relate with the doctor and
then be on your website.
Instead of the push straight toa book.
We have to soften this stuffwith advertising and have all
channels covered.
So the conversion system thatworks better, which means that
(06:31):
if you're getting 50 leads amonth, what does that transpire
to?
Does it transpire to one newpatient?
I was helping a doc down inSouth part of town and we
generated 197 leads for him inlike three months and he had I
think he got on the phone withseven of them and I think he had
three come into the office andthat was the worst yield I've
(06:52):
ever seen in my entire time ofdoing this.
And we, of course we stopped,we paused and said something's
going on, something's up.
Either you know I'm missing theball here or something's going
on.
And whether they were honest ornot, I couldn't dissect what
was going on, but it must'vebeen the follow-up.
There's no way to generatealmost 200 leads and not get
(07:14):
anyone on the phone or anyone tobook an appointment.
That makes little to no senseto me.
So let's talk about thisconversion system.
We have to break down theframework in your practice that
turns leads into appointmentsand the number one thing is
immediate response Call text,email within five minutes of
that lead coming through.
This can be automated.
(07:34):
You can even automate a callvoice drop for them where, if
they pick up the phone, it ringsto your phone so that you can
answer it and you can set upcall times and all this stuff
and get a little savvy with thisfor your office so that this
doesn't even happen after 6 pmwhen you guys are closed.
There's ways to do this.
You can use automations, likewe use High Level for everything
(07:57):
, for instant text.
Thanks for reaching out.
We got your request.
We will be in touch shortly.
That's a much more softer way toengage with somebody.
Where they don't feel like theyhave to respond to that, where
they don't have to feel likethey have to DND you for that,
or where they have to like stoptext or delete, they say, oh
yeah, I did fill out that formand like 17 seconds later I got
(08:18):
that text.
That's pretty awesome.
And then they got an email thatthey may or may not check and
just don't rely on just one call.
So if it is during office hourswhen these things come in at
like 9.30 in the morning and youget that notification, your
team has to be trained to get tothat quickly.
So we automatically send emailof the lead contact information
(08:39):
directly to the front desk.
Some offices ask for theautomatic text to go to the
front SCA as well, if they'reopen to that, so they see it on
their phone.
They're like, boom, the phonenumber's right there on their
text message.
So they pick up the officephone and they call Jim or Mary
whoever it is that filled outthat form, and that makes it
quicker during office hours.
(09:04):
We have to be savvy with ourautomations after office hours
to still follow this rule ofbeing in touch with the client,
with the potential client, andscripts that work.
We have to use scripts thatwork.
Don't rely on just one call.
Use calls, texts and emailsover three to five days.
Don't give up on these leadsJust because they filled out
that form at 10 o'clock lastnight.
Tomorrow they're busy at work.
It's a busy Thursday at work.
(09:26):
They're not getting back totheir emails or their texts.
Then Friday it eases up and youjust sent out that follow-up
email or that text and thatautomation.
That was at the right time andthey reply.
That's who you get.
When they reply, they're justdone, they just got out of their
car, they're waiting to havelunch with somebody and they're
waiting there.
Boom, that text comes rightthrough.
(09:46):
They're like, oh yeah, theCairo yeah, let's do this.
I'm free on Monday after work,three and six.
So if you got anything there,that'd be great and they can
engage a conversation at thatpoint.
This If you got anything there,that'd be great and they can
engage a conversation at thatpoint.
This is how it works in reality.
We're still humans.
This is how the world works.
We're trying to fit intopeople's busy schedules and we
have to understand that withthis form of marketing.
That's why this can't be youronly form of marketing.
(10:08):
So that's the problem there.
It's your most efficient perdollar form of marketing, but it
cannot be your only form ofmarketing marketing, but it
cannot be your only form ofmarketing.
Scripts that work is exactlylike I said previous.
Hi Michael, this is Enrico fromFull Life Chiropractic.
I saw your request info aboutour new patient offer.
When is a good time for you tocome in?
That's the script Position, theappointment as a natural next
(10:33):
step.
That's why we're calling you.
We're here to book you in.
You said you were interested.
Let's see if you really are.
Come on in Text reminders 24hours and two hours before the
appointment are, from theresearch, the best times to do
it 24 hours.
But hey, we're looking forwardto see you tomorrow at 4 pm and
then, two hours before, we'relooking forward to see you in
two hours.
Here's our location.
(10:54):
That is just a way to remindthem to show up, personalize
videos and testimonials viaemail to build trust.
How many of you are doing that?
How many of you are sending aYouTube video via email to these
potential leads?
Do you think that's a greatidea?
To really build trust digitally?
To send them to your YouTubechannel to have a welcome video
(11:16):
about, hey, who you are, whatyou do, where we're located?
Hey, we're across the streetfrom Marshall's, beside the
Chick-fil-A, and we're in thatOptum Plaza on 5th and 4th
Street, 5th Avenue and 4thStreet and they're like, oh,
this guy lives right down here.
You make it relatable.
Make sure when you're comingdown 4th Avenue, remember the
(11:40):
construction there or whatever.
You guys know your towns.
