Preface: If you've been following me for a while then hopefully this post will make sense to you… however, if you are new to the blog then some of the marketing concepts in this post might be a little advanced…but I urge you to read and further study these concepts. They have helped skyrocket my Practice and 100s of others…enjoy
So last year I posted a blog post overviewing the PT Patient Conversion Funnel and the Lead Magnets I use in my practice to attract patients…
If you recall, I have 3 lead magnets in my practice:
Lead Magnets work EXTREMELY well for attracting new patients… The problem is they can work too well!
Often times, we get a bunch of potential patients knocking on our doors but only a small percentage of them are patients that we want to work with…
How do we fix that?
Check out this quote by Peter Parks…
“The goal of your ads is to pre-frame, pre-qualify & pre-sell the right person (your ideal customer) on responding to your ad”
He hit the nail on the head. We don't want 1000 unqualified people responding to our lead magnets; we want 100 of the Ideal Clients responding to your lead magnet.
How do we do that?
We use our Lead Magnet in combination with our Tripwires to pre-qualify the ideal customer (patient) to come to our practice.
I want to take a step back and overview what Lead Magnets and Tripwires are in terms of the Patient Conversion Funnel so you can gain better understanding of it and use it in your practice
A funnel in this definition of the word, is basically a mechanism for taking people along the customer journey. We want to turn them from prospects, to customers, and ultimately to evangelists of our practice.
We are guiding people to the water, having them drink it and then having them shout back to their friends to come as well.
The reason it is a funnel is because at each step of the customer journey, we get more targeted and focused in our communication and offerings. We go from wide (at the top) to narrow at the bottom…
There are 6 components of a complete Patient Conversion Funnel:
Ideally, when a potential patient (you may refer to them as a “client” or “customer”) reaches out and consumes your Lead Magnet…they then move on to the next level and purchase your TripWire Offer…then actually do your Core Service (a PT Plan of Care)…then purchase any Upsell or Cash Services you have…are willing to and do return to you for additional care as needed in the future…and send you other patients.
That’s the overall goal of the Patient Conversion Funnel. Now lets go over the lead magnet.
A Lead Magnet is a valuable product, service or piece of information that can be easily consumed by the potential patient in 5 to 10 minutes in exchange for their contact information and the privilege to participate in an ongoing conversation with the potential patient (or “client” or “customer” depending on what you want to call them).
So let’s say our PT Practice is in a town of 50,000. And our PT practice specializes in lumbosacral treatment. Well, not every one of those 50,000 is our ideal patient.
First, we want someone suffering with back pain…or sciatica…
Second, we want them to have the desire of healing naturally…(have you ever treated a patient who was a pain-med seeker?…likely only for one or two visits)…so we are looking to identify people who want to heal with PT.
Third, I’d suggest you want the portion of the population who will gladly pay for your services….and has the ability to pay.
This is begging the process of pre-qualifying…
An effective Lead Magnet gets those people (maybe only 500 or so)…our ideal patients…to raise their hands…and say, “Yes. That’s me…I have this problem and I may want your help. I’m not ready to schedule yet…but I want to learn more.”
Like I mentioned…Lead Magnets can be extremely effective at attracting potential patients but sometimes you will attract less than ideal people…
So what do we do? We combine the Lead Magnet with a Tripwire…The Ultimate One-Two Punch in Attracting Ideal Patients
Think of a tripwire as an irresistible, unbelievable deal.
It is the easiest way to separate the wheat from the chaffe (the good part of the wheat from the not useful part).
The goal for us is not necessarily to make money, nor a profit; it’s just to see if this potential patient, customer or client has a pulse and has the ability to buy.
Once they’ve established the ability to buy, then we can invest our marketing dollars specifically into that group of potential buyers.
So look at it like this:
A potential patient comes to a Free Webinar on Back Pain and Sciatica…
In the past, I’d offer a Free Screening, essentially another Lead Magnet.
The PT Industry trend, especially in Private Practice PT (and often in the chiropractic industry), is to offer a Free Screen.
So offer the Free Screening, and “determine if the potential patient would benefit from PT” OR “a PT sales pitch”.
Then hope they sign up for a true IE…a 97001.
Then start the whole process during the 97001 for a full plan of care, or at least one or two more visits.
Since this method is so popular (and I did it for years myself semi-successfully) we’ll call it the “Old Way”.
But there's a better way…
Now, we’re testing a nominal charge for the screening. We’ll ultimately test from $11 to $59.
And here’s the weird part that’s a little counterintuitive for our science-based PT brains to handle.
Real, true clients – the kind we like to work with, they’re ready to pay the minute they know, think or have hope we can help them…
So why prolong the agony and the courting process?
A potential patient who consumes your Lead Magnet, and now is beyond interested in you and your services… do you know what they are?
They’re in H-E-A-T!
They’re hot to buy… they’re ready.
Be ready to serve them… now.
So by offering a nominal charge for the Screening…what we have essentially done is pre-framed and pre-qualified the IDEAL patients
Its a WIN-WIN…
You get to work with a willing and cooperative patient and they receive awesome care from you!
Having effective lead magnets in place will give you an almost “unfair” advantage in PT Private Practice…here’s a few of the best:
If you’d like to “cheat”…or let’s call it “take a shortcut” and swipe my PT Workshop …To Help Magnetically Attract Patients…
Click Here and Register: “How To Double Your New Patient Visits In Less Than 12 Months – Working Less Than 40 Hours A Week“
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Would love to hear from you!
PS – Want to Know More About Hosting Killer Workshops?
If you’re a Private Practice PT and you want to separate yourself from HOPTS, POPTS and other PTs in your area,
Go to our Physical Therapy Marketing & Business Resource Center and learn how to attract new PT Patients with Direct Access Workshops and I’ll share what I’ve learned with you.