Have you tried bringing in new stem cell therapy patients, but just haven’t seen the results you’re after?
In this article I’m going to go into a case study of our proprietary methodology that’s working right now in the marketplace to drive more appointments and patients to clinics offering stem cell therapy.
I’ll go over things step by step and cover each step in depth in this article.
We’ll start with the first, and probably the most important part of the process…
1) Audience Selection and Message
As mentioned above this is probably the most critical part of the process, because if you don’t understand this then the rest of this process won’t work. For that reason, I’m going to be spending the most time talking about this point.
Stem cell therapy has been around for a little while now, but as a consumer treatment it’s still pretty young.
This brings up an important question when it comes to your practice’s marketing and patient acquisition efforts.
How aware is your target market that stem cell therapy is a potential solution to the pain that they are experiencing?
Are they currently seeking out treatment actively? Going to Google and searching for it?
You see, right now there is a very important piece missing to a lot of practices’ marketing and patient acquisition efforts.
To make this point as clear as possible, I’ve got to explain something else quickly…
People usually go through the same stages when they are making a decision about how to solve a problem they’re dealing with.
Those stages typically are…
- Not aware of problem or solution
- Aware of problem but not aware of solutions to that problem
- Aware of the solution(s) to their problem
- Evaluate the solution(s)
- Make a buying decision on one of the solutions to solve their problem
A lot of your patients are at step two in that process – Aware of the problem, but not aware of the best solutions for that problem.
There is an abundance of people in your local marketplace who are dealing with pain right now. That could be knee pain, hip pain, back pain, and really any kind of pain you can imagine.
Many people may have gone to doctors already and are aware that they can get surgery to solve their problem, among many other potential treatments.
But, how do we tap into this massive segment of the market if they’re out there?
I’m sure at this point you’re probably expecting me to start talking about some Facebook Advertising “hack”, or some kind of shiny object from the digital marketing world.
Not today. Not my style. Everything we do is rooted in fundamentals and winning strategies that stand the test of time and don’t rely on some shiny new marketing tactic or platform.
What it really comes down to is understanding the buying process above, and understanding the psychology of your customer and where the market as a whole is.
This brings us back to the questions I posed before…
How aware is your target market that stem cell therapy is a potential solution to the pain that they are experiencing? Are they currently seeking out treatment actively? Going to Google and searching for it?
To put it bluntly, a lot of people in the marketplace today either aren’t even aware of stem cell therapy as a consumer treatment, or are at the point where they are aware of stem cell therapy but aren’t aware that stem cell therapy is a viable treatment for them.
To back this up, I grabbed a screenshot of monthly search volume for a couple of keywords in Google – “stem cell treatment” and “stem cell therapy treatment”. I’ve put that screenshot below…
This is the search volume from these two keywords for the entire state of New Jersey.
Not very much.
Essentially what that means is that there just aren’t a lot of people in the marketplace who are actively searching for treatment at this time. Give it a few years and that will change, but for right now there just aren’t a lot of people in the marketplace aware of the potential stem cell therapy has to offer.
Now, this brings us back to that piece that a lot of practices are missing in their marketing and patient acquisition efforts.
A lot of times I’ll see practices who are advertising the solution to the problem. I’ve seen plenty of ads out there who are jumping straight to advertising a stem cell therapy consultation, or a stem cell therapy seminar.
In some cases this can work, assuming that a majority of the market are aware that stem cell therapy is right for them.
But right now, it just won’t be as viable because the market isn’t at that point yet.
As a contrast, look at a dentist or a chiropractic office. Pretty much everyone in the marketplace knows what these places are and what they do.
If you need to get your teeth cleaned, you go to a dentist. If you need to get pain relief or rehab, you go to a chiropractor.
For that reason, these practices can create and advertise some kind of offer like a discounted teeth cleaning or first adjustment and have people sign up from there.
Their patients are aware of the solution to the problem they’re facing, and are actively evaluating and taking action on their options to solve that problem.
By advertising a stem cell therapy consultation or stem cell therapy seminar, you’re skipping a step in that buying process.
In doing that you’re marketing step 4 in the buying process, where people are evaluating solutions…
To a market that is aware of their problem, but not aware of the solution. Or, in this case, not aware that stem cell therapy is a viable solution to their problem.
When people in the marketplace see an ad for stem cell therapy, but aren’t aware that it’s a viable solution for them or aren’t educated enough about it, the ad just won’t register for them.
So, in a lot of these cases, we’re missing the bridge to take them from unaware of the solution to that fourth step in the process where they are aware and evaluating stem cell therapy as a viable option.