When you're zipping by, say hito Mike at Mike's Pizza for me,
whatever it is, be relatable.
And as you come in, it's aquick tour of the office or just
a quick you standing in frontof the office and just saying,
hey, I'm so excited to see you.
If you make a decision to comeinto our office, we'd love to
help you out here.
We've helped thousands ofpeople in our local community
(12:03):
from Rochester to Detroit toTroy.
You know your areas and you talkabout this and you get them in
there.
I have a few NFL players thatsigned jerseys in our office.
I stand in front of those typesof things for these videos.
You never know who you'll catch.
They might be a Jets fan, theymight be a Steelers fan.
(12:24):
You don't know what's going on.
They may see that and you'llcatch some stuff.
We take care of some athleteshere.
Hint, hint, nudge, nudge thejerseys right there or whatever
you guys do in your office.
There's little ways to relateback to your ideal clients and
that's the way to do it.
Personalize videos, try and addthat it's a one-time thing.
You shoot the video, you'redone.
The content is created.
You put it into the automationemail that gets sent out.
(12:46):
Maybe it's the third email thatthey get.
First email is like thanks forfilling out the form.
We'll be with you shortly.
Check out our website for moreinformation.
For more, more information,send them to your landing page
on your website.
And then the third email islike hey, here's how you can get
started with us.
Here's a little bit more aboutus.
Click this video to watch theshort video, or whatever.
Click this YouTube link towatch our short video and it's
(13:07):
in there.
Boom.
Maybe some people will watch it.
We need automation, but we alsoneed human touch.
That's how this stuff isworking now, in 2025.
This is how this stuff isworking.
Automate the reminders, buttrain your staff to handle
objections with empathy, boththrough text, email and phone.
I understand you're busy.
(13:27):
Let's find a time that works.
That's your follow-up stuff.
What do you call it?
Hey, it's Enrico from Full LifeChiropractic.
Again, I left you a voicemailyesterday.
I'm doing it one more time.
I hate to be a bother.
I just understand that you'rebusy and I want to stay on top
of this, because you reached outto us and I think you need some
help.
That's why you reached out tous.
Let's find a time that worksfor you.
Give me a call back.
(13:48):
Here's our number.
Hope to hear from you soon.
I mean just that follow-up.
So when they do listen to thevoicemails, they're like yes, I
am interested, make sense.
We have to go back to thesystems and procedures in the
office and you have toautomatically be changing these
routinely.
You can't stay on your 2024 thesame way you've been doing
things.
(14:08):
You have to change it and adaptto people.
Things are moving fast.
People are changing fast.
Psychology is moving fast.
People are changing fast.
Psychology is changing fast.
We're going from this weculture again post-COVID of.
Like you know, covid changedeverybody to think about
everyone.
Right, we're like culture,sociology, the people around us,
infrastructure, government.
(14:29):
The election was last year, itwas this we thing.
But as all of that simmers down, it now is becoming a me thing
again.
People are now thinking aboutthemselves again and I'll tell
you from an economic perspective, when we start thinking about
we, wallets tighten up and theeconomy has been crazy.
The inflation has been nuts.
People just don't have themoney.
But the good thing about whenthings turn back to me, wallets
(14:54):
start to open up again.
Get on top of this.
Trust me with this, facebookcan be a source of new patients
for you and it doesn't have tobe frustrating.
You can do this.
If you need help, reach out.
I love this stuff and we trainyour teams.
This is a different thingbetween all the ad agencies.
I'm in my office.
I have a satellite office, Ihave associates.
I'm doing this from yourperspective.
(15:17):
I'm not an ad agency.
Not all the bells and whistles,not the flashy videos I do for
you.
No, but we do ads that work andI teach your team how to do
this stuff.
So if your team needs help, ifyou're working with another
agency, call me up.
I don't care, you don't have toswitch.
Train your team, let's get thatgoing.
And I don't care, you don'thave to switch.
Train your team, let's get thatgoing.
Go on to EnricoDcom.
(15:37):
Use the stuff that's on there.
Go to my YouTube channel.
Tell your team watch those twovideos.
I mean, the stuff is there foryou.
We're here to help in any waythat you need to.
But some last tips for you onthis.
These are pro tips when itcomes to all these leads.
We've generated thousands ofleads.
We've built an email list offof Facebook.
(15:58):
It's been phenomenal.
Track your lead to booked ratio.
You need to know this andbooked to show ratio In high
level.
What we have is like sevencolumns New lead number one
Everyone funnels into that.
New lead.
Making contact is the secondfunnel, the second column making
(16:18):
contact.
So our CA knows to take thatone and say I'm making contact,
I'm trying to text email andcall them.
Made contact, boom, I left avoicemail.
I've contacted them on thephone.
Sorry, I've talked to them onthe phone.
They're not interested.
They replied to a text sayingthey're not interested.
They replied to an email sayingthey're not interested.
Fine, they go into the lost,not interested category.
(16:41):
Or they said I'm interested,boom, hot lead.
Now they're called a hot lead.
So they have a system in there.
When they sit down, yes, attendto the people first that are
new leads, but the hot leads arethe ones that get my first call
.
