Facebook offers are a great way to get new patients into your practice. And, if the offer is an appropriate one for your target patient, it can be a cost-effective method of generating new business. But how do you know which offer will work best? In this article we'll discuss what makes a good Facebook offer and how to present that offer in order to convert more visitors into patients!
The first thing that's important when putting together a compelling offer is an understanding that the offer is not about you and your clinic, but the patient and their needs. Too often clinics focus on offers that "work for them" and ignore the needs of the patient altogether.
What makes a prospective patient want to click through? An exclusive deal; something you can only get with our link and one that meets the needs of the individual. For example if a patient is suffering from back pain, the offer should be a discounted massage or something that is related to back pain such as an adjustment. Giving them just an exam for something they already know, (their back hurts, they want relief) even if the problem may be more complex, is not compelling.
The idea behind this strategy is twofold: it gives the patient an exclusive deal and reduces their perceived risk of taking action (or in other words, "Hey! I know you are worried about spending money on your health care--but here's what we can do for YOU!"). Prospective patients will often feel more comfortable with investing time when they have received value up front.
Offers should also be priced in a way that meets the mission of "perceived value" to "perceived risk". High priced offers on Facebook are simply not effective.
This is because the perceived risk of taking action outweighs any perception that they will be getting a great deal. Offers should not be priced as a way to cover the costs the clinic will incur on the initial appointment, but instead on what is the best initial value for the patient.
Typically we see offers priced at or below $47 working the best. Keep in mind though that the closer you get to the $47 mark, the more value will need to be added to offset the risk. Remember the patient is not just risking their money, but also their time and potentially others time as well to take you up on this offer. You must offset all these risks!
One of the main reasons we don't see high cost offers being successful is due to people having a hard time imagining how much their pain or discomfort costs. It's difficult for someone who has never been in that position before, so it should not be surprising when they are hesitant at first glance! For this reason you need offer something tangible and relatable: like an hour massage session with me today instead of "Get out of back pain for $25" (this can also work if your initial service might take more than one appointment).
The quickest way to get them to convert into a patient? Offer them exactly what THEY want right up front.
Offers should also be as simple as possible to get the best results. Offers with recurring services are ideal since it allows for a longer relationship, this also allows you to price the initial offering lower since you are able to make up the costs in the lifetime value of the patient.
For services that are more complicated / higher priced / shorter lifespan, consider offering gateway items instead. For instance if you offer PRP in your clinic for knee pain, an easy gateway offer would be two knee decompression treatments for $47 dollars. This allows you to see the individual, create a relationship and then present the PRP treatment as an option. Additionally if your area allows it, offering Free Lunch & Learns or Free Dinner & Workshop type offers are excellent ways to drive new business for unknown or expensive treatment offerings. Trying to find people ready for high cost treatments is an expensive and frustrating experience for clinic owners and should be avoided.
Finally offers should be done in a way that ultimately leads to a care plan or some sort of longer term relationship. A great example would be a chiropractor offering two adjustments for a lower cost in order to show progress to the patient, lowering the overall risk to the patient, making them more likely to sign up for a care plan that ultimately costs $1,500 in total. Another example would be an orthodontist offering a gift or prize when someone gets braces, again allowing for a more longer term relationship to develop.
Some key guidelines for offices when creating offers are:
1) Do not price the offer higher then $30 if you are only offering a single service or treatment.
2) Do not price the offer higher then $50 ever and offers between $30 - $50 must include multiple treatments or services.
3) Exams and Consultations are not a service or treatment.
4) For complicated offers or high ticket items, use gateway offers instead of going straight for the expensive treatment.