In order to build that bridge you have to adjust the way that you approach the marketplace.
Instead of advertising the solution to the problem, start speaking to the pain that people could be experiencing now.
Want to specifically start pulling more people into your practice to treat their knee pain with stem cell therapy?
Don’t advertise a seminar or consultation, instead start speaking directly towards people who are dealing with knee pain.
This is going to speak to your market where they’re at right now… very aware they have a problem (in this case, quite literally a pain point), but are not fully aware of the best solutions for that pain.
In the next sections we’ll go in depth on how to build that bridge that will take people from the marketplace and turn them into potential new patients interested in getting stem cell therapy treatment at your practice.
The next step in the process is setting up the advertisement itself…
Now that the “heavy lifting” is out of the way, and we know that we need to speak to the problem that people are dealing with and not the solution we provide we need to create an ad.
This ad is going to speak directly to the problem that people are experiencing… in this case knee pain.
You can see an example below.
The ad itself should not be trying to sell someone at this point. The only goal you should have at this point in the process is to attract the attention of people in your local marketplace who are dealing with knee pain.
The ad draws them out of the marketplace, and directs them on to the next step that is below.
Don’t worry if that sounds a bit broad at the moment, that will be addressed moving forward.
If needed you can target different demographics and income levels through Facebook’s targeting. That can help you get even more specific on who you’re targeting and bringing through your funnel.
Why are we using Facebook in this example? A couple of reasons…
- Pretty much everyone is on Facebook (20% of Facebook’s 2.23 billion active monthly users are over the age of 45)
- Since we are going after a market that aren’t actively searching for stem cell therapy that means that they’re not going to be in search engines like Google looking it up, so we have to go to where they’re hanging out.
3) Landing Pages and Copywriting
The landing page and copywriting is going to act as the bridge that will take people from unaware to aware of stem cell therapy as a potential solution to their pain.
This is where you can start to qualify the prospect and educate them further to the point where they know if stem cell therapy is right for them or not.
I’ve included a screenshot of the headline and a little bit of the content below because unfortunately, for the competitive advantage of our current clients, I can’t show off all of the copywriting and everything on the page specifically.
The whole purpose of this page is to educate and qualify.
You can speak about how the procedure works, what stem cells are, who the procedure is a good fit for, and other qualifying points.
A lot of times, regardless of industry, we’ll do a couple of very important things in the content…
- Make people aware of the investment involved
- Let people know that it is a cash procedure and that insurance isn’t accepted
Those couple of little tricks, outside of tweaking the targeting on the advertisement, help to boost the quality of leads coming through.
On top of all of those points you want to have a couple more things on this page that are key…
- No navigation or ability to leave that page unless they go back to Facebook. This is a landing page, and you don’t want to give people the option to start clicking around your site. The more options you give somebody to start browsing, the more their short attention spans will take hold and they will leave that page and not become a lead.
- A clearly defined offer that is the only next step that someone can take. One mistake that people make when trying to grow their practice is they’ll define an offer, but they won’t do the first point above and keep the page focused on one key action. You want people to either take the next step and take you up on your offer, or go back.
A few good offers you can make are…
- Free consultation
- Free consultation w/ a discount on the procedure if they book in a consultation now
- Free seminar – This is my personal favorite. If you have the ability and desire to do a seminar, do one. They make the process more time efficient for yourself, and typically the consultations held after a seminar close at a much higher rate.
4) Qualify People With An Application
Once someone reads through the content and qualifies themselves, then have them apply for a consultation.
For certain procedures we’ve had these forms go up to almost 14 questions, and people still apply.
For many of the stem cell funnels we’re running currently we’re using about 10 questions to qualify people.
Use these forms, not only as a way to collect more information from someone, but also to qualify them further and weed out anybody who may not be a good fit.
In a lot of our qualification forms we will have sections about the following…
- The price of the procedure and if they have the ability to pay for it at this time
- Making them aware that insurance is not accepted
- Getting an idea about what they’re experiencing and if they are a candidate for stem cell therapy
- And other bits of information like name, phone number, email, etc…
Look at your content and application forms as a way to further qualify people and turn away anybody who wouldn’t be a good fit.
Combine this with Facebook’s targeting power, and you’ll have some of the most qualified leads you can get for stem cell therapy.
This process detailed here generates consultation requests for as low as $10 and upwards of $35 depending upon the market you’re in. Sometimes those numbers can be less if you’re running seminars and driving people from the content to a seminar.
Over time those numbers are bound to change, but for now that’s what is working tremendously well in the stem cell market.