That way, if I get tied updoing a million other things, I
at least made those three callsto the hot leads who responded
(17:01):
saying yes, I would like to booka time, or yes, next week works
for me.
They're on it to get them inthe books.
The conversion rate from thatcolumn to show is really high.
It's the people that are notresponding.
That's tough to get them intothat.
So we need to know your lead tobooked ratio and your booked to
show ratio, how many of theleads booked an appointment and
(17:23):
how many of those bookedappointments showed up In a
healthy funnel, in a healthy adspend, whatever you're spending
$1,500 or $2,000 a month.
Whatever it is or whatever yourbudget is, converting the lead
to booked ratio is frustrating.
It's low.
It just is low.
If you're shooting 40%, I thinkyou're doing fantastic.
(17:44):
Your team's doing a great job.
So that means that a four outof 10 leads that come in, four
of them are booking anappointment.
Now, where you can do a greatjob is in the booked to show
ratio, where those people arejust been so well nurtured by
the things we talked about onthis podcast that you have a 99%
show up rate.
That's how you get the four outof 10.
(18:06):
That's how you get the 40%conversion of your leads on your
Facebook ads to actually becomenew patients.
That's how you do it.
If you break that funnel on theend there, yeah, you got the
four to book, but if they onlyone of the four show up now you
got one out of 10 of the leadsshowing you have a 10% convert.
(18:28):
That's what the frustrationright, and I feel you.
I know that frustration.
We've had months with that too.
Role play scripts with staffweekly.
A lot of teams don't reviewthis weekly, just be like hey,
I've been telling all the leadslast week this on my new
voicemail that I leave them.
How's this sound?
I hear my team doing stuff likethat all the time.
(18:49):
Our office manager is talkingto the associate.
The associate's like, oh, thatsounds a little pushy.
Try that and it becomes morehuman.
It's great.
Use short testimonial videos infollow-up texts and emails.
You've done the original stuff.
You got to them in the three tofive minutes.
You got your automations out.
What are you going to do overthe next three to five days?
Create these types ofautomations where you use short
(19:10):
testimonial videos in follow-uptexts and emails.
Send them a video via text.
Say hey, check out awesometestimonial we just had at Full
Life Chiropractic.
See what happens.
Text offers consistent, don'tbait and switch.
That's another thing that canhappen too.
Where you have a $49 thing,people come on in on day one but
(19:31):
they're not going to get it onday one.
They got to come back on daytwo because you're following the
, the coaching program that youwent to about how you don't
adjust on the first day.
But you did a 49 special andthey could have just freaking
gone to the joint for 29 bucksand got everything that they
wanted, but no, not with you.
And now you've tart.
You know it's a tart, sourtaste in their mouth for day two
(19:52):
like why didn like?
Well, I didn't even getadjusted.
You're trying to funnel yournew patient protocol into a lead
.
Make sure your offer matchesexactly the protocol that you
have.
You should have strictprotocols for that.
We do CLA, substation scans, thethree technologies, all this.
We do not do that for ourpromotional offers, so we put
none of that in our promotions.
(20:13):
Come on in for a new patientexam, consult and report of
findings at first adjustment ornot, a first adjustment for
whatever 99 bucks.
Once they come in, we're notscanning them Like our decomp
ads that we do for 49 bucks.
There's no scans, there'snothing.
I do the consult standing in thex-ray room.
You've got five minutes, man.
They don't know that.
They don't know that.
But they come on in.
(20:35):
They got five minutes.
Talk to me, that's it Great.
Walk six steps back and standin front of that x-ray.
I'm going to take an x-ray ofyour low back, see if you
qualify for spinal decompression, pain of pee lumbar, maybe some
flexion left and right.
If we need to see something,they might have an MRI review.
Whatever it may be, it's done.
There Consumes 10 minutes of mytime.
I feel okay with the 49 bucks,it's all good, covers my ad
(20:57):
spend.
And now we're like, great,let's try the table.
That's what they want.
See something on the X-ray Likelisten, we're not going to pull
on that at all.
You need an MRI, or I thinkCairo is going to be better for
you, or I think Cairo and spinaldecompression is going to be
good for you.
So what I want you to do is trythe decompression today.
Let me know how you feel.
I'm going to call you tomorrow,see how you feel, and then I
(21:18):
want you to book the day aftertomorrow to come back.
I'm going to have a plan foryou based on everything we did
right now today and how yourespond, to see how we're going
to get this better and we'regoing to work together over the
next couple of months and getthis better.
That's my exact script andthat's not even a script, it's
just natural communication thatI have with the patient, and
that's for spinal decompression.
I could talk all day, but I'lllet you go for this week.
(21:40):
Use these testimonials, keepoffers consistent, don't bait
and switch and remember you'renot selling an appointment,
you're offering hope for asolution.
Oof, that's what advertising isall about.
If you need help, guys reachout.
I'm here to help.
This is what I do.
I love you guys.
I love the profession.
I love everything.
Have a great week, keep doingwhat you're doing.
(22:01):
I know you're working hard, butthe world needs you.
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