5) Follow Up / Nurture / Sales Process
Outside of the audience selection, this part of the process is probably equally important to the success of any effort to grow the number of new patients coming into your practice.
In order to bring in more patients there needs to be an effective follow up, nurture, and sales process in place.
When I say follow up process, I don’t mean just giving a lead one phone call and one email and calling it a day.
When you’re doing follow up on any lead, there needs to be multiple touch points, ideally through multiple different channels.
We usually recommend our clients to follow up on leads as quickly as possible, and have at least 7 contact attempts in the process of getting in touch with leads. On top of that, you want to follow up with people through multiple different channels like phone calls, text messages, emails, and can even include things like retargeting ads as well.
This isn’t just because we want our clients to, but because the data says it should be done. The Harvard Business Review did a great study on follow up statistics, and you can see some of that data at this link.
Why so much follow up?
At the end of the day you’re dealing with human beings where life could have gotten in the way. There is a very good chance that someone could have applied for a consultation or seminar and just got busy, and you need to contact them a few times to get a hold of them.
Staying persistent pays off. Up to 80% of the money is made in following up with people, so it should be a huge priority for your practice.
Imagine if, in a given month, there were another 3 or 4 very ideal patients within a group of leads and they weren’t contacted simply because they weren’t followed up enough.
That 3 or 4 patients could be the difference between having a break even month from marketing, or one where an additional $10,000 to $20,000 in revenue is generated. Simply from following up effectively.
There are many different things you can do to nurture leads, both in the short term and in the long term. We’ll touch on those in depth in other articles, but for now here are a couple good tips to do just that…
- When you’re following up with new leads you can send them more educational content, testimonials, patient case studies, more information to credentialize the doctor, and much more. The purpose here is that you’re moving that person closer and closer to becoming a patient by building up more trust and educating them further.
- Also, if someone doesn’t become a new patient, book in, or respond, don’t stop following up with that person. You can very easily put a list of email addresses on an email software and drip out emails to that list of people every single month to stay in touch with them. With that growing database of people you can stay in front of all of those people in your local marketplace and effectively become the go to for stem cell therapy. You can put other offers in front of them, educate them further, build a better relationship, or put your next upcoming seminars in front of them. Over time, some of those people may come back and become a patient. Building up, and leveraging this asset will give you a huge competitive advantage in your local marketplace.
The final part in the process is the actual sale that happens when someone comes into your practice.
For the sake of time, I won’t go completely into the sales process and the best ways to improve results there, but I always like to bring it up because, even in the medical space, new patients still need to be “sold” on becoming a patient with your practice. Conducting effective seminars and consultations will be critical to bringing more patients onboard.
That said, the sale doesn’t start and end at the time of the consultation, but really starts during that first touch point when they interact with your marketing and practice.
Every step in the follow up process can help to sell someone further on becoming a patient with your practice, and then that ends with either yourself or someone on your staff converting them into a new patient.
As mentioned before, running seminars will help improve your close rate tremendously simply because of the fact that people will be much more educated about the stem cell procedure, and will have had the chance to build a better relationship with you. All of this adds up to improved close rates at the end of the process.
From a top down view, the process as a whole looks like…
Advertisement speaking to people with a specific pain > Content that calls out to that pain and educates them on why stem cell therapy could be a good fit > Apply for a consultation > Follow up and nurture process > Consultation or seminar then consultation > New patient
So, at a high level, that is what’s working right now to help practices generate more stem cell therapy appointments and patients.
The primary takeaway here is that in order to make your marketing and patient generation effective, you need to create that bridge between where the marketplace is now and where you want to take them.
Bring them from a state of pain, unaware about the best solutions for their problems, over to a place where they are aware of the benefits of stem cell therapy through educating them.
This process will evolve and change over time, and we’re always working to improve things and get our patient acquisition efforts working better for our clients, but right now that is the process that is working in the marketplace.
If you would like to book a 100% Risk Free Strategy Session, where we’ll dive deep on your practice growth efforts and help you identify what your next steps are to achieve the growth you want, email us at firstname.lastname@example.org and we can set up a time to chat. Or, you can visit this link and book a time with me personally to chat about your practice growth goals.
If you would like to connect with me directly, feel free to shoot me a connection request on LinkedIn here – https://www.linkedin.com/in/chrisdownnj/
For more information and content on practice growth and marketing strategies, visit our blog at http://www.growthsparkdigital.com/blog/
Thanks for reading!
Chris Down is the Managing Member of Growth Spark Digital and an expert in the world of medical marketing.